我们都知道成功的企业没有真正尝试是根本不会存在的,对吗？创建一个成功的公司需要集利益相关者的许多能力。最重要的是,它需要一个成功的战略,那就是每个人坚持的参与,从首席执行官到每一个员工。谈到这一点,一个公司必须有：

　　Clearly-Stated Objectives

　　明确目标

　　A business should be all about turning profit, right? While this isn’t necessarily wrong, thinking that making money is the sole purpose of a business can potentially lead to disaster. Sales numbers are definitely a large part of what makes a company successful, but its marketing strategy should also be concerned with how they get these numbers.

　　企业都应该关注利润,对吗?虽然这并不一定是错误的,认为赚钱是企业的唯一目的,会可能导致灾难。销售数据肯定是让一个公司成功的大部分原因,但其营销策略也应该关心他们如何得到这些数字。

　　Members of a company need to be able to get their product or service noticed by their target demographic, as well as explain to their customers what’s in it for them. If one of these three factors is missing, the company runs the risk of failing altogether. When a company’s objectives are stated clearly and adhered to rigidly, it will ensure long-term success.

　　成员公司需要在能够得到他们的产品或服务时注意到他们的目标人群,以及向顾客解释他们能从中得到什么。如果这三个因素中的其中一个是缺失的,那么公司就会面临经营失败的风险。当一个公司有明确的目标和坚持严格,这将能确保长期的成功。

　　Diverse Talent

　　复合型技术人才

　　A team of any kind is made up of individuals who specialize in different areas. This specialization is necessary to the success of a company for a variety of reasons. No single person can do everything. It’d be impossible for one person to manage a business’ funding, website, inventory, and marketing strategy all at once. Also, the various employees hired to focus on these areas each bring individual talents, knowledge, and ideas to the table that will help the business succeed.

　　任何一个团队是由专注于不同的领域的个人组合起来的。这种特性是一个公司获得成功的众多原因中的一个。没有一个人能把一切事情都做好。一个人一次性来管理一个企业的业务融资、网站、库存和营销策略是基本不可能的。此外,各种员工被找来运用他们个人的天赋、知识、思想来帮助完成业务。

　　As the head of a business, the most important thing to keep in mind is that you’ve hired each one of these specialists because of their talents in specific areas; allow them the autonomy they need in order to flourish. Bringing in diverse individuals with various specialties allows a company to focus on improving all aspects of the business, and in doing so maximizes its potential for success.

　　作为业务的负责人,要牢记的最重要的事情：你已经聘请了在每一个领域有专长的专家。允许为了公司的繁荣他们所需要的自主权,和你的公司也会做同样的事。引进有着不同专长的人会让公司专注于全方面的改善业务,这样的潜力能将成功最大化。

　　Inquisitive Nature

　　好奇的天性

　　A company that doesn’t consistently ask questions of itself and its industry is doomed to stagnation and failure. To become – and remain – successful, a company needs to keep up with current trends in order to better understand its customer base. Not only does a business need to understand its customers, but it also needs to be flexible and cater to their needs at all times . It can do this by reaching out to its audience throughout each stage of the business-consumer interaction. When a company shows it truly cares about providing the best possible service for its customer base, it will retain a loyal audience, and will also continue improving the service it provides.

　　公司不持续寻找自己的问题那么产业注定要停滞和失败。开始--保持--成功，为了更好的了解客户群，一个公司需要跟上现实趋势。企业不仅需要了解它的客户,也需要总能灵活，迎合他们的需求。它可以通过在每个阶段的业务消费者互动中接触受众。当一个公司展示了它真正在意为客户提供最好的服务时,它将会维持一群忠实的消费者,也会继续提高所提供的服务。

　　Innovative Thinking

　　创新思维

　　The most successful businesses in the world didn’t wait for opportunities on which to capitalize to arise; they created these opportunities themselves. But, again, this should never be done solely with the almighty dollar in mind. Take Apple, for example. Twenty years ago, there was no absolute need to be instantly connected to friends, family, and coworkers at all times of the day; Apple and other such companies created this need.

　　世界上最成功的企业没有等待能利用起来的机会，他们创造这些机会。但是,这样做不应该只与金钱联系起来。以苹果为例。二十年前,在一天的任意时刻对朋友、家人、工作伙伴没有绝对的即刻需要。苹果公司和其他公司创造了这样的需求。

　　I’m not here to weigh the pros and cons of this technological revolution. But I will point out that Apple has made it possible to instantly start a video chat with family members living on the other side of the world through their innovative thinking. Sure, Apple made a fortune by creating the iPod, iPhone, and iPad, but it did so by providing value to its customers. In creating a need that hadn’t previously existed, a company can fulfill each one of its business objectives in one fell swoop.

　　我不是来权衡技术革命利弊的。但我要指出,苹果通过他们的创新思维已经让生活在世界的另一边的家人马上开始视频聊天变成了可能。当然,苹果通过创建iPod,iPhone和iPad赚了一大笔,但它确实是通过为客户提供价值做到的。创建之前不存在的需要,公司一下子可以满足每一个业务目标。