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So the Internet, not social networks has, by the way why am I stuck in air quotes always. Hardcore fans know what I'm takling about.
所以我们说互联网，我没有指“社交网络”，我怎么总是喜欢打引号，铁杆粉丝一定知道我在说什么。
So the Internet is a, is stuck in a place where people have realized that it's disrupted. Publishing,
我们发现如今的互联网让一些传统行业遭受了影响，比如出版业，
you read books on Kindles and iPad. I can go direct with my future books. May, may not.
如今人们都拿着“Kindles”或是“iPad”平板看书，或是未来之书。
Music right? We download music now. No more CDs. Commerce, you buy things on Amazon.
还有音乐，我们如今不再听CD了，都是下载音乐，我们还会在亚马逊上买东西。
You know all these things have happened, but the one thing that we don't talk about
这些都因为互联网而发生了改变，但有一个问题我们似乎没有谈论过，
is the Internet is really disrupting media companies quite a bit. The cost of entry to become a media company is so low,
那就是互联网对传媒公司的影响，如今成立传媒公司的门槛非常低，
you don't have to buy a TV network anymore.
你不再需要购买网络电视。
You don't need to buy a multi-million dollar printing press to reach the end consumer.
也无需收购一个价值数百万美金的出版商，从而直接接触消费者。
You literally use products that are free like WordPress medium and now because of the word of mouth which is the plumbing of society.
你可以利用一些免费的媒介，比如“WordPress”，再加上口碑效应，它就好像是社会的水管装置。
Now that social networks have mapped that.
而如今的社交网络就好比把它呈现出来。
Social networks if you don't know, if you've got twisted.
如果你不知道什么是社交网络，感觉有点混乱，我来告诉你。
Social networks are the plumbing of word-of-mouth in our society now. So with that, which is distribution,
它将社会中的口碑以水管的形式表现出来，并且呈分散状，
which is really what media is and with free sites like WordPress and medium things of that nature, which is the content production aspect.
那么它就是我们说的传媒，再利用像“WordPress”等免费媒介，我们可以利用这些来生成内容，
Basically the cost to get out there is double zero. Robert Parish. Now here's what's really happening.
成本几乎为零，罗伯特·帕里什，那么我接下来说的就重要了。
Where I think people are misunderstanding things is that the cost of entry to being relevant in our society today is content.
人们容易产生误解的问题是，进入这一行的成本其实是你的内容。
If you're not putting out stories, you basically don't exist.
如果你没有内容产出量，你几乎不可能存活。
And so what I really want to make this video about is once and for all to put a stake in the ground
注意了，我今天想说的其实是这个，
or my fist on this table. Khrushchev style since I'm Russian.
我有时会砸桌子引起你们的注意，有点像赫鲁晓夫对吗，可能是因为我是俄罗斯人。
Every one of you is a media company. Now I know people hate hearing the term personal brand. It feels icky.
所有人都是传媒公司，我知道许多人讨厌听“个人品牌”这个词，感觉有点太恶心了。
Fine, call it your reputation and I know it might sound like everybody's a media company so cliche. Marketing talk. Fine.
没问题，你可以把它叫做声誉，你一定会觉得我这么说太老掉牙了，像是市场营销讲座，随便吧。
Call it what you want. But if you are not putting out content that is bringing value to people
随便你们怎么叫吧，但如果用户没有从你的内容中获得价值，
whether it's making you giggle, whether that's making you think, whether that's educating you on wine or business or whatever it may be.
不管是让人开怀大笑，还是会引发人们深思，或是获取一些红酒或商业知识，等等吧。
If you're not putting out that content, you were betting being drowned out by the massive volume of content
如果这些你都没有，那么你一定会被当今多如潮水的内容所淹没，
that is being put out by businesses, media companies, entrepreneurs on and on and on. And if you don't understand this,
这些都是各个企业、传媒公司以及企业家等等，都是他们在做，如果你还不清楚，
and you head into a 2014 world and you don't have a very strategic strategy on putting out content on a daily basis,
我们即将进入2014年，如果你在这方面还没有一个很明确的策略，比如说每天更新内容，
or weekly basis that's actually bringing value to the end consumer which then reciprocates you getting business,
或是每周更新内容，你知道这些东西会为用户带来价值，它也会反过来让你的生意越做越好。
you will be left out in the cold. You will be Blockbuster. You will be the person that, that buster video.
那么你将不再受到重视，你也将成为下一个百事达，你将成为没有人要的百事达录像。
You will be the person that owned a ton of horses before the car. You will be Borders books that laughed at Amazon.
你将成为一个只懂得骑马，不懂得开车的人，你也将成为下一个对亚马逊嗤之以鼻的博德斯书商。
You can laugh at all this video all you want, but I'm looking forward to having a conversation with you in four years,
如果你想笑就尽管笑吧，但我期待四年后的你，
if you do not act on this rant.
如果你看了我的视频，而没有采取任何行动。
