富品牌，贫品牌 与大卫·布赖尔 | 第389期

他们会看着你的孩子说，哎呀，这孩子真可爱。

They'll look at your little kid and say, Oh, that's such a beautiful little kid.

今天您想开哪一辆车走？

What can we have you driving out in here today?

说实话，真让人觉得有点尴尬。

You know, it's kinda like, Ugh, you get cringey.

我什么时候才能从这场对话里解脱出来？

It's like, when do I get my shot from this visit?

对吧？

Right?

所以，这大概是最典型的例子了。

And so, you know, that's probably the most extreme example of that kind of, right.

但你去那种地方，会感觉被真正关心，对方会停下来，看着你的眼睛，问你问题，然后安静地等你回答。

So, but the place where you go, where you feel cared for, where someone actually pauses, stops, looks you in the eye and asks you a question and shuts up and lets you answer.

这样的事，为什么总是太少见了？

How often does it doesn't happen enough?

你知道吗，那种狂热的使命感。

Know, fanatical intention.

对。

Right.

我的意思是，这第二个关键点，要想真正活出自我，我们必须建立连接，保持连接。

I mean, that's, that's the second one, you know, to survive fully, we must connect to connect.

我们需要意识到社群的必要性，你知道，这一点是从一头牛身上悟出来的。

We need to recognize the necessity of community own that, you know, that was from a cow.

我之前和一个人聊过，他也是我同台过的一个超级富有的成功企业家，身家好几亿。

I was having a conversation with someone who had also, I'd shared a stage with he's like a super affluent, like a multi, multi, multi, multi millionaire, successful entrepreneur.

我们后来聊了起来，他提到了这种狂热的使命感。

And we ended up speaking and he talked about this fanatical intention.

我特别喜欢这个词，因为确实，你想想，我发现那些最成功的人，都有这种狂热的使命感。

And I love that phrase because is that really the people that I find, I mean, you tell me, I mean, I, what I have found the people who are the most successful have a fanatical intention.

你知道，这不只是关于他们做什么，更是关于他们从经历中为自己获得了什么。

You know, not only for what they do, but what, what for you get out of it for your side of the experience.

你觉得真是这样吗？

Have you found that to be the case?

我不确定。

I don't know.

我正在把你的话和我自己的经历对应起来。

I'm mapping what you're saying to my own experiences.

我知道我有目标，但什么是狂热的目标呢？

I know I w well, there's intention in what is fanatical intention?

我的意思是，这种目标不会减弱，也不会被稀释。

Well, I mean, it's like, it's, it doesn't, it doesn't lessen, it doesn't dilute.

它已经到了近乎痴迷的程度。

It doesn't it's, it's to the point of being almost obsessed.

咱们来仔细看看吧。

I mean, let let let let's look at it.

我觉得加里·维纳查克在谈论任何事的时候，都是全身心投入的，这就是狂热的目标。

I mean, I would say that Gary Gary V has a fanatical intention with regard to when he's talking about something, he's all in.

他做事从不半途而废。

He's not going halfway.

对我来说，这就是一种极致的专注。

You know, that to me is an example of fanatical intention.

你想想弗兰克·盖里，那位建筑师，要设计出那些完全打破常规的结构、大胆选用材料、非直线的墙体——没有那种近乎偏执的执着，怎么可能做到？

You know, you look at, I mean, you look at Frank Gehry, the architect, there's no way that he's going to produce those completely rule breaking structural designs, choice of materials, walls that aren't straight and all the various things without having a fanatical intention, you know?

还有，我最近刚完成了一个项目，你肯定知道弗兰克·劳埃德·赖特这个人吧。

And, and I just, you know, and I just completed, for example, there's a so, know, that you obviously know that the architect, Frank Lloyd Wright, you know, who he is.

在离我办公室大概四小时车程的地方，有个占地八百英亩的庄园。

So Frank Lloyd, there's an 800 acre estate about four hours away from my office.

去年年底，好几年了，他们一直说：‘大卫，我们特别希望你能帮我们做一下品牌策划，就是这些事儿。’

So the end of last year, for a couple of years, were like, David, we'd love to have you like help us with some branding this, da da da da da.

去年年底，他们终于说：‘预算批下来了，有你了。’

So the end of last year, they were like, we got you in the budget.

我说：太好了。

I'm like, great.

所以今年第一季度，我一直在做这个品牌项目，说实话，我从来没想过自己会为美国最著名的建筑师之一工作。

So the first quarter of this year working on branding that, which I never in a million years would have thought I'm working on probably the most celebrated American architect there is.

我还去参观了那片场地和建筑，他们还留我住了一晚。

And I got to visit the facility, the buildings, they put me there overnight.

我睡在他设计的房间里面，亲眼看到了他的工作室，还有他画古根海姆博物馆草图时用过的绘图桌。

I slept in like one of the rooms that he designed and I saw the actual, his studio and the drawing drafting table where he did the drawings for the Guggenheim museum.

对吧？

Right?

这真的太让人震撼了，简直不可思议。

So, I mean, this is like, wow, this is pretty amazing.

他就是那种有着极致执着的人。

He had fanatical intention.

他一生设计了超过一千一百座建筑，其中五百多座建成了，是历史上最高产的建筑师。

He designed over 1,100 buildings and over 500 of them got built more prolific than anyone in history.

对我来说，极致的执着可以体现在各种不同的事情上。

So to me, fanatical intention, there are different things that one could have fanatical intention about.

戈登·拉姆齐也有这种极致的执着，你知道的，只是表现方式不一样。

Gordon Ramsey has fanatical intention, you know, and it shows up in different ways.

有的表现得更激烈。

Some are louder.

克劳德·西尔弗对文化中的人文关怀和她所支持的人，有着极致的投入。

Claude Silver has fanatical intention with regard to the heart aspect of a culture and the people that she supports.

同样，表现方式也各不相同。

And it shows up in different ways.

这不是一种固定的模式。

It doesn't, it's not one flavor.

它的变化可能比本和杰瑞的冰淇淋还多，对吧？

It could be more flavors than a Baskin Robbins joint, right?

是的，但要是没有这种程度的投入，就根本谈不上。在我看来，能公开表达出这样的决心，就是极致的执着。

Yeah, but someone that wouldn't be that committed, it definitely aligns with commitment and conviction and being that committed to state that publicly is absolute in my book, that's fanatical intention.

这种特质，真的非常了不起。

And I, and that's, and that is a wonderful attribute.

太好了。

Great.

所以第三点，是爱的力量——想要打造一个出色的品牌，就得真心爱上你的客户。

So three, so is the power of love, want a killer brand, fall in love with your customers.

当他们感受到这份爱，就会为你赴汤蹈火。

When they feel the love, they'll move mountains for you.

前几天我跟一个精英小组聊过。

I was speaking to a mastermind the other night.

我当时问：现在AI方面的进展多不多？

And I said, there, I said, look, are there a lot of advances with regard to AI?

多。

Yes.

大家是不是都在想办法用AI来提速、提高效率？

Is everyone trying to leverage AI to accelerate this and to increase the efficiency of that?

是的。

Yes.

但我预测，那些能够真正长久生存、超越其他公司的，一定是那些以人为本的企业，因为再先进的机器也无法让你我感受到那种‘天啊，你真的懂我’的被理解感。

But it is my prediction that the companies that are going to absolutely outlast and out and outperform other companies will be the ones that actually are people centric that because there's no machine that is going to make you or I feel the recognition of, wow, I was just understood.

不管脚本写得多好，表达得多完美，哪怕AI把语音或视频调得再有人情味，你还是会感觉——你知道吗？比如你旅行时带着孩子，你有一个儿子，还是多个孩子？

Matter how well scripted it is, no matter how perfectly stated it is, no matter how much they've humanized the voices or the videos or whatever AI comes up with, there's, it's like, you know, I mean, if you're having a conversation, like I've seen you, you travel with your, is it, do you have one, one son or do you have multiple kids?

两个儿子。

Two boys.

明白了。

All right.

当你听儿子跟你分享他发自内心的经历时，他有了某个特别的时刻，一段难忘的回忆，一份珍藏在心里的感受。

So there's, there's no way, like when you're listening to your boy share something from, from his heart, he's had a moment, he's had an experience, he's had something that he'll remember and he'll cherish.

当他跟你分享这些，你认真听着的时候，再厉害的机器也永远替代不了你——那种发自内心的认同、欣赏、感激和爱。

And when he shares that with you and you listen to that, there's no way that a machine, no matter how good can ever replace you in terms of your affinity, your admiration, your appreciation, and that love.

所以这就是我说的这一点。

So that's what that, that's what that one is

的意思。

about.

明白了。

Okay.

用这种用心去做事，通常——不是总能，但大多数时候——都需要一定的手艺，而且花的时间也会更长。

To do things with this kind of love would almost always, not always, but almost involve, I think a certain level of craft and things would take longer to do.

你没法把人像流水线一样推过去。

You can't push people through a line.

你没法快速翻台，得花时间聊天，真正了解对方。

You can't turn tables as quickly and you have to spend time talking, getting to know people.

这样一来，我自然就会想，这一切肯定都有代价。

So then I automatically start to think there's a price tag attached to all this.

确实可能有。

Can be, can be.

但你说，是不是有时候，一个小小的举动，就能带来惊人的感觉？

I mean, but haven't you, I mean, there at the same time, sometimes there's an incredible, something that that's just a little gesture, you know, a little gesture.

不是什么大事，不贵，也不花多少时间，但就是某个瞬间，让人忍不住说：哇，这太棒了。

It's not something that's big, not expensive, not even long in duration, but a gesture where someone just, and you're like, wow, that was amazing.

对吧？

Right?

你知道，这其中有一种特别的韵味。

You know, it's like, so there's a certain, there's a grace to it.

是啊，我觉得你说得没错。

So yeah, I mean, oftentimes I think you're right.

确实会有一部分人愿意为此付出更高的代价。

There are definitely going to be a percentage of those that are gonna be, that's the premium that we're willing to pay for that.

在你的生活中，有没有遇到过让你记得住的小举动？

In your life, have you experienced those small gestures that you can recall?

我有一些印象，不过确实有。

I have some, but yeah.

有没有那种不花一分钱，但对方做了之后，让你感觉特别不一样的事？

Are there things that you're like, Hey, this doesn't cost any money, but they did it and it made me feel different.

有的。

Yeah.

是的。

Yeah.

我想起的是一些餐厅，那种氛围特别到位，从领你入座、打招呼到迎接你，每一个细节都让人感觉很贴心。

I mean, what comes to mind are some, probably a few restaurants where the culture of the restaurant, just even the way the person sat us down and then just, and just greeted us and just, and welcomed.

其实有个地方特别棒，在巴哈马的一家餐厅。

In fact, there was a place that was this amazing, restaurant in The Bahamas.

叫Flying Fish。

It's called, Flying Fish.

正对着大海。

It overlooks the water.

我和我太太那次去那里，正好是行程中的一个小休息。

My wife and I, we had a little break on our little visit.

所以我们去了那儿。

And so we went there.

有人跟我们说，那是个值得一去的地方。

Someone said that's good place to go.

我们去了那里。

We went there.

天啊，简直不可思议。

Oh my, was unreal.

我是说，那食物太棒了。

I mean, the food was unreal.

那份用心也太到位了。

The care was unreal.

他们特别热情。

They were so cheerful.

就像是在说：欢迎光临。

It's like, welcome.

我的意思是，他们真的就是那样，热情地欢迎你。

I mean, they actually was like, welcome.

那种身为陌生人的感觉，一下子就消失了，仿佛你瞬间成了家里人。

It was like that element of being a stranger, like the note, you were instantly family.

他们就说：欢迎，快请进。

They were like, welcome, come.

他们特别开心，很乐意为我们服务，上菜也精致得不得了，我们问什么问题，他们从不会说‘这你都不懂’。

And they were so pleased and happy to service us and provide the most beautifully plated food, most incredibly, and we would have a question and no question was met with, you should know better.

他们总是说：哎呀，你问得真好。

It was like, oh, glad you asked.

他们特别乐意跟我们分享。

And they were so thrilled to share.

后来我们才知道，这位主厨是巴哈马排名第二的顶级厨师，完全是自学成才，你能感受到他把一种深厚的文化氛围，完全融入到了团队里。

And we, what we found out was that this chef who was ranked the second in the top ranked chef in The Bahamas, completely self taught, and you could tell he created a culture, an absolute rich brand culture, just in his people.

他们为自己做的每一道菜都感到自豪。

They were proud of everything they brought.

他们为自己能分享这份美味而由衷高兴。

They were proud to share that deliciousness that you were going to enjoy.

这就是我最深的记忆。

And so that's what I remember.

你呢？

What about you?

我有一大堆想法。

I have a bunch.

所以我打算做一些成本很低的事情。

So I'm going do something like really low cost things.

我要感谢我以前的商业导师基兰·麦克拉伦。

I'm going to credit my former business mentor, Kieran McLaren.

他后来去世了。

He's passed away since then.

所以我说是‘以前的’导师。

So that's why I say former.

他跟我说，每次我走进一家店，都会试着站在顾客的角度想想体验会怎么样。

He told me like, you know, every time I come to a place of business, I walk around and I try to imagine what it's like to be a customer of yours.

他给了我们三条建议。

So he gave us three recommendations.

他说：‘为什么顾客的停车位都在那边？’

He says, why are the the customer parking spaces over there?

那地方可不太合适。

That's not a good spot.

我说：‘因为我得照顾好我的员工。’

I said, well, because I want to take good care of my employees.

我把最好的车位留给他们。

I give them the best parking spaces.

他回：‘哦，明白了。’

He goes, okay.

我懂你这么做的用意，但要是顾客连停车都费劲，这会还没开，印象就先坏了。

I understand the intention behind that, but if I'm struggling to get into this thing, it's already starting the meeting poorly.

那就把第二好的车位给他们吧。

Give them the second best parking spaces then.

留两个出来就行。

Reserve two of them.

他说，别亲自告诉他们该停哪儿，挂个指示牌就行。

He goes, and don't give them directions on where to park, put a sign up for them.

哦，这主意我能做到。

Like, oh, I could do that.

他还说，等他们从楼梯上来，走进办公室时，可以放个小牌子，我相信你们设计师能弄出个‘欢迎大卫·布赖尔’这样的字样。

He goes, when they come up the stairwell and they enter into your office, put up a little, you know, I'm sure your designers could do something where it says welcome David Brier.

这不只是简单地说声‘嗨’，而是专门为他们量身定制的。

It's not just, Hey, it's tailored for them.

这些改动根本不用花一分钱。

And these changes cost us nothing.

我们只是调了调人的位置，有些人就开始抱怨。

We move some people around, some people are moaning or groaning.

没关系。

It's fine.

在他们来之前，随便打印一张纸，三美分的事儿，纸和墨粉而已，挂上去就行。

And before they arrive, somebody prints it out on a piece of paper, it's 3¢, paper and a toner, put it in there.

我们已经多次听不同的人说起过这件事。

And we've been told many times by different people.

我这辈子从来没觉得自己这么特别、这么重要过。

I've never felt so special nor important in my life.

我甚至还在自己的专属停车牌前拍了张自拍，感觉像成了顶级明星。

I actually took a selfie in front of my own parking sign because I feel like I'm an A list actor.

此位专为我预留。

Spot reserved for me.

我感觉自己就像这家公司的CEO。

I feel like I'm the CEO of this company.

如果他们带着这种感觉进房间，我们的会议一定会很顺利。

And so if they bring that energy into the room, we're gonna have a good meeting.

除非我们搞砸得特别离谱。

We'd have to royally F it up.

但就算真搞砸了，人家可能还是会给我们很大包容，毕竟整个安排都这么用心。

But even if we did, it'd still probably show us a lot of grace because of how everything was framed.

然后我住过一家渔猎小屋，下次我还会再去——你一下飞机，车开到那座水上小屋前，那儿的每个人都会叫出你的名字。

And then I stayed at this fishing lodge and which I'm going to again, when you get off the airplane and you pull up to this floating lodge, everybody there is going to learn your name.

大家都是直呼你的名字，而且好像对你有点了解。

You're on a first name basis and they kind of know something about you.

这是他们受过专门训练的。

So they're taught to do that.

但你一下飞机，他们不会只说‘欢迎’。

But as you get off the plane, they don't just say welcome.

他们会说‘欢迎回家’。

They say welcome home.

‘家’这个词，是个特别有力量的词。

That word home, it's a trigger word.

意思是：这儿就是你的地方。

It means this is your place.

我们很高兴再次见到你。

And we're glad to see you again.

所以就是一些这样的小细节。

So there's little things like that.

然后还有一些大公司层面可以做的事。

And then there's big corporate things I think that you can do.

这可能要花点钱，但我得说句公道话，有两次大公司真的做对了，他们本来可以做得不一样，那也没关系，但他们选择了做对的事，这让我成了他们的终身客户。

This costs a little bit of money, but I want to give credit here because there are two instances where big corporations get right by me and they could have done differently and that's fine, but they chose to do the right thing, which makes me, I think, customer for life.

一个是沃尔沃。

One is Volvo.

我来讲个故事。

Shared a story.

我的车刚过保修期。

So my car is out of warranty.

之前有个烦人的小毛病，我一直没去修。

It just got out of warranty and there's been an annoying defect that I never got around to.

等我终于送去维修时，他们说：哦，这个要花1200美元。我一听，等等——

So when I finally brought it in, they're like, oh yeah, it's going to cost $1,200 I'm like, wait a minute.

我知道保修期过了，但那条金属饰条弯了，前几天还划伤了我的手指。

I know I'm out of warranty, but that piece of metal trim is bent and it cut my finger the other day.

于是我联系了公司总部，他们说：‘没问题，我们来处理。’

So I reached out to corporate and they're like, we got you.

请把车开过来吧。

Please bring it in.

这事儿我们帮您解决。

We'll take care of this thing.

他们果然说到做到，真的帮我把问题修好了。

And to their word, they took care of it.

这真是太棒了。

That was awesome.

第二个是索尼。

Number two was Sony.

我特别想讲讲这个故事。

I love to share a story.

我买了索尼的旗舰功放。

I buy the Sony flagship receiver AV receiver.

用了几年后，有个功能突然坏了。

And after a couple of years of use, there's one thing that wasn't working.

他们说：‘你寄过来吧。’

So they said, Hey, send it in.

我就把东西打包寄过去了。

I'm like, whatever box it up, sent it in.

他们说：‘你的功放有点年头了。’

They said your receiver is so old, relatively speaking.

现在没法修，也没法换新的。

We can no longer repair nor replace this.

我们能做的，就是给你换一台新的。

So the only thing we could do is give you a new receiver.

我说：‘行啊，挺好。’

I'm like, okay, cool.

那索尼是怎么处理的？

So what does Sony do?

他们给我寄来了一台全新的旗舰接收机，性能可能比我原来买的还好，功能也更多，直接送给我了。

They send me a brand spanking new flagship receiver that is probably more than the one I paid for, has more features and like, that's yours.

我说，行吧。

I'm like, okay.

我喜欢这个做法。

I like this.

真正为产品负责的公司，不管怎样都会站出来，不会说‘这太老了’‘已经过保了’这种话。

People who stand behind their product, no matter what, and they don't get into, well, you know, it's too old or you're out of warranty.

这不归我们管。

It's not really our problem.

现在很多公司都是这样，死守条款，说‘这不关我们的事’。

I think that's the thing that plagues a lot of companies and organizations today, where they stick to the law and they are, it's not our problem.

这不关我们的事。

It's not our problem.

你要是老这么说，迟早会出别的问题。

And you keep saying that long enough and you have a different problem.

到时候，客户全跑光了。

You have no customers.

那我现在在做什么呢？

And so what am I doing right now?

我在为Oleys钓鱼度假村、沃尔沃和索尼做宣传，因为他们真的为我们着想。

I'm advertising for Oleys, the fishing lodge for Volvo and for Sony, because it took care of us.

再讲最后一个例子。

One last little example.

我们当时住在越南一个海边度假村。

We're staying in a seaside resort in Vietnam somewhere.

名字我记不太清了。

I forget the name of it.

那是个特别漂亮的高档酒店。

It is a beautiful high end hotel.

我和我妻子一起把整个村子包了下来。

I, my wife, she rents the village.

在那里住可不便宜。

It's quite expensive to be there.

我们白天出去玩，晚上再回来。

We go out for the day we come back.

他们说了两件事，其中之一是帮我们洗衣服。

There's two things they said, we'll do your laundry.

你把衣服放这儿就行，我们来处理。

So just leave your laundry here and we'll take care of that.

当天就能送回来。

And we'll bring it back same day.

我当时就想，这服务真到位。

I'm like, that's service.

我很喜欢这种服务。

I like that.

但他们做的这一点小细节让我特别感动，我孩子们有笔记本电脑、iPad，各种电子设备。

But it's this little touch that they did, which was my children have laptops, iPads, all kinds of stuff.

他们用了一点魔术贴把所有线缆整理得整整齐齐，还留在那儿给我们。

They put a little Velcro strap and cleaned up all the cables and left it there for us.

凡是外面放着的设备，他们都留了一块超细纤维布，让我们能随时擦一擦表面。

And any device that was out, they left a microfiber cloth so we can wipe off the surfaces.

我老婆就说：‘嘿，我的呢？’

And my wife's like, Hey, where's mine?

我也不知道你的在哪儿，宝贝，但你别管我的，因为你根本没把笔记本或手机拿出来，可孩子们的东西到处都是。

I don't know where yours is honey, but leave mine alone because you did not leave a laptop or a phone out for them to take care of, but the boys it's everywhere.

所以他们自然就收到了这份小惊喜。

And so of course they got this little surprise.

那条魔术贴和那块超细纤维布，总共估计也就三毛五分钱。

The total cost of the Velcro strap and the microfiber cloth, I think is probably like 35¢.

但那种感觉就是，这地方真棒，我们会留下难忘的回忆，以后还能跟别人讲呢。

But the feeling is this is a great place and we're going to have a memory and an experience to share with other people.

所以我完全支持这个做法。

So I'm a 100% in on this.

好的。

Okay.

明白了。

All right.

下一个是什么？

What's the next one?

我们每个人都会做一件事。

There's one thing we all do.

每个人都有自己的想法。

We each have ideas.

有些想法向内收，有些四处发散，还有些向外延伸。

Some ideas go inward, some go in all directions, others go outward.

那些向外传播、能帮助最多人的想法，才值得去培养。

Ideas going outward benefiting the most people are the things worth feeding.

留意别人给你提出的那些想法背后的方向。

Pay attention to the direction others offer you in the way of ideas.

有些想法是建立在成长基础上的。

Some ideas are built on growth.

有些则建立在破坏上，靠别人的失败来成就自己。

Some are built on destruction, relying on the failure of others to win.

还有一些是建立在保守思维上，认为创造是一种稀缺资源。

Others are built on conservation, which is built on the idea that creation is a scarce commodity.

这种想法是错的，而且有害。

That is false and destructive.

相信我，不管怎样，记住一点：想法是有方向的。

Trust me, no matter what, remember, ideas have direction.

真正有影响力的品牌，懂得优质想法的力量，更懂得把它们广泛传播出去。

The Rich Brand knows the true power that results from the quality of ideas and how much they are shared outwardly.

就像在阴天里分发阳光，你给予得越多，大家感受到的温暖就越多。

Like handing out sunshine on a cloudy day, the more we extend outward, the more everyone feels the warmth.

贫穷的品牌早已忘了创意的力量，用愤世嫉俗取代了阳光，我管这叫‘末日能量饮料’。

The Poor Brand has long forgotten the power of an idea, replacing rays of sunshine with cynicism, which I call the energy drink of doom.

它只盯着往里进的东西，却忘了向外输出的重要性。

It only looks at what's coming inward and has lost sight of the importance of giving outwardly.

明白了。

Okay.

我懂你的意思。

I get that.

书里有一句我特别喜欢的话，出自瑞安·霍利迪的《障碍即道路》。

There's a, one of my favorite lines in the book, The Obstacle is Away by Ryan Holiday.

书里有个拉丁语引文，我就不试着念了，大概意思是：把平凡的事做好，本身就是一种尊严。

And there's a Latin quote, which I'm not going to try to say, but the rough translation is there's nobility in doing humble things well.

你和我，作为创作者、艺术家，应该都能体会这一点。

And you and I, creatives, as artists possibly can appreciate that.

我觉得当一个人把技艺练到极致，那种境界就超越了技巧，变成艺术——人们会后退几步，静静看着盘子，感受彼此之间的微妙距离。

And I think humans can see that when you are so good at your craft, it becomes transcendental and it becomes artful where they're stepping back and looking at the plates before the distance between the edge between each other.

而且这种对细节的专注，真的很有分量。

And there's just a level of attention to detail.

我总是跟人说，当你看到一个人全心投入自己做的事，那种感觉会让你起鸡皮疙瘩，尤其是当你正好是这份用心的受益者。

And I always describe it to folks that when you see someone love what they do so much, it gives you goosebumps, especially if you're the recipient of this love.

对吧？

Right?

比如按摩店、水疗中心为什么那么贵？就是因为人们提起它们时总是带着温情——你这辈子可能从没被这么细致地照顾过。

Like if you go to, I think the reason why massages or spas or cost as much as they do are, our places that people talk about in affectionate tones is because you've never been so pampered in your life.

他们把你双脚轻轻放进温水里，水里飘着玫瑰花瓣、香茅和姜片，随他们怎么配的。

They take your feet and they gently ease it into a warm bath of water with Rose petals, lemon grass, and ginger or whatever they're putting in there.

然后温柔地给你搓脚。

And they gently scrub your feet.

这还只是整个体验的开始。

And that's just the beginning of the experience.

你一边喝着茶，吃着小点心，心里就忍不住想：天啊，这种生活，我真能习惯。

So while you're sipping on a cup of tea or something like that, you have a little biscuit and you're like, wow, this is, I can get used to this life.

而且人们真的很用心，他们会让你感受到这份关心。

And people really care and they show you that they care.

我觉得互联网上特别能体现这一点，比如能看到一些视频，有个小伙子在折披萨盒。

And I think the internet has been a great place to see this demonstrated that we can see accounts where there's a guy who's like folding pizza boxes.

你见过这个吗？

Have you seen this?

他折的速度是别人的七倍快。

And he's doing it seven times faster than everyone else.

他随手一扔，盒子就整齐地堆在那里。

And he's just throwing it over and they, or they just keep laying here.

这到底是怎么做到的？

Like what?

他把这套动作练成了肌肉记忆，重复得炉火纯青。

There's repetition of motion here that he's mastered muscle memory.

现在他就算蒙着眼睛都能干得漂漂亮亮。

Then he can just do this blindfolded.

看到这种场景真的很美，比如一位中国陶艺大师，慢慢捏制一只小茶壶，一层层塑形，再入窑烧制。

And it's a, it's a thing of beauty to see, or conversely, we see some kind of Chinese pottery master potter, who's like making a little tea kettle and just slowly building the layers to handle and firing in.

简直让人看着特别放松。

It's like, wow, it's just so soothing to watch.

我们真的很欣赏这种技艺。

We appreciate that.

确实能看出来。

Can see that.

明白了。

Okay.

好的。

All right.

那我们是不是也该这样去对待客户呢？

So is this how we start to love on our customers?

当然了。

Oh yeah.

这个，没错，你看，这其实能引出好多特别棒的小例子。

This, yeah, this, see, I mean, this is like, you know, this goes into so many awesome little examples.

说白了，这讲的就是尊重他人的价值。

It's basically, it basically goes over the value of others.

就像拉里·戴维和杰里·赛恩菲尔德，他们互相激发创意，进而带出了朱莉娅·路易斯-德瑞弗斯、杰森·亚历山大和迈克尔·理查兹的出色表现。

And here it's like, it's how Larry David and Jerry Seinfeld tapped into each other's comedic genius and used it to fuel the talents of Julia Louis Dreyfus, Jason Alexander, and Michael Richards.

还有上世纪七八十年代，斯皮尔伯格、马丁·斯科塞斯、卢卡斯和科波拉那群人，彼此紧密合作，经常交流想法，互相支持。

It's how Spielberg, Scorsese, Lucas, and Coppola formed the close knit group in the 1970s and eighties, frequently collaborating and sharing ideas and supporting each other's ideas.

这种模式还延伸到摩城唱片，以及无数改变文化格局的传奇故事。

And it goes on to, it goes on to Motown and all these other legendary things that changed the landscape of culture.

所以，这就是这方面所体现的核心。

And so that's, so that's the element with regard to that.

明白了。

Okay.

这里面其实有两个要点：第一，如果你是品牌方，别等着别人先行动，你可以主动迈出第一步，展现善意。

So there's two parts to this, which is one, if you're the brand, instead of waiting to reciprocate, you could just take that first act of generosity.

但如果你是普通人，你也可以这么做。

But if you're a human, you could do that.

我们还能感受到周围人的文化氛围，他们也愿意支持你、推你一把。

And we can get a sense of the culture of the people as to how they also want to lift you up.

我觉得你提到的很多观点其实是相互交织的。

I think a lot of the ideas that you're writing about are intermeshed with each other.

这并不是一个孤立的想法，因为它呼应了你之前提到的其他几点。

It's not like this is a separate idea because this calls back to some of the other points you already brought up.

没错。

So, yeah.

所以，显然有一个向外扩展的概念。

So I mean, so obviously there's, there's the outward growth concept.

还有一个削弱、减少的概念，但归根结底，想法是有三个方向的。

There's the, there's the destruction, the lessening concept, But the bottom line is, is ideas are three, right?

从方向上来说。

In terms of direction.

有些是向外延伸的，本质上是在创造空间，给予外界应有的认可。

So there are ones that go outward, that actually is, that's basically creating space, that's a granting, you know, recognition to what's, what's out there.

还有一些是向内的。

There's there are those that are inward.

关于这一点，我想具体说明一下，让你更清楚。

And I will tell you on that particular point to give clarity on that.

我有个客户，名字就不提了，我们为他们做完品牌重塑几年后，一起出去吃午饭。

It was when I had one client of mine who will remain nameless, but a client of mine, we went out to lunch after some years, after we did a rebrand for them.

他让我坐下，我们一边吃着精致的日本料理。

He sat me down, we're sitting over eating some nice Japanese food.

他突然说：大卫，谢谢你。

And he goes, David, by the way, thank you.

我问：谢我什么？

I said, for what?

他说：谢谢你让我能做成我做的事。

He goes for making it possible for me to do what I did.

我刚刚捐出了五千万美元，支持我所认同的事业，而且我还没完。

I, I just donated $50,000,000 to causes that I support And I'm not done.

他说：‘不是我做的，我没那样做。’

He goes, I'm not, I didn't do that.

这时候我就想，行了，我算完了。

Now I'm like, okay, I'm done.

我真的不打算再继续了。

I'm just, I'm not gonna no.

但他能做成这些，离不开我之前帮他打下的基础。

And he's continuing, but he was not able to do that without having helped him build up what he built up.

就在那一刻，我突然意识到，我对自己的工作有了全新的理解，也感到无比自豪——我知道，我确实帮到了他。

And it was at that moment that I like, wow, I had a whole new framework of what I did and the amount of pride that I felt that I knew that I had helped him.

另一方面，我也帮过一些创业者和创始人，他们只关心银行账户里有多少个零。

Flip side, I have helped entrepreneurs, founders who only cared about how many commas and zeros they had in their bank account.

说白了，就是特别自我中心。

I mean, it's very narcissistic.

他们只在乎，我从这件事里赚了多少钱？

It's like, they're only, it's like, okay, how much money did I make from that?

总共赚了多少，全都是往里看。

How much money it's total and that's inward.

最让人泄气的就是这种心态，我帮人赚几百万甚至几十亿都没用，这种想法根本走不远，特别没意思。

So the thing about that, that that is the most dissatisfying and I could help someone make millions or billions of dollars, but with that kind of mentality, that is the most dissatisfying, unsatisfying experience because it goes nowhere.

一点好处都没有。

It doesn't benefit.

既不能提升，也不能丰富什么。

It doesn't, it doesn't enrich.

第三个是什么？

What's the third one?

有第三个吗？还是我听错了？

Was there a third one or did I mishear that?

对。

Yeah.

有内在的，也有外在的。

There's the inward, the outward.

还有第三种，就是完全散乱无章，到处分散。

There's a third one, which is basically, it could just be like sort of all over the place, of like dispersing.

这种根本就一点效率都没有。

And that's just like, well, that's not productive at all.

外在的指的是，你怎么把内在的理念传递给孩子？

Is it the outward idea is how you can give a toddlers the inward ideas?

我该怎么从别人那里获取？

How can I take from others?

那哪种是会消散掉的呢？

And then what is the one that dissipates?

就是忙得团团转，但没人从中受益。

That's being busy without any, without anyone being the beneficiary of any of that busy activity.

纯粹就是瞎忙一通。

It's just kind of like random busyness.

好吧。

All right.

很遗憾，很多美国公司都陷在了无效忙碌里。

So I think unfortunately, a lot of corporate America is stuck in busy work.

没错。

Yeah.

毫无疑问。

Without question.

他们一直在追逐各种新工具，一个接一个。

And the, and the, and they're chasing the, they're chasing the next shiny item as far as tools.

很有道理。

A lot of sense.

我团队有时候会困惑，说：克里斯，我们已经做了这么多事了。

The confusion that sometimes my team will get into is Chris, we've done all this stuff.

我说：我知道你们做了不少事。

I'm like, I know you've done all this stuff.

我完全理解你投入了多少时间，但点击率在哪里？

I don't discredit or discount how many hours you put into this, but where are the click throughs?

收入呢？

Where's the revenue?

你确实做了不少事，但我看不到任何积极的成果。

You've done things, but I have nothing positive to show for what you've done.

我不想管别人花了多少时间。

So I don't want to manage people's time.

连他们的精力我都不想管。

I don't even want to manage their energy.

我只想和你一起看看结果：我们做的这些，真是在朝着目标走吗？

I just want to look at the outcomes together and say, look, is this what we're working towards?

然后让你自己做所有决定，这样你就不会回来怪我说：‘是你让我这么做的。’

Then empower you to make all the decisions so that you don't come back and say, well, you told me to do this.

我根本没让你做任何事。

Didn't tell you to do anything.

我跟你说过，咱们得让这个视频获得更多播放量，或者提高订阅率。

I told you let's get more views on this video or let's increase our sub rate.

我们确实希望达成这个目标。

We want that.

至于你怎么实现，完全由你决定。

And how you want to get there is up to you.

但很多人对这种责任和担当感到很不自在。

But people are very uncomfortable with that kind of responsibility and accountability.

他们习惯了等别人指派任务，这样就不必承担任何责任。

They're used to saying, you tell me what to do so I don't have to have any accountability.

这恰恰是最糟糕的情况，就像你说的，根本没人负责。

Which is the worst scenario because like you said, there's no accountability.

没人担责。

There's no responsibility.

也没人真正把这事当自己的事。

There's no ownership.

是的。

Yeah.

他们通常就是哦，好吧。

And they're basically, oh, okay.

最糟糕的情况是，我们不妨用‘大品牌’和‘小品牌’的例子来说明。

Because, the worst scenario is for, it was kind of like little, let's even put in the context of Rich Brand, Poor Brand.

像你和我这样的客户，得通过一两次电话、几条消息，不断催促，才能让公司做对一件事。

The company that you and I, list you and me being a customer or company, the company that you and I, we have to convince a company through a call or two or three or text or whatever, because of our demand and insistence.

可当他们终于行动时，我们并不会觉得特别有成就感，也不会因此对这家公司产生多少忠诚度；但如果这本来就是他们主动想做的，感觉就不一样了。

And then they finally do the right thing is not as rewarding or nor will it create any kind of loyalty on our part as if they, that company actually had the initiative coming from them outward.

对。

Right.

这就是关键区别。

And so that's like the difference there.

问题在于，这家公司的责任感到底有多强？

It's like, what's the level of ownership?

如果你一直处在那种忙个不停、不付出也不接受的状态，该怎么改变呢？

If you're in that space where you're used to being busy, not giving, maybe not taking, What is the remedy to that?

你只是在白白消耗自己。

You're just dissipating.

你花了很多精力，也用了不少资源。

You're spending a lot of energy and you're using a lot of resources.

说你根本不配拥有这间屋里的氧气，这种话听起来确实很刻薄，也很苛刻。

You know, this is a very cruel and judging statement to say like, you're not worth the oxygen in the room or something like that.

你浪费的这些能量和资源，本来可以用在更有意义的事情上。

You're just wasting energy fuel that could be used for something much more productive.

我们该怎么摆脱这种思维模式或行为惯性？

How do we get out of that mindset or that pattern of behavior?

我觉得，如果你是领导者、创始人或者经理之类的人，你就得停下来想想：

Well, I mean, I think it's, if one is, if one is the leader, the founder or the manager or whatever like that, one has to basically look and go, wait a second.

我到底营造了什么样的环境，让大家都懒得主动承担责任？

What, you know, what kind of environment am I creating that actually nobody wants to take any ownership?

如果你处在这种初级岗位，身处这样的环境，坐下来想想，我问你一个问题。

You know, if one is in the position in a junior position where they're in that environment, you sit down and you, I mean, let me ask you this.

我职业生涯里，大概已经告别了三四个客户。

I know that I've probably retired probably about three, three or four clients during my career.

你是不是也遇到过类似的情况？

You probably retired some, right?

明白了。

Okay.

问题在于，他们不愿意调整自己，去建立健康正常的互动和责任机制，反而总是互相指责之类的。

So the thing is, is that they weren't willing to adapt to actually have the proper kind of healthy interaction and accountability and might be finger pointing or whatever.

这些问题会以各种形式表现出来，但我并不在意具体的表现方式。

It kind of shows up in different ways, but I don't care about the symptoms and how it shows up.

我关心的是，能不能打下一个坚实的基础。

I'm looking at, is there a foundation to create?

所以，如果你现在是这种初级员工，我会建议你坐下来，找你的主管，最好是老板，直接说：我目前遇到这些问题，它们正在带来哪些负面影响。

So that to me, if someone's in a junior position like this, I would say what, you know, sit down with the manager or ideally the owner and just go, here's what I'm running into it it's and here are the problems that I see it's causing.

这就是问题表现出来的具体症状。

Here are the symptoms of how it's showing up.

接下来我要说的是，我真正建议的解决办法。

Here's how I actually propose to make it to actually remedy it.

希望这个第三点能包含你自己的责任感。

Now, hopefully that remedy, that third point would include, you know, your own accountability.

每个人都开始对自己的行为负责。

Everyone starts being accountable.

如果我们都能提升责任感，这就让我想起阿尔·帕西诺说过的一句经典话。

If we all rise up in accountability, it's kind of like that great line from Al Pacino.

我觉得大概是这样的：如果个人不成功，我们不会死；但如果团队不成功，我们每个人都会垮掉。

I think it's like, you know, if we don't make it as individuals, we die as a no, if we don't make it as a team, we die as individuals.

没错。

Right.

这种心态，我会这样去表达。

That's the kind of mentality and I would present it.

如果这遭到了抵制，比如‘不行，不行，不行’，

And if that was met with resistance, like no, no, no, no, no.

那你可能来错地方了。

You know, you're in the wrong place.

这根本不是我们这儿的文化。

That is not the culture.

那你就可以说，好吧，我祝你顺利。

And you just say, okay, you know, I wish you success.

非常感谢。

Thank you very much.

因为我们的最大力量和最大自由，就是懂得什么时候该放手，当一件事根本行不通时，直接走人，说不。

And there's a door because our greatest power and our greatest freedom is the ability to know when to end the game that just is not working and walk out and say, no.

好的。

Okay.

我以前也辞退过几个客户。

I've had to fire a few clients before.

你说得挺礼貌的，就是让他们体面地离开。

You, you say very politely retire.

我想知道你是怎么处理的。

I'd like to know how you retired them.

我来讲个故事吧。

I'll share a story.

我觉得这个例子特别适合为今天的谈话收尾。

I think this is a great way to end up this conversation.

本来大家都挺积极的，咱们不妨加点不一样的声音。

It's like with a lot of positivity, let's just enter a little negative note.

大家都会在你风光时捧你，可你一落魄，他们就落井下石。

Everybody will lift you up and we'll stab you on the way down.

说吧。

Go ahead.

给我们讲一个。

Give us one.

其中一个项目，我们做了一次品牌重塑。

Well, one was, so one was, we did a rebrand.

我觉得这次品牌重塑非常成功。

I thought it a very, very successful rebrand.

我们确实按常规流程把该做的步骤都走了一遍，如果交给对的人，肯定会成功。

We did, I knew we did all the right steps that we would normally do and it would absolutely in the right hands be successful.

我是在看事实，不想把责任推给任何人。

I I'm looking at the facts so that I don't want to throw anyone under the bus here.

我只是...

I'm just

对。

Yeah.

我注意到那些伤害了人的地方。

I've shacked the parts that are hurt people.

没错。

Right,

对。

right.

没问题。

That's fine.

我只是好奇你是怎么处理这种对话的。

I'm just curious how you handle this conversation.

我是怎么处理的呢？说白了，最后情况是这样：我接到了老板的电话，他说咱们没达到预期的新客户增长效果，情况一团糟，完全没达到他们原本指望的结果。

How I handle it was, well, basically what ended up happening was I was, I was called by the, by the owner who said, you know, we're not exactly getting the kind of like, you know, expected like in a new client acquisition, were getting this, that the other, they just weren't getting the outcomes that they were hopefully going to get.

我就问他，那你现在具体在做什么？我一直有个原则：从不把别人的结论当事实，我一定要自己核实真相。

And I said, well, tell me what you're doing because I never, one thing that I've learned is I never take another person's conclusion as fact, I verified facts for myself.

所以我让他详细说说他们到底在做什么，反正就是一堆细节。

And so I said to tell me what you're doing, you know, blah, blah, blah, blah.

他说：我们可是完全按照你说的去做了啊，只是有些客户本身就不怀好意。

Well, I'm doing everything you told us to do, you know, this is there are some clients who are malicious.

我根本没想到会遇到这种恶意的情况。

This is the, I didn't consider this malicious.

我觉得这纯粹是粗心大意，完全没意识到问题。

I consider this absent minded and highly unaware.

所以那时候我就发了封邮件，建议他们做X、Y、Z。

And so at that point I just sent an email and I said, you know, I'd recommend doing X, Y, Z.

我觉得这样应该能解决问题。

And I think that that will work.

之后我就没再跟进，就让它那样了。

And I kind of left it at that.

我也没硬要说‘咱们到此为止’。

And I just, I didn't try and go we're over, we're done.

直接断了联系。

Cut the umbilical cord.

我就只是轻轻道了个别，然后就不再管了。

I mean, I just kind of was like, I just get, I just left it with a nice little send off and then that was it.

任它自然消亡。

I let it die its own death.

这已经很温和了。

That was very gentle.

好吧。

Okay.

我要给这段对话加点火药味了。

I'm going ring some violence to this conversation.

这下可真是昆汀·塔伦蒂诺风格了。

This is the Quentin Tarantino segment.

这也没错，你说的是退休，那确实挺轻松的。

Well, this is fair because you said retire and that was kind of an easy retirement.

我说的是开除，我真得开除一个人。

I said fire and I had to fire somebody.

我当时和一家视觉特效公司的创始人兼联合所有者一起工作。

I was working with the founder, co owner of a visual effects company.

他们当时是

And they were one of

镇上那些稀奇古怪的店铺告诉我，他们想要一个宏大的梦想主题。

the odd shops in town and they told me they wanted this big dreaming thing.

就像我说的，哦，行吧。

Like I said, oh, okay.

我们的参考对象是梦工厂。

Our reference point is Dreamworks.

梦工厂的影院动画片头标志。

The theatrical animated logo of DreamWorks.

你记得这个吗？

Do you remember this?

你认识梦工厂的标志吗？

Do you know the DreamWorks logo?

你应该记得，先看到‘DreamWorks’这几个字，接着水面泛起涟漪，镜头缓缓上移，一个男孩正坐在弯月上钓鱼。

I think you see like the word DreamWorks and then you see a ripple and then you pan up and it's a boy sitting on a crescent moon fishing.

然后‘DreamWorks’的标志就出现在那个‘D’字里，接着镜头拉远。

And then the DreamWorks logo appears inside that D and we pull back.

所以这里有几个转折和误导，作为一个小故事来说，这种设计挺巧妙的。

So there's several reveals and misdirections, which is pretty like smart conceptual thing to do as a mini story.

还有另一个。

There's this other one.

好像是叫瓦尔哈拉影业什么的。

It's like Valhalla pictures or something.

有一艘维京船在云层上航行。

And there's this Viking boat that goes across the clouds.

船上没人，但最后定格在船帆上，那船身就隐在帆后了。

There's nobody in it, but it's like, and then it ends on the sail and it's like the boat.

我当时就想，天啊，这些太宏大了。

I was like, God, these are epic.

这些都是很有感觉的设计。

These are things.

他说，我就想要这样的东西。

And he's like, I want something like that.

我当时就说，对。

I'm like, right.

我答应他，一定给你做出来。

I'm gonna make you that.

于是我们回去做了大量分镜，那时候还没出现AI呢。

So we go away and we do all these storyboards and this is pre pre AI.

要画出一连串写实风格的画面来呈现这些想法，真没那么容易。

It's not so easy to paint photorealistic compositions in a sequence to show these different ideas.

我给他看了好多方案，他看完说：哦，得花点时间好好想想。

Presented a bunch of ideas to him and goes, oh, oh, need some time to think about this.

我就说，行。

I'm like, okay.

后来他回来，我们又碰了一次面，他说：嘿，克里斯，我有个问题。

So he comes back and we meet again and he says, Hey Chris, yeah, I'm curious.

你还有别的点子吗？

Do you have other ideas?

你到底想找什么样的？

Like, what are you looking for?

我不太清楚，但举个例子，我请室内设计师的时候，她直接拿了一堆图给我看，然后我就

Because I don't know, but you know, like when I hired my interior designer, she just pulled sheets and she showed me a bunch of things and then it was

能直接说，这个我不喜欢。

just able to say, like this, I

我不喜欢这个。

don't like that.

我以为会更接近那种风格。

I thought maybe it was gonna be more like that.

每一帧都是精心设计的，为了讲清楚一个特定的故事。

Each one of these frames was carefully crafted to tell a very specific story.

我不是随便从书里挑几张图，然后问你：要不要我给你做这个？

I'm not just pulling random things from a book and saying, one of these would you like me to make for you?

对。

Right.

对。

Right.

我就跟他说，我觉得咱们对这件事的想法不太一样。

And I said to him, I can see that we have two different ideas as to what we want to do here.

我觉得咱们可能不太合适。

And I just don't think we're a good fit for you.

那我先回办公室，把钱退给你，祝你一切顺利。

So I'm gonna go back to my office and we're gonna send you your money back and I wish you the best of luck.

他连忙说：等等，等等，等等。

He goes, wait, wait, wait, wait.

我不是说你要走。

I'm not saying that you should go away.

我说，那你再好好想想？

I said, well, why don't you think about it?

好。

Okay.

然后我收到他发来的一条消息，说：我想过了。

And then I get a message or a text message from him saying, Hey, I thought about it.

我愿意把钱退回去。

I'm happy to take the money back.

我们这边也把他们的定金退了。

And we said, we refunded their deposit.

事情就这么平平静静地解决了。

Everything was cool.

可后来我看到了他们做的事。

And then I see what they did.

我说真的，一点不骗你。

And I kid you not.

不知道你还记不记得那个叫The Foundry的地方。

I don't know if you remember The Foundry.

我记不清它现在叫什么了，但他们之前有很多特别古怪的字体。

I forget what The Foundry is called, but they had a bunch of like weird typefaces.

他们弄了一些像‘吸毒窝’这样的字体，看着是Helvetica，但故意做旧了，破破烂烂的。

They would have things like crack house and it was like Helvetica, but it's broken, you know, distress.

他的整个品牌形象，就是个设计糟糕、还带裂痕的字体。

His whole identity was a font poorly designed with some cracks in it.

我们从一个宏大奇幻的虚构故事，一下子变成了全小写、歪歪扭扭、丑得要命的风格。

So we went from this big epic story, fantasy making make believe to all lowercase jacked up bag face.

而他居然就为这个付了钱。

And that's what he paid for.

我敢打赌，肯定有哪个设计师给他看了电脑上一堆不同的设计稿，说：‘你的logo就选这个吧。’

So I'm pretty sure some designer, I was gonna use different words, some designer showed him a bunch of different outputs for a computer and say, here's your logo.

他一看，就指了其中一个：‘就这个。’

He goes, that one.

真不错。

Excellent.

我现在跟你说件事。

Now I will tell, I'll tell you this.

这个故事有点沉重。

This story is kind of dark.

我并不记仇。

I'm not holding grudges.

我根本不放在心上。

I don't care.

我不希望那些眼界狭隘的人成为我的客户。

I just don't want small minded people as part of my client base.

他们带来的麻烦和折腾，根本不值得。

It's not worth the agony that they're going to put me through the aggravation.

几年后我听说，这个人得了脑瘤，去世了。

I'll tell you something years later, this person developed a brain tumor and passed away.

我不是说谁因为拒绝了克里斯·多的设计就该遭这种报应。

Not saying that anybody deserves this from rejecting a logo from Chris Do.

不，不过说实话，回想起我职业生涯早期，大概前十五年，我确实遇到过几个类似的情况。

No, but I, but, but, yeah, you reminded me of probably there were earlier in my career, probably like the first fifteen years, I had a few more of these.

我觉得问题出在我展示作品的方式上，正是那样才让这种事情有了可乘之机。

And I think it was just where my, how I presented stuff that, that opened the door to that.

我知道自己想要什么，但说不上来，不过一看到就能认出来——那种客户，简直就是最糟糕的那种。

But I'll know, I'm not sure what I want, but I'll know it when I see it, which is about, that is the number that is like the worst possible clients you could ever have.

哦，所以这是一场心灵感应的练习？

Oh, so this is a telepathic exercise.

我得去触碰某种你还没意识到、但深藏在心底的东西。

I'm supposed to tap into some reserve or something that you don't quite know or have awareness of, but it's somewhere buried deep into somewhere.

对正在听的朋友们来说，这种情况就是如此。

And that is about for those that are listening.

如果你曾经遇到过别人一边说谢谢，一边拒绝你，那你就懂了。

If you ever had someone tell you that say, say thank you, but no

我觉得这已经超出了心灵感应的范畴，因为心灵感应至少能读到对方脑子里在想什么，可他们脑子里根本空空如也。

I thank think that's beyond telepathy because in telepathy, you can read their mind, you'll know what the, they, their mind has nothing.

他们只是在说，我优柔寡断。

They're saying I'm indecisive.

我根本分不清什么好什么坏。

I have no idea what good or bad is.

除非我看得够多、感受得够深，否则我不会知道。

And until I see enough and feel like I've had enough, I'll know.

我会把自助餐里的每一样都尝一遍，然后告诉你哪样好吃，但我现在没概念、没经验、也没底。

I'm going to taste every item in the buffet and I'll tell you which is good, but I have no conception, no history, no experience.

所以我们只想和懂行的创意服务客户合作。

So we want to only work with discerning buyers of creative services.

那种特别挑剔的人，比如会说：‘这白色不对，色调不对。’

People who are like so particular, was like, you know what, that's not the right shade of white.

我听了也觉得没错。

I'm like, I agree.

谢谢你注意到了这一点。

I'm glad you caught that.

我就想跟这样的人合作。

That's who I want to work with.