美国在线 数字先哲

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1、AOL’s‘digitalprophet’iseverythingwrongwithCorporateAmericatodayDavidShing,AOL's"digitalprophet,"canseethefuture:ItinvolveswowingMBAsbyusingtheword"brands"(Youtube)AOLisadinosaurthatprays yourgrandparentswon'tsend ittoanevenearlierextinctionbyrealizingtheydon'thavetopayit

2、forInternetanymore.That'sbecause over100percentofitsprofits comefromthe2.3millionpeoplewhostillpayit$20.86amonthforinternetaccessthattheygetfromsomebodyelsenow.Notexactlyasustainablebusinessmodel.So it'snosurprisethat,evenasittriesto,well,pivotintobeingamediacompany,AOLi

3、sdesperatelytryingtodivineafuturewhereit'ssomethingmorethanobsolete.Andthat'swhytheyhaveDavidShing,aka"Shingy,"akaAOL'sself-proclaimed"digitalprophet."(Althoughtheymightbebetterservedtryingtoinventatimemachine atthispoint).Hehasbighair,glammed-outfingernails,andrepeatsth

4、eword"brands"likehe'saverballyincontinentMBA.Shingy,inotherwords,iswhataWhartongraddressedupasan80srockerlooksandsoundslike. But,asAndrewMarantz oftheNewYorkershows,he's actuallyalittlemoreDadathanthat.Justtrytodecipherthis:Next,ShingystoppedbytheofficeofErikaNardini,the

5、chiefmarketingofficerofAOLAdvertising,andhandedheraniPadMini.“WantedtoshowyoualittlebrainfartIhadontheplane,”hesaid.Itwasacartoonhehaddrawnofabearwearingzebra-printpantsandashirtcoveredinonesandzeros.“Loveit,loveit,loveit,”Nardinisaid.“I’mthinkingofthebearsmoreasametapho

6、r.”“Athousandpercent,”Shingysaid.It'sametaphoralright,butforhowvacuousourcorporateclasshasbecome.Lookatitagain.It'sgibberish.Butthenagain,soismostbusinessjargon.They usewordslike"disrupt,""leverage,"and"space"(asin,"I'mworkinginthecharlatanspace")asverbalticswhenthey'rea

7、fraidtheydon'tsoundimportantenough.It'sMBAmadlibsthatdoesn'treallysayanythingotherthanthatthey'repartofthecorporateclub.Andas DanPallotta pointsoutinHarvardBusinessReview,nobodywantstobethefirsttoadmitthatthisisallmeaningless."Therearealotofinferioritycomplexes,"hesays,a

8、ndjargonisallabout"wantingtomeetthethresholdofwhat'sconsideredintelligentbusinessvernacular."It'sCorpor