九大創業增長原則：實現規模化增長（附英文原稿）

2. Customers2.客戶 And the secondprinciple is. Decide who are your customers, knowing who your customers are, isessential. If you're going to solve their problem, it's critical. If you seekto make a difference in their lives, the mistake that so many hardworkingentrepreneurs make is they define their customers as anyone who buys theirproduct. 第二個原則是。決定誰是你的客戶，知道誰是你的客戶是至關重要的。如果你要解決他們的問題，這很關鍵。如果你想改變他們的生活，那麼許多勤奮的企業家所犯的錯誤是，他們把顧客定義為購買他們產品的人。 Well, yes,that's a definition of a customer. But what is the difference between thepeople who buy your product and the people who don't? Is it simply a Gulfbetween the people who know about it and the people who don't? I don't think sobecause there is no product in the world that is bought by everyone, the best products,the brands we care about, the organizations that thrive are for someone, notfor everyone. 是的，這是對顧客的定義。但...

9. Trust your people Trust in people you need to trust in something you might want to trust in systems you might want to trust in software, but consider for a minute trusting in people. First story. How did Zappos build a shoe store that was worth a billion dollars. If you think about it, all Zappos does is sell shoes than anybody could sell at a pretty low price online. [00:00:35] Just about anyone could have opened an online shoe store, how to turn an online shoe store into something that Amazon buys for a billion dollars. Well, the answer is that customer service isn't an expense customer service is an asset. What Tony Shay. One of the founders of Zappos did, was he said to his customer service people, I'm going to measure how long you spend on the phone and how much it costs. [00:01:05] And then he said something surprising. He said, I want it to cost as much as possible. And I want you to stay on the phone for as long as possible. Every other company says this is an expen...

3. Assets3.資產 And now it'stime for the next pillar, which is the idea of an asset. An asset is somethingyou own and easiest way to understand it is to think about what they were likea hundred or more years ago, back at the Dawn of when people thought aboutcapitalism. Imagine that you were in the business of making pins. 現在是下一個支柱的時候了，那就是資產的概念。資產是你擁有的東西，最簡單的理解它的方法是，回想一下100多年前，當人們想到資本主義的時候，他們是什麼樣子的。想象一下你在做别針。 In the old days,it used to take a talented pin maker an hour to make five pins. They were madeby hand. These are pins that you'd use to hold your shirt closed well alongcame the pin making machine. And if you bought a pin making machine, you couldmake 500 or a thousand pins in an hour. What that means of course, is if you'recompeting with the local pin maker, And you've got a pin making machine. 過去，一個有才華的制針師要花一個小時才能做出五個針。它們是手工制作的。這些是你用...

5. Decisions What do entrepreneurs make? Well, what we make is not a widget because our job is to hire someone to actually do the widget thing. What we make in the long run is not a sale because what we do is we hire someone to make a sale. What we make. Is decisions. The difference between good decisions and bad decisions is the history of every single organization. [00:00:38] Think about a company like Nintendo, you have heard of Nintendo. Why? Well, the antenna was a struggling playing card company, and then the CEO made a decision. They made the decision to enter the video game business. Decisions Nolan Buschnell ran Atari. The company that proceeded Nintendo Atari was dominant. [00:01:04] Every video game in the United States was spawned from Nolan, Bush, Nell's innovation and leadership. And yet they're gone decisions along the way you go left. Oh, you go right. When I was in business school at the tender age of 23, I went looking for a summer job and I was lucky enough ...

8. Persistence and quitting The next principle, doesn't show up in many entrepreneurial textbooks or courses, and I'm not sure why. Here we go. Everything, you start needs a way to finish every partnership. Every customer, every employee, every project, sooner or later. It's going to end, are you building a business so that you can sell it? [00:00:34] If your plan is to sell it organized from the beginning? So it's easier to sell. Are you hiring someone to work for you for the rest of their life? Because it's unlikely that they will when they don't then what happens and most important. Understand the depth. So we'll begin with the dip. The dip is the part of our work, the part of our journey that separates one side from the other winners from non winners. [00:01:06] Here's how it works. The environment is competitive. There are lots and lots of choices when customers have choices and they do, they pick the best one. Why wouldn't they, who wants to pick the second best one? Wha...

Welcome 歡迎光臨 Hey, it's Seth.And this is the nine nine principles that separate successful projects from theones that don't work. So well, of course, for entrepreneurs and people who seekto make a difference. Hey, it's Seth. I've been an entrepreneur and afreelancer for 40 years. It's been a long journey along the way. 嘿，我是賽斯。這就是把成功的項目和不成功的項目區分開來的九九條原則。當然，對於企業家和那些想有所作為的人來說。嘿，我是賽斯。我做了40年的企業家和自由職業者。這是一段漫長的旅程。 I've interactedwith literally millions of people who care enough to show up and do the hardwork of being an entrepreneur. If you're one of those people, this is a coursefor you before we get started some things to understand the first, what does iteven mean to be an entrepreneur? Look around, look around the built world, allaround us, whether it's the buildings or the sidewalk to culture, we engage inthe local school, all of it, every single element of it, sooner or lat...

6. The Flywheel And so now a key question, how are you going to grow? Because if you don't grow, you can't pay back your investors for their time or their money. If you don't grow well, then all you've done is book yourself a job. How are you going to grow? Well, we're looking for a flywheel. A flywheel is a heavy device that might take a little while to get it spinning, but once you started spinning, it keeps spinning. [00:00:39] And that's the goal. The goal is to create something for a group of people so that you can build a vibrant entity serving those you seek to serve without every day being a life or death sales mission. So there are several ways to approach this. Let me take you through a few of them. [00:01:03] The first one is pretty common. You figure out who your thing is for. You figured out how much it costs to sell one new customer. And as long as it costs you less to get a customer, then that customer is worth. You can do it again. That's why so many people hav...

1. Scale 1.比例尺 Hey, it's Sethand this is the nine, the first of the nine scale. How big do you want to be?How big of an impact do you want to make? How much money do you seek to earn?How many employees do you want to have? Do you want to be famous? How manycustomers are you seeking? Do you want to have a legacy? How long is thisproject going to run? 嘿，我是賽斯，這是九級，九級中的第一級。你想要多大？你想造成多大的影響？你想掙多少錢？你想要多少員工？你想出名嗎？你要找多少客戶？你想留下遺產嗎？這個項目要運行多久？ Are you willingto answer the phone in the middle of the night for how long. Do you want towork on Saturdays and Sundays? Do you want to know the name of every one ofyour employees? How much debt are you willing to take on all of thesequestions? Come down to one simple idea. Scale. So let's talk for a minuteabout cleavers law. 你願意半夜接電話多長時間嗎。你想在週六和週日工作嗎？你想知道你每個雇員的名字嗎？這些問題你願意承擔多少債務？歸結為一個簡單的...

4.Capital 4.首都 And the nextprinciple, the next principle is capital. I'm not saying money, money shows upin a whole bunch of places in what we're describing. As we seek to become anentrepreneur who makes a difference, who makes something that grows, butcapital has a specific meaning. There are lots of ways for entrepreneurs tofind and use capital. 下一個原則，下一個原則是資本。我不是說錢，錢在我們所描述的所有地方都會出現。當我們努力成為一個能有所作為的企業家，他能創造一些增長的東西，但資本有著特殊的意義。對於企業家來說，有很多方法可以找到和使用資本。  It fills ourdays thinking about how we're going to get it. And it changes almost everythingwe do once we do get it too often, though, entrepreneurs make a mistake. Themistake they make is they'd like to get back to work. So they try to get theraising of capital over with. It becomes really urgent when your work is up andrunning. 我們整天都在思考如何得到它。一旦我們得到了它，它幾乎改變了我們所做的一切，然...

7. Persuasion Onto the next principle. What do people want? It's an interesting question to ask this far into the process. And if you want to, you can listen to this one first, but what do people want begins with a simple answer, which is not what you want. Many of the choices that entrepreneurs make are about, what do you want, how big do you want to grow? [00:00:32] What kind of company do you want to have? What are the upsides? What are the downsides? What are the risks? What do you want? But as soon as it's more than just you, the question shifts to what do other people want? Maybe investors, maybe employees and especially. Customers. So let's take this bit by bit and try to understand that if you don't give people what they want, because this is a voluntary transaction, they will walk away that traction with the people you seek to serve and work with is essential because you have no other options. [00:01:13] You cannot force people to do business with you in any way. What...