TEDRichard BransonLife at 30000 feet中英.docx
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TEDRichard BransonLife at 30000 feet中英.docx
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TEDRichardBransonLifeat30000feet中英
RichardBranson:
Lifeat30,000feet
ChrisAnderson:
WelcometoTED.
RichardBranson:
Thankyouverymuch.ThefirstTEDhasbeengreat.
CA:
Haveyoumetanyoneinteresting?
RB:
Well,thenicethingaboutTEDiseverybody'sinteresting.IwasverygladtoseeGoldieHawn,becauseIhadanapologytomaketoher.I'dhaddinnerwithherabouttwoyearsagoandI'd--shehadthisbigweddingringandIputitonmyfingerandIcouldn'tgetitoff.AndIwenthometomywifethatnightandshewantedtoknowwhyIhadanotherwoman'sbig,massive,bigweddingringonmyfinger.And,anyway,thenextmorningwehadtogoalongtothejewelerandgetitcutoff.So--(Laughter)--soapologiestoGoldie.
CA:
That'sprettygood.So,we'regoingtoputupsomeslidesofsomeofyourcompanieshere.You'vestartedoneortwoinyourtime.So,youknow,VirginAtlantic,VirginRecords--IguessitallstartedwithamagazinecalledStudent.Andthen,yes,alltheseotheronesaswell.Imean,howdoyoudothis?
RB:
IreadallthesesortofTEDinstructions:
youmustnottalkaboutyourownbusiness,andthis,andnowyouaskme.SoIsupposeyou'renotgoingtobeabletokickmeoffthestage,sinceyouaskedthequestion.(Laughter)
CA:
Itdependswhattheansweristhough.
RB:
No,Imean,IthinkIlearnedearlyonthatifyoucanrunonecompany,youcanreallyrunanycompanies.Imean,companiesareallaboutfindingtherightpeople,inspiringthosepeople,youknow,drawingoutthebestinpeople.AndIjustlovelearningandI'mincrediblyinquisitiveandIlovetakingon,youknow,thestatusquoandtryingtoturnitupsidedown.SoI'veseenlifeasonelonglearningprocess.AndifIsee--youknow,ifIflyonsomebodyelse'sairlineandfindtheexperienceisnotapleasantone,whichitwasn't,21yearsago,thenI'dthink,well,youknow,maybeIcancreatethekindofairlinethatI'dliketoflyon.Andso,youknow,sogotonesecondhand747fromBoeingandgaveitago.
CA:
Well,thatwasabizarrething,becauseyoumadethismovethatalotofpeopleadvisedyouwascrazy.Andinfact,inaway,italmosttookdownyourempireatonepoint.Ihadaconversationwithoneoftheinvestmentbankerswho,atthetimewhenyoubasicallysoldVirginRecordsandinvestedheavilyinVirginAtlantic,andhisviewwasthatyouweretrading,youknow,theworld'sfourthbiggestrecordcompanyforthetwenty-fifthbiggestairlineandthatyouwereoutofyourmind.Whydidyoudothat?
RB:
Well,Ithinkthatthere'saverythindividinglinebetweensuccessandfailure.AndIthinkifyoustartabusinesswithoutfinancialbacking,you'relikelytogothewrongsideofthatdividingline.Wehad--wewerebeingattackedbyBritishAirways.Theyweretryingtoputourairlineoutofbusiness,andtheylaunchedwhat'sbecomeknownasthedirtytrickscampaign.AndIrealizedthatthewholeempirewaslikelytocomecrashingdownunlessIchippedinachip.Andinordertoprotectthejobsofthepeoplewhoworkedfortheairline,andprotectthejobsofthepeoplewhoworkedfortherecordcompany,Ihadtosellthefamilyjewelrytoprotecttheairline.
CA:
Post-Napster,you'relookinglikeabitofagenius,actually,forthataswell.
RB:
Yeah,asitturnedout,itprovedtobetherightmove.But,yeah,itwassadatthetime,butwemovedon.
CA:
Now,youusetheVirginbrandalotanditseemslikeyou'regettingsynergyfromonethingtotheother.Whatdoesthebrandstandforinyourhead?
RB:
Well,Iliketothinkitstandsforquality,thatyouknow,ifsomebodycomesacrossaVirgincompany,they--
CA:
Theyarequality,Richard.Comeonnow,everyonesaysquality.Spirit?
RB:
No,butIwasgoingtomoveonthis.WehavealotoffunandIthinkthepeoplewhoworkforitenjoyit.AsIsay,wegoinandshakeupotherindustries,andIthink,youknow,wedoitdifferentlyandIthinkthatindustriesarenotquitethesameasaresultofVirginattackingthemarket.
CA:
Imean,thereareafewlaunchesyou'vedonewherethebrandmaybehasn'tworkedquiteaswell.Imean,VirginBrides--whathappenedthere?
(Laughter)
RB:
Wecouldn'tfindanycustomers.(Laughter)(Applause)
CA:
Iwasactuallyalsocuriouswhy--Ithinkyoumissedanopportunitywithyourcondomslaunch.YoucalleditMates.Imean,couldn'tyouhaveusedtheVirginbrandforthataswell?
Ain'tvirginnolonger,orsomething.
RB:
Again,wemayhavehadproblemsfindingcustomers.Imean,wehad--often,whenyoulaunchacompanyandyougetcustomercomplaints,youknow,youcandealwiththem.Butaboutthreemonthsafterthelaunchofthecondomcompany,Ihadaletter,acomplaint,andIsatdownandwrotealongletterbacktothisladyapologizingprofusely.Butobviously,therewasn'talotIcoulddoaboutit.Andthensixmonthslater,orninemonthsaftertheproblemhadtaken,IgotthisdelightfulletterwithapictureofthebabyaskingifI'dbegodfather,whichIbecame.So,itallworkedoutwell.
CA:
Really?
Youshouldhavebroughtapicture.That'swonderful.
RB:
Ishouldhave.
CA:
So,justhelpuswithsomeofthenumbers.Imean,whatarethenumbersonthis?
Imean,howbigisthegroupoverall?
Howmuch--what'sthetotalrevenue?
RB:
It'sabout25billiondollarsnow,intotal.
CA:
Andhowmanyemployees?
RB:
About55,000.
CA:
So,you'vebeenphotographedinvariouswaysatvarioustimesandneverworryingaboutputtingyourdignityonthelineoranythinglikethat.Whatwasthat?
Wasthatreal?
RB:
Yeah.WewerelaunchingamegastoreinLosAngeles,Ithink.No,Imean,Ithink--CA:
Butisthatyourhair?
RB:
No.CA:
Whatwasthatone?
RB:
Droppinginfortea.
CA:
OK.(Laughter)
RB:
Ah,thatwasquitefun.Thatwasawonderfulcar-boatinwhich--
CA:
Oh,thatcarthatwe--actuallywe--itwasaTEDstereventthere,Ithink.Isthat--couldyoustillpauseonthatoneactually,foraminute?
(Laughter)
RB:
It'satoughjob,isn'tit?
CA:
Imean,itisatoughjob.(Laughter)WhenIfirstcametoAmerica,Iusedtotrythiswithemployeesaswellandtheykindof--theyhavethesedifferentrulesoverhere,it'sverystrange.
RB:
Iknow,Ihave--thelawyerssayyoumustn'tdothingslikethat,but--
CA:
Imean,speakingofwhich,tellusabout--
RB:
"Pammy"welaunched,youknow--mistakenlythoughtwecouldtakeonCoca-Cola,andwelaunchedacolabottlecalled"ThePammy"anditwasshapedabitlikePamelaAnderson.Butthetroubleis,itkeptontippingover,but--(Laughter)
CA:
DesignedbyPhilippeStarckperhaps?
RB:
Ofcourse.
CA:
So,we'lljustrunacouplemorepictureshere.VirginBrides.Verynice.And,OK,sostopthere.Thiswas--youhadsomeawardIthink?
RB:
Yeah,well,25yearsearlier,we'dlaunchedtheSexPistols'"GodSaveTheQueen,"andI'dcertainlyneverexpectedthat25yearslater--thatshe'dactuallyknightus.Butsomehow,shemusthavehadaforgetfulmemory,Ithink.
CA:
Well,Godsavedherandyougotyourjustreward.DoyouliketobecalledSirRichard,orhow?
RB:
Nobody'severcalledmeSirRichard.OccasionallyinAmerica,IhearpeoplesayingSirRichardandthinkthere'ssomeShakespeareanplaytakingplace.Butnowhereelseanyway.
CA:
OK.Socanyouuseyourknighthoodforanythingorisitjust...
RB:
No.Isupposeifyou'rehavingproblemsgettingabookinginarestaurantorsomething,thatmightbeworthusingit.
CA:
Youknow,it'snotRichardBranson.It'sSirRichardBranson.
RB:
I'llgogetthesecretarytouseit.
CA:
OK.Solet'slookatthespacething.Ithink,withus,we'vegotavideothatshowswhatyou'reupto,andVirginGalacticupintheair.(Video)Sothat'stheBertRutandesignedspaceship?
RB:
Yeah,it'llbereadyin--well,readyin12monthsandthenwedo12monthsextensivetesting.Andthen24monthsfromnow,peoplewillbeabletotakearideintospace.
CA:
SothisinteriorisPhilippeStarckedesigned?
RB:
Philippehasdonethe--yeah,quiteabitofit:
thelogosandhe'sbuildingthespacestationinNewMexico.Andbasically,he'sjusttakenaneyeandthespacestationwillbeonegianteye,sowhenyou'reinspace,yououghttobeabletoseethismassiveeyelookingupatyou.Andwhenyouland,you'llbeabletogobackintothisgianteye.Buthe'sanabsolutegeniuswhenitcomestodesign.
CA:
Butyoudidn'thavehimdesigntheengine?
RB:
Philippeisquiteerratic,soIthinkthathewouldn'tbethebestpersontodesigntheengine,no.
CA:
Hegaveawonderfultalkheretwodaysago.
RB:
Yeah?
No,heisa--
CA:
Well,somepeoplefounditwonderful,somepeoplefounditcompletelybizarre.But,Ipersonallyfounditwonderful.
RB:
He'sawonderfulenthusiast,whichiswhyIlovehim.But...
CA:
So,now,you'vealwayshadthisexplorationbuginyou.Haveyoueverregrettedthat?
RB:
Manytimes.Imean,Ithinkwiththeballooningandboatingexpeditionswe'vedoneinthepast.Well,IgotpulledoutoftheseaIthinksixtimesbyhelicopters,so--andeachtime,Ididn'texpecttocomehometotellthetale.Sointhosemoments,youcertainlywonderwhatyou'redoingupthereor--
CA:
Whatwastheclosestyougotto--whendidyouthink,thisisit,Imightbeonmywayout?
RB:
Well,Ithinktheballoonadventureswere--eachonewas,eachone,actually,Ithinkwecameclose.And,Imean,firstofallwe--nobodyhadactuallycrossedtheAtlanticinahotairballoonbefore,sowehadtobuildahotairballoonthatwascapableofflyinginthejetstream,andweweren'tquitesure,whenaballoonactuallygotintothejetstream,whetheritwouldactuallysurvivethe200,220milesanhourwindsthatyoucanfindupthere.Andso,justtheinitialliftofffromSugarloafto
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