影响者：百万人中，他说了算！

The Influentials

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目录

原著作者

译者简介

5分钟摘要

MAIN IDEA

界定“影响者”的重要特征

The Defining Characteristics of the Influentials

“影响者”的心态

The Influentials Mind-set

影响过程的运作方式

How the Influence Process Works

“影响者”的领导角色

The Leadership Role of The Influentials

“影响者”对未来的看法

The Influential's Insights On What Tomorrow Holds

发展针对“影响者”的6项商业策略准则

Six Rules For Developing a Business Strategy for Influentials

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原著作者

艾德·柯勒（Ed Keller）

柯勒现为全球营销研究机构洛普公司（RoperASW）执行长，洛普公司从1940年代起便开始进行影响力的研究调查。柯勒更是美国研究品牌策略、顾客忠诚度管理、公司信誉与沟通效能等方面的知名专家，同时也是广告研究基金会（Advertising Research Foundation）董事，及市场研究学会（Market Research Council）会员。

强·贝瑞（Jon Berry）

目前担任洛普公司副总裁与《洛普报道》（Roper Reports ）资深研究主任。《洛普报道》是由洛普公司进行长达30多年的消费趋势追踪后，所发行的研究期刊。 贝瑞曾担任《商业周刊》（BusinessWeek ）营销编辑、《品牌周刊》（BusinessWeek ）编辑与专栏作家以及《广告周刊》（Adweek ）旧金山分社经理。

译者简介

戴至中

国立政治大学新闻系毕，现为专职译者。译作包括《甲骨文革命》、《行动商业》、《24/7创新》、《购并之神》、《合力促进再造奇异》、《价值连城》（合译）、《很久很久以前》（合译）等（皆为麦格罗·希尔出版）。

5分钟摘要

英文

现今美国人在决定购买某项商品时，倾向采纳自己所敬重的人提出的意见，而不是透过单向的广告宣传。对多数人而言，个人购买决策过程的第一步都是征询别人的意见，接着再找其他人来检验这些想法与建议，然后才决定购买。由于电子邮件、网络交流区与布告栏盛行，更大大助长这股趋势。因此，若想预测消费者的未来偏好，已没有必要对所有人进行调查。相反地，只要知道并了解这些“影响者”的想法，就可从这个绝佳的领先指标知道众人在想什么。

换句话说，在论及“口碑营销”的有效性时，谁说的（“出自谁口”）要比说什么（“推荐内容”）重要得多。只要能得到“影响者”的支持，营销效果就会大幅提升。想打动这群“影响者”，你必须尽量了解这些人的想法及其他因素。有鉴于此，全球营销研究机构洛普公司针对“影响者”心态进行60多年的研究调查，建立一套概括性数据与数据。这些研究调查显示：

- 界定“影响者”的重要特征。

- “影响者”对各式各样主题有何想法的数据库。

- “影响者”如何行动的30年趋势背景说明。

- 了解有哪些重要原则会使“影响者”必然吸收某项新想法，并向他人传播。

想要成功，就得先找出“影响者”，更广大的市场自然随后而至。

MAIN IDEA

中文

When Americans make buying decisions today, they prefer to do so in conversations with people they respect rather than through one-way advertising communications. For most people, the first step in the buying process is to ask someone what they think, and then to test-drive those ideas and suggestions with others before making a purchase decision. The availability of e-mail, chat groups and bulletin boards on the Internet enhances this trend substantially. Therefore, to forecast what direction consumer preferences will move in the future, it isn't necessary to research the entire population. Instead, know and understand what the "influential people" are thinking and you'll have a pretty good leading indicator on what the population as a whole will say.

Put another way, when it comes to effective word-of-mouth marketing, who says it (the "mouth" element) is far more important than what is said (the "word"). Get the "Influentials" on side, and your marketing becomes far more effective. To reach the Influentials, you need to know as much as possible about how they think and so forth. To this end, a snapshot or profile of the Influentials' mind-set has been developed over the past 60 years by RoperASW, a marketing research firm. This research has identified:

- The defining characteristics of the Influentials.

- A database showing how Influentials think across a range of subjects.

- A 30-year trend backgrounder of how Influentials will act.

- An understanding of the key principles needed to get Influentials to absorb new ideas and disseminate them to others.

To be successful, therefore, get the Influentials on board first and the broader market will follow.

界定“影响者”的重要特征　 英文

主要观念

“影响者”无法以人口统计资料来界定，因为“影响者”存在各类人口统计群体中；也就是说，“影响者”是由其性格特质与兴趣界定的。更精确的说法是，“影响者”具有下列5项特征：

“影响者”的重要特征。

1. 以积极态度过日子。

2. 人脉广。

3. 乐于提供有帮助的建议。

4. 喜欢解决问题。

5. 自认是走在时代尖端。

支持概念

“影响者”的重要特征　1　以积极态度过日子

“影响者”喜欢投入生活，而不只是做个冷眼旁观者。因此，这群人很喜欢从事各式各样的活动，像是：

- 投书给报社编辑。

- 参与小区志工团体，并经常担任组织干事。

- 写信给政治人物，表达意见。

- 加入自己选择的政党。

选择工作时，“影响者”也会表现出这种积极参与精神，并视工作为人生志业，而非糊口的职务。“影响者”的个人生活都很忙碌，他们忙着参加各种不同活动，并且积极投入宗教生活，绝大多数的“影响者”都是教会或宗教团体中的活跃分子。

“影响者”的重要特征　2　人脉广

这可是界定“影响者”真正特征的方法。这群人有非常好的人际关系，认识很多各行各业的人。这些人之所以有影响力，部分是因为他们十分积极地参与许多不同团体产生了连带效应，而此效应又不仅是认识许多不同的人而已。“影响者”是永不餍足的人际高手，而且热爱扩大交际圈。

参与所有会议时，“影响者”都会寻找交际的机会，其中包括以下这些场合：

- 当地邻里或城镇团体。

- 政治或社会志工团体。

- 校友会。

- 社会活动、由同好组成的团体。

- 职业团体或工会。

“影响者”也多半善于运用像是电子邮件、面对面讨论会等交际工具，并能辩才无碍地表达想法等。

“影响者”的重要特征　3　乐于提供有帮助的建议

“影响者”希望得到别人的尊敬，喜欢别人请教他们对事情的看法，也喜欢尽其所能提供有益他人生活质量的劝告或建议。

这等于表示，“影响者”乐于担任别人的良师益友，并喜欢尽一己之力把个人的领悟与经验传授给别人，同时还会提醒别人该注意哪些事以及相关重点。“影响者”懂得分辨自己碰到的专业技术与知识，所以很快就能了解每件事的来龙去脉。

“影响者”的重要特征　4　喜欢解决问题

“影响者”是解决问题的不二人选，把每个问题都当作是学习新事物的机会，且勇往直前接受挑战。“影响者”一旦在其他地方看到某种新做法有不错的效果，就会兴致勃勃地展开行动，把这个做法拿来运用。

“影响者”很享受这种能够掌握事情来龙去脉的乐趣。大部分“影响者”对下列事件都十分感兴趣：

- 全球现况与消息。

- 环境、自然与动物生态。

- 与长寿相关的卫生保健。

- 科学、音乐、政治与科技。

特别值得注意的是，“影响者”喜欢培养与这些兴趣相符的爱好。

“影响者”的重要特征　5　自认是走在时代尖端

由于“影响者”非常乐于学习，所以接获新科技讯息的速度通常比大众市场快。只要有任何能增进效率的新产品出现，大部分“影响者”都会赶紧买来用。这种对新科技的高接受度，也意味着“影响者”犹如新趋势的先驱者。

举例来说，大部分“影响者”采用个人计算机的时间，比大众市场还早3到5年。相同的情形也出现在因特网的使用，“影响者”也比一般民众早4到5年。“影响者”更是最早使用自动柜员机、录放机、摄影机、个人退休账户、小型车的人。

事实上，能及早掌握很多新趋势对“影响者”也有连带效应，这样才能更早看出其中附加效应。这也表示，“影响者”是一般市场趋势很好的领先指标。假如“影响者”对产品评价不错，被大众市场接受的机会就高；相反地，“影响者”对产品若无好感，整体市场也会有相同观感，毕竟“影响者”是很好的带头者。

关键思维

“‘影响者’是天生的还是后天养成的？我们的研究所区隔出来的‘有影响力的美国人’，差异就相当大。有些人投入某个团体或议题后，便终生奉行不渝，但多数人似乎只会在某个团体待几年。至少就现今‘影响者’来看，几年后就不一定是由他们独领风骚。从个人角度来看，这种‘影响者’大幅落差的情形，的确使我们感到讶异，但就整体而言，未尝不是件好事。这种变异对主要的‘口耳相传网络’可能也是好的，因为新人源源不绝地加入，能为类型主题的相关对话、调查与意见带来新的活力与刺激，这些主题包括从当地学校发生的事，到下次休假该去哪里才好等等。口耳相传是绝对不会终止的。”

——柯勒与贝瑞

The Defining Characteristics of the Influentials　 中文

Main Idea

Influentials are not defined by their demographics because Influentials exist in all demographic groups. Rather, they are defined by their character traits and interests. More specifically, an Influential will have five common characteristics：

Key Characteristics of Influentials

1. An activist approach to life.

2. A broad network of contacts.

3. An interest in giving helpful advice.

4. A like for problem solving.

5. Self-confidence to be a trend-setter.

Supporting Ideas

Key Characteristics of Influentials　1　An activist approach to life

Influentials like to be involved in life, not merely spectators. Therefore they like to do all sorts of things like:

- Write letters to the editors of newspapers.

- Get involved in volunteer community groups, often serving as officers in these organizations.

- Write to politicians to make their opinions known.

- Join the political party of their choice.

This spirit of active involvement comes through in their work choices as well. Influentials tend to view their work as a career rather than a job. They have busy personal lives in which they pursue a wide range of different activities. Influentials also tend to be active in their religious lives as well with the majority being active members of the church or religious group of their choice.

Key Characteristics of Influentials　2　A broad network of contacts

This really is the defining characteristic of the Influentials. They are well connected, and just know loads of people from all walks of life. In part, this is a flow-on effect from the fact they are so actively involved with many different groups but it also goes beyond simply having ties with lots of different people. The Influentials are voracious and efficient networkers who love adding to their circle of acquaintances.

Influentials will seek networking opportunities in all the meetings they attend. That will include things like:

- Local neighborhood or town groups.

- Political or volunteer social groups.

- Alumni associations.

- Social activist, hobby or interest groups.

- Professional groups or unions.

Influentials also tend to be competent with the tools of networking—like e-mail, face-to-face discussions, being able to present their ideas persuasively and so forth.

Key Characteristics of Influentials　3　An interest in giving helpful advice

Influentials enjoy being looked up to by others. They like to be asked their opinion about things. They also like the feeling of making a contribution to the quality of another person's life by being able to give them good advice or counsel.

That effectively means an Influential will enjoy acting as a mentor for someone else. He or she will like being able to give others the benefit of personal insight and experience, blended with advice on what to watch out for and more. Influentials recognize expertise and know-how when they come across it, and for that reason are very quick to learn as much as they can about everything.

Key Characteristics of Influentials　4　A like for problem solving

Influentials are problem-solvers at heart. They view each problem as an opportunity to learn something new, and meet challenges head on and with enthusiasm. When they see some sort of new initiative which is working well elsewhere, an Influential will be enthusiastically behind "starting a movement to get it here in this community as well".

Influentials enjoy learning how things are done. Most Influentials are passionately interested in:

- Current affairs and news of the world.

- The environment, nature and animals.

- Fitness and health as it relates to longevity.

- Science, music, politics and technology.

Notably, Influentials are likely to have hobbies that are aligned with these interests.

Key Characteristics of Influentials　5　Self confidence to be a trend-setter

Due to the fact Influentials enjoy learning so much, they tend to hear about new technologies ahead of the mass market. If any new products are emerging which can increase their efficiency, most Influentials will be keen purchasers and users. Their uptake of new technology is very high meaning they are often acting as pioneers for new trends.

For example, most Influentials had a personal computer three to five years before they reached the mass market. Similarly, Influentials tended to be using the Internet four or five years before the public as a whole. Influentials were also the earliest users of automated teller machines, VCRs, video camcorders, IRA or 401 (k) accounts, small cars and more.

The fact they get in early on many new trends also has a flow-on effect for Influentials. They also tend to pick up on add-ons very early. This does mean, therefore, the Influentials are good leading indicators of general market trends. If a product does well with the Influentials, the odds are very high it will do well in the mass market. Conversely, if Influentials dislike a product, it is unlikely the general market will think otherwise. Influentials are good bellwethers.

Key Thoughts

"Are Influentials born or made? Our research shows that there is a great deal of fluidity in our Influential Americans segment. Some people become involved in a group or issue and stick with it for life, but many seem to come into groups for a few years. At least some of those who are Influential today won't be in a couple of years. From a civic standpoint, the fluidity in the Influentials strikes us, on the whole, as a good thing. This fluidity is probably also good for the vital word-of-mouth network, replenishing it continuously with new people who bring a new sense of energy and excitement to conversations, investigation and opinions about all manner of topics, from what's going on at the local schools to what's a good place to go for your next vacation. Thus, the word-of-mouth conversation never ends."

—Ed Keller and Jon Berry

“影响者”的心态　 英文

主要观念

“影响者”通常都有非常鲜明的人格特质，结果也展现与众不同的行为。“影响者”具有5种独特人格特质：

“影响者”的重要人格特质

1. 对重要的事很敏感。

2. 相信个人的成长与转变。

3. 兼顾个人与公众利益。

4. 有家庭优先的价值体系。

5. 对自己的特立独行，处之泰然。

支持概念

“影响者”的重要人格特质　1　对重要的事很敏感

“影响者”多半会筛选心中的想法，决定哪些重要、哪些不重要，接着就会全心全意，不惧任何艰难险阻都按照自己的想法去做，而这是界定“影响者”的重要特征之一。

有些“影响者”会自告奋勇担任理想崇高的“推动者”，但有更多“影响者”则和多数美国人一样，比较注重家人、房子、建立财务保障的机会与充分的休闲时间，以获得良好的生活质量。

“影响者”的重要人格特质　2　相信个人的成长与转变

大部分“影响者”都相信，人们对命运的掌控程度，其实远超过自己所想象的。正因如此，“影响者”多半都会积极地为自己创造愉快的生活，并相信生命中最大转变是来自内心而非外在。“影响者”通常都表现出乐观的一面（尽管并非所有人都如此）。

“影响者”多半从事有益个人成长的工作，而不是光鲜亮丽的职业，也清楚知道事业若要飞黄腾达，势必得付出生命中其他部分作为代价。因此，“影响者”虽然会设定并追求个人目标，却不会走火入魔或顾此失彼。

“影响者”的重要人格特质　3　兼顾个人与公众利益

“有影响力的美国人”在作决策时，多半会在整体考虑下兼顾个人与公众利益。只要情况允许，就会选择互蒙其利的做法，使自己的所作所为无愧于心。对其中多数人而言，公众群体都是个人生命中不可或缺的部分。

因此，“影响者”：

- 感到自己对邻居与居住的广大社群有份责任。

- 认为自己有义务协助社会弱势成员。

- 多半中规中矩、立场温和并关心自己的权益。

- 以行动证明，只要社会中每位成员能睿智、聪慧地工作，必能让世界有所不同。

“影响者”的重要人格特质　4　有家庭优先的价值体系

绝大多数人仍对“美国梦”深信不移，所谓的“美国梦”包括自有住宅、幸福的婚姻、生儿育女与有趣的工作。“影响者”也衷心相信这点，但被问及心中最重要的事时，他们还是会把家庭摆在第一位，远比其他任何事重要。而他们所谓的“成功”，就是当个好伴侣与好父母。

“影响者”也比一般人更强调美国人的基本家庭美德，包括诚实、自由、可靠、爱与人际关系。他们的正义感、责任感与社会容忍度都较一般人为高。“影响者”对许多普世想法，像是“过一天算一天”或把毕生精力都用来追求财富等，颇不以为然。

总而言之，“影响者”很注重亲身体验生活，所以光靠目睹或耳闻是不够的。“影响者”最感不满意的地方包括：

- 能花在子女身上的时间不够。

- 企图心与成就水平的差距。

- 与最初期望相比，实际学到多少。

- 未实现的目标。

“影响者”的重要人格特质　5　对自己的特立独行，处之泰然

以个人能力、中心思想与信仰来看，大部分“影响者”在某些方面的确是有点古怪与任性。不过他们并不以为忤，还对自己可以独排众议、被视为非主流异类，深感骄傲。

因为很多“影响者”都是特立独行，所以对议题采取的立场可能会相当矛盾。举例来说，“影响者”也许赞成创新与大企业，却无法认同对环境的消耗；他们虽然爱好节奏蓝调，但却可用同样的精神去尝试泰国菜，找寻有趣的新口味。

“影响者”对经营自己人生充满自信，这也是别人会向他们寻求建议与信息的部分原因。“影响者”取得和别人相同的信息后，会完全针对自己的喜好、需求与需要，提出融合保守与新鲜的想法。他们就是用这种方式树立良好典范，让他人有所依循。

关键思维

“在变动的时刻，大家自然会去寻找指引，看看谁的想法比较先进，谁已先辨识出这些议题，并可依据自己亲身经历与大家分享，还可以针对接下来该怎么做以及未来会如何，提供理想、可靠且完整的见解、建议与信息，而且人人都相信他。美国人天生就懂得这么做。在各种讯息急促地从四面八方涌现的今天，我们相信，这正是让美国人愈来愈倚重下列方式的原因之一；他们会愈来愈依赖最简单的沟通形式、口耳相传的建议，及认识与信任的人所提供的信息。”

——柯勒与贝瑞

“正因为觉得有些事情很重要，值得注意、参与与投入；这种‘事关重大’的感觉正是‘影响者’的特质，也是让‘影响者’显得与众不同之处。他们就是有办法分辨出重要之事，并义无反顾地一肩挑起，这就是‘影响者’的动力来源。”

——柯勒与贝瑞

The Influentials Mind-set　 中文

Main Idea

Influentials tend to have a very clearly defined set of personality traits. As a consequence, they act differently and distinctively. Influentials have five distinctive personality traits:

Key Personality Traits of Influentials

1. A clear sense that something matters.

2. A belief in personal growth and change.

3. Balance of interests—self & community.

4. A value system putting family first.

5. Comfort with own idiosyncrasies.

Supporting Ideas

Key Personality Traits of Influentials　1　A clear sense that something matters

Influentials tend to sort things out in their mind and decide for themselves what matters and what does not. They then become committed to acting on their beliefs and staying the course despite any difficulties—which is one of the defining characteristics of Influentials.

Some Influentials take it upon themselves to act as "keepers of the flame" for big ideas, but many more tend to emphasize the same things as most Americans: a family, a house, the opportunity to achieve financial security and sufficient leisure time to provide a good quality of life.

Key Personality Traits of Influentials　2　A belief in personal growth and change

Most Influentials believe people have more control over their personal fate than they realize. With that in mind, Influentials tend to be active in building a happy life for themselves. They have a sense of confidence the greatest changes in life come from within, not externally. Optimism is commonly (although not universally) present with Influentials.

Influentials tend to take jobs that allow them to grow personally rather than being glamorous. They have the self-confidence to realize it's impossible to have a stellar career without paying the price in other areas of life. Therefore Influentials set and reach personal goals without becoming obsessive or unbalanced.

Key Personality Traits of Influentials　3　Balance of interests—self & community

When making decisions, Influential Americans tend to take both their personal interests and the interests of the community as a whole into consideration. Wherever possible, they choose the options which are good for both so they can move forward with a clear conscience. For most of them, the community is an integral part of who they are as a person.

As a result, Influentials:

- Feel a sense of responsibility to their neighbors and the broader community in which they live.

- Believe they have an obligation to help the less fortunate members of society.

- Tend to be orderly, moderate in their views and careful about their rights as citizens.

- Act on the belief that just one member of society working intelligently and astutely can make a difference.

Key Personality Traits of Influentials　4　A value system putting family first

The majority of people still believe in the American Dream—home ownership, a happy marriage, children and an interesting job. Influentials believe in this passionately as well, but when asked for their highest priority, they rate families first, far ahead of anything else. Their vision of "success" is to be a good spouse and parent.

Influentials also ascribe to the basic American virtues of family, honesty, freedom, authenticity, love and relationships more intensely than the average person. They have a keener sense of justice, duty and social tolerance than the average person. Influentials also discount many popular ideas such as "Live for today" or put every waking moment into the pursuit of wealth.

In all, Influentials place high value on experiencing life rather than simply reading about it or hearing about it. Their main areas of personal dissatisfaction are:

- The amount of free time they have to spend with their children.

- Their level of success relative to their ambition.

- How much learning they have by comparison with how much they'd like to have.

- Their unfulfilled goals.

Key Personality Traits of Influentials　5　Comfort with own idiosyncrasies

For all their abilities, focus and beliefs, most Influentials are also a little eccentric and quirky in some ways. Rather than being embarrassed about this, Influentials are proud they can stand up and be counted as being in a position outside the mainstream.

Because many Influentials are mavericks, they can have quite paradoxical positions on issues. For example, they may favor innovation and big business but not at the expense of the environment. Or while they may be passionate about rhythm and blues music, they are equally likely to be experimenting with Thai food in the search for new and interesting flavors.

Influentials have the self-confidence to go their own way in life, which is part of the reason others look to them for advice and information. Influentials take the same information others have and come up with a blend of conservative and novel ideas which suits their tastes, their wants and their needs precisely. And by doing so, they set a great example for others to follow.

Key Thoughts

"In times of change, people naturally seek a guide, someone who's been out ahead of them, who's already identified the issues, addressed them in his or her own life, and can offer good, reliable, informed insights, advice and information about what's going on now and what's to come, someone they trust. Americans instinctively know this. We believe this is one reason, in this time when messages are coming fast and furious at people from seemingly all directions, Americans are placing increasing stock in the simplest form of communication, word-of-mouth advice and information from people they know and trust."

—Ed Keller and Jon Berry

"A sense that some things are simply important and warrant attention, participation and commitment—that 'this matters'—is characteristic of Influentials. It sets Influentials apart from the crowd. Their ability to sort out what is important and commit to seeing it through draws Influentials into involvement."

—Ed Keller and Jon Berry

影响过程的运作方式　 英文

主要观念

“影响者”传播有关个人兴趣的谈话，能产生如滚雪球般的效应，也就是“影响者”会告诉某人自己的兴趣，这个人又会告诉其他人。然后这样的过程一再重复，直到一大堆人加入这个圈子为止。“影响者”会运用下列7项重要原则，作为传递讯息的方式：

“影响者”如何影响他人

1. 运用多种信息来源。

2. 非常注重口碑。

3. 热衷与他人分享想法。

4. 要求精益求精。

5. 非常依赖书面讯息。

6. 也可能运用其他媒体。

7. 相信自己的直觉。

支持概念

一旦“影响者”学习到新事物时，便兴致勃勃地深入了解整件事，并与他人分享心得，同时找出这方面的专业知识。这种情形能进一步激发“影响者”与所接触的人继续深究，创造出一种几何级数增加的族群形态：

一旦“影响者”热衷某样东西，他们不但会鼓吹影响所及的人跟进，还会进一步研究与试验，带动另一波的采纳与整合。这样形成的良性循环，便会不断扩大与强化影响范围，并代代相传。

为了要扩散自己的偏好、感兴趣的话题，“影响者”通常会采用7项重要原则：

“影响者”如何影响他人　1　运用多种信息来源

“影响者”在搜集消息与信息时，倾向使用比大部分人都多的消息来源。他们多半很注重时效性，且喜欢利用所见所闻拼凑出自己的世界观。这表示当别人作决策时，“影响者”会是个很好的研究者。

“影响者”如何影响他人　2　非常注重口碑

虽然“影响者”喜欢援用各种消息来源，但还是认为个人推荐是获取新观念的最佳管道。对这些人而言，一切都比不上自己认识与相信的人所提供的个人建议，没什么比朋友和同伴对产品和服务的看法更具说服力。尤其当“影响者”必须做出重大决策时，更会用到口碑。他们天生就有种请别人提供建议的个性，就像大家经常会向他们寻求各种议题的意见与看法一样。

“影响者”如何影响他人　3　热衷与他人分享想法

“影响者”乐于借由分享信息的方式帮助别人。他们的观念是：“想有所得，就得与他人分享。”并随时都准备发表意见，试图协助别人避免犯错。“影响者”相信，与他人分享个人所知是件很重要的事，但出发点并非为了自己利益着想，而是为了帮助别人。

“影响者”如何影响他人　4　要求精益求精

能持续做出富有意义的改进，才是最能获得“影响者”青睐的产品与服务。基本上，他们会要求产品必须定期更新本身价值。假如产品或服务无法定期升级与提高质量，那么多数“影响者”就会丧失兴趣。他们最感兴趣的是先进的东西，而不会采用符合过去杰出标准的产品。

“影响者”如何影响他人　5　非常依赖书面讯息

大部分“影响者”都以书面讯息为起点，先从书面讯息中吸取新观念、新信息。同样地，“影响者”多半也会运用这种方式，提供他人观念与信息。“影响者”会拿报纸杂志的报道或书摘给朋友看，以佐证所言。相较于电子媒体，“影响者”非常依赖平面媒体。

“影响者”如何影响他人　6　也可能运用其他媒体

虽然“影响者”可能比较善于阅读，但也愿意接触其他信息来源。有很多“影响者”也很擅长运用网络取得新信息，有的则会利用电视节目具备的实时性。像是要决定要看什么电影这种小事，在电视上播放片段的营销手法对“影响者”十分有效，因为这和他们惯用的思考与工作方式一样。

“影响者”如何影响他人　7　相信自己的直觉

为什么大部分“影响者”都非常善于筛选大量信息？主要是因为“影响者”惯于凭借直觉决定哪些事重要、哪些事不重要。“影响者”多半很自负且务实。这样的特质便会吸引那些正面临选择想寻求协助的人，于是“影响者”便成了大家的观念领导者。他们多半善于过滤所有选项、决定重要（与不重要）之事，然后把好东西透过口碑创造话题。

关键思维

“口碑是指借由消费者之口推荐产品或服务，但这种概念在执行上往往会变成由上而下的对话。许多生意人似乎把口碑想成一种接力赛，由企业把讯息传给消费者，然后再由他传给其他人，就像是交棒一样。不过至少对‘影响者’来说，这种想法会有个问题，因为这并不是‘影响者’的口碑运作模式。由于决策经常是群体对话，‘影响者’只是为这些做法、观念、讯息、产品与服务创造市场的推手，他必须借重群体的经验与能力。”

——柯勒与贝瑞

How the Influence Process Works　 中文

Main Idea

Influentials spread the word about their interests in a snowball effect—they tell someone, who then tells someone else, and this cycle is repeated over and over until loads of people are involved. There are seven key principles in the way Influentials spread the word:

How Influentials Influence Others

1. They use multiple sources of information.

2. They value word-of-mouth most highly.

3. They are passionate about sharing ideas.

4. They look for ongoing enhancements.

5. They rely heavily on the printed word.

6. They may also use other media.

7. They trust their instincts.

Supporting Ideas

As Influentials learn about something new, it inspires them to learn more about the subject, to share what they've learned and to seek out those with expertise. This further motivates the Influentials and those they contact to learn more, creating a geometric growth pattern:

If Influentials become enthusiastic about something, not only will they encourage others within their circle of influence to adopt it. They will also explore and experiment further, which in turn leads to another round of adoption and integration. A virtuous cycle forms which continues to grow larger and stronger over successive generations.

In spreading the word about their passions and interests, Influentials generally use seven key principles:

How Influentials Influence Others　1　They use multiple sources of information

Influentials tend to use more sources than most people in gathering news and information. They tend to place a high emphasis on being up to date and like to piece together their own view of the world using what they see, hear and read. This means they are good researchers when others have decisions to make.

How Influentials Influence Others　2　They value word-of-mouth most highly

While Influentials like to draw on a variety of sources, they consider personal recommendations to be the best well for new ideas. For them, nothing beats a personal recommendation from someone they know and trust. Nothing even comes close by comparison with what their friends and associates say about products and services. Influentials particularly use word-of-mouth when they need to make an important decision. Their natural instinct is to turn to someone else for advice in just the same way as people frequently seek their opinions and viewpoints on various topics.

How Influentials Influence Others　3　They are passionate about sharing ideas

Influentials enjoy helping others by sharing their information. Their whole approach is: "If you get it, share it." They are always ready to express an opinion and to try to help others avoid making a mistake. Influentials believe it is important to give others the benefit of their knowledge, not for generating a personal profit but to help the other person.

How Influentials Influence Others　4　They look for ongoing enhancements

Influentials are most impressed by products and services that are continuing to make meaningful improvements. In essence, they require products to regularly revalidate their worth. If a product or service is not regularly being upgraded and enhanced, most Influentials will lose interest in it. They are most interested in state-of-the-art rather than relying on historical standards of excellence.

How Influentials Influence Others　5　They rely heavily on the printed word

For most Influentials, the starting point is the printed word. This is where they turn first to obtain new ideas and information. In similar fashion, this is also the way an Influential will tend to provide ideas and information to others. Influentials will give their friends a copy of a newspaper article, magazine article or book excerpt which backs up what they are saying. Influentials lean heavily towards print rather than electronic media.

How Influentials Influence Others　6　They may also use other media

While Influentials may be good readers, they are also willing to soak up information from other sources as well. Large numbers of Influentials use the Internet very effectively to obtain new information. Others take advantage of television shows and the immediacy they offer. In simple areas like deciding on which movies to go see, the sampling type of marketing offered by television is highly effective with Influentials. It aligns with they way they like to think and work.

How Influentials Influence Others　7　They trust their instincts

Most Influentials are very good at shifting through vast amounts of information. Why? The main reason is Influentials are comfortable trusting their instincts to determine what's important and what's not. Influentials tend to be very self-confident and pragmatic. These qualities are attractive to those who are looking for help in making choices. Consequently, Influentials are thought leaders. They tend to be good at sifting through all the options, deciding what's important (and what's not) and then building buzz for the good stuff through word-of-mouth endorsements.

Key Thoughts

"Word-of-mouth, the idea of getting consumers to spread recommendations for products or services, is in turn often practiced as a top-down dialogue. Many business people seem to imagine it as a relay race. Businesses give a message to the consumer. The consumer then passes it on, like a baton, to someone else. The problem is, at least with Influentials, it doesn't work that way. Decisions are often a group conversation. Influentials are a driving force in creating markets for initiatives, ideas, messages, products and services. Influentials draw on the experiences and abilities of the group."

—Ed Keller and Jon Berry

“影响者”的领导角色　 英文

主要观念

“影响者”是目前社会主流——自立运动的前锋。在这股风潮中，个人行为掌握在自己手上，而不是让政府主导一切。作为这场运动的思想领导者，“影响者”多半会与下列5种议题相提并论：

“影响者”的重要领导条件

1. 具某种独特的激进主义。

2. 能跳脱既有的思考模式。

3. 回归传统价值。

4. 高度自信。

5. 强调自我提升与学习。

支持概念

“影响者”的重要领导条件　1　具某种独特的激进主义

“影响者”相信，自己能对社会有番作为。因此，他们会参加镇民大会、接受学校委员会的遴选、加入公众团体、向报社投书、投身小区服务组织、加入邻里守望相助巡逻等。“影响者”也喜欢成为上述团体的活跃人物，并鼓励认识的人一起加入。他们认为应该靠自己来解决问题，而非等政府来想办法。（编注：activism：激进主义、实践主义、行动主义，重视并主张诉诸群众示威、游行等强势手段。）

“影响者”的重要领导条件　2　能跳脱既有的思考模式

大体来说，“影响者”多半都有自己的想法，不会人云亦云。他们对传统政治心存怀疑，打算做些离经叛道之事。“影响者”情愿自组自助团体，而很少加入传统政党。同样地，多数年轻的“影响者”宁可用网络接触其他志同道合的伙伴，也不愿意去参选什么联谊会或组织代表。“影响者”喜欢行动，愿以理性付出去做些有意义的事，而不是纯粹只为作秀或打知名度。

“影响者”的重要领导条件　3　回归传统价值

自立运动中的一项特征就是强调价值与传统，“影响者”与这种回归基本的想法十分吻合。他们坚信，唯有参与其中的人先从事必要的“内在”改革，“外在”改革才能成功。基于这种想法，“影响者”都会：

- 教导子女建立固有的伦理与价值观，并鼓励其他父母一起跟进。

- 积极表达自己的看法，认为娱乐和音乐产业可以鼓励而非压抑好的价值观。

- 鼓励企业更公开地提出自己的价值观。“影响者”倾向于坚信利用自己的资源提升团体内部优良价值，是企业的重责大任。

“影响者”的重要领导条件　4　高度自信

和一般美国人相比，“影响者”在大部分谈话中都展现高度自信。部分原因是因为阅历丰富；另一方面是因为“影响者”人面广，三教九流的朋友都有，且多半是个通才，而不是个只通晓某特定领域的专才，所以几乎在所有谈话中，“影响者”深信自己可以提出有价值且有帮助的想法。

举例来说，“影响者”往往比较放心由自己负责财务决策，而不是交由顾问处理，对于购买人寿保险、挑选投资目标与参与股票市场的态度，也较一般人来得自在。这也意味，能打动“影响者”的商业手法是平等对话，打包票的吹嘘手法对他们是行不通的。精明的营销人员就懂得这么做。

“影响者”对自己接触政府与社会、教育机构的方法，自信满满。尽管他们可能对体制内部分作业人员的能力与行为感到失望，但“影响者”多半对民主程序深具信心，并坚信民意是最好的决策方式。

“影响者”的重要领导条件　5　强调自我提升与学习

学习是自立心态的重要成分之一。因此“影响者”热衷持续学习与分享所知。同样地，这对营销人员的启示是，若要吸引“影响者”的注意，所有广告和营销内容都应对消费者学习新知有所帮助。

然而，尽管“影响者”对学习是如此地热情，却也不见得是来者不拒。比方说，他们就觉得没有必要学习一流的电器维修。“影响者”非常聪慧，知道应该把哪些事交给学有专精的人处理。

就因为“影响者”具有这种重要特性，所以喜欢透过和他人交谈来学习，因此会强调口耳相传推荐的重要性，并辅以在线研究。“影响者”活着就是要为朋友和同伴提供新见解与知识，所以商业组织只要以强化这项特性作为营销要求，就能获得“影响者”的大力支持。

关键思维

“我们有很好的理由相信，‘自立运动’在未来几年都会是项关键课题。这股趋势背后有着强大的驱策力，因为现在有很多新科技和企业都以此为出发点，像是共同基金业、科技业，甚至劳氏企业（专营家庭修缮工具零售）和Home Depot（世界最大家居用品零售商）等零售业，都是以加强消费者参与为基础。此外，这股趋势鼓吹的价值与美国传统有关，被身为意见领袖的‘影响者’所密切掌握，这之中包括信奉成长与改变、上进心、家庭、学习、筛选重要事物的能力，及兼顾个人与公众利益的现实态度。‘自立’似乎成了‘影响者’和全体公众的中心思想，为此，企业必须考虑把这些态度加入产品、服务、沟通和营运中。”

——柯勒与贝瑞

The Leadership Role of The Influentials　 中文

Main Idea

Influentials are at the forefront of the self-reliance movement which is sweeping society. Under this trend, individuals take it upon themselves to act rather than leaving it to the government to set things right. As thought leaders for this movement, Influentials tend to align with five general themes:

Key Leadership Themes of the Influentials

1. A unique kind of activism.

2. Outside-the-square style thinking.

3. A return to traditional values.

4. High levels of self-confidence.

5. Self-improvement and learning emphasis.

Supporting Ideas

Key Leadership Themes of the Influentials　1　A unique kind of activism

Influentials believe they can make a difference in society. Therefore, they attend town meetings, accept election to school committees, belong to community groups, write letters to the editors of local newspapers, volunteer for community service organizations, join neighborhood watch groups and more. Influentials are also likely to become highly active in all of these groups, and to encourage the people they know to do the same. They believe in looking inwards for solution to problems rather than waiting for the government to do something.

Key Leadership Themes of the Influentials　2　Outside-the-square style thinking

By and large, Influentials tend to be original thinkers rather than going along with whatever is the generally accepted wisdom. They are skeptical about traditional politics, and are prepared to do some unorthodox things. Influentials are far less likely to join a traditional political party than they are to organize their own self-help group. Similarly, most young Influentials would rather use the Internet to contact other individuals with similar beliefs than they are to seek election to the committee of some club or organization. Influentials like to be in action as long as it's an intelligent effort to do something meaningful and not just something showy or high profile.

Key Leadership Themes of the Influentials　3　A return to traditional values

One of the hallmarks of the self-reliance movement is an emphasis on values and traditions. Influentials are very much aligned with this back-to-basics approach. They tend to believe quite passionately the only way "outer reforms" can be made is if the people involved make the necessary "inner" changes first. With this in mind, many Influentials are:

- Teaching strong ethics and values to their own children and encouraging other parents to do the same.

- Expressing their viewpoint vigorously that the entertainment and music industries should show material that encourages rather than discourages the exercise of good values.

- Encouraging companies to articulate their values more openly. Influentials tend to believe strongly that corporations have a major obligation to use their resources to promote good values within the community.

Key Leadership Themes of the Influentials　4　High levels of self-confidence

Influentials come into most conversations with a higher degree of confidence than Americans as a whole. This is partly the result of the fact they are well-read. It is also due to the fact Influentials are connected to people right across the spectrum of interests, and tend to be generalists rather than specialists in one narrow area of expertise. In almost all conversations, Influentials are confident they can contribute ideas which will be of value and interest.

For example, Influentials are likely to feel comfortable about making their own financial decisions rather than leaving these to an adviser. They are more comfortable than the average person in buying life insurance, selecting investments and participating in the stock market. This means Influentials are more likely to respond to commercial approaches that initiate a conversation among equals than they are to advertising that promises to do everything for them. Astute marketers will do just that.

Influentials are also highly confident in their approach to government and institutions. While they may be disappointed by the caliber and actions of some individuals serving within the system, Influentials tend to have a great deal of confidence in the democratic process and that the voice of the people is the best way to make decisions.

Key Leadership Themes of the Influentials　5　Self-improvement and learning emphasis

Learning is a major part of the self-reliant mind-set. Influentials are passionate about learning more and sharing what they know. Again, the lesson for marketers is that to attract the attention of Influentials, all advertising and marketing materials should help consumers learn something they don't know.

For all their passion, however, Influentials are selective about what they learn. They don't, for example, feel a great need to learn how to make major electrical repairs. Influentials are intelligent enough to know what they should leave to someone who is skilled in that specialist field.

Due in part to their central role, Influentials prefer learning through conversations with others. They place a heavy emphasis on word-of-mouth recommendations, supplemented by their own online research. Influentials live to provide their friends and associates with new insights and new pieces of knowledge. Those commercial organizations which develop their marketing materials to facilitate this activity will be most highly favored by the Influentials.

Key Thoughts

"There is good reason to believe the movement toward self-reliance will continue to be a defining theme for years to come. The trend has strong forces behind it. A wealth of new technologies and businesses are now predicated on it, from the mutual-fund industry, to the technology industry, to retailers like the Lowe's and Home Depot home improvement chains, which are based on the greater involvement of consumers. Further, the trend taps into values traditionally associated with America and closely held by the opinion leader Influentials, including belief in growth and change, initiative, family, learning, the ability to sift out what matters, and the utilitarian synthesis of self-interest and the interest of the community. Self-reliance seems to be the message both in Influentials and in the public as a whole. Businesses need to take account of these attitudes in their products, services, communications and operations."

—Ed Keller and Jon Berry

“影响者”对未来的看法　 英文

主要观念

“影响者”关切哪些未来的愿景？整体来说，大部分“影响者”相信，有7项主要课题会影响他们的生活：

“影响者”心中7项未来主要课题

1. 每个人都应该为后世留下些什么。

2. 全球观点与连结。

3. 要速度，也要放松。

4. 以计算机为中心的世界。

5. 活得更久、更健康。

6. “独裁者”的消失。

7. 便利性的局限。

支持概念

“影响者”心中未来的主要课题　1　每个人都应该为后世留下些什么

“影响者”对能留些什么给孩子与后代子孙，有着极高的兴趣。相较于绝大多数美国人，“影响者”在看待许多自己的决策时，比较会考虑这些举动可能对后代造成何种影响。因此，他们无时无刻不关心注意下列这些问题：

- 环境问题

- 平等的受教机会

- 犯罪与暴力的扩散

- 贫富差距

- 疾病

- 家庭

基于“影响者”主动出击的个性，他们几乎不指望政府来解决这些问题与挑战，反而会寻求科学与新科技做出一些重大贡献。大部分“影响者”也认为，就某种程度来说，将来他们势必要靠自己的力量想出这些问题的解决方案。因此，自己能为后代留下的遗产就是设法做点事让世界变得更好，而不是默默接受现状。

“影响者”心中未来的主要课题　2　全球观点与连结

胸怀世界并不代表“影响者”试图把全球美国化。恰好相反，大部分“影响者”都尝试以结合世界各地好想法的新方式来思考，也就是说，“影响者”目前正试图拼凑出兼容并蓄的生活方式，而这种生活方式涵盖了世界不同文化中最务实的做法。

因此，有句古谚可改写成：“放眼全球，立足本土。”“影响者”固然在当地社群中十分活跃，但也有强烈意愿去了解世界各地对最佳生活方式的看法。“影响者”很喜欢旅游，因为可以亲身体验其他文化的丰富多变。他们也很关心世界各地正在发生的事，不会只注意美国的国内大事。“影响者”还能与其他国家人民建立良好友谊。

“影响者”心中未来的主要课题　3　要速度，也要放松

近年来，当大部分“影响者”的生活步调愈来愈快时，也愈需要拥有一段日常的个人平静时间。多数“影响者”每天都会留下一些时间来沉淀自己，而不会有非做点什么事不可的压力。

放眼未来，“影响者”偏爱以旅游抛开一切工作与压力。即使只在周末能从电话、传真和电子邮件中逃开，这都是喘息的机会。他们还会在每天为自己留点时间喝杯咖啡、看看书和朋友联络感情，或者干脆什么都不做。将来会有愈来愈多的资源运用在协助大家维持良好平衡的生活。

“影响者”心中未来的主要课题　4　以计算机为中心的世界

信息时代的重要配备到底是个人计算机、电话还是电视，曾有过不少争论。对大部分“影响者”而言，个人计算机当然能轻松打败其他配备。因为这些人在工作中使用计算机十分顺手，同时主动把计算机运用到生活的各个层面。很多人甚至会建构家用服务器来连结屋内各个房间，并用来储存：

- 小孩作业

- 家人相片集

- 家人电影数据库与音乐集

- 家人病史与财务资料

“影响者”偏好的家庭计算机网络，正是未来“智能型”家庭的重点。大部分“影响者”都认为，家电用品总有一天会与计算机相连，再辅以机器人负责家中杂务。在那天来临前，大部分“影响者”都会随着以数字方式储存与运用个人资料，而成为计算机高手。

“影响者”心中未来的主要课题　5　活得更久、更健康

“影响者”知道年华终将老去，但不接受自己体能活动因而受限的想法，并特别直指整个人口目前出现的4个重大变化：

1. “老”的定义正在改变——这些定义变化包括退休年龄从60到65岁，变为75岁、甚至85岁或更老，很多人甚至把晚年视为在完全不同领域开展事业第二春的好时机。

2. 年长开始被视为一项利多——因为医疗保健的进步，弥补了体能在某种程度上的限制。因此，银发岁月也被视为尽情享受个人爱好的时机。

3. 相信许多新科技的发展，使老年人变得更轻松——像是机器人、可携式健康监测器，以及可在紧急医疗事故发生时迅速提供治疗的智能卡。

4. “自立”会愈来愈受瞩目——大部分“影响者”都会积极规划晚年生活要做什么，而不是住进赡养中心。尤其是很多“影响者”都会成立慈善信托基金和其他组织，以便借由这些机制为公众尽份心力。

“影响者”心中未来的主要课题　6　“独裁者”的消失

过去大家都在猜测，以后会不会真有个“独裁者”主宰个人生活一切大小事。对此“影响者”则有截然不同的想法，他们强烈主张个人自主权，并视隐私是未来必须充分讨论的重大议题。大部分“影响者”都无法接受某家公司基于营销目的，把个人的详细资料卖给别家公司，所以会抵死拒绝从事任何类似的勾当。

基于相同理由，“影响者”也不太愿意参与“顾客关系”方案。因为他们太明白，在太多企业购并案例中，个人资料都是被当成企业资产，而非个人财产；说到底，一切都来自信任与否。假如“影响者”相信企业会把这些个人资料作为增进顾客利益之用，那么就愿意提供个人资料，一旦缺乏这种信任感，他们就会拒绝提供数据。

总而言之，只要商业机构态度友善，“影响者”就会乐意合作。不过，要是有任何机构想扮演“独裁者”，势必不能获得“影响者的合作。（编注：Big Brother，独裁者，或译为老大哥，源自英国作家乔治，奥韦尔名著《1984》。）

“影响者”心中未来的主要课题　7　便利性的局限

传统上，产品要卖得好，一定要兼具速度与效率。不过，“影响者”对此却显得愈来愈挑剔。他们逐渐了解，有时只为图个方便而大费周章，是不值得的，尤其是质量若因此受损的话。举例来说，“影响者”深知，有时宁可花时间找家不错的餐厅用餐，也不会去快餐店外带专用快速车道窗口随便买点东西果腹。

“影响者”在生活中有愈来愈多的地方变得相当挑剔。他们喜欢方便，又不愿牺牲质量；喜欢大量采购，这样就不必常往店里跑；也喜欢借由目录手册或网络买东西，理由一样是为了节省时间。假如有机会陪孩子，“影响者”甚至会刻意把打扫家里的时间往后延。

关键思维

“总之，‘影响者’正把‘方便’这个概念导向最原始本意。查查字典就会发现，‘方便’不光是指更快速和更有效而已。在字典的第一个定义是：‘合乎个人舒适感、目的或需要的特质’。如果要让‘方便’持续扩展，就必须少谈速度与效率，多谈消费者的舒适感、目的与需要。和任何地方一样，由‘影响者’引导方向，并利用科技、产品和服务来满足个人喜好，终究应是未来趋势。”

——柯勒与贝瑞

“‘影响者’花在思考未来的时间比一般人多，所以对未来的适应能力似乎也比一般人好。他们把毕生心力都用来研究未来会遇到的问题、为这些问题找出可能的解决之道，并设法把这些解决之道融入公众与个人生活中，因此他们知道问题总是有办法解决的。”

——柯勒与贝瑞

The Influential's Insights On What Tomorrow Holds　 中文

Main Idea

What is the vision of the future as far as Influentials are concerned? In broad brush terms, most Influentials believe seven key themes will play out in their lives:

The Seven Key Themes of the Future According to Influentials

1. The Need to Leave a Legacy.

2. A Global Perspective and Connection.

3. High Pace Coupled With High Peace.

4. A PC-Centered World.

5. Living Longer and Stronger.

6. The Absence of a Big Brother.

7. The Limits of Convenience.

Supporting Ideas

The Future According to Influentials　1　The Need to Leave a Legacy

Influentials are intensely interested in shaping the kind of legacy they leave for their children, grandchildren and other future generations. More than most Americans, Influentials look at many of their decisions through the lens of how this action will appear to the rising generations. Thus, they are consistently aware of and concerned about:

- Environmental issues

- Educational opportunities for all

- The spread of crime and violence

- Divisions between the rich and poor

- Diseases

- The family

Taking into account the proactive tendencies of Influentials, they are very unlikely to look to the government for answers on any of these issues and challenges. Instead, they tend to look for science and new technology to make significant contributions. Most Influentials also assume they will need to have a certain amount of pragmatic hands-on involvement in shaping solutions to these problems in the future. They see their legacy as being the fact they tried to do something to improve the world rather than accept things as they currently stand.

The Future According to Influentials　2　A Global Perspective and Connection

Becoming globally minded doesn't mean the Influentials are attempting to Americanize the world. It means just the opposite. Most Influentials are trying to think in new ways by piecing together one good idea from one part of the world with another good idea from an entirely different part of the world. That is, Influentials are now trying to piece together a composite lifestyle which incorporates many best practices from various world cultures.

This is a variation on the old adage: "Think global, act local." Influentials are very active in their local communities but they are also intensely interested in picking up the best lifestyle ideas from anywhere in the world. Influentials like to travel so they can experience the richness found in other cultures first hand. They also keep up with current events happening around the world rather than focusing on U.S. domestic matters. Influentials have good friendships with people in other countries.

The Future According to Influentials　3　High Pace Coupled With High Peace

As the pace of most Influentials' lives has picked up in recent years, their demands for a period of daily personal peace have increased correspondingly. Most Influentials set aside some time each day where they can reflect rather than feel the need to be doing anything.

Looking into the future, Influentials like to travel so they can get away from all their work and stress. Even a weekend away from the phone, fax and e-mail can be a refreshing break. They also tend to set aside a daily personal time where they can drink a cup of coffee, read a book, interact with their friends or just simply do nothing at all. In the future, more and more resources will be dedicated to helping people maintain a good balance in their lives.

The Future According to Influentials　4　A PC-Centered World

At one time, there was much debate over whether the personal computer (PC), the telephone or the television would be the key appliance of the information age. As far as most Influentials are concerned, the PC has won that contest easily. Most Influentials are perfectly comfortable using PCs at work and are actively integrating PCs into every area of their personal lives as well. Many have even set up family servers that link to various rooms within the house and which store:

- The kids' homework assignments

- The family photo collection

- The family movie library and music collection

- The family's medical records and financial information

The home computer network favored by Influentials is the essence of the "smart" home of the future. At some time in the future, most Influentials believe their household appliances will be linked into it, supplemented by robots to carry out household chores. Until that day arrives, most Influentials are becoming highly computer literate as they store and manipulate their personal information in digital format.

The Future According to Influentials　5　Living Longer and Stronger

Influentials realize they may be growing steadily older, but they don't accept that should mean limiting their physical activities. Specifically, they are pointing the way to four key changes which are taking place in the population as a whole:

1. The definition of "old" is changing—from retirement age (60 to 65 years) to 75 or even 85 or older. Many people even view their later years as a good time to start a new career in a totally different field.

2. Growing older is starting to be viewed more favorably—because advances in health care are offsetting physical limitations to some degree. Thus, older years are now viewed as the time to pursue hobbies with vigor.

3. There is a belief many new technologies will be developed which will making aging easier—like robots, portable health monitors and smart cards that will enable rapid treatment in the event of a medical emergency.

4. Self-reliance will receive growing attention—with most Influentials actively planning what they will do in their latter years of life rather than going to an assisted living center. Specifically, many Influentials are setting up charitable trusts and other organizations which they will be able to use as vehicles for contributing to the community.

The Future According to Influentials　6　The Absence of a Big Brother

In times past, people speculated whether there would be a "big brother" of the future who would monitor every detail of a person's life. The Influentials are moving in the opposite direction. They believe strongly in personal empowerment, and see privacy as a major issue which will need to be debated fully in the future. Most Influentials are highly uncomfortable about the concept of one company selling their personal details to another company for marketing purposes, and will actively resist participating in any such activities.

Influentials, for the same reason, hesitate to participate in customer relationship programs. They are aware that in so many mergers and acquisitions, their personal information gets treated like an asset of the business rather than the property of a person. It all comes to a matter of trust in the end. If Influentials believe a company will use the information to help the customer's interests, Influentials will provide their personal information. In the absence of that belief, there will be no enthusiasm for providing personal information.

In short, Influentials are happy to work with any commercial entity which treats them like a brother. They are, however, unlikely to work in with any firm that tries to act like a big brother.

The Future According to Influentials　7　The Limits of Convenience

Historically, products that go faster and are more efficient have sold well. Influentials, however, are becoming more selective in this area. They are learning that there are times when convenience is not worth the effort, especially if there is a trade-off in quality. For example, Influentials realize there are occasions when it's better to take the time to go and dine at a nice restaurant rather than grab something at a fast food drive through window.

In more and more areas of life, Influentials are becoming quite selective. They like convenience, but not at the price of quality. They like to bulk buy in large quantities so they don't have to shop so often. They also like to shop using catalogs or the Internet for the same reason—to save time. Influentials are even prepared to put off doing some cleaning around the house if they have an opportunity to spend some time with their kids.

Key Thoughts

"In the end, Influentials are bringing 'convenience' back to its true meaning. Look up the word in the dictionary, and you see convenience is not simply about being faster and more efficient. The first definition in the dictionary says convenience is 'the quality of being suitable to one's comfort, purpose or needs'. For "convenience" to continue to grow, it will have to be less about speed and efficiency and more about consumers' comfort, purpose and needs. Here, as elsewhere, Influentials are pointing the way, using technologies, products and services to get to what they love. In the end, that's what the future should be about."

—Ed Keller and Jon Berry

"Having spent more time thinking about the future than the average person, Influentials seem to be more comfortable about the future than the average person. Having spent their lives working through problems the future holds, identifying potential solutions for those problems, and leading the way in integrating those solutions into their communities and own lives, they know that problems can be solved."

—Ed Keller and Jon Berry

发展针对“影响者”的6项商业策略准则　 英文

主要观念

要与“影响者”有所联系，并和这些意见领袖对话，必须遵守下列6项准则：

发展针对“影响者”的6项商业策略准则

1. 掌握丰富信息。

2. 虚心接受外界批评。

3. 投入公众事务。

4. 简化交易过程。

5. 了解何时该破例。

6. 打出自己的品牌，并昭告天下。

支持概念

发展针对“影响者”的商业策略　1　掌握丰富信息

“影响者”相当依赖信息作决策，所以想征服“影响者”，就要尽可能提供理想的高质量信息。这表示要打入“影响者”的市场区隔中，最好办法就是利用兼具创意与信息的广告，而不耍花招。假如“影响者”认为广告主不尊重他们的智慧，或是企图误导事实，便会引起他们的反感。因此较好的做法是提供更多信息（也许可以摆在广告中所提到网站），而别奢望可以把所有东西都融入广告中。如此一来，“影响者”就可以自行研究、验证你所提出的保证，并对照所有条件。你若有办法让“影响者”主导这项销售的研究阶段，便可提高成功机会。

发展针对“影响者”的商业策略　2　虚心接受外界批评

“影响者”很会抱怨，所以要留意那些最喜欢对产品或服务挑毛病的人，因为他们很可能就是“影响者”。不要回避他们的批评，要虚心求教、改正缺失，并竭尽所能让他们满意。只要能做到这点，“影响者”就会告诉每个人，他很了解你们公司，因为你们曾对他所关切的事有所回应。对“影响者”来说，最重要的事并不是出现了这些问题，而是你以行动响应了这些不满。只要做好这点，抱怨的“影响者”就会变成最忠实的支持者。

发展针对“影响者”的商业策略　3　投入公众事务

到底该怎么做？以下有些点子可供参考：

- 投入公众公益事务——像是建运动场、担任学校基金筹措人、支持读书计划，或是赞助童军活动。“影响者”经常服务于这些活动的筹备委员会。

- 协助办理某些公众活动——邻里大扫除、捐赠粮食，甚至是指导青年运动队伍。

- 尝试某些公益营销——把部分收入用于计划改善当地公立学校。

- 支持大家都很关切的计划——尤其是环保措施。

发展针对“影响者”的商业策略　4　简化交易过程

“影响者”在买东西时，多半会寻找省钱、价格划算及对生活有帮助的产品。不过，当他们真的找到对家人生活有帮助的产品或服务时，“影响者”通常很愿意多付点钱。

这对营销人员有何意义？就是让一切保持简单明了。向“影响者”推销的最佳方式就是提供简单的样品，让他们亲自试用产品或服务。假如“影响者”觉得你真的达到了你所保证的好处，他们就会成为忠实热心的顾客与拥护者。

营销传播也应该要简单直接。以“影响者”为对象的广告，应该要说明产品与服务的实际好处，千万不要语焉不详。不必对“影响者”诉诸地位、财富或名望，因为这些东西对他们来说并不重要；“影响者”反而希望听到直言无讳的事实。

发展针对“影响者”的商业策略　5　了解何时该破例

大体说来，“影响者”对大部分的事都很现实。但只要遇到自己热衷的事，就会刻意松绑这项原则。在这一、两个事关个人利益的事项，大部分“影响者”都会把一切客观抛到脑后。一般来说，在下面7件重要的事项上，“影响者”会刻意打破自己的惯例：

1. 科技。

2. 个人财务与投资。

3. 旅游、车辆。

4. 餐饮。

5. 住宅。

6. 健康。

7. 车辆。

企业应该要想办法随时掌握这些领域发生的最新消息。只要在上述事项出现任何值得一提的事，“影响者”便会注意。其中关键在于，要把这种兴趣转换成你的产品或服务的销售量，就算他们感兴趣的不是你的营业项目也一样。

发展针对“影响者”的商业策略　6　打出自己的品牌，并昭告天下

尽管心存怀疑，但“影响者”还是很注重品牌。只要品牌能为他们提供正面的体验，并以合理价格传递质量，自然就能得到认同。从“影响者”的观点来看，品牌有它的好处，因为他们并不想为了找出市场上最好的东西而大费周章。对“影响者”来说，品牌既节省时间，又可简化生活。

有鉴于此，企业应该全力为“影响者”带来一致的品牌体验。若你能做到这点，“影响者”就会爱上你的产品或服务。

Six Rules For Developing a Business Strategy for Influentials　 中文

Main Idea

To connect with Influentials and enter into conversation with these opinion leaders, there are six rules you need to follow:

Developing a Business Strategy Targeting Influentials

1. Be information rich.

2. When critics arise, welcome them.

3. Get involved in the community.

4. Keep it simple to deal with you.

5. Understand when to make exceptions.

6. Be your own brand — and tell the world.

Supporting Ideas

Developing a Business Strategy Targeting Influentials　1　Be information rich

Influentials make their decisions based on high levels of information. Therefore, to succeed with Influentials, provide them with as much good, high-quality information as you possibly can. This means the best way to reach the Influentials market segment is to use advertisements that are both creative and informative rather than gimmicky. If an Influential thinks the advertiser does not respect their intelligence or presents facts in a misleading way, they will switch off mentally. Therefore, it makes good sense to have more information available (perhaps on a Web site that is mentioned in the ad) than can reasonably expect to be able to fit into an advertisement. That way, the Influentials can do their own research, verify the claims you make and cross reference everything. If you make it feasible and possible for the Influential to be in control during this research phase of making a sale, your chances of success increase.

Developing a Business Strategy Targeting Influentials　2　When critics arise, welcome them

Influentials are active in making complaints. Therefore, look to the people who are most vocal about their problems with your product or service. Chances are, they will be Influentials. Don't shy away from their criticism but learn from it, fix what's wrong and go to great lengths to make them happy. Do that successfully, and the Influentials will tell everyone they know about your company because you have responded to their concerns. It isn't the fact that problems have arisen that matter most to Influentials, but your actions in responding to those complaints. Handle this well and the Influentials who complain will become your greatest advocates.

Developing a Business Strategy Targeting Influentials　3　Get involved in the community

How, exactly, can you do that? Some ideas:

- Become involved in community causes—by building sports fields, underwriting school fund raisers, supporting reading programs or sponsoring Boy Scout or Girl Guide activities. Influentials often serve on the organizing committees for these types of activities.

- Help run some community events—neighborhood clean-ups, food drives or even coach a youth sports team.

- Try some cause-related marketing—where part of the revenue goes to programs that improve local public schools.

- Support programs that contribute to the wider concerns—especially environmental initiatives.

Developing a Business Strategy Targeting Influentials　4　Keep it simple to deal with you

When Influentials go shopping, they tend to look for products that save money, provide good value for money and make life easier. However, when they do find a product or service that makes life easier for their families, Influentials are usually willing to pay a premium for it.

What does this mean for marketers? Keep things simple and straightforward. The best mode of marketing to Influentials is to offer them a free sample. Let them try your product or service for themselves. If Influentials find you do deliver the benefits you promise, they will become loyal and passionate customers as well as advocates for you.

Marketing communications also should be simple and direct. Instead of verbal fluff, advertising targeting Influentials should state the practical benefits of the products and services. There is no need to appeal to status, luxury or prestige with Influentials because that isn't important to them. Instead, Influentials prefer to hear the basic facts stated plainly without embellishment.

Developing a Business Strategy Targeting Influentials　5　Understand when to make exceptions

Overall, Influentials are utilitarian in most areas but will be prepared to make exceptions to that rule when it comes to something they are passionate about. In these one or two areas of personal interest, most Influentials will lose all objectivity. Generally speaking, Influentials will be prepared to make personal exceptions in seven key areas:

1. Technology.

2. Personal finances and investing.

3. Travel.

4. Restaurants and cooking.

5. Home.

6. Health.

7. Automobiles.

Businesses should work to stay up-to-date with what is at the cutting edge in each of these fields. If there is anything newsworthy happening in any of these areas, Influentials will be taking note of it. The key is to take that interest and translate that into sales for your own product or service, even if you are not in that specific line of business.

Developing a Business Strategy Targeting Influentials　6　Be your own brand—and tell the world

For all their skepticism, Influentials hold brands in high regard. They value whichever brands will provide a positive experience for them while delivering quality at a reasonable price. From the Influential's viewpoint, brands are good because they don't want the hassle of trying to figure out what's the best on the market. Brands save time and simplify life for the Influentials.

With this in mind, businesses should concentrate on delivering a consistent brand experience to Influentials. If you can achieve that, Influentials will be enthusiastic about your product or service.

响应与讨论

动态管理时代来临

许士军　教授

元智大学远东管理讲座教授

中华民国管理科学学会理事长

近来，挂在企业界人士口中的一个流行词汇，就是所谓的“经营模式”，经营模式代表策略的核心成分，也是制胜之道。事实上，不同企业经营者脑海中各有一套制胜之道。在我们社会中，有人相信，制胜之道就在勤奋努力、积少成多；有人认为，只要有充裕的资金，无事不可成；有人坚持，技术挂帅，点石成金；当然还有更多人主张只要做到“价廉物美”，即可立于不败之地。诸如这些想法，广义言之，似乎都可说是一种“经营模式”，但却不是目前世界上一流企业所实行的经营模式。

一般而言，真正的经营模式所包含的不是某一单项要素，而是各种关键成功要素（key success factors）所组成的“模态”（pattern），例如所提供给顾客的价值、经营范畴、巿场对象、通路结构、形象和要求以及价格政策等。将一经营模式比喻为一个剧本，似乎其间存在有颇多神似之处。譬如，好剧本是否能有复原而传神的演出，其成功有待台前、台后工作者和演员的通力合作与全心投入，经营模式亦是如此。在这过程中，企业领导者所扮演的角色，也有如依剧本演出而居主导地位的导演。

就竞争方式演进来说，人们先是着眼于产品本身：从不断改进，求其物美价廉，再进而开发产品和新业务以适应巿场环境的改变。在这阶段中，一般并未意识到有经营模式这一层次的竞争，大家专心投入的都只限于前线的阵地战。从某种观点而言，从阵地战提升到总体战的层次，并以经营模式作为竞争布局之依据，即代表经营水平的提升。

然而，正如同产品生命周期不断缩短，经营模式的有效适用期，受到环境、顾客、科技和竞争各方面情势之急遽改变，也产生相同的问题。因而，在这样的新情势下，企业面临的问题不再只是如何发展一种有效的经营模式，而是如何才能继续不断调整和改变原有模式以因应新的问题。这代表经营模式的连续创新——一种今后企业经营必须面对新变局和寻求解决方案的崭新挑战。

这种“动中求利”带给管理上的挑战，事实上代表管理上的一个老问题，那就是寻求两种基本力量的均衡：一是稳定和效率，一是创新和效果。不过如今这个问题是发生在较高层次上而已。

企业一方面要在原有经营模式下，与已发展的策略方案、组织结构、激励制度、信息系统，甚至背后的价值观念和组织文化等相呼应。这些原有的标准作业程序（standard operating process）正是使原有模式得以落实（甚或成功）的主要支持因素。这样的成功，代表这些背后的支持要素已深植于组织成员的思维、态度和行为中，构成被视为当然的存在条件，所谓“牵一发而动全身”，这些原有条件，显然是无法轻易地改变。另一方面，新的经营模式同样需要有相对应的“配套”措施。如何发展适合的配套，又如何将其融入原有组织中，都代表高层次的问题和挑战。在此所强调的是，经营模式所涉及的，不是某一项或几项局部改变而已，而是一个组织脱胎换骨的蜕变。

因此，发展怎样的新经营模式是一回事，将其引进组织内则是另一回事。后者的难度恐不在前者之下，有时甚或超越前者。真正说来，在往后的日子，创新已成为一个必须经常面对的现实需要，而非偶一为之的特殊事件。在这样的情势下，支持经营模式的各项配套，也必须灵活化，例如以前述之组织结构而言，绝不可能延续传统的金字塔型层级结构方式，而必须改变为由自主团队所构成的扁平型网络结构方式。同样地，激励所依据的绩效标准，也不可能是僵硬的预算数字，而应是反映为顾客所创造的价值。

总而言之，今后企业所实行的，不仅是种动态的经营模式，而是整体的动态管理。

本文作者简介

美国密歇根大学企管博士，现任元智大学远东管理讲座教授、中华民国管理科学学会理事长。曾担任台湾大学管理学院院长、新加坡国立大学管理学院教授、政治大学管理研究所所长、长庚大学管理学院院长、美国詹姆斯梅迪生大学管理与营销系客座教授，教学领域为营销管理、策略管理、国际企业管理、研究方法。

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