转：（双语）创业必读的7本书

Reading is a great tool to change the way you think and open your mind up to new solutions. When you read you realize that people in this world have already faced the majority of the same problems that you face now. You can then adapt their experiences to yours. Reading will give you the perspective you want and the education you need.

阅读可以改变你的思维方式，开拓视野，帮助你想出新的解决方案。通过阅读你会发现，在这个世界上有人曾经遇到过你现在所面临的大多数问题。你可以借鉴他们的经验。阅读可以为你提供想要的视角和所需的教育。

Here is a list of seven must-read books for the budding entrepreneur:

下面是创业新人不得不看的七本书。

1. The Choose Yourself Guide to Wealth by James Altucher

1. 《通往财富之路的自我选择指南》（The Choose Yourself Guide to Wealth），作者詹姆斯•阿图切

Altucher basically makes the argument to those still working in the corporate world that a life of employment as we’ve known it is obsolete. The only future for everyone will mainly lie in budding entrepreneurs taking the risk to invest in themselves, to choose themselves and to start doing the work that makes them solopreneurs.

阿图切主要面向那些依旧在公司打拼的人们阐述他的观点：我们所熟知的就业方式已经过时。对每个人来说，未来的唯一希望或许在很大程度上掌握在新生代创业者手中，他们敢于冒险进行自我投资，选择自我，开始努力使自己成为独立的创业者。

This guide will walks you through many of Altucher’s own failures, successes and ideas for wealth creation and is sure to challenge and change the way you think about your work.

这本指南将向你讲述阿图切自己在创造财富的过程中所经历的失败、成功和一些想法，肯定会挑战甚至改变你对工作的看法。

2. Ask by Ryan Levesque

2. 《问》（Ask），作者瑞安•勒文斯克

The extended title of the book pretty much sums it up: “The counterintuitive online formula to discover exactly what your customers want to buy … create a mass of raving fans … and take any business to the next level.”

这本书的副标题几乎概述了全书的内容：“揭秘反常规的发掘用户实际需求的线上营销公式……教你如何培养一批铁杆粉丝……推动公司走向更高层级。”

Levesque takes readers through the art of figuring out exactly what customers want and then further walks through his very scientific approach to selling it to them. Sales are your business. If you don’t have revenue, you don’t have a business. You’ll garner powerful insights into how you grow your business with Levesque’s bestseller.

勒文斯克向读者讲述了如何准确找到客户的真正需求，并分享了他所总结的科学推销方式。对于公司来说，销售意味着一切。没有销售带来的收入，公司也就无法生存。对于如何发展公司，勒文斯克的这本畅销书总结了许多深刻的见解，必定能让创业者获益匪浅。

3. Email Marketing Rules: A Step-by-Step Guide to the Best Practices That Power Email Marketing Success by Chad White

3. 《电子邮件营销法则：成功电子邮件营销最佳实践分步指南》（Email Marketing Rules: A Step-by-Step Guide to the Best Practices That Power Email Marketing Success），作者查德•怀特

Marketers today will tell you that your email list is your lifeline and the most important asset a company can have under their belt. You have to create a successful email list and subsequent email-marketing campaign or you simply won’t be able to compete in today’s business world.

如今的市场营销人员会告诉你，你的电子邮件列表便是你的生命线，是一家公司能够掌握的最重要的资产。你必须创建一份成功的电子邮件列表，成功组织后续的电子邮件营销活动，否则，你便无法在当今的商业世界中立足。

White’s book is a powerful learning tool that will act like a mentor, teaching you the tricks of the trade in an easily broken-down format so you can take action.

怀特的书便是一个强大的学习工具，它就像是一位导师，用易于分解的方式，教你学会电子邮件营销的各种技巧，以便于你采取行动。

4. Zag by Marty Neumeier

4. 《急转弯》（Zag），作者：马蒂•诺伊莫尔

While Neumeier’s book is several years old, it’s powerful white-board-style approach takes you through the strategies of the most powerful brands in the world.

诺伊莫尔的这本书早在几年前便已出版，它通过强大的白板式方法，向读者讲述了全世界最强大的品牌所采取的策略。

These brands have expertly learned how to differentiate from the competition. As the book title implies, when everyone zigs, these brands zag. Learn the effective strategies of the best global brands out there and how you can apply them to your brand.

这些品牌均熟练掌握了如何实现与竞争对手的差异化。正如书的标题所示，当绝大多数同行转向同一个方向时，这些品牌却选择转向其他方向。通过这本书了解最佳全球品牌的有效策略，并学会如何将这些策略应用于自己的品牌。

5. Big Bang Disruption: Strategy in the Age of Devastating Innovation by Larry Downes and Paul Nunes

5. 《大爆炸式破坏：破坏性创新时代的战略》（Big Bang Disruption: Strategy in the Age of Devastating Innovation），作者：拉里•多尼斯和保罗•纽恩斯

Authors Downes and Nunes walk through strategies for keeping your business at the forefront so it doesn’t fall prey to innovative forces that could quickly derail it.

创新力量会迅速毁灭一家公司，作家多尼斯与纽恩斯在书中阐述了哪些战略可以使公司始终处在行业前沿，避免成为创新力量的牺牲品。

Think of how quickly companies such as Uber have disrupted taxi companies or smartphones have made GPS units virtually irrelevant. With plenty of examples and tips for how you can remain innovative, this book is a great one to keep handy to read now and again in the future as your business scales.

不妨想想那些发展迅猛的公司，比如Uber如何瓦解出租车公司，或者智能手机如何令GPS被边缘化。这本书中列举了许多如何保持创新的例子和建议，不论现在还是未来公司规模扩大的时候，这本书都值得摆在案头，随时翻阅。

6. Rework by Jason Fried

6. 《重来》（Rework），作者：贾森•弗莱德

Mark Cuban said that he would hire someone who had read this book over a Harvard MBA graduate. That’s how highly he esteems the content put together by Jason Fried.

马克•库班曾经说过，读过这本书的人和哈佛大学MBA毕业生之间，他会聘用前者。由此可见，库班非常推崇贾森•弗莱德在这本书中所讲述的内容。

This New York Times bestseller basically lays out that the typical ways of doing business are essentially time wasters or excuses holding you back. Fried argues against investors and pretty much all overhead such as offices, business plans and competitive analysis. He talks you through how to let go of the noise and control and just jump in to your business.

这本《纽约时报》畅销书主要阐述的观点是，传统的公司经营方式从本质上而言是在浪费时间，或让你退缩的借口。弗莱德反对引入投资者，也不支持绝大多数日常开支，如办公室、商业计划和竞争力分析等。他将在书中带你了解如何抛弃各种噪声和控制欲，全身心投入到你的事业当中。

I talk a lot about these same concepts in the book I co-wrote with my brother, Small Business, Big Vision: Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did it Right. Many of the incredibly successful entrepreneurs we interview in the book followed the rules of a lean startup and low overhead and they discuss their personal examples and advice.

我与兄弟合著的《小公司，大愿景：向白手起家的成功创业者学习如何主导你的市场》一书，也用很大的篇幅谈论了同样的理念。我们在书中采访的许多非常成功的创业者，都遵循了精益创业和低开销的原则，并分享了自身的例子和建议。

7. Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull

7. 《创意公司：克服阻拦灵感的隐形力量》（Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration），作者：埃德•卡特莫尔

Catmull is one of the co-founders of Pixar Animation Studios, along with Steve Jobs and John Lasseter, and might well be one of the best-qualified individuals to write the book on building and maintaining a business that blends profits and creativity.

卡特莫尔与史蒂夫•乔布斯和约翰•雷斯特联合创建了皮克斯动画工作室，所以，要写一本书讲述如何创建和维持一家兼具盈利能力与创造力的公司，他或许是最有资格的人之一。

This is a book for any entrepreneur who wants insights into one of the most beloved brands and arguably creative companies in the world. Catmull dishes out lots of true stories, personal antidotes and helpful advice for aspiring creators.

任何创业者若想深入了解这个全世界最受喜爱的品牌和最具创造力的公司，这本书是理所当然的首选。卡特莫尔在书中讲述了许多真实的故事、个人秘诀，并为有抱负的创作者们提供了有用的建议。