内容简介

   《聚焦》一书主要讲述了促进聚焦和防御聚焦的两种类型的人。通过动机匹配率后，促进（激励）聚焦的人，他们会把目标看作是前进和收获的机会。换句话说，他们集中一切注意力关心那些伟大的事情，如：利益与奖励。他们爱赢，他们更有可能抓住生活中的每一个机会，追逐创新。我们称之为促进聚焦者(Ray)。相反，像以预防为中心的人，他们将会把目标看作是去履行责任和保证自己安全的一次机会。他们认为如果不努力，他们将会取得差的成绩。他们这一类人并不想要去赢，只是因为他们不想输。我们称之为防御聚焦者（Jon）。这本书共分两个部分，13个章节。

    本文第一部分主要阐释预防聚焦的人和防御聚焦的人的本性以及他们是如何工作的。这将有益于你如何用一种全新的方式了解自身以及理解你周围的人。你将会知道对于那些具有伟大思想的人和注重细节的人为什么取得成功是如此艰难等等。

    本文第二部分主要解释如何学习说具有动机匹配率的语言以及去影响他人。当你要传达的信息（或经历）与他们的内在动机相匹配时，听众将会觉得很有道理和感到舒适。这将会促使你信息（或经历）的可信度和价值有一个很大的提升。反之，如果没有创造动机匹配率，听众将不会信赖你。

    本次选取了9-10章来翻译，主要通过大量的实例阐述了在相同的情况下，预防聚焦者和促进聚焦者遇到同样的情况，他们的思维方式的区别，以及如何去做决定的。另外，当我们了解他们的思维方式后，利用动机匹配率就可以更好的促销我们的产品，或使传达的信息更具可信度。例如：当我们营销车辆时，对于促进聚焦的人们，你应当激励点为中心，如，汽车能跑较多的英里数，而对于防御聚焦的人们，你应该描述为低燃料成本和避免一些糟糕行为。用福利来吸引促进聚焦者的注意力，避免蒙受损失来吸引防御聚焦者。同样，类似地，假设你获得了研究生学习的奖学金，两个大公司给你提供较好的职位。如果你是促进聚焦者，你将会对生活极其地满意，感到非常明确自己要去哪儿和想要什么。而防御聚焦者，当你用生活散漫，失业和生活在地下室这些情况恐吓他们时，他们将更加努力和克服拖延症。所以，这两章节主要通过列举大量事例来说明：当你创造一个匹配，这个匹配不仅是在于人们想要什么和他们得到什么之间的匹配，而且是更注重他们想到什么和他们如何得到它之间的匹配的时候，动机匹配率发生。——也就是他们达成目标的方法。

INTRODUCTION

The book Focus mainly describes two different kind of people who are promotion-focused people and prevention-focused people. The promotion-focused people will take the goal as chance of advancement and gain after the motivational fit. They love winning. It is more likely for them to catch every opportunity to create in their daily life. Which we call optimist. On the contrary, prevention-focused people will see the target as a chance to fulfill their duties and keep safe. They think that if they do not make an effort, they will get a bad performance. They do not want to win, just because they think they should not lose. We call it pessimist(Jon). This book consists of two parts, including 13 chapters.

The first part mainly describes that prevention-focused and promotion-focused  people’s nature and they are how to work. Which will benefit you to know yourself and people around you. Also, you will know why those people who have great ideas and attach importance to details feel difficult to achieve a success and so on.

The second part mainly describes how people speak the language with motivational fit and affect others. When you convey the message (experience) matching their inner motivation, audience (listeners) will think it reasonable and feel comfortable. That will bring great breakthrough to your credibility and value of information. Likewise, if they do not experience motivational fit, audience will not trust in you. 

The translation is made up of chapters 9-10. The original mainly explain that under the same circumstances, prevention-focused and promotion-focused people’s thinking ways differ in many instances. what is more, after knowing their thinking way, maybe, we will sell a lot of products by motivational fit or customers will think the message we release more credible. For instance, when promoters sell cars, we need take some measures for promotion-focused people. Inspiration is the core of selling products, such as, cars can walk many miles. Conversely, to some prevention-focused people, you should explain lower fuel cost and avoid some terrible behaviors for them. Use the incentive to catch optimist’s eyes and use avoiding loss to appeal to pessimist. Similarly, if you get fellowship and two big firms offer you a good position or if you are an optimist, you will be very satisfied with your life. In addition, it is clear for you to know where you will go and what you want. On the other hand, for pessimist, when you say to them: “you are aimless and you will be unemployed or even you will live in the basement to frighten them. They will become assiduous and more willing to overcome Procrastination. So, the two chapters make some introduction by substantial examples when you create a motivational fit, the match is not only what people want and how to get it, but also the method by which they reach the targets.