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《냉정한 이타주의자》세상을 바꾸는 것은 열정이 아닌!

2017.03.22 22:01


'최대 다수의 행복을 위해
세상을 변화시키려면 어떻게 해야 할까?'

당신이 맥Mac을 살지 PC를 살지 고민 중이라고 하자. 당신은 어떤 요소를 고려할까? 아마 디자인과 편리함, 하드웨어 및 소프트웨어의 가격을 비교해 볼 것이다. 애플과 마이크로소프트의 운영비는 얼마인지, CEO 연봉이 얼마인지는 따져 보지 않을 것이다. 왜 그럴까? 소비자 입장에서는 돈을 지불하고 구입할 상품만 눈에 들어오기 때문이다. 상품 제조사의 세세한 재무 정보는 아무래도 상관없다. 애플이 거액의 연봉을 지급해 유능한 관리자들을 경영진으로 영입한다면 애플 제품의 우수성을 보여주는 증거라며 오히려 이를 좋게 볼지도 모를 일이다. 자신을 위한 상품을 살 때도 기업의 재무건전성에 신경 쓰지 않으면서 다른 사람을 위한 상품을 살 때는 왜 그래야 할까? 다소 어이없는 예를 들어 보자. 내가 배고픈 경찰들에게 도넛을 나눠 주는 자선단체를 설립했다고 하자. 사명감에 불탄 나머지 사업 경비 중 0.1퍼센트만 간접비로 쓰고 나머지 비용은 나눠 줄 도넛을 사는 데 쓴다. 게다가 단체의 CEO인 나는 보수를 전혀 받지 않는다. 나는 훌륭한 단체를 설립한 걸까? 앞서 봤듯 가장 중요한 건 해당 자선단체가 가져올 ‘영향’이다. 당신의 기부금 100달러로 무엇을 하는지, 그 결과 사람들의 삶이 얼마나 나아졌는지를 살펴봐야 한다._본문 154쪽

어떤 사람이 공장식 축산 농장에서 사육되는 동물의 고통을 덜어 주려는 생각에 닭가슴살 대신 채소를 구입한다. 그렇다고 상황이 달라질까? 당신은 아니라고 할 것이다. 1명이 오늘부터 닭가슴살을 구입하지 않는다 해도 지구상 모든 사람들이 변함없이 닭고기를 구입한다면 식용으로 도살되는 닭의 수에 영향을 끼칠 수 있을까? 슈퍼마켓에서 닭고기 반입량을 결정할 때 닭가슴살 1인분 매출이 감소한 사실에 신경이나 쓸까? 하지만 수천 명, 수백만 명이 닭가슴살을 사지 않으면 수요가 감소하므로 식용으로 사육되는 닭도 줄어들 것이다. 이때 우리는 역설에 직면한다. 개인은 변화를 일으킬 수 없지만 수백만 명의 개인은 변화를 일으킬 수 있다는 역설 말이다. 그런데 수백만 명의 행동은 수많은 개인들의 행동이 한데 모인 총합이 아닌가. 이 역설을 어떻게 이해해야 할까? 해답은 기대가치에 있다._본문 128~129쪽

당신이 자선단체에 얼마간의 돈을 기부하려 한다고 치자. 아이티 지진 구호활동을 펼치는 단체에 기부하면 재난 희생자들을 도울 수 있다. 이는 우간다의 에이즈 퇴치나 당신이 사는 동네의 노숙자 돕기에 기부할 돈이 줄어든다는 뜻이다. 당신의 선택에 따라 생활이 개선되는 사람이 있는가 하면 그렇지 않은 사람도 있다. 상황이 이렇다면 한 군데를 선택하기보다 차라리 모든 단체에 빠짐없이 기부하고 싶을지도 모른다. 기부할 돈을 더 마련하거나 기부금을 쪼개 몇 군데로 나눠 보내는 방법도 있다. 하지만 당신이 가진 돈과 시간은 제한돼 있고 당신이 세상의 모든 문제를 해결할 수도 없다. 따라서 어려운 결정을 내려야 한다. 당신은 누구를 도울 것인가? 저마다 도움이 절실한 상황에 처해 있고 우리의 행동에 따라 삶이 더 개선될 수 있는, 도움 받아 마땅한 사람들이다. 따라서 누구를 도울 것인지 결정해야 한다. 결정하지 않는 것이야말로 최악의 결정이다._본문 51~52쪽


 
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《You must write a book》

2017.03.02 23:19


WRITING A BOOK IS THE BEST THING YOU CAN DO FOR YOUR BUSINESS 

Someone doesn’t want your business card, they want your book.  —Jeffrey Gitomer 

I believe with my whole heart and soul that you must write a book. A successful professional you might just be (and probably are), but without a book, you are likely perceived as someone who does what many other people do. How would a prospective client know the difference between you and the 37 other people they’ve met in the past week with the same elevator pitch? What is the one thing you do differently? How are you better than your closest competition or the person who says they are, in fact, a better choice than you? Well, probably nothing. Your testimonials say you’re great. Your business card is wonderful, but with all due respect, it is a piece of trash waiting to happen. Your LinkedIn profile is terrific, except LinkedIn highlights the other people with your exact qualifications in the sidebar. You must add a tool to your toolbox most others don’t know to have or aren’t willing to create. What is this one thing that can separate you from the crowd and convince a prospect to sign on the dotted line to engage you instead of someone else? Of course we both know: a book. Not just any book, either. Your book. The book in which you pour your knowledge, education, and expertise combined with your unique perspective and engaging sense of humor. How do I know all this is true, and why should you listen to me? While this isn’t about me, I won’t be able to convince you that writing a book is one of the most important and life-changing business moves you can make without sharing some of my story.  I have been a business and executive coach for more than 17 years. My clients are high-profile entrepreneurs, senior-level professionals and executives, attorneys, financial professionals, and CEOs of the Fortune 500. The highest of the highest paid. And yet, that wasn’t always the case. I was a garden variety business coach, at least according to perception, charging a common business coach fee until I had been coaching for a half-dozen years.  Then I wrote a book. It wasn’t until I wrote Tall Order! Organize Your Life and Double Your Success in Half the Time and added author to my list of credentials that my coaching practice, and my fees, shifted into high gear.  Writing a book wasn’t in my business plan. In fact, I had never taken a writing class, nor had I studied creative writing or even journalism in college (a practical impossibility, as I never attended college). I certainly didn’t consider myself a writer! I met Mark Victor Hansen, coauthor of the best-selling Chicken Soup for the Soul book series, at a conference in 2004. When he asked me what I did, I proudly said, “I am a business coach and a speaker.”  To which he responded, “That’s nice, honey. Everyone is a coach and a speaker. You must write a book!” I wryly thought, Well, how hard could that be?  I gave him the blank look I see when I suggest to someone that they, too, must write a book. I’m lucky he took my silence as a license to continue. He said, “Do you have a speech you’ve given that’s popular?”  I answered, “Yes, I have a speech titled Master Strategies for Explosive Business Growth.” He said, “Take that speech and write it down, word for word. Let that be the basis of your book.” At the time my daughter was four years old. I was a single mom with a high school education and building my coaching and speaking business. I worked from 4:00–6:30 a.m. (before she woke up in the morning), from 8:30 a.m.–2:35 p.m. (while she was in preschool), and most nights from 7:30–11:00 p.m. (after she went to bed and until I couldn’t keep my eyes open). Of course, in my mind, I had several viable reasons why I could not write a book. I chose to focus on the gift that was Mark’s advice: you must write a book. As it turns out, writing a book wasn’t actually that hard. Don’t misunderstand me, I’m not saying it was, or is, easy … but it is doable! Most importantly, writing my first book is the single best thing I ever did for my career. I think it probably will be the most important action you will ever take for your career, and that’s why I wrote this book. Let’s get back to the story of my first book: I had a wonderful friend who volunteered to have my daughter stay at her house for the weekend so I could write. From Friday morning until Sunday afternoon, I turned my speech into words on paper. I got up from my chair only to make more green tea and eat. It was grueling. It was challenging. It was worth it. By the end of the weekend, I had a rough draft. I also had a book project I never wanted to look at again. You know what they say, too much of something is just too much! I let the manuscript marinate for a few weeks, and then I hired a coach, Jeff Sloan, cofounder of Startup Nation. He was someone I admired, and it was of particular interest to me that he had recently published his first book. The mission of our work together was simple: help me figure out if I had a “good book” on my hands, and, if so, get it published. With no education or other interesting credentials, I never entertained trying to secure a book deal. As it turns out, this was a blessing in disguise! (More on that later.) Jeff read my manuscript in preparation for our session, and I’ll never forget the surprise I heard in his voice when we spoke. “Your book is actually really good! Now let’s get it published!” That first book, Tall Order!, provided the credibility a business card, brochure, or website could not. Prospective clients and business connections could get a taste of my approach, humor, and style without having to invest more than the cost of a few cups of coffee. Those who liked what I had to say and how I said it, chose to hire me. And, I suppose, the opposite is also true. Since I wrote Tall Order!, the 10th anniversary edition of which was released last year, my calendar has been filled with clients’ appointments. Why? Because while other coaches, speakers, and trainers all said pretty much the same thing, I had a book. And I was the one who was hired. Even though I doubled my fee shortly after the book was published, pricing me far above what other coaches were charging, I had a waiting list of clients. Bonus: I attracted higher quality clients, who were willing and able to pay more. So yes, having a book is going to increase the likelihood you’ll engage more business with higher quality clients at a higher fee. But wait, there’s more … I presold 11,000 copies of the book before I ever had the first copy in my hot little hands (you can read more about this at Honoree Corder.com/11000) and have since sold tens of thousands of copies of Tall Order! alone, adding an additional income stream to my bottom line.  Speaking of additional streams of income, having a book led to paid keynote presentations and corporate training within the first year after the book was released. In the last decade, I have expanded my offerings to include online courses, consulting, coach certification, and so much more. Eventually, I was inspired to write more books. When I expanded my catalog to include what is now the Successful Single Mom book series, I was led to and made even more incredible connections and opportunities.  But making more money isn’t the best aspect of having a book. I’ve saved the best for last: having books has allowed me to positively impact the lives of so many people, almost all of them I never would have been able to touch without a book. You, like me, might be as business-minded as the next person and can already see how having a book will massively increase your bottom line. But I promise you the impact you have on the lives of others will be the most rewarding thing about having a book. Have I piqued your interest? Aroused your curiosity and gotten your imagination going? Perhaps about how your book could impact your business, your life, and the lives of others? Good!  In fact, I am just the first of many professionals who will share why writing a book has changed their professional and, more often than not, personal lives. I’ll share their stories and thoughts because if I were the only one who claimed writing a book was well worth the time, money, and energy, you might retain your not-yet-an-author status. But I’m not going to leave you hanging; in fact, I’m going to convince you (I’m sure of it!) that You Must Write a Book. And the sooner the better. Yes, it is my intention to not only wipe out any remaining skepticism you have, but to inspire you to take immediate action and show you the way. There is a way to write a rock-solid book and have it professionally produced. That means even someone with the keenest eye wouldn’t know a fancy traditional New York publisher didn’t give you a big, fat advance and produce it for you. And, you can earn multiple (multiple people, multiple!) streams of income from it. Yes, even if you don’t fancy yourself a writer—I sure didn’t fancy myself to be one! A tall order? Yes. Can I deliver? You bet. This book is the 21st book I’ve personally written, and I have more than a dozen on my “to write” list. In addition, I am Hal Elrod’s business partner in the Miracle Morning book series. As of this writing, we have published six books in the series, with another half-dozen in the queue. Also, I personally write and self-publish between three and six books each year. Suffice it to say, I know a bit about successfully self-publishing business books. And I’ve written this particular book because I think you must write a book. If I hadn’t written my first book, my business, heck my life, wouldn’t be nearly as amazing as it is now … and I want to give you the same, or even better, access to the opportunities that lie only on the other side of writing a book. But you don’t have to believe me. I’m not the only successful self-published business author. In fact, I know many people who have become household names, or at least very well known in their particular niches, because they first wrote and self-published their book.  Allow me to introduce you to Kevin Kruse. I first heard about Kevin, an Inc. 500 serial entrepreneur and the New York Times best-selling author of 15 Secrets Successful People Know about Time Management, when I saw a Facebook post about an “author’s journey to $100K.” In fact, the year Kevin published 15 Secrets, his goal was to earn $100,000 as a full-time writer. He ended up earning a total of $242,042: $72,000 in royalties and just over $170,000 in speaking fees. Without his book, he wouldn’t have gotten nearly as many speaking gigs, in fact, he probably wouldn’t have gotten any at all because most of his speaking engagements arose from someone discovering his book. Kevin shares his thoughts about writing a book:  Hardly a day goes by without someone asking me for advice on how to start a business or how to get their stalled business growing faster. I tell everyone the same thing: there is nothing more important than writing and publishing a book. I've started or cofounded several multimillion dollar companies, and I always start by writing a book for our target audience, which addresses their number one need. There's a reason why the root of “authority” is AUTHOR. The book will both generate leads for your business AND increase your close rate for the leads you already have. A book will be the best business card you'll ever have.  Find out more about Kevin at KevinKruse.com. Kevin Tumlinson, author of The 30-Day Author, also weighed in:  Every professional would benefit from writing a book because having a book increases your credibility and authority on a topic. Beyond that, however, the process of writing a book allows you to develop a keener insight into yourself, your business, your industry, and your topic. Nothing helps you focus better than crystalizing your thoughts on the page in as concise a way as possible. Books can actually help you define the indefinable in your business and your life.  This Kevin can be found at KevinTumlinson.com.  My friends Richard Fenton and Andrea Waltz are the authors of several business parables including the best seller, Go for No! Yes is the Destination, No is How You Get There. Here’s what they said when I asked them why writing a book is a great idea for all business people: It’s our belief that everyone has a book inside them. However, most people think that they have to be the “definitive expert” of their topic or field. When you write a book, it’s almost the exact opposite; you are sharing your current expertise with the reader and, in doing so, solidifying your credibility and expertise. This is not to say you don’t need to have your facts down. But you don’t have to be Julia Child to write a cookbook. You have your own style and way of doing things—to quote an American Idol phrase, “you make it your own.”  Connect with Rich and Andrea at GoforNo.com. Hal Elrod, my good friend, business partner, and author of a worldwide bestseller, says this:  Though I had many dreams of what I wanted to be when I grew up, “author” was never one of them. That is, until a close friend passionately said to me, “You have a responsibility to the world to share your process in a way that helps other people. The Miracle Morning transformed your life, so to keep it to yourself would be selfish.” Huh, I had never thought of it that way. So, I began writing. Slowly but surely (three years later), The Miracle Morning was finished, self-published, and on its way to becoming an international best seller and one of the highest rated books on all of Amazon.  Writing and self-publishing The Miracle Morning is hands down, without question, the best decision I have ever made, for me and for my family. I believe that, for any author, the two most compelling reasons to write a book are to increase your income and elevate your impact. In terms of income, becoming an author enabled me to double my speaking fees, triple my coaching fees, start putting on live events, launch a mastermind, and has created a seven-figure income stream from book royalties alone, all of which gives me the opportunity to provide financial security for my family. There is nothing else that gives me more peace of mind than knowing that I have the means to take care of them. In terms of impact, The Miracle Morning has had an impact in the lives over 200,000 individuals around the world, and is increasing every day. By giving people a simple process that enables them to continuously grow and improve, it accelerates how quickly they are able to fulfill their potential and reach their goals. Nothing provides more fulfillment than knowing that the book is making a profound impact for nearly every person who reads it and that it will continue to do so long after I’m gone. There are hundreds, if not thousands, of other professionals who have taken on the challenge of self-publishing their first book and reaped the benefits of that decision. You can be next! If you’re wondering, and you probably are, whether you can, and should, write a book, you already know my answer. Turn the page, and I’ll tell you why the who is you! 

 Corder, Honoree (2016-09-28T22:58:59). You Must Write a Book: Boost Your Brand, Get More Business, and Become the Go-To Expert (Kindle Locations 285-286). Honorée Enterprises Publishing, LLC. Kindle Edition.



 
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《영혼을 위한 닭고기 수프》

2017.03.01 22:53


 미국의 생리학자이며 시인이었던 올리버 웬델 홈즈가 어떤 모임에 참석했다. 참석자들 중에서 그가 가장 키다 작았다.

 한 손님이 빈정거리며 말했다.

 "홈즈 박사님, 우리처럼 큰 친구들 사이에 있으니 자신이 더욱 작게 느껴지겠군요."

 홈즈가 말했다.

 "그렇습니다. 많은 10원짜리들 사이에 있는 50원짜리 동전처럼 느껴지는군요."



오늘은 큰 매형의 2주기 추도예배를 본 날입니다.

경건해야 하는 날이지만, 또 다른 의미가 있는 날이죠! 3·1절!


 
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《너는 나에게 상처를 줄 수 없다》

2017.02.03 00:30
《너는 나에게 상처를 줄 수 없다》 베르벨 바르데츠키 '

상처가 끔찍할수록 꽁꽁 감추는 일은 위험하다. 
억눌린 상처가 인생 전체를 파괴해 버릴 수도 있기 떄문이다. 
상처를 치유하기 위해서는 시간이 얼마가 걸리더라도, 
설사 고통을 다시 겪게 되더라도 한 번은 상처와 마주해야 한다. 
유배된 상처가 저절로 낫는 일은 없다.'





 
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《The Age Curve: How to Profit from the Coming Demographic Storm》

2017.01.30 08:23




There are sick empty feelings in your stomach, and then there are really big sick empty feelings. I had the latter. Our signature account of eight years, American Honda Motorcycle, had shipped the year's allotment of new 1986 bikes to the dealers two months earlier and a unique thing happened: nothing.


Our history with Honda had been nothing but successful up to this point. The formula was simple: Honda sent the bikes from Japan to a New Jersey warehouse, where they were distributed to the Northeast regional dealers, who prepped them and displayed them on showroom floors. As soon as they were displayed at the dealerships, the marketing and advertising kicked in and the customers bought them-all of them. Life was good.


But this was 1986 and the bikes did not sell. It wasn't that traffic was slow. There was no traffic. The folks at Honda asked, "Did you run the ads?"


This is when the really big sick empty feeling kicked in. The bad news was that sales volume was dropping like a stone. The really bad news was that sales would continue to drop for the next six years until the decline amounted to an 80 percent free fall. Gulp. By 1992 most of the dealerships were ready to close, and we lost the account. No surprise there. The only consolation was that exactly the same thing happened to Yamaha, Suzuki, and Kawasaki. Someone had turned off the faucet and we didn't know who or why.




In mid-October 1996 I was reading the Hartford Courant's editorial section. The Hartford Courant is America's oldest newspaper in continuous publication. It devoted a full page to a sweeping indictment of Generation X and its noninvolvement in the political process. Bill Clinton was about to trounce Bob Dole. It seemed that the Xers (born between 1965 and 1984) did not vote or donate its resources at the same level the Boomers did (born between 1945 and 1964) when they first got involved in politics.





The implied laziness part bothered me. We had thirty Xers working at our agency at the time, and none were lazy. I asked our research department to review the voting habits of Generation X. Our research department checked. All the factors seemed equal on a per capita basis. Xers did vote. They did contribute to their political parties and they did participate in government. There were just fewer of them. In other words, the young Generation X voters actually cast fewer votes than the young Boomers when they were the same age not because they were lazy but because they were simply a smaller group.


Was this simple difference in the size of the Boomer generation and Generation X the answer to the motorcycle mystery? I reviewed U.S. Census Bureau data to find out, and indeed there were a lot fewer of them-11 percent fewer. There were 78 million Boomers and only 69 million Xers.



That moment of recognition changed my thinking from that point forward. Large and small generations, alternately moving and aging through the marketplace, determine many a company's success or failure. That moment changed the way I counsel my client companies. It spawned the shape of my public presentations. It gave birth to this book.


The core idea of this book is quite simple: Smaller generations buy less stuff; larger generations buy more stuff. When a large generation, such as the Boomers, leaves the market and is replaced by a smaller generation, such as Gen Xers, sales are going to drop. Please excuse the fact that I repeat this premise throughout my book, but I have found that people (executives, entrepreneurs, salespeople, marketers, advertisers, etc.) just don't accept this clear-cut concept until you beat them over the head with it. My intention is to show how the simple idea of generational size applies to an ever-widening variety of areas and convince readers to recognize it, believe it, and, most important, put it to use.


-Kenneth W Gronbach


guide_to_managing_an_ageing_workforce.pdf


A WORD FROM THE AUTHOR


Opinions differ on the birth dates and age ranges of the various generations. Here's why I use the ranges found in this book:


A traditional view of a generation is roughly twenty years, the time between the birth of the parents and the birth of their offspring. The end of one generation and the start of another can be fuzzy, marked by an amorphous group of "tweeners," who get to choose the generation they want to be in, based on the one that best represents how they think. Remember, demography is akin to macroeconomics, not micro.


When I selected what I considered to be the most accurate generational chronology, I started with what I felt was the best definition of the Baby Boomers and worked out. Boomers, or War Babies as they were once called, began being born in 1945even as some forces were still fighting-because many soldiers had already returned home. So the Boomer years were 1945 to 1964, or twenty years. This being established, it was easy to align the GI Generation, The Silent Generation, and Generation X into twenty-year segments. The exception is Generation Y, which I believe will end about 2010 at twenty-five years.


Generations share more than chronology. They share lifechanging experiences and events that cause them to bond, like the GI Generation. Sometimes, the sheer size of the cohort shapes its personality, like the huge Baby Boomer generation. Even mammoth Generation Y is said to owe its personality to technology and the Internet. Is demography an exact science? No. Can you use demography to make accurate forecasts about commerce, culture, and economics? Absolutely!



 
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