下面小编跟大家一起了解雅思听力逐句讲解练习分享，希望对大家的学习有所帮助。

Nextwecometocreativity.Thisoftenworkswell-creatinganattention-grappingTVcommercial,forexample,mightleadtoincreasedsales.Butitisn’talwaysagoodthing.Someadvertisingcampaignsarerememberedfortheircreativity,withouthavinganyeffectonsales.

Thishappenedafewyearsagowiththelaunchofachocolatebar;subsequentresearchshowedthatplentyofconsumersrememberedtheadvert,buthadnoideawhatwasbeingadvertised.Thetroubleisthatthecreatorderivespleasurefromcomingupwiththeidea,andwronglyassumestheaudienceforthecampaignwillsharethatfeeling.

Acompanythatbringsoutthousandsofnewproductsmayseemmorecreativethanacompanythatonlyhasafew,butitmaybetoocreative,andmakesmallerprofits.Creativityneedstobetargetedtosolveaproblemthatthecompanyhasidentified.Justcomingupwithmoreandmorenovelproductsisn’tnecessarilyagoodthing.

Andfinally,excellence.Weallknowcompaniesthatclaimthey‘striveforexcellence’,butittakesalongtimetoachieveexcellence.Inbusiness,beingfirstwithaproductismoreprofitablethanhavingthebestproduct.Amajorstudyofcompanyperformancecomparedpioneers-thatis,companiesbringingoutthefirstversionofaparticularproduct-withfollowers,thecompaniesthatcopiedandimprovedonthatproduct.

Thestudyfoundthatthepioneerscommandedanaveragemarketshareof29percent,whilethefollowersachievedlessthanhalfthat,only13percent-eventhoughtheirproductmighthavebeenbetter.Insistingonexcellenceineverythingwedoistime-consuming,wastesenergyandleadstolosingoutonopportunities.