【商業智慧】Netflix成功的關鍵：尋求異見 Netflix’s Key to Success: Farming for dissent
Netflix共同創辦人Reed Hastings透露，Netflix成功的關鍵策略是積極尋求員工的批判性反饋。在商業領域，往往不鼓勵員工對上司表達異議，但Hastings認為，這種開放性是推動創新和策略發展的必要條件。他將這一做法稱為「尋求異見」（Farming for dissent），旨在鼓勵團隊成員表達真實想法，從而改善管理決策。
這一理念的起源可追溯至2011年Netflix的一次策略失誤，當時Netflix企圖將DVD郵寄服務獨立為Qwikster品牌，引起了用戶的大規模反彈。這一事件不僅導致股價下跌，更成為Hastings職業生涯中的一個轉折點。但他坦言這是他職涯中「最喜歡的失敗」，使他認識到在做出重大決策前徵求廣泛意見的重要性。
從那以後，Hastings開始實行一項新的管理流程，要求高層管理人員定期對公司的重大決策進行評分，範圍從10到-10。這一做法不僅提升了Netflix的決策品質，也成為該公司文化的一部分，有助於維持其在市場上的競爭力。
這種策略的成效不僅見於Netflix，同樣被其他商業領袖如Amazon創辦人貝佐斯所採納。貝佐斯認為，從顧客的不滿中學習並調整策略，是建立高標準企業文化的關鍵。這些例子展示了企業領袖應如何接受並利用批評，以激發創新並推動公司前行。
Netflix co-founder Reed Hastings revealed that the key strategy to Netflix’s success is actively seeking critical feedback from employees. In the business world, employees are often discouraged from expressing dissent to their superiors, but Hastings believes that this openness is a necessary condition for driving innovation and strategic development. He refers to this approach as “Farming for Dissent,” aiming to encourage team members to express their true thoughts, thereby improving management decisions.
This philosophy originated from a strategic mistake Netflix made in 2011, when it attempted to spin off its DVD mailing service as the Qwikster brand, which led to massive user backlash. This incident not only caused a drop in stock price but also became a turning point in Hastings’ career. He candidly admits that it was his “favorite failure” in his career, as it taught him the importance of soliciting broad opinions before making major decisions.
Since then, Hastings has implemented a new management process requiring senior executives to regularly rate major company decisions on a scale from 10 to -10. This approach has not only improved the quality of Netflix’s decisions but has also become part of the company’s culture, helping to maintain its competitiveness in the market.
The effectiveness of this strategy is not only seen at Netflix but has also been adopted by other business leaders such as Amazon founder Jeff Bezos. Bezos believes that learning from customer dissatisfaction and adjusting strategies accordingly is key to building a high-standard corporate culture. These examples demonstrate how business leaders should embrace and utilize criticism to inspire innovation and drive their companies forward.
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