文案与商业写作2016newyorker.com
将CEO与股东的通信视为一种文学体裁
Considering the correspondence between CEOs and shareholders as a literary genre
导读
这篇《纽约客》文章把上市公司CEO致股东的信当作一种文学体裁来解读，尤其聚焦股东激进主义兴起后“致董事长”这类公开信中的修辞与叙事策略。对写作者来说，它示范了如何把实用文本（商业信件）当文学作品分析，也提醒我们注意叙事者如何用事实支撑自己的立场。
可以直接用的写作要点
- 01
把看似枯燥的实用文本（信件、备忘录、公告）当作文学体裁细读，能训练对语气、人设和修辞套路的敏感度。
- 02
分析论说文时，重点看作者如何挑选和排列事实来服务论点——同一组数据可以支持完全相反的叙事。
- 03
公开信写作往往同时面对多个读者（董事会、股东、媒体），留意作者如何在字里行间切换对象与姿态。
- 04
引用具体数字和案例时要核实精度，模糊的“专家估计”会削弱整篇文章的可信度。
HN 评论精选
作者为被批评者辩护，指出文章误读了长期计划中的阶段性失败。
好文章，但文章引用76人队糟糕的输球纪录、把这说成辛基的管理失败，让我很不快。其实10胜72负恰恰是通往“远景”的明显一步，因为它让球队拿到了当年的状元签——而这正是作者所说的“没问题”：只要有长期计划，只要最终目标是盈利。（这和文章主线无关，但把辛基写成一个长期规划失败者让我不舒服。）不过我也理解文章更大的论点（也许这恰好是“盖尔曼失忆效应”的典型例子）。
kevinwang查看英文原文
Great read, but it really peeves me that the article cites the 76ers terrible, losing record and paints this as managerial failure on Hinkie's part. Instead, the 10-72 record _was_ a very obvious step on the road to "the vista", because it enabled them to draft the number one rookie this year, which is exactly what the author claims is "fine": to have a long term plan, as long as the end goal is profit. (This has nothing to do with the main narrative of the article, but the presentation of Hinkie as a man unsuccessful at long term planning made me uncomfortable). I understand the larger point, though (or maybe this is just a prime example of the gell-mann amnesia effect).
kevinwang查看英文原文
Great read, but it really peeves me that the article cites the 76ers terrible, losing record and paints this as managerial failure on Hinkie's part. Instead, the 10-72 record _was_ a very obvious step on the road to "the vista", because it enabled them to draft the number one rookie this year, which is exactly what the author claims is "fine": to have a long term plan, as long as the end goal is profit. (This has nothing to do with the main narrative of the article, but the presentation of Hinkie as a man unsuccessful at long term planning made me uncomfortable). I understand the larger point, though (or maybe this is just a prime example of the gell-mann amnesia effect).
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