????克萊爾：我要他們?cè)谝粌芍苤畠?nèi)拿出一個(gè)行動(dòng)清單：廣告、印數(shù)、特別促銷(xiāo)、目標(biāo)店鋪，甚至像好市多（Costco）那樣的三線書(shū)店。而對(duì)于塔吉特（Target，美國(guó)僅次于沃爾瑪?shù)倪B鎖零售店——譯注），我想知道我們是否在貨架圖上。他們目瞪口呆地看著我，好像看外星人一樣?！澳阍趺磿?huì)知道這些名詞啊！”……但他們最后按我的要求去做了。

????理查德，我不敢說(shuō)我懂商業(yè)戰(zhàn)略，因?yàn)槟羌兇馐前嚅T(mén)弄斧。但如果您管理一家公司，應(yīng)該也會(huì)要有某種整體戰(zhàn)略吧？

????魯梅爾特：你想得很對(duì)。

????但是？

????魯梅爾特：美國(guó)的國(guó)家安全戰(zhàn)略包括12點(diǎn)。那是奧巴馬總統(tǒng)的杰作。其中一點(diǎn)是：“我們?cè)诮逃下浜罅??！币虼?，我們的?guó)家安全戰(zhàn)略就包括：（1）改革公立學(xué)校；（2）達(dá)到全球最高的大學(xué)畢業(yè)率。

????您是在說(shuō)反話。

????魯梅爾特：真荒謬。首先，這些問(wèn)題難道屬于國(guó)家安全的范疇嗎？答案是否定的。其次，沒(méi)有找出我們?cè)诮逃下浜蟮脑颉Ｈ绻涣私鈫?wèn)題的本質(zhì)，就無(wú)法解決問(wèn)題。培養(yǎng)更多的大學(xué)畢業(yè)生，或者有更多人學(xué)習(xí)藝術(shù)史就能解決我們的國(guó)家安全問(wèn)題嗎？這就是在政府的最高層被當(dāng)作是戰(zhàn)略的玩意，很多公司也一樣。只不過(guò)公司的口號(hào)更空洞：“我們要成為某某領(lǐng)域的領(lǐng)頭羊！”

????有沒(méi)有想過(guò)寫(xiě)一部小說(shuō)，講一講公司秘聞和戰(zhàn)略無(wú)能？

????克萊爾：可以，但一定得有人在董事會(huì)會(huì)議上被人謀殺。

????魯梅爾特：還得有色情和暴力。

????朱迪，你已經(jīng)賣(mài)出多少本書(shū)了？

????克萊爾：超過(guò)1,000萬(wàn)。

????看來(lái)J.K.羅琳這一兩年還不用太擔(dān)心？

????克萊爾：說(shuō)起銷(xiāo)量，沒(méi)人拼得過(guò)J.K.羅琳。出版界有個(gè)規(guī)矩：千萬(wàn)別和《哈利?波特》（Harry Potter）比，因?yàn)槟鞘强捎龆豢汕蟮钠孥E。

????魯梅爾特：就像你沒(méi)法和史蒂夫?喬布斯比一樣。沃爾特?艾薩克森為他寫(xiě)的自傳棒極了。但你還會(huì)忽視[喬布斯的]戰(zhàn)略，這個(gè)戰(zhàn)略有幾個(gè)非常簡(jiǎn)單的元素。他首先想做的就是擺脫微軟（Microsoft）和英特爾（Intel）的束縛。唯一的途徑就是采用移動(dòng)平臺(tái)，不用英特爾的芯片，也不用微軟的操作系統(tǒng)。為了進(jìn)入移動(dòng)領(lǐng)域，他首先從音樂(lè)入手，然后進(jìn)軍電話，最后就是（平板電腦）。

????你們倆會(huì)討論朱迪出書(shū)的戰(zhàn)略嗎？

????克萊爾：我確實(shí)和父親談過(guò)一些創(chuàng)業(yè)的想法。我們剛剛討論過(guò)數(shù)字出版的問(wèn)題。我很想讓出版商在線上免費(fèi)發(fā)表系列的第一本書(shū)，因?yàn)槲蚁嘈刨r本賺吆喝。這個(gè)系列一共七本書(shū)。如果你免費(fèi)發(fā)布第一本，人們就可能被吸引，想看后續(xù)的故事的人就會(huì)購(gòu)買(mǎi)。就是打廣告而已。父親還說(shuō)：“這種手法不是有個(gè)模式嗎？”

????魯梅爾特：（視頻游戲）《毀滅戰(zhàn)士》（Doom）的模式正正好。

????那你真的打算那樣做嗎？

????克萊爾：出版界對(duì)免費(fèi)送書(shū)非常抵制。我會(huì)努力爭(zhēng)取的……西蒙舒斯特有一點(diǎn)好，就是這么些年來(lái)，他們都愿意傾聽(tīng)、嘗試我的想法。有些已經(jīng)取得了巨大成功，而很多思路是通過(guò)和父親的交談來(lái)理清的。

????CLARE: I asked them to come back in a week or two with a list of things they were going to do—advertising, print run, special promotions, third-tier stores like Costco (COST) they were targeting. For Target (TGT), I asked if we were on the planogram. They've looked on me as if I were an alien. "You're not supposed to know these words!"…But they did what I asked.

????Richard, I don't profess to understand the field of business strategy because it sounds redundant. If you're running something, don't you have to have some overall strategy?

????RUMELT: You would think so.

????But?

????RUMELT: The United States has a national security strategy. It has 12 points. President Obama created it. One point is "We've fallen behind in education." Therefore, part of the national security strategy is to (a) reform public schools and (b) have the highest percentage of college graduates in the world.

????You have some snark in your tone.

????RUMELT: This is absurd. First of all, why is this a national security issue? It's not. Second, there's no diagnosis of why have we fallen behind in education. Unless you understand the nature of the problem, you can't solve it. Is having more college graduates, more people studying art history going to solve our national security problem? That's what passes for strategy in the highest levels of government and in many, many corporations. Corporations would be even more vacuous. "We want to be the company that is the go-to company for whatever!"

????Is there a novel to be written about intrigue at companies and their inability to strategize?

????CLARE: Only if someone was murdered during one of the board meetings.

????RUMELT: There would have to be some sex and violence.

????Judy, how many books have you sold?

????CLARE: Over 10 million.

????So J.K. Rowling is secure for another year or two?

????CLARE: Nobody sells books like J.K. Rowling. We have a rule in publishing: Never compare anything to Harry Potter because it's like lightning in a bottle.

????RUMELT: It's like comparing things to Steve Jobs. Walter Isaacson's book is just brilliant. But you can miss what [Jobs'] strategy was, which had a couple of very simple elements. The first thing he wanted to do is get out from under Microsoft and Intel. And the only way he could do that is go to mobile platforms, where it wasn't the Intel chip and the Microsoft operating system. And to get into that space, he went with this music thing and then with the phone thing and then with the [tablet] thing.

????Do you the two of you discuss strategy for Judy's books?

????CLARE: I do talk to my father about things I can do as an entrepreneur. We just had an interesting conversation about digital publishing. And I have a strong desire to have the publisher give away my first book in the series online because I believe it can be a loss leader. There are seven books in the series. If you give away the first for free, hopefully people will want the rest and buy those. It's advertising. My dad asked, "Isn't there a model for this kind of thing?"

????RUMELT: The [videogame] Doom model worked fantastically.

????So are you going to do that?

????CLARE: There's a big resistance in publishing to the idea of giving away books. I'm going to fight for it…I do think one great thing with Simon & Schuster is that over the years they've been open to ideas I've generated. Some have been enormously successful, and a lot have been ideas that I've sorted out by talking to my dad.