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跳至主要內容

BE STUPID,Diesel創辦人給愚人世代的宣言:如果你不曾做過蠢事,那麼你根本沒做過任何事
這本書對我來說,是有點誤會。
最初我以為它講的是吸塵器Dyson,想說這吸塵器那麼有名,創辦人應該不簡單吧。加上電視廣告中,Dyson的創辦人不也常出現嗎?所以我就誤以為這本是在講吸塵器的故事。
也難怪我會覺得奇怪,為何賣吸塵器的老闆一開始卻是以賣牛仔褲起家。耐著性子,我想也許是之後突然覺得吸塵器很有趣,便索性轉換跑道吧?科技怪傑不都是這樣嗎?
啊哈~越往下讀,越是納悶,這主角似乎決定繼續賣牛仔褲,沒有打算製造吸塵器?等一下,這個Diesel 似乎很眼熟,好像真的是服裝業的?於是我GOOGLE….挖靠,這真的是賣牛仔褲的那個Diesel啦!吸塵器的那個叫做Dyson!發音跟寫法都不一樣!
好吧,這也許符合本書的題名:Be Stupid吧?
其實這本書內容不多,也不是全由Diesel創辦人倫佐.羅索執筆,而是搭配作者喬托.科爾貝塔的評論而成。主要提倡的概念就是,傻子有時能看到聰明人看不到的機會,鼓勵讀者勇於當個笨蛋。不過書中也指出,笨蛋不是全然暴虎馮合,它其實心底是有所依據的。而且笨蛋也不見得不會失敗,書中亦舉出羅索兩次失敗的例子。
根據內容,羅索給我一種奔放自由的感覺,而且充滿好奇心,古靈精怪,時常背離傳統。而Diesel也正如他一般,在行銷上嘗試顛覆常識的作法,例如書中提及的「美日非洲人」廣告。而當Diesel迅速成長,擁有很高的鋪貨範圍時,他卻為了凸顯Diesel,毅然收回現有通路,轉而依據全球各地的特色開設直營店,重新凝聚品牌突出的形象。
若是一般企業,也許不會採取這種行動。因為很難有組織願意改變現有,並且看上去沒有大問題的經營模式。
本書能帶給讀者什麼,值得購買嗎?如果對時尚產業有興趣的人,應是不錯。企管相關的學生或顧問,也能從中得到些許啟發。不過對我這個傳統產業從業人員來說,似乎就沒那麼多助益了。不過,我在本書意外地找到了一個我一直在尋找的答案。書中引用大衛.麥克利蘭的一句話,大意是說商人的動機來自於想獲得被認可的野心。
也許吧?因為在社會上擁有金錢,可購買奢侈品,也就贏得社會地位,被眾人所認可。但也可以說,有了錢有了地位,能對社會做出更多貢獻,進而獲得認可吧?
哀,商業的意義,對我究竟有何意義呢?還得再思索思索。
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