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????如果你的顧客不希望現(xiàn)有觀念被顛覆,，你該如何顛覆他們的觀念呢,？

????在《財(cái)富》科技頭腦風(fēng)暴大會(huì)（Fortune's Brainstorm Tech conference）的一次圓桌會(huì)議上，企業(yè)家和來(lái)自一些快速發(fā)展的公司的高管們齊聚一堂,，討論這些新銳公司應(yīng)該如何顛覆市場(chǎng)現(xiàn)狀,。但是他們討論的重點(diǎn)并不在于如何取代現(xiàn)有的強(qiáng)大對(duì)手，而是就另一項(xiàng)挑戰(zhàn)進(jìn)行了生動(dòng)的討論——也就是如何顛覆顧客的觀念,。

????無(wú)線寬帶服務(wù)供應(yīng)商阿魯巴網(wǎng)絡(luò)公司（Aruba Network）的CEO柯萬(wàn)柯稱：“顧客往往會(huì)抵觸顛覆性的觀念,，因此新銳公司任重道遠(yuǎn)?！?/p>

????柯萬(wàn)柯的解決方法是,，讓別人來(lái)說(shuō)服顧客，使他們相信變革是件好事,?？氯f(wàn)柯說(shuō)：“在iPad問(wèn)世之前，我說(shuō)起分布式存取環(huán)境,，總覺(jué)得自己像一個(gè)賣草藥的,，（別人總是不大相信你的療效）。而在iPad大熱后,，人們紛紛找上門來(lái),，仿佛我是賣阿斯匹林的?！薄緯?huì)議的主持人,、來(lái)自麻省理工大學(xué)的許拉吉此時(shí)打趣道：“史蒂夫?喬布斯成了你的特洛伊木馬了?！薄?/p>

????智能商務(wù)公司Domo的CEO約什?詹姆斯（同時(shí)也是Omiture公司的創(chuàng)始人,，現(xiàn)在Omiture已并入Adobe）指出，顧客并非總是知道什么對(duì)他們來(lái)說(shuō)才是好的,。他說(shuō),，一個(gè)顛覆性企業(yè)家最重要的技能之一，就是要“有勇氣”無(wú)視顧客說(shuō)他們眼下需要什么,?！拔覀円塾陬櫩蜐撛诘男枨螅蛟斐鲱櫩皖A(yù)期的產(chǎn)品,?！?/p>

????譯者：樸成奎

????How do you disrupt when your customers don't want to be disrupted?

????At a roundtable conversation at Fortune's Brainstorm Tech conference in Aspen, Colo., a group of entrepreneurs and fast-growing company executives convened to discuss the ways upstarts are trying to shake up the status quo. But rather than focusing on the incumbents they are seeking to displace, the disruptors engaged in a lively conversation about a different challenge: shaking up customers.

????"Customers don't want disruption," said Dominic Orr, CEO of Aruba Networks (ARUN). "They have a job to do."

????Orr's solution? Let someone else convince customers that change is good. "Before the iPad I'd go in to talk about a distributed access environment, and I felt like I was pitching herbal medicines," Orr said. "After the iPad I felt like people were coming to me for asprin." (Which led moderator Michael Schrage of MIT to quip: "Steve Jobs is your Trojan Horse.")

????Josh James, CEO of Domo and founder of Ominture (now part of Adobe (ADBE)), noted that customers don't always know what's good for them. He says one of the top skills of a disruptor is to "have the courage" to ignore what customers tell him they think they need. "We need to create a better version of a product that they're going to want."