艾玛·格雷德

如果我把这份工作做得足够好，我是否能建立正确的人际关系？

If I do this job well enough, am I gonna make the right relationships?

我是否经常处于合适的处境中，以至于能看到这段经历的某种终点？

Do I find myself in the right context frequently enough that I can see some kind of end to this part of it.

对我来说，我始终被那些能滋养我的人包围着，比如创意人员、设计师、造型师。

And I could, know, for me, I was constantly surrounded by the people that I felt fed by, like the creatives, the designers, the stylists.

虽然他们并非我的同龄人，但我与他们足够亲近，能够看清这一切。

And though they weren't my contemporaries, I was close enough to them that I could see it.

而且我学到了很多东西。

And I was learning a lot.

在我做过的所有工作中，我总是选择那些能让我学到东西的工作。

And I've always chosen in any job that I've had, am I learning enough here that even if you're doing not so great work, you're taking something from it.

所以对我来说，那在当时是个合理的妥协。

And so for me, that was a fair compromise to make at the time.

我很喜欢这一点。

I love that.

所以，我非常幸运。

And so, I was very lucky.

我想我人生的转机出现在我几乎是被从那家制作公司'救出来'的时候。

I think like my kind of break in life came when I was almost rescued out of that production company.

对于年轻时的我来说，我得到的教训是我在一个地方待得太久了。

I think for my younger self, the lesson for me was that I stayed in places for too long.

我本可以更早一点抽身的。

I could have probably chipped out a little bit earlier.

关于这一点。

Something about that.

是的，但你会感到非常舒适，然后开始相信你的价值与那个特定的地方或环境绑定了。

Right, but you feel so comfortable and then you start to believe that your value is tied to that particular place or circumstance.

所以对我来说，这是一个重要的教训。

And so for me, that was this huge learning.

就像是，我无论如何都能做到。

And was like, I can do this anyway.

事实上，我可以为自己做这件事。

In fact, I could do it for myself.

于是我接手了一份职责范围更大的工作。

And so I took another job where my remit was a bit bigger.

我记得当时它让我感到害怕。

And I remember it scaring me.

我记得自己的工作描述让我害怕，因为我觉得自己可能无法胜任。

I remember my own job description scaring me because I thought, I don't think I can do this.

我非常擅长随机应变，适应各种局面。

Like I'm very good at getting in a situation and winging it.

然后现实给了我当头一棒，我开始怀疑：我能完成这些目标吗？

And then the reality fell on me and I was like, Oh, can I meet these targets?

我能在舒适区之外搞定这笔生意吗？

Am I going to be able to close this business outside of my comfort zone?

我能在另一个地方、另一张办公桌前，和一群不同的人完成这件事吗？

Am I gonna be able to do this in another place, at another desk with a different bunch of people?

你最终还是会硬着头皮上，对吧？

And you just inevitably just get on with it, right?

我加入了一家新公司，在那里我遇到了我丈夫，以及我真正的第一批商业伙伴延斯和埃里克。

I got into a new company, which is where I met my husband and I guess my first real business partners in Jens and Eric.

他们给了我很大的发挥空间。

And they really gave me a lot of rope.

他们就像在说：放手去做吧。

They were like, You go for it.

这家公司是做什么的？

Now what was this company?

后来怎么样了？

What happened?

它叫星期六集团。

It was called the Saturday Group.

他们旗下有一系列极其成功的机构，涉及时尚广告、公关、批发销售等多个领域。

And they had a wildly successful group of agencies in and around fashion advertising and PR and wholesale selling and lots of things.

他们非常成功，最终将那家公司卖给了宏盟集团。

And they were very successful and ended up selling that company to Omnicom.

经过多次转型，我从公司的一个基层岗位做起，逐步晋升，直到他们主动提出：'你知道吗，你真的应该独立门户，我们会支持你单干。'

And through a number of transitions, I started in one place in that company and then worked my way up to the time where they actually said, you know what, you really ought to, we're gonna set you up on your own.

于是我创立了一家名为ITB的公司。

And I started a company called ITB, which that was like my first proper thing.

我想那时我24岁，那些人确实为我提供了完善的创业基础，使我能够充分发挥所长——也就是与人才和品牌建立经纪合作关系。

I think I was 24 and those guys gave me really the infrastructure to be able to do what I did very well, which was go out on broker partnerships with talent and with brands.

但他们给了我一切，更重要的是给了我机会。

But they gave me everything and more than anything, they gave me a chance.

他们自己也很年轻。

They were very young themselves.

但对他们而言，24岁的总经理并不像我认为的那样可怕。

But to them, a 24 year old managing director wasn't as scary to them as it was to me.

他们反而说：'不，你很了不起。'

They were like, No, you're amazing.

当然，你一定能做到这件事。

Of course, you're going to be able to do this.

我当时就想，既然他们认为我足够优秀，那我一定就是。

And I was like, Well, if they think I'm good enough, then I must be.

那确实是我开始掌管一家公司、掌握自己时间并初步理解如何创建事业的起点。

And so that was really the beginning of me being in charge of a company and in charge of my own time and beginning to understand how to build something.

我非常幸运，在延斯和埃里克身上几乎看到了现成的蓝图，对吧？

And I was very lucky in both Jens and Eric that I had almost a blueprint, right?

他们四处奔走，建立代理机构、收购代理公司，然后将它们整合成一家完整的企业。

They were going around and they were building agencies and acquiring agencies and then putting them together in a whole company.

我当时就想，我要观察学习，并为自己复制这种模式。

And I was like, I'm gonna watch and learn and model this out for myself.

回顾那段经历，你认为从这些前辈身边工作时学到的最宝贵经验是什么？这些经验如何为你后来

What do you think looking back were some of the best lessons that you learned working so closely under those guys and then eventually getting ready

创立自己的公司做好准备？

to launch your own company?

现在哪些经验教训让你印象最深刻？

What lessons stand out to you now?

这真的很有趣。

It's really interesting.

有太多经验教训了。

There are so many lessons.

我觉得直到今天，我仍然很幸运能拥有优秀的商业伙伴。

And I think that even to this day, I'm really lucky that I've had great business partners.

我确实记得早期Yen对我说过：赚钱其实很容易，但找到好伙伴却很难。

And I do remember in the early days, Yen saying to me, Money is really easy to come by and great partners aren't.

我认为这个道理至今适用，尤其是当你拥有像Good American这样光鲜亮丽的初创公司时。

And I think that's something that's true of today, especially when you have a beautiful gleaming startup like Good American, right?

资金很容易获得。

The money's easy.

人们都迫不及待想投资我们公司，因为它非常成功，数据看起来也很漂亮。但好的合作伙伴、战略伙伴，那些无论顺境逆境都与你同在的人却很难得。

Like people are chomping at the bit to come and to invest in our company because it's very successful and the numbers look glorious, but good partners, strategic partners, people that are going to be with you in the thick and in the thin.

随着公司的发展和扩张——这过程总是充满挑战——这类合作伙伴会变得更加难寻。

And as you grow and scale a company, which inevitably it's always difficult, those partners are much harder to find.

所以我早就明白金钱其实是最廉价的资源，这点我很清楚。

And so I think I learned that money was cheap really early on, I knew that.

因此我从不刻意寻找那些财力最雄厚的投资人。

So I was never fishing around for the people with the biggest checkbooks.

我一直在寻找最优秀的战略合作伙伴。

I was fishing around for the best strategic partners.

我给自己定了个原则——实际上效果很好，包括Good American至今唯一一轮融资时——核心问题是：谁才是正确的战略商业伙伴？

And I kind of gave myself, and actually it was great, even Good American when we did our first and only round to date, it was much more about who are the right strategic business partners?

其次才是：我是否愿意与你共进晚餐？

And then the second question is, am I willing to have dinner with you?

因为我不想要那些共处一室就让我不愉快、理念不合、无法提供战略协同的投资者。

Because it's like, I don't want investors that I'm not happy in a room with and that don't share my vision and don't offer any strategic alignment.

很早就认清这点并将其铭记于心，这非常重要。

And knowing that and having that in my head from a very early age was important.

另一件事则完全与人有关。

And then the other thing was really around people.

我认为这是最重要的因素之一，因为没有人能单打独斗。

And I think that's one of the biggest single things to me because nobody does it alone.

要投资你的团队，要明白你的员工——我的私人助理说得最好。

Investing in your people, understanding that your workforce, my PA says it best.

他说：'基层支撑着高层'。

He says, The bottom holds up the top.

这句话千真万确。

And it's really, really true.

所以你必须让自己身边围绕着优秀的人才。

So you have to surround yourself with really great people.

我不知道与微观管理者相反的是什么，但我是微观管理者的反面。

And I'm like, I don't know what the opposite to a micromanager is, but I'm the opposite of a micromanager.

核心理念是雇佣最优秀的人，然后给他们充分施展的空间。

The idea is to employ the best people and then get out of their way.

这完全是我在商业中的核心理念。

And that has been my ethos in business entirely.

在某些时候，这意味着我支付给为我工作的员工的薪水比我某些业务中自己的薪水还高。

And that at some points has meant me paying people that come to work for me more than I'm paying myself in some businesses.

所以如果你自尊心强，这在早期可能是个难以接受的事情。

And so that's, if you have a big ego, can be a kind of hard thing to swallow early on.

但对我来说，这是为了公司。

But for me, was about the company.

我在构建什么？我想在这里创造什么？

What am I building and what am I trying to create here?

有时你需要不同的专业人才，必须慷慨支付报酬。

And sometimes you need different expertise other than your own and you have to pay for those handsomely.

所以你必须学会放手。

So you gotta get out of your own way.

你必须把自尊心放在一边。

You have to park your ego to the side.

我真的很认同这一点。

I really love that.

我非常赞同。

I love that.

压力、睡眠、无论是在健身房还是工作中，这些因素都影响着我们的表现。

Stress, sleep, whether we're in the gym or at work, these things shape how we perform.

就我个人而言，我一直在努力降低自己的压力水平。

I know that personally, I'm constantly trying to reduce my stress levels.

嘿，2020年大家都懂吧。

Hello, 2020 anyone.

考虑到我们共同经历的这一年，我想大多数人都有共鸣。

And really, considering the year we've all had, I'm guessing most of you are relating.

这就是为什么我很高兴分享我最近加入日常习惯的东西。

That's why I'm excited to share something I've recently added to my daily routine.

它让我的压力水平有了天壤之别的改善。

It's made a world of difference in my stress levels.

它叫NuCom。

It's called NuCom.

NuCom是全球唯一一款此类压力管理系统。

NuCom is the world's only stress management system of its kind.

经过超过百万次临床验证，它能改善睡眠、减轻压力、促进恢复，且无需药物且无副作用。

It's clinically proven in over a million sessions to improve your sleep, reduce your stress, and boost your recovery with no drugs or side effects.

NuComm系统采用前沿神经科学技术，包含三种非侵入性、非药物性物品，所有物品都包含在您的月度订阅中，而且花费比一杯日常咖啡还便宜。

The NuComm system uses cutting edge neuroscience and consists of three non invasive and non pharmaceutical items, all of which are included in your monthly subscription, and they cost less, you guys, than a daily cup of coffee.

整个过程不仅易于使用，还能轻松融入您的日常生活。

The whole process is not only easy to use, but it's easy to work into your daily routine.

相信我，规律生活曾是我的噩梦。

Trust me, routine is my nightmare.

所以连我都能做到，任何人都可以。

So if I can do it, anybody can.

我每天下午感到一天的压力开始累积时就会使用NuComm，几分钟内——真的不夸张——我就会感到更加放松和平静。

I use NuComm every afternoon when I start feeling that intense pressure of the day wearing on me, and within minutes, I am telling you, I am more relaxed and calm.

完成NuComm疗程后，我感觉完全恢复了活力。

And after my NuComm session's over, I feel totally recharged.

我能集中注意力了。

I'm focused.

准备好迎接接下来的工作，还能享受美妙的夜晚。

I'm ready to tackle the rest of my day and have an amazing night.

我特别喜欢它操作简便的特点。

And I'm really into how simple it is to use.

你只需将NuComm生物信号处理盘贴在左手腕上。

You apply a NuComm BioSignal Processing Disc to your left wrist.

我知道这听起来很高科技。

I know it sounds so high-tech.

它就像一个小贴纸。

It's like a little sticker.

打开NuCom应用并连接耳机。

You open the NuCom app and you connect your headphones.

你戴上NuCom智能面罩。

You put on your NuCom iMask.

没错，他们也会送你一个。

Yes, they send you one of those too.

然后你只需坐好，聆听他们专有的神经声学软件。

And you sit back and you listen to their proprietary neuro acoustic software.

它会传送特定频率，将你的脑波功能减缓至最佳放松与恢复所需的水平。

It delivers specific frequencies that slow your brainwave functions to levels that are required for optimal relaxation and recovery.

无需药物，无需等待效果，更不用专门去诊所。

No drugs, no waiting for results, no need to go into an office.

这是纯天然的方式，几分钟就见效，在家就能完成。

It's all natural, it works in minutes, and you can do it at home.

所以掌控你的压力水平，改善睡眠质量，为大脑重新充电吧。

So take control of your stress levels and improve your sleep, and recharge your mind.

你可以像我一样，用NuCom掌控每一天。

You can do what I did and own the day with NuCom.

我为听众们专门准备了一个特殊链接。

I have a special link that's set up specifically for my listeners.

访问wipnucom.com，即可享受NuCom三十天订阅的五折优惠，还有退款保证。

If you go to wipnucom.com, you will get 50% off your thirty day subscription of NuCom, and there's a money back guarantee.

说真的，你还在等什么呢？

So honestly, what are you waiting for?

我来给你拼写一下这个网址。

I'm gonna spell that out for you.

网址是wipnewcom.com。

It's wipnewcom.com.

也就是wipnucalm.com。

That's wipnucalm.com.

尽情享受吧。

Enjoy.

你刚才说了什么。

You said something.

这句话以一种特别的方式击中了我，但接着你又说了别的，我的思绪就跟着你跑了。

It struck me in such a way, but then you said something else, and my brain just followed you there.

我当时就想，我刚才说什么来着？是不是关于雇佣优秀人才然后放手让他们发挥的事？

And I'm like, what was I Was it something about hiring good people and getting out of their way?

是你之前提到的那个观点，哦，就是你在说接受谁的投资的时候。

It was the point before, oh, when you were talking about who you take money from.

对。

Yeah.

当你提到愿意接受哪些人投资时，有句话让我印象深刻——你说'我得愿意和你共进晚餐才行'。

It stands out to me when when you're referencing who you're willing to allow to invest because you say, well, I wanna have dinner with you.

我学到这个教训的经历是：在充满toxic人群的工作环境中，人们总说'人生苦短'。

My version of learning that lesson, being in workplaces with toxic people, everyone always says, well, life's too short.

而我学到的是：人生他妈的可太长了，百分百同意。

And what I learned is life is way too fucking long A 100%.

被一群你无法忍受的人包围，他们让你恨不得挖出自己的眼珠，或者捅破自己的耳膜。

Surrounded by a bunch of people you can't stand who make you wanna gouge your own eyes out or like poke your out your own ear drums.

是啊。

Yeah.

懂吗？

Know?

对吧？

Right?

你要和这些人共度余生。

You're with these people forever.

一辈子。

Forever.

比你与配偶、朋友或任何人相处的时间都长。

More than you're with your spouse, your friends, anyone.

所以你最好喜欢那些人。

So you better like those people.

百分之百。

100%.

还有一点就是作为

And that's another thing that as

女性，不必和每个人都相处融洽。

a woman, don't have to get on with everyone.

这确实是我实际在做的事情。

It's like really what I actually do.

事实上，我需要和绝大多数人相处融洽，我们不必都是同一类人。

In fact, I need to get on with the vast majority of people and we don't all need to be the same type of person.

这是另一回事。

That's something different.

但我所在的公司——Good American确实肩负着使命。

But I'm on a company or in a company that's on a mission and Good American really is on a mission.

所以你要么理解并相信这个使命，

And so you either get it and you believe in that.

因为我们所做的事情并不容易，你需要那些心态正确、愿意付出额外努力的人，而不是只会说'哦，事情不是这样做的'的人。

And because what we're doing isn't easy, you need people that are of the right mindset, that are willing to go the extra mile and not go, Oh, well, that's not the way things are done.

所以我们就跳过这个话题吧。

And so we'll just skip over that.

不，我需要那些和我有相同理念的人，那些和我一样在乎并且愿意为这些问题奋斗的人。

No, I need the people that have the same idea as me, that care as much as me and are willing to fight those issues.

而且想要改变事物的运作方式

And that wanna change the way things

的人。

are done.

这不是现状。

It's not the status quo.

就像，没错，我们不就是想要改变现状吗？

It's like, yeah, isn't the whole point that we wanna change the status quo?

是的。

Yes.

我们想要提升人们认为的基准正常或可能的标准？

We wanna elevate what people consider to be baseline normal or possible?

没错，这正是关键所在。

Yeah, that's the entire point.

对我来说，我认为员工是任何企业中最宝贵的资产。正如我所说，让他们与你保持一致只是第一步。

And I think that for me, is your people are your single best asset in any And so, like I said, just having them aligned with you is one thing.

接着你需要考虑如何留住员工，并带领他们共同成长。

Then you've gotta think about keeping people and bringing them on a journey.

而且，我们当下都过于关注自我和职业发展。

And also, we're all at this point in time obsessed with ourselves and obsessed with our careers.

因此你必须为员工创造空间，打造适合的公司环境，让他们能够成长并真正将自己视为长期未来的一部分。

And so you've gotta be able to make space for people and create the right type of company that people can grow in and really see themselves as part of in the long term future.

是的，一个在工作层面之外还能提供成就感的空间。

Yeah, a space that offers fulfillment on more than just a working level.

在你构建这一切并创立公司的过程中，你提到开始与现任丈夫共事。

So as you were building all of this and you built and launched your company, mentioned that you began working with your now husband.

同时发展事业和恋爱关系会不会很疯狂？

Was that a crazy thing to be parallel pathing work and your romantic relationship?

还是说这感觉就像一场冒险？

Or did it just feel like an adventure?

这很有趣，因为

It's so funny because

现在我经历过而且搞得很糟糕。

now I've done it and done it terribly.

是啊，

Yeah,

我确实记得很早就在想，这真是个糟糕的主意。

I do remember thinking very early on, this is a really bad idea.

如果这事搞砸了，影响可比单纯有个糟糕男友严重多了，对吧？

And if this doesn't work out, it impacts so much more than just having a bad boyfriend, right?

所以我觉得有必要说明，我嫁了个瑞典男人，这对其他嫁给瑞典男人或女人的人来说会更有共鸣。

So I think it's really important to say, I married a Swedish man and that will mean more to other people that are married to Swedish men or women.

但我丈夫很擅长保持界限感。

But my husband has a really good way of being able to have separation.

我从未得到过任何特殊优待。

There's never been any special preference for me.

事实上，作为既是伴侣又是商业伙伴的两个人，我总是能从他那里得到毫无保留的反馈和想法。

And actually, if anything, as two people that were in a relationship and in business together, I always got the benefit of his unfiltered feedback and thoughts.

这种方式对我而言极其有帮助。

And in a way that's been super, super helpful for me.

我很坦然地说延斯是我重要的导师，我们有着相当独特的工作方式。

I'm not embarrassed to say that Jens is a huge mentor of mine and we have a way of working together that's pretty unique.

我们能够维持商业关系，并且时刻都在讨论工作。

We're able to have a business relationship and we talk about work all the time.

人们常说，你们有什么相处原则吗？

People say, you know, do you have a rule?

比如一进家门就绝口不提工作。

You get through the door and you don't ever speak about business.

我倒不害怕打破这种规则。

I'm not afraid not.

我们无时无刻不在讨论工作，但这正是因为我们真心热爱所从事的事业。

We talk about it all the time, but that's because we really love what we do.

而且我们身处独特而幸运的境地，能够从事我们真正热爱的事情。

And we're in a unique and privileged situation to be able to do things that we really, really love.

因为你不仅仅是在谈论工作，

Because you're not just talking about work,

你实际上是在谈论你的激情所在。

you're actually talking about your passion.

百分之百。

100%.

这才是最重要的。

And that's the big thing.

而且还要有一个理解我激情的合作伙伴。

And also to have a partner that understands my passion.

所以不仅仅是‘好吧，让我们带着孩子彻底改变生活搬到地球另一端’，而是有人真正懂你。

So not only is, okay, let's uproot our kids in our whole life and move halfway across the world, but someone who gets it.

所以当我谈论业务的复杂性时，他完全能理解。

And so when I'm talking about the intricacies of the business, he fundamentally understands it.

这真的非常重要。

So that's really important.

我从未有过一刻觉得，也许这不是该做的事。

It never was something that I felt for a second, maybe this isn't the right thing to do.

但当你爱一个人时，你就会义无反顾地坚持下去。

But then when you love someone, you love someone and you just get on with it and go for it.

谢天谢地，十二年了，一切依然安好。

And thankfully, I'm twelve years in and it's still okay.

是啊，

Yeah,

你得把恐惧抛到一边，当它

you gotta put your fear aside when it's

起作用的时候。

working.

当它有效运转时，是的，

When it's working and when it's Yeah,

我太喜欢了。

I love that.

你们是怎么决定彻底改变生活搬来这里的？

How did you guys decide to uproot your life and move here?

那是什么时候？这个决定的催化剂是什么？

And when was it and what was the sort of catalyst for the decision?

真的，这很大程度上是由Good American主导的。

Really, it was very much led by Good American.

我做了世界上最愚蠢的事，就是在世界的另一端创办公司，而自己却住在这一端。

I did the world's most stupid thing, which was to start a company on one side of the world when you live on the other side.

事情很快就变得非常明显，我可以说在Good American即将上市的那些日子里，你会有种预感，对吧？

And it became so apparent so quickly, I would say in the days leading up to the launch of Good American, you get a feeling, right?

当你创办过企业时就会知道，当你发现某个机会时你心里是清楚的。

You know when you've started businesses, you know when you're onto something.

我记得克洛伊还对我说过，我发了这条动态，平时大概能收到X条评论，但这次翻倍了。

And I even, I remember Chloe saying to me, you know, like I posted this thing and I usually get X amount of comments and you know I got double.

我当时就说，哇，这太棒了。

And I was like, Well, that's amazing.

也许人们是真的为你创业感到兴奋，因为他们在乎你的事业。

Maybe people are really excited that you're starting a business that they care about.

哇哦。

Wow.

我们开始感受到一种强烈的兴奋和善意。

And there started to be this feeling that we were generating an enormous amount of excitement and goodwill.

这不仅仅是媒体报道，你知道，当你和科勒·卡戴珊合作时，当然会有铺天盖地的报道，但这次远不止如此。

And it wasn't just press, you know, it's like, of course, when you work with Khloe Kardashian, you get lots and lots of press, but it was beyond that.

伴随着所有评论而来的，是一种欢欣鼓舞的氛围，就像在说：没错，这正是我们期待已久的。

It was the commentary that came along with all of that, this kind of, you know, joyful, you know, fist pumping the air of like, yeah, this is exactly what we've been waiting for.

那感觉真的很棒。

And it was really joyful.

所以在产品发布前我就有预感，而发布当天更是创造了历史——虽然这个故事我已经讲过很多次，就不赘述了，但我确实低估了这次发布的规模。

And so I definitely had the feeling before launch and then the launch happened and, you know, it shall go down in history and I've told this story so many times before, so I won't over egg it, but I underestimated the size of the launch.

Good American的发布取得了惊人的成功。

It was wildly successful at Good American.

我们首日销售额就突破百万美元，结果库存全部售罄。

We did a million dollars of sales on the first day and we were out of stock.

于是我们面临了全新的难题：当顾客对你的产品展现出巨大购买热情时，你却无货可卖该怎么办。

And so then we had a completely different set of problems, which is how do you, you know, you've got this incredible appetite and a customer waiting to buy your product and you have nothing to give them.

如果你了解Cloven的生产流程，就知道它不可能在几周内就完成。

And if you know about Cloven production, you know, it doesn't turn around in a couple of weeks.

于是我们接下来有8到12周的时间都在想：下一步该怎么办？

So you've then got eight to twelve weeks where we were like, what's next?

我们该如何让这一切运转起来？

How are we gonna make this work?

我们该做些什么？

What are we gonna do?

所以我真的赌了一把，相信这事能成。

And so I really took the gamble that this was going to work out.

即便不成，这也像是一种使命召唤。

And even if it didn't, it felt like a calling.

对我来说，这是我第一次真切感受到这种风暴般的状态——当你的所作所为获得如此一致的认可和如此高涨的热情时。

And so for me, I really felt that for the first time, I'd found myself in this storm of when there's such alignment and such excitement about what you're doing.

我当时就想，我必须在那里。

I was like, I need to be there.

我必须做这件事。

I need to do this.

那时我丈夫非常支持我，我们当时有个三个月大的婴儿和一个刚学步的孩子。

And my husband was so supportive at the time, we had a three month old baby and a toddler.

他说，你需要搬到洛杉矶，我们就该这么做。

And he was like, You need to move to LA and we should just do that.

于是接下来的三个月里，我们收拾行装，租住在这里，而我要去卡尔弗城工作，那里的一切都截然不同。

And so within the next three months we were packed up and we were living here in a rental and I was going to work in Culver City, which is so different.

我甚至不会开车。

I couldn't even drive.

我当时想，我要怎么在洛杉矶生活却不开车呢？

I was like, How am gonna live in LA and not drive?

那些能在街上拦到的出租车都去哪儿了？

Where are the taxis that you hail on the street?

谢天谢地，这确实是个巨大的生活转变。

Thank God for It really was this huge life change.

当你有个小宝宝时——当然不是所有女性都这样——但产后三个月，你的头脑真的不太清醒。

And when you have a baby, for me, it's not the same for all women, but three months in, you are really not of your right mind.

你的脑子还像炒鸡蛋一样混乱。

You are still scrambled eggs.

你要照顾这么个小不点。

You've got this tiny little human.

然后你突然要同时照顾两个孩子和一份全新的事业。

You then got two of them and a brand new business.

所以就像是有三个孩子，每个都在拉扯我心的不同部分。

So it was like, I had these like three kids that were all pulling at different parts of my heart.

我只是觉得在同一个时区会更合理些。

And I just thought being in the same time zone would be sensible.

所以搬到这里来，这个决定基本上是为我而做的。

So moving here was, the decision was made for me essentially.

克洛伊作为出色的商业伙伴，她非常支持我，真的帮我处理了所有需要的事情，比如医生、牙医、去哪做头发等等这些琐事。

And Chloe being the brilliant business partner that she is was so supportive and really helped me like with all the things that you need, doctors and dentists and where to go and get my hair done and all this soft stuff.

我几乎是拿到了一份超棒的清单和推荐。

And I kind of arrived to this amazing list of things and recommendations.

所以我相当轻松快速地安顿下来，能够继续生活并投入事业。

And so I kind of settled in pretty easily and quickly and was able to get on with it and get on with the business.

太棒了。

That's amazing.

是啊。

Yeah.

真幸运。

Lucky.

所以当我们谈到筹备上市时，知道这是件大事，实际上已经有种持续的热潮，女性们都在说'我们需要这个'。

So when we talk about leading up to launch, knowing that this was a big deal, there there was essentially like a drumbeat happening with women saying, we want this.

百分之百。

100%.

令我印象深刻的是，你创立了一家旨在服务所有体型女性的公司。

And what strikes me is that you built a company meant to service every kind of body.

是啊。

Yeah.

但事实上，特别是自从我们相识后，我现在密切关注你和你的企业，因为通过了解你，我理解了其中的意义。

But really and especially since we got to know each other, I follow you so closely now and your business so closely because I understand it from knowing you.

这不仅仅是个品牌，我知道这是一场运动。

And rather than it just being a brand, I know that it's a movement.

没错。

Yeah.

在我观察这个品牌自我们初次见面那晚后的成长过程中，我意识到它不仅是为各种体型设计的品牌，更是为各类女性而生的

And what I realized in watching the brand grow after that first night we hung out is that it's a brand for every kind of body, but it's for every kind of woman

100%认同

100%.

适应每一种生活方式

With every kind of life.

没错

Yes.

正如你所说，这意味着无论是母亲、非母亲、事业型女性、娇小丰满的女性、高挑纤细的女性、高挑丰满的女性、娇小纤细的女性、中等身材的女性，还是运动员女性等等，这个名单可以一直列下去。

And to your point, that means women who are moms, women who are not moms, women who are into career, women who are short and curvy, and women who are tall and thin, and women who are tall and curvy, and women who are short and thin, and women who are in between, and women who are athletes, and women who are, the list goes on.

是的。

Yeah.

以前从未有人真正照顾到我们所有人的需求。

And no one has ever really catered to all of us before.

请允许我补充，我认为世界上许多带着偏见的人——因为这类人确实不少——可能没想到卡戴珊家族的人会做出这样的举动。

And if I may, I don't think that was something that a lot of the sort of haters out there in the world, because there are plenty might've expected from a Kardashian.

确实如此。

Absolutely.

这正是最棒的一点，因为它让所有人都猝不及防，对吧？

And that was one of the best things about it because it hit everybody upside the head, right?

这完全超出了人们的预期。

That's not what The you expected mission.

是啊。

From Yeah.

我认为她非常聪明，尽管外界对卡戴珊家族有诸多评价，上帝知道我每天都会收到没完没了的各种意见。

And I think that she is so smart because whatever we, and there are so many opinions about the Kardashian family and God knows I am subjected to people just giving me their opinions out of nowhere.

我觉得我们必须思考的是这个家族对文化产生的深远影响，对吧？

I think that what we have to think about is how much that family have changed in culture, right?

说到底，我们谈论的是一群按照自己的意愿生活的女性，她们既体贴善良又积极投入，却始终忠于自我。

At the end of the day, we are talking about a group of women that live life on their own terms and are thoughtful and kind and engaged, yet they are who they are and they do what they wanna do.

我想很多女性都感到沮丧，因为我们既想参与政治又希望能自由穿着展示自我。

And I think so many of us as women are frustrated that we can't be politically active and yet wear what we want and show what we might want.

你无法展现性格中这些平等的面向，仿佛你只能有一种样子。

You can't show these equal sides of your personality that somehow there is this juxtaposition of you can only be one way.

那么，我们该把你归入哪个类别呢？

Well, silo can we put you in?

你是聪明还是性感？

Are you smart or are you sexy?

问题就在于这种光环效应，对吧？

And the aura is the issue, right?

如果你是AOC（亚历山德里娅·奥卡西奥-科尔特斯）涂着红唇戴着耳环出现，人们就突然无法严肃对待你。

If you are AOC and you turn up wearing a pair of hoops with a red lip, suddenly we can't take you seriously.

如果你是emerita（荣誉退休教授）决定去白宫外抗议，但当天没穿内衣，这反而成了新闻焦点，而不是你抗议的内容。所以我认为，我们公司的初衷是展现女性的多元面貌。

If you're emerita and you decide to go and protest outside the White House, but you weren't wearing a bra that day, that becomes the news story as opposed to what you were actually protesting So before, I think that the idea of our company was that women are many different things.

我们选择的外在装扮，不该附带关于我们身份的先入为主观念。

And what we decide to wear on the outside shouldn't come with this pre requisite of an idea of what we are.

因此我和克洛伊从一开始就试图传达：女性本就有着不同的体型、背景和族裔。

And so I think that what Chloe and I were trying to do right from the beginning was to say, women come in many different shapes and sizes and backgrounds and ethnicities.

而我们所有人想要的，抛开这些差异其实都是一样的，对吧？

And what we all want is exactly the same regardless of all of that, right?

就像，我们都希望能感到自信，但感觉我们的时尚选择完全被像尺码这样的因素所支配。

It's like, we all wanna be able to feel confident and we feel that what our choices are in fashion is being completely dictated to us based on something like size.

在这个时代，当我们谈论女性选择权、女性赋权、同工同酬、平等权利和女性权利时，这一切居然会归结为——可能是纽约会议室里某个白人男性决定18码的裙子必须有袖子、必须斜裁、必须过膝——这简直荒谬至极。

And that is just crazy in this day and age when we talk about female choice and female empowerment and equal pay and equal rights and women's rights, like all of that to kind of boil down to the fact that like some, probably white guy at a boardroom table in New York is deciding that at a size eighteen, you have to have a sleeve on a dress and it has to be bias cut and it has to come below your knee is ludicrous.

这简直太疯狂了。

Like that's just insane.

因此我认为从一开始，我们就做了几个选择，为公司确立了几项原则，并且从未退缩。

And so I think right from the very, very beginning, we just made a couple of choices and we set out a couple of principles for our company and then we never backed down.

这难道不是最关键的吗？因为每个人最初都怀揣着宏伟的愿景。

And wasn't that just the biggest thing because what happens is everybody starts out with this grand idea.

我认为克洛伊和我最大的不同在于，当所有人都说尺码范围太大时，我们拒绝妥协。

And I think the big difference in Chloe and I was that as everybody says, size range was too big, we're not going to take that.

我们就只做这部分。

We'll just do this part.

我们拒绝了，说'不，谢谢'。

We went, no, thank you.

因为我们处于一个绝佳的位置，已经认定公司的原则是最重要的。

Because we were in this brilliant position where we'd already decided that the principles of the company were the most important thing.

而且

And that

就是这样。

was it.

如果不符合原则筛选标准，那就不合适？

And if it doesn't fit the principle filter, it doesn't fit?

确实不合适。

It doesn't fit.

这没关系。

And that's okay.

实际上当时做的某些决定，我们真的非常...该怎么说呢？

Actually some of those decisions that were made, and we were, we were so, what is the word?

我们最初对自己有着宏伟的设想，但后来意外创造的这个绝妙筛选机制，让决策变得异常简单。

We had like such grand ideas of ourselves in the beginning, but it was this brilliant filter that we created by accident, which made decisions really easy to make.

我们会说：'不行，如果你不能全面配合，就不能合作'。

We're like, Oh no, you can't have it if you don't do everything.

或者说：'不行，如果你不使用我们展现多元女性形象的图库，就不能合作'。

Or like, Oh no, if you don't use our imagery, which shows women exactly as we believe, which is like not one type, then you can't have it.

这实际上在初期就帮我们筛除了很多选项，避免了事后反复纠结——比如面对200万美元的生意却要拒绝时的那种挣扎。

And so actually sorted a lot out for us in the beginning without us having to kind of go back, regroup and be like, Oh my God, but this is like $2,000,000 of business that we're saying no to.

我们坚持：'不合适就是不合适'。

We're like, It doesn't fit, it doesn't fit.

就这么简单。

Off we go.

无所谓。

Doesn't matter.

那么你们具体设定了哪些筛选标准呢？

So what were the parameters you laid out?

甚至在那之前，你们俩是怎么结识并决定做这件事的？

And maybe even before that, how did the two of you link up and decide to do this?

然后哪些内容被列入了不可协商的清单？

And then what went on the non negotiable list?

太多了。

So much.

克洛伊和我，在共同创办Good American之前完全不认识。

So Chloe and I, we never knew each other before we started Good American together.

我通过娱乐营销工作认识了克里斯·詹娜。

I knew Kris Jenner from my days as working in entertainment based marketing.

我为克洛伊向克里斯推销了这个创意。

And I pitched the idea to Kris for Chloe.

我知道如果想做成什么事，就得找克里斯·詹娜推销点子，她会判断是否适合她的客户。

So I knew that if you wanted to get something done, you you go to Kris Jenner and you pitch her an idea and she says it's either interesting or not for one of her clients, I.

呃

E.

她的女儿们。

Her daughters.

我跟她说了这个想法，她有点心不在焉地听着。

And I told her about this idea and she kinda like half listened to me.

她说感觉不错，艾玛，但你需要向克洛伊推销这个想法。

She was like, This feels good, Emma, but you'll need to pitch it to Chloe.

对我来说，那时matter。

And so at that point for me, it was a decision that, Do you fly to LA to pitch this to Khloe Kardashian?

我对此充满热情，所以决定就这么做。

And I felt so passionate about the idea that I just decided yes.

于是我见到了克洛伊，给她看了我在飞机上临时做的几页PPT。

And so I got into a meeting with Chloe, I showed her a couple of pages of a PowerPoint that I'd done on the plane, literally on the way over.

当时还不叫Good American，只是个临时名称，很难听。

It wasn't called Good American at the time, it was like a working name, it was a terrible name.

她直接说：这名字烂透了。

And she was like, that's a shit name.

我当时就想，我得想个更好的名字。

I was like, I gotta come up with a better one.

只是，你知道，我还没注册任何商标。

Just, you know, I haven't got anything trademarked yet.

然后克洛伊，那真是个神奇的时刻——有人能接上你没说完的话。

And so Chloe, it was just one of those amazing moments where someone finishes your sentence.

就在那一刻，我意识到克洛伊就是那个对的人。

And in that moment, realized Chloe is the girl.

她一直处于这种与她那群美丽耀眼的姐妹们若即若离的状态，尽管她本人既漂亮又风趣，魅力十足且极具亲和力，但每次造型师进房间时，她总是被边缘化，成为事后才被想起的对象。

She is the person that's been on this kind of cusp with these beautiful and glorious sisters of her, where she's always been this fringe and this afterthought for any stylist coming in the room, despite being beautiful and funny and so charming and so charismatic.

哦，明智。

Oh, wise.

她真的就是那种'哦对了，我们晚点再考虑给她穿什么'的态度。

She's literally like, Oh yeah, like we'll think about what to put on her later.

于是我意识到，让科勒参与进来具有巨大价值，因为她亲身经历过这种被压在底层的处境。

And so what I realized is there was such value in having Khloe involved because she'd lived this, she'd been bottom of the pile.

她曾去过那些不售卖她尺码的商店。

She'd been in stores where they couldn't, they didn't carry her size.

克洛伊最大的优势之一就是她真正理解自己的粉丝群体和我们未来的客户群体。

And she really intrinsically, and this is one of Chloe's biggest strengths that she really understands her fan base and our eventual customer base.

从她的个人经历中我们学到了很多，同时她也能够深入了解她的粉丝群体。

And so there were so many learnings that came out of her personal experiences, but also her being able to tap into her fan base.

现在我们称之为社群管理。

And right now we call it community management.

当时只有这些人会回应我们，因为我们没有其他渠道。

At the time it was like, they're the only people that would answer us because we didn't know anything else.

克洛伊非常细心地收集粉丝群体的意见，我们几乎可以围绕这些意见建立小型焦点小组，并真正信任他们告诉我们的需求和期望。

So Chloe was very thoughtful in getting the opinions of her fan base that we then were able to almost build like mini focus groups around and really trust what they were telling us and what they were looking for.

从一开始我们就意识到，天哪，大多数模特经纪公司都没有一个由曲线女性组成的顾问团。

And right from the beginning, realized, we were like, my goodness, most model agencies don't have a board of curvy women.

她们只是少数几个人。

They were like a handful.

我们有Ashley Graham和其他几位模特，但我们心想，我们可请不起Ashley。

You had Ashley Graham and a couple of others, and we were like, Well, we can't afford Ashley.

那我们该怎么办呢？

So what are we gonna do?

公开选角是Chloe的主意。

And the open casting was Chloe's idea.

她说，为什么我们不直接在Instagram上邀请人们参与我们的宣传活动呢？

She was like, Why don't we just go out on Insta and ask people to be part of our campaign?

我当时觉得，可是这还没正式发布，没人会明白的。

I was like, But that's before launch and no one will understand.

她说，哦，他们会明白的。

She was like, Oh, they'll understand.

天哪，他们真的明白了吗？

And my God, did they understand?

因为人们希望被看见。

Because people want to know they're seen.

完全正确。

Absolutely.

而且

And

被重视。

valued.

当人们长期缺乏代表性和话语权时，你突然敞开一扇曾经是墙的门，这种肯定感会非常强烈。

And when people have not been represented or spoken to, the moment you offer an open door where there was once a wall, it feels so affirming.

看着这一切发生真是美妙至极。

It's such a beautiful thing to watch.

百分之百赞同。

100%.

你问过我关于品牌原则的事，这正是我们的核心理念之一。

And you asked me about the principles, and that was one of like the founding principles.

就像'代表性至关重要'这个理念。

It was like representation matters.

我记得当时把它写在了一张纸上。

And I remember writing it on a piece of paper.

那时候听起来真的很棒。

And at the time, it sounded really good.

就只是简单的两个字。

It was like just two words.

感觉这像是一条非常强有力的原则。

And it was like, this feels like a really strong principle.

但这就是指导我们一切行动的原则。

But that is the guiding principle for everything that we do.

而这非常关键。

And it's so key.

代表权确实很重要。

Representation really matters.

当你能在广告中、在服装上看到自己的影子，在尺码、版型等各方面都被考虑到时。

When you can see a version of yourself in a campaign, in the clothes, considered when it comes to sizing, fit, whatever it is.

然后更进一步，确保在组织内部——你只需看看周围——我们有来自不同背景、不同体型的男女员工，因为这些意见构成了我们能够做出真正优秀决策的基础，将客户需求置于我们工作的核心。

And then to take that one step further and ensure that within your organization, and you only have to look outside here, we have men and women from all different backgrounds, all different sizes, because those opinions are what form the basis of us being able to make really good decisions that are taking our customers' needs to the heart of what we do.

这不是我们嘴上说说而已。

And it's not something that we say.

这是我们每天都在切实实践的事情。

It's something that we do every single day here.

是的。

Yes.

这很有趣，因为你谈到了一些更宏大的议题，比如代表性、性别平等和同工同酬。

And isn't it interesting when you see because you were speaking to some larger issues, representation and gender parity and equal pay.

当你看到真正的平等、真正的代表性、真正的多元意见帮助公司形成重大决策时，你开业首日就能实现百万美元销售额。

When you see actual parity, actual representation, actual diverse opinions helping to form a large decision at a company, you can do a million dollars in sales on your first day.

百分之百正确。

A 100%.

否则你绝对做不到。

So And you can't otherwise.

不。

No.

那些认为平等代表权和同工同酬只是我们为了对人友善而应该做的表面道德文章的人。

All these people who think parody and equal pay are these like fluff moral things we're supposed to do to be nice to people.

简直就像在说，不，蠢货。

It's like, no, idiots.

不是的。

No.

我们是在获取商业优势。

We're doing commercial advantage.

没错。

Yes.

因为两者可以兼得。

Because both are possible.

这是双赢的局面。

It's both and.

你应该善待他人。

You should be good to people.

看看当你这样做时会发生什么。

And look what happens when you are.

是啊。

Yeah.

看看你的公司变得有多好。

Look how much better your company gets.

看看你的品牌因为真正为所有客户服务而变得有多强大。

Look how much stronger your brand grows because it actually works for all of your customers.

百分百同意。

100%.

我认为我们看到的一些问题，你知道，我不想点名或指名道姓，但去年感觉几乎每周都有品牌因为犯错而受到公众负面关注。

And I think some of the problems that we've seen, you know, and I don't wanna call anyone out or name any names, but you know, last year it felt like, you know, single week a brand was in the public eye in a negative way for making slip ups.

其中一些品牌还是我以前的客户。

And these are some brands that were my clients back in my agency days.

这就像是，不存在种族主义的公司，对吧？

And it's like, there are not racist companies, right?

你不会遇到整个公司从上到下都是种族主义的情况。

You don't get like whole companies that are entirely racist.

你面临的是代表性问题。

What you have is a problem in representation.

因为如果当时房间里有人举手表示'也许这样命名或这样呈现不是个好主意'，你们的所有问题就都不会发生。

Because if there was someone in that room going, raising a hand and saying, perhaps that's not such a good decision to name this, this, or to have this represented this way, Your problems would all be over.

我认为在Good American，我们并非事事都做得对。

And what I think at Good American is we don't do everything right.

我们只是确保房间里有足够多的人会在我们即将犯错时提出意见并举手示意。

We just have enough people in the room that are gonna tell us and raise their hand when we're about to do something wrong.

这才让原则不仅仅停留在纸面上。

And that's where it's not just a principle on a piece of paper.

而是我们日常经营的方式。

It is the way we do business every day.

因为所有人，无论有意无意，在某些方面都会有盲点。

Because all people, whether they mean to or not have blinders on somewhere.

当然，听着，我也是这样，对吧？

Of course, and listen, and me too, right?

我不是大码身材。

I am not plus size.

所以我无法告诉你当我穿上铅笔裙时，开衩需要六英寸还是九英寸，因为我的大腿不会像十八码身材的人那样相互摩擦。

Therefore I can't tell you when I slip into a pencil skirt, if the vent needs to be at six inches or nine inches because my thighs aren't rubbing together in the same way they would if I was a size eighteen.

但我的职责是确保我理解这一点，并考虑和倾听可能遇到这个问题的人的意见。

But it is my job to make sure that I understand that and that I've taken the consideration and listened to someone who might have that problem.

这并不困难。

And it's not that difficult.

你只需要有去做的意愿。

You just have to have the inclination to do it.

我认为——你必须在意

And I think that- You have to care

足够去做这件事。

enough to do it.

你必须

You have to

足够关心并把它作为优先事项。

care enough and you have to make it a priority.

但再次强调，结果是你的客户或他们的客户会回来并响亮地投赞成票，就像说‘是的，请继续’。

But again, what happens is that your customer or their customer comes back and resoundingly votes yes, like, yes, please.

而且需要更多这样的做法，因为人们能感受到被看见，能感受到被恰当代表，这不是你一个季度做一次宣传活动就能完成的，要么融入企业基因，要么就根本没有。

And more of that, because people understand when they are seen, they understand when they are properly represented and it's not something that you can do one season for one campaign, it's either in the business or it's not frankly.

所以我认为Good American的成功很大程度上在于在正确的时间做了正确的事。

And so I think that what happened at Good American is that, yes, there's a lot of it that's about the right thing at the right time.

显然我和Chloe能够以大多数初创品牌负担不起的方式传递信息。

And I was being very obviously able with Chloe to get a message out in a way that most brands can't afford when they're in startup mode.

但我们所做的只是倾听，并给出我们最终客户真正需要听到的答案。

But what we were doing was simply listening and coming back with an answer that was what our customers, our eventual customers really needed to hear.

你提到有些零售商会说，我们不想要你们全部的尺码范围。

And you mentioned that there were some retailers that would say, We don't want your whole size range.

因为你们的尺码从00码到24码都有。

Because you guys go from a double zero to a size twenty four.

是的，而且我们现在正在扩大这个范围。

Yeah, and we're expanding that now.

没错，我们即将从00码扩展到32码。

So, yeah, we're about to go from double zero to thirty two.

再次强调，因为我们倾听顾客需求，有很多这样的例子——不是一两个——比如我们推出了这个惊艳的系列，广告中展现了所有这些美丽的女性，感觉就像是一次真正的改朝换代。

And again, because we listen to our customers, there were so many instances, like not one or two, like, you know, we came out with this incredible launch and we had all of these beautiful women in the campaign and it just was this seeming like, you know, real kind of changing of the guard.

就像是在宣告：我们来了，这将非常精彩。

It was like, we are here and this is gonna be amazing.

没错。

Yeah.

然后所有人都打电话来说，我们也想参与其中。

And then everyone called us and went, we wanna be part of it too.

所有人都被邀请参加派对。

Everyone's invited to the party.

是啊。

Yeah.

你们都可以来。

You can all come.

然后他们就说，好的，太棒了。

And then they were like, yeah, okay, great.

我们想要0到8码的尺寸。

We'd like sizes zero through eight.

你知道，我们只备货到6码。

And you know, and we only stock to a size six.

就是这么回事。

So this is that.

我们就说，哦不，你们没明白。

And we were like, Oh no, you don't get it.

你必须这么做。

You have to do it.

他们会说些诸如'但我们就是没有这样的顾客'之类的话。

And they would say things like, But we just don't have the customer.

我们没有这个尺码的数据或历史记录，或者她根本不存在于我们的业务中。

We don't have the data or the history in this size, or she just doesn't exist in our business.

我们直接反问：'你在说什么胡话？'

And we literally, we go, What are you talking about?

你出过门吗？

Have you walked outside?

你没看到她在现实世界中存在吗？

Do you see that she exists in the world?

你就不能出去看看吗？

Can you just go out?

说实话，我曾与某些不便透露姓名的大人物——一位非常优秀的美国大型百货公司董事长——一起巡视卖场，当场指证事实后直接走回百货公司后台办公室敲定了我的交易。

And honestly, I've walked the floor with some people who shall remain nameless, very wonderful chairman of a big American department store, and literally pointed and walked back into the back offices of the department store to seal my deal.

看看她，看看她，看看她。

Look at her, look at her, look at her.

她正在从你们这里买鞋子和手提包，因为你们没有适合她的东西。

She's buying shoes and handbags off of you because you don't have anything for her.

如果你们没有适合她的东西，那她就无法购买。

And if you don't have anything for her, then she can't buy.

这就是为什么你们没有相关数据。

And that's why you don't have the data.

你们实际上就是在进行这样的对话尝试

You're literally having those conversations trying

不是让你去关闭

not You to close the

对她的大门。

door to her.

这不是

It's not

她并不在这里。

that that she's not here.

尽量不说难听的话。

Trying not to sound awful.

但这些就是我们曾有过的对话。

But those are the conversations that we've had.

然后到某个时刻你会感到有点厌倦疲惫，我就想说，你知道吗？

And then at some point you kind of grow a little weary and tired and I'm like, you know what?

等你明白了，你自然会明白并回来的。是啊，对我来说

When you get it, you'll get it and come back Yeah, for me

再见。

see you.

是啊，有时候你不得不这样，对吧？

Yeah, and sometimes you have to, right?

因为我认为我们在这个行业里已经明白，仅仅购买我们的系列是不够的。

Because I think that what we've understood in this business is it's not enough to buy into our collection.

你需要理解并接受这一点。

You need to wrap your head around it and you need to get on board.

这需要大量投入。

And that's a lot of investment.

包括后台空间、衣架、人体模特等所有必要元素，才能准确展现Good American所代表的品牌精神。

That's backroom space, hangers, mannequins, all the things that you need to do to be able to properly represent what it is that Good American stands for.

既然了解这些，你认为时尚行业未来该何去何从？

So knowing all of this, where do you think that the fashion industry needs to go?

或者假设这里是梦幻乐园，挥动魔法棒就能实现第一个改变，你会...

Or if you could, know, Fantasyland here, wave a magic wand and implement a first change, what would

选择什么？

it be?

这是个非常好的问题。

That's a really good question.

我认为最关键的是企业要自省，对吧？

I mean, I think that one of the most important things is for businesses to look internally, right?

我并不是说每家公司都必须在一夜之间做出改变。

I'm not saying that every company has to make changes overnight.

我认为现实情况是，我们都在商界，每个人都知道如果你现在不这样做，就会产生相关成本。

I think that the reality is that we're all in business and everybody knows if you're not doing this currently, there are costs associated.

有时候我们都知道，在董事会层面，往往没有空间突然说‘嘿，我们意识到完全忽视了这部分客户，因此我们将大幅降低利润率，从而影响利润线，只为服务这部分客户’。

And sometimes we all know at board level, there's not always the room to suddenly say, Hey, we believe we're totally overlooking this customer and therefore we're gonna take a massive dip in our margins and therefore our profit line and not, to be able to service this customer.

所以让我们来谈谈商业现实吧。

So let's just talk about the business reality.

对每个人来说都不容易，而Good American拥有巨大优势，因为尺码包容性从我们业务创立第一天起就融入其中。

It's not easy for everybody and Good American has a huge advantage because size inclusivity was baked into our business from day one.

但这对其他所有人来说并非现实。

And that isn't the reality for everyone else.

我认为企业能做的最重要的事情就是审视内部并检查你的员工队伍，对吧？

I think the biggest thing that businesses can do is take a look internally and check your workforce, right?

你的员工队伍是否都和你相似？这是首先要回答的问题，因为你将做出的决策及其优先级将由你从内部获得的反馈所决定。

Does your workforce all look like you is the first question to answer because the decisions that you'll make and the priorities of those decisions will be dictated by the feedback that you're getting internally.

如果你们全都一个样，都来自同一个地方，碰巧乐部是欧洲中部的一个非常小的小村庄，那很可能无法适应这个广阔多变的世界，世界变化进步的速度之快，会让你们彻底失去竞争力。

And if you all look the same and you're all from the same place, and that happens to be a very tiny little village in the middle of Europe, that's probably not going to work for the rest of the wide world, which is changing and progressing at such a rate that you will render yourselves completely redundant.

因此我认为，要让任何企业面向未来——我现在特别针对时尚行业来说，你必须做好内部功课，审视自己：我们真的能代表全球市场吗？我们是否为此做好了准备？

And so I think to future proof any business, and I'm talking really specifically in fashion right now, I think that you've got to be able to do the internal hard work and figure out like, are we truly representative of a global marketplace and are we setting ourselves up?

然后一切就会变得非常明显，对吧？

And then the rest will become very apparent, right?

你要么满足于现状，要么着眼于发展壮大，但必须与时俱进、顺势而为。

You either wanna continue to have the business that you have, or you're in the business of being in business and you wanna grow and that has to change and shift and move with the times.

所以我认为，一旦能够坦诚对话，决策就会变得非常简单。

And so I think it all becomes a really easy decision once you're able to have the honest conversations.

我真的很认同这一点。

I really like that.

你提到品牌理念从创立之初就融入业务中，显然克洛伊的社交媒体账号是个绝佳的营销工具。

And you mentioned the ethos was baked into the business, and obviously, you had an incredible marketing tool with Chloe's social profiles.

但你认为社交媒体对业务产生了怎样的影响呢？

But how do you think social media has impacted the business?

因为，再次强调，这不仅仅是她的营销手段。

Because, again, it's not just her marketing.

你的顾客也在为你做营销，因为他们喜欢穿上你家衣服时的感觉。

Your customers are marketing for you because they like the way they feel in your clothes.

他们感到被看见。

They feel seen.

你如何

How do

看待社交媒体这种涟漪效应？

you see this sort of ripple effect of social here?

这很神奇，因为我们最初并没有打算建立一个社群。

It's amazing because we never set out to build a community.

社群因共同目标而聚集，人们喜欢我们传达的理念和我们的行动。

Community gathers around a single purpose and people loved what we were saying and what we were doing.

但最重要的是，他们喜欢这种体验带给他们的感受。

But most importantly, they loved the way it made them feel.

要知道，尽管Khloe非常出色，我们这里生产的是高端产品。

And, know, Khloe as wonderfully brilliant as she is, we make a premium product here.

牛仔裤价格从99美元到199美元不等，还有更低价和更高价的产品。

Jeans go from 99 to $199 and there are products below and above that.

但大多数情况下，人们购买的是丹宁产品。

But for the most part, what people are buying into is denim.

尽管Chloe非常可爱，但如果牛仔裤达不到你的期望效果，你不会反复花150美元购买。

And as wonderfully lovely as Chloe is, you're not gonna come back time and time again to spend $150 on a pair of jeans if they don't do what you expect them to do.

所以人们必须喜爱这个产品，我们是一家产品至上的公司。

So people have to love the product and we are a product obsessed company.

除非我们确信能在版型和面料方面进行创新，否则不会涉足某个品类。

We don't go into categories unless we really feel that we can innovate in and around fit and fabrication.

我们不会在没有经过充分测试和开发的情况下推出产品。

And we don't just do things without a lot of fault and a lot of development.

回到你的观点，建立一个为品牌代言的用户社区确实不是我们最初的目标。

And so going back to your point, building a community of people that are advocates for your brand wasn't really ever something that we set out to do.