[Music]

i've made

billions of dollars of failures at

amazon.com

literally billions of dollars of

failures it's

easy to have ideas it's very hard to

turn an idea into a successful product

do something you're very passionate

about and

don't try to chase what is kind of the

hot passion of the day

[Music]

my job one of my jobs as the leader of

amazon

is to encourage people to be bold

and people love to focus on things that

aren't yet working

and that's good it's human nature that

kind of divine discontent can be very

helpful

but you really you know it's incredibly

hard to get

people to take bold bets and you need to

encourage that and if you're going to

take bold bets

they're going to be experiments and if

they're experiments you don't know ahead

of time whether they're going to work

experiments are by their very nature

prone to failure but big successes a few

big successes

compensate for dozens and dozens of

things that didn't work

so you know bold bets aws kindle

amazon prime our third-party seller

business

all of those things are examples of bold

bets that

that did work and they pay for a lot of

experiments

i've made billions of dollars of

failures

at amazon.com literally billions of

dollars of failures

and you know you might remember

pets.com or cosmo or

you know give myself a root canal with

no anesthesia very easily

none of those things are fun but but

they also

they don't matter what really matters is

companies that don't

continue to experiment companies that

don't embrace

failure they eventually get in a

desperate position

where they the only thing they can do is

make a kind of hail mary bet at the very

end of their corporate existence

whereas companies that are you know

making bets all along even you know big

bets but not bet the company bets

i don't i don't believe in bet the

company bets that's when you're

desperate

that's that's the last thing you can do

i think stress you can be

one of the things that's very important

to note about stress

is that stress primarily comes from not

taking action over something that you

can

have some control over so if i find that

some particular thing is causing me to

have stress

that's a a a a warning flag for me what

it means is

there's something that i haven't

completely identified perhaps in my

conscious mind

that is bothering me and i haven't yet

taken any action on it i find

as soon as i identify it and make the

first phone call or send off the first

email message or whatever it is that

we're going to do to start to address

that situation

even if it's not solved the mere fact

that we're addressing it

dramatically reduces any stress that

might come from it so stress

comes from ignoring things that you

shouldn't be ignoring

i think in large part so stress doesn't

come people get

stressed wrong all the time in my

opinion

stress doesn't come from hard work for

example you know you can be working

incredibly hard and loving it

and likewise you can be out of work and

incredibly stressed

over that so and likewise if you kind of

use the you know use that as an analogy

for what i was just talking about

if you're out of work but you're going

through you know

a disciplined approach of you know a

series of job interviews and so on and

working to remedy that situation

you're going to be a lot less stressed

than if you're just worrying about it

and doing nothing

it's easy to have ideas it's very hard

to turn an idea into a successful

product

there are a lot of steps in between it

takes persistence

relentlessness so i always tell people

who

are you know who think they want to be

entrepreneurs it's

you need a combination of

stubborn relentlessness and

flexibility and you have to know when to

be which

and basically you need to be stubborn on

your vision

because otherwise it'll be too easy to

give up but

you need to be very flexible on the

details

because as you go along pursuing your

vision you'll find that some of your

preconceptions were wrong

and you're going to need to be able to

change those things

so i think taking an idea successfully

all the way

to the market and turning it into a real

product that people care about

that really improves people's lives is a

lot of hard work

i don't really remember the exact day or

anything but when i was in college is

when i started thinking about

wanting to be an entrepreneur someday so

it was

i was not the kid with the lemonade

stand you know i didn't i wasn't one of

these

kids who was always trying to raise me i

always wanted to be a scientist when i

was little

but i'd also always loved computers i

like i was lucky because at my age this

is unusual to have

access to a mainframe computer from my

elementary school when i was in fourth

grade

and uh quickly learned that there was a

pre-programmed star trek game

on that computer and then i never did

anything except play star trek with the

computer so

i don't know how formative that was

certainly led it certainly helped my

star trek knowledge considerably

and and but i've always loved computers

somewhere in college i started watching

some of the people who were

like setting up you know college pizza

delivery services

and you know the kind of the core

entrepreneurs and thinking you know this

looks like a really fun thing to do

do something you're very passionate

about

and don't try to chase

what is kind of the hot passion of the

day

i think we actually saw this i think you

see it all over the place in many

different contexts but i think we saw it

uh in the internet world quite a bit

where you know at the sort of peak of

the

sort of internet uh you know mania and

say 1999

you found people who were uh

you know very passionate and they kind

of left that job

and decided i'm gonna you know do

something in the internet because it's

you know it was almost like the

you know the 1849 gold rush in a way i

mean you find that people

uh if you go back and study the history

of the 1849 gold rush you find that

you know at that time everybody who was

in was within the shouting distance of

california

was you know they might have been a

doctor but they quit being a doctor and

they started panning for gold

and that that almost never works

and even if it does work you know

according to some metric financial

success or whatever it might be

i suspect it leaves you ultimately

unsatisfied

so you really need to be very

clear with yourself and i think one of

the best ways to do that

is this notion of projecting yourself

forward to age 80

looking back on your life and trying to

make sure you've minimized the number of

regrets you have that works for

that works for career decisions it works

for family decisions

you know do you want i have a 14 month

old son

and it's very easy for me to if i think

about myself when i'm 80

i know i want to watch that little guy

grow up

and so it's i don't want to be 80 and

think shoot you know i miss that whole

thing and i don't have the kind of

relationship with my son that i wished i

had and so on and so on

so if you think about that so i guess

another thing that i would

recommend to people is that they always

take a long-term point of view

and i think this is something about

which there's a lot of

controversy you know there's a there's a

you know some

a lot of people and i'm just not one of

them believe that you should live for

the now

i think what you do is you think about

the the the great expanse of time ahead

of you and try to make sure that you're

planning for that in a way that's going

to leave you ultimately satisfied

so this is just my this is the way it

works for me and i mean this is

everybody needs to find that for

themself

so there are a lot of paths to

satisfaction and you need to find one

that works

works for you

the best defense to uh to speech that

you don't like

about yourself as a public figure is to

develop a thick skin

it it it's really the only effective

defense

because you can't stop it and you know

you are going to be misunderstood

if you're doing anything interesting in

the world you're going to have critics

the only way if you absolutely can't

tolerate critics then don't do anything

new

or interesting and then you can insulate

yourself then think how wonderful your

life will be

at the bezos yeah usually people when

you if you see something i don't know

you're kind of a public figure and

you've probably

things have probably been written about

you that you didn't think were nice

that's true

and um and and my my advice if you came

to me and said jeff this you know

somebody wrote this and it really hurt

my feelings

what should i do i would say go stand on

a street corner

and watch in a crowded urban area and

watch all the people walk by

and think about what they're thinking

about i bet you none of those people are

thinking about you

if you're staring that street corner and

really in your mind you can do this

thought experiment like

okay there's a woman who just walked by

what's she actually thinking about

probably

but maybe what she's going to cook for

dinner that night or

that um the argument that she had with

one of her employees

or whatever it is like it's not about us

[Music]

you

{{}}

[音乐]

我

在 amazon.com 上造成了数十亿美元的失败

确实是数十亿美元的

失败

有想法很容易 很难

将想法变成成功的产品

做一些你非常

热衷而

不是 试着去追逐什么是当下最

炙手可热的激情

[音乐]

我的工作作为亚马逊的领导者，我的工作之一

是鼓励人们勇敢

，人们喜欢专注于

尚未奏效的事情

，这很好 这是人类的天性，

那种神圣的不满可能会

很有帮助，

但你真的知道让人们大胆下注是非常

困难的

，你需要

鼓励这一点，如果你

要大胆下注，

他们将成为实验 如果

他们是实验，你不会

提前知道他们是否会工作

实验从本质

上讲很容易失败，但大成功一些

大成功

弥补了几十个没用的

东西，

所以 你知道大胆的赌注 ws kindle

amazon prime 我们的第三方卖家

业务

所有这些都是大胆

下注的例子，

它们确实奏效了，他们为大量

实验

付出了代价

你知道你可能记得

pets.com 或 cosmo 或者

你知道给自己一个没有麻醉的根管

很容易

这些事情都不是有趣的，但

它们也

无关紧要真正重要的是

公司不

继续

不接受

失败的实验公司，他们最终会陷入

绝望的境地

，他们唯一

能做的就是在公司存在的最后时刻打赌，

而你所知道的公司

甚至一直在打赌 你知道大

赌但不赌公司

我不相信

公司赌那是你

绝望的时候那是你能做的最后一件事

我认为压力你可以成为

其中一员 关于压力需要注意的非常重要的事情

是，压力主要来自于没有

对你可以控制的事情采取行动，

所以如果我发现

某些特定的事情导致我

有压力

，那对我来说就是 aaaa 警告标志

这意味着什么

有些事情我还没有

完全确定，也许在我的

意识

中困扰着我，我还没有

对它采取任何行动

，一旦我发现它并

拨打第一个电话或发送第一

封电子邮件，我就会发现 或者无论

我们将采取什么措施来开始解决

这种情况，

即使它没有解决

，我们正在解决它这一事实

大大减少了

可能来自它的任何压力，所以压力

来自于忽视你不

应该做的事情 不要忽视

我认为在很大程度上，所以压力不会

出现在我看来人们总是感到压力错了，

压力不是来自努力工作，

例如你知道你可以工作得

令人难以置信 热爱并热爱它

，同样，您可能会失业并且

对此

感到难以置信

的压力 重新

经历你知道你

有纪律的方法你知道

一系列的工作面试等等，并

努力纠正这种情况

你会

比你只是担心它

并且什么都不

做很容易的压力要小得多 有想法

很难将想法变成成功的

产品

中间有很多步骤

需要

坚持不懈所以我总是告诉

人们你认识谁认为他们想成为

企业家

你需要结合

顽固的坚持和坚持不懈

灵活性，你必须知道什么时候

成为哪个

，基本上你需要对你的愿景很固执，

否则很容易

放弃，但

你需要在细节上非常灵活，

因为随着你的前进 追求你的

愿景，你会发现你的一些

先入之见是错误的

，你需要能够

改变这些事情，

所以我认为将一个想法

成功地

推向市场，并将其变成人们可以接受的真正

产品

关心真正改善人们的生活是一项

艰巨的工作

我真的不记得确切的日子或

任何事情，但是当我上大学的

时候，我开始考虑

有一天要成为一名企业家，所以

我不是那个孩子 在柠檬水

摊上你知道我不知道我不是

那些总是试图抚养我的孩子

我小时候一直想成为一名科学家

但我也一直喜欢电脑我

喜欢我很幸运因为 在我这个年纪，在

我四年级的时候能从小学访问一台大型计算机是不寻常的

，呃很快就知道那台计算机上有一个

预编程的星际迷航游戏

，然后我

除了玩星际迷航之外什么都没做 w 有了

电脑，所以

我不知道这肯定是如何形成的

比萨

送货服务

，你知道核心企业家的类型，

并且认为你知道这

看起来是一件非常有趣的事情，

做一些你非常热衷的

事情

，不要试图追逐

什么是当天最热的激情

我认为我们实际上看到了

这一点

说 1999 年

你发现那些

你认识的人非常热情，

他们离开了那份工作，

并决定我要你知道

在互联网上做点什么，因为

你知道这几乎就像

你知道 1849 年的金币 sh 在某种程度上，我的

意思是你会发现人们，

呃，如果你回过头来研究

1849 年淘金热的历史，你会发现

你知道当时在场的每个人都

在加利福尼亚的喧嚣距离之内，

你知道他们可能已经 一名

医生，但他们放弃了成为一名医生，

他们开始淘金

，这几乎永远不会

奏效，即使它确实有效，

根据某些指标财务

成功或任何可能的情况，

我怀疑它最终会让你

不满意，

所以你真的需要 对自己非常

清楚，

我认为最好的方法之一就是将

自己投射

到 80 岁，

回顾你的生活，并努力

确保你已经将你拥有的遗憾的数量降到最低

。

这适用于职业决策 它适用

于家庭决策

你知道你想要我有一个 14 个月

大的儿子

，如果我在 80 岁时考虑自己，这对我来说很容易

我知道我想看那个小家伙

长大了

，所以我不想成为 80 并且

认为射击你知道我想念这

整件事而且我

与我的儿子没有我希望我

拥有的那种关系等等

等等如果你 考虑一下，所以我想

我会

向人们推荐的另一件事是他们总是

从长远的角度来看

，我认为这是

有很多争议的事情，

你知道有一个

你知道

很多 很多人，我只是

不相信你应该活

在

当下 在某种程度上，这

会让你最终感到满意，

所以这只是我的，

这对我来说是这样的

对你有效

的最好的防御你不说话的言论

喜欢把自己当公众人物就是要

厚脸皮

，这真的是唯一有效的

防御措施，

因为你无法阻止它，而且你知道

如果你在这个世界上做任何有趣的事情，你会被误解

如果你绝对

不能容忍批评者，那么只有批评者才能做到，然后不要做任何

新的

或有趣的事情，然后你可以隔离

自己，然后想想你

在贝佐斯的生活会多么美好

我不知道

你是个公众人物，

你

可能已经写了

一些你认为不好

的事情，这是真的

，嗯，如果你来找我说杰夫，我的建议是

你知道

有人写了这个，这真的伤害了

我的感情

我该

怎么办 你都不是那些p

如果你盯着那个街角，人们会在想你，而且

你真的可以在你的脑海中做这个

思想实验，就像

好吧，有一个女人刚刚

走过她实际上在想的

东西，但也许她

那天晚上要煮什么晚餐 或者

那个嗯，她和她的一名员工发生的争执，

或者其他什么都不是关于我们的

[音乐]

你