Conventionalwisdomisamajorbarriertoinnovation(創新)thatth...

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Conventional wisdom is a major barrier to innovation(創新) that threatens the survival of companies everywhere. It’s based on the assumption(假設) that old ideas will always work, so they shouldn’t be challenged. While this may be a valid（有效的） assumption in situations that don’t change, it’s unlikely to hold true in a changing situation. In today’s rapid changing global environment, old methods often don't work, and stubbornly using them can lead to major problems.

Most people seem to agree with conventional wisdom because it gives one a false sense of security. If everyone else believes it, then it must be true. Individuals who use conventional wisdom are certain that they are right, and being right is good. They want to continue using old ideas rather than take risks with changes that might not work. In 1977, Ken Olsen, co-founder and CEO of Digital Equipment Corporation (DEC), stated “There is no reason for any individual to have a computer in his home.” Despite being an important leader in the computer industry, DEC no longer exists.

People seem to forget that since innovation is a change, there can be no innovation without change. Unfortunately, conventional wisdom prevents leaders, followers and companies from changing and therefore innovating. If companies don’t innovate, but their competitors do, the future is likely to be problematic. Breaking from conventional wisdom has led to many of the most innovative companies and products in history across many industries, so it has a powerful effect on business success.

Ted Turner (founder of CNN) knew little, if anything, about the news business, but he knew it was inconvenient to watch news only at the dinner hour, as was common before CNN. Turner’s solution was to create a cable channel dedicated to news 24 hours a day. The news establishment reflected conventional wisdom at the time, and predicted his idea would fail because no one wanted to watch the news all day. However, it doesn’t take a rocket scientist to understand that viewers don’t have to watch the news all day for the CNN to work. Viewers just have to watch when they want to get information. Due to conventional thinking, the critics failed to recognize the opportunity that was clear to Ted. They assumed that only what was familiar to them could work in the future.

Conventional wisdom prevents creativity, flexibility and risk-taking, so unconventional leaders enthusiastically break from it. To survive, thrive and maintain competitive advantage, companies must be flexible when reacting to change.

28. DEC has disappeared probably because ___________.

   A. the consumers didn’t like its products

   B. the leaders lacked the sense of security

   C. the CEO stuck to the conventional ideas

   D. the employees took many risks with changes

29. The founding of CNN is used as an example to prove _________.

   A. missing opportunities could lead to failure

   B. changing could contribute to business success

   C. watching news at the dinner hour is convenient

   D. conventional wisdom influences business success

30. What does the underlined part probably mean?

   A. Rocket scientists can ensure the CNN works properly.

   B. Most of the viewers don’t like to watch the news at work.

   C. It’s necessary to understand when people watch the news.

   D. It’s easy to know people needn’t watch the news all the time.

31. The passage is mainly written to tell us that ______.

   A. old methods are changing with time                          B. opportunities lead to business success

   C. conventional wisdom limits innovation                D. successful companies need wise leaders

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