‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪1‬‬

‫ﻣﻘﺪﻣﻪ‬

‫ﺑﻌﻨﻮﺍﻥ ﯾﮏ ﺍﺯ ﻣﻄﺮﺡ ﺗﺮﯾﻦ ﺍﺳﺎﺗﯿﺪ ﺟﻬﺎﻥ ﺩﺭ ﺯﻣﯿﻨﻪ ﮐﺴﺐ‬ ‫ﺭﺍﺑﺮﺕ ﮐﯿﻮﺳﺎ‬

‫ﺍﻓﺮﺍﺩ ﺟﻬﺎﻥ ﺭﺍ ﺍﺯ ﺣﯿﺚ ﺭﺍﻩﻫﺎﯼ ﮐﺴﺐ ﺩﺭﺁﻣﺪ ﺑﻪ‬ ‫ﺗﻤﺎ‬ ‫ﻭﮐﺎﺭ ﻭﻣﻮﻓﻘﯿﺖ ﻣﺎ‬
‫ﭼﻬﺎﺭ ﮔﺮﻭﻩ ﻋﻤﺪﻩ ﺗﻘﺴﯿﻢ ﮐﺮﺩﻩ ﺍﺳﺖ‪:‬‬

‫ﮐﻨﻨﺪ )ﮐﺎﺭﻣﻨﺪﺍﻥ ﻭ ﮐﺎﺭﮔﺮﺍﻥ(‪.‬‬ ‫‪ =A‬ﻋﺪﻩﺍﯼ ﺑﺮﺍﯼ ﺩﯾﮕﺮﺍﻥ ﮐﺎﺭ‬

‫ﮐﻨﻨﺪ )ﻣﺸﺎﻏﻞ ﺁﺯﺍﺩ ﻭ ﺧﻮﯾﺶﻓﺮﻣﺎﻫﺎ(‪.‬‬ ‫‪ =B‬ﻋﺪﻩﺍﯼ ﺑﺮﺍﯼ ﺧﻮﺩﺷﺎﻥ ﮐﺎﺭ‬

‫ﮐﻨﻨﺪ )ﮐﺎﺭﺁﻓﺮﯾﻨﺎﻥ ﻭ‬ ‫‪ =C‬ﻋﺪﻩﺍﯼ ﺩﯾﮕﺮﺍﻥ )ﮔﺮﻭﻩ ‪ (A‬ﺑﺮﺍﯼ ﺁﻥﻫﺎ ﮐﺎﺭ‬

‫ﺻﺎﺣﺒﺎﻥ ﮐﺴﺐﻭﮐﺎﺭﻫﺎﯼ ﺑﺰﺭﮒ(‪.‬‬

‫ﮐﻨﺪ )ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﺍﻥ(‬ ‫‪ =D‬ﻋﺪﻩﺍﯼ ﭘﻮﻝ ﺑﺮﺍﯼ ﺁﻥﻫﺎ ﮐﺎﺭ‬

‫ﻣﺴﺘﺨﺪﻣﺎﻥ‬ ‫ﮐﺴﺐﻭﮐﺎﺭﻫﺎﯼ‬ ‫ﺻﺎﺣﺒﺎﻥ‬
‫‪A‬‬ ‫ﺑﺰﺭﮒ ‪C‬‬
‫‪B‬‬ ‫ﻣﺸﺎﻏﻞ ﺁﺯﺍﺩ‬ ‫‪D‬‬ ‫ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﺍﻥ‬

‫ﺛﺮﻭﺕ ﻭ ﺩﺭﺁﻣﺪﻫﺎﯼ ﮐﻼﻥ ﻋﻤﺪﺗﴼ ﺩﺭ ﺳﻤﺖ ﺭﺍﺳﺖ ﺟﺪﻭﻝ ﻭﺟﻮﺩ ﺩﺍﺭﺩ‪ .‬ﺍﮔﺮ‬
‫ﺩﺭ ﺳﺮ ﺩﺍﺭﯾﺪ ﺑﺎﯾﺪ ﺩﺭ ﻗﺴﻤﺖ ﮐﺴﺐﻭﮐﺎﺭﻫﺎﯼ‬ ‫ﺷﻤﺎ ﺭﺅﯾﺎﯼ ﺳﺎﺧﺘﻦ ﺁﯾﻨﺪﻩ ﻃﻼ‬
‫( ﻭ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﻗﺮﺍﺭ ﺑﮕﯿﺮﯾﺪ ﺯﯾﺮﺍ ﺻﺮﻓﴼ ﺩﺭ ﺍﯾﻦ ﻗﺴﻤﺖ‬ ‫ﺑﺰﺭﮒ) ﮐﺎﺭ ﺁﻓﺮﯾ‬

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 ‫‪2‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺷﻮﯾﺪ‪.‬‬ ‫ﺷﻤﺎ ﺻﺎﺣﺐ ﺳﯿﺴﺘﻢ ﭘﻮﻝﺳﺎﺯﯼ‬

‫ﺳﻪ ﺭﻭﺵ ﺑﺮﺍﯼ ﺭﺳﯿﺪﻥ ﺑﻪ‬ ‫ﺩﺭ ﺍﯾﻦ ﮐﺘﺎﺏ ﻗﺎﺑﻞ ﺗﺎﻣﻞ ﺭﺍﺑﺮﺕ ﮐﯿﻮﺳﺎ‬
‫ﮐﻨﺪ‪:‬‬ ‫ﻣﻌﺮﻓﯽ‬ ‫ﻣﻨﻄﻘﻪ ‪ c‬ﯾﺎ ﻣﻨﻄﻘﻪ ﮐﺎﺭ ﺁﻓﺮﯾ‬

‫‪ -١‬ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺴﺐ ﻭﮐﺎﺭ ﺍﯾﺠﺎﺩ ﮐﻨﯿﺪ‪.‬‬

‫ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺴﺐ ﻭﮐﺎﺭ ﺑﺰﺭﮒ ﺭﺍ ﺑﺪﺳﺖ‬ ‫‪-٢‬ﺍﻣﺘﯿﺎﺯ ﯾﺎ ﻧﻤﺎﯾﻨﺪ‬

‫ﺁﻭﺭﯾﺪ)ﻓﺮﺍﻧﺸﯿﺰ(‪.‬‬

‫‪ -٣‬ﺑﻪ ﯾﮏ ﺷﺮﮐﺖ ﻣﻌﺘﺒﺮ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺑﭙﯿﻮﻧﺪﯾﺪ‪.‬‬

‫ﻓﺮﺍﻧﺸﯿﺰ ﺩﺭ ﮐﺴﺐ ﻭ ﮐﺎﺭ ﺑﻪ ﻣﻌﻨﺎﯼ ﺍﻋﻄﺎﯼ ﻧﺎﻡ ﺗﺠﺎﺭﯼ ﯾﮏ ﺷﺮﮐﺖ ﯾﺎ ﺑﻨﮕﺎﻩ‬

‫ﮐﺴﺐ ﻭ ﮐﺎﺭ ﺑﻪ ﺩﯾﮕﺮﯼ ﺍﺳﺖ ﺗﺎ ﺗﺤﺖ ﺁﻥ ﻓﻌﺎﻟﯿﺖ ﮐﻨﺪ ﻭ ﺑﺮﺍﯼ ﺍﯾﻦ ﺍﺳﺘﻔﺎﺩﻩ ﭘﻮ‬
‫ﭘﺮﺩﺍﺧﺖ ﮐﻨﺪ‪ .‬ﻫﻤﭽﻮﻥ ﻣﮏ ﺩﻭﻧﺎﻟﺪ ﮐﻪ ﺑﺮﺍﯼ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ‬ ‫ﺭﺍ ﺑﻪ ﺻﺎﺣﺐ ﻧﺎﻡ ﺍﺻ‬
‫ﭘﺮﺩﺍﺧﺖ ﻭ ﺍﺯ ﺭﻭﯾﻪﻫﺎﯼ ﺁﻥ ﭘﯿﺮﻭﯼ ﮐﺮﺩ‪ .‬ﯾﺎ‬ ‫ﺭﺍ ﺑﻪ ﺷﺮﮐﺖ ﺍﺻ‬ ‫ﺍﯾﻦ ﻧﺎﻣﻪ ﺑﺎﯾﺪ ﭘﻮ‬
‫ﺁﻥ ﺍﮐﺒﺮ ﺟﻮﺟﻪ ﺍﺳﺖ‪.‬‬ ‫ﻣﻌﺎﺩﻝ ﺍﯾﺮﺍ‬

‫ﻓﺎﺭﻍ ﺍﺯ ﺍﯾﻨﮑﻪ ﺍﻧﺘﺨﺎﺏ ﺷﻤﺎ ﮐﺪﺍﻡ ﺍﺳﺖ ﺑﺎﯾﺪ ﺑﻪ ﻣﻬﺘﺮﯾﻦ ﻭﺍﮊﻩ ﺩﺭ ﺩﻧﯿﺎﯼ‬
‫ﮐﺴﺐ ﻭﮐﺎﺭ ﺩﻗﺖ ﮐﻨﯿﺪ‪:‬ﺳﯿﺴﺘﻢ ﺳﺎﺯﯼ‪.‬ﺳﯿﺴﺘﻢ ﺳﺎﺯﯼ ﮐﻠﯿﺪ ﺛﺮﻭﺗﻤﻨﺪ ﺷﺪﻥ‬
‫ﺍﺳﺖ‪.‬‬

‫ﮐﻨﯿﺪ‪.‬‬ ‫)ﮐﺎﺭﻣﻨﺪ – ﮐﺎﺭﮔﺮ( ﺑﺮﺍﯼ ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺎﺭ‬ ‫ﺩﺭ ﻭﺿﻌﯿﺖ ﺍﺳﺘﺨﺪﺍ‬

‫ﻭﺟﻮﺩ ﻧﺪﺍﺭﺩ ﺯﯾﺮﺍ ﺷﻤﺎ ﺧﻮﺩﺗﺎﻥ‬ ‫ﺳﯿﺴﺘ‬ ‫ﺩﺭ ﻭﺿﻌﯿﺖ ﺧﻮﯾﺶﻓﺮﻣﺎ‬

‫ﺳﯿﺴﺘﻢ ﻫﺴﺘﯿﺪ‪.‬‬

‫ﺷﻤﺎ ﺩﺍﺭﺍﯼ ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺎﺭﺁﻣﺪ ﻫﺴﺘﯿﺪ‪ .‬ﺩﺭ ﻗﺎﻟﺐ‬ ‫ﺩﺭ ﻭﺿﻌﯿﺖ ﮐﺎﺭﺁﻓﺮﯾ‬
‫ﮐﻨﺪ‪.‬‬ ‫ﺍﯾﻦ ﺳﯿﺴﺘﻢ ﺩﯾﮕﺮﺍﻥ ﺑﺮﺍﯼ ﺷﻤﺎ ﮐﺎﺭ‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪3‬‬

‫ﮐﻨﯿﺪ‪.‬‬ ‫ﺩﺭ ﻭﺿﻌﯿﺖ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﺷﻤﺎ ﭘﻮﻝ ﺑﻪ ﺳﯿﺴﺘﻢ ﺗﺰﺭﯾﻖ‬

‫ﻣﻨﻄﻘﻪ ﺛﺮﻭﺕ‬

‫‪A_B‬‬ ‫‪C_D‬‬

‫ﺑﺎﺭﻫﺎ ﺩﺭ‬ ‫ﺳﯿﺴﺘﻢ ﺳﺎﺯﯼ ﮐﻠﯿﺪ ﺛﺮﻭﺗﻤﻨﺪﺷﺪﻥ ﺍﺳﺖ‪ .‬ﺭﺍﺑﺮﺕ ﮐﯿﻮﺳﺎ‬

‫ﺗﻮﺍﻧﻨﺪ ﺑﻬﺘﺮ ﺍﺯ ﻣﮏﺩﻭﻧﺎﻟﺪ ﻫﻤﺒﺮﮔﺮ‬ ‫ﻫﺎ‬ ‫ﺧﯿ‬ ‫ﮐﻨﺪ ﮐﻪ‬ ‫ﮐﺘﺎﺏﻫﺎﯾﺶ ﺍﺷﺎﺭﻩ‬
‫ﺩﺭﺳﺖ ﮐﻨﻨﺪ ﺍﻣﺎ ﺁﻧﭽﻪ ﻣﮏ ﺩﻭﻧﺎﻟﺪ ﺭﺍ ﻣﻮﻓﻖ ﮐﺮﺩﻩ ﺳﯿﺴﺘﻢ ﻗﺪﺭﺗﻤﻨﺪﯼ ﺍﺳﺖ ﮐﻪ‬
‫ﺍﻓﺘﺪ‪ .‬ﻫﺴﺘﻨﺪ ﺍﻓﺮﺍﺩﯼ ﮐﻪ‬ ‫ﺗﻮﻟﯿﺪ ﻣﺤﺼﻮﻝ ﻭ ﻓﺮﻭﺵ ﺑﺮ ﺑﺴﺘﺮ ﺁﻥ ﺍﺗﻔﺎﻕ‬
‫ﺗﻮﺍﻧﻨﺪ‬ ‫ﻧ‬ ‫ﺗﻮﺍﻧﻨﺪ ﺑﺎ ﮐﯿﻔﯿﺖﺗﺮ ﺍﺯ ﻣﮏﺩﻭﻧﺎﻟﺪ ﻫﻤﺒﺮﮔﺮ ﺩﺭﺳﺖ ﮐﻨﻨﺪ ﻭ‬
‫ﮐﻪ ﻣﮏﺩﻭﻧﺎﻟﺪ ﺍﯾﺠﺎﺩ ﮐﺮﺩﻩ ﺭﺍ ﺑﺴﺎﺯﻧﺪ‪ .‬ﺳﯿﺴﺘﻢ ﻣﻬﻢﺗﺮ ﺍﺯ ﻣﺤﺼﻮﻝ‬ ‫ﺳﯿﺴﺘ‬
‫ﺍﺳﺖ‪.‬‬

‫ﺑﯿﻨﯿﺪ ﮐﻪ‬ ‫ﮔﻮﯾﺪ‪ :‬ﺍﮔﺮ ﺑﻪ ﺑﯿﻞ ﮔﯿﺘﺲ ﻣﺆﺳﺲ ﻣﺎﯾﮑﺮﻭﺳﺎﻓﺖ ﺑﻨﮕﺮﯾﺪ‬ ‫ﺍﻭ‬
‫ﻣﺤﺼﻮﻝ ﻧﺮﻡ ﺍﻓﺰﺍﺭﯼ ﺧﻮﺩ ﺭﺍ ﺍﺧﺘﺮﺍﻉ ﻧﮑﺮﺩﻩ ﺍﺳﺖ‪ .‬ﺍﻭ ﺁﻥﺭﺍ ﺍﺯ ﯾﮏ ﮔﺮﻭﻩ‬ ‫ﺍﻭ ﺣ‬
‫ﺑﺮﻧﺎﻣﻪﻧﻮﯾﺲ ﺭﺍﯾﺎﻧﻪ ﺧﺮﯾﺪ ﻭ ﺳﭙﺲ ﺑﻪ ﺳﻤﺖ ﺍﯾﺠﺎﺩ ﻗﺪﺭﺗﻤﻨﺪﺗﺮﯾﻦ ﻭ ﻣﺆﺛﺮﺗﺮﯾﻦ‬
‫ﺍﯾﺠﺎﺩ ﻧﮑﺮﺩ ﺍﻣﺎ‬ ‫ﺷﺮﮐﺖ ﺩﺭ ﺗﺎﺭﯾﺦ ﺟﻬﺎﻥ ﺣﺮﮐﺖ ﮐﺮﺩ‪ .‬ﮔﯿﺘﺲ ﻣﺤﺼﻮﻝ ﻋﻈﯿ‬
‫ﺭﺍ ﺍﯾﺠﺎﺩ ﮐﺮﺩ ﮐﻪ ﺑﻪ ﻭﯼ ﮐﻤﮏ ﮐﺮﺩ ﺗﺎ ﺛﺮﻭﺗﻤﻨﺪﺗﺮﯾﻦ‬ ‫ﺳﯿﺴﺘﻢ ﮐﺴﺐﻭﮐﺎﺭ ﻋﻈﯿ‬
‫ﺁﺯﺍﺭ‬ ‫ﻣﺮﺩ ﺟﻬﺎﻥ ﺷﻮﺩ‪ .‬ﺑﻨﺎﺑﺮﺍﯾﻦ ﺧﻮﺩﺗﺎﻥ ﺭﺍ ﺑﺮﺍﯼ ﺳﺎﺧﺘﻦ ﯾﮏ ﻣﺤﺼﻮﻝ ﻋﺎ‬
‫ﻧﺪﻫﯿﺪ‪ .‬ﺑﯿﺸﺘﺮ ﺭﻭﯼ ﺍﯾﺠﺎﺩ ﯾﮏ ﮐﺴﺐﻭﮐﺎﺭ ﺗﻤﺮﮐﺰ ﮐﻨﯿﺪ ﺗﺎ ﺑﺘﻮﺍﻧﯿﺪ ﯾﺎﺩ ﺑﮕﯿﺮﯾﺪ ﮐﻪ‬
‫ﺻﺎﺣﺐ ﮐﺴﺐﻭﮐﺎﺭ ﻋﻈﯿﻢ ﺷﻮﯾﺪ‪.‬‬

‫ﻣﺎﯾﮑﻞ ﺩِ ﻝ ﻣﺎﻟﮏ ﺷﺮﮐﺖ ﺭﺍﯾﺎﻧﻪﺍﯼ ﺩﻝ ﮐﺴﺐﻭﮐﺎﺭ ﭘﺎﺭﻩﻭﻗﺖ ﺧﻮﺩ ﺭﺍ ﺩﺭ‬

‫ﻣﺠﺒﻮﺭ ﺷﺪ ﺩﺍﻧﺸﮕﺎﻩ ﺭﺍ ﺗﺮﮎ ﮐﻨﺪ‬ ‫ﺧﻮﺍﺑﮕﺎﻩ ﺩﺍﻧﺸﮕﺎﻩ ﺗﮕﺰﺍﺱ ﺁﻏﺎﺯ ﮐﺮﺩ‪ .‬ﺍﻭ ﺣ‬
‫ﺯﯾﺮﺍ ﮐﺴﺐﻭﮐﺎﺭ ﭘﺎﺭﻩﻭﻗﺖ ﺍﻭ ﺑﯿﺶﺍﺯ ﻫﺮ ﺷﻐﻞ ﺩﯾﮕﺮﯼ ﮐﻪ ﺍﻭ ﺑﺮﺍﯾﺶ ﺗﺤﺼﯿﻞ‬
‫ﺗﻮﺍﻧﺴﺖ ﺑﺮﺍﯾﺶ ﺍﯾﺠﺎﺩ ﺛﺮﻭﺕ ﮐﻨﺪ‪.‬‬ ‫ﮐﺮﺩ‬

‫ﺍﯾﻦ ﻣﺰﯾﺖ ﺭﺍ‬ ‫ﭘﯿﻮﺳﺘﻦ ﺑﻪ ﯾﮏ ﺷﺒﮑﻪ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺍﺯ ﻧﻈﺮ ﺭﺍﺑﺮﺕ ﮐﯿﻮﺳﺎ‬
‫ﺷﻮﯾﺪ‪.‬ﺷﻤﺎ ﺑﻪ‬ ‫ﺩﺍﺭﺩ ﮐﻪ ﻣﺘﺤﻤﻞ ﺩﺭﺩﺳﺮﻫﺎ ﻭ ﻣﺸﻘﺎﺕ ﻓﺮﺍﯾﻨﺪ ﺳﯿﺴﺘﻢﺳﺎﺯﯼ ﻧ‬
‫ﺳﯿﺴﺘﻢ‬ ‫ﺗﻮﺍﻧﯿﺪ ﺩﺭ ﺩﻝ ﺁﻥ‬ ‫ﺁﯾﺪ ﻭ‬ ‫ﻋﻀﻮﯾﺖ ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺎﺭﺁﻣﺪ ﺩﺭ‬
‫ﺷﺒﮑﻪﺍﯼ‬ ‫ﻓﺮﻭﺵ ﻭ ﭘﻮﻟﺴﺎﺯﯼ ﺧﻮﺩﺗﺎﻥ ﺭﺍ ﺑﻨﺎ ﮐﻨﯿﺪ ﻭ ﺁﻥﺭﺍ ﺗﻮﺳﻌﻪ ﺩﻫﯿﺪ‪ .‬ﺑﺎﺯﺍﺭﯾﺎ‬

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 ‫‪4‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺩﻫﺪ ﮐﻪ ﺑﺎ ﻣﻌﺎﻓﯿﺖ ﺍﺯ ﻣﺸﮑﻼﺕ ﺭﺍﻩ ﺍﻧﺪﺍﺯﯼ ﯾﮏ‬ ‫ﺍﯾﻦ ﻓﺮﺻﺖ ﺭﺍ ﺑﻪ ﻫﻤﻪ‬

‫ﮐﺴﺐﻭﮐﺎﺭ ﺍﺯ ﺟﻤﻠﻪ ﺗﺠﺮﺑﻪ ﺑﺎﻻ ﻭ ﺳﺮﻣﺎﯾﻪ ﻫﻨﮕﻔﺖ ﺍﻭﻟﯿﻪ ﻓﺮﺍﯾﻨﺪ ﺳﯿﺴﺘﻢﺳﺎﺯﯼ ﻭ‬
‫ﺗﻮﺍﻥ ﮔﻔﺖ ﮐﻪ ﺩﺭ ﺩﻧﯿﺎﯼ ﺍﻗﺘﺼﺎﺩ ﻫﯿﭻ‬ ‫ﺭﺍ ﺗﺠﺮﺑﻪ ﮐﻨﻨﺪ‪ .‬ﺑﻪ ﺟﺮﺃﺕ‬ ‫ﮐﺎﺭﺁﻓﺮﯾ‬
‫ﮐﻨﺪ‪.‬‬ ‫ﺭﺍ ﺑﺮﺍﯼ ﺍﻓﺮﺍﺩ ﺧﻠﻖ ﻧ‬ ‫ﺣﻮﺯﻩ ﺍﯾﻦﭼﻨﯿﻦ ﻓﻀﺎ ﻭ ﻓﺮﺻ‬

‫ﮐﻨﻨﺪ‪ :‬ﮐﺎﺭﻣﻨﺪﯼ‬ ‫ﺧﻼﺻﻪ‪ :‬ﺍﻓﺮﺍﺩ ﺍﺯ ﭼﻬﺎﺭ ﻃﺮﯾﻖ ﮐﺴﺐ ﺩﺭ ﺁﻣﺪ‬

‫)ﺳﯿﺴﺘﻢﺳﺎﺯﯼ( ﺳﺮﻣﺎﯾﻪ ﮔﺬﺍﺭﯼ‪ .‬ﺩﺭﺁﻣﺪ ﻭ ﺍﻧﺒﺎﺷﺖ‬ ‫ﮐﺎﺭﺁﻓﺮﯾ‬ ‫ﺧﻮﯾﺶﻓﺮﻣﺎ‬
‫ﺛﺮﻭﺕ ﻓﺮﺍﻭﺍﻥ ﻣﺘﻌﻠﻖ ﺑﻪ ﺩﻭ ﺭﻭﺵ ﺁﺧﺮ ﺍﺳﺖ‪ .‬ﺳﻪ ﺭﺍﻩ ﺑﺮﺍﯼ ﻗﺮﺍﺭﮔﺮﻓﺘﻦ ﺩﺭ ُﺯﻣﺮﻩ‬
‫ﺍﺯ ﻣﻮﺛﺮﺗﺮﯾﻦ ﺭﻭﺵﻫﺎ ﺩﺭ‬ ‫ﮐﺎﺭﺁﻓﺮﯾﻨﺎﻥ ﺛﺮﻭﺗﻤﻨﺪ ﻭﺟﻮﺩ ﺩﺍﺭﺩ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﯾ‬
‫ﻭ ﺗﺒﺪﯾﻞﺷﺪﻥ‬ ‫ﺍﯾﻦ ﺯﻣﯿﻨﻪ ﺍﺳﺖ‪.‬ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﻣﻘﺪﻣﻪ ﻭ ﺑﺴﺘﺮﺳﺎﺯ ﮐﺎﺭﺁﻓﺮﯾ‬
‫ﺑﻪ ﯾﮏ ﺑﯿﺰﯾﻨﺲﻣﻦ ﻣﻮﻓﻖ ﺍﺳﺖ‪ .‬ﺩﺭﺱﻫﺎﯼ ﺩﺍﻧﺸﮕﺎﻩ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺍﻓﺮﺍﺩ ﺭﺍ‬
‫ﮐﻨﺪ‪.‬‬ ‫ﺑﺮﺍﯼ ﺳﯿﺴﺘﻢﺳﺎﺯﯼ ﻭ ﺭﺍﻩﺍﻧﺪﺍﺯﯼ ﺷﺒﮑﻪﻫﺎﯼ ﺑﺰﺭﮒ ﺍﻗﺘﺼﺎﺩﯼ ﺁﻣﺎﺩﻩ‬

‫ﮐﻪ ﺩﺭ‬ ‫ﺍﻣﯿﺪﻭﺍﺭﻡ ﺑﺎ ﺧﻮﺍﻧﺪﻥ ﺍﯾﻦ ﮐﺘﺎﺏ ﺩﯾﺪ ﺑﻬﺘﺮﯼ ﺑﻪ ﺍﯾﻦ ﺣﺮﻓﻪ ﻭ ﺻﻨﻌ‬
‫ﺁﻥ ﻓﻌﺎﻟﯿﺪ ﺑﺪﺳﺖ ﺁﻭﺭﯾﺪ‪.‬‬

‫ﻣﺴﻌﻮﺩ ﻟﻌ‬

‫ﻧﻮﯾﺴﻨﺪﻩ ﻭ ﺳﺨﻨﺮﺍﻥ ﺍﻧﮕﯿﺰ‬

‫‪Masoodlaali.com‬‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪5‬‬

‫ﺳﻪ ﻧﻮﻉ ﺳﯿﺘﺴﻢ ﮐﺴﺐﻭﮐﺎﺭ‬

‫ﺣﺮﮐﺖ ﮐﻨﯿﺪ ﺑﻪﺧﺎﻃﺮ ﺑﯿﺎﻭﺭﯾﺪ ﮐﻪ‬ ‫ﺧﻮﺍﻫﯿﺪ ﺑﻪ ﺳﻤﺖ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫ﻭﻗ‬

‫ﺷﻮﯾﺪ ﻭ ﺍﻓﺮﺍﺩﯼ ﺭﺍ ﺍﺳﺘﺨﺪﺍﻡ ﮐﻨﯿﺪ ﺗﺎ‬ ‫ﻫﺪﻑ ﺷﻤﺎ ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﺻﺎﺣﺐ ﺳﯿﺴﺘ‬
‫ﺗﻮﺍﻧﯿﺪ ﺍﯾﻦ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺭﺍ ﺧﻮﺩﺗﺎﻥ‬ ‫ﺍﯾﻦ ﺳﯿﺴﺘﻢ ﺭﺍ ﺑﺮﺍﯾﺘﺎﻥ ﻓﻌﺎﻝ ﮐﻨﻨﺪ ﺷﻤﺎ‬
‫ﺍﯾﺠﺎﺩ ﮐﻨﯿﺪ ﯾﺎ ﺳﯿﺴﺘﻢ ﺍﺯ ﻗﺒﻞ ﺍﯾﺠﺎﺩﺷﺪﻩﺍﯼ ﺭﺍ ﺧﺮﯾﺪﺍﺭﯼ ﮐﻨﯿﺪ‪ .‬ﺍﯾﻦ ﺳﯿﺴﺘﻢ ﺭﺍ‬
‫‪.‬‬ ‫ﻭﺍﺳﺘﻘﻼﻝ ﻣﺎ‬ ‫ﺩﺭﻧﻈﺮ ﺑﮕﯿﺮﯾﺪ ﺑﻪ ﺳﻮﯼ ﮐﺎﺭ ﺁﻓﺮﯾ‬ ‫ﻫﻤﭽﻮﻥ ﭘ‬

‫ﺩﺍﺭﻧﺪ ﮐﻪ ﻋﺒﺎﺭﺗﻨﺪ ﺍﺯ‪:‬‬ ‫ﺍﻣﺮﻭﺯﻩ ﺳﯿﺴﺘﻢﻫﺎﯼ ﮐﺎﺭﯼ ﺳﻪ ﻧﻮﻉ ﺍﺻ‬

‫ﮐﻨﯿﺪ‪.‬‬ ‫ﮐﻪ ﺷﻤﺎ ﺳﯿﺴﺘﻢ ﺭﺍ ﺍﯾﺠﺎﺩ‬ ‫‪ .١‬ﺷﺮﮐﺖﻫﺎﯼ ﺑﺎﺯﺭﮔﺎ‬

‫‪ .٢‬ﺷﺮﮐﺖﻫﺎﯼ ﺑﺎ ﺣﻖ ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ ﮐﻪ ﯾﮏ ﺳﯿﺴﺘﻢ ﺍﯾﺠﺎﺩﺷﺪﻩ ﺭﺍ‬

‫ﺧﺮﯾﺪ‪).‬ﻓﺮﺍﻧﺸﯿﺰ(‬

‫ﺍﺯ ﯾﮏ ﺳﯿﺴﺘﻢ‬ ‫ﺷﺒﮑﻪﺍﯼ ﮐﻪ ﺑﺎ ﺧﺮﯾﺪ ﺳﻬﺎﻡ ﺁﻥ ﺑﺨ‬ ‫‪ .٣‬ﺑﺎﺯﺍﺭﯾﺎ‬

‫ﺷﻮﯾﺪ‪.‬‬ ‫ﺍﯾﺠﺎﺩﺷﺪﻩ‬

‫ﻫﺮ ﯾﮏ ﺍﺯ ﺍﯾﻦ ﺳﻪ ﻧﻮﻉ ﻧﻘﺎﻁ ﻗﻮﺕ ﻭ ﺿﻌﻒ ﺧﻮﺩ ﺭﺍ ﺩﺍﺭﻧﺪ‪ .‬ﺑﺎ ﺍﯾﻦ ﺣﺎﻝ ﺩﺭ‬
‫ﺩﻫﻨﺪ‪ .‬ﭼﻨﺎﻧﭽﻪ ﻫﺮ ﯾﮏ ﺍﺯ ﺍﯾﻦ ﺳﯿﺴﺘﻢﻫﺎ ﺑﻪﺩﺭﺳ‬ ‫ﻧﻬﺎﯾﺖ ﯾﮏ ﮐﺎﺭ ﺭﺍ ﺍﻧﺠﺎﻡ‬
‫ﺍﯾﺠﺎﺩ‬ ‫ﺍﺟﺮﺍ ﺷﻮﻧﺪ ﺑﻪﻣﺤﺾ ﺍﯾﻨﮑﻪ ﺍﯾﺠﺎﺩ ﺷﺪﻩ ﻭ ﻓﻌﺎﻝ ﺷﻮﻧﺪ ﺩﺭﺁﻣﺪ ﺧﻮ‬
‫ﺻﻮﺭﺕ ﺩﻫﺪ‪.‬‬ ‫ﭼﻨﺪﺍ‬ ‫ﺁﻧﮑﻪ ﻻﺯﻡ ﺑﺎﺷﺪ ﺻﺎﺣﺐ ﺳﯿﺴﺘﻢ ﺗﻼﺵ ﻓﯿﺰﯾ‬ ‫ﮐﻨﻨﺪ‬
‫ﺑﺨﺶ ﺩﺷﻮﺍﺭ ﺍﯾﺠﺎﺩ ﻭ ﺭﺍﻩﺍﻧﺪﺍﺯﯼ ﺳﯿﺴﺘﻢ ﺍﺳﺖ‪.‬‬

‫ﭘﺮﺳﯿﺪﻧﺪ‪» :‬ﭼﺮﺍ ﺧﺎﻧﻪ ﻧﺪﺍﺭﯾﺪ؟« ﻣﻦ ﻭ ﮐﯿﻢ‬ ‫ﻣﺮﺩﻡ‬ ‫ﺩﺭ ﺳﺎﻝ‪ ١٩٨٥‬ﻭﻗ‬

‫ﮔﻔﺘﯿﻢ‪» :‬ﻣﺎ ﻣﺸﻐﻮﻝ ﺍﯾﺠﺎﺩ ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﻫﺴﺘﯿﻢ‪«.‬‬ ‫ﺑﻪﺳﺎﺩ‬

‫ﻭ ﺑﺎ‬ ‫ﺍﺯ ﺷﺮﮐﺖﻫﺎﯼ ﺑﺎﺯﺭﮔﺎ‬ ‫ﺍﯾﻦ ﻧﻮﻋﯽ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺑﻮﺩ ﮐﻪ ﺩﺭﻭﺍﻗﻊ ﯾ‬
‫ﻧﯿﺎﺯﻣﻨﺪ ﺑﺮﺧﻮﺭﺩﺍﺭﯼ ﺍﺯ ﺩﺍﻧﺶ‬ ‫ﺷﺪ‪ .‬ﮐﺎﺭﺁﻓﺮﯾ‬ ‫ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ ﻣﺤﺴﻮﺏ‬
‫ﺍﺳﺖ‪.‬‬ ‫ﺳﯿﺴﺘﻢﻫﺎ ﻭ ﻧﯿﺮﻭﯼ ﺍﻧﺴﺎ‬

‫ﺳﺨﺖ ﺑﻮﺩ‪.‬‬ ‫ﺑﺮ ﺍﯾﺠﺎﺩ ﺳﯿﺴﺘﻢ ﺧﻮﺩﻣﺎﻥ ﺑﻪﻣﻌﻨﺎﯼ ﺗﻼ‬ ‫ﺗﺼﻤﯿﻢ ﻣﺎ ﻣﺒ‬

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 ‫‪6‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺍﯾﻦ ﺭﺍﻩ ﺭﺍ ﺭﻓﺘﻪ ﺑﻮﺩﻡ ﻭ ﺷﺮﮐﺖ ﻣﻦ ﺑﺎ ﺷﮑﺴﺖ ﻣﻮﺍﺟﻪ ﺷﺪﻩ ﺑﻮﺩ‪ .‬ﮔﺮﭼﻪ‬ ‫ﻣﻦ ﻗﺒ‬
‫ﺑﻪ ﻣﺪﺕ ﭼﻨﺪ ﺳﺎﻝ ﻣﻮﻓﻖ ﺑﻮﺩ ﺍﻣﺎ ﻧﺎﮔﻬﺎﻥ ﺩﺭ ﭘﻨﺠﻤﯿﻦ ﺳﺎﻝ ﻓﻌﺎﻟﯿﺖ ﻭﺭﺷﮑﺴﺖ‬
‫ﻣﻮﻓﻘﯿﺖ ﺑﻪ ﻣﺎ ﺭﻭﯼ ﺁﻭﺭﺩ ﺳﯿﺴﺘﻢ ﻣﺎ ﺟﻮﺍﺑﮕﻮﯼ ﺁﻥ ﻧﺒﻮﺩ ﺑﻪﻫﻤﯿﻦ‬ ‫ﺷﺪ‪ .‬ﻭﻗ‬
‫ﺑﻮﺩﯾﻢ ﺍﻣﺎ ﺳﯿﺴﺘﻢ ﺷﺮﻭﻉ ﺑﻪ ﺗﺰﻟﺰﻝ ﻧﻤﻮﺩ‪.‬‬ ‫ﺩﻟﯿﻞ ﮔﺮﭼﻪ ﺍﻓﺮﺍﺩ ﺳﺨﺖﮐﻮ‬
‫ﺍﺣﺴﺎﺱ ﻣﺎ ﻣﺜﻞ ﺍﯾﻦ ﺑﻮﺩ ﮐﻪ ﺳﻮﺍﺭ ﺑﺮ ﻗﺎﯾﻘﯽ ﺑﺰﺭﮒ ﻫﺴﺘﯿﻢ ﮐﻪ ﺳﻮﺭﺍﺧﯽ ﺩﺭ ﺁﻥ‬
‫ﭘﯿﺪﺍ ﺷﺪﻩ ﺍﺳﺖ ﺍﻣﺎ ﻣﺎ ﻧﺘﻮﺍﻧﺴﺘﯿﻢ ﺁﻥ ﺳﻮﺭﺍﺥ ﺭﺍ ﭘﯿﺪﺍ ﮐﻨﯿﻢ‪ .‬ﻫﻤﻪﻣﺎﻥ ﺗﻼﺵ‬
‫ﮐﻪ ﻭﺍﺭﺩ ﻗﺎﯾﻖ ﺷﺪﻩ‬ ‫ﮐﺮﺩﯾﻢ ﺑﻔﻬﻤﯿﻢ ﺍﯾﻦ ﺳﻮﺭﺍﺥ ﮐﺠﺎﺳﺖ ﺍﻣﺎ ﻗﺎﺩﺭ ﻧﺒﻮﺩﯾﻢ ﺁ‬
‫ﺑﻮﺩ ﺭﺍ ﺑﻪﺳﺮﻋﺖ ﺗﺨﻠﯿﻪ ﮐﻨﯿﻢ ﺗﺎ ﻣﺤﻞ ﺳﻮﺭﺍﺥ ﺭﺍ ﭘﯿﺪﺍ ﮐﻨﯿﻢ ﻭ ﺗﻌﻤﯿﺮﺵ ﻧﻤﺎﯾﯿﻢ‪.‬‬
‫ﮐﺮﺩﯾﻢ ﻣﻄﻤﺌﻦ ﻧﺒﻮﺩﯾﻢ ﮐﻪ ﺑﺘﻮﺍﻧﯿﻢ ﺍﺯ ﭘﺲ ﺗﻌﻤﯿﺮﺵ‬ ‫ﺍﮔﺮ ﺁﻥﺭﺍ ﭘﯿﺪﺍ‬ ‫ﺣ‬
‫ﺑﺮﺁﯾﯿﻢ‪.‬‬

‫ﻣﻤﮑﻦ ﺍﺳﺖ ﺩﻭ ﯾﺎ ﺳﻪ ﺷﺮﮐﺖ ﺭﺍ ﺍﺯ ﺩﺳﺖ ﺑﺪﻫﯿﺪ‬

‫ﻣﺸﻐﻮﻝ ﺗﺤﺼﯿﻞ ﺩﺭ ﺩﺑﯿﺮﺳﺘﺎﻥ ﺑﻮﺩﻡ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﺑﻪ ﭘﺴﺮﺵ ﻭ ﻣﻦ‬ ‫ﻭﻗ‬

‫ﺑﯿﺴﺖ ﺳﺎﻝ ﺩﺍﺷﺘﻪ ﯾﮏ ﺷﺮﮐﺖ ﺭﺍ ﺍﺯ ﺩﺳﺖ ﺩﺍﺩﻩ ﺍﺳﺖ‪ .‬ﺍﻭ‬ ‫ﮔﻔﺖ ﮐﻪ ﻭﻗ‬
‫ﺍﻡ ﺑﻮﺩ‪ .‬ﺍﻟﺒﺘﻪ ﺩﺭﺳﺖ ﺍﺳﺖ ﮐﻪ ﺍﺯ‬ ‫ﮔﻔﺖ‪» :‬ﺍﯾﻦ ﺑﻬﺘﺮﯾﻦ ﻭ ﺑﺪﺗﺮﯾﻦ ﺗﺠﺮﺑﻪ ﺯﻧﺪ‬
‫ﺁﻥ ﺑﯿﺰﺍﺭﻡ ﺍﻣﺎ ﺑﺎ ﺍﺻﻼﺡ ﺁﻥ ﻭ ﺩﺭﻧﻬﺎﯾﺖ ﺗﺒﺪﯾﻞﮐﺮﺩﻥ ﺁﻥ ﺑﻪ ﯾﮏ ﻣﻮﻓﻘﯿﺖ ﻋﻈﯿﻢ‬
‫ﭼﯿﺰﻫﺎ ﯾﺎﺩ ﮔﺮﻓﺘﻢ‪«.‬‬ ‫ﺧﯿ‬

‫ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﻣﺘﻮﺟﻪ ﺷﺪ ﮐﻪ ﺩﺭ ﻓﮑﺮ ﺍﯾﺠﺎﺩ ﺷﺮﮐﺖ ﺧﻮﺩﻡ ﻫﺴﺘﻢ ﺑﻪ‬ ‫ﻭﻗ‬
‫ﻣﻤﮑﻦ‬ ‫ﺑﻪ ﺷﺮﮐﺖ ﺍﯾﺪﻩﺁﻝ ﺧﻮﺩ ﺩﺳﺖ ﯾﺎ‬ ‫ﻣﻦ ﮔﻔﺖ‪» :‬ﻗﺒﻞ ﺍﺯ ﺍﯾﻨﮑﻪ ﺑﺘﻮﺍ‬
‫ﺍﺳﺖ ﺩﻭ ﯾﺎ ﺳﻪ ﺷﺮﮐﺖ ﺭﺍ ﺍﺯ ﺩﺳﺖ ﺑﺪﻫﯽ‪«.‬‬

‫ﺍﻭ ﺩﺭ ﺣﺎﻝ ﺗﻌﻠﯿﻢ ﭘﺴﺮﺵ ﻣﺎﯾﮏ ﺑﻮﺩ ﺗﺎ ﻣﺴﺌﻮﻟﯿﺖ ﺍﻣﭙﺮﺍﻃﻮﺭﯼ ﺍﻭ ﺭﺍ ﺑﺪﺳﺖ‬

‫ﺑﻮﺩ ﻭ ﻣﻦ ﻗﺮﺍﺭ ﻧﺒﻮﺩ ﻫﯿﭻ ﺍﻣﭙﺮﺍﻃﻮﺭﯼ ﺭﺍ ﺑﻪ‬ ‫ﮔﯿﺮﺩ ﺍﻣﺎ ﭘﺪﺭ ﻣﻦ ﯾﮏ ﮐﺎﺭﻣﻨﺪ ﺩﻭﻟ‬
‫ﺍﺭﺙ ﺑﺒﺮﻡ ﻭ ﻣﺠﺒﻮﺭ ﺑﻮﺩﻡ ﺍﻣﭙﺮﺍﻃﻮﺭﯼ ﺧﻮﺩﻡ ﺭﺍ ﺑﺴﺎﺯﻡ‪.‬‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪7‬‬

‫ﻣﻮﻓﻘﯿﺖ ﻣﻌﻠﻢ ﻓﻘﯿﺮﯼ ﺍﺳﺖ‬

‫ﺩﺭ‬ ‫ﮔﻔﺖ‪» :‬ﻣﻮﻓﻘﯿﺖ ﻣﻌﻠﻢ ﻓﻘﯿﺮﯼ ﺍﺳﺖ‪ .‬ﻭﻗ‬ ‫ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﻫﻤﯿﺸﻪ‬
‫ﺷﻮﯾﻢ ﺑﯿﺸﺘﺮﯾﻦ ﻣﻄﺎﻟﺐ ﺭﺍ ﺩﺭ ﻣﻮﺭﺩ‬ ‫ﻣﺴﯿﺮ ﻣﻮﻓﻘﯿﺖ ﺑﺎ ﺷﮑﺴﺖ ﻣﻮﺍﺟﻪ‬
‫ﺍﺯ ﻓﺮﺁﯾﻨﺪ‬ ‫ﺁﻣﻮﺯﯾﻢ‪ ...‬ﭘﺲ ﺍﺯ ﺷﮑﺴﺖ ﻧﻬﺮﺍﺳﯿﺪ‪ .‬ﺷﮑﺴﺖ ﺑﺨ‬ ‫ﺧﻮﺩﻣﺎﻥ‬
‫ﺗﻮﺍﻧﯿﺪ ﺑﺪﻭﻥ ﺷﮑﺴﺖ ﺑﻪ ﻣﻮﻓﻘﯿﺖ ﺩﺳﺖ ﯾﺎﺑﯿﺪ‪ .‬ﺍﻓﺮﺍﺩ‬ ‫ﻣﻮﻓﻘﯿﺖ ﺍﺳﺖ‪ .‬ﺷﻤﺎ ﻧ‬
‫ﺧﻮﺭﻧﺪ‪«.‬‬ ‫ﻫﺴﺘﻨﺪ ﮐﻪ ﻫﺮﮔﺰ ﺷﮑﺴﺖ ﻧ‬ ‫ﻧﺎﻣﻮﻓﻖ ﮐﺴﺎ‬

‫ﺩﺭﺳﺖ ﺑﻮﺩ ﺯﯾﺮﺍ ﺩﺭ ﺳﺎﻝ‪ ١٩٨٤‬ﺳﻮﻣﯿﻦ ﺷﺮﮐﺖ‬ ‫ﻇﺎﻫﺮﴽ ﺍﯾﻦ ﭘﯿﺸﮕﻮ‬

‫ﻣﻦ ﻭﺭﺷﮑﺴﺖ ﺷﺪ‪ .‬ﻣﻦ ﻣﯿﻠﯿﻮﻥﻫﺎ ﺩﻻﺭ ﺑﺪﺳﺖ ﺁﻭﺭﺩﻡ ﻭ ﻣﯿﻠﯿﻮﻥﻫﺎ ﺩﻻﺭ ﺍﺯ ﺩﺳﺖ‬
‫ﮐﺮﺩﻡ‪ .‬ﺩﺭ ﻫﻤﺎﻥ ﺯﻣﺎﻥ ﺑﺎ ﮐﯿﻢ ﺁﺷﻨﺎ‬ ‫ﺩﺍﺩﻡ ﻭ ﺑﺎﯾﺪ ﻫﻤﻪ ﭼﯿﺰ ﺭﺍ ﺩﻭﺑﺎﺭﻩ ﺍﺯ ﻧﻮ ﺁﻏﺎﺯ‬
‫ﺷﺪﻡ‪ .‬ﻣﻄﻤﺌﻦ ﺑﻮﺩﻡ ﮐﻪ ﺍﻭ ﺑﻪﺧﺎﻃﺮ ﭘﻮﻝ ﺑﺎ ﻣﻦ ﺍﺯﺩﻭﺍﺝ ﻧﮑﺮﺩﻩ ﺯﯾﺮﺍ ﺩﺭ ﺁﻥ ﺯﻣﺎﻥ‬
‫ﺑﻪ ﺍﻭ ﮔﻔﺘﻢ ﮐﻪ ﻗﺼﺪ ﺩﺍﺭﻡ ﭼﻬﺎﺭﻣﯿﻦ ﺷﺮﮐﺘﻢ ﺭﺍ ﺗﺄﺳﯿﺲ‬ ‫ﻧﺪﺍﺷﺘﻢ‪ .‬ﻭﻗ‬ ‫ﻫﯿﭻ ﭘﻮ‬
‫ﺟﺎ ﻧﺰﺩ‪ .‬ﭘﺎﺳﺦ ﺍﻭ ﺍﯾﻦ ﺑﻮﺩ‪» :‬ﻣﻦ ﻫﻢ ﺩﺭ ﺳﺎﺧﺘﻦ ﺁﻥ ﺑﺎ ﺗﻮ ﻫﻤﺮﺍﻩ ﺧﻮﺍﻫﻢ‬ ‫ﮐﻨﻢ ﺍﻭ ﺍﺻ‬
‫ﺷﺪ‪ «.‬ﻭ ﭘﺎﯼ ﺣﺮﻓﺶ ﺍﯾﺴﺘﺎﺩ‪ .‬ﻣﺎ ﻫﻤﺮﺍﻩ ﺑﺎ ﯾﮏ ﺷﺮﯾﮏ ﺩﯾﮕﺮ ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺑﺎ‬
‫‪ ١١‬ﺩﻓﺘﺮ ﺩﺭ ﺳﺮﺗﺎﺳﺮ ﺟﻬﺎﻥ ﺍﺑﺪﺍﻉ ﮐﺮﺩﯾﻢ ﮐﻪ ﺑﺪﻭﻥ ﮐﺎﺭﮐﺮﺩﻥ ﻣﺎ ﻫﻢ ﺍﯾﺠﺎﺩ ﺩﺭﺁﻣﺪ‬
‫ﮐﺮﺩ‪ .‬ﺳﺎﺧﺘﻦ ﺍﯾﻦ ﺷﺮﮐﺖ ﺍﺯ ﻫﯿﭻ ﺑﻪ ‪ ١١‬ﺩﻓﺘﺮ ﭘﻨﺞ ﺳﺎﻝ ﺗﻤﺎﻡ ﺧﻮﻥ ﺩﻝ ﻋﺮﻕ‬
‫ﺟﺒﯿﻦ ﻭ ﺍﺷﮏ ﭼﺸﻢ ﺑﻪ ﻫﻤﺮﺍﻩ ﺩﺍﺷﺖ! ﺍﻣﺎ ﺑﻪ ﻧﺘﯿﺠﻪ ﺭﺳﯿﺪ‪ .‬ﻫﺮ ﺩﻭ ﭘﺪﺭﻡ ﺍﺯ ﺍﯾﻦ‬
‫ﻣﻮﺿﻮﻉ ﺧﻮﺷﺤﺎﻝ ﺑﻮﺩﻧﺪ ﻭ ﺻﻤﯿﻤﺎﻧﻪ ﺑﻪ ﻣﻦ ﺗﺒﺮﯾﮏ ﮔﻔﺘﻨﺪ )ﻫﺮ ﺩﻭﯼ ﺁﻥﻫﺎ ﺩﺭ‬
‫ﺍﺯ ﺩﺳﺖ ﺩﺍﺩﻩ ﺑﻮﺩﻧﺪ(‪.‬‬ ‫ﺗﺠﺮﺑﻪﻫﺎﯼ ﺷﺮﮐﺖﺩﺍﺭﯼ ﻗﺒﻞ ﻣﻦ ﭘﻮﻝﻫﺎ‬

‫ﺑﺨﺶ ﺍﺻ‬

‫ﮔﻔﺖ‪» :‬ﻫﺮﮔﺰ ﻧﺨﻮﺍﻫﻢ ﻓﻬﻤﯿﺪ ﺁﯾﺎ‬ ‫ﻣﺎﯾﮏ ﭘﺴﺮ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﺍﻏﻠﺐ ﺑﻪ ﻣﻦ‬
‫ﺗﻮﺍﻧﻢ ﮐﺎﺭﯼ ﮐﻪ ﺗﻮ ﯾﺎ ﭘﺪﺭﻡ ﺍﻧﺠﺎﻡ ﺩﺍﺩﯾﺪ ﺭﺍ ﺍﻧﺠﺎﻡ ﺩﻫﻢ‪ .‬ﺍﯾﻦ ﺳﯿﺴﺘﻢ ﺑﻪ ﻣﻦ‬
‫ﺩﺍﺩﻩ ﺷﺪ ﻭ ﺗﻨﻬﺎ ﮐﺎﺭﯼ ﮐﻪ ﻻﺯﻡ ﺍﺳﺖ ﺍﻧﺠﺎﻡ ﺩﻫﻢ ﺁﻣﻮﺧﺘﻦ ﻧﺤﻮﻩﯼ ﺍﺩﺍﺭﻩ ﺁﻥ‬

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 ‫‪8‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺍﺳﺖ‪«.‬‬

‫ﺗﻮﺍﻧﺴﺖ ﺳﯿﺴﺘﻢ ﻣﻮﻓﻘﯽ ﺑﺮﺍﯼ ﺧﻮﺩ ﺍﯾﺠﺎﺩ ﮐﻨﺪ‬ ‫ﻣﻦ ﺍﻃﻤﯿﻨﺎﻥ ﺩﺍﺭﻡ ﮐﻪ ﺍﻭ‬
‫ﺍﺯ ﭘﺪﺭﺵ ﺁﻣﻮﺧﺘﻪ ﺑﻮﺩ‪ .‬ﺑﺎ ﺍﯾﻦ ﺣﺎﻝ ﻣﻨﻈﻮﺭ ﺍﻭ ﺑﺮﺍﯾﻢ‬ ‫ﺯﯾﺮﺍ ﺍﯾﻦ ﮐﺎﺭ ﺭﺍ ﺑﻪﺧﻮ‬
‫ﻗﺎﺑﻞ ﺩﺭﮎ ﺑﻮﺩ‪ .‬ﺑﺨﺶ ﺩﺷﻮﺍﺭ ﺩﺭ ﺧﺼﻮﺹ ﺍﯾﺠﺎﺩ ﯾﮏ ﺷﺮﮐﺖ ﺍﺯ ﺻﻔﺮ ﺍﯾﻦ ﺍﺳﺖ‬
‫ﮐﻪ ﺳﯿﺴﺘﻢ ﺭﺍ‬ ‫ﮐﻪ ﺷﻤﺎ ﺑﺎ ﺩﻭ ﻣﺘﻐﯿﺮ ﺑﺰﺭﮒ ﻣﻮﺍﺟﻪ ﻫﺴﺘﯿﺪ‪ :‬ﺳﯿﺴﺘﻢ ﻭ ﮐﺴﺎ‬
‫ﺍﻓﺮﺍﺩ ﻭ ﺳﯿﺴﺘﻢ ﺩﺍﺭﺍﯼ ﺍﺷﮑﺎﻝ ﺑﺎﺷﻨﺪ‬ ‫ﺳﺎﺯﻧﺪ‪ .‬ﺍﮔﺮ ﻫﺮ ﺩﻭﯼ ﺍﯾﻦ ﻣﺘﻐﯿﺮﻫﺎ ﯾﻌ‬
‫ﻭﻗﺖﻫﺎ ﻓﻬﻤﯿﺪﻥ ﺍﯾﻨﮑﻪ ﺁﯾﺎ ﺍﯾﻦ ﺷﮑﺴﺖ‬ ‫ﺍﻣﮑﺎﻥ ﺷﮑﺴﺖ ﺑﺴﯿﺎﺭ ﺯﯾﺎﺩ ﺍﺳﺖ‪ .‬ﺑﻌ‬
‫ﺍﺯ ﺍﻓﺮﺍﺩ ﯾﺎ ﺳﯿﺴﺘﻢ ﺍﺳﺖ ﮐﺎﺭ ﺩﺷﻮﺍﺭﯼ ﺍﺳﺖ‪.‬‬ ‫ﻧﺎ‬

‫ﻗﺒﻞ ﺍﺯ ﺍﻣﺘﯿﺎﺯﻫﺎﯼ ﻓﺮﻭﺵ‬

‫ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﺁﻣﻮﺯﺵ ﻣﻦ ﺑﺮﺍﯼ ﺗﺒﺪﯾﻞﺷﺪﻥ ﺑﻪ ﯾﮏ ﮐﺎﺭﺁﻓﺮﯾﻦ ﺭﺍ ﺁﻏﺎﺯ ﮐﺮﺩ‬ ‫ﻭﻗ‬

‫ﺑﺮ‬ ‫ﺗﻨﻬﺎ ﯾﮏ ﻧﻮﻉ ﺭﺷﺘﻪ ﻭﺟﻮﺩ ﺩﺍﺷﺖ ﮐﺎﺭﯼ ﺑﺰﺭﮒ ﯾﮏ ﺷﺮﮐﺖ ﻋﻤﺪﻩ ﮐﻪ ﻣﻌﻤﻮ‬
‫ﺻﻨﻌﺖ ﮐﺎﺷﺖ ﺷﮑﺮ ﺑﻮﺩ ﮐﻪ ﺗﻘﺮﯾﺒﴼ‬ ‫ﺷﻬﺮ ﺗﺴﻠﻂ ﺩﺍﺷﺖ‪ .‬ﺩﺭ ﺷﻬﺮ ﻣﺎ ﺩﺭ ﻫﺎﻭﺍ‬
‫ﻫﻤﻪﭼﯿﺰ ﺍﺯ ﺟﻤﻠﻪ ﺳﺎﯾﺮ ﺷﺮﮐﺖﻫﺎﯼ ﺑﺰﺭﮒ ﺭﺍ ﺗﺤﺖ ﮐﻨﺘﺮﻝ ﺩﺍﺷﺖ‪ .‬ﺁﻥﻫﺎ ﺷﺮﮐﺖﻫﺎﯼ‬
‫ﺑﻮﺩﻧﺪ ﮐﻪ ﺑﻪ ﺷﺮﮐﺖﻫﺎﯼ ﻣﺘﻮﺳﻂﺗﺮ ﺍﺟﺎﺯﻩ‬ ‫ﺍﺯ ﻧﻮﻉ ﺧﻮﯾﺶﻓﺮﻣﺎ‬ ‫ﻋﻈﯿﻢ ﺧﺎﻧﻮﺍﺩ‬
‫ﺩﺍﺩﻧﺪ‪.‬‬ ‫ﺭﺷﺪ ﻧ‬

‫ﻣﺜﻞ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﻭ ﻣﻦ ﺍﯾﻦ ﻧﺒﻮﺩ ﮐﻪ ﺑﺘﻮﺍﻧﯿﻢ ﻫﻢﺳﻄﺢ ﺑﺎ ﺍﯾﻦ‬ ‫ﻫﺪﻑ ﮐﺴﺎ‬
‫ﻫﺎ ﻭ ﻣﺮﺩﻡ‬ ‫ﻫﺎ ﭼﯿ‬ ‫ﺷﺮﮐﺖﻫﺎﯼ ﻋﻈﯿﻢ ﺷﮑﺮ ﮐﺎﺭ ﮐﻨﯿﻢ‪ .‬ﺍﻗﻠﯿﺖﻫﺎ ﻣﺜﻞ ﮊﺍﭘ‬
‫ﮐﺮﺩﻧﺪ ﺍﻣﺎ ﻫﺮﮔﺰ ﺍﺟﺎﺯﻩ ﻧﺪﺍﺷﺘﻨﺪ ﻭﺍﺭﺩ ﻫﯿﺌﺖ ﻣﺪﯾﺮﻩ‬ ‫ﺩﺭ ﻣﺰﺍﺭﻉ ﮐﺎﺭ‬ ‫ﻫﺎﻭﺍ‬
‫ﺷﻮﻧﺪ ﺩﺭﻧﺘﯿﺠﻪ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﻫﻤﻪ ﭼﯿﺰ ﺭﺍ ﺻﺮﻓﴼ ﻃﯽ ﺁﺯﻣﻮﻥ ﻭ ﺧﻄﺎ ﺁﻣﻮﺧﺘﻪ ﺑﻮﺩ‪.‬‬

‫ﺩﺭ ﻣﻮﺭﺩ »ﺍﻣﺘﯿﺎﺯﻫﺎﯼ‬ ‫ﺩﻭﺭﻩ ﺩﺑﯿﺮﺳﺘﺎﻥ ﺭﺍ ﺁﻏﺎﺯ ﮐﺮﺩﻡ ﮐﻢﮐﻢ ﻣﻄﺎﻟ‬ ‫ﻭﻗ‬
‫ﻓﺮﻭﺵ« ﺑﻪ ﮔﻮﺷﻢ ﺧﻮﺭﺩ ﺍﻣﺎ ﻫﯿﭻﯾﮏ ﺍﺯ ﺁﻥﻫﺎ ﻫﻨﻮﺯ ﺑﻪ ﺷﻬﺮ ﮐﻮﭼﮏ ﻣﺎ ﺭﺍﻩ ﻧﯿﺎﻓﺘﻪ‬
‫ﯾﺎ ﺗﺎﮐﻮﯾﻞ‬ ‫ﺑﻮﺩ‪ .‬ﻣﺎ ﻫﻨﻮﺯ ﭼﯿﺰﯼ ﺩﺭ ﺧﺼﻮﺹ ﻣﮏﺩﻭﻧﺎﻟﺪ ﻣﺮﻍ ﺳﻮﺧﺎﺭﯼ ﮐﻨﺘﺎ‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪9‬‬

‫ﺩﯾﺪﻡ ﺁﻥﻫﺎ ﻫﻨﻮﺯ ﺑﻪ‬ ‫ﮐﻪ ﻣﻦ ﺍﺯ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﺁﻣﻮﺯﺵ‬ ‫ﻧﺸﻨﯿﺪﻩ ﺑﻮﺩﯾﻢ‪ .‬ﺯﻣﺎ‬
‫ﺷﻨﯿﺪﯾﻢ ﺍﺯ ﻗﺒﯿﻞ‪:‬‬ ‫ﺩﺭ ﺍﯾﻦ ﺧﺼﻮﺹ‬ ‫ﺩﺍﯾﺮﻩ ﻟﻐﺎﺕ ﻣﺎ ﺭﺍﻩ ﻧﯿﺎﻓﺘﻪ ﺑﻮﺩﻧﺪ‪ .‬ﺷﺎﯾﻌﺎ‬
‫ﻭ ﺷﯿﺎﺩﺍﻧﻪ ﻫﺴﺘﻨﺪ‪ .‬ﻃﺒﯿﻌﺘﴼ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﺗﺤﺖ‬ ‫ﺁﻥﻫﺎ ﻧﻮﻋﯽ ﮐﻼﻫﺒﺮﺩﺍﺭﯼ ﻏﯿﺮﻗﺎﻧﻮ‬
‫ﺑﺒﺮﺩ ﺗﺎ ﺍﯾﻨﮑﻪ‬ ‫ﺍﯾﻦ ﺷﺎﯾﻌﺎﺕ ﺑﻪ ﮐﺎﻟﯿﻔﺮﻧﯿﺎ ﺳﻔﺮ ﮐﺮﺩ ﺗﺎ ﺑﻪ ﻣﺎﻫﯿﺖ ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ‬
‫ﺑﺮﮔﺸﺖ ﺗﻤﺎﻡ ﭼﯿﺰﯼ ﮐﻪ ﮔﻔﺖ ﺍﯾﻦ ﺑﻮﺩ‪:‬‬ ‫ﺑﺨﻮﺍﻫﺪ ﺍﯾﻦ ﺷﺎﯾﻌﺎﺕ ﺭﺍ ﺑﺎﻭﺭ ﮐﻨﺪ‪ .‬ﻭﻗ‬
‫ﻣﺮﺑﻮﻁ ﺑﻪ ﺁﯾﻨﺪﻩ ﻫﺴﺘﻨﺪ‪ «.‬ﻭ ﺍﻭ ﺣﻖ ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ‬ ‫»ﺍﻣﺘﯿﺎﺯﻫﺎﯼ ﻓﺮﻭﺵ ﻣﻮﺿﻮﻋﺎ‬
‫ﮐﻪ ﺭﻭﺵ ﺍﻋﻄﺎﯼ ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ ﻣﺘﺪﺍﻭﻝ ﺷﺪ ﺛﺮﻭﺕ ﺍﻭ‬ ‫ﺩﻭ ﺷﺮﮐﺖ ﺭﺍ ﺧﺮﯾﺪ‪ .‬ﺯﻣﺎ‬
‫ﺍﻭﺝ ﮔﺮﻓﺖ ﻭ ﺷﺮﻭﻉ ﮐﺮﺩ ﺑﻪ ﻓﺮﻭﺧﺘﻦ ﺣﻖ ﺍﻣﺘﯿﺎﺯﻫﺎ ﺑﻪ ﺳﺎﯾﺮﯾﻦ ﻭ ﺑﺪﯾﻦ ﺗﺮﺗﯿﺐ ﺁﻥﻫﺎ‬
‫ﺍﯾﻦ ﺷﺎﻧﺲ ﺭﺍ ﺩﺍﺷﺘﻨﺪ ﮐﻪ ﮐﺴﺐﻭﮐﺎﺭﯼ ﺑﺮﺍﯼ ﺧﻮﺩ ﺍﯾﺠﺎﺩ ﮐﻨﻨﺪ‪.‬‬

‫ﮔﻔﺖ‪:‬‬ ‫ﺍﺯ ﺁﻥﻫﺎ ﺭﺍ ﺑﺨﺮﻡ ﺑﻪﺳﺎﺩ‬ ‫ﺗﻮﺍﻧﻢ ﯾ‬ ‫ﺍﺯ ﺍﻭ ﭘﺮﺳﯿﺪﻡ ﺁﯾﺎ‬ ‫ﻭﻗ‬
‫ﭼﮕﻮﻧﻪ‬ ‫ﺩﺍ‬ ‫»ﻧﻪ ﺣﺎﻻ ﺩﺍﻧﺶ ﺗﻮ ﺩﺭ ﺍﯾﻦ ﺯﻣﯿﻨﻪ ﺑﻪﺣﺪﯼ ﺭﺳﯿﺪﻩ ﺍﺳﺖ ﮐﻪ‬
‫ﭘﺲ ﺗﻮ ﻧﺒﺎﯾﺪ ﺩﺭ ﺍﯾﻨﺠﺎ ﻣﺘﻮﻗﻒ ﺷﻮﺩ‪ .‬ﺣﻖ‬ ‫ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺧﻮﺩ ﺭﺍ ﺍﯾﺠﺎﺩ ﮐ‬
‫ﺩﺍﻧﻨﺪ ﭼﮕﻮﻧﻪ‬ ‫ﺧﻮﺍﻫﻨﺪ ﯾﺎ ﻧ‬ ‫ﺍﺳﺖ ﮐﻪ ﻧ‬ ‫ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ ﺑﺮﺍﯼ ﮐﺴﺎ‬
‫ﺳﯿﺴﺘﻢﻫﺎﯼ ﺧﻮﺩ ﺭﺍ ﺭﺍﻩﺍﻧﺪﺍﺯﯼ ﮐﻨﻨﺪ‪ .‬ﺑﻪﻋﻼﻭﻩ ﺗﻮ ﺍﻻﻥ ‪ ٣٥٠٠٠٠٠‬ﺩﻻﺭ ﻧﺪﺍﺭﯼ ﮐﻪ‬
‫ﯾﮏ ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ ﺍﺯ ﻣﻦ ﺑﺨﺮﯼ‪«.‬‬ ‫ﺑﺘﻮﺍ‬

‫ﺗﻮﺍﻥ ﺷﻬﺮﯼ ﺑﺪﻭﻥ ﯾﮏ ﺷﻌﺒﻪ ﻣﮏﺩﻭﻧﺎﻟﺪ ﯾﺎ ﺑﺮﮔﺮﮐﯿﻨﮓ ﯾﺎ‬ ‫ﺣﺎﻻ ﺑﻪﺳﺨ‬

‫ﻧﻪﭼﻨﺪﺍﻥ ﺩﻭﺭ ﮐﻪ ﺍﯾﻦ‬ ‫ﺑﻮﺩ ﺯﻣﺎ‬ ‫ﭘﯿﺰﺍﻫﺎﺕ ﺭﺍ ﺗﺼﻮﺭ ﮐﺮﺩ ﺑﺎ ﺍﯾﻦ ﺣﺎﻝ ﺯﻣﺎ‬
‫ﻓﺮﻭﺷﮕﺎﻩﻫﺎ ﻭﺟﻮﺩ ﺧﺎﺭﺟﯽ ﻧﺪﺍﺷﺘﻨﺪ ﻭ ﺳﻦ ﻣﻦ ﺁﻥﻗﺪﺭ ﻫﺴﺖ ﮐﻪ ﺑﺘﻮﺍﻧﻢ ﺁﻥ‬
‫ﺭﻭﺯﻫﺎ ﺭﺍ ﺑﻪﯾﺎﺩ ﺁﻭﺭﻡ‪.‬‬

‫ﭼﻄﻮﺭ ﯾﺎﺩ ﺑﮕﯿﺮﯾﻢ ﮐﻪ ﯾﮏ ﮐﺎﺭﺁﻓﺮﯾﻦ ﺷﻮﯾﻢ‬

‫ﻣﻦ ﺑﻪﻭﺍﺳﻄﻪ ﺗﻌﻠﯿﻢﺩﯾﺪﻥ ﻧﺰﺩ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﯾﺎﺩ ﮔﺮﻓﺘﻢ ﮐﻪ ﯾﮏ ﮐﺎﺭﻓﺮﻣﺎ‬

‫ﺷﻮﻡ‪ .‬ﭘﺴﺮ ﺍﻭ ﻭ ﻣﻦ ﻫﺮﺩﻭ ﺩﺭ ﺣﺎﻝ ﺁﻣﻮﺧﺘﻦ ﻧﺤﻮﻩ ﺣﺮﮐﺖ ﺍﺯ ﮐﺎﺭﻣﻨﺪﯼ ﺑﻪ‬
‫ﮔﯿﺮﻧﺪ ﻭ ﻧﺎﻡ ﺁﻥ‬ ‫ﺍﺳﺖ ﮐﻪ ﺑﺴﯿﺎﺭﯼ ﺍﺯ ﻣﺮﺩﻡ ﻓﺮﺍ‬ ‫ﺑﻮﺩﯾﻢ‪ .‬ﺍﯾﻦ ﺭﻭ‬ ‫ﮐﺎﺭﺁﻓﺮﯾ‬

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 ‫‪10‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺑﺴﯿﺎﺭ‬ ‫ﺍﺳﺖ ﮐﻪ ﺍﻣﭙﺮﺍﻃﻮﺭﯼﻫﺎﯼ ﺧﺎﻧﻮﺍﺩ‬ ‫ﺁﻣﻮﺯﺵ ﺣﯿﻦ ﮐﺎﺭ ﺍﺳﺖ‪ .‬ﺍﯾﻦ ﺭﻭ‬
‫ﺑﻪ ﻧﺴﻞ ﺑﻌﺪﯼ ﺍﺩﺍﻣﻪ ﺩﺍﺩﻩﺍﻧﺪ‪.‬‬ ‫ﻣﻨﺴﺠﻢ ﺍﺯ ﻧﺴ‬

‫ﻣﺸﮑﻞ ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﻫﻤﻪ ﻣﺮﺩﻡ ﺍﯾﻦ ﺍﻣﺘﯿﺎﺯ ﯾﺎ ﺷﺎﻧﺲ ﺭﺍ ﻧﺪﺍﺭﻧﺪ ﮐﻪ‬
‫ﺟﻨﺒﻪﻫﺎﯼ ﭘﺸﺖ ﭘﺮﺩﻩ ﺗﺒﺪﯾﻞﺷﺪﻥ ﺑﻪ ﯾﮏ ﮐﺎﺭﺁﻓﺮﯾﻦ ﺭﺍ ﺑﺒﯿﻨﻨﺪ‪ .‬ﺍﻏﻠﺐ ﺑﺮﻧﺎﻣﻪﻫﺎﯼ‬
‫ﻣﺪﯾﺮﯾﺖ ﺷﺮﮐﺖﻫﺎ ﻓﻘﻂ ﻧﺤﻮﻩﯼ ﻣﺪﯾﺮﺑﻮﺩﻥ ﺭﺍ ﺑﻪ ﺷﻤﺎ ﺁﻣﻮﺯﺵ‬ ‫ﺁﻣﻮﺯ‬
‫ﺩﻫﻨﺪ‪.‬‬ ‫ﺍﺯ ﺁﻥﻫﺎ ﮐﺎﺭﺁﻓﺮﯾﻦﺷﺪﻥ ﺭﺍ ﯾﺎﺩ‬ ‫ﮐ‬ ‫ﺩﻫﻨﺪ‪ .‬ﺗﻌﺪﺍﺩ ﺧﯿ‬

‫ﺩﺭ ﺑﺨﺶ‬ ‫ﺑﻪ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫ﻣﺮﺩﻡ ﺍﻏﻠﺐ ﺩﺭ ﺣﺮﮐﺖ ﺍﺯ ﺧﻮﯾﺶﻓﺮﻣﺎ‬

‫ﺷﻮﻧﺪ‪ .‬ﺍﯾﻦ ﺍﻣﺮ ﺩﺭ ﻭﻫﻠﻪ ﺍﻭﻝ ﺑﻪ ﺍﯾﻦ ﺩﻟﯿﻞ ﺭﻭﯼ‬ ‫ﻣﺎﻧﺪﮔﺎﺭ‬ ‫ﺧﻮﯾﺶﻓﺮﻣﺎ‬
‫ﻗﻮﯼ ﻧﺪﺍﺭﻧﺪ ﻭ ﺩﺭﻧﺘﯿﺠﻪ ﺩﺭ ﻧﻬﺎﯾﺖ ﺗﺒﺪﯾﻞ ﺑﻪ‬ ‫ﺩﻫﺪ ﮐﻪ ﺁﻥﻫﺎ ﺳﯿﺴﺘﻢ ﺧﯿ‬
‫ﮐﻨﻨﺪ ﮐﻪ‬ ‫ﺍﯾﺠﺎﺩ‬ ‫ﺷﻮﻧﺪ‪ .‬ﮐﺎﺭﺁﻓﺮﯾﻨﺎﻥ ﻣﻮﻓﻖ ﺳﯿﺴﺘ‬ ‫ﺗﺎﺑﻌﯽ ﺍﺯ ﯾﮏ ﺳﯿﺴﺘﻢ‬
‫ﺩﺭ ﻧﺒﻮﺩ ﺧﻮﺩﺷﺎﻥ ﻧﯿﺰ ﻓﻌﺎﻝ ﺑﺎﺷﺪ‪.‬‬

‫ﺑﺮﺍﯼ ﺍﯾﻨﮑﻪ ﺑﻪﺳﺮﻋﺖ ﺑﻪ ﺑﺨﺶ ﮐﺎﺭﺁﻓﺮﯾﻦ ﺣﺮﮐﺖ ﮐﻨﯿﺪ ﺳﻪ ﺭﺍﻩ ﺩﺍﺭﯾﺪ‪:‬‬

‫‪ .١‬ﯾﮏ ﭘﯿﺸﮑﺴﻮﺕ ﭘﯿﺪﺍ ﮐﻨﯿﺪ‬

‫ﺍﺳﺖ ﮐﻪ ﮐﺎﺭﯼ ﺭﺍ‬ ‫ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭ ﭘﯿﺸﮑﺴﻮﺕ ﻣﻦ ﺑﻮﺩ‪ .‬ﯾﮏ ﭘﯿﺸﮑﺴﻮﺕ ﮐ‬

‫ﺍﻧﺠﺎﻡ ﺩﺍﺩﻩ ﻭ ﺩﺭ ﺍﻧﺠﺎﻡ ﺁﻥ ﻣﻮﻓﻖ ﺑﻮﺩﻩ‬ ‫ﺧﻮﺍﻫﯿﺪ ﺍﻧﺠﺎﻡ ﺩﻫﯿﺪ ﻗﺒ‬ ‫ﮐﻪ ﺷﻤﺎ‬
‫ﮔﻮﯾﺪ‬ ‫ﺍﺳﺖ ﮐﻪ ﺑﻪ ﺷﻤﺎ‬ ‫ﺍﺳﺖ‪ .‬ﺑﻪﺩﻧﺒﺎﻝ ﻣﺸﺎﻭﺭ ﻧﺒﺎﺷﯿﺪ‪ .‬ﯾﮏ ﻣﺸﺎﻭﺭ ﮐ‬
‫ﮐﻪ ﺧﻮﺩﺵ ﺷﺨﺼﴼ ﺍﯾﻦ ﮐﺎﺭ ﺭﺍ ﺍﻧﺠﺎﻡ ﻧﺪﺍﺩﻩ‬ ‫ﭼﮕﻮﻧﻪ ﺁﻥ ﮐﺎﺭ ﺭﺍ ﺍﻧﺠﺎﻡ ﺩﻫﯿﺪ ﺩﺭﺣﺎ‬
‫ﻫﺴﺘﻨﺪ‪ .‬ﺩﻧﯿﺎ ﭘﺮ ﺍﺯ‬ ‫ﺍﺳﺖ‪ .‬ﺍﻏﻠﺐ ﻣﺸﺎﻭﺭﺍﻥ ﺩﺭ ﺑﺨﺶ ﺧﻮﯾﺶﻓﺮﻣﺎ‬
‫ﮐﻨﻨﺪ ﺑﻪ ﺷﻤﺎ ﺑﮕﻮﯾﻨﺪ ﭼﮕﻮﻧﻪ ﺗﺒﺪﯾﻞ ﺑﻪ ﯾﮏ‬ ‫ﺍﺳﺖ ﮐﻪ ﺳﻌﯽ‬ ‫ﺧﻮﯾﺶﻓﺮﻣﺎﯾﺎ‬
‫ﮐﺎﺭﺁﻓﺮﯾﻦ ﯾﺎ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭ ﺷﻮﯾﺪ‪ .‬ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﯾﮏ ﭘﯿﺸﮑﺴﻮﺕ ﺑﻮﺩ ﻧﻪ ﯾﮏ‬
‫ﺍﺯ ﻣﻬﻢﺗﺮﯾﻦ ﻧﺼﺎﯾﺤﯽ ﮐﻪ ﺍﻭ ﺑﻪ ﻣﻦ ﮐﺮﺩ ﺍﯾﻦ ﺑﻮﺩ‪:‬‬ ‫ﻣﺸﺎﻭﺭ‪ .‬ﯾ‬

‫ﺑﻨﺪﯼ ﺩﻗﺖ ﮐﻦ‪ .‬ﺩﺭ ﺣﯿﻦ ﺍﯾﻨﮑﻪ ﺫﻫﻦ ﺧﻮﺩ ﺭﺍ ﺑﺎﺯ‬ ‫»ﺩﺭ ﺗﻮﺻﯿﻪﺍﯼ ﮐﻪ ﺑﻪﮐﺎﺭ‬
‫ﮔﺬﺍﺭﯼ ﻫﻤﯿﺸﻪ ﻣﺮﺍﻗﺐ ﺑﺎﺵ ﺍﯾﻦ ﺗﻮﺻﯿﻪ ﺍﺯ ﮐﺪﺍﻡ ﺑﺨﺶ ﺍﺯ ﭼﻬﺎﺭﻭﺟﻬﯽ ﺑﻪ ﺗﻮ‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪11‬‬

‫ﺷﻮﺩ‪«.‬‬ ‫ﺩﺍﺩﻩ‬

‫ﺗﻮﺍﻥ ﺍﻓﺮﺍﺩ ﺭﺍ ﺭﻫﺒﺮﯼ‬ ‫ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﺩﺭ ﻣﻮﺭﺩ ﺳﯿﺴﺘﻢﻫﺎ ﻭ ﺍﯾﻨﮑﻪ ﭼﮕﻮﻧﻪ‬

‫ﮐﺮﺩ ﻧﻪ ﺍﯾﻨﮑﻪ ﺑﺮ ﺁﻥﻫﺎ ﻣﺪﯾﺮﯾﺖ ﮐﺮﺩ ﺑﻪ ﻣﻦ ﺁﻣﻮﺯﺵ ﺩﺍﺩﻩ ﺑﻮﺩ‪ .‬ﻣﺪﯾﺮﺍﻥ ﺍﻏﻠﺐ‬
‫ﺭﺍ ﺭﺍﻫﺒﺮﯼ‬ ‫ﭘﻨﺪﺍﺭﻧﺪ‪ .‬ﺭﻫﺒﺮﺍﻥ ﺑﺎﯾﺪ ﮐﺴﺎ‬ ‫ﺯﯾﺮﺩﺳﺘﺎﻥ ﺧﻮﺩ ﺭﺍ ﺍﻓﺮﺍﺩﯼ ﺩﻭﻥﭘﺎﯾﻪ‬
‫ﮐﻨﻨﺪ ﮐﻪ ﺍﻏﻠﺐ ﺑﺎﻫﻮﺵﺗﺮ ﺍﺯ ﺧﻮﺩﺷﺎﻥ ﻫﺴﺘﻨﺪ‪.‬‬

‫ﺑﺮﺍﯼ ﯾﺎﺩﮔﯿﺮﯼ ﺳﯿﺴﺘﻢﻫﺎ ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﻣﺪﺭﮎ ﻓﻮﻕ‬ ‫ﯾﮏ ﺭﻭﺵ ﺳﻨ‬
‫ﺧﻮﺩ ﺭﺍ ﺍﺯ ﯾﮏ ﺩﺍﻧﺸﮑﺪﻩ ﻣﺸﻬﻮﺭ ﺩﺭﯾﺎﻓﺖ ﮐﻨﯿﺪ ﻭ‬ ‫ﻟﯿﺴﺎﻧﺲ ﻣﺪﯾﺮﯾﺖ ﺍﺟﺮﺍ‬
‫ﺭﺗﺒﻪ ﯾﮏ ﺷﺮﮐﺖ ﭘﯿﺪﺍ ﮐﻨﯿﺪ‪.‬‬ ‫ﺑﺎ ﺁﯾﻨﺪﻩ ﺧﻮﺏ ﺭﺍ ﺩﺭ ﺑﺨﺶﻫﺎﯼ ﻋﺎ‬ ‫ﺳﭙﺲ ﺷﻐ‬
‫ﺍﺳﺖ ﺯﯾﺮﺍ ﺷﻤﺎ ﺭﺍ ﺑﺎ‬ ‫ﻣﺪﺭﮎ ﻣﻬ‬ ‫ﺍﻟﺒﺘﻪ ﻣﺪﺭﮎ ﻓﻮﻕ ﻟﯿﺴﺎﻧﺲ ﻣﺪﯾﺮﯾﺖ ﺍﺟﺮﺍ‬
‫ﮐﻨﺪ ﺑﺎ ﺍﯾﻦ ﺣﺎﻝ ﺻﺮﻓﴼ‬ ‫ﺁﺷﻨﺎ‬ ‫ﺣﺴﺎﺑﺪﺍﺭﯼ ﻭ ﺻﻮﺭﺕﻫﺎﯼ ﻣﺎ‬ ‫ﺍﺻﻮﻝ ﺍﺑﺘﺪﺍ‬
‫ﺑﻪ ﺍﯾﻦ ﻣﻌﻨﺎ ﻧﯿﺴﺖ ﮐﻪ ﺷﻤﺎ‬ ‫ﯾﮏ ﻣﺪﺭﮎ ﻓﻮﻕ ﻟﯿﺴﺎﻧﺲ ﻣﺪﯾﺮﯾﺖ ﺍﺟﺮﺍ‬
‫ﮐﻪ ﺩﺭ ﻧﻬﺎﯾﺖ ﺑﻪ ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ‬ ‫ﺍﺩﺍﺭﻩﮐﺮﺩﻥ ﺗﻤﺎﻡ ﺳﯿﺴﺘﻢﻫﺎ‬ ‫ﺷﺎﯾﺴﺘ‬
‫ﺷﻮﻧﺪ ﺭﺍ ﺩﺍﺷﺘﻪ ﺑﺎﺷﯿﺪ‪.‬‬ ‫ﮐﺎﻣﻞ ﺗﺒﺪﯾﻞ‬

‫ﺑﺮﺍﯼ ﺁﻣﻮﺧﺘﻦ ﺗﻤﺎﻡ ﺳﺎﺧﺘﺎﺭﻫﺎﯼ ﺿﺮﻭﺭﯼ ﺩﺭ ﯾﮏ ﺷﺮﮐﺖ ﻋﻈﯿﻢ ﻻﺯﻡ ﺍﺳﺖ ﮐﻪ‬
‫‪ ۱۰‬ﺗﺎ ‪ ۱۵‬ﺳﺎﻝ ﺍﺯ ﻋﻤﺮ ﺧﻮﺩ ﺭﺍ ﺩﺭ ﺍﯾﻦ ﺧﺼﻮﺹ ﺻﺮﻑ ﮐﻨﯿﺪ‪ .‬ﮐﺎﺭﮐﺮﺩﻥ ﺑﺮﺍﯼ ﯾﮏ‬
‫ﺷﺮﮐﺖ ﻋﻈﯿﻢ ﻭ ﻣﻮﻓﻖ ﻣﺜﻞ ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﺷﻤﺎ ﺣﻘﻮﻕﺑﮕﯿﺮ ﭘﯿﺸﮑﺴﻮﺕ ﺧﻮﺩ ﺑﺎﺷﯿﺪ‪.‬‬

‫ﺑﺎ ﯾﮏ ﭘﯿﺸﮑﺴﻮﺕ ﻭ ﺳﺎﻝﻫﺎ ﺗﺠﺮﺑﻪ ﺍﻭﻟﯿﻦ ﻗﺪﻡ ﮐﺎﺭﻭﺗﻼﺵ ﺳﺨﺖ‬ ‫ﺣ‬

‫ﺍﺳﺖ‪ .‬ﺍﯾﺠﺎﺩ ﯾﮏ ﺳﺎﺯﻣﺎﻥ ﻧﯿﺎﺯﻣﻨﺪ ﺁﺯﻣﻮﻥ ﻭ ﺧﻄﺎﻫﺎﯼ ﺑﺴﯿﺎﺭﯼ ﺍﺳﺖ ﮐﻪ‬
‫ﻭ ﺗﺸﺮﯾﻔﺎﺕ ﺍﺩﺍﺭﯼ ﻧﯿﺰ ﺩﺭﺑﺮ ﺩﺍﺭﺩ‪ .‬ﻫﻤﻪ ﺍﯾﻦﻫﺎ ﺩﺭﺳﺖ ﻫﻤﺎﻥ‬ ‫ﻫﺰﯾﻨﻪﻫﺎﯼ ﻗﺎﻧﻮ‬
‫ﺍﻓﺘﺪ ﮐﻪ ﺳﻌﯽ ﺩﺍﺭﯾﺪ ﺳﺎﺯﻣﺎﻥ ﻭ ﻧﯿﺮﻭﻫﺎﯼ ﺧﻮﺩ ﺭﺍ ﺍﺩﺍﺭﻩ ﮐﻨﯿﺪ‪.‬‬ ‫ﺍﺗﻔﺎﻕ‬ ‫ﺯﻣﺎ‬

‫‪ .۲‬ﻓﺮﺍﻧﺸﯿﺰﻫﺎ‬

‫ﺭﻭﺵ ﺩﯾﮕﺮ ﯾﺎﺩﮔﯿﺮﯼ ﻧﺤﻮﻩﯼ ﻋﻤﻠﮑﺮﺩ ﺳﺎﺯﻣﺎﻥﻫﺎ ﺧﺮﯾﺪﻥ ﻓﺮﺍﻧﺸﯿﺰ ﯾﺎ ﺍﻣﺘﯿﺎﺯ‬

‫ﺧﺮﯾﺪ ﺩﺭﻭﺍﻗﻊ ﯾﮏ‬ ‫ﺷﻤﺎ ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ ﺭﺍ‬ ‫ﻓﺮﻭﺵ ﯾﮏ ﺳﯿﺴﺘﻢ ﺍﺳﺖ‪ .‬ﻭﻗ‬

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 ‫‪12‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺧﺮﯾﺪ ﮐﻪ ﺩﺭ ﺣﺎﻝ ﮐﺎﺭ ﺍﺳﺖ‪ .‬ﺩﺭ ﺍﯾﻦ ﺯﻣﯿﻨﻪ‬ ‫ﺳﯿﺴﺘﻢ ﺍﻣﺘﺤﺎﻥﺷﺪﻩ ﻭ ﻣﻄﻤﺌﻦ ﺭﺍ‬
‫ﭘﯿﺶ ﺭﻭﯾﺘﺎﻥ ﺍﺳﺖ‪ .‬ﺑﺎ ﺧﺮﯾﺪ ﯾﮏ ﺳﯿﺴﺘﻢ ﺑﻪﺻﻮﺭﺕ ﺍﻣﺘﯿﺎﺯﯼ‬ ‫ﮔﺰﯾﻨﻪﻫﺎﯼ ﻋﺎ‬
‫ﺗﻮﺍﻧﯿﺪ ﺍﻧﺮﮊﯼ ﺧﻮﺩ‬ ‫ﺩﯾﮕﺮ ﻻﺯﻡ ﻧﯿﺴﺖ ﺑﺮﺍﯼ ﺍﯾﺠﺎﺩ ﺳﯿﺴﺘﻢ ﺧﻮﺩ ﺗﻼﺵ ﮐﻨﯿﺪ ﻭ‬
‫ﮐﻨﯿﺪ‪ .‬ﺧﺮﯾﺪ ﺍﻣﺘﯿﺎﺯ ﺳﯿﺴﺘﻢ ﯾﮏ ﻣﺘﻐﯿﺮ ﻣﻬﻢ ﺭﺍ‬ ‫ﺭﺍ ﺻﺮﻑ ﺗﻮﺳﻌﻪ ﻧﯿﺮﻭﻫﺎﯼ ﺍﻧﺴﺎ‬
‫ﺗﻮﺍﻧﯿﺪ ﺭﻭﺵ ﺗﺒﺪﯾﻞﺷﺪﻥ ﺑﻪ ﯾﮏ ﮐﺎﺭﺁﻓﺮﯾﻦ ﺭﺍ‬ ‫ﺩﺍﺭﺩ ﻭ ﺷﻤﺎ‬ ‫ﺍﺯ ﻣﯿﺎﻥ ﺑﺮ‬
‫ﺑﯿﺎﻣﻮﺯﯾﺪ‪ .‬ﻋﻠﺖ ﺍﯾﻨﮑﻪ ﺑﺴﯿﺎﺭﯼ ﺍﺯ ﺑﺎﻧﮏﻫﺎ ﺑﻪ ﯾﮏ ﺷﺮﮐﺖ ﺻﺎﺣﺐﺍﻣﺘﯿﺎﺯ ﻭﺍﻡ‬
‫ﺩﻫﻨﺪ ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﺑﺎﻧﮏﻫﺎ‬ ‫ﺩﻫﻨﺪ ﺍﻣﺎ ﺑﻪ ﯾﮏ ﺷﺮﮐﺖ ﺗﺎﺯﻩﮐﺎﺭ ﮐﻮﭼﮏ ﻭﺍﻡ ﻧ‬
‫ﺩﺍﻧﻨﺪ ﮐﻪ ﯾﮏ ﺳﯿﺴﺘﻢ ﺧﻮﺏ ﺭﯾﺴﮏ ﺁﻥﻫﺎ ﺭﺍ‬ ‫ﺑﻪ ﺍﻫﻤﯿﺖ ﺳﯿﺴﺘﻢﻫﺎ ﻭﺍﻗﻔﻨﺪ ﻭ‬
‫ﺁﻭﺭﺩ‪.‬‬ ‫ﺗﺎ ﭼﻪ ﺣﺪ ﭘﺎﯾﯿﻦ‬

‫ﺩﺭ ﺻﻮﺭﺕ ﺧﺮﯾﺪ ﺣﻖ ﺍﻣﺘﯿﺎﺯ ﺑﻪ ﯾﮏ ﻧﮑﺘﻪ ﺗﻮﺟﻪ ﮐﻨﯿﺪ‪ .‬ﻟﻄﻔﴼ ﺳﻌﯽ ﻧﮑﻨﯿﺪ‬
‫ﺧﻮﺍﻫﺪ ﮐﺎﺭ ﺧﻮﺩ ﺭﺍ ﺑﻪﻃﻮﺭ ﻣﺴﺘﻘﻞ ﺍﻧﺠﺎﻡ ﺩﻫﺪ‪ .‬ﺍﮔﺮ‬ ‫ﺑﺎﺷﯿﺪ ﮐﻪ‬ ‫ﺧﻮﯾﺶﻓﺮﻣﺎ‬
‫ﺧﺮﯾﺪ ﮐﺎﺭﻣﻨﺪ ﺁﻥ ﺳﯿﺴﺘﻢ ﺑﺎﺷﯿﺪ ﻭ ﮐﺎﺭ ﺭﺍ‬ ‫ﯾﮏ ﺳﯿﺴﺘﻢ ﺑﻪﺻﻮﺭﺕ ﻓﺮﺍﻧﺸﯿﺰ‬
‫ﮔﻮﯾﻨﺪ ﺍﻧﺠﺎﻡ ﺩﻫﯿﺪ‪ .‬ﻫﯿﭻﭼﯿﺰ ﻏﻢﺍﻧﮕﯿﺰﺗﺮ ﺍﺯ‬ ‫ﺩﻗﯿﻘﴼ ﻫﻤﺎﻥﻃﻮﺭ ﮐﻪ ﺑﻪ ﺷﻤﺎ‬
‫ﺩﻫﺪ‬ ‫ﮐﻪ ﺩﺭ ﺩﺍﺩﮔﺎﻩ ﺑﯿﻦ ﺻﺎﺣﺒﺎﻥ ﺍﻣﺘﯿﺎﺯ ﻭ ﺧﺮﯾﺪﺍﺭﺍﻥ ﺍﻣﺘﯿﺎﺯ ﺭﻭﯼ‬ ‫ﺩﻋﻮﺍﻫﺎ‬
‫ﺩﻫﻨﺪ ﮐﻪ ﺧﺮﯾﺪﺍﺭﺍﻥ ﺣﻖ ﺍﻣﺘﯿﺎﺯ‬ ‫ﺍﺯﺍﯾﻦﺭﻭ ﺭﺥ‬ ‫ﻧﯿﺴﺖ‪ .‬ﺍﯾﻦ ﺩﻋﻮﺍﻫﺎ ﻣﻌﻤﻮ‬
‫ﮐﻪ‬ ‫ﺧﻮﺍﻫﻨﺪ ﮐﺎﺭﻫﺎ ﺭﺍ ﻣﻄﺎﺑﻖ ﺭﻭﺵ ﺧﻮﺩﺷﺎﻥ ﺍﻧﺠﺎﻡ ﺩﻫﻨﺪ ﻧﻪ ﻣﻄﺎﺑﻖ ﺭﻭ‬
‫ﺧﻮﺍﻫﯿﺪ ﻣﻄﺎﺑﻖ ﺑﺎ ﺍﺻﻮﻝ ﺧﻮﺩ‬ ‫ﺍﯾﺠﺎﺩﮐﻨﻨﺪﻩ ﺳﯿﺴﺘﻢ ﺧﻮﺍﺳﺘﺎﺭ ﺁﻥ ﺍﺳﺖ‪ .‬ﺍﮔﺮ‬
‫ﮐﻪ ﻣﺎﻟﮏ ﺳﯿﺴﺘﻢ ﻭ ﻧﯿﺮﻭﻫﺎﯼ ﺍﻧﺴﺎ‬ ‫ﮐﺎﺭ ﮐﻨﯿﺪ ﺍﯾﻦ ﮐﺎﺭ ﺭﺍ ﺑﮕﺬﺍﺭﯾﺪ ﺑﺮﺍﯼ ﻭﻗ‬
‫ﺧﻮﺩ ﺷﺪﯾﺪ‪.‬‬

‫ﺍﻣﺘﯿﺎﺯ ﮔﺮﺍﻧﻘﯿﻤﺖ ﯾﮏ ﺷﺮﮐﺖ ﻣﺸﻬﻮﺭ‬ ‫ﻭﻗ‬ ‫ﭘﺪﺭ ﺑﺎ ﺗﺤﺼﯿﻼﺕ ﻋﺎﻟﯿﻪﺍﻡ ﺣ‬

‫ﺑﺎ ﺷﮑﺴﺖ ﻣﻮﺍﺟﻪ ﺷﺪ‪ .‬ﺍﮔﺮ ﭼﻪ ﺳﯿﺴﺘﻢ‬ ‫ﺭﺍ ﺧﺮﯾﺪ‬ ‫ﺗﻮﻟﯿﺪﮐﻨﻨﺪﻩﯼ ﺑﺴﺘ‬
‫ﺑﻮﺩ ﮐﺎﺭ ﺭﺍﮐﺪ ﻣﺎﻧﺪ‪ .‬ﺑﻪ ﻋﻘﯿﺪﻩ ﻣﻦ ﺍﯾﻦ ﺷﮑﺴﺖ ﺑﻪ ﺍﯾﻦ ﺩﻟﯿﻞ‬ ‫ﺑﻪﺧﻮﺩﯼﺧﻮﺩ ﻋﺎ‬
‫ﺑﻮﺩ ﮐﻪ ﺷﺮﮐﺎﯼ ﭘﺪﺭﻡ ﻫﻤﻪ ﺍﺯ ﺭﺳﺘﻪ ﮐﺎﺭﻣﻨﺪﺍﻥ ﻭ ﺧﻮﯾﺶﻓﺮﻣﺎﯾﺎﻥ ﺑﻮﺩﻧﺪ ﻭ‬
‫ﺷﻮﺩ ﭼﻪ ﺑﺎﯾﺪ ﺑﮑﻨﻨﺪ‪ .‬ﺍﺯ ﻃﺮﻓﯽ ﺍﺯ ﺷﺮﮐﺖ‬ ‫ﺍﻭﺿﺎﻉ ﻧﺎﻣﺴﺎﻋﺪ‬ ‫ﺩﺍﻧﺴﺘﻨﺪ ﻭﻗ‬ ‫ﻧ‬
‫ﻣﺎﺩﺭ ﻫﻢ ﺗﻘﺎﺿﺎﯼ ﮐﻤﮏ ﻧﮑﺮﺩﻧﺪ‪ .‬ﺳﺮﺍﻧﺠﺎﻡ ﺑﯿﻦ ﺷﺮﮐﺎ ﺍﺧﺘﻼﻑ ﺍﻓﺘﺎﺩ ﻭ ﻓﻌﺎﻟﯿﺖ‬
‫ﺁﻥﻫﺎ ﻣﺘﻮﻗﻒ ﺷﺪ‪.‬‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪13‬‬

‫ﺁﻥﻫﺎ ﻓﺮﺍﻣﻮﺵ ﮐﺮﺩﻧﺪ ﮐﻪ ﯾﮏ ﮐﺎﺭﺁﻓﺮﯾﻦ ﻭﺍﻗﻌﯽ ﻓﺮﺍﺗﺮ ﺍﺯ ﺧﻮﺩ ﺳﯿﺴﺘﻢ‬

‫ﮐﻨﻨﺪ ﻧﯿﺰ‬ ‫ﺍﻓﺮﺍﺩﯼ ﮐﻪ ﺳﯿﺴﺘﻢ ﺭﺍ ﺍﺩﺍﺭﻩ‬ ‫ﺍﺳﺖ‪ .‬ﺍﻟﺒﺘﻪ ﺍﯾﻦ ﺍﻣﺮ ﺑﻪ ﺷﺎﯾﺴﺘ‬
‫ﺩﺍﺭﺩ‪.‬‬ ‫ﺑﺴﺘ‬

‫ﺩﻫﻨﺪ‬ ‫ﮐﻪ ﻓﺎﻗﺪ ﺳﯿﺴﺘﻢ ﻫﺴﺘﻨﺪ ﻭﺍﻡ ﻧ‬ ‫ﺑﺎﻧﮏﻫﺎ ﺑﻪ ﮐﺴﺎ‬

‫ﺩﻫﺪ ﭼﺮﺍ ﺑﺎﯾﺪ‬ ‫ﺑﺎﻧﮏ ﺑﻪ ﯾﮏ ﺷﺮﮐﺖ ﮐﻮﭼﮏ ﻭ ﻓﺎﻗﺪ ﺳﯿﺴﺘﻢ ﻭﺍﻡ ﻧ‬ ‫ﻭﻗ‬
‫ﺁﯾﻨﺪ ﻭ‬ ‫ﻭﺍﻡ ﺑﺪﻫﯿﺪ؟ ﺗﻘﺮﯾﺒﴼ ﻫﺮ ﺭﻭﺯ ﺍﻓﺮﺍﺩﯼ ﺑﺎ ﻃﺮﺡﻫﺎﯼ ﮐﺎﺭﯼ ﻧﺰﺩ ﻣﻦ‬
‫ﺩﺭﻋﯿﻦﺣﺎﻝ ﻧﺴﺒﺖ ﺑﻪ ﭘﻮﻟﺴﺎﺯﺑﻮﺩﻥ ﺍﯾﺪﻩ ﯾﺎ ﭘﺮﻭﮊﻩ ﺧﻮﺩ ﺑﺴﯿﺎﺭ ﺍﻣﯿﺪﻭﺍﺭﻧﺪ‪.‬‬

‫ﺩﻫﻢ ﻭ ﺑﺮﺍﯼ ﺍﯾﻦ ﮐﺎﺭ ﯾﮏ ﺩﻟﯿﻞ ﻣﻬﻢ‬ ‫ﻣﻦ ﺍﻏﻠﺐ ﺍﻭﻗﺎﺕ ﺑﻪ ﺁﻥﻫﺎ ﭘﺎﺳﺦ ﻣﻨﻔﯽ‬
‫ﺩﺍﻧﻨﺪ‪ .‬ﺩﻭﺳﺘﺎ‬ ‫ﺩﺍﺭﻡ‪ .‬ﺍﯾﻦ ﺍﻓﺮﺍﺩ ﻓﺮﻕ ﺑﯿﻦ ﯾﮏ ﻣﺤﺼﻮﻝ ﻭ ﯾﮏ ﺳﯿﺴﺘﻢ ﺭﺍ ﻧ‬
‫ﺩﺍﺷﺘﻪﺍﻡ )ﯾﮏ ﮔﺮﻭﻩ ﺧﻮﺍﻧﻨﺪﻩ( ﮐﻪ ﺍﺯ ﻣﻦ ﺧﻮﺍﺳﺘﻨﺪ ﺩﺭ ﺯﻣﯿﻨﻪ ﺗﻮﻟﯿﺪ ﻟﻮﺡ ﻓﺸﺮﺩﻩ‬
‫ﺧﻮﺍﺳﺘﻨﺪ ﺑﻪ ﺁﻥﻫﺎ ﺩﺭ ﯾﮏ‬ ‫ﻣﻮﺳﯿﻘﯽ ﺟﺪﯾﺪ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﮐﻨﻢ ﻭ ﺑﺮﺧﯽ ﺩﯾﮕﺮ ﮐﻪ‬
‫ﭘﺮﻭﮊﻩ ﻏﯿﺮﺍﻧﺘﻔﺎﻋﯽ ﺟﺪﯾﺪ ﺑﺮﺍﯼ ﺗﻐﯿﯿﺮ ﺩﻧﯿﺎ ﮐﻤﮏ ﮐﻨﻢ‪ .‬ﺍﻣﺎ ﻣﻦ ﻫﺮﻗﺪﺭ ﻫﻢ ﮐﻪ ﺑﻪ ﭘﺮﻭﮊﻫﻪ‬
‫ﻣﺤﺼﻮﻻﺕ ﯾﺎ ﺍﻓﺮﺍﺩ ﻋﻼﻗﻤﻨﺪ ﺑﺎﺷﻢ ﺍﮔﺮ ﺑﺒﯿﻨﻢ ﺁﻥﻫﺎ ﻓﺎﻗﺪ ﺗﺠﺮﺑﻪ ﻫﺴﺘﻨﺪ ﯾﺎ ﺗﺠﺮﺑﻪ‬
‫ﺩﺭ ﺍﯾﺠﺎﺩ ﻭ ﺭﺍﻩﺍﻧﺪﺍﺯﯼ ﺳﯿﺴﺘﻢﻫﺎﯼ ﮐﺎﺭﯼ ﺩﺍﺭﻧﺪ ﭘﺎﺳﺦ ﻣﻦ ﻣﻨﻔﯽ ﺍﺳﺖ‪ .‬ﻓﻘﻂ‬ ‫ﺍﻧﺪ‬
‫ﯾﺎ‬ ‫ﮐﻨﯿﺪ ﺑﻪ ﺁﻥ ﻣﻌﻨﺎ ﻧﯿﺴﺖ ﮐﻪ ﺍﺯ ﺳﯿﺴﺘﻢ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺗﻮﺍﻧﯿﺪ ﺧﻮﺍﻧﻨﺪ‬ ‫ﺍﯾﻨﮑﻪ ﺷﻤﺎ‬
‫ﻭ ﺣﺴﺎﺑﺪﺍﺭﯼ ﻭ ﺳﯿﺴﺘﻢﻫﺎﯼ ﻓﺮﻭﺵ ﻭ ﺍﺳﺘﺨﺪﺍﻡ ﻭ ﺍﺧﺮﺍﺝ ﺍﻓﺮﺍﺩ ﻫﻤﯿﻦﻃﻮﺭ‬ ‫ﻣﺎ‬
‫ﮐﻪ ﺑﺮﺍﯼ ﺑﻘﺎﯼ ﯾﮏ ﺳﺎﺯﻣﺎﻥ ﻭ ﺑﻪ‬ ‫ﻭ ﺳﺎﯾﺮ ﺳﯿﺴﺘﻢﻫﺎ‬ ‫ﺳﯿﺴﺘﻢﻫﺎﯼ ﻗﺎﻧﻮ‬
‫ﻣﻮﻓﻘﯿﺖﺭﺳﺎﻧﺪﻥ ﺁﻥ ﺿﺮﻭﺭﺕ ﺩﺍﺭﺩ ﻣﻄﻠﻌﯿﺪ‪ .‬ﺑﺮﺍﯼ ﺍﯾﻨﮑﻪ ﯾﮏ ﺳﺎﺯﻣﺎﻥ ﺑﻘﺎ ﺩﺍﺷﺘﻪ‬
‫ﺑﺎﺷﺪ ﻭ ﭘﯿﺸﺮﻓﺖ ﮐﻨﺪ ﺑﺎﯾﺪ ﺻﺪﺩﺭﺻﺪ ﺗﻤﺎﻡ ﺳﯿﺴﺘﻢﻫﺎ ﻓﻌﺎﻝ ﻭ ﻗﺎﺑﻞ ﺗﻮﺟﯿﻪ‬
‫ﺑﺎﺷﻨﺪ ﺑﻪﻋﻨﻮﺍﻥ ﻣﺜﺎﻝ‪ :‬ﯾﮏ ﻫﻮﺍﭘﯿﻤﺎ ﻣﺘﺸﮑﻞ ﺍﺯ ﺳﯿﺴﺘﻢﻫﺎﯼ ﺑﺴﯿﺎﺭﯼ ﺍﺳﺖ‪ .‬ﺍﮔﺮ‬
‫ﺳﯿﺴﺘﻢ ﺳﻮﺧﺖ ﺁﻥ ﺩﭼﺎﺭ ﺍﺷﮑﺎﻝ ﺷﻮﺩ ﻃﺒﻌﴼ‬ ‫ﯾﮏ ﻫﻮﺍﭘﯿﻤﺎ ﭘﺮﻭﺍﺯ ﮐﻨﺪ ﻭ ﻣﺜ‬
‫ﺩﻫﺪ‪ .‬ﺩﺭ ﯾﮏ ﺳﺎﺯﻣﺎﻥ‬ ‫ﺳﻘﻮﻁ ﺧﻮﺍﻫﺪ ﮐﺮﺩ ﻫﻤﯿﻦ ﺍﺗﻔﺎﻕ ﺩﺭ ﺳﺎﺯﻣﺎﻥﻫﺎ ﻧﯿﺰ ﺭﺥ‬
‫ﮐﻨﻨﺪ‬ ‫ﮐﻪ ﻧﺴﺒﺖ ﺑﻪ ﺁﻥﻫﺎ ﻣﻄﻠﻊ ﻫﺴﺘﯿﺪ ﻣﺸﮑﻞ ﺍﯾﺠﺎﺩ ﻧ‬ ‫ﺳﯿﺴﺘﻢﻫﺎ‬
‫ﺷﻮﻧﺪ‪.‬‬ ‫ﺍﻃﻼﻉ ﻫﺴﺘﯿﺪ ﻣﻮﺟﺐ ﺳﻘﻮﻁ ﺷﻤﺎ‬ ‫ﮐﻪ ﺍﺯ ﺁﻥﻫﺎ‬ ‫ﺳﯿﺴﺘﻢﻫﺎ‬

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 ‫‪14‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺑﺪﻥ ﺍﻧﺴﺎﻥ ﻧﯿﺰ ﻣﺘﺸﮑﻞ ﺍﺯ ﺳﯿﺴﺘﻢﻫﺎﯼ ﺑﺴﯿﺎﺭﯼ ﺍﺳﺖ‪ .‬ﺑﺮﺍﯼ ﺍﻏﻠﺐ ﻣﺎ‬
‫ﺍﺯ ﺳﯿﺴﺘﻢﻫﺎﯾﺶ ﺍﺯ ﮐﺎﺭ‬ ‫ﭘﯿﺶ ﺁﻣﺪﻩ ﮐﻪ ﻋﺰﯾﺰﯼ ﺭﺍ ﺍﺯ ﺩﺳﺖ ﺩﺍﺩﻩﺍﯾﻢ ﺯﯾﺮﺍ ﯾ‬
‫ﺳﺎﯾﺮ‬ ‫ﻣﺜﻞ ﺳﯿﺴﺘﻢ ﮔﺮﺩﺵ ﺧﻮﻥ ﮐﻪ ﻣﻮﺟﺐ ﻋﺪﻡ ﮐﺎﺭﺍ‬ ‫ﺍﻓﺘﺎﺩﻩ ﺍﺳﺖ‬
‫ﺷﻮﺩ‪.‬‬ ‫ﺳﯿﺴﺘﻢﻫﺎ ﻧﯿﺰ‬

‫ﺑﻪﻫﻤﯿﻦ ﺩﻟﯿﻞ ﺍﺳﺖ ﮐﻪ ﺍﯾﺠﺎﺩ ﯾﮏ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺍﻣﺘﺤﺎﻥﺷﺪﻩ ﻭ ﻣﻄﻤﺌﻦ‬

‫ﮐﻨﯿﺪ ﯾﺎ ﻧﺴﺒﺖ ﺑﻪ ﺁﻥﻫﺎ‬ ‫ﮐﻪ ﺁﻥﻫﺎ ﺭﺍ ﻓﺮﺍﻣﻮﺵ‬ ‫ﻧﯿﺴﺖ‪ .‬ﺳﯿﺴﺘﻢﻫﺎ‬ ‫ﮐﺎﺭ ﺁﺳﺎ‬
‫ﺷﻮﻧﺪ‪ .‬ﺑﻪﻫﻤﯿﻦ ﺩﻟﯿﻞ ﺍﺳﺖ‬ ‫ﺗﻮﺟﻪ ﻫﺴﺘﯿﺪ ﻣﻮﺟﺐ ﺳﻘﻮﻁ ﻭ ﺍﺯ ﺑﯿﻦ ﺭﻓﺘﻨﺘﺎﻥ‬
‫ﮐﻪ ﻣﻦ ﺑﻪﻧﺪﺭﺕ ﺑﺎ ﯾﮏ ﮐﺎﺭﻣﻨﺪ ﯾﺎ ﺧﻮﯾﺶﻓﺮﻣﺎ ﮐﻪ ﻣﺤﺼﻮﻝ ﯾﺎ ﺍﯾﺪﻩ ﺟﺪﯾﺪﯼ ﺩﺍﺭﺩ‬
‫ﺷﻮﻡ‪ .‬ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﺍﻥ ﺣﺮﻓﻪﺍﯼ ﺗﻤﺎﯾﻞ ﺩﺍﺭﻧﺪ ﮐﻪ ﺩﺭ‬ ‫ﻭﺍﺭﺩ ﻣﻘﻮﻟﻪ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ‬
‫ﮐﻪ‬ ‫ﺳﯿﺴﺘﻢﻫﺎﯼ ﻣﻄﻤﺌﻦ ﻭ ﺁﺯﻣﻮﺩﻩﺷﺪﻩ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﮐﻨﻨﺪ ﻫﻤﭽﻨﯿﻦ ﺑﺎ ﮐﺴﺎ‬
‫ﺑﺎ ﻧﺤﻮﻩ ﺍﺩﺍﺭﻩﮐﺮﺩﻥ ﺁﻥ ﺳﯿﺴﺘﻢﻫﺎ ﺁﺷﻨﺎ ﺑﺎﺷﻨﺪ‪.‬‬

‫ﺑﻨﺎﺑﺮﺍﯾﻦ ﺍﮔﺮ ﺑﺎﻧﮏﻫﺎ ﻓﻘﻂ ﺑﺮ ﺍﺳﺎﺱ ﺳﯿﺴﺘﻢﻫﺎﯼ ﺁﺯﻣﻮﺩﻩﺷﺪﻩ ﻭ ﻣﻄﻤﺌﻦ‬

‫ﮐﻪ ﻗﺮﺍﺭ ﺍﺳﺖ ﺁﻥﺭﺍ ﺍﺩﺍﺭﻩ ﮐﻨﺪ ﻧﯿﺰ ﺗﻮﺟﻪ‬ ‫ﮐ‬ ‫ﺩﻫﻨﺪ ﻭ ﺑﻪ ﺷﺎﯾﺴﺘ‬ ‫ﻭﺍﻡ‬
‫ﺧﻮﺍﻫﯿﺪ ﯾﮏ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭ ﺑﺎﻫﻮﺵ ﺑﺎﺷﯿﺪ‬ ‫ﮐﻨﻨﺪ‪ .‬ﺑﻬﺘﺮ ﺍﺳﺖ ﺷﻤﺎ ﻫﻢ ﺍﮔﺮ‬
‫ﻫﻤﯿﻦﻃﻮﺭ ﻋﻤﻞ ﮐﻨﯿﺪ‪.‬‬

‫ﺷﺒﮑﻪﺍﯼ‬ ‫‪ .۳‬ﺑﺎﺯﺍﺭﯾﺎ‬

‫ﮔﻮﯾﻨﺪ‪.‬‬ ‫ﻭﺍﺳﻄﻪ ﻫﻢ‬ ‫ﭼﻨﺪﺳﻄﺤﯽ ﯾﺎ ﺳﯿﺴﺘﻢ ﺗﻮﺯﯾﻊ‬ ‫ﮐﻪ ﺑﻪ ﺁﻥ ﺑﺎﺯﺍﺭﯾﺎ‬

‫ﺷﺒﮑﻪﺍﯼ ﺭﺍ ﺩﺭ‬ ‫ﺍﺑﺘﺪﺍ ﺳﻌﯽ ﮐﺮﺩ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺩﺭﺳﺖ ﻣﺜﻞ ﻓﺮﺍﻧﺸﯿﺰﻫﺎ ﻧﻈﺎﻡ ﻗﺎﻧﻮ‬
‫ﺩﺍﻧﻢ ﺑﺮﺧﯽ ﮐﺸﻮﺭﻫﺎ‬ ‫ﻗﺮﺍﺭ ﺩﻫﺪ ﻭ ﺗﺎ ﺁﻧﺠﺎ ﮐﻪ‬ ‫ﺯﻣﺮﻩ ﻓﻌﺎﻟﯿﺖﻫﺎﯼ ﻏﯿﺮﻗﺎﻧﻮ‬
‫ﻗﺮﺍﺭ ﺩﻫﻨﺪ ﻭ‬ ‫ﺭﺍ ﺩﺭ ﺭﺩﻩ ﻓﻌﺎﻟﯿﺖﻫﺎﯼ ﻏﯿﺮﻗﺎﻧﻮ‬ ‫ﻣﻮﻓﻖ ﺷﺪﻩﺍﻧﺪ ﺍﯾﻦ ﻧﻮﻉ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﯾﺎ ﺑﻪﺷﺪﺕ ﻣﺤﺪﻭﺩ ﻧﻤﺎﯾﻨﺪ‪ .‬ﻫﺮ ﺳﯿﺴﺘﻢ ﺑﺎ ﺍﯾﺪﻩ ﺟﺪﯾﺪ ﺍﻏﻠﺐ ﺍﯾﻦ ﻓﺮﺁﯾﻨﺪ ﺭﺍ ﻃﯽ‬
‫ﺍﺑﺘﺪﺍ ﻫﻤﭽﻮﻥ ﻓﻌﺎﻟﯿﺖﻫﺎﯼ ﻋﺠﯿﺐ ﻭ ﺳﻮءﻇﻦﺑﺮﺍﻧﮕﯿﺰ ﻃﺒﻘﻪﺑﻨﺪﯼ‬ ‫ﮐﻨﺪ‪ .‬ﯾﻌ‬
‫ﺷﺒﮑﻪﺍﯼ ﻧﻮﻋﯽ ﮐﻼﻫﺒﺮﺩﺍﺭﯼ‬ ‫ﮐﺮﺩﻡ ﮐﻪ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺷﻮﺩ‪ .‬ﺍﺑﺘﺪﺍ ﻣﻦ ﻧﯿﺰ ﻓﮑﺮ‬
‫ﺷﺒﮑﻪﺍﯼ‬ ‫ﺍﺳﺖ ﺍﻣﺎ ﻃﯽ ﭼﻨﺪﯾﻦ ﺳﺎﻝ ﺳﯿﺴﺘﻢﻫﺎﯼ ﺍﺭﺯﺷﻤﻨﺪﯼ ﮐﻪ ﺩﺭ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﺍﯾﺠﺎﺩ ﺷﺪﻩﺍﻧﺪ ﺭﺍ ﻣﻄﺎﻟﻌﻪ ﮐﺮﺩﻡ ﻭ ﭼﻨﺪ ﺗﻦ ﺍﺯ ﺩﻭﺳﺘﺎﻧﻢ ﺭﺍ ﺩﯾﺪﻡ ﮐﻪ ﺩﺭ ﺍﯾﻦ ﺷﮑﻞ‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪15‬‬

‫ﺑﻪ ﻣﻮﻓﻘﯿﺖ ﺩﺳﺖ ﯾﺎﻓﺘﻨﺪ ﻫﻤﯿﻦ ﻧﻈﺮﻡ ﺭﺍ ﻋﻮﺽ ﮐﺮﺩ‪.‬‬ ‫ﺍﺯ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺗﻌﺼﺐ ﺧﻮﺩ ﺭﺍ ﺍﺯ ﺑﯿﻦ ﺑﺮﺩﻡ ﻭ ﺑﻪ ﺗﺤﻘﯿﻖ ﺩﺭ ﺧﺼﻮﺹ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﻭﻗ‬

‫ﺷﮑﺒﻪﺍﯼ ﭘﺮﺩﺍﺧﺘﻢ ﻣﺘﻮﺟﻪ ﺷﺪﻡ ﮐﻪ ﺑﺴﯿﺎﺭﯼ ﺍﻓﺮﺍﺩ ﻫﺴﺘﻨﺪ ﮐﻪ ﺻﺎﺩﻗﺎﻧﻪ ﻭ ﺑﺎ‬
‫ﺑﺎ ﺁﻥﻫﺎ‬ ‫ﺷﺒﮑﻪﺍﯼ ﻣﻮﻓﻘﯽ ﺳﺎﺧﺘﻪﺍﻧﺪ‪ .‬ﻭﻗ‬ ‫ﺳﯿﺴﺘﻢﻫﺎﯼ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺳﺨﺖﮐﻮ‬
‫ﺳﺎﯾﺮ ﻣﺮﺩﻡ ﺭﺍ ﻧﯿﺰ ﺩﯾﺪﻡ‪ .‬ﺁﻧﮕﺎﻩ‬ ‫ﻭ ﺁﯾﻨﺪﻩ ﻣﺎ‬ ‫ﺻﺤﺒﺖ ﮐﺮﺩ ﺗﺄﺛﯿﺮ ﺁﻧﺎﻥ ﺭﻭﯼ ﺯﻧﺪ‬
‫ﺑﺮﺩﻡ‪ .‬ﺩﺭ ﺍﯾﻦ ﺳﯿﺴﺘﻢ ﺍﻓﺮﺍﺩ‬ ‫ﺷﺒﮑﻪﺍﯼ‬ ‫ﺑﻪﺗﺪﺭﯾﺞ ﺑﻪ ﺍﺭﺯﺵ ﺳﯿﺴﺘﻢ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﻭﺍﺭﺩ ﯾﮏ ﺳﯿﺴﺘﻢ ﻓﻌﺎﻝ ﺷﻮﻧﺪ ﻭ ﺑﻪﺳﺮﻋﺖ ﺳﯿﺴﺘﻢ‬ ‫ﺗﻮﺍﻧﻨﺪ ﺑﺎ ﻣﺒﻠﻎ ﻣﻌﻘﻮ‬
‫ﺩﺭ‬ ‫ﮐﺎﺭﯼ ﺧﻮﺩ ﺭﺍ ﺑﻨﺎ ﻧﻬﻨﺪ‪ .‬ﺍﯾﻦ ﺳﺎﺯﻣﺎﻥﻫﺎ ﺑﺎ ﮐﻤﮏ ﭘﯿﺸﺮﻓﺖﻫﺎﯼ ﺗﮑﻨﻮﻟﻮﮊﯾ‬
‫ﺻﻨﻌﺖ ﺭﺍﯾﺎﻧﻪ ﺗﻤﺎﻣﴼ ﺧﻮﺩﮐﺎﺭ ﺷﺪﻩﺍﻧﺪ ﻭ ﺣﺎﻻ ﺩﯾﮕﺮ ﺍﻣﻮﺭ ﺩﺷﻮﺍﺭ ﻭ ﮔﯿﺞﮐﻨﻨﺪﻩﺍﯼ‬
‫ﻫﻤﭽﻮﻥ ﺗﺸﺮﯾﻔﺎﺕ ﺍﺩﺍﺭﯼ ﭘﺮﻭﺳﻪ ﺳﻔﺎﺭﺵ ﺗﻮﺯﯾﻊ ﺣﺴﺎﺑﺪﺍﺭﯼ ﻭ ﭘﯿﮕﯿﺮﯼ ﺗﻘﺮﯾﺒﴼ‬
‫ﺑﻪﻃﻮﺭ ﮐﺎﻣﻞ ﺗﻮﺳﻂ ﺳﯿﺴﺘﻢﻫﺎﯼ ﻧﺮﻡﺍﻓﺰﺍﺭﯼ ﺍﺯ ﺍﯾﻦ ﻓﺮﺻﺖ ﺗﺠﺎﺭﯼ ﺧﻮﺩﮐﺎﺭ‬
‫ﺗﻤﺎﻡ ﺗﻼﺵ ﺧﻮﺩ ﺭﺍ ﻣﻌﻄﻮﻑ ﺑﻪ ﺳﺎﺧﺘﻦ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺧﻮﺩ ﮐﻨﻨﺪ ﻭ ﻧﮕﺮﺍﻥ‬
‫ﺩﺭﺩﺳﺮﻫﺎﯼ ﻣﻌﻤﻮﻝ ﺭﺍﻩﺍﻧﺪﺍﺯﯼ ﯾﮏ ﺳﯿﺴﺘﻢ ﺗﺠﺎﺭﯼ ﮐﻮﭼﮏ ﻧﺒﺎﺷﻨﺪ‪.‬‬

‫ﺍﻡ ﮐﻪ ﺩﺭ ﺳﺎﻝ‪ ۱۹۹۷‬ﺑﯿﺶﺍﺯ ﯾﮏﻣﯿﻠﯿﻮﻥ ﺩﻻﺭ ﺩﺭ‬ ‫ﺍﺯ ﺩﻭﺳﺘﺎﻥ ﻗﺪﯾ‬ ‫ﯾ‬
‫ﺑﺨﺶ ﺧﺮﯾﺪ ﻭ ﻓﺮﻭﺵ ﺍﻣﻼﮎ ﺑﺪﺳﺖ ﺁﻭﺭﺩ ﺍﺧﯿﺮﴽ ﺑﻪﻋﻨﻮﺍﻥ ﻋﺎﻣﻞ ﺗﻮﺯﯾﻊ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﺷﺒﮑﻪﺍﯼ ﺷﺮﻭﻉ ﺑﻪﮐﺎﺭ ﮐﺮﺩﻩ ﻭ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺧﻮﺩ ﺭﺍ ﺭﺍﻩﺍﻧﺪﺍﺯﯼ ﻧﻤﻮﺩﻩ ﺍﺳﺖ‪ .‬ﺍﺯ‬
‫ﺷﺒﮑﻪﺍﯼ‬ ‫ﯾﮏ ﺳﯿﺴﺘﻢ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺩﯾﺪﻡ ﺍﯾﻦﻃﻮﺭ ﺑﺎ ﺟﺪﯾﺖ ﻭ ﺳﺨﺖﮐﻮ‬ ‫ﺍﯾﻨﮑﻪ‬
‫ﻋﻠﺖ ﺭﺍ ﺍﺯ‬ ‫ﺳﺎﺯﺩ ﻣﺘﻌﺠﺐ ﺑﻮﺩﻡ ﺯﯾﺮﺍ ﺍﻭ ﻭﺍﻗﻌﴼ ﻧﯿﺎﺯﯼ ﺑﻪ ﭘﻮﻝ ﻧﺪﺍﺷﺖ‪ .‬ﻭﻗ‬
‫ﺍﻭ ﺟﻮﯾﺎ ﺷﺪﻡ ﺍﯾﻦﻃﻮﺭ ﺷﺮﺡ ﺩﺍﺩ‪» :‬ﺑﻪ ﻣﺪﺭﺳﻪ ﺭﻓﺘﻢ ﺗﺎ ﯾﮏ ﺣﺴﺎﺑﺪﺍﺭ ﺷﻮﻡ ﻭ‬
‫ﻣﺮﺩﻡ ﺍﺯ‬ ‫ﻫﺴﺘﻢ‪ .‬ﻭﻗ‬ ‫ﺍﮐﻨﻮﻥ ﺩﺍﺭﺍﯼ ﻣﺪﺭﮎ ﻓﻮﻕ ﻟﯿﺴﺎﻧﺲ ﺩﺭ ﺭﺷﺘﻪ ﺍﻣﻮﺭ ﻣﺎ‬
‫ﭘﺮﺳﻨﺪ ﮐﻪ ﭼﻄﻮﺭ ﺍﯾﻦﻗﺪﺭ ﭘﻮﻟﺪﺍﺭ ﺷﺪﻡ ﺑﻪ ﺁﻥﻫﺎ ﺩﺭ ﻣﻮﺭﺩ ﻣﻌﺎﻣﻼﺕ‬ ‫ﻣﻦ‬
‫ﭼﻨﺪﻣﯿﻠﯿﻮﻥ ﺩﻻﺭﯼ ﺩﺭ ﺯﻣﯿﻨﻪ ﺍﻣﻼﮎ ﻭ ﺻﺪﻫﺎﻫﺰﺍﺭ ﺩﻻﺭ ﮐﻪ ﺳﺎﻟﯿﺎﻧﻪ ﺍﺯ‬
‫ﺩﻫﻢ‪ .‬ﺑﻌﺪ ﻣﺘﻮﺟﻪ‬ ‫ﺁﻭﺭﻡ ﺗﻮﺿﯿﺢ‬ ‫ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﺩﺭ ﺑﺨﺶ ﺍﻣﻼﮎ ﺑﺪﺳﺖ‬
‫ﺷﻮﻧﺪ‪ .‬ﻣﺎ ﻫﺮﺩﻭ‬ ‫ﺩﻭﺭ‬ ‫ﺭﻭﻧﺪ ﻭ ﺑﺎ ﺷﺮﻣﻨﺪ‬ ‫ﺷﻮﻡ ﮐﻪ ﺑﺮﺧﯽ ﺍﺯ ﺁﻥﻫﺎ ﻋﻘﺐ‬
‫ﺩﺍﻧﯿﻢ ﮐﻪ ﺷﺎﻧﺲ ﺁﻥﻫﺎ ﺑﺮﺍﯼ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﺩﺭ ﻣﻌﺎﻣﻼﺕ ﭼﻨﺪﻣﯿﻠﯿﻮﻥ ﺩﻻﺭﯼ‬
‫ﮐﻢ ﺗﺎ ﻫﯿﭻ ﺍﺳﺖ‪ .‬ﻋﻼﻭﻩ ﺑﺮ ﻓﻘﺪﺍﻥ ﭘﯿﺸﯿﻨﻪ‬ ‫ﺩﺭ ﺑﺨﺶ ﺍﻣﻼﮎ ﻣﺜﻞ ﻣﻦ ﺧﯿ‬
‫ﺩﺭ ﺍﯾﻦ ﺯﻣﯿﻨﻪ ﭘﻮﻝ ﺍﺿﺎﻓﯽ ﺑﺮﺍﯼ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﻧﺪﺍﺭﻧﺪ‪ .‬ﺑﻪﻫﻤﯿﻦ ﺩﻟﯿﻞ‬ ‫ﺗﺤﺼﯿ‬

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 ‫‪16‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺑﻪ ﺩﻧﺒﺎﻝ ﺭﺍﻫﯽ ﺑﻮﺩﻡ ﺗﺎ ﮐﻤﮑﺸﺎﻥ ﮐﻨﻢ ﺑﻪﻫﻤﺎﻥ ﻣﯿﺰﺍﻥ ﺩﺭﺁﻣﺪ ﮐﻪ ﻣﻦ ﺍﺯ ﺑﺨﺶ‬
‫ﮐﻨﻢ ﺩﺳﺖ ﯾﺎﺑﻨﺪ ﺑﺪﻭﻥ ﺍﯾﻨﮑﻪ ﺷﺶ ﺳﺎﻝ ﺩﯾﮕﺮ ﺑﻪ ﻣﺪﺭﺳﻪ‬ ‫ﺍﻣﻼﮎ ﮐﺴﺐ‬
‫ﺑﺮﻭﻧﺪ ﻭ ‪ ۱۲‬ﺳﺎﻝ ﺩﺭ ﺑﺨﺶ ﺍﻣﻼﮎ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﮐﻨﻨﺪ‪ .‬ﺑﻪ ﺑﺎﻭﺭ ﻣﻦ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﮐﻪ‬ ‫ﺑﺨﺸﺪ ﮐﻪ ﺩﺭﺁﻣﺪ ﻻﺯﻡ ﺑﺮﺍﯼ ﺩﻭﺭﺍ‬ ‫ﺷﺒﮑﻪﺍﯼ ﺍﯾﻦ ﻓﺮﺻﺖ ﺭﺍ ﺑﻪ ﺍﻓﺮﺍﺩ‬
‫ﻣﺸﻐﻮﻝ ﯾﺎﺩﮔﯿﺮﯼ ﻭ ﺗﺒﺪﯾﻞﺷﺪﻥ ﺑﻪ ﯾﮏ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭ ﺣﺮﻓﻪﺍﯼ ﻫﺴﺘﻨﺪ ﺭﺍ ﺑﺪﺳﺖ‬
‫ﺷﺒﮑﻪﺍﯼ ﺭﺍ ﺑﻪ ﺁﻥﻫﺎ ﭘﯿﺸﻨﻬﺎﺩ‬ ‫ﺁﻭﺭﻧﺪ‪ .‬ﺑﻪﻫﻤﯿﻦ ﺩﻟﯿﻞ ﺍﺳﺖ ﮐﻪ ﻣﻦ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﺗﻮﺍﻧﻨﺪ ﺑﻪ ﻣﺪﺕ ﭘﻨﺞ‬ ‫ﺩﺍﺷﺘﻪ ﺑﺎﺷﻨﺪ ﺑﺎ ﺍﯾﻦ ﺣﺎﻝ‬ ‫ﺍﮔﺮ ﭘﻮﻝ ﮐ‬ ‫ﮐﻨﻢ‪ .‬ﺣ‬
‫ﻧﯿﺎﺯ ﺍﺯ ﻓﻌﺎﻟﯿﺖ‬ ‫ﺗﻼﺵ ﮐﻨﻨﺪ ﻭ ﺑﺎ ﺍﯾﻦ ﺩﺭﺁﻣﺪِ ﺍﺿﺎﻓﻪ‬ ‫ﺳﺎﻝ ﺑﺎ ﺳﺨﺖﮐﻮ‬
‫ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﻧﻤﺎﯾﻨﺪ‪ .‬ﺑﺎ ﺍﯾﺠﺎﺩ ﮐﺴﺐﻭﮐﺎﺭ ﺧﻮﺩ ﻭﻗﺖ ﮐﺎﻓﯽ ﺑﺮﺍﯼ ﺁﻣﻮﺧﺘﻦ ﺩﺍﺭﻧﺪ‬
‫ﻗﺎﺩﺭﻧﺪ ﻫﻤﺮﺍﻩ ﺑﺎ ﻣﻦ ﺩﺭ ﻣﻌﺎﻣﻼﺕ ﺑﺰﺭﮔﺘﺮ‬ ‫ﻭ ﻫﻤﯿﻦﻃﻮﺭ ﺑﻪﻟﺤﺎﻅ ﭘﻮ‬
‫ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﻧﻤﺎﯾﻨﺪ‪«.‬‬

‫ﺷﺒﮑﻪﺍﯼ‬ ‫ﺗﺤﻘﯿﻖ ﺩﺭ ﺑﯿﻦ ﺷﺮﮐﺖﻫﺎﯼ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺩﻭﺳﺖ ﻣﻦ ﭘﺲﺍﺯ ﻣﺪ‬

‫ﺍﺯ ﺁﻥﻫﺎ ﻣﻠﺤﻖ ﺷﺪ ﻭ ﺷﺮﻭﻉ ﮐﺮﺩ ﺑﻪ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﺑﻪﻋﻨﻮﺍﻥ ﺗﻮﺯﯾﻊﮐﻨﻨﺪﻩ ﺑﻪ ﯾ‬
‫ﮐﻪ ﻗﺮﺍﺭ ﺍﺳﺖ ﺭﻭﺯﯼ ﺑﺎ ﺍﻭ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﮐﻨﻨﺪ‪ .‬ﺍﻭ ﺑﻪ‬ ‫ﺷﺒﮑﻪﺍﯼ ﺩﺭ ﮐﻨﺎﺭ ﮐﺴﺎ‬
‫ﺧﻮﺍﺳﺘﻢ ﺑﻪ ﻣﺮﺩﻡ‬ ‫ﻣﻦ ﮔﻔﺖ‪» :‬ﻣﻦ ﺩﺭ ﻭﻫﻠﻪ ﺍﻭﻝ ﺍﯾﻦ ﮐﺎﺭ ﺭﺍ ﺍﻧﺠﺎﻡ ﺩﺍﺩﻡ ﺯﯾﺮﺍ‬
‫ﺑﺮﺍﯼ ﺳﺮﻣﺎﯾﻪﮔﺬﺍﺭﯼ ﺑﺪﺳﺖ ﺁﻭﺭﻧﺪ ﻭ ﺍﮐﻨﻮﻥ ﺍﺯ ﻃﺮﯾﻖ ﺍﯾﻦ‬ ‫ﮐﻤﮏ ﮐﻨﻢ ﮐﻪ ﭘﻮ‬
‫ﺷﻮﻡ‪«.‬‬ ‫ﺟﺪﯾﺪ ﺩﺍﺭﻡ ﭘﻮﻟﺪﺍﺭ‬ ‫ﮐﺎﺭ ﮐﺎﻣ‬

‫ﮐﻨﺪ‪ .‬ﺩﺭ‬ ‫ﺩﺭ ﺭﻭﺯﻫﺎﯼ ﺷﻨﺒﻪ ﺑﺮﮔﺰﺍﺭ‬ ‫ﺍﻭ ﻫﺮ ﺩﻭ ﻣﺎﻩ ﯾﮏﺑﺎﺭ ﮐﻼﺱﻫﺎ‬
‫ﺟﻠﺴﻪ ﻧﺨﺴﺖ ﺑﻪ ﺍﻓﺮﺍﺩ ﺩﺭ ﺧﺼﻮﺹ ﺳﯿﺴﺘﻢﻫﺎﯼ ﮐﺎﺭﯼ ﻭ ﻧﯿﺮﻭﯼ ﮐﺎﺭ ﯾﺎ ﺍﯾﻨﮑﻪ‬
‫ﺩﻫﺪ‪ .‬ﺩﺭ ﺟﻠﺴﻪ‬ ‫ﺗﻮﺍﻥ ﺑﻪ ﯾﮏ ﮐﺎﺭﻓﺮﻣﺎﯼ ﻣﻮﻓﻖ ﺗﺒﺪﯾﻞ ﺷﺪ ﺁﻣﻮﺯﺵ‬ ‫ﭼﮕﻮﻧﻪ‬
‫ﺩﻫﺪ‪ .‬ﺍﻭ ﺑﻪ‬ ‫ﺑﻪ ﺁﻥﻫﺎ ﺩﺭﺱ‬ ‫ﻭ ﻫﻮﺵ ﻣﺎ‬ ‫ﺩﻭﻡ ﻣﺎﻩ ﺩﺭ ﺧﺼﻮﺹ ﺳﻮﺍﺩ ﻣﺎ‬
‫ﺑﺎﺷﻨﺪ‪ .‬ﺍﻧﺪﺍﺯﻩ ﮐﻼﺱﻫﺎﯼ ﺍﻭ‬ ‫ﺩﻫﺪ ﮐﻪ ﮐﺎﺭﻣﻨﺪﺍﻥ ﺑﺎﻫﻮﺵ ﻭ ﺯﯾﺮ‬ ‫ﺁﻥﻫﺎ ﯾﺎﺩ‬
‫ﮐﻨﺪ ﺩﺭﺳﺖ ﻣﺜﻞ‬ ‫ﮐﻪ ﺍﻭ ﭘﯿﺸﻨﻬﺎﺩ‬ ‫ﺑﻪﺳﺮﻋﺖ ﺩﺭ ﺣﺎﻝ ﮔﺴﺘﺮﺵ ﺍﺳﺖ‪ .‬ﺍﻟﮕﻮ‬
‫ﺍﻟﮕﻮﯼ ﭘﯿﺸﻨﻬﺎﺩﯼ ﻣﻦ ﺍﺳﺖ‪.‬‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪17‬‬

‫ﯾﮏ ﻓﺮﺍﻧﺸﯿﺰ ﺷﺨ‬

‫ﺷﺒﮑﻪﺍﯼ ﺭﺍ ﺑﻪ ﻣﺮﺩﻡ ﺗﻮﺻﯿﻪ‬ ‫ﻭ ﺑﻪﻫﻤﯿﻦ ﺩﻟﯿﻞ ﺍﺳﺖ ﮐﻪ ﺍﻣﺮﻭﺯ ﺑﺎﺯﺍﺭﯾﺎ‬

‫ﮐﻨﻢ‪ .‬ﺑﺴﯿﺎﺭﯼ ﺍﺯ ﻓﺮﺍﻧﺸﯿﺰﻫﺎﯼ ﻣﻌﺮﻭﻑ ﯾﮏﻣﯿﻠﯿﻮﻥ ﺩﻻﺭ ﯾﺎ ﺑﯿﺸﺘﺮ ﻗﯿﻤﺖ ﺩﺍﺭﻧﺪ‪.‬‬
‫ﺁﻥ ﻫﻢ ﺍﻏﻠﺐ ﺑﻪ ﻗﯿﻤﺖ ‪۲۰۰‬‬ ‫ﺷﺒﮑﻪﺍﯼ ﻣﺜﻞ ﺧﺮﯾﺪ ﯾﮏ ﻓﺮﺍﻧﺸﯿﺰ ﺷﺨ‬ ‫ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﺩﻻﺭ ﺍﺳﺖ‪.‬‬

‫ﺷﺒﮑﻪﺍﯼ ﺳﺨﺖﮐﻮ‬ ‫ﺩﺍﻧﻢ ﮐﻪ ﺑﺨﺶ ﺍﻋﻈﻢ ﻓﻌﺎﻟﯿﺖ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﻣﻦ‬

‫ﺷﺒﮑﻪﺍﯼ ﻭ ﺑﺮﻧﺎﻣﻪﻫﺎﯼ ﺗﻌﺪﯾ‬ ‫ﺍﺳﺖ‪ .‬ﻣﻦ ﺩﺭ ﻣﻮﺭﺩ ﭼﻨﺪﯾﻦ ﺷﺮﮐﺖ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﺁﻥﻫﺎ ﺗﺤﻘﯿﻖ ﮐﺮﺩﻩﺍﻡ‪ .‬ﻫﻨﮕﺎﻡ ﺍﻧﺠﺎﻡ ﺍﯾﻦ ﺗﺤﻘﯿﻖ ﺑﻪ ﭼﻨﺪ ﺷﺮﮐﺖ ﻣﻠﺤﻖ ﺷﺪﻡ ﻓﻘﻂ‬
‫ﺧﻮﺏ ﺑﻮﺩ ﻭ ﺧﻮﺩﻡ ﺑﻪﻋﻨﻮﺍﻥ ﯾﮏ‬ ‫ﺑﻪ ﺍﯾﻦ ﺩﻟﯿﻞ ﮐﻪ ﻣﺤﺼﻮﻝ ﺁﻥﻫﺎ ﺧﯿ‬
‫ﮐﺮﺩﻡ‪.‬‬ ‫ﻣﺼﺮﻑﮐﻨﻨﺪﻩ ﺍﺯ ﺁﻥﻫﺎ ﺍﺳﺘﻔﺎﺩﻩ‬

‫ﺑﺎ ﺍﯾﻦ ﺣﺎﻝ ﺍﮔﺮ ﻗﺮﺍﺭ ﺑﻮﺩ ﺩﺭ ﺧﺼﻮﺹ ﯾﺎﻓﺘﻦ ﯾﮏ ﺳﺎﺯﻣﺎﻥ ﺧﻮﺏ ﮐﻪ ﺑﻪ‬
‫ﮔﻔﺘﻢ ﮐﻪ ﺑﯿﺶﺍﺯ ﺗﻮﺟﻪ ﺑﻪ‬ ‫ﺁﻓﺮﯾﻦ ﺷﺪﻥ ﺷﻤﺎ ﮐﻤﮏ ﮐﻨﺪ ﺗﻮﺻﯿﻪﺍﯼ ﮐﻨﻢ‬
‫ﺩﻫﺪ ﻣ ّ‬
‫ﺪ ﻧﻈﺮ ﻗﺮﺍﺭ ﺩﻫﯿﺪ ﺯﯾﺮﺍ ﺑﺮﺧﯽ ﺍﺯ‬ ‫ﺭﺍ ﮐﻪ ﺳﺎﺯﻣﺎﻥ ﺍﺭﺍﺋﻪ‬ ‫ﻣﺤﺼﻮﻝ ﺁﻣﻮﺯ‬
‫ﺧﻮﺍﻫﻨﺪ ﮐﻪ ﺷﻤﺎ ﺳﯿﺴﺘﻢ ﺁﻥﻫﺎ ﺭﺍ ﺑﻪ‬ ‫ﺷﺒﮑﻪﺍﯼ ﻓﻘﻂ‬ ‫ﺳﺎﺯﻣﺎﻥﻫﺎﯼ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﻧﯿﺰ ﻫﺴﺘﻨﺪ ﮐﻪ ﺩﺭ ﻭﻫﻠﻪ ﺍﻭﻝ‬ ‫ﺩﻭﺳﺘﺎﻥ ﺧﻮﺩ ﺑﻔﺮﻭﺷﯿﺪ‪ .‬ﺍﺯ ﻃﺮﻓﯽ ﺳﺎﺯﻣﺎﻥﻫﺎ‬
‫ﺧﻮﺍﻫﻨﺪ ﺑﻪ ﺷﻤﺎ ﺁﻣﻮﺯﺵ ﺩﻫﻨﺪ ﻭ ﮐﻤﮏ ﮐﻨﻨﺪ ﺗﺎ ﻣﻮﻓﻖ ﺷﻮﯾﺪ‪.‬‬

‫ﺑﺮﺩﻡ‬ ‫ﺷﺒﮑﻪﺍﯼ ﺩﺍﺷﺘﻢ ﺑﻪ ﺩﻭ ﻣﻄﻠﺐ ﻣﻬﻢ‬ ‫ﻃﯽ ﺗﺤﻘﯿﻘﯽ ﮐﻪ ﺍﺯ ﺑﺎﺯﺍﺭﯾﺎ‬

‫ﺷﺒﮑﻪﺍﯼ ﺑﯿﺎﻣﻮﺯﯾﺪ‪.‬‬ ‫ﺗﻮﺍﻧﯿﺪ ﻃﯽ ﯾﺎﺩﮔﯿﺮﯼ ﺑﺮﻧﺎﻣﻪﻫﺎﯼ ﺷﺮﮐﺖﻫﺎﯼ ﺑﺎﺯﺍﺭﯾﺎ‬ ‫ﮐﻪ‬
‫ﺩﺭ ﺗﺒﺪﯾﻞﺷﺪﻥ ﺷﻤﺎ ﺑﻪ ﯾﮏ ﮐﺎﺭﺁﻓﺮﯾﻦ ﻣﻮﻓﻖ ﺩﺍﺭﻧﺪ‪:‬‬ ‫ﮐﻪ ﻧﻘﺶ ﻣﻬ‬ ‫ﻣﻄﺎﻟ‬

‫‪ .۱‬ﺑﺮﺍﯼ ﻣﻮﻓﻖﺷﺪﻥ ﺑﺎﯾﺪ ﯾﺎﺩ ﺑﮕﯿﺮﯾﺪ ﮐﻪ ﺑﺮ ﺗﺮﺱ ﺧﻮﺩ ﺍﺯ ﻧﭙﺬﯾﺮﻓﺘﻪ ﺷﺪﻥ‬

‫ﻏﻠﺒﻪ ﮐﻨﯿﺪ ﻭ ﺍﺯ ﺍﯾﻨﮑﻪ ﺳﺎﯾﺮ ﻣﺮﺩﻡ ﺩﺭ ﻣﻮﺭﺩ ﺷﻤﺎ ﭼﻪ ﺧﻮﺍﻫﻨﺪ ﮔﻔﺖ ﻫﯿﭻ ﻧﮕﺮﺍ‬
‫ﺭﺍ ﺩﯾﺪﻩﺍﻡ ﮐﻪ ﭘﺴﺮﻓﺖ ﮐﺮﺩﻩﺍﻧﺪ ﺻﺮﻓﴼ‬ ‫ﻧﺪﺍﺷﺘﻪ ﺑﺎﺷﯿﺪ‪ .‬ﺑﺴﯿﺎﺭﯼ ﺍﺯ ﺍﻭﻗﺎﺕ ﮐﺴﺎ‬
‫ﺗﺮﺳﯿﺪﻧﺪ ﺍﮔﺮ ﻃﻮﺭ ﺩﯾﮕﺮﯼ ﻋﻤﻞ ﮐﻨﻨﺪ ﺩﻭﺳﺘﺎﻧﺸﺎﻥ ﺩﺭ ﻣﻮﺭﺩ‬ ‫ﺑﻪ ﺍﯾﻦ ﺩﻟﯿﻞ ﮐﻪ‬
‫ﺩﺍﻧﻢ ﺯﯾﺮﺍ ﺧﻮﺩﻡ ﺁﻥﺭﺍ‬ ‫ﺁﻥﻫﺎ ﭼﻪ ﺧﻮﺍﻫﻨﺪ ﮔﻔﺖ‪ .‬ﻣﻦ ﺍﯾﻦ ﻧﮑﺘﻪ ﺭﺍ ﺑﻪﺧﻮ‬

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 ‫‪18‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﭼﻪ ﮐﺎﺭ‬ ‫ﺩﺍﻧﺴﺘﻨﺪ ﮐﻪ ﻫﺮ ﮐ‬ ‫ﺗﺠﺮﺑﻪ ﮐﺮﺩﻩﺍﻡ‪ .‬ﺩﺭ ﺷﻬﺮ ﮐﻮﭼﮏ ﻣﺎ ﻫﻤﻪ‬

‫ﺷﻬﺮ‬ ‫ﮐﺮﺩﯾﺪ ﺩﻭﺳﺖ ﻧﺪﺍﺷﺖ ﻫﻤﻪ ﺍﻫﺎ‬ ‫ﮐﺎﺭﯼ ﺭﺍ ﮐﻪ ﺷﻤﺎ‬ ‫ﮐﻨﺪ‪ .‬ﺍﮔﺮ ﮐ‬
‫ﮐﺮﺩﻧﺪ‪.‬‬ ‫ﺷﺪﻧﺪ ﻭ ﺩﺭ ﮐﺎﺭﺗﺎﻥ ﻣﺪﺍﺧﻠﻪ‬ ‫ﺍﺯ ﺁﻥ ﺑﺎﺧﺒﺮ‬

‫ﮐﺮﺩﻡ ﺍﯾﻦ ﺑﻮﺩ‪» :‬ﺍﯾﻨﮑﻪ‬ ‫ﮐﻪ ﺩﺍﺋﻢ ﺑﺎ ﺧﻮﺩﻡ ﺗﮑﺮﺍﺭ‬ ‫ﺍﺯ ﺑﻬﺘﺮﯾﻦ ﺟﻤﻼ‬ ‫ﯾ‬
‫ﻧﺪﺍﺭﺩ‪ .‬ﻣﻬﻢﺗﺮﯾﻦ ﻣﺴﺌﻠﻪ‬ ‫ﮐﻨﯿﺪ ﺍﺻﻼً ﺑﺮﺍﯾﻢ ﺍﻫﻤﯿ‬ ‫ﺷﻤﺎ ﺩﺭ ﻣﻮﺭﺩ ﻣﻦ ﭼﻪ ﻓﮑﺮﯼ‬
‫ﮐﻨﻢ‪«.‬‬ ‫ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﻣﻦ ﺩﺭ ﻣﻮﺭﺩ ﺧﻮﺩﻡ ﭼﻪ ﻓﮑﺮﯼ‬

‫ﮐﻪ ﭘﺪﺭ ﭘﻮﻟﺪﺍﺭﻡ ﻣﺮﺍ ﺗﺸﻮﯾﻖ ﮐﺮﺩ ﺗﺎ ﭼﻬﺎﺭ ﺳﺎﻝ ﺩﺭ ﺑﺨﺶ‬ ‫ﺍﺯ ﺩﻻﯾ‬ ‫ﯾ‬
‫ﺁﻥﻫﺎ‬ ‫ﻓﺮﻭﺵ ﺷﺮﮐﺖ ﺯﯾﺮﺍﮐﺲ ﮐﺎﺭ ﮐﻨﻢ ﺍﯾﻦ ﻧﺒﻮﺩ ﮐﻪ ﺑﻪ ﺩﺳﺘﮕﺎﻩﻫﺎﯼ ﻓﺘﻮﮐ‬
‫ﺧﻮﺍﺳﺖ ﻣﻦ ﺑﺮ ﺧﺠﺎﻟﺖ ﻭ ﺗﺮﺱ ﺍﺯ‬ ‫ﻋﻼﻗﻪ ﺩﺍﺷﺖ ﺑﻠﮑﻪ ﺑﻪ ﺍﯾﻦ ﺩﻟﯿﻞ ﺑﻮﺩ ﮐﻪ‬
‫ﻧﭙﺬﯾﺮﻓﺘﻪﺷﺪﻥ ﻏﻠﺒﻪ ﮐﻨﻢ‪.‬‬

‫‪ .۲‬ﯾﺎﺩﮔﯿﺮﯼ ﻧﺤﻮﻩ ﺍﺩﺍﺭﻩ ﺍﻓﺮﺍﺩ‪ .‬ﮐﺎﺭﮐﺮﺩﻥ ﺑﺎ ﺍﻗﺸﺎﺭ ﻣﺨﺘﻠﻒ ﻣﺮﺩﻡ‬

‫ﺷﻮﻧﺪ ﺭﻫﺒﺮﺍ‬ ‫ﮐﻪ ﺩﺭ ﻫﺮ ﮐﺎﺭﯼ ﻣﻮﻓﻖ‬ ‫ﻣﺸﮑﻞﺗﺮﯾﻦ ﺑﺨﺶ ﮐﺎﺭ ﺍﺳﺖ‪ .‬ﮐﺴﺎ‬
‫ﮐﻨﺎﺭﺁﻣﺪﻥ ﻭ ﺍﻟﻬﺎﻡﺑﺨﺸﯿﺪﻥ ﺑﻪ ﺍﻓﺮﺍﺩ ﻣﻬﺎﺭﺕ ﺑﺴﯿﺎﺭ‬ ‫ﻭﺍﻗﻌﯽ ﻫﺴﺘﻨﺪ‪ .‬ﺗﻮﺍﻧﺎ‬
‫ﺗﻮﺍﻥ ﺁﻥﺭﺍ ﺁﻣﻮﺧﺖ‪.‬‬ ‫ﮐﻪ‬ ‫ﺍﺭﺯﺷﻤﻨﺪﯼ ﺍﺳﺖ‪ .‬ﻣﻬﺎﺭ‬

‫ﺩﺍﺭﺩ ﮐﻪ‬ ‫ﻧﺪﺍﺭﺩ ﺑﻠﮑﻪ ﺑﻪ ﺍﯾﻦ ﺑﺴﺘ‬ ‫ﺑﻪ ﻧﻮﻉ ﮐﺎﺭﺗﺎﻥ ﺑﺴﺘ‬ ‫ﺧﯿ‬ ‫ﮐﺎﺭ ﺁﻓﺮﯾ‬
‫ﺑﺸﻮﯾﺪ‪ .‬ﯾﺎﺩ ﺑﮕﯿﺮﯾﺪ ﮐﻪ ﭼﮕﻮﻧﻪ ﺑﺎ ﻧﭙﺬﯾﺮﻓﺘﻪﺷﺪﻥ ﮐﻨﺎﺭ ﺑﯿﺎﯾﯿﺪ‬ ‫ﺧﻮﺍﻫﯿﺪ ﭼﻪ ﮐ‬
‫ﺍﻧﺪﯾﺸﻨﺪ ﻗﺮﺍﺭ ﻧﮕﯿﺮﯾﺪ ﻭ ﯾﺎﺩ ﺑﮕﯿﺮﯾﺪ‬ ‫ﺗﺤﺖ ﺗﺄﺛﯿﺮ ﺁﻧﭽﻪ ﮐﻪ ﻣﺮﺩﻡ ﺩﺭ ﻣﻮﺭﺩﺗﺎﻥ‬
‫ﺩﺳﺖ ﯾﺎﺑﯿﺪ‪ .‬ﺑﻪﻫﻤﯿﻦ ﺩﻟﯿﻞ‬ ‫ﻣﺮﺩﻡ ﺭﺍ ﺭﻫﺒﺮﯼ ﮐﻨﯿﺪ ﻭ ﺍﺯ ﺍﯾﻦ ﻃﺮﯾﻖ ﺑﻪ ﺷﮑﻮﻓﺎ‬
‫ﺷﺒﮑﻪﺍﯼ ﻫﺴﺘﻢ ﮐﻪ ﺩﺭ ﻭﻫﻠﻪ ﺍﻭﻝ ﺧﻮﺩ ﺭﺍ‬ ‫ﻣﻦ ﻃﺮﻓﺪﺍﺭ ﻫﺮ ﺳﺎﺯﻣﺎﻥ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﺍﺭﺗﻘﺎ ﺩﻫﺪ ﺗﺎ‬ ‫ﻫﺎﯼ ﺷﻤﺎ ﺭﺍ ﺑﻪﻋﻨﻮﺍﻥ ﯾﮏ ﻧﯿﺮﻭﯼ ﺍﻧﺴﺎ‬ ‫ﺩﺍﻧﺪ ﺗﻮﺍﻧﺎ‬ ‫ﻣﺘﻌﻬﺪ‬
‫ﺧﻮﺍﻫﻢ‬ ‫ﺍﯾﻨﮑﻪ ﺑﺨﻮﺍﻫﺪ ﺍﺯ ﺷﻤﺎ ﯾﮏ ﻓﺮﻭﺷﻨﺪﻩ ﺑﺴﺎﺯﺩ‪ .‬ﻣﻦ ﺑﻪﺩﻧﺒﺎﻝ ﺳﺎﺯﻣﺎﻥﻫﺎ‬
‫ﺑﻮﺩ ﮐﻪ‪:‬‬

‫‪ .۱‬ﺍﻣﺘﺤﺎﻥ ﺧﻮﺩ ﺭﺍ ﭘﺲ ﺩﺍﺩﻩ ﺑﺎﺷﻨﺪ ﻭ ﺩﺍﺭﺍﯼ ﺳﺎﺑﻘﻪ ﮐﺎﺭﯼ ﻣﻮﻓﻖ ﻭ ﺳﯿﺴﺘﻢ‬

‫ﺑﺎﺷﻨﺪ ﮐﻪ ﺳﺎﻝﻫﺎ ﻣﻮﻓﻖ ﺑﻮﺩﻩ ﺍﺳﺖ‪.‬‬ ‫ﺗﻮﺯﯾﻊ ﻭ ﺑﺮﻧﺎﻣﻪﻫﺎﯼ ﺑﺎﺯﻧﺸﺴﺘ‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪19‬‬

‫ﺗﻮﺍﻧﺪ ﺑﻪ ﻣﻮﻓﻘﯿﺖ ﺷﻤﺎ ﮐﻤﮏ ﮐﻨﺪ‪.‬‬ ‫‪ .۲‬ﯾﮏ ﻓﺮﺻﺖ ﮐﺎﺭﯼ ﺩﺍﺭﻧﺪ ﮐﻪ‬
‫ﺩﯾﮕﺮﺍﻥ ﺑﺎﻭﺭ ﺩﺍﺭﻧﺪ ﻭ ﺻﻤﯿﻤﺎﻧﻪ ﺑﺎ ﺁﻥﻫﺎ ﺳﻬﯿﻢ‬ ‫ﮐﻪ ﺑﻪ ﺗﻮﺍﻧﺎ‬ ‫ﺳﺎﺯﻣﺎﻥﻫﺎ‬
‫ﺷﻮﻧﺪ‪.‬‬

‫ﺑﺮﺍﯼ ﺍﺭﺗﻘﺎ ﺳﻄﺢ ﺗﻮﺍﻧﺎ‬ ‫ﺑﻠﻨﺪﻣﺪﺕ ﻭ ﺩﺍﺋ‬ ‫‪ .۳‬ﺩﺍﺭﺍﯼ ﺑﺮﻧﺎﻣﻪﻫﺎﯼ ﺁﻣﻮﺯ‬

‫ﺩﺭ ﺑﯿﺰﯾﻨﺲ ﻣﻦ ﺷﺪﻥ ﺍﺳﺖ‪.‬‬ ‫ﺍﻓﺮﺍﺩ ﺑﺎﺷﻨﺪ‪ .‬ﺍﻋﺘﻤﺎﺩﺑﻪﻧﻔﺲ ﻋﻨﺼﺮ ﺍﺳﺎ‬

‫ﺧﻮﺍﻫﯿﺪ ﺍﺯ ﺭﻫﺒﺮﺍﻥ ﯾﺎﺩ‬ ‫ﺟﻮﯾﻨﺪ‪ .‬ﺷﻤﺎ‬ ‫‪ .۴‬ﺍﺯ ﻭﺟﻮﺩ ﭘﯿﺸﮑﺴﻮﺗﺎﻥ ﺑﻬﺮﻩ‬

‫ﺧﻮﺍﻫﻨﺪ ﮐﻪ‬ ‫ﺑﮕﯿﺮﯾﺪ ﻧﻪ ﺍﺯ ﻣﺸﺎﻭﺭﺍﻥ‪ .‬ﺭﻫﺒﺮﺍﻥ ﺍﻓﺮﺍﺩ ﭘﯿﺸﺮﻭ ﺩﺭ ﮐﺴﺐ ﻭﮐﺎﺭﻧﺪ ﮐﻪ‬
‫ﺷﻤﺎ ﻣﻮﻓﻖ ﺷﻮﯾﺪ‪.‬‬

‫ﺁﻥﻫﺎ ﺑﺮﺍﯼ ﺷﻤﺎ ﻗﺎﺑﻞ ﺍﺣﺘﺮﺍﻡ ﺑﺎﺷﺪ ﻭ ﺍﺯ ﺑﻮﺩﻥ ﺩﺭ‬ ‫‪ .۵‬ﻧﯿﺮﻭﯼ ﺍﻧﺴﺎ‬
‫ﮐﻨﺎﺭﺷﺎﻥ ﻟﺬﺕ ﺑﺒﺮﯾﺪ‪.‬‬

‫ﺩﺍﺭﺍﯼ ﺍﯾﻦ ﭘﻨﺞ ﻣﻌﯿﺎﺭ ﺑﺎﺷﺪ ﺁﻧﮕﺎﻩ ﻭ ﺗﻨﻬﺎ ﺁﻧﮕﺎﻩ ﺑﻪ ﻣﺤﺼﻮﻝ ﺁﻥ‬ ‫ﺍﮔﺮ ﺳﺎﺯﻣﺎ‬
‫ﺑﯿﻨﻨﺪ ﻭ ﺑﻪ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﻭ‬ ‫ﺑﻨﮕﺮﯾﺪ‪ .‬ﺑﺴﯿﺎﺭﯼ ﺍﺯ ﻣﺮﺩﻡ ﻓﻘﻂ ﻣﺤﺼﻮﻝ ﺭﺍ‬
‫ﮐﻪ‬ ‫ﮐﻪ ﭘﺸﺖ ﺁﻥ ﻗﺮﺍﺭ ﺩﺍﺭﺩ ﺗﻮﺟﻬﯽ ﻧﺪﺍﺭﻧﺪ‪ .‬ﺩﺭ ﺑﺮﺧﯽ ﺍﺯ ﺳﺎﺯﻣﺎﻥﻫﺎ‬ ‫ﺳﺎﺯﻣﺎ‬
‫ﺷﻤﺮﺩﻧﺪ ﺍﯾﻦ ﺑﻮﺩ‪» :‬ﺳﺎﺩﻩ‬ ‫ﮐﻪ ﺑﺮ‬ ‫ﺍﺯ ﺍﻣﺘﯿﺎﺯﺍ‬ ‫ﻗﺮﺍﺭ ﺩﺍﺩﻡ ﯾ‬ ‫ﻣﻮﺭﺩ ﺑﺮﺭ‬
‫ﻓﺮﻭﺷﺪ‪ «.‬ﺍﮔﺮ ﺷﻤﺎ ﻗﺼﺪ ﺩﺍﺷﺘﻪ ﺑﺎﺷﯿﺪ‬ ‫ﺍﺳﺖ! ﻣﺤﺼﻮﻝ ﺧﻮﺩﺵ ﺧﻮﺩﺵ ﺭﺍ‬
‫ﯾﮏ ﺧﻮﯾﺶﻓﺮﻣﺎ ﺁﻧﮕﺎﻩ ﻣﺤﺼﻮﻝ ﺑﺮﺍﯼ ﺷﻤﺎ ﻣﻬﻢﺗﺮﯾﻦ‬ ‫ﯾﮏ ﻓﺮﻭﺷﻨﺪﻩ ﺷﻮﯾﺪ ﯾﻌ‬
‫ﺧﻮﺍﻫﯿﺪ ﺑﻪ ﺳﻤﺖ ﯾﮏ ﮐﺎﺭﻓﺮﻣﺎﯼ ﺑﻠﻨﺪﻣﺪﺕﺷﺪﻥ ﮔﺎﻡ‬ ‫ﺭﮐﻦ ﺍﺳﺖ‪ .‬ﺍﻣﺎ ﺍﮔﺮ‬
‫ﻣﻬﻢﺗﺮﯾﻦ ﺍﺭﮐﺎﻥ‬ ‫ﻭ ﺳﭙﺲ ﻧﯿﺮﻭﯼ ﺍﻧﺴﺎ‬ ‫ﺑﺮﺩﺍﺭﯾﺪ ﺁﻧﮕﺎﻩ ﺳﯿﺴﺘﻢ ﺁﻣﻮﺯﺵ ﺩﺍﺋ‬
‫ﺷﻤﺎ ﺧﻮﺍﻫﻨﺪ ﺑﻮﺩ‪.‬‬

‫ﺍﺯ ﺩﻭﺳﺘﺎﻥ ﻭ ﻫﻤﮑﺎﺭﺍﻧﻢ ﮐﻪ ﺩﺭ ﺍﯾﻦ ﺻﻨﻌﺖ ﺗﺒ ّ‬

‫ﺤﺮ ﺩﺍﺭﺩ ﺍﺭﺯﺵ ﺯﻣﺎﻥ‬ ‫ﯾ‬
‫ﻫﺎﯾﻢ ﺭﺍ ﺑﻪ ﻣﻦ ﯾﺎﺩﺁﻭﺭﯼ ﮐﺮﺩ‪ .‬ﯾﮏ ﺷﺮﮐﺖ‬ ‫ﺍﺯ ﺍﺭﺯﺷﻤﻨﺪﺗﺮﯾﻦ ﺩﺍﺭﺍ‬ ‫ﺑﻪﻋﻨﻮﺍﻥ ﯾ‬
‫ﯾﺎﺑﺪ ﮐﻪ ﺑﻬﺮﻩﻭﺭﯼ ﺷﻤﺎ ﺍﺯ‬ ‫ﺑﻪ ﻣﻮﻓﻘﯿﺖ ﻭﺍﻗﻌﯽ ﺩﺳﺖ‬ ‫ﺷﺒﮑﻪﺍﯼ ﻭﻗ‬ ‫ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﻭﻗﻔﻪ ﺩﺭ ﮐﻮﺗﺎﻩﻣﺪﺕ ﻣﻨﺠﺮ ﺑﻪ ﺩﺭﺁﻣﺪ ﭼﺸﻤﮕﯿﺮ ﻭ ﺑﻠﻨﺪﻣﺪﺕ‬ ‫ﺯﻣﺎﻥ ﻭ ﺗﻼﺵ‬
‫ﺗﻮﺍﻧﯿﺪ ﺍﺯ ﮐﺎﺭﮐﺮﺩﻥ‬ ‫ﺷﻤﺎ ﯾﮏ ﺳﺎﺯﻣﺎﻥ ﻗﻮﯼ ﺭﺍ ﺳﺎﺧﺘﻪ ﺑﺎﺷﯿﺪ‬ ‫ﺷﻮﺩ‪ .‬ﻭﻗ‬
‫ﮐﻪ ﺳﺎﺧﺘﻪﺍﯾﺪ‬ ‫ﺩﺳﺖ ﺑﮑﺸﯿﺪ ﻭ ﺟﺮﯾﺎﻥ ﺩﺭﺁﻣﺪ ﺷﻤﺎ ﺍﺯ ﻣﺤﻞ ﻓﻌﺎﻟﯿﺖﻫﺎﯼ ﺳﺎﺯﻣﺎ‬
‫ﻣﻬﻢﺗﺮﯾﻦ ﮐﻠﯿﺪ ﻣﻮﻓﻘﯿﺖ ﺩﺭ ﯾﮏ ﺷﺮﮐﺖ‬ ‫ﺍﺩﺍﻣﻪ ﺧﻮﺍﻫﺪ ﯾﺎﻓﺖ‪ .‬ﺑﺎﺍﯾﻦﺣﺎﻝ‬
‫ﺷﺒﮑﻪﺍﯼ ﺗﻌﻬﺪ ﺑﻠﻨﺪﻣﺪﺕ ﺩﺭ ﺟﺎﯾﮕﺎﻩ ﺧﻮﺩ ﻭ ﻫﻤﯿﻦﻃﻮﺭ ﺟﺎﯾﮕﺎﻩ ﺳﺎﺯﻣﺎﻥ‬ ‫ﺑﺎﺯﺍﺭﯾﺎ‬

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 ‫‪20‬‬ ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬

‫ﺍﺳﺖ ﺗﺎ ﺗﺒﺪﯾﻞ ﺑﻪ ﺭﻫﺒﺮ ﮐﺎﺭﯼ ﮐﻪ ﺩﺭ ﺭﺅﯾﺎﯾﺶ ﻫﺴﺘﯿﺪ ﺑﺸﻮﯾﺪ‪.‬‬

‫ﺍﺳﺖ ﺑﻪﺳﻮﯼ ﺍﺳﺘﻘﻼﻝ ﻣﺎ‬ ‫ﯾﮏ ﺳﯿﺴﺘﻢ ﭘ‬

‫ﺗﺠﺮﺑﻪﺍﯼ ﻧﺒﻮﺩ ﮐﻪ ﺑﺨﻮﺍﻫﻢ ﺗﮑﺮﺍﺭ ﺷﻮﺩ‪ .‬ﺑﺎﺍﯾﻦﺣﺎﻝ ﺍﯾﻦ ﺗﺠﺮﺑﻪ ﺑﺮﺍﯼ‬ ‫ﺧﺎﻧﻤﺎ‬
‫ﻧﻪ ﺩﺭ ﺁﻧﭽﻪ ﮐﻪ ﺍﻧﺠﺎﻡ‬ ‫ﺑﻮﺩ‪ .‬ﺍﻣﺮﻭﺯ ﺍﺳﺘﻘﻼﻝ ﻭ ﺍﻣﻨﯿﺖ ﻣﺎ‬ ‫ﻣﻦ ﻭ ﮐﯿﻢ ﺑﺴﯿﺎﺭ ﻗﯿﻤ‬
‫ﺷﻮﺩ‪.‬‬ ‫ﺗﻮﺍﻧﯿﻢ ﺑﺎﺍﻃﻤﯿﻨﺎﻥ ﺧﻠﻖ ﮐﻨﯿﻢ ﯾﺎﻓﺖ‬ ‫ﺩﺍﻧﯿﻢ‬ ‫ﺩﻫﯿﻢ ﺑﻠﮑﻪ ﺑﺎ ﺁﻧﭽﻪ ﮐﻪ‬

‫ﺍﺯ ﺁﻥ ﺯﻣﺎﻥ ﺗﺎ ﮐﻨﻮﻥ ﺗﻮﺍﻧﺴﺘﻪﺍﯾﻢ ﭼﻨﺪﯾﻦ ﺳﺎﺯﻣﺎﻥ ﺍﺯ ﺟﻤﻠﻪ ﯾﮏ ﺷﺮﮐﺖ‬

‫ﺍﯾﺠﺎﺩ ﯾﺎ ﺑﻪ‬ ‫ﺍﻣﻼﮎ ﯾﮏ ﺷﺮﮐﺖ ﻧﻔﺖ ﯾﮏ ﺷﺮﮐﺖ ﻣﻌﺪﻥ ﻭ ﺩﻭ ﺷﺮﮐﺖ ﺁﻣﻮﺯ‬
‫ﺍﯾﺠﺎﺩ ﺁﻥﻫﺎ ﮐﻤﮏ ﮐﻨﯿﻢ‪ .‬ﻓﺮﺁﯾﻨﺪ ﺁﻣﻮﺧﺘﻦ ﻧﺤﻮﻩ ﺍﯾﺠﺎﺩ ﯾﮏ ﺳﯿﺴﺘﻢ ﻣﻮﻓﻖ ﺑﺮﺍﯼ ﻣﺎ‬
‫ﮐﻨﻢ‬ ‫ﺳﻮﺩﻣﻨﺪ ﻭﺍﻗﻊ ﺷﺪ‪ .‬ﺑﺎﺍﯾﻦﺣﺎﻝ ﻣﻦ ﺍﯾﻦ ﻓﺮﺁﯾﻨﺪ ﺭﺍ ﺑﻪﻫﯿﭻ ﮐﺲ ﺗﻮﺻﯿﻪ ﻧ‬
‫ﻣﮕﺮ ﺍﯾﻨﮑﻪ ﻭﺍﻗﻌﴼ ﺑﺨﻮﺍﻫﺪ ﻭﺍﺭﺩ ﺍﯾﻦ ﺟﺮﮔﻪ ﺷﻮﺩ‪.‬‬

‫ﺗﻨﻬﺎ ﺗﺎ ﭼﻨﺪ ﺳﺎﻝ ﻗﺒﻞ ﺍﻣﮑﺎﻥ ﺍﯾﻨﮑﻪ ﯾﮏ ﻓﺮﺩ ﺑﺘﻮﺍﻧﺪ ﺩﺭ ﺑﺨﺶ ﮐﺎﺭﺁﻓﺮﯾ‬
‫ﻭﺟﻮﺩ ﺩﺍﺷﺖ ﮐﻪ ﺷﺠﺎﻉ ﯾﺎ ﺛﺮﻭﺗﻤﻨﺪ‬ ‫ﭼﻬﺎﺭﻭﺟﻬﯽ ﻣﻮﻓﻖ ﺷﻮﺩ ﻓﻘﻂ ﺑﺮﺍﯼ ﮐﺴﺎ‬
‫ﺑﻮﺩﻧﺪ‪ .‬ﻣﻦ ﻭ ﮐﯿﻢ ﻗﻄﻌﴼ ﺷﺠﺎﻉ ﺑﻮﺩﯾﻢ ﺯﯾﺮﺍ ﻗﻄﻌﴼ ﭘﻮﻟﺪﺍﺭ ﻧﺒﻮﺩﯾﻢ‪.‬‬

‫ﻣﺎﻧﻨﺪ ﺍﯾﻦ‬ ‫ﻋﻠﺖ ﺍﯾﻨﮑﻪ ﺑﺴﯿﺎﺭﯼ ﺍﺯ ﻣﺮﺩﻡ ﮐﺎﺭﻣﻨﺪ ﯾﺎ ﺩﺭ ﻣﺸﺎﻏﻞ ﺁﺯﺍﺩ ﺑﺎﻗﯽ‬
‫ﮐﻨﻨﺪ ﺧﻄﺮﺍﺕ ﺍﯾﺠﺎﺩ ﺳﯿﺴﺘﻢ ﺧﻮﺩﺷﺎﻥ ﺑﺴﯿﺎﺭ ﺯﯾﺎﺩ ﺍﺳﺖ‪.‬‬ ‫ﺍﺳﺖ ﮐﻪ ﺍﺣﺴﺎﺱ‬
‫ﺍﺯ ﻧﻈﺮ ﺁﻥﻫﺎ ﻫﻮﺷﻤﻨﺪﺍﻧﻪﺗﺮ ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﺩﺭ ﯾﮏ ﺷﻐﻞ ﻣﻄﻤﺌﻦ ﻭ ﺍﯾﻤﻦ ﺑﺎﻗﯽ‬
‫ﺑﻤﺎﻧﻨﺪ‪.‬‬

‫ﺭﯾﺴﮏ ﺗﺒﺪﯾﻞ ﺷﺪﻥ‬ ‫ﺍﻣﺮﻭﺯﻩ ﻧﺨﺴﺖ ﺑﻪ ﺩﻟﯿﻞ ﭘﯿﺸﺮﻓﺖﻫﺎﯼ ﺗﮑﻨﻮﻟﻮﮊﯾ‬

‫ﺑﻪ ﯾﮏ ﮐﺎﺭﺁﻓﺮﯾﻦ ﻣﻮﻓﻖ ﺗﺎ ﺣﺪ ﺯﯾﺎﺩﯼ ﮐﺎﻫﺶ ﯾﺎﻓﺘﻪ ﺍﺳﺖ ﻭ ﺷﺎﻧﺲ ﺩﺍﺷﺘﻦ‬
‫ﻭﺟﻮﺩ ﺩﺍﺭﺩ‪.‬‬ ‫ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺧﻮﺩ ﺗﻘﺮﯾﺒﴼ ﺑﺮﺍﯼ ﻫﺮ ﮐ‬

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 ‫ﺍﺯ ﻧﺘﻮﺭﮎ ﻣﺎﺭﮐﺘﯿﻨﮓ ﺗﺎ ﮐﺎﺭﺁﻓﺮﯾ‬ ‫‪21‬‬

‫ﺷﺒﮑﻪﺍﯼ ﺑﺨﺶ ﺩﺷﻮﺍﺭ ﺍﯾﺠﺎﺩ ﺳﯿﺴﺘﻢ ﺧﻮﺩ ﺭﺍ ﺍﺯ‬ ‫ﻓﺮﺍﻧﺸﯿﺰﻫﺎ ﻭ ﺑﺎﺯﺍﺭﯾﺎ‬

‫ﺗﻮﺍﻧﯿﺪ ﺍﻣﺘﯿﺎﺯ ﻓﺮﻭﺵ ﯾﮏ ﺳﯿﺴﺘﻢ ﻣﻄﻤﺌﻦ ﺭﺍ ﺑﺪﺳﺖ‬ ‫ﻣﯿﺎﻥ ﺑﺮﺩﺍﺷﺘﻪﺍﻧﺪ‪ .‬ﺷﻤﺎ‬
‫ﺧﻮﺩ ﺭﺍ ﺗﻮﺳﻌﻪ ﺩﻫﯿﺪ‪.‬‬ ‫ﺁﻭﺭﯾﺪ ﻭ ﺳﭙﺲ ﺗﻨﻬﺎ ﮐﺎﺭﺗﺎﻥ ﺍﯾﻦ ﺍﺳﺖ ﮐﻪ ﻧﯿﺮﻭﯼ ﺍﻧﺴﺎ‬
‫ﮐﻪ ﻣﺴﯿﺮ ﺷﻤﺎ‬ ‫ﺩﺭﻧﻈﺮ ﺑﮕﯿﺮﯾﺪ‪ .‬ﭘﻞﻫﺎ‬ ‫ﺍﯾﻦ ﺳﯿﺴﺘﻢ ﮐﺎﺭﯼ ﺭﺍ ﻫﻤﭽﻮﻥ ﭘﻞﻫﺎ‬
‫ﮐﻪ‬ ‫ﺳﺎﺯﻧﺪ ﭘ‬ ‫ﻫﻤﻮﺍﺭ‬ ‫ﺑﺮﺍﯼ ﻋﺒﻮﺭ ﻣﻄﻤﺌﻦ ﻭ ﺍﯾﻤﻦ ﺍﺯ ﮐﺎﺭﻣﻨﺪﯼ ﺑﻪ ﮐﺎﺭ ﺁﻓﺮﯾ‬
‫ﺭﺳﺎﻧﺪ‪.‬‬ ‫ﺷﻤﺎ ﺑﻪ ﺍﺳﺘﻘﻼﻝ ﻣﺎ‬

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 ‫ﮐﻨﻢ؟‬ ‫ﮐﺪﺍﻡﯾﮏ ﺍﺯ ﮐﺘﺎﺏﻫﺎﯾﻢ ﺭﺍ ﺑﺮﺍﯼ ﻧﺘﻮﺭﮐﺮﻫﺎ ﻣﻌﺮﻓﯽ‬

‫ﺁﻥﻫﺎ ﺩﺭ ﺯﻣﯿﻨﻪ ﺑﻬﺒﻮﺩ‬ ‫ﺑﺎﻟﻎ ﺑﺮ ﭘﻨﺠﺎﻩ ﮐﺘﺎﺏ ﺍﺯ ﻣﻦ ﻣﻮﺟﻮﺩ ﺍﺳﺖ ﻭ ﺗﻤﺎ‬

‫ﺑﺎﺷﺪ‪ .‬ﺩﺭ ﻫﻤﻪ ﺍﯾﻦ ﮐﺘﺎﺏﻫﺎ‬ ‫ﺳﺎﺯﯼ ﺯﻧﺪ‬ ‫ﻭ ﻏ‬ ‫ﻧﮕﺮﺵﻫﺎ ﺭﺷﺪ ﺩﺭﻭ‬
‫ﺑﺮﺍﯼ ﺗﻐﺬﯾﻪ ﺭﻭﺡ ﻭ ﺭﻭﺍﻥ ﺑﺎﺯﺍﺭﯾﺎﺏﻫﺎﯼ ﺷﺒﮑﻪﺍﯼ ﻭﺟﻮﺩ‬ ‫ﻣﻄﺎﻟﺐ ﻣﻔﯿﺪ ﻭ ﺧﻮﺍﻧﺪ‬
‫ﺑﺮ ﻣﻌﺮﻓﯽ ﺑﻬﺘﺮﯾﻦ‬ ‫ﺩﺍﺭﺩ ﺍﻣﺎ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺳﺌﻮﺍﻻﺕ ﻣﮑﺮّﺭ ﻟﯿﺪﺭﻫﺎﯼ ﻋﺰﯾﺰ ﻣﺒ‬
‫ﮔﺮﺩﺩ‪.‬‬ ‫ﺷﺒﮑﻪﺍﯼ ﯾﺎﺯﺩﻩ ﮐﺘﺎﺏ ﺯﯾﺮ ﻣﻌﺮﻓﯽ‬ ‫ﮐﺘﺎﺏﻫﺎﯾﻢ ﺑﺮﺍﯼ ﻓﻌﺎﻻﻥ ﺑﺎﺯﺍﺭﯾﺎ‬
‫ﺷﮏ ﮐﺘﺎﺏﻫﺎﯼ ﺩﯾﮕﺮ ﻧﯿﺰ ﺣﺎﻭﯼ ﻣﻄﺎﻟﺐ ﺍﺭﺯﺷﻤﻨﺪﯼ ﻭ ﺍﻟﻬﺎﻡﺑﺨﺶ ﺍﺳﺖ ﺍﻣﺎ‬
‫ﮔﯿﺮﺩ‪:‬‬ ‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻮﺿﻊ ﮔﺰﯾﻨﺶ ﯾﺎﺯﺩﻩ ﮐﺘﺎﺏ ﺯﯾﺮ ﺩﺭ ﺍﻭﻟﻮﯾﺖ ﻗﺮﺍﺭ‬

‫‪ -۱‬ﺑﻪ ﺑﻠﻨﺪﺍﯼ ﻓﮑﺮﺕ ﭘﺮﻭﺍﺯ ﺧﻮﺍﻫﯽ ﮐﺮﺩ‬

‫‪ -۲‬ﻣﺸﮑﻼﺕ ﺭﺍ ﺷﮑﻼﺕ ﮐﻨﯿﺪ‬

‫‪ -۳‬ﻓﻘﻂ ﻏﯿﺮ ﻣﻤﮑﻦ ﻏﯿﺮ ﻣﻤﮑﻦ ﺍﺳﺖ‬

‫‪ -۴‬ﻋﺎﻣﻞ ﺗﻐﯿﯿﺮ ﺑﺎﺵ ﻧﻪ ﻣﻌﻠﻮﻝ ﺗﻘﺪﯾﺮ‬

‫‪ -۵‬ﺍﺯ ﺗﺮﺳﯿﺪﻥ ﺑﺘﺮﺳﯿﺪ‬

‫‪ -۶‬ﺣﮑﺎﯾﺖ ﺁﻧﮑﻪ ﻗﻮﺭﺑﺎﻏﻪﺍﺵ ﺭﺍ ﻗﻮﺭﺕ ﺩﺍﺩ‬

‫‪ -۷‬ﻗﺪﺭﺕ ﻫﺪﯾﻪ ﺧﺪﻭﺍﻧﺪ ﺑﻪ ﺍﻧﺴﺎﻥ‬

‫ﻭ ﺷﻐ (‬ ‫ﺳﺎﺯﻣﺎ‬ ‫ﺷﻮﺩ )ﺩﺍﺳﺘﺎﻥﻫﺎﯼ ﻣﺪﯾﺮﯾ‬ ‫‪ -۸‬ﺗﻐﯿﯿﺮ ﺍﺯ ﻣﻦ ﺁﻏﺎﺯ‬

‫ﺍﻧﺪﯾﺸﯿﺪ‪.‬‬ ‫ﻫﺴﺘﯿﺪ ﮐﻪ‬ ‫‪ -۹‬ﺷﻤﺎ ﻋﻈﯿﻢﺗﺮ ﺍﺯ ﺁ‬

‫ﮐﻠﯿﺪﯼ ﻫﻢ ﻫﺴﺖ‬ ‫‪ -۱۰‬ﻗﻔﻞ ﯾﻌ‬

‫ﺳﺎﺯﺩ ﺭﻭﺯﮔﺎﺭ ﺭﺍ ﻣﺎ‬ ‫‪ -۱۱‬ﺭﻭﺯ ﺭﺍ ﺧﻮﺭﺷﯿﺪ‬

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 ‫ﻓﺮﻡ ﻧﻈﺮﺳﻨﺠﯽ‬

‫ﺑﺎ ﻫﺪﻑ ﺑﻬﺒﻮﺩ ﻣﺴﺘﻤﺮ ﺁﺛﺎﺭﻡ ﻭ ﻧﯿﺰ ﺍﻫﻤﯿﺖﺩﺍﺩﻥ ﺑﻪ ﻧﻈﺮ ﺷﻤﺎ ﺧﻮﺍﻧﻨﺪﻩ‬
‫ﮐﻨﻢ ﺩﺭ ﻧﻈﺮﺳﻨﺠﯽ ﺍﯾﻦ ﮐﺘﺎﺏ ﺷﺮﮐﺖ ﮐﻨﯿﺪ‪:‬‬ ‫ﻋﺰﯾﺰ ﺩﺭﺧﻮﺍﺳﺖ‬

‫ﺩﻫﯿﺪ؟‬ ‫‪ -١‬ﺍﺯ ﺻﻔﺮ ﺗﺎ ﺩﻩ ﺑﻪ ﺍﯾﻦ ﮐﺘﺎﺏ ﭼﻪ ﻧﻤﺮﻩﺍﯼ‬

‫‪ -٢‬ﭼﻪ ﮐﻨﯿﻢ ﺗﺎ ﺍﺯ ﺷﻤﺎ ﻧﻤﺮﻩ ﺩﻩ ﺑﮕﯿﺮﯾﻢ؟‬

‫ﭘﺎﺳﺦﻫﺎ ﻭ ﻧﯿﺰ ﭘﯿﺸﻨﻬﺎﺩﺍﺕ ﻭ ﻧﻈﺮﺍﺕ ﺧﻮﺩ ﺭﺍ )ﺑﺎ ﺫﮐﺮ ﻧﺎﻡ ﮐﺘﺎﺏ( ﺑﻪ‪:‬‬

‫‪٣٠٠٠٧٦٥٠٠٠٥٧٧٣ :‬‬ ‫‪ -١‬ﺳﺎﻣﺎﻧﻪ ﭘﯿﺎﻣ‬

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