21世纪最赚钱的技能（不是AI）

现在没人知道该学什么技能。

Nobody knows what skill to learn right now.

你学人工智能吗？

Do you learn AI?

你学编程吗？

Do you learn coding?

你学营销吗？

Do you learn marketing?

如果我上学的时候，别人都在搞那些根本没人用的App，我是不是在浪费时间？

Am I wasting my time if I go to school while everyone else's vibe coding apps they'll never get traction on?

我该不该开个YouTube频道？

Do I start a YouTube channel?

那写个Substack呢？

What about a substack?

我该不该去找个工作，还是干脆自己干一件事儿？

Should I even try getting a job or should I build my own thing?

现在机会多得是，这话你肯定听过不下一百遍了。

There is so much opportunity right now, and I'm sure you've heard that a billion times before.

但正因为机会太多，反而让更多人瘫在原地不敢行动——因为你总觉得，刚学一样东西，一两年后可能就过时了。

But since there is so much opportunity, it just paralyzes more people than ever into not doing anything because you feel like if you start learning one thing, it'll just become irrelevant in one to two years.

不过，有一项技能永远不会过时。

However, there is one skill that will never go out of style.

这是一种元技能。

It is a meta skill.

只要你掌握了它，就能大幅提升你学的每一项技能的效果，还能让你学得更快。

And if you learn it, it simply increases the power of every other skill that you learn and it allows you to learn those skills much faster.

这项技能就是理解人性：如果你懂人心是怎么运作的，什么能吸引注意力，什么能激发行动，那你就真能把任何生意做起来。

And that skill is called human nature because if you understand how the mind works, what makes it tick, what makes it pay attention, what makes it take action, then you can really make any business successful.

你能顺势抓住新的机会。

You can work your way into new opportunities.

你能交到朋友，也能影响他人。

You can make friends and influence people.

你可以优雅从容地应对人生，因为你不再被自己的思绪控制，而是成了它的主人，也成了影响他人的主人。

You can navigate through life with elegance and grace because you are no longer a slave to your mind, but a master of it and a master of others.

如果你想自己创业，除了靠人——那些有钱有资源、能给你机会的人——你还指望靠什么成功呢？

And if you want to build your own thing, how else are you going to succeed outside of a job when humans are the ones with the money, the resources, the opportunities that are going to support you?

如果没有人觉得你有价值，愿意为你掏钱，你又怎么赚到钱呢？

How else are you going to get paid if another human with money doesn't see you as valuable enough to pay?

哪怕你只是想找个好工作，而不是自己创业，如果你不让自己显得足够有价值，又怎么拿得到理想的工作？

And even if your goal is to get a job and not do your own thing, how are you going to get your dream job if you don't position yourself as valuable to the employer.

但问题是，像人性这种看不见摸不着的东西，你到底该怎么学？

But the question is, how do you learn something as intangible as human nature?

所以在这段视频里，我就是想把这些方法和原则讲清楚。

So in this video, that's what I hope to provide.

我会给你一套今天就能用上的方法，让你在一群拼命想靠AI补经验短板的人里脱颖而出。

I hope to provide the steps and principles that you can apply today that will give you a competitive advantage against everyone else who is racing to succeed as fast as possible because they think AI will somehow save them from their lack of experience.

我们先从剖析人性的结构开始，看看怎么巧妙地利用它。

So we're going to start with dissecting the anatomy of human nature and how to exploit it.

你可能不喜欢‘利用’这个词，但我们会接着讲清楚，什么叫不道德地利用，什么叫合乎道德地利用。

Now, you may not like the word exploit here, but we'll get to that and what it means to do this unethically or ethically.

人类有八种基本欲望。

Now there are eight human desires.

分别是：生存、享受生活、获得社会认同、寻求性伴侣、摆脱恐惧、追求舒适与清晰、渴望地位，以及保障群体安全。

There's survival, life enjoyment, social acceptance, sexual companionship, freedom from fear, comfort and clarity, perceived status, and safety of tribe.

我们会把这些全部归纳成我所说的三种张力。

We're going to condense all of these into what I call the three tensions.

这三种心理张力，只要你懂得如何把握，就能吸引别人的注意力，让你自己、你的作品、你的文字、你的演讲、你的社交媒体内容、你的落地页或者产品显得有价值。

These are the three psychological tensions that if you know how to hit, you can get people to pay attention and you can position yourself or your work or your writing or your speaking or your social media posts or your landing pages or products as valuable.

这是一种适用于所有领域的元技能。

This is a meta skill that applies to everything.

接下来，我们会进一步把这套方法落地，教你五个可以直接操作的心理杠杆，让你在说话、写作，以及日常所有表达中都能用上。

And then after that, we're going to actually make that actionable with the five psychological levers that you can actually pull and apply to your speaking, your writing, everything that you do on a daily basis.

如果你能坚持练习这五点，哪怕听起来有点夸张，你也会变得无人能挡。

And if you practice those five things, you'll be unstoppable, as hyperbolic as that sounds.

人的大脑本质上是个讲故事的机器。

Now, the mind is a story engine.

人类就是忍不住会被故事吸引。

That's what humans can't help but pay attention to.

这就是人和机器人不一样的地方——机器人再高效，也没人会在意，除非是车管所的工作人员，谁会关心车管所全自动化了？

And that's what separates us from robots because robots are useful for utility because nobody would care aside from the DMV workers if the DMV was completely automated and made efficient?

有谁会真的期待排几个小时的队，就为了换一张驾照照片？

Who in their right mind looks forward to standing in a long line for hours just to get a new picture for your driver's license?

这根本说不通。

It just doesn't make sense.

大家都想摆脱这种麻烦。

People want to get rid of this.

快餐、打车、坐出租车，其实都一样。

And it's the same with fast food or riding in an Uber or a taxi.

没人喜欢收银员把你的订单搞错。

Nobody likes when the cashier gets your order wrong.

没人喜欢坐在脏兮兮的后座上，还不认识的人非得跟你聊今天过得怎么样，就为了让你多给点小费。

Nobody likes riding in a dirty back seat while someone you don't know asks about your day simply because they want you to tip them more money.

所以让机器人去处理那些实用性的活儿吧。

So let the robot solve utility.

这样人类才能腾出手来，专注于意义、目标和故事。

That way humans can abstract out to meaning, purpose, and narrative.

人类就是喜欢有输赢的紧张感。

Humans love stakes.

当棒球比赛最后一局，自己支持的球队眼看要输的时候，胸口都会憋得慌。

Our chest gets tight when their team is about to lose in the final inning of a baseball game.

人类就是爱新鲜感。

Humans love novelty.

我们愿意飞越半个地球，就为了去一家米其林星级餐厅吃一顿饭。

We travel across the world to dine in a five star restaurant.

所以，读懂人性，其实就是读懂故事、叙事和情节。

So mastering human nature is about mastering story, storytelling, narrative.

我可不是在说写小说的事。

And I'm not talking about writing a novel.

我说的是，某种意义上，现实本身的结构。

I'm talking about, like, the structure of reality in a sense.

我不会教你如何写短篇故事。

So I'm not gonna teach you how to write a short story.

我会教你创造价值的基本原则，让你吸引别人的注意，让你所拥有的东西显得有价值，并促使他们采取行动——无论是付钱让你帮助他们改变行为，还是单纯实现你的目标，这些我们都会讲到。

I'm going to teach you the principles of value creation to get people to pay attention, to position what you have to offer as valuable and to get them to take action on it, be that to pay you to change their own behavior or to just get what you want, which we'll go over.

如果你能理解我们接下来要讲的这些原则，你的写作会更好，表达会更有力，产品会更出色，吸引的客户更多，交的朋友更广，也能更清楚地为他人创造价值，从而提升你自己的价值。

Now, if you understand these principles that we're gonna go over, you will write better, speak better, create better products, attract more customers, make more friends, and understand how to create value for others, thus increasing the value of yourself.

说白了，我是在一次性教你营销、销售和如何影响他人。

So in essence, I'm teaching you marketing, sales and how to influence people all in one go.

我真心觉得，除非你真正去实践，否则你很难明白这些有多重要——而大多数人根本不会去实践。

And I genuinely don't think you'll understand the importance of this until you actually implement it, which most people won't.

我三年前拍过一个关于同一主题的视频，那些真正理解这些内容、能看懂我在这里讲的，并且发现各行各业中这些模式的人，都说这彻底改变了他们的人生。

I made a video, I think like three years years ago on the same topic and for the people that actually understand this and what I'm saying here and see the patterns across all the different industries, it is completely life changing.

这和你平时看待世界的方式完全不同。

It is completely different frame from how you operate within the world.

我真心相信，那些特别成功的人，脑子里想的都是这套逻辑，而失败的人根本看不到这一点。

And I'm genuinely convinced that this is the frame that most successful people have and unsuccessful people simply just can't see through it.

人的思维有三个关键触动点。

So the mind has three pressure points.

只要你触动其中一个，对方就会不由自主地关注你。

And if you press any one of them attention, them giving you attention is almost involuntary.

当然，前提是对方正好容易被这个点触动。

That is if you're speaking to a person who is prone to that specific tension or pressure point.

如果你同时触动这三个点，就能牢牢抓住对方，光讲道理是挣脱不了的。

And if you press all three of them, you have a grip on someone that logic alone can't break.

所以，以后你跟人交流、写东西，或者做任何需要影响别人的事，都要记住这三个触动点。

So I want you to keep these three tensions in mind whenever you interact with someone or go to write something or anything where you're interacting with another person.

在社交媒体上发内容，其实就是同时跟一群人互动。

Writing on social media is interacting with a bunch of people at once.

就在脑子里留着，直到它牢牢扎根。

Just hold it in your mind until it sticks in there.

第一个压力点是生存压力，因为大脑既是讲故事的机器，也是一套生存策略的集合。

Now, the first tension is the survival tension because the mind is a story engine, but it's also a set of survival strategies.

我们一直处于潜意识的威胁警觉状态，因为我们和狩猎采集时代的祖先有着同样的大脑构造。

We're in a constant subconscious threat detection mode because we still have the same wiring as our hunter gatherer ancestors.

我们当然不想死，所以渴望安全，渴望解决问题的方法。

We don't want to die, obviously, so we desire safety and solutions to problems.

如果你能让别人意识到一个问题，再给出一个解决方案，

And if you can make someone aware of a problem, then provide a solution.

这其实就是销售的本质，也是讲故事的核心。

That's sales in a nutshell and storytelling in a nutshell.

所以当我提到讲故事的时候，我说的不是写小说。

So when I personally talk about story storytelling again, I'm not talking about writing a novel.

我说的就是发现问题，然后提供解决办法。

I'm talking about problem solution.

这就是它的运作方式。

That's what it worked.

而从问题到转变再到解决方案，中间这段过程才是关键。

And the in between the transformation in between problem transformation solution.

但生存焦虑的问题在于，安全并不只关乎生死大事。

But the thing with the survival tension is that safety isn't just life or death situations.

有时候，一个很小的问题也会被放大成巨大的威胁。

It can be a very small problem that is amplified into a big problem.

这些困扰可能是财务上的、社交上的，甚至只是错失了一个机会。

And these problems can be financial or social or even just a missed opportunity.

对吧？

Right?

错失恐惧症，因为这能提升你的生存优势。

FOMO, because that gives you better chances at survival.

你的大脑一直在寻找能让你更有生存优势的东西。

Your mind is constantly looking for something that gives them a better chance at survival.

而在当今这个世界，这并不意味着非得有更好的住所或更舒适的家。

And in today's world, that doesn't mean like necessarily better shelter or better home.

而是指更强的能力、更广的知识。

It means better skills, better knowledge.

比如你得跟上人工智能的发展。

So you can stay on top of, let's say, AI.

如果有人在Instagram上说：‘我刚下载了最新的Claude技能，能干这个、那个、还有这个’，你就会觉得错过了什么，因为你没这么用Claude，于是觉得自己也得去学。

If someone on Instagram is like, Oh, I have the latest Claude skill that you can download and it does this, this and this, then you feel the sense of missed opportunity because you don't use Claude the same way and you feel like you need to learn that.

但问题在于，这些技能确实可能有用，可为了保护自己的心智不被操控，你必须坚决守住自己的优先级、价值观和目标，因为那些跟风学的东西，很可能跟你真正的目标毫无关系，反而会让你分心。

And the thing there is that it could genuinely be helpful, but you as a person to protect your own mind from being manipulated is you have to ruthlessly maintain your priorities and your values and your goals because that clogged skill may not have anything to do with your priorities or goals, and you may get sucked in and distracted.

这就是分心的定义。

That's the definition of distraction.

举几个说得清楚的例子，说明这种生存压力如何表现为问题：第一，你三十岁那年突然意识到，自己一直在机械地生活，现实中的你和理想中的你差距太大，大到让你觉得改变根本不可能。

So a few examples of this, well worded examples of the survival tension illustrated as a problem or something that you would say, I guess, is one, you wake up at 30 and realize you've been living on autopilot and the gap between who you are and who you want to be is so large that change feels impossible.

第二，你花了十年时间去实现别人的梦想，最后却发现，他们根本不在乎你。

Two, you spend a decade building someone else's dreams just to find that they don't care about you at all.

第三，有些比你笨的人赚的钱是你的十倍，因为他们根本不在乎风险。

Three, there are people dumber than you making 10 times more than you because they don't think about the risk.

正如你可能已经注意到的，这些话我以前发过社交媒体，它们之所以能吸引眼球，就是因为这种强烈的反差。

And as you may be able to tell, I've written those before as social posts, and they grab attention because of this exact tension.

顺便提一下，做个小小的推广：如果你想在三十天内打造个人品牌，掌握真正有用的AI技能，下一个内容训练营几天后就开班，会教你所有关于个人品牌、内容创作、写作技巧，以及如何生成真正能吸引关注、带来客户或新机会——甚至新工作的创意。

Now, quick aside and a quick self promotion, if you want to build your personal brand in thirty days and learn the AI skills that you actually need, the next content bootcamp starts in just a few days, and this will teach you everything that you need to know about personal branding, content, how to write, how to generate compelling ideas that actually allow you to grow and get clients or just new opportunities, even new jobs.

所以，如果你想学一项能让你职业生涯持续增值的技能，不妨点击简介里的链接报名。

So So if you want to learn a skill that compounds for the rest of your career, consider enrolling with the link in the description.

第二个张力是身份认同的张力，它发生在生存需求之后，而且和生存紧密相关。

Now, the second tension is the identity tension, and this comes after survival because it's deeply intertwined with survival.

因为生存的意义远不止于肉体上的存活。

Because survival goes much deeper than physical survival.

动物通过繁衍后代来传递基因里的信息。

Animals try to reproduce the information in their genes through physical reproduction.

人类也这么做，但我们还会通过意识形态、言说和社交，来传递意识里的信息。

Humans also do that, but we also try to reproduce the information in our consciousness through ideology, speaking, socialization.

我们做的其实就这些。

That's all we're doing.

说到底，全都是为了生存。

It's just all survival.

所以当有人贬低你的身份时，比如你说‘你支持的球队太烂了’，而你又太把球队当自己的一部分，你就会觉得被冒犯。

This is why you feel threatened when someone threatens your identity, when they say, oh, your sports team sucks and you're too identified with the sports team.

球队输了，你甚至想跟人动手，真有可能在酒吧里打起来。

When they lose, you're on the verge of fighting someone or you do get in a bar fight because of it.

只要有人批评你的政治立场、宗教信仰，或者任何你当成自我一部分的观念，你都会觉得像有人拿刀抵着你的喉咙——可人家根本没碰你。

Or when someone says something bad about being a Republican or a Democrat or a Christian or an atheist or anything else, any ideology, any set of concepts that you hold as a part of yourself in your little mind, you get threatened by that and you feel the response as if someone's holding a knife to your throat, even though they're not.

人需要归属感，因为这能帮我们生存，于是我们就会认同某个群体。

Humans desire a tribe because it helps with survival, and you identify with that tribe.

人还渴望地位。

Humans desire status.

他们需要被接纳，因为在家里，如果你反抗父母，他们可能会把你赶出去，尤其是那些不够开明的家长。

They want belonging because, again, in your home, if you rebel against your parents, they're gonna kick you out potentially if they're not open minded.

所以你得顺应他们的价值观、信仰和规矩。

So you have to conform to their values and beliefs and their rules.

这也解释了为什么你会站队反对AI或者支持AI——这就像一种新的宗教，整天在社交媒体上为这事儿争得头破血流，却什么实质收获都没有。

This is also why you choose to be anti AI or pro AI, which is the new religion, and you argue into oblivion about it all day on social media with nothing to show for it.

你根本推进不了任何事。

You get nowhere.

你可以重复说AI正在毁掉你的大脑，也可以去亲自验证这个说法，真正去了解它。

You can regurgitate how AI is rotting your brain, or you can test that theory against reality and actually educate yourself on it.

但这些都不是重点。

But that's not the point of this.

真正重要的是，你要学会不被别人利用你对身份的焦虑来操控你。

That's a way to make yourself unsusceptible to people targeting your identity tension.

因为每当你争论AI好还是坏的时候，你其实只是在替别人的观念打工，根本不是在追求真相。

Because every time you argue about the anti AI stuff or pro AI stuff, you are a slave to someone else's ideals, and you do not seek truth.

你追求的是热度，而不是真正独立思考。

You seek hype, and you have not created your own mind.

这就是身份张力，接下来我们会学怎么抓住它。

So that's the identity tension, and we'll learn how to target it.

现在我们先弄清楚它到底是什么。

We're just going over what it is for now.

但第三种张力是进步张力。

But the third tension is the progress tension.

生存、身份、进步，这三者层层递进。

So there's survival, identity, progress, and they each build on top of each other.

人往往会一步步经历这些阶段。

People kind of evolve through the stages.

到这时候，你可能已经看出规律了——马斯洛需求层次、自我发展阶段、螺旋动力学，还有发展心理学的整体框架。

And by now, you may be able to see the pattern, which is Maslow's hierarchy, the stages of ego development, spiral dynamics, developmental psychology in general.

处在不同心智层级的人，被不同东西吸引，因为对他们来说，那些事才真正重要。

People at different levels of mind have different things that tap into their psychology and make them pay attention because they see it as important.

首先，人需要安全感和舒适感。

So first, people need safety and comfort.

其次，人们需要归属感和地位。

Second, they need belonging and status.

一旦他们解决了这些问题——最好是你在帮助他们解决，因为你是一个创造价值的人，而不是操纵者，不会利用人性去不道德地赚钱。

And once they solve those things, which preferably you're helping them do because you're a value creator, you're not a manipulator, you're not exploiting human nature to be unethical and just make a bunch of money.

你是在利用人性，但目的是帮助人们跨越这些阶段。

You're exploiting it, so to say, so you can help people rise through these stages.

这才是合乎道德且有意义的做法。

That's the ethical and meaningful version of this.

当他们度过前两个阶段后，第三步是追求更深层的意义、目标和体验。

And once they go through those first two stages, third, they create deeper meaning, purpose and experience.

人类的复杂之处在于，你随时可能渴望其中任意一种需求。

And the complex thing about humans is that you can desire any of these at different times.

对吧？

Right?

AI无法准确判断你此刻处于哪个阶段。

AI can't just pin down exactly where you are.

这就是它的独特之处。

That's why it's unique.

所以这是一项很难掌握和实践的技能，因为你一旦掌握了，就能读懂别人的心思。

That's why it's a difficult skill to learn and practice because you're essentially able to read people's minds when you get it right.

但人们随时都可能渴望这些需求。

But people can desire these at any time.

你可能会渴望意义和目标。

You can desire meaning and purpose.

但如果你正经历巨大的压力，或者突然损失了大量钱财，你就可能退回到生存阶段，生存焦虑会猛烈袭来，你也更容易被别有用心的人利用。

But if you're in a very stressful situation in your life or you lose a lot of money at one time, then you're going to regress down to the survival stage and survival tension is going to hit you a lot harder and you're going to be a lot more susceptible to people trying to exploit you.

对于创作者、个人品牌，或者那些在网上做自己的事的人——无论是写作者、演讲者，还是其他类似的人。

And for creators specifically or personal brands or people who are trying to do their own work online or the writers or the speakers or the writers or the speakers.

我看到的问题是，很多人一味地对追求意义和目标的那群人说话，却没意识到，90%到95%的人不仅刚起步，还停留在生存和身份认同阶段。

The problem that I see is that people try to speak too much to the meaning and purpose crowd without understanding that 90% to 95% of people are not only beginners, but in the survival and identity stages.

你得一步步引导他们往上走。

You have to work them up the ladder.

如果你想让内容被更多人看到，那你的主题通常得围绕生存压力和身份焦虑展开。

If you want your content to be seen, then usually your topics revolve around the survival tension and the identity tension.

但如果你是个真正提供价值的人，而不是只想卖奇怪产品的网红，那你的产品、引流工具，还有漏斗更深的地方，就应该不一样了。

But then your products and your lead magnets and deeper in your funnel if you're a value creator, so to say, and not just an influencer trying to sell a weird product.

我也不太确定。

I don't know.

你得先帮他们解决底层的问题，等他们稳住了，再引导他们去探索你擅长的那些东西——意义、目标、精神层面、满足感，还有那些深刻的哲学思考。

But you have to help them solve their lower level problems first so that then you can help them with where you're experienced in, which is the meaning, the purpose, the spirituality, the fulfillment, all of that fun stuff, the deep philosophy.

听起来挺有道理，但你到底该怎么用这些信息呢？

And this all sounds great, but what do you actually do with this information?

这到底怎么让你成为一个更好的写作者、演讲者、商人，或者更好的伴侣、更有价值的人呢？

How does it actually make you a better writer or speaker or businessman or husband or wife or just person, valuable person in general?

那这个技能该怎么练习呢？

How do you practice this skill?

接下来我们要学的是，怎么运用心理杠杆去达成你的目标，我先分享一句我特别喜欢的话。

So now we're going to learn how to pull psychological levers to get what you want, and I want to start with just a quote that I love.

说实话，这段话是我从以前的一封通讯里翻出来的。

I honestly pulled this from one of my previous newsletters.

我不记得这句是我自己写的，还是别人写的，希望不是直接抄了别人的原话。

I don't know if I wrote it or if someone else did, so I hope that I'm not just stealing someone's quote here.

但现在的信息环境正在摧毁我们思考的能力，而大多数人根本没意识到。

But the modern information environment is breaking our ability to think, and most people don't even notice.

长文可能是最后还能真正锻炼你理解现实能力的内容形式了。

Essays might be one of the last forms of content that actually develops your capacity to make sense of reality.

我说这话是因为，你读再多关于说服的书，学再多心理学和行为学教材，自以为懂了人类为什么这么想、这么做的道理，但如果你没用现实去检验过这些知识，那你根本是在瞎说。

And I say this because you can read all the books on persuasion, you can study psychology and behavior textbooks, you can think you know a lot about why humans think and act the way they do, but if you have not tested that knowledge against reality then you do not know what you're talking about.

你需要反馈。

You need feedback.

你得把东西放出去，看看别人怎么回应。

You need to put something out into the world and see how people respond.

你得动笔写。

You need to write.

你得开口说话。

You need to speak.

你得做出一个产品，然后卖出去。

You need to create a product and sell it.

创业就是自我提升，因为市场和现实会成为你严厉的导师。

Entrepreneurship equals self improvement because the market and reality become your harsh mentor.

所以我一直推荐写作，因为写作不只是清晰的思考，你在落笔的过程中，还得不断打磨和理清自己的想法。

This is why I recommend writing so much because not only is writing clear thinking, you have to refine and clarify your thinking as you write it on the page.

但当你发布出去的时候，还有一个双重机制——你能直接得到反馈，知道你的内容到底有多大的价值。

But there's a dual mechanism when you post it, you get direct feedback as to how valuable it was.

而要想有价值，你的内容就必须能抓住注意力，具有说服力。

And in order for it to be valuable, it has to be attention grabbing and persuasive.

你得不断练习，精进理解人性的本事。

You have to practice and refine the skill of human nature.

所以现在，当我提到你在撬动心理杠杆、利用人性的时候，我真正想说的是：你得学会如何说服别人，而说服这门技艺，其道德性完全取决于使用它的人。

So for now, that when I say you're pulling psychological levers or you're exploiting human nature, what I'm really saying is that you need to learn how to persuade, and persuasion is only as unethical as the person that wields the tool.

其他工具也是一样的道理。

That's the same with any other tool.

像钱或者人工智能这样的工具，本身是中立的，关键看用在谁手里——是蠢人、聪明人、不道德的人，还是有原则的人。

A tool like money or AI is neutral until it's put in the hands of the stupid or the smart or the unethical or the ethical.

有些人活在生存模式里，眼界只盯着下个月怎么交得起账单。

So someone who resides at a lower level of mind in survival mode and all they can see is what is going to allow them to pay the bills this month.

为了达成这个目标，他们会不择手段，自然也会用不道德的方式去说服别人，因为他们眼里只有钱，而不是意义或真相——毕竟，他们经济上太没安全感了。

They're going to do anything to make that happen, and they will inevitably use persuasion in unethical ways since their sole priority is money rather than meaning or truth because they don't feel comfortable financially.

他们会耍手段、搞心机，直到内心的价值观真正发生转变。

They will manipulate and scheme to acquire the money until those values fundamentally shift.

所以在我看来，自我成长特别重要。

So in my eyes, it's very important that you develop yourself.

你要追求个人成长和真相，才能达到更高的思维层次。

You pursue personal development and truth so you can reach this higher level of mind.

我这么说，并不是说低层次的思维就是坏的。

And I don't say that to say that the lower level of mind is bad.

大多数人根本控制不了它。

Most people just don't have control over it.

我觉得这是人生中特别值得追求的一件事，这样你才能对客户、读者，或者任何受众产生更积极的影响。

I think that is a great fundamental thing to pursue in your life so that you have a more positive impact on your customers or your readers or whoever it may be.

所以，说到底，你要清楚自己的立场。

So with that said, know where you stand.

对吧？

Right?

我不是来教你怎么用说服的。

I'm not here to tell you how to use persuasion.

你怎么用，完全由你自己决定。

That's you're going to use it however you plan to use it.

接下来这五个心理杠杆，会引发我们刚才说的那三种张力中的一种或多种。

Now, are five psychological levers that pull one or more of the three tensions we just discussed.

所以，你得先制造出张力。

So you create tension first.

这就是为什么人们在你写作、讲话、发帖或推销时会关注你——然后你提供一个能积极改变行为的解决方案。

This is what gets people to pay attention when you write, speak, post or sell, and then you offer a solution that preferably changes behaviour in a positive way.

第一个心理杠杆是点明威胁，这对应的是生存焦虑。

Now the first lever, psychological lever, is name the threat, which aligns with the survival tension.

因为在任何人关心你的视频、产品这类解决方案之前，他们得先意识到问题的存在。这个问题意识有五个层次，这是尤金·施瓦茨提出的。

Because before anyone cares about a solution like your video or product, etc, they need to be aware of the problem and there are five levels of awareness, and these are from Eugene Schwartz.

第一层是完全 unaware，他们根本不知道自己有问题，你只要把问题点出来，就能让他们意识到。

The first level is unaware, so they don't know they have a problem, and you make them aware of it by just naming it.

第二层是知道有问题，但不知道有解决方案，这时候你只需要把解决方案说出来就行。

Level two is problem aware, so they know there's a problem but don't know a solution exists, so you just name the solution here.

第三层是知道有解决方案，但还在比较各种选项，还不了解你的独特方案。

Level three is solution aware, so they know a solution exists, but they're comparing options and don't know about your unique solution.

第四层是知道你的方案，但还需要证据、化解疑虑、用户评价这些东西来打消顾虑。

And level four is product aware, so they know about your solution, but they need proof, objection handling, testimonials, and the rest.

第五层是最清醒的，他们已经明白一切，只是还没行动，就差最后一推。

And then level five is most aware, so they simply haven't implemented it and need a little nudge over the edge.

我拍这些视频的时候，总是先点出问题。

Now when I create these videos, I always start by naming the problem.

你完全可以回看这个视频的开头。

Literally go back to the very start of this video.

我一开始说什么？

What do I say?

现在没人知道该学什么技能。

Nobody knows what skill to learn right now.

这样做能让人自己判断是不是目标受众。

And what this does is it allows people to self qualify.

比如，我知道该学什么技能吗？还是我不知道？

Like, do I know what skill to learn or do I not know what skill to learn?

这同时也是故事的开端，因为讲一个故事，像写小说一样，通常都是从这种紧张感开始，然后慢慢解开，主角踏上旅程，最终迎来结局。

And it's also the start of the story because when you start a story like a novel, you're usually in this place of tension, and then it slowly gets resolved and they go on an adventure and then they reach the conclusion.

所以，想真正掌握这个方法，最好的方式就是去社交媒体上观察和留意。

So the best way to actually learn this is to just look and notice it on social media.

别人发帖的时候，我敢打赌，你刷到的大多数帖子，要么明说要么暗含一个痛点。

When people make a post, I guarantee that most of the posts you read have a problem that's implied or just directly stated.

这是你能做的最有效的一件事。

This is the most powerful thing you can do.

方法特别简单，就是从问题入手，不管是写文章还是发视频。

It's so simple, but just start with the problem in your writing, speaking posts.

推广产品时，第一步得先讲清楚背景和困境。

At the start of your product, you need to frame the situation.

你想说服老婆让你晚上和兄弟们出去玩，就得先说问题：你最近太累了，想一个人静静看《实习医生格蕾》，好好放松一下——这样她才更愿意听你后面说的方案。

When you're trying to convince your wife that you wanna go and have a night out with the boys, you start with a problem first, and that will open them up much more to hearing your solution, which in your case is going out with the boys.

问题可以是：你已经很久没属于自己的一晚了，想一个人安安静静看《实习医生格蕾》，放松一下，然后再顺势提出你的想法。

The problem could be, oh, you haven't had a night to yourself in a long time, you wanna watch Grey's Anatomy and you can just have a chill night alone and then you continue on with the persuasive argument that you're making.

你还可以试试，列出五个你亲身经历过的困扰。

Now, another practice you can do here is to just name five problems you've experienced in your life.

真的，现在就去列。

Seriously, do that.

想想你经历过的那些问题，好了。

Think of the problems that you've experienced and boom.

现在你有了五个内容点，可以直接发帖，比你凭空想出来的要强得多。

Now you have five content ideas that you can go and post, and they're going to be a lot better than if you just thought of them from scratch.

最后我会提到，我其实写了一个提示词，相当于一个说服教练、老师兼写手。

And towards the end, I'll mention it, but I actually created a prompt that acts as like a persuasion coach slash teacher slash writer.

只要你运行这个提示词，它会问你想要什么，你可以和它练习，帮你更快地理解人性和说服技巧。

So if you just run the prompt, it'll ask you what you want, and you can practice with the prompt and it'll help teach you human nature and persuasion a lot faster.

第二个心理杠杆是镜像身份，这和身份张力是一致的——你常常在不知不觉中认同某个群体或部落，比如早起的人、咖啡爱好者、基督徒、无神论者、共和党人、民主党人、反对AI、支持AI，或者任何你愿意当作自我一部分的意识形态或信仰。

So the second psychological lever is mirror the identity, which aligns with the identity tension because you identify with a group or tribe without realizing it, like being a morning person or being a coffee drinker or being a Christian, atheist, Republican, Democrat, anti AI, pro AI, or any of the other ideologies or religions we like to adopt as a part of ourselves.

举个例子，有一条YouTube视频获得了三百九十万次播放，标题是：你不是记性差。

Now, as an example, here's a YouTube video that got 3,900,000 views, and the title is You're not forgetful.

我记忆一切的方法。

My system for memorizing everything.

这 literally 把我们聊过的所有内容，浓缩成了八个字：问题、身份、解决方案。

So it quite literally packages everything we've discussed into eight words problem, identity, solution.

调动身份认同这个杠杆，有无数种方法。

And there are so many different ways to pull the identity lever.

但我最常用、最偏爱的方式就是直接以‘如果你是’开头，就这么简单。

But my favorite way and the one that I go to is I just start with if you are or if you're and that's it.

如果你懒惰，如果你穷，如果你不快乐，如果你是个写作者——这些话一出口，就同时戳中了问题痛点和身份认同。

If you're lazy, if you're broke, if you're unhappy, if you're a writer, that hits the problem tension or the survival tension and the identity tension in one lever that you can pull.

像‘如果你懒惰’、‘如果你穷’、‘如果你不快乐’这类说法，随便哪一条都能直接变成一条几乎能爆火的社交帖，或者一场演讲的开场，又或者一个YouTube视频的标题。

And all of those, if you're lazy, if you're broke, if you're unhappy, they're the start of four almost viral social posts or the start of a public speaking gig or the start or title of a YouTube video.

顺便说一句，如果你有某些兴趣、技能或专业知识，是网上很多人已经在讨论的，那我将在五天后开课的‘内容训练营’里，教你我的整套方法：如何打造受众群体、建立个人品牌，写出真正让你有共鸣的内容。

And by the way, if you have interests or skills or knowledge that people already talk about online, I'll teach you my system for building an audience and a personal brand and writing compelling content that you actually resonate with in the content bootcamp that starts in five days.

详情请看视频描述里的链接。

So link in the description.

我建议你趁早报名。

I would enroll before then.

在几天后开课的‘内容训练营’里，我会教你我的整套方法：如何打造受众群体、建立个人品牌，写出你真正愿意发布、愿意写的、关于你兴趣的内容。

I'll teach you my system for building an audience, a personal brand, and writing compelling content that you actually wanna post and write about your interests in the content bootcamp, and that starts in a few days.

我不确定具体什么时候，因为也不清楚这个视频什么时候发布，但我还是建议你提前报名。

I don't know exactly when because I don't know when this video is going out, but I would encourage enrolling before then.

第三个心理杠杆是筛选人群，这会进一步加深身份认同的张力。

Now the third psychological lever is to exclude people, and this is the identity tension deepened.

你要明确说出谁不适合，因为排除某些人反而能让人产生归属感，逼他们站队。

So here you just want to explicitly name who it is not for because exclusion creates that sense of belonging and it pushes people to pick a side.

这一步最好在第二步完成之后进行，也就是当你已经镜像了身份之后，自然会筛掉那些本来就不会支持你的人。

Now this is best done after you mirror the identity from step two, which draws a line filtering out the wrong people who weren't going to support you anyways.

举几个例子，你可能听过类似的说法，但这不是给那些想随便练练身材的人准备的。

So a few examples, and you've probably heard something like this before, but this isn't for people who want to try to get in shape.

这是给那些厌倦了找借口、决心彻底改变生活的人准备的。

This is for people tired of their own excuses and ready to completely change their life.

第二个例子，如果你只是想找一个效率技巧或者晨间习惯，那你来错地方了。

Example two, if you're looking for a productivity hack or morning routine, you're in the wrong place.

第三个例子，这不是给那些想搞个不痛不痒副业的人准备的。

Example three, this isn't for people who want a dinky side hustle.

我们在这儿打造的是正经事业。

We're building a real business here.

所以你应该明白了，接下来是第四个心理杠杆：描绘转变，这跟进步的张力是一致的。

So I think you get that and it leads to psychological lever number four, which is paint the transformation, and this aligns with the progress tension.

说到底，掌握人性就是帮助人们过上更好的生活，希望如此——因为这才是你毕生事业的根基。

So essentially, mastering human nature is about changing people's lives for the better, hopefully, because that's how you build your life's work.

你成了一个巨大的价值创造者，这就是你为他人创造价值的方式，或者至少是让人觉得有价值的东西。

You become a massive value creator and this is how you create value for other humans or at least something that's perceived as valuable.

你聚焦在一个目标上，这个目标就是尽可能多地解决别人的问题。

You hone in on a purpose and that purpose revolves around solving a problem for as many people as you can.

说服，其实就是让人认同并加入你的这套想法。

Persuasion is simply how you get people on board with that.

到目前为止，我们通过点明威胁吸引了注意，再通过身份共鸣筛选掉不合适的人，现在要做的，是通过模拟未来激发渴望。

So so far we've captured attention by naming the threat and filtered out those who don't match by mirroring the identity, and now we create desire by simulating the future.

所以你可能也注意到了，这段视频一开始，我就在短短几分钟里把这几点全用上了。

So again, you can probably see at the beginning, the introduction of this video, I hit all of these in a short amount of time.

就三分钟的事。

It was like three minutes.

那为什么这套方法有效呢？

And so why does this work?

首先，问题抓住了注意力，接着，解决方案、理想结果或者转变的终点，会让你真切地感受到拥有那东西的感觉。

Well, one, the problem catches attention, and then the solution or the desired outcome or the end of the transformation causes you to actually experience the feeling of having that thing.

大脑就是这么运作的。

That's what the mind or the brain does.

你想象一个经历时激活的神经通路，和你真正经历它时是一模一样的。

The same neural circuitry fires when you imagine an experience as when you actually have it.

完全一样。

They're the same.

现在，如果觉得这听起来不太实用——其实它非常实用，只是没有具体场景的话，真的很难上手。

Now, again, if this doesn't sound too practical, even though it's very practical, it's just hard to do unless you have something to apply it to.

所以，如果你不发社交媒体、不做公开演讲，也没想争取升职、说服老板，那你总得找个地方练手，对吧？

So if you aren't posting on social media or giving public talks or trying to get a promotion and trying to persuade your boss, You need a vessel to practice this, right?

在大多数工作里，你并没有机会这么做，因为你得不到来自现实的直接反馈。

And in most jobs, you aren't in the position to do that because you don't have the direct feedback from reality.

你不是创业者。

You aren't an entrepreneur.

所以如果你现在就想练习，我还在描述里放了那个提示链接。

So if you want a way to practice it right now, again, I have the prompt link in the description.

你只要把链接输入AI，它就能当你的教练、老师，或者任何你需要的角色，一步步带你走完流程。

You just pop that into AI and then it can be your coach or your teacher or any of those things, and it will guide you through it.

写帖子、发通讯、写脚本、准备演讲，甚至写书的时候，都可以用它。

And you can use that while writing posts or newsletters or scripts or while you're preparing for a talk, really anything while you're writing a book.

我觉得这真的特别酷，也很实用。

And I think it's pretty dang cool and helpful.

现在，心理杠杆第五个就是：只给出第一步。

Now psychological lever number five is to just give the first step.

这样一来，进步的张力就被充分调动起来了。

And now this is the progress tension activated to an extent.

大多数人之所以不改变，是因为他们根本不相信自己真能做到。

Because the reason most people don't change is because they don't believe they can actually do the thing.

他们缺乏清晰的方向。

They don't have clarity.

他们现在的生活虽然平庸，却比去面对解决问题所需的痛苦更让人安心。

The comfort of their current life is more desirable than the discomfort of doing what it takes to solve the problem you're offering them a solution to.

在推文里，这看起来就是：别指望一夜之间彻底改变生活，先试着早睡一小时。

So in a tweet, this looks like don't overhaul your life overnight, just go to bed an hour earlier.

在产品设计上，这就意味着把第一步做得简单到离谱，让人根本没法拒绝开始。

So in a product, this looks like making the first step so stupidly simple that they just can't avoid getting results.

真正让产品变得有价值的是，用户能快速看到成果。

That's what makes your product valuable to them is time to result.

另一个让它如此有效的原因是，它会触发齐加尼克效应——大脑特别受不了没做完的事。

And another interesting reason why this is just so powerful is that it causes the Zeigarnik effect to kick in, which is that the brain hates uncompleted tasks.

所以只要一个人开始了某件事，或者甚至只是打算开始，他就很难不把它做完。

So when someone starts something or think about starting something, they can't help but complete it.

就这样了。

And that's it.

你越练习这个，越理解人性，它就越能提升你学到的每一项其他技能。

The more you practice this, the more you practice human nature, the more it impacts every other skill that you acquire.

当人们去学习最新的高价值技能时，本质上，只要是好技能，你都是在学习人性的更底层逻辑。

And when people or you go and learn the latest high value skills, essentially, if it's a good skill, you're just learning a lower layer of human nature.

所以，如果你先掌握这个元技能，从这个角度去练习一切，你就能更快上手几乎任何高价值技能，而且做得比别人更好，因为技能本身一直在变化。

So if you learn the meta skill itself and practice all of this, practice everything from that frame or from that lens, you can pick up almost any high value skill and do it better than everyone else because the skills are going to continue to evolve.

每年都会冒出新的技能，你得不断跟上，而这就是你快速掌握它们、真正变得有价值的方法。

There's gonna be new skills every single year that you're gonna have to keep up with, and this is how you actually learn those faster and become valuable at them.

因为，再说一遍，那些拥有你想要的资金、机会和资源的人，都是活生生的人。

Because, again, the people who have the money that you want to support your work and the opportunities and the resources are humans.

所以你得去研究他们。

So you need to study them.

就是这样。

So that is it.

感谢观看。

Thank you for watching.

如果你想打造个人品牌、积累粉丝、学会用自己独特的语气写出吸引人的内容，找到属于你的声音，

If you want to start a personal brand, build an audience, learn how to write compelling content in your own voice and find your unique voice.

下方描述里有内容训练营的链接，几天后就开营了。

The link to the content bootcamp is in the description that starts in a few days.

描述里还有提示工具和其他一些你可能感兴趣的东西，不妨去看看。

There's also the prompt in the description and a few other things that you might like, so check those out.

离开前别忘了点赞和订阅。

Like and subscribe before you leave.

感谢观看。

Thank you for watching.

再见。

Bye.