题目内容
1976年3月27日，第一家康体公司在英格兰布雷顿的肯星顿加屯22号开张了。第一天打烊后，安妮塔·罗迪克把那天的收入——225美元装进粗布工作服的口袋里。到1992年初，这家公司的全球性企业扩展到了709家分店，股票市值约10亿美元。不止一位证券分析家预测：在未来几年内，它的年增长率将达到40%。 当人们惊讶于这位从未上过商学院的女老板的成功时，她说：“如果说我的生命有什么驱动力，那就是时时刻刻满怀激情，我们所做的每件事都触及爱和关怀这两个不可分割的观念。”而这恰恰是她在竞争对手身上没有发现的东西。“零售业的世界对我毫无教益，这里充斥着倦怠的高级主管和令人疲倦不堪的制度。” 公司一直致力于教育顾客，结果使它名声远扬，在化妆品行业鹤立鸡群。安妮塔很反感那种让每个走进商店的人都应该买点儿什么的想法和做法。她喜欢告诉员工一些关于产品的信息、关于本店的历史轶事，甚至有关产品送到本店货架过程中的趣事。她也这样鼓励员工和顾客聊天，而不是威逼他们去买东西。公司从不做广告，这使得“创造交谈”变得十分重要，结果顾客把信息传播出去，积极地散发着公司那有感染力的热情。 安妮塔喜欢走进自己的任何一家分店，都能很快发现意外的惊喜。她鼓励每个员工多问问别人正在做什么，如何做，以培养一种善意的、不墨守成规的环境，并寻找到新点子。只要有人说他们的行事方法更好，她都鼓励大家去谈谈，“说不定我们可以采用或修正后采用”。 “我们相信每件事都会变化，我们已经学会喜欢变化。”为了防止公司死气沉沉，安妮塔认为最好的方法是去喜欢“那些触怒你的人”，那些不拘常规的人的活力，因为他们能够推动公司的进步，她相信这些人将成为公司文化的未来守护人。 这家公司用什么来打动顾客
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