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Yeah. And so often on this show, we talk about firms that are producing products or providing services that have some sustainability benefit to them.
在这个节目中，我们经常会讨论那些所生产的产品或提供的服务会产生一些可持续性好处的公司。
But that's not why they're doing it. They're not doing it for the altruism of doing it. They're doing it because it's good for their product or their business.
但这不是这些公司这么做的原因。他们这样做并不是出于利他主义。他们这么做是因为这对他们的产品或业务有好处。
And if it differentiates them in some meaningful way, then that's almost an added benefit.
如果以某种有意义的方式进行区分，那么这几乎是一个附加优势。
I hear a little bit of that in what you're saying.
我从你的发言中听到了一些。
Tell us a little bit about the origins of the company and Tim Brown and how you guys came together to start the business.
请为我们讲讲公司的起源，以及您和蒂姆·布朗是如何一起开始创业的。
I think part of why so far in our first five, six years it's worked is because Tim and I come from quite complementary backgrounds.
我认为，在最初的五六年里，生意之所以做起来了，部分原因是我和蒂姆的背景完全是互补的。
Tim was a professional soccer player, actually, before he started Allbirds with me.
蒂姆和我一起创办Allbirds之前，其实他是个职业足球运动员。
He had a design background from his undergrad degree and had done some hobby design work on the side while he was a professional athlete, did 10 years as a professional soccer player in a couple of different places, but largely in New Zealand, Australia,
他读大学时就有设计背景，而且他在不同地方做职业足球运动员的十年间，主要是在新西兰，澳大利亚，他还会做一些业余设计工作。
in fact, was the vice captain of the New Zealand national team and went all the way to the World Cup in 2010 in South Africa, so really rose to the pinnacle of his career.
事实上，他当时是新西兰国家队的副队长，一路踢进了2010年南非世界杯，所以他真的达到了职业生涯的顶峰。
And he was endorsed by all the big sportswear companies.
他得到了所有大型运动服装公司的代言。
And along the way, it became very clear that the way that the footwear industry, in particular, marketed itself was around these peak athletes and developing interesting products for the peak athletes.
一路走来，很明显，特别是鞋类行业，营销方式就是围绕着这些顶级运动员开发有趣的产品。
And it was less about the innovation for consumers' comfort, performance and more about utilizing athletes to get the brand out there and get some good marketing awareness.
少有公司为了消费者的舒适度、鞋子的性能而创新，更多公司则是利用运动员来推广品牌，获得良好的市场认知度。
His light bulb started to click when he was really left wanting for something more that was on trend with the casualization of wardrobe.
他的灵光一现是在他想要一些随着衣橱休闲化而流行的东西的时候。
And you've seen it in apparel. Athleisure was a word that was used maybe five, ten years ago.
你在服装上看到过这种趋势。人们使用“运动休闲”这个词是在5到10年前。
Lululemon is a great example of a company that changed the way that we dress forever. And that had not really happened in footwear.
露露乐蒙是一个很好的例子，这家公司永远改变了我们的穿着方式。而鞋类行业并没有真正发生这样的改变。
And part of it was a relic of this wholesale distribution model where companies had to pop off the shelf with their logo on the side of the shoe to compel people to try on the shoes.
部分原因是由于鞋类批发分销模式的遗留习惯。在这种模式下，公司必须在鞋面上印刷标志，从架子上拿下鞋子，迫使人们试穿鞋子。
That was the backdrop of the company and backdrop for that consumer insight that Tim brought to bear.
这是公司的背景，也是蒂姆对消费者洞察力的背景。
And along the way, I was at a company called Solazyme, where we were utilizing biotechnology to engineer microalgae.
在此过程中，我在一家名为Solazyme的公司工作，我们利用生物技术来设计微藻。
And we would take that microalgae. We would program it to eat low carbon intensity sugars and turn those is into high performance products that could replace petroleum and petroleum derivatives.
我们会利用微藻，并对其进行设置，使其摄入低碳强度的糖，然后将其转化成可以取代石油和石油衍生物的高性能产品。
So I ran the chemicals business unit. And I was going around the world compelling big brands and some industrial players to take these components and replace petroleum derived components.
我负责化学品业务部。我跑遍了世界各地，说服一些大品牌和一些工业企业采用这些成分，取代石油衍生成分。
They were carbon neutral. And they were super high performance.
这些成分可以做到碳中和，而且性能表现超强。
And what I found was that these brands, they said all the right things. They love sustainability. They were saying it to their consumer.
我发现这些品牌他们说的都是对的话。他们热爱可持续发展，但他们只是在对消费者说。
And when it came down to buying product, they didn't actually care.
当涉及到购买产品时，他们实际上并不关心。
