????他是研究商業(yè)戰(zhàn)略的首席教授,。她是大放異彩的都會(huì)奇幻小說(shuō)作家,，讀者是十幾歲的青少年。他們?cè)谝黄鸾M成了一對(duì)不可思議的父女檔,。

????69歲的理查德?魯梅爾特是父親,，他從1976年起就任教于加州大學(xué)洛杉磯分校的安德森管理學(xué)院（UCLA Anderson School of Management）。他的新書(shū)《戰(zhàn)略?xún)?yōu)劣談》（Good Strategy/Bad Strategy）入選了《金融時(shí)報(bào)》（Financial Times）與高盛年度最佳商業(yè)圖書(shū)獎(jiǎng)的決勝名單,。39歲的卡珊德拉?克萊爾（原名：朱迪斯?魯梅爾特）自從2004年來(lái)一直在創(chuàng)作系列小說(shuō)《凡人圣物》（Mortal Instruments）,。之前的10年，她為娛樂(lè)雜志和小報(bào)撰稿,，有時(shí)也在網(wǎng)上發(fā)表同人小說(shuō),。這套系列小說(shuō)以紐約為背景,，講述勇斗惡魔的Nephilim（又稱(chēng)暗影獵人）的冒險(xiǎn)故事?？巳R爾已經(jīng)賣(mài)出超過(guò)1,000萬(wàn)本書(shū),，最近還簽下價(jià)值1,000萬(wàn)美元的兩個(gè)出版協(xié)議。根據(jù)系列改編的第一部電影《凡人圣物：白骨之城》（City of Bones）正在多倫多拍攝,，明年夏天將由索尼影視公司（Sony Pictures）推出,。

????今年夏天，魯梅爾特和克萊爾在《財(cái)富》雜志（Fortune）的辦公室接受了戴維?A.卡普蘭的采訪(fǎng),，傾談創(chuàng)造,、營(yíng)銷(xiāo)和父母影響。下面是對(duì)話(huà)的剪輯版本,。

????理查德，您是知名學(xué)者,，您的著作銷(xiāo)量數(shù)以萬(wàn)計(jì),。卡珊德拉,，你在通俗讀物的某個(gè)細(xì)分市場(chǎng)也是名聲顯赫,，銷(xiāo)量更大。這兩個(gè)職業(yè)選擇之間存在什么聯(lián)系嗎,？

????魯梅爾特：都是遺傳（大笑）,。她是我的驕傲。她太優(yōu)秀了,。

????克萊爾：我父親只相信自然選擇,，不相信后天培養(yǎng)。

????他在你13歲的時(shí)候也這么想嗎,？

????魯梅爾特：她13歲的時(shí)候,，我覺(jué)得遺傳不起作用，至少?gòu)奈疫@邊沒(méi)起作用,。

????克萊爾：我覺(jué)得父親對(duì)我的職業(yè)有巨大影響,。作為藝術(shù)家，不管是同行,、經(jīng)紀(jì)人,、出版商，還是社會(huì),，大家都鼓勵(lì)你不要去考慮金錢(qián),、戰(zhàn)略，不要去想著如何規(guī)劃職業(yè),，如何樹(shù)立自己的品牌,，而是認(rèn)為我們就應(yīng)該專(zhuān)注于藝術(shù)本身,。

????于是，你的父親讓你把自己當(dāng)作一個(gè)公司來(lái)經(jīng)營(yíng),？

????克萊爾：對(duì),！我成長(zhǎng)的過(guò)程中一直在聽(tīng)他探討戰(zhàn)略和管理。當(dāng)然我也讀過(guò)他寫(xiě)的書(shū),。他一再跟我強(qiáng)調(diào),，有戰(zhàn)略的人必然勝過(guò)沒(méi)有戰(zhàn)略的人。所以不管遇到什么情況,，我的第一反應(yīng)就是問(wèn)：“那么,，有什么戰(zhàn)略嗎？”對(duì)一個(gè)作家而言,，這很不尋常,。

????魯梅爾特：有一種典型的失敗戰(zhàn)略，就是有野心但沒(méi)計(jì)劃,。朱迪讀了那本書(shū)稿的某個(gè)章節(jié),。幾周之后，她告訴我：“有次我的出版商說(shuō),，‘我們對(duì)你的下一本書(shū)充滿(mǎn)期望’,。”她接茬說(shuō)：“那么你們有什么打算……,？”

????克萊爾：我們?cè)诙聲?huì)議室談話(huà),。出版商【西蒙舒斯特（Simon & Schuster）】說(shuō)：“我們計(jì)劃提高你的知名度，增加銷(xiāo)量,?！蔽揖蛦?wèn)：“你們有什么具體的計(jì)劃來(lái)實(shí)現(xiàn)這一點(diǎn)嗎？”他們回答：“呃,，我們會(huì)讓這本書(shū)得到更多關(guān)注,，多賣(mài)幾本?！?/p>

????他們沒(méi)有計(jì)劃少賣(mài)幾本,？

????魯梅爾特：他們只提出目標(biāo)，而不是行動(dòng)計(jì)劃,。她對(duì)此分得很清楚,。

????He's a leading professor of business strategy. She's a wildly successful author of urban fantasy novels for teenagers. Together, they're one of the more unusual father-daughter pairings.

????Richard Rumelt, 69, is the dad. He's been at the UCLA Anderson School of Management since 1976. His Good Strategy/Bad Strategy was shortlisted for the 2011 Financial Times and Goldman Sachs Business Book of the Year. Cassandra Clare (born: Judith Rumelt), 39, has been writing the Mortal Instruments series since 2004—following a decade of writing for entertainment magazines and tabloids, and occasional posting of fan fiction online. Set in modern New York City, the series centers on the adventures of the demon-fighting Nephilim (also called Shadowhunters). Clare has sold more than 10 million books and recently signed two multi-book deals for $10 million. The first Mortal Instruments movie, City of Bones, is shooting in Toronto and will be out next summer from Sony Pictures (SNE).

????Rumelt and Clare talked to David A. Kaplan at Fortune's offices this summer about creativity, marketing, and parental influence. Below is an edited transcript of their conversation.

????Richard, you're a well-known academic and have sold tens of thousands of books. Cassandra, you're a well-known author for a certain segment of the mass market—and have sold even more books. Is there a connection between the two careers?

????RUMELT: It's all genetics [laughter]. I'm very proud of her. She's blossomed fantastically.

????CLARE: My father is a big believer in nature over nurture.

????Did he think that way when you were 13?

????RUMELT: When she was 13, I thought it wasn't genetics—or at least not my side of the family.

????CLARE: I think that there's an enormous amount that my father has influenced in my career. We as artists are actively encouraged—by other authors, your agent, publisher, and society—not to think about money, strategy, how to manage your career, how to create a brand, because we're supposed to focus on the art.

????So, your father helped you to think of yourself as, well, a corporation?

????CLARE: Yes! I grew up listening to him talk about strategy and management. I've read his book obviously. And he's always pressed upon me that the person who had a strategy is going to win out over the person who doesn't. So when I come into a situation, my immediate question is, "Well, what's the strategy?" And I think that's unusual for a writer.

????RUMELT: One kind of bad strategy is where people have aspirations, but no plans. And Judy read one of my chapters on that in draft form. A couple weeks later, she told me, "Well, my publisher said, 'We have high hopes for your next book.'" And she said, "And you're going to – ?"

????CLARE: We were in the boardroom. The publisher [Simon & Schuster] said, "Our plan is to raise the profile and increase the sales." And I said, "What are your concrete plans to achieve that?" They said, "Well, we're going to get the book more attention and sell more copies."

????As opposed to a plan to sell fewer copies?

????RUMELT: They were naming goals instead of actions. She gets that sensibility of distinguishing between the two.