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三十二个月内，从零做到十亿美元以上。
Zero to over $1,000,000,000 in thirty two months.
这简直疯了。
It's maniacal.
我们这才刚起步呢。
We're quite literally just getting started.
你觉得从普通或不错，到顶尖之间，最关键的差距在哪？
Where do you think is that gap to really jump from average or good to great?
如果你想最大化成功的几率，那就得创造一种新形式。
If you wanna have the greatest odds of success, it's by creating a new format.
新形式才能赢。
New formats win.
你明显抓住了一个绝佳的机会。
You obviously spotted one really great opportunity.
我很好奇，你还发现了哪些其他机会？
I'm curious what other opportunities you spot.
我觉得有个点，别人根本跑不起来。
I think there's an idea that no one else is gonna be able to run at.
这背后藏着一个百亿美金的生意机会。
There's a $10,000,000,000 business idea.
你直接说出来呗。
You should just say it
咱们这儿得消音处理一下。
now, we'll bleep it out.
这个我们待会儿聊。
We'll talk about that.
我觉得这才是创业者最大的机会。
I think that's the biggest opportunity for founders.
要让一个电商品牌三年做到一亿美金营收，关键得有哪些要素？
What are the inputs necessary to get to a 100,000,000 in revenue for an e com brand in three years?
我这么说吧。
Here here's what I'll say.
我想让你重点讲三件事。
Here's here's three things I'd love for you to deliver.
第一，我想听听你的创业故事。
One, I wanna know the origin story.
你是怎么想到这个点子的？凭什么这么有信心？
Like, how the hell did you have the idea and why did you have the confidence in the idea?
这个我们待会儿好好聊聊。
We're gonna go there.
第二，你发过一份关于你们营销漏斗的材料，我想知道，在这个领域，什么叫顶级的营销？
Two is you sent us a thing about your marketing funnel, which is like, you know, what does world class marketing look like in this scenario?
最后，我想和你一起头脑风暴一下，接下来该往哪儿走？
And then the last part, I wanna riff with you, brainstorm on like, where to from here?
你显然已经发现了一个特别棒的机会。
You obviously spotted one really great opportunity.
我想知道，你还能看到哪些其他机会？
I'm curious what other opportunities you spot.
是的
Yeah.
咱们干吧。
Let's do it.
好。
Okay.
太棒了。
Sweet.
老兄，我吃Gruns都快半年到一年了，因为这玩意儿简直跟吃糖一样。
Dude, I've been I've been taking Gruns for, I don't know, six six to twelve months now because it's, like, it's basically like eating candy.
就像你打开一包软糖，咔咔吃掉，然后还觉得自己刚吃了蔬菜似的。
It's like you open up a pack of gummy bears and then you eat them and then you're like, I just had vegetables.
没错。
Totally.
我吃了软糖，但感觉好像刚啃了蔬菜一样。
I ate gummy bears, but I I think I just had vegetables maybe.
没错。
Totally.
所以我想知道，你当时坐着的时候，突然想到什么了？
And so I wanna know where were you sitting when you were like, You know what?
要不咱们就这么干？
What if we did this?
对。
Yeah.
我通常说自己是个创业者，之前短暂干过私募股权和投行。
So I like to describe myself as a entrepreneur who had short stints in private equity and investment banking.
我一共创办过三家公司。
So I've started three companies.
这是我的第三家公司。
This is my third company.
其实我本来没打算创业，当时正从波士顿的私募公司Summit Partners离职，准备去斯坦福读MBA。
And I actually didn't want to start a company, so I was on my way from Boston at a private equity firm called Summit Partners and was leaving that investment firm to go get my MBA at Stanford.
我当时跟自己说，就安安稳稳读两年MBA，好好享受这段日子得了。
And I told myself, Look, I just wanna have a normal MBA experience for two years.
绝对不会再创业搞事情。
I'm not gonna start anything.
顶多夏天找个实习做做。
Maybe I'll do an internship in the summer.
结果去斯坦福报到前两周，我还在犹他州的爸妈家处理点收尾工作，当时在我爸办公室里冲了杯青汁喝。
And then it was like two weeks before going out to Stanford, I was at my parents' place in Utah and just doing some work and I'm drinking a greens powder in my dad's office.
我现在都清清楚楚记得当时的场景，我在房间角落抬头琢磨，这个习惯我肯定撑不过30天，绝对坚持不下去。
And I just remember looking up super vividly in the corner of the room and being like, there's no way I'm keeping this habit past thirty days.
我会做完这30天的，毕竟我做事从来都有始有终，但30天之后我绝对不可能接着保持这个习惯。
I'll do it because I always finish what I started, but I'm not gonna stick to this habit post thirty days.
而且这还不只是味道的问题。
And it wasn't just the taste.
主要是那杯底会剩一层怪里怪气的泡沫渣子，喝着太难受了。
For me, it was like, you got that weird frothy sediment at the bottom of the drink.
对我来说，最让我纠结的是，我觉得这可能挺独特的——我记得盯着水瓶，它就放在厨房台面上的沥水架上。
And the biggest thing for me that I think this is probably unique is I remember staring at the bottle sitting on the countertop on the drying rack.
我记得那时候自己就在想，我这个人其实有点强迫症。
And I remember being and I'm sort of an OCD person.
我就在想，如果我真的坚持这个习惯，那我这辈子都得天天盯着台面上那个瓶子。
I remember just being like, if I commit to this habit, I've gotta stare at that bottle on the countertop for the rest of my life.
这事儿我真干不了。
There's just no way that's gonna happen.
于是我就开始琢磨：怎么才能把全面的营养补充剂，做成某种更方便的形式呢？
And so that got me thinking about, hey, how do I take a comprehensive supplement nutrition and put it in some format?
那时候我根本没想到会做成软糖。
I didn't know it'd be gummy at the time when I had the idea.
怎么才能让人一想到就期待，甚至晚上睡觉都在想：明天一定要吃那个！
How do I put it in some format that gets people looking forward to it?
这跟大家平时对营养补充剂的看法，完全是反过来的。
Like they'll go to bed at night being like, I can't wait to have that the next day, which is a complete pivot, I think, to how people sort of think about supplementation.
咱们现在能直接卷成一支大麻烟吗？
Can we like roll it into a blunt now?
对，就是这样。
Yeah, exactly.
听着，咱们就抽你的绿色补剂。
Look, hey, we'll Smoke your greens.
这个我们待会儿再聊。
We'll talk about that.
说实话，我觉得这对创业者来说是最大的机会。
I honestly think that's the biggest opportunity for founders.
大家总爱挑那些现成的格式的毛病。
Like people just wanna rip on the formats that work.
但我觉得，要想最大概率成功，就得创造一种新形式。
But I think if you wanna have the greatest odds of success, it's by creating a new format.
对吧？
Right?
所以要是做成大麻卷烟，那就太棒了。
So if it's a blunt, awesome.
要是现在有人用那种小禅袋装无尼古丁的草本产品，也很棒。
If it's these little zen pouches that people are doing now and making those focused non nicotine, great.
新形式才能赢。
New formats win.
你觉得这不疯狂吗？
Did you think that, I mean, it's maniacal.
三十二个月就做到十亿美元退出，这简直疯了。
Thirty two months to a billion dollar exit, it's maniacal.
你一开始就有预感，知道会走到这一步吗？
Did you call your shot and you're like, that's where we're gonna go?
还是你根本就是碰运气？
Or were you like, who knows?
我是说，你刚开始干这事儿的时候，心里到底怎么想的？
I mean, where was your mindset when you started it?
听起来有点惊人，但我们从一开始设定的预测，现在基本都实现了。
This is a bit shocking to hear, but we've basically met the forecast that we put in place since the very beginning.
你得明白，我在 summit partners 的时候，接触过成千上万的创业者。
You have to appreciate, talked with thousands of entrepreneurs when I was at Summit Partners.
我看过那些内部的数据集。
I looked at the proprietary data sets.
现在当然拿不到了，但我脑子里记得特别清楚。
I don't have them obviously anymore, but I have a very visual memory.
所以我对几百个品牌的用户终身价值、获客成本都门儿清。
So I know the LTV, the CACs of hundreds of brands.
所以对我来说，这事儿挺怪的。
And so like for me, it's weird.
我不能直接告诉你具体数字，但我能告诉你现在所有大品牌各自的 LTV、CAC 和利润率大概长啥样。
Like, I I could tell you I won't, but I could tell you what like every big brand's LTV to CAC and margin looks like.
就是现在大家都知道的那些品牌。
All the brands that we know of today.
我本来就没预测超过一亿美元的收入，因为那
Now I didn't really forecast beyond a 100,000,000 of revenue because that
太没意义了。
would be pretty pointless.
我又不是疯子。
Like, I'm not a sociopath.
是的。
Yeah.
对。
Yeah.
野心和彻底疯掉之间，其实就差一线。
There's a fine line between ambition and being just absolutely batshit.
你现在这么说。
So you're you're saying that now.
我想问你个事，就是当你觉得，哎，我不太喜欢这种产品形态的时候。
I wanna ask you something about in between when you're like, oh, like, I don't really enjoy this form factor.
那要是还有别的呢？
What if there was another?
你说你一开始并没有糖果，意思是你并不是立刻就有了完整的点子。
And you said you didn't have gummies, you know, right away as like a it's not like you immediately had the fully baked idea.
但我很好奇，你当时有没有特别欣赏的公司或产品？
But I'm curious, like, what were the either companies or products you had, like, admired?
因为我一直觉得，你欣赏什么，某种程度上就会变成你的命运。
Because I sort of have this this thing, which is like, what you admire becomes a little bit of your destiny.
对吧？
Right?
你钦佩的东西，最终会成为你的方向。
Your your your admiration becomes your destination.
想想看，很多伟大的创业者，比如乔布斯，他钦佩的是谁？
And if you think about, like, a lot of a great great entrepreneur, Steve Jobs famously, who did he admire?
他欣赏哪些产品？
What products he admire?
然后你会悄悄吸收这些元素。
And then you steal little elements of that.
多年后，这些影响会不知不觉渗透到你的最终产品里。
They sort of bleed out into your final products years later.
喜剧演员和电影人也是一样。
Same thing with comedians and movie makers.
你当初觉得特别牛的产品和公司有哪些？它们有没有影响到Gruns的诞生？
What were the products and companies that you thought were kick ass that you feel like inspired some of the result of Gruns?
是的。
Yeah.
说实话，我曾经在Ruggable、Doctor Squatch、Brooklinen、Chubbies、Solo Stove、Thuma这些优秀品牌担任董事或旁观董事会运作。
Look, I sat on the board or observed the boards of great brands like Ruggable, Doctor.
一共十二家公司。
Squatch, Brooklinen, Chubbies, Solo Stove, Thuma, 12 different businesses.
所以我从它们各自独特的难题和真正管用的套路里学到了很多。
And so I learned a lot from the unique problems and frankly, the recipes that worked for each of them.
要说从执行风格来看，我们和哪个品牌最像的话，那应该是Doctor
I would say that the brand that I think we most closely resemble in terms of execution is Doctor.
Squatch。
Squatch.
这个牌子是做止汗露的吗？
Is that deodorant?
不是，他们是做冷制皂的，就是那种男士专用的香皂块。
It's the the cold process soaps, the the bar soaps that for men.
我见过它的营销内容，但我好像真的用着他家的止汗露呢
I've seen like the marketing, but I think I have the deodorant.
不过具体我也说不上来
But I don't know.
它到底有什么特别的地方吗？
What's so special about it?
有没有什么亮眼的设计或者功能啊？
Like, is there something cool about it?
是的。
Yeah.
有意思的地方是，他们去年把这家公司以15亿美元卖给了联合利华。
So what's cool about it is so they just sold the Unilever like last year for 1,500,000,000.
这个生意里特别的地方在于，第一，冷制皂更天然，我觉得。
And in that business, what's cool about it is, one, cold process soap is more natural, I would say.
你不会吃到那些乱七八糟的化学成分。
So it's you're not getting all the chemicals and stuff in it.
这产品非常干净。
It's a very clean product.
再加上他们的品牌策略、营销方式和合作项目——他们跟《哈利·波特》《星球大战》《海绵宝宝》这些超酷的IP都做过联名。
But because of the branding, the approach, the partnerships they do, I mean, they've done partnerships with, like, Harry Potter, Star Wars, SpongeBob, all sorts of really cool fun partnerships.
他们的做法是让你消费者能跟这个品牌产生共鸣。
They've taken an approach where you as a consumer relate to the brand.
对吧？
Right?
在遇到医生剃须刀之前，
And so prior to Doctor.
我都不记得自己用过啥了。
Squatch, I don't even know what I was using.
估计就是我老婆买回来、放在浴室里的那种。
I was probably using whatever my wife was buying and stocking in the shower.
但正是他们启发了我们。
But they were the inspiration for us.
我觉得他们在个人护理领域做得特别棒，让使用变得有趣，这正是我们想在补充剂领域做到的——毕竟，咱们都刷社交媒体。
I think that what they've done within the personal care space, making it a joy for the consumer is what we aspire to do within supplementation where mean, we all spend time on social media.
你刷到一个广告，就立马惊呼：天哪，Shaan、Sam，你们俩多大了？居然从来没听说过肌酸？
You get one ad and it's like, Oh my goodness, Shaan, Sam, I don't know how old you guys are, but you're blank years old and you've never heard of creatine.
你这日子怎么过的？
What the hell are you doing with your life?
你明天就得挂了。
You're gonna die tomorrow.
接着又给你推初乳的广告。
And then you get a colostrum ad.
你这日子都过啥呢？
What are you doing with your life?
你现在就得赶紧把初乳吃上。
You need to be taking colostrum right now.
说这个能让你的某项身体指标提升百分之多少多少。
It does a blank percent increase and blank body metric.
而我们从Dr. Squatch那里得到了启发之后，就想到了现在的这个方向。
And I just think that the way that we have approached and took inspiration from Doctor.
我们想把这套思路用到补剂产品上，把补剂变成大家生活方式的一部分，甚至是每天都盼着用的东西。
Squatch is to take that and make our supplementation a lifestyle, something that people look forward to.
让大家觉得，这款产品和自己的身份、生活节奏完全契合。
They feel like it resonates with who they are and and how they live their lives.
原来是这样。
Alright.
咱们先歇一会儿。
Let's take a quick break.
这个播客叫《我的第一个百万》，我们被问得最多的问题就是这个。
This podcast is called my first million, and it's probably the question we get asked the most.
我怎么从零开始赚到第一个百万？
How do I go from zero to making my first million?
之前我做过一期，详细拆解了我会用的那些理念和方法。
And so I did an episode a little while back where I broke down exactly the sort of philosophy and frameworks that I would use.
比如找到你的‘白带生意’，或者发现你的‘独轮熊’优势——就是你两项技能的交集。
So things like finding your white belt business, or identifying your bear on the unicycle advantage, the core way that your two skills could overlap.
或者为什么对你来说，做服务类生意比做软件生意更容易赚到第一个百万。
Or why maybe starting a service business is better than starting a software business for your initial businesses to make that first million.
HubSpot 的团队把我在那期里说的内容整理成了一份指南。
And so the team at HubSpot has created a guide that took the stuff I said in that episode, they laid it all out for you.
你可以在下面的描述里免费领取。
You can get it for free in the description below.
点一下那个链接，全部免费拿走。
Just click that link and it's all yours.
好了。
Alright.
我们继续聊这期内容。
Back to this episode.
你为了做到第一百万收入，融了多少钱？速度有多快？
How much money did you raise to get to your first million in revenue and how fast did it come?
是的。
Yeah.
第一个月我们收入大概三万，第二个月直接涨到二十三万了。
Month one, we did like 30,000 in revenue and month two is already like 230,000.
所以大概第二个月，刚起步一个月，我们的年化收入就已经突破一百万了，那时候估计都快到两百五十万到三百万了。
So I guess we like in month two, a month into the business, we had already crossed the 1,000,000 run rate, probably 2 and a half, 3,000,000 at that point.
我从来没这么看过这个生意。
I've never really looked at the business that way.
你可能听过我聊过LTV和CAC这个指标。
Maybe you've heard me talk about LTV to CAC.
对。
Yeah.
我觉得我们直到盈利前，大概烧掉了80亿美元的资金。
I would say we burned We probably burned through like $8,000,000,000 of capital until we reached profitability.
如果我们放慢点增长，这笔钱本可以少花点，但实际情况是，我们大概在盈利前烧掉了80亿美元的本金。
That could have been less if we slowed down growth a little bit, but just the way it worked out is that we I think we've earned through about $8,000,000 of primary capital before we hit profitability.
你提到过专注LTV和CAC。
You mentioned focusing on LTV to CAC.
对你来说，多少算及格？多少算优秀？
For you, what's good and what's great?
对。
Yeah.
对于那些打算被收购的公司来说，起码得做到3倍以上才算有竞争力。
I think table stakes for businesses that need to be acquired, you need to be at least three.
我见过最高的，虽然这跟我们现在的情况不一样，但在疫情期间，有些品牌能做到四到五倍。
The best I saw, one obviously, this goes where we're at, but during the COVID era, I would see brands in the four to five range.
那些品牌现在大概在两倍半到三倍左右。
You know, those brands are probably two and a half to three times right now.
你提到LTV，那对电商品牌来说，这个‘价值’指的是贡献毛利吗？
But when you say LTV, are you referring to so LTV, lifetime value, for an ecom brand, does value mean your contribution margin?
是的。
Yeah.
我来解释一下我平时是怎么看的。
Let me describe that the way that I always look at it.
我一般用三年，也就是三十六个月来算。
I use a three year period, so thirty six months.
LTV指的是完全计入成本后的毛利润。
And LTV is fully burdened gross profit.
意思是，顾客买了我们的产品。
Meaning Sam orders our product.
从这个价值里，要把哪些成本都扣掉，才能算到萨姆收货那一步？
What is the what are the total cost stripped out of that value to get it to Sam's door?
比如产品成本、折扣、退货、履约、物流、支付手续费，这些全都要算进去。
So you've got product COGS, you've got discounts, returns, you've got fulfillment, shipping, merchant processing fees.
所有这些加起来，才算是把货送到客户门口的总成本。
Like, you've got all of that that gets it to the door.
这才是你在三年周期内的客户终身价值。
That's your lifetime value over a three year period.
在三年里，你从消费者身上能赚多少毛利？
How much contribution gross profit are you getting from the consumer over a three year period?
你用三年，不是因为大家订阅Gruns能用三年。
And you use three years not because that's how long someone subscribes to Gruns.
你是说，所有人都该用三年这个周期。
You just said three years for everyone should use three years.
因为没法算真正的终身价值。
Because you can't do a lifetime plan.
对的。
Yeah.
我觉得这么去看这件事，用来做优化分析，效率特别高。
I think it's like just a productive way of looking at it to optimize against.
我们当然也会跟进3个月、6个月、12个月的数据，也会根据这些数据做调整。
I mean, we obviously look at three months, six months, twelve months, and try to make adjustments based on that.
但确实是这样，我们现在还有很多才刚订了32个月的用户，都还没到3年那个节点呢。
But yeah, I mean, we've got consumers who are, you know, are 32 old, so we'd we haven't hit that 36 mark.
但确实会有一部分消费者能一直买下去，也就是所谓的无限期复购吧。
But, like, there's very clearly going to be consumers who are around purchasing into, I guess, quote, perpetuity.
而且你们选的那个品牌名，要是当初你提前跟我商量，我肯定会跟你说，老弟啊
And you picked a name that if you had told me, I would have been like, hey, brother.
你到底还想不想把生意做起来？
Do you wanna win?
非要在某个字母上加个变音符号，搞得谁都不会念，图啥呢？
Or are you gonna put a umlaut over one of the letters and nobody knows how to say it?
结果你赢了，那我真是个傻子。
And then you won, so I'm an idiot.
这到底怎么回事啊？
What what what's the what gives?
我常说的是，萨姆·波奇一开始提到的是‘Gruns’，这完全没问题。
So what I always say here is and Sam Poch the I think Gruns at the start, he said Gruns, which is totally fine.
我对别人说，不管你怎么念我们的名字，只要你买就行。
What I tell people is what I tell people is I do not care how you pronounce our name as long as you're buying.
所以，你想叫它‘Gruns’也行。
So, like, you can call it Gruns if you want.
叫‘Gruns’也行，反正都行。
You can call it Gruns, which is cracked.
就叫Gruns吧。
It's Gruns.
但你当初觉得这名字不错，是知道点我们不知道的事，还是根本不在乎这名字？
But but did did you think it was a good name and you knew something none of us do, or did you just not care about the name?
那你到底是怎么想出这个名字的？
And how the hell did you arrive at that name?
是啊。
Yeah.
Gruns 这个词带个 s，你看，其实德语里根本就没有这个说法。
So the word Gruns with an s, I guess I can show you here, with an s at the end actually doesn't mean anything in the German language.
Grun 在德语里意思是‘绿色’。
The word Grun means green in German.
但一加上个 s，就完全没意义了。
But once you throw an s on it, there's actually no meaning to it.
我加这个 s 的时候，就是觉得挺有趣、挺俏皮的。
And so when I threw an s on it, it it just seemed to be like kind of fun and playful.
听着就像个天然的笑脸。
You've got this like natural smiley face.
感觉特别适合长期做品牌，而且简单好记。
It felt like something that we could brand over time really well, and it's it's simple.
但你说得对。
But you're right.
在美国，尤其是美国，有70%的消费者根本不知道怎么念这个单词。
Like, least in America, very uniquely in America, 70% of consumers don't know how to pronounce it.
这不就是你跟团队讲的理由吗？
That'd be like your argument to the team.
伙计们，这名字太有道理了。
Guys, it makes a ton of sense.
虽然在美国可能不太行，但你看Sean，有个叫David的人，他开了一家叫Lexicon的公司，专门给企业起名字。
Now, it may not make sense in America, but like, Sean, this guy David on who runs a company called Lexicon, and his whole job is naming companies.
他起的名字有Swiffer、Febreze、Sonos、Blackberry这些。
He's named Swiffer, Febreze, Sonos, Blackberry.
Shaan，你觉得David会怎么评价这个名字？
Shaan, what do you think David would say about that name?
这个嘛，不好说。
Well, it's hard to know.
对吧？
Right?
因为他脑子里有个小AI，动不动就点头说‘对’、‘不对’。
Cause he's got this little AI computer brain where he's like, yes, no.
简直像品酒师在描述红酒的味道一样。
And it's almost like a sommelier describing the taste of a wine.
然后你就只能像个傻子一样连连点头。
And then you just have to nod along like an idiot.
还得附和说：‘对对对，我确实品出你说的那些味道了。’
Be like, yeah, I sense the notes that you're talking about there.
我本来以为‘风味’这词是音乐里用的，可我现在真觉得能品出来。
I thought notes are for music, but I definitely sense it.
所以吧，说实话我也说不准，但我猜大家会喜欢。
And so, you know, I I think it's hard to know, but I would have guessed love.
对吧？
Right?
你讲的这个，在美国市场根本说不通，可你还是干了。
You're talking about like, doesn't make much sense in America, the market we're going after, but you did it anyways.
那第二名的名字是什么？
What was runner-up name?
其实 brainstorm 的时候，有时候我们会先列一堆绝对不能用的名字，这样反而能避开那些老套的选项。
Or, you know, in the brainstorming process, sometimes you start with like, here's what we're definitely not gonna call it because it kinda guides you away from maybe some typical areas.
说实话，我一下就想出来了。
Honestly, I hit it pretty quick.
我之前好像没提过这事。
So I guess I didn't mention this.
我从小是摩门教徒。
I served I grew up Mormon.
所以我去德国、瑞士和奥地利传了两年教。
So I served a two year mission in Germany, Switzerland, Austria.
所以我德语很流利。
So I am fluent in German.
所以我一想到这个任务，就觉得太棒了。
And so when I had the thought, I Pretty sick assignment.
是的。
Yeah.
完全没错。
Totally.
这个任务正式名称叫‘阿尔卑斯德语区传教使命’。
It's literally called the Alpine German speaking mission.
没错。
It's Yeah.
别人可能被派到加利福尼亚的雷丁去。
Someone else could have been assigned to Reading, California.
或者
Or
对。
Yeah.
没错。
Totally.
那也不算太糟。
That wouldn't be too bad.
那也不算太糟。
That wouldn't be too bad.
还有更惨的呢。
There's worse.
所有
All
对。
right.
所以你已经有想法了。
So you have the ideas.
从脑子里冒出一个想法，到真正想清楚产品该怎么做，做出第一批货，再到开始卖，你花了多久？
How long did it take you to go from idea in your head to I know what the product is gonna be, and I have my first batch, and then I go for sale.
那这个过程大概是多久呢？
Like, what was that timeline like?
对。
Yeah.
设计软糖大概就花了一天时间。
So coming up with gummies took about a day.
我小时候啊，你听了可能会觉得疯了。
I grew up you're gonna think this is crazy.
你知道那种大块的，他们叫单日份的酸酸糖西瓜味的吧？
You know those big I guess they call them single day servings of sour patch watermelon Yeah.
一片一片的。
Slices.
对。
Yeah.
对。
Yeah.
上大学那会儿，我每天都会吃一颗这种软糖，整整450大卡，天天如此。
I would eat those gummies, one of those every day in college, like a full 450 calories every day.
我打小就是个软糖狂魔。
I've always been a gummy fiend.
现在好了，我每天都能吃上这种有益健康的软糖，我们卖的种类可多了。
And so now I get to obviously have like a productive health gummy every single day, and there's a ton of them that we sell.
我脑子里总在转各种点子，全记在我那个Notion文档里。
I have a ton of ideas always circulating in my head in this Notion doc I have.
通常呢，我会把这些点子搁置一年左右。
And typically, I sit on those ideas for about a year.
这个点子一出来，我就觉得：这还用想吗？太明显了。
This one, I was like, it's so obvious.
我必须得做这个。
I gotta do this.
这事儿非我莫属。
I'm the right person to do it.
所以我一有想法就立马开始做了。
And so I started working on it immediately.
要回答你的问题，我一想到这个糖果的点子，一周内就问自己：怎么还没人把营养补剂做成糖果呢？
Getting it to launch, now to answer your question there, I immediately like within a week of having the gummy sort of connection said, okay, why hasn't somebody done this in gummy form?
现在市面上糖果种类多得是。
Like you've got a ton of gummies.
为什么没人把全面营养都塞进一颗糖果里？
Why hasn't somebody put comprehensive nutrition in a gummy?
让我豁然开朗的是，整个糖果行业都围着那种60粒或30粒装的透明塑料瓶打转，瓶口还带个盖子。
And the big moment for me was the entire gummy industry is built around these 60 or 30 count bottles, transparent bottles with a cap on the top.
这就是大家心目中糖果的全部样子。
That is as gummy exists.
于是我问自己：要让糖果变成全面营养品，得改点啥？
So I asked the question, what would need to change?
它得长成啥样，才能配得上‘全面营养’这四个字？
What would it need to look like to have gummy be comprehensive nutrition?
那时候我就开始想，如果是包装形式，那包装该有多大？
And then that's when I went down the path of like, okay, if it's a pack, how big's the pack?
一包里有多少颗软糖？
How many gummies are in it?
软糖是什么口味的？
What's the flavor of the gummy?
对啊。
Right.
那总共有多少呢？
What's the total
萨姆，你根本没吃过这产品，对吧？
advantage Sam on Sam, you've never taken the product.
对吧？
Right?
没有。
No.
不过我现在就打算买了。
I'm gonna buy it now, though.
它的运作方式是这样的——你刚提到的这点很好，你说不喜欢我们说这是‘软糖’，因为你一听到‘软糖’就以为是单颗的那种。
So the way it works is this is a good point you just brought up, which is you don't like when we say it's a gummy, you think it's a it's a gummy.
不是的。
No.
一次吃八颗，这才是标准用量。
A single serving, you eat eight of these things.
这就跟一包酸味软糖差不多，听起来好像没啥大不了的，但其实很多人根本想不到这一点。
So it's literally like having a pack of Sour Patch Kids, which I think was you know, seems fine, whatever, but that's actually pretty nonobvious.
如果我理解得没错的话，你意思是，以前没人做这种全能型软糖，是因为单颗软糖得有四英寸大，才能装得下所有成分。
And if I'm reading between the lines of or if I'm understanding what you're saying, you're saying one of the reasons nobody had done the comprehensive gummy was because the gummy would need to be, like, you know, four inches large to contain everything.
那如果我们不搞‘每天一颗软糖’，而是改成‘一包八颗’呢？
But what if we made it what if we made it where it's not a gummy a day?
不是一颗一天，是一次吃一包八颗。
It's a pack of eight.
我们把它们包装成每袋八粒，这就是我们能做到这一点、而别人可能没这么做的原因。
We we package them as little pouches of eight, and that's how that's how we can do this when other people may not have tried to do this.
对。
Yeah.
没错。
Yeah.
是啊。
Yeah.
我们的包装就是八粒左右。
It's it's our packs are it's about eight.
我们是按克重算的，大概20克，有的颗粒小点，有的大点。
We go off of gram weight, which is about 20 grams, and some grams are smaller or bigger than others.
不过每粒营养成分都是一模一样的。
But, yeah, it's a it's a full every gummy is identical in terms of nutrition.
这八粒加起来，才是一份完整的量。
It's sort of the total of the eight in this case that make up the full dish.
我就是觉得，我问你那个问题，本来以为特别傻，比如你指着贝比·鲁斯说‘咱们就要做到这一步’，结果你居然说——
I just think that it's insane that I asked you a question that I thought was gonna be ridiculous about, like, you pointing like Babe Ruth and saying like, you know, we're gonna get to this.
对，这本来就是计划的一部分。
And you're like, yes, that was part of the plan.
敢说三年内做到一亿美元营收，这胆子也太大了吧。
I mean, it's pretty audacious to say, I'm gonna get to a 100,000,000 in revenue in less than three years.
对听节目的人来说，一个电商品牌想在三年内做到一亿美元营收，到底需要哪些关键条件？
For the people listening, what are the inputs necessary to get to a 100,000,000 in revenue for an e com brand in three years?
其实不一定要做消耗品。
So it doesn't have to be consumables.
现在大家都盯着消耗品，说什么保健品啊、补剂啊。
I think everybody points at consumables these days and they're like, ah, supplements.
好像这生意就特别好做似的。
It's like, it's a better business.
但其实未必，如果你卖的是硬货，比如床单、家具，利润率反而更低。
It's not necessarily a better business because if you're selling a hard good like bedsheets or furniture, your margins are gonna be worse.
发货会更麻烦。
It's gonna be more difficult to ship.
里面涉及的东西太多了。
There's a lot of things in there.
但理论上，你第一天就能赚钱。
But you theoretically make money on day one.
卖保健品可不行。
In supplements, you don't.
你得靠复购才能赚到钱。
You gotta make that money on the retention.
所以，这是你必须撬动的另一个新杠杆。
So that's a new lever you gotta pull to make the business work.
所以直接回答你，萨姆，我觉得最重要的是你得有个好产品。
So to answer it directly, Sam, I think first and foremost, you've gotta have a good product.
好产品可不是简单地做个比Gruns更好的版本。
And good product doesn't mean make a better version of Gruns.
这玩意儿普通人可不买账。
That's not gonna work for people.
真正管用的是找到那个产品品类，那个没人碰过的空白市场。
What's gonna work is finding that product category, that white space.
好产品就是开辟新空白。
Good product equals new white space.
你们肯定都见过那些尼古丁贴片、Whip、Ultras这类东西吧。
So you've seen I'm sure you guys have seen these nicotine pouches, the whip, and ultras of the world.
我不会建议你去搞这个。
I would not encourage
它本质上看起来像锌片，但既不是烟草也不是尼古丁。
energy it's basically looks like a zin, but it's not tobacco or nicotine.
它就是提神的。
It's energy.
对。
Yeah.
就跟咖啡因还有其他跟尼古丁贴片类似的东西一样。
It's like caffeine and other things that like the nicotine pouches.
太厉害了。
Amazing.
不是因为我信这产品，而是厉害在你搞了个没竞争对手的新形态。
Not because I'm a believer in the product, but amazing because now you're taking a new format, a form factor that doesn't have competitors.
所以我觉得 anybody 看了都想：我也来试试。
And so I think anybody looking at it and be like, oh, I'm gonna do it too.
你可能能赚点小钱，但别想把公司卖出去。
You might find a little bit of success, but you're not gonna sell your business.
你成不了赢家的。
You're not gonna be the winner here.
去找个全新的产品形态吧。
Go find a new product format.
共生的。
Symbiotic.
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我推出了这些脂质体产品。
I came out with these little liposomals.
我还见过谁搞过这种新东西？你听说过Dose这个产品吗？
Who else have I seen that's created new Oh, you've got like Do you know the product Dose?
就是那种护肝的保健品。
It's like the liver health product.
像这种小注射瓶似的包装。
It's like these little shot glasses.
就是高度浓缩的液体。
Like a concentrated liquid.
这也是另一种形式。
That's another one.
等等，你这浓缩液体是啥成分？
Wait, I've got a concentrated liquid of what?
护肝的？
Liver?
他们的保健品是一种针对肝脏的浓缩液体。
Their supplement is a concentrated liquid for the liver.
你去搜一下，我觉得网站是 dailydose.co。
So look up, I think it's dailydose.co is the website.
这又是另一种形式特别的产品。
That's another product that has a unique format.
再给你推荐一个。
Another one for you.
你们知道 Mary Ruth Organics 或者 RHO Nutrition 吗？
You guys know Mary Ruth Organics or RHO Nutrition RHO?
这些产品嘛，我不确定是不是脂质体，但都是液态维生素。
So those are like I'm not sure if they're liposomal, but they're like liquid vitamins.
他们的做法就是做液态维生素。
Their approaches were the liquid vitamins.
我真没想到，居然没多少人跟进做这个。
I'm shocked there's no, if not more, competition doing that.
这些可都是大企业。
Like these are big businesses.
我刚提到的每一个，都是做得特别好的大公司。
Every single one of the ones I just mentioned is a big business doing really well.
所以这个思路就是，拿一个大家都熟悉、或者很多人知道的东西，稍微改改它的形式、吃法。
So the framework of this is taking a thing that everyone knows or many people know and just slightly changing the form, way you consume.
但你到目前为止提到的，全都是可食用的产品。
But everything that you've named so far has been a consumable.
没错。
Correct.
因为我最熟悉的就是这个领域，现在大家关注的也主要是这个方向。
Because that's the space that I'm most familiar with and people typically are looking at right now.
但道理是一样的。
But it would be the same thing.
你知道Cozy Earth有多大吗？
Do you know how big cozy earth is?
他们主打的就是竹纤维床单。
Their whole thing was bamboo sheets.
对吧？
Right?
依我看，肯定也有别的公司在卖竹纤维床单，但那正是他们的招牌。
And if you ask me, I'm sure other businesses sell bamboo sheets, but that's their thing.
他们也是个大生意。
And they're a big business as well.
我其实能给你举出各行各业的例子。
And so I could give you examples across all sorts of categories.
很明显，保健品最容易让人理解。
Obviously supplementation's the easiest for people to visualize.
哇哦。
Wow.
所以你第一步说的是好产品，但说得更具体点，你意思是‘对的产品’。
So the step one you're saying is good product, but let's say that less generically, what you're saying is the right product.
而正确的品类，得是那种还没被挤爆的领域。
And the right product is a category that's not already supersaturated.
你要么在现有品类里换个形式，让它焕然一新，要么找到一个没人解决的新痛点、新问题，不管是新补剂还是别的啥，你就干它。
And you either you take an existing category, you change the form factor to make it new, or you find a new pain point, new problem, new supplement, new whatever, and you're gonna do it.
你得有个核心的差异化点。
You you need some point of key differentiation.
对。
Yeah.
你的维生素，就做成液体的。
Your vitamins, put your liquid.
你的床单，就主打竹纤维。
Your sheets, put your bamboo.
没错。
Yeah.
你的绿蔬粉，就做成软糖的形式。
Your, you know, your greens, but your gummies.
然后你找到这个关键的差异化点，就能开创一个新品类。
And you find that key point of differentiation which gives you new category.
明白了。
Alright.
这是第一步。
That's step one.
没错。
Exactly.
那个机器。
The machine.
说清楚点，我最近刚看到几个例子，等下再讲第二步——有人把维生素做成了果冻豆的样子。
To be clear, a couple that I've just seen recently, and then I'll tell you the step two, I've seen jelly beans as a form factor.
还有棒棒糖。
I've seen lollipops.
对吧？
Right?
我的意思是，你觉得这些生意会做大吗？
Like, people are it it do I think that those businesses are gonna be huge?
大概不会。
Probably not.
虽然有点小众，但比起我们这种做软糖的，他们可能更容易成功。
Like, it's a little bit niche, but, like, they're probably gonna be more successful than somebody making a gummy like us.
喂。
Hey.
跳过一个问题。
Skip a question.
对。
Yeah.
你一开始说的是酸糖。
You started this by saying Sour Patch Kids.
对。
Yeah.
为啥这些软糖都不酸呢？
How come none of the gummies are sour?
所以为啥没人搞个‘酸味维生素’呢？
This is why doesn't anybody be like, it's sour vitamins?
我估计我会买。
T I would probably that.
还没定。
TBD.
我们可能会给你出个类似的产品，Shaan。
We we might we might give you something like that, Shaan.
我也超爱酸的。
I'm a sour fiend as well.
我肯定冲一个。
I'm I'm gonna hit that.
别
Don't
别担心。
worry.
有时候我想创业，但转念一想，哎，我懂了。
Sometimes I wanna start the business, and then sometimes I realize, oh, I know.
我就是饿了，就想吃点那个东西。
I'm just hungry, and I just wanna eat that thing.
根本不用非得去创业。
And I don't need to start.
也许这真是个细分市场，也可能我就是饿了。
And that this might be the category, or maybe I'm just hungry.
等等。
Wait.
你刚才说的挺有意思。
You actually said something interesting.
你说这太小众了。
You said it's too niche.
那你怎么做到年收入一亿美元的？有没有什么关键步骤？
Is there a what's your to getting to a 100,000,000 in revenue, is there okay.
你刚才说要抓住产品形态。
So you said take the form factor.
然后第二个点——我不确定是不是第二个，但这里确实有个总可用市场相关的问题。
And then the second or I don't know if it's the second thing, but there there is a TAM related thing here.
有没有一个临界点，让你觉得这事儿真能成？
Is there like a threshold where you're like, this has legs?
说实话，我有点偏执。
Look, I'm a bit psycho.
对吧？
Right?
我身边看到的都是公司短短时间就做到几亿美金收入。
All I've seen around me is businesses getting to hundreds of millions of revenue quickly.
所以我衡量成功的标准，就是我第一个创业项目——才干了六个月，我就直接关了。
So my gauge for success is the business I started, the first business I started, I literally sunset six months in.
那时候年收入一百万，EBITDA利润率高达90%。
It was at a 100,000 of revenue and 90% EBITDA margins.
但我还是关了，因为我觉得这规模太小了。
And I sunset it because I said, This isn't big enough.
这算不上什么大事，但这就是我的思维模式，对吧？
Like this isn't But that's how I'm wired, right?
如果有人想搞个年现金流五百万的生意，稳稳运营，那已经是巨大的成功了。
Like if somebody wanted to get to a 5,000,000 cash flow business and run that, like that's massive success.
所以我不会去劝别人别……
So, not gonna like deter people from
但我真想知道你的底线是多少。
But I wanna know your threshold.
对。
Yeah.
我的底线？
My threshold?
其实我现在做的网站规模更大了。
Well, I mean my sites are even bigger now.
我还在搞Gruns、Nutrobes、Juiced这些产品，你身后看到的那些。
Like I'm still working on Gruns and Nutrobes and Juiced and these products you see behind me.
我们现在做的可不止Gruns了。
We have more than just Gruns now.
聊这个我很乐意。
Happy to talk about that.
但说实话，我现在只看那些能做成一千一百亿美元规模的项目，差不多这个量级吧。
But I mean, at this point, I'm looking only at stuff that can be $110,000,000,000 outcomes, somewhere around there.
你有没有那种感觉？策略定了，brief写好了，所有人都达成一致了，结果一抬头才发现——还得有人坐下来真干活儿。
You know that feeling when strategy is done, the brief is written, and everyone is aligned, and you realize someone still has to sit down and actually create the content.
那个人就是你，而且明天就得交稿。
That someone is you, and it's due tomorrow.
Breeze Assistant 能帮上忙。
Breeze Assistant can help.
它直接集成在 HubSpot 里，帮你起草营销文案、博客文章、邮件，全都是你的品牌语气，而且完全基于你真实的客户数据。
It works right inside of HubSpot, Drafting campaign copy, blog posts, emails, all in your brand voice, all grounded in your actual customer data.
别光是发内容，要发能带来转化的内容。
So don't just create content, 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.
咱们继续往下讲你的公式吧。
So let's keep going in your formula.
第二步我们干啥了？还是说漏了？
What's did we do step two or no?
第二步，也是最后一步，就是客户终身价值跟获客成本的比值，LTV 对 CAC。
Number two, and this is the end of it, is LTV to CAC.
如果你的业务 LTV/CAC 能做到三倍以上，那你就稳了。
So if your business has an LTV to CAC of three times plus, you are golden.
每次有人聊盈利，聊 MER——你可能没听过这个词，就是营销效率比——我都不确定他们到底懂不懂。
Anytime people talk about profitability, anytime people talk about MER, I'm not sure if you're familiar with that, it's like marketing efficiency ratio.
你这么想：如果你把收入的20%花在营销上，那反过来就是5倍的营销效率比。
The way that you think about it is if you spend 20% of your revenue on marketing, then the inverse of that is a 5x MER.
也就是1除以2。
So one divided by two.
你其实就是说……
All you're saying
我想搞一台机器，花一美元就能拿下一个客户，我知道36个月后这客户会给我回3美元，那我就拼命往这个漏斗前面砸钱，只要能行就一直砸。
is I want a machine where I can buy a customer for a dollar, and I know that in thirty six months that customer will pay me back $3 I'm gonna dump as much dollars as I can into the front of that funnel as long as that's possible.
我觉得大多数人，说实话，我不太确定。
And I'd say the key here is most people I I don't know.
可能我搞错了，但我感觉很多人把客户终身价值简单当成总收入了。
Maybe maybe I'm just wrong, but I think a lot of people think lifetime revenue lifetime value as just revenue.
但你这里关键点说的是，这其实是完全算上成本后的毛利润。
And what you're saying importantly here is it's the, you know, totally fully loaded gross profit.
所以要达到3倍，你实际上得从每个客户身上赚到六美元收入，差不多五到六块收入，才能拿到三美元的毛利润。
So to get to three, you're probably actually doing $6 of revenue on that customer, close to a $5.05 to six to get $3 of gross profit off that off that customer.
没错。
Correct.
不管你利润率是多少。
Whatever your margin is.
不过，确实如此。
But, yeah, that's correct.
你得做到，只要你的客户终身毛利润除以获客成本等于三或以上，这生意就成立了。
You've gotta do but if you hit that three times fully burdened gross profit LTV divided by your CAC, and that equals three or more, you've got a business.
你怎么知道Gruns会是1比3呢？
How did you know that Gruns was gonna be one to three?
我也不知道。
I didn't.
我看过一些案例，大概能猜到走势，但我们当时确实算出了获客成本。
I've I'd seen enough to know how it might play out, but we we came out with a CAC.
从公司第一天起，我们所有人都知道，我们的获客成本上限是多少，只有超过三倍的LTV/CAC，这生意才走得通。
Everybody in our company since day one knew what our CAC ceiling was that would result in a three times or greater LTV to CAC.
你能说说那个数字是多少吗？
Can you say what that number is or no?
我刚起步的时候，说实话我也记不清了，但我能告诉你的是，现在这个数字比创业第一天高了两倍。
When I first started, I mean, I can't really tell you, but what I'll tell you is it's two x higher today than it was on day one of launching the business.
为什么呢？
Why?
不是因为我们突然变厉害了，LTV提高了。
It's not because we magically got better LTV.
是因为我把获客成本压得特别低，确保能达成目标。
It's because I set the CAC so low to ensure that we'd be able to hit it.
那这说明什么？
So what does that mean then?
你的广告得特别抓人。
Your ads need to be extra catchy.
要做出特别抓人的广告，你得有个超棒的促销方案，或者特别打动人的故事，总之得...
In order to make extra catchy ads, you need like a super good offer or a super good story or super like, you
方方面面都包括。
It's all of it.
说白了，就是这些因素综合起来。
It's kind of all of it.
我觉得难点就在这儿——有些人看到那些做代发货公司的幕后操作者，就说他们的广告太烂了。
And that's where I think this gets so difficult is people are like, sometimes I see the shadow figures that are running these drop shipping companies and they're like, Gruns ads are bad.
根本谈不上好。
They're not even good.
一点创意都没有。
They're so like non creative.
因为我们是正规公司，从不吹嘘能治癌症。
And that's because we're a reputable company that doesn't say we can cure cancer.
你要是学那些幕后操作者那样干，
You do these things that some of these shadow figures do.
那才叫没创意。
That's not creative.
这种做法，从人性角度来说真的太差劲了。
That's just actually bad to do as a human.
但回答你的问题，光靠做好的广告可不够。
But to answer your question, it's not just creating good ads.
你得有个好产品方案。
You gotta have the good offer.
还得有好的用户留存。
You've gotta have the good retention.
产品本身也得过硬。
You gotta have a good product.
对吧？
Right?
你得有个真有人想买的商品。
You have to have a product that people actually wanna take on.
我们在亚马逊上的客户终身价值跟获客成本比，简直太漂亮了。
Our Amazon LTV to CAC is phenomenal.
这是在我们不像Meta那样做广告的平台上。
That's on a platform where we're not advertising the way that you do on Meta.
我们没有那种固定的订阅入口。
We're not like, you don't have your subscription portal in a certain way.
取消订阅就一个点击的事儿。
It's like a one click cancel button.
这在亚马逊的商业逻辑上，比其他品牌强太多了。
And that's like leagues beyond what I've seen with other brands in terms of Amazon economics.
D2C这个领域挺有意思的。
D2C is one of these funny spaces.
我记得我给你发过私信。
Like, I I think I DMed you.
我看过咱们俩几年前的私信，Shaan。
I I read our DMs, Shaan, from like It was a couple years ago.
那应该是2023年的事儿了。
It would it would have been like in 2023.
刚做三个月，你就开始关心落地页了？
Like three months into the business, you're asking about the landing page.
是啊。
Yeah.
我刚做三个月的时候，好像还给你发过夸奖消息。
So three months into the business, I was I think I just sent you a compliment.
我当时说：嘿。
I was like, hey.
你这落地页做得真不错。
I think your landing page is really great.
有意思的是，你那时候特别低调。
You know, I guess the interesting thing is you were really you were quiet.
对吧？
Right?
这其实有个挺奇怪的悖论，我叫它‘代发货者的悖论’：一个人越大声宣扬自己电商有多成功，
Because there's this weird paradox, and I would call it the drop shipper's paradox, which is sort of the louder somebody tends to be about their ecommerce success.
我差不多是越来越怀疑了。
I sort of I sort of proportionally increased my skepticism.
我觉得你特别安静，却做成了一个超棒的生意。
And I feel like you were very quiet, and you built a killer business.
等你真做到了大额退出、站上顶峰，那时候再聊聊也无妨。
And then now once you've kind of, like, you know, reached a big exit and amount to top, sure, you could talk a little bit more about it.
你现在又在为最后这点事儿拼命了。
You're doing a little bit sweating one more time.
你怎么看这个事儿？
What do you think about that?
你看看外面那些在D2C推特和其他地方特别吵的人，你觉着咋样？
What do you see when you look out at the landscape of, like, people who are are quite vocal, quite loud on on D2C Twitter and other places?
我觉得咱们得理解别人是怎么做生意的。
You know, I wanna have sympathy for how others run their businesses.
我跟那些吵得厉害的人聊过，他们其实是在搞一些不太显眼的小生意。
And so what I will say is like, I've had chats with some of these people who are louder, who are running these businesses that they little shadow businesses.
你根本不知道他们到底做什么生意，但人家年营收都上亿了，反正就是这么夸张。
Like, you don't know what their business is, but it's doing a 100,000,000 of revenue or whatever.
我慢慢明白，有些人其实根本没意识到自己做的事不合适。
And what I've come to realize is some of these people just don't know yet that what they're doing is inappropriate.
对吧？
Right?
他们发的广告根本就是越界了，自己还懵着呢。
That the ads they're running are inappropriate.
他们完全没搞清楚这背后会有什么后果。
They don't really understand the consequences.
还跟朋友击掌庆祝，炫耀刚买的兰博基尼呢。
They're fist bumping their friends about the Lamborghini they just bought.
所以我觉得，问题不在于别人声音大不大。
And so what I would say there is I think it's less about how loud people are.
而在于，我们每个人在成长为靠谱、干净的创业者时，都会经历这样一个自然的过程。
I think it's about the natural evolution that we all go through as we learn what it means to be a reputable business person running a clean business.
这得靠时间慢慢积累。
And that comes with time.
我主要是从一些顶尖品牌和他们的优秀管理团队身上学到的，他们既是我的导师，也是我的朋友。
I happen to learn most of it through amazing brands that with great executive teams that I learned from who are mentors and friends.
我觉得对这些人来说，他们也在学习，只是需要一点时间。
And and I think for some of these people, they're learning and it's gonna take a little bit of time.
从外面看我，你可能会想，哎，你看起来真挺淡定的，我认识你才三十分钟而已。
So from the outside, I look at you and I think, well, you seem really I I've only known you for thirty minutes.
你看起来特别平静。
You seem very calm.
你给人的感觉特别稳重。
You seem very well balanced.
你真是个特别好的人。
You seem like a lovely person.
你的成功简直太惊人了。
The success has been off the charts.
我觉得吧，一切都完美极了。
And I think, well, everything's perfect.
这哥们儿好像啥都有了。
This guy has just had it all.
当然，现实根本不是这样。
Of course, that's not the reality.
那这段旅程里，最让人头疼的是什么？
So what has what has sucked about this journey?
说来有趣，我们团队内部有个笑话，说我可能是我们认识的最淡定的人。
You know, it's funny, the team, we have this joke internally that I'm the chillest guy we know.
这话吧，还真有点道理。
And it's sort of kinda true.
我确实性格比较沉得住气，而且我觉得犯错本来就是学习的一部分。
I am actually a pretty calm person, and I think mistakes are all part of the learning.
没有哪家公司是完美的。
No business is perfect.
一个完美的企业，是能从错误中快速学习的，而这些错误不该怪到人头上。
A perfect business is one that learns quickly from the mistakes that it makes, and people aren't to blame for that.
我可以给你举个例子，比如2024年1月29号那天，我们简直糟透了。
What I'll say is I could give you an example of actually like a really rough day we had on 01/29/2024.
我可以跟你聊聊那天发生了啥。
And I can tell you a little bit about that.
但说实话，做这种生意最难的地方，外人根本想不到——那就是怎么组建一支全是顶尖人才的团队，更难的是，怎么放手让他们干。
But I would say the hardest thing about building a business like this that folks just don't appreciate is just how difficult it is to build a team of all stars and more difficult than that, unleash them.
给他们空间，让他们自由发挥，按自己的本事去执行。
Give them the space to play and run and execute according to their abilities.
我们真正的突破就在于两点：第一，找到超棒的人。
And that's really been our unlock is, one, getting amazing individuals.
你要是看看我们的高管团队，或者整个公司一百三十多号人，别人肯定会说：这团队也太强了吧。
I think if you look at our executive team, if you look at our entire team, the 130 people plus of this company, I think people would be like, That is a stacked team.
他们一个都不会走。
They're not going anywhere.
我们现在过得挺开心的。
We're having a good time.
前面还有很多事等着我们去做。
We've got a lot ahead of us that we wanna do.
这里的文化让他们能发挥出在别处根本做不到的水平。
And the culture here allows for them to excel in a way that they wouldn't be able to do elsewhere.
你能再详细说说吗？
Can you dive deeper on that?
大家总说要招最棒的人，我也老这么说。
Because people always say hire the best people and all that, and I say that too.
但我特别讨厌别人给我这种建议，或者我自己给别人这种建议，因为我根本不是想招差劲的人。
I hate when I give that advice or when I receive it because I'm not trying to hire the worst people.
我是真心想招最好的。
Like I am trying.
那到底什么叫‘最好的人’呢？
So what does the best people actually mean?
你到底看中什么？
What do you look for?
哪些特质？
What attributes?
说起来挺有意思的，萨姆，你知道吗？
Yeah, know what's so funny about this, Sam?
我常听人说，哦，某个人可能最适合这个岗位。
I've heard people be like, Oh, well, somebody could be the best for your role.
但我跟他们说：不对，不对，完全不对。
And I'm like, No, no, no.
真有那种顶尖的人才。
There's legit people who are the best.
如果你说‘我们招了这个细分岗位的最合适人选’，那多半是你根本招不起真正顶尖的人。
You're probably just not able to hire them if you're saying like, Well, we got the best for this narrowly carved out role.
所以我说的‘顶尖’，指的是那些敢做决定、有主见的人。
So, when I say the best is what we're looking for is people who have confidence to make decisions.
对吧？
Right?
所以每个人都有潜力当CEO。
So everyone has the ability to be essentially a CEO.
说实话，五年后我们可能就会看到这种情况了。
And frankly, I would not be surprised if we're talking five years from now.
很多在Gruns的人已经创办了非常成功的企业，因为他们一直培养着像CEO一样做决策的思维和习惯。
And a lot of the folks here at Gruns have started companies that are really successful because they've had that skill set, that repetition of making decisions as if they're the CEO.
所以归根结底，这跟经验、训练有关——不管你做市场、用户留存，还是做产品。
And so I would say that it comes down to just being like reps, experience, training in whatever function, if you're a marketing person, a retention person, if you're a product person.
最难的部分是，再次强调，听这段话的创业者或CEO们得好好反思：你该怎么给这些人松绑？
And then the hardest part, again, and this is where I think the people listening to this who might be founders or CEOs have to check themselves is how do you unblock these people?
你该怎么退后一步，让大家齐心协力做成一件大事？
How do you get out of the way to ensure that everybody together is building something massive?
我想问问你关于你们的营销，我觉得你们的营销做得太牛了。
I wanna ask you about your marketing because I think you did world class marketing.
就像我们以前说的，我最早对你说的一句话就是：嘿，你这落地页做得真棒。
Like we said, years ago, I thing I ever said to you was, yo, nice landing page.
对吧？
Right?
这可是我给别人的最高评价了。
Like, that's the highest form of of respect I give.
我想趁这个机会跟你深入聊聊。
You I wanna actually open up here.
我来共享一下屏幕。
Let me screen share.
我想给你看看你的 Facebook 广告库，你给我们做个十分钟的营销干货分享吧。
I wanna show you your Facebook ad library, and I just want you to talk us through a sort of a ten minute masterclass on marketing.
好。
Yeah.
你跟我说说你看到了什么，因为普通人看这个，根本看不懂。
So I want you to tell me what you see because, you know, the average person will look at this.
他们根本不知道该关注什么。
They don't really know what to take.
你帮我指出这儿有什么特别的。
I want you to point out what's interesting here.
我试试能不能放大一点，这儿有什么值得注意的？
Let me see if I can zoom this a little What's interesting here?
该注意些什么？
What to notice?
从中学到的东西，怎么用到其他人的生意里？
What to learn from that would apply to other people in their businesses?
你怎么看待营销的？你们当初是怎么想的？
How to think about marketing the way you guys thought about marketing?
对。
Yeah.
我的第一反应是，你往上拉一点，上面写的是啥？
I mean, first thing I see when you go back up is like, what does it say?
多拉点屎？
Poop more?
你见过哪个补剂品牌会这么调皮地玩梗吗？现在好多品牌都只会干巴巴地讲临床数据，这也没啥不对的。
Like what other supplement brand do you know that's like being a little bit sassy with commentary Now like you see it a little bit more from these brands that are like just talking about their clinicals all the time, which nothing against clinicals.
我们其实也做临床试验。
Like we do clinicals too.
我们测试产品远远超出基本要求，但就是不提，因为那太无聊了。
And we test our product electively well beyond what's sort of required, but we just don't talk about it because that's not fun.
所以我觉得，这些广告才叫有趣。
And so what I would say here is these are fun ads.
有人看到估计都会笑出来。
Somebody sees that and they're probably laughing a little bit.
往下刷的时候，我们专门花了时间讲GLP-1这个点，我特别骄傲那天我们决定这么干，因为身边所有人都在说——‘天然就是司美格鲁肽’。
If you scroll down, we spent some time on GLP-one as an angle, And I'm really proud the day that we decided to do this because everyone around us, and I don't spend enough time on Instagram to know, everyone around us is like, Nature is Ozempic.
他们就这么说，但其实完全不对。
They'll say something like that, which is objectively wrong.
这话可不能这么说。
You're not supposed to say that.
我们从来就没这么干过。
We've never taken that approach.
我们就是GLP-1类药——比如Ozempic、Tirzepatide、Zepbound这些——最好的闺蜜。
We are what we would say the best friend to Ozempic, tirzepatide, Zepbound, whatever the sort of g m p ones are.
所以你们正好搭上了这波热潮。
So you were able to kind of surf that wave.
你们没把自己当成替代品，而是当成了配套搭档。
You were able to hijack some of the momentum of that product and position yourself not as a replacement, but as a companion.
等等。
Wait.
你为啥
Why do you
你咋还整了个OliPop？
have why do you have an OliPop?
好吧。
Okay.
其实呢，GLP-1那些药的新广告用的就是OliPop的图片。
Well, it was the g l the GLP one's new crush ad was that Olipop image on it.
所以我们现在正和OliPop搞个限时促销。
And so we're running a limited time offer right now with Olipop.
这个是——
So this is Oh,
是一种口味。
it like a flavor.
是OliPop的一个口味。
It's an Olipop flavor.
这个是Gruns，你应该能在这儿看到。
So this is this is Gruns, which I guess you can see right here.
我正在视频里指着它呢。
I'm pointing to it in the video.
可能有人是在听音频。
Maybe people are on audio.
但我们这儿还是有原味的Gruns。
But we've got Gruns sort of original.
每个月或者每两个月，我们都会搞一次限时发售，这次是Olipop的草莓香草味。
And then, you know, every month or two months, we do these limited time offer drops with, in this case, it's Olipop strawberry vanilla flavor.
我们第一次做的那种，是青苹果味的，就是那种Granny Smith苹果味。
You know, the first one we did was like a Gruny Smith apple, like Granny Smith apple flavored.
去年十一月，我们还出过一个‘绿巨人’酸味汽水。
We did a Grinch, sour Grinch punch last year in November.
所以我们又回到这个问题了：怎么才能让这事儿更有趣？
So we do these this again, back to the whole like, how do we make this fun?
你倒是说说，还有哪个品牌会像我们这样，搞限量发售，还让人每天喝都觉得特别有意思？
Like, you tell me one other stuff, one other brand that's doing like drops and making it actually fun to take the product each day.
所以看起来你拍了好几个不同角度。
So And so it looks like you've got different angles.
所以你们有
So you've got
对啊。
Yep.
喂。
Hey.
我们简直就是司美格鲁肽的最佳拍档。
We're we're, you know, Ozempic's best friend.
你排便更多了。
You've got poop more.
还有这里的护士，你知道的，那位护士
You've got nurse you know, the nurse here who's
可能在聊营养缺口的问题。
Probably talking about nutrient gaps.
护士杰姬在谈营养。
Nurse Jackie talking about nutrients.
所以你有这些不同的角度，我猜每个角度都会对应一个与之匹配的落地页。
So you have these different angles, and I'm guessing that the these each lead to a landing page that aligns with that message.
对吧？
Correct?
所以就像是
So it's like
没错。
Yeah.
五六个不同的角度，每个都配一个量身定制的落地页，延续同样的信息，你这么做是为了测试出一个最有效的吗？
Five, six different angles each to a tailored landing page that continues that message, and then you are you doing that just experiment to find one winner?
还是说，你根本不想只留一个，而是打算同时跑五六个，因为不同客户群体心态不一样，你想把他们都覆盖到？
Or are you like, no, we're gonna keep running five or six of these because there's just different markets of different customers who have different mindsets, and we're gonna try to get all of them.
对。
Yeah.
为了让这个方法真正有用，你得大量投放广告来做测试。
To make this super applicable for people, you should test ads in high volume.
所以多找些新角度，到处去测试，挑出那些真正能打动人、又不骗人的。
So find new angles, test all over the place, find what sticks with an eye towards being good human.
对吧？
Right?
别瞎吹你的产品能让人的性生活变好，要是根本做不到就别这么说。
Don't say that you like you're gonna make somebody sex better if your product doesn't actually do that.
要是你的产品真能解决某些问题，就拿科学数据来证明。
Like actually do the science validation if your product can help with certain things.
一旦发现某个角度效果不错，就围绕它把整个转化路径都搭起来。
Once you've identified an angle that seems to be running, then you build the entire funnel around it.
比如做些静态广告，直接呼应这个角度。
So you've got static ads that talk to that angle.
再搞点用户生成内容的视频，对着镜头讲，也围绕这个点。
You've got UGC sort of hoist to camera angle ads that run at that.
还可以拍些更有电影感的片子，同样紧扣这个核心角度。
You've got more cinematic type shoots that run at that angle.
你所有投放的广告形式，全都要围绕这个核心角度来设计。
Everything that you're just plowing all sorts of ad concepts toward or sorry, ad structures to that angle.
从那里开始，用户 landing 的页面特别关键。
From there, where people land is really important.
用户看到的弹窗、收到的邮件和短信，都得特别讲究。
What people receive as a pop up is really important, what people receive as email and SMS is really important.
所有内容都要紧扣这个主题。
Everything is tailored to that message.
比如，如果用户是通过肠道健康广告进来的，我们就得知道：‘萨姆对肠道健康感兴趣了’，然后所有东西都往这方向靠。
So if you came in on a gut health ad, we want everything tailored to, Hey, Sam just expressed interest in the gut health ad.
太好了。
Great.
那萨姆八成是真对肠道健康有兴趣。
Then Sam's probably interested in gut health.
那就给他一个弹窗，帮他搞清楚：他到底对肠道健康的哪方面感兴趣。
Let's give a pop up that helps them understand what about gut health is he interested in.
这个弹窗决定了我们给萨姆发邮件和短信的内容，全都围绕他表现出的兴趣来设计。
That pop up informs what messages we send on email and SMS towards Sam's expressed concern.
这个页面完全是为萨姆的意图量身定制的。
That page is dialed for Sam's intent.
等用户买完之后，我们现在正在琢磨的是：怎么跟萨姆做长期沟通？
And then on the back end of that, once people have purchased, this is something that we're trying to put into process now is how do we talk to Sam long term?
他可能一开始是因为肠道健康来的，但我们要慢慢让他明白，这个产品远不止肠道健康这一块，得顺着最初吸引他的那个点，一层层把价值铺开。
He may have started on gut health, but how do we get Sam to understand that there's so much more to this product than just gut health and do that over time, building on sort of the foundation of why this product was important?
你刚才说的这些，让我想起我读《人性的弱点》那会儿。
Most everything you're saying, it's sort of like when I win read the book How to Win Friends and Influence People.
我当时就想：对啊，确实如此。
I'm like, oh, yeah.
这道理太明显了。
This is obvious.
说得通。
Makes sense.
有道理。
Makes sense.
但难就难在执行上。
But the hard part is execution.
没错。
Totally.
你做事特别有条不紊，虽然严格，但特别温和。
And it seems like you're ruthlessly, in a kind way, executing.
我接下来问一堆问题，你可能一次就能全答了。
What's so I'm gonna ask a bunch of questions I think you can answer in one go.
你们每个月出多少广告和落地页？
How many ads and landing pages per month are you putting out?
我记得你好像说你们团队只有30个人？
And I think you only said you had a 30 person team.
这么小的团队，产出量也太大了吧。
That seems like a lot of output for a relatively small team.
你能说说具体是谁在做这些工作吗？
Can you talk about like who's doing the work?
是的。
Yeah.
我们每个月大概要推出几百条广告，不断轮换更新。
We're probably putting out hundreds of ads a month, cycling in and out.
就是为了找到下一个突破口。
Just trying to find that next unlock.
我们一直在持续推出新的创意。
We try to create new concepts pretty consistently.
这不只是广告数量的问题。
So it's not just about ad volume.
更重要的是，我们有明确的结构：有多少是已经验证过、稳定的常规广告，也就是那些我们知道有效的内容和主题。
It's actually structured around like how much of that is like business as usual ads that we already know or structure or sorry, concepts, themes that we know already work.
又有多少是在探索全新的应用方向。
And how much of that is like we're trying to find new frontier of applicability.
说到团队，去年12月Shaan联系我的时候，说‘这落地页做得不错’，那就是我做的。
In terms of the team, when Shaan reached out to me in December 2023 saying, hey, nice landing page, that was me.
对吧？
Right?
那个落地页就是我亲手搭的。
Like, I was the guy that built that landing page.
我们没找外包公司。
We didn't use an agency.
我记得我当时回你消息的时候就提过，因为你问了。
I think I even said that in the the message because you asked.
从一开始就是我负责的。
That was me from the beginning.
你看看我们的购买按钮。
And, you know, you you see our buy box.
那个就是你点‘加入购物车’的地方吧？
Is that a place where you do the add to cart?
过去三年里，我们看到不少人直接抄我们的购买框。
We've seen people rip that over the last three years copying that buy box.
要是他们知道那个叫查德的普通人——根本不是电商专家，但在D2C领域我确实懂不少。
And if they only knew that random dude named Chad who's not an e com expert, broadly across D2C, I know quite a bit.
但我可不是那种专门做电商网站的开发者。
But I'm not an e com guy who builds these sites.
整个行业都在模仿这种形式。
The whole industry is mimicking this format.
是啊。
Yeah.
看到这种情况真挺有意思的，我觉得大家还是得自己去测试才行。
It's really interesting to see that and I think people need to test their own.
从那以后，我们也找到了一些更有效的全新形式。
And since then, we found new formats that work.
再说回团队，我们现在人手遍布各处。
But talking about the team, we've got people across.
我们Retention团队有三个人专门负责邮件和短信，搭建整个用户触达流程，确保消费者体验顺畅。
We've got like three folks on the retention team who do the emails, SMS, who set up all the flows that allow for our consumers to have a good experience.
他们关注的是下单之后的事儿——从第一单到几百单，用户旅程是怎么样的。
So they're focused on after order one, what does that journey look like through order hundreds?
对吧？
Right?
我们有个挺大的团队在做付费广告，就是搞广告投放。
We've got a large team doing paid, so creating ads.
具体到创意内容，大概有四五位甚至五六位创意策略师负责实际制作广告，另外还有人专门做设计和视频剪辑。
The actual creatives, We have probably four plus, maybe five or six creative strategists who actually create the ads, and then we have people who design and do the video edits.
然后还有一批人负责管理广告账户。
And then we have the people who actually manage the ad accounts.
对吧？
Right?
大概有四五个人专门盯着数据分析，评估效果，再反馈给创意团队：这个管用，那个不行，赶紧改。
There's probably four or five of those who actually are looking at the analytics, evaluating, passing back to the creative strategist saying, here's what's working, iterate on that.
我们的电商团队简直太给力了。
We've got an e comm team that's absolutely dialed.
现在电商这边的节奏快得不得了——落地页设计、购物车优化、结账流程、购买后的体验，这些我们都在不断迭代。
The velocity coming out of e comm now, so landing page designs, iterations on the cart, checkout, post purchase, all of that good stuff, we're constantly iterating on.
看着真带劲。
It's so fun to see.
以前就我一个人随便搭个网站配个广告，现在却有了整套成熟的体系。
It used to be me throwing up a quick website against an ad angle, and now we've got like a full infrastructure around it.
可这还是太夸张了。
Still, that's crazy.
这么点人，居然能做出几亿美金的营收，还有成百上千条广告，真不敢信。
That just not seem like a lot of that doesn't seem like a big operation for creating hundreds of millions of dollars of revenue and hundreds of ads.
其实不需要那么多人。
It doesn't require a lot.
我都会跟别人说，你也能自己搞起来。
And I would tell people that they can do it themselves.
对吧？
Right?
你先做个模板，然后推荐用Replo，我就是用这个平台。
You create a template and shout out to Replo is the platform that I used.
我觉得用Replo做出几亿美金的营收完全没问题。
And I think you can do hundreds of millions of revenue on Replo.
就是Replo。
I think it's Replo.
这个应用是个网站，也是个Shopify插件。
App is the website, and it's a Shopify plugin.
这平台真的太棒了。
I mean, it's such a good platform.
你只要做个模板就行。
You can just create a template.
唯一要换的，就是标题，比如是讲肠道健康，还是换成其他广告主题。
The only thing you need to swap out is like the headline, whether it says gut health or it talks about pick your other ad theme.
把页面上的小模块替换成新的广告文案。
Substitute the little blocks on the page with the new ad copy.
其实没那么难。
It's like, it's not that hard.
一天之内，你就能搞出一个全新的广告漏斗，效果比普通落地页强多了。
Like in a day, you can create a completely new ad funnel that is gonna have incremental performance against a sort of general landing page.
那人得赶紧把这段剪下来，做成爆款。
That guy's gotta clip that clip and make that mad.
准备好让你的脸出现在Replo的广告里吧。
Get ready to see your face on a Replo ad.
你看。
Look.
我完全没意见。
And and I have no problem.
他们根本不收费。
They don't charge.
我的意思是，我以前就跟他们说过。
I mean, I've told them before.
他们收的钱太少了。
They don't charge enough.
你能从这玩意儿里榨出这么多价值，简直荒唐。
It it it's it's stupid how much value you can get out of that.
我其实对咱们好多平台都这么看。
And and I would say this about a lot of our platforms.
他们只是因为跟这儿相关，才被顺带提了一嘴。
They're just getting a shout out because it's relevant here.
这个内容是给那些年收入至少三百万美元的企业主准备的。
This is for the folks out there who have a business that does at least $3,000,000 a year in revenue.
因为到了这个阶段，你才终于能从埋头苦干好几年的状态里抬起头来，意识到两件事。
Because around this point, that's when you're able to look up after being heads down for years building your company, and you realize two things.
第一，你确实干得不错，但离最终目标还远着呢。
One, you've done something great, but you're still a long way from your final destination.
第二，你环顾四周，突然意识到：我孤身一人。
And two, you look around and you realize, I am all alone.
我把同行都甩在身后了，现在每做一千万美元的决策，都得自己扛，这时候，平庸就容易悄悄溜进来。
I've outrun my peers, which means you're now making $10,000,000 decisions alone by yourself, and that is when mediocrity can creep in.
我的公司Hampton就是解决这个问题的——我们提供一个由经过筛选的创业者组成的圈子，他们会督促你、戳破你的自欺欺人，帮你指明方向。
My company, Hampton, we solve this problem by giving a room of vetted peers of other entrepreneurs who are going to hold you accountable, call you out on your nonsense, and help show you the way.
说实话，你所在的城市里，真正懂你经历、走过这条路的人，寥寥无几，而且根本不好找。
Because the fact is, is that there's only a tiny number of people in your town who know what you're going through and who have been there, and they're hard to find.
就算你碰巧找到了，也很难有这么一个明确的时间、明确的场合，大家坐下来，规则清晰：我们聚在这儿，就是为了互相支持，互当董事会。
And if you can find them, it's hard to have this explicit time, this explicit place where you sit down, where the rules are clear that we are here to help each other and to be one another's board of directors.
最大的风险不是失败。
The biggest risk is not failing.
你已经有公司了，而且运转得不错。
You have a company and it's working.
你肯定没问题的。
You're gonna be fine.
但最大的风险，是十年后醒来发现自己在事业和生活上几乎没什么成长。
But the biggest risk is waking up ten years from now and saying, shit, I barely grew in business and in life.
对于你这样有抱负的人，我们最不想看到的就是潜力白白浪费、留下遗憾。
And for people like you who are ambitious, wasted potential, and regret is what we want to help you to avoid.
我们已经组建了无数这样的小组，成员超过一千人，我知道这招真的管用——不管你用不用Hampton，自己拉个小组也行。
We have made so many of these groups and we have a thousand plus members, and I know this stuff actually works, whether you work with Hampton or you get your own group on your own.
但如果你能每月面对面跟一群这样的人聚一聚，真的能改变你的人生。
But having a group like this, a group of people who you meet with in real life once a month, it can change your life.
它改变了我的人生，我也相信它一定能改变你的。
It changed mine, and I know it will change yours.
去了解一下吧。
So check it out.
上 hampton.com 加入我们。
Join hampton.com.
你眼中的普通营销和顶尖营销，区别在哪？
What do you see when you look at average versus world class marketing?
如果我已经有品牌或公司，也有落地页、在投广告，你觉得怎么样？
What do you think if I'm somebody who's got a brand or a company and I have a landing page, I got ads?
该做的我都做了。
I'm doing all the things.
他说要测试广告素材。
He said test creative.
我确实在测试广告素材。
I'm testing creative.
他说要测试落地页。
He said test landing.
我觉得我也有在做啊。
I I think I'm doing that.
当你给创始人提建议，或者看别人的品牌时，最常发现他们没做好的一两件事是什么？
What are the most typically missing when you either advise a founder or you go look at somebody else's brand and you're like, oh, man, they're just not doing this one thing, these two things well enough
对。
Yeah.
要想从普通或不错，真正跃升到顶尖水平。
To really jump from average or good to great.
归根结底还是产品得更好，但这话等于没说，因为你得先认赔止损。
Have a better product is typically what it comes down to, which is like so unhelpful because it's like you gotta cut your losses.
但很多想找捷径的人，用的都是敷衍了事的产品。
But like a lot of the people who are trying to find these hacks, they're doing it with like a mailed in product.
我们花了整整一年时间打磨产品。
We took a year to develop our product.
都是定制配方。
It's custom blends.
那你怎么知道它真的有效呢？
Well, how did you know that it worked?
因为我吃很多维生素，根本感觉不到有没有用。
Because a lot of times when I take vitamins, I don't necessarily know if it's working.
你有没有去验过好几次血？
Did you get your blood tested a bunch?
这个行业的妙处就在于，只要你去PubMed看看，你听说过PubMed吗？
This is the beauty of this industry is if you go to PubMed, are you familiar with PubMed?
就是那些研究论文发布的地方，对吧？
It's where studies are, right?
对。
Yeah.
所有研究都发在那里。
All the studies are published there.
你要是往产品里加维生素C，网上有成千上万篇研究讲它有啥效果，这事儿谁都懂。
I mean, you put vitamin C in your product and there's thousands of studies about what vitamin C does, Sure.
我可能说不上来那个120人双盲安慰剂对照试验的具体结果。
Maybe I don't know the precise outcomes of a 120 person blind sample survey placebo controlled trial.
但我光看这么多已发表的维生素C研究，基本就能猜到结果会咋样。
But I can pretty much guess what the outcomes are gonna be based on the thousands of other published studies against vitamin C.
所以，萨姆，回答你的问题——在推出之前，我们真没做那些测试。
So to answer your question, Sam, no, prior to launching, hadn't done those tests.
但我翻了成千上万篇文章，才最终确定了我们产品该用的配方。
But I looked through thousands of articles to land on what I believed the right formulation would be for our product.
那时候我也拿给消费者做测试，问他们对这个包装怎么看。
And that's also when I tested with consumers prelaunch is what's your perception of of this label?
你觉得这些软糖的数量、大小、口味怎么样？所有这些细节都问了一遍。
What's your perception of this many gummies, the size of gummy, this flavor of gummy, all of that stuff?
你脑子里有哪些想法，但根本不会去实际做的？
What's on your ideas list, but you're not gonna actually go do it?
你可以跟我们随便聊聊，想想其他有趣的品牌或者点子。
So you can you can riff with us here of brainstorming other brands, other ideas that you think are interesting.
不一定能成，但挺有意思的。
May not may or may not work, but interesting.
对。
Yeah.
还有，你之前提到有个Notion文档，如果你不介意的话。
And also, you mentioned that you have a Notion doc if you if you're comfortable.
如果你想看看银行余额，咱们现在就可以查。
If you wanna pull up your bank balance, we can also just do that.
我还能告诉你怎么转账。
Tell you wiring instructions too.
让我这么说吧。
Here here's what I'll say.
我不同意一种说法，就是有人觉得点子不值钱。
One thing that I that I disagree with is people say ideas aren't worth anything.
天哪。
Oh, man.
我可不这么认为。
Do I disagree.
我觉得，好点子在对的人手里价值连城。
I I think ideas are worth so much in the right hands.
在我这儿，这点子就落在了对的人手里，我相信每个创业者都该这么想。
And in my hands, they're in the right hands, I believe, and every founder should believe that about themselves.
所以有些点我真不能说，因为我心里清楚，我真有个点子，几年后我还能继续折腾Gruns呢。
And so there's certain ideas I can't share because I'm like, guys, like, I I legit have an idea that years from now like, I've still got a lot I wanna do with Gruns.
说真的，我对这个生意还有好多想法没实现。
Like like, actually, there's a lot I wanna do with this business.
我还没玩够呢。
I'm not done here.
但几年后，肯定有个点子，别人根本没法接手。
But like years from now, I think there's an idea that no one else is gonna be able to run at.
这可是个值一百亿美金的点子。
There's a $10,000,000,000 business idea.
你直接说吧。
And I'm You should just say
现在就说，我们给你打马赛克，然后一起反应。
it now, and we'll bleep it out, and we can react.
没错。
Totally.
你给个暗号吧，至少让我们能提一嘴你的功劳。
Give us like a code word or something so we can we can at least give you credit for it.
我知道。
I know.
嘿，是不是现在的人还没这眼光？
Hey, like, are the wrong heads?
等你真看到的时候，你就懂了。
When when you see it, you'll know.
你一看就会说：哦，原来如此。
You'll see it, and you'll go, oh, yeah.
这可是个大手笔。
This is a bill.
这可是个十亿级别的点子。
This is a big business idea.
在我把在Gruns这边的事做完、实现我最初的目标之前，我觉得没人能搞出这个来。
So and I don't think anybody's gonna do that in the meantime while I'm finishing my chapter here at Gruns and doing what I set out to do.
好的。
Okay.
那还有哪些点子，要是落在对的人手里特别棒，但就是不在你手里？
Well, what what are some other ideas that if in the right hands are great that that aren't your hands?
我以前有个想法。
I had this idea one time.
这跟消费者完全没关系。
It has nothing to do with consumer.
我差不多就是在刚开始搞Gruns那会儿差点就干了，现在还是觉得这主意不错。
And I actually almost ran with it around the time I was starting Gruns, and I still think it's a good idea.
但我不会自己去做，所以我很乐意分享出来。
But I'm not gonna be the one to do it, so I'm happy to share it.
现在根本没法直接安排你工资入账的钱怎么花。
Right now, there is no way to direct the money that you have coming in from direct deposit.
工资一到账就进储蓄账户，然后咱们都得靠意志力硬撑：哎，得存10%进储蓄，这部分还账，那边再弄点别的，等等等等。
So that direct deposit hits your checking account, and then we've all gotta have the willpower to decide, oh, put 10% in savings and put this against your bills and do this over here, blah blah blah.
要是你能成为ACH转账的分发层呢？
What if you become essentially the distribution layer of ACH transfers?
工资一到账，就先进入这个分发层，不用等人自己费劲做决定，这对很多人来说太有用了。
So it hits this distribution layer, and before that person has to have the willpower to decide what they're gonna do with it and this is helpful for so many people in their lives.
钱自动转出去付房租。
It gets wired out to the rent that they have.
自动转出去还车贷。
It gets wired out to their car payment.
再自动分一部分到投资账户里。
It gets wired out to blank over here over here into their investment.
最后到他们手里的，就只剩五百块买菜之类的零花钱了。
And so what actually hits their account that they're spending against is $500 for groceries or whatever it is.
其实技术上完全能做到。
And the technology exists to do this.
只是还没人把它这么组织起来。
It hasn't been structured.
我记不清是哪个平台了，但确实有个平台能实现我刚才说的那些功能。
I can't remember what platform it allows for, but there's a platform that can facilitate what I just described to you.
这个想法明天就能落地。
So this idea could be done tomorrow.
这主意太棒了。
That's a great idea.
不管是对个人还是对企业都适用。
Even whether it's for consumer or for businesses.
你读过《利润优先》这本书吗？
Have you ever read the book Profit First?
没读过。
No.
有个播客里有人推荐过，我记得那时候我女朋友送我《把妹达人》那本书，就是我上大学前，我们快分手的时候。
Somebody recommended on the podcast, and they go it was like the time when my girlfriend bought me the book, The Game, before I went to college, and we were gonna break up.
我当时就跟她说：你得教我怎么跟女生打交道。
And I was like, you need to learn how to talk to girls.
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