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  3. Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

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问题     Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think, you can drink Coke, too. All the Cokes are the same and all the Cokes are good."
    That is true not just for Coca-Cola. One could say much the same about a Hollywood movie, Gmail, Ikea bookshelves, Microsoft Office and YouTube. These products and services all "scale".
    But not everything does. Researchers have long studied pilot schemes such as public health initiatives or innovative schools. They dread the familiar phenomenon of the pilot delivering sensational results, only to fade at a larger scale. This dismaying tendency was called "voltage drop".
    So why does the voltage drop for so many promising ideas? One common problem is that the original effect was illusory. Consider a famous experiment conducted over 20 years ago, in which customers in a high-end supermarket were offered free samples of jam from a choice of either six or 24 flavours. The wider choice was dramatically demotivating. Ten times as many people bought jam after being shown the smaller range.
    It is one of the most famous results in psychology; it has proved rather difficult to repeat in follow-up experiments. Perhaps the effect is completely non-existent, the result of a statistical fluke. Or perhaps the effect exists but with nothing like the force exhibited in the original experiment. Does anyone seriously believe your local supermarket would sell 10 times as much produce if only it simplified its product line?
    Another source of voltage drop is when the original effect does not generalise beyond unusual circumstances. One example is the Arch Deluxe, a hamburger launched by McDonald’s in 1996 with a marketing fanfare. The fast-food giant had every reason to expect success, because focus groups loved the Arch Deluxe.
    The problem is that the focus group enthusiasts were not a good guide to the attitude of the typical consumer. A person who signs up to take part in a McDonald’s focus group is probably someone who is crazy about McDonald’s or loves all kinds of burgers, or both.
    Even if the idea is real, and generalises to a wide audience, it may be difficult to repeat the performance once it ventures beyond the control of the original creative team. A pilot school may work well, but it is easier to hire 20 good teachers than 20,000. A brilliant chef can work in only one kitchen at a time.
    Pinning down a single explanation for voltage drops is impossible. The world is big, complex, and bewilderingly diverse. All the Cokes are the same. But schools and restaurants and comedy gigs and clinics are not much like Cokes. Perhaps the mystery is not that ideas often fail to scale. The mystery is that we ever convinced ourselves that they should.
What is the text mainly about?
选项 A、Scalable ideas are alike.
B、Not all great ideas can scale.
C、Ideas are as complex as the world.
D、Good ideas can be applied universally.
答案B
解析 主旨题。解答主旨题应着眼于全文。文章由可口可乐的例子引出话题，即一些产品或服务可以得到规模化发展。第三段话锋一转，提出并非所有事物都能得到规模化发展，继而提出一些想法不能规模化(“电压下降”现象)，第四段至第八段从几个方面分析了原因。最后一段指出，神奇之处并非想法经常无法规模化，而是为何我们说服自己想法应该得到规模化发展。由此可知，本文主题是一些想法是无法规模化发展的，B项符合文意，故正确。A项属于无中生有，文章并未提到可规模化的想法是否相似，故排除。C项属于无中生有，最后一段第二句提到，世界是复杂且多样化的，但并未提到想法如世界一样也是复杂且多样化的，complex和diverse也并非本文关键词，故排除该选项。D项属于主观臆断，文章提到，原始效应脱离了特定情况，就不适用了。但不能由此推断出好的想法就是具有普遍适用性的想法，故排除该选项。故本题答案为B。
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