英语ted盖茨老婆演讲可口可乐.docx

英语ted盖茨老婆演讲可口可乐.docx

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英语ted盖茨老婆演讲可口可乐

OneofmyfavoritepartsofmyjobattheGatesFoundationisthatIgettotraveltothedevelopingworld,andIdothatquiteregularly.AndwhenImeetthemothersinsomanyoftheseremoteplaces,I'mreallystruckbythethingsthatwehaveincommon.Theywantwhatwewantforourchildren,andthatisfortheirchildrentogrowupsuccessful,tobehealthy,andtohaveasuccessfullife.ButIalsoseelotsofpoverty,andit'squitejarring,bothinthescaleandthescopeofit.MyfirsttripinIndia,Iwasinaperson'shomewheretheyhaddirtfloors,norunningwater,noelectricity,andthat'sreallywhatIseeallovertheworld.Soinshort,I'mstartledbyallthethingsthattheydon'thave.ButIamsurprisedbyonethingthattheydohave:

Coca-Cola.

Cokeiseverywhere.Infact,whenItraveltothedevelopingworld,Cokefeelsubiquitous.AndsowhenIcomebackfromthesetrips,andI'mthinkingaboutdevelopment,andI'mflyinghome,andI'mthinking,"We'retryingtodelivercondomstopeopleorvaccinations,"youknow,Coke'ssuccesskindofstopsandmakesyouwonder:

howisitthattheycangetCoketothesefar-flungplaces?

Iftheycandothat,whycan'tgovernmentsandNGOsdothesamething?

AndI'mnotthefirstpersontoaskthisquestion.ButIthink,asacommunity,westillhavealottolearn.It'sstaggering,ifyouthinkaboutCoca-Cola.Theysell1.5billionservingseverysingleday.That'slikeeveryman,womanandchildontheplanethavingaservingofCokeeveryweek.Sowhydoesthismatter?

Well,ifwe'regoingtospeeduptheprogressandgoevenfasteronthesetofMillenniumDevelopmentGoalsthatwe'resetasaworld,weneedtolearnfromtheinnovators,andthoseinnovatorscomefromeverysinglesector.Ifeelthat,ifwecanunderstandwhatmakessomethinglikeCoca-Colaubiquitous,wecanapplythoselessonsthenforthepublicgood.

Coke'ssuccessisrelevant,becauseifwecananalyzeit,learnfromit,thenwecansavelives.Sothat'swhyItookabitoftimetostudyCoke.AndIthinktherearereallythreethingswecantakeawayfromCoca-Cola.Theytakereal-timedataandimmediatelyfeeditbackintotheproduct.Theytapintolocalentrepreneurialtalent,andtheydoincrediblemarketing.Solet'sstartwiththedata.Cokehasaveryclearbottomline.Theyreporttoasetofshareholders.Theyhavetoturnaprofit.Sotheytakethedata,andtheyuseittomeasureprogress.Theyhavethisverycontinuousfeedbackloop.Theylearnsomething,theyputitbackintotheproduct,theyputitbackintothemarket.Theyhaveawholeteamcalled"KnowledgeandInsight."It'salotlikeotherconsumercompanies.Soifyou'rerunningNamibiaforCoca-Cola,andyouhavea107constituencies,youknowwhereeverycanversusbottleofSprite,FantaorCokewassold,whetheritwasacornerstore,asupermarketorapushcart.Soifsalesstarttodrop,thenthepersoncanidentifytheproblemandaddresstheissue.

Welllet'scontrastthatforaminutetodevelopment.Indevelopment,theevaluationcomesattheveryendoftheproject.I'vesatinalotofthosemeetings.Andbythen,itiswaytoolatetousethedata.IhadsomebodyfromanNGOoncedescribeittomeasbowlinginthedark.Theysaid,"Yourolltheball,youhearsomepinsgodown.It'sdark,youcan'tseewhichonegoesdownuntilthelightscomeon,andthenyouanseeyourimpact."Real-timedataturnsonthelights.

Sowhat'sthesecondthingthatCoke'sgoodat?

They'regoodattappingintothatlocalentrepreneurialtalent.Coke'sbeeninAfricasince1928,butmostofthetimetheycouldn'treachthedistantmarkets,becausetheyhadasystemthatwasalotlikeinthedevelopedworld,whichwasalargetruckrollingdownthestreet.AndinAfrica,theremoteplaces,it'shardtofindagoodroad.ButCokenoticedsomething.Theynoticedthatlocalpeopleweretakingtheproduct,buyingitinbulkandthenresellingitinthesehard-to-reachplaces.Andsotheytookabitoftimetolearnaboutthat.Andtheydecidedin1990thattheywantedtostarttrainingtheylocalentrepreneurs,givingthemsmallloans.Theysetthemupaswhattheycalledmicro-distributioncenters.Andthoselocalentrepreneursthenhiresalespeople,whogooutwithbicyclesandpushcartsandwheelbarrowstoselltheproduct.Therearenowsome3,000ofthesecentersemployingabout15,000peopleinAfrica.InTanzaniaandUganda,theyrepresent90percentofCoke'ssales.Let'slookatthedevelopmentside.

WhatisitthatgovernmentsandNGOscanlearnfromCoke?

GovernmentsandNGOsneedtotapintothatlocalentrepreneurialtalentaswell,becausethelocalsknowhowtoreachtheveryhard-to-serveplaces,theirneighbors,andtheyknowwhatmotivatesthemtomakechange.IthinkagreatexampleofthisisEthiopia'snewhealthextensionprogram.ThegovernmentnoticedinEthiopiathatmanyofthepeopleweresofarawayfromahealthclinic,theywereoveraday'stravelawayfromahealthclinic.Soifyou'reinanemergencysituation,orifyou'reamomaboutitdeliverababy,forgetit,togettothehealthcarecenter.Theydecidedthatwasn'tgoodenough,sotheywenttoIndiaandstudiedtheIndianstateofKeralathatalsohadasystemlikethis,andtheyadapteditforEthiopia.Andin2003,thegovernmentofEthiopiastartedthisnewsystemintheirowncountry.Theytrained35,000healthextensionworkerstodelivercaredirectlytothepeople.Injustfiveyears,theirratiowentfromoneworkerforevery30,000peopletooneworkerforevery2,500people.

Now,thinkabouthowthiscanchangepeople'slives.Healthextensionworkerscanhelpwithsomanythings,whetherit'sfamilyplanning,prenatalcare,immunizationsforthechildren,oradvisingthewomantogettothefacilityontimeforanon-timedelivery.ThatishavingrealimpactinacountrylikeEthiopia,andit'swhyyouseetheirchildmortalitynumberscomingdown25percentfrom2000to2008.InEthiopia,therearehundredsofthousandsofchildrenlivingbecauseofthishealthextensionworkerprogram.Sowhat'sthenextstepforEthiopia?

Well,they'realreadystartingtalkaboutthis.They'restartingtotalkabout,"Howdoyouhavethehealthcommunityworkersgeneratetheirownideas?

Howdoyouincentthembasedontheimpactthatthey'regettingoutinthoseremotevillages?

"That'showyoutapintolocalentrepreneurialtalentandyouunlockpeople'spotential.

ThethirdcomponentofCoke'ssuccessismarketing.Ultimately,Coke'ssuccessdependsononecrucialfact,andthatisthatpeoplewantaCoca-Cola.Nowthereasonthesemicro-entrepreneurscansellormakeaprofitistheyhavetoselleverysinglebottleintheirpushcartortheirwheelbarrow.So,theyrelyonCoca-Colaintermsofitsmarketing.Andwhat'sthesecrettotheirmarketing?

Well,it'saspirational.Itisassociatesthatproductwithakindoflifethatpeoplewanttolive.Soeventhoughit'saglobalcompany,theytakeaverylocalapproach.Coke'sglobalcampaignsloganis"OpenHappiness."Buttheylocalizeit.Andtheydon'tjustguesswhatmakespeoplehappy,theygotoplaceslikeLatinAmerica,andtheyrealizethathappinessthereisassociatedwithfamilylife.AndinSouthAfrica,theyassociatehappinesswith[unclear]orcommunityrespect.Now,thatplayeditselfoutintheWorldCupcampaign.Let'slistentothissongthatCokecreatedforit,"Wavin'Flag"byaSomalihiphopartist.

（Video）K'Naan:

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Ohohohohoho-oh?

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Ohohohohohohohohohoh?

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Ohohohohoho-oh?

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Ohohohohohohohoho-oh?

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Giveyoufreedom,giveyoufire?

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Giveyoureason,takeyouhigher?

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Seethechampionstakethefieldnow?

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Youdefineus,makeusfeelproud?

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Inthestreetsourheadsarelifted?

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Asweloseourinhibition?

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Celebration,it'saroundus?

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Everynation,allaroundus?

MelindaFrenchGates:

Itfeelsprettygood,right?

Well,theydidn'tstopthere.Theylocalizeditinto18differentlanguages.Anditwentnumberoneonthepopchartin17countries.ItremindsmeofasongthatIrememberfrommychildhood,"I'dLiketoTeachtheWorldtoSing,"thatalsowentnumberoneonthepopcharts.Bothsongshavesomethingincommon:

thatsameappealofcelebrationandunity.Sohowdoeshealthanddevelopmentmarket?

Well,it'sbasedonavoidance,notaspirations.I'msureyou'veheardsomeofthesemessages."Useacondom,don'tgetAIDS.""Washyouhands,youmightnotgetdiarrhea."Itdoesn'tsoundanythinglike"Wavin'Flag"tome.

AndIthinkwemakeafundamentalmistake,wemakeanassumption,thatwethinkthat,ifpeopleneedsomething,wedon'thavetomakethemwantthat.AndIthinkthat'samistake.Andthere'ssomeindicationsaroundtheworldthatthisisstartingtochange.Oneexampleissanitation.Weknowthatamillionandahalfchildrendieayearfromdiarrhea,andalotofitisbecauseofopendefecation.Butthere'sasolution:

youbuildatoilet.Butwhatwe'refindingaroundtheworld,overandoveragain,is,ifyoubuildatoiletandyouleaveitthere,itdoesn'tgetused.Peoplereuseitforaslabfortheirhome.Theysometimesstoregraininit.I'veevenseenitusedforachickencoop.（Laughter）Butwhatdoesmarketingreallyentailthatwouldmakeasanitationsolutiongetaresultindiarrhea?

Well,youworkwiththecommunity.Youstarttotalktothemaboutwhyopendefecationissomethingthatshouldn'tbedoneinthevillage,andtheyagreetothat.Butthenyoutakethetoiletandyoupositionitasamodern,trendyconvenience.OnestateinNorthernIndiahasgonesofarastolinktoiletstocourtship.Anditworks.Lookattheseheadlines.（Laughter）I'mnotkidding.Womenarerefusingtomarrymenwit