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摘要:全新的思维A Whole New Mind 下面为大家整理一篇优秀的essay代写范文 -- A Whole New Mind,文章讲述在过去的几十年中,我们生活在一个像程序员,律师和MBA这样的人们被认为是世界精英的世界中。但......

全新的思维 A Whole New Mind


下面为大家整理一篇优秀的essay代写范文 -- A Whole New Mind,文章讲述在过去的几十年中,我们生活在一个像程序员,律师和MBA这样的人们被认为是世界精英的世界中。但是,丹尼尔·H·平克(Daniel H. Pink)在《全新思维:为什么右脑的人将统治未来》中生动生动地向我们描述了世界和时间的变化。基于逻辑,线性和计算机能力的信息时代正在转变为概念时代,这个时代取决于创造性思维,同理心和看大图。这本书分为两个部分:第一部分解释了为什么我们应该拥有一个全新的思维,第二部分介绍了一个全新思维的六种能力。

1.0 A summary of the book content   

In the past decades, we are living in a world where people like programmer, lawyer and MBA are regarded as the elite of the world. However, in A Whole New Mind: Why Right- brainers will Rule the Future, Daniel H. Pink describes to us the changes of the world and time vividly and reasonedly. The Information Age—which based on the competence of logic, linearity and computer, is transforming to the Conceptual Age—an era depending on creative thinking, empathy ability and seeing the big picture. The book is divided into two parts: the first part explains why we should have a whole new mind, and the second part introduces the six abilities of a whole new mind. In the first part—the Conceptual Age, Daniel H. Pink shows us an inspiring prospect of the future. To begin with, the writer tells us the difference between our left and right cerebral hemisphere by clearing up some common misunderstandings. Then he indicates respectively where this two cerebral hemispheres control, how they work and what they are good at. The structure of the brain certifies the outlook of our time. In the second chapter, Daniel uses practical cases to illustrate the power pushing us into the Conceptual Age—the abundance of material, the rise of Asia and the prevalence of automation. In chapter three, he uses High Concept, High Touch and some legend to interpret why people with these abilities will rule the future. As for the second part, he presents the Six Senses—Design, Story, Symphony, Empathy, Play and Meaning. Every chapter in this part elaborates one of the skills and illustrates how they work in business and daily life. Moreover, there is a Portfolio at the end of each chapter, including some tools, practice exercises and extended reading to develop these abilities.

1.0书的内容摘要
 
在过去的几十年里,我们生活在一个程序员、律师、MBA等人被视为世界精英的世界里。然而,在《一个全新的思维:为什么右脑思考者将统治未来》一书中,Daniel H. Pink生动而理性地向我们描述了世界和时间的变化。以逻辑、线性和计算机能力为基础的信息时代正在向以创造性思维、移情能力和放眼全局为基础的概念时代转变。这本书分为两个部分:第一部分解释为什么我们应该有一个全新的思维,第二部分介绍了一个全新思维的六种能力。在第一部分——概念时代,丹尼尔·h·平克向我们展示了一个鼓舞人心的未来前景。首先,作者通过澄清一些常见的误解来告诉我们左右脑半球的区别。然后他分别指出了这两个大脑半球控制的地方,它们是如何工作的以及它们擅长于什么。大脑的结构证明了我们这个时代的前景。在第二章中,丹尼尔用实际案例来说明推动我们进入概念时代的力量——丰富的材料、亚洲的崛起和自动化的普及。在第三章中,他用高观念、高触觉和一些传说来解释为什么拥有这些能力的人会统治未来。在第二部分,他提出了六种感觉——设计、故事、交响乐、同理心、玩耍和意义。本部分的每一章都详细阐述了其中一项技能,并说明了他们是如何在商业和日常生活中工作的。此外,在每一章的末尾有一个作品集,包括一些工具,练习练习和拓展阅读来发展这些能力。
 
 

2.0 An overall evaluation of the book

In general, the book is worth reading because it affords us a totally new viewpoint and a thought-provoking portrayal of the future. Now I am going to list my likes and dislikes of the book. When it comes to the good, I have to say the beginning of the book appeals to me. The writer gives a detailed description of his brain scan experience and how the result of that is out of his initially expect. This definitely will make the readers be curious too. Likewise, Daniel uses many other personal experiences in the latter part of the book, which seem more familiar and interesting to the reader. Also, I like his logical way of narration. The whole book is connected reasonably and orderly. For example, at the beginning, he points out two common misunderstandings about the brain, then he refute them by clarify the truth. Also, he tells us why the right-brainer will rule the future by introducing the brain structure and analyzing the current situation etc., which make sense. Besides, the passage is credible in virtue of the mass of data. When talking about the rise of Asia, there are specific figures about how many jobs have been outsourced to employees from developing country and how much money we are losing from that. The utilization of statistics gives us a concrete sense of the tough situation. Another reason for my likes of the book is its objectivity. We are easily apt to believe that now the right cerebral hemisphere and the ability related to it are more important, the skills we have grasped in the past are not going to be worthy any more. However, the writer keeps on telling us that the left cerebral hemisphere still counts much, it is just not enough. Only with more development of the right cerebral hemisphere can one succeed in the future. Last but not the least, the suggestions he gives at the Portfolio section of each chapter is very thoughtful and pragmatic. In spite of the suspicion of advertisement, some channels for readers to practice and implement the things they read are quite commendable.   
As to what I dislike about the book is that it totally stands on the developed countries’ point of view. As a Chinese, I cannot help wondering: what about the future of developing countries? Are they going to repeat the same old process that the developed countries have experienced or will they are to face a new prospect similarly due to the change of the trend? And what should people in developing countries like China do to face this challenge? If the writer can give his answer or advice on these questions, I believe it would be admirable. In addition, as the common failing of bestseller, the book is a little too lengthy and verbose.

2.0这本书的一个总体评价
 
总的来说,这本书值得一读,因为它为我们提供了一个全新的观点,并对未来进行了发人深省的描述。现在我要列出我对这本书的喜欢和不喜欢。说到好的方面,我不得不说这本书的开头很吸引我。作者详细描述了他的大脑扫描经验,以及结果如何超出了他最初的预期。这肯定也会让读者感到好奇。同样地,丹尼尔在书的后半部分也使用了许多其他的个人经历,这些对读者来说似乎更加熟悉和有趣。我也喜欢他逻辑的叙述方式。整本书衔接合理有序。例如,在开始的时候,他指出了关于大脑的两个常见的误解,然后他通过澄清事实来反驳它们。他还通过介绍大脑结构和分析当前状况等方式告诉我们为什么右脑使用者会统治未来,这是有道理的。此外,由于大量的数据,这篇文章是可信的。在谈到亚洲的崛起时,有一些具体的数据表明有多少工作被外包给了发展中国家的员工,以及我们因此损失了多少钱。统计数字的使用使我们对严峻的形势有了具体的认识。我喜欢这本书的另一个原因是它的客观性。我们很容易相信现在右脑半球和与之相关的能力更重要,我们过去掌握的技能将不再有价值。然而,作者不断告诉我们,左大脑半球仍然很重要,只是不够。只有右脑半球发展得更好,才能在未来取得成功。最后但并非最不重要的是,他在每一章的作品集部分给出的建议是非常周到和实用的。尽管对广告存在怀疑,但一些读者实践和实施所读内容的渠道还是值得称道的。
 
至于我不喜欢这本书的地方,是它完全站在发达国家的观点。作为一个中国人,我不禁要问,发展中国家的未来会怎样?他们是要重复发达国家已经经历过的老路,还是要因为趋势的改变而面临同样的新前景?那么像中国这样的发展中国家的人们应该如何应对这一挑战呢?如果作者能就这些问题给出自己的答案或建议,我相信这将是令人钦佩的。此外,作为畅销书的通病,这本书有点太冗长了。
 

3.0 Three topics related to the consumer behavior class

l Maslow's hierarchy of needs

The content of the book is closely related with Maslow's hierarchy of needs. The pattern that human motivations generally move through are physiological needs, safety needs, belongingness and love needs, self-esteem needs, need to know, aesthetic needs and self-actualization needs. The first four levels of needs are basic needs, usually caused by some deficiency in physical or mental aspects. While the latter three, called as growth needs, are required when people are materially abundant. From Daniel’s book, we know that we are now living in such a world where the basic needs for food, clothing, housing and transportation etc. are well satisfied. Therefore, people have begun to seek for meaning, for design and for beauty. For example, in the book, the writer introduces the changes happened in auto industry. In the past, vehicles were made mainly to help people travel longer and in a more convenient way. However, nowadays, when cars are excessively supplied, what determines consumers’ buying behavior is whether the design of the car is chic and unique. Almost all designers and executives of the world’s leading automobile manufacturers would like to call their products “work of art”. The vice chairman of GM, Lutz, said that they were doing a kind of artbusiness. Automobile is artistic, entertaining, just like a fluidic sculpture, and they merely provide transport functions simultaneously. This may sound a little exaggerated, but according to Maslow's theory, each period there is always a need to dominate, play a decisive role for the behavior, and after the development of high-level needs, the low-level needs still exist, but the extent of the impact on the behavior is greatly reduced. Hereby, we understand that it does not mean that we no longer pay attention to the transport performance of the car, but compared with the aesthetic need, the functional requirement of them is less valued by customers.

3.0与消费者行为类相关的三个主题
 
马斯洛需求层次理论
 
这本书的内容与马斯洛的需求层次密切相关。人的动机通常是通过生理需要、安全需要、归属和爱的需要、自尊需要、了解需要、审美需要和自我实现的需要。前四个层次的需要是基本的需要,通常是由于身体或精神方面的一些缺陷引起的。而后三种需求被称为增长需求,是人们物质富裕时所需要的。从丹尼尔的书中,我们知道我们现在生活在一个衣食住行等基本需求都能得到满足的世界。因此,人们开始追求意义,追求设计,追求美。例如,在书中,作者介绍了汽车工业发生的变化。在过去,汽车主要是为了帮助人们以更方便的方式旅行更长时间。然而,在汽车供过于求的今天,决定消费者购买行为的是汽车的设计是否别致和独特。几乎所有世界领先汽车制造商的设计师和主管都愿意称他们的产品为“艺术品”。通用汽车的副董事长卢茨说,他们在做一种艺术业务。汽车是艺术的,娱乐的,就像一个流体雕塑,他们只是提供交通功能的同时。这听起来可能有点夸张,但根据马斯洛的理论,每个时期总有需要占主导地位,发挥决定性的作用的行为,和之后的发展高层次的需求,低层次的需要仍然存在,但对行为影响的程度大大降低。由此我们明白,这并不意味着我们不再关注汽车的运输性能,而是与审美需求相比,其功能需求被客户低估了。

l Motives of consumers

From A Whole New Mind, we can see the motives of consumers have changed a lot. The types of basic motives of consumers include pursuit of practical value, convenience, low price, health, safety and beauty etc. People’s values are veering from “materialism” to the so called “postmaterialism”—emphasis on self-expression and quality of life. Presumably, when facing affluent choice of goods, they tend to choose those with good design to show their individuality and aesthetic taste. The writer gives us some particular examples in his book. Now, ten million Americans do one kind or another form of meditation sessions regularly—a number doubled than a decade ago. Fifteen million people are practicing yoga, twice as much as in 1999. Today, Americans’ entertainment lives are filled with spiritual themes. Therefore, TVGuide has set off a boom of transcendentaltelevision. It seems as if all these “merchandise” are not of any practical value and certainly they are not cheap at all. Just ten years ago, customers would not like to pay for or even think of these things as necessities, but now, and in the future, the calling for health and beauty will be stronger and stronger.  

l Function of commodities

Commodity is the object of consumer behavior, and the attributes of goods, to some extent, determine the degree of satisfaction for the demand of the goods. In a buyer's market situation, in order to win in the competition, companies must study the impact of each property of goods on consumers’ psychology and behavior. The basic functions of commodities like being functional, durable and economical depend on the physical properties of the commodity itself. By contrast, the psychological functions of commodities, including symbolic function, aesthetic function and self-fulfilling function, are much more complex and subtle. The advanced functions of commodities verify what Daniel called “The business opportunities for story”. A broker used a story to create an emotional connection and thus succeeded in making his service different from other competitors. Similarly, to draw consumers’ eyes for their red wine, Erik and Alex represented a moving and meaning story about their mother on the label. We can easily see how much symbolic function are valued by consumers in their buying behavior and of course, in an age where people keep searching for design and meaning, more attention on the aesthetic function and self-fulfilling function of products should be paid by merchants.

l消费者动机
 
从一个全新的角度,我们可以看到消费者的动机发生了很大的变化。消费者的基本动机类型包括追求实用价值、方便、低价、健康、安全、美观等。人们的价值观正从“唯物主义”转向所谓的“后唯物主义”——强调自我表达和生活质量。可以推测,在面对丰富的商品选择时,他们倾向于选择那些设计好的商品来体现自己的个性和审美情趣。作者在书中给了我们一些具体的例子。现在,有1000万美国人定期进行这种或那种形式的冥想——这个数字比十年前翻了一番。1500万人正在练习瑜伽,是1999年的两倍。今天,美国人的娱乐生活充满了精神主题。因此,《电视指南》掀起了一股超凡脱俗的电视热潮。似乎所有这些“商品”都没有任何实用价值,当然也不便宜。就在十年前,顾客还不愿意为这些东西付钱,甚至认为它们是必需品,但现在,以及在未来,对健康和美丽的呼唤会越来越强烈。
 
l商品的功能
 
商品是消费者行为的对象,商品的属性在一定程度上决定了对商品需求的满足程度。在买方市场的情况下,企业要想在竞争中取胜,就必须研究商品的各个属性对消费者心理和行为的影响。商品的功能性、耐用性、经济性等基本功能取决于商品本身的物理特性。而商品的心理功能,包括象征功能、审美功能和自我实现功能,则要复杂得多,微妙得多。商品的高级功能验证了丹尼尔所说的“story的商机”。一个经纪人用故事来建立一种情感联系,从而成功地使他的服务不同于其他竞争对手。同样的,为了吸引消费者的目光,Erik和Alex在标签上描绘了一个关于他们母亲的感人而有意义的故事。我们可以很容易地看出消费者在购买行为中对象征功能的重视程度,当然,在这个人们不断追求设计和意义的时代,商家更应该关注产品的审美功能和自我实现功能。

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