商业再编码：彼得·菲斯克新书免费样本

This edition first published in 2021© 2021 by Peter Fisk Registered officeJohn Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ,United Kingdom For details of our global editorial offices, for customer services and for information about howto apply for permission to reuse the copyright material in this book please see our website atwww.wiley.com. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system,or transmitted, in any form or by any means, electronic, mechanical, photocopying, recordingor otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, withoutthe prior permission of the publisher. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Somematerial included with standard print versions of this book may not be included in e-books orin print-on-demand. If this book refers to media such as a CD or DVD that is not included inthe version you purchased, you may download this material at http://booksupport.wiley.com.For more information about Wiley products, visit www.wiley.com. Designations used by companies to distinguish their products are often claimed astrademarks. All brand names and product names used in this book are trade names, servicemarks, trademarks or registered trademarks of their respective owners. The publisher is notassociated with any product or vendor mentioned in this book. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their bestefforts in preparing this book, they make no representations or warranties with respect to theaccuracy or completeness of the contents of this book and specifically disclaim any impliedwarranties of merchantability or fitness for a particular purpose. It is sold on theunderstanding that the publisher is not engaged in rendering professional services and neitherthe publisher nor the author shall be liable for damages arising herefrom. If professionaladvice or other expert assistance is required, the services of a competent professional shouldbe sought. Library of Congress Cataloging-in-Publication Data ISBN 9781119679868 (hardback) ISBN 9781119680000 (ePUB)ISBN 9781119680024 (Adobe PDF) 10 9 8 7 6 5 4 3 2 1 Cover Design: WileyCover Image: © tuulijumala / Shutterstock Set in 12/18pt Minion Pro by SPi Global, Chennai, India CONTENTS INTRODUCTION: Recodexvii Business needs a new code for successxviiWhy do we need to recode?xviiiThe future isn’t like it used to bexxThe new DNA of businessxxiiThe new DNA of businessxxivThe new DNA of leadershipxxviiHave the courage to lead the futurexxxInspirations to change your worldxxxiInspiration 1Eliud KipchogexxxiInspiration 2DeepMindxxxviInspiration 3Tan LexlInspiration 4Satya NadellaxliiiInspiration 5Mary BarraxlviiInspiration 6Jack MalInspiration 7JK Rowlingliv CONTENTS SHIFT 1AURORA: Recode your future1 How will you reinvent your business for a betterfuture?1Code 1What’s your future potential?3Look forwards not back5What’s your future potential?9Leaders need to be farsighted14Code 2Have a future mindset19Open your mind to newness20Grow yourself, and your business24Create the future in your own vision26Code 3Imagine a better business28The deep flaws of capitalism28Business as a platform for change31The $12 trillion opportunity of the SDGs35Code 4Find your inspiring purpose38Finding your purpose39Purpose-driven companies do better41Turning inspiring purpose into practical action44Code 5Create your future story47What’s your future story?48Pixar and the hero’s journey51The future story of your business52Code 6Deliver more positive impact54Profitability and value creation55From shareholders to stakeholders57Smarter choices, positive impact60 CONTENTS Code 7Be the radical optimist62Believe in better63Be curious and optimistic66Be the change68Summary: How will you recode your future?70 SHIFT 2KOMOREBI: Recode your growth73 Where are the best opportunities to grow furtherand faster?73Code 8Ride with the megatrends75Code 9Find new sources of growth86Finding the future first88Seeing things differently91The 12 sources of growth93Code 10Embrace the Asian century96Incredible Asia98The new Silk Roads100Learning from growth markets102Code 11Embrace technology and humanity107The 4th Industrial Revolution108AI is rocket fuel for growth113Humanising technology117Code 12Start from the future back120Jump to the future121Explore future scenarios122Map the growth horizons125Code 13Accelerate through networks128The exponential value of networks129 CONTENTS Linear business vs. network business13115 types of network effects133 Code 14Build a growth portfolio136 Infinite and invincible138Exploit the present and explore the future139Leading for relentless growth141 Summary: How will you recode your growth?142 SHIFT 3TRANSCENDENT: Recode your market145 How will you reshape your market to youradvantage?145Code 15Explore the market matrix147Blurred boundaries1