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To start a business, you need money. You need skills. You need to know suppliers and where to find customers. And what can also be very helpful is a third space.
要创业，你需要资金。你需要技能。你需要了解供应商以及在哪里找到客户。第三空间也非常有用。
Yeah, a third space is a place that isn't the home, and it's not the worksite. It's somewhere where the main activity is conversation.
第三空间不是家，也不是工作场所。它是以交谈为主要活动的地方。
So that could be a bar, a park or a coffee shop. There's been a lot of research showing how these spaces have brought communities together or even catalyzed revolutions.
可以是酒吧、公园或咖啡店。有很多研究表明这些空间将社区聚集在一起，甚至催化革命。
New research is showing that coffee shops could be key to sparking new businesses, too. This is THE INDICATOR FROM PLANET MONEY. I'm Wailin Wong.
新的研究表明，咖啡店也可能是激发新企业的关键。这里是THE INDICATOR FROM PLANET MONEY。我是Wailin Wong。
And I'm Darian Woods. Today on the show - fueling entrepreneurship one coffee at a time.
我是Darian Woods。今天节目的主题是一杯咖啡，激发创业精神。
We're going to go back a few decades for the story of how Magic Johnson partnered to build Starbucks cafes in Black and Latino neighborhoods and how new research has shed light on how Magic's plan changed entrepreneurship in those communities.
我们将回顾几十年前魔术师约翰逊如何与人合作在黑人和拉丁裔社区建立星巴克咖啡馆，以及新研究如何揭示魔术师的计划如何改变这些社区的创业精神。
In 1991, basketball star Magic Johnson announced his retirement from the LA Lakers. He had tested positive for HIV. Months later, Los Angeles was engulfed in riots.
1991年，篮球明星魔术师约翰逊宣布从洛杉矶湖人队退役。他被检测出HIV呈阳性。几个月后，洛杉矶陷入骚乱。
An amateur videographer had captured the brutal beating by police of African American man Rodney King.
一名业余摄影师拍摄了非洲裔美国人罗德尼·金被警察残忍殴打的画面。
It was one of the first videos of this kind to go viral. And when police officers involved were acquitted in a much-publicized trial, Los Angeles erupted.
这是此类视频中最早在网上疯传的视频之一。当涉案警察在一场备受瞩目的审判中被无罪释放时，洛杉矶爆发了起义。
We tore down our own community. Latinos, African Americans - they tore down and burnt down our own businesses.
我们摧毁了自己的社区。拉美裔、非洲裔美国人拆毁并烧毁了我们自己的企业。
This is from an interview Magic Johnson gave to NPR in 2022. In today's dollars, the riots cost these communities more than $2 billion.
这是魔术师约翰逊在2022年接受NPR采访时的发言。以今天的美元计算，骚乱给这些社区造成了超过20亿美元的损失。
So now we had a problem because now all these storefronts were gone. But also, all these jobs were gone. And so I said, I got to do something about that.
现在我们遇到了问题，因为现在所有这些店面都消失了。但同时，所有这些工作也都消失了。所以我说，我必须做点什么。
And he did. Starting in the 1990s, Magic Johnson built a line of movie theaters around the country in Black and Latino neighborhoods.
他做到了。从20世纪90年代开始，魔术师约翰逊在全国各地的黑人和拉丁裔社区建立了一系列电影院。
The idea was that not only would these movie theaters be vibrant places to visit but that the construction and operations of the businesses would help bring jobs to the communities.
当时的想法是，这些电影院不仅会成为充满活力的游览场所，而且这些企业的建设和运营还将为社区带来就业机会。
During this period, Magic was on the East Coast in New York, and he noticed a long line of people going somewhere.
在此期间，魔术师在纽约东海岸，他注意到人们排着长队去某个地方。
Starbucks had been on this tear, expanding across the country, and this was Magic's first introduction to the Seattle coffee shop company.
星巴克一直走这条路，在全国范围内扩张，这是魔术师第一次接触西雅图的咖啡店公司。
I said, man, I got to try this Starbucks. Everybody waiting in line. Magic got a security guard to grab him some peach tea.
我说，伙计，我得试试这家星巴克。每个人都在排队。魔术师让保安给他拿了一些桃子茶。
Man, I tasted that tea. I said, oh, that's it. I said, this is the next thing I'm taking to the 'hood. That must have been some tea. It must have been.
伙计，我尝了那种茶。我说，就是这样。我说，这是我下次要带到街区的东西。那一定是茶。
He didn't even try the coffee. So Magic thought he needed to go to the Seattle headquarters. He called Starbucks CEO Howard Schultz and met with him there.
他甚至没有尝咖啡。所以魔术师认为他需要去西雅图总部。他打电话给星巴克首席执行官霍华德·舒尔茨，并在那里与他会面。
Magic made his pitch just as he'd been doing with his movie theaters. He could help open Starbucks in urban neighborhoods to use his parlance.
魔术师约翰逊的推销方式与他推销电影院的方式一样。用他的话来说，他可以帮助在城市社区开设星巴克。
He said, look, Magic, we don't have franchisees. I said, I'm not here to become one. You put up half the money. I put up half the money. Let's build these Starbucks. And I tell you, it's going to be a home run.
他说，听着，魔术师约翰逊，我们没有特许经营商。我说，我来这里不是为了成为特许经营商。你我各出一半的钱。我们来建立这些星巴克吧。我告诉你，这将是一次本垒打。
Howard Schultz wasn't fully convinced. The company had mostly viewed minority neighborhoods as risky financial bets, but Magic persisted. He invited Howard to one of his movie theaters.
霍华德·舒尔茨并不完全相信。该公司大多认为少数族裔社区是高风险的金融赌注，但魔术师约翰逊坚持了下来。他邀请霍华德去他的一家电影院。
And sitting there, Howard started to realize that Magic Johnson really knew these majority-Black and Latino communities well. So Starbucks and Magic Johnson's company partnered 50/50 on a new series of Starbucks.
坐在那里，霍华德开始意识到魔术师约翰逊非常了解这些以黑人和拉丁裔为主的社区。于是星巴克和魔术师约翰逊的公司以50/50的比例合作推出了一系列新的星巴克。
And now, the hard part comes, which is me proving to everybody that this thing could work in urban America.
现在，最难的部分来了，我要向所有人证明，这种事情在美国城市是可行的。
In 1998, the first Magic Johnson Starbucks was opened in Ladera Heights in LA.
1998年，第一家魔术师约翰逊星巴克在洛杉矶的拉德拉高地开业。
The line was down the block, man. It was incredible. And sure enough, Howard looked at me and said, you called it. You said it was going to be successful.
排队的人排到了街区尽头。真是不可思议。果然，霍华德看着我说，你说过了。你说它会成功的。
Harlem, in New York, was the second cafe. Eventually, Magic Johnson would invest in 125 Starbucks across the country.
第二家在纽约的哈莱姆。最终，魔术师约翰逊在全国投资了125家星巴克。
OK, so he managed to get Starbucks to Ladera Heights and Harlem. But would a few cafes really have a lasting effect on the local economies? Could they help grow businesses or even entrepreneurship in the neighborhoods?
他成功地把星巴克开到了拉德拉高地和哈莱姆。但几家咖啡馆真的会对当地经济产生持久的影响吗？它们能帮助社区发展企业甚至创业吗？
Jorge Guzman is a business professor at Columbia University. He and two other academics wanted to answer this question.
豪尔赫·古兹曼（Jorge Guzman）是哥伦比亚大学的商学教授。他和另外两位学者想回答这个问题。
For entrepreneurship to work, you need the connections. We realize there's a lot less understanding how to form those connections.
要让创业成功，需要人脉。我们意识到，人们对如何建立这些联系的理解要少得多。
To answer this question, he investigated how many new businesses were formed after the introduction of a Starbucks to a neighborhood that previously didn't have any coffee shops. Entrepreneurship goes up. The average is about 6% increase.
为了回答这个问题，他调查了星巴克在之前没有咖啡店的社区开业后，有多少新企业成立。创业人数上升。平均增长约6%。
So here's one way to think about that 6% increase. A neighborhood might normally see 35 new companies a year. The introduction of that new Starbucks? It added two extra new businesses each year.
这里有一个思考6%增长的方法。一个社区通常每年会有35家新公司。新星巴克的开业？它每年增加了两家新企业。
Now, you might argue that Starbucks are just picking neighborhoods that seem to be on the rise anyway. But Jorge gets around this. He compares the neighborhoods that welcomed a new Starbucks with communities that blocked them.
你可能会说，星巴克只是在选择那些似乎正在崛起的社区。但豪尔赫避开了这个问题。他将欢迎新星巴克的社区与阻止新星巴克的社区进行了比较。
From the Starbucks side, they must have been equally appealing if they were interested in entering both. And that's one kind of much more precise comparison if you see what I mean.
从星巴克的角度来看，如果他们有兴趣进入这两个社区，那么这两个社区的吸引力一定是一样的。如果你明白我的意思，这是一种更精确的比较。
Another check - zooming in on just the Starbucks that Magic Johnson brought in. Remember, those were neighborhoods that Starbucks initially didn't even want to enter.
再来看一下——只看魔术师约翰逊带来的星巴克。记住，那些是星巴克最初甚至不想进入的社区。
These Magic Johnson cafes have a much larger effect. We actually see a 29% increase in total entrepreneurship.
这些魔术师约翰逊咖啡馆的影响要大得多。我们实际上看到总创业人数增加了29%。
Jorge says that almost 30% is a lot of growth. But given low numbers of businesses formed in these neighborhoods to begin with, it's not so huge that it's outside the realm of plausibility.
豪尔赫说，几乎30%的增长是很大的。但考虑到这些社区一开始成立的企业数量很少，这个增长幅度并不大，也不至于超出可信度。
Now, a big elephant in the room is gentrification. Starbucks, to some people, is the poster child of a gentrifying neighborhood -
一个显而易见的问题就是中产阶级化。对某些人来说，星巴克是士绅化社区的典型代表——
when richer, often whiter residents come into a low-income neighborhood, and it's changed forever. Could Starbucks be signaling - gentrifiers, come here?
当更富有的白人居民来到低收入社区时，社区就永远改变了。星巴克是否在发出信号——士绅化者，来这里吧？
Jorge thinks about this issue in two ways. First, if the neighborhood was becoming a hot new destination, he would expect growth to be especially hot in retail or real estate companies.
豪尔赫从两个方面考虑了这个问题。首先，如果这个社区正在成为一个热门的新目的地，他预计零售或房地产公司的增长会特别火爆。
He doesn't see this when Starbucks enters. We're talking anything from chiropractors to hair salons to plumbing businesses - all kinds.
当星巴克进入社区时，他没有看到这一点。我们谈论的是从脊椎按摩师到美发沙龙再到管道业务——各种各样的业务。
And as for whether these new businesses are formed by existing residents or by newcomers who are attracted by the Starbucks, that's something Joe doesn't know.
至于这些新企业是由现有居民创办的，还是由被星巴克吸引的新来者创办的，豪尔赫不知道。
It's a limitation of our study because we don't know if the people that are starting the businesses, they were the ones that have been resident there before.
这是我们研究的一个局限性，因为我们不知道创办这些企业的人是否是以前住在那里的人。
We think they are. There's a bunch of reasons to believe that that's the case, but that's kind of the type of work we're also hoping to do in the future.
我们认为是的。有很多理由相信情况确实如此，但这也是我们希望在未来开展的工作。
Wailin, I wanted to find out whether I could see third-place synergies happening in the Harlem cafe, you know, the second-ever Magic Johnson Starbucks.
Wailin，我想知道我是否能看到哈莱姆咖啡馆（魔术师约翰逊开设的第二家星巴克）产生第三空间协同效应。
And to my surprise, the seats have been taken away. The tables have been taken away. Now, it's just a place to pick up coffee and go. I chatted with one of the baristas, Ron Dixon (ph), as he was making coffee.
令我惊讶的是，座位被搬走了。桌子也被搬走了。现在，它只是一个拿咖啡就走的地方。我和咖啡师Ron Dixon聊天，当时他正在煮咖啡。
We had to redesign a couple of years ago - you know, kind of keep it a little more urban for the busy area that we're in. You know, a lot of times...
几年前，我们不得不重新设计，让它更城市化一点，以适应我们所处的繁忙地区。很多时候……
A redesign a couple of years ago, like a lot of Starbucks. Corporate strategy in recent years has emphasized pick-up only. It's convenient. But if Jorge's research suggests anything, that could be at the expense of neighborhood entrepreneurship.
几年前重新设计，就像很多星巴克一样。近年来，企业战略强调只提供外卖。这很方便。但如果豪尔赫的研究有什么意义的话，那就是这可能会以牺牲社区创业为代价。
This summer, Starbucks' CEO, Laxman Narasimhan, was ousted following disappointing earnings. The new CEO, Brian Niccol, wrote a letter to staff.
今年夏天，星巴克首席执行官拉什曼·纳拉辛汉因业绩不佳被罢免。新任首席执行官布莱恩·尼科尔给员工写了一封信。
In it, he committed to reestablishing Starbucks as the community coffee house and to ensure the cafes will be inviting places to linger.
在信中，他承诺将星巴克重新打造为社区咖啡馆，并确保咖啡馆成为吸引人们驻足流连的地方。
Oh, do you think he read Jorge's paper? I hope so, especially if they want to fuel entrepreneurship for the neighborhoods.
你认为他读过豪尔赫的论文吗？我希望如此，尤其是如果他们想为社区注入创业精神的话。
Do you think he read it standing up while picking up his coffee at a to-go-only Starbucks and was like, ugh, we need a place to sit down?
你认为他是在一家只提供外卖服务的星巴克站着拿咖啡时读到的，然后想我们需要一个坐下来的地方吗？
You know what? Some people were chatting over the rubbish bins. Wow. Just the third... It was - they were doing the best with what they could. Place of our dreams - a trash can. The third...
有些人在垃圾桶边聊天。只有第三……是的——他们尽了最大的努力。我们梦想的地方——垃圾桶。
Yeah, the third place - look, I mean, it's convenient for when you finish your coffee, but it's not quite the same. We will preserve our third spaces in the face of adversity. We will fight them in the trash cans. We will fight them in the alleyways.
第三空间——当你喝完咖啡时，它很方便，但它并不完全一样。面对逆境，我们将保卫我们的第三空间。我们将在垃圾桶里与他们战斗。我们将在小巷里与他们战斗。
