DuPontM&SandGeneralElectrichavemadetacklingenvironmentalwastesakeyeconomicdriver.DuPontcommitteditselftoa65%reductioningreenhousegasemissionsinthe10yearspriorto2010.By2007,DuPontwassaving$2.2billionayearthroughenergyefficiency,thesameasitstotaldeclaredprofitsthatyear.GeneralElectricaimstoreducetheenergyintensityofitsoperationsby50%by2015.TheyhaveinvestedheavilyinprojectsdesignedtochangethewayofusingandconservingCompanieslikeToyotaandWal-Martarenotcommittingtoenvironmentalgoalsoutofthegoodnessoftheirhearts.Thereasonfortheiractionsisasimpleyetpowerfulrealisationthattheenvironmentalandeconomicfootprintsfitwelltogether.WhenM&Slaunchedits“PlanA”sustainabilityprogrammein2007,itwasbelievedthatitwouldcostover￡200millioninthefirstfiveyears.However,theinitiativehadgenerated￡105millionby2011/12.Whenwepreventphysicalwaste,increaseenergyefficiencyorimproveresourceproductivity,wesavemoney,improveprofitabilityandenhancecompetitiveness.Infact,thereareoftenhuge“quickwin”opportunities,thankstoyearsofneglect.However,thereisaconsiderablegapbetweenleading-edgecompaniesandtherestofthepack.Therearefartoomanycompaniesstilldelayingcreatingaleanandgreenbusinesssystem,arguingthatitwillcostmoneyorrequiresizablecapitalinvestments.Theyremainstuckinthe“environmentiscost”mentality.Beingenvironmentallyfriendlydoesnothavetocostmoney.Infact,goingbeyondcompliancesavescostatthesametimethatitgeneratescash,providedthatmanagementadoptsthenewleanandgreenLeanmeansdoingmorewithless.Nonetheless,inmostcompanies,economicandenvironmentalcontinuousimprovementisviewedasbeinginconflictwitheachother.Thisisoneofthebiggestopportunitiesmissedacrossmostindustries.Thesizeoftheopportunityisenormous.The3%ReportrecentlypublishedbyWorldWildlifeFundandCDPshowsthattheeconomicprizeforcurbingcarbonemissionsintheUSeconomyis$780billionbetweennowand2020.Itsuggeststhatoneofthebiggestleversfordeliveringthisopportunityis“increasedefficiencythroughmanagementandbehaviouralchange”—inotherwords,leanandgreenmanagement.Some50studiesshowthatcompaniesthatcommittosuchaspirationalgoalsaszerowaste,zeroharmfulemissions,andzerouseofnon-renewableresourcesarefinanciallyoutperformingtheircompetitors.Conversely,itwasfoundthatclimatedisruptionisalreadycosting$1.2trillionannually,cuttingglobalGDPby1.6%.Unaddressed,thiswilldoubleby2030.Whatdoestheauthorsayaboutsomeleading-edgeTheyoperateinaccordancewithgovernmentTheytakeinitiativesinhandlingenvironmentalTheyarekeydriversintheirnations’economicTheyaremajorcontributorstoenvironmentalWhatmotivatesToyotaandWal-MarttomakecommitmentstoenvironmentalThegoodnessoftheir C)ThedesiretogenerateAstrongsenseof D)PressurefromWhyaresomanycompaniesreluctanttocreateanenvironment-friendlybusinessTheyarebentonmakingquickTheydonothavethecapitalfortheTheybelievebuildingsuchasystemistooTheylacktheincentivetochangebusinessWhatissaidabouttheleanandgreenmodelofIthelpsbusinessestosaveandgainatthesameItisaffordableonlyforafewleading-edgeItislikelytostartanewroundofintenseItwilltakealongtimeforallcompaniestoembraceWhatisthefindingofthestudiesaboutcompaniescommittedtoenvironmentalTheyhavegreatlyenhancedtheirsenseofsocialTheydomuchbetterthantheircounterpartsintermsofTheyhaveabandonedalltheoutdatedequipmentandTheymakegreatercontributionstohumanprogressthantheirItiseasytomissamidtheday-to-dayheadlinesofglobaleconomicrecession,butthereisaconspicuouskindofsocialupheaval(劇變underwaythatisfastalteringboththefaceoftheplanetthewayhumanbeingslive.Thatchangeistherapidaccelerationofurbanization.In2008,forthefirsttimeinhumanhistory,morethanhalftheworld’spopulationwaslivingintownsandcities.Andasarecentlypublishedpapershows,theprocessofurbanizationwillonlyaccelerateinthedecadestocome—withanenormousimpactonbiodiversityandpotentiallyonclimateAsKarenSeto,theleadauthorofthepaper,pointsout,thewaveofurbanizationisn’tjustaboutthemigrationofpeopleintourbanenvironments,butabouttheenvironmentsthemselvesbecomingbiggertoaccommodateallthosepeople.Therapidexpansionofurbanareaswillhaveahugeimpactonbiodiversityhotspotsandoncarbonemissionsinthoseurbanareas.Humansaretheultimateinvasivespecies—whentheymoveintonewterritory,theyoftendisplacethewildlifethatwasalreadylivingthere.Andaslandisclearedforthosenewcities—especiallyinthedensetropicalforests—carbonwillbereleasedintotheatmosphereaswell.It’struethataspeopleincouldinturnbegoodfortheenvironment.Thisisespeciallysoindesperatelypoorcountries,whereresidentsinthecountrysideslashandburnforestseachgrowingseasontoclearspaceforfarming.Buttherealdifferenceisthatindevelopingnations,themovefromruralareastocitiesoftenleadstoanenergy,whichinturncausesariseincarbonemissions.Gettingenoughtoeatandenjoyingthesafetyandcomfortoflivingfullyonthegridiscertainlyagoodthing—butitdoescarryanenvironmentalprice.Theurbanizationwavecan’tbestopped—anditshouldn’tbe.ButSeto’spaperdoesunderscoretheimportanceofmanagingthattransition.Ifwedoittherightway,wecanreduceurbanization’simpactontheenvironment.“There’sanenormousopportunityhere,andalotofpressureandresponsibilitytothinkabouthowweurbanize,”saysSeto.“Onethingthat’sclearisthatwecan’tbuildcitiesthewaywehaveoverthelastcoupleofhundredyears.Thescaleofthistransitionwon’tallowthat.”We’reheadedtowardsanurbanplanetnomatterwhat,butwhetheritbecomesheavenorhellisuptous.Whatissuedoestheauthortrytodrawpeople’sattentionTheshrinkingbiodiversityworldwide.C)TheongoingglobaleconomicTherapidincreaseofworldpopulation.D)TheimpactofacceleratingInwhatsensearehumanstheultimateinvasiveTheyaremuchgreedierthanotherTheyareauniquespeciesborntoTheyforceotherspeciesoutoftheirTheyhaveanurgetoexpandtheirlivingInwhatwayisurbanizationinpoorcountriesgoodfortheMorelandwillbepreservedforThepressureonfarmlandwillbeCarbonemissionswillbeconsiderablyNaturalresourceswillbeusedmoreWhatdoestheauthorsayaboutlivingcomfortablyintheItincursahighenvironmentalItbringspovertyandinsecuritytoanItcausesabigchangeinpeople’sItnarrowsthegapbetweencityandWhatcanbedonetominimizethenegativeimpactofurbanizationaccordingtoSlowingdownthespeedofInnovativeuseofadvancedAppropriatemanagementoftheEnhancingpeople’ssenseofAttheheartofthedebateoverillegalimmigrationliesonekeyquestion:areimmigrantsgoodorbadfortheeconomy?TheAmericanpublicoverwhelminglythinksthey'rebad.Yettheconsensusamongmosteconomistsisthatimmigration,bothlegalandillegal,providesasmallnetboosttotheeconomy.Immigrantsprovidecheaplabor,lowerthepricesofeverythingfromfarmproducetonewhomes,andleaveconsumerswithalittlemoremoneyintheirpockets.Sowhyistheresuchadiscrepancybetweentheperceptionofimmigrants'impactontheeconomyandthereality?Thereareanumberoffamiliartheories.Somearguethatpeopleareanxiousandfeelthreatenedbyaninflowofnewworkers.Othershighlightthestrainthatundocumentedimmigrantsplaceonpublicservices,likeschools,hospitals,andjails.Stillothersemphasizetheroleofrace,arguingthatforeignersaddtothenation'sfearsandinsecurities.There'ssometruthtoalltheseexplanations,buttheyaren'tquitesufficient.Togetabetterunderstandingofwhat'sgoingon;considerthewayimmigration'simpactisfelt.Thoughitsoveralleffectmaybepositive,itscostsandbenefitsaredistributedunevenly.DavidCard,aneconomistatUCBerkeley,notesthattheoneswhoprofitmostdirectlyfromimmigrants'low-costlaborarebusinessesandemployers–meatpackingplantsinNebraska,forinstance,oragriculturalbusinessesinCalifornia.Granted,theseproducers'savingsprobablytranslateintolowerpricesatthegrocerystore,buthowmanyconsumersmakethatmentalconnectionatthecheckoutcounter?Asforthedrawbacksofillegalimmigration,these,too,areconcentrated.Nativelow-skilledworkerssuffermostfromthecompetitionofforeignlabor.AccordingtoastudybyGeorgeBoras,aHarvardeconomist,immigrationreducedthewagesofAmericanhigh-schooldropoutsby9%between1980-2000.Amonghigh-skilled,better-educatedemployees,however,oppositionwasstrongestinstateswithbothhighnumbersofimmigrantsandrelativelygeneroussocialservices.Whatworriedthemmost,inotherwords,wasthefiscal(財政的)burdenofimmigration.Thatconclusionwasreinforcedbyanotherfinding:thattheiroppositionappearedtosoftenwhenthatfiscalburdendecreased,asoccurredwithwelfarereforminthe1990s,whichcurbedimmigrants'accesstocertainbenefits.Theironyisthatforalltheoverexciteddebate,theneteffectofimmigrationisminimal.Evenforthosemostacutelyaffected–say,low-skilledworkers,orCaliforniaresidents–theimpactisn'tallthatdramatic."Theunpleasantvoiceshavetendedtodominateourperceptions,"saysDanielMichener,apoliticalscienceprofessorattheUniversityofOregon."Butwhenallthosefactorsareputtogetherandtheeconomistscalculatethenumbers,itendsupbeinganetpositive,butasmallone."Toobadmostpeopledon'trealizeit.WhatcanwelearnfromthefirstWhetherimmigrantsaregoodorbadfortheeconomyhasbeenpuzzlingTheAmericaneconomyusedtothriveonimmigrationbutnowit'sadifferentTheconsensusamongeconomistsisthatimmigrationshouldnotbeThegeneralpublicthinksdifferentlyfrommosteconomistsontheimpactofInwhatwaydoestheauthorthinkordinaryAmericansbenefitfromTheycanaccessallkindsofpublicTheycangetconsumergoodsatlowerTheycanmixwithpeopleofdifferentTheycanavoiddoingmuchofthemanualWhydonativelow-skilledworkerssuffermostfromillegalTheyhavegreaterdifficultygettingwelfareTheyaremorelikelytoencounterinterracialTheyhaveahardertimegettingajobwithdecentTheyarenomatchforillegalimmigrantsinlaborWhatisthechiefconcernofnativehigh-skilled,better-educatedemployeesabouttheinflowofItmaychangetheexistingsocialItmayposeathreattotheireconomicItmayleadtosocialinstabilityintheItmayplaceagreatstrainonthestateWhatistheironyaboutthedebateoverEveneconomistscan'treachaconsensusaboutitsThosewhoareopposedtoitturnouttobenefitmostfromPeoplearemakingtoobigafussaboutsomethingofsmallThereisnoessentialdifferencebetweenseeminglyoppositeWhenHarvardstudentMarkZuckerberglaunchedinFeb.2004,evenhecouldnotimaginetheforcesitwouldletloose.Hisintentwastoconnectcollegestudents.Facebook,whichiswhatthiswebsiterapidlyevolvedinto,endedupconnectingtheworld.Tothechildrenofthisconnectedera,theworldisonegiantsocialnetwork.Theyarenotbound—aswerepreviousgenerationsofhumans—bywhattheyweretaught.Theyareonlylimitedbytheircuriosityandambition.Duringmychildhood,allknowledgewaslocal.Youlearnedeverythingyouknewfromyourparents,teachers,preachers,andfriends.Withthehigh-qualityandtimelyinformationattheirfingertips,today’schildrenarerisingabovethefearsandbiasesoftheirparents.Adultsarealsoparticipatinginthisrevolution.India’snormallytamemiddleclassisspeakingupagainstsocialills.SiliconValleyexecutivesarebeingshamedintoaddingwomentotheirboards.Politicalleadersaremarshallingtheenergyofmillionsforelectionsandpoliticalcauses.AllofthisisbeingdonewithsocialmediatechnologiesthatFacebookanditscompetitorssetfree.Asdoeseveryadvancingtechnologysocialmediahascreatedmanynewproblems.Itiscommonlyaddictiveandcreatesrisksforyoungerusers.SocialmediaisusedbyextremistsintheMiddleEastandelsewheretoseekandbrainwashrecruits.Anditexposesusandourfriendstodisagreeablespying.Wemayleaveourlightsoninthehousewhenweareonvacationbutthroughsocialmediawetellcriminalsexactlywhereweare,whenweplantoreturnhome,andhowtoblackmail敲詐)Governmentsdon’tneedinformersanymore.Socialmediaallowsgovernmentagenciestospyontheirowncitizens.Werecordourthoughts,emotions,likesanddislikesonFacebook;weshareourpoliticalviews,socialpreferences,andplans.Wepostintimatephotographsofourselves.NospyagencyorcriminalorganizationcouldactivelygatherthetypeofdatathatwevoluntarilypostforThemarketersarealsoseeingbigopportunities.Amazonistryingtopredictwhatwewillorder.Googleistryingtojudgeourneedsandwantsbasedonoursocial-mediaprofiles.Weneedtobeawareoftherisksandkeepworkingtoalleviatethedangers.Regardlessofwhatsocialmediapeopleuse,onethingiscertain:weareinaperiodofacceleratingchange.Thenextdecadewillbeevenmoreamazingandunpredictablethanthelast.Justasnoonecouldpredictwhatwouldhappenwithsocialmediainthelastdecade,noonecanaccuratelypredictwherethistechnologywilltakeus.Iamoptimistic,however,thataconnectedhumanitywillfindawaytoupliftitself.WhatwasthepurposeofFacebookwhenitwasfirstTohelpstudentsconnectwiththeoutsideTobringuniversitystudentsintocloserTohelpstudentslearntoliveinaconnectedTocombinetheworldintoanintegralWhatdifferencedoessocialmediamaketoLocalknowledgeandglobalknowledgewillStudentswillbecomemorecuriousandPeopleareabletolearnwherevertheySourcesofinformationaregreatlyWhatistheauthor’sgreatestconcernwithsocialmediaIndividualsandorganizationsmayuseitforevilGovernmentwillfindithardtoprotectclassifiedPeoplemaydisclosetheirfriends’informationPeople’sattentionwillbeeasilydistractedfromtheirworkinWhatdobusinessesusesocialmediaCreatingagoodcorporate C)Conductinglarge-scalemarketAnticipatingtheneedsof D)MinimizingpossiblerisksandWhatdoestheauthorthinkofsocialmediaasaItwillenablehumansocietytoadvanceatafasterItwillposeagravethreattoourtraditionalwaysofItisboundtobringaboutanotherinformationItbreaksdownthefinalbarriersinhumanAmidallthejoblosses,there'snocategoryofworkerthattheeconomicdisruptionhasbeengoodfor:nonhumans.Fromself-servicecheckoutlinesatsupermarkettoindustrialrobotsarmedwithsawsandtaughttocarveupanimalbodiesinslaughter-houses,theseever-more-intelligentmachinesarenownotjustassistingworkersbutactuallykickingthemoutoftheirjobs.softwaretoscanandreadmountainsoflegaldocuments.workthatpreviouslywasperformedbyhighly-paidhumanlawyers."Robotscontinuetohaveanimpactonblue-collarjobs,andwhite-collarjobsareunderattackbymicroprocessors,"sayseconomicsprofessorEdwardLearner.Therecessionpermanentlywipedout2.5millionjobs.USgrossdomesticproducthasclimbedbacktopre-recessionlevels,meaningwe'reproducingasmuchasbefore,onlywith6fewerworkers.TobesureroboticsarenottheonlyjobkillersOutthere,withoutsourcing（外包）stealingfarmorejobsthanautomation.JeffBurnstein,presidentoftheRoboticsIndustryAssociation,arguesthatrobotsactuallysaveUSjobs.Hislogic:companiesthatembraceautomationmightusefewerworkers,butthat'sstillbetterthanfiringeveryoneandmovingtheworkoverseas.It'snotthatrobotsarecheaperthanhumans,thoughoftentheyare.It'sthatthey'rebetter."Insomecasesthequalityrequirementsaresoexactingthatevenifyouwantedtohaveahumandothejob,youcouldn't."Burnsteinsays.Samegoesforsurgeons,who'reusingroboticsystemstoperformanever-growinglistofoperations-notbecausethemachinessavemoneybutbecause,thankstothegreaterprecisionofrobots,thepatientsrecoverinlesstimeandhavefewercomplications,saysDr.MyriamCuret.Surgeonsmaysurvivetherobotinvasion,butothersatthehospitalmightnotbesolucky.asiRobot,makeroftheRoomba,arobotvacuumcleaner,hasbeenshowingoffAva,whichcouldbeusedasamessengerinahospital.Andonceyou'rehome,recovering,Avacouldletyoutalktoyourdoctor,sothere'snoneedtosendsomeonetoyourhouse.That"mobiletelepresence"couldbeusefulattheoffice.Ifyou'reawayonatrip,youcanstillattendameeting.Justconnectviavideoconferencingsoftware,soyourfaceappearsonAva'sscreen.Isanyjobsafe?Iwashopingtosay"journalist,"butresearchersarealreadydevelopingsoftwarethatcangatherfactsandwriteanewsstory.Whichmeansthatafewyearsfromnow,arobotcouldbewritingthiscolumn.Andwhowillreadit?Well,theremightbealotofushangingaroundwithlotsoffreetimeonourhands.WhatdowelearnfromthefirstfewTheover-useofrobotshasdonedamagetoAmericanItishardforrobotstoreplacehumansinhighlyprofessionalArtificialintelligenceiskeytofuturetechnologicalinnovations.DTheroboticindustryhasbenefitedfromtheeconomicrecession.WhatcausedthegreatestlossofjobsinUsingmicroprocessorsMovingproductiontootherThebankruptcyofmanyTheinvasionofmigrantWhatdoesJeffBurnsteinsayaboutTheyhelpcompaniestorevive.BTheyarecheaperthanhumans.TheypreventjoblossesinaTheycompetewithhumanWhyareroboticsystemsreplacingsurgeonsinmoreandmoreoperationsaccordingtoDr.MyriamCuret?Theysavelotsofmoneyforthepatients.BTheybeathumansinprecision.TheytakelesstimetoperformaTheymakeoperationslessWhatdoestheauthorimplyaboutItwillgreatlyenrichliteraryBItwillstartanewtechnologicalItwillrevolutionizescientificItwillbeappliedinanyfieldIntheearly20thcentury,fewthingsweremoreappealingthanthepromiseofscientificknowledge.Inaworldstrugglingwithrapidindustrialization,scienceandtechnologyseemedtooffersolutionstoalmosteveryproblem.Newlycreatedstatecollegesanduniversitiesdevotedthemselvesalmostentirelytoscientific,technological,andengineeringfields.ManyAmericanscametobelievethatscientificcertaintycouldnotonlysolvescientificproblems,butalsoreformpolitics,government,andbusiness.TwoworldwarsandaGreatDepressionrockedtheconfidenceofmanypeoplethatscientificexpertisealonecouldcreateaprosperousandorderedworld.AfterWorldWarⅡ,theacademicworldturnedwithnewenthusiasmtohumanisticstudies,whichseemedtomanyscholarsthebestwaytoensurethesurvivalofdemocracy.Americanscholarsfannedoutacrossmuchoftheworld—withsupportfromtheFordFoundation,theFulbrightprogram,etc.—topromotetheteachingofliteratureandtheartsinanefforttomakethecasefordemocraticfreedoms.IntheAmericaofourowntime,thegreateducationalchallengehasbecomeanefforttostrengthentheteachingofwhatisnowknownastheSTEMdisciplines(science,technology,engineering,andmath).ThereisconsiderableandjustifiedconcernthattheUnitedStatesisfallingbehindmuchoftherestofthedevelopedworldintheseessentialdisciplines.India,China,Japan,andotherregionsseemtobeseizingtechnologicalleadership.Atthesametime,perhapsinevitably,thehumanities—whilestillpopularinelitecollegesanduniversities—haveexperiencedasignificantdecline.Humanisticdisciplinesareseriouslyunderfunded,notjustbythegovernmentandthefoundationsbutbyacademicinstitutionsthemselves.Humanistsareusuallyamongthelowest-paidfacultymembersatmostinstitutionsandareoftenlightlyregardedbecausetheydonotgenerategrantincomeandbecausetheyprovidenoobviouscredentials(資質(zhì))formostnonacademiccareers.UndoubtedlyAmericaneducationshouldtrainmorescientistsandengineers.MuchoftheconcernamongpoliticiansaboutthestateofAmericanuniversitiestodayisfocusedontheabsenceofrealworld”education—whichmeanspreparationforprofessionalandscientificcareers.ButtheideathatinstitutionsortheirstudentsmustdecidebetweenhumanitiesandscienceisfalseOursocietycouldnotsurvivewithoutscientificandtechnologicalknowledge.Butwewouldbeequallyimpoverished(貧困的)withouthumanisticknowledgeaswell.Scienceandtechnologyteachuswhatwecando.Humanisticthinkinghelpsusunderstandwhatweshoulddo.Itisalmostimpossibletoimagineoursocietywithoutthinkingoftheextraordinaryachievementsofscientistsandengineersinbuildingourcomplicatedworld.Buttrytoimagineourworldaswellwithouttheremarkableworksthathavedefinedourcultureandvalues.Wehavealwaysneeded,andwestillneed,both.Intheearly20thcenturyAmericansbelievedscienceandtechnology solvevirtuallyallexistingquickenthepaceofhelpraisepeople’slivingpromotethenation’ssocialWhydidmanyAmericanscholarsbecomeenthusiasticabouthumanisticstudiesafterWorldTheywantedtoimprovetheirownstatuswithinthecurrenteducationTheybelievedthestabilityofasocietydependedheavilyonhumanisticTheycouldgetfinancialsupportfromvariousfoundationsforhumanisticTheyrealizedscienceandtechnologyalonewerenoguaranteeforabetterWhyareAmericanscholarsworriedabouteducationTheSTEMsubjectsaretoochallengingforstudentstoSomeAsiancountrieshaveovertakenAmericainbasicAmericaislaggingbehindintheSTEMTherearenotenoughscholarsinhumanisticWhataccountsforthesignificantdeclineinhumanisticstudiesShrinkingShortageofdevotedDimprospectsforWhydoestheauthorattachsomuchimportancetohumanisticTheypromotethedevelopmentofscienceandTheyhelppreparestudentsfortheirprofessionalHumanisticthinkinghelpsdefineourcultureandHumanisticthinkinghelpscultivatestudents’Nothingsucceedsinbusinessbookslikethestudyofsuccess.Thecurrentbusiness-bookboomwaslaunchedin1982byTomPetersandRobertWatermanwithInSearchofExcellence.Thetrendhascontinuedwithasuccessionofexpertsandwould-beexpertswhopromisetodistiltheessenceofexcellenceintothree(orfiveorseven)simplerules.TheThreeRulesisaself-consciouscontributiontothistypeofwriting;itevenincludesabibliographyof“successstudies”.MichaelRaynorandMumtazAhmedworkforaconsultancy,Deloitte,thatisdeterminedtoturnitselfintomoreofathought-leaderandlessacorporaterepairman.Theyemployallthetricksofthesuccessbooks.Theyinsistthattheirconclusionsare“measurableandactionable”—guidestobehaviourratherthananalysisforitsownsake.Successauthorsusuallyserveupvividstoriesabouthowexceptionalbusinesspeoplestampedtheirpersonalitiesonacompanyorrescueditfromalife-threateningcrisis.MessrsRaynorandAhmedarehappierchewingthenumbers:theyprovidedetailedappendiceson“calculatingtheelementsofadvantage”and“detailedanalysis”.tocomeupatfirstwithnothing.Everyhunch(直覺ledtoablindalleyandeveryhypothesistodeadend.Itwasonlywhentheyshiftedtheirattentionfromhowcompaniesbehavetohowtheythinkthattheybegantomakesenseoftheirvoluminousmaterial.Managementisallaboutmakingdifficulttradeoffsinconditionsthatarealwaysuncertainandoftenfast-changing.Butexceptionalcompaniesapproachthesetradeoffswithtwosimplerulesinmind,sometimesconsciously,sometimesunconsciously.First:betterbeforecheaper.Companiesaremorelikelytosucceedinthelongruniftheycompeteonqualityorperformancethanonprice.Second:revenuebeforecost.Companieshavemoretogaininthelongrunfromdrivinguprevenuethanbydrivingdowncosts.Mostsuccessstudiessufferfromtwofaults.Thereis“thehalo(光環(huán))effect”,wherebyperformanceleadscommentatorstoattributeallmannerofvirtuestoanythingandeverythingthecompanydoes.Thesevirtuesthensuddenlybecomeviceswhenthecompanyfails.MessrsRaynorandAhmedworkhardtoavoidthesemistakesbystudyinglargebodiesofdataoverseveraldecades.Buttheyendupembracingadifferenterror:statingtheobvious.Mostbusinesspeoplewillnotbesurprisedtolearnthatitisbettertofindaprofitableniche(隙縫市場)andfocusonboostingrevenuesthantocompeteonpriceandcutyourwaytosuccess.Thedifficultquestionishowtofindthatprofitablenicheandprotectit.There,TheThreeRulesislessuseful.WhatkindofbusinessbooksaremostlikelytosellBooksonGuidestoBooksonbusinessAnalysesofmarketWhatdoestheauthorimplyaboutbooksonsuccesssoTheyhelpbusinessmenonewayorTheyarewrittenbywell-recognisedTheymoreorlessfallintothesameTheyarebasedonanalysesofcorporateHowdoesTheThreeRulesdifferfromothersuccessbooksaccordingtotheItfocusesonthebehaviourofexceptionalItbasesitsdetailedanalysisonlargeamountsofItofferspracticableadvicetoItdrawsconclusionsfromvividWhatdoesthepassagesaycontributestothesuccessofexceptionalFocusonqualityandManagementandsalesLowerproductioncostsandcompetitiveEmphasisonafter-saleserviceandWhatistheauthor’scommentonTheThreeItcanhelptolocateprofitableIthaslittletooffertoItisnotedforitsdetaileddataItfailstoidentifythekeystoWomenarehalfthepopulationbutonly15%ofboardmembersatbigAmericanfirms,andl0%inEurope.Companiesthatfishinonlyhalfthetalentpoolwillloseouttothosethatcasttheirnetmorewidely.Thereisalsoevidencethatmixedboardsmakebetterdecisions.Mindfulofthis,Europeancountriesarepassinglawsthatwouldforcecompaniestopromotemorewomentotheexecutivesuite.AnewFrenchlawrequireslistedfirmstoreserve40%ofboardseatsforwomenby2017.NorwayandSpainhavesimilarlaws;Germanyisconsideringone.TheEuropeanParliamentdeclaredthismonththatsuchquotasshouldbeappliedthroughouttheEuropeanUnion.Therearetwomainargumentsforcompulsoryquotas.Oneisthatthemenwhodominatecorporateboardsarehopelesslysexist:theypromotepeoplelikethemselvesandignoreanyfemaletalent.Thesecondargumentismoresubtle.Talentedexecutivesneedmentors(導(dǎo)師)tohelpthemclimbtheladder.Maledirectorsmentoryoungmenbutarereluctanttogetfriendlywithyoungwomen,lesttherelationshipbemisinterpreted.Quotaswillbreakthisviciouscyclebyputtinglotsofwomenatthetop,whocanthenoffertheirsistersalegup.Theremaybesomethinginbotharguments,butinmostrichcountriessexismisnolongerthemainobstacletowomen'scareers.Childrenare.Mostwomentakecareerbreakstolookafterthem.Manycareforelderlyrelatives,too.Onestudyfoundthattwo-thirdsofAmericanwomenhadatsomepointswitchedfromfull-timeworktopart-timeorflexibletimetobalanceworkandfamily.Suchchoicesmakeitharderforwomentogaintheexperiencenecessarytomakeittotheverytop.Whatismore,bigcompaniesareincreasinglyglobal.Manywantabosswhohasworkedinmorethanonecountry.Suchforeignpostingsdisruptfamilies;manywomenturnthemdown.Andmany,anticipatingacareerbreakatsomepointinthefuture,enterfieldswheretheirskillswillnotquicklybecomeoutdated,suchaslaworhumanresources.Somelawyersmakegoodchiefexecutives.Butfirmsoftenwantpeoplewithfinancialoroperationalexperienceforthetopjobs,andthesefieldsarestillmale-dominated.Quotasaretoobluntatoolforsuchatangledproblem.Thewomencompaniesarecompelledtoonboardsareunlikelytobeasusefulasthosetheyplacetherevoluntarily.Quotasforcefirmseithertopadtheirboardswithtokennon-executivedirectors,ortoallocaterealpoweronthebasisofsexratherthanmerit.Enforcingquotasforwomenhasledtolargenumbersofinexperiencedwomenbeingappointedtoboards,andseriouslydamagedthosefirms'performance.WhatwillhappentoacompanyifmendominateitsexecutiveItstalentpoo1willdryoutItscompetitivenesswillbeItswomenemployeeswillItisboundtomakeunwiseWhatseemstopreventwomenfrombecomingboardmembersapartfromManyofthemlackthecouragetofacethechallengeintheboardMaledirectorsareafraidofwomen'spotentialthreattotheirFewofthemhavethetrainingandqualificationsneededforexecutiveMaledirectorsr