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Invent and Wander.
那就谈谈《创造与漫步》吧。
I get that Bezos is inventive.
我知道贝佐斯很有创造力。
You know, he created a new way for us to buy things – everything.
你知道，他为我们创造了一种新的购买东西的方式--购买一切。
How is he also a wonderer?
他怎么也是个奇才呢？
So he’s full of experiments.
所以他的生活充满了实验。
His company and his whole style is known for experimentation, and he says that in so many words that if you want big winners, then you have to be willing to have many failures.
他的公司和他的整个风格都以实验而闻名，他说，用很多话说，如果你想要成为大赢家，那么你就必须愿意有很多失败。
And the argument is, one big winner will take care of a thousand failed experiments.
他们的论点是，一个大赢家将处理一千个失败的实验。
So I think that’s the wandering part.
所以我认为这就是漫步的部分。
But also his experiments are not aimless.
但他的实验也不是没有目的的。
There is a certain thought and process behind what experiments to do and why they will connect to the old, old picture of what Amazon is today.
在要做什么实验以及为什么这些实验与亚马逊今天的老样子联系在一起的背后，有一个特定的思路和过程。
And your expertise is in digital strategy.
你的专长是数字战略。
How does he break the traditional rules of strategy?
他如何打破传统的战略规则？
So for the longest time the way, at least I was taught in my MBA program and the way we teach to our MBA students and executives, is strategy is about focus.
所以，在很长一段时间里，至少我在MBA课程中学到的东西，以及我们教授MBA学生和高管的方式，都是关于专注的战略。
But if you look at Amazon, Amazon certainly doesn’t look like it’s focusing on anything, so obviously Jeff Bezos missed that class, otherwise it’s a very, very different thing.
但如果你看看亚马逊，亚马逊看起来肯定不像是专注于任何事情，所以显然杰夫·贝佐斯错过了这门课，否则就是一件非常非常不同的事情。
And then you’d say, why is it that so called lack of focus strategy seems to be working for Amazon?
然后你会说，为什么所谓的缺乏重点的策略似乎对亚马逊有效？
And I think the fundamental underlying principle that he’s guiding his whole discussion of strategy is, he’s changed the rules of strategy.
我认为，他指导整个战略讨论的基本基本原则是，他改变了战略规则。
So the old rules of strategy were, the way you gained competitive advantage is by being better or cheaper.
所以旧的战略规则是，你获得竞争优势的方式是变得更好或更便宜。
So if I am selling you a car, my car is better of cheaper.
因此，如果我卖给你一辆车，我的车要么更好，要么更便宜。
But the inherent assumption in that strategy statement is, I’m selling one product to one customer.
但该战略声明中的内在假设是，我向一个客户销售一种产品。
And what Amazon is basically arguing is, the digital economy is all about connection.
亚马逊的基本论点是，数字经济完全是关于连接的。
We have got to connect products and connect customers.
我们必须把产品联系起来，把客户联系起来。
Let me explain why that is so powerful.
让我解释一下为什么它如此强大。
So connecting products, here the idea is, I can sell you, this is a classic razor and blade strategy.
所以连接产品，这里的想法是，我可以卖给你，这是一个经典的剃须刀和刀片策略。
I can sell you a razor cheap in order to make money on the blade.
为了在刀片上赚钱，我可以便宜地卖给你一把剃须刀。
So I can sell you Kindle cheap in order to make money on the ebooks.
这样我就可以便宜地卖给你Kindle，以便在电子书上赚钱。
Now, at some level you might say, hey, razor and blade have been around forever.
现在，在某种程度上，你可能会说，嘿，剃刀和刀片已经存在了很久了。
What’s so unique today?
今天有什么特别的吗？
I think unique today is razor could be in one industry and blades could be in completely different industrys.
我认为今天独一无二的是剃须刀可能在一个行业，刀片可能在完全不同的行业。
So for example, if you look at Amazon’s portfolio of businesses, you sort of say, not only Amazon is an e-commerce player, but also is making movies and TV shows, its own studio.
例如，如果你看看亚马逊的业务组合，你会说，亚马逊不仅是一家电子商务公司，而且还在制作电影和电视剧，自己的工作室。
Well, why does it make sense for an e-commerce player, an online retailer to compete with Hollywood.
那么，为什么电子商务公司、在线零售商与好莱坞竞争是有意义的呢？
Well, Walmart doesn’t make movies.
嗯，沃尔玛不拍电影。
Macy’s doesn’t make movies?
梅西百货不拍电影？
So why does it make sense for Amazon to make movies?
那么，为什么亚马逊制作电影有意义呢？
And I think once you dig into it, the answer becomes clear that the purpose of the movies is to keep and gain the Prime customers.
我认为，一旦你深入研究，答案就会变得清晰：电影的目的是留住并赢得Prime会员客户。
Two day free shipping is fine, but if you ask me to pay $99 or $119 for two day free shipping, I might start doing the math in my head, and say, OK, how many packages do I expect to get next year?
两天免费送货是可以的，但如果你让我为两天免费送货支付99美元或119美元，我可能会开始在脑海里计算，然后说，好吧，我明年预计能收到多少包裹？
And is the Prime membership worth it or not?
Prime会员资格值不值？
But once you throw in, in addition to the two-day free shipping, you throw in some TV shows and movies that are uniquely found only on Amazon, I can’t do this math.
但一旦你加上，除了两天的免费送货，你再加上一些只有在亚马逊上才能找到的电视节目和电影，我无法计算这个数字。
