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Stanford Entrepreneurship corner, Guy Kawasaki: Creating Enchantment No.2 Aspects of Building Trust

Guy Kawasaki: Creating Enchantment No.2 Aspects of Building Trust

Trustworthiness occurs when you first of all trust others. This is not a chicken-or-egg problem. The sequence of events is that you trust people and they will trust you. The onus is upon you to trust first. Three great examples. Amazon.com trusts you. You can buy a Kindle book and return it five days later. Most of you could read the book in five days. They're trusting you. Zappos, if Tony Hsieh had told me, "Guy, you know, our business model is we're going to enable women to buy shoes without trying it on online," I would have told him, "He is crazy." But he has pulled it off. And the reason he has pulled it off is that people, women, trust him. They trust Zappos primarily because they will pay shipping expenses both ways, no questions asked. That's the trustworthy quality of Zappos. And the old school analog brick-and-mortar example of trustworthiness is Nordstrom. All examples where the organization trusted people and then people trusted them. That's the order. The second thing is there are two kinds of people in the world. The world can roughly be divided into two kinds of people. Stanford grads and non-Stanford grads. People who didn't go to SU and people who did. So, there are bakers and eaters. When an eater sees a pie, an eater is thinking, "Zero-sum game. I need to get as much of the pie as possible. My gain of the pie is your loss of the pie. I need to get as much of the pie as possible." A baker, by contrast, sees the world as an opportunity to make more pies and bigger pies. Trustworthy people are bakers, not eaters. They see the world as a non-zero-sum game. The third quality of trustworthiness is you need to default to yes. Defaulting to yes means that when you meet people, you are always thinking, "How can I help that person?" which is very different than when you meet people, you're always thinking, "How can that person help me?" Default to yes. If you want to be a great networker and a great schmoozer, always be thinking when you're meeting people, "How can I help the person?" Now, you may wonder, "This could get me into a lot of trouble, cause me a lot of aggravation, because if I'm always defaulting to yes, people would be unreasonable." It has been my experience of about 30 years that it very seldom happens. Most people are completely reasonable about what they ask. And for the rare occurrence where they are not reasonable, that's probably someone you should not bother trying to enchant.


Guy Kawasaki: Creating Enchantment No.2 Aspects of Building Trust Guy Kawasaki: Creating Enchantment No.2 Aspects of Building Trust Guy Kawasaki : Créer l'enchantement n°2 Aspects de la construction de la confiance ガイ・カワサキ:魅力の創造 No.2 信頼を築くための側面 가이 가와사키: 인챈트 만들기 2번 신뢰 구축의 측면 Guy Kawasaki: Criando Encantamento No.2 Aspectos da Construção de Confiança Гай Кавасаки: Создание очарования № 2 Аспекты построения доверия Guy Kawasaki: Büyüleyici Olmak No.2 Güven Oluşturmanın Unsurları 盖·川崎:创造魅力是建立信任的第二个方面

Trustworthiness occurs when you first of all trust others. 當您先信任他人時,就會產生信任。 This is not a chicken-or-egg problem. The sequence of events is that you trust people and they will trust you. The onus is upon you to trust first. Es liegt an Ihnen, zuerst zu vertrauen. 你有責任先信任。 Three great examples. Amazon.com trusts you. You can buy a Kindle book and return it five days later. Most of you could read the book in five days. They're trusting you. Zappos, if Tony Hsieh had told me, "Guy, you know, our business model is we're going to enable women to buy shoes without trying it on online," I would have told him, "He is crazy." Zappos, если бы Тони Шей сказал мне: «Парень, наша бизнес-модель заключается в том, что мы позволим женщинам покупать обувь, не примеряя ее в Интернете», я бы сказал ему: «Он сумасшедший». Zappos,如果 Tony Hsieh 告訴我,“夥計,你知道,我們的商業模式是讓女性無需在網上試穿就可以購買鞋子,”我會告訴他,“他瘋了。” But he has pulled it off. Dar a reușit. Но он справился. 但他已經成功了。 And the reason he has pulled it off is that people, women, trust him. 他成功的原因是人們、女性信任他。 They trust Zappos primarily because they will pay shipping expenses both ways, no questions asked. Они доверяют Zappos в первую очередь потому, что они оплачивают транспортные расходы в обе стороны, не задавая вопросов. 他们信任 Zappos 主要是因为他们会双向支付运费,不问任何问题。 That's the trustworthy quality of Zappos. 這就是Zappos值得信賴的品質。 And the old school analog brick-and-mortar example of trustworthiness is Nordstrom. All examples where the organization trusted people and then people trusted them. That's the order. Таков порядок. 就是這樣的順序。 The second thing is there are two kinds of people in the world. The world can roughly be divided into two kinds of people. Stanford grads and non-Stanford grads. Выпускники Стэнфорда и не выпускники Стэнфорда. People who didn't go to SU and people who did. So, there are bakers and eaters. When an eater sees a pie, an eater is thinking, "Zero-sum game. Когда едок видит пирог, он думает: «Игра с нулевой суммой. 當吃者看到派時,他會想:「零和遊戲。 I need to get as much of the pie as possible. My gain of the pie is your loss of the pie. Mein Anteil am Kuchen ist Ihr Anteil am Kuchen. 我得到的蛋糕就是你失去的蛋糕。 I need to get as much of the pie as possible." A baker, by contrast, sees the world as an opportunity to make more pies and bigger pies. Trustworthy people are bakers, not eaters. Заслуживающие доверия люди — пекари, а не едоки. They see the world as a non-zero-sum game. Они видят мир как игру с ненулевой суммой. The third quality of trustworthiness is you need to default to yes. Третье качество надежности — вам нужно по умолчанию сказать «да». Defaulting to yes means that when you meet people, you are always thinking, "How can I help that person?" which is very different than when you meet people, you're always thinking, "How can that person help me?" Das ist etwas ganz anderes, als wenn man Leute trifft, bei denen man immer denkt: "Wie kann mir diese Person helfen?" Default to yes. По умолчанию да. 預設為是。 If you want to be a great networker and a great schmoozer, always be thinking when you're meeting people, "How can I help the person?" Now, you may wonder, "This could get me into a lot of trouble, cause me a lot of aggravation, because if I'm always defaulting to yes, people would be unreasonable." Jetzt werden Sie sich vielleicht fragen: "Das könnte mir eine Menge Ärger einbringen, weil die Leute unvernünftig sind, wenn ich immer mit Ja antworte." Теперь вы можете задаться вопросом: «Это может навлечь на меня массу неприятностей, вызвать у меня сильное раздражение, потому что, если я всегда отказываюсь от ответа «да», люди будут неблагоразумны». It has been my experience of about 30 years that it very seldom happens. 根據我大約30年的經驗,這種情況很少發生。 Most people are completely reasonable about what they ask. Большинство людей совершенно разумно относятся к тому, что они спрашивают. And for the rare occurrence where they are not reasonable, that's probably someone you should not bother trying to enchant. And for the rare occurrence where they are not reasonable, that's probably someone you should not bother trying to enchant. Și pentru rarele cazuri în care nu sunt rezonabile, probabil că este o persoană pe care nu ar trebui să te deranjezi să încerci să o vrăjești. 在極少數情況下,他們不合理,你可能不應該費心去迷惑那個人。