The anti-CEO playbook | Hamdi Ulukaya

譯者: Bruce Sung 審譯者: Yanyan Hong

A cold January day of 2005,

2005 年一個寒冷的一月天，

I took one of my most important drives of my life.

我踏上了今生最重要的路程之一。

I was on this road in upstate New York,

在紐約州北部一條路上，

trying to find this old factory.

找尋一家老工廠。

The day before, I received a flyer in the mail

在那前一天，我信箱裡 收到了一張廣告單，

that said, "Fully equipped yogurt plant for sale."

上面寫著「設備齊全的 優酪工廠出售」。

I threw it in the garbage can.

我把它扔進了垃圾桶。

And 20 minutes later, I picked it up and called the number.

20 分鐘後，我又將它撿起來，

並打了電話過去。

The plant was 85 years old,

那家工廠廠齡 85，

and it was closing.

即將關閉。

So I decided to go see it.

所以，我決定去看看。

At this time,

那時候，

I wasn't sure where this road or my life was going.

我不知道那條路會通到哪裡， 也不確定我人生要走向哪裡。

I owned a small cheese shop

我開一家小乳酪店，

but really hated business.

然而我很討厭做生意。

But the hills and the roads and the smells are all familiar.

但這山丘、道路和氣味都很熟悉。

I grew up in Turkey, in a similar environment,

我在土耳其類似的環境裡長大，

near the Kurdish mountains.

靠近庫德族山區。

My family made cheese and yogurt;

我家人做乳酪和優酪；

I grew up listening to shepherd's stories.

我從小聽著牧羊人的故事長大。

We didn't have much,

我們沒多少資產，

but we had the moon and the stars, simple food, each other.

但我們有星星月亮，

有簡單的食物，有彼此的陪伴。

Eventually, I came to America.

後來，我來到美國。

I didn't even know New York had farms.

我甚至不知道紐約有農場。

I made it to upstate, and I never left.

我到了紐約州北部， 之後便沒再離開。

Now I'm lost.

現在，我迷路了。

I passed the road sign that said "Dead end."

經過了「死胡同」的路標，

Then soon after,

隨後不久，

there it was:

在眼前的

the factory.

便是那工廠。

The smell hit me first.

那氣味先撲了過來。

It was a like a milk container left out in the sun.

聞起來像是牛奶桶被曝曬在陽光下。

The walls were so thick,

厚厚的牆，

paints were peeling, there were cracks everywhere.

油漆剝離，滿是裂紋。

The factory was so old, the owners thought it was worthless.

工廠這麼老，業主認為不值錢。

I thought they left a zero off,

我還以為少寫了個 0，

I couldn't believe the price.

因為要價低得讓我難以置信。

As I entered in,

進去之後，

I stopped noticing things.

我注意的不再是東西。

All I could see were the people.

而是人。

There were 55 of them.

總共 55 名員工。

Just quiet.

一片沉寂。

Their only job was to break the plant apart

他們唯一要做的事就是拆了工廠，

and close it forever.

永久歇業。

I was met with a guy named Rich,

我遇到瑞奇，

the production manager.

他是生產部經理。

He offered to take me around, show me around.

他主動要帶我到處走走看看。

He didn't say much,

他話不多，

but around every corner, he would point out some stories.

但每到一處，他都會指出一些典故。

Rich worked there for 20 years.

瑞奇在那裡已經做了 20 年。

His father made yogurt before him,

在他之前，他父親便是做優酪的，

and his grandfather made cream cheese before that.

而他祖父在那之前， 又是做奶油乳酪的。

You could tell that Rich felt guilty

你看得出瑞奇深感內疚，

that this factory was closing on his watch.

因為這個工廠將在他手上被關了。

What hit me the hardest at that time

當時最打動我的是

was that this wasn't just an old factory.

這不只是一家老工廠。

This was a time machine.

這是一個時間機器。

This is where people built lives, they left for wars,

在這裡曾有許多人建立了人生，

戰時他們出征，

they bragged about home runs and report cards.

他們相互炫耀打了全壘打 或在學校拿了好成績。

But now, it was closing.

但現在，這個地方要關門了。

And the company wasn't just giving up on yogurt,

這公司放棄的不僅是優酪，

it was giving up on them.

更是放棄了他們這些人。

As if they were not good enough.

彷彿他們不夠好。

And I was shocked how these people were behaving.

這些人的表現讓我震驚。

There was no anger, there were no tears.

沒有憤怒，沒有眼淚。

Just silence.

只是沉默。

With grace, they were closing this factory.

他們以優雅的態度執行關廠的任務。

I was so angry

我很生氣

that the CEO was far away,

在遠方的一位 CEO，

in a tower or somewhere,

他在高樓之類的地方，

looking at the spreadsheets

看著業務報表

and closing the factory.

決定關閉這家工廠。

Spreadsheets are lazy.

報表是懶的。

They don't tell you about people, they don't tell you about communities.

他們不會告訴你關於人、 關於社區的情形。

But unfortunately,

但不幸的是，

this is how too many business decisions are made today.

這是太多企業決策的方式。

I was never the same person after what I saw.

目睹那個情況之後，我變了一個人。

On my way back home, I called Mario, my lawyer.

在回家的路上，我打電話 給我的律師馬里奧。

I called Mario, I said, "Mario, I want to buy this place."

我打給馬里奧說： 「馬里奧，我要買這個地方。」

Mario said,

馬里奧說：

"Hamdi, one of the largest food companies in the world is closing this place,

「哈穆迪，全球最大的 食品公司之一要關掉這個地方，

and they're getting out of the yogurt business.

而且他們要退出優酪的行業。

Who the hell are you to make it work?"

你以為你是誰，能讓它起死回生？」

I said, "You're right."

我說：「你說得對。」

But the next day, I called him again,

然而第二天，我又打電話給他，

and I said, "Mario, really, I really want to buy this place."

我說：「馬里奧，真的， 我真的想買這個地方。」

He said, "Hamdi, you have no money.

他說：「哈穆迪，你沒錢。

(Laughter)

（笑聲）

You haven't even paid me in six months."

你甚至已經積欠了我六個月。」

(Laughter)

（笑聲）

Which was true.

那倒是真的。

(Laughter)

（笑聲）

But I got a loan, another loan.

但我取得一筆貸款，另一筆貸款。

By August 2005, I had the keys for this factory.

到 2005 年 8 月， 我拿到了這個工廠的鑰匙。

The first thing I did was to hire four of the original 55 people.

我做的第一件事就是聘回 原來 55 人中的四位。

I had Maria, the office manager.

我有瑪麗亞，辦公室經理。

I had Frank, the wastewater guy.

我有法蘭克，廢水處理員。

I had Mike, the maintenance guy.

我有麥克，他管維修。

And Rich, who showed me the plant, the production guy.

還有當時帶我參觀廠房的 瑞奇，他負責生產。

And we had our first board meeting.

我們召開了第一次董事會議。

Mike says, "Hamdi, what are we going to do now?"

麥克說：「哈穆迪， 我們現在要做什麼？」

They look at me as if I have the magic answer.

他們看著我，好像我有 什麼神奇的答案。

So I said, "Mike,

於是我說：「麥克，

we're going to go to Ace Hardware store,

我們打算去 Ace 五金行，

and we're going to get some paints.

買一些油漆。

And we're going to paint the walls outside."

把外面的牆粉刷粉刷。」

Mike wasn't impressed.

麥克顯然不滿意。

He looked at me.

他看著我。

He said, "Hamdi, that's fine, we’ll do that,

他說：「哈穆迪， 這很好，我們會去做。

but tell me you have more ideas than that."

但請告訴我除此之外 你還有更多的主意。」

(Laughter)

（笑聲）

I said, "I do.

我說：「有。

We'll paint the walls white."

我們將牆面漆成白色。」

(Laughter)

（笑聲）

Honest to God, that was the only idea I had.

老實說，除此我還 真的沒別的主意了。

(Laughter)

（笑聲）

But we painted those walls that summer.

但那個夏天我們把牆都漆好了。

I sometimes wonder

我有時會想，

what they would have said to me if I told them,

如果我這麼說，他們會作何反應：

"See these walls we're painting?

「看到我們漆的這些牆沒？

In two years,

在兩年內，

we're going to launch a yogurt here

我們將在此推出一種優酪，

that Americans have never seen and never tasted before.

是美國人從來沒見過也沒吃過的。

It will be delicious, it will be natural.

不但美味而且全天然。

And we're going to call it 'Chobani' -- it means 'shepherd' in Turkish."

我們要稱它為 Chobani ——土耳其語的「牧羊人」。

And if I said,

如果我說：

"We are going to hire all of the 55 employees back,

「我們會將所有 55 名員工，

或大多數人請回來。

or most of them back.

And then 100 more after, and then 100 more after,

之後又僱用 100 人， 再僱用 100 人，

and then 1,000 more after that."

然後又再僱用 1000 人。」

But if I told them, "You see that town over there?

但如果我告訴他們： 「看到那個小鎮嗎？

Every person we hire, 10 more local jobs will be created.

我們每僱用一個人，會 創造 10 個當地就業機會。

The town will come back to life, the trucks will be all over the roads.

該鎮將起死回生， 路上也會跑滿了卡車。

And the first money we make,

而我們賺的第一筆錢，

we're going to build one of the best Little League baseball fields

要拿來為我們的孩子建造

最好的少棒球場。

for our children.

And five years after that,

五年之後，

we're going to be the number one Greek yogurt brand in the country."

我們將成為全國第一的 希臘優酪品牌。」

Would they have believed me?

他們會相信我嗎？

Of course not.

當然不會。

But that's exactly what happened.

但那確實在其後成真了。

(Applause)

（掌聲）

In painting those walls,

在漆牆的過程中，

we got to know each other.

我們增進了彼此的認識。

We believed in each other.

我們互相信任。

And we figured it out together.

我們一起籌畫出策略。

Five years, me and all my colleagues, we never left the factory.

有五年，我和所有的同事， 我們從來沒離開工廠。

We worked day and night, through the holidays,

我們夜以繼日，過節也沒停下，

to fix that plant.

將工廠整修完成。

The best part of Chobani for me is this:

對我來說 Chobani 最好的部分是：

the same exact people who were given up on

當年那群被拋棄了的人

were the ones who built it back 100 times better than before.

正是將它重建得比以前 好 100 倍的人。

And they all have a financial stake in the company today.

他們今天也都有公司股權。

(Applause)

（掌聲）

And all this time, I kept wondering --

而我一直在想——

you see, I'm not a businessman, I don't come from that tradition --

我不是生意人，沒有企業界傳統——

I just kept wondering: What is this all about?

我一直在想：這一切的 目的究竟是什麼呢？

Corporate America says it's about profits.

美國大公司說：這攸關利潤。

Mainstream business says it's about money.

主流企業說：這是錢的問題。

The CEO playbook says it's about shareholders.

CEO 的手冊說：這是為了股東。

And so much is sacrificed for it -- it's factories, communities, jobs.

為了它可以犧牲的太多了—— 包括工廠、社區、工作等。

But not by CEOs.

但 CEO 們不必做犧牲。

CEOs have their employees suffer for them.

CEO 們有員工代他們受罪。

But yet, the CEOs's pay goes up and up and up.

CEO 們的薪酬一再上升上升上升。

And so many people are left behind.

而有太多人被拋在後頭。

I'm here to tell you:

我在這裡要告訴大家：

no more.

不能再這樣了。

It's not right, it's never been right.

這是不對的，這一直都是不對的。

It's time to admit

現在應該承認

that the playbook that guided businesses and CEOs for the last 40 years

過去 40 年來企業 和 CEO 們遵循的手冊

is broken.

是不對的。

(Applause)

（掌聲）

It tells you everything about business

它告訴你有關業務的一切

except how to be a noble leader.

但沒告訴你如何成為 一個高尚的領導者。

We need a new playbook.

我們需要新手冊。

We need a new playbook that sees people again.

我們需要會考慮到人的新手冊。

That sees above and beyond profits.

它要能看到利潤之外之上的因素。

In the movies, they have a name for people who take a different path

電影裡有那些不依循傳統路子

to do things right.

做正確事情的人。

They call them "antiheroes."

他們被稱為「反英雄」。

I think we need the same idea in business.

我認為在企業經營上 我們需要同樣的想法。

We need anti-CEOs, and we need an anti-CEO playbook.

我們需要反 CEO， 也需要反 CEO 手冊。

So let me tell you about what this anti-CEO playbook is all about.

讓我來告訴你 反 CEO 手冊是怎麼一回事。

An anti-CEO playbook is about gratitude.

反 CEO 手冊是關於感恩。

Today's business book says:

今日的企管書上說：

business exists to maximize profit for the shareholders.

企業存在是為了 幫股東賺最大的利潤。

I think that's the dumbest idea I've ever heard in my life.

我認為那是我這輩子 所聽過最愚蠢的想法。

(Laughter)

（笑聲）

In reality, business should take care of their employees first.

在現實中，企業應該先 照顧好自己的員工。

(Applause)

（掌聲）

You know, a few years ago,

幾年前，

when we announced that we are giving shares to all our 2,000 employees,

當我們宣布發股票給 所有 2,000 名員工，

some people said it's PR, some said it's a gift.

有些人說這是公關技倆， 也有人說這是個禮物。

I said, it's not a gift.

我說，這不是禮物。

I watched it, I've been part of it.

我看著，也參與過它的執行。

They earned it with their talent and with their hard work,

這是他們用自己的才華 與辛勤工作賺來的，

and I don't see any other way.

我所見的就是這樣。

The new way of business --

企業的新途徑——

it's your employees you take care of first.

首先顧到你的員工，

Not the profits.

而不是利潤。

The new anti-CEO playbook is about community.

新的反 CEO 手冊著眼於社區。

Today, the businesses that have it all

如今，擁有一切的企業，

ask communities, "What kind of tax breaks and incentives can you give me?"

只會問社區：「你可以給我 什麼樣的稅收優惠和獎勵？」

The reality is, businesses should go to the struggling communities

而現實是，企業應該要 走入有需要的社區

and ask, "How can I help you?"

並問：「我怎樣可以幫你？」

(Applause)

（掌聲）

When we wanted to build our second yogurt plant,

當我們要蓋第二座優酪工廠時，

Idaho was on nobody's radar screen.

沒人會考慮愛達荷州。

It was too rural, too far away, didn't have much incentives.

因為它太鄉下，距離太遠， 又沒提供多少優惠獎勵。

So I went there.

於是，我去了那裡。

I met with the local people, I met with the farmers.

我和當地人碰面，也會見了農民。

We shook hands, we broke bread.

我們握手，一起用餐。

I said, "I want to build it right here."

我說：「我要蓋在這裡。」

I don't need to see financial studies.

我不需要看到財務研究報告。

And the result --

而結果是——

its community is thriving.

那個社區正在蓬勃發展。

There's new schools that open every year.

每年都有新學校成立。

每年都有新的食品公司開張。

New food companies are coming up every year.

And they told me,

當時他們告訴我：

"You're not going to find any trained workers here."

「在這裡你找不到有經驗的工人。」

I said, "It's OK, we'll teach them."

我說：「沒關係，我們會教他們。」

We partnered with the local community college,

我們與當地社區學院合作，

and while we were building the plant,

還在興建廠房的時候，

we trained hundreds of hundreds of people for advanced manufacturing.

培養了數百人的先進製造技術。

And today, our factory is one of the largest yogurt plants in the world.

今日我們的工廠是世界上 最大的優酪工廠之一。

(Applause)

（掌聲）

The new way of business --

企業的新途徑——

communities.

社區。

Go search for communities that you can be part of.

去找你可以成為其中一分子的社區。

Ask for permission.

請求許可。

And be with them, open the walls and succeed together.

與他們一起，拆除藩籬，

共享成功。

The anti-CEO playbook is about responsibility.

反 CEO 手冊是關於「責任」。

Today's playbook says, the businesses should stay out of politics.

今天的手冊說企業不要涉入政治。

The reality is

而現實情況是

businesses, as citizens, must take a side.

企業，作為公民，必須選邊站。

When we were growing in New York and looking for more people to hire,

當我們在紐約擴展， 需要聘用更多員工的時候，

I remembered that in Utica, an hour away,

我記得在一個小時 路程之遙的 Utica，

there were refugees from Southeast Asia and Africa,

有來自東南亞及非洲的難民，

who were looking for a place to work.

他們正在找地方工作。

"They don't speak English," someone told me.

有人告訴我：「他們不會說英語。」

I said, "I don't really, either. Let's get translators."

我說：「其實我也不會。 我們找人翻譯吧。」

(Laughter)

（笑聲）

"They don't have transportation."

「他們沒交通工具。」

I said, "Let's get buses, it's not a rocket science."

我說：「我們準備巴士。這不難。」

Today,

今天，

in one of America's rural areas,

在美國一個農村地區，

30 percent of the Chobani workforce are immigrants and refugees.

Chobani 的員工有 30％ 是移民和難民。

(Applause) (Cheers)

（鼓掌）（歡呼）

And it changed us for better.

它讓我們變得更好。

The new way of business --

企業的新途徑——

it's business, not government, in the best position to make a change

當今是企業，而不是政府，

最能改變這個世界：

in today's world:

in gun violence, in climate change,

在槍支暴力，在氣候變化，

in income inequality, in refugees, in race.

在收入不平等、 難民與種族問題等方面。

It's business that must take a side.

企業必須要採取立場。

(Applause)

（掌聲）

And lastly, an anti-CEO playbook is about accountability.

最後，反 CEO 手冊是關於問責。

Today's playbook says, the CEO reports to the corporate boards.

今天的手冊裡， CEO 向公司董事會負責。

In my opinion, CEO reports to consumer.

依我之見，CEO 應該向消費者負責。

In the first few years of Chobani,

在 Chobani 的頭幾年，

the 1-800 number on the cup was my personal number.

優酪杯上的客服 電話是我的個人號碼。

（笑聲）

(Laughter)

When somebody called and wrote, I responded personally.

每當有人打電話或寫信來， 我都親自回應。

Sometimes I made changes based on what I heard,

我有時候會基於那些意見而做改變，

because consumer is in power.

因為消費者握有權力。

That's the reason the business exists.

那是企業存在的理由。

It's you -- every single one of you is in power to make changes today.

就是你們——今天你們 每一位都有做改變的權力。

If you don't like the brand and the companies,

如果你不喜歡某品牌和企業，

what they are doing with their business,

如果你不喜歡他們經營方式，

you can throw them into the garbage can.

你可以把他們扔進垃圾筒。

And if you see the ones that are doing it right,

如果你看到做得正確的，

you can reward them.

你可以獎勵他們。

In the end, this is all in our responsibility.

最終，這一切都是我們的責任。

The new way of business --

企業的新途徑——

it's the consumer we report to, not to the corporate boards.

它向消費者，而不是 向公司董事會負責。

You see,

你看，

if you are right with your people,

如果你善待你的員工，

if you are right with your community,

如果你善待你的社區，

if you are right with your product,

如果你善待你的產品，

you will be more profitable,

你的利潤會增加，

you will be more innovative,

你會有更多的創新，

you will have more passionate people working for you

你會有更多充滿激情的人為你工作，

and a community that supports you.

並有整個社區支持你。

And that's what the anti-CEO playbook is all about.

這就是反 CEO 手冊的內容。

The treasure that I found in that factory --

我在那家工廠發現的寶藏——

dignity of work,

工作的尊嚴，

strength of character,

性格的力量，

human spirit --

人類的精神——

is what we need to unleash all across the world.

我們需要將這些散播到全世界。

Brothers and sisters,

各位兄弟姐妹們，

there are people and places all around the world

世界上到處有被忽略、被遺忘的

left out and left behind.

人群和地方。

But their spirit is still strong.

但他們的精神依然強勁。

They just want another chance,

他們只是想要另一個機會，

they want someone to give them a chance again,

他們要有人再給他們一個機會，

not to just build it back, but build it better than before.

不只是要重建， 而是要構建得比以前更好。

And this is the difference between return on investment

這是投資回報率

和善意回報率之間的差異。

and return on kindness.

This is the difference between profit

這是利潤和真正財富之間的區別。

and true wealth.

And if it can happen

如果它可以發生在

in a small town in upstate New York and Idaho,

紐約州北部和愛達荷州的小鎮，

it can happen in every city and town and village across the world.

它也能發生在世界上每一個 城市、鄉鎮，和村里。

This is not the time to build walls,

現在不是建牆的時候，

this is a time to start painting the walls.

而是開始粉刷牆壁的時候。

I leave the colors all up to you.

用什麼顏色，你們自己決定。

Thank you so much.

萬分感謝。

(Applause)

（掌聲）