文案与商业写作2019mondaynote.com
贝索斯：一位真正会写作的CEO
Bezos: A CEO Who Can Write (2018)
导读
这篇文章以贝佐斯的致股东信为例，分析他作为 CEO 的文字功底：能把艰深的技术细节讲清楚，并且明确点出它和公司生意的关系。对写作者来说，它示范了“把复杂讲明白、把论点讲透”这一商业写作基本功，也提醒我们：书面表达本身就是一种思考与管理的工具。
可以直接用的写作要点
- 01
先抛出主张，再解释它为什么成立；这个看似简单的能力，很多受过高等教育的人都做不到。
- 02
讲到技术或专业细节时，要主动替读者“翻译”，说明它最终影响到什么（贝佐斯谈随机森林，最后落到自由现金流）。
- 03
要跳出细节、退一步看全局；写作正是强迫自己梳理系统视角的方式。
- 04
把自己的判断和推理写下来、留档，会让思考可被讨论、可被检验，长年积累就是一笔思想资产。
HN 评论精选
把技术细节与最终价值（现金流）挂钩，是让外行读者不打瞌睡的关键一步。
贝佐斯在信里先讲要用随机森林这类现代回归技术处理成千上万的产品属性，然后写道：如果读到这里的股东已经眼神发直，那我就提醒你，这些技术不是玩票——它们直接带来自由现金流。我常常不喜欢亚马逊，但不得不佩服这个人的远见，以及他从具体细节中抽身、看到全局的能力——这种抽身极难，人很容易被眼前的框框困住。
DSingularity查看英文原文
“The diversity of products demands that we employ modern regression techniques like trained random forests of decision trees to flexibly incorporate thousands of product attributes at rank time….Now, if the eyes of some shareowners dutifully reading this letter are by this point glazing over, I will awaken you by pointing out that, in my opinion, these techniques are not idly pursued — they lead directly to free cash flow.” I often myself hating Amazon for what I see as a potentially cancerous machine of economic consolidation. Still, can't help but appreciate this mans vision. Very prescient of him. I find stepping back to get a systematic view of things extremely difficult. The box really does trap you. Bezos should be praised for his ability to do this with a company and product as large and deep as Amazon. His attention to detail and his ability to synthesize has clearly paid off big for Amazon.
写作的最低门槛：先给主张，再给理由。
很多人读完大学，写作却差得让我吃惊。提出一个主张、再说明它为什么成立，这种最基本的能力往往都不具备。
b_tterc_p查看英文原文
It always shocked me how bad most people were at writing having completed a university degree. Just a simple ability to state a claim and then explain why it is true is often out of reach.
书面备忘录让思考可辩论、可积累，是组织的思想档案。
我希望亚马逊的“原则”里有一条是开放透明，这样就能看到贝佐斯写给同事的内部备忘录，以及他们如何用书面方式辩论各自的想法。亚马逊一向是“往冰球要去的地方滑”，对客户的执着无人能及；我很想看看他们对收购全食、Fire 手机失败、AWS 意外增长、Kindle 在多设备世界中的位置等话题是怎么想的。我猜高管内部邮件列表就像一座丰富的 Stratechery 文章库，只不过由几百个聪明的思考者和写作者写成——也许还由贝佐斯本人把关。
pixelmonkey查看英文原文
I wish one of Amazon's "Principles" were openness/transparency, because I think it'd be great to see some of the internal memos Bezos writes to colleagues and how they debate their thinking in writing. Amazon has always been a "skate where the puck is going" kind of company, unrivaled for customer obsession, and I think it'd be great to see their thinking on things like the Whole Foods acquisition, the Fire flop, the surprising growth of AWS, the future of UPS/FedEx, Kindles in a multi-device world, last mile drone delivery, surprising stickiness of Prime, entry into display ad server market, among any number of other topics. I imagine internal Amazon mailing lists for execs are like a rich archive of Stratechery posts but written by hundreds of smart thinkers/writers (and perhaps moderated by Bezos himself!)
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