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And, and I, there's so much, so many different things that went wrong
在我看來(lái)，過(guò)去十年中
with all the clean tech companies in the last decade.
很多清潔能源的公司就犯了各種各樣的錯(cuò)誤
But, but, one, one theme that ran through almost all of them,
但其中一個(gè)共同點(diǎn)就是
was that they all started with massive markets.
他們都進(jìn)入了巨大的市場(chǎng)
And every clean tech PowerPoint presentation that one saw in the years 2005 to 2008,
從05至08年的宣講材料可以看出硅谷中的一些
which was the clean tech bubble in Silicon Valley.
做清潔能源的公司處在美麗泡沫中
Started with, we're in the energy market,
開(kāi)始他們認(rèn)為自己身處的能源市場(chǎng)
we're in a market that's measured in hundreds of billions of trillions of dollars.
市場(chǎng)的價(jià)值高達(dá)萬(wàn)億美元
And then once you're a minnow in a vast ocean.
但你只是滄海一粟
That's not a good place to be.
這樣的處境并不好
That means that you have tons of competitors and you don't even know who all the competitors are.
這意味著你的競(jìng)爭(zhēng)者非常多，你甚至都不能把它們一一了解清楚
And so you want to be a one of a kind company, where it's the only one in a small ecosystem.
因此你需要?jiǎng)?chuàng)立一個(gè)在小的市場(chǎng)中獨(dú)一無(wú)二的公司
You don't want to be the fourth online pet food company.
你肯定不想成為第四個(gè)線上寵物食品的公司
You don't want to be the tenth thin film solar panel company.
也不想成為第十個(gè)薄膜太陽(yáng)能電池板的公司
You don't want to be the 100th restaurant in Palo Alto.
亦或是帕羅奧圖的第一百家餐廳
Your restaurant industry is a trillion dollar industry,
餐飲業(yè)的價(jià)值非常巨大
so if you do a market size analysis you conclude restaurants are a fantastic business to go into,
如果你做一個(gè)市場(chǎng)規(guī)模的分析，可能會(huì)認(rèn)為餐飲業(yè)是一個(gè)非常適合進(jìn)入的領(lǐng)域
and it's often, large markets, large existing markets
但大的市場(chǎng)通常意味著
typically mean that you have tons of competition, very, very hard to differentiate.
市場(chǎng)中有無(wú)數(shù)的競(jìng)爭(zhēng)者，很難脫穎而出
So the first very counterintuitive into a idea is to go after small markets,
因此，給大家的第一個(gè)反直覺(jué)的思想就是進(jìn)入小市場(chǎng)
often markets that are so small people don't even notice them.
進(jìn)入那些人們注意不到的小市場(chǎng)
They don't think that they make sense.
那些人們認(rèn)為沒(méi)意義的市場(chǎng)
That's where you got a foothold, and then if those markets are able to expand,
一旦有了一些根基，就可以不斷進(jìn)行擴(kuò)張
you can scale into a big monopoly business.
進(jìn)而形成壟斷的企業(yè)
