策略书一：本和杰里公司与亚马逊的对比

Building a company? You’ve got one very important decision to make, because it affects everything else you do. No matter what else you do, you absolutely must figure out which camp you’re in, and gear everything you do accordingly, or you’re going to have a disaster on your hands.

建立一个公司？你有一个非常重要的决定要做，因为它影响到你的其他一切。无论你做什么，你绝对必须弄清楚你在哪个阵营，并相应地调整你所做的一切，否则你将会有一场灾难在手。

The decision? Whether to grow slowly, organically, and profitably, or whether to have a big bang with very fast growth and lots of capital.

决定是什么？是慢慢地、有机地、有利地增长，还是用非常快的增长和大量的资本来进行大爆炸。

The organic model is to start small, with limited goals, and slowly build a business over a long period of time. I’m going to call this the Ben and Jerry’s model, because Ben and Jerry’s fits this model pretty well.

有机模式是从小做起，目标有限，在很长一段时间内慢慢建立一个企业。我把这称为本和杰里的模式，因为本和杰里非常符合这种模式。

The other model, popularly called “Get Big Fast” (a.k.a. “Land Grab”), requires you to raise a lot of capital, and work as quickly as possible to get big fast without concern for profitability. I’m going to call this the Amazon model, because Jeff Bezos, the founder of Amazon, has practically become the celebrity spokesmodel for Get Big Fast.

另一种模式，俗称 "快速做大"（又称 "抢地盘"），要求你筹集大量资本，并尽可能快地工作，快速做大，而不关心盈利能力。我把这称为亚马逊模式，因为亚马逊的创始人杰夫-贝索斯实际上已经成为 "快速做大 "的名人代言人。

Let’s look at some of the differences between these models. The first thing to ask is: are you going into a business that has competition, or not?

让我们来看看这些模式之间的一些区别。首先要问的是：你是要进入一个有竞争的行业，还是没有竞争？

Ben and Jerry’s	Amazon
Lots of established competitors	New technology, no competition at first

Ben and Jerry's	亚马逊
很多成熟的竞争对手	新技术，起初没有竞争

If you don’t have any real competition, like Amazon, there is a chance that you can succeed at a “land grab”, that is, get as many customers as quickly as possible, so that later competitors will have a serious barrier to entry. But if you’re going into an industry where there is already a well-established set of competitors, the land-grab idea doesn’t make sense. You need to create your customer base by getting customers to switch over from ...