1、SEPTEMBER 201 544 The Big IdeaThe Organi zati onal “Im Sorry”Maurice E.Schweitzer et al.86 Risk ManagementCybersecuri ty:Lessons from the PentagonJames A.“Sandy”Winnefeld Jr.et al.108 Managing YourselfHow to Embrace Complex ChangeLinda BrimmTHE EVOLUTION OF DESIGN THINKINGITS NO LONGER JUST FOR P PR
2、 RO OD DU UC CT TS S.E EX XE EC CU UT TI IV VE ES S A AR RE E U U US S SI IN NG G G T TH HI IS S S A AP PP PR RO O OA AC C CH H T T T TO O O O O D D D DE E E EV V V VI I I IS S S S SE E E E S S S S ST T T TR R R RA A A AT T T TE E E EG G G G GY Y Y Y A AN ND D M MA AN NA AG GE E CHANGE.PAGE 55 1-800
3、-441-4488HF L N E U R F O R E V E RFeatures September 201544THE BIG IDEAThe Organizational ApologyA step-by-step guide for determining whether a mistake merits a corporate apology and,when it does,for crafting and delivering an effective messageMaurice E.Schweitzer,Alison Wood Brooks,and Adam D.Gali
4、nsky86RISK MANAGEMENTCybersecuritys Human Factor:Lessons from the PentagonHuman error lets in the overwhelming majority of successful cyberattacks.The U.S.military has learned to bar their way by applying the zero-defect protocols.James A.“Sandy”Winnefeld Jr.,Christopher Kirchhoff,and David M.Upton9
5、6MARKETINGHow Certainty Transforms PersuasionThe more certain people are of their opinions,the more likely they are to act.Zakary L.Tormala and Derek D.RuckerMICHAEL BYERSHBR.ORG6 Harvard Business ReviewSeptember 2015Ambi ti on knows no ti me zone.CopyCopyrighrighght 2 2t 2t 015015 5 UnitUnitnited P
6、ed Ped Parcearcearcearcel Sel Sel Sel Servicrvicrv rvice ofe ofe of AmeA Americarica,In,Inc.c.UPS for imports and exports.Youre not about to let a little geography get in the way of growing your business.Neither are we.Well help you with everything from choosing the right services to filling out the
7、 international forms you need.With a powerful network of nearly 80,000 employees outside the US and serving more than 220 countries and territories,a world of opportunity awaits.From figuring it out to getting it done,were here to ups united problem solverslearn more at The Microsoft Cloud gives Spe
8、cial Olympics instant access to key performance and health data for every athlete,?help streamline the management of 81,000 events across 170 countries each year.So the focus can be on changing the lives of athletes,and thats the true victory.This is the Microsoft Cloud.Departments September 2015IN
9、EVERY ISSUE 12 From the Editor 20 Interaction 34 Vision Statement 36 Strategic Humor 125 Executive SummariesWhat to do if technology is disrupting your business page 117Luxury is becoming more personal than social.page 26EXPERIENCE108MANAGING YOURSELFHow to Embrace Complex ChangeA step-by-step guide
10、 to help executives adaptLinda Brimm117CASE STUDY Can You Win Back Online Shoppers?An electronics retailer seeks to capture customers who examine products in the store but buy from online competitors.Thales S.Teixeira and Sunil Gupta122SYNTHESISCollaborate for Real Turning the lingo of collaboration
11、 into everyday practiceAlison Beard128LIFES WORKSalman Rushdie The acclaimed novelist on the unique truths found in fiction and the appeal of social mediaIDEA WATCH26MARKETINGLuxury Branding Below the RadarHow companies can benefit from the rise of“inconspicuous consumption”PLUS The sorry state of n
12、onprofit boards,lessons from coworking spaces,and more32DEFEND YOUR RESEARCHGazing at Nature Makes You More ProductiveWant to increase your focus?Try staring at some grass.39HOW WE DID ITThe President of SRI Ventures on Bringing Siri to Life The hard part was analyzing words so as to understand the
13、users intent.Norman Winarsky39JEFF SINGER,MATTIAS MACKLER,ALVARO TAPIA HIDALGO“A valley of death lies between invention and innovation.”HBR.ORG10 Harvard Business ReviewSeptember 2015HARMONYCHRONOGRAPHGeneva official watchmaking certification260 years of continuous hist ory is r ef lect ed in the Ha
14、rmony Collection.A new legacy has dawned.CRAFTING ETERNITY SINCE 1755New York Atlanta Bal Harbour Houston Las Vegas Honolulu800.348.3332 Design as StrategyDesi gn thi nki ng i snt new.But many compani es sti ll arent sure how i t can i mprove thei r busi ness.Thi s months Spotli ght should be of hel
15、p,si nce i t i llustrates some of the ways desi gn thi nki ng i s starti ng to power corporate strategy.The emphasi s on desi gn clearly i s movi ng to the C-sui te,and more and more organi zati ons are creati ng a chi ef desi gn officer role.A notable example i s Pepsi Co,whi ch poached Mauro Porci
16、 ni from 3M to i nject desi gn thi nki ng i nto nearly every aspect of the busi ness.To see how thats goi ng,check out our i ntervi ew wi th CEO Indra Nooyi and accompanyi ng i nsi ghts from Porci ni (page 80).How should compani es thi nk about desi gn centri ci ty?For Jon Kolko,vi ce presi dent of desi gn at Blackboard,desi gn thi nki ng can define the way an organi zati on functi ons at the most basi c levelshow i t relates to users,how i t prototypes products,how i t assesses ri sk.In“Desi gn
