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The CEOs that did well during a stable up market are not the same kind of CEOs that businesses are going to want when sales are flat.
在稳定的上升市场中表现出色的CEO并不是企业在销售持平时想要的那种CEO。
If businesses can't grow revenue, the only option they have left to increase their profit is to cut their expenses.
如果企业无法增加收入，那么他们增加利润的唯一选择就是削减开支。
Of course, they could be happy with consistent predictable returns, but let's be real.
当然，他们可能会对持续可预测的回报感到满意，但让我们面对现实吧。
That just makes them an even bigger target for activist investors looking for their next company to turn around. Now this isn't always bad.
这只会让他们成为激进投资者的更大目标，这些投资者希望他们的下一家公司能够扭亏为盈。现在这并不总是坏事。
Established companies often do pick up a lot of dead weight over the years from underperforming product lines to bloated middle management.
多年来，老牌公司往往会从表现不佳的产品线到臃肿的中层管理中积累大量无用的东西。
It's normally much easier to add something to the business than it is to take it away.
通常，为企业增加一些东西比减少一些东西要容易得多。
Activist investors may be a nightmare for existing CEOs, but they can genuinely help to save businesses that are collapsing under their own weight by putting a subjective set of eyes on the business and its operations.
激进投资者可能是现任CEO的噩梦，但他们可以通过对企业及其运营进行主观审视，真正帮助拯救因自身压力而崩溃的企业。
The only problem if a new CEO is hired with the objective to cut costs they are going to cut costs no matter what. And that's the second reason behind the current CEO purge.
唯一的问题是，如果新任CEO被聘用的目的是削减成本，那么他们无论如何都会削减成本。这就是当前CEO洗牌的第二个原因。
Brian Niccol, the new CEO of Starbucks, made investors so excited that the stock jumped 23% upon his announcement. He is clearly a competent company leader.
星巴克新任CEO布莱恩·尼科尔让投资者兴奋不已，他宣布上任后，股价上涨了23%。他显然是一位称职的公司领导者。
Before services Starbucks is paying him $130 million in his first year alone according to Yahoo Finance and company filings.
根据《雅虎财经》和公司文件，除服务外，仅在上任第一年，星巴克就向他支付了1.3亿美元。
If the name of the game was to cut down on expenses wherever possible, that is an interesting place to start.
如果游戏的名称是尽可能削减开支，那么这是一个有趣的起点。
The real reason that investors are so excited about this new CEO is that he also isn't meant to be in the top job for long.
投资者对这位新任CEO如此兴奋的真正原因是，他也不会长期担任最高职位。
Niccol has a long history of being extremely heavy-handed with cost cutting measures, which have admittedly included streamlining the operations of Chipotle in his last job.
尼科尔长期以来一直采取极其严厉的成本削减措施，他承认，在他上一份工作中，他已经精简了Chipotle的运营。
But it also meant coming down hard on employee benefits, cutting down on staffing, closing underperforming stores and pushing back hard against unionization efforts from staff trying to collectively push back against these cuts.
但这也意味着要大幅削减员工福利、裁员、关闭业绩不佳的门店，并坚决打击员工试图集体抵制这些削减的工会化努力。
Starbucks is currently dealing with its own unionization efforts and the part of this new CEO's job that the company won't talk about in their press release is to shut this down like he did at Chipotle.
星巴克目前正在处理自己的工会问题，而这位新任首席执行官的部分工作是，像他在Chipotle所做的那样，关闭工会。但公司不会在新闻稿中谈论这一部分内容。
The company isn't expecting to pay him hundreds of millions of dollars for more than a few years.
星巴克并不打算在几年内向他支付数亿美元。
They are just hoping to pay him long enough to fix their problems before he moves on to another company that will pay a huge signing bonus.
他们只是希望支付他足够长的时间来解决问题，然后他跳槽到另一家公司，这家公司将支付巨额签约奖金。
And then Starbucks can replace him with a longer term CEO that is only paid a modest salary measured in the mere tens of millions.
然后星巴克可以用一位任期更长的首席执行官来代替他，而这位首席执行官的薪水只有区区几千万。
These people are unofficially called turnaround CEOs because their job is to turn a company around and then get out as quickly as possible and their bonus structures are normally written to pay them a lot of money for quick results.
这些人被非正式地称为“扭亏为盈的首席执行官”，因为他们的工作是扭转公司局面，然后尽快离开，他们的奖金结构通常是为了快速见效而支付大量金钱。
Of course, the company will never publicly admit this plan. So that prediction is based off my experience with other companies employing turnaround management.
当然，公司永远不会公开承认这个计划。所以这个预测是基于我对其他采用扭亏为盈管理的公司的经验。
Although if for some reason you are watching this video 5 years after it's posted and Niccol is still the top dog at Starbucks, feel free to leave a comment telling me how stupid I am.
不过，如果出于某种原因，您在视频发布5年后才观看，而尼科尔仍然是星巴克的CEO，请随时发表评论告诉我我有多愚蠢。
Anyway, these short-term CEOs inherently increase turnover rates as they jump between companies providing their services.
无论如何，这些短期CEO在公司之间跳槽提供服务时，必然会增加离职率。
And turnaround CEOs are more popular with investors in markets where it's harder to find value.
而在更难找到价值的市场中，扭亏为盈的CEO更受投资者的欢迎。
Now the final reason that CEOs are quitting in record numbers is the simplest reason, which is that they really don't need to work anymore.
现在，CEO人数创纪录地辞职的最后一个原因，也是最简单的原因，那就是他们真的不需要再工作了。
The average CEO is older now than they have ever been before and a lot of them just want to retire.
现在，CEO的平均年龄比以往任何时候都大，其中很多人只想退休。
But during the pandemic, their companies tried to hold onto them to maintain corporate stability.
但在疫情期间，他们的公司试图留住他们，以保持公司稳定。
According to the corporate law firm Challenger Gray, quarter 1 2024 had the highest number of CEO resignations since they started keeping records.
根据企业律师事务所Challenger Gray的数据，2024年第一季度的CEO辞职人数是自有记录以来最多的。
The number one reason that CEOs gave for leaving was to retire given how much they were paid during the pandemic and the strong market returns of their investments over that period.
考虑到他们在疫情期间的薪酬以及他们在此期间投资的强劲市场回报，CEO辞职的首要原因是退休。
The modern CEO is also expected to be more tech-savvy in public facing, prompting many of the old guard to make an exit before their marketing team orders them to do a TikTok dance.
现代CEO也有望在公众面前更加精通技术，这促使许多老一辈在营销团队命令他们跳TikTok舞之前辞职。
Now you might think I am joking, but this new wave of corporate culture has had a serious impact on the Sea Suite.
现在你可能认为我在开玩笑，但这股新的企业文化浪潮对海景套房产生了严重影响。
CEOs may be missing out on some job security, but that's probably not their biggest problem.
CEO可能会失去一些工作保障，但这可能不是他们最大的问题。
Companies are shaking up the pool of chief financial marketing operating and executive officers with chief enthusiasm officers, chief amazement officers and chief heart officers.
公司正在通过首席热情官、首席惊喜官和首席心官来撼动首席财务营销运营和执行官的队伍。
These are real jobs held by real people in real companies. I am going to be writing about this trend over on my completely free email newsletter linked to in the video description.
这些都是真实的公司中真实的人担任的真实职位。我将在视频描述中链接的完全免费电子邮件通讯中撰写有关这一趋势的文章。
If you want to read that in other articles like it which will never be made into videos, be sure to sign up.
如果您想在其他类似的文章中阅读这些内容，而这些文章永远不会制作成视频，请务必注册。
If that still hasn't scared you out of going for the top job, go and watch this video to find out what it really takes to land the top job.
如果这仍然没有吓到您，让您不敢追求最高职位，那就去观看此视频，了解获得最高职位的真正条件。
And don't forget to like and subscribe to keep on learning How Money Works.
并且不要忘记点赞和订阅，以继续学习How Money Works。
