Earnable  可赚取的

TRANSCRIPT 抄本

A little while ago, I had a magical experience that I never would have imagined. My wife decided she wanted to take an Indian food cooking class from my mom. So she went back to my hometown, in the house that I grew up in, and she learned how to cook my favorite foods: tandoori chicken, gheymeh, parathas - from my mom.
不久前，我经历了一次我从未想象过的神奇经历。我的妻子决定要从我妈妈那里上印度菜烹饪课。于是她回到了我的家乡，在我长大的房子里，她从我妈妈那里学会了如何烹饪我最喜欢的食物：唐杜里鸡、gheymeh、parathas。

Now as you can imagine, my mom was in heaven. She got to teach her favorite recipes to her new daughter-in-law. And as my wife and my mom or cooking together, they were sending me these photos and videos of this beautiful food, the food that I grew up with. And this, to me, is just one of my favorite memories of growing up as a kid. My mom would cook dinner for us every night.
现在你可以想象，我妈妈在天堂。她必须把她最喜欢的食谱教给她的新儿媳妇。当我的妻子和妈妈一起做饭时，他们给我发了这些照片和视频，这些照片和视频是这些美丽的食物，是我从小就吃的食物。对我来说，这只是我小时候成长过程中最喜欢的回忆之一。我妈妈每天晚上都会为我们做晚饭。

So I was posting some of these on Instagram, these beautiful colors just steaming, boiling Indian foods, just so beautiful. And I started getting tons of DMs. People were like, "oh my god, how do I get in that cooking class? When can I come and have dinner with your family? Please tell your mom to teach you cooking class." And I thought it was funny, but I also thought it was very interesting. I was like, "are they serious? Would they really want to take a cooking class?"
所以我在Instagram上发布了一些，这些美丽的颜色只是热气腾腾的印度食物，太美了。我开始收到大量的DM。人们说，“天哪，我怎么上那个烹饪课？我什么时候可以来和你的家人一起吃晚饭？请告诉妈教你烹饪课。我觉得这很有趣，但我也觉得这很有趣。我当时想，“他们是认真的吗？他们真的想上烹饪课吗？

So just for fun, I posted something that said, "who wants to take a cooking class from my mom?" Now remember, I hadn't even told my mom anything about this, but I just posted it. And within 10 minutes I got 50 DMs saying, "me, me, I want to please, please tell her to do it." So if you imagine a hound dog sniffing around, this hound dog was like, "there might be something going on here." And so I decided to post this. I said, "if you guys want to take a cooking class from my mom, it'll be 100 bucks. Send me an email to this email address with this subject line and I'll decide if we're gonna do it in the morning."
所以只是为了好玩，我发布了一些东西，上面写着，“谁想从我妈妈那里上烹饪课？现在记住，我什至没有告诉我妈妈这件事，但我只是发布了它。不到 10 分钟，我就收到了 50 条私信说：“我，我，我想求求你，请告诉她去做。所以，如果你想象一只猎犬四处嗅探，这只猎犬就会说，“这里可能发生了什么事。所以我决定发布这个。我说，“如果你们想上我妈妈的烹饪课，那会是100美元。请向此电子邮件地址发送一封主题行的电子邮件，我会决定是否要在早上进行。

So I go to sleep, turn off my phone. I wake up in the morning, rollover, look in my email. First thing I see: 30 emails. Subject line: “yes, I'm in." There's just one problem: I hadn't told my mom yet. So I got to have one of my favorite conversations of my life where I called my mom and said, "mom, you know those butter chicken and the tandoori chicken and parathas and all that stuff you were making yesterday? I posted it on Instagram. 10,000+ people saw it. And now they want you to teach a cooking class." And my mom's just completely silent. And then I said, "by the way, they're going to pay 100 bucks to attend your cooking class." I could just imagine my mom's eyebrows this high. The funniest thing was her first response was, "well, I don't know all that IT stuff." I said, "Mom, don't worry about any of that. I'll take care of it. You just do what you do best."
所以我去睡觉，关掉我的手机。我早上醒来，翻身，查看我的电子邮件。我看到的第一件事：30 封电子邮件。主题行：“是的，我来了。只有一个问题：我还没有告诉我妈妈。所以我有一段我一生中最喜欢的对话，我打电话给我妈妈说，“妈妈，你知道那些黄油鸡、唐杜里鸡和帕拉塔斯以及你昨天做的所有东西吗？我把它贴在Instagram上。10,000+人看到了。现在他们想让你教一门烹饪课。而我妈妈只是完全沉默。然后我说，“顺便说一句，他们要付100美元来参加你的烹饪课。我只能想象我妈妈的眉毛这么高。最有趣的是，她的第一反应是，“好吧，我不了解所有那些IT方面的东西。我说：“妈妈，不要担心这些。我会处理的。你只需要做你最擅长的事情。

And guess what I got to do? I got to fly my mom to New York. I kept it really simple with this cooking class. I used my old webcam. We collected payments through Eventbrite. Cass designed the logo. And it was totally magical. We had people from all over the world watching, even cooking along as my mom did her favorite recipes. Nothing fancy, no fancy technology or segmentation, just somebody doing what they love and other people wanting to learn and paying for it.
猜猜我该怎么做？我得让我妈妈飞到纽约。我在这堂烹饪课上让它变得非常简单。我用了我的旧网络摄像头。我们通过 Eventbrite 收款。Cass 设计了徽标。这真是太神奇了。我们有来自世界各地的人在观看，甚至像我妈妈做她最喜欢的食谱一样做饭。没有花哨的东西，没有花哨的技术或细分，只有有人做他们喜欢的事情，其他人想要学习并为此付费。

Now, that is the beauty of starting your own business. Notice that fundamentally it's just about people. I didn't talk about all these crazy funnels and sales pages and conversion. I'll teach you all that stuff in this program, don't worry. I'll show you the math. I'll show you the conversion numbers. I'll even show you some of the funnels that generated millions of dollars. But fundamentally, starting a business is about taking something you love, taking something you're good at, finding people who want to learn it. And then they pay you and you over deliver. That's what my mom did. And that's exactly what you're going to learn how to do in this program.
现在，这就是创业的美妙之处。请注意，从根本上说，它只是关于人。我没有谈论所有这些疯狂的漏斗、销售页面和转化。我会在这个程序中教你所有这些东西，别担心。我会向你展示数学。我会向你展示转换数字。我什至会向你展示一些产生数百万美元的漏斗。但从根本上说，创业就是拿走你喜欢的东西，拿走你擅长的东西，找到想要学习它的人。然后他们付钱给你，你就超额交付了。我妈妈就是这么做的。这正是您将在此程序中学习如何做的事情。

Now, if my mom wanted to scale that business, I can have line of sight on a a year business. Just imagine the different ways she could do it. She could run cooking classes every month. She could expand the number of customers. She could raise her price. Hell, she could even become a private chef if she wanted and go to certain people's houses and cook. But I think what this means is even more important for you.
现在，如果我妈妈想扩大这项业务，我可以对 一年的业务有所了解。试想一下她可以用不同的方式做到这一点。她每个月都可以上烹饪课。她可以扩大客户数量。她可以提高价格。的，如果她愿意，她甚至可以成为一名私人厨师，去某些人的房子做饭。但我认为这对你来说意味着什么更为重要。

What if you discovered that other people were fascinated by you and the things you knew in your head? What if you realized that something you just naturally do, can make people want to pull out their credit cards and pay you? It's like you're just a few small decisions away from a totally new Rich Life. And just imagine what that looks like a few months from now or a few years from now.
如果你发现其他人对你和你脑海中知道的事情着迷怎么办？如果你意识到你自然而然做的事情会让人们想掏出他们的信用卡并付钱给你怎么办？这就像你离全新的丰富生活只有几个小决定。试想一下，几个月后或几年后会是什么样子。

When you start seeing all of these opportunities around you, like my mom who was so naturally good at cooking but didn't realize that she could turn it into a business. Suddenly, all of those dreams you have about your Rich Life might not sound so crazy anymore. Maybe you could pay off of student debt like one of my students, Laura Long, did. Or you might decide you want to quit your job and take this business and go full time like another one of my students, Talia Koren, did. Or maybe you just want to make an extra thousand dollars a month and spend it on the things you love. That's up to you.
当你开始看到你周围的所有这些机会时，就像我的妈妈一样，她天生擅长烹饪，但没有意识到她可以把它变成一门生意。突然间，你关于丰富生活的那些梦想可能听起来不再那么疯狂了。也许你可以像我的一个学生劳拉·朗（Laura Long）那样偿还 学生债务。或者你可能会决定辞掉你的工作，从事这项业务，像我的另一个学生塔莉亚·科伦（Talia Koren）一样全职工作。或者，也许你只是想每月多赚一千美元，然后把它花在你喜欢的事情上。这取决于你。

The key here is finding that one thing that people would be happy to pay you for. That's your profitable business idea. And that's exactly what we're gonna do in this playbook. Let's get started.
这里的关键是找到人们愿意付钱给你的一件事。这就是您有利可图的商业理念。而这正是我们在这本剧本中要做的事情。让我们开始吧。