1. 史蒂夫?喬布斯
公司名稱：蘋果公司
銷售額：1,082億美元
市值：5,460億美元
員工人數(shù)：63,300
建議：拒絕小組座談會(huì)和市場(chǎng)調(diào)研,。
????盡管史蒂夫?喬布斯在對(duì)待那些全身心為他工作的人時(shí)有點(diǎn)不顧情面，苛刻至極,，但他仍是我們這個(gè)時(shí)代企業(yè)家的標(biāo)桿,。他深具遠(yuǎn)見(jiàn)，鼓舞人心,，才華橫溢，卻又反復(fù)無(wú)常,。
????或許,，關(guān)于喬布斯最讓人驚異的事實(shí)是，他認(rèn)為市場(chǎng)調(diào)研和小組座談會(huì)只會(huì)限制人的創(chuàng)新能力,。當(dāng)被問(wèn)到蘋果公司推出iPad之前進(jìn)行了多少市場(chǎng)研究時(shí),，喬布斯的著名回答是：“完全沒(méi)做過(guò)。消費(fèi)者們沒(méi)義務(wù)知道他們想要什么,。如果消費(fèi)者從來(lái)沒(méi)有見(jiàn)過(guò)哪怕有一點(diǎn)點(diǎn)近似的東西,，很難（讓他們）告訴你他們到底想要什么?！?/p>
????事實(shí)上,，真正讓蘋果公司如此與眾不同的是喬布斯的直覺(jué)，他有著雷達(dá)一樣敏銳的感覺(jué),，能夠感知新興科技及其結(jié)合有望產(chǎn)生的“偉大至極”產(chǎn)品,。對(duì)于去年于56歲英年早逝的喬布斯而言，直覺(jué)絕非本能,。它是“連點(diǎn)成線”,，正如他在斯坦福大學(xué)（Stanford）畢業(yè)典禮演講中所述，這段經(jīng)常被人引用的話閃現(xiàn)了互異的人生經(jīng)歷和科技變革之間的關(guān)系,。
????完全可以想見(jiàn),，如果喬布斯高度依賴消費(fèi)者研究，就不會(huì)有蘋果公司后來(lái)的熱賣產(chǎn)品,，從麥金塔電腦（Macintosh）到iPod,，再到iTunes。
????湊巧的是，喬布斯推出麥金塔電腦當(dāng)天,，《大眾科學(xué)》（Popular Science）的一位記者曾經(jīng)問(wèn)他,，蘋果公司進(jìn)行了怎樣的市場(chǎng)研究、確保這款電腦有市場(chǎng),。喬布斯以近乎生氣的語(yǔ)調(diào)反問(wèn)：“亞歷山大?格雷漢姆?貝爾發(fā)明電話機(jī)前做過(guò)市場(chǎng)調(diào)研嗎,？” |
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1. Steve Jobs
Company:Apple
Sales: $108.2 billion
Market Value: $546 billion
Employees: 63,300
Advice: Say no to focus groups and market research.
????Though he could be abusive and mean-spirited to people who threw themselves into their work on his behalf, Steve Jobs has been our generation's quintessential entrepreneur. Visionary. Inspiring. Brilliant. Mercurial.
????Perhaps the most astonishing fact about Jobs was his view that market research and focus groups only limited your ability to innovate. Asked how much research was done to guide Apple when he introduced the iPad, Jobs famously quipped, "None. It isn't the consumers' job to know what they want. It's hard for [consumers] to tell you what they want when they've never seen anything remotely like it."
????Instead, it was Jobs' own intuition, his radar-like feel for emerging technologies and how they could be brought together to create, in his words, "insanely great" products, that ultimately made the difference. For Jobs, who died last year at 56, intuition was no mere gut call. It was, as he put it in his often-quoted commencement speech at Stanford, about "connecting the dots," glimpsing the relationships among wildly disparate life experiences and changes in technology.
????It's a safe bet to assume that none of Apple's blockbuster products, from the Macintosh to the iPod and iTunes, from the iPhone to the iPad, would have come about if Jobs had relied heavily on consumer research.
????Fittingly enough, on the day Jobs launched the Macintosh, a reporter from Popular Science asked him what type of studies Apple had conducted to ensure there was a market for the computer. In a nearly offended tone, Jobs retorted, "Did Alexander Graham Bell do any market research before he invented the telephone?" |
