Why Businesses Need a Dreamer’s Magic and a Doer’s Realism | Beth Viner | TED

翻译人员: Jia Z 校对人员: Yip Yan Yeung

Some of the best relationships in the world

世界上一些最好的人际关系

are made up of individuals who are the yin to the other's yang.

是由阴阳相对的人组成的。

You're either the person who stacks the dishwasher

你要么是以创造性、

with creative, reckless abandon,

鲁莽的方式堆放洗碗机的人，

or you're the one who correctly thinks of it

要么是正确地把它当做一款竞争激烈的

as a very competitive game of Tetris.

俄罗斯方块游戏的人。

And rather than what might be a series of expletives as you restack the plates,

而且，与其在你重新堆放盘子时抱怨，

it's the Tetris stacker coming to some appreciation

不如说是堆俄罗斯方块的人 对这些杂乱的赞赏

for the haphazard where the tension breaks.

打破了紧张的局势。

And that's a beautiful thing.

这是一件美好的事情。

And you might even get a few extra clean plates out of it.

而且你甚至可以从里面 得到几块干净的盘子。

This scenario isn't just true in our personal relationships.

这种情况不仅在我们的 人际关系中是正确的。

It's true in relationships across institutions

在所有类型的机构

and organizations of all types.

和组织的关系中都是如此。

Bridging this tension,

弥合这种紧张局势，

I believe that that is the key to organizations continuing to build,

我相信这是组织继续建立、

grow and make new and different things.

发展和创造新事物的关键。

This is the story of two different kinds of people coming together:

这是两种不同类型的人 聚集在一起的故事：

zero-to-one humans

零到一的人

and their one-to-n counterparts.

和与其对应的一到多的人。

Zero-to-one humans, they're dreamers.

零到一的人，他们是梦想家。

I love this about them.

我喜欢他们的这一点。

They're founders of companies, creative inventors,

他们是公司的创始人， 富有创造力的发明家，

they thrive in the fogginess of problems, looking for non-linear solutions.

他们在模糊的问题中快速成长， 寻找非线性解决方案。

And to their counterparts,

而对于与其对应的人，

they often seem untethered to reality.

他们似乎往往不受现实的束缚。

Which is true.

确实是这样。

And also how they find new opportunities.

以及他们如何找到新的机会。

It's why I think they're really good at what they do,

这就是为什么我认为他们 真的很擅长自己的工作，

but it is a core tension with those around them.

但这让他们与周围人关系紧张。

One-to-n humans, these are the doers.

一到多的人，是实干家。

They build companies and ensure their success over long periods of time.

他们建立公司并确保 他们在很长一段时间内取得成功。

They're the glue that keeps it together.

他们是将其凝聚在一起的粘合剂。

I've been a dreamer,

我曾经是一个梦想家，

but I've also been a doer

但在我自己的职业生涯的

at varying points along my own career journey.

不同阶段，我也是一名实干家。

And in my day job,

在我的日常工作中，

I help organizations see and harness the value

我帮助组织看到并利用

of both kinds of people to build new things.

这两种人的价值来创造新事物。

How the zero-to-one dreamers can be just spiky enough

零到一的梦想家如何维持一定的敏锐度，

that the organization doesn't reject that entrepreneurial talent,

才能避免让组织 将这些创业人才拒之门外，

and how the one-to-n doers

以及一到多的实干家

can support their move-fast- and-break-things counterparts,

如何支持他们快速行动和突破的同行，

being their guides to the ins and outs of the organization.

成为他们了解组织来龙去脉的向导。

Finding a way to bridge this tension,

找到弥合这种紧张局势的方法，

that's the key to organizations being able to both keep on keeping on

是组织能够在建立和 实现新增长的同时

while building and capturing new growth.

保持发展的关键。

One of the easiest ways to bridge this tension?

弥合这种紧张局势的最简单的方法之一

It's to get buy-in.

就是获得支持。

Not with gestures or words.

不是用动作或语言。

But with cold, hard cash.

而是用赤裸裸的金钱。

I was talking to my friend Alex.

我之前和我的朋友亚历克斯聊天。

She and Jordana, they're dreamers.

她和乔丹娜，她们是梦想家。

They co-founded Lola, a feminine health reproductive company.

她们共同创立了Lola， 一家女性健康生殖公司。

And when they launched as a direct-to-consumer,

当她们以直接面向消费者的定位推出时，

they just had a single product:

她们只有一款产品：

tampons.

卫生棉条。

And everything they did those first few years

在最初的几年里，

was focused on that: developing a product,

她们所做的一切都集中在 这一点上：开发产品、

packaging, marketing, pricing, distribution,

包装、营销、定价、分销、

building a site, a community, getting investors,

构建网站、社区、吸引投资者、

hiring an incredible team of start-up talent.

雇用一支不可思议的初创人才团队。

And they did that all to build a product

她们这样做是为了制造一种

that was safer for women to put inside her body.

更安全地放入女性体内的产品。

They got great traction.

她们有很大的增长力。

They found those incredible investors, also some endorsers, influencers

她们找到了那些厉害的投资人， 还有一些背书者、有影响力的人，

who all really liked them.

他们都非常喜欢她们。

Women really liked them.

女性真的很喜欢她们。

Somewhere along the way, they realized

一路走来，她们意识到，

that in order to have the level of impact that they wanted in the world,

为了在世界上产生她们想要的影响力，

they couldn't just be a single product.

她们不能只卖单一的产品。

After all, direct-to-consumer, it's a channel, not a business.

毕竟，直接面向消费者， 它是一个渠道，而不是业务。

They had to figure out how to crack retail,

她们必须弄清楚如何打入零售业，

how to get that box of tampons

如何将那盒卫生棉条

onto the physical and virtual shelves at Amazon, Walmart, Target.

放在亚马逊、沃尔玛、塔吉特的 实体和虚拟货架上。

And despite having this incredible team of start-up talent,

尽管她们拥有这支 不可思议的初创人才队伍，

they did not have decades of lived retail sales experience.

但她们并没有数十年的零售销售经验。

They had to hire in those people, the doers from outside.

她们必须雇用那些人， 从外面雇佣实干家。

And they definitely did not come from the start-up world,

他们绝对不是来自初创世界，

but they absolutely knew how to get that product into that retail store.

但他们绝对知道 如何将该产品推向零售商店。

You can probably see where this is going.

你大概可以看出这是怎么回事。

So maybe to save you a little bit of anxiety,

因此，也许为了让你省去一点焦虑，

it didn't blow up in their faces

她们并没有被打脸，

because Alex and Jordana, well,

因为亚历克斯和乔丹娜，

they're pretty smart.

她们很聪明。

They did all the things that you and I both know

她们做了你我都知道的所有事情

to manage that kind of change in tension,

来应对这种紧张局势的变化，

building respect,

建立尊重，

learning and development, internal communication.

学习和发展， 内部沟通。

But the thing that made it all work right away

但是，是什么让这一切

between the dreamers and the doers?

在梦想家和实干家之间立刻奏效？

Money.

钱。

They tied the compensation,

她们将新零售销售团队的薪酬

in this case in the form of shares and stock options,

（在本例中为股票和

of that new retail sales team,

股票期权的形式），

not just to their ability to put product in retail stores,

不仅与他们将产品 投放到零售店的能力挂钩，

but to the full performance of the business,

还与业务、DTC 和零售的全面业绩挂钩，

DTC and retail, and vice versa.

并且反之亦然。

And that made all the other things --

这使所有其他事情——

building relationships, cross-business line sharing,

建立关系、跨业务线共享、

internal communications, happen.

内部沟通——成为现实。

Just at a much more rapid rate.

只是速度要快得多。

So make sure to get buy-in and use money.

因此，请务必获得支持并使用金钱。

I'm also a fan of a corporate mosh pit.

我也是企业狂欢地的粉丝。

Zero-to-one humans, the dreamers,

零到一的人，梦想家，

they tend to move a little bit more quickly than those around them.

他们的移动速度 往往比周围的人快一点。

And it's often implicit that they are there

而且通常隐含地表明，他们的存在

to break existing norms, processes

是为了打破现有的规范、流程

and paths to previous success.

和通往先前成功的道路。

But I've seen organizations forget that on the other side of those norms,

但我看到组织忘记了这些规范、

processes and paths are humans, the doers.

流程和路径的另一面的人——实干家。

They tweak existing products.

他们调整现有产品。

They probably train whole parts of your organizations

他们可能会对你们组织的整个部门

in new service protocols.

进行新的服务协议培训。

Building a corporate mosh pit,

建立一个企业狂欢地，

well, it requires acknowledging those who are explicitly not like you.

需要承认那些明显与你不一样的人。

Be they doers or dreamers,

无论他们是实干家还是梦想家，

each has vast knowledge and deep expertise,

他们都拥有丰富的学识 和深厚的专业知识，

as well as a commitment to the organization's success.

并且致力于组织的成功。

Just from a different starting point.

只是从不同的起点出发。

I love how Marriott has done this.

我喜欢万豪的做法。

Marriott has a zero-to-one dreamer team

万豪拥有一支零到一的梦想家团队,

and they think about not just what's next,

他们不仅在考虑下一步会发生什么，

but what's five to 10 years ahead.

还要考虑未来五到十年的情况。

And as they're coming up with these experiences,

当他们想出这些体验时，

they build them in physical prototypes to tweak what works

他们用真实的原型来构建它们， 以调整哪些有效，

figure out what definitely doesn't work,

找出哪些绝对行不通，

understand how much, of course, it's going to cost,

当然要知道花多少钱，

how roles might change and as a result, what training they might need.

角色可能因此会发生变化， 他们可能需要什么培训。

And as they're building these prototypes

而且，当他们在完成建造

before they are finished,

这些原型之前，

but explicitly before they are final,

在它们最终确定之前，

I've seen them invite in the doers.

我看到他们邀请了实干家加入。

For Marriott, that's franchisees and frontline staff

对于万豪而言， 是加盟商和一线员工

who come in to poke and prod

前来试探和推广，

and put their mark on changes

并标记需要改进的地方，

that will ultimately have a not-small impact

这最终将对他们在业务中的角色

on their role in the business.

产生不小的影响。

If you're a zero-to-one team of dreamers,

如果你是一个零到一的梦想家团队，

I want you to go first to your doers and invite them in to your work.

我希望你先去找你的实干家， 邀请他们参与你的工作。

Raid their brains and hook their hearts to what you're doing.

利用他们的大脑，并让他们 关注你正在做的事情。

Shift it from a happening to me to happening with me.

把它从发生在我身上 转变为和我一起发生。

Build your own corporate mosh pit.

建立自己的企业狂欢地。

It's not the only building you should do, though.

但这并非你应该建造的唯一东西。

I think you might want to make a few speed bumps along the way.

我想你可能想在路上加一些减速带。

And here's why.

原因如下。

Your zero-to-one dreamers,

你们的零到一梦想家，

well, I hate to tell you,

好吧，虽然我不想这么说，

but I think they probably missed the memo

但我认为他们可能错过了

about your corporate processes

关于你的企业流程的备忘录，

because honestly, it never occurred to them

因为说实话，他们从来没有想过

that there are corporate processes they should be concerned with.

应该关注一些企业流程。

And to their doer counterparts,

而对于与其相应的实干家来说，

at best, this seems disrespectful

最好的情况， 看起来有点不尊重人，

and at worst, like they are intentionally dodging the rules.

最坏的情况，就像他们 故意躲避规则一样。

How each group does the work

每个小组的工作方式可能会让

probably makes the other quite uncomfortable.

另一个小组感到非常不舒服。

That's not how we do things here.

我们在这里不是这样做的。

That's definitely not how you get to market first.

这绝对不是你最先进入市场的方式。

On one side, the process is foggy,

一方面，流程模糊不清，

and on the other, too rigid or prescriptive.

另一方面，过于严格或规范性太强。

Building speed bumps,

安装减速带，

well, that makes explicit a cadence or a process to an individual or a team.

向个人或团队明确了节奏或流程。

And I believe that that creates better alignment

而且我相信，这可以让你周围的人

among the humans around you.

更好地保持一致。

But one caution.

但有一点要注意。

If you build speed bumps one after another

如果你一个接一个地安装减速带，

and you're really in a rush to get to your destination,

而你真的很急于到达目的地，

well, you're definitely not going to get there on time.

那么，你肯定不会准时到达目的地。

Zero-to-one humans,

零到一的人，

it's not that they don't want to abide by your corporate protocols,

并不是说他们不想 遵守你的公司协议，

it's that they literally, and I've seen this firsthand,

而是他们确实（我亲眼目睹过），

they literally cannot do the job you've tasked them with --

他们确实无法完成 你分配给他们的工作——

building something net new --

建造全新的东西——

if they slow down for each and every speed bump along the way.

如果他们在路上 每遇到一个减速带就放慢速度。

I'll never forget how one team tasked with new innovation and growth

我永远不会忘记， 一家大型消费品公司的

at a very large consumer products company

一个负责新创新和增长的团队

was also asked to meet with their innovation board

是如何被要求每月与他们的

on a monthly cadence.

创新委员会碰面的。

Now, if you're a doer,

如果你是一个实干家，

that probably doesn't seem like a big deal,

那可能看起来没什么大不了的，

but here's how it played out in practice.

但实际情况是这样的。

During the first week, they made the deck.

在第一周，他们制作了文档。

The second week they took that deck,

第二周，他们拿着那个文档，

they shopped it around, walked the halls,

四处走动，穿过大厅，

aligned their stakeholders.

与利益相关者保持一致。

The third week, that was the meeting.

第三周，是开会。

Then they had to take the feedback, incorporate it in and change their plans,

然后，他们必须根据反馈更改计划，

which left just one week,

只剩下一周，

one week a month to do the work.

一个月只有一周的时间来完成工作。

So build speed bumps.

因此，可以安装减速带。

Just don't build too many.

只是不要安装太多。

And one more thing.

还有一件事。

It's so easy to celebrate what seems new and shiny

庆祝组织中看似创新和闪耀的事物

in an organization.

非常容易。

And trust me, your zero-to-one teams

相信我，你的零到一的队伍

when they are successful,

成功后，

it will seem shinier and newer,

会显得更闪耀、更新，

worthy of confetti,

值得撒花庆祝，

maybe a little champagne.

或许可以来点香槟。

But I like to step back and remember that all wins,

但我想退后一步， 记住胜利属于所有人，

dreamer wins, and doers,

梦想家获胜，实干家也是，

but most certainly the wins that are the results

但最肯定的是，胜利是两支团队

of both teams coming together,

共同努力的结果，

those absolutely deserve confetti.

这胜利绝对值得撒花庆祝。

And it doesn't take your boss to make a party.

而且不需要你的老板就能开个派对。

You are there.

你就在那里。

Stand up, celebrate,

站起来，庆祝，

acknowledge the humans around you,

肯定你身边的人，

be they doers or dreamers,

无论他们是实干家还是梦想家，

for the work that they did to meet you in the middle.

为他们的工作喝彩。

To stack that dishwasher with a little bit more joy.

让洗碗机堆放碗盘时多一点乐趣。

So get out your pompoms

所以拿出你的彩球，

because everyone needs a cheerleader.

因为每个人都需要啦啦队长。

Thank you.

谢谢。

(Applause)

（掌声）