2014年04月號 乐活职人
Turbulent World 创新思考 主动出击
裕民航运 / 徐国安
We are in the turbulent world, we are in the middle of hyper competition, everything moves faster, and no advantage can last forever. Markets no longer have any boundaries and everything is getting exponentially more complex. It is just getting worse! How do we survive in these chaos? FEG has to become more dynamic, flexible, and integrated. We have to design everything, (from our systems, our operations, to the way we train employees) to not only be able to survive the chaos of today’s world but more importantly how to thrive in it.
面临混沌未明、超速竞争的世界，每件事情进行得比以往更加快速，企业要维持优势变得更加困难。市场已没有边界，随着时间的推进，商业的运作也愈趋复杂，必须更加灵活、弹性，并且进一步整合，重新设计一切，包含：系统、运作、教育训练方式……等，才能在今日的混沌中生存，进而从中繁荣壮大！
Technology is causing disruptions everywhere. Amazon started 19 years ago as an online bookstore out of a small warehouse. Today it is the largest global online retailer who made 17 billion USD sales in 3Q’2013. And it now sells almost everything from luxury & electronic goods to groceries and also offers cloud services. In early December, Amazon revealed its new plan for the “Prime Air” service which adopts a new delivery system to get packages into customers' hands in 30 minutes or less using unmanned aerial vehicles. Amazon is using the power of big data, integrated systems, mobile commerce and the Internet to make this new system work, and Amazon also has the heart to challenge everything from traditional retail like Borders to traditional logistics companies like FedEx. Technology is converging across industries and reshaping entire markets into entirely new and dynamic market landscape almost at the speed of the Internet.
科技带来许多破坏与改变，以亚马逊（Amazon）为例，19年前只是一间网路小书店，如今已成为全球最大的网路零售商，光是2013年第三季营收就达170亿美金，销售范围从顶级奢侈品、电子产品到一般民生用品，甚至提供云端服务。去年12月初，亚马逊宣布Prime Air新货运计画：透过无人驾驶的飞行器，将货品在30分钟内运送至客户手上。藉由海量数据、整合性系统、行动商务，以及网际网路，亚马逊使一切成真。更重要的是，它有一颗无惧挑战的心，不但挑战传统零售书店业（如：Borders），也挑战物流公司（如：FedEx），利用科技，将不同的行业融合在一起。
For FEG to thrive in these chaos we have to become fearless and aggressive about accepting change. We have to use the principles of “design thinking” to help us innovate, adapt, and become a smarter, leaner, stronger, faster, and more flexible company.
为了在混沌的世局中胜出，远东人也需要有无惧与积极的态度来接受改变，以「设计思考」的观念来帮助我们创新、适应，使我们成为更加聪明、轻盈、强大、迅速、具有弹性的公司。
Two modern examples of how “design thinking” is being successfully applied is Burberry and a startup company named COIN. In an era when consumers' wallets are filled with credit cards, rewards cards, gift cards and other cards, COIN is another example of excellent innovation. Its goal is to replace the multitude of cards in your wallet with one programmable card. This new idea is very much welcomed by the public that their startup goal of $50,000 USD in pre-orders was met in just 40 minutes. COIN used design thinking as a systematic approach for rewriting people’s buying behavior. This product not only connects with people, but also recognized a fundamental problem in people’s lives. And then they used technology and creativity to develop a solution. They were fearless about changing the status quo.（COIN: https://onlycoin.com/）
以下为各位介绍两个善於使用「设计思考」的案例──
一、COIN：在这个充斥着信用卡、会员卡等各式卡片的年代，位於旧金山的COIN公司，成功实现了「多卡合一」的理想。其所推出的COIN，是一张神奇的卡，可以预先输入所有卡片的资讯，刷卡时，只要轻按卡上的按钮，即可切换成不同的卡片。这项产品概念受到消费者广大的回响，因此，当COIN在官网上，以一人50美元的价格向群众募资时，短短40分钟即达到5万美元的融资目标。透过「设计思考」，COIN从消费行为中找到问题，再利用科技与创意，发展出解决方案，成功改写消费习惯。由此可见，COIN并不畏惧改变现状。（COIN官网: https://onlycoin.com/）
Burberry was a traditional luxury goods brand in a traditional industry. But when they open their eyes, and changed their perspective of avoiding technology, they digitalized all their systems, and actively sought to use the power of the Internet to connect with their customers and employees. Burberry brought in technology to the brand since 2006, by implementing a brand new e-commerce platform connecting all existing platforms, including FB, twitter, Google+…etc. The Company has an internal communication platform called “Burberry Chat” where the CEO can communicate to 11,200 Burberry employees. Burberry’s Store of The Future in London, for example, which bowed in 2012, was designed to blur the lines between physical and digital retailing so that when shoppers walk into the store, they actually feel like they’re walking into the web site. （Burberry’s Social Story:
http://www.salesforce.com/customers/stories/burberry.jsp）
二、Burberry：这个传统的英国精品品牌，又是如何与「创新」搭上边呢？首先，它打开自身的眼界，接受科技的洗礼，将所有系统数位化，并且积极透过网际网路与内部同仁和外部消费者连结。自2006年起，Burberry透过全新的行动商务平台，连接包含FB、twitter、Google+……等社群平台，并在公司内部引进一个沟通平台，称为「Burberry Chat」，公司的最高主管可藉由此平台，直接与一万多名员工沟通。此外，Burberry也於2012下半年，在英国高档消费一级战区──位於伦敦的旗舰店，示范157年历史的老牌精品如何拥抱最新科技，将精品消费的奢华与虚荣，加入耳目一新的眼球体验，模糊实体与数位零售的界线，让消费者进入店面时，犹如走进网站，达到娱乐的效果。（Burberry’s Social Story: http://www.salesforce.com/customers/stories/burberry.jsp）
Please think about your companies, divisions and stores, change the way you think right now, stop thinking about how you are going to survive in the chaos and turmoil, but instead, ask yourself how can I thrive in it. You can ask yourself questions such as…
⊕How am I going to teach my people to be more creative, flexible and adaptable?
⊕How can I change the way I connect with customers using the Internet or digital systems so that I understand them better and they want to use my services more?
⊕How am I going to minimize bureaucracy and improve operational efficiency so that I can better deal with the increasingly complex business environment?
⊕How am I going to change myself, my team, and FEG today so we can thrive in the Chaos of tomorrow?
现在，就从思维开始改变，不只要思考您的公司、部门或是门市在动乱中的生存之道，而应该更进一步思考如何胜出！试着问自己一些问题，例如：
⊕我如何使同仁或下属更有创意、更加弹性、更有适应力？
⊕我如何透过网路与系统，改变与客户沟通的方式，加强对客户的了解，并使他们更乐於与我们合作？
⊕我如何减少官僚体制，并且改善营运效率，以释出更多的时间与精力来因应复杂的商业环境？
⊕我如何改变自身与团队，甚至是远东集团，使我们能从混沌中胜出？
Success is systematic and integrated. We should digitize all operations so we can move faster and more flexible. Use the technology to become integrated and connected so that we communicate faster with our employees, our customers and the world. Use the Design thinking to inject creativity and not to be afraid of changing the world. Constantly train and develop our people to embrace the chaos and to not be afraid of challenging the traditional mindsets.
Eventually, all the transformation and changes will become our competitive advantages in order to survive at this fast changing global environment. Change Today to Thrive Tomorrow!
我们必须藉由系统性与整合性的规划，将营运模式更加数位化，使行动力更为快速、弹性，并且运用科技来整合，进而相互连结，使内部、外部，甚至对世界的沟通更加快速。此外，也应透过「设计思考」，带入创意的元素，并且无惧於改变世界，持续性的训练人员面对混沌，鼓励他们挑战传统思考。如此一来，所有转型与变化，都将成为我们的竞争利器，使我们在快速变动的环境中继续生存。期待大家携手努力，改变今日，创造明日的胜利！
＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊
面临混沌未明、超速竞争的世界，每件事情进行得比以往更加快速，企业要维持优势变得更加困难。市场已没有边界，随着时间的推进，商业的运作也愈趋复杂，必须更加灵活、弹性，并且进一步整合，重新设计一切，包含：系统、运作、教育训练方式……等，才能在今日的混沌中生存，进而从中繁荣壮大！
Technology is causing disruptions everywhere. Amazon started 19 years ago as an online bookstore out of a small warehouse. Today it is the largest global online retailer who made 17 billion USD sales in 3Q’2013. And it now sells almost everything from luxury & electronic goods to groceries and also offers cloud services. In early December, Amazon revealed its new plan for the “Prime Air” service which adopts a new delivery system to get packages into customers' hands in 30 minutes or less using unmanned aerial vehicles. Amazon is using the power of big data, integrated systems, mobile commerce and the Internet to make this new system work, and Amazon also has the heart to challenge everything from traditional retail like Borders to traditional logistics companies like FedEx. Technology is converging across industries and reshaping entire markets into entirely new and dynamic market landscape almost at the speed of the Internet.
科技带来许多破坏与改变，以亚马逊（Amazon）为例，19年前只是一间网路小书店，如今已成为全球最大的网路零售商，光是2013年第三季营收就达170亿美金，销售范围从顶级奢侈品、电子产品到一般民生用品，甚至提供云端服务。去年12月初，亚马逊宣布Prime Air新货运计画：透过无人驾驶的飞行器，将货品在30分钟内运送至客户手上。藉由海量数据、整合性系统、行动商务，以及网际网路，亚马逊使一切成真。更重要的是，它有一颗无惧挑战的心，不但挑战传统零售书店业（如：Borders），也挑战物流公司（如：FedEx），利用科技，将不同的行业融合在一起。
For FEG to thrive in these chaos we have to become fearless and aggressive about accepting change. We have to use the principles of “design thinking” to help us innovate, adapt, and become a smarter, leaner, stronger, faster, and more flexible company.
为了在混沌的世局中胜出，远东人也需要有无惧与积极的态度来接受改变，以「设计思考」的观念来帮助我们创新、适应，使我们成为更加聪明、轻盈、强大、迅速、具有弹性的公司。
Two modern examples of how “design thinking” is being successfully applied is Burberry and a startup company named COIN. In an era when consumers' wallets are filled with credit cards, rewards cards, gift cards and other cards, COIN is another example of excellent innovation. Its goal is to replace the multitude of cards in your wallet with one programmable card. This new idea is very much welcomed by the public that their startup goal of $50,000 USD in pre-orders was met in just 40 minutes. COIN used design thinking as a systematic approach for rewriting people’s buying behavior. This product not only connects with people, but also recognized a fundamental problem in people’s lives. And then they used technology and creativity to develop a solution. They were fearless about changing the status quo.（COIN: https://onlycoin.com/）
以下为各位介绍两个善於使用「设计思考」的案例──
一、COIN：在这个充斥着信用卡、会员卡等各式卡片的年代，位於旧金山的COIN公司，成功实现了「多卡合一」的理想。其所推出的COIN，是一张神奇的卡，可以预先输入所有卡片的资讯，刷卡时，只要轻按卡上的按钮，即可切换成不同的卡片。这项产品概念受到消费者广大的回响，因此，当COIN在官网上，以一人50美元的价格向群众募资时，短短40分钟即达到5万美元的融资目标。透过「设计思考」，COIN从消费行为中找到问题，再利用科技与创意，发展出解决方案，成功改写消费习惯。由此可见，COIN并不畏惧改变现状。（COIN官网: https://onlycoin.com/）
Burberry was a traditional luxury goods brand in a traditional industry. But when they open their eyes, and changed their perspective of avoiding technology, they digitalized all their systems, and actively sought to use the power of the Internet to connect with their customers and employees. Burberry brought in technology to the brand since 2006, by implementing a brand new e-commerce platform connecting all existing platforms, including FB, twitter, Google+…etc. The Company has an internal communication platform called “Burberry Chat” where the CEO can communicate to 11,200 Burberry employees. Burberry’s Store of The Future in London, for example, which bowed in 2012, was designed to blur the lines between physical and digital retailing so that when shoppers walk into the store, they actually feel like they’re walking into the web site. （Burberry’s Social Story:
http://www.salesforce.com/customers/stories/burberry.jsp）
二、Burberry：这个传统的英国精品品牌，又是如何与「创新」搭上边呢？首先，它打开自身的眼界，接受科技的洗礼，将所有系统数位化，并且积极透过网际网路与内部同仁和外部消费者连结。自2006年起，Burberry透过全新的行动商务平台，连接包含FB、twitter、Google+……等社群平台，并在公司内部引进一个沟通平台，称为「Burberry Chat」，公司的最高主管可藉由此平台，直接与一万多名员工沟通。此外，Burberry也於2012下半年，在英国高档消费一级战区──位於伦敦的旗舰店，示范157年历史的老牌精品如何拥抱最新科技，将精品消费的奢华与虚荣，加入耳目一新的眼球体验，模糊实体与数位零售的界线，让消费者进入店面时，犹如走进网站，达到娱乐的效果。（Burberry’s Social Story: http://www.salesforce.com/customers/stories/burberry.jsp）
In Summery, all of us at FEG need to know that rather than be scared of the turmoil and technology, we have to embrace it. We have to fundamentally design FEG to thrive in turmoil of today’s world. We have to become fearless and not be afraid of challenging traditional market, and industries. We have to stop being defensive, and we have to go on the offensive.
由此可知，我们不应只是保守的防御，而应该主动出击。与其畏惧，不如双手欢迎科技带来的钜变，勇於面对、挑战传统市场及产业，彻底改造自己，使集团在动荡的世界中繁荣茁壮。
In the Marines, they taught us that the keys to designing & thriving in the chaos of war are:
1.Design flexibility and adaptability into everything you do. (Your plans, your systems, your operations, all the way to even how you train and structure your organization)
2.Use technology to your advantage by enhancing your communications and use it to negotiate uncertainty.
3.Constantly evolve and reinvent yourself so that you don’t become complacent or stagnant.
之前在海军陆战队服务时，军队曾教导我们如何在混乱的战争中，掌握计画并胜出，重点包括：
1.不论计划、系统、营运，甚至是人员训练或组织架构……等设计，均应保有弹性与应变性。
2.善用科技强化沟通，减少不确定性。
3.持续自我充实及改造，不因自满而停滞不前。
Please think about your companies, divisions and stores, change the way you think right now, stop thinking about how you are going to survive in the chaos and turmoil, but instead, ask yourself how can I thrive in it. You can ask yourself questions such as…
⊕How am I going to teach my people to be more creative, flexible and adaptable?
⊕How can I change the way I connect with customers using the Internet or digital systems so that I understand them better and they want to use my services more?
⊕How am I going to minimize bureaucracy and improve operational efficiency so that I can better deal with the increasingly complex business environment?
⊕How am I going to change myself, my team, and FEG today so we can thrive in the Chaos of tomorrow?
现在，就从思维开始改变，不只要思考您的公司、部门或是门市在动乱中的生存之道，而应该更进一步思考如何胜出！试着问自己一些问题，例如：
⊕我如何使同仁或下属更有创意、更加弹性、更有适应力？
⊕我如何透过网路与系统，改变与客户沟通的方式，加强对客户的了解，并使他们更乐於与我们合作？
⊕我如何减少官僚体制，并且改善营运效率，以释出更多的时间与精力来因应复杂的商业环境？
⊕我如何改变自身与团队，甚至是远东集团，使我们能从混沌中胜出？
Success is systematic and integrated. We should digitize all operations so we can move faster and more flexible. Use the technology to become integrated and connected so that we communicate faster with our employees, our customers and the world. Use the Design thinking to inject creativity and not to be afraid of changing the world. Constantly train and develop our people to embrace the chaos and to not be afraid of challenging the traditional mindsets.
Eventually, all the transformation and changes will become our competitive advantages in order to survive at this fast changing global environment. Change Today to Thrive Tomorrow!
我们必须藉由系统性与整合性的规划，将营运模式更加数位化，使行动力更为快速、弹性，并且运用科技来整合，进而相互连结，使内部、外部，甚至对世界的沟通更加快速。此外，也应透过「设计思考」，带入创意的元素，并且无惧於改变世界，持续性的训练人员面对混沌，鼓励他们挑战传统思考。如此一来，所有转型与变化，都将成为我们的竞争利器，使我们在快速变动的环境中继续生存。期待大家携手努力，改变今日，创造明日的胜利！
＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊
