| 00:00 | |
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| sometimes Founders are afraid of asking the like the dumb question but that's a | |
| 有时创始人害怕问类似愚蠢的问题，但这是一个 | |
| worthwhile question to ask but if you can help your customer make more money | |
| 这是一个值得问的问题，但您是否可以帮助您的客户赚更多钱 | |
| they're probably gonna like you this is Michael cybo with Dalton | |
| 他们可能会喜欢你 这是 Michael cybo 和 Dalton | |
| Caldwell and today we're going to talk about how do you give more than you take | |
| 考德威尔和今天我们要谈谈如何付出比索取更多 | |
| from your users maybe we should start with kind of a business 101 right like | |
| 从你的用户那里，也许我们应该从某种业务 101 开始，就像 | |
| MBA in 30 seconds what do you think okay so the basic idea underpinning all uh | |
| 30 秒内获得 MBA 你觉得怎么样，所以支撑这一切的基本思想呃 | |
| technological progress um very basic stuff is if you sell someone | |
| 技术进步，嗯，非常基本的事情是，如果你卖掉某人 | |
| a tool and if they can use the tool to make more money than the tool cost them | |
| 一个工具，以及他们是否可以使用该工具赚到比该工具花费更多的钱 | |
| boom you're creating value when people like it and so you know some very basic | |
| 当人们喜欢它时，你就创造了价值，所以你知道一些非常基本的知识 | |
| examples Google when they first launched Google ads it was very easy to buy | |
| 谷歌的例子 当他们第一次推出谷歌广告时，很容易购买 | |
| Google ads you you would pay Google per click and you could sell stuff for way | |
| 谷歌广告你你会支付谷歌每次点击，你可以以某种方式出售东西 | |
| more than you paid Google so you would just do that all day long and make tons | |
| 比你付给谷歌的钱还要多，所以你整天这样做就能赚到很多钱 | |
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| of money right very straightforward makes sense um talk about Excel and | |
| 金钱的权利非常简单明了，嗯谈论 Excel 和 | |
| Microsoft Office Microsoft Office is a perfect example if you think about word | |
| Microsoft Office 如果您想到 Word，Microsoft Office 就是一个完美的例子 | |
| or you think about Excel these are products that made normal office workers | |
| 或者您想到 Excel，这些产品让普通办公室工作人员受益匪浅 | |
| and normal kind of Financial workers literally like 10 do 100 times more | |
| 而普通的金融工作者实际上喜欢 10 次多做 100 次 | |
| productive yeah and so if you can make an employee 10 times more productive | |
| 生产力是的，所以如果你能让员工的生产力提高 10 倍 | |
| people probably buy and like that's cool buying a computer back in the 80s was | |
| 人们可能会在 80 年代购买一台电脑，并认为这很酷 | |
| expensive and buying Visa calc or whatever was expensive but it was still | |
| 昂贵，购买 Visa calc 或其他东西很贵，但仍然很贵 | |
| way positive Roi like five grand 10 grand no sweat because spreadsheets made | |
| 积极的 Roi 就像 5 大 10 大 不费吹灰之力，因为电子表格制作 | |
| them better yes okay classic examples so | |
| 他们更好 是的 好的 经典例子 所以 | |
| let's get to the problem there are a lot of Founders out there that are building | |
| 让我们来解决这个问题，有很多创始人正在建设 | |
| products that deliver no or minimum value to the user classic fear is always | |
| 无法为用户提供任何价值或提供最低价值的产品总是令人恐惧 | |
| like well I need to grow right the most important thing is to grow in order to | |
| 同样，我需要成长，最重要的是成长，以便 | |
| raise money and so I'm gonna build something that kind of sucks | |
| 筹集资金，所以我要建造一些很糟糕的东西 | |
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| because like or screw that it sucks right because most MVPs suck I'm going | |
| 因为喜欢或者搞砸了，这很糟糕，因为大多数 MVP 都很糟糕，我要去 | |
| to build something that doesn't solve anyone's problem and just try to get | |
| 建造一些不能解决任何人问题的东西，只是试图得到 | |
| money for it so that I can go raise money I think that's yeah it's like it's | |
| 钱，这样我就可以去筹集资金，我想是的，就像这样 | |
| make something VCS want it's like something perverted yes thing that we | |
| 做一些VCS想要的东西，就像是一些变态的东西，是的，我们 | |
| are not fans of yes where you're like well superficially this resembles a | |
| 不是“是”的粉丝，从表面上看，这就像一个 | |
| software product that superficially people pay for yes yes and therefore we | |
| 表面上人们付费的软件产品是的，因此我们 | |
| should charge a similar amount of money for it and like boom boom the specifics | |
| 应该收取类似金额的费用，并且像繁荣繁荣一样，具体细节 | |
| of what it does is details you know we we've got our top folks on that yes but | |
| 它的作用是细节，你知道我们有我们的高层人员在这方面，是的，但是 | |
| we've talked about that before so that's that's an obvious yeah I think there's | |
| 我们之前已经讨论过这一点，所以这是显而易见的，是的，我认为有 | |
| another one which is this fear of being a consultant I think one of the reasons | |
| 另一个是对成为顾问的恐惧，我认为这是原因之一 | |
| why people build shitty products that don't solve people's problems is that | |
| 为什么人们制造出不能解决人们问题的劣质产品是因为 | |
| when they start talking to a user and the user starts saying well here's my | |
| 当他们开始与用户交谈并且用户开始说好这是我的 | |
| problem I could really use this this and this the founder starts thinking about | |
| 问题我真的可以使用这个这个这个创始人开始思考 | |
| that and thinking and fearing what if this user is different from every other | |
| 思考并担心如果这个用户与其他用户不同怎么办 | |
| user what if the problem they have is different and so what if I have to build | |
| 如果用户遇到的问题不同怎么办，如果我必须构建怎么办 | |
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| something to make them happy I have to build something that no one else wants I | |
| 一些让他们高兴的东西 我必须建造一些没有人想要的东西 | |
| think this is a core fear that happens because I think that every found in the | |
| 我认为这是一种核心恐惧，因为我认为在 | |
| back of their head thank you Reid Hoffman is thinking when can I get to | |
| 他们的后脑勺谢谢你雷德霍夫曼正在考虑我什么时候可以到达 | |
| Blitz scale like when when can I raise the big round and throw this everywhere | |
| 闪电战规模就像我什么时候可以举起大轮并将其扔得到处都是 | |
| and you know have everyone use my thing and every founder knows in their heart | |
| 你知道让每个人都使用我的东西并且每个创始人心里都知道 | |
| that if they're not making a simple thing that everyone's going to use they | |
| 如果他们不做一个每个人都会使用的简单的东西 | |
| can't put scale it so I think this is the core fear | |
| 无法衡量它，所以我认为这是核心恐惧 | |
| I'm fearing being a consultant and It's tricky because like this isn't wrong | |
| 我害怕成为一名顾问，这很棘手，因为这样并没有错 | |
| yeah there's a kernel there's a there is | |
| 是的，有一个内核，有一个，有 | |
| a good idea in there yeah like there's a good there is an insight there is an | |
| 那里有一个好主意，是的，就像有一个好主意，有一个洞察力，有一个 | |
| Insight but I might argue it's exactly wrong when you're early maybe we should | |
| 有洞察力，但我可能会说，当你还早的时候，这是完全错误的，也许我们应该 | |
| talk about that like what's the difference between being early and maybe | |
| 谈论这个问题，比如早到和也许有什么区别 | |
| not even understanding the problem well and being way later on when like | |
| 甚至没有很好地理解这个问题，并且在像这样的时候才很晚 | |
| being consultant is maybe more of a risk I think if you're not a deep expert on | |
| 我认为，如果你不是这方面的资深专家，担任顾问可能会面临更大的风险 | |
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| what the customer's problems are and how they make money and how they work most | |
| 客户的问题是什么以及他们如何赚钱以及他们如何工作最多 | |
| Founders you make assumptions about how their business should work which could | |
| 创始人对他们的业务应该如何运作做出假设，这可能会 | |
| be mistaken so again when the founders of Google started Google I would imagine | |
| 当谷歌的创始人创办谷歌时，我会再次犯这样的错误 | |
| they were not experts on Performance Marketing and how basically a lot of the | |
| 他们不是效果营销方面的专家，而且基本上很多 | |
| early Google customers as I recall were mortgage refinance people yeah where | |
| 我记得早期的 Google 客户是抵押贷款再融资人员 是的，在哪里 | |
| they they would buy people searching for mortgage refinancing the advertisers | |
| 他们会购买那些寻找抵押贷款再融资的人广告商 | |
| would buy those clicks and they were worth a lot of money to them there you | |
| 会购买这些点击，它们对他们来说值很多钱 | |
| go and the founders of Google did not need to be experts on that but as they | |
| 谷歌的创始人不需要是这方面的专家，但他们 | |
| as they got users and they built the business model understanding what | |
| 当他们获得用户并建立商业模型时，他们了解什么 | |
| problems the the customers had was super | |
| 客户遇到的问题非常严重 | |
| important yes right I mean what are some other examples of like I mean we've | |
| 重要的是，是的，我的意思是还有哪些其他例子，就像我的意思是我们已经 | |
| we've talked about this before but the classic examples with twitch like we did | |
| 我们之前已经讨论过这个问题，但是像我们一样的 twitch 的经典例子 | |
| not understand what streamers wanted until not only do we talk to them we | |
| 不明白主播想要什么，直到我们不仅与他们交谈 | |
| started building things and so I think that like | |
| 开始建造东西所以我认为就像 | |
| maybe the issue here is that if you be if you're being consultant early | |
| 也许这里的问题是，如果你是，如果你很早就成为顾问 | |
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| what you don't end up doing is learning enough about the customer and so the | |
| 你最终没有做的是充分了解客户，因此 | |
| counter and true advice we're giving is basically | |
| 我们给出的反驳和真实建议基本上是 | |
| forget your fear about it being consultant early | |
| 尽早忘记对成为顾问的恐惧 | |
| dig in with some customers actually solve their problem and in the process | |
| 与一些客户深入交流，真正解决他们的问题，并在此过程中 | |
| maybe you're building some stuff that's went off yeah but you're going to learn | |
| 也许你正在构建一些失败的东西，是的，但你会学到东西 | |
| a ton about the actual problem and then you'll have some insights on okay what's | |
| 关于实际问题的大量信息，然后您将对问题有一些见解 | |
| more generalizable what can I do that I can give to everyone and ideally | |
| 更概括地说，我能做些什么，我可以为每个人提供最好的帮助 | |
| understand the levers in their business that derives economic value like | |
| 了解其业务中产生经济价值的杠杆，例如 | |
| basically like don't make assumptions that you think you know how they make | |
| 基本上就像不要做出你认为你知道他们是如何做的假设 | |
| money or should make money yes kind of test those assumptions and once you have | |
| 钱或应该赚钱是的，测试这些假设，一旦你有了 | |
| a better mental model that it's much it's much more clear how you drive | |
| 更好的心理模型，让你的驾驶方式更加清晰 | |
| economic value and what's funny is you can even ask them like you can even say | |
| 经济价值，有趣的是你甚至可以像你可以说的那样问他们 | |
| like how can this help you make more money like you can literally you | |
| 就像这如何能帮助你赚更多的钱，就像你真的可以赚更多的钱一样 | |
| sometimes Founders are afraid of asking the like the dumb question but that's a | |
| 有时创始人害怕问类似愚蠢的问题，但这是一个 | |
| 00:06 | |
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| worthwhile question to ask if you can help your customer make more money | |
| 是否可以帮助客户赚更多钱是一个值得问的问题 | |
| they're probably gonna like you I think one other area this applies that's | |
| 他们可能会喜欢你我认为这适用于另一个领域 | |
| counterintuitive is even in your customer Outreach because I think that a | |
| 甚至在你的客户外展中也是违反直觉的，因为我认为 | |
| lot of times Founders when they're reaching out to | |
| 很多时候创始人在接触时 | |
| customers even in that moment they're asking for more than they're giving | |
| 客户即使在那一刻他们要求的比他们给予的还要多 | |
| right we see these emails all the time where you know hey I'm building X Y and | |
| 是的，我们一直看到这些电子邮件，你知道嘿我正在构建 X Y 并且 | |
| Z software do you have 20 minutes to jump on the phone with me to talk about | |
| Z软件你有20分钟的时间跳电话跟我聊聊吗 | |
| it you know is that not the definition of asking | |
| 你知道这不是询问的定义 | |
| well I just want feedback yeah give me feedback your time customer Discovery | |
| 好吧，我只是想要反馈，是的，给我反馈你的时间客户发现 | |
| yeah your time is clearly worth nothing like and I need you to help me and I | |
| 是的，你的时间显然一文不值，我需要你帮助我，我 | |
| think one of the things I've seen that works so much better in the initial | |
| 想想我见过的一件事在最初的时候效果更好 | |
| Outreach is when you actually offer something you should give value up front | |
| 外展是指当你真正提供一些东西时，你应该预先给予价值 | |
| now we had one company in the current batch that basically was helping with | |
| 现在我们当前批次中有一家公司基本上正在帮助 | |
| customer onboarding and they did this in | |
| 客户入职，他们这样做是在 | |
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| the most simple way they actually took a video of the customer's onboarding flow | |
| 他们实际拍摄客户入职流程视频的最简单方法 | |
| of the company's onboarding flow and then provided their advice and feedback | |
| 了解公司的入职流程，然后提供建议和反馈 | |
| on what they could do to make it better now one that's the definition of | |
| 他们现在可以做些什么来让它变得更好，这就是 | |
| Consulting right two absolutely doesn't scale but when they started sending | |
| 咨询右边的两个绝对无法扩展，但是当他们开始发送时 | |
| emails with that content in there when they started giving us the first step | |
| 当他们开始向我们提供第一步时包含该内容的电子邮件 | |
| with a customer started replying saying thank you I can use that like yeah I'm | |
| 一位顾客开始回复说谢谢，我可以使用它，就像是的，我是 | |
| happy to talk to you about how you're thinking make this even better so I | |
| 很高兴与您谈论您的想法如何让这变得更好，所以我 | |
| think in Outreach and in building your first products and dealing with your | |
| 思考外展、构建你的第一个产品以及处理你的问题 | |
| first 10 customers you can give more than you receive let's | |
| 您可以给予的前 10 位客户比您收到的更多 | |
| put this in historical context though because this giving before you receive | |
| 不过，请将其放在历史背景中，因为在您收到之前给予 | |
| is not new yeah this is a whole broad topic but just quick crash course the | |
| 不是新的，是的，这是一个广泛的话题，但只是快速速成课程 | |
| the history of computers involves giving away a lot of value for free | |
| 计算机的历史涉及免费赠送大量价值 | |
| specifically the original business models of computer companies were to | |
| 具体来说，计算机公司最初的商业模式是 | |
| sell hardware and software was like a thing you had to give the customer to to | |
| 销售硬件和软件就像你必须交给客户的一件事 | |
| run the hardware to get value from it yes and so historically software was | |
| 运行硬件以从中获取价值是的，所以历史上软件是 | |
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| just free and not really proprietary and this is beyond the scope of this talk | |
| 只是免费的而不是真正专有的，这超出了本次演讲的范围 | |
| here but if you research the history of Microsoft people in the audience Bill | |
| 在这里，但是如果你研究一下观众比尔中微软人的历史 | |
| Gates kind of pioneered the guilt trip to get people to pay for things I don't | |
| 盖茨开创了内疚之旅，让人们为我不为之付出代价 | |
| know go read his letter I'm not going to do a justice but the the the idea of | |
| 知道去读他的信我不会伸张正义，但这个想法 | |
| proprietary software and charging for it was like maybe the late 70s | |
| 专有软件和收费就像 70 年代末 | |
| um and you know before that there was the free software movement which equated | |
| 嗯，你之前知道有自由软件运动，它等同于 | |
| software and code to Freedom many of the tools the power all everything to this | |
| 软件和代码的自由许多工具为这一切提供动力 | |
| day were created by hippies created by people with big ideals created by people | |
| 日子是由嬉皮士创造的，由有远大理想的人们创造的 | |
| that wanted to give more value than they | |
| 想要提供比他们更多的价值 | |
| receive so if you look at the history of GCC of all the compilers if you look at | |
| 如果你查看所有编译器的 GCC 历史，就会收到这样的信息 | |
| Linux the Linux kernel if anyone runs an Android phone | |
| Linux Linux 内核（如果有人运行 Android 手机） | |
| that's all free software there'd be no Google there'd be no YouTube without | |
| 这都是免费软件，没有 Google 就没有 YouTube | |
| Linux powering all the stuff yep um the same would get like every web browser | |
| Linux 为所有东西提供动力，是的，就像每个网络浏览器一样 | |
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| 00:09 | |
| gecko cage ttml you can research this thing also um sqlite is this free | |
| 壁虎笼 ttml 你也可以研究这个东西 嗯 sqlite 是免费的 | |
| database that's in everything like I'll bet to just watch this video stream | |
| 数据库无所不在，就像我打赌只看这个视频流一样 | |
| sqlite is involved like 50 different ways how many free products do you | |
| sqlite 涉及 50 种不同的方式，您有多少免费产品 | |
| actually need and so this is part of the history of software and Computing and | |
| 实际需要，所以这是软件和计算历史的一部分 | |
| technology is to give out all this value and realize the value that it's created | |
| 技术就是要给出所有这些价值并实现它所创造的价值 | |
| can create enough economic value for the creators for the people that make this | |
| 可以为创造者、为创造这个的人们创造足够的经济价值 | |
| stuff yes and also just unlock more value in the world than what | |
| 是的，而且还可以释放世界上更多的价值 | |
| they charge yes right and this is why this is why the graph of how | |
| 他们收费是对的，这就是为什么这就是为什么图表如何 | |
| technological progress is accelerating so fast is this factor of giving more | |
| 技术进步速度如此之快，这就是给予更多的因素 | |
| than you receive yes and if you take some of their inspiration when you're | |
| 比你收到的是，如果你接受他们的一些灵感，当你 | |
| building your products Maybe you can have some wild success yeah I | |
| 打造你的产品也许你可以取得一些巨大的成功是的我 | |
| think like if you leave a lot of the value on the table for your customers | |
| 想想如果你为你的客户留下很多价值 | |
| instead of trying to take it all yes then you're in the game and and the key | |
| 而不是试图接受一切，是的，那么你就在游戏中，而且关键 | |
| let's be clear is your product actually has to solve the | |
| 让我们明确的是你的产品实际上必须解决 | |
| 00:10 | |
| 00:10 | |
| customer's problem like it all comes back to like all those free products all | |
| 客户的问题就像所有这些都回到了喜欢所有这些免费产品 | |
| the products people pay for they actually solve the customer's problem | |
| 人们付费购买的产品实际上解决了客户的问题 | |
| and so if you can do that in the early stage instead of being afraid of | |
| 所以如果你能在早期阶段做到这一点而不是害怕 | |
| consulting or afraid of fundraising bam you have an advantage all right man | |
| 咨询或害怕筹款，嗯，你有优势，好吧，伙计 | |
| great great chat [Music] | |
| 很棒很棒的聊天[音乐] | |