德鲁克说过,企业的两大使命是创新和营销,这句话被企业界人士视为圭臬,但是,我们恰恰忘记了德鲁克对于“创新”的定义是创造消费者。创新并不是革命,对于大多数中国企业而言,一味地为创新而创新,成功的概率其实很小。企业并不需要成为所谓创新的英雄,企业需要的是在市场上获得最终的成功。真正的成功者并不是创新者回顾“创新”的历史,福特发明了汽车,但时至今日,福特并不是汽车业的老大,金融危机的时候,福特甚至还在破产边缘挣扎;施乐创造出了全球第一台复印机,但它早就被佳能等日本企业打败;IM的先行者是ICQ和MSN,但在中国,行业的老大是模 Drucker said that the company’s two major missions are innovation and marketing, which is regarded by business people as a standard, but we just forget that Drucker’s definition of “innovation” is to create consumers. Innovation is not a revolution. For most Chinese enterprises, blindly innovating and innovating, the probability of success is actually very small. Businesses do not need to be the so-called heroes of innovation, and businesses need the ultimate success in the marketplace. The real winner is not the innovator to review the history of “innovation”, Ford invented the car, but now Ford is not the boss of the automobile industry, the financial crisis, Ford even bankrupt edge; Xerox create Out of the world’s first copier, but it has long been defeated by Japanese companies such as Canon; IM’s forerunner is ICQ and MSN, but in China, the industry leader is mode