燃烧的平台:启动劳斯莱斯转型
主持人:大家好,我是Nicola Tangan,今天我很高兴能与劳斯莱斯(Rolls Royce)的首席执行官Tufan Erginbilgiç共度时光。挪威银行投资管理公司(Norges Bank Investment Management)持有劳斯莱斯2.3%的股份,总价值超过10亿美元。非常欢迎Tufan。当你接任劳斯莱斯的工作时,你称之为“燃烧的平台”(Burning Platform: 指企业面临严峻挑战,必须立即采取行动进行根本性变革的局面),为什么你的开场白如此戏剧化?
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hi everybody I'm Nicola tangan and today I'm in good company with Tuan the CEO of Worlds voice and in the fun we own 2.3% of the company totaling more than $1 billion so big welcome to fun now um when you took the job Ed wals uh you called it a burning platform why were you so dramatic in kind of your opening statement
Tufan Erginbilgiç:首先,那是一次内部会议。我想说,这是我经历的第三次转型。我们可能会讨论正确的支柱是什么,我学到了在转型中需要具备哪些支柱。其中一个非常重要的支柱是,你必须把镜子照向自己,因为大多数需要扭转局面的组织,其全体员工不再清楚公司的现状。
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So first of all it was an internal meeting uh I would say so this is my third transformation right we may talk about what are the right pillars I learned what pillars you want to have in place sort of in Transformations one of the pillars is very important that actually you put the mirror up because most of the organizations which requires turnaround they don't nature of it whole employee base is not anymore communicated where the company is.
我认为,我刚上任时召开的那次全体员工大会,显然我在上任前对业务进行了大量评估,然后我与领导层会面,因为我想让他们参与进来,之后我们召开了大型全体员工大会,让所有其他人参与进来。
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I think that town hle what I did when I first came in obviously I did lots of assessment of the business before I shoved up then I got together with leadership because I want to get them on board then we had the big tunel to engage everybody else right it.
在那次一个半小时的会议中,我首先做的就是把镜子照向大家,然后谈论愿景以及我们如何实现它。人们的反应如何?实际上,内部员工的反应是他们觉得这非常振奋人心。当然,外部媒体只报道了会议的前15分钟,也就是提到“燃烧的平台”的部分。
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in that tunnel it was 1 and a half hours what I was doing early on put the mirror up and then talk about the vision and how we are going to get there how did people react actually internally people reacted it was they found it very energizing of course externally you found the first 15 minutes of that on the on the news which was saying burning platform.
通常,当我上班时,我会戴上耳机听音乐或播客。有一次我在国王十字车站(King's Cross station)戴着耳机走路,一位女士走过来问我:“你是Tufan吗?”
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normally when I walk to the sort of work I I put my headphone and I listen to music or podcast something like that I was actually like that in King's cross station I was sort of walking with my headphone on a lady approached me and said are you too fun next day this.
第二天,我摘下耳机说:“是的。”她说:“那次全体员工大会太振奋人心了。当我读到它时,我想,他要么会扭转局面,要么会在一年内离开。但你还在,所以一切都好。”
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is I I said I took the headphone of I said yes she said that town hle was so energized when I read it I thought you know what he he's either going to turn it around or he's going to be out of there in a year but you still here so that's all good.
转型前的准备与核心支柱
主持人:你如何为这份工作做准备?你说你在之前做了评估,一个人在接任工作前是如何做这些评估的?
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how did you prepare for the job you say you made assessments before how how does one do that before one takes job.
Tufan Erginbilgiç:我进行外部评估和内部评估。所以在九月初,我启动了一项外部基准测试,这项工作持续了几个月,按部门进行。我成立了一个指导委员会,当时我还没有正式上任,但我邀请了所有部门负责人加入指导委员会,因为如果在外部基准测试进行过程中他们有异议,他们就应该参与其中。当然,首席财务官(CFO)也参与了。
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so I do external assessment and internal assessment so early September I actually launch an external benchmarking which took couple of months uh division by division and I created the steering committee I wasn't in the job I invited all the division leaders to be in the steering committee because if they have disagreements while we are progressing the external benchmarking they should be in the mix right so obviously CFO as well so that was the steering committee.
所以从九月初到十一月,我们进行了外部基准测试。与此同时,我与团队会面,进行我的内部评估。
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so between early September to November we did external benchmarking while this was happening I was meeting with the teams M to do my internal assessment.
主持人:你开了多少次会?
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how many meetings did you have.
Tufan Erginbilgiç:坦率地说,很多。我没有数过。
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many frankly many uh so I I cannot I don't count.
主持人:为什么在开始之前会见这么多人很重要?
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why is it important to meet so many people before you start.
Tufan Erginbilgiç:除了内部评估,我还与顶级投资者进行了交流。我实际上与他们见了面,很明显,当时存在巨大的挫败感。所以对我来说,很清楚我们需要立即采取行动,这不会是一个蜜月期。因此,我的支柱有一个理想的顺序,但在转型中我很少能按照理想顺序进行,因为在这种情况下,我需要非常迅速地采取行动。
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one of the things I actually did Beyond internal assessment I talked to top investors so I actually met with them and it was very clear that there was huge frustration out there so it was very clear to me we needed to go into action this wasn't going to be a honeymoon period so therefore there is an ideal sequence of my pillars but I hardly end up with the ideal sequence in Transformations because in this case I need to get go into action very quickly.
所以情况总是需要你进行调整。然后你来到这里,第一天你做了什么?
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so circumstance always sort of you need to tailor it so then you come in here gen one what you do gem one.
Tufan Erginbilgiç:我来这里时带着非常清晰的想法。然后,因为我们作为一个执行团队(ET),我们已经在十一月底开会并达成了一致。请记住,他们是指导委员会的一部分,我们做了大量工作,所以我们知道议程是什么。
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when I came here I came with very clear ideas then uh because we all as an ET I already met and we agreed actually late November as an executive leadership we did until late November remember they were part of the steering committee Etc we did lots of work so we knew what the agenda was.
主持人:好的,执行团队显然发生了变化,但当时你已经组建了团队了吗?
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okay we came in ET was obviously ET change executive team change quite a bit but at that time you had set the team before you came.
Tufan Erginbilgiç:不,实际上那主要是旧团队。我当时只带来了两名新成员,但主要是之前的团队。但我们已经达成了一致。然后我们召开了前100名员工会议,并与他们达成了一致。之后,我们向整个组织推广,这标志着转型计划的启动。我们知道如何构建转型计划等。
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no actually that was the old team mostly old team right I brought one or two new people by that time two people actually but mostly uh the previous team uh but we were aligned then we actually top 100 meeting we had we got aligned with that then went to the whole organization and that was the kickoff of transformation program m but we knew how we were going to structure the transformation program Etc.
合同重新谈判与市场定位
主持人:你很早就设定了一些优先事项,其中之一是优化合同和定价。你是如何做到的?
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you had some priorities which you set pretty early one was to refine the contracts and work on pricing how do you do that.
Tufan Erginbilgiç:我们做了很多事情。大家似乎都专注于合同谈判,因为这让很多人感兴趣。坦率地说,我们提出了六个杠杆。其中一部分是,我们所做的投资和承担的风险,在我们的定价中没有得到充分的补偿。第二件事是所谓的LTSA合同(Long-Term Service Agreement: 长期服务协议),即与航空公司等签订的长期合同。
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we've done lots of things everybody sort of focuses on contract negotiations because I it is interesting for many people frankly we came up with six lever as part of that the investment we make and the risks we take we don't Ren numerate them sufficiently in our pricing second thing is what is called ltsa contracts this long-term contracts with Airlines and so on.
因此,我们在那里的定价不好,我们有很多亏损的大合同。所以我们很早就需要处理这个问题,原因有二:为了业绩提升,因为我再次强调,我们不是在谈论支柱,但我通常会以战略为主导,然后一切随之而来。但我很清楚,战略将需要六到九个月的时间,因为我管理战略的方式是非常包容的,我不会与几个人在密室里进行。
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our pricing therefore was not good there and we had lots of big contracts with losses if you like so early on we needed to deal with it for two reasons for for performance Improvement reason because I actually again we are not talking about the pillars but normally I lead with strategy then everything comes but I was very clear that strategy was going to take six to nine months because the way I run strategy is very inclusive I don't run it with couple of people in a dark room.
主持人:我们是如何做到的?
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and how did we go about it your question Nikolai.
Tufan Erginbilgiç:Nicola,我真的相信我们不是供应商,我们是合作伙伴,这就是我参与这些对话的方式。他们中的大多数人都与劳斯莱斯存在运营问题。所以这些是你们提供给航空公司的发动机。
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I really believe we are not a supplier we are a partner and that's how I step into these conversations and most of them had operational issues with Roy Roy so these are with the engines that you supply to the Airlines.
主持人:只是为了这里的听众,你们为全球一半的宽体飞机提供发动机,对吗?
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and just uh for the listener here you supply half the engines to the world's wide body planes that that's correct that's corre.
Tufan Erginbilgiç:是的,没错。
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incredible Market position yes I think our delivery is 50% yes.
主持人:令人难以置信的市场地位。
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there are only two players as you know in that market.
Tufan Erginbilgiç:是的,我认为我们的交付量是50%。是的,正如你所知,那个市场只有两个参与者。那么你做了什么?我的意思是,每一次会议在某种程度上都略有不同,但在另一方面又非常相似,因为他们都有运营问题。我最后说,我承认这一点,我将确保我正在处理,我们可以谈论它。但我也说,弱小的劳斯莱斯只能给你这些。
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so what do you do I mean every meeting is slightly different in some sense very identical in the other sense because they all had operational issues and I said at the end I acknowledge it I'm going to make sure I'm on it and we can talk about it but I also said weak royroy can only give you that.
我正在投资10亿英镑用于“在翼时间”(Time on Wing: 指发动机在飞机上运行的时间,越长表示可靠性越高)项目,这正在改进产品,我们的客户将从中受益匪浅。我们将把整个产品组合提升40%,这意味着我们客户的干扰将大大减少。我说,弱小的劳斯莱斯只能做到这些,而强大的劳斯莱斯可以成为更好的合作伙伴。
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I'm investing 1 billion pounds in time on Wing program that's improving products our customers will benefit a lot right we are going to improve whole portfolio by 40% that means a lot less disruption for our customers I said weak rollsroyce could do only this stronger rollsroyce can be a better part partn.
主持人:但你不是在与印钞公司谈判,对吧?你是在与通常经营不善的航空公司谈判。那么他们为什么要给你更多的钱呢?
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but you are not negotiating with uh companies which print money right you are negotiating with Airlines which are generally not doing well so why would they want to give away a lot more money to you.
Tufan Erginbilgiç:在我的职业生涯中,我实际上曾站在等式的两边。可持续的伙伴关系只有在互惠互利的情况下才能奏效,否则就不能。我曾经签订过一份非常丰厚的合同,三年或四年后,我不记得确切时间了,他们过来对我说:“抱歉,够了。如果你想把我们告上法庭,那就去吧,我们不再履行这份合同了。”顺便说一句,我没有那样做。
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I've been actually on both sides of the equation in my career sustainable Partnerships only work and only become sustainable if they are mutually beneficial otherwise they are not I was in a very rich contract so one day after 3 years four years I don't remember ex they came and said sorry enough is enough if you want us if you want to take us to the court take us to the court we are not honoring this contract anymore I didn't do that by the way.
所以我的观点实际上是让我们重新平衡这一点,我们做了一些早期工作,我们也可以找到双赢的解决方案。我没有真正争论这个问题,我说我们需要重新平衡它,但如果我们把团队召集起来,我们可以找到双赢的解决方案。所以现在我们取得了很大的进展,我回顾每一个案例,我们都找到了双赢的解决方案。
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so my whole point was actually let's rebalance this and we did some early work and we can also find win-win Solutions I didn't actually fight the issue I said we need to rebalance it but we can if we bring the teams together find win-win Solutions so now that we made great progress I look back in every case we found win-win Solutions.
主持人:现在你批准所有定价或审查所有合同,是这样吗?
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and now you approve all pricing or you look at all contracts is that right that's.
Tufan Erginbilgiç:是的,没错。
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correct.
领导力与文化变革
主持人:你说有些事情人们认为不可能改变,但你却改变了。你还改变了哪些其他事情?
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you said that uh it was impossible to change things that people didn't think was possible to change what are some of the other things that you have changed I mean in this company we change everything effectively and we renegotiated OE contracts as well.
Tufan Erginbilgiç:我的意思是,在这家公司里,我们实际上改变了一切,我们还重新谈判了原始设备(OE)合同。这次转型中的一个重大变化,它在我的支柱中扮演着重要角色,那就是拥有一个非常宏大的战略,这是劳斯莱斯以前没有的。
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I mean in this company we change everything effectively and we renegotiated OE contracts as well the big change in this and it it plays a significant role in in my pillars having a very gr strategy which Roy Ro didn't have.
所以它在你想实现什么方面是详细的,在参与和竞争战略方面也是详细的,即你将参与哪些领域,你做出很多选择,以及我们将如何竞争。这非常重要,因为它成为一个协调工具,因为它协调了整个组织。
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so it's detailed in terms of what you want to achieve it is detailed in terms of participation and competitive strategy I where you are going to participate and you make lots of choices and how we are going to compete that is so important because it becomes alignment tool because it aligns the whole organization.
主持人:我非常相信你在这里所说的,我们在基金中也在做同样的事情,对吧?这种广泛的锚定意味着当你决定了某事之后,就更容易推进。但这是一种相当斯堪的纳维亚(Scandinavian)的做法,对吧?你是从哪里学到的?
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I'm a huge believer in what you are saying here and we're doing the same in the fund right these kind of broad anchoring means that when you have decided something it's easier to move but this is uh quite Scandinavian but way of doing it right where did you take it from.
Tufan Erginbilgiç:我是通过实践学习的。我不是斯堪的纳维亚人,所以不是从那里学到的。但我的观点是,我将其用作协调、参与和绩效管理工具。所以我学到了,这是我转型中的一个关键支柱。
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I learned by doing I'm not Scandinavian so I didn't get it from there but my view I use it alignment engagement and Performance Management too so I learned it it is one of the key pillars in my Transformations.
主持人:你是怎么做的?
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how are you doing it.
Tufan Erginbilgiç:我做四件事。我显然会进行调整,但有四件事:第一,用清晰的愿景把镜子照向大家。人非常重要,领导力甚至更重要。我坚信优秀的人才能带来改变,而领导力在转型中扮演着重要角色,因为他们需要交付成果,同时还要引领变革,而不仅仅是交付。
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I do four things right I obviously tailor it but four things one is put the mirror up with a Clear Vision people are very important leadership is even more important I have fundamental belief good people make difference and Leadership has a big role in transformation because they need to deliver the goods at the same time lead to change rather than only delivery.
我培养了正确的领导力,这意味着我们对执行团队进行了大量调整,然后我们称之为“COO减2级”的前100名员工中,我们更换了50%的人,要么是新员工,要么是他们改变了职位。
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I create the right leadership so that meant we made lots of changes on the executive team and then top 100 we call it coo minus 2 we change 50% either new people or they change their positions.
主持人:你提拔什么样的人?你寻找什么样的领导技能?
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who do you promote what what's the leadership skills you are looking for.
Tufan Erginbilgiç:我显然会看他们是否有能力领导业务。我不会看他们是否忠诚等等,我不看那些。我实际上看的是个人特质,然后我的工作就是从中组建一个团队。我整理了一份我期望他们做到的清单,并在第一周就给了每个人。
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I look at obviously they need to be capable in leading the business I don't look at is see sort of loyal Etc I don't look at that I actually look at individual characteristics and that's then my job to create a team out of it m i put together a sheet what I expect from them I gave everybody first week.
人们需要相信非凡。在我以前的生活中,我曾是劳斯莱斯的分析师,我遇到了当时管理它的人,他谈到了“永冻层”(Permafrost: 指公司中层管理人员难以改变的僵化心态),即公司中层非常非常难以改变。你为什么能成功改变它?
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even people need to believe in extraordinary in my previous life I was an analyst on cover rollsroyce and I met uh the person who ran it then war in East he talked about uh permafrost as being the midlevel of the company really really really difficult to change why are you managing to change it.
Tufan Erginbilgiç:这是一种心态问题,对吧?它不仅仅是心态问题,因为我完全不同意如果有人说我要做团队练习、文化变革练习,然后文化就会改变。那不是我的模式。你需要把正确的事情落实到位。
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it's a mindset thing right it is more than mindset because I totally disagree if somebody is saying I'm going to do team exercises cultural change exercises and culture will change that's not my model you need need to put the right things in place.
所以,精细化战略(Granular Strategy: 指非常具体、可操作、分解到细节层面的战略)。大多数组织都没有精细化战略,即使有,他们也会把它束之高阁。当我在制定精细化战略时,我已经在考虑战略实施了。我们有17项战略举措,它们将改变这家公司。
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so granular strategy most of the organizations don't when they have it they put it on the Shelf when I am building granular strategy I am already thinking about strategic strategy implementation we have 17 strategic initiatives which will transform this company.
主持人:17项?你对它们进行绩效管理吗?
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17 you performance manage that.
Tufan Erginbilgiç:它嵌入在组织中,因为如果你只想通过沟通来管理事情,那就会出问题。但如果你真正做到我所说的“最佳契合点”(Sweet Spot: 指组织高度协同,每个人都清楚自己的角色),一个协调一致的组织,每个人都知道自己的角色。我的17个项目,因为战略是如此精细,实施也是如此精细。
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it is embedded in the organization because of if you only want to run things with communication that's where the things stumble but if you actually get I call it Swit spot aligned organization everybody knows their roles my 17 program because strategy is that granular implementation is granular.
想想我说的协调、参与和绩效管理工具。让我举个例子,“在翼时间”改进就是其中之一。所以,假设Nicola你是“在翼时间”的负责人。
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think about I said alignment engagement Performance Management tool let me time on win Improvement is one of them so let's say Nic you are the time on wi leader.
主持人:请解释一下“在翼时间”是什么。
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just explain time on wing.
Tufan Erginbilgiç:它实际上是改进我们的产品,使我们产品的耐用性和发动机的可靠性非常好。我们正在进行这项10亿英镑的改进,那只是其中一个项目,17个项目中的一个。我只是给你举个例子。
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it is effectively improving our products so that durability of the products we have reliability of our engines are very good we are making this1 billion Improvement and ponds actually that's one program one of the 17 I'm just giving you example right.
所以现在你是它的负责人,这是我的项目。现在我告诉你,Nicola,你在我们的转型中很重要,你和你的团队很重要。这非常能激发那些中层管理人员的积极性,因为我给了你一些东西,你很重要,然后你去和你的团队一起参与。当你去和你的团队交流时,你会说:“伙计们,这是我们可以在这次转型中做出的贡献。”这在大型组织中是非常令人满意的。
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so now you are the leader of it here is my program now I told you the following you matter Nicola in our transformation you and your team matter it is very engaging those people tend to be mid managers because mid live I gave you something you matter and go and engage this with your team when you go to your team you are saying guys here's what we can actually contribute in this transformation that is so satisfying in big.
如果我做的事情符合文化,我就让它顺其自然,因为文化会处理它。如果我做的事情与文化相悖,而我想改变文化,我就会非常持续地进行绩效管理,然后随着时间的推移,文化就会改变。
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organizations if I am doing something in line with the culture I let it go because culture will take care of it if I am doing something against the culture and I want to change the culture i performance manage very consistently then over time that changes the culture.
主持人:你觉得需要改变文化的哪一部分?
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what part of the culture did you need to change.
Tufan Erginbilgiç:我做出的最重要的文化改变之一是首席执行官(CEO)基于年度改进的判断,因为我希望人们思考战略进展。我们的加速交付与此有很大关系。我们可以谈论它,Nicola,但战略进展是其中之一。然后我们提出了四种行为,我们正在推广这些行为。
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what of the most important cultural change I made CEO judgment based on year on-year Improvement on that because I want people to think strategic progress and our accelerated delivery has a lot to do with this we can talk about it Nikolai but strategic progress is one then we came up with four behaviors that we are actually rolling out as we speak right.
让我告诉你:安全第一,我们可以谈论它;做正确的事情;然后是创造不同。我将记住,我把它保持简单。我们经常在公司中看到,你可能在英国石油公司(BP)也看到过,对吧?当你在一个组织中工作,其中一部分需要非常非常安全时,这种文化会蔓延到组织的其余部分。所以即使在不需要非常安全的地方,你也会建立非常安全的程序。
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let me tell safety first we can talk about it uh doing the right things yeah and then making a difference I'm going to remember I keep it simple what we see often in companies and you you probably saw that in BP too right when you work in a company where parts of the organization needs to be so super safe it spills into the rest of the organization so even places where you don't have to have to be super safe you build super safe procedures.
显然,我管理着具有高风险特征的业务。不用说,这些发动机必须正常运行,不能在中途停止。所以这对于你所做的一切都是至关重要的。
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obviously I manage business businesses with very highrisk profile yeah goes without saying that these engines need to take over and not stop me there right so it's it's imperative for everything you do absolutely.
转型速度与学习过程
主持人:当你实施这些时,与劳动力和工会合作情况如何?
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when you have been implementing this how is it to work with the labor force and the unions and so on.
Tufan Erginbilgiç:我告诉过你,有500人已经参与了战略制定。因此,我从来没有遇到过这样的问题:“哦,我有一个战略,现在我需要让组织参与进来。”我们已经协调一致了,更不用说这500人的智慧和经验实际上提升了战略的质量。但实际上,你已经协调一致了,每个人都知道。哦,我们做出了很多艰难的决定,所以工会参与,无论我们在这里做什么,都已经非常包容了,而不是那种“让我们在密室里做事情,然后再去让人们参与”的方式。不,不是那样的。
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I I talked to you about 500 people were already included in strategy development therefore I never had an issue oh I have a strategy now I need to engage the or organization we were already aligned not to mention that 500 people's brains and experience actually improve the strategy sort of quality of strategy but actually you are already aligned everybody knows oh we made lots of tough decisions so an Union engagement so that whatever we do here is pretty inclusive already rather than sort of let's do the things in dark room and and then let's go and engage people no not like that.
主持人:这进展得如此之快,令人难以置信,对吧?你现在上任一年零九个月了。你认为转型进展到什么程度了?
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it's incredible how fast uh this has gone right you're now one year and nine months into into your period here um how far are you on on the transformation you think from the sort of results you are.
Tufan Erginbilgiç:你说的完全正确,加速交付。我认为我们把交付前置了。今年有一天我在反思,因为成果交付,我们认为我们将实现的绩效改进量,与我做的另外两次转型完全相同。这让我思考:“等一下,非常不同的业务,非常不同的起点,不同的人等等,怎么会这样?”这是我反思后的结论:你将心态转变为战略进展,你有非常清晰的项目,我谈论过,由人们拥有,然后你以速度和强度推进。
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absolutely right accelerate delivery I think we frontend loaded the delivery one day this year I was reflecting on it because results delivery how much of it how much of the performance Improvement we thought we were going to deliver was identical to two other Transformations I did that made me sort of think hold on a minute very different businesses very different starting points different people etc etc how come here's my conclusion after that reflection you change the mindset to strategic progress you have very clear programs I talk about it owned by the people and then you go with pace and intensity.
主持人:你是从哪里学到的?是在英国石油公司(BP)学到的吗?
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who did you learn it from did you learn it at BP.
Tufan Erginbilgiç:我的学习过程有点不同,因为我还在学习。顺便说一句,在我加入美国埃克森美孚(ExxonMobil)之前,我在俄亥俄州立大学(Ohio State University)攻读博士学位时,我还在那里教书,并研究微观经济学和宏观经济学。所以我内心有这种学习的部分,在我的职业生涯中,无论我担任什么职位,简而言之,我至少会阅读三本关于它的书,然后你将其综合,这些显然是教科书,你将其综合,你实施它,你学到更多。
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my learning process sort of is a little bit sort of different because I'm still learning by way before I joined Mobile in the US after the school I was actually when I was doing PhD I was teaching in Ohio State University and doing research on uh micr and macroeconomics so I I had this learning part of me and when I through out my career I always whatever position I took to cut it short I read at least three books about it and then you you synthesize it those are textbooks obviously you synthesize it you implement it you learn more.
主持人:你从哪些最好的领导者那里学到了东西?
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who are the best leaders you have learned from.
Tufan Erginbilgiç:我不认为有一个我能明确说出的领导者,但对我来说,更像是自己完成拼图,而不是复制某个人。我说出我的想法,那种真实性不是关于复制,而是我自己的创造,但从每一次经历中学习。坦率地说,我还在学习。我实际上告诉团队,我学到了很多。我的意思是,真实性我认为是关键。如果你看那些精疲力尽的人,他们都是不真实的人,那些试图成为别人的人。
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I don't think there was one leader that I can actually say but a little bit of sort of me completing the puzzle for myself if you like rather other than copying one person I say what I think uh and and that authentic bit is not about copying it is me creating but learning from every occasion frankly I'm still learning I actually tell the team I learn a lot I mean authenticity I think is key if you we see the people who burn out are the people who are not authentic the people who try to be somebody else.
董事会的作用与CEO的挑战
主持人:非常非常重要。董事会在此过程中有多重要?
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very very important how important is the board in this process.
Tufan Erginbilgiç:哦,非常重要。来到这样一家公司并产生影响是非常特别的,这就是我在这里的原因。董事会扮演着重要角色,因为扭转局面不是通过渐进式行动发生的。当你采取非渐进式行动时,内部或外部并非所有人都高兴。顺便说一句,你谈到“燃烧的平台”等等,董事会应该准备好支持你的转型,因为你将做一些会带来巨大改变的事情,这意味着一开始并非所有人都喜欢。
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oh very important coming in and making an impact on a company like this is very special that's why I'm here ah in that board is a big role because turnarounds don't happen by incremental actions when you are making non-incremental actions not everybody's happy internally or externally by the way you talk about burning platform Etc board should be prepared to support you in the turnaround because you are going to be doing some of the things which will bring big change and that mean not everybody will like it at the beginning.
我实际上相信这是一次将惠及所有利益相关者的转型,但这不关我的事,它一开始如何与他们产生共鸣可能非常不同。
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I actually believe this is a transformation which will benefit all the stakeholders but it's not about me how it lands with them early on may be very different.
主持人:做CEO会感到孤独吗?
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is it lonely to be the CEO.
Tufan Erginbilgiç:是的,但我的意思是,这是工作的一部分,对吧?我的意思是,我就是这样看待它的。
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yeah but I mean it is part of the job right I mean that's how I see it.
主持人:你认为现在做首席运营官(COO)比五年前更难吗?普遍而言,在所有公司都是如此吗?
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do you think uh being the COO is tougher now than it was 5 years ago generally across companies.
Tufan Erginbilgiç:是的,可能吧。
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yeah probably because.
主持人:为什么?是什么让现在做首席运营官更难?
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why what what what is making it tougher to be the COO these days.
Tufan Erginbilgiç:所有利益相关者的理解,坦率地说,他们的意识多年来有所提高。所以当你运营一家公司时,你不仅要考虑员工和投资者,你还需要考虑所有利益相关者,而且不是以零和博弈的方式,你需要以一种方式去拥抱它。因此我早些时候说过,转型是全面的,这不是重组。顺便说一句,我将两者定义得非常不同,它将惠及所有利益相关者。
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all the stakeholders understanding frankly and their awareness improved over years so you need not only about sort of employees and investors when you are running a company you need to think about all the stakeholders and not in this sense of like zeros you need to embrace it in a way therefore I said it early on transformation is holistic this is not restructuring by the way M this is transformation I Define both of them very differently and it will benefit all the stakeholders.
世界正在迅速变化。我不确定过去是否变化得如此之快。如果我说我看到世界有两大趋势:能源转型和数字化转型。十年前,它们都没有达到现在的水平。但变化的速度是不同的,其影响不仅影响你的业务,还创造了多少机会,以及你将如何应对,这是一方面,另一方面是利益相关者的意识提高了。
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world is actually rapidly changing I'm not sure it was that rapidly changing in the past if I say two big trends I see in the world energy transition and digital transformation neither of them were at the level that they are right now 10 years ago but the speed of change is different and the impact not only impact on your business but how much opportunity they create also how you are going to is one and stakeholders awareness improved on the other hand so.
全球趋势与能源转型
主持人:那么能源转型和数字化对你最大的部门——民用航空部门——有何影响?
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uh the energy transition and the digitalization how does that impact your uh largest division the Civil Aerospace.
Tufan Erginbilgiç:未来20年,商用飞机领域的能源转型将主要围绕更高的效率,即燃油效率和100%SAF(Sustainable Aviation Fuel: 可持续航空燃料)兼容性。
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next 20 years on energy transition in commercial planes I should say will be about really more efficiency I fuel efficiency and 100% saf compatible that's sustainable aviation fuel right.
主持人:那是可持续航空燃料,对吧?
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that's sustainable aviation fuel.
Tufan Erginbilgiç:我们是唯一一家可以声称我们所有发动机都与100%可持续航空燃料兼容的公司。你可以,我知道法规现在不要求这样做,但它们已经准备好了。世界需要激励SAF,特别是我们所说的合成燃料。为什么?因为今天大多数人谈论的SAF是生物基的,但它的量不足以使整个航空业脱碳。因此,我们需要激励合成燃料。
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we are the only company actually can say all of our engines compatible with 100% sustainable Aviation field you can I know regulations don't do that don't require it right now but they are ready world needs to incentivize saaf especially what I call synthetic fuels why because today saf most of the people are talking about is biobased but there isn't enough of it to decarbonize the whole aviation industry therefore we need to incentivize synthetic fuel.
即从绿色氢气(Green Hydrogen)出发,通过转化技术,有效地转化为SAF。
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I from Green hydrogen you go to with a conversion technology you go to effectively saf.
主持人:这种转型进展有多快?
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how fast is this transition going.
Tufan Erginbilgiç:目前进展不快,因为它需要激励。我的意思是,现实是这些技术,顾名思义,尤其是在早期,成本更高。即使是生物燃料也更贵,正如你所知,许多航空公司因此,除非强制要求,否则它们不会使用,因为它会给它们带来竞争劣势。合成燃料甚至更贵一些,但它的好处是你可以扩大规模。所以我不确定如果没有政策支持,它们是否会显著扩大规模。因此,我提到了政策支持。
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not very fast right now because it needs to be incentivized I mean reality is these Technologies by definition especially early on more expensive even biofuels is more expensive as you know many airlines therefore unless it is mandated it it they don't use it because it creates competitive disadvantage for them right and synthetic fuels is even a little bit more expensive uh but the benefit of it you can scale up so I'm not sure without policy support they will actually scale up significantly hence my point about policy support.
主持人:谈到另一个变化,你对窄体飞机市场有什么计划?
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talking about another change here what what are your plans for the narrow body Market.
Tufan Erginbilgiç:首先,这个市场是一个有趣的市场,显然非常庞大。它正在快速增长,宽体飞机也在增长。但在去年的战略演示中,我们称之为CMD,我谈到了我们希望通过伙伴关系参与。我们相信我们能带来什么?
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first of all that market is an interesting Market obviously huge right it is Big growing white body is also growing but here are two things in strategy presentation last year in we called it CMD effectively I call talk about we want to participate with with a partnership why do we believe what are we bringing to the table so.
首先,下一代发动机将更省油,并与SAF兼容。Ultrafan(劳斯莱斯正在开发的新一代航空发动机)正是如此,这是你们的技术。
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thing about first of of all Next Generation uh engine will be more fuel efficient and saf compatible as I said ultrafan is exactly that which is your technology.
主持人:这是你们的技术。
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this is our technology.
Tufan Erginbilgiç:这是我们正在开发的技术。它比现有最高效的发动机效率高10%,我们相信通过它以及在整个飞机上可以做到的,你可以将这个10%提升到15%,这是非常显著的,而且它100%与SAF兼容。这是第一点。
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that we are working on uh it is it is 10% more efficient than the most efficient engine is out there and we believe with that and what you can do in the whole air aircraft new aircraft you can take that 10% to 15% which is significant and it is 100% saf compatible so that's one thing.
第二点是我们的知识产权(IPs)。这是一个齿轮结构。Nicola,我认为在行业中对此没有任何争议,下一代发动机将是齿轮驱动的,因为这种效率要求。我们的知识产权以及它们的持续时间使我们处于非常有利的地位。第三点是,我们在这个领域确实拥有一些受人尊敬的能力。
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second thing is are IPS on it this is a geared structure and one thing Nikolai I don't think there's any controversy around that in the industry next generation will be geared dine because of this efficiency requirement if you like and our IPS and how long they are are position us positions us really well and then the third thing is we really have some capability in this space that respected by others.
所以这三点,我相信我们能带来。
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so those three things we I believe we bring us to the table.
主持人:谈到竞争,我们现在看到波音(Boeing)在质量方面挣扎,空客(Airbus)在生产足够数量方面挣扎。我们什么时候能看到第三个可靠的竞争者出现?
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talking about the table so we are now seeing boing struggling with quality we are seeing Airbus uh kind of struggling with producing enough volumes when will we have a third credible player here.
Tufan Erginbilgiç:可能需要一段时间。
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it may take a while uh but.
主持人:你认为会是谁?
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and who is it going to be you think.
Tufan Erginbilgiç:我的意思是,正如你所知,中国商飞(COMAC)正在努力。
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I mean comak is working on it as you know that's a Chinese company.
主持人:那是一家中国公司,是的。你认为他们什么时候能造出好飞机?
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yes Chinese company uh when do you think they'll have a good plane.
Tufan Erginbilgiç:我的意思是,正如你所知,他们已经有了窄体飞机,他们已经有了一架带有通用电气(GE)发动机的窄体飞机,那已经投入使用了,他们正在扩大规模。所以从某种意义上说,他们已经进入市场了。
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I mean they already have narrow body as you know they have a plane and narrow body uh today with G engine so that is already out there and they are scaling up so in a way they are already in the market uh in that sense.
小型模块化反应堆(SMRs)与核能未来
主持人:你们是小型模块化反应堆(SMRs: Small Modular Reactors,一种新型核反应堆,体积小、可模块化生产、建设周期短)领域的领先公司之一,这是一种新型的核能获取方式。你认为这会带来什么?
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you are one of the leading companies in small modular reactors yes which is kind of a new way to harvest the nuclear yeah Power what what do you think this could be.
Tufan Erginbilgiç:如果世界,特别是欧洲,真正真诚地对待净零排放,因为美国有其他一些选择,那么没有核能是行不通的。这很简单。这不是关于我的意见与另一位专家的意见,如果你相信数学,你就必须相信这一点。
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if world is genuinely sincere about net Z especially Europe because us has few other options M doesn't work without nuclear that's simple this is not about my opinion versus another expert if you believe in mathematics you have to believe that okay.
所以欧洲需要拥抱核能。然后你有两个选择:大型或小型。我们都知道大型核电站的优点和缺点,因为世界在这方面有好的、坏的和丑陋的经验。
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so therefore Europe needs to embrace nuclear then you have two choices big or small big or small oh we know all all the advantages and disadvantages of the big because world has good good bad and ugly experience with that.
主持人:这里的优势是什么?
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what is the advantage here.
Tufan Erginbilgiç:首先是成本和工期风险。它很小,你可以稀释风险。但这并非全部,它85%是制造过程。所以它不是一个大型EPC项目(Engineering, Procurement, Construction: 工程、采购、施工,指大型工程项目)。大型核电站每次都从零开始。你如何大规模生产它们?85%是边际生产的,你像许多制造业的学习过程一样学习。
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first of all this cost and derion risk it is small you dilute but it's not all this is 85% of it manufacturing process so it is not a big EPC project big nuclear plants every time you start from zero how you want to mass produce them 85% marginally you produce and you learn like many manufacturing learning process.
主持人:那么为什么它在财务上风险如此之高?为什么人们对建造这些的成本如此不确定?
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so why is it so uh financially risky why are people so uncertain about the cost of making these I mean it financially they are much less risky than the big plant but new.
Tufan Erginbilgiç:我的意思是,在财务上,它们的风险远低于大型电厂。但新技术,它不是新技术,因为我们在英国潜艇领域已经使用这项技术60年了。但商业化新技术,早期的计划总是充满风险的。
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I mean it financially they are much less risky than the big plant but new technology it's not new technology in this s that we have been doing this technology 60 years in UK submarines but commercializing new technology early early plans are always risky.
主持人:你认为你们的第一个核电站什么时候能投入运行?
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so when will you have your first PL up and running you think you.
Tufan Erginbilgiç:当我们希望从英国政府(GBN)和其他几个国家获得订单时,我们正在与他们合作。我希望明年如果订单到来,那么坦率地说,你需要建立供应链等等,然后大概在2030-2031年左右。
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when we have the hopefully orders from uh gbn and few other countries we are working with uh I am hoping next year if orders come then frankly you need to build the supply chain Etc then 2030 2031 around that.
主持人:与比尔·盖茨(Bill Gates)支持的TerraPower等公司相比,你们在技术方面处于什么位置?
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where are you technology wise compared to let's say the The Venture which is backed by Bill Gates.
Tufan Erginbilgiç:我认为我们的技术最先进,尤其是在欧洲。这不是我说的,有一个监管过程,它是一个三阶段过程,它评估你的技术,然后你获得批准,即你拥有可行的技术并且可以安全部署。我们是唯一一家实际上处于第二阶段的公司。
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so I think ours is most Advance especially in Europe This is not me talking there is a regulatory process which says three-phase process right which actually assesses your technology and then you get the sort of approval I.E you have viable technology and safe to deploy we are the only company actually a effectively in phase two.
主持人:在你看来,这是一种无需思考的技术,可以用于欧洲的供应安全和净零排放吗?
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so in in your mind is this like a no-brainer type of technology to take in use for Supply security and Net Zero for Europe.
Tufan Erginbilgiç:是的,特别是对欧洲而言,对对对,因为欧洲没有太多选择。
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yes especially for Europe right right right because Europe doesn't have many choices.
国防业务与个人动力
主持人:国防。我们不谈论地缘政治,但世界变化如何影响你运营国防业务的方式?
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defense we are not going to talk about geopolitics but how is the world CH changing the way you run your defense business.
Tufan Erginbilgiç:我们不生产武器,所以人们对此有误解。他们认为我们的业绩良好是因为乌克兰战争等等。乌克兰战争根本没有影响我们的国防业务。所以存在误解。我们国防业务的改进到目前为止都是内在业绩的改进。如果你看我们所谓的中期目标,即2027年的目标,它将主要关于业务内在业绩的改进。
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we are not in weapons production so people have misunderstanding that they now our performance is good people think ah it is Ukraine more and so on it has nothing to do Ur engines Ukraine more didn't impact at all our defense business right we so therefore there is a misunderstanding our defense business Improvement so far is all underlying performance Improvement if you look at what we call midterm i 27 targets it's going to be mostly about underlying performance Improvement in the business.
在那之后,我们有大型项目,比如B52轰炸机、美国“Flora”项目和“AUKUS”潜艇项目。这些都即将到来。由于我们迄今为止赢得的合同,我们有显著的增长,但这与乌克兰战争等无关。
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after that we have big programs like B52 uh Flora program in the US and gap program and and obviously submarine iocus growth here they are all coming we have significant growth coming because of the Winds we had so far but it has nothing to do with Ukraine war and so on.
主持人:是什么在驱动你?
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what's driving you.
Tufan Erginbilgiç:有很多事情。我谈到来到这里并创造遗产。我的意思是,很多转型、战略目标,显然你都想实现等等。
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it's lots of things I talk about coming here and creating a legacy I mean lot transformation strategic goals all obviously you want to achieve and so on so forth.
主持人:你的驱动力是什么?是什么让你早上早起,晚上工作到很晚?
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what's your driving force what makes you wake up early in the morning what makes you work late at night.
Tufan Erginbilgiç:我致力于创造不同。当我接受一份工作时,我将其视为——我显然不是从首席执行官开始职业生涯的——无论我做什么工作,我总是告诉自己:他们选择了我,我需要做出别人无法做出的改变。
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I'm about making a difference when I took a job I seen that as a I I wasn't obviously CEO to start the career I I whatever job I always told the following they pick me I need to make a difference that nobody else can.
主持人:那么这如何体现出来呢?因为否则他们可以找别人。如果我只是和下一个人一样好,那又如何呢?你实际上工作了多少时间?
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so how how does that show up right because otherwise they could have put somebody else if if I'm as good as the next guy how much do you work actually.
Tufan Erginbilgiç:我应该说,Nicola,我并不更聪明。我过去工作的时间可能太多了,但我现在管理得更好了。
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I I'm not smarter I should say Nikolai how much I used to work probably was too much but I actually manag it better right now.
主持人:你是怎么做到的?
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how do you do that.
Tufan Erginbilgiç:这是优先级排序。我动态地进行优先级排序,并鼓励我的团队也动态地进行优先级排序。
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uh it's prioritization I dynamically prioritize and encourage my team dynamically prioritized.
主持人:你如何放松?
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how do you relax.
Tufan Erginbilgiç:我每天早上都去健身房。我每个周末都需要打竞技网球,所以我周六周日会打,有时晚上也会打,但不是每次。
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I go to gym every morning I need to play competitive tennis every weekend so I I do that uh sort of Saturday Sunday and sometimes nights sort of but not every time.
主持人:你读什么书?
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what do you read.
Tufan Erginbilgiç:我最近在读历史书。我读人工智能(AI)和历史书,因为我想提高自己。
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uh I read history books these days I read Ai and history books because I I want to improve myself Frank.
主持人:你对历史的哪一部分着迷?
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and what part of History are you fascinated by.
Tufan Erginbilgiç:安德拉·马尔(Andra Mar)的《世界史》(History of the World)。我喜欢他的风格。我还读了他的《现代英国史》(History of Modern Britain)。
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History of the World by Andra Mar I actually like his style I read the history of modern Britain by him again.
主持人:艺术和文化在你的生活中重要吗?
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is art and culture important in your life culture is.
Tufan Erginbilgiç:文化绝对非常重要。我不是那种艺术型的人,但显然,考虑到我住过这么多国家,这让我思考文化。因为当你生活在——我最初的11年里换了八个国家。Nicola,这不是刻意设计的,它就是发生了。
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definitely very important uh I'm not that artsy sort of guy but obviously given how many countries I lived in that made me think about cultures because when you live my first 11 years I changed eight countries M it wasn't by Design Nikolai it happened.
主持人:谈到年轻时代,你对年轻人有什么建议?
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talking about young age what is your advice to young people.
Tufan Erginbilgiç:如果我能说三件事:第一是学习。实际上,它是为了提高你自己的价值,如果这有道理的话,你作为个体的价值,然后金钱和职业发展就会随之而来。我实际上拒绝了一次大晋升,接受了一次平级调动,这是一个真实的故事,因为我的观点是,这会让我以后更有效率。
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three things if I can say one thing is is learning actually it is learning to improve your own value if it makes sense your value as an individual then money and career progression will come I actually rejected this is true story big promotion accepted a horizontal move because my view was actually that is going to make me more effective later on.
所以第一件事是学习。他们需要思考他们如何学习。人们学习方式不同,无论哪种方式对他们有效,我不是说只有一种方式,但他们应该专注于自己,并成为一个更有价值的个体。
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so one thing is learning they need to think about how they learn people learn differently whatever works for them I'm not saying there is one way but they should focus on themselves and making a higher value individual.
第二,信念的力量。我告诉人们,你有没有在不相信的情况下实现过任何困难的事情?但我谈论的人,你需要相信非凡。我相信非凡,但如果没有深刻的信念认为这是可能的,它就不会发生。
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number two power of belief I tell people did you achieve anything difficult that you didn't believe in but people that I talk about you need to believe in extraordinary I believe in extraordinary but it doesn't happen without the Deep belief it is possible.
主持人:但这与乐观主义和妄想性乐观主义有关吗?
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but is this has this got to do with optimism and delusional optimism.
Tufan Erginbilgiç:顺便说一句,我不是一个乐观主义者,对吧?这是性格问题。我首先会关注哪里出了问题,而不是哪里做得好。
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I'm not an optimist by the way right it's character I would go to what's not working rather than what is working first okay.
主持人:好的,这有时会给我工作的组织带来一些挑战。那么第三点是什么?
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which gives me some recognition challenge sometimes with the organization that I work on okay but and what's the third point.
Tufan Erginbilgiç:是激情。无论他们打算做什么,他们都应该全身心投入。有时人们会犹豫不决,“嗯,这风险很高。”带着你的激情,全身心投入,然后你就能让事情发生。
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it is Passion whatever they are intending to do they should go in with two feet in sometimes people hedge themselves um this is high risk go with your passion go with two feet in then you can make things happen.
主持人:嗯哼。你显然已经全身心投入到这次转型中。你仍然屹立不倒,看起来非常好。而且听了你如何优先排序,我们很高兴你动态地优先排序了这些播客。非常感谢。
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mhm do uh you clearly have gone with both your feet into this turnaround situation uh you're still standing it looks uh really good and also having heard how you uh prioritize we are really pleased that you have dynamically prioritized these podcasts big thank you okay thank you ni.
Tufan Erginbilgiç:好的,谢谢你。
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okay thank you ni.
📌 文中提及的人物和组织
人物: Nicola Tangan, Bill Gates
公司/组织: Norges Bank Investment Management, Boeing, Airbus, COMAC, GE, BP, ExxonMobil