# Kevin Systrom at Startup School SV 2014 > `[00:00:03]` Kevin thanks a lot for joining us today. 凱文非常感謝你今天加入我們。 > Absolutely. 絕對一點兒沒錯 > Thanks for having me. 謝謝你邀請我。 > It\'s nice big crowd. 這是一大群人。 > `[00:00:08]` Yes this is quite a few people. `[00:00:08]` 是的，這是相當多的人。 > Well we can just launch right in. 我們可以直接進去。 > I guess you know the crazy thing about this audience right here is that there might be the next kind of really successful hotheads sitting there might be you might be the one person sitting next to you right now. 我想你知道這里的觀眾的瘋狂之處在于，也許會有下一個真正成功的瘋子坐在那里，也許你就是現在坐在你旁邊的那個人。 > I guess a lot that I love to hear initially is like how did you even come to startups. 我想我一開始很喜歡聽的就是你是怎么來到創業公司的。 > At what point did you realize this was something that you could do that you wanted to do. 在什么時候，你意識到這是你可以做的，你想做的事情。 > `[00:00:40]` Well the first thing I\'ll say is I challenge that there might be a founder here in the audience that\'s going to do something big. `[00:00:40]` 我要說的第一件事是，我要挑戰的是，觀眾中可能有一位創始人會做一些大事。 > It\'s like the birthday paradox right. 就像生日悖論一樣。 > There\'s absolutely the chance that someone in this room here today will be the CEO CTO founder of like one of the world\'s most changing companies in the next 10 years. 今天在座的人絕對有可能成為未來 10 年世界上變化最大的公司之一的首席執行官、首席技術官(CTO)的創始人。 > We live in a really special place where people get to work on ideas where failure is tolerated. 我們生活在一個非常特別的地方，人們可以在那里工作，在那里，失敗是可以容忍的。 > I mean if you travel overseas to other places there\'s a reason why Silicon Valley is so different. 我的意思是，如果你到其他地方去旅行，那就是硅谷如此與眾不同的原因之一。 > And that\'s because failure is tolerated. 那是因為失敗是可以容忍的。 > You asked me a question which is why did I end up getting up into the startup world. 你問我一個問題，那就是為什么我最終會進入創業世界。 > I grew up in outside of Boston Massachusetts in a small town. 我在馬薩諸塞州波士頓郊外的一個小鎮上長大。 > Very few people have heard of called Holliston. 很少有人聽說過霍利斯頓。 > And it was there that I realized that I loved doing lots of different stuff it\'s not that I loved technology. 就在那里，我意識到我喜歡做很多不同的事情-不是我喜歡科技。 > It was that I loved doing lots of different stuff so I went to boarding school. 因為我喜歡做很多不同的事情，所以我去了寄宿學校。 > And I was the guy hanging a an antenna outside of my dorm room window to do a pirate radio station right. 我就是那個把天線掛在宿舍窗戶外面做海盜電臺的家伙。 > Like I was designing flyers for dances. 就像我在設計舞蹈傳單。 > I was deejaying like I just love doing a lot of different things. 我喜歡做很多不同的事情。 > And when I read required reading in school our junior year was this book called The New New Thing that Netscape Salga right. 當我在學校讀到必讀時，我們大三的時候，這本書叫做“網景·薩爾加權利的新事物”。 > I read that and I said to myself like this feels like an area of the world I can come to and be myself and do lots of different things and see what sticks. 我讀了這篇文章，我對自己說，這感覺就像世界上的一個區域，我可以來到這里，做自己，做很多不同的事情，看看什么東西管用。 > So I was drawn. 所以我被吸引了。 > I did a trip to Stanford just to see the school because I was interviewing at a bunch of East Coast schools. 我去斯坦福大學只是為了看看學校，因為我在東海岸的一些學校面試。 > I came to Stanford. 我來到斯坦福。 > I was like there are palm trees. 我就像有棕櫚樹一樣。 > It\'s beautiful. 它很美。 > And everyone loves working hard on really cool stuff. 每個人都喜歡在很酷的東西上努力工作。 > And I remember it was one of those first beautiful days back in Massachusetts. 我記得那是馬薩諸塞州第一個美好的日子。 > Like you know you go through the entire winter and it\'s gray. 就像你知道你整個冬天都是灰色的。 > For those of you from Massachusetts you know what I\'m talking about. 對你們馬薩諸塞州的人來說，你們知道我在說什么。 > And you get to the first beautiful day and I was talking a specific school I won\'t name my name. 到了第一個美好的日子，我說的是一所特殊的學校，我不愿說我的名字。 > And there was like not a single person outside. 外面沒有一個人。 > I just said to myself like I want to be in a place where people want to enjoy life but work hard too. 我只是對自己說，我想呆在一個人們想要享受生活，但也要努力工作的地方。 > So Stanford was just like a natural. 所以斯坦福大學就像個天生的人。 > That\'s what drew me to being out here and being kind of a little schizophrenic and how I treat different ideas and go from thing to thing. 這就是吸引我來到這里的原因，我有點精神分裂癥，我如何對待不同的想法，從一件事到另一件事。 > `[00:02:57]` But that\'s kind of the ethos of an entrepreneur hired at Stanford you kind of started your first thing I was a class classified my side. `[00:02:57]` 但這是斯坦福大學雇傭的企業家的一種精神，你開始做你的第一件事，我是一個屬于我這邊的班級。 > Is that right. 對不對。 > `[00:03:06]` Yeah. `[00:03:06]` 是的。 > As many people know and I\'m not sure how this has changed to date. 正如許多人所知道的，我不知道到目前為止，這種情況是如何改變的。 > At Stanford and other schools but like no one has money. 在斯坦福和其他學校，但就像沒有人有錢一樣。 > And all you want to do is get a fridge for your room. 你想做的就是給你的房間買個冰箱。 > `[00:03:19]` Right. `[00:03:19]` 對。 > And I\'m pretty certain that every single year someone starts the startup and I caught this trap too which is just like how do you allow students to trade goods at the beginning and end of the year and there\'s this interesting mismatch between like the end of the year. 我非常肯定，每一年都有人開始創業，而我也陷入了這個陷阱，就像你如何允許學生在年初和年底進行商品交易，而在年底這兩者之間存在著有趣的不匹配。 > People want to get rid of the stuff in the beginning of the year everyone wants to buy stuff. 人們想要在年初扔掉這些東西，每個人都想買東西。 > So I sat down and I decided to teach myself Ruby on Rails and I was like this is going to be a really awesome skill so I learned that learned about databases and learned enough to be dangerous. 于是我坐下來，決定自學 RubyonRails，我覺得這將是一項非常棒的技能，所以我學到了關于數據庫的知識，并且學到了足夠危險的東西。 > And this is like one of the lessons in entrepreneurship is that like you don\'t have to be the best but you have to be dangerous right. 這就像是創業的一個教訓，就像你不需要成為最好的人，但你必須是危險的，對的。 > You have to learn just enough to be dangerous. 你必須學到足夠多的東西才能變得危險。 > `[00:03:59]` To build an idea concept it and show it to the world and then it turns out there are lots of other people including all 170 employees that work at Instagram who are much better at doing all that stuff than I am. `[00:03:59]` 為了建立一個觀念，把它展示給世界，結果發現還有很多人，包括所有在 Instagram 工作的 170 名員工，他們比我更擅長做這些事情。 > `[00:04:10]` But you\'d need to find people who can you know be drawn to the idea that you build and and then they end up taking it and and make any of it better. `[00:04:10]` 但是你需要找到那些你知道的人，他們會被你的想法所吸引，然后他們就會把它拿走，讓它變得更好。 > `[00:04:18]` So I worked on a classified ad startup at Stanford called the trellised. `[00:04:18]` 所以我在斯坦福大學做了一家分類廣告初創公司，名叫 Trellised。 > It was supposed to be like Craigslist but the tree is the same. 它應該像 Craigslist，但樹是一樣的。 > `[00:04:27]` It was a really terrible name. `[00:04:27]` 這是個非常糟糕的名字。 > I\'m not a morning out of the way. 我可不是一個早晨。 > Thank you everyone for laughing. 謝謝大家的笑。 > Laughter. 笑聲。 > `[00:04:33]` So what\'s interesting though is I started it not at Stanford but actually while I was studying abroad in Florence. `[00:04:33]` 有趣的是，我不是在斯坦福大學開始的，而是在佛羅倫薩留學的時候開始的。 > So I love art history I love photography obviously so I\'d studied in Florence for three months and I remember we didn\'t have much to do after class because it was the winter it was cold. 所以我喜歡藝術史，我顯然喜歡攝影，所以我在佛羅倫薩學習了三個月，我記得下課后我們沒什么事可做，因為那時是冬天，天氣很冷。 > I think the program had 12 students in it. 我想這個項目有 12 個學生。 > So you\'d go home to your host family and you\'d eat an awesome Italian dinner and then you\'d sit there without TV and you just say OK what do I want to do. 所以你回家去找你的主人家，吃一頓很棒的意大利晚餐，然后你坐在那里不看電視，你就說，好吧，我想做什么。 > `[00:05:05]` So Wi-Fi really wasn\'t a thing in their building and I would have my laptop and I would literally just build this site at the time on my little. `[00:05:05]` 所以 Wi-Fi 真的不是他們大樓里的東西，我會有我的筆記本電腦，我會在那個時候把這個網站建在我的小電腦上。 > `[00:05:14]` It was an eyeball look and what I would do is actually to ship code. `[00:05:14]` 這是一種眼珠子的表情，我要做的實際上是發送代碼。 > I would go outside of the apartment building down the street. 我會到街對面的公寓樓外面去。 > And like I remember specifically one day it was snowing it doesn\'t snow in Florence very often. 就像我特別記得的那樣，有一天正在下雪，佛羅倫薩不常下雪。 > That\'s why I remember it it was snowing and I would go next to the public library line with my laptop until I got enough signal and I would like SYNC FPP to make the files go to the server and then I would send off all my emails promoting it to people back at Stanford. 這就是為什么我記得當時下著雪，我會帶著筆記本電腦去公共圖書館，直到我收到足夠多的信號，我想讓 FPP 同步文件到服務器，然后我會把我所有的電子郵件發送給斯坦福大學的人。 > So I was literally just trying to launch this thing from afar. 所以我真的只是想從遠處發射這個東西。 > `[00:05:45]` There\'s so much you can learn from even launching the thing that you know a lot of people attempt but the actual action of getting it out there like that was probably the first first step to a lot of the other things that you did later. `[00:05:45]` 你可以從你知道的事情中學到很多東西，很多人都嘗試過，但是像這樣把它拿出來的實際行動可能是你后來做的許多其他事情的第一步。 > `[00:05:59]` Yeah I think what probably helped to you is like the idea that I wasn\'t on the ground listening to whether or not people liked it gave me enough like ammunition and confidence to like keep working on it. `[00:05:59]` 是的，我想可能對你有幫助的是，我沒有在地面上聽別人是否喜歡它，這給了我足夠的彈藥和信心，讓我喜歡繼續努力。 > And then all I had it was like are people using this or not. 然后我所擁有的就是人們使用或不使用這個。 > Not like what do they think about it and are they judging the idea but like are they using it. 不像他們是怎么想的，他們是如何判斷這個想法的，而是他們是否在使用它。 > And that\'s really important because what people tell you and how people act are very very different sometimes. 這是非常重要的，因為人們告訴你的事情和人們的行為有時是非常不同的。 > So the lesson I learned was not very many people were using it. 所以我學到的教訓是，沒有多少人使用它。 > So we ended up like I ended up forming the idea more and to a like less of a overall Craigslist and more of it just a goods transfer. 所以我們最終就像我最終形成了更多的想法，更像是一個整體的 Craigslist，更多的只是一個貨物轉移。 > `[00:06:38]` But again the other lesson here is sometimes it\'s not about the idea that you\'re working on but instead the skills that you\'re learning while you work on it and that really helped me not only learn to program but also like learned to market a consumer site to people. `[00:06:38]` 但是，這里的另一個教訓是，有時不是你正在工作的想法，而是你在努力學習的技能，這不僅幫助我學會編程，而且還幫助我學會向人們推銷一個消費網站。 > And I mean colleges are probably the best form of marketing because everyone\'s interconnected and they talk all the time. 我的意思是，大學可能是最好的營銷形式，因為每個人都是相互關聯的，他們總是在談論。 > `[00:07:01]` An incredible amount of groundwork for Instagram started far earlier and your experiences with previous start ups and learning to code. `[00:07:01]` Instagram 的基礎工作起步早得令人難以置信，你以前的創業經歷和學習編碼的經歷也早得令人難以置信。 > I totally agree. 我完全同意。 > Just being able to talk to your other founders be able to build something for other people. 只要能和你的其他創始人交談，就能為其他人創造一些東西。 > It all starts early. 一切都開始得很早。 > So from there I guess a lot of the people in this room are in college or are about to graduate. 因此，我想這個房間里的很多人都在上大學，或者即將畢業。 > Trying to figure out what their next move is. 想弄清楚他們下一步的行動是什么。 > And so you know talk us through what your mind where your mind was that when you were graduating what you were thinking kind of you know the first experiences right before during college and after college. 所以你知道，告訴我們你的想法是什么，你的思想是什么，當你畢業的時候，你的想法，你知道第一次經歷，就在大學之前和大學畢業后。 > `[00:07:38]` Yeah I think everyone\'s experience is different. `[00:07:38]` 是的，我認為每個人的經歷都不一樣。 > First every. 首先是每一個。 > Everyone in this room has to take the idea that there is a perfect next move and throw it out the window. 這個房間里的每個人都必須接受下一個完美動作的想法，然后把它扔出窗外。 > There aren\'t many windows in this room but throw it out the window. 這個房間沒有多少窗戶，但把它扔到窗外去。 > Okay. 好的。 > There\'s no perfect next move. 沒有完美的下一步行動。 > I had the privilege of going to a Marine base once and talking to Marines about how they plan their next move. 我有幸去過海軍陸戰隊基地一次，并與海軍陸戰隊討論了他們下一步的計劃。 > And there\'s this phrase called bias towards action that I really was taken to. 有一句話叫做“對行動的偏見”，這是我真正被接受的。 > So the idea that you can spend all of your time thinking about what the perfect next move is trying to plan. 所以，你可以把所有的時間都花在想下一步該做什么的想法上。 > Am I going to work at Google. 我要去谷歌工作嗎。 > Am I going to work at Microsoft. 我要去微軟工作嗎？ > Like which one. 比如哪一個。 > Like am I going to work at McKinsey or Bain like trying to figure out all like the next perfect move and spending a tremendous amount of time trying to figure that out. 就像我要在麥肯錫或者貝恩工作，就像我想找出下一個完美的行動，花大量的時間來解決這個問題。 > The Marines say you can spend all the time you want but by the time you\'ve figured it out you\'re dead. 海軍陸戰隊說你可以隨心所欲地花時間，但當你想明白的時候，你就死定了。 > Okay. 好的。 > So like sometimes you need to make a tradeoff of what is the action I can take with the appropriate amount of information and risk to move because moving and progress is what gets us to the next step. 因此，就像有時你需要做一個權衡，我可以采取的行動，與適當數量的信息和風險，以采取行動，因為移動和進步是什么使我們進入下一步。 > So for me I mean when I was in school trying to figure out what to do after college. 所以對我來說，我的意思是，當我在學校的時候，我想知道大學畢業后該做什么。 > All of my friends were interviewing at investment banks and Bain and McKinsey and they were getting these offer letters with six figures and I was like oh I got six figures right out of college is crazy. 我所有的朋友都在投資銀行、貝恩和麥肯錫面試，他們收到了這些寫著六位數的邀請信，我覺得，噢，我剛從大學畢業就拿到了六位數，真是瘋了。 > By the way it is. 順便說一下。 > `[00:09:07]` And laughter it is right. `[00:09:07]` 笑聲是對的。 > I like for a guy that didn\'t take a startup for the sorry salary for the first two years of you know funning bourbon Sosh Instagram. 我喜歡一個在最初兩年沒有接受創業公司的人，你知道，在 Instagram 上玩波旁威士忌 Instagram。 > `[00:09:17]` It was like he was really Harring to think that people can have a stock such a salary out of college and you\'re gonna go like take not a great job that you\'re going to do something that\'s a little riskier. `[00:09:17]` 他認為人們可以在大學畢業后就有這么高的薪水，而你卻要去做一份不太好的工作，去做一些風險更大的事情，這就像他真的是在哈林(Harring)一樣。 > It turns out and I mean don\'t quote me on this because your parents will kill me. 我的意思是不要引用我的話因為你父母會殺了我。 > It\'s all going to be fine. 一切都會好起來的。 > OK. 好的 > When I told my parents that I was going to go do a startup. 當我告訴我父母我要去做一家創業公司的時候。 > And I know we\'re all a bit older here. 我知道我們都老了一點。 > But like you know when I told my parents I was going to do a startup there like What about health insurance. 但正如你所知，當我告訴我的父母，我打算在那里做一家創業公司，比如醫療保險。 > And I was like it\'s a good point. 我覺得這是個很好的觀點。 > `[00:09:46]` What about the health insurance. `[00:09:46]` 健康保險呢？ > `[00:09:49]` So thank you parents for making me think of that. `[00:09:49]` 謝謝你們的父母讓我想到這一點。 > So let\'s see here. 讓我們看看這里。 > `[00:09:55]` It was scary. `[00:09:55]` 很可怕。 > But that bias towards action was like there is no perfect next move. 但這種對行動的偏見似乎沒有完美的下一步行動。 > You just need to know that by moving and learning it all adds up that summation of your experience over the last years is what makes you like into the thing tomorrow. 你只需要知道，通過移動和學習，所有這一切加起來，總結你過去幾年的經驗，是什么使你喜歡明天的事情。 > That will be successful and it just takes trying and trying and trying again. 這將是成功的，它只需要嘗試和再次嘗試。 > I mean Instagram like filter\'s came from a photography class that I took in Florence or my my photography teacher gave me a square format camera called a hoga. 我的意思是 Instagram 就像過濾器一樣，來自我在佛羅倫薩上的攝影課，或者我的攝影老師給了我一個叫做 Hoga 的方形相機。 > It\'s this plastic camera that got kind of hip with hipsters and anyway handed it to me and he said you should use this. 這是一臺塑料相機，它受到了潮人的歡迎，無論如何，他都把它遞給了我，他說你應該用這個。 > And as we were developing the film he is like you know you can change the look of the image if you put these chemicals in the bath when you\'re developing the print. 當我們開發膠卷的時候，他就像你知道的，你可以改變照片的外觀，如果你把這些化學物質放在浴缸里，當你在沖洗印刷品的時候。 > And I was like interesting. 我很有趣。 > Say you put it in like the colors start changing to this interesting purple. 比如說你把它放進去，就像顏色開始變到這個有趣的紫色。 > And I started thinking to myself like oh my god this is like also I do it on all my prints and every time I made a print every one of the people in that class were like the prints are so cool. 我開始想，哦，天啊，這就像我在所有的版畫上都這樣做，每次我做一個版畫，班上的每一個人都覺得版畫太酷了。 > That idea laid dormant for like five years. 這個想法被擱置了大約五年。 > So every little experience you have. 所以你所擁有的每一次小體驗。 > You may not give credit to you but it turns out is super important for you know being foundational in your startup going forward and you\'ll end up kind of figuring out how it takes form in your startup going forward. 你可能不給你榮譽，但事實證明，這是非常重要的，因為你知道，在你的創業，向前發展的基礎，你將結束在某種程度上搞清楚它是如何在你的創業發展中形成的。 > But each and every little experience adds up. 但每一次小小的經歷都會加起來。 > `[00:11:16]` So flash forward a few years. `[00:11:16]` 快閃幾年吧。 > Your uncropped effort Google kind of thinking about your next thing and you start talking to people about Lalan thinking about starting something maybe furtive sharing some or perhaps something around each 5. 你的努力，谷歌有點想你的下一件事，你開始和人們談論拉蘭，想開始一些事情，也許是秘密分享一些，或在每 5 個左右的東西。 > The initial idea Ramban starts percolating like what was that like initially and how did you get your first co-founder entomb yet I\'m going to answer a slightly different question as I have a better story about that tiras. 最初的想法，拉姆班開始滲出，像最初的樣子，你是如何得到你的第一個聯合創始人安葬，但我將回答一個稍微不同的問題，因為我有一個更好的故事，蒂拉。 > `[00:11:44]` Which is that like I was working in marketing at Google and I had taken the marketing class are sorry marketing job even though I wanted to be technical against all the other jobs that I had offered. `[00:11:44]` 也就是說，就像我在谷歌(Google)做營銷工作一樣，我上過營銷課，這是一份很遺憾的營銷工作，盡管我想在所有其他工作崗位上做技術上的工作。 > `[00:11:57]` There were like two or three a couple at a startup one at Microsoft one to Google. `[00:11:57]` 在一家初創公司里，大約有兩三個人，一個在微軟，一個在谷歌。 > I took the lowest salary of anyone that like any of the offers that I had because I wanted to work in a specific job at Google. 我接受了任何喜歡我的提議的人的最低工資，因為我想在谷歌做一份特定的工作。 > I didn\'t care what job it was actually I just care that it was at Google and I would surround myself by amazing people. 我不在乎這是什么工作，我只關心它在谷歌，我會被令人驚嘆的人圍繞在自己身邊。 > That was the first lesson that I learned just like go to where the people are. 這是我學到的第一課，就像去人民的地方一樣。 > And like short term long term tradeoffs just go to where the people are being at Google and going to corp dev was an interesting move because I was like I want to be startups again. 就像短期的長期權衡一樣，只要去谷歌(Google)工作的地方，去公司開發公司(Corpdev)是一個有趣的舉動，因為我想再次成為初創企業。 > I learned a lot about startups in school but I want to be back in the startup world. 我在學校學到了很多關于創業的知識，但我想回到創業世界。 > And then 2008 happened and I\'m not sure how many people remember 2008 in this forum. 然后 2008 年發生了，我不知道在這個論壇上有多少人記得 2008 年。 > `[00:12:38]` But the economy kind of went to crap and I remember looking at my boss and being like okay so like can we buy this companies like no. `[00:12:38]` 但是經濟有點糟透了，我記得看著我的老板，感覺很好，所以我們可以像這樣收購這家公司嗎？ > Can we buy this company. 我們能買下這家公司嗎。 > No one of them an IOU even named the name but it was a really interesting company ended up doing really well I wish we had purchased it. 他們中沒有一個人，一個欠條，甚至命名了這個名字，但它是一個非常有趣的公司，最后做得很好，我希望我們買了它。 > But the thing is he was like we\'re actually not going to do many deals now. 但問題是他覺得我們現在不打算做很多交易了。 > `[00:12:57]` You should probably just go golfing and for like a 20 something year old thinking of themselves like I want to make a difference in the world and your bosses telling you to go golfing like maybe I should just leave. `[00:12:57]` 你應該去打高爾夫球，就像一個 20 多歲的人在想我想要改變世界，而你的老板告訴你去打高爾夫球，就像我應該離開一樣。 > So I did. 所以我做了。 > And I actually there\'s a chapter in between Google and bourbon that not many people know about but I ended up joining a startup of some Google folks called next stop which is like hugely transformational for me because that\'s where I cut my teeth learning to program learning to build a you know a site. 事實上，我在谷歌和波旁之間有一章，但沒有多少人知道，但我最終加入了一家名為“下一站”(Next Stop)的谷歌創業公司，這對我來說是一個巨大的變革，因為那是我學編程學習創建一個你知道的網站的地方。 > And everything I learned in that year at next stop before starting bourbon was actually like it made me ready to go do Werben. 在那一年，在開始波旁酒之前，我學到的所有東西都讓我準備去做波旁酒。 > So again every move you think needs to be perfect it turns out just like surround yourself by great people where you can learn the most and great things will happen. 所以，你認為需要完美的每一步都是完美的，就像被偉大的人圍繞著一樣，在那里你可以學到最多和最偉大的事情。 > But I didn\'t go golfing and that\'s rule number two. 但我沒有去打高爾夫球，這是第二條規則。 > `[00:13:50]` So bourbon was initially in a small five location sharing kind of app. `[00:13:50]` 所以波旁酒最初是在一個小型的五個位置共享的應用程序中實現的。 > And I guess how did you come to that. 我想你是怎么做到的。 > At what point did you come up with how five is kind of a new thing that\'s happening. 在什么時候，你想出了五是一個正在發生的新事物。 > Let\'s link that to the other thing that I also really want you know what was. 讓我們把它和另一件我也很想讓你知道的東西聯系起來。 > How did that come about. 那是怎么發生的。 > `[00:14:11]` I have this think I\'m sure it exists in other people\'s minds as well. `[00:14:11]` 我有這樣的想法，我確信它也存在于其他人的頭腦中。 > But it\'s called combinatorial entrepreneurship. 但這叫做組合創業。 > So just like take a bunch of terms that are hot and swap them around until you get something that\'s interesting. 所以，就像拿一堆很熱的術語，然后把它們互換，直到你得到一些有趣的東西。 > `[00:14:22]` It was like HMO five check ins badges points. `[00:14:22]` 這就像 HMO 的五個檢查卡積分。 > Some of these guys right to say said ok no it\'s ok. 有些人說得對，好吧，不，沒關系。 > I mean listen it ended up being Instagram eventually. 我的意思是聽著它最終成為了 Instagram。 > `[00:14:31]` But Charles we got there. `[00:14:31]` 但是查爾斯，我們到了。 > `[00:14:38]` It\'s a great way to generate ideas. `[00:14:38]` 這是一個產生想法的好方法。 > But bourbon itself was like okay I don\'t actually. 但波旁威士忌本身就像是好的，我其實不知道。 > It\'s funny. 很有趣。 > I remember pitching to Andreessen Horowitz and being like aged 0 5 the future and they\'re like we totally agree. 我記得我向安德烈森·霍洛維茨投球，像 0 歲 5 歲的未來，他們就像我們完全同意的那樣。 > And I\'m thinking in my head like I just don\'t know how to make iPhone apps so I\'m going to make it in age five laughter. 我腦子里在想，我只是不知道如何制作 iPhone 應用程序，所以我會在五歲時笑出來。 > `[00:14:59]` So it worked out for me. `[00:14:59]` 所以這件事為我解決了。 > `[00:15:02]` But that ended up being like really important for a development cycle was which was like we were able to iterate really really quickly and like launch new features because it was aged Hammell. `[00:15:02]` 但這對開發周期來說是非常重要的，這就像我們能夠非常快地迭代，就像發布新特性一樣，因為它已經過時了。 > And then the idea was like okay no one\'s using this thing because it\'s really slow and it\'s aged him out and they can\'t put Nikon on their screen or when they do it\'s really hard to. 然后這個想法就像沒人使用這個東西，因為它很慢，它使他變老了，他們不能讓尼康出現在他們的屏幕上，或者當他們這么做的時候真的很難。 > So we knew we had to go native but we didn\'t know when and out back and yeah we had the back end exactly. 所以我們知道我們必須成為本地人，但我們不知道什么時候回來，當然，我們的后端是完全正確的。 > So when we decided to do Instagram what we did was we took bourbon and we said OK. 所以當我們決定做 Instagram 時，我們做的就是喝波旁威士忌，然后我們說好的。 > No one\'s using this thing. 沒人用這個東西。 > What do we do. 我們該怎么辦。 > Or rather what are people using. 或者說人們在使用什么。 > `[00:15:37]` So you tell actually by the way like how many Absolut users or retention metric like data. `[00:15:37]` 所以你實際上告訴你有多少絕對用戶或者數據的保留度。 > `[00:15:43]` It\'s really easy to select count star on users or whatever and it returns 80 approach guy protip Yeah it was really easy to tell how users laughter. `[00:15:43]` 在用戶上選擇計數星號非常容易，它返回 80 位接近者 ProTip 是的，很容易知道用戶是如何笑的。 > `[00:16:00]` Side note the day that it got really interesting and Instagram was when that craze stopped returning because there was a day where like I was like Mike how many users do we have. `[00:16:00]` 請注意，它變得非常有趣的一天，Instagram 是當這種狂熱停止回來，因為有一天，我像邁克，我們有多少用戶。 > And he was like Ed this command isn\'t returning. 他就像艾德這個命令不回來了。 > `[00:16:14]` That\'s a good sign. `[00:16:14]` 這是個好兆頭。 > That\'s a good sign you\'re doing well. 這是個好兆頭，你做得很好。 > Totally. 完全是。 > `[00:16:19]` But yeah. `[00:16:19]` 但是的。 > Now there are tons of tools like to measure daily actives and courts and that stuff and that was just something that I mean it was kind of our own ignorance that didn\'t allow us to do that initially. 現在有大量的工具，比如測量日常活動和法庭之類的東西，我的意思是，這是我們自己的無知，不允許我們一開始就這么做。 > But it kept us focused on just building stuff. 但它讓我們專注于建筑材料。 > But anyway we had bourbon and it was a location sharing app you could check in. 但無論如何，我們有波旁威士忌，這是一個位置共享應用，你可以登記。 > And as part of your Chaykin you can attach a photo or a video and you know there were points and badges and achievements and all sorts of stuff and I had like all the game theory books on my desk and I was like OK how can we game ify this thing. 作為 Chaykin 的一部分，你可以附上一張照片或一段視頻，你知道這里有積分、徽章、成就和諸如此類的東西，我桌上就像所有的博弈論書一樣，我很好，我們怎樣才能把這個東西變成游戲呢？ > And I was on this vacation because like it wasn\'t working I needed to clear my head. 我去度假是因為我覺得這不管用，我需要理清我的思緒。 > My girlfriend and I went on this vacation in Mexico. 我和女朋友去墨西哥度假了。 > And we\'re walking along the beach and I\'m like Nicole I think like you know photos are kind of interesting. 我們沿著海灘散步，我就像妮可，我想你知道照片很有趣。 > Mike and I had talked and we were like the photos part seems like it\'s what people love the most. 邁克和我談過，我們就像照片一樣，這部分似乎是人們最喜歡的東西。 > And she was like Yeah. 她就像是的。 > But you know I don\'t like posting photos because like they\'re not that great. 但你知道我不喜歡貼照片，因為照片沒那么棒。 > And I was like What do you mean they\'re not that great. 我覺得你說的不是很棒是什么意思。 > And she goes well your friend Greg always takes amazing photos. 她做得很好，你的朋友格雷格總是拍很棒的照片。 > I was like well that\'s because he uses Hipstamatic in camera bag and she\'s like what. 我覺得這很好，因為他在相機包里用了希波斯塔芬奇，而她就像什么。 > And I was like well you know he uses apps that filter your photos and they oppose him. 我就像，你知道，他使用的應用程序過濾你的照片，他們反對他。 > `[00:17:24]` She goes oh you should add that laughter to your girlfriend. `[00:17:24]` 她說：“哦，你應該給你女朋友加點笑聲。” > Yes. 是 > Laughter. 笑聲。 > `[00:17:34]` So actually that day she was like You should add that I start to think I\'m like you know like maybe she\'s right maybe there\'s something there. `[00:17:34]` 事實上，那天她就像你一樣，應該補充說，我開始覺得我就像你知道的，也許她是對的，也許那里有什么東西。 > So I went home while not home we were staying in this little bed and breakfast there was like you know there\'s like forty dollars a night or something it was like a hostel and it had dial up Internet. 所以當我不在家的時候我回家了，我們住在這張小床上，早餐就像你知道的，每晚大約有 40 美元，或者什么的，就像一家旅店，它已經撥號上網了。 > And I like basically researched how to change the look of pixels in an image. 我喜歡研究如何改變圖像中像素的外觀。 > And I built the first filter that afternoon which is now called ex pro to which a lot of people love and use the first thought I was the first one. 那天下午，我建造了第一個過濾器，現在被稱為“前專業”，很多人喜歡它，并使用第一個我是第一個人的想法。 > And actually if you scroll all the way back to my feet in the first image you actually see X proto and a little Mexican dog at a taco stand because we were in Mexico and then how did Kalven happen exactly. 實際上，如果你在第一張圖片中一直滾動到我的腳上，你會看到 X Proto 和一只墨西哥小狗在玉米餅攤上，因為我們在墨西哥，那么 Kalven 到底是怎么發生的。 > `[00:18:12]` Let\'s not get into that. `[00:18:12]` 我們不要談這件事。 > `[00:18:14]` Well so here\'s the thing we did Felder\'s but that wasn\'t the end of the story we had to come back and we cut a bunch of the features and we made it native. `[00:18:14]` 好吧，這就是我們所做的事情，費爾德，但這并不是故事的結尾，我們必須回來，我們剪掉了一堆特征，然后我們把它變成了土生土長的。 > And I was like alright let\'s launch this thing. 我就像好的，讓我們發射這個東西。 > And it took us about eight weeks to build the first version of Instagram and we launched it. 我們花了大約八周的時間制作了 Instagram 的第一個版本，我們推出了它。 > And like I don\'t know like the first day we had 25000 people sign up and then it just started it just like it never stopped. 就像我不知道，就像第一天，我們有 25000 人注冊，然后它就開始了，就像它從未停止過一樣。 > It just kept going and going and going and I remember leaning over to my Cofan. 它一直在前進，我記得我靠在我的 Cofan 旁邊。 > I was like Mike I think like this is going to be something like to know. 我就像邁克，我想這會是某種程度上的了解。 > I mean he\'s the Pesa not the pessimist he\'s the pragmatist and the co-founder paire and I\'m like you know disillusion is like optimist like I\'d like to really dig in on that because I\'m literally one of the best launches that any app even today has seen. 我的意思是，他是佩薩，而不是悲觀主義者，他是實用主義者和聯合創始人帕瑞，而我就像你所知道的那樣，幻滅就像樂觀主義者一樣，我很想深入研究這個問題，因為我實際上是任何一個應用程序都見過的最好的發布之一。 > `[00:19:03]` You know how did how did you end the year that you had such an incredible amount of support from the right people. `[00:19:03]` 你知道你是如何結束這一年的，你得到了來自正確的人如此之多的支持。 > You were featured all these things like how did how do people get there. 你的特寫是這樣的，比如人們是如何到達那里的。 > `[00:19:13]` Yeah. `[00:19:13]` 是的。 > First of all. 首先。 > Like great hiring for your company is it starts well before you need people. 就像你的公司很好的招聘工作一樣，在你需要人手之前就開始了。 > You know I worked at a company called Odeo back in the day and my first day I showed up and I sat down at my intern desk and they they\'re like we\'d like to introduce you to the new engineer. 你知道我那天在一家叫 Odeo 的公司工作，第一天我出現了，我坐在我的實習生辦公桌前，他們就像我們想把你介紹給新的工程師一樣。 > His name is Jack Dorsey and he sits down and like these are the types of stories we\'re like you just meet people along the way and the Valley is really small. 他的名字叫杰克·多爾西，他坐下來，就像這些故事一樣，我們就像你在路上遇到的人一樣，山谷真的很小。 > By the way the valley is smaller than this room. 順便說一下，山谷比這個房間小。 > The people you will meet. 你會遇到的人。 > Time and time again in the valley are probably in this room right now and you will meet them in one job and then another and then another. 山谷里一次又一次的可能現在就在這個房間里，你會在一份工作，然后另一份工作中遇到他們。 > And like the relationships we\'ve built over time helped us when we got to the point of launching where we\'re like hey can you use this thing and like tweeted out maybe my thing is there and I say no but actually they loved it so much so not only do they have to love it but then they also have to be willing to do you know promotion for it because they\'re your friends because you have a previous relationship. 就像隨著時間的推移，我們建立起來的關系幫助了我們，當我們開始的時候，我們就像嘿，你能用這個東西，就像在推特上說的那樣，也許我的東西在那里，我說不，但實際上他們非常喜歡它，所以他們不僅必須愛它，而且還必須愿意你知道提升它。因為他們是你的朋友因為你以前有過關系。 > But like we created so much buzz up until our launch that like once we launched it was this grounds. 但就像我們在發射前創造了如此多的熱議，就像我們發射時一樣，它就是這樣的地方。 > Is this groundswell and the other thing is be relentless. 是這場風潮而另一件事是無情的。 > OK the one thing everyone\'s going to tell you is that your idea is bad and it\'s never going to work. 好的，每個人都會告訴你的一件事是，你的想法很糟糕，而且永遠也行不通。 > Do you know why. 你知道為什么。 > Because 99 percent of ideas don\'t work. 因為 99%的想法行不通。 > And if someone says they\'re not going to work they\'re generally look right and because they\'re generally right they convince themselves that no ideas work. 如果有人說他們不工作，他們一般看起來都是對的，因為他們一般是對的，他們說服自己沒有任何想法有效。 > But it turns out you have to be your own advocate. 但事實證明你必須是你自己的代言人。 > You have to believe that it\'s going to work. 你得相信它會成功的。 > I remember saying to some people that were helping us with press I\'m going to talk to Claire Kane at the New York Times. 我記得曾對一些幫助我們處理新聞問題的人說過，我將在“紐約時報”采訪克萊爾·凱恩(ClaireKane)。 > Now you are right about Instagram. 現在你對 Instagram 的看法是對的。 > This is prelaunch. 這是發射前。 > And there were like There\'s no way you\'re gonna get her to write about Instagram like Google is her beat. 你不可能讓她寫 Instagram，就像谷歌是她的拍檔。 > Like she doesn\'t write about little startups like you like like okay I\'m going to do it and they\'re like don\'t do it. 就像她不寫你喜歡的小公司一樣，好吧，我會這么做的，他們也不會這么做。 > I was like Alright I\'m going to do it. 我就像好的，我會這么做的。 > And I emailed her and sure enough she emails right back and she\'s like sure I\'ll come over and see what you guys are doing. 我給她發了郵件，她馬上回復郵件，她肯定我會過來看看你們在做什么。 > She writes this awesome article our first day of launch and like that was super helpful but it just turns out that like you have to be your own advocate because because no one else is incentivized to believe that your idea is going to work. 她寫了這篇很棒的文章，這是我們發布的第一天，這是非常有用的，但事實證明，就像你必須成為你自己的擁護者，因為沒有人會被激勵去相信你的想法會奏效。 > So you absolutely have to believe or like no one else is going to vote. 所以你絕對要相信或者不像其他人那樣去投票。 > `[00:21:30]` Taking a step back right before lunch like Shirley just like anyone else you had crazy prelaunch jitters. `[00:21:30]` 午飯前退一步，就像雪莉一樣，就像其他人一樣，你有瘋狂的啟動前緊張。 > How did you know that it was ready for other people to try. 你怎么知道已經準備好讓別人試試了。 > `[00:21:41]` So lesson ember three and startups we launched at midnight I remember is twelve thirtya.m. `[00:21:41]` 所以我記得我們在午夜發起的第三課和創業是在凌晨 12 點半。 > October 6 and I press the button on the app store and back then when you press the button in the App Store Your assumption is like this is going to take a while it\'s probably not going to go out to the public instantly people started signing up. 10 月 6 日，我在應用程序商店按下按鈕，然后當你按下應用商店的按鈕時，你的假設是，這需要一段時間，人們可能不會立即向公眾公開。 > I was like wait what 30 who is up like installing apps right. 我就像是在等 30 歲的人，他喜歡安裝應用程序。 > Alec no one knows about this. 沒人知道這件事。 > It turns out somewhere else in the world it\'s like midday laughter. 結果發現，世界上其他地方就像中午的笑聲。 > `[00:22:12]` So like we weren\'t exactly the smartest group laughter. `[00:22:12]` 所以我們不是最聰明的笑聲。 > `[00:22:17]` So like what ended up happening is like the first giant set of users on Instagram we\'re all like from not China but like Asia a bunch of like German users were signing up and we looked at the e-mail addresses and like Hotmail Doddy and we\'re like why are all these German users signing up and we\'re like Oh because it\'s like you know 9:00a.m. `[00:22:17]` 就像 Instagram 上的第一大群用戶一樣，我們都是來自中國，但像亞洲一樣，一群像德國用戶一樣注冊，我們查看了電子郵件地址和 Hotmail Doddy，我們就像為什么所有的德國用戶都注冊了，我們喜歡哦，因為你知道早上 9：00。 > they\'re like people are actually awake. 他們就像人們實際上是醒著的。 > So what ended up happening was a ton of people signed up. 所以最終發生的是一堆人注冊了。 > We were on a single server at a small little colo facility down inL.A. 我們當時在洛杉磯的一個小科洛工廠的一臺服務器上。 > that you could rent a physical server that was like I remember someone saying to me like why are you guys on one server like why don\'t you just useA.W. 你可以租一個物理服務器，就像我記得有人對我說，為什么你們在一臺服務器上，就像為什么你們不使用 A.W。 > And I was like What\'s AWOL. 我就像個擅離職守的人。 > `[00:22:59]` Laughter. `[00:22:59]` 笑聲。 > You all laugh. 你們都笑吧。 > But it wasn\'t obvious at the time. 但這在當時并不明顯。 > `[00:23:04]` And when we launched it\'s like we little tiny server which is like had half of the power of an iPad like basically couldn\'t keep up. `[00:23:04]` 當我們啟動它的時候，它就像我們的小服務器，就像有 iPad 一半的能力一樣，基本上無法跟上。 > And we called them and were like hey we need another server I think and they\'re like another server I\'m like yes. 我們打電話給他們，好像我們需要另一臺服務器，我想他們就像另一臺服務器，我想是的。 > One more server Lee is there. 還有一個服務器 Lee 在那里。 > `[00:23:21]` Laughter I\'m like that\'ll be four days. `[00:23:21]` 笑聲我想那是四天。 > `[00:23:25]` And we\'re like no we need at Rusciano like okay well four hours work and we\'re like no. `[00:23:25]` 我們在魯西亞諾需要的是，好的，四個小時的工作，我們就像不一樣。 > Like we need it. 好像我們需要它。 > Now we\'re launching like everyone\'s Candy. 現在我們像大家一樣發射糖果。 > So when all the press hit a 9am and everyone started tweeting like first of all never watch Twitter when you launch because it\'s like really demoralizing everyone\'s boobs. 所以當所有媒體早上 9 點開始發推文時，首先不要看推特，因為這讓每個人的胸部都很沮喪。 > Like they don\'t know what they\'re doing. 好像他們不知道自己在做什么。 > And I literally thought to myself like we have this great idea but like no one loves it because like we\'re down and actually one of the guys at the coworking space like told us like took a picture on Instagram of a boss trying to keep the site up and tried posting it. 我自言自語地想，好像我們有了這個好主意，但好像沒有人喜歡它，因為就像我們在合作空間里一樣，其中一個人告訴我們，就像在 Instagram 上拍了一張照片，一個老板試圖保持網站正常運行，并試圖發布它。 > `[00:24:00]` It\'s frame somewhere. `[00:24:00]` 它的畫框在某個地方。 > I\'m not totally. 我不完全是。 > You can actually it\'s Aaron Gottwald. 你可以說是亞倫？戈特沃爾德。 > Thank you Erin. 謝謝艾琳。 > Calling them out by name in front of seventeen hundred people. 在一千七百人面前喊出他們的名字。 > Yeah. 嗯 > `[00:24:09]` But yeah we there were jitters but it was more adrenaline than anything it was like how do we keep this thing up. `[00:24:09]` 但是的，我們有緊張的感覺，但這比任何事情都更讓人興奮，就像我們如何保持這種狀態一樣。 > Like how do we make sure that it doesn\'t topple. 比如我們如何確保它不會倒塌。 > I still think we I mean if you ask many entrepreneurs and very few will tell you that they think they were lucky. 我仍然認為，我是說，如果你問很多企業家，很少人會告訴你，他們認為他們是幸運的。 > I think we\'re really lucky to know the right people to be in the right place at the right time to have devices progressed to the point where like people wanted to take photos but didn\'t want to take photos unless you did something to them like we were at the right place right time with the right team. 我認為我們真的很幸運，我們知道正確的人在正確的時間在正確的地點，讓設備發展到像人們想要拍照的程度，但不想拍照，除非你對他們做了一些事情，就像我們在正確的時間和正確的團隊。 > And I feel forever lucky for that. 我為此感到永遠的幸運。 > But I mean it takes a lot of hard work once you\'re lucky. 但我的意思是，一旦你幸運的話，就需要付出大量的努力。 > `[00:24:43]` Kind of a big closing question because Instagram is not nearly technology it\'s also an incredible community. `[00:24:43]` 這是一個很大的閉幕式問題，因為 Instagram 并不完全是科技，它也是一個令人難以置信的社區。 > While you\'re on your way up how did you preserve that. 當你往上走的時候你是怎么保存的。 > How did you think about that. 你是怎么想的。 > You know me that something like that is happening on their own. 你知道這樣的事情是他們自己發生的。 > How did that happen. 那是怎么發生的。 > What are our values internally by the way when you get big you start writing down your values on pieces of paper and you put them everywhere to make sure that people understand what your values are and one of them like our first value is. 我們的價值觀是什么？順便說一句，當你變大的時候，你開始把你的價值觀寫在紙上，然后把它們放在任何地方，以確保人們理解你的價值觀，其中之一就像我們的第一個價值一樣。 > `[00:25:12]` Community First. `[00:25:12]` 社區第一。 > And what that means is our community is our greatest asset. 這意味著我們的社區是我們最大的財富。 > Anyone in the world and by the way anyone can and did build a filter app. 世界上的任何人，順便說一句，任何人都可以并且確實構建了一個過濾器應用程序。 > You see tons of filter apps you see tons of people making photos social networks. 你看到無數的過濾應用，你看到無數的人在制作照片，社交網絡。 > But the one thing that\'s really hard to build is a community and like we started with a very small community of designers and photographers that were close friends that we knew that loved what we were building and we scaled it from there but we never took our eye off the fact that the most important thing to remember is that your users are your greatest asset the people that spend time every single day using your service are your greatest asset. 但是真正難以構建的是一個社區，就像我們從一個非常小的設計師和攝影師社區開始，他們是我們的親密朋友，我們知道我們喜歡我們正在建設的東西，我們從那里開始擴展它，但是我們從來沒有忘記，最重要的是，你的用戶是你最大的財富，也就是人。每天花時間使用你的服務是你最大的財富。 > If you alienate them if you take advantage of them. 如果你利用他們，就會疏遠他們。 > If you over Monitise them right etcetc. 如果你超過了蒙尼提斯，等等。 > You end up like losing the soul of what you build. 你最終會失去你所建立的靈魂。 > Because anyone can build earlybird Kalvin expert too. 因為任何人都可以建造早期鳥類卡爾文專家。 > Like that\'s not hard. 這并不難。 > You can read on Stack Overflow about it right but you can\'t build a community from scratch easily and it took a lot of hard work. 您可以在 Stack 溢出上正確地閱讀它，但是您不能從零開始就輕松地構建一個社區，這需要大量的艱苦工作。 > It took a lot of insta meets it took a lot of in fact our first hire was not an engineer it was a community manager. 它花了很多時間，它花了很多，事實上，我們的第一次雇用不是工程師，而是一個社區經理。 > We were like we have this great group of people that need to like understand that we\'re here to work for them. 我們就像有這么一群人，他們需要理解我們是來為他們工作的。 > We\'re serving them. 我們在為他們服務。 > They\'re not serving us. 他們不為我們服務。 > They\'re not like our we are serving them like we did that from day one. 他們不像我們這樣服務他們，就像我們從第一天起就那樣。 > And I think it really really helped. 我覺得這真的很有幫助。 > And still to this day around our office you see posters that just say community first. 直到今天，在我們的辦公室周圍，你還能看到海報，上面寫著“社區第一”。 > And I think it\'s been probably one of our greatest advantages is that focus on the people that use our service. 我認為這可能是我們最大的優勢之一，就是關注那些使用我們服務的人。 > `[00:26:47]` And you\'re still doing it still doing it. `[00:26:47]` 你還在做，還在做。 > Kevin thank you so much for taking the time. 凱文非常感謝你抽出時間。 > Also. 還有。