[00:00:15]So we started asking ourselves: What kind of less obvious metrics could we use to actually evaluate our employees' sense of meaning, 
因此我们开始自问：什么样的不明显的衡量标准能被我们用来评估我们的雇员的归属感，
[00:08:40]or our customers' sense of emotional connection with us? 
或我们的客户与我们公司的情感维系程度？
[00:11:35]For example, we actually started asking our employees, do they understand the mission of our company, 
例如，我们开始询问问我们的员工，是否理解我们公司的目标，
[00:16:02]and do they feel like they believe in it, can they actually influence it, 
他们是否对此表示认同，他们能否确实的影响到它，
[00:19:57]and do they feel that their work actually has an impact on it? We started asking our customers, 
他们能否感到他们的工作能够实实在在地实现着为这些目标。我们开始问我们的客户，
[00:25:01]did they feel an emotional connection with us, in one of seven different kinds of ways. 
问他们是否感觉到与我们之间的情感联系，七种不同情感联系方式之一。
[00:29:36]Miraculously, as we asked these questions and started giving attention higher up the pyramid, what we found is we created more loyalty. 
出乎意料的是，当我们问这些问题，并开始关注我们的金字塔顶端的更高层次需求时，我们发现我们我们拥有了更多的忠诚。
[00:37:05]Our customer loyalty skyrocketed. Our employee turnover dropped to one-third of the industry average, 
我们客户的忠诚度暴涨。我们的员工离职率降至酒店行业平均职工流动率的三分之一。
[00:42:47]and during that five year dotcom bust, we tripled in size.
在五年的互联网危机中，我们的企业规模翻了三倍。
[00:47:11]As I went out and started spending time with other leaders out there and asking them how they were getting through that time, 
现在，我走出来，花时间与其他领导者交流问他们是如何度过这个困难时期的时候，
[00:51:48]what they told me over and over again was that they just manage what they can measure. 
他们一次又一次的告诉我他们只是管理那些他们可以衡量的东西，
[00:56:06]What we can measure is that tangible stuff at the bottom of the pyramid. They didn't even see the intangible stuff higher up the pyramid. 
而那些位于金字塔底部可以衡量的有形的东西。他们甚至不看金字塔中更高层的那些无形的东西。
[01:03:41]So I started asking myself the question: How can we get leaders to start valuing the intangible? 
所以我开始问自己：如何我们才能让领导者开始重视无形的的东西？
[01:08:23]If we're taught as leaders to just manage what we can measure, and all we can measure is the tangible in life, 
如果领导者们只是被教育去管理那些可以衡量的，并且所有我们所能衡量的是生命中有形的东西，
[01:13:55]we're missing a whole lot of things at the top of the pyramid.
我们就失去了位于金字塔顶部的整个部分。
[01:17:29]So I went out and studied a bunch of things, and I found a survey 
所以我又去学习一些事情。我发现在一份报告，
[01:20:28]that showed that 94 percent of business leaders worldwide believe that the intangibles are important in their business, 
其中显示世界上百分之九十四的商业领袖相信无形资产对于他们企业至关重要，
[01:27:21]things like intellectual property, their corporate culture, their brand loyalty,  
例如知识产权、企业文化、品牌忠诚度等。
[01:31:17]and yet,only five percent of those same leaders actually had a means of measuring the intangibles in their business.
然而这些领袖中只有5%的人有办法衡量这些在企业中的无形资产.