The E-Myth Revisited – an Interview with Michael E. Gerber #265
发布时间 2021-02-16 08:01:00 来源
Music Welcome to the Brian Bafini Show, where we explore the mindsets, motivation and methodologies of success. Here's your coach, Brian Bafini.
欢迎来到布莱恩·巴菲尼秀，我们将探索成功的心态、动力和方法。下面是您的教练布莱恩·巴菲尼。
Music Well, the top of the morning to you, and welcome to the Brian Bafini Show.
嗨，大家早上好，欢迎来到Brian Bafini Show。
The guest I have for you today, I met him 31 years ago, I met his book 35 years ago, and it was a book that changed my business and changed my life. It's called the E-Mithri Visited. And as a guy who's written three small business books, the E-Mithri Visited is, in my opinion, the greatest small business book ever written.
我今天带来给你的客人，我在31年前认识他的，我在35年前认识他的书。那是一本改变了我的事业和人生的书，叫做《企业重建之路》。作为曾经写过三本小企业书的人，我觉得《企业重建之路》是史上最伟大的小企业书籍。
When I give it to people, I tell them it's the Bible for small business. Michael Gerber, who lives in Karlsbad, who's right down the street from me, and we have not touched base in 30 years, which is just kind of nuts because we've been crossing paths.
当我把它给别人时，我告诉他们这是小型企业的圣经。迈克尔·格伯（Michael Gerber）住在卡尔斯巴德，就在我家附近，我们已经没有联系了30年，这实在太疯狂了，因为我们一直相交。
So Michael Gerber, it is a long overdue pleasure to have you on the show today.
迈克尔·格伯，今天非常高兴能有您来宾，我们迫不及待地期待着这一天的到来。
It's a delight, Brian, and yes, 30 years is a long time not to see each other, especially when we're crossing each other in the freeway. Right, well, we're doing it today, and I'm sure it'll be the first of many.
太好了，布莱恩，是的，三十年不见是很长的时间，特别是当我们在高速公路上擦肩而过。好吧，今天我们要见面了，我相信这是以后见面的第一次。
One of the things that's happened with COVID, it's given me a chance to not only reconnect with some people, but it's given me a chance to connect with some people I've had a desire to. This was, like I said, I have my assistant reach out to your folks, and I'm delighted we could do this today.
有一件事情是关于COVID发生的。它让我不仅有机会重新联络一些人，也让我有机会与那些我一直想联系的人联系上了。就像我所说的，我让我的助手联系了你们，并且我很高兴我们今天能够联系上了。
So I want to kind of dive in. We've got some very exciting things to talk about as far as what you're doing today and the new directions of all the stuff you got going on.
所以我想要深入探讨一下。关于您今天正在做的事情以及所有正在进行的新方向，我们有一些非常令人兴奋的谈论内容。
Talk to people and explain to people what the actual e myth is.
和人们交谈并向他们解释实际的传奇是什么。
Well, the entrepreneurial myth is so transparent, the minute you hear it and understand it. It's the fact that most people who go into business aren't entrepreneurs. They're what I've come to call technicians suffering from an entrepreneurial seizure.
嗯，创业神话非常容易理解和透明。事实上，大多数进入商业的人并不是创业者，他们是我所说的技术人员，正在经历创业性的抽搐。
I'm sure they don't start a business to create something great. They start a business to get rid of the boss.
我相信他们开创企业不是为了创造出伟大的东西，而是为了摆脱老板。
So you've had folks working for you doing it, doing it, doing it, doing it, doing it, doing it, doing it, doing it, doing it, doing it.
那么你有人为你工作，一直在做它，做它，做它，做它，做它，做它，做它，做它，做它，做它。
Yeah. Ultimately, they say, why am I doing this for Brian? I can be doing this for me. Right. And they go off and start their own deal. Doing what they were doing for you for themselves. With the picture in their mind that now they're going to be able to take home all the money. And in other words, they start to split it with you. Now they do their own thing in their own way, etc and so forth and so on. And it's a disaster.
“对啊。最终，他们会问自己，我为什么要为布莱恩这么做呢？我可以为自己做这件事。”对啊。于是他们离开了，并开始了自己的事业，像为你做的那样，但是现在他们可以带回家全部的钱。换句话说，他们开始和你分钱了。现在他们按照自己的方式和想象中的方法进行着自己的事情，等等，这样就会造成灾难。
So that's the myth. The myth is that they're entrepreneurs because they've started their own business. The reality is something significantly different than that. Right.
那么这就是一个神话。这个神话是说他们是企业家，因为他们创办了自己的业务。现实情况与这相当不同。是的。
And we know the current environment, Michael, is probably for me. And I'm in America 35 years and I believe this is the most challenging small business environment ever. You know, obviously I've never lived in an America where small business wasn't allowed to open its doors or a small business wasn't allowed to take care of customers or a small business wasn't allowed to do its basic daily functions or freedoms.
我们知道目前的环境，Michael，对于我来说可能很困难。我在美国生活了35年，我相信这是有史以来最具挑战性的小商业环境。你知道，显然我从来没有生活在一个不允许小企业开门、不允许小企业照顾顾客或者小企业不能完成基本日常工作和享有自由的美国。
And we know that this too shall pass to some degree and we're going to pass this pandemic, but there's going to be a carnage left in its wake. That is beyond what's normal and we both know the vast majority of small businesses already fail. And now you have a circumstance like this. So it's probably one of the reasons why I reached out to you because I feel like so many people are in need of this help.
我们知道这种情况会在一定程度上过去，我们会度过这次疫情，但在其余的逝去中会留下暴行。这已经超出了正常的限度，我们都知道大多数小企业已经失败。现在你有这样的情况。所以我和你联系可能是因为我感觉很多人需要帮助。
What is the fatal assumption people make that you talk about in the event that when they get into a business they make these assumptions and then they go open up their own business.
当人们进入商业并假定一些东西后开设自己的业务，您谈到的致命假设是什么？请用您中文母语的方式表达。如果需要，可以改写原文。
Oh, the fatal assumption, for example, choose real estate because you know that market. Right. The fatal assumption is that if I know how to sell real estate, I can start a business selling real estate. Right. And effectively they believe that just the fact of knowing how to do the work enables them to run a business doing that work.
哦，这种致命的假设，比如你选择房地产行业因为你熟悉这个市场。对。这种致命的假设是，如果我知道怎样销售房地产，我就可以开始做房地产生意。对。他们实际上相信，仅仅懂得如何从事某项工作就能够经营那份工作的生意。
And the reality is selling real estate is only a very small part of the true real estate business. The whole business of real estate becomes the question and becomes the problem.
现实情况是，房地产销售只是真正的房地产业务的很小一部分。整个房地产业务成为问题，成为难题。
But let me say something to what you just said because it said to me now over the past year, obviously, and more so more frequently. That because of COVID because of COVID because of COVID, et cetera, et cetera, et cetera, there's a real problem on the street. Small businesses are suffering because they're being legislated out of business and on and on and on and on.
让我针对刚才你所说的话发表一些观点，因为在过去一年中，特别是最近，这些话对我来说显得非常重要。由于疫情的原因，一些现实问题开始在社会上出现，比如小型企业因为法规的原因面临破产等等。
That last year, now I'm talking about the year before the year of COVID, there were over 500,000 small companies that shut their doors permanently, right? Year before that, identically the same, the year before that, the year before that. So understand that the COVID reality is simply another reason small businesses go out of business regularly.
去年，现在我说的是COVID疫情之前的那一年，有超过50万家小公司永久关闭。前一年也是如此，前年也是，再往前也是。因此，请理解COVID现实只是小企业常常破产的另一个原因。
Many people are just closed minded in I just got to be good at what I do. I just got to make the best widget. I got to provide the best service. I got to bake the best pies, I, you know, the great baking story in the book.
很多人只是心态狭隘，而我得做好自己的事情。我必须制作最好的小部件，提供最佳的服务以及烤出最好的馅饼。就像书中的伟大烘焙故事。
Look, we're in the personal development business. We're in the training business, the skill development business. Most people aren't that open to change. They're not that open to grow until they get their but handed to them a few times, you know, and so like you say, they get into these businesses, they're good at this one thing and then they're tend not to be that open to make the kind of changes it takes to be a great business owner.
听着，我们的工作是发展个人素养。我们是培训业，技能发展业。大多数人不愿意改变。除非他们尝到苦果，否则他们不太愿意成长，你知道的，所以就像你说的那样，他们进入这些行业，擅长某一方面，然后他们往往不愿意做出成为优秀企业主所需的变革。
We have a thing called a real estate career path, which is someone starts out as a licensey and then they become a producer and then they become a professional and the professional is the business owner and I tell people all the time I became a really good realtor and I was a crap business owner.
我们有一种叫做房地产职业道路的东西，它的基本流程是从一个持牌人开始，然后成为生产者，之后成为专业人士，而专业人士就是企业主。我告诉别人，我成为了一名非常好的房地产经纪人，但我却成为了一个糟糕的企业主。
You're right. And then I had to learn how to be and it was through hard knocks and then really you get hurt enough to become a good business owner and then do the same thing when I formed befitting company to coach and train people I started out. I was a really good speaker. We had a really good system, but I was a crap business owner in the coaching business.
你说得对。然后我不得不学会如何成为一个好的商家，这是通过吃了不少亏的经验来实现的。当我创办了一家名为“适宜公司”的训练机构时，我也是这样做的。起初，我是一个非常优秀的演讲家，我们有一个很好的系统。但是在教练业务中，我是个糟糕的商家。直到我受了足够多的打击，才逐渐成长为一个好的商家。
And so if there's a certain humility, there's a sense of experience and then you really got to go to work, right? You got to go to work. We have defined a path. You talked about a path. You're essentially saying first you're this, then you're this, then you're that.
所以，如果有一定的谦卑，就会有经验的感觉，然后你真的需要去工作，对吧？你需要去工作。我们已经制定了一条路线。你谈到了一条路线。你基本上是在说，首先你是这个，然后你是那个，然后你是那个。
I've defined a path. So the eightfold path resides at the heart of everything, emith, everything, Gerber. And I'll describe the path very simply by saying first it's I've got a dream. Second, it's got a vision. Third, I've got a purpose. Fourth, I've got a mission.
我定义了一条路。所以八正道是万物的核心，责任，一切，格伯。我会简单地描述这条路，先是我有一个梦想。其次，它有一个愿景。第三，我有一个目的。第四，我有一个使命。
So dream vision, purpose and mission. They're different than each other. The dream is absolute critical. It sets the foundation for your vision. Your vision is absolutely critical. It sets the foundation for your purpose. And your purpose is absolutely critical because it creates the need for a mission. And the mission is absolutely critical because until you have one, you're never going to go beyond doing it, doing it, doing it busy busy busy busy, which is a crapshoot. And the mission is always dies. Right.
梦想、愿景和使命，它们彼此不同。梦想至关重要，它为你的愿景奠定了基础。你的愿景绝对关键，它为你的使命奠定了基础。而你的使命绝对关键，因为它创造了一个需求。使命至关重要，因为如果没有一个使命，你永远不会超越忙碌地做，做，做，做，那样只是瞎忙。而使命总会死亡。是的。
Now, the next four steps are the key to the process of business development. And the first is what I call the job and the job is the client fulfillment system. The second is the practice. And the practice is the franchise prototype with the lead generation system, the lead conversion system and the client fulfillment system. The next is the business and the business is nothing other than up to seven turnkey practices.
现在，下面的四个步骤是商业发展过程的关键。首先是我称之为工作的客户实现系统。其次是实践。实践是特许经营原型，包括引导产生系统，引导转化系统和客户实现系统。接下来是业务，它只是最多七个操作简单的实践。
Lead generation lead conversion client fulfillment practice number one lead generation lead conversion client fulfillment practice number two. So real estate agent number one real estate agent number two real estate agent number three number four number five number six. Number seven is a business. It's a brokerage. final step is the enterprise.
首先是首要目标——引领潜在买家；其次是潜在买家的转化；然后是客户满意度的提升。对于不同的房地产经纪人，第一、第二号目标的实践方式可能会有所不同。例如，第一位房地产经纪人可能会与第二位、第三位、第四位、第五位、第六位房地产经纪人不同。第七位则是一个企业，是一个经纪机构。最后一步是这个企业的整体发展。
And the enterprise is nothing other than up to seven turnkey businesses. And up to seven turnkey businesses is 49 turnkey practices. This is how you do it. This is how you do it. This is how you do it. And you do it, identically, the very same way, every single time, just like McDonald's.
这个企业实际上就是最多七个交钥匙式企业。最多七个交钥匙式企业就是四十九个交钥匙式业务。这就是做法。这就是做法。你必须每次都以同样的方式去做，就像麦当劳一样。
Yeah. No, this is great. And let me ask a dumb question. And there are dumb questions, as we both know, where a lot of people get confused, I've seen in the application is the difference between the vision and the mission. And they're very well.
啊，是的，这非常好。让我问一个愚蠢的问题。我们都知道，有些愚蠢的问题会让很多人感到困惑，我在申请中看到的就是关于愿景和使命之间的区别。它们非常重要。
Let me describe what they are. Yeah. Very, very clearly. First, let me describe what the dream is. The dream is the great result you intend to produce. So in 1977, at the founding of my company, the Michael Thomas corporation, interesting lead the same year as Apple.
让我来描述一下它们是什么。是的。非常非常清楚。首先，让我描述一下梦想是什么。梦想是你打算创造的伟大结果。因此，在1977年，当我创立我的公司迈克尔·托马斯公司时，同年苹果公司也成立了。
In 1977, I said, my dream is to transform the state of small business worldwide. So I set out to create a worldwide phenomenon. The first business development firm ever created. The first small business coaching company ever created. So that was a dream.
在1977年，我说过，我的梦想是改变全球小企业的状况。于是我开始创造一个全球性的现象。这是有史以来第一家商业发展公司。也是有史以来第一家小企业教练公司。所以那是一个梦想。
I had a vision. My vision was to invent the McDonald's of small business consulting services. You follow what I'm saying. Yeah. So suddenly, I now converted my dream, which is the great result I'm going to produce, into the media through which I was going to produce it.
我有一个想法。我的想法是要发明小企业咨询服务的麦当劳。你听得懂我在说什么吧。嗯。所以，突然间，我把我的梦想，也就是我将要创造的伟大成果，转化为我要用来创造它的媒介。
The McDonald's of small business consulting services, what in the world is the McDonald's of small business consulting services? It's a turnkey methodology through which the store operates every single time, every day in the very same way. Right.
小企业咨询服务的麦当劳是什么，到底是什么呢？它是一个完整的方法，可以让店铺每天都以完全相同的方式运营。嗯。
The third was my purpose. My purpose was that every small business owner could be as successful as a McDonald's franchisee if they follow my paradigm. And so if they internalize my methodology, they would in fact become as successful as a McDonald's and some would become as successful as McDonald's itself. Nice.
第三个就是我的目的。我的目的是让每个小企业主都能够像麦当劳特许经营商一样成功，只要他们遵循我的范例。所以，如果他们内化我的方法论，他们实际上会变得像麦当劳那样成功，有些人甚至可以像麦当劳本身一样成功。不错。
And finally, my mission was to invent the business development system upon which my dream, my vision and my purpose depended upon. So you can see, I have a dream, I have a vision, I have a purpose, I have a mission. And when someone gets that, and it takes people time to get that brine. Yeah.
最后，我的任务是发明能够支撑我的梦想、愿景和目标的业务发展系统。所以你们可以看到，我有一个梦想，我有一个愿景，我有一个目标，我有一个使命。当有人理解了这一点，这需要时间，人们才能理解。是的。
But when they get that, when they absolutely do that work, what is my dream? Well, I'm not sure what my dream is. Well, my dream is to make some money. Well, my dream is to be rich. Well, my dream is to have a house in whatever or my dream is to have a swimming pool. Yeah, that's an outcome, baby. Right. Come on.
当他们完成了那个任务，那么我的梦想是什么呢？呃，我不确定我的梦想是什么。可能我的梦想是赚钱。或者我的梦想是变得富有。或者我的梦想是在某个地方有一座房子，或者拥有一个游泳池。是的，这是一种成果，亲爱的。来吧。
We're talking about a dream. Yeah. We're talking about Steve Jobs. We're talking about Brian Bufini. We're talking about a dream. We're talking about something bigger than life. We're talking about a legacy. And I'm saying every life is a legacy. It's either a stupid legacy or it's a moderately successful legacy or it's a legacy of brand design. But our life is meant to be lived that way.
我们在谈论一个梦想。对，我们在谈论史蒂夫·乔布斯，我们在谈论布莱恩·布菲尼，我们在谈论一个梦想。我们在谈论比生命更大的东西，我们在谈论遗产。我想说每个人的人生都是一个遗产，或者是一个愚蠢的遗产，或者是一个有一定成功的遗产，或者是一个品牌设计的遗产。但我们的生命就是要这样去过。
You're taking me back to the very day of writing the mission of changing the entire real estate industry. You know, what it meant to be perceived by the customer and what it meant for the individual, the average real estate agent, even to this day makes $30,000 in gross commissions. We have 22,000 members at average over 300,000.
你带我回到了写下整个房地产行业改变使命的那一天。你知道，这对于客户的感知意味着什么，对于个人，即使到今天，平均房地产经纪人的总佣金也只有30,000美元。我们有22,000名会员，平均超过300,000美元。
You know, as you're talking to me right now, it's visceral to me, Michael. And here's the thing. I'll tell you what I am is I'm a guy who applies things. I read this book at least once a year for the first 20 years of my business. And I became fanatical about something that I was not fanatical about, which was systems because I'm not a technical person. And many, many people when they hear systems today, they think it's technology.
你知道吗，迈克尔，就像你现在和我说话一样，这让我感觉很直观。而且你知道吗，我是一个善于应用东西的人。我在经营生意的前20年中，每年至少读一遍这本书。虽然我不是技术人员，但我变得对系统十分狂热。今天，很多人一听到系统就想到科技。
But systems are the promise keepers. Systems are the trust builders. Systems are the foundation. It sounds impersonal. You know, there's so many people in business, they're relational and they want to be relational in business. And I teach a relational system. But if you're not consistent in that relationship building, you're a flake. If you're not consistent, if you're not systematic, people can't count on you, right?
但系统是承诺的守护者。系统是建立信任的工具。系统是基石。听起来有点不太个性化。你知道，在商界里，有很多人都在建立人际关系，他们希望在商业上也能维持这种关系。我会教人建立人际关系的系统。但如果你在建立人际关系中不是一致的，你就是个不靠谱的人。如果你不稳定，不系统化，人们就无法依赖你，对吧？
And so I hear you and it's kind of what what's what's happening for me just so you know, listen into this. You know, obviously I've been blessed and we have changed the whole real estate business, right? We we're trying three million realtors in the last 25 years in 50 countries. But it's bringing up tremendous emotion for me because I live this. Anybody listening to this today, whether you've had the dream, maybe you've launched the dream without having this stuff together.
我听到您的声音了，这对我来说是正在发生的事情，所以您要知道，听听这个。显然，我很幸运，我们改变了整个房地产业，对吧？在过去的25年里，在50个国家试图拥有300万名房地产经纪人。但这对我来说引起了巨大的情感，因为我亲身经历了这一切。今天听到这个的任何人，无论您是否拥有梦想，也许您已经启动了梦想但没有准备好这些东西。
Guess what? You can take time out and refigure it. You're busy right now. You can take time out, start over. What was the dream? Why the hell just start this the first place? What is the vision? What's the purpose? What the mission? And then so it's it's so real. Let me get your thoughts.
猜猜看？你可以休息一下，重新思考一下。现在你很忙。你可以休息一下，重新开始。开始时的那个梦想是什么？到底为什么要开始这个项目？有什么愿景？有什么目的？有什么使命？然后这些都变得非常真实。让我听一下你的想法。
I'd like to hear straight from the master himself. When you think of systems and systemization, what does that mean to you? And what's ultimately the benefit for someone to really buy into that in the biggest way possible?
我想直接从大师那里听到。当你想到系统和系统化时，这对你意味着什么？最终，对于真正全力支持这一点的人来说，有什么好处呢？
When I think of systems prime, I think of them in the same way as you do, though you may not know that yet. I think of simply how we do it here. How we do it here. How we do everything here. Our lives are a complete texture of how we've lived them. So how we live them is the most important thing we could possibly ask ourselves if we're ever going to hope to produce something beyond belief.
当我想到系统主义时，我以与你相同的方式想到它，尽管你可能还不知道。我想到我们简单地在这里如何做事情。我们在这里做所有事情的方式。我们的生活是我们如何度过它们的完整质地。因此，如果我们希望创造超越想象的东西，怎样度过我们的生活是我们可能问自己的最重要的事情。
I'll give you a perfect example. My partner is Mark Harris. Mark Harris has been married 31 years. Mark has 13 children. Oh boy. Mark made a commitment one day about 30 years ago that he would have breakfast with his children every morning. Here are this. Breakfast with his children every morning. He and his wife. He made that commitment 30 years ago.
我可以给你一个很好的例子。我的伴侣是马克·哈里斯。马克·哈里斯已经结婚31年了。马克有13个孩子。噢，天啊。大约30年前，马克做出了一个承诺，每天早上都会和他的孩子一起吃早餐。这就是他的约定，30年来他一直践行着，他和他的妻子一起每天早晨和孩子们共进早餐。
Mark has kept that commitment for 30 years. Mark made a commitment. He would celebrate you the Sabbath every Saturday for the rest of his life. Mark and his family celebrate. Saturday is Sabbath every week, every month, every year. Imagine that. That's a system. It's a system of commitment. It's a system of strategy. It's a system of love. It's a system born out of who am I? Why am I here? So I'd love to say if we're born in the image of God and it said we're born in the image of God, it means we're born to create.
马克已经履行了那个承诺30年了。马克做出了承诺。他会在余生中每个星期六庆祝安息日为你祝福。马克和他的家人庆祝。每周、每月、每年的星期六都是安息日。想象一下，这就是一个系统。这是一个承诺之系统。这是一套策略之系统。这是一个充满爱之系统。这个系统源自于我是谁？我在这里为什么？所以我想说，如果我们是按照上帝的形象被创造的，那么这意味着我们被创造出来去创造。
I'm going to tell you a little story that almost no one's ever heard, but I'm going to tell it to you for the McDonald'sizing of what you're talking about and the systemizing of what you're talking about.
我打算告诉你一个几乎没有人听说过的小故事，但我要告诉你它是为了让你更加系统化地谈论你所说的话题，就像麦当劳那样。如果需要的话，我可以改一下我的措辞。
So I come to America. I'm a house painter son. I know nobody. I got to make a few bucks. I go down to this design shop. I let them know.
那么我来到了美国。我是一个油漆工的儿子。我谁都不认识。我需要挣点小钱。我去了这家设计店，告诉了他们。
I know how to do some finer things in the paint and business, go leaf and wallpaper and this and that and they said, okay, so they gave me a little job and I did a little job and then I got another job and I had a little motor scooter.
我知道如何在油漆和商业方面做一些更精细的事情，比如上叶子和墙纸，诸如此类。他们说可以，然后给了我一份小工作，我完成了一份小工作，然后就得到了另一份工作，还有一辆小摩托车。
So I get invited to do this property. It's a guest home in a place called Fairbanks Ranch. And every day I show up and I'm working in this guest house. It was the nicest house I'd ever been in and the main house was somewhere up the hill and I couldn't see it and didn't go nearest.
所以我被邀请去这个物业。那是一个叫做费尔班克斯庄园的客房。每天我都会去那里工作。这是我见过的最漂亮的房子，而主房子在山上，我看不到它，也没有到那附近去过。
So about two days in this lady comes down, very attractive lady and she says, I hear you're from Ireland. I go, yeah, she goes, I bet you love a cup of tea. I said, I do love a cup of tea.
大约两天后，一个非常吸引人的女士走了下来，她说，“我听说你来自爱尔兰。”我说，“是的。”她说，“我打赌你爱喝茶。”我说，“我确实爱喝茶。”
So she comes down at lunchtime with a cup of tea, the pots a certain way, the silverware is a certain way, the china is a certain china cup and a little ham sandwich. She goes, I know Irish people like a ham sandwich. Boom, we have a chaff.
那么她午餐时间端来杯茶，盆里放着特定的东西，银餐具也放在特定的位置，陶瓷茶杯也是特定的，再来个小火腿三明治。她说，“我知道爱尔兰人喜欢火腿三明治。”突然间，我们搞定了。
I go back to work and every day for two weeks at 12 o'clock, exactly at 12 o'clock, this lady arrived down with the silver tray, china cup, ham sandwich and we talked for half an hour. I finally said to her, I said, I got to tell you I'm kind of curious. I drove up the wrong way to the house this morning and the house is enormous and I said, what do you do?
我回到工作岗位，两周内每天都在12点钟准时，这位女士就会拿着银托盘、瓷杯和火腿三明治下来，我们会聊上半个小时。最后，我跟她说，我得跟您说说我很好奇。今天早上我走错了进入那栋巨大的房子，我就问她，您在这里做什么？
And she goes, my husband was in the restaurant business. It was John Croc. I said, you do the same thing every day at the exact same time she goes, that's the way Ray liked it and she goes, it made for a good business and it made for a good life.
她说，我丈夫曾经从事餐饮业务，他的名字叫约翰·克罗克。我说，你每天都在同样的时间做同样的事情。她说，那是雷喜欢的方式，这让我们的生意和生活都很好。
John Croc made me a cup of tea and a sandwich every day. 12 o'clock, I was 19 year old, immigrant house painter. I didn't know where I was. I didn't know who I was working for, but I've never told anybody that story, but that lady was phenomenal, but it was the same every day.
约翰·克罗克每天都给我做一杯茶和一份三明治。当时我19岁，是一名移民家庭的油漆工，我不知道自己在哪里，也不知道我是为谁工作，但我从未向任何人讲过这个故事。不过那位女士真的很了不起，虽然每天都是一样的。
It looked the same on the tray. Fairbanks ranch at the time, a lot was about $2 million. They had 12 lots. So it paid the bills to systems pay the bills, baby. Systems enable you to keep your word. Yeah. Think about it. It's just able you to keep your word. Right.
它在托盘上看起来都一样。当时的费尔班克斯牧场价值大约200万美元，他们有12个地块。所以它支付了账单，维持了系统的运行，宝贝。系统使你能够做到言出必行。是啊，想想看，它只是让你信守诺言的能力。没错。
And if we don't keep our word, who are we? Right. So there you go. It provides the integrity of everything we do. So that's my take on what a system is. I'm not a technology guy. I'm not a systems guy. I'm a life guy. Right.
如果我们不能信守承诺，我们是谁呢? 对。所以，这提供了我们所做的一切的诚信。这就是我对系统的看法。我不是技术人员。我不是系统人员。我是一个生活的人。对。
Right. And so I keep my promise. How do I keep my promise? How do I keep our promise? I love it. For those who maybe are new and who are about to run out and get the e-mith revisited. I'd love to tantalize them a little bit with these three concepts.
好的，我会履行我的承诺。我该如何履行我的承诺？我该如何履行我们的承诺？我喜欢这个。对于那些可能是新手，并且准备去获取《电子迷思》重新阅读版的人。我想通过这三个概念诱人一点点地引起他们的兴趣。
The entrepreneur, the manager, the technician. I mean, I know this is classic Gerber stuff, but I think it's still a mystery to people. People fail. People go bankrupt. They they have pain in their life. They lose their dream because they don't know the difference between the three. Maybe you can just give us the overview.
我是说，我知道这是经典的杰伯理论，但我觉得它对大多数人来说依然是个谜。人们失败了，人们破产了，他们在生活中感到痛苦。他们失去梦想，因为他们不知道这三个角色之间的区别。也许您可以给我们一个总体介绍？企业家、经理、技术人员。
Well, there's so obvious once you see it. Yeah. The entrepreneur is the leader. The entrepreneur is the creator. Entrepreneurs, what Walt Disney called the Imagineer. The entrepreneur is the one who makes it happen.
嗯，一旦你看到它，它就变得非常明显。是的，企业家就是领袖。企业家就是创造者。企业家，就像华特·迪士尼所说的想象工程师。企业家就是让它成为现实的人。
The manager is the one who makes certain it happens in the right way. And the technician is the one who does the work. So the leader creates it. The manager officiates over it. And the technician produces the result.
经理是确保工作以正确方式完成的人。技术人员是实际执行工作的人。因此，领导者创建它，经理主持它，技术人员则产生结果。
That relationship is critical to a successful company. But that relationship is critical to a successful life. And that's really the most important thing, Brian.
这个关系对于一家成功的公司至关重要。但是，这个关系对于成功的生活同样重要。而这真的是最重要的事情，布瑞恩。
My kids will attest to this. A little food market opened up near where we live. And I walked in and it had all these cool things. And the gal behind the counter was so nice. And I asked her for some supplements.
我的孩子们会证实这一点。我们住的附近开了一个小食品市场，我走进去发现里面有很多很酷的东西。柜台后面的女士也很好，我询问了一些补品。
You know, like the vitamin C type things were going to a tournament. My kids had a little sniffle. And she was so afraid of sounding like a salesperson. And she goes, I don't want to push anything on you. I know these are 99 cents.
你知道，像维生素C这样的东西要去参加比赛。我家孩子有点流鼻涕。她很害怕像销售员一样说话。她说：“我不想向你推销任何东西。我知道这些只有99美分。”
But this $5 thing is really great. But I just don't want to be this pushy salesperson. And I turned to her and I said, if you don't get this thing down, you're going to be closing the doors on this place. I said, you're doing me a service.
但这个5美元的东西确实很棒。但我只是不想成为一个过于强迫的销售员。然后我转向她，说道，如果你不把这个东西卖掉，你就会关掉这家店。我说，你在为我提供服务。
You're doing me a service. You're helping me help my family. I remember going away from that store going. She's doomed. And she probably has a couple of months free rent to start with. She negotiated into her leaves. And yeah, yeah, yeah, yeah, but she too, she won't gleefully promote what she has that can help me get healthy because she's afraid of being perceived as a salesperson.
你正在帮助我帮助我的家人，你为我服务了。我还记得从那家店离开时想着：她注定会失败。她可能先有几个月免租，她在请假条里谈判了这一点。但是，她也不会兴高采烈地推荐能帮我健康的东西，因为她怕被视为推销员。
Yeah. You know, she has the answers in there for all of us to feel healthier, but she's embarrassed about it because she's self conscious about being perceived as a salesperson or a pushy salesperson. And a couple of months later, I kid you not that that store was closed and they go, dad, you're right. And I go, I have no satisfaction in being right. I go, that was the death of a dream and that kills me.
嗯，你知道的，她在那里提供了所有让我们变得更健康的答案，但她感到尴尬，因为她自我意识中担心被看作为推销员或强迫性的推销员。过了几个月，我向你保证，那家店已经关闭了，他们跟我说，爸爸，你是对的。我说，我对于是正确的并没有什么满足感。我说，那是梦想的死亡，这让我很难过。
And that's why I think the emits systems are so critical because you're very candid. You'll tell people you're going to fail. You're candid because there's so much soft soap in in our world today. Nobody's willing to actually affect somebody with the truth that if you don't have the creative side, if you don't manage it the right way, and if you don't then have the producers that get it done. If you don't have systems to support it, and you don't have the job and the practice and the business and the enterprise, you're done. You're done before you start.
这就是为什么我认为发射系统非常关键，因为你很坦诚。你会告诉人们你即将失败。你是坦率的，因为如今的世界上充满了甜言蜜语。没有人愿意真正用真相影响别人，如果你没有创意，如果你没有正确的管理方式，如果你没有把它做成的制作人，如果没有支持它的系统，如果没有这份工作、实践、业务和企业，你就输了。在开始之前，你就已经输了。
Of course. So what am I going to say to people? I've been saying this whole whole my life. Right. What am I going to say to people? I mean, tell them a lie. Yeah. Say I want to, I want to, I want to, I want to, I said, I hear you want to, everybody wants to. But nobody does.
当然。那么我对人们要说些什么呢？我一直脱口而出这句话。没错。我该对人们说些什么呢？我的意思是，撒谎吗？对啊。说我想要，我想要，我想要，我想要，我听说你想要，每个人都想要。但是没有人真正去做。
Yeah. So here in the vast majority of people who fail in business didn't have to fail in business. And it isn't the pandemic. The pandemic is simply another excuse for failing in business because here are me. I see retailers, restaurants who are suffering from the pandemic and have figured away around it. Right.
嗯，事实上，绝大多数失败的企业家本来可以避免失败的。这不是因为疫情造成的，因为很多零售商和餐厅都在疫情中苦苦挣扎，但他们通过不同的方法克服了困难。
They figured away around it. They're already working on their business by figuring a way how to deal with that problem. Yep. While creating a successful life. Right. We're here in Carlsbad. You see, we have four buildings in our headquarters on our campus. They're all empty. Yes. That's March 9th.
他们想出了一个办法解决这个问题。他们已经在思考如何处理那个问题并开始了他们的业务。是的。在创造一个成功的生活。没错。我们在卡尔斯巴德这里。你看，我们在我们的校园总部有四栋建筑。它们全部都是空的。是的。那是三月九日。
I've had 250 employees working from home and working from out of state. And we put the systems in place to be able to handle that before the pandemic came. I think the big thing is I look at this and I'm excited for your new initiative and I encourage anybody.
我有250名员工在家工作，还有一些员工来自其他州。在疫情之前，我们已经建立了相应的系统来处理这种情况。我认为这很重要，我很期待你们的新计划，并鼓励任何人参与进来。
First of all, start with the book. If you've never read the book, you got to go today and get the book. If you haven't read the book in a while, it's time to pick it up. But I would encourage everybody to go to emethstrategies.com. There's some really cool pieces over there. There's a video that has the who's who of American influence in the last 20 years there.
首先，从书开始。如果你从未读过这本书，你得今天去获取这本书。如果你已经有一段时间没有读这本书了，那么现在就是拿起它的时候了。但我鼓励每个人去访问emethstrategies.com。那里有一些非常酷的东西。有一个视频，里面有过去二十年间对美国产生影响的重要人物们。
This is good for what ails you. If you're going to be in small business, you got to make it your business. You got to be about your business. You got to grow. You got to develop. You got to improve. You got to be willing to hear the hard things. You got to be willing to engage in things whether it be coaching and training where people tell you things where the gaps are because growing towards that stuff and pursuing your vision and your purpose and your mission. That's electrifying.
这非常适合帮助你解决烦恼。 如果你要经营小企业，那就要将其视为自己的事业，努力发展、改进和提高。你必须愿意接受别人说出缺点的教练和培训，因为努力追求你的愿景、目标和使命是令人兴奋的。
Brian, when you say if you're going to be in business here, me, if you're going to be alive, so I'm not talking about going to work on your business instead of just doing what to do and doing it. I'm talking about going to work on your life. Emeth is life work. This is just business work. Business is the economic side of life. But it's not the life of life. Brian lives a life of life. He speaks to his children about life.
布莱恩，当你说如果你要在这里开展业务，对我来说，如果你要活着，我并不是在谈论只是做该做的事情而不是去工作。我说的是要努力提升生活质量。《以马忒》是人生奋斗之路。这只是商业运作。商业只是生活经济的一个方面。但它并不是人生的全部。布莱恩过着充实的人生。他向孩子们传授生活之道。
When he spoke about that woman who started that store and she was apologizing for being business, Brian was giving a life lesson, not a business lesson. And so I just absolutely want to implore you all to hear this. This is life work every single person over these years who has taken on Emeth earnestly, has sent this endlessly.
当他谈到那个女人开了家店，却为经商而道歉时，Brian给的是人生教训，而不是商业课程。因此我真心希望你们所有人能听到这个。这是每个在这些年里真诚地接受Emeth的人所做的人生工作，他们不断地传递这个教训。
It transformed my life. It made everything this way now. Yeah. So this is really, really critical. It's so appreciate you sharing that, Brian. No, that's great.
它改变了我的生活。让一切变成了现在这个样子。是的，所以这真的真的很重要。非常感谢你分享这个，布莱恩。哦，太好了。
Let's do this. I have five rapid-fire questions we ask all of our guests. But before I get that, I just want to get that because that's a little bit about Michael. Let's do this. Let's say there's somebody thinking about starting a small business out there. Let's say there's someone who just started a small business out there or let's say there's someone who's floundering in their small business out there.
我们来做这件事吧。我们有五个速问，我们向所有来宾都提出。但在此之前，我只是想先简单介绍一下迈克尔。我们来动手吧。假设有人想要开始一家小型企业。假设有人刚刚开始了一家小型企业，或者假设有人在他们的小企业中处境困难。
What's the best piece of advice you could give them? Read the Emeth revisited and then do it. Yeah. Read the Emeth revisited and then doing. Yep. Great. You said it.
你能给他们什么最好的建议？读《重新打造EMETH》，然后去做吧。对啊，读《重新打造EMETH》，然后去做。对，太好了，你说对了。
You carried that book with you essentially in your back pocket for 20 years. You read it once every year, renewing it, renewing it, renewing it, renewing it. Listen to what Brian said. Every great Emeth entrepreneur has effectively done exactly what Brian just said to you.
你基本上在后口袋里带着那本书已经有20年了。每年你都会读一遍，并且不断地更新它。听听布莱恩说什么。每个伟大的Emeth企业家都实际上做了布莱恩刚刚告诉你的事情。
It's a life's work and his business reflects his life's work. His life doesn't reflect his business's work. His business reflects his life's work. Very true. Very true. Become that leader in your life. Yeah.
这是一生的工作，他的生意反映了他一生的工作。他的生活并没有反映出他的业务工作，他的业务反映了他的一生工作。非常正确。非常正确。成为你生命中的领袖。是的。
And it's a real treat and a privilege for me today to have you. I have no idea how this took so long to happen. But you know, it's kind of cool to see it in 3D today and have this experience. So let's do this.
今天能和你见面真是太棒了，对我来说也是一种荣幸。不知道为什么之前一直没有机会。不过今天能在3D中相遇，体验这种感觉真的很棒。那么，我们开始吧！
Michael, we've asked these questions of the who's who and it gives us a little insight into who you are and how you work. First of all, what's the single best piece of advice you've ever been given? Depends single advice I've ever been given is stop thinking like that. Who gave you that? I don't even remember. Wow. Wow. Okay. That's great. I love it. Stop thinking like that.
迈克尔，我们向众多权威人士询问了这些问题，这为我们提供了一些关于你是谁以及你工作方式的洞见。首先，你收到的最好的建议是什么？这要取决于我收到的最好建议是停止那样想。是谁给了你这个建议？我甚至都不记得了。哇。哇。好的。我喜欢这个建议。停止那样想。
Okay. What one talent or gift do you wish you possessed that you currently don't? I think that skill is to stay focused on one thing. I'm distracted by many things because I'm a creator. Of course. Of course. I'm continually creating. Yeah. And my wife says, stop creating. Yeah. Yeah. I'm continually creating the next the next the next. Right. Sure. Next because I see possibilities and everything. Right. Yeah. The one thing is just that staying focused on one thing. Yeah. I think that's something I've committed myself to and it's been beneficial for sure.
好的。您目前不具备的才能或天赋是什么？我认为那个技能是专注于一件事情。因为我是一个创作者，我会被许多事情分散注意力。当然，当然。我一直在不断创作。是的。我妻子说，停止创作。是的，是的。我一直在不断创作下一个，下一个，下一个。对，因为我在任何事物中看到可能性。是的。我只想说的是，专注于一件事情非常重要。是的，我已经致力于这个，这个确实有益。
What book has been most instrumental in your life? Actually, it's a book that I was introduced to. Oh, about six or seven years ago. I am that by three SRI Nizargadatta Maharaj. That's great. That's great.
你生命中最有影响力的书是什么？实际上，是有人向我介绍的一本书，大约是六七年前的事了。这本书是SRI Nizargadatta Maharaj写的《I Am That》。太好了，太棒了！
Okay. Yeah. You're not a big TV watcher, but let's say you're flipping through the channels and there's this one movie that comes on and every time it comes on, you stop. What's the one movie you've watched over and over and over again? There aren't any. No. No. Okay. That's interesting. That's interesting. Well, because you're also a very creative person. So you're you're kind of creating your own movie.
好的，嗯。你不是一个热衷于看电视的人，但是假设你正在翻看频道，然后有一部电影在播放，每次它播放时，你都会停下来观看。你反复观看过哪一部电影呢？没有哦。不是的。不是的。好的。那很有意思。那很有意思。因为你也是一个非常有创意的人。所以你正在创造自己的电影。
Last but not least, anything on Michael Gerber's book list that he hasn't checked the box on yet. There's something you want to do or see or. Oh, we're about to create the most significant company in the world. And we're about to create the Apple and Business Development Services. Nice. I looked up Apple just yesterday morning on Wikipedia. And the only reason I did it is because we were having a conversation about something in our business. And so I just looked up Apple and you understand when I said we were founded in 1977, Apple was founded in the very same year. Nice. And I wrote my partner this morning and I said I just checked Apple out on Wikipedia and noted that it is a two plus trillion dollar valuation.
最后但并非最不重要的，还有迈克尔·格伯( Michael Gerber)的书单中还没有勾选的任何东西。你想做或看到什么东西。哦，我们即将创建世界上最重要的公司。我们即将创造苹果和商业发展服务。不错。昨天早上我刚刚查了维基百科的苹果公司。我这么做的唯一原因是因为我们在谈论我们业务中的某些事情。所以我只是查了一下苹果，你明白我从1977年成立时说的时候，苹果公司也是同一年成立的。不错。今天早上我给我的伙伴写信，告诉他我刚刚在维基百科上查了苹果公司，注意到它的估值是2万亿美元。
Nice. And I said and Steve Jobs started his company the same day I did. We got a lot of catching up to do. A couple of teas to catch up on. And I look forward to meeting your partner. I'm 31 years married with only six kids. So I'm only as half as productive as him. So I look forward to catching up. You're going to love Mark.
很好。我说史蒂夫·乔布斯当天和我一样创建了他的公司。我们有很多要赶上的。我们可以喝几杯茶聊聊。我期待着见到你的合伙人。我已经结婚31年，只有六个孩子，所以我只有他的一半那么有生产力。我期待与他聊天。你会喜欢马克的。
That's great. This has been a treat. I am again, I have no idea. But things happen when they should happen. I have no idea why it's taken so long for us to connect like this. But I'm thankful we did. There's hundreds and hundreds of thousands of people tuning into this today. And many of them believe it or not. Even though since 1986 the E-Mid-3 visits been the best small business book on the market. There's a whole bunch of folks today. It's brand new too. And I'm excited. I'm excited to bring it to them and I'm excited for them to meet you. And it was a thrill for me to see it in 3D today. We shared a stage 31 years ago in Cleveland, Ohio. And it's taken a long time to reconnect since then. But this has been a treat the first of many my friend. Bless you and your family. Thanks for being on the show today. And I encourage everybody get a copy of the book and then check out emithstrategies.com. There's some really cool resources. Thanks for being with us today Michael. This has been a real treat.
好极了。这真是太棒了。我又回来了，但我不知道为什么会这样。然而，事情总是在应该发生的时候发生。我不知道为什么我们要这么长时间才能像现在这样联系。但我很感激我们能做到。今天有成千上万的人们收看这个节目。而且许多人甚至不敢相信，自1986年以来，《E-Mid-3访问》一直是市场上最好的小型企业书之一。今天也有许多人。而这本书也是全新的。我很兴奋。我很兴奋向他们介绍它，也很兴奋给他们介绍你。今天看到它是三维的对我来说很激动。31年前，我们在俄亥俄州的克利夫兰分享了一个舞台。自那时以来，我们重新建立联系花了很长时间。但这真是一份美妙的礼物，今后还会有更多的冒险，我的朋友。祝福你和你的家人。感谢你今天来参加节目。我鼓励大家购买这本书并查看emithstrategies.com上的一些很酷的资源。感谢你今天和我们在一起，这真是太好了。
My good light. My earnest to light, Brian. And we will see a lot of each other soon very soon. Well, thanks for joining us today. I appreciate this through his books and his information. It's been very influential in my thinking about business and how I've applied myself. And I hope it's the same for you today.
我的好灯，我的热忱点亮它，布莱恩。我们很快会经常见面的。谢谢今天来参加我们的活动。我感激他的书籍和信息，对我的商业思考和行动有很大的影响。今天希望你也能有同样的体验。
Thanks for joining us and I'm going to leave you with a little Irish blessing from someone who's been the most influential person in my life. That little 90 year old pocket rocket. My mother cherries with an Irish blessing. Until next time we'll see you then. May the road rise up to me too. And may the wind always be at your back. May the rain fall soft upon your fields and the sun shine warm upon your face. Until we meet again, may God hold you in the hollow of His hand. See you next time.
感谢你们的加入，接下来我要给大家带来一点来自我一生中最具影响力的那位90岁的小精力人——我母亲——的爱尔兰祝福。下次再见，祝你们的路途平坦顺畅，风在后方轻拂。愿雨水轻柔洒落在你们的田地上，太阳温暖照耀着你们的脸庞。再见之前，愿上帝紧握着你们的手心。下次再相见，我们见。