글로벌 CEO 인터뷰, 헬렌 S 정

A Silicon Valley companies have a tendency to develop these systems that rely on complexity.

Technology has this way of becoming overly complex, but simplicity was one of the reasons that people gravitated to Google initially.

This complexity is an issue that has to be solved for online technologies, for devices, for computers, and it's very difficult.

Google from the beginning focused on the simple search box, the simple search page.

Success will come from simplicity.

   

Fee is a better price than cheap.

And this simple principle has been lost on many business people.

A rule of economics is that for manufacturing and mature businesses eventually the price of the good goes to the marginal cost of its production and distribution.

Well, in the digital world, for digital goods, the marginal cost of distribution and manufacture is effectively zero or near zero.

So, certainly, for the category of goods, it's reasonable to expect that the free model with ancillary branding and revenue opportunities is probably a very good thing.

   

Judging simply by the percentage of advertising dollars spent, it's reasonable to assume that television has done more to foster consumer anything else.

   

Price-conscious customers are willing to trade off an excellent service experience for low prices.

   

Our philosophy is to start with a price that the consumer will want to pay and figure out a way to make it.

   

Investment banks used to say that this model did not work, but we have shown that it gives us more flexibility in production, sales and stock management.

   

I turned off the light while you were sleeping, because I thought you might be tired with the light on.

   

By controlling all the steps such as design, manufacturing, distribution and sales, we could cut costs and, even more important, make huge gains in speed and flexibility.

We've proven that speed and flexibility matter more than pure price.

   

First of all, it's important for people who run business to remember that the people who work with them or for them, that 80% of their lives are going to be spent doing that.

It's important to realize that if it's 80% of your life, it should be fun.

If they start having a fun time and really enjoying what they do, then the customers who come into contact with them are going to have a fun time and enjoy coming into contact with your company as well.

That can then also move on into your marketing.

Don't be dry. Do it with a sense of fun.

   

If you can do things with a smile, do things with a sense of humor, take the mickey out of your competitors sometimes, be willing to accept that they're going to do the same back to you and, again, not take yourself too seriously, that's important.

   

I think publicity, getting your brand or getting your company's name out and about is absolutely critical, particularly if you're a consumer-oriented brand.

You have to be willing to use yourself, as well as your dollars you spend on advertising, to get your brand on the map.

I think that often a good PR story is far more effective than a full-page ad, and it's a hell of a lot cheaper.

   

We're making some money because we're innovating.

And we decided to innovate our way through this downturn, so that we would be further ahead of our competitors when things turn up.

   

One's success cannot always be measured in terms of money.

   

The most important thing in life is "not to tell a lie", in other words, to be truthful.

   

The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium profits lie.

   

The Internet's been the most fantastic thing for consumers, because it has moved power away from manufacturers, away from distributors, away from retailer, into the hands of the consumer.

   

폴라로이드 카메라 … 세상을 바꿀 사진 세 장을 찍어오라고 시킴, 22 살 청년 3장 모두 자신의 모습을 찍어서 제출… 2년 동안 두번의 승진을 거듭. 케빈 로버츠는 이런 괴짜들을 뽑음… 자신도 고졸 출신, 사치앤사치

   

Today civic groups are helping them raise their standard of living through small loans which help increase their income.

   

I'm very honest- brutally honest.

I always look at things from their point of view as well as mine.

And I know when to walk away.

   

Running the company today is completely different; the global marketplace is different; the competition is different; the consumer is different; the selling requirements for our representatives are different.

Everything has changed around the company, except, luckily, the original mission.

   

Far better it is to dare mighty things, even though checked by failure, than to take to rank with those poor spirits who neither enjoy much nor suffer much.

   

Whatever is worth doing, is worth doing well.