ABOUT THE SPEAKER
Michael Porter - Business strategist
Michael E. Porter wrote the books on modern competitive strategy for business. Now he is thinking deeply about the intersection between society and corporate interests.

Why you should listen

Fortune magazine calls Michael Porter simply "the most famous and influential business professor who has ever lived." His books are part of foundational coursework for business students around the world; he's applied sharp insight to health care systems, American competitiveness, development in rural areas. Now he's taking on a massive question: the perceived disconnect between corporations and society. He argues that companies must begin to take the lead in reconceiving the intersection between society and corporate interests -- and he suggests a framework, that of "shared value," which involves creating economic value in a way that also creates value for society.
 
Porter is a University Professor at Harvard Business School, where he leads the Institute on Strategy and Competitiveness, studying competitiveness for companies and nations -- and as a solution to social problems. He is the founder of numerous nonprofits, including The Initiative for a Competitive Inner City, a nonprofit, private-sector organization to catalyze inner-city business development.

More profile about the speaker
Michael Porter | Speaker | TED.com
TEDGlobal 2013

Michael Porter: The case for letting business solve social problems

迈克尔·波特: 为什么商业有助于解决社会问题?

Filmed:
2,162,319 views

为什么在解决社会最严峻的问题时,我们乐于求助非盈利组织、民间机构和政府?迈克尔·波特承认,作为一个商学院教授,他有个人偏见。但他希望用他的例子告诉大家,可以试着让商业解决像气候转变和水资源获取等大型社会问题。为什么?因为商业解决问题时,它能获得利润——这就让解决方案生生不息。
- Business strategist
Michael E. Porter wrote the books on modern competitive strategy for business. Now he is thinking deeply about the intersection between society and corporate interests. Full bio

Double-click the English transcript below to play the video.

00:12
I think we're all aware知道的
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我想大家都意识到了
00:14
that the world世界 today今天 is full充分 of problems问题.
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当今世界问题重重
00:17
We've我们已经 been hearing听力 them
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今天,昨天,数十年来的每一天
00:19
today今天 and yesterday昨天 and every一切 day for decades几十年.
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我们都会听到这些问题
00:23
Serious严重 problems问题, big problems问题, pressing紧迫 problems问题.
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严重的问题,大问题,紧急的问题
00:27
Poor较差的 nutrition营养, access访问 to water,
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营养不良,水资源不足
00:30
climate气候 change更改, deforestation森林砍伐,
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气候变化,森林面积减少
00:33
lack缺乏 of skills技能, insecurity不安全, not enough足够 food餐饮,
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技术不足,不安全,食物短缺
00:37
not enough足够 healthcare卫生保健, pollution污染.
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医保不完善,环境污染
00:40
There's problem问题 after problem问题,
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问题层出不穷
00:41
and I think what really separates中隔离 this time
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而我认为真正使得当今世界
00:44
from any time I can remember记得 in my brief简要 time
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和我记忆中的任何片段有所不同的
00:48
on Earth地球 is the awareness意识 of these problems问题.
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是人们对于这些问题的关注
00:50
We're all very aware知道的.
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我们都非常重视这些问题。
00:53
Why are we having so much trouble麻烦
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为什么我们在处理这些问题时
00:55
dealing交易 with these problems问题?
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有这么多困难?
00:57
That's the question I've been struggling奋斗的 with,
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这是我一直在纠结的问题
01:00
coming未来 from my very different不同 perspective透视.
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(它们)来源于我有些与众不同的视角
01:04
I'm not a social社会 problem问题 guy.
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我不是那种解决社会问题的人
01:07
I'm a guy that works作品 with business商业,
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我跟商业打交道
01:10
helps帮助 business商业 make money.
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我帮企业赚钱
01:13
God forbid禁止.
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谢天谢地
01:16
So why are we having so many许多 problems问题
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那么,为什么解决社会问题
01:19
with these social社会 problems问题,
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是这么困难
01:23
and really is there any role角色 for business商业,
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商业会是解决方案之一吗?
01:25
and if so, what is that role角色?
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如果是的,它将扮演怎样的角色?
01:28
I think that in order订购 to address地址 that question,
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我想,为了解决这个问题
01:31
we have to step back and think about
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我们要先退一步想想
01:35
how we've我们已经 understood了解 and pondered沉吟
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我们是如何理解和考虑
01:39
both the problems问题 and the solutions解决方案
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我们面临的种种社会难题
01:41
to these great social社会 challenges挑战 that we face面对.
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以及对应的解决方案
01:45
Now, I think many许多 have seen看到 business商业
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现在,我想许多人会把商业
01:48
as the problem问题, or at least最小 one of the problems问题,
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看作一个问题,或者至少是我们面临的
01:50
in many许多 of the social社会 challenges挑战 we face面对.
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众多社会问题之一
01:53
You know, think of the fast快速 food餐饮 industry行业,
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想想快餐业
01:55
the drug药物 industry行业, the banking银行业 industry行业.
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医药业,银行业
01:57
You know, this is a low point
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人们对于商业的尊重
01:59
in the respect尊重 for business商业.
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处于历史最低点
02:02
Business商业 is not seen看到 as the solution.
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大家不认为商业是解决问题的办法
02:03
It's seen看到 as the problem问题 now, for most people.
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对于大多数人来说,商业本身就是个问题
02:07
And rightly正当地 so, in many许多 cases.
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事实上很多情况下,也的确如此
02:09
There's a lot of bad actors演员 out there
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社会上有很多坏榜样
02:11
that have doneDONE the wrong错误 thing,
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他们做了错事
02:14
that actually其实 have made制作 the problem问题 worse更差.
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让问题变得更糟糕
02:15
So this perspective透视 is perhaps也许 justified有理.
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所以这种观点也许是正当的。
02:19
How have we tended往往 to see the solutions解决方案
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我们倾向于如何看待
02:22
to these social社会 problems问题,
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这众多社会问题
02:24
these many许多 issues问题 that we face面对 in society社会?
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的解决方法呢?
02:27
Well, we've我们已经 tended往往 to see the solutions解决方案
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我们认为解决这些问题需要
02:29
in terms条款 of NGOs非政府组织,
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依靠NGO(非盈利政府组织)
02:31
in terms条款 of government政府,
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依靠政府
02:33
in terms条款 of philanthropy慈善事业.
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或是慈善业
02:35
Indeed确实, the kind of unique独特 organizational组织 entity实体
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的确,这个时代特有的组织形式
02:37
of this age年龄 is this tremendous巨大 rise上升 of NGOs非政府组织
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就是NGO和各种社会组织
02:42
and social社会 organizations组织.
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的飞速崛起
02:45
This is a unique独特, new organizational组织 form形成
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这是一个独特的、全新的组织形式
02:47
that we've我们已经 seen看到 grown长大的 up.
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而我们看着它一点一滴地发展起来
02:49
Enormous巨大 innovation革新, enormous巨大 energy能源,
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大量的创新,巨大的能量
02:52
enormous巨大 talent天赋 now has been mobilized动员
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令人惊叹的天赋,现在都通过
02:55
through通过 this structure结构体
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这种结构调动起来
02:57
to try to deal合同 with all of these challenges挑战.
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用来试着解决各种挑战。
03:02
And many许多 of us here are deeply involved参与 in that.
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而且在座很多人都深入地参与其中
03:06
I'm a business商业 school学校 professor教授,
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我是一个商学院教授
03:08
but I've actually其实 founded成立, I think, now, four nonprofits非营利组织.
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但是我目前已经成立了四个非营利组织
03:12
Whenever每当 I got interested有兴趣 and became成为 aware知道的
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每当我对一个问题产生了兴趣,或是意识到
03:14
of a societal社会的 problem问题, that was what I did,
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哪个社会问题的存在,我就会成立一个
03:17
form形成 a nonprofit非营利性.
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非盈利组织
03:19
That was the way we've我们已经 thought about how to deal合同
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这是我想到的
03:22
with these issues问题.
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处理这些问题的方法
03:23
Even a business商业 school学校 professor教授 has thought about it that way.
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就连商学院教授都考虑过这个方法。
03:28
But I think at this moment时刻,
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但是当前
03:30
we've我们已经 been at this for quite相当 a while.
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我们停留在这个阶段有很长时间了。
03:33
We've我们已经 been aware知道的 of these problems问题 for decades几十年.
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数十年前我们就意识到了这些问题的存在。
03:35
We have decades几十年 of experience经验
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我们花费了数十年
03:37
with our NGOs非政府组织 and with our government政府 entities实体,
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从NGO以及政府部门中获取经验
03:42
and there's an awkward尴尬 reality现实.
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可是事实结果却令人尴尬
03:43
The awkward尴尬 reality现实 is we're not making制造
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尴尬的现实是我们没有取得
03:45
fast快速 enough足够 progress进展.
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足够快的进展。
03:48
We're not winning胜利.
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我们并没有胜利。
03:51
These problems问题 still seem似乎 very daunting艰巨
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这些问题还是显得十分艰巨
03:53
and very intractable棘手,
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并且很难对付
03:54
and any solutions解决方案 we're achieving实现
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我们实现的解决方法
03:57
are small solutions解决方案.
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还是很微小的解决方法。
03:59
We're making制造 incremental增加的 progress进展.
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我们的进展仍然停留在量变阶段。
04:02
What's the fundamental基本的 problem问题 we have
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要解决这些社会问题
04:05
in dealing交易 with these social社会 problems问题?
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最根本的问题是什么?
04:08
If we cut all the complexity复杂 away,
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如果去掉各种细枝末节
04:12
we have the problem问题 of scale规模.
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我们需要解决规模化的问题。
04:16
We can't scale规模.
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我们无法将方案规模化。
04:19
We can make progress进展. We can show显示 benefits好处.
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我们可以取得进展
我们可以展示效益
04:22
We can show显示 results结果. We can make things better.
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我们可以展出成果
我们可以让情况变得更好
04:25
We're helping帮助. We're doing better. We're doing good.
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我们正在努力
我们正在进步
我们做得很好
04:29
We can't scale规模.
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但是我们无法规模化。
04:32
We can't make a large-scale大规模 impact碰撞 on these problems问题.
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我们无法对这些问题施加宏观的影响
04:37
Why is that?
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这是为什么?
04:38
Because we don't have the resources资源.
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因为我们没有资源
04:42
And that's really clear明确 now.
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这一点现在非常明显
04:44
And that's clearer更清晰 now than it's been for decades几十年.
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数十年来这一点变得越来越明显
04:47
There's simply只是 not enough足够 money
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利用现有的模式
04:50
to deal合同 with any of these problems问题 at scale规模
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我们没有足够的资金
04:54
using运用 the current当前 model模型.
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来大规模处理这些问题
04:56
There's not enough足够 tax revenue收入,
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我们没有足够的税收
04:59
there's not enough足够 philanthropic慈善 donations捐款,
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也没有足够的慈善捐款
05:03
to deal合同 with these problems问题 the way we're dealing交易 with them now.
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来用现在的方式解决这些问题
05:06
We've我们已经 got to confront面对 that reality现实.
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我们必须面对这个现实
05:11
And the scarcity缺乏 of resources资源
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而用于解决社会问题的资源的匮乏
05:14
for dealing交易 with these problems问题 is only growing生长,
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只会进一步恶化
05:18
certainly当然 in the advanced高级 world世界 today今天,
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特别是在现代社会
05:21
with all the fiscal problems问题 we face面对.
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在我们面临各种财政问题时。
05:26
So if it's fundamentally从根本上 a resource资源 problem问题,
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所以说,如果这根本上是资源问题,
05:30
where are the resources资源 in society社会?
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那社会上的资源都在哪儿呢?
05:34
How are those resources资源 really created创建,
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这些需要用于
05:36
the resources资源 we're going to need to deal合同
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解决社会问题的资源
05:38
with all these societal社会的 challenges挑战?
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都是如何产生的?
05:42
Well there, I think the answer回答 is very clear明确:
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看到这里,我相信答案已经非常明显了:
05:45
They're in business商业.
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资源来自商业
05:49
All wealth财富 is actually其实 created创建 by business商业.
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一切财富实际上都由商业创造
05:54
Business商业 creates创建 wealth财富
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当满足需求产生利润时
05:57
when it meets符合 needs需求 at a profit利润.
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商业就创造财富
06:02
That's how all wealth财富 is created创建.
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所有财富就这样被创造出来
06:04
It's meeting会议 needs需求 at a profit利润
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商业解决需求问题并获得利润
06:07
that leads引线 to taxes
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进而有了税收
06:09
and that leads引线 to incomes收入
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有了收入
06:11
and that leads引线 to charitable慈善 donations捐款.
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最后有了慈善捐款
06:13
That's where all the resources资源 come from.
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资源就是这样产生的
06:16
Only business商业 can actually其实 create创建 resources资源.
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只有商业可以真正创造资源
06:19
Other institutions机构 can utilize利用 them
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其他的行业可以利用它们
06:21
to do important重要 work,
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做各种重要的事
06:22
but only business商业 can create创建 them.
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但是只有商业才能创造资源和财富
06:25
And business商业 creates创建 them
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而当商业解决需求可以获利时
06:27
when it's able能够 to meet遇到 a need at a profit利润.
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商业就创造了资源。
06:35
The resources资源 are overwhelmingly压倒性
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绝大部分的资源
06:38
generated产生 by business商业.
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都是由商业所产生的。
06:40
The question then is, how do we tap龙头 into this?
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接下来的问题在于,我们如何利用这一点?
06:45
How do we tap龙头 into this?
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我们应该如何利用这一点呢?
06:48
Business商业 generates生成 those resources资源
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商业生产了那些资源
06:50
when it makes品牌 a profit利润.
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在有利可图的时候。
06:55
That profit利润 is that small difference区别
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这些利润就是
06:58
between之间 the price价钱 and the cost成本 it takes to produce生产
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价格和生产成本之差
07:03
whatever随你 solution business商业 has created创建
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无论商家为解决何种问题
07:06
to whatever随你 problem问题 they're trying to solve解决.
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创造了怎样的解决方案。
07:09
But that profit利润 is the magic魔法.
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然而这种利润很神奇。
07:16
Why? Because that profit利润 allows允许 whatever随你 solution
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为什么?因为这些利润使得
07:20
we've我们已经 created创建
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无论我们想到何种解决方法
07:23
to be infinitely无限地 scalable可扩展性.
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都变得可以无限扩展。
07:27
Because if we can make a profit利润,
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因为如果我们可以获得利润,
07:29
we can do it for 10, 100, a million百万,
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我们就可以让它变成10,100,一百万,
07:33
100 million百万, a billion十亿.
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一亿,甚至十亿。
07:36
The solution becomes self-sustaining自持.
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解决方案可以自我维持下去
07:41
That's what business商业 does
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这就是商业所产生的效果
07:44
when it makes品牌 a profit利润.
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当有利可图时。
07:47
Now what does this all have to do
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那么,所有这些和社会问题
07:50
with social社会 problems问题?
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有什么关系呢?
07:53
Well, one line线 of thinking思维 is, let's take this profit利润
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其中一个想法是,让我们把利润
07:56
and redeploy重新部署 it into social社会 problems问题.
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投入到社会问题的处理中去
08:01
Business商业 should give more.
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商业应该贡献更多
08:03
Business商业 should be more responsible主管.
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商业应该负起更多责任
08:04
And that's been the path路径 that we've我们已经 been on
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我们在商场中一直
08:07
in business商业.
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遵循这一路径
08:09
But again, this path路径 that we've我们已经 been on
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但同时,我们所遵循的路径
08:11
is not getting得到 us where we need to go.
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并没有带领我们到达我们要去的地方。
08:15
Now, I started开始 out as a strategy战略 professor教授,
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我开始(工作)时是一个战略学教授,
08:19
and I'm still a strategy战略 professor教授.
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我现在仍然是一个战略学教授。
08:20
I'm proud骄傲 of that.
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我以此为傲。
08:21
But I've also, over the years年份,
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但历经那么多年
08:23
worked工作 more and more on social社会 issues问题.
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我也处理过越来越多的社会问题
08:26
I've worked工作 on healthcare卫生保健, the environment环境,
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我曾经从事过医疗保健方面,环境方面
08:29
economic经济 development发展, reducing减少 poverty贫穷,
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经济发展方面,减少贫困方面的工作
08:32
and as I worked工作 more and more in the social社会 field领域,
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当我越来越投身于社会领域
08:37
I started开始 seeing眼看 something
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我开始意识到,一些事情
08:38
that had a profound深刻 impact碰撞 on me
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在某些方面,对我的整个人生
08:42
and my whole整个 life, in a way.
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产生了深远的影响
08:45
The conventional常规 wisdom智慧 in economics经济学
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一直以来,经济学的传统理论
08:49
and the view视图 in business商业 has historically历史 been
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和商界观点都认为
08:53
that actually其实, there's a tradeoff交易
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事实上,社会福利和经济效益之间
08:57
between之间 social社会 performance性能 and economic经济 performance性能.
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存在着权衡取舍关系
09:02
The conventional常规 wisdom智慧 has been
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传统观点认为
09:03
that business商业 actually其实 makes品牌 a profit利润
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企业实际上通过引起社会问题
09:06
by causing造成 a social社会 problem问题.
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而获取利润
09:08
The classic经典 example is pollution污染.
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最经典的例子是环境污染
09:10
If business商业 pollutes污染, it makes品牌 more money
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如果企业自由排污,相对于想办法减排
09:13
than if it tried试着 to reduce减少 that pollution污染.
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能赚到更多钱
09:18
Reducing减少 pollution污染 is expensive昂贵,
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减排很昂贵
09:20
therefore因此 businesses企业 don't want to do it.
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因此企业不会愿意减排
09:25
It's profitable有利可图 to have an unsafe不安全 working加工 environment环境.
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不安全的工作环境,能带来利润
09:28
It's too expensive昂贵 to have a safe安全 working加工 environment环境,
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而创造安全的工作环境,则太贵了
09:31
therefore因此 business商业 makes品牌 more money
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因此如果企业选择不安全的工作环境
09:32
if they don't have a safe安全 working加工 environment环境.
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就能赚到更多的钱
09:34
That's been the conventional常规 wisdom智慧.
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这就是传统观点
09:38
A lot of companies公司 have fallen堕落 into that conventional常规 wisdom智慧.
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很多公司信奉这种传统观点
09:40
They resisted抵制 environmental环境的 improvement起色.
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它们拒绝改善环境
09:43
They resisted抵制 workplace职场 improvement起色.
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拒绝对工作场所的升级
09:48
That thinking思维 has led to, I think,
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我想这些观点
09:52
much of the behavior行为
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导致了很多
09:53
that we have come to criticize批评 in business商业,
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我们所批判的商业行为
09:55
that I come to criticize批评 in business商业.
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也是我所批判的商业行为
09:58
But the more deeply I got into all these social社会 issues问题,
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不过随着我更加深入地研究
10:01
one after another另一个,
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一个又一个的社会问题
10:04
and actually其实, the more I tried试着 to address地址 them
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事实上,我越想解决由我个人
10:07
myself, personally亲自, in a few少数 cases,
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来解决它们,在个别的情况下,
10:09
through通过 nonprofits非营利组织 that I was involved参与 with,
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通过我所在的非营利组织,
10:12
the more I found发现 actually其实 that the reality现实
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我越发觉得,现实是
10:15
is the opposite对面.
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截然相反的
10:17
Business商业 does not profit利润
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企业并不通过
10:18
from causing造成 social社会 problems问题,
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造成社会问题而获利
10:20
actually其实 not in any fundamental基本的 sense.
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实际上这根本就不对
10:24
That's a very simplistic简单化 view视图.
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这是一个被过于简化的观点
10:27
The deeper更深 we get into these issues问题,
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我们越深刻地研究问题
10:29
the more we start开始 to understand理解
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就越开始明白
10:31
that actually其实 business商业 profits利润
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1901
事实上,企业通过
10:33
from solving from social社会 problems问题.
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解决社会问题而获利
10:35
That's where the real真实 profit利润 comes.
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这才是利润的来源。
10:38
Let's take pollution污染.
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还是说污染问题
10:40
We've我们已经 learned学到了 today今天 that actually其实
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我们知道当今世界
10:43
reducing减少 pollution污染 and emissions排放
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减少污染和排放
10:45
is generating发电 profit利润.
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能够产生利润
10:49
It saves节省 money.
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减排可以省钱
10:51
It makes品牌 the business商业 more productive生产的 and efficient高效.
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能让企业更有效率,提高生产率
10:52
It doesn't waste浪费 resources资源.
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这样不会浪费资源
10:54
Having a safer更安全 working加工 environment环境 actually其实,
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更安全的工作环境
10:56
and avoiding避免 accidents事故,
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能避免事故
10:58
it makes品牌 the business商业 more profitable有利可图,
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让企业利润增加
10:59
because it's a sign标志 of good processes流程.
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因为(安全的工作环境)代表好的工作流程
11:02
Accidents事故 are expensive昂贵 and costly昂贵.
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事故是昂贵的,代价很高
11:07
Issue问题 by issue问题 by issue问题, we start开始 to learn学习
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一次次的事故之后,我们逐渐明白了
11:09
that actually其实 there's no trade-off交易
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实际上这种权衡关系并不存在于
11:12
between之间 social社会 progress进展
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社会进步和
11:16
and economic经济 efficiency效率
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经济效率之间
11:19
in any fundamental基本的 sense.
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从根本上来看。
11:21
Another另一个 issue问题 is health健康.
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另一个问题是健康问题
11:22
I mean, what we've我们已经 found发现 is actually其实
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我们发现,实际上
11:25
health健康 of employees雇员 is something
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企业应该重视
11:27
that business商业 should treasure宝藏,
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员工的健康状况
11:28
because that health健康 allows允许 those employees雇员
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因为健康的身体可以保证
11:30
to be more productive生产的 and come to work
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员工的工作效率
11:32
and not be absent缺席.
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和出勤率
11:34
The deeper更深 work, the new work, the new thinking思维
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深入的、新型的工作,
11:37
on the interface接口 between之间 business商业 and social社会 problems问题
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以及对商业和社会问题的全新交叉研究
11:42
is actually其实 showing展示 that there's a fundamental基本的,
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都论证了这两者在本质上
11:45
deep synergy协同效应,
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1919
是相辅相成的
11:46
particularly尤其 if you're not thinking思维 in the very short run.
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3928
尤其是,如果你考虑的不是短期效应
11:50
In the very short run, you can sometimes有时
241
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1838
在很短的时期内,有时候
11:52
fool傻子 yourself你自己 into thinking思维
242
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2101
你会觉得
11:54
that there's fundamentally从根本上 opposing反对 goals目标,
243
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2295
它们的目标互相对立
11:57
but in the long run, ultimately最终, we're learning学习
244
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然而长期看来,最终我们发现
11:59
in field领域 after field领域 that this is simply只是 not true真正.
245
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4196
在各类领域,这种对立观点并不正确
12:04
So how could we tap龙头 into
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3290
所以我们要怎样使用
12:07
the power功率 of business商业
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商业的力量
12:10
to address地址 the fundamental基本的 problems问题
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来解决我们面对的
12:12
that we face面对?
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这些根本问题呢?
12:14
Imagine想像 if we could do that, because if we could do it,
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设想我们可以做到,因为如果我们可以去做
12:17
we could scale规模.
251
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我们就能规模化
12:19
We could tap龙头 into this enormous巨大 resource资源 pool
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2409
我们可以利用商业丰富的资源库
12:21
and this organizational组织 capacity容量.
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和组织能力
12:24
And guess猜测 what? That's happening事件 now, finally最后,
254
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5490
你猜会怎样?终于,这些现在正在实现了,终于(实现了),
12:30
partly部分地 because of people like you
255
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4013
一部分是因为像各位这样的人们
12:34
who have raised上调 these issues问题 now
256
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1948
在这几十年来,年复一年
12:36
for year after year and decade after decade.
257
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3115
不断提出这些问题
12:39
We see organizations组织 like Dow道琼斯 Chemical化学
258
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2408
我们看到像陶氏这样的企业
12:41
leading领导 the revolution革命 away from trans反式 fat脂肪
259
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1918
发起了驱逐反式脂肪和饱和脂肪的改革
12:43
and saturated饱和的 fat脂肪 with innovative创新 new products制品.
260
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3132
开发了创新产品
12:46
This is an example of Jain耆那教 Irrigation灌溉.
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1953
这是一个Jain灌溉系统的例子
12:48
This is a company公司 that's brought drip irrigation灌溉 technology技术
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2551
这个公司将点滴灌溉
12:51
to thousands数千 and millions百万 of farmers农民,
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2669
推广到数以千万计的农户
12:53
reducing减少 substantially基本上 the use of water.
264
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3051
极大地减少了用水量
12:57
We see companies公司 like the Brazilian巴西人 forestry林业 company公司 FibriaFibria公司
265
765002
3321
我们发现一些公司,比如巴西林业企业Fibria
13:00
that's figured想通 out how to avoid避免
266
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1483
它设计出怎样
13:01
tearing撕裂 down old growth发展 forest森林
267
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1879
避免采伐原始森林
13:03
and using运用 eucalyptus桉树 and getting得到 much more yield产量
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2776
同时利用桉树的办法,并且提高了
13:06
per hectare公顷 of pulp纸浆
269
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1990
每公顷的纸浆产量
13:08
and making制造 much more paper than you could make
270
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1968
制造尽可能多的纸张
13:10
by cutting切割 down those old trees树木.
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用尽可能少的老树
13:12
You see companies公司 like Cisco思科 that are training训练
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你看到像Cisco这样的公司
13:15
so far four million百万 people in I.T. skills技能
273
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目前已经培训了四百万人
在I.T.技术方面
13:19
to actually其实, yes, be responsible主管,
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1943
目的当然是负责
13:21
but help expand扩大 the opportunity机会
275
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2431
但也同时以此扩展市场机会
13:23
to disseminate传播 I.T. technology技术
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传播I.T.技术
13:26
and grow增长 the whole整个 business商业.
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1302
完善商业领域
13:27
There's a fundamental基本的 opportunity机会 for business商业 today今天
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如今,企业有很大的机会
13:32
to impact碰撞 and address地址 these social社会 problems问题,
279
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4056
去影响和解决这些社会问题
13:36
and this opportunity机会
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这种机会
13:37
is the largest最大 business商业 opportunity机会
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是我们在市场上看到的
13:40
we see in business商业.
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最为巨大的商机。
13:44
And the question is, how can we get business商业
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2206
问题在于,我们如何改变商业思维
13:46
thinking思维 to adapt适应 this issue问题 of shared共享 value?
284
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让其适应“共享价值”的观念?
13:50
This is what I call shared共享 value:
285
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1809
我称之为共享价值(shared value):
13:51
addressing解决 a social社会 issue问题 with a business商业 model模型.
286
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3755
用商业模型解决社会问题
13:55
That's shared共享 value.
287
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1924
就是共享价值
13:57
Shared共享 value is capitalism资本主义,
288
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1829
共享价值是资本主义
13:59
but it's a higher更高 kind of capitalism资本主义.
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但是是更高层次的资本主义
14:01
It's capitalism资本主义 as it was ultimately最终 meant意味着 to be,
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3360
这种资本主义的终极目标是
14:05
meeting会议 important重要 needs需求,
291
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3413
解决重要需求
14:08
not incrementally增量 competing竞争 for
292
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2823
而不是不断地竞争在
14:11
trivial不重要的 differences分歧 in product产品 attributes属性
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产品的微观特性上
14:14
and market市场 share分享.
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1733
和市场份额中。
14:16
Shared共享 value is when we can create创建 social社会 value
295
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2219
共享价值就是,我们可以
14:18
and economic经济 value simultaneously同时.
296
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2603
同时创造社会和经济价值
14:21
It's finding发现 those opportunities机会
297
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2510
找寻这些机会
14:23
that will unleash发挥 the greatest最大 possibility可能性 we have
298
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3065
才能释放出我们拥有的可能性
14:26
to actually其实 address地址 these social社会 problems问题
299
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1991
来切实解决这些社会问题
14:28
because we can scale规模.
300
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2033
因为我们可以规模化运作
14:30
We can address地址 shared共享 value at multiple levels水平.
301
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3556
我们可以在不同层面上
实现共享价值
14:34
It's real真实. It's happening事件.
302
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3165
这是真的,它正在发生
14:37
But in order订购 to get this solution working加工,
303
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2893
不过为了让它实现
14:40
we have to now change更改 how business商业 sees看到 itself本身,
304
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4128
我们现在必须改变
商业对自身的审视
14:44
and this is thankfully感激地 underway进行.
305
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2514
欣慰的是,这正在发生。
14:47
Businesses企业 got trapped被困 into the conventional常规 wisdom智慧
306
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3476
企业被传统思维所困
14:50
that they shouldn't不能 worry担心 about social社会 problems问题,
307
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1848
认为它们不需要担忧社会问题
14:52
that this was sort分类 of something on the side,
308
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2042
社会问题被放在一边
14:54
that somebody else其他 was doing it.
309
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2581
由其他人来解决
14:57
We're now seeing眼看 companies公司
310
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1576
我们现在看到一些公司
14:58
embrace拥抱 this idea理念.
311
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2476
接受这种想法
15:01
But we also have to recognize认识 business商业
312
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2189
但是我们也必须意识到
15:03
is not going to do this as effectively有效
313
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2744
企业做不到
15:06
as if we have NGOs非政府组织 and government政府
314
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1860
像有NGO和政府
15:08
working加工 in partnership合伙 with business商业.
315
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3031
进行合作一样有效开展。
15:11
The new NGOs非政府组织 that are really moving移动 the needle
316
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3008
真正取得进展的NGO
15:14
are the ones那些 that have found发现 these partnerships伙伴关系,
317
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2183
是那些找到这些合作伙伴的组织,
15:16
that have found发现 these ways方法 to collaborate合作.
318
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1817
设那些找到这种合作方式的新式NGO
15:18
The governments政府 that are making制造 the most progress进展
319
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2473
取得最大进展的政府
15:20
are the governments政府 that have found发现 ways方法
320
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1614
是那些能让商家实现
15:22
to enable启用 shared共享 value in business商业
321
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3651
共享价值的政府,
15:25
rather than see government政府 as the only player播放机
322
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3121
这些政府没有
15:28
that has to call the shots镜头.
323
916920
3014
独挑大梁
15:31
And government政府 has many许多 ways方法 in which哪一个 it could impact碰撞
324
919934
2472
而且政府有很多方法来
15:34
the willingness愿意 and the ability能力 of companies公司
325
922406
2314
促进公司的意愿和能力
15:36
to compete竞争 in this way.
326
924720
1994
来激励它们这样竞争
15:38
I think if we can get business商业 seeing眼看 itself本身 differently不同,
327
926714
2949
我想,如果我们能改变
商业对于自身的认知
15:41
and if we can get others其他 seeing眼看 business商业 differently不同,
328
929663
2543
如果们能改变
其他人对于商业的看法
15:44
we can change更改 the world世界.
329
932206
2805
我们就能够改变世界
15:47
I know it. I'm seeing眼看 it.
330
935011
3205
我知道这点。我能看到这天。
15:50
I'm feeling感觉 it.
331
938216
1950
我能感觉得到。
15:52
Young年轻 people, I think,
332
940166
1695
我想,年轻人们,
15:53
my Harvard哈佛 Business商业 School学校 students学生们, are getting得到 it.
333
941861
3180
我在哈佛商学院的学生们,能够理解这点
15:57
If we can break打破 down this sort分类 of divide划分,
334
945041
4322
如果我们可以突破这种分歧
16:01
this unease不安, this tension张力,
335
949363
3010
打消不安和焦虑
16:04
this sense that we're not
336
952373
1930
以及在这里合作
16:06
fundamentally从根本上 collaborating合作 here
337
954303
2240
并不是为了
16:08
in driving主动 these social社会 problems问题,
338
956543
2350
制造社会问题
16:10
we can break打破 this down,
339
958893
2104
我们就能突破障碍
16:12
and we finally最后, I think,
340
960997
2000
我认为,最终我们
16:14
can have solutions解决方案.
341
962997
2632
可以得到解决方法
16:17
Thank you.
342
965629
2800
谢谢
16:20
(Applause掌声)
343
968429
2722
(掌声)
Translated by Shiwen He
Reviewed by Jun CHEN

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ABOUT THE SPEAKER
Michael Porter - Business strategist
Michael E. Porter wrote the books on modern competitive strategy for business. Now he is thinking deeply about the intersection between society and corporate interests.

Why you should listen

Fortune magazine calls Michael Porter simply "the most famous and influential business professor who has ever lived." His books are part of foundational coursework for business students around the world; he's applied sharp insight to health care systems, American competitiveness, development in rural areas. Now he's taking on a massive question: the perceived disconnect between corporations and society. He argues that companies must begin to take the lead in reconceiving the intersection between society and corporate interests -- and he suggests a framework, that of "shared value," which involves creating economic value in a way that also creates value for society.
 
Porter is a University Professor at Harvard Business School, where he leads the Institute on Strategy and Competitiveness, studying competitiveness for companies and nations -- and as a solution to social problems. He is the founder of numerous nonprofits, including The Initiative for a Competitive Inner City, a nonprofit, private-sector organization to catalyze inner-city business development.

More profile about the speaker
Michael Porter | Speaker | TED.com

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