I need the right idea. I cannot get started until I have the right idea. But the thing is, and what Noah talks about throughout the book, is you don't start a business by first having the right idea and then starting the business. You start a business by deciding to start a business, and then you find a process to come up with the right idea. And really, the core message he's sharing this first chapter, which is why it's called a chapter one, just f*** start, is begin before you are ready. No one feels ready to start a business. Just like I've heard, no one really feels ready to have kids. The timing is never quite right. Similarly, the timing to start a business is never quite right. You have to just start, you have to begin before you're ready. And just to labour this point just a little bit more, there's a nice quote here. Most people overthink first, act later. Every successful entrepreneur, act first, figure it out later. Any analysis ahead of action is purely speculation. You really do not understand something until you've done it.

我需要正確的想法。只有有了正確的想法，我才能開始創業。但問題是，諾亞在整本書中都提到，創業並不是先有了正確的想法，然後再開始創業。你要創業，首先要決定創業，然後你要找到一個產生正確想法的過程。實際上，他在第一章中分享的核心資訊，也就是為什麼叫第一章 "開始吧"，就是在你準備好之前就開始。沒有人覺得自己已經做好了創業的準備。就像我聽說，沒有人真的覺得自己準備好要孩子了。時機總是不對。同樣，創業的時機也永遠不會完全正確。你必須開始，你必須在準備好之前就開始。為了進一步說明這一點，這裡有句話說得很好。大多數人都

Rather than trying to plan your way into the confidence to act, just start acting. And there is a motto that he talks about here, and this is a motto that has really stuck with me since I read the book a couple weeks ago. And that motto is, now, not how. Whenever we think of doing something, we're like, okay, well, I've got this idea for this thing, but like, how do I do it? And, you know, there's this tyranny of how. The how holds us back from doing things. Instead, think, what is the smallest action I can take right now? Even if you don't know what to do about anything, there's probably a small action that you can figure out, that you can just take action on. And then once you've taken action on that, you can then get started with the thing. So honestly, the whole first chapter is a lot of emotional support. Genuinely, like, I've been running my YouTuber

與其想方設法計劃如何讓自己有信心去行動，不如開始行動。他在這裡提到了一句座右銘，自從幾周前我讀了這本書之後，這句座右銘就深深地印在了我的腦海裡。這個座右銘就是：現在，而不是如何。每當我們想到要做什麼的時候，我們就會想，好吧，我已經有了做這件事的想法，但是，我該怎麼做呢？你知道，這就是 "怎麼做 "的暴政。如何做阻礙了我們做事。相反，你可以想想，我現在能做的最小的事情是什麼？即使你不知道該做什麼，你也可以想出一個小行動，並付諸行動。一旦你採取了行動，你就可以開始做這件事了。老實說，整個第一章都是情感支持。真

Academy for a few years now. We've taught like 5,000 students in it. 95% of students, when it comes to starting YouTube channels, it's not technical things they're struggling with. It's the emotional side of things. They're like, oh, I couldn't possibly make the YouTube videos unless

學院已經有好幾年了。我們已經教了 5000 名學生。95%的學生在開始製作 YouTube 頻道時，糾結的不是技術問題。而是情感方面的問題。他們想，哦，我不可能製作 YouTube 視頻，除非

I have the perfect idea. No one starts making YouTube videos with a perfect idea. Just like no one starts a business with the perfect idea. You decide to start, and then you can figure out the idea second. Now, whatever stage of the business process you're at, you're hopefully making some amount of money, and then you're going to need a place to invest that money. And that is where the sponsor of this video comes in, and that is Trading212. Trading212 is a fantastic app that lets you invest in stocks and shares and funds in a commission-free fashion. They've got a bunch of really good features, which is why I personally use them to manage a portion of my portfolio. So firstly, they've got a great practice mode. If you're new to investing, for example, you can go on the app, and you can make an account for free, and you can invest with fake money, which actually sort of will track how the market's actually performing. And so you can see, would you have made money, or would you have lost money over a certain period of time, had you invested actual real cash? And then once you're ready, you can always switch it from like the fake play video game mode into the actual money mode, which is obviously what I do, because I invest my actual money through Trading212. They also have a really good pies and auto-invest feature. So basically, there's a bunch of like random people who are super into like stock market analysis, and they'll create these pies, where they might be like, you know, this is a pie of stocks, like 30% Apple, 20% Tesla, 10% like, I don't know, Microsoft, 20% Google, all that kind of stuff. And you can browse through these different pies. And you can see how they are currently performing and how they've historically performed. And if you like the idea of a pie, and you kind of agree with what's going on with it, you can actually just copy and paste that asset allocation directly into your account. And you can invest however much money you want in that particular pie. Obviously, for the record, the thing that I do, not financial advice, but generally what most people recommend is to just invest in broad stock market index funds.

我有一個完美的想法沒有人一開始製作 YouTube 視頻時就有完美的想法。就像沒有人以完美的想法開始創業一樣。你決定開始，其次才能想出好點子。現在，無論你處於創業過程的哪個階段，你都希望能賺到一些錢，然後你需要一個地方來投資這些錢。這就是本視頻的贊助商 Trading212 的作用所在。Trading212 是一款神奇的應用程序，讓您可以免佣金的方式投資股票和基金。他們有很多非常好的功能，這也是我個人使用他們來管理我的部分投資組合的原因。首先，他們有一個很棒的練習模式。例如，如果你是投資新手，你可以上這個

But if you're like me, and you maybe want to play around with some small percentage of your portfolio, then using the pies feature is a great way of dabbling with like individual stock picking in that sense. They've also recently added support for multi currency accounts. So if, for example, you're in the UK, and you want to invest in a US stock market index fund like the

但是，如果你像我一樣，想在自己的投資組合中挑選一小部分股票，那麼使用 "餡餅 "功能就是一個很好的方法，可以讓你在這個意義上進行個股選擇。他們最近還增加了對多幣種賬戶的支持。是以，舉例來說，如果你在英國，而你想投資美國股市指數基金，如

S&P 500, like I do, then you won't get hit with the annoying foreign exchange fees. And if you have an invest or an ISA account, then trading 212 also gives you daily interest on your uninvested cash in USD or GBP or euros. They've got more than 23,000 trust pilot reviews with an average rating of over 4.6 stars. So they are very reputable. And like I said, I've been using them for years to manage a portion of my own portfolio. And so if any of that sounds up your street, then do hit the link in the video description. And that will take you to this page where you'll be guided on how to sign up for an account. And if you use that link, you will also get a free share up to the value of 100 pounds. So it's free money, you might as well check out trading 212. And thank you so much trading 212 for sponsoring this video. So now that we've gotten the emotional support side out of the way, that begs the question, what happened the next. And that is where we now come to the customer first approach to building a business.

如果您像我一樣擁有標準普爾 500 指數賬戶，那麼您就不會支付惱人的外匯兌換費。如果您有投資賬戶或 ISA 賬戶，那麼 Trading 212 還會為您未投資的美元、英鎊或歐元現金提供每日利息。他們擁有 23,000 多條信任試點評論，平均評分超過 4.6 星。是以，他們非常有信譽。就像我說的，多年來我一直用他們來管理我自己的一部分投資組合。如果你也想了解這些，請點擊視頻描述中的鏈接。這將帶你進入這個頁面，在這裡你將獲得如何註冊賬戶的指導。如果你使用該鏈接，還將獲得價值 100 英鎊的免費股票。所以說，錢

I've interviewed hundreds of entrepreneurs on my podcast, spoken to hundreds more in real life. And all of them basically talk about this idea, this customer first approach, which is that you're not trying to find an idea for a business. Instead, first of all, you're starting with who are the people you would like to serve? Because fundamentally, what a business is a business solves a problem for someone who's willing to pay for that problem to be solved. And the biggest thing that holds back entrepreneurs and has done forever is trying to build something without first verifying that there's actually someone out there willing to pay for the thing. This is the problem that students often have, because students come up with great ideas. And it's amazing that I have this idea for this business, and they'll just go and try and build it without first verifying that there are in fact people to pay for it.

我在播客中採訪過數百位企業家，在現實生活中也與數百位企業家交談過。他們基本上都談到了這個想法，即 "顧客至上 "的方法，也就是說，你不是在為企業尋找一個想法。相反，首先，你要從誰是你想要服務的人？因為從根本上說，企業就是為願意花錢解決問題的人解決問題的企業。一直以來，阻礙創業者的最大障礙就是，在沒有確認是否有人願意為企業買單的情況下，就試圖建立企業。這是學生們經常遇到的問題，因為學生們會想出很多好點子。我有了這個創業想法，他們卻不先核實是否真的有人願意為之買單，就去嘗試創業，這太不可思議了。

Here we go. That's why when it comes to generating business ideas, customers come first before the product or service, even before the idea to build a business, you need someone to sell to. I can't tell you how many times someone has emailed me saying, what do you think of this business idea?

開始了。這就是為什麼在產生創業想法時，客戶是第一位的，然後才是產品或服務，甚至在產生創業想法之前，你就需要有人賣給你。我都不知道有多少次有人給我發郵件說，你覺得這個創業點子怎麼樣？

I also get those emails. My auto reply, have you asked what the customer thinks? Basically, when you're trying to start a business, the first step is to figure out who are you going to sell to. And that's ideally within your own zone of influence. For example, in my position of being a medical student at university, the people I'm serving are probably the people around me or the parents of the people around me or the people I interact with in hospitals or the people I interact with at the university or the local businesses I interact with. That's like within my zone of influence. The other good thing that this customer should ideally have is money. It is so much easier to create a business where you are targeting people who have money rather than people who don't have money. Again, this is one of the issues with students is that if you're a student, then everyone you know is your age and probably does not have very much money. If it were me and I were a student starting a business, I might be thinking, okay, my friends don't have any money, but who does? Their parents do. Okay. What are the problems that my friends' parents have?

我也收到過這些郵件。我的自動回覆是，你問過客戶的想法嗎？基本上，當你想創業時，第一步就是要弄清楚你要賣給誰。最好是在你自己的影響範圍內。例如，我是一名醫科大學生，我的服務對象可能是我周圍的人，或者是我周圍人的父母，或者是我在醫院裡接觸的人，或者是我在大學裡接觸的人，或者是我接觸的當地企業。這些都在我的影響範圍之內。客戶最好還有一個優點，那就是有錢。如果你的目標客戶是有錢人，而不是沒錢人，那麼創建業務就會容易得多。同樣，這也是學生的一個問題，如果你是學生，那麼你認識的每個人都和你一樣大，而且可能都沒有多少錢

Who else has money? Like my college or my university. There's a pot of money I can tap into there. Okay. Now that you've brainstormed who are the sorts of people ideally with money that you'd potentially like to serve, the next step is to brainstorm what are all of the problems that they have. Now, the easiest way to do this is to just go and ask them, what are the things in their life that are really annoying? What are the things that they already pay for? What are the things where they're paying for something, but the thing they're paying for doesn't seem very good. And if you do this enough, you will come up with an infinite list of problems that people have. And the whole world progresses and evolves based on people discovering a problem and then trying to find the solution to that problem. Uber started because someone complained. It was like, oh man, it's really annoying trying to held out a cab and trying to ring the taxi company. And so that's where the idea for Uber comes along. And there's a really good example here. So I love this. There's the founder first approach and then there's the customer first approach.

還有誰有錢？比如我的學院或大學那裡有一大筆錢我可以利用好的。既然你已經集思廣益，知道了誰是你潛在的服務對象，下一步就是集思廣益，看看他們都有哪些問題。現在，最簡單的方法就是去問他們，在他們的生活中，有哪些事情真的很煩人？哪些事情是他們已經支付過的？哪些事情是他們已經花錢買了，但買來的東西看起來並不好。如果你這樣做的次數足夠多，你就會發現人們有無限多的問題。而整個世界的進步和發展，就是基於人們發現問題，然後試圖找到解決問題的辦法。Uber 的誕生就是因為有人抱怨。當時的情況是，哦，天哪，打車和給計程車公司打

So here we go. Let's say you have an idea for a dog walking out. How would you go about doing it?

我們開始吧。假設你有一個遛狗的想法。你會怎麼做呢？

Here's the way most people, most entrepreneurs would do it. One, spend hours at home thinking about the app and coming up with clever names for it. Two, spend a hundred dollars hiring their cousin to draw a cool logo. Three, set up an LLC. Four, watch YouTube videos about apps and programming and business and dogs. Five, consider signing up for a developer bootcamp and quickly realize that coding is hard. Six, buy the domain name for the snazzy website they're going to build. Seven, look into hiring a developer on Upwork and quickly realize it's prohibitively expensive. Eight, give up again. Does that sound familiar? That is founder first. Now let's take the same idea for a dog walking app and let's put it through the customer first perspective.

大多數人、大多數創業者都會這樣做。第一，在家裡花幾個小時思考應用程序，併為它想出巧妙的名字。第二，花一百美元請表弟畫一個很酷的標誌。三，成立有限責任公司。四，觀看有關應用程序、編程、商業和狗的 YouTube 視頻。五，考慮報名參加開發者訓練營，並很快意識到編碼很難。六，為他們將要建立的時髦網站購買域名。七，考慮在 Upwork 上僱傭一名開發人員，但很快意識到這太貴了。八，再次放棄。聽起來耳熟嗎？這就是創始人第一。現在，讓我們從客戶至上的角度來看待同樣的遛狗應用創意。

One, call or text three people right now who have dogs and ask them to pay you to walk their dog.

第一，現在就給三個養狗的人打電話或發短信，請他們付錢讓你幫他們遛狗。

Two, turns out none of these dog owners have problems walking their dog. You discover their real problem is finding dog sitters when they're traveling. Three, ask for the next travel dates and have them pay you a deposit. They pay jackpot. And the idea here is that quickly, you know, based on this really simple example, which I think we can all relate to in some ways, in the founder first approach, you go down a rabbit hole where you build this thing without verifying that people actually have the problem and are willing to pay for it. In the second one, you come up with an idea. Cool. Then you talk to people and you see, does the idea have legs?

二，原來這些狗主人都沒有遛狗的問題。你發現他們真正的問題是在旅行時找狗保姆。第三，詢問下次旅行的日期，讓他們付你定金。他們會付彩金。這裡的想法是，基於這個非常簡單的例子，我想我們在某些方面都能聯繫到，在創始人的第一種方法中，你走入了一個兔子洞，在那裡你建立了這個東西，但卻沒有驗證人們是否真的有這個問題並且願意為此付費。在第二種方法中，你想出了一個點子。這很酷。然後，你與人們交談，看看這個想法是否可行？

Would they be willing to pay you for it? You realize, no, they don't. And now you do something else because you realize they are willing to pay you for this other thing. And crucially, you ask for that first sale. You make that first dollar. The first dollar is always the hardest.

他們願意為此付錢給你嗎？你意識到，不，他們不願意。現在你要做別的事，因為你意識到他們願意為這件事付錢給你。最重要的是，你要做第一筆生意。你賺到了第一筆錢。第一筆錢總是最難的。

The first three customers are always the hardest. If you just aim to try and get your first three paying customers as soon as is humanly possible before you even try and build anything, then at least you have some kind of validation that the idea has legs. So this, for example, is an email that one of Noah's friends, Boris, sent. Subject, helping you help me with food.

前三個客戶總是最難爭取的。如果你能在嘗試創建任何東西之前，儘可能快地爭取到前三位付費客戶，那麼至少你的想法得到了某種驗證。例如，這是諾亞的朋友鮑里斯發送的一封電子郵件。主題是 "幫我弄點吃的"。

Hey friends, one thing I realized is that I'm busy all the time and I don't have time to cook a quality meal. I wanted to invite a few close friends to test a business idea with me. Consider yourself the lucky chosen few. Smiley face. Convenient and home-cooked meals. On February 9, for $20, there will be a personal chef making us food and delivering it to you conveniently and deliciously. If this is something you're seriously interested in, please PayPal $20.

朋友們，我意識到一件事，那就是我總是很忙，沒有時間做一頓高質量的飯菜。我想邀請幾位好友和我一起測試一個創業想法。就當你是被選中的幸運兒吧。笑臉方便快捷的家常菜。2 月 9 日，只要花 20 美元，就會有一位私人廚師為我們製作食物，並將食物方便、美味地送到您的手中。如果你對此非常感興趣，請支付 20 美元。

Open to all and any feedback. Cheers, Boris. P.S. Please let me know if you have any dietary requirements, etc. I promise the dinner will be delish! Exclamation mark, exclamation mark, exclamation mark. This is how you validate the idea for a business. You know, you might have a business idea and at a party you say to someone, oh, I'm thinking of starting a business around bloody blah. Would you be interested? Social etiquette dictates that they basically have to say yes. You're very unlikely to meet someone who will actually say, no, I won't get bit about that. But here's the crucial bit. If you ask them for money, be like, oh, okay, cool. Well, you know, I'm taking pre-orders now. Would you be willing to pay me $20 for it? Now you see how good your idea actually is because no one is going to part with their money unless they actually believe in the idea. Words are cheap, money is not.

歡迎大家提供任何反饋意見。乾杯，鮑里斯。附註：如果您有任何飲食要求，請告訴我。我保證晚餐會很美味！感嘆號，感嘆號，感嘆號。這就是你驗證創業想法的方式。你知道，你可能有一個創業想法，在一次聚會上，你會對別人說，哦，我想圍繞著血腥的胡說八道創業。你有興趣嗎？社交禮儀規定，他們基本上必須答應。你不太可能遇到真的會說 "不，我不感興趣 "的人。但最關鍵的一點是如果你問他們要錢，就說，哦，好吧，酷。好吧，你知道，我現在正在接受預購。你願意付我 20 美元嗎？現在你就知道你的想法有多好了，因為除非他們真的相信你的想法

So if someone says, yeah, I like your business idea, that, that means jackal. What matters is, are they actually paying for it? Have they pre-ordered the thing? Would they be willing to be your first customer for a 50% discount with a money back guarantee? Anything like that?

所以，如果有人說，是的，我喜歡你的經營理念，那就意味著豺狼當道。重要的是，他們真的付錢了嗎？他們預購了嗎？他們願不願意成為你的第一位顧客，並享受五折優惠和退款保證？諸如此類？

Now, the other way to get business ideas is to also look to your own problems. If you find something is a problem for you, chances are it'll be a problem for other people as well. And there are four prompts that Noah gives us that I fully agree with that help us figure out what our own problems are. So firstly, what is one thing this morning that irritated me? Secondly, what is one thing on my to-do list that's been there for over a week? Thirdly, what is one thing that I regularly fail to do well? And fourthly, what is one thing I wanted to buy recently only to find out that no one made it? And these sorts of prompts help you think about like the problems in your own life.

現在，獲得創業點子的另一個方法是也從自己的問題入手。如果你發現某件事對你來說是個問題，那麼很有可能對其他人來說也是個問題。諾亞給了我們四個提示，我完全同意，它們可以幫助我們找出自己的問題所在。首先，今天早上有什麼事情讓我感到惱火？第二，在我的待辦事項清單上，有什麼事情已經存在了一個多星期？第三，我經常做不好的一件事是什麼？第四，什麼是我最近想買卻發現沒人生產的東西？這些提示有助於你思考自己生活中的問題。

You should sort of become a magnet for problems. Like as you go through life, anytime you find something annoying, what an aspiring entrepreneur or an actual entrepreneur does is they recognize, oh, I'm finding this thing annoying. I have just identified a problem.

你應該成為問題的磁鐵。就像你在生活中遇到煩人的事情時，有抱負的創業者或真正的創業者會這樣做："哦，我發現這件事很煩人。我剛剛發現了一個問題。

And a problem with a solution is a business, assuming people are willing to pay for that solution. Whereas what most people do is like they will just come across a problem and they'll be like, oh, yeah, it's just a thing. Oh, yeah, it's really annoying that we have to fill out these like feedback forms in our lectures. And that's where the idea will stop. What I used to do in med school was, oh, man, it's really annoying that we've got to fill out those feedback forms in lectures. I wonder if there would be a more efficient way of doing that. If we found the right person, we could build a solution to this. And when I was in med school, I was unsophisticated with this. I was like, oh, how might I build this? I knew how to code. I knew how to make websites and apps and stuff. So I would default to like just trying to build the thing. I've wasted years of my life chasing business ideas where I was like, I found an idea. I'm going to build the thing. And I didn't find any customers to pay for the bloody thing. And I really, if someone had told me this when I was 13, I would literally say seven years of my life chasing down random rabbit holes because I was afraid or didn't realize I could speak to people and actually just ask them for money. The main thing is that honestly, the way you start a business these days is that you try and get people to pay for the thing before you make the thing. People come to me and they're like, hey, Ali, I've got a bit of an audience. I want to make an online course.

有解決方案的問題就是一門生意，前提是人們願意為解決方案買單。而大多數人的做法是，他們遇到一個問題，就會說，哦，是啊，這只是個問題。哦，是啊，我們在講課的時候還得填這些反饋表，真是煩死人了。就這樣，他們的想法就停止了。我在醫學院時常做的事就是，哦，天哪，我們必須在講課時填寫這些反饋表，這真的很煩人。不知道有沒有更有效的方法。如果我們能找到合適的人，就能建立一個解決方案。當我還在醫學院的時候，我對此還不太瞭解。我當時想，哦，我怎麼才能造出這個呢？我知道如何編碼。我知道如何製作網站和應用程序之類的東西。所以，我

And I'm always like, okay, cool. I know that the temptation is there to build the course and then sell it in that order. But you should flip that around. You should sell the course and then build it. So if for example, you're thinking, you know, maybe your audience wants a course on how to build the perfect productive desk setup, you could go out and spend like a month or two or three trying to create the course. That would be a terrible idea. Instead, what you should do is pre-sell it. You can whip up a landing page in like a Google doc in maybe half a day. You can send it out to people in your audience and be like, hey, potentially working on this course about how to have a productive desk setup. If this sounds interesting, you can pre-order the course here. It'll be released in the next month and I'll give you your money back if you don't like it. 50% off. Something to that effect. Because based on how the pre-sell goes, if enough people want to buy it, then it gives you an idea. It lets you validate the market. So it's about finding a problem, finding someone who's willing to pay for the solution to that problem, talking to those people quite a lot, getting money from them. And only once you have done that, do you know that, okay, this is a business idea worth pursuing. And now you can start to build the thing because you already have paying customers. This is the thing that I wish I had known when I started my entrepreneurship journey. This is the thing I wish is a message that could be hammered into the heads of every single aspiring entrepreneur out there. I give so many talks these days around the world. It's super fun. And there's always like half the audience are aspiring entrepreneurs and they're all stuck in this thing of like, oh, I need to have a good business idea. Or, oh, I've just been building this thing, but like I haven't built it yet. And I need to make my MVP first. And then all of it is a total waste of time. If you speak to people who are second time founders, people who have started multiple companies, you'll find this, they spend the majority of their time just talking to customers. The more you talk to your customers, the more you validate the idea actually has a market. The more you understand what problems they have, the more you can start to see, huh, maybe I thought this thing should be red, but actually this thing is blue. The more you try and ask them for money to pre-sell the thing that you haven't even built yet, the more likely you are to succeed in the business. Honestly, I think you should totally read the book. It's absolutely amazing. Noah's done a smashing job of it. And if you liked this video and you want to see a way deeper dive into this, I actually have an interview with Noah Kagan on the Deep Dive podcast that will be linked right over here. Thank you so much for watching and I'll see you in the next video. Bye-bye.

我總是想，好吧，酷。我知道，按照這樣的順序製作課程，然後銷售出去，是很有誘惑力的。但你應該反其道而行之。你應該先賣課程，然後再建課程。舉個例子，如果你在想，你知道，也許你的閱聽人想要一門關於如何建立一個完美的高效辦公桌的課程，你可以出去花上一兩個月或者三兩個月的時間來創建這門課程。這將是一個糟糕的想法。相反，你應該做的是預售。你可以在半天之內用谷歌文檔創建一個登陸頁面。你可以把它發給你的閱聽人，然後說，嘿，有可能正在學習這門關於如何擁有高效辦公桌的課程。如果這聽起來很有趣，你可以在這裡預購課程。它將在下個