如何樣像創業家一樣思考

Whiteboard Session: How to Think Like an Entrepreneur
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即使你在公司裡任職,這裡有五種策略,可以協助你充分運用自己的才能。

無論你是貨真價實的創業者,或者你也許想成為創業者,或甚至你在公司裡任職,只是想要鍛鍊自己的能耐,都可以用「像創業者一樣思考」這套技能組合讓你進步,協助你獲得升遷、加薪、得到更多客戶。看看這個。這是1948年到2000年的工作成長率。這是人口成長率。

工作成長速度,從1948年到2000年間是人口成長率的1.7倍。這對人們是很好的情況,對吧?有很多工作機會,人們很容易得到工作。2000年至2014年,也就是最近,情況改變了。

人口仍然在成長。注意看,這是工作。人口成長率是工作成長率的2.4倍。突然間,人們處於結構上的劣勢。這表示有更多競爭,我們當然知道這一點。我們一直關注情勢發展。有全球化。有網際網路。總會有人願意用比你更低的價格承接工作。我們必須設法反擊。因此我想與你分享五種策略。

第一,現在已經有人請你做什麼?

我在《你就是創業家》書中,提到一個名叫達爾的人。他是一家大型生命科學公司的副總裁。他第一次創業不很順利。他製作一個應用程式,花了很多錢。結果失敗了。事實是,我們從創業案例學到的心得是,如果你腦中構思某個想法,但沒有對任何人談論或告訴任何人,通常很可能會失敗。因為你沒有得到回饋意見,沒有得到意見。所以那個構想行不通。

但後來他做了另一件事。以下是關鍵。他開始傾聽別人詢問他什麼事情。人們問他的事情就是,他很懂得如何獲得晉升。他在正職工作上一直很努力,總能得到升遷。別人也許每二或三年晉升一次。他每年都升遷。人們都在問,你做了什麼,達爾?因此,他決定製作線上課程,專門討論這個主題,說明如何獲得升遷。他推出課程,結果很成功。他靠這個兼職賺了數萬美元。

我認為很重要的第二件事,就是質疑關鍵假設。

我在書中介紹了杜馬斯。2013年他推出播客,之前業界普遍認為,做播客賺不了錢。杜馬斯提出一個很重要的見解,徹底改變了這個遊戲規則。

他說,等等,為何每個人都是每週推出一個播客?為何一週一次?每週一次,是因為大多數播客都有正職工作。他們很忙,所以想要每週做一次,這樣才應付得來。他說,不、不、不。如果我們每天都做會如何?如果我們每週七天都有播客會如何?這要做很多工作。算是要全力投入。

但重點來了,即使聽眾人數相同,你的下載量會成為原來的七倍。突然間,他的下載量爆增。廣告商開始感興趣。猜猜還有什麼?如果你一個月有三十個來賓,他們會很高興上播客。他們會宣傳那集播客節目。你就能加速病毒式生長。他挑戰了產業中的關鍵假設,這個假設阻礙了其他所有人,而他卻能讓業務加速成長。

第三點則是,測試和反覆改進。

幾乎沒有人能夠第一次就做對。我們不曉得市場真正想要什麼。因此必須測試和反覆改進,實施試行計畫,基本目標是別太不切實際。

如果你想要創業,重點不在於冒險,各位,重點在於降低風險。降低風險的方式,就是進行小型測試和試行計畫。要進行作家席姆斯所謂的「小賭注」,一直嘗試,直到發現業務有進展。然後你就進一步推展。

第四,我們來談談失敗。

這是個有趣的問題。人們有時很難把構想或商業概念的失敗,與自己的失敗區分開來。所以他們很難願意公開談論失敗。但你知道嗎?對其他人來說,這麼做是有價值的。這是個禮物。因為我們如果只看到正面的例子,就不會真的知道該怎麼做,或發生了什麼。我們也必須從失敗中學習。

因此,如果你願意分享失敗經驗,這會是個重要的方式可接受創業思維。因為你從失敗中學到的東西,往往遠比從成功中學到的更多。其實對所有人來說,無論追求什麼目標,都會比我們想要或預期的花更多時間,才能真正看到成功。

因此,以下是最重要的心得之一。我用一個女性的故事來闡述。我會寫下她的名字,史黛芬妮.奧康奈爾。史黛芬妮是位千禧世代的個人理財專家。但這不是她職涯最初所做的事。就像許多來到紐約的年輕女孩一樣,她原本想要登上百老匯。她是演員。她發現,在紐約實在很難成為演員。她後來變得很懂個人理財。

她想弄清楚,該如何進行個人理財?所以她建了一個部落格,取名為「破碎的美麗生活」。她寫自己如何省錢、學習到的各種東西和省錢招數。

史黛芬妮想要的是什麼?如果你的目標是,哦,經營部落格一個月之後,你希望歐普拉聯絡你,想成為你最好的朋友,那麼這一定不會發生。但史黛芬妮想要的是小事情。旦對她的確是重大里程碑。她最初寫部落文不收費。她會向人推銷自己,我可以幫你寫部落文嗎?

第一次有人花錢請史黛芬妮寫部落文,他們給她25美元。她說,你知道嗎?這是我當服務生一、兩個小時的薪水。這是種肯定,從原本沒人關注你的部落格,到有人說,你知道嗎?這值得我們付錢。

她看著這個成績,認為向前邁進了一步。當人們開始對她說,史黛芬妮,你能為我們寫落部文嗎?這又是另一種肯定。有位她崇拜的影響力人士轉推了她的文章,寫說這篇很棒,值得你們花時間讀。

如果你可以為自己找到那些中間指標,可顯示你正在朝你的目標邁進,這會對你很有價值。當你展現創業精神的主動積極,即使你在某家公司工作,只要像創業家一般思考,就能讓你與眾不同、引起注意,並獲得你應有的獎勵。

(劉純佑譯)


Regardless of whether you technically are an entrepreneur, maybe you want to become one, or even are working inside a company but just want to kick more gluteus maximus at it, thinking like an entrepreneur is a skill set that can get you advanced, they can help you get that promotion, get that raise, and get more clients. Check this out. From 1948 to 2000, here is the rate of jobs. And here is the rate of population.

The jobs actually grew from 1948 to 2000 at 1.7 times the rate of people. That's pretty good situation for people to be in, right? There’s a lot more jobs. They can dive into them. Between 2000 and 2014, so are our most recent past, something shifted. And instead, we have the population, which is growing.

And now -- wait for it -- here's jobs. The population is growing 2.4 times faster than jobs. All of a sudden, people are at a structural disadvantage. And that means there's more competition, of course, we know. We’ve all been following. There's globalization. There's the internet. There's always someone who is willing to do things cheaper than you. We somehow have to fight back. So I want to share with you five strategies.

Number one, what are people already asking you for?

There is a guy that I profile in Entrepreneurial You named Bozi Dar. He's a vice president at a large life sciences company. And his first foray into entrepreneurship, frankly, didn't go that well. He made this app. He spent a lot of money. It was a failure. And the truth is, what we learn in entrepreneurship is that, oftentimes, when you do cook something up in your head and don't talk to anyone or tell anyone about it, it's probably going to be a failure. Because you have no feedback. You have no input. And so it doesn't work.

But then he did something else. And this is the critical part. He started to listen to what people actually were asking him. And what they were asking him - he had done a really good job at getting promoted. He was constantly at his day job, getting promoted all the time. Everybody else, maybe every two years, every three years, they get a promotion. He got promoted every year. And people were like, what are you doing, Bozi Dar? And so he decided to create an online course specifically about this, about how to get a promotion. He put that out there. And it has been very successful. He has made tens of thousands of dollars on the side doing this.

Now the second thing that I think is important to talk about is challenging key assumptions.

I profiled a guy named John Lee Dumas. Up until John launched his podcast in 2013, there has been a widespread industry assumption that you just can't make money on podcasts. John Lee Dumas had a really important insight that changed the game fundamentally about this.

He said, wait a minute. Why is it that everybody is doing a podcast every week? Why is it weekly?Well, the reason with weekly was it most other people had day jobs. And they were busy. And so they wanted to do it once a week, because it was manageable for them. He said, no, no, no. What if we did it every day. What if we did seven days a week of a podcast? Now that is a lot of work. That is, like, all in.

But here's the thing. Even with the same size audience, you are seven x-ing your downloads. All of a sudden, his number of downloads shot through the roof. Advertisers got interested. And guess what else? If you have 30 guests in a month, those guests, they're going to be happy they’re on a podcast. They're going to promote the podcast episode. You are going to have accelerated viral growth. He challenged a key assumption in his industry that was, frankly, holding everybody else back and was able to turbo-charge his business as a result.

So, number three, tests and iterate.

Almost none of us is able to get things right the first time. We have no idea what the market will really want. And so testing, and iterating, and having pilots where basically the goal is not to get out too far in front of your skis.

If you want to be an entrepreneur, that is not about risk, people. That is a about mitigating risk. And the way you mitigate risk is that you do small tests and pilots. You place what the author Peter Sims has called “little bets”. And you try it out until you see where there's traction. And then you go deep on that.

Number four, let's talk about failure.

This is an interesting question. People sometimes have a very hard time separating the failure of an idea or a business concept with the failure of themselves. And so it becomes very hard for them to do that, to be willing to talk openly about it. But, you know what? For other people, this is a mitzvah. This is a gift. Because if we only see the positive examples, we don't really know exactly how to do it or what's going on. We need to learn from the negative as well.

And so if you're willing to share that, that is an important way to embrace the entrepreneurial mindset. Because you learn, oftentimes, a lot more from the failures than you do from the successes. But the truth is, for all of us in any pursuit, it takes, honestly a lot longer than we might want or expect in order to really see the level of success.

So here is one of the most important lessons. And it comes in the form of a story about a woman. I will write her name for you. It is Stephanie O'Connell. Now Stephanie is a millennial personal finance expert. But that is not how she started her career. She started her career like many a young lass coming to New York City. She wanted to be on Broadway. She was an actress. And she was realizing that it was so hard to make it as an actress in New York. She became really cognizant of personal finance.

She wanted to figure out, how do you actually make this stuff work? So she created a blog. She called it The Broken Beautiful Life. And she was writing about how she was saving money and her various learnings and exploits.

Now what Stephanie was looking at -- if your goal is like, oh, after a month of blogging, you're going to have Oprah come reach out and want to be your best friend, that's not going to happen. But instead, Stephanie looked for the little things. For her, it was a big milestone. She was blogging for free. She was pitching herself, oh, can I please blog for you?

The first time that somebody offered Stephanie money to blog, they gave her $25. And she said, you know what? That's an hour or two that I don't have to be waitressing. That is validation to go from having no one pay attention your blog to somebody saying, you know what? This is worth money.

She looked at that and said, that is a step forward. When people started coming to her and said, Stephanie, will you blog for us, that was another validation. When an influencer that she really admired re-tweeted one of her posts, it said, this is good. This is worth paying attention to you.

If you can find for yourself those intermediate metrics, those things that show you you are making progress on the way to your goal, it can be enormously valuable for you. When you take the entrepreneurial initiative, even if you work inside a company, thinking like an entrepreneur is the thing that can separate you, get you noticed, get you awarded the way that you should be.



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