成功周刊第18期

刊首语

天气刚晴朗了几日，便又下起了冷雨，连风中也透着浓浓的寒意。虽是热闹繁华的大上海，冬天的味道还是那么固执，铺天盖地的笼罩下来，整个城市的气氛亦是比较萧瑟的。

我是比较怕冷的人，但在我的概念里，我还是喜欢冬季一些。炎热的夏季总会让人生出莫名的烦躁，做什么事情也打不起精神。而冬天却给人比较宁静的感觉，并且更容易细细品味生活的细节。冬天的我最喜欢的就是懒懒的缩在被窝里，捧着一杯红枣枸杞茶，眯着眼睛，鼻子嗅着暖暖的茶水的热气，那是多么温暖的一种感觉啊。亲爱的朋友，此时的你身处何方？你那里的冬天下雪了吗？你是否和我一样正在体验着冬季带给我们的别样心情呢？

其实，不管是寒冷的冬天还是炎热的夏季，是和风吹拂的春天还是收获满满的秋天，生活中的每一天，对我们都是一份珍贵的礼物，每一天，我们都会收获到为之开心、喜悦、满足、感激的情怀。

而，今天，我们第一期华尔街工程职业操盘手训练班的学员们正在用自己的辛勤，用自己的努力，用自己的机遇去感受成功的喜悦，去创造丰收的硕果，去触摸心灵的震撼。

是啊，在中国，在不同的城市，通过互联网，在谭健飞老师的正确指导下，到美国华尔街通过操盘去赚取美圆，已经不再是梦。

只有通过辛勤的耕耘，才可以真正的感受到收获的喜悦。通过为期一年半的努力学习，职业操盘手班的大部分学员都已经进入了实盘交易，他们终于跨出了强有力的步伐，在华尔街的金融舞台上开始了自己人生的拼搏。他们的心情是兴奋而热烈的，他们的操作是慎重而规范的，他们的思维是敏锐而严谨的，他们每天都在感激生活带给他们的惊喜。

学员当中有比较优秀的已经赚到了令人羡慕的美金，还有一部分学员正在等待着收获美金。看到学员们取得的成绩，谭健飞先生很是欣慰。他决定在近期再为学员们做一次面授，他将倾其所有，把自己数年来总结的操盘秘诀和好的研究方法全部都奉献给学员们，让他们更加信心十足的在华尔街的舞台上激情演绎他们的梦想。

[本期成功周刊为方便英语学习爱好者，我们采用了中、英文对照的格式]

本期赠言

首先出现在头脑中的应该是想法；之后再把这种想法组合成一个体系，形成某种打算或计划；然后将计划转化为现实。正如你将要看到的那样，起点在你的想象之中。

——拿破仑.希尔

"First comes thought; then organization of that thought, into ideas and plans; then transformation of those plans into reality. The beginning, as you will observe, is in your imagination."

——Napoleon Hill

本期文章

创业的时候要避免最常见的也是人们最容易犯的错误

大约四年前，作为纽约的一个不动产经纪人，杰夫.兰得斯发现他所考虑的一项计划是一个未被开发并且有巨大潜力的市场：很多大公司都拥有很多剩余的空间或办公室，他们想把这些办公室出租，但却很少有商业不动产代理商对这方面感兴趣。有什么解决的办法吗？于是兰得斯开始着手创建一个电脑空间的商业广告业务，他相信这可以使他成为第二个杰夫.贝泽斯。

为了吸引消费者，兰得斯张贴了一张特殊的帖子，提供一年的免费广告。他的目的是想在接下来的几年里将免费赠品变成付帐清单（59.95美元）。在我看来这分明是一种不可靠的市场经营策略，但令我感兴趣的是兰得斯将如何继续这一策略。

他花费了他所有的生活积蓄，大概有一万美元来创建他的网站。完成之后他很高兴——直到他发现自己忽略了一个很重要的环节——一个首要问题。他没有找到一条合适的销路！

所以在发现问题之后的第11个小时，他雇佣了一家价格昂贵的广告公司，并将剩余的储备金用来进行各种各样的销售计划。很不幸的是他所雇佣的广告公司并没有市场行销天赋。他们不断的尝试然后……他的银行存款越来越少……过了不久，他就破产了。

只要是稍有经验的商人一定会到此就停止了，但兰得斯先生并没有放弃，他依然深信他的设想一定会成功的——他所雇佣的广告公司也坚信他应该坚持打广告，之后他又去银行贷款。

想要补偿损失反而损失的更多……要面对现实承认错误是很难的。

兰得斯先生接下来会怎么样？我也不知道。看起来他还会继续他的办公室租贷业务——但经过四年的不断尝试之后，他的“高见” 仍然没有取得他所预想的那种一鸣惊人的成功。

汽车修理工杰克.班泽瑞拉创业的方式与杰夫的完全不同：他发明了一种可笑的氖辉光的设备，很多人把它安装在汽车框架的下面。

当他在1990年带着他的设备模型出现的时候，他只有1000美元。他只用了其中的三分之一来进行最初两个氖灯系统的安装，然后他用剩余的钱以及几乎所有的时间用来向汽车场销售他的想法并且在汽车比赛上兜售他的产品。

班泽瑞拉所有的消遣时间都用来各处旅行，向别人展示他的发明，然后签定单。刚开始的时候定单很少，但个体销售通常会引来很多回头客。人们一传十，十传百的，于是他的产品很快吸引了别人的目光。

他攒了很多资金，足够建立规则有序的系统，将他们交付给客户，再把由此赚到的钱进行再投资。有的候，他接连几个月口袋里一分钱都没有，没有花一分钱在办事处的设立上，额外津贴上，以及产品的改进上。他只是不停的卖，直到掌握了如何销售他的商品才是最有效的，最赚钱的。大概一年之后，他的生意已经走上正轨。它并不完美，却很赚钱。逐渐的，班得瑞拉先生开始用节省下来的流动资金进行改进——确定店面的位置，购买新设备，整理财产清册。

首先集中精力来搞销售，然后再处理次要的的问题，班泽瑞拉就是通过这种方法才使自己初出茅庐的事业没有遭受到常见的资金短缺——大多数公司创业的第一年都会遇到这种情况。

现在，Street Glow 有限公司的产品销售网遍布全国以及世界上52 个国家，拥有资产数百万美元。

正如他们在洛克威拉中心会客厅所说的，如果没有销售，“你只能得到已经拥有的东西。”

商业计划，产品改进以及客户售后服务计划，这些都很重要。但在创业的时候，什么没有销售更重要的了。

创业的时候，有一个最容易出现的错误——很多人将珍贵的原始资金花费到次要因素当中去了。哪些是次要的？我在这里列出一张表，其中包括房地产所有权，办公设备，文具，商业名片，员工，软件，有时甚至还包括产品本身。

那哪些又是第一位的呢？我是这样理解的：创业时首先应该考虑的，也是最重要的就是基本的销售问题。针对你所确定的销售方式以及你所定的价格，你的商品或是服务是否能够销售或推广出去？

比如说，你想在你的家乡经营一间牛排餐厅。你要考虑的因素有很多，其中包括位置，装修，员工以及定菜单等等。但在你将大部分精力用来考虑这些因素之前，你需要确定——无论以什么方式—— 你所在地区的人是否喜欢吃牛排。这项调查难道没有意义吗？

如果连这个简单问题的答案都还没有考虑清楚就开始投资，那么无论投入多少钱都是无谓的浪费。在这里我给你举个例子。这件事就发生在前几天。

有人把我介绍给一个正在筹划创建因特网咨询服务事业的人认识。他(和他的支持者）已经在创建网站上花了很多钱，他想听听我的建议，为了回应他所计划的庞大的广告闪电战，如何才能将顾问组成一个巨大的网。“什么方式才能吸引这些顾问？”他追问道。

我告诉他，他犯了一个严重的错误。我认为他首先应该考虑的应该是：“我们是否能够吸引（借助广告宣传）人们登陆我的网站并且在网上付咨询费？如果他们可以支付这笔费用，会付多少钱？”

我努力向解释给他听，如果在没有回答出这个问题之前投资，那么他当前的商业计划就会花掉他上百万美元的资金。他要做的第一件事——也是此刻他最应该投资的主要部分——在网上争取到一位顾客需要花费多少钱，从顾客那里又能收入多少钱。我告诉他，这只需花5000元左右，而不是上百万。当他完成之后——大约30天内— —他就可以满怀自信的了解到他是否拥有可实施的商业头脑。

（英文原文）

Avoid the Most Common Mistake People Make When Starting a New Business

About four years ago, Jeff Landers, a New York real-estate broker, discovered what he considered a very big, untapped market: Many large companies had surplus space or offices they wanted to rent, but few commercial-real-estate agents were interested in brokering those deals. The solution? He started a cyberspace advertising business that Landers believed would make him the next Jeff Bezos.      To lure customers to his site, Landers posted a special introductory offer that gave away a free ad for a year. His objective: convert the freebies into paid listings ($59.95) in subsequent years. That sounds like a dubious marketing strategy to me, but what interests me here is how Landers pursued this strategy.      He spent most of his $10,000 life savings on building his website. When it was done, he was happy -- until he realized he'd forgotten to do the First Thing. He'd failed to find a way to make a profitable sale!

      So, at the 11th hour, he hired an expensive advertising firm and spent the rest of his nest egg on various selling schemes. Unfortunately, the advertising company he hired wasn't composed of marketing geniuses. They tried this and that . . . and his bank account got lower and lower . . . and before long, he was broke.

      A more experienced businessman would have stopped there, but Mr. Landers was still convinced his product would work -- and since his advertising company was still convinced that he should keep advertising, he went to the bank and borrowed money.

      It's way too easy to throw good money after bad . . . and it's hard to admit you're wrong.

     What will happen to Mr. Landers? I don't know. It appears that he's still in the office-rental business -- but, after four years of trying, his Big Idea still hasn't become the blockbuster success he had envisioned.
       Car repairman Jack Panzarella had a very different idea for starting his business: He invented those silly, neon glowing things that some people install underneath their car frames.

      When he came up with this toy in 1990, he had a mere $1,000 to his name. About a third of that paid for the installation of his first two neon-light systems, with the balance -- and most of Panzarella's time -- devoted to selling his idea to auto shops and hawking his wares at car events..

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He collected deposits, enough to build the systems ordered, delivered them, and then reinvested the profits in selling more systems. For months, he put nothing in his pocket, spending nothing on office space, executive perks, or product improvements. He just sold and sold until he knew exactly how to sell his product profitably.

After about a year of this, he had a working business. It wasn't perfect, but it was profitable. Gradually, using only the cash flow he could spare, Mr. Panzarella began making improvements -- fixing up his shop, buying some new tools, and ordering inventory.

       By devoting his attention to selling first and taking care of the secondary business concerns later, Panzarella ensured that his fledgling enterprise would not suffer the normal (and normally lethal) cash shortages most first-year businesses encounter.

       Today, Street Glow Inc. distributes its expansive product line nationwide and in 52 countries around the world, garnering millions of dollars in revenues.

       Without sales, as they used to say at the Rockville Center Billiard Parlor, "you got gots."

      Business plans, product revisions, and customer-service programs are all very important. But for a new business, nothing is more important than sales.

It may be the single most common mistake in starting a new business -- spending precious capital on "secondary" considerations. What is secondary? My list would include real estate, office equipment, stationery, business cards, employees, software, and sometimes even the product itself.

What is primary? I'd put it this way: The first and most important consideration of any new business is the fundamental selling proposition. Can you really sell your product/service the way you want at the price you want?

For example, say you wanted to open a steakhouse in your hometown. There are many considerations you would have to take into account, including location, decor, staffing, the menu, and so on. But before spending too much on those things, you would need to find out -- somehow or other -- if people in your area want to eat steak for dinner. Doesn't that make sense?

It's amazing how much money people will throw at a new business without ever getting an answer to this simple question.

I'll give you an example. This happened just the other day.

I was introduced to a young man who was in the process of setting up an Internet counseling business. He (and his backers) had already spent a fortune on the website and he wanted my advice on putting together a huge network of counselors to respond to the big advertising blitz he was planning. "What is the best way to attract these counselors?" he wanted to know.

I told him I thought he was making a big mistake. I told him that his primary business consideration should be: "Can I provoke (through advertising) people to log on to and pay for counseling online? And if so, how much will they pay for it?"

I tried to explain to him that his current business plan would have him spending over a million dollars before he answered that primary question. The first thing he needed to do -- and the main thing he need to spend his money on now -- was to find out how much it would cost him to acquire an online client and how much net revenue that client would be worth. That, I said, would cost him about $50,000, not a million. And, when he was done -- in 30 days -- he would know with confidence if he had a viable business idea.

小幽默

吹牛大王 (Braggadocio )

有四个家伙在酒吧里喝酒，一边喝一边吹牛，是关于他们的儿子的。第一个人说，“我的儿子是从给代理商洗车开始他的事业的，他现在已经拥有了自己的代理权并且给他一个朋友四辆新车！”

      第二个人说，“我的儿子是从给一家房地产办事处送午餐外卖开始创业的，但现在他已经拥有了自己的房地产公司并且送给他朋友一幢公寓。

       第三个人接着说，“我儿子开始在证券交易所打扫地板，现在他基本上已经拥有了一家证券交易所，送给他朋友一百万美元的股份。”

         最后，第四个人说道，“恩，和你们的儿子比起来，我的儿子就很让人失望了。他是一个同性恋美发师，而且有很多男朋友。另外，在他生日那天，他的男朋友当中，有人送给他四辆车，有人送他一幢公寓，还有人送他一百万美元的股份。”

Four guys are drinking in a bar, bragging about their sons. "My son," the first one says, "started out washing cars at dealership, but now owns the dealership and just gave one of his friends four new cars of his choice!"

"My son," said the second, "started out serving lunch in a real estate office, but now owns the real estate office and just gave one of his friends a new mansion!"

"My son," said the third, "started out sweeping the floors at the Stock Exchange, but now practically owns the Stock Exchange and just gave one of his friends a $1,000,000 in stock."

"Well," the fourth guy said, "my son's turned out to be a bit of a disappointment. He's a gay hairdresser and he has SEVERAL boyfriends. On the plus side, between them, they gave him four cars, a mansion, and a million dollars in stock for his birthday."

成功小帖士

先付钱给自己

在大卫.巴赫的著作“无意识的百万富翁”中提到，有六种方式可以赚很多钱，足够使你变得富有。

1、赢得它。尽管买彩票是“工人们想要暴富的首选方法”，却是最不可能实现的。大多数国有彩票的投注赔率——工人最常采用的致富方案——是一千三百万比一。还有一种最糟致富方法— —投币机，仅在美国，每年从想要暴富的人那里就能够获得大约20亿美金。

2、与它结婚。如果你长得漂亮而且不介意缺少爱情，这倒是个不错的方法。寻找一个有钱人，将这个有点老，有点胖并且有点丑的人定为你的结婚对象。

3、继承它。如果你已经知道自己会继承财产，并且完全有可能依赖这些钱生活，你也不需要我们关于致富的建议了。

4、起诉它。 “现在这的确是个很好用的方法，”巴赫说，“世界上75%以上的律师在美国工作，世界上94%以上的诉讼案也都在那儿存档。看起来似乎很多人认为与努力赚钱，攒钱并投资比起来，更好的策略是‘找到他们，起诉他们，抨击他们’”。但是这并不是真正可以用来积累财富的方法。

5、将它编入预算。这是个节衣缩食的方法。这种方法并不怎么有效。因为谁会放弃30年的快乐而“幻想在未来的某一天可以退休然后再享受生活？” 很多人都渴望经济独立，可是大部分又在65岁退休之后却仍然没有财产。他们没有中彩票，没有继承财产，甚至自己辛苦赚来的钱最终也没有攒下来。

为此，巴赫推荐了下面这种致富的方法：

6、先付钱给自己。巴赫承认，这个先付钱给自己的点子并不是第一次提出来。但是大部分听过这个建议的人艘没有真正理解它的含义…或者不了解它的影响力有多大。

他们并不是先付钱给自己，而是将所有费用支出后再把剩下的积攒起来。但是剩下的已经没有什么了。这一策略的主要原因是“帕金森法则”的变体：“提高支出以迎合收入。”换句话说，如果你今年的收入想要提高25%，那么你的支出就应相应的提高25%，又退回到起点。 “先付钱给自己”意味着你做的事情和政府给你发放工资的做法是一样的——从最高点扣除你的份额。1943年以前，所得税是不会自动保留的——那时政府度过了一段艰难的岁月—— 回收债务。有些人指出通过先获得收益可能会解决这个问题。

巴赫提出：“并不是只有政府才能采取先获得收益的这种方法，这个过程是自动操作的，所以不会出现误。这可以算是确保收回资金最接近万无一失的办法了。这是毫无疑问的。要成为有钱人，你必须也采取这种方法。“你必须制定一个计划，以确保你将来会有所收益 ——在计划中你可以自主的先付钱给自己。”

你要怎样做？最好的方法就是拥有税前退休帐户。最著名的有个人退休帐户等。投资到这个帐户上的资金是从你的总收入当中扣除的。那就意味着在交税之前就得到它了（也就是说在政府得到它之前）。

积累税前收入的影响看起来并不大——但是如果你将这些15年或是30年的税前收入加起来，数量就大得惊人了。这与661，437美金的净资产（按利率10%计算，你每年将获得66，000美金的收入）或者1，700，000美金的净资产（依靠171，000美金的年利率收入，就过上舒适的生活）是截然不同的。

（英文原文）

Pay Yourself First

In his book The Automatic Millionaire, David Bach says there are six ways to get enough money to be rich: 　

1. Win it. Although playing the lottery is the "No. 1 way working people try to get rich," it's the least likely to pay off. The odds of winning most state lotteries -- the workingman's most commonly used get-rich scheme -- are 13 million to one. And slot machines, the next worst way to become wealthy, take in about $20 billion a year from would-be wealthy people in the U.S. alone.

2. Marry it. If you are very good-looking and don't care to be distracted by love, this may be a good route to take. Shoot for someone who is already rich. Target potential spouses who are older, fatter, and uglier.

3. Inherit it. If you are in a position to inherit money, you already know it and are probably counting on it. You also don't need our (or David Bach's) advice on how to get rich.

4. Sue for it. "This one is really big these days," Bach says. "More than 75% of the world's lawyers practice in the USA and upward of 94% of the world's lawsuits are filed there. It seems some people feel that rather than earn, save, and invest, a better strategy is to 'find 'em, sue 'em, and sock it to 'em.'" However, this is not a real system that can be counted on to build wealth.

5. Budget for it. This is the scrimp-and-save method. It rarely works, because who wants to put off having fun for 30 years "in the hopeful expectation that someday you'll be able to retire and start enjoying your life?"

Most people aspire to become financially independent, but the vast majority of them retire at age 65 with next to no assets. They never win the lottery, never get an inheritance, and never even get around to saving some of their hard-earned money.

6. Pay yourself first. The idea that you should pay yourself first, Bach admits, is not original. But most people who've heard this advice don't really understand what it means . . . or how powerful it is.

Instead of paying themselves first, they pay all their normal expenses and then decide to save whatever is left over. But there's never anything left over. The main reason for this tragedy is a variation of Parkinson's Law: "Expenses rise to meet income." In other words, if you increase your income by, say, 25% this year, chances are your expenses will also increase by 25%, leaving you right back where you started.

"Paying yourself first" means that you do the same thing the government does with your salary -- you take your share off the top. Before 1943, income taxes were not automatically withheld -- and the government was having a hard time collecting all the money it was owed. Then some genius figured out that it could solve the problem by getting paid first. And so it did.

"Not only did the government arrange to get paid first," says Bach, "it automated the process so there wouldn't be any slip-ups. It figured out a darn near foolproof way to make sure it would always get its money. No ifs, ands, or buts."

To become wealthy, you must do the same. "You need to set up a system that guarantees you'll get paid -- a system in which you pay yourself first automatically."

How do you do that? The best way is with a pretax retirement account. The best-known are IRAs etc. Money invested in these accounts is deducted from your gross income. That means you get it before it's taxed (i.e., before the government gets to it).

The impact of saving pretax income may not seem like much -- but if you add it up over 15 or 30 years, it can be enormous. It can mean the difference between ending up with a net worth of $661,437 (which, at 10% interest, will provide you with an income of $66,000 a year) or a net worth of $1.7 million (which will allow you to live very comfortably on a yearly interest income of $171,000).

卷尾语

生活的步伐不紧不慢的前进着，每一天都不是我们想象中的那样。是让生活过的索然无味，还是积极向上，决定权就在自己的手中。用心的去创造，心存感激的去体验，奋力的去拼搏，生活将把自己多姿多彩的笑脸展现给你。

第17期的成功周刊与大家见面了，希望在这寒冷的季节里，我们的故事可以为您带去温馨与力量。

[总编：吴丽雯本期编辑：孙若樱翻译：一乔供稿：健飞版面设计：孙若樱]
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