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很少有几家企业的运营纯粹是为了利他，但是那并不表示牟利就是首要的哲学和实用的目标。实际上，有效率的老板会建立起真正的企业使命。使命如何形成既取决于企业也取决于老板设定的最重要的目标。
比如，一位餐馆老板可能推出午间快餐服务作为服务忙碌的商业团体的一种方式。同样，医疗器材装备公司则强调它的产品如何改善顾客的健康状况。明确的使命（职责）不仅有利于激发雇员的积极性，而且在他们的工作中注入了一种重要感。
3. 除了恐惧本身之外，没有什么可恐惧的。
我们许多人曾经遇到过这样的老板，他们擅长于在台历旁放上一把刀，谁犯一个错误，就应很自然地把脑袋放在刀刃下。相反，有效率的老板鼓励他或她的员工不要提心吊胆地工作：一时的混乱是通向良好的工作表现的“必经之路”。
席翰说：“这需要一种鼓励学习而非害怕犯错的心理。尝试新的、不同的事物，但是必须清楚如果事情没有得到解决，也不必大发雷霆。我在大学时是个游泳选手。当我想象着有只鲨鱼在追我时，我游得很快；当我想象着在参加奥林匹克赛时，游得也一样快。问题在于你想要集中于什么。”
4. 这也是他们的事业。
不要忘记为你工作的人在指望着你能帮助他们开拓和发展自己的事业。正如我所说的，不完全是为了钱，而是要让你的雇员明白如何为自己改善和创造有意义的事业。
如果一名雇员的目标是有一天成为经理或经营自己公司。帮助它实现那个目标。告诉他们为了实现最终计划而需要努力培养的特点。
5. 后天制造，不一定要天生就是。
做一名好老板最后要注意的方面是：成为一位有效率的领导者很大程度上是一种后天学习的行为。当然，过去总是有而且将来还会有一些似乎在领导和激发动力方面有着完美技能的老板。但对于有领导才能的人来说，很多一流的雇主是通过参加管理课程和研讨会，阅读有关高效率领导的书籍而成长起来的，当然同样重要的是明白一个好的雇主自然会吸引一流的雇员的道理。
席翰说：“人们肯定能发挥好的领导才能。在某种程度上，我们都有成为好的老板的内在品质。你真正需要做的是尽可能将它们发挥到极至”。
7、Directions:
You are going to read a list of headings and a text about preparing in the academic community. Choose the most suitable heading from the list A-F for each numbered paragraph (41-45). The first and last paragraphs of the text are not numbered. There is one extra heading which you do not need to use. Mark your answers on ANSWER SHEET 1. (10 points)
Today, some 30% of small business owners don’t have a Web presence at all, while the vast majority who do are watching their sites sit stale, waiting and wanting for business. Where did things go wrong? There are common principles followed by those whose dreams of online success have become reality.
41. Build your site around your customer:
Thinking of your site as your online storefront, built around delivering the highest-quality customer experience from the moment your customer steps through the “door”.
42. Just because you built it doesn’t mean they’ll come:
If you aren’t seeing a large volume of targeted traffic to your site, it’s time to up the ante.
43. Integrate customer loyalty programs and promotions:
containing discounts, news, or friendly service reminders. Use discount promotional offers to stay in touch with past visitors to your site.
44. Justify your monthly spending through product bundling:
While pay-per-click Internet advertising is much more cost-effective than traditional media channels, bundling products together will not only increase your sales revenue, but also enable you to get more out of your per-click ad rates.
45. Measure your progress:
Your site may be live, but how is it performing?
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