EMBA的小眼睛

「每天清晨追逐日出，又充滿健康歡樂的路跑團體。」─吳清標

位在花蓮的＜花蓮縣吉安鄉路跑協會＞，因為東部至外地的交通較不發達，不常看到團員出現在比賽現場，但其實團員有100多人，社團成員幾乎都是吉安鄉人，也有花蓮其他地方的人，其中，吳清標，大家都叫他標哥，是吉安路跑的精神領袖，當然也是社團中最有熱忱的幹部，而標嫂（邱農芸）協助標哥處理社團事務，兩個人加上其他社團成員的努力，一起打造了現在的＜花蓮縣吉安鄉路跑協會＞，這是一個充滿和諧歡笑的社團。

標哥與標嫂

Surprise!

We like positive surprises and fear negative ones.

That means (surprisingly) that it's better to have a consistently negative experience than to confront one that's sometimes negative and sometimes neutral. The TSA, for example, would be easier to take if they were always consistently irrational, time-wasting and disrespectful, thus eliminating the risk and replacing it with certainty.

On the other hand, a positive experience that's positive all the time pales in comparison with the experience that's sometimes neutral but often nice. Beyond a baseline of goodness, you're better off awarding a few people a random discount or a bump up in priority than you are making something consistently (and boringly) slightly more pleasant.

與其他七頂峰隊員結束非洲最高峰─吉力馬札羅山的攀登後，我沒跟其他隊員一起從肯亞回台灣，直接留在奈洛比，當成爬下一座大山前的休養。

送走隊員後,轉身0.00…1秒的剎那，突然整個人輕鬆起來，腳步也神奇地變得輕快自由！

(每次跑步經過學校都會造成小騷動)

回到市區的路上大塞車，所有小販們都走上馬路中拿著一些讓人大開眼界的東西對著每部車叫賣著。後來經過塞車原因的地方竟然擠滿的幾百人的街頭小暴動，偶而還聽到尖叫或慘叫，只有看到八個制服警察面對這群有些還拿著球棍，木條的人們，幾個人發現我這外國人後，不太友善地盯著我看，害我握在口袋的相機一直沒敢拿出來。

The brand is a story. But it's a story about you, not about the brand.

Why prefer Coke over Pepsi or GE over Samsung or Ford over Chevy?

In markets that aren't natural monopolies or where there are clear, agreed-upon metrics, how do we decide?

Yes, every brand has a story—that's how it goes from being a logo and a name to a brand. The story includes expectations and history and promises and social cues and emotions. The story makes us say we "love Google" or "love Harley"... but what do we really love?

We love ourselves.