創(chuàng)業(yè)者必看-創(chuàng)業(yè)者必須知道的五件事-中英文對照-上海譯境翻譯

Google Inc.'s Eze Vidra has seen many start-ups come and go over the past 12 years, first in Israel, then in New York, then San Francisco and now London. He's about to bring that knowledge to startups across Europe in his new role as the European head of Google for Entrepreneurs, which supports startup communities around the world. Mr. Vidra also runs Campus London--an East London building that houses a café, events and co-working spaces Seedcamp and TechHub. Mr. Vidra gave a rundown of his top pieces of advice for entrepreneurs.

在過去12年里，谷歌(Google Inc.)的埃澤·維德拉(Eze Vidra)先后在以色列、紐約、舊金山和倫敦目睹過許多初創(chuàng)公司的興衰成敗。作為谷歌創(chuàng)業(yè)者助力計劃Google for Entrepreneurs（該計劃為世界各地的創(chuàng)業(yè)社群提供支持）新任歐洲業(yè)務主管，維德拉目前在倫敦任職，他將把自己的那些見聞和知識帶給全歐洲的初創(chuàng)企業(yè)。維德拉還負責運營Campus London，一座位于倫敦城東的大樓。樓內設有一家咖啡館，有Seedcamp和TechHub等聯合辦公空間，還會舉辦各種活動。以下是維德拉給創(chuàng)業(yè)家?guī)状蠼ㄗh的具體內容。

#1: Understand What Your Market Wants 1.了解市場需要什么

Just because entrepreneurs think they have a great solution, it doesn't mean the market agrees. 'Most products fail not because they fail to develop a product, but because they fail to develop their market,' Mr. Vidra said. 'The first piece of advice would be: Build stuff people want. So if you think you have a great solution for a problem, talk to people who are encountering the problem, and find out that this is really the solution that they want.' 創(chuàng)業(yè)者自以為很棒的解決方案不一定能得到市場的認同。維德拉說：“多數產品不是敗在產品開發(fā)，而是敗在市場開發(fā)上。第一條建議是：做用戶想要的東西。也就是說，如果你認為自己有個很棒的問題解決方案，不妨同遇到這個問題的人聊聊，看看這個解決方案是否真是他們想要的。”

#2: Keep it Simple, But Think Big

 2. 化繁為簡，但要大膽設想

'Entrepreneurs get obsessed with features or how cool the technology is, but at the end of the day it's all about the user,' Mr. Vidra said. He pointed to Viber, the internet phone company, which is being acquired by Japanese retailer Rakuten for $900 million. Getty Images維德拉說：“創(chuàng)業(yè)者會癡迷于產品特性或者技術有多酷，但到頭來一切都取決于用戶?！彼嘶ヂ摼W電話公司Viber的案例。Viber將被日本零售商樂天(Rakuten)以9億美元收購。

But expand your long-term vision, by either hiring people internationally or thinking globally, he says. Google Maps, for example, started as a simple--but expensive to launch--mapping service. 'Directions became driving directions, walking directions, cycling directions, and then directions became Street View,' he said. 'Today you can drop the little person on the map anywhere and see, actually, where you're going to turn right.' 但他表示，創(chuàng)業(yè)者應該通過全球招聘或者采用國際化思維來拓展長期視野。比方說，谷歌地圖(Google Maps)一開始就是一項簡單（但啟動成本很高）的地圖服務。他說：“路線拓展成為駕車路線、步行路線和騎車路線，后來路線又變成了街景。如今，你可以把小人圖標放到地圖上的任何位置，在實際街景中看應該從哪里右轉?！?/span>

The next step is self-driving cars. 下一步目標是自動駕駛汽車。

#3: Hire Smart--And Fire Your Friends When Necessary

3. 用人要明智——必要時解雇你的朋友

Friends building a company together should do so because they have complementary skills--not because they like each other. But what happens when the friendship seems to be stalling the development of the product? 朋友共同創(chuàng)業(yè)應該是基于能力的互補——而不是因為喜歡彼此。但如果友情似乎在阻礙產品的開發(fā)，應該怎么辦呢？

'It's important to have a tough conversation early on, rather than going through a painful divorce later,' Mr. Vedra said. 'When you're in the dating period, it's okay to decide that it's not going to work. But when you go further down the path, and you have investors, and you make some strategic decisions, it may be tougher to unravel.' 維德拉說：“重要的是，要把丑話說在前，而不是到日后經歷痛苦的決裂。當你們還處在‘約會期’的時候，分手是沒什么關系的。但等你們的關系更進了一步，有了投資者，做了一些戰(zhàn)略決策，再分道揚鑣也許就比較難了。”

#4: Remember to Find a Work-Life Balance--Seriously

4. 務必牢記，要認真對待工作和生活的平衡

'I'm glad we're seeing a lot of information getting out there right now about sleep,' Mr. Vedra said. Ignoring your health can cause long-term problems or torpedo a breakthrough at a crucial moment. There will be times when entrepreneurs will need to slide a little more heavily away from that balance, but the trick is to recognize when to take a break. 埃澤?維德拉維德拉說：“現在我們能看到許多有關睡眠的信息，這讓我很高興?！焙鲆暯】禃斐砷L期性問題，或者讓你在關鍵時刻功虧一簣。創(chuàng)業(yè)者有時候需要把天平稍稍傾斜一些，但關鍵在于要知道自己什么時候應該休息一下。

Mr. Vedra said he uses the Headspace app to meditate 15 minutes a day before going to bed. 維德拉說，他每天晚上臨睡前使用應用程序Headspace冥想15分鐘。

#5: Take Advantage of Your Mentors

5. 向導師取經

Some entrepreneurs think they know it all, or they don't have the time or contacts to seek out help. But mentors, whether older or younger, can help identify blind spots or trouble ahead. 'Even a cup of coffee can go a very long way for your start-up and can make the difference between success and failure, if you have it at the right time with the right people,' Mr. Vedra said.

一些創(chuàng)業(yè)者要么以為自己什么都知道，要么沒有時間尋求幫助，或者找不到可以求教的人。但創(chuàng)業(yè)導師（不管比你年長還是比你年輕）能夠幫你認識到自己的盲點或潛在問題。維德拉說：“只要在合適的時機遇上合適的人，就連喝杯咖啡的功夫都可能對你的初創(chuàng)公司產生深遠影響，甚至是生死攸關的影響。”