I read "Dreams Can Be Earned: Small Businesses Can Make Big Money and the Key to Doubling Profits": a good book worth recommending, but it should be better.
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I accidentally saw “[Dreams can be eaten as food: The key to doubling profits from small business operations” (https://www.books.com.tw/exep/assp.php/vista/products/001082992) in a bookstore. 8?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201908)》This new book was attracted by the title. To be honest, the Chinese version of the book title is more attractive than the English version of “Cadence: A Tale of Fast Business Growth”!
This book Author Pete Williams (Pete Williams, who has multiple roles as an entrepreneur, business consultant, and marketer, has also been praised by Forbes magazine as “a contemporary entrepreneur worthy of being regarded as a role model by marketers around the world.” He seems to be quite powerful.
Because of my interests and work, I have read many business management books related to Entrepreneurship. Although there are many wonderful masterpieces, most of them are still It mainly tells the author’s own ideas and experiences. It is not only difficult to absorb, but also boring, or feels like preaching… However, the author of this book, Pete Williams, can find a new way to share his “100% winning method” with readers through storytelling and guide everyone on how to pursue the rapid growth of the company’s business.
The protagonist of the story is Ajie. In order to realize his entrepreneurial dream, he left his stable teaching position and opened a bicycle supplies store. He was also a part-time coach training triathlon athletes. Unfortunately, after two years of operation, his bicycle shop fell into the same predicament as most entrepreneurs—the performance was stagnant, he was unable to clearly determine the future direction, and he lacked strategic planning to stimulate profitable growth.
Fortunately he met Charlie. Charlie is a rookie training for the first Ironman race, and his coach is Ajie. Ajie soon realized that Charlie had a lot of background. Yes, Charlie was an experienced and successful entrepreneur, so he soon became a mentor to guide Ajie in running his business.
During the twenty-week period, Ajie helped Charlie prepare for the challenge of the triathlon, and Charlie shared his own secrets of success and taught Ajie the “100% Winning Method” to help Ajie change the operation and profitability of the bicycle shop.
The summary of this book ends here. Well, let me say the conclusion first: This is indeed a rare and good book, and it is worth buying for reference and study by friends who are starting a business or want to build their own business.
Next, I want to talk about some of my feelings while reading this book.
“[Dreams can be a meal: Small businesses can also make big money, the key to doubling profits](https://www.books.com.tw/exep/assp.php/vista/products/0010829928?utm_source=vista&utm _medium=ap-books&utm_content=recommend&utm_campaign=ap-201908)》One of the advantages of this book is that the author is good at telling stories and can package complex marketing principles into stories and convey them to readers in an easy-to-understand way. The translator of this book also mastered this principle, so it was very enjoyable to read the whole book. I finished reading the whole book in one go!
But in the process of reading, there were also things that made me puzzled and even regretful…
In addition to the reason why I like this book very much, perhaps because I also write business management books, and even often go to companies and universities to teach about digital marketing, so I pay special attention to [this book](https://www.books.com.tw/exep/assp.php/vi sta/products/0010829928?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201908).
On page 51, I saw the use of “suspected customer”. The book mentions, “Like all industries, especially the retail industry, not every customer who comes to the door is there to buy shoes. So I generally call them foot traffic, or suspected customers.” Later, it is mentioned, “So, suspected customers refer to those who visit the store, the company’s website, or call the company’s sales team.”
If we check the revised version of the Mandarin Dictionary re-edited by the Ministry of Education, we can find that the explanation for “suspicious” above is: between what is right and what is wrong. Tang. Cui Hao’s poem “Jie Ding Xiangjun Prison with Pottery Style”: “I came to break this prison, and I listened five times to identify the suspicious ones.” Song Dynasty. Su Shi’s “Letter to the Emperor”: “Although my wife’s words may not necessarily be true, if you are suspicious, you may be slandered.”
Although “suspect” means “seemingly”, “seems to be” or “seems to be”, usually “suspect” is only used when referring to negation or negative situations, right?
If we connect to Google If you query “suspected” on News, you can also see information like “People are suspected of missing at Dawu Beach in Taitung”, “[Death from heat! An old couple in Tokyo are suspected of having heat stroke in their house and both died](https://news.ltn.com.tw/news /world/breakingnews/2896404)” or “Man suspected of drug debt disputeSon abducted and taken to Motor Railway Control” and other relatively negative or regrettable news.
Even the example sentences selected by the dictionary: Song. Su Shi’s “Letter to the Emperor”: “Although my wife’s words may not necessarily be true, if you are suspicious, you will be slandered.” In fact, it is also full of negative meaning.
Because I don’t have the original book at hand, I can’t tell which English word (note) the author used? But here comes the problem. We can say that these people are “possible customers” or “prospective customers”, or even “passers-by”, “passers-by” or “customers who just don’t want to buy”… But I really don’t understand, there are so many Chinese expressions to choose from, why do we have to use “suspected customers”?
The most important thing is that if everyone agrees on the fact that “customers are the lifeblood of an enterprise”, we should be able to agree on “Customer first”, “The customer is always right” (The customer is always right) or “The Customer is king”… So, how can customers be “suspected”?
You know, even if you just don’t buy it, that’s human nature. The usage of “suspected customer” makes people feel that they are questioning the customer. Even if we don’t regard customers as God, we should at least “make money by being harmonious”!
See [this book](https://www.books.com.tw/exep/assp.php/vista/products/0010829928?utm_source=vista&utm_medium=ap-books&utm_content= “suspected customers” appear repeatedly on recommend&utm_campaign=ap-201908), which really makes people feel so regretful or “drama”! I couldn’t help but wonder, during the production of this book, did no editor or other working colleagues find it strange? (I’ll be happy to review or provide suggestions if needed.)
In addition, as mentioned on page 43, “However, without the underlying strategy or structure, strategy cannot have a long-term impact.” Should the strategy here be translated into tactics?
Finally, I must say it again, “[Dreams can be a meal: The key to doubling profits from a small business to make big money](https://www.books.com.tw/exep/assp.php/vista/products/0010829928?ut m_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201908)” is indeed a rare and good book, and I am happy to recommend it to everyone. It would be better if more attention could be paid to some small details! Note: Thank you to netizen [Wang Yucheng](https://www.facebook.com/iamvista/posts/10156627545849053?comment_id=101 56628621464053¬if_id=1567044752232203¬if_t=feed_comment) is informed that the original text uses the word “Suspects”. But even if the author uses this relatively strong word, I still think it would be better if it could be a little more delicate when translating!
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Further reading
- Stop blindly pursuing traffic: The secret for small e-commerce businesses to make big money is hidden in that broken bowl
- Sales no longer relies on luck: Revealing the growth rules of “The Model” of Japanese B2B
- I watched “The Era of Resumption is Coming”: From π-shaped people, slash youth to the gig economy
