商務閱讀II第6單元

A25-year-oldserialentrepreneurThefounderofMophie:ThefounderofKAcollegedropout

Anentrepreneurisanenterprisingindividualwhobuildscapitalthroughriskandinitiative.Aserialentrepreneurwillcontinuouslycomeupwiththeideaandgetthingsstarted,butthengiveresponsibilitytosomeoneelseandmoveontoanewideaandanewventure.

BenKaufmanUnit

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SectionI(Para1-14):HisAchievements1.(Para1)AyoungserialentrepreneurHarnessideasandletpeoplehaveforum

Harness=exploit;makeuseof

Forum=

Awebsiteforopendiscussion2.(Para2)Hisentrepreneurialjourney★ThefounderofMophieAstart-upthatmakesinnovativeiPodaccessories.SectionI(Para1-14):AchievementsStart-upn.=AbusinessthathasrecentlybegunoperationAccessoryn.=asupplementarycomponentButheneededtooutdohimself.outdov.out-加及物動詞,表示在這個動詞所表示的意思方面比其他的人和事物“要快、要好”等outlive（比…活得長）outweigh（比…有價值）outswim（比…游得快）outshine（比…更亮，比…更燦爛）outplay勝過outwit在智慧上勝過

surpass;exceedSectionI(Para1-14):Achievements3.(Para3)InvolvingpeoplearoundtheworldinthedevelopmentofnewconsumerproductsInsteadofsettingupatraditionaldisplayboothatlastyear’sMacworldconvention,Kaufamn…

(Para3)Togetherwecanmakebetterdecisions.Booth=stall（Macworld）convention=formalassembly大會

MacworldisawebsiteandmonthlycomputermagazinededicatedtoAppleproducts.蘋果電腦大會;麥金塔世界博覽會

Sketch=describeroughlyorbriefly;doodle

4.(Para3)Bevy4.(Para4-7)HisentrepreneurialjourneyTheSongSlingHowcouldKaufmanmakehisdreamcometrue?Iconvincedmymomanddadtoremortgagethehouse,”hesays,“andtheygavemethe$185,000inequityandletmegiveitashot.SectionI(Para1-14):AchievementsacasefortheiPodShufflethatyouweararoundyourneckMortgage

=toputuppropertyassecurity(抵押品）fortherepaymentofaloanRemortgagen/v.=haveasecondmortgage再次抵押Equity(指扣除一切費用后的)資產凈值Giveitashot=toattempttodosth.4.(Para4-7)Washismothersupportivetohim?Whenyouseesomeonewhohasadreamandagreatidea,youdon’twanttostifleit.SectionI(Para1-14):AchievementsStiflev.=holdsth.back;suppress;smother

Howsuccessfulwasthesongsling?(Para6)The$39.95SongSlingturnedouttobeasuccess…Inordertokeepthebuzzgoing,hesays,“IneededtohittheshelfwithanewproductwithinfourweeksaftereachnewiPodmodeldropped.”為了保持銷售領先，考夫曼說，“在每種iPod新模型呈下滑趨勢時，我必須在四星期內生產出一種新產品上市銷售?！盉uzz

=soundofrapidvibration;=thrill,sensationHittheshelf=cometomarket上市銷售

TripstoChina:Hisworkattitude(Para7)Toensurethathisexactingstandardsweremet,he’dsitinfrontofthemachinesasthepartswerecomingout,saying“no,”“yeah,”“maybe,”“closer.Exacting=strict;demanding嚴格的；苛求的(Cont.)TripstoChina:Hisworkattitude(Para7)Hepushedsupervisorstospeedupproductiontimesandstucktohisgunswhentheywantedtocutcornersandraiseprices.

Sticktoone’sguns=standtoone’sgroundCutcorners=dosomethingthecheapestoreasiestway抄近路(Para8)WhatmotivatedandinspiredKaufman?Whatoftenmotivateshim,Kaufmanadmits,isdanger.TherearetwothingsthatinspireBen:lotsofmoneyandnomoney.”SectionI(Para1-14):Achievements5.(Para9-12)★FounderofKluster

(Para9)HesoldtheMophieproductlineandrolledtheproceedsintoKluster,avirtualforum（K)thatallowsconsumersandbusinessestocollaborate

onthedesignofproductsandservices.Proceeds=theincomeorprofitarisingfromtransactionsVirtual=existingnotinactualfactbutcreated,simulated;(fictitious)SectionI(Para1-14):Achievements5.(Para9-12)★FounderofKluster(Para10)HelaunchedKlusteratyear’sTEDconference…,invitingtheelitetologontoKluster’scomputersystemandbrainstormanewproduct.Aglobalsetofconferencesformedtodisseminate"ideasworthspreading."Launch=

TointroducetoamarketElite=agroupofpersonsenjoyingsuperiorintellectualorsocialoreconomicstatusBrainstormv.=(ofagroupofpeople)tosuggestalotofideasfor(anactivity)veryquickly集體討論；獻計獻策SectionI(Para1-14):Achievements5.(Para9-12)FounderofKlusterAnexample:aboardgameaboutclimatechange

(Para11)a

fullyrenderedprototypeofthegame

Rendered=made;finishedPrototype=Anoriginal,full-scalemodelofanewproduct5.(Para9-12)HowcancompaniesmakeuseofKluster?

(Para12)AsKaufmanenvisionsKluster,companiesthatwanttocreateanewproductwillusetheplatform()①toputoutachallengeto

arelevantgroupofconsumers—mothers,say,ifacompanyisdesigninganewtoy,oraction-sportsfans

ifit’splanninganeventforRedBull—SectionI(Para1-14):AchievementsEnvisionv.=imagine;anticipateAction-sports=extremesports;X-sportsSnowboardingBungeejumpingFormula15.(Para9-12)(cont.)HowcancompaniesmakeuseofKluster?

(Para12)②Participantswillbeabletoproposeideas(calledsparks),suggestrefinements(amps),and“invest”inideastheybelievein,usinganalternatecurrency(watts).SectionI(Para1-14):AchievementsRefinementn.=smallchangesoradditionsthatyoumaketosomethinginordertoimproveit;improvement;elaborationAlternate(currency)=substitute(currency)替代貨幣5.(Para9-12)HowcancompaniesmakeuseofKluster?

(Para12)③…offeracashrewardforawinningconcept.SectionI(Para1-14):AchievementsSectionI(Para1-14):Achievements6.(Para13-14)Futureplan:(Para13)Kaufmanandhisteamarestilltweakingthesoftwareandpreparingtolaunchseveralprojectsforcorporateclients.(Para14)Andafterthat?“IwanttobuildanothercompanywithinKluster,wherealltheproductswillbeconsumer-generatedandtherewillbeacaféwherepeoplecantalkaboutideas.I’vegotsomanyideas…”Tweakv.=adjust;finetune;makeaminoralteration

[俚語]【計算機】對…稍作調整Consumer-generated=consumer-produced

LookatsectionII:GoaheadwithBenKaufamnQ1Whatwasyourfirstbusiness?ThestoryofBKMedia:SectionII(Para15-21)GettingaheadwithKaufmanIfinagledmywayintomakingallthesevideosforbigcompaniesandwoundupmakingatonofmoney.Finagle=

achieveorgetsomethingbytrickeryorpersuasionwindup=cometoafinish;endmerchandiser=abusinesspersonorcompanyengagedinretailtradePoint-of-purchase(POP)=Aplacewheresalesaremade銷售點;售賣場所merchandising(system)=salepromotionsystem銷售(系統(tǒng))

Q2Dopeopleaskyouforbusinessadvice？SectionII:GettingaheadwithKaufmanDoitanddon’tbeafraidtofail.Failureshouldmotivateyou.Q3Whydidyoudropoutofcollegeyourfreshmanyear?

GettingaheadwithKaufmanLearnmore…Doitandfail,anddoitagain.Onadailybasis=dailye.g.Onaweekly/monthly/yearly/regularlybasisQ4Doyouhaveabusinessphilosophy?

SectionII.GettingaheadwithKaufmanTobethebestQ5WillyougetboredwithKluster?

GettingaheadwithKaufmanShortattentionspanpitchedputthroughattentionspan=thelengthoftimeyoucanconcentrateonsomeideaoractivity注意力的持續(xù)時間Pitch=setup;buildIfsomeonepitchesanideaforsomething,theytrytopersuadepeopletoaccepttheidea我們的投資商曾擔心我是三分熱度．但是我說，“如果我們正確地建立了Kluster，那么我所對于企業(yè)或產品的想法，會一直在Kluster實行”。這才是真正酷的事情。Q6Howdoyouspendyourdowntime?SectionII：GettingaheadwithKaufmanFacebookaddictDowntime=

aperiodoftimewhensomething(asafactory)isnotoperatingAddict=someonewhoissodevotedtosomething