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11谈判的艺术主动求和的堡垒

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已然失守过半俄罗斯谚语弱者的平衡

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术关于谈判这个话题已有大量

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华而不实的空谈见诸言论与出版物

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尤以政客为甚约翰F肯尼迪

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在故作深沉的就职演说中曾

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慷慨激昂地呼吁同胞让我们永不因

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畏惧而谈判但也绝不畏惧谈判

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这种典型的混乱思维正来自这

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位美国史上最名不副实的总统

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之一空有皮相内里败絮若你因

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畏惧而谈判那根本算不上

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谈判不过是未挂降旗的投降罢了

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至于他宣言的后半段无非

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在说倾听对方诉求总有助于达成

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互利协议这等常识何劳世界

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最具权势者来指点迷津谈判也是

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一个热门话题美国企业管理大师们出版

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的那些厚重大部头著作中常出现

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诸如偷天换日之术或孙子的分秒

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经理人这类标题这些内容颇为有趣

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但与致富关系甚微除非是

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在那些指望靠撰写哗众取宠的糟粕

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跻身安逸穷人之列的作家们

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臆想中然而严肃的谈判确实与

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致富息息相关这既因为出色的谈判

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者能在某些情境中真正扭转乾坤

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也令人惊讶地在于许多人自诩

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为谈判高手根据我的经验现实

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往往更为平淡我们大多数人的谈判能力

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相当平庸多数谈判本无必要对方

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往往与你同样聪明或愚蠢最终

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几乎总是弱势平衡决定结果贪婪与

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需求对决时通常是前者胜出所有

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的谈判都源于软弱除非你

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是那种奇怪群体中的一员

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对讨价还价和谈判过程本身感到陶醉

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当然讨价还价可能很有趣但就本

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书而言它只是达到目的的手段

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如果你过于喜欢讨价还价我的建议

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是别再想着用传统方式

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赚钱而是考虑成为一名政治家这样

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你就可以年复一年地掠夺和剥削

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你的同胞而不会危及自己的

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财务安全或资本你这个混蛋顺便

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说一句请习惯别人把你

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当成混蛋毕竟除了他们自己几乎所有

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人都这么看待政治家对于我们这些

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普通上班族来说严肃的谈判就

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像诉诸法律摆脱困境一样应当留给

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重要场合大多数所谓的谈判根本算

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不上谈判它们只是日常生活的组成部分

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谈判的方式取决于参与方讨论主题

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你日常的管理风格以及当天起床

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时的心情举个简单的例子

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有位员工希望每天接送孩子上

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下学这据说会与他或她

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的正常工作时间冲突多大点

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事如果这位员工对你很

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重要你大概会竭尽全力协商出解决

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方案若他们无足轻重你多半会严格

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执行工作所在国家或地区的法律

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条文或是敷衍地套用公司的内部

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规定就我个人而言我会允许

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他们这么做但这既是因为我

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是个闲散的经理又是个老好人至少

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在人事问题上如此无论你作

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何决定你参与的都不是协商

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而是在解决问题这一原则同样

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适用于中层薪资谈判大多数人资事务

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职位头衔的讨价还价绩效考核以及生

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鲜鱼品的定价真正的谈判如同

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坠入爱河或许你曾逢场作戏几次也曾

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对一两位恋人怦然心动但当你真正

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陷入爱河时兄弟姐妹们你会

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瞬间明白这就是爱情就像被闪电击中

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这才是严肃谈判该有的模样这种

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经历你大概有过一两次吧管理

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式讨价还价与严肃谈判切勿将严肃

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谈判与管理式讨价还价混为一谈二者所

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需的技能截然不同所有卓越的企业

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所有运营良好的组织都需要优秀

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的管理者和出色的员工这

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一点至少是显而易见的忽视这

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一点将自担风险但寻找那些

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能为琐碎任务注入使命感能

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识别潜力人选培养大器晚成者解雇庸才

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与抱怨者并能适应环境变化

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的管理者这种探寻识别与培养

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并非关于谈判它关乎在企业中

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树立真正任人唯贤的典范让裙带关系无处

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遁形让渴望成功者获得充分的

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机会与鼓励至此道理依然清晰明了

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同样地所有组织都是创始人的映照

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这听起来或许不可思议但历史已

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反复印证这一规律即便创始人早已

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离世其影响仍会延续数十年例如

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好莱坞影迷告诉我米高梅的老电影

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通常比华纳兄弟的影片略少暗黑

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气质这是源自创始人的厂牌风格经年累月

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渗透到每家制片厂的导演制片人

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乃至演员的创作中我猜想诸位

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唯一关心的风格是打造既高效

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盈利又适宜工作的组织这目标

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明智且值得称赞但无论多么必要

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多么值得推崇这类目标本质上

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属于中高层管理者的解题范畴请

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记住你读这本书不是为了

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成为一名成功的管理者管理

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者很少能致富大多数管理者只是

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执行者而你必须将目光投向

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另一个目标事实上是多个目标在通往

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致富的道路上你可能需要暂时

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伪装成管理者短期如此并且在

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被迫承担这个角色时努力成为一

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名优秀的管理者但即使你

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发现自己确实具备管理所需的细致

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才能最好也应在有能力雇佣

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合适人员后尽快放弃这个角色

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你根本不会有时间去决定谁

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在哪个办公室工作圣诞派对在哪里

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举办或者公司关于内部茶饮和咖啡

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供应的政策如果作为所有者你确实

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发现自己有时间参与这类决策

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那么我要告诉你你的组织

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正陷入严重困境就我个人而言

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我认为自己从未在旗下任何公司

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担任过出色的董事总经理或首席执行官

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因此关于中层管理人员的选拔建议

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我只能提供以下几点这个世界从不

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缺少胸怀壮志的副手绝大多数人追求的

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是职业稳定工作成就感以及对

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他人的支配权这些远比财富

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更具吸引力这实在是件幸事

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倘若世上所有优秀管理者都执意

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追求财富并甘愿为此承担必要风险

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那么像你我这样的普通人恐怕

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难有出头之日管理效率确实至关重要忠诚

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重要公平重要沉稳的性情重要懂得

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适当妥协也重要若没有管理者

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持续践行这些品质组织必将衰败但

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在涉及重大利益关乎未来命运的

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关键谈判中这些品质未必应当被

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带入谈判桌它们是一流管理

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者的特质而非谈判者的

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素养严肃谈判与日常磋商截然不同需要

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采取差异化的应对策略谈判至少

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会暴露其中一方的立场弱点这

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与无需暴露弱点的日常磋商形成

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鲜明对比首要任务或许也是最关键

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的就是精准定位这些薄弱环节

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所在当然在严肃谈判中双方阵营

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通常都存在弱点至少在一定程度

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上如此此时迅速判断哪方弱点

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更为紧迫可能造成灾难性后果至关重要

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即时性的弱点平衡往往比长期

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实力对比更具决定性正因如此

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小型公司和个人有时能在谈判

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中胜过规模更大的对手尤其是

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在新兴市场和技术领域当实力

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雄厚的大型组织认定自己必须获得

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某项炫酷新技术或其他资源时

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往往会允许自己付出远超合理

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范围的代价财经媒体的报道中

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这类案例早已屡见不鲜力量的失衡

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也是为何英国农民完全受制于超市

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连锁巨头的原因同样解释了为何

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英国民众在多数食品上的花费

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远超欧洲其他国家英国食物并非

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更优质实际上其品质略逊于

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法国等地的食品但在利用

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弱势平衡方面英国超市无疑是行家里手

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农民们缺乏议价能力而超市连锁

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却深谙谈判之道超市拥有

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充沛现金流与多元供应渠道农民

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却要急着修理故障拖拉机并

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支付兽医账单弱势的天平严重倾向

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农民一方除非中央政府介入否则结局早已

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注定超市有一个微小的弱点非常

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微小它们需要定期且大批量地

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采购食品并且要求品质和稳定性如果

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食品变得稀缺平衡将被打破农民

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将开始重击超市但眼下农民毫无

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胜算有太多来源持续提供着

185
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质量尚可的食品而我们的政府

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选择不予干预在美国关于沃尔玛的

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几本书中可以找到一个绝佳的

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例子既体现了弱点平衡原则又

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与之相悖沃尔玛可以说是世界

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上最大的企业它无疑是全球

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最大的零售商其采购经理们养成

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了一种习惯既让现有和潜在

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的供应商感到困扰又让沃尔玛

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自身获利丰厚沃尔玛不仅坚持要求供应

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商提供极具竞争力的价格这

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可以说是美国所有管理政策中

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惠及消费者最多的一项有时还

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坚持要求供应商无论如何都要达到

199
00:09:50,524 --> 00:09:52,674
沃尔玛的定价标准无论这对供应

200
00:09:52,674 --> 00:09:55,274
商或制造商造成多大成本压力

201
00:09:55,848 --> 00:09:58,162
这一做法促使一家知名割草

202
00:09:58,162 --> 00:10:00,824
机品牌的首席执行官做出了极其勇敢

203
00:10:00,824 --> 00:10:03,912
的决定令整个园艺机械行业震惊

204
00:10:03,912 --> 00:10:06,899
的是他毅然将全线产品撤出

205
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沃尔玛货架瞬间牺牲了数百万美元的销售

206
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总额他疯了吗为何要这样

207
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做因为他想明白了三件事

208
00:10:16,662 --> 00:10:19,850
首先他只有通过降低机械质量才能

209
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满足沃尔玛对其公司的价格要求

210
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而这些机械将不得不在国外而

211
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非美国本土生产一旦他这么做

212
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了他就可能永远受制于沃尔玛

213
00:10:30,937 --> 00:10:33,912
其次在挑剔的消费者眼中他

214
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公司的声誉可能会受损换句话说

215
00:10:37,625 --> 00:10:40,112
即使通过沃尔玛销售他新推出的

216
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廉价产品使利润暂时增加他的

217
00:10:43,912 --> 00:10:46,511
公司和品牌资产价值仍可能受

218
00:10:46,511 --> 00:10:49,761
损第三他知道还有另一种

219
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选择美国各地仍存在大量独立的

220
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园艺机械零售商通过将营销和销售

221
00:10:56,836 --> 00:10:58,924
精力集中在这类独立渠道上

222
00:10:59,287 --> 00:11:01,287
他可以在保持品牌在质量上

223
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的领导地位的同时发展公司而且

224
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他的策略也奏效了这一切

225
00:11:06,761 --> 00:11:09,487
的是非对错并不重要如果

226
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我能像英国超市和沃尔玛那样安排

227
00:11:12,237 --> 00:11:14,850
杂志出版和互联网网站业务我会

228
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毫不犹豫地这样做前提是我是

229
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一家超市而不是农民或者看看银行

230
00:11:20,725 --> 00:11:23,062
对初创公司或小型企业的态度

231
00:11:23,636 --> 00:11:25,312
如果你因为发不出工资而

232
00:11:25,324 --> 00:11:27,500
需要贷款几乎可以肯定你拿不

233
00:11:27,500 --> 00:11:30,875
到呃应该说你绝对肯定拿

234
00:11:30,875 --> 00:11:33,699
不到弱势地位的悬殊如此明显

235
00:11:33,799 --> 00:11:37,049
且迫在眉睫没有人会愿意浪费时间听

236
00:11:37,049 --> 00:11:39,324
你的恳求但如果你需要贷款

237
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比如说因为你希望将一家私营公司

238
00:11:42,399 --> 00:11:45,699
在不久的将来成功上市换句话说你

239
00:11:45,711 --> 00:11:48,187
并非真的需要贷款只是获得贷款

240
00:11:48,299 --> 00:11:50,386
会更为便利那么贷款就会像

241
00:11:50,412 --> 00:11:54,261
五彩纸屑般向你纷至沓来毕竟银行

242
00:11:54,274 --> 00:11:56,886
需要通过销售专业服务以及收取利息

243
00:11:56,912 --> 00:11:58,899
来赚钱而你现在是一位

244
00:11:58,924 --> 00:12:01,324
潜在的重要客户一个很可能需要

245
00:12:01,324 --> 00:12:03,424
这些专业服务的客户而不是一个

246
00:12:03,537 --> 00:12:06,737
捧着破旧商业计划书卑躬屈膝的乞求

247
00:12:06,737 --> 00:12:06,975
者

248
00:12:07,100 --> 00:12:09,975
大象与跳蚤如果这一切让你

249
00:12:09,986 --> 00:12:12,062
觉得资本的控制者就像是

250
00:12:12,086 --> 00:12:14,562
丛林中的十吨重大象那么你的感觉

251
00:12:14,575 --> 00:12:17,899
没错但事情还有另一面你的

252
00:12:17,912 --> 00:12:20,312
小公司或许只是企业大象领地中

253
00:12:20,312 --> 00:12:22,424
的一只跳蚤甚至是他直到

254
00:12:22,437 --> 00:12:24,948
最近才勉强注意到的存在但

255
00:12:24,948 --> 00:12:26,875
这头大象愿意付出多少代价来

256
00:12:26,886 --> 00:12:30,236
摆脱你或是收购你呢尤其是当

257
00:12:30,236 --> 00:12:31,912
你的业务虽小却在不断

258
00:12:31,912 --> 00:12:35,225
壮大而大象的业务却停滞不前时

259
00:12:35,787 --> 00:12:38,000
因为大象有一位主人一位

260
00:12:38,024 --> 00:12:40,261
驯象师而他的主人是个

261
00:12:40,287 --> 00:12:42,825
冷酷无情的家伙手持带刺的

262
00:12:42,836 --> 00:12:45,711
铁棍和猎象枪他还有个更

263
00:12:45,711 --> 00:12:49,037
广为人知的名字机构投资者所有

264
00:12:49,062 --> 00:12:51,412
初创企业家每晚都该为这些神奇

265
00:12:51,412 --> 00:12:54,548
的生物机构投资者祈祷亲爱的上帝

266
00:12:54,787 --> 00:12:56,875
感谢您感谢大公司里的机构

267
00:12:56,886 --> 00:13:00,350
投资者机构投资者通常指养老基金或

268
00:13:00,361 --> 00:13:02,886
储蓄公司这个术语就是指那些

269
00:13:02,899 --> 00:13:07,125
持有上市公司大量股份的实体那么为什么

270
00:13:07,700 --> 00:13:10,950
为什么你要为他们祈祷大型企业中

271
00:13:10,950 --> 00:13:13,761
的机构投资者与培养企业家严肃谈判

272
00:13:13,761 --> 00:13:17,200
技巧并致富有什么关系一切我

273
00:13:17,200 --> 00:13:20,625
的朋友一切因为大象必须向主人

274
00:13:20,636 --> 00:13:23,149
展示自己是一头与时俱进的大象

275
00:13:23,724 --> 00:13:26,787
一头精明的大象一头能预知丛林

276
00:13:26,798 --> 00:13:29,961
领地中即将发生什么下一件大事

277
00:13:30,086 --> 00:13:33,111
会是什么的大象否则它就要冒着

278
00:13:33,136 --> 00:13:35,386
股价下跌的风险被那根可恶

279
00:13:35,386 --> 00:13:37,761
的铁棍伤害甚至被凶猛的机构

280
00:13:37,774 --> 00:13:40,136
投资者射杀然后他们会换一头

281
00:13:40,162 --> 00:13:42,361
新大象任由旧象的尸骨

282
00:13:42,461 --> 00:13:45,861
在丛林地面上腐烂现在你有

283
00:13:45,861 --> 00:13:47,761
了一个想法你与你的小

284
00:13:47,761 --> 00:13:50,162
团队一起培育它如今它已成为

285
00:13:50,173 --> 00:13:53,011
现实尽管还很微小更妙的

286
00:13:53,011 --> 00:13:56,111
是它看起来已经在运作或者很快

287
00:13:56,111 --> 00:13:58,673
就能成功大象担心它的主人

288
00:13:58,673 --> 00:14:00,474
会听说这只小跳蚤的想法

289
00:14:00,761 --> 00:14:03,187
而自己可能会因为没有先想到

290
00:14:03,274 --> 00:14:06,825
而受到惩罚要知道大多数大象都

291
00:14:06,825 --> 00:14:09,836
有些懒惰大象明白自己必须做什么

292
00:14:10,399 --> 00:14:12,662
于是它笨重地走过来与你

293
00:14:12,662 --> 00:14:15,386
见面它以前已经这样做过很多次

294
00:14:15,662 --> 00:14:19,861
与许多其他跳蚤打过交道因此大象来到

295
00:14:19,886 --> 00:14:22,511
跳蚤面前并非出于自愿在它那

296
00:14:22,537 --> 00:14:25,011
庞大而官僚的内心深处它其实

297
00:14:25,024 --> 00:14:27,324
希望一切保持不变通常是因为

298
00:14:27,324 --> 00:14:29,136
它害怕它的驯象师胜过

299
00:14:29,149 --> 00:14:32,937
它鄙视跳蚤而且公平地说有时

300
00:14:32,949 --> 00:14:35,324
也是因为大象和我们其他人一样

301
00:14:35,424 --> 00:14:39,037
充满好奇心但永远不要忘记他最初为何

302
00:14:39,037 --> 00:14:41,473
而来他并不爱你他

303
00:14:41,486 --> 00:14:44,687
并非你的朋友尽管他可能假装是他

304
00:14:44,699 --> 00:14:46,662
或许并不恨你甚至对你

305
00:14:46,674 --> 00:14:49,836
怀有几分欣赏他必定会奉承你

306
00:14:50,399 --> 00:14:52,836
但请记住他是被迫而来

307
00:14:53,386 --> 00:14:56,361
是恐惧驱使他对他主子机构

308
00:14:56,375 --> 00:14:59,636
投资者的恐惧而当他真正到来

309
00:14:59,636 --> 00:15:02,723
的那一天欢呼吧当他打

310
00:15:02,723 --> 00:15:05,412
出那通令他深恶痛绝的电话时

311
00:15:05,625 --> 00:15:08,799
是令他厌恶请注意便是好戏开场

312
00:15:08,812 --> 00:15:12,324
之日此刻娴熟的谈判技巧与

313
00:15:12,324 --> 00:15:14,723
对当下丛林法则中强弱态势的

314
00:15:14,750 --> 00:15:18,024
冷静洞察足以在一夜之间彻底改变你

315
00:15:18,024 --> 00:15:21,074
的人生这种改变将是永恒的

316
00:15:21,636 --> 00:15:24,187
正如它曾改变我的命运让

317
00:15:24,187 --> 00:15:26,486
我们来看几个大象找跳蚤的实例

318
00:15:27,062 --> 00:15:31,162
当然有时跳蚤不得不主动接近大象这种

319
00:15:31,162 --> 00:15:33,336
情况不太妙我们稍后再

320
00:15:33,336 --> 00:15:36,136
谈大象误判了自身需求孩子们

321
00:15:36,424 --> 00:15:38,586
都坐舒服了吗那我们开始

322
00:15:38,586 --> 00:15:42,761
吧那是1981年个人计算机在世界

323
00:15:42,774 --> 00:15:46,011
范围内还是新鲜事物远非如今我们视为

324
00:15:46,037 --> 00:15:48,836
理所当然的日常用品在任何明智的

325
00:15:48,848 --> 00:15:52,399
公司无论规模大小的办公室里它们

326
00:15:52,412 --> 00:15:55,236
几乎不见踪影除非是在那些帮助创造

327
00:15:55,250 --> 00:15:57,486
计算机或为其开发软件的公司

328
00:15:57,486 --> 00:16:00,000
里以及极少数出版相关专业杂志

329
00:16:00,000 --> 00:16:03,111
的公司中丹尼斯出版有限公司正是这样

330
00:16:03,125 --> 00:16:06,223
一家小型专业杂志出版公司在英国

331
00:16:06,236 --> 00:16:08,723
拥有几百万英镑的营业额在美国的

332
00:16:08,736 --> 00:16:12,361
市场地位则岌岌可危它的财务状况

333
00:16:12,461 --> 00:16:16,437
摇摇欲坠公司所有者是个贪婪的小跳蚤

334
00:16:16,750 --> 00:16:20,000
决心永不重返监狱也绝不在有生之年

335
00:16:20,098 --> 00:16:22,761
向任何人汇报工作这只跳蚤

336
00:16:22,875 --> 00:16:26,112
已从创办者安杰洛兹戈雷莱茨手中获得

337
00:16:26,112 --> 00:16:28,737
了欧洲首本个人电脑杂志的控股权

338
00:16:29,299 --> 00:16:32,975
该杂志名为个人电脑世界简称PCW

339
00:16:33,549 --> 00:16:36,049
它的规模并不算大安杰洛

340
00:16:36,074 --> 00:16:38,600
与跳蚤还协助筹办了一系列展览

341
00:16:38,975 --> 00:16:41,711
让硬件与软件制造商得以展示最新

342
00:16:41,725 --> 00:16:45,112
产品这些举措有效提升了PCW的

343
00:16:45,125 --> 00:16:49,836
销量与公信力个人电脑世界杂志社已竭尽全力

344
00:16:49,949 --> 00:16:53,112
配备优秀的编辑和撰稿团队由于

345
00:16:53,136 --> 00:16:56,312
竞争对手寥寥无几这项任务比往常

346
00:16:56,336 --> 00:16:59,162
轻松许多该杂志还拥有一流的

347
00:16:59,174 --> 00:17:01,375
设计师和几位极具拼劲的

348
00:17:01,399 --> 00:17:04,686
广告销售人员虽然尚未达到锦衣玉食的

349
00:17:04,699 --> 00:17:08,362
程度但个人电脑世界确实是个令人振奋

350
00:17:08,362 --> 00:17:10,949
的工作平台它所报道的行业

351
00:17:11,061 --> 00:17:13,250
本身就是一个崭新而充满活力

352
00:17:13,250 --> 00:17:16,086
的领域空气中弥漫着技术革命的

353
00:17:16,099 --> 00:17:19,261
硝烟这份杂志正处在革命浪潮

354
00:17:19,261 --> 00:17:22,273
的核心地带全体成员与所有者对

355
00:17:22,273 --> 00:17:26,049
此都了然于心其他杂志跳蚤开始注意

356
00:17:26,049 --> 00:17:28,398
到这一点他们纷纷推出自己

357
00:17:28,398 --> 00:17:31,974
的个人电脑杂志但他们投入不足这些

358
00:17:31,987 --> 00:17:35,961
杂志都不及个人电脑世界出色随着时间

359
00:17:35,961 --> 00:17:39,824
的推移其中大多数杂志要么停刊要么

360
00:17:39,849 --> 00:17:43,398
逐渐凋零这只跳蚤加倍努力通过

361
00:17:43,412 --> 00:17:46,136
出版关于流行音乐和熊猫的一次性

362
00:17:46,162 --> 00:17:49,049
垃圾杂志来获取现金他将这些

363
00:17:49,061 --> 00:17:53,898
资金全部注入个人电脑世界毫无疑问这项

364
00:17:53,912 --> 00:17:56,537
投资决定是跳蚤一生中第二或

365
00:17:56,549 --> 00:17:58,037
第三重要的商业决策

366
00:17:58,099 --> 00:18:00,287
最重要的是这只跳蚤和

367
00:18:00,287 --> 00:18:02,700
他的杂志正顺应潮流而行

368
00:18:03,086 --> 00:18:07,386
而非逆流而上个人电脑世界随着市场一同

369
00:18:07,400 --> 00:18:10,375
成长每期都有更多读者加入

370
00:18:10,936 --> 00:18:13,875
广告也开始增多而且是大幅增长

371
00:18:14,436 --> 00:18:18,511
安杰洛兹戈雷莱茨和跳蚤都为此深感自豪

372
00:18:19,061 --> 00:18:22,574
随后灾难降临这只跳蚤愚蠢地

373
00:18:22,599 --> 00:18:25,186
创办了一份流行音乐周刊他

374
00:18:25,186 --> 00:18:28,287
开始相信自己能创造奇迹这份周刊

375
00:18:28,311 --> 00:18:30,936
起初获得成功随后却演变成一

376
00:18:30,936 --> 00:18:34,298
场可怕的吞噬现金的灾难跳蚤

377
00:18:34,325 --> 00:18:37,011
陷入恐慌甚至考虑将小公司的

378
00:18:37,037 --> 00:18:40,298
一半股权出售给友好合作伙伴商业

379
00:18:40,311 --> 00:18:43,849
术语称之为白衣骑士幸运的是这笔

380
00:18:43,849 --> 00:18:47,023
交易最终告吹因为合作方要求他

381
00:18:47,136 --> 00:18:50,086
立即停刊流行音乐周刊而跳蚤既

382
00:18:50,099 --> 00:18:53,075
缺乏勇气也缺乏智慧做出这个决定

383
00:18:53,636 --> 00:18:57,125
当白衣骑士们转身离去时灭顶之灾已

384
00:18:57,125 --> 00:18:59,825
在这家小公司眼前浮现公司产生

385
00:18:59,825 --> 00:19:02,650
的现金流根本不足以喂养PCW

386
00:19:02,875 --> 00:19:04,673
这头日益庞大的吞金巨

387
00:19:04,673 --> 00:19:08,311
兽跳蚤关闭了流行音乐周刊他

388
00:19:08,311 --> 00:19:11,500
是被迫的纯粹是运气使然他

389
00:19:11,500 --> 00:19:13,473
的固执让他没有卖掉公司

390
00:19:13,500 --> 00:19:16,223
一半的股份但资金短缺的阴影

391
00:19:16,325 --> 00:19:19,836
依然逼近你必须记住跳蚤仍然是个

392
00:19:19,862 --> 00:19:23,750
贪婪的小家伙渴望尽早成为百万富翁一

393
00:19:23,750 --> 00:19:25,598
位高大和蔼的男子找到了他

394
00:19:25,950 --> 00:19:27,912
这位男子与他的搭档共同

395
00:19:27,923 --> 00:19:31,500
帮助建立了EMAP东米德兰联合出版社

396
00:19:31,673 --> 00:19:34,625
这是英国最大的杂志巨头之一他

397
00:19:34,625 --> 00:19:37,836
的名字叫大卫大卫和跳蚤进行

398
00:19:37,836 --> 00:19:41,086
了多次会面后来大卫和他的

399
00:19:41,098 --> 00:19:43,211
搭档罗宾会成为跳蚤的好朋友

400
00:19:43,761 --> 00:19:46,400
但现在不是谈友谊的时候现在

401
00:19:46,400 --> 00:19:49,450
是严肃谈判的时刻大卫和罗宾

402
00:19:49,450 --> 00:19:51,848
是杂志界的传奇人物他们在

403
00:19:51,875 --> 00:19:55,836
性格和外貌上截然相反大卫温文尔雅

404
00:19:56,025 --> 00:19:59,423
身形清瘦个子很高待人友善且

405
00:19:59,436 --> 00:20:02,473
毫无攻击性你不必询问就能

406
00:20:02,473 --> 00:20:05,098
看出他受过高等教育他本可以

407
00:20:05,112 --> 00:20:07,811
成为一流的外交官他深谙从

408
00:20:07,824 --> 00:20:11,287
跳蚤市场发掘珍品的门道我记得自己

409
00:20:11,311 --> 00:20:13,461
第一次品尝到像样的葡萄酒就是

410
00:20:13,473 --> 00:20:17,211
和大卫一起罗宾则脾气古怪才华横溢

411
00:20:17,375 --> 00:20:19,862
有时性情暴躁他对愚钝之人

412
00:20:19,886 --> 00:20:23,336
毫无耐心但对杂志行业了如指掌深受

413
00:20:23,348 --> 00:20:25,987
EMAP集团员工的敬重他不愿把

414
00:20:26,000 --> 00:20:28,775
时间浪费在餐厅应酬和奉承客户

415
00:20:29,211 --> 00:20:32,674
更别说应付跳蚤商贩初次见面时我

416
00:20:32,674 --> 00:20:34,650
对他并无好感不过在往后

417
00:20:34,650 --> 00:20:36,750
的岁月里我会越来越欣赏他

418
00:20:37,311 --> 00:20:39,711
大卫察觉到了这点便让罗宾

419
00:20:39,737 --> 00:20:43,650
暂避锋芒大卫与跳蚤就PCW可能

420
00:20:43,662 --> 00:20:45,799
出售给EMAP一事进行了一

421
00:20:45,799 --> 00:20:48,723
场激烈的拉锯战跳蚤咨询了税务

422
00:20:48,723 --> 00:20:51,723
顾问安杰洛和律师还与美国那边

423
00:20:51,723 --> 00:20:55,299
的白衣骑士合伙人通了气谈判愈演愈烈

424
00:20:55,525 --> 00:20:58,949
跳蚤意识到尽管大卫表面一如既往地镇定

425
00:20:59,275 --> 00:21:02,775
内心却急于尽快达成交易在伦敦

426
00:21:02,775 --> 00:21:04,824
市中心跳蚤的公寓里举行了一

427
00:21:04,824 --> 00:21:08,049
场关键会议大卫差一点就要说服跳蚤

428
00:21:08,074 --> 00:21:11,961
立即出售PCW差一点就要以180万美元

429
00:21:11,973 --> 00:21:15,025
左右的价格握手成交这对一本新

430
00:21:15,025 --> 00:21:19,074
杂志来说堪称天价别忘了跳蚤

431
00:21:19,098 --> 00:21:21,973
可是个贪得无厌的家伙但正如先前

432
00:21:22,000 --> 00:21:24,449
是傻运气救了跳蚤这次则

433
00:21:24,449 --> 00:21:27,299
是本能挽救了他那种本能加上

434
00:21:27,324 --> 00:21:30,162
白衣骑士们和其他人的建议更

435
00:21:30,162 --> 00:21:33,150
何况在这次会面中大象经理眼

436
00:21:33,150 --> 00:21:35,737
中闪烁的微妙光芒让跳蚤颇

437
00:21:35,737 --> 00:21:38,162
感不适他提出了更高要价

438
00:21:38,525 --> 00:21:41,186
这令大卫大为光火而这一次

439
00:21:41,511 --> 00:21:43,662
对方的恼怒也毫不掩饰地表露

440
00:21:43,662 --> 00:21:46,723
了出来几周来这只跳蚤一直

441
00:21:46,723 --> 00:21:49,150
在思忖是否因自己的贪婪与

442
00:21:49,162 --> 00:21:52,125
天真毁掉了获救的机会或许他

443
00:21:52,125 --> 00:21:55,223
把大象逼得太紧了身边确实有人持

444
00:21:55,237 --> 00:21:58,924
这种看法但实际情况是EMAP大象的

445
00:21:58,936 --> 00:22:01,261
管理层一直在与其他跳蚤接触

446
00:22:01,824 --> 00:22:04,237
他们认为能用低于260万美元的

447
00:22:04,250 --> 00:22:07,237
价格获得与PCW极其相似的东西

448
00:22:07,799 --> 00:22:11,049
这一次EMAP大象错误判断了双方

449
00:22:11,049 --> 00:22:14,299
的强弱态势低估了自身需求这个

450
00:22:14,311 --> 00:22:16,849
失误将在未来数年让它付出

451
00:22:16,875 --> 00:22:20,349
沉重代价因为不久之后这只跳蚤

452
00:22:20,375 --> 00:22:23,511
就会出售PCW但绝不是180万

453
00:22:23,511 --> 00:22:27,311
美元远远不止接下来要讲述的正是

454
00:22:27,324 --> 00:22:29,449
这笔交易的达成过程与最终

455
00:22:29,461 --> 00:22:32,862
价格丛林里从不缺大象任何丛林

456
00:22:32,862 --> 00:22:35,449
里都不止一头大象这实在

457
00:22:35,449 --> 00:22:38,148
是幸事当丛林里只有一头

458
00:22:38,162 --> 00:22:41,561
大象时跳蚤几乎毫无胜算垄断者

459
00:22:41,586 --> 00:22:45,061
与创业者从来水火不容在与大卫在

460
00:22:45,074 --> 00:22:48,074
跳蚤公寓那次命运攸关的会面后不久又

461
00:22:48,074 --> 00:22:50,537
一头大象前来拜访这是一头名

462
00:22:50,537 --> 00:22:53,250
为VNU的荷兰大象在欧洲各地

463
00:22:53,273 --> 00:22:55,836
都有据点这头巨兽在各类

464
00:22:55,849 --> 00:22:58,686
杂志出版领域经验丰富在英国拥有

465
00:22:58,711 --> 00:23:01,398
庞大的企业级业务旗下包括服务

466
00:23:01,398 --> 00:23:04,186
于大型传统小型机及大型机部门的

467
00:23:04,211 --> 00:23:07,549
专业杂志照例的寒暄与商业试探

468
00:23:07,574 --> 00:23:10,862
如期展开跳蚤开始享受高级餐厅的

469
00:23:10,886 --> 00:23:13,674
午餐与美酒尤其当无需自掏腰包

470
00:23:13,674 --> 00:23:16,224
时但跳蚤也学会了不为

471
00:23:16,237 --> 00:23:18,574
奉承所动始终紧盯对方的

472
00:23:18,586 --> 00:23:21,662
软肋这头特殊的大象怀有近乎

473
00:23:21,686 --> 00:23:25,061
独一无二的迫切需求而跳蚤决心要

474
00:23:25,074 --> 00:23:28,561
充分利用这一点跳蚤怀疑大型计算机

475
00:23:28,574 --> 00:23:32,787
设备将永远存在但个人电脑也就是后来

476
00:23:32,811 --> 00:23:35,125
被称为台式机的设备才是未来的

477
00:23:35,136 --> 00:23:37,561
趋势它们与需要穿白大褂的

478
00:23:37,561 --> 00:23:40,086
人操作占据整个小房间大小的

479
00:23:40,099 --> 00:23:43,162
主机和系统完全不同如果这头

480
00:23:43,186 --> 00:23:45,511
老迈的荷兰大象错过了即将到来

481
00:23:45,511 --> 00:23:47,750
的台式机潮流它的驯象

482
00:23:47,750 --> 00:23:50,500
师会特别生气这正是它独特

483
00:23:50,500 --> 00:23:53,474
的弱点而且它是如此庞大的

484
00:23:53,487 --> 00:23:55,324
一头象而它的驯象

485
00:23:55,324 --> 00:23:59,162
师又是如此严厉的主人当然跳蚤

486
00:23:59,186 --> 00:24:01,273
也有一个弱点一个我们已经知道的

487
00:24:01,287 --> 00:24:05,487
弱点它非常缺钱而且贪婪跳蚤

488
00:24:05,511 --> 00:24:07,461
能否在资金短缺的情况下生存

489
00:24:07,461 --> 00:24:10,424
下来并足够长久地克制它年轻

490
00:24:10,424 --> 00:24:14,037
的贪婪孩子们你们会问足够

491
00:24:14,049 --> 00:24:15,487
长久是为了什么

492
00:24:16,099 --> 00:24:18,386
足够长久到让这头荷兰大象

493
00:24:18,511 --> 00:24:21,737
变得真正真正地绝望它能做到

494
00:24:21,737 --> 00:24:25,011
吗这是跳蚤的计划他的专业

495
00:24:25,011 --> 00:24:28,250
顾问们憎恶这个计划这很愚蠢

496
00:24:28,811 --> 00:24:30,875
一只跳蚤怎能与大象比

497
00:24:30,886 --> 00:24:34,375
耐力但事实上它可以你要知道

498
00:24:34,674 --> 00:24:36,824
短时间内它可以而在此

499
00:24:36,824 --> 00:24:40,261
期间跳蚤的杂志正顺风顺水每期

500
00:24:40,273 --> 00:24:44,011
发行量不断增长广告收入持续增加这

501
00:24:44,011 --> 00:24:47,199
位跳蚤甚至将个人计算机世界的澳大利亚

502
00:24:47,199 --> 00:24:49,700
版授权给一位度假时信步

503
00:24:49,711 --> 00:24:52,487
走进他办公室的年轻人这位年轻人

504
00:24:52,599 --> 00:24:56,200
后来因此成为百万富翁整个市场一直在

505
00:24:56,211 --> 00:24:58,673
扩张而荷兰大象的驯象人

506
00:24:58,673 --> 00:25:02,162
心情却愈发糟糕荷兰大象的首次

507
00:25:02,173 --> 00:25:05,112
报价完全合理是一位名叫

508
00:25:05,136 --> 00:25:07,461
弗朗西斯的和善荷兰人在午餐时

509
00:25:07,474 --> 00:25:10,761
提出的我们可以出价260万美元他

510
00:25:10,761 --> 00:25:13,162
推了推眼镜说道跳蚤直视他

511
00:25:13,162 --> 00:25:15,273
的双眼沉默以对再加

512
00:25:15,287 --> 00:25:18,773
一点比如五十万美元我们将作为预留款项

513
00:25:18,974 --> 00:25:21,862
根据个人计算机世界未来一年左右的

514
00:25:21,862 --> 00:25:24,375
表现支付给您这是一个相当优厚

515
00:25:24,375 --> 00:25:27,136
的报价几乎是EMAP那头大象

516
00:25:27,162 --> 00:25:30,287
出价的两倍但跳蚤判断这头

517
00:25:30,311 --> 00:25:33,525
荷兰大象还不够迫切他彬彬有礼地

518
00:25:33,525 --> 00:25:35,500
婉拒了提议又给自己斟

519
00:25:35,500 --> 00:25:38,362
了一杯醇美的葡萄酒弗朗西斯明智

520
00:25:38,362 --> 00:25:40,848
地不再纠缠此事他是位年长

521
00:25:40,848 --> 00:25:43,848
的谈判者经验老道且礼数周全

522
00:25:44,423 --> 00:25:46,875
几周后荷兰大象带来了另一

523
00:25:46,875 --> 00:25:49,287
位经理人这位名叫格雷姆的

524
00:25:49,311 --> 00:25:51,836
英国经理立刻赢得了跳蚤的好感

525
00:25:52,412 --> 00:25:54,561
但跳蚤谨慎地掩饰着自己的

526
00:25:54,575 --> 00:25:57,287
好恶这些经理人本就不是来讨喜

527
00:25:57,287 --> 00:25:59,525
的他们是来谈判的若有

528
00:25:59,525 --> 00:26:03,098
机会更要狠狠宰割跳蚤毕竟这

529
00:26:03,098 --> 00:26:05,250
就是他们领薪水的价值也是

530
00:26:05,261 --> 00:26:07,525
驯象人对他们的期许在

531
00:26:07,548 --> 00:26:09,950
荷兰大象豪华的办公室里举行了

532
00:26:09,961 --> 00:26:12,537
一场重要会议跳蚤只带了

533
00:26:12,548 --> 00:26:15,186
他的律师迈克尔出席在此次会议

534
00:26:15,200 --> 00:26:18,112
之前荷兰大象曾试图派使者与

535
00:26:18,125 --> 00:26:21,723
PCW的小股东安杰洛兹戈雷莱克接触这

536
00:26:21,723 --> 00:26:24,086
让跳蚤十分愤怒谈判者只能有

537
00:26:24,086 --> 00:26:28,436
一个任何分裂的阵营终将溃败跳蚤

538
00:26:28,461 --> 00:26:30,961
早已嘱咐安杰洛不要理会荷兰大象的

539
00:26:30,973 --> 00:26:35,223
爪牙安杰洛也欣然应允会议上跳蚤

540
00:26:35,237 --> 00:26:37,973
掩饰着内心的怒火这是个关键

541
00:26:37,973 --> 00:26:41,049
的日子他心知今日不会成为决胜

542
00:26:41,061 --> 00:26:44,223
之日因为荷兰大象尚未陷入绝境

543
00:26:44,787 --> 00:26:48,787
但无论如何这仍是至关重要的一天跳蚤

544
00:26:48,811 --> 00:26:50,924
已经提醒他的律师迈克尔要把

545
00:26:50,949 --> 00:26:53,737
所有业务文件都放在手边随时

546
00:26:53,737 --> 00:26:56,900
准备突然立即离开迈克尔对此感到

547
00:26:56,912 --> 00:26:59,961
不快他是个精明体贴的人也是

548
00:26:59,987 --> 00:27:02,775
跳蚤的朋友但他不是谈判专家

549
00:27:03,186 --> 00:27:05,400
而跳蚤是他的客户他会

550
00:27:05,400 --> 00:27:07,987
按要求行事这正是他专业的

551
00:27:07,987 --> 00:27:10,787
地方桌边坐着几位来自荷兰

552
00:27:10,787 --> 00:27:13,811
大象公司的经理可能还有一两位律师

553
00:27:13,836 --> 00:27:17,875
或会计师很难分辨会议开始对方提出

554
00:27:17,875 --> 00:27:20,875
了新的报价这个报价几乎完全

555
00:27:20,886 --> 00:27:24,211
如跳蚤所料超过五百万美元其中一

556
00:27:24,211 --> 00:27:26,598
大笔钱被预留这是个极好

557
00:27:26,598 --> 00:27:30,612
的报价绝对棒极了是EMAP

558
00:27:30,625 --> 00:27:34,636
大象公司之前报价的三倍有一阵子跳蚤

559
00:27:34,662 --> 00:27:37,924
没有回应相反他谈论着杂志的

560
00:27:37,949 --> 00:27:41,348
运营情况澳大利亚版的发展以及展览

561
00:27:41,362 --> 00:27:44,362
业务的增长他还提到很快将

562
00:27:44,362 --> 00:27:47,049
至少再推出一本个人电脑杂志这次的

563
00:27:47,061 --> 00:27:50,973
目标是个人电脑行业本身面向销售个人电脑

564
00:27:51,086 --> 00:27:53,711
和个人电脑软件的公司这将是

565
00:27:53,723 --> 00:27:56,775
一本企业对企业杂志正是荷兰大象

566
00:27:56,799 --> 00:28:00,025
所擅长的类型最终讨论回到了

567
00:28:00,037 --> 00:28:03,299
报价上跳蚤直视着格雷姆和弗朗西斯

568
00:28:03,299 --> 00:28:05,848
的眼睛他完全忽略了在场的

569
00:28:05,875 --> 00:28:09,025
其他人他清空自己的思绪目光

570
00:28:09,049 --> 00:28:12,449
穿透他们他让自己相信不在乎这些

571
00:28:12,461 --> 00:28:15,723
谈判的结果如何在谈判时他

572
00:28:15,737 --> 00:28:19,086
紧紧抓住这种空洞的幻觉他不在乎

573
00:28:19,199 --> 00:28:22,386
自己是否会成为百万富翁价格是780万

574
00:28:22,386 --> 00:28:25,924
美元他说而且只有十二分之一可以留

575
00:28:25,924 --> 00:28:29,761
作保证金这就是价格不会改变桌

576
00:28:29,761 --> 00:28:32,949
边一片惊愕真假难辨跳蚤向

577
00:28:32,949 --> 00:28:35,349
他的律师点了点头律师收

578
00:28:35,349 --> 00:28:38,273
起文件放入公文包两人起身

579
00:28:38,299 --> 00:28:41,037
准备离开就在他们即将离开时

580
00:28:41,311 --> 00:28:44,148
跳蚤再次凝视着那两位荷兰大象

581
00:28:44,162 --> 00:28:47,211
经理他的眼神和思绪如同僵尸

582
00:28:47,211 --> 00:28:49,936
般空洞感谢你们的出价先生们

583
00:28:50,237 --> 00:28:52,811
他说如我所说价格是

584
00:28:52,836 --> 00:28:56,549
780万美元其中仅65万美元作为第三方

585
00:28:56,561 --> 00:29:00,987
托管此外个人电脑世界的买家必须允许

586
00:29:01,074 --> 00:29:03,174
我向行业发行新的计算机杂志

587
00:29:03,750 --> 00:29:05,836
如果短期内没有收到你们的回复

588
00:29:06,261 --> 00:29:08,849
我的下一次报价将超过一千万美元

589
00:29:09,424 --> 00:29:12,237
下午好我们走进苏豪区的阳光中

590
00:29:12,474 --> 00:29:15,000
在街边咖啡馆驻足我舀糖

591
00:29:15,000 --> 00:29:18,886
时双手颤抖迈克尔也是如此你疯

592
00:29:18,886 --> 00:29:21,199
了我的朋友他摇着头

593
00:29:21,224 --> 00:29:24,061
低语道彻底疯了更糟的

594
00:29:24,061 --> 00:29:27,250
是你做了蠢事他们不会支付

595
00:29:27,273 --> 00:29:31,773
那种金额而且你当场离席威胁他们

596
00:29:32,125 --> 00:29:33,987
还提出突然又不合理的要求

597
00:29:34,561 --> 00:29:36,787
难道你真打算创办一本个人电脑贸易

598
00:29:36,799 --> 00:29:40,136
杂志不我承认我只是坐在

599
00:29:40,136 --> 00:29:42,836
那里时临时想到的我根本没有

600
00:29:42,849 --> 00:29:46,011
资金创办任何刊物这你是知道

601
00:29:46,011 --> 00:29:48,862
的我们相对而坐啜饮着咖啡

602
00:29:49,224 --> 00:29:50,862
迈克尔正抽着他铁盒里

603
00:29:50,862 --> 00:29:54,037
的小雪茄讽刺的是那正是荷兰

604
00:29:54,037 --> 00:29:56,886
产的雪茄我结账时当女

605
00:29:56,886 --> 00:29:59,912
侍应生找零的间隙迈克尔作了最后一次

606
00:30:00,023 --> 00:30:03,311
尝试劝我采取理智行动菲利克斯我

607
00:30:03,324 --> 00:30:05,849
既是你的律师也是朋友让我

608
00:30:05,849 --> 00:30:10,299
回去道歉吧两百万英镑是个天文数字在

609
00:30:10,311 --> 00:30:12,449
英国我从没听说过哪本新创

610
00:30:12,449 --> 00:30:15,386
杂志能卖出近五百万美元听我

611
00:30:15,398 --> 00:30:18,237
一句让我回去处理你本人

612
00:30:18,261 --> 00:30:20,787
不必出面我几乎就要让迈克尔这么

613
00:30:20,787 --> 00:30:23,112
做了但某种力量阻止了

614
00:30:23,112 --> 00:30:26,049
我那是一种我能感知却

615
00:30:26,061 --> 00:30:29,799
无法解释或言说的直觉最终我

616
00:30:29,811 --> 00:30:31,974
带着些许自嘲笑了笑拍拍

617
00:30:32,000 --> 00:30:35,461
迈克尔的手臂迈克尔他们的需求会

618
00:30:35,461 --> 00:30:38,362
压倒我的贪婪我对此深信不疑

619
00:30:38,936 --> 00:30:42,449
我们拭目以待吧于是我们继续等待在

620
00:30:42,461 --> 00:30:45,750
揭晓结局之前让我们稍作停顿反思

621
00:30:45,761 --> 00:30:48,924
这段经历跳蚤已经确信大象存在

622
00:30:48,949 --> 00:30:51,523
迫切需求跳蚤学会了无视奉承

623
00:30:52,049 --> 00:30:54,875
跳蚤领悟到谈判桌上大象不可能

624
00:30:54,886 --> 00:30:57,886
成为朋友跳蚤认识到自己并非谈判

625
00:30:57,900 --> 00:31:00,787
高手跳蚤学会了清空自我让自己

626
00:31:00,799 --> 00:31:03,737
相信毫不在意跳蚤通过设定绝不妥协的

627
00:31:03,750 --> 00:31:07,424
底价弥补了技巧不足跳蚤硬起心肠在

628
00:31:07,436 --> 00:31:09,936
价格未达预期时果断离场跳蚤

629
00:31:10,049 --> 00:31:13,011
将非常规因素行业杂志引入谈判

630
00:31:13,023 --> 00:31:16,287
跳蚤已经权衡了贪婪与需求它

631
00:31:16,287 --> 00:31:20,761
认为需求终将胜过贪婪当然你知道

632
00:31:20,787 --> 00:31:23,250
故事的结局我们再次围坐在大

633
00:31:23,250 --> 00:31:25,648
桌旁这次多了许多会计师和

634
00:31:25,662 --> 00:31:29,461
律师最终商定的价格是780万美元

635
00:31:29,773 --> 00:31:33,112
按当时汇率折算第三方托管金额为

636
00:31:33,136 --> 00:31:35,987
65万美元安杰洛拿到了他的

637
00:31:36,011 --> 00:31:39,386
250万美元我的公司获得了剩余

638
00:31:39,386 --> 00:31:42,086
部分我得以创办自己的行业杂志

639
00:31:42,311 --> 00:31:45,224
微观察这本杂志让我得以持续

640
00:31:45,224 --> 00:31:47,523
关注一个崭新且不断增长的市场

641
00:31:47,836 --> 00:31:50,923
同时暂时避开了VNU的势力范围而

642
00:31:50,936 --> 00:31:53,523
荷兰大象得到了什么它获得了

643
00:31:53,537 --> 00:31:56,348
一本出色的杂志这本刊物至今

644
00:31:56,375 --> 00:31:59,223
仍在发行二十四年后的今天依然

645
00:31:59,237 --> 00:32:01,923
盈利他们还说服我帮他们创办

646
00:32:01,923 --> 00:32:04,961
了另外两本个人电脑杂志一本在英国

647
00:32:04,987 --> 00:32:07,461
以失败告终另一本在荷兰则

648
00:32:07,473 --> 00:32:10,723
大获成功最后而且非常巧妙的

649
00:32:10,723 --> 00:32:13,500
是VNU通过销售协议中的竞

650
00:32:13,500 --> 00:32:16,223
业禁止条款让我在个人电脑市场

651
00:32:16,461 --> 00:32:18,362
除了我的行业杂志外被排除

652
00:32:18,362 --> 00:32:21,961
了三年那是至关重要的三年对于

653
00:32:21,987 --> 00:32:25,048
出售资产的人来说竞业禁止条款

654
00:32:25,150 --> 00:32:28,011
可能是个麻烦尽量缩短竞业禁止的

655
00:32:28,025 --> 00:32:31,537
期限那么最初前来接洽的第一头大象

656
00:32:31,650 --> 00:32:35,325
EMAP又如何呢EMAP在个人电脑杂志

657
00:32:35,336 --> 00:32:38,075
业务上从未真正成功过至少在

658
00:32:38,098 --> 00:32:41,423
PCW的势力范围内是如此在几乎

659
00:32:41,423 --> 00:32:44,548
所有其他领域他们都占据并继续

660
00:32:44,561 --> 00:32:48,287
占据主导地位他们在其他领域多次

661
00:32:48,298 --> 00:32:50,612
击败过我但他们错过了与

662
00:32:50,625 --> 00:32:53,737
PCW合作的机会他们低估了自己

663
00:32:53,737 --> 00:32:56,650
的需求并且很可能理所当然地被

664
00:32:56,650 --> 00:32:58,250
这只小跳蚤的贪婪吓退

665
00:32:58,250 --> 00:33:01,636
了我并非责怪他们作为买家而

666
00:33:01,636 --> 00:33:03,936
非卖家我经历过太多次类似

667
00:33:03,949 --> 00:33:06,336
情况以至于连一丝责备的念头

668
00:33:06,362 --> 00:33:09,375
都没有但这仍是个错误倘若

669
00:33:09,386 --> 00:33:11,761
当初大卫在我苏豪区的公寓里

670
00:33:11,875 --> 00:33:14,424
将价码抬到一百万英镑以上我

671
00:33:14,424 --> 00:33:16,537
的贪婪很可能就会占据上风

672
00:33:16,824 --> 00:33:19,473
而安杰洛与我便会错失那

673
00:33:19,487 --> 00:33:22,574
额外的两百万英镑顺带一提按

674
00:33:22,586 --> 00:33:25,924
如今币值计算那两百万英镑相当于六

675
00:33:25,924 --> 00:33:29,636
百万英镑左右因谈判失误而白白损失

676
00:33:29,662 --> 00:33:32,886
这么一大笔钱实在令人扼腕谈判

677
00:33:32,886 --> 00:33:36,199
技巧小贴士谨记绝大多数人都不

678
00:33:36,199 --> 00:33:38,761
擅长细节谈判你的对手也不

679
00:33:38,761 --> 00:33:40,824
例外若你像我一样不擅

680
00:33:40,836 --> 00:33:43,875
谈判请预先设定好愿意支付或

681
00:33:43,886 --> 00:33:46,775
接受的金额上限及附加条件切勿

682
00:33:46,787 --> 00:33:51,112
动摇最初的判断往往最明智大多数

683
00:33:51,125 --> 00:33:54,699
谈判本无必要切勿轻易开启谈判

684
00:33:55,275 --> 00:33:57,862
谨记要塞若愿谈判便已沦陷

685
00:33:57,875 --> 00:34:01,237
一半将严肃谈判留给真正重要的

686
00:34:01,250 --> 00:34:05,511
场合务必做好功课且要严谨细致

687
00:34:06,074 --> 00:34:09,099
在重大谈判中任何未知信息或

688
00:34:09,112 --> 00:34:11,375
疏于查证之处都可能带来致命

689
00:34:11,375 --> 00:34:14,086
后果尽管前文以丛林法则为

690
00:34:14,086 --> 00:34:17,099
例但严肃谈判的成败确实取决于

691
00:34:17,112 --> 00:34:20,800
细节尽可能寻求可信的专业支持但

692
00:34:20,800 --> 00:34:23,186
绝不可将谈判主导权或议程

693
00:34:23,186 --> 00:34:26,775
安排完全交由专业人士掌控最终承担

694
00:34:26,775 --> 00:34:29,550
后果的是你而非他们专业

695
00:34:29,550 --> 00:34:32,362
顾问的职责是阐释与建议而

696
00:34:32,362 --> 00:34:34,925
非替你决策若顾问在谈判

697
00:34:34,925 --> 00:34:37,137
中将你引向违背初衷的方向

698
00:34:37,461 --> 00:34:40,400
应立即叫停并私下告知若其

699
00:34:40,425 --> 00:34:43,487
执意如此你将另寻高明专业

700
00:34:43,487 --> 00:34:46,836
顾问比比皆是永远不要爱上交易本身

701
00:34:47,411 --> 00:34:50,599
交易只是交易总会有其他交易

702
00:34:50,724 --> 00:34:53,974
和其他机会像躲避瘟疫一样避开

703
00:34:54,000 --> 00:34:57,262
商业拍卖除非你是卖家如果你

704
00:34:57,262 --> 00:34:59,936
在拍卖中成为赢家几乎总是会

705
00:34:59,949 --> 00:35:02,862
付出超出理智的代价对面的谈判

706
00:35:02,862 --> 00:35:05,586
者不是你新交的挚友他不是你的

707
00:35:05,599 --> 00:35:09,487
伙伴他不是你的知己除了基本礼节外

708
00:35:09,911 --> 00:35:12,099
你没有义务取悦他或满足他

709
00:35:12,099 --> 00:35:15,161
的要求他是对手如果你不

710
00:35:15,161 --> 00:35:18,036
明白严肃谈判中必然存在真正的

711
00:35:18,061 --> 00:35:21,762
赢家和输家那么无论何种情况你

712
00:35:21,773 --> 00:35:24,711
都将遭受损失不必理会那些让

713
00:35:24,711 --> 00:35:27,050
你把激情和情绪留在谈判室

714
00:35:27,050 --> 00:35:29,324
外的管理手册如果你对某

715
00:35:29,324 --> 00:35:31,949
事充满热情或情绪就让它表现

716
00:35:31,949 --> 00:35:34,574
出来但要用礼貌来调和情绪

717
00:35:35,000 --> 00:35:38,211
如果可能的话再加上几分机智如果

718
00:35:38,211 --> 00:35:40,773
你不擅长幽默那么奉承和自

719
00:35:40,773 --> 00:35:43,875
嘲是不错的替代品在严肃谈判

720
00:35:43,875 --> 00:35:47,411
中要倾听然后继续倾听你不必

721
00:35:47,411 --> 00:35:51,425
着急倾听永远不会让人吃亏同时

722
00:35:51,625 --> 00:35:55,637
将沉默作为武器沉默令人不安人们倾向

723
00:35:55,637 --> 00:35:58,574
于用喋喋不休来填补沉默这往往

724
00:35:58,574 --> 00:36:01,336
会削弱他们的谈判地位选择一个

725
00:36:01,362 --> 00:36:03,911
对己方有利的变数在谈判后期

726
00:36:03,925 --> 00:36:06,800
引入你会惊讶于这一策略

727
00:36:06,898 --> 00:36:09,875
屡试不爽的效果英国人仅凭一个

728
00:36:09,887 --> 00:36:12,237
策略就建立了世界上最大的

729
00:36:12,262 --> 00:36:16,336
地缘政治帝国分而治之只要能够加以利用

730
00:36:16,625 --> 00:36:19,724
这一招永远奏效深入了解对方

731
00:36:20,086 --> 00:36:22,449
其高层管理者的个人策略乃至

732
00:36:22,461 --> 00:36:26,711
目标可能存在细微差异插入楔子持续

733
00:36:26,724 --> 00:36:30,311
敲打绝不容许己方阵营出现此类

734
00:36:30,324 --> 00:36:33,875
弱点我常禁止高管参与谈判正是

735
00:36:33,875 --> 00:36:39,324
为了规避这种陷阱宁可孤军奋战以寡敌众腹背受敌

736
00:36:39,612 --> 00:36:42,449
也胜过两三人暗生龃龉人人

737
00:36:42,461 --> 00:36:45,561
都自诩谈判高手但多数人实则不然

738
00:36:46,137 --> 00:36:48,925
既为掌舵者无论能力高低你

739
00:36:48,925 --> 00:36:51,074
终是最终决策人这不会因

740
00:36:51,074 --> 00:36:53,811
你谈判水平优劣而改变若自

741
00:36:53,811 --> 00:36:57,186
知临场表现欠佳即便身为全权所有者

742
00:36:57,300 --> 00:37:00,012
也不应出席可委派他人代劳

743
00:37:00,286 --> 00:37:02,875
但需事先针对所有潜在情境制定

744
00:37:02,898 --> 00:37:05,750
应对策略此招往往能重创对手

745
00:37:06,175 --> 00:37:10,336
彼得鲍勃与我屡试不爽当然你必须

746
00:37:10,336 --> 00:37:12,849
对委任者报以绝对信任最

747
00:37:12,849 --> 00:37:15,300
重要的是在任何重要谈判中

748
00:37:15,586 --> 00:37:17,936
首先要确定弱势的平衡点在

749
00:37:17,936 --> 00:37:22,349
哪里大多数优势不言而喻尤其是像资金和

750
00:37:22,362 --> 00:37:25,387
基础设施这样的优势而弱点通常

751
00:37:25,387 --> 00:37:28,523
被隐藏起来要找出这些弱点将

752
00:37:28,523 --> 00:37:31,773
其置于光天化日之下并制定作战计划

753
00:37:32,099 --> 00:37:34,137
无论你在谈判中同意什么都

754
00:37:34,137 --> 00:37:37,000
要履行约定没有人愿意与狡猾

755
00:37:37,025 --> 00:37:40,199
或斤斤计较的人做生意两千五百年前的

756
00:37:40,224 --> 00:37:43,686
琐罗亚斯德教经文写道永远不要违背契约

757
00:37:44,112 --> 00:37:46,036
无论你是与虚伪之人还是

758
00:37:46,050 --> 00:37:48,824
正直良知之人订立契约对两者

759
00:37:48,849 --> 00:37:53,273
同样有效无论虚伪还是正直确实如此

760
00:37:53,836 --> 00:37:56,375
关于这个话题我将以英国最

761
00:37:56,375 --> 00:37:59,811
接近马基雅维利的对手弗朗西斯培根的话

762
00:37:59,824 --> 00:38:03,250
作结培根曾通过谈判从相对贫困

763
00:38:03,362 --> 00:38:06,512
攀升至詹姆斯一世时期英格兰财富与权力

764
00:38:06,512 --> 00:38:09,436
的巅峰又失去一切最终在写作

765
00:38:09,461 --> 00:38:12,786
与研究中度过晚年他的随笔

766
00:38:13,000 --> 00:38:16,349
是英语世界迄今最睿智最发人深省

767
00:38:16,625 --> 00:38:19,324
也最犀利的处世指南我至今

768
00:38:19,324 --> 00:38:21,737
仍将其置于枕边这段文字

769
00:38:21,836 --> 00:38:25,387
出自1625年出版的短文论谈判即便

770
00:38:25,398 --> 00:38:27,862
以培根的标准也算简短距今

771
00:38:27,862 --> 00:38:31,875
已近四百年其中字字句句至今依然适用

772
00:38:32,211 --> 00:38:34,586
若要与任何人交涉你必须了解

773
00:38:34,586 --> 00:38:37,411
其性情习惯以引导之或知晓

774
00:38:37,525 --> 00:38:39,673
其目的以说服之或掌握其

775
00:38:39,686 --> 00:38:42,262
弱点短处以威慑之或洞悉其

776
00:38:42,275 --> 00:38:45,112
利益相关者以掌控之与狡黠

777
00:38:45,112 --> 00:38:47,875
者周旋时当始终揣摩其意图

778
00:38:47,987 --> 00:38:50,750
来解读其言辞宜少言且

779
00:38:50,750 --> 00:38:53,275
言其最意想不到之语凡遇

780
00:38:53,298 --> 00:38:57,699
棘手交涉切不可期望立竿见影而应循序渐进

781
00:38:57,923 --> 00:39:01,936
待其事机成熟所幸弗朗西斯培根

782
00:39:02,036 --> 00:39:04,625
未曾与我同时代涉足英国杂志

783
00:39:04,625 --> 00:39:07,811
业若有如此对手同城竞技我

784
00:39:07,811 --> 00:39:09,211
断无可能积累财富