30 Years of Business Knowledge in 2hrs 26mins - YouTube
发布时间 2024-03-27 01:30:01 来源
中英文字稿 
I am good at only one thing, business. For the last 30 years I've built 19 companies and invested in 78 startups. People ask me every day to be their mentor and to help them and they've even offered me 10,000 pounds to help them just for one day in business. I don't want to charge people for help. I want to give you the knowledge for free. And today I'm going to give you everything you need to start a business, to grow a business, to maintain a business and to sell a business. But if you can't stay on this video for 5 minutes without clicking off, I've got some news for you, you're probably not going to make it. I'm now going to list all the things I'm going to go through in the next 45 minutes to change your mindset, give you the tools you need to be successful and hopefully create new pathways in your brain that give you the chance to be successful.
我只擅长一件事，就是做生意。在过去的30年里，我建立了19家公司，投资了78家创业公司。每天都有人向我求助，要求我成为他们的导师，甚至愿意支付我1万英镑，让我帮助他们一天的生意。我不想向别人收费，我希望免费分享我的知识。今天，我将告诉你启动生意、发展生意、维持生意和出售生意所需的一切。但如果你连这个视频都无法坚持看完5分钟，我有个消息要告诉你，你可能无法成功。接下来的45分钟里，我将列出我要分享的所有内容，来改变你的思维，让你掌握成功所需的工具，并希望能在你的大脑中创造新的路径，让你有成功的机会。
The very thing that the education system does not want you to be is free. Working for yourself, controlling your own business. So the day we're going to cover how to start a business with no money, how to win and the secret to it all in business, how to lose. Important, how to do a mind map, which is much better than a business plan, much more liquid, how to find purpose.
教育系统最不希望的是你成为自由的人。为自己工作，控制自己的事业。所以今天我们要讨论如何零成本开始一项业务，如何成功以及成功的秘诀，以及如何失败。重要的是，如何制作心智导图，这比商业计划更好，更具灵活性，以及如何找到目的。
Very important to motivate you to get up in the morning, to motivate your team to get up in the morning and to motivate customers to want to work with you. How to find a co-founder. Something that I personally believe is like having a relationship partnership. It can change everything if you have the right co-founder and can give you that accountability that we all need. How to sell. Everybody can sell. There's no such thing as people that are good at selling and people that aren't good at selling. They're just people that haven't been taught. The system of selling. Everyone can sell. Everyone must learn to sell. It is the key to unlocking freedom.
在早上起床时，激励自己非常重要；激励团队也同样重要，还有激励顾客想要与你合作。如何找到一个合伙人，我个人认为就像是拥有一段关系伙伴关系。如果你有合适的合伙人，可以为你带来一切改变，并给你那种我们都需要的问责制。 如何销售。每个人都能销售。没有什么人擅长销售或者不擅长销售。只是一些人还不会。销售的系统。每个人都能销售。每个人都必须学会销售。这是解锁自由的关键。
How to market your business, how to PR yourself and your business, how to get an investor. And I'll go through many different ways around that subject. You can get an investor. How to get sponsors. Often an untapped secret source to making a business grow without needing an investor. So we'll get into that. How to build a company brand. Because I honestly think value comes from building a brand not a business. And we'll go into what a brand is and how to build one. How to build personal brand, which in this day and age without doubt is vital. You can't really build a company today without having a personal brand. And I'll get into personal brand on a public stage and personal brand within your industry. How to hire.
如何市场您的业务，如何宣传自己和您的业务，如何找到投资者。我将讨论很多围绕这些话题的不同方法。您可以找到投资者。如何获取赞助商。经常是一个被忽视的秘密资源，可以使业务增长而不需要投资者。因此，我们将探讨这一点。如何构建公司品牌。因为我真诚地认为价值来自于建立品牌而不是业务。我们将讨论什么是品牌以及如何建立一个品牌。如何打造个人品牌，在当今这个时代毫无疑问是至关重要的。如今，如果没有个人品牌，您基本无法建立一家公司。我将讨论在公共舞台上和在您所在行业中打造个人品牌的方法。如何招聘。
How to grow. How to build. How to go global. Which is easier than it sounds. And probably very important to you not stuck in one market and living yourself vulnerable. How to get a mentor. There is a way to do it. And nearly nobody does it. And how to avoid big mistakes. But accept luck into your life. Make luck happen in your life. And finally how equity works and how to sell your business. At the end of this video you will know everything that's taken me 35 years to know. You will be changed if you watch this video. And I promise you at the end of it it will cost you nothing and you'll never look record.
如何成长。 如何建立。 如何走向全球。 这听起来比实际要容易。 这对你来说可能非常重要，不要被困在一个市场中，让自己变得脆弱。 如何找到导师。 有方法可以做到。 几乎没有人这样做。 如何避免大错误。 但要接受运气进入你的生活。 让运气发生在你的生活中。 最后，股权如何运作以及如何出售你的企业。 在观看这段视频后，你将了解到我花了35年时间才知道的一切。 如果你观看了这个视频，你将会有所改变。 我向你承诺，在这段视频的最后，你不会花一分钱，也不会后悔。
How to start. Now most people tell you to start a business when you have an idea. That's not where a business starts. A business starts with a feeling. An instinct that perhaps you need to make a change. And then applying yourself to learning what is the best way to build something that you love. Now everybody tells me that starting a business is filling a market gap or finding a niche. That is not true.
如何开始。现在大多数人告诉你要在有了想法之后开始创业。但实际上，创业并不是从这里开始的。创业是从一种感觉开始的。一种或许需要改变的本能感觉。然后努力学习如何构建你热爱的事物的最佳方式。现在每个人都告诉我，创业就是填补市场空白或找到一个利基。但这并不是真的。
One of my most successful early companies was a company called Fluid. This company turned into one of the biggest agencies in Asia. Which I sold to Price Waterhouse people for more money than I'll ever need. And when I launched that company there was 500 other businesses doing almost exactly the same. So how did I manage to win? I didn't have an original idea. Like everybody tells you you've got to have to start a business. You don't start with an original idea. You start with what you like doing.
我最成功的早期公司之一是一家名为Fluid的公司。这家公司发展成为亚洲最大的代理公司之一。我将它卖给普华永道的人们，获取了比我需要的钱更多的收入。当我创立这家公司时，有500家其他公司几乎做着完全相同的业务。那么我是如何成功的呢？我并没有一个原创的想法，就像每个人告诉你创业时必须拥有的东西。你不是从一个原创的想法开始的。你是从你喜欢做的事情开始的。
Now I love helping businesses and people succeed. I love marketing. I can spend all day long studying and understanding marketing. Every time someone launches a new business I want to understand how they made it successful. I'm obsessed. I enjoy it. It's my hobby. There is no work life balance. It's only syncing up your life with your business. And so I believe the first step in starting a business is following your passions. Now everybody tells you that that's not the way to start a business because often your passions initially don't necessarily generate revenue. But that's because you haven't applied a business mindset to what you love.
现在我喜欢帮助企业和个人取得成功。我热爱市场营销。我可以整天学习和了解市场营销。每当有人启动一个新业务，我都想了解他们是如何成功的。我痴迷于此。我享受这个过程。这已经成为我的爱好。我觉得没有工作与生活的平衡，只有将生活与事业同步。因此，我认为创办企业的第一步是追随自己的热情。现在每个人都告诉你这不是启动企业的正确方式，因为通常你的热情最初可能并不会产生收入。但那是因为你还没有将商业思维应用到你所热爱的事物上。
So I loved marketing and I started a creative agency called Fluid that helped people come up with marketing ideas to make their businesses successful. Now there were many companies doing it but not many of. these people doing it loved it like I did. So I evolved my marketing abilities pushed the boundaries of what was possible. Used new technologies like at the time E&M marketing and direct marketing that no one else was doing because I was obsessed with is the latest thing.
所以我热爱营销，开始了一家名为"Fluid"的创意机构，帮助人们想出营销创意，让他们的业务成功。当时有许多公司在做这件事，但没有很多人像我一样热爱。于是，我不断提升自己的营销能力，突破了可能性的界限。使用了当时的新技术，比如E&M营销和直接营销，这些是其他人没有做的，因为我迷恋于最新的东西。
And for you the way you do it is you've got to write down what you like doing and got to write down what you don't like doing. What you love doing you've got to get really good at and what you don't like doing you've got to outsource and not do it. The school system has taught you the wrong thing that if you're not good at something you need to spend more time getting better at it. That is a lie. You've got to spend more time getting good at the thing you love to do. Get obsessed by it. And that's actually where a business idea begins because once you have figured out what you love doing the next step is the idea.
对于你来说，你需要做的就是写下你喜欢做的事情，并写下你不喜欢做的事情。你要把自己喜爱的事情做到非常好，而对你不喜欢的事情，你要外包出去或者不做。学校系统教导了你错误的观念，即如果你在某件事上不擅长，就需要花更多时间去提高自己。这是错误的。你要花更多时间做你喜欢做的事情，对它痴迷。实际上，一个创业点子就是从这里开始的，因为一旦你弄清楚自己喜欢做什么，下一步就是点子。
Now again people will tell you that you need to come up with an original idea that's not true. The second thing is when it comes to an idea you can actually combine forces with other people. So back to my example when I launched Fluid I loved marketing and I met someone who could take my marketing ideas and turn them into graphic illustrations and brilliant presentations and the ability to help that company in a visual way understand my idea. So I teamed up with her and created a 50-50 business partner and I'll come on to equity later in the video that was literally the springboard to one of the most successful companies in Asia in this space.
现在人们会告诉你，你需要提出一个不同寻常的主意，但这并不是真的。其次，关于想法，你实际上可以与其他人结合力量。回到我的例子，当我推出Fluid时，我热爱营销，并且我遇到了一个人，他可以把我的营销想法转化为图形插图和精彩演示，以直观的方式帮助这家公司理解我的想法。所以我和她合作成立了一个50-50的业务合伙人，稍后视频中我会谈到股权，这实际上是亚洲这个领域最成功公司之一的跳板。
So the key is not coming up with an original idea and trying to do it all on your own. The key is coming up with something you love new to what you do and perhaps if there's a gap within your ability to execute on what you love find a partner. So for example if you love writing then write a book and maybe you need to find a partner that can publish that book or find a company that will publish that book or get someone to help you like an agent find someone that will publish that book.
因此，关键不在于想出一个原创的想法并试图独自完成所有事情。关键在于想出一些你所热爱的新鲜事物，也许如果在你能力范围内执行你所热爱的事物时有所不足，可以寻找一个合作伙伴。例如，如果你喜欢写作，那就写一本书，也许你需要找一个可以出版这本书的合作伙伴或者找一家愿意出版这本书的公司，或者请某人帮助你，比如一个代理找到愿意出版这本书的人。
And that's where it really begins in the idea phase it's got to link to your passion and I'll come on to purpose later but it's key you won't be able to follow through and probably won't be successful if you're not willing to do the thing that you're doing more often and all the time compared to other people. So you figured out what you love doing and now you have an idea. Now the idea itself can evolve.
这就是真正开始的地方，在创意阶段，它必须与你的激情联系在一起，我稍后会谈到目的，但关键是你必须愿意比其他人更经常、更持续地做你正在做的事情，否则你将无法坚持下去，也很可能不会取得成功。因此，你已经找到了自己喜欢做的事情，现在你有一个创意。现在这个创意本身可以不断演变。
From my point of view when I started what I'm doing today which is a platform to help you for free the first thing I did was in fact a podcast. So the step after idea is step one execution and execution involves what is the first thing you can do to make your business idea come to life and for me in my example it was a podcast but for you it might be a blog it might be a LinkedIn post it might be setting up a social media handle and starting to post up your photography. Whatever the first step execution is do not make it too hard for yourself.
从我开始做今天的事情的角度来看，我所做的是一个帮助你的免费平台，我实际上做的第一件事是播客。所以，想法之后的第一步是执行，执行包括你可以做的第一件事情是什么，让你的业务想法变成现实。对我来说，在我的例子中是一个播客，但对你来说可能是一个博客，可能是一个 LinkedIn 帖子，可能是设置一个社交媒体账号并开始发布你的摄影作品。无论第一步执行是什么，不要让自己太难。
In my case sitting down interviewing people I found interesting recording it and putting it up would serve the purpose of giving people mentorship in a podcast for free which was my first step in my mission in my recent business. So all I really did was get a microphone sit down and record conversations. Now if you go back and look at those very early podcasts execution was not brilliant the guess was good the execution was not great I had a rubbish microphone I had a rubbish camera and I slowly improved and step one is come up with a simple execution plan.
在我的案例中，我坐下来采访我觉得有趣的人，记录下来并发布出来，这样可以为人们提供免费的播客导师服务，这也是我最近业务中的初步步骤。所以我真正做的就是拿起麦克风坐下来录制对话。现在如果你回头看那些非常早期的播客，执行并不出色，嘉宾是好的，但执行并不算好，我的麦克风很烂，我的摄像头也很烂，我慢慢改善，第一步是制定一个简单的执行计划。
Step two in starting a business is consider where the revenue is going to come from. Now some people say you need this within the idea phase and yes you can put it within the idea phase but sometimes revenue doesn't actually make itself clear until you start. So an example if you're a photographer and you think you're going to make your money charging by the hour for your photography skills you're probably limiting yourself right. So you're probably better off initially taking pictures of things you love and putting them up online and seeing if people would buy them. Seeing if people would license the pictures.
创业的第二步是考虑收入从哪里来。有些人说你需要在构思阶段就想好收入来源，是的，你可以在构思阶段考虑收入来源，但有时候收入来源直到开始后才会变得清晰。比如，如果你是一名摄影师，认为你可以通过小时收费来赚钱，可能会限制自己的发展。所以最好刚开始时拍自己喜欢的东西，将它们放到网上，看看是否有人愿意购买。看看是否有人愿意购买照片的使用权。
Experimenting with revenue models and seeing what sticks. Sure maybe people will book you by the hour but why would you start off with a revenue model that limits yourself. So I think when building a business the thing to really think about is not necessarily revenue but experimenting with different ways to make money from the thing that you are doing. So again when I launch Fluid most companies charge by the hour for their marketing consultancy service. We didn't. We charged by the outcome of what we did.
尝试不同的收入模式，看看哪种更有效。也许人们会按小时预订你，但为什么要选择限制自己的收入模式呢？我认为在创业时，真正需要考虑的不一定是收入，而是尝试以不同的方式从自己正在做的事情中赚钱。因此，当我推出 Fluid 时，大多数公司会按小时收费进行市场咨询服务。然而，我们的做法不同，我们是根据我们的服务结果来收费的。
So if we helped company be successful sell more product we took a percentage of those sales. Now that was not part of most companies business models because most people start with an idea and then they do a revenue model and then they start. The famous quote is everyone's got a plan till they get punched in their face. And the truth is when you launch a business you just want to keep yourself nimble like a boxer you want to see what is going to be the best punch combination for you to make your business work.
因此，如果我们帮助公司成功地销售更多产品，我们会从这些销售额中抽取一定比例的分成。这不是大多数公司的商业模式的一部分，因为大多数人从一个想法开始，然后制定营收模式，然后才开始。有一句名言是“每个人都有一个计划，直到他们被打在脸上”。事实上，当你开办一家企业时，你只想保持自己像拳击手一样灵活，你想看看什么会是最好的打击组合，让你的企业成功运作。
And finally when starting a business step three is you've got to make sure your purpose is strong. Now you made sure that you enjoy what you do and that's great because that's going to help you get up in the morning but actually I believe new businesses today need to think about what they're going to do to make a difference in the world. How are you going to make sure that people want to work with you how are you going to make sure that what you're doing isn't just for profit because if it's just for profit everybody that works for you is going to want more money everybody that's working with you is going to want to pay you less.
最后，当开始创业时，第三步是确保你有强大的目标。你已经确保自己喜欢你所做的事情，这很好，因为这将帮助你早上起床，但实际上我相信新的企业今天需要考虑他们将如何在世界上产生影响。你将如何确保人们愿意和你合作，你将如何确保你所做的事情不仅仅是为了利润，因为如果只是为了利润，每个为你工作的人都会想要更多的钱，每个与你合作的人都会想要支付更少的钱。
But if you have a purpose bigger than yourself and identify that purpose and install it in your business I promise you you won't be managing people anymore one of the biggest stresses of building a company you won't have to manage people because you will only have to manage purpose. Now I'm going to go into more depth how this all works but a lot of what I've talked about here already has cost you no money you haven't had to spend any money.
但是，如果你有一个超越个人的更大目标，并确定了这个目标，并将其融入你的业务中，我保证你将不再需要管理人员，这是建立公司时最大的压力之一，因为你只需要管理目标，而不是管理人员。现在我将更深入地解释这一切是如何运作的，但是我已经谈到的很多内容对你来说都没有花费任何金钱，你不必花一分钱。
Now even if your idea is to launch an app that costs a million pounds to develop start off with a service business start off with a revenue based model that can get you there. So an example is Airbnb when they launched they actually sold cereal boxes at conventions it was enough to be similar to Airbnb because when the first accommodation Airbnb ever sold what was at conventions people go to see Obama speak go and see different politicians speak at these conventions and they would rent out rooms on Airbnb later but initially they sold cereal boxes, Obama reels at this event at these events to get to know their customers connect their customers have a conversation with their customers and make money and that is the money they use to initially get the business going.
现在，即使你的想法是要推出一个开发成本高达百万英镑的应用程序，也应当从一个服务业务开始，采用基于收入的模式来达到目标。举例来说，当Airbnb刚刚推出时，他们实际上在各种会议上销售谷物盒子。这与Airbnb很相似，因为当Airbnb首次出租住宿时，是在各种会议上，人们前往那里看奥巴马讲话，看不同的政治家在这些会议上讲话，他们后来在Airbnb上出租房间。但最初，他们销售谷物盒子，在这些活动中与客户建立关系、交流，与客户进行对话并赚取钱，这笔钱最初用来启动业务。
So I will come on to other steps later now in the video about raising money and other ways to do this but if you do this first few things your business is up and running it's cost you no money and I promise you because it will have purpose because you like it and because there's a revenue model behind it you will do it it will happen.
所以我稍后会在视频中讨论筹集资金和其他方法，但是如果你首先做这几件事，你的业务就开始运转了，而且不需要花费一分钱，我向你保证，因为你的业务有目标，因为你喜欢它，而且背后有一个收入模式，你会去做，它会实现的。
So how to win in business let's say you've already got a company you're not winning and you want to win or you want to know the secret formula to winning and having built nearly 19 companies I'm on my 19th business now how to win in business is actually very simple. Now I mentioned earlier having purpose and you personally being passionate about it that's definitely going to give you an edge because most people are not loving what they're doing so if you are you're already winning but there is a secret formula to winning and that starts with a couple of things.
那么如何在商务领域取得成功呢？假设您已经拥有一家公司，但并没有取得成功，您想要获胜或者想要知道获胜的秘诀，我已经建立了将近19家公司，现在正在做第19家生意，成功在商务领域其实非常简单。早先我提到过拥有目标并且对此充满热情，这肯定会让您处于优势地位，因为大多数人并不热爱自己的工作，所以如果您热爱您的工作，您已经取得了成功的一半。但是，要获胜还有一个秘诀，它从几个方面开始。
Number one delayed gratification spelled completely wrong you get what I mean though right? Delayed gratification is the number one reason that businesses win. You don't rush to charge customers for example you let them help you succeed. So the first customer I ever got in my agency fluid I actually did the work for free. Now a lot of people say don't do the work for free I don't agree I built up a relationship with that customer over delivered when it was free and that meant once they were happy not only did they use me forever for the 16 years that I ran that company they also recommended me to everybody. They felt like they were part of my early journey.
第一，延迟满足被完全拼错了，但你明白我的意思了吧？延迟满足是企业成功的首要原因。比如说，你不要急着向客户收费，让他们帮助你取得成功。所以，在我创立的代理公司中获得的第一个客户，我实际上是免费为他们工作的。很多人会说不要免费工作，但我不同意。在免费工作期间，我与客户建立了关系，超额交付了工作，这意味着一旦他们满意，不仅他们在我经营公司的16年中一直使用我的服务，他们也会向他人推荐我。他们觉得自己是我的早期发展的一部分。
Getting your customers on side is another element of winning but realizing that if you delay getting gratification you will make more money and there's so many examples of this. If you look at big businesses they spent years making no money and then when they had the system all in place huge databases for example then they can monetize and people don't wait long enough. The other thing you can do is have a very strict moral code within your business a culture. Culture will eat strategy for breakfast every single time. You've got to make sure that your culture in the company is client centric.
赢得客户的支持是成功的另一个因素，但要意识到如果延迟获得满足感，你会赚更多的钱，这方面有很多例子。如果你看看大公司，它们花了好几年都没有赚钱，直到他们建立了完整的系统，比如庞大的数据库，然后他们才能实现盈利，而大多数人都没有耐心等待。另一件事是在你的企业文化中建立非常严格的道德准则。文化在任何时候都能击败策略。你必须确保公司的文化以客户为中心。
A good example of this is Amazon. I'm just saying that they do actually focus on their customers as a culture and I think that a lot of people are too busy, for example, thinking about how they can get money out of their customer and not thinking how they can bring value. If you want to win, bring value. You want loyalty, bring value. You want them to follow you, promote you, share you on their stories, care about you, talk about you when you're not in the room, then show them some love. It sounds simple but people don't do it because they're too busy not waiting for the payoff and too busy not installing a culture of patience, a culture of caring about your customer.
一个很好的例子就是亚马逊。我只是想说，他们确实把客户作为文化的重点，我认为很多人都太忙了，比如想着如何从客户身上赚钱，而忽略了如何带来价值。如果你想赢得胜利，就要带来价值。想要忠诚度，就要带来价值。想让他们关注你、推广你、在社交媒体上分享你、关心你，在你不在场时谈论你，那么对他们表达真诚。听起来很简单，但人们并不这样做，因为他们太忙于不等待回报，忙于不营造一种耐心和关心客户的文化。
The final thing is luck. Now, luck is not a subjective thing. Luck, I have discovered, is hackable and you can hack it three ways. First, be persistent and what I mentioned earlier about purpose and loving what you do will help you be persistent. You have to outlast other people. When I launched my company Fluid in Hong Kong, I had so many competitors but slowly they all shut down, went bankrupt. They didn't care like I did.
最后一件事就是运气。现在，运气并不是一个主观的事物。我发现，运气是可被利用的，你可以通过三种方式来利用它。首先，要坚持不懈，之前提到过的目标和热爱你所做的事情会帮助你坚持不懈。你必须比其他人更持久。当我在香港创立我的公司Fluid时，我有很多竞争对手，但慢慢地他们都倒闭了，破产了。他们不像我那样在意。
The whole luck thing is about persistence, that's number one. Number two in hacking luck is know your destination. What is success for you? What will make you happy? What do you want? Big company, small company? A big company is much easier to run than a small company, aim for a big company is my recommendation, but that's my opinion. It might not work for you. So, I suggest you define success for yourself.
整个幸运的事情就是关于坚持，这是第一点。突破幸运的第二点是要知道你的目的地。对你来说成功是什么？什么会让你幸福？你想要什么？大公司还是小公司？相比小公司，大公司要容易得多，我建议你去追求大公司，但这只是我的观点。这对你可能不适用。所以，我建议你为自己定义成功。
Today, success for me is having the time to take my son to soccer and be able to pick him up, having time to do the exercise I want to do, that's how I define success. So, I never sell hours. We'll come to that in a little bit why you should never sell hours but luck is hackable, you have to be persistent, you have to know your destination and finally you have to learn to take risks.
今天，对我而言成功意味着有时间带儿子去踢足球并能接他回家，有时间做我想做的锻炼，这就是我定义成功的方式。所以，我从不出售时间。稍后我们会讨论为什么你永远不应该出售时间，但运气是可以改变的，你必须要坚持不懈，要明确你的目的地，最后你必须学会冒险。
Be careful with saying out there trying to trick you into options and that is not true. So, the worst one is the harder you work, the luckier you get. That is not true, that is a lie. A lie designed to make you work hard. If it was true, every nurse in this country would be a millionaire. It is not true that working hard equals success.
小心那些试图欺骗你选择的陈词滥调，那并不是真的。所以，努力工作越多就会越幸运，这是错误的。这是谎言，旨在让你努力工作。如果这是真的，那么这个国家的每个护士都将成为百万富翁。努力工作并不等于成功。
What equals success is taking risks. You have to learn to take risk, you need to fear, learn to love fear, embrace it and then you can take more risks and the more risk you take, the luckier you get. Learn to build a culture in your business about long-term and learn to hack luck, you will win. The secret to it all is learning to accept that you could lose everything and it doesn't matter. You've got to be willing to risk it all, take a chance and go for it. Do not rush, do not see this as anything but a marathon. It's not a sprint, enjoy the journey, don't rush, no one can beat you if you do it.
成功的关键是承担风险。你必须学会冒险，你需要去害怕，学会爱上害怕，拥抱它然后你才能承担更多的风险，而且你承担的风险越多，你就会变得越幸运。学会在你的企业建立一个关于长期的文化，学会玩弄幸运，你就会获胜。所有的秘诀都在于学会接受你可能会失去一切，但这并不重要。你必须愿意拼尽全力，冒险一试，去争取。不要着急，不要把这看成短跑。这是马拉松，不是短跑，享受这段旅程，不要急躁，如果你这样做，没有人能击败你。
Delayed gratification is key, brands like Facebook and Instagram, although I'm not a fan necessarily of these platforms, they personify this concept. They did build massive user bases but they didn't monetize them at the beginning. They waited, they just kept building value in their platforms for the users and more people kept signing up and they didn't actually monetize for a very long time. I think Facebook was in the 10 years before it started making money.
延迟满足是关键，像Facebook和Instagram这样的品牌，虽然我并不一定是这些平台的粉丝，但它们体现了这个概念。它们构建了庞大的用户群体，但一开始并没有从中获利。它们等待，不断为用户提供平台价值，并吸引更多人注册，实际上很长一段时间它们并没有实现盈利。我记得Facebook在开始盈利前已经发展了10年。
Although I'm not suggesting you wait 10 years and those companies have different investment structures which we'll talk about a bit later, it is important to understand how important this is to building a successful long-term business. Do not think about making money straight up, build a brand not a business and those businesses like Facebook and Instagram they waited a decade before they started monetizing and as soon as they started monetizing Facebook in particular it started to decline as a brand, less people liked it, too many ads on the screen, too many annoying buttons that didn't have any relevance to them because they were suddenly trying to make their client happy, the advertiser and no longer focused on using them the same way. So be careful but that is how you build massive economic modes. People like Google similar at the beginning, no revenue, Youtube at the beginning no revenue. Focus on building something that has a value for people, delay gratification is one of the secret weapons in building a sustainable, large and successful business that you love.
虽然我不建议你等待十年，而且那些公司有不同的投资结构，我们稍后会谈论一下，但理解这对于建立成功的长期业务是多么重要。不要考虑马上赚钱，要建立一个品牌而不是一个业务，就像Facebook和Instagram那样的企业，它们在开始盈利之前等待了十年。一旦开始盈利，尤其是Facebook，作为品牌的声誉就开始下滑，越来越少的人喜欢它，屏幕上广告太多，令人讨厌的按钮太多，这些按钮与他们毫无相关性，因为他们突然试图取悦客户，即广告商，而不再专注于以同样的方式使用它们。因此要小心，但这就是如何打造巨大的经济模式。谷歌在刚开始时也很类似，没有收入，Youtube刚开始也没有收入。专注于构建对人们有价值的东西，推迟满足感是打造一个持久、庞大且成功的你热爱的业务的秘密武器之一。
Next up, how to lose, it might sound like a strange title but it's the number one thing I've noticed that people don't learn to do that doesn't allow them to be successful. This all stems back probably to school where you were told that success was getting an A, it's not, success is actually accepting failure, learning to bounce back from failure, embracing failure, having learnings from the businesses that I have been involved in that have failed have allowed me to be successful. I guarantee you if I hadn't lost a million pounds or don't in a comic book business, I wouldn't be rich or successful today.
接下来，如何输，这可能听起来像一个奇怪的标题，但这是我注意到的人们不学会的最重要的一件事，这会让他们无法成功。这一切可能源于学校里告诉你成功就是拿到A的观念，其实不是，成功实际上是接受失败，学会从失败中反弹，拥抱失败，从我参与的那些失败的企业中学到的经验让我成功。我可以向你保证，如果我没有在漫画书业务中亏损一百万英镑，今天我就不会富有或成功。
I needed to learn how to fail, I needed to accept. losing it's key and so how do you build the stamina and the ability to lose the first thing you realize number one don't let things own you if you let things own you you are controlled by the very thing that's meant to bring you pleasure you have to learn to lose those things and not care about those things the second thing to lose you need to let your short-term ego go now ego is actually a very powerful motivator and there are different types of ego ego I'm talking about here is driving around in the right car to give an image to people that don't care about you that you are successful do not worry about this learn to enjoy looking like you're a loser let people underestimate you it is so powerful to be underestimated by your competition even by your customers because if they think you can't deliver and you do then brilliant do not worry about losing learn to be a D student love to fail that's why 80 percent of A students end up working for D students because A students are scared to lose they don't want to lose they always want to get an A they always want to be seen as the smartest person in the room don't worry about it learn to lose learn to embrace getting a D getting a D in business means take your time don't let someone else decide whether or not your success or not do not let anybody else tell you how to do things and ironically power up your ego in a different way an internal ego that tells you you're not a loser you know where you're going
我需要学会如何失败，我需要接受。失败是关键，那么如何培养耐力和失去东西的能力呢？首先要明白的是，不要让事物控制你，如果让事物控制你，你就被本该给你快乐的东西所控制了。你必须学会失去这些东西，不去在意这些东西。第二点是，你需要放下短期的自我。自我实际上是一个非常强大的动力，不同类型的自我。这里说的自我是为了向不在乎你的人展示成功而开豪车的那种。不要担心这些，学会享受看起来像个失败者。让人低估你是非常有力量的，甚至让你的竞争对手、客户低估你。因为如果他们觉得你做不到，而你做到了，那就太棒了。不要担心失败，学会做一个 D 学生，喜欢失败。这就是为什么 80% 的 A 学生最终会为 D 学生工作，因为 A 学生害怕失败，他们不想失败，他们总是想得到 A，总是想被看作是房间里最聪明的人。不要担心这些，学会失败，学会接受得到一个 D，商业成功的 D 意味着慢慢来。不要让其他人决定你是成功还是失败，不要让其他人告诉你如何做事情。讽刺的是，以一种不同的方式激发你的自我，一个内在的自我告诉你你不是失败者，你知道自己要走向何方。
no matter what people judge you based on the car that you're driving or where you're living or what you do with your day don't let them decide that you're a loser let them think whatever they want learn to love losing learn to embrace failure i promise you if you think that the first is if you try something and you lose everything it doesn't matter you can go again you will succeed i guarantee it next up i want to teach you something practical how to do a mind map so many people teach you in business to do a business plan forget that shit there is no use for a business plan what you want to do is map out where your business could go how it could go and understand the different directions of which to take your business and i'm going to go through how to do a mind map next now i have never seen anyone teach anybody how to do a mind map and the reason i think that no one teaches this is because there's no template to sell you there's no product to sell you around a business plan has a million ways to make money out of you and none of it works this business plan things actually kill companies i've seen people who have massive business plans stick to it and die a mind map however will cost you nothing to do and actually leaves you nimble and free to explore where the business can go and it's so simple it starts in the middle with your hobby whatever that is what you love to do second part of my map is the business i can't spell but don't judge me for that luckily i know i'm doing a business what is the business so what is your hobby what do you love to do and ideally it now links to the business now with the business and i'm going to use my company as an example hopefully it translates into what maybe your idea is but in my business which is what we call free humanity the name probably gives it away what we want to do we want people to be free to do what they love so within free humanity this is what i did when i first started the business four years ago i looked at different ways that i can make the business work so off it i wrote podcast i actually as i mentioned earlier this is one of the first things i actually did so for a podcast what comes off it well i build a network right i'm now doing a mind map of something i actually have already done to illustrate how on my map works when you're building out a business of value so one of the benefits of doing a podcast was a netwo
不管别人根据你开的车，住的地方或者你一天做什么来评判你，不要让他们决定你是否是一个失败者，不要在意他们认为什么，学会接受失败，学会拥抱失败，如果你尝试了某事然后失败了，没关系，你可以再试一次，你会成功的，我保证。接下来我想教你一些实用的东西，如何做心智导图。很多人在商业中教你做一个商业计划，忘记那些，商业计划没有用，你想做的是规划你的业务可能发展的方向，并了解可以采取的不同方向，我接下来将会教你如何做心智导图。现在我从未见过有人教别人怎么做心智导图，我认为没有人教这个的原因是因为没有模板可以卖给你，没有关于商业计划的产品可以卖给你，商业计划有成千上万种方式让你花钱，但没有一项是有效的，商业计划实际上会导致企业失败，我见过那些拥有庞大商业计划的人坚持不懈最终破产，而心智导图不花任何成本，让你有机会自由地探索业务能去的方向，它非常简单，它从你的爱好开始，无论你热爱什么，然后是业务，你可能不会拼写对，但不要因此评判我，所以业务是什么，你的爱好是什么，你热爱做什么，理想情况下现在与业务相连，在业务中我将使用我的公司作为例子，希望它可以转化为你的想法，但在我的业务中，我们称之为自由人类，名称可能已经暗示了我们想做什么，我们希望人们可以自由地做自己喜欢的事情。在自由人类中，这是我四年前开始业务时做的事情，我看了不同的方法可以使业务成功，比如播客，我之前提到过这是我做的第一件事情之一，因此，通过播客会有什么好处，我建立了一个网络，现在我正在做心智导图，展示我已经做过的一些事情，这样可以说明当你建立有价值的业务时，心智导图的运作方式，播客的一个好处是建立一个网络。
rk in my case i managed to interview over 200 of the world's most successful entrepreneurs which are now part of my life and help me with what i'm doing help you on helpbank.com that was one of my ambitions and it was on my mind map network
在我的案例中，我设法采访了世界上200多位最成功的企业家，他们现在是我的生活的一部分，并帮助我做了我正在做的事情，在helpbank.com上帮助你。这是我的一个抱负，也是我心中的一个目标。
the second thing was brands i realized if i did a podcast i could probably make revenue from brands now with on my map you can get bigger and bigger and bigger with my maps there's no there's no stopping how big a mind map can get just like your brain it's infinite in its ability to think mind map is also infinite and when i wrote the original mind map out for my business i thought brands and then i started listing them so in my case go daddy uh tied banking adobe these were brands that i felt were a fit with what i wanted to do give people the ability to start their own business be free do what they love so i listed out all the brands that i could work with
第二件事是品牌，我意识到如果我做一个播客，我可能可以从品牌那里赚钱。现在，在我的思维导图上，你可以变得越来越大。我的思维导图没有停止的地方，它可以变得无限大，就像你的大脑一样。思维导图的能力也是无限的。当我为我的企业写下最初的思维导图时，我考虑到了品牌，然后开始列出它们。在我的情况下有Godaddy、Tide、Banking、Adobe等品牌。这些都是我认为与我想要做的事情相符的品牌，给人们创业的能力，自由地做自己喜欢的事情。因此，我列出了所有我可以合作的品牌。
i also listed in my original mind map and i didn't do it at the beginning but it ended up becoming part of what i did was an app and an app that would focus on free help for people now at the time i didn't have the name that i now have which is helpbank.com but i knew that i needed to build a scalable way of giving people knowledge now what i didn't know back then i know now quick bit of insight is that app is overused as a word it's actually not an app that you need to build at the beginning for most platforms you need to build a web based platform why well if you build an app you have to go in the app store or in the google play store you get restricted by one of those two locations so people that have a sang-song phone can't access the apple store to download your app why would you when you launch something restrict people from getting access to it plus if it's web based people can just log in straight from a web browser any web browser that aside i realized in my early days i needed to do an app and from that i would do free help and from that i would be able to connect the network that i built in the podcast to the free help
在我的原始思维导图中，我还列出了一个我开始时没有做的应用程序，最终它变成了我做的一部分，即一个专注于为人们提供免费帮助的应用程序。当时我没有现在所拥有的名字helpbank.com，但我知道我需要建立一个可扩展的方式来给人们提供知识。现在我知道，当时不知道的是，app这个词已经被过度使用了，实际上，并不是每个平台都需要在最开始构建一个应用程序，您需要构建一个基于Web的平台。为什么呢？因为如果您建立一个应用程序，您必须进入应用商店或Google Play商店，您将受到这两个位置之一的限制，所以使用三星手机的人无法访问苹果商店来下载您的应用程序。为什么要在推出一项服务时限制人们获取它的途径呢？此外，如果是基于Web的，人们可以直接从任何Web浏览器登录，所以我意识到在早期我需要做一个应用程序，通过这个应用程序我可以提供免费帮助，从而能够将我在播客中建立的网络与免费帮助联系起来。
so the people that i had interviewed in the podcast the knowledge that i was capturing in their case i could connect now that network being built by the podcast to the help on the platform this is how it's actually played out the next thing i i spent time thinking about was team and on a mind map i thought about who i actually need now because i knew i was going to do a podcast i knew that i needed an editor but i also know my weaknesses so i know i need an accountant someone who's going to take care of the admin these are things that i don't enjoy doing so i i know what to do but i also realized with the network that i'd build through the podcast that i could have partners so it's not just employees but partners
在播客中我采访过的人，我捕捉到的知识，现在我可以通过播客建立的网络连接到平台上的帮助。这就是事实上发生的情况。接下来我花时间思考的是团队，我在脑图上想清楚了现在我实际上需要谁，因为我知道我将要做一个播客，我知道我需要一个编辑，但我也知道我的不足之处，所以我知道我需要一个会计，一个会照顾行政事务的人，这些是我不喜欢做的事情。我知道该怎么做，但我也意识到通过播客建立的网络，我可以有合作伙伴，不仅仅是雇员，而是合作伙伴。
i could link to the team again working with the people that i'd spoken to on the podcast i could connect them the people that were going to work on the app i could connect them although they're not necessarily on my payroll they are people that perhaps are connected to my mission want to help people and they can become part of my extended team now within the team structure i can also start thinking about things like if i have an editor maybe the editor hires editors or i hire editors but you can start breaking down what you actually need within your team right now as a mind map you start in my opinion with what your hobbies are what you enjoy doing you're then building a business around it and then you're thinking about different things that this business is going to need now
我可以再次和团队联系，与我在播客中谈过话的人一起工作，我可以把他们连接到即将为这个应用程序工作的人身上。虽然他们不一定是我的员工，但他们可能与我的使命有关，愿意帮助他人，他们可以成为我团队的一部分。现在，在团队结构中，我也可以开始考虑一些问题，比如如果我有一位编辑，也许编辑可以雇佣其他编辑，或者我可以雇佣编辑，但你可以开始分解你团队实际需要的事情。现在，作为一个思维导图，我认为你可以从你的爱好开始，你喜欢做什么，然后围绕这个构建一个业务，然后考虑这个业务即将需要的不同事情。
one of the things that i spent a lot of time thinking about that i haven't yet done but will be coming soon in my platform was what else i could do that would scale the business give it what it needed resource-wise without necessarily me being involved in it and at that time back four years ago the word was merchandising so i wrote down merchandising now i think it's actually evolved now it's beyond merchandising but from now i wrote down of course what everyone was doing four years ago t-shirts and caps that sort of stuff right stuff that you know maybe the word free humanity would look pretty cool on and i thought about in those days uh things like sweets and products that perhaps we could launch and i wrote down basically anyway merchandise-wise we could make money
我花了很多时间思考的事情之一，但还没有做，但很快会在我的平台上实现的是，我还能做些什么来扩大业务规模，给它所需的资源，而不一定需要我参与其中。四年前，当时的关键词是商品推广，所以我写下了商品推广。现在我觉得它实际上已经发展了，超出了商品推广。不过那时，我写下了大约四年前每个人都在做的事情，比如t恤和帽子之类的东西。我想在这些日子里，我们可以推出一些糖果和产品之类的东西，写下了我们可以通过商品销售赚钱的想法。
Now what's interesting is I'm about to launch a sweet brand called Bizies. It's taken four years to get to this part of the mind map, but it was on there. It was always on there. Ironically, when I was building a team, if anyone said to me when I was interviewing them that they had some experience with a sweet business, I made a note and kept them as someone who maybe could help us in the future. Same with merchandising. Anytime I spoke to anybody that was perhaps looking at starting a t-shirt brand or working on building product, I'd see if perhaps they wanted to work together in the future. Because once you know in your mind map one of the things that's going to come up in the future, you can look out as you're building other things for the very thing that's going to help make that happen. So this is a mind map. It is literally mapping out all the different things and different ways your business can go. It's fun, it's simple, there's no template you can download and pay someone for, you don't need it.
现在有趣的是，我即将推出一个名为Bizies的甜品品牌。花了四年的时间才到达思维导图的这一部分，但它一直在那里。讽刺的是，当我在建立团队时，如果有人在面试时告诉我他们有一些甜品业务的经验，我会做个记录，将他们视为未来可能帮助我们的人选。同样，对于商品陈列。每当我与那些可能考虑开始一家T恤品牌或致力于打造产品的人交谈时，我会看看他们是否想未来一起合作。因为一旦你知道你思维导图中将来会出现的事情，你可以在建立其他事物时留意那将会帮助实现目标的事物。所以这就是一个思维导图。它实际上是将你的业务可能发展的不同方向和方式都映射出来。这很有趣，很简单，没有什么模板可以下载并付钱给别人，你不需要它。
The beautiful thing about a mind map is you're not fixed. You can start adding bubbles and adding things as things evolve as people and the world change. You can start adding things and connecting the different dots between parts of your business, something a 20-page document will never let you do because it's too linear. So that's a mind map. I hope it's a useful practical tool for you going forward. How to find purpose. Now this word purpose might sound woo-woo. They don't teach you it at school in my opinion for a reason. Because if you understand purpose, you're very unlikely to work for someone else. Purpose is a very personal thing. You can find other people with purpose, you can find your tribe, you can be free. But finding purpose is not an easy thing and it's not something you've been given any of the tools in which to make happen. So what is the first step in finding purpose and it's a very obvious step that people do not do you think about it.
脑图的美妙之处在于它不是固定的。随着人们和世界的变化，你可以开始添加气泡和内容。你可以开始添加事物，连接你业务中的不同部分之间的各种线索，而20页文档永远不会让你这样做，因为太过线性了。所以这就是脑图。希望对你今后的工作有用。如何找到目的。现在这个目的这个词可能听起来有点玄乎。在我看来，学校里不会教你这个，有它的理由。因为如果你理解目的，你很不可能为别人工作。目的是一件非常个人的事情。你可以找到有目的的人，找到你的部落，找到自由。但是找到目的并不容易，也不是你被给予任何工具来实现的事。所以找到目的的第一步是什么，这是一个非常明显的步骤，人们却很少去想。
Now the problem is if you say you're thinking about purpose people might laugh at you. Other people try to throw silly jokes out there like 49 and they'll throw you off or purpose will get so complicated in your head because you've not really thought about it before you'll give up and go back to your old ways. You need to think about purpose, what is your purpose. We used to live in tribes of five thousand and we used to work on a method called give without take not give and take. We used to help each other because it made our tribe better not because we'd make money from it. You ask me for help, I would give it to you for free, the world will be a better place.
I get better at giving you that help for free, I'd become an expert at giving that help for free. Eventually when I'm not in the room, people will talk about me and what I do because I think I'm so good at helping people. But I think today that doesn't fit the narrative of working at a call center and putting up the phone and doing what you're told in the factory that hand me forward created. So when the school system was developed, the word purpose wasn't included in any of it. They asked the wrong question of you, what are you going to do when you grow up is what schools say. That's not the right question. What you should be asked is what problem are you going to solve.
现在的问题是，如果你说你在思考自己的目的，人们可能会笑话你。其他人会尝试扔出类似49这样愚蠢的笑话来转移你的注意力，或者你头脑中的目的会变得非常复杂，因为以前你根本没考虑过它，你会放弃并回到以前的方式。你需要思考目的，你的目的是什么。我们过去生活在五千人的部落中，我们采用一种被称为“付出而不索取”的方法，而不是“给与换取”。我们互相帮助是因为这让我们的部落变得更好，而不是因为我们能从中赚钱。你向我求助，我会免费帮助你，这样世界会变得更美好。
我越来越擅长免费帮助你，我会成为专家级别的免费帮助者。最终当我不在场时，人们会谈论我和我的所作所为，因为我觉得我很擅长帮助人。但我觉得今天这种做法与工作在呼叫中心，按照工厂已建立的手段做自己分内工作的叙述不符。因此在学校体制发展时，任何地方都没有包括“目的”这个词。他们向你提出了错误的问题，学校说你长大后要做什么。那不是正确的问题。你应该被问到的是你将解决什么问题。
So the second step in thinking about and finding hopefully purpose is what problem matters to you. Now at first nothing might spring to mind, if something has jumped into your mind then great, in a minute I'm going to explain how you action that. But if it hasn't jumped into your mind start thinking about what problems have actually affected you, big or small. Now it can be really simple, like the banks aren't open early enough for you or the swimming pool you wanted to go to doesn't let you swim at the time you want. It might sound silly but you start thinking about problems that bother you and your brain wakes up, the entrepreneur muscle in your brain. that helps you figure out how to solve that problem. Now it might be that the banks not opening on time isn't a problem you're going to solve but if your brain starts thinking about that problem and how it can solve it you might begin to understand how to find a purpose.
因此，思考以及希望找到目的的第二步是考虑什么问题对你来说最重要。起初可能什么都不会跳入脑海，如果有什么想法突然出现那很好，接下来我会解释如何去实施。但如果没有想法，那就开始思考哪些问题实际上影响到了你，无论大小。现在问题可能很简单，比如银行对你来说开得不够早，或者你想去的游泳池不让你想要的时间游泳。听起来可能有些愚蠢，但当你开始思考困扰你的问题时，你的大脑会苏醒，创业者大脑的肌肉会加强，帮助你想出如何解决问题。可能银行不按时开门并不是你要解决的问题，但如果你的大脑开始思考这个问题以及如何解决它，你可能会开始明白如何找到目的。
The third thing you can do is start breaking down how to make your life and that purpose match. Now matching what you do in your day with your actual purpose is often easier than you think. I've met hundreds and hundreds of people who tell me what their dream is and it turns out that their dream is often just three percent different from their existing life. You know between chimpanzees and humans there's only three percent difference in the DNA and often for example I met someone that wants to do their own catering business, they're working as someone else's catering business, they're just missing this vision in their life to figure out how to tell what they feel is their purpose to make cakes for someone and make them smile and own that business and into that business they're just missing knowledge. they're also not realizing that actually their purpose is nearly there in fact i would argue that the system sometimes wants you to feel like you're getting enough satisfaction that you don't need to make a change so in other words if you are working for someone else baking cakes even if they're not using the ingredients you would use they don't care about the customer the same way that you do at least you are baking but you've got a break free from this thinking you've got to realize that if you're going to do your purpose you have to learn what i said earlier take risk but most importantly to truly know yourself i once interviewed a billionaire on my podcast and i asked him how did you build your intuition and he said to me i used to go and ask my mum and my dad a question when i was young and they both used to say to me you know the answer you know it never gave him the answers so he had to go away and figure out the answers for himself and that in itself is the point i'm trying to make here you have a purpose yes i can help you get there but you need ask yourself what is that purpose how are you going to make it happen how are you going to get there and you do it by thinking about it asking yourself not what you're going to do when you grow up but what probably we want to solve and then matching your life to that problem the final thing i say you don't have to do this thing on your own let's say you care about climate change and i would just say we don't need to save the planet we need to save humans when the humans have gone the planet will be fine but let's just say you care about saving the planet you can go and work with other people doing something in this space the only thing i would say to you is make sure you ask for equity wherever you work i'll come to that a bit later how you do that and why you should do that but that can be still a way for you to have the life you want you can find your purpose and then go work with someone that's actually doing it so in my organization behind the camera right now it's a whole group of people talented people that care about the same thing as me so they can go off and help help people in their own way like they want to or we can come together as a team and solve the problem together that people don't have the knowledge they need to do what they love what i have noticed is that once you find your purpose and this is what you need to be careful of is that you don't think that it's such a big purpose like solving the world's problems that you don't do it you can team up with other people to do it and i will tell you one plus one equals 11 remember that once you know your purpose you can seek out people and communities and old days tribes to help you go and fix this problem with other people but if you don't know what that purpose is you won't do this and you'll get stuck working on someone else's purpose someone else's destiny and i promise you it's harder to work for someone else than work for yourself despite what you have been told.
你可以做的第三件事是开始分析如何让你的生活和目标相匹配。现实中，将你一天的工作与你真正的目标相匹配通常比你想象的要容易。我遇到了成百上千的人告诉我他们的梦想，结果发现他们的梦想往往只有现实生活的三分之一有所不同。你知道，黑猩猩和人类之间的DNA只有百分之三的差异。例如，我曾经遇到想要开自己的餐饮业务的人，他们正在为别人的餐饮公司工作，只是在生活中缺少这种愿景，没有想明白如何传达他们觉得自己的目标是为了给别人做蛋糕，让他们开心并经营自己的企业，而他们缺少的只是知识。他们也没有意识到其实他们的目标几乎已经实现了，实际上，我认为有时候系统希望你感到满足，不觉得需要做改变，换句话说，即使你为别人烘烤蛋糕，即使他们不使用你会用的材料，他们不像你一样在乎客户，至少你在烘烤，但你必须打破这种想法，你必须意识到，如果你要做你的目标，你必须学会之前我说的那样冒险，但更重要的是真正了解自己。我曾经在我的播客节目中采访过一位亿万富翁，我问他你是如何建立你的直觉的，他告诉我他以前会问他父母一个问题，他们两个都会对他说你知道答案，从来都不给他答案，所以他不得不自己去找答案，这就是我要表达的观点，你有一个目标，是的我可以帮助你实现，但你需要问自己那是什么目标，你将如何实现它，你将如何到那里，你通过思考和问自己来实现它，不是问自己长大后会做什么，而是我们可能想解决的问题，然后将你的生活与那个问题匹配。我说的最后一件事是你不必独自做这件事，比如你关心气候变化，我只想说我们不需要拯救地球，我们需要拯救人类，当人类消失时地球会好起来，但假设你关心拯救地球，你可以与其他在这一领域做事的人合作。我只想对你说，无论你在哪里工作，请确保你要求公平待遇，我稍后会告诉你如何做到这一点以及为什么你应该这样做，但这仍然可以让你拥有你想要的生活，你可以找到你的目标，然后与实际在做这件事的人合作。在我背后的机构，现在摄像机是一群有才华的人，他们关心着与我一样的事情，所以他们可以去帮助别人，他们想要以自己的方式帮助别人，或者我们可以团结起来解决问题，人们没有获得他们所需要的知识来做他们热爱的事情。我注意到的是，一旦你找到了你的目标，你需要小心的是，不要认为这样一个目标像解决世界问题那样重要，以至于你不去实现它，你可以与其他人团结起来实现，我告诉你一加一等于十一，请记住一旦你知道了你的目标，你可以寻找人和社区，甚至是过去的部落来帮助你和其他人解决这个问题，但如果你不知道这个目标是什么，你就不会这么做，你将陷入为别人工作的目标和别人的命运中，我向你保证，与为自己工作相比，为别人工作更难，不管别人告诉你什么。
How to find a co-founder now if you're someone that likes to work alone you can perhaps skip this bit but i would say to you before you do make sure you understand the power of a co-founder sometimes we get caught in our own ignorance bubble we think we know what we know but you don't know when you don't know so be cautious before you skip this section you're absolutely sure that a co-founder cannot bring you value i will tell you first up why a co-founder can bring you value it's a bit like if you get a gym membership you probably don't go to the gym but if you have a buddy who goes to the gym every morning you often have accountability and you go for me that's one of the number one reasons i love having a co-founder now there was a counter argument to having a co-founder you'll hear from many people which is well why would you give up 50% of your company to have a co-founder i personally would rather have 50% of a business i enjoy that's successful than a hundred percent of a nightmare and a failure and i honestly think with all my heart that if you get a co-founder your life is better how do you get a co-founder and what should you look out for is something i'm now going to cover but i want to just say you have to think carefully about the equity structure and later in this video i'm going to talk about equity and it's going to be important and it's going to connect back to this but for now i'm just going to talk in this bit about how to get a co-founder now
如果你喜欢独自工作，可以跳过这一部分，但我想告诉你，在你决定之前，请确保你理解合伙人的力量。有时候我们会陷入自己的无知泡泡中，以为自己知道一切，但你不知道自己不知道的事情，所以在跳过这部分之前，请谨慎考虑一下，确定合伙人不能为你带来价值。我首先会告诉你为什么合伙人能为你带来价值。就好比你买了一个健身房会员，你可能不会去健身房，但如果你有一个每天早上去健身房的伙伴，你会有责任感，然后你就会去。对我来说，这就是我喜欢有合伙人的主要原因之一。现在，有很多人会反对有合伙人，会问为什么要放弃50%的公司去找一个合伙人。我个人更愿意拥有一家我喜欢且成功的公司的50%，而不是拥有一个噩梦般的失败公司的100%。我坚信，如果你找到一个合伙人，你的生活会变得更好。接下来我将讨论如何找到一个合伙人以及需要注意的事项，但我想说的是，你必须慎重考虑股权结构。稍后在视频中，我将谈论股权，这是非常重要的，它会和之前的内容联系起来，但现在我只是谈一下如何找到一个合伙人。
The first step is to identify what I said earlier which is what do you love to do and what do you hate to do be honest be clear hate and love right hate and love. Now once you've identified what you hate to do what you love to do you can identify what is the perfect co-founder because you want someone that has the opposite skill to you but and this is very important when looking for a co-founder I'm going to put it as number two has the same moral code. This process of finding a co-founder is pretty much the process of probably finding a partner in life you're going to spend a lot of time with this person this person is going to become literally your business life partner and if you do it right it is for life like I have in business done businesses with people and even when I've sold that company I've done another business with them if you get it right it is a lifelong partnership and so you want to make sure you're honest and clear about what you hate doing and what you love doing so that the person comes in and works with you one doesn't question you cross over with you lets you run your area and give you respect equally you have the same with what they do you write down exactly in detail what this person looks like and I would go as far as to say you write down how tall they are what they look like how they speak their background where they're from everything you can possibly think of just as if you're picking a partner in life what is it you're looking for write down every detail.
首先要做的是识别我之前说过的内容，也就是你喜欢做什么，讨厌做什么，要诚实要清楚，讨厌和喜爱。现在一旦确定了你讨厌做什么，喜欢做什么，你就可以确定什么样的合伙人是最完美的，因为你希望找一个技能与你相反的人，但这非常重要的一点是，当寻找合伙人时，我将其列为第二点，那就是拥有相同的道德准则。寻找合作伙伴的过程基本上就是寻找生活中的伴侣的过程，你将会和这个人花费大量的时间，这个人会成为你事实上的商业生活伴侣，如果你做对了，这是终身的合作关系，就像我在生意上与人合作一样，即使我已经出售了那家公司，我还是继续和他们做生意。你要确保你对自己讨厌做的事和喜欢做的事诚实和清楚，这样对方进来和你一起工作的时候，不会质疑你，而是尊重你的领域让你发挥，同样你也要尊重他们做的事情，你要详细写下这个人的样子，我建议甚至写下他们的身高长相说话方式背景来自哪里等等，尽可能地想象一切，就像你在选择生活伴侣一样，你在寻找什么，写下每一个细节。
The reason I say the more detailed you are with it the more likely you are to manifest it you aren't going to be looking out for something unless you make it very clear what you're looking for I mean it's the red car theory right if I suddenly tell you the words red car you're probably going to see a lot of red cars but if I don't mention red cars you probably haven't seen one at all today you have to list out what you want so you've identified what you love doing what you don't love doing you've identified your own moral code and a moral code I can go into a little bit more it's quite a complicated thing but there is one quick hack on this I can give you whenever I'm trying to find out whether or not someone's good. I don't care about money I care about reputation so I don't want to accidentally end up working with someone that all they really care about is money and I have this test to check I will say to them what if from this day until you're 70 so let's say you're 30 now in the next 40 years you'll have the most amazing life three houses one in New York one in Hong Kong one in London anywhere you go people will love you private jets everything you need for the next 40 years that's your life and in 40 years time however there is a catch you'll get to 70 and then everyone will find out that you are a financial fraud that you tricked people to get here and that your life genuinely will be very different people will look at you differently maybe then you'll die and maybe it doesn't matter but that's your life do you want to take the deal. I'm surprised how many people say yes I would say 50/50 people say yes they take that deal they'll have 40 years of a good life for a bad reputation at the end be careful with people like that is what happens in my brain right because that is the mordov story that is what mordov did his son's committed suicide name is in the dirt no one ever wants to hear that name again in their life and a lot.
我说详细一点越明确你就越有可能将其实现，如果不清楚地表达你要找的东西，你就不会留意它。我是说这就是红色车理论对吧，如果我突然告诉你“红色车”，你可能会看到很多红色车，但如果我不提及红色车，你可能整天都没见到一个。你必须列出你想要的，这样你就能确定自己喜欢做什么，不喜欢做什么，确定自己的道德准则，道德准则我可以再详细解释一下，这是一个相当复杂的事情，但我可以给你一个快速的窍门，每当我想知道某人是否好人时，我不在乎钱，我在乎声誉，我不想碰巧最终与一个只关心金钱的人一起工作，我有一个测试来检查，我会问他们，如果从今天起直到你70岁，也就是你现在30岁，在接下来的40年里你会过上最美好的生活，拥有3所房子，纽约、香港和伦敦各一，在任何地方你去人们都会喜欢你，私人飞机，为未来40年所需一应俱全，这就是你的生活，但是在40年后有一个条件，你到70岁时所有人都会发现你是个金融欺诈者，你欺骗人们才获得这一切，你的生活真的会截然不同，人们会以不同的眼光看待你，也许之后你会死，也许无关紧要，但这就是你的生活，你要接受这个条件吗？我很惊讶有多少人说是，我会说有一半人说是，他们接受这个条件，他们将拥有40年美好生活，但最终却拥有坏声誉，要小心这类人，这就是我的脑海中所发生的事情，这就是莫尔多夫的故事，他的儿子自杀，他的名字被玷污，人们再也不愿意听到他的名字，许多…
Of people were hurt so I use open questions and philosophy to figure out whether or not it's someone I want to work with and you should do it too because you don't want to be in partnership with someone that doesn't care in the same way that you care. I'm not here to judge what is right and what is wrong. I'm here to tell you how you can check what's right for you aligns in your business in your culture of your business and more importantly in your day-to-day personal life. So you've identified what you love and what you don't love you've checked them all code in every way you can or the person you want you've drawn lines in the sand what you're not willing to do and you know what this person looks like the final thing is post it now post it is very simple you start telling people you're looking for this person you post it on LinkedIn you post it everywhere you ask people you make it clear this is what you're looking for you look out for it in cafes when you're out having dinner when you're at the supermarket you look out for this person because they're out there. You just have to have your eyes wide open of course you can go and help bank.com and ask people if they know someone like this you can use the tools around you to get what you need but ultimately you've now set yourself up with every chance of finding a co-founder now you're going to have to sort out the equity structure and get that right I'm going to come to that in a minute but that is how you find a co-founder and in my opinion it's one of the. most powerful things you can do to ensure success in your business
有人受伤了，所以我使用开放性问题和哲学来确定是否这是我想要合作的人，你也应该这样做，因为你不想与一个不像你一样在意的人合作。我不在这里判断什么是对的，什么是错的。我在这里告诉你如何检查对你来说什么是对的，在你的业务、你业务的文化中，更重要的是在你日常生活中。所以你已经确定了你喜欢什么，不喜欢什么，你已经以各种方式检查了一切，或者确定了你想要的人，你已经划定了你不愿意做的事情，你知道这个人的样子，最后一件事就是公开宣布。公开宣布非常简单，你开始告诉别人你正在寻找这个人，你在LinkedIn上公布，你在各处公布，你询问别人，明确表明这是你在寻找的，你要在咖啡馆、晚餐时、超市时留意，因为这些人就在外面。你只需要睁大眼睛，当然你还可以去help bank.com询问人们是否认识这样的人，你可以利用身边的工具获取所需，但最终，你已经为自己找到一个合作伙伴提供了一切机会。现在你需要解决股权结构的问题，确保一切正确，我稍后会讨论这个问题，但这就是如何找到一个联合创始人，在我看来，这是确保你的业务成功的最强大方法之一。
Next up how to sell now anybody can sell it's a system it's a philosophy and anyone can do it i don't care your background you can be an introvert you can still sell and understand the systems of selling and if you are presently selling i promise you you are missing a few tricks i'm going to try and help you with now first up how to sell is not what you have been taught it is not here's my product this is how much it is and this is what it does the first thing in sales that you need to learn and the number one thing i learned through the hard way of doing it is sell the sizzle not the steak so what does that mean well let's pick one of the best products ever sold apple products Steve Jobs used to always set up events where he'd invite 3,500 people into a room all the right tech reporters all the right people and he would then present to them the sizzle he would not say here's a phone with an intel processor that has this and has that he would talk about how this product was for the game changers for those that wanted to do things differently for the creative types it was very specific about what the sizzle is he didn't sell the steak
接下来是如何销售，现在任何人都可以销售，这是一个系统，一种哲学，任何人都可以做到。我不在乎你的背景，你可以是内向的，但仍然可以销售并理解销售的系统。如果你目前正在销售，我向你保证你可能会错过一些技巧。我将尽力帮助你。
首先，如何销售不是你所学到的那样。它不是 “这是我的产品，这是价格，这是功能”。在销售中，你需要学会的第一件事情，也是我通过切身经历学到的第一件事情是销售卖点而不是产品。
什么意思呢？让我们来看看有史以来最畅销的产品之一，苹果产品。史蒂夫·乔布斯经常组织活动，邀请3500人进入一个房间，所有合适的科技记者和相关人士，然后他会向他们展示卖点。他不会说 “这是一个有英特尔处理器的手机，具有这个功能和那个功能”，他会谈论这个产品适合改变游戏规则的人，适合那些想要做不同事情的人，适合有创造力的人。他非常具体地描述了卖点是什么。他不是卖给你产品。
now in that process of selling there's a couple of other lessons that Steve Jobs teaches us of course he doesn't sell to millions through social media he picks a community 3,500 people in a room he sells to them he connects to them he talks to them and they go and talk to the rest of the world getting someone on your side selling for you is one of the most powerful ways to sell the number one sales person in my last company was my accountant why because i gave her the tools to sell i told her what we did and how we did it i showed her the sizzle through the numbers we helped clients be more successful we helped businesses starve off bankruptcy we made sure companies did well and she was proud of that she would sell the sizzle she'd sit with her other CFO friends at lunch and she'd say we saved a company from going bankrupt we made one company an extra million pounds a month they didn't expect she would tell people the outcome she wouldn't say oh i work for fluid and we have marketing ideas that's not exciting she talked about the results she talked about the philosophy the sizzle
现在，在销售过程中，史蒂夫·乔布斯教给我们的还有一些其他的课程。当然，他并不是通过社交媒体向数百万人销售，而是选择了一个有3500人的社区，他向他们销售，与他们建立联系，与他们交谈，然后让他们去告诉世界其他人。让别人站在你这一边帮你推销是一种最有力的销售方式。在我的上一家公司，最顶尖的销售人员是我的会计师。为什么呢，因为我提供了销售的工具，告诉她我们的做法和方式，透过数字展示了吸引力，我们帮助客户更加成功，防止企业破产，确保公司的健康发展，她为此感到自豪。她会描述这些吸引力，当她和其他CFO朋友吃午饭时，她会告诉他们我们挽救了一家濒临破产的公司，一个月帮另一家公司增加了100万英镑，这是他们没有预料到的。她会告诉人们结果，而不仅仅是说，哦，我在Fluid工作，我们有市场营销的想法。这并不令人兴奋。她谈论结果，她谈论理念，她谈论吸引力。
the second element of learning to sell is understand the process of selling so many people don't so many people start on what i call the third step and you need to do two steps first before you ever start implementing the third step in sales so the first step in any sales is understand your customer now it sounds so obvious and i'm shocked how many people don't do it i often get emails that say dear john or they say dear simon i really love what you're doing x and they haven't actually researched what i'm really doing however when someone sends me something and understands what i'm doing it's clear on how they can bring value to me i sit up and i listen and that is the number one thing that people don't do in the first step of sales enough research they do not spend enough time understanding if the person they're talking to actually needs them they spend way too much time selling to people that don't actually need what they've got to sell don't waste your time with people that don't need what you've got focus on the people that do need what you've got first step is do they need you get to know them the second step in this three step process to get any sales done is understand the person you're working with in the context of do you like them this element of sales is so powerful if you can have a real connection with the person you're selling to a genuine connection not a fake connection it is something that will help you get through all sorts of difficult times in that relationship you need to like each other you need to genuinely like each other and if you meet someone who needs what you need but they don't like you and you don't like them one the sale probably won't go ahead
学习销售的第二要素是理解销售过程，因此很多人并没有。很多人直接从我所称的第三步开始，但其实在开始实施销售的第三步之前，你需要先完成两个步骤。所以，销售的第一步是了解你的客户。现在听起来很明显，但我惊讶地发现很多人并没有这样做。我经常收到一些邮件，上面写着亲爱的约翰或者亲爱的西蒙，我真的非常喜欢你正在做的事情X，但他们实际上并没有调查我真正在做什么。然而，当有人发来的邮件显示他们了解我在做什么，并清楚地说明他们可以为我带来的价值时，我就会坐立不安，倾听他们说的话。这就是人们在销售的第一步中经常缺少的事情——充分的研究。他们没有花足够的时间去了解他们正在与之交谈的人是否真的需要他们。他们花费太多时间在向那些实际上并不需要他们所销售的东西的人推销产品。不要浪费时间在那些不需要你的人身上，关注那些确实需要你的人。第一步是他们需要你吗？了解他们。这个销售过程中的三个步骤的第二步是了解你正在合作的人，包括你是否喜欢他们。这一销售要素非常强大，如果你能真正与你要销售的人建立联系，一个真实的联系，而不是虚假的联系，这将帮助你度过在这种关系中遇到的各种困难时刻。你们需要彼此喜欢，真正地喜欢彼此。如果你遇到了需要你的人，但他们不喜欢你，你也不喜欢他们，那么这笔交易很可能不会达成。
but even worse the sale might go ahead then you'll be working with someone that doesn't like you and you don't like them if they're rude they're abrupt you go out for dinner they're rude to the waiter if it doesn't appeal to you drop them do not work with these people it might be hard you might want the revenue but i promise you will not build a business that will last if you sell to the wrong people so first step do they need you do you need them second step do they like you do you like them if you do these two things well the final step and let's call it the deal it will happen because they like you and they need you they will work with you to make a deal happen i have done enormous deals every single time in my career i've done the first two steps right it's no problem in fact i have said how much i would like for sake example of contract and that clients come back to me and given me even more told me the budget giving me insight into how to make sure we get the work so it's so important not just go in there cold with what you've got to sell but go in there understanding the person and making sure it lasts if you follow these three steps i promise you you'll get every single sale done
更糟糕的是，销售可能会继续进行，然后你将与一个不喜欢你的人合作，而你也不喜欢他们，如果他们粗鲁、莽撞，你们出去吃饭时他们对待服务员很粗鲁，如果他们不吸引你，就放弃他们，不要与这些人合作，可能会很困难，你可能想要这笔收入，但我向你保证，如果你把产品卖给错误的人，你不会建立一个持久的业务。所以第一步是，他们需要你吗？你需要他们吗？第二步是，他们喜欢你吗？你喜欢他们吗？如果你做到了这两点，最后一步，我们称之为“成交”，就会发生，因为他们喜欢你，他们需要你，他们会和你合作达成交易。我在我的整个职业生涯中每次都做出巨额交易，我做对了前两步，这并不是问题，事实上，我曾说过举例来说这个合同时我想要多少钱，然后客户回来给我甚至更多，告诉我预算，给我见解，如何确保我们得到这份工作，所以不仅仅是去那里销售你所拥有的东西，而是要了解这个人，并确保持久。如果你遵循这三个步骤，我向你保证，你将完成每一笔销售。
now there's one more final thing i want to tell you tell you about sales you've got to think long term there was a study done by harvard they analyzed the best salespeople in the world and the top 50 salespeople in the world would on average approach someone to get a deal done five times they would send them an email for example and then a few weeks later they'd send them a follow-up email and then maybe they'd send them a brochure or contact them through social media they would basically contact maximum of five times before they would actually consider that lead dead and that was their mistake and we're talking about the leading salespeople but the top 1% of salespeople which it turns out i am one of these people i didn't know it at the time i now know it looking at the research the top 1% of salespeople do something very different when i started fluid i wrote down all 50 companies i wanted to work with in the building of this business and there were big names on there and from day one i built a system to reach out to them by hook up by crook in some way every single month for example at christmas i would wish them a made christmas send them a card chinese new year i'd send them something when i learned something about their industry that i thought could be useful to them bit of research i would send it to them i would always make sure that every single month i made contact with them in some way not to sell necessarily but to build a relationship to get to know what their needs were in some cases i got those clients quite quick but in the majority of the businesses it took me for example nine years to get some of those companies on board every single month for nine years i would approach those companies and that's the secret to it it's a long game you have to apply yourself build a system in sales that lasts it cannot be one email they don't reply or they one email and they say no you've got to keep staying in contact with them building things like email lists are still very powerful it no it's not as cool these days as being popular on tiktok but i promise you having an email list where you can contact that person regularly keep an update of what you're doing keep an update of what they're doing we'll ensure a sale at some point in the future as always you're politely persistent i promise you you follow these rules and sales your life will change i'll add in sales people don't bring their personality into the mix enough you've got to be yourself be honest be authentic in sales it's not about selling someone a car that doesn't work that is bullshit that is how people are projecting what sales looks like sales is about selling someone a car they actually need i have seen in my own life on a gondabyte car the best sales sales people tell me you don't want this car you want that car in another showroom where they don't get the commission i've actually had that happen and when i saw that happen i hired that person because that person is thinking long-term they're not trying to sell me a car to make the commission they're building a relationship with me and that is what you need to do to be successful in sales
现在我还有最后一件事要告诉你，关于销售。你必须要考虑长期发展。哈佛进行了一项研究，他们分析了全球最优秀的销售人员，全球排名前50的销售人员平均会接触某人达成交易五次。比如，他们会发一封电子邮件，然后几周后再发一封跟进的邮件，或者可能会寄一份宣传册或通过社交媒体联系他们。他们通常会联系不超过五次，然后才会考虑放弃这个目标，这也是他们的错误。我们说的是最优秀的销售人员，但那些排名前1%的销售人员，原来我是这些人中的一员，当时我不知道，现在研究后我知道了。排名前1%的销售人员做的事情与众不同。我创办Fluid时，我写下了50家我想合作的公司的名单，名称很响亮，从第一天起，我建立了一个系统，每个月都要以某种方式与他们联系，或用计策或用什么方法。比如，圣诞节我会祝福他们圣诞快乐，并寄一张卡片，农历新年我也会寄点东西给他们，当我了解到他们行业的信息对他们有用时，我会发送给他们一些研究报告。 我会确保每个月都用某种方式接触他们，不一定是为了销售，而是为了建立关系，了解他们的需求。有些客户我迅速获得，但在大多数情况下，我用了例如九年时间才让这些公司成为我的客户。九年来，我每个月都会接触这些公司，这就是成功的秘诀，这是一场长久的游戏，你必须投入自己，在销售中建立一个持久的系统，不能只是一封电子邮件没有回复或者他们回复一封说不。你必须一直与他们保持联系，像构建电子邮件列表这样的事情依然十分有效。虽然如今不像在TikTok上受欢迎那么酷，但我向你保证，拥有一个电子邮件列表，可以定期联系某个人，保持你在做什么和他们在做什么的更新，最终会确保未来的销售。永远要有礼貌地坚持，我向你保证，如果你遵循这些规则做销售，你的生活将会改变。再者，销售人员没有充分展现自己的个性，你必须做自己，诚实，真实。在销售中不是卖给某人一辆不工作的车，那是胡扯，那是人们如何看待销售的方式。销售是关于向某人销售他们实际需要的车。我在自己的生活中见过，最好的销售人员告诉我你不想要这辆车，你想要那家店里的那辆车，他们那里拿不到佣金。我确实有过这样的经历，当我看到这种情况发生时，我就雇用了这个人，因为这个人是在考虑长远，他们不是为了佣金而向我推销一辆车，而是在与我建立关系，这就是你在销售中需要做的，才能取得成功。
Next up, how to market. This is a deep subject, but I'm going to try and give you all the knowledge I've gained in decades of building some of the most complicated marketing structures there is. Now marketing is one of the most important pieces in making a business work. When I think about this subject, it's so complicated. I honestly think because I know everything about this subject, it's like rocket science. I will start off perhaps by teaching you that in marketing 50 percent of what you spend will probably be wasted. So if you've got a million views but the wrong views, it's wasted. So marketing is about really experimenting.
接下来，我们谈一谈如何进行市场营销。这是一个深奥的话题，但我会尽力将我几十年来在建立一些最复杂市场营销结构中所获得的知识传授给你们。现在市场营销是使一个企业运作的最重要部分之一。当我想到这个话题时，觉得它非常复杂。我真诚地认为，因为我对这个话题了如指掌，就像是在搞火箭科学。也许我会从教给你们这一点开始，即在市场营销中，你花费的50%可能会被浪费掉。所以，如果你得到了一百万次浏览，但是是错误的浏览，那就是白费了。因此，市场营销真的是通过不断实验来进行的。
Now I mentioned earlier when talking about sales, sell the sizzle not the steak. Of course, that applies in marketing too. But marketing is actually about connecting with people over time. The biggest example is branding. If you get the branding right, people will resonate. You're probably a victim of this. You would rather buy an apple than an X other brand, right? You become a victim of good marketing. And when, for example, the iPod launched, people all thought the product did the selling. Or such a good product that's why it did so well. No, when they launched the iPod, they spent more money marketing that product than any company ever spent on marketing a product ever. Marketing is not one thing, marketing is a complex structure combining PR, brand messaging, product market fit (if you don't know product market fit, I can cover this later), but basically you've got to make sure that the people you're talking to will resonate to the product that you're selling or the service that you're selling.
在谈论销售时，我之前提到过，要卖的是香味，而不是肉。当然，这也适用于营销。但实际上，营销是与人建立长期联系的过程。最典型的例子就是品牌营销。如果你做好了品牌营销，人们会共鸣。你可能也中过招。你宁愿买一个苹果，而不是其他品牌，对吧？你成了一个优秀营销的受害者。例如，当iPod推出时，人们都认为产品本身卖得好。或者说这是一个很好的产品，所以才取得了成功。但事实并非如此，当他们推出iPod时，他们在该产品的营销上花费的资金是迄今为止任何公司对产品营销所花费的资金之最。营销不是简单的一种事物，而是一个复杂的结构，结合了公共关系、品牌信息传播、产品市场适应性（如果你不了解产品市场适应性，我可以稍后再解释），但基本上你必须确保你与之交流的人会与你所销售的产品或服务产生共鸣。
Marketing, in my opinion, is actually the number one thing. It's understanding who your customer is. Often in business, you'll see businesses focus on niches to start with. Now, it doesn't have to stay in that niche, but it's a great place to start. So Facebook, for example, it started off in universities and by connecting people in universities, of course, now it became connected to everybody all over the world. But they understood their customer, they knew what that customer was looking for. And in the early days of Facebook, they put a feature on there called "Single It Off" or "Available." I can't remember the exact terminology, but they basically created a feature that let you know if that person was in a relationship or not. And that was designed to help the university students understand the dynamics between their fellow university students. They knew their market, audience, and they then marketed that feature. People then go around saying, "Did you see Sarah? She's suddenly single." And that would be the marketing for their product. They built a tool in the platform that became what people spoke about that created the marketing for you. And in my opinion, that's the holy grail of marketing.
在我看来，市场营销实际上是最重要的事情。它是了解谁是你的客户。在商业中，你经常会看到企业从事某个特定领域的业务。现在，它不一定要一直停留在这个领域，但这是一个很好的起点。比如，Facebook最开始只是在大学中开始运营，通过连接大学里的人，当然，现在它与全世界的人都联系在一起。但他们了解了他们的客户，知道这些客户在寻找什么。在Facebook的早期，他们在平台上创建了一个叫做"单身"或"可用"的功能。我记不清确切的术语，但他们基本上创建了一个功能，让你知道那个人是否正在交往。这是为了帮助大学生了解彼此之间的关系动态。他们了解了他们的市场、受众，然后推广了这一功能。人们会议论着“你看见莎拉了吗？她突然单身了。”这就是他们产品的营销。他们在平台上建立了一个工具，成为人们讨论的话题，从而为你创造了营销。在我看来，这就是营销的圣杯。
This brings me on to point two, I call this the Staircase Philosophy. So the best way to me, the best way for me to teach you this is to tell you what I have recently done. So weirdly, a few months ago, a staircase came up for sale in London. It's the first time a staircase had ever been for sale in London. It's ridiculous. And I heard it on the news that this staircase was for sale, and I told my brain instantly, we're going to buy it. Now I didn't have an exact plan of what I was going to do with the staircase, but what I knew was that staircase symbolized something for my business, which was step by step you can get anywhere you want.
这让我想到了第二点，我称之为楼梯哲学。对我来说，教给你们这个东西最好的方法就是告诉你们我最近做过的事情。几个月前，伦敦有一段楼梯出售。这是伦敦第一次有楼梯出售。太荒谬了。我在新闻上听说这段楼梯出售了，立刻告诉自己的大脑，我们要买下它。虽然我并没有确切的计划要怎么处理这段楼梯，但我知道这段楼梯对我的事业意味着，一步一步你可以走到任何地方。
But also, I knew I could newscast that staircase was a sensation, people didn't know why someone was selling a staircase. And two days after hearing on the news, I owned it. I spent 26,000 pounds buying it at auction, and then we did a couple of clever things that hopefully symbolize how marketing works. First up, as soon as we bought the staircase, the news channel that reported it was for sale jumped on us. I knew they would, and they wanted to know why we had bought a staircase.
但我也知道我可以播报那个楼梯是一个轰动的新闻，人们不知道为什么有人在卖楼梯。两天后听到这则新闻，我就买下了它。我花了26,000英镑在拍卖会上买下了它，然后我们做了一些聪明的事情，希望这些措施能够象征市场营销的运作方式。首先，就在我们购买楼梯之后，报道此事的新闻频道主动联系了我们。我知道他们会这样做，他们想知道我们为什么买了这个楼梯。
And that gave us an opportunity to get on the front page of the New York Times, on the front page of the BBC, in every single newspaper around the world, millions of US dollars worth of coverage for our platform because we bought a staircase. It doesn't seem relevant, but doing these wild things, these crazy things, can actually make a huge difference. One of the things that I always loved in marketing was when flash mobs were a thing. And what happened was suddenly, you get a whole shopping mall, people would start dancing, everyone would wonder what it was, right? That is brilliant marketing.
这给了我们一个机会登上纽约时报头版、BBC头版，以及世界各地的每一份报纸，为我们的平台赢得了价值数百万美元的宣传，仅仅因为我们买了一座楼梯。这似乎不相关，但做一些疯狂的事情实际上可以产生巨大影响。我在市场营销中总是喜欢快闪活动。突然间，整个购物中心都开始跳舞，每个人都会好奇是怎么回事，对吧？这就是精彩的营销。
Now, it might not sell your product exactly in that exact moment, but over time, it allows you to have a reach and expansion and uniqueness to you that will help you stand out. Because that's what it's about, it's about standing out. So by buying a staircase, we then evolved it. We got all this PR, millions of dollars worth of free PR for a staircase. Then we put a doorbell at the bottom of that staircase and we said if you've got a dream, press a button. We'll then upload your dream to our four million following and get you free exposure well that was what the press needed to do a follow up story on it once you bought the staircase what did you do with it that they wrote all about that but also we built a whole new way of helping people on the back of a staircase that was for sale i knew it symbolized helping people step by step and then the final step in marketing we all need partners marketing isn't about promoting something on your own we then want to get a partner like ring doorbell or amazon who own ring doorbell on board to sponsor the doorbell to sponsor the staircase to help us reach even more people and then suddenly they pay for our marketing and so marketing isn't a standalone thing marketing isn't a non-living organic product you have to see it as living you have to see it as evolving and you have to see it as something that you do that pushes the envelope now marketing is connected to sales if you have a sales team in a way when they ring someone up how they speak to someone how they treat someone that is also marketing that's brand marketing however that person receives your phone call receives your your interaction with them will affect your brand and that is marketing night for example how do they do marketing well they endorse the very best athletes in the world of course in some cases they make shoes with those very successful athletes they are lining themselves up with these people that are incredibly successful what does apple do apple links to creative
现在，也许不会在当时精准地推销你的产品，但随着时间的推移，它允许你拥有一个影响力、扩展和独特性，这将帮助你脱颖而出。因为这就是关键，就是要脱颖而出。所以通过购买一个楼梯，我们进行了改进。我们得到了大量的公关报道，价值数百万美元的免费公关报道为一座楼梯。然后我们在楼梯底部安装了一个门铃，并说如果你有一个梦想，按下按钮。然后我们会将您的梦想上传至我们的四百万粉丝，并为您免费推广，这正是新闻界需要的，他们在购买楼梯之后，您如何使用它，他们会写下所有这些， 但我们也建立了一种全新的帮助人们的方法，基于一座待售的楼梯，我知道它象征着逐步帮助人们，然后在营销的最后一步，我们都需要合作伙伴，营销不仅仅是你自己促销某样东西，我们想要得到合作伙伴，如门铃公司或亚马逊拥有门铃公司，赞助门铃，赞助楼梯，帮助我们触达更多人群，然后突然间他们为我们的营销买单， 所以营销不是独立的东西，营销不是一种无生命的有机产品，你必须将它看着是有生命的，你必须将它看着是在演变的，你必须将它看着是你所做的推动界限的东西，现在营销与销售联系在一起，如果你有销售团队，当他们打电话给人们时，他们如何与人们交谈，如何对待人们，那也是营销，那是品牌营销，然而那个人接听你的电话的方式，接受你的互动会影响您的品牌，那就是营销，比如他们如何做营销，他们背书世界上最优秀的运动员，当然在某些情况下，他们与这些非常成功的运动员合作推出鞋子，他们正在与这些非常成功的人合作，苹果公司又做什么，苹果公司与创意联系起来。
people so therefore everybody wants to have some sort of creativity in their life beauty in their life so they buy the product they think is for the creative people right i bm note but was a better product but we want that i didn't symbolize something cool and sexy and creativity so i think marketing is about again some like similar to sales selling the sizzle but it's also about understanding who your customer is how to reach that niche and then how to work with that niche to expand into the wider world if you want to scale it's the staircase method what's your staircase what's going to make you stand out how can you evolve that thing that makes you stand out and go even further
因此，每个人都想在生活中拥有某种创造力和美丽，所以他们购买他们认为是为有创造力的人而设计的产品，对吗？我认为IBM笔记本电脑是一个更好的产品，但我们想要的是它象征着一种酷炫和性感的创造力，所以我认为营销就像销售一样，要卖概念，但也要了解你的客户是谁，如何接触到这个特定的市场，然后如何与这个市场合作，以扩展到更广阔的世界。如果你想要扩大规模，那就是楼梯式方法，你的楼梯是什么？什么会让你脱颖而出？如何进化出那个让你脱颖而出的东西，并走得更远？
number three is systems when you're doing marketing it is such an overwhelming thing there's so many different ways you can do it you can do email marketing you can do social media you can do pr you can do branding you can do events i mean the list never ends so how do you decide which one to do well first of all whatever you do you've got to build a system to do it so if it is email marketing then you have a good data collection system you have a good data management system and then you have a good way of pushing out the content to that database and whatever. one of these things you do if you do all of them or you do one of them do them well do not do all of them and order them badly i see so many people with on their website twitter and facebook and instagram links and then you click through to them and they're dead you're better off doing one well now i think marketing is something where you should spread your bet you want to do many different ways where i call entrances into your business you want to do many of them as many of them as you can but do not over stretch yourself it's better to do one platform on social media really well then try and spread yourself in but if you set up a system for doing your social media there is a chance you can do all of them well with the same amount of resources doing one of them well so for example on my social media i have one core video and then we edit it in at for each of the channels so we don't have to record separate videos for each of the channels but we do in at edit them so they're actually tailored to that particular platform's nuances be it their font or their image so you can actually set up a system to do all of these marketing things but the key of course is not only just systems but making sure you pick what works for you
第三点是系统。当你做市场营销时，这是一件让人感到不知所措的事情，有许多不同的方法可以做，比如电子邮件营销、社交媒体、公关、品牌营销、活动策划等等。那么你如何决定做哪一种呢？首先无论你选择做什么，你都必须建立一个系统来做。比如，如果是电子邮件营销，你需要一个良好的数据收集系统、数据管理系统，以及一个良好的向数据邮箱推送内容的方式。如果你选择做其中的一种或者全部，都要做到精益求精，不要全勤质次，让自己同时做不负责任。
我见过太多人在他们的网站上放置了链接到推特、脸书和Instagram的连接，但是当你点击进去后，都失效了。最好是将其中的一种做好。我认为市场营销是需要分散风险的事情，你要使用多种不同的方式，就像是给你的业务开设多个入口。你要做尽可能多的入口，但不要过度拉伸自己。在社交媒体上只做一个平台做到极致要比分散自己在多个平台上做得好。如果你建立了一个社交媒体系统，你可能有机会用同样的资源水平来做好所有这些市场营销。比如，对于我的社交媒体，我有一个核心视频，然后对每个渠道进行编辑处理，这样我们就不需要为每个渠道录制单独的视频，但我们会对它们进行编辑，使其与该特定平台的细微差别相符，比如他们的字体或图像。你确实可以建立一个系统来做所有这些市场营销，但关键当然不仅仅是建立系统，还要确保选择适合自己的方法。
Now when it comes to marketing one of the big mistakes I see people get taught is marketing is about having the staircase only it's not about having the staircase only it is about applying what you like to do as a founder or maybe what your team likes to do into your marketing strategy. As an example, if you don't like talking on camera that's not your thing as long as you're not hiding away from learning something new and you genuinely don't like to do it but for example you love to write then doing an email marketing strategy is probably right for you. Posting on LinkedIn is probably the correct platform for you. Sure you'll hear people talking about how good TikTok is and how much benefit they've got from it but it doesn't work for you. It's not sustainable for you. It's not something you're going to enjoy and marketing is something fun. This is something I want you to take away. No one talks about it but marketing is meant to be fun.
现在说到营销，我看到许多人被教导的一个大错误是认为营销仅仅是关于拥有楼梯，其实不仅仅是关于拥有楼梯，而是将你作为创始人喜欢做的事情，或者你的团队喜欢做的事情融入到你的营销策略中。举个例子，如果你不喜欢在摄像头前说话，那就不要勉强自己，只要你不逃避学习新东西，且确实不喜欢这样做，但如果比方说你喜欢写作，那么进行电子邮件营销策略可能更适合你。在领英上发帖可能适合你。当然你会听到人们说抖音有多好，他们从中获得了多大的好处，但这不适合你。这对你来说不可持续。你不会享受其中，而且营销是有趣的。这是我希望你带走的一点。没有人谈论这个，但营销应该是有趣的。
I took my son to buy that staircase, we had a laugh. Once we got the staircase, we had a laugh cleaning it up. We had a laugh putting a blimp on top of it. We had a laugh putting a doorbell on the front of it. We enjoyed the whole thing and if you don't enjoy it what's the point? Marketing is about enjoying it. That's why I see brands do well. I'll give you an example, Starbucks marketing in the early days was two things. First, they would take good locations sometimes quite close to each other so instead of getting a billboard advertising Starbucks they'd open up another Starbucks and even if it was a loss, making as long as it wasn't more expensive in its loss than a billboard they were better off having a store so then people could have the experience. They never did any billboards.
我带着儿子去买那个楼梯，我们笑得很开心。一旦我们买到了楼梯，清理起来也很有趣。我们笑着在楼梯顶部放上了飞艇，笑着在前面安装了门铃。我们享受着整个过程，如果你不享受它，那还有什么意义呢？营销就是要享受其中。这就是为什么我看到的品牌都做得很好。我给你举个例子，星巴克早期的营销有两个重点。首先，他们会选取好的位置，有时候位置很靠近，这样他们就可以不用花钱租用广告牌，而是开另一家星巴克，即使亏损也无妨，只要亏损的成本不比租用广告牌更高，他们宁愿开店让人们去体验。他们从不用广告牌。
It's changed now and I would argue it's not as good a brand anymore but they opened up locations and that was one of their marketing strategies. The second thing that they did that was really clever is they looked after their staff. Which sounds really obvious, doesn't it? But they did. They talked about their staff as partners, the baristas were partners. In some respects the internal training manual talked about their baristas as the customer and it worked. In the early days of Starbucks, to say what you like about them today but in the early days of Starbucks when I used to walk in there a barista would know my name, they'd know what drink I wanted and they were just working for Starbucks but they cared because they were looked after.
现在情况已经改变，我认为它不再是一个好品牌了，但他们开设了更多的店铺，这是他们的市场营销策略之一。他们做的第二个非常聪明的事情是关心员工。这听起来很明显，不是吗？但是他们确实这样做了。他们把自己的员工称为伙伴，咖啡师是伙伴。在某种程度上，内部培训手册中提到，把咖啡师视为顾客，这起到了作用。在星巴克早期的时候，说出你对今天他们的看法，但在星巴克刚开始的时候，当我走进去时，一名咖啡师会知道我的名字，他们知道我想要什么饮品，他们只是在为星巴克工作，但他们关心，因为他们得到了关怀。
They were given medical care, for example. They were given full-time medical care even if they were part-time staff. They were given insurance and looked after and they were given days off if they didn't feel very well. They were looked after and I think that this is also part of marketing. It might not sound it but if your people don't represent you then good luck making everything else represent you because those people will create all the things that represent you. So do include funding to your business, do look at the nuances of your business and figure out what is going to be your staircase and ultimately apply your marketing love to something that's sustainable, that's going to be enjoyable, that's going to be able to actually deliver the very thing that you want to deliver which I think should always be the promise of a better future for your customers.
他们受到了医疗照顾，例如。即使是兼职员工，他们也能获得全天候的医疗照顾。他们被提供保险和照顾，并且如果感觉不舒服，他们可以休息一天。他们被照顾着，我认为这也是市场营销的一部分。这可能听起来不太像，但如果你的员工不代表你，那请祝你好运，因为这些人会创造出代表你的一切。因此，请将资金注入你的业务，审视你的业务细节，找出什么会是你的楼梯，并最终将你的市场营销热情应用于一些可持续的事物，它将会是愉快的，它将能够实际地交付你想要交付的东西，我认为这应该始终是为客户提供更好未来的承诺。
Next up how to PR your business. Now some of these things are interconnected and sales and marketing all connect to how to get PR but I'm going to give you some hacks and some insights in how PR works and it is quite a complicated subject but it's something if you get right it can be a game-changer for your business. Now first up, I'll say getting PR has to be very targeted. I know plenty of people that have got PR for the money they've raised in their company and it will go out to platforms like Tech Crunch. It'll make them feel good but it had no impact on their business other than to make them feel good which is fine I. guess but I do think PR should be more strategic. I'd rather spend time reaching the press and actually getting a tangible result and not just playing to the echo.
接下来要讲如何为你的企业做公关。现在销售和营销与如何获得公关是相互关联的，但我将为你提供一些技巧和见解，让你了解公关的运作方式。公关是一个相当复杂的主题，但如果你做得对，它可能会改变你的企业的游戏规则。首先，我要说获得公关必须非常有针对性。我知道很多人为他们的公司筹集的资金而获得了公关，然后它会出现在像Tech Crunch这样的平台上。这会让他们感觉良好，但对他们的业务没有任何影响，除了让他们感觉好，这也没什么不好的，但我认为公关应该更具战略性。我宁愿花时间联系媒体，实际获得切实的结果，而不只是为了给自己找点安慰。
So recently, for example, I was featured on the BBC News. They talked about what we were doing at the doorbell where people could pitch their dreams and this led to hundreds of people finding out about it, going to ask their case pitching their dream and helping to make their dream happen. Now that, in my opinion, is targeted marketing. Equally, I have done recently an article in a business journal that got a zero reaction. Now, I was proud to be in the business journal. I don't want to say which one it is so I don't insult them but ultimately it actually led to no value as far as what I wanted to do which is help people do what they love and make sure people know there's a service out there for free to help them do what they love. So PR is very important to be targeted and so I write that down first.
最近，例如，我被BBC新闻报道了。他们谈到了我们在门铃处所做的事情，人们可以在那里提出他们的梦想，这导致了数百人了解到这一点，前来询问他们的情况，提出他们的梦想，并帮助实现他们的梦想。在我看来，这就是有针对性的营销。同样，我最近在一家商业杂志上发表了一篇文章，但没有收到任何反应。我为自己能出现在这家商业杂志上感到自豪。我不想说它是哪一家杂志，以免冒犯他们，但最终它实际上没有给我带来任何价值，因为我想要做的是帮助他人做自己喜欢的事情，并确保人们知道有一个免费的服务可以帮助他们做自己喜欢的事情。因此，公关非常重要，需要有针对性，所以我首先写下了这一点。
Now targeting can also be subjective because a bit like... marketing itself and sales of course sometimes you do need to cast the net wide and get as much coverage as you can but if you do start to target your actual needs it's much easier to get pr i'll give you example if for example you want to let people know that you are now selling cherries on the side of the street the best thing to do is get some pr in the local area that you live now as much as it might be nice to so you've started a cherry farm selling cherries on the side of the street to make that farm work probably could get you in a mainstream news channel it won't necessarily lead to sales in the location in which you sell those cherries so targeting and understanding exactly who you're trying to reach is actually the key and it's more likely that if you are selling cherries in esusics that esusics times will cover you it's more relevant more chances of actually getting the pr then say for example the bbc covering it because it's not necessarily going to be that interesting you could tend to spend a lot of time and money reaching those people and then not covering you
现在，目标市场也可以是主观的，有点类似于…市场本身和销售当然有时候你确实需要广撒网，尽可能覆盖范围，但是如果你开始针对你实际的需求，就更容易获得成功。我给你举个例子，比如你想让人们知道你现在在街边卖樱桃，最好的做法是在你居住的当地区域进行一些公关活动。尽管可能会很好，例如你已经开始了在街边卖樱桃的樱桃农场，为了使农场运营良好，可能可以让你登上主流新闻频道，但这不一定会导致在你销售樱桃的地点产生销售。因此，精准地了解你想要接触的人群才是关键，如果你在esuxics地区卖樱桃，esuxics时报更有可能报道你，更相关，更有可能获得公关报道，相比之下，比如bbc报道就不一定那么有趣，你可能会花费大量时间和金钱去触及那些人，却没有被报道。
the second thing i'll teach you about pr is journalists a lazy so if you understand this and understand if you provide everything for them then they don't need to do any work more likely to get the press coverage so what i always do is i actually write the press release like it's the actual story you want written with a good headline that makes them happy that they're not selling you because that's the journalist i want to write and sell you they want to write something interesting for the reader so making a good subject line that's good for the reader making the story good for the reader i do all the work for the journalist and then things like photos i take high resolution photos and i send them with the press clip to make sure they've got everything they need all they have to do is say yes to the story and then put their own touch on it job done they're human beings they want to go out for lunch as they can so if you can make it possible for them to go out for lunch and do their job then you will win in pr too many people are lazy they send press releases that are generic and they don't tailor it to the journalists they're writing to so the other thing you need to do is research that journalist back to the targeting you need to understand what their journalist writes about what their journalist is interested in and almost write in their style if you want that particular journalist to write about you
我要教你有关公关的第二件事是，记者们通常很懒惰，所以如果你明白这一点并且提供了所有他们需要的信息，他们就不需要做太多工作就更有可能获得新闻报道。因此，我通常会写新闻稿就好像是你想要被报道的实际故事，并且附上一个令他们开心、并非在推销你的标题，因为我想要的是记者帮你写报道，而不是卖弄你。他们想要写一些有趣的东西给读者，因此制作一个好的主题行，对读者有益的故事对记者来说都很重要。我为记者做了所有的工作，诸如照片，我拍摄高分辨率的照片并将它们与新闻剪报一起发送，确保它们得到他们需要的所有东西。他们只需要对故事表示同意，然后加上自己的看法，工作就完成了。他们也是人，他们想外出吃午饭，因此要尽可能让他们有机会出去吃午饭和完成工作，你在公关方面也会成功。太多人太懒惰了，他们发送的新闻稿是泛泛之物，没有根据自己写给的记者来调整，所以你需要做的另一件事就是研究那位记者，回到定位上，你需要了解他们写什么，他们感兴趣的内容，几乎以他们的风格写作，如果你想要特定的记者为你写报道。
the third thing on pr i'll tell you is there was a lot of companies out there that will tell you they can get you pr please be careful now as much as it might be nice to just pay someone to do this i have discovered doing the pr yourself especially if you're a small business can pay huge dividends why because you can make a relationship direct with the journalist and how do you find these journalistic contacts that's what the pr companies tell you they've got you can go for a newspaper and find them you can google them you'll find them quite quick and one big hack i'll give you is twitter in particular is really good to get hold of journalists if you start following the journalist that you want to write about you and you start engaging on their posts i would say that's one of the best ways to start building up a relationship with a journalist most people will reply to comments or read a comment that you've made on one of their posts and weirdly enough often journalists don't have big followings and they don't actually have a lot of comments so you can start making a relationship start commenting on something if they post something about global warming and you've got a product that's helping reduce global warming then you will get noticed if you start commenting on a story they've done about it start being part of their thinking when it comes to i need someone to help me write this story i need someone to give me a quote to make the story better start becoming part of that journalist life and it starts with just following them on twitter or replying to one of their comments engaging on one of the stories they've already written even online things like daily mail the journalist will read the comments on their own story so engage engage is the number one thing i can tell you when it comes to getting pr from journalists
第三件我要告诉你的事情是，有很多公司会告诉你他们可以帮你搞公关，请务必小心，尽管请别人来做这件事可能会很方便，但我发现自己做公关，特别是作为一家小型企业，可以带来巨大的回报。为什么呢？因为你可以直接与记者建立关系。那么如何找到这些记者的联系方式呢？这是公关公司告诉你他们拥有的。你可以去报纸找他们，可以Google他们，你会很快找到他们。我要给你一个重要的技巧，特别是Twitter非常适合联系记者。如果你开始关注你想报道的记者，并开始参与他们的帖子，我会说这是建立与记者关系的最佳方式之一。大多数人会回复评论或阅读你在他们帖子上做出的评论，奇怪的是，记者通常没有很多关注者，也没有很多评论，所以你可以开始建立关系，开始评论一些内容。如果他们发表了一篇关于气候变暖，而你所贩卖的产品有助于减少全球变暖，那么你将会被注意到。如果你开始评论一个他们关于这个话题的报道，开始成为他们撰写故事或寻求建议的一部分，你可以开始成为记者生活的一部分，只需在Twitter上关注他们或回复他们的评论。参与到他们已经写过的故事中，即使在网上的一些东西，像每日邮报，记者也会阅读他们自己故事的评论，因此参与，参与是我能告诉你的最重要的事情，当涉及到从记者那里获得公关。
and finally i have been involved in many conversations where i know brands have not worked with someone because they saw on someone's social media that they posted something obscene or rude or stupid remember do you as a business owner would always be the number one pr engine whatever you post up be conscious be careful think about your brand think about the image that you're projecting and i i can't tell you enough how important it is because if you do the first few things i've just mentioned you connect with the press you know who you're targeting and you're not lazy you help them do it if a journalist sees that you are out of control or inappropriate they will not waste their job to write about you so learn to be disciplined learn to be the brand pr starts with one person having respect for you so make sure you're disciplined don't be lazy yourself
最后，我参与了许多对话，我知道有些品牌不愿与某人合作，因为他们在某人的社交媒体上看到了某些不雅、粗鲁或愚蠢的帖子。记住，作为业务所有者，您应始终是独立的宣传引擎，无论您发布什么，都要谨慎小心，考虑您的品牌，考虑您所展现的形象。我无法再强调这一点有多重要了，因为如果您做到了我刚提到的前几点，您将与媒体建立联系，了解自己的目标受众，不懒惰，帮助他们完成任务。如果一位记者看到您失控或不当，他们不会浪费时间写关于您的文章，所以学会自律，学会成为品牌，公关始于一个人对您的尊重，所以确保自己自律，不要懒惰。
next up one of my favorite subjects one of the questions i get asked the most how to get an investor learning how to get an investor can dramatically change the trajectory of your business equally though just before i go into how to get an investor i want you to think carefully about whether or not you need an investor now i have invested in 78 companies you can go on my website simon script dot com and look at some of the companies i've invested in i have seen it all and sometimes if you get the wrong investor or get an investor for the wrong reasons you will have a new boss and your life will become a nightmare it will be easy at the beginning when you get the money and we'll get harder over time if you do it wrong i will try to teach you how to not get it wrong but equally please ask yourself is there another way to make the business work and i'm going to touch on other ways that you could make it work even if you don't get an investor within this how to get an investor chat
接下来是我最喜欢的一个话题之一，也是我被问到最多的问题之一：如何吸引投资者。学会如何吸引投资者可以极大地改变您的业务发展轨迹。但在我讲解如何吸引投资者之前，我希望您仔细考虑一下您是否现在真的需要一个投资者。我已经投资了78家公司，您可以访问我的网站simonscript.com 查看我投资的一些公司。我见过各种情况，有时如果您选择了错误的投资者或出于错误的原因吸引了投资者，恐怕您会多了一个老板，您的生活会变成噩梦。当您得到资金时会很容易，但如果方法不对，后面的情况会变得更加困难。我会尽力教您如何避免错误选择，但同时请您问自己是否有其他办法让业务成功，我将讨论其他可以使您的业务成功的方法，即使您没有吸引投资者。
now there are quite a few different ways to get an investor depending on the stage of your business and how much you're trying to raise if you're trying to raise money in the early days of a business i would say to you the more traction you have in your business the easier it is to get an investor then that does not mean to say if you just have an idea you can't get an investor you definitely can it's just less people that will fund it so just like the sales stuff i taught you earlier it's probably better to make sure that you actually know who you're targeting when you're getting an investor what is the profile of the person you want so if you're going after someone that perhaps will fund a business that has no traction it's just an idea then remember those people's profile they probably want quite a lot of equity they'll probably want some involvement in
现在有很多不同的方法可以吸引投资者，这取决于您的业务阶段以及您希望筹集多少资金。如果您正在企业的早期阶段筹集资金，我会告诉您，在您的业务中拥有更多的动能，就更容易获得投资者。这并不意味着如果您只有一个想法就无法吸引投资者，您肯定可以，只是会有更少的人愿意投资。就像我之前教给你的销售技巧一样，最好确保你准确知道你的目标投资人是谁的，所以如果你正在寻找可能会资助一个没有动能只是想法的企业的人，请记住这些人的特点，他们可能想要相当大比例的股权，并且可能要求参与其中。
the business to make sure it works they probably want some sector relevance industry relevance to your business so they can add value because no investor i don't care who they are just want to feel like money everybody wants to feel like they're bringing some sort of value in fact i would argue you shouldn't invest in a business unless you can bring value you've got to make the value the thing that gives you the edge to make that investment work otherwise you might just invest in the stock market if you can't bring value you might as well invest in the stock market and i don't think you make money from the stock market middle-class people make money from the stock market you make money like Warren Buffett makes money you own a piece of a company you can influence you can help make sure it's successful so do your research but these are the types of profiles that often the best
为了确保业务运作顺利，他们可能想要与您的业务相关的行业相关性，这样他们才能增加价值，因为没有任何投资者，无论是谁，都想感觉到自己投入了金钱，每个人都希望感觉到自己带来了某种价值。实际上，我认为除非您能带来价值，否则不应该投资于某个业务，您必须让价值成为能够带给您优势的东西来使这笔投资生效，否则您可能只是投资于股市，如果您不能带来价值，您或许还可以投资于股市，我不认为您可以从股市中获利，中产阶级从股市中获利，您像沃伦·巴菲特那样赚钱，您拥有一家公司的一部分，您可以影响它，帮助确保它成功。所以要做好研究，但这些往往是最好的配置。
family and friends now i know family and friends can be difficult for a lot of people a lot of people don't have family and friends with money and i totally understand that and i'll come to other methods but i just want to touch on this first because family and friends the reason it's such a good thing to do is because they know you you don't have to convince someone of your personality your profile your dedication they will know all of that they will know the true you most of the time that could be really powerful in speeding up the process of getting the money you need now of course we all know it can get messy if you take money off family and friends and you don't pay them back so tell them the truth they can lose all their money that's all you need to do you can tell them they can lose all their money in the wish to get investment we sometimes go down the road of
家人和朋友，我现在知道，对很多人来说，家人和朋友可能很困难。很多人没有有钱的家人和朋友，我完全理解这一点，我将采取其他方法，但我只是想首先谈谈这个，因为家人和朋友之所以是这样一个好的做法是因为他们了解你，你不必说服某人你的个性，你的资料，你的奉献精神，他们会了解所有这些，他们会了解真正的你，大部分时间这可能会在加快你所需资金的过程中起到很大作用。当然，我们都知道，如果从家人和朋友那里借钱，并且不还给他们，这可能会变得很混乱。告诉他们事实，他们可能会失去所有的钱，这就是你需要做的，你可以告诉他们，他们可能会在投资愿望中失去所有资金。
overselling it and that's totally normal but please be careful with this especially with family and friends if you tell them you invest in my business it could all go wrong you can lose everything then after that it's up to them but you make it clear don't oversell it there is a guaranteed win it cannot be a guarantee win nothing ever is unless you watch all of this video of course then the high chance but you know what i mean please please be careful but i have seen it work and often family and friends can also help you which in the early days of any business if that's the stage you're at then getting help is probably more valuable than money but i've seen it work so do give it a serious consideration and of course friend of a friend can also be the way to raise money if you don't have someone in your family that's rich maybe you've got a friend who has a family that's rich learn to leverage the network because your friend recommending you to someone who's rich will be powerful and it doesn't mean you'll also save you time in the VC world which i'll talk about in a minute getting a recommendation is the only way to get investment they don't take applications online despite what their website say i've seen it they don't they take it from recommendation so start really networking
不要过分吹嘘，这很正常，但请特别小心，尤其是在家人和朋友面前。如果告诉他们你在我的生意里投资，情况可能会变得糟糕，你可能会失去一切。然后就取决于他们了，但请明确表示不要过分吹嘘，没有谁能保证一定会成功，除非你看了所有这个视频，当然，成功的机会很大，但你知道我的意思。请一定要小心，但我看过它成功运作，而且家人和朋友通常也能帮到你，尤其是在任何生意的早期阶段，如果你处于这个阶段，得到帮助可能比得到金钱更有价值。但我看到它成功过，所以请认真考虑一下。当然，朋友的朋友也可以是筹集资金的方式，如果你的家人里没有富裕的人，也许你有一个有着富裕家庭的朋友，学会利用人际关系网，因为你的朋友向某个富裕人士推荐你将是非常有力的，而且这也可以节约你在风险投资领域中的时间，稍后我会谈到。获得推荐是获得投资的唯一途径，他们不接受在线申请，尽管他们的网站上写着。我看过他们是这样的，他们只接受推荐，因此开始真正地建立人脉关系。
the second thing i'll say and i've never seen anyone else talk about this when it comes to getting an investor and that is consider the people you want to work with you in your company as potential investors so sometimes when you're profiling the people you want in your business you look at it and say right well i can't afford the best so i'll get this person right which is fine i understand that but the smart people think differently the smart people think who are the best and let's say i'm building right now a competitor to linkedin help bank.com so i think who's number two at linkedin i want them to come and join me they're never going to be number one at linkedin not for a long time but maybe they want the chance to build their own linkedin and come and join me now the great thing about the number two at linkedin definitely got some money in the bank right so money to invest in the business so i can and i've done this many times so this is just a theory but look at your team look at your team members as potential investors in the platform i'm running today help bank.com the people that are involved in this business have invested in this business calam who's buying the camera right now it's put his own money into this business and he's got equity because of it and he's taken a lower salary initially so there's all sorts of benefits to actually doing it this way you can get your cost down you can get the best in class involved in the business and you can bring money in to help make the company work and it's much better to have money from people that are actually working in the business than people externally who are asking you for a report of when they're going to get their money back
我想说的第二件事，我从来没有看到其他人谈到的，就是在谈到找投资者时要考虑想要与你在公司中合作的人作为潜在投资者。有时候当你在为你的企业筛选人才时，你可能会看到，我买不起最好的，那就选这个人吧，这没问题，我理解。但聪明的人想得不一样，聪明的人会想，谁才是最好的，比如说我现在要建立一个与领英竞争的平台help bank.com，我会想，谁是领英的第二把手？我希望他们加入我。他们可能很长时间内不会成为领英的第一，但也许他们渴望有机会建立自己的领英，然后加入我的团队。领英的第二把手肯定手头有一笔钱，这样我就可以吸引资金进来。我已经做了很多次。这只是一个理论，但看看你的团队成员，把他们看作是你今天运作的平台help bank.com的潜在投资者。参与这个公司的人已经投资了这个公司，像卡伦（Calam）现在正在买摄像机，他把自己的钱投入了这个公司，因此他拥有股权，而且最初减少了自己的薪水。这样做有很多好处，你可以降低成本，把行业最好的人才吸引进入公司，还可以吸引资金进来帮助公司运作。与其和外部的人争取钱财，他们一直要求你报告何时能拿回他们的钱，还不如从实际参与公司运营的人那里得到资金。
the third thing you can do and of course this is more traditional but it is very complex i try to explain how to go about getting in this type of person in your business but it's an angel investor now you might have heard the term many times you've probably watched rubbish shows like dragons then and thought that getting an investor is the dragon or the angel since they were all the money and you are desperately trying to get that money off them by making them see your vision that is the wrong way to get an angel investor the best way to get an angel investor on board once you've identified them and done the research to find out who they are you've been very clear about what you're going to give them if they invest all of that is common sense right i don't need to teach you that right now you of course you need to know how much you're going to give them and why and i'll get into equity in a little bit later in the video so you can try to work that bit out but once you've established who you want as an investor and what you're willing to give them the way to get an investor is completely opposite to what you think you think getting an investor is hi i've got a business this is this business would you like to invest no the best way to get an angel investor is not asked for money
第三件你可以做的事情，当然这更加传统，但也更加复杂。我尝试解释如何吸引这种类型的人投资你的业务，但这是一种天使投资者。现在你可能听过这个术语很多次，可能看过类似众龙竞技这样的烂节目，以为找一个投资者就像找一位龙或者天使，因为他们都有钱，你拼命想从他们那里得到这笔钱，让他们看到你的愿景。这是错误的吸引天使投资者的方式。最佳的方式吸引天使投资者，是在确认了他们的身份并做好了研究，了解他们是谁之后，清楚地告诉他们你打算给他们什么回报，如果他们投资。所有这些都是常识，对吧？我不需要教你们这个。当然，你们需要知道你会给他们多少和为什么，稍后视频中我会详细说到股权方面，帮你弄清楚这一点。但一旦确定了你想要的投资者和你愿意给出的回报，吸引投资者的方式完全和你想象的相反。你可能认为吸引投资者是：嗨，我有一个业务，这是业务，你想投资吗？不，吸引天使投资者的最好方式不是请求金钱。
the best way to get an angel investor is asked for help because you've identified the right investor they want to feel value if they can't bring value they don't want to invest and often if you do it right it's not like dragons then i've invested in 78 businesses i always feel honored and lucky when i get to invest in their successful business they do not treat me like a dragon they do not treat me with awe they treat me with respect but they also identify why they've approached me how i can bring value and make me feel special and ultimately i then feel lucky to be involved in that business if they do that right if you ask me for advice you're more likely to get money out of me than you straight up ask them ask me for money now i'm not saying don't build ask into the process of course when you do a picture angel investor you should definitely put in there you're looking for money but the best way to put it is we're looking for money from the right people make it a little harder for people to get involved in your business that's how you get an angel investor you create fomo right fomo you probably heard it but in case you haven't it's probably one of the most powerful things fear of missing out you make people understand and you do it sincerely that if they don't invest they're missing out that is the key to getting an angel investor now of course treat an angel investor with respect if you can prepare a correct and appropriate amount of equity they're going to get make it clear why explain your long-term investment plan so how they're going to dilute because angel investors often get diluted so if you're offering them five percent it might sound like a lot but if you get another investor another investor as the things go as things go down the line that person could end up with one percent of the company or half a percent of the company and remember most angel investors will be involved in the business so make sure you actually need them to help you don't just pretend that they need you you need them because once you get them on board as an investor you'll also it will go pear-shaped so it's not just about convincing the person to get on board it's also convincing yourself that the right person to have with you on this journey in the long term make sure you do that
获得天使投资者最好的方法是寻求帮助，因为您已确定了正确的投资者，他们想要感受到价值，如果他们无法带来价值，他们就不想投资，通常如果你做得正确，就不会像龙一样，我已经投资了78家企业，每当我有机会投资他们的成功企业时，我总是感到荣幸和幸运，他们不把我当成龙，也不把我视为敬畏的对象，他们对我表示尊重，但他们也明确了为什么选择我，我如何能够带来价值，并让我感到特别，最终我感到很幸运能参与其中，如果他们做得正确，如果你向我寻求建议，你更有可能从我这里得到钱，而不是直截了当地向我要钱，当然，我并不是说不要将请求融入过程中，当你找天使投资者时，你肯定应该明确表明你正在寻找资金，但最好的方式是我们正在寻找来自正确人的资金，让更多的人参与你的企业变得更困难，这就是如何得到天使投资者，创造恐失之忧，你可能听说过，但万一你没有听说过，这可能是最强大的东西之一，使人们清楚地了解，你诚恳地告诉他们，如果他们不投资，他们就会错失良机，这是获得天使投资者的关键，当然要尊重天使投资者，如果你能准备正确和适当数量的股权，他们会明确为什么，解释您的长期投资计划，因为天使投资者常常会被稀释，所以如果你给他们百分之五的股权，听起来可能很多，但是如果您得到另一位投资者，再得到另一位投资者，随着事情的发展，这个人最终可能只有公司的一分之一或半分之一，记住，大多数天使投资者都会参与到企业中来，所以确保您确实需要他们的帮助，不要假装他们需要你，你需要他们，因为一旦将他们引入作为投资者，事情可能会变糟，这不仅仅是说服他们加入，也要说服自己，他们是你长期合作的合适人选，请确保做到这一点。
now the fourth way of getting an investor more traditional VCs venture capitalists now these types of profiles often a little bit further down the line in your business model than just a startup or an idea most of the time nearly all VCs although things have changed a little bit when there was a lot of money in the market but most VCs will genuinely want a business that's proven that needs capital to scale so the way to get a VC on board a couple of ways first you identify have they got money now what happens with a lot of VCs is they're raising funds and the deploying funds and then they're raising funds again and they won't necessarily tell you they'll take a meeting with you they might meet you and understand your business but they won't necessarily have the funds and they'll tell you what we joke in the VC world is you're too too tall for radio so you go for a job interview radio station they reject you in that job and the interview rejection reason is you were too short for radio in other words it's bullshit they don't tell you why but you can find out if they're raising you can google them to find this out don't waste time approaching VCs that are raising money they won't deploy the capital they will waste your time
现在获取投资者的第四种方式是更传统的风险投资公司VCs。这些类型的投资者通常在您的业务模型中处于稍微较后的阶段，不仅仅是初创企业或想法。大多数时候，几乎所有VCs都希望找到一个已被证明需要资本扩展的企业，尽管市场上的情况已经有所改变，但大多数VCs仍然会真诚地希望找到这样的企业。要让VCs加入你的团队有一些方法，首先要确定他们是否有资金。许多VCs正在筹集资金和部署资金，然后他们再次筹集资金，他们不会告诉你是否他们可以和你见面，他们可能会见你并了解你的业务，但他们不一定会有资金，他们会告诉你他们在VC界开玩笑的理由是你对广播来说太过高了，就像你去广播电台面试一个工作，他们拒绝你的原因是你对广播来说太矮了，换句话说，这都是废话，他们不会告诉你原因，但是你可以通过谷歌查找找出来他们是否在筹集资金，不要浪费时间去接近正在筹集资金的VCs，他们不会部署资本，他们只会浪费你的时间。
the other thing you can do and i think it's very important is see who they've invested in before and there's a good chance if they've invested in a similar business to yours it's one of two things that it's even bad news of good news for you if it's good then they will invest in many different companies so for example there was an investment company they invested in all the uber type businesses as they invested in uber they invested in lift they invested in all of them they hedged their bet that one of them was going to win they want to be a part of all of them to make sure that they didn't lose other VCs will only invest in one company in that category so just make sure you understand that but if it's bad news and they only invest in one company in that category then you can go to the competitor of that BC and create a rivalry between the BC firms i've seen it play out many times make them feel like well they've invested in uber but i'm lift and i think we're going to beat uber would you like to invest in us and it's primal but it works so think about again have they got money don't waste time selling to people that don't have that see the investor companies they've invested in before understand that and in three
另一件您可以做的事情，我认为非常重要的是看看他们之前投资过谁，如果他们曾经投资过与您类似的业务，那么有很大的机会会有两种情况，不管好坏都对您有利。如果是好消息，那么他们会投资于许多不同的公司，比如有一家投资公司他们投资了所有的优步类型的企业，他们投资了优步、Lyft等所有这样的企业，他们分散了风险，确保其中一家能赢，他们想要成为所有公司的一部分，以确保他们不会失去其他的。另一些风投只会投资同一类别中的一家公司，所以请确保您了解这一点。但如果是坏消息，他们只在某一类别中投资了一家公司，那么您可以去找这家VC的竞争对手，制造一场竞争，我看过很多次这种情况，让他们觉得他们投资了Uber，我是Lyft，我觉得我们会打败Uber，您愿意投资我们吗？这是原始的方法，但有效。再次考虑一下，他们有钱吗？不要浪费时间向没有钱的人销售，查看他们之前投资的公司，理解这些，然后在三。
try to get connected to a previous company that that VC is invested in it's much more powerful for you to get introduced by one of the other portfolio companies of that BC then you personally approaching that BC so try to make connections and it was also good due diligence by the way if you speak to the company that got investment from that BC you can find out whether that BC was decent or not because some of these VCs are awful so you can do your due diligence at the same time hopefully make a relationship with a founder that can introduce you to the BC when the time is right
尽量与一家之前投资过的公司建立联系，通过这家风险投资公司的其他投资项目介绍你会更有力量，而不是你个人直接去接触这家公司。所以努力去建立联系，这也是一种很好的尽职调查方式。顺便说一句，如果你和那家公司交谈，你可以了解到这家风投公司是不是靠谱，因为有些风投公司很糟糕。这样你可以在不同的时间点做好尽职调查，并希望与创始人建立关系，以便在合适的时机介绍你给这家风投公司认识。
Now the fifth way again I've never seen this way explained to people before and it's not traditional but I have done it many many times and that is work with your brand partner or client to fund your growth so I had an office in Hong Kong and a client wanted us to open up in the Middle East and I was a bit reluctant which is why I think I found out about this hack. So I originally said we don't want to open up there. I think they just wanted us to open up there and then service them and they didn't want to spend any money doing it. But because we said no and they really wanted to work with us there, they offered to pay us to open up there. So this is a hack I learned and I will use it many many many more times after this. Sometimes your client who wants your service or the brand that's sponsoring you will pay for your expansion. Sometimes it's easier for them to do that than go out and build it themselves, for example, or work with a new partner that doesn't understand their philosophy. Your existing clients can be your investor and it can be really powerful if you do it right too because that client then feels invested in your success. They're not going to make you go for a tender every year, they're not going to chop and change you as a client or partner or supplier because they want you to succeed because they own equity in you.
现在再说第五种方式，我之前从未见过有人这样解释过，这并不是传统的做法，但我已经多次尝试过，那就是与你的品牌伙伴或客户合作，资助你的业务增长。比如，我在香港有一个办公室，一个客户希望我们在中东开设办事处，起初我有些犹豫，这也是我发现了这一“技巧”的原因。我当时原本说我们不想在那里开展业务。我想他们只是想让我们在那里开个办事处，然后为他们提供服务，并不愿意为此花一分钱。但因为我们拒绝了，而他们真的很想在那里与我们合作，他们提出支付我们开设那里的费用。这是我学到的一个“技巧”，在此之后我会多次使用。有时候，你的客户或是赞助你的品牌可能会为你的发展买单。对他们来说，这可能比自己建设或与一个不了解他们理念的新合作伙伴合作更容易。你现有的客户可以成为你的投资者，如果方法正确，这样的做法会非常有力，因为这些客户会对你的成功感到投入。他们不会要求你每年参与招标，也不会随意更换你作为客户、合作伙伴或供应商，因为他们希望你成功，因为他们持有你的股权。
Now of course, you have to do this carefully. For example, if one of your clients is a bank and they invest in you, it can get very messy suddenly on the legal side. Equally if you are working with a particular provider, let's say in my case I work with lots of different online service providers but I'm partnering with GoDaddy. But if GoDaddy invested in my business, it means all the other online suppliers probably wouldn't work with me which would not help the people I'm trying to help which is people starting businesses. So I think it's quite important to make sure you get the right client or the right brand to invest in you but it can be huge money and brands do have investment divisions. Google Ventures, google it. Ironic they invest in businesses. They invested in a coffee shop called Blue Bottle. A coffee shop. So it's possible to get Google to invest in your business but you have to understand again the motives. Go back to my sales point I made in the video earlier. If you want to understand how to sell to these brands, use that sales system again. But ultimately it's a way to raise money.
现在当然，你必须小心谨慎地做这件事。举个例子，如果你的一个客户是一家银行，他们投资于你，法律方面可能会突然变得非常混乱。同样，如果你正在与某个特定的供应商合作，比如我合作的情况是我与许多不同的在线服务供应商合作，但我正在与 GoDaddy 合作。如果 GoDaddy 投资我的业务，这意味着其他在线供应商可能不会与我合作，这并不利于我想要帮助的人，即那些开始创办业务的人。因此，我认为确保你得到正确的客户或正确的品牌来投资你是非常重要的，尽管这可能是一大笔钱，品牌确实有投资部门。Google Ventures，可以搜索一下。讽刺的是他们投资于企业。他们曾投资一家名为 Blue Bottle 的咖啡店。一家咖啡店。因此，有可能让Google投资你的业务，但你必须再次了解他们的动机。回到我之前在视频中提到的销售观点。如果你想了解如何向这些品牌推销，再次使用那个销售系统。但最终，这是一种筹集资金的方法。
There's one final way I want to quickly flush out with you to raise money to make your business work. It kind of touched on what I said at the beginning of this part of the video and that is make sure you need an investor. Sometimes when people are asking me for money, I will ask them what they're using the money for and most of the time not always but quite often is to get more sales, to grow the product, to make sure more people can buy the product and so on. But when I dig in, it's not money for me that they need, they just need a better sales system. Often when it comes to raising money, you'll find that if you can actually go look at your business and you might say to yourself well I need the money to buy the product. Well you can do crowdfunding for example, you can find methods of selling your product ahead of time through platforms like Indiegogo and platforms that will pre-sell your product to get you the revenue you need in advance and you're not giving away any equity when you do that. You can pre-sell your product on certain crowdfunding sites before it's made and then you can go and use the money you got from that pre-order to go and make it and that is often a much better way than raising money from an investor.
有一种最终的筹款方式，我想快速和你一起探讨，以帮助你的业务成功。这在视频这一部分开头的时候有提到，那就是确保你需要一个投资者。有时候当人们向我借钱时，我会问他们用这笔钱做什么，大多数时候，但不总是，是为了增加销售量，促进产品增长，确保更多人购买产品等等。但当我深入了解时，他们真正需要的并不是资金，而是需要一个更好的销售系统。通常当涉及到筹钱时，你会发现，如果你实际审视你的企业，你可能会对自己说，我需要这笔钱来购买产品。例如，你可以进行众筹，通过像Indiegogo这样的平台提前出售你的产品，以获取你预期的收入，而在这个过程中不用让出任何股权。你可以在某些众筹网站上提前出售你的产品，然后利用所得款项去制造产品，这通常比从投资者那里筹钱更好。
Crowdfunding is quite big across the board now and you can raise money crowdfunding, you can do equity crowdfunding and there's plenty of sites that do that. I'll put some links down below in the video if you want to check out who they are but ultimately you want to figure out whether or not you really need the money from a customer pre-buying it or from an investor who's going to help bring value or from a community that's going to support you in the future. You can do crowdfunding where you sell your product, you can do crowdfunding where you sell equity, you can do crowdfunding where ultimately is just alone, you can do crowdfunding where people just support you like GoFundMe. Crowdfunding is definitely one of the ways I think today you should leverage before going to the more traditional routes of say a VC or an angel. Of course family and friends. So crowdfunding is powerful and don't overlook it. I'm going to put the links to all the different types of crowdfunding sites down below. Go check them out and let me know if you have any questions in this subject because it is a complicated one. I will do a video in the future about how to launch a proper crowdfunding site but that's not now.
众筹现在在各个领域都很流行，你可以通过众筹筹集资金，你可以做股权众筹，还有很多网站可以进行众筹。如果你想了解他们是谁，我将在视频下方放上一些链接，但最重要的是要弄清楚你是否真的需要顾客预购产品的资金，或者需要投资者提供价值，或者需要未来支持你的社区。你可以通过出售产品来进行众筹，也可以通过出售股权进行众筹，还可以只是借贷，还可以让人们像GoFundMe一样支持你。我认为众筹绝对是应该在去传统途径如VC或天使之前利用的一种方式。当然还有家人和朋友。所以众筹是很有力量的，不要忽视它。我将在下方放上各种类型的众筹网站的链接。去看看吧，如果你在这个话题上有任何问题，请告诉我，因为这是一个复杂的话题。我将在未来做一个关于如何启动一个合适的众筹网站的视频，但现在还不是时候。
How to get a sponsor, this is something I get asked all the time. I'm going to give you the. code i'm going to give you the cheat code i guess on how to do it and i want to first of all say if any sponsors are listening to this i have applied this technique on you so forgive me the first is understanding why sponsorship deals happen we can get into what sponsorship deals structures are and that's quite complex in itself but i want to give you the tool today to get a sponsor on board and the way to understand the sponsor there's two things that makes a sponsor come on board one is value return right what they invest in sponsoring you they get back in some form right be that in views or be that in sales they get value back ideally trackable value so billboard companies which i think are a joke really what they value wise give back to a brand sell because they show how many people walk past that billboard how many people are looking at that billboard each day and brands love that stuff so proper ROI on their investment the second way and this one's a bit more tricky but very powerful if you get it right is the emotional sale right so you see this quite a lot in like local football clubs in England big brands sometimes are sponsoring small local football clubs why because the ceo plays football there or the ceo grew up there playing football basically the emotional sale now i have used both of these to get deals and both of them can actually work together they're not mutually exclusive frankly sometimes the emotional sale with the value return is probably the holy grail if you can make it personal for the brand and the people running the brand don't overlook them if you're going to make it emotional for the person who runs the brand alongside bring proper value most of the time you can get a brand deal now where people fall over is not structuring value for a sponsor or and this is probably the third thing i highlight that's important to get a sponsorship deal you've not understood the brand now i have made this mistake many times i launched a business called coaster ads and it was brilliant marketing you took all the bars in hong kong and i put ads on coaster to scrap the carsburg coasters and the heine cun coasters and i put in coasters with ads on them and it was brilliant because you put your drink down on that coaster you're up and down look at it for an hour at least as you're putting the drink on it and picking it up it was brilliant retention brilliant engagement people saw the ads every time they're brilliant but i tried to sell that service that coaster ad service to a jewellery business and of course they laughed at me in fact i lost them as a client on the agency side because they thought i didn't understand their brand i was so sure that that jewellery brand would get traction which they would have done but i didn't remember what their brand philosophy was and their high-end they're fashionable they don't want a beer sat on top of them i made a mistake i didn't understand the brand and this is where you need to get really really clear what is the brand value
如何找到赞助商，这是我经常被问到的问题。我要告诉你们，我会告诉你们“作弊码”，我猜想如何做到这一点，我首先要说的是，如果任何赞助商在听这个节目，我已经在你们身上尝试过这种技术，所以请原谅我。首先要理解赞助交易为何发生，我们可以讨论赞助交易的结构，这本身就相当复杂，但我想今天给你们一个工具来吸引赞助商，了解赞助商有两件事可以让赞助商参与其中，一是价值回报，也就是他们投资于赞助你的东西以某种形式回报，无论是在观看次数上还是在销售上，他们获得回报，理想情况下是可追踪的价值，所以像我觉得道德公司真的很拙劣，他们价值给予品牌销售的东西，因为他们展示了有多少人经过那块广告牌，每天有多少人看着那块广告牌，品牌都喜欢那种东西，所以他们的投资得到了合适的回报，第二种方式，这一点更加棘手，但非常有力，如果你做对了，就是情感销售，你在英格兰的很多地方可以看到这种情况，一些大品牌有时会赞助小型本地足球俱乐部，为什么呢？因为ceo在那里踢球，或者ceo在那里长大，基本上就是情感销售了，现在我已经使用过这两种方法来达成交易，这两种方法实际上可以结合起来使用，它们并不是彼此互斥的，实际上有时情感销售与价值回报结合在一起可能是最佳解决方案，如果你能让品牌对于人们来说更加个人化，并与带领品牌的人结合，那么将会非常有利 如果你要让担任品牌的人的情感投入并提供合适的价值，大多数情况下你可以得到一个品牌交易，失败的原因是没有为赞助商制定价值或者，可能是我要强调的第三点，很重要的一点是没有理解品牌，我犯过这个错误很多次，我曾推出过一个名为“杯垫广告”的业务，它是一种很好的营销方式，我把广告放在了香港所有的酒吧杯垫上，广告在卡斯伯格杯垫和海尼根杯垫上，我在杯垫上放置了广告，这是一种绝妙的方式，当你把杯子放在那个杯垫上时，你会拿起它一个小时以上，这是一种出色的保留和参与，人们每次看广告都会看到，但我试图将这项服务出售给一家珠宝公司，当然他们笑了，事实上，我在代理公司那边丢失了他们，因为他们认为我不了解他们的品牌，我非常确信那家珠宝品牌会引起轰动，但我忘记了他们的品牌理念，他们高端，时尚，他们不希望啤酒放在他们头上，我犯了一个错误，我没有理解品牌，这就是你需要非常明确的东西是什么品牌价值.
and so in that case in the jewellery case they want to sponsor you know 007 movies with James Bond's Goughran wearing the jewellery and looking sexy you know they want to be involved in things that are not linked to beer that are not linked to somebody drunk putting their beer down on their brand now i did eventually sell coaster ads out to airlines that wanted to promote going from Hong Kong to Singapore and so on and so forth so i eventually did really well with that brand but initially i learned an important lesson understand the brand understand what their values are understand how they traditionally advertise so visa for example visa advertised at the olympics they not only sponsor the olympics then they spend a lot of money promoting the fact that they're at the olympics too many people go to visa and ask for sponsorship without understanding the probably the biggest activation of visa ever do is the olympics so you're better off going and selling some value linked to the olympics as opposed to saying please sponsor my event because they're saying we sponsor the olympics we sponsor the biggest event in the world now you want us to sponsor your event brand values and understanding what that brand wants is key but i mentioned it briefly a second ago but i want to highlight it is important don't forget the people in these brands research who they are understand what their motives are some of the brand that sponsor me today go daddy and tie banking the people that run those brands care as much about entrepreneurs as the brands themselves so when they see that me and my team are helping people genuinely helping people have a better life not only do the people buy in to becoming a sponsor for us the brand alignment is there and it happens right now this does tie into the emotional cell somewhat because for example one of the people i work with go daddy had a small business she knew how hard it was to make that business work so when she sees what we're doing alongside what go daddy does and this isn't a sponsor video by the way but i'm just highlighting the example so you learn ultimately these people make a difference in that brand that brand is made up of people so as long as those people don't get fired for sponsoring something that has no relevance to their brand you can actually end up having champions inside these companies for you to help you get the sponsorship and i've had that many many times now
因此，在珠宝领域，他们想要赞助007电影，让詹姆斯·邦德戴着珠宝看起来性感，你知道，他们希望参与到与啤酒无关的事情中，不想把啤酒放在他们的品牌上。我最终将餐具广告卖给了想要推广从香港到新加坡等地飞行航班的航空公司，所以最终我的品牌做得很好，但首先我学到了一个重要的教训：了解品牌，了解它们的价值观，了解它们的传统广告方式。例如，签证公司在奥运会上做广告，他们不仅仅赞助奥运会，还花了大量资金宣传他们参与奥运会的事实。很多人直接去签证公司要求赞助，却不了解签证公司最重要的活动可能就是奥运会。了解品牌的价值观和他们想要的是关键。不要忘记这些品牌背后的人，研究他们是谁，了解他们的动机。一些今天赞助我的品牌是 GoDaddy 和 Tie Banking，运营这些品牌的人对于企业家一样关心，所以当他们看到我和我的团队真诚地帮助人们改善生活时，不仅人们参与成为我们的赞助商，品牌的契合也会发生。最终，你会学会这些人在品牌中起到了决定性的作用，所以只要这些人没因为赞助与他们品牌无关的事情而被解雇，你实际上有可能在这些公司内部有为你助力的倡导者帮你获取赞助。我已经多次经历过这种情况。
the fifth way to get a brand to sponsor you that no one talks about i don't know why maybe it's some sort of industry dirty secret but it's a very very powerful way of getting a brand responsible and bored is work with someone that's already working with one of these brands an agent is often one way to describe it but there are two types of typical agents that brands work with there is a media buying company this is a company that will go out and buy all the ad space for that brand they're paid by the brand to go and get the best deals possible and buy up ad space you can talk to these media buyers and often it can be better to talk to them than go direct to the brand because the brand is too busy with its day-to-day to deal with you as a media owner they would prefer to deal with the media buyer one contact and then that media buyer will deal with everybody that wants to sell media
第五种获取品牌赞助的方法是大家没有谈论过的，我不知道为什么，也许这是某种行业的秘密，但这是一个非常非常强大的方式，那就是与已经与这些品牌合作的人合作。代理商通常是一种描述方式，但品牌通常与两种类型的代理商合作。一种是媒体购买公司，他们会为品牌购买所有广告空间，他们受品牌委托去获取最优惠的交易并购买广告空间。你可以与这些媒体购买商交流，通常与他们交流比直接与品牌交流更好，因为品牌太忙于日常工作，无法处理你这样的媒体拥有者，他们更希望与媒体购买商打交道，一个联系点，然后媒体购买商将处理所有想出售媒体的人。
so recently someone came to me and said they've got a fleet of bands and they want to get brands to advertise on their vans and they tried going direct to brands and brands said no gave them a contact on the media buyer the media buyer said great and they bought with the inventory it's much quicker the media buyer has a relationship with the brands and often they hold the money the brand's already allocated the money to the media buyer so stop trying to sell to the brand sell to the media buyer the other way to do it is via the agencies so i used to own an agency one of the reasons i know this subject so so well but a brand will have a company that will come up with a campaign idea for them now often when you're coming up with a campaign for a brand you're also looking at how the campaign will be applied in the real world so it might go on taxes it might go on a bus it might go on a coaster so you can actually tap into these agencies examples without showing any preferences people like mc sachi auger v leo bannette these agencies already have the relationship with the company and if you get in there with your idea or your product they can often insert it or even come up with a campaign to sell it into the brand for you now i personally prefer to deal with brands direct many times but do not neglect media buyers are your friends and agencies can be your friends and it can be a much quicker sell to get them on board as a sponsor
最近有人来找我说他们有一支队伍，并想让品牌在他们的面包车上做广告。他们试过直接联系品牌，但品牌都拒绝了，于是他们联系了一个媒介采购商，采购商说好，他们就购买了广告空间。媒介采购商与品牌有着良好的关系，通常他们会掌握这些品牌预算，所以不要试图直接向品牌销售，而是向媒介采购商销售。另一种方式是通过代理公司。我曾经拥有一个代理公司，所以我对这一主题非常了解。代理公司会为品牌提出广告活动的想法，通常在制定广告活动时也会考虑在现实世界中如何应用。你可以利用这些代理公司的案例，比如像麦肯锡、奥格-篮针这样的机构。他们已经与公司建立了关系，如果你向他们提出你的想法或产品，他们通常会把它推销给品牌，甚至为你设计一场广告活动。我个人更喜欢直接与品牌打交道，但也不要忽视媒介采购商和代理公司，他们可能会是你的朋友，并且更快为你赢得赞助商。
one of the best hacks to get a brand as a sponsor is to be personally really vested in that brand so for example we recently as you know i mentioned earlier put a doorbell on the bottom of our staircase that people could press that doorbell pitched their dream and we would help them we decided the best product for us to do that the most economical product that worked on the internet was ring doorbell owned by amazon now we didn't ask ring to sponsor us we didn't ask amazon to sponsor us it was just the best product we believed in the product and suited what we were trying to do so we installed it and we marketed it and of course guess who's seen it ring and amazon so now who we now working with amazon now of course what i'm talking about here is just using the brand in your life and therefore it being a natural fit for the brand to work with you when i wear work out on the street it's natural I'm wearing it because I like the product and then work will see me with millions of views in my videos wearing a work and they will contact me so i think that just leaning in to a brand relationship and not initially thinking about the money back to some of the points i was making in some of the other areas earlier delayed gratification in sponsorship can also be very powerful just work with brand that you love will always be easier than forcing a brand into your ecosystem but also just doing stuff with that brand as part of your day-to-day business life can lead to sponsorship
为了让一个品牌成为赞助商，其中一个最好的方法是对该品牌个人投入真心。比如，最近我们在楼梯底部安装了一个门铃，让人们按门铃然后说出他们的梦想，我们会帮助他们。我们决定使用最经济的产品，也就是适用于互联网的Ring门铃，这个产品由亚马逊拥有。我们没有请求Ring或亚马逊赞助我们，而是因为我们相信这款产品，它符合我们的需求，所以我们安装并进行了市场推广。当然，你能猜到是谁看到了我们的产品，Ring和亚马逊。现在我们和亚马逊合作了。这里我想说的是，在生活中使用品牌，让它自然地与你合作。当我在街上锻炼时，自然会穿着喜欢的品牌，然后会有数百万的观看者在视频中看到我，这些品牌会联系我。我认为，建立与品牌的关系，不要一开始就考虑回报，这样可以延迟获得满足，合作是非常有效的。与你热爱的品牌合作总会比强迫一个品牌进入你的生态系统更容易，同时与品牌一起做一些日常事务也可能会获得赞助。
how to build a brand now this subject is complex and exciting if you get it right lot of the things i've talked about earlier like sales and marketing will happen naturally but it is complex now there's lots of videos out there about what is a brand so i'm not going to bore you with that it's obvious it's ultimately a statement about what you are doing you want people to look at it and know i love the images i've seen many you can take away the logo you can take away everything and you still know it's that brand it's not about the actual logo the design branding is about the purpose of the business the essence of what you're doing Nike is about supporting athletes apple is about supporting creativity ultimately when you're coming to figure out your own brand i will start with your personal brand because it's a really good way of figuring out how to build a brand why you know you right if you're honest about yourself you can make a brand persona and you start with writing down your values what do you care about what are your non-negotiables what will you say no to what will you say yes to you understanding your personality understanding what is you want to do that's what your brand is about that's who you are now you will already have a personal brand and anyone that doesn't want a personal brand i'm sorry you're going to have one no matter what people will talk about you when you're not in the room you need to embrace personal branding and by understanding how others and by understanding how others perceive you it can literally change the trajectory of your life
如何建立品牌 这个主题现在既复杂又令人兴奋，如果做对了很多我之前讲过的像销售和营销等事情会自然发生，但现在它很复杂。关于什么是品牌有很多视频，我不想在这里再啰嗦了，显而易见，最终它是对你所做的事情的一个陈述，你希望别人一看就知道我喜欢我所看到的这些图片，很多你可以拿掉logo，拿掉一切，但你仍然知道它就是那个品牌，不是真正的logo设计，品牌是关于企业的目的、你所做事情的本质，耐克是支持运动员的，苹果是支持创意的，当你开始了解自己的品牌时，我会从你的个人品牌开始，因为这是一个非常好的方法来找出如何建立品牌，你了解你自己，如果你对自己诚实，你可以塑造一个品牌角色，并且开始写下你的价值观，你关心什么，什么是你不能妥协的，你会说拒绝什么，你会说接受什么，你了解自己的个性，了解你想做的，这就是你品牌的本质，这就是你是谁，你已经有一个个人品牌，不想要个人品牌的人，对不起，无论如何你都会有一个，人们会在你不在场时谈论你，你需要接受个人品牌，并通过理解他人如何看待你，可以从根本上改变你生活的轨迹。
Now I have some real gripes with personal brand and it's not very scalable only in certain exceptions around people like Kardashians and so on can you actually scale a personal brand. As someone that's built a personal brand, someone that's got four million followers that's spent four years building a personal brand here in the uk, I can tell you it is sometimes a pain in the ass. I am responsible now no matter what to do videos like this and post up stuff even when I'm tired like now. I'm actually tired and I still have to do this video because if I don't do it probably won't take it seriously. I can give this knowledge to my colleague and give it to you and you probably wouldn't listen to. You need to hear it from someone that's been there and done it like me. And I understand that and I actually do love doing these videos and helping you but I'm just trying to highlight the personal brand side is dangerous if that's all you build. You have to take personal brand seriously. You have to identify what your personal brand is. And by the way, I know people that have made their personal brand not being on social media. Their personal brand is they don't get back to you in email that's actually sometimes what makes them unique that's their personal brand.
现在，我对个人品牌有一些真实的抱怨，它在某些例外情况下并不是非常可扩展的，只有像卡戴珊这样的人才能真正扩展个人品牌。作为一个建立了个人品牌的人，一个在英国花了四年时间建立个人品牌、拥有四百万粉丝的人，我可以告诉你，有时候这真的很烦人。不管怎样，现在我都要负责录制这样的视频，发布东西，甚至在我很累的时候，就像现在这样。我其实很累，但我还是不得不做这个视频，因为如果我不做，你可能就不会认真对待。我可以把这份知识传授给我的同事，传给你，但你可能不会听。你需要从像我这样已经经历过的人那里听到。我明白这点，我其实很喜欢做这些视频，帮助你们，但我只是想强调如果只是建立个人品牌，这是危险的。你必须认真对待个人品牌。你必须明确你的个人品牌是什么。顺便说一句，我知道有些人并不在社交媒体上建立个人品牌。他们的个人品牌是他们不回复邮件，这有时候恰恰是让他们独特的地方，这就是他们的个人品牌。
I don't reply to dms. I want to make videos like this that bring you value. I want to do lives that means I interact in a real world with real people. I have my rules. I have my values. I'm dyslexic so I don't like reading dms but having those rules and having that discipline will ultimately help you define what people say about you instead of people saying it without you having defined it. But brand values of your own can teach you how you need to do exactly the same for your company name. So let's take my brand help bank right. Help bank has a lot of the traits that I personally value honesty openness or fantasy value these are all words in my personal brand persona that I have translated into my company persona. However, help bank's long-term future also involves helping people with finance. Finance is not a word I use on my personal brand and also supporting people to get the funding they need is something I have personally done many many times but as an organization as a platform it's going to be a much more serious thing for help bank. So when the branding was designed we said it has to look a little bit more serious than the Simon Squib brand because ultimately we'll be funding people's dreams at scale and people need to trust if we tell them we're going to fund their dreams it's actually going to happen.
我不回复私信。我想制作像这样能为你提供价值的视频。我想要进行直播，意味着我要在现实世界中与真实的人们进行互动。我有我的规则。我有我的价值观。我是阅读困难者，所以不喜欢阅读私信，但拥有这些规则和纪律最终将帮助你定义别人对你的评价，而不是让别人毫无根据地评价你。但是，拥有自己的品牌价值观可以教会你如何为你的公司名称做到完全相同。所以让我们以我的品牌Help Bank为例。Help Bank拥有许多我个人价值的特质，诚实、开放或者幻想价值，这些都是我个人品牌人设中的词语，我已经将其转化为我的公司人设。然而，Help Bank的长期未来还涉及帮助人们管理财务。财务不是我个人品牌中使用的词语，而且支持人们获得他们所需的资金是我个人多次亲自实践过的事情，但作为一个组织、一个平台，这将是Help Bank的一个更为严肃的事情。因此，在设计品牌时，我们说它必须显得比Simon Squib品牌更加严肃，因为最终我们将以规模资助人们的梦想，人们需要相信我们告诉他们我们会资助他们的梦想的承诺是真实的。
The help bank branding is a combination of the Simon Squib branding and our competitors potentially in the future we want to make it look serious it has some element of fun but ultimately it has its own brand persona. And all you need to do initially to get the brand right is write down all the different brand values. Now I want to teach you about how companies apply brand at scale and there's a few different ways it generally plays out. So let's take a brand like canon and canon run a brand method which we call reference right and reference is when they leverage someone else's brand to make their brand look good. So canon for example what we've got a photographer called Peter Mckinnon who is a brilliant photographer I'm a big fan of his and by by sponsoring him by supporting him they don't need that person as a CEO and their company like like apple have done they have an external night also do this I mentioned it earlier night will sponsor top performing athletes with nice personalities that have values and that therefore becomes part of the night brand so they use this reference model to make their own brand look good now apple as I mentioned earlier.
帮助银行的品牌是西蒙·斯奎布品牌和我们竞争对手的结合，未来可能会变得严肃起来，它有一些有趣的元素，但最终它有自己的品牌个性。最初要做的就是写下所有不同的品牌价值观。现在我想教你如何公司在规模上应用品牌，一般来说，有几种不同的方式。以佳能为例，佳能采用了一种我们称之为参考权的品牌方法，即利用他人的品牌赞助以提升自己的品牌形象。例如，佳能赞助了一名名叫彼得·麦金农的摄影师，他是一位出色的摄影师，我是他的忠实粉丝，通过支持他，佳能不需要任命他为首席执行官，就像苹果公司曾经做过的那样，他们和外部夜晚也这样做。我之前提到过，耐克将赞助表现优秀、个性良好并具有价值观的顶尖运动员，因此这成为耐克品牌的一部分，所以他们利用这种参考模型来提升自己的品牌形象，正如我之前提到的苹果公司。
They use a different method I call this the leadership method and the leadership method is basically where you have a person in the company that represents the brand values now in help Bank I am that person probably in your business you are if you're a small business owner the person that is the leadership value brand ambassador for your company you're probably the one that's asked to go on stage and talk about your business you're the one in sales meetings whatever your business model is you're probably the one representing the brand of course your staff will represent the brand your office environment will represent the brand like I said earlier the days when you go out have a party and post on your social media will represent your brand but when it comes to making your brand values clear you do it by these two methods you either have a reference model which means you sponsor certain people that represent your brand value or you have a leadership model which is you personally in the company leading the charge to make sure people understand your brand and I think when it comes to brand building there are some risks in both of these models.
他们使用一种我称之为领导方法的不同方法，领导方法基本上是在公司中有一个代表品牌价值观的人，现在在这个帮银行，我就是那个人，可能在您的业务中，如果您是一位小企业所有者，那么代表公司领导价值品牌大使的可能就是您，您可能是被要求上台谈论您的业务的那个人，在销售会议中，无论您的业务模式是什么，您可能是代表品牌的那个人，当然，您的员工、您的办公环境将代表品牌，就像我之前说的那样，当您出去参加聚会并在社交媒体上发帖时，也代表您的品牌，但在明确品牌价值观方面，您可以通过这两种方法，要么是参考模型，这意味着您赞助代表品牌价值观的某些人，要么是领导模式，即您个人在公司中率先确保人们了解您的品牌，我认为在品牌建设方面，这两种模式都存在一些风险。
In the reference model if a celebrity that's supporting your brand does something bad. that can affect your brand now this happens a lot and they often get fired quick i think one of the most famous cases kanyo west who of course got dropped by adidas and and then lawsuits galore but what i'm saying is though what's good about the reference model is you don't have to spend four years building up social media presence like me i've spent every single day before years doing a post building up a community you can just leverage all of that hard work and your brand can have the halo effects of working with me but the downside is what if i do something bad then your brand is at risk so you need to have mechanisms in place to make sure you're protected as a brand but that's how you scale brand and of course the leadership model also has its weaknesses we all saw this a little bit with Steve Jobs when Steve Jobs left apple apple had a real problem for a long time they put so much of their brand value in the Steve Jobs brand that when he left the magic left was often what people said right so you have to make sure that you as a leader is sustainable for you to be that leader and lead that brand effort and all there's a good transition model in place and again when Steve Jobs went back to apple he did have a strong transition model with Tim Cook now Tim Cook's an interesting one because he's not Steve Jobs of course but he is mr data he's someone you trust with your data right they picked him in part because he looks trustworthy he talks in a very trustworthy and transparent way and in apple's process of building a brand today that is more important to them than a maverick leader telling you about a brilliant product in fact the apple iphone hasn't changed much since Steve Jobs but the point i'm trying to make here is if you want a brand to be successful you've got to pick one of these two strategies now you can do both of course but you probably double the risk of having some problem in your business and whichever path you choose make sure you think it through right to the end have the ability to cut that influencer out of your business if anything goes wrong and equally if you're running the leadership model make sure that that leader has a transition plan because at some point we're all going to die now hopefully we're all going to live forever with Elon Musk help i'm sure that's true but i will tell you now the final thing really important in brand learn to say no if you don't say no to the wrong relationships the wrong brand partnerships the wrong clients your brand will get damaged i have had this experience myself i spent 10 years building up a brand i had a fantastic reputation and then i got a bad client that didn't understand how the world worked and made my brand shit with their big mouth and their lies and this can be hugely damaging we all have probably heard the saying you can spend 30 years building a reputation it only takes five seconds for it to go to shit i tell you from experience that saying no to things is powerful if you have an inkling spider senses that someone isn't good or brand isn't good don't match up your morals do not take their money
在参考模型中，如果一个支持你品牌的名人做了一些不好的事情，这可能会影响你的品牌，现在这种情况经常发生，他们往往很快就被解雇，我认为最著名的一个案例是肯尼·韦斯特，当然是被阿迪达斯解雇了，然后接二连三的诉讼，但我的意思是，参考模型的好处在于你不必像我一样花费四年时间建立社交媒体存在，我每一天都在发帖子建立社区，你可以利用所有这些努力的成果，你的品牌受益于与我合作，但坏处是如果我做了什么不好的事情，那么你的品牌就会受到威胁，所以你需要一些机制来确保作为品牌的保护，但这就是你扩大品牌的方式，当然领导模式也有它的弱点，当史蒂夫·乔布斯离开苹果时，我们都有点看到了这一点，苹果长时间以来都遇到了真正的问题，他们把品牌价值很多都放在了史蒂夫·乔布斯的品牌上，当他离开时，魔力消失了，这通常是人们会说的，所以你必须确保你作为一个领导者是可持续的，以便你能够成为那个领袖并领导品牌努力，并且有一个良好的过渡模式，再次当史蒂夫·乔布斯回到苹果时，他确实有一个与蒂姆·库克的强大过渡模式，蒂姆·库克是一个有趣的人，因为他不是史蒂夫·乔布斯，当然，但他是数据先生，他是一个你可以信任的人，他们选择他的部分原因是因为他看起来值得信赖，他说话的方式非常值得信任和透明，在苹果今天打造品牌的过程中，这对他们来说比一个另类领导者告诉你一个了不起的产品更重要，事实上，自从史蒂夫·乔布斯以来，苹果iphone并没有多少改变，但我要表达的观点是，如果你希望品牌成功，你必须选择这两种策略中的一种，当然你可以两全其美，但你可能会增加业务中出现问题的风险，不管你选择哪条路，请确保你想到最后，有能力在出现问题时将那个有影响力的人踢出业务，同样，如果你正在实施领导模式，请确保那位领导者有一个过渡计划，因为在某个时候我们都会死去，现在希望我们都能永远活下去，有埃隆·马斯克的帮助，我相信这是真的，但我现在告诉你最后一件非常重要的事情，在品牌方面学会说不，如果你不对错误的关系、错误的品牌合作伙伴、错误的客户说不，你的品牌将受到损害，我自己有这种经历，我花了10年时间建立一个品牌，我有一个很好的声誉，然后我遇到一个不懂如何运作世界的糟糕客户，他们的大嘴和谎言让我的品牌变得糟糕，这可能会带来巨大的伤害，我们都可能听说过一句话，花30年时间建立声誉，只需要五秒钟就能毁掉，我告诉你，从经验中，对事情说不是很有力量，如果你有一种直觉蜘蛛感知到某人不好或品牌不好不符合你的道德观，不要接受他们的钱。
Say no your brand is the most valuable asset you will ever ever build my company got sold for a lot of money in the end because i had a good brand image i had a good brand value they told me they bought the brand not the business build a brand not a business and i promise you that brand will live forever next up how to hire how to grow and how to build these three things are interlinked and if you get this formula right your business can take off and forever give you the income you need be a brand you love and ultimately not be a management nightmare that a lot of people have when they build a business so first of all how to hire i always tell people if your business has a purpose and the people you hire believe in that purpose you'll never have to manage anybody you will be managing purpose not people one of the big things people complain to me about is managing people and often when i look at their business to see why because they have not installed a purpose in their business that resonates with the people that have hired and sometimes some businesses later install a purpose but then that purpose just becomes a slogan on the wall because the people they hired in the early days weren't hired around purpose you have to have this at the center of ill and when you hire someone always check they genuinely care about that purpose some people will play you lip service to get the job so there is a few hacks that you can do to make sure that person really cares first of all go check out their social media go see what that person really cares about you will see it if they care about the planet if you see them driving around some gas guzzling car they probably don't care about the environment
拒绝您的品牌是您将建立的最有价值的资产。最终，我的公司因为我有良好的品牌形象和价值而以高价出售。他们告诉我他们买的是品牌而不是业务。建立品牌而非业务，我向您保证，该品牌将永存。接下来是如何雇用、如何发展和如何建立品牌。这三者相互联系，如果您掌握了这个公式，您的业务就能起飞，并且能为您提供所需的收入。成为您热爱的品牌，最终不再是很多人建立业务时遇到的管理噩梦。首先是如何雇用。我总是告诉人们，如果您的业务有一个目的，并且您雇用的人相信这个目的，您就不需要管理任何人，您将管理目的而非人。人们向我抱怨的一个重要问题是管理人员，而我经常看到的原因是，他们没有为业务安装一个与雇用的人相关的目的。有时候一些企业在后来才安装目的，但这个目的只成为了墙上的一个口号，因为在早期雇用的人并没有围绕目的入职。您必须让这个目的贯穿在整个企业中，雇用某人时要确保他们真正关心这个目的。有些人可能只是口头上说，以获得工作。有一些技巧可以确保这个人确实关心。首先，查看他们的社交媒体，了解他们真正关心的事情，如果他们开着高耗油的汽车环游四方，他们可能并不关心环境。
so actually doing your research on your hires being careful about the people you bring into your purpose matters check their history check for references i don't know why people don't do this people don't ask for references anymore i don't know why now i know in england it's illegal to give someone a bad reference but if you ask right i don't want people to have a bad employee in their life if i had that bad employee in mind it's important that we share these things to help that employee get better if they had a bad reference they'd act better they do a better job now ultimately i think when hiring people the key is give them equity now i'm going to talk more about equity a little bit later in the video it always comes up but if you give your team equity they are aligned with your success now any owner of any business knows that the real value in a company is not its turnover it's in its brand and if over 10 years an employee helps make that brand grow but are only taking an income they're never getting their true value you have to own equity in the business that you are working in now there's many different ways so if you're working for someone today of course you can go ask for equity in that company you've got nothing to lose they'll probably laugh they might say no i promise you they'll respect you more especially if they're a founder the second thing is you can build a business where you work with that company but you own equity in it so you can start your own company but have equity in that company and then work for that person now the point i'm telling you here is that give your employees respect if you want to keep people and you want them to be motivated have this conversation openly talk about this subject you should be saying they should have equity now it might not be possible to give people equity straight away it might not be something you feel comfortable with doing straight away but i promise you your turnover will be less your stress will be less your company will be stronger if that person in your company has equity and most people don't have the guts to do it and they what then spend years stressing they can't find anyone or that they can't find anyone that actually cares it's because they don't
因此，实际上在招聘时进行研究，谨慎对待你要带进目的中的人很重要，检查他们的历史，查看引用。我不知道为什么人们不这样做，人们不再索要引用了，我不知道为什么。现在我知道在英国给出不良引用是违法的，但如果你恰当地提出要求，我不希望人们的生活中出现一个不好的员工，如果我有那个不好的员工在心里，重要的是我们分享这些事情来帮助该员工变得更好。如果他们有一个不好的引用，他们会表现更好，他们现在做得更好。最终，我认为在招聘员工时的关键是给予他们权益，现在我稍后会在视频中谈论更多关于权益的内容。这总是会提到的，但如果你给你的团队提供权益，他们将与你的成功保持一致。任何企业的所有者都知道，一个公司的真正价值并不在于其营业额，而在于其品牌，如果在10年内，一个员工帮助公司品牌增长，但只拿薪水，他们永远也得不到他们真正的价值，你必须拥有所在公司的权益。有很多不同的方式，所以，如果你今天为某人工作，当然可以要求在该公司拥有权益，你没有什么可失去的，他们可能会笑，也许会说不，我向你保证，他们会更尊重你，尤其是如果他们是创始人。第二件事是，你可以建立一个公司，在这家公司工作，但拥有公司的权益，所以你可以开设自己的公司，但在那家公司拥有权益，然后为那个人工作。我在告诉你的一点是，给予你的员工尊重，如果你想留住人并激励他们，要开放地谈论这个问题。你应该说他们应该拥有权益，也许不可能立即给予员工权益，也许不是你立即感到舒服做的事情，但我向你保证，你的营业额会更少，你的压力会更小，你的公司会更强大，如果你公司中的那个人拥有权益，但大多数人没有勇气这样做，然后他们花数年的时间感到焦虑，找不到任何人，或者他们找不到任何真正在乎的人，这是因为他们不。
Own what you own give them a piece of the business and you'll have loyalty of course it comes with its risks but in my opinion high turnover high management high stress is a bigger risk than any equity problem you could have if someone leaves for example and ironically most of the time why would people leave if they have equity in fact i had a case recently someone who worked with me for four years i gave them equity in the business and then they left but because i treated them with respect and because i treated them well and we had a good relationship when they left they let me buy their equity back at a very low rate they were very reasonable they did not hold me blackmail now of course if you've hired the right person under purpose and you've given them equity most good people will not hold you over
拥有你所拥有的，给他们一部分商业股份，你就会得到忠诚。当然，这也带有其风险，但在我看来，高流失率、高管理层压力和高压力比任何股权问题都更大的风险。如果有人离开，那为什么会有人离开呢？实际上，近来发生了一个情况，有人在我这里工作了四年，我给了他们业务股权，然后他们离开了。但是因为我尊重他们，和他们相处得好，关系良好，他们离开时让我以非常低的价格买回了他们的股权，他们非常理性，没有敲诈我。当然，如果你雇佣了合适的人并给予他们股权，大多数好人是不会利用这点敲诈你的。
it to get that equity back you can be reasonable but if you've done the right thing in the beginning by giving people equity it's so easy now the third thing i'll tell you and this really links to how you grow your business you can't grow a business without people i would say that today with AI and all this technology you'll be able to grow a business with less people but you won't be able to grow a business with no people so you need to grow a business through growing its culture you need to make sure that this business has values i had a business called fluid this business went on to become one of the most successful creative agencies in Asia i sold a price for the housekeeper for more money than i'll ever need and one of the things i did in the early days of that business which was a big mistake is i built a business to make money now that might not sound like a mistake but what happened
是的，要想拿回那些股权，你可以采取合理的方式，但如果你一开始就通过分配股权来做正确的事情，现在就会变得很容易。第三点我要告诉你的是，这和你如何发展你的业务息息相关，你不能没有人的情况下发展业务。我会说，如今有了人工智能和所有这些技术，你可以用更少的人来发展业务，但你无法完全没有人来发展业务。因此，你需要通过发展企业文化来发展业务，确保这家企业有价值观。我曾经有一家名为Fluid的企业，它成为了亚洲最成功的创意代理公司之一。我以一个比我所需的钱更高的价格出售了这家企业，并且在那家企业早期时期我犯了一个大错，那就是我建立了一个以赚钱为目的的企业。现在这听起来可能不像是一个错误，但发生的情况是什么？
first year i hired people they were new it was exciting second year people started to leave why did they leave because the values of the business were wrong i changed the values in that business we went from a business that was designed to make money to a business that would protect the staff from bad clients i had a creative agency often designers were treated badly do this by tomorrow at 12 i need it instead of understanding that creativity is a process so we switched our whole model and instead of working for clients we worked for the creative people and helped them manage clients that transformed our business and helped us grow by thinking about things differently instead of traditionally you will grow your business and by looking after your people it's cheesy i know you can grow much easier now when you grow assuming you follow my advice and you grow your business this is the important thing you need to identify what is your destination what are you actually growing for
第一年我雇佣人员时，他们都是新人，这让我感到很兴奋。第二年，人们开始离开了。为什么他们离开呢？因为公司的价值观出了问题。我改变了这家企业的价值观。我们从一个只为赚钱而设计的企业转变为一个为员工保护不良客户的企业。我拥有一家创意机构，而设计师经常受到不公平待遇。要求明天中午前完成这件事，而不是理解创意是一个过程。因此，我们彻底改变了整个模式，不再为客户工作，而是为创意人员工作，帮助他们管理客户。这改变了我们的业务，并通过以不同的方式思考而帮助我们成长，而不是传统的方式。通过关心员工，你可以更容易地使公司成长。当你成长时（假设你听从我的建议并使公司成长），这是最重要的一点。你需要明确你的目的地，你到底为什么要成长。
now i have a lot of people recently approached me and say please invest in my business so i want to grow it my first question is why what is it you're trying to do by growing your business what's the real reason you're growing your business is it ego do you really want to work more or is it when you make the business bigger so you can bring in management so you can not have to work so hard so you're working hard now to grow it that's fine i think you need a reason to grow it now i want to grow the biggest platform in the world that helps people for free learn business so i want it to be big i know my destination i want to help 10 million people for free start a business they love and never feel alone doing it so i know my destination and therefore i'm growing both from a higher point of view from a culture point of view in that direction but i have had points in my life and the early days of fluid well actually i wanted to work three days a week doing cool stuff with brands in two days a week going to the beach with my girlfriend having fun and so i didn't grow the business too much at the beginning i actually had a different ambition and there's nothing wrong with that and if you want to grow your business brilliant follow this formula have a purpose bring people in that have value and own value in the business and you will grow if you look after them and your customer base
最近有很多人接近我，说请投资我的生意，所以我想要扩大它。我的第一个问题是为什么，你想通过扩大生意来做什么，你扩大生意的真正原因是什么，是出于自我吗，你真的想要更多工作吗，还是因为扩大了生意可以引进管理层，这样你就不必那么辛苦工作。如果你现在辛苦工作来扩大生意，那无妨，我觉得你需要一个扩大的理由。
我现在想要打造世界上最大的平台，免费帮助人们学习经营业务，所以我希望它变得很大。我知道我的目的地，我想要免费帮助1000万人开始他们热爱的生意，并且在做这些事情时永远不会感到孤独。所以我知道我的目的地，因此我从更高的角度、从文化的角度向着这个方向成长。
但是我生活中有过一些时刻，在初创的早期，事实上我想要每周只工作三天，与品牌一起做一些有趣的事情，每周两天和女朋友去海滩玩乐。所以我在一开始并没有过于扩大生意，实际上我有着不同的抱负，这也没有错。如果你想要扩大你的生意，那太棒了，遵循这个公式：有一个目的，招进具有价值的人，并让他们在生意中有价值，如果你关照他们和你的客户群，你将会成长。
the final thing i talk about when it comes to really building a business and making a business successful first of all take risk make sure that you build mvp's minimum viable products try things out if you really want to build a company you can't stay stagnant no company today is around when they stay stagnant think about blockbusters or any of these businesses that just sat on their technology like Kodak and didn't do anything with it you can't sit still Kodak invented the digital camera you can't sit still you have to put these things into the market Kodak didn't want to put their film in uh the camera digital gamma into the market because it would have meant film was gone and film was their core business you've got to disrupt yourself if you really want to build a business that's going to last if you really want to build a successful company i'm going to use a dirty word a word that my personally hate but has saved me you need to build systems you need to move from what is often in the early days of a business what i call a generalist mindset where everybody can do everything to a specialist mindset you need to allow people to be specialists in certain areas
当谈到真正建立一个业务并使其成功时，我要谈的最后一件事首先是承担风险。确保你建立MVP（最小可行产品），尝试不同的方法。如果你真的想要建立一个公司，你就不能停滞不前。如今没有一家公司可以保持不变。想想那些曾经坐在技术上不动的企业，比如Blockbuster或者柯达，他们没有抓住机会。柯达发明了数码相机，但他们没有推出市场。因为这意味着胶卷将会消失，而胶卷是他们的核心业务。你必须不断推陈出新，如果你真的想要建立一个持久的企业。如果你真的想要建立一个成功的公司，我会用一个不受欢迎的词语，一个我个人讨厌的词，但它拯救了我。你需要建立系统，你需要从在企业早期时常见的通才思维转变为专家思维。你需要让人们在某些领域成为专家。
now when i was younger i'm a generalist i can do kind of everything i can clean the toilets and the company toilets when they're dirty i can help people get their car loaded up and get to the site to do the pitch i can do the pitch i could do everything but i became a specialist in marketing and i think as you grow a business you have to take away the generalist people and build out specialist people people that do a particular thing well to help the business grow and that involves building systems that allow people to do that in your hiring process in your growing process and in your mindset even you as a founder potentially you have to make sure that you learn a skill set otherwise you become redundant which by the way is fine i have often got myself replaced in a company that i have built i think that's actually pretty smart unless you can become a specialist it's probably the best thing for the company too there's likely to be a CEO out there that's better than you when you're at scale i found that to be the case many times i replaced myself at fluid 11 years in by someone who was a better CEO than me so hopefully if you know your purpose and you give purpose to the people you hire you have equity both for your team and for the wider growth of the business you know your values and you apply them you know your destination and you apply this very important point of systems and removing generalism you will have a business that is easy to hire people that will scale and will build into something that lives without you now let's talk about how to fire someone now i have five hundreds of people in my career and i'm going to teach you how to fire someone and also when you're likely to be getting fired so one of the things i hate to do is fire someone it's a very necessary skill if you want to survive in business i have often built up large companies that needed to get small again quick for various reasons you have to learn to fire people it is not nice but one of the most difficult things about firing people is understanding when to do it now i think when it comes to actually firing people structurally like for example doing it legally sending the appropriate warnings doing the proper paperwork all of this stuff you can get off a lawyer i'm not going to waste your time telling you the law in your country wherever you are it will be different anyway i'm going to talk more about the actual act and also what's involved in making the decision as to whether or not someone should be fired i learned long ago a system that i call the seven and eight rule it's very simple and obvious when i first start explaining it now if someone's in your company and they are really good like you love them they love you they're obviously a nine and ten you want to keep them and you want them to stay and they want to stay most of the time those people are nine and tens because they're enjoying it
当我年轻的时候，我是一个多面手，我什么都能做，可以清洁厕所，清洁公司厕所，帮助他人搬运车辆并到达现场做展示，我能做展示，什么都能做。但后来我成为了一名市场营销专家，我觉得随着业务的发展，你必须脱离多面手，建立专家团队，让擅长某个领域的人帮助业务发展，这包括建立允许员工在招聘、发展和思维过程中做到这一点的系统。即使作为创始人，你也必须确保学习一门技能，否则你会变得多余，这其实没问题，我经常在我建立的公司中找到了其他替代品。我认为这是聪明的做法，除非你能成为专家，否则这可能是对公司最好的事情。当你规模扩大时，很可能会有比你更优秀的CEO存在，我多次发现这种情况，我在Fluid公司创立11年后找到了一个比我更优秀的CEO来替代我。希望如果你知道自己的目标，并给雇佣的人以目标，你将有利于团队和业务的更广泛增长。知道你的价值观并坚持它们，知道你的目的地并应用这一非常重要的系统和去除多面手点。你将拥有一个易于招聘人员，能够规模扩大并独立运行的业务。现在让我们谈谈如何解雇某人，我在我的职业生涯中有过上百次解雇他人的经历，我将教你如何解雇某人，也讲述了你可能何时会被解雇的情况。其中一件我讨厌的事情是解雇某人，但如果你想在业务中生存下来，这是一项非常必要的技能。我经常建立大公司，由于各种原因需要迅速缩小规模。你必须学会解雇雇员，虽然这不好，但解雇人员最困难的事情之一是了解何时解雇合适。现在我认为，当涉及到实际解雇人员时，例如依法进行解雇、发送适当的警告、做好相关文件等结构性方面的事情，你可以向律师咨询。我不会浪费你的时间告诉你你所在国家的法律，无论你在哪里，都会有所不同。我想更多地谈谈实际行动，以及决定是否解雇某人的过程。很久以前我学到了一个系统，我称之为七八规则，这非常简单和明显，当我开始解释时。如果有员工在你公司里，他们表现得非常好，喜欢你，显然是九分和十分，你会想留住他们，他们也想待下去。大多数情况下，这些人表现出色是因为他们喜欢这份工作。
now of course like i said earlier make sure you get these people equity make sure you look after these people over time but you know you want to keep them and they want to stay it's no brain that it's cool
当然，就像我之前说的那样，确保给这些人公平待遇，确保长期照顾这些人，但你知道你想要留住他们，他们也想留下来，这是理所当然的，很酷。
then you have what i call the ones and twos these are people who are shit at their job they know their shit at their job you know their shit at their job and most of the time they either quit or you file them into no brain or everyone feels it
然后你就有我所说的"一和二"类型的人，他们在工作中表现得糟糕。他们知道自己在工作中表现糟糕，大多数时候要么辞职，要么被归类为没脑子或者被大家都感觉到。
they don't turn up on time they don't care about the purpose of the company whatever it is it's obvious that relationship comes to an end naturally
他们总是不按时出现，他们也不关心公司的目标是什么。不管是什么原因，很明显这种关系自然而然地走到了尽头。
the really difficult thing for any employer and for that matter any employee is if you are a seven and eight which means you're almost good enough you're almost able to do the job and sometimes as an employer you're desperately hoping they become good enough you're waiting for them to become a nine and ten and some days they are but then they stick back to a six
任何雇主，无论是雇主还是雇员，真正困难的事情是，如果你是七, 八，这意味着你几乎够好了，几乎能胜任工作。有时作为雇主，你迫切希望他们变得足够好，你在等待他们成为九、十分。有些日子他们确实如此，但后来又回到了六。
some days they're a seven and there's various reasons why people are seven and eight and often it's not because they're crap at their job it's because they're in the wrong job with the wrong team doing the wrong thing i have often seen a seven and eight and actually moved into a different department or a different role and they become nine's and ten's but that's not always the case and sometimes the hardest people to fire are the seven and eight's
有些时候，他们是七分，造成人们成为七分或八分的原因有很多，通常并不是因为他们工作不好，而是因为他们选择了错误的工作、与错误的团队一起做了错误的事情。我经常看到一些七分或八分的人，实际上转移到了不同的部门或不同的角色，然后变成了九分或十分。但并不总是如此，有时候最难辞退的人就是七分或八分的员工。
So how do you do it well I think first of all you put proper structure in place to identify what is success for that employee. You want to understand how they work, what's going on in their lives. Instead of walking into the room and saying you haven't performed, you walk into the room and you say how can I help you perform. There's things that you can do as a leader to check whether or not that person can get better at their job and if there's anything you can do to support them. But in the end learn the seven and eight world and I have seen this. I have kept seven and eight's in my companies in the past and the nine's and ten's leave.
所以你如何做到这一点呢？我认为首先要建立合适的结构，确定对于员工来说什么是成功。你要了解他们的工作方式，他们生活中发生了什么。与其走进房间说你表现不好，不如走进房间问如何帮助你提高表现。作为领导者，有很多事情可以做，来检查那个人是否能在工作上变得更好，以及你能做些什么来支持他们。但最终要了解七八世界，我见过这种情况。过去我公司留住了七八分的员工，而九十分的却离开了。
If someone can surf get away with it and not do their job and know with the cushions then why would a nine and ten stay? Why would a nine and ten stay a nine and ten if they can get lazy and not work as hard or cut corners and not get fired then you're going to have a problem. Nine and ten's will not stay in your business and you'll have a company full of seven and eight's. And seven and eight's are hard to manage, take up nearly all of the conversation any HR conversation.
如果有人可以逃避工作，靠着靠垫混日子，为什么九和十还要留下来呢？如果他们可以懒散不努力工作，走捷径却不会被解雇，那么你就会遇到问题。九和十不会留在你的企业里，你会招来一群七八。而七八很难管理，几乎会占据所有的人力资源对话。
You have to learn to grow a pair of balls and fire these people and you know what when you do this has happened to me many times, they're grateful because those seven and eight's if you fire them can often go on to find a job they like where they are nine and ten and are appreciated. It's your responsibility to fire seven and eight's. So how can you identify if someone is a seven and eight? Well the law I have is how many times a day are you talking about them. If they come up too much in any conversation amongst your team members, or even customers more than once or twice in a week, you've probably got a problem.
你必须学会勇敢地解雇这些人，你知道吗，当你这样做时，我经历过很多次，他们感激。因为那些七八分的员工，如果你解雇他们，他们往往会找到一份自己喜欢的工作，成为九十分的员工，得到赏识。解雇七八分的员工是你的责任。那么怎样才能识别出某人是七八分的员工呢？我的法则是，你每天提到他们的次数有多少。如果在团队成员之间甚至顾客间的任何对话中，他们频繁出现超过一两次，那么你可能有问题。
Second thing is you often are running a system in your brain where you are fearful of not finding a replacement so you don't want to fire them because they're better than nobody. And I've done this myself many times. A seven and eight is at least a pair of hands helping you when you're building a business, sometimes that's a relief and the idea of having to find someone new is painful. So you need to get strong. You need to realize and maybe even line up your next hire before you fire. Now I promised you that the employee and I would be the same is also looking for another job. So maybe what you can do is help them find that other job.
第二件事是，你经常会在大脑中运行一个系统，害怕找不到替代者，所以你不想解雇他们，因为他们总比没有人强。我自己也做过很多次这样的事。拥有七八分的员工至少是在你经营业务时提供帮助的一双手，有时这是一种解脱，而要找新人的想法则很痛苦。所以你需要变得坚强。你需要意识到，甚至在解雇之前就可能安排好下一个招聘。现在我向你保证，员工和我也在寻找另一份工作。也许你可以帮助他们找到那份工作。
I have done this many times, I've gone to someone who's a seven and eight and said you're not happy I don't think you're not completely doing the job the way you should I've helped you get an interview at this other company. It has actually built relationships with people that weren't happy in the company but are now my friends outside of work. You can help that person even though it might be frustrating that that person's in your company and not performing. The best thing you can do is work out a solution for them and for you.
我已经做过很多次了，我曾经去找过工作态度七八分的同事，告诉他们你不开心，我觉得你并没有完全尽到应该做的工作，我帮你安排了在另一家公司的面试。这实际上建立了和原本对公司不满意的人们之间的关系，现在他们已经成了我在工作之外的朋友。即使这样，你也可以帮助他们，尽管这样可能会让人感到沮丧，因为那个人在你的公司里表现不佳。你能做的最好的事情就是为他们和你自己找到一个解决方案。
And you can build a great relationship with that person even though it's perhaps not a great relationship with the company right now by helping them move on. Following the rule identify seven and eight, be honest with yourself, do not have fear that you cannot replace them, and find a nine and ten. You will help that seven and eight find a new job and always be honest with seven and eight how you're feeling. It will be better for you and for them and there is a chance and it's happened a few times in my career or that person becomes a nine and ten and it can often be when you give them equity.
你可以与那个人建立良好的关系，即使目前与公司的关系也许不是很好，通过帮助他们继续前进。遵循规则七和八，对自己诚实，不要害怕不能取代他们，寻找九和十。你将帮助那些七和八找到新工作，并始终诚实地告诉他们你的感受。这对你和对他们都会更好，有时在我职业生涯中已经出现过几次，那个人会变成九和十，通常是当你给他们股权时。
Let's talk about how to go global now, why is going global one of my main points? It's because a lot of people don't realize that they can go global, a lot of people don't realize that they'll probably remove a lot of the risk in their business if they do go global. Why? Well, if you're in more than one market and the market you're in is in trouble you spread your risk. I've had this happen to me many times in my early career with Fluid. We were just in Hong Kong and it was risky, Hong Kong had a lot of ups and downs and when we had the downs I was subject completely to that down. I had no counterbalance with a business potentially in another market doing well.
让我们现在谈一谈如何走向全球，为什么走向全球是我的主要观点之一呢？因为很多人并没有意识到他们可以走向全球，很多人并没有意识到如果他们走向全球就可能减少很多商业风险。为什么呢？如果你在多个市场，当你所处的市场出现问题时，你就可以分散风险。在我早期在Fluid工作时，这种情况经常发生。我们只在香港市场，而那里投机波动很大，当市场出现问题时我完全受到影响。我没有另一个潜在业务在其他市场取得成功来平衡。
And going global it turns out is not difficult anymore, often people don't realize there are a few steps to allow your business to go global when you didn't think it was even possible. So what are those steps? First identify whether there's an opportunity for your product or your service in another market, so research and even if you don't want to open up that second office or sell that product in that market once you understand what markets where this could work are there's a couple of opportunities for you.
而事实证明，如今要实现全球化并不困难，很多人常常没有意识到只需一些步骤就可以让您的业务走向全球，而您甚至未曾认为这是可能的。那么这些步骤是什么呢？首先要确定您的产品或服务在另一个市场是否有机会，因此进行研究，即使您不想在那个市场开设第二个办事处或销售该产品，一旦了解哪些市场可能适合您的产品或服务，您就有了几个机会。
Now I could reverse back to raising money if you're able to say to someone that you could open up your product in other markets with their investment it can make an investor happy that's just one example. It can make an investor actually go ahead and invest in you equally like I mentioned earlier as well if a brand wants to sponsor you. To open up another office this can be a way for you to grow your business and you'll reduce your risk under the dime of a brand partnership research is key at this stage find out where your product could be sold even if you don't want to do the work to do it second you can basically set up models like franchising so if you don't want to set up that business in another market you can set up a brand franchising arrangement so someone else will open it up and someone else will do the work but you can make money by doing nothing.
现在，如果你能告诉某人你可以用他们的投资开拓其他市场，我可以考虑重新筹集资金，这可以让投资者感到高兴，这只是一个例子。实际上，这可以让投资者继续投资你，就像我之前提到的一样，如果一个品牌想赞助你。要开设另一家办事处，这可以是你发展业务的一种方式，你将通过品牌合作来降低风险，研究在这个阶段非常关键，找出你的产品可以在哪里销售，即使你不想亲自去做这项工作。其次，你还可以建立像特许经营这样的模式，如果你不想在另一个市场建立该业务，你可以建立一个品牌特许经营安排，这样其他人将开设业务，其他人将从事工作，但你可以通过无所作为来赚钱。
I hate passive income i don't think that exists but this is the closest thing to it in my opinion someone else running your brand in another market under a license so i think that franchising is a real opportunity and it's a it's a bit of a misunderstood word franchising because a lot of people kind of think of like subway or donalds but franchising can apply to a service business and many many companies are built on partnerships under a franchise structure the other thing that's really important about going global is making sure your business can stand the test of time and if you have a business that is thinking globally ironically you're more likely to survive in the long term you'll learn an important lesson which is it's easier to run a big company than a small company.
我讨厌被动收入，我认为这并不存在，但在我看来，让别人在另一个市场以许可证经营你的品牌是最接近被动收入的事情。因此，我认为特许经营是一个真正的机会，而且它是一个有点被误解的词。许多人会联想到像赛百味或麦当劳这样的特许经营，但特许经营也可以适用于服务业，而许多公司都是建立在特许经营结构下的合作基础上。另一件非常重要的事情是全球化，确保你的企业能经受时间的考验，如果你的企业是具有全球思维的，具有讽刺意味的是，你更有可能长期生存下去。你将学会一个重要的教训，那就是经营一家大公司比经营一家小公司要容易。
Far too many entrepreneurs and me included the points in my career have made my business too small that i am the only one that can run it i can't afford senior management i can't afford to get help i can't afford to actually stop working for a week i'm telling you now by thinking global you give yourself a chance to grow a big business and it's easier than having a small business despite what you've been told by other people get a big business if you can now it does link back to what your mission in life is maybe you don't want a big business but do not decide to not have a big business because you think it's easier to have a small business it's not small is not easier i have run big businesses and i have run small businesses and i had an easier life once i've made the business big so do not trap yourself in any market do not subject yourself to any market that could disrupt your business and make sure you always give yourself the chance to be free of your very own business not trapping you.
在我的事业生涯中，有太多的企业家，包括我在内，会让自己的企业变得太小，以至于只有我自己能够经营它，无法负担高级管理人员，也无法获得帮助，更无法停下工作一周。我现在告诉你，通过全球化思维，你可以给自己一个扩大业务的机会，而且比经营小型企业更容易，尽管其他人告诉你的可能不是这样，尽可能去经营一个大型企业。这与你的人生使命有关，也许你并不想要一个大型企业，但不要因为觉得运营小型企业更容易就决定不要经营大型企业，小型企业并不比大型企业更容易。我曾经经营过大企业和小企业，一旦让企业变大，我的生活就变得更容易了，因此不要局限自己在任何市场，也不要使自己受制于可能会影响你业务的市场，确保给自己获得自己企业的自由的机会，不要被自己的企业所困扰。
How to get a mentor this is the single biggest question i ever get asked and it's so simple to answer no one seems to listen to me but i'm going to try anyway if you want a mentor in your business i totally understand why that sounds cool but the reality is people have built businesses around this concept that you need a mentor and they've sold you it as the solution is not what you actually need is not a mentor what you need in reality is someone who can answer the questions that you have and perhaps even give you the answers to questions you didn't know to ask and this can all be done without a mentor in fact i would argue if you got me as your mentor it would be pretty annoying because a mentor will tell you their experience but it might not be relevant to your life this video today in a way is all the knowledge i have anyway so of course you can still have me as your mentor but what you're really saying if you're honest about it is you're looking for a coach you're looking for someone to keep you accountable and you can actually break down what that means into what you really need if you want someone to work with you in your business and keep you accountable get a co-founder if you want someone to help you with sales hire a sales person if you know the question you want to ask then ask it
如何找一个导师，这是我经常被问到的最大问题，也很容易回答，但似乎没有人听我说，不过我还是会尝试。如果你想在你的业务中找一个导师，我完全理解为什么那听起来很酷，但事实是有些人已经建立了围绕这个概念的业务，他们把导师卖给你作为解决方案，但实际上你需要的不是导师。实际上，你需要的是能回答你问题的人，甚至可能给你那些你不知道该问的问题的答案，这一切都可以在没有导师的情况下实现。事实上，我认为如果你选择我做你的导师，可能会很烦人，因为一个导师会告诉你他们的经验，但这可能与你的生活无关。今天这个视频本身就是我所拥有的所有知识，所以当然你依然可以选择我做你的导师，但如果你真诚对待，你在寻找的其实是一位教练，你需要的是有人监督你，并且你可以真正理解这意味着什么。如果你想要有人与你合作，监督你的业务，那么请找一个联合创始人，如果你想要有人帮助你销售，请雇用一位销售人员，如果你知道你想问什么问题，那就问出来吧。
now i say all that i still want to deliver on a promise to help you get a mentor and this is how you get a mentor number one you research what matters what matters to that person someone reached out to me yesterday asking me to be their mentor for a properly development business they want to run do you not know who i am i hate the property industry and everything it stands for i think property should be a basic human right and the present bitalet system has screwed the world up i don't want to help someone do that. Now they were very nice and very polite i won't name who they are but i'm telling you right now do your research before you ask someone for help of course i'm not going to reply to that but i did reply saying no but i'm saying that most people won't reply you don't want to ask someone to be your mentor i have not done the research on them the second thing is don't just say please be my mentor now there are plenty of people that don't take my view that you don't need a mentor and do want a mentor and they. will mentor you some more charge and some won't i'll get onto that in a minute but when you ask someone to mentor you remember it's a bit like saying would you like to get married you need to define what it means so define what you mean when you say will you be my mentor tell people what that means for you i would like ten minutes of your time once a week and perhaps consider if you do start defining what it is what sort of questions you're going to ask and often if you ask a question you will get a mentor if you ask for a mentor you'll get no reply at all because no one can commit to an open-ended question especially from a stranger asking for mentorship you need to define it in an ideal world i suggest you ask a question first that's actually why i built help bank.com so you can go and write a question to 105 000 potential mentors
现在我想说的是，我仍然想信守帮助你找到导师的承诺，这就是如何找导师的第一步：研究对方重要的事情。有人昨天联系我，希望我可以成为他们一个即将开展的业务的导师。你难道不知道我是谁吗？我痛恨房地产行业及其一切。我认为房产应该是一项基本人权，现行系统已经弄乱了整个世界。我不想帮助某人做那种事。他们非常友好和有礼貌，我不会点名不告诉他们是谁，但是我告诉你，找帮助之前先做好研究。当然我不会回复他们的请求，但我回复说不，但我要说大多数人不会回复。你不想要求别人成为你的导师在没有研究对方的情况下。第二点是不要简单地说“请成为我的导师”。有很多人不同意我的观点，认为你需要一个导师并想要一个导师。他们会帮助你，有些人需要付费，有些人则不需要，稍后我会讨论这一点，但是当你请求某人成为你的导师时，请记住，这有点像你在说“你愿意结婚吗”，你需要定义这意味着什么。所以，当你说“你愿意成为我的导师吗”，告诉对方这对你意味着什么，比如我希望每周花10分钟和你交流，也许要考虑如果你开始定义这意思的话，要问哪些问题。通常情况下，如果你提出一个问题，你就会得到一个导师，但如果你寻求一个导师，你可能不会得到回复，因为没有人能对来自陌生人的情况进行无限承诺。你需要在一个理想的世界里定义清楚。我建议你首先提一个问题，这也是为什么我创建了helpbank.com网站，这样你就可以向10.5万个潜在导师提问。
now if after all this you're still set on getting a mentor another way to get a mentor is change the word mentor to advisor and when you're looking to build a company for example and maybe you want a mentor to help you build a company look for someone that has specific knowledge that you're after and ask them to join your advisory board now advisory boards a little bit more glamorous for most people a mentor isn't something you see on many people's LinkedIn profile but advisor to this company and advisor to that company often is so reframe it as advisory now if you've got a business with purpose and you've followed the other things i've said in this long video the day you'll know how important things like process and systems and structure and goal will lead you to decide what type of advisor you need and it's much easier to get an advisor than it is a mentor and it's much easier to structure what the relationship is like if they're for example one of your board of advisors they'd probably have equity in your business so you're no longer asking someone to hang out with you and give you a bit of advice and motivate you you're asking someone to give you specific knowledge around something they love and believe in and it's much much easier
现在，如果经过所有这些之后，你仍然决定要找一个导师，另一个找导师的方法是将导师改为顾问。比如，当你想要建立一家公司，可能想要一个导师帮助你建立公司，那么就要寻找那些具有你所需要特定知识的人，并邀请他们加入你的顾问委员会。现在，对大多数人来说，顾问委员会可能更具吸引力，导师并不是你在许多人的领英档案上看到的东西，但是作为某个公司的顾问或那个公司的顾问，经常会看到。所以重新定义它为顾问。现在，如果你有一个有目标的企业，并且已经遵循了我在这个漫长视频中所说的其他建议，那么你会知道像流程、系统、结构和目标这样的重要性将会引导你决定你需要什么类型的顾问。而且，获得顾问比获得导师要容易得多，如果他们是你的顾问委员会的一员，就会更容易构建关系。他们可能会在你的企业持有股权，因此你不再是在请求某人和你一起闲逛并给你些建议和激励，而是在请求某人给你关于他们热爱和信仰的某个领域的具体知识，这会变得更加容易。
the next thing you can do to help yourself get a mentor is connect to the people that they are connected to so referrals are the best way to get help many times someone i know for a long time this helped me out has asked me to mentor someone to help them out and i have done it without question and so that referral a bit like in sales and the other things i've mentioned today referrals are so powerful try to get someone to refer you to the mentor that you want it's also much easier for someone to say yes when they've got some reference point of someone that knows you now be careful don't go become friends with someone just to get them to refer you it'll be transparent and actually hurt you so do it genuinely but if you can get a referral for the mentor that you need it's very powerful
为了获得导师，下一步你可以做的事就是与他们有联系的人建立连接，所以推荐是获得帮助的最佳途径。许多次我认识很久的某人向我求助，让我帮助某人，并且我毫无犹豫地帮助了他们，这个推荐有点像销售中提到的推荐。就像我今天提到的其他事情一样，推荐也是非常有力的。试着让某人向你推荐你想要的导师，当有一个了解你的人作为参考时，别人会更容易同意。但要小心，不要仅仅为了让他们推荐你而成为朋友，这样会太明显且实际上会伤害你。要真诚地去做，但如果你能获得你所需要的导师的推荐，那将非常有力。
now the final way to get a mentor if that's what you want the best way is to give value to the person you want as a mentor some of the people i've helped in my past have helped me first i didn't ask them to so for example someone redesigned a website for me and made my website better of course after someone's gone and made all that effort to support me and help me i'm going to give them time and i think that time in the early days allows us to work together to define the questions they're asking and define the things that a person actually needs and so go and give value to the person that you want as your mentor don't just ask them for something try to bring them something and it will make a huge difference and i think that that's one of the things that people never do they just want to extract value and this goes back to my personal philosophy in life it's not give and take it's give without take
现在，如果你想要找到一位导师的最终方法，最好的方式就是给你想要作为导师的人带来价值。我过去帮助过一些人，他们也曾帮助过我。比如，有人为我重新设计了一个网站，让我的网站变得更好。当然，在某人花费了那么多精力来支持我和帮助我之后，我会给予他们时间。我认为，在早期阶段给予时间让我们可以共同努力去定义他们提出的问题，定义一个人实际需要的东西。所以，去给你想要作为导师的人带来价值，不要只是向他们要东西，尽量为他们带来些什么，这会产生巨大的影响。我认为，人们从来不做的一件事就是他们只想提取价值，这回到了我的个人人生哲学，不是给予和取舍，而是给予而无取舍。
if you follow give without take when trying to get a mentor if you follow give without take when trying to get a mentor i'm pretty sure you'll get that mentor but don't expect anything don't expect that person to become your mentor give them value give them respect clearly you respect them you want them to be your mentor make the effort and over time it will come back to you even if it isn't in that person becoming your mentor how equity works this is such an important subject if you don't get the equity structure right in your business you will fail i have been involved in many many businesses that didn't do this right and collapsed not because they weren't good businesses but because they didn't know how the structure of equity works now just before i get into the detail of how to structure your equity structure in the future correctly i will make sure that you understand one important point most people don't want to drop below 50 equity in a company because they think it means they lose control that's not true you are able to control your company under the operational agreement now in each country u.s. Britain different markets you have different terminology for this but you control your company by the shareholder agreement you don't control your company by the amount of equity that you hold so if for example you have 50 50 equity split with someone you are actually potentially in joint control as far as equity is concerned but you can still allocate one person to make all the decisions and have actual control so do make sure that you understand that equity ownership does not equal control right it does not equal control keep an eye on this mindset because you will often make big mistakes around equity ownership thinking it means you lose control of your drop below 50% and that is not true
如果你想要得到一个导师，而在努力寻找导师时只顾给予而不求回报，我相信你最终会找到那个导师，但不要期望得到任何回报，不要期望那个人会成为你的导师。给予他们价值，给予他们尊重，清楚地表现出你尊重他们，你希望他们成为你的导师。付出努力，随着时间的推移，回报将会返给你，即使并非通过那个人成为你的导师来体现。关于股权的运作方式，这是一个非常重要的主题，如果你在自己的企业中没有正确理解股权结构，你将会失败。我参与过许多许多企业，在这方面做得不好而导致破产，不是因为它们不是好企业，而是因为它们不了解股权结构的运作方式。现在，在详细讨论将来如何正确构建你的股权结构之前，我会确保你理解一个重要观点，大多数人不希望在一个公司中持股低于50%，因为他们认为这意味着失去控制，这是不对的。你可以通过运营协议来控制你的公司。在每个国家，如美国、英国等不同市场，对此都有不同的术语，但你可以通过股东协议来控制你的公司，而不是通过你持有的股权数量来控制。举例来说，如果你和某人有50%-50%的股权分配，实际上在股权方面可能是联合控制，但你仍然可以指定某人做出所有决策并实际控制。所以确保你了解股权所有权并不意味着掌控权，保持警惕，因为你经常会在股权所有权上犯大错，以为它意味着失去控制，或者持股低于50%。这是不真实的。
the second thing to keep in mind with equity is understanding where you're going with the business everything i've already discussed in this video is interlinked but if you don't know where you're going you don't know how much equity you need to get there too many people sell a lot of chunk of equity at the early stages of their business only to realize later in their business they don't have enough equity to get to the finish line if your model is like tech company model and you intend to raise a lot of money you have to be very cautious with the equity in the early days now there were all sorts of graphs and information on the internet they will explain to you this point but i'm highlighting it to you so you can go and research it it's a very deep subject but do not sell too much equity at the beginning having said that the best thing you can ever do is sell no equity at all i know it's cool to raise money i know it but it's cooler to run a business where you don't raise money a bootstrap business in my opinion is healthier you can retain 100% control and 100% own equity it's always probably going to be better now there's a lot of exceptions to that suggestion and one of them i would say is make sure you don't make this one big mistake i see a lot of people make i have seen people start businesses and when they start businesses with a partner they do 52% 48% and often for no other reason than the person who came up with the idea believes that he deserved 2% more this has happened time and time again it's a huge mistake i've seen arguments ensued two years later between those two people because they didn't just do it 50 50 do not assume again control 52% means anything if anything is detrimental so if you have a co-founder my instant recommendation my instant recommendation is you do 50 50 do not belittle the other partner by giving them less they will instantly psychologically think they will do 48% of the work you will do 52% of the work it does not bode well in the long term now there is a danger with 50 50 that danger is decision lock if you're making one decision and your partner's making the other and you haven't put a shareholder agreement in place to decide who has the deciding vote you have a problem so the way around this is often to have a third party help you make big decisions someone you both trust ideally but you create a 50 50 ownership structure with a board of advisors for example and this allows you to make decisions especially difficult decisions without major argument and avoid conflict with your partner
在权益方面要记住的第二件事是要理解你的企业的发展方向。我在这段视频中已经讨论过的一切都是相互关联的，但如果你不知道自己将走向何方，你就不知道需要多少权益才能到达目的地。太多人在企业早期阶段出售大量权益，只有在企业发展后才意识到他们没有足够的权益来达到终点。如果你的模式像科技公司模式一样，打算筹集大量资金，你必须在早期对权益非常谨慎。现在互联网上有各种图表和信息，它们会向你解释这一点，但我强调给你听，这样你可以去研究。这是一个非常深刻的主题，但不要在开始阶段出售太多权益。话虽如此，你可以做的最好的事情是根本不出售任何权益。我知道筹钱很酷，但更酷的是经营一家不筹钱的企业。在我看来，自给自足的企业更健康，你可以保留100%的控制权和100%的所有权益。这通常会更好一些。现在对于这个建议有很多例外，我想说其中一个例外是要确保你不犯这个我看到很多人犯的一个大错误。我见过有人开始创业，在与合伙人合作时，他们分成了52%和48%，而这往往是因为那个提出创意的人认为自己应该多得2%。这种情况一次又一次地发生，这是个巨大的错误。我见过两人之间因为这个问题两年后发生争执。因为他们没有按照50%的份额来分配。不要再次假定控制权52%有什么意义，如果有的话，如果有的话，这是有害的。所以如果你有联合创始人，我强烈建议你以50%的比率平分。不要因为觉得对方该得更少而贬低对方。他们会立即在心理上认为他们要做48%的工作，你要做52%的工作，这对长期来说无益。当然，50%的情况可能有危险，这个危险是决策僵局。如果你做一个决定，你的合作伙伴做另一个决定，而你们没有设立股东协议来决定谁有决定权，你就会遇到问题。因此，解决这个问题的方法通常是请一个第三方帮助你做出重要决策，最好是你们两个都信任的人。但你可以创建一个拥有董事会顾问的50-50所有权结构，这样可以让你在做出决策，尤其是困难决策时不至于大吵大闹，并避免与合作伙伴发生冲突。
now the best way to avoid conflict and avoid even needing to turn to your board of advisors is to be very clear about where you're both going and i'm using at the moment in this equity example a 50 50 partnership could equally be a one third one third one third or one fourth one fourth i'm just using this as an example that you all know where you're going i have seen problems in the business for example where someone is building the business money's coming in one person wants to take the money out and put it in their pocket as profit the other person wants to put it back into the business to help it grow one person wants to stay in one market the UK and no person wants to expand to the US you need to try and work out all of this stuff ideally before you even start the company within your mind map that i taught you earlier you figure out where you're going and why and therefore you avoid conflict when it comes to major decision making later again i have seen companies fall apart because one person wanted to take the money out and one person didn't and literally business collapses because the two don't agree don't get along the business fails equity ownership under this system i'm now teaching you it's not about control as i mentioned but it is about understanding what the equity is there to do now depending on your structure if you're a charity this won't matter so much but if you're a limited company that's looking to raise money please make sure your cap table has the right people on it i have seen many people not get investment because they gave two percent to the wrong person that the other investors don't want associated with equity ownership will tarnish your reputation understand how equity is structured it's showing who is involved in the company so you need to make sure that you align your brand i talked about branding earlier to the equity ownership and whoever owns that company whoever owns a part of your company will affect the brand image so make sure that you're aligning your brand values with your equity ownership
现在避免冲突并且甚至不需要求助你的顾问团的最佳方法是非常清晰地了解你们两个的目标。在这个权益例子中，50%的合作伙伴关系只是一个例子，也可以是三分之一、三分之一、三分之一或四分之一、四分之一。我只是用这个例子来说明你们需要清楚地知道自己的目标。在企业中我曾见过一些问题，比如某人在建立企业，资金进入，有人想把钱拿出来作为利润，另一个人想把钱投入企业帮助它成长，有人想留在一个市场，比如英国，而另一个人想扩展到美国。你们需要在公司成立之前尽可能地了解这些事情，将其在你之前我教给你的思维导图中确定好你要去哪里和为什么，这样当以后做重大决定时就可以避免冲突。再次我看到公司因为一个人想拿钱出来而另一个人不同意，最终导致业务崩溃，因为两个人意见不合，生意失败了。在我现在教给你的这个系统下的权益所有权，不是关于控制，正如我提到的，而是关于明白权益的用途。现在根据你的结构，如果你是一个慈善机构，这可能不那么重要，但如果你是一家有意筹集资金的有限公司，请确保你的股权表上有合适的人。我见过许多人因将两个百分比分给不合适的人而未能获得投资，其他投资者不想与之合作。权益所有权会损害你的声誉，所以要理解权益是如何结构化的，它显示了谁在参与公司，所以你需要确保你的品牌价值观与权益所有权对齐。无论持有公司的人是谁，他们都将影响品牌形象，所以要确保你的品牌价值观与权益所有权保持一致。
Now there is a lot of talk by me and anyone that actually knows what they're doing in business about giving equity to your staff. I really believe in this. Now there's a couple of ways to do it. I honestly think if you want to build a business that scales you have to give equity to your people, but there's two types of equity structure. There's what we call share options which technically isn't actually equity. It's a percentage in the future of the company, but it can often be in what are framed as earnouts or there's straight up equity. Now there is a hybrid in this model and I don't want to get too technical now because I'm actually not a lawyer, but I want you to understand the difference. Most of the time people are buying stocks and shares in the stock market they have share options which means that yes they'll get given shares but those shares have no class level so they have no decision-making power. So you can own shares in the company in the stock market but have no influence over that business or no control but that is one way to incentivize people you give them share options. My preferred method and everyone on my team has this actual physical equity in the company not share options via the stock market listing but real-life equity in the company so the company was sold today they will get paid out whereas often with share options it's some link to the stock market listing or in some cases if it's already listed to you selling the shares in the stock market but if the company decided to take the company off the stock market wherever that price was you'd have to sell out again some legal obligations around this it has to be more than 70 percent of the shareholders agree but the point is I have owned shares in the stock market of a company that I believed in and then the owners of that company actual equity owners of that company decided to take the company off the stock market I had no choice but to sell my shares that company d listed became worth a billion dollars and I could have owned it but I wasn't allowed because I only owned the share option side the stock market side not actual physical equity in the actual company and I think it's important if you're even thinking investing in a company to understand the difference of course if you're going to work in the company understand the difference and if you're building a company and you don't understand the difference you're going to have a major problem in the future.
现在很多人，包括我在内，以及那些实际了解业务的人都在谈论将股权分配给员工。我真的相信这一点。现在有几种方法可以做到这一点。我坚信，如果你想要建立一个能够扩展规模的企业，你必须将股权分配给你的员工，但股权结构有两种类型。一种是我们所谓的股票期权，从技术层面上来说，它实际上并不是股权。它是公司未来的一部分股份，但往往可以以股权收购或直接股权的形式呈现。现在在这个模式中有一个混合的方式，我现在不想太过技术化因为我实际上不是律师，但我想让你了解其中的区别。大多数情况下，人们在股票市场上购买股票和股份，他们有股票期权，意味着他们会获得股份，但这些股份没有等级之分，因此没有决策权限。因此，你可以在股票市场里拥有公司的股份，但对该公司没有影响力或控制权，但这是一种激励员工的方式，即给他们股票期权。我更倾向于我的团队成员都拥有公司的实际股权而不是通过股票市场上市的股票期权，而是实际的股权在公司里面，因此如果公司被出售，他们就会获得报酬，而股票期权往往与股票市场上市挂钩，或在某些情况下，如果已经上市，那么您要在股票市场上出售股票，但如果公司决定将公司从股票市场下架，无论价格是多少，您都必须再次出售有关此事的一些法律义务要求获得70%以上的股东同意，但关键是我曾经拥有过一家公司的股票，当时我相信这家公司，并且这家公司的实际股东决定将该公司从股票市场下架，我别无选择，只能出售我的股份，那家公司的价值已超过10亿美元，但我却不能拥有它，因为我只拥有股票期权，而不是该公司的实际股权，我认为如果你甚至在考虑投资一家公司，了解这种区别是很重要的，当然，如果你打算在公司工作，理解这种区别也很重要，并且如果你在建立一家公司时不了解这种区别，你在未来将会面临重大问题。
Now this subject of share ownership understanding the different classes please spend time understanding the different classes go google how it works go google share options go google stock market shares go google equity ownership this stuff is complex it's going to be too long I'm not legal I've got to go through all of you now but this structure of share ownership can literally make or break a company I would also finally say to you depending on what your end goal is is how you should reverse engineer your share equity ownership if you are looking to IPO your business then you want to make sure that the IPO process is fully understood of course but your stock is reversed backward. So when you start the business and you're looking to list it one day you need to know that when you're starting the business ideally because if you don't structure it early on to eventually get listed it probably won't. Now I learned this the hard way with a few businesses that I was involved in the share structure was so complicated we couldn't get all the shareholders to agree to even do an IPO some shareholders wanted to keep it private other shareholders wanted to do an IPO and it gets so messy because they didn't know where they were going in the early days so learn to structure what I call reverse engineering know what your end goal is and reverse the share equity structure from day one under that premise.
现在，关于股份所有权理解不同类别的主题，请花时间了解不同的类别，去谷歌了解它是如何运作的，去谷歌股票期权，去谷歌股票市场股票，去谷歌股权所有权，这些内容很复杂，可能太长了，我不是法律专家，现在我必须通过所有这些，但是这种股份所有权结构可以决定一个公司的成败。我想最后对你们说，根据你的最终目标是什么，你应该如何逆向思考你的股权所有权，如果你想上市你的企业，你要确保完全理解IPO的过程，当然，你的股票是逆向的。因此，当你创办企业并希望有朝一日上市时，你需要知道在创办企业时最好结构化，因为如果你不早日设计好最终上市的结构，那很可能不会实现。现在，我以前参与过的一些企业就是这样学习到的，股份结构非常复杂，我们甚至无法让所有股东就是否进行IPO达成一致，有些股东希望继续保持私营，而其他股东希望进行IPO，这会变得非常混乱，因为他们在早期并不清楚未来方向，所以学会结构化，我所说的逆向工程，了解你的最终目标是什么，并从第一天开始根据这个前提调整股权结构。
Now there's one final thing I teach you about equity sometimes it's harder to determine the value of your company to sell equity so one thing you should look into and perhaps use is products like a safe now platforms like y-combinator one of famous accelerators out there that help businesses grow use a safe to help determine a business and its long-term potential for value there's many different ways to structure a safe but the beautiful thing about that model and go and google it is you don't need to determine the value of your business now someone can invest in your business on a discount of the value in the future now again there's many different ways to structure that concept but the concept of safe I have found to be very useful especially in the early days of building a business to take away the conversation about what is your business worth and move towards investing this business and this is what we're going to do it's much easier to get an investor for example frankly it's much easier to incentivize your employees with it you're not determining a value on the stock share now so it doesn't cause tax implications. as well i really think it's useful and not many people know about it so i hope this overview and equity gives you a good understanding of how it works i am going to do a whole video on this much more detailed i'm going to get some lawyers involved too to show you the different agreements and how it works but if you go do a little bit of googling you'll get most of the information you need that i haven't provided here and if you have any questions about equity feel free to drop them in the comments
现在有一件最后的事情我教你关于股权，有时候很难确定你公司的价值来出售股权，所以你应该研究和可能使用的一件事就是像SAFE（简单协议股权）这样的产品，现在像Y Combinator这样的平台是著名的加速器之一，他们帮助企业成长，并使用SAFE来帮助确定一个企业及其长期潜在价值。有很多不同的方式来构建一个SAFE，但这个模型的美妙之处可以在谷歌中搜索，你无需确定你的企业价值。现在有人可以以未来价值的折扣投资你的企业。再次，有很多不同的方式来构建这个概念，但我发现SAFE这个概念尤其在建立企业的早期阶段非常有用，可以避免关于你的企业价值是多少的讨论，而转向投资这个企业，这就是我们要做的。例如更容易吸引投资者，坦率地说，更容易激励你的员工，因为你不需要确定股权的价值，因此不会引起税务问题。我真的认为这很有用，而且很多人并不知道，希望这个简介和股权让你对它如何运作有一个好的理解。我将会做一个更详细的视频，我们会邀请一些律师来展示不同的协议以及运作方式，但如果你做一点谷歌搜索，你会找到大部分我在这里没有提供的信息，如果你对股权有任何问题，欢迎在评论中提出。
how to sell your business how to exit a company i have done it a few times in my life there's loads of different ways to do it i'm going to share it with you how to exit your business ultimately selling a company is often a dream of a lot of entrepreneurs i have done it a few times i've done it a few different ways and i've got some interesting insights to share with you one of the things I start off by saying if you really want to sell your company the best way to sell your company is not want to sell it at all the most amount of money I ever got for a company was because I didn't want to sell it that's the strongest place to negotiate from so the number one thing I'm going to tell you in an ironic twist when coming to sell it for your company the best thing you can do is build a business you love and selling it or accident and selling it will accidentally happen
如何出售你的企业，如何退出一家公司。我一生中已经做过几次了，有许多不同的方式可以做到。我将和你分享如何退出你的企业。最终出售一家公司通常是很多创业者的梦想。我已经做过几次，采取了几种不同的方式，我有一些有趣的见解想要分享给你。其中一件事，我要说的是，如果你真的想要出售你的公司，最好的方法是不要想要出售它。我为一家公司获得的最多的钱，是因为我当时并不想卖掉它，这是最有利的谈判立场。所以，我要告诉你的第一件事情是，在矛盾的转折中，当你想要出售企业时，最好的方法是建立一个你喜爱的企业，然后出售它或者意外出售它都会发生。
this has happened over and over again history always repeats itself Mukzukabur was offered a billion dollars by Yahoo to sell his company and he said no so now it's worth a trillion and I think there's something really powerful in this process it's kind of sales like I was teaching you earlier it's kind of sales you don't want to sell it means you can get the most for it it's a very hard thing to actually be truly not interested in selling it it is actually your goal but it will ensure you get the maximum value out of a business if you do it this way the other way to think about selling your business and the way I've sold my last company is I partnered up with a company that could buy my business so fluid partnered up with Price Waterhouse Cooper and we worked on a project together
这种情况屡见不鲜，历史总是会重演。Mukzukabur被雅虎出价十亿美元收购他的公司，但他拒绝了，现在这家公司价值一万亿美元，我觉得这个过程中有一种真正的力量。就像我之前教过你的那样，这有点像销售，你不想卖掉它，这意味着你可以获得最多的价值。但真正不想卖掉它是一件很难的事情，但这个目标会确保你从业务中获得最大的价值。另一种考虑出售你的企业的方式，以及我上一家公司的出售方式是，我与一个可以购买我的公司的公司合作，所以fluid与普华永道合作，一起开展了一个项目。
and in that process of working on a project together PWC realize that this should just bias now at the time when it was first mentioned I didn't want to sell great negotiating first step but in the end I did sell it and I tell you all about that process in a minute but I'm trying to highlight that another way to sell your business is partnership work with the company that is likely to want to buy your business build the relationship up and you'll be surprised how that can lead to an exit again don't lean into it wanting an exit lean into it wanting to build a partnership that works for both parties but it can be a great way to sell your business the third way is to work with agents that actually sell businesses and there are a few I'm not going to recommend any because this isn't a sponsored video by them but you can google them there are many companies that do it sometimes it can be quite useful to get one of these companies to do it because of course if you're busy trying to sell your business you're not busy growing your business
在一起共同参与项目的过程中，PWC意识到这应该是个偏见，现在是说的时候，当初我不想卖，但最终我卖了，一会儿我会告诉你关于那个过程的全部，但我试图强调的是另一种销售业务的方式是与可能希望收购您的公司合作建立关系，您会惊讶于这可以如何导致退出，再次不要急于想退出，而是要想建立一个对双方都有利的合作伙伴关系，但这可以成为一个很好的销售您的业务的方法，第三种方式是与实际销售企业的代理合作，有一些，我不会推荐任何一家，因为这不是他们赞助的视频，但你可以搜索一下，有很多公司在做这个，有时候让其中一家公司来做这个可能会很有用，因为当然，如果你忙于销售你的业务，你就没有时间忙于发展你的业务。
but I honestly feel like that these days these agents there's a lot of them and they all have their own different agendas so just make sure you do your due diligence Ask the previous company that they work with what they were like make sure that the legal structure is very clear because you don't want to get conned by these companies when you come to the exit actually will fee the fourth way to sell your business is more a merger so your competitor is a way to exit and it might seem odd. You've probably spent 10 years hating your competitor I spent most of my early career making friends with my competitor I originally thought I was. going to sell fluid to ogivy i made a lot of friends at ogivy i used to sit next to them at the awards dinner on purpose to connect to them i did projects with them i thought they were going to be the exit but they weren't and so i think mergers however are very common and two businesses coming together is the easiest that do the same thing it's often the easiest way to sell a business
但我真的觉得这些日子里这些代理商有很多，而且他们都有各自不同的议程，所以一定要确保你尽责任地调查。询问他们之前与哪家公司合作过，了解他们的表现如何，一定要确保法律结构非常清晰，因为你不希望在退出时被这些公司欺骗。实际上，第四种出售你的业务的方式更像是一种合并，这样与竞争对手退出可能看起来有些奇怪。你可能已经花了10年时间讨厌你的竞争对手，我在我的早期职业生涯中大部分时间都在与我的竞争对手交朋友。最初，我以为我会把Fluid卖给Ogivy，我在Ogivy交了很多朋友，我故意坐在他们旁边参加颁奖晚宴，做项目，我认为他们是我的出路，但事实并非如此，我认为合并是非常常见的，两家做同样事情的企业合并往往是出售业务的最简单方式。
and i will however caveat it with most of the time you don't get the most value so i sold my company fluid to pwc pwc of an accounts business they're not a creative agency so they saw more value in us than if i'd merged with ogivy they think they can do what we do so sometimes selling to a non competitor is more valuable but if you want an easy sell mergers are often the way it works and it's not always true that you don't get the true total value i've just from experience learned sometimes selling outside the industry like i did with fluid to pwc can lead to more money than selling to someone in the industry like ogivy but that doesn't mean it's always true
然而，我必须强调，大多数情况下你并没有获得最大价值，所以我把我的公司Fluid卖给了普华永道。普华永道是一个会计业务公司，他们并不是创意代理机构，所以他们对我们看重的价值更高，如果我选择与奥美合并，他们可能不会给出这么高的价值。有时候，把公司卖给非竞争对手反而更有价值。但如果你想要轻松出售，合并通常是一种方式。并不总是如此，你并不总是无法获得真实的总价值。从经验中我学到，有时像我把Fluid卖给普华永道这样，选择卖给行业外的人可能会带来比卖给同行更多的钱，但这并不意味着这种情况总是成立。
and finally if you want to sell your business one of the things that you can also think about is allowing the management in your company to buy it so i have also done this i let the leadership team at nest buy that business and there's many different ways to structure a buyout over time percentage of profit but in the end it can be a really good way allowing you to sell your business without that business getting hurt and by also giving the people that worked in the company a chance to really step up and own what they've been building with you i personally really was happy to sell nest to my team and i think it's a really powerful way of building an exit strategy for yourself while at the same time giving the people that run it the love and success that they deserve so they're the main ways
最后，如果你想出售你的企业，你也可以考虑让你公司的管理团队来购买它。我就是这样做的，我让尼斯特的领导团队购买了那家企业。有很多不同的方式来构建一笔买断交易，可以根据利润的百分比来分配，但最终，这可能是一个非常好的方式，让你能够出售你的企业，同时避免伤害企业，并让那些在公司工作的人有机会真正振奋起来并拥有他们与你一起建立的东西。我个人对将尼斯特卖给我的团队感到非常高兴，我认为这是一种非常有力的方式，为自己建立出口战略，同时也给经营者们他们应得的爱和成功。这些就是主要的方式。
now i will add that when it comes to selling a business the the key thing like anything at the beginning when you're building the business never ever pitch to an investor or yourself that you're building a company to sell it and in fact i would argue if you're building a company to sell it and i've seen this many times be careful you might end up getting stuck with a business you don't love do not build a business to sell it do not pitch to investors that you're going to sell it build a business you love investors want to invest in that build a business you never want to sell people want to buy a business like that that's the key to being successful in business in my opinion do not build something you don't love do not build something that doesn't have purpose
现在我要补充的是，当涉及出售一家企业时，像任何事情一样，关键是从一开始就要充分考虑。在建立企业时，永远不要向投资者或自己承诺要建立一家公司来出售。事实上，我会争辩说，如果你建立一家公司来出售，我已经见过很多次，小心，你可能最终会被困在一家你不喜欢的企业中。不要为了出售而建立企业，不要向投资者承诺你将出售它，建立一家你热爱的企业，投资者希望投资于这样的企业，建立一家你永远不想出售的企业，人们想要购买这样的企业，这是我认为成功经营企业的关键。不要建立你不喜欢的东西，不要建立没有目的的东西。
if you've got value from this video i'd really appreciate it by you asking a comment down below or even telling me what i've missed out on this video that you want in the future so i can make it for you and don't forget we're following people's dreams every single week on this channel if you want to hear what happens to the people we help hit that alarm button so you get the latest update as soon as the upload button is hit good luck everybody goodbye i'm going to eat chicken now see ya
如果你从这个视频中获得了价值，我会非常感激你在下面留下评论或告诉我这个视频中我可能遗漏的内容，以便我可以为你制作出未来想要看到的内容。别忘了，我们每周都在这个频道上追寻人们的梦想。如果你想知道我们帮助的人发生了什么，请点击警报按钮，这样你就可以在上传前得到最新的更新。祝大家好运，再见！我要去吃鸡肉了，再见！