????它的影響很快超越了歐洲。英國(guó)皇家空軍（RAF）轟炸機(jī)受命攜帶當(dāng)日的影片飛往加拿大和美國(guó)，在那里，數(shù)億人民等待著分享這一神圣的——直到如今仍非常私密的——時(shí)刻。

????毫無(wú)疑問(wèn)，做出這樣的選擇并不費(fèi)勁。誰(shuí)會(huì)反對(duì)以如此有意義的方式將信息發(fā)布給如此廣大的受眾呢？

????然而，78歲的首相溫斯頓?丘吉爾就是其中之一。

????他堅(jiān)定且固執(zhí)地反對(duì)這一想法，直到最后一刻。

????他感到非常憤怒，如此神圣的儀式將被下層人民看到——被那些戴著帽子，混跡于酒吧的人們看到。

????那么當(dāng)今的營(yíng)銷(xiāo)又是什么狀況呢？我們從中可以學(xué)到什么？盡管不是所有營(yíng)銷(xiāo)人員都要籌備皇家加冕儀式，許多人需要賣(mài)出更多的汽車(chē)、可樂(lè)，或更多的檸檬味地板清潔劑。我確信對(duì)任何商業(yè)領(lǐng)域而言，都能從這場(chǎng)規(guī)模盛大的活動(dòng)中得到感悟。

????這個(gè)想法的核心是“人”。它的本質(zhì)是，一個(gè)強(qiáng)大的機(jī)構(gòu)決定打破常規(guī)，以一種全新的方式實(shí)行開(kāi)放，接觸大眾。它還在于無(wú)畏的年輕領(lǐng)袖只需聽(tīng)取民意，同時(shí)給予人們想要的東西。

????60年之后，關(guān)于規(guī)模的理念已經(jīng)發(fā)生了翻天覆地的變化。我們每天要看約150次手機(jī)，F(xiàn)acebook上每月要發(fā)布約60億張照片——Instagram上每天也會(huì)發(fā)布4,000萬(wàn)張照片。與此同時(shí)，88%的美國(guó)人在看電視時(shí)還同時(shí)看著另外的屏幕。而在YouTube上，每分鐘都有超過(guò)100小時(shí)時(shí)長(zhǎng)的短片在上傳。

????在這個(gè)新世界，人人都是信息的發(fā)布者和傳播者。僅僅有一個(gè)優(yōu)秀的創(chuàng)意還不夠，我們還需要用一種有意義的方式實(shí)現(xiàn)它。不過(guò)幸運(yùn)的是，一旦你實(shí)現(xiàn)了那個(gè)偉大的想法，我們當(dāng)今擁有的技術(shù)和社會(huì)力量就可以讓你不必動(dòng)用空軍飛行員就能把它帶到全世界。（財(cái)富中文網(wǎng)）

????譯者：嚴(yán)匡正

????Oh, and it went way beyond Europe. RAF Bombers were standing by to fly footage of the day to Canada and the USA, where hundreds of millions of people waited to share in the sacred--and up until now, very private--moment.

????Surely, such a triumph was an obvious decision. Who could possibly be against reaching so many people in such a meaningful way?

????Well, the Queen's 78 year-old Prime Minister, Winston Churchill, for one.

????He was firmly and adamantly against the idea and fought it to the end.

????He was outraged that such a sacred event would be witnessed by the lower classes--by men in pubs wearing hats.

????So what about marketing today? What can we learn? While not all marketers have a royal coronation to work with, many need to sell more cars, more cola, or more lemon-scented floor cleaner. I do believe that for any business, there are significant lessons to be learned from this moment that found enormous scale.

????People were at the center of this idea. It was about a powerful organization that decided to break the rules, opened up and connected in a new way. It was about a fearless young leader who simply listened to and gave people what they wanted.

????Sixty years later, the idea of scale has changed dramatically. We check our mobile phones about 150 times a day. Around six billion photos are posted on Facebook every month--and another 40 million a day on Instagram. Meanwhile, 88% of people in the U.S engage with a second screen while watching TV. And more than 100 hours of footage are uploaded to YouTube every minute.

????In this new world, everyone is a publisher and a conveyor of information. Simply having a good idea isn't enough; you need to scale that good idea in a way that matters. But luckily, the technological and social capabilities we have today mean that once you land that great idea, you don't need a squadron of fighter pilots to make it global.