am m khm ph

AM M KHM PH!

am m khm ph

Chng ti lun mong mun nhn c nhng kin ng gp ca qu v c gi sch ngy cng hon thin hn.

Gp v sch, lin h v bn tho v bn dch: publication@alphabooks.vn Lin h v dch v bn quyn: copyright@alphabooks.vn

CRUSH IT! Why NOW Is the Time to Cash In on Your Passion Copyright 2009 by Gary Vaynerchuk Published by arrangement with HarperStudio, an imprint of HarperCollins Publishers. All rights reserved. AM M KHM PH! Bn quyn ting Vit 2010 Cng ty Sch Alpha Khng phn no trong xut bn phm ny c php sao chp hay pht hnh di bt k hnh thc hoc phng tin no m khng c s cho php trc bng vn bn ca Cng ty Sch Alpha. Ba: Nguyn Ngc Thy Bin tp vin Alpha Books: L Hng ip

am m khm ph

GARY VAYNERCHUK

AM M KHM PH!
Kin to thnh cng t sc mnh ca truyn thng mng x hi
TrnThThanhBnhdch NHXUTBNLAONGXHI
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am m khm ph

Alphabooks trn trng gii thiu

CC CUN SCH MARKETING & BN HNG

1. Marketing du kch trong 30 ngy, tc gi: Jay Conrad Levinson, s trang: 416, gi ba: 59.000 2. Marketing 101, tc gi: Don Sexton, s trang: 520, gi ba: 69.000 3. 100 tng bn hng hay nht mi thi i, tc gi: Ken Langdon, s trang: 200, gi ba: 29.000 4. Bn hng tc th, tc gi: Cyril Charney, s trang: 332, gi ba: 49.000 5. Kinh thnh v ngh thut bn hng, tc gi: Jeffrey Gitomer, s trang: 576, gi ba: 69.000 6. Kinh doanh bng tm l, tc gi: Bryan Tracy, s trang: 296, gi ba: 54.000 7. Marketing trong thi i Net, tc gi: Thi Hng Tm, s trang: 168, gi ba: 34.000 8. B quyt kinh doanh trn mng, tc gi: Joe Vitale, s trang: 364, gi ba: 59.000 9. K nng bn hng, tc gi: Bill Brooks, s trang: 276, gi ba: 45.000 10. Tip th ti Sao Kim, tc gi: Hermawan Kartajaya, s trang: 326, gi ba: 54.000

Li gii thiu

LI GII THIU
(Cho bn ting Vit)

Formatt

nlcchngtacntndngtianimamm camnh!

Internet i din cho mt trong nhng chuyn giao vn ha ln nht k t thi i bo in ngy nay. Cng vi s pht trin nh v bo ca n, cc trang truyn thngmngxhitonnmtcuccchmngtrong cch thc sng v hot ng kinh doanh ca con ngi trntoncu.Nginocthxydngnidunghp dnnhtvtodngclinktcngngmnhm nhtthngiycthchimlnhthtrngvthuv hngtlalinhun.Nhngmcchosithayv chilnlaony,phnlnmingivntiptclm nhngcngvickhngemlihnhphcchomnh,cc doanh nghip vn tip tc b qua nhng li ch marketing v quan h cng chng hiu qu c th tm thytrncctrangmngxhi.
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Li gii thiu

Gary Vaynerchuk c bit n nh mt ngi tin phong trong lnh vc marketing online. Anh l nh kinh doanhtiba,ngthilmtchuyngiavru,cch mng ha cc hot ng PR v marketing trong ngnh ru vi nhng video blog trn trang Wine Library TV, phttrincngvickinhdoanhrucagianhtquy m4triulalnti60triulatrongvng5nmkhi tp trung vo Internet v tn dng cc cng c truyn thng mng x hi nh Facebook, Twitter, Blog, Wordpress,YouTube,v.v Gary Vaynerchuk cho rng bt k ai cng c th xy dng mt s nghip kinh doanh thnh cng da trn nim am m ca h. Trong cun sch ny, anh a ra nhngphntchvchinlccthchaicpnn tng v cp cao, ch cho bn bit cch nm bt mi trngkinhdoanhhinti,ngthitrangbkinthc vphngtinbnsnsngthucthnhcngkhi thi i thay i. Cun sch gip bn tm hiu c nhiuvnthenchtnh: Vsaotruynthngmngxhicthcnbngsn chi, ph hy nhng ngi gc cng tng thnglnhknhphnphinidung. Lm th no nh bi nn tht nghip v to ra nhngchilmgiuquavicxydngvduytr thnghiucnhn.

Li gii thiu

Lm th no c th xy dng c s nghip kinh doanhtrctuyn(online)datrnnimammm khngcntbcngvichngngycabn. TisaoFacebookvTwitterchlnhngcngcch khngphichinlctruynthngmngxhi. Tisaosminhbchvsngthtvichnhmnhli nhbinhngcngthcmarketing. Lm th no xy dng v gn gi cng ng mnggnviammvthnghiucabn. TisaoyutdisntrongthiiInternetbnh gikhngngtm. Cunschnhncnhiulikhentccdoanhnhn nitingthgii,nhTonyHsiehCEOcaZappos.com, KevinRosesnglpvinDigg.com,TimFerrisstcgi cun bestseller s 1 New York Times Tun lm vic bn givChrisAbrahamngsnglpvtrngnhmT vnAbrahamHarrisonLLC.Tuyvy,nhiucgikhng ng tnh vi li khuyn nn b vic ang lm theo ui am m nu bn khng c lm ngh nghip bn thcsyuthchmGaryVaynerchukaratrongcun schny.Hchorng,likhuynvchiaskinhnghim caGaryVaynerchuklbtkhthivinhngaikhngc nn tng ti chnh. Bi Gary c tha hng s nghip kinh doanh 4 triu la t ngi cha, v ch cn pht trin, m rng n. iu chng d dng g vi nhng ngikhinghipthaibntaytrng,hocphictrch nhim vi gia nh cng rt nhiu khon chi tiu khc
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Li gii thiu

trong cuc sng hng ngy. Cun sch ny ch nh mt sn phm Gary t qung b thng hiu c nhn ca mnhmtstPRchobnthn. Thc ra, khng cn i n nhng gii trnh ca Gary,ngicvncthnhnrathngipmGary mun gi gm trong cun sch ny. Lm mi vic thamnammvtcthnhcngkhngbaogi lvicddngvxyrachtrongmtm.TheoGary, bncnphixntayolnvimtchngngdi. Phn thng s n cho nhng n lc ca bn. Nhng quantrnghnht,lbnclmnhnggmnhyu thch, v cng vic s nh thc bn vo mi sm bnh minh. Bi th, bn chng cn b vic, bn ch cn n lcvthtsmunsngviammcamnh. C am m l c tt c. Hy kin nhn thc hin tng bc mt, am m khm ph s l bn hng dn vit tay cuicngchokinhdoanhhini. Xintrntrnggiithiutiqucgicunschny! Thng08nm2010 CNGTYSCHALPHA

Mc lc

MC LC

1. 2. 3. 4. 5. 6. 7.

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Mc lc

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1
AM M L TT C

n mun thnh cng n mc no? l th cm xc ch nhm tha mn bn thn? C khi no bn thc trng m, trn ngp cc tng v nhnggicm?Bncsnsnglmttcily c hi sng hon ton theo cch ca mnh? Nu c, bn tht may mn. May mn bi v bn sng trong mt thi i m c hi dnh cho bt k ai c s kinnhnvnhnggicmln.Bnnnbit,bi lttcnhnggtiscptrongcunschny.

Ba nm trc, ti l mt g k quc vi nhng k nngcngnghrthnch.Tisdngcctrang

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truyn thng mng x hi nh Facebook, Twitter v Tumblrxydngmtthnghiucnhnsinhli nhun. Khi , nhiu ngi khng sn sng chp nhn s tht rng th gii kinh doanhx hi ang thay i, v nu ti c gng ni vi bn rng bn c thxydngmtsnghipkinhdoanhtorasgiu c v hnh phc nht bn tng bit m khng cn g hn ngoi nim am m v mt quyt tm sn sng lm vicqunmnh, bn cthskhngtin ti. Mc d vy, trong thi i ny, c hi l bt tn ti khng ngh c nhiu ngi hiu c rng x hi, cng vic kinh doanh v thm ch l Internet thay inhthnovcuchuynmtispsakra ystrnntllmhn.Nubncs quyt tm v mong mun, n c th tr thnh cu chuyn cabn,vitthigianvtinbchn. ylvdchothysthayidinranhanh thno:tigiptrngcoicahngrunhcacha ti, Shoppers Discount Liquors (ca hng ru gim gi),vthibngnt4triulaln50triu la trong vng tm nm (19982005). Ti t ho v iu . Nhng bn cnh hng ni cng vic, ti b hng triu la vo qung co trn t New York Times, Wine Spectator, v nhng n phm khc cng nhqungcotrniphtthanhvtruynhnha phng.Sovikhitibtuxydngthnghiu cnhnvothng2nm2006ntnngyhmnay
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am m l tt c

titiuttinhn(thn15nghnla)vtnt m hi cng sc hn, v ti ang c nhiu nim vui hntitngctrongcucimnh.Bncngm hi cng sc, ng khng? Bn c th khng c cc mi quan h, hoc bng cp, hoc ca ci, nhng vi nimammvmhicngsc,bncthbin ttcthnhhinthc.

3 NGUYN TC
Cthbnmuacunschnyvbnmunbitb mtdntithnhcngcati.cthi,bmtca tiltisngchvibanguyntckhngin: Yugianhcamnh. Lmvicctlc. Sngviamm. Chnginnhth.Lultikhngnhcn Internet,cccngctruynthngmngxhi,thm ch l cng ngh k thut, mc d chng quan trng nttcnhnggtitctrongnhngnm gny.lbitiolngthnhcngbngnim hnh phc ca bn thn, ch khng phi cng vic lmnlnnhthnohaykimcbaonhiutin. V nh tun th ba nguyn tc trn, ti hon ton hnhphc.
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am m l tt c

Bn khng tin ti ? Cho rng l iu khng th?Ticamoanvibnlngnhthy. Nu bn vn khng sng theo nguyn tc s 1, th hy thay i ngay t by gi, bi v nhng g ti ang chun b ni vi bn trong cun sch ny s l v ngha nu nh bn khng quan tm n gia nh ca mnh. Gia nh lun l quan trng nht. Nhng nunhbntutinlnhngu,bnlm vic chm ch, nhng bn vn khng hon ton hnh phc, c th l do bn khng sng vi am m ca mnh.Vvth,hinhngngibncati,mcd ch l 1/3 b mt dn ti thnh cng, nhng l chic cha kha nguyn vn m ra cho bn cnh cabcvothgiikinhdoanhmimmchngta angsngngynay. Hy sng vi nim am m ca bn. iu ny c nghalg?Cnghalmisngthcdyilm,bn c np y nng lng v bn s ni hoc lm nhng g bn hng th nht. Bn khng sng ch cc k ngh v bn khng cn cm gic c thot khinhngthbnanglmcngvic,vuichiv thginuchlmt.Thmchbnkhngcnquan tmbnlmvicbaonhiutingmtngybivi vi bn, khng ch l cng vic. Bn ang kim tin,nhng bn s lm tt c nhng g bn anglm mkhngcnctrcngmtngno.

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Cinynghecgingbnkhng?Bnangsng, haychnginangkimsng?Bntiuqunhiu thigianvocngvic,vytisaolilngphn lmnhngthbnkhngthch?Cucsngqungn ngi lng ph. Bn n bnthn to nn mt s thayitolnchoiuttphn,vttcnhng g bn phi lm l hy online v bt u s dng nhngcngcangchsnbn.

IU BN CN PHI BIT
Trong cun sch ny, ti s gii thch tng bc mtcchthcsdngttccccngctruynthng mngxhitcthnhcngcthlmrung chuyn th gii vi nhng ch khng nhc n, nhng sn phm bn mun t vo tay tt c mi ngi v khng ch xy dng cho mnh mt cng vic kinh doanh, bn cn xy dng thng hiu c nhn uy tn, em li tin bc cho bn v quan trng hn,emnchobnttcnimhnhphcmbn c th mong mun. Nhng ai sng vi am m nhng vn kht khao thc y vic kinh doanh ca mnhtinxahnnastmthyvikintimi t c iu , cng nh bt k ai mun xy dng mt thng hiu mnh cho mt sn phm hay dchvtntisncngstmthyiuhaytrong cunschny.
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Chngtascpnccchsau: Lm th no truyn ti ht am m ca bn votrangnhtkonline(blog)ctheodibi hng nghn ngi c hng th vi thng hiu cnhncabn. Thnolsbonchenthcs. Lmthnothuhtcschcaccnh qung co c sut ngy lm phin bn, ly c mt phn trong t li nhun qung co cah. Ti sao vic xydng mt thng hiu c nhn thng qua truyn thng mng x hi li c tnh quyt nh i vi s tn ti v tin b ngh nghip ca bn, d lnh vc bn lm l g chngna. Ti sao bn nn lp k hoch pht trin s nghipxoayquanhthnghiucnhncabn v ri b ngh nghip hin ti cho d thm ch bnangcmtcngvicngichngna. Truyn thng mng x hi cung cp cho bn nhng d liu cn thit tm ra xu hng x hivchitichnhtiptheonhthno. Ti sao cc nh truyn thng x hi khn kho li l khch mi trong nhng ba tic honh
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am m l tt c

trng v lm th no bn c th tr thnh mt trongs. Lmsaokimtintnhngcucnichuyn giaodchtrctuyn. Chinlcmarketinghiuqunht. Ni no cu nhng ngun li nhun khcnhau. Cc cng ty nn s dng truyn thng mngx hi th no nh hnh cu chuyn ca h v cngcthnghiucngty. Lm th no to dng c di sn, th quan trnghntrmlntinbcvlnntngxy dngmt thng hiuv cng vickinh doanh thnhcngbnvng. Truynthngmngxhiemnchoccdoanh nhnvdoanhnghipchichatngthy hiu rvtruyntithngiptikhchhng.Nhngai c th nui dng nim am m, tin vo kh nng tipcnngkinhngcvscmnhcanhngcng ctruynthngmngxhissnsnggthic thnhcngmcchatngthy.

CUC CHI THAY I

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AicngbitInternetidinchomttrongnhng s chuyn giao vn ha ln nht k t thi bo in, nhngtinghchngtaquchmtrongvicnhnra rng n i din cho s chuyn bin ln lao nht tronglchskinhdoanhttrcnnay.Npht trintmtnitptrungcanhngtnnghinmy tnh thnh ngi nh th hai cho a s ngi M, nhng ngi vn dnh hng ting ng h mua sm trc tuyn v ngy cng nhiu ngi trong s h chuyn cuc sng x hi ca mnh ln mng nh c cctrangmngxhinhFacebook,Youtube,Flickr, Tumblr, v Twitter. S hon ton hp l nu y l ni cc con mt tinh tng hng ti, ni vic kinh doanhsphictrinkhai.ngtinluntheost con ngi ni no c mt khch hng th cc nh qung co u ho hc theo ui. H tng chi tin voccphngtintruynthngtruynthngi, truyn hnh, bo ch. Nhng phng tin truyn thng ang mt dn lnh a ca mnh, nhng ch cho th gii trc tuyn ang tng ngy tng gi phttrin.Nhiucngtychabsungmhnhkinh doanh tt hn, hiu qu hn vo chin lc kinh doanh ca h. H s li tn. Nu cc cng ty ch s dng phng tin truyn thng truyn thng cn tr li c m khng thay i cho ph hp vi i th cnhtranhmi,baminmsau,conchuchngta s c chim ngng h trong cc vin bo tng
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am m l tt c

cng vi s t m m chng dnh cho xng khng longvhathch.

Ti ang sp sa pht ngn nhng cu nghe c v to tt,

mnh bo trong cun sch ny, nhng ti trn an bn rng khng phi ti c gng tr thnh mt tn bng a thch gy sc. Ti s khng bao gi pht ngn iu g nu nh ti cha ngh k v n.

Cc nh qung co v cc cng ty cn tiu tin sng, vy ti sao h li khng u t vo bn? Bng vic xy dng mt thng hiu c nhn s dng mnglitruynthngxhi,bnangthcsgip h. V chi ph b ra s dng nhng trang ny vovicphttrinkinhdoanhchlchttthigian v cng sc, nhng cng c ny m rng ca cho nbtkaicdngkhbcvocucchi.V ngilbn,ngkhng?

KHNG BO CHA
Nhng,Garyny,mtvingicthsni,nim ammcatikhngphithghayhovthch hp chobn l nhru.Tirtthch cunsch Th giicanghthutchintranh(WorldofWarcraft).Ti
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am m l tt c

say m ma bng. Ti thng xuyn lm v ti gin vtithchnhtltrnditnghmvibnbchi bi. Ti mun xy dng mt cng vic kinh doanh, nhng li khng th kim c tin t . Hn na, ti cn tin thu nh, tin tr gp, cha m gi v con nh,cckhonnnntthisinhvinvphchitr chot. Tt thi, Perez Hilton, Ze Frank, Veronica Belmort, Heather Cocks v Jessica Morgan (gofugyourself.typepad.com) cngtngnhvy.Hhontonthnhcngvbn cngcthnhvy.Hybttayvothchinngay bygi. Nhng,aicthhi,Garyny,anhctheodi tin tc nhng nm va qua khng? Nn kinh t ri vo khng hong, nhiu ngi mt vic lm, ngi tiu dng khng cn tiu pha nh trc, v cc nh qung co cng thn trng hn na. V th, ti c cunschnytmkimkhinonnbtumts nghipkinhdoanh. Khng c thi im ti bt u mt s nghip kinh doanhtrphibnangbtumtsnghipkinhdoanh tm thng. Ti ngh suy thoi kinh t l mt c hi lnchottcmingitptrungquyttmvbt u thnh cng. Ngi c th chim u th trong nhnggiaionkhkhnlngicthchimlnh thii.Qutht,chngtathynhiungiphi
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ng ca hng trong nhng nm qua, nhng nu h aramtsnphmhocdchvthchhpvkhcbit, c kh nng ln trong vic p ng nhu cu khch hng,hskhngphingca. C th bn ang tht nghip v bn ngh mnh s btchcvitngtrongcunschnysaukhibn gi n xin vic v gi vi cuc in thoi (loi nxin vic truyn thng sp sa lithi, nhng ti snivvn ny sau).Tuynhin, hy nicho ti bit: Mi sng bn c nhy cng ln ho hc i lm cngvicmbnvamt?Nukhng,tisaobnli tmkimmtcngvicginght?Bnangcmtc hikhtin.Hysdngttcthigianribnc utchobnthnhocitheomtconnghon ton khc vi con ng bn tng i, c th l con ngmthduynhtphacuikhngphilmt chicnghcchmkhcdngch:Cmnv scnghincabnvmtbantichiataythnh son tinbnvnghhu.Bncthlmtthn thnunhbnsnsngsngvthibngamm camnh.Hylmiu,vbnskhngcnphn bit gia cuc sng cng vic v cuc sng ring t ca bn na. Bn ch ang sng, v yu thch cng viccamnh. Vi nhng ai vn ang i lm, k c ang c mt cng vic ng , cun sch ny cng dnh cho bn. Hy ch nhnglinica ti, nubnmun sng
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am m l tt c

cchvcthcnhtranhtrongnhngnmsauti khng quan tm d bn lnh vc no: bn hng, cng ngh, ti chnh, xut bn, bo ch, t chc s kin, pht trin th trng, bn l, dch v, v.v, bn vn s cn pht trin v xy dng thng hiu c nhn. Tt c mi ngi TT C cn bt u suy nghvbnthnnhmtthnghiu.Nkhngcn lslachn;nlscnthit. DNA1 ca ti khin ti mun kinh doanh, mun chinh phc th gii, chin thng trong cc cuc cnh tranhvmuacNewYorkJets2.Nhiungitrong sccbnnhnthynhnggtilmvnghrng: ,thttuytvi!.Ticnhiuthmunchiasvi cc bn. Nhng nu iu khng hp vi bn, ti nghtivncthgip ccbn.CthDNAca bn khc hon ton vi ca ti. Bn ch mun sng mt cch thoi mi, chu cp cho nhng ngi thn yu,chunbchotnglaimkhngphilolngqu nhiu. Bn khng mun phi thay i cng vic ca mnh. Bn c th kim c mt mc lng trung bnhcaxhibngcchlmcngvicbnyuthch

DNAhayADN:chvitttcaAcidDeoxyribonucleiclmtphnt acid nucleic mang thng tin di truyn m ha cho hot ng sinh trngvphttrincaccdngsngbaogmcmtsvirus.

New York Jets, cn gi l Gang Green, l i bng bu dc chuyn nghipcaM.

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hoccngvicbncmght.Nhnglmnhychn cngvicbnyuthch! Tt nhin tin bc v s an ton l quan trng, v ti thc rt r nhiu ngi sng bng tin lng. Nhng ti mun nhc li rng qu trnh m ti ang spsaniytnnhiuthigian,cngsc,vs tp trung, nhng khng tn nhiu tin, thm ch khngcndngntin.Miththayi,btk aicngucchi,chkhngchnhngngic nhiutin. Hccchsngtheonimammcamnh,bns cttcstinbncnvbnscquynkimsot hontonsphncamnh.lmtiuthttuyt vi,bnsnithngkhng?

IU M CH BN
Chuyn g s xy ra nu bn khng c nng khiu v k nng kinh doanh? ng lo, k nng l th r tin,ammmilvgi.Nubntintngvobn thn,cnimamm,bnbitiuvlmtthn btkai,thmchchvimtviknngkinhdoanh thit yu, bn c tim nng to dng mt s nghip kinhdoanhhngtriula. Gisbnthchcucvbntnhcbitrtnhiu vsu.Thct,bncmthyxuhvvicbnthch
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su n mc no v vic bn thch ni v su ra sao. Nhng khng c cch no bn c th kim tin nh su,ngkhng?Sai.BncthsdngInternet xy dng mt ni chia s nhng g bn mun ni v suxutphttchnhtritimbn.ammrtdlan ta.Nubnchuyntiammvinidunghp dn v truyn b n thng qua cc cng c truyn thngmngxhitigiithiutrongcunschny, mtainhtichnghn,mtngigiiphttrin th trng s c lc tm thy trang ca bn v tr thnhngihmm3.Mtngyno,khitinghe ni bn c th s dng mt loi su c bit bt cnhiuhn80%sc,tisxemxtchikinh doanhvlinlcvibn.Chngtacthcngnhau to nn mt chng trnh trc tuyn, vit blog hoc mt chng trnh pht thanh trn mng ni v am mcabntipcnthtrngcuc,ngnhcng nghip hng t . Chng ta truyn ti ni dung v mi ngi lp tc s b thu ht, chng ta xy dng mtcngngbngvictndngttccccngc truynthngmngxhivcngnghcsn,chng talmvicctlchtscvchngmychccngty mi c ln nht nc s hi xin qungco trn trang mngcachngta.T,chngtabtuxydng chin lcqung b truynming vm thm nhiu
3

ChcnngBecomeafanTrthnhngihmm/Thchgingnh trnFacebook.

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ngun li nhun, ri chic my m tin t ng s lintckukaching! Nim am m ca bn i vi loi su cng nim ammphttrinthtrngcatittyusdnn mt s nghip kinh doanh thnh cng. Nh tnh d truy cp v d tip cn ca truyn thng mngxhi v khng mt chi ph, bt k ai cng c th lm c iu ny. Nhn vin bn hng Steve ngi lm tngdoanhsbnhngchoBlockbustercntmkim mt ngi nh Stan thit lp trang ngi hm m Fellini v xy dng s nghip kinh doanh ph bnh phim hng triula.Joanne Jogger chuyn ghi chp cc bui hun luyn marathoncn nnh marketing Marvinvtomttrangblogvchymarathonthnh cng,thuhtNikelmnhtitrnhtrangblogny. C ch cho tt c mi ngi trong th gii ca truynthngmngxhi,cngnhcchchomi ngitrongthgiikinhdoanhngynay.

Truyn thng mng x hi

= Kinh doanh x Thi i4.

Nubnmuncgiithchkcnghnvtonbiuny,hy githnchotcgitheoachgary@vaynermedia.com

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am m l tt c

Tt c mingi uchin thng tronggi thuyt ny.StanvJoannecvlnhngngithngcuc lnbivhangtnhngchttsniting,tuy nhinhvnchphasau.KhiStevevMarvinsng vi am m ca h, tin ti i, h ang tn hng thnh cng ln hn nhiu. Thc t, vi tt c s ni ting trn Internet, xut hin trn knh truyn hnh quc gia v trn cc n phm bo ch, chnh vic xy dng thng hiu mi em n cho ti nim hnh phchnbtkthg. Cthbnangccunschnyvngh:Tuyt, tilmtnhkinhdoanh,tikhngphinghvnimam m ca mnh, ti ch phi tm ai c lng am m v s dngammcahtoramtcngvickinhdoanh. Cthth.Nunimammcabn,nimamm thc s ca bn, khng phi l pht trin th trng, marketing hay bn hng, bn cn tm ra n l g v hy lm iu , nu khng bn s tht bi. Tuy nhin, nu bn dnh nim am m cho pht trin th trng, bn c th khng cn mt ngi cng s noc.Ticngvy.

IU TY THUC VO BN
Nhngthngiptrongcunschnylmimi: Hy lm nhng g khin bn hnh phc. Bin n thnh iu n gin. Nghin cu. Lm vic chm
27

am m l tt c

ch. Nhn thng v pha trc. Cn nh khi ti m Wine Library TV vo nm 2006, Facebook vn ch l mttrchicasinhvin;tikhngmuntrthnh mt g ng s c c rao bn ru cho tr v thnh nin; nn ti khng th s dng Facebook mang khch hng n vi chng trnh trc tuyn ca mnh.Twittervamiraivkhngaibitnlg. Tuy vy, khi nhng phng tin truyn thng xhi nybtkpviias,tisdngttcvbit cch bt chng lm vic cho mnh; nhng chng ch thc y thnh cng ch khng to ra thnh cng cati.Hynhiukhibnbtubinnhng gic m v k hoch ca bn thnh hnh ng. Cc cng c chng ta chun b tho lun trong cun sch nysgipbnlantruyntngcamnhvem n nhiu sc ht hn cho thng hiu c nhn ca bn vi t thi gian v tin bc hn nhiu, nhng ch ngisdngmitocchochngquynlc. Sc mnh ca chng cng ch nh ngi th hin chng m thi. Cng ngh, s tn tin v nhu cu ngi tiu dng ang cng thay i mt tc nhanhnnitrckhibncxongcunschny, mt vi kh nng v tm vi ca nhng phng tin ny c th thay i. Bt chp nhng thay i nh chngtanhnthyngitiudnghocnhngnt c trng ring ca cc cng c ny, chng s khng nhhngnbctranhtoncnhbncththay
28

am m l tt c

itayli,nhngiukhngkhinchotmquan trngcavicbnixethayitheo.Nhngcngc ny s a bn n vi khn gi, ni bn c th i theoh,tipcnvkhinhlngnghe. Ti c th ch cho bn cch s dng truyn thng mng x hi trng mt khu vn hay xy c mt nginhhontonmi.Vingitrongsbnmun tr thnh th trng ca mt thnh ph rt bnh thng,ticthgipbntciu.Nhng chodbntmctiucaoxahaykhimtnnhth no, bn phi tip tc nh hng, iu chnh v to ra s ci thinmtkhi ti khngcn t vnna. D bn c thnh cng nh th no, bn cng khng th ngi ngh, nu khng c s mc, sn s phai, v con ngsbtuntn.Ngngpbucbnthnc gng,mithbnhccystrnnvngha. Thnhcngcabnhontonphthucvobn.

BIN NC THNH RU
ylthathun:Nubnthcsmunthtin y, thnh cng y, v s hon thin cng y. Tt c nhng g bn phi lm l nm bt n. Bi th hy ngng than khc, ngng nhng l do bao bin. Nu bn c mt cng vic gi hnh chnh, bn c thlmcrtnhiuvogia7gitiv2gisng
29

am m l tt c

(9gitin3gisngnubncconnh),nnhy hc cch yu thch cng vic trong nhng gi trc bnhminhny.Tihaskhngkhkhngnubn lm cng vic bn yu thch ch khng phi bt k iu g khc. Ti khng quan tm nu bn vn ang lclitmkimnimammcamnh,mtkhibn hc cch t mi th vo trong th gii cng ngh ang mi gi, bn c th bin nc l thnh ru bncthbinnimyuthchcamnhthnhmts nghip kinh doanh huyn thoi em li cho bn mt ngtin,vbnvnlchnhmnh. iu cui cng, cun sch ny khng ni v cch torahngtriula,mcdncthgipbnlm iu . Cun sch cp n vic m bo hnh phc ca bn bng vic cho php bn sng mi ngy mtcchammvhiuqu.Kinhdoanhkhngch l to ra ng tin, v nu bn ngh nh th, bn s chyti.Nubnquenthucvicccngctip thxhimchngticptrongcunschny,ti hyvngbnschnbctranhtoncnh.Qud dng qun i iu g thc s quan trng mt khi bnosuvonhngnhnhny. Hy hc cch nh hng dng nc k thut s ca tip th x hi xy dng mt s nghip kinh doanhvqungbthnghiucnhndatrniu bnyuthchnht,vbnschbgiihnbixa bn mun cho thuyn ti mc no. Cc cng c
30

am m l tt c

truyn thng mng x hi Facebook, Twitter, Flickr vttcnhngcicnlilnhngcontuhini s a bn n th gii mi, cho php bn chia s ammcamnh,phnbitbnviccithcnh tranhvtruynbthnghiucabnnvivs khchhng. Bquytthnhcngcatichlcchmtgn ng lm vic, tt nhin l th, nhng lm theo cch camnhthchngvinhnggphhpviDNA cabn,vttnhinhnhphctrnvnlcabn.

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Thnh cng nm DNA ca bn

2
THNH CNG NM DNA CA BN

ilmtthcthmuthun.Khngaitintng vobnthnmnhnhiuhnti,nhngtili thc r tm thiu quan trng ca mnh. Ti t quan tm xemngi khcnghgvmnh, nhng ti thc stntrngvchnnhngghni.Khingi xem ng bnh lun trong mt bi gn y trn Diggnation (mt trong nhng trang video blog ln nhttrnInternet)nirngtixcphmdinnca chng trnh, ti thc n 4 gi sng xin li tng ngi mt. Ti thch khi nghip v xy dng s
32

Thnh cng nm DNA ca bn

nghip kinh doanh, nhng l do duy nht ti qu trng ng tin l ti s cn rt nhiu tin khi mua New York Jets (ti khng a t no u, ti thc s munshuJets!Nmnhtiktkhitihc lp ba). V mc d cu chuyn lm th no ti tr thnhngimABCNewsgilngibnruca truyn thngmng xhi, c Slate nhc nnh l bc thy v ru trong thi i YouTube v Nightlinettnkcungrubcnhtthgiica Wayne theo mt cch no l cu chuyn v dn nhp c to dng thnh cng ph bin nht tng ck,thncnglmtiukl,khngchbi k thut bin n thnh hin thc mi ch xut hin mt vi nm trc m cn v khng mt ai khc c DNAcati. i vi mt doanh nhn, ti ni kh nhiu v DNA,vcunschnyskhnglngoil.lv ti tin tng chc chn rng con ng dn n s nghip thnh cng ca bn nm nhng vng xoy v vng quay hai vnh tai ca bn. Thc t, ti c thchnnghinhnsthnhcngcaWineLibrary TV, mt video blog nm th ru trc tuyn a tilnbncamarketingmngxhinhvocha mti,ngichotiDNAgiptiasnghip ca mnh ln tm cao. Hn na, nhiu ngi tham vng c sinh ra vi DNA xut chng, tuy nhin cuicnglithyhdmchntichnghnghip
33

Thnh cng nm DNA ca bn

camnh,nhnnh,khs,btc.Tisao?Bivh khnglmiuhsaymhnbtkthgkhctrn i;hkhnglmnhngghcsinhralm.

BN PHI L CHNH MNH

Tilmtngimaymn.T khicnrtnh,ti bitvchpnhnmnhlnhDNAcamnh,rng ticsinhratrthnhngicacngchngv xydngs nghipkinhdoanh.vlunl ammcati.Tibitticsinhratrthnh mt doanh nhn v cha ln no ti th lm th g khc,nhcchngminhbinhngbngim ton D v F m ti mang v nh khin m ti pht in.Mcdtightphilmchomkhc,ticng bittiphilchnhmnh,vnuiucnghal ti phi giu i bn Hng dn chi bng chy Beckett (Beckett Baseball Guide) trong quyn sch Ton khi ngitronglpcthchunbkchobuitraoi thbngchytiptheo,liubtbucphixy ra. Tuy nhin qu nhiu ngi lm ng DNA ca h tunththeonhngggianhhocxhitrng i.Nhiungicngquytnhrngthnhcngs nghipphinhntheomthngchcchn.ll do ti sao ngi c sinhra thit k xep cui cng li tr thnh mt lut s, hoc ai yu thch th nghim vi cng vic trang im mi ngy li
34

Thnh cng nm DNA ca bn

qunquanhtrongcckhumuasmthtrn,hocai khngthiumtngymkhngtbtvit nhng dng suy ngh cho bi th mi ca h li s dnghuhtthigiankhoanhbnhlicamtkhu ITkhncp.ivitiiuthtinr. Ti c gng ht mnh cho cun sch ny, khng phi v ti ngh ti c th gip tt c nhng ai mun tr thnh triu ph mc d ti kh chc chn l ti c th m bi v n khin ti pht in khi bit rngvncnhngngingoikiachanhnrarng hkhngcnphinnh.Khngcsbochacho bt k ai sng ht cuc i m ch lm nhng cng vic h khng yu thch, thm ch l cm ght, di ci c tin lng hay cm gic trch nhim. Internet bin mi th tr nn c th cho bt k ai mun sng ng hon ton vi bn thn v kim tin mt thc s bng cch bin nhng g h yu thch nht thnhthnghiucnhncah.Khngcnskhc bitgiabnlaivbnlmnghg. Ngaybygi,dthngipitheotinggihnh phccabnnghecvdchuvmcngthno, ng hiu lm nu bn lm mi th theo cch ti bo,bnslmvicvtvhnbntnglmvic trong cuc sng. Nhng ti tn thnh vi quan im rng gian kh rn gia chng ta. i ln t bn tay trng tht c ch i vi gia nh ti. N cng em nchotinimkhaokhtccttcvsthng
35

Thnh cng nm DNA ca bn

thibitrngkhngcchuyngngbntm. Thc t l ti tin rng nu mi th d dng hn vi gia nh ti trong nhng ngy u, ti s khng bao gitcnvtrhinti.kcuchuyn, chngtaphiquaylithiqukh.

T CHN LN NC M
Gia nh ti chuyn n y t Belarus thuc X Vitc,vonm1978.Bti,Sasha,ctruyncm hng i n M bi mt ng bc nhp c nhiu nm trc. ng quay tr li Belarus thm em gi mnh v v th b ti bit c rng nc M l ni mbncthxydngmtcucsngcaringmnh theonhngquytccabn,vbncngkhngphi chsutingxphngchmuamtbnhm.L mt thng gia bm sinh, b ti bit nc M l ni mtnglaicacgianht.Lnhngngi Do Thi, chng ti c php xin t nn chnh tr ncngoi,vsauhngthngtritriquathiquan liuvchimimnov,cuicngchng ti cng t c chn n Queens, New York. Tht khngmay,bctiquaitngtngaytrckhi chuyn khi hnh ca chng ti bt u, nhng con ca bc y rt tt vi chng ti m ti, cha ti, mt cu nhc ba tui l ti (lc y c gi l Gennady),btivccccatichonkhichng
36

Thnh cng nm DNA ca bn

ti c th chuyn n mt cn h nh c thu xp bimttchcngiDoThi.Lcbygi,chngti tinchcrngphxucltvngdanhting. Bngoitibsthikhongsutunsau.Nn kinh t ang suy thoi, v cng vicxy dngm b tispttrckhitchnntncnybc hichtrongmtvithng.Mtlnnagianhca bctigipbngcchnghbtilmcng vic a hng cho cc ca hng ru Clark, NewJersey. Thi gian qu l kh khn. Ti vn cn xc ngkhinhlilcchamtiibvidmnv ra khi Kmart mua cho ti khng ch mt, m hai nhnvttrongphimhnhngChintranhgiaccv sao cho sinh nht su tui ca ti. i vi nhng gia nhsngvikhonthunhpeohpnhchngti emgiti,Elizabethraivothigianthl mtkhonln.Mcdvy,tikhngthythnhvin notronggianhkucanhiuvtinnong,haybt k iu g khc lin quan. Chng ti c sc khe v sng nng ta vo nhau, chng ti cn cn g hn thna? Chng tiha nhp nhanh chng cha m ti i tn ti thnh Gary khi chng ti n M nhng nh,tivncgilGennady.Khnginom tilmriltthtchobatinhnhngbmngi
37

Thnh cng nm DNA ca bn

M.nh,chngtinbpcinhivctrchng hp. Chng ti cha tng phi dng n thuc men, chctr;vnuaim,chngtisxoavodkaln ngc.Tikhngbaogimunkchobtkaivicti bttayhocbngtaybivhsngaylptcgi rngtinntvoy. B ti rt thng minh v kho xoay x, nn khng mt nhiu thi gian ng lm vic theo cch ca mnh v tr thnh qun l, sau l ch mt ca hng ru nh Clark. Trc nm 1993, ng cng ngibnmuamtcahngnh,vsaunyng c ca hng rng ti hn 12.000m. Nhiu nm sau, sau khi ti tham gia cng vic kinh doanh, chng ti xy dng Wine Library by gi cng a im. N rng ti hn 120.000 m, khc xa so vi ca hng ban u, c gi l Shoppers Discount Liquors v trng ging ht hnh dung ca bn v mt ca hng rugimgi. B m ti kht khao kht khao nui nng gia nh,vkhtkhaochinthng.Btilmvicctlc, nnitikhngbitgnhiuvngntnkhiti 14 tui. Tuy nhin ti dnh nim knh trng ln lao i vi nhng g ng lm cho chng ti. Nh s lm vic chm ch v liu lnh ca ng, chng ti trthnhvdinhnhchocuchuynthnhcng ca nc M. Vo nm 1978, chng ti trng tay v khng ni c ting Anh; n nm 1985, ti l a
38

Thnh cng nm DNA ca bn

tr u tin khu nh c my chi in t cm tay Nintendo.Bncthhiuldotisaobtilngi hngtronglngti.Sbitncatiivinhng g ng lm thc y ti c tham vng a s nghipkinhdoanhcamnhnnhngtmcaomi.

S LN NGI CA DOANH NHN

Nhn b ngoi b ti v ti rt khc nhau, mc d timangtrongmnhrtnhiusnhithuytvtho vtcang.Tigingmnhiuim,rtlinhhot, l chnh mnh, ci m vi mi ngi v c ni tm mnhm.Chatilngikhktthn.Khngdg ng m rng cnh ca tm hn mnh, nhng mt khi ng lm iu , xem nh bn l ngi trong nh. Ti ngng m ng v cng, nhng ti c nhiu ngi c th c c hi hiu ng hn. S khc bit ln gia chng ti l b ti cho php cm xc iukhinccquytnhcamnh.Tisngvam m, nhng cho cm xc chi phi cc quyt nh kinhdoanhsliubtkh. Mcdvy,nuquansttitlcb,khngaic th ph nhn rng DNA doanh nhn ca cha ti chymnhmtrongcthti.Thduynhttiam mhnckinhdoanhvkimtinlNewYorkJets. Khiticnb,ngihngxmcatinirngma nocngcviclm.Vomahtislauxecho
39

Thnh cng nm DNA ca bn

cy,mathutiscoltrongvnvtrongsut mang,tisdnschtuyt.Cmtmaxun,ti cthoatrongsnnhcy,sautibmchung ca v bn cho c y mt b hoa. Ti vn t ho v bcuy,linhunbnlthtngkinhngc. Ti thc s hc c bi hc kinh doanh u tin khi nghin mn bng chy. M ti a ti n mt khu ch tri, ti mua mt vi b th bng chyv quyn Hng dn gi c chi bng chy Beckett (BeckettBaseballCardPriceGuide).Nhmchoti thynhngtmthtimuathcscgitr.Ti vncnnhcmxckhinhnrathgiicamnh thayi.Cmxcyvnvnnguynkhisaunyti nhnratimnngthtrngru,khilnutinti tip cn Internet, v khi ti xem video blog u tin. Tr chi kt thc. Tm bit nhng quy bn nc chanhding,xinchonhngthbngchy.Chng tichuynnHtHunterdon,NewJerseykhitihc lp tm. Nhng th bng chy ging nh Donkey Kong5ngitrngmicati,vchtrongvitun tikimcbntin. Mt ngy n, nhn vin khu thng mi a phngthngbohangngcaimtchngtrnh thbngchy,vkhnginotibldpny.Ti kim c hng trm la nh bn th cho cc
5

DonkeyKong:MtchuitrchivideodoShigeruMiyamotosngto.

40

Thnh cng nm DNA ca bn

bnhclptm,,nntigomhtcanmxinchati con s ln nht ti c th ngh n 1000 la. Khng th tin c (mc d sau ny ti nhn ra n ginchlconngibti),ngastin choti.Stinangnngbngtrongtiqunti,nn ti lp tc i n Costco v dng s tin mua nhiu hp th. Ti bit khng phi l mt nm thunlinhngtithiukinnhn(lncuicng tinhth).ngnhdon,khitimchngra vtmgitrcachngtrongcunhngdngic, tiphthinrachngchnggikhong200la. itrii,tithcsgprcri! M ti ch hai ngi bn ca ti, Jason Riker v JohnChurcak,vtinkhuthngmichngti muamtcibnbuitrnhdin.Chngtinht trtrclskhngmuabnnuntnhn20la. Chngtihingitchcvnginngnng hn180kgxuthin.Chong,tini,Baonhiu tin cho bui trnh din tha ng? 150 la. 150 la! Tia tin, bt tay ng y,v i ra ngoi, b mc cc bn ti ang h hc mm kinh ngc. L tr mchbotilmt tngthi,nhngs liu lnhnivitirng:Hychpnhnn,vtilun lunlngnghesliulnhcamnh. Trckhivnhvkchobmtinhnggti lm, ti gn nh sp khc, v ng nh ti ngh, hkhngbpcti,mcdtichclhmun
41

Thnh cng nm DNA ca bn

lmnhth.Thayvvy,chatiningyhyvng vic mt s tin ng gi vi mt bi hc kinh nghim. Cha ti l mt ngi thng thi. Ti vo phngcamnhquyttmchngtchongthyti tham gia iu ny khng ch thu v mt bi hc. Ngnlaquyttmhnghcchyvkhngino tichuthuacuc. Ngyhmsauchngtidngbnviuutin ti lm l nghin cu th trng ti i b xung quanh bui trnh din thm d xem mi ngi ang bnth g.Sautiiuchnh,hgi tt cs th chng ti c v m bo rng n thp hn bt k ai angbnthnhchngti.Chngtithnhcng vkimc tin. T, ti trnh din tt c nhng g mnh c th. M ti, ngi bun th v m ca BrandonWarneke,bnthnnhtcatischchng ti i d tri c tuyt hay ma n Bridgewater, Hillsborough, Edison, Raritan, bt c ni no c bui biudin,vlnnoticngchinthng.Tihc c mt trong nhng bi hc kinh doanh u i s khan him to ra ham mun. Chin lc ca ti khngin,timuanhngbthkhngcnhc n trong cun sch ca Beckett v qung co chng to ra th trng. Bn ang ngh ti l mt tay bun gian ln. Khng h. Ti l mt ngi lc quan. Mt ngi bi quan s thy nhng tm th khng c trong cun sch l v gi tr. Ti, tri li, ngh mt
42

Thnh cng nm DNA ca bn

cch v t rng nu nhng tm th ny khng c trongschhngdn,chngchchnphicgitr. Ti tr li cho cha ti mt nghn la mn trongkhongbahaybnthng,vsautitiptc kimtin.Ritibcsangtui15vbkorakhi khuthngmivbcvocahngru.

HC KINH DOANH
Tmtngvuakinhdoanhthbngchytlm ca Ht Hunterdon ngp trong tin n vic lu bu vihailamtgiqulmtstutdckhkhn. Phinlc16tui,timicphpngtrnsn nh v lm mt ngi thu ngn. Khng qu th v, nhng cn hn hng ting dn v lau k gi. Ti khngcungbtcthgchngtibn(cham ti rt nghim khc), nhng ti rt gii ghi nh d liu, nn khi vic bun bnchm li, tilt qua cc tp ch kinh doanh git thi gian v sau ng dng nhng g ti hc c gip khch hng. Mt trong nhng cun tp ch l Wine Spectator. Bith,cahngcttnCahngrugimgi lvldo.Cngvickinhdoanhcachngtich yu l bn ung nng. Bia cng l mt th bn chychimkhong33%lngungccahng. Nhng ti hc c hai iu t khong thi gian ng sau bn thu ngn. u tin, nh c Wine
43

Thnh cng nm DNA ca bn

Spectator, ti hc c rng c c mt nn vn ha ungrucscvngitasutmngingnh cch ti su tm cc th bng chy, nhng mn chiStarWarsvtruyntranh.iuthtthvvi ti.Ticngbtumtquylut:mingis bc vo mua Absolut hay Johnnie Walker v ti bit rng ti hay bt k nhn vin no c ni r c hng v nhng nhn hiu khc, h vn bc ra vi chai Absolut hay Johnnie Walker. Nhng nhn hiu qu vng chc. Mc d vy, ngi mua ru thng bc vo vi v hi lng l v dnh mi pht nhn mt cch ngp ngng vo cc nhn hiu nh th hy vng mt chai ru s nhy ra v gii thotchohkhivicaraslachn.Tirtrat kinh nghim kinh doanh th bng chy rng mi ngi mun c khuyn ci g tt v c gi tr, v rng h thch cm gic ln u c tri nghim th gmkhngphiaicngcthcmnhnc.

chuyn l k nng b coi nh nht t trc n nay trong kinh doanh.

Nhng ngi mua ru, khng nh nhng khch hngmuaungccnmnh,nnhnnhnggi tiara,vtinhnrahtngtrngchochi.

44

Thnh cng nm DNA ca bn

Ti nhn ra xu hng x hi bin ci bt u nh mt s thch ngu nhin i vi ru tr thnh ni m nh. Ti bt u khi nghip Shoppers DiscountLiquors,banucmghttnggiypht , nhng by gi ti quyt tm bin ni ny tr thnhcahngrusmtncM.

BIN I TH GII RU
Khng ai nui o tng rng ti s tr thnh mt hcgidanhtingkhitibtuhclpmimt trng trung hc. K hoch ca ti ch l c gng tt nghipvdnhtonbthigianlmviccahng ru.Vothng2,mtihitinhvotrngi hc no. i hc ? Tht may mn, ti nhn c l thttrngMountIdaNewton,Massachusettsvi ngysau.Tiinthngtinvo,vnmathu, MountIdatrthnhnginhcati.Mcdvy, trc,cucsngcatilcahng,vtisvn vnhvomicuitunlmviccahng. Thng9nm1995,khiangngichitrongphng ktccamtngibnthanhybtmytnhln v gii thiu cho ti th c gi l Internet. Ti bnblangthangkhpccphngchatbtchuynvi cc c gi, sau ti h ra v dng ht thi gian
45

Thnh cng nm DNA ca bn

ln m cc din n trao i th bng chy v tnh tonxemtissdngthnythnophttrin ca hng. Ti tin chc hon ton rng y s l cng vickinhdoanhtrongtnglaicamnh.Smtmt nmnaticcanmcpvichativvic bn ru qua mng. Ti c th ni g y, cha ti l mt con ngi ng s. u tin ng phn i. Nhng ng t nim tin ti, v ngay khi ng mi lngtibtubcvocucua. Winelibrary.comraivothng6nm1997(bn thn ca hng khng ly tn l Wine Library cho ntnnm1999).Cahngbnc23triula vonm1994.Tibtulmvictonthigiansau khi tt nghip vo nm 1998 v pht trin cng vic kinh doanh t 4 triu ln 10 triu la trong khi s tin thu c t bn hng trc tuyn l con s 0. Trcnm2001,chngtikimc20triu la. Khng ti. Khng ti cht no. Cuc sng tt p vcngvickinhdoanhnr.Huhtnhnggn ngtuitisnghrnghthnhcng. Sau , vo sinh nht ln th 30 ca ti, ngy 14 thng11nm2005,lcanglixetcngtyvnh, nghvnhngthngngyqua,tinhnrarngd cucsngcvhonhonhthno,tivnkhng hnhphctrnvn.Tibittysutmhnmnh s khng bao gi ti mua c Jets nu ti c dm chntrnconngbnl.nlclmmtc huchln.
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