|
| Johnny:
|
| Richard is
with us in the studio, the author of The 80/20 Principle.
And now, this is The Star Principle: How It Can Make You
Rich. Just tell us briefly, Richard. In 20 seconds of say...
what the proposition of this book is? |
|
《80/20法則》的作者李察•柯克，這次的新作是《吉星法則：掌握改變人生、狂賺財富的好機會！》。本書的主旨是為何？ |
| |
| Richard: |
| The
proposition is that anyone can be rich. Life is difficult,
but making money is quite easy if you follow the
prescription in the book which is based on the economic
theory about star businesses. |
|
主旨是任何人都能變有錢。景氣差生活困難，但如果跟從本書的建議，賺錢其實很簡單。本書內容是根據吉星產業的經濟理論撰寫。 |
| |
| Johnny: |
| OK, now.
One of the theories is one of the businesses you got behind
was such a ground-breaking as services like Betfair. For
example now that it was running out of money in the early
days and it was quite a small business, but now it’s a
mighty oak. |
|
其中有個吉星產業理論來自你幕後主導的創新網路服務業「必發線上博彩」（Betfair）。它一開始又小又賠錢，現在卻是棵搖錢樹。 |
| |
| Richard: |
|
Yes. When I
invested, they were running out of money. They couldn’t
interest any venture complex at all in putting money into
the business. The venture complex looked at the business
which was being run by guys in their 20’s. They felt they
didn’t know what they were doing. They broke into a new
area, but they were losing money. And the whole thing ought
to go to a mess. On the other hand, I looked at that
business and I said it’s probably a star business. Now the
definition, Johnny, the star business is one which is
operating in a very high-growth market, where it’s the
leader that might not be the leader in the niche but is
still the leader in that business. And the business that
Betfair started was not betting where you take the odds
which the bookmaker provides, but betting where the customer
himself said the odds. So, it’s the kind of broker that set
up a website, and they allow people to track back, so one
person would say this is gonna happen and another person
would say that wasn’t gonna happen. And that business, which
they originated called the betting exchange business, they
were by far the leader. They actually had a couple of small
competitors, who come in after them, but they were by far
the leader in that business and it was going very fast. |
|
我進場投資時，他們的確快沒錢了，引不起任何投資企業的興趣。大家認為投資一家20出頭年輕小夥子經營的公司很冒險，完全不知道他們在做什麼。只知道他們開啟一個新領域，但是一直賠錢，所以覺得它是個爛攤子。然而，我檢視這家公司後認為它應該是吉星產業。吉星產業的定義：一個營運在高度成長市場中的領導產業，它或許不是其區塊中的領導者，但卻是同業中的龍頭老大。「必發」不像傳統博彩由莊家提供投注賠率，而是由投注者自己決定賠率。就像仲介的網站，讓人們自由下注追蹤。所以有些人覺得可行，有些人則不以為然。他們稱它為賭注交易產業，而且顯然是同行的領導者。有些小對手緊跟在後，但依然遙遙領先，以極快的速度成長。 |
| |
|
Johnny: |
|
How does
Betfair stay ahead of the game because, of course, other
betting exchanges might come in longer and indeed on the cut
in term of the percentage? And when you got experts in
bookmaking and the customers, the kind of customers they
attract, they are rather price discriminative. So, how would
a company like Betfair stay ahead of the game? |
|
既然其他賭注交易公司會進場分一杯羹，他們的獲利畢竟會受影響。而且當你有專業的下注莊家，吸引的客人多半都會比價。所以，「必發」如何穩坐龍頭老大的位置呢？ |
| |
|
Richard: |
|
Well, that’s one of the reasons that none of the venture
complex would invest. Because I said: look, it’s a tiny
company. It’s not going to retain the lead; you know the
Ladbrokes or any other big companies would come in and smoke
them. But the way they’re going into the lead was by the
crudity, you know which they had the largest amount of money
bet from person to person. And anyone who wants to bet from
person to person is not gonna go to a secondary site because
they want to be sure that they’re gonna get their bet
matched. And they want to get their bet matched for as much
money as they want to bet. Now therefore, the site which is
already in the lead is a bit Alice’s wonderland, let’s put
the site that was already in the lead is likely to remain
the site that’s still in the lead. And in fact it’s a
snowball, so actually the more equality there is, the more
difficult it is for someone to replicate that. |
|
那也是其他企業不願投資的原因之一。因為它是家小公司，很難維持領先的位置，其他像Ladbrokes的大型博彩公司一定會進場干擾它的市場。但它維持領先的原因是順其自然發展，從玩家和玩家對賭的投注方式，使他們擁有最大量的賭金。而玩這種對賭方式的玩家會繼續跟注，不會去其他的博彩網站，因為大家都想確定自己的賭注能贏，且從中獲得最大利益。因此，這樣已經領先的網站通常會繼續領先。就像滾雪球一樣，它越穩定發展，別人越難超越。 |
| |
|
Johnny: |
|
Which is very interesting because I guess that’s one of the
theories that the biggest company can come along and hammer
you out. And there were a couple of examples in your book,
of the why didn’t Coca Cola go and grab Red Bull or Dr.
Pepper. And that was simply for the reason that Dr. Pepper
is a niche taste, and Red Bull is an energy drink. |
|
這個論點很有趣，因為我以為最大的公司會出現，然後將你踢出市場。書中還有一些例子，像可口可樂並沒有完全擊敗Red
Bull和Dr.
Pepper的原因，純粹是因為Dr.
Pepper的口味是利基的一種，而Red Bull則是能量飲料。 |
| |
|
Richard: |
|
Yep, they’re different. They’re different, and the world is
wonderful because the world is full of lots and lots of
these niches. And people who are listening may, you know,
think of examples of themselves. Well, someone has done
something just slightly different from what other people
would have done. But it’s appeal to a certain kind of
customers. And if you do something slightly different, get a
reputation of that, you build a brand and it’s very
difficult to grow a commune of that. |
|
是，它們不一樣。世界很美好，因為有太多太多不同的利基存在。每個人都能想到一些例子。同行之中有人做的和其他人做的不太一樣，那會吸引一定種類的客人。所以，如果你有些創新，贏得口碑，就能創造一個品牌，不會有太多競爭者。 |
| |
|
Johnny: |
|
So, that is the secret, isn’t it? And you find that the
earlier doctors the people who have invented the concept.
Are they usually the winners? What’s the impediment? What
can go wrong along the way? For star business, it really,
really makes the lead, and then loses his way. |
|
這就是其中的奧妙。先發明新概念的通常會是贏家嗎？有什麼阻礙？中間會出什麼差錯？有人開始一個吉星產業，成為同行領導，然後就迷失方向了。 |
| |
|
Richard: |
|
Conceptually, there’s only one thing that can go wrong which
is that you can lose lead. Now, that’s very easy to say.
Now, how does it lose its lead? It loses its lead when
someone comes along with a proposition to the same
customers, which is better in some way. Now if you have a
proposition which is better, it’s no guarantee you’re gonna
over hold the leader. For example, Pepsi Cola in blind tests
outperform Coca Cola consistently. And yet, Coca Cola is a
market leader in most countries; and therefore, they would
retain the lead because people are with Coke, they don’t ask
for Pepsi or people who ask for Coke more than they do in
Pepsi. So there are certain barriers that can be built, but
that the test is really just one of observing what’s going
on. If someone is actually increasing their market share
and growing very fast, it’s like a rear view mirror. You’re
looking at a rear view mirror; you see a car coming
fantastically fast behind you that about to overtake you.
Then, you have to panic, but if that’s not happening, you
could retain the lead. |
|
理論上，唯一會出錯的是你可能失去領導位置。因為只要市場出現目標客源相同的對手，且所持的產品服務比你好時，就有可能發生。但就算你有較好的產品服務，也不見得能穩坐寶座。比如：其實在市場測試中，百事可樂一直領先可口可樂。但在很多國家，可口可樂卻是該行業的領導者。它穩坐老大的位置，因為喝可樂的消費者不會選擇百事可樂，或可說可樂的消費者對可口可樂有選擇偏好。所以會有很多阻礙，市場測試也只是參考而已。看待快速成長的市場佔有率，感覺就像是看車子的後照鏡，你看到有人以飛快的速度追在後面，就快要超越你。你的心裡會恐慌，但如果對方沒能超越你，你就還是能保持領先。 |
| |
|
Johnny: |
|
OK. There are also some mass examples in the Internet, too.
The Microsoft look like they’re the under studio software
kings. And then, what do you know Google come along? And I
mean Google is a genuine threat to Microsoft now! |
|
很多網路新興產業也是。微軟一直是軟體界的老大。結果Google的出現卻成為它最大的勁敵！ |
| |
|
Richard: |
|
Yes, they are. But the way they did it was by selecting a
separate niche. You know, the search engine initial,
whatever particular niche is dominating that and then using
that as a platform to build something else so. So, you know,
the business is quite intricate being that. But what I’m
interested in is getting started. What I’m interested in is
that the Google, you know the straggle, that Microsoft star
and maintain in its lead in this cold business. |
|
其實它是以挑選出不同的區塊市場來下手，像是搜尋引擎先佔領一塊區塊市場之後，再藉機發展其他的事業。做生意是相當複雜的。但我的興趣在於開創事業，並且很想知道Google這個吉星如何超越微軟。 |
| |
|
Johnny: |
|
So, how rare a star’s along the way? |
|
半途出現這樣的吉星很罕見嗎？ |
| |
|
Richard: |
|
Well, most businesses are not growth businesses. The
definition of a star is one which is at the market that has
to be growing at least ten percent a year over a fairly long
period of time. And most businesses don’t full in that
category. The young businesses may be one in five would full
in that category. For more established businesses, it’s
obviously much rarer because they’re more mature. And then
you have to take the leadership that got angle. There can
only be one leader in a market, but there can be lots and
lots of followers. And so therefore, again it’s probably
only one in four or one in five that’s the leader. And so,
if you multiply those two probabilities together, one in
four times one in four means one in five that means you’re
really looking at something which is maybe five percent of
all young businesses would be star businesses. So, they’re
not impossible to find or to create at one in twenty, but
they’re not the mass majority of businesses. |
|
大部分的產業都不是吉星產業。吉星的定義是長期在該市場中每年至少有10%的成長。大部分產業都無法進榜。新興產業約有五分之一能進榜。然而，處於穩定發展的產業則比較難，因為它們已經成熟，必須以不同的角度再度切入市場才能奪回領導的位置。市場上只能有一個領導者，但可以有很多很多的跟隨者。所以大概只有四分之一或五分之一能成為領導者。將兩者相乘，四分之一乘五分之一，大約只有5%的新興產業能成為吉星產業。要成為那二十分之一並非不可能，但不是每個產業都辦得到。 |
| |
|
Johnny: |
|
With the profound impact on the world of the Internet, how
much has that affected the delicate theory of the star
principle? Just before we came on air, I was explaining
sports media. You know, I had analyzed the theory in your
book, and I had exclaimed that some years our business was a
cash cow and some years our business was a star, and I blame
that on the Internet, that we grasped the new nectar of the
Internet. Now I’m saying that the old traditional media were
radioed is making us a star once more. And I can’t help but
thinking that if I had set a business up to thirty years
ago, I would have had probably one chance to make it a star.
How much of a profound affect on your theory is the Internet
beating? That must have messed things up. |
|
網路的影響無遠弗屆，它如何影響吉星法則？以前我們廣播產業是頭肥牛，現在已蛻變為吉星。我認為網路的關係很大，大家都在享用網路所帶來的甜頭。我是說我們原本是傳統媒體，藉由廣播再次成為吉星。如果一個產業已經有三十年以上的歷史，可能只有一次機會蛻變為吉星。網路的角色為何？它並定會造成一場混亂。 |
| |
|
Richard: |
|
I don’t think it messes things up, it riches them. What it
does is it just provides another way, another dimension of
different shedding your product from somebody else. But
that’s been done before. For example, Fire Effects grew from
a cash cow into a star. When there was a collision in the
1970’s, they decided to sell it by mail order. Previously
they were only being available in stationers. So, a new
channel can actually enable an existing market to go from a
pretty low growth to high growth, and that in that lies a
possibility of creating a star out of a cash cow. But that’s
just another channel. The Internet is just another channel
in the same way. It’s a fantastically powerful channel. It’s
one which is full of empty niches. I mean I still think the
Internet has fantastic opportunities for people to establish
businesses. In those spaces, not all the spaces have been
taken. But nevertheless, it’s really just a new and in-hunt
form of what people have been doing since businesses began
which is creating different channels distributions and
different niches. |
|
網路並沒有造成任何混亂，而是豐富了市場。它只是提供另一個管道，由不同層面去行銷產品。以前就有類似的案例。像Fire
Effects從肥牛事業搖身變成吉星事業，乃是源自於七○年代的一場衝突事件，使得Fire
Effects決定用郵購的方式銷售。以前只在文具店裡才找得到，多了郵購這條新管道之後，使現有市場的低成長一躍而上，使肥牛變吉星成為可能。和郵購一樣，網路也是另一個管道，而且很有力，其中充滿了尚無人佔據的利基空缺。網路具備了使產業得以拓展的好機會。但也只是新方式之一，人們一直在創造不同的行銷管道和利基所在。 |
| |
|
Johnny: |
|
So, the star principle is about whether you’re a budding
untroubled now, whether you’re a talented employee in that
business, even you’re a small time investor who perhaps
doesn’t want to work in that organization. It’s literally by
everyone being able to spot that star business and find or
identify a market that grows by ten percent or more a year. |
|
吉星法則就是不管你是新手、業界人士或投資者都能適用。而且任何人都可發現吉星產業，找到每年能成長10%以上的市場。 |
| |
|
Richard: |
|
That’s right. I think stars are for everybody. I can’t
understand why anyone who works would work in a business
which is not a star business if they understood the great
advantage of being in the star business. And that is the
star business can be much more valuable, much more
profitable. It’s gonna grow much faster than an existing
business. And therefore, if you are in a business like that,
you’re gonna get the opportunity to get promoted, you’re
gonna get the opportunity to get free options; you’ll get
the opportunity perhaps by shares when they are very, very
cheap. You know, from almost no money out there, or no money
out there at all, you might end up rich if you’re in a star
business as one of the early employees. It’s also for
investors. It’s a great way for thinking about how you can
piggybank on someone else’s idea. I didn’t start Betfair
which has been a fantastically successful company. I only
came along when they were running out of money about a year
after they started it. So, they had the idea. They created
the concept. They proved it and practiced. They actually
were growing a 30 percent a month. I mean it’s a fantastic
business, but all I did was just to put some money into it,
and then tell them to grow faster. |
|
每個人都能有吉星產業。我無法理解既然了解吉星產業的優勢，為何會有人選擇非吉星產業。吉星產業更有價值和利益。比現有產業成長快速，所以如果身處吉星產業，你將有機會升遷、自由選擇，甚至購得低價股份。也就是說，從錢不多或完全沒錢的情況，早日成為吉星產業的一員，變很更有錢。對於投資者也是，靠別人的點子賺錢是很好的方法。「必發」表現出色，但它並不是我創立的。我只是在它開創一年後快破產時出現。他們才有點子，創造新概念，是他們實現它的。一開始每個月有30%的成長，是非常優秀的產業。我只是投資一點錢，讓他們成長得快一些。 |
| |
|
Johnny: |
|
I was very interested in the concept that the actual
business might be losing money, handover fixed. But it’s
about the market that rings. So, don’t worry about the
balance sheet. Look at the market. That’s a very interesting
theory. |
|
產業原本可能賠錢，然後一經移交就轉好了。關鍵就在於市場。所以別擔心損益表，市場才是最重要的。這理論很有趣。 |
| |
|
Richard: |
|
Yep. It’s not my theory. It’s a busting consulting group
theory from the 1960’s. All of the creative ideas in
business have come from the busting consulting group; in my
opinion, all the ideas certainly relating to strategy. And
what they found was that the companies, they analyzed may
nearly all of their money and more than all of their cash
are from the star businesses. And that was pretty odd
because these star businesses were usually a small
proportion of the total revenues of the corporation. So,
what we did when I was a manager, consultants we would go
into a company with classified the businesses into a star, a
cash cow, a dog or a question mark, etc. And we looked at
the prosperity. And time and time and time again, we found
nearly over money or more than over money, more than a 100
percent of the money was actually being made in these star
businesses. And all I have done is just reinters of the
dig-out. The theory which is, you know, it’s genially
accepted to the amount of strategies, but you know people
don’t make a big fuss about it. I’ve just dug us out and
given a new life to it because it’s been my experience in
investing personally. The star businesses make you fortune. |
|
那是六○年代投資顧問公司的理論。我認為所有相當有策略的創意點子都是那時候得來的。他們發現一個公司所得幾乎全來自吉星產業。但那很奇怪，因為吉星產業通常只佔公司收入的一小部份。在我還是投顧主管時，我們顧問群到客戶公司之前，會將其產業分析歸類為吉星、肥牛、落水狗或問號等四種不同類別。結果發現絕大部分能賺錢或甚至100%翻倍賺錢的產業都是吉星產業。這個理論有很多策略，但人們並沒有注意過它。我只是以個人的投資經驗賦予它新生命。吉星產業能幫你賺錢。 |
| |
|
Johnny: |
|
So, just studied in your track record in investment, there
is a correlation behind what we’ve been talking about the
last ten minutes. And the organization of the businesses
that you’ve been investing in Betfair, of course, you’ve
mentioned. You mentioned Fire Effects was gonna promote us
Gin. Well, Belgo restaurants as well, Belgium unusual food.
But it just goes to show it’s about a niche. I mean there
are lots of restaurants out there, but where is the Belgium
one? Was that the theory behind the bearing muscles? |
|
在你的投資紀錄中，有很多不同產業，像「必發」、Fire
Effects、Gin，還有比利時餐廳也是。重點就在於利基。英國餐廳這麼多，但哪裡找得到比利時美食？這理論後的支撐力量為何？ |
| |
|
Richard: |
|
Bearing muscles. Well, yes, it was not just beer. It was a
Belgium beer from monastery, which is different. But it was
also... (Johnny: It’s the only market leader in
that.) Oh, yes, definitely the leader in Belgo type
restaurants. But it was a separate niche because nobody
could imitate it, and it proved incrediblely popular. And
the reason they couldn’t imitate it was that it was quite
subtle. I mean it wasn’t just doing mousse and fritz. It was
also the atmosphere which you got in the place which meant
you have to be very glitzy, you have to use a lot of wood
and provide soundmen all for lots of thinking had gone into
it. But it made a unique experience. And that business was
probably the most profitable restaurant business for its
size in the whole of England at one time and may still be.
It was a star business and it made a small fortune for the
two guys that had started it, and it made a fortune for me
as well. |
|
支撐力量不只是啤酒。修道院做的比利時啤酒，是不一樣的，絕對是比利時餐廳中的領導者。那是不同的區塊市場，因為無人能學，無人可及。不只是做做慕斯和冰品，還有餐廳的氣氛，必須非常誇大，用純木板建造，提供悅耳的舒適環境。我們花了很多心思，是很棒的經驗。全英格蘭同等級的餐廳就屬它最賺錢。這為兩位創始人賺進一些錢，也幫我賺進很多錢。 |
| |
|
Johnny: |
|
Where next,
Richard? Where can you identify the next growth market, and
does it necessarily has to have anything to do with the
Internet? Is the Internet such an entranced part of
developing a star business these days? |
|
你認為下一個吉星市場在哪裡？跟網路一定有關聯嗎？網路是現今發展吉星產業的必備管道嗎？ |
| |
|
Richard: |
|
Well, Johnny, I mean you love the Internet. I love the
Internet, but it’s not the only way of doing it. I mean I
think it’s probably about ten percent of the new businesses
that I see that I think of probably star businesses of the
Internet businesses. It’s quite a high proportion perhaps
because that’s a disproportion number of businesses that I
look at. But nevertheless, where are they coming from? I got
a chapter in the book where I give some triggers, about 30
old triggers for trying to create a new star business. And
one of the great ways of doing that is, for example, to
think about the grin angle of something. Another way is to
take an idea that someone has actually proved successfully
in one country, and do it in another country. You might want
to adapt slightly for that country. But if they have been
internationalized, you can internationalize the concept. You
mentioned Red Bull early as an energy drink. That came from
a product which already existed in Thailand, and it was
called Red Bull but in Thai. And all the guy who started it,
not sterling guy, did was simply to buy the product, and
then marketed it effectively in the West. And he is the
richest person in Austria, as a result of that. Another
thing is to do something where you want to product or
service and can’t find it. That’s how Betfair started.
Andrew Black was a professional gambler, the co-founder of
Betfair. He loved nothing more than to play poker throughout
the night. Because when you play poker, you know, if you
lose, someone else of your friends wins. So, it’s a zero-sum
game from that point of view. There are no bookmakers taking
their card. And what he did was to really say: what could we
do this? Not for poker, but for another form of gambling,
and later for poker as well. Could you actually cut out the
bookie? That what he wanted, and that’s what he provided.
And instead of taking an average of 10 to 20 percent which
is what the bookmakers do, on Betfair as a percentage of the
total amount your bet, you probably pay about one percent.
So, you know, providing a service which isn’t there, which
you would like is another trigger. And as I said, there are
lots and lots of these triggers. I think anyone can start a
new business. You don’t need to be being in a business
school. You don’t need to be particularly neural. You just
need to have an idea which is a star idea. And if you follow
the directions in the book, anyone can do it and I’m really
serious, absolutely serious about it. I think we could see
hundreds of thousands of new millionaires created from
reading this book. It’s entirely possible. It’s not
difficult. |
|
大家都愛網路，但那只是行銷的管道之一。網路的新興產業約有10%是吉星產業。這個數字可能有點高，因為我看到的產業並不均衡。從何而來？書中有個章節提到這些招數，約有30個舊招能成就新吉星產業。方法之一是以樂觀的角度看待吉星產業。另一個則是用別人在其他國家成功的例子，套用在另一個國家。雖然可能需要依國情做些調整，但若該國已經國際化，就將概念國際化即可。像紅牛（Red
Bull）這個能量飲料，其實泰國早就有了，而且也叫Red
Bull，只是泰文而已。投資者只將它買下來，有效行銷到西方，還因此成為奧地利最富有的人。另外還有像是你需要某個產品服務，卻在市場上找不到。「必發」就是這樣來的。其創始人之一安竹•布雷克是職業玩家。最大的興趣就是徹夜玩撲克。玩撲克時如果輸了，代表你朋友贏了，所以是個零和遊戲。並沒有職業莊家發牌。他用這個理念實踐一個新產業。從其他賭注項目下手，後來才加入撲克。他只想跳過莊家玩遊戲。傳統博彩的莊家通常抽取10%到20%的佣金，在「必發」則只需付賭金的1%。所以提供市場上本來沒有但卻是你所需要的服務，這也是一招。世界上有太多太多招。每個人都能做生意，你不必上過商學院，也不用很有商業頭腦。只要有好的吉星點子，跟著書上的建議，就能成功。我相信本書能創造成千上萬的百萬富翁。 |
| |
|
Johnny: |
|
Does it rather depend on the tax situation in each country?
Seriously, I mean I’m sure we are more disposed to being
millionaires, and creating millionaires in a deregulated
economy. And the one that is facing regulation, do you think
that is the impediment to the success of finding a star
business? |
|
每個國家的稅制狀況會有影響嗎？我覺得我們過於強調要變成百萬富翁，而且是在不受管制的經濟體中創造出百萬富翁。但面對條規，你認為那會是尋找吉星產業的阻礙嗎？ |
| |
|
Richard: |
|
Look, I think it may be correlated to some degree. But I
think it’s more a mentality question. I mean I lived part of
the year in Spain, and part of the year in South Africa, and
part of the year here. And there is a very different culture
of enterprise in those different places. Odd enough, there
are tremendous amount of micro enterprise in South Africa.
And you know, basically, there’s a business gene there is
very under-pronunial. And the tax system isn’t particularly
favorable to it. On the other hand, in Spain where the tax
situation also isn’t very favorable, there is an under-pronunial
culture, and that’s because, in my opinion, the whole
Spanish educational system, the whole Spanish way of growing
up, it’s very group-oriented, it’s not individualistic. And
it’s certainly not oriented toward starting new businesses.
So, in Spain, there are some entrepreneurs, but they’re not
open to struggle. And I think to some extent, the
entrepreneurs create the pressure on the government to lower
taxes. And you know, I’m the one in favors of low taxes, and
I think it’s a terrible thing that the government has
increased the capital gain tax from 10 percent to 18 percent
for businesses. I think it’s a stupid, stupid, stupid thing
to do. But nevertheless, you know even an 18 percent; you
can keep 82 percent of what you’re making. The key thing is
to understand that ordinary people can create a business and
make a lot of money. And they make a lot of money by hamming
a star business which is something they really care about. |
|
那的確會有某程度的關聯。但我覺得阻礙來自於想法。我每年分別住在西班牙、南非和英國等國。每個地方都有非常不同的企業文化。在南非有相當多的小型企業，但基本上那裡的企業體質很羸弱，而且稅制並不利於生意人。而在西班牙，稅制也同樣不利，企業文化也很貧弱。我認為這是由於整個西班牙的教育體系和成長方式，讓西班牙人重視團體甚於個人，以致對開創新產業並不積極。在西班牙是有一些創業家，但很多卻因文化特質而感到綁手綁腳。就某程度而言，創業家能促使政府降低稅收。我本身也喜愛低稅收，認為政府將企業所得稅從10%提高到18%是件相當愚蠢的決策。但重點是一般人也能開創事業賺大錢。從吉星產業中賺取絕佳的利益，才是大家關心的事。 |
| |
|
Johnny: |
|
It’s one of the only books I have ever seen with a cigarette
style warning on the back. Warning: this book can make you
seriously rich! So, it’s got a responsibility code on it,
and conscience is very, very clear, you can get rich reading
this book. It’s a very interesting read; take it from me,
Richard Koch’s book, it’s The Star Principle. It’s 12 pounds
99, and it’s out in the shops toward the end of February, 12
pounds 99. Richard, thank you very much for joining us
today. |
|
這本書非常特別，背後有個類似禁菸的警告標誌，寫著「警告：本書將讓你有錢的要命！」，這句話的意思很清楚，就是讀這本書能讓你致富。李察•柯克撰寫的《吉星法則》，是本很有趣的書。 |
| |
|
Richard: |
|
You’re very
welcome, Johnny. Great pleasure! And readers, or listeners I
should say, get rich. Start a star business. |
|
讀者們變有錢吧！開創一項吉星產業吧！ |
| |
|
Johnny: |
|
Get rich... |
|
變有錢…… |
 |
|
|
