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  • - Welcome to Larry King Now,

    -歡迎來到莱瑞・金專訪

  • our special guest is Gary Vaynerchuk,

    我們今天的特別來賓 是 加里·维纳查克,

  • the self-proclaimed hustler,

    自稱奮鬥者的他,

  • is a digital media mogul, author, web show host,

    是個數位媒體大師 作家,網路秀主持人,

  • and venture capitalist among many other things.

    但最重要的是,他是位有名的創投

  • As the CEO and co-founder of VaynerMedia,

    身為范納媒體的執行長和創辦人

  • Gary hosts the hugely popular YouTube show,

    加里也是主持了一個很有名的YouTube秀

  • #AskGaryVee.

    #请教加里·威秀

  • And has penned three New York Times best selling books.

    也寫了3本紐約時報暢銷書

  • Gary has been named to Fortune Magazine's 40 Under 40 list,

    加里也被財富雜誌名為40歲以下40強

  • of the most influential business leaders,

    最具有影響力的商業領導人

  • and holds the number one ranking

    也穩坐了福布斯

  • on Forbes top 40 social selling market masters.

    前40大 社群媒體銷售大師的冠軍

  • His newest book, #AskGaryVee, is available now.

    他的新書, #請教加里威, 也剛上架了

  • How did this all start, you, wine?

    這一切是如何開始的,你是怎麼開始的, 葡萄酒?

  • (laughs)

    (笑)

  • What, what happened with you?

    為什麼, 到底發生了什麼事 ?

  • - What happened with me is,

    - 事情是這樣子的,

  • I had the great benefit of being an immigrant.

    我有個很強大的優勢那就是我是移民到美國的

  • I was born in Belarus, in the former Soviet Union.

    我出生於白俄羅斯,是之前蘇聯的一份子

  • - [Larry] My mother was from Belarus.

    - [萊瑞] 我媽媽也來自那

  • - I didn't know that.

    - 真的嗎?我之前沒聽說過

  • - Minsk I think.

    - 明斯克吧,如果我沒記錯的話

  • - Yeah, I was born 40 minutes from Minsk.

    - 嗯, 離我的家鄉應該有40分鐘的車程

  • And came to the states in '78,

    然後我在78年的時候來到了美國

  • when they let some Jews out of there.

    在蘇聯釋出一些猶太人的時候

  • And, we set up in Queens.

    然後,我們定居在王后區

  • And my parents lived the American dream,

    我的父母就開始了他們的美國夢

  • they worked very hard.

    他們很努力的工作

  • My dad was a stock boy in a liquor store

    我爸當時是在克拉克,新澤西州

  • in Clark, New Jersey.

    一家酒庫當搬貨員

  • And eventually became the manager of that store,

    但是在他努力工作下他最終成為了那家店的管理員

  • and eventually saved up enough money

    然後最後存夠了錢

  • to buy a store in Springfield, New Jersey.

    斯普林菲爾德,新澤西州那邊買下了一家酒庫

  • I was lemonade stands, baseball cards, real hustler kid,

    我當時小的時候就懂得賣檸檬汁,棒球卡賺錢了, 我小時候就很拼了

  • Blow Pops, anything to make a buck.

    我連吹彈糖都賣了, 我小時後為了賺錢什麼都賣了

  • And at 14, I got dragged into the store.

    但是在我14歲的時候,我被拖到了我爸的酒庫

  • You know, oldest son, immigrant family.

    你懂得,身為一個移民家庭的長子

  • I always tell people, Larry,

    萊瑞啊,我常告訴人們

  • that I lived their grandparent's life

    我和他們相比

  • more than theirs, right?

    我過的比較像他們爺爺的生活,對吧?

  • I'm couple generations behind most.

    我覺得我落後多了

  • I did it in the 70's, and 80's, and 90's,

    我在70年代, 80年代 和 90年代所做的事,

  • when most people did in the 30's, 40's, and 50's.

    是多數人在30年代, 40年代和50年代所做的事

  • - You're a legal immigrant?

    - 你是合法移民到這的嗎?

  • - I am, thank God.

    - 感謝上天,我是.

  • - [Larry] Okay.

    - [萊瑞] 好的

  • - Otherwise I probably wouldn't do the show--

    - 如果我不是的話,我應該不會有那個膽子上今天的節目—

  • - Donald?

    - 唐納?

  • Okay. (laughs)

    好吧 (笑)

  • - And, I fell in love with people collecting wine

    - 然後,我喜歡上人們竟然在收集紅酒的這個想法

  • when I was 17,

    當我在17歲時,

  • because I was into collecting sports cards.

    因為我當時對收集棒球卡擁有很大的熱誠

  • That was my connection point.

    那是我的銜接點

  • I wanted--

    我想做的是—

  • - Collecting? - Collecting.

    - 收集? - 收集

  • I wanted to build 4,000 wine shops.

    我想做的是開4000家酒庫.

  • That was, I was gonna build a Toys "R" Us of wine,

    我之前的想法是,我想要建立葡萄酒界的Toys "R" Us

  • sell the franchise, buy the New York Jets.

    把這個連鎖給賣了, 然後買下紐約噴氣機 這支球隊

  • That's what the plan was.

    那是我原先的計劃

  • Heard the internet my freshman year of college,

    在我大一的時候聽到了網路的聲音

  • heard that sound,

    我聽見了那個聲音

  • cuh, cuh, chee, cuh.

    cuh, cuh, chee, cuh.

  • Knew that it was special.

    當時我就知道它的特別

  • And in 1996, I launched one of the first

    然後在1996年, 我推出了全美國

  • e-commerce wine businesses in America.

    首幾家的葡萄酒電商

  • Called WineLibrary.com.

    叫做 葡萄酒文庫.com.

  • Took over my dad's business,

    從我爸那接手了家庭企業,

  • kind of running it day to day in 1998,

    然後1998年每天都專心的經營

  • alongside with him.

    在我老爸的身旁

  • And from '98 to 2003, helped grow that business

    然後從 98年 到 2003年, 我把我們的家族企業的營收

  • from a three to a $60 million business.

    從300萬美元增加到6000萬美元

  • That became the foundation.

    那成為了我一切的基礎

  • Built that on e-commerce, email marketing,

    我是透過電商,電子報行銷

  • banner advertising, Google AdWords,

    橫幅廣告 Google AdWords建立起我的基礎

  • things that the marketing world didn't believe yet.

    .這些都是當年行銷員不相信的行銷武器

  • And then, YouTube came out.

    然後 YouTube 出來了

  • And I started a wine show four months after YouTube started.

    然後我在Youtube開始營運之後的4個月開始了我的葡萄酒網路秀

  • And that--

    然後那是—

  • - You are not a wine expert?

    - 你不是一位葡萄酒專家嗎?

  • - I grew up a wine expert.

    - 我從小到大都是一位葡萄酒專家.

  • You know, from 15 to 30,

    你知道嗎, 從我 15歲 至 30歲,

  • in those 15 years, my whole life was wine.

    在這15年的期間 葡萄酒佔據了我的整個人生

  • - Were you always successful?

    - 你一直以來都是這麼成功的嗎?

  • - In everything but school.

    - 除了學校以外

  • - Didn't do well in school?

    - 你在學校的表現不好嗎?

  • - Poor.

    - 很差

  • Terrible actually.

    爛透了

  • Punted it.

    恨透了

  • You know, it was funny.

    你知道嗎, 這有點好笑

  • And this is where I give my parents enormous credit,

    然後這也是我把我多數成就歸功於我的父母

  • and I've, you know it's funny,

    然後我也,這事情很好笑

  • it's a business book that says self-awareness.

    因為這明明是本商業書,但是它上面寫著自我意識

  • My parents grew up, and I give them so much credit,

    我爸媽成長於,也因為如此我非常敬佩我的父母

  • in a world where all their contemporaries,

    他們當時的環境,他們每一個同僚

  • as, and you know this,

    就, 你懂的,

  • education's the way out for immigrants.

    對於移民到外的人來說,教育是他們的出路

  • - Sure is.

    - 沒錯

  • - My mom recognized that I was a merchant,

    - 可是我媽媽知道我是個商人

  • an entrepreneur, a promoter.

    創業家,推銷員

  • - So did school fail you, or you failed school?

    - 所以你覺得是教育制度辜負了你,還是你辜負了教育制度?

  • - School failed me.

    - 教育制度辜負了我

  • School's failing entrepreneurs every single day.

    教育制度每一天都在辜負著企業家

  • - Because?

    - 原因是?

  • - Because it's not built for entrepreneurship.

    - 因為它們不是為了企業家而造的

  • It's built for workers.

    它們是為了培訓員工而造的

  • You know, if, you're being taught to play within the lines.

    你知道嗎, 如果 你只是被教育著如何跟著規則走的話

  • And there's nothing being taught that maps

    而且現在教育體系教的事情肯本不可能被運用在

  • to the entrepreneurial market.

    企業家的市場裡

  • As a matter of fact, my biggest cynicism when I sit across

    事實是,我近期面對新世代的企業家時,

  • an entrepreneur today,

    我對於他們所抱有的懷疑是因為

  • is if they are too successful at school.

    他們在學校過於成功

  • I probably look at Ivy League grads

    我很有可能對那些來畢業於春藤盟校 (美國各8所名校)

  • starting startups right now

    想要創業的人們

  • with more of a negative light,

    會帶有一些懷疑的眼光

  • than I do somebody who wasn't as good.

    相對於那些不是從名校出生的人們來看的話

  • - Because?

    - 為什麼呢?

  • - Because what I've learned

    - 因為我在過去5-7年

  • over the last five to seven years,

    所學到的是

  • and by the way, in the last two, three years,

    但是,在最近的2-3年,

  • I've taken a step back on this,

    我已經沒有那麼的偏激了

  • because there's too many entrepreneurial friends

    因為我身邊有很多成功的企業家朋友

  • who've gone to great schools that have been successful,

    他們也是從那些名校畢業出來的

  • so this is not a blanket statement.

    所以這並不適用於全部人

  • But I will tell you that in a world of private schools,

    可是我能告訴你的是,在那些人去私立學校的世界裡

  • in a world of mommy and daddy having a lot of connections,

    在一個你老爸老媽有很多人脈的世界裡

  • that when you go from 12, 15, 18 years of that ecosystem,

    當你在這個生態逗留了12,15,18年之後

  • and you go into a market, and you create an app,

    你決定投入市場,開發一個手機應用程式

  • the market doesn't give a crap who your dad is.

    市場才不在乎你老爸是誰

  • The market responds to your product,

    市場只會對你的產品做出反應

  • and a lot of these kids have not been able

    然後對於這一群的小孩呢,多數都是

  • to take the punch in the mouth

    承受不了這個打擊的

  • that comes along with entrepreneurship.

    這個隨著創業而來的打擊

  • - You're big on self-awareness, right?

    - 你很注重自我意識, 對吧?

  • - [Gary] Huge.

    - [Gary] 非常

  • - How does one get to be self-aware?

    - 一個人要如何才能擁有自我意識

  • - I don't know.

    - 我不知道

  • - So how do you teach it?

    - 那你是怎麼傳授它的呢?

  • - I don't know.

    - 我不知道

  • But I know it's damn important.

    可是我知道他非常重要

  • And so, I know where I start and where I stop, Larry.

    也因為如此, 我知道自己的界線在哪裡, 萊瑞.

  • And I wish,

    然後我也希望,

  • honestly I'm curious to see

    說實話 我很期待說

  • over the next 40, 50 years of my career,

    在我接下來的40,50年的職業生涯

  • if I figure it out.

    我是否可以找到一個答案

  • I think that,

    我覺得

  • the things that I've been pushing people to do is,

    我近期一直鼓勵人們做的事是

  • one, create an ecosystem where you make the people

    第一,創造一個環節,好讓你身邊最親的

  • closest to you feel comfortable to tell you the truth.

    人們可以感到自在的告訴你真相

  • So, one of the things I've been asking for people to do

    所以 我常要求人們做的其中一件事是

  • is tell your mom and dad and spouse,

    告訴你父母,配偶

  • best friend, coworker,

    摯友和同僚們說,

  • hey, tell me the truth.

    嘿,老實告訴我

  • What am I good at, what am I bad at?

    我的長處是什麼? 我的短處是什麼?

  • And spend a month or two to get them comfortable

    然後花 1-2個月的時間創造一個

  • to actually tell you the truth.

    他們可以很自在的告訴你事實的一個環境

  • Cause the people that love you

    因為真正愛你的人

  • sure don't want to tell you.

    一定不會想要告訴你

  • - How did the website thing come about?

    -那你是怎麼想到要經營網頁的?

  • - Way back when?

    - 什麼時候的時?

  • - I mean, you, your web show.

    - 我的意思是,你,你的線上節目

  • - [Gary] Or the web show now?

    - [Gary] 是現在的線上節目麼?

  • - What is the biggest thing you do, is your web show?

    - 你所做過最大的事, 是你的線上節目麼?

  • - The biggest thing I do right now

    - 我目前所做過最大的事

  • is I run a 650 person social media digital agency

    是我經營著一家擁有650位員工的數位媒體代理商

  • that works with the brands like Toyota, and Pepsi--

    我們與一些大品牌合作 如Toyota 和 Pepsi--

  • - [Larry] That's called?

    - [萊瑞] 那是?

  • - And that's called VaynerMedia.

    - 我的公司叫 范納媒體

  • - And what does VaynerMedia do?

    - 范納媒體做的是?

  • - We're a modern day Mad Man.

    - 我們是現代廣告界的瘋子

  • We're a Madison Avenue agency,

    我們是一家據點在麥迪遜大道的代理商,

  • the same people that used to sell commercial time

    和那些販賣廣告的人一模一樣

  • on anything you ever did in radio and television,

    或者你在電視,收音機所看到或聽到的廣告行為

  • we now do that on Facebook, Snapchat, Instagram.

    我們是在Facebook,Snapchat 和Instagram做一樣的事

  • And we produce the creative for the brands

    然後我們為那些品牌做出內容

  • to sell stuff, through the phone.

    透過手機去售賣產品

  • Because Larry, and I'd love to get,

    因為萊瑞, 我希望可以得到

  • I'd almost want to,

    我甚至想要

  • I know we're doing a show here,

    我知道我們現在正在節目中

  • but I'd love to get your thoughts,

    可是我很想要聽聽你的想法

  • maybe after, maybe right now, who knows.

    或許是待會, 或許是現在 沒關係

  • I think we're living through a very interesting moment.

    我覺得我們處於一個很有趣的時代

  • I believe that the telephone is becoming the television.

    我覺得手機已經開始轉變成為我們生活中的電視

  • And the television is becoming the radio.

    然後我們的電視正在轉變成為我們生活中的收音機

  • And I've been spending a lot of time studying

    然後我花了很多的時間去研究

  • the transition, in the late 50's, from radio to television.

    這個演化, 在50年晚期也是如此,它們從收音機轉到電視上

  • Because this is the first time

    因為這是近50年來

  • we've had a platform shift in our society

    我們社會的第一個

  • in a half a century.

    平台的轉換

  • And I think it's a very big deal.

    然後我覺得這是一件大事

  • And I've been spending an enormous amount of time,

    然後我也在近五年內

  • the last five years,

    花了很多的時間

  • trying to be the best storyteller for that platform.

    讓自己成為該平台的最佳銷售員

  • - Next, utilizing the digital world

    - 接下來, 我們會探討如何運用數位世界

  • for your entrepreneurial benefit.

    幫助你的事業

  • How social media can transform your business.

    社群媒體可以如何改變你的生意

  • Stay with us.

    廣告時間,別走開

  • - We're back with the incredible Gary Vaynerchuk.

    - 歡迎回來,陪伴著我們的是 傳說級人物 加里·維納查克

  • Is that a Jewish name?

    這是個猶太名字嗎?

  • - You know it's funny,

    - 你知道嗎這有點好笑

  • I know it always confuses people.

    我知道這常會讓人感到迷惑

  • People don't think it, but I am.

    人們不會這麼覺得 可是我是位猶太人

  • - [Larry] Okay.

    - [萊瑞] 好的

  • (laughter)

    (笑)

  • The book, #AskGaryVee is out now.

    你的新書 #请教加里·威 已經在市面上了

  • An entrepreneurs take on leadership,

    一個創業家對於,領導

  • social media and self-awareness.

    社群媒體,自我意識的看法

  • Okay, how do we use social media

    好吧,那我們要如何運用社群媒體

  • to help our business?

    來幫助我們的企業?

  • - Well I think we first understand

    - 額,我覺得我們必須先理解

  • that social media is a slang term

    社群媒體只是一個俚語

  • for the current state of the internet.

    去表達互聯網現有的模樣

  • And when you position social media that way,

    可是當你如此定位社群媒體的時候

  • you take it a lot more seriously.

    你會更認真的看待它

  • So step one Larry,

    所以第一步呢萊瑞,

  • for 97% of the people that are watching,

    對那些正在觀看這節目的97%的人

  • is to actually take it serious.

    必須要做的就是認真的看待它

  • That's number one.

    那是第一步

  • And again, we were talking as we were getting ready,

    然後呢,就像我們剛才所說的

  • a lot of radio people didn't take television

    很多靠收音機的人在那過度期時

  • serious when the transition happened.

    並沒有重視收音機至電視的轉變

  • That was their loss.

    那是他們吃虧

  • - Correct.

    - 沒錯

  • - [Gary] Right?

    - [Gary] 對吧?

  • That's what's happening right now, Larry,

    萊瑞,這是一樣的事情

  • this is historics,

    這和歷史是一樣的

  • that history always tells you the future.

    歷史會告訴你未來

  • And so that's what's happening.

    所以這是正在發生的事

  • So first take it serious.

    所以第一開始重視他

  • Two, understand that Facebook,

    第二,意識到Facebook

  • and Instagram, and Snapchat,

    Instagram 和 Snapchat,

  • and YouTube these are different channels.

    和 YouTube 他們都是不同的管道

  • It's the difference between CNN and Fox,

    他們的差異,就有如 CNN 和Fox,

  • and ABC and Sports ESPN.

    和 ABC 和 Sports ESPN 之間的差異

  • You've gotta understand the context

    你必須要明白你所在的

  • of the medium that you're on.

    媒介的整體環境是什麼樣的

  • So when you're story telling

    所以當你在YouTube上

  • about your business on YouTube,

    描述或推銷你的生意時

  • you've gotta produce different content

    你必須要產出另一種內容

  • than when you're putting a picture on Facebook.

    不是像你在Facebook上傳圖片一樣

  • So again, sitting in your presence,

    所以呢,現在坐在你面前

  • I almost wanna ask questions more than do this interview.

    比起接受採訪,我更想要問你一些問題

  • I think that people

    我覺得人們

  • underestimate context of the medium.

    小看了一個平台的整體環境

  • I would assume that when you interviewed somebody on radio

    我覺得在你透過收音機採訪人