????撰稿：博雅全球副董事長凱倫?休斯

????我在給商界領袖做戰(zhàn)略傳播顧問時，經(jīng)常將政界經(jīng)驗應用到當今的商界環(huán)境中。政界最基本的規(guī)則（候選人必須進行自我定義，否則，就會被對手定義）越來越適用于公司，從維權團體到客戶、再到競爭對手的任何人都可能半道插進來用各種故事來定義或損害品牌。

????但在上周召開的《財富》雜志“最具影響力女性峰會”中，我發(fā)現(xiàn)我希望當今的政界領導人能更多聽取一些商界女性領袖在這次大會上分享的經(jīng)驗。

????1.尋找共同的戰(zhàn)略信仰。IBM董事長兼CEO羅睿蘭說，世界變化如此之快，企業(yè)必須專注于“戰(zhàn)略信仰”，團結所有人朝著信仰努力，而不是因循守舊矩。她解釋說，必須在大方向上達成一致，然后給予人們話語權，讓他們?yōu)閷崿F(xiàn)目標出謀劃策。

????我想如果美國兩大政黨的領導人把注意力放在共同的“戰(zhàn)略信仰”上，或許能幫助他們找到更多共同點。比如，兩大政黨的領導人都想為未來的老年人保留聯(lián)邦醫(yī)療保險計劃（Medicare）。將此作為我們國家的一項根本義務，這樣的“戰(zhàn)略信仰”或許能讓我們更坦誠地探討，我們作為一個國家如何舉全國之力支持Medicare，讓它長遠、更加強大。

????2.只爭朝夕?！捌炔患按琼椕赖?，”施樂(Xerox)董事長兼CEO烏爾蘇拉?伯恩斯表示?！叭绻先魏蟆敝蛔銮叭巫鲞^的事，“就會被變革掀翻在地?！北仨毚_立一個遠大的目標，“迫不及待地去實現(xiàn)它，”伯恩斯說。

????設想一下，如果國會也“迫不及待地去實現(xiàn)”移民改革或更多貿易協(xié)定，或者解決財政大幅下滑的方案——甚至預算案，情況將會怎樣？民意調查顯示，大部分美國人對美國國會的評價都是負面的。美國國會需要加快做事速度，拿出實際行動，改變美國人對美國國會的看法還有很長的路要走。

????by Ambassador Karen Hughes, Worldwide Vice Chair, Burson-Marsteller

????In my work as a strategic communications adviser to business leaders, I frequently apply the lessons of politics to today's corporate environment. The most fundamental rule of the political process – that candidates have to define themselves or their opponents will define them – increasingly applies to companies, as everyone from activist groups to customers to competitors chime in to share stories that help define or undermine brands.

????But during last week's Fortune Most Powerful Women Summit, I found myself wishing today's political leaders would take more heed of some of the lessons shared at this conference by some of the leading women in business.

????1. Find shared strategic beliefs. With the world changing so quickly, companies have to focus on "strategic beliefs" and align everyone toward those beliefs, rather than be too prescriptive, said Ginni Rometty, chairman and CEO of IBM (IBM). You have to agree on big directional arcs, and then allow people to have a say and contribute ideas to achieve them, she explained.

????I suspect if leaders of both political parties focused on a shared set of "strategic beliefs" for our country, it might help them find more common ground. As one example, leaders in both parties want to preserve Medicare for future generations of seniors. Accepting that as a fundamental obligation of our country, a "strategic belief" might allow a more honest discussion of how we can come together as a nation to shore up Medicare's finances and make it stronger for the long run.

????2. Practice impatience. "Impatience is a virtue," said Ursula Burns, chairman and CEO, Xerox (XRX). "If you settle in" and do only what previous leaders did, "you'll be run over by change." You have to set an aspirational path and be "impatient to achieve it," Burns said.

????Imagine if Congress were "impatient to achieve" immigration reform, or more trade agreements, or a solution to the fiscal cliff--or even a budget? Polls show people have overwhelmingly negative opinions about Congress. Greater urgency and actual action might go a long way toward making the American people improve their view of Congress.