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On March 21, 2006, Jack Dorsey, founder of Twitter, launched a communications revolution with the phrase, “just set up my twttr” all lowercase.[qh]
2006年3月21日，推特创始人杰克·多西用一句话“刚刚设置了我的twttr”（全部小写）发起了一场通信革命。[qh]
Little did he know that 15 years, hence almost to the day, those 16 characters would net him $2.9 million.[qh]
他几乎不知道，15年后，几乎就在那一天，这16个字符将为他净赚290万美元。[qh]
More specifically, a digital image of this first ever tweet was sold at auction as an NFT or Non-Fungible Token.[qh]
更具体地说，这条有史以来第一条推文的数字图像作为NFT或非同质化代币在拍卖会上出售。[qh]
If you’re not sure what that means, you’re not alone.[qh]
如果你不确定那是什么意思，放心，你并不是一个人。[qh]
And you might be wondering why people are paying millions of dollars for digital imagery that pretty much everyone can access or download. No need to hop a flight to Paris to view this art. It’s right there on your browser.[qh]
你可能想知道，为什么人们要为几乎人人都能访问或下载的数字图像支付数百万美元。欣赏这些艺术品无需飞往巴黎。它就在你的浏览器上。[qh]
You might be asking, “Is this really a thing? ” Yes, it is. The better question: is it here to stay?[qh]
你可能会问，“这是真事？”是的，这是真事。一个更好的问题是：它会一直存在吗？[qh]
Today on Cold Call we welcome Professor Scott Duke Kominers and guest Steve Kaczynski to discuss the case, “Bored Ape Yacht Club: Navigating the NFT World.[qh]
今天在《Cold Call》节目中，我们欢迎斯科特-杜克-科米内斯教授和嘉宾史蒂夫-卡钦斯基讨论话题 "无聊猿游艇俱乐部"： 导航 NFT 世界。[qh]
” I’m your host, Brian Kenny, and you’re listening to Cold Call on the HBR podcast network.[qh]
我是你们的主持人布莱恩·肯尼，您正在收听的是HBR播客网络的《Cold Call》节目。[qh]
Scott Duke Kominers is an economist and member of the Entrepreneurial Management Unit at Harvard Business School.[qh]
斯科特·杜克·科米纳斯是一位经济学家，也是哈佛商学院创业管理部门的成员。[qh]
Steve Kaczynski is a tech entrepreneur, consultant, and commentator, and they are both the co-authors of the new book, The Everything Token, How NFTs and Web3 Will Transform The Way We Buy, Sell, And Create.[qh]
史蒂夫·卡钦斯基是一位科技企业家、顾问和评论员，他们都是新书《万物代币：NFT和Web3将如何改变我们的买卖和创造方式》的合著者。[qh]
Welcome both to Cold Call. It’s great to have you guys here. Thanks for having us.[qh]
欢迎来到Cold call。很高兴你们能来这里。谢谢你们邀请我们。[qh]
Thanks so much Scott, I’m going to ask you to kick it off here by telling us what the central issue is in the case and what your cold call is when you start this case in class?[qh]
非常感谢，斯科特。我想请你先开始，告诉我们这个案例的核心问题是什么，以及你如何开始在课堂上讲这个话题？[qh]
So, the Bored Ape Yacht Club, just to set a little bit of context, is a case about a series of non-fungible tokens called the Bored Ape Yacht Club that were non-fungible tokens associated to images of randomly generated apes with a variety of characteristics.[qh]
无聊猿游艇俱乐部 "这一案例的背景是一系列名为 "无聊猿游艇俱乐部 "的不可篡改代币，这些不可篡改代币与随机生成的具有各种特征的猿图像相关联。[qh]
They’re cartoon apes and they have funny hats and facial expressions and so forth.[qh]
这些图像是卡通猿猴，有滑稽的帽子和面部表情等等。[qh]
Some of them very serious looking facial expressions, but uniformly they’re all a little bit bored.[qh]
其中一些表情非常严肃，但他们都有点无聊。[qh]
And the Bored Ape Yacht Club started as an NFT project and became the foundation of a digital brand that was pursued and pushed forward both by its parent company, Yuga Labs, and by third parties, members of the club, people who owned these NFTs and wanted in different ways to engage with them.[qh]
无聊猿游艇俱乐部最初是一个NFT项目，后来成为一个数字品牌的基础，该品牌由其母公司YugaLabs和第三方（俱乐部成员、拥有这些NFT的人以及希望以不同方式与它们互动的人）共同追求和推动。[qh]
And as we’ll talk about a little bit later, the way in which they develop this digital brand sketches out a pattern and framework for thinking about building NFT business.[qh]
稍后我们会谈到，他们开发这个数字品牌的方式，为思考如何建立NFT业务勾勒出了一种模式和框架。[qh]
But the first question, which is you queued it very nicely with your description at the beginning, and the opening question of the class is like, why would anybody pay anything for a digital record associated to a public image of an ape; cartoon or otherwise?[qh]
但第一个问题，也就是你在开头的描述中提出的非常好的问题，这堂课的开场问题就像是，为什么有人会为一个猿猴的形象付费？[qh]
I’m glad that I’m not alone in this. It’s a good opening question, right, because it generates some curiosity and tension in the class because, what?[qh]
我很高兴我不是唯一一个这样想的人。这是一个很好的开场问题，对吧，因为这个问题激发了我们好奇心，给了我们紧张感，因为，什么？[qh]
And at the time the case traces the various sales and sales history, and at the time the case is set there had been some very high profile sales.[qh]
当时，该案件追溯了各种销售和销售历史，当时该案件被设定时，已经有一些非常销售大单。[qh]
Some of them had been acquired for very large sums of money by various influencers and sports and music stars and so forth.[qh]
其中一些被各种有影响力的人、体育和音乐明星等以巨额资金收购。[qh]
And the typical student response is, “I don’t get it. Is this even an asset? What is this thing? It’s just a digital record and a public image.” [qh]
学生们普遍的反应是，“我不明白。这甚至是一项资产吗？这是什么东西？它只是一个数字记录和一个公众形象。”[qh]
So, you’ve got this new book that’s come out recently and you chose this case as a way to surface the ideas in the book.[qh]
那么，你最近出了这本新书，你选择这个案例作为一种方式来展示书中的思想。[qh]
Can you tell me why this was the right case to talk about?[qh]
你能告诉我为什么这是一个合适的案例来讨论吗？[qh]
I think that this case is representative of the big question that people ask, and I think starting off with this case is actually really important because it was a very public facing one.[qh]
我觉得这个案例代表了人们提出的一个大问题，从这个案例作为开头实际上非常重要，因为它是一个非常公开的案例。[qh]
As Scott mentioned, you would see these large scale music stars like Snoop Dogg and Eminem buying and utilizing these in their music videos and around the web.[qh]
正如斯科特所提到的，你会看到像史努比和埃米纳姆这样的大音乐明星购买并在他们的音乐视频和网络上使用这些。[qh]
There was a ton of these influential personalities who were buying them.[qh]
有很多有影响力的人在购买。[qh]
So, because it got so much attention, we thought it was the ultimate question to open with, because part of our goal in the book is as we’ll get into NFTs and cryptocurrency in general is just an underlying software layer that presents a better use of technology for a variety of applications.[qh]
因此，由于这个问题备受关注，我们认为这是开篇的终极问题，因为我们在这本书中的部分目标是，正如我们将要介绍的 NFT 和加密货币一般，它只是一个底层软件层，为各种应用提供了更好的技术应用。[qh]
