完整版TED演讲从可口可乐中学生意经中英对照翻译.docx
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完整版TED演讲从可口可乐中学生意经中英对照翻译.docx
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完整版TED演讲从可口可乐中学生意经中英对照翻译
从可口可乐学生意经
OneofmyfavoritepartsofmyjobattheGatesFoundationisthatIgettotraveltothedevelopingworld,andIdothatquiteregularly.AndwhenImeetthemothersinsomanyoftheseremoteplaces,I'mreallystruckbythethingsthatwehaveincommon.Theywantwhatwewantforourchildrenandthatisfortheirchildrentogrowupsuccessful,tobehealthy,andtohaveasuccessfullife.ButIalsoseelotsofpoverty,andit'squitejarring,bothinthescaleandthescopeofit.MyfirsttripinIndia,Iwasinaperson'shomewheretheyhaddirtfloors,norunningwater,noelectricity,andthat'sreallywhatIseeallovertheworld.Soinshort,I'mstartledbyallthethingsthattheydon'thave.ButIamsurprisedbyonethingthattheydohave:
Coca-Cola.
Cokeiseverywhere.Infact,whenItraveltothedevelopingworld,Cokefeelsubiquitous.AndsowhenIcomebackfromthesetrips,andI'mthinkingaboutdevelopment,andI'mflyinghomeandI'mthinking,"We'retryingtodelivercondomstopeopleorvaccinations,"youknow,Coke'ssuccesskindofstopsandmakesyouwonder:
howisitthattheycangetCoketothesefar-flungplaces?
Iftheycandothat,whycan'tgovernmentsandNGOsdothesamething?
AndI'mnotthefirstpersontoaskthisquestion.ButIthink,asacommunity,westillhavealottolearn.It'sstaggering,ifyouthinkaboutCoca-Cola.Theysell1.5billionservingseverysingleday.That'slikeeveryman,womanandchildontheplanethavingaservingofCokeeveryweek.Sowhydoesthismatter?
Well,ifwe'regoingtospeeduptheprogressandgoevenfasteronthesetofMillenniumDevelopmentGoalsthatwe'resetasaworld,weneedtolearnfromtheinnovators,andthoseinnovatorscomefromeverysinglesector.Ifeelthat,ifwecanunderstandwhatmakessomethinglikeCoca-Colaubiquitous,wecanapplythoselessonsthenforthepublicgood.
Coke'ssuccessisrelevant,becauseifwecananalyzeit,learnfromit,thenwecansavelives.Sothat'swhyItookabitoftimetostudyCoke.AndIthinktherearereallythreethingswecantakeawayfromCoca-Cola.Theytakereal-timedataandimmediatelyfeeditbackintotheproduct.Theytapintolocalentrepreneurialtalent,andtheydoincrediblemarketing.Solet'sstartwiththedata.NowCokehasaveryclearbottomline--theyreporttoasetofshareholders,theyhavetoturnaprofit.Sotheytakethedata,andtheyuseittomeasureprogress.Theyhavethisverycontinuousfeedbackloop.Theylearnsomething,theyputitbackintotheproduct,theyputitbackintothemarket.Theyhaveawholeteamcalled"KnowledgeandInsight."It'salotlikeotherconsumercompanies.Soifyou'rerunningNamibiaforCoca-Cola,andyouhavea107constituencies,youknowwhereeverycanversusbottleofSprite,FantaorCokewassold,whetheritwasacornerstore,asupermarketorapushcart.Soifsalesstarttodrop,thenthepersoncanidentifytheproblemandaddresstheissue.
Let'scontrastthatforaminutetodevelopment.Indevelopment,theevaluationcomesattheveryendoftheproject.I'vesatinalotofthosemeetings,andbythen,itiswaytoolatetousethedata.IhadsomebodyfromanNGOoncedescribeittomeasbowlinginthedark.Theysaid,"Yourolltheball,youhearsomepinsgodown.It'sdark,youcan'tseewhichonegoesdownuntilthelightscomeon,andthenyouanseeyourimpact."Real-timedataturnsonthelights.
Sowhat'sthesecondthingthatCoke'sgoodat?
They'regoodattappingintothatlocalentrepreneurialtalent.Coke'sbeeninAfricasince1928,butmostofthetimetheycouldn'treachthedistantmarkets,becausetheyhadasystemthatwasalotlikeinthedevelopedworld,whichwasalargetruckrollingdownthestreet.AndinAfrica,theremoteplaces,it'shardtofindagoodroad.ButCokenoticedsomething--theynoticedthatlocalpeopleweretakingtheproduct,buyingitinbulkandthenresellingitinthesehard-to-reachplaces.Andsotheytookabitoftimetolearnaboutthat.Andtheydecidedin1990thattheywantedtostarttrainingthelocalentrepreneurs,givingthemsmallloans.Theysetthemupaswhattheycalledmicro-distributioncenters,andthoselocalentrepreneursthenhiresalespeople,whogooutwithbicyclesandpushcartsandwheelbarrowstoselltheproduct.Therearenowsome3,000ofthesecentersemployingabout15,000peopleinAfrica.InTanzaniaandUganda,theyrepresent90percentofCoke'ssales.Let'slookatthedevelopmentside.
WhatisitthatgovernmentsandNGOscanlearnfromCoke?
GovernmentsandNGOsneedtotapintothatlocalentrepreneurialtalentaswell,becausethelocalsknowhowtoreachtheveryhard-to-serveplaces,theirneighbors,andtheyknowwhatmotivatesthemtomakechange.IthinkagreatexampleofthisisEthiopia'snewhealthextensionprogram.ThegovernmentnoticedinEthiopiathatmanyofthepeopleweresofarawayfromahealthclinic,theywereoveraday'stravelawayfromahealthclinic.Soifyou'reinanemergencysituation--orifyou'reamomabouttodeliverababy--forgetit,togettothehealthcarecenter.Theydecidedthatwasn'tgoodenough,sotheywenttoIndiaandstudiedtheIndianstateofKeralathatalsohadasystemlikethis,andtheyadapteditforEthiopia.Andin2003,thegovernmentofEthiopiastartedthisnewsystemintheirowncountry.Theytrained35,000healthextensionworkerstodelivercaredirectlytothepeople.Injustfiveyears,theirratiowentfromoneworkerforevery30,000peopletooneworkerforevery2,500people.Now,thinkabouthowthiscanchangepeople'slives.Healthextensionworkerscanhelpwithsomanythings,whetherit'sfamilyplanning,prenatalcare,immunizationsforthechildren,oradvisingthewomantogettothefacilityontimeforanon-timedelivery.ThatishavingrealimpactinacountrylikeEthiopia,andit'swhyyouseetheirchildmortalitynumberscomingdown25percentfrom2000to2008.InEthiopia,therearehundredsofthousandsofchildrenlivingbecauseofthishealthextensionworkerprogram.Sowhat'sthenextstepforEthiopia?
Well,they'realreadystartingtalkaboutthis.They'restartingtotalkabout,"Howdoyouhavethehealthcommunityworkersgeneratetheirownideas?
Howdoyouincentthembasedontheimpactthatthey'regettingoutinthoseremotevillages?
"That'showyoutapintolocalentrepreneurialtalentandyouunlockpeople'spotential.
ThethirdcomponentofCoke'ssuccessismarketing.Ultimately,Coke'ssuccessdependsononecrucialfactandthatisthatpeoplewantaCoca-Cola.Nowthereasonthesemicro-entrepreneurscansellormakeaprofitistheyhavetoselleverysinglebottleintheirpushcartortheirwheelbarrow.So,theyrelyonCoca-Colaintermsofitsmarketing,andwhat'sthesecrettotheirmarketing?
Well,it'saspirational.Itisassociatedthatproductwithakindoflifethatpeoplewanttolive.Soeventhoughit'saglobalcompany,theytakeaverylocalapproach.Coke'sglobalcampaignsloganis"OpenHappiness."Buttheylocalizeit.Andtheydon'tjustguesswhatmakespeoplehappy;theygotoplaceslikeLatinAmericaandtheyrealizethathappinessthereisassociatedwithfamilylife.AndinSouthAfrica,theyassociatehappinesswithseritiorcommunityrespect.Now,thatplayeditselfoutintheWorldCupcampaign.Let'slistentothissongthatCokecreatedforit,"Wavin'Flag"byaSomalihiphopartist.
(Video)K'Naan:
Ohohohohoho-ohOhohohohohohohohohohOhohohohoho-ohOhohohohohohohoho-ohGiveyoufreedom,giveyoufireGiveyoureason,takeyouhigherSeethechampionstakethefieldnowYoudefineus,makeusfeelproudInthestreetsourheadsareliftedAsweloseourinhibitionCelebration,it'saroundusEverynation,allaroundus
MelindaFrenchGates:
Itfeelsprettygood,right?
Well,theydidn'tstopthere--theylocalizeditinto18differentlanguages.Anditwentnumberoneonthepopchartin17countries.ItremindsmeofasongthatIrememberfrommychildhood,"I'dLiketoTeachtheWorldtoSing,"thatalsowentnumberoneonthepopcharts.Bothsongshavesomethingincommon:
thatsameappealofcelebrationandunity.Sohowdoeshealthanddevelopmentmarket?
Well,it'sbasedonavoidance,notaspirations.I'msureyou'veheardsomeofthesemessages."Useacondom,don'tgetAIDS.""Washyouhands,youmightnotgetdiarrhea."Itdoesn'tsoundanythinglike"Waving'Flag"tome.
AndIthinkwemakeafundamentalmistake--wemakeanassumption,thatwethinkthat,ifpeopleneedsomething,wedon'thavetomakethemwantthat.AndIthinkthat'samistake.Andthere'ssomeindicationsaroundtheworldthatthisisstartingtochange.Oneexampleissanitation.Weknowthatamillionandahalfchildrendieayearfromdiarrheaandalotofitisbecauseofopendefecation.Butthere'sasolution:
youbuildatoilet.Butwhatwe'refindingaroundtheworld,overandoveragain,is,ifyoubuildatoiletandyouleaveitthere,itdoesn'tgetused.Peoplereuseitforaslabfortheirhome.Theysometimesstoregraininit.I'veevenseenitusedforachickencoop.(Laughter)Butwhatdoesmarketingreallyentailthatwouldmakeasanitationsolutiongetaresultindiarrhea?
Well,youworkwiththecommunity.Youstarttotalktothemaboutwhyopendefecationissomethingthatshouldn'tbedoneinthevillage,andtheyagreetothat.Butthenyoutakethetoiletandyoupositionitasamodern,trendyconvenience.OnestateinNorthernIndiahasgonesofarastolinktoiletstocourtship.Anditworks--lookattheseheadlines.(Laughter)I'mnotkidding.Womenarerefusingtomarrymenwithouttoilets.Noloo,no"Ido
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