商业再编码：有勇气创造更美好的未来，彼得·菲斯克

Table of Contents COVERTITLE PAGECOPYRIGHTDEDICATIONINTRODUCTIONBUSINESS NEEDS A NEW CODE FOR SUCCESS.WHY DO WE NEED TO RECODE?THE FUTURE ISN'T LIKE IT USED TO BETHE NEW DNA OF BUSINESSTHE NEW DNA OF BUSINESSTHE NEW DNA OF LEADERSHIPHAVE THE COURAGE TO LEAD THE FUTUREINSPIRATIONS TO CHANGE YOUR WORLDSO, READ ON …SHIFT 1: AURORAHOW WILL YOU REINVENT YOUR BUSINESS FOR ABETTER FUTURE?LOOK FORWARDS NOT BACKWHAT'S YOUR FUTURE POTENTIAL?LEADERS NEED TO BE FARSIGHTEDOPEN YOUR MIND TO NEWNESSGROW YOURSELF, AND YOUR BUSINESSCREATE THE FUTURE IN YOUR OWN VISIONTHE DEEP FLAWS OF CAPITALISMBUSINESS AS A PLATFORM FOR CHANGETHE $12 TRILLION OPPORTUNITY OF THE SDGS FINDING YOUR PURPOSEPURPOSE-DRIVEN COMPANIES DO BETTERTURNING INSPIRING PURPOSE INTO PRACTICALACTIONWHAT'S YOUR FUTURE STORY?PIXAR AND THE HERO'S JOURNEYTHE FUTURE STORY OF YOUR BUSINESSPROFITABILITY AND VALUE CREATIONFROM SHAREHOLDERS TO STAKEHOLDERSSMARTER CHOICES, POSITIVE IMPACTBELIEVE IN BETTERBE CURIOUS AND OPTIMISTICBE THE CHANGESUMMARY: HOW WILL YOU RECODE YOUR FUTURE?SHIFT 2: KOMOREBIWHERE ARE THE BEST OPPORTUNITIES TO GROWFURTHER AND FASTER?FINDING THE FUTURE FIRSTSEEING THINGS DIFFERENTLYTHE 12 SOURCES OF GROWTHINCREDIBLE ASIATHE NEW SILK ROADSLEARNING FROM GROWTH MARKETSTHE 4TH INDUSTRIAL REVOLUTIONAI IS ROCKET FUEL FOR GROWTHHUMANISING TECHNOLOGYJUMP TO THE FUTUREEXPLORE FUTURE SCENARIOSMAP THE GROWTH HORIZONSTHE EXPONENTIAL VALUE OF NETWORKS LINEAR BUSINESS VS. NETWORK BUSINESS15 TYPES OF NETWORK EFFECTSINFINITE AND INVINCIBLEEXPLOIT THE PRESENT AND EXPLORE THE FUTURELEADING FOR RELENTLESS GROWTHSUMMARY: HOW WILL YOU RECODE YOUR GROWTH?SHIFT 3: TRANSCENDENTHOW WILL YOU RESHAPE YOUR MARKET TO YOURADVANTAGE?BLURRED BOUNDARIESMULTI-DIMENSIONAL MARKETSWHAT BUSINESS ARE YOU REALLY IN?EVERY MARKET IS DISRUPTEDHOW CORPORATES CAN DISRUPT THE DISRUPTORSCHANGE THE GAME TO YOUR ADVANTAGETHE NEW CUSTOMER AGENDATHE NEW CUSTOMER VALUE EQUATIONCREATING NEW MARKETSPOWER TO THE PEOPLEEVERY BUSINESS IS A “CONSUMER” BUSINESSTRUST IS A DEFINING ISSUEBEING REAL, AUTHENTIC AND TRANSPARENTPEOPLE TRUST PEOPLEBRANDS ARE ABOUT PEOPLE NOT PRODUCTSBUILD A MANIFESTO BRANDDELIVER BETTER VALUE PROPOSITIONSENABLING MOREBUILDING A BRAND COMMUNITYCOMMUNITIES BUILT ON PASSIONS SUMMARY: HOW WILL YOU RECODE YOUR MARKET?SHIFT 4: INGENUITYWHAT DOES IT TAKE TO DRIVE MORE RADICALINNOVATION?IMAGINATION, CREATIVITY AND INNOVATIONIMAGINING BETTERA MORE INSPIRED APPROACH TO INNOVATIONWHERE DO GOOD IDEAS COME FROM?TROUBLEMAKERS AND RULEBREAKERSSTART BY ASKING BETTER QUESTIONSDESIGN AS CREATIVE PROBLEM-SOLVINGHUMAN-CENTRED THINKINGDESIGN IS FUNCTION AND FORMCREATIVE FUSIONSINSPIRED BY NATUREINSPIRED BY PARALLEL MARKETSINNOVATING THE WHOLE BUSINESSDEFINING THE BUSINESS MODELINNOVATING THE BUSINESS MODELFAST EXPERIMENTSSCALE AND MULTIPLY“IT'S ALWAYS DAY 1”THE MOONSHOT FACTORY10X BETTER, NOT JUST 10%CREATING THE FUTURE AT XSUMMARY: HOW WILL YOU RECODE YOURINNOVATION?SHIFT 5: UBUNTUHOW CAN THE BEST TEAMS ACHIEVE MORETOGETHER? RISE OF THE SUPERHUMANSTHE FUTURE OF WORKMORE HUMAN, MORE CREATIVE, MORE FEMALETHE QUANTUM MECHANICS OF BUSINESSORGANISATIONS AS LIVING ORGANISMSTHE END OF HIERARCHYTEAMS BEAT INDIVIDUALSFROM FUNCTIONS TO PROJECTSFAST AND COLLABORATIVE PROJECTSINDIVIDUALS AND ORGANISATIONSINCLUSION DRIVES COGNITIVE DIVERSITYLEARNING AS YOUR ADVANTAGEENERGISING PEOPLETHE RHYTHM OF PROGRESSCREATE YOUR “KAPA O PANGO”THE TEAM ALWAYS WINSFEARLESS AND FEARSOMEECOSYSTEMS BEAT EGOSYSTEMSPLATFORMS TRANSFORM MARKETSTHE “BUTTERFLY” BUSINESSSUMMARY: HOW WILL YOU RECODE YOURORGANISATION? WHAT DOES IT TAKE TO TRANSFORM YOUR BUSINESSEFFECTIVELY?BUSINESS TRANSFORMATIONPIVOT TO A NEW SPACEEVOLVE TO REVOLVETRANSFORM FOR TODAY AND TOMORROWDUAL TRANSFORMATION SHIFTING THE COREOUTSIDE ININSIDE OUTTRANSFORMING WITH PURPOSEBOILING FROGS AND BURNING PLATFORMSCHANGE AS AN EMOTIONAL ROLLERCOASTERLEADING THE CHANGEINNOVATION LABSINCUBATORS AND ACCELERATORSBUILD YOUR OWN ROCKET SHIPDOUGHNUT ECONOMICSCIRCULAR DESIGNNET POSITIVE IMPACTTHE NEVER-ENDING JOURNEYSTRATEGIC AGILITYEMOTIONAL AGILITYSUMMARY: HOW WILL YOU RECODE YOURTRANSFORMATION?SHIFT 7: AWESTRUCKDO YOU HAVE THE COURAGE TO CREATE A BETTERFUTURE?WHAT IS LEADERSHIP?LEADERS SHAPE THE FUTURELEADERS WITH PURPOSEDARE TO BE MOREVULNERABILITY AND CONFIDENCEHOW GREAT LEADERS GROWWHAT'S YOUR BEST LEADERSHIP STYLE?EVALUATING LEADERSFINDING YOUR FUTURE FLOW PLAYING TO YOUR STRENGTHSTHE LEADER'S PLASTIC BRAINTHE ENDURANCE OF LEADERSTHE RESILIENCE OF LEADERSTHE GRATITUDE OF LEADERSWHAT WILL YOU GIVE TO THE FUTURE?HOW WILL YOU CREATE A BETTER WORLD?LETTER TO THE FUTURETHE PEOPLE WE ADMIRE MOSTHOW WILL YOU FIND YOUR “EXTRA” ORDINARY?A GOOD TIME TO BE EXTRAORDINARYSUMMARY: HOW WILL YOU RECODE YOURLEADERSHIP? DOING MOREONLINE RESOURCESACKNOWLEDGEMENTSABOUT THE AUTHORINDEXEND USER LICENSE AGREEMENT List of Tables Chapter 6TABLE 6.1 Transformational timelines of Amazon and Alibaba. List of Illustrations IntroductionFIGURE 0.1 The seven business shifts to a better futur