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字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:03 | I looked at every business book I have ever read in the last nine years. | 我看了过去九年我读过的每一本商业书籍。 |
| 0:08 | I threw away the garbage and picked a few good books. | 我把垃圾扔了 选了几本好书 |
| 0:13 | And from those, I pulled the absolute most important things for a small business. | 从这些,我为一个小生意 做了一些绝对最重要的事情。 |
| 0:21 | I turned all of it into one simple map. | 我把一切都变成一张简单的地图 |
| 0:26 | Just eight parts. | 只有八个部分。 |
| 0:28 | From your first idea all the way to a business that pays you while you walk in | 从你的第一个想法一直到一个 支付你的生意 当你走进 |
| 0:32 | the park on a Tuesday morning, let's start with part one, idea validation. | 星期二早上的公园,让我们开始 第一部分,想法验证。 |
| 0:41 | Imagine spending three months building a website. | 想象一下,花了三个月时间建立一个网站。 |
| 0:44 | You pay for a logo. | 你买个标志 |
| 0:45 | You set up a company. | 你成立了一个公司。 |
展开字幕全文（709 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | I looked at every business book I have ever read in the last nine years. | 我看了过去九年我读过的每一本商业书籍。 |
| 2 | I threw away the garbage and picked a few good books. | 我把垃圾扔了 选了几本好书 |
| 3 | And from those, I pulled the absolute most important things for a small business. | 从这些,我为一个小生意 做了一些绝对最重要的事情。 |
| 4 | I turned all of it into one simple map. | 我把一切都变成一张简单的地图 |
| 5 | Just eight parts. | 只有八个部分。 |
| 6 | From your first idea all the way to a business that pays you while you walk in | 从你的第一个想法一直到一个 支付你的生意 当你走进 |
| 7 | the park on a Tuesday morning, let's start with part one, idea validation. | 星期二早上的公园,让我们开始 第一部分,想法验证。 |
| 8 | Imagine spending three months building a website. | 想象一下,花了三个月时间建立一个网站。 |
| 9 | You pay for a logo. | 你买个标志 |
| 10 | You set up a company. | 你成立了一个公司。 |
| 11 | You finally launch your big business idea and then crickets. | 你终于推出了你的大商业创意 然后板球。 |
| 12 | Nobody buys. | 没有人买。 |
| 13 | You just wasted three months of your life. | 你刚刚浪费了三个月的生命 |
| 14 | 90% of beginners blow up their business before they even start. | 90%的初学者甚至还没开始就把生意搞砸. |
| 15 | Why? | 为什么? |
| 16 | Because they get the order wrong. | 因为他们搞错了命令 |
| 17 | They think the order is idea, build, sell. | 他们认为订单是想法,建设,销售. |
| 18 | That is a trap. | 这是一个陷阱。 |
| 19 | Before you spend a single dollar or waste a single minute building something, | 在你花一美元或浪费一分钟 做一些事情之前, |
| 20 | you have to let the market decide if your idea is actually good. | 你得让市场来决定你的主意是不是不错 |
| 21 | You have to validate it. | 你必须验证它。 |
| 22 | If you tell a friend about your idea, they will say, wow, that's amazing. | 如果你告诉一个朋友你的想法, 他们会说,哇,这是惊人的。 |
| 23 | You should do it. | 你应该这样做。 |
| 24 | Do not trust them. | 不要相信他们。 |
| 25 | Your mom, your friends, your wife, they will all lie to you about your business idea. | 你妈妈,你的朋友,你的妻子, 他们会骗你 关于你的商业想法。 |
| 26 | Not because they're bad people, but because they are polite. | 不是因为他们是坏人 而是因为他们有礼貌 |
| 27 | Here's what you do instead. | 这就是你要做的 |
| 28 | You ask for the money within 48 hours. | 你48小时内要钱 |
| 29 | Noah Kagan calls this the 48 hour money challenge. | 诺亚·卡根称这是48小时的金钱挑战. |
| 30 | Get three paying customers in two days. | 两天内叫三个付费客户 |
| 31 | That's it. | 就这样 |
| 32 | In his book, Million Dollar Weekend, he tells the story of his friend, Boris. | 在他的"百万周末"一书中,他讲述了他朋友鲍里斯的故事. |
| 33 | Boris had an idea for a healthy meal delivery service. | 鲍里斯有个健康送餐的主意 |
| 34 | He didn't build the website. | 他没有建立网站. |
| 35 | He didn't design a logo. | 他没有设计标志. |
| 36 | He sent one email to his close friends and asked, will you pay me 20 bucks right | 他发了一封邮件给他的密友 问,你能不能给我20块钱? |
| 37 | now to deliver healthy meals next Friday? | 下个星期五送健康餐? |
| 38 | Five of them paid. | 其中五人付了钱。 |
| 39 | As you can see, Boris didn't start with a logo. | 如你所见,鲍里斯不是从标志开始的. |
| 40 | He validated his idea by asking for money straight away. | 他通过马上索要钱来验证自己的思想. |
| 41 | And here's another example on how to validate your business idea. | 还有一个例子 如何验证你的商业想法。 |
| 42 | Imagine you want to start a dog walking business. | 想象一下你想开始一个狗步行业务。 |
| 43 | You go to a few dog owners in your neighborhood. | 你去你附近的几个狗主那里 |
| 44 | You pitch them. | 你投他们。 |
| 45 | And guess what? | 你猜怎么着? |
| 46 | They don't want a dog walker because they love walking their own dog. | 他们不想要一个狗行者,因为他们喜欢走自己的狗. |
| 47 | That's the best part of their day. | 那是他们今天最美好的一天 |
| 48 | But you keep talking and you find out something else. | 但你继续说话 发现别的东西 |
| 49 | They need someone to watch their dog while they're on vacation. | 他们在度假时需要有人看狗 |
| 50 | They'll pay you 60 bucks a day for that. | 他们每天会给你60美元 |
| 51 | Three say yes on the spot. | 三当场说是. |
| 52 | Look, you started with a dog walking business idea, but you end up with a dog | 你看,你开始 一个狗走 商业想法, 但你最后与一只狗 |
| 53 | sitting business instead. | 换句话说, |
| 54 | Same neighborhood, same dogs, completely different product. | 同一社区 同一条狗 完全不同的产品 |
| 55 | And you only found this idea works because you asked for money, not for | 你发现这个想法有效 只是因为你要求钱,而不是为了 |
| 56 | feedback, but money straight away from the beginning. | 反馈,但钱 直接从开始。 |
| 57 | Now, here's another way to validate your idea. | 现在,这是另一种方法 验证你的主意。 |
| 58 | Do it online. | 做在线. |
| 59 | Post it on social media. | 在社交媒体上发布. |
| 60 | Use Facebook Marketplace or eBay or whatever free selling site people use | 使用Facebook市场或eBay或任何免费销售网站的人使用的东西 |
| 61 | where you live. | 汝所住之处. |
| 62 | Don't create your own website yet. | 不要创建自己的网站。 |
| 63 | Don't create a detailed business plan whatsoever. | 不要制定详细的商业计划 |
| 64 | Just a post and a payment link. | 只是一个帖子和一个支付链接。 |
| 65 | And see if there are people who really want to buy what you're selling. | 看看有没有人真的想买你卖的东西 |
| 66 | Get at least three real payments before you go all in with that idea. | 在你提出这个想法之前 至少要付三笔钱 |
| 67 | If they say, I'll buy it later, that's just a nice way of saying no. | 如果他们说,我会买它以后, 这只是一个很好的方式说不。 |
| 68 | And now, what if no one's buying? | 如果没人买呢? |
| 69 | Let's say you've asked three people and all three said no. | 假设你问了三个人 三个都说不行 |
| 70 | Most beginners take that as a sign they should quit. | 大多数初学者都认为这是他们应该退出的标志。 |
| 71 | They pack up the idea, feel sorry for themselves, and stop. | 他们收拾东西,为自己感到抱歉,然后停下来。 |
| 72 | Don't do that. | 别这样 |
| 73 | Because a no is not the end. | 因为拒绝不是结束。 |
| 74 | It's data. | 数据 |
| 75 | Use these four questions to turn rejection into a new opportunity. | 利用这四个问题,把拒绝变成一个新的机会. |
| 76 | First, ask them, why not? | 首先,问他们,为什么不呢? |
| 77 | Second question, who's the one person you know who'd actually love this? | 第二个问题,你认识的人是谁? |
| 78 | Third question you can ask, what would make you buy this right now? | 你可以问第三个问题,是什么让你现在买这个? |
| 79 | And lastly, ask, how much would you pay for that instead? | 最后,你问,你会付多少钱? |
| 80 | Finding the right price is a bit difficult when you first start. | 找到正确的价格 有点困难 当你开始。 |
| 81 | If you can get potential customers to tell you the actual amount they'd pay, | 如果你能让潜在客户告诉你 他们实际支付的数额 |
| 82 | that could give you a better starting point. | 这会给你一个更好的起点。 |
| 83 | Now, what if you ask and ask and ask and nobody wants what you're offering? | 现在,如果你问,问,问 没有人想要你提供什么? |
| 84 | That's still a win. | 那还是个胜利 |
| 85 | Why? | 为什么? |
| 86 | Because you didn't waste tons of time and money on the wrong idea. | 因为你没有浪费大量的时间和金钱 在错误的想法。 |
| 87 | You found out in three days, not three years. | 你三天后才发现 不是三年 |
| 88 | That's a gift. | 那是个礼物 |
| 89 | So pick another business idea and go get three people to pay you. | 那就另选一个商业主意 找三个人付你钱 |
| 90 | That's how you validate your business idea before going all in. | 这就是你如何验证 你的业务想法之前,所有进入。 |
| 91 | Part two, positioning. | 第二部分 定位. |
| 92 | Let's say you decided to start the business. | 假设你决定开始了生意 |
| 93 | Maybe you open a coffee shop or sell a course online. | 也许你开个咖啡店 或者在网上卖课程 |
| 94 | For a few months, life is good. | 几个月来,生活是好的。 |
| 95 | Then you look around. | 然后四处看看 |
| 96 | There are 10 other guys doing the exact same thing you do, | 还有10个人和你一样 |
| 97 | and they charge the exact same price. | 他们收取同样的价格。 |
| 98 | So how do you get people to buy from you? | 你怎么让别人从你这里买东西? |
| 99 | You drop your price a little. | 你掉了一点价钱。 |
| 100 | Then they drop theirs. | 然后,他们放弃了自己的。 |
| 101 | So you drop yours again. | 所以,你又放弃你的。 |
| 102 | Now you make less money on every sale. | 现在每次卖你赚的钱都少了 |
| 103 | You have to work twice as hard just to end up exactly where you started. | 你必须努力工作两倍 才能完成你的工作 |
| 104 | That's a price war. | 那是一场价格战争。 |
| 105 | And in a price war, nobody wins. | 在一场价格战争中 没人能赢 |
| 106 | You just bleed slower than the next guy. | 你比下一个家伙的血流得慢 |
| 107 | Most people think there's only one way out of that fight. | 大多数人认为只有一条路可以摆脱这场战斗. |
| 108 | They think you have to find some magic place where there's no competition, | 他们认为你必须找到一个没有竞争能力的地方 |
| 109 | an empty blue ocean, all to yourself. | 一片空虚的蓝海,全靠你自己 |
| 110 | That is a myth. | 这是一个神话。 |
| 111 | The real move is to stay in the crowded market, but refuse to play their game. | 真正的举动是留在拥挤的市场,但拒绝玩他们的游戏. |
| 112 | You change the rules so the competition doesn't even matter anymore. | 你改变规则 这样比赛就不再重要了 |
| 113 | Here are four simple questions you need to ask yourself. | 这是四个简单的问题 你需要问自己。 |
| 114 | Number one, eliminate. | 第一,消灭。 |
| 115 | What can you just get rid of? | 你能摆脱什么? |
| 116 | Most businesses keep doing stuff just because everybody else is doing it. | 大部分企业都在做一些事情 因为其他人都在做 |
| 117 | Number two, reduce. | 二号,减少。 |
| 118 | What can you make much smaller or simpler than normal? | 你能做的比正常小多少或更简单吗? |
| 119 | Especially things that aren't that important for your customers. | 特别是对于你的顾客来说不重要的事 |
| 120 | Number three, raise. | 三号,加薪。 |
| 121 | What can you make better than everybody else? | 你能比其他人更好的吗? |
| 122 | And number four, create. | 第四,创造。 |
| 123 | What is something new you can offer that nobody has offered before? | 你能提供以前没有人提供的新东西吗? |
| 124 | That's it. | 就这样 |
| 125 | Four questions. | 四问. |
| 126 | First two helps to reduce your costs. | 前两部有助于降低费用。 |
| 127 | And the last two create more value for the customer. | 而后两者为客户创造更多的价值. |
| 128 | Let me show you how this works in real life. | 让我告诉你这在现实生活中是如何运作的。 |
| 129 | Let's go back to that coffee shop. | 我们回咖啡店吧 |
| 130 | Say it's yours. | 说是你的 |
| 131 | Right now, every cafe on your street is exactly the same. | 现在,你街上的每个咖啡馆都一样 |
| 132 | Decent coffee, a few cakes, comfy chairs, nice music. | 咖啡、蛋糕、椅子、音乐 |
| 133 | You are all fighting for the exact same people. | 你们都是为同一个人而战 |
| 134 | And your only weapon is lowering your price. | 你唯一的武器是降低价格 |
| 135 | Instead, aim those four questions at one guy nobody cares about. | 反之,把这四个问题 瞄准一个没人在乎的人 |
| 136 | The guy who's not there for the coffee. | 那个不在那里喝咖啡的人 |
| 137 | He's there to work. | 他在这里工作。 |
| 138 | The student. | 师曰. |
| 139 | The freelancer. | 自由职业者. |
| 140 | The guy looking for a plug for his laptop. | 他在找笔记本电脑的插头 |
| 141 | Eliminate. | 消灭 |
| 142 | Kill the massive cake display. | 关掉大型蛋糕展 |
| 143 | This guy is not there for the cake. | 这家伙不在那里 蛋糕。 |
| 144 | And he does not want to have small talk with the barista. | 他不想和律师谈点什么 |
| 145 | He wants to grab a simple coffee and be left alone to work. | 他想喝杯咖啡 一个人工作 |
| 146 | So eliminate all of it. | 所以消灭一切. |
| 147 | Reduce. | 减. |
| 148 | The big soft couches everyone fights over. | 大柔软的沙发让大家都争吵起来. |
| 149 | He doesn't want a couch. | 他不要沙发 |
| 150 | He wants a real desk. | 他想要一个真正的办公桌。 |
| 151 | So shrink the lounge area. | 所以缩小休息区 |
| 152 | Raise. | 举起 |
| 153 | Give him the stuff he actually needs. | 给他他真正需要的东西。 |
| 154 | The fastest internet in town. | 镇上最快的互联网 |
| 155 | A power plug at every single seat. | 每个座位都有电源插座 |
| 156 | Big tables. | 长大桌. |
| 157 | A chair that won't kill his back after three hours. | 一个三小时后不会弄死他的椅子 |
| 158 | Create. | 创建。 |
| 159 | Now do the one thing no other cafe does. | 现在去做别家咖啡馆做的事 |
| 160 | Stop making him buy a coffee every hour just to keep his seat. | 别让他每时每刻都买咖啡 只为了保住他的座位 |
| 161 | Charge him $10 for the whole day. | 整天要他10块 |
| 162 | Coffee included. | 包括咖啡在内。 |
| 163 | Tell him straight. | 直说. |
| 164 | Stay as long as you want. | 随所住故. |
| 165 | This is your office. | 这是你的办公室 |
| 166 | Look at what you just built. | 看看你刚造出来的 |
| 167 | A totally different business. | 一个完全不同的生意。 |
| 168 | The cafe next door is not your competition anymore. | 隔壁的咖啡馆不再是你的竞争对手了 |
| 169 | You are now competing with expensive shared office spaces that charge $300 a month. | 你现在正在竞争 昂贵的共享办公空间 每月收费300美元。 |
| 170 | But you let him pay by the day. | 但你让他在白天支付。 |
| 171 | Only when he shows up. | 只有他出现的时候 |
| 172 | Now look closer at what you did to your costs. | 现在仔细看看你付出的代价 |
| 173 | You killed the fancy coffee. | 你杀了那咖啡 |
| 174 | Dumped the cakes. | 抛开蛋糕 |
| 175 | Removed the couches. | 把沙发拿开 |
| 176 | All the things that make a normal cafe expensive to run are gone. | 普通咖啡馆的开销都不见了 |
| 177 | You probably think the fastest internet and the good desks cost a fortune. | 你可能认为最快的互联网 和好的办公桌花费一大笔钱。 |
| 178 | They don't. | 他们没有。 |
| 179 | The most expensive part of a cafe is the skilled staff and the food that goes bad. | 咖啡馆最昂贵的部分是技术熟练的员工和不良的食物. |
| 180 | You cut the heavy stuff and you added the cheap stuff. | 你剪掉重物 加上廉价物 |
| 181 | You walked away from the price war and your business is now cheaper to run. | 你远离了价格战争 你的生意现在更便宜了 |
| 182 | You give the customer more and it costs you less. | 你给客户更多,它花费你更少。 |
| 183 | Both at the same time. | 二者同时. |
| 184 | That is the whole game. | 这就是整个游戏。 |
| 185 | You might be thinking, I'm not opening a cafe. | 你可能会在想 我不会开咖啡馆的 |
| 186 | It doesn't matter. | 没关系 |
| 187 | The cafe is just the simplest example I could find. | 咖啡馆是我能找到的最简单的例子 |
| 188 | So do one thing tonight. | 所以今晚做一件事。 |
| 189 | Take a piece of paper. | 取一纸. |
| 190 | Write down everything your competitors do. | 写下你竞争对手所做的一切 |
| 191 | Price, speed, the free water by the door, all of it. | 价格 速度 门边的免费水 全都是 |
| 192 | This is like freezing your competition and taking a photo. | 这就像冻结你的竞争和拍照。 |
| 193 | Now you can finally see the game everyone else is playing. | 现在你终于可以看到其他人在玩的游戏。 |
| 194 | Then go down that list. | 那就下那个名单吧 |
| 195 | Ask the four questions. | 问四问. |
| 196 | What can you eliminate, reduce, raise, create? | 你能消除、减少、提高、创造什么? |
| 197 | This is how you stop being one of ten. | 这就是你不再成为十人之一的方式 |
| 198 | This is how you become the only one. | 这就是你成为唯一一个的方式 |
| 199 | Part three, premium offer. | 第三部分,溢价报价。 |
| 200 | If I offered you a brand new Ferrari for $10,000, you'd find the money today, | 如果我给你一万元新法拉利 你就会找到今天的钱 |
| 201 | even if you had to borrow it. | 即使你不得不借用它。 |
| 202 | That's exactly how your customers should feel about your offer. | 你的顾客应该这么看待你的报价 |
| 203 | You create an offer so good that people feel stupid to say no. | 你创造了一个很好的提议 人们觉得蠢到说不。 |
| 204 | Here are three steps to build such an offer. | 以下是建立这种提议的三个步骤。 |
| 205 | It's from Alex Hermosy's book, 100 Million Dollar Offers. | 出自亚历克斯·赫莫西的书"一亿元报价". |
| 206 | Number one, sell the outcome, not the product. | 第一,出售结果,而不是产品。 |
| 207 | Let's say you sell a weight loss program. | 假设你卖减肥计划 |
| 208 | Look, nobody wants a 12-week program. | 听着,没人想要12周的节目 |
| 209 | They want to look in the mirror and like what they see. | 他们想照镜子 喜欢他们看到的 |
| 210 | They want to fit back into the old jeans and take off their shirt at the beach | 他们想穿回旧牛仔裤 在海滩脱下衬衫 |
| 211 | without worrying how people might judge them. | 不用担心人们会如何评判他们 |
| 212 | That feeling is what they're paying for. | 那种感觉是他们付出的代价。 |
| 213 | So sell that. | 所以卖掉它。 |
| 214 | And one more thing here. | 还有一件事 |
| 215 | They also have to believe you can actually get them there. | 他们也得相信你真的能把他们送到那里 |
| 216 | That's what before and after photos are for, real reviews or your own proof. | 照片之前和之后都是这样 真正的评论或你自己的证明 |
| 217 | Show them the result, then prove you can deliver it. | 给他们看看结果 然后证明你能做到 |
| 218 | Number two, make it feel fast and easy. | 第二,让它感觉迅速和容易。 |
| 219 | Here's where most beginners go wrong. | 这里大多数初学者都错了 |
| 220 | They just shout bigger promises, lose 30 pounds, make six figures. | 他们只是喊更大的承诺, 损失30磅, 得出六个数字。 |
| 221 | But anyone can shout a bigger number. | 但任何人都可以喊出更大的数字。 |
| 222 | It's easy and everybody's already doing it. | 很简单,大家都在做 |
| 223 | The pros do it differently instead. | 职业选手则不同 |
| 224 | They make it faster and they make it easier. | 它们使速度更快,并且更容易. |
| 225 | Look at this. | 看看这个。 |
| 226 | The supplement industry is twice the size of the entire gym industry. | 补充工业的规模是整个体育工业的两倍. |
| 227 | Twice. | 两次 |
| 228 | Why? | 为什么? |
| 229 | Because swallowing a pill is easier and faster than dragging yourself to the gym every day. | 因为吞药比每天拖着自己去健身房容易更快. |
| 230 | Same dream, less effort. | 同一个梦想,少努力。 |
| 231 | And people happily pay more for it. | 人们也乐于为此付出更多的代价. |
| 232 | So don't just make the dream bigger, make the path to it shorter and simpler. | 所以不要只是让梦想变大,让通往它的道路变短和简单. |
| 233 | But here's the thing. | 但问题是 |
| 234 | What if your product takes time to work? | 如果你的产品需要时间工作呢? |
| 235 | For example, in a weight loss program, people won't get results overnight. | 例如,在减肥计划中,人们不会在一夜之间得到结果. |
| 236 | Here's how you fix that. | 是这样解决的 |
| 237 | Give them a more aggressive diet right at the beginning. | 一开始给他们一个更积极的饮食 |
| 238 | Something that shows results fast. | 快速显示结果的东西。 |
| 239 | Why? | 为什么? |
| 240 | Because you want them to have a big, fast, emotional win so they commit to the long term. | 因为你希望他们有一个大, 快速,情感的胜利 所以他们承诺长期。 |
| 241 | This is actually backed by science. | 这实际上得到了科学的支持。 |
| 242 | People who get a win early on are way more likely to stick around than those who don't. | 早期获得胜利的人比没有赢得胜利的人更可能坚持下去. |
| 243 | Give them that quick win in the first week and they will stay to the end. | 让他们在第一周中迅速获胜 他们就会一直坚持到底 |
| 244 | Number three, stack your offer. | 三号,收起你的价钱 |
| 245 | Don't just sell one thing. | 别只卖一件事 |
| 246 | Solve every single problem standing between your customer and that final result. | 解决你客户和最后结果之间的所有问题 |
| 247 | Back to weight loss. | 复至减重. |
| 248 | What are your customers' problems? | 你的顾客有什么问题? |
| 249 | They don't know what to buy at the store. | 他们不知道在商店买什么 |
| 250 | They don't know how to cook healthy meals. | 他们不知道如何做健康饭。 |
| 251 | They've got no time to exercise. | 他们没时间锻炼了 |
| 252 | So you solve all of it. | 所以,你解决了这一切。 |
| 253 | A grocery list with a recorded grocery video tour. | 一张杂货单 里面有一张录音的杂货录影带 |
| 254 | A video where you cook 30 recipes each 110 minutes. | 每110分钟做30份食谱 |
| 255 | A snack guide. | 点心指南. |
| 256 | A meal plan for the week. | 周食计划. |
| 257 | A recorded video of 30 workouts under 20 minutes that they can do at home. | 一张录制的20分钟内30次健身的录像,他们可以在家里做. |
| 258 | No equipment needed. | 不需要设备。 |
| 259 | All of these in videos and PDFs. | 这些都是在视频和PDF中。 |
| 260 | Then you stack the offer. | 然后,你堆叠报价。 |
| 261 | The grocery video tour and guide $299. | 杂货视频巡演及导游299元. |
| 262 | The cooking master class $399. | 厨师班399元. |
| 263 | The follow-along workout plan $499. | 后续的解决计划499. |
| 264 | That is almost $1,200 in value. | 价值将近1 200美元。 |
| 265 | And you sell the whole thing for $399. | 你以399美元的价格把整件事卖了 |
| 266 | That's an offer that's hard to say no to. | 这提议很难拒绝 |
| 267 | They'll stop comparing you to the other guy. | 他们不会再把你和另一个人比了 |
| 268 | Because they see that you can fix all the problems that they had to fit back into their old jeans. | 因为他们看到,你可以解决所有的问题 他们必须重新回到他们的旧牛仔裤。 |
| 269 | Look, there's one more thing I want to highlight. | 还有一件事我想强调一下 |
| 270 | As a beginner, you might be afraid to charge premium, but you have to do it. | 作为初学者,你可能害怕收费,但你必须这样做。 |
| 271 | Here's why. | 这是为什么。 |
| 272 | First, when you charge premium, your customer values it more. | 首先,当你收取溢价, 你的客户更重视它。 |
| 273 | There was research where people were given three glasses of wine. | 有研究认为人们被赠送三杯酒. |
| 274 | Each glass had a price on it. | 每杯都有价钱 |
| 275 | $3, $6, and $18. | 3块,6块,18块 |
| 276 | They had to drink and rate it. | 他们不得不喝和评分。 |
| 277 | Guess what happened? | 你猜怎么着? |
| 278 | They rated the most expensive one as the best. | 他们把最昂贵的评为最佳. |
| 279 | The second was the second best. | 其二为二善. |
| 280 | And the third, the cheapest, was rated as a cheap wine. | 而第三,最便宜的被评为廉价酒. |
| 281 | But here's the thing. | 但问题是 |
| 282 | They didn't know that the researchers put the same wine in those three glasses. | 他们不知道研究者把同样的酒放进这三杯. |
| 283 | The takeaway is simple. | 外卖很简单 |
| 284 | When people see expensive things, they'll think the quality is higher. | 当人们看到昂贵的东西,他们会认为质量更高. |
| 285 | Second, paying more makes people care. | 第二,多付钱让人们关心。 |
| 286 | Let's say you run a therapy program. | 假设你经营一个治疗计划 |
| 287 | For it to work, your client has to show up and push through the uncomfortable parts. | 要想成功 你的客户必须出现 冲破不舒服的部分 |
| 288 | If they paid you almost nothing the first time it gets hard, they quit. | 如果他们第一次给你钱几乎一文不值 他们就辞职了 |
| 289 | But when someone pays good money, they're invested. | 但是,当有人支付好钱,他们被投资。 |
| 290 | They do the work and they get the results. | 他们做的工作和结果。 |
| 291 | So don't be scared of the high price. | 所以不要害怕 高价。 |
| 292 | Charge what it's worth. | 充其数也. |
| 293 | Alright, now you have a good offer with a premium price. | 好吧,现在你有一个很好的报价 与溢价。 |
| 294 | But nobody knows you exist. | 但没人知道你的存在 |
| 295 | We'll solve that in part four, marketing. | 我们会在第四部分,营销中解决这个问题。 |
| 296 | When I first started on YouTube, I was getting maybe 10, 20, sometimes 50 views a day. | 当我第一次在YouTube上开始的时候, 我得到的可能是10,20, 有时50个观点一天。 |
| 297 | I knew the videos were good, but views stayed low for a long time. | 我知道录影带不错,但长期看低。 |
| 298 | So I figured my problem was marketing. | 所以我想,我的问题是营销。 |
| 299 | To improve this, I started to share links to my videos everywhere. | 我开始分享我所有视频的链接。 |
| 300 | 我把它发布在Facebook团体,链接In。 | |
| 301 | I used Facebook ads and YouTube ads, but nothing worked. | 我用了Facebook的广告和YouTube的广告,但没有任何效果. |
| 302 | Then one day I sat down and looked at my analytics, | 然后有一天我坐下来 看我的分析 |
| 303 | and I saw something that made me feel like an idiot. | 我看见一些让我觉得像白痴的东西 |
| 304 | Almost all my views, like 90%, were coming from people who just found me on YouTube itself. | 我几乎所有的观点,如90%, 都来自刚刚在YouTube上找到我的人。 |
| 305 | And there I was, spending 90% of my time begging people on Facebook and LinkedIn to click my links. | 我花了90%的时间在Facebook和LinkedIn上 求人点击我的链接。 |
| 306 | So I killed everything and put 100% of my focus into just understanding what works on YouTube. | 所以我把一切都杀了, 将我百分之百的注意力放在 了解什么在YouTube上有效。 |
| 307 | And that was when things changed. | 那时情况发生了变化。 |
| 308 | Look, most small business owners make this exact same mistake. | 听着,大多数小企业主都犯了同样的错误 |
| 309 | They spend their limited time and money on five platforms at once. | 他们一次将有限的时间和金钱花在五个平台上. |
| 310 | A few weeks ago, a guy came to me for a one-on-one consultation. | 几周前,有个家伙来我这里进行一对一的咨询. |
| 311 | He says, hey, we want to launch a YouTube channel. | 他说,嘿,我们要启动一个YouTube频道。 |
| 312 | You seem to understand the platform. | 你似乎理解这个平台。 |
| 313 | Can you help us? | 你能帮我们吗? |
| 314 | But as we talked, it comes out that most of his clients are already on LinkedIn, | 但当我们谈话时 他的客户大多已经在LinkedIn了 |
| 315 | and he's actually doing pretty well there. | 他确实表现得很好 |
| 316 | He just feels like he has to be on YouTube too. | 他觉得他也必须在YouTube上 |
| 317 | Think about how crazy that is. | 想想这有多疯狂 |
| 318 | Instead of doubling down on the one thing that is actually working, | 而不是在实际工作上翻番 |
| 319 | he wants to start from zero on a platform he knows nothing about. | 他想从零开始 从一个他一无所知的平台开始 |
| 320 | 当然,我给他的建议是 忘记YouTube,只关注LinkedIn。 | |
| 321 | So in your business, stop trying to juggle five platforms at once. | 所以,在你的生意中,停止尝试 拼凑五个平台一次。 |
| 322 | Pick one, just one channel. | 选一个,只有一个频道。 |
| 323 | Find the place that works and dominate that platform. | 找到那个平台运作和支配的地方 |
| 324 | All right, you've picked your one platform. | 好了,你选了一个平台 |
| 325 | That was the easy part. | 这是容易的部分。 |
| 326 | Now the hard part is, who do you actually sell to? | 难的是,你到底卖给谁? |
| 327 | And here's the catch, picking one customer group means dropping everyone else. | 选择一个客户组就意味着放弃其他人 |
| 328 | I know firing your customers sounds insane, | 我知道解雇你的顾客听起来很疯狂 |
| 329 | but give me a second and you'll see why it's the smartest move you can make. | 但给我一秒钟,你会明白为什么 这是你能做的最聪明的举动。 |
| 330 | Imagine it's your wedding day and you need a photographer. | 想象一下今天是你的婚礼,你需要一个摄影师。 |
| 331 | Are you going to hire the guy who shoots every event? | 你要雇一个拍每场戏的人吗? |
| 332 | Or the pro who specializes in wedding photography? | 还是专攻婚礼摄影的专业人员? |
| 333 | Of course you'll choose the wedding photographer, | 当然你会选婚礼摄影师 |
| 334 | because they understand your needs better | 因为他们更了解你的需要 |
| 335 | and they know exactly when to capture the perfect shot. | 他们知道什么时候能捕捉到完美的镜头 |
| 336 | So why do we try to sell to everyone? | 那么我们为什么要卖给大家? |
| 337 | When you try to please everyone, you become the safe option nobody's excited about. | 当你试图取悦每个人, 你成为安全的选择 没有人会兴奋。 |
| 338 | Here's how you fix it. | 这是你如何修复它。 |
| 339 | Stop chasing every customer. | 别再追每个顾客了 |
| 340 | Find one group who are perfect for you. | 找个适合你的人 |
| 341 | Let me show you a simple way to find it. | 让我告诉你一个简单的方法 找到它。 |
| 342 | Take every type of customer you serve right now and take a look at these three questions. | 带上你现在服务的每一种顾客 看看这三个问题 |
| 343 | Score each one from one to ten. | 从一分到十分 |
| 344 | First question, do you actually enjoy working with these people? | 第一个问题,你真的喜欢和这些人合作吗? |
| 345 | Life's too short to spend it with clients you can't stand. | 生活太短了,无法和无法忍受的客户一起度过. |
| 346 | Second, do they have a bleeding neck problem? | 第二,他们脖子有出血问题吗? |
| 347 | Meaning are they in so much pain they need what you sell right now? | 意思是他们很痛苦 他们需要你现在卖的东西? |
| 348 | And finally, the third question, | 最后,第三个问题, |
| 349 | do they actually have money? | 他们真的有钱吗? |
| 350 | Can they afford your prices without thinking twice? | 他们付得起你的价钱吗? |
| 351 | Don't spend time negotiating with people who can't afford to pay you. | 别花时间跟付不起钱的人谈判 |
| 352 | Then add up the score for these three questions. | 然后将这三个题的分数加起来. |
| 353 | Whichever group gets the highest score wins. | 哪个团体得分最高的获胜. |
| 354 | Drop the rest and give that winning group 100% of your focus. | 放下其余的 给那组赢家100%的注意力 |
| 355 | Now that you have your winning group, | 现在你有你的获胜团体, |
| 356 | you need to study them until it gets a little creepy. | 你需要研究它们 直到它变得有点恐怖。 |
| 357 | You need to understand their fears, their goals, and their late night worries better than they do. | 你需要理解他们的恐惧,他们的目标, 和他们的深夜担心比他们做的更好。 |
| 358 | When I started to take YouTube more seriously, | 当我开始认真对待YouTube时 |
| 359 | I sat down and created a full profile of my ideal viewer. | 我坐下来创造了我的理想观众的完整形象. |
| 360 | Their biggest fears, motivation, goals, and all that. | 他们最大的恐惧、动机、目标等等。 |
| 361 | I finished the document and sent it to one of my teammates who was also a viewer of my channel. | 我完成了文件,并把它发给我的一位队友,他也是我频道的观众. |
| 362 | Then I asked him, | 然后我问他 |
| 363 | Hey, is this you? | 嘿,这是你吗? |
| 364 | A few minutes later he replied, | 几分钟后他回答说 |
| 365 | This is creepy. | 这太恐怖了 |
| 366 | Where did you get this info? | 你从哪里得到这个信息? |
| 367 | That is exactly the level you need to reach. | 这正是你需要达到的水平。 |
| 368 | You should be able to describe their problems, their pain, their secret wants. | 你应该能够描述他们的问题,他们的痛苦,他们的秘密愿望. |
| 369 | To the extent they start asking, | 他们开始问, |
| 370 | How did you know? | 你怎么会知道? |
| 371 | So to recap, pick one platform and dominate it. | 所以来回顾一下,选择一个平台并主导它. |
| 372 | Sell to one type of customer. | 卖给一种类型的客户。 |
| 373 | Someone you like, who badly needs you, and who can actually pay you well. | 你喜欢的人, 谁非常需要你, 谁可以真正支付你很好。 |
| 374 | Then study them until it gets creepy. | 然后研究它们直到它变得令人毛骨悚然。 |
| 375 | Part five, sales. | 第五编 销售. |
| 376 | You know, there was a time when I got hired from almost every interview I went to. | 你知道,有一段时间,我 被雇用 从几乎每一个面试 我去了。 |
| 377 | And look, I'm not bragging. | 你看,我没有吹牛。 |
| 378 | I definitely wasn't the smartest person in the room. | 我绝对不是房间里最聪明的人 |
| 379 | My resume wasn't anything special. | 我的履历没什么特别的 |
| 380 | But I was doing one thing that nobody else did. | 但我做了一件别人没做过的事 |
| 381 | Before every interview, I did my homework. | 每次面试前,我都做了功课 |
| 382 | Not on myself, but on them. | 不是针对我自己 而是针对他们 |
| 383 | I researched about the company. | 我调查了公司 |
| 384 | I'd talked to a few people who already worked in the department I was applying to. | 我和几个在我申请的部门工作的人谈过了 |
| 385 | And I was looking for one specific thing. | 我在找一个具体的东西。 |
| 386 | What's broken in this job? | 这份工作有什么坏了? |
| 387 | The one that keeps the manager awake at night. | 那个让经理晚上保持清醒的 |
| 388 | Then I would write down three to five of those problems | 然后写下其中三到五个问题 |
| 389 | and describe in detail how I would fix them if I got the job. | 并详细描述如果我得到这份工作 我会如何修复他们。 |
| 390 | At the end of the first interview, I just handed that paper over. | 第一次面试结束时,我刚把论文交给你 |
| 391 | I asked them to pass it to the hiring manager | 我叫他们交给雇工经理 |
| 392 | if they consider me for the next round of interviews. | 如果他们考虑我 下一轮的采访。 |
| 393 | And almost every time I did that, I got the job. | 几乎每次我这样做, 我得到了这份工作。 |
| 394 | See, every other guy was selling their college degree. | 你看,每个男人 卖他们的大学学位。 |
| 395 | I was selling the cure to their pain. | 我在卖治愈他们痛苦的药 |
| 396 | Think about it like this. | 考虑一下吧 |
| 397 | When you're sick, you don't ask the doctor where they went to school. | 病时不问大夫何处读书. |
| 398 | You just want to make sure the doctor knows about the problem | 你只是想确保医生知道问题所在 |
| 399 | and knows how to make it stop. | 并知道如何让它停止。 |
| 400 | That is what you have to be for your customer. | 这就是你必须成为你的客户。 |
| 401 | A doctor, not a salesman. | 医生,不是推销员 |
| 402 | And honestly, this is the best sales secret I've ever learned. | 老实说 这是我学到的最好的销售秘密 |
| 403 | You're just solving a problem. | 你在解决问题 |
| 404 | The second they believe you can fix it, the sale happens. | 一旦他们相信你可以修好它, 销售就会发生。 |
| 405 | Look, I know why people get scared of selling. | 我知道为什么人们害怕卖掉 |
| 406 | You think it takes years of experience, a long track record, | 你认为这需要多年的经验, 一个漫长的记录, |
| 407 | 10 years in the game, but it doesn't. | 十年的比赛,但是没有. |
| 408 | Just remember this rule. | 记住这个规则 |
| 409 | If you can explain a person's problem better than they can explain it themselves, | 如果你能解释一个人的问题 比他们能解释自己, |
| 410 | they will automatically believe you have the solution. | 他们会自动相信你有办法 |
| 411 | People don't buy because your pitch is perfect. | 人们不买,因为你的投手是完美的。 |
| 412 | They buy the second they hear their own problem come out of your mouth. | 他们一听到自己的问题就买下你 |
| 413 | Said clearer than they ever could themselves. | 说得比他们自己更清楚 |
| 414 | But wait, just naming the pain itself is not enough. | 但是,等等,只是命名痛苦本身是不够的。 |
| 415 | You have to prove that you can fix it. | 须证能修. |
| 416 | So the next time you email a potential client, | 下次你发电子邮件给潜在客户时 |
| 417 | do not just tell them what is wrong. | 不要只是告诉他们什么是错的。 |
| 418 | Show them you can solve it. | 让他们看看你能解决的 |
| 419 | Don't just write, your video thumbnails are bad. | 别只是写,你的视频缩略图不好。 |
| 420 | I can fix them. | 我可以解决他们。 |
| 421 | Everyone writes that exact same email. | 每个人都写同样的邮件。 |
| 422 | Instead, fix one. | 而不是修一个 |
| 423 | Take their best video, redesign the thumbnail yourself, | 收录他们最好的视频 自己重新设计缩略图 |
| 424 | attach it to the email and say, | 把它附在电子邮件上 然后说 |
| 425 | I made you a better version of this. | 我给你做了一个更好的版本。 |
| 426 | It's totally free. | 它完全免费。 |
| 427 | Test it out. | 试出. |
| 428 | If it beats your old one, let's talk. | 如果它比你的老,让我们谈谈。 |
| 429 | But here's the catch. | 但这里的捕捉。 |
| 430 | This only works if your fix is actually good. | 这只有在你的修补得当时才有效 |
| 431 | I get hundreds of emails like this. | 我收到几百封这样的邮件 |
| 432 | I open the file and in two seconds I can see they just threw it into an AI generator | 我打开文件,两秒钟后我就能看见他们把它扔进人工智能发电机里 |
| 433 | and sent me whatever garbage came out. | 把垃圾都寄给我 |
| 434 | They named the problem, but they faked the solution. | 他们把问题命名了,但他们伪造了解决方案. |
| 435 | And because of that, they lost the sale. | 由于这个原因,他们失去了销售. |
| 436 | Now, what if you are selling a high ticket service | 现在,如果你卖高票服务 |
| 437 | where you cannot just do the whole job for free? | 你就不能免费做整个工作吗? |
| 438 | Simple. | 简单 |
| 439 | You don't give them the whole solution. | 你没有给他们 整个解决方案。 |
| 440 | You give them a free taste of it. | 你给他们一个免费的味道。 |
| 441 | If you are a high-priced consultant, don't fix their whole strategy. | 如果你是一个高价的顾问, 不要修正他们的整个策略。 |
| 442 | Record a five-minute video looking at one specific problem in their business | 录制5分钟的录像,看他们业务中的一个具体问题 |
| 443 | and show them exactly how to solve it. | 让他们知道怎么解决 |
| 444 | So remember two things in sales. | 所以记住销售中的两件事。 |
| 445 | One, understand their problem. | 一,了解他们的问题. |
| 446 | Two, show that you can fix it. | 二,显能修行. |
| 447 | Part six, profit first. | 第六编 利润第一. |
| 448 | Most entrepreneurs run their business using this formula. | 大多数企业家使用这一公式经营企业。 |
| 449 | Revenue minus expenses equal profit. | 收入减去支出后,利润相等。 |
| 450 | You built your business because you wanted better pay. | 你建你的生意是因为你想要更好的报酬 |
| 451 | But with this formula, when you get your revenue, | 但有了这个公式, 当你得到你的收入, |
| 452 | you pay all your bills first and you take whatever's left as your profit. | 你先付账单,然后把剩下的钱当作利润 |
| 453 | The problem is there is almost never anything left. | 问题是,几乎永远没有留下任何东西。 |
| 454 | So in the book Profit First, the author says you have to flip this equation. | 因此,在"利润第一"一书中,作者说,你必须翻转这个方程式. |
| 455 | Revenue minus profit equals expenses. | 收入减去利润等于支出。 |
| 456 | When money comes in, you take your profit first, | 钱一来,你先拿你的利润 |
| 457 | run the business on what's left. | 经营剩下的生意 |
| 458 | Sounds simple, right? | 听起来很简单,对不对? |
| 459 | But doing it is not that simple | 但这样做不是那么简单 |
| 460 | because making money and keeping it are two different games. | 因为赚钱和保持它 是两场不同的游戏。 |
| 461 | Some people are great at making money but terrible at keeping it. | 有些人很擅长赚钱,但很难留住 |
| 462 | They can't keep it because they put everything in one account. | 他们不能保存它,因为他们把所有东西都放在一个账户里. |
| 463 | Psychologically, as humans, we spend whatever we see. | 在心理上,作为人类,我们花费我们所看到的一切。 |
| 464 | Ten grand sitting there, you'll spend all ten. | 一万块坐在那里,你会花一万块。 |
| 465 | So to keep more, split it up into four accounts. | 所以为了保持更多,把它分成四个帐户. |
| 466 | Account number one is for profit. | 账号一是为了盈利 |
| 467 | This is the most important one. | 这是最重要的。 |
| 468 | The moment money comes in, take your profit first. | 钱一到,就先拿你的利润 |
| 469 | Put it into this account. | 把它放进这个账户里 |
| 470 | Every quarter withdraw that money. | 每个季度都收回那笔钱 |
| 471 | But don't take all of it. | 但别全拿了 |
| 472 | Leave half. | 离开一半。 |
| 473 | That'll become your rainy day fund. | 那将成为你的雨天基金 |
| 474 | So the profit account does two jobs. | 所以利润账户有两个工作 |
| 475 | It's your reward and your cushion. | 这是你的奖励和垫子。 |
| 476 | When you take that money, it's for you. | 你拿钱的时候,是给你的 |
| 477 | Expensive dinner, a vacation, that thing you've been eyeing. | 豪华的晚餐,度假,你一直在看的东西。 |
| 478 | Write in advance what you want to do with it. | 事先写下你要做什么 |
| 479 | Post it somewhere you can see it. | 把它张贴在你能看见的地方。 |
| 480 | Why? | 为什么? |
| 481 | Because when the quarter rolls around and the money's sitting there, | 因为当四分钱滚转 和钱坐在那里, |
| 482 | you think you need to be more responsible. | 你觉得你需要更负责。 |
| 483 | So you put it back into the business, covering some bills. | 所以,你把它放回业务, 覆盖一些账单。 |
| 484 | If you do that, you've taught yourself that profit is fake. | 如果你这样做, 你教自己,利润是假的。 |
| 485 | The whole point of profit is that you feel like the business is finally paying you back. | 整个利润的要点是,你觉得生意终于还清了. |
| 486 | Account number two, owner's pay. | 第二号账户,老板的薪水。 |
| 487 | By the way, owner's pay and profit are two different accounts. | 另外,所有者的工资和利润是两个不同的账户. |
| 488 | Owner's pay is your salary for the work you do. | 房东的工资是你们工作的工资 |
| 489 | You run the shop, you do the job. | 你经营商店,你做工作。 |
| 490 | So you need a salary just like how you'd pay anyone you hired. | 所以,你需要薪水 就像你如何支付任何你雇用的人。 |
| 491 | Profit is separate. | 利生分别. |
| 492 | That's your reward for taking the risk to build the business. | 这就是你拿风险来建立企业的回报 |
| 493 | Most people never separate the two. | 大多数人从来不分开两者。 |
| 494 | You should keep them apart so you get a fair wage for the work | 你应该把他们分开 这样你就能得到合理的工作报酬 |
| 495 | and you get profit for the ownership. | 你得到利润为所有权。 |
| 496 | Account number three, tax. | 第三号帐户,税。 |
| 497 | This is the money set aside for the government. | 这是留给政府的钱 |
| 498 | You keep it separate from the beginning so that when tax time comes, | 你从一开始就把它分开 所以当纳税时间到来时 |
| 499 | you don't have to stress out to find the money. | 你不必紧张 找到钱。 |
| 500 | Account number four, expenses. | 帐号4,支出。 |
| 501 | Whatever's left after the first three, that's what you've got to run the business. | 凡前三后所遗,皆得经营. |
| 502 | Salaries, rent, software subscriptions, all that. | 薪水、房租、软件订阅费等等 |
| 503 | And if there's not enough, that's not a reason to steal from the other three accounts. | 如果不够的话,那也不是从其他三个账户偷东西的理由. |
| 504 | You have to lower your expenses. | 你必须降低费用。 |
| 505 | Now, here's a question. | 现在有个问题 |
| 506 | How much goes into each account? | 每个账户要多少钱? |
| 507 | There's no fixed amount. | 无定量. |
| 508 | If you're running a one-person business, start with 5% for profit, | 如果你经营一个人的生意 从5%开始赚钱 |
| 509 | pay yourself 50%, save 15% for tax, run the business on the other 30%. | 自己付50%,省15%的税,经营其他30%的业务。 |
| 510 | But don't worry about the number. | 但别担心号码 |
| 511 | For profit, you can even start with 1% and build up from there. | 为了盈利,你甚至可以从1%开始,然后从那里积累起来. |
| 512 | Once your business grows, the number shifts. | 一旦你的生意增长,数字就会转移。 |
| 513 | You take smaller pay, but bigger profit. | 你拿的工资少,但利润大。 |
| 514 | Anyway, once the business is growing and you've got some extra for expenses, | 总而言之,一旦生意发展起来... ...你还有额外开支 |
| 515 | that's when you start hiring. | 这就是你开始雇用。 |
| 516 | The question is, who do you hire first? | 问题是,你先请谁? |
| 517 | That I'll explain in part seven, buy back your time. | 我将在第七部分解释, 买回你的时间。 |
| 518 | You start your own business because you want more freedom. | 你开业是因为你想要更多的自由 |
| 519 | You refused to work 40 hours a week for a boss. | 你拒绝每周40小时为老板工作 |
| 520 | But then you're working 80 hours a week for yourself and you're completely exhausted. | 但是,然后你每周工作80小时 自己,你完全累坏了。 |
| 521 | Why? | 为什么? |
| 522 | Because when the money is finally coming in, you think it's time to grow. | 因为当钱终于来的时候,你认为是时候增长了。 |
| 523 | So you'll hire more people without knowing exactly who to hire first. | 所以,你会雇用更多的人 不确切知道谁先雇用。 |
| 524 | At the end, you will find yourself working on the low-impact task | 最后你会发现自己在做低影响的工作 |
| 525 | or a high-impact task that someone else can do better than you. | 或者是别人能做得比你更好的高影响任务 |
| 526 | That is why in the early days, you should never hire to grow your business. | 这就是为什么在早期,你不应该 雇佣你的生意。 |
| 527 | You should hire to buy back your time. | 你该雇人回你的时间 |
| 528 | You hire to free yourself first. | 你雇人来先解放你自己 |
| 529 | You get your own hours back. | 你有自己的时间回来。 |
| 530 | And only then you think about getting bigger. | 只有那样你才会想变大 |
| 531 | Let me explain. | 让我解释一下 |
| 532 | Imagine owning a bakery. | 想象一下拥有一家面包店。 |
| 533 | And you really love baking. | 你真的喜欢烘焙 |
| 534 | Then your business keeps growing. | 然后,你的生意继续增长。 |
| 535 | You can't handle it alone anymore. | 你不能再一个人去应付了 |
| 536 | So you hire a couple of college kids who love baking. | 所以你雇了几个喜欢烘焙的大学生 |
| 537 | And then the business keeps growing even more. | 然后生意就越来越发展 |
| 538 | While those college kids are baking, you're able to do the ordering, | 当那些大学生在烘烤, 你可以做订单, |
| 539 | run to the store to pick up supplies, and throw up some pictures on social media. | 跑到店里取货 然后在社交媒体上扔些照片 |
| 540 | Eventually, you're not baking at all. | 最终,你根本不是烘焙。 |
| 541 | You have become the administrator of your business. | 您已成为您的企业的管理者 。 |
| 542 | And when you think about going to work on Monday, you're already dreading it. | 当你想到周一上班的时候 你已经害怕了 |
| 543 | Why? | 为什么? |
| 544 | Because you're doing everything except what you love about your business, which is baking. | 因为你在做除了你喜欢的生意之外的一切 就是烘焙 |
| 545 | So how do you fix this? | 那么,你如何解决这个问题? |
| 546 | Look, the hiring was not the problem. | 你看,雇用不是问题。 |
| 547 | The problem was you hired in the wrong order. | 问题是你被错误地雇用了 |
| 548 | Let me show you the right order. | 让我告诉你正确的顺序。 |
| 549 | And this advice comes from the book, Buy Back Your Time, by Dan Martell. | 而这个建议来自"买回你的时代"一书,作者是丹·马特尔. |
| 550 | Number one, administration. | 第一,行政管理。 |
| 551 | These are the tasks that bring little money, drain you, | 这些任务带来少钱,耗尽你 |
| 552 | but still important. | 但仍很重要 |
| 553 | Think of administrative work like billing, invoicing. | 想想像开账单,开发票这样的行政工作. |
| 554 | Hire someone who truly enjoys it. | 雇一个真正喜欢的人 |
| 555 | So you can free up your energy to do the one thing that actually makes money. | 这样你就可以腾出精力来做 真正赚钱的一件事。 |
| 556 | Number two, delivery. | 二号,快递 |
| 557 | This is the core of your business. | 这是你工作的核心 |
| 558 | You enjoy it the most, and it's the one that brings the real money. | 你最享受它, 它是一个带来真正的钱。 |
| 559 | In a bakery, it's the baking. | 在面包店里,这是烘焙。 |
| 560 | For a video editing agency, it's the video editing. | 对于一个视频编辑机构来说,是视频编辑. |
| 561 | It's emotionally hard to outsource this because you're good at it. | 这很难外包 因为你很擅长 |
| 562 | But if you want to free up your time, you eventually have to pass it on. | 但是,如果你想腾出时间,最终必须传递. |
| 563 | Look, if it's too hard to let go at the moment, use the 10, 80, 10 rule. | 看,如果现在太难放手的话,用十,八十,十的规矩. |
| 564 | You do the initial 10%. | 你做最初的10%。 |
| 565 | Then someone else does the 80%. | 然后别人做80%。 |
| 566 | Then you sail back in and finalize the last 10%. | 然后,你飞回来 并敲定最后10%。 |
| 567 | 80% done by someone else is 100% awesome. | 由别人完成的80%是100%的真棒。 |
| 568 | Number three, marketing. | 第三,市场营销。 |
| 569 | When you get busy with your main thing, like baking in a bakery, | 当你忙着做主的时候 就像在面包店烘焙 |
| 570 | it's also hard to focus on marketing at the same time. | 同时也很难专注于营销. |
| 571 | You need to hand this off to someone else so that new customers keep coming. | 你得把这个交给别人 这样新顾客才能继续来 |
| 572 | Number four, sales. | 第四,销售. |
| 573 | You're the best person at selling your own stuff. | 你是最好的人 卖自己的东西。 |
| 574 | So this is the one that's hard to let go. | 故此难释. |
| 575 | Keep closing while everything else gets handed off. | 继续收工,其他东西都交了 |
| 576 | And when you're ready, train someone to close like you and let it go too. | 等你准备好,训练一个像你一样的关上门的人,也让它过去. |
| 577 | Number five, leadership. | 第五,领导. |
| 578 | If you decide to grow your business even further, this is the last step. | 如果你决定进一步发展你的生意,这是最后一步. |
| 579 | You hire leaders to manage the marketing team, the sales team, | 你聘请领导管理营销团队,销售团队, |
| 580 | and any other team that you have. | 还有你拥有的任何其他团队 |
| 581 | If it's a restaurant, you might have several chefs. | 如果是餐厅,你可能有几个厨师 |
| 582 | So you hire one head chef to lead them. | 你雇了一位主厨来领导他们 |
| 583 | When you reach this level, other great people are running your business. | 当你达到这个水平, 其他伟大的人 经营你的生意。 |
| 584 | And it makes money without you having to be there every single day. | 它赚钱,而你不必每天在那里。 |
| 585 | Now, here's the big question. | 这是大问题 |
| 586 | How do you make sure all these people you just hired can do the job as good as you? | 你怎么保证你刚雇的这些人 能像你一样做好工作? |
| 587 | If you want them to execute without dropping the ball and ruining your reputation, | 如果你想让他们在不丢球 和破坏你的名誉的情况下执行 |
| 588 | you have to build a system. | 你必须建立一个系统。 |
| 589 | That I will explain in part eight, system. | 我将在第八部分解释制度。 |
| 590 | The biggest mistake small business owners make is falling in love with what they sell. | 小企业主最大的错误是爱上了他们卖的东西。 |
| 591 | Your true product is not the coffee you brew or the videos you edit. | 你真正的产品不是咖啡 或编辑的视频。 |
| 592 | Your product is your business system. | 你的产品是你的业务系统。 |
| 593 | Let me repeat that because that's the secret to true freedom. | 让我重复一遍,因为这是真正自由的秘密。 |
| 594 | You are not just selling a product. | 你不只是卖产品 |
| 595 | You are building a machine that delivers it. | 你正在造一台送货机 |
| 596 | To do that, you have to shift from working in your business to working on it. | 要做到这一点,你必须从在你的企业工作转向工作。 |
| 597 | So step back, look at your business from above, and ask, | 所以退后,从上面看你的生意,问, |
| 598 | how can I get this machine to run without me being there all the time? | 我怎么能让这台机器运行 没有我一直在那里? |
| 599 | Pretend that you're going to franchise your business. | 假装你要去 特许你的生意。 |
| 600 | Pretend your business is a model that you will copy and create 5,000 more businesses like it. | 假装你的生意是一个模式 你会复制和创造5000多 这样的企业。 |
| 601 | Not almost like it, but just like it. | 不喜欢,只是喜欢它。 |
| 602 | Perfect clones. | 完美的克隆人。 |
| 603 | Think of McDonald's. | 想想麦当劳 |
| 604 | When you order a burger at McDonald's, either in your city or when you're traveling somewhere, | 当你在麦当劳订汉堡时 不管是在你的城市里 还是在旅行的地方 |
| 605 | you will still get the same taste. | 你还是会得到同样的品味。 |
| 606 | Any 18-year-old kid who doesn't even know how to cook can work there, | 任何18岁的孩子 谁甚至不知道如何烹饪可以在那里工作, |
| 607 | and you still get the same burger. | 你仍然得到同样的汉堡。 |
| 608 | So how on earth can they make the same burger as every other McDonald's worker on the planet? | 那么他们怎么能像地球上所有麦当劳的工人一样 做同样的汉堡呢? |
| 609 | Because nobody is relying on those kids. | 因为没有人依赖那些孩子 |
| 610 | They're relying on the system. | 他们依赖这个系统 |
| 611 | Every step is written down. | 每一步写下. |
| 612 | The patties are the same size and shape. | 花帕的大小和形状都是一样的. |
| 613 | The pickles go in the same pattern, so they don't slide off. | 泡菜以同样的模式走,所以不会滑走. |
| 614 | None of that lives in somebody's head. | 没有一个活在别人的脑海里。 |
| 615 | It all lives in a system, and the employees just follow it. | 它都生活在一个系统中, 员工只是遵循它。 |
| 616 | That's the whole secret to a business that runs without you. | 这就是没有你的生意的秘密 |
| 617 | And here's why this matters. | 所以这才重要 |
| 618 | If your business success depends on hiring experts, it'll be hard for you to succeed. | 如果你的企业成功取决于聘请专家,那么你将很难成功. |
| 619 | Experts are hard to find and expensive. | 专家难以找到,费用昂贵。 |
| 620 | But when you build the right system, someone with the right background can do it. | 但是,当你建立正确的系统时,有正确背景的人可以做到这一点. |
| 621 | For example, if you need an accountant, you don't need the best accountant in town. | 例如,如果你需要会计,你不需要城里最好的会计. |
| 622 | A less experienced one can do just fine. | 一个经验不足的人可以做得很好。 |
| 623 | Now, to build that system, you have to document everything that you do. | 现在,要建立这个系统, 你必须记录你所做的一切。 |
| 624 | Let me show you step by step. | 让我告诉你一步一步。 |
| 625 | Step one, record yourself doing the task. | 第一步,记录自己完成任务。 |
| 626 | For me, I like to use Loom since it captures both the screen and my face. | 对我来说,我喜欢使用Loom,因为它既捕捉屏幕,也捕捉我的脸。 |
| 627 | If your business has nothing to do with laptops, for example, you own a coffee shop, | 如果你的生意跟笔记本电脑无关 比如说 你拥有一家咖啡店 |
| 628 | you can have someone take a smartphone, record you on how to make the coffee, | 你可以找人拿个智能手机, 记录你如何煮咖啡, |
| 629 | so that next time your staff can make the coffee exactly like you do. | 让你的员工下次能像你们一样煮咖啡 |
| 630 | Explain what you're doing and why you did what you did. | 解释你在做什么和为什么你做了什么。 |
| 631 | It will help your staff to understand you better. | 这会帮助你的员工 更了解你。 |
| 632 | You might be doing this for so long that most of the things come to you, | 你可能要这么做这么久 以至于大部分事情都来找你 |
| 633 | just like that. | 就这样 |
| 634 | So easy. | 这么容易。 |
| 635 | So you need to put yourself in a beginner's shoes and explain | 所以,你需要把自己 在初学者的鞋子和解释 |
| 636 | everything in detail while you do the task. | 在你完成任务时,所有细节都详细。 |
| 637 | Step two, turn it into a document. | 第二步,变成文件. |
| 638 | Once you have your recording, get it transcribed. | 一旦你拿到你的录音, 得到它转写。 |
| 639 | Take your video to AI and use this prompt. | 把你的视频带到AI 并使用这个提示。 |
| 640 | Can you convert this transcript and draft a step-by-step process for me? | 你能把笔录转换成笔录 然后为我起草一个逐步的过程吗? |
| 641 | That's it. | 就这样 |
| 642 | AI will create your first draft documentation in 60 seconds, not hours. | AI将在60秒内,而不是小时内创建你的第一稿文件. |
| 643 | Don't worry about making it perfect or fixing what's broken. | 不要担心让它完美或修复破碎的东西。 |
| 644 | Just document what's already working. | 记录一下已经起作用的东西 |
| 645 | We'll learn how to fix it in step four. | 于第四步中修习修行. |
| 646 | Step three, create a checklist. | 第三步,创建一个核对表。 |
| 647 | A checklist is the high-level items that must be completed every time. | 核对表是每次必须完成的高级别项目。 |
| 648 | The checklist is the what. | 核对表是什么。 |
| 649 | The first document that you created just now is the how. | 你刚才创造的第一份文件是怎样编写的。 |
| 650 | So pull out the important stuff into a short checklist. | 所以把重要的东西放入一个简短的清单中。 |
| 651 | 须do品. | |
| 652 | The things that have to happen every single time. | 每次都要发生的事情 |
| 653 | For a coffee shop, opening up might look like this. | 对于一个咖啡店, 打开可能是这样的。 |
| 654 | Turn on the espresso machine. | 打开咖啡机 |
| 655 | Start the coffee pot. | 开始喝咖啡吧 |
| 656 | Write the special on the board. | 特写板上. |
| 657 | Notice these steps are not too detailed. | 注意到这些步骤不够详细。 |
| 658 | They simply capture the high-level steps involved. | 它们只是抓住了所涉及的高级别步骤。 |
| 659 | Step four, test your system. | 第四步,测试你的系统。 |
| 660 | When you're about to do a task you've documented, | 当你要完成你记录的任务时 |
| 661 | open up that system and follow it step by step, | 打开这个系统 一步一步地跟着它 |
| 662 | even if you think you remember how to do it. | 即使你认为你记得怎么做 |
| 663 | This feels awkward at first, | 一开始感觉很尴尬 |
| 664 | but it's how you catch mistakes and improve the process. | 但这是你如何抓住错误 改进过程。 |
| 665 | Then give it to someone and let them do the task without your help. | 那就交给某人 让他们在没有你帮助的情况下完成任务 |
| 666 | Wherever they get stuck, don't just yell, | 无论他们被卡住, 不要只是喊, |
| 667 | why can't they get it right? | 为什么他们不能得到它的权利? |
| 668 | But ask, how do I fix the system so this never happens again? | 但是,问,我如何修复系统 这样就不会再发生? |
| 669 | Maybe you skipped a step. | 也许你跳了一步 |
| 670 | Maybe something that's obvious to you never made it onto the page. | 也许在你眼里很明显的东西 从来没有登上过这页 |
| 671 | Maybe the explanation is too complicated. | 也许解释太复杂了 |
| 672 | So make sure you make it easier, not harder. | 所以,确保你让它更容易,而不是更难。 |
| 673 | If a system feels like extra work, it needs to be simplified. | 如果一个系统感觉像额外工作,就需要简化. |
| 674 | All right, let's do a quick recap of everything we've covered in this video. | 好吧,让我们做一个快速的回顾 我们所覆盖的一切 在这个视频。 |
| 675 | Number one, idea validation. | 第一,思想论证. |
| 676 | Get three customers who pay you straight away in two days. | 三天之内就给你钱的客户 |
| 677 | Don't create a logo or a website yet. | 暂时不要创建标志或网站. |
| 678 | Number two, positioning. | 二号,定位 |
| 679 | Don't enter a price war. | 不入价战. |
| 680 | Use eliminate, reduce, raise, and create to build your own space in the market. | 使用消除,减少,提高,创造在市场建设自己的空间. |
| 681 | Number three, premium offer. | 第三,溢价报价。 |
| 682 | Create a premium offer so good that people would feel stupid to say no. | 创造出高价的价钱 让人觉得蠢到说不 |
| 683 | Do these three things. | 作此三业. |
| 684 | Sell the outcome, not the product. | 卖结果,不是产品。 |
| 685 | Make it feel fast and easy and stack your offer. | 让它感觉迅速和容易 并堆叠你的报价。 |
| 686 | Number four, marketing. | 第四,市场营销. |
| 687 | Pick one platform and dominate it. | 选择一个平台并支配它。 |
| 688 | Sell to one type of customer and study them until it gets creepy to the extent that they'll ask, | 卖给一类顾客 研究他们 直到他们觉得很恐怖 |
| 689 | how did you know? | 你怎么会知道? |
| 690 | Number five, sales. | 第五,销售. |
| 691 | In sales, you're selling the cure to your customer's pain. | 在销售中,你卖 治愈你的客户的痛苦。 |
| 692 | See yourself as a doctor, not a salesman. | 视自己为医生,而非推销员. |
| 693 | Number six, profit. | 六号,利润。 |
| 694 | Take your profit first and run the business on what's left. | 先拿利润,再经营剩下的生意 |
| 695 | Split your money across four accounts. | 把钱分到四个账户 |
| 696 | Profit, owner's pay, tax, and expenses account. | 利润,所有者的工资,税收,费用核算. |
| 697 | Number seven, buy back your time. | 七号,买回时间 |
| 698 | In the early days, don't hire to grow your company. | 早年不要雇人养你的公司. |
| 699 | Hire to free up your time first. | 请你先腾出时间 |
| 700 | To do that, follow this order of hiring, administration, delivery, marketing, sales, and leadership. | 为此,遵循这一雇用、管理、交付、营销、销售和领导顺序。 |
| 701 | When you're free, then you can think about getting bigger. | 自由后,可以考虑变大. |
| 702 | Number eight, system. | 8号,系统。 |
| 703 | Your real product is not just what you sell. | 你的真品不仅仅是你卖的 |
| 704 | It's the system that delivers it consistently. | 是系统一贯地提供. |
| 705 | Build a business that depends on systems, not specific people. | 建立一个依赖于系统而非特定人物的企业. |
| 706 | That's it for this video. | 仅此视频. |
| 707 | By the way, almost all the books mentioned have been summarized in detail on my channel. | 顺便说一句,我频道上已经详细总结了几乎所有提到的书籍. |
| 708 | I will put the links in the description if you want to go deeper. | 如果你想更深入,我会把链接放在描述中。 |
| 709 | Thanks for watching. | 谢谢你的观看。 |
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