无心剑中译贝索斯15条经典语录

1、On complacency: "A company shouldn't get addicted to being shiny, because shiny doesn't last."

论自满：“一个公司不应沉迷于光芒四射，因为光芒不会持久。”

2、On innovation: "I think frugality drives innovation, just like other constraints do. One of the only ways to get out of a tight box is to invent your way out."

论创新：“我认为节俭驱动创新，正如其它约束驱动创新一样。要从紧闭盒子里出来，只有靠自己创造一条出路。”

3、On progress: "If you're competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering."

论进步：“若以竞争者为中心，就得等到对手有所行动。以客户为中心，让你更具开拓性。”

4、On developing company culture: "Part of company culture is path-dependent—it's the lessons you learn along the way."

论发展公司文化：“部分公司文化路径依赖——它是你前进路上的必修课。”

5、On new ideas: "There'll always be serendipity involved in discovery."

论创意：“发现中总有意外惊喜。”

6、On haters: "If you never want to be criticized, for goodness' sake don't do anything new."

论批评者：“若你想从不被批评，那务必不要尝试新事物。”

7、On motivation: "I strongly believe that missionaries make better products. They care more. For a missionary, it's not just about the business. There has to be a business, and the business has to make sense, but that's not why you do it. You do it because you have something meaningful that motivates you."

论动机：“我坚信传道者能创造更好的产品，因为他们关心更多的事情。对于传道者，凡事并不仅仅是生意。得有桩生意，还得言之有理，但那也并非你去做的原因。你做某件事，是因为它的意义驱动着你去做。”

8、On choosing friends: "Life's too short to hang out with people who aren't resourceful."

论择友：“人生太短，莫与庸者闲逛。”

9、On morals: "The one thing that offends me the most is when I walk by a bank and see ads trying to convince people to take out second mortgages on their home so they can go on vacation. That's approaching evil."

论道德：“让我最不爽的一件事：一天路过银行时，看到一则广告，力劝大家将自家房子作二次抵押，以此贷款去旅游。这几近邪恶。”

10、One strategy: "We've had three big ideas at Amazon that we've stuck with for 18 years, and they're the reason we're successful: Put the customer first. Invent. And be patient."

论战略：“亚马逊有三大观念，已经坚持了18年，也是亚马逊成功的原因：客户至上、创新和耐心。”

11、On growth: "All businesses need to be young forever. If your customer base ages with you, you're Woolworth's."

论成长：“所有企业需要永葆青春。如果客户群与你一起变老，你就会重蹈伍尔沃斯的覆辙。”

12、On pivoting: "If you're not stubborn, you'll give up on experiments too soon. And if you're not flexible, you'll pound your head against the wall and you won't see a different solution to a problem you're trying to solve."

论绕轴转：“如果你不固执，就会过早放弃试验。如果你不灵活，就会头撞南墙，而无法另辟蹊径解决当下难题。”

13、On marketing: "In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts."

论营销： “旧世界里，时间30％用来创建伟大服务，70％用来为它吆喝。新世界里，比例正好倒过来。”

14、On pricing: "There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second."

论定价：“有两类公司，一种公司为提高价格而工作，一种公司为降低价格而工作。我们会成为第二种。”

15.Cleverness is a gift, kindness is a choice.

聪明是一种天赋，善良是一种选择。

译于2018年6月26日。