Tag Archives: 徐緣

LeBron James回歸騎士的一流聲明

2014-7-13 21:09:52

在Facebook看到喬靖夫兄分享籃壇超級新聞:LeBron James宣佈重返克里夫蘭騎士隊,並在留言中貼上這位「帝王」在Sports Illustrated所發表的聲明,附上一句Comment:「就呢篇聲明,徐緣大把嘢寫了。」

我曾幾何時是NBA迷,不過現在太忙已沒時間追看,對上還稱得上緊貼NBA動態之時,已經要數到Chicago Bulls鐵三角Michael Jordan、Scottie Pippen、Dennis Rodman的年代,那時他們的死敵之一,是Utah Jazz的John Stockton與Karl Malone。還記得那時非常討厭這對猶他組合,原因只有一個字:「悶」。我認,我是一個膚淺的NBA觀眾,當年這對拍檔只靠一招Pick-and-Roll與籃球之神Jordan抗衡,大眾稱讚他們實而不華。我當時的憤青思維是:「不華?我睇NBA就係要睇人有幾「華」吖嘛,全世界只有NBA啲人打波可以打到飛嚟飛去,我睇NBA就係要睇啲我做唔到嘅動作吖嘛,睇「不華」我去修頓啦 ?」

由於自知NBA觀賞品味只停留在「有冇飛嚟飛去」的口腔期階段,加上對現時的NBA所知有限,實不敢對NBA之事說三道四,但見到喬兄點名話「徐緣大把嘢寫」,我知道那篇聲明非同小可,一讀之下,嘆為觀止,認為是公關聲明的極佳範例,實在忍不住跟大家分享,說說我的讀後感。喬兄或其他NBA迷如有補充,還望多多提點。

為方便非NBA迷賞析這篇聲明,先要交代一些簡單背景。LeBron James是當今NBA最紅球星,在高中時代已被選為「高中籃球先生」,在2003年的NBA選秀會上,以第一輪第一順位被自己家鄉俄亥俄州的騎士隊Cleveland Cavaliers選中,成為史上最年輕的選秀狀元。甫進NBA,便憑其無出其右的技術成為焦點,被美譽為「帝王」。但在名聲如日方中之際,於2010年透過ESPN舉辦的全國直播特別節目「The Decision」,宣布離開效力多年的母會,與熱火隊Miami Heat簽約。此舉引來騎士隊球迷的極度不滿,騎士隊老闆Dan Gilbert在盛怒之下,發佈了一封用詞甚狠的公開信,形容LeBron James的轉會為「cowardly betrayal」,且嚴厲批評他在電視的離隊宣言:「This was announced with a several-day, narcissistic, self-promotional build-up culminating with a national TV special of his “decision” unlike anything ever “witnessed” in the history of sports and probably the history of entertainment.」

雖然LeBron James在熱火的4年內成功助球隊贏得兩次NBA總冠軍,但個人形象一直受那次公關處理失當的轉會事件影響,他在多次訪問中都有提及,以往萬千寵愛在一身,卻突然要面對球迷的喪Boo柴台,心理上不易適應。是故今次重返母會騎士,LeBron James明顯就如何公佈有公關的考慮,而今次他找來著名運動雜誌Sport Illustrated(SI)以獨家報導形式宣佈,並借SI Senior Writer Lee Jenkins之手潤筆,寫成了一篇我認為相當出色的公關聲明。以下跟分享全篇原文,一起借這篇範文學習學習。

LeBron: I’m coming back to Cleveland (BY LEBRON JAMES (AS TOLD TO LEE JENKINS)

Before anyone ever cared where I would play basketball, I was a kid from Northeast Ohio. It’s where I walked. It’s where I ran. It’s where I cried. It’s where I bled. It holds a special place in my heart. People there have seen me grow up. I sometimes feel like I’m their son. Their passion can be overwhelming. But it drives me. I want to give them hope when I can. I want to inspire them when I can. My relationship with Northeast Ohio is bigger than basketball. I didn’t realize that four years ago. I do now.

Sport Illustrated的Managing Editor Chris Stone就此聲明被訪時提到,整篇文章的重點並不在於公佈決定,而是要清楚解釋LeBron James重返母會之因,這是「帝王」把整件事交給Lee Jenkins的寄望,其中當然有公關形象洗底的考量。Jenkins的手法,是將整篇聲明加入強烈的個人情感,讓LeBron James有血有肉的一面展示人前。

聲明之開首,LeBron James訴以鄉情,明明是一篇轉會聲明,但開宗明義叫大家先不要關心轉會一事,讓他娓娓道出在俄亥俄州的成長故事,指出自己對家鄉的情感,大於對籃球的熱愛,而這是轉會熱火四年之後,今天的真摯感受。

Remember when I was sitting up there at the Boys & Girls Club in 2010? I was thinking, This is really tough. I could feel it. I was leaving something I had spent a long time creating. If I had to do it all over again, I’d obviously do things differently, but I’d still have left. Miami, for me, has been almost like college for other kids. These past four years helped raise me into who I am. I became a better player and a better man. I learned from a franchise that had been where I wanted to go. I will always think of Miami as my second home. Without the experiences I had there, I wouldn’t be able to do what I’m doing today.

I went to Miami because of D-Wade and CB. We made sacrifices to keep UD. I loved becoming a big bro to Rio. I believed we could do something magical if we came together. And that’s exactly what we did! The hardest thing to leave is what I built with those guys. I’ve talked to some of them and will talk to others. Nothing will ever change what we accomplished. We are brothers for life.  I also want to thank Micky Arison and Pat Riley for giving me an amazing four years.

將過去被視為背叛的轉投熱火,比喻為離鄉讀「College」 ,讓自己有機會再作成長,是精彩的PR Spin。LeBron James高中畢業便直接投身NBA,正是欠缺專上教育體驗,把效力熱火的四年,塑造成小子遠行就讀了一個社會大學課程,是為所謂的「背叛」,套上了一張漂亮的包裝紙。LeBron James亦不忘感謝及讚揚熱火老闆、教練與隊友,形容Miami為Second Home,這是感恩的表現。

I’m doing this essay because I want an opportunity to explain myself uninterrupted. I don’t want anyone thinking: He and Erik Spoelstra didn’t get along. … He and Riles didn’t get along. … The Heat couldn’t put the right team together. That’s absolutely not true.

I’m not having a press conference or a party. After this, it’s time to get to work.

這是回應上次備受詬病的電視直播節目「The Decision」,加上LeBron James口才不算了得,文字聲明正好彌補這方面的缺失,既能給人正式認真的感覺,亦可避免在電視前緊張而錯說了話,讓人清晰明白自己的想法。

When I left Cleveland, I was on a mission. I was seeking championships, and we won two. But Miami already knew that feeling. Our city hasn’t had that feeling in a long, long, long time. My goal is still to win as many titles as possible, no question. But what’s most important for me is bringing one trophy back to Northeast Ohio.

I always believed that I’d return to Cleveland and finish my career there. I just didn’t know when. After the season, free agency wasn’t even a thought. But I have two boys and my wife, Savannah, is pregnant with a girl. I started thinking about what it would be like to raise my family in my hometown. I looked at other teams, but I wasn’t going to leave Miami for anywhere except Cleveland. The more time passed, the more it felt right. This is what makes me happy.

把重返母會的決定,加入考慮家人這一點,讓公眾明白LeBron James是一位偉大球員的同時,亦是一位偉大爸爸。

To make the move I needed the support of my wife and my mom, who can be very tough. The letter from Dan Gilbert, the booing of the Cleveland fans, the jerseys being burned — seeing all that was hard for them. My emotions were more mixed. It was easy to say, “OK, I don’t want to deal with these people ever again.” But then you think about the other side. What if I were a kid who looked up to an athlete, and that athlete made me want to do better in my own life, and then he left? How would I react? I’ve met with Dan, face-to-face, man-to-man. We’ve talked it out. Everybody makes mistakes. I’ve made mistakes as well. Who am I to hold a grudge?

這段回應了Dan Gilbert的狠罵公開信,以及過去幾年所遭受的指罵與冷眼。LeBron James坦誠承認錯誤,剖白自己易地而處,也會有同樣感受。台灣施明德有一金句:「示弱是強者的美德。」強人死撐,反惹更多攻擊,示弱認錯,卻能引來同情,而強者認錯的反差,更可引發更大的體諒。LeBron James 清楚明白美國作家James A. Owen 所講的道理:「Admitting your faults isn’t a weakness — it’s a strength. Having your weaknesses pointed out isn’t a slur on your character — it’s an opportunity to improve your life.」

I’m not promising a championship. I know how hard that is to deliver. We’re not ready right now. No way. Of course, I want to win next year, but I’m realistic. It will be a long process, much longer than it was in 2010. My patience will get tested. I know that. I’m going into a situation with a young team and a new coach. I will be the old head. But I get a thrill out of bringing a group together and helping them reach a place they didn’t know they could go. I see myself as a mentor now and I’m excited to lead some of these talented young guys. I think I can help Kyrie Irving become one of the best point guards in our league. I think I can help elevate Tristan Thompson and Dion Waiters. And I can’t wait to reunite with Anderson Varejao, one of my favorite teammates.

LeBron James以往囂屎寸嘴,轉會熱火時曾豪言「he wasn’t there to win one, or two, or three, or four, or five, or six, or seven championships.」,但今次則盡顯謙卑,強調自己「Not Promising a championship」,這是從上次所學乖的經驗。

But this is not about the roster or the organization. I feel my calling here goes above basketball. I have a responsibility to lead, in more ways than one, and I take that very seriously. My presence can make a difference in Miami, but I think it can mean more where I’m from. I want kids in Northeast Ohio, like the hundreds of Akron third-graders I sponsor through my foundation, to realize that there’s no better place to grow up. Maybe some of them will come home after college and start a family or open a business. That would make me smile. Our community, which has struggled so much, needs all the talent it can get.

全文以「Lead」這一概念作為核心總結,不單是指領導隊伍爭取冠軍,也可以引伸為帶領俄亥俄州邁向進步,並以自己作為本地年青人的榜樣。

In Northeast Ohio, nothing is given. Everything is earned. You work for what you have.

I’m ready to accept the challenge. I’m coming home.

簡單一句「I’m coming home.」,包含著理想與情感,是完美的結語。
這段聲明在網上被火熱瘋傳,Twitter Post在短時間有過百萬點擊,網上反應正面,一般都視 LeBron James今次是由Bad Guy從良Good Guy。從Marketing角度思考,我認為Good Guy形象的商業價值較大,Sports Marketing Analyst Bob Dorfman估計,LeBron James的重返能為騎士隊價值提高5,000萬美元,而他個人也可多賺每年500萬美元的廣告代言及授權得益。

這篇聲明,不單是優質公關範文,也是一張為LeBron James品牌資產增值的大支票。一個偉大的運動員,不只需要強勁的球技,還需要一個強勁的文膽。

Source:
http://www.si.com/nba/2014/07/11/lebron-james-cleveland-cavaliers

http://zh.wikipedia.org/zh-tw/%E5%8B%92%E5%B8%83%E6%9C%97%C2%B7%E8%A9%B9%E5%A7%86%E6%96%AF

http://www.cleveland.com/cavs/index.ssf/2010/07/gilberts_letter_to_fans_james.html

http://www.adweek.com/news/press/fast-chat-sports-illustrated-managing-editor-chris-stone-158887

http://www.nytimes.com/2014/07/12/sports/basketball/lebron-james-to-return-to-cleveland-cavaliers-leaving-miami-heat.html?_r=1

http://www.adweek.com/news/advertising-branding/lebrons-brand-shifts-good-guy-and-cash-windfall-awaits-158879

http://espn.go.com/nba/truehoop/miamiheat/story/_/id/7322299/lebron-james-miami-heat-says-done-villain-role

http://www.cleveland.com/cavs/index.ssf/2014/07/how_sis_lee_jenkins_got_the_bi.html

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為何電腦出錯叫「Bug」?

徐緣

2014-7-25 23:12:05

最近日本有一間名為Magnus Ferreus的廠商,公佈研發了一本「催淚筆記簿」,以「Onion Note」命名。這本筆記簿的每一張紙,均經真實洋蔥裡刺激淚腺的主要物質allyl propyl compounds處理過,在書寫筆記之時,筆與紙磨擦所產生的熱能,會令該化合物蒸發,釋放出催淚氣體。

這過癮產品在日本還推出了兩個電視廣告,由一男一女各擔主角,廣告一開始影著他們在Onion Note上書寫,寫了一兩個字便開始啜泣,眼淚滴在筆記簿上。當大家以為他們在寫什麼感人的情書或遺書,最後開估出人意表,一個寫「NY is a big city.」,另一個寫日文,意思是「雪櫃裡有布甸」。

這些催淚紙張,很適合用於反佔中簽名上,能讓那些簽完又簽、簽完又簽的自由行流動反佔中簽名人偶,在簽字時滲出一點激情的淚水。

那個洋蔥筆記本的廣告沒有公佈產品訂價及供貨日期,我發覺有點可疑。上網Search一下Magnus Ferreus這間公司,搜到magnusferreus.com網頁並在當中找到Onion Note,再看詳細介紹,真相大白,這是一個Microsoft的廣告。

産品介紹頁面onionnote.com連結到Magnus Ferreus CEO Tomas Parker的一條短片,他先介紹 Onion Note這個革命性產品,能讓用戶體驗如同洋蔥刺激落淚般的戲劇情境。但突然話峰一轉,拿出Microsoft新推出的平版電腦Surface Pro 3,並大讚Pro 3的表面平滑得猶如剝了皮的洋蔥,配合跟機的書寫筆使用,會有很實在的寫字觸覺,像書寫在Onion Note上一樣感動。那名西人CEO說到尾段,在使用Pro 3時真的感動到哭了出來,其實此時演技如何浮誇已不再重要,因為大家都應該意會到這是Microsoft的另類推廣手法。

用一本不存在的洋蔥筆記本作為煙幕及藥引,Microsoft這個廣告做得有趣,令人會心微笑。那個Magnus Ferreus公司假網頁也做得用心,當中開首的圖片, 放了一段文字:「If it’s a good idea, go ahead and do it. It’s much easier to apologize than it is to get permission.   Murray Hopper」這句金句,比那本Onion Note更觸動我。

Google一下金句原作者,原來是世界最早一批電腦程式設計師,並被譽為高級商用電腦程式語言COBOL之母的美國人Grace Murray Hopper。

Grace是電腦史上的傳奇女子,她於1944年成為美國第一部大尺度自動數位電腦Harvard Mark I的專職程式設計師,Grace當年為了節省硬體成本,選擇以6位數字(年、月、日各兩位)來儲存時間,此做法由其他程式語言及作業系統一直繼襲,促成日後的Y2K危機。

Grace於1947年負責處理新一代的Harvard Mark II電腦,期間電腦出現故障,當整個團隊都找不出當中原委之際,她發現原來是一隻飛蛾意外飛入了一臺電腦內部而引起故障。謎題解破後,負責團隊在日記本記錄事件, 自此電腦中的隱藏錯誤,均稱之謂「Bug(蟲子)」,而更正電腦程式出錯,叫做「Debug」。以下這個日記本的遺稿,正存放於華盛頓的美國歷史國家博物館中。

Grace在1950年被委託開發美國史上第二臺商用電腦UNIVAC I (UNIVersal Automatic Computer I)。UNIVAC I原本的設計目的,是用作單純數值運算,但Grace 發現這台電腦更大的潛能,認為可以用作開發程式,在沒有得到公司高層的許可下,她開始自行開發編譯器,成就了世界首個電腦編譯器「A-0 System」之誕生。

Grace的金句:「If it’s a good idea, go ahead and do it. It’s much easier to apologize than it is to get permission.」,就是以此事為背景。

在一間大企業工作,希望推動一些新酋,Approval關卡可以多得驚人,往往好事多磨,更經常磨到好事變成壞事,甚或好事磨到成不了事。Grace這金句鼓勵,可能會累人被炒,但確然要有她的這種氣魄,才能有望在一所官僚主義至上的機構成就一件好事。

這句話說易行難,被炒風險系數奇高,與其親身實踐,我寧願選擇不在一間官僚主義至上的機構打工。

 

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葉朗程與莊偉忠的成功7C

徐緣

2014-7-24 10:56:19

Juicy寫作之霸葉朗程今周寫了一篇勉勵學子之作《五星星》,由早前「撩鬼攞命」的情挑王迪詩,轉為分享商界生存之道的3個C。葉兄認為投身社會,能夠在Connection、Courage、Common Sense三科考取五星星,便能稱霸中環。說到稱霸未免有點誇張,但我認同這三點在商場的重要性。

在商界打滾Connection不可或缺,尤其在IFC張智霖的私人銀行世界,人脈的質與量與生意有直接關係,而除了帶來金錢外,Connection亦可幫助獲取資訊。在競爭激烈而資訊不對稱的商場,情報往往是致勝關鍵。

Courage亦是從商根本,商業世界交織著冒險背後的成功與失敗,但要𧗠生任何生意機會,總要有踏出第一步嘗試的勇氣。勇敢是Taking Calculated Risk,不少年青人的莽撞與不知天高地厚,與Courage有本質上的分別。我年輕時也低能地傲慢,以為自己「乜都敢講」是勇敢表現。記得第一份工跟上司高層們同枱食飯,期間一位主管風花說月時提到中國古時有「血汗寶馬」,我馬上更正:「係汗血寶馬。」話題稍稍一轉,聽到另有高層說了句「身同感受」,我連送到口邊的西蘭花也要立即放下,成語動畫廊熊貓博士上身:「係感同身受。」我上司笑笑口跟我說:「你今晚好乞人憎。」那一刻,我明白到勇敢與「唔識死」的分別,因為我感受到上司笑意內藏的那把刀,像粵語殘片畫面般緩緩升起。

Common Sense在商場最為重要,而成績與常識沒有必然關係。莘莘學子考試未如理想不用氣餒,因為常識才是在社會立足的關鍵科目,在此分享幾個高分低能的例子。朋友A在公司曾叫一位暑期工大學生,幫忙用碎紙機碎掉一疊A3紙,搞了一分鐘大學生宣布投降:「Sorry唔得,部機太細,只能夠碎A4紙。」我朋友不是善男信女,笑笑口說:「你摺埋吧啦。」「吓!?」「我意思係你將張A3紙對摺啫。」常識笑話多如繁星,可以寫滿很多張能夠對摺的A3紙。我跟年青人說起偶像李天命,他們問我是否喜歡研究風水命理,我滴了一滴汗:「嗰個係楊天命。」。我聽過的最激例子,是朋友B跟大學生說甘乃威,他們以為是甘迺迪。朋友B個性豁達,觀點包容:「兩個都係民主黨,係容易混淆啲嘅。」

在香港著名設計師盧永強的Facebook上,看到另一單Common Sense笑料。他一位朋友在大陸的顧問公司,以書法為設計概念幫客戶做包裝提案。「這字太難看了,誰寫的?」客戶問。「王羲之… 」朋友答。

客戶繼而爆出足金金句:「… 這個產品很重要,花錢找個貴點的寫。」

提起商場成功學,剛剛在書展中聽到一田百貨CEO莊偉忠先生的分享,巧合地他也用了4個C綜合出在商界的致勝心得,正好與葉朗程的3C相互補足。

莊生認為在商界的成功,關鍵是能否把握瞬閃即逝的機會,而這把握力取決於每人的個人修養與自學能力(Cultivation),同時透過持續進修,增強自信(Confidence)。莊偉忠讀書不佳,是考試制度的成敗者,但閱書無數,由中二至今看了二千本書,從閱讀提煉出修養與自信。另一重點是溝通能力(Communication),莊偉忠叫大家自問:「你能夠與一個黑人溝通嗎?你能夠與一個讀書比你少的人溝通嗎?」在商場中不能選擇與自己共事的同僚與對手,我們要學習如何跟不同類型的人溝通。最後是創意(Creativity),這可以引申為兩種重要能力- 創意解決問題的能力,及創新創作的能力。

以上所提及的7個C都很有道理,但對經歷DSE挫敗的學子們我怕還是陳義太高。我業餘在中大教書,也有很多機會接觸年輕人,讓我提出一個可以好好掌握的C,這個C,我認為比上面7C更為基本。

我在大學任教Marketing,每次課程都要求學生做一個Project,為一個自選品牌做Marketing Plan,同學們大多為選什麼品牌苦惱,我的建議是,找一個你感興趣的產品吧,作為用家或Fans愛好者,會較易想出Marketing建議。有次一位男同學問我相同問題,我作出例牌回應:「那不如你先話我聽你鍾意乜嘢?」那個男仔呆了足足15 秒。「吓?你真係冇嘢鍾意?運動呢?波鞋呢?旅行呢?打機呢?樣樣都有相關品牌嫁,諗吓。」隔了另外15秒Dead Air,我出絕招:「女?鍾意女都得,可以做如何Market你自己。」這位男大學生給了我一個天真的微笑:「阿Sir,我真係諗唔到我鍾意乜。」

一個人的成長,源於對事物的好奇,藉著追尋探究自己感興趣的東西,既能增進知識,更重要是讓人生充滿動力。那怕所探求的題材古怪偏鋒,只要持續探索,就有望能鑽研成半個達人,進而演變為自己個人品牌的特色。國內有位女生專門研究古代化妝,用現代化妝品仿照古畫仕女妝容,自己做模特兒,再將自拍照有系統地放於網絡上,成為熱爆網絡的另類美妝紅人。這樣另類知識,增強了那位女生的自信,讓她跟人接觸不乏有趣話題,在投身社會時有一個屬於自己的獨有Icon - 古妝達人。好奇心能刺激人的積極性,一個人能保持事事好奇,會自然成為懶惰絕緣體。而藉好奇探索累積人生趣味,會自然成為過癮發光體。有趣的人,特別容易在社會吃得開。

人生最重要的C,我認為是Curiosity。

 
*改寫自蘋果日報名家教路版《十萬緣想》專欄文章《葉朗程與莊偉忠的成功7C》

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