評論
打印
Okay. So the first of the four areas.
好，先來講第一點
A great idea.
好創意
It's become popular in recent years to say that the idea doesn't matter.
最近有一種流行說法，說“創意并不重要”
In fact, it's almost uncool to spend a lot of time thinking about the idea for a startup.
“花費大量時間去想一個創意是不值得的”
You're just supposed to start.
要創業，就去開始創業
Throw stuff at the walls.
多嘗試一些產品
See what sticks.
看什么有市場
And not even spend any time thinking about if it'll be valuable if it works.
至于產品有沒有價值，會不會成功，根本不需要考慮
And pivots are supposed to be great.
只要有著手點就好了
The more pivots, the better.
當然，著手點越多越好
So this isn't totally wrong.
對這種說法，也不能否定
Things do evolve in ways that are difficult to predict.
畢竟事物發展的規律很難預測
And there's a limit to how much you can figure out,
所以如果產品不經用戶使用
without actually getting a product in the hands of users.
開發者是很難全面了解自己的產品
And great execution is at least ten times more important and a hundred times harder than a good idea.
相較于好創意，好的執行力更為重要，甚至操作更為艱難
But the pendulum has swung way out of whack here.
執行不當，一切都難入正軌
A bad idea is still bad.
糟糕的創意，開始就是糟糕的
In the pivot happy world that we're in today, it feels really suboptimal.
在現代社會，沒有好創意是不行的
Great execution towards a terrible idea will get you nowhere.
只有好的執行力，沒有好創意，結果也不會成功
There are exceptions, of course.
當然，也有例外
But most great companies start with a great idea, not a pivot.
很多大公司都是從一個好創意開始，而不是有個著手點就行
If you look at successful pivots,
大家想一下成功的案例
they almost always are a pivot into something the founders themselves wanted, not a random made up idea.
一般它們都是創辦人想要的，而不是隨便產生的一個點子
Airbnb happened because Brian Chesky couldn't pay his rent,
Brian Chesky創辦Airbnb（民宿預訂）的時候
but he did have some extra space.
他有多余的房間，卻付不起房租
In general, though, if you look at the track record of pivots,
我要說的就是，如果大家仔細研究一下
they don't become big companies.
僅有切入點，是不會發展成大公司的
I myself used to believe ideas didn't matter that much,
我曾經也認為好創意可有可無
but I'm very sure that's wrong now.
但現在我知道，這種想法是完全錯誤的
The definition of the idea, as we talk about it, is very broad.
創意是什么意思呢？創意的概念很廣
It includes the size and the growth of the market,
包括之后市場的規模和增長潛力
the growth strategy for the company,
公司的擴展策略
the defensibility strategy and so on.
防衛性策略等等
When you're evaluating an idea,
如果要評估一個創意
you need to think through all these things, not just the product.
就要從這些方面來考慮，而不僅僅是從產品本身入手
If it works out, you're gonna be working on this for ten years.
如果創意可行，之后的十年都要為之努力
So it's worth some real upfront time to think we've a long term value in the defensibility of the business.
所以在創業之前就想好公司的防御策略是非常必要的
Even though plans themselves are worthless,
雖然我們說，計劃沒有變化快
to exercise a planning is really valuable and totally missing in most startups today.
做計劃的過程卻非常重要，現在好多創業人員都忽略了做計劃這個過程
Long term thinking is so where, anywhere, but especially in startups.
創業人員必須要有長遠打算
That it's a huge advantage if you do it.
如果做了計劃，至少會受益匪淺
Remember that the idea will expand and become more ambitious as you go.
創意也會逐漸充實起來
You certainly don't need to have everything figured out,
當然，并不是說從白手起家到壟斷行業的每一步
in a path from here to world domination.
都要事先規劃
But you really want a nice kernel to start with.
而是說，開始時一定要投入足夠的思考
You want something that can develop in interesting ways.
必須確保創意可以發展起來
As you're thinking through ideas,
還有一點很重要
another thing that we see young founders get wrong all the time,
也是年輕的創業者經常會失誤的地方
is that someday you need to build a business that's difficult to replicate.
就是你必須意識到你的公司和企業，必須是無法復制的
This is an important part of a good idea.
這一點很重要
I wanna make this point again because it's so important.
我重申一下，這太重要了
The idea should come first, and the startup should come second.
首先有好創意，之后再來創業
Wait to start a startup, until you come up with an idea you feel compelled to explore.
一定要等到非常有潛力的創意出現再去創業
