杰夫·贝索斯禁止在会议中使用 PPT，他的替代方法堪称绝妙
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杰夫·贝索斯禁止在会议中使用PPT，他的替代方法堪称绝妙
在亚马逊，叙事性备忘录取代了 PPT。以下是三大原因。
BY
APR 25, 2018
2018年4月25日
In his , Amazon founder and CEO repeated his rule that PowerPoint is banned in executive meetings. What Bezos replaced it with provides even more valuable insight for entrepreneurs and leaders.
在2018年的年度致股东信中，亚马逊创始人兼首席执行官杰夫·贝索斯重申了他在高管会议中禁止使用PPT的规定。贝索斯用什么来替代它，为企业家和领导者们提供了更宝贵的洞见。
In his letter, and in at the Forum on Leadership at the Bush Center, Bezos revealed that “narrative structure” is more effective than PowerPoint. According to Bezos, new executives are in for a culture shock in their first Amazon meetings. Instead of reading bullet points on a PowerPoint slide, everyone sits silently for about 30 minutes to read a “six-page memo that’s narratively structured with real sentences, topic sentences, verbs, and nouns.”
在这封信中，并且在布什中心领导力论坛的最近一次讨论中，贝索斯透露，“叙事结构”比PPT更有效。据贝索斯介绍，新高管们在参加第一次亚马逊会议时会感受到文化冲击。他们不是在PPT幻灯片上阅读要点，而是安静地坐下来，花大约30分钟阅读一份“结构化的六页备忘录，其中包含完整的句子、主题句、动词和名词”。
After everyone’s done reading, they discuss the topic. “It’s so much better than the typical PowerPoint presentation for so many reasons,” Bezos added.
当所有人都读完后，他们开始讨论主题。“这比PPT好多了，原因有很多。”贝索斯补充道。
As a student of narrative storytelling in business for the past 20 years, I can tell you exactly why it’s so much better.
作为一名在过去20年中研究商业叙事故事的人，我可以确切地告诉你为什么它更好。
Narrative storytelling might not have been as critical for our survival as a species as food, but it comes close.
故事叙事对人类生存的重要性或许仅次于食物。
Anthropologists say when humans gained control of fire, it marked a major milestone in human development. Our ancestors were able to cook food, which was a big plus. But it also had a second benefit. People sat around campfires swapping stories. Stories served as instruction, warning, and inspiration.
人类学家表示，当人类学会用火时，这标志着人类发展的一个重要里程碑。我们的祖先可以用火来烹饪食物，这当然是一个巨大的进步。但它还有另一个好处：人们围坐在篝火旁，互相讲述故事。故事起到了教育、警示和激励的作用。
Recently, I’ve talked to prominent neuroscientists whose experiments confirm what we’ve known for centuries: The human brain is wired for story. We process our world in narrative, we talk in narrative and–most important for leadership–people recall and retain information more effectively when it’s presented in the form of a story, not bullet points.
最近，我与一些杰出的神经科学家进行了交流，他们的实验验证了我们数百年来一直知道的事实：人类大脑天生适合故事。我们通过叙事来理解世界，通过叙事来交流，而对于领导力来说最重要的是——当信息以故事的形式呈现，而不是要点时，人们会更有效地回忆和记住这些信息。
Aristotle is the father of persuasion. More than 2,000 years ago he revealed the three elements that all persuasive arguments must have to be effective. He called these elements “appeals.” They are: ethos, logos, and pathos. Ethos is character and credibility. Logos is logic–an argument must appeal to reason. But ethos and logos are irrelevant in the absence of pathos–emotion.
Emotion is not a bad thing. The greatest movements in history were triggered by speakers who were gifted at making rational and emotional appeals: Abraham Lincoln and Martin Luther King, Jr.; and John F. Kennedy, who blended science and emotion to inspire America’s moon program.
情感并非坏事。历史上最伟大的运动都是由那些擅长进行理性与情感双重诉求的演讲者发起的：亚伯拉罕·林肯、马丁·路德·金和约翰·肯尼迪，他们将科学与情感相结合，激励了美国的登月计划。
Neuroscientists have found emotion is the fastest path to the brain. In other words, if you want your ideas to spread, story is the single best vehicle we have to transfer that idea to another person.
神经科学家发现，情感是通往大脑的最快途径。换句话说，如果你想让自己的想法传播开来，故事是我们传递想法给另一个人的最好工具。
贝索斯在领导力论坛上解释说，他为什么要阅读客户邮件并将它们转发给合适的高管，是因为“我其实很欣赏在商业中使用轶事。”他指出，很多时候，客户的轶事比数据更有洞察力。
Amazon uses “a ton of metrics” to measure success, explained Bezos. “I’ve noticed when the anecdotes and the metrics disagree, the anecdotes are usually right,” he noted. “That’s why it’s so important to check that data with your intuition and instincts, and you need to teach that to executives and junior executives.”
贝索斯表示，亚马逊使用“大量指标”来衡量成功。他注意到，当轶事与数据不一致时，轶事通常是正确的。他强调说：“这就是为什么用直觉和本能去验证数据如此重要，你还需要将这一点教给高管和基层管理者。”
Bezos clearly understands that logic (data) must be married with pathos (narrative) to be successful.
贝索斯显然明白，逻辑（数据）必须与情感（叙事）相结合，才能取得成功。
去年我写了一篇文章，标题是《谷歌首席执行官不用要点，你也不应该用》。他现在依然不用。杰夫·贝索斯、埃隆·马斯克、理查德·布兰森以及世界上大多数鼓舞人心的演讲者都不用。
Bullets don’t inspire. Stories do.
要点无法激发灵感，故事可以。
Simply put, the brain is not built to retain information that’s structured as bullet points on a slide. It’s well-known among neuroscientists that we recall things much better when when we see pictures of the object or topic than when we read text on a slide.
简单来说，大脑并不是为了记住幻灯片上的要点而设计的。神经科学家都知道，当我们看到物体或主题的图片时，我们能更好地回忆起事物，而不是阅读幻灯片上的文字。
Visuals are much, much more powerful than text alone. That’s why, if you choose to use slides, use more pictures than words–and don’t use bullet points. Ever.
图片比文字本身强大得多。这就是为什么，如果你选择使用幻灯片，应该多用图片而不是文字——并且永远不要用要点。
During his discussion at the forum, Bezos said he could have spent the entire event talking about narrative. That means he really studies this topic and is passionate about it.
在论坛讨论中，贝索斯表示，他本可以在整个活动中谈论叙事。这表明他真的研究过这个话题，并且对此充满热情。
You should be too. Stories inform, illuminate, and inspire–all the things entrepreneurs strive to do.
你也应该如此。故事能够传递信息、启发思考、激发灵感——这正是企业家们努力去做的事情。
亚里士多德是说服术的鼻祖。两千多年前，他揭示了所有有效说服性论点必须具备的三个要素。他称这些要素为“诉求”，分别是：德行（ethos）、理性（logos）和感性（pathos）。德行代表品格和可信度，理性是指论点必须符合逻辑，但在缺乏情感共鸣的情况下，德行和理性都无关紧要。（译者注：此处可见我的另一篇译文）
“I’m actually a big fan of anecdotes in business,” at the leadership forum as he explained why he reads customer emails and forwards them to the appropriate executive. Often, he says, the customer anecdotes are more insightful than data.
I wrote an article last year titled “.” He still doesn’t. Neither do Jeff Bezos, Elon Musk, Richard Branson, or most of the world’s most inspiring speakers.
