Marketing School - Digital Marketing and Online Marketing Tips - 为何企业职位正悄然崩塌 封面

为何企业职位正悄然崩塌

Why Corporate Jobs Are Quietly Collapsing

本集简介

在本期节目中,埃里克和尼尔深入剖析了企业职位的消亡与无意义经济的隐秘面纱。他们探讨企业臃肿、AI自动化与就业数据变迁如何昭示传统角色的终结——以及对现代营销人的启示。二人将解析AI驱动的智能工作流、精准管理艺术、 burnout迷思,以及创业者如何保持增长势能。此外,为何"利基致富"常陷增长停滞?如何打造具有复利效应的长期赢家产品? 核心要点 ● 当AI重塑企业形态时,精悍团队更具优势 ● 智能AI工具远胜传统提案与理论 ● 管控风险而非弱点 时间轴 (00:00) 企业职位的消亡 (01:36) 组织臃肿与文档文化 (02:37) ADP就业数据预示的信号 (03:37) 代理机构 vs AI智能体 (06:18) 作为工具的微观管理 𝗔𝗕𝗢𝗨𝗧 𝗧𝗛𝗘 𝗖𝗛𝗔𝗡𝗡𝗘𝗟 欢迎收听《营销学院》——下载量突破6100万的顶级商业播客。每期节目由两位躬身实践的创业者带来可立即落地的营销策略。主持人埃里克·萧是Leveling Up与Single Grain创始人,尼尔·帕特尔是Neil Patel Digital联合创始人,被《福布斯》评为十大营销专家。 了解主持人 埃里克·萧 – Leveling Up: https://www.youtube.com/@LevelingUpOfficial 尼尔·帕特尔: https://www.youtube.com/@neilpatel 免费资源 增长通讯: https://levelingup.beehiiv.com/subscribe Ubersuggest: https://www.ubersuggest.com/ Answer The Public: https://www.answerthepublic.com/

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Speaker 0

顺便说,这个让我很感兴趣。

By the way, this was interesting to me.

Speaker 0

所以,这就是企业工作的终结。

So, this is the death of the corporate job.

Speaker 0

所以听听这个。

So get this.

Speaker 0

最近我遇到的最诚实的人是一位科技公司的副总裁,他告诉我,我管理着一个12人的团队,他们为其他团队制作文件,而这些团队又为不阅读文件的高层领导制作文件。

The most honest person I met recently was a VP at a tech company who told me, I manage a team of 12 people who create documents for other teams who create documents for senior leadership who don't read documents.

Speaker 0

我一年赚15万英镑,对,15万英镑。

I make a £150 a year, 150 k pounds a year.

Speaker 0

懂了吗?

Okay?

Speaker 0

我们就按大约1.8美元来算吧,差不多这样。

So let's call that, like, $1.80, something like that.

Speaker 0

对吧?

Right?

Speaker 0

这完全荒谬,而我正在尽可能长时间地写这个,同时私下里也在做些别的事情。

It's completely absurd, and I'm writing it as long as I can while I'm building something on the side.

Speaker 0

所以这是一篇Substack的帖子,标题叫'无意义经济的隐秘面'。

So this this this is a Substack post, and it's called the hidden economy of nonsense.

Speaker 0

我最近真的遇到一个朋友,他在一家规模庞大的、市值数万亿美元的公司工作。

And I literally I met a friend recently who works at a large, like, multi trillion dollar company.

Speaker 0

对吧?

Right?

Speaker 0

然后我就问他,那你现在在那儿具体做什么?

And he's I'm like, so what do you do there now?

Speaker 0

他就说,哦,对。

He's like, oh, yeah.

Speaker 0

比如,我参加各种会议,确保每个人都保持联系,并且目标一致。

Like, I go into meetings, and I make sure that everyone's connected, and, they know they're aligned.

Speaker 0

然后我又参加其他会议,他就说,我整天开会就是为了确保大家目标一致。

And then I go into other meetings and, he's like I'm like, you sit in meetings all day to make sure people are aligned.

Speaker 0

他说,这就是我的工作。

He's like, that's my job.

Speaker 0

我当时就想,天哪。

And I'm like, oh my god.

Speaker 0

所以这个人就在发这个。

So so this person's posting this.

Speaker 0

我就想,老兄,企业工作的末日啊。

I'm like, man, the death of the corporate job.

Speaker 0

现在有很多荒唐事。

There's a lot of nonsense going on.

Speaker 1

确实。

There is.

Speaker 1

尤其是大公司。

Especially bigger companies.

Speaker 1

因为他们一年能赚20多万美元 没错。

Because they're making over $200,000 a year Yep.

Speaker 1

用于创建文档,嗯。

For creating documents Mhmm.

Speaker 1

你把我弄糊涂了。

For you lost me here.

Speaker 1

创建文档,对。

Creating documents Yeah.

Speaker 1

为别人创建的

For someone else

Speaker 0

我会再读一遍。

I'll creates I'll read it again.

Speaker 0

我管理着一个12人的团队。

So I manage a team of 12 people.

Speaker 0

这是一家科技公司的副总裁。

This is VP at a company at a tech company.

Speaker 0

我管理着12个人。

I manage a team of 12 people.

Speaker 0

这12个人为其他团队创建文档,而那些团队又为不阅读文档的高层领导创建文档。

All 12 of these people create documents for other teams who create documents for senior leadership who don't read the documents.

Speaker 0

这个团队领导的年薪,我们姑且说是18万美元吧。

And this team leader gets paid, let's call it a 180,000 US dollars a year.

Speaker 1

不。

No.

Speaker 1

不。

No.

Speaker 1

200多。

200 plus.

Speaker 0

200多?

200 plus?

Speaker 0

我甚至不知道那是什么

Is that I don't even know what

Speaker 1

英镑是,现在的汇率。

the pound is, the the exchanges now.

Speaker 1

我知道这个是因为我让你看过吗?

I know this because I have You look at it?

Speaker 1

没有。

No.

Speaker 1

我在很多国家都有公司。

I have so corporations in so many countries.

Speaker 1

是啊。

Yeah.

Speaker 1

202,000,哇。

202,000 as a Wow.

Speaker 0

是啊。

Yeah.

Speaker 0

哇。

Wow.

Speaker 0

当你拥有所有

When you have all

Speaker 1

不同国家的办公室,是的。

the offices in different countries Yeah.

Speaker 1

你必须管理好资金,因为市场波动可能会让你损失金钱。

You have to manage money because when things go up and down, it can cost you money.

Speaker 0

是的。

Yeah.

Speaker 0

这就是为什么我相信你们有完整的资金管理策略

That's why There's whole treasury strategy I'm sure

Speaker 1

你们有。

you have.

Speaker 0

是的。

Yeah.

Speaker 0

是啊。

Yeah.

Speaker 1

但每年花20万就为了给另一个部门做文件,而他们用这些文件又去做更多文件

But 200,000 a year to create documents for another department who uses that to create more documents

Speaker 0

给那些根本不会看文件的高层领导。

For senior leadership who doesn't read the documents.

Speaker 1

直接这么干吧。

Do this straight up.

Speaker 1

你知道吗,现在我的团队都不给我发文件了。

You know, when my team, they don't send me documents anymore.

Speaker 1

你想知道为什么吗?

Because you wanna know why?

Speaker 1

我不看那些文件。

I don't read the documents.

Speaker 1

是啊。

Yeah.

Speaker 1

那你知道他们改发什么给我吗?

So you know what they send me instead?

Speaker 1

短信。

Text messages.

Speaker 1

短信,没错。

Text messages Yeah.

Speaker 1

附带统计数据和资料,对。

With stats and data Yep.

Speaker 1

关于我们业务的。

Of our business.

Speaker 1

对。

Yep.

Speaker 1

我就觉得,不想要

And I'm like, don't want

Speaker 0

那些废话。

the fluff.

Speaker 1

是啊。

Yep.

Speaker 1

因为他们纯粹在浪费时间搞这些,明明可以去做其他正事。

Because they just waste their time creating, like, you can get other stuff done.

Speaker 0

老兄,我团队里有个人。

Dude, I had someone on my team.

Speaker 0

她做了又做,真是好心。

She made and and bless her heart.

Speaker 0

她做了22页幻灯片来展示。

She made a 22 page slide to show up.

Speaker 0

我就说,老兄,我可不会看那种烂东西。

I'm like, dude, I'm not gonna read that bad.

Speaker 0

所以说到你的观点,如果高管们只有时间听重点,这完全是另一回事,但我确实相信企业岗位的消亡,很多这类工作将被取代。

So so to your point, if executives only have time to get to the point, this is a whole another thing, but I do believe the death of the corporate job, a lot of these jobs are gonna get replaced.

Speaker 0

不过再说一次,是的。

But again Yes.

Speaker 0

我们看到了裁员浪潮正在发生。

We looked at the the avalanche of of layoffs happening.

Speaker 0

我们再次谈到了埃森哲。

Again, we talked about Accenture.

Speaker 0

我们谈到了Salesforce。

We talked about Salesforce.

Speaker 0

我们谈到了所有这些公司。

We talked about all these companies.

Speaker 0

这一切现在开始了。

It's all starting now.

Speaker 0

你看到了ADP的就业报告。

You saw the ADP jobs report.

Speaker 0

对吧?

Right?

Speaker 0

这是昨天的事。

This is yesterday.

Speaker 0

对吧?

Right?

Speaker 0

我错过了。

I missed it.

Speaker 0

发生了什么?

What happened?

Speaker 1

要么是

It was either

Speaker 0

昨天或者前天。

yesterday or the day before.

Speaker 0

我想是两天前。

I think it's two days ago.

Speaker 1

我也认为是两天前。

I think two days ago.

Speaker 1

ADP公司宣布裁员3万人。

ADP, they announced, a 30,000, job decrease.

Speaker 1

嗯。

Mhmm.

Speaker 1

他们只管理私营部门。

They only manage the private sector.

Speaker 0

是的。

Yep.

Speaker 0

对吧?

Right?

Speaker 0

不是政府。

Not the government.

Speaker 0

现在我们需要等一会儿才能看到政府的数据。

And now we have to wait a little for the government one.

Speaker 1

对。

Yes.

Speaker 1

但如果你看政府发布的修正数据,他们上个月的数据也是负值。

But if you look at the revision that the government released, they also released a negative for the previous month.

Speaker 0

一百万?

A million?

Speaker 1

他们不是

Didn't they

Speaker 0

说减少了100万吗?

say it was down a million?

Speaker 0

记得吗?

Remember?

Speaker 0

就业?

Jobs?

Speaker 0

过去一年左右有过一次数据修正之类的。

There was a revision over, like, the last year or something like that.

Speaker 0

净额被下调了一百万。

It was revised down a million net.

Speaker 1

不。

No.

Speaker 1

不。

No.

Speaker 1

我刚才说的是之前的情况。

I was just talking about the previous

Speaker 0

哦,对。

Oh, yeah.

Speaker 0

是啊。

Yeah.

Speaker 1

对吧?

Right?

Speaker 1

你们看到的是,比起政府数据,我更喜欢看ADP的数据,因为我认为它更实时、更准确。

What you're seeing is I prefer looking at the ADP's numbers over government numbers because I think it's more real time and more accurate.

Speaker 1

这只是我的一点浅见。

That's just my 2¢.

Speaker 0

政府数据也是可以人为操控的。

You can also game the government numbers too.

Speaker 0

所以他们才会不断修正数据。

Which is why they revise it all time.

Speaker 0

是啊。

Yeah.

Speaker 1

他们怎么算失业的?

What are they considered unemployed?

Speaker 1

哦,你过了X时间就不找工作了。

Oh, you stopped looking for a job after X amount of time.

Speaker 1

是啊。

Yeah.

Speaker 1

所以你不在系统里了。

So you're out of the system.

Speaker 1

就像,嗯,有些人还在找工作。

It's like, well, some them are still looking for jobs.

Speaker 1

但是,但是,唉,我都不知道我们聊到哪里去了。

But, but, yeah, I don't even know where we're going with this conversation.

Speaker 0

没关系。

It's okay.

Speaker 0

我这有个不错的。

I got a good one here.

Speaker 0

这个我们可以用这个结束。

This we can end on this one.

Speaker 0

都是些狗屁商业建议。

So bullshit business advice.

Speaker 0

这是我们可以随口分享的东西。

So this is this is something we can share off the cuff here.

Speaker 0

你我这些年听过不少建议。

So I you and I have heard a lot of advice over the years.

Speaker 0

我觉得你总体上对人更持怀疑态度,而我过去更乐观、更愿意相信别人。

I think you're generally more skeptical of people where I'm I was I've been more optimistic and more believing of people in the past.

Speaker 0

我给你举个例子。

So I'll give you an example.

Speaker 0

我们来聊聊一些狗屁商业建议。

So let's talk about some bullshit business advice.

Speaker 0

第一,雇个运营者然后别插手。

One, hire an operator and get out of their way.

Speaker 0

真的,前几天我刚发推说过这个,我当时就觉得,对。

Literally, tweeted this the other day, and I was like, yeah.

Speaker 0

你知道现在赚钱最好的方法就是成立控股公司,收购一堆企业,然后雇个CEO就别管他们了。

You know, the the the best way to make money right now is to start a holding company and buy a bunch of businesses and just hire a CEO and get out of their way.

Speaker 0

收购一堆无聊的企业。

Buy a bunch of boring businesses.

Speaker 0

然后我朋友YPR就说,天啊,这家伙是个白痴。

And then one of my friends, YPR, he's like, god, this guy's an idiot.

Speaker 0

他回复说。

Like, he replies.

Speaker 0

他回复了。

He replies.

Speaker 0

这很好。

This is good.

Speaker 0

我说,对啊。

I'm like, yeah.

Speaker 0

就像,我曾经深信不疑,他说的那些话,比如,

Like, I I used to drink the Kool Aid where he's like, yeah.

Speaker 0

你可以直接雇佣这些人。

You can just hire these people.

Speaker 0

他们比你有经验,然后你就该退居

They're they're more experienced to you and then get out of

Speaker 1

二线。

the way.

Speaker 0

没错。

Yep.

Speaker 0

你我都经历过这种痛苦。

You and I have both felt the pain.

Speaker 1

是的。

Yes.

Speaker 1

对。

Yeah.

Speaker 1

而且你还得看看这些有经验的人。

And you also have to look at some of these experienced people.

Speaker 1

昨天有人跟我聊起他们有个朋友在某个大型控股公司工作,

Someone yesterday was talking to me about one of their friends working out one of the big holdcos.

Speaker 1

嗯哼。

Mhmm.

Speaker 1

要么是宏盟集团要么是IPG,反正他们正在合并,所以无所谓了。

It was either Omnicom or IPG, but they're merging anyway, so it doesn't matter.

Speaker 1

这位是某个大部门的CEO,你懂的。

And this person's the CEO of, you know, a big division.

Speaker 1

我说大部门,指的是年收入数百亿数百亿的那种。

When I say a big division, I'm talking about billions and billions and billions in revenue.

Speaker 1

如果你看他们的背景,会发现是财务出身。

And if you look at their background, they're a financial person.

Speaker 1

嗯。

Mhmm.

Speaker 1

他们过去担任的都是财务相关职位,现在成了运营者。

They used to be in all financial roles, and now they're operator.

Speaker 1

我不是说他们不称职。

I'm not saying they're not good at their job.

Speaker 1

确实有很多CFO之类的... 对。

There's a lot of CFOs that or Yeah.

Speaker 1

财务出身的人后来当上CEO的案例。

Financial people that go into CEO roles.

Speaker 1

但我会让财务出身的人当CEO吗?

But would I put a financial person in a CEO role?

Speaker 1

不会。

No.

Speaker 1

这只是我的个人观点。

That's just me.

Speaker 1

我没说我是对的。

I'm not saying I'm right.

Speaker 1

宏盟和IPG是比我自己的公司更大的企业。

Omnicom and IPG are bigger companies than, you know, my own business.

Speaker 1

但我肯定会事无巨细地管理那个人并给他们出主意,因为这些人中有很多曾在其他机构工作过。是的。

But I would definitely be micromanaging that person and giving them ideas because a lot of these people have worked at other organizations Yep.

Speaker 1

有不同的运营方式。

Have a different way of running things.

Speaker 1

其中一些人非常擅长所谓的'维持现状'或单纯削减成本。

And some of them are great at quote, unquote, maintaining or just cutting costs.

Speaker 1

他们各有不同的优势和劣势。

They have different strengths and weaknesses.

Speaker 1

是的。

Yep.

Speaker 1

无论你雇佣谁,他们都会有一些弱点。

And no matter who you hire, they're gonna have some weaknesses.

Speaker 1

我不在乎他们有什么经验。

I don't care what their experience is.

Speaker 1

你必须弥补这些弱点,所以你必须参与其中。

You gotta fill in those weaknesses, so you gotta be involved.

Speaker 0

顺便说一句,CEO的职责之一就是守护企业愿景。

The CEO, by the way, one of their CEO's jobs is to be the keeper of the vision.

Speaker 0

但可悲的是,如果你来自财务背景,你的愿景往往就只是数字。

And oftentimes, unfortunately, the vision, if you come from a financial background, your vision is numbers.

Speaker 0

对吧?

Right?

Speaker 0

是的。

Yes.

Speaker 0

而你的愿景是追求效率最大化。

And your vision is optimizing for efficiency.

Speaker 0

如果这是你追求的目标,那没问题。

And if that's what you're looking for, that's fine.

Speaker 0

但如果你追求的是创造力和成长,可能就需要另寻他人了。

But if you're optimizing for creativity and growth, you're gonna have to probably have someone else.

Speaker 0

你在这里提到了一个关键词。

And you you mentioned a keyword here.

Speaker 0

所以这是第二条废话建议,我很想听听你还有什么其他废话般的商业建议。

So this is number two bullshit advice, and I'm keen to get what else you have in terms of bullshit business advice.

Speaker 0

微观管理是有害的。

Micromanagement is bad.

Speaker 0

我曾经以为,就像,当我因为你从未在某处工作过时。

I used to think, like, when I because you've never worked for somewhere.

Speaker 0

对吧?

Right?

Speaker 0

就像,至少在这个群体里。

Like, like, at least in the group.

Speaker 0

当我在公司工作时,就像,哦,是的。

When I work for companies, like, oh, yeah.

Speaker 0

你读了所有这些书。

You read all these books.

Speaker 0

就是,对啊。

Like, yeah.

Speaker 0

你知道的,微观管理很糟糕。

You know, micromanagement is horrible.

Speaker 0

我们不会对你的那些琐事进行微观管理。

We don't micromanage your blah blah blah.

Speaker 0

就像是,不行。

It's like, no.

Speaker 0

不行。

No.

Speaker 0

不行。

No.

Speaker 0

微观管理其实并不是坏事。

Micromanagement is actually not a bad thing.

Speaker 0

它没有好坏之分。

It's not good or bad.

Speaker 0

它只是个工具。

It's just a tool.

Speaker 0

比如说,如果...如果你的孩子负责核密码,你大概会想微观管理这事。

Like, if it's a if if, like, you know, your kids are responsible for the nuclear codes, you probably wanna micromanage that.

Speaker 0

对吧?

Right?

Speaker 0

对吧?

Right?

Speaker 0

这就像是,风险太大了。

It's like, it's too risky.

Speaker 0

对吧?

Right?

Speaker 0

所以,微观管理其实并不坏。

So, like, micromanage is not bad.

Speaker 0

伙计们,它只是个工具。

It's guys, it's just a tool.

Speaker 0

这是第二个例子。

That's the second one.

Speaker 1

是啊。

Yeah.

Speaker 1

你早知道我喜欢微观管理。

You already know I like micromanaging.

Speaker 1

但我会有选择地进行。

But I pick and choose.

Speaker 1

我会以我的CEO迈克·古利克森为例说明。

And I'll give you example with my CEO, Mike Gullickson.

Speaker 1

他和我们的CFO保罗会汇报财务状况,讨论预测数据,以及失去或获得客户会怎样。

He and our CFO, Paul, report on financials, and they'll talk about projections and what happens if you lose a client or gain a client.

Speaker 1

当他们谈论那些琐事并给我发邮件时,我大多都忽略不看。

And when they talk about half the stuff and send me those emails, I ignore most of them.

Speaker 1

我根本不会留意。

I don't pay attention.

Speaker 1

为什么?

Why?

Speaker 1

因为他们对数字了如指掌。

Because they know the numbers like the back of their hand.

Speaker 1

当他们在邮件里说这个月业绩很好,X、Y、Z指标都超出预期时,我就直接忽略当晚剩下的内容。

And when they say in the email, it was a good month and we're ahead of forecast on X, Y, and Z, I just ignore the rest of the evening.

Speaker 0

你可以

You can

Speaker 1

把剩下的部分嚼碎。

chew out the rest.

Speaker 1

但如果情况糟糕,你就会想,哦。

But if it's bad, you're like, oh.

Speaker 1

是啊。

Yeah.

Speaker 1

所以当情况不妙时,我就会开始深挖数据,因为他们会发数据过来。

So when it's bad, mean, like, and I start diving into the numbers because they send the numbers.

Speaker 1

没错。

Yeah.

Speaker 1

我会逐个部门、逐个国家地查看。

And I look at division by division, country by country.

Speaker 1

我就想,到底是哪里出了问题?

I'm like, where was it bad?

Speaker 1

为什么?

Why?

Speaker 1

他们有自己的总结。

They had their summary.

Speaker 1

我直接跳过他们的总结去看数据。

And instead of reading their summary, I just skip to the data.

Speaker 1

是的。

Yep.

Speaker 1

然后我自己得出结论。

And I draw my own conclusions.

Speaker 1

没错。

Yep.

Speaker 1

之后我才会看他们自己的总结。

Then I read their own summary.

Speaker 1

嗯。

Mhmm.

Speaker 1

我会试着看看有没有什么差异。

And I try to see if there's any differences.

Speaker 1

我跳过他们的总结是因为我不希望他们的观点影响我对问题的判断。

The reason I skip their summary is because I wanna I don't want their summary to affect what I think is wrong or messed up.

Speaker 0

嗯。

Mhmm.

Speaker 1

所以我希望以全新的视角来看待问题,不带任何先入为主的观念。

So I want to look at it with like a clean slate with no preconceived notions of why something went wrong.

Speaker 1

然后我会看他们的总结,因为有时我可能注意到他们没发现的问题,或者他们注意到我忽略的地方。

And then I'll look at their summary because sometimes I may see something that they don't or they'll see something that I don't.

Speaker 1

是的。

Yep.

Speaker 1

然后我会深入细节,和他们一起工作。

And then I'll get in the weeds and I'll work with them.

Speaker 1

不过是的。

But Yep.

Speaker 1

你知道,我不相信在别人比你强的地方还要事无巨细地管理。

You know, I don't believe in micromanaging where someone's better than you.

Speaker 1

没错。

Yeah.

Speaker 1

但我确实认为,当某人有弱点时,你应该细致管理,在那个方面帮助他们。

But I do believe in micromanaging where someone has a weakness and you can help them in that area.

Speaker 0

对。

Yeah.

Speaker 0

或者你看到了他们没注意到的东西。

Or if you see something they don't see.

Speaker 0

所以是的。

And so Yes.

Speaker 0

顺便说一下,我的看法是,这要回到第一条:雇一个运营者,然后别挡他们的路。

My take on it, by the way, this goes back to number one, hire an operator and get out of their way.

Speaker 0

所以我的新CEO说,你知道,一两年后,你就不会这么深入参与了。

So my new CEO was like, so, like, you know, in a year or two, like, you're gonna, you know, not be as involved.

Speaker 0

我说,不不。

I'm like, I'm like, no, no.

Speaker 0

我会全程参与。

I'm gonna be involved the whole time.

Speaker 0

就是,我觉得她试图达到那种,哦,就是,我会放手的状态。

And like, like, I think she was trying to get get to like, oh, like, I'm gonna, like, let go.

Speaker 0

我的意思是,听着,如果我发现有什么东西坏了或者很严重,我会立刻介入。

I'm like, look, if I see anything that's, like, broken or it's big, I'm gonna jump in.

Speaker 0

没错。

And Yep.

Speaker 0

你会从中获得很大的优势。

You're gonna you're gonna get a lot of leverage from that.

Speaker 0

我只是想让你知道,我完全没有退缩的意思。

I I just want you to know that I'm not backing out at all.

Speaker 0

对吧?

Right?

Speaker 0

嗯,我已经试过四五次了。

Well, I've tried that, like, four or five times.

Speaker 0

没用。

Doesn't work.

Speaker 0

是啊。

Yeah.

Speaker 0

这是最后一个了。

Last one here.

Speaker 0

黑色星期五和网络星期一的周末是系统接受压力测试的时候。

The Black Friday, Cyber Monday weekend is where systems get stress tested.

Speaker 0

流量激增,库存快速流转,每一秒都至关重要。

Traffic surges, inventory moves fast, and every second counts.

Speaker 0

你需要一个为此刻而生的平台。

You need a platform built for the moment.

Speaker 0

这就是Shopify,支撑数百万商家和美国10%电商交易的商业平台。

That's Shopify, the commerce platform behind millions of businesses and 10% of all US e commerce.

Speaker 0

通过Shopify,您能快速上线——数千套模板和工具让您的网站不仅美观,更能随时转化客户。

With Shopify, you can launch fast with thousands of templates and tools that make your site not just beautiful, but conversion ready.

Speaker 0

Shopify内置智能工具,可自动撰写产品描述、页面标题,甚至优化产品摄影,助您在年度最繁忙时段扩大影响力。

Shopify is packed with helpful tools that write product descriptions, page headlines, and even enhance your product photography to increase your reach during the busiest time of the year.

Speaker 0

Shopify屡获殊荣的客服团队24小时待命,随时解决突发问题,让您快速回归业务,无后顾之忧。

You can also stress less knowing that Shopify's award winning customer support team is on standby twenty four seven to help with any issues that arise, allowing you to get back to business as fast as possible.

Speaker 0

今年黑色星期五,加入成千上万首次使用Shopify的新创业者行列。

This Black Friday, join the thousands of new entrepreneurs hearing for the first time with Shopify.

Speaker 0

立即注册免费试用,请访问shopify.com/marketingschool。

Sign up for your free trial today at shopify.com/marketingschool.

Speaker 0

网址是shopify.com/marketingschool。

That's shopify.com/marketingschool.

Speaker 0

访问shopify.com/marketingschool,让这个黑色星期五成为难忘的销售盛宴。

Go to shopify.com/marketingschool and make this Black Friday one to remember.

Speaker 0

我们聊过这类话题,但还是要再提这个老生常谈的商业建议。

We've talked about this kind of, but bullshit business advice again.

Speaker 0

比如'如果你精疲力尽,就需要去度假'这种话。

Like, oh, if you're burnt out, you need a vacation.

Speaker 0

但我们讨论过这个了。

But we talked about this.

Speaker 0

如果你感到精疲力竭,通常意味着你失去了动力。

If you're burnt out, usually that means you don't have momentum.

Speaker 0

你们公司有些地方运转不正常。

Something's not working in your company.

Speaker 0

是的。

Yes.

Speaker 1

所以你

So you

Speaker 0

度假回来,那些破事依然还在那里。

come back from vacation, that shit's still gonna be there.

Speaker 1

是啊。

Yeah.

Speaker 1

然后你就会想,哦,假期真是太棒了。

And then you're be like, oh, the vacation was so great.

Speaker 1

没错。

Yep.

Speaker 1

接着,哦,回来吧。

And then, oh, come back.

Speaker 1

现在你又重新感受到这一切了。

And now you're feeling it all over again.

Speaker 1

是的。

Yep.

Speaker 1

对于像埃里克和我这样的人来说,我们并不是在评判对错。

For people like Eric and I, and we're not saying this is wrong or right.

Speaker 1

如果出了问题,即便我们去度假,满脑子想的也都是问题和解决方案。

If something's going wrong and we go on a vacation, all we're thinking about is what's going wrong and how to fix it.

Speaker 1

所以我们其实无法真正享受假期。

And so we don't really enjoy a vacation.

Speaker 1

我记得我妻子说过,我们第一次去夏威夷时玩得非常开心。

And I remember my wife told me, you know, the first time we were in Hawaii, we had such a wonderful time.

Speaker 1

那时我们还在谈恋爱。

This is when we were dating.

Speaker 1

但第二次去夏威夷时,她就觉得不如第一次美好。

And then the second time we were in Hawaii, she's like, it wasn't as good.

Speaker 1

你人虽然在那里,心却不在。

You weren't there mentally.

Speaker 1

我说是啊,因为当时生意上有很多紧急状况需要处理。

And I'm like, yeah, because my business had a lot of fires that I had to put out.

Speaker 1

所以我根本无暇顾及其他。

So, I couldn't think about anything.

Speaker 1

嗯。

Yeah.

Speaker 1

第一次约会时,我不仅度过了愉快的一周或一个月,整个生意那年都很顺利,所以没什么需要救火的紧急状况。

And I was like, the first time we were dating, I was having not just a good week or a month, but I was having a good year in business, so there really wasn't tons of fires to put out.

Speaker 1

嗯哼。

Mhmm.

Speaker 1

这样我就能专注于她,享受在夏威夷的乐趣。

So I could focus on her and and having fun in Hawaii.

Speaker 1

是的。

Yep.

Speaker 1

而且我每天还是会工作。

And I would still work each day.

Speaker 1

没错。

Yep.

Speaker 1

但工作量被压缩到每天大概三四个小时,而不是十或十二个小时。

But the work was crammed down to maybe like three, four hours in a day versus like ten or twelve.

Speaker 0

哦,是啊。

Oh, yeah.

Speaker 0

你根本不在状态。

You weren't there at all.

Speaker 1

第二次的时候,我就想,老兄,我工作了十二个小时,而她就像‘哦,我接受这个’,我就觉得‘酷’。

So then the second time, was like, dude, I was working, like, twelve hours, and I was like she's like, oh, I accept this and I'm like, cool.

Speaker 1

那什么时候能完成?

So when's it gonna be done?

Speaker 1

我们什么时候得走?

When do we have to leave?

Speaker 1

然后当我在那儿时,一直用手机工作,她就问‘怎么了?’

And then when I was there, was on my phone working all the time, and she's like, what's wrong?

Speaker 1

我就说‘哦,生意不太好。’

And I'm like, oh, business isn't performing well.

Speaker 1

不想,你知道的,是啊。

Don't wanna, you know Yeah.

Speaker 1

用细节烦你。

Bore you with the details.

Speaker 1

我得解决问题。

I gotta fix problems.

Speaker 0

是啊。

Yeah.

Speaker 0

没错。

Yep.

Speaker 0

看。

Look.

Speaker 0

你脑子里还有其他什么狗屁商业建议吗?

Do you have any other bullshit business advice that comes to mind?

Speaker 0

这些只是我随口想到的三个。

Those are just three top of my head.

展开剩余字幕(还有 38 条)
Speaker 1

财富藏在细分领域里。

The riches are in the niches.

Speaker 1

这种建议我听太多次了。

I've heard that advice too many times.

Speaker 1

嗯哼。

Mhmm.

Speaker 1

我从没见过有人靠这个发财

I've never seen anyone get wealthy off of

Speaker 0

一个细分市场。

a niche.

Speaker 0

是啊。

Yeah.

Speaker 0

也许你可以从其中一个开始。

Maybe you start in one.

Speaker 1

先开始,然后你就能扩展。

Start and then you can expand.

Speaker 1

对。

Yeah.

Speaker 1

但有些人就是涉足太多太小的细分市场。

But some people just get into too many, like, small niches.

Speaker 1

嗯哼。

Mhmm.

Speaker 1

比如,有次有人想卖给我一门生意,因为我不买就气坏了。

Like, someone tried selling me a business one time and they got pissed off that I didn't buy it.

Speaker 1

那门生意是关于伴郎演讲的。

It was on best man speeches.

Speaker 1

嗯嗯。

Uh-huh.

Speaker 1

我就觉得,这市场也太细分了。

And I'm like, too much of a niche.

Speaker 1

我不知道你怎么把它扩展到非细分领域。

I don't know how you expand that out into a non niche.

Speaker 1

是的。

Yeah.

Speaker 1

你知道,新娘那边准备的,我不知道在另一边叫什么。

You know, bride made I don't know what it's called on the other side.

Speaker 0

顺便问一下,那是错误的方向吗?

By the way, is that the wrong way?

Speaker 0

就是说,如果你不想扩大规模,也没关系。

Like, if you don't wanna scale it, it's okay.

Speaker 0

但如果你想扩大规模,那么总可寻址市场就很重要。

But if you wanna scale it, the the total addressable market matters.

Speaker 1

没错。

Yes.

Speaker 1

对于某些细分市场,人们会想,'我先从一个小众领域开始,然后逐步扩展到更广泛的领域'。

And with some niches, people believe, like, oh, I'll start with a niche, and then, yeah, I'll scale it out to be not in a niche.

Speaker 1

但像伴郎致辞这种事,要跳出小众领域太难了。

But some things like a best man's speech, that's too hard to get out of a niche.

Speaker 1

即使你做了伴娘版本,接下来你还能做什么?

Even if you do the bridesmaids version, what are you gonna do next?

Speaker 1

所以犹太成人礼演讲之类的,你知道,就是

So bar mitzvah speeches, you know, like

Speaker 0

葬礼致辞。

Funeral speeches.

Speaker 1

葬礼致辞。

Funeral speeches.

Speaker 1

你可以开始挑选它们了,但它们都是小众领域,而且规模太小。

You can start picking them, but they're all niches, and they're too small.

Speaker 1

全部加起来后,仍然赚不到足够的钱。

When you add it all up, it still doesn't make enough money.

Speaker 0

是的。

Yep.

Speaker 0

而且那些东西的需求也不够旺盛。

And the demand's not quite there for those either.

Speaker 1

不。

No.

Speaker 1

确实不是。

It's not.

Speaker 0

是啊。

Yeah.

Speaker 0

真有意思。

That's funny.

Speaker 0

好吧。

Alright.

Speaker 0

今天就到这里吧,各位,明天见。

So that's it for today, guys, and we'll see you tomorrow.

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