00:00 00:00 you don't know what the thing is that you're chasing when you wake up every 你不知道每次醒来时你在追逐的是什么 morning then you probably need to Pivot right so many Founders have to work on 早上，那么你可能需要转向正确，所以很多创始人都必须努力 the wrong thing before finding the right 在找到正确的事情之前先做错事 thing it's like they've internalized I'm gonna fail yeah so I might as well do 就像他们已经内化了我会失败是的所以我也可以这样做 something cool on the way down you might think that pivots are a mistake or 在下降过程中发生一些很酷的事情，您可能会认为转向是一个错误，或者 something that only startups that don't make it have to do but the truth is the 只有那些没有做到这一点的初创公司才必须这样做，但事实是 exact opposite a huge number of the best startups had to Pivot and today we're 与许多最好的初创公司必须转向的恰恰相反，今天我们 sitting down with YC group Partners to capture some of the best stories on how 与 YC 集团合作伙伴坐下来捕捉一些关于如何 to Pivot [Music] thank you pivoting is one of these words to Pivot [音乐] 谢谢你 枢轴是这些词之一 that people use all the time that means a lot of different things so I always 人们一直在使用这意味着很多不同的事情，所以我总是 like to just say changing your startup idea you know if you're not making 只想说改变你的创业想法，如果你不这样做的话 something people want you usually need to change your idea or your startup will 人们想要的东西，你通常需要改变你的想法，否则你的初创公司就会 fail what are some of your favorite pivot stories and the history of crazy 失败你最喜欢的一些关键故事和疯狂的历史是什么 pivots I'm going to start with bricks I mean I mean look when they initially 我将从砖块开始 我的意思是我的意思是看看它们最初的时候 00:01 00:01 applied the idea was a virtual reality headset Beyond is basically an augmented 应用这个想法的是虚拟现实耳机Beyond基本上是一个增强 reality company uh focused on replacing your laptop using your smartphone and 现实公司呃专注于用你的智能手机取代你的笔记本电脑 what was funny about it is the two Founders had no experience with Hardware 有趣的是，两位创始人没有硬件方面的经验 or with the physics behind this stuff when they were younger they actually 或者当他们年轻的时候，这些东西背后的物理学实际上是 built a payments processing business in Brazil so there were like these high 在巴西建立了支付处理业务，所以有这样高的 school kids who built something kind of like striped for Brazil and were 学校里的孩子们为巴西设计了类似条纹的东西 successful enough that it got Acquired and they're like you know we're 足够成功以至于它被收购了，他们就像你知道我们一样 reasonably successful and so their idea for their second startup was hey we've 相当成功，所以他们第二次创业的想法是嘿，我们已经 done this payments thing we want to do something way more high-tech and they 完成了这个支付的事情，我们想做一些更高科技的事情，他们 were like I don't know VR headsets and so what was funny about it is like I I 就像我不知道 VR 耳机一样，所以有趣的是就像我我 thought there was no way that that idea would stick when they when they 认为当他们 interviewed once they went and talked to a bunch of Hardware experts on the 他们去与一群硬件专家交谈后接受了采访 mechanics of building one of these things they realized that they were not 他们意识到他们不是建造这些东西之一的机制 the the team to do it and so luckily they went back to the thing that 团队去做这件事，幸运的是，他们又回到了原来的事情上 they knew a lot about which was payments 他们非常了解哪些是付款 00:02 00:02 do you remember like how far into the YC batch were they when they finally gave 你还记得 YC 批次进行到什么程度时他们终于给出了 up on the VR headset I did it's probably like three or four weeks okay it wasn't 我戴上了 VR 耳机，可能需要三到四个星期，好吧，不是 it wasn't like on day one yeah I think we had them talk to a bunch of experts 这不像第一天那样是的，我想我们让他们与一群专家交谈 reality sort of started to seep in where they're like wait a second like what do 现实有点开始渗透到他们的地方，等一下，就像做什么 we even know about this stuff it might also be like something that affects 我们甚至知道这个东西，它也可能会影响 smart people where like I think smart people feel like things that are worthy 聪明的人，我认为聪明的人感觉有价值的事情 need to feel really hard like you're trying to like overcome like a really 需要感觉非常困难，就像你试图像真正的人一样克服 steep hill or try to do really hard challenges and you ignore the stuff that 陡峭的山坡或尝试做真正困难的挑战，但你忽略了那些 actually just seems very easy to you so it's probably in the break Skies maybe 实际上对你来说似乎很容易所以它可能在休息天空也许 like a payments related company maybe felt easier than building like a VR I'm 像支付相关公司可能比构建 VR 更容易 just like oh yeah I've done that we've been there been there done that on to 就像哦，是的，我已经做到了，我们已经去过那里，做到了 the next one makes sense one dramatic pivot would be goat it's a YC company 下一个是有道理的，一个戏剧性的支点将是山羊，它是一家 YC 公司 um that we actually funded a long time ago like over 10 years ago at this point 嗯，我们实际上很久以前就资助了，比如十多年前 but like I bring it up because it took them a while to figure out what to work 但就像我提出来一样，因为他们花了一段时间才弄清楚该做什么 on like we funded them as grub with us which is basically a site that let you 就像我们资助他们作为 grub 一样，这基本上是一个让你 00:03 00:03 meet local people through group dinners yeah it was like and it was really cool 通过集体晚餐认识当地人是的，这真的很酷 actually it really took off within very specific community so for like the 实际上，它确实在非常特定的社区中取得了成功，所以对于像 invested community in San Francisco loved it it's like some a way to meet 旧金山的投资社区喜欢它，这就像一种见面的方式 like other Founders and investors right but it had awful attention didn't go 就像其他创始人和投资者一样，但它并没有引起太多关注 anywhere um it took them I think two years post 我想两年后他们去了任何地方 YC to realize that they themselves were really into collecting sneakers and that YC 意识到他们自己真的很喜欢收集运动鞋，而且 there was a growing Market in these sort of limited edition sneakers 这种限量版运动鞋的市场正在不断增长 um I would often like sell out like on the day of release and there was like a 嗯，我经常希望像发布当天那样卖完，就像 really big secondary market for them and they were like oh hey we know a lot 对他们来说，二级市场真的很大，他们就像哦嘿，我们知道很多 about this stuff this seems like a really like growing industry let's just 关于这个东西，这似乎是一个非常成长的行业，让我们 like ditch the whole group dinner thing and go down like a sneaker marketplace 就像抛弃整个集体晚餐的事情并像运动鞋市场一样下降 and what year was this that was I think 2015. and so so to me this is the 今年是哪一年，我想是 2015 年。对我来说，这就是 instructor point about this story is now in present day you can see on you know 老师关于这个故事的观点现在就在今天，你可以看到你知道的 CNBC or reading the New York Times oh sneaker collecting like like this seems CNBC 或阅读《纽约时报》哦，运动鞋收藏就像这样 00:04 00:04 much more like a real thing yeah in 2015 this was so far outside the norm of 更像是真实的事情，是的，在 2015 年，这远远超出了正常范围 conventional wisdom to decide to Pivot your company into sneer collecting yeah 传统智慧决定将你的公司转向冷笑收集是的 I just want to I just want to make that note because a lot of the really great 我只是想我只是想记下这一点，因为很多真的很棒 pivots like that are when you're years ahead of consensus yeah when I heard 像这样的枢轴是当你比共识领先数年的时候是的，当我听说 about this pivot in 2015 yeah seemed I don't know unconventional 关于2015年的这个支点，是的，我似乎不知道非常规 is a nice way to say yeah sometimes the founders to arrive on like that idea 这是一个很好的方式来表达“是的”，有时创始人会提出这样的想法 they almost need to have the morale so low that they hit a point where like you 他们几乎需要士气低落到像你一样的地步 know what like I'm just gonna work on something because yeah I'm interested 知道我只是要做某件事，因为是的，我感兴趣 it's like they've internalized I'm gonna fail yeah so I might as well do 就像他们已经内化了我会失败是的所以我也可以这样做 something cool yeah on the way down that's what lets them take the blinders 一些很酷的东西是的，在下降的过程中这就是让他们蒙蔽双眼的原因 off to actually see the potential for something like that yeah I agree both 去真正看到类似事情的潜力是的，我都同意 brex and goat are some of the biggest and most successful startups of our time brex 和 goat 是我们这个时代最大、最成功的初创公司之一 now but as Dalton and harj walked you through each had to realize the prior 现在，但当道尔顿和哈吉引导你完成每个人都必须意识到之前的事情 idea they had was not right before they could get to the next step Next Step Tom 在他们进入下一步之前，他们的想法是不正确的 下一步 汤姆 00:05 00:05 blomfield sits down with Michael Seibel to talk through the first of his two 布洛姆菲尔德与迈克尔·塞贝尔坐下来讨论他的两个中的第一个 billion dollar startups he co-founded why don't you kick it off yeah I'd love to 他共同创立了价值数十亿美元的初创公司，你为什么不开始呢，是的，我很乐意 um this is kind of embarrassing we did YC my first company my 嗯，这有点尴尬，我们做了 YC 我的第一家公司 co-founders Matt Hiroki we applied with an idea called group a which is a 联合创始人 Matt Hiroki 我们应用了一个名为 group a 的想法，它是 classic fintech tar pit like every college kid thinks this is the best idea 经典的金融科技焦油坑就像每个大学生都认为这是最好的主意 in the world and we were those college kids back in 2011. but we didn't know 在这个世界上，我们是 2011 年的大学生。但我们不知道 that at the time no it wasn't a targeted 当时，不，这不是目标 exactly I think we helped prove it was a Target you did a public service yeah 确切地说，我认为我们帮助证明这是一个目标，你做了公共服务是的 exactly so basically it was a group payments Bill splitting like collect 基本上，这是一笔团体付款，账单分摊就像到付一样 money from your friends for your college like soccer team thing we all know how 你的朋友给你的大学提供的钱，比如足球队，我们都知道怎么做 this ends uh it we know uh we hassled our friends into using it 这结束了呃我们知道呃我们强迫我们的朋友使用它 and they like it wasn't that useful so no one ever retained they they'd like 他们喜欢它没那么有用，所以没有人保留他们想要的 drop off churn and we'd phone them up again they'd start using it again for a 放弃客户流失，我们会再次给他们打电话，他们会再次开始使用它 week or two and then churn eventually so it's like 一两周，然后最终流失，所以就像 00:06 00:06 um we weren't delivering value really um it wasn't useful enough to people for 嗯，我们并没有真正提供价值，嗯，它对人们来说不够有用 people who really care about we did office hours with PG in the Mountain 那些真正关心我们的人在山上与 PG 一起度过了办公时间 View office and I remember very vividly we sort of walked around the block um 查看办公室，我清楚地记得我们绕着街区走了一圈 and he told us to like stop building functionality stop building new features 他告诉我们停止构建功能停止构建新功能 stop like piling more crap onto the sort of mountain of turds we had already and 停止像在我们已经有的粪便山上堆更多的垃圾一样 instead just try and go and get users and to do that all our users were in the 相反，只是尝试去获取用户，并做到我们所有的用户都在 UK and so we got up at three or four a.m to cold call like hundreds and hundreds 在英国，所以我们凌晨三四点就起床去打上百个电话 of um of treasures of sports clubs and after two weeks we've got like one new 嗯，体育俱乐部的宝藏，两周后我们就得到了一个新的 user after four of us cold calling for two weeks and we knew it was the time to 在我们四个人打了两周电话后，我们知道是时候了 Pivot then and so what we did is took kind of the core technology uh this like 然后我们所做的就是采用核心技术，就像这样 payments infrastructure way of making bank-to-back payments and instead of 支付基础设施方式进行银行对回付款，而不是 trying to sell it to college kids we applied it to businesses so starting 试图将其卖给大学生，我们将其应用于企业，所以开始 with small businesses who are collecting recurring payments from their customers 与向客户收取定期付款的小型企业 00:07 00:07 it turned out direct debits a perfect use case for that and 12 years later 事实证明，直接借记是一个完美的用例，12 年后 that company is go cardless basically doing the same thing recurring business 那家公司基本上是无卡的，做着同样的事情，经常性业务 payments back to bank it's a multi-billion dollar company when you're 还款给银行 这是一家价值数十亿美元的公司 young you think of the entire world as consumer and the older you get the more 年轻时，你将整个世界视为消费者，随着年龄的增长，你会认为整个世界都是消费者 you're like oh I guess businesses buy software yeah it's funny I think 你就像哦，我想企业购买软件是的，我认为这很有趣 especially college kids all of the problems you have been exposed to are 尤其是大学生，你遇到的所有问题都是 the problems that college kids in developed worlds have you know like is 你知道发达国家的大学生面临的问题是 feel spitting is how do I organize like to see my friends next week how do I 感觉随地吐痰是我如何组织喜欢下周见我的朋友我该怎么办 pick the right day of the week it turns out knowing what problem to solve is a 选择一周中正确的一天事实证明知道要解决什么问题是一个 huge part of the battle it's the primary one if you're already a builder the 战斗的很大一部分，如果你已经是一名建造者，那么这是主要的部分 process is truly about finding a problem you can solve and often you won't know 这个过程实际上是为了找到一个你可以解决但通常你不知道的问题 what that problem exactly is until you've actually made contact with real 在你真正接触到真实的人之前，这个问题到底是什么？ customers that's the knowledge you're looking for next up Gustav and I hang 客户，这就是您接下来要寻找的知识 古斯塔夫和我挂了 out and talk through yet another billion dollar startup clipboard Health the 出去讨论另一家价值十亿美元的初创公司剪贴板健康 00:08 00:08 founder we deng's journey is a case study in finding the right problem while 创始人韦登的旅程是一个在寻找正确问题的同时进行的案例研究 the other examples mentioned so far came together over the course of months 到目前为止提到的其他例子是在几个月的时间内汇集在一起的 sometimes you have to spend years in the idea maze to find the key to unlock 有时你必须在创意迷宫中花费数年时间才能找到解锁的钥匙 product Market fit one of the big awesome questions that Founders should 产品市场适合创始人应该考虑的重大问题之一 always ask themselves like what do I understand or what do I know and what do 总是问自己我理解什么或我知道什么以及做什么 I believe that nobody else knows or believes and that's actually sort of the 我相信没有人知道或相信，这实际上是 core of a lot of the pivots that really work incredibly well my favorite one is 许多枢轴的核心都非常有效，我最喜欢的是 actually clipboard hell so this is a company that came in as a hiring really 实际上是剪贴板地狱所以这是一家真正招聘的公司 almost like an indeed but for nurses founders of two magnets a program that 几乎就像一个确实的项目，但对于护士来说，这是两个磁铁的创始人 helps nursing graduates get jobs which is somewhat of an idea that we see quite 帮助护理毕业生找到工作，这在某种程度上是我们所看到的一个想法 frequently you know hiring is a big problem and then seemingly uh there are 通常你知道招聘是一个大问题，然后似乎呃有 a lot of nurses you know how do you walk into that market and be successful and 很多护士你知道如何进入这个市场并取得成功 it turns out that if you're just doing indeed but for nursing it's going to be 事实证明，如果你确实只是在做护理，那将会是 00:09 00:09 a slog like there isn't really a why now and that is actually what we dang the 一个艰难的过程，就像现在没有真正的原因，而这实际上就是我们所追求的 founder found for uh actually a couple years but the cool thing about her is 创始人发现呃实际上有几年了，但她最酷的事情是 that she just spent enough time selling to hospitals and just talking to 她只是花了足够的时间向医院推销并与他们交谈 everyone around the hospital did she realize that this person when someone 医院周围的每个人她都意识到这个人当某人 when a nurse would call in sick they would always have to go to an agency and 当护士请病假时，他们总是必须去某个机构 that's what really was sort of the key Insight that made clipboard go from a 这确实是使剪贴板从一个 startup that was just really trying to you know create another indeed for 初创公司只是想真正尝试为你创建另一个 nurses to now one of the biggest software enabled Skilled Nursing 护士现在是最大的软件之一，支持熟练护理 Facility sort of agencies I think what was so impressive about her I I worked 设施之类的机构 我认为她给我留下了如此深刻的印象 我曾工作过 with her in the early days when I was at YC was how she adopted the doing things 我早年在 YC 的时候就和她在一起，她就是这样做事的 that on scale motto like so well and she didn't really build a lot of software 就规模而言，她的座右铭非常好，但她并没有真正构建很多软件 early on to um to solve this problem it's like she 很早就解决了这个问题，就像她一样 literally spent time with I'm trying to understand exactly what is the problem 确实花了很多时间，我试图确切地了解问题出在哪里 that I'm I need to solve and like maybe I can just like manually solve this 我需要解决这个问题，也许我可以手动解决这个问题 problem and that's what she did um she manually like kind of like 问题，这就是她所做的，她手动喜欢有点像 00:10 00:10 self-coordinated um getting these nurses from in front of the these these 自我协调，嗯，让这些护士站在这些人面前 hospitals and it wasn't until she'd done this a few times it's just like okay 医院，直到她做了几次之后才觉得还好 there's an opportunity to build software here and automation but she started 这里有机会构建软件和自动化，但她开始了 complete like absolutely in the right in the right direction uh which is so 完全就像在正确的方向上绝对正确呃，就是这样 difficult for Founders because Founders love using software to solve the 对于创始人来说很困难，因为创始人喜欢使用软件来解决问题 problems and love getting into the code editor that it can be extremely 问题和喜欢进入代码编辑器，它可以是非常 distracting in a typical process and trying to over build things when you 在典型的流程中分散注意力并试图过度构建事物 really need to just understand the problem of someone's having so you've 真的需要了解某人所面临的问题，这样你就可以 learned it can take a long time to get to product Market fit what about the 了解到产品可能需要很长时间才能适应市场，那么 other end of the spectrum you keep trying new things in faster and faster 在光谱的另一端，你不断地以越来越快的速度尝试新事物 Cycles but it doesn't come together this is called pivot hell and Serbian Jared 循环但它没有结合在一起这被称为枢轴地狱和塞尔维亚贾里德 are going to explain how to avoid getting stuck in it can a company pivot 我们将解释如何避免陷入困境，公司能否转型 much yes a couple a company can pivot too much we even have a term for at ycee 是的，一家公司可能会转型太多，我们甚至在 ycee 有一个术语 we call it getting lost in pivot hell just thinking 我们称之为迷失在枢轴地狱中的思考 00:11 00:11 um and we see this with companies in the batch sometimes 嗯，我们有时会在一批公司中看到这种情况 um where like every week we see them for office hours and they're working on a 嗯，就像每周我们都会在办公时间见到他们，他们正在研究一个 totally new idea not like a slightly different idea like you get like 全新的想法不像你所得到的那样略有不同的想法 completely it's like an all new startup every week 完全就像每周都有一个全新的启动 what what causes Founders to get lost and pivot hell I think that if you're 是什么导致创始人迷失方向并陷入困境 我认为如果你 too much of a perfectionist up front and you want everything planned out 预先过于完美主义者，你希望一切都计划好 perfectly and you want to be able to see exactly how 完美，你希望能够准确地看到如何 the cards are going to unveil themselves kind of beforehand I think that keeps 这些卡片会提前揭开自己的面纱，我认为这会保持 you in this Loop of constantly iterating instead of just saying look there's a 你在这个不断迭代的循环中而不是仅仅说看有一个 bunch of unknowns and I know that but the only way I'll truly learn is if I 一堆未知数，我知道，但我真正学习的唯一方法是如果我 sink my teeth into one idea and push it forward if you're searching for the 如果你正在寻找一个想法，那么我会全力以赴并推动它前进 perfect startup idea you just keep looking for new ideas because no I 完美的创业想法，你只是不断寻找新的想法，因为没有我 startup ideas ever perfect as soon as you find an idea you realize the 一旦你发现一个你意识到的想法，创业想法就会变得完美 problems with it and then you switch ideas companies can still survive it 出现问题然后你改变想法公司仍然可以生存 right do you know of any companies that were in pivot hell and then moved on 你知道有哪些公司曾经陷入转折地狱，然后又继续前进吗？ 00:12 00:12 from it I do there is this company they went through pivot hell all batch when 据我所知，有一家公司，他们批量地经历了枢轴地狱 they started at YC they had one idea and every week it was a different idea in 他们从 YC 开始，他们有一个想法，但每周都会有不同的想法 fact they were so deep in pivot hell than when they got to the end of the 事实上，他们在枢轴地狱中的深度比他们到达终点时还要深。 batch they had to defer demo day because 他们不得不推迟演示日，因为 they literally had nothing to present to 他们确实没有什么可呈现的 investors so they didn't know what their company was going to be we kept doing 投资者，所以他们不知道他们的公司将是什么，我们一直在做 office hours for them to talk about their new ideas and about six months 他们谈论新想法的办公时间和大约六个月的时间 after the batch they hit online yet there was like a really high quality 一批之后他们上线了，但质量确实很高 idea and um the idea that they pivoted to is they realized that there had been a 想法，嗯，他们转向的想法是，他们意识到有一个 regulatory change they created uh the first company really that productized 他们创造了监管变革，呃，第一家真正产品化的公司 this regulatory change the kind of idea where they'd come to us earlier in the 这种监管改变了他们早些时候向我们提出的想法 batch we would have been like that's the one that's way better than the other 一批我们会认为那是比另一批更好的 seven ideas that you pitched us right and how are they doing now and they're 您向我们提出的七个想法是正确的，他们现在做得怎么样，他们正在 doing super well now but an interesting thing is how they came up with the idea 现在做得非常好，但有趣的是他们是如何想出这个想法的 yeah basically in order to have this idea they had to go through a whole 是的，基本上为了有这个想法，他们必须经历整个过程 00:13 00:13 bunch of bad ideas first but in the process of doing this they got to know 首先是一堆糟糕的想法，但在这样做的过程中他们开始知道 the industry really well they got to understand what people actually cared 这个行业非常好，他们了解人们真正关心的是什么 about and tipped them off to this regulatory exchange and this big new 并向他们通报这一监管交流和这一重大新举措 opportunity that had opened up so many Founders have to work on the wrong thing 为许多创始人提供了一个机会，却不得不做错误的事情 before finding the right thing to work on and so the biggest thing because 在找到正确的事情去做之前，所以最重要的事情是因为 pivoting is an option if you want to be a founder and there's a space you want 如果你想成为一名创始人并且有你想要的空间，那么转型是一个选择 to change or have an impact on is to start somewhere that's how you learn 改变或影响就是从某个地方开始，这就是你学习的方式 about the space and find the right idea you start somewhere and become an expert 了解空间并找到正确的想法，从某个地方开始并成为专家 the only way you're going to find a real 你找到真正的唯一方法 market and a real problem to solve is in direct contact with users the market 市场和一个真正要解决的问题是与市场用户直接接触 itself will teach you if you're in the right place ask the right questions and 如果你在正确的地方提出正确的问题，它本身就会教你 listen next up is Diana who talking with Nikola desane about her own YC startup 接下来请听 Diana 与 Nikola desane 谈论她自己的 YC 初创公司 as your reality which she sold success fully to Niantic the creator of Pokemon 作为你的现实，她将成功完全卖给了口袋妖怪的创造者 Niantic 00:14 00:14 go but before finding product Market fit she started in a very different place 去，但在找到适合市场的产品之前，她从一个非常不同的地方开始 for a bit of context Azure reality would 对于一些上下文 Azure 现实会 build a augmented reality SDK a for game developers that's what it became 为游戏开发者构建增强现实 SDK，这就是它的样子 but what we started with was augment the reality technology and we 但我们从增强现实技术开始，我们 don't know what we're doing I mean we're really much technologists and engineers 不知道我们在做什么我的意思是我们真的是技术专家和工程师 and we love writing code so we're I would call it one of the syndromes for 我们喜欢编写代码，所以我将其称为“综合症”之一 Founders that we had was very much a cool technology in search of a problem 我们的创始人在寻找问题时采用了非常酷的技术 we had no idea who wanted this so some of our first customers were 我们不知道谁想要这个，所以我们的一些第一批客户是 actually marketing people trying to do splashy things with ar 实际上是营销人们试图用 AR 做一些引人注目的事情 and I mean they they they're very nice people and excited they felt like they 我的意思是他们是非常好的人并且很兴奋他们觉得他们 wanted it because they were so excited and it wasn't until we got into YC that 想要它，因为他们太兴奋了，直到我们进入 YC we understood that that wasn't real feedback and we went on a series of user 我们知道这不是真正的反馈，因此我们进行了一系列用户反馈 00:15 00:15 interviews and learned that marketers were just being nice to us 采访并了解到营销人员只是对我们很好 it's a mistake that a lot of Founders do because you're like you're so excited 这是很多创始人都会犯的错误，因为你好像太兴奋了 about your idea and people just want to like reciprocate that exciteness but 关于你的想法，人们只是想回报这种兴奋，但是 that doesn't mean that they really want to use it because when we get to like oh 这并不意味着他们真的想使用它，因为当我们开始喜欢哦 are you going to pay us which is really the real real 你要付钱给我们吗？这真的是真的吗？ better feedback and yet not asked that before yeah yeah we kind of got some 更好的反馈，但之前没有问过，是的，我们得到了一些 soft yeses and this and they signed up but not really 软是的，这个，他们注册了，但不是真的 but the conversations really changed when we started selling them to game 但当我们开始将它们出售给游戏时，对话真的发生了变化 developers and for a bit of context we had started a company before Pokemon go 开发人员，为了了解一些背景，我们在《Pokemon go》之前就成立了一家公司 was a thing which is what made augment the reality in gaming more of an SDK 这使得游戏中的增强现实更像是一个 SDK that people wanted so that was not as a pivot in terms of changing the complete 人们想要的，所以这不是改变整个世界的支点 idea it was pivoting more in terms of our go to market and who our users were 认为它更多地转向我们的市场进入和我们的用户是谁 and this is actually a very common thing 这其实是很常见的事情 that Founders do in the batch and who we work with is really understanding 创始人在批次中所做的事情以及与我们合作的人都非常理解 00:16 00:16 who really wants what you build is a big 谁真正想要你建造的东西是一个大 question to to try to figure out and the first people who like it may not be the 试图弄清楚的问题，第一个喜欢它的人可能不是 right customers in the end the idea here 正确的客户到底想法在这里 is to validate your idea as much as fast as you can so that you don't waste too 就是尽可能快地验证你的想法，这样你就不会浪费时间 much of your time working on something that doesn't matter that people don't 你的大部分时间都在做一些人们不关心的无关紧要的事情 want when you get to the right idea it becomes a hell yes that's what you're 当你想到正确的想法时，它就会变成地狱，是的，这就是你 looking for that's qualitative though a feel what if you want something more 寻找的是定性的，但感觉如果你想要更多东西怎么办 Quantified Aaron Epstein sat down with Brad Flora to talk about how important 量化亚伦·爱泼斯坦 (Aaron Epstein) 与布拉德·弗洛拉 (Brad Flora) 坐下来谈论量化的重要性 it is to pick the right metrics to follow when things are working really 是在事情真正发挥作用时选择要遵循的正确指标 well it's easy to know you should keep going yeah when things are not working 嗯，很容易知道当事情不顺利时你应该继续前进是的 it's obvious you should do something else it's that gray area where you're 很明显你应该做点别的事情，这就是你所处的灰色地带 like making some money but it's maybe not repeatable that it becomes tricky to 就像赚一些钱，但它可能是不可重复的，它变得很棘手 figure out like should I pivot or not my favorite understanding of pivoting is 弄清楚我是否应该旋转 我对旋转最喜欢的理解是 when you change what you're working on but not necessarily always every part of 当你改变你正在做的事情时，但不一定总是改变每一个部分 it right in basketball when you pivot you have to keep one foot stationary and 这在篮球比赛中是正确的，当你旋转时，你必须保持一只脚静止不动 00:17 00:17 so you may keep the type of product that you're building but maybe the audience 所以你可以保留你正在构建的产品类型，但也许保留受众 that you're going to build it for is going to change or you might build a 你要构建它的目的将会改变，或者你可能会构建一个 different product for the same audience that you're already going after but it's 为您已经追求的同一受众提供不同的产品，但它是 basically to change your idea in some way that hopefully Builds on the 基本上以某种方式改变你的想法，希望以此为基础 learnings that you've had from the prior ideas that you've worked on we actually 您从之前的想法中学到的东西，我们实际上 applied and got into y combinator as color lovers which is uh was and is a 作为色彩爱好者申请并进入 y 组合器，这是呃过去和现在都是 Creative Design Community for people to create and share color palettes and 创意设计社区，供人们创建和共享调色板 patterns and shapes and we'd built that up to a community of more than a million 图案和形状，我们将其建成了超过一百万的社区 members and we tried all these different ways to monetize uh the community we 成员和我们尝试了所有这些不同的方式来货币化我们的社区 tried selling software we tried add model we tried running contests on the 尝试过销售软件 我们尝试过添加模型 我们尝试过在 site to our community all kinds of crazy non-repeatable non-scalable things we 网站向我们的社区提供各种疯狂的不可重复的不可扩展的东西 were trying for honestly probably a year and a half after the YC batch that we 老实说，我们在 YC 批次之后可能尝试了一年半 went through so it took us for a long time and I like to say that we were 经历了所以我们花了很长时间，我想说我们是 wandering in the wilderness and the reason it took so long was because we 在荒野中徘徊，之所以花了这么长时间，是因为我们 00:18 00:18 didn't have a main kpi that we were focused on and it never even occurred to 没有我们关注的主要关键绩效指标，甚至从未想过 us that it wasn't working for that long time because we never had this main kpi 我们认为它在很长一段时间内都不起作用，因为我们从来没有这个主要关键绩效指标 that was not growing so we just weren't paying attention to that and so 那并没有增长，所以我们只是没有注意到这一点，所以 ultimately we pivoted to a Marketplace for graphic design assets that we called 最终我们转向了一个图形设计资产市场，我们称之为 creative market and we launched that and as soon as we launched that all of a 创意市场，我们推出了它，一旦我们推出了所有 sudden the main kpi was clear like are people buying on the marketplace and is 突然间，主要的关键绩效指标变得清晰起来，就像人们在市场上购买商品一样 that number going up every day every week and it was much clearer like you 这个数字每周每天都在增加，而且像你一样清晰得多 were saying earlier with the clarity and the focus of what we needed to do to 我们之前已经清楚地阐述了我们需要做的事情 grow and whether it was working or not so that's my advice for all founders out 成长以及它是否有效，这是我对所有创始人的建议 there make sure you have a main kpi that you're focused on and make sure that 确保你有一个你关注的主要关键绩效指标，并确保 you're tracking it on a regular basis I became obsessed with it I was like 你定期追踪它 我对它着迷 我就像 refreshing it every 15 minutes you know to see are we growing how are we 每 15 分钟刷新一次，你知道我们是否在成长，我们怎么样 trending versus yesterday versus last week and that's going to be your main 趋势与昨天与上周的比较，这将是您的主要内容 indicator for whether your business is working or not and if you hear what 指示您的业务是否正常运作以及您是否听到什么 00:19 00:19 Aaron just said and you don't immediately know what your main kpi is 阿龙刚才说了，你并不能立即知道你的主要kpi是什么 like you don't know what the thing is that you're chasing when you wake up 就像当你醒来时你不知道你在追逐的东西是什么 every morning then you probably need to Pivot right one thing that I think is 每天早上你可能需要调整一件事，我认为是 group partners because of that experience that we had we try really 团体合作伙伴，因为我们有过这样的经历，所以我们真的尝试过 hard to get Founders to that moment of realization a lot sooner totally 很难让创始人更快地意识到这一点 sometimes in the interview yes but if not then you know early on in the batch 有时在面试中是的，但如果不是，那么你在批次的早期就知道了 to try to help push them along to that Moment of clarity of like oh this 尝试帮助他们走向那个清晰的时刻，就像哦这样 doesn't add up let's do something else one of the ways that I like to think 不合算，让我们用我喜欢的思考方式之一做点别的事情吧 about it is it's kind of like when buying real estate a lot of people say 这有点像很多人说的购买房地产 location location right and really when it comes to startups it's really like 位置位置正确，对于初创公司来说真的很喜欢 the founders the founders the founders the founders because everything else can 创始人 创始人 创始人 创始人 因为其他一切都可以 change and we've seen this so many times where you know it's the same Founders 改变，我们已经多次看到这种情况，你知道这是同一个创始人 that's like the location you can't change that but you could knock the 这就像你无法改变的位置，但你可以敲击 company down to the studs rebuild it they can work on a totally different 公司彻底重建它，他们可以在完全不同的地方工作 idea and all of a sudden it looks like a different company and oftentimes the 想法突然之间看起来就像是一家不同的公司，而且通常是 founders even act like different Founders they become more formidable 创始人甚至表现得像不同的创始人，他们变得更加强大 00:20 00:20 when they're working on an idea that they're excited about and they're well 当他们正在研究一个让他们感到兴奋并且状态良好的想法时 suited for each successful startup we've talked about today had to Pivot to find 适合我们今天讨论的每个成功的初创公司都必须通过 Pivot 来找到 product Market fit this is the process whether you're just getting started or 产品市场契合度无论您是刚刚起步还是刚刚起步，这都是一个过程 still thinking about launching a startup 仍在考虑创办一家初创公司 or even wondering if you need to Pivot I hope these examples helped I'm proud to 或者甚至想知道您是否需要枢轴 我希望这些示例有所帮助 我很自豪 say the group Partners at YC are some of 说 YC 的集团合作伙伴是 the most experienced people in the world 世界上最有经验的人 at helping Founders in the idea maze try to figure out their Market we can do it 在帮助创始人在创意迷宫中尝试找出他们的市场时，我们可以做到 not just because we've been there we can 不仅仅是因为我们曾经去过那里，我们可以 also do it because we've directly worked with more zero to one startups than 这样做也是因为我们直接与更多的零到一初创公司合作 anyone on the planet thanks for watching 感谢地球上任何人的观看 and we'll see you on the next episode of office hours foreign [Music] 我们将在下一集的《办公时间外国》中见到你[音乐]