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1、HBR2011MarchIssueManagingYourself:ZoomIn,ZoomOutbyRosabethMossKanterAfteranexplosiononaBPoilplatformintheGulfofMexicoinApril2010killed11peopleandcausedthebiggestoilspillinU.S.history,thecompany’sCEOatthetime,TonyHayward,zoomedinontheimplicationsforhiscareer.Heappearedpreoccupiedwiththeinc
2、ident’simpactonBP’smanagementand,particularly,onhimself.Aboutaweekaftertheexplosion,HaywardwasquotedassayingtoexecutivesinhisLondonoffice,“Whatthehelldidwedotodeservethis?”DespitePRcoaching,amonthlaterhetoldreporters,“I’dlikemylifeback.”Hayward,whowasforcedtoresigninJuly,hadnumerousopport
3、unitiestoacknowledgethebiggerpicture:thehumandevastationandpublicconsternationintheGulfregion.ButeventhoughBPdeployedthousandsofengineerstocontainthespill,hecouldnot,inpublic,riseabovea10-footview;itwasasthoughthecrisiswerehisownpersonaldevil.Haywardrepeatedlyfocusedonthesmallpicture—tryi
4、ng,forexample,toshifttheblametosupplierTransocean,whichhadruntherigthatexploded.Hiszoombuttonseemedtobestuckontheclosestsetting.Thelensthroughwhichleadersviewtheworldcanhelporhindertheirabilitytomakegoodstrategicdecisions,especiallyduringcrises.Zoomin,andgetacloselookatselectdetails—perha
5、pstooclosetomakesenseofthem.Zoomout,andseethebigpicture—butperhapsmisssomesubtletiesandnuances.Zoombuttonsondigitaldevicesletusexamineimagesfrommanyviewpoints.Theyalsoprovideanaptmetaphorformodesofstrategicthinking.Somepeopleprefertoseethingsupclose,othersfromafar.Bothperspectives—worm’s-
6、eyeandbird’s-eye—havevirtuesandpathologies.Buttheyshouldbevantagepoints,notfixedpositions.Leadersneedmultipleperspectivestogetacompletepicture.Effectiveleaderszoominandzoomout.I’vecometothisconclusionaftermorethan25yearsofobservinghowleaderssetstrategicdirection,interactwithconstituencies
7、,andrespondtounexpectedevents.I’veworkedwiththousandsofexecutivesandconductedsystematicstudiesofinnovation,alliances,change,andtransformationinhundredsoforganizations.I’veseenhoworganizationalstructures,processes,andculturescandirectthegazeofleaderscloseinorfarout,a
