Damdandau VTN

_
Bl QJJVET
THANH
CONG
MIKE MERRILL
LOIGIOITHIEU
I Su thanh cong cua mot cong ty la tong the’ cua nhiiu yiu
IAI
to, trong do yiu to quyit dinh phu thuoc vao vai tro cua
ngucri lanh dao. Nguoi lanh dao nhu " thuy&n trudng " , phai
bi t leo lai con tau cua minh vugt qua song gio, bidt dinh
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hudng di khi con tau lac ldi, cung nhu tim moi each de? con
tau vuert qua nhiing chang dudng va dap b£n binh an.
^
Dam ddn dan la quy n sach tap hop nhiing cau chuyen v£
DA
DARE TO LEAD
kha nang, kinh nghiem va bi quyet lanh dao cua 50 giam doc
^
di u hanh ( CEO ) d cac cong ty, tip doan hang diu cua My va
Anh. Trong hi thong quan tri kinh doanh cua My va Anh,
chuc vu giam doc diiu hanh thudng do cong ty tuyin dung tii
bin ngoai theo nhiing tiiu chi khach quan va cong bang, di
giup cong ty phat triin, hoac duy tri su on dinh, hoac giai ciiu
cong ty qua nhiing giai doan khiing hoang. Diiu tiin quyit
cin phai co a nhiing giam ddc diiu hanh nay khong phai chi
la su viing vang vi chuyin mon ky thuat ma con la su khon
kheo, nang luc va kinh nghiim trong quan ly, diiu hanli.
Bien dich: DIEP MINH TAM -TRAN THI BICH NGA
NGUYEN VAN PHUdC (M.S.j Khac vdi nhiing quyen sach khac, quyin sach nay khong di
sau vao ly thuyit quan tri kinh doanh don thuin, ma trinh bay
FIRST NEWS nhiing kinh nghiim lanh dao, nhiing trai nghiim thuc ti ciing
nhu nhiing bi quyit ling pho vdi cac tinh hudng kinh doanh
cu thi. Day khong phai la sach tham khao co tinh hoc thuat
NHA XUAT BAN TONG H0P THANH PHO HO CHI MINH
hoac cam nang xii ly tinh huong, ma la nhiing bai hoc thuc
tidn co gia tri. Hlu nhu nhung con ngudi duoc dd cap trong
quydn sach nay ddu co budc khdi din vdi rit nhidu gian nan,
thu thach. Nhung bang no luc va su phin diu cua ban than,
tat ca ddu trb thanh nhiing nguoi thanh cdng trong su nghiep.
Chuong 1
Didm noi bat ciia nhung nha lanh dao trong quyen sach
nay chinh la dudng loi quan ly " khong di theo loi mon ",
dam nghi dam lam, vuqt len nhiing phuong thuc quan ly
truydn thong, hay quan didm, thoi quen tu trudc ddn nay.
CHI HUY TIT
Nhung nhan vat chinh trong cac cau chuyen da bidt khai pha,
xoay chuydn tinh huong, hoac manh dan xoa bo tat ca dd lam TUYEN DAU
lai tii diu, hay nghien cuu va phan tich ky ludng moi chi tidt,
tinh huong thuc td dd tim ra huong di dung nhat, gop phan
cho su thanh cdng trong su nghiep cua minh. Cuon sach nay
co’ vu cac nha lanh dao ndn chi huy, dung cam di diu trong
moi tinh huong, nhung khong phai bang each nhim mat lidu
linh, ma dua trdn co so nhung thong tin vung chic da nghien
cuu va phan tich can than trudc dd. Dd mdi chinh la ban linh
cua nha lanh dao hien dai.
Ban hay danh chut thcri gian de doc quydn sach dac bidt
nay. Vdi nhiing cau chuydn va tinh huong co that cua nhiing
nha lanh dao hang diu thd gidi, chic chin ban se nhan ra va
nit dio minh duoc nhidu bai hoc va kinh nghiem hiiu ich dd
cd did ap dung thich hop va hieu qua nhit cho nhiing vin dd
va tinh huong xay ra trong cdng tac quin ly va kinli doanh
cua chinh ban.
- First News
DAM DAN DAU! 9 10 DARE TO LEAD!
Lanh dao bang each neu guong

. Hanh khach cua hang hang khong
GlBlU6 dungJetBlue thuomg thiy David Neeleman
phu phan phoi the len may bay,
AIRWAYS*
chat hanh ly hoac chuy£n thuc an vao
khoang may bay. Moi nguoi dac biet chu y dfen David
Neeleman vi ong chinh la Giam d6c Di &u hanh (CEO ) cua
I r J . dt ddn chung diin hinh vi vai trd chi huy tit tuyin dau JetBlue. Thay vi ng6i lam viec an nhan trong van phong nhu
cua cac nha Idnh dao Id trong vu khung bd' bi tham ngdy U /9 / 2001 cac giam doc di£u hanh Jdiac, David thuong ra ngoai tro
a tda thdp ddi Trung tdm Thuong mqi Qudc ti, My . Trong so hang
'
chuyen true tidp vdi hanh khach va giiip do nhan vien. It nhat
tram nhdn viin cuu hoa da hy sinh, cd nam chi huy cap cao cua
mdi tuin mot lin, ong ddu tham gia cung dpi bay cua JetBlue.
So Cuu hoa 'Thanh phi New York . Cd nam nguoi. diu hy sinh khi
Tren mdi chuydn bay, David luon tu gidi tliidu minh va phat
dang dieu hanh cdng tdc di tan nan nhdn bi ket lai trong hai tda bieu ddi ldi, song ong khdng bao gid to ra tu dd cao minh.
nha . Ho xong pha nod tuyin dau chit khdng dung d vi tri an todn Thay vao do, ong tim each tidp chuydn than mat vdi tung
di chi trd hay ra linh cho nhdn vien thi hanh nhiem vu . Trong tan hanh Ichach dd hieu them nhung mong mudn, nhu ciu ciia
tham kick kinh hodng do, ho da trd thanh biiu tupng guong mdu ho. Ong cung danh thdi gian noi chuydn vdi phi hanh doan,
vi ban linh chi huy cua minh . co trudng, tidp vien, nhan vidn co Jdii,... dd cam on moi nguoi
Trong qudn dpi , nguyen tdc ddu tien ma mdt nguoi chi huy nd luc lam viec va nhdn manh ring cdng vide ho dang lam rit
dupe hudh luyen Id phai dnoi tien tuyin . Khdu hieu cua nguoi chi quan trong.
huy qudn ddi la " Hay theo tdi " thay vi " Nay, ede ban, hay tiin lin Khi kd vai sat canh ciing phi hanh doan va sin sang bit
tin cdng ngon ddi phia trude con tdi se giam sat tqi day " . tay vao moi cdng vide, David da cung co tim nhin va dong luc
Nguyen tdc chi huy d tuyin dau trong qudn ddi hoan todn cd lam vide cua moi nguoi cung nhu tao ndn ban sic ridng cho
thi dp dung mot each hiiu qua trong kinh doanh. Niu nguoi Idnh hang hang khdng JetBlue cua minh.
dqo khdng thuc hiin dung vdi nhung nguyen tdc da di ra, thi ho Moi nguoi thuong cho ring mot ca nhin don le kho tao
khdng thi bude nhdn vien cua minh tudn thu theo nhung nguyen ndn chuydn bidn trong mot doanh nghiep Ion nhu thd. Ro
tdc do .
rang la David khdng thd noi chuydn vdi tit ca nhin vidn, lai
cang khong the tidp chuyen vdi moi hanh khach, vi Png con diu bang each luon nit in manh thong
phai didu hanh hoat dong. The nhung, nhring ai tring dupe diep " Khach Hang La Tren Het!". Hai nha
gap go, trd chuyen cung ong ddu nh£c den va danh cho ong sang lap nay da trd thanh huydn thoai
nhung loi tot dep khi noi chuyen vdi nhung ngudi khac. vdi thdi quen xuit hien bit ngd dd
" nhin nhu " nhung ngudi cong su.
David noi: "Toi bidt minh khong the tidp xuc tit ca nhan
vien vdi chi mot chuyen bay mdi tuin, nhung toi muon moi Arthur giai thich: " Day la cong ty cua
nhan vien hilu ring toi tran trong cong vide cua ho, dri do la moi ngudi, va muc tidu cua chiing toi la
cong viectay chan nhu don rac, hut bui, van chuyen ... Nhung dd nhan vidn tham gia vao nhung cuoc thao luan chidn luqc
ai chua duoc gap toi se co dip trd chuyen vdi ngudi da cung nhim xay dung mdi quan hd giiip moi ngudi trd ndn coi md va
lam viec vdi toi tren cac chuyen bay " . than thuoc vdi nhau. Qua dd chung toi co the truydn dat van
hoa cong ty vay tudng kinh doanh ".
Nhung do co phai la vai trd ciia mot giam ddc didu hanh
khong ? Con nhidu cong vide quan trong cin giai quydt hon la Ngay ca khi cong ty dang phat trien manh me vdi gia tri
lam nhung cong viec vun vat nhu the. Sydney Finkelstein, tai san khoang 30 ti dd la, Bemie va Arthur vln tham gia khai
giao su mon quan tri tai Dai hoc Dartmouth ddng thdi la tie giang va kdt thuc moi khoa dao tao keo dai mot tuin cho cac
gia cuon Why Smart Executive Fail, da goi viec nay la " dat kim hoc vidn quan ly ciia hang. Khi quy md cong ty md rong, ca
chi nam vd dao due cho cong ty " . Ong giai thich: " Klii van hai khong the tidp xuc true tidp vdi l ung nhan vidn, ndn ho da
hoa to’ chuc bi sai lac, didu nay se anh hudng khip to’ chiic va xay dung chuong trinh txuydn hinh phat hinh hang tuin cho
phai mit nhidu nim ngudi ta mdi co the nhan ra van de. Ndu mdi dai ly ban hang mang tdn " Didm tam cung Bernie va
kliong duoc chi din ro viec nao la dung muc, viec nao la sai Arthur " dd trd chuyen vdi nhan vidn, nang cao tinh thin cac
trai, thi mot sd ca nhan co the gay ra nhung didu te hai " . cong su, va thong bao cho moi ngudi bidt vd tinh hinh ciia
cong ty. Bernie noi: " Chiing toi tu thidt kd chuong trinh. Ndu
giao cho ngudi lam chuong trinh truydn hinh, co the’ chuong
Song theo nhung chudn muc trinh se chuyen nghiep hon nhung ban se khong truydn duoc
cam xiic va dong luc cho nhan vidn . Toi muon nhan vien
Cho du cong ty co 5 hotc 5 ngan nhan vien, thi cip lanh dao nghe nhung Idi tam su tri chinh chiing toi " .
vln nen dat ra nhung chuin muc cho moi ngudi. Bemie Marcus Sau khi rdi Home Depot, Arthur mua lai dpi bong biu
va Arthur Blank da giy dung Home Depot thanh cong ty hang due Atlanta Falcons, va ong cung ap dung nguyen tic lanh
dao nay di dieu hanh dpi bong tro thanh ciu lac bo the’ thao viic cua ong khong d van phdng, ma d cac cua hang, kho bii,
chuyen nghiep. Khong nhu nhung ong biu khac trong Lien hoac bin van chuyen,... Diiu nay giup Doug nhan dinh ro
doan bong biu due My ( NFL - National Football League ), tinh hinh kinh doanh ciia minh di biit duqc Target phai cai
Arthur thuong xuit hien d trung tim huin luyen di cung ra tloien d linh vuc nao. Chic chin ong khong thi co duqc tint
sin tap luyen va sinh hoat vdri cau thu . Arthur giai thich: nhin chinh xac niu chi dua vio nhung bang bao cao cua nhin
" Ciu thu va ban huin luyen la thanh phin quan trong nhit viin. Diiu quan trong khong kem la nhin viin luon cam thiy
cua mot doi bong. Toi mucin ling nghe nhung nhu ciu, an tim khi biit ong hiiu ro cong viic cua minh.
mong muon that su cua moi ngudi di diiu hanh tot hon " . Khi thiy Dave Gold nhat rac trong bii diu xe, cac nhin
Arthur thuc hien cung mot thong diep nhu d Flome viin cua 99 Cents Only hiiu ring khong mot ngon tit nao d
Depot: " Khach Hang La Tren Met! " . Ong noi tiip: "Toi thuong phdng nhin su kiu goi dong luc lam viic co sue thuyit phuc
noi vdi moi ngudi, tu cip quan ly cho din don vi nhuqng manh mi bing hanh dong do. Du nim trong danh sadi 400
quyin kinh doanh, ring co’ dong viin him mo doi bong mdi ngudi giau nhit nude My do tap chi thuong mai Forbes cong
chinh la ngudi chu that su, vi thi hiy ddi xu vdi ho bing su bo, Dave vin la ngudi diu tiin din vin phdng lam viec sdm
quan tim va ton trong " . Khi danh thu Michael Vick bi chin nhit. Du di co mot doi ngii mua hang giiu kinh nghiem, ong
thuong va doi bong thua lien tiip miy trim, Arthur true tiip vin sat canh lam viec cung di chi bao, hudng din thim cho
dung ra xin ldi co’ dong vien cua Atlanta Falcons. FLiu nhu doi moi ngudi. Bing su tan tim cua minh, Dave dixiy dung duqc
bong nao cung phai trai qua it nhit mot mua thi diu te had, hinh anh diin hinh di nhin viin noi theo.
nhung hiim co ong biu nao du can dam dung len nhan trach
nhiem nhu Arthur.
Song voi ly fudng
Hdnh dong mqnh hon Itfi noi Khi con la thanh viin hoi dong quan tri cua Northwestern
Bell ( hien nay la cong ty thanh viin oia tap doan Qwest),
" Cich nhanh nhit di chuyin tai thong diep din moi Marylin Carlson Nelson di chung lain mot tinh thi khd khin
ngudi khong nim d ldi noi, ma d hanh dong " - Doug Dayton, ciia cong ty.
nha sang lip ddng thdi la giam doc diiu hanh cua Target Northwestern Bell dang trin da phat triin nin tuyin dung
( mang ludi ban le hang bach hoa) di phat bieu. Diy cung va huin luyin nhiiu nha quan tri sang gia nhit di di cac noi
chinh la nguyin tic linh dao cua ong. Phin ldn thdi gian lam
DAM DAN OAU! 15 16 DARE TO LEAD!
lam viec vdi khach hang ldn. Du la thanh vien cua mot cong Marilyn khong chip nhan Idi giii thich tren; ba cho ring
ty ky thuat hang diu, cac nha quin tri nay vin khong duqc day la each giii quyAt vin dA dA dai va chii quan. NAU cin ky
chip nhan gia nhap vao Ciu lac bo Rotary nAu ho la phu nu nang vA tai chinh hoac thi trudng chiing khoin, bit cii ai cung
hoac thupc thanh phAn dan toe thieu sd ( ngudi da den, da do co thA hoc them . Marilyn quyAt dinh xiy dung mot chuong
hoac ngudi nhap cu ) . Khi Hank McConnell, giam ddc diAu trinh phat triAn cip lanh dao nhim chuin bi nhung ky nang
hanh cua Northwestern Bell, du dinh se de doa cat ngudn tai chuyen mon cin thiAt cho nhan vien cip trung dA dA bat ho
trq cua Bell cho to’ chuc nao khong chip nhan phu mi hoac len vi tri cao hon.
thanh phAn thie’u so, nhiAu thanh vien trong hoi ddng quin KAt qui that phin khdi. Hien nay, 40% vi tri cip cao a
tri phan ung du doi: " Khong the dupe! Anh khong the gay nii Carlson Companies do phu nu hoac thanh phin thiAu so
ro cho cong ty. Bay gid diua phii luc hanh dong nhu thA! nim giu. DiAu quan trong khong kem la thanh phin quin tri
Hank vin tiAp tuc tranh luan vdi Cau lac bo Rotary va vdi cip trung va cip cao co co hoi md rong kiAn thuc chuyen sau.
hoi ddng quin tri cua cong ty nhlm gianh quyAn led cho Marilyn noi: " Mdi ngudi trong chiing ta phii canh tranh vdi
nhan vien cua minh. Cuoi cung, cau lac bo Rotary phii nhung bo oc gidi nhitthA gidi. Trong thdi buoi nay, chitxam
nhupng bo, sura doi diAu le, md rong canh cua trude do ddng dang dupe phat huy khip thA gidi. Ro rang nhung bo nao
kin chi vi ly do gidi tinh hoac chiing toe. tliong minh khong phii liic nao cung xuit phit tut mot mau
Khi da trd thanh giim doc diAu hanh cua Carlson da, gidi tinh hoac chiing toe dac biet nao " .
Companies, Marilyn bit diu thuc hien nhung y tudng ma ba
ip u tu lau . Vdi nhung thuong hieu noi tiing nhu nha hang
TGI Friday's, Khach san Radisson, Carlson Travel Network va Nhflp cuoc
nhom cong ty Thomas Cook, Carlson Companies da co tong
Ban khong thA tao niAm hung klidi cho cong ty nAu ban
cong 190.000 nhan vien tren toan ciu. Marilyn nhan thAy
chi ngdi trong van phong soan thio van bin hoac viAt bin tin
mac du co nhidu phu nu hoac thanh phin thidu so du nang
cho gidi truyAn thong. Cach duy nhat de lanh dao hieu qui la
luc de dim nhan vi tri cip cao, nhung rit it ngudi trong sd ho
song dung theo nhiing nguyen tic, chuin muc ma ban muon
dupe dd bat. Ly le dupe dua ra trong moi trudng hop thuong
chuyAn tii.
la do ho thiiu nhung ky nang cAn thiet nhu " Co ay khong co
kiin thuc vi tai chinh" hoac " Ong Ay khong biit nhiAu vA thi Bing cich khong ngung cung co thong diep cua minh,
trudng chung khoin ", ... Bernie va Arthur da gay dung Home Depot thanh mot tap
DAM DAN DAU! 17
doan tri gia gin 30 ti USD. Hien Home Depot dupe xem la
mang ludi ban le ldn nhit thi gidi, vdi 1.900 aia hang cac
loai. Din cuoi Mm 2004, doanh so cua mang ludi dat tren 73
ti USD.
Doug Dayton ciing chi huy d tuyin diu khi leo lai Target
Chuong 2
tlianh tap doan hang diu vdi mang ludi ban le hang bach hoa
toa rong.
Trong ltic cac hang hang khong khac bi khon don, David
Neeleman da tao tim guong sang khiin cho nhan vien hung
CHUYEN HUONG
klidi va hanh khach hai long, giup JetBlue tiin ldn trd thanh
mot hang hang khong co lpi nhuan cao nhit nude My chi
KHI GAP KHO KHAN
trong vong mot nam.
Bac thiy trong nganh cong nghiep quang cao Carol
Williams da phat bie’u kha chinh xac: " Nhidu ngudi nhim
lin giiia hai khai niem ' quan ly' va 'lanh dao'. Co mot
khoang each nhit dinh giiia chung. Ban quan ly giiy td,
nhung ban lanh dao con ngudi ".
Di tim vung dot trong

4P Wal-Mart, Sam
WALLOW*MART Walton chu dong ne tranh nhung
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ALWAYS PRICES.
% tmng m6
d6
^ ^^ ^
cua hang d nhung thi trin dudi 35
ngan dan. Chidn luge nay khong lien quan gi ddn kdt qua
nghien ciiu thi trudng hoac tham dd thi hidu ciia khach hang
ma vi dd la nhung noi PCPenny chua kip ben rd ddn. Bing
i VI or trong nhung nguyd tac cdc nha qudn su khi cdm each nay, Sam Walton da tung bude giy dung mot thuong hieu
qudn giao chid trd chid trudng phai nam vung Id chuyen qudn thanh cong. Ne’u doi diu vdi PCPenny, hin lich su cua Wal-
di vdng qua vi tri chong trd du doi ala dich thu . Lich su cho thay Mart da di theo chidu hudng khac.
nhieu dodn qudn da chid thing bang each di vdng qua suin Dan Firestone, nha sang lap va la
dich thay vi ddnh true did . Hdnh dong nay se giup cung co luc
luomg di vide tan cong cdc 6 khdng cu sau do di dang va it bi tin somera
e q u i p p i n g n e t w o r k s lot l i f e
giam doc didu hanh cua cong ty
thidt bi vidn thong Somera, cung
thdt hem. ap dung chidn luge ne tranh doi
Nguyd tac nay cung dung trd thuemg truing. Doi dau v&i thu canh tranh d hai phuong dien. Mac du bidt ring viec ban
mdt doanh nghiep da co vi the vung vdng co thi la con dudng thiet bi vidn thong cho nhom khach hang doanh nghiep
nhanh chong dAn dd tham hoa. Neu phai doi mat vdi tinh the mang lai nhidu lgi nhuan hon, nhung ong vin lo ngai ring
nay, thay vi ci tdh edng true did , ban hay chuyd hu&ng tap trung khi rao can jam nhap thi trudng khach hing ldn giam di,
vdo nhung linh vuc ma dii thu da bo sit hodc khdg quan tdm dm. thidt bi se nhanh chong trd thanh hang hda thong dung va
Trong nhieu truing hap, viec ne trdnh doi thu dem lai hieu qua tich Somera se mit vi thd canh tranh dac bidt. Hon nua, thi trudng
cue dd khdng ngi, giup ban mi mdt hu&ng di thanh edng ridg co sd ha ting vidn thong luc iy dang nim trong tay nhidu
md khdng phai buac theo dd'u chdn nguii khac. doanh nghiep khdng lb nhu Lucent, Nortel va Cisco. Bidt ring
day la cuoc chidn kho khin, Dan leo lai doanh nghiep sang
linh vuc thidt bi vidn thong da qua su dung - linh vuc khdng
ai quan tim ddn . Dii thi trudng nay nho hon va cac bo tong
dai da qua su dung trong khong duqc in tuqng, bat mat Trong khi dang tim y tuong de doi pho, Joe nhan ra co
nhung do co it doi thu nen Somera hudng duqc ty suit lori hai xu hudng hoi tu nhau. Trude 't he chien thu 11, chi co 1%
nhuan cao hon. dan so My tot nghiep dai hoc. Vdi chinh sach hd trq cuu
Bang each nay, Dan da khai thac vung dit trong tren chidn binh cua chinh phu , nen nhidu ngudi da tot nghiep
thuong truong va gay dung Somera thanh mot tap doan vidn dai hoc, vi vay so dan co trinh do hoc thuc ngay cang tang
thong tri gia 200 trieu dola. Giong nhu Sam Walton da ne cao . Xu hudng thu hai la su phat tri£n ciia nganh hang
tranh PCPenny, ndu Dan co canh tranh vdi Nortel va Lucent khong, co nghia la gid day nhidu ngudi co the den nhung
ngay tren lanh dia cua dbi thu thi kdt qua hin da hoan toan noi ma the hd trude chi bidt ude mo, nai do hq duqc tidp
doi khac. c n nen van hoa mdi, kham pha cuoc song mdi va ca
|
thudng thuc nhung thuc an mdi. Joe nghi: " Ndu tim ra each
dung hoa hai xu hudng nay, minh se trd nen giau co " . Ong
Cam an 7- Eleven! hifo rang ndu muon canh tranh thanh cong vdi 7-Eleven,
Pronto Markets phai phat tridn vuqt tim muc mang ludi
Khi Joe Coloumbe khdi diu giy ciia hang tien dung, phuc vu so dan co hoc thuc va khai
TRADE R JOE S dung Pronto Markets 0 rnidn Nam thac nidm dam md kham pha van hoa mdi. Joe chuydn
bang California nam 1958, loai Pronto Markets thanh mot khai nidm thuong hieu mdi -
hinh ciia hang tien dung con tuong dbi mdi me. Quy mb cua Trader Joe's.
Pronto Markets con kha khibm tbn, nhung cong ty vin dung Dd tao ra net quydn ru mang phong each du lich kham
vung do doanh thu tuong dbi bn dinh. Nam 1967, trong mot pha nhung vung dit la, Joe su dung gd cay tung dd lat ndn cac
chuydn cong tac ddn Dallas, khi tinh ccr nhin thay mot cua cua hang va tao khung canh nhung chuydn phieu luu trbn
hang 7-Eleven, Joe cam nhan ngay mdi nguy hiem trude mat. bidn diy in tuqng. Quan ly ciia hang duqc goi la " thuydn
Khong chi vi cua hang 7-Eleven tao an tuqng tot hon do co trudng ", trq ly duqc goi " thuydn pho ", va tit ci nhung
nhibu hang hoa vdi gia ha, ma Southland Corporation, chu " thuydn vien " diu mac ao co hoa van sic sd dac trung cua dao
nhan cua 7-Eleven, con co tibm luc tai chinh rat manh. Hawaii. Ong cung ap dung each mua sim mdi. Ihay vi ban
Pronto Markets chac chan se gap khon kho mot khi 7-Eleven cung mon hang vdi gia nhu a 7-Eleven, Joe tim kidm nhung
dat chan dbn California. Viec nay chac chan se xay ra, khong mat hang ha gia, rdi mua vao vdi so luqng ldn nhit ma kha
sdm thi muon . nang tai chinh cho phep.
Trong khi ciia hang tien dung ban nhung loai san phim quyit dinh no luc ting so luqng hang hoa ciia Trader Joe’s
thong thuong nhu sua, banh mi va keo, chiing loai hang hoa mang thuong hieu rieng.
ciia Trader Joe's da dang va phong phu hon, ke ca bit tit cho Dudi quyin diiu hanh ciia John, ngiy cang co nhiiu mat
phu nir, dan siing san, cEa nhac... hang mang thuong lrieu rieng, hien nay dat muc 85% so mat
Vao tliap nien 1970, Joe Jdnh doanh them ruqu vang, tif >p hang bay ban (15% con lai la bia va mqu vang ), so vdi 14%
tuc chiin luqc lung sue cac thuong hieu mqu co gia ha va mua tai sieu thi. San phim ciia Trader Joe's mang nhung ten nghe
voi so luqng ldn di duqc gia thip nliit. Ciia hang ngay cang hip din doi vdi gidi tieu dung My: Trader Giotto's, Trader
ldn manh va Trader Joe’s trd thanh mang ludi ciia hang Jacque's, va Trader Ming’s.
chuyen ban thiic in va ruqu vang vdi gia ha. '
them mot yiu to giup Trader Joe's thanh cong la dng
Vao nam 1987, Joe mdi Jolm Shields, ban ddng mon cung khong ngiing md rong va xiy dung moi quan he tot dep vdi
hoc Dai hoc Stanford, giii chiic giam ddc diiu hanh. Trudc do, nha cung ung khip noi. John giai thich: " Cin phai diu tu
John da cung tham gia tu vin, soan thao chi in luqc phat triin nhiiu trong viec tao dung moi quan hi lam an vdi nha cung
cho Trader Joe's ngay tu nhung ngay diu thanh lap nen khong ung, phat trien san phim va nhung cong viec tuong tu, vi thuc
xa la gi vdi cong ty. Khi chinh thiic nhan chiic vu diiu hanh, su do la cac khoan diu tu sinh ldi. Chiin luqc nay cung tao
John nhan thiy mot kho khan him in khac - ap luc vi gia ca. nen thi dung vung chic tren thuong trudng " .
Song song vdi hanh trinh tin cong vao thi trudng khach Di tao ban sic rieng, Trader Joe's ap dung chiin thuit tim
hang co trinh do hoc thiic de ne tranh 7 -Eleven, "con tau " kiim vi bo’ sung vao kho tang im thuc. Vai mon hang luon
Trader Joe’s lai giong budm tiin din canh tranh vdi sieu thi. duqc du tru di bay ban, va vai mon khac thay doi theo mua,
Cho du luc nay Wal-Mart chua ban hang tap hoa, nhung co hoic theo ngudn hang. Luc nao ngudi tieu thu cung co thi
nhiiu mang ludi ldn khac dang ban hang vdi so luqng ldn tim thiy loai banh mi toi ma ngudi din vung Nam A thuong
theo gia si. Trader Joe’s ciing dang ban hang gia ha, vi thi se dung, hoac san phim tu a-ti-so hay tit qua mimxoi... Mot ciia
bi anh hudng dang ki vi lqi nhuin. Nhan thiy nguy co dang hang tieu bieu ciia Trader Joe's thuong bay ban khoang 2.500
din gin, John leo lai " con tau " Trader Joe’s ne tranh doi thii chiing loai hang hoa, so vdi 25.000 loai hoic nhiiu hon d
lin niia. sieu tlii. Tieu chi kinh doanh ciia Trader Joe’s la chi ban san
Da nliiiu lin din mua sim or Marks & Spencer - mang phim co chit luqng cao vdi gia ha. Niu khong tim duqc
ludi trung tim bach hoa noi tiing a Anh ban nhung thuong ngudn cung cip san phim vdi gia ha hon so vdi sieu thi,
hieu rieng, John that su thich thii va ni phuc y tudng nay, dng Trader Joe’s se khong ban.
Tom lad, bang each tranh doi diu vod 7-Eleven, Joe anh vin tiip tuc lam viec con Janie thoi viec vao nam 1988 di
Coloumbe biin Pronto Markets thanh Trader Joe's, phat triin cham soc hai con nho va toan tarn lo cho cong ty trong thdi
y niem kinh doanh khi ong md rong mang luoiban hang. Sau Icy phoi thai. Din nam 1991, sau khi tich luy duqc mot so von,
do, John Shields mot lin nua leo lai con tau cua minh ne Victor nghi viec va dam nhan chuc vu giam doc diiu hanh;
tranh su canh tranh, md rpng dong san pham cd thuong hieu con Janie, vdi vai tro pho chu tich phu trach phat triin kinh
rieng thanh diu in cua Trader Joe's hien gid. Cung luc, tu 27 doanh, chiu trach nhiem md rongmang ludi khach hang tren
cua hang doc bd biin miin lay (cac bang Washington, toan nude My.
Oregon va California, nim ven bdThai Binh Duong), ong md Vi la cong ty mdi thanh lap va tiim luc tai chinh con
rong thanh 174 cua hang khlp nude My trong vong 10 nam, mong, nin Janie va Victor tu biit minh khong thi canh tranh
vdi doanh so hang nam tu 132 trieu do la tang len 2 ti do la. noi vdi Cisco - mot dai gia trong nganh, nin hai ngudi ddn
Cd nhiiu yiu td dong gop vao thanh cong nay, nhung quan moi no luc cho thi trudng mang gia dinh.
trong hon la ca kha nang leo lai tranh canh tranh doi diu
bang each tao dung sac thai die biet cua Trader Joe’s; diiu nay Vao thdi diem nay, hi thong mang gia dinh hlu nhu chua
da khiin moi ngudi trd nen yeu quy va trung thanh vdi cd mat tren thi trudng. San phim diu tiin cua ho la
thuong hieu. MultiShare, mot thiit bi kit noi nhiiu may vi tinh vdi mot
may in. Vdi da tang trudng cham chap nhung chic chin, Janie
va Victor tai diu tu tu doanh thu, va din din Idling dinh vi
Pi vong quanh doi thu canh tranh thi trin thuong trudng. Din nim 1994, sau 6 nim lam in,
cuoi cung Victor va Janie di chinh thiic linh luong cua cong
Hai thap nien sau Ichi rdi Dai ty. Luc nay cong ty Linksys cua ho cd doanh so hang nim 6,5
I KIKeXB
I Loan din dinh cu d My, Janie va trieu dola vdi 55 nhan vi£n. San pham cua Linksys diu yiu
A Division or Cisco Systems, Irta Victor Tsao thanh lap cong ty duqc ban qua cac catalogue cong nghi cao nhu Black Box va
rieng Ichi Victor da 37 tuoi con PC Connection.
Janie da 35 tuoi. Vi cd mdi quan he vdi nhiiu cong ty san xuit Linksys phat triin nhanh tu nim 1995, khi Microsoft phat
d Dai Loan, nen hai vq chdng quyet dinh san xuit thiit bi hanh Windows 95. Trudc thdi gian nay, khach hang su dung
mang vi tinh de cung dip cho thi trudng My. san phim cua Linksys phai cai dit mot phin mim de noi cac
Janie va Victor diu lam viec linh vuc cong nghe
trong may vi tinh vdi nhau. Windows 95 cd sin chuc ning noi
thong tin. Nhung thu nhap cua Victor on dinh va cao hon nen mang, giup ngudi su dung cd thi di dang cai dat d nha. Cung
luc do, Janie kien tri thuyit phuc cac cua hang ban le trung Mot cau chuyen thanh cong kliac ciia Linksys phat sinh hr
bay sin pham Linksys. Janie va Victor tiip tuc phat triin them mot tinh huong tubng nhu la tai hoa. Lap lai chiin luqc ne
san pham phin cung dua tren nhung phin mim co sin ben tranh canh tranh dbi diu, Linksys ban thiit bi cau din qua
tin truong, nhung chu trong vao dong san pham don gian va Canada trong khi cac hang dien tu Ichac bo qua thi truong nay
di sii dung. Doanh so tang vot, dat 21,5 trieu dola nam 1996 vi so khong tuong thich. Thi nhung khi lb hang thiit bi ciu din
va 32,1 tribu dola nam 1997. diu tien duqc gbi di, Linksys tbi tip nhan loi than phiin tir
Theo da phat tribn ciia thi truong mang bang thong rong, khach hang. Thiit bi ciia ho khong tuong thich vbi he thong
san pham cua Linksys ngay cang da dang. Din khi ngubi tieu ciia Rogers, mot doanh nghiip viin thong Canada. Victor voi
dung chuyen qua duong truybn cap va mo-dem duong truybn gui mot nhom nlian vien ky thuat din Canada. Nhom ky thuat
thue bao dang ky thuat so DSL, Linksys d vao vi the thuan lqi nay thue bao hin mot duong truyin DSL noi true tiip vbi
di mb rong dong san pham. phong ldiach san ho b. Sau vai tuin lam vibe miet mai tai khach
san, nhom nhan vien da tim ra nguyen nhan ciia vin di va bien
Budc ngoat ciia Linksys la vao nam 2000. Trong nhibu phap khic phuc. Viec thoat nan lin nay tao them mot led thi
nam, cac nha nghien cuu thi truong da tien doan su bung no’ khac: linksys duqc xem la nha sin xuit duy nhit co thiit bi
ciia viin thong bang rong. Nhibu cong ty doc sue diu tu theo tuong thich vbi he thing viin thong cua Canada. Linksys cim
chieu huong nay nhung da bi vo no vi di£ u hen doan da chic trong tay phan thing khi tiin vao thi truong beo bb nay.
khong xay ra. Khi thi truong din phat trien, cac nha phan
Trong vong 15 nam, Janie va Victor da tao dung mot cong
^
phoi ban le dd nghi Linksys san xuit thi t bi ciu dan de giiip
ho gia dinh da co duong truy£ n cap va mo-dem DSL co thb ty thanh cong bong linh vuc noi mang gia dinh. Quyit dinh
tranh canh tranh doi diu vbi Cisco ciia ho cuoi cung da din
^
k t noi vbi mang internet. Luc nay, Cisco da thong linh thi
truong thiet bi ciu dan, nhung loai re nhat co gia len den 500 den mot bubc ngoat thii vi. Khi Cisco mb rong sang linh vuc
USD; ma each su dung lai phuc tap. Vln chii tarn vao thi noi mang gia dinh vao nam 2003, ho quyit dinh mua lai
truong gia dinh, Victor ktd hop vbi cac nha san xuit b Dai Linksys vbi gia 500 trieu USD .
Loan del phat trien mot thiit bi ciu din di sir dung nhim kit
noi bon thiit bi dung trong gia dinh. Sin phim ciia Linksys
di kem mot chuong trinh don gian huong din khach hang cai
Mg mat tran mai
dat tung bubc, va diim dac biet nhit la gia chi co 199 USD.
Ne tranh dbi thii khong phai la chiin luqc chi gibi tian
Doanh so bung no len din muc 206,5 trieu USD.
bong thbi gian khbi diu. Mot cong ty da vung vang vin co the
sii dung chi in luqc nay da canh tranh hiiu hieu thay vi dam dich vu khong tuong thich vdi ha thong ban hang ciia Wal-
bo vao doi thii nhu va vao mot buc tuong. Mart. Bing each ap dung chian luqc "danh vao noi dich thu
Khi Procter & Gamble (P&G ) mua lai cong ty san xuit ving mat " , PETCO chip nhan nhudng thi phin vai loai san
thuc in cho thu cung lams vao nam 1999, ho da lam lung lay
phim cho Wal-Mart, ddng thdi nd luc md rong qua nhiing
PETCO va PETsMART - hai mang ludi ciia hang san phim linh vuc ma Wal-Mart khong lam duqc.
cho thu cung dang chidm llnh phin ldn thi trudng thiic an Wal-Mart co tha ban thiic an cho cho Old Roy va lams,
cho cho d My. P& G quyit dinh tang doanh thu bang each nhung ho khong the cung ling dich vu chai long, thu y, hoac
ban san pham ciia lams d cac ciia hieu tap phim va mot so huin luyen cho chd . Ngay ca niu Wal-Mart cd tha lam duqc,
ciia hang khac, khien cho PETCO va PETsxMART bi khon don. luat y ta cung cim md nhiing dich vu nay tai noi bay ban thuc
Nguy co cang ldn hon khi co tin Wal-Mart du dinh cung se pham . Theo da tiin lan, PETCO con md rong tham cac mat
bay ban san pham cua lams. Cung nhu vdi nhidu mat hang hang cao cip, tu trang phuc, nha tni mua nlng din hang tram
khac, Wal-Mart da la mang ludi ban thuc an cho thu cung mon dd choi cho chd. Cac ciia hieu ciia PETCO cung cd dich
ldn nhat d My. vu tia clt long va mong, huin luyan, nhan ky gdi, mua ban,
Khong lau sau , PETCO va PETsMART con nhan tin tham chi bay ban ca canh danh cho thu cung,...
khac te hai hon. Khi di mua thiic an cho thu cung, khach & PETsMART nhanh chong nhan ra
hang thudng mua them nhung san phim khac lien quan .
Va di nhien niu khong co muc dich mua thiic an cho thu
PET&MART tinh hiau qua ciia chian luqc nay
nan cung ap dung theo nhung tap
cung, ho se khong mua nhiing san pham lidn quan do . trung vao ddng san phim va dich vu cao cip. Ho lap chuong
_ Da chong lai vide Wal-Mart xim trinh hd trq ky thuat cho chii nuoi, cii ddi ngii chuydn vidn
J P E O M lin thi phin, hai mang ludi ciia

hang thu cung nay ap dung nhiing
lanh ngha giai dap moi thic mic ciia khach hang. Cung luc,
ho nang cip nhidu co sd cung cip dich vu cham soc lam dep
cho thii cung. PETsMART con tiin mot bude xa hon khi hop
^
chidn luqc khac nhau. PETsMART quy t dinh bam tru va
chong do bing chi £n luqc " gia re mdi ngay " . Con PETCO thi tac vdi Benh vien Thu y Banfield ( Banfield Animal Hospital )
nguqc lai, tim each ne tranh ddi thu tuong tu nhu each Trader da md trung tarn thii y tong quit. Su hop tac nay that su hiau
qua cho ca hai ban. Khi khach hang mang thii cung din chiia
Joe’s tranh doi diu vdi 7-Eleven. PETCO chinh don lai vi tri
tr£n thuong trudng, chii trong ddn san pham cao cap cho thu tri, ho sd duqc cac bac si hudng din mua san phim cin thiat
nuoi ma Wal-Mart khong quan tarn dan, va cung ling nhiing d ciia hang.
Vdi chiin luge mdi, ca PBTCO va PEisMART nhanh David Neeleman cung ap dung cung chien luge nay khi
chong thoat khoi tinh trang song gio va tru vung trd lai. Wal- thanh lap JetBlue, vdi doi may bay din California qua nga
Mart khong con la moi nguy hiim niia. Nguoc lad, ca hai Long Beach thay vi phi trudng qude ti Los Angeles, va
mang ludi diu cai thien ty suit lgi nhuan sau khi mit doe Oakland thay vi phi trudng quoc te San Prancisco. Khi JetBlue
quyin doi vdi thuc an cho thu cung lams. ky thoa thuin vdi Long Beach, diy chi la phi trudng dia
phuong. Cac hang hang khong khac diu bay qua Los Angeles
di tien kit noi cac chuyin bay. David Neeleman khong lam
Dung cgnh tranh tren lanh dja nhu thi vi ong tin vao lgi thi cua minh la gia vi ha; hon nua
tiia doi thu ong khong muon phai canh tranh doi diu vdi doi thu d Los
Angeles.
Ngoai viec tranh doi dau dua theo chiin luge, ban ciing Sau khi JetBlue bit diu hoat dong tu Long Beach va thiit
co the tranh ne vi mat dia du. Khi thiit lap hang hang khong lap mot diu ciu cho lo trinh hang khong gia ha, hang hang
easyjet nim 1995, Stelios Haji-loannou quyit dinh chgn phi khong American Airlines mdi nhan ra la hp cung thuc su cin
trudng Luton, each London 50 km vi hudng Bic lam trung nhiiu chuyin bay tu Long Beach. Nhung ngay ca khi da co
tarn hoat dong. Phi trudng Heathrow hoac Gatwick d London mot so bin do d Long Beach, American Airlines vin con Id vi
thuin tidn hon cho hanh khach, nhung ca hai phi trudng nay
co co ciu chi phi cao hon, trong khi JetBlue co dugc lgi nhuan
diu do British Airways kiem soat va tinh phi cao hon. Luton vung chic.
d xa hon, nhung Stelios biit chi phi thip se giup tiit kiem cho
hanh khach. Ong cung hiiu ring canh tranh vdi doi thu tren Chiin luge tranh ne doi thu canh tranh vi dia du khong
lanh dia cua hq se gip nhidu kho khan hon. phai la mdi la va nhiiu ngudi cho ring do la diiu khong thiit
thuc. Niu Stelios quyit dinh thuc su cin tliiit phai su dung
Dd thuydt phuc hanh khach chip nhan mot so bit tien de
phi trudng Heathrow hoac David Neeleman quyit dinh thuc
khdi hanh tu Luton, Stelios dat gia ve 29 bang Anh di Glasgow
su can tliiit phai su dung phi trudng Los Angeles, thi hq se
mot chiiu vdi tieu di quang cao: " Di Scotland vdi gia ve bing
canh tranh nhu thi nao vdi miy ong ldn ? Luc do, mdi doanh
mot chiic quin jeans. " Nhiiu ngudi du doan ring se ching co
nghiep se trd thanh mot con ca be trong cai hd diy ca map,
ai chiu bay tu Luton ca. Thi nhung, ho di sai lim. Gia ve ha
va khong doanh nghiep nao co thi ap dung gia vi ha va bay
co siic hip din vo cung ldn, ngay ca doi vdi gidi doanh nhin .
xung quanh cac doi thu canh tranh khong Id .
the la easyjet cit canh thanh cong chuydn bay diu tien.
Nguyen tic nay cung co the’ ap dung cho cac nganh Cung nhu Outback Steakhouse va Trader Joe’s, easyjet va
cong nghiep khac. Doi vdi cac nha hang an uong va ciia JetBlue da di nguqc lai nhung kinh nghiem ldnh doanh bang
hang ban le, bi quyit thanh cong tu trudc din gid vin phu each chip nhan nhung bit tien da chon dia diim it ton kem
tliuoc vao dia diem . Tha nhung ca Outback Steakhouse va nhim giu chi phi thap.
Trader Joe's diu chon dia diem tranh xa khu vuc dong dan . Hay nhan biet diim manh cung nhu diarn yiu ciia ban
Vi tri nay tuy lam khach hang di chuye’n bat tien mot chut de chon chian luqc canh tranh giup ban gianh phan thing
nhung it ton kern hon. Ca hai thuong hieu nay diu da co trong cuoc chian voi nhung ddi thu khdng Id.
tieng tarn va co khach hang trung thanh, vi the khu vuc
trung tarn khong phai la diiu toi quan trong. Khi chon vi
tri it ton kem, ho co the giu chi phi di£u hanh d muc thap,
tao ty suat lqi nhuan cao sau khi da san se phin tiat kiam
chi phi cho khach hang.
Chi nen lieu Imh dung cho

Khi ban bi lep va va tiam luc tai chinh hoac nhan su, tranh
ne la chian luqc khon ngoan. Ban da thay khi tranh canh
tranh vdi 7 -Eleven va sau nay vdi cac siau thi, Trader Joe's da
phat trian va din cai thien, trd thanh mot mang ludi ban le
co phong each hoan toan mdi.
Khi PEICO va PkTsMART doi dien vdi tham hoa, ho
tranh cuoc chiin khic nghiet vdi Wal -Mart bang each chu
trong din mat hang cao cip va tao tham dich vu doc dao, nhd
do da gia tang lqi nhuan. Tinh tha lrho khan va tinh canli
tranh khde liet da tao co hdi cho ho chuyen doi theo chiau
hudng thuan lqi.
DAM DAN OAU! 39
Chuong 3
DON BAY Y TUONG I Idu nhu cac. cdng ty diu bi gi&i ban ve van de ngudn luc.
Kiuc do doanh thu tang phu. thudc vdo nguon luc tai chink , ihdi
gian va nhdn luc md cdng ty co kha nang cung cap. Tren thuc t$,
nhieu cdng ty dang tren dd phat triin thucmg Idm vdo tinh trang
kho khan ve ddng tien vi luc nao ho cung cdn co them tiin de dap
ting nhu cdu tang trudng. Niu buoc ra khoi Id'i mdn va nhin lai van
de theo mdtgoc khac, ban se thdy dieu nay khong him luc nao cung
dung. Dieu gi se xay ra neu ban co the huy ddng tat cd dd'i thu canh
tranh di ho tiep thi va tieu thu sdn phdm cho ban ? Hodc thdm chi
sdn xudt sdn phdm cho ban ? Diiu gi se xay ra neu ban cd the gia
tang doanh thu len 1% md khong cdn bo thdm dong nao de mua
nguyen vat lieu hodc thiit bi, hodc khong phai tra them mdt ngdy
cdng nao ? Nhung dieu do chink la dim bay y tucmg.
Nguyen tac cua don bdy kha dm gidn. Cung gid'ng nhu dung
TO
kich de ndng chiec xe len thi di hm Id dung sue nguiri , don bdy
tiim luc cd thi giup ban phat triin thumg hieu va gia tang doanh
thu md khdng cdn md rdng qua miic quy md cua cdng ty. Vi du.
thucmg thdy cua ddn bdy Id vide nhuqng quyin kinh doanh (fran-
40 DARE TO LEAD! DAM DAN OAU! 41
chising ) . Thay vi tu phdt trien bang noi luc, McDonald dung don mdi nam hang trieu lit bia vdi chit luong chip nhan duoc
bdy thuong hieu di nhuc/ ng quyin kinh doanh cho hang ngdn ngubi nhung khong phai la loai ngon nhat. Cac co sd nho ap dung
khap the gidi ma nha hang . Ron Joyce cung lam nhu vdy vdi Tim phuong phap thu cdng, nen bia cd huong vi ngon nhung so
Hortons khi mb them nhieu cua hang theo phuong thiic nhuang luong han did va chat luqng kem on dinh. Phan ldn cac co sd
quyen kinh doanh. Nguyen tdc nay ding dung trong nhihi ngdnh nho bi gidi han vd tai chinh nen ho su dung thidt bi lac hau
cdng nghiep khac. Tim diim tua cho don bdy co the dem dm cho va gap kho khan trong vide dam bao chat luong. Theo ldi Jim:
ban lei tMcqnh tranh trong nhung linh vuc ma ban khbng nga tdi . " Nghd nau bia doi hoi lieu chuan cao vd ve sinh va kiem soat
chat luqng ciia quy trinh san xuat. Ban khong thd lam bia
bang loai thung lay tu trai bo sua va su dung day chuydn dung
Luc don bdy trong chai de’ dong chai nude soda " .
Vdi Sam Adams, Jim muon tao nen mot loai bia cd chat
Jim Koch, chang trai co tarn bang
luqng cao, dn dinh va san xuat vdi sd luqng ldn. Vi chat luqng
SAMUEL MBA ciia Dai hoc Harvard, da lam
la ydu ciu chinh ydu, tidp theo mdi la muc tang trudng, thi
nhidu ngudi ngac nhien khi tuyen
viec phai xay dung nha may mdi va diu tu vao thidt bi hien
bo ring anh sd rdi bo cdng viec tu
dai la mot giai phap hop ly. Nhung anh lai quydt dinh khoan
van vdi thu nhap 250 ngan do la mbi nam dd md nha may toan bo khau san xuat bia cho ngudi khac de ddn sue cho vide
bia. NSm 1984, anh thanh lip cdng ty Boston Beer vdi sd vbn
dam bao chat luqng.
140 ngan do la tit tidn danh dum, cong them 100 ngan do la
phan him cua ban be, va vdi cdng thuc nau bia do ong to’ nam
the he trudc cua anh truydn lai. Jim con khidn cho nhidu Tim diem tua don bdy cho chat luong
ngudi ngac nhien va sung sot hon khi anh dat ten thuong
hieu bia la Samuel Adams Boston Lager (goi tat la Sam Vdi lgi thd la nim trong tay cdng thuc nau bia gia truydn
Adams ), va dua ra mot quyet dinh di ngugc nguyen tac truydn va kinh nghiem trong nganh san xuat, Jim cd y nidm kha ro
thong, nhung cuoi cung lai dong vai tro chii ydu cho su thanh rang khi chon ngudi cong tac. Anh ban luan vdi cha, va ca hai
cdng cua anh. lidt kd mot danh sacli cac nha may bia cd du day chuydn dd
Trudc khi Jim thanh lap Boston Beer, nude My thuc su chi
nau bia theo cdng thuc cua thd ky 19 vdi hd thong kiem soat
chat luqng hidn dai. Roi anh tidp xuc vdi cac nha may bia va
co hai hang bia tim cd da qude gia: Anheuser-Busch va Coors,
dua ra ldi dd nghi khac thuong: anh mang ddn cdng thuc va
cung mot so co sd ldnh doanh nho. Hai hang ldn san xuat
nguyen vat lieu, ho dii viec gia cong Mu bia cho anh. Du do khong lian quan dan chat lugng bia. Thong thudng, mot
la y tudng khac thudng nhung nha may bia Pittsburgh chuyan vian nau bia ngoai nhiem vu giam sat true tiap qua
Brewing vin cam thiy phan khich. Nha may nay hoat dong trinh san xuat, con phai phu trach tham viec bao dudng thiat
khong hdt cong suait vi chi chay may hai ngay mdi tuin. Hai bi, diln miu du Ueu va bao cao, dat hang nguyan vat lieu, lan
b6n nhanh chong thoa thuan, va bia Sam Adams tim dugc lich san xuat, quan ly cong nhan, va dam bao khi bia dat dan
noi ra 16. cong doan cuoi cung la da co sin thung chua. Day la nhung
cong viec thudng nhat can thiat de van hanh nha may bia
Jim giai thich: " Diem tua don bay la cong thuc, nguyen
vat lieu, va su chu tarn trong day chuy6n Mu bia " . nhung khong ha lian quan dan chit lugng bia. Jim giai thich:
" Chuyan vian Mu bia khong tha lam nhung viec nhu tha.
Chi£n luge cua Jim la tim di6m tua don bay cho chit Nhiem vu duy nhat cua hg la dam bao ngudn bia doi dao vdi
lugng. Vi khong phai ban tarn vdi day chuy6n san xMt va chit lugng cao chay tu nha may dan coc cua ngudi tiau dung " .
bao dudng thi6t bi, nen anh ddn sue tap trung vao nhung
vin d6 lien quan dan chit lugng bia. Dich than anh tuy6n Boston Beer tang trudng 40% khi thuong hieu bia Sam
chgn m6i me nguyen lieu. Hing nam, Jim d6u cung chuyen Adams thu hut dugc mot so dong khach hang trung thanh, va
vien Mu bia dan chau Au, xem xet hang tram chuydn hang cuoi cung trd tlianh dong san pham chinh cua cong ty
cua nong dan da chgn loai hoa bia tot nhat. Anh nhan thay Pittsburgh Brewing. Sau do, Jim hgp tac vdi cac nha may bia
chat lugng 6 mdi nong trai thay ddi tung nam. Mot each duy d cac bang Oregon, Washington va New York, xay dung mang
nhat de dam bao chat lugng la phai dich than chgn nguyan ludi cung dip bia tran dien rong.
liau tot nhat. Vai nim sau, khi Sam Adams da trd thanh mot thuong
Chat lugng bia co the’ bi anh hudng khi khoan san xuait, hiau on dinh, Jim quydt dinh mua mot nha may bia cho riang
nhung Jim rat ro rang: " Nau hg lam khong dung, toi sa minh. Anh chi thuc hian viac nay sau khi cong ty da ldn manh
ngung cong tac. Bia cua toi chiam phin Ion trong day va nhan luc cung nhu tai chinh, du kha nang dam nhiam mgi
chuyan san xuat cua hg, vi tha nau toi nit lui thi hg cung hoat dong hang ngay cua mot nha may bia. Then gib, phan
mat lgi nhMn. Cong nhan cung biat rang nau hg lam viac nua tong san lugng bia la do Boston Beer tu san xuit, phin
khong nghiam tuc buoc toi phai nit lui, thi hg se mat cong nua con lai do cac nha may hgp tac. Giao cho ngudi khac san
an viac lam ". xuat bia la y6u to chu chot cho su tlianh cong cua cong ty - ca
v6 chit lugng ltn so lugng, va cuoi cung da nang Sam Adams
Tuy tha, Jim khong pho mac su viac cho may nii. Jim thanh thuong hieu d tarn muc quoc gia.
muon giai phong chuyan vian nau bia khoi nhung cong doan
Jim noi: "Truck khi Sam Adams ra ddi, cac co sd lam bia Nhung Krispy Kreme thi khong. Du da diu tu manh mi di
nho moc len rdi lid tan do khong dat chit luong on dinh. thiit lap mang ludi cua hang (con sd cua hang gip ddi mang
Khach hang rit nhay vi vin di chit luong. Chung toi co load ludi noi tiing khac la Dunkin' Donuts ), nhung Krispy Kreme
bia vdi huong vi ngon va on dinh, nen loi keo duqc nhiiu vin md rong mdi quan hi vdi doi thii canh tranh, biin ho trd
khach hang trung thanh. Ban co the trd nen nghien Sam thanh nhung " cong tac viin ngoai vi " vdi muc dich cung cip
Adams va hay tin chic luc nao chung toi cung co bia ngon cho banh vong cho doi thu cua minh.
ban thudng thuc" . Mdi cua hang Krispy Kreme diu to chuc cho khach hang
Tom lai, bing each phoi hop cong tham quan qua trinh san xuit banh vong. Khach hang rit in
BK1 WMASTEHS ( OIIK HON
thuc niu bia truyin thong cua thi tuqng khi duqc nhin thiy true tiip cong doan san xuit banh
ky 19 va phong each quan ly hien vong: bot di vao mot diu va banh vong di ra diu kia. Viic tao
dai cua thi ky 21, Jim da tao dung dung " sin khiu banh vong " ton kha nhiiu chi phi - khoang
Sam Adams thanh thuong hiiu co 350 ngan USD cho mdi co sd san xuit. Cdngthim cac chi phi
uy tin. Hien gid, mdi nam Boston mat bing va hoat dong khac, muc diu tu cho mdi co sd co thi
Beer tung ra thi trudng 1,2 trieu lin din 1,4 triiu USD.
thung bia vdi doanh so hon 250 Voi muc do dau tu nhu thi, hin ban se nghl ca doanh nghiep
trieu USD. Jim khong thd tao kit qua nhu thi qua each thuc trao nhuqng quyin lln cac co sd nlian nhuqng quyin phai tim
theo loi mon. Jim giai thich: " Ban tim thiy diim tua don biy each khu khu bao ve lanh dia cua ho. Thi nhung, ban se ngac
d chit lucrng. Viec tu lam chu co sd co thi cung la diem tua, nhiin khi biit ring mdi co sd cua J<rispy Kreme diu co mang ludi
nhung khong phu hop trong trudng hop nay. Vi thi, ban cin ban si sinh dong, giao hang tan noi cho siiu thi, cua hang banh
phai xac dinh ngay tu diu dau la diim tua dich thuc" . keo, cua hang tiin dung, va ngay ca nha an trong trudng dai hoc.
Ban co thi dit ciu hoi: Niu khach hang mua duqc banh vong
Krispy Kreme d cua hiiu tap pham hay siiu thi, co cin thiit phai
Tu banh vonq den vong tron lieu thu diu tu cao vao cac cua hang Krispy Kreme khong?
Phin ldn cac cua hiiu ban banh Niu xem xet yiu to cong suat du thua, ban si hiiu tai sao
vong xem lo banh, tiim ca phi va chiin luqc ban hang gian tiip cua Krispy Kreme la hoan toan
cua hang banh keo co ban banh hop ly. Niu may bay con mot ghi trong hoac khach san cbn
vong la doi thu canh tranh. mot phong chua co ngudi dat , loi nhuan se giam siit. Doi vdi
Krispy Kreme, tinh trang cung tuong tu. Mdi ciia hang cua banh vong ma ban true tiep cho ngudi tieu dung qua he
Krispy Kreme san xuit tu 50.000 ddn 100.000 banh vong mbi thong ciia hang ciia ho. Nhung ro rang bing each kdt hop cac
ngay - vuqt qua kha nang tieu thu cua cua hang. doi thii canh tranh tao thanh vong tron tieu thu, Krispy
Scott Livengood, giam dbc didu hanh cua doanh nghiep, Kreme da thanh cong khi sii dung don biy diu tu va md rong
giai thich: " Ngoai gib tieu thu cao didm, chung toi co cong tlii phan ciia minh.
suit du thua. Cong suit du thua la phin chi phi cua doanh
nghiep. Thay vi lo tieu diet doi thu canh tranh, chiing toi biin
ho tret thanh cong tac vien ngoai vi rdi su dung thdi gid nhan Tu tin voi qudn lot
rdi dd san xuit va phin phoi them banh vong cho ho se giup
Nam 1985, chang trai 27 tuo’i
tang loi nhuin cua doanh nghiep " . Krispy Kreme di su dung T f X W* n /\vnn‘
don bay co hoi de thu hut doi thu tieu thu hang them cho
JOE BOXER Nicholas Graham ( Nick ) rbi bo
thanh pho Calgary d Canada de
doanh nghiep.
chuyen den San Francisco. Su nghiep choi nhac rock khong
Du co ngudi co chip vin cho ring ban san pham qua sieu dii nuoi song anh. Mot lin khi khong dii tidn dd mua loai ca
thi va ciia hang tien dung se khidn doanh thu cua nhung cua vat dang la thdi trang thinh hanh, anh quydt dinh san xuit
hang chinh se bi thiet hai, nhung ban hiy xem qua so lieu loai ca vat nliu thd va giii ban trong thanh phd . Anh ddn gap
kinh doanh ciia Krispy Kreme. Mot co so trung binh cua mot khach hang d Macy’s West de trinh bay miu ca vat, ke ca
Krispy Kreme co doanh so hang naiu gin 3 trieu USD . Du chi nhung miu cd hoa van quai la. Liic do, Madonna dang pho’
cd 276 ciia hang tren toan nude My vao nim 2003, Krispy bidn loai quin lot ciia nam gidi, va gidi tre thi bit diu trao luu
Kreme chiim 25% thi phin ciia banh vong ban d sieu thi va mac quin coc ra ngoai y phuc. Ngudi khach hang d Macy's
cua hang bin dung. West noi ring hoa van tren mot trong nhung miu ca vat cua
Krispy Kreme san xuit hang nim klioang 2 ti chiic banh Nick cd thd’ tao ra miu quin dui in tuqng. Anh quydt dinh
vong ban qua 276 ciia hang ( tiic mdi ciia hang hon 7 trieu lam theo goi y ciia cd, va Cong ty JOE BOXER di ra dbi.
chiec banh ). Trong khi do, 3.600 ciia hang ciia Dunkin' Nick cd nhung y tudng rit lap di, khac thuerng, didu nay
Donuts tren toan nude My san xuit hang nim 2,1 ti chiic vd sau da trd thanh diu in ridng cho JOE BOXER. Nam diu
banh vong ( tiic mdi ciia hang chi hon niia trieu chide banh ). tidn, Nick du dinh se hot bac vdi miu quin dui in hinh to 100
Cac ciia hang duoc nhuqng quydn ciia Dunlan’ Donuts cho do la. Mot ngudi hang xom tinh cd thiy miu thidt kd in lua
ring diy la su so sanh khap khidng vi ho khong phin phoi ciia Nick trong thung rac, va thong bao vdi canh sat. Ngay
horn sau, nhin vien mat vu My din diiu tra vi nghi ngd anh Din nam hoat dong thu 10, JOE BOXER di trd thinh mot
lam tiin gia. JOE BOXER bit ngh tao ra tin tuc nong hoi cho hinh tuqng van hoa moi trong xi hoi My. Madonna, sieu sao
gidi truyin thong. Tit ca cac td bio dia phuang vi vii hang nhac pop ndng bdng di khdi diu cho xu huerng thdi trang mdi,
thong tan loan tin ring nhan vien liin bang da tich thu hang mac bo pyjama cua JOE BOXER trong phim Truth or Dare. Miu
ngin chiic quin dui in hinh td 100 do la va chit dong dot bo. quin dui cua JOE BOXER cung duqc dua vio phim anh.
JOE BOXER bdng nhien trd nen noi tiing va din din tao mot Din nim 2001, mat hing ao ngu cua JOE BOXER dinh
tliuong hieu mi ai cung biit din. cho thanh thiiu nien chiim vi tri so mot tren thi trudng My,
Yiu td giup sin phim JOE BOXER ban chay la do hoa van vi cung li san pham co tdc do ting trudng cao nhit doi vdi
lap di, co tinh dua cat nhung khong xiic pham ai. loai quin ao lot miu tring. Nick Graham di tao nen diiu
Noi bat la miu quin dui co gin chu phan thin ky khi xiy dung thuong hieu hii hudc, co ma luc hip
«**
quang trong bdng toi, mang dong chu " No, din vdi muc ting tmdng 25% mdi nim, mi khong cin phin
No, No " (y phan ddi ) khi den bat sang va bo ngin sach quang cao. Vdi ngudi di diu nhu Nick Graham
" Yes, Yes, Yes " (ythuinlong) ldii den tit. thi cin gi phai tieu tdn cho quang cao ?
Miu giy in tuqng nhit la mot khuon mit
tuoi cudi tren quin vcd cai luoi the ra. Sang
kiin hii hudc nhu thi khiin cho gidi tre rit Khi duong may b|suf chi
thichthu.
Sau khi di dat muc ting trudng thin ky, JOE BOXER co
Tdc do phit triin cua cong ty ty le thuin vdi miic do lap diu hieu chung lai. Nick giao quyen diiu hinh cho nhin vien
di cua Nick. Vio nam 1993, anh gui taung long thing Clinton dudi quyin, con minh di khip noi de quang ba san phim
100 chiic quin dui di ky niem 100 ngay nham chuc. Tim bang nhiing trd dua hii hudc. Luc nay, san phim ciia edng ty
thiep dinh kem ghi: " Niu ong dinh thay doi dit nude, ong khong dung lai d miu quin ao lot truyin thong, mi lien tuc
nen thay doi quin lot " . Nam sau, Nick va Richard Branson, tung ra thi trudng nhiing mit hing mdi. Nim 2000, JOE
giam doc diiu hanh cua hing hang khong Virgin Airways, BOXER co 150 nhin vien vi doanh so 100 trieu USD, nhung
cung ndi tiing vi nhiing trd dua kiiu nhu td chiic min trinh chi phi ting khong kem doanh thu, vi co nguy co vuqt tim
diin thdi trang quin lot tren cac chuyin bay din dung. Cong kiim soat. Di bit diu phat sinh nhiing kho khin khong the
ty con md rong them dong san phim bing loai quin ao lot khong chi, din din mon no 13 trieu do la. Nick quyit dinh
dinh cho phu mi liy ten JOE BOXER Girlfriend, vi cho tre em ban JOE BOXER cho cac ngin hing diu tu, nhung khong ai
liy ten JOE BOXER Kids. dong y mua.
Nam 2001, JOE BOXER pham mot sai lim nghiem trong. Allegiance hop ddng nhuqng quydn cac tliuong hieu khac, tu
Nhom nhan vien quan ly do Nick mdi tuydn dung da quydt san xuit rdi gui ban san pham d cac trung tarn bach hoa.
dinh chim dut nhuqng quydn san xuit cho mat hang dd lot Chidn luqc mdi dat thanh cong hon, nhung Bill nhan ra
mi gidi vi muon JOE BOXER tu san xuit dong hang nay. Tuy ring khoan chi ldn nhit cua Wingsong Allegiance la phi
vaLy, hop ddng nhuqng quydn khong quy dinh didu khoan nhuqng quydn. Anh muon co thuong hieu cho rieng minh,
chim dut ro rang ndn doanh nghidp bi chim dut hop ddng nen de tarn nghe ngong. Khi nghe thong tin cac ngan hang
khdi Men. Toa an ung hd lap luan cxia ho, phan quydt JOE diu tu dang dinh gia JOE BOXER, Bill cung quan tarn ddn.
BOXER vi pham hop ddng va phai bdi thudng 3 trieu do la.
Khi anh den San Erandsco vao mdt budi chidu thu Sau de
JOE BOXER dang gap kho khan vd tai chinh lai phai oin noi chuydn vdi Nick, JOE BOXER da soan xong thong cao bao
minh dudi ganh nang no nin ndn khong co kha nang tra chi vd viec tuydn bo pha san . Bill tliuydt phuc ho dqi ddn ngay
khoan bdi thudng. Nick lai tidp tuc tim kidm ngudi mua JOE thu Hai dd hai ben co thd ban bac cac phuong an . Du cho JOE
BOXER de tim loi thoat nhung khong ai dap ung. Noi bo BOXER dang d vi tri chong chdnh, Bill vin nhan ra co hoi
cong ty co qua nhidu vin dd can giai quydt, va phuong thuc tidm in: JOE BOXER da tao tidng vang va co thi trudng nhit
Mnh doanh co qua nhidu nii ro. dinh d My. N hung ydu to nay dap ung giic mo vd mot thuong
hidu on dinh biy lau cua anh, cong vdi nidm tin ring minh
Gidi cuv JOE BOXER du kha nang dd vuc diy JOE BOXER, nen anh lap tuc mua
JOE BOXER va trd thanh giam ddc didu hanh chinh.
Vi cuu tinh ciia Nick la Bill Sweedler, giam doc didu hanh Mot trong nhung viec diu tien anh lam la tidp xiic vdi
cua Wingsong Allegiance, mot doanh nghiep nhan nhuqng Kmart dd thao luan vd hop ddng nhuqng quydn. Vao lire nay,
quydn san xuat trang phuc d bang Connecticut. Trudc day, Bill Kmart dang tren da di ldn, va Martha Stewart vua gia han hop
da timg lam viec d mot cong ty thdi trang nen anh co chut it ddng nhuqng quydn vdi ho. Bill bidt ring ndu ky duqc hop
Mnh nghiem Mnh doanh. Vao dlu thap nien 1990, anh cung ddng ldn vdi Kmart, Target hole Wal-Mart, anh co thd md
chathanh lap Cong ty Wingsong Allegiance. Kd hoach ban diu rong thuong hieu nhanh horn la gui ban d cac trung tarn bach
cua ho la thud cac co sd d vung Caribe dd gia cong san xuit hoa. Bill dd nghi ky mot hop ddng doc quydn vdi Kmart cho
quin ao nhd gia thanh re va quan hd mau dich thuan loi, rdi thuong hidu mdi "Republic of Joe". Nhung Kmart muon duqc
nhap khiu vao nude My. Lqi nhuan thu duqc khong cao nen doc quydn thuong hidu JOE BOXER, va Bill tra ldi: " Khong
ho muon chuyen hudng. Thay vi san xuit gia cong, Wingsong thd duqc! Cuoc thuong luqng cham dut sau dd.
Hai ngay sau, dai dien cua Kmart goi lai va hoi " Anh
mubn bao nhieu ? " . Do la cau hoi khien dio qua tim cua
Hay mo rong thuong hieu -
doanh nhan nao cung dap thinh thich. Hai ben nhanh chong Khong mo rong cong ty
thuong luqng di dat thda thuan cuoi cung.
Ngoai viic cung ung sin phim ciia JOE BOXER din 2.100
Theo mo hinh kinh doanh truyin thong, Bill phai tiip xuc cua hang Kmart trong mot giai doan ngin, Bill con day y
tung trung tarn bach ho a va mang ludi ban le, thuyit phuc niem don bay tiin them mot budc. Theo hop ddng, chinh
mbi noi bay ban san pham cua JOE BOXER. Tiip do, anh Kmart - chii khong phai JOE BOXER - nhan trach nhiem san
phai chuan bi tang day chuyin san xu&t, them von dlu tu, xuit. Cach lam nay da giup Bill da xoa bo mot khoan chi phi
giam sat cac cong doan san xuit, phan phoi san pham din hoat dong Jcho’ng Id . Gid day, JOE BOXER khong con phai lo
nhung co sd ban le khac nhau, va giai quyit vo so nhung cong mua nguyen vat lieu, sin xuit va van chuyin thanh phim.
viec diiu hanh. Do cung chinh la con dudng dua JOE BOXER
Khi duqc giai phong lchoi moi ric roi vi diiu hanh, doi
cua Nick Graham lam vao canh khon don.
ngu nhan vien ciia Bill tap trung toan bo tarn tri vao viec phat
Vdi mo hinh Jdnh doanh mdi, Bill da lam thay do’i dien triin san phim mdi va quan ly thuong hieu. Vdi mb hinh
mao cua JOE BOXER. Trong vong 4 thing sau khi mua lai JOE mdi, doanh thu hing nam ciia JOE BOXER cao hon nhung
BOXER, Bill Icy hop ddng nhuqng quy n cho Kmart. Hai ben
^
cung co lqi. Kmart doc quyin co thuong hieu cua JOE BOXER
chi phi diiu hanh thip hon. Hien gid, ca cong ty JOE BOXER
chi co 15 ngudi, so vdi 150 ngudi trude kia.
gitip tang uy tin cua san pham bay ban . JOE BOXER duqc lqi
1dm lai, bing each mua lai mot thuong hieu co tiing tarn
the nhd hi thong phan phoi rong rai din cac cua hang ciia
nhung gap kho khan va sir dung don biy dua tren thi manh
Kmait vdi tren 130 trieu luqt Jchach hang mdi nam. JOE
ciia thuong hieu nay, Bill da vuc day va chuyin JOE BOXER
BOXER cung tiit kiem duqc chi phi quang cao va tiip thi vi
di theo mot chiiu hudng hoan toan mdi. Quyit dinh vo
do la trach nhiem cua Kmart. Theo Jim Adamson, giam ddc
cung riii ro nay lai la mot chiin luqc khon ngoan. Nhu ldi
diiu hanh cua Kmart, doanh thu tu san phim JOE BOXER
Bill noi: " Niu ban dung d mot vi tri qua an toan, ban khong
vuqt xa muc mong dqi va la san phim thanh cong in tuqng
nhat trong lich su ciia mang ludi ban le nay.
thi tiin xa ".
54 DARE TO LEAD!
Pi tim diem tim don bay

Trade khi Jim Kock xuit hien tren thuang truang, moi
ngudi ddu tin ring phai dich than tham gia true tidp vao quy
trinh niu bia thi mdi kidm soat duqc chat luqng bia. Nhung
Chuong 4
Jim Kock da lam moi ngudi thay doi each nhin khi gay dung
thanh cong cong ty Boston Beer tri gia 200 trieu USD va
thuang hieu Sam Adams uy tin bang each tap trung vao
didm tua don biy ciia chit luqng, thay vi co tu minh lo toan
moi vide.
KHONG NGAN NGAI
Bing true giac, Bill Sweedler da thiy duqc sue manh cung SAO CHEP
nhu nhung han chi cua thuang hieu JOE BOXER. Chinh vi
vay, klii mua Iai JOE BOXER, Bill da dua cong ty thoat ra Y TIIONG HAY
khoi ranh gidi truydn thdng bing each tao ndn mot co ciu
hoat dong nhim tang doanh thu va don gian hoa hd thong
quan ly.
Krispy Kreme dua san pham banh vong ddn vdi Ichach
hang qua nhung kdnh tidu thu " ngoai vi " von co vi thd canh
tranh true tidp vdi cong ty nhu lo banh, sieu thi va cua hang
tien dung. Thuc ra day la nhung nd luc khuydn khich su canh
tranh va tang doanh tliu cua Krispy Kreme.
Ndu ban muon lam cho mot y tudng thuc su ldn
manh, hay tim didm tua ddn biy. Vdi didm tua ddn biy,
ban co the " nang " thuang hidu cua cong ty ldn ma khong
phai bo ra chi phi qua nhieu hoac md rong qua muc quy
mo. Chinh diem tua nay se khoi nguon cho nhung y
tudng lanh doanh cua ban .
Theo buck chan nguoi lien phong

Gary Hoover dir dinh mo mot cua hang ban le khi ong
con la nhan vien phan tich nganh ban le cho Wall Street. Sau
khi nghien cuu va tong hop nhi£u ngudn thong tin, ong nhan
thay hinh thiic sieu cua hang se la mot y tudng co tinh dot
pha trong nganh dich vu ban le. Hinh thuc nay tap trung gidi
han vao mot linli vuc san pham chu khdng md rong nhu cua
Co ve nhu Fred Smith da dua ra mdt y tudng ddy sang tao

khi thanh lap cdng ty chuyin phat nhanh FedEx bang each su dung
hang bach hda, nhung nhung cua hang se cd mat bang rong,
thdng thoang bay ban nhidu mlu ma va chiing loai khac
nhau. Cang nghien cuu y tudng nay, ong cang them tin tudng
mdt trung tarn chuyin tiep di phan phd i buu kien tren torn nude
'
vao tinh hien thuc va kha thi cua no trong tuong lai.
My. Thay in chuyen chd mdt kien hang tu New York thing din
Boston , ngudi ta se chuyen qua Memphis , dua lin mdt chuyen bay Ngudi khdi diu cho y tudng nay la Charles Lazarus vdi
khde di chuyin di tiep . Phitong phap nay ro rang la kem hieu qua sieu cua hang Toys " R " Us dat tai Washington, D.C., chuyen
neu chi co motgiao dich , nhung lai co nang suit cue ky cao neu co kinh doanh dd choi tre em vdi gia re. Ong da tao nen mot
nhiiu giao dich trong cung mot mang ludi . hien tuong va din trd thanh cdng ty lcrn nliit trong linh vuc
kinh doanh dd choi. Chiing kidn su Idn manh cua Toys " R "
lhat ra y tudng nay khdng phdi la mdi la vi no da tung dupe
Us, Gary muon tim hidu vd cdng ty nay. Vi day la cdng ty cd
dp dung d ede ting dai trung chuyen trong mang viin thdng . Tuy
phin, moi so lieu ddu duqc cdng khai nen ong cd the hidu
nhien FedEx da tao ra mot bude dot phd khi dp dung vao vide vdn
duqc md hinh va co cdu to chixc cua no.
chuyin buu kien . Fredgidi thich: "Chic chin la tdi da khdng phat
minh ra y tudng nay . He thing bmi dien d An Dd vd hang hang Du hinh thiic sieu cua hang luc dd chi mdi ap dung trong linh
khdng Delta Airlines deu da dp dung . Nhung tdi la ngudi tiin vuc do choi, nhung ong vin tin ring no se lan rong va thanh cdng
phong khi dp dung no vao Itnh vuc chuyin phat nhanh d nhiing linh vuc khac. Rdi ong lidt ke tlui mot danh sach nhung
linh vuc ban le khac nhu: phu tung o to, didi vu va vat lieu xay
Nhung y tudng hay luon can dupe hoc hoi . Diiu quan trong la
dung, sach, bang dia nhac va dung cu thd thao. Va sau bay Mm
ban phdi phat huy dupe tdi da tinh hieu qua vd thanh cdng cua y
lien tuc nghien cuu vatim hidu co hoi, Gary da chon sach lam linh
tudng do khi dp dung vao Itnh vuc kinh doanh cua rieng ban .
vuc kinh doanh cua minh vi ong vdn la ngudi dam md sach.
Trong mot lin tham du hoi chg sach, ong nghe nhidu ldi Gop nhdt thdnh cong
than thd vd vidn canh u am ciia nganh kinh doanh sach .
Nhung ngudi lam sach dua ra nhiing con so thong kd cho Khi chinh thuc nhap cuoc, Gary ap dung phuong thuc cot
thay cac phuong tien nghe nhin hien dai da lam giam din loi ciia Toys " R " Us: so luqng khong Id va gia thanh ha. Luc
tlioi quen doc sach cua moi ngudi. Da so y kidn nhit tri ring nay, B. Dalton Bookseller va Waldenbooks dang chiim linh
nganh xuit ban va kinh doanh sach khong co tuong lai. thi trudng vdi hang tram hi&u sach dat trong cac trung tarn
bach hoa. Gary da lam cuoc dot pha khi cua hang Bookstop
Gaiy vln vung tin vao quydt dinh cua minh: "Toi khong
hidu sao minh vln lac quan khi nghe nhiing thong tin te hai
diu tien cd dien tich su dung ldn din 1.000 mz. Ong cung cd
sang kiin mdi ngay giam gia cho mot so tua sach. Cling theo
nhu thd. Toi cam thiy phin khich vi khong ai nghi din y
tuong sieu cua hang. Vi vay, toi tin minh dang nim trong tay
each cua Toys "R " Us, khi Bookstop ldn manh, Gary thiet lap
ba trung tim phin phdi d cac bang Florida ( midn Dong), Texas
lqi thd chidn thing " .
( midn 1’mng - Nam ) va California ( miin lay ) dd phuc vu khip
Vdi dong luc manh me, Gary nhanh chong bit tay vao nude My.
vide tim kidm khoan diu tu 3 trieu USD dd md mot sieu cua
Gary ddng thdi tridn khai nhiing y tuong hay ma ong gop
hang diu tidn. The nhung ai cung cho ring day la mot y tuong
phi hien thuc. Didu nay buoc ong phai didu chinh lai kd nhat d cac linh vuc khac. Mot hieu sach didn hinh thudng co loi
hoach. Du ke hoach khong suon se nhu mong mudn nhung di chinh giua, con Bookstop cua ong dd mot khoang trong hinh
trai xoan d giua, theo miu thidt kd vay muon cua sidu thi. Gary
su diiu chinh nay it nhit da dem lai 300 ngan USD tiin von
diu tu ban diu. cho tmng bay sach best seller d phin cuoi, sach thieu nhi va tap
chi d hai ben. Vdi each sip xdp nay, khach hang duqc "din du "
Sau khi da co von trong tay, ong phai can nhic din dia di khip ciia hang. Ong cung thi'ch thu voi y tudng ciia ciia hang
die’m di md ciia hang diu tien. Ong muon tim mot thanh didn tu gia dung Radio Shack: luu tni tdn va dia chi cua khach
pho ma ty Id doc sach ciia ngudi dan cao nhung co chi phi hang dd tidp thi them sau nay. Nhung ong khong mudn lam
khong qua dit do. Ong list ke ra bon thi trin nho nhung phidn khach hang khi ho dang tim kidm sach trong ciia hidu,
cd trudng dai hoc ldn: Ann Arbor, Madison, Research nen ong nghi ra each mod: tang khach hang mot phidu giam gia
Triangle Park, va Austin. Cuoi cung ong chon Austin, noi cd 10% cho quydn sach mua kd tidp neu ho didn tdn va dia chi vao
trudng Dai hoc long hop bang Texas, va md cua hang diu phidu. Bookstop cung thu thap thong tin vd tua sach khach
tien nam 1982. hang mua va sd lin mua sach. Ong la ngudi diu tidn thidt lip
the khach hang trung thanh trong linh vuc kinh doanh sach.
Bing each gop nhat y tudng hay tu nhiiu nganh nghi dung d 5 hang diu trong bang xip hang hang thang theo tieu
khac nhau va ap dung vao linh vuc kinh doanh ciia rieng chi khdi hanh dung gid. Do la mot muc tieu ro rang, cu thi
minh, Gary da gay dung Bookstop thanh doanh nghiep ban va phii hop vao liic nay. Gordon nghi muc tieu don gian va
le sach ldn thu tu tren toan nude My. Nam 1989, Barnes & gin vdi lqi ich se thoi thuc moi ngudi lam viec. Diiu quan
Noble mua lai Bookstop va Bookstop trd thanh phin chu luc trong khong kern la viec nay se giup phuc hoi long hanh dien
trong mang ludi sieu cua hang ciia Barnes & Noble. va tinh thin tip thi trong toan cong ty.
Trong vong mot thing, Continental Airlines vuon tu hang
chot len hang tu trong bang xip hang, l it ca nhan vien diu
Nhurig y tuong hay luon cat ednh nhan duqc tiin thudng true tiip bang ngan phiiu 65 USD,
khong phai cong vao tiin luong cuoi thing. Thing tiip theo,
Continental khi Gordon Bethune nhan chuc
Continental Airlines vuon len hang nhit. So tiin thudng tong
Airlines VT hanh Continental
cong 2,5 ti USD, vin con kem xa so vdi 5 ti USD do miy bay
Airlines, hang hang khong nay
din tri.
dang rod vao tinh trang sap pha san. Sau 10 nam lo giam chi
phi, tung ddi ban quan tri da cat tiin luorng, sa thai nhan Sau thdi gian lien tuc nlm trong 5 hang diu, Gordon thay
vien, lam phat long hanh khach, va khiin tinh thin lam viec ddi chi do thudng: muc thudng se la 100 USD cho mdi lin
ciia moi ngudi xuong din muc thip nhit. Continental dung trong 3 hang diu. Gordon in dinh chi do nay se duqc
Airlines dang dung vi tri cuoi cung trong bang xep hang theo thuc hien vao thing 1 nam sau, nhung khi Continental
chi tieu khdi hanh dung gid . Cac chuyen bay cua Airlines duqc xip hang nhit vao thing 12, ong vin phit
Continental Airlines thudng din qua muon khiin hanh thudng 100 USD cho mdi nliin vien du muc thudng nay chua
khach khong thi di tiip chuyin bay kit nbi tiip theo. Vi thi, co hieu luc. l oan thi nhan vien diu vui mung, va nhan ra su
mdi nam Continental Airlines phai chi 5 ty USD de giai quan tim that su cua cip linh dao .
quyit vin di nay. Khi chinh thuc nhan nhiem vu, Gordon Co nhiiu yiu to khic giup Continental Airlines vuc day,
Bethune hiiu ring hai viec trude tien ong phai lam la vuc day nhung hinli thuc thudng neu tren la diu hiiu ro nhit di nhin
tinh thin lam viec cua nhan vien va khan truong ngan chan viin hiiu ring ho co thi tao ra chuyin biin tdt niu biit lam
nan chay mau tai chinh. viec vdi nhau trong tinh thin tap thi. Gordon noi: " 65 do la
Diu tien, Gordon tuyen bo ong se thudng mdi nhan vien la ldi cam cm cho tinh thin hop tac, doan kit cua moi ngudi
d bit ky cip nao 65 USD cho mdi lin Continental Airlines vi muc tieu chung. Muc thudng nhu thi khong phai la nhiiu,
nhung do la phin thudng tinh thin de danh gia cao su

chuyen bifen tich cue trong tinh thin lam vifec ".
Tam sir hoc dao
Kifen thuc la vo han. Khong ai co thfe nim bit toan bo moi
»
^
A MCDI / A
AIRLINE )
,
Nhung nha lanh dao khac trong cung
n nh h*n6 kh6 n8 can8 h c theo y
^ °
tudng cua Gordon. Khi Jeff McClelland
nhan chuc vu Chu tich cua America West
vin dfe, cho du ban dang la ngudi quan ly hay difeu hanh. Nfeu
ban phai lam vao tinh huong kho khan hoac din than vao
linh vuc kinh doanh con qua mdi me, dung tu co ging xoay
amencawest.com v 0 nam 1999 hang hang khong nay xd mot minh ma nfen tim dfen nhung ngudi co’ vin tin cay dfe
^
dang rai vao giai doan khung hoang. Dich vu khach hang co duqc ldi khuyfen huu ich.
long leo, tinh thin lam vifec cua nhan vifen sa sut, va hang lai Scott Livengood, giam ddc difeu hanh ciia Krispy Kreme, da
vua bi chinh phu phat vi su yfeu kem trong khau bao dudng bifet ap dung each thuc nay khi md rong mang ludi tifeu thu
may bay. Ap dung y tudng cua Continental Airlines, Jeff ngoai vung Dong Nam nude My. Day la mot chifen luqc kha
thuyfet phuc giam doc difeu hanh mdi la Doug Parker dfe ra rui ro nhung ong vin quyfet tarn thuc hien. Dich than ong dfen
muc thudng 50 USD mdi lin America West dung d ba hang tung noi, gap gd chu cac nha hang va cong ty am thuc, tim hifeu
diu theo tifeu chi khdi hanh dung gia. nhung kho khan cung nhu ky vong cua ho. Ong luu lai ba
Tifep theo, ho md rong chuong trinh thudng: 50 USD mdi ngay d Oakbrook, Illinois, trung tarn chinh cua McDonald, va
lin America West dung trong ba hang diu theo tifeu chi ty lfe noi chuyen vdi 20 nha quin tri cac phong ban. Scott cho bifet:
khdi hanh dung gid hoac theo muc do than phifen cua khach " Ho sin long chia se kinh nghiem quy gia vdi toi. Toi da gap
hang it nhit. Chang bao lau, tu vi tri cuoi cung, America West gd giam doc difeu hanh cua moi mang ludi nha hang ldn dfe
vuon lfen diu bang. Tinh than nhan vifen ting cao va America tim hifeu con dudng di dfen thanh cong cua hq " .
West hdi sinh trd lai. Jeff, cuu phi cong hai quan cua America Thdi gian bo ra dfe hoc hdi tu nhung cong ty khac that
West noi: " Khi toi mdi dfen day, nhan vifen khong muon dang gia, dfe’ rdi trong vong ba nam ong da md rong Krispy
ngufei khac bifet la ho lam vifec cho America West. Con bay gid Kreme tu mot co sd nho vung Dong Nam thanh trfen 300 co
tin hoan toan nguqc lai, moi ngudi thuc su tu hao khi duqc sd toan nude My. Tap chi Restaurants & Institutions da binh
lam vifec d America West " . chon Scott la " Giam doc difeu hanh ciia nam " .
Ngudi co vin khong nhat thifet phai la nhung ngudi cung
chung linh vuc kinh doanh vdi ban. Bit cu linh vuc nao cung
co nhung kinh nghiem quy gia de ban hoc hdi va van dung.
Khi Lawrence " Larry " Perlman tiip nhln Control Data vao khach hang ciia cong vien giii tri Walt Disney. Theo do,
giiia thap nien 1980, cong ty sin xuit dla ciing nay dang bi Target sip dat them nhan vien dC ho trq khach hang va
chiy mau trim trong. Control Data ngay cang thua 16 do ip khach hang duoc doi xu trim trong nhu " nhiing vi khach
luc canh tranh vdi san pham co chit luqng cao va gia thanh mdi " . Ddng thdi, cong ty ciing ndi rong nhiing quy dinh
ha hon tu cac cong ty Nhat Ban . nghiem ngat gay kho khan khi giii quyCt vin dC cua khach
DC tint hieu each thuc cii thien quy trinh san xuit, Larry hang, va cho phep nhan vien co quyCn tu quyit trong mot
danh nhiCu thdi gian ltru lai cac nha may ciia Toyota va vai tinh huong. George ciing nhan thiy ring mdi khi cip
Seiko tai Nhat nhftm nghien ciiu phuong thuc kinh doanh lanh dao din tham cua hang, nhan vien thudng roi vao tu
ciia ho. Ong con giii nhan vien den Nhat dC hoc hoi each the phong thii, hi Cm khi sin long ddng gop y kien. Vi vay cac
thuc ngudi Nhat to chuc va van hanh cong ty. Ket hop kinh cuoc tham viCng trd nen bdt trang trong va it khi duqc thong
nghiem ciia Toyota va Seiko, Control Data cat giant lap nhan bao trude. Cong ty con md nhiing khoa dao tao va huin
vien quin tri dtp giiia, dat trong tarn tang cudng ky nang luyCn nhan viCn vC viCc thiu hiCu dong luc khach hang va
chuyen mon cua cac nhom san xuit, va giao cho ho quyCn tu xay dung thai do nhiCt tinh trong cong viCc.
quyet dinh chi tiCt hoat dong cap co so. Bing each nay, Larry Target con doi ton chi ciia cong ty, tu " Dich Vu Tu Chon "
nhanh chong loi nguqc dong, dao nguqc tinh the cua thanh " Dich Vu Tu Chon Co Trg Giup " dC the hien chiCu hudng
Control Data. phuc vu mdi. Floyd Hall, cuu giam doc diCu hanh ciia Target
giii thich: " George tin tudng manh me vao y tudng va chuang
trinh huin luyen ciia Disney. Theo thdi gian, nhiing y tudng
Mo tong tom nhin do da duqc chiing minh la hiCu qui the hien qua nhiing con
so doanh thu tang din mdi nam " .
Vao giiia thap nien 1980, dich vu khach
Randy Darcy, pho chu rich cip cao phu
m hang cua Target bi xuong cip khiCn khach
trach ciia General Mills, da nhd
M hang bit man va co nguy co nit lui. George
^ Jones, pho chu tich phu trach diCu hanh cua
TARGET hang, nhan ra vin dC nan giai nay va quyCt General Mills
NASCAR tu vin khi cong ty dang tim
tiCn hoat dong ciia mang ludi
cung cip. General Mills la thuang hiCu
tSm diu tu thCm cho dich vu khach hang.
ciia cac loai banh quy ngot, banh quy man, banh lat va siia
Sau nhiCu thing nghien ciiu moi trudng vin hoa tai nhiCu
chua. Vdi quy trinh sin xuit hien tai, General Mills mit bon
cong ty khac nhau, George ap dung chuang trinh dich vu
gid rudi da chuyen day chuyan san xuat mot loai banh qua
sin xuit loai banh khac. Vdi su tu van cua NASCAR, General
Hoc hoi tu nguoi gioi nhat
Mills quay phim cong viec thay doi day chuyan san xuat rdi Nau thiy co y tuong nao hieu qua, du khong thuoc linh
ci nhom phu trach cung nhau phan tich da tint ra each thuc vuc kinh doanh cua ban, ban hay thu ngliian cuu da xem lieu
cai tian quy trinh. Kat qua la ho giam thoi gian thay doi day y tuong do van dung duqc vdi cong viac cua ban khong.
chuyan xuong con 12 phut. Khi thu nghiam thanh cong tai
Doug Hoover daxay dung Bookstop thanh siau cua hang sach
mot co so, General Mills da nhan rong phuong phap nay ra
diu tian d My bang each hoc theo y tuong kinh doanh va
mqi co so con lai. Theo Randy Darcy, y tuong hoc duqc tu
phan phoi cua Toys “ R" Lis vdi thiat ka mat bang theo kiiu
NASCAR da giup General Mills tiat kiem hang trieu do la.
siau thi. Ong cung muon mot y tuong cua Radio Shack da
Randy tiap tuc tim kiam y tuong moi d nhung noi khac. thiat lap the khach hang trung thanh diu tian trong linh vuc
Khi biat doi dac nhiem SWAT (Special Weapons and Tactics - kinh doanh sach.
Vu khi va chian thuat dac biet) cua luc luqng si quan tu phap
Target hoc hoi noi Disney, va General Mills tim toi noi
My noi tiang va hanh dong nhanh gqn va huu hiau, ong giii NASCAR da tidp thu y tuong nhim cai tian tong the cong ty.
nhan vian tham du khoa hu 4n luyen d doi SWA'l da tiap thu
each lam viec tap the. Dua tran kinh nghiam nay, General Khong nhit thiat luc nao ban cung phai tu minh nghi ra
Mills thay doi chi do thudng. Theo ha thong quan ly cu, moi y tuong mdi hay dua ra mqi giai phap. Tuc ngu co ciu "Trau
bo phan duqc giao tung chi tiau riang biet. Hau qua la bo cham uoitg nude due", nhung tran thuong trudng ngudi
cham vin co the thanh edng khong kem ngudi di trude.
phan mua slm mua bao bi mong da tiat kiem chi phi, gay
kho khan cho bo phan san xuat hoac phan phoi. Vi tha, mac
du bo phan mua sim duqc thudng, nhung toan bo day
chuyan cung cap khong dat duqc chi tiau . Vdi ha thong quan
ly moi, khong bo phan nao duqc thudng nau ca day chuyan
cung cip khong dat chi tiau chung do cong ty da ra. Vi tha, cic
bo phan thudng xuyan gop y, nhac nhd va doc thuc cong vide
lln nhau da co duqc kat qua tot nhat.
DAM DAN OAU! 71
Chuong 5
TAP TRUNG VAO

A boat nhin, mdt mang luai cua hang ban bank mi kep thit,
THE MANH mot cdng cu tim Mem tren Internet vd mot cdng ty phan mem
khong co diem ndo tuong dong . Nhung thuc ra, In- N - Out Burger,
Google vd Borland co mdt diem chung ve mat chien lupc kinh
doanh: tdp trung chuyen sdu vao mdt sdn phd’m de san phdm do
phat triin vuqt bdc, dit sue canh tranh v&i moi dd'i thu.
Da dang hoa di mo rong dong sdn phdm co ihi la hudng di tdt
nhung mang nhieu yiu to' rui ro. Dieu nay khong co nghia la ban
hay diing yen tai mdt vi tri, ma ban nen phat huy vd duy tri the
manh cua minh de tao diim tua vung chac cho viec bd sung, da
diing hoa cung nhu ma rdng quy mo cua cdng ty sau nay.
Tgo su khde biet
TO Nam 1948, doi vg chdng Harry va Esther Snyder khai

truong ln- N -Out Burger. Day la ciia hang phuc vu thuc an diu
tien danh cho khach di xe o to. Cua hang ln-N -Out Burger
khong trang bi chide ghe nao; thay vao do la nhung 6 dau xe
cho khach hang. Chian luge kinh Thay vi da dang hoa thuc don, Harry va Esther ddn nd luc
doanh cua In-N -Out Burger la dat cham lo cho chit luong va dich vu. Da dim bao doi ngu nhan
I chit luong len hang diu, khong vian than thien va lanh ngha, ln-N -Out Burger tra luong nhan
I qUan tam nhilu dan viec tang vian cao hon so vdi nhung ciia hang khac, va dat muc thudng
trudng. Ba nim sau, Harry va Esther md ciia hang ln-N -Out cho nhung quan ly ciia hang nao co thanh tich cao nhit la
Burger thu hai rdi tich lily loi nhuan da tai diu tu va tung bude mot chuyin du lich nude ngoai. i’hdi gian trung binh mot
ldn manh. nha quan ly lam viec cho ln-N-Out Burger la 12 nam, so vdi 1
Diau khian nhiau ngudi ngac nhian va su thanh cong cua nam trong toan nganh didi vu an uong. Nhan vian hudng
ln- N -Out Burger chinh la d chii truang co ve nhu ngin chan
luong theo gid luu lai vdi ln-N -Out Burger trung binh la 2
su phat trian. Thuc dan gom co 3 mon: banh mi kep thit n&m, so vdi 10 thing trong toan nganh.
hole pho mat cung khoai tay chian va nude giai khat. Va chi Esther giai thich: " Nhan vian phuc vu la nhiing ngudi ma
dung lai d do ! Khong trang mieng, khong ca pha, khong thuc khach hang thiy mit. Ho true dip nghe khach hang goi mon
don dia’m tam. Khong co bit cii mon gi khac. Va ln-N -Out an va chuan bi mon in, nan vai tro ciia ho rit quan tiong.
Burger da duy tri thuc don nay hon 50 nam qua. Nau co thay Chung toi muon co nhiing guong mat vui tuoi, rang rd khi
doi, co la do la tham mot loai nude giai khat trong thap nian tiip xiic vdi khach hang " .
vua rdi. Nim 1997, tap chi Restaurants & Institutions da binh chon
Dan tan bay gid, phuong cham cua ln-N -Out Burger vln cac ciia hang ln-N -Out Burger cung ling mon binh mi kep thit
la: " Chit luong la hang diu. O ln- N -Out Burger, khach hang ngon nhit nude My, du luc do ln-N -Out Burger chi hian dien
se duoc tliudng thiic thuc an tuoi nhit, ngon nhit, vdi dich vu d hai bang California va Nevada (biy gid cd tham Arizona ) .
than thian trong mot khong gian sach se " . Khong co mon nao Sau do, ln-N -Out Burger lian tuc duoc xap hang nhit va chit
eda ln- N -Out Burger duoc tru dong lanh. Khong co mon nao luong, thiic in tuoi, gii ca, dich vu, khong khi than thian, va
duoc giu im dudi den ham nong. That vay, khong ciia hang tinh trang ve sinh.
nao duoc trang bi den ham nong, lo vi ba hole tu dong. Moi Carl Karcher, ngudi sang lap chudi nha hang Carl's Jr, cho
thu diu duoc cha bian ngay khi khach hang goi, co nghia la biet: " Moi ngudi trong nganh dich vu thiic in nhanh dau
khach hang phai chd doi lau hon nhung khong ai liy tha lam ganh ty vdi ln -N -Out Burger. Trong khi ai cung tim cich giai
phiin ha. Hang ngudi dai dung chd din luot minh da minh thiau tham san phim mdi nim, chi cd ln- N -Out Burger vin
chung cho diiu do. giu nguyan thuc don ma danh bai tat ca " .
ln-N-Out Burger da chiing minh rang khong cin co mot Tap trung vd chuyen sau
thuc don that nhiiu mon va cung chlng cin phai lien tuc
thay ddi. Chi cin ban chuyen sau vao mot san pha’m, rdi Hai nghien cuu sinh, Tiin si Larry
ban se co nhiiu khach hang trung thanh din vdi san pham
ciia ban. Google j Page va Sergey Brin, khong nghi
minh se co co hoi trd thanh ti phu
khi gap nhau d Dai hoc Stanford.
Thuc ra, khdi diu tinh each ciia ho khong hop nhau. Sergey,
Giir vung lap trurnig ngudi goc Nga, theo hoc Dai hoc Maryland, con Larry d Dai
hoc Michigan. Hai ngudi thirdng xuyen bat ddng y kiin vi moi
O thung lung Silicon, niu ban lam viec cho mot tap doan van di. Chi duy nhat mot viec ho cung quan diim la tim kiim
noi tiing trong nganh cong nghe thong tin nhu Apple, Oracle, phuong thuc mdi de giai quyit viec truy tim thong tin tu co sd
Sun Microsystems hoac Netscape, nghia la su nghiep ciia ban du lieu khong Id - mot trong nhung thach do kho khan nhit
dang tiin triin rit tot. Ban se trd nen noi tiing hon khi nim trong linh vuc cong nghi thong tin.
giu trong tay nhiiu co phiiu cua cac tap doan nay. Nhan vien
Cong cu tim kiim tren Internet da duqc khai thac bdi mot
ciia Amazon (tuy tap doan nay toa lac 6 Seattle, khong phai or
bo doi noi tiing khac d Stanford: David Filo va Chih-Yuan
thung lung Silicon), cua Yahoo hoac eBay cung thi: trd nen
" Jerry " Yang. Ca hai da lap nen Yahoo dudi hinli thuc mot
noi tiing khi gia tri co phiiu ciia cong ty ho tang vdi toe do
danh ba website, rdi tung ra cong cu tim kiim thuong mai
chong mat.
dau tien tren internet vao nam 1998. Vdi 80 trieu ngudi su
Trong bdi canhnhu thi, dudi cai bong ciia eBay va Yahoo, dung, Yahoo chiem thi phin 32 ti USD, va chi trong vong
mot cong ty hiu nhu khong duoc ai chu y din da vuon len trd mot nam, gia tri mot co phi&u ciia Yahoo da tang tir 28 USD
thanh mot hien tuong thanh cong vuot bac trong lich sir ciia din 386 USD. Yahoo con cung dip hop thu di&itu miin phi,
thung lung Silicon. Diiu dac biet nhit la cong ty nay da noi quang cao ca nhan, va nhiiu dich vu khac di do’i lay quang
len tu mot linh vuc ma cac hang ldn khong nhung bo qua ma cao. Ky phung dich thu Excite chiin diu vdi Yahoo di gianh
con xem nhe. vi tri tren linh vuc nay nhung cuoi cung da thua tran.
Khi da phat dat, Yahoo tach xa din coi re, ha chuc nang
tim kiim tren Internet xudng hang thu yiu. Cac nha quan ly
trang web khip thi gidi nhanh chong khai thac kha nang ciia
phaii mint Yahoo. Co them nhidu trang web, Yahoo trd nen ty ridng. " Co hoi luon tim in trong moi rui ro " . Day chinh la
kem hieu qua. He thong chay i ach, va kit qua truy tim giim bude ngoat Ion cho su nghiep cua hai ngudi.
chinh xic.
Nhan thay tinh trang nay, Larry va Sergey nay sinh y Cdi tien sdn phdm
tudng mdi cho viec txuy tim tren internet. Hai ngudi hop tac
vdi nhau dd tao nen mot ciu true chuong trinh mdi rdi tridn Trong khi cac doanh nghiep Internet khac dang di len,
khai cong nghe mdi theo y tudng nay. Larry va Sergey quyit dinh rdi Dai hoc Stanford, tarn ngung
7
Ho miet mai lam viec trong phong tro oia Larry va dung chuong trinh liy bing 'l’iin si di lap ke hoach kinh doanh va
the tin dung dd mua phu kidn lap nen may chit. Hai chang kdu goi cac nha dau tu. Vdi su giup dd eda cac giao su, ho
nghien cuu sinh tung thiiu di xin hole hoi muon bit ky ciu nhanh chong nhan duqc su quan tarn cua mot so cong ty ldn .
kien nao ho tim thay. Hai ngudi tin chic ring minli da tim ra Andy Bechtelstein - mot trong nhung nha ddng sang lap ra
mot cong nghe mdi, chi con thiiu tai chinh dd dua vao ldiai Sun Microsystems, cue ky in tuqng vdi cong nghe mdi cua hai
thac. Larry va Sergey tiip xuc tit ca cac cong ty soan thao phin ngudi va viet ngay mot chi phiiu tri gia 100.000 USD. Du vay,
mdm truy tim tren internet di nhuqng quydn su dung, nhung phai did them mot thing nua ho mdi linh tiin mat, vi vao
ching ai quan tarn din. Moi ngudi diu cho ring kit qua tim thdi diim do Google tham chi con chua tdn tai. Ho chinh
kiim chi cin dat 80% la tot rdi. Du ai cung cong nhan ring thiic ding ky Cong ty Google vao thing 9/1998 vdi 1 trieu
chuong trinh cua Larry va Sergey cho kit qua chinh xac hon USD tiin gop von huy dong tu gia dinh va ban be.
nhung khong ai muon mua nhuqng quyin.
Larry va Sergey cim thiy hoang mang. Ca hai biit ro ring Thuong truong cgnh tranh
chuc ning tim kiim nay co tim quan trong, nhung khong
hiiu sao ho khong nhan duqc su ling ho cua moi ngudi. Ho Du da co su ling ho vi tai chinh va nim trong tay cong
doan chic ring trong tuong lai, su bung no’ cua cac trang web nghd uu viet, Google vln chua duqc nganh cong nghd thong
se khiin vide tim kidm gip nhiiu kho khin hon. Ho khong tin luu tim din. Khi Google chinh thiic ra mit vao nim 1999,
quan tarn din vide trd nen noi tiing ma chi muon tridn khai trdn Internet di day die hang loat cong cu tim kiim khic.
cong nghd mdi giup ting liidu qua truy tim tren Internet. Trong suy nghi cua moi ngudi, chuong trinh Google chi la tip
riu so vdi cic doi thu . So luqt tim kiim hang ngay qua Google
Sau nhung nd luc tim ngudi nhuqng quydn khong thanh
chi duqc 10.000, trong khi sd ngudi su dung Yahoo cao gip
cong, Larry va Sergey quydt dinh tu xoay xd di thanh lap cong
270 lln. Cung lric, Excite nhip vrii @ Horae dl ting curing till Larry va Sergey crin lap duqc them mot ky rich mia. Vao
canh tranh. Ngoai Yahoo, Exdte va America Online, con co nam 2001, Google girii thieu mot hinh thuc quang cao true
Alta Vista, Lycos, Inktomi, Ask Jeeves, LookSmart, Northern tuyln mrii - cac mlu quang cao nhri tuong ring vrii kit qua
LighL va GoTo.com. Ngay ca Disney cung co cong cu tim kilm tim lalm. Hinh thric quang cao nay duqc dat ten la AdWords,
rieng ciia minh ten la Go. Mot vai doanh nghiep trong so do tri ra dac biet hieu qua vi chring chi xult hien khi khach hang
dang chilm thi phin tri gia hang chuc ti USD. Rieng von thi da tim kilm thong tin. Y taring nay bit nguon tri Golo.com
tracing cua Yahoo da la 30 ti USD, cua Exdte la 6,9 ti USD, cua ( bay gib la Overture ) vai nam truric do nhung durii mot hinh
@ Home la 12 ti USD, cua Inktomi la 4,4 ti USD, cua Go 2 Net thric khac. Thay vi hiln thi kit qua ciia nhung cong ty da tra
la 1,3 ti USD, va cua America Online la 128 ti USD - mot con phi quang cao len dlu khiln ngurii truy cip nghi ngri vl rinh
so ky luc. Google ra mit kha muon mang trong san dioi beo trang thuc ciia cac kit qua tim kilm, quang cao AdWords ciia
bd nay. Nhung ylu to nay da diy Larry va Sergey lam vao canh Google duqc dit ri phia ben phai trang va ghi ro la cac quang
tring quin, nq nin. cao duqc tai trq (sponsored ads ). Giao diin vln ro rang, va
Mot ylu tri khac khiln Google bi thua kem la do Larry va Google vln trung thanh vrii quan dilm ciia cac nha sang lap.
Sergey khong chiu ndi long nguyen tic kinh doanh ciia minh. Bing each quang cao cong khai, hq daxay dung mot nln tang
Giao dien cua Google vln don gian, vdi muc dich duy nhlt la vring chic girip AdWords thanh cong nhanh chring, va ching
chay nhanh ma khong co quang cao, khong co during kit noi miy choc trri thanh cri may hai ra tiln cho Google.
qua trang web khac, va khong co dich vu phu trrii tao them Larry va Sergey vln tilp tuc drin toan tarn toan y dl cong
doanh thu. Hai ngurii drin moi no luc vao vide cai tiln cho cu tim Idem cua hq trri nen hieu qua. Khi drinh thric ra mit
Google cang ngay cang chay nhanh hon va cho kit qua truy tim vao nam 1999, Google lap muc luc chi thi cho khoang 30
chi'nh xac hon. Tuy sau do Google chip nhan mot hop dring trieu trang web - ngang bing voi cac doi thu. Bon nam sau,
qulng cao, nhung giao dien cho quang cao nay chi hien ra khi so trang web tang len 3 ti trong muc luc chi thi, va Google
co thao tac truy tim thuc su ma khong xult hien ngay tri luc diu. vln chay vrii trie do phi thuring. Din thrii diem thing
Vao thing 6/ 2000, sau khi hop luc voi vai doanh nghiep 8/2005, so trang web ting len hon 8 ti, va Google khong crin
doi tac, curii cung Google duqc chap nhan lam cong cu tim doi thii.
kilm cho he thong Yahoo. Yahoo va Google to chric hop bao Larry giai thich: "Trin thuc tl la ngay cang co nhilu ngurii
dl cong bo su hop tac. Du hai ben dang tao ra mot thi manh tim kilm thong tin tren Internet, vi vay chring toi tap trung nri
thuc su, nhung girii bao chi vln chua that su quan tim den. luc dl cai thien chric nang nay dl dap ring nhu clu cho moi
ngudi vti ca cho ban than chung toi. Chung toi chi la mot co ngoi cho Borland trong rung tung bach d thung lung
cong ty nho, do do niu muon md rong them dich vu de canh Scotts, California, vdi nhung ngoi nha theo kidn true Nhat
tranh vdi doi thu khac, thi do la ca khdi luqng cong viec Ban va ao tha ca canh.
khong lo. Hon nua, do khong phai la chuyen mon cua chiing Su thanh cong vugt bac nhanh chong da lam phat sinh
toi. Toi tin minh da co mot quyet dinh dung din khi chon
tinh tu man d Borland, va cong ty trd nen mat dinh hudng.
hudng di nhu thi " . Philippe khong muon phat huy didm manh cxia minh la
cong cu phat tridn ung dung, ma muon ddi diu vdi
Microsoft bang phin mim ung dung. Anh cho ra ddi bo
Duong vao coi diet chuong trinh da chuc nang theo kieu Microsoft Office.
Microsoft de bep ngay Borland. Cuoi cung, vao nam 1995
Mot cong ty d thung lung Silicon da
Borland di theo ldi mon cua Yahoo la xa rdi

ngudn goc cua minh, du trong trudng
Philippe phai rdi khdi Borland. Tung dot giam doc diiu
hanh noi dip nhau co gang leo lai Borland theo nhung
hudng khac nhau, ngay ca viec doi ten cong ty thanh Inprise.
hop nay cong ty roi vao tinh thi khiing hoang nghiem trong.
Thi nhung tit ca diu that bai.
Nam 1999, trong khi moi cong ty khac d thung lung Silicon
dang phat len, nhiiu ngudi cho rang Borland kho tdn tai qua Khi Dale Fuller nhan chuc vu giam doc diiu hanh, tinh
thien nien ky mdi. Tiin trong tai khoan gin can kiet, khong hinh that kinh khung. Dale ke lai: " Hon 1 ngan nhan vien trd
cd chiin luge cho san pham mdi, va chi tieu thieu Idem soat. nen mit phuong hudng. Chi tieu vugt qua muc doanh thu .
Borland dang d ben bd vuc tham den khi Dale Fuller xuit Mgi ngudi lam vide rdi rac, khong dugc dinh hudng muc deu.
hien . Bang each hudng Borland quay trd lai coi ri va tap trung Cac lap trinh vien tap trung lam nhung du an phin mim ma
vao mot linh vuc, Dale da vuc day Borland. chua tim dugc diu ra cung chang cd ki hoach cu thi " .
Trong thap nien 1980, Borland da trd thanh huyfen thoai Them vao do, gia cd phiiu cua Borland tren thi trudng ngay
d thung lung Silicon. Anh chang giao vien toan ngudi Phap cang sut giam. linh hinh cang tdi te hon khi cong ty chi con du
Philippe Kahn di cu qua My vdi mot so tidn it di trong tui. din mat di chi tieu cho mot tuin. Trudc day, Dale da tung lam
Anh khdi diu su nghiep nam 1983 vdi phin m m Turbo vide cho nhung tap doan cong nghe thong tin ldn, va cung
^
Pascal - cong cu giup cac nha lap trinh phat tridn phht m&m gidng nhu nhung nhan vien khac, ong luon mo din ngay minh
ung dung cho may vi tinh. Doanh sd cua Borland nhanh se trd thanh ngudi diiu hanh ctia mot cong ty ldn. Nhung trong
chong tang vot len 500 trieu USD mdi nam. Philippe xay mot trudng hgp nay, ong thiy nhu minh dang trong con ac mong.
Viec dlu tien ong lam la kilm soit chat che tai chlnh cua con viec dl lam. Thlt kinh khung! Cong ty khong cd tlm
Borland. Ong yeu ciu nhan vien phai lam phieu xult ngan nhin, khong dmh luqng chi tieu, khong kl hoach chi tilt.
trinh ong duyet khi mucin mua mon hang nao tri gil tren 2 Chung toi giong nhu mot con tau khong blnh lli giua bien
USD. Ong ke lai: " Khong ai co the’ mua mot cay vilt ma thilu khoi menh mong " .
chu ky ciia toi " . Quylt dinh nay thoat dlu nghe co ve khlc Giai phlp duy nhlt moi nguoi nghx din luc nay la bln
nghiet, nhung din din moi nguoi da nhan thly hieu qua. cong ty. Ca ba nha tu van cd tlm cd dlu dua ra cung mot kit
Trudc do, moi nguoi chi tieu khong kiem soat, hlu nhu luan khi dinh gil tdng thl cong ty: " N &n bln glp! ".
khong co ai kilm tra lad nhung khoan chi vo ly nhlt. Chlng
han, trong bio do nhung nam trudc co ghi khoan chi 100 Mac du co clu to chiic bi xio tron, nhung Borland van
ngan USD de mua thuc an va chlm soc mly hd cl kilng, con doi ngu lap trinh vien tan tarn. Dale hy vong cd thl phuc
nhung trong 10 nam qua khong co con ca nao trong cac hd hdi su trung thanh va hd trq cua ho blng cich hudng ho tap
nay chi vi chon da bit an thit hit. trung vao thl manh cua cong ty. Ong chi cd mot yeu clu:
Trong tuong lai, moi san pham phln mlm phai cd tinh nang
Du da kilm soat chi tieu nhung Borland vln con thoi thop. hd trq va chay duqc nhung ung dung tren Internet. Dua vao
Trong con tuyet vong, Dale quylt dinh mot hanh dong tlo bao. linh cam nghe nghiep, ong tin chic tuong lai ciia nganh cong
Ong bilt Microsoft dang xam pham quyln tic gia trong mot sd nghe thong tin se thuoc vl Internet.
phln mlm co ban quyln ctia Borland. Ong din ngay tong hanh
dinh cua Microsoft a Redmond, Washington, va lam viec vdi lln dlu tien sau thdi gian dai, Borland cd mot hudng di ro
ong ldn nay. Sau nay, Dale k!lai: "Toi noi vdi ho: Toi khong rang. Du trai qua bao biln dong, thay doi nhan su, nhung
muon kien cac ong. Co le cluing ta cln mot thoa thuan nhuqng Borland vln con duy tri duqc mot doi ngu clc lap trinh vien
quyln." Nude cd nay da giiip ong dem vh cho Borland 125 trieu trung thanh, gin bo vdi cong ty. Thl nhung, luc nay day, Dale
USD, trong do 100 trieu USD la phi chuyen nhuqng va 25 trieu lai phai doi mat vdi mot kho khan mdi: long tin cua khlch
USD la phln him cua Microsoft vao Borland. hang. Su thilu dinh hudng trong thdi gian dai dl lam Borland
mat rat nhilu khlch hang chu chdt. Ngay buoi hop dlu tien
Khi con khung hoang tai chinh tarn on, Dale trieu hop vdi clc nha phlt triln phln mlm ung dung, gin 2.500 nguoi
tit ca trudng phong ban. Ong yeu clu tirng nguoi trinh bay to ra giln du va hoai nglii vl Borland. Ong cln phai loi keo ho
ro cac du an ma ho dang phu trach. Kit qua that chan nan . quay trd lai dung san phlm cua cong ty. Dilu dlu tien ong lam
Mdi du an chi keo dai toi da la ba thing. Dale kl: "Toi nhlm la ngo ldi xin ldi true tilp din tung khlch hang va cam kit vl
chuc thing Tu, va thly ro rang la din thing Bay, se khong chit luqng, dich vu cua Borland dl giu uy tin vdi khlch hang.
Khdng gi khdc ngodi Internet ung ho va gin bd ciia khach hang la nhung nlia phit trien
phin mdm ling dung.
Trong giai doan tidp theo, Dale ddn moi nd luc de tao
nen cong cu Internet cho nhom lap trinh vien chu chdt phat
tridn phin mdm ling dung. Thay vi doi diu vdi Microsoft Mot muc tieu duy nhdt
hoac Sun Microsystems trong vide tao edng cu cho Windows,
hoic chidn diu vdi IBM tren Linux, Dale chon chidn thuat ln- N -Out Burger da tao su trung thanh kidn dinh ciia
len ldi giua cac doi thu. Ong tuyen bd Borland se giu vi thd khach hang chi vdi mot thuc don duy nhit hon 50 nim
trung lip, tap trung vao tinh lien thong giua cac dich vu dang qua, dit chit luqng, thuc in tuoi va dich vu ldn trdn tinh
canh tranh vdi nhau. Didu nay dac biet quan trong cho nha da dang.
phat tridn phin mdm ling dung vi ho khdng co thdi gian, Google gia nhap thi trudng tim kidm thong tin trdn
tidn bac va nhan luc dd tao ra tung phien ban rieng cho mdi Internet muon mang nhung cuoi ciing di vuqt ldn din diu
he didu hanh. bing each tap trung dd cai tidn sao cho cong cu tim kidm ngay
Borland tung ra thi trudng vai san phim mdi cho nha phat mot hoan thidn nhit.
tridn phin mdm ung dung, kd ca JBuilder cho he didu hanh Vdi tim nhin xa trong rong va kha ning lanh dao xuit sic,
Mac OS X ciia Apple (cong cu diu tidn cho Mac trong tarn nim Dale fuller di lam Borland hoi sinh bing each hudng
gin diy ), va mot bo cong cu cho .NEI ciia Microsoft. Cong cu Borland quay vd vdi coi ngudn.
cua Microsoft duqc soan rieng cho Windows, trong khi cong
Ca ba cong ty trdn da chung to tinh hieu qua ciia vide
cu ciia Borland chay trdn nhung he didu hanh khac nhau. Mdi
san pham mdi ddu tao thuan lai cho nha phat tridn phin mdm tap trung no luc vao mot muc tieu thay vi dan trai moi thu.
Mot didu chic chin la ban hoan toan co thd thanh cong
ung dung - doi tuqng chinh ciia Borland .
neu ban bidt duy tri va tao diem nhin cho the manh ciia
Thing 1 nam 2001, Dale ddi ten cong ty trd lai la Borland, rieng minh.
diu hieu cho thiy Borland di hoan toan quay vd ngudn coi.
Trong chin quy lidn tiep, Borland tang trudng manh me. Tu
chd chi con vai ngay niia la bi pha san, dudi tai lanh dao ciia
Dale fuller, Borland da vuc diy, trd thanh mot cong ty co 300
trieu USD trong tai khoin, tra hdt no nin, va duy tri duqc su
DAM DAN OAU! 89
Chuong 6
KHI KHONG TIM RA M ac, . du da nghien cuu va chudn bi ky cang tinh hud'ng
kinh doanh nhung nhiiu khi su viic v&n khong dim tien nhu ban
GIAI PHAP, HAY mong muon. Khi da lam tat cd moi viic trong khd nang GO the ma
vin khong tim dmc gidi phdp huu hieu, ban hay thay d8i van de.
THAY DOI VAN DE
Tim mot son choi moi
Peter Thiel da trai qua bai hoc do khi
ong rbi Wall Street de d&i thung lung
Silicon giua giai doan Internet dang
phat trien manh me. Bi4t ring nganh cong nghiep khong day
sip bung no, nen Peter hap luc vdi Max Levchin di thanh lap
Field Link. Llai nguoi tin ring se co thi trudng cho cong nghe
^
ma hoa ap dung vao thi t bi khong day, nliung ngay tir diu ho
da gap nhifiu khd khan. Diu tien la su chong doi du doi cua cac
cong ty truyin din khong diy. Ngay ca khi cac cong ty nay hiiu
ring thiet bi di dong cin duqc dam bao an ninh, thi Field link
chi la linh mdi so vdi hang chuc cong ty khac dang hoat dong
trong cung linh vuc. Le di nhien, Field Link cin din cac cong ty
truyin din hon la nguoc lai.
Mot kho khan nua la tinh huu dung cua san pham . phAm dung cho he thong khong dAy; khi do chi co 10 ngan
Nhung trinh duyet diu tien Held Link soan cho he thong ngudi dung san pham khong dAy so vdi con sd 4 trieu khach
khong day khong dem lai nhiiu tien ich cho ngudi su dung. hang su dung PayPal. Du eBay dA co dich vu chi tra rieng la
Peter va Max khong tim ra duqc tinh nang nao ma ho nghl Billpoint, PayPal vin giu vi thi hang diu trong cac khoan chi
khach hang mong muon. Sau mot thdi gian, hai ngudi thAy tri true myin. Neu Peter va Max cu di theo ki hoach ban diu,
khong dii kha nang di giai quyit hai vAn di ngoai tAm kie’m kit qua chic chin se di theo chiiu hudng khac.
soat: giao dien kho khan va sue manh tap tmng ciia cac edng
ty truyin din. Ho quyet dinh ddn no luc vao mot sAn choi
mdi nhung don gian hon: chi tra qua e-mail, ddng thdi doi Chuyen huong
t£n cong ty thanh PayPal .
Chris Emery va Larry Einnson la hai ngudi
Vao thoi gian nay, toan nude My co 140 trieu ngudi su ban thin tit thdi tmng hoc d thanh pho
dung e-mail, nhung chi co khoang 2 trieu ngudi kit ndi vdi Winnipeg, Canada. Sau khi tot nghiep dai
thiet bi khong dAy cho Internet Ngoai viec cung ung cho thi hoc, ca hai diu lam viec cho cong ty cua gia
trudng co tiim nAng ldn hon, thi giai phap e-mail khong cin
din nhung cong ty ldn lam doi tac. Diiu quan trong khong
kem la e-mail gitip Peter va Max cung ting giai phap cho viec
chi tra theo dinh dang di su dung, theo true quan - diiu ma ho
l ODHOPPEKS dinh. Thita hudng mau kinli doanh cua
nhung ngudi cha, ca hai Ap u giAc mo co
mot cong ty cua rieng minh.
khong lam duqc tren man hinh nho ciia thiit bi khong dAy. Giua thap nien 1990, Chris va Larry quyit dinh lap mot
cong ty banh keo; su dung cong thuc lam banh keo gia truyin
Di khdi dong, Peter quyit dinh tra cho moi khach hang 10 tit ba noi cua Chris. Khi ba lam cac mon banh vdi hat diiu, sd-
USD khi ho dang ky su dung phin mim PayPal, va them 10 co-la, va ni, hoac bo dau phong, kho ai ma cudng lai duqc su
USD khi ho gidi thieu mot khach hang khac. Ong giai thich:
hAp dAn va thorn ngon cua chiing! Hai ngudi tin chic ring niu
" Ai cung nghl hanh dong nay ciia chiing toi co ve nhu dien rd,
tung ra thi trudng nhung loai banh nay, ho se hot bac.
nhung do la each thu hut khach hang it ton kem nhAt ". PayPal
lap tiic trd nen An khach. Trong vong 6 thang diu tien, tren 1 The nhung, chen chAn vao thi trudng cao cAp khong
trieu khach hang dAng ky. Vdi giao dien di su dung, than di dang. Luc do, thi trudng banh keo tri gia 24 ti USD d
tliien, PayPal nhanh chong trd thanh he thong chi tra tuy chon BAc My diu do cac cong ty da quoc gia nim giu. Ridng
cho eBay, va theo do doanh thu tAng vot. N Am sau, khi PayPal Hershey va Mars kiim soat 75% thi phin va he thong
co thi trudng on dinh, Peter va Max cliinh thuc dong cua san phAn phoi. Khi muon gui san phAm cho sieu thi va ciia
hang ban le, hai ngudi phai tra khoan phi thue mat bang khach hang md nap hop, hq muon trong thly mlu ma dep
ca ngan do la. chii khong phai may khoi so-co-la tho. Diau te hai han nua
Khong co gi ngoai mot cong thuc lam birth keo truyln la dong goi dang qua biau nhu tha chi co tha ban chay trong
thong va mot trai tim day nhiet huy&t, hai ngudi thue mot dip la hoi, thdi gian con lad trong nam se bi a am. Lqi nhuan
mat bang rang khoang 65m2. Vi khong du tian de mua thiat khong cao nhu ky vong, va chang bao lau cdng ty lam vao
bi hoac thug ngudi phu giup, nen ca hai phai tu luc lam lay canh chit vat.
moi viec. Ca hai bat diu lam tung me banh keo 40 kg bang Hai ngudi co duy tri cdng ty bang moi each da thu hut
phuong phap thu cdng, rdi cho vao Ip nhua. Sau do cung khach hang. Hq thly each nhanh nhat la mdi khach hang an
nhau di rio d hoi cho hoac hanh lang trung tarn bach hoa da thu. Mot khi da nam qua Clodhoppers, ai cung thay ngon.
phan phat. Ho dit ten cdng ty la Krave's Candy, nhung khi Nhung lam sao da co nhiau ngudi an thu mdi la van da.
noi chuySn vdi nhau ho goi san phim cua minh la Liic nay, tran thi trucrng, Krave's Candy chi la mot cdng ty
Clodhoppers ( ngudi nha qua ). tep riu ma cac cua hang va ha thdng phan phoi ldn khong ha
Thanh cdng diu tien cua Chris va Lany la thuyat phuc mot da mat dan. Tham chi khi mot vai cua hang Wal-Mart bay ban
nha phan phoi bay ban Clodhoppers d nam cua hang Wal-Mart san pham cua hq, cac san choi ldn vin xem thudng. Hai
tai dia phuong. Banh keo cua ho duqc tieu thu dat nhu tom ngudi khong du tai chinh, nhan luc hoac mdi quen biat da
tuoi, nhung mot dai ly nhuqng quydn cua Wal-Mart da nghi ho chen chan vao nhung ha thong phan phoi da on dinh. Hq
khong giao banh keo dung trong lo nhua vi chung khong tuong that su ba tic.
xung vdi hinh anh ma Wal-Mart muon tha hien, ma nen dung Sau 5 nam chat vat, Chris va Larry nhan ra ring hq khong
san pham trong hop qua da khach hang mua lam qua tang tha cii tiap tuc trong tinh trang nhu tha. Sau khi can nhic, hq
trong cac dip la. Y tudng nay co ve thu vi nan hq lam theo, dung di din mot quydt dinh dung cam: khong chen chan vao thi
banh keo trong nhung chiac hop thiat ka hoa my nhu cac loai trudng cao cip. Thay vao do, hq doi tan cdng ty thanh Chris
sd-co-la khac. Tuy nhian, san pham cua hai ngudi cung chi
& Larry's Clodhoppers, dong thdi hq thay doi luon miu ma
duqc tiau thu gidi han trong vai cua hang Wal-Mart d Canada. bao bi sang trong bang nhung bao bi nhua re tidn, vdi cai
Mot trong cac khoan chi phi ldn nhlt nim d khau dong nhan mdi duqc thiat ka hai hude, titan thien, kem tlieo chan
goi thanh phin, die biat la chi phi in 4n nhung bao bi sang dung ky hoa aia Chris va Larry.
trong, vi vay hq cin phai co ty suit Iqi nhuan cao da bu dap Thay doi phuong thuc dong goi da giam chi phi dang ka
lai . Ngoai ra con viec trinh bay hinh dang san pham. Khi va cho phep hq giam gia thanh san pham: tu 5,5 USD mot
hop quaxubng con 3,5 USD motbao nhua. Vdi mau ma mdi 3 lin, lqi nhuan vung vang, va ho nhan duqc ngay cang nhilu
la va gia ha, cac nha ban le va phan phoi nhanh chong di y hop ddng cua cac nha phan phoi von trade day khong them
den ho. Hai ngudi cung ky duqc hop ddng doi tac vdi hang de mat d £n ho.
hang khong quoc gia Air Canada va mot hang hang khong dia Chris va Larry vin la ddi ban than thidt vdi nhau, va cau
phuong, Westjet. The la cd them 400 ngan ngudi biit din san chuyen ve tinh ban nay cang to dam them cho su thanh cong
pham. Ho tiip tuc ky them hop dong khuyin mai va bat diu ciia ho.
khai thac thuong hieu cua minh.
Co hoi da din vdi Chris va Larry. Khi ho mang san pham
di triin lam trong mot hoi cho Wal-Mart dr thanh pho Hoc hoi nhung khong chim dam
Toronto, den cuoi ngay cd mot ngudi dan ong din gap ho.
Hai ngudi dang tat bat phan phat banh keo cho khach an thu
trong qua khir
nen tham chi con khong cd thdi gid doc bang ten vi khach. Quydt dinh thay doi mot hudng di cho tuong lai luon kho
Ho chi tu gidi thieu van tat: "Tdi la Chris " va "Toi la Larry " . khan. Quy mb cong ty cang ldn thi quydt dinh ay cang kho
Vi khach tra Idi: "Tdi la Lee Scott, Chu tich kiem giam ddc khan gap boi; dac biet la khi cong ty cua ban cd mot qua khu
didu hanh cua Wal-Mart. " rue rd, huy hoang. Thi nhung, do la dilu hop ly va dung dan
nhat ban nan lam trong trudng hop hudng di hien thdi khong
Larry bat ngd thbt len: " Chiing tdi da cho dqi ca ddi de’
dem lai hieu qua hoac khong con phu hop.
duqc gap ong! " .
Nhu nhilu doanh nhan khac, Ron
Lee thich san pham cua ho, va bao ho giao hang dan tru
so trung uong cua Wal Mart a thanh pho Bentonville, bang
Arkansas, Hoa Ky. Vao dip Giang Sinh nam 2000, Wal-Mart
ban thu san pham ciia Chris & Larry's Clodhoppers trong 400
0
(
Shaich ciia Au Bon Pain cd bude khdi
dlu kha khiem tdn. Sau khi md mot
ciia hang banh quy d thanh pho’
Boston, anh liin hop tac vdi mot cua
cua hang khlp nude My. Dua tren ke’t qua thu nghiem, nam
B R tA U hang banh gin do di ban banh sung
sau san pham lan rong ra tat ca 2.700 cua hang. Muc tang
bo cho khach an diim tarn. Trong
trudng da tang ddn 40%.
vong mot nam, hai ben hop luc di thanh lap Au Bon Pain.
Vdi miu ma cung thuong hieu mdi, Chris va Larry nhanh
Sau mot thdi gian quan sat khach hang, chang trai tot
chong giau len. Trong hai nam tidp theo, doanh thu tang gip
nghiep dai hoc Harvard nay da noi: " Ban khong cAn tim bang
ciia Harvard mdi tim duoc co hoi kinh doanh. Tdi thiy khach them de duoc. thuong thuc mon an thuc udhg ngon mieng , duoc
trang tri hdp ddn trong khung ednh dS chiu , vd ho an ud'ng voi td t
'
thuong vao ciia hang toi, mua mot o banh mi roi nhb toi xe
doc tu tren xudng dudi. Sau do ho mua thit tu ciia hang thuc ca niem xuc cam " .
phim ki ben di co chiic banh mi kep thit Toi mo udc co Ro rang Au Bon Pain khdng dap ling duoc xu thi nay. Vin
ngay lap mot mang ludi quan ca phi kem banh " . di chinh nim d co sd ha ting. Thi nhung cung luc thay doi
Ron quyit dinh thuc liien giic mo cua minh . Ong thanh noi that ciia miy tram nha hang la diiu cue ky kho khan.
lap hon 250 nha hang Au Bon Pain ban banh mi kep thit vdi Nim 1993, may min da din khi Au Bon Pain mua lai
chit luqng cao, luon nong sot trong toan vung Dong Bic nude cong ty St. Louis Bread. Giong nhu Au Bon Pain, St. Louis
My va ban co phiiu ra edng chung vao nam 1991. Thi nhung, Bread la chudi nha hang ban banh mi kep thit chit luqng cao,
Ron da pham phai hai sai lim. Thu nhit, di tiit kiim chi phi
nhung quan diim va each diiu hanh ciia St. Louis Bread khac
va giii gia thanh ha, ong chi thiit ki nha hang theo miic tdi vdi Au Bon Pain. Cac nha hang ciia St. Louis Bread nim trong
thieu kieu re tiin, voi ban ghe bang nhua va trang tri don so. vung ngoai o vdi each trang tri am ciing, than thien khien cho
Thu hai, ong tap trung cac nha hang d khu vuc trimg tarn do khung canh cang them ve mdi moc, rit duoc thuc khach ua
thi. Khu vuc nay thuong dong khach trong gid lam viec, nhung chuong. Sau khi sd hiiu St. Louis Bread, Ron tiip tliu each lam
phin ldn diu trd nen ving ve vao buoi tdi va ngay cuoi tuln, nay va doi ten thanh Panera Bread .
nen luqng khach khong cao, trdi sut theo gid giic.
Trong luc Panera Bread dang an nen lam ra, thi Au Bon
Khi Au Bon Pain md rong quy mo vdi tren 500 cua hang, Pain roi vao tinh trang tri tri. Doanh thu sut giam trim
Ron nhan ra xu hudng mdi ve thi hidu ciia khach hang: ho
trong, ty le nhan vien thoi viec cao. Ron quyit dinh thay doi
sSn sang tra tiin nhidu hon di duoc an uong ngon hon va chiin luqc. Ong trieu tip hoi ddng quan tri va di nghj mot
phuc vu tot hon. Thay vi mua ca phe pha sin, ho thich y tudng gty siing sot: ban 550 nha hang Au Bon Pain rdi md
thuong thuc loai ca phi duoc loc qua phin. Thay vi dung thuc rong 19 nha hang Panera Bread thanh thuong hiiu khip
an nhanh tien lqi, ho thich chon mon an theo mon. Ho nude My. Tat ca moi ngudi diu phan doi y tudng nay, nhung
muon thuong thuc loai bia thorn ngon Samuel Adams hon la khi doi diin vdi nhung con so dang budn trong bang bao
cac loai bia re tiin khac. cao tai diinh, moi ngudi buoc phai chip nhan . Khi ong cong
1’rong cuon Trading Up ciia minh, Michael Silverstein va bo chiin luqc mdi, khdng mot nha phan tich cluing khoan
Neil Piske da nhan xet: "Thuc khdeh thude tdng Idp trung luu nao d Wall Street min ma, nin gia tri co’ phiiu cua Au Bon
khdng phai an chi &i thoa man con doi bung . Ho sdn sang chi trd Pain sut thi tham.
Nam 1999, tit ca 550 nha hang Au Bon Pain da duqc Ro rang, khi biet ring minh khong the giai quydt hai van
ban va moi nb luc dbn vao Panera Bread. Hoc hoi tu sai dd co ban - noi thit va dia diem - Ron da thay ddi hoan toan
llm trong qua khii, Ron tao ra hai chuye’n bidn. Thu nhat, vin dd. Bing each chip nhan tu bd quan diem co huu va hoc
ong diu tu manh vao thidt kd noi that de tao ra khong khi hoi tu sai lam, ong da dung cam tidn ddn tuong lai vdi
am ciing, than thien va moi goi. Thu hai, ong chon cac dia Panera Bread.
diem d ngoai 6. Rieng cong thuc am thuc, ong khong thay
doi: banh mi kep thit nong sot thorn ngon. Thuc don ciing
duqc md rong vdi xiip, rau tron, cac mon lam tu thit bd va Kho khan cua Blockbuster
ga Hy ciing cac loai banh nudng, con ban an luon duqc
don vdi chen dia ddng bo bang sii va mudng nia bang bac. Ciing giong nhu Au Bon Pain, mang ludi sieu ciia hang
Panera Bread con cho khach hang sii dung Internet khong cho thud phim Blockbuster ciing doi mit vdi vin dd thi
day midn phi de luu ho d lai lau horn va an udng them. trudng thay doi. Vdi 6.000 ciia hang toan ciu, nhiing kho
Ngay lap tiic, Panera Bread duqc yeu thich ndng nhiet. Nha khan d Blockbuster co tim rong ldn hon.
hang nao ciia Panera Bread ciing dong khach ca trong va Khong liu sau khi Viacom mua Blockbuster Video, mang
ngoai gid lam vide. ludi nay lim vao tinh trang xao tron. Giam doc didu hanh
Ron cho bidt: " Thuc khach mubn thudng thiic thuc an thu mdi chuydn tru sd chinh ddn Dallas de chim dut tim anh
thiet. Ho muon bdi ban thu thiet, va thudng thiic trong hudng ciia ngudi tidn nhiem, do do nhidu quan tri vidn cip
khung cinh loi cuon. Chinh banh mi ciia chiing toi la ydu to cao rdi khoi cong ty. Doanli thu sut giam nghiem trong. Wall
cot loi. Y toi noi la banh mi thii thiet duqc lam theo phuong Street viii dap co’ phidu ata Viacom, rdi giam dbc didu hanh
phap lau doi ca tram nam va nudng trong lo lat da " . mdi ciing ra di. Mang ludi dang dung trude thdi didm quydt
dinh van mang ciia minh.
Y tudng lidu linh ciia Ron da hai ra tidn. Panera Bread md
rong ra thanh mang ludi nha hang Idem lo lambanhldn nhat Sumner Redstone nhan chiic giam dbc didu hanh va cb
nude My, voi tren 550 dia didm, dem lai doanh so 1 ti USD ging vuc day Viacom. Sau khi tim hidu tinh ltinh, Sumner
trong nam 2003. Nhiing nha phan tich Wall Street luc trude nhanh chdng nhin ra ring ydu to kinh td trong dich vu cho
cong kich Ron gid ndng nliiet ngqi klien ong. Iham chi ho tliue bang khong duqc thuan lqi. Khi co mot phim mdi,
con so sanh Panera Bread vdi cac mang ludi nha hang thude Viacom phai tra hang phim 65 USD cho mdi cubn bang. Ndu
loai hinh khac, ke ca Starbucks va Krispy Kreme. cho thud mdi luqt vdi gia 3 USD, cong ty sd thu hdi gia mua
100 DARE TO LEAD! DAM DAN DAU! 101
bang sau 22 luqt, nhung chua thd hda vdn ndu tinh them cac Sumner tuydn dung John Antioco tu Taco Bell (mang ludi
chi phi phat sinh. Thong thudng, luqt nguoi thud bang dong ciia hang chuydn ban thue an Mehico ) vd lam giam ddc didu
nhit la khi phim mdi phat hanh, va sau do nhanh chong sut hanh mdi cua Blockbuster, va ca hai soan thao phuong an
giam din. Vi ly do nay, Blockbuster khong manh dan diu tu kinh doanh mdi: chia se lqi tuc cua cua hang vdi hang phim.
mua dii luqng phim chi dd thoa man nhu ciu cao trong giai Thay vi tra trade 65 USD cho mdi cuon bang, ho dd xuit chi
doan diu ma gidi han so luqng phim cho thue nhim thu tra trude mot khoan phi nho nhung sau dd chia cho hang
duqc lqi nhuan toi da. phim 40% tidn thud thu duqc. Dd doi liy phuong an nay,
Blockbuster se ting gip ba so bang mua tu hang phim. Theo
Cac mang ludi cho thud bang ddu chiu chung tinh trang
phuong an nay, cac ben hen quan ddu duqc lqi. Khach hang
nay nhung Blockbuster con trim trong hon. Theo udc tinh,
,
duqc lqi vi khong phai trd vd nha tay khong, va Blockbuster
vdi 65 USD dio mbi bang video, moi ciia hang co 10.000
ciing duqc lqi vi co thd cai thidn dong tidn mat va gia tang
bang va mang ludi co 6.000 cua hang, cong ty phai tra trade
doanh thu. Con cac hang phim duqc lqi vi co them doanh thu.
cho cac hang phim 3,9 ti USD rdi din din liy lai von sau. Di
nhien cac hang phim khong co ly do gi dd phan nan, nhung Bidt ring cac hang phim kho ma chip nlian each lam an
Viacom thi kho so vi bi chon von. mdi nay ndu chi noi suong, nen John lam mot cudc thu nghiem
d mot vai ciia hang: mua them bang va sip xdp vide kinh doanh
Mat khac, khi co phim mdi, nhidu ngucri do’ xo den ciia
nhu the dang lam an theo each mdi vdi cac hang phim. Kdt qua
hang cho thud bang rdi buc bbi vi phai ra vd tay khong. Chidn
thu nghiem vd cung kha quan, va Blockbuster mang sd lieu thii
luqc nay ro rang khong thoa dang va Blockbuster Video dang
nghidm ddn Hollywood di thuydt phuc. Disney nhanh chong
phai tra gia, vi co ddn 30% khach hang chan nan bo vd.
ky hop ddng mdi, Viacom lam chu co’ phin hang Paramount;
Blockbuster 1dm vao tinh thd tidn thoai ludng nan vdi hai cac hang phim khac ching bao lau ndi got theo sau. Hon niia,
van dd nan giai. Thu nhat: mua diem bang dd lam vua long vi cac hang phim sd duqc nhan 40% tidn thud bang, ndn ho co
khach hang, nhung lqi nhuan sd giam. Thu hai: giam mua them dong luc dd’ su dung anh hudng nhim quang ba manh
bang dd’ tang lqi nhuan (trong thdi gian ngin ), nhung vd lau me cho bd phim cua minh trade khi chinh thue tung ra thi
dai khach hang cang bit man va cong ty se mit uy bn. trudng nhim diy manh nhu ciu thud bang. Cuoi cung, khi nhu
Sumner kd’ lai: “ Luc iy, chiing tdi hiu nhu khong thd thoa ciu thud bang cua mot bo phim giam din, Blockbuster se ban
man moi nhu ciu cua khach hang, 'llnh trang nay cting giong bang cu cho khach hang de thu hoi chi phi diu tu.
nhu khi ban di vao McDonald's mudn an banh mi kep tint
Chidn luqc mdi nay nhanh chong xoay chuydn tinh thd.
nhung duqc tri ldi la chi co khoai tay chidn! " .
Cac ciia hang gia tang doanh thu 10% vao nim sau, va
102 DARE TO LEAD!
Blockbuster gia tang thi phan cho thue bang tut 25% Ien 30%
trong vong 6 thing. Sumner cho biit: "Thay vi tru a mdi cua
hieu 30 bang cho m6i phim an khach, chung toi tru 100 bang.
Blockbuster khong con phai lo ling diu ra, cac hang phim hai
long, va khach hang thi thda man vi di thue la co ngay " .
Chuong 7
Blockbuster khong phai la cong ty duy nhit thanh cong
khi ap dung chiin luge nay. Mo hinh chia se lgi nhuan mdi
giup gia tang 7% lgi nhuan cua toan nganh cho thue bang
phim anh. Khi dia DVD ra doi, dmu tit yiu la xu hudng thue TIEP TUC
PHAT HUY NHCrNG
bang giam di manh nhung nhung kinh nghiem nay vin co
the ap dung dugc 6 linh vttc khac.
HANH DONG DUNG

Hay thay doi van de
Sau khi da c6 ging canh tranh trong thi trucmg cao cip
nhung thit bai, Chris Emery va Larry Finnson da chuyin huong
dua san pham cua Clodhoppers den voi khach hang binh dan.
Du linh vuc kinh doanh cua Blockbuster va Au Bon Pain
khac nhau nhmig diem tuerng ddng la ci hai d u gap khd khan
khi da co mot bude tiin dai va vung manh. Su thay doi cua ca
hai mang tinh dot pha: Blockbuster doi mo hinh lam an, con
Au Bon Pain thay doi hoan toan phong each va dia diim .
Khi ban khong thi tim ra cau tra loi cho can hoi ban dat
ra co le da den luc ban nen dat mot cau hoi hoan toan mdi.
,
DAMDANOAU! 105 106 DARE TO LEAD!
Chiin lupc nay dung cho moi nganh kinh doanh. Mdt sdn
phdm biin the m&i dua tren sdn phdm co sdn co the giup giam gid
thanh vd tqo them tin tu&ng cho nhd quang cao, dd'i tac vd khach
hang. Nhin lai y tu&ng cu theo mdt goc nhin m&i co the giup ban
tiin them mot bu&c die thanh edng vupt bac.
Neu khoi dau ban thanh edng.. .

Gert Boyle chua bao gio nghi ring se
1 \f hung y tu&ng hay nhd t ve sdn phdm hoqc dich vu m&i
'
Sportawar Company. cd ngay minh phai didu hanh mot
thuc ra khong han luc ndo cung la y tu&ng m&i. rlhay vi bat dau lai cong ty 1dm. Ba hai long vdi vai tro
tu dau v&i mdt sdn phdm m&i, viec thay ddi mdu md cho dong sdn lam vo va me cua ba dua con, de Neil - chdng ba - yen tarn
phdm cu co the mang lai Ipi nhudn cao hem. Cdc cong ty trong link quan ly Columbia Sportswear - cong ty kinh doanh non do
vuc sdn phdm tieu dung da dp dung chiin lupc nay tu rdt Idu. Ho cha ba thanh lap . Th£ rdi, b§t hanh da xay ra . Nam 1970, Neil
nhdn thdy rang edi thien dong sdn phdm hien co se it rui ro horn dot ngot qua ddi vi benh tim b tubi 47 , de lai cho ba ndi dau
vide tung ra mdt sdn phdm hoan todn m&i. Mot vdi vi du diin hinh khon nguoi va mot Columbia Sportswear dang trong tinh
nhu General Mills gi&i thiiu Honey Nut Cheerios, Multigrain trang no nan chong chit.
Cheerios vd Frosted Cheerios dua trin dong sdn phdm bdnh quy Sau tang Id ciia Neil , Gert bit tay vao vide hdi phuc lai
Cheerios, trong khi Post biin Grape Nuts da dupe ua chudng thanh cong ty . Vdi tlm bang cu nhin xa hoi hoc va chua cd kinh
Crape Nuts Flakes vd Grape Nuts O ' s. nghidm gi vd kinh doanh nen ba gap phai su phan ddi tu
Chiin lupc nay to ra kha hieu qua. Khach hang thu&ng thick nhidu phia. Ngan hang tit chdi cho vay vi ho khdng tin tudng
thu them mot biin the m&i cua sdn phdm md ho yeu thick . Niu vao kha nang tra nq cua cong ty khi thly gid day cong ty dang
ban da thick an Cheerios , ban khong ngdn ngqi mua thu Honey duqc didu hanh bdi mot ngudi phu mi trude gid chi bidt noi
Nut Cheerios. Hon nua, n§ luc quang cao cho Cheerios cung co trq. Cac thanh vidn trong hoi ddng quan tri clp cao kliong
dnh hu&ng ddi v&i bien the m&i, nen edng ty khdng edn phdi ung ho nhiing quydt dinh cua ba vdi ly do la: "Trude day, Neil
quang cao hay tiip ihi mqnh me nhu khi gi&i thieu mot dong sdn chang bao gid lam nhu thd ! " .
phdm m&i.
DAMDANDAU! 107 108 DARE TO LEAD!
Khi Gert nhan quyin diiu hanh, Columbia Sportswear tham dinh va nam bat tam ly, thi hiau cua gidi tre da thiat ka
co doanh so 850.000 USD, nhung nam sau giam xudng san ph&n.
GOO.000 USD. Ngan hang ngay cang lo ling, cudi cung da
Thdi gian diu, Gert va Tim san xuat hang may mac de gui
nghi ba ban cong ty da tra no. Khong con each nao khac, ban theo catalogue va cua hang ban le. Columbia Sportswear
Gert dong y . Nhung khi tim ra duqc ngudi muon mua, thi
nam trong so cac cong ty diu tian hop tac vdi Gore da san
tinh the lai xoay chuyen . Khi cac ben chuan bi ky kit, Gert xuit ao gio Gore-Tex.
thiy ring sau khi da tra cac khoan no ngan hang, ba chi con
1.400 USD. Ba phan ung: " Vdi khoan tian nay, toi khong tha Vao diu thap nian 1980, ho san xuit loai ao ldioac co ldp
lam duqc gi " . lot co tha thao ra da dang. Y tudng nay bat diu rit nglu nhian.
Sau mot thdi gian cong tac vdi Gore, ho thiy doi tuqng khach
Ngay luc nay, quyit tam bang moi each phai giu lai hang mua san pham nhiau nhit la thq san va ngudi cau ca.
Columbia Sportswear troi day thdi thuc Gert hanh dong. Ba ihong thudng, khi bit diu ra khoi nha vao luc 4 hoac 5 gid
bat diu thuc hien nhung quyit dinh theo y minh . Trudc hat, sang, ho phai mac ao day cho du im. Khi mat trdi lan, chiac
ba sa thai nhung ngudi da phan doi ba - ke ca ka toan trudng, ao lam ho nong buc. Nhung ho khong tha coi ra vi ldp ao ban
luat su va tong quan tri. Ba ka lai: "Thuc ra, tinh hinh kha ngoai co hoa van giup nguy trang. Niu tach duqc ldp lot ban
quan hon nhiau vi toi khong phai lo chong dd trong noi bo. trong ra la tien nhit. Loai ao nay duqc Gert va 11m dat tan la
Chung toi tuyen dung nhung ngudi co cung tam nhin nhu Quad Parka. Co tha mac ao theo bon each, ldp ao ngoai khong
chung toi. Ban khong thi tian lan nau sudt quang dudng ban thim nude va ldp trong de giu im; ngudi mac co the thao ra
di luon co ngudi chong doi " . hoic gin vao mdi ldp riang biat. va co ban, kia’u ao nay thuc
Sau do, Gert cat giam tian luong cua minh va nhung ra la bon ao khac nhau: chi co tham ldp ngoai, chi co tham ldp
ngudi quan ly xuong con 500 USD. Gert cung giam bian dia trong, hoac co ca hai, hoac khong co tham ldp nao.
nhan su, chi giu lai nhung nhan vian nao gin bo va cin thiat Quad Parka nhanh chong duqc khach hang ua chuong.
vdi cong ty. De duqc ngan hang cho vay tian, Gert dem giay Vdi thanh cong nay, Gert va Tim ap dung cung mot nguyan
chu quyan to a nha cong ty lam tha chap. tic da tung ra kieu ao danh cho ngudi truqt tuyit. Gidi truqt
Tim - con trai ba, ldc nay dang theo hoc dai hoc, nhung tuyit tlii da dang hon thq sin va ngudi cau ca: hq cd each
vln danh thdi gian da phu giiip me. Sau khi tot nghiap, anh song kha die biat va ca hoi di mua sim nhiau noi, nhung dau
lam viac dio Columbia Sportswear. Ban canh viac san se bdt cd chung vin da: hq cin ao giu im khi dang cam thiy lanh,
ganh nang cho me, Tim con mot nhiam vu quan trong la va cin ao mong hon sau khi da vaun dong co tha. Chiac ao gid
kieu mdi co thuong hieu Bugaboo Parka, vdi tay ao va ldp lot thi ) vao nim 1997. Doanh so cua cong ty ting vot, tu 13 trieu
cd thi tMo rdi. USD nim 1983 ldn din 760 trieu USD nam 2001.
Vdi Bugaboo Parka, Gert va Tim khong mudn chen chan Tilp tuc triin khai nguyen tic sin cd, Gert va 'l im md rong
vao thi trudng cao cip, ma muon san phim nay din vdi doi them dong san phim giay cao co’ Bugabootoos vao nim 1983.
tuqng khach hang birth dan. Bugaboo Parka duqc thidt kl Din nay, ho di ban duqc tren mot trieu ddi giay nay. Sau khi
mdi la, do bln tuong doi, va gia mdi chile ao re hon hang cao di tao dung tin tuoi quen thude, Columbia Sportswear ding
dip khoing 100 USD. ky ban quyln mlu mi va la thuong hieu noi tilng cua cac loai
Doanlt thu tu Bugaboo Parka lip tuc tang nhanh chong. quin ao lot, ba Id , ddng hd deo tay va mit kinh.
Hien nay, Columbia Sportswear da ban duqc tren 4 trieu
chile ao loai nay, la loai ao thanh cong nhit trong lich su
nganh may mac trang phuc thi thao. Mlu thilt kl nay ngay Mot edi thien nho cd the tao ket qua Ion
cang trd nen thong dung khi cd nhilu cong ty da bit chudc y
Ban khong cin phli cd nhiing y tudng to ldn mdi tao su dot
tudng nay.
pha cho san pham cua minh. Chi cin mot vai cai tiln dua
Khi Bugaboo Parka ra ddi, cong ty cung phat dong dot trin kinh nghiem trong qua khu cung cd thi dem lai nhung
quang cao mdi. Trudc nam 1984, tit ca quang cao cua kit qua vd cung tich cue.
Columbia Sportswear dlu hudng vl chit luqng. Do la each
|
< Callaway Golf noi tilng vi di tung ra
quang cao theo truyln thong, nhung khong tao su phin
/T a thi trudng Big Bertha, Idlu giy choi gon
khich, mdi la. Trudc Idi d!nghi cua cong ty quang cao BPN ,
G O O L
L FF gop phin biln do’i bo mit cua mon thi
Gert va Tim dong y tltam gia dong vai chinh trong mot quang
cao cua Sportswear. V
A b«tt « r game by design
thao nay. Nhung thuc ra Big Bertha
khong phai la mot sang kiln mdi. Big
Trong mlu quang cao nay, Gert dong vai mot ba me kho Bertha chinh la tap hop nhung cai tiln
tinh, luon mudn thu thach su da dang va bln chic eda cac san cua nhung kilu giy trudc cua Callaway Golf.
pham, con Tim la nan nhin cho ba thu nghiem dl dam bao
Ely Callaway bit diu cong vide kinh doanh rieng khi ong
san phim dat chit luqng cao theo muc ma ba ddi hoi va dap
da vl huu din hai lin. Lin diu, ong rut khoi chuc vu Chu tich
ung vdi dilu kien thdi tilt khic nghiet noi tieng a bang
mot tap doan det ldn nhit thi gidi dl giy dung mot ddn diln
Oregon . Ml.u quang cao nay giup Columbia Sportswear doat
trdng nho d Nam California. Bit chip nhung thanh kiln cho
giai thudng cao quy Marketing Innovation (Sang kiln Tilp
ring midn Nam California khong the san xuat rugu vang co kich thude thong thudng, nhung vdi thidt kd diu gay gdm
ngon, ong da kha thanh cong. Nam 1981, ong ban di ddn didn bon mat, cung vdi tinh nang chuyen trong tarn de tao luc
trdng nho vdi gia 9 trieu USD va vd hitu lin nua, manh hon. Chi tidt cai tidn nho nay thuc su tao ra tac dong
Trong mot lin choi gdn ciing ban be, ong trdng thiy mot ldn. Ddn cuoi nam 1989, loai gay S2H2 duqc chon lam gay thi
kidu gay danh gon lam bang gd hd dao tuong tu kieu gay ma diu cua PGA ( Hiep hoi danh gdn chuydn nghidp -
ong da choi hoi con tre. Nhung kidu gay nay khong phai la dd Professional Golf Association ) , va doanh sd ciia cong ty tang
co. No co ldi bang thep ben trong thanh gd hd dao, va sau khi ldn 21,5 trieu USD.
sir dung kie’u gay nay, ong ngh! hieu qua cua no hoan toan Luc nay, Ely da co the’ nghi ngoi vi cong ty dang phat
khac so vdi nhung cay gay danh gon khac. Hai tuin sau, ong tridn on dinh, nhung ong vin tidp tuc tao them nhung
mua lai phan mia co’ phin cua mot cong ty nho dang gap khd bude dot pha cho san pham ciia minh. Vao diu thip nidn
khan trong vide san xuit kieu gay dac biet do. Ong doi ten 1990, Richard va nhom thidt kd cho ra mat mot loai gay
cong ty thanh Callaway Hickory Stick, U .S.A. bang thep khong ri co diu ldn hon miu thidt kd cu. Thidt
Vai nam tidp theo, cong ty tang trudng ddu dan nhung kd nay dua trdn kieu S2 E12 duqc ua chuong, cung thay ddi
cham chap. Cung giong nhu Columbia Sportswear, thanh trong tim . Su khac biet chinh la kidu mdi co diu gay to
cong khong didn ra mot sdm mot chidu. Ely ap dung mot hon nhidu, gitip ngudi choi danh qua gdn di xa va thing
trong nhung bi quydt thanh cong trong su nghiep cua ong hon. Ely dat ten la Big Bertha, theo ten mot loai dai bac cua
tnrdc do: suy nghi theo tim vi md va tuydn dung nhung nhan Due trong Thd chidn thu 1 noi tidng nhd dan dao chinh xac
vien xuit sac. Ong dion Richard Helmstetter - mot chuyen tim xa.
vien thiet kd cay co bida d Nhat Ban, d£ chi dao nhom thidt Khi choi thu loai gay nay, Ely tin chic minh sd thanh
ke, roi din tao dau an Lren llii trudng dung cu danli gdn co cong. Ong tu tin ddn ndi dat xuong chd tao 300 ngan cay gay,
tinh nang cao. Nam 1988, Callaway mua toan bo cong ty, do’i bd tidn tui ra trude dd tra chi phi.
ten lai thanh cong ty Callaway Golf va ddi co so vd Carlsbad,
Doanh so tang ldn 54 trieu USD trong nam 1991, va 132
phia bac tlianh pho San Diego.
tridu USD trong nam 1992. Gay Big Bertha cung duqc su dung
Cung nam nay, Callaway Golf tung ra thi trudng loai gay nhieu nliit trong cac giai diu gdn.
diu sat vdi thidt kd co tinh each mang: chuyen sue nang cua
Ely vin lidn tuc tim each cai thien cac tinh nang cua cay gay.
diu gay xuong bd mat danh gdn. Nam sau, Callaway Golf cho
Ong muon vdi cay giy cua Callaway Golf, mot ngudi choi gdn
ra ddi gay gd sat diu tien co thuong hieu S2H2. Loai gay nay
trung binh cung co thd dat thanh tich cao, khidn ho thdm thich
thu vdi mon tlie thao nay. Nam 1995, them mot cai tiln mdi tren que co gin pin khi In cho vien keo xoay vong. Nam 1997 ,
cda Big Bertha, tao nen thi he mdi cua gay danh gon ong ban Cap t oys cho Hasbro khi cong ty vln dang trong giai
dugc goi la Great Big Bertha Titanium Driver. 1/ doan phat triin manh vdi so tiln chuyln nhugng ldn . Dd la
Doanh so tang len 553 trieu USD; Callaway su tudng thudng xiing dang cho tai nang cua John khi da vuc
Golf trd thanh nha san xuit thilt bi danh gon day mot cong ty da gin nhu roi xudng vuc thim.
ldn nhit thi gioi. Din nam 1997, them vai f
Sau ]<hi ban di Cap Toys, John vln khong chiu nghi ngoi
kilu gay mdi nua dugc tung ra thi trudng, gop ma tilp tuc nghidn cuu de tao ra nhung san phim mdi. Ong
phlun lam doanh sd dat 843 tridu USD. vln giu ban quyln cua Spin Pop, va tin ring cong nghe tao
xoay vong nhu Spin Pop vln con co gia tri. Nhung su dung
cong nghe ly nhu thi nao de tao nen su khac biet ? Trong
Too sue bat moi cho y tuong cu mot lin cung cac cong su la John Spark, John Nottingham,
va luat su rieng Lawrence Blaustein - nhung ngudi da gdp
Tim phuong thuc mdi di ciing co su thanh cong khong
phln tao nen Spin Pop - di lang thang dgc cac quly hang
phai luc nao aing ro rang nhu each Gert va Tim thilt kl mlu
cua mot trung tam Wal-Mart di tim ngudn cam hung. Y
ao khoac hoac each Ely cai thien gay danh gon. Doi khi chiln
tudng dugc phat sinh khi hg di ngang qua quly trung bay
luge nay se tao ra mot san phim hoan toan mdi, hoac tham
ban chai danh rang. Tit ca cac ban chai danh rang chay pin
chi la mot nganh cong nghiep mdi. Do la dilu John Osher da
dlu co gia tren 50 USD. Niu hg co thi chi mot dong co ti
lam khi each mang hoa nganh ve sinh ring mieng.
hon re tiln tren que keo, tai sao khong dat no tren mot ban
John da tung sd huu ba co sd Idnh doanh khac trude khi chai danh rang ?
ong thanh lap cong ty san xuit dd choi Cap Toys. Vdi kinh
Nam 1998, John va cac cong su lap nen cong ty Dr. Johns
nghiem tich lily dugc, ong tin minh se thanh cong vdi cong ty
Products va bo ra 18 thing di tliilt kl ban chai danh rang
mdi nay. The nhung, hai san pham dd choi diu tien cua Cap
chay pin. Hg muon tao ra ban chai danh rang chay pin vdi gia
Toys da that bai tham hai khiln cong ty gin nhu pha sin .
toi da 5 USD kl ca pin. Di giu gia thanh ha, hg khong chi
Nhung John vln co tru lai va san phim tiep theo Arcade
nhilu tiln cho quang cao, ma tren bao bi cua san pham ghi
Basketball da thanh cong vugt bac, giiip hdi phuc cong ty.
dong chu "Try Me! " ( Hay dung thu toi! ) vdi mot nut bat tit
Trong 10 nam tiep theo, lgi nhuan cua cong ty luon phat
di khach hang tlni trong cua hang. Rdi hg giii ban sin phim
trien . Mot vai san phim thanh cong cua Cap Toys la: Stretch
d cua hang ban 11.
Armstrong, Giant Bubble Gun, Spin Pop - mot loai keo cim
Khich hang bat diu yeu thich san pliam mdi SpinBrush,
va doanh thu tang din. Sau kit qua thanh cong budc diu, ho
Tim co hoi de cung co fhanh cong
ky hop ddng vdi cic mang ludi ban le Idn. Trong nam 2000 Ely Callaway khong phai la ngudi phit minh ra loai gay
ho ban duqc hon 10 trieu chiic ban chai SpinBrush - hon gip gd sit di choi gon. Nhung ong da gop phin lam thay doi dien
ba con so cac ban chai chay pin khic cong lai - ma khdng cin mao cda mon the thao nay bang each lien tuc cai tiin sin
bit ky hinh thiic quang cao nao. pham, nhim giup ngudi choi gon trung binh co thi dat thanh
Thing 1 nam 2001, Procter & Gamble ( P&G ) mua lai Dr. tich cao.
Johns Products vdi gii 165 trieu USD, kem them phin chia lqi Ao khoac danh cho ngudi truqrt tuyit duqc Gert va Tim
nhuan. P&G co hai budc di pha le. Mot la tliue John va hai tliiit lei dua tren miu io khoic cho ngudi di san, nhung cuoi
cong su cua ong lam viec trong ba nam di tranh su biin dong cung day la loai io khoic bin chay nhit trong cic loai trang
hay thay doi. Hai la khong quang cao SpinBmsh trong bay phuc thi thao.
thing diu. P& G nhanh chong san xuit SpinBrush d cic nha
miy tai 35 quoc gia. Day la chiin dich tung san pham mdi John Osher khdng phat minh ra ban chai dinh ring chay
pin, nhung thuong hieu SpinBrush cua ong bin chay gip ba
nhanh nhit tu trudc din gid. Vao thing 3/2002, John Osher
cic loai ban chai dinh rang chay pin khic cong lai.
bin dut ban quyin cua SpinBrush cho P&G vdi gii 450 trieu
USD so vdi so tiin diu tu ban diu la 1,5 trieu USD . Diim tuong dong ciia ba trudng hop nay chinh la su vin
dung kheo leo va sing tao nhung gia tri thanh cong cua qui
khu di tao su khac biet cho san pham cua minlt.
*
Bear Bryant, huin luyen vien doi bong biu due Alabama
huyin thoai da tung noi: " Phin Idn huin luyen vien nghien
/ cuu bang hinh trail diu khi ho thua. Toi nghien cuu khi
chung toi thing di xem toi da lam dung a diim nao ".
DAM DAN DAU! 119
Chuong 8
TO MINH LAM
BE PHONO Di qudng bd cho cong ty cua mink , khong phai luc ndo ban
cung chi tien cho dich vu qudng cdo rdi ngoi cha khdch hang do xo
den tim ban. V &i muc do bung phat cua nganh thdng tin, ngdy
cdng co nhieu mdu qudng cdo lam dung qua muc ngon ngu, thdng
diep gay su nhdm Idn thdng tin vd khong tqo dmc sue bdt cho san
pham. Tru khi ban co ngudn ngan sdeh khdng Id de chi tieu thoai
mai cho qudng cdo, ban edn nghi den nhung chien \uqc sang tqo
hon de moi ngudi biet den ban.
Tqo diem nhdn

Khi thanh lap easyjet, Stelios
Haji-loannou khong con du ti£n
- easyJei .totfi
' cho quang cao nen ong ap dung
chi£n thuat quang cao theo each
rieng cua minh. Ong cho tit ca phi hanh doan mac ao khoac
mau cam, son so diin thoai lien lac cua easyjet (sau nay la dia
chi trang web ) cung mau cam vdi kich cd ldn len titan may
bay. Theo each nay, ong da bidn nhiing chiec may bay thanh thanh cua Go tu London di Rome. Khi Barbara Cassani, giam
bang quang cao di dong khong 16. Ong da giii chi phi 6 miic ddc difeu hanh cua Go nghe tin nay, ba noi rang: " Chung toi
thip nhit co the, xoay vong may bay nhanh de tao hieu nang cam thay rat phan khich khi thay ngudi cua hang hang khong
toi da, kit hop vdi he thong quan ly tien tiln giup cong ty gia ha easyjet chon chuydn bay cua Go " .
dinh gia ve dua tren nhu ciu tiing tuyin theo tiing miia. Vao ngay khdi hanh, Stelios cung chin cong su xuat hien
Easyjet cit canh mot each manh me va tiing bude tang trong trang phuc mau cam bi6u tuqng cua easyjet dinh dac
truong, mua them may bay va md rong them diem din. Ba bude len may bay cua Go va phan phat 150 thu ngo hua tang
nam sau, giam doc diiu hanh cua British Airways mdi Stelios mot chuydn bay mi6n phi tren easyjet. Moi su tap trung d6u
den van phong va di nghi duqc gop von diu tu vao easyjet. do’ ddn vao hanh dong nay. Ba giam doc di6u hanh cua Go
Stelios cam thiy hanh dien vi duqc mot tap doan hang khong hoan toan bi bat ngd khi cac phong vien bao quanh Stelios de
ldn quan tarn. Ong can nhic ky luong hieu qua cua viec hop phong vin va dua tin ma Jdiong quan tarn den su kien khanh
tac vdi British Airways. Hai ben ban bac vk. kd hoach hop tac, thanh cua hang Go. Di nhien sau do luqng khach hang cua
va Stelios trinh cho British Airways xem moi so’ sach cung nhu easyjet da tang len dang k4.
chia se moi thong tin tai chinh va chien luqc hoat dong Ba nam sau, British Airways quydt dinh tach chi nhanh
cua easyjet. Go ra thanh mot cong ty hoat dong rieng le, va easyjet da mua
Bit ngo British Airways chim dut moi thoa thuan, va lai Go. Hien nay easyjet la hang hang Jchong hang diu chau
ching bao lau gidi truyln thong loan tin ring British Airways Au cung cip dich vu chit luqng cao vdi gia ve ha.
dang du dinh thanh lap dudng bay vdi gia ha de canh tranh
vdi easyjet va Ryanair. British Airways se lap chi nhanh Go
nhim chong lai cac hang hang khong ban gia ve ha. Liic nay Too tieng vong
Stelios mdi nhan ra British Airways hoan toan khong co y
dinh diu tu vao easyjet ma viec hop tac chi la manh khoe At Khi Dave Gold md cua hang 99 Cents
laLy thong tin bi mat cua cong ty. Only, ong biit cin phai quang cao At
moi ngudi biit ngay khai truong,
Stelios vo cung tuc gian. Ong co thd khdi kien, nhung ong
nhung ong khong du kha nang. Hon
bi6t vide nay khong nhung ton nhilu thdi gian va chi phi, ma
nua, vi day la cua hang chi co gia 99
con kho dua ra duqc bang chung xac dang. Thay vao do, ong
cent cho mdi mdn hang nen cin phai
chuan bi cuoc phan cong: mua 10 ve tren chuydn bay khanh
122 DARE TO LEAD! DAM DAN DAU ! 123
tao hinh anh khiem tbn. Ong chon hinh thuc quang cio ldn nhit d Chicago khong
khac tidt kiem hon: in to roi de phin phit khip noi va hiia
Negro Digest muon tru dii so luong cho
se ban ti vi vdi gii 99 cent cho 13 khich hang diu tien (vi cua ong. Khong bo cuoc, John
hang khai truong ngay 13) . Rdi ong nhd gia dinh va ban be vin dong ban be di ddn cac
goi din cic dai phat tlianh va truydn hinh, thong tin ring sap bao khap thanh pho mdi
mot su lden die biet sap xay ra: co mot ciia hang ban ti vi vdi ngay trong suot mot min de
gia chi co 99 cent. hdi mua tap chi.
Kbt qua that khi quan. Budi khai truong ciia Dave duqc Khi cac dai ly phat hanh goi vi nha phan phdi dat bao,
loan tin rdng rai, va cua hang khong liic nao ving khach. Vdi John dua tiin cho ban be di mua tap chi ciia ong. Cac diim
da tang trudng ciia cua hang, ong mb them nhiiu chi nhinh ban bao ban duqc nhiiu hon nen tich cue quang cao cho tap
mdi. Mdi lin nhu vay, ong ddu ip dung chidn dich quang cao chi ciia ong. Liic nay, John yeu ciu nha phan phdi cho in
cua rieng minh: tang 'iV hoac Id vi song cho 99 khach hang them 5.000 quyen . Trong vong 3 thing, Negro Digest da duqc
’
dau tien, roi ddn xe tay ga cho 99 khach hang kd tie p, va cii bay ban d cac bang New York va California, tieu thu duqc
nhu thd. Khi sd khach hang nay kd chuyen cho gia dinh va 50.000 quyen mdi thing.
ban be nghe, ho da trb thanh nhan vien tidp thi midn phi va Ong ki lai trong cuon tu tmyen Succeeding Against the
nhiet tinh cho ciia hang. Cach lam nay to ra rit hieu qua khi Odds: " Ly do khiin toi thanh cong la vi toi da khong nghi la
doanh thu ngay cang tang cao. minh se khong thanh cong. Niu liic do toi nhan biit duqc
diiu ma ngudi co bing MBA bay gid diu biit, thi toi hin da
khong bit diu bang cich do. Vi thi, su kem hiiu biit doi vdi
Tqo nhu cau rieng toi lai la diiu tot lanh. Toi cii lam nhung gi minh muon, ma
Jdiong suy nghi gi nhidu " .
Mot each khac de quang ba cho san pham mdi ma khong
phai ton qua nhidu chi phi la tao ra nhu diu rieng.
Khi John Johnson cho ra mat tap chi Negro Digest trong
tlidi gian Thd chidn thu 11, ong tao ngudn von bang each cho
Chien djeh tiep th{ tu cap ca so
ngudi doc dat mua trude. Ong bidt minh cin phai ban duqc Sheryl Leach ip dung chiin luqc tuong tu dd tao ra nhu ciu
nhidu mdi thu hdi dii chi phi, nhung nha phan phoi tap chi khi co bude vao thuong trudng ma chua co kinh nghiem nhidu.
La giao vien, cung la mot nha van tu do, Sheryl cam thiy bd tic Ho gui bang Barney den cac cua hang do choi va ban bang
klii khong biet lam thd nao dd cau con trai 2 tuoi ciia minh tap video. Nhom cong tac cua Sheryl con de nghi cac ciia hang
trung vao mot viec gi qua 5 phut - ngoai ban le video giiip gidi thieu Barney cho cac nha phan phoi.
tru khi xem cuon bang cho thieu nhi We Cung giong nhu John Johnson lap chien dich tao nhu cAu d
Sing Together. Co co tim mua bang thudc sap bao, Sheryl tao nhu ciu d cua hang ban le bang video.
thd loai nay nhung khong co. Nhin thiy Cung liic do, Sheryl gdi cho cac trudng miu giao va co sd nuoi
tidm nang cua thi trudng dang bo ngo, co day tre mot bang miu. Khi bon tre duoc xem chii khiing long
quydt dinh san xuit bang danh cho thidu mau tim Barney, chiing vd cung yen thich.
nlii. Y tudng dau tien vd kich ban la mot Nam 1991, Larry Rifkin - pho chii tich diiu hanh ciia dai
con giu bup be trd thanh giu that va choi buyin hinh Connecticut - tinh cd thud mot bang video
dua vdi tre em. Nhung khi thiy con trai Barney d mot ciia hang tai Connecticut cho cd con gai 4 tuoi
minh me say xem killing long, co doi y xem. Khi thiy con gai say md cuon bang, ong goi dien cho
dinh, va chu khiing long Barney ra doi. Sheryl va dd nghi phat chuong trinh Barney trdn traydn hinh.
Khi thanh lap Cong ty Lyrick, Sheryl hoan toan khong co Loat chuong trinh Barney va cac ban nho ra mat trdn kdnh
kinh nghiem de dua chuong trinh Barney ra cong chung, nen Public Broadcasting Service ( PBS ) vao thing 4 nam 1992 va
chi dua vao true cam. Bo chbng co co mot phim tracing video, nhanh chong thu hut khan gia nhi ( Chuong trinh nay da co mat
the la co vidt kich ban rdi tuye’n chin vien tu dia phuong dd tai Viet JSIam ) . Hang dd choi Hasbro lap tire nim bat thdi co
diin xuit. Co chuin bi cin than cac chi hit, liet ke 17 yiu to tung ra 20 loai dd dioi Barney, dac bidt la con khiing long bidt
chinh de tao ra hinh tuong Barner hip din. "Tre em thich noi 572 cau, con EMI Records phat hanh mot album nhac vd
nhung giai dieu cua am nhac va thich ngim nhin nluing ban Barney. Prong vong mot nam sau khi xuit hidn trdn PBS,
nho khac. Toi muon nhan vat ciia toi biit noi va lam nhung Barney vuqt qua Sesame Street (chuong trinh cho tre em ndi
dieu quen thuoc doi vdi tre em " . tidng tu liu ) de trd thanh chuong trinh cho tre miu giao duqc
Nam 1988, viec san xuit chuong trinh video hoan tit xdp hang nhit. Cac bac cha me clii trdn 300 trieu USD dd mua
nhung Sheryl lai gap kho khan trong viec phan phoi bang dia nhung vat phim, dd choi cd hinh Barney - kd ca chin ndm va
vi co khong co du chi phi quang cao va cac moi quan he trong hop dung tluic an trua cho tre.
nganh. Co thue mot nliom cac ba me de xay dung mot chien Bing each tu tao ndn nhu ciu, Sheryl da dua Barney thanh
dich tiep thi tu cip co so cho bang video Barney. cong rue rd. Lyrick ban duqc hon 65 trieu cuon bang Barney,
tren 100 trieu quyin sach vi Barney, trong do co vai tua sach Cuoc noi chuyen ngin ngui do khien Jim bung tinh. Anh
bestseller. Mudi nam sau, udc tinh 97% so gia dinh My cd it mdi nhan ra ring luc nay anh chua cin din may vi tinh hoac
nhit mot san pham vi Barney, va Barney chiim mot vi tri thu he thong ki toan, hoac ngay ca mot van phong lam viec. Cai
hut d cong vien giai tri cua hang phim Universal tai Florida. anh thuc su cin luc nay chinh la khach hang. Ngay lap tuc,
Nam 2001, HIT Entertainment, chii chuong trinh thiiu anh tu dat chi tieu cho minh la mdi ngay phai tim duqc mot
nhi Bob the Builder duqc yeu thich, mua Lyrick vdi gia 275 khach hang mdi. Vdi quyit tim cao do va mot tiii xach diy
triiu USD. nhung chai bia, anh din die quan bar, nha hang khip thanh
pho, lam quen vdi ngudi chu va di lai nhung chai bia miu.
Sau mot thdi gian mai mon got giay tren he pho, Jim di
Xac djnh viec can lam ngay cd them duqc 60 co sd ddng y ban loai bia cua anh. Khong
tu min vdi kit qua nay, anh vin thudng xuyen tharn viing
Trong khi cac hinh thuc quang cao cong khai va vide tao ho, ciing co moi quan hi va tim each chiim thi phin cao
nhu ciu cho rieng minh cd thi gay tiing vang, thi each ban hon trong viic kinh doanh ciia ho. Vi khong dri chi phi di
hang theo kiiu co’ xua vln con die dung. quang cao rim ro, nen anh lam nhiiu miu giiy gip di ban,
Vai ngay sau khi thanh lip Boston Beer, Jim Koch nhan tren do cd ddng chu " Eliy uong Sam Adams! " bang muc
duqc mot cii dien thoai tu ngudi chii, la mot trong nhung den. Miu quang cao niy ro ring khong cd chut in tuqng
ngudi gop von cho cong ty anh. Jim plain khdi thong bao me nao, nhung may min thay, da so cac co cd cho phep anh dat
bia dau tien dang duqc u trong bdn va sin sang duqc mang di miu giiy gip nay tren ban an. Khi khach hang ngdi vao ban,
giao trong vai tuin . diiu diu tien ho nhin tliiy li mau giiy gip mdi goi uong
bia Sam Adams.
Ngudi chii hoi: "Thi chau da lam gi horn nay ? " . Jim tra ldi
chan that ring minh da di tim mua mot may vi tinh di cd thi Trong bang ki hoach kinh doanh gui din cac nha diu tu
tlieo doi doanh thu va luu tru sd lieu ke toan . trude khi thinh lap cong ty, Jim du tinh tieu thu 5 ngin thung
bia mdi nam va se on dinh d muc nay trong vong 3 din 5
Ngudi chu hoi tiep: "The doanh thu da duqc nhidu
nam. Thi nhung, chi 8 thing sau, 5 ngan thung bia diu tien
chua? ", Jim thua nhan la chua cd gi. Ngudi chu chit vin: "Thi
di duqc tieu thu.
chau mua may vi tinh de’ lam gi ? Chii thiy so cong ty b|pha
san vi khong co doanh thu nhiiu hon la vi khong cd may vi Khi Boston Beer phat triin, Jim vin tiip tuc tu minh di
tinh. Tai sau chau khong lam trude viec cin lam ngay ? " . tiip thi cho thuong hieu . Jim giai thich: " Niu ban tham gia
true tie*p vao viec quang ba san pham, ban si hiiu khach hang bang Pennsylvania. Nhung khi di ding ky, ba mdi biit miic
hon. Day cung la each nhanh nhit de ban se doi mat vdi gia toi thieu nay da ting lin thanh 5 triiu USD vdi ly do nin
nhring uu khuyit cua san pha’m va ling nghe y kiin dong gdp kinh ti di thay doi.
ciia khach hang. Day cung la mot nhiem vu diy thach thric Vdi quyit tim cao do, Emma kiin tri tiip tuc vin dong.
cho nhung nguoi lam cong tac diiu hanh " . Ba di din nhiiu vung cua Pennsylvania de trinh bay y tudng
ciia minh. Ba cung din thim cac doanh nghiip ldn va xin
chinh quyin thanh pho hd trq. Ba con din ca nha tho thuyit
Song voi uoc mo phuc cac cha xu cho ba duoc noi chuyin vdi giao din. Y tudng
thanh lap mot ngin hang ciia ba di ning cao nhan thuc vi
Cach lam nay cung duoc Emma Chappell - pho chu rich
kinh ti cho cong ddng nguoi My goc Phi. Sau mot nim nd
Continental Bank - ap dung trong cong viec cua minh. Emma
luc, ba van dong duoc 6 trieu USD va United Bank of
la nguoi phu nri My goc Plii dau tiin giri chuc vu linh dao cua
Philadelphia da chinh thuc thanh lap sau do.
mot ngin hang co quy mo quoc gia. Trong thdi gian lam viec,
ba nhan thiy cac ngan hang ldn chua that su quan tarn din Khi kho bac Hoa Ky thiit lap Chuong trinh Tai chinh
nhiing nguoi dan thude ting lop ha luu, ngheo kho. Ba ao Phat triin Cong ddng, ngin hang ciia Emma duoc chung
ude duoc thanh lip mot ngan hang mdi di phuc vu nhiing nhan la to’ chuc phi loi nhuan goi la Philadelphia United . Di
nguoi bi bo quin nay. De theo duoi ude mo, ba quyit dinh giup do cac cong ty mdi thanh lap, Philadelphia United hd
xin thdi viec a Continental Bank, song bing tien danh dum trq chuong trinh giao due va dao tao, cac khoa hoc vi quan
va bit diu van dong di nhan duoc su hd trq trong vide thanh tri, va tu vin ki hoach kinh doanh. Philadelphia United
lip ngin hang mdi. thanh lap riing mot quy 2 triiu USD di cho cac cong ty vay
khong tinh lai suit.
Ki hoach diu tien cua ba la tiep xuc vdi cac nha diu tu tai
chinh ldn de mdi ho diu tu. Khi thi trudng chiing khoan suy Emma noi: "Ton chi cua toi la cung ung dich vu ngin
sup vao nim 1987, cac nha diu tu rut lui, va ba phai thay doi hang cho nhring khu vuc din cu yiu kim di girip kinh ti
ke hoach. Ba din tung nha rao ban tiing goi 50 co phin, mdi nhring noi nay phat triin " .
co’ phin gia 10 USD, vdi muc diu tu toi thieu 500 USD. Gin
3 ngan nguoi My goc Phi va nhiing nguoi khac hudng ung
chiin dich van dong khong met mdi cua ba. Cuoi cung ba thu
duoc 3 triiu USD, la khoan diu tu toi thiiu theo quy dinh ciia
130 DARE TO LEAD!
Cdch thuc sang tgo de Ian truyen tin fuc

Khi sin sang tu duy va suy nghl sang tao, chic chin ban
se khong phu thuoc qua muc vao nhung cong ty quang cao co
tim co.
Chuong 9
Khi khong the thuyet phuc cac nha phan phoi nhan them
in ban ciia tap chi mdi, John Johnson da nhd ban be tao ra
nhu ciu tai cac sap bao o Chicago, qua do khoi dong gudng
may d£ xiy dung mot vuong quoc trong nganh xuit ban. TIM HIEU NHU CAU
Sheryl Leach ap dung y tuong tuong tu de quang ba bang
video Barney, chung minh ring mot ngudi chua timg co kinli
THI/C SIT CUA
nghiem trong nganh nghi, lam viec theo true giac, vin co thi
thanh cong Idn tu mot y tudng mdi.
KHACH HANG
Phai mit din 6 n£m, United Bank of Philadelphia mdi
duqc thanh lap vi Emma Chappell khong muon chiu thua
nghich canh ma mo cuoc van dong doc dudng phd. Emma da
chilng to ring viec mai mon got giay theo each cu xua co thi
giiip md duqc nhiiu canh ciia - niu ban co dii nhin nai, kien
tri va niim tin vao mur dfch cua cuqc ddi .
Trong mdi trudng hop, yiu to quyit dinh su thanh
cong cua cac cong ty chinh la tu duy sang tao, dong luc va
quyet tim nd luc din cung.
El
dua Dell len vi tri hang diu trong cong nghiep may tinh. La
mot doanh nhan tre, Michael Dell khong du tilm luc d luu
^
kho moi loai ciu kien nhu cac tap doan vi tinh Ion . Giai phap
cua Dell la lip dat may tinh theo yeu ciu cua khach hang. Va
anh chi mua nhung ciu kien ma anh biit khach hang thudng
xuyen cin din.
Khi John McAdam phu trach bo phan ban hang sang thi
trudng chlu Au ciia Sequent Computers Systems, ong giup bo
Sai lam thudng thay a cac cdng ty la ho luon cho rang minh
biet ro nhu can cua khach hang, nen Mu tu nhieu cdng sue, thdi
phan nay tang doanh thu tit 8 trieu USD len 30 trieu USD
trong vong 3 nam trude khi dugc cat nhlc len lam Chu tich
Idem Giam doc di£u hanh. Phuong cham ciia ong la luon
gian va nhdn luc de cung ung mat hang hay dich vu dap wig nhu ling nghe gop y ciia khach hang.
cdu do. The nhung, nhu cdu cua khdeh hang luon thay d6i. Co the
Thay vi theo nhung each thuc thong thudng nhu tham
sdn phdm hay dich vu do quan trong ddi v&i ban nhung chua han
do y kiin ho 4c gap mat true tilp khach hang, John thuc hien
quan trong ddi v&i khach hang. Viec tim hiiu nhu cdu thuc su cua
theo each khac. Mdi nam hai lin, Sequent to’ chuc hoi nghi
khach hang la mdt nhiem vu thietyeu khi ban bat tay vdo cdng vide
tham vin ve ciu true may tinh keo dai ba ngay tai nhung dia
kinh doanh, vi cd the ban se lam vdo tinh the rid ro khi sdn xud't
diem each xa noi lam viec. Hoi nghi quy tu cac nhan vien
ra mon hang md chdng ai don nhdn.
quin tri cip cao vi ban hang va didu hanh, doi ngu ]<y su
lap trinh va phat triin sin phim. Ngoai ra nhung khach
hang ldn cung nhu Ichach hang tidm nang ddu dupe mdi
Long nghe khach hang
m
tham gia.
Khi mdi thanh lap Cisco Systems, John Khach hang hoan nghenh sang kiin nay vi ho cd thi trao
Morgridge - giam doc diiu hanh - da dat ton do’itrue tilp vdi ngudi tao ra sin phim de hieu them nhung
chi cho cong ty: Vi Khach Hang. Ong tin didn tiln trong qua trinh sin xuit. Khich hang cung biet rang
SEQUEnT ring khong the: thanh cong niu Jdnh doanh y kiin ciia ho cd inh hudng nhit dinh din kit qui sin xuat.
COmPUTER
SYSTEmS nhung sin pham ma khach hang khong Ngupc lai, cac ky su phin mim cung nhan dupe phin hdi true
MIC muon sii dung. Do cung la nguyen tic da tiip tu nguoi dang thuc su su dung sin phim ciia minh.
Hoi nghi bit diu vao toi tliii Nam, chu ydu la gap go than khach hang, cac nha quin tri va ky su tuydn diu ciia F5
mat qua buoi an toi dd tao khong khi than thien. Sudt ngay Networks ddu cd them hidu bidt dd giii quydt vin dd ciia
thu Sau, nhiing nguoi tham gia chia thanh tung nhom dd khach hang.
thao luan. Buoi tdi thu Sau la mot co hoi nua dd moi nguoi
gin gui hon. Din sang thu Bay, phia cong ty nhan duocy kidn
dong gop chan thanh ciia khach hang. John giii thich:
" Nhiing dong gop ciia khach hang vao sang thu Bay qua that
Tim niem khdt khao cua khach hang
tuyet vdi va co y nghia. Cin co thdi gian, It nhit la 24 gib dd Nhan vien kinh doanh va tidp thi thudng rit tit bat trong
hai ben gap go nhau trndc khi dua ra nhiing y kidn. Khi gap cong viec nen khong cd thdi gian dimg lai dd tim hidu nhiing
nhau vao ngay thu Nam, giiia chung toi chi la mdi quan he gi thuc su quan trong doi vdi khach hang. Nhiing lqi ich ciia
giiia khach hang va nha cung cip. Mdi quan he do duqc tidp sin phim hay dich vu ma ban gidi thieu cho khach hang ddu
tuc vao ngay thu Sau, roi theo thoi gian trd thanh mdi quan hip din, nhung ndu khach hang ciia ban mong mudn mot
he tin tudng lin nhau " . didu gi khic thi ho se khong quan tarn ddn ldi ban ndi.
Y kidn cua khach hang khong nhiing giiip cii thien sin Khi Norm Brodsky bit diu didu hanh Perfect Courier, da
pham ma con giiip cong ty di theo chidu hudng hoan toan cd 300 ddn 400 cong ty chuydn phat nhanh d Manhattan, va
mdi. John noi: " Mot trong nhiing didu tdi nhan thiy la kidn su canh tranh rit khde liet. Norm nhanh chong nhan ra ring
thuc sau rong ciia khach hang vd cong nghe thong tin . Toi bidt cadi duy nhit de thu hut khach hang la ha gii dich vu, nhung
didu nay nghe cd ve kho tin, vi co nhidu nha cung cip cho cong ty se khong the tdn tai lau dai ndu lam theo cich nay.
ring khach hang khong bidt gi hit. The nhung chung tdi da Budc ngoat xiy ra khi nguoi quin ly mot cong ty luait cho ong
nhan duqc nhiing phan hoi quy bau tu khach hang. Qua do, bidt thuc ra khong phii khach hang nao cung cin dich vu re
chung tdi da thay doi chien luqc sin pham. Baun khong the tidn ma didu ho cin dunh la miu hoa don dung each. Vao
nhan duqc nhiing y kidn nhu thd trong noi bo cong ty hay thdi didm nay, cic cong ly chuydn phat nhanh ghi tit ci cong
trong nhiing bang bao cao " . tac nhan va giao tren cung mot hoa don, vi vay viec tinh phi
cho tung khach hang ho 4c tung du an mit rit nhidu tlidi gian.
Sau nay, IBM mua lai Sequent vdi gia 810 trieu USD. i 'idp
Nguoi quin ly dd cung nhin manh them ring ba se sin sang
thu chidn luqc thanh cong ciia Sequent, John cung dua ra
chuydn moi giao dich cho cong ty chuydn phat nhanh nao cd
chuong trinh tham khao y kidn khach hang khi ong lam giam
thd lam hoa don cho rieng tung khach hang.
doc didu hanh ciia F5 Networks. Khi lam vide true tidp vdi
Vien canh day hiia hen mo ra tmdc mat, Norm voi tint Ndu ban nlm bat duqc mong muon that su ciia khach
ngudi lap chuong trinh vi tinh, thidt kd lai mlu ma hoa don, hang, va co kha nang dap ling mong muon do thi d hai bdn
rdi phan load khach hang va cho in trdn hoa don. He thong se cung tidn len phia trude. Ddi liic bx quydt canh tranh nlm
hoa don mdi nay da trd thanh lpi thd canh tranh ciia Perfect ngay trude mat ban, nhung ban se khong nhan ra ndu khong
Courier. Vdi lqi thd nay, cuoi cung, Perfect Courier da nlm dd mat ddn.
trong tay thi phln viing chic. Sau khi sap nhap vdi CitiPostal,
ten cua cong ty nlm trong danh sach 100 cong ty cd phan co
toe do tang trudng nhanh nhit. Trdnh vet xe do phia trude
25 nam sau do, to New York Times cung ap dung cung mot nho khach hang
kinh nghiem giong Perfect Courier khi nd lire md rong thi
trudng ra khoi vung Dong Blc. Kho khan la ngudi dan ngoai Y tudng cho Intuit nay sinh trong mot
vung Dong Blc nay khong bidt mua to New York Times a dau . lln tinh cd Scott Cook nghe vq ong
Hop tac vdi hon 2.700 ciia hang Starbucks khlp nude My la 1!
" l i « » m than phidn vd su phuc tap khi phai
mot y tudng tuyet vdi. Starbucks cung duqc hudng lqi khi thanh toan cac chi phidu. Ong nhanh
nhan ban them bao . Khach hang tliudng co thoi quen luu lai
intuit chong nghx ngay ddn su tien lqi khi
ciia hang them it thcri gian dd doc ludt qua to bao, ndn thanh toan cac hoa don qua may vi
Starbucks hy vong each nay co thi khidn ho mua them mon tinh. Nhung y tudng ciia ong khong
gi do. phai la mdi vi liic do trdn thi trudng da cd nhidu phln mdm
quan ly tai chinh ca nhan.
Co hoi ro rang la hap din, nliung Starbucks liic do dang
phai thuc hien hop ddng thoa thuan vdi to USA Today. MqL ydu Lo quan trong giiip lnluil Lao nexi su khac bidl va
noi bit chinh la ong biet ling nghe khach hang. Da tung la
Ydu to giiip can can nghieng vk. phia New York Times chinh
nhan vidn ciia Procter & Gamble, ndn ong bidt each lmh hdi y
la each phat hanh hoa don. New York Times hua hen mot viec
kidn ciia khach hang. Ngay tu dlu, Scott da true tidp noi
ma USA Today khong lam duqc: New York Times se cung clp
chuyen voi khach hang dd ddn nhan nhung phan hdi ciia ho.
mot hoa don tong hop cho tit ca ciia hang Starbucks toan
Ong con tra trong danh ba dien thoai va goi dien cho mot sd
nude My. Dd tliuc hidn duqc vide nay, to bao huy ddng mot
ngudi d Palo Alto, bang California va Wirmetka, bang Illinois
nhom lap trinh vidn lam vide ngay ddm, va cuoi cung da ky
- hai khu vuc dan cu tru phii ma ong doan cd nhidu gia dinh
duqc hop ddng vdi Starbucks.
su dung may vi tinh - di thu thap y kiin. Qua khao sat, dng thi chuong trinh do qua phuc tap. Nhom thii nghiem niy co
thiy phin dong diu ghet viec quan ly tai chinh ca nhin, va thi cai dat chuong trinh va viit ngin phiiu, nhung gap vudng
cang ghet viec can doi so ngin phiiu cua ho. Scott hop tac voi mic khi diiu chinh vi tri ciia cac tim ngin phiiu khi in. Luc
Tom Proulx, mot lap trinh vien tot nghiep Dai hoc Stanford, do ca hai nhu toat hit md hoi. Tom ke lad: " Chung toi rut ra
,
va hai ngudi bat tay vao viec viit phin mim tai chinh ca nhan. duqc mot diiu. Niu khich hang gap phai vudng mic nhu thi
trong lin diu ho sii dung chuong trinh, ho se khong bao gib
Vao thbi diim do, phin mim ban chay nhit tren thi
mudn diing chuong trinh do nua " .
trubng la Managing Your Money cua Andrew Tobia. Phin
mim nay co nhiiu chuc nang, ke’ ca phin tich von diu tu va Khi Intuit phat triin vung manh, Scott vin quan tim din
chay mo hinh tai chinh. Trong linh vuc cong nghiep vi tinh, viec ling nghe khach hang. Hoc theo y tudng cua Procter <&
ngudi ta tin ring cang co nhiiu chuc nang, ngudi sii dung Gamble, dng thiit lap chuong trinh "Theo toi vi nha nghien
cang ua chuong. Quan diem nay vin con tbn tai din ngay ciiu " . Khi khach hang din mua hang, niu duqc su dingy ciia
nay. Nhung Scott bac bo diiu nay. Ong cho ring khach ho, nhin vien ciia Intuit se theo vi nha di quan sat khi hq
hang khong thich cac chuc nang phuc tap, ho chi muon co cai dit Quicken trong nha. Cook ndi: " Chung toi quan sat
phin mim don gian de hoan tit cong viec nhanh chong va khi hq nhiu may, khi hq ludng lu, hoac khi dua mit do hoi.
di dang. Mdi khiic mic hay do du trong giiy phut diu do Idi ciia
Chinh vi viy, dng quyit dinh di theo hudng hoan toan
chiing toi " . Quan sat ngudi sir dung la bai hoc quy bau vi
giiip ky su va nhin vien tiip thi biit duqc phai cai tiin san
khac: viit mot chuong trinh tao giao dien giong nhu td ngan
phiiu de moi ngudi co thi su dung theo true quan. Intuit pham nhu thi nao.
nhanh chong thong tri thi trudng vdi phin mim Quicken co Du d vi tri nao, mdi ngudi trong Intuit diu phai dinh ky
it chuc ning hon nhung phin mim khac. Scott ndi: " Chung true diin thoai di hd trq ngudi su dung. Moi cuoc goi - dit la
toi muon phin mim Quicken phai chay nhanh va de sii dung tlian phiin hoic gop y - diu duqc tra ldi true tiip. Intuit lip
trong tay khach hang, chu khong phai chay nhanh va di sii mot co sd du lieu di theo doi phan hdi ciia ngudi su dung, va
dung trong tay toi hoac trong tay mot ky su lip trinh " . kit qua duqc phin phat trong toan cong ty. Cip quan ly
Intuit thii nghiem tinh huu dung cua san phim bing thudng xuyen goi dien cho ngudi su dung di tham khao y
nhung ngudi khong biit gi vi tin hoc. Scott va Tom giai thich kiin vi viec cai tiin Quicken. Thinh thoang trong khi lai xe.
ring niu nhung ngudi nay khong the cai dit chuong trinh va Scott va iom md bing ghi im nghe cuoc goi cua dich vu
trong 15 phut khong biit lam thi nao de in mot ngin pliiiu, khach hang. Muc tieu cua nhung viec lam nay khong phai chi
de’ giup khach hang giai quydt vudng mic cua ngay horn nay
ma con de’ hoan thien Quicken trong tuong lai.
Mu quang vi thanh cong
Ro rang, phin mdm Quicken cua Intuit da lam thay doi Tim hidu didu gi quan trong doi vdi khach hang la didu
dang kd didn mao cua nganh cong nghiep phin mdm. Luon cin thidt cho ca nhung cong ty con non tre va da on dinh.
quan tarn va thaiu hieu khach hang la vu khi vo cung quan Trong tliap nidn dau ciia thdi ky phat
trong giup Intuit vin tdn tai khi Microsoft budc chan vao thi trien dien thoai di dong, Motorola
truhng nay, canh tranh true tidp vdi Quicken. chidm linh thi trudng. No’i tidng nhd
san pham bdn va chic, Motorola vuqt
MOTOROLA qua moi doi thii khi san xuit chide didn
Khong gioi hgn thoai di dong diu hen bo duqc vao tiii ao. Khi san xuit cac
kieu dien thoai di dong mdi han, Motorola dam bao tinh
Nhidu ngudi cho ring phin mdm chi tra true tuydn PayPal tuang thich vdi phu kien cu, qua do giu chan ngudi su dung
thanh cong did ydu la nhd su phat trien ora cac giao dich qua trung tlianh blng phuong thuc dd dang va it ton kem. Tuy
eBay. Thuc ra, eBay co phin mdm chi tra rieng Billpoint va nhien, khi di tu thanh cong nay qua thanh cong khac,
eBay da no luc quang ba Billpoint bing nhidu each dd hudng Motorola rdi xa din ngudi su dung. Thanh cong trong qua
ngudi su dung chuydn qua dich vu nay nhung khong thanh khu lai la rao can khi nhung ngudi " leo lai con thuydn "
cong. Sai lim cua eBay la gidi han vide chi tri qua Billpoint chi Motorola tu tin ring ho bidt khach hang muon gi ro hon la
trong giao dich vdi eBay. Nhung nhidu khach hang khong chi chinh khach hang bidt.
giao dich qua eBay, ma con qua Amazon va Yahoo. Va PayPal
da thoa man duqc nhu ciu nay. Con sd khach hang su dung Cap lanh dao Motorola khong nhung da khong tien lieu
PayPal cao hem nhidu so vdi so ngudi dung Billpoint. eBay da duqc nhu ciu didn thoai ky thuat sd, ma con gat bo ydu ciu
thit bai ngay tren lanli dia cua minh vi chi quan tarn din chiin ciia ngudi su dung vd cong nghd mdi nay. Vi mang khong day
luqc kinh doanh ma khong ling nghe ngudi su dung. Cudi ky tliuat so (digital ) cho phep tang so ngudi su dung tu ba
cung, eBay kip nhan ra vin dd, ndn thuong luqng mua lai ddn sau lin so vdi ky thuit tuong tu (analog) d cung tin sd,
PayPal vdi gia 1,5 ti USD va ling le xoa so Billpoint. ndn cac cong ty truydn tai ky thuat sd cd dong luc manh me
dd nang cip. Tang dung luqng giup giim chi phi cho ca cong
ty truydn tai lin ngudi su dung. Chi cd didu bit led la didn
thoai ky thuit so cd kich thude to han.
Mac cho cac cong ty truyin tai md chiin dich rong Ion
di khuyin khich ngudi su dung nang cap len ky thuat so,
Ngdnh cong nghiep khdc nhau,
Motorola vln khang khang tiip tuc san xuit dien thoai sir van de van nhu nnau
dung tin hiau tuong tu co klch thudc nho ma bo qua ldi
Nhiau nam sau thit bai cua Motorola, Intel
( inteT)
y£ u ciu lian tuc ciia khach hang trung gian - cong ty truyin
tai. Giong nhu Microsoft tao phin mam Money vdi day lai gin nhu pham cung sai lim do khi chi
tinh nang ma ngudi sii dung khong quan tam dan, san xuit nhung san pham ma ky su cua Intel
Motorola vln san xuat nhung gi ky su cua ho muon thay vi ua thich hon la quan tam din nhu ciu cua
ngudi su dung muon . ngudi su dung. Trong nhiau nam, Intel chi tap trung vao viac
san xuit loai con chip chay nhanh hon va co nhiau chuc nang
Kit qua hoan toan co thi du doan duqc. Cac ddi thu hon. Bing each nay, ca nganh cong nghiap phin cung va phin
nhay ben nhu Nokia va Samsung lap tuc nhay vao thi trudng mim diu co lqi. Khi mot phian ban mdi ciia Windows ra ddi,
dien thoai su dung tin hieu ky thuat so va doanh thu cua ho he diiu hanh trd nan qua ldn va phiic tap din noi ngudi su
tang vot. Thi phin ciia Motorola giam tu 60% vao diu thap dung buoc phai nang cip may tinh. Nhung sau mot tlidi gian,
nian 1990 xuong con 21% nam 2001. Mac du Motorola cung su gia ting tdc do chi nho nlioi, khong du lam dong luc di tang
kip nhan ra vin da va gia nhap thi trudng ky thuat so vao so may vi tinh ban ra, vi thi doanh thu cua Intel cung bi anh
nam 1998, nhung thiat hai luc nay da kho cuu van. Tu vi tri hudng. Hon niia, con chip chay nhanh khiin may xich tay bi
din diu khi dien thoai di dong mdi ra ddi, chi trong vong nong hon, va tham chuc nang khiin gia thanh tang trong khi
vai nam Motorola phai chit vat lim mdi co tha tru duqc d ngudi su dung khong cin din cac chuc nang nay.
hang ba.
Khi Paul Otellini nhan chuc Chu tich kiam Giam doc Diiu
Motorola thit bai khong phai do san pham kem chit hanh cua Intel, ong la ngudi diu tian khong phai la ky su nim
luqng, ma do khong chiu hiau xu tha thi trudng va nhu ciu giu chuc vu nay. Ngay khi vita nhan chuc, Paul da di ra chiin
cua ngudi su dung. luqc phat triin cong ty. Khong nhu nhung ngudi tiin nhiam,
ong yau ciu bo phan tiip thi tap trung vao khach hang thay vi
cong nghe. Paul mudn thuc diy Intel ling nghe xem ngudi su
dung thuc su muon gi va phat trien theo hudng do. Khi kliao
sat khach hang, ong nhan thiy ho khong cin biit dim con chip
co tdc do 2,4 GHz hoac 2,6 GHz. Ho muon co may tinh xach
tay nhd gon hon vdi cong nghe Wi-Fi khbng day. iln diu den, quan, co the ban se di sai hudng. Ddi khi didu khach hang
'
tdc do khong con la yeu to thu hut ngudi sii dung. Ho muon co mudn khong trung khdp vdi didu ban nghi.
pin chay lau hon tren may tinh xach tay. Budc dot pha diu tien Motorola tin ring khach hang chi mudn co didn thoai di
ciia Paul la yeu ciu cac nhom ky su ngung thidt led san pham dong kich thude nho chu khong phai cong nghe ky thuat so.
dua theo toe dp con chip . Tidp tuc san xuit con chip co tdc do Chinh suy nghi nay khidn doan tau Motorola suyt trat khoi
cung gidng nhu vide Motorola tidp tuc cho ra ddi didn thoai di dudng ray, va mit han vi thd din diu.
dong dung ky thuat tuong tu ma bo qua ky thuat sd.
i’uong tu, ky su thidt kd ciia Intel tin ring khach hang
Vao mua xuan nam 2001, cac ky su thidt kd ciia chi nhanh mudn co con chip chay nhanh vdi nhidu chuc nang. May nhd
Intel d Israel da thidt kd dupe mot con chip mdi dd chay vdi cd Paul Otellini keo ho di theo hudng ngupc lai, ndu khong
pin lau hon, rdi ho hop luc vdi nhung nhom Intel khac dd co le kdt cue ciia Intel cung tuong tu nhu Motorola.
lam vide tren chip Wi-P’i. Con chip mdi Pentium M su dung
Khach hang mudn mua lpi ich, khong phai chuc nang.
khong ddn 1/3 nang lupng pin so vdi chip cu va co kich thude
Ho khong mudn cd nhidu chuc nang rudm ra, ching miy ich
chi bing 2/ 3, ndn rit thich hop cho may tinh xach tay.
lpi ma lai kho sii dung. Ho mudn nha san xuit giai quydt
Trong qua trinh chuydn hudng, Intel da thay doi toan bo vudng mic ciia ho. Nhd trao doi vdi khach hang, Scott Cook
each suy nghi, thidt kd, cong cu sanxuit... Paul noi: " Chung toi ciia Intuit da tap trung vao nhu ciu don gian: in ngan phidu
khong tao thdm chuc nang moi, tru khi bidt ro ich loi cua chiic mot each dd dang. Scott gop phin lam bien doi bo mat phin
nang dd ddi vdi khach hang. Dd la mdt su chuyen hudng hoan mdm quin ly tai chinh ca nhan.
toan khac bidt so vdi hudng di ciia Intel tu trude ddn nay " .
Norm Brodslcy llnli hoi cung bai hoc d Perfect Courier khi
ong nhan ra ring khach hang mudn cd hoa don thich hop
hon chu khong cin dich vu gia ha.
Ban co chac chan Id da thuc su hieu Hay tim liidu khach hang thuc su cin gi trude khi ban
nhu cdu cua khach hang? cung ring, va ban se cd lpi the earth tranh thuc su. Cuu giam
Vide tim hidu nhu ciu khach hang la didu vo cung quan
dric didu hanh Phil Schlein ciia hang Macy noi: " Ban ndn
thiu hidu ydu ciu cua khach hang neu ban mudn dap ring
trong nhung thudng bi cac nha quan ly bo qua. Ho thudng tu
ky vong cua ho. Mdi lin toi dua ra quydt dinh ma khong
tin ring minh da bidt ro khach hang mudn gi. Nhung ndu ban
khong hoi khach hang, suy didn hoic gia dinh mot each chii
bit diu tu khach hang la mdi lin toi pham sai lim " .
DAM DAN OAU! 149
Chuong 10
BIEN THAN PHIEN

I v J.ot sd cdng ty ha thap dich vu khach hang xudhg bdc cuoi
'
CUA KHACH HANG cung trong he. thong quan If , du ho khong cdng khai xem nhe dich
vu nay. Ihdm chi a mot vai cdng ty co bp phdn quan If khach hang,
THANH VU KHI Bl MAT thi nhdn viin phu trdch thuong Id ngucri it kinh nghiem nhdt va
nhdn muc luong thap nhdt so v&i cac bp phdn khac. Neu nhdn vien
cdp thdp khong the giai quyet khieu nai ciia khach hang, su viec si
dmc chuyin len cdp cao hem , va co the chuye’n len cdp cao hem nua.
Kho khan ddi vcri hi thing nay thdt rd rang: Nhung khiiu nai
khong dupe nhanh chong gidi quyet, khach hang trd nin bat man,
va uy tin cua cdng ty ngdy cdng xudhg ddc.
Ngodi viec mdt dun khach hang , diiu nay khien cdp lank dqo
khdng nhdn dmc thong tin cdp nhdt hoac ngay ca " tin tinh bdo"
quf gid ve thi hie'u va tdm If cua khach hang. Ngay cd khi cac cuoc
goi hoac thu tit cua khach hang dupe phdn loqi vd chuyen dim dung
TO
phong ban vd chuc vu, nhdn viin quan tri cdp cao thuong vdn edn
co mot khodng each nhdt dinh v&i khach hang.
rlhay vi doc bdo cao tom tat cua cdp du&i , ban nin thu&ng
xuyen true tii'p nhdn cube goi hoac doc thu phdn hSi cua khach
hang . Qua do, ban co thi hieu nhieu horn ve nhung vu&ng mac cua O eMachines, nhan vien nao kem kinh nghiem nhat duoc
cong ty, vd ve co hoi di vupt len doi thu canh tranh. Doi khi ban phu trach 6 khau dich vu khach hang - " cAp mot " . N 6u nhung
se nghe nhung Ibi phdn nan hoac xuc pham, nhung ban cung nhdn nhan vien nay khong the giai quyAt vuerng mac, khieu nai cua
dupe thdng tin ve kinh te , tin cap nhat ve doi thu canh tranh, vd
'
khach hang, hq se chuyen vu viec len " cAp hai " , va cu the*. DAn
nhung dong gop y kien nhdm edi thien sdn phdm vd cong ty. Muon khi vu viec duqc chuyAn lAn " cAp bon ", tuc nhAn viAn co kiAn
vdy, dieu ban nen lam la hay lang nghe . thuc kha nhAt, khach hang dA khong con dii kiAn nhAn vi liAn
tuc bi dun day tii nguoi nay sang nguoi khac va phai lap lad
cung mot tinh huong vuong mAc cua ho vdi m6i cAp. Luc nay,
Lot nguoi guy trinh ho tro khach hang khach hang chAp nhAn tii bo. Va he thong quan ly ciia cong
ty ngAy cang tro nAn kem hiAu qua vi nliiAu nguoi phai lo giai
Khi Wayne lnouye dam nhan chuc quyAt cung mot vuong mAc. Tu dat minh vao vi tri cua khAch
^machines vu diAu hanh eMachines, cong ty

nay dang trong tinh trang khung
hoang. Ty le may tinh khach hang tra ve len dAn 20%, cao nhat
hang, Wayne thong cam voi tAm trang do.
QuyAt dinh thay doi dAu tiAn ciia ong la cai each quy trinh
ho tro khach hang. Thay vi co giam s6 khiAu nai, ong chii
trong nganh. Cong ty dang bi thua 16 tram trong va it lAu sau khi
trong dAn viAc giai quyAt tung khiAu nai ngay khi moi nhan
ong nhan chuc, cong ty bi loai ra khdi NASDAQ (san giao dich
duqc. DA lam duqc viAc nay, ong sAp dat nhung ky su giau
chung khoan qua mang viAn thong dien tu tap hop nhung cong
kinh nghiem va gioi nhAt lam nhiem vu tiAp nhan cuoc gqi va
ty trong cac linh vuc cong nghe, ban le, viAn thong tai chinh, giao
ho tro khach hang. Ty 1A giai quyAt thanh cong so khiAu nai
thong truy&i thong va cong nghe sinh hoc).
sau khi nhan cuoc gqi ban dAu tang dAn.
Nhung thuc su chat luqng may tinh cua eMachines khong
Mot thoi gian sau, cac ky su nhan ra rang nhiAu vuong
d6n noi te nhu th6. Ty le hu hong phAn cung trong khi van
mAc ciia khach hang khong phai tu chinh may tinh, mA tu cac
chuy6n nAm or mat bang chung. Tuy vay, ty le thoa man cua
phAn mAm miAn phi do cong ty cai dat truoc khi giao hang.
khach hang rat thip. M6i may tinh bi tra vk gay phi ton 250
Luc do, cac cong ty thuong dua vAo mAy vi tinh phiAn ban
USD , khien cong ty bi thiet hai nang ve tai chinh. Ngoai chi
trinh diAn ciia nhiAu phAn mAm khac nhau dA nhAn tiAn hoa
phi van chuy6n, cong ty con phai ton them nhan luc d4 tiAp
h6 ng ciia cac hAng phAn mAm. Viec nay tudng chung vo hai
nhan, r6i xem xet sua chiia hoac thay th6 phu kien. Cuoi
ma con dem lai doanh tliu, nhung thuc ra lai gAy kho khan
cung, may tinh do da bi xem la qua sii dung, khong phai hang
nang nA. Wayne lAp tuc quyAt dinh ngung cai dat nhung phAn
moi, khien gia tri giam di rat nhiAu.
mdm nhu the*. Quyet dinh nhanh chong nay cua ong da lam cho ring each nay thidu kha thi, vin co ddn 81% khach hang
giam hin so vu than phidn lien quan ddn may vi tinh. chip nhin.
Ong cung lam mot viec trai vdi thong thuong. Vi dich vu Bing each thidt kd lai phin cung, thay do’i each cai dat
hd trq khach hang ton nhidu chi phi, nen phin ldn cac cong phin mdm va giai quydt vudng mic nhanh chong, eMachines
ty in so dien thoai ciia ho d noi kho tim Iddm trdn sach hudng gan nhu di tao nen mot phep la. Tu thua Id , cong ty di co lai
din, va mi so san phim duqc gin phia sau may vi tinh d noi va vuon ldn hang thu 3 trong so cac nha san xuit may vi tinh
kho nhin thiy. Wayne quydt dinh nguqc lai: ong cho gin sd ciia My. Didu in tuqng khac la khach hang da binh chon
dien thoai cua cong ty va ma so san pham d phia trudc may eMachines la cong ty duqc ydu thich nhit.
vi tinh. Ong khong muon lan tranh khach hang, ma khuydn Tom lai, khi thay doi phuong thuc tidp nhan khidu nai
khich ho goi dien phan hdi. Viec nay giup ong nhanh chong ciia khach hang va ling nghe dd co dong thai tich cue cai
hieu ro muc do te hai cua vain dd trndc khi ong bi mit mot thien, Wayne da tao su chuydn doi thin ky d eMachines.
khach hang. Wayne noi: "Tdi vin con tin tudng ring thuong hieu duqc tao
Khi khach hang goi ddn do vudng mic vd phin ciing, ky ra qua each thuc ban doi xii vdi khach hang sau khi ho mua
su hd trq ky thuit nhin cuoc goi co thd chi din each thao rdi san phim . Ban phai tao ra san pham tot, nhung lam vide vdi
o’ dia hoac bo ngudn hong hoc de gui tra lai thay vi gui ca may khach hang nhu thd nao khi ho gap vudng mic la ydu td giup
vi tinh. Cung qua cac cuoc goi, cong ty hidu them vd kho khan ban vuqt ldn trdn doi thu canh tranh " .
cua khach hang khi phai thao rdi vo ngoai. Tidp thu nhiingy
kidn nay, eMachines da cai thien thidt kd vo ngoai khi san
xuit kidu may vi tinh mdi. Khong phai lut nao cung la khieu nai
Ngoai ra, ndu qua cuoc goi, cac ky su xac dinh co phu kien
Dave Dufiield cd each lam vide khong giong nhung ngudi
nao cua may tinli bi hu hong, eMachines se gui phu kidn thay
quin ly khac. Trong giai doan khdi diu d cong ty phin mdm
the cho khach hang. Ngoai Iqi icli dd ton chi phi va thdi gian
PeopleSoft, dd khuydn khich su giao tiep, khi trinh bay
chd dqi, khach hang con cam thiy an tarn hon vi khong phai
chuydn dd d mdi hoi nghi khach hang, ong ddu cho liidn ldn
gui ca dir lieu luu trdn may tinh. Ben canh vide tao thuan lqi
mdi hinh chidu sd dien thoai va dia chi e-mail cua ong. " Bit
cho khach hang, su thay doi nay giup eMachines tidt kidm
cu nhin vidn nao cung ddu bidt ring khach hang cd the goi
nhidu chi phi. Ba phin tu so khach hang gap vudng mic d My
cho tdi hoac cho mot pho chu tich cip cao. Chung tdi khong
chip nhan phuong each nay. O Nhat Ban, noi nhidu ngudi
muon giau gidm gi ca. Chinh toi nhan duoc nhung cudc goi cho tinh huong xlu nhlt. Dave kd lai: "Toi ngdi vdi nhung
cda khach hang voi ldi le gay gat. Vai ngudi di lac dd, vai ngudi lanh dao clp cao cung cong su cua ho, va nghi ring
ngudi noi dung van dd cin noi. Nhung chung luon la su giao minh sip phai chiu mot tran chi trich du dqi. Nhung that
tidp cdi md " . ngac nhien, ho nhin toi mot lat rdi bay to ndng nhiet ring ho
Dlch than nhan cuoc goi, ndn Dave nim duoc nguyen van rlt thich lam vide vdi PeopleSoft vi ho tin vao uy tin cua
y phan hdi va thiy ro la co vudng mlc thuc su xay ra. Quan chung toi. Ho con ky hop ddng dat mua dai han thdm nhidu
trong khong kem, ong nhan duoc nhidu dd nghi va y tudng san pham ' .
1
cho phien ban phAn mdm kdtiep. Dave giai thich: " Chung toi
hoc hdi duoc rlt nhidu tir khach hang; chiing toi phai tidp thu
y kidn xay dung cua ho de cai thien sin pham cung nhu dua Lieu co the giai quyet vwng mar?
ra dong san pham mdi. Toi nghi ngudi lanh dao khong nhlt
Khi Linksys bit diu ban thidt bi noi mang trong gia dinh,
thidt phai bidt ro moi khach hang nhung nen duy tri moi
quan hd vdi mot vai khach hang chu chot, vi qua do ban se Janie va Victor Tsao nhan duoc nhidu thong tin khong on tu
cac cua hang ban le dang tidu thu san phim cua Linksys.
tliay duoc ndu muon canh tranh thi nen lam thd nao, ban con
Nhidu khach hang mua thidt bi tu cac nha san xult khac nhau
thidu sot nhung gi, va co lqi thd gi, rdi hoach dinh chidn luqc
gap kho khan khi kdt noi vi cac thidt bi nay khong tuong
tidp thi va kinh doanh hieu qua hon " .
thich. Ngay ca khi co su tuong thich, thi khach hang lai phai
Ngoai vide tham du vao hoat dong cau lac bo hoac hoi mua thdm phu kien cin thidt de ket noi. Vide noi mang trd
nghi khach hang, Dave con dich than noi lai moi quan hd vdi ndn phuc tap va tham chi gay chan nan, nhlt la doi vdi nhung
nhung khach hang dang bat man vdi cong ty vi ly do nao do. ngudi mdi su dung may tinh. Va le tu nhien la cua hang ban
Bing cadi ling nghe ho tlian phidn va true tidp xu ly vln dd - le trd thanh nan nhan cua khach hang bit man. Chlng bao
thay vi ne tranh hoac chuydn vu vide cho mot nhan vidn dip lau, moi ngudi tmydn midng vdi nhau ring ndi mang rlt kho
dudi - ong thudng lam diu khong khi cang thing trong khi khin va bao nhidu khidu nai ddu tap trung vd cua hang ban
chd dqi giai quydt vudng mlc. le. Khi ciia hang va nha san xult ndi chuydn vdi nhau, khong
Nhung khong phai liic nao cung chi la khidu nai. Mot ben nao nhan phin loi vd minh.
ngay no, Dave duoc mdi ddn van phong chinh cua mot trong Mot chu cua hang khi thong bao tinh hinh cho Linksys da
nhung khach hang diu tidn vd co so du lidu cua PeopleSoft. than thd ring dang tide la khong ai nghi ra vide dat moi thu
Vi cac san pham tuong doi mdi, ndn ong chuan bi tinh thin trong mot chide hop. Loi than thd nay giup Linksys dua ra
mot san phim mdi: Netivork in a Box ( Mang trong hop) . Thiit no diu cd ghi so dien thoai dudng dai goi miin phi va ldi
bi nay gdm cd mot the mang, mot bo chuyin mach, cac mbi khuyin khich khach hang hay goi cho Ben Hill niu cd vudng
noi, va day cap - du phu kien can thiit di noi hai hoac ba may mic hoac khiiu nai.
vi tinh vdi nhau. Network in a Box trd nen an khach, va Linksys Mdi khi cd khach hang goi din Ben Hill, dien thoai d khu
trb thanh cong ty diu tien giiip viec noi mang trong gia dinh diiu hanh cap cao rung chuong. Bernie, Arthur, hoac Pat hoac
dirge di dang. bit ky nhin vien diiu hanh cip cao nao cd mat d do se nhic
Victor giai thich: " Ngay nay, y tudng nay chang co gi may nhan dien thoai. Ching bao liu, nhin vien d cac cua
mdi me, nhung liic do lai la mot phat hien mdi. Doi khi hang dan do nhau la khong nen de cho khach hang nao bit
chung ta khong hibu duoc nhung diiu di hibu vi chung ta min, bdi vi niu khach hang do goi cho Ben Hill, cuoc goi ki
qua thong minh " . tiip se la tu Bemie hoic Arthur din cua hang.
Chi cin quan sat va ling nghe xung quanli, ban se nay So dien thoai cua Ben Hill khong nhung giiip cac nha
sinh nhung y tudng don gian din khong ngd. lanh dao cip nhat nhanh chong vi vudng mic d cua hang, ma
con thuc day nhin vien giai quyit vudng mic trude khi cip
tren biit chuyen. Bernie giai thich: " Mot phin cua muc dich
Hay goi Ben Hill lap nen Ben Hill la xiy dung vin hoa cong ty, trong do nhin
vidn phai cd trach nhiem doi vdi khach hang. Mdi khi cd mot
Dua vao nhung gop y cua khach hang db lam dong luc khach hang goi dien cho Ben Hill, diiu nay phan anh mot su
cho nhung quygt dinh trong tuong lai khong chi gidi han tri tre hoic hoat dong kem hieu qua d cua hang, vi ngudi
trong linh vuc cong nghe thong tin. quan ly va moi nhin vien cua hang diu cd du quyin hanh de
Tai Home Depot, Bernie Marcus va Arthur Blank nghi ra giai quyit moi vudng mic cua khach hang " .
mot phong each phuc vu khach hang mdi me va co phin lap Le ra, ho cd thi yeu ciu cac cua hang thu thip y kiin ciia
di. Ho dat ra mot nhan vat khong co thuc ten la Ben Hill, vdi khach hing, liet ke vi phin loai cac y kiin nay, rdi bao cao
chuc danh " Pho Chii tich Bo phin Lam Hai Long Khach len cap tren theo hi thong chi huy nhu mo hinh quan ly
hang " . O mdi cua hang kinh doanh, ho trung bay noi di thly nhung cong ty khac vin ap dung. Nhung qua kenh thong tin
mot pa-no co hinh mot ngudi mac tap di mau cam va doi mu Ben Hill, Bernie va Arthur nim bit phan hdi nhanh chong va
bong chay co bieu tuong Home Depot Nhan vat Ben Hill nay diy du hon, ddng thdi tranh duoc tinh trang cua hang hoic
trong giong Pat Farrah - Pho Chu tich tiip thi. l’ren mdi pa- nhin vien che giiu vin di rdi bao cao la moi chuyin diu tot
dep. Tit ca moi ngudi deu biit rang hai vi sap dung diu cua nen vi pham thoa thuan qua hai lin. Luc do chic chin ho se
cong ty liic nao cung co thi nhan cube goi true tiip tu khach tu bo chiing toi di din vdi doi thu canh tranh, va chiing toi
hang. Vi vay, niu co vudng mlc thi nen giai quyit ngay tai cua chi biit diiu do khi ho din ca gia dinh va ban be di theo " .
hang, dung di cho sap a tong hanh dinh hiat duqc. JKhi cong
ty phat triin va ha thong diin thoai tat bat hon, nhan vian
khac co kinh nghiim duqc giao nhiim vu nhan cuoc goi Ben Tinh bao an trona dich vu ho tro
Hill . Nhung Bernie Marcus va Arthur Blank vin thudng dich
than nhan cuoc goi, va ho vin tiip tuc ciing co thong diep dan
khach hang
cac cong su ring khach hang la tran hat. Thay vi xem dich vu hd trq khach hang la mot each di
Vi nhung thong tin thiit yiu nhu thi di thing din cap trin an khach hang va ciu mong sau nay ho khong lien lac lai
lanh dao, nan moi hudng giai quyit co tha duqc thuc hiin nua, ban nen dao nguqc vin di: xem nhung ldi than phiin
nhu thong tin tinh bao thi trudng. Niu khach hang thudng
ngay. Khi Ben Hill nhan duqc qua nhiiu cuoc goi tu mot dia
phuong than phiin vi thdi gian xip hang cho dqi qua lau
xuyen than phiin thi khong phai khach hang co vin di, ma
chinh cong ty cua ban dang co vin di. Khach hang bat man
hoac thiiu chd diu xe, ho tim each mb tham mot cua hang
nua d noi nay di giai toa sue ep. Khi nghe than phiin co qua do thuc ra dang cung cip thong tin quy gia va miin phi vi
tinh hinh thuc tai ciia cong ty, each thuc cai tiin san phim,
it nhan vian ban hang, ho thu nghiem mot chuong trinh vi
each sip xip to’ chiic nhan su, hoac each canh tranh tot hon
tinh da quan ly nhan vian cho phu hop vdi doanh thu d mdi
chi nhanh. Khi nghe than phiin san phim hut hang, ho cho trong tuong lai. Di nhien, ban co thi bo chi phi ra di thue
ngudi di mua san phim do tu doi thu canh tranh de bay ban, nghien cuu nhung di tai nay. Nhung nhu thi, ban se phai chd
chip nhan mit it lqi nhuan mot lin con hon mat khach hang mot thdi gian mdi biit kit qua. Biit dau trong thdi gian chd
dqi do, co hoi va lqi thi canh tranh ciia ban da bi vuot mit.
mai mai.
Arthur giai thich: " Chung toi lam an vdi khach hang theo Nhung van hda cong ty hudng din khach hang khong
tlioa thuan - mot thoa thuan ngin. Diiu khoan chinh cua phai chi xay ra qua menh lenh giua cip tren va cap dudi. Do
tlioa thuan noi ring khach hang se luu lai vdi chiing toi chung la kit qua ciia mot thong diep do chinh ngudi lanh dao di ra
nao chung toi con cham soc ho. Chung toi cang cham soc ho va nghiam tuc triin khai thanh hanh dong. Nhan vien ciia
Home Depot biet ring tu minh phai giai quyit vin di ciia
lau dai, ho cang luu lai vdi chung toi lau dai. Ho co thi bo
qua cho chung toi mot hoac hai lin. Nhung chiing toi khong khach hang, keo khong sdm thi muon ( thudng la rit sdm )
khach hang se goi dien cho Ben Hill va noi chuyen true tiip
160 DARE TO LEAD!
vdi cip tren. Dave Duffleld d PeopleSoft dang le cd the

chuyen cuoc goi cua khach hang dang buc boi cho cap dudi,
nhung ong lai cong bo so dien thoai ciia minh va dich than
nhan cuoc goi.
Ban dung xem khilu nai ciia khach hang la con nhuc diu.
Chuong 11
Hay xem do la co hoi. Ngoai viec tim hiiu cong ty dang van
hanh nhu thi nao, ban cd the duoc true tiep nghe phan tich
diem yiu cua ban, thi manh cua doi thu canh tranh hay each
moi ngudi danh gia vl san pham va cong ty ban. Quan trong SONG TRONG HIEN TAI
khong kem, khi dich than ling nghe khach hang, ban da
chung minh cho nhan vien thiy ring bat cii viec gi cip tren DE TIEN DEN
da true tiip tham du vao diu la vin di quan trong.
Khi chuong dien thoai reo, ca mot kho tang thong tin
TITONG LAI
tinh bao dang chd ban khai thac. Ban chi din bude den va
nhic may.
fm
DAM DAN OAu! 163 164 DARE TO LEAD!
bin ion thanh lap nhung cong ty hop nhat hoac lien minh
toan du, thi John LaMacchia - giam doc dilu hanh cua
Cincinnati Bell - vin cho rang nln cong nghiep dien thoai se
tang trudng rat cham va bi canh tranh gay git. Theo do la su
di xuong ciia dien thoai truyln thong, von dang la nguon thu
nhap chinh ciia cong ty. John nhanh chong thanh lap hai bo
phan mdi: Cincinnati Bell Information Services ( CB1S ) - cung
^
ung dich vu lam hoa don cho cac cong ty truy n tai khong
day, va Matrixx - cung ung nhan vien ky thuat cho cac he
khi ndo ban bi cudh hut bdi nhitng viin canh hap ddn thong ho tro khach hang qua dien thoai duong dai midn phi .
trong tucmg lai ma quin di thuc tai ? Co khi ndo ban nghi den con CB1S va Matrixx sau do duqc hop nhat thanh Convergys
sd' chi phi cin thiet de dqt den vien canh tot dep do? Neu thii'u cdn rdi tach ra hoat dong rieng vao nam 1998. Convergys da trd
trong , viec chi tiiu se. nhanh chong vuqt ngoai tim kiirn sodt, vd thanli cdng ty hang diu trong dich vu lam hoa don va nhung
khi doanh thu khdng du bu dap, chdc chan cong ty cua ban se bi dich vu phu troi khac cho cac cdng ty vidn thong, truydn hinh
thiet hqi nghiim trong . cap va bang thong rong, vdi doanh sd tren 2,3 ti USD.
Du ban co tarn nhin tucmg lai Ion ddn ddu, ban vdn phai nhin Sau khi chuydn qua mot hudng di hoan toan mdi, John
nhan hien tai de duy tri cdng ty nhdm tien den muc tieu do. da tao co hoi vung chic cho cac nha diu tu va giup tai chinh
Ihucmg trudng da chung kie'n rat nhieu cdi chet cua cdc cdng ty ve ciia cdng ty duqc on dinh va vung manh.
vdi tucmg lai rang ro nhung khdng tru whig duqc lau di nhin thay
gid'c trier cua ho Lid thank hiin thuc. Khi chi biit didm chdm nhin
ve chan trdi xa xdi ma khdng di y den con dudng truac mat, ban
di va'p nga.
Ke hoqch Ion va chi tieu tdo bao,
nhung khong co khach hang
Trudc Ichi quydt dinh mua 1-800-
Tdm nhin quyet djnh thanh cong 1-800YouinoriKo ^
-flowers . com FLOWERS - Llmail8 hi?u mdi
# »
ehok » noi d thanh pho Dallas, Jim
Bit chap cac nha phan tich lien tuc dura ra nhung du bao
McCann da tidn hanh kidm tra hd
kha quan khi phin ldn nganh cong nghiep vi&n thong dang
thong lam viec d do. Ong that su bit ngb trudc each quin ly Sau khi mua 1-800-ELOWERS, Jim tidn hanh ban ngay
va chi tieu thai qua cua cac nhan vidn didu hanh. thidt bi giao dich dudng dai vi qua ton kem va thuc hidn
Nhom quin ly diu tidn cua 1-800-ELOWERS da huy dong nhidu thay doi tridt dd. Du cong vide ban rqn ddn mric nao,
duqc 20 trieu USD qua co phidu va 15 tridu USD qua tien vay, ong vin luon quin ly chat che dong tidn va theo doi sat sao
vdi hy vqng se tao nen thanh the trong lxnh vuc kinh doanh hoa cac bao cao tong hop tai chinh. Vdi each lam viec nghiem trie
tuoi. Ho trang bi thidt bi cho mot tmng tarn giao dich tuxa hidn cua ong, 1-800-ELOWERS din vuon len vi tri din diu trong
dai vdi nhring tong dai dien thoai tri gia ca trieu do la va nhung linh vuc kinh doanh hoa tuoi va dem lai cho ong doanh thu
may vi tinh co ciu hinh manh nhit. Ho mua 700 o lam vide hon 500 tridu USD mdi nam .
lam bing gd xa cu, tuyen dung 120 nhan vien quan ly va 2 tidn
si phu trach huin Iuyen dao tao trudc khi tuydn dung nhan
vien. Ho cung chi hang tridu do la dd thud mot cong ty quang Khong dao dong tdm nhin
cao noi tidng nhflm thuc hidn chidn dich quang ba gidi thidu 1-
800-ELOWERS. Ho cung da ky thoa thuan vdi 6.800 cxia hang Khong lau sau khi Google duqc chinh thric thanh lap giria
ban hoa tuoi khap nude My dd lam diu mdi cung ring hoa. cao trao cua Internet, Cindy McCaffrey, cuu nhan vidn cua
Apple, la giam doc tidp thi cho Google da thud mot nha tu
Didu duy nhit ma 1-800-ELOWERS khong co chinh la vin vd viec xay dung thuong hidu cho minh. Nha tu vin nay
khach hang. Chi rieng vide tri lai suit cho so tidn vay 15 trieu da khuyen ndn chi 10 trieu USD cho mot chien dich quang ba
USD da du gay kho khan cho edng ty. Mot thdi gian ngin sau, thuong hidu, kd ca dang nguydn trang quang cao trdn to Wall
mo hinh kinh doanh theo kidu nay da khong thd kham noi Street Journal .
nhring khoan chi manh tay. Tham chi, khi cong ty dang gap
kho khan, ngudi cua 1-800-ELOWERS ddn thuong luqng vdi Cindy McCaffrey lap trie lien he vdi cac cong ty quang cao
ong vin duy tri phong each xa xi iy: " Du dang gay thua Id nhung khong ai may may quan tarn, du vdi vidn canh co duqc
trim trong, nhung miy anh chang cua 1-800-ELOWERS vin hop ddng tri gia 10 tridu USD. Ba trinh bay ndi chin nan do
di xe hoi dat tidn ddn ddn toi va mdi toi di an toi d nha hang vdi Larry va Sergey, va vd cung ngac nhien trudc phan ring cua
sang trong nhit trong thanh pho ", Jim nhd lai. Trong khi dd, hai ngudi. Ho chit vin ba tinh hidu qua cua chidn dich quang
mac du la mot doanh nhan thanh cong vdi 14 cua hang hoa cao. Tai sao phai chi nhidu tidn nhu thd cho quang cao ? Tai
tuoi d New York, each song cua Jim vin khong thay doi; ong sao khong diu tu vao cong nghe? Tai sao khong cho ca thd
vin ngdi ghd may bay hang thudng, thud xe re tidn, va d trong gidi bidt vd Google blng each tao ra mot san phim vuqt troi.
nhring khach san binli dan.
Nhung mong muon cua Larry vi Sergey da trd thinh su Hoi ding Quan tri va giiip vin dong khan gia ding ky qua
that lrhi sd truy cap tren trang web Google ngay cang tang du TCI. Bob ki: "Thit may min khi co mot nha diu tu ldn trong
khong co bit ky chiin dich quang cao nao. Ho din vdi cung nganh nghi dong y liin minh vdi toi. Mdi ngudi thanh
Google qua nhung ldi truyin mieng. Vdi mot giao dien don dat diu co mot hoac nhiiu cd vin. Vdi toi, do la John
gian, khong co quang cao, khong co cong tiip ndi, Google la Malone " . Vi chua cd kinh nghiem lam kinh doanh, nin Bob
mot cong cu tra cuu tien lqi vdi toe do phi thudng. Bing each tham vin John Malone, va nhan duoc ldi khuyin: " Hay ting
kiem soat chi phi, ho di khibn cho doi thu phai ganh ty khi doanh thu va ha thip chi phi " .
qua bong bong Internet no tung va cong nghe mang sup do. Theo ldi cua Bob: " BEE thuc su la mot phiin ban cua
Khi cac cong ty Internet khac bi chay tui, Google vin con tiin nhung gi Jolin Johnson di lam vdi tap chi Ebony. BET la mot
trong tai khoan ngin hang, vdi mot cong nghe vung chic, va tap chi phim anh. Hudng din ngudi My gdc Phi khong phai
mot tim nhin khong bao gib dao dong. la y tudng mdi me - nhiiu td bao vin thudng lam viic nay -
nhung cong viec toi dang lam phan anh cong nghe cua thdi
dai vdi vi tinh va dudng cap " .
Cham ma chat Mot nim sau khi Bob diu tu vao BET, kinh nay bit diu
Khi Bob lohnson con lam Pho phat hinh hai gid mdi toi thu Sau va thu Bay. Nhiiu ngudi chi
trich viec ong cho phat lai nliiiu chuong trinh, nhung nlu xet
Zs 3 Chu tich cua National Cable TV
Association, ong nhan thiy chua din so tiin ca hang trieu do la ma cac phim trudng bo ra di
co kexih truyin hinh cap danh rieng cho ngudi My goc Phi. giiip khan gia giai tri, Bob biit ong pha san nhanh chong niu
Thong qua nhung mdi quan hi trong cong viec, ong quen chi phat toan nhung chuong trinh mdi. " loi giu chi phi ha
duoc John Malone, giam doc diiu hanh cua cong ty truyin bang each cho phat lai cac tap phim an khach ddi vdi ngudi da
hinh cap ldn nhit nude My, Tele-Communications, inc. den va chuong trinh ca nhac do cac nghi si da den biiu diin " .
(TCI). Bob din gap John vdi mot ki hoach kinh doanh va trd Bob quyit tam theo duoi mot phuong thuc can trong va
vi vdi 500 ngan dola di thanh lap kinh truyin hinh diu tiin thuc dung khi diiu hanh, can doi thu chi. Khi thiy khong ai
danh cho ngudi My gdc Phi. Khi do ong 33 tuoi. lam phim vi gidi trung luu My gdc Phi, Bob quyit dinh si
Ngoai viic bo tiin riing di diu tu cho Black thuc hiin tung bude di lam duoc diiu do. Diu tiin, ong mua
Entertainment Television (BEL), John con dat ca danh tiing Arabesque, nha xuit ban cac tiiu thuyit tinh cam vi ngudi da
cua minh vdi thuong vu nay. John Malone la thanh viin trong den, di xuit ban thanh sach. Ngoai viic cung dp cho khach
hang thong tin va nhu ciu giai tri qua loai hinh nghe nhin, vdi gia 10 trieu USD. Cong ty bat diu hoat dong doc lip vdi
gid diy ong con cung cip them loai hinh doc. Doanh thu muc dich lam phim hoat hinh va da san xudt duqc mot sd
ngay mot tang trudng. Bob Iden nhin cho den khi BEI co du phim ngin doat giai. Tuy vay, chi phi cao eda thidt bi dien
nang luc tai chinh mod thanh lap hang phim. toan hien dai va lich san xuit cham chap khidn cong ty khong
Phuong each bao thu vd chi tieu da dem lai hieu qua cao, cd lqi nhuan .
va BE!tang trudng manh me trong vong hai thap men kd tidp Nhidu cong cu cin thidt dd lam phim khong cd sin trdn
voi ba kenh phat hinh 24 gib, hai kenh truydn thanh ve tinh, thi trudng ndn Pixar phai tu sang chd. Phuong thuc nay cd y
nha xuit ban Arabesque va hang phim BEi Pictures 11, cung nghia phat minh ldn nhung lai khong thuc td ndu muon tao
ting dich vu cho 62 trieu gia dinh. Khi Viacom mua lai BEi’ doanh thu va tru vung. Sau nay, Steve thua nhan ring ndu
nim 2001 vdi gia 2,5 ti USD, gia tri co phidu cua Bob trong ludng trade duqc phai tieu ton nhidu chi phi de’ duy tri cong
Viacom ldn ddn 1,5 ti USD. ty, cd le ong se khong bao gib mua no. Ong ndi: " Kho khan
Bob noi: " Vai ngudi noi toi lam kinh doanh theo kieu re chinh la chi phi cho thidt bi dien toan can thidt dd san xuit
tidn, nhung co qua nhidu cube kinh doanh bi khon don vi ho mot bo phim hoat hinh ldn qua cao trong nhidu nam qua " .
khong bidt giu chi phi d muc tuong xiing vdi doanh thu " . Vi cong ty co thd tu san xuit nhidu cong cu lam hoat hinh,
ndn Pixar da thu hoi vdn qua vide ban phin mdm hoat hinh
Renderman, va tao ra mot cong nghe dd giiip Disney quan ly
Phdi biet kien tri qua trinh lam hoat hinh va cai thien hieu ung dac biet. Kinh
doanh phin mdm giiip Pixar vuqt qua con nguy kho, nhung
Hang phim Pixar trd ndn ndi tiring van khong du dd bu dip chi phi.
P I X A R vdi nhung phim an khach nhu Toy
Dd song qua ngay, Pixar san xuit phim quang cao hoat
Story ( Cau chuyen dd choi ) va Finding Nemo ( Di tim Nemo).
hinh cho nhidu cong ty khac nhau. Ngoai vide cd thu nhap,
Thuc ra, thanh cong khong ddn vdi Pixar trong mot sdm mot
cac phim hoat hinh nay con giiip Pixar cai thien cong cu va ky
chidu. Pixar da phai trai qua nhidu kho khan suot mot thap
thuat hoat hinh.
nien ddn ndi ho phai tarn tlidi hoan lai vide thuc hien giac mo
va tim phuong each khac dd giu cho cong ty tru vung. Nam 1991, Pixar hop tac vdi Disney dd lam mot bo phim
hoat hinh dai 1 gid cho truydn hinh. Hai ben thoa thuan sd
Pixar duqc thanh lap vao nam 1986, khi Steve Jobs mua
cung cong tac lam ba bo phim. Bo phim diu tien mit 4 nam
bo phan hoat hinh dien toan tu hang phim cua George Lucas
mdi thuc hien xong, va tuy Disney chiu phan nua chi phi,
Pixar vin tieu ton kha nhidu tien . De tiep tuc tru vung, Pixar Khong nan long khi chua tim duqc hop dong tu vin, ba
san xuait them 29 phim quang cio va tilp tuc cai thien thilt bit diu md khoa dao tao ve tin hoc, lap chuong trinh dao tao
bi lam hoat hinh. cho cac ung dung nhu Microsoft Word, Microsoft Excel va
Khi duqc trinh chilu vao nam 1995, bo phim Toy Story lap Oracle. Jeanette giai thich: " Diy chic chin khong phai la
tuc an khach. Do khong nhung la bo phim diu tien trong lich
chien luqc cua chiing toi . Chung toi lam nhung viec nay nhu
su phim anh hoan toan lam theo cong nghe hoat hinh bang la giai phap tarn thdi dl duy tri Sytel " .
may dien toan, ma con la phim dat doanh tliu cao nhit tu Khi mdi thanli lap Sytel, ba nghi minh co thl bit diu linh
tnrdc den gib. Tilp theo Pixar san xult mot loat bp phim an luong sau 6 thing. Nhung thuc tl ba phai dung the tin dung
khach khac nhu : A Bug' s Life, Toy Story 2 , Monsters Inc., va di duy tri hoat dong cong ty, va din 4 nam rudi sau, ba mdi
Finding JSlemo. Bon bo phim diu cua Pixar dat doanh so 1,5 ti nhan duqc thing luong diu tien tu Sytel. Mdi khi co ngudn
USD va mang vd 15 giai Oscar. thu nao do, ba lai bin klioin giua vide linh luong hoac tii diu
Pixar khong the dat duqc nhung thanh tuu tien nlu tu vao cong ty.
khong tim each tru vung trong 10 nam diu bang nhung each Cong vide dao tao tin hoc cho phep Jeanette thud them Icy
thuc khac nhau. Doi khi dd thanh cong, ban phai tarn thoi su va bit diu hudng cong ty din gin vdi muc dich ban diu:
hoan nhung giic mo d£ song vdi thuc tai. tich hop he thong cho co quan nha nude. Theo thdi gian,
Sytel tao duqc uy tin khi giiip cic hd thong va cong nghe rdi
rac lam vide vdi nhau hieu qua, va ke tilp ba nlian duqc hop
Linh dong vd thich ung ddng Ion hon tu cic co quan lidn bang.
Ba vin lac quan, tilp tuc tim Idlm co hoi mdi. Khi thi
Khi Jeanette White thanh lap Cong ty
trudng cong nghe thong tin cua cic ban nganh lidn bang thay
Sytel, vdi von kiln thuc v!ky thuat, ba
doi, mot co hoi mdi md ra la chinh phu dien tii. Sytel bude
nhanh chong nhan ra thi trudng diy
vao thi trudng nay, phit tridn Icy ning, vuon ldn dua trdn
tilm nang cho cong vi c phan tich so
^
lieu va tich hop ha tliong. l’uy nhien, ba
chuyen mon vd noi mang va tich hop hd thong.
cung hilu ring van su khdi diu nan. Sytel la mot cong ty Bing cich thich ung va biln chuydn Unli dong theo thdi
hoan toan mdi, chua co nhilu kinh nghiem nen ba kho tim till, Jeanette da giy dung Sytel thanh mot cong ty tri gii 40
duqc khach hang. tridu USD, dung hang diu trong linh vuc rich hop thong tin
d vung ven Dai Tiy Duong. Ban than ba nhan duqc mot so'
DAMDANOAU! 173
giai thudng danh cho doanh nhan thanh dat, va Sytel vai lin
dugc liet ke trong Inc. 500 danh sach nhung cong ty tang
trudng nhanh nhlt trong nam.
Chuong 12
Hay can bang chi thu
Jeanette White ap dung cung nguyen tic nhu Pixar kbi c6
ging dua Sytel di len. Trong Jdii chua tim dugc khach hang
theo dung kha nang chuyen sau cua minh, ba to chiic nhung
KHONG DAT LOI NHUAN
lop dao tao tin hgc di duy tri cong ty, nho do b a co the* tuyin
dung them ky su, tao them tiim luc - giong nhu each Pixar
CAO HON CON NGISOI
lam phim quang cao de nuoi quan trong khi cho tich cop du
von di lam phim hoat hinh.
Trong khi cac cong ty khac bo ra ca hang trieu USD de*
quang ba thuong hieu, Larry va Sergey huy bo y dinh quang
cao va d6n n6 luc de lam cho phin mim Google chay tot va
nhanh hon.
Khi phai chi tien, dung de nhiing ky vong trong tam
tii ban lin ap kha nang phan dean tlnli hu6 ng. Vudn
uom dii co trien vong sum sue din dau vin se khong con
gia tri va y nghla niu ban khong tru viing din ngay hai
dugc qua ngot.
ton vong cua edng ty Id yd'u td' chinh thi vide sa thai co the kho tranh
khoi. Nhung niu muc dich duy nhd't chi Id tang lai nhudn nhat
thdi di lam vui long nha ddu tu, thi tac ddng kinh tevi Idu ddi co
thi gay ton hai cho edng ty.
Xay dung mem fin

Tuy nhien, trong mot so truong hop, su cung ran la diliu
1 he' giai kinh doanh ngay nay duemg nhu qua chu trong vdo cin thi At. Nissan khong thet6n tai nAu khong nhd Carlos
lei nhudn trude mat den noi edng thuc cho su thanh edng co ve nhu Ghosn manh tay thuc hien chuong trinh cai to . Dale Fuller
chi du toan moi vide cho mot quy sap t&i . Mai ngudi co khuynh nhan chuc vu diAu hanh Borland khi edng ty dang chdi vdi
hudng danh gia su thanh edng cua mdt edng ty khong dua vdo tidm ben bo vuc pha san, va ong buoc phai sa thai 60 nha quan tri
luc thdt su md dua vdo su thanh edng cua edng ty vdo then diem cAp cao vdn khdng thA - hoac khdng muon - thuc hien kA
hien tai. Chinh vi vdy, moi nguoi dd dang bo qua nhung toe ddng hoach vuc day cong ty do ong vach ra.
ve Idu ddi cua ede quyet dinh, md chi xet den nhung each thuc Ddi khi cAn phai co mot cuoc dai phAu dA cuu sdng cong
nhanh chong dem lai loi ich ve tai chinh . ty. Nhung qua nhiAu nha quan tri thuc hien diAu nay giong
Hai each thuc thudmg gap nhat di tang loi nhudn trrnc mdt Id nhu each dot rung lam rAy dA thu hai ngay trong mua vu nay,
cat chi phi nghien ctiu phat triin , va gidm chi phi nhdn su qua viec
rdi ddi kem trong nhung vu tiAp theo .
sa thai nhdn vidn hay gidm chi do ddi ngd , hoac ca hai. Khi mdt Khi con giu vi tri quan ly dio cong ty thiAt bi y khoa
cong ty loan bao cdt gidm bien chi, gia co phieu cua edng ty do Medtronic, Bill George luon cam thAy bi giAng co giua hai
thudng tang len. Suy cho cung, ngudi ta hiiu rdng chi phi nhdn hudng di . Mot mat, gidi bac si mudn co them ngan sach dA
vien gidm co nghia la loi nhudn tang. Cach hiiu nay chi Id mdt nghien cuu va phat triAn san pham mdi. Mat khac, nha dAu tu
chieu! Trin thuc ti, khdng ai mong mud'n den vide sa thai , vi dieu ngAn han muon co ngay loi nliuan. Ong kA lai: " Cuoi cung,
nay si lam dnh huang xd'u din vdn de nhdn su cua cong ty. Viec can cin da nghieng vA phia benh nhan . Nhung gi dem lai diAu
sa thai khdng chi tac dong tin tinh than lam vide cua nhdn vien , tot nhAt cho benh nhan se duqc chiing toi can nhic khi dua
md con co xu huemg lam dich vu khdeh hang xud’ng cap. Nd'u su ra quyAt dinh. Co thA do la nhung quyAt dinh dung nhung
thiidng la quydt dinh kho khan, va ngudi ra quydt dinh nhan vien nao vd tinh hinh d cua hang va cham chit lang
thuong cam thAy co don " . nghe, ghi nhan nhung Idi gop y cua nhan vien. Nhung cuoc
" tham vidng " nay ddu khong duqc len lich va ghi chep gi ca,
Didu de nhan thAy la cong ty nao ton trong va danh gia
cao nhan vien thuong vung bdn trong thdi gian dai. Do ma giong nhu mot cuoc trd chuyen than tinh. Hanh dong nay
khong chi la cAu tu trong mot cam nang vd quan ly nhan su cua Bernie va Arthur da giup duy tri phong each lam vide on
hoac Idi tuyen bo tu phong quan ly ngudn nhan luc. Do phai dinh cua moi nhan vidn vi ai cung hidu cap tren co thd xuat
la mot phin cua van hoa cong ty, va phai duqc the hien tu cAp liien bat cii luc nao.
cao nhat. Nhung cong ty dat trong tarn vao lqi nhuan toi da Bemie va Arthur luon nd luc de’ nhan vidn hidu ring moi
khong nen ngac nhidn khi nMn vien cua ho trd nen chan hoat dong, muc tidu cua cong ty la vi con ngudi. Khach hang
nan, bi quan, hoac ngd vuc. la quan trong so mot; tiep theo la nhan vidn. Arthur giai thich:
" Vai trd cua chung toi la len kd hoadi chuong trinh, du doan
Cuu giam ddc didu hanh cua cong ty san xuit mo to
Harley-Davidson Rich Teerlink nhAn manh: " Ban phai xay tim nhin tuong lai, huin luydn, dao tao, va cho phep nhAn
dung nidm tin trong to chuc cua ban. Ndu moi ngudi khong vidn phat huy theo sang kidn oia ho " .
tin ring d p lanh dao quan tarn d&n ho, toi nghi ban se la Nd luc khong ngung cua Bernie va Arthur trong vide chii
ngudi bi ton thit nhiiu nhit " . Vide cham soc nhan vien va trong den khAch hang la ydu to chii chot cho su thanh cong
khadi hang cua ban chinh la hon da tang cho su tdn tai cua thin ky cua Home Depot. Mdi quydt dinh du ldn ho Ac nho
cong ty. ddu hinh thanh dua tren khach hang va nhan vidn. Ban thu
doan xem kdt qua se nhu thd nao ndu ho luon noi ring khach
hang la quan trong nhung thuc td chi quan tAm ddn lqi
Can nhac giua loi nhuan trade mat vdi nhuan !
gia trj Ida dai Sau khi Bemie Marcus va Arthur Blank rut lui, hoi ddng
quan tri ciia Home Depot dA tuydn dung Robert Nardelh,
Bemie Marcus va Arthur Blank trd thanh hai nhan vat ngudi tung giu chuc vu cao nhat d General Electric (GE). Theo
huydn thoai d Home Depot vi da khong ngung duy tri van ldi Nardelli mo ta khi mdi nhan chuc, Home Depot la mot
hoa cong ty tap trung vao khach hang. Thinh thoang, Bernie cong ty ldn nhung each thuc hoat dong vin con nhu nhung
hoac Arthur, hoac ca hai, bat ngd xuit hien tai cac cua hang cong ty nho: co phin dd dAi va khong chat che, chua co ky
dd khao sat tinh hinh kinh doanh. Ho co thd hoi tham bat kv luAt hoat dong.
Nardelli nhanh chong ap dung kinh nghiem co dupe nhan vien ky cuu nhim giam chi phi da lam dich vu khach
trong qua trinh lam viec vdi GE - mot tap doan khdng lo hoat hang xudng cip nhanh. Vdi mot cong ty dupe xay dung trdn
dong dua trdn ky luat nghiem ngat va C±LU trong ddn tang van hoa chlm soc khach hang va quan tarn ddn nhin vien, thi
trudng - vao Home Depot. Nardelli thay thd mot so vi tri then nhung thay doi manh me trong co ciu nhim tang lpi nhuan
chot. Hanh dong nay da lam nhidu quan tri vien dip cao xin ciia Nardelli da lam suy giam lpi thd canh tranh cua Home
riit chan ra khoi cong ty. Trong so 29 ngudi d vi tri cap cao, Depot. Cong ty chi thu dupe lpi nhuan trong mot thdi gian
ba nam sau chi con 1 ngudi. Dudi su quan ly ciia Nardelli, ngin, sau dd thi sut giam din. Ching bao lau, Nardelh da trd
each lam vide chu trong ddn khach hang va nhan vien da thay thanh muc tidu cong kich ciia chinh cac co’ dong, nha phan
die bang vide tap trung vao nang suit. tich Wall Street ma ong da co ging gianh su uu ai. Khach hang
Vdi dong thai nhim tang lpi nhuin, Nardelli quydt dinh cung tu bo din Home Depot
sa thai nhidu nhan vien ky cuu d ciia hang va thay thd bang Su thay doi bit lpi con didn ra cung luc vdi chidn dich tin
nhan vien lam viec ban thoi gian vdi muc luong thip hon . cong ciia doi thu canh tranh Lowe khi cong ty nay xam lin thi
Nardelli tang so ngudi lam vide ban thdi gian ldn khoang phin ciia Home Depot bing each thidt kd va trang tri ciia
plain niia so nhin luc 315.000 ngudi ciia Home Depot vdi hai hang theo phong each mdi la dd thu hut khach hang. Hai
ly do: de co them ngudi vao dip cudi tuin va giiip giam chi nam sau khi Nardelli nim quydn didu hanh, Home Depot
phi luong bong. Nardelli cung quydt dinh ngung tang luong vin con bi nguy khon. Doanh thu d cac cua hang mdi md
va xda bo vai khoan phiic lpi cua nhan vien. Nhung vide nay hon mot nam bi giam 10%. Trong bay quy lidn tidp, doanh
di ngupc vdi nhung gi ma Bernie va Arthur da nd luc xiy dung thu ciia Home Depot thip hon Lowe. Thd nhung cac nha lanh
trong nhidu nam lidn nhung theo Nardelli, do la didu cin dao ciia cong ty bien hp ring do la do tinh hinh chung ciia
thidt trong giai doan ndn kinh td dang tut doc nay. ndn kinh td suy thoai.
Ro rang, Home Depot khdng phai la GE, va quan didm Trong mot dai hoi co’ dong, Nardelli phat bidu: " Chung ta
cua ong miu thuln vdi van hoa sin co cua cong ty. Le ra dang gap kho khan ldn vi phan ung ciia thi trudng " , rdi ong
Nardelli phai danh thdi gian dd lam quen va bit nhip vdi con vach ra chidn lupc mdi, kd ca hinh thiic ciia hang mdi, md ciia
ngudi va moi trudng lam vide d day. Ndu khdng, su xung khic hang nho hon trong trung tarn dd thi, va md rong khu vuc
vd van hoa la didu khdng thd tranh khoi. ban den noi thit va hang didn dan dung dd thu hut thdm
Hau qua nang nd da xay ra. Tinh thin nhan vien suy sup,
khach hang la phu nu. N ardelli da ngung khdng thud nhan
va viec tuydn ngudi thidu kinli nghidm vao lam de thay thd vien ban thdi gian, nhung van dat lpi nhuin ldn trdn hdt. Ong
noi: " Chung toi quyit tam leo lai cong ty trd lai vi tri cao trin khach hang vdi nhiiu chinh sach uu dai nhu chi tinh muc loi
thi truong chung khoan ". Viec chu tam din thi truong chung toi da la 14% trin gia mua vao, trong khi nhung noi khac co
khoan chinh la nguyin nhan da dua cong ty vao canh khon the tinh tut 50 din 200%.
kho. Co dong khong duqc an tam, va gia co phiiu ciia Home Biit ring luong bong cao la mot trong nhung yiu to quyit
Depot giam them 7% sau khi da giam 20% trong nam do. dinh nang suit lam viec ciia nhan viin nin Costco tra luong
Quan sat tinh hinh cong ty cu tren cuong vi ong biu mdi tlieo gid d muc cao nhat trong nganh. Thdi gian trung binh mot
cda doi bong nha nghi Atlanta Falcons, Arthur Blank nhan nhan viin quan ly cua hang lam viec vdi cong ty la 15 nam; ty
thay Home Depot co the gia tang doanh thu va lqi nhuan qua le thay thi nhan su cua Costco chi bang mot phin ba muc trung
viec quan binh nang suit vdi dich vu khach hang. Blank noi: binh ciia nganh ban le, va muc do that thoat (do trom cap hang
"Thanh cong ma chung toi dat duqc d Home Depot trong 23 hoa ) chi bang 13% so vdi trung binh toan nganh.
nam diu thuc su khong phai dua tren nhung con so trong so’ Vai nam diu, tinh hinh kinh doanh ciia Costco kha on
ke toan, ma la tren dich vu khach hang va nhan viin. Niu dat dinh. Doanh thu va lqi nhuan tang truong diu, va co’ phiiu
cong su va khach hang lin tren hit, doanh thu chic chin se khong ngung tang gia. Nhung din nam 2002, Costco gap kho
cai thien theo do " . khan nghiim trong vi mat tai chinh khi ap dung triit de chinh
sach vi nhan viin va khach hang. O California, chi phi y ti va
cac khoan phiic lqi danh cho nhan viin tang din 30%. Tham
Hay nhin theo cap vi mo chi, cong ty sin sang dap ung ldi than phiin ciia khach hang
vi su cham chap tai quiy tinh tiin bang each tuyen thim nhan
Theo nhiiu cip do, Home Depot va Costco co nhiiu diim
viin d£ giam thdi gian chd dqi cua khach hang. Nhiing diiu
tuong ddng. Ca hai ddu didu hanh he thdng sieu ciia hang,
nay cang lam tang thim chi phi. Keo theo do la gia cd’ phiiu
ban hang hoa vdi gia ha. Ca hai diu co nhung nha sang lap
sut giam. Thi nhung Jim vin kliong muon tang ty li lqi nhuan
vdi chu truong xay dung van hoa cong ty chu trong din khach
qua viic tang gia ban hoac cat phiic loi ciia nhan viin.
hang, va ca hai diu duqc gay dung ldn manh bdi chinh doi
ngu nhan viin. Trong khi Nardelli cua Home Depot thay thi Cac nha phan tich cho rang Costco cd thi bu dap chi phi
nhung nhan viin co kinh nghiim bang nhin viin lam viic bang each tang gia ban - tang thim muc ldi trin gia mua di
ban thdi gian di giam bdt chi phi, thi giam doc dieu hanh Jim dem lai lqi nhuan tuong doi. Mot so nha diu tu than phiin
Sinegal cua Costco chon con dudng nguqc lai: dat khach hang vi gia ha ciia cong ty: " Chung toi cho ring cong ty da dat lqi
va nhin viin lin trin lqi nhuan. Costco lam the hoi viin cho ich ciia khach hang hoi viin lin tren lqi ich ciia nha diu tu " .
The nhung, Jim vln tri chrii tang gia ban cho hoi vidn. Cac quydt dinh cua minh co dring hay khong. Khi ban doi dien vdi
nha phan tich cring phd binh Jim da tra luong bong cho nhan nhring thay ddi trong linh vuc hoac trong thi trudng, hay luon
vien qua cao, dd xult ring nen giam luong hole giam phuc Iqi. tu nhlc nhd ban than nhring muc tidu, ton chi ciia cong ty dd
Jim tra ldi mot each don gian: " Ndu ban tuydn nguoi gidi, trao dam bao ban dua ra quydt dinh hop ly. Bing each nay, ban co
cho ho cong vide tot, tra cho ho luong cao, thi chuyen tot lanh thd tranh bi ldi cudn chay theo lqi nhuan ma qudn di vi thd
se tri nhung con ngucri do ma ra " . canh tranh lau dai.
Moi nguoi co the’ khbng ddng y vdi phuong phap ciia Jim, Nam 1999, khi Google dang khdi
Ry
nhung ai cung phai nhin nhan ring dng da gay dung mot
Costco hiing manh khi ciing co cac gia tri ciia minh. Tren thuc
td, dng cung rlt quan tarn ddn cac nha diu tu khi chi trong 10
^ / \ diu va Borland dang vung vly dd
sinh tdn, mot cau chuyen xay ra d
Dallas bong mot cong ty ma nhidu nguoi nghi se khong bao
nam, gia co’ phidu da tang len hon 4 lin. Trong thdi gian tu gid vuon duqc len hang diu. Cong ty Mary Kay bdng nhidn
nam 1998 ddn nam 2003, doanh thu tang 11,7% mdi nam, va noi tidng khlp the gidi vi dua ra chinh sach tang thudng xe
lqi nhuin tang 13,2% mdi nam . Cadillac mau hdng cho nhan vidn tidp thi dat doanh tliu cao.
Ndu muc dich duy nhlt la khong ngitng tang lqi nhuan, tlii Ngoai didu nay ra, chlng mly ai biet vd Mary Kay. Khong ai
bidt ring vdi gin mot trieu tu vln vidn tham my doc lap (vua
Jim khong thanh cong. The nhung dng da thanh cong khi xay
dung va duy tri duqc long trung thanh ciia khach hang va dpi lam tidp thi vua ban hang va tu vin cho khach hang ) khlp
ngu nhan vien - hai ydu to thidt yeu giup cong ty virng manh thd gidi, Mary Kay khong chi don thuln la cong ty kinh
trong nhidu nam lidn. Jim noi: " Khong co lidu thuoc nao ngot doanh my phim.
ngao ca. Ban nen chap nhan vi ding cua thude. Chung toi Tim nhin diu tidn cua Mary Kay la nhlm girip cuoc song
khong bao gid muon co duqc lqi ich trie thori dd phai danh doi ciia phu nu duqc phong phri hon. Theo nguyen tic dii dao
nhring gia tri chring toi van hlng muon gin giri " . do, cong ty phat tridn ddn mric doanh thu ban si 1,6 ti USD,
va co tdc do tang trudng binh quan tren 10% mdi nam kd tu
khi duqc thanh lip nlm 1963. Rlt it cong ty tim cd nao co thd
Van dung sue manh ciia ban duy tri muc dich duy nhat va tim nhin ro ring trong mot thdi
gian dai nhu thd. Tuy nhidn, su bung no’ cua Internet va
Kien tri theo duoi cac uu tidn khong phai lric nao cung dd tltuong mai didn tu cd co may anh hudng ddn cac tu vin vidn
dang. Trong nhidu trudng hop, ban se phan van khong bidt thi’m my ciia Mary Kay, du day la mot cong cu cd tidm nang
mang lai loi nhuan khong Id. Va each Mary Kay thanh lap lai vdi moi quan he cip co sd ma cong ty da nuoi duong trong
dich vu kinh doanh trdn Internet da dem lai mot bai hoc quy nhidu thip nidn " .
gia trong viec van dung cong nghe mdi ma khong lam suy Mary Kay bit diu cac hoat dong true tirydn kha sdm,
giam sue mauih cot loi ciia cong ty. cung cip cac bao cao qua e-mail nam 1995, va cac trang web
Mary Kay hoan toan cd thd ban true tuydn cho khach cho tu vin thim my doc lap nam 1997. Trang web ciia cong
hang qua trang web ciia minh de tidt kidm hang trieu dola ty cd chuc nang cho phep cac hr vin vien tao dia chi rieng va
tidn hoa hdng tra cho tu vin thim my doc lap. Thd nhung, qua do nhan dat mua hang true tuydn. Nhan vidn tidp thi
Kregg ) odie, Giam doc phu trach thong tin ciia Mary Kay giai cung cd thd dat mua hang, ra so at doanh thu, theo doi viec
thich: " Quan didm ciia chiing toi that rd rang: nhan vien tidp gui hang, va giu Udn lac vdi cong ty. Tuy nhien, khong nhu
tlii la tit ca gia tri ma chiing toi cd " . nhung tiang web ban hang kliac, khach hang khong thd dat
Thay vi sir dung Internet dd tang loi nhuan va loai bo din mua hang true tidp. Ho chi cd thd nhan dupe dia chi ciia tu
vai tro ciia cac nhan vien tu vin thim my doc lap, ho xac vin thim my doc lap gin noi ho sinli song, va dat mua hang
nhan vln gin bo vdi doi ngu tu vin thim my doc lap va loan tu ngudi nay.
bao kd hoach md trang web vdi 100% nd luc nhim hd tip cac Hd thong mdi nay cung giiip giam tai cong viec giiy to d
tu vin nay - mot quydt dinh cd ve di ngupc thdi dai. cip co sd va van phong trung uong. Thay vi goi dien hoac giii
Cd hai ly do tai sao Mary Kay tu choi ban true tuydn cho fax cho cong ty, hiu hdt tu vin thim my doc lap cd did dat
ngudi tieu thu qua trang web ciia cong ty. Kregg trinh bay: hang true tiep, didu do giiip ho cd them thdi gian gap go
"Ton chi ciia chiing toi la giiip cupc song ciia phu nu dupe khach hang va bdt phai didn vao cac bidu miu . lrong khi
phong phii hon. Chiing toi muon tao co hoi cho ho cd them mang Amazon thudng cd hai hole ba mon trong mot giao
dich tdng cong 40 do la, mot giao dich qua Mary Kay cd 40-
cong vide. Viec ban hang tren trang web mau thuln vdi nhung
nguyen tic cot loi ciia cong ty nen chiing toi khong chip 60 mon gia tong cong 400 do la.
nhan. Ly do thu hai cd tinh thuc td hon. Tu trude ddn gid, Chidn lupc ciia Mary Kay da di dung hudng vd mat tai
cong ty vin dua vao mang ludi tu vin thim my doc lap. Bay chinh. Dpi ngu tu vin thim my doc lap tidp tuc tang trudng,
gid , ndu chuydn vide ban hang tu cac tu vin ( phan tin ) qua va hidn gid 90% ciia doanh sd - trdn mot ti USD mdi nam - la
true tuydn trdn trang web ( tap trung), cong ty se phai thay doi do dpi ngu tu vin ban qua true tuydn. Didu quan trong khong
each thiic hoat dong d moi cip va md rong chidn dich quang kem la dpi ngu nay luon luon dupe cong ty hd trp, va ho
cao ldn. Nhung viec nay vupt khoi tim chidn lupc va di ngupc khong phai au lo sd canh tranh vdi chinh cong ty. Vide ban
true tiep qua mang khong bao gid thay the duqc moi quan he thay doi van hoa cua Home Depot vdn chu trong din khach
ma mdi tu vln da thilt lap vdi khach hang. hang va cong su, d!rdi cuoi cung danh mat lqi thl chiln luqc
Ne’u cip lanh dao cua Mary Kay chu trong din lqi nhuan quan trong. Dilu nay khong cd nghla la co dong khong quan
*
nhait thdi, hin ho da di theo con dudng khac. Ban true tilp trong - di nhien la ho vin quan trong. Nhung uu ai cho co
cho khach hang giup ho loai bo dqi ngu tu vin, va co the dem dong ( tang gia co’ philu ) ma hy sinh khach hang va nhan vien
lai doanh thu cao. Nhung viec nay cung se giam sue manh la mot chiln luqc thiln can va vl lau dai se khong hieu qua.
canh tranh ldn nhlt cua Mary Kay - mot doi ngu nhung nhan Mary Kay bo qua co hoi tang lqi nhuan nhit thdi, nhung
vien tan tuy va trung thanh duqc xay dung dua tren moi quan vln cung cd duqc sue manh lau dai bang each tilp tuc gin bo
he giua con ngudi vdi con ngudi khlp thl gidi. Kregg noi: vdi tu van thim my doc lip - nhung ngudi da mang thanh
" Chung toi da nghiem tuc xem xet phuong an sir dung cong din cho cong ty.
Internet dl xoa bo doi ngu tu vin vien. Nhung viec nay khong
Jeffrey Pfeffer, giao su Dai hoc Stanford, nhan xet: " Nhan
tuong xiing vdi mo hinh cua chung toi. Viec kinh doanh cua vien nhan bilt ngay la ho cd the tin tudng duqc ngudi lanh
chung toi lien quan din doi ngu tidp thi, va nang luc manh dao hay khong va ngudi lanh dao nghi gi vl hq . Ho bilt
nhait cua chung toi la nlm d doi ngu nhan vien " . duqc dilu nay khong phai qua su tuyen truyln cua bd phan
quan ly nhan su, ma qua hanh dong cua cong ty".
Su lanh dqo djeh thuc

Mot quyht dinh dung din cua ban co thh gay dung gia tri
bln viing, nhu Costco va Mary Kay da minh chiing. ) im Sinegal
minh chung cho long dung cam va nang luc lanh dao khi tu
chdi ha thip hai gia tri cot loi cua Costco la khach hang va
nhan vien - nhlm tang lqi nhuan. Khi ngudi dung diu cong ty
can dam giu vung lap trudng va quan tarn din con ngudi, cMc
chan cd dong cua Costco se duqc lqi hon vl lau dai.
Hai ylu to diu chdt giup Costco thanh cong cung la hai
ylu to kliiln Home Depot vip nga. Robert Nardelli vo tinh
DAM DAN OAU! 193
Chuong 13
HAY DE NHAN VIEN

I V A oi ngueri thudng tin rang cap lanh dao la ngueri phdi biet
PHAT HIEU LENH tat ca moi dim. Khi gap van de kho khan, moi ngudi mud'n dupe
cap lanh dao true tiep huemg d&n each ung pho, xu ly tinh huong.
Hem mica, nhieu ngueri mong muon co mdt nhd lanh dao manh me,
tu tin nam quyen chu dong. The nhung , khi dupe nhieu nhdn vien
trong cdy vd thu dong cha dpi nghe hieu lenh, ngudi lanh dao de
sa vdo b&y mot minh lo toon moi vide. He thong boat ddng tit yeu
se tro nen tri tre , kem hieu qua vi moi ehuyen deu phdi cha dpi sep,
vd khoi chat xdm cua nhdn vien khong dupe phdt huy. Trong nhieu
truemg hop, ngudi lanh dao khdng co du thong tin edn thiet de gidi
quyet. Neu trong truemg hop nay, ban se lam gi ?
Hieu qua nhat la dim vdo kinh nghiem vd kiefn thtic cua cong
su. Hay cho phep nhdn vien tham gia vdo qua trinh ra quyet dinh
de ndng cao tinh than lam vide cua nhdn vien cung nhu giup ban
tiep can vdi nhieu thong tin quygid . Moi ngueri co thi dm ra nhieu
y tudng moi md ban chua nghi ra. Didu thdeh thuc Id tao ra mot
mdi truemg nham khuyen khich tu do trao doi y kiefn vd phan hSi
trung thuc.
Ban co the phdn quyen de ngucri nam vung su vide nhdt giai Ngoai vide nim bit tinh hinh cua cac nha hang, ong cung
quyet. Theo each lam viec truyen thong, nhdn vien bao edo su vide nhan duqc nhiiu gop y cho su phat tiiin cong viic kinh
len cap tren, rdi xem nhu minh da hoan thdnh nhiem vu . Luc nay, doanh. Ong tung bude thay doi, tu viic bo sung thuc don din
giai phdp cua cap tren se khong the hoan hdo vi ho khong co du each quin ly nha hang. Cac y kiin phin hdi khong nhiing
thdng tin edn thiet. Neu nhdn vien 6 tuyen dau co du quyen han tiling thin va trung thuc, mi con co tic dong vi tai chinh. Suy
vd su linh ddng de giai quyet van de ngay tqi ch§, bo may edng ty cho cung, nhin vien la nhiing nguoi gin giii vdi thuc khach
se van hdnh nhanh chong vd hieu qua horn . mdi ngay nhit, va ho biit nhiing gi dang thuc su xiy ra.
Hay de nhan vien tu giai quyet van de Giai cuu Nissan

Roger Berkowitz thanh lap Hoi Khi Carlos Ghosn nim quyin diiu
ddng Co vain cho Chu tich tai hanh Nissan vao nam 1999, cong ty
mang ludi nha hang hii sin Legal dang trin bd vuc phi sin. Suot thap
If it isn’ t fresh , it isn't Legal ! ‘ Seafoods di tiep thu y kiin cua NISSAN nien 1990, Nissan bi thua Id va mit
V.
cac nhan vien tri luong theo gid din thi phin. Luc Carlos mdi nhim
mi khong co cip quin ly can du. Ong chon hai nhan vien chiic, cong ty dang mang mon no
bit ky tu mdi nha hang, dua ho vao phong hop trong do chi khong Id la 19,4 ti USD. Tiin lai mdi
co ong, mot nguoi diiu phoi buoi hop, va mot thu ky ghi nam la1 ti USD, ngoai ra cong ty phii tiiu tdn mot khoin tiin
chep - khong co nguoi quan ly nao. Sau do, ong di nghi ho ding ki di ning cip diy chuyin lip rip di lac hau . Cong ty
dua ra nhiing phin h6i tmng thuc vi tinh hinh cua nha tliiiu tim nhin chiin luqc, khong co y thuc vi tinh cip bach;
hang. Theo quan diim cua Roger: " Nhan vien tri luong theo trong khi diy chuyin lip rap lam viec ue oii, va tinh thin
gio co diim lqi la khong lien quan din hi thong to chuc nhin viin xuong thip hon bao gid hit.
hoic quin ly. Khi khong co mit nguoi quin ly, ho khong Nissan tim ngucri mua lai cong ty, nhung khong ai muon
ngai noi thing moi vin di. Toi di don nhan vai y kiin phin tiip quin nhiing kho khin do. Trong con tuyet vong, cong ty
hdi co gia tri. Co nhiing vin di lam toi lin cin trong nhiiu chip nhan khoin diu tu 5 ti USD cua Renault de doi lai
nam nhung khi noi chuyin vdi ho, toi di tim duqc phuong 36 ,8% co’ phiiu ciia cong ty. Hang chi tao o to Renault co co
an giii quyit " . hoi tao mot bin minh chiin luqc manh va giup Nissan liy lai
kha nang sinh lqi nhuan. De dat hai mile tieu nay, Renault dit chuong trinh nay theo dung muc tidu. Carlos thach thuc
tuydn dung Carlos, ngudi gdc Brazil duoc dao tao tai PMp va cac thanh vidn cac to’ suy nghi phong khoang va dd xuit cu thd
co nhidu kinh nghiem giai cuu nhung cong ty bi nguy khon . lim thd nao mang lai lqi nhuin va cai thien hoat dong san
Ngay tu diu, Carlos d vao tinh thd bit loi vi ong la ngudi xuit - va phai hanh dong nhanh. Carlos ra chi thi: khdng can
nude ngoai, khdng cd miy hy vong gay dugre anh hudng trong trd, khdng e de, khdng gidi han. Sau khi di nhan duoc dd
mot xa hoi IN hat Ban vdn cd truydn thong khep kin. xuit, y kidn va phan hdi tu moi cip trong cong ty, Carlos ydu
Carlos khdng bidt noi tidng Nhat vay ma lai didu hanh mot ciu cac to lidn nganh ra soat lai nhung linh vuc tu trude ddn
trong nhung nha san xuit d to ldn nhit thd gioi ciia Nhat. Ong gid duoc xem li bit kha xim pham.
hidu ring ndu muon thanh cong, bit ky kd hoach nao cung Dua trdn dd xuit ciia cic to’ lidn nganh, Carlos quyet dinh
phai phat sinh tir ngudi trong noi bo. Ong cung tin ring chi tliuc hidn nhung thay doi siu xa trong Nissan, trong do cd
ngudi di lam vide nhidu nim trong cong ty mdi nim bit duoc nhidu giai phap giy phan ting manh me, trong dd cd vide
moi ngoc ngach. Ho thiu hieu cac vin dd nan giai va cd the dd dong ciia vii nha may d Nhat va thao go mang ludi trao doi
xuit giai phap. Carlos noi: "Toi khdng phai di len tir chinh noi co’ phidu vdi cong ty cung ling phu kidn. Nhung bude di nay
bo ciia Nissan. Toi bidt ring ndu cu dung tren cao ma tniydn duoc tidn hanh vdi muc tieu ro rang li giam chi phi diu vio,
lenh xuong se phan tac dung, lam ton hai ddn tinh thin va ning giam no, va tai diu tu vao cac kidu xe cai tidn. Vide cit giam
suit. Nhung ndu toi qua thu dong, cong ty se di xudng mii ". nhin luc con dung cham ddn truydn thong lam vide ciia
Thay vi ap dat " Kd hoach giai cuu Nissan " tuben tren, ong ngudi Nhat, luon mong mudn duoc edng hidn ca doi cho
vin dong nhin vien moi phong ban ciia cong ty cung tham mot cong ty. Cac dd xuit khac lidn quan ddn viec giam tidn
gia. Trong vong mot tuin sau khi nhim chuc, ong lap ra chin no, ban bdt tai san it sinh lqi va uu tidn cho giai phap giup
to’ lidn nginh de giai quydt nhung vin dd ciia cong ty, bao tidt kiem chi phi . Ong cung ning cip bo phan thidt kd vi
gdm mua sim, lip rap, tai chinh, hanh chinh, phat tridn kinh
chidn luqc san xuit, diu tu manh vao cac kieu xe mdi nhim
doanh, tidp thi, thanh ly thidt bi, quan tri, va to chuc. Dd phat thu hut khach hing.
huy tinh thin hop tac trong toan cong ty, ong chi dinh nhin Kdt qua ciia " Kd hoach giai cuu Nissan " dat hidu qua
vien cip dudi lam viec trong cac to’ lidn nginh chu khdng chi nhanh chong. Trong vong 12 thing, Nissan tao bude ngoat va
cd cac nha quan ly cao cip. sinh ldi trd lai. Trong vong 2 nam, tir muc Id 5, 7 ti USD cong
To’ trudng la nhin vidn cip trung, duoc giao trach nhidm ty dat muc lqi nhuan ky luc 2,98 ti USD. Chii tich Hoi dong
chii tri cac cuoc hop, soan thao chuong trinh nghi su, va din quan tri Hiroshi Okuda ciia Toyota noi: " Mot lanh dao ngudi
Nhat kho quydt dinh nhung giai phap manh bao nhu the. Co Khi Rich Teerlink nhan chuc giam doc diiu hanh vao nam
le Carlos Ghosn thuan loi vi ong khong co moi rang buoc nao 1988, ong lo ngai minli khong the’ truyin daty thuc khan cip
vdi cac tap doan cong ty" . va tinh thin cong ddng di duy tri lqi thi canh tranh trong
Di £u nay co thl dung. Nhung con mot dihu nua cung thdi gian dai khi rna moi de doa sdng con da qua di. Trong
quan trong khong kem la Nissan se khong the tao ra nhung con khon kho, nhan vien diu chip nhan moi viec de cuu
chuyin bien manh me nhu thi neu Carlos khong biit huy nguy cho cong ty. Nhung khi cong ty da co nhung bude tiin
dong su tham gia cua nhan vien d moi cap vao qua trinh ra vung chic, Rich so moi ngudi se trd nen tu man. Lam thi nao
quyit dinh. Carlos la ngudi da nhin ra sue manh cua tap the di dong vien nhan vien tiip tuc hop tac vdi nhau mot khi
va biet liy sue manh do lam dihm tua de di len . khong con gi nguy cip ? Them nua, cong doan dang di ra yeu
sach. Rich nglii each tot nhit la nen thuyit phuc cong doan va
cip lanh dao cong ty thong cam nhau hon va cung chung
Su trg lqi -
cua Harley Davidson tiing noi.
Khong ap dung each chi dao tu tren xuong nhu trong giai
Vao diu thap nien 1980, chinh co ciu doan khung hoang, Rich mong muon moi ngudi nhan biet
chi huy tu tren xuong da giiip vuc day trach nhiem doi vdi Harley-Davidson di cai thien va tang
Harley- Davidson dang din tuot doc.
I HARLEY-DAVIDSON I Luc nay, Harley-Davidson dang phai
trudng. Di lam duqc viec nay, Rich tuyin dung Lee Ozley,
mot tu vin quan tri vdi nhiiu kinh nghiem vi to’ chuc kinh
chiu sue ep tu cac doi thii Nhat Ban doanh. Ca hai tin tudng ring su tham gia cua nhan vien gop
san xuit mo to co chit luqng cao vdi phin rit ldn cho su thanh cong. Rich giai thich: "Toi tin ring
gia thanh ha, cong vdi mon no khong 16 vin chua tra duqc. con ngudi la lqi diim bin vung duy nhit ma chung toi co
Di tdn tai, cong ty da cit han 40% ngudn nhan luc, va nhung duqc. Cip lanh dao cin tim ra each giiip moi ngudi thuc su
ngudi con lai diu phai chip nhan giam luong hoac ngung nhan biit sue manh cua ho. Toi muon tao ra mot mdi trudng
tang luong. Khi cip lanh dao giai trinh so’ lei toan cho nhan lam viec vi con ngudi " .
vien xem, moi ngudi deu thiy duqc tinh tlii cip bach va
Bit cu qua trinh chuyin doi lau dai nao cung diu bit diu
chung long vuc day Harley-Davidson. Nhung giai phap quyit
bing viec xac dinh tim nhin tuong lai. Rich va Lee tap hop 80
list cung vdi dong co va day chuyin lip rap mdi da giiip cong
nhan vien quan tri tu moi cip trong mot hoi nghi keo dai 3
ty din hdi sinli.
ngay, co them 130 cip lanh dao nghiep doan va cac phong
ban. Mpi ngudi bit diu budi hop bing viec xac dinh nhung ho trp cho qua trinh chuyin doi. Diiu nay cho mpi ngudi co
gia tri ciia cong ty, nhung van dd cin giai quydt, va ai la doi hoi nhan biit nhung gi dang xay ra, vi tri ciia ho d diu, va vai
tuqng dupe phuc vu. Sau khi da phat trien dupe ccr ciu diu tro dong gop ciia ho trong nhung quyit dinh " .
tien, ho thao luin va tranh cai vd " quan diem ly tudng " ciia
Harley-Davidson trong tuong lai .
Khoi dau moi
Mac du rit nd luc di theo chidu hudng mdi, viec thay doi
tap quan va loi suy nghi da liinh thanh nhidu nam khong Vao nim 1993, Harley-Davidson tao mot su chuyin doi
phai la dd dang. Cong doan luc diu nghi ngd qua trinh nay la co tinh each mang nhit: xoa bo ban be va cip bac chi huy.
mot chidu thuc di qua mat ho. Nhin vien von vin quen chd Thay vi co nhung bp phan trnyin thong nhu san xuit, tiip thi,
dpi menh lenh tu cip tien thay vi chiu trach nhiem va tu ki toan va hd trp khach hang, Harley-Davidson dupe tai co
minh dua ra quyit dinh trong linh vuc cua ho. ciu thanh ba " nhom cong tac theo tu nhien ': tao nhu ciu,
1
Qua trinh chuyin doi cin kien nhin, gin bo, va trao doi chi tao san phim, va cung ung hd trp. Cong ty cring bai bo
thudng xuyen vdi nhau. Sau cac budi hoi hop ben ngoai cong cac chuc danh pho chii rich von thudng lam viec nhu la
ty, tung nhom hai ngudi - mot ciia cip quan tri va mot ciia nhung su quin ludn mudn bao ve linh dia ciia minh. Thay
cong ty - toa di khip cac phong ban di tiip xiic vdi tung vao do, mdi bo phan bao gdm 8 hoic 9 nha quan ly, vdi mot
" co vin " hudng din ( nhung khong chi dao ). Bo phan chi tao
nhom nho nhan vien. Rich va Tom Patterson, Chii tich ciia
Harley-Davidson, gap gd tuin tu 50 nhom vdi 40 nhan vien san phim phu trach ky thuat va san xuit; bo phan tao nhu
mdi nhom dd thong bao vi muc tieu mdi ciia cong ty, va keu ciu dam nhiem ban hang va tiip thi, va bo phan cung ring hd
goi su dong gop y lain ciia mpi ngudi. Ho cung gap gd 100 trp lo vi nhan su, tai chinh va luat.
nha lanh dao cong doan di thao luan vi qua trinh kinh Kit noi vdi tit ca la Nhom Linh dao Chuc nang, gdm 6
doanh, va cong doan dip nhan thong diep di thong bao lai nha quan ly do cac bo phin biu . Nhom Linh dao Chuc ning
cho mang ludi ban le, nha cung ring phu tung va cac nha diu cung voi Chii rich tao thanh Hoi ddng Linh dao va Chiin lupc
tu. Tiip tuc cung co thong diep, Harley-Davidson soan thao di giai quyit cac vin di liin quan din mpi bo phan, ki ca vide
tai lieu dao tao cho cac di tai dni chot: cac gia tri, cac vin di, lip ngin sach, soan thao chiin lupc, va chinh sach nhin viin.
cac bin lien quan, va tim nhin. Y tudng cua vide tai co ciu siu xa nay la tap hop nhung
Rich noi: " Chungtoi phai kien nhin di thuc hien nhung phong ban khac nhau trong cong ty di cung lam viec, cung
gi di tuyen bo Ngoai ra, chiing toi con thiet lap co ciu nhim
. chia se thong tin va y tudng vi lpi ich chung. N hung ngudi da
tung di dat y kiin dieo cac cap bac chi huy duqc khuyin xuit va hai tlianh viin cong doan. Uy ban chon thanh pho
khich lam viec true tiip vdi ngudi co lien quan de giai quyit Kansas la noi xiy nha may mdi, va lap tuc kiu goi nhin viin
nhanh. Nhan vien co quyin quyit dinh ngay trong bo phan tham gia vao qua trinh hoach dinh. Tung nhom nhin viin tra
ciia ho. Cac nha lanh dao lixe txude giu vi tri chi huy va Idim luong theo gid lam viic vdi cac ky su di thiit ki toan bo quy
soat theo cung each truyin thong gib trd thanh " diiu phoi trinh san xuit ma khong cd cip trin giam sat. Vai sang kiin
vien " va " hudng din vien " . ciia ho trong dip nay cung duqc ap dung cho cac nha may
Trong he thong cu, niu mot cong nhan phat hien phu khac d Wisconsin va Pennsylvania.
lung ciia mot nha cung ung co vin di, anh ta se bao cho quan Vai ngudi chi trich phuong thuc nay, cho ring viec thiit
doc cua minh, quan doc se bao len trudng phong, rdi trudng ki quy trinh san xuit cd tim quan trong dac biet, khong nin
phong lai bao len giam doc san xuit. Giam doc san xuit se di cho nhin viin cip dudi can du vao. Harley-Davidson lai
lam viec vdi giam doc bo phan cung ting, va vi nay se chuyin cho ring chinh vi tim quan trong nhu thi nin mdi cin cd y
vu viec xuong cip dudi de’ noi chuyin vdi nha cung ung. He kiin cua nhin viin cip dudi. Ai cd thi thiit ki tot hon ngoai
thong mdi doi hoi mqi nhan vien nhan lanh trach nhiem, nhung ngudi se true dip lam viic trong quy trinh ?
cong nhan phat hien phu tung co vin di se lip tuc nhac dien Harley-Davidson con tiin thim mot bude. Khi giam doc
tlioai noi chuyen true tiip vdi nha cung ung phu tung do. diiu hanh Jeff Bleustein ciia Harley-Davidson phat biiu trong
Kit qua that kinh ngac. Trong klii ngudi ta dio ring My dai hoi co’ dong thudng niin, hai Chu tich ciia hai nghiip
khong con kha nang canh tranh trong hnh vuc chi tao mo to, doan chuyin mon cung lin diin dan di thao luan vi su cong
Harley-Davidson da vuon lin, dat doanh thu va lqi nhuan tac trong Harley-Davidson .
cao ky luc trong 18 nim liin tiip. Dai diin cip cao ciia mot nghiip doan giai thich: " Day la
quan hi cong tac dung nghia, trong do chiing toi cung nhau dua
Quan diem moi ve tinh than dong dpi ra nhung quyit dinh chung cho cong ty. Cong nhan cua Harley-
Davidson ra quyit dinh tii cip co so. Ho giiip cong ty cd lqi
Giiiathap niin 1990, Harley-Davidson gip kho khan mdi, nhuan va dong thdi cong an viec lam ciia ho duqc dam bao...
kha nang san xuit mo to khong dap ung du nhu ciu cua thi Niu cong doan va cong ty trong nganli chi tao - hoac trong bit
trudng. Thay vi md mot nha may mdi, tuyin dung cong nhan cu nganli nao - mudn tdn tai trong nin kinh ti toan cau nay, cin
khong thuoc liin doan, Harley-Davidson lai di cu mot uy ban phai thoat ra khoi Idp vo boc cd huu va lam viic theo xu hudng
gdm ba ngudi di chon dia diim - mot nhan viin quan tri san mdi. Chiing ta khong thi lam theo each cu mai duqc" .
Nhu Rich giai thich, khong co nha lanh dao nao du thong cln phai sidt chat quy trinli san xult, thay vi ap dat giai phap
minli de quy dinh moi Id luat, thidt lap moi chi tidu, va du tu tren xudng, ong ap dung mot phuong thuc moi: Do hoi co
bao moi tinh hudng. Ndu ban co sue, nhan vidn se di theo tinh xay dung ( AI - Appreciative Inquiry ). Phuong thuc nay duqc
ban mot each mu quang. Ong giai thich: " Ai ciing rnudn hoan phat tridn bdi Giao su David Cooperrider d Trudng Quan tri
tit tot dep cong viec cua minh. Khi ho khong lam duqc, co le Weatherhead ciia Dai hoc Case Western Reserve, bang
do la do moi trudng lam viec. Cach chi huy tu tren xudng va Cleveland. Y tudng co ban cua phuong thuc AI la phat huy
moi trudng qua khlt khe se han chd su sang tao va cam kdt didm manh, thay vi tim each siia chua diem ydu. AI dua tren
cua nhan vien. Trong vai tro mot nha lanh dao, toi nghi each dat cau hoi cd tinh xay dung trong tinh thin danh gia cao
chung ta nen chia se quydn han cua minh " . thanh qua ciia ca nhan, tu do phat huy them thanh qua moi.
Phuong thuc nay da duqc ap dung thanh cong d mot so cong
ty, to’ chiic qude td, co quan nha nude, kd ca gidi quan su ( nhu
Hai quan My va Bo Qudc phong Canada).
O Green Mountain Coffee Roasters, Bob Stiller thly ring
phuong thuc quan tri tu tren xudng cd the didu hanh duqc td
chiic, nhung khong kich thich tinh sang tao va dong luc lam
/ - viec cua nhan vidn. Ap dung phuong thuc Ai, cong ty phat
dong chidn dich "Thach thuc 25 cent " vdi muc tieu ha gia
thanh 25 cent cho mdi pound ( 0,45 kg) ca phd, qua do giam
chi phi duqc 7%. Nhan vidn ndng nhidt dap ung, dd xult
thdm nhidu y tudng nhlm dat muc tidu. Bob giai thich:
Higu qua cua su danh gia cao "Trong thd thao, ngudi ta khong bao gid nhin vao nhung so
sot. Ndu ban di danh gon ma noi "Toi khong muon danh qua
Khi cong ty kinh doanh ca phe Green gon vao bui ram," thi qua gon se roi vao bui ram. Ban nen
Mountain Coffee Roasters dang trai qua luon xay dung nang luc dua theo suy nghi tich cue va theo
GREEN
M UNIAIN giai doan tang trudng quan trong, Bob muc tidu ban muon hudng ddn “ .
iUIAI Stiller nhan ra ring chi phi cung tang ti Sau khi chidn dich "Thach thuc 25 cent " thanh cong,
Id thuan vdi doanh thu. Bidt ring minh Green Mountain Coffee Roasters ap dung phuong thuc AI nay
mot hoac hai lin mdi nam vdi mot chu da mdi. Lin nao ciing Davidson. Cong nhan d day da quen vdi thai do phan biet
vty, nhan vien dugc khuyin khich dong gop y tudng de cii " chiing ta va hg " , va luon chb dgi cac quyat djnh tii tran
thien cong ty. Dua tren y kian ciia mot nhan vien, cong ty da xudng. ihay ddi nhung quan niem nay cin co thdi gian va
cong tac vdi Newman Own, va su cong tac nay giup san phim lian tuc ciing co phuong thiic mdi. Harley-Davidson vugt qua
cua cong ty tham nhap vao mot so mang ludi ban le ma cong tlianh kian cho ring mb to ciia My khong tha canh tranh lai
ty da tung that bai trong nhiau nam co gang. vdi nude ngoai, cudi cung dat lgi nhuan d muc ky luc trong
18 nam liin.
Cac cong ty khac cung ap dung cung phuong thuc AI de
tao chuyin biin tot. O cong ty van chuyin Roadway Express, Roger Berkowitz d Legal Seafoods tiap thu y kiin va phan
mot nhom tai xi dong gop 12 y tudng da giam chi phi va tao hdi ciia nhan vian tra luong theo gid da cai tiin.
them thu nhap. Nhan vien d trung tarn phan phoi Akron Bob Stiller ap dung phuong thiic do hdi co tinh xay dung
nhan xet ring mot so xe tai nap nhien lieu qua muc cin thiit d Green Mountain Coffee Roasters da’ khai thac sang kian va
khien chi phi van chuyin bi tang cao. Y kian nay giup cong ty nang luc ciia nhan vian khi dat trgng tarn vao su chuyen bian
tiit kiam dugc 118 ngan USD mdi nam. theo hudng tich cue. Gidng nhu Roger, Bob nhan ra ring
David Cooperrider noi: “ Nhan vian d mgi cip diu mong nhung ngudi gin giii nhit vdi khach hang mdi ngay co rit
muon co co hoi d£ dong gop y kian ". nhiau y tudng cai tiin co gia tri.
Dua nhan vian vao vi tri nim quyin chii dong khong phai
la cong viec co the thuc hien trong mot sdm mot chiau. Ban
Hay de nhan vien tu ra quyet djnh khong nan trong chb su ddng long dap ling cua mgi ngudi khi
ban ho lan mot hieu lenh. Se co phin ling chong ddi ciia mot
Khi Carlos Ghosn lap cac to d Nissan da giai quyat con
so nha quan ly vi diiu nay lam suy giam quyin han ciia hg.
khung hoang, nhiau ngudi to thai do ngai ngin. Trudc do hg
Vai nhan vian cip dudi ngin ngai diing lan phat biau, bdi hg
chua tiing dugc hoi y kian, nan bay gib khong biat phai dap
khong tin tudng lim vao thanh y ciia cip lanh dao, hoac co
ung ra sao. Phai cin nhiau nd luc da vugt qua thoi quen cii,
khi khong ro cin lam gi hoac lam nhu the nao.
nhung cuoi cung, kat qua that dang ldnh ngac. Tu bd vuc pha
san, Nissan da troi day da trd thanh mot trong nhung cong ty Ban ndn tao ra mot co ciu khuyin khich nhan vian nhan
o to hang diu tha gidi vdi con so lgi nhuaui kho’ng Id. trach nhiem no luc khong ngung da hg tham gia tich cue. Ban
Rich Teerlink ciing gap vin da tuong tu d Harley-
sa tao thanh qua ma ban khong bao gid mo din trudc do.
208 DARE TO LEAD!
Du ap dung phuong phap nao, nguyen tic bao gid cung

ro rang: co ciu cu chi huy tu tren xuong khong con hop
thdi nua . Nguoi lanh dao nao tu co lap minh khoi y ki £n
phan hdi tu cip co so chi co thl dua ra nhung quyet dinh
khong hoan hao, hoac tham chi tai hai . Tao cho nhan vien
Chuong 14
mot vai tro chu y&u trong quy trinh hoat dong se giiip moi
nguoi cung nhau tien vk mot hudng.
CIUP NHA PHAN P OI

TIEU THU SAN PHAM ^
c
Tim den nhu cau khdeh hang

Khi Lou Pritchett nhan chuc Chu tich cua Philippines
Manufacturing Company ( PMC), thi cong ty con cua Procter
Gamble nay dang tren bo vuc pha san. Du nguai dan 6
Philippines thich dung xa phong Safeguard va Camay, nhung
hai nhan hieu nay vin co doanh thu thua xa cac d6i thii.
Cdng ty dang mang ncr vi doanh thu tri tre.
oanh thu la thudc do cho moi hoat dong kinh doanh. Khi Lou nhanh chong nhan thaiy 100% n6 luc cua cdng ty
doanh thu tang, moi ngudi diu dupe hudng loi . Vi vay, le tu nhien trong thap nien trude chi dd gia tang san xuit. Moi ngudi
Id viic tang doanh thu tro thdnh muc deu chinh cua moi cong ty, ddu duoc thudng dua nen so luqng xa phong ho ban cho
su khac biet chu you ndm 6 muc do . Nhung cdng ty khdn ngoan se dai ly phan phdi va cua hang ban le, nhung cdng ty khdng
dm each giup nha phan pho'i co them thu nhdp, thay vi dm each cd dong thai nao de giup he diong phan phdi dua san phim
ban them sdn phdm cua tninh trong giai doan trude mat . den ngudi tieu dung. Khi han ngach ban hang tang len, bo
phan ban hang cua PMC cang thuc day ngudi phan phoi va
Nha sdn xudt thudng co thoi quen giao hang thdt nhiiu cho
cua hang ban le mua them - ngay ca khi hang tdn kho dang
diem ban le , ngay cd luc khdng the deu thu kip . Cdng giao duqc
day ap.
nhieu hang , nhdn vien ciing nhu cap lanh dao trong cdng ty deu
vui mung . Nhung ho quin rang ho dang lam nay sinh nhiiu kho I'd hon nua, kho hang cua nha phan phdi khdng trang bi
khdn trong tuemg lai khi he thong ban le bi day u hang . Hang tdn may didu hoa khdng khi, nen nhidt do ben trong cd thd ldn
kho neu khdng hu hong ( nhu thuc phdm ) thi cung tro nen I 3i thoi den 60"C. Vi lam tu diu dua, ndn xa phong dd bi phan huy va
vi kieu dang hoac tinh ndng . Dieu nay dAn tdi tinh trang nguon cd mui hoi sau vai tiling tru trong kho. Hang tdn kho cang
cung phdp phiu - luc u dong , luc khan hiem - vd chi lam thiet hqi nhidu thi vide tidu thu cang kho khan, nhung PMC van co ban
cho phia sdn xudt . them, bang each uu dai va giam gia khidn cho hang tdn kho
ngay cang nhidu them.
Tap mdt bdu khdng khi dn cdy vdi khdeh hang se co gid tri vi
lau ddi du doanh thu co the thdp hon trong giai doqn trude mdt . Nim ro tinh hinh, ngay lap tuc Lou dua ra thong bao
rlhay vi thuc ip khach hang mua thim, se hiiu qua hon khi ban dm ngung ban ra xa phong. Ong ydu ciu bo phan ban hang
each giup mqng ludi phdn phdi cua minh ban hang thdnh cdng hon . khdng nhan ban cho khach hang nao con tru Safeguard hoac
Camay dii tieu thu tren 4 tuin. Diiu di hiiu la nam do doanh
thu ciia PMC bi hut 40% so vdi chi tiiu.
Thay doi cung each kinh doanh a eMachines
Sau khi hang ton kho da tieu thu hit cong ty bat diu tung Khi tiip nhan diiu hanh eMachines, Wayne lnouye tiin
hang mdi ban ra trd lai. Doanh thu tang nlianh chong, va hanh thay doi dich vu h6 trq khach hang va ngung viec cung
trong vong 18 thing, Safeguard va Camay tro thanh thuong ling may tinh cai dat sin vdi phin mim ldiong tuong thich.
hieu ban chay thu nhat va thu hai tai Philippines, Luqng hang D6 ng thoi, ong cung thay doi luon each thuc eMachines lam
ban ra va lpi nhuan dat muc ky luc da keo theo nhung loi ich an vdi cua hang ban le. Vi da co kinh nghiem diiu hanh ban
true tiCp khac. Hang ton kho thip hon trude, du bao vi doanh hang nen ong hiiu ro each thuc kinh doanh doi vdi mat hang
thu chinh xac hon, tiin vay ngan hang giam. Va, di nhien, may tinh va dien tii.
tinh thin nhan vien ton cao. Trude khi Wayne din, eMachines hanh dong rit chu quan
khi suy doan khach hang cin gi roi giii san phim di va tin
Hay can than ve each dai ngo ring san phim se duqc tieu thu. Vi duqc dam bao vi gia ca va
diiu kien giao hang co loi, nen cac ciia hang ban le phai nhan
Thay vi ban cang nhiiu cang tot cho cac he thong phan bit cu mon gi eMachines giao cho ho, sau do gui tra lai mon
phoi va ciia hang ban le, Lou cuu van PMC bang each chuyin khong tieu thu duqc. Doanh thu tonxuong khong on dinh, va
qua ban quay vong: chi cung ung san phim theo nhu ciu cua eMachines thiet hai nang ni khi so luqng may vi tinh bi
khach hang va klia nang cua nha phan phoi. PMC thoat khoi khach hang tra lai ngay cang nhiiu.
tu duy " Ban hang bang moi gia " . Wayne biit ciia hang ban le khong thi cai dat theo ciu
Nhu Lou giai thich, yiu to diu tien phai xet qua dt? tim hinh khach hang mong muon. Vdi nhiiu to’ hop ciia cac ciu
nguy£n nhan cua van di la che do thudng trong noi bo cong hinh tu bo nhd din the dd hoa, the am thanh va o’ DVD...,
ty. Lou noi: " Niu phan tich ky, ban se thiy nhiiu cong ty ciia hang ban le cung khong thi du doan nhu ciu khach hang
thudng cho nhan vien cua ho vi nhung hanh dong lam cho linh kien va ciu hinh. Ngoai ra, ho khong Idem soat duqc
phuong hai din cong ty, ma ho lai cho do la kit qua xuit sic. ngudn cung ung, nen niu biit rd yeu ciu ciia khach hang, ho
Neu khach hang chi tieu thu duqc 100 ma ban cho din 125 vin khong thi dap ling. Trong khi dd, nha san xuit may vi
nhu PMC trude day, co nghia la ban khong biit duqc nhu ciu tinh la ngudi quyit dinh san xuit nhung san phim va hy vong
ciia khadi hang cung nhu chi phi ho
| c diiu kien luu kho cua khach hang se mua san phim ciia ho.
nha phan phbi ."
Khong mubn duy tri mo hinh kinh doanh kem hieu qua, sin sang tra bao nhieu cho tliiit bi do. Moi tuin, eMachines
Wayne thay doi tit ca. Trade hit, ongxoa bo quy chi dam bao phan rich mot khoi luqng so lieu khong 16 di quyit dinh khi
vi gia va quan binh ngudn hang, nen luc diu he thong cua nao tung ra may vi tinh mdi va bao g6 m thiit bi nao trong
hang ban le cam thiy bit man. Ong nhd cac quan doc san m6i ciu hinh.
xuit 6 eMachines phan tich so lieu ban hang di xem khach Khi cua hang ban le thiy ring he thong mdi cai tiin co
hang dang mua nhung ciu hinh nao. Cac so lieu nay chi din hieu qua va tang doanh thu, ho ddng y tham gia. Ho duqc lqi
chinh xac hon vi nhu ciu cua khach hang, va Wayne chia se nhd tang doanh thu va khong phai ton kem chi phi luu kho
cac so lieu nay vdi cua hang ban le. ho4c tra lai san pham khong ban duqc. Va di nhien
eMachines ciing duqc hudng lqi tuong tu.
Di tim gia trj '
lorn lai, cliiin luqc du bao nhu ciu cua khach hang - dua
theo phuong phap thong ke ban hang thuc su va chia se
Chia khoa di minh cluing cho cac giai phap la mot he thong tin vdi cua hang ban le - la chia khoa cho su phuc hdi
thong ma Wayne goi la " Cong thuc Gia tri " . Trade day, ong co cua eMachines. Tri mot cong ty dang thua 16 200 trieu USD
the nlian ra xu hudng cua moi thiit bi ngoai vi va theo do laLp mdi nam va bi gat ra khoi NASDAQ, sau khi Wayne nim
nen ciu hinh cua may vi tinh. O eMachines, ong lam nguqc lai: quyin, cong ty da co lqi nhuan trong tarn quy lien tiip.
" Cong thiic Gia tri " cho phep eMachines tinh toan gia thanh
eMachines da vuqt qua Gateway va vuon len thanh nha san
cua ciu hinil, rdi xem qua cac ciu hinh khac dua tren con so xuit may vi tinh dung hang thu 3 d My. Sau nay, khi Gateway
tliong ke ban hang thuc su. Ching han, co luc tai cua hang ban mua lai eMachines, Wayne duqc giri lai lam giam doc diiu
le khach hang duqc khuyin mai bo them 30 USD de tang bo hanh c6 ng ty hop nhit.
nhd, nhung gia thanh cua nha chi tao len den 32 USD. Du nha
san xuit chip nhan 16, nhung khach hang lai khong danh gia
cao vi viec co them bo nhd do, ma lai mudn co 6 d!a DVD hoac
d’ dia ciing dung luqng ldn hem. Kho ma du doan nhung y
Nhin khach hang ff got do khac
muon nhu thi, va viec cung cip nhung mdn khach hang khong Sau 10 nam co mat tren tliuong trudng, nha san xuit hang
quan tarn vua tang chi phi vira khong tao them gia tri. da Brighton Collectibles vdi nhiiu cua hang ban le khip nude
Khi dua ra sd lieu minh bach, eMachines cho cua hang My chi dat thanh cong nhit dinh. Bit chip moi no luc, doanh
ban le thiy thiit bi nao duqc ua chuong nhit va khach hang so ciing chua thi vuqt nguong 10 trieu USD. Khi thiy Jerry
Kohl tu choi giao san pham cho trung tarn bach hoa mi chi Vide diu tien la Jerry giup nha phan phoi cai thien each
chii trong ddn ciia hang nho, nhidu ngudi cong khai to y ban didu hanh. Vi trdn thi trudng liic dd chua co phln mdm vi
khoan vd tuong lai ciia cong ty. tinh nao nen Jerry phai tu may mb roi soan mot chuong trinh
Sau khi da tham du mot khoa dao tao d Truong Kinh theo doi doanh thu ban hang, sau dd hop luc vdi mot lap
doanh Harvard danh cho ngudi quan ly, Jerry tao hai thay doi trinh vien dd hoan thien chuong trinh nay. Muc dich ciia ong
trong each thuc hoat dong cua cong ty. Nam sau, lin dlu tien la tang doanh thu ciia cong ty qua viec giiip ciia hang hoat
Brighton Collectibles vuort qua dugc ngubng khong chd: dat dong nang suit hon .
doanh so 10,8 tridu USD. Nam tidp theo: 15 tridu USD, nam Cho ddn liic nay, cac ciia hang dat mua san pham chii ydu
kdtidp: 20 tridu USD . Doanh so tangdin vadat 160 trieu USD dua vao cam tinh. Con cac nha san xuit giao hang cho cac
vao nam 2003. Cong ty vin duqc didu hanh bdi ban quan ly nha phan phdi hoac ban si dua trdn quydt dinh ciia ngudi tieu
cu, va vin giao san pham cho cung cac ciia hang nhu xua. thu mudn mua mon gi. Vi du, ndu nha san xuit gidi thidu 3
Cong ty khong giii san phlm cho mang ludi ban le ldn, va Jdeu day that lung mdi, chii ciia hang co the dat mua 10 chide
khong ban cho khach hang ldn nao. Ngay ca chidn dich day that lung cho mdi kidu. Khi ddn ky dat hang lin sau, hq
quang cao cung khong co. Nhu Jerry giai thich, bude dot pha se dat mua dung so da ban ra dd bu vao so ton kho, nen hq
la do each thuc lam vide vdi khach hang. vin co 10 chide day that lung cho mdi Jdeu.
Giup doi tdc co Ipi nhuan Cung ban vai nha phan phoi
Thay vi co thuc day ciia hang ban le mua vao, Jerry chuydn Jerry thay doi hoan toan cung each nay. Brighton
qua each hd trq dd ho ban ra. Su khac bidt cot loi nay thay doi Collectibles co 100 nhan vidn tidp thi lam vide toan thdi gian,
tinh each trong mdi quan he ciia ho. Jerry bidt ring ndu mudn mdi ngay thay nhau di ddn cac ciia hang. Khi nhan vidn tidp
tang trudng, cong ty phai tao duqc su khac bidt vdi nhiing nha tlii ciia Brighton Collectibles ddn tham mot ciia hang, hq se
san xu&t hang da khac. Khi thay doi cung each didu hanh, ong xem so luqng hang tdn kho. Vi duqc trang bi may vi tinh xach
bidn cong ty thanh doi tac ma hang tram ciia hang khap nude tay va bang kd so luqng ban ra trude day theo tung loai hang,
My cam thay khong thd thieu duqc. Ong da tao ra dich vu mlu ma va mau sic, nhan vidn co thd trinh bay so lidu cu thd
khach hang va mdi quan hd tuyet vdi ma nha phan phoi cua cho ciia hang xem va dd xult se giao loai hang nao trong dot
ong khong thd tim thiy d noi khac. kd tidp. Vi du, ndu day that lung mau nau ban chay hon loai
mau den, dot dip theo se giao them loai mau nau. Nhan vien
tidp thi con co thd chi ra sd luqng mdi loai ma ciia hang tieu
Tiepthuconq nqhe cao
thu duqc trong cung ky nam trade, hoac cac loai san pham Trq giup cho doi tac ciia ban co
ban chay nhait <5 cac ciia hang khac trong vung. Bang each nay, them nang suit la phuong thiic huu
cong ty giup cac ciia hang dat hang mot each linh dong va hidu hiu nhu trong moi linh vuc.
hieu qua hon va d!nhien, qua do, doanh thu se tang dang kd. Hang bia Anheuser-Busch lap thdm
ANHEUSER- BUSCH
Nha su hd trq nay, nhidu ciia hang tu vi tri bi bo quen da di mang BudNEi' dd cung cip sd lieu
ldn thanh mot trong nhiing ciia hang co lqi nhuan cao nhit. chi tidt duqc cap nhat tiing phut vd luqng hang ban ra, tdn
Jerry giai thich, phin ldn chii ciia hang chua duqc dao tao kho va bieu thi kdt qua d hang ngan ciia hang khap nude My
bai ban vd kinh doanh. Ho khong chuydn nghiep trong viec nhim giup nha phan phoi hoat dong nang suit hon va tang
quin ly dong tidn, du bao, hoac su xoay vong hang tdn kho. doanh thu, tuong tu nhu each Wayne Inouye du bao nhu ciu
" Muc tieu uu tien ciia chiing toi la dam bao ho khong phai d eMachines va Jerry Kohl ho trq dio ciia hang ciia Brighton
mua qua muc. N &u mua qua muc, ho se khong con tidn, hang Collectibles.
se u dong va ca hai ben ddu se khong duqc lqi gi . " Ngudi tao nen bude dot pha nay ciia Anheuser-Busch chinh
Thay doi thu hai xay ra d van phong cong ty. Thay cho la Chii tich Hoi dong quan tri August Busch 111. Sau khi
mot don vi phu trach dich vu khach hang, don vi khac lo kd nhan chuc, ong quydt tarn thay ddi tat ca, quydt tam dua
toan..., Jerry do bo biic tudng ngan each, cii ngudi phu trach cong ty di diu trong vide sir dung cong nghd cao de theo ddi
moi vide cin thidt dd toan tarn cham soc mot ciia hang rieng tlioi quen ciia khach hang. Trade day, sau mdi chuydn di
biet. M6i khi mot ciia hang goi ddn du vd vide gi: dat mua tliam khach hang, nhan vien tidp thi trd vd vdi ca chdng hoa
hang, thanh toan tidn hoac giai quydt vudng mac, ho ddu noi dan, rdi nhap so lieu d may vi tinh dat tai vin phong. Gid
chuyfm vdi cung mot trong hai nguoi phu trach ciia hang dd . day vdi BudNEi', nhan vien tidp thi kidm tra hang tdn kho,
O Brighton Collectibles, thanh cong ciia doi tac, ciia nha nhap so lieu vao may tinh xach tay rdi chuydn qua dudng
phan phoi chinh la thanh cong ciia cong ty. dien thoai Ichong day tai did vd trung tam xii ly so lieu . Ciia
hang ban le cung khong con phai lo dat hang nua. BudNEi’
cho phep tai xd di giao hang d noi nao co luqng hang tdn
kho con it, va cung ling chiing loai bia tuy theo thi hieu d
mdi viing.
BudNET da giup Anheuser-Busch vuqt qua thdi ky kho sang cho khach hang su dung. Nextel chiu moi trach nhiem
khan. Khi toan nganh cong nghiep bia bi giam 1,6%, luqng vi kich hoat, lip trinh, va giao hang.
bia cua Anheuser-Busch tang 1,2%, chidm giu 50% thi phin. Cach lam nay khong nhung hoan toan loai bo moi quy
trinh phuc tap trude kia ma con tao thuan lqi cho cua hang
ban le vi ho khong phai lam cac thao tac phuc tap nhu trude.
Tinh don gian Cac dai ly va nha phan phoi khong con phai lo tni hang d moi
dia diim, nen bdt duqc khoan chi phi ldn trong hoat dong.
Nextel ap dung nhung nguyen tic
Ray Rodriguez, Chu tich va giam doc diiu hanh cua
NEXTEL II
tUang tXf 110118 ngknh c6ng nghi?P
khong day khi chan chinh mang Northstar Wireless, nha phan phoi chinh ciia Nextel, da noi:
TOGETHER WITH SPRINT I ludi phan phoi va giup doi tac ban le " Hd thong nay that ky dieu. Chi phi luu kho cua chung toi
lam an dd dang horn. Trong khi cac tliap di hln, va moi dai ly diu duqc hudng lqi " .
cong ty dien thoai di dong khac xay dung quy trinh cai dat da
dang qua vo tuydn, thi dien thoai cua Nextel co phin phuc tap
va cham chap hon vi cho thuc hien dich vu goi nhom qua chuc Giup do doi tac la giup do chinh ban
nang noi kit true hip. Mac du da dao tao cho doi tac, viec kich
hoat vin chaim chap va phuc tap. Hon nua, dai ly va nha phan Nhu Lou Pritchett da nhan ra, PMC co the giao hang
phoi cua Nextel gap phai cung vudng mic nhu nha ban le khi that nhidu, nhung lam nhu the tit ca cac ben ddu bi thiet.
kliong thi du bao chinh xac so thich va nhu ciu eda khach Bing each cho ngung toan bo hoat dong, Lou da giai phong
hang di tru hang trong kho. hang tdn kho va bit diu lai moi thii, chi cung cip cho nha
phan phoi va cua hang ban le luqng hang vua du. Lou da cu
Nextel giai quyit tit ca vudng mic tren cung mot luc bang xu vdi cac doi tac nhu doi tac dung nghia chu khong buqc
each thay doi quy trinh phin phoi di hd trq cho doi tac. Thay
ho phai tich tru diy hang cua cong ty. Nhd vay, sau mot
vi mua dien thoai trude va kich hoat dien thoai nay khi khach thdi gian ap dung each thuc nay, doanh thu cua cong ty da
hang dat mua, Nextel nghi ra each lam mdi. Khi khach hang
tang vuqt troi.
dat mua dien thoai, tit ca nhung gi ngudi ban cin lam chi la
cung cip thong tin kich hoat true tuyen, va he thong dien Jerry Kohl dua doanh so hang nam cua Brighton
toan se xu ly thong tin nay. Dien thoai duqc gui din sang Collectibles tu 9 trieu USD ldn 180 tridu USD sau khi da tim
horn sau cho khach hang da duqc kich hoat, tinh tiin va sin each giup cua hang ban le tang lqi nhuan.
DAM DAN DAU! 223
Wayne Inouye cung ap dung cung mot nguyen tic cho

eMachines: lam vi &c gin gui voi cua hang ban le di toi uu hoa
kho hang luu trir dua tren nhu ciu thuc su thay vi udc doan
ciu hinh phai cung ung r<5 i hy vong se tieu thu dugc.
Anheuser-Busch va Nextel cung di theo dudng loi tren,
Chuong 15
chin diinh quy trinh hoat dong va giam chi phi cho hang t6n
kho, qua do tang hieu qua trong kenh phan phoi.
Trong mdi trudng hop, cong ty nao co n6 luc d6ng bo
nhim giiip doi tac tieu thu dugc nhiiu hang hoa hon cung XEM DOI TAC
thu dugc nhiiu lgi ich hon cho chinh hg.
Neu muc dich duy nhat cua ban la tang doanh thu tuc
CUNG LA THANH VIEN
thi, ban se danh mit co hoi vi lau dai. Ban cung se gap
nhieu ric roi niu ap dung phuong phap khen thudng
CUA CONG TY
nhan vien kinh doanh dua tren s6 luong san phim hg diy
ra kenh tieu thu ma khong cin biet nhiing gi diin ra sau
do. Ban n n chin chinh each thuc lam vife vdi doi tac: Hay
^
tim each di giiip ho dugc thanh cong, roi ban se tao ra loi
the bin viing trong viec tieu thu san phim trong tuong lai.
HQ
Vd neu ban chiu lui mdt bu&c di keo dd'i tdc bin ngodi vao
cung guong may suy nghi vd lam viec v&i ban , cd hai bin se ciing
duqc huong nhung loi ich tich cue nhat.
Quan he lau dai cd aid trj

han lai nhuan nhdt tndi
It co cong ty nao doi xu tot dep vdi nha cung cip nhu
1 \ godi khdch hang vd nhdn vien, con mot nhom khac cung Dave Gold va cac cua hang 99 Cents Only. Trong hon 30 nSm
quart trong khdng kem dd'i v&i su thdnh cdng cua cdng ty: do Id cdc kinh doanh, 99 Cents Only chua bao gia huy don mua hang
dd'i tdc cua cdng ty. Nhom nay gSm cd cdc doi tdc chien lucre, nha
cung ling nguyin vat lieu hoqc phu tung, cdng ty lam dich vu , dai ^
nao. N u phat hien cd mon hang nao d noi khac re hon, 99
Cents Only vin khdng liy do lam ly do dd ky keo hoac doi y
ly nhuqng quyen kinh doanh, hoqc bd't ky nguoi nao mb cdng viec ma tidp tuc cong tac vdi nha cung dip cua rninh. Dave vin con
kinh doanh cua ban cd lien quan den. Neu ban xdy dung md'i quan duy tri each thuc ban le co’ xua vao nhung ngay giao dich md.
he tot, nhung ddi tdc ben ngodi cd the giup ban thdo go vu&ng mac Bit cu ai cd mon gi di ban cd the mang hang din vao ngay
trong giai doqn song gid , nhu nhung khi ban edn gian no hoac gia thii Ba hoic thu Nam di gap dpi ngu thu mua ma khdng cin
han thoi gian giao hang ... hen trude. Ngoai vide tao co hoi cho Dave va dpi ngu thu mua
Nhieu cdng ty khdng xem trong moi quan he v&i cua hang ban ca hoi dupe tan mat xem xet mon hang, each thuc nay con
U hay nhd cung ting, thdm chi xem do nhu nhung moi quan he edn duy tri moi quan he tot giiia hai ben . Trong khi cac cdng ty
tinh toan hon thiet, it khi the hien tinh than huu hoqc tiip xuc v&i khac xem ngudi cung ung hang ho a nhu ddi thu, Dave va
tu each cd nhdn. Nhieu nguoi nghi ve ddi tdc v&i cdu hoi: " Lieu ho nhan vien cua ong khiem ton ddi xii tdt vdi ho vi ong danh
se dem din cho tdi nhung gi ?" . V &i ho, quan hi doi tdc chi huu gia cao moi quan hd nhu thd.
hiiu khi dem din cho ho dieu ma tu ho se khdng di dang cd duqc. Victor va Janie Tsao giy dung Linksys dua vao mdi quan
Y nghi nay se khiin hai ben roi vao tinh the doi ddu, cudi ciing se he tot dep vdi ddi tac chi tao d Dai Loan. Hp bat diu cdng ty
dan din thua thiet. Neu hai bin cd no luc dong bp di tao ra mot bang each tung bude xay dung long tin va duy tri moi quan
liin minh dung nghia, kit qua chung cube se l&n hon phan cdng lai hd hai bdn cung cd lpi. Ndu mot san pham cua Linksys tlianh
cua hai bin tdeh biit. cdng, hai bdn ddu hudng loi nhuan. Ndu that bai, hai bdn
DAM DAN DAU ! 229 230 DARE TO LEAD!
cung chia se phin thiet hai. Vdi mbi quan he nhu the, cong ty
da tang tntdng tir mot cong ty gia dinh vdi doanh so 6 trieu
They doi quan njgm 6 Procter & Gamble
USD , vuon len vi tri hang diu trong nganh vdi doanh so 500 Nam 1987, Lou Pritchett, Pho Chu tich phu trach ban
trieu USD. hang d Procter & Gamble (P&G ), di du ngoan bang ca nd
Harley-Davidson cd nhiiu nd luc dd nha cung ung phu cung Sam Walton di di xuit mdi lidn minh chua cd tiin le vdi
tung hoat dong nhu thanh vien ciia cong ty, kd ca vide thanh mang ludi trung tarn ban le Wal-Mart. Cho din luc iy, cac
lap Hoi dong Tham vln Cung ung cho cac nha cung ung hang nha quan tri cap cao cua P&G chua bao gid noi chuydn vdi
diu va lanh dao cua cong ty. Hoi ddng nay cd ba muc tieu: Wal-Mart. Du nhan vien tiip thi ciia tarn bo phata d P&G da
tang chit luqng, giam tlidi gian phat tridn san phain, va ha gia tidp xiic vdi Wal-Mart, nhung ban quan tri cip cao ciia P&G
thanh sail pham. Hariey-Davidson khong ep nha cung ung vi vln phot Id mang ludi khach hang ldn nhit cua minh. Khi
lqi nhuan, ma cung lam viec vdi hq nhim giam chi phi qua Wal-Mart cong bo P&G la nha cung ung tdt nhit trong nam,
sang lain va nlng suit. Mot nha cung ung neu y tudng doi P&G vln cho viec nay la khong quan trong va hd hung don
ddng nude trong thidt ke dong co mdi duqc lam ngubi bang nhan giai thudng. Trong khi do, Sam Walton chi ra ring
chit long, giup tilt kidm 50 USD cho mdi chide md to. Mot luqng san phlm P&G ban cho Wal- Mart con cao hon la ban
nha cung ung khac duqc bidt Harley-Davidson chi 1 trieu USD cho ca nude Nhat.
mdi nam de xii ly nhung dong ca hong, ndn chi ra mot tarn Theo nhan xet ciia Lou sau 30 nam lam viec cho cong ty,
nhua nho cd trang keo len mot mat di dlt dudi ldp kin trong P&G nhin the gidi qua lang lanh san pham vuqt troi va chidn
khi lip rap, qua do ngan chan hu hong. Bien phap nay giup dich quang cao ciia minh; ndn nhung vide khac khong cd y
tiit kidm tren 900 ngan USD mdi nam. nghia nhiiu ddi vdi P&G. Ba thi he nha quan ly ciia P&G diu
Chia khoa cho su thanh cong la dat din muc quan binh trudng thanh trong mdi trudng nhu tlii, va hq khong hi cd y
khi ca hai ben cung cd lqi, ngay ca khi ban khong tao ra mot nidm gi vi mdi quan he khach hang. Suy cho cung, hq nlm
ddng lqi nhuan nao. Trong suot 50 nam, In- N -Out Burger trong tay mot to’ chuc khong lo dd " doi pho " vdi khach hang
mua nguydn vat lieu tu cung mot nha cung ung. Ban khong - thi diu cin thidt phai suy nghi tliem ?
the bo tiin di mua duqc mdi quan hd nhu thi. Ca hai bdn Bai hoc kinh nghiem sau khi vuc day PMC giup Lou
diu cd lqi khi cong tac chat che vdi nhau, va ca hai diu cd lqi nhanh chong hidu ring P&G se duqc lqi ndu lam vide gin gui
khi mot bdn thanh cong. Ban hay xiy dung va nuoi dudng hon vdi khach hang. Ong nhlt quydt tu minh thay doi mdi
mdi quan hd nay nhim tidp tuc sinh lqi vi lau dai. quan he khach hang. Ong quydt dinh sip xdp chuydn du
ngoan bang ca no vdi Sam Walton dd thao luan y tudng mdi thong tin duqc tu dong chuydn ddn P&G dd P&G theo dd bidt
vd su lien minli giua hai ben. nen san xuit thdm mat hang nao. Wal-Mart cd thd xoay vong
Ngac nhien tnxdc thai do va su thay doi cua Lou nen Sam kho hang nhanh hon va giam chi phi, trong khi P&G cd the
chip thuan di cung. Hon nua, ong to mb mubn tim hidu con giao dung loai hang con it trong kho. Cung lam vide vdi nhau
ngudi thuc cua mot nha Ianh dao d P&G. Khi hai ngudi cung nhu hai doi tic dung nghia, mdi bdn ddu giam hang tdn kho,
cheo chide ca-no xudi dong song, Sam bay to ring ong cam thiy qua dd giam chi phi van hanh. Nhung vao thdi didm dd, it cd
that vong vd each P&G quan he vdi Wal-Mart. Mot didu nghich cong ty tim cd nao lai kdt hop vdi nhau nhu the.
ly la nhan vidn tidp thi cua P&G luon xuit hien nhlm thuc giuc Phuong thuc ma Lou va Sam ddng y vdi nhau trong
Wal-Mart phai mua them bit ky mon hang nao, ma khong chuydn du ngoan blng ca-no trd thanh mot thoa thuan doi
quan tarn ddn chidn luqc hoac ke hoach kinh doanh cua Wal- tac cd tinh each mang giua P&G va Wal-Mart l’rong vong
,
Mart. Sam noi: "Toi bidt cac anh co cong thuc chd tao bot giat mudi thing, 10 nhan vidn quan tri hang diu cua P&G ddn
Tide. Gia su thing nao cung co mot nhan vidn tidp thi ho a chit tham du mot hoi nghi keo dai hai ngay vdi Wal-Mart. Trong
ddn gap anh va noi: 'Toi co sulphur ha gia 200 do la mdi tin vong sau thing, hai cong ty tao ndn mot nhom cong tac lidn
trong thing nay. Tai sao ong khong thay doi cong thuc cua hop - quy tu tung bo phin cua mdi bdn: bin hang, tidp thi,
Tide? Tai sao ong khong dung them sulphur trong thing nay ?’ " kd toan, san xuit, phan phdi, va hd thong quan ly - nhlm lam
Do chinh la cung each cua P&G - va nhung nha san xuit khic - vide true tidp vdi nhau dd thidt lip mot chd do van hanh
khi ho tim ddn chung toi mdi thing de cd bin load san pham chung. Tu sing kidn nay da san sinh mot trong nhung hd
trong thing do ma khong quan tarn gi ddn cua hang bin Id. thong quin ly kho hang hien dai nhit thd gidi.
Ca Sam va Lou ddu ddng y ring mdi quan hd cua ho trude gid Wal- Mart cung nhan rong he thong doi tac nay vdi cic
hoan toan ddi nghich. Hen nao cung ddu chu trong ddn khach nha cung ung khic. Hd thong cua Wal-Mart hidn gid tao ciu
hang cua minh, nhung khi khong tharn khao lln nhau mdi ben noi dd chia se tliong tin vd kho hang va doanh thu theo thdi
ddu bo qua co hoi tao them lqi nhuan cho nhau. Ndu ho cd thi gian thuc vdi tit ca nha cung ung tren khip thd gidi.
cung nhau lam vide dd chia se so lidu doanh thu va hang tdn kho, Bing cich lam vide vdi nhau theo tinh than doi tac dung
ho cd thd gia tang nang suit va ha chi phi cho mdi ben. nghia, mdi cong ty giam chi phi van hanh va tang lqi nhuan.
Nhu Lou vach ro, hai bdn cd thd cong tic vdi nhau dd khi Theo ngdn tu cua Sam, ho di hop ly hoa he thong phin phdi.
mot hop bot giat Tide hoic kem dinh ring Crest hoic ta giiy Trong mot li thu gui cho Lou trude khi qua ddi, Sam vidt:
Pampers duqc dua qua miy tinh tidn trong cua hang Wal-Mart, "Tbi cd hoai nidm vd chuydn du ngoan blng ca no ciia hai
chung ta va each thuc chung ta cai thien quy trinli ddi tac vdi hang nao von da hai long vdi ty le hoan ua thip cua Quicken
Procter & Gamble. Do la mot trong nhung chuyen tot dep cang thich cong ty hon sau chuyin ban hang toan quoc. Cac
nhit xay ddn cho cong ty ciia chung toi, rdi toi nghi thbi gian chuyin di nay cung tao cho nhan vien co hoi true tiip lam
se chung minli ring nhidu cong ty khac dang bat diu xem nha vide vdi khach hang, cung cd them nd luc cham soc khach
cung ung ciia ho la doi tac quan trong " . hang. Nhu mot lip trinh vien da ndi: " Ma lap trinh ciia toi
nim d mat trude tren quiy hang. Nhin thay nd d do va phan
ung nhiet tinh ciia nhom ban le giiip toi tin ring cong viec
Bien doi thu thanh dong minh ciia toi thuc su cd y nghla ".
Khi Microsoft cho ra mit phin mdm quan ly tai chinh ca
Intuit phai doi pho vdi mot khd khan khac trong he
nhin Money, Intuit lim vao tinh the phai chidn diu dd sinh
thong phin phdi cua cong ty. Du da thanh cong vuot bac vdi
tdn. Microsoft rit gidi trong vide tin cong nhung doi thii
phin mam Quicken, Intuit da tao sir doi diu khi ban qua
ngang dudng, va ai cung lo so Intuit se la nan nhin tidp theo.
dien thoai cung phin mem ma cua hang ban le ban cho
Nhung su vide lai didn bidn theo chidu hudng khac: mdi quan
khach hang. Duong nhien la cac cua hang ban le ddu canh
hd ddi tac chat che giira Intuit va ciia hang ban le trd thanh
giac vdi nha cung ung nao canh tranh true tidp vdi ho. Va thay
mot vu khi hieu nghiem dd chong lai con dai hong thiiy khi
vi tidp tuc doi diu nhu vay, Intuit da ap dung mot phuong
Microsoft cho ra mit Money for Windows.
thuc mdri dd tidp thi Quicken din cua hang ban le va cung cd
mdi quan he ddi tac. Pha bo chinh sach liu nay la khong cong bo trude phin
mdm, Intuit thong bao se cho ra mit phien ban mdi
Diu thap nien 1990, Intuit thuc hien chuong trinh
Quicken for Windows. Intuit con cd dong thai khong cd tidn
" Chuyen Ban hang loan qude" . Mdi khi Intuit cho ra mit
le: giii phidu giam gii de'n tit ca khach hing su dung
mot phien ban hoSc phin mim mdi, nhan vien ciia Intuit se
Quicken dd ho mua Quicken for Windows qua ciia hang
din cua hang ban le trong ca nude di hudng din vi san phim
ban le, chii khong phai true tidp qua Intuit. Cac ciia hang
mdi. Day cung la co hoi di moi ngudi di tham gia dinh cung
ban le - von di hai long vdi Quicken - biy gib cang phin
ban be. Du chuong trinh nay ton nhiiu thdi gian va tiin bac,
chin khi thiy Intuit loi keo thdm ngudi sii dung ddn vdi
nhung Scott tin ring do la khoan diu tu cin thiit.
minh. Nhidu ciia hing khuydn ngudi sir dung khoan mua
Intuit chiu lui mot bude di cua hang ban le cam tliiy phin mdm ciia Microsoft, ma hiy doi phidn ban mdi ciia
minh nhu la doi tac thuc su, va nd luc nay duqc bu dip. Cua Quicken.
Du co dong thai chdng do cua Intuit, nhung yiu to quyit Khi Fred DeLuca bit diu trao nhuqng quyin ldnh doanh dr
dinh chinh la chit luqng san pham. Money chiia diy chuc Subway, ngay tu ngay diu viic quang cao la nguyin do cua moi
ning, nhung Quicken vln di su dung hon. Trong khi Money bit hoa vdi dai ly nhan nhuqng quyin. De ddi pho vdi cao trao
chu trong din ky thuat, Quicken lai quan tim den khach phan ddi, Fred thanh lip mot ban giarn doc gdm toan bo cac
hang. Intuit dinh bat con tin cong cua Microsoft khi Quicken dai ly nhan nhuqng quyin roi giao cho ho quyin sii dung ngin
vuqt len din diu vdi 88% thj phin, trong khi Money cu mii sach quang cao. Mot khi ho di duqc giao pho, ho se chiu trach
vung vay. N 6 luc khong ngung cua Intuit trong viec hudng nhiem vdi nhung hanh dong cua minh. Fred noi: " Trudc diy,
din khach hang va cung co moi quan hi doi tac da dem lai toi vin ip dung each nay, nhung moi ngudi cho do la sai lim
kit qua: trong khi Microsoft de bep cac doi thu canh tranh vi dai ly nhan nhuqng quyin khong biit dua ra quyit dinh
khac, Intuit vin phat dat. dung din vi quang cao; viic nay phai tliuoc trach nhiim cua
gidi chuyin mon ". Nhung chinh each lam nay di hoa giai duqc
mdi bit hoa giua hai bin khi dai ly nhan nhuqng quyin thiy
Dua ben nhqn nhuong quyen ro ho la mot phin trong ki hoach phit triin cua cong ty.
len ndm quyen Ron Joyce tiin thim mot bude d Tim Hortons. Ong thanh
lap mot uy ban tu vin gdm cac chu the nhan nhuqng quyin,
Moi quan hi doi tac song gio tu xua din nay vin la moi khong phai chi de quan ly tiin quang cao, ma con de xu ly
quan he giiia cong ty trao nhuqng quyin kinh doanh va dai nhung vin di chuyin mon liin quan din cong ty. Nguyin tic
ly nhan nhuqng quyin. Trin thuc ti, khong bin nao tdn tai cua ong rit don gian: Con ai to tucmg hon de tham du vao
duqc niu khong co bin kia, va mbi bin thudng duqc Iqi khi nhung viec cua cong ty ngoai nhung ngudi gin gui vdi khach
bin kia thanh cong. Mot trong nhung lbi phin nan ciia dai ly hang ? Ong mdi dai diin tren khip ca nude, thim chi tra chi
nhan nhuqng quyin la ngoai phi nhuqng quyin, ho phai phi di lai cho ho. Ho dai dien cho cac cua hang d ven bd Dai
dong thim chi phi cho " quy tuong ti ” . Quy nay duqc dung di lay Duong, Ontario hay British Columbia, vi thi co su liin
hd trq ca to’ chuc, va mdi dai ly nhan nhuqng quyin diu duqc lac chat chi giua cong ty va chu cua hang. Ho cung nhau than
lqi. Vin di phat sinh khi chu thi nhan nhuqng quyin khong luan vi mon in trin thuc don, thiit ki cua hang, va nhung
dong y vdi mot ki hoach kinh doanh hay chiin luqc phat hoat dong khac.
triin cua cong ty, doi khi do chi la su bat dong vi mot miu
Thay vi tu xem minh la cip trin va ap dat y muon cua
quang cao san phim.
minh lin dai ly nhin nhuqng quyin, Ron cd quan niim hoan
toan khac. Ong noi: "Tdi luon xem khach hang la doi tac xuat ba bo phim hoat hinli. Khi do so vdi su thanh cong cua
'
nhuqng quydn han la ngudi tieu thu. Su gin bo nay nham Walt Disney thi Pixar chi la mot cong ty nho dang nd luc
dam bao chiing tdi trao nhuqng quydn Idnh doanh cho dung vuon len, va thoa thuan hop tac nay tao co hoi de Pixar tidp
ngudi. Tdi muon ho co lqi nhuan va lam an lau dai vdi chung can vdi he thong phdn phoi toan ciu cua Disney. Con Disney
tdi de’ hai ben cung co lqi " . chia 50% lqi nhuan vdi Pixar ma xem nhu khong cd rui ro
Khi kho khan xay ddn, thay vi co che day hole tim each nao. Do cung la lin diu tidn Disney thuc hien hop tac san
do’ ldi cho nhau, hai ben se cung nhau ban bac va tim ra giai xuat vdi hang phim ben ngoai, tu kich ban, dao didn, dan
phap. Ban cd v£n da lam vide co hieu qua tren nhidu phuong dung, quay phim, bien tap va ca hau ky. Disney giu quydn
dien. Day la didn dan dd moi ngudi trao doi va dd xuat y trao sang nhuqng, ky ket thoa thuan cho cac loai dd choi,
tudng nham cai tidn cac ciia hang, qua do ai cung cd thd lam trang phuc, vat phdm va hang luu nidm in theo phim cung
ra tidn. Ban co' v4n con la diu moi qua do chu ciia hang xu ly nhu thuc hidn chidn dich quang cao.
vudng mlc, nhung trong biu khong khi tich cue va cd tinh Bo phim Toy Story ( Cau chuyen dd choi ) mdt bon nam
xdy dung. Khi Tim Hortons thinh thoang them mon an trong moi hoan tit. Vao luc Toy Story duqc dua ra trinh chidu, Pixar
thuc don, vai chu cua hang chdng doi ndu ho phai trang bi da phat tridn tu mot phong thu thanh mot hang phim thuc
them dung cu nha bdp. The la hai ben ngoi lai vdi nhau dd hien du cac khau. Disney va Pixar md rong thoa thuan thanh
cung nhat tri phuong an hanh dong. Khi tru so trung uong nam phim, va sau khi mdi phim ra ddi, danh tidng va thuc luc
dua ra mot yeu ciu khidn cua hang bat man, Uy ban tu vin tai chinh cua Pixar cang tang cao. Toy Story mang vd doanh so
thanh lap mot didn dan md dd dat giai phap tuong tu nhung 192 tridu USD. Mdi phim kd tidp cua Pixar - A Bug ' s Life , Toy
cd tinh xay dung hon. Didm mdu chot la tao mot moi trudng Story 2 va Monster, Inc. - ddu mang vd doanh thu cao hon
trong do cong ty xem chu the’ nhan nhuqng quydn la doi tac phim trude. Pixar trd thanh mot trong nhung hang phim cd
dung nghia, va hai ben ddu cd lqi. lqi nhuan cao ddu dpi nhit d Holywood. Mau thuin vdi
Disney bat diu tir day.
Du thoa thuan ban ddu khong quy dinh lam tidp tap nao,
Mot thoa thuqn toi neu hai ben nhung Pixar vin ddngy tliuc hidn Toy Story 2 theo dd xuat cua
khong cung huong loi Disney bang each lam phim true tidp ra bang video dd tidt
kidm thdi gian va chi phi . Khi dang lam giua chung, giam ddc
Walt Disney da nhan duqc mot bai hoc dat gia khi hop tac didu hanh cua Pixar la Steve Jobs nhan thay tidm nang cua bo
vdi Pixar. Hai ben da thong nhat mot thoa thuan hop tac san
phim co thl thu hut khach din rap xem. Du giam doc dilu Luc nay, can can da do’i hudng. Pixar khong con phu
hanh ciia Disney la Michael Eisner chong doi, Steve vln giu thuoc vao Disney, nhung Disney lai cln din Pixar hon bao
vung lap trudng. Su kiln tri cua ong duqc din dap: Toy Story 2 gib hit. Nlu xet theo nhung thay doi sau xa vl vi thl cua hai
trd thanh con ga de tnrng vang cho Pixar, raang vl doanh sd bln, thi Pixar khong nhlt thilt phai chia phan mia lqi nhuan
245 trieu USD . Khi ho tni dinh lam Toy Story 3, Pixar cuong cho Disney. Thlm vao do la each cu xu te hai cua Disney vdi
quylt xem phim nay la mot trong nfim phim ma hai ben da Pixar khi Disney khong xem Pixar nhu mot doi tac binh ding.
thoa thuan vdi nhau trudc do. Disney khong ddng y. Du Tham chi khi mdi quan he va hoan canh xung quanh da doi
Disney la ngucd diu tien chong doi vile tung Toy Story 2 len thay, Disney vln khong nhan ra vln dl dl thay ddi theo, ma
man bac va nhd Pixar kien tri ma Disney mdi bat ngd co them vln tilp tuc can cii vao tung clu chu trong hop dong dl diin
lqi nhuan, nhung cac nha lanh dao cua Disney vln khong giai. Cach diln giai nay co lqi cho Disney nhung gay thiet thoi
chiu nhuqng bo. Ho con ylu clu phai thuc hiIn dung nhu tu cho Pixar. Prong khi thuc ep Pixar phai lam Toy Story 3 va
ngu ciia ban thoa thuan, va cong khai khoe khoang vl vi thl khoe khoang vi thanh qua nay, Disney thing mot tran danh
cua minh doi vdi Pixar. nhung thua mot cudc chiin. Pixar sau do tuyln bd khong gia
Trong khi Pixar dang thang tiln, Disney lai tut doc. Sau han thoa thuan giua hai bln, dilu nay ddng nghla vdi mdi lqi
khi tung ra vai bo phim hoat hinh khong an khach, Disney ma Disney dang hudng tu Pixar cung chlm dut theo.
phai trong ciy vao Pixar dl can doi thu chi. 'Prong khi do,
Pixar tilp tuc gat hai thanh cong vdi phim Finding Nemo,
mang vl 844 trieu USD tu cac rap chieu phim toan ciu. Doi Thay doi cach xii sir
vdi mot phim trudng nhd, chia 50% lqi nhuln cua mdi bo
Nlu muc dich ciia ban la ep ngudi cung ung vao thl
phim cho Disney la dilu dang ke. Sau khi nam phim dlu tien
quy phuc, ban co the dat duqc dilu ma Bob Lutz goi la "su
cua Pixar tao doanh so 2,5 ti USD tu cac rap chilu phim, ban
phuc tung co ac tarn " . Bob da rut tia bai hoc tu mot nghiln
chit cua mdi quan hi da thay doi. Pixar da tu dung vung trln
cuu ciia Honda dl ap dung vao hang chi tao o-to Chrysler,
doi chan cua minh, trd thanh mot hang phim ldn manh vdi
tao nln chuyln biln tich cue diu tiln d cong ty nay. Thay
hon 300 trilu USD trong tai khoan ngan hang va khong no
vi co nliilu nha cung ung phu tung va dl ho canli tranh vdi
nln. Clc nha phan tich dlu tu udc tinh 45% chi phi hoat
nhau, Chrysler giam sd luqng nha cung ling va duy tri mdi
dong trong phim trudng cua Disney giua nam 2004 va 2005
quan he tdt dep va bln vung vdi ho . Trudc day, Chrysler
la tu cac phim cua Pixar - trln 1 ti USD.
cho ring co thlm nha cung ung canh tranh vdi nhau la de
gia tang nang suit. Nhung dilu nay se khidn cho nha cung Mac du d thl ylu nhung Disney tilp tuc cu xu nhu " Me
ling lam dung theo nhu yeu ciu nhung tuyet doi khong lam bl tren " trong mdi quan he vdi Pixar. Vdi each ap dat diiu
thdm gi ca. Nhilu nam sau, giam doc dilu hanh cua mot kien hop tac, Disney da thing mot tran danh nhung thua mot
nha cung ung tarn su vdi ong: " Bob, anh biet khong, chung cuqc chiln.
toi da co the cung ung cho anh mon phu tung do vdi gia
Ron Joyce d Tim Hortons va Fred DeLuca cr Subway dlu
bang phan nua neu cac anh chi cin thay doi each xii su mot lui mot bude d!tao dilu kien cho cac dai ly nhan nhuqng
chut thoi " . quyln cua ho tham gia vao vide quyit dinh. Du co bi va vip,
Nhu Lou Pritchett chi ro: " Nlu ep nha cung ung, co thl nhung vide trao quyln cho dai ly nhan nhuqng quyln quyit
mot sang thuc day ban se th&c mic tai sao cac goi phu tung dinh hd thong van hanh gop phin quan trong vao su thanh
rdi ra, tai sao cac moi dan keo sut ra, tai sao kem danh rang cong ciia hai mang ludi nha hang.
cua ban co mui gi do ma ban khong muon dua vao midng. Neu moi quan he chi sinh lqi cho mot bdn, ca hai ben
Ban phai quan tarn din su sinh tdn cua ho de ho cung quan se thlt bai. Dilu nay luon dung du do la moi quan hd chiln
tarn din su sinh ton cua ban " . luqc, moi quan he giua nha cung cap va nha san xuit, hoac
moi quan hd trao va nhan nhuqng quyln kinh doanh. Nlu
moi quan he dat kit qua, hai bdn se hudng lqi tu kit qua
Moi quan he hai ben cung co loi nay. Cin co thoi gian mdi xay dung duqc mdi quan he tot
dep giua hai ben , nhung chi cin mot hanh dong nhd , ban
Rich Teerlink - cuu giam doc dilu hanh cua Harley-
co thl se pha huy mdi quan he do. Vay, hay tich cue vun
Davidson noi: "Toi khong tliich hop tac vdi nha cung ung nao
ven nhiing mdi quan he vi chung thuc su se mang lai cho
luon nhim vao muc tieu tang loi nhuan toi da. Mot doi tac
ban nhidu lqi ich trong hien tai cung nhu tuong lai.
nhu th£ se khong quan tarn din moi quan he hai ben cung co
lqi" . Cung nhd moi quan he ddi tac gin bo, nha cung ung da
nhiet tinh dong gop y kiln vl thilt kl dong co giup lam lqi
cho Harley-Davidson ca trieu dola.
Muon dat duqc lqi ich vl lau dai thi ban nen lam vide gin
gui vdi cac doi tac cua minh. Theo each nay, P & G va Wal-
Mart dlu giam chi phi, cai thien hieu nang va tang lqi nhuan.
DAM DAN DAU! 245
Chuong 16
BIEN TON CHI

A dn chi hoqt ddng la mot cdng cu qudn If cdng ty huu hieu .
THANH LE SONG rlhe nhung , mdt so cong ty chi xem tuyen bo tdn chi nhu mdt khdu
hieu de lam noi bat cdng ty, md khong quan tarn den f nghia dich
thuc cua tdn chi. Neu chi vii't ra mdt ban tuyen bd tdn chi, doc Idn
cho moi ngudi nghe, thi cd le sau do moi vide van tra lai nhu cu.
Mdt ban tuydn bd' tdn chi chi thuc su hieu qua khi cdp qudn If cung
nhu nhan vidn hid’u duqc tarn quan trong cua no vd cam kd't quye't
tdm thuc hidn dd'n cung.
De tqo duqc tinh thdn phan chdn trong mdi nhdn vidn, ho edn
than hidu tqi sao ho a ddy. Ngodi If do vd tai chinh, phdi cd nhung
dieu hidn khde cd sue hdp ddn vd dap ung duqc mong muon cua
nhdn vien . Nhiiu ngudi sdn sang tu bd cdng viec duqc tra luong
cao de lam cdng viec md ho yeu thich, du thu nhap thdp hem han.
Vi vqy, hay gdn kd't muc tieu cd nhdn cua mdi ngudi vdi cdng vide.
TO
Nd'u nhdn vidn tin tutmg cdng ty vd yeu thich cdng vide ho dang
lam thi ho se gdn bd lau ddi vdi ban.
Mot trong nhung kho khan md nhieu cdng ty vutmg phdi khi
phat triin Id khdng tudn thu dung theo nhung nguydn tdc chi dqo.
Vdi sue ep cua nha ddu tu, su de doa cua dd'i thu canh tranh, nhu vao co thi cao lim cung khong din 10 ngan chiic. Moi vide
can ludn thay dd’i cua khdch hang va nguSn nhdn luc ludn bien co ve nhu bi tic.
dong, ban phdi xoay tro rat nhieu giua nhung yeu cdu doi khang Mot thanh vien hoi dong quin tri, Tom Holloran, gqi y
Idn nhau, thdm chi gap kho khan khi giu mpi ngudi di cung hu&ng vdi Earl nen di ra mot ton chi muc tieu hoat dong cho cdng
vdi ban. Trong bat ky giai doan ndo, du kho khan hay thinh vuqng ,
ty. Theo ldi co vin nay, Earl so an ra motTuyen bo ton chi ciia
ban hay lien tuc phat huy nhung gid tri md cdng ty da de cao, cdng ty. Earl mang bin Tuyen bo ton chi nay din trinh bay
nham nhdc nhd moi ngudi muc dich thdt su cua vide ho a lai vdi vdi mot nha diu tu va cuoi cung dng da vay duqc tiin.
cdng ty.
Tuyen bo ton chi tro thanh nguyen tic chi dao cho Cdng
ty Medtronic, giiip cdng ty vuqt qua con song gid . Va khi cdng
Ton chi djnh huong hdnh dong ty da on dinh va tang trudng, ton chi nay lai giiip dng dinh
hudng con dudng di ciia minh.
Nam 1960, Earl Bakken gap kho Bill George, Chii tidi Medtronic, tin ring bi quyit ciia
khan trim trong. Ba nam sau khi thanh cdng la y thuc vi muc tieu lan toa den moi cip trong
phat minh ra may didu hda nhip tim toan cdng ty. " Medtronic lam vide theo ton chi da dd ra.
diu lien tren thd gidi chay bing pin Chung toi dinh rit nhidu thdi gian cho nhan vidn - tu ngudi
Medtronic
Wlxm life Depends on Medical Technology
ma benh nhan co the’ mang theo lam vide d day chuydn san xuit ddn ky su thidt kd va nhan
ngudi, ong bit diu thanh lap cdng ty vidn tidp thi - dd noi vd ton chi: cac gia tri ciia chit luqng, dich
Medtronic va tim each tung ra thi tnxdng may didu hda nhip vu va tinh chinh true. Chung toi duy tri he thong thong tin
tim ciy vao co thd. Doanh thu tang nhanh nhung chi phi md, qua do bit ky vudng mic nao ddu co thd duqc chuydn len
cung tang khong kem. Du sin pham thanh cdng, nhung cdng cip cao nhit trong thdi gian ngin nhit."
ty khong co lai, cang luc cang din gin vdi tinh trang pha san.
Nhu Bill giai thich: "Tuyen bo thu nhit thuc su la tuyen
Earl tim din cac ngan hang dia phuong de’ xin vay von nhung
bo vd ton chi. Nam tuyen bd kd tidp md ta cac gia tri ma
tit ca diu tu chdi dng. Khong nan long, dng thu ap dung mot
chung toi sir dung de thuc hidn ton chi. Didu co y ngliia quan
chiin thuat khac: thuc hien mot nghien cuu thi trudng di
trong vd Tuyen bd ton chi ciia Medtronic la di khong co chu
minh chung cho him nang ciia may diiu hda nhip tim. Kit
nao duqc sua doi kd tu khi Earl viet ra nim 1960 " .
qua khong nhu dng mong doi ma con gay thit vong nao ni.
Cuoc nghien cuu du bao nhu ciu may diiu hda nhip tim ciy
TOM TAT TUYEN BO TON CHI CUA MEDTRONIC da thuc hien trong 40 nam qua. Ddn thang 12 moi nam,
Medtronic moi 6 b&ih nhan va bac si ciia ho ddn Medtronic
• Dong gop vao an sinh ciia nhan loai qua nghien
ciiu, thiet kl, chi tao va ban thilt bi giant dau, dd kd cho nhan vien nghe vd cau chuydn cua ho. Vori 1.500
phuc hoi sue khoe, va keo dai cuoc song. nguoi ngdi chat nich khan phong va hang ngan ngudi khac dr
• Phat trien cong nghe sinh y hoc; tap trung khap thd gidi xem qua phuong tien hoi thao video, cac benh
nhan luc va co so; lien tuc xay dung dua tren nhan duqc mdi da bay to cho moi ngudi biet rang tim nhan
giao due va thuc hanh; tranh tham gia vao
tao, may didu hoa nhip tim va nhung san pham khac cua
llnh vuc nao khong phat huy su dong gop
dac thu va ich lqi. Medtronic da thay doi hoac cuu cudc song cua ho nhu thd
• No luc duy tri do tin cay va chit luqng cua nao. Mot nhin vien noi: " Nhidu benh nhan ddn vdi chiing toi
san pham; dat chuan muc cao va duqc cong khi ho khong con chut hy vong nao vao cuoc song. Thd
nhan qua su cbng hiln, trung thuc, toan ven nhung vdi Medtronic, ho da or ngay day va kd cho chiing toi
va dich vu. nghe vd cuoc ddi ciia ho. Ban khong thd gia tu ho ma khong
• Tao lqi nhuan tuong d6i de dap ling nhiem cam thay xiic dong " .
vu, duy tri tang truong, va dat muc tieu de ra.
• Ghi nhan gia tri cua nhan vien, tao su hai Dem trndc khi didn ra chuang trinh Id hoi Medtronic diu
long ca nhan, dam bao congviec on dinh, co tidn, Bari bao Bill ndn dd y ddn chang trai T. J . Black , 18 tuoi,
hoi thang tiln, va chia se voi su thanh cong bi chiing liet nao bam sinh. Trudc mat nhan vien Medtronic,
cua cong ty.
T.J. kd lai 17 nam diu trong cuoc ddi aia cau. Cii den thang 6
• Duy tri tu each cong dan t6t mdi nam, cau ddu trai qua mot cudc dai giai phiu, than thd
bi bo bot suot 3 thang, va thdi gian khac trong nam ddu bi co
giat . Khi len 1 fi tuoi, can tir chdi giai phiu , va ca thd can din
Bien ton chi thanh hien thuc din bi liet. Nam 18 tuoi, cau la mot trong nhung benh nhan
diu tidn duqc didu tri lam sang vdi duqc pham mdi Baclofen
Medtronic trung bay ban tuyen bo ton chi dr nhiing noi dl
kdt hop vdi may bam thuoc tu dong cua Medtronic.
nhin thay nhit. Ho con tidn them mot buoc: tliuc hien mot
so chuang trinh de dam bao moi nhan vien ddu thim nhuin Cuoc song ciia T.J . da thay ddi dieu ky. Cau cd the bat diu
ton chi ciia cong ty. lam duqc nhidu viec, kha nang noi duqc cai thidn, cd the ngdi
xe lan choi bong ro. Bill xiic dong khi nghe T. J . ke lai cau
Su kien quan trong nhlt trong nam dr Medtronic la
chuydn. Ong cung cd mot cau con trai trac tuoi T.J . ndn ong
chuomg trinh ll hoi hang nam - mot truydn thong ma cong ty
cam nhin duqc noi dau cua T. J cung nhu ciia gia dinh cau.
Oe ton chi trd nen gtin gui
Dilu trd treu la khi Bill George mdi din Medtronic, ong
duqc biet la ban Dilu hanh da quyet dinh ban ban quyln cua Mot truyln thdng khac ciia Medtronic ma Earl dat ra
may bom thuoc tu dong vi thly san xuit may nay khong deni trong thdi gian diu tien dl phat huy ton chi la tao co hoi
lai lqi nhu an . May min la khong co ai chiu mua ban quyln cho giam doc dilu hanh gip go moi nhan vien mdi duqc
trong suot 6 thing trudc khi T.J . din trinh bay. tuyln dung, giai thich cho ho vl ton chi ciia cong ty, va ting
ho mot ky niem chuong ghi khlu hieu *Toward Man's Full
Sau khi nghe cau chuyen cua T.J ., Bill huy quyet dinh ban
Life ( Huang den cudc sdhg toan ven cua con nguai) ". Nhung ll
ban quyln cua may bom thuoc, tap hop mot nliom nhin vien
trao tang ky niem chuong nhu thl vln tilp tuc khi cong ty
dl thanh lap mot bo phan mdi trong doanh nghiep. Dung d
ting trudng, va Bari di khip till gidi dl gip go nhan vien
goc do phan tich tai chinh thuin tuy, thi viec ban ban quyln
mdi. Trong ll trao tang ky niem chuong, Bari nhic lai qua
cua sin phim hoic giai tan mot bq phan khong tao ra lqi
trinh thanh lap cong ty, trinh bay ton chi va giai thich ton
nhuan la dilu hoan toan hop ly. Nhung nlu xet theo ton chi
chi nay co y nghia ra sao doi voi ong. Rdi
cua cong ty - dac biet khi nghi din nhung benh nhan nhu T.J .
ong trao ky niem chuong cho tung nhan
- Bill thay doi quylt dinh. Thay vi xoa bo bo phan nay, Bill
vien va noi: " Hay dit ky niem chuong
tint moi each giam chi phi hanh chinh, tang ngin sach cho
nay noi ban lam viec va hay nhd tai .
viec nghien cuu va phat triln, va dat bo phan nay dudi nhom
sao ban dang lam vide noi diy, khong
thin kinh benh hoc. Viec kinh doanh may bom thuoc nhanh
phai chi dl kilm tiln cho ban hoic cho
chong tao lqi nhuan, va it liu sau trd thanh don vi kinh
cong ty, ma con dl giup moi ngudi gianh
doanh ting trudng nhanh nhit trong Medtronic.
lai cuoc song va sue khde. "
T.J . trudng thanh, tot nghiep dai hoc, lap gia dinh, va co
Khi Bill George din lam viec d Medtronic, ong trq giup Bari
duqc mot cong vide on dinh trong nganh cong ngliiep viln
trong cac ll trao tang ky niem diuong. Sau nay khi nhan chuc
thong. Mot thdi gian dai sau chuong trinh ll hoi ly, anh vin
giam ddc dilu hanh, ong vin tilp tuc truyln thdng dich than gap
la ngudn dong luc cho Bill. " Nhu mot nha dilu hanh cua
mit tung nhin vien mdi - thudng la co Bari hien dien. Trong mot
chung toi da noi, mdi nhan vien cua Medtronic dlu co mot
quy, Bill di chiu Au bon lin dl trao ting ky niem chuong d
khoanh khlc sau ling khi ton chi biln doi tu mot y nidm tri
Phap, Due, lay Ban Nha, va Anh. Sau khi kl vi Bill lam giam ddc
tue thanh nilm dam me trong tim. Khoanh khic sau ling cua
dilu hanh, Art Collins vin tilp tuc truyln thdng nay.
toi chinh la khi gap go T.J . Black " .
Viec dich than gap go moi nhan vien mdi trong mot cdng dudng HP" la yeu to soi dudng cho ca cdng ty. Mac du nhan
ty co 28 ngan nhan vien doi hoi thoi gian cung su tan tarn, gin vid eda HP khong phai lam vide giua sur song va cai chit,
bo. Nhiiu ngudi co the’ bien luan rang giam doc diiu hanh co nhung moi nhan vid diu biit din "Con dudng HP", va gin
nhung viec quan trong cin phai giai quyit hon la tidp xuc tung bo vdi no. Hq biit Bill Hewlett va Dave Packard. Chic chin
nhan vien mdi va giai thich vi ton chi. Cap lanh dao cua ho luon nhd vi nhung cau chuyen huyin thoai lid quan
Medtronic khong ddng y vdi y kiin do. Ho tin rang su dung din HP ".
thoi gian nhAm lien tuc phat huy ton chi la mot phin quan Sheldon Laube co cung quan diim iy. Ong tlianh lap
trong cho su thanh cdng cua cdng ty. Nhu Bill giai thich, hang CenterBeam di nhan quan ly phong cdng nghe thong tin cua
ngay Medtronic diu doi dien vdi ranh gidi giua su song va cai nhung cdng ty khac. Do la mot linh vuc nham chan trong
did. " Chi cin mot ldi sai rat nlio trong chid van tim hole nganh cdng nghe thong tin. Sheldon giai thich: "Tan niim
may did hoa nhip tim, thi rat co khi nang mot benh nhan se cam hung khong phai chi quan trong cho ngudi bit diu lam
chdt khi su dung. Tdi muon tat ca moi ngudi hid duqc trach viec trong cdng nghe cao. Moi nha lanh dao diu phai lam thi,
nhiem cua minh va luon lam viec vdi tinh thin cao nhit " . du hq la giam doc diiu hanh cua mot tap doan ldn hoic mot
Theo Bill: "Ton chi khong phai la miu muc, li luat, chi doanh nghiep nlio " .
do, hod quy trinh. Do la y thuc vi muc dich va vi cac gia tri Co ngudi hoi Sheldon: " Ong co tliiy budn chan khong ?
chi dao cho cdng viec hang ngay. Did nay nghe co ve triit ly, Ong lam vide trong linh vuc dang chan cua nganh cdng nghe
nhung do la su that. Tdi khong tin ring ban dong vien duqc thong tin: lam cho cac may vi tinh van hanh on dinh, noi
con ngudi chi qua tiin bac. Con ngudi con cin ngudn cam mang duqc vdi nhau, cdng viec dai loai nhu vay. Lam thi nao
hung tu cdng viec ho dang lam " . ong cam thay hung thu cho duqc? " . Ciu tra ldi cua Sheldon
that don gian nhung in tuqng: " Diy li van di mi hang trieu
ngudi tren thi gidi phai ddi mat hang ngay. May vi tinh lam
Giup nhan vien phdn khich voi cdng viec
m
moi ngudi nan long! Ro rang, cdng vid cua chiing tdi khong
tao in tuqng, nhung anh biit khong, khach hang nao ciia
Co y thuc vi muc dich la yiu to quan
chiing tdi cung thich cdng vid chung tdi lam cho hq " .
trong doi vdi moi cdng ty va thuoc moi
linh vuc. Nhu Bill George cho biit: " Hien Ban phai co niim tin vao cdng vide ban dang lam, va ban
Hewlett-Packard co ve da xa rdi vdi y phai co kha nang truyin dat niim tin do din cho ngudi khac.
i n v e n t niem ban diu, nhung trong 40 nam "Con Sheldon noi tiip: " Dung nghi ring cdng vid ciia ban tim
thudng. Ban khong cin phai phat minh phuong phap chua tri logue chu ydu theo true giac, khong xuit phat tu chidn
benh nan y mdi cam thiy cong viec co y nghia. Ban cin truydn luqc kinh doanh nao ca " . Doi ngu nhin vidn liic biy gid
dat thong diep ddn moi nhin vidn ring cong viec ho dang gdm co ba ngudi lam viec toan thdi gian va bon ngudi lam
lam thuc su co y nghia, ring ho la mot thanh vien quan trong ban thdi gian; rieng John chua thi linh luong td lqi nhuan
cua bo phan dang thuc hien cong viec nay " . cua cong ty.
Mua xuin nim sau, quydn catalogue mau diu tien duqc
phat hanh. Ddn nam 1989, cong ty non tre co doanh so 4,8
Dung di sai ton chi trieu USD tang len 19,8 trieu USD vao nam 1990. Doi ngu
nhin vien tang len 80 ngudi, tit ca cung lam viec vdi nhau
Dit ra mot tlm nhin manh me vin chua du. Ban cin phai
mot each hoa hop hudng den mot muc tieu hua hen trong
lien tuc nhic nhd moi ngudi - kd ci chinh ban - tai sao ban
tuong lai, tuy chua xac dinh ro rang do la muc tieu gi.
lam viec nay va d tai day. Ndu khong xac dinh duqc tim nhin,
ban dl mit phuong hudng va di chech dudng. Du khong bao gid ngung cong vide dd vidt ra mot ban
tuydn bo ton chi, nhung sau nay John quydt dinh la tinh thin
John Peterman khdi diu cong ty bing mot kidu ao choang ciia cong ty bao gdm trong sau chu: Doc Dao, Thuc Chit,
mac ngoai che bui ma ong tim duqc d Jackson Hole, bang
Lang Man, Du Hanh, La Ky, va Xuit Sic. Cac san pham diu
Wyoming. Khi ong mac chide ao choang nay, ai ciing nhin
tidn cua Cong ty J . Peterman ddu tuin theo ton chi nay. Cho
ong va bay to nhung diu hieu khac nliau . Chide ao choang
ddn nam 1996, ton chi kinh doanh nay luon nim trong diu
tao nen hinh anh ling man cua cuoc phieu luu gio bui d chon
ong. Cung vdi ngudi ddng sang lap cong ty va giam ddc sang
xa xoi, in y ring ngudi mac dang co mot cuoc hanh trinh tri
tao, John luon danh thdi gian dd truydn tai tinh thin cua cong
thiic hoac diy xuc cam, tu do gay nen y tudng bing khuang.
ty ddn vdi nhin vidn. Tuy nhidn, vdi da md rong, tim nhin
Ong cam thiy con ngudi minh bien doi khi mac chide ao.
nay din bi rdi xa, va doanh thu chung lai. Dd’ kich ciu, ho dat
Ong nhan ra ring ong co thd thanh cong ndu tim ra san phim
ra nhidu kd hoach cho viec md rong mang ludi ban le va
khoi nguon cho nhung cam xuc nhu thd cua khach hang.
tuydn dung them nhin vidn.
Vao miia thu nam 1988, quyen catalogue diu tien cua
Vao nam 1995, J . Peterman trd thanh mot bidu tuqng
Cong ty J . Peterman vdi nhung hinh ve tring den va ldi
trong chuong trinh truydn hinh Seinfield. dang an khach. Vide
thuyet minh bay bong duqc phat hanh, trong do gidi thieu
xuit hidn lin diu tidn trdn chuong trinh truydn hinh Seinfield
^
tong cong bay mit hang. John noi: "Tdi in quy n cata ¬
cung danh diu mdc cho su chim dirt cua J . Peterman. Cung
luc do, gia giii buu lden va giay - hai trong so cac chi phi cao cong ty co gang chay dua trong tuyet vong de tlioat khoi khd
nhit - ddu tang. Cong ty con bi 16 nang trong nam nay. Ban khan, hq bi chdch hudng va cang luc cang di siu vao ngo cut.
quin tri co gang quan binh thu chi trong nam tidp theo chu Nam 1999, J . Peterman tuydn bo phi sin.
ydu qua viec giim quing cao va chi giii catalogue ddn nhung
John ki: " Khi tung ra sin phim dip ling dung theo siu
khach hang cd nhu ciu cao. Nhung cac nha diu tu tao them chu cua tinh thin cong ty, chung toi thanh cong. Khi di lech
ip luc cho su tang trudng, khidn cho cong ty cang xa rhi tim khoi siu chu dd , chung toi that bai. Cho ddn giai doan cuoi,
nhin ban dau. chung toi dang phat tridn chung loai 2.000 sin pham mdi
Sau nay, John nhan ra rang le ra hq phii giam so luqng nam. Khong th£ nao mdi nam tao ra 2.000 sin phim dung
chung load cua sin phim. " Ly thuydt ' cang nhidu cang tot' nghia lang man, doc dio, va cd thuc chit " .
khong dung vdi chung toi tren thuc td. Cang tung ra nhidu
loai sin pham - qua catalogue hoac cua hang - thi sin pham
cang kem dac sic, cang kem chit 'Peterman' " . Song that vai trim nhin
Cong ty lad phii doi mat voi mot khd khan khic song
Ngay ci khi ban tin vao tim nhin, ban vin thudng vip
song vdi khd khan diu. Cang dua nhidu sin phim ra thi
phii su chong ddi ciia nhung ngudi khong chia se cung quan
trudng, hq cang cin them nhan vidn dd hd trq cho day chuydn
diem, dac biet la khi tim nhin nay lien quan ddn viec do’i
sin xuit dang tang toe. Hq cung cin them hd thong kinh hudng di. Ban hay vung tin di theo con dudng da chon, dung
doanh de hd trq so nhan vien dong them va diy chuydn sin d £ vit cin nao chin ngang ldi di ciia ban .
xuat tit bat thdm. " Cung mot luc cd qua nhidu thay doi, va do
la con dudng nhanh chong di ddn thim hoa " . Trong diu thap nien 1980, Starbucks la ciia hang bin le
nho d Seattle, kinh doanh hat ca phe, may xay ca phd va may
Nha diu tu doi hoi tang trudng, va dd dat tang trudng hq
pha ca phd. Cadi duy nhit di ngudi tieu thu thudng thuc ca
muon ) ohn tuydn mo nhan tai tu bdn ngoai. Thoat nghe qua, phd Starbucks luc do la mua hat ca phd rdi dem vd nha tu xay
ydu ciu dd khong phii la vo ly. Nhung nhung quin tri vidn va tu pha udng. Khi dang lam phd diu tich phu trich tidp thi
mdi chua thich ung kip. " Chung toi khong cd thdi gian de
cho doanh nghiep duqc mot nam, Howard Schultz ddn Y dd
tidp tuc phit huy van hoa cong ty ma chung toi tin la vung
du mot hoi nghi. Trong thdi gian luu lai d Rome, ong bi cuon
chic. Vi did, nhom quin tri vidn mdi khong thd hoa nhap. Cd hut bdi ve quydn ru va lang man cua cic quan ca phd hoi -
su va cham; cd su hoang mang " . Din da, John mit quydn espresso.
kiem soit ngay khi cong ty dang tang tdc trd lai. Trong khi
mai vin la mot cong ty kinh doanh hat ca phe chinh hieu kiiu
'
Ong nhan thiy ngudi ta khong chi thich uo ng ca phe d
nha, noi ho xay va pha ca phe; ma con mudn ra ngoai di My duqc ua chuong ".
thudng thuc ca phe pha sin. Howard noi: "Starbucks da hoan
toan bo quen sic thai nay. Le ra chiing toi nen nghi din viec
khai thong tinh ling man va ky bi cua ca phe, trudc hit la d Khong de tai chinh can thiep
quan ca phe. Ngudi Y thiu hiiu mdi quan he ca nhan ma con
ngudi xay dung qua ca phe, hieu ung xa hoi cua ca phe. Toi
vdo quyet djnh
thiy kho tin la Starbucks d trong nganh kinh doanh ca phe Doi ngii nhan vien ki toan manh, gioi nghiep vu la bo
ma lai bo sot yiu to chii chdt do " . phan nong cot ciia bit ky cong ty nao. Nhung cong viec cua
Howard mang tim nhin va su phin khich do vi Seattle, ki toan vi &n khong phai la xiy dung chiin luqc, md rong tim
nhung khong thi thuyit phuc Starbucks thay doi hudng di. nhin, ma di kiim soat chat che chi phi. Vi the, quan diim cua
Khong nin long, ong am thim ip u giic mo cua minh va cudi ho thudng di nguqc vdi cip lanh dao khi mudn md rong,
cung rdi Starbucks di tu lam chu cac quan cafe 11 Giornaio cua phat triin cong ty. Ddi vdi ho, tit ca moi thu diu cd thi chip
rieng minh. Ong muon 11 Giornaio trd thanh mot chon thu nhan niu kiim soat duqc vin di tai chinh. The nhung, su di
gian chung cho moi ngudi. Day la ncri ho tarn thdi "tron len va phat triin ciia cong ty ddi khi phu thude vao mot quyit
lanh " cuoc song nhon nhip xung quanh di tim cho minh dinh mao hiim, chip nhin rui ro.
nhung khoanh khic tinh lang ben tach ca phe. Du ca phe la Hay tudng tuqng tinh hudng nay: Howard Schultz du
mat hang thong dung va binh thudng, nhung Howard tu tin dinh md quan cafe thu nhit d Seattle, va nhin vien ki toan
ring ong co thi long vao do su lang mam va y thiic xa hoi. ciia ong noi: " Chung ta nen giam chi phi vi da tieu ton qua
" Vdi 11 Giornaio, luc nao ban ciing co thi tim lai khong khi
nhiiu cho he thong anh sang va trang tri noi thit " . Diing la
thu gian, thoai mai ben tach ca phe. Chung toi co ging lam
Howard cd thi md them quan cafe vdi chi phi thip hon. Ong
khach hang me man vdi khong khi cua phong each, kiiu dang
ciing cd thi ban ca phe vdi gia ha hon. Nhung nhu thi miu
va chat lucrng " .
tliuin vdi tim nhin ciia ong. Ong muon thu hut khach hang
Howard khong chi ban ca phe. Giong nhu John bing phong each va kiiu dang rieng, va khong thi lam nhu
Peterman, ong con ban net quyin ru va lang man. Khi cac chu thi neu cit giam chi phi. Starbucks se mit di su doc dao d net
nhan ciia Starbucks quyit dinh ban Starbucks, Howard tan quyin ru va khong gian, va chic chin se khong bao gid dat
dung co hoi va mua lai ngay. Ong noi: " Niu khong bit gap din vi tri nhu ngay horn nay.
chit lang man cua ca phe espresso d Y, co le Starbucks mai
Ndu luon nliin su viec don thuin theo khia canh tai chinh thuong trudng. Trong thdi dai ma nhan vien thay doi viec lam
se khong giiip ban di dung theo ton dii. Hay de kd toan vien nhanh hon, khach hang so sanh gia ca tu noi nay qua noi
lam cong viec ciia ho, dung dd ho lam cong viec cua ban. khac nhigu hon, va nguoi diu tu nhay tut quy nay sang quy Ida
thuong xuyen hon, Garten lap luan ring giam ddc didu hanh
nao cd thd tao ra noi tha neo vung chic cho con tau cang cd
Tgi sao ban dang lam viec 6 day? vai trd quan trong hon bao gid hit.
Didu nay cung dung ngay ca ben ngoai van phong cip lanh
Ton chi ciia Ely Callaway khong phai la ban gay danh gon
dao. Ngudi chi huy cin cam nhan ro ton chi trong td chuc ciia
nhidu hon so vdi doi thu canh tranh. Didu nay cuoi cung
minh va nhung nguyen tic chi dao, dd hanh xii nhu chide la
thanh hien thuc, nhung do la ket qua - khong phai la muc
ban trong con song gid. Didu nay vuqt qua tim muc ciia chidn
tieu. Ton chi cua dng la tao sue hut ciia mon tlad thao nay doi
luqc doanh nghiep, thim sau xuong quydt dinh d cip do nho
vdi nhung ngudi choi gon d muc do tmng binh. Moi hanh
nhit. Chia se cam nhan vd hudng di va muc dich se giiip moi
dong, hudng di cua cong ty ddu xoay quanh muc tieu do, tar
quydt dinh - du Ion hay nho - ddu di dung dudng lbi.
viec thidt kd cay gay danh gon ddn qua gon, ngay ca kidu gay
Little Big Bertha danh cho tre em. Sau khi mot con bao tuydt thdi qua vung Dong Bic,
Ion chi ciia David Neeleman khi thanh lap JetBlue la dua
JetBlue gui tang phidu di may bay midn phi cho hang ngan
hanh khach bi mic ket khi cac phi trudng dong cua. Du viec
tinh nhan ban trd lai nganh hang khong thuong mai. JetBlue
trd chuydn bay la do yeu to khach quan, nhung cong ty vin
da tuan thu dung nhu thd, qua viec dat he thong ti vi cho
ngo ldi xin ldi khach hang. Mot dong thai nho nh
| t nhu thd
khach hang tu chon kenh d mbi ghd ngoi ddn viec phan bo
khidn cho JetBlue tidu tdn hang trieu USD. Nhung dong thai
nhan vien cham soc hanh khach.
do tuan thu dung theo tdn chi da dd ra va phu hop vdi tim
Thanh cong ciia hai cong ty tren la kdt qua true tidp ciia nhin la dua tinh nhan ban vao hang khong thuong mai.
viec thuc hien dung theo tim nliin.
Du la d vi tri cong viec nao, ban cung thing thin tra ldi
Trong cuon sach Mind of the CEO (Tri tug ciia giam doc cau hoi tu vin sau: "Tai sao tdi dang lam vide d day? " . Neu
dieu hanh ), nha nghien ciiu quan tri day dan Jeffrey Garten, ban khong tra ldi duqc, cd le ban dang gap sai lim d mot
trudngkhoa d Truong Quan ly Yale, giai thich ring dibu quan didm nao do. Erong tlidi dai kinh td nang dong va hoi nhap
trong doi vdi nha lanh dao la tim duqc mot chi£c la ban vung nay, le nao ban dd minh lam vao hoan canh khong bidt tai
chic dg chi hudng di dung trong vung bi£n song gio ciia sao minh dang d dd ?
Khoi nguon cam hung Nhu Marc Allen da viit trong quyin Visionary Business:
" Ddng tiin la le sdng cua moi to chuc, nhung td chirc cin
Co ngudi se bien luan ring trong mot doanh nghiep phai dat ra muc tieu thach thuc htm di tdn tai va phat triin ".
nhd , viec lam cho moi ngudi thau hieu va tin tudng vao ton
chi tuong ddi di dang, nhung trong nhung to chuc ldn thi
vi c nay rat kho khan - thim chi khong kha thi. Diiu nay la
^
chinh xac. Ban co the’ in ton chi len mat sau tim danh thiip
cua tit ca nhan vien hoac treo biiu ngu trong phong hop,
nhung lieu viec truyin tai ly tudng va tarn nhin vao suy
nghi, nhan thuc con ngudi se co hieu qua nhu die nao ?
Truyin tai ton chi trong mot to’ chuc ldn la mot thach thuc,
nhung khong phai khong lam duoc. Medtronic da minh
chung diiu do. Tuy khong phai la di dang, nhung viec
truyin tai nay cin co su phat huy va gin bd lien tuc tu cap
cao nhit. Nhu trudng hop ciia Medtronic, cong ty da duqc
din dap xiing dang khi cam nhan vi muc dich duqc chia se
trong khip ddi ngu nhan vien.
Va nhu ) . Peterman cho thiy, khi danh mat cam nhan
vi muc dich va di chech hudng, hau qua se vo cung tai hai.
Khi bi troi chat vdi nhung con so tai chinh, thuang luqng
hap ddng kinh doanh hoac tit bat ddi pho vdi nhung su
viec hang ngay, ban di mit phuong hudng vi tim nhin
ban diu .
I on chi khong chi don thuin la mot manh giiy dan tren
tudng hoac mot biiu ngu cang trong phong hop. Ton chi
chinh la nhung gia tri dich thuc cua cong ty, cin duqc phat
huy lien tuc.
DAM DAN DAU! 267
Chuong 17
TAO SAC THAI D ieu gi lam cho cong ty cua ban co net rieng biet so v&i cac
cong ty khac? Do khong hdn chi la. sdn phdm vi sdn phdm thu&ng
RIENG BIET ton tai cung v&i su phat trien cua cong ty. Su khac biet chinh Id
kinh nghiem, cam xuc vd moi dong cam md sdn phdm mang den
cho khach hang .
lheo dong th&i gian , m§i cdng ty too ra mdt sac thdi chuyen
biet, dinh hinh phong each cua ngu&i tieu thu nhdm dap ting v&i
thi tru&ng. Neu chi tap trung vao cac con so trong sd ke todn tai
chinh, ban co the bi thuc giuc cat giam chi phi khien chat luemg bi
anh hu&ng tai hai. Thay vi nhdm den tang doanh thu vd co them
lei nhudn, ban khdng nen bo qua mot cau hoi quan trong: Ban co
thi lam gi di tao ra sac thdi chuyen biet cho cong ty cua ban ? Cdu
trd l&i chinh la giai phap cho vide xdy dung niem tin cua khach
hang vao thuong hieu sdn phdm, thuong hieu cdng ty.
Phong each nhan ban

Sau khi David Neeleman thuc hien mot vai thay doi trong
nganh hang khong thuong mad, khach hang ling ho JetBlue
ndng nhiet dAn ndi United Airiines va Delta Airlines phai lap ban rugu cua gia dinh, ong nhan thAy mon hang nao ghi gia
n &n hai cong ty con vdi cung phuong thiic kinh doanh ban ve 99 cent se ban chay hon la klii ghi 1, 02 USD . 20 nam do, ong
gia ha - Ted va Song - trong nd luc gianh mot phin thi truong vAn tran trd vdi y tudng md mot cua hang trong do moi mon
ciia JetBlue. dAu co gia 99 cent cho rieng minh. Y tudng nay da trd thanh
’
DiAu gi da khien cho JetBlue co sAc thai chuyen biet? Co hien thuc khi ciia hang 99 Cents Only dAu tien khai truong
thA liet ke rAt nhiAu yeu to nhung yAu to doc dao nhAt ciia vao nam 1972, khi ong 50 tuoi.
JetBlue chinh la d phong each phuc vu. Phong each nay the Thanh cong bat dAu tit do, cua hang cua ong ngay cang
hien tu cAp cao nhAt: giam ddc diAu hanh lam viec tren Jdnh doanh tot dep. Trong vong 20 nam, ong md tren 200 ciia
chuyAn bay it nhAt mdi tuin mot lAn, giiip nhan vien chAt hang vdi cung hinh thiic kinh doanh ban gia ha va tao dung
hanh ly, don dep may bay... Them vao do la each to’ chiic hoat thanh mot mang ludi tri gia ca ti dola bang each luon mang
dong nhan su: 100% nhan vien nhan giu chd may bay va ban dAn cho khach hang nhung diAu vuot qua su mong doi ciia ho.
ve duoc phep lam viec d nha. DiAu nay tao tinh thAn hung Ngay khi mdi thanh lap, Dave da muon trang tri ciia hang
phAn cho nhan vien vi ai cung thxch ducrc lam viec theo gid ciia minh that long lAy. NAm bat tarn ly ciia phAn dong khach
giAc linh dong, trong khung canh thoai mai va khong phai di hang la khong mong doi gi nhiAu d mot mon hang chi co 99
chuyen m6i ngay. cent, nen ong muon tao an tuqng cho ho. Co nhiAu cua hang
Bing each thay doi each thuc quan ly thong thuong, ap dung each thiic ciia Dave nhung da sd ho chAt bita bai
David Neeleman da dat ra mot chuan muc mdi cho nganh nhung mon hang re tiAn va khong ai muon mua. Ciia hang
hang khong thuong mai va buoc doi thu ciia ong phai canh 99 Cents Only ciia Dave thi khac: sach se, thoang mat, vdi
tranh theo muc do cao hon. tiing day hang hoa cd thuong hieu duoc sAp xAp ngan nAp
nhu mot cong trinh nghe thuat. Ngay ca mang ludi Target
cung lAy lam hanh dien nAu tu
Luon dap ung vuot qua ho trung bay hang hoa trong
su mong dpi cua khath hang khung canh sach se nhu thA.
Dung vAy: biic anh "Vie Art of
Dave Gold khong phai la ngudi dAu tien nghi ra hinh Retailing" kho 2,7 x 2,1 m do
thuc kinh doanh giam gia, nhung ong da tao nen su dot pha nghe si nhiAp anh danh tiAng
khi ap dung cAch thiic nay. Trong khi lam viec cho cua hAng Andreas Gursky chup ben trong
mot cua hang 99 Cents Only dirge truing bay 6 Bao tang Nghe Them gid trj cho gid trj
thuat Metropolitan. Chi din thoang nhin qua cung bid day
khbng phai la mot ciia hang ban gia ha tim thuong. Khi Jill Birnbaum dugc 99 Cents Only moi mua bo but
Nhung khach hang lin diu din cua hang hiu nhu khong
muc long ha gia ciia mot nha san xuit mdi ndi lin vdi gia
40 cent, co nghi gia nay la cao. Khi vi din nha, co thay
trbng doi gi nhiiu. Nhung sau do tit ca diu bit ngd. Ro rang
ngudi ban cung phong su dung bo biit muc long giong
khong thi khong co in tugng tdt dep vdi moi thii ngan nip,
sach si va dugc sip dat theo he thong. Khi ra khoi ciia hang, nhu ciia co nhung vdi gia 9,99 USD. Ngay lap tuc, Jill quay
cam giac hai long lam khach hang tu nhu se quay trd lai lin trd lai mua nguyin Id but, va cua hang nhanh chong tiiu
thu hit vdi gia 99 cent. Do la chii y cua 99 Cents Only: tao
nua. Va lin tidp theo la ca gia dinh, ban be cung din. Do
chinh la yiu to thanh cong cua 99 Cents Only. cho khach hang ndi hao hue khi kham pha ra mon hang
nao do co gia thip hon noi khac. Va cam giac ciia khach
Du 99 Cents Only thuong mua lai hang hoa d nhung hang dung nhu thi.
noi sip dong ciia hoac sin pham khong tim dugc ngudn
tiiu thu , nhung 55% gia tri hang trung bay la tu cac nhi
Khi 99 Cents Only bit diu bay ban rugu vang, khach
san xuit ldn, co thuong hieu quen tliuoc. O 99 Cents Only, hang to ra nghi ngai chit lugng ciia loai rugu vang nay. Suy
ban co the tim thay thuong hieu noi tiing toan ciu nhu cho cung, khi ban tra 99 cent de mua mot chai rugu vang, ban
Heinz ( nude xot ca chua, nude ep trai ciy, dung cu nha
nghi loai rugu vang nay hin co huong vi vo cung te! Khi to
Los Angeles Times ding mot bai bao birth chqn cac loai rugu
bip...) , Kraft (thuc phim ) , Yoplait (san pham sua ), Ivory
Liquid ( nude rua bat dia, xa phong... ) , Haagen-Dazs ( kem vang ngon nhit co gia dudi 5 USD, bai bao chia rugu thanh
4 loai: tu hang thip nhit la " di do xuong cong ” din loai " mdi
lanh, sua chua... ).
ke thii " , cho den " thich hap cho gia dinh " va cao nhat la
Gii tri 45% hang hoa con lai la co hoi cho khach hang " hinh dien mdi khach " . Loai rugu vang duy nhit dugc xip
tim kiim may min. Khach hang di dao qua cac quiy trong vao haatg " hinh dien mdi khach " la tir ciia hang 99 Cents
cam giac giong nhu dang sin lung kho bau. Hg co thi tim Only. Khi bai bao din tay ban dqc, 17.000 chai rugu vang con
thiy nhiiu mon hang co gia thip din muc khong thi tin lai dugc ban sach trong vong hai gid. 99 Cents Only vin ban
dugc, va khong thi cudng lai y muon mua nliung thu khong rugu vang niu tim dugc nguon hang cung ung thich hgp, va
chu dinh do. 45% hang hoa con lai nay dem lai ngudn doanh cac ciia hang mdi md da tao thim khu vuc mua sim die biet
thu on dinli dio 99 Cents Only khi xoay vong nhanh din ndi " Cho Ngudi Sanh Diiu " .
chi chiim 2% lugng hang ton kho cua 99 Cents Only!
Mot diim dac biet lam 99 Cents Only trd nen khac biet
vdi doi thu la phong each phuc vu. 99 Cents Only thuong md
Mang den thuc chat
cua sdm han va dong cua muon hon so voi thoi gian quy Vao diu thap nien 1990, Albert
dinh. Chi cin mot chut linh dong nho cung khien khach Straus va ngudi em gai Vivian doi
hang hai long. Dave giai thich: "Toi luon buc boi moi khi din dien vdi nguy co bi mit trang trai
mot trung tarn bach hoa sdm chi khoang 5 phut thi danh bo siia cua gia dinh. Nhiing trang
phai chd dqi vi khong co ai don Imp " . trai bo siia nho nhu gia dinh
Dave da tao dung 99 Cents Only thanh mot hien tuqng Straus dang din biin mit vdi tdc
van hoa. Cac ban nhac Goo Goo Dolls va The Rolling do dang bao dong: trong so 150 trang trai d Marin,
Stones da tung thu hinh bubi trinh diln trong cua hang cua California, chi con tdn tai khong din 30 trang trai. Trong khi
ong. Nhiing sieu sao nhu Richard Gere, Vanna White va nhiing trang trai thuong mai co quy md ldn ngay cang phat
Martha Stewart ciing di mua sim d 99 Cents Only. Diiu triin, cuoc song cua nhiing gia dinh chii trang trai nho cang
nay da chung minh rang khong cin phai bo them tiin niu trd nen kho khan. Albert biit da din luc phai lam diiu gi do
khong that su cin thiet. khac bigt di tdn tai.
Trong vong 20 nam, Dave xay dung 99 Cents Only tu Khi co khach hang din gap ong ban vi viec cimg cap siia
mot ciia hang nho gin phi trudng Los Angeles rdi din md hiiu co di lam siia chua, mot y tudng moi loe len trong Albert.
rong thanh mot mang ludi cua hang tri gia hang ti do la. Co Ong da tung hoc mot khoa hoc vi thuc pham hiiu co khi con
rat nhiiu yiu to dong gop vao thanh cong cua Dave. Ong a dai hoc, nhung ong vln chua hinh dung ro rang thi nao la
quan tarn din ddi song va phuc lqi cua nhan vien, luon n£ u chit hiiu co trong san pham siia. Du khach hang do da tu bo y
guong cho moi ngudi, va chi tieu rit cin than. Nhung co mot tudng nay, nhung Albert van muon nghien cuu tim hiiu them.
diiu co ban la xuyen suot nhiiu nam, Dave diu mang din Nam 1993, trang trai gia dinh Straus trd thanh trang trai
cho khach hang nhiing diiu vuqt qua su mong dqi cua ho, diu tien vung tay song Mississippi duqc cip giay chiing nhan
duy tri duqc su gin bo cua nhiing khach hang trung thanh san xuit siia hiiu co. Di duqc chung nhan tieu chuin hiiu co,
cung nhu su ngudng mo cua nhiing ngudi von luon nghi ngd trong vdng ba nam trang trai khong duqc su dung thude tni
luc diu. sau, thuoc diet co, hoac phan bon tong hop. Trang trai cung
khong su dung kich thich to hoac khang sinh cho bo, va tit
ci cac loai thuc an nuoi bo phai co ngudn gdc hiiu co.
Nim 1994, bon ngay sau khi chinh phu lien bang cho loai kem cho biat kem hiiu co cua Straus Family Creamery
phep sd dung ki'ch thich to tang trudng cho bo, Albert khai ngon hon kem Haagen-Dazs.
truong Straus Family Creamery de dong chai siia va cac san Tha la 10 ndm sau con kho khin, mot trang trai gia dinh
pham tu siia. Trong khi cac trang trad khac mo rong quy da trd nan viing manh. Cac trang trai quanh vung bat diu sap
mo dd ha gia thanh san xuit, Albert vin chi nuoi mot dan
nhap vdi Straus Family Creamery. Hian nay, Straus Family
bo nho dd duy tri chat luqng cua dit trong co va sue khoe
Creamery san xuit siia hiiu co, siia chua, pho mat va kem
cua bo.
lanh cao cip cung cip cho cac mang ludi phan phoi ldn .
Albert tidn them mot bude: nd luc ap dung nhung Doanh thu tang hon hai lin trong khi chi phi giam hin .
phuong thuc than thien vdi moi trudng va giam ngudn phi
Nhd chon hudng di dung din, co tim nltin xa trong rong,
thai. Ong diu tu vao he thong u chat phd thai da tao khi dot
kat hop vdi tinh thin trach nhiem trong viac bao va moi trudng,
sinh hoc rdi dung khi dot nay da phat dien, va luqng didn
Straus Family Creamery da tao dung duqc mot thuong liieu uy
phat ra da nhidu gap hai nhu ciu dien cua xudng dong chai.
tilt vdi sd luqng khach hang trung thanh ngay cang cao.
Ong con hoan luu nude va dam bao tranh dung load hoa chat
co hai cho moi trudng.
Straus Family Creamery bat diu ban sua dung trong chai Neu khong hanh dien ve san phdm,
thuy tinh co thd dung lai. Vi mot chai thuy tinh trung birth co
the duqc su dung lai bay lin, nan each lam nay giam chi phi
dung dan ten ban ien do
dang ka. Tuy khach hang phai dem chai tra lai, nhung da so Mot phin quan trong trong vide bao ve gia tri thuong
moi ngudi hoan nghanh nd luc cua cong ty trong viac bao va
hidu la diing tim each giam chi phi ndu anh hudng xiu din
moi trudng.
chit luqng.
Din nam 2003, tiic 10 nam sau khi chuyan quatiau chuan Trong qua trinh md rong hoat dong cua cong ty, Legal
huu co, Straus Family Creamery da dua ra thi trudng ba hiau
Seafoods van chuyan thuc an hai san toan nude My bing
kem lanh lam tu siia hiiu co, co huong vi thorn ngon nhu
cong-ten- no duqc cha tao d&c biat cho muc dich nay. Bing
tliuong hieu Haagen-Dazs nhung chi chiia nguyan liau hiiu
each do, cong ty da lan toa thuong hieu cua minh di xa hon.
co - khong tham pha’m mau hoic hoa chit tao mui. Va-ni
Xet qua vi tri cua mot cong ty hai san kem tham nha hang hai
duqc cha tii hat va-ni thuc su, con dau tay duqc lam tii nude
san, vide kinlt doanh hai san bing each gui chuydn phat
ep diu. Khi thu nghiem, 50% ngudi duqc bit mit da nem hai
nhaiih la diiu hoan toin hop ly. Legal Seafoods dang phat
trien dua tren mat manh ciia minh.
Dung chap nhgn giai phap nun voi
Trong khi cic nha hang dang dong khach vi nganh kinh Mdi nim Boston Beer diu dem thai bo mot luqng bia
doanh hai sin qua dudng chuyin phat nhanh dang khcri dong Samuel Adams tri gia ca trieu do la vi qua han su dung. Khong
manh, budc ki dip trong viec khai thac thuong hieu la hoat giong nhu san pham siia, bia qua han su dung khong gay vin
dong ban si de’ cung cip thuc an hai san cho sieu thi, gidng nhu di vi an toan ve sinh thuc phim; ma chi thuin tuy la vi
cadi Crispy Kreme cung cip birth vong. Legal Seafoods ky hop huong vi. Bing hanh dong nay, Jim Koch gidp bia Samuel
ddng vdi cac nha cung ung hai san, tu thiit ki bao bi, va huy Adams vuqt len tren moi doi thu canh tranh.
dong moi ngudn luc de ban si thuc an hai san - bat diu vdi mon Nha san xult nao cung biit ring bia mit huong vi khi gap
tliit trai him. Khi Id hang diu tien da sin sang de dem di giao, anh sang hoic qua han su dung, nhung khong vi thi ma hq
Roger Berkowitz cho ngung lai tit ca. Ong giai thich: " Mon nay chip nhan loai bd bia cu. Du sao, do chinh la tiin bac, va hq
co thi chip nhan duqc, nhung huong vi chua duqc ngon " . nghl ring nhiiu khach hang khong nhan ra su khac bid. Lhay
Du quyit dinh nay khiin cho Legal Seafoods ton mot vi ghi ngay u bia len chai bia nhu nhirng hang bia khac, ngay
khoan tiin khi cao - chua ki thdi gian va nguon luc da bo ra tu diu, bia Samuel Adams luon ghi ngay hit han tren bao bi.
- nhung Roger luon tin ring do la vide dung din phai lam. Jim giai thich: " Niu ghi ngay vlt sua len bao bi cua sua thi
Thuong hieu cua Legal Seafoods co gia tri hon rat nhilu so vdi giup ich duqc gi ? Ban mudn tu minh suy ra la sua con tdt
so tiin bi tieu ton do. khong hay sao ? " . Niu 16 hang nao duqc tru qua han, ong se
ngung khong phin phoi du viec nay lam giam lqi nhuin va
) ohn Lassiter ciing dua ra cung quyit dinh nhu vay d Pixar
ting chi phi di thu hdi va xii ly.
Animations Studios khi viec thuc hien bo pliim Toy Story 2
gin din ky kit thuc. Du da bo ra hai nam rudi, nhung bo Boston Beer con tiin hanh thuc hien 12.000 cuqc kiim tra
phim khong duqc hay llm va hoi kit khong duqc chu toan . chit luqng tren bia tuoi khip nude My. Cua hang nao kinh
Trong liic do, Pixar lai dang chay dua vdi tlidi gian. Lhay vi doanh bia Samuel Adams diu trai qua it nhit 2 lin kiem tra
tiip tuc, Pixar manh dan bo di kich ban va lam lai tu diu ca mdi nim.
bo phim trong diin thing. Bo phim ra ddi nhanh chong trd Bia tuoi tru d quin co the giam chit luqng do khong du
nen in khach, thim chi doanh thu con cao hon ca phin 1. do lanh, thung chua bia khong duqc sadi, hoic may nen khi
Niu Pixar khong hanh dong nhu vay, chic chin Toy Story 2 se bom oxy thay vi khi cacbonic hoic nito vao bia.
khong giup Pixar dip tuc budc dudng chiin thing.
Tit ca nhin vien tiip thi Samuel Adams diu duqc dio tao vi Ngoii viec thinh lap trang trai sua hiiu co diu tien Straus
ky ning nim bia. Ho din cac quan bia ma khong thong bao Family Creamery d miin lay nude My, Albeit Straus con di
trudc, kiem tra thung chua bia, tu lanh va nhiet do, rdi nim thii diu trong vide ap dung nhung phuong phap di bao vi moi
bia. Niu huong vi khong dat va niu quan bia khong chiu giai trudng, tu viec tao khi sinh hoc di tu phat ra dien din su dung
quyit vin di khiin bia hip tuc giam chit luqng, quan nay se chai dung sua dung lai duqc. Ong la ngudi tien phong va tao
khong thi ban bia Samuel Adams duqc nua. Jim noi: " Chung toi ngudn cam hung cho cac trang trai khac noi theo.
se cuong quyit nit lad nhuqng quyin bin bia niu bia khong Ca Legal Seafoods va Boston Beer diu chip nhan mit lqi
duqc bao quan dung each. Khi ban bude vao mot quan bia, ban
nhuan hon la chiu nii ro anh hudng din thuong hieu .
khong the biit lieu ho co giu thung bia duqc sach hoac tru lanh
d dung nhiet do hay khong. Do la cong viec cua chung toi. Ban Tuong tu, Pixar thuc hien lai tu diu bo phim Toy Story 2
co the an tim ring Samuel Adams co chit luqng dang tin cay tliay vi dio trinh chiiu bo phim ma ho khong hai long.
nhit trong cac loai bia ". Vi liu dai, khoan diu tu de tao chit Danh tiing cua cong ty la tai san vo cung quy bau. Suy
luqng on dinh luon dem lad lqi nhuan va long tin. nghi cua khach hang vi cong ty va thuemg hieu cua cong ty
tuy thuoc vao mdi quyit dinh ma cip lanh dao di ra. Trong
moi trudng kinh doanh day canh tranh, hay luon tim each
Thuong hieu cong ty cung Id di cong ty trd nen ndi bat va tap trung su chu y cua moi
mot son phdm ngudi. Niu diiu nay buoc ban phai ton kem chi phi nhat
thdi hay thay ddi moi quan he, thi do la diiu cin thiit cho
Bing each cam kit luon mang din cho khach hang chit tuong lai cua cong ty.
luqng san phim cao, ban co thi duy tri va bao ve gia tri
tliuong hieu ciia cong ty ban.
Dave Gold di tao dung 99 Cents Only thanh cong ty tri
gia hang ti do la bing each mang din cho khach hang nhung
gia tri cao hon ho mong dqi. Cung nhu Doug Dayton trong
thdi gian diu cua mang ludi ciia hang Target, Dave lien tuc
giy ngac nliien cho khach hang - nhung ngudi von khong
nghi 99 Cents Only ban hang hoa gia ha co chit luqng cao.
DAM DAN DAU! 283
Chuong 18
NHAN VIEN 5 u ton tai cung nhu thanh cdng cm mot cdng ty hoan torn
phu thudc i>ao doi ngu nhdn vien. Neu nhdn vien dong Idng , cdng ty
LA NGUON TAI SAN hoan toan co the dat dupe bat ky muc tieu nao. Ngupc lai, ddu hieu
nguy hiem nhdt cua mdt cdng ty la su suy thodi ddi ngu nhdn vien.
CO GIA TRI NHAT Mdt sd' cdng ty nghi rang luong bdng Id yeu td' chinh yeu de giu
chdn nhdn vien. Vi vay, cdng ty da de ra nhung muc tieu trong cdng
viec gan lien vdi muc thudng. Dieu nay co the la dung, nhung neu
dung tai do, thi hieu qua cua phuemg phap nay se chi la tqm thin ,
khdng thi la mdt chien lupc ddi Idu. Dieu quan trong Id ban phai rim
hieu vd nam bat dupe nhu cau, mong muon, nhung uu tien, sdthich
ngodi cdng viec, muc dich cudc song cua twig nhdn vien. Tu; do, trong
.
kha ndng cua cdng ty ban hay dua ra nhung hudng giai quyet tit
nhdt dap ung dupe nhung dieu do. Nhirng hanh ddng nay se cung cd'
them cho niem tin, Idng trung thanh vd tan tdm cua nhdn vien.
TO Quan ly bang trdi tim

Khi Marilyn Carlson Nelson k£ nhiem cha, trd thanh giam
doc di£u hanh ciia Carlson Companies, ba khdng tidp tuc
phong each quan ly bang sue manh tinh than va ky luat sat duqc danh gia hay cong nhan xung dang, ca to’ chuc se dong
nhu ngudi cha. Marilyn bit diu xay dung dlu In cho rieng tarn hiep luc dl di ldn.
minh bang each mo rong phuc lqi, thanh lap chuong trinh Ngudi ddng sang lap Home Depot, Arthur Blank, da nit ra
chia se lqi tuc, cho phep gib gilc lam viec linh dong, lap nha kinh nghiem: " Nlu cac cong su cam thly chung toi khong
giti tre, tiln thudng gin liln vdi muc tang trudng. Ba mong quan tam din ho, thi ho se khong quan tim din khach hang
muon Carlson Companies se trd thanh gia dinh ciia nhung gia cua chung toi " .
dinh. Marilyn giai thich: " Ban co the lanh dao mot cong ty Idn
bang trai tim, nhung do phai la mot trai tim kit hop vdi ly tri " .
Theo ldi nhan xet cua Trudy JRautio - Chii tich cua Carlson Moi trurnig lam viec than thien vdi tre em
Hotels Worldwide: " Marilyn thuc su lanh dao blng cai tarn. Ba
ly co kha nang doc dao chilm lly trai tim ban trude va rbi ban Vdi doanh so’ hang nim dat 40
se sin sang dcd song lip biln de giup ba dat duqc muc tieu " . Mitchell Gold tridu USD, Cong ty Mitchell Gold
+ Bob Williams Furniture chuyen cung ung cac san
Dave Gold ciing co cung quan dilm nhu Marilyn. Ong
phlm trang tri noi thlt cho khach
doi xu vdi nhan vidn blng su rong luqng va ton trong. O 99
hang qua he thong ban le, va qua catalogue. San phlm ciia
Cents Only, ngay ca tai xe xe tai, nhan vien nha kho va nhan
cong ty cung duqc khach hang d chau Au va chau A ua
vien ban hang dlu duqc dai ngo xung dang. Moi nhan vien
chuong. Viec kinh doanh dang tiln trien thuan lqi vdi muc
dlu duqc bao hiem y tl, va ngay ca nhan vien lam viec ban
doanh so tang dlu.
thdi gian cung duqc mua co’ philu. Vdi gia co’ philu lien tuc
tang cao, nhan vien cua 99 Cents Only co nhilu ly do dl vui Thl nhung, Mitchell Gold nhan thly cu din 4 gid chilu la
mung. Blng each dai ngo dting muc nhan vien, Dave da tao nSng suit lam vide ciia nhan vidn giam hln . Ngudi cd con
ndn moi trudng lam vide sinh dong va dat nln mong dl cong nho khong thl tap trung lam vide vi phai lo ling dl di don
ty thanh cong vuqt bac. con d nha tre cho kip gid. Nhilu trung tam giu tre tinh them
phi nlu cha me den don con muon. Khong kho dl doan ra
Khi nha lanh dao xay dung van hda cong ty dua tren su
nhan vidn dat uu tidn nao giiia vide don con va hoan tit cong
ton trong doi vdi nhan vien va kit hop vdi cam nhan vl muc
viec. Mac du Mitchell khong cd con nho, nhung ong cung
dich, nhan vien se phln khdi trong cong vide - va dilu nay rat
cam nhan duqc su cang thing va vlt va cua nhan vidn. Ong
dl nhan bilt. Khi nhan vien thly ring ho dang nlm giu vai
khong bilt lam each nio dl on dinh lai tinh hinh nay.
trd quan trong, duqc chinh phuc nhung thu thach mdi va
Khi lap kg hoach md rong co sd vi xiy dung them nha 55 trong sd nay cd cha me hoic ong ba lam vigc trong cong
may, Mitchell de nghi vdi Bob Williams, ngudi cung him von, ty. lac dong doi vdi tinh thin lam vigc cua nhin vign that la
thick kg them mot co sd giu tre vao bang ke hoach chi tick. tich cue.
Ong chi nghi don gian: mot nha giu tre trong cong ty se giiip Cong ty di tao ra mot mdi trudng lim vigc hoan toan mdi
giai quygt ndi lo ling cua nhin vign khi lam viec. me. Nha giu tre md cua cho din khi dua tre cuoi cung duqc
Mitchell va Bob lap tuc vip phai su phan khang cua luat su don vi ma khong tinh thgm phi, ngay ca vao ngay cuoi tuin .
va kg toan cua cong ty cung nhu cong ty bao higm bgn ngoai. Gia giu tre khong nhim muc dich tao lqi nhuin, ngn chi vua
lit ca dgu lo ling vg trach nhiem trudc phap luat niu co su cd du di trang trai chi phi.
xay ra d nha giu tre. Hon nua, vigc md mot nha giu tre phai dap Mqi nhin vign cd con chau gui d nha giu tre trong cong
ung nhigu quy dinh vg kign true, thiit kg noi thit, giao due, ty diu cam thiy thoii mai. Hq cd co hoi tham nom liic ranh
dinh dudng, an toan... Cd rat nhigu ygu td cin phai can nhic. rdi, cung an trua, cung di dao, ... Bon tre cung vui thich vi biit
Mitchell nhd din mot cong ty khac hien cung cd nha giu cha me hoac ong ba dang lam vigc d gin minh. Mitchell cung
tre, ngn ong bao luat su cua cong ty: "Tdi hoan toan hieu khong bit buoc nhin vign phai bim the ghi gib khi hq muon
duqc su ngin ngai cua anh, vi thg dung lo ling vg viec nay ra ngoai thim con. 'l'hay vi doi mit trong chiing ddng hd liic
nua. Tdi sg tim luit su da tu van viec nha giu tre cho cong ty 4 gid chiiu de chay di don con nhu liic trudc, biy gib nhin
kia dg nhd anh ta lo vigc nay, va cd lg la nhigu vigc khac cd vign cd thg toan tim vao cong vigc.
lign quan din du an md rong lin nay " .
Cong ty Mitchell Gold khong dung lai d nha giu tre. Cong
Nghe din do, luit su cua ong voi ndi: "Tdi nghi la minh ty con quan tim dgn sue khoe cua nhin vign. Hing nim cong
cd thi nghign cuu vg viec nay " . Doi vdi ki toan vign cua cong ty dgu td chuc chuong trinh khim sue khoe toan dien cho tit
ty va cong ty bao hiim, Mitchell cung ap dung chiin thuat ca nhin vign. Nhd cd chuong trinh nay, nhigu cin benh di
tuong tu: ong di nghi mdi cong ty bao hiim va ki toan vign duqc phat hign va chua tri kip thdi. Bgn canh do, cong ty xiy
da giup thanh lip nha giu tre cho cong ty kia din thuc hien y thgm mot nha thg’ thao de nhin vign giai tri, va thudng xuygn
tudng. Thi la hq ehuyin tu thai do chong doi sang ung ho cai thign chit luqng bua in oia cong ty.
bang each xay dung duqc phuong an trien khai, va cuoi cung Cd quan digm cho ring, ban chi cd thg trang bi nhiing
nha giu tre oia cong ty da md cua. digu kign tot nhit cho nhin vign khi kha ning tai chinh ciia
Vao luc niy, cong ty cd 300 nhan vign. Nim nim sau, ban cho phep. Mitchell Gold lai tin ring ngu khong cung ling
con so nay tang lgn gin gip doi, va nha giu tre nhan 75 em, nhung dich vu chim soc nhin vign nhu thg, tai chinh cua
cong ty ong co the suy giim. Ket qua that dieu ky. Trong so 75 Do lqi tuc ca nhan duqc gin Uin vdi lqi nhuan, nen cac
nha may toa lac trong ban kinh 80 km, cong ty vat dung noi nha quin ly da nd luc cham soc nha hang ciia ho, ke ci trong
that Mitchell Gold co nang suit lao dong cao nhit, lqi nhuan viec tuyin dung va dao tao nhan vien dudi quyin. Ho lam
theo diu nhan vien cao nhat va ty le thay doi nhan vien thip moi cich de thu hut khach hang bang khung cinh, thuc an va
nhat. Mitchell nhan xet: " Nhin vao kit qua nay, toi biit chi dich vu. Khi doanh thu ciia nha hang ting, doanh thu ciia
phi minh bo ra la rat xiing dang " . doanh nghidp ciing ting, va di nhien lqi tuc cho nha quin ly
nha hang do tang theo.
Outback Steakhouse con co chinh sach cho nha quin ly
Con nguoi la tren het cap vung duqc hudng 10% lqi nhuan thu duqc trong vung ciia
ho, va them chi do thudng 25% lqi nhuan cua mdi nha hang
HMHHH Mot doanh nghiep khac tao
cho nhan vien lam vide trong nha hang do. Niu nha hang
|OUTBACK! duqc lqi nhuan khong 16 nha
vuqt chi tieu vi lqi nhuan va tang lqi nhuan cua quy so vdi
dat nhan len tren het
ciing ky nam trude, moi nhin vien lam vide tren 10 gid mdi
Outback Steakhouse. Khi
tuin diu duqc thudng them.
Chris Sullivan va hai nguoi ban hun von md nha hang
Outback Steakhouse diu tien vao nam 1988, thay vi ap dung Ba nha sang lap Outback Steakhouse nhan rit nhiiu ldi
phuong thuc truyin thong, ba nguoi quyit dinh biin cac nha khuyen tu cac chuyen gia trong nganh dich vii an uong, cho
quin ly thanh chu so huu qua mot cong thuc chia se lqi ring ho dang mao hiem khi giao quyin quin ly cac nha hang
nhuan doc dio. Cac nha quin ly Idem chu so huu nha hang cho nhan vien. Co cin thiit phii phan chia din 45% lqi
( nhung khong scr huu 100% ) ky hop ddng 5 nam va tu bo ra nhuan ciia mdi nha hang ? Ba nha sang lap co cau tri ldi rit
25 ngan USD lam von, de do’i liy 10% lqi nhuan va tiin don gian. Thong thudng di tuyin dung va dao tao mot nguoi
luong, them quyin duqc mua co’ phiiu. Phuong thuc nay to quin ly mdi, Outback Steakhouse phii tieu ton hang trieu
ra co hieu nghiem khi giup mot nhan vien an luong mdi nam do la. Niu co thi giu chin cic quin ly lam vide liu dai hon va
45.000 USD thanh trieu phu khi hop dong hit ham. Co din khiin cho ho lam vide nhu thi ho thuc su lam chu, Outback
95% s6 quin ly nha hang lam viec vdi Outback Steakhouse Steakhouse se duqc hudng lqi. Cach thuc quin ly ciia ci ba
trong it nhit 5 nam, va khoing 80% nguoi gia han hop ding nha sang lip xem trong su tin tudng, su lam chu, su phan
sau 5 nam. Su gin bo cua doi ngu quin ly ky cuu tao cho quyin, ciing nhu chia se lqi tuc. Qua vide phin quyin, cac
Outback Steakhouse lqi thi canh tranh manh me. quin ly nha hang co dong luc manh me dd cliam soc nha hang
chu dao nen cip tong quin khong can nhidu nhan su dd giant Khi mdi chin udt chan rao nhin vi tri vidt ldi quang cao
sat co so. Day la ydu to chinh trong viec tao da tang trudng cua thuong hidu d Leo Burnett, mot cong ty noi tidng trong nganh
mang ludi nha hang. dich vu quang cao, Carol Williams ddn gap giam doc sang tao
vdi mot y tudng dio Pillsbury, khadt hang ldn nhit cua cong
Khong theo thong IS, cac nha hang Outback Steakhouse chi
mdr ciia vao buoi toi. Bing each chu tarn vao dich vu bua an toi, ty. Luc nay, cong ty dang di tim y tudng dd thuc hien mot
chidn dich quang cao banh quy va y tudng cua Carol trd
ho co thd ddn moi nd luc phuc vu xuit sic cho mot ca lam vide.
thanh chu dd chinh cho chidn dich nay. Carol lai tidp tuc vdi
Nhin vien co them then gian dto gia dinh hoic tham gia vao
hoat dong xa hoi. Ho cung duqc nghi ngoi diy du, luon bat diu mot chidn dich thanh cong khac cho Pillsbury.
ca lam vide vdi tinh thin thoai mai. Ngoai thanh txch tao Iqi Vao thap nidn 1960, Carol gap nhidu bit lqi vi ba la phu nu
nhuin hang nam trung binh 3 trieu USD d mdi nha hang, gdc Phi, nhung ba luon the hien su sang tao va quydt tim lam
mang ludi Outback Steakhouse con lien tuc dat chuin muc cao viec khong met mdi. Ba khong e ngai truth bay y tudng mdi hoac
vd chit lupng dich vu va su hai long cua khach hang. sin sang darn nhan mot nhidm vu diy thach thuc. Su thanh
Moi nguoi ting ho ndng nhidt phuong each cua Outback cong cua ba ngoai n6 luc cua ban than, con nhd su din dit,
Steakhouse trong viec phin quydn quan ly va chia se lqi hudng din tan tinh cua nhung ngudi quan ly cip trdn, giup ba
nhuan. Co ngudi tidn than tu vi tri pha ruqu, lam bdi ban... co them ky nang va tu tin dd vucrn len trong su nghiep cua minh.
roi danh dum 25.000 USD tu diu tu dd trd thanh quan ly nha Carol noi: "Toi hoc hoi rit nhidu tu nhung con ngudi vi
hang. Nhidu nha quan ly co co hoi lam chu thuc su cua hang dai do. Toi quan sat each ho lam vide, lanh dao, tu duy va ca
ho dang phuc vu. hanh dong. Nhd duqc tiep xuc vdi ho, duqc ho din dit, toi
da di ldn rit nhidu ".
Khi giao cho Carol chidn dich quang cao san phim
Huong dan va dao tao Secret, cip trdn yeu ciu ba cam kdt kltong duqc bo ngang
nhiem vu nay. Vao luc do, Secret la thuong hidu cua thude
Cham soc nhan vien khong chi bing each tri luong va
khu chong do’ mo hoi rit co hidu qua. Tu kinh nghiem ca
phuc lqi cao. Phin quan trong khong kem la each thuc ban
nhan, Carol bidt ring phu nu lam vide van phdng la doi
dbi xu vdi nhan vien. Thay vi chi chu trong vao lqi nhuan va
nang suit, ban nen tao ra mot moi trudng lam vide giup nhan tuqng chinh ciia Secret. Carol nim bity tudng nay trong mot
vien thang tidn, trong dd cip tren luon hudng din va hd trq
khiu hidu: " Du mqnh cho ddn dng, nhung ddnh cho phu nu" .
Cau khiu hidu nay da gay in tuqng manh me. Trong vong 6
cho nhin vien .
thing, Secret trd thanh thuong hieu ban chay nhit trong so lam nay vua kit hop phin thudng vita dg huin luyen dao tao.
cac san phim cung loai, va tiip tuc giu vi tri nay trong 25 Brighton Collectibles din mot nhom 80 chii cua hang di
nam kg tiip. Trung Qudc dg tliam quan mot nha may dang sin xuit dong
Khi Carol tao dung cong ty cua rigng minh, ba vln tiip hd deo tay cho ho. Nam sau, Brighton Collectibles tigp tuc tai
tuc vdi cung nhung nguygn tic truck day da giup ba thang trq toan bo chi phi di din 110 chu ciia hang din Maui,
tiin trong nghi nghiep. Thay vi chi chii trong vao khia canh Hawaii. Kgt hop vdi chuyin di, Jerry thug chuygn gia dgn
chu toan cong vigc, ba con no luc dan dit va phat triin nhin giang vi mot so chuygn di nhu tuyin dung nhan vign, tigp thi
vign ca trong cong vigc va cube song rigng cua ho. Carol noi: va nghigp vu ki toan di giup cac chu cua hang md rong ky
" Cong viec cua toi la phat trign, hudng din va nuoi dudng tai nang quan ly. Jerry hiiu ro cac chii ciia hang doc lap chinh la
nang, va xay dung mdi trudng lam vigc tot nhit di ho phat vdn diu tu cho tuong lai va la chia khoa cho su thanh cong
huy nhung tai nang iy " . ciia Brighton Collectibles.
Bing each chu trong din viec phat triin nguon nhan luc Jerry giai thich: "Trong trung tim bach hoa, nhan vign
va nuoi dudng tai nang cua ho, ba da dua cong ty quang cao duqc hudng din each giu chan khach di ban hang cho ho.
Carol H . Williams trd thanh mot trong nhung cong ty quang Con chung toi chi din each loi keo lchach hang din vdi
cao ldn nhit do ngudi My goc Phi lam chii, vdi doanh so mdi chiing toi " .
nam khoang 130 trigu USD, va nhiiu khach hang la nhung Ngoai ra, trong chuyin tham quan, cac chii ciia hang co dip
tip doan da quoc gia.
trao doi cung nhau, di chia se kinh nghiem va y tudng. " Khi
ban tap hop 100 doanh nhin va di ho ngdi lai vdi nhau, cung
nhau thao luan, thi ho sg dua ra hang tram y tudng. " - Jerry noi.
Con ngudi la von dau tu Ion nhat Bob Stiller cung lam theo each nhu thi d Green Mountain
Vigc quan tim dgn con ngudi khong chi gidi han trong doi Coffee Roasters. Cong ty dio phep nhin vign nghi phep co
ngu nhan vign, ma ngn md rong dgn nhung ngudi co anh luong di lam cong vigc rigng, va danh ra 5% lqi nhuan trude
hudng toi su thanh bai cua cong ty. O Brighton Collectibles, thui cho nhung hoat dong tu thien. Thay vi chi bigt ky ngin
Jerry Kohl luon no luc giiip cac chii cua hang van hanh cong phigu, cong ty con chii trong din cai thien chit luqng cuoc
viec mot each nang suit va thanh cong. Ngoai vigc hd trq dg sdng ciia nong din trdng ca phg cung cip cho mang ludi, nd
ho quan ly ciia hang tdt hon, Jerry Kohl con thudng xuygn mdi luc xiy dung mot mdi trudng lam viec tot nhit.
cac chu cua hang ra nude ngoai dg tham quan ky thuat. Vigc
Han 20% trong so 600 nhin vien lam viec trong nhung ky ning cua nhin vien cung la didu thidt ydu doi vdi su
trang trai trdng ca phe d Nam My va Indonesia, cho cac du an thanh cong cua to’ chiic trong tuong lai.
xiy dung sin phoi ca phe, cai thien chit luong hat, lap vudn Giam doc didu hanh David Neeleman cua JetBlue noi:
rau dd cimg cip thuc pham tuoi cho dia phuong, va dd cai "Con ngudi la ydu td quan trong nhit, la ydu td song con
thien chit luong cube song trong vung. Green Mountain cua mot td chuc. Hay dam bao la ban quan tarn dung muc
Coffee Roasters cung din 60 nong din trong ca phe tu cac den con ngudi trong to chuc cua ban. Chi khi ban lam tdt
nude dang phat trien din Boston dd tham du mot hoi nghi viec nay, bit cu muc tieu nao ban mong muon ddu co the
nhim hoc hoi nhung phuong phap tao them hieu nang va cai trd thanh hien thuc".
thien chit luong ca phe - qua do cung cai thien chit luong san
pham ma cong ty phin phoi.
Tat ca Id vi con ngudi

Mot ly do chu chot giiip 99 Cents Only, Green Mountain
Coffee Roasters, Brighton Collectibles va Outback Steakhouse
thanh cong trong thdi gian dai la each doi xii vdi con ngudi.
Di nhien la cac cong ty nay phai co san pham chit luong cao
va dich vu khach hang tdt - nhung yiu td di tru vung tren
thuong trudng; nhung Iqi thi canh tranh thuc su chinh la yiu
to con ngudi.
Ngoai tiin luong va phuc lqi von la nhiing yiu to co ban,
cong ty cin xiy dung biu khong khi trong do moi ngudi cam
thiy hanh dien khi duqc cong hiin va lam vide cho cong ty.
Luc nay, gia tri con ngudi quan trong hon gia tri vit chit.
Hay thuong xuyen kiem tra xem nhin vien co yeu thich cong
viec khong? Ho co cam thiy quan trong va duqc danh gia
tuong xung khong ? Danh thdi gian de hudng din, phat trien
duy van hoa va hoi sinh cong ty. Harley-Davidson chiing

LOI KET minli ring nganh san xuit mo to ciia My khong nhiing tdn
tai, ma con thanh cong vucrt bic trong nin kinh ti toan ciu,
khi trao quyin tu quyit cho nhan vien d tuyin diu . Y niem
ma ba cong ty ap dung that don gian, nhung vin con nhiiu
Khong co cong thiic dieu ky nao dam bao cho su thanh to’ chiic chua thuc su khuyin khich nhan vien nhan trach
cong lau dai cua mot to chiic; khong co chide dua thin nao co nhiem va ra quyit dinh.
the giai quyit moi tinh hudng. Mdi to chiic diu co nhiing diu
Doi liic chiin luge hay nhit la chon con during it ngudi
in dac trung va nhiing thach thiic rieng. Tuy nhien, niu linh
di.Linksys luon ne tranh Cisco khi biit ring ho khong thi
hoi kinli nghiem tir nhiing ngudi di trudc, ban co the tranh
duong diu vdi ring trum nay trong linh vuc noi mang vi tinh.
duqc sai lim tuong tu va tim dugc y tudng mdi giiip ban
Thay vao do, Linksys ddn nd luc cho mang gia dinh - mot thi
thanh cong,
trudng mdi chdm nd. Cuoi cung, chinh nhd hudng di rieng
Xuyen sudt quyin sach nay ban se nhan ra nhiiu vin di ma Linksys da thanh cong va Cisco mua lai Linksys vdi gia
quen thuoc nhu ling nghe khach hang, quan tarn den nhan 500 trieu ddla. Trader Joe's, Outback Steakhouse va easyjet
vien, neu guong di lanh dao... Nhiing vin di nay tudng nhu diu di vong, khong canh tranh true tiip vdi ddi thu ma tim
that di dang di ap dung nhung that su do chinh la 16 hong vung dit trong di vuon len .
cin khic phuc ciia nhiiu to’ chiic, cong ty. Ddi khi mqi ngucri
Chon con during it ngudi di cung co thi gat hai thanh
bi go bo trong nhiing nguyen tic va thii tuc ciing nhic din ndi
cong ldn trong cac linh vuc khac. JetBlue da xoa bo cac trung
khong xem xet y nghia thuc su cua nhung nguyen tic do la gi
tarn nhin dat ve ton kem va cai thien tinh tliin lam viec khi
di ap dung vao to’ chiic cua minh. Diiu cot loi d day khong
cho phep nhan vien lam vide tai nha. Vi khong phai cue nhoc
chi la phai suy nghi dung, ma con phai hanh dong dung. Xet
di vi giua gia dinh va cong sd; hon nua lai duoc lam vide
cho cung, quy tic do chinh con ngudi dat ra thi con ngudi
trong khong gian thoai mai theo gid giic linh dong, nen
ciing co thi thay doi.
ldiring lay gi lam ngac nliidn la nhan vidn nhan giii chd may
O Legal Seafoods, ling nghe y kiin nhan vien da giiip cip bay va ban ve ciia JetBlue luon co tinh thin phin khdi.
lanh dao giai quyit nhiing vudng mic phiic tap nhit.
Ddi liic chiin luge dua cong ty den dinh diim thanh cong
" Chuong trinh giii ciiu Nissan " da tlianh cong qua viec di
lai don gian khong ngd. Khi vip vap mai, vide xoa bo hit rdi
nhan vien tham gia vao quy trinh ra quyit dinh, doi mdi tu
lam lai tu diu co ve nhu la mot giai phap mang tinh nii ro
DAM DAN DAU ! 299 300 DARE TO LEAD!
nhirng se gat hai duoc nhiiu thanh cong din bat ngd. Hang Dung danh gia thip y&u to nhan su trong tit ca cac viec ban
loat 550 nha hang Au Bon Pain duoc ban di di ddn noi luc lam: diu tu cho con ngudi la phin diu tu dem lai lqi nhuan
cho mot so it nha hang Panera Bread nghe nhu y tuong khoi cao nhit. Chinh d diy ban the hien duoc nhiiu nhit van hoa
hai, nhirng lai la quyit dinh cue ky dung cam, va cung cue ky cong ty.
thanh cong. Clodhoppers, Blockbuster Video va PayPal diu Home Depot duoc giy dung thanh mot cong ty tri gia 30
lam vao hoan canh kho khan tuong tu, cudi cung vln vuqt ti USD bang each khong ngung chu tarn din khach hang va
qua kho khan di rdi thanh cong nha manh dam tu bo chiin nhan vien. Sau khi cac nha sang lap ve huu, Home Depot din
luqc ban dau de bat dau mot hudng di mdi.
di xuong vi viec cat giam chi phi nhim tang lqi nhuan da mau
Dua tren don bay y tuong giup ban diu tu thdi gian va tliuin voi van hoa cong ty, khiin ci khach hang lin nhan vien
ngudn luc vao diem manh cua minh, cung nhu tan dung diu bit man. Con Costco thi nguqc lai: can dam phot Id y
diim manh ciia doi tac trong linh vuc khac. Boston Beer thue nguyen cua gioi diu tu, dat khach hang va nhan vien len tren
cong ty khac gia cong niu bia de tip trung vao viec Idem soat lqi nhuan. Mac du gia tri co phiiu trude mat khong miy lac
chat luqng bia va bao ve danh tieng thuang hieu ciia minli. quan, nhung cong ty se tie n nhung bude vung chic vi lau dai.
’
JOE BOXER lien kit doi tac vdi Kmart de tranh so doan la l’rong cuoc choi kinh doanh diy biin dong nay, khong co
phan phoi va ban hang vung vi, lui vi so truong la thidt ke va khuon mlu nhat dinh nao cho su thanh cong. Quy luat choi
ti£p thi. luon thay doi. Ban co thi thanh cong trong ngliich canh va co
Them mot nguyen tac co ban trong kinh doanh la quan the thing doi thu canh tranh niu ban co tu duy sang tao, co
^
tarn d n con ngubi. Marilyn Carlson Nelson 6 Carlson
Companies, Dave Gold o 99 Cents Only va Chris Sullivan d
tim nhin, biit phat huy diim manh va van dung kinh nghiem
tu nhung ngudi di trude. Khi tham gia cuoc choi vdi tit ca su
Outback Steakhouse deu dau tu them thdi gian va tifen bac nhiet tinh, ban se din than va trai nghiem cuoc song thuc su.
cho nhan vien ciia minh. Ho khong lam dilu nay mot each Vdi hanh trang co sin, ban hoan toan co thi linh dong viit lai
may moc, vo cam ma bang cai tarn k t hop vdi ly tri. Nhung quy tic kinh doanh cho rieng minh va tao dung vi thi bin
^
^
nha lanh dao nay da dat nlii u thanh tuu ldn vk. tang truong
va lqi nhuan, dua cong ty cua ho len hang diu trong mdi linh
vung tren thuang truong.
Ban hay danh chut thdi gian doc qua nhung cau chuyen
vuc. Jerry Kohl d Brighton Collectibles va Bob Stiller d Green trong cuon sach nay. Chic chin ban se gop nhat duoc ddi
Mountain Coffee Roasters di mot bude xa hon: diu tu cho ddi diiu huu ich tu kinh nghiem kinh doanh cua cac nha lanh
tic ben ngoai di ho dong gop vao su nghiep cua cong ty. dao hang diu thi gicxi!
Muic Luic
Lai gidi thieu 5 Chuang 10
Chuang 1 Bien than phikn cua khach hang thanh vu khi bi mdt 147
Chi huy tit tuydn ddu 7 Chuang 11
Chuang 2 Song trong hien tai de tien den tuong lai 161
Chuyen hu&ng khi gap khd khan 19 Chuang 12
Chuang 3 Khong dat lot nhuan cao hon con ngu&i 175
Don bay y tu&ng 37 Chuang 13
Chuang 4 Hay de nhan vien phat hieu lenh 191
Khong ngdn ngai sao chep y tu&ng hay 55 Chuang 14
Chuang 5 Giup nha phdn phoi tieu thu san pham 209
Tap trung vdo thd manh 69 Chuang 15
Chuang 6 Xem d&i tdc ciing Id thanh vien cua cdng ty 225
Khi khong tim ra gidi phdp, hay thay doi vdn de 87 Chuang 16
Chuang 7 Bien ton chi thanh le sdng 243
Tiep tuc phat huy nhung hanh dong dung 103 Chuang 17
Chuang 8 Tao sdc thai rieng biet 265
Ttt minh lam be phong 117 Chuang 18
Chuang 9 Nhan vien la ngudn tai san ca gid tri nhat 281
Tim hieu nhu cdu thuc sit cua khach hang 131 Lai kdt 297

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Lanh dao bang each neu guong

Di tim vung dot trong

J P E O M lin thi phin, hai mang ludi ciia

Chi nen lieu Imh dung cho

Pi tim diem tim don bay

Theo buck chan nguoi lien phong

Co ve nhu Fred Smith da dua ra mdt y tudng ddy sang tao

nhung do la phin thudng tinh thin de danh gia cao su

TAP TRUNG VAO

Tgo su khde biet

TO Nam 1948, doi vg chdng Harry va Esther Snyder khai

Borland di theo ldi mon cua Yahoo la xa rdi

HANH DONG DUNG

Neu khoi dau ban thanh edng.. .

Tqo diem nhdn

Cdch thuc sang tgo de Ian truyen tin fuc

BIEN THAN PHIEN

^machines vu diAu hanh eMachines, cong ty

vdi cip tren. Dave Duffleld d PeopleSoft dang le cd the

Xay dung mem fin

Su lanh dqo djeh thuc

HAY DE NHAN VIEN

Hay de nhan vien tu giai quyet van de Giai cuu Nissan

Du ap dung phuong phap nao, nguyen tic bao gid cung

CIUP NHA PHAN P OI

Tim den nhu cau khdeh hang

Wayne Inouye cung ap dung cung mot nguyen tic cho

Quan he lau dai cd aid trj

BIEN TON CHI

Phong each nhan ban

TO Quan ly bang trdi tim

Tat ca Id vi con ngudi

duy van hoa va hoi sinh cong ty. Harley-Davidson chiing

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