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單期簡介
創意思考
NO.701
延展力
把有限資源轉為巨大成果的超能力
延展你現有的資源,而非不斷追逐更多資源,是讓個人生活更好的方式,也是建立組織更聰明的方法。延展資源而非追逐資源,能提供出色的成果,在工作及個人生活方面皆然。
2018-12-19 /  1785  5
輕鬆聽大師
媒體創意人 俞國定導讀
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目 錄 導 讀 付費內容 延伸閱讀 輕鬆抓重點

Chapter 1

如何從追逐轉為延展的心態

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

擁有資源的確重要,但如果你總是想從別人手中拿到額外資源,便很難發揮生產力。從許多方面來說,擁有更多不一定更好。事實上如果能專注將你既有的資源發揮更大的效益,你可能更成功。別再追逐更多資源──而是更加善用你現有的資源。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Chapter 1

How to change your mind-set from chasing to stretching

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Having resources is important but it's difficult to be productive if you're constantly being distracted by looking for additional resources which are in other people's hands. There are lots of aspects where more is not necessarily better and you can in fact become incredibly successful if you instead concentrate on making more out of what you already have. Don't chase more and more resources – make better use of what you now have.


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
1985年,迪克.雲嶺接任「老鷹啤酒」的執行長。迪克的祖先於1829年創立了這家位於賓州的啤酒廠,一直由雲嶺家族經營。老鷹啤酒每年僅生產13萬7000桶啤酒──比起當時美國啤酒業三大龍頭安布、美樂及施特羅每年1億4000萬桶的總產量,其市占率簡直微不足道。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
In 1985, Dick Yuengling took over as CEO of Eagle Brewing, a family owned Pennsylvania brewery which had been started by his progenitors in 1829Eagle produced a modest 137,000 barrels of bear annually – which was an incredibly small market share compared to the 140 million barrels brewed each year by the three major players in the industry: Anheuser-Busch, Miller and Stroh.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
在市占率極低的情況下,大多數獨立經營的小啤酒廠只能選擇賣給啤酒大廠,或是透過併購壯大營運規模。然而,老鷹啤酒決定另闢蹊徑。迪克開始利用「全美最老的啤酒廠」作為賣點,強調老鷹啤酒悠久的歷史,以打響產品品牌。迪克也不急著進入更多市場,而只在少數幾個區域銷售產品,創造了一群死忠粉絲熱愛這款不易購得的啤酒。這些狂熱粉絲最後成為老鷹啤酒的最佳促銷員。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
Faced with a tiny market share, most small independent brewers had either sold out to the majors or had tried to grow through acquisitions. Eagle Brewery took another path. Dick started creating awareness of his product by tapping into the Eagle's history as America's oldest brewery. Rather than rushing to enter as many markets as possible, Eagle limited sales to just a handful of regions, creating a cult-like group of fans who loved the hard-to-get beer. These brand enthusiasts ended up becoming Eagle's best promoters.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
迪克.雲嶺也努力發揮老鷹150年歷史的啤酒廠最大的效益,讓老鷹啤酒的生產量最終達到每年50萬桶。現有酒廠設備不敷使用後,迪克才開始購買二手的啤酒瓶、啤酒槽以及標籤機,讓它們回收再利用。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
Dick Yuengling also worked to get the most out of Eagle's 150-year-old factory which eventually was producing 500,000 barrels a year. Once he maxed out that facility, Dick then started buying second-hand bottlers, tanks and labelers and gave them a second life.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「我們並不想使勁成為國內最大的自營啤酒公司。我們想要的是永續經營……我的女兒們……現在也投入啤酒事業,我們希望子孫未來也能繼續經營下去,這才能使我們感到心滿意足。」──迪克.雲嶺 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"We were not in any race to be the largest domestically owned brewer. Our game is longevity.... My daughters... are in the business now and we want their kids to be able to run it someday. That's what's satisfying to us." – Dick Yuengling 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

4
今日,老鷹啤酒已發展為全美最大的自營啤酒製造商。根據《富比士》雜誌估計,迪克.雲嶺的個人資產淨值高達近20億美元。儘管富可敵國,他仍開著一輛平價車,且經常在辦公室走動,關閉不必要的電燈。



感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Today, Eagle brewery has grown to become America's largest domestically owned beer producer and Dick Yuengling has a net worth Forbes estimates to be close to $2 billion. For all that, he still drives a modest car and is famed for his practice of going around the office turning off lights which are not needed.



感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
為何迪克.雲嶺能成功,他的許多競爭對手卻失敗了呢?其中有許多原因,但一大關鍵在於他的思惟模式。迪克懂得延展資源,而他許多早期的競爭對手卻只會追逐資源。這些人認為,要取得更好的成果,企業必須不斷壯大,並獲取更多資源。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
So how did Dick Yuengling succeed where so many of his competitors have failed? There are lots of reasons but in part it comes down to his mind-set. Dick is a stretcher whereas most of his early competitors were chasers who believed to get better results, they had to get bigger and have more resources.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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