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

versus when you did it on television,

和你在節目上採訪人的方式

there's slight differences

應該也有不同的地方吧

'cause they're different mediums.

因為他們是不同的平台

- Slight.

- 稍微

- Slight and it's slight, but it's real.

- 的確是稍微 但它的確不一樣

And in that slightness is all the magic.

然後在那稍微的差異就是一切

Number three, it's understanding

第三, 你必須了解

that you have to provide value.

你必須要提供價值

Too many businesses right now on Facebook

現在有很多企業在Facebook上

and Twitter and Instagram,

推特 和 Instagram,

every post they put out is buy my stuff,

他們所發放的每一個貼文是買我的東西

buy my stuff, buy my stuff,

買我的東西，買我的東西

here's where I'm gonna be, check me out,

我們待會會在這邊喔 可以看看我的東西喔

buy my book, check out my experience,