  .      ,   
 

 

 


  () 
   ,     , ,        .  Wall Street Journal.

    -?     ,    ?        ?

 ,     .

         ,        .       2000 .    :

    ;

     ;

,     ,      .

      ,      !



 

  .

,             .

,        .





 ,    

  .     ,  



      ,  Meta Platforms Inc.,    .



  .

               .



2022 Ferrazzi Greenlight,Inc.

Published byarrangement with Harvard Business Review Press (USA) via Alexander Korzhenevski Agency (Russia)

Unauthorized duplication ordistribution ofthis work constitutes copyright infringement.

  , , .  ,  , 2023


* * *


    Ferrazzi Greenlight.



,      ,   







1.  


 - -  ࠖ    ,         .         43?.   蠖    ࠖ   16.        ,     80/.  1991-      8000  Burning Man ( ).

    ,   ,      .     -   . , ,  :   ,     .    , -- Deadheads       , -        ,   -    -,             .

Ƞ       ,  .  ࠖ    堖    ,      ,     .     ,      .    [1 - Danger Ranger. Remembering Larry: AMan forOur Time // Burning Man Journal, April18, 2019 // journal.burningman.org/2019/04/opinion/serious-stuff/remembering-larry-a-man-for-our-time (http://journal.burningman.org/2019/04/opinion/serious-stuff/remembering-larry-a-man-for-our-time).].       Burning Man. ,  ,  .

    Burning Man    16,     2020.            ,   ,      ,     .        ,     [2 - Burning Man. Event FAQ // burningman.org/event/preparation/faq/#qwhatisburningman (http://burningman.org/event/preparation/faq/#qwhatisburningman),   2022.].        ,  , ,        堖 . Burning Man ,   ,        ,  ,   .

,       .  - ,    ,           , ,      ,  . ,       ,         .

  ,   ,    ,     .   ,  ,        ,          .


 

     ,            ,            .          ,  ,         .  ,      ,         . ,   ,  ,      .     ,     ,   .

Ƞ 2020        ,   ,    .  ,       ,     ,   .      ,   .  ,  ,    ,       ,   ,     .

   , ,    ,          .  ,  ,   ,    GM.     .   ,      ,      :  .      ,        BurningMan.

       ,   ,  .       .             ,         - .      .        . ,     ,  :    ?     . Ƞ  .

   ,       ,  -,     .   ,   Michelin,       [3 - Richards L. All ofLondons Michelin-Star Restaurants Doing Takeaway andDelivery // TimeOut, January29, 2021 // timeout.com/london/news/all-of-londons-michelin-star-restaurants-doing-takeaway-and-delivery-012921 (http://timeout.com/london/news/all-of-londons-michelin-star-restaurants-doing-takeaway-and-delivery-012921).]. Stagekings,     ,        IsoKing     [4 - Drumm S. How toPivot Properly // Raconteur, October27, 2020 // raconteur.net/business-strategy/risk/pandemic-pivot (http://raconteur.net/business-strategy/risk/pandemic-pivot).].   Diaspora Co.,    - ,          35%[5 - Drumm S. How toPivot Properly // Raconteur, October27, 2020 // raconteur.net/business-strategy/risk/pandemic-pivot (http://raconteur.net/business-strategy/risk/pandemic-pivot).].  ,  ,     2020,    , China Airlines     [6 - Chua A. China Airlines Eyes Continued Growth inProfitable Cargo Market // Flight Global, April8, 2021 // flightglobal.com/airlines/china-airlines-eyes-continued-growth-in-profitable-cargo-market/143215.article (http://flightglobal.com/airlines/china-airlines-eyes-continued-growth-in-profitable-cargo-market/143215.article).].    -  ,   ,       .

        .   , ,      .           .        .      .  ,     .    .

 ,   ,    ,  .   , , ,     .       , ,     ,   .

 Ferrazzi Greenlight      ,   ,    ,    ,      .    ,    ,     .       ,     .   ,        ,     .

 Ferrazzi Greenlight  ,       .         ,           ,   .     ,   . Ƞ          ,  .

  .

  !


   

   Ferrazzi Greenlight    GoForward toWork, GFTW (, ),    .      ,     頖 ,    ,          .    ,    ,       , ,   ,         ,     ,       .

     Harvard Business Review Press, Dell Technologies, Salesforce, SAP, EY, Anaplan, LHH, WW, Headspace, World50    .        Forbes, Fast Company, Wall Street Journal Harvard Business Review.      ,       GFTW (  ,      )   GFTW (    ).  - ,         GoForwardToWork.com (http://goforwardtowork.com/).

 ,       ,      ,   , ,       . Ѡ       ,      .


  

        ,   ,   , ,    , ,        ,  ,     -  .    ,           . Ƞ        ,          .  2020    ,   ,     .

   GFTW         ,    .  ,    -     ,     . ,      (.1.1).      ,      . ,    ,   .   ,      ,     .     .     ,    .         .          - ,     .    ,   ,      ,   .






.1.1.    



COVID   ,   , -   Whirlpool.       ,         .    ,    ,     . Ƞ,       Whirlpool - ,    ,     ,   .    ,  .    .


 :    

      2000  ,     ,   ,         .       (.1.2).                ,  ,     .






.1.2.  



              .  25  ,    ,  68  ,        .       ,    .

  25    ,     ,     .

1. .     ,    ,     .

2.  Agile.    ,      ,   ,    ,    .

3.  .  ,  , ,         .

4.  .  ,   ,        .

         ,     ,    , , ,     .

1.  -    .    ,      .

2.    LEGO.   ,   ,    .

3.  .    ,     .

   ,   ,         ,   .      .   .    .      ,    .           ,    .


  

 ,     ,       18,     .     .  2020   ,       .  ,      ,    ,    ,  ,    ,   .  ,  ,  .  ,           .

,               . Ӡ   ,        ,   ,      .

      ,    -  .   , -     ,    ,  . ,        .  ,     18,       .      ,    .       ,  ,    10%   ,  ,     .

  ,    .

             .       .    1871        .   1800-  -  - .   1995        .    COVID-19      .    .

   .    .        ,   .   1871,        . Ƞ  2020,      ,    :        .

   ,  ,  ,    : -  ( ), , , , ,    .       ,    ,   ,  Agile , , ,  .

    .     ,  ,  ,       .


  

       Burning Man       (    ).    ,     ,     .

   ,   (, ) , , ,    ,    ,   :   ,     .  2019  Motor Trend    Burning Man   ,    GMC Safari.      ,     12  Cadillac;     ,     [7 - Rettie J. TheArt Cars andMutant Vehicles ofBurning Man 2019 // Motortrend, September11, 2019 // motortrend.com/features/art-cars-mutant-vehicles-burning-man-2019 (http://motortrend.com/features/art-cars-mutant-vehicles-burning-man-2019).].

      -.     , ,  ,  - -     ,         ,     .   ,      , ,    ,   ,    .     .

      -    ,  .       ,     : ,   Burning Man   , ,  .        ,     , ,     .           .

  ,   ,             .  ,          ,   -. Ƞ    ,      -,   .    , , ,     ,     ,  ,  . ʠ           .

            .     ,     ,  ,         ,         .       ,       ,      ,     ,     .   18   -         ,    .

 ,     ,    ,     ,     Burning Man.      ,    ,     ,     .  ,     ,          .      .


 

     .           ,         .    ,   ,        .    ,              .      :       ,      ,   ,   .   :      ,    ,     ,   -     .

    , GFTW- ,          GoForwardToWork.com (http://goforwardtowork.com/).       ,        . ,        ,    .

?   .

  2004       ,             .     ,          .  ,   .  ,   [8 - Award forTsunami Warning Pupil // BBC News, September9, 2005 // news.bbc.co.uk/2/hi/uknews/4229392.stm (http://news.bbc.co.uk/2/hi/uknews/4229392.stm).].

    ,    ,        1946,  96   [9 - Rozell N. 1946 Tsunami Survivor Shares Her Story // Alaska Science Forum, University ofAlaska, Fairbanks, Geophysical Institute, December31, 2014 // gi.alaska.edu/alaska-science-forum/1946-tsunami-survivor-shares-her-story (http://gi.alaska.edu/alaska-science-forum/1946-tsunami-survivor-shares-her-story).].    ,     ,       ,          ,   .

   ,      ,   .  ,       .           .   ,          .      200       .       ,   ,     ,   [10 - Diacu F. Megadisasters: TheScience ofPredicting theNext Catastrophe. Princeton, NJ: Princeton University Press, 2010.].

    ,         ,  ,      [11 - Award forTsunami Warning Pupil.].     .

, ,        .   . 蠖   - ,    ,   ,    .

  -  ,    . Ƞ    ,  . ,  .   :  ,  ,     . Ƞ  ,   :    ?       .   ,   ,        [12 - Award forTsunami Warning Pupil.].

,      .     ,   蠖                 ,    ,   .

    ,      ,   :  .  .   ,     ,   ,    .  ,  ,   , ,     ,      .        ,       , .

  .

 ,   .

 ,  ,           .

,    ,      .




2.  


            :   ,   ;  ,  .    ,   ,         .

       ,     .     ,     ࠖ   ,   ,   ,   .  ,            .      ,            .

   2020    ,     ,   ,        ,      .       GFTW  ,            . Ƞ    ,       .

 ,  ,   () General Motors,    :         ࠖ ,     ,        .

 Ferrazzi Greenlight      ,       .       , ,   ,        ,       .

 ,        ,  ,      -.      ,      . ,   Ferrazzi Greenlight (  GFTW)   .

         ,    , ,  .

 74%          .

 72%   ,        -.

 71%      ,      ,       .




 

  

1.     .

2.     .

3.      .

4.  .

5.      .


  ,    .  :    .     .

      ,      ,   .    Burning Man.   GFTW  ,   .     ,   ,    ,     ,    ,       .  ,      ,      .       ,     : Ӡ  ?

            .  ,    ,    ,    ,    ,      .

   Ferrazzi Greenlight,        ,    ,     ,    .   2012    Harvard Business Review      . Ѡ2012 2014      HBR      .        Ferrazzi Greenlight   [13 - Ferrazzi K. How Virtual Teams Can Outperform Traditional Teams // hbr.org (http://hbr.org/), September26, 2012 // hbr.org/webinar/2012/10/how-virtual-teams-can-outperfo-2 (http://hbr.org/webinar/2012/10/how-virtual-teams-can-outperfo-2).].

  2020      ,       .        ,      ,         . , , ,  .     ,     , ,    .       ,     .

      ,  ,    .     ,    , ,      .       . ,       .      ,       ();             .         ,       .

        , ,    .     ,     .        .

,    ,    ,   ,   Buyology[14 -   : . Buyology.     . .:   , 2013.]    -   Thinkers50.     .      .


   

 2020         ,          .        .    ,      ,      .    䠖         .          ,          .      ,      ,    .              ,          .


Fox Factory   

   CEO Fox Factory    ,  2020      :   ,  ,   ,  ,     ? Ƞ   ,    蠖   , 2 , ?

Fox Factory    ,  , , , ,   .        ,      .     :  -  ,  ,   ,               .    ,    ,    .    ,  ,     ,    :    ,     30%     ?  ,               ,         .    .

ʠ 2020 Fox Factory      .  ,  ,    ,            .    ,    -      .       ,     .

  ,  ,      .      ,        : COVID,  ,   , ,   ,  .   ,       .       ,       .

 ,   ( Fox Factory)          ,      .              Fortune500,       .      ,  ,       .         ,      . Ƞ          :   .


  

 -  ࠖ           ,     .    Fox Factory         .    ,   ,    ,          .             .   ,     ,      .    ,      ,          .           ,          .  ,    ;       .

  GFTW ,           .          蠖     .       ࠖ   [15 -   : ., .       . (http://litres.ru/pages/biblio_book/?art=66978553) .: ,  , 2021.]




  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=69234394)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Danger Ranger. Remembering Larry: AMan forOur Time // Burning Man Journal, April18, 2019 // journal.burningman.org/2019/04/opinion/serious-stuff/remembering-larry-a-man-for-our-time (http://journal.burningman.org/2019/04/opinion/serious-stuff/remembering-larry-a-man-for-our-time).




2


Burning Man. Event FAQ // burningman.org/event/preparation/faq/#qwhatisburningman (http://burningman.org/event/preparation/faq/#qwhatisburningman),   2022.




3


Richards L. All ofLondons Michelin-Star Restaurants Doing Takeaway andDelivery // TimeOut, January29, 2021 // timeout.com/london/news/all-of-londons-michelin-star-restaurants-doing-takeaway-and-delivery-012921 (http://timeout.com/london/news/all-of-londons-michelin-star-restaurants-doing-takeaway-and-delivery-012921).




4


Drumm S. How toPivot Properly // Raconteur, October27, 2020 // raconteur.net/business-strategy/risk/pandemic-pivot (http://raconteur.net/business-strategy/risk/pandemic-pivot).




5


Drumm S. How toPivot Properly // Raconteur, October27, 2020 // raconteur.net/business-strategy/risk/pandemic-pivot (http://raconteur.net/business-strategy/risk/pandemic-pivot).




6


Chua A. China Airlines Eyes Continued Growth inProfitable Cargo Market // Flight Global, April8, 2021 // flightglobal.com/airlines/china-airlines-eyes-continued-growth-in-profitable-cargo-market/143215.article (http://flightglobal.com/airlines/china-airlines-eyes-continued-growth-in-profitable-cargo-market/143215.article).




7


Rettie J. TheArt Cars andMutant Vehicles ofBurning Man 2019 // Motortrend, September11, 2019 // motortrend.com/features/art-cars-mutant-vehicles-burning-man-2019 (http://motortrend.com/features/art-cars-mutant-vehicles-burning-man-2019).




8


Award forTsunami Warning Pupil // BBC News, September9, 2005 // news.bbc.co.uk/2/hi/uknews/4229392.stm (http://news.bbc.co.uk/2/hi/uknews/4229392.stm).




9


Rozell N. 1946 Tsunami Survivor Shares Her Story // Alaska Science Forum, University ofAlaska, Fairbanks, Geophysical Institute, December31, 2014 // gi.alaska.edu/alaska-science-forum/1946-tsunami-survivor-shares-her-story (http://gi.alaska.edu/alaska-science-forum/1946-tsunami-survivor-shares-her-story).




10


Diacu F. Megadisasters: TheScience ofPredicting theNext Catastrophe. Princeton, NJ: Princeton University Press, 2010.




11


Award forTsunami Warning Pupil.




12


Award forTsunami Warning Pupil.




13


Ferrazzi K. How Virtual Teams Can Outperform Traditional Teams // hbr.org (http://hbr.org/), September26, 2012 // hbr.org/webinar/2012/10/how-virtual-teams-can-outperfo-2 (http://hbr.org/webinar/2012/10/how-virtual-teams-can-outperfo-2).




14


  : . Buyology.     . .:   , 2013.




15


  : ., .       . (http://litres.ru/pages/biblio_book/?art=66978553) .: ,  , 2021.


