URoberto Goizueta wayenomsebenzi ophumelele kakhulu njengentloko yeCoca-Cola Inkampani, kwaye abaninzi bamjonga njengomnye wabaphathi abakhulu kunye nabaphathi kwimbali. Ngethuba lokuhlala kwakhe, umfuduki waseCuban wakhula ukubaluleka kwezabelo eziqhelekileyo zeCoca-Cola ngamaphesenti angaba ngu-3 500 ngelixa elungisa iimpazamo zakhe.
Oku kubangele ukubandakanyeka kwenkampani yokuphuza kuyo yonke into ukusuka ekufama kwezolimo eSouth America ukuya kwimveliso yeeplastiki. I-Goizueta yomeleza, ihlanganiswe kwaye ithengiswe inxalenye enkulu yenethiwekhi ye-bottler ngendlela ye-Coca-Cola Enterprises eyakha umqolo weCoca-Cola, kwaye igxininise ekunikeziseni imali kwiiprojekthi ezilungileyo, ngeziphumo ezintle kwaze kwafika uWarren Buffett ukuba ahlale emdumisa.
Iimbono ezimbalwa eziphambili zanceda iGoizueta yatshintshela inkampani ye-soda eyayilahlekelwe isabelo semarike e-United States malunga neminyaka elinesibini elungileyo kwi-powerhouse yehlabathi jikelele, abaxhamli abanomvuzo abanenzuzo, izabelo kunye nokuthengwa kwamashishini .
01 URoberto Goizueta Wasebenza Yena ngokwakhe
Kwakubongele ubunini bakhe bokubambisa ukuba uGiizueta wakwazi ukuba yi-billionaire emva kokubalekela iCuba enemali encinci kunye neengxenye ezilikhulu zeSoco-Cola kwisitoreji sombuso weCrororo. Unyana wendoda enobutyebi baseHabana, uRoberto washiya ilizwe lakhe waza waqalisa umsebenzi wakhe kunye nobomi baseUnited States.
Ndiyabulela uyise, uGoizueta wayenesimo sengqondo sokuzibhokoxa ngokwenene. Njengoko uDavid Greising ebeka kwi -World to Buy Coke: Ubomi Nobukhokheli bukaRoberto Goizueta , "... ngaphambi kokuba uGoizueta aqale ukusebenza, uyise wayenombuzo wokugqibela.
Wayefuna ukuba uRoberto athenge amasheya e-Coca-Cola. 'Akufanele usebenzele omnye umntu, ufanele usebenze ngokwakho,' utata wakhe uthe. Wacetyisa ukuba uRoberto athenge amasheya angama-100 eCoca-Cola, kwaye wamnika i-$ 8,000 eyayiza kuyidinga ukuthenga. Izabelo zafakwa kwi-akhawunti yokuphepha eNew York, apho bahlala khona de kube sekufeni kwakhe. "
Ukulungiswa kwemali yokunyuka kwamaxabiso , malunga nama-58,300 amaqumrhu namhlanje. Ngaphambi kobunikazi bekhaya, ngaphambi kokumisela i-credit, phambi kweemoto ezibizayo okanye ifenitshala, intsapho yaseGoizueta yayinomdla kubunini bezoshishino, nokuba oko kwakuthetha ukufumana inkampani ngokuthe ngqo, kubambe iqela elincinci kumashishini abucala, okanye ukuthenga izabelo kwisitokisi ntengiso . Intsapho yaseGoizueta yaqonda ukuba enye yezona ndlela ezilungileyo zokuqokelela ubutyebi obuninzi kwaba ngumnini-shishini.
Ngethuba elivukile kwi-ofisi likaSihlalo kunye ne-CEO yeNkampani yeCoca-Cola, uRoberto Goizueta wayeneengxenye ezingaphezu kwezigidi eziyi-9 zeSokot-Cola esesigxina; wayengazange athengise enye yezo zabelo zangaphambili. Kwakuyinjongo ecacileyo ukuba wayefuna ukuba neyakhe nkampani eninzi.
02 URoberto Goizueta Wayengenkwantya Ukujonga Ubuwula
Ngokuzigcoba, "Ngokukhawuleza waba ngumongameli, uGoizueta waqalisa ukufundisisa ngokubanzi malunga nemicimbi yeCoke. Nangona wayeziqhenyce kwaye ethembele kwizakhono zakhe, uGizuzueta wayenentembelo eyaneleyo yokuvuma ukulinganiselwa kwakhe.
Waye wambonisa ukungabi nako kolwazi ngokumcela imibuzo emininzi evela kwimibandela elula malunga nobukhulu bemakethe ukuya kubalo obunzima bezinga lokubuyisela kunye nexabiso elikhoyo lalo mali. "
Ngamanye amazwi, uRoberto Goizueta wayengumlawuli wokufunda. Kungakhathaliseki ukuba ungumnini-shishini lomncinci, umphathi ophakathi, umatshini womoto, utitshala wesikolo okanye igosa lepolisa, ukukwazi ukuphucula rhoqo ubuchule bakho obubekwe ngokufunda, okuqeqeshwe, kunye nokugxilwa kwemfundo kunokukwenza umehluko phakathi kokuhamba okuhamba phambili kwaye ukunyuka okukhawulezayo kwiindawo eziphezulu zokuxanduva. Kufuneka uzimisele ukubeka umngcipheko ekubukeni ubuwula ukuze ube nolwazi.
03 URobert Goizueta waphathwa ngokubuyela kwiNgxowa-mali njengeVangeli
Emva kokuthatha iinqununu zobunkokeli, uGoizueta ulindele ukuba iinkosana zakhe ezisebenzayo zingabi zikwazi ukufunda isalathisi kodwa ziqonde indlela yokutolika ngayo ukusebenza. Iyunithi nganye yeshishini yahlawuliswa iindleko ezithile kwi-capital ukuxhaswa iiprojekthi zayo zokwandisa.
Kuphela ngokwenza kakuhle malunga neendleko zentengo, kwizinto ezibizwa ngokuba yixabiso loqoqosho, abaphathi babancoma, bahlawulelwa kwaye bakhuthazwa. Ngamanye amazwi, bahlawulwa ngokuzenzekelayo ngezenzo ezenza abanikazi, abanini-mali, abacebileyo kunye nenkampani banamandla. Oku kufana nemodeli esetyenziswe eBerkshire Hathaway nguWarren Buffett ekumiseni izakhiwo zokuhlawula iiGosa eziLawulayo eziPhambili ze-conglomerate ezahlukeneyo zenkxaso-mali.
Oku kwafika emva kokutyhila okumangalisa uRoberto ekuthathe iimbombo kwiCeke yase-Atlanta. Ukuphinda ucaphune kwi-greising: "Kwiminyaka, akukho mntu wayegxile ngokwenene kwiindleko zemali okanye ukubuyela kwezoqoqosho kwi-Investment Coke.
Ngenxa yokuba uWoldruff akayi kuvumela u-Austin [i-CEO yangaphambili] ukuboleka imali, uAustin wayiphendule ngokufumanisa ukufunyanwa kwakhe kwintengo yeCoca-Cola. Kodwa loo nkunzi ixabise ngakumbi, malunga neepesenti ezili-16 ngonyaka, ngaphezu kwexesha elifutshane leebhanki zokuboleka liza kuba libiza iCokeke ngasekupheleni kwee-1980. Zonke iirhwebo ngaphandle kweziphuzo ezicokisekileyo-iimpahla zokunwa, ukuhlanjululwa kwamanzi, iiplastiki kunye nokutya- zazivelisa ngaphantsi kwama-10 ekhulwini. "
Umlobi uyaqhubeka ekuboniseni ukuba uGoizueta waziqonda ngokuhlakanipha, " Sichitha ibhizinisi lethu , siboleka imali kuma-16 [ipesenti] kwaye siyayityala kwi-8 [pesenti]. Awukwazi ukwenza oko ngonaphakade. "
04 URobert Goizueta Uyazi indlela yokuthatha iingozi ezithathwe
Ukutya kwe Coke kuye kwahlala enye yemveliso emitsha ephumelele kwimveliso yembali. Yenza izigidigidi zeedola ngenzuzo kwizabelo zabakwa-Coca-Cola kwaye zandisa amandla ekhredithi yenkqonkqo yenkampani.
Ukusebenza kunye nesigqeba sakhe samagaleli amnandi, oyintloko phakathi kwayo nguDonald Keough, ozala omaha owaziwayo osebenza ngokugqithiseleyo njengengqondo yokuthengisa kunye nokubonakaliswa kweCoca-Cola ngokwalo lonke umsebenzi wakhe, uGiizueta wakwazi ukuvelisa umkhiqizo owenziwe ngokupheleleyo inxalenye entsha yabathengi phantsi kwekhefu le-corporation.
Sekunjalo, kwakungekho isigqibo esicacileyo. Ukuqaliswa kwaxhaswa yi-$ 250 yezigidi-mali zokuqala zophando kwaye emva koko, i-$ 100 yezigidi zemali yokuqala yokukhankanya umkhankaso wokuthengisa. Kumahholo angcwele a "Fortress Coke" njengoko umlobi wabiza, oku kwakungekho utshintsho oluncinci, kwaye ukuhluleka kwakube yintloni yoluntu, bobabini kunye nezobugcisa.
05 URobert Goizueta Wabuyiselwa kwiNtlekele
Akukho yonke imveliso entsha eyenziwa kunye neDet Coke, njenge-Coke fiasco entsha. Nangona kunjalo, iKoca-Cola ekugqibeleni yavela ngamandla ngenxa yoko. AmaMelika, kwaye ngokwenene abo behlabathi lonke, baqonda ukuba babethanda kangakanani iCoca-Cola bekhulile kunye nabo babebe yingxenye ebalulekileyo yoLwesihlanu ebusuku kwimidlalo yebhola yebhola, imiboniso yeebhayisikobho kunye namabhabha asekhaya.
Ungalokothi ukhohlwe ukuba unokuguqula intlekele ithuba. Khangela insimbi yesilivere kuyo yonke ifu kwaye ungase uvele ungcono, ucebile kwaye uphumelele.
Oku akusoloko kulula; Enyanisweni, amava okwehlulekayo ahlala ebuhlungu. Unokwazi ukuthatha induduzo yokuba uyakwazi ukwenza ngokungafihli.
Xa iNew Coke ikhishwe, indoda yathumela incwadi eya kuGoizueta kwaye yacela ukuba i-autograph "ye-CEO". UGizuzueta wamthobela waza wathumela i-autograph yakhe kwindoda, mhlawumbi eyazihlaziya. Xa ubeka ingozi, kukho ithuba oza kulala phantsi ngobuso bakho. Akunokuba mnandi, kwaye unokuba ufuna ukukhahla ngaphantsi kwelitye. Vuka, uthule wena, kwaye ukhumbule ukuba i- investors kunye nabaphathi bexesha elidlulileyo babedlala amaninzi, amaxesha amaninzi ngaphambi kokuba bathathe inzuzo.
06 URoberto Goizueta Uvalelene nezopolitiko kunye noNxibelelwano
URoberto Goizueta waqonda iipolitiki. Akazange ahlale ehamba ngendlela yakhe yokuthetha rhoqo kunye noMongameli weCoca-Cola, uRobert Woodruff, kodwa naye wayehlala ethumela iileta aze ahlale edibanisa nenkokheli yoshishino.
Emva kwentlanganiso kunye neebhloko ezibalulekileyo zeCoca-Cola, wayenokwanela ukuthumela amabhokisi e-porcelain kwiTiffany & Inkampani kubafazi bamadoda ukuba abongwe ngabo ngenxa yokubingelelwa kwenkampani.
Olu hlobo lwenzame luyavuya kakhulu kwaye luyimpumelelo xa unelungelo lokwenene lokuba nabantu kunye nokuthetha nabo kwinqanaba lomntu. Nangona kunjalo, nokuba kukho umzabalazo kuwe, izabelo zingaba mva kamva ebomini okanye kumsebenzi wakho. Awukwazi ukuba ngubani oya kusikhundla samandla, nokuba nemiphumo yokungabalulekanga ngokungabalulekanga umntu onokuthi ube yintsebenziswano eqinile kuwe nakwintsapho yakho.
07 URobert Goizueta Uphephe iNkalo yeSayensi
"Gcina inzululwazi," yayingenye yee-classic taglines. Ngokwenene, le yindlela eyayikukhusela ngayo impazamo eyenziwa nguCharlie Munger ngokusoloko esilumkisa ngaye; ukujika idatha ukuze ihambelane ne-ajenda yokuphela esiyifunayo kunokuba sivumele iinyaniso zikhokele apho ziza kuba zodwa. Kuthetha ukuvumela ukuhamba kweengcamango zakho zangaphambili, okanye u-Munger uzibeka, ekulungele ukutshabalalisa iimbono zakho ezilungileyo.
Ukungaphumeleli ukulandela ifilosofi yeGoizueta ngamanye amaxesha kubangela abantu ukuba baphonse imali embi emva kokubi xa utsalo-mali luyehla kwaye ixabiso layo liwonakele. Izifo ezihlangeneyo zombutho zingaphucula ukuba amadoda kunye nabasetyhini banakho ukuthatha inzululwazi engakumbi, kunokuba babe nombono weemvakalelo kwimicimbi, kunye nempumelelo yabo elandelwa yintsebenzo.
Ukuba uzama ukufumana iziphumo ezilungileyo zokutshala imali kunye nobomi bomgangatho ophezulu, uya kuphucula iziphumo zakho ngokugxila kumaqiniso, uze uhlalutye ngokucacileyo ukuba ubone indlela ongayenza ngayo ngendlela eya kukufumana isinyathelo esisondeleyo kwiinjongo zakho ezihlangeneyo .
Bangaphi abantu abanokuthi baxelele ukutshatyalaliswa kwabo emva kokulahlekelwa onke amandla abo, ilungelo kunye nobutyebi xa umlawuli wongqongqoshe ethatha ilizwe lawo? Endaweni yoko, uRobert Goizueta wagqitha izandla zakhe, waya emsebenzini, kwaye emashumi embalwa eminyaka, wayeyithintele enye yezinto ezibonakalayo kwiimbali, ngeli xesha kunye nokwenza umvuzo wakhe kwiibhiliyoni zeedola kulo lonke umsebenzi wakhe.
08 URoberto Goizueta Uyazi amandla amakhulu okukhuthaza abantu ekumiseni iMbuyekezo
Abaphathi abanobuchule bayazi ukuba uya kufumana uhlobo lokuziphatha ovuzayo, nokuba ngaba ngemali, amaxabiso, isimo, okanye amandla, kunye nokuziphatha okunciphisa. Uninzi lweengxaki zeshishini lokuthenga ngemali ngexesha leengxaki zango-2008 ezibangelwa kwinkqubo yokuhlawula eyayihlawula abadayisi ngokusekelwe kwinani elipheleleyo leemali ezihlawulwayo ngaphandle kokubhekiselele kunenzuzo yokugqibela yezi mboleko. Le nkqubo yenkxaso-mali yenzelwe ukuziphatha okulindelekileyo ekukhuleni okukhulu kwemali mboleko, ngaphandle kokuqwalasela umgca.
URoberto Goizueta waqonda amandla okuhlawula ukuziphatha ofuna ukuvuza. Walinganisa impumelelo yolawulo kwiiprojekthi zeenkampani njengenzuzo ethile yokubuyiswa kwengxowa-mali eyaphupha ngaphezu kwezinga lokubuyisela eliqulunqwe yi-Coca-Cola kwikomkhulu yokusebenzisa imali.
Le ndlela yayisiphumo esheshayo. I-Bottlers yaqala ukutshintshwa kwisitya sezinto zeplastiki ukuya kwiplastiki, isindisa izigidigidi zeedola kwiindleko zentengo leyo endaweni eyayiwela kwi Coke.
Esinye sesigqibo esisodwa esibalulekileyo oya kwenzayo ebomini bakho, nokuba uthetha ngokukhulisa abantwana bakho okanye ukuphatha abasebenzi, yinkqubo yembuyekezo oyilwayo. UCharlie Munger ubonisa ukuba yi-stroke enye ipeni eyabangela i-FedEx ukuba isombulule iingxaki zayo zokuhambisa ngokukhupha indlela abaphathi bephakheji behlawulwa ngayo.
Ngamafutshane, xa iimpahla zicutshungulwa ngethabhu, abasebenzi bavunyelwe ukuba baye ekhaya kwaye bahlawulelwa ubusuku obugcwele bomsebenzi. Kuze kubekho, akukho nto ibalulekile. Akukho mabhonasi amakhulu, umvuzo okanye iintlawulo zabasebenzi abaye benza umsebenzi ngexesha de baxelelwe ukuba bangaya ekhaya ekuseni kodwa bahlawulwe ngokufanayo. Ingxaki yaxazululwa ngokukhawuleza. Ngaloo ndlela amandla enkqubo efanelekileyo yembuyekezo.
09 URoberto Goizueta Wenza Izinto Ezilula
Ngokuziqhenya ngoku Ndingathanda iHlabathi ukuthenga i-Coke: Ubomi kunye noKhokelo lukaRoberto Goizueta , iGosa eliLawulayo eliPhezulu elidumileyo lenze lula umsebenzi wakhe kwimisebenzi emithathu eyintloko:
Inkokheli yoLawulo
Ukhuseleko lwezeNkampani
Ukunikezelwa kweMisebenzi kuBasebenzi abathile okanye amaQela
Ehlabathini eligqibeleleyo, uRoberto waphendula, yonke into iya kuwela kwenye yezigaba zintathu.Impembelelo ibaluleke kakhulu ukuba ufuna ukufikelela phambili. Iindwendwe ezininzi zivame ukuba zakhiwe kwimbono eyodwa okanye ezimbini ezilungileyo. I-Wal-Mart kaSam Walton yayikuzo zonke ukuhambisa izinto ngexabiso elincinci ngeendleko eziphantsi kunye neyandileyo.
Kwakuyinguqulelo ngexesha. I-Disney yayikukudala umxholo omkhulu kwiimifanekiso eziye zenziwa kunye namafilimu kwi-cinema ephakathi. I-Berkshire Hathaway ibhekiselele ekunciphiseni ixabiso eliphantsi kweendleko zee-inshorensi kwaye libeke kusebenze ngendlela ehlawuliswa yerhafu kumashishini aphezulu afumana inzuzo enkulu kwinkunzi. Ukuqonda iingcamango zakho eziphambili, ukucwangcisa kunye neenjongo ukuba ufuna ukuphumelela. Ngaphandle koko, unokufumanisa nje ukuphendula kwiziganeko yonke imini, ukufezekisa ngaphandle kokulondolozwa.