a Philip Morris 选择自由的权力 漂亮地击败对手 鼓励个人创新 基于品德与业绩的机会,任何(无特权 努力工作和持续地自我提升 u Philin Morris the right to freedomof choice, winning-beating others in a goodnight; encouraging individual initiative opportunity based on merit; no one is entitled to anything; hard work and continuous self-improvement
11 Philip Morris • 选择自由的权力 • 漂亮地击败对手 • 鼓励个人创新 • 基于品德与业绩的机会，任何人无特权 • 努力工作和持续地自我提升 Philip Morris • the right to freedom of choice; • winning-beating others in a good fight; • encouraging individual initiative; • opportunity based on merit; no one is entitled to anything; • hard work and continuous self-improvement
索尼公司 提升日本文化和民族地位 做先锋者,不追随别,做不可能的享 蕨励个人能力和创造性 u Sony. elevation ofjapanese culture and national status, being a pioneer, not following others, doing the impossible; encouraging individual ability and creativity. 12
12 索尼公司 • 提升日本文化和民族地位 • 做先锋者，不追随别人，做不可能的事 • 鼓励个人能力和创造性 Sony: • elevation of Japanese culture and national status; • being a pioneer, not following others, doing the impossible; • encouraging individual ability and creativity
口迪斯尼公司 不要玩世不恭 培育和宣传健康的美国价值观 创新,梦想和想象 对一致性和细狂热地关注 保护和控制迪斯尼魅力 口 Walt Disney no cynicism nurturing and promulgation of" wholesome American values”; creativity, dreams, and imagination, fanatical attention to consistency and detail preservation and control of the Disney magic. 13
13 迪斯尼公司 • 不要玩世不恭 • 培育和宣传健康的美国价值观 • 创新，梦想和想象 • 对一致性和细节狂热地关注 • 保护和控制迪斯尼魅力 Walt Disney: • no cynicism; • nurturing and promulgation of “wholesome American values”; • creativity, dreams, and imagination; • fanatical attention to consistency and detail; • preservation and control of the Disney magic
孩心且的 Core Purpose ·核心目的是组织存在的理由,而非组织目标或经营 策略 Core purpose is a raison d'etre, not a goal or business strategy. 所有有效的目的都反映人们为企业工作的理想动机。 All effective purpose reflects people's idealistic motivations for doing the company's work 核心目的不能仅仅描述组织的产出或目标顾客,它 要抓住组织的灵魂。 It doesn'tjust describe the organization's output or target customers; it captures the soul of the organization
14 核心目的 Core Purpose • 核心目的是组织存在的理由，而非组织目标或经营 策略。 – Core purpose is a raison d’être, not a goal or business strategy. • 所有有效的目的都反映人们为企业工作的理想动机。 – All effective purpose reflects people’s idealistic motivations for doing the company’s work. • 核心目的不能仅仅描述组织的产出或目标顾客，它 要抓住组织的灵魂。 – It doesn’t just describe the organization’s output or target customers; it captures the soul of the organization
核心目的是组织存在的理由 克公司 保护和提升人类生命 to preserve and improve human life 索尼公司 体验为么众利益加提高和应用技术的快乐 to experience the joy of advancing and applying technology for the benefit of the public 斯尼公司 使人幸福 to make people happy 15
15 核心目的是组织存在的理由 默克公司 保护和提升人类生命 to preserve and improve human life 索尼公司 体验为公众利益而提高和应用技术的快乐 to experience the joy of advancing and applying technology for the benefit of the public 迪斯尼公司 使人幸福 to make people happy