杜邦首席执行官柯爱伦曾问凯夫拉生产线上一名合同工,你在做什么?对方的回答令她颇感意外:“我们在拯救生命。”凯夫拉是防弹背心的原料。工人的话印证了她的观念:在招聘、激励和留住员工方面,意义感比任何公司品牌、愿景或使命宣言都要有效得多。在近期举行的世界经济论坛上,使用“意义”这个词的首席执行官并非只有她一人。当前,企业界正在缓慢地努力恢复公众的信任。美银的布赖 Ko Phillips, DuPont’s chief executive, once asked a contract worker on the Kevlar production line, what are you doing? The other side’s answer surprised her: “We’re saving lives.” “Kevlar is a bullet-proof vest. The worker’s testimony confirms her belief that sense of meaning is much more effective than any company brand, vision, or mission statement in recruiting, motivating and retaining employees. At the recent World Economic Forum, the CEO who uses the word ”meaning" is not alone. At present, the business community is slowly trying to restore public trust. BofA