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如何在商界取得成功?亚马逊CEO有话要说

Siraj Datoo, 彭博社 2019年06月20日

贝佐斯认为,最重要的是以顾客为导向。弄清如何彻底取悦他们。

这位全球首富给崭露头角的新企业家提出了一些建议:绝不要忘记顾客,并坦然面对失败。

在6月6日亚马逊(Amazon.com Inc.)于拉斯维加斯举办的re:MARS会议上,公司的创始人和首席执行官杰夫·贝佐斯作了主旨发言。期间,他被邀请向创业者分享一些建议。

贝佐斯对观众说:“最重要的是以顾客为导向。弄清如何彻底取悦他们。”

亚马逊曾经通过提供最低的商品价格来赢取顾客,即使那意味着亏损。而公司目前已经有1亿名付费的Prime会员。

贝佐斯还表示,企业家要做好失败的准备,并暗示要采取大胆的举动才能获得成功。他说:“你必须接受的一点在于,你的公司在很多方面来看就像一次试验,试验可能会失败。没关系,这就是风险所在。”

这位亚马逊的首席执行官打了个比方,如果你是棒球选手,你可能会打出一些全垒打,但也会有不少次被三振出局。

他表示,棒球和经商的区别在于,你一次击球最多只能得到4分,但在商界,有时一次成功可以赢得1,000分的回报。

他说:“按照概率分布,你应该努力拼搏。你会失败很多次,没关系,你需要营造支持失败的文化。”

贝佐斯认为,如果你对自己的项目缺乏真正的信心,那么最好不要牵涉其中,因为那样你很难与对手竞争。他说:“你必须对你将要开拓和奋斗的领域抱有一定的激情。”(财富中文网)

译者:严匡正

The world’s richest man has some advice for budding entrepreneurs: Never forget about the customer, and feel comfortable with getting things wrong.

The founder and CEO of Amazon.com Inc. Jeff Bezos was speaking during a keynote at the company’s re:MARS conference in Las Vegas on June 6 when he was asked to share tips for anyone looking to start a business.

“The most important thing is to be customer obsessed,” Bezos told the audience. “Figure out how to absolutely delight them.”

Amazon has won over customers by historically offering the lowest price on a product, even if that means losing money. The company now also has 100 million paid subscribers to its Prime membership offering.

Bezos also said that entrepreneurs need to prepare for failure, hinting that bold moves need to be made to get ahead. “You’ve gotta accept that your business is going to be in many ways an experiment, and it might fail,” he said. “That’s OK. That’s what risk is.”

The Amazon CEO referenced the metaphor that if you swing for the fences in baseball, you’re going to hit some home runs—but you’ll also strike out a lot.

The difference, he said, between baseball and business, is that the maximum runs you can get when at bat is four, and sometimes, in business, a success will yield 1,000 runs.

He said: “The way that probability distribution is, you should be swinging hard. You are going to fail a lot, and it’s OK, and you need to have a culture that supports that.”

It’s not a good idea to get involved in a business unless you really believe in the project otherwise it’ll be tough to compete against your rivals, according to Bezos. “You have got to have some passion for the arena that you’re going to develop and work in,” he said.

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