ABOUT THE SPEAKER
Hamdi Ulukaya - Yogurt maker, humanitarian
Hamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade.

Why you should listen

Hamdi Ulukaya was raised in a dairy-farming family in a small village in eastern Turkey. He launched Chobani in 2007 with the mission and vision of making better food more accessible. In less than five years, Chobani became the number-one-selling Greek yogurt brand in the US, with more than a billion dollars in annual sales.

An advocate of reducing income and wealth inequality nationwide, Ulukaya implemented innovative profit-sharing and paid parental leave programs for Chobani's 2,000 employees. He founded the Tent Partnership for Refugees to improve the lives of more than 25 million refugees around the globe. He also signed the Giving Pledge, committing the majority of his personal wealth to the cause.

More profile about the speaker
Hamdi Ulukaya | Speaker | TED.com
TED2019

Hamdi Ulukaya: The anti-CEO playbook

哈穆迪 · 烏魯卡雅: 反 CEO 手冊

Filmed:
2,454,716 views

利潤、錢、股東:這些是當今大多數公司的優先事項。但這是以什麼代價換來呢? Chobani 創始人 哈穆迪 · 烏魯卡雅 呼籲全球企業領導人拋棄過去的企業劇本,並分享他對新的「反 CEO 手冊」的願景,優先考慮人而非利潤。 他說:「這是利潤與真實財富之間的差異。」
- Yogurt maker, humanitarian
Hamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade. Full bio

Double-click the English transcript below to play the video.

00:14
A cold January一月 day of 2005,
0
2183
3856
2005 年一個寒冷的一月天,
00:18
I took one of my most important重要
drives驅動器 of my life.
1
6063
3790
我踏上了今生最重要的路程之一。
00:23
I was on this road in upstate北部 New York紐約,
2
11117
3763
在紐約州北部一條路上,
00:28
trying to find this old factory.
3
16021
2142
找尋一家老工廠。
00:31
The day before,
I received收到 a flyer傳單 in the mail郵件
4
19601
3340
在那前一天,我信箱裡
收到了一張廣告單,
00:34
that said, "Fully充分 equipped裝備
yogurt酸奶 plant for sale拍賣."
5
22965
3360
上面寫著「設備齊全的
優酪工廠出售」。
00:39
I threw it in the garbage垃圾 can.
6
27315
1582
我把它扔進了垃圾桶。
00:42
And 20 minutes分鐘 later後來,
I picked採摘的 it up and called the number.
7
30038
3887
20 分鐘後,我又將它撿起來,
並打了電話過去。
00:47
The plant was 85 years年份 old,
8
35351
1743
那家工廠廠齡 85,
00:50
and it was closing關閉.
9
38012
1181
即將關閉。
00:52
So I decided決定 to go see it.
10
40073
1562
所以,我決定去看看。
00:55
At this time,
11
43970
1226
那時候,
00:57
I wasn't sure where this road
or my life was going.
12
45220
3467
我不知道那條路會通到哪裡,
也不確定我人生要走向哪裡。
01:02
I owned擁有的 a small cheese起司 shop
13
50307
2204
我開一家小乳酪店,
01:04
but really hated business商業.
14
52535
1319
然而我很討厭做生意。
01:08
But the hills丘陵 and the roads道路
and the smells氣味 are all familiar.
15
56576
4202
但這山丘、道路和氣味都很熟悉。
01:14
I grew成長 up in Turkey火雞,
in a similar類似 environment環境,
16
62425
3822
我在土耳其類似的環境裡長大,
01:18
near the Kurdish庫爾德 mountains.
17
66271
1433
靠近庫德族山區。
01:20
My family家庭 made製作 cheese起司 and yogurt酸奶;
18
68613
1948
我家人做乳酪和優酪;
01:22
I grew成長 up listening to shepherd's牧羊人 stories故事.
19
70585
2019
我從小聽著牧羊人的故事長大。
01:25
We didn't have much,
20
73882
1838
我們沒多少資產,
01:27
but we had the moon月亮 and the stars明星,
simple簡單 food餐飲, each other.
21
75744
3936
但我們有星星月亮,
有簡單的食物,有彼此的陪伴。
01:33
Eventually終於, I came來了 to America美國.
22
81101
2000
後來,我來到美國。
01:35
I didn't even know New York紐約 had farms農場.
23
83724
2120
我甚至不知道紐約有農場。
01:39
I made製作 it to upstate北部, and I never left.
24
87081
2793
我到了紐約州北部,
之後便沒再離開。
01:43
Now I'm lost丟失.
25
91121
1150
現在,我迷路了。
01:46
I passed通過 the road sign標誌
that said "Dead end結束."
26
94641
3828
經過了「死胡同」的路標,
01:51
Then soon不久 after,
27
99506
1209
隨後不久,
01:53
there it was:
28
101308
1445
在眼前的
01:54
the factory.
29
102777
1150
便是那工廠。
01:58
The smell hit擊中 me first.
30
106642
1912
那氣味先撲了過來。
02:01
It was a like a milk牛奶 container容器
left out in the sun太陽.
31
109118
2702
聞起來像是牛奶桶被曝曬在陽光下。
02:05
The walls牆壁 were so thick,
32
113228
1646
厚厚的牆,
02:08
paints油漆 were peeling去皮,
there were cracks裂縫 everywhere到處.
33
116061
3016
油漆剝離,滿是裂紋。
02:13
The factory was so old,
the owners擁有者 thought it was worthless無用.
34
121161
3519
工廠這麼老,業主認為不值錢。
02:18
I thought they left a zero off,
35
126209
3062
我還以為少寫了個 0,
因為要價低得讓我難以置信。
02:21
I couldn't不能 believe the price價錢.
36
129295
1934
02:25
As I entered進入 in,
37
133569
1873
進去之後,
02:28
I stopped停止 noticing注意到 things.
38
136331
3770
我注意的不再是東西。
02:32
All I could see were the people.
39
140125
2133
而是人。
02:35
There were 55 of them.
40
143897
1674
總共 55 名員工。
02:38
Just quiet安靜.
41
146976
1150
一片沉寂。
02:40
Their only job工作 was
to break打破 the plant apart距離
42
148738
3921
他們唯一要做的事就是拆了工廠,
02:44
and close it forever永遠.
43
152683
1400
永久歇業。
02:47
I was met會見 with a guy named命名 Rich豐富,
44
155875
1980
我遇到瑞奇,
02:51
the production生產 manager經理.
45
159044
1177
他是生產部經理。
02:53
He offered提供 to take me around,
show顯示 me around.
46
161256
2591
他主動要帶我到處走走看看。
02:56
He didn't say much,
47
164339
1167
他話不多,
02:57
but around every一切 corner,
he would point out some stories故事.
48
165530
3475
但每到一處,他都會指出一些典故。
03:02
Rich豐富 worked工作 there for 20 years年份.
49
170268
2079
瑞奇在那裡已經做了 20 年。
03:04
His father父親 made製作 yogurt酸奶 before him,
50
172371
2214
在他之前,他父親便是做優酪的,
03:06
and his grandfather祖父
made製作 cream奶油 cheese起司 before that.
51
174609
2655
而他祖父在那之前,
又是做奶油乳酪的。
03:10
You could tell that Rich豐富 felt guilty有罪
52
178855
3953
你看得出瑞奇深感內疚,
03:15
that this factory
was closing關閉 on his watch.
53
183792
3785
因為這個工廠將在他手上被關了。
03:23
What hit擊中 me the hardest最難 at that time
54
191768
2754
當時最打動我的是
03:27
was that this wasn't just an old factory.
55
195442
3129
這不只是一家老工廠。
03:31
This was a time machine.
56
199173
1600
這是一個時間機器。
03:33
This is where people built內置 lives生活,
they left for wars戰爭,
57
201836
4572
在這裡曾有許多人建立了人生,
戰時他們出征,
03:38
they bragged吹噓 about home runs運行
and report報告 cards.
58
206432
2828
他們相互炫耀打了全壘打
或在學校拿了好成績。
03:42
But now, it was closing關閉.
59
210091
1600
但現在,這個地方要關門了。
03:45
And the company公司
wasn't just giving up on yogurt酸奶,
60
213064
3589
這公司放棄的不僅是優酪,
更是放棄了他們這些人。
03:49
it was giving up on them.
61
217445
1667
03:52
As if they were not good enough足夠.
62
220191
1670
彷彿他們不夠好。
03:56
And I was shocked吃驚
how these people were behaving行為.
63
224567
3564
這些人的表現讓我震驚。
04:01
There was no anger憤怒, there were no tears眼淚.
64
229177
2667
沒有憤怒,沒有眼淚。
04:05
Just silence安靜.
65
233059
1439
只是沉默。
04:06
With grace恩典, they were
closing關閉 this factory.
66
234522
2933
他們以優雅的態度執行關廠的任務。
04:13
I was so angry憤怒
67
241212
1849
我很生氣
04:16
that the CEOCEO was far away,
68
244308
2047
在遠方的一位 CEO,
04:20
in a tower or somewhere某處,
69
248522
2294
他在高樓之類的地方,
04:22
looking at the spreadsheets電子表格
70
250840
2205
看著業務報表
04:25
and closing關閉 the factory.
71
253069
1510
決定關閉這家工廠。
04:28
Spreadsheets電子表格 are lazy.
72
256060
1468
報表是懶的。
04:30
They don't tell you about people,
they don't tell you about communities社區.
73
258716
3801
他們不會告訴你關於人、
關於社區的情形。
04:34
But unfortunately不幸,
74
262541
1611
但不幸的是,
04:36
this is how too many許多
business商業 decisions決定 are made製作 today今天.
75
264176
3388
這是太多企業決策的方式。
04:44
I was never the same相同 person
after what I saw.
76
272659
3067
目睹那個情況之後,我變了一個人。
04:48
On my way back home,
I called Mario馬里奧, my lawyer律師.
77
276318
4555
在回家的路上,我打電話
給我的律師馬里奧。
04:54
I called Mario馬里奧, I said,
"Mario馬里奧, I want to buy購買 this place地點."
78
282454
3452
我打給馬里奧說:
「馬里奧,我要買這個地方。」
04:59
Mario馬里奧 said,
79
287510
1429
馬里奧說:
05:00
"Hamdi哈姆迪, one of the largest最大 food餐飲 companies公司
in the world世界 is closing關閉 this place地點,
80
288963
4448
「哈穆迪,全球最大的
食品公司之一要關掉這個地方,
05:06
and they're getting得到 out
of the yogurt酸奶 business商業.
81
294567
2420
而且他們要退出優酪的行業。
05:09
Who the hell地獄 are you to make it work?"
82
297011
1923
你以為你是誰,能讓它起死回生?」
05:12
I said, "You're right."
83
300432
1257
我說:「你說得對。」
05:14
But the next下一個 day, I called him again,
84
302559
1828
然而第二天,我又打電話給他,
05:16
and I said, "Mario馬里奧, really,
I really want to buy購買 this place地點."
85
304411
3142
我說:「馬里奧,真的,
我真的想買這個地方。」
05:19
He said, "Hamdi哈姆迪, you have no money.
86
307577
1699
他說:「哈穆迪,你沒錢。
05:21
(Laughter笑聲)
87
309300
1023
(笑聲)
05:22
You haven't沒有 even paid支付 me in six months個月."
88
310347
1913
你甚至已經積欠了我六個月。」
05:24
(Laughter笑聲)
89
312284
1007
(笑聲)
05:25
Which哪一個 was true真正.
90
313315
1159
那倒是真的。
05:26
(Laughter笑聲)
91
314498
1150
(笑聲)
05:28
But I got a loan貸款, another另一個 loan貸款.
92
316268
2066
但我取得一筆貸款,另一筆貸款。
05:30
By August八月 2005,
I had the keys按鍵 for this factory.
93
318831
4284
到 2005 年 8 月,
我拿到了這個工廠的鑰匙。
05:36
The first thing I did was to hire聘請 four
of the original原版的 55 people.
94
324093
3637
我做的第一件事就是聘回
原來 55 人中的四位。
05:40
I had Maria瑪麗亞, the office辦公室 manager經理.
95
328215
2135
我有瑪麗亞,辦公室經理。
05:42
I had Frank坦率, the wastewater廢水 guy.
96
330374
2642
我有法蘭克,廢水處理員。
05:45
I had Mike麥克風, the maintenance保養 guy.
97
333040
3077
我有麥克,他管維修。
05:48
And Rich豐富, who showed顯示 me
the plant, the production生產 guy.
98
336141
3011
還有當時帶我參觀廠房的
瑞奇,他負責生產。
05:51
And we had our first board meeting會議.
99
339855
1765
我們召開了第一次董事會議。
05:55
Mike麥克風 says, "Hamdi哈姆迪, what
are we going to do now?"
100
343173
2392
麥克說:「哈穆迪,
我們現在要做什麼?」
05:58
They look at me
as if I have the magic魔法 answer回答.
101
346133
2360
他們看著我,好像我有
什麼神奇的答案。
06:01
So I said, "Mike麥克風,
102
349593
1200
於是我說:「麥克,
06:03
we're going to go to Ace高手 Hardware硬體 store商店,
103
351974
2512
我們打算去 Ace 五金行,
06:07
and we're going to get some paints油漆.
104
355268
1682
買一些油漆。
06:09
And we're going to paint塗料
the walls牆壁 outside."
105
357649
2094
把外面的牆粉刷粉刷。」
麥克顯然不滿意。
06:13
Mike麥克風 wasn't impressed印象深刻.
106
361217
1163
06:14
He looked看著 at me.
107
362404
1165
他看著我。
06:16
He said, "Hamdi哈姆迪, that's fine,
we’ll do that,
108
364138
2571
他說:「哈穆迪,
這很好,我們會去做。
06:18
but tell me you have
more ideas思路 than that."
109
366733
2022
但請告訴我除此之外
你還有更多的主意。」
06:20
(Laughter笑聲)
110
368779
2616
(笑聲)
我說:「有。
06:23
I said, "I do.
111
371419
1150
我們將牆面漆成白色。」
06:25
We'll paint塗料 the walls牆壁 white白色."
112
373490
1595
06:27
(Laughter笑聲)
113
375109
1150
(笑聲)
06:28
Honest誠實 to God,
that was the only idea理念 I had.
114
376657
2238
老實說,除此我還
真的沒別的主意了。
06:30
(Laughter笑聲)
115
378919
1634
(笑聲)
06:34
But we painted those walls牆壁 that summer夏季.
116
382133
2692
但那個夏天我們把牆都漆好了。
06:39
I sometimes有時 wonder奇蹟
117
387318
2372
我有時會想,
06:41
what they would have said
to me if I told them,
118
389714
3374
如果我這麼說,他們會作何反應:
06:45
"See these walls牆壁 we're painting繪畫?
119
393112
2200
「看到我們漆的這些牆沒?
06:47
In two years年份,
120
395938
1754
在兩年內,
我們將在此推出一種優酪,
06:49
we're going to launch發射 a yogurt酸奶 here
121
397716
1749
06:51
that Americans美國人 have never seen看到
and never tasted before.
122
399489
2869
是美國人從來沒見過也沒吃過的。
06:54
It will be delicious美味的, it will be natural自然.
123
402382
2151
不但美味而且全天然。
06:56
And we're going to call it 'Chobani'"喬巴尼" --
it means手段 'shepherd'"牧羊人" in Turkish土耳其."
124
404557
3563
我們要稱它為 Chobani
——土耳其語的「牧羊人」。
07:02
And if I said,
125
410446
1150
如果我說:
07:04
"We are going to hire聘請
all of the 55 employees僱員 back,
126
412446
3579
「我們會將所有 55 名員工,
或大多數人請回來。
07:08
or most of them back.
127
416049
1182
07:09
And then 100 more after,
and then 100 more after,
128
417255
2339
之後又僱用 100 人,
再僱用 100 人,
07:11
and then 1,000 more after that."
129
419618
1603
然後又再僱用 1000 人。」
07:13
But if I told them,
"You see that town over there?
130
421245
2769
但如果我告訴他們:
「看到那個小鎮嗎?
07:16
Every一切 person we hire聘請,
10 more local本地 jobs工作 will be created創建.
131
424038
3619
我們每僱用一個人,會
創造 10 個當地就業機會。
07:19
The town will come back to life,
the trucks卡車 will be all over the roads道路.
132
427681
3515
該鎮將起死回生,
路上也會跑滿了卡車。
07:23
And the first money we make,
133
431220
1532
而我們賺的第一筆錢,
07:24
we're going to build建立 one of the best最好
Little League聯盟 baseball棒球 fields領域
134
432776
3663
要拿來為我們的孩子建造
最好的少棒球場。
07:28
for our children孩子.
135
436463
1200
07:30
And five years年份 after that,
136
438323
1735
五年之後,
07:32
we're going to be the number one
Greek希臘語 yogurt酸奶 brand in the country國家."
137
440082
3311
我們將成為全國第一的
希臘優酪品牌。」
07:36
Would they have believed相信 me?
138
444096
1364
他們會相信我嗎?
07:38
Of course課程 not.
139
446556
1150
當然不會。
07:41
But that's exactly究竟 what happened發生.
140
449104
2005
但那確實在其後成真了。
07:43
(Applause掌聲)
141
451673
5950
(掌聲)
07:50
In painting繪畫 those walls牆壁,
142
458085
2880
在漆牆的過程中,
07:52
we got to know each other.
143
460989
1466
我們增進了彼此的認識。
07:55
We believed相信 in each other.
144
463442
1438
我們互相信任。
07:57
And we figured想通 it out together一起.
145
465633
1760
我們一起籌畫出策略。
08:03
Five years年份, me and all my colleagues同事,
we never left the factory.
146
471353
4533
有五年,我和所有的同事,
我們從來沒離開工廠。
08:08
We worked工作 day and night,
through通過 the holidays假期,
147
476909
3843
我們夜以繼日,過節也沒停下,
08:12
to fix固定 that plant.
148
480776
1412
將工廠整修完成。
08:15
The best最好 part部分 of ChobaniChobani for me is this:
149
483601
2800
對我來說 Chobani 最好的部分是:
08:18
the same相同 exact精確 people
who were given特定 up on
150
486958
3548
當年那群被拋棄了的人
08:22
were the ones那些 who built內置 it back
100 times better than before.
151
490530
4327
正是將它重建得比以前
好 100 倍的人。
08:28
And they all have a financial金融 stake賭注
in the company公司 today今天.
152
496389
3437
他們今天也都有公司股權。
08:32
(Applause掌聲)
153
500579
5214
(掌聲)
08:38
And all this time, I kept不停 wondering想知道 --
154
506491
2398
而我一直在想——
08:40
you see, I'm not a businessman商人,
I don't come from that tradition傳統 --
155
508913
3237
我不是生意人,沒有企業界傳統——
08:44
I just kept不停 wondering想知道:
What is this all about?
156
512174
3580
我一直在想:這一切的
目的究竟是什麼呢?
08:49
Corporate企業 America美國 says it's about profits利潤.
157
517287
2911
美國大公司說:這攸關利潤。
08:52
Mainstream主流 business商業 says it's about money.
158
520222
2358
主流企業說:這是錢的問題。
08:54
The CEOCEO playbook劇本 says
it's about shareholders股東.
159
522604
2886
CEO 的手冊說:這是為了股東。
08:57
And so much is sacrificed犧牲 for it --
it's factories工廠, communities社區, jobs工作.
160
525514
4722
為了它可以犧牲的太多了——
包括工廠、社區、工作等。
09:03
But not by CEOs老總.
161
531093
1587
但 CEO 們不必做犧牲。
09:05
CEOs老總 have their employees僱員 suffer遭受 for them.
162
533956
2402
CEO 們有員工代他們受罪。
09:09
But yet然而, the CEOs's首席執行官的 pay工資
goes up and up and up.
163
537011
3541
CEO 們的薪酬一再上升上升上升。
09:12
And so many許多 people are left behind背後.
164
540979
2494
而有太多人被拋在後頭。
09:17
I'm here to tell you:
165
545227
1951
我在這裡要告訴大家:
09:19
no more.
166
547202
1162
不能再這樣了。
09:20
It's not right, it's never been right.
167
548830
2722
這是不對的,這一直都是不對的。
09:24
It's time to admit承認
168
552648
2123
現在應該承認
09:26
that the playbook劇本 that guided引導 businesses企業
and CEOs老總 for the last 40 years年份
169
554795
4226
過去 40 年來企業
和 CEO 們遵循的手冊
09:31
is broken破碎.
170
559045
1150
是不對的。
09:32
(Applause掌聲)
171
560625
4378
(掌聲)
09:37
It tells告訴 you everything about business商業
172
565027
2936
它告訴你有關業務的一切
09:39
except how to be a noble高貴 leader領導.
173
567987
3117
但沒告訴你如何成為
一個高尚的領導者。
09:44
We need a new playbook劇本.
174
572757
2234
我們需要新手冊。
09:47
We need a new playbook劇本
that sees看到 people again.
175
575015
2582
我們需要會考慮到人的新手冊。
09:50
That sees看到 above以上 and beyond profits利潤.
176
578950
3719
它要能看到利潤之外之上的因素。
09:55
In the movies電影, they have a name名稱
for people who take a different不同 path路徑
177
583540
5039
電影裡有那些不依循傳統路子
10:00
to do things right.
178
588603
2000
做正確事情的人。
10:02
They call them "antiheroes反英雄."
179
590627
1818
他們被稱為「反英雄」。
10:04
I think we need the same相同 idea理念 in business商業.
180
592966
2810
我認為在企業經營上
我們需要同樣的想法。
10:07
We need anti-CEOs反CEO,
and we need an anti-CEO反CEO playbook劇本.
181
595800
3579
我們需要反 CEO,
也需要反 CEO 手冊。
10:11
So let me tell you about
what this anti-CEO反CEO playbook劇本 is all about.
182
599403
3826
讓我來告訴你
反 CEO 手冊是怎麼一回事。
10:16
An anti-CEO反CEO playbook劇本 is about gratitude感謝.
183
604712
2690
反 CEO 手冊是關於感恩。
10:20
Today's今天的 business商業 book says:
184
608541
1952
今日的企管書上說:
10:22
business商業 exists存在 to maximize最大化 profit利潤
for the shareholders股東.
185
610517
3626
企業存在是為了
幫股東賺最大的利潤。
10:27
I think that's the dumbest最愚蠢的 idea理念
I've ever heard聽說 in my life.
186
615929
2779
我認為那是我這輩子
所聽過最愚蠢的想法。
10:30
(Laughter笑聲)
187
618732
1005
(笑聲)
10:31
In reality現實, business商業 should take care關心
of their employees僱員 first.
188
619761
4467
在現實中,企業應該先
照顧好自己的員工。
10:36
(Applause掌聲)
189
624752
5195
(掌聲)
10:41
You know, a few少數 years年份 ago,
190
629971
1261
幾年前,
10:43
when we announced公佈 that we are giving
shares分享 to all our 2,000 employees僱員,
191
631256
4342
當我們宣布發股票給
所有 2,000 名員工,
10:47
some people said it's PRPR,
some said it's a gift禮品.
192
635622
4584
有些人說這是公關技倆,
也有人說這是個禮物。
10:52
I said, it's not a gift禮品.
193
640230
1600
我說,這不是禮物。
10:55
I watched看著 it, I've been part部分 of it.
194
643341
2531
我看著,也參與過它的執行。
10:57
They earned it with their talent天賦
and with their hard work,
195
645896
2727
這是他們用自己的才華
與辛勤工作賺來的,
11:00
and I don't see any other way.
196
648637
1582
我所見的就是這樣。
11:03
The new way of business商業 --
197
651315
1992
企業的新途徑——
11:05
it's your employees僱員
you take care關心 of first.
198
653331
2451
首先顧到你的員工,
11:08
Not the profits利潤.
199
656692
1301
而不是利潤。
11:12
The new anti-CEO反CEO playbook劇本
is about community社區.
200
660144
3772
新的反 CEO 手冊著眼於社區。
11:17
Today今天, the businesses企業 that have it all
201
665359
2926
如今,擁有一切的企業,
11:20
ask communities社區, "What kind of tax breaks休息
and incentives獎勵 can you give me?"
202
668309
4287
只會問社區:「你可以給我
什麼樣的稅收優惠和獎勵?」
11:26
The reality現實 is, businesses企業 should go
to the struggling奮鬥的 communities社區
203
674132
4493
而現實是,企業應該要
走入有需要的社區
11:30
and ask, "How can I help you?"
204
678649
2166
並問:「我怎樣可以幫你?」
11:34
(Applause掌聲)
205
682176
3762
(掌聲)
11:37
When we wanted to build建立
our second第二 yogurt酸奶 plant,
206
685962
2999
當我們要蓋第二座優酪工廠時,
11:40
Idaho愛達荷州 was on nobody's沒有人是 radar雷達 screen屏幕.
207
688985
2334
沒人會考慮愛達荷州。
11:43
It was too rural鄉村, too far away,
didn't have much incentives獎勵.
208
691784
3782
因為它太鄉下,距離太遠,
又沒提供多少優惠獎勵。
於是,我去了那裡。
11:47
So I went there.
209
695974
1150
11:50
I met會見 with the local本地 people,
I met會見 with the farmers農民.
210
698014
3425
我和當地人碰面,也會見了農民。
11:53
We shook震撼 hands, we broke打破 bread麵包.
211
701463
2261
我們握手,一起用餐。
11:55
I said, "I want to build建立 it right here."
212
703748
2700
我說:「我要蓋在這裡。」
11:58
I don't need to see financial金融 studies學習.
213
706472
2041
我不需要看到財務研究報告。
12:01
And the result結果 --
214
709732
1329
而結果是——
12:05
its community社區 is thriving.
215
713236
1944
那個社區正在蓬勃發展。
12:07
There's new schools學校 that open打開 every一切 year.
216
715204
2056
每年都有新學校成立。
每年都有新的食品公司開張。
12:10
New food餐飲 companies公司
are coming未來 up every一切 year.
217
718101
2809
12:14
And they told me,
218
722053
1151
當時他們告訴我:
12:15
"You're not going to find
any trained熟練 workers工人 here."
219
723228
2452
「在這裡你找不到有經驗的工人。」
12:17
I said, "It's OK, we'll teach them."
220
725704
1913
我說:「沒關係,我們會教他們。」
12:19
We partnered合作 with
the local本地 community社區 college學院,
221
727641
2373
我們與當地社區學院合作,
12:22
and while we were building建造 the plant,
222
730919
1794
還在興建廠房的時候,
12:24
we trained熟練 hundreds數以百計 of hundreds數以百計 of people
for advanced高級 manufacturing製造業.
223
732737
3610
培養了數百人的先進製造技術。
12:28
And today今天, our factory is one
of the largest最大 yogurt酸奶 plants植物 in the world世界.
224
736371
4486
今日我們的工廠是世界上
最大的優酪工廠之一。
12:33
(Applause掌聲)
225
741540
2912
(掌聲)
12:36
The new way of business商業 --
226
744476
1695
企業的新途徑——
12:39
communities社區.
227
747148
1343
社區。
12:40
Go search搜索 for communities社區
that you can be part部分 of.
228
748515
2768
去找你可以成為其中一分子的社區。
12:43
Ask for permission允許.
229
751307
1397
請求許可。
12:45
And be with them, open打開 the walls牆壁
and succeed成功 together一起.
230
753338
4461
與他們一起,拆除藩籬,
共享成功。
12:52
The anti-CEO反CEO playbook劇本
is about responsibility責任.
231
760985
3341
反 CEO 手冊是關於「責任」。
12:57
Today's今天的 playbook劇本 says, the businesses企業
should stay out of politics政治.
232
765033
3595
今天的手冊說企業不要涉入政治。
13:00
The reality現實 is
233
768652
1246
而現實情況是
13:01
businesses企業, as citizens公民, must必須 take a side.
234
769922
3161
企業,作為公民,必須選邊站。
13:06
When we were growing生長 in New York紐約
and looking for more people to hire聘請,
235
774728
4149
當我們在紐約擴展,
需要聘用更多員工的時候,
13:10
I remembered記得 that in Utica尤蒂卡, an hour小時 away,
236
778901
4992
我記得在一個小時
路程之遙的 Utica,
13:15
there were refugees難民
from Southeast東南 Asia亞洲 and Africa非洲,
237
783917
3769
有來自東南亞及非洲的難民,
13:19
who were looking for a place地點 to work.
238
787710
2042
他們正在找地方工作。
13:23
"They don't speak說話 English英語,"
someone有人 told me.
239
791518
2072
有人告訴我:「他們不會說英語。」
13:25
I said, "I don't really, either.
Let's get translators譯者."
240
793614
2670
我說:「其實我也不會。
我們找人翻譯吧。」
13:28
(Laughter笑聲)
241
796308
2511
(笑聲)
13:31
"They don't have transportation運輸."
242
799327
1663
「他們沒交通工具。」
13:33
I said, "Let's get buses公共汽車,
it's not a rocket火箭 science科學."
243
801014
2602
我說:「我們準備巴士。這不難。」
13:36
Today今天,
244
804506
1150
今天,
13:39
in one of America's美國 rural鄉村 areas,
245
807339
2857
在美國一個農村地區,
13:42
30 percent百分 of the ChobaniChobani workforce勞動力
are immigrants移民 and refugees難民.
246
810220
3315
Chobani 的員工有
30% 是移民和難民。
13:45
(Applause掌聲) (Cheers乾杯)
247
813559
5760
(鼓掌)(歡呼)
13:51
And it changed us for better.
248
819343
1733
它讓我們變得更好。
13:55
The new way of business商業 --
249
823188
1976
企業的新途徑——
13:57
it's business商業, not government政府,
in the best最好 position位置 to make a change更改
250
825188
4334
當今是企業,而不是政府,
最能改變這個世界:
14:01
in today's今天的 world世界:
251
829546
1166
14:02
in gun violence暴力, in climate氣候 change更改,
252
830736
3254
在槍支暴力,在氣候變化,
14:06
in income收入 inequality不等式,
in refugees難民, in race種族.
253
834014
3703
在收入不平等、
難民與種族問題等方面。
14:09
It's business商業 that must必須 take a side.
254
837741
2161
企業必須要採取立場。
14:12
(Applause掌聲)
255
840653
3937
(掌聲)
14:16
And lastly最後, an anti-CEO反CEO playbook劇本
is about accountability問責.
256
844614
5487
最後,反 CEO 手冊是關於問責。
14:23
Today's今天的 playbook劇本 says, the CEOCEO reports報告
to the corporate企業 boards.
257
851546
3944
今天的手冊裡,
CEO 向公司董事會負責。
14:28
In my opinion意見, CEOCEO reports報告 to consumer消費者.
258
856181
3502
依我之見,CEO 應該向消費者負責。
14:32
In the first few少數 years年份 of ChobaniChobani,
259
860401
1779
在 Chobani 的頭幾年,
14:34
the 1-800 number on the cup杯子
was my personal個人 number.
260
862204
3480
優酪杯上的客服
電話是我的個人號碼。
(笑聲)
14:38
(Laughter笑聲)
261
866052
1024
14:39
When somebody called and wrote,
I responded回應 personally親自.
262
867100
3525
每當有人打電話或寫信來,
我都親自回應。
14:42
Sometimes有時 I made製作 changes變化
based基於 on what I heard聽說,
263
870649
3200
我有時候會基於那些意見而做改變,
14:47
because consumer消費者 is in power功率.
264
875427
2388
因為消費者握有權力。
14:50
That's the reason原因 the business商業 exists存在.
265
878795
2533
那是企業存在的理由。
14:55
It's you -- every一切 single one of you
is in power功率 to make changes變化 today今天.
266
883350
5317
就是你們——今天你們
每一位都有做改變的權力。
15:01
If you don't like the brand
and the companies公司,
267
889165
2158
如果你不喜歡某品牌和企業,
15:03
what they are doing with their business商業,
268
891347
1960
如果你不喜歡他們經營方式,
15:05
you can throw them into the garbage垃圾 can.
269
893331
1952
你可以把他們扔進垃圾筒。
15:07
And if you see the ones那些
that are doing it right,
270
895307
2254
如果你看到做得正確的,
你可以獎勵他們。
15:09
you can reward獎勵 them.
271
897575
1333
15:12
In the end結束, this is all
in our responsibility責任.
272
900083
3527
最終,這一切都是我們的責任。
15:15
The new way of business商業 --
273
903956
1309
企業的新途徑——
15:17
it's the consumer消費者 we report報告 to,
not to the corporate企業 boards.
274
905289
3087
它向消費者,而不是
向公司董事會負責。
15:21
You see,
275
909019
1279
你看,
15:23
if you are right with your people,
276
911160
3169
如果你善待你的員工,
15:27
if you are right with your community社區,
277
915276
2683
如果你善待你的社區,
15:29
if you are right with your product產品,
278
917983
2627
如果你善待你的產品,
15:32
you will be more profitable有利可圖,
279
920634
2309
你的利潤會增加,
15:34
you will be more innovative創新,
280
922967
2032
你會有更多的創新,
15:37
you will have more passionate多情
people working加工 for you
281
925023
2508
你會有更多充滿激情的人為你工作,
15:39
and a community社區 that supports支持 you.
282
927555
1982
並有整個社區支持你。
15:41
And that's what the anti-CEO反CEO
playbook劇本 is all about.
283
929561
3082
這就是反 CEO 手冊的內容。
15:47
The treasure寶藏 that I found發現
in that factory --
284
935355
3944
我在那家工廠發現的寶藏——
15:55
dignity尊嚴 of work,
285
943220
2308
工作的尊嚴,
性格的力量,
15:57
strength強度 of character字符,
286
945552
1900
15:59
human人的 spirit精神 --
287
947476
1306
人類的精神——
我們需要將這些散播到全世界。
16:01
is what we need to unleash發揮
all across橫過 the world世界.
288
949212
2883
16:07
Brothers兄弟 and sisters姐妹,
289
955088
1485
各位兄弟姐妹們,
16:09
there are people and places地方
all around the world世界
290
957874
4905
世界上到處有被忽略、被遺忘的
人群和地方。
16:16
left out and left behind背後.
291
964232
1810
16:19
But their spirit精神 is still strong強大.
292
967193
2532
但他們的精神依然強勁。
16:24
They just want another另一個 chance機會,
293
972490
1930
他們只是想要另一個機會,
16:26
they want someone有人
to give them a chance機會 again,
294
974444
3427
他們要有人再給他們一個機會,
16:29
not to just build建立 it back,
but build建立 it better than before.
295
977895
3757
不只是要重建,
而是要構建得比以前更好。
16:34
And this is the difference區別
between之間 return返回 on investment投資
296
982520
4818
這是投資回報率
和善意回報率之間的差異。
16:39
and return返回 on kindness善良.
297
987362
1539
16:42
This is the difference區別 between之間 profit利潤
298
990717
4048
這是利潤和真正財富之間的區別。
16:46
and true真正 wealth財富.
299
994789
1256
16:50
And if it can happen發生
300
998701
1436
如果它可以發生在
16:53
in a small town
in upstate北部 New York紐約 and Idaho愛達荷州,
301
1001034
3488
紐約州北部和愛達荷州的小鎮,
16:56
it can happen發生 in every一切 city and town
and village across橫過 the world世界.
302
1004546
4293
它也能發生在世界上每一個
城市、鄉鎮,和村里。
17:02
This is not the time to build建立 walls牆壁,
303
1010395
2428
現在不是建牆的時候,
17:04
this is a time to start開始
painting繪畫 the walls牆壁.
304
1012847
2905
而是開始粉刷牆壁的時候。
用什麼顏色,你們自己決定。
17:07
I leave離開 the colors顏色 all up to you.
305
1015776
1825
17:09
Thank you so much.
306
1017625
1200
萬分感謝。
17:10
(Applause掌聲)
307
1018849
5135
(掌聲)
Translated by Bruce Sung
Reviewed by Yanyan Hong

▲Back to top

ABOUT THE SPEAKER
Hamdi Ulukaya - Yogurt maker, humanitarian
Hamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade.

Why you should listen

Hamdi Ulukaya was raised in a dairy-farming family in a small village in eastern Turkey. He launched Chobani in 2007 with the mission and vision of making better food more accessible. In less than five years, Chobani became the number-one-selling Greek yogurt brand in the US, with more than a billion dollars in annual sales.

An advocate of reducing income and wealth inequality nationwide, Ulukaya implemented innovative profit-sharing and paid parental leave programs for Chobani's 2,000 employees. He founded the Tent Partnership for Refugees to improve the lives of more than 25 million refugees around the globe. He also signed the Giving Pledge, committing the majority of his personal wealth to the cause.

More profile about the speaker
Hamdi Ulukaya | Speaker | TED.com