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You need some users to help with the feedback cycle.
企業(yè)需要相當(dāng)數(shù)量的客戶來建立客戶反饋機制
But the way to get those users is manually.
但招攬客戶的方式也是身體力行的
You should go recruit them by hand.
需要創(chuàng)業(yè)團隊親力親為去招攬客戶
Don't do things like buy Google ads in the early days to get initial users.
在創(chuàng)業(yè)初期，就在谷歌做廣告來招攬客戶是不可取的
You don't need very many.
創(chuàng)業(yè)初期并不需要太多客戶
You just needs ones that will give you feedback every day and eventually love your product.
只需要能夠每天給你客戶反饋的顧客，這部分顧客最后會成為你產(chǎn)品的粉絲
So instead of trying to get them on Google AdWords,
不需要在大平臺上做廣告
just find a few people in the world that will be good users.
只需要找到能鐘愛你產(chǎn)品的客戶就可以了
Recruit them by hand.
可以身體力行去招攬顧客
Ben Silverman when everyone thought Pinterest was a joke,
開始每個人都覺得Pinterest(拼趣)的理念很荒謬
recruited the initial Pinterest users by tagging up strangers in coffee shops.
但創(chuàng)始人本·西爾弗曼就是靠在咖啡店跟喝咖啡的人搭話來招攬最初客戶的
He really did. He just walked around
真的，他就是這么做的
Palo Alto and said will you please use my product.
他就在帕洛阿爾托（硅谷的中心）活動，讓陌生人用Pinterest
He also used to run around the Apple store in Palo Alto.
他還去帕洛阿爾托的蘋果零售店
And he would like set all the browsers to the Pinterest home page real quick
為什么他要去蘋果零售店呢？在店員發(fā)現(xiàn)之前
before they caught him and kicked him out.
他會快速把店里電腦的首頁改成Pinterest的主頁
So then when people walked in there, they were like oh, what is this?
等顧客進來，發(fā)現(xiàn)首頁變了，就會多看幾眼
This is an important example of doing things that don't scale.
這是不按常理出牌的一個很好的例子
If you haven't read Paul Graham's essay on that topic you definitely should.
保羅·格雷厄姆有一篇文章專門講這個，如果大家沒讀過，可以看一下
So get users manually and remember that the goal is to get a small group of them to love you.
大家應(yīng)該身體力行地去招攬客戶，最終要讓他們愛上你的產(chǎn)品
Understand that group extremely well,
你必須非常理解這部分消費者
get extremely close into them, close to them,
必須深入了解他們
listen to them and you'll almost always find out that they're very willing to give you feedback.
傾聽他們的反饋和想法，一般這樣的顧客非常樂意給你提供反饋
Even if you're building the product for yourself,
就算你是在開發(fā)個人喜好的產(chǎn)品
listen to outside users and they'll tell you how to make a product they'll pay for.
你也要聽一下其他用戶的想法，顧客會告訴你，什么樣的產(chǎn)品他們才樂意買
Do whatever you need to make them love you,
盡力讓他們和你成為朋友
make you're doing, cuz they're also gonna be the advocates that help you get your next users.
一定要努力讓他們成為你的忠實客戶，因為你要靠他們，開辟更廣大的市場
You wanna build an engine in the company that transforms feedback from users into product decisions
你要把來自用戶的反饋用于產(chǎn)品決策中
then get it back in front of the users and then repeat.
把改善之后的產(chǎn)品再給顧客體驗，這樣循環(huán)
Ask them what they like and what they don't like, and watch them use it.
了解客戶的喜好，了解客戶對產(chǎn)品的不滿，看他們是如何使用你的產(chǎn)品的
Ask them what they pay for.
調(diào)查清楚產(chǎn)品的哪一點吸引了這些客戶
Ask them if they'd be really bummed if your company went away.
問問看如果你的產(chǎn)品不再生產(chǎn)，客戶會不會失望
Ask them what would make them recommend the product to their friends.
問他們會不會把你的產(chǎn)品推薦給朋友
And ask them if they've recommended it to any yet.
問他們是不是已經(jīng)給朋友介紹過了
You should make this feedback loop as tight as possible.
你的客戶反饋環(huán)一定要緊湊
If your product gets 10% better every week, that compounds really, really quickly.
如果每周你的產(chǎn)品都能改進10%，你的產(chǎn)品就會進步很快
One of the great advantages of start, of software startups is just how short you can make the feedback loop.
關(guān)于開發(fā)軟件有一個好處，就是反饋環(huán)非常小
It can go circle in hours, and the best companies usually have the tightest feedback loops.
可能幾小時就能得到用戶反饋了，越好的公司用戶反饋環(huán)越緊湊
You should try to keep this going for all of your company's life.
你的公司要始終做到這一點
But it's really important in the early days.
在創(chuàng)業(yè)初期，這是尤其重要的
The good news is that all of this is doable.
好在這個過程是可以完成的
It's hard, it takes a lot of effort, but there's no magic.
確實，這個過程很麻煩，必須腳踏實地來
The plan is at least straight forward and you will eventually get to a great product.
至少你的方案是很簡單的，最后產(chǎn)品也一定會很棒
Great founders don't put anyone between themselves and their users.
聰明的創(chuàng)業(yè)者會盡量貼近自己的顧客
