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擔任《財富》美國100強公司的高級副總裁、為全球4.8萬名終端用戶提供IT服務(wù)并不是件容易的事情。工作時間長、壓力大，而且還會遇到挑剔的客戶。即便如此，如果將其與創(chuàng)業(yè)相比，這些都不算什么。

以下是我希望自己能夠在創(chuàng)業(yè)之前了解的10件事情，因為它們本可以更好地幫助我度過創(chuàng)業(yè)期間較為重要的前幾年。

1. 不要創(chuàng)造新產(chǎn)品，專注于解決問題

42%的新推出產(chǎn)品都會失敗，因為這類產(chǎn)品沒有需求。事實就是如此，其中的42%都是無人問津的， 原因在于你的產(chǎn)品沒人要。

因此，避免嘗試開發(fā)新的高大上產(chǎn)品，而是尋找有待解決的問題。只要有問題，就會有需求。

2. 打消一夜成功的念頭。

即便是那些成名周期最短的公司，例如亞馬遜和雅虎，它們至少經(jīng)歷了3年的時間才獲得世人認可，而大部分公司真正獲得成功是在10年之后。因此，如果你的目標是成為下一位初創(chuàng)界的億萬富翁，那么請做好打持久戰(zhàn)的準備。

3. 專注于自己的強項而不是軟肋。

你的成功源于你的強項，因此務(wù)必將主要精力放在這一領(lǐng)域。我們都有軟肋，我們可以通過外包這些領(lǐng)域或聘請專人來解決這一問題。在弱點上耗費過多的精力必然會減少你在強項領(lǐng)域的投入，而且不利于時間的充分利用。

4. 組建一支正確的團隊。

我們不可能在所有事情上都親力親為，我們需要幫助，但是我們應(yīng)確保獲取有益的幫助。29%的初創(chuàng)公司的失敗原因在于其團隊出了問題。因此，請務(wù)必花時間對所需的團隊進行評估，然后聘請你能夠得到的最佳人選。

5. 如果干不下去了，盡早放棄。

失敗是創(chuàng)業(yè)的一個環(huán)節(jié)，人們不僅應(yīng)把它看作意料之中的事情，而且還應(yīng)制定相應(yīng)的計劃。應(yīng)對創(chuàng)業(yè)失敗最佳的方法就是盡快地關(guān)閉企業(yè)。最不明智的一種做法是，在企業(yè)行將就木時依然拖泥帶水，一心希望業(yè)務(wù)能發(fā)生好轉(zhuǎn)。人們必須迅速地意識到，哪些是可行的，哪些是行不通的，需要立即叫停。

6. 弄清楚自己的價值主張。

如果你自己都不知道自己的價值主張是什么，那么你的產(chǎn)品基本上也就沒有銷路，因為人們并不知道你賣的到底是什么。你的價值主張越簡單，越明確，那么人們也更容易做出購買產(chǎn)品決定。

7. 了解你的客戶。

很多企業(yè)家，包括我在內(nèi)，都無法對其理想客戶做出明確的定義，這一點讓我感到十分驚訝。如果你無法回答這個簡單的問題，那么營銷便很難開展。定義越明確，公司的營銷就越具有針對性和成效，而且銷量也會大漲。

8. 并不是所有客戶都是合適的客戶。

“客戶永遠是正確的”這句話對大家來說耳熟能詳，盡管這句話本身沒什么問題，但我們更有必要知道，“并非所有的客戶都是適合你的客戶?！比绻Ｓ趹?yīng)對這些令人頭疼的客戶降低了企業(yè)利潤或你對他們的付出超過其貢獻時，請大膽地摒棄這些客戶。就像產(chǎn)品和公司有良莠一樣，客戶也有好壞之分。我們應(yīng)意識到，放棄這些客戶沒什么大不了，我們應(yīng)專心尋找那些合適的客戶。

9. 以前車為鑒。

錯誤是非常好的學習機遇，但是我們吸取教訓的來源并不一定都是自己所犯的錯誤。80%的初創(chuàng)企業(yè)都會失敗，因此人們應(yīng)研究它們失敗的原因，并確保采取必要的措施來避免重蹈覆轍。此舉能節(jié)省很多時間和金錢，緩解大量的壓力。

10. 銷售業(yè)績是企業(yè)存在的前提。

銷售就像是氧氣，沒有它，人就會死亡，道理就是這么簡單。人們很容易陷入產(chǎn)品設(shè)計、營銷、策劃、招聘、品牌定位等等事務(wù)，但是，我們必須記住，開企業(yè)是為了賺錢，要賺錢就得有銷售業(yè)績。企業(yè)不會因為某些好的理念、產(chǎn)品或服務(wù)而自行發(fā)展壯大。

盡管上述這些內(nèi)容如今看起來是如此之淺顯，但當我開始創(chuàng)業(yè)時卻對其知之甚少。25年的企業(yè)工作經(jīng)驗并不足以讓你成為一名創(chuàng)業(yè)者，掌握上述內(nèi)容本可以為我節(jié)省很多的時間和精力，也可以幫助自己的企業(yè)獲得更快的發(fā)展。

你在第一次創(chuàng)業(yè)的時候最希望知道的是什么？（財富中文網(wǎng)）

譯者：李翔

校對：詹妮

Working as a senior vice president for a Fortune 100 company and running IT Services for 48,000 end-users on a global scale was a tough job. It was long hours, lots of pressure and difficult customers. But, even so it was nothing compared to joining the ranks of the entrepreneurs and starting my own business.

Here are 10 things I wish I had known before I started as it would have helped me be better prepared for the important first few years of my entrepreneurial life.

1. Don’t create new products, solve problems.

Forty-two percent of product launches fail because there is no need for the product. That’s right 42 percent fail because nobody wants the product.

So instead of trying to develop new and wonderful products to look for problems to solve. Where there’s a problem, there is a need.

2. Forget about being an overnight success.

Even the companies regarded as the quickest overnight successes, Amazon AMZN 0.19% and Yahoo YHOO 0.42% , took at least three years to get there, and the majority of companies take up to 10 years to really make it. So if you’re the goal is to be the next billionaire start-up owner then you need to be prepared for a long haul.

3. Focus on your strengths, not your weaknesses.

Your success is going to come from your strengths so make sure the majority of your time is focused in that area. We all have weaknesses, but either outsources those areas or hire someone to take care of it for you. Focusing on your weaknesses takes you away from what you’re best at and is not a good use of your time.

4. Get the right team around you.

We can’t do it all on our own; we need help, but we need to make sure we get the right help. Twenty-nine percent of start-ups that fail do so because they had the wrong team in place. So take the necessary time to evaluate the team that you need and then hire the best people you can.

5. If you’re going to fail, fail quickly.

Failure is all part of the process, not only should you expect it, but you should plan for it. The best approach for failure is to fail quickly, adapt and try again. One of the worst things we can do is to fail slowly, desperately hoping that things will turn around. You need to learn quickly what’s working and what’s not that needs to be stopped.

6. Understand your value proposition.

If you don’t understand your value proposition you make it practically impossible for people to buy from you, because they don’t know what it is, you’re selling. The simpler and clearer you can keep, this easier it will for people to decide that they need your services.

7. Know your customer.

I am amazed at how many entrepreneurs struggle with defining who their ideal customer is, myself included. If you don’t know the answer to this simple question, it makes marketing practically impossible. The tighter you can define this the more targeted and successful your marketing can be, and it will lead to more sales.

8. Not every customer is right for you.

We’ve all heard the saying the “customer is always right”, and while that’s good to know, it’s more important to know is that “not every customer is the right customer.” We should not be afraid to fire customers where the hassle of dealing with them diminishes the profitability or where the effort involved outweighs the benefits. Just like there are bad products and companies, there are also bad customers and we need to learn that it’s okay to let them go and to focus on finding the right customers.

9. Learn from the mistakes of others.、

Mistakes are great learning opportunities, but we don’t necessarily need to make them all in order to learn from them. Eighty percent of start-ups fail, so study what caused them to fail and make sure you take the necessary steps to avoid falling into the same traps, it could save a lot of time, money and stress.

10. No sales, no business.

Sales are like oxygen, and without them, we die it’s that simple. It’s so very easy to get caught up in product design, marketing, planning, recruitment, branding, etc., etc., but we need to remember we are in business to make money and to make money we need sales. Business don’t develop themselves just because we have some great ideas, products or services.

While many of these things seem so obvious now, that wasn’t the case when I started.

Working for 25 years in a corporate environment wasn’t the best preparation for being an entrepreneur and understanding these things would have saved a lot of time and effort and would have helped me progress much quicker.

What do you wish that you had known when you first started out?