梅琳达盖茨TED英语演讲从可口可乐学生意经.docx

梅琳达盖茨TED英语演讲从可口可乐学生意经.docx

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梅琳达盖茨TED英语演讲从可口可乐学生意经

梅琳达.盖茨TED英语演讲：

从可口可乐学生意经

这篇关于梅琳达.盖茨TED英语演讲：

从可口可乐学生意经，是笔者特地为大家整理的，希望对大家有所帮助！

　在TEDxChange系列中，梅琳达.盖茨果敢地倡议非盈利性组织向可口可乐这样的大公司学习。

可口可乐公司遍布全球的网络能够保证世界上任何一个偏远的村庄--都能得到--一瓶可乐。

为什么不对安全套，卫生设施，以及疾病疫苗也采取这样的推广手段呢？

MelindaFrenchGates:

WhatnonprofitscanlearnfromCoca-Cola英语演讲稿：

OneofmyfavoritepartsofmyjobattheGatesFoundationisthatIgettotraveltothedevelopingworld,andIdothatquiteregularly.AndwhenImeetthemothersinsomanyoftheseremoteplaces,I’mreallystruckbythethingsthatwehaveincommon.Theywantwhatwewantforourchildrenandthatisfortheirchildrentogrowupsuccessful,tobehealthy,andtohaveasuccessfullife.ButIalsoseelotsofpoverty,andit’squitejarring,bothinthescaleandthescopeofit.MyfirsttripinIndia,Iwasinaperson’shomewheretheyhaddirtfloors,norunningwater,noelectricity,andthat’sreallywhatIseeallovertheworld.Soinshort,I’mstartledbyallthethingsthattheydon’thave.ButIamsurprisedbyonethingthattheydohave:

Coca-Cola.

Cokeiseverywhere.Infact,whenItraveltothedevelopingworld,Cokefeelsubiquitous.AndsowhenIcomebackfromthesetrips,andI’mthinkingaboutdevelopment,andI’mflyinghomeandI’mthinking,“We’retryingtodelivercondomstopeopleorvaccinations,”youknow,Coke’ssuccesskindofstopsandmakesyouwonder:

howisitthattheycangetCoketothesefar-flungplaces?

Iftheycandothat,whycan’tgovernmentsandNGOsdothesamething?

AndI’mnotthefirstpersontoaskthisquestion.ButIthink,asacommunity,westillhavealottolearn.It’sstaggering,ifyouthinkaboutCoca-Cola.Theysell1.5billionservingseverysingleday.That’slikeeveryman,womanandchildontheplanethavingaservingofCokeeveryweek.Sowhydoesthismatter?

Well,ifwe’regoingtospeeduptheprogressandgoevenfasteronthesetofMillenniumDevelopmentGoalsthatwe’resetasaworld,weneedtolearnfromtheinnovators,andthoseinnovatorscomefromeverysinglesector.Ifeelthat,ifwecanunderstandwhatmakessomethinglikeCoca-Colaubiquitous,wecanapplythoselessonsthenforthepublicgood.

Coke’ssuccessisrelevant,becauseifwecananalyzeit,learnfromit,thenwecansavelives.Sothat’swhyItookabitoftimetostudyCoke.AndIthinktherearereallythreethingswecantakeawayfromCoca-Cola.Theytakereal-timedataandimmediatelyfeeditbackintotheproduct.Theytapintolocalentrepreneurialtalent,andtheydoincrediblemarketing.Solet’sstartwiththedata.NowCokehasaveryclearbottomline--theyreporttoasetofshareholders,theyhavetoturnaprofit.Sotheytakethedata,andtheyuseittomeasureprogress.Theyhavethisverycontinuousfeedbackloop.Theylearnsomething,theyputitbackintotheproduct,theyputitbackintothemarket.Theyhaveawholeteamcalled“KnowledgeandInsight.”It’salotlikeotherconsumercompanies.Soifyou’rerunningNamibiaforCoca-Cola,andyouhavea107constituencies,youknowwhereeverycanversusbottleofSprite,FantaorCokewassold,whetheritwasacornerstore,asupermarketorapushcart.Soifsalesstarttodrop,thenthepersoncanidentifytheproblemandaddresstheissue.

Let’scontrastthatforaminutetodevelopment.Indevelopment,theevaluationcomesattheveryendoftheproject.I’vesatinalotofthosemeetings,andbythen,itiswaytoolatetousethedata.IhadsomebodyfromanNGOoncedescribeittomeasbowlinginthedark.Theysaid,“Yourolltheball,youhearsomepinsgodown.It’sdark,youcan’tseewhichonegoesdownuntilthelightscomeon,andthenyouanseeyourimpact.”Real-timedataturnsonthelights.

Sowhat’sthesecondthingthatCoke’sgoodat?

They’regoodattappingintothatlocalentrepreneurialtalent.Coke’sbeeninAfricasince1928,butmostofthetimetheycouldn’treachthedistantmarkets,becausetheyhadasystemthatwasalotlikeinthedevelopedworld,whichwasalargetruckrollingdownthestreet.AndinAfrica,theremoteplaces,it’shardtofindagoodroad.ButCokenoticedsomething--theynoticedthatlocalpeopleweretakingtheproduct,buyingitinbulkandthenresellingitinthesehard-to-reachplaces.Andsotheytookabitoftimetolearnaboutthat.Andtheydecidedin1990thattheywantedtostarttrainingthelocalentrepreneurs,givingthemsmallloans.Theysetthemupaswhattheycalledmicro-distributioncenters,andthoselocalentrepreneursthenhiresalespeople,whogooutwithbicyclesandpushcartsandwheelbarrowstoselltheproduct.Therearenowsome3,000ofthesecentersemployingabout15,000peopleinAfrica.InTanzaniaandUganda,theyrepresent90percentofCoke’ssales.Let’slookatthedevelopmentside.

WhatisitthatgovernmentsandNGOscanlearnfromCoke?

GovernmentsandNGOsneedtotapintothatlocalentrepreneurialtalentaswell,becausethelocalsknowhowtoreachtheveryhard-to-serveplaces,theirneighbors,andtheyknowwhatmotivatesthemtomakechange.IthinkagreatexampleofthisisEthiopia’snewhealthextensionprogram.ThegovernmentnoticedinEthiopiathatmanyofthepeopleweresofarawayfromahealthclinic,theywereoveraday’stravelawayfromahealthclinic.Soifyou’reinanemergencysituation--orifyou’reamomabouttodeliverababy--forgetit,togettothehealthcarecenter.Theydecidedthatwasn’tgoodenough,sotheywenttoIndiaandstudiedtheIndianstateofKeralathatalsohadasystemlikethis,andtheyadapteditforEthiopia.Andin2003,thegovernmentofEthiopiastartedthisnewsystemintheirowncountry.Theytrained35,000healthextensionworkerstodelivercaredirectlytothepeople.Injustfiveyears,theirratiowentfromoneworkerforevery30,000peopletooneworkerforevery2,500people.

Now,thinkabouthowthiscanchangepeople’slives.Healthextensionworkerscanhelpwithsomanythings,whetherit’sfamilyplanning,prenatalcare,immunizationsforthechildren,oradvisingthewomantogettothefacilityontimeforanon-timedelivery.ThatishavingrealimpactinacountrylikeEthiopia,andit’swhyyouseetheirchildmortalitynumberscomingdown25percentfrom2000to2008.InEthiopia,therearehundredsofthousandsofchildrenlivingbecauseofthishealthextensionworkerprogram.Sowhat’sthenextstepforEthiopia?

Well,they’realreadystartingtalkaboutthis.They’restartingtotalkabout,“Howdoyouhavethehealthcommunityworkersgeneratetheirownideas?

Howdoyouincentthembasedontheimpactthatthey’regettingoutinthoseremotevillages?

”That’showyoutapintolocalentrepreneurialtalentandyouunlockpeople’spotential.

ThethirdcomponentofCoke’ssuccessismarketing.Ultimately,Coke’ssuccessdependsononecrucialfactandthatisthatpeoplewantaCoca-Cola.Nowthereasonthesemicro-entrepreneurscansellormakeaprofitistheyhavetoselleverysinglebottleintheirpushcartortheirwheelbarrow.So,theyrelyonCoca-Colaintermsofitsmarketing,andwhat’sthesecrettotheirmarketing?

Well,it’saspirational.Itisassociatedthatproductwithakindoflifethatpeoplewanttolive.Soeventhoughit’saglobalcompany,theytakeaverylocalapproach.Coke’sglobalcampaignsloganis“OpenHappiness.”Buttheylocalizeit.Andtheydon’tjustguesswhatmakespeoplehappy;theygotoplaceslikeLatinAmericaandtheyrealizethathappinessthereisassociatedwithfamilylife.AndinSouthAfrica,theyassociatehappinesswithseritiorcommunityrespect.Now,thatplayeditselfoutintheWorldCupcampaign.Let’slistentothissongthatCokecreatedforit,“Wavin’Flag”byaSomalihiphopartist.

（Video）K’Naan:

…伀栀ohohohoho-oh…欀…伀栀ohohohohohohohohoh…欀…伀栀ohohohoho-oh…欀…伀栀ohohohohohohoho-oh…欀Giveyoufreedom,giveyoufire…欀…Giveyoureason,takeyouhigher…欀…匀攀攀thechampionstakethefieldnow…欀…夀漀甀defineus,makeusfeelproud…欀…Inthestreetsourheadsarelifted…欀…Asweloseourinhibition…欀…Celebration,it’saroundus…欀…Everynation,allaroundus

MelindaFrenchGates:

Itfeelsprettygood,right?

Well,theydidn’tstopthere--theylocalizeditinto18differentlanguages.Anditwentnumberoneonthepopchartin17countries.ItremindsmeofasongthatIrememberfrommychildhood,“I’dLiketoTeachtheWorldtoSing,”thatalsowentnumberoneonthepopcharts.Bothsongshavesomethingincommon:

thatsameappealofcelebrationandunity.Sohowdoeshealthanddevelopmentmarket?

Well,it’sbasedonavoidance,notaspirations.I’msureyou’veheardsomeofthesemessages.“Useacondom,don’tgetAIDS.”“Washyouhands,youmightnotgetdiarrhea.”Itdoesn’tsoundanythinglike“Wavin’Flag”tome.

AndIthinkwemakeafundamentalmistake--wemakeanassumption,thatwethinkthat,ifpeopleneedsomething,wedon’thavetomakethemwantthat.AndIthinkthat’samistake.Andthere’ssomeindicationsaroundtheworldthatthisisstartingtochange.Oneexampleissanitation.Weknowthatamillionandahalfchildrendieayearfromdiarrheaandalotofitisbecauseofopendefecation.Butthere’sasolution:

youbuildatoilet.Butwhatwe’refindingaroundtheworld,overandoveragain,is,ifyoubuildatoiletandyouleaveitthere,itdoesn’tgetused.Peoplereuseitforaslabfortheirhome.Theysometimesstoregraininit.I’veevenseenitusedforachickencoop.（Laughter）Butwhatdoesmarketingreallyentailthatwouldmakeasanitationsolutiongetaresultindiarrhea?

Well,youworkwiththecommunity.Youstarttotalktothemaboutwhyopendefecationissomethingthatshouldn’tbedoneinthevillage,andtheyagreetothat.Butthe