So important in fact that some of them are now spending millions of dollars every year for PR agencies to spread the message that they are just regular people that drive regular cars,

事實上，這一點非常重要，以至於其中一些億萬富翁現在每年都花費數百萬美元聘請公關代理公司，傳播這樣的信息：他們只是普通人，開普通的車，

eat at regular restaurants and live in regular homes.

去普通的餐廳，住在普通的家中。

But in the age of flex culture, why the fuck are these people trying so hard to look normal?

但在彈性文化時代，這些人為什麼要這麼努力地顯得普通呢？

Why didn't you buy a Lamborghini, man? - I didn't have any particular need for one.

為什麼你不買輛藍寶堅尼呢？ - 我對它沒有特別的需求。

I only say that because I've got a follow-up question. - Okay.

我這麼說只是因為我有個後續問題。 - 好的。

What's with the Honda? - This is a perfectly good car.

這輛本田是怎麼回事？ - 這是一輛完全正常的車。

You bought a house for 45k? - Yeah.

你花了4.5萬美金買了一棟房子？ - 對。

What, is it, like big or is it? - No, it's small.

那，它是大的還是小的？ - 不，它很小。

Is a tiny house, right? - No, it's a tiny house. It's a small, small house.

是一間小房子，對吧？ - 它是一間小房子。是一間很小的房子。

I could buy any house in the world and I don't want any other house than the one I'm in.

我可以買世界上的任何一間房子，但我不想要其他房子，只想要我現在住的這間。

And that house is in a middle class neighborhood.

那所房子位於一個中產階級的社區。

I'm happy in a pair of khakis and a sweater so I don't need fancy clothes. I don't need fancy food.

我穿著卡其褲和毛衣就很開心，所以我不需要花俏的衣服。我也不需要花俏的食物。

Do you have an iPad? - I do not have an iPad.

你有iPad嗎？ - 我沒有iPad。

iPhone? - No.

iPhone呢？ - 沒有。

Now convicted fraudster Sam Bankman-Fried once had billions of dollars of customer funds at his disposal to live a lavish life in the Bahamas

現在被定罪的詐欺犯山姆·班克曼-弗里德曾擁有數十億美元的客戶資金，以在巴哈馬過上奢華的生活。

In the early days of FTX, Fried and his co-conspirators reportedly drove around in the expensive sports cars typical of Crypt Bros.

在FTX初期，據報導，弗里德和他的同謀經常開著典型的加密兄弟豪華跑車四處遊蕩。

According to evidence presented during his trial,

根據他審判期間提出的證據，

SPF would later sell the cars and advise other executives at FTX and Alameda to do the same because it didn't fit with the image of the company that they were trying to present to customers and investors.

弗里德後來賣掉了這些車輛，並建議 FTX 和 Alameda 的其他高層做同樣的事情，因為這不符合他們試圖向客戶和投資者呈現的公司形象。

SPF's shitty Toyota Corolla that paid influencers made such a big deal of was about as authentic as the company's internal accounting department.

弗里德那輛爛 Toyota Corolla 被付費的網紅大張旗鼓地宣傳，實際上就像公司內部會計部一樣不真實。

The car, the haircut, the wrinkled haircut were more carefully managed than customer funds.

車子、髮型，甚至皺巴巴的衣物，都比客戶的資金更受細心經營。

The group did this because they knew that the image of a boy genius that didn't care about luxuries or power would be appealing to people looking for an honest place  to keep their funds.

這個團隊這樣做是因為他們知道，一個不在乎奢侈或權力的天才少年形象對尋找一個誠實保管他們資金的地方的人是具吸引力的。

SBF and the rest of the gang were all frauds, but putting a lot of effort into crafting a folksy image is done by most prominent business leaders for three simple reasons that are mostly bullshit.

弗里德和其餘的夥伴都是詐騙，但大多數傑出的商業領袖為打造一個樸實形象而付出了很多努力，原因簡單，但大多數是扯淡。

If you know these strategies, you will be able to see through what is little more than personal marketing.

如果你了解這些策略，你就能看穿這些不過是個人行銷的花招而已。

The first reason that they do this is because even if they aren't running a fraud, acting like an every man still gets people to give them what they want.

他們這樣做的第一個原因是，即使他們並非在進行詐欺，表現得像普通人仍然能讓人們給予他們想要的東西。

Stealth wealth is when rich people buy products that are of high quality but does not flaunt their wealth.

潛在的財富是指富有的人購買高品質的產品，但並不炫耀他們的財富。

They do this because they don't want the attention and problems that come along with people knowing that they are rich.

他們這樣做是因為他們不想要因為人們知道他們富有而引來的關注和問題。

Billionaires doing a Bloomberg or Nass Daily interviews featuring their basic car and geeky wardrobe is not the same thing as stealth wealth.

億萬富翁接受彭博或 Nass Daily 採訪，展示他們的基本汽車和業餘風格，並非與悄悄富有相同。

Instead of hiding their financial means, these people are just trying to show off as loudly as possible that they don't care about their money, or that their money hasn't changed them.

這些人不是在隱藏他們的財富，而是盡可能大聲地展示他們不在乎金錢，或者金錢沒有改變他們。

It's not stealth wealth, so let's call it poverty peacocking.

這不是隱形富豪，所以讓我們稱之為「貧窮炫耀」。

And it's a great move for their personal brand and any companies they represent.

這對他們的個人品牌和他們代表的任何公司都是一個很好的策略。

Humble CEOs are the new fashion.

謙遜的CEO是新潮流。

The world's biggest companies are run by men who are hoodies and turtlenecks instead of tailored suits and other business leaders are trying to emulate that trend because investors like it.

全球最大的公司由穿連帽衫和高領衫的人經營，而不是定制西裝和其他商業領袖正在試圖效仿這一趨勢，因為投資者喜歡這種風格。

If business leaders very publicly give up flashy luxuries, it also sends the message that they will be frugal running their business and the data actually backs us up.

如果商業領袖公開放棄奢華品，這也傳達了他們將節儉經營業務的信息，實際數據確實支持這一點。

What role has luck played in your success?

「運氣在你的成功中扮演了什麼角色？」

Well, there's luck enters into everybody's life.

嗯，運氣進入每個人的生活。

According to a study conducted by the National Bureau of Economic Research in 2012,

根據2012年由國家經濟研究局進行的一項研究，

CEOs and CFOs who were not frugal in their own spending were more likely to have instances of insiders perpetuating fraud and were more likely to push equity based incentives to increase their own income.

不節儉於個人開支的 CEO和 CFO 更有可能出現公司內部人員實施欺詐的情況，也更有可能推動基於股權的激勵方案以增加自己的收入。

The study separated personally frugal and flashy executives by looking for purchases like a personal car that was worth over $75,000 or a boat that was over 25 feet.

該研究通過尋找個人購買超過75,000美元的私人汽車或長達25英尺的船等項目，將個人節儉和奢華的高層進行了區分。

Billionaires and executives didn't actually want to give up their luxuries, so they just started lying about it

億萬富翁和高管實際上並不想放棄奢侈品，所以他們開始對此進行虛偽陳述。

Buffett does own an old beat up car, but he is usually driven around in a fleet of suburbans with a security team.

巴菲特確實擁有一輛破舊的汽車，但通常是由一支擁有安全團隊的郊區車隊接送他。

Zuckerberg wears the same gray shirt every day but they are custom-made by Brunello Cucinelli.

祖克柏每天都穿同一件灰色襯衫，但這些襯衫是由布魯奈洛·庫奇內利度身定制的。

Musk does rent a tiny home next to the SpaceX factory, but the Wall Street Journal pointed out that he spends most of his time in an 8,000 square foot, 12 million-dollar mansion.

馬斯克確實租用了 SpaceX 工廠旁邊的一個小屋，但《華爾街日報》指出，他大部分時間都在一座8000平方英尺價值1200萬美元的豪宅裡度過。

And all of these men fly private.

而且這些人都搭乘私人飛機。

They are welcome to these luxuries; it is their money.

他們有資格享有這些奢侈品，那是他們的錢。

But there are still two more reasons why they try so hard to pretend that they don't exist.

但仍有另外兩個原因，解釋了為什麼他們如此努力假裝自己不存在。

So it's time to learn how money works to find out why billionaires spend millions to try and convince us that they spend nothing.

是時候學習金錢運作的方式，找出為什麼億萬富翁花費數百萬來說服我們，他們什麼都不花。

This week's lesson is sponsored by Zbiotics.  

這週的課程由 Zbiotics 贊助。

Let's face it. After a night of drinks I don't bounce back the next day like I used to.

面對現實吧。喝了一夜酒後，第二天我已經不像過去那樣能夠立刻康復了。

I have a choice to make: I can either have a great night or a great next day that is until I found Zbiotics.

我有必須做出選擇：我可以選擇過一個愉快的夜晚，或者擁有一個愉快的第二天，直到我找到了 Zbiotics。

Zbiotics is a pre-alcohol probiotic that was invented by a group of PhD scientists to tackle rough mornings after drinking.

Zbiotics 是由一群博士科學家發明的一種喝酒前益生菌，旨在應對飲酒後的艱難清晨。

Here's how it works: when you drink alcohol, gets converted into a toxic byproduct in the gut. Zbiotics produces an enzyme to break this byproduct down.

以下是它的運作方式：當你飲酒時，酒精在腸道轉化為一種有毒的副產物。Zbiotics 產生一種酵素來分解這種副產物。

It's this byproduct not dehydration that's to blame for your rough next day.

確實，正是這種副產物，而不是脫水，導致你第二天感覺不適。

Zbiotics is designed to work like your liver but in your gut where you need it the most.

Zbiotics的設計理念是在你最需要的腸道中發揮作用，就像你的肝臟一樣。

Just remember to drink zbiotics before drinking alcohol.   

只要記得在喝酒之前喝Zbiotics即可。

Drink responsibly and get a good night's sleep to feel your best tomorrow tomorow.

負責任地飲酒，並保持良好的睡眠，以便明天感覺最佳。

The first time I tried Zbiotics was when I was just trying to grab a drink with a friend during the week.

第一次嘗試 Zbiotics 是在平常一週中和朋友喝杯飲料的時候。

As instructed, I drank the bottle of zbiotics before alcohol. I was amazed at how good I felt the next day.  

按照指示，在飲酒前我喝了瓶 Zbiotics。第二天我對自己感到非常驚訝，感覺很好。

Head to zbiotics.com/howmanyworks and use code HOWMANYWORKS at checkout for 15% off.

前往 zbiotics.com/howmanyworks，結帳時使用代碼 HOWMANYWORKS 可享有 15% 折扣。

Thanks to Zbiotics for sponsoring this video.

感謝 Zbiotics 贊助本影片。

The second reason that really rich people go above and beyond to look normal is because it is an effective sales tactic.

極富有的人努力表現正常的第二個原因是這是一種有效的銷售策略。

If you make millions or even billions of dollars in your life, I have good news for you.

如果你一生中賺了數百萬甚至數十億美元，我有個好消息告訴你。

Unless you made your money as a founder and CEO of a household name company or you are a celebrity,

除非你是一家家喻戶曉公司的創始人兼首席執行官，或者你是一位名人，

 it's really easy for you to live a life where nobody knows who you are apart from your family, close friends and the people that work for you.

否則除了你的家人、親密的朋友和工作人員之外，沒有其他人知道你是誰。

According to Forbes, there are 2,640 billionaires on Earth in 2023. Down from 2,668 in 2022.

根據《富比士》的數據，截至2023年，地球上有2,640名億萬富翁，比2022年的2,668名減少。

The publication also admits that many billionaires are not included in this number because they could not collect data to accurately report their private fortunes.

該公司還承認，許多億萬富翁未包含在這一數字中，因為無法收集數據以準確報告他們的私人財富。

Even if you are really interested in personal wealth, you would probably know 50 of these people at most, and the rest just look like people in suits.

即使您對個人財富非常感興趣，您最多可能只知道其中50人，其餘的人看起來就像穿著西裝的人。

The point is that every other rich person you know about is only known about because they want to be.

重點是，您知道的其他每一個富有的人都是因為他們希望被知道。

And why would they give up an easy life to enjoy their wealth and peace?

那他們為什麼要放棄輕鬆的生活，享受他們的財富和平呢？

It's because their own success is one of the best ways to sell stuff.

這是因為他們自己的成功是推銷商品的最佳方式之一。

Whether it's Musk promising that full self-driving is just around the corner, Trump slapping his brand name on everything, or Kevin O'Leary playing as a businessman to pitch FTX, people buy success.

無論是馬斯克承諾全自動駕駛即將到來，特朗普在所有事物上貼上他的品牌名稱，還是凱文·奧利爾利打扮成一位商人來推廣 FTX，人們都會對成功買單。

People also buy relatability, so the clever billionaires that want to use their image to boost their own company will make sure that people can see them living lives that people can relate to,

人們還會對親和力買單，因此那些聰明的億萬富翁希望利用自己的形象推動自己的公司，他們會確保人們能看到他們過著普通人可以理解的生活。

and aspire to at the same time.

同時，也會讓人們對他們嚮往。

The New York Post recently ran an article about Warren Buffett's wife who was supposedly overheard complaining about how expensive a $4 cup of coffee was at the annual Allen & Company Sun Valley Conference,

紐約郵報最近刊登了一篇有關沃倫·巴菲特妻子的文章，據稱她在每年的艾倫與公司Sun Valley會議上抱怨一杯4美元的咖啡太貴，

which is nicknamed the summer camp for billionaires.

該會議被暱稱為「億萬富翁的夏令營」。

This story is also picked up by publications like Business Insider that ran it with the title: Warren Buffet just became even more relatable (for a billionaire).

這個故事也被《Business Insider》等出版社報導，標題為：「沃倫·巴菲特變得更加貼近人心（對於一位億萬富翁來說）」。

If it wasn't obvious, let me ruin the fun for you.

如果還不明顯的話，讓我來澆你們冷水。

Nobody at this conference would have passed along this kind of personal conversation to the press.

沒有人會把這種私人談話透露給媒體。

You are reading about it because they want you to read about it.

你正在閱讀它，因為他們希望你閱讀它。

Buffett's frugality is credited in his Investment company success, so he is selling an image just as much as Trump is with his stakes and O'Leary is with his wacky pants.

巴菲特的節儉歸功於他投資公司的成功，因此他正在出售一種形象，就像川普出售他的股份、奧利裡出售他古怪的褲子一樣。

For Buffett, this is a better story than a bunch of billionaires getting together to talk in private about, well, who the knows.

對巴菲特來說，這比一群億萬富翁聚在一起私下談論「誰知道他們在講什麼」還好。

The only information that seems to leak from these events is how expensive the coffee is.

從這些事件中洩露的唯一資訊似乎是咖啡的價格。

Being relatable is an equally important sales tactic to people who want to sell a get-rich quick course.

對於想要推銷快速致富課程的人來說，建立聯繫是一種同樣重要的銷售策略。

An important element of any grift like this is that people need to believe that someone has become wealthy, and that they can do it too.

任何此類詐騙的一個重要因素是，人們需要相信某人已經變得富有，並且他們也可以做到。

So grifters will often talk about their humble beginnings while standing in front of a rented Lamborghini.

因此，騙子常常會站在租來的藍寶堅尼面前談論他們卑微的出身。

This creates a situation where a lot of the people you see promoting their courses on YouTube will be poor people pretending to be rich people pretending to be poor people.

這就造成了一種情況，即您在 YouTube 上看到的許多宣傳課程的人都是假裝富人的窮人，以及假裝窮人的人。

Billionaires and get-rich quick core salesmen presenting a different image of themselves to the world than who they really are behind closed doors probably won't surprise most of you.

億萬富翁和快速致富的核心推銷員向世界展示的自己的形象與他們閉門造車的真實形像不同，這可能不會令你們大多數人感到驚訝。

But there are two ways this lie's hurting the personal finances of regular people.

但這個謊言會透過兩種方式損害一般人的個人財務。

The first way is simply the financial harm that buying into the trope of the relatable millionaire or billionaire can do to people who follow them blindly.  

第一種方式就是相信百萬富翁或億萬富翁的比喻會對盲目追隨他們的人造成經濟損失。

Successful people telling regular people to cut down on luxuries to improve their financial situation is fine.

成功人士告訴普通人減少奢侈品以改善他們的財務狀況是可以的。

But if they are telling them to cut down on luxuries to take on a side hustle so they can spend their money on a course instead, that's obviously bad.

但如果他們告訴他們減少奢侈品來從事副業，這樣他們就可以把錢花在課程上，那顯然是不好的。

And it tragically happens all the time.

而這種悲劇一直在發生。

It's easier for people with something to sell to ask people to cut down on discretionary spending if they have already built up a personal brand around driving a cheap car and living in a tiny house even after they become a millionaire.

如果那些有東西可賣的人已經在開著廉價車、住在小房子裡建立了個人品牌，即使在成為百萬富翁之後，他們也更容易要求人們減少可自由支配的支出。

Being a Frugal millionaire is also easier to fake if the supposed millionaires ever get questioned about the legitimacy of their own success.

如果所謂的百萬富翁曾經被質疑自己成功的合法性，那麼節儉的百萬富翁也更容易被偽裝。

Obviously, grifter building an image so that they can sell a bad investment or overpriced course are going to do serious financial damage to the people they rope into their schemes.

顯然，騙子建立形像以便出售不良投資或價格過高的課程，這將對他們拉入其計劃的人造成嚴重的經濟損失。

But even the billionaires paying their PR teams to get them positive media coverage about how relatable they are are still doing damage to a lot of people's personal finances

但即使是那些億萬富翁，也會付錢給他們的公關團隊，讓媒體正面報道他們如何

Because they are reinforcing a common trope in personal finance that everybody's financial problems are caused by them spending too much.

但即使是億萬富翁付錢給他們的公關團隊，讓他們獲得媒體的積極報道，宣傳他們的親和力，仍然對許多人的個人財務造成損害。

The lies that very wealthy people tell about their humble cars, basic homes and average lifestyle makes it easy to guilt people for enjoying little luxuries,

非常富有的人講述他們簡陋的汽車、簡陋的住房和普通的生活方式的謊言，使人們很容易因為享受小奢侈而感到內疚，

because if Warren Buffett drives an old car, why do you need a new one?

因為如果巴菲特開的是一輛舊車，為什麼你需要一輛新車呢？

This does not excuse the reckless spending that a lot of Americans are guilty of, but it does take the attention away from their income.

這並不能成為許多美國人亂消費的藉口，但它確實轉移了人們對他們收入的注意力。

After a certain point, people can't improve their personal financial situation by being more frugal; they need to increase their income.

到了某個程度之後，人們就無法透過更節儉來改善個人財務狀況了； 他們需要增加收入。

And that's the third reason that billionaires spend too much money on looking poor.

這是億萬富翁花太多錢讓自己看起來很窮的第三個原因。

It helps them keep their workers in line.

它可以幫助他們讓員工保持一致。

The accounting firm Ernst & Young in a report estimated that the number of family offices in the world had doubled between 2001 and 2016.

安永會計師事務所 Ernst & Young 在一份報告中估計，2001年至2016年間，全球家族企業的數量增加了一倍。

Family offices are investment firms dedicated exclusively to to managing the wealth of a single family.

家族企業是專門致力於管理單一家族財富的投資公司。

When you and I have some shares on Robin Hood or Schwab, the ultra rich keep their money in family offices.

當你和我持有羅賓漢或施瓦布的一些股票時，超級富豪就把他們的錢存放在家族企業裡。

An article by Barron's reported that one of the fastest growing expenses for these firms was public relations

《巴倫周刊》的一篇文章報導，這些公司成長最快的開支之一是公共關係。

Many of these family offices are so big that they now have as much influence as private equity firms.

許多家族企業規模非常大，大到它們現在的影響力與私募股權公司一樣大。

And with influence comes scrutiny.

影響力隨之而來的是審查。

Private equity firms are some of the most hated financial institutions because they have a long history of bankrupting beloved companies and laying off thousands of workers all to try and turn a slight better profit.

私募股權公司是最令人討厭的金融機構之一，因為它們長期以來一直讓心愛的公司破產，並解僱數千名員工，以試圖獲得稍微更好的利潤。

Right. That's exactly right. What we've seen you know in industry after industry where private equity buys up uh businesses is that they're really responsible for some of the worst most abusive business practices in the country.

正確的。 完全正確。 我們在私募股權收購呃企業的各個行業中看到的情況是，它們確實對這個國家一些最糟糕、最濫用的商業行為負有責任。

The scrutiny has been very bad for private equity but the anger is only directed towards the managing partners of these companies.

這種審查對私募股權來說非常不利，但憤怒只針對這些公司的管理合夥人。

When a family office does the same thing, public outrage over job cuts would be blamed on the family , nd that's where a good PR team is employed.

當家族企業做同樣的事情時，大眾對裁員的憤怒就會歸咎於家族，而這正是聘請優秀公關團隊的地方。

It's easy for workers to demand better wages from a company owner who is photographed lounging on a super yacht.

當公司老闆被拍到躺在超級遊艇上時，員工很容易向他索取更高的工資。

It's easier for a company owner to push back against worker demands when all of their public profile is about how they try to save every scent they can in the name of their business.

當公司老闆的所有公眾形像都在講述他們如何以企業的名義盡其所能地保存每種氣味時，公司老闆就更容易拒絕員工的要求。

The author of the article concluded that "Cporations became people, as people, too, became corporations. And every corporation needs a media relations department."

文章作者總結道：「企業成為人，人也成為企業。每個企業都需要一個媒體關係部門。」

Now, billionaires have been getting very good at this but there is one that stands out above all the rest.

現在，億萬富翁們在這方面已經非常擅長，但有一位億萬富翁比其他人脫穎而出。

Go and watch my latest video over on How History Works to find out how Rupert Murdoch went from card carrying socialist to a billionaire by turning conservative news into entertainment.

去觀看我關於歷史如何運作的最新影片，了解魯珀特·默多克如何通過將保守派新聞變成娛樂，從名片社會主義者變成億萬富翁。

And don't forget for more hard-hitting reports that can't be made into YouTube videos written by some of the best finance creators out there and myself,

別忘了還有一些由一些最優秀的金融創作者和我自己撰寫的、無法製作成 YouTube 影片的更有力的報告，

subscribe to the totally free email newsletter compounded daily in the video description to keep on learning how money works.

訂閱影片描述中每日新增的完全免費的電子郵件通訊，以繼續了解金錢的運作方式。