這是貝佐斯最經(jīng)典的演講之一，騰訊副總裁“微信之父”張小龍曾直言，這篇演講對他影響很深崖蜜。
張小龍說：“早前看到這篇文章時，我就一直記憶深刻冗澈。有一次在一個產(chǎn)品討論里，同事提出了一個方法陋葡，很巧妙的方法，能引誘用戶點擊而提高點擊和下載數(shù)彻采。我當時就脫口而出腐缤，'還是不要這樣誤導用戶。對產(chǎn)品人來說肛响，善良比聰明更重要岭粤。'
雖然我們在產(chǎn)品中，會有意無意地利用人性的弱點特笋，去擊中用戶需求的要害剃浇，但是，不能把這種聰明過度化猎物，而是需要站在一種坦誠的角度和用戶對話虎囚，而不是給用戶下套。
就像選擇朋友蔫磨，大家可能都會認為善良更重要淘讥。同樣地，用戶選擇我們的產(chǎn)品堤如，也會如此蒲列。希望我們的產(chǎn)品能成為用戶的朋友窒朋，而不僅僅是彼此利用的工具』柔”
以下為貝佐斯演講全文侥猩。
在我還是個孩子的時候，夏天總是在德州祖父母的農(nóng)場中度過抵赢。我?guī)兔π蘩盹L車欺劳，為牛接種疫苗，也做其它家務瓣俯。每天下午杰标，我們都會看肥皂劇，尤其是《我們的歲月》彩匕。
As a kid, I spent my summers with my grandparents on their ranch in Texas. I helped fix windmills, vaccinate cattle, and do other chores. We also watched soap operas every afternoon, especially “Days of our Lives.”
我的祖父母參加了一個房車俱樂部腔剂，那是一群駕駛Airstream拖掛型房車的人們，他們結(jié)伴遍游美國和加拿大驼仪。每隔幾個夏天掸犬，我也會加入他們。我們把房車掛在祖父的小汽車后面绪爸，然后加入300余名Airstream探險者們組成的浩蕩隊伍湾碎。
My grandparents belonged to a Caravan Club, a group of Airstream trailer owners who travel together around the U.S. and Canada. And every few summers, we’d join the caravan. We’d hitch up the Airstream trailer to my grandfather’s car, and off we’d go, in a line with 300 other Airstream adventurers.
我愛我的祖父母，我崇敬他們奠货，也真心期盼這些旅程介褥。那是一次我大概十歲時的旅行，我照例坐在后座的長椅上递惋，祖父開著車柔滔，祖母坐在他旁邊，吸著煙萍虽。我討厭煙味睛廊。
I loved and worshipped my grandparents and I really looked forward to these trips. On one particular trip, I was about 10 years old. I was rolling around in the big bench seat in the back of the car. My grandfather was driving. And my grandmother had the passenger seat. She smoked throughout these trips, and I hated the smell.
在那樣的年紀，我會找任何借口做些估測或者小算術(shù)杉编。我會計算油耗還有雜貨花銷等雞毛蒜皮的小事超全。我聽過一個有關(guān)吸煙的廣告。我記不得細節(jié)了邓馒，但是廣告大意是說嘶朱，每吸一口香煙會減少幾分鐘的壽命，大概是兩分鐘光酣。
At that age, I’d take any excuse to make estimates and do minor arithmetic. I’d calculate our gas mileage -- figure out useless statistics on things like grocery spending. I’d been hearing an ad campaign about smoking. I can’t remember the details, but basically the ad said, every puff of a cigarette takes some number of minutes off of your life: I think it might have been two minutes per puff.
無論如何见咒，我決定為祖母做個算術(shù)。我估測了祖母每天要吸幾支香煙挂疆，每支香煙要吸幾口等等改览，然后心滿意足地得出了一個合理的數(shù)字下翎。接著，我捅了捅坐在前面的祖母的頭宝当，又拍了拍她的肩膀视事，然后驕傲地宣稱，“每天吸兩分鐘的煙庆揩，你就少活九年!”
At any rate, I decided to do the math for my grandmother. I estimated the number of cigarettes per days, estimated the number of puffs per cigarette and so on. When I was satisfied that I’d come up with a reasonable number, I poked my head into the front of the car, tapped my grandmother on the shoulder, and proudly proclaimed, “At two minutes per puff, you’ve taken nine years off your life!”
我清晰地記得接下來發(fā)生了什么俐东，而那是我意料之外的。我本期待著小聰明和算術(shù)技巧能贏得掌聲订晌，但那并沒有發(fā)生虏辫。相反，我的祖母哭泣起來锈拨。我的祖父之前一直在默默開車砌庄，把車停在了路邊，走下車來奕枢，打開了我的車門娄昆，等著我跟他下車。
I have a vivid memory of what happened, and it was not what I expected. I expected to be applauded for my cleverness and arithmetic skills. “Jeff, you’re so smart. You had to have made some tricky estimates, figure out the number of minutes in a year and do some division.” That’s not what happened. Instead, my grandmother burst into tears. I sat in the backseat and did not know what to do. While my grandmother sat crying, my grandfather, who had been driving in silence, pulled over onto the shoulder of the highway. He got out of the car and came around and opened my door and waited for me to follow.
我惹麻煩了嗎缝彬？我的祖父是一個智慧而安靜的人萌焰。他從來沒有對我說過嚴厲的話，難道這會是第一次谷浅？還是他會讓我回到車上跟祖母道歉扒俯？我以前從未遇到過這種狀況，因而也無從知曉會有什么后果發(fā)生一疯。我們在房車旁停下來陵珍。祖父注視著我，沉默片刻违施，然后輕輕地、平靜地說：“杰夫瑟幕，有一天你會明白磕蒲，善良比聰明更難≈豁铮”
Was I in trouble? My grandfather was a highly intelligent, quiet man. He had never said a harsh word to me, and maybe this was to be the first time? Or maybe he would ask that I get back in the car and apologize to my grandmother. I had no experience in this realm with my grandparents and no way to gauge what the consequences might be. We stopped beside the trailer. My grandfather looked at me, and after a bit of silence, he gently and calmly said, “Jeff, one day you’ll understand that it’s harder to be kind than clever.”
今天我想對你們說的是辣往，天賦和選擇不同。聰明是一種天賦殖卑，而善良是一種選擇站削。天賦得來很容易——畢竟它們與生俱來。而選擇則頗為不易孵稽。如果一不小心许起，你可能被天賦所誘惑十偶，這可能會損害到你做出的選擇。
What I want to talk to you about today is the difference between gifts and choices. Cleverness is a gift, kindness is a choice. Gifts are easy -- they’re given after all. Choices can be hard. You can seduce yourself with your gifts if you’re not careful, and if you do, it’ll probably be to the detriment of your choices.
在座各位都擁有許多天賦园细。我確信你們的天賦之一就是擁有精明能干的頭腦惦积。之所以如此確信，是因為入學競爭十分激烈猛频，如果你們不能表現(xiàn)出聰明智慧狮崩，便沒有資格進入這所學校。
This is a group with many gifts. I’m sure one of your gifts is the gift of a smart and capable brain. I’m confident that’s the case because admission is competitive and if there weren’t some signs that you’re clever, the dean of admission wouldn’t have let you in.
你們的聰明才智必定會派上用場鹿寻，因為你們將在一片充滿奇跡的土地上行進睦柴。我們?nèi)祟悾M管跬步前行毡熏，卻終將令自己大吃一驚坦敌。我們能夠想方設法制造清潔能源，也能夠一個原子一個原子地組裝微型機械招刹，使之穿過細胞壁恬试，然后修復細胞。
Your smarts will come in handy because you will travel in a land of marvels. We humans -- plodding as we are -- will astonish ourselves. We’ll invent ways to generate clean energy and a lot of it. Atom by atom, we’ll assemble tiny machines that will enter cell walls and make repairs.
這個月疯暑，有一個異常而不可避免的事情發(fā)生了——人類終于合成了生命训柴。在未來幾年，我們不僅會合成生命妇拯，還會按說明書驅(qū)動它們幻馁。我相信你們甚至會看到我們理解人類的大腦，儒勒·凡爾納越锈，馬克·吐溫仗嗦，伽利略，牛頓——所有那些充滿好奇之心的人都希望能夠活到現(xiàn)在甘凭。作為文明人稀拐，我們會擁有如此之多的天賦，就像是坐在我面前的你們丹弱，每一個生命個體都擁有許多獨特的天賦德撬。
This month comes the extraordinary but also inevitable news that we’ve synthesized life. In the coming years, we’ll not only synthesize it, but we’ll engineer it to specifications. I believe you’ll even see us understand the human brain. Jules Verne, Mark Twain, Galileo, Newton -- all the curious from the ages would have wanted to be alive most of all right now. As a civilization, we will have so many gifts, just as you as individuals have so many individual gifts as you sit before me.
你們要如何運用這些天賦呢？你們會為自己的天賦感到驕傲躲胳，還是會為自己的選擇感到驕傲?
How will you use these gifts? And will you take pride in your gifts or pride in your choices?
16年前蜓洪，我萌生了創(chuàng)辦亞馬遜的想法。彼時我面對的現(xiàn)實是互聯(lián)網(wǎng)使用量以每年2300%的速度增長坯苹，我從未看到或聽說過任何增長如此快速的東西隆檀。創(chuàng)建涵蓋幾百萬種書籍的網(wǎng)上書店的想法令我興奮異常，因為這個東西在物理世界里根本無法存在。
I got the idea to start Amazon 16 years ago. I came across the fact that Web usage was growing at 2,300 percent per year. I’d never seen or heard of anything that grew that fast, and the idea of building an online bookstore with millions of titles -- something that simply couldn’t exist in the physical world -- was very exciting to me.
那時我剛剛30歲恐仑，結(jié)婚才一年泉坐。我告訴妻子MacKenzie想辭去工作，然后去做這件瘋狂的事情菊霜，很可能會失敗坚冀，因為大部分創(chuàng)業(yè)公司都是如此，而且我不確定那之后會發(fā)生什么鉴逞。MacKenzie告訴我记某，我應該放手一搏。
I had just turned 30 years old, and I’d been married for a year. I told my wife MacKenzie that I wanted to quit my job and go do this crazy thing that probably wouldn’t work since most startups don’t, and I wasn’t sure what would happen after that. MacKenzie (also a Princeton grad and sitting here in the second row) told me I should go for it.
在我還是一個男孩兒的時候构捡，我是車庫發(fā)明家液南。我曾用水泥填充的輪胎、雨傘和錫箔以及報警器制作了一個自動關(guān)門器勾徽。我一直想做一個發(fā)明家滑凉，MacKenzie支持我追隨內(nèi)心的熱情。
As a young boy, I’d been a garage inventor. I’d invented an automatic gate closer out of cement-filled tires, a solar cooker that didn’t work very well out of an umbrella and tinfoil, baking-pan alarms to entrap my siblings. I’d always wanted to be an inventor, and she wanted me to follow my passion.
我當時在紐約一家金融公司工作喘帚，同事是一群非常聰明的人畅姊，我的老板也很有智慧，我很羨慕他吹由。我告訴我的老板我想開辦一家在網(wǎng)上賣書的公司若未。他帶我在中央公園漫步良久，認真地聽我講完倾鲫，最后說：“聽起來真是一個很好的主意粗合，但是對那些目前沒有謀到一份好工作的人來說，這個主意會更好乌昔∠毒危”
I was working at a financial firm in New York City with a bunch of very smart people, and I had a brilliant boss that I much admired. I went to my boss and told him I wanted to start a company selling books on the Internet. He took me on a long walk in Central Park, listened carefully to me, and finally said, “That sounds like a really good idea, but it would be an even better idea for someone who didn’t already have a good job.”
這一邏輯對我而言頗有道理，他說服我在最終作出決定之前再考慮48小時磕道。那樣想來供屉，這個決定確實很艱難，但是最終溺蕉，我決定拼一次伶丐。我認為自己不會為嘗試過后的失敗而遺憾，倒是有所決定但完全不付諸行動會一直煎熬著我焙贷。在深思熟慮之后，我選擇了那條不安全的道路贿堰，去追隨我內(nèi)心的熱情辙芍。我為那個決定感到驕傲。
That logic made some sense to me, and he convinced me to think about it for 48 hours before making a final decision. Seen in that light, it really was a difficult choice, but ultimately, I decided I had to give it a shot. I didn’t think I’d regret trying and failing. And I suspected I would always be haunted by a decision to not try at all. After much consideration, I took the less safe path to follow my passion, and I’m proud of that choice.
明天，非彻使瑁現(xiàn)實地說庶灿，你們從零塑造自己人生的時代即將開啟。
Tomorrow, in a very real sense, your life -- the life you author from scratch on your own -- begins.
你們會如何運用自己的天賦吃衅？你們又會作出怎樣的抉擇往踢？
How will you use your gifts? What choices will you make?
你們是被慣性所引導，還是追隨自己內(nèi)心的熱情徘层？
Will inertia be your guide, or will you follow your passions?
你們會墨守陳規(guī)峻呕，還是勇于創(chuàng)新？
Will you follow dogma, or will you be original?
你們會選擇安逸的生活趣效，還是選擇一個奉獻與冒險的人生瘦癌？
Will you choose a life of ease, or a life of service and adventure?
你們會掩飾錯誤，還是會坦誠道歉跷敬？
Will you bluff it out when you’re wrong, or will you apologize?
你們會因害怕拒絕而掩飾內(nèi)心讯私，還是會在面對愛情時勇往直前？
Will you guard your heart against rejection, or will you act when you fall in love?
你們想要波瀾不驚西傀，還是想要搏擊風浪斤寇？
Will you play it safe, or will you be a little bit swashbuckling?
你們會在嚴峻的現(xiàn)實之下選擇放棄，還是會義無反顧地前行拥褂？
When it’s tough, will you give up, or will you be relentless?
你們要做憤世嫉俗者娘锁，還是踏實的建設者？
Will you be a cynic, or will you be a builder?
你們會屈從于批評肿仑，還是會堅守信念致盟？
Will you wilt under criticism, or will you follow your convictions?
你們要不計一切代價地展示聰明，還是選擇善良尤慰？
Will you be clever at the expense of others, or will you be kind?
我要做一個預測：在你們80歲時某個追憶往昔的時刻馏锡，只有你一個人靜靜對內(nèi)心訴說著你的人生故事，其中最為充實伟端、最有意義的那段講述杯道，會被你們作出的一系列決定所填滿。最后责蝠，是選擇塑造了我們的人生党巾。為你自己塑造一個偉大的人生故事。謝謝霜医，祝你們好運齿拂！
I will hazard a prediction. When you are 80 years old, and in a quiet moment of reflection narrating for only yourself the most personal version of your life story, the telling that will be most compact and meaningful will be the series of choices you have made. In the end, we are our choices. Build yourself a great story. Thank you and good luck!
