工作面试：细节决定成败

工作面试：细节决定成败

如果你正在寻找工作，在新年里一定要努力做到这一点：关注小细节。

Here's an important New Year's resolution for job hunters: Sweat the small stuff.

一个小小的失误都足以扰乱你的求职大计。美国的失业率如今依然居高不下，哪怕你犯下最微不足道的一个小错，都会被招聘经理拒之门外。

Minor missteps can derail your search. With U.S. joblessness still rampant, numerous hiring managers are knocking applicant s out of the running over the slightest mistake.

去年冬天，体育用品销售主管丹尼尔?奥博菲尔在招聘营销经理时就这么干过。有一位女性应聘者四次叫错了他的姓──他纠正过她三次（是“奥博菲尔”而不是“奥博格菲尔”），奥博菲尔后来就不再考虑她了。他们在某个网站公布了这个年薪8万的招聘信息后，吸引了400多位应聘者，最后有40人接受了他的面试，这位女士便是其中之一。That's what sporting-goods sales executive Daniel Obergfell did while seeking a marketing manager last winter. He rejected one contender for mispronouncing his surname four times -- after correcting her thrice. (His last name actually is pronounced 'Oberfell,' with a silent 'g.') She was among 40 people he interviewed for the $80,000 post, which attracted more than 400 prospects from one online listing.

奥博菲尔说，“你要跟这么多人竞争一个工作机会，可能会很紧张，会有一些反常的表现。”尽管如此，他说，当这位女士屡次念错他的名字时，他还是“无法摆脱”那种失望感。他说，“在我纠正了之后她还是没法念对我的名字，而且一次都没有念对，也许是跟紧张有关，但是很可能还有更深层的原因。”

'Your nerves cause you to do things you would not normally do when you must vie against many people for a job,' Mr. Obergfell says. Despite such sentiments, he explains, he 'couldn't get past' his disappointment over the woman's failure to pronounce his name right. 'Given she never really got it right -- even after being corrected, told me it was probably started with nervousness, but the issue more than likely ran deeper than that,' he says.

如今有越来越多的求职者会在面试时犯些小错。新泽西州PrincetonOne猎头公司总裁兼CEO凯姆皮斯说，“得到了面试机会的求职者中，最终未能如愿的人数比两年前多了20%，原因就在于他们在面试时因为高度紧张犯的一些小小失误。”

Small interview errors are becoming more common. 'Compared with two years ago, about 20% more candidates interviewed by our clients are not getting offers because of gaffes made due to their high anxiety,' says Dave Campeas, president and chief executive officer of PrincetonOne, an executive-search firm in Skillman, N.J.

康涅狄格州巨人职业中介公司（Goliath Jobs Inc.）市场营销与发展主管戴夫?麦扎派勒（David Mezzapelle）说，如今在面试时因紧张犯错的求职者比2006年翻了一番，因紧张而导致的无心失误让面试者失去了机会，使他们无法很好地展示自己的才能。

The incidence of nervous job candidates has doubled since 2006, causing some to commit careless mistakes that 'ruin their chances because they didn't present themselves well,' says David Mezzapelle, director of marketing and development for Goliath Jobs Inc. in Stamford, Conn.

如何解决这个问题呢？为面试做更充份的准备吧。除了基本的信息搜集之外，你还需要多做一些角色扮演的预习，对潜在雇主的企业文化进行深入的了解，从雇主的角度思考自己的技能是否符合职位的需求。海德思哲国际公司高级招聘经理杰勒德?罗奇）的建议是，“一定要提高警惕。面试无小事。”

The best solution? Prepare better for interviews. Added legwork should include extensive role playing, thorough homework about a possible employer's culture and an empathetic sense of how your skills match its needs. 'Turn your dial up on sensitivity,' suggests Gerard Roche, senior chairman of recruiters Heidrick & Struggles International Inc. 'The little stuff counts.'

以下是应聘者最可能因小失大的五类问题：

Here are five danger zones where small slip-ups could damage your chances:

着装。Your attire.

一位中年女士应聘德克萨斯一家小镇医院的首席财务长，她的简历很吸引人。在接受医院CEO面试时她穿了一件领子偏低的上衣，当她身子前倾时，对方隔着桌子看到了她胸部那个黑色的美洲豹文身。

A middle-aged executive with an impressive resume wore a slightly low-cut blouse during her interview with the head of a hospital in a small Texas town. Leaning across his desk, she revealed a black panther tattoo on her breast.

这位CEO最终拒绝了这位女士，他后来告诉安排此次面试的猎头、Kaye/Bassman 国际公司合伙人布拉德利?G.理查森（Bradley G. Richardson），“董事会以及医院都不能接受拥有这个职位的人身上有”那么一个大号文身。

The CEO nixed her for the finance chief's role. The large tattoo 'would not fly with the board members and the community for someone in that position,' he told Bradley G. Richardson, a partner at recruiters

Kaye/Bassman International Corp., which handled the search.

用餐礼仪。Your meal etiquette

多数求职者都知道，不要点吃起来很麻烦的东西，除此之外，时间的控制也是非常重要的。一位新近毕业的大学生想要进入中西部一家大银行工作，要去一家餐厅接受集体面试，不过他迟到了。等他赶到餐厅时，面试官和其他应聘者都已入座。

Most job seekers know not to order messy food. Your timing matters, too. Hoping to join a big Midwestern bank, a recent college graduate arrived late for a group interview at a restaurant. Officials and fellow candidates already were seated.

这家银行的商务礼仪顾问芭芭拉?帕赫特说，这位迟到者“点了菜单上最贵的菜，菜上来之后便开吃起来，其他有些人的菜还没上来呢，他就已经吃完了。”这些情况她是通过一位成功通过此次集体面试的应聘者了解到的，后者后来参加了芭芭拉为该银行开设的一堂礼仪课。她说，那位迟到者最终没能获准参与银行的管理培训项目，他在用餐时的糟糕表现是最主要的原因。

The latecomer 'ordered the most expensive item on the menu, ate and finished his meal before others were served,' recalls Barbara Pachter, a business-etiquette specialist who advised the bank. She learned about the young man from a successful attendee at the group dinner who participated in an etiquette class that Ms. Pachter led for the bank. She says poor manners were the main reason the bank spurned the latecomer for its management-training program.

是否可以变通。Your tactfulness.

新近退休的丹?彭斯原先是一家技术管理咨询公司的执行副总裁，也是《最初60秒：在面试开始之前便稳操胜券》一书的作者，他在面试时经常会问应聘者，他们是否愿意在收到录用通知之前先来上班，很多人都回答需要等几周之后，因为他们要等公司的通知。

As an executive vice president of a technology management consultancy, Dan Burns often asked promising prospects when they could start work before he made an offer. They often said they weren't available for weeks because they needed to give notice.

他说，“这个回答是招聘经理最不乐于听到的。”他提醒应聘者，你必须给雇主这样一个信息：你对工作本身也同样有兴趣，否则就很可能会抹杀掉自己入选的机会。收到录用通知后，再协商到岗日期时你的形势就更有利了。

'That's the last thing a hiring manager wants to hear,' says Mr. Burns, a recent retiree and author of 'The First 60 Seconds: Win the Job Interview Before It Begins.' You risk killing your candidacy unless you tell an interested employer that you're equally interested in the job, he cautions. Once you get an offer, you're in a better position to negotiate your arrival date.

汗流浃背去面试？Your sweat.

几年前的一个夏天，彭斯手下的一位项目经理去一家需要咨询顾问的公司接受面试，他下了火车之后跑了12个街区，赶到客户的公司。彭斯在客户办公楼的大堂里等到了这位项目经理，他回忆道，“这个家伙热得满头大汗，问我这家公司有没有可以冲澡的地方，他想在面试前先冲一下。他的白衬衣上汗渍斑斑。”

A project manager hired by Mr. Burns a few summers ago jogged 12 blocks from a train station to the office of a client that was considering the recruit for a consulting gig. 'Overheated and soaked, he asked if the company had shower facilities that he might use before the interview started,' remembers Mr. Burns, who met the project manager in the lobby of the client's building before the interview. 'You could see the sweat

stain on his white shirt.'

The company lacked showers and executives refused Mr. Burns's request to reschedule the meeting. They chose a different consultancy for their project.

彭斯后来警告这位项目经理，“一定要提前做好计划。”下一次去见委托人时他提前一个小时就到了，而且，彭斯补充道，“他没有汗流浃背。”

你的风度和举止。Your deportment.

举止不当会导致一些问题。高登的工作是帮助客户遴选高级职位的应聘者，她很不喜欢那些面试之后把一只手搭到她肩膀上的男士。她说，这种居高临下的身体接触，其意味便是“谢谢你的宝贵时间，宝贝。”

Inappropriate behavior can cause problems. Ms. Golden, who helps companies screen top-level candidates, dislikes male ones who put a hand on her shoulder following an interview. The patronizing touch comes across as ''Thanks for your time, sweetheart,'' she complains.

7月份，在巨人公司的一次面试中，一位豪情万丈的营销经理疯狂地挥舞双手，以表达自己对新工作的满腔热忱，把他自己那个密封水杯都给撞翻了两次。实习生送来咖啡后，这位应聘者张开双臂表明自己在工作中会全力以赴，结果又把咖啡杯给碰倒了，会议桌上淌满了咖啡。麦扎派勒说，“他很有激情，但是实在是太过了。”

During a July interview at Goliath Jobs, an aspiring marketing manager waved his hands wildly to demonstrate his enthusiasm for the job. The gesturing prospect knocked over his sealed water bottle twice. An intern soon served coffee. Extending his arm to show how far he'd go for a sale, the man toppled the mug. Coffee covered the conference table. 'He was very passionate, but way too much,' Mr. Mezzapelle says. 不过他还是得到了这份工作──因为他有一些很有说服力的推荐信。不过11月他便辞职了，因为对佣金不满。

The man nevertheless landed the job -- thanks to strong reference s. But he quit in November, frustrated by his scant commissions.

麦扎派勒说，“他对这个行业一无所知，没有办法做好销售。”如今回想起来，麦扎派勒意识到，那些神经质的手势“表明这个人对自己的能力缺乏信心。”他很后悔自己当初做出了雇用此人的决定。

'He could not handle sales in an industry he knew nothing about,' Mr. Mezzapelle says. In hindsight, Mr. Mezzapelle realizes the anxious hand waving 'displayed a lack of confidence in his abilities.' He regrets hiring the unemployed man.

揭秘剩男们的六大经典单身理由

You're single--a heat-seeking bachelor, committed to no one inparticular, able to party like John Belushi and sleep until noon withno one underfoot to tell you to do otherwise. It's a great life, andwhy shouldn't it be?

假设你是单身——一个热衷艳遇的单身汉，那么你既不需要向谁负责，又可以像John Belushi那样狂欢，还可以一觉睡到自然醒，太阳照到屁股也没人管。多美妙的生活啊，难道不是么？

1.You can take the time to find the right woman

你有足够的时间来寻找合适的女人

One of our reasons for staying single is that you can afford to wait for your true soul mate (if one even exists) to pop into the picture.You can take the time to casual ly wade through the barracuda-infested waters of the dating pool and set your hook for the prize catch.

单身理由之一，你可以等待，直到真正的心灵伴侣出现(如果存在的话)。面对遍布荆棘的婚姻之路，你可以耐下性子，放长线，钓大鱼。It's sad to say, but too many guys get hitched for the wrong reasons,like they've reached a certain age, all of their friends are getting married, and they haven't been successful at dating and this woman is the first to show interest.

很遗憾的是，有太多人因为错误的原因选择结婚。比如说，到了某个年龄，或是朋友们都结了婚，又或是情场屡屡失意后终于碰上一个对自己表现出兴趣的女人。

2.You can focus on your career

你可以更加重视你的事业

Our No. 2 reason for staying single is that you can enjoy the opportunity of building your career without draining the tons of energya permanent relationship entails. You remain free to put in long hours,work on the weekends or do whatever else you have to do to besuccessful. This is especially true if you're working in any kind oftime-demanding field, such as medicine, law or entrepreneurship.

单身理由之二，你可以尽情打拼事业，无需为婚姻心力交瘁。你可以投入大把时间，在周末工作，或是做那些可以让你有所成就的事情。尤其当你的工作很费时间，例如从医、从事法律工作或是做企业家，这一条就更加重要。

3.You can do what you want, when you want

无论何时，你都可以做你想做的事

When you're single, the world is your oyster. You can pick up and gonanywhere you want, do anything you want, any time you want. No one is in the background nagging at you to do chores, go shopping, or "growup."

如果你是单身，那么整个世界尽在掌握。不论何时何地，你可以从心所欲。没人摧着你干家务或去逛街，也没人要你“别耍孩子气”。You're absolute ly free to hang out with your buddies, party until dawnand find plenty of time for your personal interests and hobbies. Bestof all, you have the luxury of being all by yourself, if you feel likeit。

你可以尽情和弟兄们出去狂欢至天明，留出足够时间从事兴趣爱好。最妙的是，你可以做你欢的自己。

4.You can enjoy a sexual smorgasbord

你有更多机会一夜风流

One of the best reasons for staying single is that you're not stuck with the same sex partner for the rest of your life. The dating universe is yours to conquer. You can happily sample all the different fare at the sexual buffet, and keep your taste buds primed for the next dish being served.

单身理由中最具吸引力的一条，你无需和某个固定的性伙伴度过下半辈子。情场就躺在你的脚下。你可以遍尝鱼水之欢，时刻性致盎然。What's more, you never have to wrestle with sexual boredom or lack ofvariety (and you'll be the envy of all your married friends).

此外，你不用担心会对千篇一律的交欢方式索然，并会让有妇之夫们眼红。

5.You can build wealth

你可以积累财富

Staying single means not being forced into buying a 10,000-megawat tdiamond ring (so your fiance can impres s her friends with the huge price tag) or any of the other bloodsucking financial drains that marriage entails, for that matter. 坚持单身，意味着你不必硬着头皮去买天价钻石(以便你的未婚妻在朋友面前炫耀)，也免得被婚姻慢慢榨干血汗钱。

By staying single, you're not legally or financially obligated toanyone but yourself. But once you John Hancock the dotted line on that marriage contract, she has you by the balls forever.

坚持单身，金钱和法律方面你只需对自己负责。而一旦在那张白纸上签下黑字，她这辈子都靠你养了。

6.You can enjoy serenity

你可以享受宁静

Another reason for staying single is that being alone means peace andquiet. When you don't live with a woman, you're not subjected to her never-ending mood swings and emotional storms, or her blaming you for every thing that she screws up in her life.

另一个单身理由是，你可以享受到宁静。和女人生活，你就得接受女人的喜怒无常，女人的火山爆发，女人做错事情却让你跪搓衣板。And, of course, no fight s. As long as you keep her as a casual girlfriend and not a wife, if she gets too uppity you can simply walk away, free and clear。

此外，没有爆发战争的危险。只要她是你普通的女友而不是妻子，一旦她让你不爽，分手就是了，一清二白。

春节PK情人节：家人还是恋人？(双语)

Local young people are facing a rare dilemma of the heart next month when Chinese New Year's Day occurs at the same time as Valentine's Day:

春节和情人节撞车，年轻人都犯愁了。

Spend the holiday with your family or with your lover? Many saying they'll try to do both.

是和家人一起过节，还是陪自己的另一半？很多人说要两面皆顾。

Chinese New Year's Day, or the Spring Festival, is a traditional day for family reunions.With its arrival this year on February 14, the topic, "To be with your parents or your lover on the day," is arousing hot discussion on online forums. 中国的传统春节一向是合家团聚的日子。今年春节正好在二月十四日，各大论坛上“陪情人还是陪家人”的讨论早已热火朝天。

On a local parent-child forum https://www.wendangku.net/doc/a39342443.html,, most participants said they will try to strike a balance.

在上海一家论坛https://www.wendangku.net/doc/a39342443.html,上，许多参与讨论者都说不能厚此薄彼。

"I'll go to visit my grandparents' home with my parents during the daytime, and then go out dining with my boyfriend in the evening," said an ID "piao" on the forum.

一个名为“飘”的网友说道：“我会在白天和父母去爷爷奶奶家过年，晚上和男朋友出去吃饭。”

Some young men said they would take their girlfriend home to have dinner with parents on the Chinese New Year's Day. 一些男士表示会带女朋友回家过年。

Some hotels and restaurants said they will promote Valentine packages starting at the end of the month so young people can have a Valentine dinner ahead of time.

一些宾馆和饭店表示会在一月底就开始情人节促销活动，这样恋人们就可以提前庆祝自己的节日了。

The Shanghai Restaurants Association said restaurants which cover both family love and lovers' affection will win the market.

上海饮食行业协会认为能同时提供家庭聚会和烛光晚餐的餐馆将赢得市场。

"It will be satisfactory if the service and food can meet the needs of both seniors and young people," said the secretary general of the association.

协会秘书长说：“如果服务和食物能同时满足老人和年轻人的需要，就能皆大欢喜了。”

锁门还是不锁门：这也是个问题(双语)

The No Lock People: You may doubt their existence, particularly in big cities like New York, but people who do not lock the doors to their houses and apartments do exist — and in surprising numbers. A 2008 survey of 1,000 homes across the country reported that fewer than half of those surveyed always locked their front doors. And while people who habitually lock their doors are incredulous that others do not, those who don’t lock are surprised that anyone would be shocked by it.

不闭户一族：你也许怀疑他们的存在，尤其是在纽约这样的大城市，但世上确实有不锁门的人——人数还多得惊人。09年一项调查显示，1000户受调查的人家中居然只有少于一半的会锁门。那些习惯锁上门的人不相信有人不会这么做，而那些不锁门的奇怪为什么别人对此大惊小怪。

In fact, just as there are cat people and dog people, Mac people and PC people, there seem to be Lock People and No Lock People. And when a committed Lock Person lives in the same building as a No Lock Person, things can heat up.

其实，有爱猫人士和爱狗人士，有苹果机拥趸和个人电脑粉丝，自然也就有关门者和不关门者。当这两种人碰巧住一栋楼里，事情就大条了。

“It’s the height of na?veté,” says a New York businesswoman who identifies herself as a Double Lock Person. “I live in a high rise with a doorman, I’ve been there 15 years and I’ve never heard of a burglary in the building, but that has absolutely nothing to do with it —it’s common sense,” she says. “There is someone in my building who never locks her door. She has told the building s taff to just go in.”

“真是天真之极，”一位女性商业界人士自称是双保险一族，她如此说道，“我在一幢有看门人的大楼里住了15年了，从未听说过有发生入室抢劫，但这不是一回事——锁门是常识。这幢楼里有个人从来不锁门，她还告诉物业人员，直接进门就可以。”

The condo board sent this resident a letter notifying her, “If you are stupid enough to keep the door open and yell to anyone within hearing distance that the door is open, and anyone who hears it can go on in, the building isn’t going to be responsible for it” if anything happened to her belongings.

住户管理委员会给这位住户送了一封信，警告如果她的财物受损的话，“如果你蠢到敞开大门并喊得路人皆知，那么随便什么人都能进来，我们是不会对此负责的。”

The decision to lock or not lock is not always logical— often, it is based entirely on emotion. Locking or not locking, it would seem, has more to do with one’s internal geography than with the externals— or the stories one tells oneself:

锁不锁门的决定不一定总是明智——有时候那全由心情决定。是锁，还是不锁，似乎受心理环境的影响大于外部环境——或者受自我暗示的影响：

I am a free and easy person who is more concerned that my house is open to any friend who wants to drop by than with possessions. I live in a fine building in which people know and respect one another and there is no need to lock my door. I live in a building in which we are all good friends, and if someone who has a few too many drinks walks in by mistake one night and falls asleep on the couch, it’s a good story that proves what a friendly place this is.

我是一个自由而随和的人，我关心的不是我的财产，而是我的朋友，我希望他们能想来就来。我住在一幢安全的大楼

里，人人互相熟识并互相尊重，没必要锁上大门。如果谁哪天晚上喝多了，迷迷糊糊走错门，在我家沙发上睡了一觉，这能很好地证明我家是一个多么友好的地方。

国际融资重新启动

Businesses and governments around the world have rushed to raise tens of billions of dollars from bond markets, embark ing on a frenetic round of new year fundraising amid fears that interest rates are set to jump.

由于担心利率上升，全球各国企业和政府纷纷涌入债券市场募集巨额资金，从而启动了新一轮的新年融资狂潮。

A flurry of issuers including Sir Richard Branson's Virgin Media, BMW and Manchester United football club, turned to the capital markets yesterday aiming to raise more than $20bn.

包括李察?布莱信爵士(Sir Richard Branson)旗下的维珍媒体(Virgin Media)、宝马(BMW)以及曼联俱乐部(Manchester United)在内的众多发行方昨日转向资本市场，计划融资200多亿美元。

Poland and Mexico were among a number of governments that also tap ped international investors.

波兰和墨西哥等多国政府也已经选择了国际投资者。

So far this month, more than $75bn has been raised, more than two-thirds of this by financial institutions trying to repair their balance sheets in the wake of the economic crisis.

本月迄今为止，总融资额已超过750亿美元，其中三分之二以上为金融机构发行，在经济危机之后，它们试图修复自己的资产负债表。Investors are expecting a spurt of issuance this week by junk-rated European companies, a sector of the bond market that was frozen for much of last year. Last week, the US corporate bond market had its second-ever busiest day.

投资者预计垃圾级欧洲企业的债券发行本周将出现井喷，在去年的大部分时间里，债券市场的这一领域都处于冻结状态。上周，美国企业债券市场迎来了有史以来第二繁忙的交易日。

Wayne Hiley, of Barclays Capital, said a recent rally in the corporate bond markets had lowered the interest rate premium to government bonds that businesses pay. That has encouraged a wave of opportunistic borrowing.

巴克莱(Barclays Capital)的韦恩?希利(Wayne Hiley)表示，企业债券市场近来的反弹，降低了企业向政府债券所支付的利率溢价。这推动了一波出于机会主义的借贷。

“There are issuers who are saying ‘let's take advantage of this' even if they hadn't planned to come to the market until late r on,” he sa id.

他表示：“有些发行人说‘让我们充分利用这种形势'，尽管他们此前并不打算这么早进入市场。”

Companies usually aim to sell bonds early in the year when investors have fresh funds and before many companies enter a “purdah” period ahead of e arnings announcements.

企业通常计划在年初发行债券，因为此时投资者手中握有新的资金，且许多企业尚未进入发布业绩前的“朦胧”期。

However, the current round of capital raising is particularly intense and reflects concerns about the global economy and likely path of interest rates.

不过，眼下的这波融资潮尤为剧烈，反映了人们对于全球经济及可能的利率走势的担忧。

记住这十条，人人是美女

Some people don't feel great about the way they look, so they just hide themselves and feel awful. Well, read on and become confident in your looks.

很多人不满意自己的长相，因此总会在内心感觉很自卑。没关系，看看下面的内容，它们会让你变得自信起来。

1. Remember that what people think of you doesn't matter a bit. The important is what you, and only you, think of yourself. 要记住，别人对你的看法并不重要，重要的是你就是你，任何人替代不了。

2. Be natural when made up 化自然裸妆

Although make up can do wonders for a person, it can make you look fake or tacky if done the wrong way. Remember, less is more when it comes to make up, and if you really know how to do it, it will make you more glamorous on the outside.

化妆可以很大地改变一个人，但化不好也会让你变得虚假俗气。因此，妆容以淡为好。知道该怎么化妆之后，你看起来会更加魅力四射。

3. Accept the way you are. 接受自己。

No matter if your hair is curly, straight, wavy or if you're skinny or fat. Whatever you are, you will always have something beautiful in you.

无论你是直发还是直发，胖子还是瘦子，你就是你，唯一的你，拥有独特美的你。

4. Just because you are confident in yourself doesn't mean you must be cocky. Always be kind to people and make them feel good around you, because that's what makes you truly attractive.

自信不等于狂妄自大，善待身边的人。友好可以增添你的魅力值，让别人喜欢围绕在你的身边。

5.Get a new wardrobe. 买一个新衣柜。

Stop, look at your wardrobe and think: is that the style I want? Do I like wearing these clothes? Depending on the answers, you could go out and buy new clothes that suit you and your style, clothes that make you feel comfortable and good-looking.

不要再站在衣柜前问自己：那是我的风格么？我喜欢穿那些衣服么？必要的时候，依着自己的心意去买合适的喜欢的风格。

6. Know that skin and hair care are really important. Make sure to always clean your skin. Wash your hair twice a week and make sure it really smells good.

保护好头发和皮肤很重要。永远保持自己的皮肤干净，每周至少洗两次头发，并且确保头发没有异味。

7. Pamper yourself. 纵容自己

Take a bubble bath, splurge on a new perfume or outfit, get a manicure. If you set aside some time out of your busy week to do these things, you will feel good, and when you feel good, you feel more confident.

洗个泡泡浴，用一款新的香水，买一套新的衣服，修指甲……每周花一点时间做这些事，你会感到相当开心。而且当你感觉良好的时候，你就会更加自信。

8. Let yourself know how beautiful you are. 告诉自己你是最漂亮的。

Stop in front of the mirror and smile, see how good you look with your new clothes and nice skin and hair, tell you how pretty you look, how smart and good-looking you are. Look at photos of yourself. Often this will give you a kinder perception of the person you really are.

站在镜子前微笑，告诉自己面前这个穿着新衣服，有着光洁肌肤和美丽头发的自己是多么得美丽。看看自己的照片，经常这么做会让自我认知更近一步。

9. Don't try to be someone you're not; be your own beauty.

不要尝试不适合自己的风格，你有你自己的风格和美丽。

10. Having "inner beauty" is just as important as being outwardly beautiful. Being beautiful on the inside will show you are a very special girl not worth losing.

拥有内在美和外在美同样重要。拥有内在美，让身边的人感受到你的与众不同和重要性。

男人比女人还八卦！

A study has found that men spend an average 76 minutes a day tittle-tattling with their friends or work colleagues, compared to just 52 minutes for women。

一项调查发现，男人每天与朋友或同事闲聊的时间平均为76分钟，而女人仅为52分钟。

Favourite topics include the antics of drunken friends, old school friends, and the most attractive girl at work。

其中聊得最多的话题包括朋友喝醉后的滑稽丑态、老校友以及漂亮的女同事等等。

The poll of 5,000 people was conduct ed by global research company.

这项共有五千人参与的民调由全球调查公司开展。

It found the office is the prefer red place for men to exchange gossip, whereas women prefer to confide in their friends from the comfort of their own home。

调查发现，男人最爱在办公室里闲聊，而女人则更爱在自己舒适的家中与朋友互聊心声。

A third of men are happiest when chatting with work colleagues, and 58 per cent admit that being a gossip makes them feel "part of the gang".

三分之一的男士与同事闲聊时最开心，58%的人坦称参与“八卦”让他们觉得自己是“组织的一部分”。

And for 31 per cent of men, having a gossip with their partner is actually better than sexual relations。

31%的男士称与伴侣闲聊其实比性接触感觉更好。

Other topics good for male chat include the local news agenda, rumours about possible relationships in the office or the boss, promotions, sex and salaries。

男人们爱聊的其它话题包括当地最近发生的新闻、办公室恋情传闻或者上司、晋升、性以及薪水等。

A spokesman for Onepoll said: "It is common ly believed that women are the ones who love to spread rumours, and gossip about their friends behind their backs。

Onepoll的一位发言人称：“普遍观点认为，女人爱散播谣言以及在背后议论朋友。”

"But this poll proves that men aren't as bad as women, they're worse! Men just love a bit of scandal, and will do anything they can to be centre of attention with their colleagues and peers。

“但这项民调证明，与女人相比，男人是有过之而无不及！男人爱中伤别人，而且会尽其所能成为同事们关注的焦点。”

"At the end of the day, hot gossip spices up what would otherwise be another boring day at the office."

“最后，热议的八卦话题为原本无聊的一天增加了乐趣。”

Women also love to talk about news, but rather than focusing on politics or government issues, news about soap operas and celebrities are more likely to cause a debate.

女人们也爱谈论新闻事件，但政治或政府事务并非她们关注的焦点，肥皂剧和名人更容易引起她们的讨论。

And any type of relationship is up for discussion--whether it is their own, their friends, their friends' friends or their bond with their mother-in-law。

而且任何类型的人际关系都可成为女人们谈论的话题——无论是她们自己的、朋友的、朋友的朋友的还是婆媳关系。

More than half of women openly admit to regular ly discussing the ins and outs of their private lives with their friends。超过一半的女性坦称她们常与朋友谈论自己的私人生活。

But whereas men's discussions are more influenced by what is happening at work, women are more inclined to take note of celebrity lifestyles, soap gossip and other people。

而男人谈论的话题则更多地受到工作中发生的事情的影响，女人们则更关注明星的生活、肥皂剧和其他人。

A spokesman for Onepoll continued: "Although they discuss very different things during their gossiping session s, men and women agree on one thing--talking with mates, work colleagues or partners makes them feel like they belong."

Onepoll的发言人说：“尽管男人和女人闲聊时的话题大不相同，但他们在一点上是一致的，那就是与朋友、同事或伴侣聊天会让他们有归属感。”

附上男女八卦的话题：

MEN'S GOSSIP TOPICS

男人们的八卦话题

1. Drunken friends

喝醉的朋友

2. News

新闻

3. Old school friends

老校友

4. Female colleagues at work

女同事

5. The sexiest girl at work

漂亮女同事

6. Spreading rumours

传闻

7. Promotions

晋升

8. Sexual relationships

性关系

9. Salaries

薪水

10. The boss

老板

WOMEN'S GOSSIP TOPICS

女人们的八卦话题

1. Other women

其他女人

2. News

新闻

3. Relationship problems

恋爱或婚姻话题

4. Other people's relationships

其他人的恋爱或婚姻话题

5. Sexual relationships

性关系

6. Friend's weight gain

朋友的体重

7. Soap operas

肥皂剧

8. Other women's boyfriends / husbands

朋友的男友/老公

9. The mother-in-law

婆婆

10. Celebrities

名人

Time to get tough 刚毅此其时

The Obama presidency, one year on

奥巴马就任总统一周年

Time to get tough

刚毅此其时

Barack Obama’s first year has been good, but not great—and things are going to get a lot harder

奥巴马就任第一年表现尚可，但并不出色，而且面临的挑战将棘手得多

HOW far away it seems, that bitingly cold, crystal-clear morning when almost 2m people filled the Mall from Capitol Hill to the Washington Monument to hear the new president talk of the victory of hope over fear, of unity of purpose over conflict and discord. Recalling the dark days of the war of independence, he pledged, like George Washington, that in the face of common danger Americans under his leadership would come forth to meet it. One year on, how well has he done?

无论多久远，人们都能记得那个早晨，寒气刺骨，天廓澄明。从国会山到华盛顿纪念碑之间，近二百万人聚集在国家广场，聆听新任总统演讲。他谈到以希望战胜恐惧，以万众一心克服纷争龃龉。忆及独立战争时的黑暗岁月，他与当年的华盛顿一样做出保证：在共同的危险面前，他将带领美国人民向前迎战。时已一年，他做得如何？

Not too badly, by our reckoning (see article). In his first 12 months in office Mr Obama has overseen the stabilising of the economy, is on the point of bringing affordable health care to virtually every American citizen, has ended the era of torture, is robustly prosecuting the war in Afghanistan while gradually disengaging from Iraq; and perhaps more precious than any of these, he has cleared away much of the cloud of hatred and fear through which so much of the world saw the United States during George Bush’s presidency.

在我们看来（见有关文章），还算不错。上任第一年，奥巴马主导了经济企稳；正推动可负担得起的医疗改革，这实际上将惠及每位美国公民；终结了酷刑时代（注1）；逐步从伊拉克撤军，同时积极推进阿富汗战争；最难能可贵的是，在布什任内，多少世人对美国充满怨怼与疑惧，他几乎已驱散这片乌云。

More generally, Mr Obama has run a competent, disciplined yet heterodox administration, with few of the snafus that characterised Bill Clinton’s first year. Just as important have been the roads not taken. Mr Obama has resisted the temptation to give in to the populists in his own party and saddle Wall Street with regulations that would choke it. He has eschewed punitive taxation on the entrepreneurs who animate the economy; and he has even, with the notable exception of a boneheaded tariff on cheap Chinese tyres, turned a deaf ear to the

siren-song of the protectionists. In short, what’s not to like?

从更广意义上看，奥巴马的政府班子虽有些另类，但力堪其任、纪律严明，少见克林顿上台第一年的混乱局面。同样重要的是，他有所不为。奥巴马顶住压力，不向民主党内的民粹派让步，未向华尔街施加足以遏其发展的规章措施；他未向那些能激活经济的企业家征收惩罚性税款；而且，除对中国廉价轮胎拙劣地加征关税这一明显例外，他对保护主义者的聒噪置之不理。简言之，还有什么不好么？

Only one thing, really; but it is a big one, and it is the reason why most of the achievements listed above must be qualified. Mr Obama has too often remained above the fray, too anxious to be liked, and too ready to do the popular thing now and leave the awkward stuff till later. Far from living up to the bracing rhetoric of his inaugural, he has not been tough enough. In this second year of his presidency, to quote his formerly favourite preacher, his chickens will come home to roost.

实际上，只有一点。但这非常重要，而且就因为这点，上述绝大多数成绩便有了瑕疵。奥巴马太过超脱于争执之外，太过急于被认可，太过乐于做受欢迎之事，而将难点留待以后解决。他不够刚毅，就职演说中令人鼓舞的言辞远未兑现。借用奥巴马曾最信服的宗教导师的话来说，他在任期第二年将“自受其害”。（注2）

It could have been so much better

本应好得多

At home Mr Obama’s dangerous diffidence explains why the health bill that now seems likely to pass, while on balance a good thing rather than a bad one, is still a big disappointment. Yes, it makes provision for tens of millions of Americans who lack insurance, and many more who fear being cast into that boat should they lose their jobs. But it is expensive, and it takes only hesitant steps in the crucial direction of cost control. Constantly rising health-care charges threaten the entire federal government with bankruptcy. So it is tragic that the most comprehensive health reform in generations does so little to tackle this problem. Yet that, alas, is exactly what you would expect to happen if a president leaves the details to be written by Democrats in Congress, barely reaches out to the admittedly obstructive Republicans on issues such as tort reform, and remains magisterially aloof from much of the process.

在国内，奥巴马踌躇不决危害甚大。正因如此，虽医改议案总的来看利大于弊，有望通过，但其内容仍令人十分失望。在美国，数千万人没有医保，另外很多人担心一旦失业就会加入这一大军。该医改方案的确为这些人提供了保障，但耗资甚巨，而且在至为关键的未来开支控制上进退犹疑。不断攀升的医疗费用使整个联邦政府有破产之虞，因此，这个几代人以来最为全面的医改方案对该问题几无所涉，实在堪忧。但是，若一个总统将医改细节交由民主党议员制订，在侵权法改革等方面又不与显然持反对态度的共和党人协商，而且大多数情况下傲然游离于整个过程之外，哦，那结果也就只能如此了。

Mr Obama’s failure to take on the spend-alls in his own party will cost him politically. His ratings are falling, and in November’s mid-term elections he looks likely, at the very least, to lose his supermajority in the Senate. Some critics argue that instead of focusing on health, he should have concentrated on jobs (the unemployment rate is two points higher than the 8% peak he predicted). That seems unfair: health care was the core part of his campaign and something America had to tackle. What has spooked the voters is the sheer cost of the scheme—and the idea that Mr Obama is unable to tackle the deficit.

奥巴马未能控制民主党内肆意浪费预算者，这将令其付出政治代价。他的支持率正在下降，在今年11月的中期选举中，看起来极有可能至少会失去在参院的绝对多数。有些批评者认为，他不应专注于医改，而应集中精力解决失业问题（奥巴马曾预测失业率最高达到8%，但现在失业率已超过10%）。这种批评似不够公允：医改是奥巴马竞选时的核心议题，也是美国必须解决的问题。吓倒选民的是医改方案的巨大投入、以及奥巴马没有能力解决相关预算赤字的想法。

They are right to be worried. The national debt is set to reach a market-rattling $12 trillion by 2015, more than double what it was when Mr Obama took over. It made sense for the government to pump money into the economy in 2009; but this year Mr Obama must show how he intends to deal with the debt. So far, he has not offered even an outline of how he intends to do so. Because he failed to be harsh with congressional Democrats (whose popularity ratings, incidentally, were a fraction of his), he will now have to do more with Republicans.

选民们感到忧虑也情有可缘。到2015年，美国国债肯定会达到令市场不安的12万亿美元，这一数字是奥巴马就任时的两倍还多。2009年，政府为挽救经济而注资合情合理，但奥巴马今年必须表明，他准备如何解决有关债务问题。迄今为止，他甚至尚未提出拟如何解决问题的框架。因为他对民主党议员（顺便提一下，他们的支持率也部分上是奥的支持率）不够强硬，现在就不得不对共和党人强硬。

Not by carrots alone

不能只用胡萝卜

This same reluctance to get tough, or even mildly sweaty, is felt in America’s dealings with other nations. His long-drawn-out decision on Afghanistan mirrored that on health care. Yes, by sending more troops, he did more-or-less the right thing eventually. But it seemed as if the number of troops was determined by opinion polls, rather than the mission in hand. And the protracted dithering was damaging to morale.

奥巴马这种不愿强硬、甚至不愿稍显粗鲁的态度，也体现在美国对外交往中。他在阿富汗增兵问题上迁延日久才做出决定，与医改问题差堪比拟。不错，他最终做出向阿增兵的决定；决定基本正确，但增兵数量似由民调、而非现实任务确定。他对该问题长期犹豫不定也影响了士气。

Mr Obama has been on a goodwill tour of the world, proffering the open hand rather than the fist. Yet he has nothing much to show for it, other than a series of slaps in the face. Israel dismissed his settlement freeze. Going to China with human rights far down the agenda and the Dalai Lama royally snubbed seems to have done Mr Obama no good at all, judging by the fiasco that was the climate-change summit in Copenhagen. Co-operation between the “G2”was supposed to help fulfil Mr Obama’s grandiose promise that his presidency would be “the moment when…our planet began to heal”. Hitting the reset button on relations with Russia has produced nothing more than a click. Offering engagement with the Iranians was worth a go, but has produced nothing yet. This generosity to America’s enemies also sits ill with a more brusque approach to staunch allies, such as Japan (see article), Britain and several east European countries.

奥巴马带着善意出访他国，向外界张开双手而非攥紧拳头。但除挨了几记耳光之外，并无他物可展示其善意。他要求以色列停止修建定居点，遭到拒绝。他访问中国时，将人权问题置于议题最后并在很大程度上忽略了达赖问题，但从美国在哥本哈根气候峰会上遭受的惨败看，他似乎未获丝毫回报。（与此形成对照的是，）他誓言，在其任期内，“将开始…治愈我们星球所受的创伤”，他本以为（中美）“两国集团”间的合作将助其实现这一宏大承诺。他重启与俄罗斯关系，结果仅听到按钮的一声响而已。（注3）他提出与伊朗接触值得一试，但迄无成果。对美国敌人的这些做法称得上慷慨，但与其对日本（见有关文章）、英国与几个东欧国家等美国坚定盟友的草率无礼形成鲜明对比。

Some worry that Mr Obama will always be a community organiser, never a commander-in-chief. In fact he did not get to the White House by merely being nice, but by being bold and often confronting awkward subjects head-on. It is not too late for him to toughen up. Firm talk about the budget in his state-of-the-union message would help. Now that the administration’s priority has shifted from engaging Iran to imposing sanctions, Mr Obama may be able to apply the stick and not the carrot. He is due to see the Dalai Lama. He might even, if he can relearn the virtues of bipartisan dealmaking, bully a climate-change bill through Congress. But this will all be a lot more difficult than anything he did in his first year.

有些人担心，奥巴马一直摆脱不了社区组织者的身份，永远成不了统帅。实际上，他入主白宫不仅凭为人亲善，还靠勇气、以及常常直面艰险勇往直前。对奥巴马而言，强势起来尚为时不晚。在今年的国情咨文中以更坚定的言辞谈及预算将有助益。既然政府的首要目标已从接触伊朗转为施加制裁，也许奥巴马能挥舞起大棒而非胡萝卜。他理应会见达赖喇嘛。如果能重学两党妥协达成协议的好传统，他甚至可以推动在国会通过气候变化法案。但是，所有这些都将比他上任头一年所做的工作困难得多。

注1：估计指关闭关塔那摩基地

注2：此处的导师应指与奥巴马关系亲密的黑人牧师赖特。九一一事件后，赖特曾于2001年9月16日在布道时表示，美国对广岛与长崎投原子弹的伤害超过世贸中心与五角大楼被袭，美国支持对巴勒斯坦和南非黑人的国家恐怖主义，如今自作

自受。

注3：美俄两国外长煞有其事地弄了个标有重启字样的大模型。

世博会开闭幕式方案出炉(双语)

The opening and closing ceremonies of the 2010 Expo will be spectacular - but different in style from those of the 2008 Beijing Olympics, Shanghai's deputymayor said yesterday.

昨日上海副市长告诉说，世博会开闭幕式将十分精彩——但与北京奥运会的风格不同。

Instead of echoes of the Olympics, people should expect extravaganzas with plenty of Shanghai characteristics, Deputy Mayor Yang Xiong said at a press conference in Beijing yesterday.

副市长杨雄在昨日于北京召开的记者招待会上说，开闭幕式上的表演不会沿袭2008奥运会的风格，但相当有上海本地特色。

The Expo organizer has decided the opening ceremony will be held on the night of April 30 and the closing ceremony on October 31.

世博组织者已经决定于四月三十日举办开幕式，闭幕式时间则定在十月三十一日。

Rehearsals have started on some performances for the ceremonies, Yang said. He declined to elaborate on detailed plans for the ceremonies and invited people to watch them on television at that time.

一些表演节目的彩排已经开始，但杨雄拒绝透露具体细节，只邀请大家届时在电视上观看。

The events will take place indoors at both the Expo Center and Performance Center, as well as outdoors along the Huangpu River, the organizer has said.

室内演出将于世博中心和表演中心同步举行，黄浦江畔也会举办室外演出。

"The Expo organizer will spare no efforts to ensure a happy and safe World Expo to visitors from across the world," Yang said.

杨雄说：“世博组织者将不遗余力，以保证世界各地的参观者能尽情并安全地游玩。”

In answer to questions, Yang said he wasn't overly worried that Shanghai's image would be tarnished by locals wearing pajamas in public or speaking non-standard English.

在对一些问题的回答中，杨雄表示他并不担心市民穿睡衣上街或只能讲不标准的英语会有损上海的形象。

"We shall not take this phenomenon too seriously," Yang said at the press conference of the State Council Information Office.

在国务院新闻办公室举办的这场记者招待会上，杨雄声称：“我们不会太在意睡衣问题。”

Some Shanghai communities have seen volunteers confront pajama-wearers and urge them to put on something more appropriate for the outdoors.

一些上海的社区中已经出现志愿者，劝说穿睡衣出门的人换上合适的外出服装。

Yang didn't directly comment on those citizen campaigns, but said he believed Shanghai people will give up the habit gradually, especially after the 2010 event.

杨雄并未就这些志愿行动做出评论，但他认为上海人民会逐渐改变这些习惯，尤其在世博会之后。

As for non-standard English, Yang said most locals' spoken English will be fine for daily uses so long as foreigners can understand, but the city must avoid misleading signboard translations.

至于不标准的英语，杨雄认为市民的日常交际口语足够与外国人交流即可，但标识语的翻译应力求准确。

Yang suggested letting "Shanghai-style English" develop and improve gradually by itself.

杨雄建议让“海派英语”自由发展，自主改善。

At the press conference, Expo organizers outlined steps they're taking to ensure visitors' comfort.

记者招待会上，组织方还介绍了旨在确保游客舒适度、满意度的工作计划。

For example, they said visitors will find a shuttle bus station every 250 meters within the

5.28-square-kilometer Expo site, and buses will roll by every minute.

例如，5.28平方千米的世博园区内每隔250米就会有一个短驳公交车站，每隔一分钟发车。

Visitors will be no more than a five-minute walk from food stalls at any given time.

任何时间，游客与贩卖食物的摊点之间步行距离都不会超过五分钟。

Visitors can drink free and clean water every 100 meters. The site will have more than 2,000 taps in 95 locations - important, because water and other drinks will be banned at the entrance.

每隔100米既有免费卫生的饮用水提供。园区内95个地点共设有超过2000个饮水处——这些很重要，因为水和其他饮料是不允许带进园区的。

克林顿：相信海地还有明天(双语)

Ever since the first slave revolt by Haitians in 1791, the country has been beset by abuses caused from within and without. It has never been able to fulfill its potential as a nation.

自1791年海地第一次发生奴隶起义，这个国家经历了无数次国内外引起的动乱。它从未符合建立稳定国家的标准。But I think it can. Haitian immigrants do very well when they come to America or France or Canada. I've always thought that given the right organization and support, Haiti could become a self-sustaining and very successful country. I still believe that.

但我认为海地能够做到这一点。在美国、法国和加拿大的海地移民都表现得相当优异。我一直认为，在具备完善的管理和支持条件下，海地能够成为一个自给自足的繁荣国家。我现在仍然相信这点。

In order to stave off a disaster and get Haiti on its feet again, the world needs to respond in rapid and coordinated fashion. The focus first must be on search and rescue, and on meeting people's basic human needs.

想消除灾难带来的的影响，并帮助海地恢复正常，我们需要全世界做出迅速而协调的回应。首先，重心必须放在搜救工作上，以及为难民提供基本生存必需品。

We need to get as much equipment as we can into Haiti. The military is sending in helicopters, and there will probably be a need for it to supply some logistics and communications support. In fact, the U.N. system has already swung into action: it has offered $10 million in immediate emergency relief and organized food relief through the World Food Programme. 我们必须竭尽所能，向海地运送必要的设备。军方已经调动直升机运输，很可能我们还会需要后勤和通讯设施。事实上，联合国已经展开了行动：一千万美元的拨款已经批准用于急救，并通过世界粮食计划署准备了应急食物。

The international relief effort that followed the Asian tsunami of 2004 offers some lessons that can be applied in Haiti. First of all, there has to be national buy-in by the U.S. There has to be a national vision, and I think we have that. Secondly, coordination is really important both within the U.N. and among all the donor countries and nongovernmental groups. There are 10,000 nongovernmental organizations working in Haiti. We've got to all work together toward a common goal. We have to relentlessly focus on trying to build a model that will be sustainable.

2004年亚洲海啸后的国际援助工作为此次海地救援提供了不少经验。首先，美国对海地的支援必须得到全国认同。我们必须上下一心，我认为我们做到了这一点。其次，联合国内部以及所有救援国、非政府组织间的合作是很重要的。目前海地有一万个非政府组织在行动。我们必须一起向一个共同目标努力，坚持不懈为海地建立起一个能持久运行的机制。

I'm trying now to get organized to make sure not only that we get the emergency aid that Haiti needs but also that donors come through on their pre-existing commitments. We need to keep the private sector involved. Once we deal with the immediate crisis, the development plans the world was already pursuing have to be implemented more quickly and on a broader scale. I'm interested in just pressing ahead with it. 我目前正在努力确保有组织的工作，以便紧急救援能够及时到位，同时保证承诺提供援助的各方信守诺言。我们需要私人机构的帮助。当危机突发之时，我们这个世界所采取的发展计划必须在一个更大的层面上得到更快的实施。我很乐意加快实施这些计划。

Haiti isn't doomed. Let's not forget, the damage from the earthquake is largely concentrated in the

Port-au-Prince area. That has meant a tragic loss of life, but it also means there are opportunities to rebuild

in other parts of the island. So all the development projects, the agriculture, the reforestation, the tourism, the airport that needs to be built in the northern part of Haiti — everything else should stay on schedule. Then we should simply redouble our efforts once the emergency passes to do the right sort of construction in Port-au-Prince and use it to continue to build back better.

海地并未被毁灭。别忘了，地震带来的损失大部分集中在太子港附近，这意味着严重的生命损失，但也意味着我们能在其他地方重建海地。因此所有的发展项目，恢复农业、重建植被、旅游业、北部急需重建的机场——必须保持所有进展不变。灾难平息之后我们就只需加倍努力重建太子港，并建得更好。

Before this disaster, Haiti had the best chance in my lifetime to fulfill its potential as a country, to basically escape the chains of the past 200 years. I still believe that if we rally around them now and support them in the right way, the Haitian people can reclaim their destiny.

在地震之前，海地很有可能在我有生之年成为一个稳定的国家，摆脱过去200年间的骚乱和阴影。我现在仍然相信，只要我们不离不弃，帮助海地人民，他们还是能够改变自己的命运。

数字革命催生商学院新案例

Case studies are a favourite teaching tool of many business schools as a way of delivering their message to their MBA students. Case writers are always on the look out for topical events which can be used to illustrate the changing face of business.

案例研究是许多商学院钟爱的教学工具，通过它们把信息传递给工商管理硕士学员。案例撰写者总是在寻找可以用来说明不断改变的商界面貌的热门事件。

A recent case study by Spanish academic Josep Valor, who was inspired by Sports Illustrated's digital venture, is now being taught in Iese Business School's MBA programme. It is being used to illustrate how the current digital, technological revolution is changing the face of traditional business models

在《体育画报》网络版的启发下，西班牙学者何塞普巴洛尔最近撰写了一份案例研究，如今已经纳入西班牙IESE商学院的MBA课程，用以说明当前的数字技术革命正在如何改变传统商业模式的面貌。

The case centres on the US sports magazine, which in 1997 moved online. Eleven years later in the 2008 Olympic Games in Beijing, a debate over whether US swimmer Michael Phelps won the final of the 100m butterfly was, in part, settled by Sports Illustrated photographs, taken by a fixed underwater camera. The pictures showed the US swimmer touching the finish a fraction of a second ahead of Serbian contestant Milorad Cavic.

案例的核心内容就是这份美国体育杂志。该杂志于1997年推出网络版。11年后，在2008年北京奥运会上，围绕美国游泳选手菲尔普斯是否赢得了100米蝶泳决赛冠军的争议最终尘埃落定，在一定程度上要归功于《体育画报》借助水下照相机拍摄的照片。照片显示，菲尔普斯比塞尔维亚选手米洛拉德早0.01秒触线。

Pundits, bloggers and other news services linked their commentar y on the event to the sequence, amplifying the magazine's decisive role in the post-match debate.

专家、博客作者及其它新闻机构把他们的评论与那组连拍镜头放在了一起，放大了该杂志在赛后辩论中发挥的决定性作用。

For Prof Valor - and many at the magazine - that polemic served to vindicate Sports Illustrated's decision a decade earlier to go online and was the inspiration for the professor and Sandra Sieber, associate professor of information systems, and a team from Iese Business School to document the magazine's experience as a case study for MBA students.

在巴洛尔教授以及该杂志的许多员工看来，那场争议证明了，《体育画报》在10年前做出走上网络的决定是正确的。受此启发，巴洛尔、信息系统学副教授桑德拉以及IESE商学院的一个团队决定，将该杂志的历程记录下来，作为MBA 学员的一份案例研究。

Prof Valor, associate dean and expert in information systems at the school, says he chose the magazine partly because it was an easily recognisable brand.

IESE商学院副院长、信息系统专家巴洛尔表示，他选择这份杂志的部分原因在于，它是一个人们耳熟能详的品牌。“We didn't want to be spending time and energy introducing the business to students,” he says.

他表示：“我们不想花时间和精力向学员介绍业务。”

More important however, was the strategy adopted by the magazine and its decision to enter the digital fray in a joint venture with CNN, its sister Time Warner news service and produce topical commentary and photos, shorter articles, video feeds and new media features.

但更重要的原因在于该杂志采取的策略，以及它通过与CNN建立合资企业进军数字领域的决定。其姊妹公司CNN是时代华纳旗下的新闻服务商，制作时事评论和照片、短文、视频内容以及新媒体节目。

“What impressed me was Sport's Illustrated's willingness to go full-fledged digital,” says Prof Valor.

巴洛尔表示：“给我留下深刻印象的，是《体育画报》走向全面数字化的意愿。”

“The alliance with CNN, for instance, meant they didn't have to compete against an establish ed

around-the-clock news channel.”

“例如，他们与CNN的结盟意味着，他们不必与一家成熟的全天候新闻频道展开竞争。”

Feedback on the case study has been extremely positive. The MBA students find the case very useful he says, especially in terms of keeping up to date with the real technology that is being used in the business world. The case also demonstrates to the students how they need to be aware of these changes when entering the workplace.

这项案例研究获得了极其积极的反馈。巴洛尔表示，MBA学员认为这个案例很有用，尤其是可以帮助他们跟上形势，了解企业界正在使用的实际技术。该案例还向学员展示了，在进入职场时，他们应该警惕这些变化。

For Prof Valor, the Sports I llustrated story provides a classic “illustration of what companies - and not just media operations - go through when they adopt new technology”.

在巴洛尔看来，《体育画报》的故事提供了一个经典“演示”，说明“公司——不光是媒体公司——在采用新技术时的经历。”

How to leverage the assets you already have is often the difficult bit,” he says of the use of information technology in traditional businesses.

“如何利用已经拥有的资产，往往是难点所在，”他在谈到传统企业如何利用信息技术时表示。

Convincing its feature writers to write more frequently, for example, was one of the magazine's first challenges as it leapt into the digital format, he says. At the same time, it had to learn to compete with television stations such as ESPN, whose website is an online leader in sports.

例如，他说，说服特稿作者撰写更多稿件，就是该杂志向数字版跃进时首先面临的挑战之一。与此同时，它必须学会与电视台竞争，比如拥有首屈一指的体育网站的ESPN。

“At the most general level, the question is what you do with your existing competencies,” says Prof Valor.巴洛尔表示：“最泛泛地说，这是一个如何利用你现有能力的问题。”

Defining these, while understanding how information and communication s technology can change your marketplace and society at large, is the key to making money out of the digital revolution, he says.

他表示，界定这些能力，同时了解信息与通讯技术会如何改变你的职场和整个社会，是从数字革命中赢利的关键。He refers to “Demi Moore's law,” a personal, jocular extension of Intel founder Gordon E. Moore's oft-cited law on the exponential pace of microprocessor development.

他谈到了“黛米摩尔法则”——他个人对人们常常提到的因特尔(Intel)创始人戈登关于微处理器幂次发展速度法则的诙谐引申。

According to the law of Demi - as in French for “half”- Moore, “humans only see half of what they can do with technology and only half of what technology is doing to their business sector”, says Prof Valor.

巴洛尔表示，根据黛米法则（黛米在法语里是“一半”的意思），“对于利用技术可以做些什么，人类只看到了一半，对于技术对业务领域的影响，人类也只看到了一半。”

Using this premise, the internet bubble of the late 1990s was a “twofold disgrace,” he says. “First, people

lost a lot of money because they were focused on the wrong thing. his lack of focus, in turn, blurred the picture of what the real change was about.”

他表示，根据这一前提假设，上世纪90年代末的互联网泡沫是一种“双重耻辱”。“首先，由于过于关注错误的事情，人们赔了很多钱。缺乏关注进而又模糊了他们对真正改变的认识。”

To their peril, record companies, for example, failed to comprehend the importance of digital music reproduction to their customers. Rather than rethink how to extract value from core competencies, they spent millions of dollars challenging file-sharing web sites in the courts. Instead of trying to fight the new format and free download sites, they should have focused on their strength, which has always been finding and promoting new talent, says Prof Valor.

比如，唱片公司没能领会数字音乐复制对顾客的重要意义，这给它们带来了风险。它们不是反思如何从核心能力中获取价值，而是花费大量资金，将文件共享网站送上法庭。巴洛尔表示，它们当时应该聚焦于自己一直以来的长处——发现和推举新人——而不是试图对抗新格式与免费下载网站。

“The fact is that record label s do add value to society because they discover artists, they manage them and they make the m popular,” says Prof Valor.

巴洛尔表示：“事实上，唱片公司的确为社会增加了价值，因为它们发现艺人，管理艺人，让艺人出名。”“So, they are currently relinquish ing the power they have over the artists to concert promoters. They should give the music away and concentrate on promoting concerts themselves. The music, then, becomes a marketing tool.”

“目前，它们正把对艺人的控制权让给音乐会推广机构。它们应该让出音乐，把精力集中在由自己推广音乐会。这样，音乐就会成为一种营销工具。”

Both eBay and PayPal, the subscriber money transfer service, and many similar ventures such as Facebook and Amazon, show that success in the internet age does not necessarily come via cutting-edge hardware invention s or complex algorithms.

eBay与用户在线转账服务PayPal以及Facebook和亚马逊等许多类似企业的经历都表明，在互联网时代获得成功，不一定要借助尖端硬件的发明或者复杂的计算程序。

“If you look at these companies that have really done well, none of them started by using technology that was not widely available,” says Prof Valor.

巴洛尔表示：“看一下那些表现不俗的公司，它们没有一家是通过使用尚未普及的技术起步的。”

“When we talk about the creation of Facebook, we are talking about vision and the application of available technology to the needs of soci ety.”

“我们谈论Facebook的创建时，我们谈论的是想象力，以及运用可获得技术来满足社会需要。”

The search for cost cuts and new efficiencies amid the economic downturn should spur on the pace of innovation in application, he adds.

他补充称，在经济低迷之际，随着人们寻求削减成本和提高效率，技术运用方面的创新应该会加快。

Business models already under heavy attack from new technology will be dealt decisive blows by the economic crisis, Prof Valor believes.

巴洛尔认为，已经受到新技术严重冲击的业务模式，将遭到经济危机的致命打击。

“If a consumer today has a choice between clicking on the right side of the mouse for free music, or paying $1 a song on the left side, where is he or she going to click?” comments Prof Valor. Adjust ing quickly to this new reality – as Sports Illustrated did more than a decade ago – will be the key to survival for many companies, he says.

“如果今天的消费者可以选择，或是单击鼠标右键获得免费音乐，或者单击鼠标左键花1美元购买一首单曲，他或她会单击哪一侧？”巴洛尔评论道。他表示，快速适应这一新的现实——就像《体育画报》在十多年前所做的那样——将是许多公司生存的关键。

摸索了几年后，CNN于2002年把网站控制权让给了《体育画报》，因为该网站当时处于亏损状态。如今，https://www.wendangku.net/doc/a39342443.html,已跻身全球10大体育网站之列。

“The objective of this [case] study is to make sure that the students understand the difficulties tha t such a traditional, well-established, undisputed leader can have when it moves into another format,” says Prof Valor.

“It is the very wise and the very smart who use that unseen half of Demi Mo ore's law to harness the power of technology that leapfrogs everyone else,” he adds.

他补充称：“只有那些非常睿智、非常聪明，利用黛米?摩尔法则中看不见的那一半去驾驭技术力量的人，才会超越其他所有人。”

手机新一轮竞争：别忘了诺基亚

With all the commotion over Google's challenge to the iPhone, it has been easy to overlook the limping giant of the mobile phone market. Nokia sells more than one in three of the world's handsets, but it has been outwitted and outclassed in the race to build smartphones. This is more serious than it seems.

当谷歌(Google)挑战iPhone闹得沸沸扬扬之际，人们很容易忽略手机市场那个步履艰难的巨人。诺基亚(Nokia)的手机销量占全球三分之一以上，但它在制造智能手机的竞争中，被对手以巧计胜出，并远远地落在了后面。这件事情比看起来更严重。

Smartphones represent ed just 15 per cent of Nokia's net sales by volume in the third quarter, but 45 per cent by value. It has the biggest slice of that market but is losing share to Apple, RIM and rivals using Google's Android operating system. In spite of spending about a 10th of net sales on research and development last year, Nokia's own jumble of software and operating systems has been met with frustration from developers and a shrug from consumers. Its operating margin has almost halved since 2008.

去年第三季度，智能手机只占诺基亚手机净销售量的15%，却贡献了45%的净销售额。诺基亚虽然占据着智能手机市场的最大份额，但苹果公司(Apple)、RIM和使用谷歌Android操作系统的竞争对手正在蚕食它的地盘。尽管诺基亚去年把10%左右的净销售额用在了研发上，但其自有的软件和操作系统组合，却遭到了软件开发者的抵制和消费者的冷遇。自2008年以来，它的营运利润率已下降近一半。

Should Nokia admit defeat on software? It is not yet clear how many competing operating systems the world can really support. Nokia could abandon its proprietary strategy, hitch its cart to Android, and become a simple hardware company. Management is understandably unwilling to countenance such a move. Nokia is brilliant at hardware – and always has been – but squeez ing money from it in the smartphone world will be tough. The last thing it wants is to wind up like Dell, the unloved hardware-maker of the PC sector.

诺基亚是否应该承认在软件方面落败？我们目前尚不清楚，智能手机领域究竟能够支持多少种相互竞争的操作系统。诺基亚可以放弃其自有软件战略，转而把手机挂靠在Android平台上，成为一家单纯的硬件企业。但管理层不愿支持这种做法，是可以理解的。诺基亚在硬件制造方面技艺卓绝——而且向来如此——但在智能手机领域，要想从硬件制造中获利，将十分困难。诺基亚最不希望看到的结果就是，自己到头来变成像PC领域失宠的硬件制造商戴尔(Dell)那样的企业。

The company is right, then, to try to revive its software strategy. It has promised better usability this year and incentives for developers to write applications. Investors have seen Nokia underperform the market by about 30 per cent over the past year. Patience is wearing thin. They will demand improvements in 2010. Otherwise, it may be time to think the unthinkable.

因此，诺基亚重振自身软件战略，是正确之举。诺基亚今年已承诺提高易用性，并为编写应用程序的开发者提供激励。投资者已注意到，过去一年里诺基亚股价的表现落后大盘约30%。投资者正失去耐性。他们将要求诺基亚在2010年作出改善。否则，可能是时候来“考虑一下无法想象的事情”(think the unthinkable)了。

低碳生活？没那么简单

Those of us resolving to lead a lower-carbon life in 2010 could do worse than acquire a copy of Prashant Vaze's new book, The Economical Environmentalist, in which the author picks over the fine details of his life. He works out how much CO2 he could save by driving more slowly, installing loft insulation or becoming a vegetarian. The result will be a little dense for some, but it is delightfully geeky and has the virtue of being right more often than not.

对于我们中间那些决意在2010年过一种低碳生活的人而言，买一本普拉尚特的新书《节约的环保主义者》并不是最糟糕的选择。作者在书中仔细检查了自己生活的点滴细节，计算出了如果自己开车速度更慢、在阁楼安装绝缘材料、或是改吃素食，分别能减少多少二氧化碳排放。其结果对于一些人来说会有点晦涩难懂，但其专业性古怪得讨人喜欢，而且优点是往往是正确的。

This virtue is underrated. Environmentalists have been slow to realise that the fashionable eco-lifestyle is riddled with contradiction s. The one that particularly exasperates me is the “food miles” obsession, whereby we eschew tomatoes from Spain and roses flown in from Kenya, in favour of local products grown in a heated greenhouse with a far greater carbon footprint.

这个优点被低估了。环保主义者一直迟钝，没有意识到时髦的环保生活方式充满着矛盾。尤其让我恼怒的一点，是对于“食物英里数”的执迷：我们杜绝来自西班牙的西红柿和来自肯尼亚的玫瑰，而偏爱本地温室里生长、碳足迹高得多的作物。

Other less-than-obvious truths are: that pork and chicken have substantial ly lower carbon footprints than beef and lamb (yes, even organic beef and lamb); that milk and cheese also have a substantial footprint; that dishwashers are typically more efficient than washing dishes by hand; and that eco-friendly washing powders may be distinct ly eco-unfriendly because they tend to tempt people to use hotter washes.

另一些不那么显而易见的事实包括：猪肉和鸡肉的碳足迹明显低于牛肉和羊肉（没错，哪怕是有机牛肉和羊肉）；牛奶和奶酪同样拥有相当高的碳足迹；用洗碗机通常比用手洗碗更高效；而环保型洗衣粉可能明显对环境不利，因为它们往往会诱使人们使用热水。

My conclusion is that a well-meaning environmentalist will make counterproductive decisions several times a day. I don't blame the environmentalists: the problem is intrinsically complicated. Over a vegetarian curry in London recently, Vaze ruefully described to me the “six bloody months” he spent t rying to research an eco-renovation of his home.

我的结论是：好心的环保主义者每天会做出很多事与愿违的决定。这不能怪他们：这个问题本身就十分复杂。最近在伦敦，瓦茨愁苦地向我讲述，他是如何花了“该死的6个月”试图研究出对自己家进行环保改造的方式，他面前放着一盘咖喱什蔬。

Even the experts can tie themselves in knot s. Duncan Clark, author of The Rough Guide to Green Living, unveiled “10 eco-myths” in a Guardian podcast in November. Many of them were well chosen, but unfortunately his number one “myth” was not a myth at all: that switching off lights will reduce CO2 emissions. Clark's logic is seductive: some European carbon emissions, including those generated by electricity, are subject to a cap. Clark is right to say that conserving electricity will allow other sectors to take up the resulting slack, because they will be able to buy permits to emit more cheaply than if we left our lights blazing.

就连专家也会把自己弄糊涂。去年11月，《绿色生活简明指南》一书的作者克拉克在卫报的播客中揭露了“环保的十大误区”。其中许多条都选得不错，但遗憾的是，他所说的第一个“误区”根本不是误区：随手关灯将减少碳排放。克拉克的逻辑很具诱惑性：欧洲某些部门的碳排放，包括电产生的那些排放，都受到上限约束。因此，克拉克有关节约用电不过会让其它部门得以利用由此省下的那部分限额的说法是对的，因为与任凭灯火通明相比，省电让这些部门能够买到碳排放许可，从而以更低廉的成本排放二氧化碳。

Where Clark goes wrong is in assuming the cap will remain fixed forever. If we all turn out our lights, the price of permits will fall and politicians will find it politically easier to tighten the cap. So, keep installing those energy-efficient light bulbs. (Another less-than-obvious truth is that it's not worth waiting for your old