Unit 4

1. Unit 4 Great Ideas 创 意

2. Teaching & Learning Objectives • To enable Ss to talk about “great ideas” • To familiarize Ss with vocabulary related to “ideas” • To develop Ss’ listening and reading skills • To improve Ss’ skills needed in successful meetings • To cultivate Ss’ problem-solving ability • To enhance Ss business writing techniques by writing a report

3. Overview Quotation Starting up Vocabulary Listening: Developing new ideas Reading: Three great ideas Skills: Successful meetings Case study: Fabtek

4. quotation • “The best way to have a good idea is to have a lot of ideas, （and throw the bad ones away）.” • Dr Linus Pauling (1901—1994), American chemist, won Nobel Prize for chemistry in 1954 and Nobel Peace Prize in 1962.

5. Linus Pauling

6. Linus Pauling Linus Carl Pauling (February 28, 1901 August 19, 1994) was an American quantum chemist and biochemist, widely regarded as the premier chemist of the twentieth century. Pauling was a pioneer in the application of quantum mechanics（量子力学） to chemistry, and in 1954 was awarded the Nobel Prize in chemistry for his work describing the nature of chemical bonds（化学键）. He also made important contributions to crystal and protein structure determination, and was one of the founders of molecular biology（分子生物学）. Pauling is noted as a versatile scholar for his expertise in inorganic chemistry, organic chemistry, metallurgy, immunology, anesthesiology, psychology, debate, radioactive decay, and the aftermath of nuclear weapons, in addition to quantum mechanics and molecular biology. Pauling received the Nobel Peace Prize in 1962 for his campaign against above-ground nuclear testing, becoming the only person in history to individually receive two Nobel Prizes.

7. Quotes by Linus Pauling • “Everyone should know that most cancer research is largely a fraud, and that the major cancer research organizations are derelict in their duties to the people who support them.” • “Facts are the air of scientists. Without them you can never fly.” • “Satisfaction of one’s curiosity is one of the greatest sources of happiness in life.”

8. Quotes about “Ideas” • Be less curious about people and more curious about ideas. (Marie Curie ) • But how shall I get ideas? Keep your wits open! Observe! Observe! Study! Study! But above all, Think! Think! And when a noble image is indelibly (不可磨灭的) impressed upon the mind—Act! (Orison Swett Marden) • Every new idea looks crazy at first. (Robert Olson in The Art of Creative Thinking)

9. Quotesabout “Ideas” • A great idea is usually original to more than one discoverer. Great ideas come when the world needs them. They surround the world’s ignorance and press for admission. (Austin Phelps) • The greatest difficulty in the world is not for people to accept new ideas, but to make them forget old ideas. (Tom Peters) • An idea that is developed and put into action is more important than an idea that exists only as an idea. (Edward de Bono in Serious Creativity)

10. Quotesabout“Ideas” • If you have an apple and I have an apple and we exchange these apples then you and I will still each have one apple. But if you have an idea and I have an idea and we exchange these ideas, then each of us will have two ideas. (G. Bernard Shaw) • If you want to kill any idea in the world, get a committee working on it. (Charles Kettering) • One of the secrets to success is ideas mixed with inspiration. (Jim Rohn)

11. Quotesabout “Ideas” • There are no new ideas. There are only new ways of making them felt. (Audre Lorde — “Poetry Is Not a Luxury” ) • Great people talk about great ideas; average people talk about average ideas; small people talk about other people. (Anonymous) • People with extraordinary minds, talk about ideas.People with average minds, talk about events.People with simple minds, talk about other people. (Anonymous)

12. Quotesabout“Ideas” How do you treat ideas?Treat them TENDERLY — they can be killed quickly.Treat them GENTLY — they can be bruised in infancy.Treat them RESPECTFULLY — they could be the most valuable thing that ever came into your life.Treat them PROTECTIVELY — don’t let them get away.Treat them NUTRITIONALLY— feed them and feed them well.Treat them ANTISEPTICALLY (防腐地) — don’t let them get infected with the germs of negative thoughts.Treat them RESPONSIBLY — Respond! Act! Do something with them! Decide to decide! (Anonymous)

13. Starting up Which of the following do you agree with? Which do you disagree with? Why? 1. There are no new ideas. 2. Most of the best ideas are discovered by accident. 3. Research and development is the key to great business ideas. 4. There is nothing wrong with copying and improving the ideas of others. 5. The best way to kill an idea is to take it to a meeting.

14. Starting up What should companies do to encourage new ideas? • have an idea management system • spend money on R & D • Reward people who give good ideas to the organisation • remember not to punish people for bad ideas

15. Vocabulary Think it over and suggest some verbs or verbal phrases that can come in front of “idea”.

16. V.+n. Vocabulary A. Match the verbs and nouns to make word partnerships about the benefits companies get from great ideas. 1. exploit an opportunity (exploit v. take advantage of; make use of) 2. extend a range 3. win an award 4. make a breakthrough (breakthrough n. important development or discovery) 5. enter a market 6. see an opening (opening n. vacant position, good opportunity; favorable conditions)

17. V.+n. Vocabulary A. Match the verbs and nouns to make word partnerships about the benefits customers get from great ideas. 1. save time 2. fill a gap 3. meet a need 4. solve a problem 5. protect the environment 6. enhance status (status n. person’s social or professional position or rank) 7. reduce waste

18. V.+n. Vocabulary Ex. C & D. Complete the extract from a talk by the head of a Research and Development Department with the correct form of words from Ex. A and B. Then listen and check your answers. 1. exploits 2. extend 3. enter 4. make 5. meet 6. saves 7. enhances 8. reduces 9. protects 10. fills 11. win

19. Listening Developing new ideas A. Dr Tim Cook is Managing Director at Isis Innovation, which is owned by Oxford University. Listen to the 1st part of the interview and answer the questions.

20. Listening Developing new ideas 1. Isis helps people to make money from new ideas. a) Where do the ideas come form? b) How does Isis turn them into commercial opportunities? Oxford University’s research laboratories. By negotiating licenses or by helping researchers start new companies.

21. Listening Developing new ideas 2. Which of the following companies has Isis started? A company which: a) uses technology developed in the university’s Engineering Department to make cars go faster. b) makes houses for bees in order to grow fruit more efficiently. c) sells computers to archaeologists. √

22. Listening Developing new ideas A company which: a) uses technology developed in the university’s Engineering Department to make cars go faster. No. One company which uses technology developed in the engineering Dep. to make car bodies more quickly and therefore more economically. b) makes houses for bees in order to grow fruit more efficiently. Yes. One company makes beehives to help improve fruit production in orchards. c) sells computers to archaeologists. No. A company which trains archaeologists in the use of computer techniques and sells them the software that they need to do this.

23. Listening Developing new ideas B. Listen to the 2nd part of the interview and complete the extract. To build a company on university _______, you have to bring together a number of components. The first thing you need is a ______________, which we help the researchers to ________. We can then use this business plan to raise the __________ — the cash that you need to _______ the business. This comes from private ________. science business plan write start investment investors

24. Reading Three new ideas Read the three articles and complete the chart below.

25. Reading Three new ideas

26. Reading Three new ideas When they had their ideas, what were they doing? • Herta Herzogwas working for the Jack Tinker advertising agency in New York. • Richard Searswas an agent of a railway company and was selling watches with his partner Alvah Roebuck. • Vodafonewas making good profits.

27. Skills Successful meetings A. Which of the following do you agree with? Why? 1. The best number for a meeting is six people or fewer. 2. Never have a food or drink during a meeting. 3. Always start and finish a meeting on time. 4. You should sit round a table when you have a meeting. 5. A meeting must always have a leader. 6. At a formal meeting each person should speak in turn.

28. Skills 1. The best number for a meeting is six people or fewer. It probably depends on the type of meeting. It’s probably good to have at the meeting only those who really need to be there and to limit this number as far as possible. However, large meetings can be successful if they are well chaired

29. Skills 2. Never have a food or drink during a meeting. Different companies and cultures deal with this in different ways. Coffee and water may be freely available but snacks between meals are unknown in some places. The working lunch is a possibility in some places with perhaps sandwiches in the meeting room or lunch in a restaurant.

30. Skills 3. Always start and finish a meeting on time. Again, different cultures have different ideas about this. In some places, starting a 2 o’clock meeting at 2.20 may count as starting ‘on time’.

31. Skills 4. You should sit round a table when you have a meeting. Some companies are well known for having all their meetings standing up, in order to encourage quick decisions. (You could also discuss the shape of the table - for example whether round tables make for more ‘democratic’ meetings.)

32. Skills 5. A meeting must always have a leader. 6. At a formal meeting each person should speak in turn. Again, it probably depends on the type of meeting. Organised turn-taking can be very clear in some cultures, with long pauses to show that consideration is being given to what has just been said, but overlapping is the norm elsewhere.

33. Skills B. Listen to the meeting, then answer the questions. 1. What are the two aims of the meeting? To talk about when to launch the goggles and the marketing strategy. 2. Why does Katharina want to launch the goggles early in the year? She says that the goggles are technically advanced and that there is no reason to wait. 3. Which months for the launch do the participants discussed? Katharina mentions February or March, Kenneth suggests May or June and Nadia says that February is the best time. 4. Which types of shops does Julia want to target? Julia wants to target specialist sports stores.

34. Skills C. Listen again and tick the expressions which Inge, the chairperson, uses. 1.√ 2. 3.√ 4.√ 5. 6.√ 7.√ 8.

35. Skills D. Listen again and complete these extracts. 1. favour 2. don’t know 3. suggest 4. launch 5. Hold on 6. I think 7. do you mean

36. Skills E. Role play. Freestyle has developed a new tennis racket called Worldbeater. It is light but gives players increased power and control. It will be launched in the US. The Marketing Department holds a meeting to discuss a strategy. Read your role card. Then hold the meeting. At the end, the chairperson should summarise your decisions.

37. Case Study Stage 1: Introduction

38. Case Study Fabtek Stage 1: Introduction

39. Case Study Fabtek Stage 2: Task Work in groups. You are members of Gadget’s Product Development Department. You are to hold a meeting to propose ideas for exciting new products which use Protean. Use the points in the letter as a guide. Discuss the advantages and disadvantages of each proposal. Then decide on the three products which you will propose to Fabtek in order to get a licensing agreement. Do remember: Your ideas must be creative, exciting and innovative.

40. Homework Writing You are a member of Gadget’s Plc’s Product Development Department. The Chief Executive of Fabtek has asked you to write a memo report on one of the products you have chosen. Outline the product’s key features and say why it presents a commercial opportunity.