????保持品牌信息一致。“只有一個(gè)品牌。我們?cè)绞冀K如一，我們更能發(fā)揮協(xié)同效應(yīng)。 從供應(yīng)商到投資者，對(duì)每個(gè)人來(lái)說(shuō)，博柏利的網(wǎng)站都會(huì)向其傳達(dá)這個(gè)信息。

????永遠(yuǎn)只做對(duì)品牌最有利的事。“不要只做對(duì)任何個(gè)人、任何部門(mén)，或任何分部最有利的事?！彼硎荆稗饤壸岳麅A向。將每個(gè)人都團(tuán)結(jié)在一個(gè)共同主題下?！?/p>

????“多奉獻(xiàn)，少索取”。這是阿倫茨從她父親那里學(xué)來(lái)的人生智慧。她父親是印第安納州一個(gè)小鎮(zhèn)上的企業(yè)家，他同時(shí)教給孩子們的教益還有：信念，強(qiáng)烈的家庭價(jià)值觀和職業(yè)道德。年幼時(shí)，阿倫茨就“扮演旁觀者的角色。我從來(lái)不充當(dāng)斗士。我是個(gè)觀察者，這一點(diǎn)后來(lái)在（管理中）讓我受益匪淺。我更喜歡傾聽(tīng)?！?/p>

????團(tuán)結(jié)團(tuán)隊(duì)。博柏利每個(gè)月都會(huì)對(duì)員工進(jìn)行網(wǎng)絡(luò)廣播，每星期都會(huì)播放時(shí)尚視頻。而廣告片在媒體播出前，500家專賣店里的銷售專員就已經(jīng)能提前看到了?！爸R(shí)就是力量。所以，銷售專員越了解戰(zhàn)略，了解新品，他們的表現(xiàn)就越好。所有人都喜歡高談闊論如何與客戶建立良好的關(guān)系。而我認(rèn)為，首先應(yīng)該和自己的員工建立良好的關(guān)系?！?/p>

????運(yùn)用雙向?qū)υ拸墓緝?nèi)部發(fā)掘提拔優(yōu)秀人才。有關(guān)數(shù)字化一代必須牢記的是：“對(duì)公司來(lái)說(shuō)，招人難，留人更難。因?yàn)樗麄兛梢越佑|到的渠道太多了。”

????譯者：清遠(yuǎn)

????Stay on message. "There's only one brand. The more consistent we are, the more aligned [we can be]." With everyone from suppliers to investors, the themes emanate from Burberry.com, "our million-square foot story."

????Always do what's best for the brand. "Don't do what's best for any individual for any division, for any department." That alone, she says, "takes the ego out. It unites everyone around one common theme."

????"Give 60 and take 40". That was a lesson that Ahrendts' father, an entrepreneur in a small Indiana town, taught his six children—along with faith, strong family values, and a work ethic. As a child, Ahrendts "took on the role of spectator. I never took on the role of fighter. I was the observer, and it has served me well [in management]. I much prefer to listen."

????Link your team. Burberry sends out monthly webcasts to employees, hip videos come out weekly, and sales associates in 500 stores are treated to previews of ad campaigns before the media sees them. "Knowledge is power. So the more the associates know about the strategy, about what's coming," the better they can perform. "Everyone talks about building a relationship with your customer. I think you build one with your employees first."

????Use two-way conversation to find and recruit top talent from within. Remember this about digital natives: "They're hard for companies to attract but they're even harder to retain. Because they have so much access to so much."