1.Give direction. Stand in front of the mirror and say, "Here is our future" five times without stuttering. A leader's most important job at any organization is to lay out a road map to the future. If you can't provide that direction, you're a manager -- not a leader. Your vision must be real, substantive¹, and something people can believe in. Have the guts² to make decisions while there's still risk in them.

确定公司运作的方向。站在镜子前，连续5遍不间断地说：“这就是我们公司的未来”。身为任何企业的领导，最重要的工作就是绘制出未来的蓝图。如果你不能为大家指明方向，你就只能算是个经理而不能成为领导人。你所绘制的蓝图必须是现实可行、实质性的，能让人相信是可以实现的。即便是存在风险，你也必须敢于当机立断。

2.Create a culture based on innovation and cooperation. Innovation is about more than designing snazzy products. It's also about improving customer experiences and services.

建立以“勇于创新、精诚合作”为基础的企业文化。创新不仅仅只是设计出更多的时髦产品，它还应包括如何令客户更满意、为客户提供更好的服务等方面。

3.Keep it simple and focused. Identify five key areas that need improvement in your company or division and keep at them until you get them right. Your list might include such things as cost containment³, quality, or customer satisfaction. Set tough targets for each one, and hold people accountable for results. Measure, monitor, and review progress on a timely basis and reward results.

工作应该目标明确、重点突出。确定你的公司或部门中5个急需改进的关键领域，并着手调整，紧抓不放，直到一切改好为止。或许你的清单上应列有诸如成本控制、产品质量、客户满意程度等内容。为每一项改进制定硬指标，并派专人负责。你必须及时考核、监督并审查工作的进程，并对取得成果者给予奖励。

4.Honor your customer. The Internet lets your customers sound off and tell you exactly what they like or don't like about your business. Listen to them. Get out into the markets you serve, and ask your customers for feedback. Make the necessary changes to improve service or else you may find yourself with fewer customers (and eventually, out of business).

尊重客户。互联网让你的客户享有更多畅所欲言的机会，说出他们真实的想法，喜欢你什么，不喜欢你什么。倾听他们的声音，并亲自融进你从事的市场中去征求客户的反馈。你需要根据情况不断改进公司的服务。否则，你就会发现客户不断减少(最终，关门大吉)。

5.Hire the best. Your staff is your most important asset -- in good times and in bad. Hire ambitious people who are team-builders and good communicators, who can lead the organization in turbulent times without panic.

雇佣最杰出的人员。无论公司处于顺境还是逆境，员工都是最重要的资产。雇佣那些踌躇满志雄心勃勃的人，他们是团队建设者和优秀的上传下达者，在企业面临困难的时候，他们也能引领企业奋斗于惊涛骇浪之中而不惊慌失措。

6.Treat employees like customers. If you want to inspire your customers, you must first inspire your employees. Invest heavily in training and mentoring⁴. Explain the organization's goals so that everyone has the information and motivation to contribute. Nurture⁵ and reward the top 20％ of your staff who produce 80％ of the results, and actively⁶ weed out the bottom 10％ who give you 80％ of the headaches.

视员工为客户。要吸引更多的客户，你就必须首先吸引公司的员工。加大培训和辅导方面的投资。让每个员工都了解公司发展的目标，让他们充满不断前进并作出贡献的动力。培养和奖励公司中20％最优秀的、可为公司产生80％效益的员工，而把那最差劲的10％却带给你80％头痛的员工清除出去。

7.Commit to diversity and social responsibility. Get beyond your dreaded⁷ mission statement and make these values central to how you do business.

注意保持多样化及社会责任感。从那些讨厌的规化演说中解脱出来，而把你的价值观贯彻到怎样把公司经营得更好上面。

8.Make technology your friend. Technology can transform what your company sells, how it operates, and how it prepares for the future. Don't even try to ignore it. Use it to create new products, tap new distribution channels, and improve communication with your customers and partners.

与科技交朋友。科技可以改变你公司出售的产品、运作方式以及应对未来的方式。绝不要忽略技术的发展。你应该运用技术来创造新的产品，拓展更多的流通渠道，以及改进与客户、合作伙伴间的交流。

9.Groom⁸ future leaders. Select 25 of your best people each year and put them through hell together on specific projects for four or five months.

培养未来的领导人。每年挑选出25名最优秀的员工，给他们4到5个月的时间去完成一些非常艰苦的具体任务。

10.Lead by example. Keep your moral compass at all times especially when you need to make a difficult decision. Make sure you also have a management team that you trust and respect. Operate on the credo: Take care of your customers and the people who take care of your customers and the growth and profit will take care of themselves.

以身作则。坚持自己的道德准则，特别是面临困难抉择的时候。你应该建立一个可以完全信任和尊重的管理小组。有这么一条金科玉律：只要你能照顾好自己的客户以及那些照顾客户的员工，那么，公司的成长和利润就会自然而然照顾到你。

Do all of that, and you'll have an organization that will make you proud.

如果你能做到所有这些，你就一定会拥有一个引以为豪的企业。