評論
打印
A friend of mine in Hawaii is a great artist. He makes a sizable amount of money.
我有一位夏威夷的朋友是杰出的藝術家，他也掙了很多錢。
One day his mother's attorney called to tell him that she had left him $35,000.
一天，他母親的律師打電話告訴他，他母親給他留下了3.5萬美元的遺產。
That is what was left of her estate after the attorney and the government took their shares.
這是他母親的房產在扣除律師費和稅收后的余額。
Immediately, he saw an opportunity to increase his business by using some of this money to advertise.
不久后，他發現了一個可以發展事業的“機會”。為此，他需要用這筆錢的一部分來做廣告。
Two months later, his first four-color, full-page ad appeared in an expensive magazine that targeted the very rich.
兩個月后，他的第一個四色整版廣告登在一份昂貴的雜志上，這份雜志的讀者主要是富人。
The ad ran for three months. He received no replies from the ad, and all of his inheritance is now gone.
然而廣告刊登了3個月后，卻沒有收到任何效果，他所繼承的遺產也花光了。
He now wants to sue the magazine for misrepresentation.
現在他想以誤導為由起訴那家雜志。
This is a common case of someone who can build a beautiful hamburger, but knows little about business.
這是一個有關只懂怎么做好漢堡包，卻不懂如何將漢堡包賣出去的典型例子。
When I asked him what he learned, his only reply was, “Advertising salespeople are crooks.”
當我問他從這件事學到了什么時，他只是回答“廣告商都是騙子”。
I then asked him if he would be willing to take a course in sales and a course in direct marketing.
于是我問他愿不愿意學習銷售和一門直銷課程。
His reply, “I don't have the time, and I don't want to waste my money.”
他回答：“我沒時間，也不愿意浪費錢。”
The world is filled with talented poor people.
世界上到處都是有才華的窮人。
All too often, they're poor or struggle financially or earn less than they are capable of, not because of what they know, but because of what they do not know.
在很多情況下，他們貧窮、財務困難或者只能掙到低于他們應得的薪水，不是因為他們已知的東西而是因為他們未知的東西。
They focus on perfecting their skills at building a better hamburger rather than the skills of selling and delivering the hamburger.
他們只將注意力集中在提高做漢堡包的技能上，卻不注意提高銷售和配送漢堡包的技能。
Maybe McDonald's does not make the best hamburger, but they are the best at selling and delivering a basic average burger.
也許麥當勞不能做出最好的漢堡包，但他們能在做出一般水平的漢堡包的前提下，做到最好的銷售和配送工作。
