here are the 15 things that I wish I knew before I started my own business I've been in business for myself now for quite some time and my current business

這是我創業前希望知道的15件事。我自己做生意已經有一段時間了，我現在的生意

the big one I started two and a half years ago and over those years I've taken notes in my phone literally of the things I wish I knew

大的那個是兩年半前開始的，這些年我在手機裡記下了我希望當時就知道的事

and now I'm ready to finally share them these are the 15 key Secrets notes ideas and strategies that are so important for me now I wish someone had given them to

現在終於可以分享給你們了。這15個關鍵秘訣、筆記、想法和策略對我現在非常重要，我真希望有人在我

me when I first became a CEO when I first started building a business bigger than myself number one higher fast fire faster promote fastest lockup winners

第一次當CEO、第一次開始打造比我自己更大的事業時就給我。第一：招得快、開得快、升得更快。留住贏家，

discard losers you are made up of the people you keep I've made a lot of videos and a lot of content and I've given a lot of talks about how it's

淘汰輸家。你是由你留住的人組成的。我做過很多影片和內容，講過很多次：關鍵是

people before product so many people focus on the thing they focus on the idea they focus on the stuff and then they try to get people to fit that idea

人先於產品。很多人盯著產品、盯著點子、盯著東西，然後試圖讓人去適配那個點子，

and it's always really really really hard to do focus on the winners help them win promote them within and they're gonna help you win as a whole so much

那樣做總是非常非常難。專注贏家，幫他們贏，內部提拔他們，他們會幫你整體贏，而且快得多

faster than when you make it all about you or when you make it all about I've got to be the fairest boss ever I gotta

比你一切以自己為中心、或者一切以「我要當最公平的老闆」為中心要快得多。我必須

make everyone feel good no that's that's not how this works so you need to hire quickly don't overthink don't over analyze don't run people through 15

讓每個人都開心——不，不是這麼玩的。所以你要招得快，別想太多、別分析過頭，別讓人過15輪

interviews who do you think you are NASA fire faster because you're gonna know really quickly anytime we've ever had to let someone go I knew six months ago

面試。你以為你是誰，NASA嗎？開人要更快，因為你很快就會知道。每次我們不得不讓人走，我半年前就知道

that this person wasn't right for the role but then you stall and you think about it and you're like no I'm gonna give them second and it's you just know

這個人不適合這個角色，但你會拖延、會想「算了再給一次機會」，其實你心裡早就知道。

so move quickly but number one thing that I've learned from this is promote even faster you want to really acknowledge the winners and you want to

所以動作要快，但我從中學到的第一點是：升職要更快。你要真正認可贏家，然後

move on from everybody else that's how you build a winning team and that's what your company is two be passionate about retention when I first started the

和其餘的人告別。這樣才能打造贏家團隊，你的公司就是這支團隊。第二：重視留存。我剛開始做

business I was really really only focused on recruitment building growth revenue and then there was this other r that I forgot about because once you get

生意時，真的只盯著招聘、增長、收入，然後忘了另一個R——因為一旦你得到

somebody great you're a customer for life it's gonna be fine yeah we'll take care of you retention is the number one R to recruitment revenue and retention

一個很好的客戶，他就是終身客戶，沒問題，我們會照顧好你。留存是比招聘、收入更重要的那個R。

if you retain current customers they're going to bring you more customers make sure you have just as much systems and process for customer success once

如果你留住現有客戶，他們會給你帶來更多客戶。確保你在客戶成功上投入的系統和流程，和

they're with you than you do for getting new customers number three don't take money off the table too early build for Value not cash it's something that I learned early on

獲客一樣多。第三：別太早把錢從桌上拿走。為價值而建，別為現金。這是我早年學到的，

not that I was taking money off the table but that I'm a business every dollar that comes in you want to reinvest right away pay yourself just

不是說我當時在從桌上拿錢，而是作為一家公司，每一塊錢進來你都想馬上再投進去。給自己發的錢只要

enough to lead the life that you want to lead today so that you can get to the point where you're leading the life that you want to lead especially if you're

夠過好今天想過的生活就行，這樣你才能走到過你想過的生活的那一天，尤其當你是

the business owner if you're the equity Creator you're the one with the ownership you have all the power if you believe in what you're building build

老闆、是創造股權的人、是擁有所有權的人——你有全部權力。如果你相信你在做的事，就為價值而建，

for Value not for cash do not be Pennywise and pound foolish a lot of people make that mistake the value is going to be worth so much more down the

為價值不為現金。別小錢精明大錢糊塗，很多人犯這個錯。價值長遠會值很多，

line than cash today is going to get you four ideas mean nothing without planning and execution it's not about what you thought about doing it's about what you did so make sure you

比今天的現金重要得多。第四：沒有規劃和執行，點子一文不值。重要的不是你想到什麼，而是你做了什麼。所以確保你

have the right processes in place to actually plan it therefore execute on the ideas that you have everyone's a genius these days everyone's on social

有對的流程來真正做計劃、然後執行你的點子。現在人人都是天才，人人都在社交

with all their ideas Everyone's an inventor but there's a big difference between the person who had an idea about a wearable Fitness tracker for steps and

媒體上曬點子，人人都是發明家。但有一個點子的人，和真正規劃並執行的人，差別很大——比如有人有個可穿戴計步

the person who actually planned and executed on that five progress before goals I'm a big goal Setter you want to have goals you need to have something

的點子，和真正去做的那個人。第五：進度先於目標。我是目標設定狂，你要有目標、要有

that you work towards we don't negotiate with our goals when we're building great businesses but you're not focused on strategy all day you're not focused just

努力的方向。我們建偉大公司時不會跟目標討價還價，但你不是整天只盯戰略，你不是隻盯

on the goals only you're focused on progress how are you doing more today in your business than you're doing yesterday and have progress metrics that

目標，你盯的是進度：今天在生意裡比昨天多做了什麼？要有你整天在意的進度指標，

you care about all day long versus the goal metrics I mean a lot of people and so many businesses they're so goal oriented I gotta get to hear by hear and

而不是隻盯目標指標。很多人、很多公司太目標導向了，非得今年做到多少，

it's all they care about and they they lose track of everything else and then progress starts to Fall by the wayside progress obsessed number six stop

他們只關心這個，別的都丟了，然後進度就掉到一邊去了。要進度痴迷。第六：停止

comparing and start creating compare is so toxic social everything the inner like we are so focused on how we compare to everybody else that we stop focusing

比較，開始創造。比較太毒了，社交上全是。我們太關注和別人比，結果停止

on actually creating you are unique your business is unique because your brain is unique your people are unique so stop comparing yourself to every other

真正去創造。你是獨特的，你的生意是獨特的，因為你的腦子、你的人都是獨特的。所以別和別的

business every other company and start creating number seven be long term greedy greed is not always great but it's okay to be long-term greedy short-term success

公司比，開始創造。第七：長期貪婪。貪婪不總是好事，但長期貪婪可以。短期成功

means nothing if you don't make it two years or three years or four years make sacrifices today for the long term success of your business it'll pay off

如果你撐不到兩年、三年、四年就毫無意義。今天為事業的長期成功做犧牲，會以

in dividends you're not doing this to make a dollar today you're doing this to make a hundred million dollars tomorrow number eight bet on yourself first you

紅利回報。你不是為了今天賺一塊錢，你是為了明天賺一億。第八：先押自己。你

can't trust anyone else a hundred percent because everyone is in it for themselves because they have to be they might say they're going to take a bullet

不能百分百信任別人，因為人人都是為了自己，他們不得不這樣。他們可能說會為你擋子彈，

for you they might say they'll do everything and it's fine if you can get them to do that but the only person you can trust because you can actually

可能說啥都肯做，你能讓他們做到也行，但你唯一能真正信任的人，是你能

control that person is the person you see in the mirror number nine speed to lead above all else there are so many companies that get started with

控制的那個人——就是鏡子裡那個人。第九：速度領先一切。很多公司起步時

great ideas and great people and they're just too slow slow in terms of social engagement response time are slow on emails they're slow in recruiting

有很好的點子和人，就是太慢。社交回復慢、郵件慢、招聘慢、

they're slow in promoting they're slow across the board do not let perfect be the enemy of good speed to lead be quick if you make mistakes apologize for them

晉升慢，方方面面都慢。別讓完美成為優秀的敵人。速度領先，要快。錯了就道歉，

you acknowledge your successes and you acknowledge your failures speed to lead is so quick you must move fast number 10 focus on the horizon not the competition

承認成功也承認失敗。速度領先要夠快，你必須動得快。第十：盯地平線，別盯對手。

like a sailor you're not paying attention to all the boats in the ocean next to you who might be faster who might have better captains who might

像水手一樣，別盯著旁邊船誰更快、船長誰更強、誰

have better sales you are Lieutenant Dan Forrest Gump you are up there in the middle of the perfect storm every other boat is at the Docks and that's how

賣得更好。你是阿甘正傳裡的丹中尉，你在完美風暴中央，別的船都在碼頭，這就是

Buffalo company started I'm just saying that's a good example be focused on the horizon keep your head above water and just move forward don't worry about what

Buffalo公司怎麼起步的——只是個好例子。盯住地平線，把頭露出水面，只管往前，別管別人在幹什麼，你知道他們都在擔心你。第十一：

everyone else is doing you know why they're all worried about you number 11.

每個人都要是和你合作的獨特人選。

everyone should be uniquely qualified to work with you just because someone's smart doesn't mean you should hire them for that role just because someone is

某人聰明不代表就該招他做那個崗位；某人

passionate doesn't mean they should be working for you don't be desperate to hire good people just because they're good make sure they are uniquely qualified to handle that job

有熱情不代表就該為你工作。別因為人好就急著招好人，要確保他們是能勝任那份工作的獨特人選。

12. Supply customers with the absolute most value for the lowest possible cost this is going to seem like common sense but man oh man did people screw it up if

十二：用最低成本給客戶最大的價值。聽起來像常識，但很多人搞砸了。如果

you're in your early days months early years your goal is customer growth customer retention you're looking to build your focus if you're watching this right now and you are a CEO you want to

你還在早期——幾個月、幾年——你的目標是客戶增長、客戶留存，你在建你的焦點。如果你現在在看這個、你是CEO或想當CEO、想創業，那就是擴張和品牌，就這些。十三：MIT——市場、點子、團隊。我用它分析每一個商業機會、每一個

be a CEO you want to start something is on expand and brand that's it 13. MIT Market idea team it's how I analyze every business opportunity and every

部門、每一個我們進入的市場：市場多大？你能吃下多少？多短時間內？

division every Market we go into what's the market how big is it how much of that market do you think you can absorb and how short a period of time what's

點子好不好？是經過驗證的點子嗎？是獨特的、顛覆性的、還是冒險的？

the idea is it a good one is it a tried tested a true idea is it a unique one is it a disruptive idea is it a risky idea

然後團隊：誰真正幹活？誰都能有好點子，我四歲的孩子整天發明新點子，不代表她能

then team who's actually going to do the work anyone can have great ideas my four year old invents new ideas all day long doesn't mean she's going to be able to

執行。團隊才是一切。十四：給客戶他們想要的，不是你自以為他們需要的。這是同領域一位很強的CEO告訴我的，

execute on them the team is everything 14. give customers what they want not what you think they need and this was told to me by a very competitive CEO

因為他吃過虧。看Quibi，好萊塢娛樂業很聰明的人以為客戶

in my own field because he learned it the hard way look at quibby really smart people in Hollywood in the entertainment industry they thought that customers

需要劇本化的短影片，我覺得他們根本沒問過誰。調查是你的朋友。Jeff Bezos被問亞馬遜怎麼從一家線上

needed scripted short form content and I don't think they ever actually asked anyone surveys are your friend Jeff Bezos famously answered when he was asked how did Amazon go from an online

書店變成萬物商店時，他說因為我們給客戶發了調查，問你們還想在網站上看到什麼，

book brokerage to the everything store and he said because we sent a survey to our customers and we just asked what more do you want to see on our site and

大家說什麼？燒烤架、尿布、啥都有，不只是書。頓悟時刻：我們以為要多給客戶不同語言的書，

what did people say barbecues diapers anything and everything that was in books light bulb moments we thought we were gonna give our customers more books

因為那是我們以為他們需要的；其實客戶要的是在那個網站上能從任何人、任何地方買任何東西。

in different languages because that's what we thought they needed when really what the customers wanted was the ability on that website to buy anything from anyone anywhere

第十五：尊重每一個人，哪怕是最難搞的。因為每個創業者都有點自我，每個創業者都有點

number 15. treat everyone with respect even the because every entrepreneur has a little bit of an ego every entrepreneur is a little bit of a

自戀，你得這樣，否則你不會這麼瘋去創業、不會這麼瘋去扛壓力和風險。

narcissist you have to be otherwise you wouldn't be nearly this crazy to start a company you wouldn't be this crazy to take on all this pressure and risk

人生有很多別的活法，可以去海灘、去樹林，但你想賺很多

there's so many other ways to live your life they'll be on the beach go be in the woods no but you want to make a lot

錢、想建事業，所以你是在建、是在贏。用善意淹沒別人，一路笑著去銀行。

of money you want to build a business right so you're in it to build you're in it to win smother people in kindness and laugh all the way to the bank

錢、想建事業，所以你是在建、是在贏。用善意淹沒別人，一路笑著去銀行。

the worst customers you have you must treat them with respect even if you have to bite your own tongue over doing it the worst employees you have the ones

最差的客戶你也得尊重，哪怕要咬住舌頭。最差的員工——那些

who hold you hostage the ones who demand more money the ones who are jerks always with respect treat everyone with the same level of respect and life is going to reward you

綁架你的、要更多錢的、混蛋的——也要始終尊重。用同一水平的尊重對待每個人，生活會回報你。

these are the 15 things that you need to know before you start your own company and if you've started your own company already and you're watching this right

這些是創業前你需要知道的15件事。如果你已經創業、正在看這個，

now hopefully this has been helpful for you if there's anything that you've learned in building a business building a team building a company that you think

希望這些對你有用。如果你在建公司、建團隊、建事業中學到什麼、覺得

should be on this list add it in the comments tell me I'm a I'm passionate about learning about building businesses so I'd love to see what you say make

應該加進這個單子的，在評論裡告訴我。我對學建公司很有熱情，很想看你們說什麼。記得

sure to like subscribe send this video to your friends thank you so much for being here watching more Ryan Serhant foreign foreign

點贊訂閱，把影片發給朋友。非常感謝觀看，更多Ryan Serhant內容敬請期待。