（7）集中力量 – 对我们的成功至关重要 | 宜家英格瓦《一个家具商的宣言The Testament of a Furniture Dealer 》

作者：英格瓦 坎普拉德

7 Concentration – important to our success

The general who divides his resources will invariably be defeated. Even a multitalented athlete has problems.

For us too, it is a matter of concentration – focusing our resources. We can never do everything, everywhere, all at the same time.

Our range cannot be allowed to overflow. We will never be able to satisfy all tastes anyway. We must concentrate on our own profile. We can never promote the whole of our range at once. We must concentrate. We cannot conquer every market at once. We must concentrate for maximum impact, often with small means.

While we are concentrating on important areas, we must learn to do what people in Småland call “lista”. “Lista” is common term in Småland; it means “making do”, doing what you have to do with an absolute minimum of resources.

When we are building up a new market, we concentrate on marketing. Concentration means that at certain vital stages we are forced to neglect otherwise important aspects such as security systems. That is why we have to make extra special demands on the honesty and loyalty of every co-worker.

Concentration – the very word implies strength. Use it in your daily work. It will give you results.

7 集中力量 – 对我们的成功至关重要

一个分散了兵力的将军注定要失败，即使一名全能运动员也会面临如何分配体力的问题。

我们也必须集中 – 集中我们的力量。我们不可能同时在所有地方做所有事情。

我们的产品系列不可能无限扩大；我们不可能满足所有人的品位；我们必须集中力量在我们自己的基本形象上，我们不可能同时扩展整个产品系列；我们必须集中力量，我们不可能同时占有所有市场。为了以较少资源实现最好效果，我们必须集中力量。

当我们集中力量在重要项目上时，还必须以有限的资源兼顾“Lista”。“Lista”是斯马兰的常用语，意思是用最少的资源做你要做的。

我们开创新市场时，集中力量于市场营销上。集中力量意味着我们要在各个重要阶段，少兼顾一些其他事情，例如安保系统，虽然它们也很重要。这就是为什么我们必须对员工的诚实和忠诚提出更高的要求。

集中 – 这个词本身就意味着力量。把它运用于日常工作。

你会看到成果。