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2014-07-09    来源:fortunechina    【      美国外教 在线口语培训


In 2006, self-proclaimed hustler Gary Vaynerchuk decided it was time to try something new. Over the previous 10 years, Vaynerchuk had expanded his father’s liquor store into a successful wine business called Wine Library. However, for the ambitious young man, this was only the beginning. He had always had a nose for trends, and he could sense a real shift in how customers were making buying decisions. He wanted to capitalize on it.
2006年,自称是小商贩的加里•沃伊涅尔查克决定,是时候尝试新东西了。过去10年中,沃伊涅尔查克已经把他父亲的酒铺扩大成了一家名叫“葡萄酒图书馆”(Wine Library)的成功酒企。然而,对于这位雄心勃勃的年轻人来说,这仅仅是个开始。他一直很善于发现潮流所向,能够感觉到客户作出购买决策的方式正在发生切实的转变。他打算利用这种变化赚一笔。

Vaynerchuk set up a camera and had a colleague shoot him talking about wine. He was direct, brash, funny, and above all, informative. But what really set him apart was his sheer work ethic. He posted a new episode of his “video blog,” which he dubbed Wine Library TV, five days a week and relentlessly supported the content by tweeting in every spare moment, until three in the morning and beyond.

Vaynerchuk’s methods paid off. Not only did his wine selling business grow to unparalleled heights, he became a bestselling author with books like Crush It!and Jab, Jab, Jab Right Hook. He was featured on the covers of top business magazines and received invitations to speak in front of massive audiences of entrepreneurs and executives. His fans even began calling themselves Vayniacs.
沃伊涅尔查克的方法得到了回报。不仅葡萄酒销售生意增长到了空前的高度,他本人也成了一位畅销书作家,代表作包括《粉碎它!》(Crush It!)和《右钩拳》( Jab, Jab, Jab Right Hook)。此外,他频频登上顶级商业杂志的封面,而且还经常受邀在大批企业家和高管面前发表演讲。他的拥趸甚至开始以“沃伊脑残粉”自称。

Gary Vaynerchuk’s ascent to online stardom and real world riches typifies a powerful trend in business today. The idea, written about in countless articles and business books, is that the only way to make it in the digital age is to relentlessly promote your “personal brand,” especially though social media.

The intensity of this process can be daunting. As such, a cottage industry of inspirational business advice has sprouted online, full of aphorisms that combine self-help and tough love. In fact, Vaynerchuk put it best during an interview on Mashable, where he looked into the camera and stated with his characteristic confidence, “If I’m more successful than you, there’s one reason for it—it’s because I outworked you.” And by work, he means spending a huge number of hours building fans of his Internet persona.

It is a recipe for success that is attractive, intuitive, and appealing to our fundamentally American belief if you hustle long and hard enough to get yourself in front of people, you can make all your dreams come true. There’s only one problem—for many of us, it doesn’t work.

The soaring popularity of “self branding” is just one of the topics addressed in David Zweig’s new bookInvisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion (Portfolio/Penguin), which is slated for release later this month. Named as a Top Business Book to Read in 2014 by Adam Grant, a Wharton professor and bestselling author in his own right, Zweig challenges the pervasive notion that the people who spend the most time getting others to pay attention to them win. He accomplishes this by conducting in-depth profiles of individuals who are at the zenith of professional success in their fields and who actively shun the spotlight.
“自我品牌营销”不断飙升的人气仅仅是大卫•兹威格的新书《隐形:在自我推销时代中匿名工作的力量》(Invisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion)探讨的主题之一。这部定于本月末发行的著作被沃顿商学院(Wharton)教授、畅销书作家亚当•格兰特誉为2014年最值得期待的商业书籍。兹威格试图挑战一个普遍认同的观点:花费最多时间争夺其他人眼球的那个人终将获胜。为了达到这个目的,他深入剖析了一些正处于各自职业生涯顶峰,同时主动避开聚光灯的成功人士。

Some of those Zweig examines in his book include one of the world’s leading perfume developers, the structural engineer of the largest building on earth, and the guitar technician for the multiplatinum rock band Radiohead. All of the highly successful (and well-paid) masters featured in Invisibles work long hours, in some cases as long or even longer than what the self-branding Maharishis prescribe. But instead of spending these hours on promotional hustle, they dedicate time to working on and refining their actual craft.

Zweig’s argument is not that marketing is evil or useless. “I’m not suggesting that some types of professionals don’t need to self-promote,” he writes, “Many of us do.”

There’s no denying that people like Gary Vaynerchuk have built empires by working into the wee hours of the morning to draw attention to themselves and their brands. In an age where doing an Internet search is the first step in virtually every buying decision, those who don’t maintain an online presence have a tough road ahead of them—no matter how well-crafted their work. The author’s overriding point is simply that a culture that favors around-the-clock hustle at the expense of all else holds back as many businesses as it helps.

So the question remains: How do you compete if your particular business requires you to be up until three in the morning making wine instead of selling the wine that someone else has made?

One option is to eschew personal brand building in favor of building a community. Instead of personally writing every blog post, answering every comment, and crafting every tweet, you might instead build a network of people in your industry willing to share in content creation duties. By positioning yourself as the lynchpin of that community, you often gain as much visibility as you would otherwise.

Another approach is to arm your employees with the tools, training, and encouragement to each contribute a small amount of content over an extended period of time. While it may feel good to take a solo in the spotlight, letting everyone on your team chip in can multiply the effect while still leaving plenty of time for you to do the work that really matters.

Whatever promotional strategy you ultimately choose, there’s one thing that’s clear—for many of us, shifting the focus from “me” to “we” is the secret to building, marketing, and selling something truly great.

Michael Schein is the founder and principal of Michael Schein Communications, a digital marketing firm that has created or facilitated content creation for companies including eBay, LinkedIn, Avectra.

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