我与托德·格雷夫斯的对话

你将不得不与坏情绪作斗争，因为你睡眠不足等等。

You're going to be fighting through a bad mood because you're not getting enough sleep and things like that.

就像你根本没有。

It's like you don't have it.

你必须承诺你不会拥有它。

You have to be committed that you're not going to have it.

现在，一旦你的事业起步并站稳脚跟，开始运转，如果你想发展壮大，那时你依然不会有生活质量，因为从一到二是最艰难的跨越，然后从二到六、六到十二，所有这些成长阶段都会接踵而至。

Now, once you get your business open and you get it established and it's working, then if you want to grow, you're not going to have quality of life then because going from one to two is your hardest step you'll ever have, then two to six and six to 12 and all those growth phases are there.

所以我只是希望人们不要半途而废，就像我创业初期那样——我们开这家餐厅时，每周七天都在营业。

So but I just wish people wouldn't stop when they go because like my hours in the beginning, when we started this restaurant, we were open every day of the week.

我们营业到凌晨三点半。

We were open until 03:30AM.

除了周日，凌晨三点关门。

And except for Sundays, closed at 3AM.

听着，我们打烊时得花两小时收拾。

And look, when we were closing up, it took us two hours to close down.

我们早上10:30开门营业时，必须早上8点就到店里。

When we opened up in the morning at 10:30, we had to be here at eight in the morning.

所以你晚上只能睡大约三个小时。

And so you get about three hours of sleep at night.

我在后面有间公寓可以上楼休息。

I have an apartment right back here that would go up.

白天我们会说，嘿，去小睡一会儿吧。

Then during the day we'd be like, Hey, go take a nap.

你知道的，你去睡个午觉，我也去睡两小时，然后醒来继续工作。

You know, you go get a nap, I'll go get a nap for like two hours and then wake up and come back to work.

工作时间几乎占据了所有时间。

The hours were just all the time.

完全是不间断的。

It was just nonstop.

那时我还年轻，有足够的精力这样连轴转。

And I was young enough to have that stamina just to roll.

再加上这个环境，我超爱这家餐厅的烹饪氛围。

And plus this environment, I love this environment cooking in this restaurant.

这家餐厅对我非常重要，你能感受到这里的氛围，触摸到这里的灵魂。

While it was very important for me to be in this restaurant, so you could feel the vibe here, you could feel the soul.

那里很棒。

It's great there.

但这里才是独一无二的，伙计。

It's just here, man.

你和顾客之间没有隔阂。

You're not separated from your customers.

你和顾客之间没有距离。

You're not separated from your customers.

你就站在我用双手打造的这个地方正中央。

You're right here in the middle of this place that I constructed with my own hands.

就像这样，你们紧密协作。

And it's like, you just work closely.

你用你的

You constructed what with your

双手？

own hands?

这家餐厅，我真的是亲手重建了这一切。

This restaurant, I literally reconstructed all this with my own hands.

除了电路部分，因为我确实不懂电，但水管是我做的。

Everything except electrical because I literally don't know electric, but plumbing.

我做了水管工程。

I did plumbing.

我学会了如何做水管。

I learned how to do plumbing.

我学会了做简单的建筑工作。

I learned how to do minor construction.

这整个地方都翻新过了。

All this place has resurfaced.

所以你刚来这个地方时，这里有很多不同的概念，那些大学概念根本行不通，但他们还是层层叠叠地加装了镶板。

So when you came in this place, it was a lot of different concepts, college concepts that just didn't work, but they layered on paneling.

甚至连街机厅都曾在这里，镶板一层又一层。

Even arcade was here, paneling after paneling.

所以我就撕掉了一层镶板。

So rip off one layer of paneling.

结果发现下面有彩虹条纹镶板延伸向这边，因为这里曾经是个街机厅，他们之前拆掉了墙上这些旧镶板，这里最初其实是家意大利餐厅。

And there's like, there's a rainbow strike paneling going down this way because there was an arcade at one time and they had ripped up through this old paneling here on the wall, which was actually an Italian restaurant where it started.

这里原本是建筑外墙，后来他们扩建了这个部分。

This was the outside of the building and they built this onto here.

当我拆掉所有这些后，注意到整面墙都是拉毛灰泥，但有个小地方露出了砖块。

So when I pulled all these things off, I noticed this stucco all down the wall, but there was one little place I saw brick.

我当时就想，天啊，我们可以有面砖墙了。

I was like, Oh man, we can have a brick wall.

于是我开始用撬棍拆墙，只在侧面保留了拉毛灰泥。

So I started ripping it out with a crowbar, left stucco down the side.

我来到这里，揭开了这幅古老的壁画。

And I got here and uncovered this old mural.

我看着它，觉得这是个预兆，伙计。

And I look, I took it as a sign, man.

这是巴吞鲁日市中心一家面包店的外部广告壁画，我们最初在Canes就是用这种面包起家的。

This was an outside advertising for this bread mural, for this bread bakery downtown Baton Rouge, where we actually started with our first bread at Canes.

我和那里的面包供应商一起研发了这个配方。

I came up with the recipe with the bread purveyors there.

这原本是个户外广告。

This was an outside advertising.

从巴吞鲁日市中心穿过LSU的高地路曾是这里的主要干道。

Highland Road going from Downtown Baton Rouge through LSU was the main core thoroughfare here.

说真的，我把这当作一个启示。

Literally, I took this as a sign.

这就是我们为Cane's设计的logo灵感来源。

This is what we came up with our logo for Cane's.

我们采用了这个设计。

We took this design.

我真的把它当作一个预兆，心想：这将作为Raising Cane's的标识。

I literally took it as a sign to say, This is going to be the Raising Cane's logo.

这就是我们最终确定的方案。

That's what we ended up with.

但我学会这些是因为当时资金不足。

But I learned this stuff because I didn't have enough money.

我申请了一笔9万美元的小额SBA贷款，还通过原始股东筹集了约6万美元的股权资金。

I got a small SBA loan for $90,000 I'd raised equity in a sense of like $60,000 with original shareholders.

如今我还带着他们经营着一点生意。

I carried them over a little bit of the business today.

这段经历一直很有趣，我——

It's been fun I being with

祈祷有件事我甚至不想知道真假。

pray that one of the things I don't even want you to tell me if it's true or not.

我想聊聊你是如何为生意融资的，因为这是我听过最疯狂的故事之一。

I want to talk about how you finance the business because it's one of the craziest stories I've ever heard.

但我只祈祷今天有个叫狂野比尔的锅炉工拥有几百万

But I just pray that today there is a boilermaker named Wild Bill that owns a couple

价值1亿美元的股权

$100,000,000 of equity

在Raising Gates公司里，因为他在你二十多岁时就押注了你的鸡柳梦想。

in raising Gates because he bet on your chicken finger dream when you were like in your 20s.

他确实这么做了。

He did.

确实。

Did.

但让我稍微回溯一下。你知道，我高中和大学时都在餐厅工作过。

But let me take back a little bit on So, the start of you know, I worked in restaurants in high school and college.

我热爱餐饮业。

Love the restaurant business.

食物对我来说象征着爱。

Food symbolized love to me.

这意味着，当我能和母亲一起在厨房里做饭时——是她教会了我烹饪。

So what that means is like when I could spend time with my mother cooking in the kitchen, she's the one that taught me how to cook.

我们烹饪的是卡津风味菜肴。

We cook Cajun meals.

我们会做秋葵浓汤，对吧？

So we would make a gumbo, right?

做秋葵浓汤要从面糊开始，加入洋葱，实际上要花一整天时间。

You make a gumbo, you start with a roux and you add your onions and you really you take all day making a gumbo.

现在做这个还需要那么久吗？

Now, does it take that long to do it?

我不确定是否还需要。

I don't know if it does.

更重要的是与你爱的人共度时光，我们为家人和挚友下厨。

It's more about spending time with somebody that you love and we're cooking for the family and our friends that we love.

大家聚在一起，煮出一锅美味的秋葵汤，然后围坐享用，亲朋好友们都会赞叹：哇，这秋葵汤真是一绝。

That time together, and then you make a good gumbo, then you sit out and all your friends and family are like, Oh man, that's a good gumbo.

那感觉真好。

That's good.

接着大家就开始讨论：我的做法有点不同。

And they start talking about, I do mine a little different.

我是这样做的。

I do this.

这些对话让我想起，我祖母总会给我烤派，比如巧克力派。

And those conversations went, my grandmother would make me a pie, you know, chocolate pie.

她来看我的时候，

She'd come visit.

会说：我给你烤了你最爱的派。

Said, I made you a pie you love.

我就会觉得，你知道，我真的很爱你。

And I'm like, that, you know, I love you.

所以对我来说，餐厅、食物和送餐都是爱的表达。

And so for me, restaurant and food and delivering food, it's an expression of love.

还有那种 camaraderie（同志情谊），当你在厨房工作，一切都在运转，得来速通道忙碌时，我可以胜任任何岗位，但最重要的是团队合作，以及那种即时满足感——当有人用他们辛苦赚来的钱消费，看着那份鸡柳盒说‘哦，太棒了’，那种感觉很好。

And then the camaraderie, when you're working in a kitchen and it's rolling and drive throughs going, I can work any position, but it's that teamwork and it's immediate gratification when you're like someone spent their hard work money or hard earned money and they give you their money and they look at that chicken finger box and they're like, Oh yeah, like that's a good feeling.

这是一种即时满足。

It's immediate gratification.

太多企业工作和行政工作之类的事情了。

So much stuff with corporate work and administration work and things like that.

这不是即时满足。

It's not immediate gratification.

它是随着时间逐渐获得的。

It comes over time.

我最喜欢的工作就是能直接进餐厅，一口气完成一个班次。

My favorite job is if I can literally come in the restaurant and just crank out a shift.

对我来说，那样才有趣，伙计。

Like that to me is fun, man.

那种氛围，那种即时感。

That vibe, that instant.

做过吗？

Did do that?

对吧，你呢？

Right, did you?

是的，当我能去餐馆?

Yeah, when I can go to restaurants, I'll visit like a market and I'll go to one restaurant and I'll get all the crew to come there and we have like a town meeting.

嘿，你知道吗，我做那份工作的主要任务就是道谢。

Hey, what, you know, my main job when I do that is saying, thank you.

大家都做得非常棒。

Y'all are doing great.

非常感谢。

Thank you so much.

那我们还能做得更好吗？

And then what can we do better?

我能从员工和管理层那里得到反馈，你知道，就像，首先会有点像是'哦不，支持已经很好了'。

And I can get that out of crew and management, know, it'd be like, you know, first thing a little bit like, oh, no, the support's great.

我会说，是的，确实很好，但我们永远不可能完美。

I'm like, yeah, it's great, but we're never going to be perfect.

那我们还能做得更好吗？

So what can we do better?

嗯，你知道的，比如制服方案。

Well, you know, the uniform program.

如果我们能做到这样那样，会更好。

It'd be better if we could do this, that.

很好。

Great.

让我们收集些意见，因为通过员工或管理层的焦点小组，你能获得整个系统范围内真正的好建议，调查也能得到不错的信息。

Let's get some input because you can get system wide really good things from focus groups with crew or management, and you get good stuff from surveys.

但当你真正交谈时，你能从他们那里挖掘出更多东西，就像我现在这样。

But when you actually talk, you can pull it out of them a little bit more and do it me.

他们感到自在后就会告诉我，然后我会和他们一起工作，他们态度转变，这很有趣，因为一切烦恼都会消失。

They feel comfortable and then they'll tell me, but then I'll work with them and they shift and it's fun because you can just, everything goes away.

你就像专注于当场为客户提供优质产品和良好服务。

You're like focused on delivering good product and good service to customers right there.

这很棒。

It's great.

所以我曾从事餐饮业。

So I was in the restaurant business.

当我上大学时，我其实学的是电视和电影的剧本写作。

And so like when I went to college, I actually studied writing for script writing for television and film.

我曾想过可能进入电影行业，但工作时总是回归商业，因为我就是那个在社区里摆柠檬水摊的原住民孩子。

I thought I might want to be in movies, but I always went back to business when I was working because I was that aboriginal kid in the neighborhood that a lemonade stand.

是个愿意为了钱帮你割草的孩子。

Was a kid that was going to cut your grass for bucks.

我总是会在家里布置万圣节鬼屋，四处发传单，收5美元让孩子们来玩。

It was just always I'd set up like Halloween haunted houses in my house and like, you know, go around, put flyers out and $5 for kids to go through.

所以我早就知道自己想成为企业家。

So I knew I wanted to be an entrepreneur.

就在大四那年，我开始认真对待这件事。

And that's when I got serious about it my senior year.

但实际上我毕业去了佐治亚大学，不过我原本来自巴特纳斯。

I But actually graduated, went to University of Georgia, but I was from Batners originally.

我知道自己想回家乡发展。

I knew I wanted to come home.

创业初期我还有个合伙人。

And I had a partner when I started the business.

自从我们为Raising Cane's撰写商业计划开始，最初他们管这叫Folly's炸鸡条。

Since we wrote the business plan for Raising Cane's, it started off, they're calling it Folly's Chicken Fingers.

这是最初的商业计划名称，糟糕透顶的名字。

That was the original business plan, terrible name.

但我们有个外号叫Folly的朋友，彼此都这么称呼对方。

But we had a friend that was, nickname was Folly, called each other Folly.

总之，我们写了那份商业计划书，我简直写了本《鸡柳圣经》，伙计。

But anyway, we wrote that business plan and literally I wrote the Bible of Chicken Fingers, man.

我当时连我们的围裙成本是多少都算得一清二楚。

It was like, I knew what our aprons would cost.

我知道各项成本会是多少。

I knew what would the cost.

我当时还是大学生，我清楚大学生的需求。

I knew what would, I was college student.

我知道大学生需要赚多少钱，了解他们需要什么样的工作环境，知道大学生想吃什么，也清楚他们愿意支付的价格——所有这些细节。

I knew what college students needed to make, knew the environment they needed to work in, I knew what college students wanted to eat, I knew what price points they would pay for that, all these things.

那位教授给了你全班最低分，典型的教授作风，不过其实只是B-。

That professor gave you the worst grade in the class, which is classic, but it was only a B minus.

有传言说是不及格之类的，但实际上他说'不，计划书写得很好'。

Rumor went out that it was a failing grade and all this stuff is, but actually said, he No, the plan was great.

说真的，你的计划书是全班最详尽的，但这个概念行不通。

Literally, you get the most detailed plan in the whole class, but the concept won't work.

我们当时就问，为什么这个概念能成功？

And we said, Why would the concept work?

因为你没有研究过这个行业。

Well, because you didn't study the industry.

那你告诉他们你研究过这个行业。

Well, tell them you study your industry.

麦当劳正在增加。

McDonald's is adding.

他们在这个行业深耕多年，是业内最优秀的。

They've been at it a long time and they're the best in the business.

他们正在增加这些菜单项。

They're adding these menu items.

有个叫否决票的东西，人们不会来你的餐厅。

There's this thing called veto vote and people won't come to your restaurant.

如果妈妈不想要这个。

If mom didn't want this.

他们还在增加健康食品。

They're also adding healthy items.

总会有人想要沙拉之类的健康食品。

Someone's going to want a salad and that and do it.

就像你告诉那位创业者'不'，对方会说'哦是吗，等着瞧，我会证明给你看'。

It's like, you tell that entrepreneur, No, you're like, Oh yeah, wait, I will prove it to you.

我真的接受了那个挑战。

Literally, I took that.

人们以为这会打击积极性。

And people thought that'd be discouraging.

实际上那反而成了动力。

Actually, it was that fuel.

我会向你证明这个能成功。

I will show you that this will work.

对吧？

Right?

于是我拿着那份商业计划书，买了套廉价西装，去了Office Depot，心想商人总得穿西装吧，还觉得商人需要——你得买件像样的衬衫。

And so took that business plan, bought a cheap suit, went to Office Depot, bought I thought the businessmen need to wear a suit and I thought businessmen need You're going to buy a to shirt.

我还买了公文包。

I the briefcase.

我也有同款。

I had the same one.

对吧？

Didn't you?

但你不觉得自己像个商人吗？

But didn't you feel like a businessman?

你会想，我好歹上过几天学。

You're like, I went to school for bit.

其实你啥也不懂。

You don't know anything.

我不知道啊，老兄。

I don't know, man.

你要去银行了，这挺让人紧张的对吧？

You're going into a bank, which is pretty intimidating, right?

你就像这些人，以为他们无所不知，实际上就是把东西带进去，打开那个小保险箱，就是那种老式密码锁。

You're like these bankers and you think they know everything and literally brought it in and be like, you know, unlocked the little safe, you know, little old combo.

密码是在那里吗？

Was the combo was there?

我甚至都不记得是什么了。

I don't even remember what it was.

是啊，就像你打开它，里面会写着‘这是给你的商业计划’。

Yeah, something like you would open it up and it'd be like, Here's a business plan for you.

这是我的。

Here's mine.

把商业计划书放下，然后开始讨论这个鸡翅概念。

Put the business plan down and proceed to talk about this chicken finger concept.

想从路易斯安那州立大学开始。

Want to start at LSU.

大家都挺友善的，对吧？

Everybody was nice enough, right?

他们确实挺友善的。

They're nice enough.

银行家的回应是，你知道的，就是南方路易斯安那州的炸鸡柳。

It was the banker's response was, You know, just chicken finger, South Louisiana.

你知道，我们午餐不是这样吃的。

You know, that's not how we eat lunch.

从没听说过这种吃法。

And never heard of that.

我当时就说，等等。

I'm like, well, hold on a second.

比如你们会点披萨。

Like, you you order a pizza.

你知道披萨非常非常受欢迎，对吧？

You know, pizza is real, real, real popular, right?

是啊，是啊，是啊。

Yeah, yeah, yeah.

你可能每次都点同样的披萨，对吧？

You probably order the same pizza every time, don't you?

你点什么？

What you get?

我喜欢意大利辣香肠或者类似的。

I like pepperoni or like whatever.

我就说，你每次都点那个。

I'm like, you get that every time.

我就说，这顿饭就是那么美味诱人。

I'm like, this meal is that flavorful, craveable.

你会想反复吃这顿饭的。

You're going to want to get this meal over and over.

但如果你没有多年的管理经验，或许应该先去优秀的公司工作。

But if you don't have years of management experience, you probably should go work for great companies.

我是说，约翰，你得在布林克公司干上十年左右。

Mean, to John, you go work for Brinker for like ten years.

然后你才能真正拥有这个生意，接着你就能赚到些钱，然后等等等等。

Then you'll really own the business and then you'll have some money then da da da.

到那时你就有信用了，懂吗？因为你一开始根本没钱，对吧？

And then you'll bankable at that point, you know, because you have no money, right?

我就说：'是啊，一分钱都没有。'

I'm like, No, don't have any money.

他们就说：'你知道的，你贷不到款。'

And they're like, You know, you can't get a loan.

你不可能拿到100%的贷款，我原以为可以做到的。

You can't just get 100% loan, which I thought you could do.

但每次被拒绝时，他们都还算客气。

But with every no I got, they were nice enough.

这点我得表扬他们。

I will give them credit for that.

他们至少愿意接见我已经很好了。

They were nice enough to take the meeting.

可能有什么法律规定必须亲自审核商业计划书。

Maybe there's some kind of law that have to actually see somebody in their business plan.

但当时我就想，天啊，我得自己赚钱了。

But then that, like, I was like, man, I need to go make money myself.

后来通过朋友介绍，我得到了一份在炼油厂当锅炉工的工作。

And so through a friend and friend, I got a job as a bowler maker working in refineries.

路易斯安那州有很多炼油厂的活计。

Louisiana has a lot of refinery work.

具体来说就是倒班制的检修工作。

And so what it is is turnaround shift work.

但这工作强度非常大。

But this is super intense work.

没错，每周要干95个小时。

No, it's ninety five hour work.

这是每周工作95小时。

It is ninety five hour work week.

具体操作是他们会关闭老炼油厂的某个区域，这样就会错过生产，损失巨大金额。

So what happens is they'll shut down a certain sector of an old refinery, they're missing out on production, which is just big, big money they're losing.

所以他们愿意付钱让你不间断工作。

So they'll pay for you to work nonstop.

他们会不惜一切代价让设备重新运转。

They'll pay whatever it needs to get that thing back up and running.

所以你进去修理设备，更换新部件等等。

So you go in and you fix things, you put new equipment in and things like that.

所以你每周工作95小时，连续不停地工作。

So you worked ninety five hour weeks and you just work straight through.

没有休息日。

There's no days off.

什么都没有。

There's no nothing.

你就一直不停地工作。

You just work straight through.

所以有加班费、双倍工资，还有各种疯狂升级的薪酬机制。

So there's overtime, there's double time, there's some kind of crazy thing that goes into another level.

这样你就能在短时间内赚到很多钱。

So you can make a lot of money in a short period of time.

这群人是最早鼓励我实现炸鸡梦想的，因为他们能看到我在某件事上努力的样子。

And that was the first group that was encouraging to me on my chicken finger dream because they could see me working hard on something.

虽然我不知道自己在做什么，但我愿意做任何事，在外打拼赚钱，愿意接受任何工作。

I don't know what I'm doing, but I'm willing to do whatever, earn my money when I'm out there, willing to take on any job out there.

他们就说，托德，你会...他们会叫我‘好莱坞’。

And they're like, Todd, you're gonna, you're gonna, well, they call me Hollywood.

我们都有外号。

We all had nicknames.

关于‘好莱坞’这个外号有个有趣的故事，不过我们就不提了。

Interesting story on the Hollywood deal, but we'll leave that out.

但是，他们确实很鼓励人。

But, so they were encouraging.

还有野比尔、托勒，我们都有绰号。

And Wild Bill, Tolar, we all had nicknames.

野比尔说，嘿，格雷夫斯，好莱坞小子，我看你有这个潜力，但如果你真想赚大钱，又不怕吃苦的话，这行当其实很危险。

So Wild Bill was like, Hey, Graves, man, you know, Hollywood, you know, I see you got what it takes, you know, but if you really want to make some money and it's, you're not, you're not afraid of hard work, but this is a really dangerous trade.

我夏天在阿拉斯加纳克内克捕红鲑鱼，做商业捕捞。

I fished in the summers, commercial fishing, sockeye salmon in Naknek, Alaska.

他说，你可以去那儿找份工作。

He goes, You can go up there, get a job.

干那个能赚更多钱。

You can make a lot more money doing that.

比做鸡块强多了。

Then you can't boar making.

我当时就问，那我该怎么做？

So I was like, Well, what do I do?

他说，基本上就是去阿拉斯加的纳克内克。

He's like, Basically get up to Naknek, Alaska.

我问，那是在哪儿？

I'm like, Where is that?

他回答，在卢申群岛上方，得查地图。

He says, Above the Lushen Chain, looking up on a map.

那时候还没法用电脑查。

Back then you couldn't look on a computer.

你得掏出一张地图，买张阿拉斯加地图。

You had pull out a map, buy an Alaska map.

于是我打电话订了去安克雷奇的机票。

And so I I called a plane to Anchorage.

又订了去阿拉斯加帝王鲑的水上飞机。

I called it a float plane to King Salmon, Alaska.

最后我搭便车到了阿拉斯加的纳克内克。

I hitchhiked to Knack Neck, Alaska.

那时候可没有优步。

There was no Uber back then.

真的是搭便车去的，在帐篷城安顿下来——那里是人们在找到工作前的临时住所。你得在苔原上支起帐篷，然后挨个船去问有没有工作机会。

Literally hitchhiked in, set up in Tent City where people go to get to, before they have a job, you get set up in Tent City, put your tent out on the Tundra, by the way, and you go around to the boats and you ask them for a job.

你基本上就是个新手。

You're basically a green horn.

意思就是你在那儿是个菜鸟。

It means you're a rookie out there.

你得

You have

说服他们

to convince them to

让你加入船队。

That you get on the crew.

你得证明自己能上船干活，对吧？

That you can get on the crew, right?

他们正在寻找帮手。

They're looking, so looking for some help.

只有少数几艘船，大多数人都已经招满了，但有几艘船只需要一个可以支付更低工资的新手，对吧？

Just a few of boats, most people were all staffed out, but a few of them needed just a green horn that they could pay a lot less, right?

你只能分到船上收益的较少部分。

You get less cut of the take for the boat.

但那个夏天我最终在一艘船上找到了工作，经历了最疯狂的阿拉斯加红鲑鱼商业捕捞体验，伙计。

But I ended up getting a job on a boat that summer and had the wildest experience commercial fishing for Sockeye salmon of Alaska, man.

按规定使用的是32英尺长的渔船。

Were on 32 foot boats as regulated.

你不能一直出海捕捞鲑鱼。

You couldn't keep going out to get the salmon.

鲑鱼在溪流中出生后游向海洋，红鲑在海洋中生活五年，是美丽的银色鱼类。

So the salmon born in a stream, they swim out the ocean, Sockeye salmon live out in the ocean, beautiful silver fish for like five years.

不知为何，五年后它们就知道该游回来了。

And somehow in five years, know it's time to swim back.

它们会回到最初出生的河流产卵，然后死去。

The original river go up and spawn and then they die.

这是个疯狂的循环。

It's a crazy cycle.

它们在季节高峰期到来。

They come during the peak of the season.

它们争先恐后地涌入同一条河流。

They're just rushing into these these same rivers.

你能捕获它们，但不能持续出海捕捞。

You catch them, but you can't continue to go out.

那时候有条罗兰线，你不能越过那条线。

There's a Loran line back then and you couldn't cross that line.

所以如果你把刺网设在其他渔船网的前方，就能捕获三倍的鱼，因为你在拦截最先洄游的鱼群。

So if you set your nets gill net, if you set it up in front of another boat's net, you're going to catch three times as much because you're catching the first fish coming in.

这些船长整个夏天的收入就靠这个了。

So these captains make their entire income just during the summer.

所以他们极度渴望抢在其他船前面下网。

So they're heavily motivated to catch that perfect set in front of that other boat.

于是你们就像玩胆小鬼游戏，最后总有人转向避让，有时却没人退缩。

So you play chicken and literally somebody veers off in the end, someone chickens out and sometimes you don't.

我们撞过别人的船。

And we rammed boats.

也被别人撞过。

We got rammed.

简直疯狂。

It was crazy.

我们在六英尺高的浪里用32英尺长的船捕到堆积如山的鱼。

We catch so much fish around like six foot seas in a 32 foot boat.

船尾被鲑鱼压得极低，在把鱼转运到海上收鲜船之前，海浪都能直接打进船舷。

And the back of the boat gets weighed so much down with salmon before you get unloaded to a tender boat out there in the ocean that literally you'd be like getting waves over the side.

有些船就这样沉没了。

Some boats sunk when it was gone.

那简直是难以置信的工作强度。

Was just unbelievable work.

在旺季期间，我们每天工作二十小时，这样的日子持续大约两到三周。

We were twenty hour days during the peak of the season, which was about two to three weeks.

当你每天工作二十小时，只能见缝插针地小睡片刻。

And when you work twenty hour days, you only get like a nap here and there.

你会听到‘嘿，快去眯一会儿’，抓紧一小时休息，或者快速吃个饭。

You get, Hey, go take a nap real quick and get an hour, get this or we get a break to eat real quick.

你疲惫到开始疏忽大意。

You're so exhausted that then you stop being careful.

所以有人被渔网缠住甩出船外。

So people were thrown out with nets.

遇到大浪时他们抓不住船体，结果头部或头骨被撞裂。

They would not hold on the boat when you're getting a bad wave and they crack their head open or skull open.

想象一下：你在海上捕鱼，被其他船撞击，还要分拣渔获。

So imagine this, you're out there fishing, you're getting rammed by boats, you're picking fish.

你从无线电里听到，有人刚刚被剥了头皮。

You hear on the radio, just got scalped.

我清楚地听到了这个词——剥头皮。

I heard that distinctly, scalped.

我不知道他们是怎么在船上被剥掉头皮的。

I don't know how they got scalped from the boat.

于是医疗直升机出动，国家地理频道赶来拍摄渔船作业，而我还在那里追逐我的炸鸡柳梦想。

So medical helicopters are going in, National Geographic's coming over filming the boat action, and I'm out there for this chicken finger dream.

没有什么能阻止我实现它。

Nothing was going to stop me from doing it.

果然，我通过制作回旋镖和阿拉斯加捕鱼赚了不少钱，然后回来了。

And sure enough, made good money doing both boomer making and doing the Alaskan fishing trade, came back.

我靠信用卡度日，因为没有其他收入来源。

I lived off credit cards because I had no other income.

在我们深入之前，我发现所有这些传记里都有个反复出现的主题。

Before we get there, so there's this reoccurring theme in all these biographies.

有个故事和这个一模一样。

There's a story just like this.

现在，这个故事相当极端，而你讲述的方式很精彩。

Now, story is pretty extreme and you tell in a wonderful way.

我是这样总结的：你到底有多想要它？

The way I summarize this is like, how bad do you actually want it?

你真的得问问自己，如果要和托德·格雷夫斯竞争，你愿意每周工作95小时，只为在买完西装后当个锅炉工吗

You have to actually ask yourself, if you're going to compete against Todd Graves, are you willing to work ninety five hours a week for a boilermaker after you buy your suit

还有你的

and your

公文包，他们会说，‘滚开，小子。’

briefcase and they're like, Get out of here, kid.

我们没收到消息。

We're not getting the word.

我说，‘那没关系。’

I like, That's fine.

我会另寻出路。

I'll find another way.

在锅炉制造厂做95小时的轮班工作。

Ninety five hours doing shift work in a boilermaker.

你要坐飞机去阿拉斯加。

You're going to take a flight to Alaska.

你要搭便车。

You're going to hitchhike.

你得住在该死的帐篷里。

You're going to live in a fucking tent.

顺便说一句，我花了整整一个月才得到那份工作。

All month before I got the job, by the way.

试图说服那些你可能丧命的渔船船长雇佣你，然后拼命工作20小时，整个过程都是如此。

Trying to convince captains of boats that you could die on to hire you, and then to do that, and then to work twenty hours and the entire time.

我喜欢你故事的地方在于，我根本没想过红鲑鱼的事。

What I love about your story is it's like, I'm not thinking about sockeye salmon.

我心里装的是我的炸鸡柳梦想。

I'm thinking about my chicken finger dream.

没错。

Exactly.

如果内布拉斯加的工地能赚钱，我早就去干建筑了。

I would have worked construction in Nebraska if that's what paid.

虽然我去了阿拉斯加，做了听起来很酷的锅炉制造工，但我其实什么活都愿意干。

Love the fact that I went to Alaska and did that and did something as cool sounding like a bowler maker, I would have worked.

我甚至可以去织毛毯。

I would have gone and knitted blankets.

哪里有钱赚就去哪里。

That's where the money was at.

只要能赚钱我什么都肯做，因为那时候我铁了心要成功。

Anything I could do to make the money because I was determined, man.

就像大学时我像个书呆子一样泡在创业社团里。

It was like, I was like a nerd in the entrepreneurial club in college.

就像我们那样，然后人们会开始说，嘿，我有这个主意，你知道的，比如我提供蒸汽清洁地板服务。

Like we had, then people would start up, Hey, I got this, you know, like I steam clean floors.

我做过各种不同的事情。

I do these different things.

但我看到这些创业者中有些人有非常酷的想法，那时科技正蓬勃发展，但他们却中途放弃了，在大学几年后就觉得，我不认为自己能坚持做下去。

But I saw these, some of these entrepreneurs have these really cool ideas and that's when technology is really rolling, but they would just stop, you know, over a couple of years in college and be like, I just, don't think I can do that and do it.

我当时就想，关键就在于当你设定目标后，无论成功失败都要坚持到底，绝不能半途而废。

And I'm like, that's the key, man, is when you set a goal, you do it to success or failure, you don't stop.

绝不能停下。

You don't stop.

其实我和最初的合伙人去北卡罗来纳州露营时，

Actually with my original partner, we went out to a camping trip in North Carolina.

我就说我们要把这次行动当作誓言——我们要去露营，要真正承诺坚持到底，就像你发誓永远不会放弃那样。

I'm like, we need to make this like, we're going to go in and we're to camp and we're going to literally commit to this because like you said an oath that you're not going to ever, ever stop, then you don't stop.

因为那时候，老兄，我花了整整两年时间才为这个项目筹到资金。

Because during the time, man, there's two years took me to raise money for this.

告诉我，等等。

Tell me, wait.

我太喜欢这个想法了。

I love this idea.

再给我详细说说。

Run that back to me.

我刚做了期埃隆·马斯克的节目，他有个很棒的座右铭。

I just did this episode of Elon Musk and he has a great mantra.

他说撤退不是选项。

He's like retreat is not an option.

撤退不是选项。

Treat is not an option.

破釜沉舟，

Burn the ships,

我们要么成功，要么我就...

We're going to succeed or I'm going to.

他说，你会知道我放弃的时候，那就是我死的时候。

He's like, you will know when I give up because I will be dead.

就是这种精神。

That's the spirit.

事情就是这样发生的。

That's what happened.

去参加了一次露营，并立下誓言。

Went on this camping trip and to do an oath.

没错，他确实是这样的。

Yeah, he was literally.

他放弃了。

He gave up.

确实如此。

Literally.

千真万确。

Literally.

那真的是围着篝火说的。

It was it was literally to say, like, around a campfire.

我是说，我们做了所有事，就差歃血为盟了，你懂吧，为了达成目标。

I mean, we did everything but just like become blood brothers, you know, to do the deal.

当时就像在说，我们要把这事做对。

It was like, we're going to do this right.

我们正在为此全力以赴。

We're committing this.

我们一定要让这事成功。

We're going to make this happen.

我们要坚持到底，但不知怎么就是行不通。

We're going to see it through and somehow doesn't work.

我们宁死也要尝试，真的豁出命去阿拉斯加捕鱼。

We're going to die trying and literally put that on the line going out and fishing Alaska.

有人在那片渔场丧命了。

People died in that in that fishery.

愿上帝保佑他们，你知道，无论如何都会如此。

God bless them, you know, and it'll be just that anyway.

我认为还有一点是，当你拥有那种不懈的专注时。

I think another thing too is I think when you have that relentless focus.

所以对我来说，在那段时间里，我想到了一句名言。

So for me is during that time, I was like, I came up with a quote, man.

我当时想，除非有人狂热地追求一个愿景，否则什么都不会发生。

I was like, nothing ever happens unless someone pursues a vision fanatically.

当你有一个别人不相信的梦想，而你能看到它时，你必须如此狂热。

Like you have to be so fanatical when you have a dream and others don't believe in and you see it, you have to be fanatical.

正是这种狂热支撑着你前进，明白吗？

So fanaticism, what's carries you through, you know?

所以我看到了这种狂热，并且我在研究人们，对吧？

And so I see this fanaticism and I study people, right?

就像听你的播客时，我会听到一些东西并从中获得确认。

And so like, like your podcast, I hear things and I'll get reaffirmed with things.

然后我会学到新事物，获得新的视角。

Then I'll learn new things, new ways I can look at things.

但这很棒，你知道的，

But it's great, you know,

我也很喜欢，因为这就像你可以从中学习，并因为它的确立而受到启发，因为你确实需要这些。

and I like it too, because it's like you can learn from it and you can get inspired by it being established because you need that.

你需要这种燃料来持续前进。

You need that fuel to keep rolling.

听到其他人也在做你做的事是件好事。

It's good to hear other people are doing what you do.

然后你还能从他人身上学习。

And then you learn from other people.

我始终是商业领域的学生。

I'm constantly a student of the business.

所以就像你从其他商界人士那里学习不同事物一样。

So it's like you learn other things from businessmen and businesswomen.

但对我来说，我也喜欢和名人在一起，比如那些成功的艺人、演员、运动员，他们都有一个共同的核心特质。

But for me too, is I love to be around celebrities, like the people that are successful at whether they're an entertainer, whether they're they're actor, actors, athletes, whether they're athletes, they all have this common core.

你知道我认为所有成功人士最普遍的核心特质是什么吗？就是他们永远不满足，永远不满足。

And you know what I see the most common core of all the people that are successful for me is they're never satisfied, never satisfied.

因此我们在业务中也非常重视这种永不满足的精神。

And so we care in our business about never being satisfied.

不过这种说法可能不太好。

But it's a bad way to say it.

你说'永不满足'。

You say never satisfied.

就像，好吧，你们对我们这次开业活动很满意。

It's like, well, y'all are happy what we did, you know, with this opening.

不，不，不。

No, no, no.

所以我们把'永不满足'换了个说法。

So we changed the word for never satisfied.

就像我们总是要提高标准一样。

Just like we're always going to raise the bar.

所以我们要提高标准。

So we'll raise the bar.

我们在那次开业活动中表现得非常出色。

So we did great at that opening.

那真是太棒了。

That was awesome.

这些都是我们做得好的方面。

These were all the good things we did.

但你们知道吗，这些也是我们可以改进的地方。

But you know what, too, is these are some of the things we can get better at.

我们实际上可以再快两秒，这就是我们要实现的方式。

We can actually get two seconds faster, you know, and this is how we're going to do this.

看，我们需要更多员工。

Look, we needed the staff more.

我们在这里搞砸了。

We messed up here.

因为我们让一支团队过度劳累，所以没有提供足够的支持。

We didn't give enough support because we wore out a crew.

我们本应该配备更多的团队成员。

We should have had more crew members on staff.

你总能学到东西。

You can always learn.

我在人们身上看到了这一点。

So I see that with people.

我在最优秀的运动员身上看到了这一点。

I see it with the best athletes.

我在最优秀的演员身上看到了这一点。

I see it with the best actors.

那部电影虽然不错，但老兄，我本可以做得更好。

It's like that film was good, but man, I could have done this better.

我本可以做得更好。

I could have done that better.

就像这样，如果你不挑战规则，你就会不断追求进步，越来越好。

And then like, if you don't wrestle the rules, then you're always going to keep striving to get better and better and better.

这就像竞争一样。

It's like competition.

我喜欢竞争者，因为他们会让你更早起床，因为总有人在追赶我们。

I love competitors because they make you get up even earlier in the morning because it's like, we got other people that are gunning after us.

你说过最有趣的事。

You said the funniest thing.

我认为你最重要的观点之一是我们需要更多拒绝出售企业的创始人。

One, I think one of your most important messages is we need more founders that refuse to sell their businesses.

现在有一个庞大的创业产业，这在你们公司初创时根本不存在。

There's this huge entrepreneurial industry that didn't exist, especially when you were starting your company.

创业产业受投资者影响，而非创业者主导。

Entrepreneur industry is influenced by investors, not entrepreneurs.

就像是，创业、扩张、出售。

It's like, start, scale, sell.

然后呢？

Then what?

然后我们还能做什么？

Then what are we going to do?

你说过一句很棒的话：'如果你开始创造和实践，你就永远不会想停止创造和实践。'

You have a great line where you're like, If you create and do, you never want to stop creating and doing.

现在你刚卖掉那个让你得以创造和实践的平台。

Now you just sold the vehicle that you created and do and create into.

接下来呢？

Then what?

然后你就在忙你第二或第三好的点子了。

Then you're working on your second best idea or your third best idea.

我认为你最重要的理念之一就是让业务中的每个人都参与进来。

I think one of the most important ideas that you have is just everybody in your business.

我在关于你的那期节目里说过这个原因，托德之所以能碾压他们，是因为他在与企业巨头竞争。

The reason I said this on the episode I did about you, Todd's smoking them because he's competing against corporations.

现在你的企业里还有谁是创始人呢？

Who are the founders in your business anymore?

那是

That's

对的。

right.

他们要么已经去世，要么已经套现退出了。

They're either dead or they sold out.

我喜欢有人问你的那个问题：在竞争对手中，谁让你斗志昂扬，或者可能让你夜不能寐？

And then I love, somebody asked you the question where, out of the competitors, who gets you fired up or maybe will keep you up at night?

你说：他们可能现在还不存在，但未来一定会出现，因为你知道和你同类型性格的人比比皆是。

And you're like, They may never exist, but they will exist in the future because you know that same personality type as you, they're common.

就像年轻的托德·格雷夫斯那样，灵魂里燃烧着火焰，想要完全复制我的道路。

It's like the young Todd Graves that has that fire in his soul, and he wants to do exactly what I'm doing.

你会说，那没关系。

You're like, That's fine.

但你必须明白这就是我的行事方式。

But you have to understand this is what I do.

这刻在我的DNA里。

This is in my DNA.

这就是我养家糊口的方式。

This is this is like this is how I feed my family.

所以如果你想加入，就要明白我全天候24/7都在这个状态。

So if you want to come, just understand I'm on this 20 fourseven all the time.

你最好做好准备。

You better be ready.

你最好准备好，因为我会盯上你。

You better ready because I'm coming after you.

我刚刚在UFC赛场上看到你。

I just saw you at the UFC.

你是UFC粉丝吗？

Are you a UFC fan or?

是啊，就像喜欢所有运动一样，你知道的。

Yeah, just like all sports, you know.

所以达纳邀请我来观看普瓦里尔的最后一场比赛，路易斯安那的传奇人物，老兄，但你

And so Dana invited me to come and get to see Poirier do his last fight, Louisiana legend, man, But you

看那些家伙，他们性格类型都一样。

seeing those guys like it's the same personality type.

我提到这个是因为你之前在谈话中，你正在分解鸟类物种和那些你向我们解释的细节。

The reason I bring that up is because you were earlier in the conversation, you were breaking down and like the species of bird and the amount of detail you just explained to us.

我当时脑子里想的不是鸡柳。

The thought I had in my mind was not about chicken fingers.

你提出了一个重要的观点。

This is an important point you're making.

这是同样的性格类型，你只是指向了不同的领域。

It's the same personality type, you just pointed at a different endeavor.

乔恩·琼斯，可能是UFC最伟大的格斗选手。

Jon Jones, probably the greatest UFC fighter.

UFC是我唯一痴迷且一直观看的运动，因为没时间看别的，每月看一场付费赛事就能了解最新动态。

UFC is the only sport I'm obsessed with and I watch all the time because I don't have time to watch anything else, I can watch one pay per view a month and have an understanding of what's going on.

听过他的说法。

Heard him.

他在那次采访中说了和你一模一样的话。

He said the same thing that you said in that interview.

就像是'哦，你想来挑战我？'

Was like, Oh, you want to come compete with me?

这就是我养家糊口的方式。

This is how I feed my family.

他当时在与超现实的对手战斗。

He was fighting surreal gain.

他研究对手，洞悉每个细节。

He was studying him, understanding the detail.

他说，我知道他往左时会做什么动作，往右时会做什么动作，所有细节都了如指掌。

He's like, I know what he does when he wants to go left and when he goes right and everything else.

他说，我认定这家伙是想毁掉我的传奇地位，想抢走我养家糊口的饭碗，我绝不允许这种事发生。

He goes, I assume that this guy is trying to destroy my legacy and trying to take the food off my family's table, and I will not allow that to happen.

没错。

That's right.

就像你经营生意时投入的那种专注程度。

The same level of intensity that you're applying to your business.

完全同意，老兄。

Absolutely, man.

如果有人来竞争，那就是在和我抢饭碗——我的生计、我的经理、我的员工都靠这家餐厅养活。

If I got somebody coming and compete, you're competing with me, my livelihood and my managers and my crew members depend on this restaurant.

你可以来开店，就在街对面开张。

You can come in, you're coming in, you're open up across the street here.

这些人可都指着这个养家呢。

These people feed their families off this.

我们要全力以赴。

We're going to go at it.

你最好做好准备，因为我们绝不会放弃。

You better be strong because we're not going to give up.

听着，我可是身经百战。

Look, I've done this.

我在这行干了三十年，热情还和入行第一天一样高涨。

I've done this for thirty years and I'm just as fired up as I was the first day.

这种激情永远不会消退。

It never leaves you.

不，这是创业者独有的福报——当创业如此艰难时，你会对并肩奋斗的团队产生深深的感恩之心。

No, it's a blessing that entrepreneurs have because when it's so hard to start your business, you gain this great sense of appreciation, appreciation for your crew that are working so hard besides you.

无上的感恩。

Great appreciation.

顾客们掏出辛苦钱来消费。

Customers coming in, paying their hard earned money to do this.

感恩那些接纳你的社区。

Appreciation for communities that embrace you.

这种感恩之情，正是我们企业文化的根基，百分之百源于感恩，它永远不会消逝。

So that sense of appreciation, which is what our culture is all built off of, 100% off appreciation is it never leaves you.

你永远心怀感激。

You always feel appreciative.

所以你总想照顾好身边的人。

So you always want to take care of people.

有人会说，'哦，我需要卖掉这个价值数十亿的企业'。

It comes in, people are like, Oh, I need this to sell the business worth all these billions.

你根本无需担忧。

You can just not worry.

我就说，'是啊，那然后呢？'

I'm like, Yeah, well, then what happens?

那些养家糊口的管理层会怎样？

What happens to my management who support their families?

那些加入的团队成员会怎样？

What happens with the crew members that come up?

因为如果我卖掉企业，你觉得他们还会保持同样的价值观吗？

Because if I sold the business, you think they might have the same values?

我是说，真的很难找到一个和我价值观相同、怀有同样信念、并具备那种深切感恩之心的买家。

I mean, really hard to find, you know, a buyer that would have the same values that I do and that I believe and have that deep sense of appreciation.

他们收购企业是为了这个。

They bought it for this.

他们希望企业值这个价，因为他们很可能自己也会转手卖掉。

They want it to be worth this because they're probably going to sell it themselves.

他们视之为投资工具，而非助人的载体。

They're looking at it as an investment, not a vehicle to help people.

所以我认为当企业家取得成功后继续发展业务，在成长中取得成功并创造价值时，事业就进入新阶段——从狂热激情和梦想升华为使命。

And so I think when entrepreneurs go and then you get successful and then you grow the business and then you're successful at growth and you create something, it goes to a level, it goes from fanaticism and passion and a dream, then you get purpose.

因此我经营炸鸡事业的使命就是：上帝让我擅长做鸡块是为了帮助人们。

And so my purpose of racing canes is, well, God made me good at chicken fingers to help people.

我这么说的意思是，我有75000名员工。

And what I mean by that is I have 75,000 crew members.

我们有大量兼职人员在岗。

We have so many part time people that work.

我非常喜欢那些来做兼职快餐服务的员工。

I love part time quick service crew members that come in.

我们有个机会。

We have an opportunity.

大多数人的第一份工作都是餐饮零售业。

It's most people's first jobs are restaurant retail.

他们需要进来学习价值观，这些价值观是什么？

They need to come in, learn values, What are those values?

听着，我们要努力工作。

Hey, look, we're going work hard.

我们要开心工作。

We're going have fun.

我们将提供优质的客户服务。

We're going to deliver great customer service.

我们将送上令人垂涎的鸡柳套餐。

We're going to deliver that craveable chicken finger box.

为什么？

Why?

因为人们在这里花费他们辛苦赚来的钱。

Because people are spending their hard earned money here.

这就是我们要这么做的原因。

That's why we're going do that.

而我们赚到的钱，将用于回馈社区。

And what we're going do with the money that we make, we're going to help out our communities.

我们要把这些钱给予需要帮助的人。

We're going to give that to people.

随着业务规模的扩大和发展，这个事业的价值将达到数十亿美元级别。

As we scale this business and it grows, this thing's getting into its values of billions of dollars.

终有一天当我清偿债务时——我现在可是欠着30亿美元呢。

And someday when I clear debt, I'm like a $3,000,000,000 in debt now.

随着我们的发展，只要天遂人愿，我们就能逐步偿还债务。等到自由现金流开始运转时，我们就能大规模帮助他人了。

Eventually with our growth, you know, as we go, God willing, we'll go and then we'll be able to pay down debt and we'll have when I have this free cash flow coming out and doing, we're going to be able to help people in a big way.

我迫不及待想看到企业发展到那个阶段，这才是真正的使命所在。

I can't wait for that phase of our business, but that's purpose, man.

于是你逐渐明白：重要的不是你赚了多少，而是你奉献了多少。

So you start realizing it's not what you make, it's what you give.

这才是更值得追求的记分方式。

That's a better way to keep score.

我们肩负着这样的使命。

We have that purpose.

我希望人们能坚守这份初心。太多优秀的餐饮企业家和创始人——尤其是餐饮业的——他们最终选择出售股权。这些人明明充满热忱，整天说着'我热爱这份事业'。

What want people to do is to keep that purpose because too many great restaurant entrepreneurs and founders of the business, especially in the restaurant business, they sell, they sell and look, they're so passionate about it and they talk about it like, man, I have the passion and I love what I do.

结果突然就把企业控股权卖掉了——私募基金实在太擅长包装收购方案了。

And then all of a sudden they sell a majority stake of their business because private equity is so good at putting that package together.

通常来说，金额在500万到1000万美元之间，因为创业者会把所有资金重新投入业务发展。

Generally, the numbers are 5 or 10,000,000 because entrepreneurs put everything back to the business growing it.

他们验证了成功模式，无论是区域性的还是在国家不同地区都验证可行，从而使其成为全国性品牌。

They prove in a successful model, either regional or they prove it out in different regions of the country, which then make it a national.

估值倍数上升后，他们就会说‘嘿，我们准备入场了’。

Multiples go up and they're like, Hey, we'll come in.

‘我们会给你500万或1000万美元’。

We'll give 5,000,000 or we'll give you 10,000,000.

但他们要取得企业控制权。

But they take controlling the business.

这些创业者就会想‘天啊，我们奋斗了这么久’。

And these entrepreneurs are like, Oh my God, we've struggled so long.

‘我们还在勉强维持生计’。

We're still living by means.

‘我还负债累累’。

I got debt.