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　　YaYa CEO Ferrazzi works with "Inc." writer Raz to explain the

guiding principles he has mastered over a lifetime of reaching out

to explain what it takes to build the kind of lasting, mutually

beneficial relationships that lead to professional and personal

success.

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　　KEITH FERRAZZI is founder and CEO of Ferrazzi

Greenlight. He recently served as CEO of YaYa media, an interactive

company. Before joining YaYa, he was chief marketing officer for

Starwood Hotels & Resorts Worldwide, and CMO at Deloitte

Consulting, where he was the the youngest partner in their history.

Named one of the "40 Under 40" busines leaders by Crain's Business,

Ferrazzi is a frequent writer and commentator for The Wall Street

Journal, Harvard Business Review, Inc., CNN, and CNBC. He lives in

Los Angeles. TAHL RAZ is a former reporter at Inc.

magazine.

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"Would you tell me, please, which way I ought to go from here?"

"That depends a good deal on where you want to get to," said the Cat.

"I don't much care where—" said Alice.

"Then it doesn't matter which way you go," said the Cat.

—Alice's Adventures in Wonderland BY LEWIS CARROLL

我开始相信，生活从某种角度来讲--比如高尔夫--是一种游戏，在这样的游戏中，那些能很好理解规则的人，可以玩的很成功。

“贫穷”绝不仅仅意味着缺钱，它更意味着你没有办法跟那些可以帮助你成功的人有任何联系。

你不能一个人到达目的地，实际上，你根本就走不了多远。

有些人用金钱来打开门路，有些人天生就有。我的优势在于我的主动和干劲。

任何领域的成功，尤其是商界，都在于与人共事，而不是反对和提防。

我认识到与其他人来往可以使人们的生活有所变化，同时也是探索、了解并丰富自己生活的一种方式。分享知识、资源、时间、精力、朋友、合作人、还有感情。不断努力为他人提供价值，同事也增加我自己所拥有的价值。就像商业本身，你要做的并不是管理实务，而是管理关系。

我相信建立关系是我所能学到的最重要的商业和生活技能之一。为什么？因为人们都是与他们所认识的并且喜欢的人做生意。

在商界，我发现没有什么可以超越导师的作用。在我职业生涯的每一个阶段，我都在寻找我周围最成功的人并寻求他们的帮助和指导。

我认识到真正的“关系”在于如何想办法让其他人更成功，在与努力地去“付出”而不是去“索取”。

1、与他人建立联系永远不会令人厌烦。你总是不断的了解自身，了解他人。同时了解生意以及整个世界。

2、关系以及随着而来的利于我们自身发展的支持、灵活性、机遇，忠诚和保障；当今世界，基本的硬通货是信息，一个范围广阔的关系网是使我们成为各自领域思想领跑者的最可靠方法之一。

非常成功的人，往往都有一个有可信的、有才能的、有灵感的人们组成的小圈子。包含了许多互惠互利，这意味着你不能仅仅为自己考虑，还要替他人考虑。你一旦致力于与他人交往并请求他们帮助你所从事的事情，你会发现这是一个完成目标的多么强有力的方法。同样重要的是，它可以带来更充实、富足的生活，围绕一个不断成长的、活跃的人际网中，周围都是你所关心的并且也关心你的人们。

...my four rules for what I call warm calling: 1. Convey credibility by mentioning a familiar person or institution 2. State your value proposition 3. Impart urgency and convenience by being prepared to do whatever it takes whenever it takes to meet the other person on his or her own terms 4. Be prepared to offer a compromise that secures a definite follow-up at a minimum.

"Hi, Serge. It's Keith Ferrazzi. John's talked highly of you for some time, and I've finally got a nice excuse to give you a call. I'm calling for my friend Jeff Arnold, the founder of WebMD, who has a new, very powerful way to distribute digital content. With some of the new products you'll be launching this quarter, it could make for the perfect partnership. I'll be in New York next week. Let's get together. Or, if get...

One immutable fact: Business is a human enterprise, driven and determined by people.

Trust me, all people naturally care, generally above and beyond anything else, about what it is they do. If you are informed enough to step comfortably into their world and talk knowledgeably, their appreciation will be tangible. As William James wrote: "The deepest principle in human nature is the craving to be appreciated."

书籍介绍

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Book Description

YaYa CEO Ferrazzi works with "Inc." writer Raz to explain the guiding principles he has mastered over a lifetime of reaching out to explain what it takes to build the kind of lasting, mutually beneficial relationships that lead to professional and personal success.

From Publishers Weekly

The youngest partner in Deloitte Consulting's history and founder of the consulting company Ferrazzi Greenlight, the author quickly aims in this useful volume to distinguish his networking techniques from generic handshakes and business cards tossed like confetti. At conferences, Ferrazzi practices what he calls the "deep bump" - a "fast and meaningful" slice of intimacy that reveals his uniqueness to interlocutors and quickly forges the kind of emotional connection through which trust, and lots of business, can soon follow. That bump distinguishes this book from so many others that stress networking; writing with Fortune Small Business editor Raz, Ferrazzi creates a real relationship with readers. Ferrazzi may overstate his case somewhat when he says, "People who instinctively establish a strong network of relationships have always created great businesses," but his clear and well-articulated steps for getting access, getting close and staying close make for a substantial leg up. Each of 31 short chapters highlights a specific technique or concept, from "Warming the Cold Call" and "Managing the Gatekeeper" to following up, making small talk, "pinging" (or sending "quick, casual" greetings) and defining oneself to the point where one's missives become "the e-mail you always read because of who it's from." In addition to variations on the theme of hard work, Ferrazzi offers counterintuitive perspectives that ring true: "vulnerability... is one of the most underappreciated assets in business today"; "too many people confuse secrecy with importance." No one will confuse this book with its competitors.

From Booklist

Ferrazzi grew up in rural Pennsylvania, the son of a steelworker and a cleaning lady, yet his ability to connect with others led to a scholarship at Yale, a Harvard MBA, and a prestigious partnership at Deloitte Consulting. His skills at creating and maintaining a network of contacts are nothing short of those of a serious presidential contender. All business hopefuls seek to enter a sphere of players more powerful than themselves, and Ferrazzi says that sometimes all it takes is asking. The book is dense with suggestions. Seek out mentors to guide you and introduce you to the people you need to know and then become a mentor yourself. Use your initial conversation to show the other person what you have to offer them, and never keep score. Make others feel important by remembering their names and birthdays. And don't be afraid to open up and show vulnerability--it's a great icebreaker. Ferrazzi presents a whirlwind of ideas to widen your circle of contacts that goes way beyond the usual stale concepts of "networking."

　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　David Siegfried

Book Dimension

length: (cm)23.4 　　　 　　　　　 　　　　　 width:(cm)16

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