4 July
Communicate and Test Assumptions
The theory of the business is a discipline.
The theory of the business must be known and understood throughout the organization. This is easy in an organization's early days. But as it becomes successful, an organization tends increasingly to take its theory for granted, becoming less and less conscious of it. Then the organization becomes sloppy. It begins to cut corners. It begins to pursue what is expedient rather than what is right. It stops thinking. It stops questioning. It remembers the answers but has forgotten the questions. The theory of the business becomes "culture." But culture is no substitute for discipline, and the theory of the business is a discipline.
The theory of the business has to be tested constantly. It is not graven on tablets of stone. It is a hypothesis. And it is a hypothesis about things that are in constant flux—society, markets, customers, technology. And so, built into the theory of the business must be the ability to change itself. Some theories are so powerful that they last for a long time. Eventually every theory becomes obsolete and then invalid. It happened to the GMs and the AT&Ts. It happened to IBM. It is also happening to the rapidly unraveling Japanese keiretsu.
7月4日
传播并检验企业假设
企业理论是一门纪律。
企业理论必须被整个组织理解和掌握。在企业创业初期，这一点并不困难。然而，一旦企业取得成功，组织往往会越来越把自己的企业理论视为理所当然，对它的存在越来越缺乏自觉。
于是，组织开始变得松懈，开始走捷径，开始追求权宜之计，而不是坚持正确的做法。它停止思考，也停止提问。它记住了答案，却忘记了最初的问题。
此时，企业理论便演变成了所谓的“企业文化”。然而，文化不能代替纪律，而企业理论本身就是一种纪律。
企业理论必须不断接受检验。它不是刻在石碑上的真理，而只是一个假设。而这个假设所面对的对象——社会、市场、客户以及技术——始终处于不断变化之中。
因此，企业理论本身必须具备不断修正和更新自己的能力。有些企业理论足够强大，可以持续很长时间。但最终，每一种理论都会过时，并最终失效。
通用汽车如此，AT&T如此，IBM也是如此，而日本正在迅速瓦解的企业集团（Keiretsu）同样如此。
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