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这一集来自最近一次十六号公司全员会议，本·霍洛维茨、马克·安德森和我讨论了公司的新媒体战略。
This episode is from a recent a sixteen z all hands meeting where Ben Horowitz, Marc Andreessen, and I discuss the firm's new media strategy.
我们探讨了为什么旧媒体的玩法已经失效，为什么有趣比避免冒犯更重要，以及速度和真实性如何取代了精致和谨慎。
We cover why the old media playbook no longer works, why being interesting matters more than being inoffensive, and how speed and authenticity have replaced polish and caution.
非常兴奋能促成这件事。
Really stoked to be making this happen.
今天一定会很有趣。
Today's gonna be a fun one.
我们将深入探讨所有关于新媒体的话题。
We're gonna dive into all things new media.
首先，我们会从宏观层面讨论什么是新媒体，媒体行业发生了哪些变化，然后具体聊聊十六号公司新媒体团队正在做什么、我们迄今取得了哪些成果、当前的重点方向，以及我们在2026年的规划。
First, start with a high level conversation about what is new media, how the media industry has changed, and then get into what the new media team is doing here at a sixteen z, what we've done so far, what we're focused on, and where we're going in 2026.
但首先，我们想先放一段简短的精彩片段，让大家对我们在公司内的一些活动有个初步了解。
But first, we thought we'd start with a little sizzle reel that gives a little bit of insight into some of the activity that we've done here.
所以
So
他们向我们提出了一个使用漫威场景进行虚拟制作的构想。
They pitched to us this idea of with a virtual production using Marvel Scene.
我们看了看日程安排。
And we look at the calendar.
这真是个疯狂的想法。
This is such a crazy idea.
你好。
Hi.
我是杰西卡。
I'm Jessica.
你好。
Hi.
我是杰。
I'm Jay.
我是凯文·穆迪。
I'm Kevin Moody.
Photo Labs 的创始人。
Founder of Photo Labs.
Eve。
Eve.
Solar 已完成由 16 z 领投的 1700 万美元 A 轮融资。
Solar has raised a 17,000,000 series a led by a 16 z.
Mark，Marcelo，我是 Sam。
Mark, Marcelo, I'm Sam.
Zujanit，欢迎来到 16 z 播客！
Zujanit, welcome welcome welcome to an a 16 z podcast.
我们已经进入了一个注意力成为稀缺资源的世界。
We we've entered a world where attention is the scarce resource.
渠道是无限的。
There's unlimited channels.
而品牌大多是个人。
And then the brands are mostly people.
如果你在营销领域长大，你对物理定律的整个概念都会不同。
If you grew up in marketing, your whole concept of the laws of physics is different.
你必须用新媒体思维、新媒体人员等方式来接触新媒体。
You have to approach new media with new media thinking, new media people, that kind of thing.
媒体世界与我们服务的世界完全不同。
The the world of media is completely different than what we serve.
他们似乎是在自我营销。
They seem to market themselves.
实际上，国内乃至全世界都存在着巨大的渴求
Actually tremendous hunger in
对于真正有见地的法律评论。
the country and the world for actual law form intelligent commentary.
如果你们想做些超越自身、让世界变得更美好的事情，我们百分百支持。
If you wanna do something larger than yourselves and make the world a better place, we are a 100% for it.
我想快速分享一个故事，关于我们为融资公告发布的视频，那是我们有史以来第三受欢迎的帖子。
One quick story I wanna tell is to the video that we put out for the fundraise announcement, which is our third most popular post ever.
在发布前的最后一个晚上，我们遇到了一个问题，有一首歌的版权没能在视频中获得授权，而那首歌实际上是视频的支柱。
On the last night before putting it out, we had trouble getting one of the rights cleared for one of the songs that actually was like the backbone for the video.
于是团队使用Eleven Labs重新创作了一首歌，我认为实际上更好，但那真是一场彻夜赶工的惊人冲刺，才让一切顺利完工。
So the team using Eleven Labs recreated a different song that I think was actually better, but it was a sort of an amazing last night's sprint to make it all work.
我想从基金募集公告开始讲起，因为本，你有一句引语，我认为它总结了新媒体的一个主要原则。
And I wanna start there with the fundraise announcement because, Ben, you had this quote, which I think summarizes one of the main principles of new media.
我想先读一小段，然后请你展开谈谈。
Just wanna read a small part of it and then have you elaborate.
传统媒体是防御导向的。
Old media is defense oriented.
在新媒体中，进攻永远优于防守。
In new media, offense is always better than defense.
我们花了多年时间担心我们的成果被泄露。
We've spent many years fretting about our results being leaked.
传统媒体试图取悦每一个受众。
Old media tries to please every audience.
传统媒体害怕惹恼任何人，而新媒体只关心是否有趣。
Old media is terrified of upsetting people, and new media only cares about being interesting.
有疑虑时，就大量发布。
When in doubt, flood the zone.
是的。
Yeah.
对。
Yep.
这听起来像是我说过的话。
That sounds like something I said.
你能不能分享一下这个理念背后的准则，以及你是怎么得出它的？
Why don't you share some of the tenets behind that idea and how you came to it?
是的，实际上这很有趣。
Yeah, so actually it's interesting.
从我整个职业生涯都在传统媒体中度过，或与传统媒体打交道，到现在进入新媒体，这是一个非常奇怪的调整。
It's a really weird adjustment going from, you know, I spent my whole career in old media or dealing with old media, and now we're in new media.
在公司历史上，我们最坚决捍卫的一件事就是防止泄露业绩数据。
In the history of the firm, the one thing that we really, really, really defended against was basically leaked results.
原因可以追溯到公司早期，当时《纽约时报》泄露了我们的业绩数据。
And the reason and it goes back to in the pretty early days of the firm, The New York Times got a leak of our results.
那时我们还是家年轻公司，大多数基金都才刚成立一年，而风险投资基金在第一年通常不会有高回报，因为第一年根本做不了什么。
And I mean, we were like a young firm, so most of the funds were like a year old and venture capital firms don't have high returns in the first year because nothing happens in the first year.
这跟股票市场的情况不一样。
It's not like a stock market type thing.
所以他们可能漏了，或者是《华尔街日报》，两家媒体之一，误解了这些数据。
So they miss or maybe it's The Wall Street Journal, one of the two, but they misinterpreted the results.
于是他们说，早期的基金还不错，因为那些基金已经积累了一定年限，能产生一些回报。
So they kind of said, well, the early funds were good because those had enough years to get kind of returns in them.
但第三期基金就很差劲，等等之类的。
But fund three was terrible and like, da da da da and so forth.
由于传统媒体仍然具有强大影响力，我们很难反驳这些报道。
And because old media was still powerful, it was very hard to combat it.
你知道，我们发了很多声明、博客文章，解释他们为什么错了，但都没人信。
You know, we put out statements and this and that and the other blog posts explaining like why they were wrong, but it didn't land.
这完全是内部的事情。
It was such a like inside the firm.
那是一场巨大的危机，我敢肯定Balaji就是因为觉得我们完蛋了才离开的，因为《纽约时报》那篇文章彻底毁了整个公司。
It was such a big crisis that actually I'm pretty sure Balaji quit because he thought we were dead because the New York Times had just ruined the whole firm with that article.
所以这简直是一种生存危机。
So it was like that kind of existential threat.
因此我们非常注重，绝不能让任何可能被误解的东西流出去，因为一旦出去，就再也无法挽回了。
And so we were very oriented around, okay, don't let anything out that could be misinterpreted or this or that because you can never correct it.
它一旦发布，你就再也无法翻身了。
It goes out there and you're never going to come back from it.
再详细说说‘淹没信息’这个概念，为什么它有效，为什么和过去的情况如此不同。
And say more about the flood the zone concept in terms of why it works and why it's so different than what would happen in the past.
在过去，传统上，如果不是登在《华尔街日报》、《纽约时报》、《经济学人》或者CNN上，就不算数。
So in the past, traditionally, it didn't count if it wasn't in The Wall Street Journal or The New York Times or like The Economist or CNN.
当时可能只有八个渠道可以发声，而他们所说的任何内容一旦发布就成为永久性的，因为一旦出去了，就很难处理。
There were maybe eight channels that could say something and then whatever they said was permanent in that once it was out there, it was very hard to deal with.
而且它会占据谷歌搜索结果的首位，整个事情都会这样。
And it'll be top of Google results, like the whole thing.
但现在，看看我和马克，如果我们真遇到问题，可以参加三十个播客，每个播客的听众都远超我之前提到的那些媒体。
But now, look, Mark and I, if we really had a problem, could go on 30 podcasts, all of which get a much bigger audience than any of the publications I talked about.
而且我们甚至不需要谈论那个问题。
And we wouldn't even have to talk about that.
我们可以去聊些别的更有趣的内容，迅速让所有人忘记它。
We could go talk about something else more interesting and erase that from everybody's memory very quickly.
所以，撇开哪个世界更好的问题不谈，这个世界和那个世界的物理法则完全不同。
So it's just without commenting on what's a better world, the laws of physics are completely different in this world than the other world.
我认为，作为一个组织，在营销和媒体上要想有效，就必须拥抱新世界，因为你不能半信半疑，因为旧世界的整个运作模式在新世界里会把你毁灭，反之亦然。
And I think to be effective as an organization in marketing and media, you have to embrace the new world because you can't be half and half because the whole motion of the old world will kill you in the new world and vice versa.
所以你必须明确表态：要么我们真的重视旧渠道传播的内容，要么我们就根本不在乎。
And so you have to kind of commit to we're going to really care about what goes down through the old channels, or we're not going to give them fuck.
抱歉用了这样的语言。
Sorry to use language.
我们只会说一些有趣的事情，然后刷屏。
And we're just going to say interesting things and flood the zone.
顺便说一下，我们正在做后者。
And we're doing the latter, by the way.
这背后有一段完整的历史，但简单来说，所谓企业品牌、企业商标这种概念，以及作为企业，你把所有东西都塞进这个抽象符号里，无论它是通用电气、IBM还是别的什么，这个符号被刻意与实际参与的人脱离开来，而那些人主要的工作就是去打磨这个符号——这导致了一种看法：它造就了长达八十年的虚假、塑料感和无聊的统治，而本和我在这几十年里一直有这种体验。
There's a whole history to this, but basically, like, the whole idea that there's, like, a corporate brand, like, the whole idea that there's, like, a corporate, like, trademark, and then the whole idea that you like as a business, you basically load everything into that thing, and that that thing, whether it's General Electric or International Business Machines or whatever, the idea that that thing is somehow abstracted away from the people involved, and then that the people involved, their main job is to try to kind of buff that thing, which kinda led to this one way to look at it is it led to this eighty year kind of reign of everything being synthetic and plastic and boring, right, where Ben and I have had this experience for many decades at this point.
长期以来，企业CEO的职责就是站上舞台，公开场合下说一些完全空洞的话。
It's just like the job of a corporate CEO for a very long time was to get up on stage and just say absolutely nothing in any sort of public event.
我曾经在一家公司的董事会里，那位CEO就坚定地信奉这一点，他每次演讲完，刻意什么都没说，反而会非常高兴，因为他没制造任何新闻——任务完成，对吧？
I actually was on the board of the CEO who very firmly believed this, and he literally would come off stage having very deliberately said absolutely nothing and would have been thrilled because he had made no news, mission accomplished, right?
所以，回到埃里克的问题，总的来说，我认为从回顾的角度看，过去发生的事情是：当时的传播渠道极其狭窄，对吧？
Anyway, so Eric, to your question, basically, I think the retrospective view on this, what happened was basically in the past, communication channels were just super narrow, right?
那么，你该如何把信息传递给大众市场、你的受众或客户群体呢？
And so how could you get a message through to the mass market or to your audience or to your customer base?
你只能通过发送尽可能少比特的信息来做到这一点，对吧？
You could only do it by sending in a message that was encoded into as few bits as possible, right?
因为这是你唯一的办法，毕竟总是受限于电视广播时间、报纸版面或其他类似因素。
Because that was kind of your only shot because it was always limited by TV broadcast airtime or it was limited by newspaper column inches or whatever.
所以你不得不把一切浓缩成一种最小化、最不具冒犯性的立场。
So you just you had to kinda crystallize everything down to this kinda minimal and sort of least offensive kinda possible position.
但这一直很不自然，因为作为人类，我们从来感觉不对劲。
But it's always been unnatural because as human beings, like, it never felt right.
总觉得奇怪，好像这家公司拥有某种奇怪的、外星般的存在。
It always felt like weird because it's like this corporation has, like, this weird other kind of alien thing.
一直觉得别扭和不舒服，但我们只是渐渐习惯了。
It always felt weird and uncomfortable, and we just kinda got used to it.
结果正如我们的朋友米特·罗姆尼著名地说过：公司也是人。
And it just it turns out as our friend Mitt Romney famously said, corporations are people too.
对吧？
Right?
可怜的米特。
And, like Poor Mitt.
对。
Right.
是的。
Yeah.
他当时是在不同的语境下这么说的。
He was using it in a different context.
他并不是在谈论公关策略的改变。
He was not calling the change in PR.
但对我们来说，这一切都关乎人。
But for our purposes, like, it's all about people.
一切都关乎人们的决策。
It's all about the decisions that people make.
当一家大公司、政府机构、非营利组织、风险投资公司或初创企业做出决策并付诸行动时，本质上都是人在做决定。
When a big company or a government agency or a nonprofit or a venture firm or a startup, it's like making decisions and acting in the world.
这就是人。
That's people.
有一群人围坐在一起做这些决定。
Like, there are some set of people who are sitting around making that decision.
然后这就像是某种近乎冲击疗法的东西——真正做决策的人亲自出面，为自己发声，解释自己，说出真实的想法。
And then it's kind of this almost, I don't know, shock therapy or something where it's just it's the people who are actually making the calls actually show up and talk on their own behalf and explain themselves and actually say what they think.
这让所有人都大吃一惊。
It blows everybody's minds.
对吧？
Right?
这就是人们对马斯克的反应。
It's the response people have to Elon.
人们对其他一些如今在环境中非常知名、掌管大型机构且公开活跃的人，也有类似的反应。
It's the response people have to certain other people who are now kind of very notable in environment who are running large things who are very public and vocal.
这其实就是这么一回事。
It's just kind of this thing.
这就像是某种情况，他们觉得‘他们不能这么说’。
And it's just almost like this thing where it's like, well, they can't say that.
等等，别急。
And it's, well, wait a minute.
首先，他们完全可以这么说。
Number one, they can say that.
他们有这个权利。
They're allowed to.
他们可是美国的成年人。
They're like an adult in The United States Of America.
第一，他们有权说任何想说的话。
They're allowed to say whatever they want, number one.
第二，为什么不直接听听他们是怎么想的呢？
Number two, how about they actually tell us what they think?
为什么不直接听他们亲口说，让我们真正理解他们的想法、他们是怎样的人，以及他们如何认知现实、有哪些假设？
How about we hear directly from them so that we can actually understand what they're thinking and who they are and how they're processing reality and what their assumptions are?
当然，造成这一现象的技术原因是，那个神经媒体通道彻底被炸得粉碎，这在很大程度上是我们所有人过去三十年在此次通话中所做工作的结果。
And of course, the technological cause for this is just that that neural media funnel just got completely blown to smithereens, in large part as a consequence of all the work that all of us have done on this call over the last thirty years.
你或许可以说，无论喜欢还是讨厌，那种狭窄的传播渠道、单向传播，以及我所认为的、将事物从人们面前抽象化的固有欺骗性做法，那个时代显然正在消退，而在新世界里，我们将直接听到人们的声音。
And you could kinda maybe say, love it or hate it, the days of kind of this narrow channel, narrow casting, and then what I would argue is just this inherently deceptive practice of abstracting things away from people, that world is just clearly fading, and in the new world, we're just gonna hear direct from people.
嘿，我不是一个乌托邦主义者，这也不会变得百分之百更好，但我认为毫无疑问，这是一个巨大的净改善。
Hey, look, I'm not a utopian, and it's not gonna be like 100% better, but I think there's no question it's a big net improvement.
是的。
Yeah.
顺便说一下，回过头来看，真正有趣的是，过去人们因为曾在媒体上说的话而陷入麻烦、被取消资格、被解雇等，其实都是误解。
And by the way, the other thing that's really interesting in retrospect is the things that people got in trouble for, canceled for, fired for, etcetera, in the past that they said in the press were all just misinterpretations.
你知道，当某人说了些什么，由于传播渠道过于狭窄，又无法抹去，也无法回来辩护，因为辩护时的受众规模只有原来的千分之一。
You know, with somebody saying something and because it was so narrow and because you could never erase it and because you could never come back and defend it because the audience would be a thousandth of the size on the defense.
并不是我说了我想说的话，然后人们觉得我是个可怕的人。
It wasn't, I said what I thought, and people thought I was a horrible person.
而是我说了点什么，被误解了，然后人们就觉得我是个可怕的人。
It was, I said something, it got misinterpreted, and people thought I was a horrible person.
所以在当今这个人们表达得更加激烈的世界里，我想说的是，尽管不被主流思想接受，但有机会解释的情况几乎再也不会发生了。
So now in this world where people say much more aggressive things, I would just say, in terms of not being mainstream thinking, but have room to explain that rarely happens anymore.
所以从霍华德·迪恩到任何其他人，在今天的世界里，这些都算不了什么。
So everything from Howard Dean to you name it, in today's world, would be nothing.
在那个世界里，人们根本没有机会说：‘事情其实是这样的。’
In that world, because there was no chance to say, Well, this is what happened.
曾经有成千上万次，人们因为被误解的言论而陷入巨大麻烦，却无法纠正。
There were just thousands of times when people got into incredible trouble for things that they said that were misinterpreted that they could not correct.
是的，埃里克，你在加入之前，本给了我很好的建议，我正尽力遵守，尽管我得说，这对我来说是个巨大的个人挑战，就像试图不吃掉一整盒奥利奥、不喝光一瓶威士忌一样——这两件事我也在努力避免。
Yeah, Eric, Ben gave me good advice, actually, before you came on board, which I am trying my best to stick to, although I will tell you it is a significant personal challenge, Akin with not eating an entire box of Oreos and drinking an entire bottle of scotch every night, both of which I'm also trying not to do.
因为我们现在生活在一个更健康的世界。
So because we live in a healthy world now.
一个较少自我毁灭的世界。
Less self destructive world.
所以，你知道，本指出，他刚才说的那些话，其实同样适用于新世界，就像适用于旧世界一样——因为过去十年里，每次我公开陷入严重麻烦，都是因为我发了一条推文。
So, you know, Ben pointed out that, like, the Ben just said basically applies into the new world actually just as much as the old world in in the sense of, like, when every time I've got myself into, like, serious trouble, like, in public over the last decade, it's because I tweeted something.
我的意思是，在座的每个人可能都清楚，我有多爱推特，能用100个字符狠狠地表达观点真的很棒，我特别擅长把极具争议的内容压缩到140个字符内，然后用280个字符彻底释放出来。
I mean, everybody on here probably knows so much I love Twitter, it's great to be able to rip off the 100 and I was really good at compressing something super controversial in 140 characters and then really letting it rip with two eighty characters.
但本指出，每次有人对你发火，大家都会对你进行彻底的攻击，本质上是因为这些话被脱离了上下文。
But Ben pointed out, look, every time somebody gets mad at you, everyone just gets completely ripped at you over that, basically what's happened is it's out of context.
所以本说的是，你尽管说出你所有的想法，但要在播客里说。
And so what what Ben said is, look, just say everything that you think, but say it on a podcast.
对吧？
Right?
在长达一个半小时的对话中表达，这样你就能为任何观点提供完整的解释，或者以文章的形式呈现，彻底阐明你的论点，确保它处于完整的语境中。
Say it in the context of an hour and a half discussion so that you can whatever it is, you've surrounded it with a full explanation or say it in the form of an essay where you've, like, fully articulated your argument and and it's fully in context.
而且，仅从观察角度来看，这不仅适用于我，也适用于更广泛的情况。
And and just observationally, like, and not just applying to myself, but just more broadly.
直到今天，如果你留意这一点，其实挺有意思的。
It's actually interesting if you watch this to this day.
当公众人物被彻底摧毁时，几乎总是因为某些内容太短了。
When public figures get blown to smithereens, it's almost always because of something that's basically too short.
当人们真正完整地详细阐述自己的观点时，即使这些观点被普遍认为极具争议，只要提供了完整的解释，就很难让人彻底激怒。
When people actually do the full long long form explanation of what they think, even if it's on a highly controvert know, even if it's imputed to be highly controversial or whatever, if it's the full explanation, it is actually harder to blow people up.
一次又一次，你可能会觉得这其实挺有趣的。
Again and again, you could kinda say it's actually really funny.
我小时候，道德恐慌的对象是电视，在互联网出现之前。
When I was a kid, the moral panic was around television, pre the Internet.
当时对电视的道德恐慌总是围绕着‘简短片段’这个概念，也就是你只能听到别人想法的五秒钟。
A lot of moral panic in television always was around the concept of sound bites, which is you only ever get to hear five seconds of what anybody's thoughts are.
不知为何，电视如今成了信息传播的黄金标准。
Somehow television is now the gold standard for information transmission.
互联网才是邪恶的。
The Internet's evil.
不知怎么的，一切都颠倒了。
Somehow it all flipped.
总之，重点是互联网不仅给了我们以短形式表达自己的机会，更特别地，它让我们能够以长形式充分地阐述和解释事物。
Anyway, the point being is the Internet gives us the chance to not only express ourselves in short form, the Internet specifically gives us the chance to express ourselves in long form and fully explain things.
这真的太不一样了。
That's just so different.
与那些深入钻研、全情投入某件事的人进行一小时、一个半小时甚至两小时的讨论，我们作为观众都经历过这种体验。
The hour, hour and a half, two hour discussion with somebody who's deeply into something and is really involved in something, we all experience this as consumers.
这比三十年前《NBC晚间新闻》里可能出现的三十秒片段要好得多。
It's just so much better than the thirty second bet that might've been on the NBC Nightly News thirty years ago.
顺便说一句，几乎所有有趣、复杂、涉及系统性问题的事物——而政治和技术中的大多数事物都是如此——都需要长篇幅的探讨。
And by the way, the long form of almost anything that's interesting, complex, a systems problem, which is most everything in politics and in technology, you need the long form.
没有任何一句简短的语录能提供真正有用的信息，因此你必须进行一场深入的对话。
There is no sound bite that gives you any information, and so you have to have a long conversation.
这实际上要好得多。
It is actually much better.
总有一些关于糖的事情，比如用骨头或者其他东西让糖更白，类似这样的情况。
There's always that thing with sugar, you know, using bones or whatever to be whiter, that kind of thing.
我打算吃一口嗯。
I'm gonna eat a Mhmm.
今晚我要吃一大包奥利奥，以纪念黛博拉。
I'm gonna eat a gigantic package of Oreos tonight in Deborah's honor.
我真的很感激
I really appreciate
这个。
it.
这个
The
是的，我们过去也讨论过媒体培训，那时主要是教人如何避免麻烦之类的。
yeah, we've also talked about media training over the past used to be around how to stay out of trouble, this kind of thing.
现在，如果你是一位CEO，想成为像TPN的乔迪那样的人物，就有一个‘乔·罗根式CEO’的概念。
Now, if you're a CEO, wanna be something Jordy from TPN has its concept of a Joe Rogan CEO, I.
E。
E.
一个足够有趣、能上乔·罗根节目聊三个小时的人。
Someone interesting enough to go on Joe Rogan for three hours.
像亚历克斯·卡普这样的人。
Someone like an Alex Karp.
像帕尔默·拉基这样的人。
Someone like a Palmer Lucky.
对吧？
Right?
另一方面，如果你有趣、有权力，那正是因为你是有趣的。
The flip side of that is that if you're interesting, if you're powerful, it's because you're interesting.
人们想为这样的人工作，想成为他们的客户，想投资他们。
That's what people want to work for, people want to be customers of, people want to invest in.
如果你既有权力又有趣，你就一定会引发争议。
If you're powerful and interesting, you're going to be controversial.
这也是你们帮助我逐渐适应的一件事。
That's something that you guys have also helped me get more accustomed to.
这已经是顶级舞台了，总会有人对我们所做的事情感到愤怒，而某种程度上，这反而是好事。
This is the big leagues, and there are people who are going to be mad at what we're doing, and is, in some ways, that's a good thing.
这是我们实力和影响力的表现。
It's evidence of our power and our stingness.
是的，我觉得说得对。
Yeah, no, I think that's right.
我觉得这很难，这是旧世界和新世界的一个交叉点，因为如果你是一个企业品牌，你就会试图让品牌保持干净，尽量做到不被人讨厌，姑且这么说吧。
I think it's hard, this is another crossover between the old world and the new world, because if you're a corporate brand, then you try and keep all the dust off the brand and try and be something that nobody hates, I guess, for lack of a better word.
而在当今世界，要想做好营销，你必须足够有趣。
And then, I think in today's world, to be good at marketing, you've got to be interesting.
如果你既有趣又有影响力，就会有很多人不喜欢你。
To be interesting, if you're interesting and powerful, there are going to be a lot of people who don't like you.
但这是一件好事。
And that's a good thing.
顺便说一句，我很高兴看到基础设施这部分，因为我们能为公司的一个细分领域写一篇不错的报道，但从来没人会为整个公司写一篇真正正面的文章。
And I was very happy to see, by the way, the infra piece because we can get a nice piece on a subsection of the firm, but nobody's ever gonna write a really nice thing about the whole firm.
我认为这个全新的世界对创始人CEO来说也更有利，因为作为创始人，你必须拥有原创的想法。
Think that also this whole new world is much better for founder CEOs because to be a founder, you have to have an original idea.
原创的想法本质上就是有趣的。
And original ideas are interesting by nature.
我认为，职业CEO往往通过极其谨慎的政治运作才达到那个位置，而这恰恰相反，因为你希望做到不引发争议。
I think that professional CEOs often get to that position through very careful politicking, which kind of is the opposite, where you want to be uncontroversial.
当你达到那个位置时，没人会挑你的错。
Nobody can ding you right as you get to the thing.
马克和我都曾在大型董事会任职。
And Mark and I have been on large boards.
在大型董事会中，当选择职业CEO时，他们关注的都是这个人有什么不足，而不是他或她有什么优点。
In the large boards, when it comes to picking the professional CEO, they're all about what's not wrong with him, not what's right with him or what's right with her.
因此，你得到的都是些非常平淡无奇的人物，他们绝对不可能上乔·罗根的节目，而这恰恰对我们有利，因为我们几乎完全与创始人CEO合作。
And so, you get these very vanilla characters who definitely could not go on Joe Rogan, and that is all to our advantage because we basically deal almost entirely with founder CEOs.
我想过渡到另一个结构性机制，因为它能自然引出我们如何组建团队，以及这如何体现麦克卢汉的那句名言。
I want to transition to one more structural mechanic because it's a segue into how we've built our team a little bit, and this markets this McLuhan quote.
你知道，如果一件事上了电视，它就成了一个电视节目。
You know, if it's on TV, it's a TV show.
谈谈不同形式如何产生不同类型的内容。
And just talk about how the different formats yield different different types of content.
你想聊聊吗？
Do you wanna talk
关于这个吗？
about that?
你想要我来谈吗？
You you want you you want me to do it?
你想要我来谈吗？
You want me to do it?
是的。
Yeah.
对。
Yeah.
好吧。
Like, okay.
好吧。
Alright.
好的。
Okay.
这就是重点。
This is the thing.
好的。
Okay.
所以，没错，马歇尔·麦克卢汉是电视时代伟大的媒体理论家，他的著作实际上经受住了时间的考验，非常值得一读。
So, yeah, Marshall McLuhan was the great media theorist of the of the TV era, actually, his his work has actually held up really well, and it's it's it's worth reading.
但他有一个观点，刚才埃里克提到了。
But he he had he had this this thing that Eric just said.
他说，如果它在电视上播出，那就是一个电视节目。
He said, if if it's on TV, it's a television show.
换句话说，媒介就是信息。
In other words, basically, the medium is the message.
基本上，他说的是，电视是一种特定类型的技术。
Basically, he said is, look, TV is a specific kind of technology.
它是一种特定的媒体技术。
It's a specific kind of media technology.
所有关于电视的问题，其实都像是，你知道的，是不是……归根结底，唯一的真正参数就是时长。
And basically, all of the questions around TV are like, you know, is it a you know, it's all basically just like the only real parameter is length.
比如，一个三分钟的新闻片段？
Like, it a three minute news segment?
是一个二十分钟的情景喜剧？
Is it a twenty minute sitcom?
还是一个四十分钟的剧集？
Is it a forty minute drama?
因为它的变化非常有限，它只是一种线性的、直接的广播视频，大众广播视频。
Like, there's very little kind of variation like what you can do because it's just a linear you know, it's just a straight broadcast video, mass broadcast video.
因此他说，基本上，在电视发展的头十年或二十年里，所涉及的概念就是我们现在所知的电视节目，本质上要么是喜剧，要么是剧情片，要么是两者的结合。
And so he said, basically the medium in its first ten or twenty years involved basically the concept of what we now know to be a television show, is basically either a comedy or a drama or a combination of the both.
这基本上是一个小故事，持续二十到四十分钟，而且必须是一个自包含的故事，因为你不知道人们什么时候会看。现在流媒体平台在做连续性故事，但传统的电视节目通常都是独立单元剧，你可以跳着看，顺序无关紧要。
And it's basically a little story and it's a little story that plays in over twenty to forty minutes and it kinda has to be a self contained story because you don't know when people are gonna watch it and now doing streaming, they're doing serial stories, but television shows properly generally where everything was a one off, you can watch episodes out of order.
所以，这些节目就像一些非常独立的小剧目，本质上是用视频播放的微型舞台剧，它们都是自成一体的小故事，而且必须能引发情感共鸣，因为电视本质上是一种情感媒介。
And so there's like there are the there are these very, like, self contained little basically, you know, plays, little stage plays broadcast on video, and then they're they're they're these self contained little stories, and then and then they need to kind of appeal to emotion because it's like an emotional medium.
它并不是一种信息密集的媒介，而是一种真正能把人物带到你客厅里的媒介。
It's not like an information dense medium, it's a medium that literally puts somebody in your living room.
本质上，这些就像是小小的道德剧，必须有好人和坏人，故事非常简单，只有轻微的情节转折，最后一切都会圆满收尾。
Basically, it's like these little morality plays, and there's gotta be good guys and bad guys and a very simplistic story, there's a few mild plot twists, and then everything wraps up at end.
他说，这种模式的后果是，电视上的一切都必须成为一档电视节目，就连现实中被谈论的任何事情，也必须被包装成一档电视节目。
And what he says, the consequence of that is everything on television has to be a television show, and that includes everything in the real world that gets talked about on television has to be turned into a television show.
现在追看电视上的时事或政治新闻时，大家常开的一个玩笑是，不管哪个政党，都像是在说：‘哦，该播新一季了。’
This is the running joke of following, I don't know, whatever current events or politics on TV right now, is kind of a running joke, which is on either party, but it's just kinda like, oh, it's time for the next season.
哦，这是新的主线剧情，这是新的支线剧情。如果你每晚都看CNN，他们会像肥皂剧、剧情剧，偶尔也像喜剧那样，随着时间推移慢慢展开这些故事。
Oh, this is the new main plot that's happening, and then this is the new secondary plot that's happening, and if you watch CNN every night, they're kind of playing with these stories over time the way that a soap opera might or that a drama might or occasionally how a comedy might.
所以，本质上，我们生活在一个仿佛一切都是一档电视节目的世界里。
So basically, we just lived in a world where it just seems like everything's a TV show.
这是一个所有边缘都被磨平的世界，一切都显得非常平滑、专业，所有内容都被限制在这些小型道德剧所能容纳的狭窄范围内。
It's a world where all the edges are sanded off and everything is kind of very smooth and professional and everything is kind of within this very narrow band of what can be put into these kind of little morality plays.
好的。
Okay.
所以马歇尔·麦克卢汉不幸已经去世，但我认为，如果他今天还活着，他会说：只要是出现在互联网上的，就是一条病毒式网络传播帖。
So Marshall McLuhan, unfortunately, is long dead, but I I assert that if he were alive today, he would say, if it's if it's on the Internet, it's a viral Internet post.
对吧？
Right?
那么，互联网的原生媒介是什么？
So, like, what's the native medium of the Internet?
也就是说，互联网上哪种媒体形式能够迅速崛起并占据主导地位？
Like, what's the thing that what's the form of media on the Internet that, like, rips and dominates?
显然是病毒式帖子。
And it's clearly the viral post.
对吧？
Right?
就是那种病毒式的推文。
It's it's the viral, you know, tweet.
就是那个病毒式的TikTok。
It's the viral TikTok.
就是那个病毒式的Instagram。
It's the viral Instagram.
对吧？
Right?
就是那个病毒式的Facebook帖子。
It's the it's the it's the viral Facebook post.
就是那个病毒式的Substack。
It's the viral Substack.
就是那个病毒式的YouTube视频。
It's the viral YouTube video.
很明显，就是帖子，而且特指病毒式的帖子。
Like, it's very clearly the post, and specifically, it's the viral post.
就像，这才是真正引爆的那一个。
Like, it's it's the one that really rips.
所以，基本上你说得对。
And so so basically, you're right.
对。
Right.
所以我的理论是，只要是在互联网上，所有内容都是病毒式帖子，然后你只需要问自己两个问题：好吧，病毒式帖子有什么特征？
So my theory is if it's on the Internet, everything is a viral post, and then you just ask yourself two questions, which is like, okay, what's the characteristic of a viral post?
而且，十次里有九次，都是那种能真正激起人们情绪的内容。
And and, like, nine times out of 10, it's something that, really gets people cranked up.
对吧？
Right?
不管是什么话题。
Like, on whatever topic.
对吧？
Right?
可能是你最喜欢的流行歌手昨天说了什么，也可能是某个政客说了什么，或者某个商业领袖说了什么，但总之，它能让人彻底炸毛。
It might be on whatever your favorite pop star said yesterday, or it might be on whatever, you know, a politician said, or it might be on whatever, you know, a business leader said or whatever, but, like, it's something that, like, causes people to, flip out.
对吧？
Right?
你知道，有些人可能会炸毛，有些人可能是负面地炸毛，或者某些事情引发了人们的炸毛。
You know you know, and maybe some people flip out possibly, some people flip out negatively, or something caused people to flip out.
关于病毒式帖子的另一件有趣的事情是，你实际上可以从数据中观察到这一点。
And then the other thing with viral posts that's really interesting is you can actually observe this in the data.
它们会迅速飙升。
They have this really rapid rise.
比如，如果它们要爆发，通常会在十二小时内爆发，然后因为大家疯狂转发、重发、邮件传播和讨论而急剧飙升；接着会出现一种半衰期式的下滑：十二小时内飙升，二十四小时内急剧下降，三十六小时后，它就从我们的集体记忆中消失了，原因是有新的帖子冒出来并取而代之了。
Like, they tend to if if they're gonna take off, they tend to take off within, twelve hours, and then they spike like crazy as everybody retweets or reposts and, you know, emails it around and talks about it, and then there's basically this, like, half life fall off where, like, within twenty four it's, like, twelve hours up, and then it's, like, twenty twenty four hours down, and then thirty six hours later, it's, like, gone from our collective memory, and the reason is because another one has popped up and has taken off instead.
如果你退后一步，回顾一下我们过去至少五年——甚至可能十年——所经历的媒体环境，你会发现我们经历的其实就是成千上万次病毒式帖子的循环。
And if you kinda take a step back and kinda chart the media landscape that we've all been living in for the last, whatever, for sure five years, but you could even say probably ten years, what we've lived through is literally just thousands of cycles of viral posts.
那么，这是好事、坏事，还是介于两者之间？
Okay, is this good or bad or something in the middle?
关于这一点，你可以展开一场激烈的讨论。
You could have a big debate about that.
我会说，这是一种独特的情感形式。
I would argue it's its own form of emotionality.
那些能促使皮质醇飙升的事情，也就是那些有争议的内容，正是它们所依赖的。
Things It's that spike the cortisol, and so that, you know, it's sort of things that are controversial, and so it leans into that.
但另一方面，也有些内容是有趣的。
But, you know, the other side is there's things that are interesting.
对吧？
Right?
另一方面，人们也有权投票决定什么内容会走红。
And then the other part is, you know, the the people get a vote of what goes viral.
对吧？
Right?
并不是只有新闻制作者才能决定什么内容会上电视，这一点也很重要。
It's not just up to a news producer what what shows up on TV, so there there there's that aspect to it.
另外，还有一个方面是，现在故事的兴起和消退要快得多。
Another aspect to it, by the way, is that stories come and go much more quickly now.
对吧？
Right?
所以，某件事突然爆红，仿佛整个世界都在讨论某个领域的最大危机，每个人都有自己的看法。
And so there will be something that pops, and it's like the world's biggest crisis in whatever sector is talking about, and it's just like everybody in the world has an opinion.
这正是我之前提到的那个当下流行的梗。
This is where I was using you a while back, the meme of the current thing.
这就是当下最热门的话题。
It's the current thing.
每个人都必须对当下最热门的话题发表意见。
Everybody has to have an opinion on the current thing.
这是世界上最重要的事。
It's the most important thing in the world.
但二十四小时后，它就像从未发生过一样，因为另一件事又成了新的热门话题。
Then twenty four hours later, it's like it never happened because something else has become the current thing.
这就引出了应对媒体危机的传统策略的新版本：确保另一件事成为新的热门帖子，被提升为焦点。
And then that leads to the new version of the old time honored strategy of getting through media crises, is just like basically make sure something else becomes the new viral post, gets something else elevated into that thing.
有一种方式可以应对这些情况。
There's this way to kinda deal with these things.
无论如何，我认为只要互联网仍是主流媒介，我们就将生活在一个这样的循环中。
Anyway, I just think as long as the internet is the medium of choice, we're gonna live in a world in which this is what know, this is the cycle now.
这就像一个二十四到三十六小时的循环。
It's like a twenty four, thirty six hour cycle.
顺便说一句，传统的媒体，比如报纸和电视，就我所看的而言，基本上是在报道昨天或一周前的热门帖子。
By the way, the traditional media in the form of newspapers and television, like at least the way I read them, is they're basically covering whatever was the viral post like yesterday or a week ago.
对吧？
Right?
所以，对吧？
And so, right?
因此，它们是被互联网上的热门帖子所驱动的，这也是我认为互联网热门帖子才是更高层次关键的原因。
And so they're being driven by the Internet viral post, which is why I think that the Internet viral post is the high order thing.
而且我认为这一点也不会改变。
And I also think that's not gonna change.
关于这一点我本可以长篇大论，但说实话，如果你是电视制作人、新闻编辑或类似角色，你根本不可能让整个机构跑得足够快以跟上这些循环，所以你最终只能去追赶它们。
The whole long thing I can do on that, but literally, if you're a television if you're a television producer or if you're a news editor or whatever, like, you you can't possibly move your organization fast enough to stay ahead of these cycles, and so what you end up doing is you end up chasing them.
而主流媒体在我们余生中的角色，基本上就是追随互联网上的病毒式帖子。
And and that's and, basically, the role of mainstream media for the rest of our life is just gonna be to follow the Internet viral post.
是的。
Yeah.
多年前《每日秀》里有个有趣的段子，他们采访了一位报纸记者，问他：为什么你们管它叫新闻？
There was a funny joke on The Daily Show years ago where they were talking to a newspaper guy, and he said, why do you call it news?
你们应该管它叫‘旧闻’。
You should call it olds.
这说法不错。
That's good.
对吧？
Know?
他当时
He was
他正在采访《纽约时报》的执行主编。
he was interviewing at the time, the managing editor of the New York Times.
当时，《纽约时报》本以为会在《每日秀》上获得盛赞的报道。
When he was in his office, and the New York Times, you know, was expecting to get this glowing coverage on The Daily Show.
而那个人来到办公室后，说了本刚才说的那番话。
And whoever it was shows up in the office and says says what Ben just said.
那位主编完全懵了。
And the guy and the editor is just, like, completely confused.
他显然根本不知道《每日秀》的人在说什么。
Like, he clearly has no idea what The Daily Show guy is talking about.
他只是说：‘等等，你这话是什么意思？’
And and he's like, well, like, what do you mean?
他还指出，对方的办公桌上堆着实实在在的纸质报纸。
And he and he's like, he points out there's, a pilot, literally physical newspapers in the guy's desk.
他说，你看。
And he says, like, look.
这都是旧新闻了。
It's it's all old news.
他说，不是。
And he's like, he's like, no.
不是。
No.
这是今天的报纸。
It's today's paper.
他说，不是。
And he's like, no.
不是。
No.
这是昨天的报纸。
It's yesterday's paper.
我是说，我已经知道那上面所有内容了。
Like, I already know everything that's in that.
你是懂的吧？
Like, you know?
所以，而且，是的。
And so and and yeah.
而且， basically，再说一遍，他们到底有什么？
And and, like, it's just basically, like, again, what do they have?
而且他们对这个非常自豪。
And and they're very proud of this.
他们有自己的编辑流程。
They have their editorial process.
他们有自己的出版流程。
They have their publication process.
他们有一套多层次的、你懂的，官僚机制，来处理所有适合刊登的新闻。
Like, they they have multilayer, you know, bureaucratic mechanism for, you know, all all the news that's fit to print.
你知道，要弄清楚这件事至少需要二十四小时。
They you know, it's at least a twenty four hour cycle to figure that out.
二十四小时后，互联网早就已经转向了下一件新鲜事。
Twenty four hours later, the internet has already moved on from whatever the last thing was.
这又是狗追汽车的例子，只不过现在他们每天都得追，这或许就是他们总是这么烦躁的原因。
So it's another example of the dog chasing the car, except now they have to chase it every single day, which might be why they're so upset all the time.
是的。
Yeah.
他们很生气。
They are pissed.
我们确实很用心地招聘了那些真正理解这个平台的人，不只是懂技术层面，还懂平台的氛围、品味和精神。
You know, we've really made sure to hire people who really understand the platform, not just how the platform works technically, but also the the vibe and the taste and the and the spirit of of of the platform.
而且我们全力投入了X平台，因为那里正在进行最有趣的对话，人们也最投入。
And and we've gone all in to start on on X because those are just where the most interesting conversations are happening and where where people are the most plugged in.
所以，我是这么想的
And and and so way I think about it
大多数科技界人士都在X上。
for Most of the tech world is on X.
不管你喜不喜欢，我们的世界都生活在X上，因为那里聚集了所有的AI研究人员、AI影响者和加密影响者，我们圈子里的每个人至少部分时间都在那里，所以我们即使不喜欢也无法回避。
You know, like it or not, like, our world lives on X just because that's also where all the both the kind of AI researchers and the AI influencers and the crypto influencers, like everybody in our world lives there, know, at least in part, so we can't avoid it even if we didn't like it.
是的。
Yeah.
但我们喜欢它。
But we love it.
嗯。
Mhmm.
你是不是想说点什么，马克？
You're about to say something, Mark?
哦，对。
Oh, yeah.
不。
No.
展开剩余字幕（还有 243 条）
我本来就想说，是的。
I was just gonna say, yeah.
不。
No.
听好了。
Look.
本刚才说的是，比如，我发了一个叫《忠实信徒》的书的链接，这本书讲的是，你知道，传统的说法是精英和大众，这有点二十世纪的味道。
What Ben said is So that, like, this is I posted a link to a book called the true believer that kinda talk talks about this is, you know, the the old characterization is elites and masses, which is a little bit twentieth century.
但确实，那些每天24小时试图理解AI、政治或其他类似领域的人，他们都在X上。
But, yeah, like, the the, like, people who are spending twenty four hours a day trying to understand, you know, basically in these domains like AI or, you know, politics or whatever, like, they they're on x.
而且这并不是大众市场。
Like and And that's not the mass market.
这并不是大多数人类，但却是那些从事知识整合工作——我不知道你怎么称呼它——试图理解并制定相关政策的人中的大多数。
That's not most of humanity, but that's most of the people who are basically in the what you might I don't know what you wanna call it, knowledge synthesis business or whatever, where they're trying to understand and formulate policies on things and so forth.
显然，TikTok和Instagram的覆盖范围确实更广。
Obviously, it's also true that TikTok and Instagram have just much more reach.
它们的规模要大得多。
They're just much bigger.
它们能触及更广泛的全球受众，因此确实发挥着作用。
They reach the mass global audience more, and so they certainly play a role.
但如果你处于该领域的前沿，那么在思想形成、传播以及权威人士思考过程中处于边缘的事物，几乎很少出现。
But if you're on the leading edge of the field, it's very rare that whatever is of the edge of that process of idea formation, propagation, people in positions of authority figuring out what they think.
那几乎完全是边缘的。
That's almost entirely an edge.
顺便说一句，这是传统媒体和新媒体之间的另一个巨大差异。
By the way, this is another huge difference between old media and new media.
所以，如果你来自传统媒体领域，那仅仅就是覆盖面的问题。
So if you come from old media world, there's just reach.
是的。
Yeah.
对吧？
Right?
比如，如果你要针对某个目标受众，以前根本没有简单的方法做到这一点。
Like the targets, if you were going for a target audience, there was no real easy way to do it.
也许如果你做体育相关内容，会出现在《体育画报》之类的平台上，但当时真的没有有效的方式。
Maybe if you were sports, you'd be in Sports Illustrator or whatever, but there wasn't really a way to do it.
但现在有了播客、博客、X平台等等，你可以直接触达特定的受众。
But now with podcasts and blogs and X and so forth, you can go to an exact audience.
在新媒体世界里，你可以精准地锁定非常狭窄的目标群体。
You can really get down to an extremely narrow target in new media world.
对我们来说，这非常好，因为我们的受众是创业者，而不是全世界的人。
And for us, that's great because our audience is founders, not the world.
所以，能够触达90%的创业者，而不是仅4%的全球人口，对我们来说要好得多。
And so having a way to talk to 90% of founders as opposed to 4% of the world is just a much better thing for us.
两个对。
Two Yeah.
还有更多结构性的问题，马克，我想让你解释一下，然后我想展示一些幻灯片，详细说明我们正在做的、与我接下来要说的内容相关的事情。
More structural things, Mark, I want you to explain, and then I wanna present some slides, you know, give some detail about what we're doing that relate to what I'm about to say.
第一点，我想让你解释一下 Boyd 循环，以及为什么它让 Twitter 和社交媒体在形成共识方面变得如此强大。
One is I want you to explain the Boyd loop and why, that makes Twitter and social media so much more powerful in terms of forming consensus.
另一点是，在向口头文化过渡的过程中，书面文化和口头文化之间的区别以及各自所重视的内容。
Then the other is the difference between written and oral culture what's prioritized as we transition to oral.
是的，好的。
Yeah, okay.
这两个话题都很长，所以我尽量用简明扼要的方式来解释。
So these are both long topics, so I'll try to do the Cliff Notes version.
是的，我会附上这本书的链接，但在军事理论中，有一个叫做机动战的概念，核心观点是速度胜过兵力，而不是兵力决定胜负。
Yeah, so I'll link to the book on this, but in military theory, there's this concept called maneuver warfare, which basically just says speed wins as compared to mass winning speed wins.
因此，如果你认同这一点，就会有一个叫做 OODA 循环的框架，O-O-D-A 循环，最初是为战斗机飞行员开发的，后来被推广到更广泛的军事战略中。
And so if you believe that, then there's basically this framework called the OODA Loop, o o d a loop, which originally was developed for fighter pilots and then later for broader military strategy.
OODA 循环中的 OODA 是一个缩写，代表观察、判断、决策、行动。
And the OODA loop, OODA stands for, it's an acronym, it stands for Observe, Orient, Decide, Act.
这基本上就是一个决策循环。
And so it's basically the decision making cycle.
观察就是看待外部世界。
And observe is like view the outside world.
定位就是弄清楚你相对于外部世界的位置。
Orient is like figure out where you are in respect to the outside world.
决策，当然就是决定做什么，然后行动，而提出这个概念的博伊德说，无论是战斗机飞行员、军事行动、篮球运动员、公司还是政府，基本上都会经历这样一个决策循环来做出决定。
Decide, of course, decide what to do, act, and basically what this guy Boyd who came up with this idea said was like any fighter pilot, any military operation, any basketball player, any company, any government basically goes through a decision making cycle that's like that in order to make decisions.
我们刚才谈到的《纽约时报》也有自己的OODA循环。
What we just talked about, The New York Times has their own OODA loop.
他们完成这个过程需要整整二十四小时。
It's like twenty four hours to go through their process.
他基本上说的是，如果速度是关键，那么谁能最快完成这个循环，谁就能获胜，但他还提到还有一个第二层次的影响。
Basically what he said is like if speed is the thing that matters, then the person who gets through that cycle the fastest is the one who's going to win, but he said there's a second order thing that happens.
一个是你的OODA循环是否比对方更快？
So one is just like, is your OODA loop faster than the other guys?
这是一个问题。
So that's one question.
但他提到，另一件事会发生：如果你能持续比对方更快地完成OODA循环，那么想象一下会发生什么，比如说你花一个小时弄清楚一件事，而对方却要花两个小时。
But he said the other thing gonna happen is if you can have a sustainably faster OODA loop processing cycle than the next guy, then if you think about what happens, let's say it takes you, whatever, an hour to figure something out, it takes the other guy two hours to figure something out.
想象一下，一开始大家处于同一起跑线，你们同时启动决策循环，你在一小时内就做出了决定。
Think about what happens is like, okay, you start out on even playing field, you both start your decision making cycles, you make your decision within an hour.
而当你做出决定时，对方还在自己的OODA循环里，对吧？
The other guy is still, say it's inside his own OODA loop when you make your decision, right?
于是你做出决定，并在一小时内付诸行动。
And so you make your decision, you act within an hour.
他才刚进行到一半。
He's only halfway through his process.
现在他不得不重新开始他的整个流程。
He now has to start his process over.
对吧？
Right?
因为你已经改变了局势，改变了当前的条件和参数。
Because because you've changed the landscape, you've changed the parameters of what's going on.
所以他不得不回去重新观察、重新调整，然后从头再来。
So he now has to go back and re observe and reorient and start over.
对吧？
Right?
然后，当然，还要向前推演。
And then and then, of course, project forward.
也就是说，你在一个小时内再次做出决定，而当他刚进行到一半时，又被打断了。
It's like, okay, then you decide again within an hour, and then by the time he gets And again, he gets halfway through his process, he gets interrupted.
他不得不重新开始。
He has to go back.
所以他提到，如果你能持续更快地运行你的决策循环，就可以系统性地、持续地切入对方的循环，其结果就是心理崩溃。
And so what he says is if you can be sustainably faster at running your decision loop, you can get inside the other guy's loop in systematic and perpetual way, and basically the result of that is psychological breakdown.
基本上就是摧毁对方的心理状态，因为他们根本无法再正常运作或执行任务。
Basically, destroy the psychology of the other side because they just simply They just can no longer operate or function at all.
他们简直会陷入完全的恐慌。
They just like basically go into complete panic.
一切都显得毫无意义。
Nothing seems to make sense.
他们永远无法理清头绪。
They They can never get oriented.
他们永远无法做出决定。
They can never make decisions.
他们变得完全防御性，完全被动反应。
They become completely defensive, completely responsive.
你基本上完全掌控了战场。
You completely dominate basically the playing field.
他是一位著名的战斗机飞行员。
And he was a famous fighter pilot.
他是一位著名的战斗机飞行员，被称为‘十五秒男孩’，因为他声称——而这一点确实属实——他能用这种方法在十五秒内击败任何其他战斗机飞行员。
He was a famous fighter pilot called fifteen Second Boy because his claim was, which was true, he could beat any other fighter pilot in dogfight within fifteen seconds using this method.
因此，这本质上是对速度和执行质量的极致追求，以至于你实际上正在导致对方心理崩溃。
And so it's basically this this this premium on speed and quality of execution such that you are actually causing the other side to have a have have a psychological break.
顺便说一下，再回到这一点，我认为这也是传统媒体发生如此变化的一个重要原因。
By the way, like, again, going back to the like, I think this is also a big explanation for what's happened to traditional media.
互联网让事件传播得快得多，而且网络大众能更快地决定什么重要，这让那些曾经以为自己掌控叙事的电视制作人和新闻编辑们彻底心理崩溃。
The the fact that the Internet moves events so much faster and the sort of Internet collective crowd decides what's important so much faster causes all the people who were television producers or news editors who thought that they were in charge of the narrative to just basically have a psychological breakdown.
当互联网的节奏远超你的速度时，你又怎么能正常运作呢？
Like, how can you even function when the internet is just basically cycling much faster than you could?
我认为，顺便说一句，公司也是如此。
And I think this, by the way, the same is true of companies.
这就是埃隆在航空航天行业对竞争对手所做的事情。
This is what Elon does to his competitors in aerospace industry.
这就是安德鲁现在在国防行业对各大公司所做的事情。
This is what Andrew is now doing to companies in the defense industry.
坦白说，这也是我们试图在风险投资行业对竞争对手所做的事情。
This, quite frankly, is what we try to do to our competitors in the venture industry.
所以，是的，要做到这一点，你必须愿意全力以赴地追求速度，对吧？
So yeah, so now to do that, you have to be willing to commit to being fast, right?
因此，你不能有冗长的官僚流程。
And so you can't have long bureaucratic processes.
你不能采取规避风险的态度。
You can't have a risk adverse posture.
你需要足够的时间来做出正确的决策，但不能像过去许多公司那样执行完全审慎的策略——那些策略需要几天、几周甚至几个月才能决定对某事的回应。
You need enough time to make the decision properly, but you can't run the fully deliberate strategy that a lot of companies used to have in the past where it was days to weeks to months to figure out what they were gonna say about something.
顺便说一下，在政治领域，他们可能早在三十年前就通过‘作战室’的概念适应了这一点，克林顿1988年竞选期间有一部著名的纪录片叫《作战室》，展示了这一做法；如今，这被称为快速响应。现在，几乎任何网络上的政治团队都会有一个X账号，他们称之为快速响应。
By the way, in politics, they adapted to this probably thirty years ago with the concept of the war room, and there's a famous documentary in the Clinton campaign in, I think, 'eighty eight, called The War Room where they show this, and now they call it rapid response, and if you go to basically any political operation on the internet right now, they'll have an X account that's literally, they call it rapid response.
比如，美国国防部就有一个，名为‘国防部快速响应’，他们确实实时回应正在发生的事情，因为他们希望始终处于别人的OODA循环之内。
So it's like Actually, Department of War has one just as an example, Department of War Rapid Response, and it's literally like they're responding in real time to stuff that's happening because they want to stay inside everybody else's OODA loop.
是的。
Yeah.
好的。
Okay.
所以，一方面如此，另一方面，口头与书面沟通的差异——要完整讲清楚可能得花上一小时，但简而言之，在人类文化中，基本上只有两种沟通方式。
So there's that, and then, yeah, the oral versus written thing, it'll probably take an hour to kinda go through the whole thing, but, yeah, the long and short of it is there's basically in sort of human culture, there's kinda two ways to communicate.
有两种基本模式。
There's two fundamental modes.
一种是口头交流，一种是书面交流。
There's oral communication, there's written communication.
口头交流是最初的形式，你可以想象成人们围坐在篝火旁讲故事、唱歌、吟诵诗歌。
Oral communication is the original form, and you can think about it literally as people around a campfire telling stories, singing songs, reciting poetry.
你可以把书面交流理解为著名的书籍、科学期刊文章、数学公式或商业计划——这些都是书面的产物。而口头交流的本质特征是情感优先，因为它本质上是与他人实时的互动。
Can think about written communication would be famously the book or the scientific journal article or the math equation or the business plan, a written artifact, And basically the characteristic of reality or oral communication is it's inherently emotion first because it's literally live interactions with another person.
书面交流的特征是抽象，以及希望具备逻辑性、科学方法、智力严谨性和分析严谨性。
The characteristic of written communication is abstraction, and hopefully logic, the scientific method, intellectual rigor, analytical rigor.
过去，你确实可以明确地区分这两种方式。
It used to be the case that you could kinda really divide these.
在传统大众媒体中，报纸和杂志是书面的，因此它们通常更冷静、更理性。
In traditional mass media, it used to be the case you could say that newspapers and magazines were written and so they would be more calmer and more dispassionate.
你可以认为电视是口头的。
You could say television was oral.
那完全是人们在交谈，因此会更加情绪化和易怒。
It was literally people talking, and so it was gonna be much more emotional and hotheaded.
基本上，这一切都因我们之前讨论的所有因素而瓦解了，但现代版本就是互联网。
Basically, that's all broken down because of everything we've talked about, but the modern version of that is like the internet.
比如说，互联网是一种口头文化还是书面文化？
Like, okay, is the internet an oral culture or written culture?
结果发现，互联网两者都是，因为互联网包罗万象。
And it turns out the answer is the internet's both because the internet is everything.
它支持所有类型的媒体。
It supports every kind of media.
比如，我敢肯定，YouTube视频、短视频TikTok或Instagram短视频绝对是口头文化。
And so a YouTube video, I will say for sure, a short form TikTok or Instagram reel for sure is oral culture.
它是一种简短、突发、情绪化且具有人际互动体验的东西。
Like, it's something short and bursty and emotional and interpersonal in its experience.
一篇长篇的Substack文章肯定是书面文化，但情况变得更复杂了，因为一条简短的推文，尽管是书面的，实际上却属于口头文化。
A long form Substack post is for sure written culture, but then things get more complicated because a short tweet, even though it's written, is actually an oral culture thing.
对吧？
Right?
因为短就意味着它必须是这种形式，再次强调，这种短暂的情绪爆发，才能走红。
Because the fact that short means that it has to be like this, again, this sort of this burst of of sort of, say, triggering emotionality, in order to go viral.
所以实际上，推文我认为是口头文化，尽管它们看起来是书面的。
So actually tweets, I would say, are oral culture even though they look written.
而长篇播客实际上是书面文化，尽管它们听起来像口头文化。
And then long form podcasts are actually written culture even though they look oral.
对吧？
Right?
因为如果你要谈论一个三小时的话题，那必然涉及抽象和深度，而不仅仅是情绪的瞬间爆发。
Because if you're gonna talk about something for three hours, that's necessarily something where you're kind of getting into abstractions and depth beyond just kind of a flash moment of emotion.
因此，互联网让你能够以过去无法做到的方式，灵活地运用这些形式，并决定你想要产生的影响——过去，这种影响是由你所使用的固定媒介决定的。
And so the internet lets you kind of play with these formats and the kind of impact that you wanna have in a way that in the past was determined by exactly which fixed media you were in.
你看，我们都生活在这样的环境中。
Look, we all live this.
如果你想体验刷短视频到焦虑、对世界感到愤怒的感觉，那就去TikTok，你可以做到。
You wanna have the internet experience of doom scrolling and getting really pissed off at the world, you go to TikTok and action, you can do that.
如果你想学习大量知识，可以去Substack或长篇YouTube播客，沉浸在这个世界里，今天就能提升一点你的智商。
If you wanna learn a lot of stuff, you can go on Substack and long form YouTube podcasts and you can live in that world and you can raise your IQ a point today.
这简直太棒了。
It's absolutely amazing.
所以这其中有一种‘选择你自己的冒险’的元素。
So there is a choose your own adventure aspect to it.
因此，像我们这样的公司必须认真思考如何根据这些差异进行沟通。
Then of course, firms like ours need to think hard about how we communicate because of the differences.
我很喜欢这个过渡，因为它突显了每个平台有多么不同。
I love that as a segue because it just emphasizes how different every platform is.
很多人或公司通常只会有一个想法，然后把同样的内容发到所有平台，但他们并没有真正理解每个平台的设计初衷和它所奖励的内容类型。
A lot of people or companies will just you know, have one idea and then cross post it across every platform, but it it doesn't fully appreciate, you know, what that platform is built for and what that platform rewards.
因此，对于我们拥有的每一个平台——Substack、播客、Instagram、X、YouTube等等——我们都有相应的策略。
And so for every platform that we have, we have a, know, with Substack, podcast, Instagram, you know, X, YouTube, etcetera.
我们请了一位专家来负责，他对此媒介极为痴迷。
We have an expert running it who is obsessed with that medium.
你知道，在Instagram上，我们现在的月环比增长了35%。
You know, on Instagram, we're up 35 month over month right now.
我们有个叫Hero的小伙子，才18岁，从小就在Instagram上长大，对它了如指掌。
We have this guy, Hero, who's 18 years old and has been grew up on Instagram and knows it like the back of his hand.
这真的很重要。
And that really matters.
这能带来实质性的差异。
That makes a difference.
以此为过渡，我想分享几张幻灯片，简单展示一下我们迄今为止的成果。
So with that as a segue, I want to share just a few slides that just show a little bit about what done so far.
我们真正想做的，是赋予我们的公司一种超能力——在传递信息、触达客户、吸引人才方面，让它们像Andoril这样的公司一样，以小博大，达到其他品牌渴望却无法企及的影响力和覆盖面。
So what we're really trying to do is king make our companies, right, is give them such a superpower in terms of getting their message out, in terms of reaching their customers, in terms of reaching their talent, the superpower that companies like Andoril have to punch way above their weight class and other brands wish that they had that level of resonance, that level of reach.
我们正试图赋予它们这些超能力，方法就是构建我们自己的渠道，在各个平台上打造属于我们的媒体帝国。
We're trying to give them those superpowers, and we do that by building our own channels, our own media empire across platforms.
我们通过确保了解其他拥有这些能力的人来实现这一点，我的屏幕怎么突然暂停了？
We do that by making sure that we know everybody else who's got those Is my screen paused for some reason?
哦，我的屏幕在这儿。
Oh, my screen's here.
但同时，我们也要确保与那些拥有分发能力并建立了良好关系的人保持联系，并且还要确保我们具备足够的专业知识，能够为我们的公司提供支持。
But everybody else who's got those powers of distribution and having great relationships with them, And then also by just making sure that we have the expertise to be able to deploy to our companies as well.
Lulu说得很好，人们通常没有在运营这些平台的人才上投入足够多，而我们花了大量时间招募合适的专业人才来做这件事。
Lulu put this well, that people don't really invest enough in people running these platforms, and we've really spent a lot of time recruiting the right expert talent to do it.
所以我非常兴奋，因为现在他们已经帮我们建好了平台，我们将让他们为我们的公司服务。
So I'm stoked because now that we've had them build our platforms, we're going to deploy them to work on behalf of our companies.
所以，来自Applied Intuition的Kasser，他一直是我投资Hessler's Wells时的天使投资人，我认识他很久了，他总是抱怨说：‘为什么我们得不到应有的重视？’
So, Kasser from Applied Intuition, he's always been I was an angel in Hessler's Wells, I've known him for a while, he's always been complaining of like, Hey, why are we not valued more?
为什么我们的影响力这么低？
Why do we not have more resonance?
既然我们这么优秀，为什么大家都在谈论其他公司，而不是我们？
Why is everyone talking about other companies not our company given how good we are?
他说，卡斯珀，你这辈子都没发过推文。
Said, Casper, you've never tweeted in your life.
你指望怎么获得巨大的心智份额？
How do you expect to have tremendous mind share?
最终，在我们大力推动下，他下定决心做了。
He finally, thanks to a lot of pushing that we did, bit the bullet.
他的第一条推文获得了大约4000个赞。
His first tweet got like 4,000 likes.
你知道，我们第一个产品，我稍后会讲到，是这个‘发布即服务’。
You know, the first product we have, I'll get to in a second, was this launch as a service.
第二个是‘创始人直接触达’计划。
The second one is gonna be this founder go direct motion.
我们正在与Casa合作。
You know, we're working with Casa.
我们正在与Flock Safety的加勒特合作。
We're working with Garrett from Flock Safety.
你知道吗，这是一家英雄般的公司，也应该像Andriel一样具有同等地位，并且在帮助他们打造这台机器方面发挥了巨大作用。
You know, that's a heroic company that should be at the stature of Andriel as well, and have really helped them build that machine.
说到这个发布即服务的项目，早期我曾问一些普通合伙人：我们能在哪些方面产生最大的影响？
So, speaking of the launch as a service offering, this was inspired early on, I was asking some of the GPs, Hey, where could we make the biggest difference?
我们应该推出哪些新产品？
What new products should we have?
Cyrus说，如果我们能保证一次病毒式的发布，那对我们来说将是一个超级优势。
Cyrus said, If we could guarantee a viral announcement, I think that'd be a superpower for us.
于是，我们打造了这个发布即服务的项目。
So, we built out this launch as a service.
从社交媒体文案、信息传达，到整体发布流程，全部包揽。
Everything soup to nuts from all the social media copy, messaging, the rollout.
我们制作了这些定制视频。
We created these custom videos.
我们聘请了理查德，一个18岁的年轻人，我们说服他直接从高中辍学去追随NBA，我。
We hired Richard, another 18 year old who we convinced him to go straight from high school with the NBA, I.
E.
E.
不要上大学，或者至少不要现在就去。
Not go to college, or at least not right now.
他之前做过Cluelu视频和基于浏览器的视频。
And he had previously done the Cluelu video and the browser based video.
他对什么内容真正受欢迎有着非凡的洞察力。
And he's just got this phenomenal taste for for what really does well.
所以我们组建了这个视频团队。
And so we we built this video team.
理查德、本，还有亨利，他们真正主导了这个产品，你可以看到这里的播放量。
Richard, Ben, you know, Henry, you know, has really led this led this product, and and you could see the the views here.
它表现得非常出色。
It's it's it's just done phenomenally well.
我们的公司获得了数百万甚至上千万的播放量。
You know, millions and millions of views for for our companies.
我们现在已将这一服务扩展到所有公司，这就是我们的第一个产品。
We've now scaled up this offering to offer it to all of our companies, and that's our first product.
从那里，我们将进一步深化，开展更多嵌入式合作，比如：让这个公告火起来，同时建立一套可复制的流程，帮助公司打下基础。
From there, we're gonna go deeper and do more embedded engagements, just, Hey, let's get this announcement viral, but let's build this repeatable motion to help companies build their foundations.
我还想特别提一下这一点。
That's one thing I also want to call out.
在与公司合作后，他们经常问：我该怎么招聘像这样的人？
After working with companies, companies were saying, Hey, how do I hire people like that?
有些情况下，他们会直接联系这些人，看看是否能挖角，我们甚至说：不行，我们不能失去他们。
In some cases, they were talking to them individually and seeing if they were poachable, and we even said, Hey, no, we can't lose.
他们会问：我该怎么找到像亨利、布伦特、理查德这样的人？
They would say, How do I find someone like Henry or Brent or Richard or whoever?
于是我们决定：首先，我们自己也在招聘更多这样的人，因此我们创建了这个奖学金项目，即新媒介奖学金，既帮助我们招聘这样的人，也帮助我们的公司招聘他们。
And so we said, hey, we wanna Well, first, we're trying to hire more of them too, and so let's create this fellowship, and thus the New Media fellowship was born to help us hire them, but also help our companies hire them.
因为存在一个关键的平衡点：你必须足够在线，真正了解平台、有敏锐的品味和直觉，同时也要足够专业，能够胜任这些公司的职位，但能同时做到这两点的人并不多。
And so, because, you know, there's this sweet spot where you need to be online enough to really know the the have a taste and and have a sensibility and understand these new platforms, but you also need to be functioning enough and professional enough to work at one of these companies, and not many people can do both.
因此，我们真正努力打造这个项目，以识别这些人，并给予他们一些额外的技术能力。
So, we've really tried to create this program to be able to identify these people, and then just give them a little bit more technical know how.
我们的第一个奖学金项目收到了2000份申请，最终选出了65人，我们认为他们都非常出色。
And so, our first fellowship, we had 2,000 applications, we picked 65 people, we think they're incredible.
到目前为止，已经有两人从该项目中被我们录用，我们认为这将成为一个可持续的模式。
Two hires from us came from that so far, and we think this is gonna be a franchise to come.
另一部分我想简单提一下：我们其实推动了‘新媒体’这个术语的普及，现在看到越来越多职位描述中出现了‘新媒体’相关岗位。
And the other part of it I'll just leave is, I think we were really popularizing this term new media, seeing a number of people with new media JDs.
他们想要一位新媒体负责人。
They want a head of new media.
他们在寻找这样的人才，而我认为，就像我们推广了‘美国活力’一样，现在其他人也开始效仿‘美国活力’的实践，我们正看到类似的趋势在‘新媒体’领域出现，这让我们在思想领导力方面感到非常欣慰。
They're looking for that, and I think we're sort of, in the way that we've popularized American dynamism, other people have American dynamism practices, we're starting to see that with Noobie, and so it's cool to see our thought leadership there.
还有更多进展即将推出。
And, you know, more to come.
所以，这些就是我在本次演讲中想分享给你的内容。
So, yeah, those are the things I'll leave you with in our presentation.
我们的渠道增长显著，而且我们仍在持续投入。
Our channels are up tremendously, and we're continuing to invest in them.
我们已经推出了作为服务的组合产品。
We've got this portfolio offering launched as a service.
我们现在正在推动直接介入模式，真正帮助我们的首席执行官和公司实现这一点，这必须由首席执行官主导。
We're now launching our go direct motion of really helping our CEOs and companies do that, it has to come from the CEO.
因此，我们开展的每一次合作，首席执行官都深度参与。
So every engagement we do, the CEO is tremendously engaged.
同时，我们正在大力构建新的媒体品类和新媒体人才库，因为我们不仅在持续招聘，我们的公司也在这样做。
And then we're really building out this new media category creation, this new media talent base for us, because we're continuing to hire, but then also our companies.
是的。
Yeah.
那么，本，你有什么总结性的想法吗？
So Ben, any closing thoughts?
我只想说，特别是如果你曾经身处传统媒体时代，你就必须重新思考你所有的直觉，因为这是一种非常奇特的情况——你所有的直觉都可能是错的。
I would just say that, you know, particularly if you spent time in the prior media regime of old media, you really have to rethink every instinct that you have because it's one of the weirdest things where all your instincts are wrong.
我的意思是，我们在人工智能领域实际上也正在经历这一点，Martine写了一篇很棒的文章，说的是在旧的软件世界里，你唯一知道的是你不能用钱堆解决一个问题，但现在你可以用钱来解决这个问题。
I mean, we're actually experiencing a little bit of this in AI too, which Martine wrote a great post on, which is like, in the old world of software, the one thing you knew is you couldn't throw money at a problem, and now you can throw money at a problem.
因此，你甚至没有意识到有多少你的思维受到了这条旧规则的影响。
And so, you don't even realize how much of your thinking is affected by that old rule.
我认为这一点在当前情境下尤为明显，如果你身处这个新世界，你所有的直觉都是错误的，你必须彻底放下一切。
And I would say this is that in spades where every single instinct you have is incorrect if you're in this world and you just have to let it all go.
这就是为什么人们会感慨，哦，右翼建起了一个庞大的播客网络之类的。
And this is why people lament, Oh, the right wing built this big podcast network and blah blah.
事情根本不是这样的。
That's not what happened.
真正发生的是，特朗普只是理解了新媒体。
What happened is Trump just understood new media.
我不知道他为什么能做到，因为他年纪那么大，一辈子都在旧媒体里打转。
I don't know why he did because he's so old and he's been in old media the whole time.
但他却自然而然地融入了新媒体，不是在技术层面，而是在媒介层面。
But he just rolled right into it, not at a technological level, but a medium.
我认为我们必须这么做。
And I think that we've got to do that.
我们必须理解它，并且要按照新的规则来行事。
We have to understand it, and we have to kinda play by the new rules.
我所有的最爱喜剧演员、播客主等，都会告诉他们的嘉宾：别看评论。
All my favorite comedians, podcasters, etcetera, always tell their guests, don't read the comments.
你们觉得呢？
What do you guys think?
那些疯狂的Reddit发帖者让你们抓狂吗？
Do the manic Reddit posters drive you nuts?
我还没深入看过我们播客的评论区，但我见过Reddit上16z的狂怒，这并不意外。
I have not dived into our podcast comment section, but I have seen a 16 z rage on Reddit, not surprising.
顺便说一句，每次我在16z参加技术会议时，总会有16z的粉丝狂热地谈论我们的播客。
For what it's worth, every technical conference I've been at while at a 16 z has always had an a 16 z fanboy raving about our podcast.
是的。
Yeah.
所以，埃里克，去读内容，去读评论。
So, Eric, read the contents read the comments.
别读评论。
Don't read the comments.
如果评论会影响你说的话，那就别读。
Don't read the comments if they're going to affect what you say.
这有点像Yelp的评价。
It's it's kinda like the Yelp prop.
你知道，愿意发评论的人，要么极度喜爱，要么极度厌恶。
You know, people who care enough to post either absolutely love it or absolutely hate it.
到目前为止，这些评论已经不会影响我了，所以我还是会看评论。
We've definitely got at this point, it doesn't affect me, so I read the comments.
你知道，马克和本帮助我不要太过在意一些推特上的评论，比如那些躲在地下室里疯狂发帖的匿名推特用户等等。
Know, well, you know, Mark and Ben have helped me not not get too concerned about some of the some of the commentary on Twitter by, you know, certain anonymous Twitter posters who who, you know, raging in their basements, etcetera.
但简而言之，别读评论。
But, yeah, in short, don't read the comments.
是的
Yeah.
所以我想简单总结一下两件事。
So I'll just maybe close on on two things.
首先，这有着悠久的历史。如果你读过任何一位职业作家的传记或自传，比如那些靠写书为生的人，100%会在某个时刻告诉你：‘我从不读评论。’
So one is there's a long history of this, and so if you read any sort of biography or autobiography of any sort of professional author who writes books for a living, like A 100% of the time, at some point, they will tell you, oh, the one thing I never do is read the critics.
我从不看评论。
I never read the reviews.
然后他们会说：‘其实，也不完全是这样。’
And then they'll say, well, actually, no, that's not true.
我总是会看评论。
I always read the reviews.
我知道我不该这么做。
I know I shouldn't.
我不该看，因为评论家，顾名思义，大多是些写不了小说之类作品的愤世嫉俗之人，所以他们当然会生气，我也知道我不该看。
I I shouldn't because critics, by definition, are basically bitter people who aren't writing novels or whatever, and so of course they're gonna be mad, and I know I shouldn't read it.
我知道这对我非常不好。
I know it's very bad for me.
我知道这肯定会把我搞垮，然后我试着不去看，但就像有一种磁力在吸引我。
I know it's gonna really screw me up, and then I try, and then it's like a magnetic pull.
我总是忍不住去读，因为凌晨三点我根本抵抗不了，然后我总是变得非常生气。
I always end up reading them because it's like three in the morning and I can't resist, and then I always end up getting mad.
所以以前只有专业作家、专业电影人之类的人才会面对评论家，对吧？但现在基本上全世界都是评论家，我想我们都多少有这种倾向。
And so there is this push, and it used to be only professional authors or professional filmmakers or whatever had critics, right, the reviews, and now basically, the entire world is a critic, and so I think we all kinda have that.
这有点推拉的感觉，所以有点难处理。
It's a little bit of a push and a pull, and so that is little bit difficult.
我要说，也许值得注意的一点是，我没能忍住，发了一个相关书籍的链接，那本书的标题特别棒，叫《杀死所有普通人》，其实是一本十年前的书，讲的是2000年后兴起的这种充满愤怒的网络文化。
I will say, I think maybe a thing to kinda bear in mind, I couldn't resist, I posted a link to it, another book on this topic, it has a great title called Kill All Normies, and it's book actually from a decade ago that talked about this very angry internet culture that developed after the 2000s.
顺便说一句，互联网以前并不是这样的。
By the way, the internet was not always like this.
在非常早期的时候，上网非常困难，所以当时能在网上的基本上都是聪明、非常成功的人。
In the very, very early days, the internet was so hard to get onto that the only people who were on the internet were basically smart, super successful people.
是的
Yeah.
那时的新闻组非常好。
News groups were really good then.
是的
Yeah.
是的
Yeah.
比如1993年之前，新闻组简直是乌托邦，但1993年之后，事情开始走偏，现代那种充满敌意的网络文化真正是在二月份开始成型的。
Like, pre 1993, news news groups were, utopia, and then and then and then sort of post 1993, things started going sideways, and then things start the the modern kinda caustic Internet culture really developed in the in the February.
但事实上，这背后有一条清晰的脉络，很多东西其实直接源自《使命召唤》这类网络游戏的聊天室。
But but, basically, it, like, it it actually turns out there's, like, a a genealogy to it, and it actually turns out, like, a lot of it is literally literally, it's it's like Call of Duty lobbies for online gaming.
所以，这本质上就是游戏语音聊天室——当Xbox和PlayStation首次推出语音互动功能时，他们觉得让玩家能互相交流很棒，结果却发现，这些聊天室里全是十二岁左右的男孩，疯狂地辱骂、挑衅、故意激怒别人，还匿名说出任何下流粗俗的话来达到目的。这种粗鄙、低俗、极具攻击性的文化后来蔓延到了像Something Awful这样的早期网络论坛，再逐渐扩散到YouTube评论区，最终被社交媒体彻底放大。所以，现在你总能感受到一种潜藏在一切之下的愤怒暗流。
So it's, like, literally, like, gaming lobbies because, like when the Xbox and the PlayStation, you know, kinda rolled out voice, you know, voice interaction for the first time, you know, they're like, oh, it'd be great for players to be able to talk to each other, and it turns out you just get like, you know, 12 year old boys in these lobbies just like torching the fuck, out of everybody, and literally trying to get under their opponent's skin, and then being willing to anonymously say absolutely anything to do it, and so that led to very coarse, very vulgar, very offensive kind of thing, and then that kind of flipped, that kind of culture kind of expanded into early internet forums like Something Awful, and then it started metastasizing into things like YouTube comments, and then obviously social media kind of blew that open, and so there is this, you know, there there is this kind of, you know, I don't know, like, rage undercurrent to everything.
我想说的是，你真的得认真想想这个问题。
And I guess it just to say, know, you just got you you do kinda literally have to think about it.
这些人真的都躲在父母的地下室里。
These are people literally in their in their in their parents' basement.
顺便说一句，当我们收到评论或类似内容的攻击时，通常都是那些粉丝很少的人，或者机器人之类的。
And by the way, you know, the other thing is, generally, when we get attacked in the comments or or or stuff like that, it's somebody with, like, poor followers or, like, a bot or something like that.
是的。
Yeah.
所以，而且顺便说一下
And so And by the
当它涉及
way, that that includes when it's
我觉得读这些评论还挺有意思的。
little interesting to read in them, I would say.
对。
Yeah.
而且当它涉及嘿，
And that includes when it's Hey,
是的。
Yeah.
对。
Yes.
对。
Yes.
感谢您收听本集的a16z播客。
Thanks for listening to this episode of the a 16 z podcast.
如果您喜欢本集，请务必点赞、评论、订阅、给我们打分或留下评价，并与您的朋友和家人分享。
If you like this episode, be sure to like, comment, subscribe, leave us a rating or a review, and share it with your friends and family.
如需收听更多集数，请前往YouTube、Apple Podcasts和Spotify。
For more episodes, go to YouTube, Apple Podcasts, and Spotify.
在X上关注我们@a16z，并在a16z.substack.com订阅我们的Substack。
Follow us on x at a sixteen z, and subscribe to our Substack at a16z.substack.com.
再次感谢您的收听，我们下集再见。
Thanks again for listening, and I'll see you in the next episode.
提醒一下，此处的内容仅用于信息参考，不应被视为法律、商业、税务或投资建议，也不应用于评估任何投资或证券，且并非面向任何a16z基金的投资者或潜在投资者。
As a reminder, the content here is for informational purposes only, should not be taken as legal business, tax, or investment advice, or be used to evaluate any investment or security, and is not directed at any investors or potential investors in any a sixteen z fund.
请注意，a16z及其关联方可能也持有本播客中讨论的公司的投资。
Please note that a sixteen z and its affiliates may also maintain investments in the companies discussed in this podcast.
如需更多详情，包括我们的投资链接，请访问a16z.com/dislosures。
For more details, including a link to our investments, please see a 16z.com forward slash disclosures.
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