沃爾瑪：給員工漲薪
2013年，美國(guó)聯(lián)邦政府將最低工資從每小時(shí)7.25美元提高到了15美元，引發(fā)了一場(chǎng)廣泛的討論，而沃爾瑪（Wal-Mart）則處于這個(gè)話題的漩渦中心。自2009年起，政府就再也沒(méi)有提高過(guò)工資下限，而許多拿著最低工資的員工發(fā)現(xiàn)自己已經(jīng)生活在了貧困線以下。沃爾瑪是美國(guó)最大的私營(yíng)雇主，雇傭了130萬(wàn)名美國(guó)人，而他們當(dāng)中有許多人的收入在每年2.5萬(wàn)美元以下。傳統(tǒng)觀點(diǎn)也許認(rèn)為，增加員工薪水會(huì)導(dǎo)致沃爾瑪利潤(rùn)降低，不過(guò)《財(cái)富》的分析發(fā)現(xiàn)事實(shí)并非如此。
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| Wal-Mart: Pay workers more
In 2013, Wal-Mart (WMT, Fortune 500) found itself at the center of the debate about raising the federal minimum wage from $7.25 an hour to figures as high as $15. The government has not raised the wage floor since 2009, and many full-time minimum wage workers find themselves living below the poverty threshold. As the largest private employer in the U.S., the retail chain employs 1.3 million Americans, and many of them earn less than $25,000 per year. Conventional wisdom may say that increasing worker wages would hurt Wal-Mart's bottom line, but a Fortune analysis discovered that this is simply not the case.
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A & F：管好CEO的嘴巴
由于針對(duì)體型偏大的顧客和“不夠時(shí)髦”的顧客發(fā)表了歧視性言論，邁克•杰弗里斯這一年受到了如潮的惡評(píng)，但他并沒(méi)有丟掉Abercrombie & Fitch服裝公司首席執(zhí)行官的位置。鑒于公司股票表現(xiàn)糟糕，投資者拼命想讓他下臺(tái)，但這家面向青少年的零售商還是決定讓他留任。這意味著Abercrombie & Fitch愿意承擔(dān)這位高管滿嘴跑火車的風(fēng)險(xiǎn)。我們的建議很簡(jiǎn)單：讓他遠(yuǎn)離麥克風(fēng)吧。
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| Abercrombie & Fitch: Keep CEO Mike Jeffries quiet
After a banner year of negative press for discriminatory comments against larger shoppers and "not-so-cool" customers, Mike Jeffries is staying on as Abercrombie & Fitch's chief executive. Investors desperately wanted him to leave given the company's tanking stock, but the teen retailer has decided to stay the course with Jeffries at the helm. This meansAbercrombie (ANF) is willing to take the risk of dealing with more outlandish comments from its chief executive. Our advice is simple: Keep him away from the microphone.
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蘋(píng)果：少說(shuō)大話
如果蘋(píng)果（Apple ）能從喬布斯時(shí)代傳承下來(lái)的詞典里去掉那些過(guò)分炒作而且不符事實(shí)的吹噓之辭，那就太棒了。蘋(píng)果的產(chǎn)品無(wú)與倫比，性能強(qiáng)勁，卓爾不凡，創(chuàng)意十足，令人驚嘆，別具一格——這些只是從這家公司最近的產(chǎn)品新聞中摘出的一部分詞匯而已。蘋(píng)果，我們知道，你確實(shí)很棒，我們同意。不過(guò)目前，你把產(chǎn)品單純地描述一下就可以了。等你準(zhǔn)備好發(fā)布和iPod、iPhone或iPad同一級(jí)別的產(chǎn)品時(shí)，再把這些形容詞搬出來(lái)用吧。——亞當(dāng)•拉辛斯凱
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| Apple: Cut the hyperbole
Apple (AAPL, Fortune 500) would do well to eliminate from its vocabulary all the over-hyped, non-factual puffery that has been part of its lexicon since the Steve Jobs era. Apple products are: incredible, powerful, radical, innovative, amazing, and groundbreaking, to name just a few words chosen from recent company news releases. Apple, we get it. You're awesome. We agree. Just describe your products to us for now. And when you're ready to release something that equals the iPod, iPhone, or iPad, then it will be time to trot out the adjectives again. --Adam Lashinsky
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J.C. Penney：回歸本原
《財(cái)富》的阿倫•斯隆將服裝連鎖店J.C. Penney評(píng)為2013年度運(yùn)營(yíng)最失敗的公司之一。它一年來(lái)幾乎沒(méi)有贏得過(guò)任何值得關(guān)注的成功。前蘋(píng)果高管羅恩•約翰遜在2012年接任了這家零售商的首席執(zhí)行官，試圖徹底改變這個(gè)品牌，讓它變得時(shí)尚。可惜事與愿違，此舉最終導(dǎo)致公司失去了一部分忠實(shí)客戶。時(shí)間進(jìn)入2014年，我們建議J.C. Penney回歸本原，試著繼續(xù)贏回去年失去的信賴。
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| J.C. Penney: Get back to basics
Named by Fortune's Allan Sloan as one of the biggest turkeys of 2013, J.C. Penney (JCP,Fortune 500) leaves 2013 with hardly any noteworthy successes. Former Apple exec Ron Johnson took over in 2012 as CEO of the retailer and tried to make it trendy by drastically changing its brand. The plan backfired, and the retailer lost some of its loyal customer base as a result. Moving into 2014, we suggest the retailer gets back to basics and continues to try to earn back the trust it lost last year.
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Twitter：減少?gòu)V告
Twitter進(jìn)行了一次成功的首次公開(kāi)募股后，公司的投資者急切地期待著這個(gè)社交媒體平臺(tái)獲得可觀的利潤(rùn)。毫無(wú)疑問(wèn)，以營(yíng)銷微博的形式打廣告是微博類網(wǎng)站盈利戰(zhàn)略中的重要組成部分。不過(guò)考慮到Twitter仍然在努力把大量的非活躍用戶群轉(zhuǎn)變?yōu)榛钴S用戶，不要讓太多雜亂的廣告疏遠(yuǎn)用戶也十分重要。
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| Twitter: Don't burden users with too many ads
After a largely successful initial public offering, Twitter's (TWTR) investors are anxious for the social media platform to turn a decent profit. Without question, advertising in the form of promoted tweets will be a key component of the microblogging site's monetization strategy. But with Twitter still battling to convert its large base of inactive users into active ones, it's important that the company does not isolate more users in 2014 with too many feed-cluttering ads.
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露露檸檬：別讓顧客走光
露露檸檬（Lululemon）在2013年遭遇了麻煩，令人遺憾的瑜伽褲召回風(fēng)波讓顧客不僅開(kāi)始質(zhì)疑這家健身服裝公司的昂貴產(chǎn)品的質(zhì)量，還質(zhì)疑公司領(lǐng)導(dǎo)層的誠(chéng)信。露露檸檬的創(chuàng)始人其普•威爾森并沒(méi)有承擔(dān)售出大量走光長(zhǎng)褲的責(zé)任，反而說(shuō)：“一些女士的身材只是不適合”公司的產(chǎn)品。許多顧客據(jù)此認(rèn)為威爾森將產(chǎn)品問(wèn)題歸咎于他們。前任TOMS總裁勞倫特•波德萬(wàn)前來(lái)接任首席執(zhí)行官，我們建議他別讓顧客再走光了——也別找“如果”、“而且”或“但是”這類的借口。
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| Lululemon: Keep your customers covered
Lululemon (LULU) was stung in 2013 by an unfortunate yoga pant recall that made customers not only question the quality of the fitness retailer's expensive products but also the integrity of its leadership team. Rather than take responsibility for selling a large quantity of see-through pants, Lululemon founder Chip Wilson said, "some women's bodies just actually don't work" with the brand's clothes. Many customers interpreted this comment as Wilson blaming them for the product issues. As former TOMS presidentLaurent Potdevin takes over as CEO, we suggest he keep his customers completely covered -- no ifs, ands, or butts about it.
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可口可樂(lè)：遠(yuǎn)離碳酸飲料
去年，可樂(lè)的擁躉多年來(lái)害怕的事在很大程度上得到了證實(shí)：碳酸飲料（即便是無(wú)糖的）很可能不利于身體健康。一些研究員如今聲稱，人工增甜劑或許會(huì)對(duì)新陳代謝產(chǎn)生負(fù)面作用，同時(shí)導(dǎo)致體重增加。可口可樂(lè)（Coca-Cola）有大約60%的收入來(lái)自碳酸飲料，不過(guò)隨著可樂(lè)銷量在美國(guó)的暴跌，這種情況并不會(huì)持續(xù)很長(zhǎng)時(shí)間。去年12月，可口可樂(lè)美國(guó)分公司的總裁決定離職。新的領(lǐng)導(dǎo)團(tuán)隊(duì)會(huì)在2014年花大量時(shí)間研發(fā)能夠讓日益關(guān)注健康的顧客群感興趣的新產(chǎn)品。
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| Coca-Cola: Step away from the soda
Last year largely confirmed what Coke drinkers have feared for years: Soda (even diet soda) is most likely not good for your health. Some researchers now purport that artificial sweeteners may negatively affect the metabolism and lead people to gain weight. Roughly 60% of Coca-Cola's (KO, Fortune 500) U.S. revenue comes from soda, but that may not be the case for very long as sales continue to plunge in America. In December, the president of Coca-Cola Americas decided to leave the company. A new team of leadership should spend a large part of 2014 creating new products that will keep an increasingly health-conscious customer base interested.
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谷歌：為谷歌眼鏡的聲譽(yù)而戰(zhàn)
谷歌眼鏡是2013年度最令人激動(dòng)的技術(shù)創(chuàng)新之一，粉絲們翹首期盼著今年能夠開(kāi)始試用。但谷歌（Google）在教育顧客產(chǎn)品性能方面仍然任重道遠(yuǎn)。許多人對(duì)這種產(chǎn)品依然敬而遠(yuǎn)之，一方面是出于隱私考慮，另一方面由于谷歌眼鏡時(shí)刻都在捕捉周遭的環(huán)境，人們總感覺(jué)它在進(jìn)行某種侵略式的監(jiān)視。實(shí)際上，谷歌眼鏡與智能手機(jī)差不多，而科技巨頭谷歌需要確保人們能夠了解這一點(diǎn)。（財(cái)富中文網(wǎng)）
譯者：嚴(yán)匡正
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| Google: Work on Glass' reputation
Google Glass is one of the more exciting tech innovations of 2013, and fans are looking forward to testing it out next year. That said, Google (GOOG, Fortune 500) is still struggling to educate consumers about the capabilities of the technology. Many people remain wary of the device because of privacy concerns and a perception that the device is aform of invasive surveillance that is always capturing the world around it. The truth is Google Glass differs very minimally from a smartphone and the tech giant needs to make sure people know that.
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