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本集视频通过美国投资公司Y Combinator总裁山姆·奥特曼和企业家达斯汀·莫斯科维茨讲述创业的原因和创业成功的四个重要因素，帮助观者对于创业形成初步的理解，对自己的情况有专业准确的分析和判断。
n. 核心，中心，精髓 [计算机] 核心
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- Okay. So the first of the four areas.
- 好，先来讲第一点
- A great idea.
- 好创意
- It's become popular in recent years to say that the idea doesn't matter.
- 最近有一种流行说法，说“创意并不重要”
- In fact, it's almost uncool to spend a lot of time thinking about the idea for a startup.
- “花费大量时间去想一个创意是不值得的”
- You're just supposed to start.
- 要创业，就去开始创业
- Throw stuff at the walls.
- 多尝试一些产品
- See what sticks.
- 看什么有市场
- And not even spend any time thinking about if it'll be valuable if it works.
- 至于产品有没有价值，会不会成功，根本不需要考虑
- And pivots are supposed to be great.
- 只要有着手点就好了
- The more pivots, the better.
- 当然，着手点越多越好
- So this isn't totally wrong.
- 对这种说法，也不能否定
- Things do evolve in ways that are difficult to predict.
- 毕竟事物发展的规律很难预测
- And there's a limit to how much you can figure out,
- 所以如果产品不经用户使用
- without actually getting a product in the hands of users.
- 开发者是很难全面了解自己的产品
- And great execution is at least ten times more important and a hundred times harder than a good idea.
- 相较于好创意，好的执行力更为重要，甚至操作更为艰难
- But the pendulum has swung way out of whack here.
- 执行不当，一切都难入正轨
- A bad idea is still bad.
- 糟糕的创意，开始就是糟糕的
- In the pivot happy world that we're in today, it feels really suboptimal.
- 在现代社会，没有好创意是不行的
- Great execution towards a terrible idea will get you nowhere.
- 只有好的执行力，没有好创意，结果也不会成功
- There are exceptions, of course.
- 当然，也有例外
- But most great companies start with a great idea, not a pivot.
- 很多大公司都是从一个好创意开始，而不是有个着手点就行
- If you look at successful pivots,
- 大家想一下成功的案例
- they almost always are a pivot into something the founders themselves wanted, not a random made up idea.
- 一般它们都是创办人想要的，而不是随便产生的一个点子
- Airbnb happened because Brian Chesky couldn't pay his rent,
- Brian Chesky创办Airbnb（民宿预订）的时候
- but he did have some extra space.
- 他有多余的房间，却付不起房租
- In general, though, if you look at the track record of pivots,
- 我要说的就是，如果大家仔细研究一下
- they don't become big companies.
- 仅有切入点，是不会发展成大公司的
- I myself used to believe ideas didn't matter that much,
- 我曾经也认为好创意可有可无
- but I'm very sure that's wrong now.
- 但现在我知道，这种想法是完全错误的
- The definition of the idea, as we talk about it, is very broad.
- 创意是什么意思呢？创意的概念很广
- It includes the size and the growth of the market,
- 包括之后市场的规模和增长潜力
- the growth strategy for the company,
- 公司的扩展策略
- the defensibility strategy and so on.
- 防卫性策略等等
- When you're evaluating an idea,
- 如果要评估一个创意
- you need to think through all these things, not just the product.
- 就要从这些方面来考虑，而不仅仅是从产品本身入手
- If it works out, you're gonna be working on this for ten years.
- 如果创意可行，之后的十年都要为之努力
- So it's worth some real upfront time to think we've a long term value in the defensibility of the business.
- 所以在创业之前就想好公司的防御策略是非常必要的
- Even though plans themselves are worthless,
- 虽然我们说，计划没有变化快
- to exercise a planning is really valuable and totally missing in most startups today.
- 做计划的过程却非常重要，现在好多创业人员都忽略了做计划这个过程
- Long term thinking is so where, anywhere, but especially in startups.
- 创业人员必须要有长远打算
- That it's a huge advantage if you do it.
- 如果做了计划，至少会受益匪浅
- Remember that the idea will expand and become more ambitious as you go.
- 创意也会逐渐充实起来
- You certainly don't need to have everything figured out,
- 当然，并不是说从白手起家到垄断行业的每一步
- in a path from here to world domination.
- 都要事先规划
- But you really want a nice kernel to start with.
- 而是说，开始时一定要投入足够的思考
- You want something that can develop in interesting ways.
- 必须确保创意可以发展起来
- As you're thinking through ideas,
- 还有一点很重要
- another thing that we see young founders get wrong all the time,
- 也是年轻的创业者经常会失误的地方
- is that someday you need to build a business that's difficult to replicate.
- 就是你必须意识到你的公司和企业，必须是无法复制的
- This is an important part of a good idea.
- 这一点很重要
- I wanna make this point again because it's so important.
- 我重申一下，这太重要了
- The idea should come first, and the startup should come second.
- 首先有好创意，之后再来创业
- Wait to start a startup, until you come up with an idea you feel compelled to explore.
- 一定要等到非常有潜力的创意出现再去创业
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