Hello, my name is Jeff Bezos. I started about 15 years ago. Tons of stories from the early days…
大家好，我是Jeff Bezos。5年前我創(chuàng)建了亞馬遜，一開始遇到過很多糗事...

We started the company in my house. We didn’t have enough electronic power in the house. At the certain point, We only had four employees then. But we already had enough computers, computer servers, where the string is big, orange electric extension chords from every room In the house to get enough power, en, into the room where the office was. So we are basically…all the circuit breakers were flipping. We couldn’t plug vacuum cleaner anywhere without flipping all the circuit breakers. So we finally had to move to a real office.
最初公司就設(shè)在我家，可家里電壓不足。那時我們只有4名員工，但電腦、服務(wù)器都配備齊全，家里到處都是接線板，把電從其他房間接進(jìn)我們的辦公室。因此基本上跳閘會是家常便飯，只要吸塵器一通電，想都不要想...所有的閘門注定全軍覆沒。所以我們不得不換個正規(guī)點(diǎn)的地方辦公。

When we launch the store, we made a very early mistake. It’s one of my favorite software bugs all the time. We found that customers can order an negative quantity of books. And we would credit their credit card with the price I assume wait around for them to ship us the books.
網(wǎng)店剛上線我們就出糗了。這是我愛念叨的笑話了。我們發(fā)現(xiàn)書籍的訂購量居然可以為負(fù)數(shù)。這意味著我們要往顧客賬上打款，等著他們給我寄書過來。

We fixed that one. Er, it’s fixed. And we made bunch of other mistakes over the time. We learned a lot. My whole body’s covered in scar tissue.
當(dāng)然后來這個問題解決了。那段時間我們還走過很多彎路，也獲得了很多寶貴的經(jīng)驗(yàn)，可謂歷經(jīng)磨難。

We initially program the bell to ring, every time we got the order. And I am very pleased to say within the first 30 days doing business, that bell got annoying.Er, so we had to turned it off.
剛開始，我們安了個響鈴裝置，一旦收到訂單鈴就會響。讓我很有成就感的是開張不到30天鈴聲就開始響個不停了。沒辦法，我們不得不關(guān)掉它。

It was a great moment when we were examining every order that would come into Amazon. And it’s always a family member place in the order. In the first order we got from stranger I remembered, you know, half dozen of (blah,blah,blah…) we gathered around after the bell ring, and looking at the order we were like -is that your Mom? -That’s not my Mom. Er, and that’s a begin.
核對亞馬遜訂單的時候我們最開心，可一開始全是自家親戚來捧場。我記得 我們收到第一份來自陌生人的訂單時你可以想象一下(買了什么商品呢? 你猜= =+)，鈴一響 我們?nèi)珖诉^來，盯著訂單，你問我，我問你...-是你媽媽下的訂單？-不是我媽！嗯 亞馬遜算是正式開張了。

A lot happened in the last 15 years. Instead we made lots of mistakes, we learned some things. Er, I wanna tell you everything I know.
這15年期間發(fā)生了許多事情。我們犯了很多錯誤，也學(xué)到了很多。我愿意與大家分享我的所有經(jīng)驗(yàn)。

I can guarantee that everything I know it’s a very short list. This wouldn’t take long. It’s complete too.
我列了個清單，但是放心，我不是話癆。清單很短但內(nèi)容全面。

Alright, well the first thing I know is you need to obsess over customers. I can tell you we have been doing this from the very beginning. It’s the only reason that exists today in any form. We’ve always put customers first. When given the choice, obsessing over competitors or obsessing over customers, we always obsess over customers. We pay attention to what our competitors do, but it’s not where we put our energy, it’s not where we get our motivation from, we really like to start with customers and work backwards. And again, that is the Key thing that I know that covers lots of mistakes if you truly obsessed over customers. It will cover a lot of areas.
開始吧，第一條，一切要以客戶為中心。我們從一開始就是這么做的，這亞馬遜能夠走到今天的原因，客戶永遠(yuǎn)都是上帝。要問我誰更重要，競爭對手？還是客戶？我們的選擇永遠(yuǎn)都是客戶。當(dāng)然競爭者的動態(tài)我們也必須掌握。但是他們不是我們最關(guān)心的，更不是我們動力的來源，一切源自顧客，回饋客戶。再強(qiáng)調(diào)一次，以客戶為中心會少走很多彎路。

En, that second thing I know, is invent. It’s really important to invent. Er, anytime we have problems, we never accept either or thinking. We try to figure out a solution that gets both things. And that often requires invention, but you can invent a way out of any box, if you believe you can. And what we talk about is inventing on behalf of customers. It’s not customers’ job to invent for themselves. Er, you need to listen to customers, it’s critical. If you don’t listen to customers you will go astray. But they won’t tell you everything, and so you need to invent on their behalf. And that focus on invention has served us well. Some of the recent things, en, even Kindle, Kindle not just Kindle, but Ec2, the latest computer cloud, These are things we would never got until we did have an invent culture. But also those are kind of large-grain things, there are small things too.
第二條，創(chuàng)新。創(chuàng)新真的很重要。每次遇到問題我們都設(shè)法尋找全新的解決辦法。希望魚和熊掌可以兼得，因此我們需要創(chuàng)造力。只要你愿意，你可以天馬行空、毫無束縛地創(chuàng)新。這里創(chuàng)新是指為客戶創(chuàng)新，而不是讓客戶來創(chuàng)新。當(dāng)然你需要傾聽客戶的意見，這點(diǎn)很重要。不了解客戶的意見很可能誤入歧途。但這還遠(yuǎn)遠(yuǎn)不夠，你需要替他們?nèi)?chuàng)新。鼓勵創(chuàng)新讓我們嘗到了甜頭。最近的一些產(chǎn)品，比如說Kindle電紙書，不僅是Kindle，還有EC2 Elastic Compute Cloud 亞馬遜彈性計(jì)算云，如果缺少創(chuàng)新的氛圍我們將一無所獲。當(dāng)然，創(chuàng)新不單單指大型項(xiàng)目，很多細(xì)節(jié)上也有創(chuàng)新的空間。

And then, think long term. This is really critical. Any company that wants to focus on customers, put customers first; Any company that wants to invent on behalf of customers has to be willing to think long term. It’s actually much rare than you might think. I find most of the initiatives we undertake may take five to seven years,
en, before they pay any dividends for the company. They may start paying dividends for the customers right away, they often take a long time to pin out for the shareholder in the company. So that ability to think sort of five years and seven years time frames really is very very useful, er, for us, and is definitely one of the things that I know. It requires by the way, and allows a willness to be misunderstood if you think long term. Many of the inventions that we undertake may be you just drop it anyway may not be understood in the early endings. And it’s often very important for us to think long term, so we can tolerate being misunderstood. We even been called , , en, many different things, many of them not appropriate for video.
第三條，長期規(guī)劃。這點(diǎn)很重要，任何一個把客戶視為上帝的公司，任何一個為客戶創(chuàng)新的公司都必須把眼光要放長遠(yuǎn)些。很少有人做得到這點(diǎn)，我們投資的公司一般需要5到7年才能實(shí)現(xiàn)盈利。可能公司一開始就能給客戶提供價值，卻要等很長時間才有錢給股東們分紅。因此做好長期的戰(zhàn)略規(guī)劃尤為重要。這絕對是經(jīng)驗(yàn)之談，也許這種做法不被理解，但你要排除萬難堅(jiān)持下去。在創(chuàng)新的過程中很多人因?yàn)椴槐焕斫舛x擇了半途而廢，由此可見長期規(guī)劃是何等重要。只有這樣 我們才有可能面對質(zhì)疑依舊不改初衷。曾經(jīng)我們甚至還被戲稱為Amazon.Toast 或是。各種花名，有些還少兒不宜。

If we think we are right, then we continue. If we think we are wrong, if we criticise about something we think we were wrong, we change it, we fix it.So, it’s really important to really think about these things, and never to buckle to sort of kind of stand kinds of pressures that come along that really force short term thinking. And it’s huge competitive advantage to be able to think long term, and you could serve customers much better.
如果我們認(rèn)為自己是對的就會義無反顧、勇往直前；如果我們覺得自己錯了也會積極改正，絕不抵賴。好好想想吧，在面對各方壓力和誤解時也不要輕易妥協(xié)，它們只會讓你得近視眼。做好長期規(guī)劃無疑能讓你得心應(yīng)手、如虎添翼，也能讓你更好地為客戶服務(wù)。

Alright, en, that’s all that I know, really.
好了，我快講完了。

I know one more thing that I will save it for the end.En, but..I want…you know… this is a very exciting day.
還有一點(diǎn)想與各位分享一下。(各種激動= =+)

Zappos is a company that I have long admired. Er, for the very important reason, Zappos has customer obsession, Er, which is so easy for me to admire. It is the starting point for Zappos. It is the place where Zappos begins and ends. And that is a very key factor for me that I am kind of …you know… I get a weak knee when I see a customer-obsessing company. Er,and Zappos, certainly is that. Er, Zappos also has a totally unique culture. It’s unique. I’ve seen lots of companies. And I’ve never seen a company with culture like Zappos'. And I think that kind of unique culture is a very significant asset, En, and I’m super excited about that, You know, I’ve spent a lot of time talking with Fred, Alfred and Tony. And I have a good feeling for how important that culture is to the Zappos, the Zappos brand, Zappos customers, Zappos employees.
我一直以來都很崇拜Zappos公司，因?yàn)閆appos正是我所說的那種以客戶為中心的公司。這是Zappos的立足之本，是Zappos的護(hù)身符。我對這樣的公司毫無免疫力。只要看到以客戶為中心的公司時我就佩服得五體投地。Zappos無疑就是這樣的公司。Zappos還擁有自己獨(dú)特的企業(yè)文化非常獨(dú)特。公司我見多了，Zappos這樣的企業(yè)文化我還是第一次見。這種文化是它最大的財(cái)富，對于這點(diǎn)我很佩服。我和Fred Alfred以及Tony交流過多次。我能感受到這種文化的對Zappos重要性，對Zappos品牌、消費(fèi)者、員工的重要性。

And that culture in Zappos’ brand are huge assets that I value very much. And I want to see these things continue. And you are in such great hands with Fred Alfred and Tony. That’s a really big deal. Er, I’ve seen lots of leaders from the companies too, And I haven’t seen people better than those three. There’s a lot of growth ahead of us with Zappos. This really is the beginning. I am just totally excited about what can be accomplished over time. My believe is, we haven’t seen anything yet as much of Zappos has accomplished already, and it’s a lot. With that unique culture, and that great Zappos brand, and those terrific leaders, I know, that is just the very beginning.
我認(rèn)為Zappo品牌的文化是無價之寶，我希望看到這種文化被不斷地傳承下去。Fred Alfred Tony你們之間的合作如此默契，真的很棒。我認(rèn)識的老板很多，沒有誰像你們這般出色?，F(xiàn)在剛開了個頭而已，Zappos的未來將不可估量，我很期待你們今后的發(fā)展。我相信迄今為止Zappos才剛剛露出冰山一角，潛力無窮，擁有如此獨(dú)特的企業(yè)文化。如此強(qiáng)大的品牌，如此有優(yōu)秀的領(lǐng)導(dǎo)者，我相信Zappos的前途一片光明 。

And that brings me to the final thing I know, it’s always Day 1. There’s always more inventions in the future. Always more customer innovation, new ways to obsess over customers. I am super excited about Zappos, thank you.
最后一條，每一天都是新的開始。未來還會有更多的產(chǎn)品，更多的創(chuàng)新發(fā)明，圍繞著客戶需求而不斷地推陳出新。Zappos我看好你,謝謝。

@七印部落《啟示錄：打造用戶喜愛的產(chǎn)品》譯者>>