If you’ve ever done shopping online, then you may well have used internet giant, Amazon.
如果你曾经在网上购物，那么你很可能已经使用过互联网巨头亚马逊。
Georgina(乔治娜)
From its origins as an online bookstore, Amazon has grown into grocery deliveries, TV and music streaming and even space exploration, making its founder, Jeff Bezos, the richest person on Earth.
Amazon is so successful it affects how many of us live our lives, so in this programme we’ll be taking a look inside the brain of Jeff Bezos to find out how he thinks.
When Jeff Bezos’s friends talk about him, three words they often use are: invention, risk-taking and long-term vision.
当杰夫·贝佐斯的朋友们谈论他时，他们经常使用的三个词是：发明，冒险和长远眼光。
Neil(尼尔)
These are qualities which Bezos admired in his grandfather, Lawrence, who from an early age taught Jeff that by careful thinking, any problem can be solved.
这些都是贝索斯钦佩他的祖父劳伦斯的品质，劳伦斯从小就教导杰夫，通过仔细思考，任何问题都可以解决。
Georgina(乔治娜)
As a boy, Jeff and his grandfather repaired an old, broken down truck. When interviewed today, Bezos sometimes compares Amazon to that truck: very heavy, but impossible to stop when it rolls downhill… which is exactly what accidentally happened one day!
But do you know how the story ends, Georgina? That’s my quiz question. What happened when the young Jeff Bezos’s car accidentally rolled downhill? Was it: a) Jeff jumped in and pulled the handbrake?; b) Jeff’s grandad lost a thumb? or, c) Jeff’s hair fell out?
但是你知道故事的结局吗，乔治娜？这是我的测验问题。当年轻的杰夫·贝佐斯 杰夫的头发掉了？
Georgina(乔治娜)
Well, Jeff Bezos is bald so maybe it’s c) his hair fell out.
好吧，杰夫·贝佐斯他的头发掉了。
Neil(尼尔)
OK, Georgina. We’ll find out later. As a company, Amazon has been remarkably strong: it survived the dot com crash of 2000 and saw profits jump during the Covid pandemic as more and more people started shopping online.
Retail analyst, Natalie Berg, thinks Amazon’s success is due to its customer strategy as she explained to BBC Radio 4 programme, ‘Seriously’:
零售分析师娜塔莉·伯格认为，亚马逊的成功归功于其客户战略，正如她向BBC Radio 4节目“Seriously”解释的那样：
Natalie Berg(娜塔莉·伯格)
Jeff Bezos applied this concept to Amazon by relentlessly focusing on customers, by putting them at the heart of the businesses… that would attract more customers, more traffic to its site which would in turn attract more sellers, which would mean a greater selection for customers, which again would enhance the customer experience.
Natalie thinks that Amazon put customers at the heart of their business – in other words, they make customers the most important part.
娜塔莉认为，亚马逊将客户置于其业务的核心，换句话说，他们让客户成为最重要的部分。
Georgina(乔治娜)
This improves Amazon’s customer experience - a customer’s total perception of their experience with a business, which includes such things as the quality of service and support if something goes wrong.
Customers can write reviews on Amazon’s website and happy customers mean more web traffic – the number of people visiting a particular website.
客户可以在亚马逊网站上撰写评论，满意的客户意味着更多的网络流量 —— 访问特定网站的人数。
Georgina(乔治娜)
In the difficult years following the dot com crash, Jeff Bezos started Market Place where other sellers compete with Amazon’s own products. More sellers brought more customers which in turn brought down prices.
Then in 2013, Bezos bought The Washington Post. And in 2019 he launched his space exploration company, Blue Origin, to explore mineral resources on Mars.
然后在2013年，贝索斯收购了《华盛顿邮报》。2019 年，他创办了自己的太空探索公司 Blue Origin，以探索火星上的矿产资源。
Georgina(乔治娜)
Most recently, Jeff Bezos has set his sights on even bigger things – saving the future of the planet!
最近，杰夫·贝佐斯将目光投向了更大的事情 —— 拯救地球的未来！
Neil(尼尔)
Bezos chose Tom Rivett-Carnac of the environmental group, Global Optimism, to help Amazon meet Climate Initiative goals aimed at slowing climate change.
Here is Tom Rivett-Carnac telling David Baker, presenter of BBC Radio 4’s, Seriously, about his conversation with Jeff Bezos:
以下是汤姆·里维特-卡纳克告诉BBC Radio 4的主持人大卫·贝克关于他与杰夫·贝佐斯的对话：
Tom Rivett-Carnac(汤姆·里维特-卡纳克)
It did seem to me that it was a legacy issue for him, that he wanted to be on the right side of history.
在我看来，这对他来说确实是一个遗产问题，他想站在历史的正确一边。
David Baker(大卫·贝克)
And you don’t think it’s just greenwashing in the end?
你不认为这最终只是漂绿吗？
Tom Rivett-Carnac(汤姆·里维特-卡纳克)
How do you define that? Would you define greenwashing if you said somebody got into this issue ‘cos they wanted to improve a reputation of company or an individual? Actually, that is fine. Right? As long as they do something meaningful and deliver a major outcome.
If you put something at the heart of things, you make it the most important part.
如果你把某件事放在事物的核心，你就会让它成为最重要的部分。
Georgina(乔治娜)
Web traffic is the number of people visiting a website.
网络流量是访问网站的人数。
Neil(尼尔)
Your legacy means all your life achievements that will continue after your death.
你的遗产意味着你一生的成就，这些成就将在你死后继续。
Georgina(乔治娜)
Someone who is on the right side of history will be judged positively by future generations.
站在历史正确一边的人，会受到后代的积极评价。
Neil(尼尔)
And finally, greenwashing is when you pretend that your company is doing more to protect the environment than it really is.
最后，漂绿是指你假装你的公司在保护环境方面做得比实际情况更多。
Georgina(乔治娜)
That’s all for our peek inside the brain of Jeff Bezos, the world’s richest man. Join us again next time when we’ll be discussing another trending topic. Bye for now!
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