MAKE?MANTRA
推動(dòng)團(tuán)隊(duì)發(fā)展的企業(yè)咒語
Close?your?eyes?and?think?about?how?you?will?serve?your?customers.What?kind?of?meaning?do?you?see?your?organization?making?Most?people?refer?to?this?as?the?“why”or?mission?statement?of?an?organization.
閉上你的眼睛，思考你將為客戶提供怎樣的服務(wù)。你的企業(yè)運(yùn)行的意義何在？很多人將這件事定義為企業(yè)存在的意義和職責(zé)。

Crafting?a?mission?statement?is?usually?a?painful?and?frustrating?experience?that?results?in?exceptional?mediocrity.This?is?almost?inevitable?when?a?large?number?of?people(employees,shareholders,customers,and?partners)?are?made?happy.
草擬一份職責(zé)清單常常會(huì)給你帶來痛苦和挫敗感，結(jié)果就是無一例外地陷入平庸。想讓更多人（員工，投資人，顧客和合伙人）中意的方案，陷入平庸幾乎是無可避免的。

Fortune(or?Forbes,in?my?case)favors?the?bold,so?I?‘ll?give?you?some?advice?that?will?make?life?easy?for?you:Postpone?writing?your?mission?statement.You?can?come?up?with?it?later?when?you?are?successful?and?have?lots?of?time?and?money?to?waste(If?you?are?not?successful,it?won’t?matter?that?you?didn’t?develop?one.)
財(cái)富榜（或是福布斯榜，從我來看）喜歡大膽的人，所以我要給你們一些好提議，讓你們的日子更美好：將撰寫職責(zé)清單延期。你可以把這件事放在成功之后，有大把鈔票揮霍的時(shí)候再去做。（如果你沒有成功，那么沒寫這清單也不是主要原因）

Instead?of?a?mission?statement?and?all?the?baggage?that?comes?with?it,craft?a?mantra?for?your?organization.The?definition?of?mantra?is:
不去寫職責(zé)清單或是背著伴生的其他重負(fù)，而是為自己的企業(yè)創(chuàng)作一個(gè)成功咒語。企業(yè)咒語的定義是這樣的：

??A?sacred?verbal?formula?repeated?in?prayer,meditation,or?in?incantation,such?as?an?invocation?of?a?god,a?magical?spell,or?a?syllable?or?portion?of?scripture?containing?mystical?potentials.
以一種神圣的語言形式所重復(fù)的祈禱，冥想或是誦咒。像神明的話語，神奇的咒語，或是有神秘力量的一個(gè)音節(jié)或是一個(gè)部分。

The?beauty?of?a?mantra?is?that?everyone?expects?it?to?be?short?and?sweet.(Arguably,the?world’s?shortest?mantra?is?the?single?Hindi?word?Om),You?may?never?have?to?write?your?mantra?down,publish?it?in?your?annual?report,or?print?it?on?posters.Instead,if?you?do?have?to?“enforce”?your?mantra?in?these?ways,it’s?not?a?right?mantra.
企業(yè)咒語之美，在于人人希望他是短而甜美的。（也不一定，世界上最短的企業(yè)語是僅僅一個(gè)印度語詞匯：Om）你可能永遠(yuǎn)用不著把你的企業(yè)暗語寫出來，也不用寫到年終總結(jié)里或是因在海報(bào)上。相反，如果你需要這樣做來加強(qiáng)企業(yè)語的效果，這就說你定下的咒語不是最好最適合你的企業(yè)的。

Compare?the?Starbucks?mantra,?“Rewarding?everyday?moments,”to?the?company’s?mission?statement,?“Establish?Starbucks?as?the?premier?purveyor?of?the?fines?coffee?while?we??grow.”Which?is?more?memorable?
看看星巴克的企業(yè)語：“珍視每時(shí)每刻?！币约八穆氊?zé)清單“建立星巴克，并在企業(yè)成長的過程中逐步變成最頂尖的咖啡制造商。”哪一個(gè)更過目難忘？

A?final?thought?on?mantras:Don’t?confuse?mantras?and?tag?lines.A?mantra?is?for?your?employees;it’s?a?guideline?for?how?to??use?your?product?or?service.For?example,Nike’s?mantra?is?“Authentic?athletic?performance.”?Its?tag?line?is?“Just?do?it.”
創(chuàng)造企業(yè)咒語的終極思路：不要將企業(yè)咒語和品牌廣告語相混淆。企業(yè)咒語是寫給你的員工看的，告訴他們?cè)鯓幼龊卯a(chǎn)品，提供服務(wù)。例如，耐克的企業(yè)咒語是“專業(yè)真實(shí)的運(yùn)動(dòng)態(tài)度”；品牌廣告語則是：為所愛勇往直前。