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  • I grew up poor in the housing projects of Brooklyn, New York.

    我小時候很窮,我在紐約布魯克林的社會住宅中長大。

  • The word "no" has been said to me more than "yes"...

    比起「好」,我更常聽到「不」。

  • But I never let that stop me from building the fifth largest food chain in the world.

    但我從未讓這件事阻止我建立世界上第五大連鎖餐飲企業。

  • I am now the 232nd richest person in the United States with a net worth of $2.9 Billion dollars.

    我現在是美國富人榜第 232 名,擁有 29 億美元的資本淨值。

  • Guess Who? Their life from beginning to present.

    猜猜這是誰?成功人士至今的生命歷程。

  • I was born on July 19, 1953, to a family that didn't have a lot of money.

    1953 年 7 月 19 日,我出生在家境清寒的家庭。

  • Money was a challenge as my mother was a receptionist.

    金錢的匱乏是一大挑戰,我媽媽是一名總機小姐。

  • And my father was a World War II veteran working as a diaper delivery driver.

    爸爸是二戰的退伍軍人,他後來成為尿布配送司機。

  • They didn't have a college education, but they worked hard for the family, and they loved their work.

    雖然他們兩個都沒有上過大學,但是他們為了家庭認真工作,並且熱愛他們的工作。

  • I don't know if they were ever able to enjoy life.

    我不知道他們有沒有真正享受過生活。

  • When my father fractured his ankle while working, it brought us to our lowest point.

    當我爸因為工作而腳踝骨折時,我們家的狀況跌到了谷底。

  • Little money in our pockets, medical bills to pay, we lived by the day.

    當時我們只剩一點錢,還要支付醫療費用,每天都過著沒有明天的生活。

  • It was difficult seeing hard working people struggle for survival.

    看著辛勤工作的人為了生存而奮鬥是一件很痛苦的事。

  • I promised myself it wouldn't happen to anyone else.

    我當時就對自己許下諾言,不再讓這樣的事發生在任何人身上。

  • Most people work their first job at 18. My first job was at 12 years old.

    大多數人在18歲時開始第一份工作,而我則是12歲就開始了。

  • I sold newspaper and worked in a local cafe.

    我賣報紙並在一家咖啡廳工作。

  • I guess you can say my childhood wasn't really much of a childhood except for playing sports.

    我想你大可以說除了運動之外,我沒有度過真正的童年。

  • I wasn't a straight-A student or most voted to succeed, but I was really good at American Football.

    雖然我不是全 A 資優生,也不是大多數人票選會成功的學生,但我很擅長美式足球。

  • It was a way for me to escape my world and enjoy something I was good at.

    美式足球讓我逃離現實並讓享受我所擅長的事物。

  • I worked hard and was awarded a football scholarship to Northern Michigan University where I became the first person in my family to go to college.

    我非常努力並拿到了北密歇根大學的足球獎學金,成為我家第一個上大學的人。

  • I always knew I wouldn't become a professional football player, but I did know I wanted to be educated.

    我一直都知道自己不會成為專業的足球選手,但我一直都知道自己想接受教育。

  • I worked hard for it and became the first person in my family to graduate from college.

    所以我很用功並成為我家第一個大學畢業生。

  • I worked various jobs and have always been determined to succeed at my goals.

    我嘗試了許多不同的工作,也一直抱著要成功達到目標的決心。

  • At 26 years old, I became Vice President in charge of sales for a Swedish Houseware company.

    我 26 歲的時候,成為一家瑞典家居公司的銷售副總。

  • No, it's not IKEA, if that's what you're thinking. In some people's minds, this would be seen as "successful".

    不,不是你猜想的宜家家居。對一些人來說,這樣已經堪稱「成功」。

  • I mean, Vice President isn't an easy job title at such a young age. But not me.

    畢竟,副總這個頭銜,對年輕人來說可不好勝任,但我並不滿足。

  • I didn't feel happiness, joy or fulfillment.

    我沒有感受到幸福、快樂或成就感。

  • Not until I visited a shop that was placing large orders for one of our items, a drip coffeemaker.

    直到我去拜訪大量訂購我們公司的濾滴咖啡機的那家店。

  • At the time, the two owners were selling whole coffee beans, teas, spices and coffee-making accessories.

    當時,兩位店主在店裡販賣未研磨的咖啡豆、茶葉、香料和咖啡製作設備。

  • I felt their passion and love for something as simple as coffee. Coffee! Can you believe it?

    我感受到他們對咖啡這樣單純的東西的熱愛,咖啡欸,你相信嗎?

  • Keep in mind, this was 1981 when coffee was a quick drink to get you through the work day.

    記得,這可是 1981 年,當時咖啡只是一種幫助你度過工作日的速沖飲料。

  • I knew this was where I belonged.

    我知道我屬於這裡。

  • I fell in love with what they created and the passion they had for something that was overlooked.

    我愛上了他們創造的東西,愛上了他們對被忽視的事物的熱忱。

  • For one year, I called, I asked, I nagged, and I visited asking them to let me join their team.

    後來整整一年,我不斷地打電話、洽詢、嘮叨並拜訪他們,希望能加入他們的團隊。

  • I must have annoyed them really badly because later that year, I became their Director of Marketing.

    當時的我一定讓他們感到很厭煩,因為那年年底,我成為了他們的行銷總監。

  • One year into the job, I went on a business trip to Milan.

    在那邊工作了一年後,我出差到了米蘭。

  • And what I saw was a complete difference from American coffee drinking culture.

    我在那裡看到了與美國完全不同的咖啡文化。

  • People actually sat down and enjoyed their drinks. It was more than a drink, it was a relationship.

    人們會真的坐下來享用咖啡,它不只是一種飲料,而是建立關係的橋樑。

  • A place where people went to meet, talk, and appreciate a finely made coffee.

    咖啡廳是一個人們聚會、聊天並品嚐精緻咖啡的地方。

  • "This was what we need," I thought . This was my second eureka moment!

    我心想:「這正是我們所需要的」。這是我第二次頓悟。

  • I told the owners of my vision, but they wanted to stay true to their current business of selling bulk items, not individual drinks. I didn't blame them.

    我將我的想法告訴了老闆,但他們想要忠於目前的業務,繼續販賣成散裝商品,而不是單杯飲料,我不怪他們。

  • Americans at the time didn't even know what a latte was!

    當時的美國人甚至不知道拿鐵是什麼!

  • I decided I would create my own coffee shop.

    我決定要開一家自己的咖啡廳。

  • The challenge was trying to raise $1.6 million dollars in 1 year.

    當時遇到的挑戰是要在一年內募到 160 萬美元。

  • I spoke to 242 people, and 217 said "no" - that's a 90% no by the way.

    我當時去找了 242 個人,其中 217 個人都回答「不」。順帶一提,這表示有九成的人都說「不」。

  • They'd tell me it wasn't worth the money. That it wouldn't work.

    他們告訴我不值得花這些錢,這樣是不會成功的。

  • That there was no real profit in such a business. I won't lie.

    這樣的生意是不會賺到錢的。我不會騙你們。

  • I was discouraged and I even questioned my idea. But growing up poor, I wasn't after profits or millions.

    當時的我深深被打擊,甚至開始懷疑自己的想法,但是從貧困的環境中長大,我並不追求利益或是百萬收入。

  • I was after my dreams to become a reality. I didn't get my full $1.6 million.

    我追求的是化夢想為現實。最後我還是沒有完全募到 160 萬。

  • But I got what I needed to open my first shop, "Il Giornale." I made many mistakes in that first store.

    但我已經得到夠多錢,可以開第一家店 Il Giornale 。我在這第一家店中犯了很多錯。

  • But I learned very quickly and picked myself up until we were making annual sales of half a million dollars.

    但我學習的很快並重整旗鼓,直到我們創造了 50 萬的年收入。

  • I was one step closer to my goal. But something was still missing.

    我離自己的目標又更近了一步,但還是缺了什麼。

  • Remember that shop I had to be apart of and worked for?

    還記得那間我曾經待過的店嗎?

  • Well, soon after, the owners decided to sell their business.

    不久之後,老闆們決定要賣掉他們的生意。

  • I had a deep relationship with that shop and I just couldn't let it go.

    而我對那家店有很深的感情,不可能就這樣讓它被賣掉。

  • So, in 1987, I bought their 6 stores for $3.8 million dollars.

    所以我在 1987 年的時候用 380 萬買下了他們 6 家店面。

  • And combined my stores with their 6 and became the CEO of Starbucks Coffee. You heard it correctly.

    我自己的店加上他們的 6 家店,我成為了星巴克咖啡的執行長。是的,你沒有聽錯。

  • Starbucks was the first coffee shop I walked into, worked for, and eventually bought.

    星巴克就是那家我第一次走進去,在裡面工作並最後將它買下的咖啡廳。

  • Although, it wasn't the Starbucks you know today. Over the years...

    雖然當時還不是你今天所知的星巴克,但過了幾年後...

  • I managed to transform it into the drink shop I always imagined.

    我成功地將它們改造成我夢想中的咖啡廳。

  • That people said was "dumb", a "bad idea", "wouldn't work".

    從經被人們說是「愚蠢的」、「壞主意」和「不會成功」的咖啡廳。

  • It's grown to be a place that is more than specialty coffee drinks.

    它成為了一個不只是販賣咖啡的地方。

  • But a place to study, meet friends and feel comfortable.

    而是一個可以念書、與朋友碰面和讓人感到舒適的地方。

  • There are now more than 26,736 Starbucks stores in more than 75 countries employing over 300,000 people.

    現在已經有超過 26736 間星巴克門市分布在 75 個國家,擁有超過 30 萬名員工。

  • But that's not where my successes lie.

    但我的成功並不建立在這些上

  • I found my success when I was finally able to give back to every Starbucks employee, or...

    我的成功建立在自己終於能回饋給每位星巴克員工,

  • Partners is what I call them, with stock options, free health care, dental care, retirement plans...

    或是我口中的夥伴,股票選擇權、免費醫療照護、牙齒保健、退休計畫、

  • Adoption assistance, and paid college tuition for all of our partners.

    育兒津貼和大學學雜費補助

  • My father passed away before he could see what I've done. But I think he'd be proud.

    我爸爸在能看到我做的這一切前就過世了,但我想他一定會很驕傲地

  • To see Starbucks providing hard working class people with benefits he wasn't able to enjoy or provide.

    看著星巴克提供這些福利給辛勤的勞工階級們,而這些福利都是當時他無法享受到或是提供的

  • No, I wasn't the original founder of Starbucks Coffee Company.

    不,我並不是星巴克企業最初的創辦者

  • But I had the goal to build a relationship between man and coffee.

    但我立志於建立起人與咖啡之間的連結

  • And I made it into the Starbucks you know today.

    然後我打造了你今天所知的星巴克

  • Most of all, I had the dream to build a company that my father was never able to work for.

    最重要的是,我一直夢想著建立這樣一家公司,一家我爸爸從不曾工作過的公司

  • A company that treated their employees how my father and family wanted to be treated.

    這家公司以我爸爸和我的家人所希望被對待的方式,來對待這裡的員工

  • It was never about the money, the profits or the possible wealth.

    對這家公司來說最重要的不是錢、不是利益、更不是潛在的財富

  • It was about the people I would help.

    最重要的是我能幫助的人

  • That is my success.

    這才是我的成功

  • That is my greatest achievement.

    這才是我最大的成就

  • My name is Howard Schultz, and I am the rags to riches who built Starbucks Coffee Company.

    我的名字叫 Howard Schultz ,我從一貧如洗到今日的豐衣足食,將星巴克企業

  • Into one of the world's most recognizable brands.

    打造成當今世界上最知名的品牌之一

I grew up poor in the housing projects of Brooklyn, New York.

我小時候很窮,我在紐約布魯克林的社會住宅中長大。

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A2 初級 中文 美國腔 星巴克 咖啡 咖啡廳 成功 成為 足球

「不」這個字讓我成為億萬富翁!(The word "no" made me into a billionaire)

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    Evangeline 發佈於 2020 年 09 月 03 日
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