★英語(yǔ)資源頻道為大家整理的雙語(yǔ)新聞閱讀：星巴克CEO給我們的啟示，供大家參考。更多閱讀請(qǐng)查看本站英語(yǔ)資源頻道。
You cannot inspire unless you’re inspired yourself. Passion is everything and, as a leader, you must share that passion at every opportunity. I owe Starbucks chairman and CEO Howard Schultz a lot of credit for this insight. He changed the way I look at communication and, as a result, the way I approach the topic of inspirational leadership. 除非會(huì)自我激勵(lì)，否則不可能激勵(lì)別人。激情就是全部，作為，你必須抓住每個(gè)機(jī)會(huì)分享那份激情。這方面我從星巴克總裁兼首席執(zhí)行官霍華德·舒爾茨（Howard Schultz）那里獲益頗多。他改變了我對(duì)溝通的看法，以及對(duì)激勵(lì)型領(lǐng)導(dǎo)力的看法。 I wrote my first book on communication and leadership about ten years ago. Howard Schultz was my first interview. In a two-hour phone conversation Schultz used the word “passion” dozens of times. I had an epiphany when I reviewed the transcript. Not once had he used “passion” and “coffee” in the same sentence. You see, Schultz likes coffee, but he’s passionate about “building a company that treats people with dignity and respect.” He said coffee is what Starbucks makes as a product, “but that’s not the business we’re in.” Ten years after my interview Schultz is still communicating the same message and using guiding principles to inspire his employees and excite his customers. 十年前，我寫第一本有關(guān)溝通與領(lǐng)導(dǎo)力的書時(shí)，霍華德·舒爾茨便是我采訪的第一人。在那次兩小時(shí)的電話采訪中，舒爾茨數(shù)十次提及“激情”一詞。重溫采訪記錄時(shí)，我有所頓悟?！凹で椤焙汀翱Х取眱蓚€(gè)詞，從未出現(xiàn)在同一個(gè)句子中。你看，舒爾茨喜歡咖啡，但是令他充滿激情的是“打造一家尊重個(gè)人的公司”。他認(rèn)為，咖啡是星巴克的產(chǎn)品，“但并不是我們從事的行當(dāng)?！蹦谴尾稍L后十年里，舒爾茨仍在向外傳遞同樣的信息，采用同樣的指導(dǎo)原則，激勵(lì)員工并讓顧客感受驚喜。 I was reminded of my interview when Oprah featured Schultz on this recent episode of her show, Super Soul Sunday. Oprah picked up on the same theme I had noticed—Schultz’ passion is not the coffee. Oprah asked Schultz if he was passionate about coffee or “a desire to serve?” Schultz the storyteller told Oprah about his father who struggled with a series of blue-collar jobs, never able to find meaning or fulfillment in his work. The breaking point happened when his father was injured on the job, with no health insurance or worker’s comp. It left a lifelong impression on Schultz. 奧普拉最近一期《超級(jí)靈魂星期天》（Super Soul Sunday）節(jié)目中采訪舒爾茨，讓我回想起那次采訪經(jīng)歷。奧普拉選擇了同我一樣的主題—咖啡并非舒爾茨激情所在。奧普拉問舒爾茨，他的激情是在咖啡上，還是在“服務(wù)欲望”上？舒爾茨卻娓娓道來(lái)一段家事：舒爾茨的父親一直從事藍(lán)領(lǐng)工作，一輩子沒有找到工作的意義或成就感。后來(lái)父親在工作中受傷，由于沒有醫(yī)療保險(xiǎn)或工傷賠償，家庭陷入困頓。這段經(jīng)歷留給舒爾茨終身難忘的記憶。 “It was not the calling of coffee, but the calling to try to building a company that my father never got a chance to work for,” said Schultz. “When we began Starbucks what I wanted to try to do was to create a set of values, guiding principles, and culture.” According to Schultz, Starbucks was the first company in America to offer comprehensive health insurance and ownership in the form of stock options to all of its employees, including part-time workers. “并非是咖啡的召喚，而是要打造一個(gè)父親從來(lái)沒有機(jī)會(huì)工作過的公司的夢(mèng)想，”舒爾茨說?！伴_辦星巴克，就是想創(chuàng)造一套價(jià)值觀、指導(dǎo)原則和文化?！卑凑帐鏍柎牡恼f法，星巴克是美國(guó)第一家向全體員工提供綜合醫(yī)療保險(xiǎn)以及股票期權(quán)的公司，甚至包括臨時(shí)員工。 Schultz’ consistent message quite likely kept the company from falling apart. Schultz explained to Oprah that in 2007, when he was serving as Chairman (not CEO), sales were plummeting and the stock was sinking. “We had lost our way,” he said. “The pursuit of profit became our reason for being and that’s not the reason that Starbucks is in business…we’re in the business of exceeding the expectations of our customers.” He returned as the CEO because of “l(fā)ove” and “passion” (there’s that word again). Schultz called together 10,000 of Starbuck’s managers to a four-day conference in New Orleans where he acted as communicator-in-chief. His goal? To “inspire” and to challenge employees to be personally accountable for everything at their stores. Ten thousand people left New Orleans with “a tidal wave of energy.” Inspiring communicators have that effect on people. Schultz said that in the last two years, Starbucks has seen record revenue, record profits and a record stock price. 舒爾茨一貫的信息，是凝聚公司的關(guān)鍵因素。2007年，舒爾茨曾對(duì)奧普拉解釋過，當(dāng)他出任公司總裁（而非首席執(zhí)行官），公司銷售出現(xiàn)下滑，股票下跌?！拔覀兠允Я朔较?，”他說道?！白非罄麧?rùn)成為我們的目標(biāo)，而那不是星巴克立身之本……我們要做的就是，超越顧客期望?！背鲇凇皭邸焙汀凹で椤保▽?duì)，又是這個(gè)詞），他重新?lián)问紫瘓?zhí)行官。舒爾茨召來(lái)一萬(wàn)名星巴克經(jīng)理，在新奧爾良連開了四天的大會(huì)，會(huì)上他扮演著溝通總指揮的角色。那么他的目的何在？為了親自“激勵(lì)”并鞭策每位員工，對(duì)店中的所有事情都負(fù)起責(zé)任來(lái)。這一萬(wàn)人離開新奧爾良時(shí)，心中充滿了正能量。激勵(lì)型交流官對(duì)周圍人群就有這樣的效果。舒爾茨表示，過去兩年里，星巴克收入、利潤(rùn)和股價(jià)不斷創(chuàng)新高。 The lesson? What you do is different than what you’re passionate about. Your product is not your story. Your story is how the product improves the lives of your employees and your customers. When I meet a leader for the first time I always refer to my interview with Schultz. “I’m not as interested in what you make as I am in what you’re passionate about. What business are you really in?” 我們能從中學(xué)到什么？你所從事的與你熱衷的，是不同的概念。你的產(chǎn)品并非你的傳奇。你的傳奇應(yīng)該是產(chǎn)品改善員工和顧客生活的過程。當(dāng)與首次見面時(shí)，我總會(huì)提及與舒爾茨的那次訪談經(jīng)歷?！拔覍?duì)你生產(chǎn)什么并不感興趣，相反，我倒是對(duì)你熱衷什么感興趣。你真正從事的行業(yè)是什么？” Inspiring leaders tap into their core principles to reveal their true passion and they share their passion consistently through the stories they tell. “When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible,” Schultz told me. Schultz is proof of it. Tell your story. Share your passion. 激勵(lì)型能通過不斷講故事，切入核心原則，展示真實(shí)激情并與別人分享?！爱?dāng)所有人都為了一個(gè)共同目標(biāo)燃燒激情，還有什么事情是辦不到的，”舒爾茨告訴我。舒爾茨便是這句話的佐證。講出你的故事，分享你的激情。 Carmine Gallo is the communication coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestsellers The Presentation Secrets of Steve Jobs. Carmine’s upcoming book, Talk Like TED, reveals the 9 public-speaking secrets of the world’s top minds. Sign up for Carmine’s newsletter and follow him on Facebook or Twitter. 本文作者為世界知名企業(yè)擔(dān)任溝通教練。他是廣受歡迎的演說家，并有多本著作，包括全球暢銷書《喬布斯的魔力演講》（The Presentation Secrets of Steve Jobs）。即將出版的《像TED那樣演講》（Talk Like TED），將展示全球頂尖人士公眾演講的9條秘密。
You cannot inspire unless you’re inspired yourself. Passion is everything and, as a leader, you must share that passion at every opportunity. I owe Starbucks chairman and CEO Howard Schultz a lot of credit for this insight. He changed the way I look at communication and, as a result, the way I approach the topic of inspirational leadership. 除非會(huì)自我激勵(lì)，否則不可能激勵(lì)別人。激情就是全部，作為，你必須抓住每個(gè)機(jī)會(huì)分享那份激情。這方面我從星巴克總裁兼首席執(zhí)行官霍華德·舒爾茨（Howard Schultz）那里獲益頗多。他改變了我對(duì)溝通的看法，以及對(duì)激勵(lì)型領(lǐng)導(dǎo)力的看法。 I wrote my first book on communication and leadership about ten years ago. Howard Schultz was my first interview. In a two-hour phone conversation Schultz used the word “passion” dozens of times. I had an epiphany when I reviewed the transcript. Not once had he used “passion” and “coffee” in the same sentence. You see, Schultz likes coffee, but he’s passionate about “building a company that treats people with dignity and respect.” He said coffee is what Starbucks makes as a product, “but that’s not the business we’re in.” Ten years after my interview Schultz is still communicating the same message and using guiding principles to inspire his employees and excite his customers. 十年前，我寫第一本有關(guān)溝通與領(lǐng)導(dǎo)力的書時(shí)，霍華德·舒爾茨便是我采訪的第一人。在那次兩小時(shí)的電話采訪中，舒爾茨數(shù)十次提及“激情”一詞。重溫采訪記錄時(shí)，我有所頓悟?！凹で椤焙汀翱Х取眱蓚€(gè)詞，從未出現(xiàn)在同一個(gè)句子中。你看，舒爾茨喜歡咖啡，但是令他充滿激情的是“打造一家尊重個(gè)人的公司”。他認(rèn)為，咖啡是星巴克的產(chǎn)品，“但并不是我們從事的行當(dāng)?！蹦谴尾稍L后十年里，舒爾茨仍在向外傳遞同樣的信息，采用同樣的指導(dǎo)原則，激勵(lì)員工并讓顧客感受驚喜。 I was reminded of my interview when Oprah featured Schultz on this recent episode of her show, Super Soul Sunday. Oprah picked up on the same theme I had noticed—Schultz’ passion is not the coffee. Oprah asked Schultz if he was passionate about coffee or “a desire to serve?” Schultz the storyteller told Oprah about his father who struggled with a series of blue-collar jobs, never able to find meaning or fulfillment in his work. The breaking point happened when his father was injured on the job, with no health insurance or worker’s comp. It left a lifelong impression on Schultz. 奧普拉最近一期《超級(jí)靈魂星期天》（Super Soul Sunday）節(jié)目中采訪舒爾茨，讓我回想起那次采訪經(jīng)歷。奧普拉選擇了同我一樣的主題—咖啡并非舒爾茨激情所在。奧普拉問舒爾茨，他的激情是在咖啡上，還是在“服務(wù)欲望”上？舒爾茨卻娓娓道來(lái)一段家事：舒爾茨的父親一直從事藍(lán)領(lǐng)工作，一輩子沒有找到工作的意義或成就感。后來(lái)父親在工作中受傷，由于沒有醫(yī)療保險(xiǎn)或工傷賠償，家庭陷入困頓。這段經(jīng)歷留給舒爾茨終身難忘的記憶。 “It was not the calling of coffee, but the calling to try to building a company that my father never got a chance to work for,” said Schultz. “When we began Starbucks what I wanted to try to do was to create a set of values, guiding principles, and culture.” According to Schultz, Starbucks was the first company in America to offer comprehensive health insurance and ownership in the form of stock options to all of its employees, including part-time workers. “并非是咖啡的召喚，而是要打造一個(gè)父親從來(lái)沒有機(jī)會(huì)工作過的公司的夢(mèng)想，”舒爾茨說?！伴_辦星巴克，就是想創(chuàng)造一套價(jià)值觀、指導(dǎo)原則和文化?！卑凑帐鏍柎牡恼f法，星巴克是美國(guó)第一家向全體員工提供綜合醫(yī)療保險(xiǎn)以及股票期權(quán)的公司，甚至包括臨時(shí)員工。 Schultz’ consistent message quite likely kept the company from falling apart. Schultz explained to Oprah that in 2007, when he was serving as Chairman (not CEO), sales were plummeting and the stock was sinking. “We had lost our way,” he said. “The pursuit of profit became our reason for being and that’s not the reason that Starbucks is in business…we’re in the business of exceeding the expectations of our customers.” He returned as the CEO because of “l(fā)ove” and “passion” (there’s that word again). Schultz called together 10,000 of Starbuck’s managers to a four-day conference in New Orleans where he acted as communicator-in-chief. His goal? To “inspire” and to challenge employees to be personally accountable for everything at their stores. Ten thousand people left New Orleans with “a tidal wave of energy.” Inspiring communicators have that effect on people. Schultz said that in the last two years, Starbucks has seen record revenue, record profits and a record stock price. 舒爾茨一貫的信息，是凝聚公司的關(guān)鍵因素。2007年，舒爾茨曾對(duì)奧普拉解釋過，當(dāng)他出任公司總裁（而非首席執(zhí)行官），公司銷售出現(xiàn)下滑，股票下跌?！拔覀兠允Я朔较?，”他說道?！白非罄麧?rùn)成為我們的目標(biāo)，而那不是星巴克立身之本……我們要做的就是，超越顧客期望?！背鲇凇皭邸焙汀凹で椤保▽?duì)，又是這個(gè)詞），他重新?lián)问紫瘓?zhí)行官。舒爾茨召來(lái)一萬(wàn)名星巴克經(jīng)理，在新奧爾良連開了四天的大會(huì)，會(huì)上他扮演著溝通總指揮的角色。那么他的目的何在？為了親自“激勵(lì)”并鞭策每位員工，對(duì)店中的所有事情都負(fù)起責(zé)任來(lái)。這一萬(wàn)人離開新奧爾良時(shí)，心中充滿了正能量。激勵(lì)型交流官對(duì)周圍人群就有這樣的效果。舒爾茨表示，過去兩年里，星巴克收入、利潤(rùn)和股價(jià)不斷創(chuàng)新高。 The lesson? What you do is different than what you’re passionate about. Your product is not your story. Your story is how the product improves the lives of your employees and your customers. When I meet a leader for the first time I always refer to my interview with Schultz. “I’m not as interested in what you make as I am in what you’re passionate about. What business are you really in?” 我們能從中學(xué)到什么？你所從事的與你熱衷的，是不同的概念。你的產(chǎn)品并非你的傳奇。你的傳奇應(yīng)該是產(chǎn)品改善員工和顧客生活的過程。當(dāng)與首次見面時(shí)，我總會(huì)提及與舒爾茨的那次訪談經(jīng)歷?！拔覍?duì)你生產(chǎn)什么并不感興趣，相反，我倒是對(duì)你熱衷什么感興趣。你真正從事的行業(yè)是什么？” Inspiring leaders tap into their core principles to reveal their true passion and they share their passion consistently through the stories they tell. “When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible,” Schultz told me. Schultz is proof of it. Tell your story. Share your passion. 激勵(lì)型能通過不斷講故事，切入核心原則，展示真實(shí)激情并與別人分享?！爱?dāng)所有人都為了一個(gè)共同目標(biāo)燃燒激情，還有什么事情是辦不到的，”舒爾茨告訴我。舒爾茨便是這句話的佐證。講出你的故事，分享你的激情。 Carmine Gallo is the communication coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestsellers The Presentation Secrets of Steve Jobs. Carmine’s upcoming book, Talk Like TED, reveals the 9 public-speaking secrets of the world’s top minds. Sign up for Carmine’s newsletter and follow him on Facebook or Twitter. 本文作者為世界知名企業(yè)擔(dān)任溝通教練。他是廣受歡迎的演說家，并有多本著作，包括全球暢銷書《喬布斯的魔力演講》（The Presentation Secrets of Steve Jobs）。即將出版的《像TED那樣演講》（Talk Like TED），將展示全球頂尖人士公眾演講的9條秘密。