Вы находитесь на странице: 1из 240

rAH KABACAK~

CTAPTAn
11 MACTEP-KflACCOB OT 3KC-EBAHrEflIt1CTA APPLE It1CAMoro AEP3Koro BEH4YPHOrO KAnlt1TAflIt1CTAKPEMHIt1EBOIl1 AOfllt1Hbl

Ilepeaon

C aHrJlHHCKOro

E. KOPIOKHHOH

MOCKBa

2010

Y.D;K 65.011.1 EEK 65.290-2 K12

K12

KaJlaCaKH

f. Crapran:

11 MaCTep-KJIaCCOB OT axc-esaarenacra

Apple

II caxioro rrep.

nepaxoro

BeH'IypHOfO xarnrranacra

Kpenuaeaoa

):IOJIllHbI / f. Kasacaxa:

C aHfJI. E. KOPIOKllHO:il:, npenncn . .D;. RHa. 2010. - 254 c. ISBN 978-5-904522-41-4

M.: 000

«10Ha:il:Te):l Ilpecc»,

BbI nepacnre B PYKax YHllKaJIbHOe PYKOBO):lCTBO ,L\IDI na-nnraiouiero ):IeJIo:OT paspaoorior KHllfll neranax HOBOro rrpO):lYKTa B paMKax xoprropanan

JII060e

cymecraytonrea

KOMrraHlili ):10 II HeHY)[{HbIX ):10

C03):1aHIDI rrepaanaoaansaoa m

II n:ePKOBHO:il: 0611IllHbI. UeJIb 3TO:il:

rrOMO'Ib BaM C03):1aTb He'ITO BeJIliKOe, He 3aBH3HYBB reopaa II rrOJIY'IliB rrpll 3TOM see He06xo):lllMble 3HaHIDI. asroparer ):IJIHrrpezmpaaaaarenen -

Ian Kasacaxa -

rro BceMY MllPY -

cnx rrop 6bIJI 113BeCTeH Poccan JIllilib Y3KOMY KPYry I'l-cnenaanacrcs. B ero ll):lell rrOJIe3HbI ):IJIH caMo:il: IIIllPOKO:il: ay):IllTOplili sonareaea KpyrrHbIX xosmaaan

O):lHaKO

OT CTY):IeHTOB ):10PYKOBTOPbIM-

JII060:il: ccpepbI ):IeHTeJIbHOCTli.Ilepssrs, xaara

rrOMO)KeTHa6paTbCHCMeJIOCTlili C):IeJIaTb urarn B BepHOM narrpaanenaa, BCTPHXHYTbCH rrepeCMOTpeTb CBOll B3fJIH):lbI na senenae ):IeJI. II

Y.D;K 65.011.1 EEK 65.290-2

Bee npaBa 3aUjUUjelibl, BKJllO'WfI npaBo na Boenpou3Beoeliue Bee it KliUZU UJIU Jl1060it ee wacmu B xaxou-nutio qJOpMe. Onytinuxosano no oozoBopelilioemu e Portfolio, Penguin Group (USA) Inc.

ISBN 978-5-904522-41-4

© Guy Kawasaki, 2004. © Hsnaaae aa PYCCKOM H3bIKe, nepeaon, odiopsoreaae. 000 «Kiaaaren I1pecc», 2010.

,£IPY2 - smo mom, lCOMYeu uosceme eusuncum» codepscuuoe c60e20 cepdua xax ecms, c 3ep1iaMU U rueeesauu. 31iaJl, «rno cauue 6epeJK1ible PYlCU nepe6epym ece U omdexsm oJ1iO om JpY2020, xpa1iume 6 ce6e mo, «mo cmoum xpauums, U xezxo paccmaeaumecs co eces« ocmaisuuu.
HeH3BeCTHhIM aBTOp

npeAVlCllOBVIe K PYCCKOMYVl3AaHVlIO 611aroAapHocTVI Read me MOH1BalJ,HS1 Macrep-anacc

13
15

NQ1: C -rero HalJaTb

19

<POPMYJlHpOBaHHe Macrep-unacc NQ2: KaK n03V1I..\VlOHVlpOBaTb Macrep-unacc NQ3: KaK npese-rroears Macrep-xnacc NQ4: KaK uanacars 6V13Hec-nllaH . AKTHBH3alJ,HS1 Macrep-unacc NQ5: KaK crars 6yrcTp3nnepOM Macrep-unacc NQ6: KaK noaoopan, COTPYAHVlKOB Macrep-xnacc NQ7: KaK Ao6blTb xarurran npOlJ,BeTaHHe Macrep-unacc NQ8: KaK BblCTPOVlTbnapTHepCTBO Macrep-unacc NQ9: KaK c03AaTb 6peHA Macrep-unacc 10:KaK crars waMaHOM NQ )J.OJlr Macrep-xnacc NQ11: KaK crars MeHweM .

45

61 85

121 143
179 197

97

225 243

llocnecnoeae
AJ1(paBVITHbIHyxaaarens

249 250

n peAHCJlOBHe
K PYCCKOMY ltl3AaHltlIO
,n;HJIOCb -nrrars. raH Kaaacaxn -

Ei

JIeCT5nIJ;aJI HHra! HaKOHeU;-TO 3TOT MHPOBOH 6eCTCeJIJIep BhlXO,n;HT K na PYCCKOM.SI3hlKe.51 C YBepeHHOCTbIO MOry CKa3aTb, qTO 3TO nyqIIIMH yqe6HHK no npe,n;npHHHMaTeJIbCTBY H3 rex, qTO MHe npHXO-

nereanapasni
-

qeJIOBeK. Bo MHorOM 6JIaro,n;ap.SI era ceronna TOJInbI peBHocTHbIX

TaJIaHTY H npo<peccHOHaJIH3MY Y Macintosh npHBep)KeHu;eB, a Apple nonyqHJI crenem, HbIH 6H3HecMeH, HenOBTopHMbIH re, a TaK)Ke MBA B03Mo)KHO, B K~OM

ezrsa JIH He caMbIH Y3HaBaeMbIH 6peH,n;. Ycnernnpe3eHTaTop, aBTOp

KHHr,

Kaaacaxn

6aKaJIaBpa nCHXOJIOrHH B CT3H<pOp,n;CKOMYHHBepCHTeB KaJIH<pOPHHHCKOM YHHBepcHTeTe B Jloc-Amtscerrece. MO.SI3KcnpeCCHBHaJI ouenxa TaK)Ke CB.SI3aHaC TeM, qTO

Y Hero ecn, qeMY noyqHTbC.SI H K ero COBeTaM CTOHT npHcnyrnaTbC.SI. MaCTep-KJIaCce .SIo6Hap}')KHJI H,n;eHH KOHu;enU;HH, nopa3HTeJIb-

HO KOppeJIHpyrolIJ;He C MOHMH co6CTBeHHbIMH. Hasars see paBHo qTO OTnpaBHTbC.SI B noxon, ynIeJIb.SI, peKH, 3aCHe)KeHHbIe ropHhle xpefirsr

csoe ,n;eJIO-

3TO

B ,n;aJIbHIOIO3Kcne,n;HU;HIO. '-Iepe3 B npeKpacHyro ,n;OJIHHy ... 6e3 xame scero -

11 qTO Kaxoe

casioe HHTepecHoe, noxon

3TOT 6e3 KapThl H -

npoBo,n;HHKOB. KaKHx JIIO,n;eH3BaTb C C060H? CKOJIbKO 6paTb

nposnanra?
MbI 3a-

CHap.Sl)KeHHe?KaK BbI6HpaTb MaprnpYT? 3THMH BonpocaMH

,n;aeMC.SI, xorna HaM TenJIO H cyxo H Mhl yrnJIH erne He TaK ,n;aJIeKO B JII060H H MOMeHT MO)KeM nOBepHYTb K ,n;OMy. Ha II.SITOM nepeBaJIe MbI nOHHMaeM, qTO B03BpalIJ;aTbC.SI ')Ke n03,n;HO, npOBH3H.SIKOHqaeTC.SI,a } KopeHHOH BeprnHHOH K~bIH

aa osepemron

no-

pa3 OTKpbIBaeTC.SIHOBaJI...

B 3TOM
yqacTKJ1 p;aHHbIM

TPYP;HOM, pJ1CKOBaHHOM,

HO J1CKJIIOqJ1TeJIbHO rzte OTMeqeHbI BepHbIM J1 Myp;PbIM qJ1TaMTe

J1HTepeCHOM

3KC-

nep;J1~J1J1 KHJ1ra J1 MeCTa p;pyrOM,

Iaa

6yp;eT

KapTOM, OHa

Tpyp;HonpOXOp;J1Mhle nOMO~HJ1KOM, npe-

P;JUl npJ1BaJIa. onbITHbIM

CTaHeT

npOBOp;HJ1KOM B nyrs,

HaCTaBHJ1KOM-rypy. nepeqJ1TbIMeHbIIIe HaKpo-

l.JJ1TaMTe ee nepep; BaMTe na OIIIJ160K,

OTnpaBJIeHJ1eM

ee B nyrn,

casrsrx

TPYP;HbIX ero

yqacTKax.

Iapanrrrpyio, a xorna

BbI cnenaere sac BHe3anHO

BbI6epeTe

OnTJ1MaJIbHbIM

MapIIIpyr,

er CHe)KHaJ! 3Ta

6yp.SI, y sac

OK3)K}'TC.SI CYXJ1e CnJ1qKJ1. HeBa)KHO, qTO J1 B KaKOM c¢epe BbI npep;pa3p;e-

KHJ1ra YHJ1BepCaJIbHa rJIaBHOe -

npJ1HJ1MaeTe,

npaBJ1JIbHhle

YCTaHOBKJ1.

51

nOJIHOCTbIO

JUlIO MHeHJ1e KaBaCaKJ1: IIIOM ycnex,

TOJIbKO TO HaqJ1HaHJ1e )I(,lJ;eT p;eMCTBJ1TeJIbHO 60JIbJIe)KJ1T )KeJIaHJ1e cnenars na rorna p;OJIrJ1e MJ1P JIyqIIIe. ECJIJ1 ~eJIyro J1C-

B OCHOBe KOToporo KOMnaHJ1IO HeT?

Bhl XOTJ1Te C03p;aTb BeqHOCTb KpeHHee (a nOqeMY

rozrsr,

3nOXJ1 J1 p;a)Ke

aa

©),

ee OCHOBHOM ~eJIbIO

P;OJ1)KHO 6bITb

CTpeMJIeHJ1e

crtenars rorna

JIIOp;eM CqaCTJIJ1Bee. erne cryp;eHTbI McIJTM, C03p;aBaJ! 3aqeM MbI KOMna-

51 J1 MOJ1 KOJIJIerJ1, HJ1IO ABBYY, He cpa3y


npep;npJ1HJ1MaTeJIbCTBOM. Lingvo, J1 p;pyroe

CMOrJIJ1 Op;HaKO

C¢OpMyJIJ1pOBaTb,

3aH.SIJIJ1Cb

paapacarsrsaa

CJIOBapJ1-nepeBOp;QJ1KJ1 TeKCTOB FineReader

CJ1CTeMY P;JUl CKaHJ1pOBaHJ1.SI J1 pacno3HaBaHJ1.SI nporpaMMHoe

ofiecnexenae,
60JIbIIIee, QeM J1MeHHO n03ToMY HJ1 pyfina

MbI J1HTYl1TJ1BHO QYBCTBOBaJIJ1, QTO TPJ1BJ1aJIbHOe B nepBbIe )KeJIaHJ1e JIeT Mhl

HaMJ1 p;BJ1)KeT QTO-TO p;eHer. JIJ1 ce6e HaIIIY MO)KeT 6bITb,

aapaoorars
BCIO

10

He BbITIJIaTJ1-

KaK aK~J10HepaM

p;J1BJ1p;eHp;OB J1 peJ1HBeCTJ1pOBaJIJ1 MbI

npJ16bIJIb

ooparno

B KOMnaHJ1IO.

3HaJIJ1 TOJIbKO OP;HO: MbI XOTJ1M

C03p;aTb JIyqIIIJ1M

B MJ1pe npop;JKT,

J1 pap;J1 p;OCTJ1)KeHJ1.SI TOM ~eJIJ1 rOTOBhl 3 (J1 ¢aKTJ1QeCKJ1 TaK J1 p;eJIaJIJ1).

6bIJIJ1 TPYP;J1TbC.SIKpyrJIOcyrOQHO

Cerozraa
HaIIIJ1MJ1 B

KOMnaHJ1J1

ABBYY paooraer
nOJIb3yeTC.SI 60JIee CeMQaC MbI nporpaMMhl,

60JIee

900

COTPYP;HJ1KOB, QeJIOBeK

npOrpaMMaMJ1 MJ1pa. M MbI

30
MO)KeM

MJ1JIJIJ10HOB

130

cTpaHax

TOJIbKO C03p;aeM p;pyra.

QeTKO C¢OpMyJIJ1pOnOMoraIOT scexr

aars

HaIIIY

MaHTpy:

KOTophle

HaM JIyqIIIe

nOHJ1MaTb

p;pyr

Msr
csoero

)KJ1BeM

B CTpaHe,

KOTOPOM

KaK

B03P;YX Heo6xop;J1MbI QTO OHJ1 CaMJ1 TOJIbKO

JIIOP;J1 C axKY3He~bI p;eM-

TJ1BHOM )KJ13HeHHOM

n03J1~J1eM,

YBepeHHbIe, MO)KHO,

CQaCTb.SI J1 QTO P;OCTJ1Qb ero 3HaQJ1Moe. M TaKOBbI, xorna no

C03p;aBaJ! QTO-TO KaBaCaKJ1, xorna

CTBJ1TeJIbHO

MHeHJ1IO

Iaa

HaCTO.SI~J1e OHJ1 npe-

npep;npJ1HJ1MaTeJIJ1.

TaKJ1X JIIOp;eM 6yp;eT

60JIbIIIe,

KpanlT

rrpOCJ1Th J1 )I(,lJ;aTh rrOMOrQJ1 J1 rrpJ1CT}'IUIT K aKTJ1BHhIM p;ei1:cTBIDIM,

POCCIDI B03POP;J1TCJ[ J1 CTaHeT J1HHOBaU;J10HHoi1:p;ep)KaBoi1:. KHJ1ra

Iaa

BhIXOP;J1TB rrpaBJ1JIhHOM MeCTe B rrpaBJ1JIhHOe HpKHa TaKaJ! KHJ1ra,

BpeM5!.

Ceri-

xac POCCJ1J1oxem, TeJIhHhIi1: rrOChIJI.

necyuiaa

BepHhIe rrpOqeJI

J1p;eJ1 J1 rrOJIO)KJ1ee rrepBhIM.

5I

pap;, qTO B PYCCKOM rrepeBOp;e

AaBItlA flH, OCHOBaTeJlb ItI npencenarens COBeTa AltlpeKTOpOB KOMnaHltl1tl ABBYY, COaBTOp KOMnblOTepHblX nporpaaa lingvo ItI FineReader, COOCHOBaTeJlb KOMnaHltI1::1iiko, Cybiko, ArteFAQ, FAQcafe, pecropaua -Cecrpu rpItIMM)), KJly6a Squat, KOMnaHltl1tl AlAPY Software, 06pa30BaTeJlbHOrO <pOHAa Ayb ItI AP., KaHAItlAaT <p1tI3It1KO-MaTeMaTItI4eCKItIX HayK, naypear npeMltl1tl Ilpaaarenscraa POCCItlItl B otinacra HayKItl ItI TeXHItIKItl

M1i020.um B Y1iUBepCUmeme Ilpedocmepezan na

uasad Ped-b.JlPd KUn,/lU1i2 Maseuxsa B Moupeaxe. cmydeumoe

BblcmynaJt

Cpe<tb1O 01i CKa3aJt

J1 mau

od1iY ouen» BaJK1iy1O eetu», dOCmOU1iY1O 3anOMU1ia1iU.Jl. om <tpe3Mep1iOU sauuxsenuocmu

denseax,

enacmu

U,/lU

csaee,

01i CKa3aJt max:

«OdHaJKdbt

Bbt nOBcmpe<taeme

«esoeexa, d,/l.Jl Komop020 ece smo ne uueem snauenus: J1 moeda Bbt noiiueme, KaK eu 6ed1ibt».

X3JI(POPP;

JIaKKoK

MOl1M AETs:lM Hl1KY, HOA 11H03Ml1


Pe6eHOK - eucuras c!>opMa craprana, a Y MeHfI HX yme rpoe, OHH - Moe 60raTCTBO.

6JlarOAapHOCTl-1
Coeemya lie mo, «mo ecezo npUJlmliee,
a mo, «mo ecezo Jl,y<tzue. COJIOH

Oqy nofinaroztaprrrs rofi. 3TO, Bo-rrepBhIx, ee aannca'rs.

scex, KTO nosroran

MHe B patiore -

Hap; 3T0i1 KHJ1-

PJ1K KOT J13 Viking

OH J1 rrpep;JIOIKJ1JI MHe

Kposse roro, OH MJ1PJ1JIC.SI o BCeMJ1 MOJ1MJ1 6e3YMHhIc


aBTopy paoorari, C TaKJ1M pep;aKTOJ1 KO-

MJ1 J1p;e.SIMJ1 -

BKJIIOqaSI Ha3BaHJ1e, rrOp;3arOJIOBOK J1 KOHKYPC na nyqII1J1i1 He 06.SI3aTeJIhHO BepHO.) JIIOcapp;J1 J13 Viking 3aKXai1M, a TaIOKe

p;J13ai1H 06JIQ)KKJ1. ,Uai1 Eor K~OMy POM, KaK PJ1K. (Ofiparnoe MaHp;a Portfolio: ~o

BO-BTOPhIX, 3TO IhTTJ1 D033a J1Aneccannpa JIJ13a «Ee BhICOqeCTBO» DepKOBJ1U;. 3a K~hIM na CTOJ1T BeJIJ1KOJIerrHaSI KOMaHp;a.

Tlepea, YJ1JIJI Baiiccep J1 3p;pJ1aH

ycrreII1HhIM aBTopOM seer-

B-TpeThJ1X, 3TO rpyrrrra qJ1TaTeJIei1, KOTOPaSI J1CKpeHHe CTpeMJ1JIaCh MHe noxroxs, COBeTY.SIHe TO, qTO rrpJ1.SITHee, a TO, qTO JIyqII1e. Hexiano qaCOB rrOTpaTJ1JIJ1 OHJ1 aa qTeHJ1e J1 rrpaBKY MOJ1X qepHOBJ1KOB. Mo.SI 6ecKOHeqHaSI 6JIarOp;apHOCTh: pheBY, POHJ1T XaHer6J1, M3PJ1JIJ1H ,UeJI6ypr- ,UeJI(imc, ,U)KOPWKY Ii J1rop Xai1p;J1 Meficon, DJ1JIJIY MJ1p;y, ,U)KOHY MJ1qeJIY, f3pJ1 llh4>4>epy, PJ1KY

3HH TI. MJ1TqeJIJI, JIJ13e HJ1peJIJI, DJ1JIJIY Pafixepry,

CKJI3PJ1HY J1 3HP;PIO T3HY. B-qeTBepThIX, 3TO JIIOP;J1, BHOCJ1BII1J1e uennsre rrpep;JIO)KeHJ1.SI, rrorrpaBKJ1 J1 p;06aBJIeHJ1.SI. A J1MeHHO: Moxasren J1MpaH AHBap, JIJ1aH qoy, A6p;eJIh-PaxMaH, AHypaM AHaHp;, JIJ1,Uei1B D3KeJIaHp;T, A. ,U)K. Eanacytipaxraaaa, CTJ1B Eenr-

CTOH, ,U3BJ1P; Eepr, CKOTT DaTJIep, TOM Dai1epc,

AHTOHJ10 Kappepo,

TI3M qYH, TOM Kopp, CTJ1BeH KOKc, ,Ue60pa

BOJIJIMep ,UanhKe,

MapTJ1H 3P;J1K, D06 3JIMOP, 3pJ1K 3PJ1KCOH, 3nai1H

<Peppe, TI3M <PJ1II1ep,

C3M XaH, JIeHH X3HH, CTJ1B XOJIp;eH, XMJIapJ1 XOPJIOK, K3TpJ1H Xcy, ,Uar Ai1TO, DJ1JIJI ~C, ,U)KOH MJ1qeJI, CJ1HP;J1 HeMeT-,U)KOXaHHec, TOM Koc-

13

HJ1K, fhBJ1H JIOJIJI, JIec JI3KJ1, MOJIJIJ1 JI3BJ1K, 3pJ1K «OTKPhlThIM» Jlaiiep, 3HTOHJ1 JIJIOM~, P06epT

Maxrperop, TOM MJ1~, KpJ1c MeJIqJ1Hr, <PYWKJ10


nona O~hIOJIeMT, KOJIJ1H OHr, CTJ1B Ay-

MJ1MOHJ1, ,U)Ke<p<ppJ1 O'HJ1JI,

JIeTT, JIaKJ16a TIJ1TTMaH, ,[QKJ1Ha POCC, ,U~JIJ1 TIaYH~' YOPPJ1K TIoM3ep, KOMaH~a Propon, Prorapn Tlyn, AHJ1Ta Pao, ,[QKJ1M Pofieprc, MapTJ1 Pon)Kepc, ,U)KOH POHJ1, Aapon P03eHU;BeMr, MaMKJI P03eHeK, npaMaH Py~OJI<p, ,U3BJ1~ lliJIJ1TTep, ,[QKOH CKaJIJI, Hsxap lli3M,

Mapx CJ1PKJ1H, MapTJ1

CTOrC~J1JIJI, ~~J1 CyOpTJIJ1, Pace TeMJIOp, JI3ppJ1 Towncon, 3MMJ1 BepHeTTJ1, PaMaH B3JIKOTT, llieJIJIJ1 BaTcOH, TJ1M BJ1JICOH, PaMaH BOHr J1 5IH 30Hec. B-IUIThIX, JIIO~J1, rrOMOraBIlIJ1e MHe c MapKeTJ1HrOM 3TOM KHJ1rJ1: AJIJ1Cca <PJ1IlIep, C3H~J1 KopJ1, Tecc M3MaJIJI, PIOJ1 <P3H TIex, lliJ1<p3H JIJ1, lliJ1aM Caaxap, neTTJ1 TeMJIOp J1 KaM5IH BaH. B-IlIecThlx, M051 JII06J1Ma5I J1 JII0651Iu;a5I )KeHa Ber, CrracJ160 o60J1X rrepJ1o~ )KJ13HJ1, a erne B-ce~hMhlx, CJIOaH XappJ1C aa nyqIlIJ1e ~B~u;aTh J13 International

Te6e, qTO

TeprreJIa MeH5I see BpeM5I, QTO 51rrJ1CaJI 3TY KHJ1ry B TaKOM CJIO)KHhIM~AA Hac JIeT MoeM )KJ13HJ1. Creative Management. C'heJIJ1

CJIaBa Eory, QTO y MeH5I ecrs CJIOaH, 6hI MeH5I )KJ1BheM. B-BOChMhlX, TIaTpJ1K JIop

J1HaQe PJ1K KOT J1 Portfolio

J1 KOMaH~a J13 iStockPhoto,

rrOMOraBIlIJ1e

C rpaqlJ1KOM 3TOMY rpa<pJ1QeCKJ1 OTCTaJIOMY aBTOpy. 3TO ,lJ,)KOH nOJI~Yl1H, Py6eH AMaJIa J1 KeH 5IKeJI J13 KOHhK06e)KHo-XOKKeMHoro KJIY6a Ice Oasis. ECJIJ1 6hI He OHJ1, 51 6hl 3aKOHQJ1JI 3TY KHJ1ry na IlIeCTh MeC5Iu;eB paHhIlIe. CeMQaC nyqIlIJ1M rrpOJ1CXO~eHJ15I Ho 'rorna 51 He 6hIJI 6hI HaQJ1HaIOIu;J1M XOKKeJ1CTOM IUITJ1~eC5ITJ1 JIeT ranaiicxoro B KpeMHJ1eBOM ~OJIJ1He. A 3TO, COrJIaCJ1TeCh, OQeHh rrpJ1-

Haxonen,

BJIeKaTeJIhHa5I PhlHOQHa5I HJ1IlIa.

14

Read me
Cauas
80lutYlOUI,a.Jl qipasa, mxylO MOJKHO yc.ltbtutamb Om1CjJbtmU.JlX, AibeK A3J1MOB

8 HaYTee, qipasa,

8038eUl,alOUi,a.Jl 0

uoeux

808ce He «38pU1Ctl!»,

a «Kax cmpaHHO ... »

B rpase ntenne zrerans,

M
B

HO)KeCTBO MeTa<pop J1 cnana J1 3aKaT.

MO)KHO nonotipars

~JUI

OrrJ1CaHIDI <pa3 pOCTa

6J13Hec-u.J1KJIOB: BOT BaM erne

rrpJ1JIJ1BhI J1 OTJIJ1BhI, J1Hh J1 .HH, BOCXO~ O~Ha MJ1KpOCKOrrhI J1 TeJIeCKOrrhI. J1 «B03BpaK~

MJ1KpOCKOrrOB

rrorrYJUlpHO

XJI~HOKpOBHoe KaK non

MhIIIIJIeHJ1e

K OCHOBaM». K~hIi1:

3KcrrepThI

J13yqaIOT

MJ1KpOCKOrrOM -

rrpO~T

B JIJ1Hei1:Ke, K~ MHOrOJIeTHJ1X aHaJIJ13a. rrpe~rrpJ1HJ1MaTeJIJ1 HeqTO HOBoe,

Tpary

a 3aTeM Tpe6YIOT J1 Bceo6'heM-

nonpotiasrx
JIIOllI,erO

rrporH030B,

J1CClIe~OBaHJ1i1: phlHKa

KOHKYpeHTHoro

<pa3e TeJIeCKOrrOB OHJ1 J1306peTaIOT TpaT.HT ~y

COBeplIIaIOT

rrpophlB

B 6y~y-

mee,

MeHJIIOT

MJ1P J1 YTJ1paIOT HOC KOHKYJ1~eJ1, HO KaKJ1e-TO

peHTaM.

nener -

aa 6e3YMHhle,
K~hli1:

Ka3aJIOCh 6hl, nenaer J13 Hac nrar

J13 HJ1X cpa6aThIBaIOT

J1 qeJIOBeqeCTBO

Brrepe~. J1 MJ1P no-

Korna
JIOH 3Be3~.

B xony Ho

TeJIeCKOrrhI,

aCTpOHOM,

3aTeM

MhI BHOBh 6epeM Bhl

MJ1KpOCKOrrhI ycrrexa,

J1 BJ1~J1M MJ1P, rrOJIBaM rroTpe6YIOTC.H

HhIi1: J13'h.HHOB. ECJIJ1 )Ke J1 MJ1KpOCKOrrhI, O~HaKO

XOTJ1Te ~OCTJ1qh

J1 'rerrecxorna. TaK KaK rro~pa3yMeBaeT J1 c60p J1H<popMau.J1J1, 3TO

3TO HerrpOCTO, rro ThIC.HqaM

paatipocaaaoji
TaK)Ke JIOB ee). oanaxaer

KHJ1r, ~PHaJIOB

J1HTepHeT-cai1:TOB. J1

KOHCYJIhTau.J1J1 C COTHJlMJ1 3KcrrepTOB

nporpeccnoaaa He

J1 TO B cny=rae,

eClIJ1 Bhl CYMeeTe ~06J1ThC.H ay~J1eHu.J1J1 (J1 OrrJIaTJ1Th see csoe BpeMJI

Bsr pJ1CKYeTe rrOTpaTJ1Th CTBIDI. Meaory TeM J1MeHHO


HJ1MaTeJIhCTBa.

aa

o6yqeHJ1e,

aa

~ei1:-

~ei1:CTBIDI

COCTaBJUlIOT cyIlI,HOCTh

rrpe~rrpJ1-

15

3Ta

KHMra rrpM3BaHa

06JIerqMTb

BanIM MYKM.

Mo.H nens

noncxaaars
rrpe~ECJIM

BaM, KaK, MCrrOJIb3Y.H BCe CBOM 3HaHM.H, JII060Bb BeJIMKOe, He 3aB.H3HYB B TeopMM rrOJIO)KeHM.H, qTO Barna uens M HeH)')KHhlX M3MeHMTb

M aM6Mu.MM, C03~aTb HeqTO


~eTaJI.HX.

51: MCX0X<)' M3
ero.

MMP,

a He M3yqMTb

Barn ~eBM3: «,n:OBOJIbHO 60JITOBHM TO Bhl nenana rro a~pecy. 3TO KTO?» He B03MO)KHO,

CKa)KM MHe, qTO .H ~OJI)KeH C~eJIaTb»,

<<A BbI

crrpOCMT qMTaTeJIb.

,n:eJIO B TOM, qTO KOTOPbIi1

rrpe~rrpMHMMaTeJIb XOqeT M3MeHMTb

nporpeccna,

a COCTO.HHMe~yrnM rrpMcynIe

qeJIOBeKa,

6Y~ynIee.

(J.1 OHO, KOHeqHO, BeqHO Mlll,ynIMM JIIo~ei1,

He TOJIbKO 06MTaKarrMTaJI.) Ta-

TeJI.HM KpeMHMeBoi1 KMM 06pa30M, HOBoe B

~OJIMHbI,

BeHqypHhli1

3Ta KHMra pa3HbIX

~JI.H scex

CTpeM.Hlll,MXC.H

coanars

HeqTO

casrsrx

crpepax

~e.HTeJIbHOCTM:

• ~JI.H pe6.HT B rapa)Kax, • ~JI.H xpafipeuos, rrpO~BMraIOT

MeqTaIOlll,MX pa60TM

OCHOBaTb KpyTyIO B ~e

KOMrraHMIO; CPMPMax,

KOTophle, na PbIHOK

cynIeCTByrolll,MX

HOBbIe rrpO~YKTbI rnKOJIbI,

M yCJIyrM;
op-

• ~JI.H CB.HTbIX, OTKphlBaIOlll,MX raHM3au.MM.

U.epKBM M HeKOMMepqeCKMe

BeJIMKMX KOMrraHMi1, ofimero, qeM

BbI~aIOlll,MXC.H rnKOJI, xorna peqb

U.epKBM M HKO

ropa3~o

60JIbrne C HYJI.H.

pa3JIMqMi1,

M~eT 0 C03~aHMM xero-nafio

fJIaBHOe

He 3aKOrraTbC.H na J.1TaK,

CT~MM

MMKpOCKorrOB,

COBeprnM

rrpo-

pbIB B 6y~ynIee.

sa zterro,

rai1KaBacaKH naJlO-AlJbTO, KaJlH<!>0pHH5I kawasaki@garage.com

16

M OTlt1 BAUlt1s:J

C 4erO
Hyscuo 8HUMameA-bHO csedum», sameu npUA-a2amb ece CUA-bt, 1Jm06bt

MACTEP-KllACC NQ1

Ha4aTb
1Cyda eedem me6Jl
XaCM~CKoe

cepdue,

He C8epHymb C Jm020 nymu.


M3peqeHMe

KOPOTKO (KaK OnTHMH3HpOBaTb Pa60TY OTKPbIBalO~eHCfl KOMnaHHH)

Ho

6hlqHO R O¢OpMJUIIO CBOMpeqM B BM~e CllMCKa M3 ~eCRTM M 31)' KHMry R XOTeJI nasars Ba:>KHbIX serueii, KOTopble TaK :>Ke~OJI)KeH

llYHKTOB, casrsrx

CllMCKOM M3 ~eCRTM C~eJIaTb

llpe~llpMHMMaTeJIb.

1l0nyqMJIOCb scero

nars:

1.

COTBOpl1Te liTO-TO AeHCTBI1TenbHO


MOTMB ~JIR OTKphlTMR

3Halil1MOe

(BAOXHOBl1n AmOH AY3pp).


zrena ecru 3TO llpe~llpMTaKOM

JIyqIIIJ1M HRTb

c06CTBeHHoro TO

QTO-TO MJIM

~eMCTBMTeJIbHO yCJIyry, KOTopble

3HaQMMOe,

llpM~yMaTb TaK

llpO~yKT

C~eJIaIOT MMp

JIYQrne.

QTO llepBO-

OQepe~HaJI

Barna

aanaxa -

pernMTb,

KaK MMeHHO

BbI MO:>KeTe YCOBep-

rneHCTBOBaTb

MMp.

2. COlil1HI1Te
KOM ~MHHbI, J1X -

MaHTPY. 3a6y~bTe
C~Hhl

0 llporpaMMHhlX HMKTO

3aJIBJIeHJ1JIX He cnocofien

OHM CJIMrn3arrOMHMTb

M 6eCllOJIe3HbI.
0 TOM, QT06hl

He rOBopR

Y:>K

llpeTBopMTb

B :>KM3Hb. BMeCTO sroro OHa M 110-

B03bMMTe Barny

M~eIO M3 11.

1 M aa ee

OCHOBe COQMHMTeMaHTpy,

MO:>KeTBceM BarnMM COTpy~HMKaM

1l0HRTb rnaamre

QeJIM KOMllaHMM.

3. npl1crynl1Te
ro llpO~Ta mona, He JIOTKM, M

K AeHCTBI1HM. HaQHMTe llpOM3BO~CTBO M peaJIM3aQMIO santeMJIM YCJIyrM.

sa zteno.

Eeprrre B PYKM llaJIJIbHMKM, KOMllMJUITOPbI, MOAutoCAD - JII06ble He06xo~MMble BaM MHCTpYMeHTbI 3aQMKJIMBaMTecb aa 60JITOBHe, rnrcannae M llJIaHMpOBaHMM.

19

MaCTep-KJlaCC

NQ 1
CBOIO 6H3Hec-MoAenb.
rrpe~CTaBJUlTh ce6e,

4. Onpeaenare
,IJ,ax<e caxrsre

BhI ~OJDKHO qeTKO

Kaxoe 6b1 ~eJIO BbI HJ1 OTKPblBaJIJ1, KaK aapafiartzsart, aa HeM ~eHhrJ1.
yc.nyra He )KJ1JIh-

reanansmae

J1~e.H, TeXHOJIOrJ1.H, rrpO~)'KT,

LlbI 6e3 YCTOi1:qJ1BOi1:6J13HeC-MO~eJIJ1.

5. tlocrpoare
H)?KHO Heo6xo~J1MO MO~eJIh,

CHCTeMY

BP3 (aexa, pacsera,


6) paCqeThI,

3aAallH).

J1 rrOCJIe~HJ1i1:IIITpl1XBeXJ1, KOTopble 6J13HeC-

CBeCTJ1 B e~J1lI)'lO npofirrr;

CJ1CTeMY TpJ1 CrrJ1CKa: a) rnasmae

aa

KOTOPbIX BbI CTpOJ1Te Barny qTo6b1

J1 B) 3~aqJ1,

KOTophle

H)?KHO peIIIJ1Th, rrOMep)KJ1BaTh

~OCTJ1qh rrOCTaBJIeHKOMrra-

HhIX LleJIei1:. 3Ta

CJ1CTeMa 6y~eT

~J1CLlJ1rrJIJ1HY saruefi B

HJ1J1J1 rrOMO)KeT ei1: y~ep)KaThC.H

aa rrJIaBY,

~J1Ch

XOTh BCeMJ1pHbli1: noron.

COTBOPl-1TE '-ITO-TO 3HA'-Il-1MOE


g HUKo2Ja He nO;o/t'btZU.lUl.lt0 mOM, "tmo6bt covuusms csaeu U nouecmeu. g JO.ltJICfH Jamb euxod mOMY, umo
8 paJu Y

ueu»

cepdue, -

80m nO"teMY.It
JIIO~BJ1r

nuzuy
BaH

My3btKy.

oeTXOBeH

CYIQeCTByeT

MHO)KeCTBO KHJ1r rro rrpe~rrpJ1HJ1MaTeJIhCTBy, B ~OTOIIIHhli1: caMoaHaJIJ13,

KOTopble rrpe~JIara.H

C rrepqJ1Taztena.

BblX )Ke CTpaHJ1L1 rrorp~aIOT TeJIIO orrpe~eJIJ1Th,

~ei1:cTBJ1TeJIhHO JIJ1 OH rOTOB K OTKPblTJ1IO csoero orryna:

BOT TJ1rrJ1qHhle BorrpocbI

• fOTOBbI • fOTOBbI

JIJ1 BhI

paoorars

rro MHoro

qaCOB

sa

HJ13KYIO

sapnnary?

JIJ1 BbI rrOJIyqaTh

OTKa3 aa oTKa30M?

• fOTOBbI JIJ1BbI B3.HTh

aa ce6.H OTBeTCTBeHHOCTh aa COTHJ1rrO~qJ1HeHHhIX? aa


nozroonue BorrpocbI HeB03MO)KHO OTBe-

Ho

npofinexsa

B TOM, qTO

TJ1Th 3apaHee,

J1 TOJIKY OT HJ1X MaJIO. C O~HOi1: CTOPOHhI,

CJIOBa He~oporo 3TO BOBce

CTO.HT. ECJIJ1 qeJIOBeK

rOBOpJ1T, qTO OH rOTOB C~eJIaTh qTo-JIJ16o,

He 3HaqJ1T, qTO OH 3TO C~eJIaeT. C er, npyrori CTOPOHbI, HaJIJ1qJ1e y sac COMHeHJ1i1: J1 TpeBor He 03HaQaOTBeThI

QTO BbI He cnocofinsr

rrOCTpOJ1Th BeJIJ1KYIO KOMrraHJ1IO.

Baunr

20

aa

3TM BOrrpOCbI cefi=rac He MMeIOT

HMqerO

ofiutero

C BaIIlMMM ~eMCTBIDIMM

'rorna, xorna

sac

ocemrr

reHMaJIbHaJI M~e.H.

MaJIO KTO TeJIb, noxa

aa

CaMOM nene

suaem

0 TOM, qTO OH* -

rrpe~rrpMHMMaBOT

He CTaHeT MM

(a HeKOTopble M 'rorzta He ~or~blBaIOTC.H).

e~MHcTBeHHbIM Borrpoc, qMHaTb

KOTOPbIM CJIe~yeT

sanars

ce6e, rrpe)K,D,eqeM

aa-

coocrsermoe

zteno:

«3HaqMMOe» -

3TO He ~eHbrM, He BJIaCTbM He rrpeCTIDK. «3HaqMMOe» -

M ~:DKe He C03~a-

HMe rrpMBJIeKaTeJIbHOrO MeCTa patiorsr.

3TO, HarrpMMep:

• C~eJIaTb MMp nyqIIle;

• noasrcrrrs

KaqeCTBO)KM3HM;

• McrrpaBMTb qy~OBM~HYIO

OIIlM6KY;

• He ~aTb qeMY-TO xopOIIleMY 3aKOHqMTbC.H.

ECJIM Y

sac ecrs

raxoro

po~a u;eJIM,3TO ztaer BaM orpOMHoe rrpeM~e-

CTBO aa TepHMCTOMrryTM rrpe~rrpMHMMaTeJIbCTBa.ECJIM )Ke HeT, BbI Bee PaBHO MO)KeTe ~OCTMqbycrrexa, HO3TO6y~eT ~e ~eMCTBMTeJIbHO 3HaqMMOrOl..ho6bl rrOH.HTb3TO, MHe xorna Tpy~Hee, T. K. COTBopeHMe qerO-TO

CMJIbHeMIIlaJI 3 B03MO)KHbIXMOTMBau;MM. M ~B~u;aTb JIeT.

B 1983 rony, KOMrraHMM Apple rpoMMTb rrM~MMM IBM,

norpedosanocs .HHaqMHaJI patiorars


u;eJIbIO aamero

B rro~pa3~eJIeHMM Macintosh ~eCTBOBaHM.H 6blJIO pa3-

Computer, oTrrpaBMTb MX

aa

CBaJIKY MCTOPMM-

BHOBb ToproBaTb

MaIIlMHKaMM Selectric. ~eCTBOBaHIDI CTaJIO YHMqTO)KMTb Windows pbl6y

B 1987-M U;eJIbIO aamero M Microsoft,

OTrrpaBMTb bMJIJIa

Iefirca

rpy3MTb

aa

TIaMK-TIJIeMC-

Mapxere, B 2004Ventures,

M.H-

yrrpaBJI.HIO~MM ~MpeKTop KOMrraHMMGarage Technology

KOTOPaJI3aHMMaeTC.H CTapTOBbIMM BeHqypHbIMM BJIO)KeHIDIMM. MO.H nens

Cerorma
rrpo~yKTbl,

BOO~YIIleBJI.HTb JIIO~eM

paapafiarrasars

KpYTble

C03~aBaTb BeJIMKMeKOMrraHMM, MeH.HTb MMp K JIyqIIleMy.


JII1IIIb BCTaBJIJU! Tyr MeCTOI1Memrn 11 TaM ,!IOrrOJIHI1M)'JKCKoro pO,!la 11~I1Te

* ECJU1

6bI TOJIbKO CeKCI13M MO)KHO 6bIJIO nofiopors, OH/OHa, Ycrrex ero/ee 11T. ,!I.

TeJIbHOe MeCTOI1MeHl1e: rrpOCTO ,!IJUI KpaTKOCTI1. CeKCI13M TaM, rne ero

5I I1CrrOJIb3yK>

B rrpe,!lrrpl1HI1MaTeJIbCTBe

He 3aBI1CI1T OT

nona,

He

HeT.

21

MaCTep-HJlaCC

NQ1
BeJIMKJ1X qmpM -)KeJIaHMe ycrrexa, C03~aTb qTOHO eCJIM BbI

fJIaBHbIM TO 3HaqMMOe. M rrOTeprrMTe

MOTMB ~eMCfBJ1TeJIbHO HaJIMqMe Hey~aqy,

TaKOrO )KeJIaHIDI TO ~, rro KpaMHeM

He rapaHTMpYeT Mepe,

B ~OCTOMHOM ztene.

Yfl PA}f{H EH ~ E
3aHOHlHne

npennoaeuae:

ECJlItI6bl He 6blJlO Moe~ Q>ItIPMbl,Mltlp 6blJl 6bl xyme, nOTOMY'"lTO

COl.ll-1 H l-1TE MAHTPY


3aKpOMTe rnaaa

M 3~yMaMTecb
B qeM JIIO~eM

0 TOM,

KaK}'lO

rrOJIb3Y

BbI 6y~eTe

rrpMHOBaIIIeM «rrpo-

CMTb CBOMM KJIMeHTaM. qmpMbI? rpaMMHbIM EOJIbIIIMHCTBO 3<UIBJIeHMeM,

BbI BM~MTe OTBeT na

CMbICJI cyrn;eCTBOBaHIDI 3TOT Borrpoc Ha3bIBaIOT

MJIM MMCCMeM, KOMrraHMM». 3<UIBJIeHIDlB rrepByIO

:rwrn

CoCTaBJIeHMe rrpOrpaMMHoro rrpe~pJ1HJ1MaTeJIb M 60JIe3HeHHbIM y60r<UI HYMlTIma. nenaer

KaK rrpaBJ1JIO, TO, =rro HaqJ1HaIO-

oqepe~.

K CIDKaJIeHJ1lO, o6~o
KOTOPOro rronyqaeTOI

3TO KaK<Ui-

Tpy~bIM HJ16y~

mo

rrpo~ecc,

B pe3}'JlhTaTe

HeM3~bIM

pe3}'JIbTaT COqlfHJ1TeJIhCTBa orpOMocqaCTJIJ1BJ1Tb eme 60JIbIIIee

HbIM KOJIJ1qeCTBOM JIIO~eM <rero-ro, KOJIJ1qeCTBOJIIO~eM (COTpy~KOB,

rrpM3BaHHOrO ~MOHepOB,

KJIMeHTOB M naprnepos). 3<UIBJIeHMM~MHHbIe, BbICOHY~HbIe,

OCHOBHOM He~OCTaTOK 60JIbIIIMHCTBa KorrapHOCTb 6aHaJIbHbIe ,[QKecpCPPM M qpe3MepH<UI ~eTaJIbHOCTb.

rrpOrpaMMHbIX TIO~M Bee OHM-

M 6eCCMbICJIeHHble*.

B CBoeM «KHMre

rrpOrpaMMHbIX

3<UIBJIeHMM» ~O Bee KOM-

Afipaxassc

rrpMBO~MT

rraHMM rrMrnyT HaM60JIee

0 ee6e O~HY M

301 rrpMMep, rrOKa3bIBaIO~MM, TY)I«: 6aHaJIb~MHY' BOT HerrOJIHbIM


B rrpMMepax, C06paHHbIX

crrMCOK CJIOB,

qaCTO ynorperinaesrsrx -

A6paxaMCOM**:

JIyqIIIMM coofiutecrsa KJIMeHTbI

94 pa3a; 97 pa3; 211 pa3;

* ECJII1 BbI see paBHO y6eJK,L\eHbI, 'ITO rrporpaMMHoe 3aJ1BJleHI1e Heo6xo,LII1MO, 3ai1,L1I1Te na www.artofthestart.com M ~eJlKHMTe rro CCbIJlKe «Ieacparop rrpOrpaMMHbIX 3aJ1BJleHMii» (http://www.unitedmedia.com/comics/dilbert/career/bin/ms2.cgi. ). OTKpoeTOI reHepaTOp .llMJl6epTa - BOCrrOJlb30BaBIIII1Cb 11M, BbI CMO)KeTeOKOHOMMTb TbICR'IM ,LIOJlJlapOB. ** no KH.: Abrahams]. The Mission Statement Book. Berkeley: Ten Speed Press, 1999 (Aopaxasrc .ll)K. Knnra rrporpaMMHbIx 3aJ1BJleHI1i1).

22

COBeprneHCTBO -

77 pa3;

JIJ1~ep - 106 pa3; KaqeCTBO - 169 pa3. Y~aqa corryrcTByeT CMeJIhIM, TaK qTO .H ~aM BaM O~J1H COBeT, KaK 063a.HBJIeHJ1.Hna 6J13HeCMeHoM xorna CTaHeTe ycrrernHhIM

JIerqJ1Th ce6e )KJ13Hh: OTJIO)KJ1Te HarrJ1CaHJ1e rrporpaMMHoro rrOTOM. 3ai1MeTech C ~ei1 cB060~HOro 3TJ1M noaace,

BpeMeHJ1 J1 ztener; (A eCJIJ1 He CTaHeTe, TO J1 rrpo-

rpaMMHoe 3a.HBJIeHJ1e BaM 6y~eT ~e HJ1 K qeMY.) A cefisrac - COqJ1HJ1Te ~JI.H csoero rrpe~rrpJ1.HTJ1.H MaHTpy. BOT CJIOBapHoe orrpe~eJIeHJ1e:

Manrpa

[CaliC1Cp.

mantrah

OT man -

~yMaTh, MhICJIJ1Th] -

B J1H~YM3-

Me: CB.H~eHHOe 3aKJIJ1HaHJ1e, KOTOPOMY rrpJ1rrJ1ChIBaeTC.H BOJIrne6Ha.H, CBepX'heCTeCTBeHHa.H J1 J1cu.eJI.HIO~a.H CJ1JIa*. BeJIJ1Ka.H nems! Macro JIJ1 rrporpaMMHhIX 3hIBaTh CTOJIhKO 3MOU.J1i1 J1 npooyxoiarr, TIpeJIeCTh 3a.HBJIeHJ1i1 cnocofiasr BhI~ KpaTKO-

TaKJ1e CJ1JIhI?

MaHTphI B TOM, qTO OT nee rro orrpe~eJIeHJ1IO

CTJ1J1 3ByqHOCTJ1. (TIO)KanyM, CaMa.H KOPOTKa.H MaHTpa B MJ1pe COCTOJ1TJ13 O~HOrO-e~J1HCTBeHHoro J1H~J1i1cKoro CJIOBa - OM.) Marrrpy He ~HO 3arrJ1ChIBaTh, rry6JIJ1KOBaTh B e)KerO~HOM or-sere J1JIJ1 ne-rarars aa nnaxaTax. A eCJIJ1 BhI see )Ke BhIH~eHhI 06pa30M, TO 3TO neynaxnaa MaHTpa. MaHTphI: Nike. Disney. Starbucks**. crropTa (Authentic everyday athletic performance), «rrpO~BJ1raTh» Barny MaHTpy TaKJ1M

BOT l1.HTh rrpJ1MepOB, J1JIJIIOCTpJ1PYIO~J1X CJ1ny xoponrefi • Bee ana HaCTO.H~ero • Pa3BJIeqeHJ1.H ·U,eHeH K~hli1
~JI.H

Bcei1 CeMhJ1 (Fun family

entertainment), moments),

MJ1r (Rewarding

• ,II:yMai1 (Think), IBM. • Bce pa~J1 rrofiezna (Winning J1 Green Bay Packers.

is everything),

BJ1HC JIoM6ap~J1***

* EOJIbIIIOi1 TOJIKOBbli1 CJIOBapb pYCCKoro JI3b1Ka / [JI. peA. C. A. KY3HellOB. CTI6.: HoPYlHT, 2009. - IlpUM. ped. ** Bedbury S. A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. New York: Viking, 2002 (EeA6epYl C. 0, AYlBHbli1 MYlp 6peHAoB! 8 npYlHlIYInOB AOCTIDKeHYIJI6peHAOBoro JlYlAepCTBa B XXI nexe). *** BYlHClloM6apAYI (1913-1970) - aMepYlKaHCKYli1<Pyr60JlbHbli1 TpeHep. - IlpUM. pea.

23

Macrep-xnacc
CpaBHMTe rpaMMHhIM

NQ1
MaHTpy Starbucks «I.Ienen K<DK,!J;hIi1: MD> M «YTBep,n:MTh Starbucks C npo-

3a5!BJIeHMeM 3Toi1::lKe KOMnaHMM: nOCTaBm;MKa JIyqIllero npMBep:IKeHHOCTh

aa no-

3MU;IDIX rJIaBHOrO pOCTa M pa3BMTIDI "lITo

B MMpe Kocpe, COXpaJUUI no Mepe HeM3MeHHhIM npMHU;MnaM».

HaIIIMM

nerae

3anoMHMTh? qTO KTO-TO cnpocMT BaIIIMX

Flpencrassre,
oTBeTa-MaHTphI -

poznrrenesi

MJIM ceKpeTaKpaTKoro

p.H, qTO npoM3Bo,n:MT

santa cpMpMa.

J.1

qTO MO:IKeT 6hITh

JIyqIlle

«sce

nna HaCTO.Hm;erO

cnopra»?

Yfl PA>KH EH ~ E
npHAYMaH"re MaHTPYAIlfl Bawei1 KOMnaHHH, YMeGn1B ee Ha 3TOi1crpoxe:

J.1 nocrrezmee
Tpa TPYMTC.H. CJIoraH

no

3TOMY nyHKry:

He

rryrairre

MaHTPy

M CJIoraH.

MaHOHM

,n:AABallIJ1X COTpy,n:HMKOB: OHa -

rroxroraer
Nike

MM nOH.HTh, pa.n:M xero

.D:AA BallIJ1X KJIMeHTOB: OH 06'h.HCH.HeT,.D:AA xero MM sam

npO.n:yKT MJIM yrnyra.

Hanproaep,
«TIpoCTO

MaHTpa

«Bee

.D:AA HaCTO.Hm;erO

CnOpTa», a J1X CJIoraH -

c,n:eJIai1:3TO. He

,n:ai1 ce6.H OCTaHOBMTh»

(just do

it).

YnpA>KHEH~E
B CIleAYIOll\ei1 Ta6IlHI..\e npencrasneuu peanssae nporpaMMHble
flBIleHHfl HeCKOIlbKHX KOMnaHHi1 H MaHTpbl, «oropue 4HHHIl. LJTO,Ha aaui B3rI1flA, cunsaee uennser? safl AIlfl HHX co-

KOMnAHHH

PEAllbHOE nporPAMMHOE 3AHBnEHHE


MI1CCI1H Southwest Airlines - HeYKfloHHo

rHnOTETHLJECKAH MAHTPA

ABHaKOMnaHHH Southwest Airlines

CJ1eAOBaTb BblCWI1M cTaHAapTaM Ka4eCTBa 06CJ1YlKI1BaHI1f1 Kfll1eHTOB, HeOTbeMJ1eMbIMI1 3J1eMeHTaMI1 KOTOPblX flBJ1f1IOTCfI I1HAI1BI1AYaJ1bHbIH nOAXOA, TeMOTa, APYlKeJ1106I1e, YBa}f{eHl1e 11KopnOpaTI1BHblH AYX flY4we, 4eM 3a pYJ1eM

24

C
KOMnaHHfl Coca-Cola CYL4eCTByeTAJlfl roro, 4T06bl HeCTH B MHp 6Jlaro):laTb H CBelKeCTb MHccHfl Wendy's - npe):lOCTaBJlflTb HaWHM KllHeHTaM npO):lyKTbl H yCJlyrH Bblc04aHwero Ka4eCTBa H nenan, 3TO noCpe):lCTBOM JlH):lepCTBa, HHHoBa4HH H napraepcsoro B3aHMO):leHCTBHfl nOMoraTb JlIO):lflM H36eraTb KpHTH4ecKHx CHrya4HH, roTOBHTbCfl K HHM H cnpaaJlflTbCfl C HHMH

1JelO

tcau am»

Coca-Cola

OCBelKHM MHp!

Wendy's

3):lOPOBbIH lj>acT-lj>y):l

KpacHblH

Hpeer

OCTaHoBHM 60Jlb!

Oxpaasn, CWA H 3aL4HL4aTb HX HHTepecbl BBCCWA


nOCpe):lCTBOM B03):lYWHO-KocMH4ecKoro MoryL4eCTBa 3a):la4a Aloha United Way - B03maBHTb 06be):lHHeHHe JlIO):leH C 4eJlbIO nocrpoeHHfl 60Jlee 3):lOPOBOro, uepaauoayumoro 06L4eCTBa Y4eHble, BOJlOHTepbl, neaarors, C04HaJlbHble COTPy):lHHKHH a):lBOKaTbl opraauaa4HH March of Dimes 06be):lHHflIOT YCHJlHfl C 4eJlbIO nOM04b B 60Pb6e sa Bbl3):lOPOBJleHHe BceM ):leTflM - He):lOHOWeHHbIM, C BpOlK):leHHbIMH nopoKaMH H ):lpyrHMH naTOJlOrHflMH pa3BHTHfl

KpY4e scex B He6e H KOCMoce

United Way (raBaHH)

06be):lHHHM JlIO):leH!

March of Dimes

Cnacea ):leTeH!

nplt1CTYnlt1TE K AE~CTBlt151M
TIPJ1CTYIU1Tb K p;ei1:crBIDIM rpy3J1Tb Excel P;JUI rrocrpoeHIDI He 3HaqJ1T 3arrYCTJ1TbWord cpJ1HaHCOBbIXrrporHo30B.
P;JUI HarrJ1CaHIDI

6J13HeC-rrJIaHa, OTKphlTb Power Point P;JUI rrop;rOTOBKJ1 rrpe3eHTaU;J1J1 J1JIJ1 sa3TO see He TO! Office-

51 roBOPIO
HbI, HO B

TaK He C U;eJIbIOCHJ13J1Tb rrpop;<DKJ1TIO BpeMJI. Ho

Microsoft

3Hai1:Te,qTO JI BHe JIarepJl BparoB Microsoft.

I1x rrpJ1JIO:>KeHIDI oxem, rrOJIe3-

csoe

aa

p;aHHOM ararre OT sac Tpe6yeTcJI: a) J16) rrepefrrn

notiopors

TJlry K ocpopMJIeHJ1IO p;oryMeHToB

K rrpaKTJ1QeCKJ1Mp;ei1:cTBJ1-

25

MaCTep-KJlaCC

NQ1
K paspaoorxe
MJIM

.HM, a MMeHHa cK)' sanrero

onsrraoro

ofipaana, HaIIMCaHMIO fIO,

3any-

Be6-caMTa

peKJIaMMpaBaHMIO sannrx yc.rryr. B JII06aM zterre

(xors B nMcaTeJIbCTBe, xorr, B 6M3Hece) cassoe CJIa)KHae - aaxars. fIaMHMre: HMKaMY eIIJ;e He ynasanocs ,Il.aCTMqbycnexa nJIaHMpaBaHMeM. He crpofire CTpaTerMM npa,Il.<DK nponaaarire. He 3a~MKJIMBaMTecb aa TecTMpaBaHMM, see 3TM Mrphl - ,Il.AA KpynHhlx qmpM. He 6aMTecb Heanpe,Il.eJIeHHacTM. He CTpeMMTecb coanars coaepmeaaeni npa,Il.JKT MJIM yCJIyry. Jlyxnree Bpar xaparrrera. Y sac 6Y,Il.eT eIIJ;e Kyqa BpeMeHM na ycaBeprrreHcTBaBaHMR. B<DKHa He TO., KaK BbI naxnere, a TO., K qeMY npMnere B rrrore. Pa3MhlrrrJIeHMR TapMa3 ,Il.eMCTBMR, na 3TaM arane pa3MblrrrJIeHMR M a «CTpaTerMqeCKMX» acnexrax paapaoorox M pa3BMTMR KaMnaHMM rnrun, noxrenraior BaM. Bonpocsr rima «CMO}KeM JIM Mhl caBeprrrMTb npapbIB B 6M3Hece?», «A B,Il.Pyr HMKaMY He naHpaBMTC.H TO., 'ITa Mhl nenaexr?» M «fIa,Il.CTpaMBaTbCR JIM HaM non nenesoro naTpe6MTeAA MJIM )l(e coananars TO., 'ITa HpaBMTC.H HaM caMMM?» ,Il.aJI)KHbI 6hlTb ortipourensr, xorna nama aanasa - naxart, C HYAA nosoe neno.
BaT ocaonasre
• MblCJlHTe
JIM

npMH~MnbI,

KaTaphlM

Bhl ,Il.aJI)l(HbI CJIe,Il.aBaTb: CTaBbTe BeJIMKMe ~eJIM. E,Il.Ba


M

m06aJlbHO.

Mersre

aucoxo,

BaM y,Il.aCTC.H M3MeHMTb MMP, eCJIM aannr npa,Il.JKTbI CTpeMMTeCb

yCJIyrM 6yae-rro KaK

,Il.yT He3HaqMTeJIbHbI, neaar-rernsr.


MMHMMyM

cosnars

B ,Il.eC.HTb pa3 nyqrrre Taro, 'ITa

ecrs. Korna

~e¢¢

Besoc

3anYCKaJI Amazon.corn, 6hlJIa 6bI aa )l(aJIKMe


HMX

on He CTaJI CTpaMTb KHM}KHhlM Mara3MH, rne

Mara3MHax C 250

25 000 Ha3BaHMM KHMr 6aJIbrrre, qeM B cocert000 Ha3BaHMM. OH aTKphlJI MHTepHeT-Mara3MH

C3

000 000

Ha3BaHMM KHMr! B MCTOPMM nanYAApeH Madel (Virgin T), otipaa HaBaTapaCTMB ,[()I(a6c
Pa,Il.,Il.MK

• HaHAHTe

copaTHHKOB.

a,Il.MHaqKM: Toxrac 3,Il.MCaH (3JIeKTpMqeCKaR

nasmosxa),
AHMTa

(Macintosh),

Ieapn

<Pap,Il. (Ford

(The

Body Shop),
nemre. Ha HhlX npaeKTaB
M

PMqap,Il.

Epancoa

Airlines).

Ho

3Ta 3a6~-

caMaM ,Il.eJIe B Ca3,Il.aHMM M npa,Il.BM}KeHMM scex ycnerrrnpMHMMaIOT yqacTMe KaK


MMHMMyM

zmoe, a a6hlqHa

6aJIee, TaJIaHTJIMBhlX JIIO,Il.eM,,Il.<DKe eCJIM BnaCJIe,Il.CTBMM«aosaroM3 HMX.

paM» 3aqaCTyIO npM3HaIOT JIMrrrb oznroro

26

• nOnSlpH3YHTe 06l1.1eCTBO. ECJIJ1


BaM y)J,aCTC5!

6JIaro)J,ap51 qaCTH aac KaK

npO)J,)'KTaM nOTpe6HTeJIeM

HJIH ycnyraM 6Y)J,bTe

aasoesarr, nsrasrsarr,
He

JII060Bb xacrr,

rOTOBhl BaIIIa

K TOMY, qTO -

)J,pyraJ!

B03HeHaBH)J,HT. nOJIQ)KHTeJIbHhle,

3anOMHHTe, TaK H OTTO,

uens

3MOU;HH,

pHu;aTeJIbHhle. qTO BbI zrenaere; (H nyra'rs) sac,

o6IDKaMTecb,

eCJIH JIIO)J,H cTaHyT

KPHTHKOBaTb

e)J,HHCTBeHHaJ! peaKU;J15!, KOTOPaJ! )J,OJDKHa OrOpqaTb 6e3pa3JIHqHe. XOpOIIIHM npHMep nOJIJlpH3aU;HH BHHMaHHe, Cooper, OT 3THX XOpOIIIO. na-

nOTpe6HTeJIeM

)J,H3aMH aBTOM06HJIeM: 3M0U;HH

06paTHTe Mini

CKOJIbKO npOTHBOpeqHBhle Fx45 JIH60 H Toyota pyraIOT Scion xB.

Bhl3hlBaIOT

Infiniti
MaIIIHH,

J1IO)J,H JIH60

¢aHaTeIOT H 3TO oxeas

HX aa qeM

CBeT CTOHT -

• VlAHTe CBOHM nyreM.


ynpaBJIeHqeCKOM er JIHIIIb

B 3aBHCHMOCTH BaM

OT MO)J,HOM B )J,aHHhlM MOMeHT BHyrnaTb, qTO cyrneCTBYnpO)J,)'KTOB nyTH K ycneMeTO)J,a

KOHu;enU;HH

MOryr

O)J,HH H)J,eaJIbHhlM nozrxon 3TO BaM He TaK. HeT pa3HbIX euie CTporo

K npoeKTHpOBaHHIO onpe)J,eJIeHHoro

H ycnyr. xy. BOT

qeTblpe qTO ecrs

H O)J,HHaKOBO 3¢¢eKTHBHhlX

(H 51YBepeH,

HeMaJIO):

«Xoxy

ce6e

TaKOe». -

3TO

HaHJIyqIIIHM

BH)J, MapKeTHHra, o6pa30M, HHqeM:

xorrta

KJIH-

eHT H paapaooraax

O)J,HOJIHU;O. TaKHM

rOJIOC KJIHeHTa HH Kopnopa-

)J,OXO)J,HT )J,O paaparior-nrxa THBHOM nOJIHTHKOM, MH. TaK, qTO

He HCK<DKeHHhlM aa

HH orropoii

cTaryc-KBo,

HH MapKeTOJIOraHaqaJIOCb C roro, CBoeM

<Pep)J,HHaH)J, TIopIIIe

paCCKa3hlBaJI: H,

«Bee

51 orJIJl)J,eJIC5! no peIIIHJI

CTOPOHaM

He YBH)J,eB aBTOM06HJIJI CaM»*.

MeqThl,

CKOHCTpYHpOBaTb

ero

«Moe HhlM

HaqaJIbCTBO BapHaHT, pa60TbI

TaK He CMOrJIO/He

3axoTeJIO».

Menee

pOMaHTHq-

HO TO)Ke )J,eMCTBeHHhlM. BbI ~e pacnOJIaraeTe

EJIaro)J,ap51

npe)J,hl)J,yIu;eMY 0 KJIHeHTCKOM KOHTaK-

onbITY 6a3e, TaMH. yCJIyry

HH¢opMaU;HeM

KOHKYpeHTax BaM

H nOCTaBIu;HKax,

a TaK)Ke OTpaCJIeBhlMH

see paBHo

erne TOJIbKO npe)J,cToHT HO aa MHorHe

C03)J,aTb npo)J,YKT HJIH ~e HaM)J,eHbI

H HaMTH

KJIHeHTOB, 6hlBIIIHe

BonpocbI

OTBeThl.

Hanpnerep,

o¢Hu;ephl

nO)J,pa3)J,eJIeHJ15!

8200

(OTHMe51

)J,eJIa BbICOKOTeXHOJIOrHqHOM

pa3Be)J,KH) H3paHJIbCKOM

apMHH,

Forbes FYl(3J1Ma 2003,

CTp.

21).

27

MaCTep-KJlaCC

NQ1
pa3pa6oTKJ1 IlO )J,JUI apMeikKJ1X KOMrrhIOTepHhlx CJ1CTeM

onsrr

6e30rraCHOCTJ1,

OCHOBaJIJ1 CBOJ1 KOMrraHJ1J1, TaKJ1e KaK Checkpoint.

(JI )J,OIGDK)',ITO ::ITOB03MO)I(HO!» 3Ta l


BpeMeHa, xorna BaTJ1BHhlM J1 Tpe6ycr, Ho qTo6hl

TeopIDI Herrorry;rnpHa

B Tpy)J,HhIe

B XO,ll,y MJ1KpOCKorrhl. MJ1p rorna

CTaHOBJ1TOIKOHcep-

JII060M PhlHOK 6hlJl crrepBa

«ncnsrraa».
COTOBhIe

PhlHOK )J,JUI rrpophIBHom,

peBOJIIOU;J10HHOm rrpo,ll,yKTa TPY)J,HO xorna Motorola J1306peJIa

rrpOBepJ1Th 3apaHee. TeJIeq,oHhI,

Harrpnsrep,

HJ1KTO He 6pOCJ1JIOI TOTqaC J1X rrOKYIIaTh. «Mo6J1JIhHhIM

TeJIeq,OH» 3ByqaJIO OKCIOMOPOHOM,rrOTOMY qTO JII060M TeJIeq,OH 6hlJ1 06J13aTeJIhHO K qeMY-HJ16Y)J,h rrpJ1KpeIIJIeH. 11 He cyIn:eCTBOBaJIO erne

phIHKa )J,JUI TeJIeq,OHOB, C KOTOPhIMJ1MO)K.HO 6hlJ1o 6hI rrepeMeIn;aThOI.

«)J;OJl)l(Ha

OhITh J1,l1;eJlrronyqrne».

Tlpoexr;

pO)l()J,eHHhlM J13 TaKOM

q,J1JIOCOq,J1J1,OCHOBaH

aa

J1)J,eaJIJ1CTJ1QeCKOM rrpe)J,CTaBJIeHJ1J1, qTO Thl

MO)J(eIIIh C)J,eJIaThMJ1P IIyqIIIe, C03)J,aBHeQTO HOBoe. Bo MHOrJ1XnonotiHhlX CIIyqaJIX OCHOBaTeJIJ1He JlBJIJlJIJ1ChcrreU;J1aJIJ1CTaMJ1 OTpaCJIJ1. 11M B rrpoCTO rrpJ1Xo)J,J1JIaB rOJIOBYJ1)J,eJl,J1 OHJ1peIIIaJIJ1 ee BOIIJIOTJ1Th.IlpJ1Mep: OCHOBaTeJIh eBay
)J,JUI «COBepIIIeHHoro

Tlsep

OMJ1)J,hJlP peIIIJ1JI paapaoorars

CJ1CTeMY qTO

phIHKa» 06MeHa

J1 rrpo)J,a)J(J1 TOBapOB. (To,

em )J,eBYIIIKeJlKo6hl ~o TOPOB

6hlJIO pacrrpO)J,aTh CBOIOKOJIJIeKn;J1IO )J,03arroCTq,aKTYM.)

Pez, -

OaMKa, COQJ1HeHHaJIrrJ1apIn;J1KaMJ1 ~e

• BMecro MapKe1l1HroBbIX HCClleAoBaHHH HCnOnb3yKre onsrruae oepaaua.


Ha rrepBhIX rropax cyIn:eCTBOBaHIDI KOMrraHJ1J1HeJIh3J1 rrOIIyqJ1Th xerxoe rrp0J13BO)J,J1ThJ1Qero)J(e XOTJIT rrpe)J,CTaBJIeHJ1e0 TOM, QTO J1MeHHO ~O rrOTpeOJ1TeJIJ1. Ha 3TOM arane noneaasr -

Tpa,n;J1U;J10HHhleJ1CCJIe)J,OBaHIDI phlHKa 6ecJ1 q,oryc-rpynrrhl He rrOMOryT crrpor-

HJ1KaKJ1e cou;orrpOChl

H03J1pOBaTh peaKn;J1IO U;eJIeBOMay)J,J1TopJ1J1 na rrpo,ll,yKT, KOTOPhIM Bhl J1 CaMJ1-TO C TPY)J,OMMO)J(cre orracars. 6e3 IlO

Bsr

OhI KYIIJ1JIJ1HOBhIM KOMrrhIOTep

J1 )J(eCTKoro )J,J1CKa C HeKOppeKTHOM nseronepena-reiii" J1

HaJ160JIee HhlX 06pa3U;OB, rrpou;e)J,ypy.

pa3YMHoe

rrOBe)J,eHJ1e aa PhlHOK

B3J1Th caMhlM y)J,aQHhlM J13

onsrrrrpJ1

BhlBeCTJ1 ero

J1 He3aMe)J,JIJ1TeJIhHO rrOBTOpJ1Th

ECJIJ1 )J(e Bhl oY)J,eTe )l()J,aTh J1)J,eaJIhHhlX 06CTOJlTeJIhCTB,


Mhl TaK rr03MU;MOHMpOBam1 rrcpasni Macintosh,

He

TO 'lTo6hl

HO MMeHHO TaKMM OH

M6hl!I.

28

KOTOPhIX Y BaC 6hIJIa 6hl BOI Heo6xo,I1.MMa>IMH<p0pMa~IDI HO), PhIHOK npOM,I1.eT MMMO sac, CJIe,I1.Y5.! npMH~Mny BO,I1.a sanrero

(qTO HeB03MO)l(-

«npMCTYllMTh K ,I1.eMCTBIDIM», hl ,I1.06MBaeTeChBhlB OH He nOJIyqMTC5.!M,I1.eaJIh-

npO,I1.YKTana phlHOK. TIoMHMTe:

HhlM C nepBOrO)l(e

pa3a. O,I1.HaKOornM6KOM 6Y,I1.eT ,I1.0pa6aThIBaTh npO,I1.JKT ,I1.JI5.! nOTeH~MaJIhHhlX nOKYllaTeno TOM npMqMHe, qTO OH ~e aHaJIO-

C ~eJIhIO C,I1.eJIaTh ero npMBJIeKaTeJIhHhlM JIeM. HeT, Bhl ,I1.0Jl)l(HhIztopafiarsraarr, ero

npMBJIeKaeT nOKYllaTeJIeM. rMIO.

TIo3BOJIhTe, 5.! npOBe.n.y peJIMrMo3HyIO

Hexoropsre

JIIO,I1.M Bep5.!T,qTO, eCJIM OHM 6y,I1.YTpaoorari,

HaP. C060M,

Bor
soro

nOJII06MT MX. LJ:pyrMe Bep5.!T, qTO

Bor

JII06MT MX, M n03TOMY H~HO

pafiorarr,

HaP. C060M. TaK BOT, KOr,I1.a peqh M,I1.eT 3anYCKe M pa3BMTMM HO0

npe,I1.npIDITIDI, CJIe,I1.yeT MhICJIMTh B paMKax BTOPOM napaP.MrMhI.

OnPEAEJU1TE CBOtO 5~3HEC-MOAEJlb


JlhaK, Bhl HaMepeHhl npMBHeCTM B MMp HOBhIM CMhICJI. Bu COqMHMJIMMaHTpy. BhI ~e IO~MM liar HaqaJIM npOM3BO,I1.CTBO aanmx npO,I1.YKTOBMJIM yCJIyr. CJIe,I1.yHeo6xo,I1.MMO

onpe,I1.eJIMThCBOIO6M3HeC-MO,I1.eJIh.1J;JI5.! , sroro

OTBeTMTh na ,I1.Ba Bonpoca:

• B qhMX KapMaHax nescar aannr ,I1.eHe)l(KM? • '-ITO H~HO C,I1.eJIaTh, =rrofisr OHM nepeKOqeBaJIM B Barn KapMaH?

He ouemrrs

cascsre

6JIarOpO,I1.Hhle Bonpochl,

O,I1.HaKO aecsxea

nonesnsre,

qTo6hI

peaJIhHyIO o6CTaHoBKY, B KOTOPOMnpe,I1.CTOMT pa3BMBaThC5.! same-

My npe,I1.npIDITMIO. B oco6eHHOCTM, KaK HM napaP.OKCaJIhHO, npe,I1.npIDITMIO HeKOMMepqeCKOMY Be,I1.h TaKOMY npM,I1.eTC5.! BhI6MBaTh ce6e ,I1.eHhrM,qTO-

6hI y,I1.ep)l(aThC5.! a nJIaRy. a Bhl, -

Bu

He MO)l(eTe M3MeHMTh MMP, eCJIM Bhl MepT-

a OTCYTCTBMe ztener ,I1.JI5.! paBHOCMJIhHO CMepTM. sac 60JIee M35.!~HO,

Bsrpaxcaacs
JIeHMe samero

nepnuri

Bonpoc

nO,I1.pa3YMeBaeTonpe,I1.enOCTpoeHMe MeBOT

KJIMeHTa M ero nOTpe6HOCTeM. BTOPOM -

XaHM3Ma npO,I1.a)l(, KOTOPhlM 06eCneqMT HeCKOJIhKOnOJIe3HhIX COBeTOBno

BaM nOCT05.!HHyIO npM6hlJIh. 6M3HeC-MO,I1.eJIM:

paapaoorxe

• CTaBbTe

lIeTKl1e

eara,

TeM

~enl1. '-IeM 'ro=mee Bhl MO)l(eTe onacars sanrero nyqrne. Hexoropsre npe,I1.npMHMMaTeJIM 605.!TC5.! aamars

KJIJ1-

ce65.!

29

MaCTep-KJlaCC

NQ1
)'3K}'IO HJ1rny J1 3acrp5ITh
TaM HaBCer,I1.a, TaK J1 He ,I1.DcrJ1rII)'B KDMrraHJ1J1 HaqJ1HaJIJ1 C 3aBD(qacrD BDrrpeKJ1 D)KJ1,I1.aHIDIM) J13rex,

B O1J1IIIKDM

mD6aJIJ13aIJ;J1J1. O,I1.HaKD CaMhle eBaHIDI )'3Kl1X cerMeHTDB

ycneIIIHhle a 3aTeM

PhIHKa,

paJpacraJIJ1Ch

,I1.D BCeMJ1pHDrD

MaCIIITa6a.

J;1 JIJ1Illh HeMHDrnM

KTD

craBJ1JI J13HaqaJIhHD

rpaHP.J1D3Hhle

U;eJIJ1, y,I1.aJIDCh ,I1.DcrJ1qh 3a.n.yMaHHDrD.

• 6YAbTe npOll.le.
B ,I1.eOITJ1 CJIDBax,

E01J1

BhI

He y

MO}KeTe

orracarr,

Barny

6J13HeC-MD,I1.eJIh ,I1.eC5ITh JIlD6hIX

3HaqJ1T,

sac

ee HeT.

TIDMHJ1Te: Jl3hlK,

MaKCJ1MYM J136eraMTe

CJIDB. J;1crrDJIh3yHTe MD,I1.HhIX Ba}KHhIM,

rrpDCTDM,

rrDBCe,I1.HeBHhlM (rnna

6J13HeC-)lQprDHJ13MDB MJ1pDBhle craH,I1.apThI,

CTpaTerJ1qeCKJ1M,

KpJ1TJ1qeCKJ1 Mac-

CJ1HeprJ1qeCKJ1M, xnacca

rrepBDrrpDXD,I1.eu;, CJID)K.HhlM

IIITa6J1pyeMhlM, Jl3hlK -

KDprrDpaTJ1BHDrD 3aJIDr

J1 T. rr.).

6J13HeC-

DTHIO,I1.h He

ycrreIIIHDM

6J13HeC-MD,I1.eJIJ1*. c6Dp

BCrrDMHJ1Te Bce.

6J13HeC-MD,I1.eJIh eBay:

perJ1crpaIJ;J1DHHhlM

IIJIIOC KDMJ1CCIDI.

• VlcnOJlb3YHTe Wa6nOH.
MD)K.Hhle MJ1.

KDMMepU;J1J1 ~e

cyrnecTByeT

,I1.aBHD, J1 yMHhlMJ1

see

BD3-

BJ1,I1.hl 6J13HeC-MD,I1.eJIeM MD)I(eTe

rrpJ1,I1.YMaHhI

JIIO,I1.hphlHKa

Bsr

BBD,I1.J1Th HDBIlleCTBa HD J13D6peTaTh BD3hMJ1Te HDByIO

B D6JIaCTJ1 TeXHDJIDrJ1M, 6J13HeC-MD,I1.eJIh KaKyIO-TD -

J1 KJIJ1eHryphl, JIeHHaJ! TaHHhIX 6y,I1.YT sarea.

6eccMhICncrrsr-

Jlysme

aa ofipaaen

J13 ~e

J1 ,I1.DKa3aBIIIJ1X

CBDIO 3q,q,eKTJ1BHDCTh

MD,I1.eJIeM.

Y sac erne

nrancsr

DTJIJ1qJ1ThCJI.

J;1 rrDCJIe,I1.H5!5! MDJI C )l(eHr.u;J1HaMJ1. B my6J1He TDJIhKD

peKDMeH,I1.aU;IDI C )l(eHr.u;J1HaMJ1. KpDeTC5! rea

no

3TDMy MeH5! ecn,

rrYHKry: TeDpIDI,

CDBeTyHTech 'lTD r,I1.e-TD B )l(eotimerena;

M~CKDM -

,lJ,HK

y6J1MCTBa. paCTeHIDI.

OH

rrpDJlBJI5!eTC5!

JIaHJ1J1 y6J1BaTh

JIIO,I1.eM, )l(J1BDTHhIX,

CDBpeMeHHDMY 3TDrD

CTBY B 3HaqJ1TeJIhHDM J1 TeM He MeHee,

CTerreHJ1 y,I1.aeTCJI rrD,I1.aBJI5!Th rrpDJlBJIeHIDI rrpe,I1.rrpIDITJ1e CqJ1TaeTCJI C u;eJIhIO

DTKphIBaTh

YHJ1qTD)I(J1Th

,I1.pyrDe

rrpe,I1.rrpIDITJ1e

rrD-rrpe)l(HeMY

CDU;J1aJIhHD rrpJ1eMJIeMhlM. no rrDBD,I1.y aameii 6J13HeC)l(e-

BDT rrDTDMY-TD

J1 6eCrrDJIe3HD

CDBeTDBaThC5! JII06aJ!,

MD,I1.eJIJ1 C M~qJ1HaMJ1: JIaHJ1e KDro-HJ16Y,I1.h YHJ1qTD)I(J1Th rrhIOTep

J1M rrDHpaBJ1TCJI YHJ1qTD)I(J1Th. HD KDrD

eCJIJ1 B ee DCHDBe Microsystems

Hanpuscep, Sun

MeqTaeT KDM-

Microsoft.

KDr,I1.a Bhl

B rrDCJIe,I1.HJ1M pa3

rrDKYllaJIJ1

J1CXDP.5! J13 TDrD,

XDTeJI y6J1Th

rrpDJ13BD,I1.J1TeJIh?

WHo Freeman,

B~OXHOBJVIOI KHl1roi1: Shermer M. Why People Believe Weird Things. 2002 (Il.lepsrep M. ITOqeMY JIIO~11BepJlT BO BOIK}'IO srynn.).

New York:

30

C »ceeo nawam»
y )l(eH~J1H
'"ITJ1Te KHJ1ry roro, )l(e 3TOT

rea

OTcyrCTBYcr,

rr03TOM)'

CY~J1Tb 0 )l(J13HeCrroco6-

HOCTJ16J13HeC-MO~eJIJ1 nyqIIIe «TIpeMIDI

rrpe~ocraBJ1Tb

J1M. He

cornacasr? Torna
nyqIIIe. 3Ta

rrpo-

,Il,apBJ1Ha CO 3~paBhlM

II» -

TaM CO~ep)l(J1TOI

~OKa3aTeJIbCTBO rrpeMIDI OT CBOJ1X

'"ITO Y )l(eH~J1H

CMbICJIOM ropa3~O

OTMe'"lacr

«J1H~J1BJ1~MOB,

J136aBJ1BIIIJ1X reHQ(pOH~

=renosexecraa B

reHOB oco6o

J1~J10TCKJ1MJ1 crrocotiasnr». Bblpe3aB

Hanpm-rep,
B rrony

1998

rozry ztsoe crpoBOKPyr 'roro

J1TeJIeM pa36J1JIJ1Cb HaCMepTb, Mecra,

OKPJ)I(HOCTb

aa

KOTOPOM CTOJlJIJ1*. TaK BOT, B 3TOM J1~J10TJ13MY~CKOMy

KHJ1re 60JIbIIIJ1HCTBO MacrepJ1JIJ1IIIb O~J1H )l(eHCKOMY.

KJIaCCOBrrOCBJI~eHbI

5I

see CKa3aJI.

yn PA}f{H EH l1E
Ae~cTBl1e saurero Ae~CTBl1e Ae~cTBl1e y aac

1: nO,[lCyItlTa~Te

e}f{eMeC5IYHble pacxoau

Ha 3KCnJlyaTal..\ItIIO OT e,[lItlHltIl..\bl aaureri

npe,[lnpItl5lTlt151.

2:

nO,[lCYItITa~Te BaJlOBYIO npltl6blJlb

npO,[lyKI..\ItIItI. Ae~CTBl1e

3: Paaaemrre pesynsrar ,[Ie~CTBItI5I 1 -a pesynsrar ,[Ie~CTBItI5I2. 4: CnpOCItITe HeCKOJlbKItIX }f{eHIl.IItIH, ecrs JlItI, no ItIX MHeHItlIO, uiauc npoaan, raaoe KOJlltIyeCTBO e,[lItlHItII..\ npO,[IYKI..\ItIItI.ECJlItI ItIX

OTBeT: «HeT » - 3HaYItIT, y sac HeT 61t13HeC-MO,[leJlItI.

nOCTPO~TE C~CTEMY BP3


Ha IlJITOM, CaMOM OTBeTCTBeHHOM, arane sroro 3arrycKa BaIIIa

sanasa -

He ~O-

nycrJ1Tb

pa3BaJIa rrpe~rrpJ15!TIDI.

,1l.JI5!

paapaoarsrsaerca
CBOJ1paC'"Icrhl

CJ1CTeMa

BP3:
Me-

BeXJ1,paC'"IeTbI, 3~a'"lJ1. csoero rrpoeKTa,

C ee noxromsto

Bhl CMO)l(eTe orrpe~eJIJ1Tb

MacIIITa6bI

OrrepaTJ1BHO rrpOBepJ1Tb J1 J1CrrpaBJIeHIDI KpyrrHblx

J1 paapatiorars

TO~ BbIJlBJIeHIDI

J13'bJlHOB B CBoeM MbIIIIJIeHJ1J1.

Bexl1
DOJIbIIIJ1HCTBY TO rrepe~ JIIO~eM, 3arrycKaIO~J1X caoe rrpe~rrpJ1J1TJ1e, '"IJ1CJIO ~eJIeM. Ka)I(eTCJI, TeM 3TO He 6y~HJ1MJ1 CTOJ1T HeOrpaHJ1'"1eHHOe Bhl~eJIJ1Tb MeHee BeXJ1

cpe~J1 3TJ1X ~eJIeM MO)l(HO

rrepBOO'"lepe~Hble.

J1 ecrr,

* TIo KH.: Northcutt W The Darwin Awards II. New York: Dutton, 2001
MIDI Ll,apBI1Ha II).

(Hoprxarr B. Tlpe-

31

Macrep-xnacc
sanrero re,

NQ 1
OHJ1 OTMe'IaIOT BOT ceMb same npo)J,BJ1)KeHJ1e sex JII06oro na )J,opo-

npe)J,npUHTJ151

Be)J,yru;eM K ycnexy.

HeOTbeMJIeMbIX

3anycKa MO)KeT

(ecJIJ1 BbI ynycTJ1Te nOrJ16HYTb) :

XOT5I 6hl

O)J,Hy J13 HJ1X, same

npe)J,npJ151TJ1e

• ,Il;oKa3aTb • 3aBeprnJ1Tb • 3aBeprnJ1Tb • ,Il;06bITb

CBOIO KOHu;enU;J1IO. )J,eTaJIbHyro

paapafiorxy

npoeKTa.

J13rOTOBJIeHJ1e orrsrrnoro

ofipaaua,
np0)J,YKU;J1J1. np0)J,YKU;J1J1.

KanJ1TaJI. KJIJ1eHTaM onsrrnsni BapJ1aHT

• TIoCTaBJ1Tb • TIocTaBJ1Tb

KJIJ1eHTaM OKOH'IaTeJIbHhlM

BapJ1aHT

• ,lJ,oCTJ1'Ib TO'IKJ1 6e3y6hlTO'IHOCTJ1.

3TJ1 BeXJ1 JIa MO)KeT pa60Ta5I MorYT

ofinme

)J,JIHscex

BJ1)J,OB6J13Heca.

Hanpmrep,

HOBa5I urxo-

ooocnonars

CBOIO KOHU;enU;J1IO, )J,OKa3aB, 'ITO KJIaCCOM no HOBOMY

)J,BOe yqJ1TeJIeM, nJIaHY,

C 3KCnepJ1MeHTaJIbHhlM 06eCne'IJ1Tb 60JIee

yqe6HOMY

J1H)J,J1BJ1)J,YaJIJ13J1pOBaHHoeo6yqeHJ1e B u;eJIOM. MMe51

J1 YCOBep3TJ1 )J,OKa3ayqe6Horo J1 Ha'IJ1HaTb

rneHCTBOBaTb TeJIbCTBa, nrrana,

yqe6HhlM

npou;ecc

aa

PYKax

rnKOJIa

MO)KeT BHOCJ1Tb nOCJIe)J,HJ1e rnTpJ1XJ1 B npoeKT cpe)J,CTBa, 3anYCKaTb nJ1JIOTHyro nporpaMMy

)J,06bIBaTb

3aH51TUH. ECTb nsre J1 )J,pyrJ1e 3a)J,a'IJ1 (MbI npoeKTa, BepHeMC5I HO K HJ1M n03)Ke), TaK)Ke Ba)K-

)J,JI5I Bhl)KJ1BaHJ151 acero. ncex OT

Bhlrnenepe'IJ1CJIeHHhle 3TJ1X BeK 6Y)J,eT

BeXJ1

naxcaee
rpaqmK 3HeprJ1J1.

CPOKOB

npOXO)K)J,eHJ151

3aBJ1CeTb samesi

OCTaJIbHbIX

BarnJ1X

)J,eJI, TaK 'ITO

OT)J,aMTe J1M

80%

yn PA>KH EH ~ E
CHlt1Mlt1Te co creuu nplt1eMHOj::j Hlt1KOMY He HY}f{HOe nporpavvuoe 3asaneuae lt1 noaecsre Ha ero MeCTO pacne-rarsy nnaaosax nar npoXO}f{,ll.eHlt1f1 CeMlt1 euurenepesacnenaux sex, Y,lI.OCTOBepbTeCb, 4TO OHlt1XOPOWO Blt1,l1.HblBaWlt1M COTPY,lI.Hlt1KaM lt1nocenrrenav. 60HYCHbie 6allllbi nOBTOpflj::jTe 3TY npouenypy npa aunycae Ka}f{,ll.oro HOBOro np0,ll.YKTa lt111lt1cnyr», 3aBe,ll.lt1Te «CTeHY cnaau» lt1cl>lt1KClt1Pyj::jTe a Hej::j lt1CTOPlt11O y H KOMnaHlt1lt1.

32

PaCLIeTbl
3aTeM CJIe,Il.yeT rrpOBeCTM MX OCHOBHble H}0KHo paCqeThl rro BarneMY q,aKTophl, 6M3Hecy KaK:

M 3aq,MK-

CMpOBaTb

aa

6YMare.

yqecTb

TaKMe

• paoo-nre • pa3Mep

xapaKTepMCTMKM pbIHKa;

npozryxra/ycnyrn:

• BaJIOBaJI rrpM6hlJIb; • KOJIMqeCTBO • K03q,q,MQMeHT 3aJIBOK na rrpo,Il.~ rrpeBpaIQeHJ1JI y rrpO,Il.aBI~a; rrOTeHQMaJIbHhlX KJIMeHTOB B peaJIbHhlX;

• ,Il.JIMHa QMKJIa rrpO,Il.<DKM; • K03q,q,MQMeHT • KOJIMqeCTBO CTaBJIeHHOrO • QMKJI asmnar oKyrraeMocTM 3BOHKOB TOBapa; ,Il.e6MTOpCKOM M Kpe,Il.MTOpCKOM 3a,!1.0JI)J(eHHOCTM; MHBeCTMQMM KJIMeHTa; e,Il.MHMQY rro-

B TeXHMqecKYID

rrO,Il.,Il.ep)J(KY na

• q,OH,Il. 3apa6oTHOM • CTOMMOCTb

nnarsr;

,Il.eTaJIeM M MaTepMaJIOB.

TIOCT05.!HHO OT HMX crrMCOK

CBep5.!MTeCb C 3TMMM

QMq,paMM

aa

xascnoe CJIe,Il.yeT

OTKJIOHeHMe 06'be,Il.MHMTb 06pa30M, o-repezmosi

pearnpysire paCqeTOB

He3aMe,Il.JIMTeJIbHO. C BhlrnerrpMBe,Il.eHHhlM Bhl O,Il.HOBpeMeHHO

M,Il.eaJIe,

crrMCKOM

sex.

TaKMM

,Il.OCTMraJI HOBOM BeXM, paCqeT.

6Y,Il.eTe rrpOBep5.!Tb

J1
3TO

TpeTMM crrMCOK

rrO,Il.p06HbIM OCHOBHbIX

crrMCOK, aanax

KOTOPhlM rro

BaM

H~HO

COCTaBMTb,

rrpoeKTMpOBaHMIO, aaunrx rrp0,Il.YKTOB

rrpOM3BO,Il.CTBY, MJIM yCJIyr.

rrpO,Il.<DKe, rrOJIHeHMe

rrOCTaBKaM 3TMX aaztan

M rrO,Il.,Il.ep)J(Ke Heo6xo,Il.MMO rro cpaBHeHMIO

BiarrYCTb

,Il.JI5.! 3arrYCKa C ceMbIO

rrpe,Il.rrpM5.!TM5.!, aexaxnr.

OHM M BTopOCTerreHHbI BXO,Il.5.!T:

B 3TOT

crrMCOK

• apeH,Il.a oq,MCHoro • rrOMCK OCHOBHhlX • opraHM3aQM5.! • oq,opMJIeHMe • rrOKyrrKa

rrOMeIQeHM5.!; rrOCTaBIQMKOB;

6yxraJITepMM; IOpM,Il.MqeCKMX ,Il.OKYMeHTOB;

CTpaxOBbIX

rrOJIMCOB.

33

MaCTep-KJlaCC

NQ1
aanax
H)')KeH, qTo6hI BhI MOrJIJ1 rrOIDITb rrepBhIx AHeM M ouearrrs He yrryCTMJIM sees o6beM

CrrMCOK rrpeAcToR~MX

pa60T

M B 3Mq,OpMM

HM OAHOM

BaJKHOM AeTaJIM.

o BHYTPEHHEM

P.s.

npEAnp~H~MATEJlbCTBE
Hoeamopcsue udeu «acmo poncdaiomcs npU8bl<t1Ca
P03eH6epr

eue cmeu CYUf,eCm8Y1OUf,UX npednpusmui: ornuacrnu nomouy, -cmo ycneutlibtM npednpU.JlmU.Jl.M ceoacmeenuu
HaTaH

K cmamyc-K80 U lienpU.flmue udeu, cnocotiuux

ezo usuenums.

Maorne

aM6M~M03Hble KaK M see

rrpeArrpMHMMaTeJIM rrpeArrpMHMMaTeJIM,

pa60TaIOT

ceronna

B KpyrrHhIX HO-

KOMrraHMRX. BaTopCKMM

OHM MeQTaIOT

M306peCTM

rrpOA)'KT

MJIM yCJIyry

M 3a,n;aIOTC.HBorrpOCOM, OTBeT -

B03MO)J(HO JIM CAe-

JIaTb 3TO, OCTaBaRCb BHYTpM rrOCTcKpMrrryM rrpM3BaH

KOMrraHMM. KaK.

zta, B03MO)J(HO.

J1

3TOT

06bRCHMTb, AaIO~MeC.H

Bee
TpeHHero B~MM,

peKOMeHA~MM,

B 3TOM

KHMre,

aKryaJIbHhI

M p;JI.H BHYMHHO-

rrpeArrpMHMMaTeJIbCTBa, rr03M~MOHMpOBaHMe, c60p cpeACTB, Ho ecrr,

BeAb TaM TOQHO TaK )J(e Tpe6yIOTC.H 6M3HeC-rrJIaHhI,

rrpe3eHT~MM,

6YTCTp3rrrrMHr*, IllaMaH-

peKpYTMHr,

rrapTHepCKoe

B3aMMOAeMCTBMe, 6peHAMHr,

CTBO M MeHIllM3M.

ocofisre

peKOMeHA~MM

p;JI.H 3TOM KaTeropMM. aa-

KaK

TIO HM rrapa,n;OKCaJIbHO, MHorMe KpyrrHhIX qmpM,

He3aBMCMMhIe rrpeArrpMHMMaTeJIM TaK KaK cqMTaIOT, QTO Y 3TMX

BMAyIOT COTPYAHMKaM JIMBQMKOB -

CQaCT-

HeMepeHhIe

qmHaHCOBhIe

pecypCbI,

TOJIrrbI ToprOBoro HeOrpaHMQeHHhIe

rrepCOHaJIa, rrpOM3BOA-

rrepBOKJIaCCHO

060pYAOBaHHhIe

JIa60paTopMM, 6peHp;bI

CTBeHHble MO~HOCTM

M rrpM3HaHHble -

IIJIIOC 6eCIIJIaTHaR

MeAM~MHCKa.H

Eyrcrparmaar

(am:t. bootstrapping)

B 6Y13Hece:OTKphlTYle C06CTBeHHOrOnena 6e3 CTapTarr-KOMrraHJ1.lI, YlP;}'llIaJl:rryreM 6yrofiopora YI xpafine Bhlpa)KeHJ1.lIto pull

naeumesi

rrOMep)KKYI / aaeumero

xarnrrana,

CTp3rrrrYlHra, <pYlHaHCYlpycrcsoe pa3BYlTYleYl3 BH)'TpeHHero xaccoaoro OCMOTpYlTeJIbHaB pacxop;ax. TepMYlH rrpOYlCXOP;YlT aarmnicxoro OT oneself up by one's bootstraps caMOCOBepIIIeHCTBOBaTbCR, pa3BYlBaTbCR6e3 nocroponaea

(p;OCJI.:BhlTRHyrb ce6R aa rreTJIYIna aaznraxax 60TYlHOK) rrOMO~YI. Ii1Horp;a B 3TOii CBR-

3Y1 BCrrOMYlHaIOT eme MIOHxraY3eHa, BhlTa~YlBIIIerO ce6R Yl360JIOTa. -

Ilpicu. nep.

34

C u eeo nawam»
crpaxOBIca.

KaK qy)J,eCHO 6hlJIO


nerl

6b1, MeqTaIOT rrapHJ1 B rap<DKax, H306pcraTh aa BceM roToBeHhKOM. BRJrpH

HO-

Bbie rrpO,!l,)'KThI cpe)J,H TaKOrO BeJIHKOJIemrn, A BOT H IIIeM

C03)J,aBaTh HOBhIM rrpo,!l,)'KT J1JIHyc.nyry BOBce He nerse; rrpocro

p<:e pa60TaIO-

HH¢pacrp)'KT}'PbI HHble. MHe

3a)J,aqH H TPY)J,HOCTH B 3TOM B <<HaJ1JIyqIlleM» H3 3TJiX KOMrraHHH Apple.

c:rryqae -

)J,OBeJIOCh yqaCTBoBaTh

zmyx

ClJeHapHeB roro

51pa60TaJI

B rro)J,pa3)J,eJIeHHH Macintosh 06'hJlCHHTh

Ycrrex

BRJrpeHHero

rrpe)J,rrpJ1JlTJ1JI 51 MOry

B )J,Byx CJIOBax: CTHB BHHMaHHe K ne-

):QKo6c.

Ero

He3aypJl)J,HhIM TaJIaHT )J,H3aMHepa, MaHHaKaJIhHOe xapH3Ma (nmoc CTaryc

TaJUIM H He06b1KHOBeHHaJI Macintosh ycrrex.

coyspemrrena) Macintosh )J,HCKa.

rrpHHeCJIH JIH60

rom 6hI

He CTHB, He 6hIDO 6hI HHKaKOro

BMeCTO Hero TyT Bbie

6hlJIO 6hI HeqTO Bpo)J,e Apple CK3)KeTe: KpynHOM

II 6e3

)KeCTKoro

BbI, HaBepHJIKa, BHyTpH

«Hy,

Pa3)J,JIJI 'roro,

qT06b1

C03)J,aBaTh HO6b1Th CTHBOM

rrpO)J,YKTbI

KOMrraHHH, He CTOHT». 6H3Hece -

He06xo)J,HMO

}.:QK06COM, TO )J,3)Ke H rrO)J,06HblX

npofiosarr,

J1 CHOBa

OIllH6eTeCh!

KOHeQHO,

rrpOBH)J,IJ;eB B m060M

e)J,HHHIJ;hI; HO KaJK)J,hIM qeJIOH rrOJIHTHqeCKOM aBaHrrOCT CMeKaJIKOM, BHyTpH p<:e

BeK, 06JIa)J,aIOIIIHM BrrOJIHe cnocooen rrpH3HaHHOM 6JIH3KHM

CHJIOM BOJIH, HHTyHIJ;HeM

OCHOBaTh rrpe)J,rrpHHHMaTeJIhCKHM 3TOT

KOMrraHHH. bHJIJIOM

pa3)J,eJI 51 rrHCaJI B COTpY)J,HHqeCTBe KOTOPblM c)J,eJIaJI cyIIIeCTBeHHhIM

C MOHM BKJIa)J, MhI

)J,pyrOM

MH)J,oM,

B ¢OH)J, HHTeJIJIeKryaJIhHOM

c06CTBeHHOCTH

Hewlett-Packard.

Bxrecre

COCTaBHJIH crrHCOK peKOMeH)J,aIJ;HM )J,JIJIrrpe)J,rrpHHHMaTeJIeM-HHcaM)J,epOB:

• HCXOAHTe H3 HHTepeCOB (ImpMbl.


)J(}'lll:HM JIHqeHHe MOTHBOM BRJrpeHHero

rJIaBHblM,

eCJIH He e)J,HHCTBeHHhIM )J,BH)J,0J1)KH0 6b1Th YBerrpe)J,IlpHHHBHHMaHJ1JI,

rrpe)J,rrpHHHMaTeJIJI

6JIarOCOCTOJlHJ1JI KOMrraHHH. He B TOM, qT06b1

Cyrs

BRJrpeHHero

MaTeJIhCTBa rroCTpoHTh

rrpHBJIeqh

K ce6e

rrofiorrsme

HMrrepHIO B03HHKacr

J1JIHrrO)J,rOTOBHTh ce6e IlyTh HHTepeCHaJI J1)J,eJl OBOro H CO scex ypOBHeM,

6erCTBa H3 KOMrraHHH. rrpo,!l,)'KTa J1JIH yeJIyrH,

Korna
ro

sac

3TO rrpHBJIeKacr Bepxa.

K BaM KOMer HaqHHaIOT

OT casroro

HH3a )J,OCaMOB TOM CJIy-

J1 OHH

rrO)J,)J,ep)KJ1BaThnac KOMrraHHH,

HO JIHIllh

xae,

eCJIH BbI CTapacrech

na 6JIaro

a He )J,JIJI ce6J1 JII06HMoro.

A 3aBOeBaB rro)J,)J,ep)KK)' 60JIhIllOro ofiperaere HeKoTopYIO

qHCJIa PJl)J,OBbIX COTPY)J,HHKOB, BbI p<:e

creneas
He

He3aBHCHMOCTH OT MHeHJ1JI HaqaJIhCTBa.

• Y6HBaHTe

AOHHblX

KOpOB.
BaMH

CJIe)J,yeT

3TO

oc060

a¢HIllHpoBaTh, C)J,eJIaIOT H yCJIyr.

O)J,HaKO BBO)J,HMble HeHp<:HblMH

HOBIlleCTBa,

BrrOJIHe

BepOJITHO, rrpo)J,YKToB

KaKHe-TO

H3 p<:e

cyIIIecTBYIOIIIHX

35

Macrep-unacc 111
re

NQ 1
eCJIM y6Mwu;ew P;OWHbIX KOPOB MJIM KOMrraHMM CTaHe-

see
nsr,

:IKe JI)"IIIIe, 'IeM

KaKow-HM6YP;b YHM'ITO:IKMJI C03p;aTeJIeM eIIJ;e

KOHKypeHT Apple

zrsoe napneri
pa3Be P;JUI Apple

M3 rapa:JKa. 6bIJIO 6hl

TaK,

Macintosh eCJIM 6bl 3TO,

II. Ho

JI)"IIIIe, pa3e.

Macintosh rrpM'IMHa,

CTaJI KOHKYpeHT? rrO'IeMY

HM

B xoexs CTaBMTb

KCTaTM, yma

onna

CJIep;yeT

BO maBY CTBO -

MHTepecbl nanxa

qlJ1PMbl:

BHYTpeHHee Ho

rrpep;rrpMHMMaTeJIby6MBaTb

ncerna

0 P;Byx KOHU;ax. 3TMM

eCJIM Bhl He 6yp;eTe KTO-TO

P;OWHbIX KOPOB KOMrraHMM,

3aWMeTCJI

rtpyrofi.
rrpMBJIe'Ib

• OCTaBaViTeCb
K ce6e

B TeHI1.

ITapHJ!M

M3 rapa:JKa H}':JKHO CTpeMMTbCJ! OrJIaCKa

KaK MO)KHO 60JIbIIIe

BHMMaHJ1J!.

rrOMO:IKeT MM 6blCTpee CP;eJIKY, HaHJITb COTpyP;peKoMeHp;au;J1J! no

P;06b1Tb KaIIMTaJI, HMKOB. rrpJlMO rex rrop, OP;HaKO

HaUTM rrapTHepoB, p;lUI BHYTpeHHJ1X BaM

3aKJIIO'IMTb

rrpezmpmuoaarenesi lI)"IIIIe

rrpoTMBOrrOJIO)KHaJI. noxa Barn rrpoeKT

OCTaBaTbCJ! He3aMe'IeHHblM 6yp;eT He 3aMeTMTb ero

HeB03MO)KHO

JIM60 noxa

OCTaJIbHble LJeM rpOM'Ie y KOJIJIer. CTBeHHblW

COTPYP;HMKM KOMrraHMM Bhl 0 ce6e 3aJIBJUleTe,

He rrpM3HaIOT TeM MeHbIIIe

Heo6xop;MMOCTb.

rrOHMMaHJ1J!

aaxoznrre
aa co6-

1I13-3a BarnJ1X CTaryc,

3aJIBJIeHMW OHM Ha'IMHaIOT rrpeIIJITCTBYIOT JII06hlM

onacarsca
rrepeMeHaM.

rr03TOMY

• HaVlAI1Te «KpecTHoro saexrsre


«KpeCTHble M He3aBMCMMble

OTlIall•
OTU;bl» -

Bo MHOrJ1X KOMrraHJ1J!X

ecrs

CBOM TaK

aassr-

JIIOP;M, }':IKe 3apa6OTaBIIIMe

ce6e aBTOPMTeT

OT rrOBCep;HeBHbIX MHTpJ1:JKeK. OHM OTHOCMTeJIbHO HerrpMBblCIIIee PYKOBOP;CTBO YBa:JKaeT J1X M rrpMCJIyIIIMBaeTrrpep;rrpMHMMaTeJIIO COTpyp;HMKa, 'ITo6bl XOPOIIIO 3ap)"IMTbCJ! TOT rrOMOraJI eMY

xacaesrsr,

M 06bl'IHO

CJ! K J1X MHeHMIO.

BHYTpeHHeMY

rrOKpOBMTeJIbCTBOM

nozrooaoro

COBeTaMM, KOHcy.rrbTMPOBaJI

rro TeXHJ1'IeCKMM

M MapKeTMHrOBblM

Borrpo-

CaM, a TaK:JKe Mor

3aIIJ;MTMTb, eCJIM B 3TOM B03HMKHeT

Heo6xop;MMOCTb.

• 3aVlMI1Te OTAeJlbHblVi O<j>I1C. Tlpencrassre,


MbIIIIJUleTe co6CTBeHHhlW rrpoeKT C'IMTaeT CBOMM P;OJIrOM o6hlICHJ1Tb JI<DKa.

'ITO Bbl,

01M

Y BceX na BJ1)J;}',aaOTp;eJIa, rrpoxop;H, rrOJIH<UI M

M K<DK,Ll;hlW MeHep;a<ep BaM, rrO'IeMY

Barn rrpoeKT

Hanonro

JIM

sac

XBaTJ1T?. «Bee

HOBoe ncerna 6M3Heca,

BblrJUIp;J1T 6JIep;Ho MOIIJ;HOro

6ecrrepmeKTMBHO pa3BMBaIOIIJ;eroCJ!»

na

cpoHe

COCTOJIBIIIeroCJ!

M 6ypHO

*.

ITop;pa3p;eJIeHMe

Macintosh TaKOM

Ha'IMHaJIO paccrOJ!HJ1J1

CBOIO pa6my OT OCTaJIbHOW

B 3P;aHJ1J1,pamOJIO)l(f!HHOM

POBHO na

* 36

no

KH.: ,lJ,p}'Kep

n.

DYl3HeC YI YlHHOBallYlYl.

M.:

BYlJIbJIMC,

2007.

Apple, BpeW!

~06hl

,n;ep>KaTbOI B CTDpDHe OT KDpnDpaTJ1BHDW K KDpnDpaTI1BHbIM pecypcaM.

CYeTbI, HD B TO. Me DqlJ1C no-

J1MeTb ,n;Dcryn

Or,n;eJIbHhlW

3BDJIJff BaM OCTaBaTbOI

B TeHM M YKpeIIJUITb

KDMa.H,LIHbIW M~

,n;yx:

B BarneW BeDqlJ1COM

ceJIDW TIMpaTCKDW IIIaWKe. M qlJ1pMDW COCTaBJUleT OT KDpOTKDe, ~06bI ~06bI

J1,n;eaJIbHDe paccromrne

BaIlIJ1M

400 MeTPDB,n;D 3 KWIDMeTpDB,

TO. ecrs ,n;DCTaTO'IHD

BaM 6bDID y,n;06HD ,n;D6MpaTbOI,

HD ,n;DCTaTD'IHD ,n;mrnHoe,

Drpa,n;MTb sac OT H~aTeJIbHhlX

BM3MTDB KDpnDpaTJ1BHDro

'!Ma.

• Aa~Te

HaAe>KAY CTpa>KAYl1V1M.
«KDMnaHIDI

K<oK,n;hlW KDpnDpaTMBHbIW pa3BMTa

IJ;MHMK, CqM-

TaIOru;MW, ~D HaMBHhlW KDMnaHMM qaJIbCTBa, rDp,n;Dcrb

OIMIIIKDM BepMTb

,ll;JUI MHHDBaIJ;MW», B p;ynIe

M,n;eam1CT M XDqeT MHDrD XDpDIIIMX

B D6paTHDe.

K<DK,!l,DW KpynHDW naJ1x qTD

JIID,n;ew, YCTaBIIIMX

OT npeHe6pe)l(emrn nD,n;qMHJ!TbOI.

nocroamnax

YHIDKeHMW

M Heo6xD,n;MMDCTI1

3a,D;aBJIeHa, HD

rryura

erne )KJ1Ba. B caMDM

Korna

3TM JIIO,n;M YBMMT,

BbI 3aTeJIJIM npeD6pa3DBaHIDI pecypChl K BaM nDTJI~OI. 6hlcrPD

oxare

CTa6MJIbHDCTI1, cnenars

DHM M MX TaK, ~D6hl

J1 'rorna nepeIIlJIM

Barna

aanasa -

Bee crp~Me

B Pa3PJl,n; BepHbIX

copaTHMKDB.

• npeA~YBCTByme TeKTOH~~eCK~e CAB~r~ ~


H~X.
CTPYKTYpHbIe M3MeHeHIDI B KDMnaHMM TpeHHeMY BHeIIIHMMM B~peHHMMM, npe,n;npMHMMaTeJIbCTBY. cpaKTDpaMM, 'rnna

BOBpeMR

pear~pY~Te
BbI3BaHhl

Ha

6JIarDnpIDITCTB}'IOT

BH}'MJIM

LJeM 6bI DHM HM 6bIJIM na pblHKe -

BpD,n;e M3MeHeHMW rJIaBbI

TDBapDB,

CMeHbI nepeMeHbI sanrero

KDMnaHMM,

TeKTDHMqeCKMe BD3MD)KBHYTpeHDHM

c,n;BMrM npe,n;Beru;aIOT HDCTM,n;JUI npMMeHeHIDI HMW npe,n;npMHMMaTeJIb rnyqaIOTCJI re, qTD MbI DH ~e

M 3aqaCTyIO nDTeHIJ;MaJIa.

CD3,n;aIOT HDBbIe TaJIaHTJIMBbIW

npe,n;qYBCTBYcr

3TM c,n;BMrM, M KaK TDJIbKD

TYT KaK TYT CD CBDMM npDeKTDM: KDpnDpaTMBHDe rDBDpMT M KDMaH,n;a TDBapH}'lO qMD DHD. -

«TIDCMDTPMpDBHD BaIIIe JI,

npM,n;YMaJIM!» «0, JI B~ IIIeCTb

)Ke ,n;ewcTByeT MHe ~HbI: -

HaD6DpDT: pa3peIIIeHMe, BD3MD)KHD,

c,n;BMr, MeCJlIJ;eB HDB}'IO

aHaJIMTMKDB CTpaTerMIO».

M rorna

pa3pa6DTaIO

• CTpo~
Ka3aHbI,

Ha roTOBeHbKOM.
D,n;HaKD ecrs

Bnyrpeaaee

npe,n;npMHMMaTeJIbCTBD

B KpynHDW

KDMnaHMM

J1MeeT CBDM M3,n;ep)KKM -

DHM DqeBM,ll;HbI M ,n;DKYMeHTaJIbHD zroHe crecaairrecs MmDJIb3DBaTb

M npeMMYI.IJ;eCTBa. ~06hl

MMeIOlIJ;}'IOOI necc, -

MHcppacrpYKTYPY,

06JIe~Tb TaK

MHHDBaIJ;MDHHbIW npDpe-

nopyrrre,

eCJIM nOTpe6YeTOI.

BbI He TDJIbKD pa3,n;06y,n;cre

37

MaCTep-KJlaCC

NQ 1

CYPChI, O M sasenere ,!l;p}'3eM orer 'roro, 'ITO ,!l;py:rn:e H aa COTPY,!l;Hl1K11 HaqHYT

ce6~ qaCTbIOsanrefi KOMaH,!l;hI. Ec.mt)Ke BhI 6y,!l;eTeyrrp~MO M,ll,TI1 (KaK KpaHHMH npMMep, crpoMTh co6crBeHHYIO cpa6pMKY), TO JIJ1II1hHa:>KJ1BeTe BparoB. A BHYTpeHHMeBparM 31"0nooreznree, 'ITO
o~aTb «CBOMM rryreM» H)')KH0 npe,!l;llpMHMMaTeJIIO (xsarrrr C Hero M BHelIIHJ1X,aa

psmxe).
,!l;eHh,

• C06~paHTe ~ 06HapOAYHTe AaHHble.


xorna KaKOM-HM6Y,!l;h 6yxraJITep
MJIM

HeM36e)KHO

HacryrrMT

a,!l;BOKaT 3aMeTMT sac M 3aMH-

TepecyeTC~ npMqMHaMM cyIIIeCTBOBaHM~ n03,!l;HO, HO 3TO rnyqMTC~. HO:

sanrero

npoeKTa.

PaHO MJIM

TIO,!l;rOTOBhTeCh K 3TOMY ,!l;HIO, a MMeH-

1)

cofieprrre

ztamrsre

0 TOM, CKOJIhKO M na qTO BhI nOTpaTMJIM, B KpyrrHhlX KOMnaH~

2)

BhIKJIa,!l;hIBaMTe MX B OTKphIThIM ,!l;ocryrr.

,!l;aHHhlM yztaerca xorna

nonasnsrrs

aHTMTeJIa, HO n03,!l;HO c06MpaTh namnre,

aHTMTeJIa ~e

nO~BMJIMCh M npM~JIM

sac aa BMpyC.
csnrraere

• nYCTb Ha~anbCTBO npuaer K BaM caao,


JIM Bhl, qTO Barna nepBOOqepe,!l;H~

MaJIeHhKMM Bonpoc:
nOMTM

sanasa -

K BMu;e-npe3M,!l;eHry

KOMnaHMM C npocsfioji YTBep,!l;MThBarn npoexr?

ECJIM na, TO BhI OlIIM-

6aeTeCh. 3TO TO, 'ITO CJIe,!l;yeT nenars B CaMOM KOHu;e. BMu;e-npe3M,!l;eHT C 60JIhlIIeM Bepo~THocrhIO ouemrr
M nOMep)KMT

BaIIIy

M,!l;eIO,eCJIM

Y3HaeT 0 HeM crrysaiiao,

a 3aTeM CaM 06paTMTC~ K BaM C npeMO)KeHMeM MOMeHTa, op-

nOMep)KKM. Bsr MO)KeTe, ,!l;O)K,!l;aBlIIMCh 6JIarOnp~THoro raHM30BaTh eMf 31"0 «crryxarinoe» qTO npOCMTh pa3pelIIeH~ OTKphlTMe -

HO 3TO He TO )Ke casroe,

aa 3anyCK npoeKTa.

• CAenaB

neno, paCXOA~TeCb. TIpeMMYIIIeCTBO


B oxem,

BHYTpeHHeM npe,!l;npM-

HMMaTeJIhCKOM KOMaH,!l;hl HOBhIM npO,!l;JKT MJIM yrnyry


HMIO,

B TOM, qTO OHa cnocofina

paapatiorars
K CO)KaJIe-

cscarsre

CpOKM. Ho,

'ra caxraa CnJIOqeHHOCTh, qTO nenaer

TaKyro KOMaH,!l;y 3cpcpeK-

TMBHOM, BnOCJIe,!l;CTBMM MO)KeT CTaTh npMqMHOM ee Kpaxa, eCJIM OHa 6Y,!l;eT ,!l;ep)KaThC~ OC06~KOM cpeKTMBHOCThKOMaH,!l;hl nanaer MT OT OCTaJIhHOMqaCTM KOMnaHMM. 3cpno Mepe roro, KaK ee qJIeHhI npMXOM pa3BOMT

K MHeHMIO, qTO OHM O,!l;HM«3HaIOT, KaK nano»,

CBOIO

c06CTBeHHyro, HOByro 6IOpOKpaTMIO*. ECJIM aanm npO,!l;JKT MJIM YCJIYra MMeIOT ycnex 3HaqMT, nopa pacnYCKaTh Barny KOMaH,!l;y M MHTe-

* 38

Xapranoa 3. Yrrpaaneane J1HHO~.

OTIhIT!le):I}'lWIX

KOMIIaJrnii.

M.:

BWIWlMC,

2007.

rpMpOBaTbOI HOB)'ID

B 60JIee

KpynH)'ID

opraHM3aU;MIO.

3aTeM

C06MpaTb

KOMaH,ll,Y M rOTOBMTb

HOBbI:H rrpopbIB.

• tlepeaarpyaare

M03r.

MHOrHe

BHJTpeHHMe

rrpe,ll,rrpMHMMaTeJIM CO,ll,ep)KaTOI -

ofiaapy-

)KaT, qTO B OCTaJIbHO:H qaCTM 3TO:H KHMrM rrpOTMBOrrOJIO)I(Hble HO, ycrreJIM neJIO

peKOMeH,ll,aIJ;MM, M ,ll,a)I(e, B03MO)KKOMrraHIDIX. rrpoeKT

TOMY, qTO OHM YCBOMJIM paHee ,ll,pyrMM, pa6oT<UI

rrperrO,ll,aTb

B KpynHbIX

B TOM, qTO, eCJIM BbI C06PaJIMCb cy:w;eCTB)'IDIIJ;e:H KOMrraHMM, rro

3arryCTMTb

co6CTBeHHbI:H

BHJTpM

BaM Heo6xo,ll,MMO

YCBOMTb HOBbIe CJIe,!l,JIOIIJ;<UI

MO,ll,eJIM rroaezreana Ta6JIMu;a KpaTKH:H

cynr,

3TO rrepe3arpY3Ka scero 'roro, 0 qeM

M03ra.

KOHcrreKT

rrO:H,ll,eT peqb

nanee:

TEMA
n03HLII10HHPOBaHHe

HPYflHASlHOMnAHHSl
6blTb BceM ,D,Jl51cex s 60 CJlaH,[lOB, 120 H 14-H Kemb 200 CTpaHHI..\ 3KCTpanOJl5lI..\HH, Ha ,[laHHbIX sa MHHyr

CTAPTAn
HaHTH CBOIO HHWY H

saaoesan,

ee

10 CJlaH,[lOB, 20 MHHyr H 30-H

«erns

6H3HecnJlaHHpOBaHHe

oCHoBaHHoH npouinue

20 CTpaHHI..\ BaWHX <j>aHTa3HH

nepHO,[lbl

6yrcTpannHHr

OCTaHOBKM B «Xa5lTT PH,[l}f{eHCM» BMeCTO «PMTI..\KapJlTOH» OT60p KopnopaTMBHblMM KaH,[lH,[laTOB C B KOMnaHM5IX 500 H

OCTaHOBKM Y npM5ITeJl51 BMecTO «MoTeJl51 6» nepeMaHHBaHMe CTOPOHYJlIO,[leH, «cexyr Ha CBOIO

pexpyrepaaa
PeKpyrHHr H3 cnacxa

«oropue
3a ,[lOJlIO

onblTOM pa60Tbi

<j>HWKY»H rorosa

Fortune

PHCKHyrb

xapsepoa

60JlbWOH 4eTBepKH' 3aKJl104eHHe C,[leJlOK, npa saa ,[lPyra51

B KOMnaHMM

KOTOPblX O,[lHa cropoua

Ilapraepcaoe
B3aHMoAeHcTBMe

Be,[lOMO BblHrpblBaeT, npoMrpblBaeT -

B3aMMoBblro,[lHOe 4eCTBO C npo,[la}f{

COTPY,[lHHnOBbIWeHH5I

pa,[lH nepBblx

uenuo

nOJlOC Be,[lY~Mx 6H3HecH3,[laHMH

DOJIhIIIOii qeTBepKoii Ha3b1BaIOT qeTblpe KpYIIHeiiIIIHe aYAHTopCKO-KOHCaJITHHrOBhle KOMIIaHHHMHpa: Ernst & Young, KPMG, PricewaterhouseCoopers, Deloitte & Touche. -

IlpUM. ped.

39

MaCTep-KJlaCC

NQ1
PeKllaMa Ha YE<t:>A npOl.\eHTbl C npoaai« roproaaa BO BpeMS1 CynepHy6-

lipeHAI-1Hr

llponaraana

oaonax

WaMaHCTBO

nOCpeAHI-1HaM Hble areHTaM

1-1

HOMI-1CCI-10H-

YMaCJlI-1BaHl-1e scex suuie-, HI-1}f{e- 1-1 PS1AOMCTOfIl4I-1X 6eCHopb1CTHaS1 nOMOl4b JlIOAS1M

MeHWl-13M

3BOHHI-1 B IOpI-1AI-1'leCHI-1i1 OTAeJl

l.I~BO
(l.IacTo ~36eraeMble BOnpOCbl BCe, '"ITOBbl XOTe/U1 3HaTb, HO CTeCHSUU1Cb CnpOCVlTb) B: npl13HalOCb, MHe crpauiao. fI He roTOB OCTaBI1Tb CBOIO HblHeWHlO1O paeory, 03Hasaer JlI1 :310, liTO ycneuraoro npeAnpl1HI1MaTeJlS1 113 MeHS1 He BbIHAeT? Hasepaoe,
fI HeAOCTaTOllHO CI1JlbHO

sroro

XOllY?

0:

Barn CTpax cOBeprneHHo HOpMaJIeH. J1 OH BOBce He oaaasaer;


~JUI

qTO BaM

He~OCTaeT KaKMX-TO KaqeCTB

ycneumofi

Kapbephl rrpe~rrpMHMMaTeJUl. rrpe~rrpMHMMaTeJIJ1, HhlpHYTb B

Tlonotiasre

CTpaxM

ncnsrrsraaror

see HaqMHaIO~Me

rrpOCTO O~HM qeCTHbI C C060M, TI060pOTb


3TM

a ~pyrMe HeT. ~eMCTBMeM ~eHb nenars


6M3-

CTpaxM MO)KHO rmnn, Brrepe~. J1 B

nee, KaK B OMYT, C rOJIOBOM, a 3aTeM K~bIM 60JIbrnOMY rpecxy 06Hap~MTe, rrpMrnJIM ~pyrMe, Ho qTO 6bI ax KOJIJIeraM
M O~MH

XOTJ! 6bI rro HeM

npexpacnsni
MJIM,

nens Bhl rrpOCHeTeCb


J1X

qTO CTpaxM yrnJIM -

Hy

rro KpaMHeM Mepe, aa

MeCTO

COBeprneHHO HOBbIe. CJIyqMJIOCb, nnxorna He nprranaaafrreci, B CBOMXCTpax-

HM

rrO~qMHeHHbIM. PYKOBO~MTeJIb He MMeeT rrpaBa na nrroxoe


CTOMT M

HaCTpoeHMe. O~HaKO He 3a6oTHOCTb, rorna

rrepeMrpblBaTb,

M306pa)KaJI rrOJIHyro 6e3~O CMepTM.


nca?

nee cpa3y rrOMMYT, qTO BbI rreperryraHhl


KOMY-TO, KpOMe Moero

B: CTOI1T nl1 pacspuaars MOI1 TaHHbie 3aMblCnbi 0: Xysce rrpe~rrpMHMMaTeJUl-rrapaHOMKa


M~eM C ~pyrMMM, ere, 06~eHMe

TOJIbKO rrpe~rrpMHMMaTeJIbOTKPbITO 06C~~aJI 60JIbrne, CBOM qeM rrpOMrpbIBaECJIM )Ke casto 3TO «KaK ~06hlTb

rrapaHOMK, KOTOPhlM pa3rOBapMBaeT C cofiaxoji. BbI BbIJ1rpblBaeTe naxraoro rro~~ep)KKY, M~eM nenaer BbI otiperaere nanrefi

CBJ!3M, rrepcrreKTMBbI. MaCTep-KJIaCca

ee YJ!3BMMOM, 3HaqMT, He TaKaJI ~

u;eHHaJI M~eJ!. (eM.

pa3~eJI «'-IJ1BO»

NQ7

40

Kam1TaJI»,

rne

nonpofino

06C}')K,lJ,aIOTOI

,ll;OroBOPhl

0 HepaCKpbITJ1J1

cyrn;-

HOCTJ1 J1306peTemUl).

B: Ha KaKOM srane pa3BI1TI1H npoexra cne,tzyeT Halll1HaTb 06C}'>KAaTb ero C Apyrl1MI1? 0: HaqJ1HaMTe cpa3Y)Ke. 3TO 3aCTaBJ1T sac rrOCTOHHHO 06,11;YMbIBaTb Barny
J1,11;eIO C 60JIbIIIJ1M B xaxecrae KaK rrpJ10pJ1TeTHOM, TaK J1 <POHOBOM TeM aana-nr. LJeM KOJIJ1qeCTBOM JIIO,II;eM Bhl ee 06CY,ll;J1Te, fiorrsnre rrOJIyqJ1Te

IIJ1rn;J1 ,ll;JIH pa3MhlIIIJIeHJ1M. IIyrrOK, HJ1qerO ,ll;eJIbHOrO

CJ1M

B ye,ll;J1HeHJ1J1 J1 C03epIJ,aH

c06cTBeHHhlM

BbI He Ha,!l;YMaeTe.

B:

KaK

onpeAenI1Tb,sro npennpaarne
J1CTJ1Ha, QTO XOpOIIIJ1e

y>Ke Hl1l1TO He

cnacer

OT

nposana

11 nopa

C HI1M 3aBH3b1BaTb?

0: J;!36J1TaH
ECJIJ1 Tpoe CJIYIIIaTb. rOBOpJlT CTpailiHoro

IIpe,ll;rrpJ1HJ1MaTeJIJ1 pe-refi, BaM

HJ1KOr,ll;a He C,II;aIOTMJ1pa. J1X rroJIIO,II;eM HJ1QerO

01, rO,ll;J1TOI ,ll;JIH KHJ1)KeK J1 nadiocmax


6JIJ13KJ1X ,ll;pY3eM COBeTyIOT KaK BaM, maCJ1T QTO Bhl erne ozma

HO He ,ll;JIH peaJIbHOrO cneztyer eCJIJ1 Tpoe

3aBJl3bIBaTb MY,ll;POCTb,

HapO,ll;HaH

rn.ansr,
-

H}')KHO

JIOBJ1Tb TaKCJ1 ,11;0ztoxra, HeT

B HeY,ll;aQax

IIpJ1 YCJIOBJ1J1, QTO BbI rrpO,ll;OJI)KaeTe

IIOIIbITKJ1.

B:

KameTcH,

Y MeHH

ecrs

6neCTHIlIaH

I1AeH, HO H Hl1l1ero He nOHI1MalO

B 6113Hece.

!.jTOAenaTb?

0: Hy, eCJIJ1 see,


IIbIOTepHaH 60QHaH»,

QTO y sac

ecrs,

3TO 6JIeCTJlrn;aH -

J1,11;eJl BpO,ll;e «HOBaH

KOM-

orrepaIJ,J10HHaH HO BbI He

CJ1CTeMa KaK csoe

6hlCTPaH,

J13J1rn;HaH J1 6e30IIIJ1HeT HJ1Qero. JIIO,II;eM

aaaere,

ee BOrrJIOTJ1Tb, J1 ~oe BpeMJ!,

3HaQJ1T, y sac noxa

B 3TOM CJIyqae

He TpaTbTe

He nonsnnere

C COOTBeTCTByrorn;J1MJ1 ECJIJ1 )Ke BbI JIe3HbI nsa 'rnna sac, KOTOPhlM yqaCTBoBaTb pariorars

HaBbIKaMJ1. KaK BOIIJIOTJ1Tb BaIllY J1,11;eIO, TO BaM MOryT 6bITb rro-

aaaere,

JIIO,II;eM. TIepBbIM

3TO HaCTaBHJ1K, TO ecrs rroxrorari, -

QeJIOBeK CTapille

6Y,ll;eT BpeMJ! B c06CTBeHHO 0 60K

OT BpeMeHJ1

BaM COBeTaMJ1, HO He 6y,ll;eT 6J13HeC-rrapTHep. OH CTaHeT aa-

paoore,
-

BTOPOM

C BaMJ1 60K J1 ero

B03MO)KH0,

,ll;a)Ke

aa YCJIOBJ1J!X QaCTJ1QHOM
06a rnna 6J13Heca.

HHTOCTJ1, MOryT

HaBhlKJ1 6y,!1;YT ,ll;OrrOJIHHTb

sanm,

rrOMOrn;HJ1KOB

BHeCTJ1 3HaQJ1TeJIbHbIM

BKJIa,!l; B pa3BJ1TJ1e sanrero

B: B
0:

KaKOH MOMeHT MHe nOTpe6YIOTCH BHeWHl1e aTpl16yrbi 6naHKI1, OQlI1C?


BJ13J1TOK J1 6JIaHKOB

nonHOlleHHOH

QlI1PMbl -

BI13I1TKI1, Qll1pMeHHble
J;!3roTOBJIeHJ1eM

3aMMJ1TeCb

HeMe,ll;JIeHHO.

TIo-

41

Macrep-unacc

NQ 1

TpaTbTe HeCKOJIbKO6aKcoB M 3aK;DKMTeMX y nporpeccnonana. IIoMHMTe, qTO rnpM<pT p;OJDKeH6bITb HMKaKHe MeJIbqe 12-ro xerna. O<pMC He 06513aTeJIeH P;O'rex nop, noxa K BaM He nOT5IHyrC5IKJIMeHTbIJIM60 sarneri KOMaHp;e He norpetiyerca fionsnre MeCTa. B.: HymeH JlI1 MHe Be6-caHT? 0: ,Il.a, ocofienno eCJIMBbI XOTMTepaatiorarers, npMBJIeqb 60JIbrnOe qMCJIO KJIMeHTOB,Bcepbe3 M3MeHMTbMMp M P;OCTMqbJIMKBMP;HOCTM. KnnenTbI, napTHepbI, MHBecTopbI - nee nepBbIM p;eJIOM6yAYT MCKaTbBarn caiir B J1HTepHeTe.

PEKOM EHAYEMASl Jl ~TEPATYPA


,Il.PYKep II. EM3Hec
M

MHHOBaIJ;MM. BMJIb5lMc, 2007. M.:

KpMCTeHceH K. M. ,Il.MJIeMMaMHHoBaTopa: KaK M3-3a HOBbIXTeXHOJIOrMW norM6aIOT CMJIbHbIeKOMnaHMM.M.: AnbnMHa EM3Hec EYKc, 2004. KYH T. CTpYKTYpa HayqHbIx peBOJIIOIJ;MW. ACT, 2009. M.: Xapranon 3. YnpaBJIeHMe MHHOBaIJ;M5IMM: OnbIT Bep;yrnJiX KOMnaHMW.M.: BMJIb5lMc, 2007. Shekerjian D. Uncommon Genius: How Great Ideas Are Born. New York: Penguin Books, 1990 (Il.lexepzracan ,Il.. Heo6bIqHbIW reHMW: KaK pO)K,Il;aIOTC5I eJIMKMeMp;eM). B Ueland Brenda. If You Want to Write. (IOJIaHp; E. ECJIMBbI XOTMTenncarr.). St. Paul: Graywolf Press, 1987

Utterback James M. Mastering the Dynamics of Innovation: How Companies Can Seize Opportunities in the Face of Technological Change. Boston: Harvard Business School Press, 1994 (ATTep63K,Il.. Ha BOJIHe MHHOBaIJ;Mw: aKMe uraacsr ztaer KOMnaHJ15IMTeXHMqeCKMW K nporpecc).

42

c:t>OPMynV1POBAHV1E

MACTEP-KllACC NQ2

n03~u.~OH~pOBaTb

KaK

Ilo380Jtb npedcmaeumscs: XUmpbtu Kouom. Ieuui; . .fI nuvezo ne npodato, 8 xossed»:« ue y"tyCb, max -ono npedsaeaso Cpa3Y nepeumu K deJty. Tbt - KpO.WK, U Jl nJta1iUpyw csecms meti» na YJKU1i. J1 daJKe ne numaucs omeepmemscsl .fI MYCKYJtucmee, soeapnee, 6btcmpee U Kf'yn1iee med«. J1 Jl - 2e1iUU. A mu - da mu 6u ne npoUteJt U 8cmynumeJtb1ibtx JK3aMe1i08 8 demcxua cad. TaK -ono data me6e nososcenuue dee MU1iymbt, "tmo6bt nouosumscs neped cMepmbw. «KpOJH1K Bara MJIM .LI:opmKHbIw EerYH» (1979)

KOPOTKO

KOHCYJIbTaHTOB. ropa3p;o 60JIblIIe,

OJIblIIMHCTBO BeHHOW

JIIop;ew

CqMTaIOT

n03MIJ;MOHMpOBaHMe MM

HeeCTeCTOT

p;e.HTeJIbHOCTbIO, npM

HaB.H3bIBaeMOW

ceKTaHTaMM

MapKeTMHra

cop;eWCTBMM

BbICOKOOnJIaqMBaeMbIX )J(e n03MIJ;MOHMpOBaHMe MeHep;)J(MeHTa.

TynMIJ;3TO

p;eWCTBMTeJIbHOCTM qeM npOCTO

npanaro«
caMYIO

Ipaxroraoe

n03MIJ;MOHMpOBaHMe qeTKO 06b.HCH.H.H:

BbIpa)J(aeT

Cyru;HOCTb

HOBOW opraHM3aIJ;MM,

• nOqeMY • nOqeMY • nOqeMY

OCHOBaTeJIM npep;npM.HTM.H pelIIMJIM nOTpe6MTeJIM xopOlliMe

ero

OTKPbITb, KJIMeHTaMM,

P;OJI)J(HbI CTaHOBMTbC.H ero

JIIOP;M P;OJI)J(HbI Mp;TM Typ;a

paoorars. 45

XMTpbIM 60JIbIIlMHCTBa KpOJIMKa.

KOMoT

rrOHMMaeT cyn

rr03MIJ;MOHMpOBaHIDI rOpa3~O OH KOMOT, M OH HaMepeH

JI)"IIIle

npezmprnnoaareneri:
CaMOM

CO)l(paTb K

fJpe~rrpIDITIDI,

rr03MIJ;MOHMPYH ce6J1, ~OJI)l(HbI

CTpeMMTbCJI

TaKOM )l(e qeTKOCTM. Ha K oTBery

nene

BCe rr03MIJ;MOHMpOBaHMe CBO~MTCJI

aa

O~MH

rrpOCTOM BOrrpOC:

l.JeM TbI 3aHMMaeIIlbCJI?

l.JTo6bI 6paTb

rpaMOTHO

OTBeTMTb

aa

rrOCTaBJIeHHbIM BOrrpOC,

H}?KHO

BbI-

~JIJ! saurero

rrpe~rrpIDITIDI

HaM60JIee BbIMrpbIIIlHYJO

rr03MIJ;MIO M -rerKOHKypeHToB,

KO C<POPMYJIMpOBaTb, qeM OHO OTJIMqaeTCJI OT 60JIbIIlMHCTBa a 3aTeM ~OHeCTM CBOM M~eM BbI Y3HaeTe M3 ~O pbIHKa. KaK

see 3TO C~eJIaTb 6bICTpO

M rrpaBMJIbHO,

nannoro

MaCTep-KJIaCca.

BbIEiEP~TE Bbl~rPbIWHYK) n03~L\~K)


Xoponree
ztarr, CO)l(paTb aa rr03MIJ;MOHMpOBaHMe rrpM3BaHO B~OXHOBJIJlTb KOToporo M

nofiyxcHaMepeH ~OJIM

K ~eMCTBMIO (eCJIM BbI, KOHeqHO, KOMOT). M HeJIb3J1, qTo6bI

He KPOJIMK,

OHO KPYTMJIOCb BOKpyr aro.

zrener,

pbIHKe

sanrero

yrrpaBJIeHqeCKOrO

fJ03MIJ;MOHMpOBaHMe

~OJI)I(HO 6bITb:

• n03I.-tTI.-tBHbIM.
H~O rOBopMTb

fJpe~rrpMHMMaTeJIbCTBO 0 KOMrraHMM BoeHHbIMM He B TOM, qTo6bI He MHTepecyroT KaKMe 6JIara OH

He

BOMHa,

rr03TOMY

He

TepMMHaMM.

FlpezmaanaxeqmpMy C PbIH-

HMe BaIIleM qmpMbI xa. fJoTpe6MTeJIJ! Ero MHTepecyeT,

BbI6MTb ~pyryro

BaIIlM pa360pKM

C KOHKYpeHTaMM.

npnofiperer;

CTaB KJIMeHTOM BaIIleM

KOMrraHMM.

• Knl.-teHTOl!eHTpW~HbIM.
qTO BbI rOTOBbI

fJ03MIJ;MOHMpOBaHMe

~OJI)l(HO

noxaasraars,
BbI BblrJIJIxce 3TO

C~eJIaTb ~JIJI KJIMeHTa, KOMrraHMJI a He -

a He xero aa

XOTMTe ~JIJI ce6J1.

3aJIBJIJIJI,
~MTe

qTO saura

«JIM~ep

pbIHKe», K

3rOIJ;eHTpMqHO, -

KJIMeHTOIJ;eHTpMqHO.

TOMY

HeKoppeKTHO TO ~pyraJI B03pa3MTb?

KaK BbI ~OKa)I(eTe,

qTO BbI JIM~ep? -

eCJIM KaKaJI-

KOMrraHMJI 06bJlBMT

ce6J1 JIM~epOM,

qTO BbI CMO)l(eTe

46

Ka1C n03uu,UOHUpOeamb
• BAOXHOBJlSlIOIlIViM. BallIJ1 COTPY,lJ,HJ1KJ1 ,lJ,OJDKHhI epJ1Th, qTO ,lJ,e.HTeJIhB
HOCTh KOMrraHJ1J1 YJIyqllIaeT Bep.HT, qTO CBOeM pa60TOM COBOrO ycrrexa. BOH 3Ta Bepa MJ1p.

Hanpnraep,

COTPY,lJ,HJ1KJ1 eBay

OHJ1 rrOMOraIOT JIIOMM ,lJ,OCTJ1qhqlJ1HaHrro6}')K,lJ,aeT J1X CTapaThC.H, JIe3Th J13 KO)KJ1

J1 rrOJIyqaTh OT 3TOrO y,lJ,OBOJIhCTBJ1e.

XOPOllIJ1M Prius. ncero

rrpJ1Mep

BhIJ1rphIllIHOrO

rr03J1~J10HJ1pOBaHJ1.H -

Toyota

3TOT aBTOM06J1JIh rrpOXO,lJ,J1T 55 MJ1JIh

(88,5

KJ1JIOMeTPOB), C)KJ1ra.H

raJIJIOH

(3,8

JIJ1Tpa) 6eH3J1Ha

aa

c-rer

pa60ThI

na

rJ16pJ1,lJ,e 3JIeK-

TpJ1QeCKOrO MOTopa

J1 6eH3J1HOBOrO ,lJ,BJ1raTeJI.H.Ero

HeJIh3.H Ha3BaTh 6hI-

CTphlM, MO,lJ,HhlMJ1JIJ1rrpeCTJ1)KHhlM. Ho 3KCrrJIyaTa~J1J1 axnerrr

OH He,lJ,OpOrOMJ1 3KOHOMJ1QHhIMB rr03J1~J10HJ1pyeT aBTOM06J1JIh

aa 3TJ1X KaQeCTBax

KaK rrpaKTJ1QHhlM J1 YHJ1KaJIhHhlM. TIOMJ1MO 3aBOeBaHJ1.H BhlJ1rphlllIHOM pOBaHJ1e CJIy)KJ1T p.H,lJ,ypeaJIhHhlX ~eJIeM, rr03J1~J1J1, xopollIee rr03J1~J10HJ1-

TaKTJ1QeCKJ1X J1 cTpaTerJ1QeCKJ1X -

rrOH.HTHhIX J1 6JIJ13KJ1X KJIJ1eHTaM, rrOCTaBIIIJ1KaM, COTpY,lJ,HJ1KaM, J1 rrapTHepaM. A rrOTOMY xopollIee rr03J1~J10HJ1pOBaHJ1e

~pHaJIJ1CTaM

,lJ,OJI)KHO 6hITh TaK)Ke:

• CaMOO'leBVlAHbIM.

TIo3J1~J10HJ1pOBaHJ1e

,lJ,OJDKHO6hlTh

He,lJ,BYCMhICBHJ1MaHJ1e

JIeHHO B J13JIO)KeHJ1J1CBOJ1X,lJ,OBO,lJ,OB. OHO aK~eHTJ1pyeT

aa

TaKJ1X ~eJI.HX, KaK 3KOHOMJ1.H ziener J1 YBeJIJ1QeHJ1e ,lJ,OXO,lJ,a, TaK)Ke a B03BhIllIeHHhlX ,lJ,yrneBHoM crrOKOMCTBJ1J1,rrpOCBeIIleHJ1J1

aa 60JIee

J1 pap,OCTJ1.

• KOHKpeTHbIM.

Xopomee

rr03J1~J10HJ1pOBaHJ1e

Ha~eJIeHO cpa3y

na

orrpe-

,lJ,eJIeHHYIO rpyrrrry

rroTpe6J1TeJIeM. rpyrrrry

vb

Hero

xce rrOH.HTHO,

BXO,lJ,J1TeBhl B 3Ty ~eJIeByIO BhICJ1Th 6e30rraCHOCTh

J1JIJ1 HeT.

Hanpmaep,

«noo6II1o

Be6-caMTOB»

3BYQJ1T Ky,lJ,a 60JIee

J1 HeBH.HTHO, He)KeJIJ1 «CHJ13J1Th PJ1CK MOllIeHHJ1QeCTBa IIIeCTBJIeHJ1J1 6aHKOB». OHJIaMH-TpaH3aK~J1M

rrpJ1 ocy-

aa

cairrax

KOMMepQeCKJ1X

• np0<!>VlJlbHbIM.
na

Ipasroruoe

rr03J1~J10HJ1pOBaHJ1e

nenaer

aK~eHT

OCHOBHOM 6J13HeCe aaureri

<pJ1PMhI, a He ee ,lJ,OrrOJIHJ1TeJIhHhIX KOMrraHJ1.H Apple Computer HO-

rrpO,lJ,yKTax J1JIJ1yCJIyrax. rr03J1~J10HJ1pyeT

Hanpxsrep,

cefia

B rrepByIO

OQepe,lJ,h KaK J1306peTaTeJI.H

47

MaCTep-KJlaCC

NQ2
YCTPOMCTB. OHa He MO)J(eT rrOXBaCTaTbCH J1 He zte-

BbIX,

rrpOrpeCCJ1BHbIX

OC06bIMJ1 JIaeT

p;OCTJ1)J(eHJ1.HMJ1 B cdiepe

IT-KoHcaJITJ1Hra

sroro.
KnIO'"IeBbIe KJIIO'"IeBbIM KOMrreTeH.QJ1J1 ¢J1pMbI rroTpe6HOCT.HM P;OJl)J(HbI '"IeTKO COrroTpe6J1TeJI.H.

• PeneBaHTHbIM.
OTBeTCTBOBaTb ECJIJ1 xer

.QeJIeBOrO

sroro

COOTBeTCTBJ1.HHe 6yp;eT,

rr03J1.QJ10HJ1pOBaHJ1e He rrpJ1BJIe-

BHJ1MaHJ1.H KJIJ1eHTOB.

• AonrmtrpalOLLlHM.
BJ130M 6bIJIO 6bI

ECJIJ1 6bI

IBM

Ha'"lJ1HaJIa

CBOIO Kapbepy

non

p;e3TO

«06eCrre'"lJ1M

Mara3J1HbI

KaCCOBbIMJ1

arrrrapaTaMJ1»,

xpaiiae
6bIJIO

Heyp;a'"lHbIM 6bI Ha3BaTb

rr03J1.QJ10HJ1pOBaHJ1eM. KOMrraHJ1IO annapar»)". He 6yp;eT National

EI.Qe xyp;rnJ1M Cash Register K TaKoMY

perneHJ1eM

(<<Ha.QJ10HaJIbHbIM

KaCCOBbIM KOTopoe

CTpeMJ1TeCb Tep.HTb

rr03J1.QJ10HJ1pOBaHJ1IO, COTHIO JIeT.

aKTyaJIbHOCTJ1

• 0pHrHHanbHbIM.
cnoe TOB 'raxoe 3Ty

Barne

rr03J1.QJ10HJ1pOBaHJ1e

P;OJI)J(HO OTJIJ1'"1aTbC.H KOMrraHJ1J1 CTPO.HT

OT KOHKypeHTCKoro.

CO)J(aJIeHJ1IO, TaK,

MHOrJ1e

rr03J1.QJ10HJ1pOBaHJ1e JIJ160 nee

6YP;TO y HJ1X BOBce '"ITO

HeT KOHKypeHOJIYXJ1. Ho na

KOHKypeHTbI,

ecrs ,

a6COJIIOTHbIe

eCJIJ1 J1 B03MO)J(HO, TeMY B pa3p;eJIe

TO B pep;KJ1X

CJIy'"laHX. TeCTbI "OT

(Tlonpotinee
rrpOTJ1BHOro"»

«Tlposoznrre

sroro

)J(e MaCTep-KJIaCca.)

ynpA>KHEHl1E
flepecaorpwre
CBOe n031-141-10Hl-1pOBaHl-1e. Bbl6epl-1Te YYBCTBO, KOTOpue Bbl I-1CnblTblBaeTe: a) roP,!\OCTb, YTO Bbl C TOYHOCTblO naaepa Ha TOM, K yeMY CTpeMI-1TeCb; 6) oonervesae, rpynnu YTO Bbl ynoMSlHYJlI-1 ace B03MO}l{Hbie nOTpe61-1TeJlbCKI-1e 1-1 «areropua KJll-1eHTOB. C<!>OKYCl-1pOBaJlI-1 BHI-1MaHl-1e

IBM

aKPOHMM B rrrorc IBM

OT International

Business

Machines

(<<MeJK,[lYHapO):lHaR 6M3HecHO rnasnoe, 'ITO

TexHMKa»).

rrpO):laeT ):IaJIeKO He TOJIbKO «6M3HeC-TeXHMK}'» cetia B y3K}'lO KaTerOpMlO rrpOM3BO):lMTeJIeii:

OHa He CTaJIa 3aroIDITb

KaCCOBblX arrrrapaToB.

48

KaIC n03uu,U01lUp06amb

HA~.D.~TE CBOIO H~WY


K02Ja

l/J.B. Byseopm

OmKpbt.lt CBOIOnepBYIO .ltaBKY, Jpy20U

KOMMepCalim

C mou me y.ltUU,bl na 3mOM

liOBOMY KOli1CJ'peHmy.

«Topeyes«
Ha

nonumascs npomuBocmOJlmb O« eueecus 60.ltbUty1O ma6.1tu<t1CJ': uecme 6o.ltee nsmudecsmu sem».


monee noeecux liUKaX020 ma6.1tu<tKY. cmapbJl».

C.lteJylOUf,UU JeHb

Byseopm

OHa zsacusa:

«Omxpeuuc» uedeuo uasad: Tlrrrep X3M. DaMKl1


Hay. The Book

l13 Ml1pa 6l13HeCa Anecdotes)

(Peter

of Business

MHOrl1e

rrpe~rrpl1Hl1MaTeJIl1

CTapaIOTC.Hl136eraTh PhIHOqHblX Hl1111.OHl1

He XOT.HTpl1CKOBaTh, CTaB.Hsee M.HTC.H 60JIhllleM K

aa

O~Hy KapTY, 60.HTC.HOTpe3aTh ce6e rryTl1 KpyrrHhlX, rOpl130HTaJIhHh1X

K Ba>KHhIM ceKTopaM phlHKa l1 OCTaThC.H 6e3 KpyrrHhlX rrpO~a>K. OHl1 CTperrpl1BJIeKaTeJIhHOCTl1


~JI.H

PhIHKOB, rrOCKOJIhKY CMOTP.HTna ycrrelllHhle BOT, CKa>KeM, Microsoft. CJ1CTeMbl~JI.H IlK, wrphl IlK KTo He xoxer

KOMrraHl1l1 C 111l1POKOM rrOTpe6hITh Microsoft?

6l1TeJIhCKOM6a30M l1 Cql1TaIOT, QTO ~OJDKHhl CJIe~OBaTh l1X rrpl1Mepy.

2004

ron: Bhl-

wrpaB 6l1TBy C Ml1Hl1cTepCTBoM cepBepOB, KIlK IIpWJIO)KeHl1.H ~JI.H Windows


~JI.H

IOCTl1.Ql1l1,OHl1 rrpo~aIOT orrepa.Ql10HHhle l1 TeJIe¢OHOB, a TaIOKe rrporpaMMHhle B TOM Ql1CJIe OHJIaMHOBble,

l1 Machintosh,

l1 co6cTBeHHYIO JIl1HeMKY l1rpOBblX YCTPOMCTB. QTo6bl rrOCTpOl1Th HOBYIO Microsoft, K rrpofinexse. H~HO 3TO orpoMHoe

Bbl, BepO.HTHO, ~MaeTe: XO~l1M KOMrrJIeKCHblM nonxon '-ho6hl


KOM

aeofi-

3a6~eHl1e.

rrOCTpOl1Th HOBYIO Microsoft,

naxars

C rrOKOpeHl1.HMaJIeHh-

Hl1111l1, aaxsarirn, IIJIaU)J;apM*, a 3aTeM (B CJIyqae y~aQl1) ~Bl1raThC.H DOJIee 'roro nsr, B03MO)KHO, nonaraere, QTO Microsoft ~OCTl1rJIa ro-

~aJIhllle. CIIO~CTBa aa KOMrrhIOTepHoM pblHKe, rroToMY QTO l1 HaQl1HaJIa C TaKOrO )Ke llIl1POKOro crreKTpa Hl1111? Bnecy .HCHOCTh: icrosoft M ceKTopa pa3pa60TKl1 rrpOrpaMMHoro CJ1CTeMbl PM. C HaQl1HaJIaC KpoxoTHoro
~JI.H

.H3hlKa BASIC

oneparmonnori

({TIJI~apM» nOKyrnaJIl1Ch

B AaHHOM 60JIee

KOHTeKCTe oanasaer KOHK}'PeHThI,

PhlHOK,

CJII1IIIKOM MaJIeHhK11I1, QTo6h1 na QTo6hI, npl1

Hero

KpynHhle

HO AOCTaTOQHO 60JIhIIIOii, nOMOW;hIO

ycnelliHoM

pa3Bl1Tl1l1

6113HeCa, BhI MOrJII1 C ero

AOCTI1Qh Kpl1TI1QeCKOii

MaCChi

11npI16h1JIhHOCTI1.

49

Macrep-unacc

NQ2

Cnoco6HOCTb C03AaTb YHIiIHaJ1bHblH npoAYHT yCJ1Yry WIIiI

npeAnpIiIHIiIMaTeJ1Ii1-IiIAIiIOTbl

HOM naHIiIIiI-AOTHOM

bl npOAYHTa IiIJ1Ii1YCJ1yrlil AJTH nOTpe61i1TeJ1H

lleHHocTb

Korna
HeMeTaMM.
M

HaqMHaIOT

6M3HeC C HYJUI,

orons

pa3BO):VIT CIIJ1QKaMM, a He orMOryT rr03BOJIMTh ce6e ornexser

Hexraorae

CTapTarr-KOMrraHMM ,o;pyrMMM

cnocofiasr

C HMM crrpaBMTbCH.

CJIOBaMM,

nocransre

cna-rana

na

0AHY HMIIIY, BbIJ1rpaMTe


M BCKope

ee, 3aTeM nocraasre

aa

APyryro,
HMIII,

BbIJ1rpaMTe

ee ...

Y sac 6YAeT ll,eJIbIM p.HA co6CTBeHHbIX

M3 KOTOPbIX M CKJIa-

AbIBaeTC.H rocrrOACTBO 3TOT rparproc (mmreaoro)

aa

pbIHKe.

rrpeACTaBJUleT

C060M

KOHll,errTYaJIbH}'lO cxeMY OCb CMMBOJIM3MPYeT TO ecrs

MapKeTMHra.

BepTMKaJIbHaH

cerraearnoro cnocofiaocrs
TeM

BaIIIeM KOMrraHMM C03AaTb YHMKaJIbHbIM TOBap OTJIMqaeTC.H OT scero, xansnee qTO }')Ke ecrs

TaKOM, KOTOPbIW

aa

pbIHKe.

"LJeM BbI nsmre OCb

YHMBaIII

BaIII rrpOAYKT/YCJIyra.

fOPM30HTaJIbHaH

noxaasrsaer;

HaCKOJIbKO

BaIII TOBap BOCTpe6oBaH

norperirrrenexs.

"LJeM BbI rrpaBee,

TeM nennee

nponyicr/ycrryra.

TIpOaHaJIM3MpyeM

qeTblpe

KpaifHMX yrJIa HaIIIerO

rparpaxa:

• 8epXHHH neBblH.
OHM

3TOT

yrOJI

3aHMMaIOT rrpeArrpMHMMaTeJIM-MAMOTbI.
M yCJIyrM,

rrpOM3BO):VIT rrpOAYKTbI

KOTopble

HMKOMY He H}')KHbI,

3aTO YHMKaJIbHbI.

50

Kate n03uu,uOllUp06amb
• BepxHHH npaBblH. 3TO TOT
rroTpe6J1TeJIJ1 ure ncero

yrOJI,

xyna

BaM H}')KHO CTpeMJ1ThOl. ncero J1 y sac

TaM

6Y,!l;eT ~eHJ1Th sac

60JIhIIle

6Y,!l;eT 60JIh-

rrpeJ1My:w;eCTB, rrOCKOJIhKY Bhl 6y,!l;eTe rrp0J13BO,!l;J1Th He'"ITO BOCTpe60BaHHoe, HO J1 YHJ1KaJIhHoe.

He TOJIhKO onem,

• HH>KHHH neBblH. I1MeHHo B 3TOM ymy OKa3aJIJ1Ch B csoe BpeM5I MHOrJ1e


KOMrraHJ1J1-,!l;OTKOMhl. Bee OHJ1rrpe,!l;J1araJIJ1O,!l;HOTJ1IIHhle TOBaphI J1 YCJIYrn, HJ1KOMYocooo He H}')KHhle. B OCTaJIhHOM ace y HJ1X6hlJIO KpyTO.

• HH>KHHH npaBblH.
KOHe~o, C aHaJIO~hIMJ1

3,!l;eCh J1,!l;eT rrOCTOHHHaR~eHOBaR BoMHa. Balli TOBap, HO y sac 6y,!l;eTKy'Ia KOHK)'peHTOB B 3TOM ymy MO)KHO,

6y,!l;eTrrOJIh30BaThOl mpocoM,

rrpe,!l;J1O)KeHJ1HMJ1. ,UOCTJ1qb ymexa

HO rrpJ1,!l;eTOIrrOCTOHHHO BeCTJ1O)KeCTOqeHH}'lO60ph6y

sa

BbI)KJ1BaHJ1e.

ToqHO

orrpe,!l;eJIJ1Th MeCTOrrOJIO)KeHJ1e BaIIIeM q)J1PMhI

aa

rparpnxe

aaaasa He J13JIerKJ1X. MHOrJ1e KOMrraHJ1J1J1mOJIh3YIDT 3TOT rpaq)J1K B xasecrse


OCHOBhI ,!l;J1H MeqTaHJ1M 0 6y.Ll)'lll.eM ycrrexe, OrqaRHHO rrpoe: KaKJ1e rrapaMeTphI npaasni

nsrraacs

OTBeTJ1Thna BOB BepXHJ1M

MhI MO)KeM J1CrrOJIh30BaTh, qT06hl rronacrs

yrOJI? BhI He rrpe,!l;CTaBJIHeTe, KaKJ1e TOJIhKO .HPJIhIKJ1He JIeII.HT OHJ1 aa


KaK ,!l;eMCTBJ1TeJIhHO 3HaqJ1MhI TOJIhKO nsa

ce6.H, ,!l;06J1BaRCh3TOM ~eJIJ1, 'rorna rrapaMeTpa -

YHJ1KaJIhHOCThTOBapa J1 ero ~eHHOCTh ,!l;J1H rroTpe6J1TeJI.H.

HE 3KOHOMbTE HA l1MEHl1
C y,!l;aqHhlM
Horpaq)J1eM: crryTaeIIlh. YCJIyry, Ha3BaHJ1eM ,!l;JIHq)J1PMhI, rrpO,!l;YKTa J1JIJ1yCJIyrJ1 Tpy,!l;HO ,!l;aTh orrpe,!l;eJIeHJ1e, IlpJ1,!l;yMaTh xopOIIlee KaK C rropHe HO eCJIJ1 YBJ1,!l;J1IIlh,HJ1 C qeM

J1M5I rrpo~e,

qeM C03,!l;aTh rrpO,!l;YKT J1JIJ1

XOT.H,BJ1M <jlaHTaCTJ1qeCKOe KOJIJ1qeCTBO KOIIlMapHhIX BhlBeCOK,

rrOHeBOJIe B 3TOM YCOMHJ1IIlhC.H.

Florparsre

BpeM5I J1 yCJ1JIJ1J.l rrp~e J1

ce6e ynasnroe

Ha3BaHJ1e -

3T0

3aMeTHO 06JIerqJ1T rr03J1~OHJ1pOBaHJ1e. BOT BaM HeCKOJIhKO rrOJIe3HbIXCOBeTOB:

• Ha3BaHHe

AOn>KHOHal.lHHaTbCH C 6YKBbl, CTOHl.l..leHB

aasane andiaaara.
nonanyr 6hITh rrpo-

PaHO J1JIJ1 rr03,!l;HO BaIIIJ1 KOMrraHJ1.H, rrpO,!l;YKT J1JIJ1 ycnyra

B KaKOM-HJ16Y,!l;haJI<jlaBJ1THhlM CrrJ1COK. 11 B 3TOM CrrJ1CKeJIyqIIle 6JIJ1)Ke K naxarry, He)KeJIJ1 K KOH~y.

Tlpencraasre,

HarrpJ1Mep,

51

MhllllJIeHHyro 6hITh -

BhlCTaBKY C ThICJPleH yqacTHJ1KOB.

f,!l;e BhI rrpe,!l;rrO'ITeTe

B nepaoii

J1JIJ1rrOCJIe,!l;HeH TpeTJ1 KaTaJIOra? B Ha'IaJIe Ha3BaHJ15.1 6YKB, J13 3ByqaHJ15.I eCJIJ1 Bhl CJIhIlllJ1Te J1JIJ1Zylinx?

TaIOKe CJle,!l;yeT J136eraTh

KOTOPhIX He 5.lCHOJ1X HarrJ1CaHJ1e. 3BaHJ1e «3aHJIJ1HKC» KaK BhI ero

Hanpasrep,

aa-

3arrJ1111eTe: Xylinx

• H36eraHTe 'U1cen.
J1JIJ1CJIOBaMJ1

J.1crrOJIh30BaTh

'IJ1CJIa B Ha3BaHJ1J1 -

rrJIOXaJI J1,!l;e5.l,

rrOTOMY 'ITO JIIO,!l;J1 6y,!l;yr rryraTh,

KaK OHO rrJ1111eTC5.I: ~J1<pPaMJ1

(123)

(paa-nsa-rpn). nOTeH14l1anOM». B
crarr, J1,!l;eaJIe aame J1M5.1 J1 06-

• Bbl611paHTe I1MSI C «rnaronbHblM


,!l;OJDKHO BOHTJ1 B ofintee paJoBaTh rrraron.

yrrorpednenne,

HapJ1~aTeJIhHhIM

TaK, MhI ,!l;aBHOJ)Ke He <pOTOKOrrJ1pyeM ,!l;OKYMeHThl, 'ITO-

a KCepJ1M J1X. TI03,!l;Hee MhI HayqJ1JIJ1Ch ryrJIJ1Th CJlOBa BMecro 'roro, 6hl J1CKaTh J1X B J.1HTepHeTe. KOPOTKJ1X(He 60JIhllle fJIarOJIhHhIH rrOTeH~J1aJI

ecrs

y Ha3BaHJ1H

,!l;BYX-TpexCJIOrOB) J1 He JIOMaro~J1X 5.l3hIK.

YnpA>KHEH~E
flpoeepsre, nOACTaBnSleTCSIm1 npHAYMaHHoe BaMH Ha3BaHHe B cneAYIOLlIee npeAllO}l{eHHe: ((3TO HaAO rs»,

HOA (Heauoro 06 AKpoHHMax): Cnenyer


J136eraTh Ha3BaHJ1H J13 HeCKOJIhKJ1X CJIOB. J.1CKJIIO'IeHJ1e COCTaBrrepBoe CJIOBO J1MeeT MO~HhlH Technology rJIarOJIhHhIH rro-

Jl5.IIOT CJlyqaJ1:

a) xorna

TeH~J1aJI (nanpnraep,

Ha3BaHJ1e Google 6) xorna Hawaiian

Corporation

see paBHo
opraKaK

3ByqaJIO 6hI HOPMaJIhHO), JIJ1Byro J1rpy CJIOB. TaK,

aKpOHJ1M rrpe,!l;CTaBJl5.IeT C060H TaJIaHTIslands Ministry, Me~epKOBHaJI

HJ13a~J15.I, KOTOPaJI rOTOBJ1T rracropoB HIM -

J1 CB5.I~eHHJ1KOB, cOKpa~aeTC5.I

O,!l;HOBpeMeHHo OMO<pOH CJIOBa hymn

(<<rJ1MH») J1 OMOHJ1M him

(<<EMy», T. e.

«Iocnozry»).
(cp. «J.1,!l;J1Te CBOJ1M nyrexs»). ero HJ1 C 'IeM Claritin

• 3B)"lI1Te Opl1n1HanbHO
,!l;OJDKHO3ByqaTh TIJIOXJ1e rrpJ1Mephl:

Bame

Ha3BaHJ1e

TaK, 'IT06hl Claris,

HeJIh35.1 6hlJIO crryraTh. TIO,!l;J13arrOMHJ1,

Clarins,

J1 Claria.

52

qTO J13 sroro flO, a qTO CKopee

qTO KOCMeTJ1Ka, qTO aHTJ1rJ1CTaMJ1HHbIM rrperrapaT, M ,lJ,;DKeeCJIJ1 qeJIOBeK J1X 3arrOMHJ1T, 6y,lJ,yr y Hero aCCOll,J1J1pOBaTbC.H

OHJIaMH-MapKeTJ1Hr.

scero, see

qeTblpe

Ha3BaHmI

C O,lJ,HOM TOM )Ke KaTerOpJ1eM, J1 KOMY J13 rrp0J13BO,lJ,J1TeJIeM ..

a 3TO, KOHeqHO, He BblrO,lJ,HO HJ1-

• 3BY'U1Te nOrl'l"IHO. qTO BbI nenaere. HeMMJ1Hra -

BaIUe

Ha3BaHJ1e ,lJ,OJ1)KHO COOTBeTCTBOBaTb TOMY, TOqKJ1 3peHmI JIyqIUJ1e rrpJ1MepbI Y,lJ,aqHOrO CTO.HT,HarrpJ1Mep, .H3bIK»). Geodude

C 3TOM

J1MeHa rrOKeMOHOB. LJero

(<<KaMeHHbIMqYBaK») J1JIJ1Lickitung 're BaIUJ1X ,lJ,eTeM0 TaKJ1X rrepcoH;DKax, J1 Huntail-

(<<JI~J1M

PaccrrpocnFlygon

KaK Beautifly,

Delcatty,

J1 BbI rroMMeTe, qTO .HJ1MeIO B BJ1,lJ,y, OBOp.H 0 JIOrJ1qHOM r rr03J1ll,J10HJ1pOBaHJ1J1.

Ha3BaHJ1J1 J1 xopoIUeM

• He rOHI1TeCb

3a

MOAOH. 3a.n,HJ1M YMOM .H rrOHJ1MaIO, qTO, BbI6J1paR Technology Ventures B

Ha3BaHJ1e ,lJ,J1.H Garage

1997 K

rorry

(xorna

MbI

TOJIbKO OTKPbIBaJIJ1Cb), MbI COBepIUJ1JIJ1 MbI

nse

OIUJ16KJ1.

Bo-nepaux,
J1HTepHeT-

caaxana

Ha3BaJIJ1 KOMrraHJ1IO garage. com.

CO)KaJIeHJ1IO, noan-

nee .com

npnofiperro

OTpJ1ll,aTeJIbHble KOHHOTall,J1J1,xorna

PbIHOK pyxHyJI

J13-3a 'roro,

qTO CrrJIOIUb COCTO.HJI J13 npennpasrrnri,

JIJ1IUeHHbIX 6J13HeC-MO,lJ,eJIJ1J1 PYKOBO,lJ,J1MbIX JIIO,lJ,bMJ1,JIJ1IUeHHbIMJ1 ,lJ,eJIOBOM XBaTKJ1. BTOPOM HaIUeM OIUJ16KOM 6bIJ10 nncarr, Ha3BaHJ1e co CTPOqHOM Terrepb rOBOpJ1Tb.

6YKBbI. M,lJ,J10TCKaRrrCeB,lJ,OCKpOMHOCTb,HO qTO ~

Osrem,
cnyqae

CKOPO CTaJIO .HCHO,qTO Ha3BaHJ1e C MaJIeHbKOM 6YKBbI Tpy,lJ,HO

BbI,lJ,eJIJ1TbrJIa30M J13 OCTaJIbHOrO TeKCTa. J1M.H co6CTBeHHoe,

TO, qTO garage

B 3TOM

TaK)Ke 6bIJ10 COBepIUeHHO HeOqeBJ1,lJ,HO(~

KOMY, KaK He rrapHIO rro J1MeHJ1 guy, 3HaTb 3TO*). H.HTHO6bIJ10, qTO rrpe,lJ,JIO)KeHJ1.H, CTPOqHO:ii? flO,lJ,BO)J,.H (onars )Ke 3a.n,HJ1MYMOM) J1TOrJ1 J1M.H,KOTopoe rrpJ16epeqb rrpO~J1T

Kposse

'roro,

Herro-

nenars
nacars

B CJIyqaRX, xorna ero

garage. com

CTOJ1TB naxane

C rrpOrrJ1CHOM 6YKBbI J1JIJ1see PaBHO co

H~HO

BbI6J1paTb 'raxoe

BaM ,lJ,eC.HTJ1JIeTmI,a BC.HKJ1eMO,lJ,HbIe <pJ1IUKJ1

,lJ,J1.HaIUJ1X rrpO,lJ,YKTOBJ1 yCJIyr. B

I1rpa

C!lOB:

Guy (fau, UMR asropa)

U guy (tlMep. ptl32.

MaJIhIU,

napem.).

llpUM. nep.

53

C
xpexi»). 06a Mble

npyroii

CTOPOHhI, 6YKBa

B03bMeM

Ha3BaHMe He M3 EOJIee

Krispy

Kreme

(<<Xpycnn.lIM:H K TOMY )Ke BhIrrYCKae3TO ,!l;OKa3bI-

TIepBaJI

aaaaaana -

aaxana
'roro -

aJI<paBMTa; rrOHqMKM, '-ITo

CJIOBa HaIIJ1CaHbI

C 01lIJ16KaMM.

3TO:H <pMPMO:H, M He xpycnlT, TO, qTO eCJIM y nac BaM He CTpaIllHhI.

M He CO,!l;ep)KaT KpeMa. xpyroii

saer? A
OIllM6KM

rrO-HaCTO.HmeMY

rrpO,!l;YKT, TO HMKaKMe

Vi
noro 3Ta

HarrOCJIe,!l;OK a3porropTa

erne O,!l;MH rrpMMep.

KaK-TO

B TyaJIeTe

MeaoryaaponKOMrraHMM. M

Kanrapn

.H YBM,!l;eJI BeJIMKOJIerrHOe

Ha3BaHMe

KOMrraHM.H

rrpO,!l;aeT MeCTO ,!l;J1.H CTeH,!l;OBO:H peKJIaMbI EJIeCT.Hme.

B TyaJIeTax

aa-

3hIBaerC.H

Flushmedia*.

BbI6~PAt1TE Jl~l.IHYIO <l>OPMY


jJ;Ul e06em8e1i1iOU cotiaxu Kamdbtu -

Hanoseon;

80m n01.feMY ece max ;uo6.fim cotiax.


OJI,!l;OC XaKCJIM

He,!l;aBHO KpbITb

KO MHe

06paTMJIaCb

rrpe,!l;rrpMHMMaTeJIbHMlIa,

3a,!l;YMaBIllaJI yqpe)l()J;aTb

OT-

OHJIa:HH-CepBMc,

KOTOPbI:H rr03BOJ1.HJI 6bI JIIOMM )KMBOTHbIX. OHa

TpaCThI

,!l;J1.H CBOMX ,!l;OMaIllHMX TeM, qTO nnorna

apryMeHTMpOBaJIa

CBO:H 3aMhICeJI Ee rrpe3eHYCbIIIJ1.HIOT

X03.HeBa yMMpaIOT

paHbIlle qTO

CBOMX rrMTOMlIeB. esceroznro B

TallJ1.H 6hIJIa

OCHOBaHa

aa

TOM

<paKTe,

CilIA
-

MMJIJIMOHOB ,!l;OMaIllHMX Mo.H rrepBaJI peaKlIM.H y

)KMBOTHbIX. Hac KaK BeHqypHoro KarrMTaJIMCTa 6hIJIa OTno-

pMlIaTeJIbHO:H. MaIllHMX X03.HMHa. rrpou;eHT, O,!l;HaKO fioxcepa) B,!l;pyr

MO)KeT,

M YChIrrJ1.HIOT eacerormo

9
rro

MMJIJIMOHOB

)KMBOTHhIX, TIo

HO ,!l;aJIeKO He

scex

M3 HMX

rrpMqMHe

CMepTM

3TO:H rrpMqMHe, PhIHOK -

BepO.HTHO, rOpa3,!l;0 -

YCbIIIJ1.HeTC.H o-rem, MeHbIlle, qeM

He60JIbIllO:H

a 3HaqMT

OHa rrpe,!l;rrOJIaraeT. (POKKM

MO.H BTOPaJI 6hIJIa

peaKlIJ1.H

KaK X03.HMHa c06aKM OHa rrpaBa:

Kanacaxn,
eCJIM

rrOJIO)KMTeJIbHO:H.

qTO 6Y,!l;eT C POKKM,

CO MHO:H qTO-HM6Y,!l;b 3aBemaHM:H,

CJIyqMTC.H? OH

He BKJIIOqeH

HM B O,!l;HO M3 ce-

Me:HHbIX

He BXO,!l;MT HM B O,!l;MH M3 TpaCTOB. 6hlCTPhlM npMTOK, 6yiiHhlM POCT,

* Flush
aneaanaoe

(aH2Jl..) -

cnYCK BOAhl B YIU1Taae, a TaIOKe -

Mao6MJIMe. -

IlpUM. nep.

54

Ka1C n03uu,U01lUpOeamb
MOPaJIb TaKOBa: rr03J1L\J10HJ1PY.H CBO:ii rrpOP;YKT, Bhl6J1pa:iiTe KaK MO)K06paIIJ;eHJ1.H K rrOTeHL\J1aJIbHOMY KJ1J1eHTy. «Hro qeM «"tJTO 6yp;eT C

HO 6oJ1ee J1J1qHyro ¢OpMy 6yp;cr C POKKJ1?» -

B pa3hl 3¢¢eKTJ1BHee,

MJ1J1J1J10-

HaMJ1 )KJ1BOTHhlX?». ECJ1J1 BaM ynacrca HJ1.H,KaCaIOIIJ;J1eC.H Moero

3aTpOHyTb MOJ1 J1J1qHble rrepe)KJ1Ba-

rrca, .H CMOry 3KCTparr0J1J1pOBaTb J1X aa MJ1J1J1J10-

HbI p;pyrJ1X J1IOp;e:ii,rrepe)KJ1BaIOIIJ;J1Xaa CBOJ1XrrJ1TOML\eB. TI03J1L\J10HJ1pOBaHJ1eB J1J1QHO:ii opMe ¢ QTO rrOTeHL\J1aJIbHOMY KJ1J1eHTy He H~O 6bI rrOH.HTb, B QeM nonssa sanmx ropa3p;o 3¢¢eKTJ1BHee, rrOTOMY QTO-

Harrp.HraTb

aooripaacenne,

rrpOP;YKTa J1J1J1 CJ1yrJ1. Y

6E3n~~HOEn03~U~OH~POBAH~E ~~HOEn03~U~OH~POBAH~E n
Hawa onepauuoasaa CIiICTeMa - orpacneBOH CTaHAapT, KOTOPblH nossonar OTAeflaM ynpaBfleHIiISl pecypcaa» npeAnplilSlTlilSl ocyuiecranars KOHTPOflb iii CHliI}I{aTb aarparu Hawa l.\eflb - couoarars pasaepu 6aflbHOH 030HOBOH Ablpbl ,[IecSlTKIiI caaoneroa Ao06pa3HOH ceruo" rnoHawa onepauaoa-aa CIiICTeMa nosaonsr BaM 6blTb apearasaee iii npOAYKTIiIBHee

Hawa l.\eflb - cnacra

aac OT MeflaHOMbl

HaKpOIOT CWA 3Be3-

Ieneps

Bbl MO}l{eTe CB060AHO nyreuiecraosan, no BceH crpase

Mbl nOBblCIiIM cpeAHlile KOHTPOflbHble no«asaren« no BaweMY WKOflbHOMY OKPYry

Mbl rapaHTlilpyeM, 'ITO saui ,LI}I{OHHIiI HaY'lIilTCSl '1Ii1TaTb

rOBOPl1TE

no-x EJl 0 BE"'I ECKl1

Cnpocume ceti«: oua npU6,A,eKaem Moe enuuanue? Busueaem y MeWl uumepec? Ilpotiueaem MOW 6pOlllO?I060pum na uoeu ssuxe? 06paw,aemc.fl KOuue? 36y"tum y6euUme,A,b1l0?
AJ1J1eH Ke:ii, rypy peKJ1aMbI, 0 rrpJ13HaKaX ee KaQeCTBa

KaK-TO B Garage

3a.HBJ1J1C.H OP;J1Hrenepansnsni

p;J1peKTOp J1 rrpep;CTaBJ1J1 aJI-

CBOIO KOMrraHJ1IO CJ1ep;yroIIJ;J1MJ1 CJ10BaMJ1: «!1crr0J1b3Y.H 2048-6J1THhl:ii

3Be3)J;oo6pa3HaJI

ceTh

(milA.

hubs-and-spokes)

)J;OCJIOBHO «cryrrl1~a -

11 CTII1~bI» -

CI1-

cresia

TIOJIeTOB 113 KpynHoro

a3pOIIOpTa-~eHTpa

B MaJIeHbKl1e.

IIpuM. peil.

55

Macrep-unacc
ropMTM

NQ2
,ll;JUI 06MeHa KJIIOqaMM M 168-6MTHhIH anro-

,IJ,J1(pqlJ1-XeJIJIMaHa 3DES,

pMTM IlIM<ppOBamUl

Mhl ooecnenaaaesr

3arn;MTy .QM<PPOBhlX KOMMY-

HMKa.QMH: rOJIOCOBhlX,

<paKCMMMJIhHhlX

M 6eCrrpOBO,ll;HhIX». sannrre 3TO, BepO.HT-

,IJ,JUI Crre.QMaJIMCTOB rro HO, 6hIJIa TOp MOr oxens 6hl

xpnrrrorpadirorecxori

.QeHHa.H MH<p0pMa.QJ1.H. ,IJ,JUI BCeX OCTaJIhHhIX rrpOM3HeCTM

reH,ll;MpeK-

C TeM )Ke ycrrexoM

BCe 3TO na ,ll;peBHerpeqeCKOM. <POpMyJIMpOBKY CBOeH 6M3HeC-

C nanreri

nossonn.io

OH rrO,ll;KOppeKTMpOBaJI «MhI

KOH.Qerr.QMM. TIOnyqMJIOCh:

3arn;MTMM nannr

KOMMYHMKa.QMM». zro CJIOraHa «3a-

J1 .H 6hl,
umuieaasre

qeCTHO rOBOp.H, COKpaTMJI ee erne KOMMYHMKa.QMM», qTO M KOMY BhI

60JIhille

zra KJIMeHT He rr03BOJIMJI. rrpO,ll;aeTe, KaKOH 6hI

HeBa)KHO, CThIM, BHyTpM H~HO BceM

omrosmaii-re
)KaprOH JIIO,ll;eH, rOpa3,ll;0

3TO

rrpo-

rrOH.HTHhIM OTpaCJIM,

.H3hlKOM.

HM 6hIJI

rrpMH.HT BaM

aaureji

rrOMHMTe:

Cpe,ll;M

,ll;0 KOTOPhIX 60JIhille

,ll;OHeCTM CyTh

CBoeH

,ll;e.HTeJIhHOCTM,

necne-

.QMaJIMCTOB.

yn PA}f{H EH 11E
Y6epHre 1013 BOe~ 6H3HeC-KOHlI,em.\HH C BCe a66peBHaryPbl 101 reXHHyeCKHe repMHHbl.

Crana

11101 OHa MeHee y6e,llHre11bHO~?

npOBOA~TE TECTbl «OT npOT~BHOrO»


Maorne
esrrsr
IlIaJIM B KOMrraHMM onncsmaror CBOM rrpO,ll;YKThI M YCnyrM B O,ll;HMX M 'rex KJIMHe CJIhIrrpOCTOH )Ke Bhlpa)KeHJ1.Hx. rrpO)KMJIM TaKMX BM,ll;MMO, OHM see YBepeHhI, BCIO )KM3Hh KaK na He06MTaeMOM qTO MX noreannansusie OCTpOBe M mncorna Ha,!l;e)KHhlH,

3rrMTeTOB,

BhICOKOKaqeCTBeHHhIH, MJIM 6e30rraCHhIH.

ynorperinenna,
l...h06hI rrpOBephTe,

6hlCTphIH

rrOH.HTh, qTO .H MMeIO B BM,ll;y, rrpMMeHMTe rrpOTMBOpeqMT JIM ormcaane aaureii

TeCT «OT rrpOTMBHOrrpO,ll;YK.QMM orrncaOpMrMHaJIhHoe.

ro»:

HMIO KOHKYpeHTa?

ECJIM zia, 3HaqMT,

Bhl rOBopMTe

qTO-TO

ECJIM HeT, TO nee nanm

CJIOBa 6eCCMhICJIeHHhl.

Hanproaep,
mrnneanoe, KYpeHT

omrcarr,

same
KaK

TIO

KaK

«rrpOCToe MMeeT B

B MCrrOJIh30BaHMM, CMhlCJI, eCJIM nanr

3aKOH-

6hlCTpoe

M MaCIlITa6MpyeMOe» csoe «CJIO)KHOe O,ll;HaKO

onncsrsaer

MCrrOJIh30BaHMM,

y.H3BMMOe,

Me,ll;JIeHHOe M OrpaHMqeHHOe». CJIOBa rrYCThI.

Bp.H,ll; JIM 3TO TaK,

M rrOTOMY saum

56

Kale Kyna
JIy<IIllHM CIIoco6 C~eJIaTb sam IIpO~yI<T

n03uu,uOllUp06amb

3aMeTHhlM

3TO IIpe~-

CTaBHTb KOHKpeTHble BhlBO~hl 0 ero

~OKa3aTeJIbCTBa, 'IT06bI

JIIO~H MOrJIH caMH C~eJIaTb

YHHKaJIbHbIX xaxecrsax.

AOKA3ATEllbCTBO
npOCTOH B HcnOllb30BaHHH BHeAPHeTCH aa OAHH AeHb H KOHe'lHble nonssoaarenn He Hy>KAaIOTCH B 06Y'leHHH

6e30naCHblH

6blCTPblH

npaKTH'leCKHe

HCnblTaHHH

noxaausaor
npOH3BOAHTellb-

nHTHKpaTHOe noseuueaae HOCTH

MacwTa6HpyeMblH

npOH3BOAHT AO B ceKYHAY

20 000

TpaH3aKlIHH

TIOIDITHO,

qTO He acerna

ecrs

B03MO)KHOCTb IIPHBO~HTb 3TO He OIIpaB~aHHe, 3IIHTeTaMH. qTo6hl JIH60

CTOJIb y6eOrpaHHqHCBOM, He

mrrensnsre

apryMeHTbI.

O~HaKO

BaTbCJ! H36HTbIMH

H 6eCCMbICJIeHHhlMH

HIIIHTe

YHHKaJIbHbIM J!3bIK, JIH60 IIPHBo~HTe nonycxarire IIpO~YKT

Hay<IHhle ~oKa3aTeJIbCTBa. IIPHIllJIO

M ~a)Ke

MhlCJ1H, qTO BaM e~HHCTBeHHoMy TaKHMH

B rOJIOBY OIIHcaTb 6e30IIaCHhlM,

CJ10BaMH, KaK IIPOCTOM B HCIIOJIb30BaHHH,

6hlCTPhlM H MaCIllTa6HpyeMbIM.

KACKAAlI1PY£1TE BAWE COOEilUEHlI1E


Pa3pa6oTKa Tpy~oeMKHM, sroro 3TaIIa KOHQeIIQHH II03HQHOHHpOBaHJ1J! IIpe~IIpJ1J!TJ1J! KOMIIaHHH qeM IIpOQecc ~OXOMT zto HO pe3YJIbTaT CTOHT YCHJIHM. H He IIpH~yMbIBaIOT HHqerO

Mnorrre

JIy<IIlle,

pa30CJIaTb

IIO BHy-

TpeHHeM IIOqTe 6e3JIHqHOe CJ1~e6HOe cyxyIO 3aIIHCb B e)KerO~HbIM KpHTHqeCKHM o TOM, qTo6bI mar

IIHCbMO HJIH ~o6aBHTb

oqepe~HfIO

OTqeT. CThl~HO! II03HQHOHHpOBaHHH II03a6oTHTbCJ! KOMIIa-

B JII060M

H JIIO~H H3 OT~eJIa MapKeTHHra,

H see COTpy~HHKH

57

Macrep-xnacc

NQ2
J1 KOHCYJIb-

HJ1J1, OT P)'KOBO)J,CTBa)J,OnOCTORHHO MeHRIO~J1XCR cexperapeii TaHTOB, nOHJ!JIJ1 ero KOHIJ;enIJ;J1IO .IJ:J1J! • aroro )J,OK}'MeHT, )J,eTaJIbHO ee OnJ1CbIBaIO~J1if,

MO)l{HO COCTaBJ1Tb KOPOTKJ1if

a 3aTeM BbIHeCTJ1 ero

aa

oocysc-

)J,eHJ1e na C06paHJ1J1 P)'KOBO)J,CTBa. Menezrscepu, B CBOIOOqepe)J,b, )J,OJ1)KHbI n03a6oTJ1TbCR 0 TOM, qTo6bI C HJ1M 03HaKOMJ1JIJ1Cb see J1X nO)J,qJ1HeHHbIe. 3aMeTJ1-

TIpe)J,CTaBbTe ce6e JIJ1, qTO BO)J,a ecrs

BO)J,ona)J" KaCKa)J,OM HJ1Cna)J,aIO~J1if C ropbI, He TOJIbKO na BepIIIJ1He?

ynpA>KHEHl-1E
Cnpocure Y,[IeBYWHI1 ua pecenuni, 60HYCHbie 6annbl
CnpOCI1Te paoorars. Y COTPY,[IHI1KOB-HOBI14KOB, n04eMY OHI1 npl1Wfll1 K BaM 11 I-1x OTBeTbl ,[Ia,[lYT BaM 60raTbll1 MaTepl1afl ,[IJ151 xopoureii 4eM 3aHI1MaeTC51 saura HOMnaHI15l.

peafll1CTI14H0l1

KOHl..\en1..\1111 03111..\110Hl1pOBaHI151 Q>I1PMbl, nOTOMY 4TO n aarnsa.

npe,[lCTaBfl51IOT c06011 CBe}l{l1l1, He3awopeHHbll1

J.1 He

3a6bIBaifTe

0 BaIIIJ1X )J,J1peKTopax J1 COBeTHJ1Kax. BbI He npe)J,CTaBBHRTHO OnJ1CaTb, qeM

J1J!eTe, HaCKOJIbKO qaCTO qJIeHbI npaBJIeHJ1JI He MOryr

3aHJ1MaeTCR P)'KOBO)J,J1MaJI J1MJ1 KOMnaHJ1JI. Ka3aJIOCb 6bI, pa3 OHJ1 «P)'KOBO)J,J!T» Q)J1pMoif, TO )J,OJ1)KHbI6bI TOqHO 3HaTb crpepy B peaJIbHOCTJ1 )I{e OHJ1 3aqacTyIO CTpaIIIHO ee KOMneTeHIJ;J1J1.

)J,aJIeKJ1 OT npOJ1cxo)J,J!~ero

(J1 ropa3)J,O 6JIJ1)Ke K TOMY, qTO )J,OJ1)KHO npOJ1CXO)J,J1Tbno J1)J,ee).

Kopoxe,

PbIHOqHaJI

n03J1IJ;J1JI npe)J,npJ1JlTJ1JI

)J,OJ1)KHa pa3'bRCHJ!TbCJ!

He TOJIbKO OT)J,eJIaM MapKeTJ1Hra 6e3 J1CKJIIOqeHJ1JI.3TO o=reas )J,ypy)J,J1J! scex

J1 MeHe)J,)KMeHTa, HO BceM COTpY)J,HJ1KaM

Ba)I{HO, J1 BbI )J,OJ1)KHbI OBTopRTb n

3ry

npoIJ;e-

HOBbIX COTPY)J,HJ1KOB -

J1 )J,a)I{enOCTORHHbIe BpeMJ! OT Bpepa3 B IIIeCTb MeCRIJ;eB.

MeHJ1 H}?K,!l,aIOTcRB HanOMJ1HaHJ1JIX. TIpJ1MepHO

nllblBl1TE no TE'"IEHl1tO
XOTR nOJIHOCTbIO ornaaarsca BO BJIaCTb pbIHKa HeJIb3R, He Y)J,aCTCRJ1 na n03J1IJ;J10HJ1pOBaHJ1JI. npJ1BJIeKaTeJIbHYID CTO npOIJ;eHTOB KOHTPOJIJ1pOBaTb npOIJ;eCC csoero BbI nenaere see B03Mo)KHoe, qTo6bI

paapaoorars

KOHIJ;enIJ;J1IOn03J1IJ;J10HJ1pOBaHJ1R J1 nepe)J,aTb

ee «no KaCKa)J,Y»BceM CBOJ1M

58

COTpY)J,HJ1KaM, HhIM,

KJIJ1eHTaM

J1 rrapTHepaM.

J1

Tyr

PhIHOK

Be)J,eT ce6J1 CTPaH06pa30M: Herrpe)J,BJ1-

HemKJ1)J,aHHhIM,

J1HOr)J,a rryraionnoa, MO)l{eT

HO qaCTO J1 qY)J,eCHhIM J13-3a TOrO, 'ITO

OH BCe pernaeT

3a BaC. 3TO

rrp0J130MTJ1

nenasre KJIJ1eHThI J1CrrOJIh3YIOT Barn rrpO)J,YKT Herrpe)J,BJ1)J,eHHhlM cnocofiosr. Hanproaep, KOMrrhIOTep )J,JIJ! pa60ThI C ::lJIeKTpOHHhlMJ1 Ta6JIJ1D;aMJ1, 6a3aMJ1 )J,aHHhIX J1 TeKCTaMJ1 CTaHOBJ1TCJI J1HCTpYMeHTOM 6) J13)J,aTeJlJ!. 'ITO )J,J1KryeT )J,JIJ!

Korna
BaM phlHOK. sac 60JIee

raxoe

rrpOJ1CXO)J,J1T: a) He ncaxysire, OH COCJI~J1JI ¢OpMy qeM

cJIYIIIaMTe, CJI~6y B

B03MO)l{HO, eCTeCTBeHHYIO rro

BaM )J,06pYIO

J1 nanren

rr03J1D;J10HJ1pOBaHJ1J1. TOJIKaTh

KOHD;e KOHD;OB, BaMJ1, OTO-

JIY'Irne

rmsrrs

TeqeHJ1IO,

C¢a6pJ1KOBaHHYIO

pBaHHYIO

OT )I{J13HJ1 KOHD;errD;J1IO.

ynpAmHEHl-1E
War 1: C04HHHTe TeKCT He oonee OAHOro aesaua AnHHOIl1, onucuBalOL1!HII1 enesameuas noreauaansaoro KnHeHTa OT Hcnonb30BaHHfI sauiero npoAYKTa HnH ycnyra, War 2: Ilparnacare KnHeHTa H nonpocirre ero onacars B OAHOM a6saue CBOH ane-ameuus OT Hcnonb30BaHHfI aaurero npoAYKTa HnH ycnyr», War 3: Conocrassre ABa onucaaaa.

B: CTOI1Tnl1 0: HeT,

06paTI1TbCH K PR-<I>l1pMe sa nOMOl.l.lblO B COCTaBneHl111 KOHl.\en1.\1111on

3111.\110HI1pOBaHI1H MoeM KOMnaHI1I1?


HJ1 B KoeM cJIY'Iae He nepenopysarire )J,pyrJ1M qTo6hl BHernHJ1M nasars 3a)J,aqy rr03J1D;J10HJ1pOBaHJ1J! OpraHJ13aD;J1J!M). 3TO CJIJ1rn-

PR-¢J1pMaM KOM Ba)l{HaJI

(J1JIJ1 JII06hIM qaCTh pariorra,

ee na ayrcopCJ1Hr.

B:

ECTb nl1 CTpaTerl1l1eCKl1e npel1MYl.l.leCTBa B TOM, lIT06bl npl1TBOpHTbCH «ManeHbHnl1 cneayer, BeCOMbIM?
rrpeJ1~eCTB.

KI1M lIenOBeKOM»? CAenaTb ero

aaoeopor,

nOCTapaTbCH «pa3AYTb» CBOM I1MI1AJK,

60nee

0: Bpanse

He naer

Haxas

BpaTh

JIIO)J,J!M, Bhl 6Y)J,eTe Bhl~-

,lJ,eHhl rrOCTOJlHHO CJIe)J,J1Th,'ITO J1 KOMY BhI BPeTe. JIIO)J,eMBhI 6Y)J,eTe 06~aThCJI, TeM 3anyraHHee KTO Bhl ecrs

J1 qeM

C 60JIhrnJ1M

qJ1CJIOM

6y)J,eT CTaHOBJ1ThCJ! JIO)l{h. na CaMOM )J,eJIe. 3TO

Beer-

na rr03J1D;J10HJ1pyMTe ce6J1 TeM,

He 3HaqJ1T,

59

'ITO, eCJIJ1 BhI J1 necrn

CJIa6oe,

BaHHOe IIpep;IIpIDITJ1e,

«nenoaoureaaoe» J1 Hep;OeraTO'IHO KanJ1TaJIJ13J1POH)')KHO BOI'IeCKJ1 sucraansrr, 3TO HanOKa3; HO He CJIeMotors, eCJIJ1BbI He General Motors.

zryer B:

cetia KaK General

CneAyeT nH Y"lHTbIBaTb AOCTYflHOCTbAOMeHHblX HMeH, Bbl6HpaH Ha3BaHHe AJlH

<j>HPMbl?

0: ,na,

pa3YMeeTCR. J1MeTb p;OMeHHoe J1MR-

3TO He IIPOCTO KpyrO;

J1MeTb

p;OMeHHoe J1MR, KOTopoe

IOIJ1eHTaM, IIapTHepaM

J1 J1HBeCTOpaM 6yp;eT ner-

KO 3aIIOMHJ1Tb J1 J1CIIOJIb30BaTb, -

3TO Heo6xop;J1MO.

B: AOn>KeHnH
BaHHH?

H sapaaee npOClIHTblBaTb CTpaTerHH BbIXOAa, AYMaH 0 n03Hl\HOHHPO-

0: 51 He

IIpep;CTaBJUlIO, KaKJ1M 06pa30M

CTpaTerJ1R

nsrxona

(Hap; KOTOPOH

BbI He J1MeeTe KOHTPOJUl) MO)KeT IIOBJIJ1RTb na

same

II03J1IJ;J10HJ1pOBaHJ1e. II03J1IJ;J10HJ1pOBaHJ1R.

Flocrporrre
MOryr

BeJIJ1KYIOKOMIIaHJ1IO, Ha'IaB C yrtasmoro 0 cTpaTerJ1RX nsrxorta J1 ~

He 6eciioKoHTecb

TeM 60JIee 0 TOM, KaK OHJ1

J1JIJ1P;OJI)KHbI IIOBJIJ1RTb

aa sanre

II03J1IJ;J10HJ1pOBaHJ1e.

PEKOM EHAYEMAs:I Jll1TEPATYPA


PJ1BKJ1H erpaTerJ1J1

C., Tpayr ~.
NQl
B MJ1pe. M.:

HOBoe

II03J1IJ;J10HJ1pOBaHJ1e:

see

6J13HeC-

Tlnrep, 2007.

60

MACTEP-KflACC NQ3

KaK npeae-rroears
Hcnpae» HeM-HOlO
JIJ1p*

1bt pe<tb C601O,<tm06 He 6bt.ltO 6eilbt.

Illexcrrrrp.

KOpOJIb

KOPOTKO

cpep;CTBa, JII060My

3
B:
0:
5[

a6yp;bTe

«5[

MblCJIIO, -

CJIep;OBaTeJIbHO, rrpe3eHTYIO, He

51 ~eCTBYIO».

Kpeno

rrpep;-

rrpJ1HJ1MaTeJI5I TIpe3eHTaU;J1J1 -

«5[
Hj?KHbI

CJIep;OBaTeJIbHO, P;JI5I roro,

51 CYlQeCTBYIO»' p;06b1BaTb rro

TOJIbKO

qTo6bI

3TO oxem,

3¢¢eKTJ1BHbIW

MeTOp;

P;OCTJ1Qb COrJIaIIleHJ1R CTaTb MHoro

Borrpocy. rroKyrrKa

Pe3YJIbTaTOM yqaCTJ1R

COrJIaIIleHJ151

MO)KeT

qero,

HarrpJ1Mep: KJ1 rrpop;}'KTa

B KarrJ1TaJIe

KOMrraHJ1J1 C u;eJIbIO

paapaoor-

J1JIJ1YCJIyrJ1,

3aKpblTJ1e

Cp;eJIKJ1, 3aKperrJIeHJ1e J1HBeCTJ1U;J1W.

rrapTHepCTBa,

HaeM COTpyp;HJ1Ka

J1JIJ1rrpJ1BJIeqeHJ1e

KaK

orrpep;eJIJ1Tb,

QTO

rrpep;rrpJ1HJ1MaTeJIb

rrpOBOp;J1T

rrpe3eH-

TaU;J1IO? OH IIleBeJIJ1T ry6aMJ1.

j?Ke

rtorrroe 3Ty

BpeM5I

rrporroBep;yIO

rpaMOTHYIO

rrpe3eHTaU;J1IO

rrponon 3BOHJ1KTO KaK

,n;YKTa Ha3BaHJ1eM

MJ1CCJ1IO 51 BbI6paJI

rrOTOMY,

QTO CTpa,n;aIO 60JIe3HbIO y MeH5I rrOCT05lHHbIM

TJ1HHJ1TYC, KOTOPaR yxe.

rrp05lBJI5IeTC5I y MHO)KeCTBa

HOM B rrpaBOM

5[

rr06b1BaJI

crreU;J1aJIJ1CTOB -

TOJIKOM He 3HaeT, ero JIeQJ1Tb. MHe

HJ1 QeM BbI3BaHO

3TO 3a6oJIeBaHJ1e,

HJ1, TeM 6oJIee,

peKOMeH,n;OBaJIJ1

CHJ13J1Tb norpetinenae

COJIJ1 (aepeansno CyIIlJ1 J1MJ1CO-cyrra);

P;JI5I orpa-

.HrrOHO-aMepJ1KaHu;a,

HeMbICJI.HIu;erO)KJ13HJ16e3

* U.IT. ITO: IIleKCIIwp KPWCfaJIJI, 2001.

B. KOpOJIb lIwp

/ Tlep. c anrn. A.B. Llp)'JKwRwRa.

Cn6.:

61

Macrep-unacc

NQ3
BJ1He J1ChIpe (nepeansuo a 'ratoxe P;JIJI reHp;J1peKTOpa TaJ1HCTBeHHoro P;JIJIaMepJ1KaHOHepBHJ1qaTh TeXHOJIOrJ1qeCKOW ecrr, p;pyraJI rJ1:nOT 3BOH B yxe

HJ1qJ1BaTh ce6JI B moxonazre, J1 60JIhrne rroreaa cnaTh

JInOHu;a, )l(J1BYIu;erO B KaJIJ1¢OpHJ1J1); (HepeaJIhHO

xrcasnre

KOMnaHJ1J1 B KpeMHJ1eBOW p;OJIJ1He). Y MeHJI, oznraxo, npOJ1CXO)l(p;eHJ1JIMoero nenyra: BhI3BaH TeM, qTO JI BhIH~p;eH 3eHTau;J1W. Knrox crefi, K ycnexy npe3eHTaU;J1J1B TOM, qT06hI

BhICJIyrnJ1BaTh ThICJIqJ1 OTBpaTHhIX npe6hICTpO CTapTOBaTh,

06'bJICHJ1Th 3HaQJ1MOCThroro,

QTO BhI nenaere,

He CHJ1)1(aThHaKaJIa CTpaMaCTep-

BhICJIyrnaTh MHeHJ1e ayp;J1TOpJ1J1, 3aTeM nOBTOpJITh npe3eHTaU;J1J1 a

CHOBa J1 CHOBa, noxa He naxaer nonyqaThCJI KaK Ha,D;O.lI13 eroro npoCTOW J13¢¢eKTJ1BHOW ¢opMe.

KJIaCca BhI Y3Hacre, KaK npe3eHTOBaTh Barn npOP;YKT J1JIJ1 yCJIYrY B KpaTKOW,

05bflCHItITECb

B nEPBYK> mE MItIHYTY
aa
npe3eHTaU;J1J16YP;h TO npe3eHTaU;J1JI npep;aosoro npOP;YKTa, J1JIJ1 rpaHT, -

HJ1 pa3y B )l(J13HJ1,CJ1M

npJ1HJ1MaTeJIJI, J1Iu;yIu;ero CTapTOBhIW KanJ1TaJI, J1JIJ1COTpyp;HJ1Ka, p;06J1BaIOIu;erOCJI 0P;06peHJ1JI PYKOBop;CTBa P;JIJIcsoero HeKOMMepQeCKOrO JI He p;YMaJI: «Jly-une CKa3 0 csoeji 6e)I(H0 Hep;0YMeBaeT: 're p;eJITeJIJI, paCCQJ1ThIBaIOIu;ero nOJIyqJ1Th

6hI OH nOTpaTJ1JI nepBhIe TIJITHap;u;aThMJ1HYT aa pac-

)l(J13HJ1».TIoKa BhI

nsrraerecr,

pa30rpeTh

ny6JIJ1Ky, OHa HeJ13-

«A QeM )l(e 3aHJ1MaeTCJIero ¢J1pMa?» 3Ta J1H¢OpMaU;J1JI- JIKOPh, ¢YHp;aMeHT J1JIJ1 nJIau;p;apM (J1CnOJIh3yWTY MeTa¢opy, KaKaJI BaM 60JIhrne HpaBJ1TCJI), He06xop;J1MhIW P;JIJIroro,
Cp;eJIaWTe MJ1JIOCTh:OTBeThB nepBYIO )l(e MJ1HYTY. YJICHJ1B, QeM BhI 3aHJ1MaeTeCh,

QT06hI Barna npe3eHTaU;J1JInpornJIa ycnernHO. 're na 3TOT Bonpoc

Barna ayp;J1TOpJ1JI MO)l(eT CJIyrnaTh see OCTaJIhHOe 60JIee cocpep;OTOQeHHO C J1npOCTJ1T BaM napOQKY JIJ1pJ1QeCKJ1XTCTynJIeHJ1W. o

YnpA}f{HEH~E
nOCTaBbTe TaHMep na 0AHY MItIHyry. B03bMItITe TeKCT 3aroTOBfleHHOH npeae-rrauan ItI 41t1TaHTeAO 3BOHKa. 3aTeM nOnpOCItITe cnyurareneti uanucars Ha 6YMa}l{Ke OAHO npe,l\f10}l{eHltle, 06bflCHfllOL1!ee, 4eM saHItIMaeTCfl sauia KOMnaHltlfl. Cocepure OTBeTbl ItI CpaBHItITe ItIX C TeM, 4TO, nO-BaWeMY, paccaasana Bbl.

62

Kale npe3eumo6amb
K coacanenmo, 'ITO rrpe3eHTau;YUI MHOH!e rrpeArrpMHMMaTeJU1 rrO-rrpe)KHeMY y6e)K)J;eHbI, rrOBeCTBOBaHMe, BcryrrJIeHMeM K KOTOPOMY 06.H3aM3

TeJIbHO AOJI)KHa 6bITb aarooirorparpaa.

TIpeArrOJIaraeTC.H, 'ITO

sroro

npOqYBCTBOBaHHoro paCCKa3a aYAMTOpYUIAOJI)KHa ztoranarr.ca JIe KOMrraHMM, M 0 rrpeAHa3HaqeHMM rrpOAyKTa. 3TO qYAOBMI:o;Ha.Hournfixa. CMO)KeT rrocrn=n, Bce
06CTOMT

M 0 nporprr-

POBHO naooopor:
M rorna
MJIM,

B rrepByID

OqepeAb CJIeAyeT pa3'b.HCHMTb, 'ITO BbI ztenaere, oco6eHHOCTM samero 6M3Heca

Barna rry6JIMKa xce cppa30M,


M

rro KpaMHeM Mepe, rrpeAeJIb-

npOCJIeAMTb aa XOAOM saunrx MblCJIeM. Pa3BeMTe TYMaH nepaoji He 3aCTaBJI.HMTe JIIOAeM MyqaTbC.H noranxascr. HO KOHKpeTHbI: • MbI rrpOAaeM TIO. • MbI rrpOAaeM 060pYAOBaHMe. • MbI
yqMM

DYAbTe KpaTKM

AeTeM

M3

HeMMyI:o;MX ceMeM.

• MbI noxroraexr

rpernHMKaM.

• MbI rrpeII.HTCTByeM )KeCTOKOMY 06paI:o;eHMIO C AeTbMM.

OTBEl.IA~TE l.IEllOBEl.I KY
DJ1JIJI ~C, Pbepy B IBM, MOM KOJIJIerarro Garage, paCCKa3bIBaJI,'ITO, xorna OH HaqMHaJI xaPyKOBoAcrBO yqJ1JIOero BO BpeM.H npeaeararmri
CJ1)J;MT MaJIeHbKMM-renoae-rex,

rrpeAcraBJI.HTb,

6YATOna IIJIeqe y Hero

Ka)K,lJ;blMPaJ, xorna DJ1JIJI

,n;eJIaJI KaKOe-TO 3a.HBJIeHMe, 3TOT qenOBeqeK nrerrran eMf: «J1 'ITO Croro?» Ka)K,lJ;bIM rrpeArrpMHMMaTeJIb ra xenoaexxa AOJI)KeH HOCMTb y cefia

aa

rrnexe TaKO-

M rrpMCJIyrnMBaTbC.H K HeMy. K CO)KaJIeHMIO, 60JIbrnMHCTBO

JIIo,n;eM JIM60 3a6b1BaIOT 6paTb ero C C060M, JIM60, KaK .H, CTpap;aIOT TMHHMryCOM.

TIoMHMTe: 3HaqMMOCTb 'roro, 'ITO BbI rOBopMTe, He acerna CaMOOqe~

BMAHa, M

TeM 60JIee -

rropa3MTeJIbHa

«KpblrneCHOCHa». KaK xenoaeaex

Ka)K,lJ;blM pa3, AeJIa.H 3a.HBJIeHMe,npencraanafrre,


IT CBOMeXMAHbIM Borrpoc.

sana-

OTBeTMB eMY, rrpoM3HocMTe MarMqeCKOe CJIOBO 0 pe3YJIbTa-

«Hanpntaep
Tax
MJIM

... »*
MJIM

M KOHKPeTM3Mpyi1Te CBOM OTBeT paccKa30M

cu;eHapMM peaJIbHOrO rrpMMeHeHYUI KaKOM-JIM60 CPYHKU;MM sanrero yCJIYrM.

npoAYKTa

Borden R. Public speaking - as listeners like it! New York: Harper & Brothers, (Eop.LIeH P. ITy6JII1QHOe BhIcrynJIeHl1e, KOTOpoe IIOHPaBl1TClI aY.LII1TOpl1l1).

1935

63

Macrep-unacc

NQ3
rrpJ1eMa, qeM

DOMHJ1Te: HeT B rrpe3eHTaU;J1J160nee Moryrn;ecTBeHHoro KOM6J1Hau;IDI OTBeTa aa Borrpoc co CJ10Ba«Hanproaep «LITo C roro?»

J1 rppaaa, HaQJ1HaIOI:o;ei1C.H

...

»,

BAWE 3ASlBJlEHHE

BOnpOC YEJlOBEYKA

BAW OTBET

KOHKPEH13AllHS1 OTBETA
Hanpauep.
HaXO-

B HaWHX CllYXOBblX annaparax nOllb3yeM Mbl HCl.\H<jJ1-1 4TO C roro? Haw npo,QyKT nosuuiaer 4HCTOry 3BYKa

,QHCb aa KOKTei111bHOi1 Be4epHHKe, cpe,QH ryna MHorHX ronocos Bbl CMOlKe-

posyo

06pa60TKY

carsana

re HCHee pa311H4aTb, 4TO roBOPHT HMeHHO BaM

Hanpaaep,
Mbl otiecne-nieaeM 128-6HTHoe WH<jJpOBaHHe B nopTaTHBHOM YCTpoi1cTBe 1-14TOC roro? B3110MaTb Hawy CHCTeMY,QbHBOllbCKH CllOlKHO orens,

Ha-

XO,QHCbB HOMepe Bbl MOlKeTe 3BOHHTb saui paa-

cnosotiao B urrao:

rOBOp Ha,QelKHO 3aLl1HLI1eH OT npoCllYWHBaHHH

MHCC (HMH<jJaMHllHH 3HaMeHHTOCTH) sauiero 411eH 1-14TO C roro?

Hawa

,QeHTellb-

Hanpauep.

cee-

HOCTb ,QOCTaT04HO HHTepeCHa, npHBlle4b HHe 3Be3,Q 4T06bl BHHMa-

pe npOH3BO,QCTBa, KOTOPblM PYKOBO,QHT 3Ta ,QaMa, HaM Tenepb 3elleHbli1 Be3,Qe CBeT

KOHCYllbTa-

THBHOro COBeTa

Hawa

uixona

npaurasyer
B Hawei1 HOBOi1 WKOlle Mbl HH,QHBH,QYallbHbli1 no,QXo,QK pe6eHKY 1-14TOC roro? H n03BOllHeT eMY

Hanpavep,

Mbl

,QaeM B03MOlKHOCTb ,QeTHM, oc060 O,QapeHHbiM

npu-

MeHHeM MeTO,QHKY

Moareccopu

opraaasosars
c06cTBeHHoe 06y4eHHe no caoevy YCMOTpeHHIO

B KaKoi1-11H60 06nacra, Y4HTbCH

C onepelKeHHeM

64

3HAVITE CBOK> AYAIf1TOPIf1K>


Haxaaaioume
npe3eHTaIIHH 01lIH6Ka. B npep;npHHHMaTeJIH CnOC06HOCTh y6e)KP;eHhI, 'ITO B OCHOBe rrsrrn,

ycrrenmori
3TO npOBe-

Bp;OXHOBeHHO nYCKaTh npe3eHTaIIHH -

B rnaaa.

OCHOBe ycrrenrnoii

HCCJIep;OBaHHe,

AeHHOe BaMH P;O aaxana

BCTpeqH. 'ITO Ba)KHO P;JU! sameii OT HHHIIHaTOpa ayp;HTOpHH. aarrreji 3ry HH3apa-

Bo-nepasrx,
¢OpMaIIHIO nee aanas

BhUICHHTe,

Bhl MO)KeTe nOJIyqHTh CJIeP;YJOIIIHe BOnpOChI:

BCTpeqH,

• KaKHe

TpH

¢aKTa

0 nameri

KOMnaHHH

BhI XOTHTe Y3HaTh

B nepBYJO

Oqepep;h? • LITO KOHKpeTHO B naureii KOHIIenIIHH HallIY TeMhI, npHBJIeKJIO same BHHMaHHe

H y6ep;HJIO BaC OpraHH30BaTh • ECTh JIH KaKHe-TO OC06hle

scrpe-ry? HJIH

BOnpOChI

nozrsonasre
BCTpeqH? aa

KaMHH,

K KOTOPhIM JI p;OJI)KeH 6hITh • CKOJIhKO (CKOpO JIeT CTapllIeMY

rOTOB K HaqaJIY aanreri H3

JIIOp;ei1., npHrJIallIeHHhIX BaM ~O 3TO 3HaTh.)

acrpeay?

BhI noi1.MeTe,

nOqeMY

BO-BTOPhlX,

3ai1.p;HTe na cairr BCe aannr

OpraHH3aQHH,

noryrJIHTe, qT06hI

rro=nrrafrre C06paTh

OTnon-

xersr

H nOp;HHMHTe

OTpaCJIeBhIe KOHTaKThI, BOT 06JIaCTH,

p06HYJO HH¢OpMaQHIO HCCJIep;OBaTh:

06 ayp;HTopHH.

KOTophIe

BaM ~O

• HCTOPHH

OpraHH3aI..\HH.

TIporpaMMHoe

3aJIBJIeHHe

opraHH3aIIHH;

ee npOHCXO)K,lJ;eHHe; ee HHBeCTophI;

ee OCHOBaTeJIh.

• MeHeA>KMeHT.
OHH pa60TaJIH conerax IOT

LITO

3a JIIOP;H TaM pa60TaIOT; rzte OHH yqHJIHCh; eIIIe

B KaKHX

opraHH3aIIJ1J!X

P;Oororo:

qeM YBJIeKaIOTCJI; B KaKHX COTpyp;HHqa-

OHH COCTOJIT H C KaKHMH

opraHH3aIIHJlMH

ceiisac, Bonpocsr
OT 'rnna B 3TOi1. 06JIaCTH npep;npHJlTHJI, 6yp;yr BaphHpoBhl OTKPhIBaM H~HO na-

• TeKYllIaH AeHTenbHOCTb.
BaThCJI B 3aBHCHMOCTH saere, H OT Toro, xer-o

KOTopoe B IIeJIOM,

BhI XOTHTe P;06HThCJI. 3aHHMaeTCJI

TOQHO onpep;eJIHTh, npaBJIeHHJI

QeM

opraHH3aIIHJI

H KaKOBhl

ee p;eJlTeJIhHOCTH.

65

r
Macrep-xnacc NQ3
KOMaHp;e M03roBOW IIlTypM, qTo6bI

B-TpeTbJ1X, npOBep;J1Te B sanreii

BbIpa60TaTb CB.H3KJ11nOBopoTbI paccKa3a, KOTopbIe n03BOJUlT BaM cnenars J BaIllY npe3eHTaQJ1IO J1HTepeCHOW J1 QenJUlIOIQeW. B03Mo)KHOCTew scerna MHoro, HO nepetiapars J1X aa xony, ycnexa CTO.Hnepep; ayp;J1TOpJ1eW,sanaxa He J13 nerKJ1X. 3anor B TOM, qTo6bI J1CCJIep;OBaTb J1X 3apaHee,

B MeHee CTpeCCOBbIXYCJIOBJ1.HX.

C05JH()AA~TE npAB~JlO 10/20/30


51 HJ1KOrp;a He
6bIJ1 aa CnJ1IIlKOM KOPOTKOWnpe3eHTaQJ1J1. XOpOIIla.H npeBonpOCbI, KOTopbIe ee npop;neBaIOT. BOT xoponreii 3eHTaQJ1.Hno onpep;eneHJ1IO He MO)Kcr 6bITb KOPOTKOW, nOTOMY qTO no6}')K,lJ;aeT CJJYIIlaTenew aanasars npocrofi npe3eHTaQJ1J1: • 10 CJIaWp;OB; • 20 MJ1HJT; • 30-w xerns TeKCTa. npJ1HQJ1n cOp;ep)KaHJ1.H,p;nJ1TenbHOCTJ1J1orpopxorenna

10 cnaHAoB
Hysoro
roro, CTpeMJ1TbC.H TOMY, qTo6bI ayp;J1TOpJ1.H K 3anOMHJ1na J13sanreii qeM y 90% npe3eHTaQJ1J1 OP;Hy BeIQb TIoMHJ1Te: sanra nens nIOIQYID J1Hq>OpMaQJ1IO. «,lJ;oCTaTOqHYID»3HaqJ1T p;OCTaTOqHYIDP;JUIroro, ,lJ;fIOIQeMY mary, KaKJ1M 6bI OH HJ16bIn. ECJIJ1uem, qTo6bI qeM 3aHJ1MacrC.Haama KOMnaHJ1.H.3TO rapaHTJ1.H KOHKYpeHTOB. C006IQJ1Tb 0 ce6e p;OCTaTOqHYID, a He sceotrsea-

qTO saura npe3eHTaQJ1.H 6yp;eT ycneIIlHee,

nepeirr«

K CJIe-

npJ1BneQb xarrrrran, np06Ha5I napTHep-

TO CJIeP;YIDIQJ1M IIlarOM 6yp;cr 3HaKOMCTBOC 60nbIIlJ1M QJ1CJIOM napTHepOB 3TOW q>J1PMbI. ECJIJ1 nens CTBO, TO CJIep;YIDIQJ1W mar KOB OpraHI13aQI1J1. TIoWMJ1Te BOT QTO: uens a BbI3BaTb J1HTepec. TI03TOMY p;eC.HTKa. 3TOT aa rrepnsni npe3eHTaQl1l1 J1 cnaiinon He 3aKnIOQl1Tb cnenxy, HeMHoro oxono 06'beM H~HO npop;a)Ka, TO CJIeP;YIDIQJ1W mar napTJ1J1. ECJIJ1 uens YCTaHOBKa J1nJ1 nOCTaBKa He6onbIIlOW

3HaKOMCTBO C 60nbIIlJ1M QJ1CJIOMCOTPYP;HI1-

B3rn.Hp; CnJ1IIlKOM ManeHbKI1W -

66

Ka1C npe3eHmOeamb
YfH(pOpMaU;l1l1 B<UKHOM. BYfTb erne ECJIl1 3aCTaBJUleT 3pl1TeJU! CKOHu;eHTpl1pOBaTbCJI B p;eCJITb l1X ql1CJIO BaM CJIa:i1p;oB, He

aa

CaMOM nofia-

He YKJIap;bIBaeTeCb HO otinree

MO)KeTe

HeCKOJIbKO, MeHbllIe

P;OJI)KHO rrpeBbIllIaTb TeM COCTOJITeJIbHee

nnannarn. "Y"eM sanra nzrex,


HJ1)Ke AJUI Tpex Bl1P;OB

CJIa:i1p;oB

H~HO,

rrpl1Bep;eHbI

Tpl1

Ta6JIl1U;bI

C ormcannesr

B<UKHe:i111IJ1X CJIa:i1p;oB

npeaerrrarraic
rrepep; rrOTeHU;l1aJIbHhlMl1 l1HBecropaMl1 (l1 P;JUI KOM-

• TIpe3eHTau;J1JI MepqeCKl1X,

l1 P;JUI HeKOMMepqeCKl1X

opraanaamoi).
rrOKYIIaTeJUlMl1. rrapTHepaMl1.

• TIpe3eHTaU;J1JI rrepep; rrOTeHU;l1aJIbHbIMl1 • TIpe3eHTaU;J1JI rrepep; rrOTeHU;l1aJIbHhlMl1

TIapa er, xorna

CJIOB 0 JIl1KBl1P;HOCTl1. XOTJI Hl1 OP;l1H rrpep;rrpl1Hl1MaTeJIb l1 KaK OH p;OCTl1rHeT JIl1KBl1P;HOCTl1 BKJIIOql1Tb l1 p;OCTl1rHeT

He 3Ha-

JIl1 noofime, CJIa:i1p;,rol1 rrOrJIO-

MHOrl1e

HaCTal1BaIOT

na TOM, qT06bI

B rrpe3eHTaU;l1IO

BOPJIr.u;l1:i1:«ECTb p;Ba cnocofia IJJ;eHl1e». M-p;a, oaem,

p;OCTJ1)KeHl1JI JIl1KBl1P;HOCTl1:

IPQ

u;eHHaJI l1HcpopMaU;l1JI! 3TO 06bIqHO rOBOpl1T

ECJIl1 l1HBeCTOp CrrpallIl1BaeT 0 ero 6eCTOJIKOBOCTl1. ECJIl1 zma cnocofia, 3Haql1T, Bhl

sac

0 CTpaTerl1l1

nsrxona,

)Ke B OTBeT BbI naasmaere C HYfM zma carrora rrapa.

BhlllIeyrrOMJIHYTble

Ep;l1HCTBeHHbI:i1 CJIa:i1p;, nocaamenasrri KaK Ml1Hl1MyM

CJIyqa:i1,

xorzra

cnerryer

BKJIIOql1Tb

B rrpe3eHTaU;l1IO Ha3BaTb rrpep;noxa-

JIl1KBl1P;HOCTl1, rrOTeHU;l1aJIbHhlX CKopee XOPOlliO

3TO xorna

BbI MO)KeTe

rrJITephlX

noxynarenefi

sanrero
3TO

rrpYfJITJ1JI, 0 KOTOPbIX 3bIBaeT, 060pOT 'ITO Bhl

l1HBeCTOp,

scero,
aaaere

He CJIhlllIaJI.

p;e:i1cTBl1TeJIbHO 'ITO nac

CBOIO OTpaCJIb.

J1

aa-

3aJIBl1B,

Kyrrl1T

Microsoft ncex

(l1JIl1 MecTHhl:i1 l1HBeCTOpoB,

Microsoft pa3Be

sanreii
'ITO

OTpaCJIl1), TyrrbIX.

BbI JIl111Ib oTrryrHeTe

KpoMe

casisrx

TIOMl1MO HeCKOJIbKO nornn,

OCHOBHhlX aarracmax,

p;eCJITl1

CJIa:i1p;oB

MO)KHO 60JIee

TaK)Ke

3arOTOBl1Tb 0 TeXHO-

paCCKa3hlBaIOr.u;l1X

nonpotino l1 rrpoql1X

MapKeTl1Hre, l1 l1

cyr.u;eCTBYIOr.u;J1X KJIl1eHTax

KJIIO'IeBhlX l1X aa60-

crpaTerJ1JIX roTOBl1Tb nee

rrOKa3aTeJIJIX rrpl1 ce6e

saurero
aa

rrpep;rrpJ1JITJ1JI. eCJIl1 y 3Tl1

XOPOlliO

l1MeTb

CJIyqa:i1,

sac

rrOrrpOCJIT

P;eTaJIbHbIX

06bJICHeHl1:i1.

Onnaxo

06bIqHO

CJIa:i1p;hl He

BXOp;JIT

B ql1CJIO p;eCJITl1 B<UKHe:i111Il1X,rr03TOMY OHYf He H~bI.

B OCHOBHO:i1 BepCl1l1 rrpe3eHTaU;l1l1

67

MaCTep-KJlaCC

NQ3

nPE3EHTAI..U1f1 nEPEA nOTEHUl1Al1bHbIMl1l1HBECTOPAMl1 (KaK AIlS! KOMMeplfeCK~X, TaK ~ AIlS! HeKOMMeplfeCK~X OpraH~3a~~~)

cnM1A

COAEP>KAH HE

KOMMEHTAPHH
nOKa aYAHTopHfI Bbl 06bflcHfleTe, H3yyaeT CJlaHA, yeM 3aHHMaeT(HanpHMep: «Mbl npOAaeM WKOJla»,

Ha3BaHHe

KOMnaHHH;

BaWH

CfI aauia

KOMnaHHfI no»,

Ha3BaHHe

HMfI H AOJllKHOCTb; KOHTaKTHafl HHQ>0pMal.\HfI

«Mbl npOAaeM o6oPYAoBaHHe», «Mbl -

«Mbl -

uepuoes»,
K AeJlY!

«Mbl 3all1Hll1aeM

OKpYlKalOll1YIO

cpeny-), llepexonare

cpasy
OnHWHTe HeYAo6cTBa, KOTO-

npo6neMa

nouoraere YCTpaHHTb, HJlH sonpocu, Ha aoropue Y eac ecrs OTBeTbl. lIeJlb Ao6HTbCfI roro, YT06bl ace
Bbl 3aKHBallH «HalKHBKY» H KllIOHYJlH Ha

pue

np06JleMa BbicocaHHOH

He AOJllKHa BblrllflAeTb H3

nansua,

GBeAHTe

K MHHHMYMY HJlH BOBce onYCTHTe CCblJlKH Ha KOHCaJlTHHroBble HC-

sauiy

CJleAOBaHHfI OTHOCHTeJlbHO 6YAYll1HX MaCWTa60B

aaurero

pblHKa

nOAPo6HbiM 06bflCHHTe, KaK HMeHHO Bbl

TeXHHyeCKHM

Cnel.\HQ>HKal.\HflM 3,QeCb He MeCTO. it13JlOlKHTe caMY np06JleMbl, Be6-caHT,

yctpaasere 3TH HeYAo6cTBa HJlH orse-aere Ha aonpocu:


Peuieaae
KaKOH HOBblH CMblCJl Bbl

cyrs peuieuas
«Mbl AeweBblM no,

HanpHMep, nOCBflll1eHHblH

npu-

BHOCHTe B MHp. n03a6oTbTeCb o TOM, YTo6bl

nyreurecreasa.

Mbl HanHCallH

npucyrcrayouue
HM 3TO HYlKHO

aoropoe
scex

npOBOAHT MOHHTopHHr

yeTKO YflCHHllH, 'ITO Bbl npo-

OCTaJlbHblX TYpHCTHyeCKHX

caa-

naere

H 3ayeM

TOB H COCTaBJlfleT eAHHblH peHTHHr HX pacueaos»

KaK npasano, JlIOTHO uosas 06bflCHHTe, IiH3HecAeHbrH: KaK Bbl nenaere ornyraaaer Bawa

YHHKallbHafl,

a6coJlHWb eCJlH

6H3HeC-MOAeJlb HHBeCTopa. AalKe

KTO BaM nJlaTHT, KTO

6H3HeC-MOAeJlb

- AeHCTBHnyuue YlKe

MOAenb

H KaK pacnpocrpauser nPOAYKl.\H10; Ha30BHTe CBOIO BaJlOBYIO npH6blJlb

TeJlbHO peBOJlIOl.\HOHHafl, onacuaars ee B TepMHHax

CYll1eCTBYlOll1HX MOAeJleH. 3aOAHO 3TO aaui uiasc ynoMflHyrb Ha3BaHHfI

KOMnaHHH, YlKe HCnOJlb3YIOll1HX saiu npOAYKT HJlH yCJlYry

68

Ka1C npe3ellm06amb
LJeM MeHbWe TeKCTa H 60JlbWe AHarpaMM, CXeM, rpaQ>HKOB Ha 3TOM CJlai1Ae - TeM Jly'!we. OQ>HL\HallbHble AOKYMeHTbl H 06beKTHBHbie AOKa3aTeJlbCTBa KOHL\enL\Hi1 npHAyrcfl 3AeCb O'leHb KCTaTH Y6eAHTe aYAHTOpHIO, 'ITO sauia crparerua BblXOAa Ha PblHOK AOCTaTO'lHO npOAYMaHa, 3Q>Q>eKTHBHaH He npuBeAeT sac K pa30peHHIO HHKorAa He cnenyer npHHH>KaTb KOHKypeHTOB. Bce - KJlHeHTbl, HHBeCTOpbl, COTPYAHHKH- XOTflT YCJlbIWaTb, 'leM XOpOWH Bbl, a He 'leM nnOXH BaWH KOHKypeHTbl He 60HTecb nosaaars HeCOBepweHCTBO Bawei1 KOMaHAbl. Y scex CTapTan-KOMnaHHH ecrs cnaooe 3BeHO - Ba>KHOTO, 'ITO Bbl ero BHAHTe H crpevarecs ero 3aMeHHTb COCTaBbTe sam nporuos no npHHL\Hny «CHH3Y asepx- (nOAP06Hee 06 3TOM B MaCTep-KJlaCce NQ5 «HaK CTaTb oyrcrpannepoe»). npHMHTe BO BHHMaHHe roproaue L\HKJlbl H ce30HHOCTb. nOMHHTe: paasflCHI-1TbJlIOAflM npeAnOJlOlKeHl-1fl, nexauure B OCHOBe sauiero nporuosa, He MeHee BalKHO, 'leM npHBeCTH BblAYMaHHble BaMH L\HQ>Pbl

Cexper
ycnexa

OnHWHTe TeXHOJlOrHIO, MarHsecaoe sense HJlH BOJlwe6HYIO Q>OPMYJlY,cocraenmoun-e ceKpeT ycnexa aauiero npOAYKTa HJlH yCJlyrH 06bflCHHTe, KaK Bbl nnauapyere Bbli1TH Ha noaynarens, OnHWHTe BaWH pbl'larH MapKeTHHroBoro BJlHflHHfl npeACTaBbTe nOJlHbli1 0630p KOHKypeHTHoH cpeAbl. nYCTb Jly'!we OH 6YAeT H3JlHWHe nOAP06HbIM, 'leM HeAOCTaTO'lHbIM OnHWHTe KJlIO'leBbIX nrpouoe BaweH ynpaBJleH'leCKOH KOMaHAbl, COBeTa AHpeKTOpOB H KOHcYJlbTaTHBHoro COBeTa, a TaK>Ke BaWHX rnaaaux HHBeCTopOB

MapKen1Hr H npOAa>K11

HOHKYpeHL\Hfl

YnpaBJleH'1eCKall KOMaHAa

<i>I1HaHCOsue nporH03bll1 KJlIO'IeBble nOKa3aTeJlI1

nporaos Ha nflTb ner snepea; npH'leM, pe'lb AOJllKHa HATH He TOJlbKO o neusrax, HO H 0 KJlIO'leBbIX nouasarensx, TaKHX KaK 'lI-1CJlO KJlHeHTOB H K03Q>Q>I-1L\l-1eHT I-1X nepexoaa H3 nOTeHL\HaJlbHbIX B peansaue

llpenocraesre

TeKYll.\I1H CTaTYC,AOCTI1>KeHI111 HaAaHHblH MOMeHT,

nnaarpaQ>I1K H I1CnOJlb30BaHI1e Q>OHAOB

Pa3bflcHHTe TeKYll.\HH PbIHO'lHblH CTaTYc BaWI-1XnpOAYKTa HJlI-1yCJlyrl-1, BaWH OlKHAaHl-1fl OT6JlHlKaHwero 6YAYll.\ero H BaWH nnaau no HCnOJlb30BaHHIO CpeACTB, aoropue Bbl nuraerecs npHBJle'lb

npOAeMOHcTpHpyi1Te B neransx nOJlOlKl-1TeJlbHYIO AI-1HaMI-1KYBawei1 KOMnaHI-1H 1-1 ee uraucu Ha ycnex. 3aTeM, HCnOJlb3Yfl 3TOTlKe CJlaHA, aasepunrre npe3eHTaL\HIO npuauBOM K AeHCTBHflM

69

Macrep-unacc

NQ3

nPE3EHTALU1f1 nEPE,& nOTEHUHAJ1bHbIMH

nOKYnATEJlflMH

cnM1A

COAEP>KAHHE

I{OMMEHTAPHH lloxa aYAHTOpHfI Ha}"1aeT cllaCiA, Bbl 06bflCHfieTe, ljeM aaHI1MaeTCfI saura KOMnaHI1f1 (Hanpl1Mep: "Mbl npOAaeM no», "Mbl npOAaeM 060PYAOBaHHe», "Mbl umona», "Mbl - L\epKOBb», "Mbl aall.\Hll.\aeM oKpymalOll.\YIO cpeny-), flepexoaare cpasy KAellY!
YAOCTOBepbTeCb, -rro Bbl onacuaaere TY nOTpe6HOCTb, «oropas auryansaa HMeHHO AJlfl saurero noaynarens

Ha3BaHI1e

Ha3BaHHe KOMnaHHH; BaWH HMfI H AOlllKHOCTb; KOHTaKTHafi HHcj>OpMaL\HfI

np06neMa

OnHWHTe nOTpe6HOCTb noxynarena, KOTOpylO Bbl YAOBneTBopfieTe

PeWeHl1e

06bflCHHTe, KaK I1MeHHO Bbl YAOBlleTBopfieTe 3TY nOTpe6HOCTb

nOAP06HbiM TeXHHljeCKHM 06bflCHeHI1f1M 3AeCb He MeCTO. it1allOlKl1Te cavy CYTb peweHHfI np0611eMbl

noaa60TbTeCb 0 TOM, ljT06bl aYAI1TOpl1f1 ljeTKO YflCHI111a,-rro Bbl nponaere H aaljeM 11M 3TO HaAO

3TO saui uiaac ynoMflHYTb HaaBaHHfI KOMnaHHCi, yme nouynaouiax saui npOAYKT HllH yCllYry. ECJlH cpeAH HHX ecrs oc060 L\eHHble "KoablpH», TO ll}"1we A06aBbTe euie OAHH cllaCiA - "HaWH KllHeHTbl» - H pacCKalKHTe 0 HHX TaM

TeXHOnOrl1f1

OnHWHTe TeXHOllorHIO, MarHljeCKOe sense HllH BOllwe6HYIO cj>OPMYllY,

cocraenmoun-e cesper
ycnexa saurero npoAYKTa HllH yCllyrH Ha 3TOM erane, ecna ecrs BoaMOlKHOCTb, nepeCiAHTe K HamflAHOCiAeMOHCTpaL\HH saurero npOAYKTa HllH YCllyrH

YeM MeHbwe TeKCTa H 6011bwe AHarpaMM, cxea, rpacj>HKOB Ha 3TOM cllaCiAe, - TeM ll}"1we. Ocj>HL\HallbHble AOKYMeHTbl H 06beKTHBHble nosaaarenscrea KOHL\enL\HCi npHAYTCfI 3AeCb OljeHb KCTaTH

AeMOHCTpa1.\11f1 rosapa

OAHa YAaljHafi AeMOHcrpaL\HfI CTOHTruesljH CJlaCiAOB

70

Kate npe3ellm06amb
BblflCHI1Te aapasee, KaKI1MI1 113npOAYKTOB 111111 ycnyr KOHKypeHTOB nonsayerca saui nOTeHlIl1a11bHbli-1 nosynarens. rlocrapaarecs TaKme BblflCHI1Tb, KaKl1e np0611eMbl B03HI1KalOT y Hero B CBfl311 C 3TI1M. OAHaKO HI1KOrAa He cneayer npl1Hl1maTb KOHKypeHTOB. Knl1eHTbl XOTflT ycnuurars, 4eM XOpOWI1 Bbl, a He 4eM nnoxa BaWI1 KOHKypeHTbl

KOHKYpeHTHblH auanaa

n011Hbli-1 0630p KOHKypeHTHoi-1 cpenu, nYCTb 11yYwe OH 6YAeT 11311I1WHe nOAP06HbIM, 4eM HeAOCTaT04HbiM

llpenocraesre

YnpaBneH'IeCKall KOMaHAa

Onl1WI1Te Kll104eBbiX I1rpOKOB aauieti ynpas11eH4ecKoi-1 KOMaHAbl, COBeTa Al1peKTOpOB 11KOHCY11bTaTI1BHoro cosera, a TaKme BaWI1X rnasaux I1HBeCTOpOB 3aBepWI1Te npesesralIl1lO npl13blBOM K Aei-1CTBl1flM - npeAllOml1Te np06HYlO YCTaHOBKY 111111 nepl10A np06Hoi-1 3KcnnyaTalll111

l.\e11b - ycnouonrs noreuuaansuoro noKynaTe11fl, KOTOPbli-1pl1CKyeT, npaoeperas TOBap y CTapTan-KOMnaHI1I1

nPE3EHTAUHfi nEPEA nOTEHUHAJ1bHbIMH nAPTHEPAMH


CJlAHA COAEP>KAHHE KOMMEHTAPHH
nOKa aYAI1Topl1fl 113Y4aeT c11ai-1A, Bbl 06bflCHfleTe, 4eM 3aHI1MaeTCfl sauia KOMnaHl1fl (HanpI1Mep: «Mbl npOAaeM no», «Mbl npoaaea 060pYAoBaHl1e», «Mbl - WK011a», «Mbl - uepuoas», «Mbl sauia~aeM oKpymalO~ylO cpeny-), nepeXOAI1Te cpasy K Ae11Y! YAocToBepbTecb, 4TO Baw nOTeHlIl1anbHbli-1 napraep B Hdcroauiee BpeMfl npoaaer, 111111 crpeMHTCfl nponasars, rosap TOMy me nouynaremo, 4TO 11Bbl

Ha3BaHI1e

Ha3BaHI1e KOMnaHI1I1; BaWI1 I1Mfl 11 A011mHOCTb; KOHTaKTHafl I1Hcj>OPMalll1fl

npo6neMa

Onl1WI1Te norpeeuocrs nosynarens, KOTOPYIO Bbl YAoB11erBopflere

71

MaCTep-KJ1aCC

NQ3

PeWeHHe

OnHWI.ne, KaK Bbl YAOBJleTBOpfleTe 3TY nOTpe6HOCTb nosynarena H KaK 06beAHHeHHblMH YCHJlHflMH Bbl MomH 6bl A06HTbCfl JlY4WHX pe3YJlbTaTOB

lleJlb - y6eAHTb nOTeH4Hansaoro napraepa, 'ITO 2 + 2 MOlKeT paeasrscs 5

napraepCTBa

MOAeJlb

06bflcHHTe, KaK 6YAeT ocyuiecrBJlflTbCfl napraepcrao: KTO, 'ITO, xoma, KaK H n04eMY 6YAeT nenars

3TOT cJlaHA AOJllKeH YCHJlHBaTb nOJlOlKHTeJlbHblH 3cj>cj>eKTOT npeaanyuiero, nOA4epKHaas npHBJleKaTeJlbHOCTb H nepCneKTHBHOCTb BaweH COBMeCTHOH AeflTeJlbHOCTH LJeM MeHbwe TeKCTa H 60JlbWe AHarpaMM, cxeu, rpacj>HKOB Ha 3TOM CJlaHAe, - TeM JlY4we. lleJlb - y6eAHTb nOTeH4HaJlbaoro naprnepa, 'ITO Y eac ecrs He4TO ocoeeuuoe KaK H B CJlY4ae C nosynarensMH, OAHa YAa4Hafl AeMOHCTpa4Hfl CTOHTTblCfl4H CJlaHAOB

Ceaper
ycnexa

OnHWHTe TeXHOJlOrHIO, MarH4eCKoe sense HJlH BOJlwe6HYIO cj>OPMYJlY, cocraanaouiae cesper ycnexa saurero npOAYKTa HflH yCJlyrH

AeMOHCTpa4HII rosapa

Ha 3TOM MeCTe, eCJlH ecrs B03MOlKHOCTb, nepeHAHTe K HamflAHOH AeMOHCTpa4HH saurero npOAYKTa HJlH yCJlyrH 3TOT cJlaHA - on4HOHaJlbHbIH. fJlaBHblH apryaear npOTHB Hero: He CTOHTHHcj>OpMHpOBaTb nOTeH4HaJlbHOro napruepa 0 TOM, 'ITO ecrs KOMnaHHH, 60JlbWe BaweH nO,QXOAflll\He eMY Aflfl COBMeCTHOH AeflTeJlbHOCTH OnHwHTe KflI04eBbiX HrpOKOB BaweH ynpaBJleH4eCKOH KOMaHAbl, COBeTa AHpeKTOpOB H KOHCYJlbTaTHBHOro COBeTa, a rarese BaWHX rnaasux HHBeCTOpOB

KOHKypeHI.\HII

YnpaBJleH'1eCKall KOMaHAa

lleJlb - ycnoKoHTb no-

reuuaansuoro naprsepa,
PHCKYIOll\ero COTpYAHH'IaTb CO CTapTan-KOMnaHHeH

CJleAYlOl1.IHe

uiara

Sasepunrre npe3eHTa4HIO npa3blBOM K AeHCTBHflM - npennonorre np06HYIO YCTaHOBKY HJlH nepHOA np06HOH 3KCnJlyaTa4HH

72

Kale npe3eHmo6amb

20 MHH}'T
06hlqHO BCTpeqM co YJIO)KMThOI rrpMqMHhl.

aa =rac, ornraxo Bhl P;OJDKHhl 6hlTh rOTOBhI npeaenrarmeri B p;Bap;u;aTh MMHyr. Ha TO ecrs zme Bo-nepnsrx, xaca y sac MO)KeT He OKa3aThOI - B CJIyqae eCJIM
rrmumpyroTOI csoeii

rrpep;hlp;YJD;aJI

npesenrauxs
BpeMJ!

3anIHeTOi. rrpe3eHTaU;J1IO ee aa rmamiars P;OJDKHO rrJIaHMpOBaThOi MMHyr, CJIaiip;hl a OCTaBIllMeOi pa3rOBopaMM C

BO-BTOPhlX, COM. BhI

na

sana3TO

MO)KeTe

rrpOBeCTM

COpOK

ynenrrn,
AeJIO

06CJ)K,D;eHMIO, MJIM )Ke rrepeMe)KaTh Ho HM rrpM KaKOM rrJIaHMpOBaHMM

name.

BaM He yp;aCTC.H rrpoKpyrMTh

aa qac COpOK II.HTh CJIaiip;OB TO, qTO rrpe3eHTau;ID.I rrpOIllJIa p;YMaeTe:

a eCJIM M yp;aCTC.H, 3TO 6yp;eT a6COJIIOTHO 6eCrrJIOp;HO.

oaaaxars
He K HaM,

JIMlllh

Bsr,

BepO.HTHO,

«Hy,
3TO HO ~

3TO raii OHM

otipamaerca

a KO

BC.HKoii qepHM, CJIaMP;OB M

6hlP;JIY M qMy.

P;OJDKHhI YKJIap;hlBaThC.H He Mhl, C

B zrecsrrs

naannarr, MMHyr, noaaropcxofi, nepenonori M


,Il,a HeT, .H 06paIIJ;aIOCh

HMKaK

naureii npopsranori,
paBHO, qTO BhI rrpoxosmo-

YHMKaJIhHOii

TeXHOJIOrMeii». MHe see

MMeHHO

K BaM.

nacre:

C06aqMii

KOPM,

BeqHyro

)KM3Hh,

HaHOqaCTMU;hI,

OrrTMqeCKMe

nearsr MJIM JIeKapCTBO M nsannarr, MMHyr -

OT paKa, M HM

na nee rrpo cexyanoii 60JIhllle.

see y sac

p;eC.HTh CJIaiip;OB

30-~ Kernb
3Ta JIeii, AMT recs: CKopee BOT

TeKCTa
M3HaqaJIhHO rrepep; rrpep;Ha3HaqaJIaCh P;JI.H rrpep;rrpMHMMaTeHO OHa

peKOMeHp;au;ID.I BhICTyrraIOIIJ;MX P;JI.H JII060ii JII060ii scero,

BeHqypHhIMM

KarrMTaJIMCTaMM,

nozrxo-

rrpe3eHTaIJ;MM BeHqypHhlii

C MCrrOJIh30BaHMeM

rrpoeKTopa. Kpax

3ap;yMaiiP;OTKOMOB, BMp;MT. B03-

KarrMTaJIMCT, II.HThlii

nepezccsnnci
nrpxdrra:

~e

pa3MeH.HJI

p;eC.HTOK M He oveas pacqeTa

XOPOIllO

aenrroxofi

3MrrMpMqeCKMii M3 MHBeCTopOB

MeTop;

pa3p;eJIMTe

pacT CTaplllero

na

p;Ba M rrOJIyqMTe

OrrTMMaJIhHhlii

xerns,

ynpA>KHEHHE
Y,£:\amne Vl3 saureti npesesrauaa sees TeKCT, Hane4aTaHHbll1 KerneM Menb4e 14-ro. To, 4TO OCTanOCb, - 3TO see, 4TO CMO}f{eT paacopars sawa aY,£:\VlTopVlfl. A
xaer, eCJIM cephe3Ho qTO TeKCT MCrrOJIh30BaHMe qepecqyp CJIMIllKOM MeJIKOrO K~hlii

utpndrra
cJIaiip;

03Ha-

na cnaiizre

nonpofiea.

p;OJDKeH

73

MaCTep-KJlaCC

NQ3
Te3J1CaJ1 HeCKOJIbKJ1Xrr)'HKTOB, 3TOT Te3J1Crrop;Kpe-

COCT05lTb J13 onnoro rrJ15lIO IIJ;J1X.

CJIaiip;bI H)')KHbI P;J15I pJ1eHTJ1pOBaHJ15I, He P;J15I TeHJ15I. OHJ1 P;OJDKO a q HbI HarJ15lp;HO pacnncpponsraarr, re, J1 rrOp;qepKJ1BaTb TO, qTO Bhl rOBOpJ1Te CJIJ1rnKOM nonpofiasoi YCTHO. ,lJ,eJIOB TOM, qTO MHOrJ1e JIIOP;J1 qJ1TaIOT 6hlCTpee, qeM BbI rOBOpJ1rr03TOMY, eCJIJ1Bhl pa3MeCTJ1Te na cnaiinax TeKCT, Barna ayp;J1TOpJ151 6yp;eT qJ1TaTb C orrepe)KeHJ1eM J1 He CTaHeT nac CJIyrnaTb.

nOArOTOBb TE nJlOLUAAKY
ECJIJ1 Bhl rrpJ1rnJIJ1 BeCTJ1rrpe3eHTan;J1IO, a B sane He OKa3anOCb rrpoeKTOpa 3TO Barna BJ1Ha. ECJIJ1rrpoeKTOp ecrs, HO OH HeCOBMeCTJ1MC BarnJ1M 3TO Barna BJ1Ha. ECJIJ1 na Cepep;J1He sanrero nasma BbICryrrJIeHJ15I 3TO 3TO Barna BJ1Ha. ECJIJ1, HaqJ1Ha5I rrpe3eHTaBCKJIOKOqeHHhlM JI3rrTOrrOM -

B sane rreperopeJIa Barna BJ1Ha. IloCJIe

n;J1IO, BbI Mep;JIJ1Te, BhlrJ15lp;J1Tenecofipamrsna,

Heyp;aqHOrO CTapTa pea6J1JIJ1TJ1pOBaTbC5I6yp;eT rrpaKTJ1qeCKJ1 rrpJ1p;J1Te rropaHbrne J1 nonroroasre ce6e

HeB03MO)KH0, TaK qTO JIyqrne narrrona C aarpyscennosi

rrJIOIIJ;a.D;Ky ;J15I P BbICTyrrJIeHJ15I.IlpJ1HecJ1Te CBoii rrpoeKTOp. IlpJ1HecJ1Te p;Ba na HJ1Xnpeaerrramreri. IlpJ1HecJ1Te USB-cpJIernKy OTK3)K)'TC5I paoorars. C KOrrJ1ei1: rpe3eHTan;J1J1.IlpJ1HecJ1Te paCrreqaTKJ1 rrpe3eHTan;J1J1na CJIyqaii, r eCJIJ1HaQHeTC5IarrOKanJ1rrCJ1C J1see npntiopsr Ilpe3eHTan;J1IO CJIep;yeT HaQJ1HaTb CO CJIOB: • «CKOJIbKO saurero yrrorpefinart, J1M. BpeMeHJ1 51MOry 3aH51Tb?»3TOT BOrrpOC noxassrJ1 He CTaHeTe 3JIO-

saer, qTO Bhl n;eHJ1Te BpeM51 BarnJ1X cnynrareneri

• «KaKJ1e TpJ1 cpaKTa 0 Hac BbI 6bI XOTeJIJ1Y3HaTb B rrepByro o-repens?» (3TO Bhl BbI51CHJ1JIJ1 3apaHee, HO HeJIJ1rnHe 6yp;eT yrOQHJ1Tb eIIJ;e pas.) • «EcJIJ1 Bhl He B03pa)KaeTe, cnaxana Moeii rrpe3eHTan;J1J1B PowerPoint, BOrrpOCbI. Op;HaKO He crecnairrecs eTC5I». MbI 6bICTpeHbKO rrpoiip;eMOI rro

a 3aTeM 51rOTOB BhlCJIyrnaTb nanm rrepe6J1BaTb MeH51,eCJIJ1 norpeoy-

74

Kate npe3ellm06amb
ECJU1 BbI TaK XOPOllIO TeJIeM cosnanaror rrO,ll;rOTOBMJIM rrJIOID;a,ll;K}', qTO O)KM,ll;amrn TO Bhl X03.HMH rrOJIO)KeHJ1.H. CJIyrna-

C BallIMMM,

rOBOPl1Tb AO/l>KEH KTO-TO OAl1H


Mnorne
KYIIaTeJIM MM H)')KHO pariory. rrpe,ll;rrpMHMMaTeJIM M rrapTHephl rrOqeMY-TO y6e)K,ll;eHbI, qTO MHBeCTopbI, rroXOT.HT COTpY,ll;HMqaTb qTO? C KOJIJIeKTMBOM, rrpaBMJIbHO, na rr03TOMY

rrpO,ll;eMOHCTpMpOBaTb

KOJIJIeKTMBHYJO BCTpeqy ,ll;0JI)K-

CJIe,ll;Y.H rrO,ll;06HOM qeTBepO-II.HTepO pOJIb

JIOrMKe,

OHM CqMTaJOT, qTO

HbI rrpMMTM ChlrpaTb pafioraer 3TO

COTPY,ll;HMKOB KOMrraHMM qT06hl

M Ka)K,ll;hlM ,ll;OJI)KeH KaK CJIa)KeHHO

KaKYJO-TO

B rrpe3eHTaQMM,

noxaaars,

MX KOMaH,ll;a.
qepTOBCKM BepHa.H JIOrMKa B CJIyqae POJIM eCJIM BbI CTaBMTe llIKOJIbBce pO,ll;MTeJIM, csoe M 6paT-

HbIM CrreKTaKJIb. 6a6yrnKM sano.

Bce

,ll;eTM rrOJIyqaJOT rrOJIyqaJOT )KM3Hb

CO CJIOBaMM.

M ,ll;e,ll;yrnKM

B03MO)KHOCTb rrpeKpaCHa.

c¢oTorpaqlJ1pOBaTb paBeHCTBO

HMKTO

He 06J1)KeH, -

CB060,ll;a,

CTBO. Ho Ha

rrpe3eHTaQM.H rrpe3eHTaQMM OCTaJIbHbIe

He llIKOJIbHhlM TeKCTa

CrreKTaKJIb. reH,ll;MpeKTOp Moryr rrpe,ll;-

80%

,ll;OJI)KeH rrpoM3HoCMTb (MaKcMMYM K cdiepe rrsoe)

KOMrraHMM. CTaBMTb a TaK)Ke

qJIeHbI

KOMaH,ll;bI

onna-naa
narr,

cnaiina,

rrpMHa,ll;JIe)KaID;Me OTBeT,

MX KOMrreTeHQMM,
KaKMe-JIM60 yrOq-

paaaepnyrsni O,ll;HaKO

eCJIM B03HMKHyr

H.HJOID;Me BorrpocbI. OCHOBHYJO =racr's BaTbC.H no peKTopa. "Y:acTo qJIeHbI rex

eCJIM reH,ll;MpeKTOp caMOCTO.HTeJIbHO, JIM60

He cnocofien

rrpOBeCTM

rrpe3eHTaQMM noxa

OH ,ll;OJI)KeH TpeHMpoH~HO CMeHMTb renrm-

rrop,

He HayqMTC.H.

KOMaH,ll;hl

rrhlTaJOTC.H «BbIpyqMTb» C qeM-TO

reH,ll;MpeKTOpa, MM.

xoma

aY,ll;MTOpJ1.H Bhlpa)KaeT rrpMMep • .IJ:OrryCTMM,

HeCOrJIaCMe KTO-TO

M3 cxaaamroro BhlCKa3bIBaeTC.H

TIpMBe,ll;Y MHO-

M3 CJIyrnaTeJIeM

rrpOTMB

roypOBHeBOM

CMCTeMhl pacrrpe,ll;eJIeHJ1.H KOMaH,ll;bI,

rrpM rrpO,ll;a)Ke rrp0,ll;YKQMM. M3 6JIarMX nan

B OTBeT nofiyxcTeM, qTO

O,ll;MH M3 qJIeHOB

,ll;eMCTBY.H MCKJIJOqMTeJIbHO

,ll;eHMM, 3a.HBJI.HeT: «.IJ:YMaJO, Bhl rrpaBhl. HaM CJIe,ll;YeT rrpO,ll;aBaTb TIJIOXOM JIeHJ1.H, He sanrero MaH,ll;bI. TOBap

JI

ztaano

pa3MbIllIJI.HJO

rrOKYIIaTeJIJO

Harrp.HMYJO». He rM6KOCTb MhlllI-

xozt,

TaKMM

06pa30M HOBbIM

Bhl ,ll;eMOHCTpMpYeTe M,ll;e.HM M

OTKPbITOCTb

He YHMBepCaJIbHOCTb HeCJIa)KeHHOCTb

Ka)K,ll;OrO KO-

COTpY,ll;HMKa.

BbI

,ll;eMOHCTpMpyeTe cMTyaQMM

pa60TbI

Orae-rars

B rrO,ll;06HOM

,ll;OJI)KeH reH,ll;MpeKTOp,

M ertmr-

75

Macrep-xnacc

NQ3

CTBeHHO npaBJ1JIbHbIM OTBeTOM 6y,ll;eT: «BbI nO,ll;HJIJIJ1 J1HTepeCHbIH BOnpOc. MbI MO)KeM 06CY,ll;J1Tb3TO C BaMJ1 nonpotinee».

nOACTErHlt1TE
K:DK,lJ;bIHC npeaetrrarmeri, 3aH TOQHhlH

<l>AHTA3lt1tO
npe,ll;npJ1HJ1MaTeJIb npJ1XO,ll;J1T Garage B

6YKBaJIbHO K:DK,lJ;hlH -

BKJIlOQaIOlIleH TpJ1 J1JIJ1 QeThlpe CJIaH,II;a,na KOTOPbIX YKapa3Mep ero phlHKa. 06hlQHO 3TJ1 CJIaH,II;bICO,ll;ep)KaT IIJ1Ta-

(!)

ry

J13 OTQeTOB KaKOH-HJ16Y,ll;b J13BeCTHOHKOHCaJITJ1HrOBOH <pJ1PMbI BpOAe IDG J1JIJ1 Yankee Group, He,ll;BYCMhlCJIeHHOYTBep)K,ll;aIOlIlyro, QTO

Gartner,

pa3Mep «phlHKa TIO

,ll;mI pa3Be,ll;eHJ1JIKpeBeTOK cocrasrrr

50

MJ1JIJIJ1ap,ll;OB

,ll;OJIJIapOB»B CJIe,ll;yrolIlJ1e QeTblpe rona. "lITo ofirnero y scex nO,ll;06HbIX CJIaH,II;OB?

• K:DK,lJ;OMYphlHKJ npOpOqaT ,ll;OJIJIapOB. • TIporH03 scerna cocraanaerca

pa3Mep KaK MJ1HJ1MYMB

50

MJ1JIJIJ1ap,ll;OB

aa 6mDKaHUlJ1e nporH03

4-5

JIeT. 3TO nocra-

TOqHO 6JIJ13KJ1HrOpJ130HT, qT06hl HO, J1,ll;OCTaTOqHO,ll;aJIeKJ1H,qT06hl

BblrmI,II;eJI npanztonortofi-

OH 6bIJI He,ll;OKa3yeMbIM. npe,ll;npJ1HJ1MaTemI, 3HaQJ1MhlMJ1. He Be-

• HJ1KTO B nOMelIleHJ1J1, BKJIlOqa51 castoro

PJ1T B 3TJ1 IIJ1<PPhl J1He CQJ1TaeTJ1Xoc06eHHO

3Ta

np06JIeMa

J1MeeT zrsa perneHJ1JI.

Tlepaoe -

aasars

50

MJ1JIJIJ1AO

ap,ll;OB J1 CHJ1MaTb JIYKOByro rnenyxy «peaJIbHO phlHKa,

,11;0 'rex nop,

noxa pa3Mep

He nofieperecs

nocrynnoro

pbIHKa»

(P.IJ:P). P.IJ:P -

nOTeHIIJ1aJIbHOrO

aa KOTOPbIH Bhl ,ll;eHCTBJ1TeJIbHO MO)KeTe npeTeH,II;OBaTb, a He CYM-

Ma scex, ,11;0 nOCJIe,ll;HeH KOneHKJ1, zrener; KOTophle TpaTJITCJI B c<pepe, CBR3aHHOH C BarnJ1M npO,ll;YKTOM J1JIJ1 YCJIyrOH.

Hanpasrep,

P,IJ,P aosoro

cyum-fiapa

3TO He

50

MJ1JIJIJ1ap,ll;OB ,ll;OJIJIa-

POB, KOTophle eacerozmo

TpaTJIT aMepJ1KaHIIbI,

06e,ll;aIOIIlJ1e B peCTOpaHax.

J.1 He 5 MJ1JIJIJ1ap,ll;OB, KOTopble


3TO JIOMeTPOB OT npe,ll;nOJIaraeMOro TIpeJ1MYIIlecTBo sroro

TpaTJITCJI JII06J1TemIMJ1 3THJ1QeCKOHKYXHM. JInOHcKyIO KYXHIO B pa,ll;HYce

1 MJ1JIJIJ10H,KOTOPhlH TpaTJ1TCJIaa
nonxona

80

KM-

MeCTOnOJIO)KeHJ1JI saurero

cyum-fiapa. BbI ,ll;eMOH-

B TOM, QTO TaKJ1M 06pa30M phlHKa

CTpJ1pYeTe anexsarnoe BJ1,11;eHJ1e 'roro,

nOHJ1MaHJ1e crPYKTyphl

J1 peaJIJ1CTJ1QHOe

na KaKJ1e cerscerrrsr

Bhl MO)KeTe npeTeH,II;OBaTb. 3TO o6ecne-

76

'IMT BaM p;OBepMe ayp;MTopMM P;O KOHu;a rrpe3eHTaU;J1J1, a yrBep)K)J;a5I, qTO Balli PblHOK COCTaBJUIeT 50 MJ1JlJlJ1app;OBp;OJIJIapOB, BbI p;o6beTecb npOTJ1BOrrOJIOIKHOrO3cpcpeKTa. rrp5lMO

Bropoe

perneHJ1e -

60JIee CMeJIOe: 3a6yp;bTe rrpo MapKeTJ1HrOBble J1CcpaHTa3J1IOayp;J1TOpJ1J1. TO p;eJIaeTC5ITaK: BbI 3

CJIep;OBaHJ15I rroncrernrrre J1

npep;JIaraeTe rrpop;YKT J1JIJ1 YCJIyry, HaCTOJIbKO OqeBJ1p;HOBOCTpe6oBaHHbIe, 'ITO CJIyrnaTeJIJ1 Moryr CaMJ1 rrp0J13BeCTJ1 nee paCqeTbI B yMe. Dop;o6Hblii MeTOP;paooraer He BO scex CJIyqa51X,rrOCKOJIbKY He see PbIHKJ1 CTOJIb oxeBJ1P;HbI;HO B 'rex CJIyqa51X, xorna BeCbMa MO~HbIM. BOT rrpJ1Mep rrpJ1MeHeHJ15Iaroro OH

paooraer, xrerona,

ero p;eiiCTBJ1e MO)KeT 6bITb

,n:orrycTJ1M, BbI C03P;aJIJ1 rrporrOMep)KJ1BaIO~J1X qTO qepe3 3TJ1

,LIYKT,KOTOPbIii TeCTJ1pyeT 6e30rracHocTb BBOP;TeKCTa rrOCeTJ1TeAAMJ1. Barn nOAA anorra

nefi-cafiroa,

rrpo,!l;JKT rapaHTJ1pyeT,

aa

CaMT He rrpOHJ1KHyr XaKepbI.

KaK B TaKOM CJIyqae

paooraer

cpaHTa3J151:

• DOqTJ1 JII060ii Be6-caMT rrpep;yCMaTpJ1BaeTB03MO)KHOCTbnsona TeKCTa.

• Beti-cafiron

o=rem, MHoro. B3JIOMaIOT xaKepbI.

• J1I06a51 KOMrraHJ15I 60J1TC5I, qTO ee cafir

• MHOrJ1e KOMrraHJ1J13axOT5IT KYITJ1Tb3TOT rrp0P;YKT.

Dop;o6Ha5I

neno-nca

MbICJIeii

B rOJIOBe CJIyrnaTeAA

cpafioraer

xyna

MOIu;Hee, qeM U;J1TaTbIJ13MapKeTJ1HrOBOro J1CCJIep;OBaHJ15I, p;OKa3bIBaIO~J1e, 'ITO pa3Mep pblHKa P;AAsanrero 3a~J1THoro DO COCTaBJ1T «50 MJ1JIJIJ1app;OB OH ~e J1MeJI

,LIOJIJIapOB 6JIJ1)KaiirnJ1e qeTblpe rona», B

rrOTOMY qTO ceronna

C'IaCTbe BHJ1MaTb qeTbIpeM rrpe3eHTaU;J15IMC TOqHO TaKJ1MJ1 )Ke rrpOrH03aMJ1 M U;McppaMJ1. cpep;J1 HJ1X6bIJIJ1 rrpe3eHTaU;J1J1 M 6ecrrpoBop;HbIX na, DO
p;JI5I pa3Bep;eHJ15IKpeBeToK,

TOqeK p;ocryqJ1rrOB.

HaHOqaCTJ1U; J1rparprrsecxrcc

AEP}fU1TE YPOBEHb
06eIu;aIO, 3TO PaCCMOTpJ1MTpJ1 xrerorta

1000 <J>YTOB HAJJ. 3EMJlE~


Bep;eHJ15IOrH5I

rrepBa5I J1 rrOCJIep;H5I5IBOeHHa5I aHaJIOrJ15l B 3TOii KHJ1re.

aa

rrOpa)KeHJ1e:

• 8-18 LANCER.

CTpaTerJ1qeCKJ1ii 60M6app;J1pOB~J1K rrpopbIBaTb

P;AA Me)KKOHTJ1coBpeMeHHble

HeHTaJIbHbIX MJ1cCJ1ii, cnocofinsni

caxure

77

MaCTep-KJlaCC

NQ3 Moacer
rrO,n;HJ1MaThOI aa BhICOry no 30 000 <pyrOB

CJ1creMhI 060pOHhI.
(OKOJIO 9000

MerpoB)

Hap; 3eMJIeii. CTOJ1T 200 MJ1JIJIJ10HOB,n;OJIJIapoB. BMC CIlIA,

• «MOPCKHE KOTHKH». CrreIIHa3


rrpoBe,n;eHJUI cnenonepanmi J1 nafimonarr,

npezmaaaasennsrsi

zrna TIo-

C MOP51 J1 aa TeppJ1TOpJ1J1 Bpara. BpeMeHJ1.

3BOJUleT J1CrrOJIh30BaTh HeTpap;J1IIJ10HHhle

MeTo,n;hI Be,n;eHJ15I BoiiHhl

sa rrpOTJ1BHJ1KOM B pe)l(J1Me peaJIhHOrO 3TOT CaMOJIeT 6hIJI rrOMep)l(KJ1 xrerpoe) paapafioraa cnocotinocrs

• A-10 WARTHOG.
J1 rrpOqeH. COTe 1000

,n;JUI Herrocpe,n;JIeTaTh na nsr-

CTBeHHoii aBJ1aIIJ10HHoii

soficx, OH rrpocT B ycrporicrse


Hap; 3eMJIeii. CTOJ1T 13 MJ1JI-

Ero rJIaBHOe ,n;OCTOJ1HCTBO <pyrOB (OKOJIO 300

JIJ10HOB ,n;OJIJIapoB. ECJIJ1 6hl rrpe3eHTaIIJ1J1 6hlJIJ1 Op~J1eM, 6hI 6oM6ap,n;J1pOBIIIJ1KaMJ1 HaM pap;~Hhle B-1 B Lancer peeT TIpe3eHTaIIJ15I-6oM6ap,n;J1pOBIIIJ1K KapTJ1HhI xpacoxaosi CTBOM TepMJ1HOB Bpo,n;e TO 60JIhIlIJ1HCTBO J13 HJ1X6hIJIJ1 OHa pJ1cyer

J1 OTp5l,n;aMJ1 «MOPCKl1X KOTJ1KOB». BhlCOKO B 06JIaKax. rrapTHepCKoe rrpe3eHTaIIJ1IO J1 MHO)l(e-

aHJ1MaIIJ1eii B PowerPoint

crparerrr-recxafi,

B3aJ1Mo,n;eiicTBJ1e, J1 3arraTeHTOBaH-

KOMMepQeCKJ1ii COI03, rrpeJ1MYIIIeCTBO rrepBorrpoxo,n;IIeB Ha5I TeXHOJIOrJ15l. KaK rrpaBJ1JIO, nonotiayro 06JIap;aTeJIh IIJ1IOHJ1X

nocsinaer B 60ii

MBA

B 06JIaCTJ1 <pJ1HaHCOB J1JIJ1KOHCaJITJ1Hra. MaHh5lKl1, «rJ1KJ1» J1 J1H)1(eHephI rrOChIJIaIOT rrpe3eHTaJ1 J13b5lCH5IIOTOIa66peBJ1aTYPaMJ1, HJ1KOMY,KpoMe 6J1Ta J1 pa,D;hl 06'hl1CHJ1Th Bee 3TO BaM. peeT CJIJ1IlIKOM BhICOKO CJIYIIIaTe-

Koxmsrorepmae
HIOaHChl csoeii

OTPM «MOPCKJ1XKOTJ1KOB». HJ1 06b5lCH5IIOT CJIyIlIaTeJUlM TOHQaH:IlIJ1e O pa3pa60TKl1

CaMJ1X, He rrOH51THhIMJ1.OQeBJ1,n;HO, QTO TaKJ1e JIIO,n;J1 3HaIOT CBOIOTeXHOTIpe3eHTaIIJ15I-6oM6ap,n;J1pOBIIIJ1K

JIOrJ1IO HaJ13ycrh no nocnezraero JIJ1 XOT5IT 3HaTh KOHKpeTHhle QeMY OHO 6y,n;eT ycrreIlIHhlM, BorrpOChl. 6J1ThI na 6aiiThl.

BeIIIJ1: QeM 3aHJ1MaeTC5I rrpe,n;rrpJ151TJ1e J1 noa 06IIIJ1e rpOMKJ1e CJIOBa He OTBeQaIOT aa


3TV!

TIpe3eHTaIIJ15I-CrreIIHa3

rrOJI3eT CJIJ1IlIKOM HJ13KO, BJ1,ll;51 TOJIhKO rrpe3eHTaIIJ1J1 He B 1 (30 000 <py(1000 <pyJ1JIV!

CaMa5I rrpaBJ1JIhHa5I aHaJIorJ15l

,ll;JUI

TOB) J1 He «MOpCKl1e KOTJ1Kl1»(0 <pyrOB), a CaMOJIer A-I 0 Warthog CJIO)I(HhlM ycrpoiicraoxr,

TOB). KaK J1 CaM CaMOJIer, TaKa5I rrpe3eHTaIIJ15I He OTJIJ1QaerC5I xpacorori rrOJIH5Ier J1 TaKTJ1QeCKl1e 3ap;aQJ1.

3aTO OQeHh 3<p<peKTJ1BHa:JIerJ1T Hap; 3eMJIeii, HO Bhl-

78

Kat,
Be,n;5I rrpe3eHTalJ;JlIO, TaK Bhl ,n;ep)J(J1Te ypoBeHh

npe3eHmo6amb

1000

<PYTOB nazi soarryxa,

3eMJIeM. J1 He na

J1 He B 06JIaKaX,

cpe,n;J1 pa3pe)J(eHHoro

3eMJIe, C HO)J(OM B ayfiax. BaIllY

,n:OCTaTO'IHa5I

,n;eTaJIhHOCTh C soanyxa

,n;eMOHCTpJ1pyeT BaillY ,n;aJIh-

cnocofiaocrr,

HaHeCTJ1 y,n;ap,

a 0630p

HOBJ1,n;HOCTh.

MOJlll~TE, 3An~CbIBA~TE, CYMM~PY~TE, nEPEBAP~BA~TE ~ BblnOJlH5I~TE


Cyuecmeyem
Komopble He cmauoesmcs KpaUHe MaAO .lt1OdeU, 20Pa3dO UHmepeCHee, K02da 3aKpblea1Om pom.
M3PJ1 JIaypJ1

KaK-TO pa3 51rrpJ1cyTCTBOBaJI

aa rrpe3eHTall,J1J1,

KOTOP)'lO rrpOBo,n;J1JIJ1 rene,n;JI5Ionnoro

PaJIhHhIM J1 J1CrrOJIHJ1TeJIhHhIM ,n;J1peKTOpa CTapTarr-KOMrraHJ1J1 BeH'IypHoro

KarrJ1TaJIJ1CTa. CrrYCT5I HeCKOJIhKO ,n;HeM rrOCJIe rrpe3eHTall,J1J1 KarrJ1TaJIJ1CTOM.

JI BCTpeTJ1JIC5I C TeM BeH'IypHhIM

Msr

Ha'IaJIJ1 06C)')1<,D;aTh J1 BOT nee, rOBOpJ1JI, CaM-TO

MeHe,Ll;)J(MeHT (c 60JIhIllOM 'ITO OH CKa3aJI:

6YKBhl M)

TOM cTapTarr-KOMrraHJ1J1, O'IeHh MHoro

«JI

3aMeTJ1JI, 'ITO reH,n;J1peKTOp

a J1CrrOJIHJ1TeJIhHhlM ace CJ1,n;eJIJ1 ,n;eJIaJI rrOMeTKJ1. qeTKJ1M M~J1K. reH,n;J1peKTOp HJ1 CJIOBa He 3arrJ1CaJI».

JI ~

He rrOMHIO, ,n;eMCTBJ1TeJIhHOJIJ1 TO, 'ITO rOBOpJ1JI MOM KOJIJIera na CTOJ1JIO KOHCrreKTJ1pOBaHJ15I, HO cyTh He B 3TOM. (rae

TOM rrpe3eHTall,J1J1,

Cyrs
,n;a)J(e

B TOM, 'ITO rrOMaJIKJ1Ba5I J1 3arrJ1ChlBa5I BO BpeM51 rrpe3eHTall,J1J1 MeJIh'IaMIllJ1e pafiarsrsaere ,n;eMCTBJ15Irrp0J13BO,D;5lT CJ1JIhHeMIllee ce6e ,n;orrOJIHJ1TeJIhHhIe O'IKJ1 -

Brre'IaTJIeHJ1e),

Bhl aa'ITO

TaK KaK rroxaatasaere,

IIPJ1CJIyrnJ1BaeTeCh rOBOpJ1T aa sac

K MHeHJ1IO ay,n;J1TOpJ1J1. BJ13YaJIhHhIM aKT 3arrJ1ChIBaHJ15I

cnenyiomee:

• JI

C'IJ1TaIO nac yMHhIM 'IeJIOBeKOM.

• BhI rOBOpJ1Te He'ITO, 'ITO CTOJ1Taarnrca'rs.

• JI roTOB J1 pa,n; yqJ1ThC5I. • JI ,n;06pOCOBeCTeH. 79

TaIOKe

B KOHIJ,e BCTpeqJ1 qT06bl

CTOJ1T CYMMJ1pOBaTb qTO Bbl

J1 BOCrrp0J13BeCTJ1

BCe

YCJIbIIIIaHHOe,

yp;OCTOBepJ1TbCSI, BbIrJISlp;eTb,

BCe rrOIDIJIJ1

rrpaBJ1JIbHO.

EIIJ,e BblJ1rpblIIIHee

Bbl 6yp;eTe

eCJIJ1 B

'rexearre

P;IDI BbIrrOJIHJ1Te rrpep;OCTa-

BCe 06eIIJ,aHJ1SI, p;aHHbIe BJ1Te p;OrrOJIHJ1TeJIbHyro

BO BpeMS!

rrpe3eHTaIJ,J1J1, -

HarrpJ1Mep,

J1H<pOpMaIJ,J1IO.

HAlIHII1TE C 1I111CTOrO JlIl1CTA


JIIOP;J1, KaK rrpaBJ1JIO, HeOXOTHO rrpJ1HJ1MaIOT oTcTyrrJIeHJ1e HaJIOrOB peMOHT 3TOT COBeT, HO rr03BOJIbTe BaM MHe

caaxarra

cnenarr,

KpaTKOe J13-3a

J1 paCCKa3aTb J1MrrOpT,

0 <pJ1JIJ1rrrrJ1HOrpaHJ1QeHJ1M rrorryJISlpHee,

CKJ1X aBTOM06J1JIS1x.

aa

ToprOBbIX ropa3p;0

J1 HJ13KOM CTOJ1MOCTJ1 Tpyp;a QeM rroKyrrKa TaKJ1M HOBbIX. 06pa30M, MaIIIJ1Hbl

MaIIIJ1H

TaM

rrepep;eJIblBaIOT

J1 JIaTaIOT

P;O 6eCKOHeQHOnera-

CTJ1, BCTaBJUUI 3arrQaCTJ1 OT p;pyrJ1X JIJ1.

aBTOM06J1JIeM OT IIIeBpOJIe -

J1JIJ1car-ronem.asre 06blQHOe

Hanpxsrep,
K

,[()KJ1rr C p;BJ1raTeJIeM

3peJIJ1IIJ,e na

<PJ1JIJ1rrrrJ1Hax. CO)KaJIeHJ1IO, BbIrJISlp;eTb, MHOrJ1e rrpe3eHTaIJ,J1J1

=r=

HeKOTopoe

BpeMS!

HaQJ1rro

HaIOT

KaK 3TJ1

casrsre

aBTOM06J1JIJ1. BJIap;eJIbIJ,bI

OHJ1

KOHCTPYHpyroTCSI

onpeneneunori

MOp;eJIJ1, HO 3aTeM 06~eHJ1SI

HaQJ1HaIOT

pep;aKTJ1pOBaTb

J1X rrOCJIe Ka)K,[(OrO

B COOTBeTCTBJ1J1 C rrOCJIep;HJ1MJ1 Borrpo-

CaMJ1 J1 3aMeQaHJ1.S1MJ1. 3TOT rrpaBKJ1, rrpOIJ,eCC P;JIJ1TC.SIHep;eJISlMJ1, J1 aarrnarsr Ka)K,[(a.SI BCTpeQa BHOCJ1T HOBbIe

p;06aBJIeHJ1SI

J1 B pe3YJIbTaTe

OT rrpe3eHTaIJ,J1J1 rrpo-

CTO HJ1QerO He OCTaeTC.SI: OHa OCBeIIJ,aeT ace CMblClI Tep.SleTC.SI. TaKOBa:

B03MO)KHble

'rextsr,

HO 06IIJ,l1M

Mos peKOMeHp;aIJ,J1SI
re TeKCT BaIIIeM J1 HarrJ1IIIJ1Te y nac 6yp;eT see

rrOCJIe rrpJ1MepHO

p;eC.SITJ1 BCTpeQ BbIKJ1HbHOBblM <paMJI onearra»

rrpe3eHTaIJ,J1J1 B MyCOpHyro C QJ1CTOrO JIJ1CTa -

KOp3J1Hy. C03p;aMTe BMeCTe

rorna

«JIOcKyrHoro

BepCJ1SI

2.0,

OTpa)KaIOIIJ,a.SI caMyro

CyTb sanrero

BblcTyrrJIeHJ1SI.

H EYCTAH HO TPEH 111 PY~TECb


KOJIJ1QeCTBO rrepeXOp;J1T B KaQeCTBO. 60p;Hee B HeM OpJ1eHTJ1pyeTecb, qeM JIyqIIIe Bbl rrOMHJ1Te TeKCT J1 CBOTeM 3<p<peKTJ1BHee CTaHOB.SITC.SI BaIIIJ1 rrpe-

80

Ka1C

npe3eHm06amb

3eHTaU;J1J1. HeT

HJ1KaKJ1X peu;errTOB,

KaK CKOpee ,n;OCTJ1qb MaKCJ1MaJIbHO:i1 rrpOCTO H}')KHO BbIcryrraTb KaK

paCKperrOru;eHHOCTJ1 MO)KHO qaru;e. ,n:Ba,D;u;aTb lliITb 06peTeHJeUI -

B BbICTyrrJIeHJeUlX, -

rrpJ1MepHO

CTOJIbKO

asicrynnenmi

.rpeoyerca

,n;JUI

YBepeHHOCTJ1

60JIbIIIJ1HCTBY

JIIo,n;e:i1. TIpJ1qeM

3TO He 065I3aB xa-

TeJIbHO ,n;OJDKHbI 6bITb rrpe3eHTaU;J1J1 rrepe,n; uerreaofi secrse CJIymaTeJIe:i1

ay,n;J1TOpJ1e:i1 -

rro,n;o:i1,n;yr J1 BaIIIJ1 coyqpe,n;J1TeJIJ1,

J1 nozr-maemnae,

J1 po,n;CTBeHHJ1KJ1, J1 ,n;PY3b5I, J1 ztaxce

cofiaxa,
YCTaHOBKY «He BO BpeM5I y,n;apJ1Tb JIJ1U;OM TO TpeHJ1pOBOK,

Bo

BpeM5I

rrpe3eHTaU;J1J1

3a6y,n;bTe

B rp5I3b».

ECJIJ1 BbI rrapIIIJ1BO

BbICTyrraJIJ1

J1 rrpe3eHTaU;J15I BbI:i1,n;eTrrapIIIJ1Bo:i1,

TaK 'ITO rrpOCTO nponorosasire qeM 3a6oJIeTb

TpeHJ1-

pOBaTbC5I. ECJIJ1 J1 ecrs ssrasarr, ero y ,n;pyrJ1X.

'ITO-TO xyxce,

TJ1HHJ1TYCOM, TO 3TO

YnpA}l{HEH~E
3anHWHTe peneTHlJ,HIO CBoeH npeseurauaa Ha BH,lIeo. ECllH, npocaarpasas sanacs, Bbl He HcnblTblBaeTe 4YBCTBa HellOBKOCTH - 3Ha4HT, Bbl rorosu aucrynars nepea uenesoa aY,lIHTOpHeH.

P. S. KAK PA50TATb B POWERPOINT


Eueaem, "tmo liOJK 060pa"tueaemol Tloxssoeamscx
CTJ1BeH KJ1Hr

co ecru .JlpOcmb10

npomue coticmeenuoeo JKe X03.JlUlia. liOJKOM cxedyem C60.itbutOUa7C1cypamliocmb1O,

nouns, «mo eMY ecepaeliO, 1(020 pe3amb.


B rrpe,n;J1CJIOBJ1J1 K C60pHJ1Ky «HOqHa5I CMeHa»*

PowerPoint

IIIBe:i1u;apCKJ1:i1 CKJIa,D;HO:i1 HO)l( rrpe,n;rrpJ1HJ1MaTeJUI.

OH 6bIJI

3a,n;yMaH KaK J1HCTpYMeHT, HO rrpeBpaTJ1JIC5I B CaMOu;eJIb, J1 B 60JIbIIIJ1HCTBe CJIyqaeB JIJ1IIIb C03,n;aeT rrOMeXJ1 B ,n;OHeCeHJ1J1no CJIymaTeJUI CMbICJIa rrpe3eHraU;J1J1. TIoKa BbI He rrOpe3aJIJ1Cb co6CTBeHHbIM HO)l(OM,

asrcrrynrafire

MOJ1

COBeTbI rro J1CrrOJIb30BaHJ1IO PowerPoint

KaK cpe,n;CTBa ,n;OCTJ1)I(eHJ15I ;eJIJ1. u

Tlepeeon

MOH. -

E. K

81

MaCTep-KJ1aCC

NQ3
<pOH

• l1CnOllb3YHTE TEMHblH <l>OH.TeMHhIii


M OCHOBaTeJIbHOCTb.

oaaaxaer

Cepbe3HOCTb

oeJIhIii

MJIM

CBeTJIbIii

<pOH BbIrJrn,n;MT zrenreao, na 6eJIbIii 3KpaH B re-teBbI

rrO-,n;MJIeTaHTCKM.

Kpoxre
-

TOrO,

CMOTpeTb

HMe COpOKa IUITM MMH)'T

yroMMTeJIbHO

,n;JUIrnaa, Ilo,n;YMaiiTe:
IllJIM

KOr,n;a-HM6y,n;b BM,n;eJIM, qT06bI TOM rro 6eJIOMY <pOHy?

TMTpbI B KMHO

qepHbIM

IllpM<p-

• nOMECTl1TE BAW
rrpe3eHTa~IDI -

nororan

HA WA6110HHYIO CTPAHl1uY. Jbo6<U1


rrOBbICMTb Y3HaBaeMOCTb 6peH,n;a, cnaiina,

3TO erne M mane JIOrOTMrr

TaK qTO rrOMeCTMTe sam


M 'rorzta

aa

Illa6JIOHHJIO

CTpaHM~y

OH 6y,n;eT rr05lBJUlTbOI

na K~OM

M3 CJIaii,n;OB.

• l1CnOllb3YHTE 06bl~HblE WPl1<l>Tbl6E3 3ACE~EK.Ilpe3eHTa~IDI


He MeCTO ,n;eMOHCTpMpOBaTb, KOJIJIeK~IDI IllpM<pThI, IllPM<pTOB. qTO y nac CaMa5I 60JIbIlla51 J1crrOJIb3yMTe

B MMpe

caxrsre

pacrrpOCTpaHeHHhIe rrpM,n;eTC5I rrpOBO-

rrOTOMY qTO O,n;H~bI

BaM, B03MO)KHO,

,n;MTb rrpe3eHTa~MIO

na KOMrrblOTepe,

rne KOJIJIeK~IDI IllPM<pTOB 6y,n;cr 'roro, MCrrOJIb3yMTe IllpMcp-

HeCKOJIbKO OTJIMqaTbC5I OT aanrefi. TbI 6e3 aacexex,

Kpoxre
Arial-

rrOCKOJIbKy OHM rrYCTb M He TaK KpaCMBbI, HO ropa3,n;o BhI6MpaiiTe He rrpOMaJCHeTeCb.

60JIee y,n;o60QMTaeMhI.

• AHl1Ml1PYHTE HE CllAHAbl, A CBOE TEllO. B PowerPoint rrpe,n;ycMoTpeHo casnne 60 cnocofion aHMMMpOBaTb TeKCT M rpa<pMKy. J13 HMX 59 - COBepIlleHHO JIMIllHMe. Maorne rrpe,n;rrpMHMMaTeJIM MCrrOJIb3YlOT aHMM~MIO BHyrPM CJIaii,n;OB M B rrepexo,n;ax He~eJIM cnenaer Me)l{)l.y HMMM C ~eJIbIO KaK-TO O)l(MBMTb CBOIO rrpe3eHTa~MIO. QTO MCrrOJIb30BaHMe 3<p<peKTa «rnaurxn» 3<p<peKTMBHee? 3<p<peKTaMM. BhI rrpaB,n;a ,n;YMacre, BaillY rrpe3eHT~MIO cnen-

Tlocnymasirecs
rrepe,n;aTb

Moero

COBeTa: He YBJIeKaiiTeCb M 3Hry3Ma3M,

l.ho6bI

3KcrrpeCCMIO

MCrrOJIbJ13

3yMTe He Power Point, o<popMJIeHIDI

a coficraennoe

TeJIO. B o6~eM,

yfieprrre

ace, QTO BbI ,n;06aBMJIM «,n;JUIrrpMKOJIa».

• l1CnOllb3YHTE 6Ylllll1Tbi.
JIMTbI He MCrrOJIb3JIOT. ,n;JIMHHhIe KyCKH CrrJIOIllHOrO
6MTb

OOJIbIllMHCTBO BbIBOMT na

npenrrpnmoaarenen MOHMTOP

6YJI-

OHM

M 3aQMThIBaIOT

TeKCTa. TaK nenars C rJIaBHOii

HeJIb351. JIyqIlle

PaJ-

TeKCT

aa

KopOTKMe

a63a~bI

MbICJIblO B 3arOJIOBKe.

Ho

yqTMTe:

He CJIe,n;yeT BbIBO,n;MTb HX na MOHMTOP see o,n;HOBpeMeHHO,

82

Ka'K npe3ellm06amb
KaK ,n;eJIaIOT re HeMHOrJ1e rrpe,n;rrpJ1HJ1MaTeJIJ1, JIyqrne qTO BCe)Ke rrOJIb3yroT-

01 6YJIJIJ1TaMJ1. 3TO KJIJ1K, 6yJIJIJ1T 6yJIJIJ1T

TO)Ke 01llJ16Ka.

BhlBO,n;J1Tb J1X rro Oqepe,n;J1:

1,

06'b.HCHeHJ1e; 3TO

KJIJ1K, 6yJIJIJ1T e,n;J1HCTBeHHhl:i1

2,

06'b.HCHeHJ1e; xorna

KJIJ1K, CJIe,n;yeT rrpo-

3,

06'b.HCHeHJ1e.

cJIyqa:i1,

J1CrrOJIb30BaTb cr0:i13<p<peKT

aHJ1MaU;J1IO, J1 .H peKoMeH,D;YJO «B03HJ1KHOBeHJ1e».

rrpJ1MeHJ1Tb

sztecr.

• l1CnOllb3Y~TE
mrraerecs JIJ160 rryraHo

TOllbKO OAl1H YPOBEHb 3AmllOBKOB.


CrrJ1CKOB CJIJ1rnKOM

J;1crrOJIb30BbI JIJ160

BaHJ1e MHoroypOBHeBbIX BrrJ1XHyrb

oaaasaer

O,n;HO J13 ,n;Byx:

MHoro

J1H<p0pMaU;J1J1 B O,n;J1H cJIa:i1,n;, KaKyroK TOMY

MbICJIJ1Te.

Ka::>K,D;bI:i1 cJIa:i1,n; ,n;OJI)KeH coooruars O<pOpMJIeHHyro 6YJIJIJ1TaMJ1. TO crPOJ1Tb

TO oznry

MbICJIb,

,n;II.H qeTKOCTJ1

)Ke eCJIJ1 Bhl C06JIIO,n;aeTe KOHCTPYKU;J1J1, B JII060M

rrpaBJ1JIO cnysae,

« 10/20/30»,

CJIO)KHble

3aTpy,n;HJ1TeJIbHO.

• BCTABllfl~TE Al1ArPAMMbl 11rPM> 11Kl1. Jly-nne


CrrJIOrnHOrO rrOJIb3yMTe TeKCTa, HO erne JIyqrne rpa<pJ1K ,n;J1arpaMMhl, QT06hl 06'b.HCHJ1Tb, QT06hl noxaaars KaK

6yJIJIJ1T,

qeM

KYCOK Mc6J13-

J1JIJ1,n;J1arpaMMa. patioraer Barn

nee,

MCrrOJIb3yMTe

rpa<pJ1KJ1,

TeH,n;eHU;J1J1 J1 ,n;J1HaOQepe,n;J1, KJIJ1KOM,

MJ1KY. M

ace 3TJ1 06'beKTbI

BbIBo,n;J1Te na CJIa:i1,n;rro

KaK J1 6YJIJIJ1TbI.

• AE/1A~TE CllA~Abl, npl1mAHbIEA11f1 PACnELJATKl1. 3TO


CTOPO)KHOCTJ1, CB.H3aHHaJI C J1CrrOJIb30BaHJ1eM HaCJIaJ1BaIOTC.H ,n;pyr HO 6y,n;eT 3aMeTHO CJIa:i1,n;bI 6y,n;yr ,n;J1arpaMM

=r= rrpe,n;oJ1 rpa<pJ1KOB.

Haorna
rrp06JIeM

3TJ1 06'beKThl

aa

MOHJ1TOpe, QTO sanm

aa ,n;pyra, QTO He asrasmaer aa 6YMare, rr03ToMY ynoJ1 B rreQaTHOM BJ1,n;e.

cToBepbTecb,

QJ1TaeMhl

lIHBO
B: KaK caenars npeaearauaio 3anOMIiIHaIOUleHCH? 0: TIp06JIeMa He B TOM, QTO 60JIbrnJ1HCTBO
K)'YMe MHOrJ1e J13 HJ1X, paCrrJ1CbIBaIOIu;J1e TeXHOJIOrJ1:i1, pblHKa B rraTeHTOBaHHhlX TaHHblX aecr.xsa npeaerrranrci CKyqHbI.

B na-

rrpeJ1MyIu;eCTBa

rrepBorrpoxo,n;u;eB, J1 rrcnsr-

50 MJ1JIJIJ1ap,n;OB ,n;OJIJIapOB
reHJ1eB, MOrJIJ1 6bI

KOMaH,n; BbICOKOMOTJ1BJ1pOBaHHhlX YBJIeKaTeJIbHbIMJ1.

rrOKa3aTbC.H

83

Macrep-xnacc TIp06JIeMa

NQ3 B TOM, qTO 60JIbIIIJ1HcrBO rrpe3eHT~J1M 3ByqaT COBepIIIeHHO

OP;J1HaKOBO,rrOTOM)' qTO Bee OHJ1 roBOP5lT 06 OP;HOMJ1 TOM )Ke. "Y:T06bI ssmeJIJ1TbOl J13 06~eM MaCCbI, p;mTe KOpOTK)'IO (10 CJIaMp;OB,20 MJ1HYT) rrpe3eHTa~J1IO C 3axBaThlBaIO~J1M pacCKa30M 0 TOM, KaK BbI peIIIaeTe KOHKpeTH}'JO rrpo6JIeM)', - J1 BaC 3arrOMH.HT.TIOTOM)' qTO TaKJ1Xrrpe3eHT~J1M - MeHee 1 %. "Y:T06bI cnenars rrpe3eHTa~J1IO 3arrOMJ1HaIO~eMC5I, rrpep;cTaBbTe ce6e,
OP;HO-

qTO BaIIIJ1 CJIyrnaTeJIJ1 rrpJ1IIIJIJ1 rrOCJIe p;OJIroro paooxero ro rrocKopee

P;H.H,COCT05lBIIIe-

ro J13 cK}"IHeMIIIJ1X BCTpeq; OHJ1 3aCbII1aIOT aa xoP;y J1 XOT5IT JIJ1IIIb J1 BbI P:OJl)KHhl 6hlTb rOTOBbI K 3TOMy.

nonacrs p;OMOM. B 60JIbIIIJ1HCTBe CJIyqaeB TaK OHO J1 ecrs,

B:

C11eAYeT 1111sapaaee pa30CJIaTb

CJIywaTe11f1M TeKCT Moei1

npeseurauaa?

0: HeT. TeKcT XOpOIIIeM rrpe3eHTa~J1J1 06bIqHO rrpep;CTaBJI.HeT C060M pa3p03HeHHbIe <pparMeHTbI (KpyrrHbIM IIIPJ1<pTOM!), TaK qTO ap;peCaTbI, CKOpee YCTHOM pacBCerO, HJ1qerO B HeM He rroMMyr 6e3 BaIIIeM 3axBaTbIBaIO~eM IIIJ1<pPOBKJ1. B: C11eAYeT nl1 pasaan, 11M pacnexanor B Ha"lane BCTpe"ll1? 0: 51 6hl He CTaJI. M051 TeOpJ1.H: B 3TOM CJIyqae JIIOP;J16yp;yr qJ1TaTb C orrepe)KeHJ1eM, rrOTOMY qTO OHJ1 qJ1TaIOT 6bICTpee, CTOPOHbI, 6e3 paCrreqaTOK utero qeM Bhl rOBOpJ1Te.

C p;pyrOM

J1M 6yp;eT Tpyp;Hee nenars

rrOMeTKJ1 rro xorry sapa3p:aTb paCrreqaTBrrepep;.

paCCKa3a. TaK qTO aJIbTepHaTJ1BHa.H CTpaTerJ1.H -

KJ1 B aaxane BCTpeqJ1, HO rrOrrpOCJ1Tb JIIOp;eM He aafierarr,

PEKOM EHAYEMA5I 11'-1TEPATYPA


Borden

R Public speaking -

as listeners

like it! New York: Harper

& Brothers,

1935 (Bopnen P. TIy6JIJ1QHOe BbIcryrrneHJ1e, KOTopoe rrOHpaBJ1TOI ayp;J1TOpJ1J1). TaIOKe peKoMeH,!l;JeTOI K Macrep-KJIaccy NQ9 «KaK C03p;aTb 6peHp;»; 3Ta KHJ1ra P;aBHO BbIIIIJIa J13 nesarn, HO 51Pa3P;06bID 3K3eMI1JI.Hp aa Amawn.com. Piattelli-Palmarini minds. HJ1eM). HeJ136e)KHhle M. Inevitable Wiley illusions: & Sons, how mistakes of reason rule our M.

New York: John

1994

(TIJ1aTTeJIJIJ1-TIaJIMapJ1HJ1

J1JIJII03J1J1: KaK OIIIJ16KJ1 pa3YMa yrrpaBJI.HIOT HaIIIJ1M nosene-

84

MACTEP-KJlACC NQ4

KaK uanacars
6lt13HeC-nJlaH
BC.JIXUU pa3, 20m06.flCb K 6um6e, .fl y6eJKda.;r,C.fl 6 mOM, «mo

ruanu

6ecnO;te31ibt,

1iO nAa1iUp06a1iUe LI:yaHT

1ie06XodUMO. 3H3eHxaY3p

,a3BJ1P;

KOPOTKO

Ipaane.
OH,

K
Ho,

ax rJIaOIT

KeJIbTCKJ1e MJ1<pbI, cyru;eCTBOBaJIJ1 BryCbI

nexorna

MarJ1qeCKJ1e

CO-

CYP;bI, «yP;OBJIeTBOpRBlIlJ1e

J1 rroTpe6HOCTJ1

scex,

KTO eJI J1 rrJ1JI 0 CBRTOM

J13 HJ1X». 3TJ1 MJ1<pbI rrpJ1BeJIJ1 K B03HJ1KHOBeHJ1IO COBpeMeHHbIH rro 3KBJ1BaJIeHT CBRToro

nerennsr

Ipaana ncex

6J13HeC-rrJIaH. (J1HBeCTOpOB, p;J1peK-

J1p;ee, TO)l(e p;OJI)l(eH

yp;OBJIeTBOpRTb J1 OKa3bIBaTb

TOPOB, yspenrrreneri Ka)I(,!l;OrO, KTO BryCJ1T

J1 MeHe,!l;)l(epOB) J13 Hero, -

MarJ1qeCKOe

BJIJ1.HHJ1e na

B qaCTHOCTJ1, rrpoeKT. -

Bbl3b1BaTb

HerrpeOp;OJIJ1MOe

)J(eJIaHJ1e BbIIIJ1CaTb KaK

xex

J1JIJ1YTBepp;J1Tb

J1 CBRToH

Ipaans,

6J13HeC-rrJIaH

06'beKT

B 3HaQJ1TeJIbHOH anecs co

crerremr

MJ1<pJ1QecKJ1H J1 Hep;OC.HraeMbIH. HO 6J13HeC-rrJIaH

DOJIblIlJ1HCTBO

3KcrrepToB npaxrrr-recxori 06bIQHO

MHOH He cornaorrca,

He J1MeeT oc060H

nonsCTPORT

3b1 P;JI.H CTapTarr-KOMrraHJ1J1, ero na npennorrcosearcrx, qTo xecxoe aaeumero xacaerca

rrOCKOJIbry

rrpep;rrpJ1HJ1MaTeJIJ1 HeJ13BeCTHblX

rnnoreaax

J1 rrpoQJ1x

BeJIJ1QJ1Hax.

BHYTpeHHero

rrpep;rrpJ1HJ1MaTeJIbCTBa, BeCbMa CTapTarra orpaHJ1QeHO. JIyqlIlJ1M

TO J1 TYT rrpaKTJ1LI:JI.H JII060ro PYKOBOP;CTBOM CJ1CTeMa rro

rrpJ1MeHeHJ1e

6J13HeC-rrJIaHa -

J1JIJ1 BHJTpeHHero

e)J(ep;HeBHOMY paCQeTbI, TeM

<PYHKIIJ10HJ1pOBaHJ1IO

KOMrraHJ1J1 6yp;eT

BP3

(BeXJ1,

3ap;aQJ1), 0 KOTOPOH He MeHee MHOrJ1e

R paCCKa3b1BaJI J1HBeCTOpbl,

B MaCTep-KJIaCce HaH.HTbIe

N21.
COTPYP;HJ1KJ1, CrreIIJ1aJIJ1CTbI,

Hep;aBHO

rrOTeHIIJ1aJIbHbIe

QJIeHbI

COBeTa p;J1peKTOpOB

J1 BHYTpeHHJ1e

85

MaCTep-KJlaCC

NQ4
peIIIeHJ1J!, HaCTaMBaIOT ,Il,aJIhIIIe.

rrpMHMMaIOru;Me

aa HarrMCaHMM
TIJIIOC

6M3HeC-rrJIaHa B caMOM

M 6e3

aero

OTKa3hIBaIOTOI

,Il,BMraThOI

K TOMY, nonsaa:

rrpo~ec-

ce HarrMCaHJ1J! 6M3HeC-rrJIaHa KOMaH,Il,Y, 3aCTaBJUUI ee coofima rrMIIIMTe Hero, 6M3HeC-rrJIaH na CmITOM -

ecrs

orrpe,Il,eJIeHHaJI

OH 06'he,Il,MIDIeT TaK qTO

O¢OpMJUlTh

CBOM HaMepeHJ1J!. -

aana

XOpOIIIMM

6M3HeC-rrJIaH,

HO He CMOTpMTe ycrrexa

KaK

Ipaans.

KOMrraHMM

,Il,OCTMraIOT

6JIaro,Il,apJI

rpaMOTHOMY

BOrrJIoru;eHMIO

rrJIaHOB,

a He rpaMOTHhIM

nnanaxr.

'-1CXO.D.'-1TE nPAB'-1JlbHbIX nOCblJlOB '-13


KaK HM rrapa,Il,OKCaJIhHO 3TO 3ByqMT, HO ,Il,JUI 60JIhIIIMHCTBa O,Il,MH M3 HaMMeHee rrpe,Il,rrpMHMMaB<DKHhlX ¢aKToTeJIeM 6M3HeC-rrJIaH POB B ,Il,06hlBaHMM KaK ,Il,OKYMeHT

xamrrana,
CKJIOIDIeTC5I CTaHeT K rrOJIOIKMTeJIhHOMY ,Il,OrrOJIHMTeJIhHhIM raxoro peIIIeHMIO, apryMeHToM TO XOaa; HO

• ECJIM MHBeCTOp POIIIMM He nnan

6M3HeC-rrJIaH caM rro ce6e

rrpMqMHa

peIIIeHJ1J!. peIIIeHMIO, CJIyqae ensa JIJ1

• ECJIM MHBeCTOp 6M3HeC-rrJIaH CKopee scero,

CKJIOIDIeTC5I ero

K OTpM~aTeJIhHOMY

CMO)l(eT

nepeytieznrrs,

3TOM

MHBeCTOp,

,Il,<DKeHe CTaHeT xrrrarr,

3TOT

nnaa

,Il,O KOH~a.

CO)l(aJIeHMIO,

aaasasre

rrpe,Il,rrpMHMMaTeJIM Bocropr

rrOJIaraIOT,

qTO 6M3HeC-IIJIaH C HeMe,!l,1IeH-

cnocooea

BhI3BaTh Y MHBecropa

M 6JIaroroBeMHhIM

Tperrcr

HOM npocsooic

«CK<DKJ1Te MHe, rroJKaJIYiicra, He Bpe,Il,HO. TIpaBMJIhHaJI ,Il,OJDKHa 6hITh TaKOM:

KY,Il,a rrepeqMCJIMTh M peaJIMCTMqHaJI

zreasrn».
MOTMBa~J1JI

1.lTo )1(, MeqTaTh

,Il,JUI HarrMCaHJ1J! rrnana

• Ha

cnezryromesi -

CTa)J,MM C06JIa3HeHJ1J! MHBeCTOp Mrphl rrorrpOCMT

MHBeCTopa rroxaaars

CTa)J,MM ayp:MTa 6M3HeC-rrJIaH. HarOTOBe. paoorarr, coCJIa-

KOMrraHMM TaKOBhl • CaM o6ru;a. )l(eHHO HMKOB,

sac

eMY

rrpaBMJIa

6M3HeC-rrJIaH nnana

,Il,OJI)l(eH 6hITh KOMaH,Il,Y

rrpo~ecc

HarrMCaHJ1J! ero

3aCTaBJUleT rr03BOJIMT

fpaMOTHoe

rrpOBe,Il,eHMe KOJIJIeKTMB.

C03,Il,aTh CMJIhHhIM,

pa60TaIOru;MM C KOTOPhIMM

B03MO)l(HO,

M BhI51BMTh COTPYp:-

BhI pariorars TaK)l(e

He XOTMTe. naer KOMaHp:e B03MO)I(HOCTh pacTI

• Tlponecc
CMOTpeTh

HarrMCaHJ1J! nnana BorrpOChI, KOTophle

OHa yrrYCTMJIa

M3 BM,Il,Y MJIM

aaaxeaae

86

Kate nanucam»
KOTOPbIX IIpHYMeHbIllHJIa THKY 06clI}')KHBaHIDI B IIepBoM 3M<j>OpHH -

6u3HeC-n.llaH
HaIIpHMep, IIOJIH-

KJIHeHTOB. B yqpep;HTeJIbCKOM KOMaHp;e. KTO -

• Haxoaen,
Mor

IIJIaH

Bhl.HBJUIeT IIpopeXH

ECJIH, OKHHYB B3rJUIp;OM O<j>HC,Bhl nomoaaere, 6bI IIpOBeCTH B )KH3Hb

'ITO HeT mrxoro,

KaKOM-TO KJIIO'IeBOM 3JIeMeHT IIJIaHa, He XBaTaeT.

3Ha'IHT,

B KOMaHp;e KorO-TO

Bee

IIOJIYHO'IHble,

pOMaHTH'IeCKHe,

aficrpaxrnsre

Me'ITbI

06

H3MeHe-

HHH MHpa CTaHOB.HTC.H BilOJIHe MaTepHaJIbHhlMH nepeHeCTH HX na 6JMary. Bep;ytQHM KaIIHTaJI TaKHM K ero 06pa30M,

H CIIOPHhlMH,

CTOHT JIHIllb

He TaK Ba)KeH 3TOT p;OKYMeHT,

KaK IIpo~ecc, LleJIH IIpHBJIe'Ib

C03p;aHHIO. ,Ii.a)Ke eCJIH BbI He IIpeCJIe,n;yeTe 6H3HeC-IIJIaH.

see paBHO CTOHT HaIIHcaTb

cnEPBA nPE3EHTYJIlTE, 3ATEM nJ1AHVlPYJIlTE


Maorne
IIpep;IIpHHHMaTeJIH IIhlTaIOTC.H CHa'IaJIa p;OBeCTH P;O COBepIlleHCTBa «3KCTpaKT» CJIaMp;hl P;JUI a IIpe3eHTaCBOM6H3HeC-IIJIaH, npe3eHTa~HH. LlHIO JIHIllb OHH a 3aTeM BbIT.HHyTb H3 Hero C'IHTaIOT 6H3HeC-IIJIaH

OCHOBOM scero,

KOH~eHTpHpOBaHHOM )Ke ace 06CTOHT

BepCHeM sroro POBHO Ha060poT.

BeJIHKOrO p;OKYMeHTa. He IIpe3eHTa~IDI -

peaJIbHOCTH

KBHHT3cceH~IDI BepcIDI

6H3HeC-IIJIaHa, ECJIH Bhl

a XOpOIllHM rpaMoTHo

6H3HeC-IIJIaH

neransnaa TO

IIpe3eHTa~HH.

COCTaBHJIH IIpe3eHTa~HIO, HeBepHO.

H IIJIaH Y sac

BhlMp;eT rpaMOTHbIM.

Ofiparnoe -

TIpaBHJIbHhlM

nOp.Hp;OK p;eMCTBHM TaKOB:

• HaCKOpo

CKOMIIHJIHpyMTe B IIpep;bI,D;}'lQeM ero

'IepHOBHK

IIpe3eHTa~HH

H3

10

CJIaMp;OB,

OIIHcaHHblX • MCilbITaMTe

MaCTep-KJIaCce. H3 BaIIIHK HaCTaBHHKOB, KOJIJIer, pop;-

aa KOM-HH6YP;b

CTBeHHHKOB, 6JIarOp;eTeJIeM* • C06epHTe BCIO BaIllY

H HHBecTopoB.

Tlponenafrre
H

3TO pa3

10.

KOMaH,n;y

B OP;HOM KOMHaTe

paCCKa)KHTe

o CBOHX Ha6JIIOp;eHIDIX • ,IJ,oBep;HTe IIpe3eHTa~HIO • Ha'IHHaMTe IIHcaTb


angel.

H BbIBOP;ax.

P;O yMa.

6H3HeC-IIJIaH.
,[IeJIOBoii: cpe,[le 6hIT)'eT KaK «6113HeC-aHreJI». Ho rrOCKOJIhK)' CJIOBa «6JIa-

Opl1nfHaJIe eure 11

TepMl1H

He YCTOJIJICH, Mhl C rrepeBO,[l'll1KOM

l1CrrOJIh3yeM

B 3TOM 3Ha'leHl1l1

ronerezrs.

«srenenar». -

Ilpuu. ped.

87

MaCTep-KJlaCC

NQ4
K HanMcaHMIO

TIOqeMY 3TO HaMJIyqIIIMM nonxon

nnaaa?

• TIpe3eHTaIJ,J15I B<DKHee 6M3HeC-nJIaHa, HbIX MHBecTopoB TeKCTa.

nOCKOJIbKY OHa onpep;ellileT


M3

p;aJIbHeMIIIYIO 3aMHTepeCOBaHHOCTb MHBeCTopa. MaJIO KTO

onsrr-

aa-raer

C qTeHJ15I 6M3HeC-nJIaHa.

• TIpe3eHTaIJ,MIO npoIIJ,e npaBMTb, nOCKOJIbKY OHa COp;ep)I(MT MeHbIIIe • DM3HeC-nJIaH He npep;nOJIaraeT OTKJIMKa. OTKpOBeHHO rOBOpJI, ero, B03MO)KHO,
M

qMTaTb-TO He 6yp;yr. Ha npe3eHTaIJ,MIO )Ke BbI nOJIyqMTe

HeMep;JIeHHYIO peaKIJ,MIO. • ECJIM nOBe3eT, BaM yp;aCTCJI nOJIyqMTb p;eHbrM npe)K,l1;e, qeM p;eJIO P;OMP;cr P;O HanMCaHJ15I6M3HeC-nJIaHa. (Ho ero pap;M nOJIb3bI casroro nponecca.) JI 6bI see paBHO HanMCaJI

COCPEAOTO'-lbTECb HA PE3tOME
HanOMHIO BOT

10

CJIaMp;OB,KOTopbIe 06JI3aTeJIbHO P;OJl)KHbI npMcyr-

CTBOBaTb B xoponreii

npe3eHTaIJ,MM P;lliI MHBecTopoB:

1. 2. 3.

Ha3BaHMe. TI p06JIeMa. PeIIIeHMe. DM3HeC-MOp;eJIb.

4.
5.

Cexper

ycnexa.
M

6. 7.
8.

MapKeTMHr

npop;a)lCM.

KOHKypeHIJ,J15I. YnpaBJIeHqeCK<UI KOMaHp;a. <PMHaHCOBhlenporH03bI TeK}'llJ,MM craryc,


M M

9.
10.

KJIIOqeBbIe nOKa3aTeJIM.

p;OCTIDKeHJ15I a p;aHHhlM MOMeHT, nnan-rparpnx a

MCnOJIb30BaHMe cpOHp;OB.

3TM)Ke

10

nyHKTOB COCTaBlliIIOT KapKac


P;OJI)KHO

sanrero

6M3HeC-nJIaHa. BMeCaM<UIBa)KH<UI=racrs penraesrori nponpo-

CTOCJIaMp;a «Ha3BaHMe» snecs nnana.

6hlTb pe3IOMe M

Xoponree

pe3IOMe peIIIeHJ15I, OHO

3TO osaroe

xerxoe
M

omrcanne

6JIeMbI, cnocofia p;yKTa J1JIM yrnyrM.

6M3HeC-MOp;eJIM

ceKpcra ycnexa samero

P;OJI)KHO

3aHMMaTh npMMepHo qcrbIpe a63aIJ,a.

88

Kate nanucam s tius nec-ns au


3Ta 6yp;yr maC.HT xacrs 6M3HeC-IIJIaHa HaM60JIee B<DKHa, TaK KaK OHa orrpep;eJUleT, TO aac rrpMnasrar's-

JIM qMTaTb

ace OCTaJIbHble.

ECJIM OHa BbIllIJIa Mrpa

yp;aqHOH,

aa

c06eCep;OBaHMe. Balli

ECJIM HeT qMTaTb

OKOHqeHa,

He ycrreB

CR, M p;aJIbllIe
TaKMM

6M3HeC-rrJIaH M3 scex

HMKTO He 6yp;eT.

06pa30M,

YCMJIMH, qTO Bhl rrOTpaTMTe 3TO -

aa

6M3HeC-rrJIaH, BO BceH

80%

CJIep;yeT BJIO)KMTb B pe3IOMe. sanrero

casrsre

B<DKHbIe

afiaansr

MCTOpMM cyrrrecTBOBaHM.H

rrpep;rrpM.HTM.H.

yn PA>KH EH J.1 E
Pacneuaratire saui 6113Hec-n11aH.
Ha411Hafi C rperseti. nepe411TaHTe OmO}KI1Te B CTOPOHY ace CTpaH114bl, nepsue ABe CTpaHI14bl Bbl3blBalOT 1111 OHI1 Y aac }Ke11aHl1e 411TaTb OCTa11bHOH TeKCT AOKYMeHTa?

KPATKOCTb, npOCTOTA, '-IETKOCTbBbl'-lEPKH~TE BCE /l~WHEE


ITOMMMO HarrMCaHM.H Kpyroro pe3IOMe, BbI MO)KeTe KpaTKMM, nonstcrrrs rrpocTbIM 3<p<peKTMBM qeTKMM: HOCTb 6M3HeC-rrJIaHa B u;eJIOM, Cp;eJIaB ero

• HE m1WHTE 6011bWE 20 CTPAHHLI,.Bsr, BepO.HTHO,


rrpMHU;Mrr OTHOCMTCJ.I KO acexs, KpOMe nac, a~ M peBOJIIOU;MOHHoe rrpaBMJI. qTO ero rrpep;rrpM.HTMe l..JeM KOpOqe orrpep;eJIeHHO nnan,

p;YMaeTe,

qTO 3TOT

aanre-ro

rrpophlBHoe M3

MCKJIIOqeHMe

Onmoaerecs.
rrpoqTyT.

TeM 60JIbllIe

BepO.HTHOCTb,

• nHCATb AOll>KEH KTO-TO OAHH.


KOMaHP;hl, JIOCKyTHbIM BbIpa)KeHHaJ.I Op;e.HJIOM, CllIMThlM

EM3HeC-rrJIaH

3TO MYP;POCTb BceH He p;OJI)KeH Ka3aTbC.H TeKCTa.

OP;HMM rOJIOCOM.

ITJIaH

M3 KYCKOB pa3Hopop;Horo

• CKPEnHTE llHCTbl 06bllfHoA CKPEnKoA.


re C 30JIOTbIM perryraU;MIO rrpocMTb TMCHeHMeM, noxa. TeM HeCOMHeHHO, qTO 60JIee KorrMIO

TOMa

B KO)KaHOM

rreperrJIe-

cosnanyr

BaM perryraU;MIO cKopee scero,

MHBecTopbI, -

6yp;yr

3JIeKTpoHHyro

p;oKYMeHTa

B .doc

MJIM .pdf.

• COKPATHTE Cl>HHAHCOBbIEnllAHbl AO 2 CTPAHHLI,.J.1HBeCTOpaM


pasHO na M BbI He MO)KeTe TOqHO 3HaTb, -

see

CKOJIbKO Bhl rrOTpaTMTe

89

aa KapaHp;alllJ1
30B JIeT. BaIll

Il-M

MeOIIJ; 4-ro

rona.

HaJ160JIee

BCDKHblM J13 rrpOrHO-

aHaJIJ13 p;BIDKeHIDI

p;eHe)KHOM

HaJIJ1qHOcrJ1

aa rrepBbIe

illITb

(Tlonpooaee

06 3TOM CM. B CJIep;yIOIIJ;eM paanene.)

• YIWfU1TE KJlIO~EBbIE nOKA3ATEJU1, TAK~E KAK ~~CllO nOKYnATEllEH, TO~EK npOAA>f{~ TOProBblX nOCPE,lJ,H~KOB. "Y:aCTO 3TJ1 IJ;J1<j>PbI
p;aIOT 60JIee COBble Mep, HIDIM 5.!CHOe rrpep;CTaBJIeHJ1e 0 nnanax MO)KHO KOMrraHJ1J1, qTO yrOP;HO TOBap qeM <j>J1HaHHarrpMxosmarrpOrH03bI.

Tlpomoaaponarr,
ron Fortune

qTO B rrepasni J13 crnrcxa

BbI }')Ke 6yp;eTe

rrpop;aBaTb

250

500.

• np~BE,lJ,~TE PAC~ETbl, HA KOTOPblX OCHOBAHbl BAW~ npOrH03bl.


Bcesr
rrOH5.!THO, B3rJI5.!p;, He qTO BbI Bbl6paJIJ1 TaKYIO IJ;J1<j>py noxona, sam 6J13HeC KOTOPaR, J1 B TO )l(e KOTO-

aa
pblX

sam

BbIrop;HO

xapaKTepJ13yeT

BpeM5.!

BblrJI5.!p;J1T sam

rrJIOp;OM

raJIJIIOIJ;J1HaIJ;J1M. ropa3p;0

Pacxersr, aa

OCHOBaH

rrporH03,

J1H<j>opMaTJ1BHee

J1 aascnee

casaoro

rrporH03a.

YKA}f{~TE 3HA'-I~MbIE U~CbPbl


He nazro P;YMaTb, qTO MHBecTopbI paCKJIap;bIBaIOT 6J13HeC-rrJIaHbI rro CTo.lIY J1 Bbl6J1paIOT, KOMY ornars CBOJ1 p;eHbrJ1, DOJIbIllJ1HCTBO OCHOBbIBa5.!Cb J1CKJIIOqJ1TeJIbHO na 6J13HeC-rrJIaHOB, cxoncrsa, J1JIJ1 norranaromnx qeM na

<j>J1HaHCOBbIX rrporH03ax. crOJI BeHqypHbIX

KarrJ1TaJIJ1CTOB, J1MeIOT 60JIbIlle B

pa3JIJ1qJ1H. P;OJI-

B qaCTHOCTJ1, JIapOB MO)l(eT TeM craBAAIOT BaIllJ1

see OHJ1 rOBOp5.!T 0 rrpop;a)I(ax J1JIJ1

25

50 MJ1JIJIJ10HOB
Excel,

aa 4-M

5-M ron,

JII060M,

KTO YMeeT B TeOpJ1J1.

rrOJIb30BaTbC5.!

JIerKO

P;OCTJ1qb 3TJ1X pe3YJIbTaTOB

He MeHee <j>J1HaHCOBble rrporn03bI, B<DKH}'IO xacn, 6J13HeC-llJIaHa. qr06bI nyqIlle

KOTOPbIX rpeoyror

J1HBecropbI,

CO-

KaK

rrpaBJ1JIO, J1HBecrop

XOqeT BJ1p;eTb 6J13Heca,

rrporH03bI

aa

5 JIeT,

rrOH5.!Tb MaCIllTa6

sanrero

orrpep;enJ1Tb,

CKOJIbKO

neaer aa sac

norpeoyerca,

J1paCCMOTpeTb

rrepcneKTJ1Bhl KaIIJ1TaJIJ1crOB

BaUIeH 6J13HeC-MOp;enJ1. BOT KaK qeTBepO

Bep;yIIJ;J1X Be~HbIX

OrrJ1CbIBaIOT, qTO OHJ1 O)l(J1p;aIOT HaHT:w B <j>J1HaHCOBbIX nnanax,

• XEHA~ POH3EH (MOBIUS VENTURE CAPITAL): «51:


p06HbIM rrOMeC5.!qHbIM rrporH03 060poTa scero

XOqy

BJ1p;eTb nonaa rrepnsni

KarrJ1TaJIa

90

Kate u an
ron, 3aTeM nOKBapTaJIbHhlH -

ucamu 6U31leC-n.ltall
ron J1 3aTeM . noro-

aa

cJIep;yror.u;J1H

P;OBOH qTO MJ1 see

aa

OCHOBe npermonaraeraoii C nOTOJIKa, paCqeTaMJ1

npJ16hlJIbHOCTJ1 HO MHe H}')KHO

.5I

nOHJ1MalO, KaKJ1-

3TJ1 IJ;J1CPPhl B3RThl

3HaTb,

OpJ1eHTJ1pOBOqHhlMJ1 npOrH03J1pYR

PYKOBop;cTByeTcR phlHKa,

npep;npJ1-

HJ1MaTeJIb, J1 CKOJIbKO

06r.u;J1H 06'beM qTo6bI

CBOIO P;OJIIO B HeM

neaer

norpefiyerca,

sroro

P;OCTJ1qb».

• MAHK MOP~~ (SEQUOIA CAPITAL):


He c6bIBaIOTCR, QJ1BaTbCR COCTaBJIeHJ1eM nOJIHOH MOM ztene J1HBeCTOpy CTapTOBoro

«HJ1KaKJ1e

npOrH03bI

see

paBHO

TaK QTO npep;npJ1HJ1MaTeJIJ1

MoryT

p;<DKe He 3aMopaHa ca-

Ta6JIJ1IJ;bI TOQHbIX paCQeTOB. KanJ1TaJIa aa B<DKHO JIJ1Illb KOMnaHJ1IO, acerna

OIJ;eHJ1Tb, QeM oco-

CKOJIbKO npJ1MepHO OHa CMO)l(eT

rtener

nOTpe6YeTCR cetia cassa.

npe)l(,lJ;e

cpJ1HaHCJ1pOBaTb

MbI

ofipamaesr

60e BHJ1MaHJ1e aa nepBbIe QTO, eCJIJ1 KOMnaHJ1JI me. )i(p;eM,

18-24

MeCRIJ;a, J1CXOM J13 npep;nOJIO)l(eHJ1JI, 3TOT nepJ10p;, TO ziam.nre 6yp;eT JIyq-

nepe)KJ1BeT

QTO HaM npep;OCTaBRT (nOKBapTaJIbHhlX -

HeCKOJIbKO XOPOIIIO aa nepBbIe 2 rona

npop;YMaHHhlX ronaxr aa

nporH030B 3-H, 4-H

J1 no

J1 5-H

rortsr)

no

P;OXOP;aM J1 y6bITKaM, HaJIJ1QHOCTJ1».

6aJIaHCOBhlH

OTQeT

J1 nporHo3

p;BJ1)I(eHJ1JI p;eHe)KHOH

• r3P~ W3C1>CI>EP(MORGENTHALER
p;apTHbIH nepJ1op; C B03paCTaHJ1eM KJ1, HanpJ1Mep npaKTJ1Ke, CPOKOB aanexorocrs. TpJ1 rona,

VENTURES):

«I1JITb

JIeT aa

CTaH-

6J13HeC-nJIaHJ1pOBaHJ1JI,

HecMoTpR

nanaroutyio paMHa

DOJIee Y3KJ1e BpeMeHHhle

nOP;oH,!1;yT P;JIJ!

"cupsrx"
aaxars

cTapTanoB.

J1HBeCTOpbI 06hlQHO

O)l(J1p;aIOT YSJ1P;eTb nporHo3 QTo6bI

na CTOJIb-

KO JIeT, CKOJIbKO rpeoyerca TJ1MbIH zioxon. He YCTPOJ1Tb YCTaHOBJ1Tb,

6J13Hecy,

npJ1HOCJ1Tb onzyMO)l(eT BnOJI-

l1 eCJIJ1CpOK
J1HBeCTopa. CKOJIbKO p;eHer

npeBbIIllaeT 6hl

5 JIeT, 3TO roace TaKaJI

flJ1Illb

J1HcpopMaIJ;J1JI nOMOraJIa

nOTpe6YeTCR -

BJIO)l(J1Tb B KOMnaHJ11O P;JIJ! 0 QeM J1HBeCTOpbI

p;OCTJ1)I(eHJ1JI eio scerna

npJ16bIJIbHOCTJ1,

BOT rJIaBHOe,

XOTRT J1MeTb XOTR 6bI npJ16JIJ13J1TeJIbHOe

npep;CTaBJIeHJ1e».

• CT~B A>KAPBETCOH (DRAPER, FISHER, JURVETSON):


nJIaH BKJIIOQaeT CKPOMHhlX cpJ1HaHCOBbIe nporHo3bI, ~e C OQeHb IJ;J1CPP,HO 3aTeM, BbICOT npJ16hlJIJ1. paCQeTbI,

«J1106oH

6J13HeC-

KOTopbIe K TpeTbeMY

HaQJ1HaIOTCR rony, B3MbIBa-

lOT P;O a6CYPp;HbIX MaeM Bcepbe3

MbI,

KaK npaBJ1JIO, ce6e

He BOCnpJ1HJ1nOJIe3eH

nonofiasre

HO CaM no

nporHo3

91

Macrep-xnacc
TeM, qTO

NQ4
p;eMOHCTpJ1pyeT Ho npep;npJ1HJ1MaTeJIhCKJ1M B<DKHee cassoro KOTOPhIX nporH03a OH cnenan OnTJ1MJ13M J1 no-

TeHll,J1aJI pOCTa.

p;<DKe

paCC)')K,D;eHJUI

npep;npJ1HJ1MaTeJUl, MOp;eJIJ1, 06beMe

aa OCHOBe
phlHKa,

BhIBOP;hl 0 6J13HeCpacnpOCTpa-

ll,eHoo6pa30BaHJ1J1, 0 BaJIOBOM npJ16hIJIJ1 p;eHhrJ1

xaaanax

aemor
fJIaBHOe

J1, KaK -

pe3YJIhTaT,

J1 KanJ1TaJIOeMKOCTJ1. KOTophIe p;OCTa-

MhI

XOTJ1M BKJIap;hlBaTh MJ1P, J1 P;JUI

B KOMnaHJ1J1,

CTpeMRTOI TOqHO

J13MeHJ1Th

aa-rana

pa3rOBopa

BnOJIHe

nOJICTpaHJ111,hI qmHaHcoBhIX o6c)')K,D;eHJ1eM

nporH030B

aa

5 JIeT

B COqeTaHJ1M

C Bp;YMqJ1BhIM

KJIIOQeBhIX

<paKToPOB

pa3BJ1TIDI».

n~W~TE
B CBoeM KpJ1CTeHCeH

B.D.YM'-I~BO, .D.E~CTBY~TE CnOHTAHHO


«PelIIeHJ1e np06JIeMhI J1HHOBall,J1M B 6J13Hece» KneMToH J1 MaMKJI

KHJ1re

Peiraop

06bJICIDIIOT CTpaTerJ1J1.

pa3HJ111,y Me)K,l1;)' «B3BelIIeHHOM» TIepBhIM BapJ1aHT nop;pa3YMeBaaa npOlIIep;lIIMe nOJIJ1TJ1KJ1 KOH-

J1 «cnOHTaHHOM»

paspatiorxosi npOll,eCC

er «OCMhICJIeHHhlM» nepJ10p;hI, KYPeHTOB. nJIaHOB OH

rmarensnoro

aHaJIJ13a p;aHHhIX

TeXHOJIOrJ1QeCKOrO P;JUI 3peJIhIX

pa3BJ1TJ1JI J1

oosopa

nOJIe3eH

KOMnaHJ1M

co CT<DKeM p;eJITeJIhHOCTJ1. pe3YJIhTaT BJIJ1.H-

CnOHTaHHaJI

)J(e paspaoorxa

CTpaTerJ1J1, npOJ1CXOMIll,J1X Kpae».

aaofiopor, 3TO

HJ1JI K<DKp;Op;HeBHhIX C06hITJ1M, 3BeHa J1 COTpyp;HJ1KaMJ1 3BOJUlIOIll,J1M6hICTpee HOCTJ1. XOPOlIIO J1

C PYKOBOp;J1TeJUlMJ1 cpep;Hero MeTOp; 60JIee np06JIeMhI 6Yp;ylll,ee rJ16KJ1M, noJ1 B03MO)J(TYMaHHO

«aa

nepep;HeM

pearJ1pOBaTh ero

aa B03HJ1KaIOIll,J1e
TPYP;HO*. OH

J1CnOJIh30BaTh Hap;e)J(HYIO

B CJ1TYaIJ,J1JIX, xorna

paspaoorars
BaM BOT

CTpaTerJ1IO

60JIhlIIe 3peJIhIX

nOp;XOp;J1T P;AA KOMnaHJ1M. CTapTana: 3TOM nn-

CTapTanOB

KaK caMOCTOJITeJIhHhIX, MaJIeHhKJ1M BO ceKpeT

TaK J1 BHyrpJ1

yp;aQHOrO

6J13HeC-nJIaHa HO npJ1

carr,

ero

CJIep;yeT

«B3BelIIeHHOM»

MaHepe,

MhICJIJ1Th

J1 p;eMCTBOBaTh

«cnOHTaHHO». TaK KaK

J1HBecTophI npep;nOQJ1TaIOT 3HaIOIll,J1e,

XOTJIT BJ1p;eTh <PYHp;aMeHTaJIhBKJIap;hIBaTh p;eHhrJ1 B KOMJ1H-

asre

6J13HeC-nJIaHhl,

naHJ1J1, npep;nOJIO)J(J1TeJIhHO BeCTopOB npJ1Hll,J1n «Mhl

QTO p;eJIaIOT. cpearJ1pyeM»

J1 60JIhlIIJ1HCTBO B KaQeCTBe

OnepaTJ1BHO

CTpaTerJ1M

He yp;OBJIeTBOpJ1T.

TIO,[lp06Hee

CM. B KH.: KpHCTeHceH

K.,

PeHHOp

M. Penrenne

rrp06JIeMhI ero

HHHOBaQHH pOCT.TaM HC-

B 6H3Hece:

KaK C03,[1aTh paCT}'lQHH

6H3Hec

H ycrrewHo

rrO,[l,[lep)!(HBaTh

rrOJIh3}'1OTCR TepMHHhI

«KOHTpOJIHpyeMaR»

H <<HeKOHTpOJIHpyeMaR»

[paapaoorxa

CTpaTe-

rHHJ. -

IlpUM. pea.

92

Ka1C n anucams
MbI C BaMJ1 3HaeM, 'ITO BbI He aa PbIHOK, KTO ero BTOPHO, KynJ1T, CKOJIbKO

6U311eC-n.ltall

aaaere,

xorna

sam

npO~YKT nocTynJ1T

3anJIaTJ1T J1 6y~eT JIJ1 3aKa3b1BaTb no-

HO BbI He MO)l(eTe 3<U1BJ1Tb 6 3TOM B 6J13HeC-nJIaHe. TaK 'ITO 0 'ITO

IU111IJ1Te aK, 6y~TO TO'IHO snaere, T IIpH CTOJIKHOBeHJ1J1 peaJIbHOCTbIO C CMeIO sac 3aBepJ1Tb 6H3HeC-MO~eJIb no xorry

neas

rp5I~yrnJ1M BaM rOTOBJ1T; HO onnopTYHJ1CTJ1'IeCKH. KOMnaHJ1J1 MeH51JIJ1CBOIO KOnJ1Tb KanJ1TaJI, (rronpofiaee -

peampyirre

MHOrJ1e ycneIllHbIe

nena, A

3Ha'IJ1T, BaM H~HO rp5l~J1e nepeMeHbI

QTo6b1 XBaTJ1JIO ~eHer

nepe)l(J1Tb

B MaCTep-KJIaCce NQ5 0 6YTCTp3nnJ1Hre),

J1 6bITb roroasn«

nepe~eJIbIBaTb

CBOJ1 nJIaHbI B 3aBJ1CJ1MOCTJ1 06CT05lTeJIbCTB. OT CaM<UI 60JIbIll<UI oIllJ16Ka ryno HanJ1CaTb npo~yMaHHbIM nJIaH, a 3aTeM

CJIe~OBaTb eMY JIJ1Illb nOTOMY, 'ITO 3TO «nJIaH». ECJIJ1 BbI ~06J1JIJ1Cb HJ1KTOHe oCY~J1T sac sa TO, 'ITO BbI He CJIe~OBaJIJ1 nJIaHy. ECJIJ1 CTbI~ BaM J1 n030p.

YCilexa -

)Ke, CJIe~51 nJIaRY, npOBaJIJ1JIJ1Cb -

B: A MOH 6H3Hec-nnaH

He nonY'lHTCSI cnHWKOM noxomHM ua ece

ocransuue?

0: CMOTP51'ITO BbI J1MeeTe B BJ1~


IIJIaHbI, TO ecn, OTBe'IaTb aa

non «CJIJ1IllKOM nOXO)l(J1Maa see OCTaJIb-

asre». B HeKOTopOM CMblCJIe OH J1 ~OJ1)l(eH BbIrJI5l~eTb, KaK ace OCTaJIbHble


Ba)I(HeMIllJ1e BonpOCbI, nepe'IJ1CJIeHHble B 3TOM MaCTep-KJIaCce.

Kpoxse

roro,

OH He ~OJ1)l(eH HJ1'IeM BbI~eJI5lTbC5Ino J1 ~ TeM 60JIee HJ1KaKJ1X U;BeTHblX


~JI5I 3arOJIOBKOB

CTpYKType, ~J13aMRYJ1JIJ1nepenJIery IIopTpeToB H Times

na 06JIO)l(Ke. J13 IllpmpToB Roman -

no~oM~YT Arial -

New

~JI5I OCHOBHoro TeKCTa.

B: TaK KaK me MHe cnenars TaK, lITo6bl MOH nnaa 3aMeTHnH? 0: ECTb 'IeTblpe cnocofia sroro ~06J1TbC5I. Bo-rrepastx,
CCbIJIKY aa QHTaTeJI5l. BO-BTOPbIX, ~06aBbTe

BKJIIO'IJ1Te ry~a BHJ1MaHJ1e

aBTOpJ1TeTHbIM J1CTO'IHJ1K, KOTOPblM npJ1BJIe'IeT

CnJ1COK KJIJ1eHTOB, KOTOPbIM 'IJ1TaTeJIb

MO)l(eT n03BOHJ1Tb J1 pacCnpOCJ1Tb J1X 0 TOM, HaCKOJIbKOOHJ1 H~aIOTC5I B samesr npO~Te J1JIJ1yCJIyre J1JIH, 'ITO erne JIY'lIlle, HaCKOJIbKO ax-

THBHOOHJ1~e II03a60TbTeCb 3HaHJ15I J1

nOJIb3YIOTC5I BaIllJ1M npO~YKTOM J1JIJ1 YCJIyrOM. B-TPeTbJ1X, 0 TOM, 'IT06bI pa60TbI aa sam nJIaH ~eMOHCTpJ1pOBaJI BaIllJ1 peaJIbHbIe B-'IeTBepTblX, BKJIIO'IJ1Te rpa¢J1KJ1

onsrr

pbIHKe.

H ~J1arpaMMbI ~JI5I n05lCHeHJ15ICJIO)l(HbIXMOMeHTOB.

93

B:

MO}f(eT, CTOHT npHBnellb

KOHcynbTaHTa

AIlS! HanHCaHHS!

nnaaa -

HnH XOTS!6bl AIlS!

nOCTpOeHHS! <j>HHaHCOBOH MOAenH?

0: Bees nJIaH,
6J13HeC-nJIaHa -

BKJIIOq<UI qn'lHaHCOB)'lO MOp;eJIb, P;OJDKHbI nJ1CaTb BbI CnJIOqeHJ1e KOJIJIeKTJ1Ba.TIepeKJIap;bIB<UI na ~J1e nne-

B COaBTOpCTBeC KOMaHp;OM. KaK 51)'JKe rOBOpJ1JI, rJIaBH<UI uerts HanJ1caHIDI qJ1 nasce qaCTb npou;ecca, BbI COBeprnaeTe 60JIbrn)'lO OrnJ16KY. HanJ1rnJ1Te qTo6b1 OR

nJIaH CaMJ1,a nOTOM )'JKe MO)l(eTe npJ1BJIeKaTb KOHCYJIbTaHTaOTpep;aKTJ1pOBaJIBarny pa60TY.

B: KaK 'laCTO CneAYeT nepecaarpasars 6H3Hec-nnaH? 0: UeHHOCTb 6J13HeC-nJIaHa pe3KO nanaer rne-ro
BblM COTpyp;HJ1KaM aarnarr, OCTaJIbHblX J1noxsoraer Op;HaKO HaQJ1H<UI o BToporo c asre» nJIaHbJ. Ha 3TOM

nOCJIe nepBbIX rneCTJ1

MeC5Iu;eB. l13HaqaJIbHO 6J13HeC-nJIaH CnJIaQJ1BaeTKOMaHp;y, n03BOJI5leT HO-

cofipars

cpep;CTBa.

rona BbI nepeCTaHeTe nJ1CaTb «cnOHTaH-

srane

Barn 6J13HeC-nJIaH CTaHeT «saseureaasnr»

J1 6yp;eT CPOKYCJ1pOBaTbC5I CPOpMJ1pOBaHJ1J1IO,l1;)I(eTaJ1 npOrH03J1pOBaaa 6 HJ1J1,C KpaTKJ1M pe3IOMJ1pOBaHJ1eM u;eJIeM (QTO) J1CTpaTerJ1M (KaK).

PEKOM EH.D.YEMAS1 Jll-1TEPATYPA


KpJ1CTeHCeH K., PeMHOp M. Penrenne np06JIeMbI J1HHOBaU;J1M 6J13HeB ce: KaK C03p;aTb pacryunoi 6J13HeC J1 ycnernHo nop;p;ep)l(J1BaTb ero pOCT.

M.:

Ansmraa EJ13HeC EYKc,

2004.
PYKOBOP;CTBO no ycnernHblM 6J13HeC-

Tpayr

~.

CJ1JIa npoCToTbI: TIJ1Tep,

cTpaTerJ15lM. CTI6.: Nesheim

2008.
the complete New York: handbook for creating successful

J. High

tech startup: companies.

new high-tech

Free Press,

2000 (,II;)I(. Henrefix,

Crapran

B CTJ1JIexaii-rex: PYKOBOP;CTBOno C03p;aHJ1IOHOBbIX ycnernHblx

BbICOKOTeXHOJIOrJ1QHbIX KOMnaHJ1M).

94

AKTlI1 B1I13AYll1f1

MACTEP-KllACC NQ5

oyrcrpsnnepoe
MOJKHO

KaK CTaTb

xoeda y meo»

60.ltbUlOii

uemums 8bICOKO, sanae cuapndoe.

XOylH'1 3BepxapT

KOPOTKO

6acceMHa B COJIHeqHblM p;eHb. OH, KOHeqHO, yTPJ1PYeT. bOJIbIIlJ1HCTBY

6
K

J1JIJI

Peiisrepr,

ynPaBlliIIOID;J1M p;J1peKTOp Garage, qTO IIlaHCbI

JII06J1T rOBOpJ1Tb

rrpep;rrpJ1HJ1MaTelliIM,

coopars

BeHqypHbIM KanJ1TaJI rrpJ1-

6JIJ13J1TeJIbHO paBHbI IIlaHCaM rrOMMaTb yp;ap MOJIHJ1J1, CTOJI na zme

Il.laacu

KYp;a HIDKe.

rrpermpamoaarenesi

rrpJ1XOp;J1TCJIKPOBbIO J1 rrOTOM BbICBOM 6J13HeC J13 He6bITJ1J!, Me51paccK~

6JfBaTb, 3y6aMJ1 J1 KOITJlMJ1 Bblll,aparrbIBaTb CJlll,aMJ1)l(J1BJI

aa

pJ1ce J1 coesoxr coyce. KpJ1TJ1qecKYIO,

B 3TOM MaCTep-KJIaCce 6e3p;eHe)I(HYIO

o TOM, KaK rrepe)l(J1Tb

HaQaJIbHYIO CTa,D;J1IO P;06bIB

CYJll,eCTBOBaHJ1J!KOMrraHJ1J1, BbI6paB ,LIeHbrJ1, He3aMep;JIJ1TeJIbHO norras

rrpaBJ1JIbHYIO 6J13HeC-MOp;eJIb,

aa

PblHOK J1 rrpJ1HJ!B KpaCHYIO rrJ1JIIOJIIO.

CJIOBY,MHOrJ1e p;yMaIOT, QTO 6J13HeC, HaQJ1HaIOID;J1MCJI 6yTCTp3rrrrJ1HC OCTaTbCJ! He3HaQJ1TeJIbHbIM B J1HaQe rOBOpJl, eCJIJ1 BbI p;ep)l(J1Te J1 He rpeoere BeHqypHblM KanJ1TaJI

ra, 06peQeH

CBOJ1CPJ1HaHCOBble rroTpe6HoCTJ1 JIOrraTOM, TO TeM CaMbIM anpJ10pJ1

Y3p;e

orpaHJ1QJ1BaeTe

MaCIIlTa6b1 Dell,

coficrnenaoro
Apple,

rrpep;rrpJ1J!TJ1J!. 3TO 3a6J1}')K,LJ;eHJ1e. Hewlett-Packard, eBay -

Microsoft,

see 3TJ1 KOMrraHJ1J1 B csoe BpeMJ! HaQJ1HaJIJ1 C 6yTCTp3rrrrJ1Hra.

ECJIJ1 IIJIaHJ1pOBaTb C YMOM, TO 6yTCTp3rrrrJ1Hr ,LIJ1M paaBJ1TJ1J! BaIIIerO 6J13Heca. COBepIIleHHO MMrrOCTOJlHHbIM 06paaOM rrpJ1ep;aIOTCJ!.Ho noxa

6yp;eT

JIJ1IIlb OP;HOM J13 CTaero CBO-

He 06J13aTeJIbHO ztenart,

)I(J13HJ1, CO BpeMeHeM PJ1C J1 coeBblM coyc BCe-TaKJ1 MbICJIJ1TerJI06aJIbHO, a HaQJ1HaMTe C MaJIOro.

QTO -

97

r
I
Macrep-xnacc NQ5

HAPAlU~BA~TE KACCOBbl~ 060POT, A HE np~6b1JlbHOCTb


Ha 3ape cy~ecm808a7-tUJl JKypUaAa «HMo-HopKep» OqiUCbt pedaxuuu 6bUU max mecuu U CKJldUO oocmaeseuu,

«mo Ilopomu

Ilapxep
8

npednouumaia npoeodums 8peMJl


cmpozo nouumepeC08aACJl

8 Koqieiiue UenOda.iteKJI.OdUaJKdbl ee mau 3acmYKaJI,pedaxmop. «A umo smo eu ue oqiuce?» )0POAbd POCc.«JJa mau
TIHTep

xapaudai« YJKe 3aUJlJtU», 06'bJlCUUAaMUCCUC Ilapxep».


6H3Heca

X:~M. EaMKH H3 MHpa

EyrcTp::mnHHrOB<UI

MO.D;eJIbnO.D;OM.D;eT npaKTHqeCKH

JII060My

6H3Hecy -

B oco6eHHOCTH KOr.D;a npe.D;npHHHMaTeJUI HeT Bhl6opa. y 3TJ1XCJIOBMeIDl 60JIbllIe

B03MO:>KHO,nOCJIe
I

He npHrJIaC.HT BbICTyllaTb HH B O.D;HyIlIKOny 6H36H3HeC-MO.D;eJIboanaxaer; qTO Balli aa KaCCOBhlM 060POT, MeHe):I)K-

neca, HO 6yrCTp3nnHHrOB<UI

MeHT .D;OJDKeH 6bITb opHeHTHpOBaH Hyro» npH6bIJIb,

a He «6YMIDK-

POCT, .D;OJIIO pbIHKa HJIH 6peH.D;HHr. 6H3HeC-MO.D;eJIb xapaKTepH3yeTC.H CJIe.D;yror.u;HMI1

EyrCTp3nnHHrOB<UI oco6eHHOCT.HMH:

• HH3K<UInOTpe6HOCTb B CTapTOBOM KanHTaJIe; • KopOTKHe (xrenee MeC.H~a) ToprOBhle ~HKJIhl;

• KopOTKHe (ssenee MeC.H~a) CpOKH nnaresca; • perynapnsni .D;OXO.D;; Pa.D;HO».

• peKJIaMa qepe3 «caparpannoe

B nnaae (nycrr, MeHH.

.D;OXO.D;OB 3TO 03HaQaeT, QTO BbI orxaasrsaerecs

OT C.D;eJIOK Bpe-

H BhlrO.D;HbIX), nonyqeHHe

zteaer no KOTOPhlM 3aHHMaeT MHoro

B nnaae paCXO.D;OB -

QTO BbI CTapaeTecb MaKCHMaJIbHO OTT.HHyrh

c
)J

CpOK paCQeTOB aa JII06yro CBOIOnOKYUKy. Ha HhlM 6YMare saure npe.D;npH.HTHe 6y.D;eT BblrJUl.D;eTb MeHee npH6hlJIh-

I
«

B nepByro

OQepe.D;b,H3-3a ynyr.u;eHHbIX npO.D;a:>K. .D;HaKO 6yxraJIO He rJIaBHOe, QTO .D;OJI)KHO 3a6oTHTb npe.D;npHHHMaTeJUI-

TepCKHM 6aJIaHC 6yrCTp3nnepa.

*
(l

98

Ka1C em am» 6ymcmp3nnepOM


J1CXO,[VIM3 3TMX Tpe60BaHMM, Ball1J1 rrpO.JzyKT MJIM ycnyra
M Barn nerre-

BOMPhlHOK ,D;OJDKHbI 06JIa.n;aTb ClIe,D;yrollJ;MMMxapaKTepMCTMKaMM:

• JIIO,D;M }')Ke 3HalOT (JIM60 6hlCTpO OC03HaIOT), l.{TO nann; rrpO,D;YKTMJIM ycnyra
MM

He06xo,D;MMhl. BaM He H}')KHO BHyrnaTb

rrOTeHU;MaJIbHhlM

KJIMeHTaM MX HOBbIe rroTpe6HOCTM.

• Bannr

rrpO,D;YKTMJIM yCJIyra «caraoytienrrrensmas".

To ecrs KaK TOJIb-

KO JIIO,D;M orrpe,D;eJUlIOT CBOIO rrorpeonocrr, pa30M Bhl ee y,D;OBJIeTBOpJleTe,OHM MOryr ClIe.n;yrollJ;MMnrar -

M rrOHMMaIOT, KaKMM 06-

CaMM y6e,D;MTbce6J1 C,D;eJIaTb

KYIIMTb TO, l.{TO BbI rrpe,D;JIaraeTe.

COBeprneHHO

HOBaJI PbIHOl.{HaJI TeH,D;eHU;J1J! MOllJ;HOCTblO U;YHaMM pyC


O,D;HMM M3

IIIMT rrepe,D; BaMM see rrperpa.n;hl.

rrpMMepOB

6blJl J1HTepHeT.

(He 3a6bIBaMTe, O,D;HaKO,.{TO 3HeprJ1J! JII060M MO,D;HOM l BOJIHhl B KOHu;e KOHU;OBCXO,D;MT aa HeT, TaK l.{TO rrpe)J()J;e l.{eM 3TO rrpOM30M,D;eT,BaM CJIe.n;yeT YKperrMTb rr03MU;MMcsoero 6M3Heca.)

BbI MO)KeTe «rrpMu;errMTb» HOBhlM rrpO.JzyKT K rrpo,D;YKTY, }')Ke MMelOllJ;eMy rnMpoKyIO rroTpe6MTeJIbCKyIO 6a3Y. BbI CHJ1)KaeTePMCK, CTaBJI na ,D;Pyrrp0,D;YKT. opaenrapoaannsni aa xacconsni 060POT, a He rrpM-

rOM, }')Ke ycneumsni, MeHe,Il;)KMeHT,

6hlJIbHOCTb, He rrO,D;XO,D;MT ,D;JUID;OJIrOCpOl.{HOM , rrpaKTMKM, HO M,D;eaJIeH ,D;JUI 6yrCTp3rrrrepa: noxa BbI He naxornrre xoponnni aanac HaJIMl.{HOCTM, Bhl

AOJDKHbI,D;eMCTBOBaTb MMeHHO TaK.

COCTABbTE BOCXOASllU~~ npOrH03


HM O,D;MH 6yrcTp3rrrrep AJlllJ;MM rrporH03, B 3,D;paBOM YMe He CTaHeT COCTaBJIJlTb HMCXOphlHKa H}')KeH eMY, l.{TOBbICl.{MTbIBaJI, KaKOM 06'heM MO,D;eJIb 'raxoro rrma,

6bI ,D;OCTMl.{b ycrrexa. CKpyrrHhlx Aa)KM.

KaK rrpaBMJIO, Hal.{MHaeTCJI rrpo-

U;M<pPM M,D;eT BHM3, 3KCTparrOJIMpYJl MX aa rrJIaHMpyeMbIe Bhl XOTMTe CTaTb MHTepHeT-rrpOBaM,D;epOM

Hanpnxrep,

B KMTae.

BOT KaK B 3TOM cJIyqae BhlrJIJI,D;MTTMrrMl.{HaJI MO,D;eJIbrrporH03MpOBaHMJI «cBepxy BHM3»:

no CT.: Schrage M. Letting buyers sell themselves II Technology Review. 2003. October (illpare M. CaM ce6e nponasen).

99

Macrep-xnacc
• HaCeJIeHHe

NQ5
KHTaJI COCTaBJIJ!eT

• 1%
• MhI

H3 HHX XOTJlT rronyqHTh OXBaTHM

1,3 MHJIJIHap.D;a qeJIOBeK. nocryn B J1HTepHeT.


IJ;eJIeBOM HaM rpyrrrrhl. rro 6Y.D;eT rrpHHOCHTh

10%

:nOM

rrOTeHIJ;HaJIhHOM

• K<UK,lJ;hlM OT.D;eJIhHhIM aKKaYHT POB B

240

.D;OJIJIa-

rozt,
B

• HaCeJIeHHe

1,3

MHJIJIHap.D;a ycrrexa B

qeJIOBeK x J1

x .D;OCTyrrHhIM .D;OJIJIapoB/Ha 60HYc! -

PhIHOK

1%

x K03<p<pHIJ;HeHT

10%

240
-

rroKyrraTeJIJ!

=
aa-

= 312

MHJIJIHOHOB

.D;OJIJIapoB. 3TH pac-reru!

rrocMoTpHTe,

CKOJIhKO 3aHJ1JKeHhI

BhI6paB CTHqh MaJIOM, ycrrexa

KpyrrHhIM

PhIHOK,

JIerKO

BBeCTH ce6J1 B 3a6JI)'JK,Il;eHHe, O.D;HH rrpOIJ;eHT

qTO .D;O-

6y.D;eT HeTpY.D;HO. TaK,

scerna

KaJKeTCJI oxeas

JIerKO

.D;OCTJ1JKHMOM .D;OJIeMphlHKa. He 6pIOXOM! rrepeMeHHhlX, CTPOJIT OHH HHCXOMIu;HX MO.D;eJIeM. ,1J.JIJ! HHX cBepxy

byrCTp3rrrrephI BHH3

KBepxy

CTPOJIT BOCXOMIu;He

MO.D;eJIH, OCHOBaHHble

aa peaJIhHhlX

HarrpHMep:

• K<UK,lJ;hIM rrpO.D;aBeIJ; HhIM • B rony KJIHeHTaM.

cnocotien
.D;HeM.

B .D;eHh .D;03BOHHThCJI

10

rrOTeHIJ;HaJIh-

240

pa60qHX

• 5%

rrOTeHIJ;HaJIhHhlX

KJIHeHTOB, B

KOTOPhIM

y.D;aJIOCh .D;03BOHHThCH,

rrpeBpaTJlTCJI

B peaJIhHhIX

'rexenne

6 MeCJ!IJ;eB.
HaM

• K<UK,lJ;aJI ycrreIIlHaJI

rrpO.D;aJKa rrpHHeCeT HaBJITh

240

.D;OJIJIapoB.

• Y Hac

ecrs

B03MO)KHOCTh

5 rrp0.D;aBIJ;OB.
K03<p<pHIJ;HeHT rrpO.D;aBIJ;OB = ycrrexa B

• 10 3BOHKOB B .D;eHh x 240 .D;HeM B ron x x 240 .D;OJIJIapOB 3a O.D;Hy rrpo.D;aJKY x 5 POB aa rrpO.D;aJKH B rrepBhlM rozr,
MO)KeTe JIa 3BOHKOB 06beMa 60JIee CKOJIhKO yrO.D;HO crropHTh B co

5%

144 000

.D;OJIJIa-

MHOM

rro

rrOBo;ZY

TOqHOrO

qHC-

ztens,

K03<p<pHIJ;HeHTa

ycrreIIlHoCTH

rreperOBopOB, MO.D;eJIh qeM

Cpe.D;HerO ropa3,L\O

rrpO.D;aJK H T• .D;.; cyrh peaJIHCTHqHhlM HHCXOMIu;aJI. sanrero rrporH03

B TOM, qTO BOCXOMIu;aJI BaIIleM .D;OJIH phIHKa,

naer

CaMaJI rreCCHMYI-

CTHqHaJI

MaCIIlTa6hl .D;HMOrO BaM 6aJIaHC sanrero

BOCXOMIu;ero

rrporH03a TOqHhle

orrpe.D;eJIJ!T

Mepy

aeofixoTOJIbKO

6yrCTp3rrrrHHra. 6aHKoBcKoro

Eonee
c-rera,

CBe.D;eHJ1J! C006Iu;HT

100

Ka1C em am» 6ymcmp3nnepOM

npO.D.A~TE, A nOTOM .D.OPA5ATbIBA~TE


ECJIJ1 BbI OTKpbIBaeTe KOMnaHMIO no npOM3BO~CTBY 6MOTeXHOJIOrWleCKMX JiJIM Me~MU;MHCKMX npnfiopos nue ~MTaMTe. O~HO nponYCTMTe 3TOT pa3~eJI. Bce OCTaJIbnpo-

M3 HenpeMeHHhlX

YCJIOBMM 6yTcTp3nnMHra:

A}'KT MJIM yCJIyra ~OJDKHhl BbIBO~MTbCJI na PbIHOK He3aMe~JIMTeJIbHO. AOJDKHbI ~eMCTBOBaTb no cxeMe «nOCTaBKa nopaoorxa nopaoorxa, Ji MMHYCbI: nOCTaBKa nopaoorxa, nopatiorxa nopaoorxa -

Bsr

nOCTaBKa -

nOCTaBKa ... » (a He «nopariorxa, nonxona ecrr, CBOM nJIIOCbI

nOCTaBKa»).

raxoro

nmocu
• HeMe~JIeHHbIM • 06'beKTMBHble npMTOK HaJIM~HhlX. OT3hlBhl OT nOTpe6MTeJI5!.

MHHYC
• 3aTI5!THaHHaJ! penyraU;J15! B c~ae np06JIeM C Ka~eCTBOM.

ITOCKOJIbKY 3aTI5!THaHHaJ! penyTaU;J15! BnOCJIe~CTBMM MO)KeT otiepnyrs-

or

cepseanoii

nOMeXOM BaweMY

6M3Hecy, C~eJIaTb BbI60p

Me>K,!I.YnOCTaB3TO

KOM M COBepweHCTBOBaHMeM

scerzta

~epTOBCKM TPY~HO. ITpMHMMaJ!

perneHMe, Heo6xo~MMO

paCCMOTpeTb CJIe~yroru;Me BonpOChl:

• 06roH5!eT

JIM Haw

npO~YKT

MJIM yCJIyra aa TeKYllleM

CT~MM

pa3BM-

TJ15!KOHKYPMPyroru;yro • MO)KeM 6paTb

npO~YKU;MIO? npO~YKTa MJIM yCJIyrM nsr-

JIM MbI ~JI5! nOCTaBOK namero

MaJIbIM M M30JIMpOBaHHhlM

reorparpasrecxmi

paMOH MJIM cer-

MeHT phlHKa, nyTaU;MM?

~TO n03BOJIMT orpaHM~MTb

nOTeHU;MaJIbHhlM yru;ep6 pe-

• Pacnonaraexr

JIM MbI TOJIepaHTHOM M nOHMMaIOru;eM rpyrmori KPOJIMKaMM?

nOKyna-

TeJIeM, COrJIaCHbIX CTaTb noztonsrrnsura • HaCKOJIbKO aama

npo~YKU;J15! COOTBeTCTByeT HawMM CMbICJIa?

npe~CTaBJIeHM-

JIM 0 npMBHeceHMM B MMp HOBoro

• HaCKOJIbKO OHa y~OBJIeTBOPJleT nOTpe6HOCTM HaWMX KJIMeHTOB?

101

MaCTep-KJlaCC
• MO)KeT
CTM JIM

NQ5
nanr rrpop;)'KT
MJIM

ycnyra

B CBoeM HhIHelIlHeM BMp;enaaeMJIM

rrOKYIIaTemo KaKOM-JIM60 Bpep; ero orraCHOCTM?


JIM

KaKMM-JIM60 06pa30M BMTPO», qTo6hl

nonrrepe-

BeprHyrh

• Li:ocTaTOqHO

McrrhITaHMM MhI rrpOBeJIM

«MH

HOCMTh MX B eCTeCTBeHH}'IO cpeny?

YJ1 PA>KH EH l-1 E

Ilpaaaa 111111 BbIMblce11?

«8 nepsoa Macintosh (1984 rona) He 6bl110 no, }f{eCTKoro AI1CKa, useruoro AI1Cn11efl, paaseaos Allfl BHeWHI1X YCTPOHCTB11 ceresoro Ka6e11f1».

Ha ro

o6cy:>K,D;eHMe

3TMX

BorrpocoB

C KOMaHp;oM y sac MOryr

yMTM

xacsr.

TIpMMTM K cornacmo
MJIM

6yp;er HerrpoCTo, sezn, oraera.

snecs

Her op;H03HaqHO BepHOcrroco6 pelIlMTh 3T}' «Li.a», pOp;MTeJIM rrOJIh30-

HeBepHoro

ECTh, BrrpOqeM, erne

OP;MH MOM

p;MJIeMMy.

CrrpOCMTe ce6J1: «XOTeJI 6hI JI, qTo6hI

BaJIMCh MoeM rrpOP;)'KIJ;MeMB ee HhIHelIlHeM BhIBop;MTe rrpop;)'KIJ;MIO aa phIHOK.

BMp;e?», M eCJIMOTBeT -

Tarose

MO)KHO aanars

Borrpoc:

«He 3aKaHQMBaIOTCJI JIM y Hac ztensQeM cTpax CKO-

rn?». HMQTO He crrocofino POM cMepTM.

CrrJIOTMTh KOJIJIeKTMB 60JIhlIle,

3A5YAbTE 0 3ACflY}f{EHHbIX ~rpOKAX


Onum smo uus; Komopoe KaJKJblu daem
C80UM OUIU6K:aM.

OCKap

YaMJIh.ll

ECJIM BhI BCTaJIM aa rryrh MMeHMThIX BeTepaHoB P;OTOQhTeChJIyqlIle anncrax 6e3 orrsrra, KpaM aneprneri.

6yrcTp3rrrrMHra pecypcax

aafiyzrsre

Mp;eIO

HaHJlTb

MHp;YCTPMM M coripars

KOMaHp;y MeQThI. CocpeTO ecrs MOJIOP;hIXcnemrM

aa p;ocryrrHhIx

3aTO C TOHHaMM CBe)KerO TaJIaHTa

6hIO~eM

Qepe3

102

Kax em am» 6ymcmp3nnepOM


,1J,a, TaK BbI na 'l}'pHbIH: KarrMTaJI, rrepBOe BpeMR rrOHIDKaeTe CBOM maacsr B JII060M C06paTb cnyqae BeHaese-

HO CTOJlTb na zrae 6aCCeH:Ha BOT 3Ta Ta6JIMu;a

JIMKOe y~oBOJIbCTBMe. HaHMMaTb

noxaasmaer,

HaCKOJIbKO nsrronaee

JIIo~eH: 6e3 onsrra:

JlIOAH C OnblTOM
3apnnaTa BbICOKaH; npa 3TOM Tbl He scerna nonysaeun, TO, sa 'ITO nnaraun,

JlIOAH 6E3 OnblTA


HI13KaH; npa 3TOM Tbl nO'lTI1

acerna nonysaeun, no MeHbwe(:1 Mepe TO, sa 'ITO nnaraun, CaMoo6cnYlKl1BaHl1e, MOTenl1, nepeneru 3KOHOM-KllaCCOM, nOAeplKaHHble aBTOM0611nl1 11o6oPYAOBaHI1e

Cesperapa, xopoume orenu,


Apynle

sanpoca

nepeneru nepBblM KllaCCOM, nl1MY311Hbi 11HOBe(:1wee o6opyAOBaHl1e B I1Aeane - euie Ha BblCOKOM YPOBHe He ynOMI1HalOT 0 TOM, 'lero He 3HalOT; HO Bbl npeanonaraere, 'ITO OHI13HalOT ace

3Hepn1'lHOCTb

He 3HalOT, sero OHI1 He 3HalOT, a nOTOMYrorosu B3HTbCH3a 'ITO yroAHO

yh
serrenne

scex

rrepel.IJ1CJIeHHblX

cpaKTopOB

HaJ160JIee

BaJKeH rrOCJIe~HMH:: He-

He TOJIbKO 6JIaJKeHHO, JI erne

HO M MOryIu;eCTBeHHO. He 3HaJI,

Torzta,

B 80-e 6b1Tb

(apeesaa-

MeHa MOeH: MOJIO~OCTM), reJIMCTOM, xorna CTbJl Apple

HaCKOJIbKO Tpy~HO

«rrpOrrOBe~YID~MM» rrpe~JIO)J(MJIa MHe

HOBYID orrepaU;MOHHYID

CMCTeMY; TaK '-ITO He6e OT ora-

paoory,

JI 6b1JI na

ce~bMOM

Be~b ~J1J! MeRJ! 3TO 6b1JIO see paBHO, rrOJIyqaTb

'-ITO K~blH:

~eHb

nocemars '-ITO

,lJ,McHeH:JIeH~ M erne aa an rrO~06HaJI He CTaHY

aa 3TO 3aprrJIaTy. 60JIblIle, BeJIMKaJI

Teneps-ro
HM aa KaKMe

JI 3HaIO,

pa60TeHKa,

M anxorna Ka6b1 He

KOBPJ1)J(KM,

eH: 3aHMMaTbCJI.

CMJIa HeOCBe~OMJIeHHOCTM aa nee He B3J1JICJI.

o «HeBblrrOJIHMMOCTM»

MOeH: MMCCMM, JI 6bI M 'rorzta

YnpA}f{HEHl1E
nOCMOTpl1Te B It1HfepHeTe 61t10rpa<p1tI1tI lleAYIOLlIltlx npe,l\npItIHItIMaTe11eH: C 61t11111 reHTc A3BItIA ct>1tI110 llsep OMItI,l\bflP CTItIB A»<06c llappltl neH,l\}I{ Onpa YItIH<PPItl MaHKll Ae1111 Ceprea 6pltlH AHItITa PO,l:v:lItlK A»<eppltI 5lHr 103

MaCTep-KJlaCC

NQ5
'-ITO HHKTO H3 HHX He MomeT OCHOBaTeJlIO nOXBaCTaTbCfI 6HO-

Bbl YBHAHTe, rpa<pHe~, KOMnaHHH.

«nOA06alOLl\e~))

MYJlbTHMHJlJlHapAHO~

HA'-IH~TE C npOAA>K~
OP;HO M3 npeMM~eCTB HOCTM. KnacCMl.JeCKMH no npoM3Bop;CTBY flO. npMMep

vcnvr
ycnyr MrHoBeHHbrH npMToK HaJIWI:noH CPOpMhl 6yrCTp3nnMHra KOMnaHIDI

npop;a)J(M

CIO)J(eT CKa3KM TaKOB:

• HeCKOJIbKO yCJIyr TbI,

nporpaMMMCToB pbIHKe.

06'bep;MHJ!IOTCJI

P;JIJI npop;a)J(M

CBOMX

na HMIlleBOM

BHal.JaJIe OHM pa60TaIOT HanpJlMyro. B 're=reane

KaK KOHCYJIbTaH-

06~aJICb

C KJIMeHTOM

Cxera
Tpex

BbICTaBJIJlIOTCJI na no-

l.JaCOBOH OCHOBe, C OnJIaTOH

p;HeH.

•B

npo~ecce

OKa3aHIDI

3TMX

yCJIyr

OHM

Hal.JMHaIOT C

paapafiarsrsars
POCTOM KJIM-

Cne~MaJIM3MpOBaHHyro eHTCKOH 6a3hl OHM

nporpaMMy-npMJIO)J(eHMe. paCIllMpJlTb

npOp;OJI)J(aIOT

M COBepIlleHCTBOBaTb -

csoe

npMJIO)J(eHMe. KPyr

Bcxope

OHM

BM,l1;J!T, l.JTO Y MX npMJIO)J(eHIDI nOJIb30BaTeJIeH MOHO

IllMpOKMH cnpOCOM.

nOTeH~MaJIbHbIX

nOJIb3yeTO!

• ,1],oxop;

OT KOHcyJIbTa~MH npMJIO)J(eHIDI.

Mp;eT aa cpMHaHCMpOBaHMe Ha 3TOM

p;aJIbHeHIlleii

pa3-

pa60TKM

srarre

KOHCYJIbTa~MOHHaJI YCToiil.JMByro

npaKTMKa nporHO-

paCIllMpMJIaCb 3MpyeMyro

HaCTOJIbKO, l.JTO ~e

npMHOCMT

npM6bIJIb.

• OHM ero

3aBepIllaIOT

paapafiorxy

npJ1JIO)J(emUl ycnyr.

M npooyior flPOP;a)J(M

npOp;aBaTb MP;yr KaK ITO OHM CTa-

OTp;eJIbHO OT KOHCYJIbTa~MOHHbIX npeKpa~aeT

MaCJIy. KOMnaHIDI

KOHCYJIbT~MM,

nOCKOJIbKY

HOBJlTCJI MeHee Bhlrop;HhlMM.

• KOMnaHMJI

BhlCTaBJIJleT

CBOM aK~MM Ee

na ny6JIMl.JHyro

npop;a)J(y ce6e

JIM60 <<TIOpM )J(J1-

ee npxofiperaer me»,

Microsoft.

OCHOBaTeJIM )J(eHJlTCJI aa

nOKynaIOT

«ayp;M)) MJIM «Mepcep;ecbI»,

cynepMOp;eJIJlX

ByT ce6e

zransme

nonro

M Cl.JaCTJIMBO.

104

Kax em am» 6ymcmp3nnepOM

• Li:Boe napneri DO. OHH

B rap<DKe peIllalOT pa30pHTh

C03.D;aTh KOMrraHHIO Oracle, Microsoft

rro rrpOH3BO.D;CTBY HJIH Symantec.

HaMepeHhl

• OHH

Hal.JHHaIOT KarrHTaJI.

paapariorxy
B03MO)J(HO,

rrpO.D;YKTa. HaxO.IVIT

B03MO)J(HO, ce6e

C06HpaIOT

BeH-

l.JypHhIM rrpoCTo

crroHcopoB.

B03MO)J(HO,

rOJIO.D;aIOT.

•B

nepasni pa3 aa BCIO aararnsaerca aa 60JIee


MaTeJIH.

HCTOPHIO

l.JeJIOBel.JeCTBa

paapatiorxa
rrOK)'IIaTh

rrpO.D;YKTa

.D;OJIrHM CPOK, l.JeM paCCl.JHThlBaJIH He ropRT Li:eHhrH )J(eJIaHHeM

rrpe.D;rrpHHHrrpO)J;fKT

K TOMY )J(e KJIHeHThI H3 rap<DKa.

y .D;BOHX napuefi

y KOMrraHHH

3aKaHl.JHBaIOTCR.

• Lh06hI lOT

ofiecrre=nrrt,

XOTh KaKOM-TO

rrpHTOK OHH

HaJIHl.JHhIX, 6epYT

rrapHH

peIlla-

nonaapariorarr,
KJIHeHTa. 3arrpochl

KOHCYJIhTaIJ,J1J!MH.

CBOM HarrOJIOBHHY B rroncxax non XOTh KOH-

3aKOHl.JeHHhlM xaxoro-ro KpeTHhle

rrpO.D;YKT H Hal.JHHaIOT OHH

06HBaTh

rropofH

a,IJ;arrTHpyroT

CBOIO rrporpaMMy

norpeoxreaa.

• J1 T)'T

0 qy.D;O! -

OKa3hIBaeTCR,

l.JTO J1X rrpo)J;YKT

H rrpaB.D;a rrOJIh3YHal.JHHaIOT

eTCJ! crrpocoM. rrpO.D;aBaTh ero.

3aBepIllHB

paapafiorxy,

rrpe.D;rrpHHHMaTeJIH

DpO.D;a)J(J1 H.IzyT KaK rro MaCJIY, H KOMrraHJ1J! rrpeKpaIT(arrOCKOJIhry OHH CTaHOBRTCR MeHee BhlrO.D;HhlMH.

er KOHCYJIhTau,HH,

• KOMrraHJ1J! ee npnotiperaer «aynn»

BhICTaBJIJleT Microsoft.

CBOH aKU;HH

na

rry6JIHl.JHyro rroK)'IIalOT

rrpo.D;~ ce6e

JIH60

Ee OCHOBaTeJIH H )J(HBYT ce6e

<<IIOpIlle»,

HJIH «MepCe.D;eChl»

.D;aJIhIlle

.D;OJIro H Cl.JaCTJIHBO.

KaKOM

rryrh

BhI6epeT Ba)J(HO;

santa

KOMrraHJ1J! l.JT06hl KaK Bhl

CKa3ry

HJIH Mpal.JHyIO ero

CKa3-

Ky,

He TaK

y>K

fJIaBHOe,

CYMeJIH aran -

rrpOMTH 3arrycKa

.D;O KOHu;a.

Cyrs

B TOM,

l.JTO rrpO.D;<DKa yCJIyr

rrepBhIM

rrpe.D;rrpJ1J!TJ1J! HHCTpYMeHT

(C.D;eJIaHHhIM .D;06POBOJIhHO 6yrCTp3rrrrepa. O.D;HaKO, pOIlla JIHIllh OCBOHB aa

HJIH BhIHy>K.D;eHHO)

6ecu;eHHhIM

3TY TexHHry,

Bhl

.D;OJ1)J(Hhl rrOHHMaTh,

l.JTO OHa

XO-

Hal.JaJIhHOM CTpaTerHH.

CTa.D;HH, HO He <PHHaHCHpOBaHHe

scerrta

rrO.D;XO.D;HT B Kal.JeCTBe pa3pa60TOK

AOJIrOCpOl.JHoM

c06CTBeHHhlX

105

Macrep-xnacc
M

NQ5
yCJIyr P;OJDKHO6hlTh nnnrs BpeMeH-

pa3BMTJ15I M3 zrener no'rpefirrrenefi rIocTaB~MK

HOM MepOM P;JI5IrrpOM3Bop;CTBeHHOM KOMrraHMM. yCJIyr ¢YHp;aMeHTaJIhHO OTJIMqacrc5I OT rrpoM3BOp;MTeJUI rrp0P;YKToB.


JIM60

rrporpaMMHhIx pa3pa60TKaMM

Tlepasni

BhlrrOJIH5Icr pa6CKMM TpyP;

P;OBOJIhrrpo-

cTByeTc5I rrOqaCOBOM
M

norrpoexrnori na nsrxozte.

OrrJIaToM. BTOPOM 3aHMMaeTOI


M

M306peTaTeJIhCTBOM, rrOCTaBKaMM C rIO

oTrppKaMM

p;acr ThlC5IqM Kop060K

3A50TbTECb
Korna
xer a He ¢OpMy 'roro,

0 Cl>YHKUl-U1,A HE 0 Cl>OPME
scerna CTaBhTe BO rJIaBY yrJIa ¢YHK~MIO,
M rro YMOJI-

Bhl TpaTMTe ztensrn,

qTO Bhl npnoriperaere. 6yp;eT cnenana

Hanproaep,

rpaMOTHhlM 6yxy(¢opMa)

He B TOM, qT06hI rrpMBJIeqh MMeHMryro ¢MpMy (CM. Ta6JIM~y HIDKe). opraHM3a~MM csenaior

qaHMIO CqMTaTh, qTO pafiora a He ¢opMa 06ClI)')KMBalO~Me KaK rrpaBMJIhHO

(¢YHK~J15I). BaJKHa ¢YHK~J15I, 3HaqMTeJIhHyro qaCTh 61O,ll;-

)Kcra CTapTarr-KOMrraHMM, rr03TOMY BOT BaM HeCKOJIhKOrrOJIe3HhIX COBeTOB,


MX

BhI6MpaTh: ¢MpMy, KOTOPa51 Crre~MaJIM3MpyeTC5I MMeHHO na TOW BhlrrOJIHMTh.

• Bhl6MpaMTe paoore,

KOTOPyro H~HO

Hanpnscep,

,ll;JI5IKOHTPOJI51 aa rnrnn, rrOTO-

¢MHaHCOBhlMM orrepa~J15IMM rro BeHqypHOMY KarrMTaJIY He CTOMTnaHMMaTh MP;IO ,.IJ,)KO MY, qTO OH p;ellIeBJIe, aztsoxara
MJIM

rro p;eJIaM 0 pa3Bop;e -

IOpM,ll;MqecKyro ¢MpMy C YOJIJI-CTPMT JIMllIb

rrOTOMY, qTO 3TO rrpeCTIDKHO. • rIoMHMTe, qTO naoma nuronnee 3arrJIaTMTh 60JIhllIe. pariorars
M

MHBeCTopaM, Crre~MaJIM3Y1-

HarrpMMep, MO)KeT 6hITh KOM¢opTHee HMMalO~MMM «6hlBaJIhIX» ap;BOKaTOB pyro~MXC5I B sanrefi

C KOMrraHJ15IMM, na-

6yxraJITepOB,

opepe p;e5lTeJIhHOCTM. HO KOHKpeT-

• Flpoaepajrre
~M5I

peKOMeHp;a1V1J1 He TOJIhKO qmpM, aanra yCJIyr -

HhIX COTPYP;HMKOB, aezryurax ,ll;JI5IrrOCTaB~MKa MaTeJIM.

zrena. lIY'HlIa51

peKOMeH,ll;a-

OCqaCTJIMBJIeHHhIe rrpep;rrpMHYI-

106

Ka1C em am» 6ymcmp3nnepOM


• He crecamirecs 06cy>I<.D;aTb JII06hle YCJIOBmI.

B Harne

Bpe~

see YCJIO-

BmI 06cy>I<.D;aeMhl: paCIJ;eHKM, rpadnoc Mep. )J.a)Ke B nyqrnMe B rrpaBMJIa Mrphl. JIO)KJ1Tb orrJIary
CTMIJ;MM, -

e)KeMeCSlqHbIX BbITIJIaT M MX pa3ToprOBaTbCJI 3TO BXO~MT

BpeMeHa He ¢MpMbI,

60iiTecb

Macrae
cseros

HarrpMMep,

OXOTHO COrJIaCJITCJIOTBbI rronyqMTe MHBe-

~O roro

MOMeHTa, xorna

eCJIM Y sac XBaTMT HarJIOCTM rrorrpOCMTb

MX 06 3TOM.

• ECJIM

qeJIOBeK,

C KOTOPbIM ~pyroro

rrpe~CTOMT

COTpY~HMqaTb,
MJIM

BaM HerrpMKOMrraHMIO.

JlTeH, )KM3Hb

BbI6epMTe KopOTKa,

COTpY~HMKa JIyqrne C TeMM,

~pyryIO

M pariorars

KTO BaM rro

ztyme.

<l>OPMA
IOPHAH'1eCKHe ycnyrH OcjJHCbl no BceMY MHPY C KllHeHTaMH H3 cnacxa Fortune

<l>YHKUHSl
3HaTb BaWH npasa CTH, 3all\Hll\aTb H nouoran, cneno« H 06fl3aHHo-

500

H MeCTa AmI

BaWH aKTHBbl

COTPYAHHKOB B

noxax

Ha CnOpTHB-

B 3aKllIO'IeHHH

HblX MepOnpHflTHflX LJlleH 6011bWOH uiecrepxa'

6yxranTepHfl

C 6blBWHMH

KllHeHTaMH

B nopsae

KOHTPOllHpOBaTb H 06eCne'lHBaTb

BaWH pacxoAbl cjJHHaHcoBo CTa-

H KOHcjJepeHl\-3allaMH, MH opexoBblM CHMnaTH4Hbie AepeBoM

omenauau-

6HJ1bHOe cjJYHKl\HOHHpOBaHHe

naap-arearu Paapaoarusan,
KOHl\enl\HIO H

C AHnnOMOM no HCTOPHH asuarcaoro HCKyccTBa,

xoropue paccaasyr
oparop, no CTOTblCfl4

aonnouiars
YCTaHaBllH-

BaM,

3cjJcjJeKTHBHOrO

PR

KaKOH Bbl npexpacaua H aanpocsr

n03Hl\HOHHpOBaHHfl;

nonnapos
HaA KOTO-

san, TeCHbie KOHTaKTbl C npeCCOH

sa KalKAblH npecc-noaoa, PblM 6YAyY paeorars

AJ1fl aac sa rene-

Bcs CTeHa

B HarpaAax

BH3HOHHYIO H ne4aTHYIO peKllaMY; COTPYAHHKH, aoropue H 3aHflTbl, TOllbKO peKllaMHO-

nOHflTb nOTpe6HOCTH sauiero KllHeHTa H HaHTH K HeMY nOAXOA; n06YlKAaTb peansaux KllHeHTOB

'ITO 3aKynKoH

ro BpeMeHH

H npOCTpaHCTBa aapaoorauaas nOA60pOM

K npHBlle4eHHIO

nOTeHl\HallbHbiX

Penyrauaa,

HaHHMaTb rana-rmaaux HHKOB, roroaax sapnnary

COrpYA-

reHAHpeKTOpOB c06CTBeHHblMH

(HblHe Bllap,elOll\HX CaMOlleTaMH) AJ1fl

sa He6011bWYIO

B03HeCTH aauiy KOMna-

KOTHPyeMblx Ha 6HplKe KOMnaHHH

HHIO Ha BepWHHY 6H3Hec-onHMna

* EOJIbIlIOii nrecrepxoa naasrsana IlIeCTb xpynaejinnrx aY.rIHTOpCKO-KOHCaJITHHrOBblx KOMIIaHHii MHpa: Ernst & Young, KPMG, PricewaterhouseCoopers, Deloitte & Touche, Arthur Andersen H Coopers & Lybrand. - Ilpus« ped.

107