[转帖]白手起家的艺术 Guy Kawasaki
<p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%; TEXT-ALIGN: center;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">白手起家的艺术</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face=""> Guy Kawasaki<p></p></font></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">原文作者：</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Guy Kawasaki<p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">译者：拙尘</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 150%;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">原文链接：</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">The Art of Bootstrapping<p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">有人曾经对我说，一个创业者得到风险投资的几率如同在一个晴天下站在游泳池里被闪电击中一样。这种比喻仍然是过于乐观了。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">你可能因为某些所谓的原因而无法筹集到任何资金：<b style="mso-bidi-font-weight: normal;">你们不是一个“令人信服”的团队，没有“令人信服”的技术，不在一个“令人信服”的市场里；或者你的公司根本就不具备“风险投资的潜质”</b>——也就是说没有可能上市或者被巨资收购；再或者你的组织由于政府或环境的因素而无法拿出产品。那么，你是否应该放弃呢？当然不！</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">我可以举出例子来说明，对于多数的公司来说，太多的钱比太少的钱更糟糕——这并不是说我不想有一天能运行超级碗（</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Super Bowl</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）这样的商业活动。但是直到那天来临前，成功的关键还是白手起家（</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">bootstrapping</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。这个词来源于德国故事《吹牛大王历险记》，故事的主人公拉着自己的鞋后跟把自己从海里提了出来。下面是一些白手起家的艺术：</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">1</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">．注重现金流而不是盈利性（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Focus on cash flow, not profitability</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">。理论上讲，利润是生存的关键。问题是，理论不能用来付帐单。在现实中，你是用现金来付账单的，所以请把重点放在现金流上。如果你将是白手起家，那么<b style="mso-bidi-font-weight: normal;">你的业务应该具备这些特点：必需的资金要少，销售周期要短，付款期要短，以及可重复增加的收入（</b></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">recurring revenue</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">这意味着你要放弃那些需要</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">12</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">个月的时间来完成定单、发货和收账的大单。现金对于白手起家者来说，就是一切。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">2</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">．自底向上的预测（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Forecast from the bottom up</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">。很多创业者进行自顶向下的预测：“美国有</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">1</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">亿</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">5</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">千万辆汽车。就算在第一年里只有</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">1</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">％的汽车装了我们的卫星收音系统，那就是</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">150</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">万套系统。”而自底向上的预测是这样的：“在第一年里，我们能够开设</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">10</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">个安装点。每个安装点平均每天安装</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">10</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">套系统的话，第一年的销售量将是</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face=""> 10</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">个安装点</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face=""></font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">×</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face=""> 10</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">套</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">/</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">天</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">/</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">安装点</span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">
</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">×</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face=""> 240</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">天</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face=""> = 24000 </font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">套。”</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">24000</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">和自顶向下中的</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">150</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">万保守估计仍然相去甚远。你们觉得哪一个更有可能实现呢？</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';"></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">3</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">．先发货，再测试（</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">Ship, then test</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）。</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">我已经听到批评的声音了：“你怎么能够建议发送那些并不完美的货品呢？”等等，等等。<b style="mso-bidi-font-weight: normal;">“完美”（</b></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">perfect</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）是“足够好”（</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">good enough</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）的敌人。</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">当你的产品或服务足够好时，尽快向客户提交他们，以获得现金的流入。而且，花费更多的时间并不能保证完美性，只会产生更多不需要的功能。发货后，你也能了解到客户需要你真正解决什么问题。当然，这需要在你的信誉和现金流中做一个折衷：你当然不能向客户发送一堆垃圾，但也不能等待你的产品变得完美无瑕。注意：那些同生命科学有关的公司，请忽略这一条建议。</span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">4</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">．忘掉所谓“令人信服”的团队（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Forget the </font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">“</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">proven</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">”</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face=""> team</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">令人信服的团队要求太高——特别是大多数人把这定义为一群在过去十年里为超级大公司工作的人们。这些人，习惯了某种特定的生活方式，但绝不是白手起家的生活方式。<b style="mso-bidi-font-weight: normal;">聘用那些年轻、便宜、渴望工作的人，那些上手快但并不一定有全面经验的人（</b></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">people with fast chips, but not necessarily a fully functional instruction set</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">当你实现了可观的现金流后，再聘用那些资深的管理者。在那之前，请使用那些你能够负担得起的人，并把他们培养成优秀的雇员。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">5</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">．从服务开始做起（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Start as a service business</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">假如你的想法是要最终成立一个软件公司，让人们花钱买你的软件。这是一个很清晰的业务并且有完善的商业模式。但是，在完成你的软件之前，你还可以提供基于你的中期产品的咨询服务等。这样做有两个好处：立即的收入和真正的客户测试。一旦你的软件经受住了各种各样的测试和考验，你就可以把公司转换为产品型了。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">6</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">．注重功能而不是形式（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Focus on function, not form</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">我喜欢好的“形式”。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">MacBooks</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">；</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Audis</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">；</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Graf skates</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">；</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Bauer sticks</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">；</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Breitling watches</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">。你还可以举出很多。但是白手起家者在买东西时，注重的是功能而不是形式。上面那些形式，相应的功能分别是：计算；从点</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">A</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">移动到点</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">B</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">；滑冰；滑雪；了解时间。这些功能并不要求我所喜爱的那些昂贵的形式。椅子就是用来让你的屁股坐在上面的；它并不需要看上去属于哪个现代艺术的博物馆。你要设计高贵的东西，但是要买便宜的东西。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';"></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">7</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">．有选择地战斗（</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">Pick your battles</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）。</span></b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">白手起家者们有选择地战斗。他们不会在所有的战线上开战，因为他们承担不起。如果你要开设一所新的教堂，你真的需要一套</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">10</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">万美金的多媒体视听系统吗？还是从一座讲台上发出的福音？如果你要建设一个靠广告收入的网站（</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">a content wet site based on the advertising model</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">），你需要自己写客户广告发布软件（</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">customer ad-serving software</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">）吗？我不这样认为。</span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">8</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">．雇用尽可能少的员工（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Understaff</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">许多创业者为可能发生的最好情况而储备雇员。“保守的估计（自顶向下），第一年卫星收音系统的销售量会是</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">150</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">万套。我们最好开设一个</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">24</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">小时营业的客户支持中心。”结果怎样？你根本就不可能销售</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">150</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">万套系统，但你的确为此雇用了</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">200</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">个员工，培训他们，并且把他们安置在一个</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">5</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">万平方英尺的电子化市场中心里。白手起家者们雇用尽可能少的员工，因为他们知道任何糟糕的情况都可能发生。人手不足，按照在硅谷的说法，属于一个“良性问题”（</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">a high quality problem</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。相信我，当一个创业者因为销售激增而打电话要求更多的资金时，任何一个风险投资家都会对此惊喜若狂。而惊喜之所以称为惊喜，正是因为它们很少发生。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">9</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">．采用直销方式（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Go direct</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">在白手起家者和他的客户之间最好不要有第三方存在。的确，商店提供了接触消费者的途径，批发商们提供了货品分发的途径。但是上帝发明了电子商务（</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">ecommerce</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">），从而你可以直销你的商品并实现更高的边际利润。<b style="mso-bidi-font-weight: normal;">上帝的聪明之处还在于，通过直销，你能够了解更多的客户需求。</b>商店和批发商们是用来满足需求的，他们并不创造需求。如果你能够创造足够的需求，你稍后总能找到其他的组织来满足它；如果你不能创造足够的需求，那么所谓世界范围内的分发渠道对你来说毫无意义。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">10.</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">用业界的领先者来作比（</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Position against the leader</font></span></b><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">）。</span></b><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">没有钱来从头叙说你的故事吗？没关系。用业界的领先者来作比好了。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Toyota</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">是这样推销</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Lexus</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">的：花一半的价钱，买</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Mercedes</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">的品质。</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Toyota</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">用不着解释什么是“</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Mercedes</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">的品质”。想想看，这能为他们节省多少广告费！其它的像“便宜的</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">iPod</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">”和“属于大众的</span><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%;"><font face="">Bose</font></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';">无噪音耳机”，都有同样的效果。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: '';"></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">选择“红色药丸”（</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">Take the </span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">red pill</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”）。正如</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">Neo</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">在</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">The Matrix</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">里做的决定一样。红色药丸会让你知道整个真相；而蓝色药丸则会使你像是醒来时觉得只是做了一场恶梦。白手起家者们没有那种奢侈去选择蓝色药丸。他们每天都在忙于知道真相——这个兔子洞到底有多深。一个简单的计算公式是：现金总数除以烧钱的速度。因为这可以告诉你到底还可以活多久。就像我的朋友</span><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">Craig Johnson</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">喜欢说的：“<b style="mso-bidi-font-weight: normal;">创业公司失败的首要原因是死亡。而死亡发生在钱花光时。</b>”<b style="mso-bidi-font-weight: normal;">只要你还有钱，你就没有出局。</b></span></p> 很好的文章！谢谢！ 好文,仔细钻研 好啊 不错
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