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好的。
Okay.
我刚从纽约回来。
I just got back from New York.
我在那儿待了一周。
I was there for a week.
这可能是我这辈子最开心的一次出差了。
It was probably the most fun business trip of my life.
我在这儿记了五个要点，我觉得我们可以一一聊聊。
And I wrote down five bullet points I have here that I think we could dive into.
我想先聊的第一个是
And the first one I wanna dive into is
你上一次去纽约是什么时候？
When was the last time you've been to New York City?
天啊，我差不多十年没去纽约了。
Oh, dude, it's been like ten years since I've been to New York.
就是根本不去而已。
Like, just don't really go.
不过你这次玩得很开心。
Well, you had a great time.
那挺好。
That's good.
每次有人来这儿，我都想当个向导，跟他们说：住这儿其实没那么夸张，反而特别棒。
Whenever people come here, I feel like I wanna be a steward where I wanna be like, look, it's not that crazy to live here and it could be awesome.
而且特别有意思。
And it's exciting.
我不是那种非得支持尼克斯队的人。
And I'm not like one of these guys that's like, I'm not a Knicks fan.
我也不是那种典型的纽约客。
I'm not like a New Yorker.
我只是住在这儿而已。
I just live here.
所以我不想假装自己是那种人。
So I don't wanna like pretend that I'm like a, you know, that type of person.
但我带你逛的时候，真的挺自豪的。
But I felt proud to show you around.
是的。
Yeah.
你确实做到了。
And you did.
而且我觉得在纽约，很多人都有这种感觉，他们会说，嘿，我们要跟这个人出去玩。
Also, I think a lot of people had that in New York because they'd be like, hey, we're going to hang out with this person.
玩的同时顺便逛逛城市，因为这儿事儿多，而且大家对自己了解这座城市、身为城市一员，还能带外地朋友来体验，都挺有成就感的，我觉得这挺棒的。
And it would be half hangout, half city tour because there's, a, there's a lot going on, and b, I think there's a lot of pride in in, like, knowing the city and being a part of the city and bringing friends from other places to the city, which I think is is pretty cool.
第一是信任即服务。
So one is trust, trust as a service.
接下来是营销。
The next one is marketing.
第三个是 proximity（邻近性）。
Third one, proximity.
第四个是 Citi 品牌。
Fourth is Citi brands.
那第五个到底是什么呢？
And the fifth is what is it really?
好的。
Okay.
这五个就是我的关键短语。
So those are the those are my five my five key phrases.
你打算从哪一个开始？
You which one do wanna start with?
第三个？
Number three.
邻近性？
Proximity?
是的
Yeah.
我们经常用这个词。
We use that word all the time.
proximity
Proximity.
我所说的 proximity 是什么意思呢？
So what do I mean by proximity?
Proximity 就是靠得很近。
Proximity is being closely together.
我想念一段我之前和朋友聊天的笔记给你听。
So I wanna read you some notes from one of my hangouts.
我之前和喜剧演员哈桑·明哈吉一起聚过，他以前也上过这个播客。
So I hung out with with the comedian, Hassan Minhaj, and he's been on the pod before.
他有时候会被列在播客的嘉宾名单里。
He's listed on the pod sometimes.
我们虽然相隔遥远，却成了朋友。
We've we've gotten to become friends from afar.
我去过他的办公室，和他团队一起待了待，看了他们是怎么工作的。
And I got to go to his office and hang out and meet his team and see how they work.
我特别喜欢观察不同人是怎么工作的，去他们的办公室看看，这类事情。
I'm a big fan of watching how different people work, you know, go to their office, that sort of thing.
他注意到我和本总在一起。
He saw that me and Ben were together.
现在本住在奥斯汀。
Now Ben lives in Austin.
我住在旧金山湾区。
I live in San Francisco Bay Area.
我们俩并不在同一个办公室工作，但他和团队在纽约市上班。
So we're we're not to get we don't work together in the same office, but him and his team do in New York City.
他每天从康涅狄格州之类的地方通勤到城里上班。
He commutes in from like wherever, Connecticut or something like that to the city to work.
他的主要工作是做播客吗？
Is his main job his podcast?
我不确定，我觉得他不会这么讲。
I don't know if I I don't think he would say that.
我觉得他真正的身份是个创作者，播客大概占他工作的一半，另一半是拍电影、巡演这些事。
I think his main job is just being being a creative of which a podcast takes up maybe half of his pie chart and the other half is movies and and his tours and things like that.
比如奈飞的特别节目之类的。
So it's like Netflix specials, those sorts of things.
他提到过，只要你一走进创意公司的办公室，看到玻璃墙后面那个漂亮的秘书，还有厨房里精致的抹茶，
So he said this thing, he goes, as soon as you walk into a creative office and there's the hot secretary in the all glass windows and the fancy matcha in the in the kitchen.
你就已经偏离重点了。
He goes, you've already lost the plot.
你早就忘了真正重要的是什么。
You've already forgotten what it's all about.
所以他干脆说，这些都不是关键。
And so he was like he he took he's like he's like, it's not about all that stuff.
不是那些玻璃窗、漂亮的秘书和抹茶。
It's not about the the glass and the and the hot secretary and the matcha.
那些东西全都不重要。
It's not about any of that.
重要的是这个。
It's about this.
他递给我一张黄色的便签纸，上面是他亲手写的剧本。
And he hands the me the yellow legal pad where he's handwriting his his script.
他说，关键是墙上这些便利贴，地方都不够用，但我们得想办法挤出来。
And he's like, it's about these sticky notes on this wall, and it's not even enough space, but we gotta figure it out.
第一幕、第二幕、第三幕。
Act one, act two, act three.
这才是真正的活儿。
This is the work.
他说，我想让它紧凑一点。
And he goes, I wanted it to be tight.
我希望我们能靠得近一点。
I wanted us to have close proximity.
他说，这是一种共价键。
He's like, it's a covalent bond.
他当时在谈近距离带来的力量。
And he was talking about the power of proximity.
他说，你知道吗？
He goes, you know what?
我甚至更进一步。
I even take it further.
他说，只要有人来纽约，比如你现在就在纽约，就来办公室吧。
He goes, whenever anyone's in New York, like, you're in New York right now, come to the office.
过来坐坐。
Come hang.
来融入我们这个团队。
Come be a part of this.
你得来工作一天吗？
You need to work for a day?
就在这儿。
Here.
来这儿直接上班吧。
Come work right here.
哦，你们在这儿拍电影啊。
Oh, you're shooting this movie.
需要地方做发型和化妆吗？
You need a place for hair and makeup?
就在那边弄就行。
Do it right over there.
他说，关键是你在这儿，我们一块儿做事的时候，能自然而然地碰上。
He goes, because it's when you're here and we're just doing things, you know, we get to sort of bump into each other.
就是，咱们的原子都能撞到一块儿去。
Like, you know, our atoms get to bump into each other.
好事总会发生。
Good things happen.
我能了解到你那边都在忙些什么。
I pick up a little bit of what's going on in your world.
我就能想出办法帮你。
I figure out a way to help you.
你也能找到办法帮我。
You figure out a way to help me.
我这才意识到，这种近距离的互动，我真的挺想念的。
And that proximity, I realize, is something I really miss.
在旧金山的科技圈里，这种机会挺多的。
You get it a lot in San Francisco in the tech world.
要说纽约，那还得更进一步，因为人更密集。
New York, I would say, is even a level above that because it's even denser.
到处都感觉特别贴近。
Everything feels very high proximity.
我们差不多每小时就换一件事做。
Like we did a different thing every hour, I would say.
每次跟人待个大概九十分钟，然后就去干点别的。
Like we were hanging with somebody for probably ninety minutes at a time, and then we would go do something else.
我们之间任何活动之间的通勤时间，从没超过十分钟。
There was no more than like ten minutes of transit time between anything that we were doing.
简直疯狂。
It was insane.
我们不停地从一件事跳到另一件事。
We were just hopping from one thing to the next.
所以我想到他提到的‘亲近感’——和同事的亲近，和那些你觉得有趣的人的亲近，还有别忘了，这一切到底是为了什么？
And so I thought his note on proximity, proximity with your coworkers, proximity with peers who you think are interesting, and remembering, like, what is it all about?
是为了那些空间、表面光鲜和远程办公，还是为了便利贴、贴身相处，甚至能闻到对方的止汗剂味道？
Is it about the space and the gloss and the remote work and and all that stuff, or is it about the sticky notes and the close proximity and spelling smelling each other's, you know, deodorant?
对。
Yes.
但你在这儿的时候，一直在忙个不停。
But also, like, the time that you were here, you were going, going, going.
结果啥也没做成。
You got nothing done.
你懂的。
You know?
我觉得你其实学到了东西。
I think that you were educated.
你受到了启发。
You were inspired.
这很重要。
You which is important.
而且如果我是哈桑，我一直在写东西——我确实也一直在为这个播客写稿，那在播客开始前两小时，我需要安静的时间。
And also if I'm Hassan and I'm writing all the time, which I kind of am for this podcast, two hours before this podcast, I need quiet time.
没人来找我说话。
No one talked to me.
我一个人待在房间里。
I'm in a room by myself.
他其实也给了我一些不错的灵感。
So he actually gave me some good inspiration for that too.
他说他每周来几天，我们就这么堆着干。
So he goes, I'm here, you know, whatever, couple days a week and we stack it.
因为我跟他碰过面。
Because I met up with him.
我记得我大概十点去的他办公室，对吧？
I think I went to his office at like ten Right?
是的。
Yeah.
对。
Yeah.
那时候我跟你一起吃晚饭。
Was like, I was with you at dinner.
然后我就说，嘿，咱们得去见个人。
And then I was like, hey, we gotta go meet someone.
他们问，谁啊？
They're like, what?
我们去了，我记得大概是九点半或者十点到他办公室的。
And we went, I think I got to his office at 09:30 or ten.
当时有人在吗？
Was it people were there?
他和整个团队都在那儿。
Him and his whole team was there.
我还以为他只是特意等我们呢。
I thought he was just maybe hanging out for us.
不是的。
No.
他当时正在开会。
They he was in a meeting.
我们等了他二十到三十分钟，你知道的。
We waited for him for, you know, twenty, thirty minutes.
然后我们又待了两三个小时，之后他坐火车回家了。
And then we we hung out for another two, three hours, then he took the train home.
这事儿简直太离谱了。
It was it was insane.
他说，不行。
He goes, no.
不行。
No.
现在我都把它们排成堆了。
These days, I stack them.
我跟我的人说，从上到下，一个接一个开会。
I tell my tell my person, like, you know, top to bottom meetings, meeting, meetings.
我们就在这些会里谈事情。
That's where we're talking.
他说，因为接下来三天是安静时段。
It goes, because then the next three days, it's quiet time.
他说：太棒了。
And he said Awesome.
我觉得他干的事是，他在一家多纳滋店楼上租了个办公室。
I think what he did was he like he's like, I rented a office space above a Dunkin' Donuts.
就是你能想象到的最小的写作小屋。
Like the smallest little writer's room you can imagine.
他问：写东西的时候，我能去那儿吗？
He's like, can I go there when it's writing time?
他还提到，我们聊过创作者的时间和管理者的时间，就是那篇论文里说的。
The other thing he said was he goes, we were talking about like maker's time versus manager's time, like the program essay.
你得清楚自己该按哪种日程来安排。
And you gotta know which schedule you're supposed to be on.
你是按管理者的日程在做事吗？
Are you on a manager schedule?
每半小时你都得连续切换场景，见不同的团队，做各种决定。
Well, every 30 minutes, back to back to back, you're context switching, you're meeting a different group, you're making decisions.
或者你是创作者时间，需要大块 uninterrupted 的创作时间，可能一小时看着没啥产出，但你得靠这段时间进入状态，找到节奏，才能真正开始工作。
Or you're maker's time where you need long blocks of uninterrupted creative time that might feel unproductive for an hour of it, but you needed that time to kinda get in the groove and then you get it flow state and you start working.
他说，我跟团队讲了，我就要待在那个唐恩都乐上面。
And he goes, I told my team, like, I need to be above this Dunkin'.
我就得一个人待在那个房间里。
I need to be in that room alone.
没有Wi-Fi，什么都没有。
No WiFi, no nothing.
不只是我跟一本便签纸。
Not just me and the legal pad.
我连笔记本都没带，因为我要写东西的时候，根本不需要它。
Don't even I didn't even take a laptop because I could produce pages.
我一写起来，就跟变魔术一样。
When I produce pages, it's like a magic trick.
我这么做的时候，钱就像下雨一样掉下来。
Money rains from the sky when I do that.
所以你得给我时间来写出这些内容。
So you gotta give me time to generate these pages.
老兄，他这人我真的说不好。
Dude, he's I don't know.
我只是汲取了很多灵感。
I just took a lot of inspiration.
当你遇到一位顶尖领域的创意人或艺术家时，那种感觉跟遇到一个企业家完全不一样。
When you meet someone who's a creative and an artist at the top of their field, it is feels very different than just meeting an entrepreneur.
你知道的，关于这一点，其实有好几种让人受启发的版本。
You know, there's a couple different, like, inspiring versions of this.
比如，你走进埃隆那家正在制造产品的工厂。
Like, if you walk into, like, you know, Elon's factory where he's building things.
对吧？
Right?
或者我们办那个野兽巡演的时候，
Or when we did the Mr.
他说那是全美最大的摄影棚。
Beast tour, he's like, this is the largest sound stage in America.
那哥们儿在那间屋子里困了一年，我们在这儿搭景。
That guy's trapped in that room for a year, and we're building this set over here.
现在我们也算是运动员了。
Now we're an athlete.
或者当你跟运动员聊聊，看看他们的日程安排，再看看他们是怎么琢磨这些细节的。
Or when you talk to an athlete and you see their schedule and you see how they think about all these little things.
他们对身体和恢复的重视程度，先不说训练，光是恢复这块就让人佩服。
How seriously they take their body, their recovery, forget the workout, the recovery is impressive.
所以，在这些顶尖高手身上，总有一些小细节能让你突然意识到：原来把状态调到十二分，无论是运动能力、搞建设，还是在这个案例里的创作过程，都是长这样的。
And so there's these little pockets of like world class people when they make you realize like, Oh, that's what it looks like when you dial up to twelve, whether it's athleticism, whether it's building, or in this case, it's about the creative process, creative work.
所以那次真的挺受启发的。
And so that was was pretty inspiring.
所以我去你办公室的时候，看到你其实打造了一个注重近距离协作的空间。
So you have I went to your office too and got to see you know, you built basically a place for proximity.
人们在哪些方面低估了这种设计的价值？
In what ways do people underrate it?
它到底给你带来了哪些意想不到的突破？
In what ways does it unlock you?
给我举个具体的例子吧。
Give me give me something on it.
是的。
Yeah.
我这儿就有一扇门，门上装着一个录制指示灯。
So I need I have a door right over here, and it has a recording light on there.
大家都知道现在不能随便进来。
So no one people know not to come in here right now.
即使我不在录音的时候，我也经常把灯开着。
And I keep that on a lot even when I'm not recording.
但每隔大约四十分钟，我就会停下手里活儿，起来走走。
But then every probably forty minutes, I quit what I'm doing and I just walk around.
办公室里有人对我有意见，说我就盯着他们看。
And people get mad at me at my office because they're like, you're just staring at me.
我说，不是这样的。
And I'm like, no.
我只是想随便插进几句对话，听听他们在聊什么。
I just wanna, like, pop in on different conversations and listen.
我经常这么做。
And I do that all the time.
我记得有个说法，叫什么来着？
I think that there's a phrase, what's it called?
就是‘漫步式管理’，像CEO那样在车间里转悠，根本不是为了查岗，纯粹就是想看看情况，顺便发现点问题，帮着解决一下。
Like, managing by wandering where it's like, you know, like the CEO would, like, walk around, like, the factory floor with zero intention other than just to learn and see what's going on and occasionally find a problem and help solve it.
我天天这么干，特别喜欢。
And so I do that all the time and I love it.
这让我特别开心。
It makes me happy.
所以有个笑话，你大概能想象出来。
And so there's a joke where you can kind of see it.
我们现在用的是磨砂玻璃，因为他们说我会盯着办公室里的人看。
We have like frosted glass now because they say that I would just like stare at people in the office.
就像，我
Like, I
偶尔会有人抱怨吧？
sometimes Or a few complaints?
是的。
Yeah.
有时候我会突然走进会议，就坐在那儿一言不发，然后默默走开。
Sometimes they'll just like pop into meetings and I'll just sit and I won't say a word and then I'll walk out.
我特别喜欢这么做，因为能让我了解情况，知道大家怎么想，有什么看法。
And I love doing that because it helps me learn what's going on and how people feel and what people's opinions are.
说实话，我特别喜欢这么做。
And I frankly love doing that.
但我确实需要大量的安静时间。
But I do require like lots and lots of quiet time.
对。
Yeah.
这就像一种杠铃策略。
It's like a barbell strategy.
对吧？
Right?
你要么有极高密度的面对面交流，真实的互动，近距离的偶遇；要么就彻底隔离，专心投入结构化的思考和工作时间。
You wanna have extreme high contact, ground truth, close proximity, serendipitous interactions, and then you wanna have structured, isolated thinking time, working time that's, like, highly secluded.
最理想的状态就是能自由切换这两种极端，而不是卡在中间地带——比如一堆视频会议、几条Slack消息、一些浅层接触，却从没真正深入过任何一个人或任何一项工作。
And that seems to be the optimal is to be able to have the ability to go far in either direction and not just stay in the kind of, like, weak middle where it's like a lot of Zoom calls and, you know, some Slack messages and a bunch of light touches, but never really going deep on anything with any people or any work.
我还雇了个便宜的设计师。
And I also hired a cheap designer.
我的办公室并不豪华，但我希望它看起来舒服悦目，因为我想待在这里。
My office isn't particularly fancy, but I wanted it to look like aesthetically pleasing because I wanted to be here.
所以我走的路跟他不太一样。
So I took a little bit of a different route than him.
还有哪几个呢？
What's the what are the other few?
好的。
All right.
我之前是这样做的。
So I had
好的。
All right.
这一期完全讲的是卓越。
So this episode is all about excellence.
之前我分享过自己生活中追求卓越的个人方法。
A while back, I shared my personal framework for building excellence in my own life.
HubSpot 的团队把它做成了一个为期三十天的操作系统，你现在就可以去看看。
The team at HubSpot turned it into a thirty day operating system that you can check out right now.
它把花了我十年才摸索出来的那些方法拆解开来，清楚地展示我每天是怎么用的。
It breaks down the systems that have took me ten years to figure out and shows how exactly I use them day to day.
这些方法真的彻底改变了我的生活。
These are systems that genuinely changed my life.
所以如果你想打造更好的生活，扫描二维码或者点击简介里的链接吧。
So if you wanna build a good life, scan the QR code or click the link in the description.
好了，我们继续回到节目。
Now let's get back to the show.
我做过市场营销，也建立过信任，还打过Citi品牌，但到底这意味着什么？
I had marketing, I had trust, I had Citi brands, and I had what does it really mean?
到底什么意思？
What's it really mean?
好吧，这其实一直是我反复讨论的一个主题。
Okay, so this has been a long recurring theme.
我的意思是，大家通常都在找什么新的洞见。
What I mean by that is everybody's typically looking for some new insight.
但我反而看重那些反复出现的洞见，因为这意味着还有更深的东西可以挖掘。
I actually value a repetitive insight because it means there's more to learn.
这说明其中的信号可能更强。
It means there's probably higher signal.
比如，如果同一个教训在两年内出现三四次，我就会更重视它。
Like if I hear, if the same lesson comes up three or four times in a two year span, I add more weight to it.
但我觉得大多数人听到这种话，就是随便应和一下，早就知道了。
Whereas I think most people, yeah, yeah, yeah, I know.
我觉得大多数人对待听过的东西，都是这样敷衍的。
I think that's how most people treat things that they've heard before.
所以我想起几年前在这档播客里提过，我参加过一个活动，见到了Tiny公司的那几位，安德鲁和他的合伙人克里斯，后者没那么出名。
So I think on this podcast I mentioned a couple years ago, I was at an event with the guys from Tiny, Andrew and his business partner, Chris, who's much less well known.
当时吃饭时，有个人在讲他曾经失败过的一段创业经历。
And I was sitting at dinner and this guy was talking about a business he had failed in.
他说，每当我听到这种话，哎，你知道的，但我真的学到了很多。
And he said the thing that every oh, you know, but but I learned so much.
然后克里斯问：那你学到了什么？
And then Chris goes, what did you learn?
那人就说：哦，学到了好多。
And then the guy's like, oh, so much.
克里斯又问：那最重要的一条是什么？
He goes, so what's the main thing you learned?
那人顿时语塞，支支吾吾说不出话来。
And then the guy was like he's fumbling and stumbling.
他根本想不出该说什么。
He couldn't really figure out what to say.
后来他举了个例子，我现在记不清具体细节了，但大概就像：要是我开了一家餐厅，结果倒闭了，然后我说，我学到的是，下雨季别开店。
Then he said something that was like, I don't remember the specific example now, but it would be like if I if if I had started a restaurant and my restaurant failed, and then I was like, I learned you shouldn't start a business when it's rainy season.
你居然学到这个？
And it's like, that's what you learned?
这说明你根本没学到正确的教训。
And it was like, that you didn't even learn the right lesson.
克里斯直接指出了这一点。
And Chris basically pointed this out.
他说他接触过太多创业者了。
He goes, I've talked to so many entrepreneurs.
我很少觉得有人真正从经历中吸取了正确的教训。
He very rarely do I feel like somebody actually learned the right lesson from the thing.
这种情况一再出现。
And this kept coming up.
这种事我遇到过很多次了。
You know, this has come up for me many times.
那这到底意味着什么？
And so what does it really mean?
我觉得这是个非常重要的问题。
I think it is a is is a very important question.
我觉得人们花的时间还不够多。
I don't I don't think people sit with enough.
所以我给你举几个例子吧。
And so let me give you maybe a couple of examples.
我们见过加里·维纳查克的得力助手尼克·迪奥，之前在这档播客里我们聊过他这份非常特别的工作。
So we met up with Gary V's right hand man, Nick Dio, who we've talked about on this podcast for a very unique job.
加里·维纳查克公众形象很强，但他不可能同时出现在每个地方。
So Gary V, big public persona, but he can't be everywhere at once.
所以他有个得力助手尼克，简直就是加里的延伸。
So he's got this guy, Nick, who's his right hand man, and he's basically an extension of Gary.
尼克会为加里圈子里那些他认为很厉害的人办晚宴。
Nick will host dinners for people that people in the Gary orbit who thinks are cool.
他们只管付账。
They just they pay the bill.
就是把有意思的人聚到一起。
They bring cool people together.
加里根本就没在场。
Gary's not even there.
他过来跟我们碰了面。
He met up with us.
他说他刚从康城飞过来，你知道的，就是那个……
He's like, I just got off a flight from the con what is it?
戛纳电影节。
Cannes Film Festival.
他在巴黎待了一整周，然后说：‘你们明年一定要来。’
And he was there all week in Paris and then was like, oh, you guys gotta come next year.
加里的精力真是没得说。
And And Gary's of energy.
你跟大家说说他去参加电影节的事了吗？
Tell everyone that he went to con?
哦，这次加里其实是在的，但就是人手还是不够。
Oh, I think Gary was there in this case, but it's like they needed more manpower.
所以我们跟他聊的时候，我就问他，你觉得大家平时都怎么看你？
And so we were talking to him, and I was like, I think the the simple explanation that everybody you know, I I kinda asked him.
我问他：大家觉得你是做什么的？
Was like, what what does everybody think you do?
他说：哦，大家都以为我就是整天参加派对，喝酒品酒，跟一些年轻人混在一起。
He's like, oh, everybody thinks I basically just go party like, you know, drink and dine wine and dine with like, you know, gay children.
我就问：那你到底实际做的是什么？
I said, what do you so what do you really do?
当你真的去问一个人‘你到底在做什么’的时候，这事儿特别有意思。
And it's very interesting when you ask somebody, what you really do?
他说：确实，大多数人从不问这个问题，但我觉得你是真心想知道，那我就告诉你。
And he goes, that's a great he goes, you know, most people don't really ask that, but, you know, I think you're genuinely asking, so I'll tell you.
他给我讲了两个故事，我觉得特别棒。
And he gave me two stories that I thought were pretty dope.
他第一句话就说：无论你走进哪个社交场合，总会有那么一点空隙。
The first thing he said was he goes, every room that you're ever in socially, there's some slack.
每个房间在某些方面都有点冷场。
The room is slacking in some way.
他说，社交场合总有一种说不清的冷场感，可能音乐太响了。
So he goes, there's a social slack that nobody can really put their finger on, but maybe the music's too loud.
也可能太冷了。
Maybe it's a little too cold.
可能那个人不知道该跟谁搭话。
Maybe that guy doesn't know who to talk to.
可能酒水不够，或者根本没酒。
Maybe the drinks are maybe the maybe there's no drinks.
大家都需要点喝的。
We all need some drinks.
可能房间里分成两拨人，彼此都不认识。
Maybe it's there's two groups that don't really know each other.
他们还没在这间屋子里打通隔阂。
They haven't bridged the gap yet in the in this room.
也许三小时后他们会，但我能在头三十分钟内做到吗？
Maybe they will in three hours, but can I do it in the first thirty minutes?
因为这会改变整个晚上的氛围。
Because it'll change the way the night goes.
他说，房间里总有一种说不清的疏离感。
He goes, there's always this social slack in the room.
我特别擅长发现这种疏离感，然后想办法搅动一下，让每个房间的气氛都变得更好。
And what I'm really great at is identifying that social slack and picking it up, finding a way to like stir the drink so that it tastes better of every room that I'm in.
人们甚至不一定意识到我做了什么，但我的目标是提升房间里每个人的整体体验。
And people don't really even necessarily notice what I did, but the goal is to elevate the experience for everybody in the room.
但他们确实从中受益了。
But they benefit from it in some capacity.
能举个例子吗？
And what's an example?
没错，就是这样。
Yeah, exactly.
他举了几个例子。
So he gave a couple of examples.
你有没有看过尼克斯队夺冠时的那个画面？
So I don't know if you saw this when the Knicks won the championship.
当时有个视频火了，是杰伦·布伦森在一家小餐厅里敬酒，他当时说了一句‘F Wemby’。
There was a viral clip of Jalen Brunson toasting in this small restaurant, and he basically was like, f Wemby.
有人偷偷录了下来，本来他没打算让别人拍，结果视频泄露了，一下子爆红全网。
And then somebody had record he didn't mean for it, but somebody had recorded it, and it leaked, and it, like, got out, and it it went, like, mega viral.
那时候正好发生了这事。
Well, that was happening.
尼克斯队赢了冠军赛后，去了加里开的社交俱乐部——Fly Fish，就在我们坐的那间寿司吧台里。
They the Knicks, after their championship game, they went to Gary's social club, his place, Fly Fish, and they were in the room we were in where they have this, like, Omakase sushi room.
他就说：‘兄弟，就是那把椅子，就在这儿。’
And that's he's like, dude, dude, that was the chair right there.
你看。
Look.
看看这个视频。
Watch the video.
就是这儿，Exactly这个位置。
This is this this is the exact spot.
他说，因为我之前一直跟他们建立关系，当他们想找个酷一点的地方庆祝时，就选了这里。
And so he's like, you know, through the relationship building I had done, when they decided, hey, we want a cool place to celebrate, they decided to come here.
如果尼克斯队时隔五十年首夺冠军的庆祝活动是在这儿办的，那对我们的餐厅品牌来说，绝对是天大的好事。
That's obviously very good for the brand of like, if that's where the Knicks celebrate their first championship in fifty years, it's obviously gonna be very good for our restaurant chain or for our concept.
对吧？
Right?
这确实挺厉害的。
That's pretty cool.
这对我们的会员俱乐部也是好事。
And it's good for our members' club.
这就是其中一个例子。
So that's like one example.
他又举了个例子，说做事要非常有目的性。
He he gave another example of like being very intentional.
他说，如果加里开始对街头服饰和新潮时尚感兴趣，那我就会主动去认识街头时尚领域里最有趣的150个人，做些有意思的事。
So he's like, if Gary starts to get into streetwear and new fashion, then he's like, my he's like, then I basically go and I try to meet the 150 most interesting people doing interesting things in streetwear and fashion.
我去找他们的时候，没有任何目的。
I go into them with no agenda.
我只是想认识他们，了解他们，帮他们做点力所能及的事。
I'm just trying to meet them, understand them, help them, do whatever I can with them.
但慢慢地，他们就成了我们网络中的一员。
But now they're part of our network.
果然，其中一个人开始筹钱了。
And then sure enough, like, one of them is raising money.
我们投了资，结果呢，一下子出了个爆款产品。
We invested in it, and boom, it's this, like, you know, this hit product that that comes out of it.
其实一开始，我们根本没想到会是这个结果。
He's like, we didn't know going in that would be the win.
谁知道呢？
Who knows?
也可能是别的事，但咱们没必要非得知道具体是哪一件。
It could have been something else completely, but we don't we don't have to know where.
我们知道至少有五个接触点。
We know we have, like, five touch points.
也许他们会来上我们的播客。
It's like maybe that they're gonna come on the podcast.
也许会变成一项投资。
Maybe it's gonna be an investment.
也许他们会成为朋友。
Maybe they're gonna be friends.
也许他们会带来特别深刻的见解。
Maybe they're really insightful.
他们会教给我们一些东西。
They'll teach us something.
也许根本就无所谓那到底是什么。
Maybe it's the who knows what it is?
我不需要一开始就弄清楚那是什么。
I don't need to know what it is up front.
我会抱着开放的心态去经历，事后自然会明白。
I'll go in with no agenda and pick it up on the other side.
好了，各位，我简单说一下。
All right, everyone, I'm gonna make this quick.
如果你是我早期节目《我的第一个百万》的忠实听众，可能还记得一个叫本·威尔逊的人。
So if you're an OG listener of my first million, then you might remember a guy named Ben Wilson.
本·威尔逊是我们做播客初期的制作人。
Ben Wilson was Shaan and I's producer early on in the podcast.
他还有一个特别棒的节目，叫《如何掌控世界》，我们特别喜欢。
He also has his own amazing podcast called How to Take Over the World, which we love.
他最近一直在与癌症抗争，刚刚公开了这个消息。
And he's been battling cancer and he just announced it.
我们早就知道这件事了，但他前几天才在推特上公开宣布。
We've known about it for a little while, but he just announced it on Twitter the other day.
我之所以在这里提，是因为他宣布的时候提到过一个GoFundMe链接，建议大家去看看。
And the reason I'm talking about it here is because when he made his announcement, he did say that he had a GoFundMe that you should check out.
你去推特上搜他，就能找到那个链接。
You should look him up on Twitter, and he linked to that.
他还说明自己得了四期高级别神经内分泌癌，这病我也不太懂。
But he also explained that he had stage four high grade neuroendocrine carcinoma, which I don't know too much about that.
他说癌细胞已经扩散到大脑、骨头、肺和肝脏了。
But he says it's his brains, his bones, his lungs, and his liver.
他现在正在设法获取一种叫Tarlatumab的药，非常特殊，很少见。
And he's trying to get hold of a very specific and uncommon type of drug called Tarlatumab.
抱歉，这种药名我念不准，但确实是种很特定的药物。
I'm sorry, I can't pronounce these things, but it's a very specific thing.
如果你从《My First Million》里获得过价值，或者你也在关注这类事，我们只是想帮大家了解Ben正在经历的一切，你可以在推特上搜Ben Wilson。
And so if you have ever gotten value from My First Million, and also if you are in this world, we're just trying to raise awareness for what Ben's going through, then you can look up Ben Wilson on Twitter.
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他拍了一段十六分钟的视频，特别鼓舞人心，谈到了自己的诊断和正在面对的一切。
He has a sixteen minute video that's quite inspiring where he addresses his diagnosis and what he's facing.
我觉得真的特别有力量。
And I find it actually quite inspiring.
他有一句话特别棒：你应该像活着一样去生活，而不是像在等死。
He's got this amazing line where he's like, You should live like you're living, not live like you're dying.
你一定要去看看这个视频。
And so you should watch that.
如果你愿意通过他的GoFundMe支持他，他也在里面留下了联系方式。
But also, if you do wanna support him via his GoFundMe and also he leaves his contact information.
如果你身处这个圈子里，能以任何方式帮上忙，他的信息都在那儿。
So if you're in this world where you can help him in any way, his information is all there.
去搜一下Ben Wilson，他在Twitter上。
So look him up, Ben Wilson on Twitter.
我们也会在Spotify、iTunes和YouTube上附上这个链接。
We'll also link to this in Spotify, iTunes, and YouTube.
加里确实很容易被调侃，首先是因为我特别喜欢他。
Gary's easy to make fun of because, first of all, I love him.
我觉得他真的很棒。
I think he's awesome.
我不是在笑话他，但网上很多人因为他嗓门大、一直做内容，就给他找麻烦。
I'm not making fun of him, but people give him a hard time online because he's, like, loud and he's been doing content.
他还总说些傻乎乎的有趣话。
And he and he says silly fun stuff.
还有件事，别人可能会嘲笑说，他就是请个人替他去参加派对。
And this is another thing where people would maybe mock like, oh, he just hires this guy to go party for him.
我得承认这一点，但我觉得这特别棒。
And so I wanna acknowledge that, but I think this is awesome.
我觉得加里做过很多事，都走在了前面。
I think that Gary has done so many things that have been a bit ahead.
他经常做各种预测，当然也不是每次都对。
And makes a ton of predictions, and he's not right all the time.
但他一直做社交媒体，做得这么久了，结果全都被他说中了。
But like the fact that he's like been doing social media like he's been doing for forever, and he was totally right.
然后看到他这么做，我觉得这听起来既荒唐又厉害，而且可能真的很有好处。
And then just like having this, I'm like, this sounds like ridiculous and awesome, and it could be very beneficial.
是的。
Yeah.
对。
Yeah.
没错。
Exactly.
我跟他说过，这就像你听说勒布朗·詹姆斯每年花一百万美元保养身体，你第一反应肯定是：天啊，这也太夸张了吧。
I think it's it's it I told him, I said, this is the equivalent of if you ever hear that stat that LeBron James spends a million dollars a year on his body, and it's like, woah, that's a lot.
你是不是觉得他疯了？
Like, you know, is he crazy?
但他会说，没有啊。
And he's like, no.
你疯了吗？
Are you crazy?
他是勒布朗·詹姆斯。
He's LeBron James.
他的身体就是他的产品。
His body is the product.
当然了，这回报率简直高得离谱。
Of course, he's gonna what an incredible return on investment.
他现在还在打NBA的第23个赛季。
He's now playing in year '23 in the NBA.
那一百万美元，简直帮他撬来了两份四千万的合同。
Like, I think that million dollars just unlocked another $40,000,000 contract twice.
你是在开玩笑吗？
Like, are you joking?
这还用说吗？
That's that's obvious.
所以，在你的领域里，什么样的投入能相当于这个水平呢？这可是我最喜欢的一个思维实验问题。
So what is the equivalent in in your niche is a very good it's one of my favorite, like, kind of thought experiments questions.
如果你每年花一百万美元来投资自己的身体，那在你做的事上，会是什么样子？
Like, what would be the equivalent of spending a million dollars a year on your body for for whatever you do?
我觉得我以前讲过这个故事，关于我的高管教练。
I I think I've told this story about, like, my executive coach.
他自掏腰包花了一百万美元，去向各个领域最顶尖的教练学习。
He spent a million dollars of his own money learning from the best coaches of all the different modalities.
比如说，如果有人在某种身心疗法上特别厉害——
Like if somebody's really good in like whatever, somatic therapy.
我其实也不太懂那是什么，但总之吧，
I don't even know what that is, but like whatever.
他就会去找世界上最好的那个人。
He'll go find the best in the world.
然后去问对方：‘有没有可能，让我用两周时间，跟你一对一沉浸式地学一学？’
He'll approach them and be like, Hey, is there any way I get kind of two weeks of immersive one on one training in this?
你开个价。
Name your price.
他用了两年时间，找遍了全球十五位顶尖教练，花了一百万美元。
And he did that with like, you know, 15 of the best coaches in the world over a period of two years and like spent a million dollars.
这不仅让他有了段特别棒的经历，
And because of it, he's like, a, what a cool experience.
而且也让我自己成了更有价值的教练，因为我现在对各种领域都相当熟悉。
And b, like, I made myself more valuable as a coach because I now, like, I'm well versed in in different different domains that I got.
我先是跟全球顶尖高手深入学习，之后又持续多年坚持自我练习。
And I I started with a deep dive with the world's best, then I continued for years after that of my own self practice.
好的。
Alright.
接着说第四条。
Go to number four.
我记得好像是纽约的品牌？
I think it was New York brands?
是的。
Yes.
城市品牌。
City brands.
我觉得特别有意思的是，世界上真正有品牌感的城市其实没几个。
So I think it's really interesting how there's only a few cities in the world that have brands.
比如纽约，它就是一个有品牌的城市。
Like, York has a brand.
纽约有一种独特的风格。
New York has a look.
它有一种独特的氛围。
It has a feel.
它有一种独特的声音。
It has a sound.
它有一种独特的气质。
It has an attitude.
它有一种独特的气质。
It has an aura.
它让人有非去不可的理由。
It has a reason to go there.
就像任何成功的品牌一样，它有一群死忠粉丝。
It has like any great brand, it has loyalists who swear by it.
它也有一堆黑粉。
It has haters.
我是在休斯顿长大的。
Like, I grew up in Houston.
休斯顿没什么品牌感。
Houston has no brand.
人口不少。
Got a lot of people.
经济规模也挺大。
Got a good sized economy.
那这个品牌是什么？
What's the brand?
就是那种感觉。
Like, it's like Yeah.
有点像一个石油天然气重镇的样子。
It's kind of a good gas town kind of.
这到底是什么意思？
What does that even mean?
就是因为它还算比较新。
It's like it's just that it's kinda new.
石油和天然气算是相对较新的产业。
Like, oil and gas is like a relatively new thing.
几十年了，算不上很久，但确实算新的。
It's only many I mean, it's many decades, but it's yeah.
算是比较新的。
It's kinda new.
不过，底特律，我觉得它是有一个的。
But, like, Detroit, you know, has one, I think.
纽约也有，但很多地方都没有。
New York has one, but yeah, lot of places don't.
拉斯维加斯有自己的品牌。
Las Vegas has a brand.
旧金山和洛杉矶都有品牌。
San Francisco, LA have a brand.
纽约也有品牌。
New York has a brand.
其实没几个城市有这种品牌。
There's not that many places that have brands.
我觉得这中间是缺了点什么。
And I think there's a it's kind of a miss.
如果你真想让一个城市更有吸引力，那就应该有明确的品牌定位，主动去打造它。
You know, like, I think if you're if you're actually, like, trying to make a city attractive, you wanna have a brand and be intentional about it.
我其实也跟一位NBA球队老板说过这个观点。
I actually think I told this to an NBA team owner too.
很少有NBA球队真正拥有自己的品牌。
Very few NBA teams have a brand.
如果你没有品牌，那就只是个商品。
And when you're not a brand, you're a commodity.
等于在说，来这儿打球和去别的地方打球没什么区别。
You're basically saying coming and playing here is just the same as coming and playing somewhere else.
不过有几支球队确实有品牌，可能是因为他们所在的城市。
Now there's a couple of teams that have a brand, maybe because the city they're in.
对吧？
Right?
迈阿密、洛杉矶、纽约。
Miami, LA, New York.
真正有品牌的是城市，而不是球队本身。
The brand is really the city, not the team.
不过确实有几支球队拥有自己的品牌。
But there's one there's there's been a there's been a couple examples of teams that have brands.
我不太懂篮球，但我记得好像是76人队或者活塞队？
I'm not a basketball guy at all, but, like, I know that, like, was it the seventy sixers or the Pistons?
那个以强硬著称的球员是谁？
Who was the tough guy?
那些球员。
The the boys.
坏男孩军团。
The bad boys.
坏男孩活塞队就是一个典型的品牌案例。
The bad boy Pistons is an example of a brand.
他们给球队起了个名字。
They gave it a name.
那感觉真的很酷。
It was cool.
他们推出了周边商品。
They made merch.
他们引进了能强化这个形象的球员。
They brought players in that reinforced the brand.
这成了一种潮流。
It became a thing.
它代表了一种精神。
It it embodied it stood for something.
有些人讨厌他们。
Some people hated it.
觉得他们打球太脏。
They thought they were dirty.
但也有人特别喜欢他们。
Other people loved it.
说他们够硬朗。
They said they were tough.
或者密歇根的‘Fab Five’，我觉得是他们。
Or the Fab five in in Michigan, I think.
‘Fab Five’就是这么回事。
Fab five was an exact exactly.
‘Fab Five’是另一个例子。
Fab five was another one.
他们穿黑色长袜，宽松的短裤。
They wore all black socks, baggy shorts.
对吧？
Right?
品牌到底意味着什么？
What does a brand do?
它要有独特的风格、视觉形象、标志，一个完整的品牌符号。
It has a look at an aesthetic, an icon, a visual, a brand, a logo.
现在来说，我觉得真正有这种品牌气质的球队，只有迈阿密热火。
And so the same thing right now, the only team I would say that truly has that kind of a brand is the Miami Heat.
他们有个说法，叫‘热队文化’，每个地方都这么提。
Have this thing that every reference is called heat culture.
大家总说：‘哦，对，这就是热队文化。’
And they say, oh, well, there's heat culture.
热队文化其实就是那样——有点像海豹突击队。
And heat culture is basically like, we they don't it's kinda like Navy Seals.
你来了之后，每天都要称体重、测体脂，体脂超标就没资格上场。
Like, when you come, you get weighed in every day with your weight and your body fat, and you have to be under a certain body fat or you don't get to play.
其他很多NBA球队都会迁就自家球星，不敢轻易惹麻烦。
And like a lot of other NBA teams cater to their stars and, you know, they don't really they don't wanna, like, rock the boat.
但迈阿密不一样，他们说：不行。
Whereas Miami's like, no.
这才是热队文化。
This is heat culture.
这才是热队文化的一部分。
This part of heat culture.
如果你来这儿，你就该明白热文化到底意味着什么。
If you came here, you should know what heat culture is all about.
想想那些最出色的公司、最棒的城市，它们都有自己的文化。
And if you think about the best companies, the best cities, they have a culture.
它们都有自己的品牌。
They have a brand.
吸引人来的，正是那些认同这种文化、专为它而来的群体。
And then the people who get there's people who get attracted to that, who come there for that.
哪怕有些人最初不是冲着这个来的，最后也会调整自己的行为，去适应这种文化、这个品牌。
And when even people who aren't didn't come there for that, they will change their behavior to fit the culture, to fit the brand.
我知道这儿只奖励和尊重那些敢想敢干、行动力强、真正做实事的人，那我就带着这样的自己来参与。
I know that this place only rewards and respects people who are bold, people who take action, people who do x y z, then then I'm gonna bring that version of myself to the party.
这确实挺厉害的。
That's pretty cool.
这个观察很到位。
That's a good observation.
我觉得康涅狄格大学就有这种文化，因为我看过《60分钟》里那个记者或者教练的采访，当时大家都说，赢并不是一切。
I think UConn had that because I saw the sixty Minutes guy or the coach on sixty Minutes, and it was like people are like, well, winning isn't everything.
但他却说，在我们的文化里，赢就是一切。
He's like, in our culture, winning is everything.
我们来这里就是为了赢。
Like, we're here to win.
我觉得旧金山也有这种文化。
And then I think SF has one.
旧金山确实有。
SF has one.
我觉得旧金山的这种文化没那么刻意，它不像科技圈和旧金山是两回事。
I would say it's a little less intentional, and it's not really it's like there's the tech scene in SF, and then there's SF.
旧金山本身其实挺反感科技圈的。
SF kinda hates the tech scene
对。
Yeah.
尽管它是旧金山增长的主要推动力。
Despite it being the driver of growth in SF.
然后还有科技圈，它自己也有个独特的标签。
And then there's the tech scene, which has its own little brand.
但让我觉得挺奇怪的是，好像没人能代表整个城市，毕竟它不是一个公司。
But it it just kind of like stood out to me that like, I think it's hard because there's nobody who like it's not a company.
对吧？
Right?
没有哪个
There's not like a
是的。
Yeah.
但市长还有四年时间，可以稍微做点什么。
But the mayor has four years to kinda like somewhat
没错。
Yeah.
但你说，现任市长是谁？他真有那种世界级领导人的能力，能把这事做成吗？
But like, you know, who's the mayor and are they the kind of world class leader that can build this?
然后，这种领导力能顺利交接给下一个人吗？
And then can you kinda hand it off from one person to the next?
这事儿真的特别难。
It's it's a really tough thing.
但一旦真有了，那优势可太明显了。
But man, when you have it, what an what a competitive advantage.
因为对吧？
Because right?
你招人，人家就愿意搬过来。
Like, you recruit, you move there.
我们其他朋友去了一趟，也都搬过去了。
And so did our other friends that we all visited.
所有人都搬过去了。
They all moved there.
他们又不是生在曼哈顿、长在曼哈顿的。
It's not like they were born and raised in Manhattan.
你知道的。
You know?
是这个地方吸引人才。
It's it attracts talent.
一旦吸引来人才，就会吸引特定类型的人。
And when you attract talent, you attract certain type of people.
吸引的是收入能力。
You attract earning power.
吸引的是一大堆东西。
You attract all kinds of things.
然后呢，要是有个良性循环在转起来的话。
And then, you know, if there's a flywheel that that spins.
嘿。
Hey.
咱们先休息一下。
Let's take a quick break.
你有没有过这种感觉？策略定好了，brief写完了，大家都达成一致了，结果才发现还得有人坐下来把所有内容真真切切地做出来？
You know that feeling when strategy is done, the brief is written, everyone's aligned, and you realize someone still has to sit down and actually create all the content?
这个人通常就是你，而且明天就得交稿。
That someone is usually you, and it's due tomorrow.
不过，HubSpot的Breeze助手能帮上忙。
Well, the Breeze assistant from HubSpot can help.
它直接集成在HubSpot系统里。
It works right inside HubSpot.
你可以用你品牌的语气，结合真实的客户数据，快速起草活动文案、博客文章、邮件内容。
You can draft campaign copy, blog posts, emails, all in your brand voice, all using your actual customer data.
你做的不只是内容。
So you don't create just content.
你做的是能带来转化的内容。
You create content that converts.
去 hubspot.com 看看吧，这是专为成长型业务打造的智能客户平台。
Check out hubspot.com, the agentic customer platform for growing businesses.
那最重要的一点是什么？
What about the number one thing?
第一点到底是什么？
What was number one?
信任。
Trust.
明白了。
Okay.
我在加里·维纳查克的俱乐部碰上一个人，是个叫 Jack's Dining Club 的 Instagram 创作者。
So one person I bumped into at Gary Vee's Club or whatever was this Instagram or creator called Jack's Dining Club.
你听说过这个人吗？
Do you know
这个叫 Jack 的人？
this guy, Jack?
他现在最火了。
He's the he's the hottest thing.
他具体叫什么名字？
What is the exact name?
是叫Diner Club吗？
Is it diner club?
我关注他。
He's like I follow him.
他大概二十二三岁，已经有几千万粉丝了。
I think he's 22 or 23, and he has tens of millions of followers.
明白了。
Alright.
叫Jack's Dining Room，他还搞了个品牌叫Yes Chef。
Jack's dining room is the is the name, and then he's got this brand called Yes Chef.
我认识这个叫Jack的人。
So met met this guy, Jack.
然后本就说，天哪，我超爱你的视频。
And, you know, Ben was like, oh, dude, I love your videos.
大家都说，特别喜欢你的视频。
Everyone's like, love your videos.
我之前完全没跟上潮流。
I I was out of the loop.
我根本没看过他的任何内容。
I didn't really know any of his contents.
但我后来拿了本的手机。
But I started I grabbed Ben's phone.
就开始看他的那些视频。
I started watching some of his content.
这 guy 做的东西真挺有意思的。
Pretty fascinating what this guy's doing.
他视频的核心开场白是：我们现在在巴黎最好的三明治店。
The core video hook of what he's doing is we're here at the best sandwich place in Paris.
然后他就说，手里拿着个三明治。
This is a and then he's like, he's got a sandwich.
他说这是加了芝士、蛋黄酱和第戎芥末酱的三明治，随便什么名字吧。
He's like, this is a cheese and mayo, Dijon sand, whatever.
然后他又提到可颂，说哥们儿，这玩意儿一口下去……他就咬了一口。
And he's like, the croissant, and he's like, dude, this thing is and he takes a bite.
他特别爱吃。
And he loves it.
而且这个人的品牌做得相当厉害。
And this guy's brand is pretty incredible.
他现在做了一些特别的项目。
Like, he has these things he does now.
你看过他的那个 Reserve Club 吗？
Have you ever seen his, like, Reserve Club?
没看过。
No.
但他其实有一整套品牌，叫Beehiiv。
But I he he has a whole suite of brands called Beehiiv.
去他的Instagram看看那些精选活动的视频，要是能看得到的话。
Go to his Instagram and watch one of the reserve videos if you can see it.
basically，你得花一千美元，甚至更多，
Basically, it's these, like, you pay, like, a thousand or more than a thousand dollar.
比如几千美元，跟十个人左右组成一个团，体验一场顶级的美食之旅。
Like, you know, say thousands of dollars to go as a group of, like, let's say 10 on, like, an unreal culinary experience.
我们坐私人飞机出发。
Like, we get on a private jet.
飞到那个地方。
We fly to this place.
飞机上，顶级寿司主厨正在现场做寿司，明白了。
On the jet, there's a the the best sushi chef is making Got it.
你知道的，就在飞机上吃一整场师傅掌勺的怀石料理，然后落地。
Know, omakase on the on the plane, then we land.
我们还有香槟。
We get the champagne.
就是那种特别奢侈的美食体验。
It's just like some overly indulgent, like, foodie.
在高档海滩上，沙滩上吃晚餐。
Dinner on the sand in a fancy beach.
对。
Yeah.
但你猜谁在那儿？
But, like, look who's there.
居然是Machine Gun Kelly和莱昂纳多·迪卡普里奥。
It's like machine gun Kelly, Leonardo DiCaprio.
这些人都是他内容的粉丝。
These are, like, fans of his content.
他们说：我看过你的视频。
They're like, I've seen your videos.
我其实专门去了那家餐厅，因为你之前说他们家有洛杉矶最好的鸡肉三明治。
I actually tried that restaurant because I saw that you you had you said they had the best chicken sandwich in LA.
我特意开了一个小时的车过去。
I drove an hour to go get there.
他当时就说，天啊。
And he's like, wow.
太厉害了，莱昂纳多·迪卡普里奥。
That's incredible, Leonardo DiCaprio.
谢谢你这么说。
Thank you for thank you for saying that.
老兄，你瞧，他的Instagram上还挂着Yes Chef Guides、Yes Chef Festival、Yes Chef Reserve、Yes Chef Supply、Yes Chef Run Club、Yes Chef Group这些品牌。
Dude, he and then it says, like, if you go to his Instagram, it goes to Yes Chef Guides, Yes Chef Festival, Yes Chef Reserve, Yes Chef Supply, Yes Chef Run Club, Yes Chef Group.
他整个围绕这个搞了一套体系。
He has a whole, like, thing around this.
搞出了一整套生态。
Has a whole ecosystem going.
好吧。
Alright.
所以我觉得特别有意思的是信任这个问题。
So so so what was I thought really interesting about this was just the idea of trust.
我们在纽约的时候，每到一家店，人家都说这是纽约最火的牛排馆。
So when we were when we were in New York, there was these every place we went to was like, this is the hottest the hottest steakhouse in New York.
最火的寿司店，我都跟他们说：老兄，你别老这么说行不行。
The hottest sushi I was like, bro, you gotta you gotta stop saying that.
不可能每家都是最火的餐厅吧。
These these can't all be the hottest restaurant.
纽约到底有多少家最火的餐厅？
How many how many hottest restaurants in New York are there?
这其实就是一种口口相传的现象。
It's this kind of word-of-mouth thing.
我一直在想，如果你真的想吃顿好饭，你会信谁推荐的？在任何一个城市，谁的话你最信得过？
And and one thing I thought about was like, man, there's brand if you think about just the general idea of if I really wanted to have great food, who do I trust to tell me where the great food is in any city?
就像那样吧。
Just like a yeah.
我不确定。
I don't know.
一个聪明的朋友？
A smart friend?
聪明的朋友当然好，但这个朋友还得见多识广，你知道的，到底谁算呢？
Well, smart friend, but that smart friend has to be, like, well traveled, well versed, like, you know, who?
不是每个人都有这样的资源，杰克就是那种在每个城市都熟门熟路的人。
Not everybody has the the this guy's job, Jack, he's basically your boy who knows the spot in every city.
我当时就想，他其实掌握着一座信任的金矿。
And I thought, man, he's kinda sitting on a gold mine of trust.
我觉得在未来十年，最稀缺的东西就是信任。
I think trust is gonna be the thing that is in lowest supply over the next ten years.
你想想，我刷到的每一个Instagram视频，都在想：这不会是假的吧？
Like, dude, every video I see on Instagram, I'm like, is this fake?
你知道吗，每次我看到广告，我就想，哦，又是广告。
You know, when I whenever I see, like, an ad, I'm like, okay.
这是广告。
That's an ad.
可当我看到一个普通的搞笑视频时，
Then And I see a normal funny video.
我就怀疑，这该不会是深度伪造的吧。
I'm like, that might have been a deep fake.
昨天我看到一个特别离谱的东西，能创建出类似用户生成内容的角色。
Yesterday, I saw this insane thing where you can create like a UGC character.
这简直就是影响者时代的新纪元了，对吧？
So it says a new era of influencing.
对吧？
Right?
你听好了，这个你得看看。
So like check this out.
你看到这个女孩了吗？
You see this girl?
明白了。
Okay.
她是个挺典型的Instagram网红。
So it's a a pretty they're all pretty, like, Instagram influencer.
逼真得不行。
Hyper realistic.
不知道你能不能看清细节，但这个人看起来特别真实。
I don't know if you can see the detail, but, like, hyper realistic looking person.
对吧？
Right?
这是个AI生成的人物。
This is an AI generated person.
但关键是，我们可以让这个角色始终保持不变。
But then it's like, it will we can keep the character exactly the same.
所以是脸、眼睛、首饰、风格、发型。
So the face, the eyes, the jewelry, the style, the hair.
这样你就有了一个角色，却能产出无限的内容。
And so you have one character, and it says one character endless content.
这简直就是钓鱼天堂。
So, like, this is like catfish heaven.
对吧？
Right?
我可以打造这样一个角色，让她出现在每一个场景里。
Like, I'm gonna be able to make this character that I'm gonna be able to put her in every scene.
她可以成为我品牌的代言人。
She can be the face of my brand.
她自己就能当个网红。
She could just be an influencer on her own.
她还能拍视频。
She could do videos.
她什么都能做。
She could do anything.
你可以创造出一个看起来无比真实的人，替她发内容，但没人会知道这一切都是假的。
And you're just gonna be able to create a hyper realistic looking person, post content for them, and no one will ever know that this entire thing is fake.
就算你觉得这只是还行，对我来说也已经非常厉害了。
And, like, even if this is only mildly impressive to this is very impressive to me.
但如果你觉得这没什么大不了的，那也没关系。
But if this is mildly impressive to you, cool.
再过十二个月看看。
Fast forward twelve months.
到时候，全世界都会进入虚假内容的巅峰期。
Like, we're going into, like, peak fakeness around the world.
当一切都可以轻易伪造时，会发生什么？
And what happens when everything is easy to fake?
信任会变得无比重要。
Trust becomes incredibly important.
这太疯狂了。
That's crazy.
我觉得像我们这样的播客主持人反而占优势，因为大家都知道我们是真实的人。
I think podcasters like us are are well positioned because people know we're real human beings.
在信息泛滥的时代，人们自然会更倾向于关注那些他们信任的人。
And, like, in a flood of endless content, you're just gonna gravitate towards people you trust.
我觉得这个叫杰克的人，手里握着一座信任的金矿。
I think this guy, Jack, is sitting on a gold mine of trust.
那现在你平时都去哪儿找吃饭的地方推荐？
So so where do you get food recommendations today?
Yelp。
Yelp.
Yelp 已经成了默认选择。
Yelp is the the default answer.
但说实话，Yelp 真的一点都不靠谱。
And it's like, dude, Yelp sucks.
我从来没听过谁说：天啊，我太爱Yelp了。
I've never seen anyone be like, god, I'm I love Yelp so much.
你知道吗，我特别信任Yelp。
Like, you know, I trust Yelp so much.
每次我想在城里吃拉面，Yelp总能给我推荐最棒的地方。
Yelp always knows the best place to go when I want ramen in my city.
于是我想到这个 guy，就跟他提了这个想法。
And so I was like, this guy, and I pitched him this idea.
我说，你卖帽子，挺好的。
I was like, look, you're selling hats, wonderful.
你卖的那些上千美元的私人飞机体验，确实挺有意思的。
You're selling these like thousand dollar, you know, fun private jet experience.
我敢说那肯定很爽，但作为生意，明显没法大规模复制。
I'm I'm sure that's a blast, but it it's it's obviously not that scalable as a business.
我觉得你应该搞个‘Jack’s List’，当个美食版的Yelp。
I was like, you should create Jack's List as Yelp.
你应该去和Yelp竞争。
You should try to compete with Yelp.
你应该开发一个App，我只要说我想找某个城市里最好的汉堡、最好的披萨、最好的塔可、最好的拉面，你就得给我找出来。
You should create an app that I just say, I want the best burger, the best pizza, the best taco, the best ramen in any city, and you better have it.
这是你亲自挑的。
And it's your pick.
就显示第一名，可能再加个第二或第三名，就完了。
It's like, here's number one, maybe number two or three, and that's it.
整个App就这点功能。
That's the whole app.
我当时就想，你真该用这份信任去挑战Yelp。
And I was like, that is what you should do with this trust is you should go after Yelp.
他会这么做吗？
Is he gonna do it?
然后他和合伙人就说，嗯，但是呢，一大堆理由。
And then him and his business partner were like, yeah, but blah blah blah.
我当时就觉得，我真是深信不疑。
And I was like, I was so convinced.
我突然想到，诶，你说得对。
I was like, actually, you know what?
你说得没错。
You're right.
要不这样，我来开发，你只管出名和出面就行。
How about I just build it and you just let me use your name and face.
行吧？
Alright?
你只管把名字和脸借给我，我来干，你都不信这事儿？
You just give me you just give me the I'll give you you don't believe in it?
太好了。
Great.
我给你两成股份。
I'll give you 20%.
让我来做一个吧，因为我对这个想法特别有信心，你觉得一个创作者能不能从零开始，直接做成一个估值十亿甚至二十亿美元的项目？
Like, let me build this because I'm so bullish on this idea that, like, he should create this as the how do you do, like, a a huge swing, like, 100,000,000, five you know, to to $2,000,000,000 swing as a creator?
你的视频要是能收获十万点赞，都是那些梦想着能去这个地方的人。
Like, video you have gets a 100,000 likes of people who are, like, wishing that they could go to this place.
这太惊人了。
That's incredible.
你知道吗？上千万人正在看你吃佛蒙特州的冻酸奶。
That's like, know, that that's an unbelievable, you know, 10,000,000 people are watching you eat this froyo in Vermont.
如果这真是佛蒙特州最好吃的冻酸奶，那你干脆做个清单，精心挑选，把它变成最值得信赖的推荐平台，比Yelp靠谱多了。
If that's really the best froyo in Vermont, like, you should just create your list and curate it and have it be the trusted place, way more trusted than Yelp.
我觉得现在信任就像黄金一样宝贵。
I think trust is sort of like, you know, gold right now.
我最近在想，那个叫Soro的是什么来着？
I've been what's the thing called Soro?
那个音乐类的平台叫什么？
What's the the music one?
那是什么？
What's it?
Suno。
Suno.
我之前买过它的订阅，还用它教女儿上厕所，因为我们做了一首歌。
I bought a subscription to there a while back and like I taught my daughter how to pee on the potty because we have a song.
我们创造了一个叫诺亚·弗隆的歌手。
We made this artist called Noah Flon.
你知道的，他有点像诺亚·汗，但更廉价一点，我们就叫他诺亚·弗隆。
You know, he's kind of like Noah Khan, but he's like, I don't know, the cheap version, but we call it Noah Flon.
我们有一首歌叫《Let It Flow》，是他唱的，类似艾莎的那首歌？
And we have a song called Let It Flow, and it's him singing like what's Elsa song?
Let It Go。
Let It Go.
Let It Go。
Let It Go.
然后歌词是‘让它流’。
And it goes Let it flow.
让尿从你身体里流出来。
It Let the pee fall from your body.
让它流。
Let it flow.
让它流。
Let it flow.
尿到便盆里。
Pee into the potty.
然后它就像一首民谣那样。
Let it and it's like this, like, folk song.
所以嘛，随便吧。
So whatever.
它是
Is it
在你手机上吗？
on your phone?
放出来听听。
Play it.
是的。
Yeah.
让我看看。
Let me see.
等一下。
Hold on.
太棒了。
It's great.
对吧？
Right?
热门歌曲。
A hit.
天哪。
Holy shit.
好的，拉切尔小姐。
Okay, miss Rachel.
所以呢。
So
我创造了诺亚·弗隆这个角色，因为每当我觉得她该上厕所了，就会说：嘿，你知道吗，你该去上厕所了。
I created Noah Flon because I'll be like, hey, you know, I could tell she has go to the potty.
然后我会问：嘿，要不要和诺亚·弗隆一起放松一下？
I'd be like, hey, do you wanna let it flow with Noah Flon?
接着呢，我们就一起唱歌。
And like, well, you know, we'll sing.
所以我正在创作一系列歌曲，用的是类似假名的方式。
And so I'm creating a series of songs for, like I use pseudo
针对所有行为。
For all behaviors.
针对所有行为都适用。
For like all behaviors.
因为我实在受不了一遍又一遍听《海洋奇缘》的歌。
And like, because I hate listening to, the same Moana song over and over again.
我其实挺喜欢民谣风格的音乐。
I I like, like, folk music.
我就想着，不如自己编一首你觉得会喜欢的，于是我们现在就唱《让它流》。
I'm like, I'm gonna just go make something that I think you might like, and I will, like and so now we sing, like, let it flow.
让它流。
Let it flow.
顺便说，这个伪提示词用得真妙。
A great pseudo prompt word, by the way.
因为如果你直接说‘民谣’，听起来就太民谣了。
Because if you say folk, it becomes almost too too folky.
美式乡村风。
Americana.
就用‘Americana’这个词吧。
Just use the word Americana.
这词挺合适的。
It's a
不错的选择。
good one.
能给它添上一点你想要的个性。
It'll add a little bit of that edge you want in it.
现在我有了诺亚·弗林这个角色。
Well, now I have Noah Flynn.
他就像个我保存下来的角色。
Like, he's like a saved character.
我还专门建了个YouTube页面，把他的歌都上传上去了。
So I actually I, like, I made a YouTube page for it, I'm, like, uploading his songs.
总之，AI真的太棒了。
And and so anyway, like, AI has been awesome.
我知道大家可能会吐槽它，但那根本算不上真正的艺术家，我跟你说，我们真的超爱Noah Flynn。
I know that we can hate on it, but, like, that's not real artists, but I'm telling you what, we love Noah Flon.
我们在家经常唱Noah Flynn的歌。
We sing Noah Flon at our house.
那首歌开头是怎样的？
What was the
你知道它一开始的时候，就能猜到后面会怎么发展吗？
It start you know where it's going when it starts?
就像突然让你把裤子脱了一样。
It's like, pull your pants down.
哇，这什么情况？
It's like, woah.
怎么回事？
What's going on?
我们这儿有个公司叫Live Live Love Every。
Well, we have this there's this company called Live Live Love Every.
就是那个Love Every吧？
You know, Love Every?
对。
Yeah.
是卖玩具的那个公司？
Like the toy company?
是的。
Yeah.
是的。
Yeah.
是的。
Yeah.
就是一家玩具公司。
It's like a toy company.
他们会给家长寄一些绘本，我们之前买过一本如厕训练的书，里面讲的是一个小孩拉臭臭的故事。
And they, like, send these books, and they they we got we bought a book for them on potty training, and, like, they tell a story about a kid going poop.
然后他就说，哎呀，我吃了这些煎饼。
And, like, he's like, oh, I ate these pancakes.
我肚子开始咕咕叫了。
My stomach is growling.
接着他们就展示孩子坐在马桶上的样子。
And then they show them on the toilet.
然后真的把大便画出来了。
And then they actually show the poop.
我当时就想，这也太恶心了吧。
And I'm like, that's disgusting.
但效果出奇地好。
And it totally worked.
真的帮到她了。
It totally helped her.
所以我现在明白，教孩子一些事情的时候，你得说得特别直白，哪怕那些内容是大人平时都不太想提的。
And so what I'm learning is that when you, like, have to, like, teach children things, you need to be pretty explicit in the stuff that, like, a grown up doesn't necessarily wanna talk about.
我还是会直接谈这个话题。
I talk about it anyway.
而且讲得特别详细。
And it, like, goes into, like, detail.
得用力推，东西才会从身体里出来。
Like, you have to push and it falls out of your body.
这些方法确实帮到她了。
Like, these things actually helped her.
虽然挺恶心的，但这就是我和诺亚·弗劳恩正在做的事。
And it's pretty freaking gross, but, like, yeah, that's what I'm doing with Noah Flaunt.
顺便说一句，看到你在纽约当爸爸的样子，我真的很感动，也很佩服。
By the way, I was I was very touched and impressed by seeing you as a dad in New York.
我也想特别夸你一下。
Also wanna give you a shout out.
你是个很棒的爸爸。
You're a great dad.
谢谢。
Thank you.
我不知道，你知道你是个很棒的爸爸。
I don't know you know you're a great dad.
我觉得你知道。
I think you do.
我觉得你其实心里很清楚。
I think you actually do know.
我真的很
I work really
努力。
hard at it.
我真的很用心。
I try really hard at it.
我特别努力。
I try so hard.
我记得当初生了孩子的时候就跟你说过，我这才找到了人生的目标。
I think I told you when I had kids, was like, I finally have found my mission in life.
我一直在努力做个好爸爸。
I work really hard at being a good dad.
是的。
Yeah.
你之前说，从你妈妈那儿学到了什么来着？
You were like, what'd you say you learned from your mom?
你说，要像对待成年人一样跟孩子说话，像对待成年人一样喂他们吃饭。
You said, Talk to them like they're adults and feed them like they're adults.
吃饭的时候，我坐在你女儿旁边，她就说：‘把青豆递一下。’
And at dinner, I was sitting next to your daughter, and she was like, Pass the green beans.
我当时就愣了：‘啊？’
And I was like, What?
这到底是怎么回事？
What's happening?
我太震惊了，根本没反应过来。
I was so stunned I didn't do it.
然后她就说：‘青豆。’
Then she's like, Green beans.
接着我就把青豆递给她了。
And then I gave it to her.
我小时候就一直想，为什么会有儿童菜单？
Well, I just remember like growing up and seeing people, and I'm like, why does the kid menu exist?
我觉得直接给他们吃一样的就行。
Like, I'm just gonna give them the same.
我们家就是这么做的。
Like, we're just doing the same thing.
没错。
Right.
对。
Yeah.
你真是个好爸爸。
You're a great dad.
谢谢。
Thank you.
行吧。
Alright.
我另一个说的是什么来着？
So what was my other one?
好吧。
Okay.
市场营销。
Marketing.
有几个广告语特别棒，我这个营销迷简直爱死了。
There were some great one liners that the marketing nerd in me loved.
我就想念一念。
I just wanna say them.
我们当时去了那家高档牛排馆，叫什么来着，好像名字里带个数字86
So we were at this, what was the name of that, like, fancy steakhouse Something thing we were
名字里有86这个数字
it had the number 86 in the title.
对
Yeah.
没错
Yeah.
就是那个86什么的
Like the the 86 or whatever.
是一家餐厅
This is some some restaurant.
特别难订位，但真的超棒
Really hard to get Great restaurant.
特别棒的餐厅
Great restaurant.
菜特别棒。
Great food.
然后服务员端出一个盒子，像宝箱一样。
And the waiter brings out a box, like a treasure chest.
他问我们：几位以前来过这儿吗？
And he's like, gentlemen, have we dined here before?
我们说：没有。
And we're like, no.
还真没来过。
Not really.
他说：那你们今天有福了。
And he's like, oh, well, you're in for a treat.
他打开那个宝箱，但没一下子全打开。
And he opens up he he starts to open the treasure chest, but he doesn't open it just yet.
然后他问：我能跟你们讲个故事吗？
And he's like, can I tell you the story of you know?
我们说：当然，快讲吧。
And we're like, yeah, please.
他说，这家位于纽约的餐厅其实拥有一座农场，就在澳大利亚的墨尔本附近，他们自己养和牛。
And he's like, so we and he tells a story about how this restaurant, which is in New York, owns a farm in, like, Melbourne or something in Australia, and they source their own Wagyu beef.
他们亲自饲养这些牛。
They raise them.
你知道的，他们只给牛吃益生菌和彩虹糖之类的饲料。
They, you know, they only feed them, you know, probiotics and Skittles or whatever whatever they feed them.
这还挺有意思的。
It kinda funny.
他说，就在宰杀前三周，我们会给牛喂夏威夷果和黄油。
He goes, about three weeks before we take their life, we feed them macadamia nuts and butter.
这可是最后的点睛之笔。
And that just really tops it off.
他说，而且你们得知道，这牛排——我得提前提醒你们一下。
And he's like he's like, and so the meat, the steak, just so you guys know, almost like a warning.
他说，你们得知道，上菜的时候，这牛排得特别嫩。
He's like, just so you guys know, when the steak comes, you gotta be incredibly soft.
用勺子就能吃。
You can eat it with a spoon.
天啊。
Like, woah.
牛排嫩到都能用勺子吃了。
Steak's so soft, you could eat it with a spoon.
我当时就想，真厉害。
I was like, damn.
那是一家酒吧。
That was a bar.
于是我开始记下来，反正我就把这一条记下了。
So I just started writing down, like, you know, I just I wrote that one down.
我觉得，这简直就是一记营销绝杀。
I thought, well, that's a that's a marketing kill shot right there.
我挺喜欢这个点子的。
I kinda love that idea.
你怎么用五个字，就把别人花一整个月都想说服你的事给说清楚了？
Because, how do you say in five words what somebody else could try to convince you of in May and still not succeed at?
他对待刀具也是这么做的。
He did the same thing with the knives.
他把刀拿了出来，你们看这些牛排刀？
He opened it up because, you see these steak knives?
这些可不是普通的牛排刀。
These aren't normal steak knives.
这些牛排刀是1930年的，正好是我们这栋楼建成的年代。
These steak knives are from 1930, which is the era that we this building was
西奥多·罗斯福用过的牛排刀。
Teddy Roosevelt steak knife.
他又来了。
Here he goes.
你听说过艾尔·卡彭吗？
Have you heard of Al Capone?
他曾经在这儿吃过饭。
He ate here.
这把刀就是他的。
This was his knife.
那把刀上说不定还沾着血呢。
Like, he he some blood on that one still.
对。
Yeah.
那可太棒了。
It was it was great.
然后我们就想，那勺子部分呢？
And then we were like, but what about the spoon part?
那是个比喻吗？
Was that a figure of speech?
好吧，这是第一个。
Okay, so that was one.
再来一个，还是在餐饮圈里的事，因为这家餐厅的营销简直太绝了。
Another one, again, in the restaurant space, because again, the restaurant marketing is off the hook here.
这家餐厅的招牌是，有三个人分别跟我讲了同一件事。
This one restaurant's claim to fame was they go, and three different people told me the same thing about this restaurant separately.
他们说，泰勒连续来了两次。
They go, Taylor came here twice in a row.
我当时就问，所以你们是让顾客非得说‘泰勒、泰勒’吗？
I was like, and I said, so they make you have Taylor Taylor
一连两晚。
Swift two nights in a row.
这就是他们的宣传语。
That's the line.
泰勒连续两晚都来了，我一听，靠，这又是致命一击。
Taylor's Taylor came here two nights in a row, and I was like, damn, that's another kill shot.
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