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今天我想跟你聊的书是《史蒂夫·乔布斯的演讲秘诀》，如何在任何观众面前表现得极其出色，这本书的作者是卡迈恩·加洛。
Book that I wanna talk to you about today is The Presentation Secrets of Steve Jobs, How to Be Insanely Great in Front of Any Audience, and it was written by Carmine Gallo.
我有一个朋友创办了一家公司，他从世界上一些顶级风投公司那里融到了资金。
So a friend of mine founded a company, and he raised money from some of the best venture capital firms in the world.
他给我寄了这本书，因为他说他的投资人告诉他，在下一轮融资之前应该读这本书，而且显然他们也给投资组合中的其他创始人推荐了这本书。
And he sent me this book because he says they told him, his investors told him that he should read this book before his next round of fundraising, and apparently they give this advice to other founders in their portfolio as well.
这本书认为乔布斯是我们这个时代最伟大的商业故事讲述者。
This book makes the case that Steve Jobs was the greatest business storyteller of our time.
所以我觉得这本书里的观点非常重要，因为基本上，如果你读了这本书，它会告诉你如何像乔布斯一样销售。
And so I think the ideas in this book are really important because, essentially, if you read the book, it tells you how to sell like Steve Jobs.
既然商业就是销售，我想用一整集来介绍他的一些观点。
And since business is sales, I wanna dedicate an entire episode to going over some of his ideas.
因为你想一想。
Because think about it.
当你推销一个想法时，你是在销售；当你和客户交谈时，你是在销售；当你试图招募人才为你工作时，你是在销售；当你试图为你的企业筹集资金时，你也是在销售。
You're selling when you pitch an idea, you're selling when you talk to customers, you're selling when you're trying to recruit people to come work for you, you're selling when you try to raise money for your business.
而且我觉得，当你研究史蒂夫·乔布斯的一生和职业生涯时，很明显他相信所有这些。
And I think when you study the life and career of Steve Jobs, it's very obvious that he believed all these things.
这就是为什么他花了那么多时间和精力去学习如何销售。
That's why he spent so much time and effort learning how to sell.
事实上，在这本书里，他说他把自己的主题演讲看作一种武器。
In fact, in this book, he said that he considered his keynote presentations a weapon.
他把它看作是苹果的竞争武器。
He considered it a competitive weapon for Apple.
书里有一句很棒的话，说明了为什么这很重要，它说：一个人可以有世界上最好的想法，但如果他不能说服足够多的人，那也没用。
There's a great quote in the book about why this is so important, and it says, A person can have the greatest idea in the world, but if that person can't convince enough other people, it doesn't matter.
所以我做的是，把这本书里的想法整理了一下，按照书里推荐的方式组织起来。
And so what I did is I took the ideas in this book and I organized them in the way that the book recommends.
所以今天我要跟你聊三件事：第一。
So there's three things that I'm going to talk to you about today: one.
你真正在卖的是什么？
What are you really selling?
第二点。
Two.
史蒂夫·乔布斯是怎么做演讲的。
How Steve Jobs made his presentations.
第三点，培养一种救世主般的使命感的重要性。
And three, the importance of developing a messianic sense of purpose.
所以我想从“你真正在卖什么”开始讲起。
And so I want to start with what are you really selling?
因为我真的认为这是整本书里最重要的一部分。
Because I really do believe this is the most important part of the entire book.
如果你问史蒂夫·乔布斯，他不会说：“哦，你是做什么工作的？”
So if you would ask Steve Jobs, he wouldn't say, Oh, what do you do for a living?
“哦，我卖电脑。”
Oh, I sell computers.
不。
No.
他会说，他卖的是释放人类潜能的工具。
He would say that he sells tools that unleash human potential.
这些工具会改变你的工作和娱乐方式。
Tools that change the way that you work and that change the way that you play.
所以，史蒂夫·乔布斯在1997年说过一句话。
And so there's a quote Steve Jobs said in 1997.
他说，你必须从客户体验出发，再回到技术，而不是反过来。
He says, You gotta start with the customer experience and work back towards the technology, not the other way around.
他在卖两款产品的时候就是这么做的。
He did this when he sold two.
你必须回答的头号问题，也是最重要的问题，就是：我为什么要在乎？
The number one question that you have to answer, the one question that matters the most, is why should I care?
客户为什么要在乎？
Why should the customer care?
如果你回去看他的演讲，或者在这本书里读他的演讲稿，你会发现，他总是从客户体验开始，然后再回到技术。
And if you go back and watch, and you can also read his presentations in this book, you see that he started with the customer experience and then worked back towards the technology.
所以我想回顾一下他1998年的iMac发布会。
So I wanna go over his 1998 iMac presentation.
他一开始就说，我们造这台电脑，这台iMac，是因为顾客告诉我们，他们买电脑的首要原因就是想简单快速地上网。
So he starts out by saying, We made this computer, this iMac, for the number one reason customers tell us that they want a computer: to get on the internet simply and fast.
他还没介绍产品，就先讲了产品带来的改进。
He starts with the improvement that his product makes before he even introduces his product.
他说，我们去看了市面上所有的其他产品。
He says, We went out and looked at all the other products out there.
我们发现它们几乎都有一些共同的问题。
We noticed some things about them pretty much universally.
它们全都用的是去年的处理器。
They are all using last year's processor.
其次，它们的屏幕质量都很差。
Secondly, they all have pretty crummy displays on them.
这些东西长得真丑。
These things are ugly.
这意味着它们的性能更低，而且更难用。
What that means is they have lower performance and they are harder to use.
他刚才做的，就是为听众画出一条语言路线图。
So what he just did there, that is called drawing a verbal roadmap for your audience.
我稍后在第二部分会详细讲他是怎么做到的，但先看看刚才发生了什么。
I'll go into more detail in section number two on actually how he does this, but look at what just happened.
他从问题开始讲起。
He starts with the problem.
那是1998年。
It's 1998.
你想上网，这个叫互联网的新东西。
You want to get on this new thing called the internet.
你想要一种简单又快速的方式。
You want a simple and fast way to do so.
问题是，市面上所有的产品，所有其他电脑，都又复杂又慢又难看。
The problem is, all the products, all the other computers out there, they're complex, slow, and ugly.
而且他用词很简单，用的词也很特别，这个我们待会儿会详细讲。
And he uses very simple words, words that are unusual, which we'll talk about more in a little bit.
烂透了。
Crummy.
这个词简单但很特别，尤其是在商务演讲里。
That is a simple but unusual word, especially in a business presentation.
然后他没有说丑，他说的是难看。
And then he didn't say ugly, he said ugly.
说完这两句话之后，他告诉大家这意味着什么。
And then after those two sentences, he tells you what that means.
也就是说，这些产品性能更差，而且更难用。
What that means is they have lower performance and they are harder to use.
这就是在给听众画一条语言上的路线图。
That is drawing a verbal roadmap for his audience.
接着他就讲到了解决这个问题的办法。
And then he goes into the solution to that problem.
解决方案就是他做的那个产品。
The solution is the product that he made.
所以让我来介绍一下iMac。
So let me tell you about iMac.
新的iMac速度很快。
The new iMac is fast.
快得惊人。
It screams.
所以当我讲到这部分的时候，我自己都沉浸进去了。
So when I got to this part, I left myself.
你觉得史蒂夫·乔布斯的竞争对手会用同样的话来形容他们产品的速度吗？
Do you think any of Steve Jobs' competitors describe the speed of their products with that same phrase?
快得惊人。
It screams.
这些词不常见但让人印象深刻，而且非常好理解。
This is unusual but memorable words, and it's very simple to understand.
然后他接着讲下一个。
Then he goes into the next one.
新的iMac显示屏非常漂亮。
The new iMac has a gorgeous display.
史蒂夫又一次用描述爱人的方式来描述他的产品，但只用简短几句话。
Again, Steve is describing his product the way that you describe your lover, but in a few short, simple sentences.
你已经知道了，好吧，问题是我想要上网，我听说上网很好，但很复杂，很难操作，我需要一个简单又快速的方法。
You already know, okay, the problem is I want to get on the Internet, I'm hearing great things about it, it's complex, it's hard to do, I need a simple way and a fast way to do that.
这个选择对我来说不可行，因为其他不是苹果产品的电脑，他刚才说了，它们质量差、难看、复杂。
That option is not available to me because all the other computers that are not Apple products, he just said they're crummy, they're ugly, they're complex.
但这款新的iMac，速度飞快。
But this new iMac, it screams.
那意味着它很快。
That means it's fast.
它的显示屏非常漂亮。
It has a gorgeous display.
看起来一定很棒。
Must be great to look at.
而且史蒂夫·乔布斯销售的天才之处，我认为沃伦·巴菲特也做了完全相同的事情。
And the genius of the way that Steve Jobs sold, and I would argue that Warren Buffett does the exact same thing.
我多次提到过，如果你认为商业史上最伟大的内容营销是什么，我会说是沃伦·巴菲特的股东信。
I've made the point multiple times that if you think of the greatest content marketing in business history, I would argue, is Warren Buffett's shareholder letter.
他做的也是同样的事情。
He does this exact same thing.
他把极其复杂的东西用简单直接的语言解释给你听。
He takes something unbelievably complex and uses simple and direct language to explain it to you.
无论你是看史蒂夫·乔布斯的演讲还是读他的文稿，就像读沃伦·巴菲特的股东信一样，几乎没有任何行话。
And if you either watch Steve Jobs' presentations or read the transcripts, it's just like reading Warren Buffett's Shareholder There's almost no jargon.
语言简单直接，还有很多故事叙述。
It is simple and direct language, a lot of storytelling.
我的朋友摩西·卡根写了一篇很棒的文章来说明这一点。
My friend Moses Kagan wrote something great about this to illustrate this point.
摩西是个房地产投资者，他从投资者那里筹集了超过两亿美元，然后用这些钱在南加州买公寓楼。
What Moses does is he's a real estate investor, so he's raised over $200,000,000 from investors, and he takes that money and he buys apartment buildings in Southern California.
南加州是一个非常受欢迎的地方，几十年来一直如此，而且通常很难新建供应。
Southern California is a highly desirable location and has been for decades and is usually very difficult to build new supply.
他写的东西非常完美，因为他从富人那里筹集资金，而且他做事的方式与行业里的其他人很不一样。
And what he wrote was perfect because he raises money from rich people and he sees the way he does it is very different from some of the other people in his industry.
他写道，普通富人根本不知道MOIC是什么，更不用说IRR或租金损失等了。
And he wrote, Normal rich people have no idea what MOIC is, let alone IRR or loss to lease, etc.
如果你想要他们的钱投资你的项目，在你的演示文稿里加一页，标题是“我们用你的钱做什么——用大白话讲”。
If you want their money for your project, include a slide in your deck titled What We Will Do With Your Money in Plain English.
来回答“我为什么要关心？”这个问题。
To answer the question Why should I care?
这等于说“这对我有什么好处？”
That equals what does this do for me?
而且这不仅适用于客户。
And it's not just for customers.
这显然也适用于向员工推销、向投资者推销。
It applies to, obviously, pitching employees, pitching investors.
如果你听过我两周前做的那期节目，那是第348期，叫《华尔街百年丑闻背后的金融天才》。
If you listen to the episode I did two weeks ago, it's episode three forty eight, The Financial Genius Behind a Century of Wall Street Scandals.
那期节目叫《火柴大王》。
It's called The Match King.
如果你还没听过，强烈推荐你去听，也推荐你去读那本书。
If you haven't listened to it, highly recommend you do, and read the book too.
我现在已经给几个朋友买了这本书，他们简直不敢相信书里的故事。
I bought the book for a few friends now, they just cannot believe the story that's in the book.
但如果你听了那期节目，或者读了那本书，你会发现伊瓦尔·克鲁格做的正是史蒂夫·乔布斯做的事。
But if you listened to that episode, if you read that book, Ivar Kreuger, he did exactly what Steve Jobs did.
他做的正是我朋友摩西给的建议。
He did exactly what the advice that my friend Moses gave.
用通俗易懂的语言解释我们会怎么用你的钱。
Explain what we will do with your money in plain English.
伊瓦尔·克鲁格从欧洲来到美国，向美国投资者推销。
Ivar Kreuger comes from Europe, comes to America to pitch American investors.
他用非常清晰的语言解释，我要拿你的钱做什么？
And he explains in very clear language, what am I going to do with your money?
为火柴垄断提供政府贷款。
Government loans for match monopolies.
我要从美国筹集资金。
I'm going to raise money from America.
我要把这些钱带回欧洲。
I'm going to take that money back to Europe.
欧洲有很多小国政府，财政状况很糟糕。
There's all these smaller European governments that are in bad financial shape.
我会以贷款的形式借出这些钱，作为交换。
I'm going to loan that money in exchange.
他们会授予我在他们国家内生产和销售火柴的垄断权。
They're going to grant me a monopoly for match production and selling matches inside of their company.
政府贷款换取火柴垄断权。
Government loans for match monopolies.
这一点很重要，因为他用了一个很容易理解的短语来表达。
This is important because he put it in a phrase that was easy to understand.
所以他的投资者就会把这个短语转述给……
And so his investors would then repeat this to...
把这个短语告诉其他投资者。
That phrase to other investors.
政府贷款换取火柴垄断权。
Government loans for matched monopolies.
容易理解的想法传播得快。
Easy to understand ideas spread.
那它们传播得有多快呢？
And how much do they spread?
在那本书里，它提出了这样的说法。
In that book, it makes the claim.
这想起来真是疯狂。
It was crazy to think about.
我记得那是在1920年代。
I think it was in the 1920 decades.
我手头没有具体资料，但我很确定从1922年到1930年，美国交易的证券中大约有25%是伊瓦尔·克鲁格的公司发行的。
I don't have it in front of me, but I'm pretty sure from 1922 to 1930, something like 25% of all the securities traded in America were for Ivar Kreuger's companies.
所以再说一遍，看在上帝的份上，别用行话，就用简单直接的语言，重点讲清楚为什么你要关心这个，我在解释这对你有什么好处。
And so again, for the love of God, no jargon, just use simple and direct language and focus on why should you care, I'm explaining what this does for you.
这同样适用于向客户推销。
Now this applies pitching customers too.
我的朋友埃里克是我认识的最伟大的企业家之一。
My friend Eric is one of the greatest entrepreneurs that I know.
他也读很多书。
He also reads voraciously.
他给我发了……
And he sent me...
他跟我讲了一本书，讲的是胡安·特里普的生平和泛美航空的历史。
He told me about this book on the life of Juan Trippe and the history of Pan Am Airways.
那本书叫《美国传奇》。
The book is called An American Saga.
我买了，以后会读，然后做一期节目。
I have it and I'll eventually read it and do an episode on it in the future.
但我读埃里克对那本书做的笔记时，正好也在读《史蒂夫·乔布斯的演讲秘诀》，然后我碰到一个特别能说明这个问题的例子。
But I was reading through all the notes that Eric took on the book, and I was reading his notes at the same time I was reading The Presentation Secrets of Steve Jobs, and I came across something that is a great illustration of this.
书里讲到胡安·特里普职业生涯早期的事。
It talks about Juan Trippe early in his career.
他去跟客户聊，了解他们的问题。
He talked to his customer to understand their problem.
顺便说一句，那个客户是联合果品公司，想到我做了那么多期关于《吃鲸鱼的鱼》这本书的节目，就觉得挺搞笑的。
This is the United Fruit Company, by the way, which is hilarious if you think about how many episodes I've done on the book The Fish That Ate the Whale.
联合果品公司有文件要处理，在他们经营的那个国家，政府要求这些文件必须送到国会大厦盖章。
But the United Fruit Company had paperwork, and in the country that they were operating in, that country's government insisted that that paperwork has to be brought to the Capitol and it has to be stamped.
这对联合果品公司来说是个问题。
That was a problem for the United Fruit Company.
为什么？
Why?
因为在他们和国会大厦之间有一座九千英尺高的山。
Because in between them and the Capitol is a 9,000 foot high mountain.
所以要把这些文件送到山那边，他们得在非常危险的道路上开三天车。
And so to take this paperwork and get it on the other side of the mountain, they have to drive for three days on very dangerous roads.
于是胡安·特里普来了，他说，哦，其实你知道吗？
So Juan Trippe comes in and is like, Oh, actually, you know what?
我可以把你的文件空运过山，而且一个半小时就能搞定。
I can fly your documents over the mountain and I can do it in an hour and a half.
所以埃里克对此的笔记里说，我喜欢这个价值主张如此清晰明了。
And so Eric's notes on this, he says, I love how crystal clear this value proposition is.
不是危险公路上的三天，而是空中的一个半小时。
Instead of three days by Dangerous Road, it's one and a half hours by air.
这节省了48倍的时间。
That is a 48x improvement in time savings.
时间就是金钱，能让公司运转得更快。
Time is money and allows companies to work so much faster.
最好的B2B公司为客户节省时间。
The best B2B companies save businesses time.
所以，要弄清楚你真正在卖什么，你必须回答这个问题：为什么你的客户要在乎你的产品？
So in order to figure out what you are really selling, you have to answer this question: Why should your customers care about your product?
胡安·特里普的回答是：不用在危险的道路上开三天，坐飞机一个半小时就到了。
Juan Trippe's answer is instead of three days by dangerous road, it's one and a half hours by air.
对史蒂夫·乔布斯来说，就是你想快速简单地上网，而iMac帮你做到了。
For Steve Jobs, it's you want to get on the Internet quickly and simply, and the iMac does this for you.
我之所以从这个故事讲起，之所以认为弄清楚你真正在卖什么如此重要——这是书里最重要的一课——是因为这是一个非常古老的想法。
The reason I started with this, the reason why I think figuring out what you're really selling is so important, the most important lesson in the book, is because it is a very old idea.
这个想法就是，你应该卖的是改进后的……
The idea that you should sell the improved...
你不是在卖产品本身。
You do not sell the product.
你卖的不是你的产品。
You're not selling your product.
你卖的是你的产品带来的改进。
You're selling the improvement that your product makes.
人们不在乎你的产品。
People do not care about your product.
他们在乎的是他们自己。
They care about themselves.
他们只关心你的产品能给他们带来什么。
They only care about what your product does for them.
这就是为什么所有……
That is why all...
想想我们在播客里研究讨论过的那些最伟大的广告公司创始人。
Think about all the greatest advertising agency founders that you and I have have studied and discussed on this podcast.
我都不知道有多少个了。
I don't even know how many.
我会把我做过的所有节目都列出来。
I'll I'll list all the episodes I've done.
我大概做了多少期来着？
I've probably done what?
关于他们的，大概有八期吧。
Eight episodes on them.
而且所有最伟大的广告公司创始人都说过同样的话：卖你的产品带来的改善。
And all the greatest advertising agency founders said the same thing: Sell the improvement that your product makes.
卖你的客户使用你的产品后会得到的更好的未来。
Sell the better future that your customer will receive if they use your product.
史蒂夫·乔布斯之所以是那么出色的讲故事的人，之所以是那么出色的销售员，就是因为他做到了这一点。
The reason that Steve Jobs was such a great storyteller, the reason that he was such a great salesperson, is because he did that.
你想想看。
Think about it.
他想到的最棒的一句广告语，最棒的……
The greatest line he ever came up with, the greatest...
我是说，书里有很多很棒的广告语，但我觉得……
I mean, they have a lot of great taglines in the book, but I feel...
我想不出还有哪个产品的广告语能比最初的iPod更好。
I can't think of another product that has a better tagline than the original iPod.
他们的广告语非常简单。
And their tagline very simple.
它是从顾客的角度写的，描述的是更美好的未来。
It's written from the customer's perspective and it describes the better future.
把1000首歌装进口袋。
1,000 songs in your pocket.
我年纪够大，还记得MP3播放器和iPod刚出来的时候。
Now I am old enough to remember when mp3 players and the iPod came out.
我就是在那个年代长大的。
I grew up.
我们家里有一整柜子的CD。
We had books full of CDs.
你还记得这个吗？
Do you remember this?
就像，你家里会放满CD的书，像这样的，像……
Like, you would have books full of CDs in your house, like these, like...
差不多像那种活页夹一样的东西。
Almost like these binder things.
我特别记得，你开车和朋友一起出去的时候。
I I specifically remember them, like, you drive around your car with your friends.
然后就说，嘿。
Like, hey.
你想听什么？
What do wanna listen to?
然后就说，哦，拿起那本大CD册子翻一翻，看看想听哪张专辑。
Like, oh, grab this giant book of CDs and flip through and try to figure out what album that we want to listen to.
所以你可以那样做，或者带着一个巨大的CD随身听到处走，或者直接用iPod，口袋里装着一千首歌。
So you could do that or you could walk around with a giant Discman or you can just use an iPod and have 1,000 songs in your pocket.
现在想想这有多疯狂，对吧？
Now think about how crazy this is, right?
所以演变过程就是从那些巨大的CD册子，到口袋里的千首歌。
So the evolution goes from, you know, giant books of CDs to 1,000 songs in your pocket.
然后再想想Spotify。
And then think about Spotify.
它不只是口袋里的千首歌。
It's not 1,000 songs in your pocket.
而是历史上所有的歌都在你口袋里。
It's every song in history in your pocket.
所以要想清楚你真正卖的是什么，你得弄清楚你实际上在改善他们生活的哪方面。
So to figure out what you're really selling, you have to figure out what you're actually improving in their lives.
当你看到很多在市场上挣扎的产品时，通常是因为它们是在为不存在的问题找解决方案。
And when you see a lot of these products that are struggling in the market, it's usually because they're a solution in search of a problem.
史蒂夫卖的不是产品，他卖的是改进。
Steve didn't sell a product, he sold an improvement.
有一本很棒的书叫《广告》。
There's a great book called on Advertising.
我最近刚重新读了一遍。
I just recently re read it.
这本书是1980年代出版的，作者是大卫·奥格威。
It came out in the 1980s, was written by David Ogilvy.
在书里，他给你讲了很多优秀广告和营销的例子，我觉得每个创业者都应该读这本书，这是毫无疑问的，但他告诉你书里最重要的一句话是什么。
In the book, he tells you there's a bunch of examples on great ads and marketing, and I think every single entrepreneur should read that book, it's a no brainer but he tells you what the most important sentence in the book is.
他说，广告如果不能给顾客带来好处，就卖不出东西，然而大多数广告活动根本没有解决任何问题。
He says, Advertising, which promises no benefit to the customer, does not sell, yet the majority of campaigns contain no problem whatsoever.
这就是这本书里最重要的一句话。
That is the most important sentence in this book.
再读一遍。
Read it again.
所以一旦你搞清楚你真正在卖的是什么，你的核心想法是什么，试着尽可能简洁地描述它。
So once you figure out what you're actually selling, what is your main idea, try to describe it as succinctly as possible.
如果你能用一句话说清楚，那就更好了。
If you can do it in one sentence, that's even better.
然后你再展开它，展开的过程中，你要反复重复它。
And then you expand on it, and then as you expand on it, then you repeat it a lot.
你和我之前聊过这个伟大的领导者们反复提到的准则：重复就是说服力。
You and I have talked about this maxim that comes up over and over again with great leaders: Repetition is persuasive.
如果你能用一句话描述你的想法，你的听众就会帮你传播它。
And if you can describe your idea in one line, it will be repeated by your audience.
那我给你举个例子。
So I'm going give you an example.
我拿起这本书。
I'm going pick up the book.
书里有很多不同产品的标语，他们还详细讲了书里所有的演示案例。
There's a bunch of taglines that they use for different products and they go over all the presentations in the book.
我刚讲了第一个例子：iPod，一千首歌装进口袋。
So I just talked about the first one: iPod 1,000 songs in your pocket.
他们推出MacBook Air的时候，宣传语是“全球最薄的笔记本电脑”。
When they come out with the MacBook Air, their tagline is It's the world's thinnest notebook.
现在听听史蒂夫·乔布斯和苹果是怎么反复强调这句话的。
Now listen to how much Steve Jobs and Apple repeats this over and over again.
他们在发布会上、所有营销材料、新闻稿和网站上都不停重复。
They repeat it in the presentation, on all their marketing materials, any press releases, their website.
我来列举一下他们用不同方式说同一句话的例子。
I'm going to list all the different ways they say the exact same thing.
MacBook Air是什么？
What is MacBook Air?
它是全球最薄的笔记本电脑。
It's the world's thinnest notebook.
这是第一种说法。
That's one.
世界上最薄的笔记本电脑。
The world's thinnest notebook.
三。
Three.
这就是MacBook Air。
This is the MacBook Air.
它是世界上最薄的笔记本电脑。
It's the thinnest notebook in the world.
四。
Four.
我们决定打造世界上最薄的笔记本电脑。
We decided to build the world's thinnest notebook.
五。
Five.
MacBook Air，世界上最薄的笔记本电脑。
MacBook Air, the world's thinnest notebook.
第六点：苹果推出了MacBook Air，这是世界上最薄的笔记本电脑。
Number six: Apple introduces MacBook Air, the world's thinnest notebook.
第七点：我们制造了世界上最薄的笔记本电脑。
Number seven: We've built the world's thinnest notebook.
重复，重复，再重复。
Repeat, repeat, repeat.
人性有一个缺陷。
Human nature has a flaw.
我们忘了自己会忘记。
We forget that we forget.
回头看看……
Go back...
我经常这么做。
I do this all time.
我会回头重读那些我已经读过的书，你肯定也知道这一点。
I go back and you obviously know that I reread books that I've covered.
想想这有多疯狂。
Think about how crazy it is.
我不仅重读了一本我已经讲过的书。
Not only am I rereading a book that I've covered.
这本书我以前还做过播客，所以我花了很多时间，大概四十个小时真正消化这本书。
It's a book that I've made a podcast about before, so I took a ton of time and actually, you know, probably forty hours really digesting the book.
然后我还重读了重点内容。
Then I've reread the highlights.
但即便如此，我再去重读这本书时，还是觉得它很惊人。
And yet I'll go and reread the book and it's amazing.
如果你一年、两年或五年没读这本书，你也可以这样做。
If I hadn't read the book in a year or two years or five years, you could do this.
回去拿起一本你喜欢的书，重看你喜欢的电影，或者听一集你两三年没听、没看、没读过的播客。
Go back and pick up a book that you loved, rewatch a movie that you loved, listen to a podcast episode that you haven't heard or read or watched or listened to in, let's say, two, three years.
你会惊讶于自己忘了多少。
You will be shocked at how much you forget.
我们忘了自己会忘记。
We forget that we forget.
所以这部分最重要的一点，也是你要学到的核心，就是搞清楚你真正在卖什么。
So the most important thing to know from this section, the most important thing to learn from this section, figure out what you are really selling.
一旦你弄明白了，就要确保你有一个标题或者一种简洁的方式来描述它。
And once you figure that out, make sure that you have a headline or a way to describe it succinctly.
而这个描述应该回答一个问题。
And that description should answer.
为什么客户、员工、你要招的人、你要融资的投资人，他们为什么要在乎？
Why does the customer, why does the employee, why does the person you're recruiting, why does the investor that you're raising money from, why should they care?
通过购买或同意你卖的东西，他们的未来会变得更好吗？
How will their future be better by buying or agreeing to what you are selling?
然后一旦你做到了，你就要在对话、营销材料、演示文稿、幻灯片、宣传册、新闻稿和网站上不断重复这个标题。
And then once you do that, you consistently repeat that headline in your conversations, in your marketing materials, in your presentations, in your slides, in your brochures, in your press releases, and on your website.
接下来我想谈的第二件事是，史蒂夫实际上是怎么做他的演示的。
So the second thing that I want to talk to about is how Steve actually made his presentations.
他做的第一件事就是用手写的方式来规划他的演讲。
And the first thing he did was that he planned his presentations in analog.
在打开Keynote或使用任何软件之前，他会先用笔和纸，而且他喜欢在白板上画出他的想法。
He would use pen and paper before opening Keynote and using any kind of software, and he'd love drawing out his thinking on the whiteboard.
实际上，我在读这本书的时候，跟我的朋友Rick Gerson提到了这本书，书里出现的一些内容，在上周那本叫《Insanely Simple》的书里也有，还有另一本叫《Creative Selection》的书，讲的都是那些和史蒂夫·乔布斯工作非常密切的人描述他是如何工作的。
In fact, I was telling my friend Rick Gerson about this book as I was reading it, and something that pops up in this book popped up in the book from last week, which is called Insanely Simple, and then another book called Creative Selection, which is all about people that worked very close to Steve Jobs describing how he worked.
他会把自己当作幻灯片，会在谈话中突然跳起来去白板上画，这个想法一次又一次地出现。
And this idea that he would act as his own slideshow, that he would jump up from a conversation to the whiteboard appears over and over again.
所以我跟我的朋友Rick说了这件事，他说，哦，真有趣。
And so I was telling my friend Rick about this, and he's like, oh, that's funny.
那是……
That's...
我见到他的时候，他也做了完全一样的事情。
He did the exact same thing when I met him.
然后Rick给我讲了这个故事。
And Rick told me the story.
他去见史蒂夫·乔布斯的时候，乔布斯当时刚在经营皮克斯。
When he went to meet Steve Jobs, this is when Steve Jobs was just running Pixar.
他们当时在考虑投资皮克斯。
They were thinking about making an investment in Pixar.
然后谈话很快就转到了白板上，史蒂夫基本上就在上面画了一个中心辐射型的模型。
And so the conversation quickly went to the whiteboard and then Steve just essentially built this hub and spoke model.
他讲的是，就像迪士尼那样，你可以从一部电影衍生出各种不同的业务。
And he was talking about all the different businesses that you could launch off of a single movie, just like Disney did.
比如你可以做周边商品，可以搞主题公园，还可以拓展到其他媒体形式。
So you have merchandise, you could do theme parks, you could branch into other forms of media.
史蒂夫想解释这个观点的方式，就是在白板上画出来。
And the way Steve wanted to explain this point was to draw on the whiteboard.
书中描述史蒂夫组织演讲的方式，又是一个三点式的清单。
And so the way the book describes how Steve structured his presentations is another three point list.
列出你想让听众记住的要点。
Create a list of points you want your audience to remember.
把那个列表整理一下，直到只剩下三个要点。
Organize that list until you are left with only three main points.
每个要点下面再加上故事、容易记住的事实、比喻和社会证明。
And under each point add stories, easy to remember facts, metaphors, and social proof.
你会发现，乔布斯不只是在新品发布会上这么做。
And you'd see that Steve did this not just in product presentation.
想想他最著名的那次演讲，就是他在斯坦福的毕业典礼演讲，那个演讲的结构其实特别简单。
Think about his most famous speech ever, the commencement address he gave at Stanford, and the actual structure of that speech is dead simple.
有开场，有三个故事，然后有结尾。
So it has an opening, it has three stories, and then it has a conclusion.
如果你回头去看，我听过也看过那个演讲很多次，但你真的可以去看看他在讲第一个、第二个、第三个要点时的过渡。
And if you go back and I've listened to and watched that speech, I forgot how many times, but you can actually go and see his transitions as he gets to his first, second, and third point.
我是从演讲稿里摘出来的。
I pulled them out of the transcript.
他说，第一个故事是关于串联起生命中的点滴。
So it says, the first story is about connecting the dots.
然后他用故事来填充这个点。
Then he fills that in with the story.
然后他说，我的第二个故事是关于爱与失去。
Then he goes, my second story is about love and loss.
然后他再填充内容。
Then he fills that in.
然后他说，我的第三个故事是关于死亡。
Then he goes, my third story is about death.
但想想看。
But think about that.
这些都是非常简单直接的语言。
These are very simple direct language.
我的第一个故事是关于串联点滴。
My first story is about connecting the dots.
我的第二个故事是关于爱与失去。
My second story is about love and loss.
我的第三个故事是关于死亡的。
My third story is about death.
作者在书中说，他确实认为“三的法则”是沟通中最强大的概念之一。
The author states in the book that he does believe that the rule of three is one of the most powerful concepts in communication.
原因是人类的短期记忆只能容纳很少的信息。
And the reason is because humans can only hold a tiny amount of information in their short term memory.
所以你可能讲了半个小时，但你的听众只会记住几件事。
So you might talk for thirty minutes, and the people you're speaking to, your audience, they're only going to remember a handful of things.
人们往往记住格言或警句，然后他们能记住故事。
People tend to remember maxims or aphorisms, and then they can remember stories.
事实上，我一直很喜欢的一句话，我在播客里提过很多次，它其实来自红杉资本的创始人唐·瓦伦丁。
In fact, one of my favorite all time quotes I think about all the time, I've mentioned on the podcast, I don't know, a ton of times, it actually comes from the founder of Sequoia Capital, Don Valentine.
他说，讲故事的艺术至关重要。
And he says, The art of storytelling is critically important.
大多数来找我们的创业者都不会讲故事。
Most of the entrepreneurs who come to us can't tell a story.
学会讲故事非常重要，因为钱就是这么来的。
Learning to tell a story is incredibly important because that's how the money works.
钱的流向取决于故事讲得怎么样。
The money flows as a function of the story.
所以书里采访了很多风险投资人，他们谈到了经常看到的那些糟糕的演示。
So in the book, they're interviewing a bunch of venture capitalists, and they talk about some of the bad presentations that they see all the time.
你会发现，很多糟糕演示的特点，恰恰是史蒂夫·乔布斯在做精彩演示时能够避免的。
And you see a lot of the characteristics that make a bad presentation are what Steve Jobs was able to avoid when he made great presentations.
其中一个问题就是，人们总想塞进太多信息。
And one thing is people try to stuff way too much information.
如果你真的去读乔布斯的演讲记录或者看他的演示，你会发现他并不会放太多信息，而且他的幻灯片上几乎没有什么文字。
If you actually read the transcript or watch Steve's presentations, he doesn't put too much information in the presentation, and his slides have almost no words on them.
这些投资人看到的两大问题就是，大多数演讲者塞了太多信息进去。
The two biggest problems that these investors see is that most presenters to squeeze way too much information in there.
书里有一句很棒的话：大多数做推销的人，都试图把两兆字节的数据塞进一个只能承载128千字节的管道里。
There's a great line in the book where it says most people giving a pitch try to squeeze two megabytes of data into a pipe that carries 128 kilobytes.
第二点，要从问题讲起。
And number two, start with the problem.
不要一开始就讲产品。
Do not start with the product.
大多数创业者一上来就直接讲产品。
Most of the entrepreneurs just jump right into the product.
他们忘了讲最关键的部分，也就是他们的产品解决了什么问题。
They forget to talk about the most important part, which is what problem their product solves.
要从问题讲起。
Start with the problem.
其实，我正好想到这个。
In fact, was thinking about this.
我回去翻了一下我关于埃德温·兰德的传记笔记和重点，他是史蒂夫·乔布斯的偶像。
I went back and looked through some of my notes and highlights for the biographies on Edwin Land, which was Steve Jobs' hero.
你会发现埃德温·兰德也是这么做的。
And you saw that Edwin Land did this as well.
我想读一段我读过的埃德温·兰德传记里的内容。
I want to read this paragraph from this biography of Edwin Land that I read.
书上说，埃德温·兰德用了点表演技巧。
It says, Edwin Land resorted to a bit of showbiz.
他特别擅长向别人解释自己的工作，而且非常有说服力。
He was strikingly good at explaining his work to people and powerfully persuasive.
这听起来像谁？
Who does that sound like?
特别擅长向别人解释自己的工作，而且非常有说服力。
Really good at explaining your work to people and powerly persuasive.
听起来就像埃德温·兰德和史蒂夫·乔布斯。
Sounds like Edwin Land and Steve Jobs.
当埃德温·兰德向美国光学公司推销偏光太阳镜时，他开发了偏光太阳镜的技术，他是在向太阳镜制造商推销他的产品。
When Edwin Land pitched polarizing sunglasses to American Optical, so he developed the technology for polarizing sunglasses, he is pitching his product to manufacturers of sunglasses.
而他是这样进行推销的。
And this is how he does his pitch.
所以当他向美国光学公司推销偏光太阳镜时，他可不是只带了几副样品就去了。
So when he pitches polarizing sunglasses to American Optical, he didn't just show up with a few samples.
他租了一间朝太阳的酒店房间，然后带了一碗金鱼，放在窗台上。
He rented a hotel room facing the sun and then brought a bowl of goldfish, which he then put on the windowsill.
那碗金鱼会把刺眼的光折射到房间里。
The bowl would refract glare into the room.
当美国光学的经理们到门口时，兰德假装为刺眼的光道歉，说：“你们可能连鱼都看不清。”
When the American Optical executives arrived at the door, Land mock apologized for the glare, saying, You probably can't even see the fish.
然后他递给每人一个偏光滤镜，也就是他想卖给他们的东西。
And then he handed each of them a polarizing filter, what he wants to sell them.
他们透过滤镜一看，能看到鱼了，生意就这么谈成了。
They look through the filter, they can see the fish, and he closed the deal.
所以，只要有机会，就讲个故事，做个演示，或者用张图片。
So when you can, a story, show a demo, and use a picture.
史蒂夫特别喜欢照片。
Steve loved photos.
有趣的是，如果你看他的幻灯片，上面有多少张是只有图片的。他们会放一张图片，如果有文字的话，也是非常简单明了的几个字。
And the interesting part of having if you look at his slides, how many just have images on there They would have an image and then if they had any words, it'd be very simple and clear words.
但只用图片的一个好处是，你不能……
But one of the benefits of having just photos is because you can't...
我们都经历过那种演讲，演讲者只是照着幻灯片念。
We've all been in presentations where they just read the slides.
那是最无聊的事情，对吧？
It's the most boring thing ever, right?
但如果只有一张图片，你就没法念幻灯片了。
But if you just have a picture, you can't read the slide.
他不能把幻灯片上的文字当作拐杖。
He can't use the words on the slide as a crutch.
所以结果就是，他必须清楚自己想传达的信息。
And so what happens is he had to know the message that he wanted to convey.
他必须把内容烂熟于心。
He had to have it down pat.
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结果就是，他是在跟观众讲话，而不是对着观众念稿子。
And the result of that is he was speaking to the audience instead of reading to audience.
史蒂夫特别擅长的一件事，就是给他用的任何数字都加上背景信息。
And so one thing that Steve was really great at was the ability to add context to any numbers that he used.
加上背景信息之后，数字就更容易记住，也更容易理解了。
By adding context, it actually makes it a lot more memorable and easy to understand.
他甚至在采访的对话里也会这么做。
So he would do this even in like conversations in an interview.
所以，在苹果公司早期，人们总是问我们，你知道，市场份额这么小……
So he would constantly in the early days of Apple, people constantly ask us, you know, has such a tiny...
他们特别在意市场份额。
They were obsessed with market share.
比如，为什么苹果的市场份额这么小？
Like, why is Apple's market share so tiny?
那时候，苹果在个人电脑市场的份额大概只有5%。
And at the time, they had like 5% of market share in personal computers.
而5%听起来确实非常非常小。
And 5% sounds really, really small.
所以史蒂夫的天才之处就在于，他会把那些可能对自己或公司不利的事情，比如“你们只有5%的市场份额”，重新包装，加上背景信息，讲给任何读采访或听他说话的人听。
So part of Steve's genius was taking something that maybe looked poorly on behalf of himself or his company, like, you only have 5% market share, and reframing and adding context to anybody that was reading the interviewer or listening to him.
他说，我们的市场份额比汽车行业的宝马或奔驰还要大。
He says, Our market share is greater than BMW or Mercedes in the car industry.
然而没有人会因为它们的市场份额而认为它们处于巨大的劣势。
And yet no one thinks they're at a tremendous disadvantage because of their market share.
事实上，它们都是非常受欢迎的产品和品牌。
As a matter of fact, they're both highly desirable products and brands.
他拿一个数字，然后把它和具体的东西联系起来。
He takes a number and actually ties it to something.
天哪，我在路上看到很多宝马车。
Boy, I see a lot of BMWs on the road.
我看到很多奔驰车。
I see a lot of Mercedes.
我知道它们。
I know about them.
它们很有声望，也很豪华。
They're prestigious, they're luxurious.
所以5%其实并不算差。
So 5% isn't actually that bad.
只要有可能，他就会把这些对我们来说很难理解的大数字，转化成更容易理解的表达方式。
When possible, he would take these giant numbers that are actually kind of hard for us to wrap our heads around and actually put it into more easy to understand terms.
我举个例子。
So let me give you an example.
在初代iPhone发布200天后，他又做了一次演讲，他走上台宣布：在过去的200天里，我们卖出了400万部iPhone。
Two hundred days after the release of the original iPhone, he gives another presentation, and he goes on stage and he announces, Hey, in the last two hundred days, we have sold 4,000,000 iPhones.
他本来可以就此打住。
So he could have left it there.
就像，好吧，400万，那是个大数字。
It's like, Okay, 4,000,000, that's a big number.
但他实际上补充了背景信息，这让它更容易被记住。
But he actually added context and it makes it a lot more memorable.
所以他说，400万除以200天，意味着我们每天卖出了2万部iPhone。
So he says, well, 4,000,000 divided by two hundred days means that we sold 20,000 iPhones a day.
我觉得这之所以重要，是因为我们都知道数字听起来是什么样，但很难真正理解它们。
I think the reason this is so important is because we all know what numbers sound like, but we have a hard time actually comprehending them.
我记得我读过这本书。
So I remember reading this book.
这是我最喜欢的书之一。
It's one of my favorite books.
这是第292集。
It's episode two ninety two.
这本书讲的是丹尼尔·路德维希，在1980年代，他是世界上最富有的人，但没人知道他是谁，或者说美国最富有的人。
It's about Daniel Ludwig, which in the 1980s, he was the richest man in the world and no one knew who he was, or richest man in America.
所以他的传记叫做《隐形亿万富翁》。
And so his biography is called The Invisible Billionaire.
但我记得在书的最开头，作者想让大家直观感受丹尼尔·路德维希到底有多有钱。
But I remember at the very beginning of the book, the author is trying to put in context just how rich Daniel Ludwig was.
他这么一比喻，数字就变得特别好记，好到我都过了一两年了还在跟你讲这件事。
And in doing so, he made the numbers way more memorable, so much so that I'm telling you about it a year or two later.
他说，如果你把一百万美元换成一百美元的钞票，叠起来大概有16英寸高。
And he made the point that if you took a million dollars in $100 bills and stacked them up, that stack would be 16 inches high.
但如果你有十亿美元，同样用一百美元的钞票叠起来，那高度比帝国大厦还要高。
But if you did that for a billion dollars, so if you had a billion dollars in $100 bills and you put it in a stack, that stack would be taller than the Empire State Building.
一百万美元只有16英寸高。
A million dollars is 16 inches high.
十亿美元却比帝国大厦还高。
A billion dollars is taller than the Empire State Building.
这就是百万和十亿之间差距的最好说明。
That is a great illustration of the difference between a million and a billion.
时间上你也可以这么类比。
You can do this with time too.
一百万秒前，也就是十一天半以前。
So a million seconds ago was eleven and a half days ago.
十亿秒前，也就是三十一年前。
A billion seconds ago was thirty one years ago.
史蒂夫还用了另一种方法让内容更让人印象深刻，而且这个方法我之前也提到过，就是他会用一些不常见的词，尤其是在商业演示中你通常不会看到的那些词。
Steve used another tactic to be more memorable as well, and he has this is something I referenced earlier where he uses these uncommon words, especially uncommon words that you don't normally see in business presentations.
但不常见不等于复杂。
And uncommon doesn't mean complex.
比如，回想一下他在1998年iMac发布会上的表现，他用“糟糕”、“难看”这样的词，还用“尖叫”来形容它的速度有多快。
Like if you think about, go back to the his 1998 iMac presentation, using words like crummy and ugly and it screams to describe how fast it is.
史蒂夫用这种方法的例子有很多。
There's many examples of Steve using this tactic.
他有一次说，他把屏幕上的按钮做得太漂亮了，你会忍不住想舔它们。
He said one time that he made the buttons on the screen look so good that you'll want to lick them.
他说每个人都想要一台MacBook Pro，因为那电脑实在太酷了。
He said that everybody wants a MacBook Pro because they are so bitching.
他经常会谈到自己有多爱自己的产品。
He would routinely talk about his own love for his products.
我很喜欢iPad发布会的结尾，那个行动号召。
I love the ending, the call to action for the iPad presentation.
他说：“我们希望你们和我们一样喜欢iPad。”
He says, We hope you love the iPad as much as we do.
书里有一句话，我觉得你和我都会觉得很有共鸣，因为想想你参加过的各种会议，或者你接触过的商业演讲。
And there's a sentence in the book that I think will ring true to you and I, because think about all the different meetings you've had in or business presentations you've been exposed to.
那句话是：“大多数商业沟通者忽略了，观众既想获得信息，也想得到娱乐。”
And it says, Most business communicators lose sight of the fact that their audiences want to be informed and entertained.
而要做到这一点，不需要用术语，只需要简单、让人记得住的词。
And you do that with no jargon, just simple memorable words.
想想本·富兰克林，想想查理·芒格，想想大卫·奥格威。
Think about Ben Franklin, think about Charlie Munger, think about David Ogilvy.
这些人都是这方面的大师。
These are the people that are masters at this.
其实，我在想这部分内容的时候，特意回YouTube上看了好多查理·芒格在伯克希尔年会上的妙语连珠。
In fact, I went back when I was thinking about the section, went back on YouTube and was just watching a bunch of, like, Charlie Munger zingers at the Berkshire annual meeting.
我注意到，每次查理说完话，观众都会笑。
And I took note of the part where after Charlie says what he says, the audience laughs.
再说一次，大多数商业沟通者都忘了，观众既想获取信息，也想得到娱乐。
Again, most business communicators lose sight of the fact that their audience wants to be informed and entertained.
我想挑几个让我发笑的例子，因为我确实觉得查理·芒格在这方面很厉害。
I just want to pull out a couple ones that made me laugh, because I do think Charlie Munger was great at this.
然后沃伦对查理说：大家好像都没明白这一点。
And so Warren says to Charlie, People don't seem to get that point.
你知道为什么吗？
Do you have any idea why?
查理就说：沃伦，要不是人们经常犯错，我们也不会这么有钱。
And Charlie says, Warren, if people weren't so often wrong, we wouldn't be so rich.
当然，观众又是一阵笑声。
And of course, the audience laughs.
而且，我还是会遵循“三”这个原则，因为这本书就是这么讲的，对吧？
And again, I'm gonna adhere to the rule of three because that's what this book preaches, right?
那么，这是第二个例子。
So here's the second one.
能力是一个相对的概念。
Competency is a relative concept.
我要想出头，就得跟笨蛋竞争。
What I needed to get ahead was to compete against idiots.
幸运的是，笨蛋多的是。
And luckily, there's a large supply.
又是笑声一片。
Again, laughter.
第三点：人人都想要财政美德，但不是现在。
Number three: Everybody wants fiscal virtue, but not quite yet.
他们就像那个愿意戒色的人，但不是现在。
They're like the guy who's willing to give up sex, but not quite yet.
又是笑声。
And again, laughter.
你听过多少商业演讲会提到某人的性生活？
How many business presentations have you heard of that mention somebody's sex life?
这些词在商业演讲中不常见，正因为如此才让人印象深刻。
These are uncommon words in business presentations, and that's what makes them memorable.
这让他们显得有人情味。
That makes them human.
所以史蒂夫会用一些词，你想想他在演讲和推销时用的那些形容词，他会用像“惊人”、“超级棒”、“华丽”、“难以置信”这样的词。
So Steve would use words, you think about all the adjectives that he used in his presentations and his sales pitches, he'd use words like amazing, insanely great, gorgeous, incredible.
他平时说话也是那个样子。
He also spoke that way in normal conversation.
所以尽管他每次演讲前都反复排练、反复练习，这个我们待会儿会讲到，但听起来还是他本人。
So even though he rehearsed and rehearsed and practiced, which we'll get to in a minute, over and over again every single presentation, it still sounded like him.
史蒂夫在很多演讲中还喜欢用社会认同。
Another thing that Steve used in a bunch of his presentations is he loved using social proof.
他会确保自己读到这些内容，还会在屏幕上展示，并且也会朗读那些推荐信。
He would make sure he would read, he'd show it on the screen, and he'd also read testimonials.
他想确保每个人都知道，其他人也很喜欢他的产品。
He wanted to make sure that everyone knew that other people also loved his products.
在《穷查理宝典》这本书里，查理·芒格反复强调社会认同的重要性。
In the book Poor Charlie's Almanack, Charlie Munger speaks about the importance of social proof over and over again.
我想读几句我觉得能说明史蒂夫为什么这么做的话。
I just want to read a few sentences that I think illustrate why Steve was doing this.
心理学家用“社会认同”这个词。
Psychologists use the term social proof.
我们都会下意识地，也在一定程度上自觉地，受到别人行为和认可的影响。
We are all influenced subconsciously and to some extent, consciously by what we see others do and approve.
所以，如果大家都在买某样东西，我们就会觉得它更好。
Therefore, if everybody's buying something, we think it's better.
我们不想成为那个不合群的人。
We don't like to be the one guy who's out of step.
社会认同现象，这直接来自心理学，给规模化带来了巨大的优势。
The social proof phenomenon, which comes right out of psychology, gives huge advantages to scale.
查理·芒格是我听过的第一个解释为什么规模化有如此巨大优势的人，他在《穷查理宝典》里专门有一整节讲这个。
And Charlie Munger was the first person I've ever heard describe why that's actually he has this entire section on Portraitize Almanack about the ungodly important advantages of scale.
他的核心观点就是，社会认同带来更多销售，销售带来更好的分销，这加速了赢家通吃或赢家拿走大部分的飞轮效应，进而带来更专业化的分工，最终带来更大的规模。
And his whole point was like, well, social proof leads to more sales, which leads to better distribution, which accelerates the winner take all or winner take most flywheel, which leads to ever greater specialization, which leads to more scale.
如果你还没读过这本书，我想你应该有一本去年刚出的新版《穷查理宝典》。
If you haven't read it, I assume you have a copy of the new version of Poor Charlie's Almanack, just came out last year.
如果有的话，那一节在第91页。
If you do, that section's on page 91.
你也可以听我做的关于这本书的那期节目。
You can also listen to the episode I made on it.
那是第329期。
It's episode three twenty nine.
我在节目里详细讲过这个。
I talk about it in the episodes.
我觉得这一点非常重要。
I think it's a really important point.
而且这对史蒂夫来说绝对非常重要，因为书里多次提到，在史蒂夫的演讲中，朗读好评是一个非常常见的技巧。
And it was definitely really important to Steve because multiple times throughout the book, it talks about the fact that reading favorable reviews was a very common technique in Steve's presentations.
然后我想在这一部分里指出的最后一点，关于史蒂夫·乔布斯如何做演讲的，就是练习的重要性。
And then the final point I want to pull out in this section two of how Steve Jobs made his presentations was the importance of practice.
所以公众赞扬的是人们在私下里练习的东西。
So the public praises people for what they practice in private.
根据这本书里的数据，一位出色的演讲者，最好的演讲者，最好的公众演说家，实际上会为每一小时的上台时间练习九十小时。
A great presenter, based on the stats in this book, the best presenters, the best public speakers, will actually practice ninety hours for every one hour they need to be on stage.
九十比一的练习与表演比例。
A ninety:one practice to performance ratio.
史蒂夫也是这样做的。
Steve did this as well.
而且，正如我们已经从读过的所有书和做过的播客中了解到的，他当然也参与了演讲的每一个细节。
He was also, as we already know from all the books we've read and the podcasts we've made on him, he was involved, of course, in every detail of the presentation.
这正是他让一切看起来毫不费力的原因。
And that's exactly how he made it look effortless.
要让事情看起来轻松，其实需要付出很多努力。
It takes a lot of effort to make something look effortless.
很少有演讲者会比史蒂夫·乔布斯排练得更勤。
And there were very few speakers that would rehearse more than Steve Jobs would.
书里有个特别好笑的故事，他有一次因为练习演讲，迟到了四个小时才去参加一个采访。
In fact, there's a hilarious story in the book where he arrives four hours late to an interview one time because he was practicing his presentation.
这本书里还引用了另一本书，叫《史蒂夫·乔布斯的第二次降临》。
And in this book, they quote another book called The Second Coming of Steve Jobs.
那本书我也有，但还没读。
I also have that book, but I haven't read it yet.
书里说，每一张幻灯片都写得像诗一样。
And it says, Every slide was written like a piece of poetry.
我们在大多数人认为的细节上花了很多时间。
We spent hours on what most people would consider low level detail.
史蒂夫会为每一次演讲煞费苦心。
Steve would labor over every presentation.
再说一次，营销就是一场表演，所以要好好练习你的演讲。
Again, marketing is theater, so practice your presentations.
第三点，要有一种救世主般的使命感。
And number three, develop a messianic sense of purpose.
史蒂夫是个布道者。
Steve was an evangelist.
他怀着一股救世主般的热情，致力于为客户创造全新的体验。
He was driven by this messianic zeal to create new experiences for his customers.
他显然对为他人打造工具充满热情。
He was clearly passionate about building tools for other people.
史蒂夫一生致力于创造科技，让别人的生活变得更好。
Steve dedicated his life to building technology that made other people's lives better.
我见过对科技最好的定义，其实是在彼得·蒂尔的书《从0到1》里，他说，从本质上讲，任何新的、更好的做事方式都是科技。
The greatest definition of technology I've ever come across was actually in Peter Thiel's book, Serra to One, where Peter says, Properly understood any new and better way of doing things is technology.
史蒂夫真心相信，他创造的产品是为客户提供了一种新的、更好的做事方式。
Steve truly believed, with all of his soul, that the products that he created was a new and better way of doing something for his customers.
所以我想用书里的建议来解释这一点。
And so the way that I want to explain this point is I want to take advice that's in the book.
我想用一个演示来说明。
I want to use a demo.
我收集了史蒂夫的一些名言，这些都是他那种传教士般使命感的表现。
I went and collected a bunch of quotes from Steve, and all of these are demos to what a messianic sense of purpose sounds like.
这就是传教士般使命感听起来的样子。
This is what a messianic sense of purpose sounds like.
我们想改变全世界人们使用电脑的方式。
What we want to do is to change the way people use computers in the world.
我们有一些惊人的想法，将彻底改变人们使用电脑的方式。
We've got some incredible ideas that will revolutionize the way people use computers.
苹果将成为世界上最重要的电脑公司。
Apple is going to be the most important computer company in the world.
这是第一个例子。
That was example number one.
第二个例子，听听这种救世主般的使命感是什么感觉。
Example number two of what messianic sense of purpose sounds like.
我觉得，买苹果电脑的人，多少得有点与众不同。
I think you always had to be a little different to buy an Apple computer.
我觉得买苹果电脑的人，都是这个世界上的创意灵魂。
I think the people who buy them are the creative spirits in this world.
他们不只是为了完成工作。
They are people who are not just out to get a job done.
他们是要改变世界。
They're out to change the world.
我们就是为这些人打造工具的。
We make tools for these kinds of people.
我们就是要为这些人服务。
We are going to serve these people.
很多时候，人们觉得他们疯了。
A lot of times, people think that they're crazy.
但在那种疯狂中，我们看到了天才。
But in that craziness, we see genius.
而我们就是为这些人打造工具的。
And those are the people we're making tools for.
第三个关于弥赛亚式使命感听起来是什么样的例子，来自李·克劳，他和史蒂夫·乔布斯做了三十年朋友。
The third example of what Messianic sense of purpose sounds like comes from Lee Clough, who was friends with Steve Jobs for thirty years.
我在上周的节目里提到过他，因为他制作了很多最棒的苹果广告，这是他对史蒂夫的评价。
I talked about him in last week's episode because he made many of the greatest Apple ads, and this is what he said about Steve.
从史蒂夫小时候起，他就认为自己的产品能改变世界。
From the time he was a kid, Steve thought his products could change the world.
这是理解他的关键。
That's the key to understanding him.
他的魅力源于一个宏大却极其简单的愿景——让世界变得更美好。
His charisma was a result of a grand but strikingly simple vision to make the world a better place.
李描述史蒂夫的那些话，以及史蒂夫自己所说的，都表明他对所做的事情充满热情。
What Lee is describing Steve and what Steve's own words described him, it was that his passion for what he was doing.
热情是会传染的。
Passion is infectious.
你对自己所做的事情的信念和热情，真的可以传递给另一个人。
The belief and passion you have in what you're doing can literally be transferred to another human being.
我想起我最喜欢的一个描述，这实际上来自菲尔·奈特的自传《鞋狗》。
I think of one of my favorite descriptions of this actually comes from Phil Knight's autobiography Shoe Dog.
直到菲尔转向他真正热爱、真正相信的事情，他才找到了某种成功。
It wasn't until Phil switched to something he was truly passionate about, something he truly believed in, that he found any kind of success.
所以我打算从他的精彩自传中读几句话。
So I'm just going read a few sentences from his fantastic autobiography.
他说，我的销售策略很简单，而且我觉得相当高明。
He says, My sales strategy was simple and I thought rather brilliant.
我开车跑遍太平洋西北地区的各个田径比赛。
I drove all over the Pacific Northwest to various track meets.
所以在创办耐克之前，菲尔·奈特是练田径的。
So before he started Nike, Phil Knight ran track.
他非常热爱跑步。
He had a deep love of running.
他简直可以说，他真的相信如果人们……
So much so that he literally said, he really believed that if people...
如果他能说服大家每天出去跑几英里，世界会变得更美好。
If he could convince people to get out and run a few miles every day, that the world would be a better place.
那我们回到刚才那段。
So let's go back to this.
我开车跑遍太平洋西北地区，去参加各种田径比赛。
I drove all over the Pacific Northwest to various track meets.
在比赛间隙，我会和教练、选手、粉丝聊天，给他们看我的鞋。
Between races, I would chat up the coaches, the runners, the fans, and I'd show them my shoes.
大家的反应都一样：我写订单都写不过来。
The response was always the same: I couldn't write orders fast enough.
开车回波特兰的路上，我一直在琢磨自己怎么突然就卖得这么好了。
Driving back to Portland, I would puzzle over my sudden success at selling.
我之前……
I'd been...
他就要开始列举自己以前卖东西失败的各种经历了。
He's just gonna start listing all the ways he failed at selling beforehand.
我们俩聊的重点是什么？
What the point of what you and I are talking about?
怎么像史蒂夫·乔布斯那样销售。
How to sell like Steve Jobs.
史蒂夫·乔布斯是个销售大师。
Steve Jobs was a master salesman.
菲尔·奈特也是个销售大师。
Phil Knight was a master salesman.
我以前连百科全书都卖不出去。
I had been unable to sell encyclopedias.
而且我特别讨厌那份工作。
And I despised it.
卖共同基金的时候稍微好一点，但我内心感觉像死了一样。
I had been slightly better at selling mutual funds, but I felt dead inside.
那为什么卖鞋就这么不一样呢？
So why was selling shoes so different?
因为我意识到我并不是在卖东西。
Because I realized I wasn't selling.
我真心相信跑步这件事。
I believed in running.
我明白了，信念。
Belief, I decided.
信念是无法抗拒的。
Belief is irresistible.
热情会传染，信念让人无法抗拒。
Passion is infectious and belief is irresistible.
我想告诉你的核心是，你得找到自己最有热情的事情。
The main point that I'm trying to tell you is you need to identify what you are most passionate about.
一旦找到了，就把这份热情分享给你的听众。
And then once you do, share that enthusiasm with your listeners.
无论是客户、新人还是投资者，你都能用你的热情和信念感染他们。
Whether it's a customer, a recruit, an investor, you can inject them with your passion and belief.
这本书里有个故事。
There's a story in this book.
史蒂夫正和《新闻周刊》的一位记者坐在一起。
Steve is sitting with a reporter from Newsweek.
他在给她预览那个“Think Different”广告，就是“向那些疯狂的人致敬”的那个，可能是最有名的……
He is previewing that Think Different ad, the Here's to the Crazy One ad, probably the most famous...
可以说是苹果最著名的广告。
Arguably the most famous Apple ad.
他正在向这位《新闻周刊》的记者展示这个广告，当时还没公开。
And so he's showing it to her, this reporter from Newsweek, before it was public.
那位记者说，史蒂夫在看广告的时候哭了。
And the reporter said that Steve started crying as he watched it.
她当时是这么说的。
And this is what she said.
那不是装出来的。
It wasn't fake.
他真的为那个傻广告哭了。
He was really crying over that stupid ad.
然后她接下来说的话……
And then her next statement...
她管那个广告叫傻广告。
She called it a stupid ad.
她接下来说的那句话，正是我喜欢史蒂夫的地方。
And her next statement, that's what I loved about Steve.
为什么有那么多糟糕的演讲，为什么很多人的销售能力远不如他们本可以做到的，原因之一就是很少有人真正对自己讲的内容表现出热情。
One of the reasons there's so many bad presentations, one of the reasons that so many people are worse at sales than they could be, is because few people actually express excitement about what they're speaking about.
我敢保证，菲尔·奈特在推销百科全书和共同基金的时候，可没那么兴奋。
I guarantee you Phil Knight's sales pitch for encyclopedias and mutual funds did not have him excited.
但他推销跑步和跑鞋的时候，可是充满激情。
But his sales pitch about running and running shoes did.
所以，如果你发现自己正处于职业生涯中卖百科全书或共同基金的阶段，还没找到怎么转到跑步和跑鞋那部分，我非常喜欢大卫·奥格威的这条建议。
And so if you find yourself in the encyclopedia or the mutual fund part of your career and you have not yet figured out how to get to the running and the running shoe part of your career, I love this piece of advice from David Ogilvy.
他说，我敬佩那些充满热情工作的人。
He says, I admire people who work with gusto.
如果你不喜欢你现在做的事，我求你去换个工作。
If you don't enjoy what you're doing, I beg you to find another job.
记住苏格兰那句谚语：活着的时候要开心，因为死后要躺很久。
Remember the Scottish proverb, be happy while you're living, for you're a long time dead.
史蒂夫·乔布斯和菲尔·奈特都知道自己在卖什么，也知道怎么卖，而且他们都对自己卖的东西有一种近乎传教士般的使命感。
Both Steve Jobs and Phil Knight knew what they were selling, they knew how to sell, and they both developed a messianic sense of purpose about what they were selling.
我觉得这一段，这三十秒乔布斯即兴谈论自己毕生工作的片段，完美总结了我们今天聊的所有内容。他是这么说的。
And I think this one paragraph, this thirty second clip of Steve Jobs speaking extemporaneously about his life's work is the perfect summary of everything that you and I have been talking about today, and this is what he said.
我觉得真正让我们区别于高等灵长类动物的一个特点，就是我们能制造工具。
I think one of the things that really separates us from the high primates is that we're tool builders.
我读过一项研究，它测量了地球上各种物种的移动效率。
I read a study that measured the efficiency of locomotion for various species on the planet.
秃鹫移动一公里消耗的能量最少，而人类的表现相当一般，排在大约三分之一的位置。
The condor used the least energy to move a kilometer, and humans came in with a rather unimpressive showing about a third of the way down the list.
作为万物之灵，这个成绩可不太光彩。
It was not too proud of a showing for the crown of creation.
所以这看起来不太好，但后来《科学美国人》的某个人灵机一动，测试了一个人骑自行车时的移动效率。
So that didn't look so good, but then somebody at Scientific American had the insight to test the efficiency of locomotion for a man on a bicycle.
结果，骑自行车的人，也就是人类骑自行车，完全把秃鹫甩在了后面，直接登顶榜首。
And a man on a bicycle, a human on a bicycle, blew the condor away completely off the top of the charts.
对我来说，电脑就是这样的存在。
And that is what a computer is to me.
电脑对我来说，是我们发明过的最了不起的工具。
What a computer is to me is the most remarkable tool that we have ever come up with.
它就像是我们大脑的自行车。
It's the equivalent of a bicycle for our mind.
关于完整的故事，我就讲到这里。
And that is where I'll leave it for the full story.
推荐买这本书。
Recommend buying the book.
如果你通过节目笔记里的链接买书，你同时也在支持这个播客。
If you buy the book using the link that's in the show notes, you'll be supporting the podcast at the same time.
现在已经读完三百五十本书了，还剩一千本，我们很快再聊。
That is three fifty books down, 1,000 to go, and I'll talk to you again soon.
在上一集关于史蒂夫·乔布斯的结尾，我讲了一个关于我正在制作的两款产品和服务的的故事，我相信它们会让你的生活变得更好，然后我会告诉你为什么。
At the end of the last episode on Steve Jobs, told a story about two products and services that I'm making that I believe will make your life better and then I tell you why.
我现在为你重播那段内容，因为根据你刚才听到的，你会看到我是如何运用乔布斯在展示和销售方面的一些想法的。
I'm going to replay that now for you because you'll be able to see, given on what you just heard, how I applied some of Steve Jobs' ideas on presenting and selling.
你会看到每个产品都有一个清晰的核心理念，明确说明你为什么应该关注，以及这个产品能为你做什么。
You will see that each product has a single idea expressed clearly that describes exactly why you should care, that describes what the product does for you.
所以对于Founders活动来说，非常简单直接。
So for Founders events, it's very straightforward.
来参加Founders活动，就是为了和其他高价值的人建立关系。
Come to a Founders event to build relationships with other high value people.
Founders Notes的核心卖点表达得很清楚，你还会看到它甚至用了一些社会证明。
The single idea expressed clearly for Founders Notes you will see that it even used some social proof.
就在标题里。
It's in the headline.
上面写着，查理·芒格说过，从历史中学习是一种杠杆。
It says, Charlie Munger said learning from history is a form of leverage.
Founders Notes让你随时都能拥有这种超能力。
Founders Notes gives you the superpower to do this on demand.
你还会听到，因为我对这些东西了如指掌，我每天都在实践，所以我不需要照着稿子念。
You will also hear, because I'm up to my eyeballs on this stuff, the fact that I live this stuff, that I don't need to read from a script.
我每天都在思考这些。
I think about this every day.
我每天都在练习。
I practice it every day.
所以我也能像史蒂夫·乔布斯那样谈论它。
And then therefore I can speak about it just like Steve Jobs.
我可以发自内心地、带着一种传教士般的使命感去讲。
I could speak about it from the heart and with a messianic sense of purpose.
那么，现在开始吧。
So here it goes.
在你们离开之前，我只有两件小事要告诉你们。
I have just two quick things to tell you about before you go.
第一，我要再办一次创始人大会。
Number one, I am hosting another Founders Conference.
这次是在7月29号到31号。
This one will be on July 29 through the thirty first.
地点在加州红杉林深处的一个私人场地。
It's in a private venue deep in the California Redwoods.
这个地方太美了。
This place is gorgeous.
它其实在加利福尼亚的斯科茨谷。
It is actually in Scotts Valley, California.
举办这种两天会议的想法，其实是听《Founders》的听众们启发我的。
And the idea to do these two day conferences was actually pulled out of me by people that listen to Founders.
这些年来，我收到最多的请求之一就是：大卫，你能介绍我认识其他听《Founders》的人吗？
So one of the most common requests that I've received over the years is this desire for can David, can you introduce me to other people that listen to Founders?
但我一直没采取行动，因为我不知道该怎么做。
And I didn't do anything with that information because I didn't know how to do it.
不过我觉得我找到了一个好办法，待会儿我会告诉你。
And I actually think I stumbled upon a great way to do it and I'll you about that in a minute.
但我当时在想……
But I was thinking about...
我刚把这一整集重新听了一遍。
I just listened to this entire episode back.
我刚刚也听了你听的那一集。
I did the same one that you just listened to.
如果你仔细想想，其中一个核心观点就是，你的目标应该是有一个清晰表达的核心想法。
And if you really think about one of the main ideas is like, hey, your goal really should be that you have a single idea that's expressed clearly.
我听过很多次这个观点，我重读了那部分，倒回去听了那部分，然后我想，好吧，这个清晰表达的核心想法到底是什么？
So I would heard that multiple times, I reread that part, rewound that part, and I thought about okay, what is this single idea expressed clearly?
为什么这些创始人会议、创始人活动需要存在？
Like why do these Founders conferences, these Founder events, why do they need to exist?
它们确实需要存在。
And they need to exist.
这些活动存在的北极星目标，就是帮助你与其他创始人、投资者、高管以及高价值的人建立关系。
And the reason the North Star that these events exist is to help you build relationships with other founders, investors, executives and high value people.
直到我有了这个想法之后，直到我举办了第一次创始人会议——那是三月份在奥斯汀举办的——我才意识到，哦，我无意中发现了什么。
And it wasn't until after I had this idea, it wasn't until after I did the first Founders Conference which was held back in March in Austin that I realized, oh, I accidentally stumbled.
我有了这个想法，那是对那个假设的一次测试，但我意识到，我实际上无意中发现了一个很好的方法，可以帮助别人快速与高价值的人建立关系。
I had this idea and that was you know a test of that hypothesis, but I realized like, actually stumbled on a great way to help other people build relationships with high value people and you do it really quickly.
这些活动的组织方式有几种，我觉得都是为了这个目标，对吧？
And there's a couple ways that these events are structured that I think serve this goal, right?
那个清晰表达的核心想法是什么？
What is that single idea expressed clearly?
我想帮助高价值的人互相建立关系。
I want to help high value people build relationships with each other.
所以我在三月份的活动上做的，也是我在7月29号到31号这次活动上要做的，就是把整个场地都包下来了。
And so what I did at the event back in March and I'm also doing at this event in July 29 to the thirty first is I ran out the entire venue.
这意味着，当你……
That means that when...
如果你参加的话，你在那里看到的每一个人，都是出于同样的原因……
If you attend, every single person you see there is for the same reason...
他们都是为了同样的原因，和你有同样的兴趣。
Is there for the same reason and has the same interest as you.
第二点，如果你刚才听到史蒂夫·乔布斯……
Number two, if you just heard what Steve Jobs...
史蒂夫·乔布斯的一个主要原则就是，尽量让它变得简单。
One of Steve Jobs main principles is like just make it his...
他最关心的事情之一就是尽可能让别人用起来方便。
One of his biggest concerns was making it as easy as possible for other people.
而我决定要做的是，让这些活动都包含所有服务，也就是说，如果你拿到……
And what I decided to do is like I wanna make these all inclusive which means that if you get your...
你只需要自己到场就行，剩下的我来搞定。
All you have to do is get yourself there, right, and I take care of the rest.
你的住宿、餐饮、参加活动的所有环节，全都安排好了。
Your lodging, your food, access to every single part of the event is all taken care of.
然后第三个最重要的点，我觉得在上次活动中帮助大家这么快建立关系的原因，就是这些活动是刻意控制规模的。
And then the third most important point that I think helped facilitated a lot of these relationships so quickly at the last event is these are intentionally smaller events.
这次活动在加利福尼亚州斯科茨谷，7月29号到31号，我非常鼓励你来参加，人数大概只有120到130人。
This event in Scotts Valley, California on July 29 to the thirty first that I highly encourage you to attend is only going be around 120 to 130 people.
而最终的结果是，我觉得我无意中发现了什么，因为上次活动直接带来的友谊、投资、交易、客户线索、合作关系以及其他机会，数量多得惊人。
And it is the end result why I think I stumbled onto something is because the amount of friendships, investments, deals, customer leads, partnerships and other opportunities that can't that have happened that came out as a result, a direct result of the last event is staggering.
说实话，我当时都震惊了。
I frankly was shocked by it.
这也让我觉得自己确实做对了，因为还是那句话，一个清晰表达出来的想法就够了。
And that leads me to believe that I'm onto something because again, the single idea expressed clearly.
这个活动存在的意义就是建立人际关系。
The reason this event exists is to build relationships.
所以就连活动的安排上，也留了很多自由时间让大家互相交流。
So even the way that the event is scheduled, there is a lot of unstructured time to talk to other attendees.
我会全程都在场。
I will be there the entire time.
还会有很多围绕特定主题的小型分组讨论。
There will be a lot of smaller breakout sessions around specific topics.
所以如果你来参加，并且想就你擅长的某个主题主持一场分组讨论，只要在申请后回复确认邮件就行，然后我的活动团队会处理其他所有事情。
So if you attend and you want to lead a breakout session around a topic that you happen to be an expert in, just reply back to your confirmation email after you apply and then my events team will handle the...
其他的都不用你操心。
Everything else.
这个活动是我和里克·伯纳姆还有保罗·布瑟一起办的。
I am doing this event in partnership with Rick Burnham and Paul Buser.
他们是SAGE的创始人，那是一家价值五亿美元的控股公司。
They're the Founders of SAGE, which is a $500,000,000 holding company.
其中有一个分组讨论会，会讲他们是怎么起步和搭建公司的。
And one of the breakout sessions will be about how they started and structured their company.
我是在播客上认识里克和保罗的，跟他们建立了关系。
I met Rick and Paul and built a relationship with them through the podcast.
他们是我播客的听众，然后我朋友帕特里克认识他们，就把他们介绍给了我。
They were listeners of the podcast and my friend Patrick knew them and introduced them to me.
除了经营公司，他们还办了一个播客，叫《投资的艺术》，他们也在那里教课。
And they also taught in addition to running this, they run a podcast called The Art of Investing.
他们经营控股公司，同时也在圣母大学教书，而且他们还请我去他们的《投资的艺术》课堂上讲过话。
They run their holding company but they also teach at Notre Dame and they actually invited me to speak at their Art of Investing class.
正是那段关系促成了这次合作，这也很好地说明了那个单一理念表达清楚的力量。
And that relationship led to this partnership which is a great illustration of again the single idea expressed clearly.
为什么会有这个活动？
Why does this exist?
这个活动的目的是帮助你与其他高价值的人建立关系，这会为你打开未来无法预料的机遇。
This exists to help you build relationships with other high value people and that opens up opportunities in future you can never possibly predict.
所以，要参加这个活动并与其他高价值的人建立关系，你首先需要去 founderspodcast.com/events 申请。
So to come to the event and to build relationships with other high value people, first thing you need to do is go to founderspodcast.com/events and apply.
第二件要告诉你的事情是另一个被挖掘出来的例子。
The second quick thing I have to tell you about is another example of something being pulled out of me.
你刚才听到的就是其中一个好处。
And one of the benefits of that you just heard.
让我来解释一下。
So let me let me explain.
多年来，人们都知道，因为我到处说，自2018年以来，我一直在整理我为这个播客做的所有研究。
So for years, people knew because I'd go around talking about the fact that since 2018, I have been cataloging all the research that I do for this podcast.
我把所有的笔记和重点都放在了一个叫 Readwise 的应用里。
And I was putting all of my notes and highlights in this app called Readwise.
我到处跟人说这个应用有多好，没有它我做不了这个播客。
I go around talking about how great it is, how I couldn't make the podcast without it.
你刚才听到我用了现在叫Founders Notes的东西。
You just heard me use what is now called Founders Notes.
所以去foundersnotes.com注册这个。
So foundersnotes.com to sign up for this.
但这其实是我自己的内部工具，用来整理历史上最伟大企业家的集体智慧，这样我就能随时调出来用。
But what this is is my own internal tool that I use to catalog the collective knowledge of history's greatest entrepreneurs so I can pull it up on demand.
你刚才听到我引用山姆·沃尔顿、迈克尔·莫里茨、沃尔特·迪士尼、赫布·凯莱赫、詹姆斯·戴森，还有过去史蒂夫·乔布斯播客里的其他想法，我都是通过搜索这个巨大的数据库做到的，里面包含我所有的笔记、高亮、转录稿，还有我内置在Founders Notes里的AI助手SAGE，它能帮你做所有的阅读和研究。
And you just heard that because when I'm quoting Sam Walton, when I'm quoting Michael Moritz, when I'm quoting Walt Disney, Herb Kelleher, James Dyson, all these other ideas from past Steve Jobs podcasts, I was doing that by searching this giant database that contains all my notes, all my highlights, all my transcripts, and now this AI assistant that will do all this reading and research for you called SAGE that I also built into Founders Notes.
我说这个想法是从我身上“逼”出来的，是因为这个产品是和Readwise合作开发的，这再次证明了人际关系的力量，因为我是在2018年通过Readwise的一位创始人Tristan给我发的邮件才知道这个应用的，他说，嘿，你显然读了很多书，你可能会觉得这个应用很有价值。
And the reason I say this was pulled out of me, this idea to build this product in partnership with Readwise, and again, this is the the power of relationships because I found out about Readwise because one of the founders, Tristan, sent me an email in 2018 and he's like, hey, you obviously read a lot, you might think this app is valuable.
在那之前我都不知道有这个东西。
I didn't know it existed until then.
然后直到五年后，我才和Tristan联系，给他发邮件说，我们其实有合作的机会，因为我一直收到这些邮件、私信和请求，问怎么才能访问你的这个巨大的第二大脑。
And then it wasn't until five years later that I then sent and I had talked to Tristan and I had sent Tristan emails like, there's actually opportunity for us to partner here because I keep getting these emails, these DMs, these requests that, hey, how can I have access to this giant second brain you have?
我觉得这可能是世界上最有价值的数据库，尤其是当你想要向历史上最伟大的企业家学习的时候。
I would argue it's the most valuable database in the world when it comes to learning from history's greatest entrepreneurs.
所以我最初跟Tristan提的想法是，嘿，我希望大家能看到我所看到的东西。
And so the initial idea I came to Tristan, was like, hey, I would like people to be able to see what I see.
从那以后，我们添加了更多功能，把它做得越来越好，现在这几乎成了我每天都会用的工具。
And then since then we've added so many more features and just made it so much better that this is now a tool that I use nearly every single day.
回到那个想法，就是乔布斯也很看重的那一点——我们需要一个清晰表达出来的单一想法。
And if we go back to that idea, the same idea that was important to Steve Jobs, hey we need a single idea expressed clearly.
这是我最喜欢的一句话之一。
One of my favorite lines that I've ever heard.
这就是为什么有那么多……
This is why there's so many...
我们研究过的那些人里，有非常多都痴迷于从历史中学习，他们职业生涯中读过几百本传记，因为他们明白查理·芒格说得非常精辟的那句话。
There's such a high amount of people that you and I study that were obsessed with learning from history, that had read hundreds of biographies throughout their career because they understood what Charlie Munger so eloquently said.
从历史中学习是一种杠杆。
That learning from history is a form of leverage.
从历史中学习是一种杠杆。
Learning from history is a form of leverage.
Founders Notes 让你能随时做到这一点，就像拥有了超能力。
Founders Notes gives you the superpower to do this on demand.
播客是学习历史的好工具，但它是推送给你的。
The podcast is a great tool to learn from history, but it is pushed to you.
Founders Notes 让你能掌控它。
Founders Notes gives you the ability to control it.
它让你能随时汲取历史上最伟大企业家的集体智慧，在需要的时候用上。
It gives you the ability to tap into that collective knowledge of history's greatest entrepreneurs and use it when you need it.
所以，搜索 Founders Notes 主要有两种方式。
And so there's two main ways that you can search Founders Notes.
一种是关键词搜索。
One is a keyword search.
如果你听了上一期我讲迈克尔·乔丹的节目，最后二十分钟就是我在回答一个问题：历史上最伟大的企业家是怎么看待招聘的？
If you listen to the last episode I just did on Michael Jordan, the last twenty minutes of that podcast is me going through because I was asked the question, how did history's greatest entrepreneurs think about hiring?
我就是在Founders Notes里输入了“招聘”这个关键词，然后翻了一遍，大概有，我也说不准，十到十五个不同的例子吧。
All I did was type in hiring into the keyword search in Founders Notes and then went through, you know, there's probably like, I don't know, 10 or 15 different examples.
第二件事，如果你没有关键词搜索功能，我刚好遇到一个朋友，他有SAGE的权限。
The second thing, if you don't have a keyword search, I just ran into a friend of mine who has access to SAGE.
SAGE是运行在Founders Notes之上的AI助手。
SAGE is the AI assistant that operates on top of Founders Notes.
这个想法也是，算是被拉出来的，也不是说从我这儿冒出来的，是一个帮我测试SAGE的人给我的。
And that idea also came, was pulled, I guess not pulled out of me, it was given to me by somebody that was beta testing SAGE for me.
这个人用完之后说，嘿，你之前给它起了好多别的名字。
And this person after using it said hey, you had all these other names for it.
我记得我本来想叫它Founders GPT，或者那些名字都挺糟糕的。
I think I was gonna call it Founders GPT or the names were terrible.
我安慰自己说，史蒂夫·乔布斯也起过烂名字，比如那个“Mac人”，天哪。
And I take solace that Steve Jobs also came up with bad names, the Mac man for God's sake.
所以总之，他说，用了这个之后，这些名字都不合适。
So anyways, he's like this is after using this, this is not the right names.
你应该叫它SAGE。
You should call it SAGE.
然后他发来了这两个定义。
And he sent these two definitions.
他说，因为SAGE指的是非常有智慧的人，是指对生活有深刻理解、积累了大量知识并且有良好判断力的人。
And he said, because SAGE is a profoundly wise person, it refers to someone with a deep understanding of life, accumulated knowledge, and sound judgment.
这正是我们在播客里研究的每一个人。
That is every single person you and I study on the podcast.
他们都有对生活的深刻理解，积累了知识，因为他们花了五十年在事业上，然后有人把所有的精华和主要教训写进书里，还有良好的判断力。
They they've had a deep understanding of life, accumulated knowledge because they've they spent fifty years on their career and then somebody put all the the highlights or the the main lessons into a book and sound judgment.
第二个定义是，智者是一个有智慧、有洞察力或谨慎的人。
And the second one definition was that a sage is a wise, discerning or prudent person.
它描述的是能做出明智决策、考虑周全的人。
It describes someone who shows good judgment and makes well considered decisions.
所以我的一个朋友说，我在去董事会的路上，需要一些关于领导力的信息。
So a friend of mine was like, I was on a way to a board meeting, I needed some information about leadership.
我当时在问SAGE，历史上最伟大的企业家是怎么看待领导力的，它给了我很多好用的引言，我在董事会上用上了。
I was asking SAGE for how history's greatest entrepreneurs thought about leadership and it gave me a bunch of good quotes that I used in the board meeting.
这就是我的意思。
That is what I meant.
Founders Notes让你拥有超能力，随时按需获取历史上最伟大企业家的集体智慧。
Founders Notes gives you the superpower to now access the collective knowledge of history's greatest entrepreneurs on demand when you need it.
刚有位订阅者给我发来消息，说Founders Notes让他在竞争中获得了不断累积的战术优势。
Another subscriber just sent me this note that Founders Notes is giving him a compounding tactical advantage over his competition.
如果你打算花很多时间听不同的Founders节目，我强烈建议你订阅Founders Notes。
If you are going to spend hours and hours invested in listening to different Founders episodes, I would encourage you heavily to invest into a subscription for Founders Notes.
它能让你在播客里学到的经验变得更强大，而且再次强调，它给了你超能力，随时按需获取历史上最伟大企业家的集体智慧。
It makes the lessons that you're learning on the podcast even more powerful and again it gives you the superpower to tap into the collective knowledge of history's greatest entrepreneurs on demand.
你只要去foundersnotes.com就能轻松做到。
And you can do so easily by going to foundersnotes.com.
是founders，带个s，就像播客的名字一样，foundersnotes.com。
That is founders with an s just like the podcast, foundersnotes.com.
非常感谢你的支持。
Thank you very much for the support.
非常感谢你的收听，我们很快再聊。
Thank you very much for listening and I'll talk to you again soon.
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