“Instead ask yourself: how much of what you know about business is shaped by mistaken reactions to past mistakes? The most contrarian thing of all is not to oppose the crowd but to think for yourself.”

“相反，要问自己：你对企业的认识有多少是基于对以往过错的错误反应形成的？最反主流的行动不是抵制潮流，而是在潮流中不丢弃自己的独立思考。”

“Creating value is not enough—you also need to capture some of the value you create.”

“创造价值还不够，你还必须抓得住自己创造的部分价值。”

“When you hear that most new restaurants fail within one or two years, your instinct will be to come up with a story about how yours is different. You’ll spend time trying to convince people that you are exceptional instead of seriously considering whether that’s true. It would be better to pause and consider whether there are people in Palo Alto who would rather eat British food above all else. It’s very possible they don’t exist.”

“当你听到大多数新开的餐厅在一两年内就关门了，你的本能会告诉你——你的餐厅肯定不会这样。你会设法向人们证明你是个例外，而不是认真思考是否真是这样。你最好停下来，思考一下在帕洛阿尔托是否有热衷于英式食物的消费者，而很有可能根本就没有这样的消费者存在。”

“If you lose sight of competitive reality and focus on trivial differentiating factors—maybe you think your naan is superior because of your great-grandmother’s recipe—your business is unlikely to survive.”

“如果你忽略了激烈的竞争而只看到你开的菜馆那些细微的特色——也许你认为你家的印度薄饼很棒，因为你曾祖母给了你超棒的配方——那么，你的生意不可能持续下去。”

“Non-monopolists exaggerate their distinction by defining their market as the intersection of various smaller markets; “Monopolists, by contrast, disguise their monopoly by framing their market as the union of several large markets”

“非垄断者通过把他们的市场定义成各种更小市场的交集来夸大自己的独特性; 相反，垄断者通过把他们的市场描述成若干大市场的并集来伪装他们的垄断性”

“Google’s motto - “Don’t be evil” - is in part a branding ploy, but it’s also characteristic of a

kind of business that’s successful enough to take ethics seriously without jeopardizing its own existence.”

“谷歌的座右铭——“不作恶”，在某种程度上是品牌策略，同时也显示了成功企业的特性——即使严守道德，也不会影响公司的发展。”