TED2019
Hamdi Ulukaya: The anti-CEO playbook
哈穆迪 · 烏魯卡雅: 反 CEO 手冊
Filmed:
Readability: 3
2,454,716 views
利潤、錢、股東：這些是當今大多數公司的優先事項。但這是以什麼代價換來呢？ Chobani 創始人 哈穆迪 · 烏魯卡雅 呼籲全球企業領導人拋棄過去的企業劇本，並分享他對新的「反 CEO 手冊」的願景，優先考慮人而非利潤。 他說：「這是利潤與真實財富之間的差異。」
Hamdi Ulukaya - Yogurt maker, humanitarian
Hamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade. Full bio
Hamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade. Full bio
Double-click the English transcript below to play the video.
00:14
A cold January day of 2005,
0
2183
3856
2005 年一個寒冷的一月天，
00:18
I took one of my most important
drives of my life.
drives of my life.
1
6063
3790
我踏上了今生最重要的路程之一。
00:23
I was on this road in upstate New York,
2
11117
3763
在紐約州北部一條路上，
00:28
trying to find this old factory.
3
16021
2142
找尋一家老工廠。
00:31
The day before,
I received a flyer in the mail
I received a flyer in the mail
4
19601
3340
在那前一天，我信箱裡
收到了一張廣告單，
收到了一張廣告單，
00:34
that said, "Fully equipped
yogurt plant for sale."
yogurt plant for sale."
5
22965
3360
上面寫著「設備齊全的
優酪工廠出售」。
優酪工廠出售」。
00:39
I threw it in the garbage can.
6
27315
1582
我把它扔進了垃圾桶。
00:42
And 20 minutes later,
I picked it up and called the number.
I picked it up and called the number.
7
30038
3887
20 分鐘後，我又將它撿起來，
並打了電話過去。
00:47
The plant was 85 years old,
8
35351
1743
那家工廠廠齡 85，
00:50
and it was closing.
9
38012
1181
即將關閉。
00:52
So I decided to go see it.
10
40073
1562
所以，我決定去看看。
00:55
At this time,
11
43970
1226
那時候，
00:57
I wasn't sure where this road
or my life was going.
or my life was going.
12
45220
3467
我不知道那條路會通到哪裡，
也不確定我人生要走向哪裡。
也不確定我人生要走向哪裡。
01:02
I owned a small cheese shop
13
50307
2204
我開一家小乳酪店，
01:04
but really hated business.
14
52535
1319
然而我很討厭做生意。
01:08
But the hills and the roads
and the smells are all familiar.
and the smells are all familiar.
15
56576
4202
但這山丘、道路和氣味都很熟悉。
01:14
I grew up in Turkey,
in a similar environment,
in a similar environment,
16
62425
3822
我在土耳其類似的環境裡長大，
01:18
near the Kurdish mountains.
17
66271
1433
靠近庫德族山區。
01:20
My family made cheese and yogurt;
18
68613
1948
我家人做乳酪和優酪；
01:22
I grew up listening to shepherd's stories.
19
70585
2019
我從小聽著牧羊人的故事長大。
01:25
We didn't have much,
20
73882
1838
我們沒多少資產，
01:27
but we had the moon and the stars,
simple food, each other.
simple food, each other.
21
75744
3936
但我們有星星月亮，
有簡單的食物，有彼此的陪伴。
01:33
Eventually, I came to America.
22
81101
2000
後來，我來到美國。
01:35
I didn't even know New York had farms.
23
83724
2120
我甚至不知道紐約有農場。
01:39
I made it to upstate, and I never left.
24
87081
2793
我到了紐約州北部，
之後便沒再離開。
之後便沒再離開。
01:43
Now I'm lost.
25
91121
1150
現在，我迷路了。
01:46
I passed the road sign
that said "Dead end."
that said "Dead end."
26
94641
3828
經過了「死胡同」的路標，
01:51
Then soon after,
27
99506
1209
隨後不久，
01:53
there it was:
28
101308
1445
在眼前的
01:54
the factory.
29
102777
1150
便是那工廠。
01:58
The smell hit me first.
30
106642
1912
那氣味先撲了過來。
02:01
It was a like a milk container
left out in the sun.
left out in the sun.
31
109118
2702
聞起來像是牛奶桶被曝曬在陽光下。
02:05
The walls were so thick,
32
113228
1646
厚厚的牆，
02:08
paints were peeling,
there were cracks everywhere.
there were cracks everywhere.
33
116061
3016
油漆剝離，滿是裂紋。
02:13
The factory was so old,
the owners thought it was worthless.
the owners thought it was worthless.
34
121161
3519
工廠這麼老，業主認為不值錢。
02:18
I thought they left a zero off,
35
126209
3062
我還以為少寫了個 0，
因為要價低得讓我難以置信。
02:21
I couldn't believe the price.
36
129295
1934
02:25
As I entered in,
37
133569
1873
進去之後，
02:28
I stopped noticing things.
38
136331
3770
我注意的不再是東西。
02:32
All I could see were the people.
39
140125
2133
而是人。
02:35
There were 55 of them.
40
143897
1674
總共 55 名員工。
02:38
Just quiet.
41
146976
1150
一片沉寂。
02:40
Their only job was
to break the plant apart
to break the plant apart
42
148738
3921
他們唯一要做的事就是拆了工廠，
02:44
and close it forever.
43
152683
1400
永久歇業。
02:47
I was met with a guy named Rich,
44
155875
1980
我遇到瑞奇，
02:51
the production manager.
45
159044
1177
他是生產部經理。
02:53
He offered to take me around,
show me around.
show me around.
46
161256
2591
他主動要帶我到處走走看看。
02:56
He didn't say much,
47
164339
1167
他話不多，
02:57
but around every corner,
he would point out some stories.
he would point out some stories.
48
165530
3475
但每到一處，他都會指出一些典故。
03:02
Rich worked there for 20 years.
49
170268
2079
瑞奇在那裡已經做了 20 年。
03:04
His father made yogurt before him,
50
172371
2214
在他之前，他父親便是做優酪的，
03:06
and his grandfather
made cream cheese before that.
made cream cheese before that.
51
174609
2655
而他祖父在那之前，
又是做奶油乳酪的。
又是做奶油乳酪的。
03:10
You could tell that Rich felt guilty
52
178855
3953
你看得出瑞奇深感內疚，
03:15
that this factory
was closing on his watch.
was closing on his watch.
53
183792
3785
因為這個工廠將在他手上被關了。
03:23
What hit me the hardest at that time
54
191768
2754
當時最打動我的是
03:27
was that this wasn't just an old factory.
55
195442
3129
這不只是一家老工廠。
03:31
This was a time machine.
56
199173
1600
這是一個時間機器。
03:33
This is where people built lives,
they left for wars,
they left for wars,
57
201836
4572
在這裡曾有許多人建立了人生，
戰時他們出征，
03:38
they bragged about home runs
and report cards.
and report cards.
58
206432
2828
他們相互炫耀打了全壘打
或在學校拿了好成績。
或在學校拿了好成績。
03:42
But now, it was closing.
59
210091
1600
但現在，這個地方要關門了。
03:45
And the company
wasn't just giving up on yogurt,
wasn't just giving up on yogurt,
60
213064
3589
這公司放棄的不僅是優酪，
更是放棄了他們這些人。
03:49
it was giving up on them.
61
217445
1667
03:52
As if they were not good enough.
62
220191
1670
彷彿他們不夠好。
03:56
And I was shocked
how these people were behaving.
how these people were behaving.
63
224567
3564
這些人的表現讓我震驚。
04:01
There was no anger, there were no tears.
64
229177
2667
沒有憤怒，沒有眼淚。
04:05
Just silence.
65
233059
1439
只是沉默。
04:06
With grace, they were
closing this factory.
closing this factory.
66
234522
2933
他們以優雅的態度執行關廠的任務。
04:13
I was so angry
67
241212
1849
我很生氣
04:16
that the CEO was far away,
68
244308
2047
在遠方的一位 CEO，
04:20
in a tower or somewhere,
69
248522
2294
他在高樓之類的地方，
04:22
looking at the spreadsheets
70
250840
2205
看著業務報表
04:25
and closing the factory.
71
253069
1510
決定關閉這家工廠。
04:28
Spreadsheets are lazy.
72
256060
1468
報表是懶的。
04:30
They don't tell you about people,
they don't tell you about communities.
they don't tell you about communities.
73
258716
3801
他們不會告訴你關於人、
關於社區的情形。
關於社區的情形。
04:34
But unfortunately,
74
262541
1611
但不幸的是，
04:36
this is how too many
business decisions are made today.
business decisions are made today.
75
264176
3388
這是太多企業決策的方式。
04:44
I was never the same person
after what I saw.
after what I saw.
76
272659
3067
目睹那個情況之後，我變了一個人。
04:48
On my way back home,
I called Mario, my lawyer.
I called Mario, my lawyer.
77
276318
4555
在回家的路上，我打電話
給我的律師馬里奧。
給我的律師馬里奧。
04:54
I called Mario, I said,
"Mario, I want to buy this place."
"Mario, I want to buy this place."
78
282454
3452
我打給馬里奧說：
「馬里奧，我要買這個地方。」
「馬里奧，我要買這個地方。」
04:59
Mario said,
79
287510
1429
馬里奧說：
05:00
"Hamdi, one of the largest food companies
in the world is closing this place,
in the world is closing this place,
80
288963
4448
「哈穆迪，全球最大的
食品公司之一要關掉這個地方，
食品公司之一要關掉這個地方，
05:06
and they're getting out
of the yogurt business.
of the yogurt business.
81
294567
2420
而且他們要退出優酪的行業。
05:09
Who the hell are you to make it work?"
82
297011
1923
你以為你是誰，能讓它起死回生？」
05:12
I said, "You're right."
83
300432
1257
我說：「你說得對。」
05:14
But the next day, I called him again,
84
302559
1828
然而第二天，我又打電話給他，
05:16
and I said, "Mario, really,
I really want to buy this place."
I really want to buy this place."
85
304411
3142
我說：「馬里奧，真的，
我真的想買這個地方。」
我真的想買這個地方。」
05:19
He said, "Hamdi, you have no money.
86
307577
1699
他說：「哈穆迪，你沒錢。
05:21
(Laughter)
87
309300
1023
（笑聲）
05:22
You haven't even paid me in six months."
88
310347
1913
你甚至已經積欠了我六個月。」
05:24
(Laughter)
89
312284
1007
（笑聲）
05:25
Which was true.
90
313315
1159
那倒是真的。
05:26
(Laughter)
91
314498
1150
（笑聲）
05:28
But I got a loan, another loan.
92
316268
2066
但我取得一筆貸款，另一筆貸款。
05:30
By August 2005,
I had the keys for this factory.
I had the keys for this factory.
93
318831
4284
到 2005 年 8 月，
我拿到了這個工廠的鑰匙。
我拿到了這個工廠的鑰匙。
05:36
The first thing I did was to hire four
of the original 55 people.
of the original 55 people.
94
324093
3637
我做的第一件事就是聘回
原來 55 人中的四位。
原來 55 人中的四位。
05:40
I had Maria, the office manager.
95
328215
2135
我有瑪麗亞，辦公室經理。
05:42
I had Frank, the wastewater guy.
96
330374
2642
我有法蘭克，廢水處理員。
05:45
I had Mike, the maintenance guy.
97
333040
3077
我有麥克，他管維修。
05:48
And Rich, who showed me
the plant, the production guy.
the plant, the production guy.
98
336141
3011
還有當時帶我參觀廠房的
瑞奇，他負責生產。
瑞奇，他負責生產。
05:51
And we had our first board meeting.
99
339855
1765
我們召開了第一次董事會議。
05:55
Mike says, "Hamdi, what
are we going to do now?"
are we going to do now?"
100
343173
2392
麥克說：「哈穆迪，
我們現在要做什麼？」
我們現在要做什麼？」
05:58
They look at me
as if I have the magic answer.
as if I have the magic answer.
101
346133
2360
他們看著我，好像我有
什麼神奇的答案。
什麼神奇的答案。
06:01
So I said, "Mike,
102
349593
1200
於是我說：「麥克，
06:03
we're going to go to Ace Hardware store,
103
351974
2512
我們打算去 Ace 五金行，
06:07
and we're going to get some paints.
104
355268
1682
買一些油漆。
06:09
And we're going to paint
the walls outside."
the walls outside."
105
357649
2094
把外面的牆粉刷粉刷。」
麥克顯然不滿意。
06:13
Mike wasn't impressed.
106
361217
1163
06:14
He looked at me.
107
362404
1165
他看著我。
06:16
He said, "Hamdi, that's fine,
we’ll do that,
we’ll do that,
108
364138
2571
他說：「哈穆迪，
這很好，我們會去做。
這很好，我們會去做。
06:18
but tell me you have
more ideas than that."
more ideas than that."
109
366733
2022
但請告訴我除此之外
你還有更多的主意。」
你還有更多的主意。」
06:20
(Laughter)
110
368779
2616
（笑聲）
我說：「有。
06:23
I said, "I do.
111
371419
1150
我們將牆面漆成白色。」
06:25
We'll paint the walls white."
112
373490
1595
06:27
(Laughter)
113
375109
1150
（笑聲）
06:28
Honest to God,
that was the only idea I had.
that was the only idea I had.
114
376657
2238
老實說，除此我還
真的沒別的主意了。
真的沒別的主意了。
06:30
(Laughter)
115
378919
1634
（笑聲）
06:34
But we painted those walls that summer.
116
382133
2692
但那個夏天我們把牆都漆好了。
06:39
I sometimes wonder
117
387318
2372
我有時會想，
06:41
what they would have said
to me if I told them,
to me if I told them,
118
389714
3374
如果我這麼說，他們會作何反應：
06:45
"See these walls we're painting?
119
393112
2200
「看到我們漆的這些牆沒？
06:47
In two years,
120
395938
1754
在兩年內，
我們將在此推出一種優酪，
06:49
we're going to launch a yogurt here
121
397716
1749
06:51
that Americans have never seen
and never tasted before.
and never tasted before.
122
399489
2869
是美國人從來沒見過也沒吃過的。
06:54
It will be delicious, it will be natural.
123
402382
2151
不但美味而且全天然。
06:56
And we're going to call it 'Chobani' --
it means 'shepherd' in Turkish."
it means 'shepherd' in Turkish."
124
404557
3563
我們要稱它為 Chobani
——土耳其語的「牧羊人」。
——土耳其語的「牧羊人」。
07:02
And if I said,
125
410446
1150
如果我說：
07:04
"We are going to hire
all of the 55 employees back,
all of the 55 employees back,
126
412446
3579
「我們會將所有 55 名員工，
或大多數人請回來。
07:08
or most of them back.
127
416049
1182
07:09
And then 100 more after,
and then 100 more after,
and then 100 more after,
128
417255
2339
之後又僱用 100 人，
再僱用 100 人，
再僱用 100 人，
07:11
and then 1,000 more after that."
129
419618
1603
然後又再僱用 1000 人。」
07:13
But if I told them,
"You see that town over there?
"You see that town over there?
130
421245
2769
但如果我告訴他們：
「看到那個小鎮嗎？
「看到那個小鎮嗎？
07:16
Every person we hire,
10 more local jobs will be created.
10 more local jobs will be created.
131
424038
3619
我們每僱用一個人，會
創造 10 個當地就業機會。
創造 10 個當地就業機會。
07:19
The town will come back to life,
the trucks will be all over the roads.
the trucks will be all over the roads.
132
427681
3515
該鎮將起死回生，
路上也會跑滿了卡車。
路上也會跑滿了卡車。
07:23
And the first money we make,
133
431220
1532
而我們賺的第一筆錢，
07:24
we're going to build one of the best
Little League baseball fields
Little League baseball fields
134
432776
3663
要拿來為我們的孩子建造
最好的少棒球場。
07:28
for our children.
135
436463
1200
07:30
And five years after that,
136
438323
1735
五年之後，
07:32
we're going to be the number one
Greek yogurt brand in the country."
Greek yogurt brand in the country."
137
440082
3311
我們將成為全國第一的
希臘優酪品牌。」
希臘優酪品牌。」
07:36
Would they have believed me?
138
444096
1364
他們會相信我嗎？
07:38
Of course not.
139
446556
1150
當然不會。
07:41
But that's exactly what happened.
140
449104
2005
但那確實在其後成真了。
07:43
(Applause)
141
451673
5950
（掌聲）
07:50
In painting those walls,
142
458085
2880
在漆牆的過程中，
07:52
we got to know each other.
143
460989
1466
我們增進了彼此的認識。
07:55
We believed in each other.
144
463442
1438
我們互相信任。
07:57
And we figured it out together.
145
465633
1760
我們一起籌畫出策略。
08:03
Five years, me and all my colleagues,
we never left the factory.
we never left the factory.
146
471353
4533
有五年，我和所有的同事，
我們從來沒離開工廠。
我們從來沒離開工廠。
08:08
We worked day and night,
through the holidays,
through the holidays,
147
476909
3843
我們夜以繼日，過節也沒停下，
08:12
to fix that plant.
148
480776
1412
將工廠整修完成。
08:15
The best part of Chobani for me is this:
149
483601
2800
對我來說 Chobani 最好的部分是：
08:18
the same exact people
who were given up on
who were given up on
150
486958
3548
當年那群被拋棄了的人
08:22
were the ones who built it back
100 times better than before.
100 times better than before.
151
490530
4327
正是將它重建得比以前
好 100 倍的人。
好 100 倍的人。
08:28
And they all have a financial stake
in the company today.
in the company today.
152
496389
3437
他們今天也都有公司股權。
08:32
(Applause)
153
500579
5214
（掌聲）
08:38
And all this time, I kept wondering --
154
506491
2398
而我一直在想——
08:40
you see, I'm not a businessman,
I don't come from that tradition --
I don't come from that tradition --
155
508913
3237
我不是生意人，沒有企業界傳統——
08:44
I just kept wondering:
What is this all about?
What is this all about?
156
512174
3580
我一直在想：這一切的
目的究竟是什麼呢？
目的究竟是什麼呢？
08:49
Corporate America says it's about profits.
157
517287
2911
美國大公司說：這攸關利潤。
08:52
Mainstream business says it's about money.
158
520222
2358
主流企業說：這是錢的問題。
08:54
The CEO playbook says
it's about shareholders.
it's about shareholders.
159
522604
2886
CEO 的手冊說：這是為了股東。
08:57
And so much is sacrificed for it --
it's factories, communities, jobs.
it's factories, communities, jobs.
160
525514
4722
為了它可以犧牲的太多了——
包括工廠、社區、工作等。
包括工廠、社區、工作等。
09:03
But not by CEOs.
161
531093
1587
但 CEO 們不必做犧牲。
09:05
CEOs have their employees suffer for them.
162
533956
2402
CEO 們有員工代他們受罪。
09:09
But yet, the CEOs's pay
goes up and up and up.
goes up and up and up.
163
537011
3541
CEO 們的薪酬一再上升上升上升。
09:12
And so many people are left behind.
164
540979
2494
而有太多人被拋在後頭。
09:17
I'm here to tell you:
165
545227
1951
我在這裡要告訴大家：
09:19
no more.
166
547202
1162
不能再這樣了。
09:20
It's not right, it's never been right.
167
548830
2722
這是不對的，這一直都是不對的。
09:24
It's time to admit
168
552648
2123
現在應該承認
09:26
that the playbook that guided businesses
and CEOs for the last 40 years
and CEOs for the last 40 years
169
554795
4226
過去 40 年來企業
和 CEO 們遵循的手冊
和 CEO 們遵循的手冊
09:31
is broken.
170
559045
1150
是不對的。
09:32
(Applause)
171
560625
4378
（掌聲）
09:37
It tells you everything about business
172
565027
2936
它告訴你有關業務的一切
09:39
except how to be a noble leader.
173
567987
3117
但沒告訴你如何成為
一個高尚的領導者。
一個高尚的領導者。
09:44
We need a new playbook.
174
572757
2234
我們需要新手冊。
09:47
We need a new playbook
that sees people again.
that sees people again.
175
575015
2582
我們需要會考慮到人的新手冊。
09:50
That sees above and beyond profits.
176
578950
3719
它要能看到利潤之外之上的因素。
09:55
In the movies, they have a name
for people who take a different path
for people who take a different path
177
583540
5039
電影裡有那些不依循傳統路子
10:00
to do things right.
178
588603
2000
做正確事情的人。
10:02
They call them "antiheroes."
179
590627
1818
他們被稱為「反英雄」。
10:04
I think we need the same idea in business.
180
592966
2810
我認為在企業經營上
我們需要同樣的想法。
我們需要同樣的想法。
10:07
We need anti-CEOs,
and we need an anti-CEO playbook.
and we need an anti-CEO playbook.
181
595800
3579
我們需要反 CEO，
也需要反 CEO 手冊。
也需要反 CEO 手冊。
10:11
So let me tell you about
what this anti-CEO playbook is all about.
what this anti-CEO playbook is all about.
182
599403
3826
讓我來告訴你
反 CEO 手冊是怎麼一回事。
反 CEO 手冊是怎麼一回事。
10:16
An anti-CEO playbook is about gratitude.
183
604712
2690
反 CEO 手冊是關於感恩。
10:20
Today's business book says:
184
608541
1952
今日的企管書上說：
10:22
business exists to maximize profit
for the shareholders.
for the shareholders.
185
610517
3626
企業存在是為了
幫股東賺最大的利潤。
幫股東賺最大的利潤。
10:27
I think that's the dumbest idea
I've ever heard in my life.
I've ever heard in my life.
186
615929
2779
我認為那是我這輩子
所聽過最愚蠢的想法。
所聽過最愚蠢的想法。
10:30
(Laughter)
187
618732
1005
（笑聲）
10:31
In reality, business should take care
of their employees first.
of their employees first.
188
619761
4467
在現實中，企業應該先
照顧好自己的員工。
照顧好自己的員工。
10:36
(Applause)
189
624752
5195
（掌聲）
10:41
You know, a few years ago,
190
629971
1261
幾年前，
10:43
when we announced that we are giving
shares to all our 2,000 employees,
shares to all our 2,000 employees,
191
631256
4342
當我們宣布發股票給
所有 2,000 名員工，
所有 2,000 名員工，
10:47
some people said it's PR,
some said it's a gift.
some said it's a gift.
192
635622
4584
有些人說這是公關技倆，
也有人說這是個禮物。
也有人說這是個禮物。
10:52
I said, it's not a gift.
193
640230
1600
我說，這不是禮物。
10:55
I watched it, I've been part of it.
194
643341
2531
我看著，也參與過它的執行。
10:57
They earned it with their talent
and with their hard work,
and with their hard work,
195
645896
2727
這是他們用自己的才華
與辛勤工作賺來的，
與辛勤工作賺來的，
11:00
and I don't see any other way.
196
648637
1582
我所見的就是這樣。
11:03
The new way of business --
197
651315
1992
企業的新途徑——
11:05
it's your employees
you take care of first.
you take care of first.
198
653331
2451
首先顧到你的員工，
11:08
Not the profits.
199
656692
1301
而不是利潤。
11:12
The new anti-CEO playbook
is about community.
is about community.
200
660144
3772
新的反 CEO 手冊著眼於社區。
11:17
Today, the businesses that have it all
201
665359
2926
如今，擁有一切的企業，
11:20
ask communities, "What kind of tax breaks
and incentives can you give me?"
and incentives can you give me?"
202
668309
4287
只會問社區：「你可以給我
什麼樣的稅收優惠和獎勵？」
什麼樣的稅收優惠和獎勵？」
11:26
The reality is, businesses should go
to the struggling communities
to the struggling communities
203
674132
4493
而現實是，企業應該要
走入有需要的社區
走入有需要的社區
11:30
and ask, "How can I help you?"
204
678649
2166
並問：「我怎樣可以幫你？」
11:34
(Applause)
205
682176
3762
（掌聲）
11:37
When we wanted to build
our second yogurt plant,
our second yogurt plant,
206
685962
2999
當我們要蓋第二座優酪工廠時，
11:40
Idaho was on nobody's radar screen.
207
688985
2334
沒人會考慮愛達荷州。
11:43
It was too rural, too far away,
didn't have much incentives.
didn't have much incentives.
208
691784
3782
因為它太鄉下，距離太遠，
又沒提供多少優惠獎勵。
又沒提供多少優惠獎勵。
於是，我去了那裡。
11:47
So I went there.
209
695974
1150
11:50
I met with the local people,
I met with the farmers.
I met with the farmers.
210
698014
3425
我和當地人碰面，也會見了農民。
11:53
We shook hands, we broke bread.
211
701463
2261
我們握手，一起用餐。
11:55
I said, "I want to build it right here."
212
703748
2700
我說：「我要蓋在這裡。」
11:58
I don't need to see financial studies.
213
706472
2041
我不需要看到財務研究報告。
12:01
And the result --
214
709732
1329
而結果是——
12:05
its community is thriving.
215
713236
1944
那個社區正在蓬勃發展。
12:07
There's new schools that open every year.
216
715204
2056
每年都有新學校成立。
每年都有新的食品公司開張。
12:10
New food companies
are coming up every year.
are coming up every year.
217
718101
2809
12:14
And they told me,
218
722053
1151
當時他們告訴我：
12:15
"You're not going to find
any trained workers here."
any trained workers here."
219
723228
2452
「在這裡你找不到有經驗的工人。」
12:17
I said, "It's OK, we'll teach them."
220
725704
1913
我說：「沒關係，我們會教他們。」
12:19
We partnered with
the local community college,
the local community college,
221
727641
2373
我們與當地社區學院合作，
12:22
and while we were building the plant,
222
730919
1794
還在興建廠房的時候，
12:24
we trained hundreds of hundreds of people
for advanced manufacturing.
for advanced manufacturing.
223
732737
3610
培養了數百人的先進製造技術。
12:28
And today, our factory is one
of the largest yogurt plants in the world.
of the largest yogurt plants in the world.
224
736371
4486
今日我們的工廠是世界上
最大的優酪工廠之一。
最大的優酪工廠之一。
12:33
(Applause)
225
741540
2912
（掌聲）
12:36
The new way of business --
226
744476
1695
企業的新途徑——
12:39
communities.
227
747148
1343
社區。
12:40
Go search for communities
that you can be part of.
that you can be part of.
228
748515
2768
去找你可以成為其中一分子的社區。
12:43
Ask for permission.
229
751307
1397
請求許可。
12:45
And be with them, open the walls
and succeed together.
and succeed together.
230
753338
4461
與他們一起，拆除藩籬，
共享成功。
12:52
The anti-CEO playbook
is about responsibility.
is about responsibility.
231
760985
3341
反 CEO 手冊是關於「責任」。
12:57
Today's playbook says, the businesses
should stay out of politics.
should stay out of politics.
232
765033
3595
今天的手冊說企業不要涉入政治。
13:00
The reality is
233
768652
1246
而現實情況是
13:01
businesses, as citizens, must take a side.
234
769922
3161
企業，作為公民，必須選邊站。
13:06
When we were growing in New York
and looking for more people to hire,
and looking for more people to hire,
235
774728
4149
當我們在紐約擴展，
需要聘用更多員工的時候，
需要聘用更多員工的時候，
13:10
I remembered that in Utica, an hour away,
236
778901
4992
我記得在一個小時
路程之遙的 Utica，
路程之遙的 Utica，
13:15
there were refugees
from Southeast Asia and Africa,
from Southeast Asia and Africa,
237
783917
3769
有來自東南亞及非洲的難民，
13:19
who were looking for a place to work.
238
787710
2042
他們正在找地方工作。
13:23
"They don't speak English,"
someone told me.
someone told me.
239
791518
2072
有人告訴我：「他們不會說英語。」
13:25
I said, "I don't really, either.
Let's get translators."
Let's get translators."
240
793614
2670
我說：「其實我也不會。
我們找人翻譯吧。」
我們找人翻譯吧。」
13:28
(Laughter)
241
796308
2511
（笑聲）
13:31
"They don't have transportation."
242
799327
1663
「他們沒交通工具。」
13:33
I said, "Let's get buses,
it's not a rocket science."
it's not a rocket science."
243
801014
2602
我說：「我們準備巴士。這不難。」
13:36
Today,
244
804506
1150
今天，
13:39
in one of America's rural areas,
245
807339
2857
在美國一個農村地區，
13:42
30 percent of the Chobani workforce
are immigrants and refugees.
are immigrants and refugees.
246
810220
3315
Chobani 的員工有
30％ 是移民和難民。
30％ 是移民和難民。
13:45
(Applause) (Cheers)
247
813559
5760
（鼓掌）（歡呼）
13:51
And it changed us for better.
248
819343
1733
它讓我們變得更好。
13:55
The new way of business --
249
823188
1976
企業的新途徑——
13:57
it's business, not government,
in the best position to make a change
in the best position to make a change
250
825188
4334
當今是企業，而不是政府，
最能改變這個世界：
14:01
in today's world:
251
829546
1166
14:02
in gun violence, in climate change,
252
830736
3254
在槍支暴力，在氣候變化，
14:06
in income inequality,
in refugees, in race.
in refugees, in race.
253
834014
3703
在收入不平等、
難民與種族問題等方面。
難民與種族問題等方面。
14:09
It's business that must take a side.
254
837741
2161
企業必須要採取立場。
14:12
(Applause)
255
840653
3937
（掌聲）
14:16
And lastly, an anti-CEO playbook
is about accountability.
is about accountability.
256
844614
5487
最後，反 CEO 手冊是關於問責。
14:23
Today's playbook says, the CEO reports
to the corporate boards.
to the corporate boards.
257
851546
3944
今天的手冊裡，
CEO 向公司董事會負責。
CEO 向公司董事會負責。
14:28
In my opinion, CEO reports to consumer.
258
856181
3502
依我之見，CEO 應該向消費者負責。
14:32
In the first few years of Chobani,
259
860401
1779
在 Chobani 的頭幾年，
14:34
the 1-800 number on the cup
was my personal number.
was my personal number.
260
862204
3480
優酪杯上的客服
電話是我的個人號碼。
電話是我的個人號碼。
（笑聲）
14:38
(Laughter)
261
866052
1024
14:39
When somebody called and wrote,
I responded personally.
I responded personally.
262
867100
3525
每當有人打電話或寫信來，
我都親自回應。
我都親自回應。
14:42
Sometimes I made changes
based on what I heard,
based on what I heard,
263
870649
3200
我有時候會基於那些意見而做改變，
14:47
because consumer is in power.
264
875427
2388
因為消費者握有權力。
14:50
That's the reason the business exists.
265
878795
2533
那是企業存在的理由。
14:55
It's you -- every single one of you
is in power to make changes today.
is in power to make changes today.
266
883350
5317
就是你們——今天你們
每一位都有做改變的權力。
每一位都有做改變的權力。
15:01
If you don't like the brand
and the companies,
and the companies,
267
889165
2158
如果你不喜歡某品牌和企業，
15:03
what they are doing with their business,
268
891347
1960
如果你不喜歡他們經營方式，
15:05
you can throw them into the garbage can.
269
893331
1952
你可以把他們扔進垃圾筒。
15:07
And if you see the ones
that are doing it right,
that are doing it right,
270
895307
2254
如果你看到做得正確的，
你可以獎勵他們。
15:09
you can reward them.
271
897575
1333
15:12
In the end, this is all
in our responsibility.
in our responsibility.
272
900083
3527
最終，這一切都是我們的責任。
15:15
The new way of business --
273
903956
1309
企業的新途徑——
15:17
it's the consumer we report to,
not to the corporate boards.
not to the corporate boards.
274
905289
3087
它向消費者，而不是
向公司董事會負責。
向公司董事會負責。
15:21
You see,
275
909019
1279
你看，
15:23
if you are right with your people,
276
911160
3169
如果你善待你的員工，
15:27
if you are right with your community,
277
915276
2683
如果你善待你的社區，
15:29
if you are right with your product,
278
917983
2627
如果你善待你的產品，
15:32
you will be more profitable,
279
920634
2309
你的利潤會增加，
15:34
you will be more innovative,
280
922967
2032
你會有更多的創新，
15:37
you will have more passionate
people working for you
people working for you
281
925023
2508
你會有更多充滿激情的人為你工作，
15:39
and a community that supports you.
282
927555
1982
並有整個社區支持你。
15:41
And that's what the anti-CEO
playbook is all about.
playbook is all about.
283
929561
3082
這就是反 CEO 手冊的內容。
15:47
The treasure that I found
in that factory --
in that factory --
284
935355
3944
我在那家工廠發現的寶藏——
15:55
dignity of work,
285
943220
2308
工作的尊嚴，
性格的力量，
15:57
strength of character,
286
945552
1900
15:59
human spirit --
287
947476
1306
人類的精神——
我們需要將這些散播到全世界。
16:01
is what we need to unleash
all across the world.
all across the world.
288
949212
2883
16:07
Brothers and sisters,
289
955088
1485
各位兄弟姐妹們，
16:09
there are people and places
all around the world
all around the world
290
957874
4905
世界上到處有被忽略、被遺忘的
人群和地方。
16:16
left out and left behind.
291
964232
1810
16:19
But their spirit is still strong.
292
967193
2532
但他們的精神依然強勁。
16:24
They just want another chance,
293
972490
1930
他們只是想要另一個機會，
16:26
they want someone
to give them a chance again,
to give them a chance again,
294
974444
3427
他們要有人再給他們一個機會，
16:29
not to just build it back,
but build it better than before.
but build it better than before.
295
977895
3757
不只是要重建，
而是要構建得比以前更好。
而是要構建得比以前更好。
16:34
And this is the difference
between return on investment
between return on investment
296
982520
4818
這是投資回報率
和善意回報率之間的差異。
16:39
and return on kindness.
297
987362
1539
16:42
This is the difference between profit
298
990717
4048
這是利潤和真正財富之間的區別。
16:46
and true wealth.
299
994789
1256
16:50
And if it can happen
300
998701
1436
如果它可以發生在
16:53
in a small town
in upstate New York and Idaho,
in upstate New York and Idaho,
301
1001034
3488
紐約州北部和愛達荷州的小鎮，
16:56
it can happen in every city and town
and village across the world.
and village across the world.
302
1004546
4293
它也能發生在世界上每一個
城市、鄉鎮，和村里。
城市、鄉鎮，和村里。
17:02
This is not the time to build walls,
303
1010395
2428
現在不是建牆的時候，
17:04
this is a time to start
painting the walls.
painting the walls.
304
1012847
2905
而是開始粉刷牆壁的時候。
用什麼顏色，你們自己決定。
17:07
I leave the colors all up to you.
305
1015776
1825
17:09
Thank you so much.
306
1017625
1200
萬分感謝。
17:10
(Applause)
307
1018849
5135
（掌聲）
ABOUT THE SPEAKER
Hamdi Ulukaya - Yogurt maker, humanitarianHamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade.
Why you should listen
Hamdi Ulukaya was raised in a dairy-farming family in a small village in eastern Turkey. He launched Chobani in 2007 with the mission and vision of making better food more accessible. In less than five years, Chobani became the number-one-selling Greek yogurt brand in the US, with more than a billion dollars in annual sales.
An advocate of reducing income and wealth inequality nationwide, Ulukaya implemented innovative profit-sharing and paid parental leave programs for Chobani's 2,000 employees. He founded the Tent Partnership for Refugees to improve the lives of more than 25 million refugees around the globe. He also signed the Giving Pledge, committing the majority of his personal wealth to the cause.
Hamdi Ulukaya | Speaker | TED.com