什么是企业长期获利的引擎

企业宗旨能起到多大的作用？什么是企业长期获利的引擎？泰雷兹集团董事长兼首席执行官帕特里斯.凯恩(PATRICE CAINE)撰文讲述“企业宗旨是危机中的道德指南针（300803）”。

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帮助企业员工在家中安全地工作；对运送医疗设备的无人机进行交通管理；确保不同城市、不同国家之间交通运输系统正常运行，以便医护工作者可以正常上班，病人可以及时转院；

Helping a company's employees to work from home safely and securely.Managing drone traffic for deliveries of medical equipment.Keeping transport systems running across cities and countries so that healthcare professionals can get to work and patients can be transferred to other facilities.

生产医用呼吸机；开发非接触式支付和访问控制解决方案……

Manufacturing ventilators for hospitals.Developing contactless payment and access control solutions…

这只是企业如何利用自己的专长造福社会的几个例子，类似的例子还有很多。

These are just a few examples of how a company's expertise can benefit society,and there are many more.

在此列举这些，并不是出于自我满足，而是想告诉大家，在我们今天所经历的危机中，类似泰雷兹的科技企业能够为社会做些什么，同时也证明企业的角色不仅仅是逐利。

I list them here not out of self-satisfaction but to show what technology companies such as Thales and others can do to serve the interests of society in a crisis like the one we are experiencing today.And to make the case that the role of a company truly goes beyond the pursuit of profit.

企业在社会中需要承担很重要的角色，并对利益相关方(员工、客户、供应商、股东、政府等)作出承诺。企业的领导者和员工有责任为企业所做的事赋予意义。

A company needs to play a material role in society and make commitments to its stakeholders(employees,customers,suppliers,shareholders,governments,etc.).Its leaders and employees have a duty to give meaning to what that company does.

全球最大的资产管理公司贝莱德(BlackRock)董事长兼首席执行官Larry Fin表示，“一个企业如果缺乏宗旨，并将广大利益相关方的需求置之度外，它就无法长期获利”。

“A company cannot achieve long-term profits without embracing purpose and considering the needs of a broad range of stakeholders,”said Larry Fink,Chairman and Chief Executive Officer of BlackRock,the world's largest asset manager.

他在今年年初发表的致CEO们的年度致信中写道：“强烈的宗旨意识和对利益相关方的承诺有助于加深企业与客户之间的联系，并适应不断变化的社会需求。最终，宗旨将成为企业长期获利的引擎”。

“A strong sense of purpose and a commitment to stakeholders helps a company connect more deeply to its customers and adjust to the changing demands of society.Ultimately,purpose is the engine of long-term profitability,”he wrote in his annual letter to CEOs published at the beginning of the year.

企业的使命说明了企业所做的事情，而企业的宗旨远不止于此。

The mission of a company states what the entreprise does.A corporate purpose goes beyond.

企业的宗旨解释了企业之所以存在的原因，以及最终如何为客户和整个社会创造价值，因而具有强大感召力和变革推动力。

It has the power to mobilise and to transform by explaining why the company exists and how it ultimately creates value for its customers and society at large.

毋庸置疑，清晰的宗旨同样也具备吸引年轻人才的潜力，因为他们非常重视自己工作的意义和企业的社会角色。

Having a clear purpose undoubtedly also has the potential to attract young talent,who are extremely sensitive to the meaning of their work and the role of business in society.

泰雷兹将其宗旨定义为“构建共信未来”。我们花费了六个月的时间，与企业近半数的员工(集团共有员工83000人)讨论我们最深层的动机，以及泰雷兹能够满足当今和未来哪些有意义的社会需求，之后才确立了这一企业宗旨。

Thales has defined its purpose as'building a future we can all trust'.It is a statement that took six months to write,six months of consultations with almost50%of the Group's83,000employees about our deepest motivations and about the needs of society,today and tomorrow,that Thales can meaningfully address.

这一宗旨也是集团成立一百多年以来，企业基因的真实写照。

It's the exact transcription of the DNA that has shaped the Group ever since it was founded more than a century ago.

“我们的客户是构成我们社会神经系统基础设施的基石。他们对此愿景的共享与支持具有至关重要的意义。”

'It is crucial for our customers—the people behind the infrastructure that forms the nervous system of our societies—to share and support this vision.'

因为我们的成功建立在客户成功的基础之上。我们的宗旨宏大吗？是的，雄心勃勃。

We only succeed if our customers succeed.Is our purpose ambitious?Yes.It's tremendously ambitious.

同时，我们也需要有更谦逊的态度，因为泰雷兹从未声明自己代表着信任的一切要素。

And we need to show a level of humility,because Thales does not claim to be the be-all and end-all of trust.

事实上，其他许多企业也围绕信任的概念定义了自己的宗旨。这表明信任在我们的社会中已经成为一个巨大的、重要的问题和挑战，我们都必须尽自己的全力去解决这一问题。

Indeed,other companies have also defined their purpose around the notion of trust.It shows just how big an issue trust has become in our societies,a challenge so fundamental that we are all going to have to do our part to overcome it.

我认为，我们正在经历一个特殊的时期。这对企业来说也是一个机会，企业可借此证明其企业宗旨的有效性和真实性，特别是在责任方面。

The extraordinary period we are going through is,I believe,an opportunity for businesses to prove the validity and authenticity of their corporate purpose,particularly in terms of responsibility.

在谈了这么多企业责任，发表了多年的报告和声明之后，现在是时候来面对现实、化口号为行动了。因此，这也标志着一个新时代的开始。

After so much talk about corporate responsibility,so many years of reports and declarations,the current period is time to check our facts and transform our words into deeds.As such,it marks the beginning of a new era.

今天，不在社会问题上“站队”已不再被视为中立；不声援某个观点就代表着反对。与几十年前相比，这是一个明显的变化。

Today,failing to take sides on societal issues is no longer seen as just being neutral.Not speaking out in support of something is now the same as being against it.This is a real change from earlier decades.

新冠肺炎疫情危机对每个企业来说都是一个机会，让我们通过现实的检验来重新审视自己的企业宗旨。

The Covid-19crisis is a chance for every company to reality-check its corporate purpose and put it to the test.

未来，像泰雷兹一样的技术提供者们必须拿出实质性证据，证明我们的资源和能力可以有效满足社会对企业在社会责任和环境责任方面的要求。

Tomorrow,technology providers like Thales will need to show material evidence that their resources and capabilities effectively address society's demands for social and environmental responsibility.

我们已经开始行动，努力寻找切实的方法来减少自己的碳足迹，同时减少我们的客户和合作伙伴对环境的影响。

We are already on the case,working on concrete ways to reduce our own carbon footprint and limit the environmental impact of our customers and partners.

我们的企业宗旨在这场危机中发挥了道德指南针的作用。它帮助我们找出与客户和员工最息息相关的问题，确定我们的具体行动和解决方案如何切实有效地帮助他们，同时保护他们的安全。

Our corporate purpose is our moral compass in this crisis.It is helping us to identify the issues that are most crucial to our customers and employees,and to determine how our tangible actions and solutions can help them most effectively while preserving their safety and security.

我们的宗旨让我们与志同道合的朋友们一起展望未来，携手构建一个共信未来。

Our purpose lets us look ahead with those who share our vision so that,together,we can build a future we can all trust.

记者：朱琳

(图片均由泰雷兹集团提供)

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