1. 伦理非可选：解放型商业范式

嘿，朋友们。欢迎收听我的全新播客《解放型商业》。我是主持人西蒙娜·索尔。我要谈谈这个播客的主题——解放型商业。

Hey, friends. Welcome to my brand new podcast, Liberatory Business. I'm your host, Simone Soule. I am gonna talk about what this podcast is. It's about liberatory business.

我正慢慢结束七八个月的休假，期间深陷于思考、解构、学习和重新审视一切的过程中。我一直在重建自己事业的根基，并意识到这个根基就是我所致力于的解放型商业——将商业与解放融为一体。这意义重大，非常感谢你们的聆听。

I'm slowly coming out of a seven or eight months sabbatical, and I've been deep in a hole processing, disintegrating, learning, rethinking everything. And I've been rebuilding the foundation of what I do. And through this process, I have come to realize that the foundation of what I wanna do and I'm deeply committed to is liberatory business, business and liberation together. It's a lot. And thank you so much for being here and listening.

谈论解放型商业的难点在于：它并不光鲜。如果你觉得'这很酷'，那你就是我的知音。

So here's the hard part about talking about Liberatory business. It's not sexy. If you think, oh, it's sexy to me. It's awesome. You're my people.

但即便对聪明善良的人而言，他们也会困惑'这具体指什么'或觉得望而生畏。之所以令人却步，是因为它确实复杂。解放型商业本身就是复杂的，绝非简单概念。让我先定义术语。

But, you know, even for people who are smart and have good hearts, they're like, I'm not sure what that means or it just sounds daunting. The reason that it's daunting is because it is actually complex. Liberatory business is complex. It's not simple. Let me define the terms first.

我认为商业应作为解放实践来运作——不是锦上添花的选项，不是作秀手段，而是以解放实践作为商业的核心根基。你商业中的每个行为要么服务于解放，要么与之背离。确保商业中的每个环节都服务于解放，这就是解放型商业。这意味着你所有的商业行为都是社区关怀的形式，每个接触你商业的人都会因此变得更好。

I believe that doing business as a liberatory practice, not as like a nice optional thing to do, not something that you do to be performative, but like at it at the core, at the foundation, your business is a liberatory practice. And every single thing that you do in your business either serves liberation or it doesn't. Being committed to every single thing in your business serving liberation, that's liberatory business. What that means is everything you do in business is a form of community care. It means everyone that encounters your business, you leave them a little bit better off than you found them.

我再强调一次：每个接触你商业的人，无论是否消费，你都要让他们离开时比接触前更好。以己所欲施于人，用你期望获得的诚实、尊重、重视、信任和透明来对待他人。这是我们践行解放承诺时最简单有力的决策过滤器。

Let me repeat that. Every single human being who encounters your business, whether they buy from you or not, you leave them a little bit better than you found them. You treat them the way you would want to be treated. You treat them with the level of honesty, respect, high regard, trust, transparency that you would want someone else to treat you with. And that's like the most simple and powerful filter that we have to run all our decisions by for a committed to liberation.

己所不欲勿施于人。我们必须视人为人，而非资产、商品、销售漏斗中的数据点或待开发的潜在客户。在解放型商业框架中，将人性关怀置于短期甚至长期利润之上——若以牺牲人性为代价，则一切毫无价值。这听起来如此简单。

If you wouldn't want something done in a certain way that you don't do it, do it to do it to other people. We have to treat people like they're human beings, not like they're assets or commodities or data points in your funnel or customer avatars or prospects that you got to go close. Prioritizing humans, care for humans, for humanity over short term profit, even long term profit. If it happens at the cost of caring for humans, then it's worth nothing, at least in the laboratory business framework. And that sounds so simple.

然而99%的企业却反其道而行之，因为这是资本主义传承给我们的商业文化。即便是心怀善意、真心希望世界更美好的人，也会发现自己违背了这些看似简单的原则，只因为我们深信‘哦，这就是规矩’。比如把自己包装成单一维度的品牌，以为这样更能迎合大众。而如果你比单一维度更复杂，人们就会感到困惑。对吧？

And yet 99% of businesses out there do the exact opposite because that's the culture of business that's been handed down to us by capitalism. Even well meaning people who have genuinely good hearts and want the world to be a better place find themselves doing things that are contrary to these principles, which seem to be so simple because we believe, oh, that's just how it's done. Like turning yourself into a one dimensional brand because you think it's gonna make you more palatable to people. And if you're more complex than a one dimensional brand, everyone will be confused. Right?

诱骗人们参加网络研讨会却不告知最后会有推销环节——尽管你办研讨会的全部目的就是为了最终推销。这缺乏透明度。定价决策不考虑会排斥哪些人群。营销中剔除一切与你产品无直接关联的内容。就像，好吧。

Baiting people into webinars without telling them there's gonna be a sales pitch in the end when the entire reason you're doing the webinar is so that you can make the sales pitch at the end. There's a lack of transparency. Making pricing decisions without regard for whom it excludes. Excluding anything that's not directly related to your offer from your marketing. Like, oh, okay.

我不会谈论个人生活。不会谈论政治。不会谈论社会正义，因为‘这不相关’‘不适用’‘与业务无关’。

I'm not gonna talk about my personal life. I'm not gonna talk about politics. I'm not gonna talk about social justice because it's irrelevant. It doesn't apply. It's not related.

这些话题可能有争议。我不想疏远任何人。这些都是非常标准的传统商业智慧。但这不是我们为真实人类创造理想世界的方式，因此也绝非社群关怀。

It might be controversial. I don't wanna alienate people. This is all very standard, you know, conventional business wisdom. And this is not how we create a world that works for actual humans. And therefore, it is not community care.

当我说这些时，人们常误以为——我过去也曾这么想——‘你不重要，你的福祉不重要’。这意味着你无法赚钱或拥有美好事物。仿佛要与解放事业同行，就必须自我毁灭。好像投身解放型商业就意味着倾尽所有，永远处于竞争状态。

Now when I say that, what people often hear and what I've sometimes believed in the past is that you don't matter, that your well-being doesn't matter. That means you can't make money or have nice things. And that to be aligned in alignment with liberation, you have to murder yourself. That, you know, if you're committed to liberatory business, it means you have to give everything away. That it's always a competition.

要么你赢，要么社群赢。零和游戏。二选一。关心世界然后破产，或者去他妈的世界成为百万富翁。这就是你的选择。

It's either you or the community. Zero sum game. Pick one. Care about the world, then go broke or say fuck the world and be a millionaire. These are your choices.

这是世界想让我们相信的谎言，但真相并非如此。当我说解放型商业即社群关怀时，并不意味着它不能同时促进你的健康、财富与繁荣。顺便说，我在 reclaim 这些词汇——从白人至上主义和资本主义手中，从这些现代西方工业化社会对词汇本意的扭曲中夺回它们。我不只拥护财富、繁荣与兴旺，更相信这些词的真实定义，它们与你取得多少成就、积累多少财富毫无关系。

That is what the world would have us believe, but that is not how it works. When I say liberatory business is business as community care, that doesn't mean it is not also for your wellness, wealth, and prosperity. And by the way, when I say these words, I'm I'm reclaiming them from white supremacy and capitalism, from these modern, Western, industrialized perversions of what these words originally were supposed to mean. Right? I not only champion wealth, prosperity, and thriving, I believe in the true definition of these words and have nothing to do with how much you've achieved and how much you can, you know, accumulate and hoard.

在这些有害框架之外，我希望你们拥有真正的健康，在身体、情感和精神上都得到真正的滋养。除非你们安好，否则世界无法安好。如果连餐桌上的食物都无法保障，我们怎能实现社区关怀？如果少了你——因为你是社区的一部分，我们又怎能实现社区关怀？我希望你们拥有舒适柔软的生活，不必为基本生存挣扎，能自由创作艺术、挥洒创意，请朋友吃饭，投资那些带给你快乐的事业与事物。

Outside of these toxic frames, I want you to have genuine wellness, and I want you to be genuinely well provided for physically, emotionally, spiritually. The world can't be well unless you are well. How can we have community care if you can't put food on the table? How can we have community care without you because you are part of the community? I want you to have a life that feels good, feels soft, a life where you don't have to fight for basic necessities, a life where you can create art, flex your creativity, treat your friends to meals, invest in the causes and things that bring you joy.

对某些人而言，这意味着能捐款回馈社区；对另一些人，可能是购买优质颜料进行艺术创作；还有人或许想买香料海鲜烹饪美食。凡是能让你感到生活是休憩滋养之所的事物，我都愿你丰盛享有。你值得这样的丰盛，而我希望你的事业能为此提供支持。

For some people, it's like being able to donate, invest back in their communities. For some people, it's like being able to buy really great quality paints to make art with. For some other people, it might be able to buy spices and seafood because you love to cook gourmet meals. Whatever makes you feel like your life is a place that you can rest in and be nourished by, I want you to have an abundance of that. You deserve an abundance of that, and I want your business to support that for you.

你的蓬勃发展、富足生活与作为解放工具的事业并非相互排斥。事实上，它们必须共存。我们不能再认为必须二选一。所以关键问题自然是：我们如何创造这种状态？对吧？

Your flourishing and your prosperity and your business being a vehicle for liberation are not mutually exclusive. In fact, they must go together. We can't keep thinking we have to choose one or the other. So, of course, the juicy question is, how do we create this? Right?

我们如何在享受柔软美好生活、感到充实滋养的同时，又能对实验室事业保持坚定不移的奉献？这正是复杂之处。我邀请你们真正拥抱这种复杂性，接纳微妙差异，接受无人能完美解答的不确定性。因为真相是——

How do we have how do we flourish, have soft, you know, beautiful life where I feel well and nourished and also have a, you know, dedication to unwavering dedication to laboratory business? That's where things get complex. And my invitation to you is to really embrace the complexity, embrace the nuance, embrace the uncertainty of no one quite knowing how to do it perfectly. What the clear cut answer is. Because guess what?

我认为这不存在完美版本，也没有标准答案。当我们接纳模糊与不确定时，真正的工作才刚开始。在这个根深蒂固、充满压迫的资本主义白人至上主义世界里，我认识的所有人都在同时照顾自己与社区，不让任何一方成为牺牲品——这是个持续创新的迭代过程，绝非'啊我找到答案了'那么简单。

I don't think there is a perfect version of this. I don't think there are clear cut answers. And when we embrace the ambiguity and the uncertainty, that's where the real work begins. I don't know a single person who feels like they have the perfect answers for everybody because we live in this entrenched, inherently oppressive capitalist, white supremacist world and trying to take care of ourselves and our communities at the same time and not one at the expense of the other is an ongoing creative iterative process. It's not, oh, I figured it out.

事情并非如此。这是个不断实验、犯错、学习、再尝试的舞蹈，或许每天能比昨天进步一点点——仅此而已。

There it is. It's not that. It's a constant dance of experimentation, messing up, learning, trying again, messing up again, you know, having a little bit more more knowledge, trying again. So that hopefully every day we're doing a little bit better than we did yesterday. That's it.

让我们习惯不确定性，接纳微妙差异，专注于解放性的生成实验，每天比昨天多懂一点、做得更好。这不是要寻找让你成为'好人'的完美答案——毕竟本就不存在这种终极解决方案。

Let's get comfortable with uncertainty. Let's get comfortable with nuance. Let's focus on generative experiments with liberation that allow us to learn a little bit more than we knew yesterday, to do a little bit better than we did yesterday, not having the perfect answer that finally makes you a good person. It's not about that. And anyway, there's no fish thing.

对吧？当我谈到细微差别和不确定性时，我是这个意思。商业中的每个决策都伴随着权衡。对吧？比如我想让更多人买得起我的产品，所以我决定降价。

Right? And when I talk about nuance and uncertainty, here's what I mean. Every decision in business comes with trade offs. Right? Oh, I want my thing to be accessible to more people, so I'm going to lower my price.

很棒。现在产品更亲民了，但当孩子生病时你的收入却不足以支撑。这难道不是实实在在的权衡吗？当然他妈的是啊。这就是赤裸裸的取舍。

Awesome. Now you have more accessibility, but you have less income when to support your child when your child gets sick. Like, is that a real trade off? Fuck yeah, it is. That is a real trade off.

所以我需要提高定价来养活自己和家人。价格高了收入更稳定，但有些真正需要的人却负担不起。这是真实的伦理困境吗？这难道不是两难选择？

Okay, so I need to charge higher prices to be able to support my life and my family's life. And so I have more stability because I'm charging more. And some people can't afford your work who could really use it. Is that a real trade off? Is that a real ethical conundrum?

没错。但最致命的问题是幻想存在零代价的完美选项。当我们执着于寻找无需付出、没有弊端、只有收益的解决方案时，就永远无法采取行动。我们将停滞不前，无法学习进步，最终困在原地——毕竟这里可是现实地球。

Yes. But the biggest problem is when we think there is such an option that is magically all reward and zero cost. And because we are looking for the perfect solution that where there's no cost, there's no trade off, it's all good and there's no bad. As long as we are pursuing that, we are never going to be taking any action. We're never going to be learning, and we are always going to be stuck and frustrated and not moving anything in the world forward because they're on planet Earth.

世上不存在无需重大取舍的选择。我们唯一能做的，就是基于当下认知、当前优先级、现有价值观和能力做出决策，并明白这些因素永远处于流动状态。也许现在能力有限，未来可能提升；也许此刻认知不足，五年后便豁然开朗。

There is no such choice that exists without significant trade off. The best we can do is to make choices in this moment that align with what we know for now, what we are prioritizing for now, what our values are and what our capacity is at this moment, knowing that those things are always shifting. You might have little capacity now. You might have more capacity later. You might have less knowledge now than you will five years from now.

对吧？价值观会随时间演变，优先级也会调整——带着两个月大婴儿的母亲，和退休人士的考量能一样吗？

Right? And your values might change over time. They might be refined over time. Your priorities, like if you are a mother with a two month old, that's a very different set of priorities than if you're retired. Right?

因此商业实验室在不同人群、不同情境下必然呈现不同面貌。这就是我说的拥抱复杂性，接纳不确定性，认清根本不存在完美答案——没人能给你标准答案说'做对了，赏你颗金星'，这种认可根本不存在。

So what a laboratory business looks like for all these people and all these different situations is gonna be different. That's what I mean when I say embrace a nuance, embrace the uncertainty, embrace the truth that there is no perfect answer you can get where someone's gonna give you an a and say, you got it. You're doing it right. You get a gold star. That does not exist.

我知道这有点令人不满。而且，你知道，我喜欢明确的事物。我喜欢确定的答案，喜欢追求完美，因为我是人类。这个世界给我灌输的观念让我相信这些都是真实的，所以这确实令人沮丧。

I know that's a little bit unsatisfying. And, you know, I like clear cut things. I like definite answers, and I like being perfect because I'm human. And I've been programmed by this world that wants me to believe all those things are real. So it is frustrating.

我希望有更清晰的答案。但如果我们决定说‘哦，这太复杂了，我不想做’，那还有什么选择呢？对吧？唯一的选择就是随波逐流，做那些标准的事情。

I wish there were more clear answers. But what's the alternative if we decide, oh, it's too complicated. I don't wanna do it. Right? The only alternative is to go with the capitalist flow, to do the standard thing.

但现在我知道那对我不是选择。我也知道，如果你在听这个，那对你也不是选择。明白吗？所以为资本主义服务，不是选择。自我牺牲，也不是选择。

And now I know that's not an option for me. And I know that it's not an option for you if you're listening to this. You know? So serving capitalism, not an option. Martyring myself, not an option.

所以我们要想办法以适合我们处境、发挥我们天赋的方式来做这件事。对吧？根据我们的盈余来决定我们能给予什么。每个人的盈余都不同。所以如果你的心和我一样，我们将一起走这条复杂、混乱、情感上不适的道路，不断尝试、迭代，保持勇气，敞开心扉接受谦卑。

So we kind of figure out how to do this in a way that fits where we are, fits what our gifts are. Right? What we what we are in a position to be able to give away because of what our surplus is. And everybody's surplus is different. So if your heart is in the same place as mine, we're going to walk this path to go this complex, messy, emotionally uncomfortable path, experimenting, iterating, being courageous, keeping our hearts open to being humbled.

这是一个挑战，但当我们一起面对时，挑战会变得更容易。所以我希望能成为与你同行的人。我不是专家。在解放的许多子领域中有真正的专家，我是他们的学生。如果我在某方面是专家，那就是极其有效的营销，以人类应得的尊重和关怀对待他们。

And it is a challenge, but challenges are easier when we do them together. So I hope I can be someone who walks this path with you. I'm not an expert. There are actual experts in liberation in many subfields, and I'm their student. If I'm an expert in anything, it's incredibly effective marketing that treats human beings with the respect and care they deserve.

但我也深入、严谨地思考过通过你的业务追求解放意味着什么，这远不止是口头上的承诺。在经营一家七位数业务的这些年里，我进行了许多有趣的实验。我知道一些事情。我发现了一些可能缩短你学习曲线的东西。我从很多错误中学到了教训。

But I've also thought deeply and rigorously about what it means to pursue liberation through your business in a way that goes way beyond lip service. I've conducted a lot of interesting experiments along the way over, you know, number of years running a 7 figure business. And I know some things. I figured out some things that might shorten your learning curve. I made a lot of mistakes that I learned from.

所以也许你不必像我那样犯同样的错误。对吧？我进行了一些有趣的实验，得到了一些可能对你的旅程有帮助的数据点。这就是我想提供的，成为你的朋友、同行者、合作者，将你的业务转变为社区关怀、为所有生命争取解放的工具，同时在这个过程中不牺牲自己，还能创造一个在身体、情感、精神等各个层面都能深度健康的生活。如果这听起来像是你想要的，那你来对地方了。

So maybe you don't have to make them the same way that I did. Right? I conducted some interesting experiments where I have interesting data points that might help you along your journey. So that's what I wanna offer, to be your friend, cojournier, collaborator, and turning your business into a vehicle for community care, liberation for all living beings without sacrificing yourself in the process while also creating a life in which you can be deeply well at every level, physical, emotional, spiritual, all of it. So if that sounds like your kind of thing, you're in the right place.

感谢你的到来。下次再聊。

Thank you for being here. I'll talk to you next time.