如何在24小时（或更短时间）内创造出人们愿意付费的东西

第一步，你说过，就是选择一个我们能够实现的目标。

Step one, you said, which is let's pick a goal that we can achieve.

我们可以围绕它建立一些系统，确保我们也有输入。

Let's build maybe systems around it, like to make sure that we just have an input as well.

那么第二步是什么？

What's step two then?

对吧？

Right?

要记住我们交谈的对象离你的产出水平并不远，他们从未真正在24小时内交付过任何东西。

Remembering that the people we talk to are not far from your level of output, far they've never really shipped anything in twenty four hours.

他们过去几个月一直在思考同一个项目。

They've been, like, thinking about one project for the last few months.

你知道，他们还没有进入快速行动的状态。

You know, they're they're not in the in moving just yet.

那么你认为第二步应该是什么？

So what's step two do you think?

你会告诉他们什么？

What would you tell them?

嗯，所有这些的基础要素，无论是我的工作、你的工作，还是我们共同敬仰之人的成就，其核心都是时间。

Well, the ingredient the underlying ingredient to all of this, to what I do, to what you do, to what someone who we both look up to does, is time.

这就是共同的要素。

That's the shared ingredient.

这就是成就与成功的通用语言——时间的投入。

That's the lingua franca of achievement, of success, is time spent.

有很多评论家和纸上谈兵的批评者试图向年轻人灌输'更聪明而非更努力'的理念，鼓吹要聪明地工作而非埋头苦干。

There are a lot of commentators, armchair critics trying to convince the youth that of this smarter, not harder thing, work smarter, not harder.

但除非你真正努力过并吸取教训，否则根本无法做到聪明地工作。

But you can't work smarter until you've worked really hard and learned what not to do.

所以不能跳过这个阶段。

So skipping ahead.

time spent working with time.

So in other words, so if we agree on that, then we agree we need time because hard work sort of correlates with long periods of time spent working hard.

当我听到'煤矿工人'这个词时，不知道其他国家的人是否也有同样感受，但在美国，我们有着宾夕法尼亚州煤矿工人和矿业小镇的历史背景。

Coal miner, when I hear that word, and I don't know if this is the same for someone who's outside of The US, but in The US, right, we've had this like history of coal miners and coal mining mining towns in Pennsylvania.

你可能知道。

You probably know.

你脑海中会浮现二十世纪初那个浑身沾满煤灰回家的男人形象。

You just picture this guy in the early twentieth century coming home covered in charcoal soot.

后来他患上了肺癌。

And later he gets lung cancer.

对吧？

Right?

煤矿工人的形象在我脑海中依然鲜活。

There's like this imagery fresh in my head of a coal miner.

如果煤矿开采是每天只需工作三十分钟的工作，那煤矿工人就不会有这样的品牌形象了。

And a coal miner would not have that brand, I guess, if coal mining was a job you did for thirty minutes a day.

煤矿开采是种疯狂的工作概念，因为他们要连续工作十二或十五小时，在黑暗环境中，没有空调，既艰苦又危险。

Coal mining is this crazy idea of a job because they also did it for twelve hours straight or fifteen hours straight, and it was in the dark, and there was no air conditioning, and it was tough, and it was dangerous.

因此，时间是实现任何目标的关键要素。

So there's that element of time that's so critical to achieving anything.

所以第一步就是尽可能创造更多自由时间。

So step one is therefore to create as much free time as possible.

如果你有工作，你很容易会想：要是没有这份工作，我就能从早9点到晚5点专心做自己的项目了。

If you have a job, you are prone to think, well, if only I didn't have this job, I could work on my idea from 9AM to 5PM.

但你知道吗？

But guess what?

那些整天都在做自己项目的人，其实从下午5点干到晚上9点也还在继续。

The people who are working on their idea all day are also working on it from 5PM to 9PM.

所以先从后半段开始做起。

So start with just the second half.

去上班，下班后就开始做你的项目。

Go to your job, get off work, and then start working on your idea.

因为即便你没有工作、有足够存款支付账单时，你也需要这样做。

Because that's what you would need to be doing even if you didn't have the job and you had the cash reserves saved up to cover your bills.

你必须制造时间。

You have to manufacture time.

多年前，我取消了Netflix订阅。

For me, years ago, I canceled Netflix.

那是个非常有趣的创造时间方式，因为它的杠杆效应极高。

That was a really interesting way to create time because it's such a high leverage activity.

我只需点击一个按钮，突然间就有了时间。

I literally clicked a button and suddenly I had time.

所以我不用坐下来做计划，对吧？

So I didn't have to sit and plan, right?

我不必打电话给朋友说，嘿，我要自我干预，我需要时间。

I didn't have to like call up my friends and say, Hey, I'm doing an intervention on myself and I need time.

虽然我确实做过一些类似的事。

Although I did do some degree of that.

我曾一度停用了手机服务。

I canceled my phone for a while.

自2018年起我就没有手机号码，所以别人无法联系到我。

I still haven't had a phone since 2018, a phone number, so people can't call me.

这确实有所帮助。

So that helps.

但真正让我找回时间的，是我取消了Netflix订阅。

But what really gave me back time, I canceled Netflix.

同时我每月还省下了12美元，而取消只花了两秒钟。

And I also saved $12 a month, and it took two seconds to do it.

或许你该戒酒了

You have to maybe you stopped drinking.

不是因为周五喝两小时酒有什么大不了，而是它会让你周六难受七小时——这些时间本可以用来实现你的想法

Not because drinking for two hours on Friday is a big deal, but because it makes you feel like crap for seven hours on Saturday, time that you could be spending on your idea.

你可以通过高杠杆行为来创造时间

You can manufacture time with very high leverage behaviors.

所以当我与人们交谈时——我接触过很多渴望某种鼓励、想要秘密捷径的人——他们看起来总是非常忙碌

And so when I'm talking to people, and I talk to a lot of people who want some kind of encouragement, they want a secret silver bullet, they seem very busy.

是的。

Yes.

而'忙碌'这个词是我绝不允许自己说出口的。

And just that word busy is something I don't allow myself to ever say.

如果你问我近况如何，我绝不会回答'我很忙'。

If you ever ask me how I'm doing, I'm not gonna say that I'm busy.

我可能会说最近没处理太多事情之类的，但'忙碌'这个词是终极杀手。

Maybe I'll say I've been not working on a lot of stuff or whatever, but the word busy is this ultimate killer.

它既是在告诉所有人，也是在试图说服自己：没关系。

It's saying to everyone and and also trying to convince yourself, it's okay.

我得不到想要的东西是因为...

I don't have what I want because.

这就是'忙碌'这个词的真正含义。

And that's what the word busy means.

没关系。

It's okay.

我没有这个是因为。

I don't have this because.

我不允许自己说'忙'这个词，因为我认为自己并不算很忙，因为我运用了一些小技巧来创造时间。

I don't allow myself to say the word busy because I don't think I am very busy because I have these little techniques I've used to create time.

所以你必须先拥有时间，这是第一步，然后你才能学会如何在那段时间里努力工作。

So you have to have time, that's step one, and then you can learn how to work hard in that time.

好的。

Okay.

所以这在某种意义上是个有争议的观点。

So that's, I think, a controversial opinion in a sense.

我是说，肯定有些人会觉得这个观点很有争议性。

I mean, some definitely some people will find that controversial.

但根据我的经验，比如说用英语写作要达到我满意的水平，

But it's I would say from my experience, for example, writing, right, in English, let's say, at a level where I'm happy with.

这需要我年复一年、年复一年地刻苦努力。

It took me years and years and years and years and years of hard work.

对吧？

Right?

不是去读那些关于文案写作的书，而是实实在在地写邮件、写邮件、写邮件、写邮件，你知道的，日复一日、日复一日地在LinkedIn或其他平台上写。

Like, not reading books about copywriting, but just fucking writing emails, writing emails, writing emails, writing writing emails, you know, daily, daily, daily, daily, on LinkedIn and whatever.

是的，过了一段时间后，你就会越来越擅长，这确实需要一些努力。

And, yeah, after a while, you just get better and better at it, and it does take some hard work.

和你举的例子相比不值一提。

Nothing compared to your example.

那简直太疯狂了。

That's that's crazy.

不过，确实如此。

But, yeah.

什么？

What?

我想说，我愿意回到那个状态。

I would say that would like to go back.

是啊。

Yeah.

我们何不

Why don't we just

回去看看谁被我刚才的话冒犯了？

go back and let's mention who is offended by what I just said?

我想我很清楚谁会被我刚才的话冒犯。

I think I know exactly who is offended by what I just said.

两类人。

Two groups of people.

懒人和那些非常非常聪明的人。

Lazy people and really, really smart people.

那些非常非常聪明的人不需要太努力工作。

The really, really smart people don't have to work very hard.

这才是关键所在。

That's the whole point.

这就是为什么'更聪明而非更努力'是真理。

That's why smarter, not harder is true advice.

如果你真的很聪明，你可以更聪明地工作而非更努力。

You can work smarter, not harder if you're really smart.

但问题在于，唯一反对努力工作的两类人要么非常懒惰，要么非常聪明，这就意味着那些懒惰的人中有一部分实际上自认为是聪明的那类人。

But the problem is that because the only two groups who disagree with hard work are either really lazy or really smart, it only makes sense that some portion of those lazy people actually think they're in the other group.

他们以为自己属于才华横溢、真正聪明的群体。

They think they're in the brilliant, really smart group.

这就是认知失调，也是为什么这句话会冒犯到人。

And that's the cognitive dissonance, and that's why this is an offensive thing to say.

但像你我这样智力普通的人，对'既要聪明地工作也要努力工作'的理念没有任何问题。

But average intelligence people, like you and me, don't have any problem with the idea of working smart working hard.

所以我指的不是努力工作的部分，不是之前提到的时间问题。

So I didn't mean the hard work part, not the time thing in term of, like, you mentioned it earlier.

我现在有个一岁的女儿，时间绝对是一种资源，就像...你知道的，我不像以前有那么多时间了，因为我的首要任务显然是花大量时间陪伴女儿。

I have a one year old daughter now, and time is definitely a resource that is like, you know, I don't have as much time as I used to simply because my priorities are clearly to spend a lot of time with my daughter.

所以我必须充分利用剩下的时间。

And so I have to, like, maximize the rest.

好在我经验丰富知道怎么做，但要是十年前的我，肯定会手忙脚乱。

And I'm experienced enough to know how to do this, but I think if it was ten years ago, I'd be really struggling.

我只是想指出，有些人由于生活设计或家庭原因，每天可能没别人那么多时间。

So I just want to mention that the fact that some people by design, think, and by the way they are, like in a family and whatever, might not have as many hours on the day as others.

对吧？

Right?

比如年轻单身20来岁时，那段时间往往是你真正拥有大把光阴的阶段。

As a young, like, let's say, 20, single, whatever, like, you know, those are the those are the years that tend to be where you actually have a lot of time.

确实。

Sure.

但这似乎也是人生设计的一部分。

But that seems kind of by design as well.

毕竟大多数人都说孩子是他们生命中最美好的馈赠。

I mean, most people seem to say that their kids are the best thing that happened to them.

他们带来了很多欢乐。

They bring them a lot of joy.

我没见过有人做播客或写文章，讲述作为新手父母如何从零开始构建宏大目标。

I don't see people podcasting and writing about how to build something big and ambitious from scratch as a new parent.

我没见过有人写这个，因为这确实不太常见，但这没关系。

I don't see people writing about that because that's not really a thing that happens, and that's okay.

但如果有人刚生完三胞胎就突然进入'我要全力以赴、点燃激情、测试极限、实现潜能'的状态，那只能说祝你好运了。

But if someone is finally getting into the mindset of, I wanna go hard, I wanna get lit, I wanna test, see what I'm capable of, achieve my potential, and they're having that moment right after having triplets, well, good luck.

我不是说这不可能，但不同人群玩的是不同游戏，我们必须明智选择自己要参与的游戏。

I'm not saying it's not possible, but there's different games that different groups of people play, and we have to make good choices which games we wanna play.

是啊。

Yeah.

说到第一步，或许这个循序渐进的过程不一定要像'让我们哭着尝试创建最他妈庞大的项目然后成为百万富翁'这样。

And to your point of step one, maybe, you know, maybe it's like I think this step by step is not necessarily like, let's cry let's try create the biggest fucking project possible and, like, be a millionaire.

完全可以从小事开始。

It could really be like a smaller thing.

你知道吗？

You know?

比如，可以是开始做他们一直渴望尝试的播客之类的事情。

Like, it could be starting a podcast or something like that that they've been longing to do.

对吧？

Right?

所以，这真的要看情况。

So, you know, it really depends.

那好吧。

So okay.

第一步，我们确定一个目标，一个最小可行目标。

So step one, we decide on a goal, like a minimum viable goal.

第二步，我们可能要审核一下时间分配，比如每天看三小时网飞。

Step two, we maybe audit how much time we spend on stuff and maybe start to look at, okay, Netflix, three hours a day.

我在想，如果我把这些时间用来做别的事会怎样？

You know, maybe if what if I stop that and do something else?

诸如此类的事情。

Stuff like that.

对吧？

Right?

我们试着挤出时间。

We try to find time.

是吧？

Yeah?

第二步。

Step two.

而且我认为即便是这些事情，你也可以反过来思考，比如说Netflix。

And I think even even those things, you can also invert this where let's say Netflix.

我又用Netflix了。

I have Netflix again.

明确说一下，我确实取消了Netflix。

So to be clear, I did cancel Netflix.

我有段时间没用它了。

I didn't have it for a while.

我现在又重新订阅了，而且非常喜欢。

I have it again now, and I love it.

对吧？

Right?

我超爱它。

I love it.

我买了台电视。

I got a TV.

过去三年我一直在笔记本上看节目。

I've been watching stuff on a laptop for three years.

现在我又有电视了，感觉太棒了。

Now I have a TV again, and it's awesome.

但我把Netflix当作工作后的奖励，而不是拖延工具。

But I treat Netflix as a reward after working versus a procrastination tool.

所以我即使每天花一两个小时（当然希望不要那么久，但有些日子确实会看这么久），我可以保证我是在晚上10点，在尝试完成一些有意义的事情后才看内容。

So even if I spend one hour or two hours a day, hopefully, don't spend that long, but on some days, certainly, watching content, I can guarantee you I watch that content at 10PM after I've tried to make something useful.

我不会在午餐休息时把它当作逃避现实的方式来看。

I don't watch it during my lunch break as a way to escape from reality.

仅这一点就意味着，当我躺在沙发上放松时，休息产生的效果会更好。

That alone means that the output of the resting when I'm chilling on the couch is going to be higher.

对吧？

Right?

当我们是在完成某件事后放松，而不是在做事前或为了拖延时放松，总能从休闲中获得更多价值。

We always get more value from our relaxation when it's after achieving something, not when it's before or to procrastinate.

对吧？

Right?

健身后再喝蛋白奶昔总是更好，尽管我们真的很想在健身前喝，但健身后喝味道总是更棒。

It always is better to have that protein shake after the gym, even though we really want to have it before the gym, but it always tastes better after the gym.

因此，即使你花费完全相同的时间'浪费'或'充电'，只要顺序正确，它就能产生效果。

And so even if you were to spend identical amounts of time, quote unquote, wasting time or recharging, it can be fruitful if you do it in the right order.

有道理。

That makes sense.

好的。

Okay.

所以我们现在有时间，我想回到你的价值主张，你正在推进一个24小时内交付的项目，我认为这是个很好的时间窗口。

So we have time now in front of us, and we wanna ship I think to go back to your value proposition, like there's something you're working on right now, which is shipping something in twenty four hours, which I think is a good a good window.

那么你会建议人们怎么做呢？

Like, what do you tell people to do then?

他们有时间的情况下，第三步是什么？

Like, they have the time, and what's step three?

你会怎么说？

What do you what would you say?

嗯。

Mhmm.

就是这个说法。

There's that word.

我其实从来不用这个词。

I never really use it.

我觉得这有点像是营销噱头。

I think it's a little bit of a marketing buzzword.

这是创业者圈子的流行语，但要毫不留情地、绝对严格地划分优先级，对吧？

It's an entrepreneur buzzword, but ruthless, ruthlessly, ruthlessly prioritize, right?

创业圈里有很多这种战争术语，而使用这些词的人根本不可能为任何人上战场。

There's a lot of these war terms that are used in entrepreneurship by people who would never ever go to any war for anyone ever.

你确实需要毫不留情地划分项目范围的优先级。

You do have to ruthlessly prioritize the scope of your project.

我认为这非常困难，因为仅仅有一个大创意——就像你说的，不一定是创建价值十亿美元公司那种大创意。

And I think that's really tough because simply having a big idea and like you said, it doesn't have to be a big idea like you're building a billion dollar company.

可能只是做个新播客之类的事情。

It could be a new podcast or something.

但一旦你有了让自己兴奋的想法，就会衍生出50个相关的创意线索。

But once you have an idea that gets you excited, you're gonna have 50 threads of ideas produced.

要知道，一个想法会催生更多想法。

You know, ideas beget more ideas.

这很棒因为它能让你充满干劲，但也很糟糕因为它可能在你还没开始就把你淹没。

And that's cool because it can get you fired up, but it's also not cool because it can drown you before you even get started.

所以你必须找到方法去思考：如果某某某存在会怎样？

And so you have to figure out this way to say like, what if yada yada yada existed?

如果这件事成真会怎样？

What if this thing were true?

如果有个应用能以这种方式实现这个功能会怎样？

What if there was an app that did this in this way?

然后你会说，哦，它还能做到那个。

And then you say, oh, and then it could do that.

它还可以变成这样。

And it could also be like this.

把这些都写下来。

And write all that down.

这样很好。

That's good.

把想法都释放出来。

Get it all out of your system.

然后你需要眯起眼重新审视，思考：要让它对某人有用，最基础的功能是什么？

And then you have to squint and look at it again and say, what's the very minimum it has to have to be useful to someone?

很多时候这其实只需要一个非常精简的功能子集。

And a lot of times that's a much smaller subset of features or whatever.

但这需要练习。

But that takes practice.

我认为最好的练习方法是给自己设定时间限制。

And I'd say that takes the best way to practice that is to give yourself the time limit.

比如在24小时内完成某样东西的构建。

So the twenty four hour Building something in twenty four hours.

我想路易斯正在谈论这个，我新开设了一门课程叫'24小时MVP'。

And I think Louis is talking about, I have a new course called twenty four hour MVP.

这个概念并不是说我们要快速学会编程，对吧？

The concept isn't, we're gonna learn to code quickly, right?

这个概念并不是说你已经会编程，然后这是个速成课程，让你在24小时内完成原本需要1000小时的编程量。

The concept isn't, you know how to code, and this is a speed coding course so that you code in twenty four hours, the same amount you would code in a thousand hours.

真正的理念是，我们会在24小时内尽可能多地编程，然后立即发布、部署。

The idea is actually, we're gonna code as much as we can within twenty four hours and then hit ship, then hit deploy.

这完全是不同的概念，虽然差异微妙，但至关重要。

It's a totally different, it's a subtle difference, but it's a critical one.

我们不是要更快地工作，而是在一个限定范围内工作。

We're not working faster, we're working within a boundary.

通常我们的副业项目是没有边界的。

Usually our side projects, again, don't have boundaries.

因为没有老板的存在。

There's not a because there's not a boss.

所以你每天可能有工作，也可能有很多截止日期。

So you could have a job every day, and you could have lots of deadlines.

而你完全可以成为一名优秀的员工，按时完成任务。

And you could be a really great employee hitting your deadlines.

但你心里总有些副业想法，却始终未能付诸实践。

But you have some idea of something you wanna start on the side, and you never quite get around doing it.

这是因为缺乏截止期限，这也是为什么我对'仅靠系统就足够'的说法有所保留。

It's because you don't have the deadlines, which is also why I'm a little apprehensive to say that systems only is sufficient.

目标会给你设定截止期限。

The goal gives you the deadline.

目标能让你窥见黑盒内部的奥秘。

The goal gives you the peek inside the black box.

目标会产生那种压力，迫使你竭尽全力去卸下肩头重担。

The goal gives you that pressure that you will try hard with all of your might to get back off of your shoulders.

所以你必须划定某种范围。

So you have to pick some kind of scope.

就拿我最开始的想法来说，假设是创建一个博客。

For my very first idea, let's say it was having a blog.

可以说，那是我第一次尝试拥有一个能在谷歌上搜索到的名字。

That was my first venture out into having a name that you can Google, let's say.

这花了我好几个月时间。

It took me months.

比如我认真考虑过这件事。

Like I thought about it.

我了解到了一个叫WordPress的东西。

I learned about this thing called WordPress.

我遇到了一个叫布雷特的人。

I met a guy named Brett.

我付钱让他帮我建了个博客。

I paid him to build me a blog.

我收到了很多关于为什么我的博客不够好的愚蠢反馈。

I had lots of dumb feedback why my blog wasn't good enough.

我终于写了一篇博文。

I finally wrote a post.

我学会了如何获取分析数据。

I learned how to get analytics.

就像我花了几个月时间完成第一个项目，那是个博客。

Like it took me months to do my first project, and it was a blog.

而最近的项目我只用了一个周末，但复杂度却是之前的十倍。

Whereas it took me like a weekend to do my most recent project, and it was 10 times more complicated.

所以你必须选择合适的工作范围，因为投入的时间并不等同于实际完成的工作量。

So you just have to pick that scope because the amount of time you spend on something is not equivalent, is not a good indicator of how much you actually did.

你几分钟前说了件很有趣的事。

So you said something very interesting a couple of minutes ago.

你说当你写下想法时（这可能是第三步），你会做'假设'推演。

You said you do when you write down your ideas, which probably is step three, you do the what if stuff.

那么，你能详细说说这种你似乎自然而然的'假设'推演过程吗？

So, like, can we can you talk me through this kind of the what if, thing that you tend to do you seem to do naturally?

具体是怎么操作的？

Like, how do you do it?

比如，你会拿张纸然后写下各种假设吗？

Like, do you take a piece of paper and just write down what ifs?

你会做决策树分析吗？

Do you do trees, decision trees?

你自己是怎么做的呢？

How do you do it yourself?

其实我更喜欢和别人一起即兴讨论。

I like to riff with another person, actually.

这有点有趣，因为我通常喜欢独自完成所有事情——从构建、所有权到决策制定。

And it's kind of funny because I typically like to do everything alone in terms of building it, owning it, the equity, making decisions.

但当我有个想法时，无论是和朋友喝酒还是和伴侣闲聊，我都会把想法抛出来讨论，哪怕对方可能不太感兴趣，因为这样能激发更多灵感。

However, if I have an idea and I'm drinking with a friend or sitting with the woman or whatever, I'm going to bounce the idea off of her even though she's maybe not that interested because that's just going to force more out.

他们可能会问：'为什么这能行得通？'

And they might say, why does that work?

或者'要是再加上这个会怎样？'

Or what if you also did this?

这能帮助你更坚定地判断某件事是否可行。

And that it helps you give you more conviction over why something could or could not work.

而且我认为那个人不必是技术人员，无论你的项目是什么，比如你想开个矿场。

And I don't think that other person has to be a tech person or whatever your project is if you want to start a mining rig.

他们不需要了解石油或加密货币，取决于我们讨论的是哪种矿场。

They don't need to know anything about oil, right, or crypto, depending on which type of rigs we're talking about.

对我来说，强迫自己把想法大声说出来效果非常好。

I think just forcing yourself to think out loud for me has worked really well.

但偶尔我也会把想法写下来。

But occasionally, I will write down the idea.

我的意思是就写一句话，通常不会详细写规格说明书。

I mean, I write it down like a sentence, but I won't typically write a spec out.

一旦开始写规格说明书，就突然又感觉像在工作了。

Once I start writing a spec, it suddenly feels like work again.

所以我需要保持这种兴奋状态，这种头脑风暴式的假设白板模式。

So I need to stay in this excitement mode, this brainstorm what if whiteboard mode.

当我打开一个空白文档，看着闪烁的光标时，就会有种'哦'的感觉。

And once I open a blank document with the blinking cursor, it's kind of like, oh.

这就像兴奋感被关闭了，因为我们的热情是领域特定的。

It's like it shuts down because our excitement is domain specific.

如果你正处在喝着鸡尾酒、和朋友坐在沙发上的情境中，突然有了个想法，就应该继续敲打收银机（比喻持续讨论）并塑造这个想法。我认为一旦你跑到另一个房间拿起笔记本电脑，你就改变了情境，也会改变能量状态，想法就不会以同样的方式呈现了。

If you are in a context of having a cocktail, sitting on a couch with your friends, you have an idea, you should just keep banging the register and molding that idea right I think once you run over to the other room and grab your laptop, you're changing the context and you're going to change the energy and it's not going to come out the same way.

尽管这听起来可能违反直觉——因为记录事情是好的——但不如打开手机录音功能，同时继续在最初产生想法的情境中完善它。

Even though that may sound counterintuitive because documenting things is good, but if anything, turn on the recorder on your phone, but just keep working on the idea in the context in which you came up with it.

所以你实际上不会写下任何东西。

And so you wouldn't really write anything down.

你只是把它记在脑子里。

You just keep it in your head.

对吧？

Right?

你会为此着迷一段时间。

You just obsess about it for a while.

是的。

Yes.

这是我不想说是我学来的，但与37 Signals博客的那些人共有的一个观点。

And that's one thing I don't wanna say I picked up, but I share in common with the guys at the thirty seven Signals blog.

他们提到在Basecamp会收到功能请求，但他们不会记录下来。

They mentioned that they get feature requests at Basecamp, and they don't write them down.

有人会说，嘿，能不能把上传时的时间戳从每五分钟改成每分钟显示一次？

And someone will say, Hey, can you make the timestamps like every one minute instead of every five minutes on uploads?

他们就会说，也许吧。

And they're like, Maybe.

然后又有其他人提出同样的请求。

And then someone else requests it.

他们就想，也许可以考虑。

And they think, Maybe.

但他们依然不会记录下来。

And they don't write it down.

当某个功能被频繁请求到成为团队共识的一部分时，他们无需书面记录，但在会议上有人提议'我们该开发这个功能吗？'

And after it's been requested enough times where it's part of the shared consciousness of the team, where they don't have to have it written down, but at a meeting someone says, hey, should we build that feature?

这时他们才会着手处理。

Then they'll get around to doing it.

这种做法并不科学，我也不会这样经营公司。

Now it's not very scientific, and I wouldn't run a company that way.

我们总是会记录功能需求。

We always wrote down feature requests.

但对于个人想法，我认为这是个非常有趣的框架——因为你不断接触新信息，读完一本书又看喜剧电影，接着在二战游戏里打纳粹，各种疯狂点子就会层出不穷。

But for your own personal ideas, I think it's a really interesting framework because if you're always consuming new information, you read a book, and then you watch a funny movie, and then you kill Nazis on a World War II video game, You're going to have all kinds of crazy ideas.

重申一次，你绝不想被自己的创意淹没。

And again, you don't want to drown in your own ideas.

你不想困在思绪中却毫无产出。

You don't want to drown in your thoughts and produce nothing.

这样的人实在太多了。

There's so many people like that.

不幸的是，我有些朋友就是这样，他们能滔滔不绝地谈论任何事，却从未真正创造过什么。

I have friends like that, unfortunately, who can talk their head off about anything and everything, and they've never made anything.

但他们了解熊猫。

But they know about pandas.

你知道，他们会告诉你关于中国熊猫的一切，然后又会跟你讲俄罗斯的有趣历史。

You know, they'll tell you everything about Chinese pandas, and then they'll tell you all about this interesting history of Russia.

可问题是，他们从未实际做出过任何东西。

And it's like, but they've never made anything.

那么这样下去会有什么结果呢？

So where is it going with that?

你可以让自己的后台进程向你展示：'嘿，这个想法可能不错，因为一周后我又想起它了'。

You can allow your own background job to present to you, Hey, that idea was maybe good because I'm reminding you of it now a week later.

对吧？

Right?

我们都有过这样的经历：某个周五晚上出去时，思考着如何解决媒体问题并征服世界。

All of us have gone out on a Friday night and thought about how to take over the world, the problem with the media.

你知道吗，我们在周五晚上三个小时内就解决了世界饥荒问题。

You know, we've solved world famine within three hours on Friday night.

我们每个人都这么干过。

Every one of us has done that.

但让你的潜意识稍后提醒你这些想法，这就是我如何从所有想法中筛选出我认为最好的那些。

But allowing your own subconscious to remind you of the ideas later is sort of how I filter the all the ideas into what I think are the best ideas.

是啊。

Yeah.

这观点太棒了，因为你知道，我现在养成了习惯，无论有什么想法都会立刻记下来。

That's such a great point because, you know, I I do whenever I have an idea, whatever it is, I have the habit now to, like, write it down.

对吧？

Right?

我就直接写下来。

I just write it down.

但确实如此，那些我第二天、第三天仍然感到兴奋的，或者不用看笔记就能不断想起的想法，往往才是对我真正重要的。

But it's very true that the ones that I know for sure I'm excited about the day after, the day after, or that I keep remembering without having to read my notes tend to be the ones that's, you know, are important to me.

对吧？

Right?

所以这是对的。

So it's Right.

这个想法很有趣。

That's an interesting thought.

我是说，当我想到那些非常重要的计划和项目时。

I mean, when I think about initiatives and projects that are quite important.

就拿内容创意来说，比如我每天要发的邮件之类的，这些仍然非常有价值。

For content ideas, let's say for my daily emails and stuff like that, that's that's still very valuable.

好的。

Okay.

那么第三步是什么来着？

So step three is to what is it?

我们刚才说到哪儿了？

What did we say?

第三步，你必须得按下启动键。

Step three, you've gotta you've gotta hit go.

当你第一次甚至第十次按下启动键时，你会迅速意识到自己的不足。

And when you hit go that first time or maybe even the tenth time, you're gonna quickly become self aware of your inadequacies.

这是几年前发生的事。

So this happened a few years ago.

我当时想为Shopify开发一款增强现实（AR）虚拟现实应用。

I wanted to build an AR, virtual reality app, for Shopify.

我反复思考了几个月，一直犹豫不决。

And finally, I thought about it forever, for months.

还有客户发邮件问我：'你会做这个吗？'

And I had customers emailing me, Hey, know, would you do this?

最终我坐下来开始动手。

Finally, I sit down to do it.

结果很快发现，我对ARVR一窍不通，连如何使用那些JavaScript插件都不懂——但这反而是件好事。

And like very quickly, realized I don't know anything about ARVR, how to use these like JavaScript plugins for ARVR, but that was really good.

于是在一两天内，我引入了一位联合创始人，他解决了所有问题，现在我们的应用已在Shopify应用商店上线四年了。

So then within a day or two, I onboarded a co founder who figured it all out, and now we've had that app for like four years in the Shopify app store.

但我必须行动起来，才能迅速认识到自己的不足。

But I had to hit go to very quickly realize what I didn't know.

当你迟迟不行动时，就会一直陷在‘总有一天我会去做’的炼狱中。

When you don't hit go, you stay in this purgatory of one day I'll get around to doing it.

这种拖延的问题我们都清楚——它意味着世界上少了一个伟大的事物，你可能赚得更少，获得更少的成就感等等。

And one of the problems with that, we already all know, it just means that this great thing doesn't exist in the world, and maybe you make less money or you get less fulfillment or whatever.

其次，它会阻碍你认清自己的知识盲区。

But two, it withholds you back from knowing what you don't know.

所以你必须行动起来，因为这才是学习的开始。

So you have to hit go because that's the beginning of learning.

这是一次让人谦卑的经历。

And it's a really humbling experience.

你知道，我经常冒出新点子，总是在构建它们，或尝试构建，或开始构建。

You know, I'm always coming up with new ideas, and I'm always building them or trying to build them or beginning to build them.

然后很快意识到，我根本做不了这个，因为我连怎么做都不知道。

And really quickly, realized, well, I can't even do this because I don't even know how to do that.

于是我开始深入钻研，学习如何完成这件事。

So then I go down the rabbit hole and learn how to do that.

这就是我现在在黑客技术方面正在经历的。

And that's what I'm going through right now with hacking.

虽然我知道如何开发网页应用，但了解如何利用它们是另一回事。

It's like, I know how to make web apps, but knowing how to exploit them is a little bit different.

两者相关，但略有不同。

It's tangential, but a little different.

所以我现在正在研读相关教材，跟着教程学习，从最基础重新开始——如果是开发应用就不需要这样。

So I'm reading textbooks on that, and I'm going through tutorials, and I'm going back to step one, which I wouldn't be doing if I was building an app.

如果有人让我开发一个具有特定功能的应用，会比让我获取某网站所有用户邮箱要轻松得多。

It's a lot more comfortable if you said, Ryan, build me an app that does this, than if you said, Ryan, try to get all the user emails for that website.

但正是'立即行动'迫使我将这些知识点串联起来，弥补自身不足。

But hitting go forced me to connect those dots and fill backfill my own inadequacies.

你之前提到过，比如选择项目的边界，确保自己不会做太多、想太多。

So earlier you mentioned about, like, selecting the, you know, the the boundaries of the project and making sure that you don't do too much, you don't think about too much.

那么，你在这方面的具体流程是怎样的？

Like, what what's your process here?

这是有意识的还是无意识的？

Is it a conscious, unconscious stuff?

现在你是靠直觉判断吗？比如知道这个太多了，这个就够了？

Is it the gut feel now that you know, like, this is too much old versus this is enough?

这个问题很难回答。

That's a tough one.

确实很难说清楚。

That's a tough one.

我刚做了个很好的例子就是新课（不是要推销课程）

So I just did this it's a good example would be the new course, not to pitch the course.

但在这门新课里，我们做了三个应用，简单、中等、困难各一个。

But in this new course, we make three apps, kind of easy, medium, hard.

第一个应用需要几个小时完成。

And the first app takes a few hours.

第二个应用可能需要再多几个小时。

The second tap second app maybe takes a few more hours.

我认为整个课程制作三个应用大约需要33个小时。

I think the I think there's like thirty three hours in the course making three apps.

所以平均每个应用大约需要8小时来开发。

So on average, they probably take around eight hours each to make each app.

完全控制在24小时最小可行产品的范围内。

So well within the bounds of a twenty four hour MVP.

但在制作过程中，我并没有提前编写好所有应用代码，然后对着视频复制粘贴到编辑器里。

But as we're going through it, you know, I didn't code the whole apps up before the course and then, you know, copy paste my text into an editor on video.

我们实时创建了创意、线框图、功能集等所有内容。

We created the ideas, the wireframes, the feature sets, all of it essentially live.

基本上就是打开直播摄像头录制，每隔30分钟随意暂停一下去喝杯汽水什么的。

It was essentially like I turned on a live camera, recorded it, and I just arbitrarily hit pause every thirty minutes to get a soda or whatever.

于是我经历了一段非常超现实的体验，在34小时里一边大声思考一边开发三个应用，来辨别什么重要、什么不重要以及原因。

And so I I had a very surreal experience of thinking out loud for thirty four hours building three apps to determine what matters and what doesn't and why.

我认为当今存在一个非常痛苦的现实，就是我们习惯了看到越来越优秀的第一版产品。

And I think there's this really painful truth nowadays that we're used to seeing better and better version ones.

所以第十版产品某种程度上和以往没什么不同。

So it's like version tens are sort of like the same as they always have been.

比如谷歌搜索就是个第十版产品。

Like, Google's Google is like a version 10 product.

对吧？

Right?

比方说Xbox Live就是个第十版产品。

Let's say, like, Xbox Live is a version 10.

但第一版产品已从Craigslist那样的简陋形态，进化到如今像以太坊这样的水准。

But version ones went from being Craigslist to now version ones are like Ethereum.

你明白我的意思吗？

You know?

正因如此，很大程度上这与资金有关，而且现在开发更好的应用变得更容易了，设计师们也在学习编程。

So because of that and a lot of that has to do with funding and just it's easier to build better apps and designers are learning to code.

所有这些变化都在幕后悄然发生。

And so all these things are happening in the background.

但这也形成了一个悖论：随着开发变得更容易，更多人参与开发，意味着会有更多初版产品看起来就非常惊艳。

But because of that, it's almost this paradox where as it gets easier to build things, more people are therefore building things, which means more things will exist that look awesome even in their version one state.

这可能正是许多人心中的难题——他们想着：'就连我的初版也必须足够出色'。

And that is maybe the problem, the challenge for a lot of people who are thinking, Well, even my version one has to be so good.

我怎么可能做到？这简直难以企及？

How can I It's insurmountable?

但归根结底，这又回到了界定范围的问题——不仅是界定产品内容（这是我们今天一直在讨论的）。

But that all comes down to, again, scoping not just what you're making, which is what we've been talking about so far today.

界定产品范围，那么，你具体怎么做呢？

Scoping what you're making, well, do you do that?

其中的科学依据是什么？

What's the science?

明确目标用户群体。

Scoping who is gonna consume it.

这一点非常重要。

So important.

举例来说，如果有人想开发企业级应用，我认为不应该在一天内完成初版，对吧？

For example, when someone wants to make an enterprise app, I don't think you should make version one in a day, right?

或者当有人希望应用月费超过19美元时，也不该在一天内完成初版。

Or when someone wants their app to cost more than $19 a month, I don't think you should make version one in a day.

但如果你希望应用月费300美元，那没问题。

But if you want your app to cost 300 a month, that's fine.

不过初版定价30美元或许更合适。

But maybe version one should cost $30.

之后你可以进行调整。

And then you can change it.

你可以不断优化它。

You can improve it.

你可以提高定价。

You can increase the pricing.

所以大家常说的ICP（理想客户画像）与实际存在脱节，而我从未用过ICP这个术语。

So there's this disconnect between the ICP everyone's talking about, and I've never used the term ICP.

我一直说的是RCP（现实客户画像），即你当前产品的真实客户群体。

I've always said RCP, your realistic customer profile.

这才是当下最适合你产品的人。

That's who is the right person for your product right now.

就是那些现在看到你产品会说'这根本不用考虑'的人。

The person who looks at your product right now and says, This is a no brainer.

这就是你的RCP。

That's your RCP.

而你的RCP始终在变化。

And your RCP is always changing.

随着时间的推移，你的RCP会逐渐变成ICP。

And your RCP over time becomes your ICP.

所以你可以在第一天就规划好。

So you can plot out on day one.

我的理想客户是可口可乐、谷歌之类的公司。

My ICP is Coca Cola, Google, blah blah blah.

但在第一天，我的实际客户是经营HR科技公司的朋友约翰，他可能会出于善意注册。

But on day one, my RCP is my buddy John who runs an HR tech company, and he might sign up out of goodwill.

到了第50天，我的实际客户可能是A轮初创公司的人，现在都不知道该怎么称呼他们了，对吧？

In day 50, my RCP is someone who is a series A series startup, whatever you even call it nowadays, right?

所以你可以设定理想客户，但必须保持谦逊，先锁定一个略有不同但能逐步达成的实际客户群体。

So you can have your ICP, but you have to, again, humble yourself and have an RCP that's a little bit different that you can work up to.

这是很重要的一部分。

So that's a big part of it.

你不需要精通如何武断地删减功能。

You don't have to master the art of arbitrarily eliminating features.

相反，你只需选择一群在你有限时间内能完成的产品功能上就感到满意的用户群体。

Instead, you can just pick a group of people who will be content with whatever you can build in some limited time frame.

判断一个优质RCP的标准是什么？

What's your criteria to have a good RCP?

你怎么知道它是否合适？

How do you know it's good?

你如何确定可以采纳它？

How do you know it's you can go with that?

其实没人禁止你直接询问他们

Well, no one says you can't ask them.

对吧？

Right?

你可以直接问他们

You can ask them.

而且那些在首日就成为你RCP的人通常也更容易联系到

And the types of people who are your RCP on day one are also a lot easier to get in touch with.

这或许是你可参考的一个模式

So that's maybe one pattern you can look for.

如果你的RCP存在守门人，那可能就不是真正的RCP。

If there's a gatekeeper to your RCP, maybe that's not really your RCP.

对我来说，RCP是我能通过邮件或Twitter私信联系，且确信会得到回复的人。

To me, an RCP is someone that I can email or DM on Twitter with high certainty they will reply.

产品本身并不重要。

And it doesn't matter what the product is.

如果我觉得对方不会热情回应，比如'嘿，老兄'这样。

If I don't think the person will be like, yo, dude.

没错。

Yeah.

有意思。

Interesting.

如果通过邮件或Twitter私信只能得到'嗯嗯啊啊'的敷衍回复，说明我目标定得太高了。

Blah blah blah via email or Twitter DM, I am aiming too high.

这就是我判断某人是否属于RCP的直觉标准。

That's my gut check if someone's my RCP.

所以说，接触渠道是个关键因素。

So access is a big thing.

因此在我教授这种选择客户的过程中，我会把接触渠道作为标准之一。

So in the way I teach this kind of process of selecting our customers and whatever, I use access as one of the criteria.

这是决定成败的关键。

This is the deal breaker.

比如说，我想成立一家为金融顾问服务的营销机构。

It's like, yeah, I want to build a marketing agency that serves, I don't know, financial advisors.

我会问：你认识多少位金融顾问？

I would ask, how many do you know?

我一位都不认识。

I don't know any.

好吧。

Okay.

那这个方向肯定行不通。

Then then that can't be it.

对吧？

Right?

就像是

And it's like

没错。

Right.

既然渠道这么重要，你有加入Facebook群组的渠道吗？

If this access is so important, do you have access to Facebook groups?

你有邮件列表吗？

Do you have an email list?

你有播客吗？

Do you have a podcast?

你的渠道资源是怎样的？

What's your access like?

你有这样的朋友资源吗？

Do you have friends like that?

你有这样的家庭成员吗？

Do you have family members like that?

我很高兴你提到这一点，因为通常这就是决定成败的关键。

And I'm so glad you're mentioning this because, yeah, usually, this is the deal breaker.

然后我还有些像快乐这样的东西。

And then I have stuff like joy.

你知道的，你是喜欢为他们服务、与他们共事，还是他妈地讨厌这群人？

You know, do you like serving them, working with them, or do you fucking hate this group?

接着你要考虑他们收入的比例。

Then you have, like, percentage of their income.

他们愿意花10%、50%的钱在这些东西上吗？

Are they willing to spend, you know, 10%, 50% on the stuff?

这就是为什么总是要瞄准那些有真正热爱爱好的人，因为他们会花大把钱在上面，哪怕他们只赚最低工资。

This is why it's always always good to to go after people that have, like, hobbies that they are really they love because they spend a lot of their money even if they could earn minimum wage.

总之，以上就是所有标准。

Anyway, those are all the criteria.

感谢分享这些。

So thanks for sharing that.

这确实非常有趣。

That's actually very interesting.

好的。

Okay.

所以我们有了这些。

So we have that.

我们有了这个群体。

We have the group.

关于RCP理念，你还有什么其他通常会精简的内容是你教人们大量精简的吗？

Is there any other stuff that you tend to trim down that you teach people to trim down a lot about the RCP idea?

嗯，另外我会问人们——我不想说我告诉人们要精简。

Well, something else I ask people I don't wanna say I tell people to trim down.

我不确定这个过程是否合理。

I don't know if this is a good process or not.

不过我自己确实会简化发布流程本身。

It's something I do, though, is to trim down the launch itself.

我们都见过那些大张旗鼓（如果这个词合适的话）启动的初创公司。

We've all seen startups that launch with a lot of fanfare, if that's the right word.

第一天就登上了TechCrunch。

The day one, they're in TechCrunch.

第一天就宣布融资200万美元。

Day one, you know, they raised $2,000,000 as an announcement.

第一天就在某个会议上演讲，基本上就是开张当天。

Day one, they're speaking at some conference, you know, essentially day one.

这可能会误导我们这些旁观者，让我们以为成功就等于要有个盛大开场。

And it can throw off the rest of us spectators, observers, that to be successful equals to have a big successful launch.

但如果你翻看YC公司的名单，大部分都已倒闭，而它们都曾登上过TechCrunch或The Verge等媒体。

But if you go through lists of YC companies, most of them have all shut down, and all of them were in TechCrunch or The Verge or whatever.

他们都认识记者。

They all knew journalists.

他们都能在会议上发言。

They all got to speak at conferences.

他们都筹集了大量资金。

They all raised a lot of money.

我不会说他们都筹了很多钱，但他们基本上都能筹到一些钱，对吧？

I won't say they all raised a lot of money, but they pretty much all were able to raise some money, right?

就连从Y Combinator获得的12万美元，也比99%的初创企业能得到的要多。

Even the 120,000 you get from Y Combinator is more than 99% of startups ever receive.

因此，我会降低你对产品发布的期望，原因有二。

And so I would trim down your launch aspirations for two reasons.

其一，这会带来很多心碎。

One, it's a lot of heartbreak.

你可能要花大量时间与记者们周旋，诸如此类，纯粹是在浪费时间为发布做准备。

You could spend a lot of time trying to play politics with journalists and all of that and just wasting time trying to launch.

但其二，正如我们从之前的初创企业墓地所见，这并非成功的真正指标。

But two, it's not really an indicator of success as we've seen with, you know, previous the startup graveyards.

对吧？

Right?

Thalerie.com详细记录了许多制造了大量噱头然后倒闭的公司案例。

Thalerie.com does a great job outlining lots of companies that built a ton of hype and then died.

向Thalerie致敬。

Shout out to Thalerie.

但第三点——这也关联到我开发MVP的方式——如果你搞盛大发布，就像在淤青上涂睫毛膏来掩饰被女友家暴的痕迹。

But third, and this is where it relates to building MVPs the way I build MVPs, if you have a big launch, it's like putting mascara over bruises because your girlfriend beat you.

我说女友家暴是为了避免用那个老套的例子。

And I'm saying girlfriend beat you, so we don't use the same obvious one.

如果你人为制造发布会，你根本无法判断产品是否真的好。

You truly don't know if what you have is any good if you manufacture a launch.

但如果你只是随意发条推文给你的几百粉丝，或者给朋友发封邮件，当然有些人只会鼓励你，所以你也得选择性忽略某些反馈。

Whereas if you do the very chill tweet to your few 100 followers or an email to your friends, sure, some of them will just encourage you, so you have to also ignore some feedback.

你妈妈会觉得你做的每件事都很棒。

Your mom's gonna think everything you did is great.

但我喜欢这种反高潮的发布方式，这基本上就是我发布所有东西的方式，我发布的一切都是反高潮的。

But what I like about the anticlimactic launch, which is essentially how I've launched everything, everything I've launched has been anticlimactic.

我发条推特说'请享用'，然后就再也不提它了。

I tweet it and I say, enjoy, and I never tweet it again.

比如，你找不到任何一篇我的博客文章被我转发超过一次，而我已经写了上百篇。

Like, you won't find any of my blog posts tweeted by me more than one time, and I've written hundreds of them.

我写完它。

I write it.

我发条推特。

I tweet it.

大概有七个人点赞。

Maybe seven people hit like.

多年后，可能有成千上万的人读到它，但我从不二次分享。

Over years, thousands of people might read it, but I don't share things twice.

我从来不做正式发布。

I don't launch ever.

我只是发条推文。

I just tweet it.

把它发布出去。

I put it out there.

这让我比别人更有优势的是，我不会因为第一天在TechCrunch上看到注册量激增就沾沾自喜，心想：看第一天试用的人这么多，这产品肯定很棒。

And what it gives me the advantage over other people is that I'm not tripped up looking at my sign up spike on day one because I was in TechCrunch and saying, Well, I know this has to be a really great product because look at how many people tried it out on day one.

这毫无意义。

Like, that doesn't mean anything.

采用平淡的发布方式，你才能真正了解人们对它的看法。

Do the anticlimactic launch, and then you get to really know, what people think about it.

所以这种平淡的发布方式——我很喜欢这个想法和概念。

So the anticlimactic launch is I I love that idea, that concept.

如果你想的话，可以发布20次。

And you can launch 20 times if you want.

对吧？

Right?

人们常犯的一个错误是，他们以为别人会想着他们、记得他们、记得他们分享的一切，就像创作者自己那样。

I mean, the one mistake that people tend to make a lot is the fact that they think others think of them, remember them, remember everything they've shared and like you would do as a creator.

但事实并非如此。

But they don't.

他们根本不在乎。

They don't give a shit.

对吧？

Right?

他们不关心你。

They don't care about you.

他们只关心自己。

They care about themselves.

他们会忘记你。

They'll forget you.

就像你说的，你可以发布20次都没关系。

Like, you know so you can launch 20 times, right, to your point.

但听起来你做的更像是持续发布。

But it sounds like what you're doing is more of a continuous launch.

我甚至不确定'发布'这个词是否准确。

I don't know if launch is the right term even.

更像是你直接亮相。

It's more like a you just appear.

你只是让作品亮相，然后赌它足够优秀，能吸引对的人解决特定问题，自然就会发展成气候。

You just make the thing appear, and you bet on the fact that it's good enough for the right people to solve the specific problem that it will naturally kind of become something.

是这样吗？

Is that right?

这么说吧。

Let's let's put it this way.

如果查看我个人博客的分析数据——那里有个项目页面，每个项目都是个小方块图片链接到其他网站，再查看那些网站的分析数据，我自己的Ryan C。

If I go into the analytics of my personal blog, which has a projects page and each project is like a little square image that goes to some other website, and then I go to the analytics of those websites, my own Ryan C.

Colt/项目页面始终是这些其他项目引荐流量的重要来源。

Colt slash projects page is always a meaningful contributor to in terms of the referral traffic to all these other projects.

假设人们访问我的网站是因为他们通过我的Twitter而来，可以说Twitter是我的中心枢纽，而我的网站是一个分支，然后这个分支——我的网站——又指向其他项目。

So if people come to my site because they come to my Twitter let's say Twitter is my hub and my site is a spoke, and then that spoke, my website, points to other projects.

有趣的是，我发现我发推的频率与为我的项目注册或付费的人数之间存在直接关联。

What's interesting is that I've seen direct correlation between the number of times I tweet and the number of people who sign up or pay for my projects.

但如果你描绘出用户旅程，那其实是我在推特上发任何内容。

But if you map out that user journey, that's me tweeting about anything.

内容可以是任何东西。

It could be anything.

枪支。

Guns.

假设我在推特上发关于枪支的内容。

Let's say I'm tweeting about guns.

这会为我的Twitter个人资料带来更多点击量，从而为我的网站带来更多流量，其中一部分人会访问我的项目页面。

That drives more clicks to my Twitter profile, which drives more clicks to my website, and a percentage of those people go to my projects page.

然后从那个页面，他们可能会点击某个项目。

And then from that page, they might click a project.

所以我发现，尽管听起来很疯狂，我可以发推文谈论任何话题。

So I've found, as wild as it is, I could tweet about anything.

这些内容不必与技术或营销相关，我依然能为我的应用带来更多注册用户。

It doesn't have to be related to tech and marketing, and I will drive more signups to my apps.

那我为什么还要费心发布任何东西呢？

So why would I launch anything ever?

我的做法是打造这种用户驱动的旅程，让他们自主选择真正想要的内容。

The way I'm doing it is this user driven journey where they pick exactly what they want.

因此项目页面就变成了菜单。

So the projects page becomes the menu.

他们会觉得，这个看起来挺有意思。

And they're like, that looks interesting.

点击它，或许就会注册。

Click that and maybe sign up.

对此我深表感激。

And I'm very grateful for this.

我不想让这话听起来像是我在说'看看我'。

I don't want it to sound like I'm saying this, look at me.

我的观点是，正如你所说，这种持续发布的想法是可以实现的，你必须发挥创意，观察流量来源来验证这一点。

My point is that this idea, like you're saying, of this continuous launch can be done, and you have to be creative looking at where your traffic's coming from to verify it.

但我已经验证过，如果我只是通过在推特上说点什么（最好是好的、有用的内容，而不是全部都是挑衅）保持在人们的视线中。

But I have verified that if I am just on top of people's minds by saying something on Twitter, hopefully something good, something useful, it's not all trolling.

如果我通过分享有用的想法保持存在感，这确实会逐渐转化为对我所构建产品的注册和购买。

But if I'm remaining on top of mind with useful ideas, that does trickle down into signups and purchases of the things that I build.

这一直都是这样的规律。

And it's always been that way.

虽然我还没有具体计算出Z分数或P值来统计这种相关性的显著性，但确实存在这样的情况：有时我一周不发推，有时连续发推，查看数据图表时差异非常明显。

And it's almost like I haven't plotted out the Z scores, the P values of the statistical significance of this per se, but there are times where I don't tweet a week, and there are times where I tweet a week back to back, and I can go look at the charts and it's night and day.

就像你说的，人们其实并不关心你。

Just because I'm, like you said, people don't care about you.

他们十秒钟后就会把你忘掉。

They forget about you after ten seconds.

他们拇指一滑浏览动态，你就被抛诸脑后。

They scroll their feed one thumb away and you're out of their mind.

但如果你每天在他们脑海中出现十次，总会有些回报的。

But if you're back in their mind 10 times a day, some of that's gonna pay off.

所以关于产品发布，我现在想到的另一个要点是——那些痴迷于大型发布的人，其实是在玩一种‘更聪明而非更费力’的游戏。

And so I think the other maybe note I'll add about launching that just occurred to me now is that the launching, the people who are obsessed with these big launches, they're kind of doing that smarter, not harder game.

他们的策略是：‘我就和记者喝喝酒，安排好TechCrunch的报道，再搞定这个那个’。

They're like, Well, I'll just go to drinks with the journalists and get TechCrunch lined up and do this and this and this.

然后就能进入自动驾驶模式。

And then it'll be on autopilot.

我就能获得反向链接。

I'll get my backlinks.

持续获得流量红利。

I'll have the residual traffic.

而更费力的方式是每天坚持出现，分享观点，整合对人们可能有用的内容。

Whereas working harder is just showing up every day, sharing ideas, synthesizing things that might be useful to people.