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Jingdong book

故事的魅力

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Books Management Enterprise Management and Training

Jingdong book

故事的魅力

Name: 故事的魅力
Brand: Jingdong book
SKU: 3102015441
Price: 45.04 USD
Availability: OutOfStock

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在《故事的魅力》中，作者把100多个故事按照五个主题组织起来，为商界领导所面临的21个最难挑战的领导力问题提供了解决方案，是经商人士、商界领导的必备指南，也是讲故事人的必备资料。

Content Description

《故事的魅力》提供了全面又实用的意见，来指导你如何为任何领导力精心写你自己的故事。起点就是一个好故事的简单结构。本书也为其他六个要素提供了指导：隐喻、情感、现实主义、惊奇、风格，以及如何把你的听众写入故事。这六个要素可以把一个好故事变成一个伟大的故事。

Comments

★“故事是大脑的飞行模拟器。在本书中，保罗·史密斯为你和你团队在工作中面临的每一个重要挑战准备了故事。如果你掌握了这些故事，就驾驭了你的挑战。”
——奇普·希思，《粘住:为什么我们记住了这些,忘掉了那些·》一书的合著者

★“这是一本耐人寻味的书，巧用书中活生生的故事，会令你的生意和生活与众不同。”
——萨拉·马修斯，邓百氏公司主席和首席执行官

★“作为营销顾问，我一直在寻找伟大的故事以清晰地表述我的观点。这本书是我讲故事的必备参考书，故事可以给一系列的商务挑战带来改变。如果一个领导想要通过鼓励激励来领导公司，这本书就是必读的。”
——安迪·默里，盛世长城国际广告有限公司创始人

★“该书提供了我见过的最成功的故事。对于任何领导来说，想要激励、激发或者劝说员工，本书是无价之宝。”
——安妮特·西蒙斯，畅销书《故事赢家》的作者

★“一百多个故事——古代的、现代的、有意思的、辛酸的——都能引发我们的思考。这是许多商界人士解决领导力问题的指南。”
——玛格雷特·帕金，英国培训师、发言人、畅销书《巧用故事做培训》的作者

Catalogue

译者序
前言
引言为什么要讲故事
第一章绘制成功蓝图
绘制未来蓝图
设定目标，做出承诺
引导改变
让建议容易被采纳
定义客服的成功与失败
【操作篇】故事的结构
第二章创设胜利的环境
定义文化
构建理念
鼓励合作，建立关系
价值的多元化和包容性
制定没有条文的政策
【操作篇】保证故事的真实性
【操作篇】风格元素
第三章激活团队
激励和动机
鼓起勇气
帮他人找到工作的激情
【操作篇】动之以情
【操作篇】惊奇元素
第四章教育他人
汲取重要教训
提供指导和反馈
展示问题解决方法
帮助别人理解顾客
【操作篇】隐喻和类比
第五章授权他人
下放权力，给予许可
鼓励创新和创造
销售人人有责
在第一天赢得尊重
把听众写入故事
【操作篇】付诸行动
附录
致谢

Book Abstract

若让任何一个商人列出一个明星级的首席执行官，杰克·韦尔奇的名字很有可能就是最先提到的几个名字之一。韦尔奇1981年开始担任通用电气公司(以下简称“通用”)的董事长和首席执行官，一直当了20年。在他任期内，通用的销售额增加了四倍，市场资本从130亿美元增长到1400多亿美元2 ！这就是为什么《财富》杂志在1999年把韦尔奇评为“世纪管理者”3 的原因了。
领导变化应面对现实是韦尔奇早年担任首席执行官时的主要特点，他是通过反复讲述自己第一个成功认清现实的故事来做到的，这个故事就写在他的书——《杰克·韦尔奇自传》4中。
在担任首席执行官的第一年，韦尔奇到位于加州圣何塞的通用核反应堆公司做田野考察。公司领导描绘了一张美好的蓝图，假定每年接三个核反应堆的订单。回顾过去，这样的假设是合理的。通用自20世纪70年代开始就已经每年出售三四个核反应堆，但是1981年，仅仅是宾夕法尼亚州三里岛核事故发生两年后，公众仅有的对核能的一点儿支持也消失殆尽了。通用已经两年没有收到一张订单了。
韦尔奇礼貌地听了一会儿，突然出乎意料地说，“伙计们，你们今年不会拿到三张订单的。我认为你们永远不可能在美国再拿到核反应堆的订单了。”他告诉他们应
①Larry Chang. Wisdom for the Soul: Five Millennia of Prescriptions for Spiritual Healing［M］.Washington, DC: Gnosophia Publishers, 2006．
②“Past Leaders: Jack Welch,” General Electric company website．
③“Fortune-GE’s Jack Welch Named Manager of the Century”(April 26, 1999). Timewarner. com. Retrieved. July 12, 20l0．
④Jack Welch. Jack: Straight from the Gut［M］. New York. Warner Business Books, 2001．
……

Introduction

第一次正式商务活动建立之前……任何语言中六个最有力量的字是“我给你讲故事”。1①
——马修斯·瓦克尔
贾森·佐勒上大学时，他最喜欢的一名教授在课上讲了一个故事。这个故事很有趣，20年后他仍在重述这个故事。显然，教授前一个班的学生为本地区法官做了一个不同寻常的项目。项目的内容是：调查陪审团的评判过程，并决定如何改进这一过程。这些年轻、满怀理想的大学生为接受这一光荣的使命而兴奋不已。
学生们访谈了几十个本地区的法官、律师、之前的陪审员还有其他的法院官员。他们问了你认为一个聪明的准顾问团队应该问的所有问题。在陪审团中男女的人数各是多少？种族背景如何？年轻的和老的陪审员的人数各是多少？给陪审员的指南有无差异？在陪审团讨论室中，允许陪审员有什么样的信息？审讯会持续几天、几周还是几个月？他们甚至也问到了陪审员要工作到多晚休息，以及陪审员的饮食。
让他们惊讶是，上述的这些因素都似乎不太重要，而真正的影响因素最终证明是陪审团讨论室中桌子的形状。在有长方形桌子的法庭上，坐在主座的陪审员（即使他不是陪审团团长）会倾向于主导讨论，这让一些陪审员不能充分表明他们的观点。但在有圆形或者椭圆形桌子的法庭上，陪审员会更加平等，他们对具有事实的辩论会更加彻底和激烈。这些学生得出的结论是：坐在圆桌子上的陪审团能够做出最准确、最公正的裁决。
学生们对这一发现很兴奋，原因有二。第一，他们真的找到了改进陪审团评判过程的钥匙；第二，改变目前的现状很容易。试想，如果他们的结论是陪审团需要和更加睿智、思想开放，以及接受良好教育的法学家坐在一起，那么操作起来就会更加困难一些。
他们把研究成果给了本地区的首席大法官，他们为自己的成功感到骄傲。大法官
①Ryan Mathews and Watts Wacker. What’s Your Story? Storytelling to Move Markets, Audiences, People, and Brands［Ｍ］. Upper Saddle River, NJ: FT Press, 2008．
和这些学生们一样兴奋，也是出于这完全相同的两个原因。大法官马上就为自己所管辖的法院签署了一条法令。法令立刻生效，“所有陪审团讨论室必须要撤掉圆形和椭圆形的桌子，全部换成长方形桌子”。
重读最后两句话，这并不是打印错误。与学生们的建议完全相反，大法官撤掉了所有圆形和椭圆形桌子，换成了长方形桌子。为什么？因为大法官改进陪审团评判过程的目的不是要让此过程更加激烈、更加公正，甚至是更加准确，而是要加速此过程。大法官想要减少积压在法院的大堆案子。
学生们觉得受到了侮辱。他们认为这是自己单枪匹马地试图修正由于司法不完善的残忍后果，在他们看来，他们反而在无意中让司法系统更加不完善。这些学生那年的成绩可能是优秀，但是他们感觉到彻底失败了。
20年后，贾森成了专业的市场研究员。他给新入行的人讲了这个故事，来教育他们在一项研究开始之前明确目标的重要性。然而，他也可以只是简单地告诉新入行的人，“经验表明，在开始一项研究之前，有明确的目标很重要”。但是那样会有效吗？通过讲故事，贾森让自己的听众学到了几乎是第一手的教训，并让听众亲身体验了由于开始目标不明确而遭恶果的感受。

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