文案与商业写作2018mondaynote.com
贝索斯：一位会写作的 CEO
Bezos: A CEO Who Can Write
导读
这篇文章讨论杰夫·贝索斯作为一位“会写作的CEO”，以及写作能力与清晰思考、愿景表达之间的关系。对写作者而言，它提醒我们：写作不只是文笔，更是把复杂想法讲清楚、用故事凝聚共识的工具，同时也警示商业写作中常见的事后合理化。
可以直接用的写作要点
- 01
把写作当作思考的检验：能用母语把观点写清楚，通常说明你已经想清楚了。
- 02
用故事来传达愿景，让读者或团队朝着同一个方向理解你的想法。
- 03
警惕事后合理化：不要只在成功之后才分析策略，试着在事前讨论其优劣与问题解决框架。
- 04
写趋势和愿景时要具体、可验证，像贝索斯1999年股东信那样给出明确判断，而不是空泛口号。
HN 评论精选
商业写作常陷入事后合理化与成功者崇拜，应更多讨论原创思考、事前策略和公司早期阶段。
商业写作正泛滥着“事后合理化”。回头看，判断某人说的话是“洞见”还是“废话”轻而易举，这种后见之明偏差的广度和深度令我震惊。作者想论证贝索斯写作好，但这恐怕只是乘着“贝索斯崇拜”（就像马斯克崇拜、乔布斯崇拜、巴菲特崇拜）的浪潮——在他公司业绩好之后。我希望更多商业写作关注：1）如何让人产生自己的原创想法；2）在策略成功之前讨论其优点；3）问题解决的框架；4）公司尚未成功的早期阶段。了解一家公司最初100–300天会很有启发，应该有人写这样一本书。
a_d查看英文原文
Business writing suffers from an epidemic of post-fact rationalization. Looking back, it is trivially easy to parse out whether something someone said was “insightful wisdom” or “useless”. I am continually amazed by the scope and depth of this hindsight bias disease. While this author tries to make a point that bezos is a good writer, I am afraid that this is just riding a wave of bezos worship (like Elon worship, Jobs worship, Buffett workship, [‘name successful business person, preferably, billionaire’] worship) — after bezos’ company is seeing good results. I wish more business writing was devoted to 1) suggesting ways so that people have their own original thoughts 2) Discussing merits of strategies before they become successful 3) Discussing problem solving frameworks 4) early days of companies when they weren’t successful etc. I believe learning about the first 100-300 days of companies would be very instructive. Someone should write a book about that :-)
写作能力是推理能力的信号，故事是传达愿景的工具；但写得极好也可能被贴上“太理论化”的标签。
贝索斯的职责是让所有人朝同一个愿景努力，而故事很能帮助表达这个愿景。如果你能用母语写好，通常说明你能清晰推理。不会写作的领导者也很有意思：有读写困难的A型人格，小时候用来转移别人对自己读写能力的注意的技巧，后来会表现为擅长交际、促成交易的销售型人格。正如写不好的人可能推理不够抽象，写得特别好的人也常被认为太知识分子、太理论化，不适合领导，或缺乏所需的适应力和自发性。这位超级CEO能写作很好，但也说明公司仍由技术官僚运营，还没成熟到可以只靠首席交易官来运作。
motohagiography查看英文原文
Bezos' role is to get everyone working toward the same vision. Stories go a long way toward articulating that vision. If you can write well (in your native language), it is typically a sign you can reason well. Leaders who can't write well are also interesting. There is almost a cliche about dyslexic type-A personalities, where the adapted skill of misdirecting people from your reading and writing ability as a kid manifests as a glad handing sales and dealmaker personality later on. Just as someone who doesn't write well probably doesn't reason too abstractly either, someone who writes exceptionally well can often be considered too intellectual and theoretical to lead, or lacking in the required adaptability and spontaneity. It's great that this super-CEO can write, but it's also a signal that the company is still run by a technocrat, and that it is not mature and autonomous enough as a business to be operated by a mere chief dealmaker.
卖书出身的背景让人更重视文字与哲学，也更容易形成宏大愿景。
一个靠卖书起家的CEO，对文学和写作的关注大概高于常人，所以他能写我一点也不惊讶。这类人往往也更关注哲学，对世界有更宏大的愿景。但相比典型的书商，他能取得如此成功，还是让我惊讶。
nashashmi查看英文原文
A CEO who got his start from selling books, probably has more than average attention to literature and writing. Such people should typically be able to write. I'm not surprised at all by this. Further, such people also have more attention to philosophy. And have more grandiose visions of the world. But I find it surprising he was able to succeed so well, compared to your typical bookseller.
用具体、可验证的趋势判断来写愿景，比空泛口号更有说服力。
这确实是很聪明的一个人：这段话来自他1999年的股东信。当时移动设备也在增长，但他在1999年底写下这些，说明他对技术和市场有很好的把握。信中大意：当前的网购体验将是它最差的时候，今天足以吸引1700万顾客，但未来会好得多；带宽增加会带来更快的页面和更丰富的内容，“永远在线”以及非PC设备、无线接入会显著增长；他们身处一个数万亿美元的全球市场，而自己还非常非常渺小，基础技术每天都在进步，这是不寻常的机会。
Radle查看英文原文
A very smart gui indeed: This is from his year 1999 shareholder letter. Mobile was growing back then, too. But writing this at the end of 1999, shows that he indeed had a very good grasp of technology and his market. In closing, consider this most important point: the current online shopping experience is the worst it will ever be. It’s good enough today to attract 17 million customers, but it will get so much better. Increased bandwidth will result in faster page views and richer content. Further improvements will lead to “always-on access” (which I expect will be a strong boost to online shopping at home, as opposed to the office) and we’ll see significant growth in non-PC devices and wireless access. Moreover, it’s great to be participating in what is a multi-trillion dollar global market, in which we are so very, very tiny. We are doubly-blessed. We have a market-size unconstrained opportunity in an area where the underlying oundational technology we employ improves every day. That is not normal.
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