评论
打印
It's kind of a myth that most innovations occur by some genius, Steve Jobs or Elon Musk or Jeff Bezos, that these guys are larger than life geniuses and all the innovations at Tesla came from Elon Musk and Steve Jobs personally invented the Macintosh and the iPod and iPhone and iPad and all that stuff.
大多数创新是由一些天才，比如史蒂夫-乔布斯、埃隆-马斯克或杰夫-贝佐斯这样的人创造的，这些人都是天才，特斯拉的所有创新都来自埃隆-马斯克，史蒂夫-乔布斯亲自发明了Macintosh和iPod、iPhone和iPad以及所有这些东西。
And certainly the entrepreneur is, it can be the media, elevates them to a higher standard, and they certainly are important in terms of providing leadership and hopefully conscious leadership to the team.
当然，企业家也是天才，他们可能是从事媒体领域的人，将他们提升到一个更高的标准，他们在提供领导力方面至关重要，他们能对团队进行有意识的领导。
But almost all the best innovations are done collaboratively.
但几乎所有最好的创新都是通过合作完成的。
They're always part of a larger group that play off of each other.
它们总是一个更大的团体的一部分，依靠相互之间的作用形成的。
And I can tell you at Whole Foods that we've had a lot of innovative creative ideas.
我可以说，在全食超市，我们有了很多创新的创意。
You know about 10 years ago or so we had a store in Santa Rosa, California.
大约10年前，我们在加利福尼亚州的圣罗莎有一家商店。
It opened the very first bar at Whole Foods Market.
它是全食超市的第一个酒吧。
It opened in the middle of the wine section.
它开在葡萄酒区的中间。
They just took part of the wine section and they put in some taps and they put in some big screen TVs and they kinda set off the space, So we had this little beer wine bar in the middle of the store.
他们只是把葡萄酒区的一部分拿出来，放上一些水龙头，放上一些大屏幕电视，衬托出有一些空间，所以我们在商店的中间有一个小小的啤酒葡萄酒吧。
And if they'd had to ask permission for that, they said, John, what do you think about this idea?
如果他们不得不为此征求许可，他们说，约翰，你对这个想法有什么看法？
I said, nobody's gonna go to a bar in a grocery store, it's a terrible idea, don't do it, waste of money.
我说，没有人会去杂货店里的酒吧，这是个糟糕的主意，不要这样做，浪费钱。
But they didn't have to ask permission, so they were able to try it, right. And guess what?
但他们没有征求别人的许可，他们进行了尝试，对吧。你猜结果怎么样？
It was hugely successful, and that bar started selling more beer every week than we were selling in seafood in the store for awhile.
它取得了巨大的成功，那个酒吧开始每周卖出的啤酒比我们在商店里卖的海鲜还要多，有一段时间。
It was incredible.
这真是不可思议。
And then other stores would see what they were doing and they start copying it, only they wouldn't copy it exactly.
其他商店看到他们正在做的事情，也开始复制它，只是他们不会完全照搬。
They would iterate on it to make it different and better and some of those experiments didn't work by the way, and we had to throw them out, but the other ones did work.
他们会对其进行迭代，使其变得不同或更好，其中一些实验没有成功，我们不得不把它们扔掉，但其他的实验确实有效。
I'll give you an example how at Rift, the original beer and wine bar in that store was really set up for guy It was mostly beer and less wine, but they had wine and it had sports on the big screen TVs, and it kinda had its' masculine attitude.
举个例子，在Rift，那家店最初的啤酒和葡萄酒酒吧确实是为男人设置的，大部分是啤酒，少有葡萄酒，但也有葡萄酒，大屏幕电视上有体育节目，而且它有点男性化的态度。
So we kinda thought that was what it was about.
我们认为这就是它的整个面貌了。
But an interesting thing happened as this concept evolved and went to other stores.
但是，随着这个概念的发展和它在其他商店的应用，一个有趣的事情发生了。
We started noticing that a huge amount of women would show up in the afternoons when they get off work and they meet their friends and they would drink white wine.
我们开始注意到，大量的女性会在下午下班后出现，她们和朋友聚会，喝白葡萄酒。
And it was like, the women are showing up, why are they showing up here?
这就像，女人出现了，为什么她们会出现在这里？
We thought this was a guy thing. They were showing up because this was a really safe place.
我们认为这是男人会做的事情。她们出现是因为这是一个非常安全的地方。
We don't have a bunch of creeps that might follow you out to your car.
我们没有一群可能跟踪你到车上的小人。
It's Whole Foods Market, it's a big market, it's very safe.
这是全食超市，这是一个大市场，它非常安全。
You don't, and so they'd meet their friends and then of course when you have a lot of women showing up, then you start having more guys show up and you start to get a bit of a scene there.
所以她们会和朋友见面，当然，当有很多女人出现时，也有更多的男人出现，你开始在那里看到那些场景。
And the next thing you know, they're playing live music and would add more food to it.
而接下来你知道的是，他们正在播放现场音乐，并会添加更多食物。
And so that is collaborative innovation in a food store with one store trying one thing and then it iterating in different, and learning as you go along and you learn what works.
因此，这是食品店的合作创新，一家店尝试一件事，然后它在不同的地方迭代，边走边学，你会学到它是如何运作的。
And one thing we learned is it won't work that well if you don't have food with it, people just won't come in to have a drink.
我们学到的一件事是，如果商店不提供食物，它就不会运作得那么好，人们也不会来喝饮料。
They wanna have something to eat with it too.
人们也想喝饮料的同时有东西吃。
And you got to make it where if you have some, a little live music and you have, where you're located in the store is important.
为人们提供一些现场音乐，同时，你在商店里的位置是很重要的。
And the reason I'm telling you the story is that this is the way innovation occurs frequently.
我分享这个故事的原因是，这就是如何产生创新。
It's just that that's done very much collaboratively in a team effort.
这是在团队的努力下合作完成的。
And by the way, that's a lot more fun 'cause you're doing it with other people.
顺便说一句，这更有趣，因为你是和其他人一起完成的。
That's part of that community at work that can make work so very deeply satisfying when you've got it.
这是工作中的社区的一部分，当你实现它时，可以使工作变得令人满意。
