苹果、谷歌2014年最应该做什么？

Twitter：减少广告

    Twitter进行了一次成功的首次公开募股后，公司的投资者急切地期待着这个社交媒体平台获得可观的利润。毫无疑问，以营销微博的形式打广告是微博类网站盈利战略中的重要组成部分。不过考虑到Twitter仍然在努力把大量的非活跃用户群转变为活跃用户，不要让太多杂乱的广告疏远用户也十分重要。

Twitter: Don't burden users with too many ads

    After a largely successful initial public offering, Twitter's (TWTR) investors are anxious for the social media platform to turn a decent profit. Without question, advertising in the form of promoted tweets will be a key component of the microblogging site's monetization strategy. But with Twitter still battling to convert its large base of inactive users into active ones, it's important that the company does not isolate more users in 2014 with too many feed-cluttering ads.

露露柠檬：别让顾客走光

    露露柠檬（Lululemon）在2013年遭遇了麻烦，令人遗憾的瑜伽裤召回风波让顾客不仅开始质疑这家健身服装公司的昂贵产品的质量，还质疑公司领导层的诚信。露露柠檬的创始人其普•威尔森并没有承担售出大量走光长裤的责任，反而说：“一些女士的身材只是不适合”公司的产品。许多顾客据此认为威尔森将产品问题归咎于他们。前任TOMS总裁劳伦特•波德万前来接任首席执行官，我们建议他别让顾客再走光了——也别找“如果”、“而且”或“但是”这类的借口。

Lululemon: Keep your customers covered

    Lululemon (LULU) was stung in 2013 by an unfortunate yoga pant recall that made customers not only question the quality of the fitness retailer's expensive products but also the integrity of its leadership team. Rather than take responsibility for selling a large quantity of see-through pants, Lululemon founder Chip Wilson said, "some women's bodies just actually don't work" with the brand's clothes. Many customers interpreted this comment as Wilson blaming them for the product issues. As former TOMS presidentLaurent Potdevin takes over as CEO, we suggest he keep his customers completely covered -- no ifs, ands, or butts about it.

可口可乐：远离碳酸饮料

    去年，可乐的拥趸多年来害怕的事在很大程度上得到了证实：碳酸饮料（即便是无糖的）很可能不利于身体健康。一些研究员如今声称，人工增甜剂或许会对新陈代谢产生负面作用，同时导致体重增加。可口可乐（Coca-Cola）有大约60%的收入来自碳酸饮料，不过随着可乐销量在美国的暴跌，这种情况并不会持续很长时间。去年12月，可口可乐美国分公司的总裁决定离职。新的领导团队会在2014年花大量时间研发能够让日益关注健康的顾客群感兴趣的新产品。

Coca-Cola: Step away from the soda

    Last year largely confirmed what Coke drinkers have feared for years: Soda (even diet soda) is most likely not good for your health. Some researchers now purport that artificial sweeteners may negatively affect the metabolism and lead people to gain weight. Roughly 60% of Coca-Cola's (KO, Fortune 500) U.S. revenue comes from soda, but that may not be the case for very long as sales continue to plunge in America. In December, the president of Coca-Cola Americas decided to leave the company. A new team of leadership should spend a large part of 2014 creating new products that will keep an increasingly health-conscious customer base interested.

谷歌：为谷歌眼镜的声誉而战

    谷歌眼镜是2013年度最令人激动的技术创新之一，粉丝们翘首期盼着今年能够开始试用。但谷歌（Google）在教育顾客产品性能方面仍然任重道远。许多人对这种产品依然敬而远之，一方面是出于隐私考虑，另一方面由于谷歌眼镜时刻都在捕捉周遭的环境，人们总感觉它在进行某种侵略式的监视。实际上，谷歌眼镜与智能手机差不多，而科技巨头谷歌需要确保人们能够了解这一点。（财富中文网）

    译者：严匡正

Google: Work on Glass' reputation

    Google Glass is one of the more exciting tech innovations of 2013, and fans are looking forward to testing it out next year. That said, Google (GOOG, Fortune 500) is still struggling to educate consumers about the capabilities of the technology. Many people remain wary of the device because of privacy concerns and a perception that the device is aform of invasive surveillance that is always capturing the world around it. The truth is Google Glass differs very minimally from a smartphone and the tech giant needs to make sure people know that.