投資大師羅傑斯給寶貝女兒的12封信 - (三) - 7

In the 1960s, General Motors was the world’s most successful company, and everyone coveted its stock. One day a GM analyst went to the board of directors with the message “The Japanese are coming.” They ignored him. In fact, they didn’t even bother to listen to him. Investors who did broad homework sold their high-value General Motors stock then and there and bought Toyota instead. The Japanese were building smaller, more efficient, and extremely reliable cars, which quickly found a huge market worldwide, including here in the States. U.S. car manufacturers had been dictating to the marketplace rather than listening to their customers. They’ve been forced to play catch-up to their Japanese counterparts ever since.

在1960年代，通用汽車公司是世界上最成功的公司，每個人都覬覦通用汽車的股票。有一天，通用汽車公司的一位分析師給董事會一個訊息 “日本人來了。” 董事會不理睬分析師。事實上，他們根本連聽都不想聽。做了功課的投資者，當時就賣了高價的通用汽車公司股票，買了豐田股票替代。日本汽車公司做出更小、更高效且很可靠的汽車，也很快抓住了全球巨大的市場，也包括美國。美國汽車製造商自以為可以向市場發號施令，而不聽客戶的需求。至今都是被迫要去追趕日本同行。