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And one of the interesting things I’ve experienced is any new city I’ve gone to, I can say, “Hey, I’m in town, who’s in town.”
我经历过的一件有趣的事情是，无论我去到哪个新城市，我都可以说：“嘿，我在这里，谁在这里。”
And somebody I know from the club is in that town.
而且我认识的一个人也在那个镇上。
And we’ll say, “These are the restaurants to go to.
然后我们会说，“这些是要去的餐厅。
Let me take you out to my restaurant or my bar or my thing I own.”
让我带你去我的餐厅，或者我的酒吧，或者我的产业。”
In fact, I mentioned earlier I do a podcast.
事实上，我之前提到过我做了一个播客。
Within two weeks of going to New York City, we realized we hadn’t had a setup for this live show we were trying to do.
在去纽约的两周内，我们意识到我们还没有为这次现场表演做好准备。
And somebody in the Bored Ape Yacht Club said, “Look, my friend owns a restaurant, we can open it up early.
然后无聊猿游艇俱乐部里有人说，“看，我朋友开了一家餐馆，我们可以早点开门。”
We can get you food.
我们可以给你拿食物。
Why don’t you go there?”
你为什么不去那里呢？
And we had a hundred people in that restaurant in a matter of two weeks in New York in one of the most expensive cities in the world able to do it.
而且我们在纽约这个世界上最昂贵的城市之一的餐厅里，在两周内就有一百人能够做到这一点。
So, I think the network oftentimes is the value of these.
所以，我认为人脉往往就是这些的价值所在。
But the other utilities, like the things where you get the extra digital assets and other things programmed on top of it are certainly a nice benefit as well.
但其他的实用工具，比如你可以获得额外的数字资产和其他程序，当然也很不错。
I may need to get the number of that restaurant because we wanted to do a show on the road too, so I’ll talk to you about that after we’re done.
我可能需要那家餐厅的电话，因为我们也想在路上做一场演出，所以等我们结束后再跟你说。
Scott, let me come back to you.
斯科特，让我回到你这里。
Let’s talk about the business side of the Bored Ape Yacht Club.
让我们来谈谈无聊猿游艇俱乐部的商业方面。
How are they making money?
他们是怎么赚钱的？
How is this sustainable?
这怎么能持续下去呢？
What are their business objectives?
他们的业务目标是什么？
Great, and just one quick thing to add on top of what Steve just explained, that will feed into the business idea so critically, these types of benefits, sort of the various benefits of being a member of the Bored Ape Yacht Club can come both from the company and sort of at the direction of Yuga Labs, like the company that launched the NFT series, and also from inside the community and even from third party unrelated businesses that just offer a reward to Bored Ape holders, in the same way that museums might offer special access to holders of certain credit cards or something of the sort.
好的，在史蒂夫刚刚解释的基础上，我再快速补充一点，这一点对于商业理念至关重要，成为无聊猿游艇俱乐部成员的各种好处，既可以来自公司，也可以来自YugaLabs的指导，就像推出NFT系列的公司一样，也可以来自社区内部，甚至来自与第三方无关的企业，这些企业只是向无聊猿持有者提供奖励，就像博物馆可能为某些信用卡持有者或类似的人提供特殊访问权限一样。
And we see all of that.
我们看到了这一切。
And that third party component is actually a tremendous share of the value.
并且，那个第三方组件实际上占有巨大份额的价值。
And over time adds all sorts of new opportunities and functionality into the club beyond what the original, leaving aside what the original conception of the brand was, certainly even today’s incarnation of it, beyond what sort of the parent company itself necessarily envisions.
随着时间的推移，它为俱乐部增加了各种新的机会和功能，超出了预想，更不用说品牌的最初概念了，甚至出乎了母公司本身的预料。
Bored Apes can be realized as avatars or playable characters in various games.
无聊猿可以在各种游戏中实现为头像或可玩角色。
There was a community like crowdsourced novel produced by a different NFT project called Jenkins the “Valet, The Writer’s Room” that used Bored Apes in the story.
有一个社区，就像一个由不同的NFT项目制作的众包小说，叫做Jenkinsthe“Valet,TheWriter’sRoom”，在故事中就使用了无聊猿。
And if you owned an ape, you could have your ape be part of the story or the product in various ways.
并且如果你拥有一只猿猴，你可以让你的猿猴以各种方式成为故事或产品的一部分。
And so, what’s really going on here is a novel and I think very deeply creative and embedded model of brand building.
因此，事实上是一种新颖的、我认为非常有创意且深入嵌入的品牌建设模式。
Where the brand is built by the community, the brand’s greatest enthusiasts do things to drive additional value to the brand and all sorts of dimensions in a way that feeds back to sort of everyone who’s attached.
品牌由社区建立，品牌的粉丝会采取行动，为品牌和各个方面带来额外价值，这种方式会回馈给所有相关人员。
And the reason this works, again, it comes down to NFTs.
而这之所以有效，再次归结于NFT。
NFTs are a form of ownership.
NFTs是一种所有权形式。
If you have a bored ape, you have one of a very scarce collection or relatively scarce, there are 10,000 of them, but that’s a small number relative to all the people who might like to hear Beck perform or whatever.
如果你有一只无聊猿，那么你拥有的是非常稀缺的藏品之一，或者相对稀缺的藏品之一。它们有10,000个，但相对于所有可能想听贝克表演或其他表演的人来说，这是一个小数目。
You have a scarce asset that attaches you to this brand, and that gives you sort of like a, both some intellectual property rights to build around the brand.
你拥有一项稀缺资产，它将你与这个品牌联系在一起，这给了你一些类似于围绕该品牌建立的知识产权。
You have literal license to use the ape and your own ventures, whatever they may be, and some incentive to do so.
你有使用猿猴和自己的企业（不管是什么）的文字许可，也有这样做的动力。
And in the book we use the metaphor of owning versus renting a house.
并且在书中我们使用了拥有与租用房屋的隐喻。
If you’re renting a house and you upgrade the kitchen, what really happens is the landlord accrues most of that value.
如果你租了一套房子，然后升级了厨房，实际上大部分的价值都归房东所有。
If you own the house and you upgrade the kitchen, you internalize the benefit for as long as you use the house.
如果你拥有房子并且升级了厨房，只要你使用房子，你就会将收益内部化。
And if you later resell it, you capitalize some of the remainder of that benefit sort of in the new sale.
如果你之后转售它，你会在新的销售中把部分剩余收益资本化。
And that changes your incentives.
并且这改变了你的动机。
You’re much more incentivized to upgrade the kitchen if you’re an owner than if you’re a renter.
如果你是业主，你会比租户更有动力升级厨房。
That same logic underpins a new model of brand building that the Bored Ape Yacht Club popularized and has led to lots of other versions of, whereby by owning these tokens, people become personally invested in the brand.
无聊猿游艇俱乐部推广了一种新的品牌建设模式，并由此衍生出许多其他版本，通过拥有这些代币，人们可以对品牌进行个人投资。
In the book we talk about an NFT staircase.
在书中，我们谈到了一个NFT楼梯。
So, from on a top of ownership is built utility and then identity.
所以，在所有权的顶端构建了实用性，然后是身份。
You come to identify with the brand and think of it as a core part of yourself and present it as such in digital and maybe even physical spaces.
你会认同这个品牌，认为它是你自己的核心部分，并在数字甚至物理空间中如此呈现它。
I cannot tell you how many Bored Ape friends I have who are constantly wearing Bored Ape merchandise.
我无法告诉你我有多少无聊猿的朋友，他们一直在穿无聊猿的商品。
And then from there identity breeds community and the community can drive the brand forward in really powerful and surprising ways that often create value far above and beyond what was originally conceived by the parent company.
然后，从那里开始，认同感孕育了社区，而社区可以以非常强大和令人惊讶的方式推动品牌向前发展，这些方式往往创造出远远超出母公司的预料。
