60多位高收入老板教我的经商之道（重播）

嘿。

Hey.

我是安德鲁，欢迎收听《电子商务燃料》播客。

It's Andrew here, and welcome to the eCommerceFuel podcast.

这档节目专注于帮助七位数和八位数品牌的创始人打造卓越的事业和精彩的人生。

The show dedicated to helping 7 and 8 figure brand owners build incredible businesses and amazing lives.

本期节目播出时间是7月3日，正好是美国建国二百五十年的前一天。

And this show is airing July 3, a day before the two hundred and fiftieth anniversary of the founding of the United States.

在美国的朋友们，祝你们度过一个愉快的假期周末。

For those in The US, hope you have a wonderful celebratory weekend.

很感恩能生活在美国，也希望你们能过一个开心的庆祝周末。

Thankful to live here in America, and hope you have a wonderful weekend celebrating.

做点典型的美国式事情吧。

Do some stereotypical American stuff.

你知道的。

You know?

吃点烧烤，放点烟花热闹一下。

Have some barbecues, blow a few things up in terms of in terms of fireworks.

这才对嘛。

That's what I'm talking about.

别太过头了。

Don't take this too far.

当然，你想怎么玩都行。

Or do whatever you want.

毕竟今天是七月四日。

It's fourth of July.

我的意思是，如果在美国独立日这一天，你连在合理范围内做点自己喜欢的事都不行，那才真出问题了。

I mean, if you if you can't if you can't do whatever you want within reason, the fourth of July in America, then we have some problems.

好了，扯远了。

So anyway, regardless, a little tangent here.

我本来在想今天该做哪一期，突然觉得重播几个月前那期关于电商营的节目挺合适——那是我们每年为八九位数营收的社群成员举办的线下聚会，里面有不少收获和感悟。

I thought, as I was thinking about what episode to do here today, thought it might be fitting to bring back an episode from a couple months ago we did with the takeaways and lessons and and thoughts from eCommerce Camp, which is our annual gathering for community members that are in the 8 and 9 figure range.

所以收入大概在一千万元到一亿美元以上。

So anywhere from 10,000,000 to a 100,000,000 plus.

我们三个月前在棕榈泉办了这场活动。

And we did this event in Palm Springs about three months ago.

每次活动都特别有意思。

Always such a fascinating event.

虽然出于保密原因，我没细讲具体公司的案例，但我在那些表现不错的创业者身上发现了很多共性，这些经验我觉得对大家很有帮助，尤其是如果你今年春天没赶上的话。

And while I I didn't get into the specifics for specific businesses, obviously, confidentiality reasons, there were so many themes and patterns that I noticed among founders that were doing well that we talked about that that I hope will be useful, and maybe, if you missed them especially earlier this spring.

希望你们喜欢这次分享。

So I hope you enjoy it.

如果你在美国，祝你独立日快乐，咱们现在就开始。

If you're in The United States, happy fourth of July, and we'll get into it.

在开始之前，我想说一点：做电商最难的不是拼命干活。

One thing before we get going, the hardest part of running an eCommerce business isn't working hard.

而是搞清楚哪些事才是真正能推动业务增长的，所以我们才做了这份电商运营的基准指南。

It's knowing where the work actually moves the needle, and that's why we built the benchmarking guide for eCommerce owners.

每年，我们都会在eCommerceFuel私密社区内对300位店主进行调研。

Every year, we survey 300 store owners inside the eCommerceFuel private community.

这个社区聚集了年收入七位数到八位数的商家，总营收超过35亿美元。

It's our community for seven and eight figure owners representing over 3 and a half billion dollars in revenue.

我们做了一个基准对照表，按营收规模分组，帮你清楚看到自己在哪些方面领先，又在哪些地方比同规模的公司漏掉了收入。

And we built a benchmarking table, which breaks their numbers down by revenue cohorts so you can see exactly where you're outperforming and where you're leaving money on the table compared to businesses your exact size.

这份表格还附带我们完整的年度趋势报告，免费领取地址是ecommercefuel.com/blueprint。

It comes with our full annual trends report, and it's free at ecommercefuel.com/blueprint.

好了。

Alright.

我们开始吧。

Let's get into it.

我从这次电商训练营里总结了一些收获。

So I got, you know, takeaways from our eComm Camp.

第一个是，如果你在创业，我们大多数人其实都还没做到七位数或八位数的规模。

The first one is, you know, if you if you're building a business, most of us do not have an 8 or a 9 figure business.

我觉得，看到那些已经成功的人，很容易就觉得，天啊。

I think it's it's tempting or easy to look at people who have gotten there and say, oh, man.

他们肯定有什么独家秘诀。

There's some kind of secret sauce.

他们知道一些我还不懂的东西。

They know something I don't know.

他们用了什么灰色手段。

They've got some kind of black hat.

也许不是灰色手段，但肯定有什么特别的做法。

Maybe not black hat, but something they're doing that's special.

他们参加这种活动，分享的都是那些藏着骷髅标志的‘绝招’。

They come to events like this, and they share all you know, the secrets, skull and crossbones tactics they're using.

但总的来说，我觉得，几乎可以说完全没有什么高深的战术秘密。

And and by and large, I would say, you know, almost, you know, completely, there's no big tactical secrets.

对吧？

Right?

比如我们那些讲座，根本不是那种：嘿，

Like, you know, the sessions that we had were not like, hey.

我们有个别人不知道的绝招，或者发现了什么独家优势。

Here's the thing we're doing that no one else knows about, or here's this edge that we figured out.

别告诉别人，这可是我们做生意的关键。

Don't tell anyone else because it's how we're building our business.

其实我觉得，活动快结束时，大家都会站起来分享一下感受，谈谈自己学到了什么。

I'd say, actually, you know, one of the things at the end of the event, everyone gets gets up and stands up and and kinda shares, you know, maybe some reflections on the event and what they learned.

我记得有个人站起来说，他没想到自己居然没怎么谈生意，

And I remember one person standing up and saying, you know, I was surprised I actually didn't talk about business as much as I thought I would.

反而更多聊的是生活、取舍，还有个人的事儿，比如像这样做出点真正有意义的事业之后，接下来该往哪儿走——至少从财务上说是挺成功的。

I was talking more about life and trade offs and personal things and, like, you know, what comes next after you've built something really meaningful like this, at least financially meaningfully.

所以我觉得，这点挺重要的。

And so I think that's something that's important to know.

根本不是什么战术秘密，而且挺有意思的是，企业越大，这类对话反而越深入，因为确实如此。

It's not it's not tactical secrets, and it's interesting seeing how those conversations go deeper the bigger businesses get because yeah.

是的。

Yeah.

我觉得，说到底，当你这样经营一家公司时，你会突然意识到，哇。

I think also I mean, part of it, I think, is you build a business like that and you realize, wow.

原来如此。

Okay.

财务上的成功固然好，但与此同时，你也会开始思考一些更重要的事情，比如怎么让公司持续走下去。

This is great, and financial success is great, but there's, you know, more important things too that you're thinking about in tandem with with keeping this business going.

所以，这算是其中一个关键的体会。

So so that was one of the big things.

不过呢，我觉得未必如此。

That said, I think I don't think.

我知道，那些在场的老板们，就算不是大多数，也有很多人依然很注重实际操作。

I know that many of the owners, if not most of the owners that are there are still very tactical.

他们跟业务联系得非常紧密。

They're very connected.

可能只有少数几位老板比较放松，从五万英尺的高空俯瞰管理，但我认为，至少同样多，甚至更多的人，对细节都了如指掌。

There was maybe a handful of owners that were kinda, like, you know, laid back, managing things from fifty, sixty thousand feet, but I'd say just as many, if not more, were very in tune with the details.

比如，我认识一位老板，年营收六千多万美元，主要靠自然流量，这简直不可思议，但他每天都深度参与，甚至亲自帮社交媒体团队发帖，好掌握第一手动态。

Like, I I know there was one owner of a business doing, you know, 60 plus million per year, mostly with organic traffic, which was amazing, that was regularly plugged in and even helping the social teams post on their social channels to keep a kinda get a finger on the pulse.

还有另一位非常成功的大老板，天天花好几个小时写AI代码。

Another, you know, very large owner and successful owner is the owner of the company who was spending a ton of time doing AI coding, you know, hours and hours and hours a day.

他虽然有开发团队，但还是亲自下场。

He has developers, but he's getting in there.

他深入到每一个细节里。

He's in the weeds.

他清楚哪些方法有效，哪些不行。

He's he's understanding what's working.

我越了解商业，越接触成功的公司，就越容易想到，比如在EOS框架里，有个说法是，你得有整合者，还得有远见者。

And the more I learn about business and the more I learn about successful businesses, I it's tempting to think about, like if you're from the EOS framework, there's this idea of, oh, hey.

一个是整合者，另一个是愿景者。

You've got the integrator, and then you've got the the visionary.

愿景者就像CEO，负责把握公司的整体方向，属于高层管理者。

The visionary is like the CEO driving the the vision of the business, the manager, kinda kinda high up.

而整合者则深入细节，确保一切顺利运转。

And then you've got the integrator who is really in the weeds making things work.

并不是说两者不能兼得，但我认为有一种误解，以为只要保持距离，企业就能持续增长并一直表现优异。

And not that you can't have both, but I think it is much I I think there is a little bit of a of a fallacy that you can continue to grow and continue to do really well and just kinda stay removed.

最成功的企业、老板和产品，其背后都有老板亲临一线。

The most successful businesses and owners and products have owners that are in the trenches.

他们可能不亲自做所有事，但对业务各个层面的运作都了如指掌，而且非常注重实际操作。

Maybe they're not doing everything, but they deeply understand what's going on at every level of their business, and they're very, very tactical.

另一个让我意外的是，这个活动本来是面向大企业的，但已经有好几位会员连续五年都来参加了。

Another thing that surprised me was was this this is our event for larger businesses, and and we've had a number of members come for all five years.

这些年办这类活动真的很棒，因为效果是累积的，就像资本复利一样，人际关系也在不断增值。

It's it's really cool doing events like this over the years because they start to compound, and just like capital compounds, relational relationships compound.

看到同一批人连续三四年、甚至第五年都出现，看着他们彼此熟悉，开始一起旅行，从一开始就建立起默契，真的特别棒。

And so seeing the same people three, four, five years in a row, seeing them get to know each other and start to do cool trips and just have that rapport from day one is awesome.

让我特别印象深刻的是，这些企业虽然属于面向大企业的群体，但因为我一直关注着它们，发现它们确实在稳步壮大。

And one of the things that really stood out to me was that the businesses, even though it's a a group for bigger businesses, because I have this track record of seeing them, that they're getting meaningfully bigger.

我本来没想到会有这么多企业达到三千万美元的规模，结果听说有三四家甚至冲到了五千万，这真的让我很意外。

The number of businesses I I was surprised to hear had hit, you know, 30,000,000, three or four hit 50,000,000 I wasn't expecting, was was pretty stood out to me.

我觉得，看看我们刚做完的 eComm Fuel 大企业趋势报告就能明白，规模更大的企业表现得确实更出色。

And I think, you know, when you look at larger businesses with the trends report that we just wrapped up for eComm Fuel, bigger businesses are doing better.

他们普遍更乐观。

You know, that they're more optimistic.

盈利能力也似乎更强一些。

They seem to be a little bit more profitable.

所以，综合这两点，对我们来说，关键的启示是什么？

And so so, anyway, what are the takeaways between those two data points for us here?

我觉得，规模——也许这不算太意外——但规模一直以来都是护城河。

I think I think size and maybe this isn't a huge shocker, but size is becoming size has always been a moat.

当然，规模大也有它的弊端。

There's definitely downsides downsides to size.

天啊，这话说起来真绕口。

Man, that's a tongue twister.

比如说，大公司更容易漏掉细节，行动也没那么灵活，诸如此类。

For, you know, example, it's easier to let stuff slip through the crack, bigger companies can't move as fast, etcetera, etcetera.

但我认为，在当今这个世界，规模本身就是一道护城河，不只是因为规模经济，更因为你已经有了成熟的品牌和客户群，还有了势能，而在现在的电商环境下，要重建这些越来越难。

But I think size is a moat in today's world, not just because of the economies of scale, but because you've got an established brand and established customer list, you've got some momentum, and it's getting harder to build that in the current eCommerce environment.

所以这是第一点。

So that's one thing.

我不太确定。

I I don't know.

挺有意思的是，不知道因为这个原因，电商领域现有企业的估值倍数会不会上涨。

It'd be interesting to see if multiples on existing businesses in the space are gonna go up from eComm because of that.

接下来两三年，这事儿挺值得留意的。

That's gonna be something that's that's fun to watch over the next, you know, two, three years.

但另一件让我印象深刻的是，它让我意识到长期坚持一件事有多宝贵。

But the other thing that stuck with me is it gave me a sense of how valuable it is to stick with something for the, you know, for the long term.

我一个重要的信念是，你应该试着打造一个能让你连续十年以上，有八成时间都愿意经营并享受其中的生意。

One of my big beliefs is that you should try to build a business that you can run and enjoy 80% of the time for ten plus years.

看到一些企业，刚参加我们第一届电商训练营时才刚过一千万美元，现在却已经冲到三十多亿美元，甚至更高，这种复利效应真的让人很受鼓舞。

And seeing some of these businesses that started at you know, they came into our first eComm Camp at, like, barely over the 10,000,000 mark, and now we're pushing $3,040,000,000 dollars or higher is pretty cool to just see that compounding happen over time.

所以，刚才这些只是我随口想到的一些感悟，但觉得还是值得提一提。

So, anyway, a couple couple just random kinda in the air reflections there, but thought it was worth mentioning.

我第三个体会是，大概过去三四年，‘社群’这个词一直很火。

My third takeaway for me is, you know, for probably three or four years now, I I feel like community has been this buzzword.

比如说，嘿，

Like, oh, hey.

社群有巨大优势，能帮你把电商业务做得更好。

You know, community has this huge advantage, and and it can help you build an eCommerce business.

但说实话，真正有说服力的案例实在太少了。

And I felt like the examples were pretty few and far between.

我也承认，我自己在这方面是有偏见的。

I I am hugely biased too.

对吧？

Right?

我运营着一个电商店主的社群，确实觉得很有价值。

Like, I run a community of eCommerce store owners, and I do think it's valuable.

但在这次电商营上，我看到了很多例子，有人真正靠自己的社群打造了八位数的生意。

But I feel like at this eCommerce camp, I saw numerous examples of where someone was actually leveraging their community to build a meaningful 8 figure business.

有个人通过自己建立的小型私密社群网络，自然获得了数百万的独立浏览量。

You know, one person was generating million of unique views organically via community that they had built, small private communities, kind of a network of them.

还有一个人靠着自己长期经营和维系的社群，在短短四五年内就打造成了行业领先的品牌。

Another one used this community that they had built up, and they had nurtured and connected with people into a industry leading brand in, like, four or five short years.

就连电商营本身，我觉得参加的人里大概有三分之一是Newtime的成员，而且至少有一半的人来，是因为有人在活动现场劝他们来的。

And even eCommerce Camp, you know, I would say that we probably had maybe a third of the people there were Newtime members, and probably at least half of them only had come because someone else at the event convinced them to come.

参加这种活动花销不小，这可不是便宜的活动。

Like, it's it's going to an event is expensive, and this is not a cheap event.

棕榈泉可不是个好到的地方。

Palm Springs is not the easiest place to get to.

就占你三四天的时间。

It's three or four days of your life.

我总问别人，嘿。

And I always ask people, like, hey.

你到底是为什么决定来参加这个活动的？

What why did you know, what made you decide to take a flyer on this?

至少有一半的人是因为社区里的其他成员劝他们，觉得值，才来的。

And at least half of the people came because other members in the community convinced them it was a good idea.

所以看到这些，对我来说是个很好的提醒：嗯。

So to me, just seeing that was a good reminder of like, okay.

嘿。

Hey.

我觉得社区已经不再只是活动上或HubSpot博客里那个时髦词了，它真正在变成一种能为你的生意带来实际价值、成果和财务回报的东西，只要你愿意长期投入。

I think we've moved beyond community as this buzzword at events and, you know, on HubSpot blog posts and things like this, where it's actually becoming something that can drive real value and outcomes and financial performance for your business if you take the long the long approach.

好了。

Alright.

第四点，抢先一步正变得越来越重要。

Takeaway number four, being early is becoming an increasingly large advantage.

想想科技领域，我们现在正处在人工智能这场盛大的浪潮尾声。

So if you think about tech, like, we're in the middle of this AI just, you know, extravaganza, cornucopia at the tail.

你是不是几乎醒着的每一刻都在关注这些？

You can I mean, you you spend you spend your entire waking hours?

也许你正深入研究AI工具、编程，学一大堆新东西。

Maybe you are diving deep on AI tools and programming and learning all this stuff.

在科技领域，我觉得抢先并不总是优势。

In tech, I would say being early is not always an asset.

对吧？

Right?

从技术角度看，新行业里的赢家往往不是第一个进场的人。

Like, if you look at the winners in new industries from a technological perspective, the first people there are often not the winners.

真正赢的通常是那些不断迭代、前期投入大、亏过钱，后来才进来的人——那些更聪明、更谨慎的资金或品牌，等大家摸清了哪些行得通、哪些不行，再进场收割。

They're often the people that are iterating, spending too much, losing, and then people maybe some of the smarter, wiser money or brands come in after the the field is really, you know, kind of they they figure out what works, what doesn't, and then they come in and capitalize.

AI也是同样的道理。

Same thing for AI too.

对吧？

Right?

我觉得，花所有时间去学每一个刚冒出来的前沿技术，并不一定对你有帮助。

I don't think necessarily spending all your time learning every single thing that comes out on the cutting edge is gonna serve you well.

你得特别小心。

You gotta be really careful.

但如果是全新的市场、全新的领域、全新的赛道，早点入场确实是个巨大的优势。

But when it comes to new markets, new brand new markets, new verticals, new spaces, I I think it is a huge deal and a huge advantage to be an early mover.

这不仅适用于整个行业，也适用于一些细分产品。

I think this this goes from industries, but also just to to niche products.

我接触过不少人，他们打造了非常成功的生意。

I mean, I talked to numerous people who had built amazing businesses.

他们一直都在做这件事。

They've been doing this.

他们筑起了护城河。

They built their moat.

就像我们之前说的，他们已经积累了规模和优势。

They like we've talked about, you know, they they've built that size and advantage.

当你问他们，嘿。

And when you ask them, hey.

现在再来做这件事，会容易多少？

How how much easier would it be to do this today?

他们非常坦诚。

You know, they're very frank.

他们会说，现在做这件事要难得多。

They're like, this would be so much harder to do today.

所以我觉得，当你考虑进入新市场时，这一点特别值得思考。

And so I think that's that's really worth thinking when you're thinking about getting into new markets.

人们容易以为只要努力就够了，当然，努力确实非常重要。

It's easy to think that hard work is all that matters, and that's hugely important, of course.

但选对趋势也同样关键。

But picking the right wave is is pretty critical too.

所以我觉得，选择一个没有太多老牌玩家的领域，优势会很大。

And so I think there's a big advantage for picking something where there's not a bunch of incumbents.

你得更挑剔一点，但这样的机会总在不断出现。

And you gotta be a little more selective, but these are always popping up.

对吧？

Right?

新市场总是层出不穷。

There's always new markets.

电商领域里，总有新的有趣的产品品类和细分领域冒出来。

There's always new interesting things and product verticals and niche verticals coming up in the eCommerce space.

每个人对新电商项目都有自己的标准，我觉得，一个正在增长、却没有太多 entrenched 旧势力的市场，是个很大的优势——我以前没太重视这一点，但这次经历之后，我彻底改变了看法。

So, you know, everyone's got their criteria for what they would want to see in a new eCommerce business, and I think a market growing market without a lot of entrenched legacy players is a pretty big advantage that I hadn't really thought I hadn't given as much weight as I should do should have, but changed my mind after this event.

最后一点，第五点，也许这算是一个吧。

And then finally, number five, and maybe this is a yeah.

别开玩笑了，安德鲁。

No no kidding, Andrew.

谢谢你的显而易见的提醒。

Thanks for the the the obvious news flash.

对我来说，第五点收获是，产品的质量真的很重要。

Fifth takeaway for me was that quality of your product really matters.

我们曾经处于这样一个阶段：只要你懂怎么操作，做得好，就能靠搞分销和广告混出头。

We have been in this space where for a long time, you could potentially get in and hack distribution and advertising and things like that just from knowing how to do it, from doing it well.

但那种早期优势，我觉得正在慢慢消失。

And a lot of that that alpha, I think, has is being eroded away.

剩下的，就是品牌和产品的真正质量。

And what's left is, like, quality brand and quality product.

当然了，如果你得在‘普通产品+超强营销’和‘顶尖产品+糟糕营销’之间选，短期到中期，我可能会选营销强的那个。

And and product quality I mean, granted, if if you had to pick between having a average product, exceptionally well marketed, and a phenomenal product that had terrible marketing, I think in the short to medium term, I would take the excellent marketed product.

但从长远来看，我还是会选择质量超群的产品。

But in the long term, I would take the product that had exceptional quality.

如果你想想看，产品品质其实是所有事情的根本。

If you think about like, product quality is upstream of everything.

对吧？

Right?

产品品质好，营销创意才能做得更出色。

It's with a better quality product, you can market it better with better creative.

口碑传播也会更好。

You have better word-of-mouth referrals.

回头客也会更多。

You have better repeat business.

这一点特别关键。

And this is a huge one.

你的利润率也会更高。

You have better margins.

举个例子，有一家公司，他们能定出天价，客单价超高，利润率还特别惊人，就是因为他们的产品在同类里遥遥领先。

Like, you can't you know, I'm thinking of one business in particular that they had exceptional they were able to charge insane markups, high AOV, and also had phenomenal margins because they they built something that was just leading in class for their for their category.

总之，所有这些都源于产品质量。

Anyway, all of that stuff comes from from quality from a product quality.

所以，再说一遍，你可能觉得，嘿。

So, anyway, again, probably you're thinking, hey.

这其实不算什么新发现，但我认为，尤其是如果你想在这个领域打造一个真正有意义、能持久的生意，这一点正变得越来越重要。

This is this is, you know, not a news flash, but I do think this is something that's just getting more and more and more important, especially if you wanna build a a meaningful, durable business in the space.

好了。

Alright.

这些就是我的主要观点。

So those are my big takeaways.

再说一遍，这一期内容比较快。

Again and this is kind of a fast episode.

我也不想把这些观点硬塞给你，但最重要的几点，当然得提一下。

I don't wanna necessarily, you know, beat you over the head with these, but the big ones, of course.

第一，这些大卖家并没有什么神秘的运营技巧。

Number one, there's no big tactical secrets for these large store owners.

他们只是陷在细节里了。

They're just they're in the weeds.

他们已经干了很久了。

They're doing it for a long time.

他们很在乎自己在做的事。

They care about what they're doing.

企业规模正在变大。

Businesses are getting bigger.

企业越大，优势就越明显，尤其是在今天。

The businesses the bigger are getting bigger, and it's an advantage to have that size, especially today.

我觉得，只要你能坚持下去，时间会给你回报。

I think that kinda speaks to sticking with something if you can over time.

社区现在真的开始为品牌带来显著的财务回报了。

Community is actually starting to play a real meaningful role in delivering fine outsized financial outcomes for brands.

当你不需要跟一群老牌巨头硬碰硬时，抢先一步优势巨大，而产品质量的重要性也比以往任何时候都更高。

Being early is a huge advantage when you don't have to fight a bunch of entrenched incumbents, and quality of product matters even more than ever.

先说几句感谢的话。

So a few thank yous.

感谢所有专程赶来棕榈泉的朋友，尤其是从东海岸和海外赶来的各位。

Thank you to everyone who came out and flew out to, you know, Palm Springs, especially those on the East Coast and internationally.

真的有来自世界各地的人参加。

Man, we had some people come from all over the world.

看到这么多人来，特别让人感动。

It was it was pretty cool to see.

感谢所有的演讲嘉宾。

Thank you to all our speakers.

感谢我们的团队。

Thank you to our team.

特别感谢奥黛丽、帕特里克、达娜、克雷格，还有所有参与筹备的朋友们。

Big thanks to Audrey, to Patrick, to Dana, to Craig, to everyone who came out and and helped put this on.

如果你觉得这听起来有意思，想加入我们，欢迎来电子商务燃料社区一起参与。

And if this sounds fun to you and you wanna join, come join us in the eCommerceFuel community.

我们有一个八人小组，算是一个特别板块。整个社区都在，但我们还专门为八位数和九位数的会员设了一个小圈子，他们可以在里面交流，也能线下见面。

We've got a group of eight a a special section kind of a we've got the whole community, but then we have a subsection for our 8 and nine figure members where they can talk about things as well as meet up in person.

凝聚真正重要的事。

Forging what matters.

我想跟大家分享一件事。其实这是我当初在电商营第一晚的晚餐上，欢迎大家时说的一些想法。

I I wanna share something that you know, this this is how I share a few thoughts that I kicked off eComm Camp with the first night over dinner and and welcomed folks.

说来也巧，这些想法是在我赶路的过程中冒出来的。

It all kinda happened on my way there, actually.

我从盐湖城转机去棕榈泉，平时在机场我总是有点冒险。

I connected through Salt Lake to get to Palm Springs, and I tend to be someone who lives a little dangerously at the airport.

我喜欢只提前三十五分钟到机场。

I like showing up with, like, you know, thirty five minutes.

我喜欢看看自己能多晚到登机口，还不耽误事儿。

I like seeing how how, you know, how close to the boarding I can I can show up without wasting time?

我经常把转机时间卡得特别紧，订机票的时候一看，三十五分钟，正好。

And and I probably tend to cut my connections a little close to you know, I look at connections when I'm booking flights, and I'm like, thirty five minutes.

我没事。

I'm good.

我们随时可以出发。

We'll be good to go.

终于还是赶上了，结果因为一点延误，我在盐湖城误了航班。

Finally caught up with me, and a slight delay caused me to miss my flight in in Salt Lake.

于是我去了市区，心里很清楚要去哪儿。

And so I headed downtown, and I knew exactly where I was gonna go.

我去了那家小酒吧，一家寿司小馆。

I headed to this this dive bar, this dive sushi bar.

要描述一下那地方，你得往下走几级台阶。

And to paint a picture of it, it's you have to go down these steps.

它在一间有点昏暗、略带霉味的地下室里。

It's in this kind of, like, dark, slightly musty basement.

一半是爱尔兰酒吧，一半是寿司店，这大概就能让你猜到那里的寿司水平了。

It's a half Irish pub, half sushi bar, which tells you probably everything you need to know about the quality of the sushi there.

寿司便宜，啤酒温吞吞的也便宜。

Cheap rolls, super cheap warm beer.

你想想，我为啥会在转机时去那种地方？

You know, why would I go there on a layover?

其实，我最早创业的时候，那个电商项目就是在盐湖城启动的。

Well, when I started my very first business, eComm business, it was actually in Salt Lake City.

那时候我和现在的妻子安妮住在一起，一起把生意干了起来。

I was living there with, at the time, girlfriend, now wife, Annie, and kicked off the business.

你还记得吗？我住在狭小的房间里，和四个室友挤着，用那台老掉牙的白色贝壳式 MacBook，每天干十个小时，拼命赶进度，生怕创业资金撑不到见效的那天。

Remember, you know, working in this tiny room with, like, four roommates on an old, you know, one of those white clamshell MacBook MacBooks, building the business from scratch, like, ten hour days, just kinda grinding this panic that I wasn't getting getting enough done with until my you know, before my my runway money ran out.

那时候日子过得挺紧巴的。

And, you know, things were lean.

对吧？

Right?

所以这家寿司店，就是我们常去的地方，因为便宜。

And so this this sushi bar was a place we went because it was cheap.

至少那里的食物和价格还算匹配。

The food was reasonable for the price at least.

我们那会儿的欢乐时光特别值。

We had a great happy hour.

所以，我对那里有很多美好的回忆。

And, you know, so I have a lot of fond memories there.

当我在这次意外的转机中，坐在酒吧里吃寿司的时候，让我印象更深的，不是那段日子的拼命劲儿，而是那种深深的不确定感。

And as I was sitting eating eating sushi in the bar during, you know, this unexpected layover, the thing that stood out to me even more than kind of a hustle of those times was just the uncertainty of that time.

我记得那时候完全不知道能不能成功，甚至怀疑自己是不是疯了。

Like, I remember having no idea if things were gonna work out, if I was crazy.

我记得跟妈妈说我要辞掉那份光鲜的金融工作，去网上卖些乱七八糟的东西时，她的反应。

I remember when I told my mom that I was quitting this, you know, kind of high profile fancy finance job to go sell, you know, kind of random junk on the Internet.

她满心怀疑。

The skepticism was thick.

问了无数个问题。

A lot of questioning.

我当时真的不知道。

And and I didn't know.

我打算试一试，但心里没底。

Like, I was gonna take a swing, but I was uncertain.

我记得接到第一个订单的时候，那简直是人生高光时刻。

I mean, I remember getting the first order I ever got, which was, like, this huge high point.

每个人都会记得那一刻。

Everyone remembers that.

可三四天后，甚至可能是一周后，订单被退回来了，那种打击简直让人崩溃。

And then I remember three or four days later, maybe was a week later, the crushing blow that came when it was returned.

对吧？

Right?

一下子所有希望都泄了，整个人比之前还低落。

Like, all of the air just out of the sails, and then you go even lower than before.

我觉得，现在看到这群年收入八位数、九位数的成功店主，很容易就忘了：你到底是属于他们当中的一员，还是刚把生意起步一两年，又或者只是在慢慢提升自己的财务、电商和创业能力，还没真正开始做点什么——我们当初那种感觉和处境，真的很容易被遗忘。

And I think, you know, coming to this group of really successful 8 and 9 figure store owners, it's easy to forget whether whether you're in that group or whether you've got a business that you've got off the ground and is cranking maybe a year or two in, or whether maybe even you've just been, you know, leveling up your own financial and eComm and entrepreneurial skills and you've yet to start something, I think it's very easy to forget how we felt and where we were in the early days.

我们其实做得挺不错的。

Like, we're really good.

创业者特别擅长设定目标，全力以赴冲过去，达成之后又立刻奔向下个目标。

Entrepreneurs are very good at identifying a goal, charging at it with full force, getting there, and then moving on to the next goal.

事情就是这样一件件做起来的，进步也是这么来的。

Like, that's how you build things, and and that's how you make progress.

这当然是好处。

And that's the upside.

但问题是，我们很少会坐下来，好好说一句：嘿，兄弟。

The downside is very rarely do we actually sit down and say, hey, man.

我们很少会停下来，好好欣赏自己已经走了多远。

Man, I've like, very rarely do we sit down and appreciate how far we've come.

所以我当时特别鼓励加入电商训练营的这些成员去做这件事。

So that was one the things I tried to encourage a lot of these members that were joining at eCommerce Camp to do.

不管你现在处于哪个阶段，我们也鼓励你这么做，因为这真的很重要。

And wherever you are in your journey too, we would encourage you to do the same because it's it's important to do.

这真的很重要。

It's really important to do.

感觉特别好。

It feels good.

挺有意思的，还能帮你别累垮了。

It's fun, and it helps you, you know, not just totally burn out.

所以在盐湖城，回到那些老地方吃了一顿寿司，那段时光真的很棒。

So, yeah, it was a really good time in Salt Lake having some sushi in those old stomping grounds.

在结束之前，我们问了300位店主，让他们给自己财务知识打个分，满分五分。

Before I let you go, we asked 300 store owners to rate their financial knowledge on a scale of one to five.

其中有80%的人给自己打了四分或更低。

80% of them rated themselves a four or below.

最让人意外的是。

And here's the crazy thing.

从四分到五分，才是真正的转折点。

The jump from a four to a five is where everything changes.

那些从四分跃升到五分的店主，他们的资金缓冲几乎翻了一倍。

Owners who made that leap from a four to a five had nearly doubled the financial runway.

不是多出百分之十，是整整翻倍。

Not 10% more, double.

我说的资金缓冲，指的就是银行里的现金。

And by runway, I mean cash in the bank.

从‘还不错’到‘我真的懂这一套’，这最后一步，是经营者能做的最有价值的跨越之一。

That last step from pretty good to I really know this stuff is one of the most valuable jumps you can make as an operator.

我们在 eComm Fuel 推出的财务精通系列课程，就是为了帮你达成这一步。

The financial mastery series that we built out at eComm Fuel is built to get you there.

这是一门专为电商店主设计的免费课程，你可以在 ecommercefuel.com/mastery 免费领取。

It's a free course built for eComm owners, and you can grab it at ecommercefuel.com/mastery.

如果你是年收入七位数或八位数的老板，想和同样层级的店主交流，每天深入思考这些问题，那就来我们的社区看看吧，地址是 ecommercefuel.com。

And if you're a 7 or 8 figure owner who wants to be around other owners at this level, thinking about this day in and day out, you wanna check out our community at ecommercefuel.com.

努力工作，多去探索，期待下周五再见到你。

Work hard, adventure often, and I'm looking forward to seeing you again next Friday.