am m khm ph

AM M KHM PH!

am m khm ph

Chng ti lun mong mun nhn c nhng kin ng gp ca qu v c gi

sch ngy cng hon thin hn.

Gp v sch, lin h v bn tho v bn dch: publication@alphabooks.vn

Lin h v dch v bn quyn: copyright@alphabooks.vn

CRUSH IT!
Why NOW Is the Time to Cash In on Your Passion
Copyright 2009 by Gary Vaynerchuk
Published by arrangement with HarperStudio, an imprint of HarperCollins Publishers.
All rights reserved.
AM M KHM PH!
Bn quyn ting Vit 2010 Cng ty Sch Alpha
Khng phn no trong xut bn phm ny c php sao chp
hay pht hnh di bt k hnh thc hoc phng tin no
m khng c s cho php trc bng vn bn ca Cng ty Sch Alpha.
Ba: Nguyn Ngc Thy
Bin tp vin Alpha Books: L Hng ip

am m khm ph

GARY VAYNERCHUK

AM M KHM PH!
Kin to thnh cng t sc mnh
ca truyn thng mng x hi
TrnThThanhBnhdch

NHXUTBNLAONGXHI
3

am m khm ph

Alphabooks trn trng gii thiu

CC CUN SCH MARKETING &

BN HNG
1. Marketing du kch trong 30 ngy, tc gi: Jay Conrad Levinson,
s trang: 416, gi ba: 59.000
2. Marketing 101, tc gi: Don Sexton, s trang: 520,
gi ba: 69.000
3. 100 tng bn hng hay nht mi thi i,
tc gi: Ken Langdon, s trang: 200, gi ba: 29.000
4. Bn hng tc th, tc gi: Cyril Charney, s trang: 332,
gi ba: 49.000
5. Kinh thnh v ngh thut bn hng, tc gi: Jeffrey Gitomer,
s trang: 576, gi ba: 69.000
6. Kinh doanh bng tm l, tc gi: Bryan Tracy, s trang: 296,
gi ba: 54.000
7. Marketing trong thi i Net, tc gi: Thi Hng Tm,
s trang: 168, gi ba: 34.000
8. B quyt kinh doanh trn mng, tc gi: Joe Vitale, s trang: 364,
gi ba: 59.000
9. K nng bn hng, tc gi: Bill Brooks, s trang: 276,
gi ba: 45.000
10. Tip th ti Sao Kim, tc gi: Hermawan Kartajaya, s trang: 326,
gi ba: 54.000

Li gii thiu

LI GII THIU
(Cho bn ting Vit)

nlcchngtacntndngtianimamm
camnh!

Internet i din cho mt trong nhng chuyn giao

vn ha ln nht k t thi i bo in ngy nay. Cng
vi s pht trin nh v bo ca n, cc trang truyn
thngmngxhitonnmtcuccchmngtrong
cch thc sng v hot ng kinh doanh ca con ngi
trntoncu.Nginocthxydngnidunghp
dnnhtvtodngclinktcngngmnhm
nhtthngiycthchimlnhthtrngvthuv
hngtlalinhun.Nhngmcchosithayv
chilnlaony,phnlnmingivntiptclm
nhngcngvickhngemlihnhphcchomnh,cc
doanh nghip vn tip tc b qua nhng li ch
marketing v quan h cng chng hiu qu c th tm
thytrncctrangmngxhi.
5

Formatt

Li gii thiu

Gary Vaynerchuk c bit n nh mt ngi tin

phong trong lnh vc marketing online. Anh l nh kinh
doanhtiba,ngthilmtchuyngiavru,cch
mng ha cc hot ng PR v marketing trong ngnh
ru vi nhng video blog trn trang Wine Library TV,
phttrincngvickinhdoanhrucagianhtquy
m4triulalnti60triulatrongvng5nmkhi
tp trung vo Internet v tn dng cc cng c truyn
thng mng x hi nh Facebook, Twitter, Blog,
Wordpress,YouTube,v.v
Gary Vaynerchuk cho rng bt k ai cng c th xy
dng mt s nghip kinh doanh thnh cng da trn
nim am m ca h. Trong cun sch ny, anh a ra
nhngphntchvchinlccthchaicpnn
tng v cp cao, ch cho bn bit cch nm bt mi
trngkinhdoanhhinti,ngthitrangbkinthc
vphngtinbnsnsngthucthnhcngkhi
thi i thay i. Cun sch gip bn tm hiu c
nhiuvnthenchtnh:
Vsaotruynthngmngxhicthcnbngsn
chi, ph hy nhng ngi gc cng tng
thnglnhknhphnphinidung.
Lm th no nh bi nn tht nghip v to ra
nhngchilmgiuquavicxydngvduytr
thnghiucnhn.

Li gii thiu

Lm th no c th xy dng c s nghip kinh

doanhtrctuyn(online)datrnnimammm
khngcntbcngvichngngycabn.
TisaoFacebookvTwitterchlnhngcngcch
khngphichinlctruynthngmngxhi.
Tisaosminhbchvsngthtvichnhmnhli
nhbinhngcngthcmarketing.
Lm th no xy dng v gn gi cng ng
mnggnviammvthnghiucabn.
TisaoyutdisntrongthiiInternetbnh
gikhngngtm.
Cunschnhncnhiulikhentccdoanhnhn
nitingthgii,nhTonyHsiehCEOcaZappos.com,
KevinRosesnglpvinDigg.com,TimFerrisstcgi
cun bestseller s 1 New York Times Tun lm vic bn
givChrisAbrahamngsnglpvtrngnhmT
vnAbrahamHarrisonLLC.Tuyvy,nhiucgikhng
ng tnh vi li khuyn nn b vic ang lm theo
ui am m nu bn khng c lm ngh nghip bn
thcsyuthchmGaryVaynerchukaratrongcun
schny.Hchorng,likhuynvchiaskinhnghim
caGaryVaynerchuklbtkhthivinhngaikhngc
nn tng ti chnh. Bi Gary c tha hng s nghip
kinh doanh 4 triu la t ngi cha, v ch cn pht
trin, m rng n. iu chng d dng g vi nhng
ngikhinghipthaibntaytrng,hocphictrch
nhim vi gia nh cng rt nhiu khon chi tiu khc
7

Li gii thiu

trong cuc sng hng ngy. Cun sch ny ch nh mt

sn phm Gary t qung b thng hiu c nhn ca
mnhmtstPRchobnthn.
Thc ra, khng cn i n nhng gii trnh ca
Gary,ngicvncthnhnrathngipmGary
mun gi gm trong cun sch ny. Lm mi vic
thamnammvtcthnhcngkhngbaogi
lvicddngvxyrachtrongmtm.TheoGary,
bncnphixntayolnvimtchngngdi.
Phn thng s n cho nhng n lc ca bn. Nhng
quantrnghnht,lbnclmnhnggmnhyu
thch, v cng vic s nh thc bn vo mi sm bnh
minh. Bi th, bn chng cn b vic, bn ch cn n
lcvthtsmunsngviammcamnh.
C am m l c tt c. Hy kin nhn thc hin tng
bc mt, am m khm ph s l bn hng dn vit tay
cuicngchokinhdoanhhini.
Xintrntrnggiithiutiqucgicunschny!
Thng08nm2010
CNGTYSCHALPHA

Mc lc

MC LC

1.
2.
3.
4.
5.
6.
7.

am m l tt c ................................................. 11
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Mc lc

8.
9.

To dng cng ng: o rnh Internet ca bn

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10. ............................................ L
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KT LUN: THI I L BY GI, THNG IP L

MI MI................................................................... 178
PH LC A: BN C QUN IU G KHNG? .... 180
PH LC B: 5 TNG KINH DOANH M TI S
KHNG NG N
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10

Mc lc

11

am m l tt c

1
AM M L TT C

n mun thnh cng n mc no? l th

cm xc ch nhm tha mn bn thn? C khi
no bn thc trng m, trn ngp cc tng v
nhnggicm?Bncsnsnglmttcily
c hi sng hon ton theo cch ca mnh? Nu c,
bn tht may mn. May mn bi v bn sng trong
mt thi i m c hi dnh cho bt k ai c s
kinnhnvnhnggicmln.Bnnnbit,bi
lttcnhnggtiscptrongcunschny.

Ba nm trc, ti l mt g k quc vi nhng k

nngcngnghrthnch.Tisdngcctrang
12

am m l tt c

truyn thng mng x hi nh Facebook, Twitter v

Tumblrxydngmtthnghiucnhnsinhli
nhun. Khi , nhiu ngi khng sn sng chp
nhn s tht rng th gii kinh doanhx hi ang
thay i, v nu ti c gng ni vi bn rng bn c
thxydngmtsnghipkinhdoanhtorasgiu
c v hnh phc nht bn tng bit m khng cn g
hn ngoi nim am m v mt quyt tm sn sng
lm vicqunmnh, bn cthskhngtin ti. Mc
d vy, trong thi i ny, c hi l bt tn ti
khng ngh c nhiu ngi hiu c rng x hi,
cng vic kinh doanh v thm ch l Internet thay
inhthnovcuchuynmtispsakra
ystrnntllmhn.Nubncs quyt
tm v mong mun, n c th tr thnh cu chuyn
cabn,vitthigianvtinbchn.
ylvdchothysthayidinranhanh
thno:tigiptrngcoicahngrunhcacha
ti, Shoppers Discount Liquors (ca hng ru gim
gi),vthibngnt4triulaln50triu
la trong vng tm nm (19982005). Ti t ho v
iu . Nhng bn cnh hng ni cng vic, ti
b hng triu la vo qung co trn t New York
Times, Wine Spectator, v nhng n phm khc cng
nhqungcotrniphtthanhvtruynhnha
phng.Sovikhitibtuxydngthnghiu
cnhnvothng2nm2006ntnngyhmnay
13

am m l tt c

titiuttinhn(thn15nghnla)vtnt
m hi cng sc hn, v ti ang c nhiu nim vui
hntitngctrongcucimnh.Bncngm
hi cng sc, ng khng? Bn c th khng c cc
mi quan h, hoc bng cp, hoc ca ci, nhng vi
nimammvmhicngsc,bncthbin
ttcthnhhinthc.

3 NGUYN TC
Cthbnmuacunschnyvbnmunbitb
mtdntithnhcngcati.cthi,bmtca
tiltisngchvibanguyntckhngin:
Yugianhcamnh.
Lmvicctlc.
Sngviamm.
Chnginnhth.Lultikhngnhcn
Internet,cccngctruynthngmngxhi,thm
ch l cng ngh k thut, mc d chng quan trng
nttcnhnggtitctrongnhngnm
gny.lbitiolngthnhcngbngnim
hnh phc ca bn thn, ch khng phi cng vic
lmnlnnhthnohaykimcbaonhiutin.
V nh tun th ba nguyn tc trn, ti hon ton
hnhphc.
14

am m l tt c

Bn khng tin ti ? Cho rng l iu khng

th?Ticamoanvibnlngnhthy.
Nu bn vn khng sng theo nguyn tc s 1,
th hy thay i ngay t by gi, bi v nhng g ti
ang chun b ni vi bn trong cun sch ny s l
v ngha nu nh bn khng quan tm n gia nh
ca mnh. Gia nh lun l quan trng nht. Nhng
nunhbntutinlnhngu,bnlm
vic chm ch, nhng bn vn khng hon ton hnh
phc, c th l do bn khng sng vi am m ca
mnh.Vvth,hinhngngibncati,mcd
ch l 1/3 b mt dn ti thnh cng, nhng l
chic cha kha nguyn vn m ra cho bn cnh
cabcvothgiikinhdoanhmimmchngta
angsngngynay.
Hy sng vi nim am m ca bn. iu ny c
nghalg?Cnghalmisngthcdyilm,bn
c np y nng lng v bn s ni hoc lm
nhng g bn hng th nht. Bn khng sng ch
cc k ngh v bn khng cn cm gic c thot
khinhngthbnanglmcngvic,vuichiv
thginuchlmt.Thmchbnkhngcnquan
tmbnlmvicbaonhiutingmtngybivi
vi bn, khng ch l cng vic. Bn ang kim
tin,nhng bn s lm tt c nhng g bn anglm
mkhngcnctrcngmtngno.

15

am m l tt c

Cinynghecgingbnkhng?Bnangsng,
haychnginangkimsng?Bntiuqunhiu
thigianvocngvic,vytisaolilngphn
lmnhngthbnkhngthch?Cucsngqungn
ngi lng ph. Bn n bnthn to nn mt s
thayitolnchoiuttphn,vttcnhng
g bn phi lm l hy online v bt u s dng
nhngcngcangchsnbn.

IU BN CN PHI BIT
Trong cun sch ny, ti s gii thch tng bc
mtcchthcsdngttccccngctruynthng
mngxhitcthnhcngcthlmrung
chuyn th gii vi nhng ch khng nhc n,
nhng sn phm bn mun t vo tay tt c mi
ngi v khng ch xy dng cho mnh mt cng
vic kinh doanh, bn cn xy dng thng hiu c
nhn uy tn, em li tin bc cho bn v quan trng
hn,emnchobnttcnimhnhphcmbn
c th mong mun. Nhng ai sng vi am m
nhng vn kht khao thc y vic kinh doanh ca
mnhtinxahnnastmthyvikintimi
t c iu , cng nh bt k ai mun xy
dng mt thng hiu mnh cho mt sn phm hay
dchvtntisncngstmthyiuhaytrong
cunschny.
16

am m l tt c

Chngtascpnccchsau:
Lm th no truyn ti ht am m ca bn
votrangnhtkonline(blog)ctheodibi
hng nghn ngi c hng th vi thng hiu
cnhncabn.
Thnolsbonchenthcs.
Lmthnothuhtcschcaccnh
qung co c sut ngy lm phin bn, ly
c mt phn trong t li nhun qung co
cah.
Ti sao vic xydng mt thng hiu c nhn
thng qua truyn thng mng x hi li c tnh
quyt nh i vi s tn ti v tin b ngh
nghip ca bn, d lnh vc bn lm l g
chngna.
Ti sao bn nn lp k hoch pht trin s
nghipxoayquanhthnghiucnhncabn
v ri b ngh nghip hin ti cho d thm ch
bnangcmtcngvicngichngna.
Truyn thng mng x hi cung cp cho bn
nhng d liu cn thit tm ra xu hng x
hivchitichnhtiptheonhthno.
Ti sao cc nh truyn thng x hi khn kho
li l khch mi trong nhng ba tic honh
17

am m l tt c

trng v lm th no bn c th tr thnh mt
trongs.
Lmsaokimtintnhngcucnichuyn
giaodchtrctuyn.
Chinlcmarketinghiuqunht.
Ni no cu nhng ngun li nhun
khcnhau.
Cc cng ty nn s dng truyn thng mngx
hi th no nh hnh cu chuyn ca h v
cngcthnghiucngty.
Lm th no to dng c di sn, th quan
trnghntrmlntinbcvlnntngxy
dngmt thng hiuv cng vickinh doanh
thnhcngbnvng.
Truynthngmngxhiemnchoccdoanh
nhnvdoanhnghipchichatngthy hiu
rvtruyntithngiptikhchhng.Nhngai
c th nui dng nim am m, tin vo kh nng
tipcnngkinhngcvscmnhcanhngcng
ctruynthngmngxhissnsnggthic
thnhcngmcchatngthy.

CUC CHI THAY I

18

am m l tt c

AicngbitInternetidinchomttrongnhng
s chuyn giao vn ha ln nht k t thi bo in,
nhngtinghchngtaquchmtrongvicnhnra
rng n i din cho s chuyn bin ln lao nht
tronglchskinhdoanhttrcnnay.Npht
trintmtnitptrungcanhngtnnghinmy
tnh thnh ngi nh th hai cho a s ngi M,
nhng ngi vn dnh hng ting ng h mua sm
trc tuyn v ngy cng nhiu ngi trong s h
chuyn cuc sng x hi ca mnh ln mng nh c
cctrangmngxhinhFacebook,Youtube,Flickr,
Tumblr, v Twitter. S hon ton hp l nu y l
ni cc con mt tinh tng hng ti, ni vic kinh
doanhsphictrinkhai.ngtinluntheost
con ngi ni no c mt khch hng th cc nh
qung co u ho hc theo ui. H tng chi tin
voccphngtintruynthngtruynthngi,
truyn hnh, bo ch. Nhng phng tin truyn
thng ang mt dn lnh a ca mnh, nhng
ch cho th gii trc tuyn ang tng ngy tng gi
phttrin.Nhiucngtychabsungmhnhkinh
doanh tt hn, hiu qu hn vo chin lc kinh
doanh ca h. H s li tn. Nu cc cng ty ch s
dng phng tin truyn thng truyn thng cn tr
li c m khng thay i cho ph hp vi i th
cnhtranhmi,baminmsau,conchuchngta
s c chim ngng h trong cc vin bo tng
19

am m l tt c

cng vi s t m m chng dnh cho xng khng

longvhathch.

Ti ang sp sa pht ngn nhng cu nghe c v to tt,

mnh bo trong cun sch ny, nhng ti trn an bn
rng khng phi ti c gng tr thnh mt tn bng a
thch gy sc. Ti s khng bao gi pht ngn iu g nu
nh ti cha ngh k v n.

Cc nh qung co v cc cng ty cn tiu tin

sng, vy ti sao h li khng u t vo bn? Bng
vic xy dng mt thng hiu c nhn s dng
mnglitruynthngxhi,bnangthcsgip
h. V chi ph b ra s dng nhng trang ny
vovicphttrinkinhdoanhchlchttthigian
v cng sc, nhng cng c ny m rng ca cho
nbtkaicdngkhbcvocucchi.V
ngilbn,ngkhng?

KHNG BO CHA
Nhng,Garyny,mtvingicthsni,nim
ammcatikhngphithghayhovthch
hp chobn l nhru.Tirtthch cunsch Th
giicanghthutchintranh(WorldofWarcraft).Ti
20

am m l tt c

say m ma bng. Ti thng xuyn lm v ti gin

vtithchnhtltrnditnghmvibnbchi
bi. Ti mun xy dng mt cng vic kinh doanh,
nhng li khng th kim c tin t . Hn na,
ti cn tin thu nh, tin tr gp, cha m gi v con
nh,cckhonnnntthisinhvinvphchitr
chot.
Tt thi, Perez Hilton, Ze Frank, Veronica Belmort,
Heather Cocks v Jessica Morgan (gofugyourself.typepad.com)
cngtngnhvy.Hhontonthnhcngvbn
cngcthnhvy.Hybttayvothchinngay
bygi.
Nhng,aicthhi,Garyny,anhctheodi
tin tc nhng nm va qua khng? Nn kinh t ri
vo khng hong, nhiu ngi mt vic lm, ngi
tiu dng khng cn tiu pha nh trc, v cc nh
qung co cng thn trng hn na. V th, ti c
cunschnytmkimkhinonnbtumts
nghipkinhdoanh.
Khng c thi im ti bt u mt s nghip kinh
doanhtrphibnangbtumtsnghipkinhdoanh
tm thng. Ti ngh suy thoi kinh t l mt c hi
lnchottcmingitptrungquyttmvbt
u thnh cng. Ngi c th chim u th trong
nhnggiaionkhkhnlngicthchimlnh
thii.Qutht,chngtathynhiungiphi
21

am m l tt c

ng ca hng trong nhng nm qua, nhng nu h

aramtsnphmhocdchvthchhpvkhcbit,
c kh nng ln trong vic p ng nhu cu khch
hng,hskhngphingca.
C th bn ang tht nghip v bn ngh mnh s
btchcvitngtrongcunschnysaukhibn
gi n xin vic v gi vi cuc in thoi (loi
nxin vic truyn thng sp sa lithi, nhng ti
snivvn ny sau).Tuynhin, hy nicho ti
bit: Mi sng bn c nhy cng ln ho hc i lm
cngvicmbnvamt?Nukhng,tisaobnli
tmkimmtcngvicginght?Bnangcmtc
hikhtin.Hysdngttcthigianribnc
utchobnthnhocitheomtconnghon
ton khc vi con ng bn tng i, c th l con
ngmthduynhtphacuikhngphilmt
chicnghcchmkhcdngch:Cmnv
scnghincabnvmtbantichiataythnh
son tinbnvnghhu.Bncthlmtthn
thnunhbnsnsngsngvthibngamm
camnh.Hylmiu,vbnskhngcnphn
bit gia cuc sng cng vic v cuc sng ring t
ca bn na. Bn ch ang sng, v yu thch cng
viccamnh.
Vi nhng ai vn ang i lm, k c ang c mt
cng vic ng , cun sch ny cng dnh cho bn.
Hy ch nhnglinica ti, nubnmun sng
22

am m l tt c

cchvcthcnhtranhtrongnhngnmsauti
khng quan tm d bn lnh vc no: bn hng,
cng ngh, ti chnh, xut bn, bo ch, t chc s
kin, pht trin th trng, bn l, dch v, v.v, bn
vn s cn pht trin v xy dng thng hiu c
nhn. Tt c mi ngi TT C cn bt u suy
nghvbnthnnhmtthnghiu.Nkhngcn
lslachn;nlscnthit.
DNA1 ca ti khin ti mun kinh doanh, mun
chinh phc th gii, chin thng trong cc cuc cnh
tranhvmuacNewYorkJets2.Nhiungitrong
sccbnnhnthynhnggtilmvnghrng:
,thttuytvi!.Ticnhiuthmunchiasvi
cc bn. Nhng nu iu khng hp vi bn, ti
nghtivncthgip ccbn.CthDNAca
bn khc hon ton vi ca ti. Bn ch mun sng
mt cch thoi mi, chu cp cho nhng ngi thn
yu,chunbchotnglaimkhngphilolngqu
nhiu. Bn khng mun phi thay i cng vic ca
mnh. Bn c th kim c mt mc lng trung
bnhcaxhibngcchlmcngvicbnyuthch

DNAhayADN:chvitttcaAcidDeoxyribonucleiclmtphnt
acid nucleic mang thng tin di truyn m ha cho hot ng sinh
trngvphttrincaccdngsngbaogmcmtsvirus.

New York Jets, cn gi l Gang Green, l i bng bu dc chuyn

nghipcaM.

23

am m l tt c

hoccngvicbncmght.Nhnglmnhychn
cngvicbnyuthch!
Tt nhin tin bc v s an ton l quan trng, v
ti thc rt r nhiu ngi sng bng tin lng.
Nhng ti mun nhc li rng qu trnh m ti ang
spsaniytnnhiuthigian,cngsc,vs
tp trung, nhng khng tn nhiu tin, thm ch
khngcndngntin.Miththayi,btk
aicngucchi,chkhngchnhngngic
nhiutin.
Hccchsngtheonimammcamnh,bns
cttcstinbncnvbnscquynkimsot
hontonsphncamnh.lmtiuthttuyt
vi,bnsnithngkhng?

IU M CH BN
Chuyn g s xy ra nu bn khng c nng khiu
v k nng kinh doanh? ng lo, k nng l th r
tin,ammmilvgi.Nubntintngvobn
thn,cnimamm,bnbitiuvlmtthn
btkai,thmchchvimtviknngkinhdoanh
thit yu, bn c tim nng to dng mt s nghip
kinhdoanhhngtriula.
Gisbnthchcucvbntnhcbitrtnhiu
vsu.Thct,bncmthyxuhvvicbnthch
24

am m l tt c

su n mc no v vic bn thch ni v su ra sao.

Nhng khng c cch no bn c th kim tin nh
su,ngkhng?Sai.BncthsdngInternet
xy dng mt ni chia s nhng g bn mun ni v
suxutphttchnhtritimbn.ammrtdlan
ta.Nubnchuyntiammvinidunghp
dn v truyn b n thng qua cc cng c truyn
thngmngxhitigiithiutrongcunschny,
mtainhtichnghn,mtngigiiphttrin
th trng s c lc tm thy trang ca bn v tr
thnhngihmm3.Mtngyno,khitinghe
ni bn c th s dng mt loi su c bit bt
cnhiuhn80%sc,tisxemxtchikinh
doanhvlinlcvibn.Chngtacthcngnhau
to nn mt chng trnh trc tuyn, vit blog hoc
mt chng trnh pht thanh trn mng ni v am
mcabntipcnthtrngcuc,ngnhcng
nghip hng t . Chng ta truyn ti ni dung v
mi ngi lp tc s b thu ht, chng ta xy dng
mtcngngbngvictndngttccccngc
truynthngmngxhivcngnghcsn,chng
talmvicctlchtscvchngmychccngty
mi c ln nht nc s hi xin qungco trn trang
mngcachngta.T,chngtabtuxydng
chin lcqung b truynming vm thm nhiu
ChcnngBecomeafanTrthnhngihmm/Thchgingnh
trnFacebook.

25

am m l tt c

ngun li nhun, ri chic my m tin t ng s

lintckukaching!
Nim am m ca bn i vi loi su cng nim
ammphttrinthtrngcatittyusdnn
mt s nghip kinh doanh thnh cng. Nh tnh d
truy cp v d tip cn ca truyn thng mngxhi
v khng mt chi ph, bt k ai cng c th lm c
iu ny. Nhn vin bn hng Steve ngi lm
tngdoanhsbnhngchoBlockbustercntmkim
mt ngi nh Stan thit lp trang ngi hm m
Fellini v xy dng s nghip kinh doanh ph bnh
phim hng triula.Joanne Jogger chuyn ghi chp
cc bui hun luyn marathoncn nnh marketing
Marvinvtomttrangblogvchymarathonthnh
cng,thuhtNikelmnhtitrnhtrangblogny.
C ch cho tt c mi ngi trong th gii ca
truynthngmngxhi,cngnhcchchomi
ngitrongthgiikinhdoanhngynay.

Truyn thng mng x hi

=
Kinh doanh x Thi i4.

Nubnmuncgiithchkcnghnvtonbiuny,hy
githnchotcgitheoachgary@vaynermedia.com

26

am m l tt c

Tt c mingi uchin thng tronggi thuyt

ny.StanvJoannecvlnhngngithngcuc
lnbivhangtnhngchttsniting,tuy
nhinhvnchphasau.KhiStevevMarvinsng
vi am m ca h, tin ti i, h ang tn hng
thnh cng ln hn nhiu. Thc t, vi tt c s ni
ting trn Internet, xut hin trn knh truyn hnh
quc gia v trn cc n phm bo ch, chnh vic xy
dng thng hiu mi em n cho ti nim hnh
phchnbtkthg.
Cthbnangccunschnyvngh:Tuyt,
tilmtnhkinhdoanh,tikhngphinghvnimam
m ca mnh, ti ch phi tm ai c lng am m v s
dngammcahtoramtcngvickinhdoanh.
Cthth.Nunimammcabn,nimamm
thc s ca bn, khng phi l pht trin th trng,
marketing hay bn hng, bn cn tm ra n l g v
hy lm iu , nu khng bn s tht bi. Tuy
nhin, nu bn dnh nim am m cho pht trin
th trng, bn c th khng cn mt ngi cng s
noc.Ticngvy.

IU TY THUC VO BN
Nhngthngiptrongcunschnylmimi:
Hy lm nhng g khin bn hnh phc. Bin n
thnh iu n gin. Nghin cu. Lm vic chm
27

am m l tt c

ch. Nhn thng v pha trc. Cn nh khi ti m

Wine Library TV vo nm 2006, Facebook vn ch l
mttrchicasinhvin;tikhngmuntrthnh
mt g ng s c c rao bn ru cho tr v thnh
nin; nn ti khng th s dng Facebook mang
khch hng n vi chng trnh trc tuyn ca
mnh.Twittervamiraivkhngaibitnlg.
Tuy vy, khi nhng phng tin truyn thng xhi
nybtkpviias,tisdngttcvbit
cch bt chng lm vic cho mnh; nhng chng ch
thc y thnh cng ch khng to ra thnh cng
cati.Hynhiukhibnbtubinnhng
gic m v k hoch ca bn thnh hnh ng. Cc
cng c chng ta chun b tho lun trong cun sch
nysgipbnlantruyntngcamnhvem
n nhiu sc ht hn cho thng hiu c nhn ca
bn vi t thi gian v tin bc hn nhiu, nhng ch
ngisdngmitocchochngquynlc.
Sc mnh ca chng cng ch nh ngi th hin
chng m thi. Cng ngh, s tn tin v nhu cu
ngi tiu dng ang cng thay i mt tc
nhanhnnitrckhibncxongcunschny,
mt vi kh nng v tm vi ca nhng phng tin
ny c th thay i. Bt chp nhng thay i nh
chngtanhnthyngitiudnghocnhngnt
c trng ring ca cc cng c ny, chng s khng
nhhngnbctranhtoncnhbncththay
28

am m l tt c

itayli,nhngiukhngkhinchotmquan
trngcavicbnixethayitheo.Nhngcngc
ny s a bn n vi khn gi, ni bn c th i
theoh,tipcnvkhinhlngnghe.
Ti c th ch cho bn cch s dng truyn thng
mng x hi trng mt khu vn hay xy c mt
nginhhontonmi.Vingitrongsbnmun
tr thnh th trng ca mt thnh ph rt bnh
thng,ticthgipbntciu.Nhng
chodbntmctiucaoxahaykhimtnnhth
no, bn phi tip tc nh hng, iu chnh v to
ra s ci thinmtkhi ti khngcn t vnna. D
bn c thnh cng nh th no, bn cng khng th
ngi ngh, nu khng c s mc, sn s phai, v con
ngsbtuntn.Ngngpbucbnthnc
gng,mithbnhccystrnnvngha.
Thnhcngcabnhontonphthucvobn.

BIN NC THNH RU
ylthathun:Nubnthcsmunthtin
y, thnh cng y, v s hon thin cng y.
Tt c nhng g bn phi lm l nm bt n. Bi th
hy ngng than khc, ngng nhng l do bao bin.
Nu bn c mt cng vic gi hnh chnh, bn c
thlmcrtnhiuvogia7gitiv2gisng
29

am m l tt c

(9gitin3gisngnubncconnh),nnhy
hc cch yu thch cng vic trong nhng gi trc
bnhminhny.Tihaskhngkhkhngnubn
lm cng vic bn yu thch ch khng phi bt k
iu g khc. Ti khng quan tm nu bn vn ang
lclitmkimnimammcamnh,mtkhibn
hc cch t mi th vo trong th gii cng ngh
ang mi gi, bn c th bin nc l thnh ru
bncthbinnimyuthchcamnhthnhmts
nghip kinh doanh huyn thoi em li cho bn mt
ngtin,vbnvnlchnhmnh.
iu cui cng, cun sch ny khng ni v cch
torahngtriula,mcdncthgipbnlm
iu . Cun sch cp n vic m bo hnh
phc ca bn bng vic cho php bn sng mi ngy
mtcchammvhiuqu.Kinhdoanhkhngch
l to ra ng tin, v nu bn ngh nh th, bn s
chyti.Nubnquenthucvicccngctip
thxhimchngticptrongcunschny,ti
hyvngbnschnbctranhtoncnh.Qud
dng qun i iu g thc s quan trng mt khi
bnosuvonhngnhnhny.
Hy hc cch nh hng dng nc k thut s
ca tip th x hi xy dng mt s nghip kinh
doanhvqungbthnghiucnhndatrniu
bnyuthchnht,vbnschbgiihnbixa
bn mun cho thuyn ti mc no. Cc cng c
30

am m l tt c

truyn thng mng x hi Facebook, Twitter, Flickr

vttcnhngcicnlilnhngcontuhini
s a bn n th gii mi, cho php bn chia s
ammcamnh,phnbitbnviccithcnh
tranhvtruynbthnghiucabnnvivs
khchhng.
Bquytthnhcngcatichlcchmtgn
ng lm vic, tt nhin l th, nhng lm theo cch
camnhthchngvinhnggphhpviDNA
cabn,vttnhinhnhphctrnvnlcabn.

31

Thnh cng nm DNA ca bn

2
THNH CNG NM
DNA CA BN

ilmtthcthmuthun.Khngaitintng
vobnthnmnhnhiuhnti,nhngtili
thc r tm thiu quan trng ca mnh. Ti t quan
tm xemngi khcnghgvmnh, nhng ti thc
stntrngvchnnhngghni.Khingi
xem ng bnh lun trong mt bi gn y trn
Diggnation (mt trong nhng trang video blog ln
nhttrnInternet)nirngtixcphmdinnca
chng trnh, ti thc n 4 gi sng xin li tng
ngi mt. Ti thch khi nghip v xy dng s
32

Thnh cng nm DNA ca bn

nghip kinh doanh, nhng l do duy nht ti qu

trng ng tin l ti s cn rt nhiu tin khi mua
New York Jets (ti khng a t no u, ti thc s
munshuJets!Nmnhtiktkhitihc
lp ba). V mc d cu chuyn lm th no ti tr
thnhngimABCNewsgilngibnruca
truyn thngmng xhi, c Slate nhc nnh
l bc thy v ru trong thi i YouTube v
Nightlinettnkcungrubcnhtthgiica
Wayne theo mt cch no l cu chuyn v dn
nhp c to dng thnh cng ph bin nht tng
ck,thncnglmtiukl,khngchbi
k thut bin n thnh hin thc mi ch xut hin
mt vi nm trc m cn v khng mt ai khc c
DNAcati.
i vi mt doanh nhn, ti ni kh nhiu v
DNA,vcunschnyskhnglngoil.lv
ti tin tng chc chn rng con ng dn n s
nghip thnh cng ca bn nm nhng vng xoy
v vng quay hai vnh tai ca bn. Thc t, ti c
thchnnghinhnsthnhcngcaWineLibrary
TV, mt video blog nm th ru trc tuyn a
tilnbncamarketingmngxhinhvocha
mti,ngichotiDNAgiptiasnghip
ca mnh ln tm cao. Hn na, nhiu ngi tham
vng c sinh ra vi DNA xut chng, tuy nhin
cuicnglithyhdmchntichnghnghip
33

Thnh cng nm DNA ca bn

camnh,nhnnh,khs,btc.Tisao?Bivh
khnglmiuhsaymhnbtkthgkhctrn
i;hkhnglmnhngghcsinhralm.

BN PHI L CHNH MNH

Tilmtngimaymn.T khicnrtnh,ti
bitvchpnhnmnhlnhDNAcamnh,rng
ticsinhratrthnhngicacngchngv
xydngs nghipkinhdoanh.vlunl
ammcati.Tibitticsinhratrthnh
mt doanh nhn v cha ln no ti th lm th g
khc,nhcchngminhbinhngbngim
ton D v F m ti mang v nh khin m ti pht
in.Mcdtightphilmchomkhc,ticng
bittiphilchnhmnh,vnuiucnghal
ti phi giu i bn Hng dn chi bng chy Beckett
(Beckett Baseball Guide) trong quyn sch Ton khi
ngitronglpcthchunbkchobuitraoi
thbngchytiptheo,liubtbucphixy
ra. Tuy nhin qu nhiu ngi lm ng DNA ca h
tunththeonhngggianhhocxhitrng
i.Nhiungicngquytnhrngthnhcngs
nghipphinhntheomthngchcchn.ll
do ti sao ngi c sinhra thit k xep cui
cng li tr thnh mt lut s, hoc ai yu thch
th nghim vi cng vic trang im mi ngy li
34

Thnh cng nm DNA ca bn

qunquanhtrongcckhumuasmthtrn,hocai
khngthiumtngymkhngtbtvit
nhng dng suy ngh cho bi th mi ca h li s
dnghuhtthigiankhoanhbnhlicamtkhu
ITkhncp.ivitiiuthtinr.
Ti c gng ht mnh cho cun sch ny, khng
phi v ti ngh ti c th gip tt c nhng ai mun
tr thnh triu ph mc d ti kh chc chn l ti
c th m bi v n khin ti pht in khi bit
rngvncnhngngingoikiachanhnrarng
hkhngcnphinnh.Khngcsbochacho
bt k ai sng ht cuc i m ch lm nhng cng
vic h khng yu thch, thm ch l cm ght, di
ci c tin lng hay cm gic trch nhim. Internet
bin mi th tr nn c th cho bt k ai mun
sng ng hon ton vi bn thn v kim tin mt
thc s bng cch bin nhng g h yu thch nht
thnhthnghiucnhncah.Khngcnskhc
bitgiabnlaivbnlmnghg.
Ngaybygi,dthngipitheotinggihnh
phccabnnghecvdchuvmcngthno,
ng hiu lm nu bn lm mi th theo cch ti
bo,bnslmvicvtvhnbntnglmvic
trong cuc sng. Nhng ti tn thnh vi quan im
rng gian kh rn gia chng ta. i ln t bn tay
trng tht c ch i vi gia nh ti. N cng em
nchotinimkhaokhtccttcvsthng
35

Thnh cng nm DNA ca bn

thibitrngkhngcchuyngngbntm.
Thc t l ti tin rng nu mi th d dng hn vi
gia nh ti trong nhng ngy u, ti s khng bao
gitcnvtrhinti.kcuchuyn,
chngtaphiquaylithiqukh.

T CHN LN NC M
Gia nh ti chuyn n y t Belarus thuc X
Vitc,vonm1978.Bti,Sasha,ctruyncm
hng i n M bi mt ng bc nhp c nhiu
nm trc. ng quay tr li Belarus thm em gi
mnh v v th b ti bit c rng nc M l ni
mbncthxydngmtcucsngcaringmnh
theonhngquytccabn,vbncngkhngphi
chsutingxphngchmuamtbnhm.L
mt thng gia bm sinh, b ti bit nc M l ni
mtnglaicacgianht.Lnhngngi
Do Thi, chng ti c php xin t nn chnh tr
ncngoi,vsauhngthngtritriquathiquan
liuvchimimnov,cuicngchng
ti cng t c chn n Queens, New York. Tht
khngmay,bctiquaitngtngaytrckhi
chuyn khi hnh ca chng ti bt u, nhng con
ca bc y rt tt vi chng ti m ti, cha ti,
mt cu nhc ba tui l ti (lc y c gi l
Gennady),btivccccatichonkhichng
36

Thnh cng nm DNA ca bn

ti c th chuyn n mt cn h nh c thu xp
bimttchcngiDoThi.Lcbygi,chngti
tinchcrngphxucltvngdanhting.
Bngoitibsthikhongsutunsau.Nn
kinh t ang suy thoi, v cng vicxy dngm b
tispttrckhitchnntncnybc
hichtrongmtvithng.Mtlnnagianhca
bctigipbngcchnghbtilmcng
vic a hng cho cc ca hng ru Clark,
NewJersey.
Thi gian qu l kh khn. Ti vn cn xc
ngkhinhlilcchamtiibvidmnv
ra khi Kmart mua cho ti khng ch mt, m hai
nhnvttrongphimhnhngChintranhgiaccv
sao cho sinh nht su tui ca ti. i vi nhng gia
nhsngvikhonthunhpeohpnhchngti
emgiti,Elizabethraivothigianthl
mtkhonln.Mcdvy,tikhngthythnhvin
notronggianhkucanhiuvtinnong,haybt
k iu g khc lin quan. Chng ti c sc khe v
sng nng ta vo nhau, chng ti cn cn g hn
thna?
Chng tiha nhp nhanh chng cha m ti i
tn ti thnh Gary khi chng ti n M nhng
nh,tivncgilGennady.Khnginom
tilmriltthtchobatinhnhngbmngi
37

Thnh cng nm DNA ca bn

M.nh,chngtinbpcinhivctrchng
hp. Chng ti cha tng phi dng n thuc men,
chctr;vnuaim,chngtisxoavodkaln
ngc.Tikhngbaogimunkchobtkaivicti
bttayhocbngtaybivhsngaylptcgi
rngtinntvoy.
B ti rt thng minh v kho xoay x, nn khng
mt nhiu thi gian ng lm vic theo cch ca
mnh v tr thnh qun l, sau l ch mt ca
hng ru nh Clark. Trc nm 1993, ng cng
ngibnmuamtcahngnh,vsaunyng
c ca hng rng ti hn 12.000m. Nhiu nm sau,
sau khi ti tham gia cng vic kinh doanh, chng ti
xy dng Wine Library by gi cng a im.
N rng ti hn 120.000 m, khc xa so vi ca hng
ban u, c gi l Shoppers Discount Liquors v
trng ging ht hnh dung ca bn v mt ca hng
rugimgi.
B m ti kht khao kht khao nui nng gia
nh,vkhtkhaochinthng.Btilmvicctlc,
nnitikhngbitgnhiuvngntnkhiti
14 tui. Tuy nhin ti dnh nim knh trng ln lao
i vi nhng g ng lm cho chng ti. Nh s
lm vic chm ch v liu lnh ca ng, chng ti
trthnhvdinhnhchocuchuynthnhcng
ca nc M. Vo nm 1978, chng ti trng tay v
khng ni c ting Anh; n nm 1985, ti l a
38

Thnh cng nm DNA ca bn

tr u tin khu nh c my chi in t cm tay

Nintendo.Bncthhiuldotisaobtilngi
hngtronglngti.Sbitncatiivinhng
g ng lm thc y ti c tham vng a s
nghipkinhdoanhcamnhnnhngtmcaomi.

S LN NGI CA DOANH NHN

Nhn b ngoi b ti v ti rt khc nhau, mc d
timangtrongmnhrtnhiusnhithuytvtho
vtcang.Tigingmnhiuim,rtlinhhot,
l chnh mnh, ci m vi mi ngi v c ni tm
mnhm.Chatilngikhktthn.Khngdg
ng m rng cnh ca tm hn mnh, nhng mt
khi ng lm iu , xem nh bn l ngi trong
nh. Ti ngng m ng v cng, nhng ti c
nhiu ngi c th c c hi hiu ng hn. S khc
bit ln gia chng ti l b ti cho php cm xc
iukhinccquytnhcamnh.Tisngvam
m, nhng cho cm xc chi phi cc quyt nh
kinhdoanhsliubtkh.
Mcdvy,nuquansttitlcb,khngaic
th ph nhn rng DNA doanh nhn ca cha ti
chymnhmtrongcthti.Thduynhttiam
mhnckinhdoanhvkimtinlNewYorkJets.
Khiticnb,ngihngxmcatinirngma
nocngcviclm.Vomahtislauxecho
39

Thnh cng nm DNA ca bn

cy,mathutiscoltrongvnvtrongsut
mang,tisdnschtuyt.Cmtmaxun,ti
cthoatrongsnnhcy,sautibmchung
ca v bn cho c y mt b hoa. Ti vn t ho v
bcuy,linhunbnlthtngkinhngc.
Ti thc s hc c bi hc kinh doanh u tin
khi nghin mn bng chy. M ti a ti n mt
khu ch tri, ti mua mt vi b th bng
chyv quyn Hng dn gi c chi bng chy Beckett
(BeckettBaseballCardPriceGuide).Nhmchoti
thynhngtmthtimuathcscgitr.Ti
vncnnhcmxckhinhnrathgiicamnh
thayi.Cmxcyvnvnnguynkhisaunyti
nhnratimnngthtrngru,khilnutinti
tip cn Internet, v khi ti xem video blog u tin.
Tr chi kt thc. Tm bit nhng quy bn nc
chanhding,xinchonhngthbngchy.Chng
tichuynnHtHunterdon,NewJerseykhitihc
lp tm. Nhng th bng chy ging nh Donkey
Kong5ngitrngmicati,vchtrongvitun
tikimcbntin.
Mt ngy n, nhn vin khu thng mi a
phngthngbohangngcaimtchngtrnh
thbngchy,vkhnginotibldpny.Ti
kim c hng trm la nh bn th cho cc
5

DonkeyKong:MtchuitrchivideodoShigeruMiyamotosngto.

40

Thnh cng nm DNA ca bn

bnhclptm,,nntigomhtcanmxinchati
con s ln nht ti c th ngh n 1000 la.
Khng th tin c (mc d sau ny ti nhn ra n
ginchlconngibti),ngastin
choti.Stinangnngbngtrongtiqunti,nn
ti lp tc i n Costco v dng s tin mua
nhiu hp th. Ti bit khng phi l mt nm
thunlinhngtithiukinnhn(lncuicng
tinhth).ngnhdon,khitimchngra
vtmgitrcachngtrongcunhngdngic,
tiphthinrachngchnggikhong200la.
itrii,tithcsgprcri!
M ti ch hai ngi bn ca ti, Jason Riker v
JohnChurcak,vtinkhuthngmichngti
muamtcibnbuitrnhdin.Chngtinht
trtrclskhngmuabnnuntnhn20la.
Chngtihingitchcvnginngnng
hn180kgxuthin.Chong,tini,Baonhiu
tin cho bui trnh din tha ng? 150 la. 150
la! Tia tin, bt tay ng y,v i ra ngoi, b
mc cc bn ti ang h hc mm kinh ngc. L tr
mchbotilmt tngthi,nhngs liu
lnhnivitirng:Hychpnhnn,vtilun
lunlngnghesliulnhcamnh.
Trckhivnhvkchobmtinhnggti
lm, ti gn nh sp khc, v ng nh ti ngh,
hkhngbpcti,mcdtichclhmun
41

Thnh cng nm DNA ca bn

lmnhth.Thayvvy,chatiningyhyvng
vic mt s tin ng gi vi mt bi hc kinh
nghim. Cha ti l mt ngi thng thi. Ti vo
phngcamnhquyttmchngtchongthyti
tham gia iu ny khng ch thu v mt bi hc.
Ngnlaquyttmhnghcchyvkhngino
tichuthuacuc.
Ngyhmsauchngtidngbnviuutin
ti lm l nghin cu th trng ti i b xung
quanh bui trnh din thm d xem mi ngi ang
bnth g.Sautiiuchnh,hgi tt cs th
chng ti c v m bo rng n thp hn bt k ai
angbnthnhchngti.Chngtithnhcng
vkimc tin. T, ti trnh din tt c nhng
g mnh c th. M ti, ngi bun th v m ca
BrandonWarneke,bnthnnhtcatischchng
ti i d tri c tuyt hay ma n Bridgewater,
Hillsborough, Edison, Raritan, bt c ni no c bui
biudin,vlnnoticngchinthng.Tihc
c mt trong nhng bi hc kinh doanh u i
s khan him to ra ham mun. Chin lc ca ti
khngin,timuanhngbthkhngcnhc
n trong cun sch ca Beckett v qung co chng
to ra th trng. Bn ang ngh ti l mt tay
bun gian ln. Khng h. Ti l mt ngi lc quan.
Mt ngi bi quan s thy nhng tm th khng c
trong cun sch l v gi tr. Ti, tri li, ngh mt
42

Thnh cng nm DNA ca bn

cch v t rng nu nhng tm th ny khng c

trongschhngdn,chngchchnphicgitr.
Ti tr li cho cha ti mt nghn la mn
trongkhongbahaybnthng,vsautitiptc
kimtin.Ritibcsangtui15vbkorakhi
khuthngmivbcvocahngru.

HC KINH DOANH
Tmtngvuakinhdoanhthbngchytlm
ca Ht Hunterdon ngp trong tin n vic lu bu
vihailamtgiqulmtstutdckhkhn.
Phinlc16tui,timicphpngtrnsn
nh v lm mt ngi thu ngn. Khng qu th v,
nhng cn hn hng ting dn v lau k gi. Ti
khngcungbtcthgchngtibn(cham
ti rt nghim khc), nhng ti rt gii ghi nh d
liu, nn khi vic bun bnchm li, tilt qua cc
tp ch kinh doanh git thi gian v sau ng
dng nhng g ti hc c gip khch hng.
Mt trong nhng cun tp ch l Wine Spectator.
Bith,cahngcttnCahngrugimgi
lvldo.Cngvickinhdoanhcachngtich
yu l bn ung nng. Bia cng l mt th bn
chychimkhong33%lngungccahng.
Nhng ti hc c hai iu t khong thi gian
ng sau bn thu ngn. u tin, nh c Wine
43

Thnh cng nm DNA ca bn

Spectator, ti hc c rng c c mt nn vn ha
ungrucscvngitasutmngingnh
cch ti su tm cc th bng chy, nhng mn
chiStarWarsvtruyntranh.iuthtthvvi
ti.Ticngbtumtquylut:mingis
bc vo mua Absolut hay Johnnie Walker v ti
bit rng ti hay bt k nhn vin no c ni r c
hng v nhng nhn hiu khc, h vn bc ra vi
chai Absolut hay Johnnie Walker. Nhng nhn hiu
qu vng chc. Mc d vy, ngi mua ru
thng bc vo vi v hi lng l v dnh mi
pht nhn mt cch ngp ngng vo cc nhn hiu
nh th hy vng mt chai ru s nhy ra v gii
thotchohkhivicaraslachn.Tirtrat
kinh nghim kinh doanh th bng chy rng mi
ngi mun c khuyn ci g tt v c gi tr, v
rng h thch cm gic ln u c tri nghim th
gmkhngphiaicngcthcmnhnc.

chuyn l k nng b coi nh nht t trc n nay

trong kinh doanh.

Nhng ngi mua ru, khng nh nhng khch

hngmuaungccnmnh,nnhnnhnggi
tiara,vtinhnrahtngtrngchochi.
44

Thnh cng nm DNA ca bn

Ti nhn ra xu hng x hi bin ci bt u

nh mt s thch ngu nhin i vi ru tr thnh
ni m nh. Ti bt u khi nghip Shoppers
DiscountLiquors,banucmghttnggiypht
, nhng by gi ti quyt tm bin ni ny tr
thnhcahngrusmtncM.

BIN I TH GII RU
Khng ai nui o tng rng ti s tr thnh mt
hcgidanhtingkhitibtuhclpmimt
trng trung hc. K hoch ca ti ch l c gng tt
nghipvdnhtonbthigianlmviccahng
ru.Vothng2,mtihitinhvotrngi
hc no. i hc ? Tht may mn, ti nhn c l
thttrngMountIdaNewton,Massachusettsvi
ngysau.Tiinthngtinvo,vnmathu,
MountIdatrthnhnginhcati.Mcdvy,
trc,cucsngcatilcahng,vtisvn
vnhvomicuitunlmviccahng.
Thng9nm1995,khiangngichitrongphng
ktccamtngibnthanhybtmytnhln
v gii thiu cho ti th c gi l Internet. Ti
bnblangthangkhpccphngchatbtchuynvi
cc c gi, sau ti h ra v dng ht thi gian
45

Thnh cng nm DNA ca bn

ln m cc din n trao i th bng chy v tnh

tonxemtissdngthnythnophttrin
ca hng. Ti tin chc hon ton rng y s l cng
vickinhdoanhtrongtnglaicamnh.Smtmt
nmnaticcanmcpvichativvic
bn ru qua mng. Ti c th ni g y, cha ti l
mt con ngi ng s. u tin ng phn i.
Nhng ng t nim tin ti, v ngay khi ng mi
lngtibtubcvocucua.
Winelibrary.comraivothng6nm1997(bn
thn ca hng khng ly tn l Wine Library cho
ntnnm1999).Cahngbnc23triula
vonm1994.Tibtulmvictonthigiansau
khi tt nghip vo nm 1998 v pht trin cng vic
kinh doanh t 4 triu ln 10 triu la trong khi s
tin thu c t bn hng trc tuyn l con s 0.
Trcnm2001,chngtikimc20triu
la. Khng ti. Khng ti cht no. Cuc sng tt p
vcngvickinhdoanhnr.Huhtnhnggn
ngtuitisnghrnghthnhcng.
Sau , vo sinh nht ln th 30 ca ti, ngy 14
thng11nm2005,lcanglixetcngtyvnh,
nghvnhngthngngyqua,tinhnrarngd
cucsngcvhonhonhthno,tivnkhng
hnhphctrnvn.Tibittysutmhnmnh
s khng bao gi ti mua c Jets nu ti c dm
chntrnconngbnl.nlclmmtc
huchln.
46