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Hey guys, how you doing? Gary here, just hanging out, came to a finally a good thought that I wanted to put on garyvaynerchuk.com and
大家好我是加里，我突然有了个不错的点子，希望在“garyvaynerchuk.com”节目中说一说，
kind of recaps a lot of what I've been doing, but before I do, I just want to point to this.
像是一种对过去的总结，那么在我们节目开始之前，我想让大家看我手指的方向。
That is a Joe Namath statue made out of tin foil. I'll give it a little more play later.
这是用锡纸做的乔·纳马斯的塑像，等一下我们再说。
Anyway, I want to talk to you about PHCC. PHCC is a, is a really the core, a wrap-up of what I've been thinking about
今天我想谈一谈“PHCC”，我觉得它就像是一个总结，
with garyvaynerchuk.com over the last couple months, the things I've been talking about, things I've been interacting with you guys
尤其是在过去几个月里，我在“garyvaynerchuk.com”节目中的总结性话语，也是我一直和网友进行探讨的话题，
with and so many people are asking me different questions I figured, I'd wrap it up in a ball and make this video.
许多人在节目中问我问题，我想借此机会来一次总结性发言。
You know listen, I was born in Belarus, the former Soviet Union. So I come from the land of four letters.
我出生在白俄罗斯，属于前苏联，所以那里的人都喜欢用四个字来代替。
You know USSR, CCCP. You know I come from that land so it's probably proper that I've got a four-letter thought process.
比如说“USSR”“CCCP”，所以就因为如此，我可能也形成了这种四字格的思维模式。
PHCC, what does it stand for? What does it mean and how does it affect you? To me, the the world is changing right?
“PHCC”，它到底是什么意思，它对你又产生了怎样的影响？但对于我而言，世界发生了变化。
Word of mouth is exploding. The tools we're using whether it's Twitter or you know Facebook or whatever it may be.
口碑的世界正在逐渐膨胀，我们的生活“工具”也发生了变化，比如“推特”“脸书”等等。
FriendFeed, Pounds beyond and beyond and it's gonna continue to keep going, Seesmic.
“FriendFeed”“Pounds”等等，这一趋势还会继续发展，还有“Seesmic”等等。
These are ways to communicate on a global level and the word gets traveled right? I mean it just continues to travel.
在全球范围内，我们运用这些方式来进行日常交流，而且可以遍布世界任何一个角落，并不止于此，它还在继续向前发展。
I mean the biggest socialite in New York, how many people could she possibly tell 10 years ago right.
纽约最知名的社交名流，那么十年前的她又是怎么预测未来的呢。
So word of mouth is on steroids. So taking that into consideration. Every brand, every person and I mean personal brand,
口碑的力量在无限放大，所以我们一定要考虑清楚，每一个品牌，每一个个人品牌的塑造，
I mean you know Coca-Cola, Green Mountain Coffee, every business that there's a changing platform.
比如说可口可乐，绿山咖啡，每一个品牌和企业，我们现在的运作平台正在发生变化。
The gatekeepers are changing and so that's very important to understand.
规则变了，所以要了解这一点是非常重要的。
So PHCC, P stands for patience. Way too many people in this space are not patient.
那么再回到“PHCC”，P代表的是耐心，许多人缺乏耐心。
Everyone's like why isn't it happening? I've been doing this for six months. Are you kidding me you're building a business.
总是有人在问怎么还没成功？我已经做了半年了，你是在开玩笑嘛，你是在创业，创建企业。
I mean all these terms that people arguing a social media death. No such thing as social.
现在有许多关于这方面的讨论，比如社交媒体要完了，根本就没有什么社交媒体。
Who cares? It's business. We're in America economics you know, this is a capitalist country. It's business.
有谁会关心？ 这是你的事业，你的公司，我们生活在美国，我们是资本主义国家，讲的是商业。
When you build a business, things don't normally happen in six months my friends.
当你在创业，寻找商业机会的时候，许多事情不是半年就会发生变化的朋友。
Promise you it's a long career. For me it started with lemonade stands when I was five. Still some principles I use.
我敢保证，这是一条很漫长的职业道路，我五岁的时候是柠檬摊子，但如今一些从商原则我还是一直在用。
So it takes time when you're building a business. So if you're doing a podcast or you're doing a WebApp
所以经商需要时间的沉淀，所以如果你做的是播报，或是“Web”应用，
and you don't have a lot of attraction after six months, you know please understand what you're going for.
如果半年后你发现你的产品吸引力不大，你要想想你的目标到底是什么。
You have that patience. The gatekeepers the people that are spending the advertising dollars right now
你必须要有耐心，许多公司如今在广告业花大价钱做广告，
are not totally wrapped around this face and rightfully so. It still have, you know the new metrics they need to figure it out.
但除此之外，他们的宣传范围并没有扩大多少，所以他们还需要找寻一些可以去开发的领域去进行宣传。
They're not sure exactly. When you're not positive about something you don't jump in.
但他们不是特别确定，所以当您不确定的时候，你不会去冒险。
Oh here's a pool. Why is the water purple? I don't know. Jump in you know that's how they do it.
那有一个水池，为什么水是紫色的？不知道，跳进去看看吧，他们就是这么做的。
You can hold them stupid but they still run big businesses and they kind of know what they're doing,
你可以说他们很愚蠢，但他们的生意规模很大，他们的目标也非常清晰，
because honestly I agree with you, to spend twenty thousand dollars on a newspaper ad or you know on a magazine ad
因为说实话我同意你的观点，两万美金花在报纸，或是杂志广告上，
or on a，you know a radio ad is just not quite as smart if you really delve into social media, Web 2.0, all the crap，whatever you call it.
或是什么广播广告上，确实不是非常明智，但如果你探索社媒，或是什么“Web 2.0”等等，你怎么叫都可以，
You know there's a lot of opportunity, a lot of opportunities for that advertisers, but that's another story,
那里面的机遇还是非常多的，它会为那些登广告的公司提供许多机会，但这是另一回事了，
but what you have to wrap your head around is the number two. You know that lovely lady in the office that's 34 years old,
但你需要认真考虑的是第二步，办公室那位34岁的年轻女士，
she knows what's up guys. You know her. You met her at the conferences. She's gonna be primed and she's gonna be ready in two years
她了如指掌，你知道这个人，你还在会上见过她，她将在两年之内成为举足轻重的人物，
to make the buying decisions for this global company and guess what, you're gonna start seeing the benefits.
她将决定这家大公司的购买权，那么你也会受益无穷。
You're gonna get start getting offers. So keep doing your thing and that's where the second part.
那么你将收获满满，所以继续你该做的事情，这就是我说的第二步。
That's why it starts with a P. You need the patience, but here comes the HCC.
这就是我说的“P”，你需要用耐心，那么剩下的是“HCC”。
The next point is H, hustle. You've heard me talk about Hustle 2.0.
下一个我们要说一下“H”，努力上进，我们之前讨论过“Hustle 2.0”对吗。
It goes back. You've got to work your face off. That's the bottom line folks.
现在我们再说一遍，你需要努力努力再努力，这是底线朋友们。
You've got to work really hard and you've got to continue to commit to your product,
你真的需要非常努力，还要为你的产品呕心沥血，
but you've got hustle for the monetizing. That's something I, you know I want to add in here because you've heard me say hustle before.
但在赚钱方面你也需要抓紧时间，这是我今天新加进来的一个观点，之前我说的都是关于努力上进的。
Hustle for the monetizing. If you've got a race card site or if you've got you know a site about corn or if you've got a site about gasoline prices,
抓住机遇挣钱，比如你建立了一个赛马网站，或者是售卖玉米的网站，或是提供油价讯息的网站，
Google that term and find the people that are advertising on that left side over there, the right, left you know the right side excuse me
用谷歌搜索关键词，然后在左边一栏寻找都有谁打了广告，不是左边是右边不好意思，
or and go in hit them up, click it you know probably made them some money. I don't know that's true.
联系他们，你可以点进去看一看，听说这么做他们会有利可图，不知道是不是真的。
I don't know what you can do there, but you know find those advertisers, click it and send up an email and tell them why you rock the house.
不太确定，但你要找到这些登广告的人，给他们发邮件，告诉他们你为什么感兴趣。
Hustle for your monetization. Nothing's gonna come to you. Don't act and let somebody else do it for you. You need to hustle for yourself,
抓住机遇挣钱，机会不会来找你，不要让别人去做你应该做的事情，你需要自己动手，
especially in the beginning phases and finally C and C and that is content and community.
尤其是在创业的初期阶段，最后是两个C，它们代表内容和小圈子。
That is the core of having anything valuable. You can be the greatest, greatest hustler but if you're a substances crap,
他们是实现价值的核心，你可以做到非常努力，但如果你只有外在没有内容，
a lot of people like oh yeah, you know Gary, hustles a whole lot, but you know that's just thing you know or self-promotion whatever.
许多人会说，加里我真的是非常努力，我用自己的行动和言语证明了我自己等等这些。
You know what, if there wasn't substance, nobody would care. If I didn't really know everything about,
但如果你没有内容，没有人会关注你，关注你的产品，如果我什么都不知道，
what not, I rephrase that because I don't like it go on. I don't know crapload about wine
等一下我重新说一遍，其实我对红酒还有许多不知道的事情，
but there's you know, I know a lot, enough, I've got some street cred right? So I know what I'm doing right
但是我是知道许多东西的，我还是有一点小名气的对吗，所以我知道自己在做什么，
and so if there wasn't substance behind it, if I hadn't been building businesses before, maybe this wouldn't even make sense,
所以如果我什么都不知道，如果我之前没有经过商，可能这些就都不对了，
but when you have a little substance, it's not by accident. Don't drink the haterade.
但如果你有一点知识储备，它不是偶然发生的，不要沉浸在负面情绪中。
Things don't happen by accident. If you have a little substance, people get respect it.
任何事情都不是偶然的，所以如果你有知识储备，人们都会尊重你。
So you got to make sure you have that content down.
所以我们真的需要拥有知识。
You need to know your stuff. Don't go to a space you don't understand cause the trend is going there.
你要有一技之长，不要涉足你不熟悉的领域，因为这才是发展趋势。
That's some bull crap. Do what you know and then you've got a good community. You gotta give.
我们一定要做一些自己擅长的事情，之后你就拥有了自己的小圈子，你需要去给予。
You gotta give amd you gotta give some more my friends.
要多多给予他人，朋友们。
Answer every email. Answer every lead, Shake every hand. Go to every conference and meet people cause that's what it's about.
回复每一封电邮，为每一个新想法提出意见，与每一名人士握手，参加所有会议，认识更多朋友。
You put these four pieces together and some stuff is gonna go down and it's coming. This Gold Rush is on. I'm not kidding.
如果以上四点你都做到了，那么你的胜算将非常大，“淘金热”的时代来临了，我没有开玩笑。
It's coming but you know what, if you don't have every one of those pieces, all four, your are dead.
真的来了，但如果以上四点你都不具备，那么你就死定了。
So you know if you know it's coming and it's awesome, but you don't have the chops, you don't have the skills, that content part,
所以如果你知道好时代即将到来，但如果你没有这个本事，没有这个技能，就像我们之前说的知识储备，
you're not gonna win. I'm not gonna send you false hope guys. You know if you don't have the goods in that subject matter, nobody's gonna care.
那你就不会取得成功，我不想让你期望满满，失望满满，所以如果你不行的话，没人会管你。
You're gonna be exposed but I can't leave on you're gonna be exposed. I gotta leave on it's gonna be awesome
那么吃亏的一定是你，我不想让大家遭受打击，我想让大家知道你会感到非常有成就感，
as long as you recognize what your passion is and what your content could be best about by understanding what you do best.
只要你知道你的兴趣点在哪，知道你擅长什么，知道该怎么利用你的知识储备。
