苹果、谷歌2014年最应该做什么？

沃尔玛：给员工涨薪

    2013年，美国联邦政府将最低工资从每小时7.25美元提高到了15美元，引发了一场广泛的讨论，而沃尔玛（Wal-Mart）则处于这个话题的漩涡中心。自2009年起，政府就再也没有提高过工资下限，而许多拿着最低工资的员工发现自己已经生活在了贫困线以下。沃尔玛是美国最大的私营雇主，雇佣了130万名美国人，而他们当中有许多人的收入在每年2.5万美元以下。传统观点也许认为，增加员工薪水会导致沃尔玛利润降低，不过《财富》的分析发现事实并非如此。

Wal-Mart: Pay workers more

    In 2013, Wal-Mart (WMT, Fortune 500) found itself at the center of the debate about raising the federal minimum wage from $7.25 an hour to figures as high as $15. The government has not raised the wage floor since 2009, and many full-time minimum wage workers find themselves living below the poverty threshold. As the largest private employer in the U.S., the retail chain employs 1.3 million Americans, and many of them earn less than $25,000 per year. Conventional wisdom may say that increasing worker wages would hurt Wal-Mart's bottom line, but a Fortune analysis discovered that this is simply not the case.

A & F：管好CEO的嘴巴

    由于针对体型偏大的顾客和“不够时髦”的顾客发表了歧视性言论，迈克•杰弗里斯这一年受到了如潮的恶评，但他并没有丢掉Abercrombie & Fitch服装公司首席执行官的位置。鉴于公司股票表现糟糕，投资者拼命想让他下台，但这家面向青少年的零售商还是决定让他留任。这意味着Abercrombie & Fitch愿意承担这位高管满嘴跑火车的风险。我们的建议很简单：让他远离麦克风吧。

Abercrombie & Fitch: Keep CEO Mike Jeffries quiet

    After a banner year of negative press for discriminatory comments against larger shoppers and "not-so-cool" customers, Mike Jeffries is staying on as Abercrombie & Fitch's chief executive. Investors desperately wanted him to leave given the company's tanking stock, but the teen retailer has decided to stay the course with Jeffries at the helm. This meansAbercrombie (ANF) is willing to take the risk of dealing with more outlandish comments from its chief executive. Our advice is simple: Keep him away from the microphone.

苹果：少说大话

    如果苹果（Apple ）能从乔布斯时代传承下来的词典里去掉那些过分炒作而且不符事实的吹嘘之辞，那就太棒了。苹果的产品无与伦比，性能强劲，卓尔不凡，创意十足，令人惊叹，别具一格——这些只是从这家公司最近的产品新闻中摘出的一部分词汇而已。苹果，我们知道，你确实很棒，我们同意。不过目前，你把产品单纯地描述一下就可以了。等你准备好发布和iPod、iPhone或iPad同一级别的产品时，再把这些形容词搬出来用吧。——亚当•拉辛斯凯

Apple: Cut the hyperbole

    Apple (AAPL, Fortune 500) would do well to eliminate from its vocabulary all the over-hyped, non-factual puffery that has been part of its lexicon since the Steve Jobs era. Apple products are: incredible, powerful, radical, innovative, amazing, and groundbreaking, to name just a few words chosen from recent company news releases. Apple, we get it. You're awesome. We agree. Just describe your products to us for now. And when you're ready to release something that equals the iPod, iPhone, or iPad, then it will be time to trot out the adjectives again. --Adam Lashinsky

J.C. Penney：回归本原

    《财富》的阿伦•斯隆将服装连锁店J.C. Penney评为2013年度运营最失败的公司之一。它一年来几乎没有赢得过任何值得关注的成功。前苹果高管罗恩•约翰逊在2012年接任了这家零售商的首席执行官，试图彻底改变这个品牌，让它变得时尚。可惜事与愿违，此举最终导致公司失去了一部分忠实客户。时间进入2014年，我们建议J.C. Penney回归本原，试着继续赢回去年失去的信赖。

J.C. Penney: Get back to basics

    Named by Fortune's Allan Sloan as one of the biggest turkeys of 2013, J.C. Penney (JCP,Fortune 500) leaves 2013 with hardly any noteworthy successes. Former Apple exec Ron Johnson took over in 2012 as CEO of the retailer and tried to make it trendy by drastically changing its brand. The plan backfired, and the retailer lost some of its loyal customer base as a result. Moving into 2014, we suggest the retailer gets back to basics and continues to try to earn back the trust it lost last year.