Fortune | FORTUNE 29分钟前
Rolls-Royce CEO Tufan Erginbilgiç: ‘You can’t always influence the macro stuff but you influence how you deal with it’
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劳斯莱斯CEO Erginbilgiç自2023年初上任以来,通过17项改革举措,聚焦于正视现实、提升效率、设定明确目标以及“正常化强度”以推动执行。他强调,企业转型并非简单的重组,而是更全面、更具野心的变革。面对关税、地缘政治和技术快速变化等挑战,他致力于提升劳斯莱斯的主动性和敏捷性,通过定期向他汇报的专项工作组来应对宏观环境的影响。他认为,在推动大规模变革时,应着重描绘“美好愿景”而非仅仅关注预算或最新的AI技术,以激发员工的积极性。

🚀 **聚焦现实与愿景驱动:** Erginbilgiç认为,表现不佳的公司往往回避谈论业绩,但CEO必须清晰地传达公司的愿景,让员工明白“美好愿景”是什么样子,以此来激发团队的士气和行动力,而非仅仅依赖于预算目标或技术趋势。

💡 **四大支柱推动变革:** 公司的转型由四大核心支柱支撑:让所有人对正视现实达成一致,驱动效率提升,设定清晰的目标,以及“正常化强度”以确保工作得以完成。这套系统性的方法旨在全面提升公司运营能力。

🛡️ **积极应对外部挑战:** 面对如关税、地缘政治波动和技术更迭等外部不确定性,Erginbilgiç采取的策略是让劳斯莱斯变得更具前瞻性和灵活性。他强调,虽然无法控制宏观环境,但可以影响企业如何应对这些挑战,并为此设立了定期汇报的工作组。

🎯 **“正常化强度”的意义:** 这一概念指的是在执行过程中保持一致的、高水平的努力和专注度,确保目标得以实现。它意味着将高效的工作文化融入日常运营,使之成为常态,从而推动企业持续进步。

Erginbilgiç says he’s “changed everything about the company” since becoming CEO in early 2023. He drove 17 initiatives across the organization through four so-called pillars of getting everyone aligned around confronting reality, driving efficiency, setting clear targets and “normalizing intensity” to get things done.

“Underperforming companies stop talking about performing,” he told me. “They stop communicating because it looks ugly. You need to tell them what your vision is to make this a great company … It’s not restructuring I’m after. Transformation is a lot more holistic and ambitious.”

And his response to tariffs, geopolitical challenges and ever-shifting technologies is to focus on making Rolls-Royce more proactive and agile. “You can’t always influence the macro stuff but you influence how you deal with it,” says Erginbilgiç, who created a large task force that reports to him every two weeks.

When trying to align 50,000 people around transformation, his advice is not to obsess over the latest AI or budget target. “Nobody gets excited about budgets,” he says. “Tell people what good looks like.”

Contact CEO Daily via Diane Brady at diane.brady@fortune.com

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CEO Daily is compiled and edited by Joey Abrams and Jim Edwards.

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