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400頁濃縮MBA課程你信嗎

400頁濃縮MBA課程你信嗎

Lauren Everitt 2014年04月24日
《財富》資深專欄作家、浸淫商界多年的斯坦利?賓在自己的新書《商界大腕完全行為指南》里給出了商界大腕的速成教程。它雖然不能完全取代耗時2年、耗資25萬的MBA課程,但對大都數(shù)人希望混商業(yè)圈的人,這一本書或許就足夠了。

????需要花費兩年時間,外加25萬美元才能學到的課程,真的可以濃縮進一本書里?《財富》雜志(Fortune)資深專欄作家、《商界大腕完全行為指南》(The Curriculum: Everything You Need to Know to Be a Master of Business Arts)一書的作者就希望能做到。

????如果你認為這種想法很荒謬,那么,僅靠走馬觀花式的了解是不會打消你的質(zhì)疑的。從認證機構(gòu)國家嚴肅研究協(xié)會(National Association for Serious Studies,“獻身于各種嚴肅研究”),再到核心課程,如“不要犯傻”和“瘋狂的人”,書中對過度保守的商學科目進行了諷刺。大家可以想象一下(喜劇明星)斯蒂芬?科爾伯特遇到商學院會碰撞出什么火花,而且還是帶圖解的那種。

????書中尖銳的幽默并不令人意外。相反,真正令人意外的是斯坦利表達方式背后的真相。正如電影《辦公室》(The Office)和漫畫人物“呆伯特”(Dilbert)放大了朝九晚五無聊工作的不合理之處一樣,斯坦利也在通過幽默的方式,尋找公認的商學教育法的漏洞。例如,在術(shù)語中,市場營銷被定義成“為沒有人需要的產(chǎn)品或服務(wù)創(chuàng)造需求的藝術(shù)”,而并購被比喻成昆蟲的結(jié)合:“交配剛一結(jié)束,其中一方的身體便被對方吃個精光?!?/p>

????除了這些尖銳的諷刺外,書中也包含許多寶貴的建議:電子郵件要寫得簡潔,別說傻話,學會如何高效地吹牛,要恭敬但不要奴顏婢膝,放棄藍牙設(shè)備等。

????由于本書沒有學術(shù)類圖書的限制,因此斯坦利把政治正確性完全拋在腦后,為讀者奉上了一堂商學速成課,同時還挖掘出了商業(yè)的本質(zhì):追逐利益的人類之間的互動,以及互動過程中產(chǎn)生的各種復雜情況。雖然本書不可能取代MBA課程,但卻是一份有含金量的指導性讀物,可以讓讀者了解商業(yè)世界的玄妙之處。

????斯坦利在接受社交網(wǎng)站Poets&Quants的采訪時透露了本書創(chuàng)作的動機,那就是商學院的不足之處,以及給商學院學生的建議。

????是什么促使你創(chuàng)作這本書?

????我寫過的許多書經(jīng)常會橫跨奇思妙想與忠告之間的界限。在《馬基雅弗利式的處世之道》(What Would Machiavelli Do?)一書中,我探討了為什么吝嗇的人在商界更如魚得水。在《瘋狂的老板》(Crazy Bosses )中,我認為病態(tài)在其他場合可能是不利因素,但在商業(yè)中可能是優(yōu)點。我一直在思考這些事情,同時我又在商界工作了很長時間,所以正如傳統(tǒng)MBA研究商業(yè)的合理因素一樣,我想把這些觀點作為一個研究課題,探索商業(yè)中不合邏輯的因素。

????我一直認為,商業(yè)并不像商業(yè)刊物中描述的那樣,而是不合邏輯的,更加感性,更加幽默,受到個性的驅(qū)動。我看過人們在讀MBA時學習的內(nèi)容。我研究了頂級商學院的課程,比如凱洛格(Kellogg)、哈佛(Harvard)、斯坦福(Stanford)和斯特恩(Stern)等商學院。是什么因素或哪些能力讓我所了解的人取得了成功?大多數(shù)課程根本沒有回答這個問題。所以,我就編寫了這部替代性的課程。

????書中對MBA進行了尖銳的批評。你認為MBA是毫無用處的學位嗎?

????我認為商學院把自己包裝成了解決所有問題的靈丹妙藥。在加利福尼亞州的奧克蘭,我看到三塊巨大的廣告牌,告訴人們應(yīng)該去讀MBA。他們可以選擇戴維斯(Davis)、伯克利(Berkeley)或斯坦福。但人們真的需要MBA嗎?

????我所在的部門,大多數(shù)人都沒有MBA學位。其中有幾位學過金融,但沒有銷售專業(yè)的畢業(yè)生。要成為一個成功的銷售員,我并不認為MBA是必要條件。銷售是一種與生俱來的品質(zhì),就像音樂才能一樣。如果我沒記錯的話,我所認識的優(yōu)秀銷售代表沒有一個人讀過商學院。事實上,有一個例外,但他屬于天才型的人物,MBA的經(jīng)歷讓他當上了CEO。

????Can you really pack a two-year, $250,000-curriculum in a single book? Author and longtime Fortune columnist Stanley Bing sets out to do exactly that in The Curriculum: Everything You Need to Know to Be a Master of Business Arts.

????If the concept strikes you as preposterous, a peek inside will do little to dispel your doubts. From the accreditation body, the National Association for Serious Study ("dedicated to a number of serious studies"), to a core curriculum that includes "Not Appearing Stupid" and "Crazy People," the book offers a satirical take on an overly staid subject. Think Stephen Colbert meets B-school -- with info-graphics.

????The humor, though pointed, is not what's surprising. Rather, it's the truth behind Bing's approach. Just as "The Office" and "Dilbert" magnify the absurdities of the 9-to-5 grind, Bing uses humor to poke holes in accepted business pedagogy. The glossary, for instance, defines marketing as the "art of creating demand for a product or service nobody knows they need," while mergers are compared with insect marriage: "one spouse, and all its bodily parts, will be eaten as soon as intercourse is done."

????For all its flippancy, the book includes valuable lessons: write short emails, don't sound stupid, learn how to bullshit effectively, be respectful but not servile, and ditch the Bluetooth.

????Without the strictures of academia, Bing throws political correctness to the wind and offers his readers a crash course on business boiled down to what it really is: interactions between humans for money and all the complications that invites. While the book is not likely to replace an MBA, it's certainly a solid guide to navigating the nuances of the business world.

????In an interview with Poets&Quants, Bing lays out his motivations for writing the book, where B-schools are missing the mark, and his advice for business students.

????What prompted you to write the book?

????I've written a lot of books that straddle the line between whimsy and advice. In What Would Machiavelli Do? I explored why mean people do so well in business and in Crazy Bosses I explored the idea that pathology, which would be liability in any other venue, can be an asset in business. So I've been thinking about these things and working in corporations for a long time, and I wanted to aggregate a lot of these ideas in a course of study that would explore the irrational like a classical MBA explores the rational.

????I've always seen business as being more irrational, emotional, personality-driven, and humorous than how it's portrayed in business writing. I looked at what people study when they get their MBAs. I reviewed the curricula of top business schools, including Kellogg, Harvard, Stanford, and Stern. Much of it didn't speak to me or the skills that deliver success to people I've known. So I did an alternative curriculum.

????The book is quite harsh on the MBA. Do you think it's a dud degree?

????I think business school is marketed as if it's a panacea for everything. I stopped in Oakland, Calif., and saw three enormous billboards telling people they should go get their MBA. They can choose from Davis, Berkeley, or Stanford. But do all these people really need an MBA?

????In most of my department, there are no MBAs. We do have a few in finance, but not in sales, and I don't think you need an MBA to be successful in sales. It's an innate quality, like musical talent. Unless I'm missing something, I don't know one great sales representative who learned it in business school. Actually, I can think of one, but he's a genius and his MBA led him to become a CEO.

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