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So, the first thing is to understand, in my opinion in my experience, most organizations do not think of prices beyond the sort of the mechanics of it and the numbers of it. Right? So, there’s much more than a numbers thing.
因此，首先要明白，根据我的经验，大多数组织在考虑价格问题时，并没有超越价格的机制和数字。对吗？所以，价格不仅仅是数字的问题。
So, just like it’s more than a numbers thing when you’re setting prices yourself on an Excel and you change them every six months.
所以，就像你自己在Excel上设定价格并每六个月更改一次一样。
It is also more than the mechanics when you’re changing it every second.
当你每秒都在改变价格的时候，这也不仅仅是一个机械问题。
And guess what, it’s much more important when you’re changing it every second, because there’s a lot more stuff moving and lots of more inferences making. So, we have to understand that first.
你猜怎么着，当你每秒钟都在改变它时，它就变得更加重要了，因为有更多的东西在变化，需要更多的推理。所以，我们必须先了解这一点。
Once we understand that first, then I get second, you want to say, well, okay. So, there is inferences beyond the beyond, just when I should buy and how I should buy. Okay. Then what do I want to say?
一旦我们首先理解了这一点，然后我得到了第二点，你想说，好吧。所以，有一些超出范围的推断，就是关于我应该什么时候买以及如何买。好的。那么我想表达什么呢？
How do I make sure, from my perspective, I think it’s a two double, double-edged sword here or a two-way street maybe is the better analogy.
从我的角度来看，我认为这是一把双刃剑，或者用双行道来比喻更为恰当。
The one way of the street is how do I use the algorithm to make sure that whatever my brand is, it resonates through the algorithm.
我们要做的就是如何利用算法，确保无论我的品牌是什么，都能通过算法产生共鸣。
The other side of the street is understanding that the same thing happens the other way around.
街道的另一边是理解同样的事情会以相反的方式发生。
When I vary prices and my customers respond, that is like experiments. It’s a great experiment.
当我改变价格，我的顾客做出反应，这就像是实验。这是一个很棒的实验。
Because people actually putting their money where their mouth are. So, do I perceive, and this is a bit tricky. Do I use dynamic pricing of course, to get my products in the hands of customers, because that’s what I want primarily.
因为人们实际上说什么就是什么。 因此，我认为这是一个有点棘手的问题。当然，我是否使用动态定价将产品送到客户手中，因为这是我的主要目的。
But at the same time, I may actually proactively thinking about it as I, as an experiment where the variation in price is actually gives me a sense of what people are responding to in terms of their appreciation of a product.
但与此同时，我实际上可能会积极地思考这个问题，将其作为一个实验，价格的变化实际上让我了解到人们对产品的欣赏程度。
Because if I bring something new to market and I really want to understand what they really care about, this one, a great way of learning about it is through some variation in prices, and then seeing how behaviors respond.
因为如果我将新的东西推向市场，并且我真的想了解人们真正关心的是什么，那么，一个好方法是通过价格的一些变化，观察人们有什么反应。
There can be a lot of benefits to dynamic pricing to the consumer.
动态定价对消费者有很多好处。
How should companies go about showing the benefits of that or making the decision making that they’re doing, in some cases on behalf of the consumer or to the consumer’s benefit, more apparent to the people they’re reaching.
在某些情况下，公司代表消费者或为了消费者的利益做出决策，那么公司应该如何向他们的受众展示这种决策的好处，或让他们更清楚地了解这种决策。
Right. So, that’s a great question. And it kind of strikes at a sort of a bigger, I would call it problem.
好的。好问题。我觉得.这也是一个更大的问题。
Whenever a company tries to move away from one price to all of its customers, to a series of prices, to its customers.
每当一家公司试图从向所有客户提供一种价格转变为向客户提供一系列价格时。
And it does that because it realizes that people just have different valuations for the things that you sell.
并且它这样做是因为它意识到人们对你所销售的东西有不同的估值。
Some people like it more, some people like it less, that’s just nature.
有些人更喜欢它，有些人则不太喜欢，这就是天性。
So, whenever we start thinking about those kinds of things, I think many of us, maybe most of us, jump up and say, oh, see, that’s just very nasty, right? The company’s trying to exploit. And the fact that I have a high willingness to pay and just, it’s just not nice.
所以，每当我们开始思考这类事情时，我想我们中的许多人，也许是大多数人，都会跳起来说“哦，看，这太卑鄙了，对吧？公司试图剥削我们。而且事实上，我有很高的支付意愿，只是，这样并不好。”
I mean, I’m biased because I’m a pricing person, but I think it gets a bit of a bad rep, right.
我的意思是，我有偏见，因为我是一个做定价的人，但我认为有损名声，对吧。
Because what happens is that I’m basically de-averaging something. So, I’m the de-averaging the price.
因为实际情况是，我基本上是在对某个东西进行去平均化处理。
And yes, it’s true that some people, if I am able to, will end up paying more for something that we’re paying less for beforehand, but hold on a second, there’s actually people that are paying, are now asked to pay less for the same product or service.
没错，有能力的话，有些人最终会为我们之前支付较少费用的东西支付更多的费用，但等一下，实际上还有些人为同样的产品或服务支付更少的费用。
And maybe in beforehand, they were not able to afford accessing the part of the service, but now they do.
也许在此之前，他们无法负担使用该服务的部分费用，但现在他们可以了。
Think of categories where access becomes, it’s of basic importance.
想一想，在哪些类别中，访问会变得更重要。
Maybe healthcare, maybe education, maybe insurance. I can just sort of line up a few of these, right?
也许是医疗保健，也许是教育，也许是保险。我可以把其中的一些列出来，对吧？
So, in situations where you really want to get all the market covered, because they really should have coverage.
所以，在你确实想要覆盖所有市场的情况下，确实应该如此。
Pretty much, the only way you can do is either A, I bring the price, the one price down to zero, in which case you’ve got this dilemma that I’m actually not making any money, and therefore, as a company I might not be alive very long.
差不多了，你唯一能做的就是要么A，我把价格，那个价格降到零，在这种情况下，你就会遇到这个困境，我实际上没有赚到任何钱，因此，作为一家公司，我可能活不了多久。
