托福写作素材：成功的企业

 After working with dozens of small companies, I discovered that the successful ones share some common traits. Here, then, are the 14 qualities I've witnessed in many of the thriving small businesses I've worked with:

　　Company culture. Culture is defined as the "integrated pattern of human knowledge, belief and behavior that depends upon man's capacity for learning and transmitting knowledge to succeeding generations." For successful companies, culture is about attracting and hiring the people who would be most successful in that specific organization. And it's about driving the behavior that makes the company successful.

　　Customer service. Simply defined, customer service means taking care of your customers. Many companies integrate customer service into their business culture through training and the design (and frequent redesign) of relevant business processes. In most cases, the business plan dictates¹ how they will provide quality customer service.

　　Business strategy. A complex strategy or business plan isn't necessary to achieve success. A simple one-page document will do, but it should be well thought out and well executed. A poorly crafted business plan that's well executed is far superior to the well-crafted business plan that sits on the shelf collecting dust. A good business plan defines and drives the activities and behaviors of the entire organization. Without it, the business becomes a ship without a rudder; it simply can't be steered² and ends up going around in circles. A sound strategy should include a financial plan, marketing³ differentiators, and product strategy as well as a plan for employee retention⁴.

　　Training. Because we live in a world of continuous change, it's more important than ever to implement⁵ a culture of continuous learning. For many successful owners, continual investment in training is a major contributor to success. For training to be successful, however, there must be a direct link back to the business plan and an understanding of how training supports the successful implementation⁶ of the business strategy.

　　重点表达摘抄：

　　share some common traits ：有共同点

　　attracting and hiring the people who：吸引并雇佣xx样的人

　　taking care of your customers:伺候好顾客

　　integrate s/th into：把xx融入到xx

　　be well thought out and well executed：经过深思熟虑然后执行的

　　poorly crafted business plan ：没有被精细制作的商业计划

　　is far superior to ：前者比后者高级的

　　well-crafted business plan ：精细制作的商业计划

　　sits on the shelf collecting dust：搁置起来 （比喻形同虚设的政策等）

　　drives the activities and behaviors of the entire organization：

　　驱动整个组织的活动和行为

　　a ship without a rudder：没有舵的船

　　product strategy :产品策略

　　employee retention：员工保有率

　　in a world of continuous change：在不停变换的世界里

　　implement a culture of continuous learning：实施一个不断学习的文化

　　is a major contributor to success：xx是一个成功的重要因素

　　重要句子：

　　It simply can't be steered and ends up going around in circles.

　　无法驾驶并原地打转。

　　适用的题目：

　　For any business to be successful, one must spend a lot of money on advertising⁷.

　　Citation⁸：

　　https://www.entrepreneur.com/article/83764

1 dictates   

n.命令，规定，要求( dictate的名词复数 )v.大声讲或读( dictate的第三人称单数 )；口授；支配；摆布

参考例句：

• Convention dictates that a minister should resign in such a situation. 依照常规部长在这种情况下应该辞职。 来自《简明英汉词典》
• He always follows the dictates of common sense. 他总是按常识行事。 来自《简明英汉词典》

2 steered   

v.驾驶( steer的过去式和过去分词 )；操纵；控制；引导

参考例句：

• He steered the boat into the harbour. 他把船开进港。
• The freighter steered out of Santiago Bay that evening. 那天晚上货轮驶出了圣地亚哥湾。 来自《简明英汉词典》

3 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

4 retention   

n.保留，保持，保持力，记忆力

参考例句：

• They advocate the retention of our nuclear power plants.他们主张保留我们的核电厂。
• His retention of energy at this hour is really surprising.人们惊叹他在这个时候还能保持如此旺盛的精力。

5 implement   

n.(pl.)工具，器具；vt.实行，实施，执行

参考例句：

• Don't undertake a project unless you can implement it.不要承担一项计划，除非你能完成这项计划。
• The best implement for digging a garden is a spade.在花园里挖土的最好工具是铁锹。

6 implementation   

n.实施，贯彻

参考例句：

• Implementation of the program is now well underway.这一项目的实施现在行情看好。

7 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

8 citation   

n.引用，引证，引用文；传票

参考例句：

• He had to sign the proposition for the citation.他只好在受奖申请书上签了字。
• The court could issue a citation and fine Ms. Robbins.法庭可能会发传票，对罗宾斯女士处以罚款。