How a Simple Idea Became a Huge Business
By Howard Schultz
霍华德·舒尔茨
[1]When I was a child growing up in public-housing projects in Canarsie, Brooklyn, I remember lying in bed at night thinking: what if I had a crystal ball『水晶球』and could see the future? But I quickly shut out『摒弃』the thought. I realized I didn't know what I wanted to do with my life. All I knew was I had to get out of the projects, get out of Brooklyn.
[1]小时候我住在纽约市布鲁克林区卡纳西的房租低廉的住宅区，有一天夜里躺在床上思量：要是我有个水晶球能窥见未来，我会怎么样呢？不过我迅即抛开了这个念头。我知道自己在人生路上仍然漫无目标，只知道必须设法离开这里，离开布鲁克林。
【额外知识】Brooklyn：美国纽约市的五大行政区之一（其余四区是曼哈顿、布朗克斯、昆斯和里士满），为黑人和穷人聚居区。
[2]I was fortunate to go to college, but I didn't know what to do next. I had no mentor 『导师；良师』to help me sort out my options『选择』. My main goal was to escape the struggles my working-class parents lived with every day.
[2]后来我有幸上了大学，却不知道下一步该怎么走，也没有人替我指点迷津。我的父母都是工人阶级，每天都必须操劳，而我当时最大的愿望就是不步他们的后尘。
[3]Eventually I discovered I had a talent for sales, and was hired by a Swedish housewares corporation. By age 28, I was vice president in charge of sales in the United States. I had an excellent salary and a co-op『合作』apartment in New York City, and was happily married to a beautiful woman, Sheri. My parents couldn't believe I had come so far so fast. The life I was leading was beyond their best dreams for me.
[3]我发现自己善于推销，便进入了一家瑞典人开的家庭用品公司工作。我表现出色，28岁就晋升为主管国内销售的副总裁，薪金优厚。我买了套住宅，又娶了如花似玉的妻子--雪瑞，生活舒适愉快。连我的父母都不敢相信我会如此飞黄腾达。他们从未梦想过我能过上这样的生活。
[4]Most people would be satisfied with all this. But I was getting antsy『热锅上蚂蚁般的；坐立不安的』. I wanted to be in charge of my own destiny 『命运』. It was around this time, in the early 1980s, that I became aware of a strange phenomenon. A little retailer『零售商』in Seattle was placing large orders for a drip coffee maker: a simple plastic cone 『圆锥体』set on a thermos『保温瓶』. The company, Starbucks Coffee and Tea, had only four small stores, yet it was buying our product in quantities larger than Macy's was. Why was Seattle so taken with this coffee maker when the rest of the country was using electric coffee makers?
[4]一般人有了如此成就，也许会志得意满，我却还想更上一层楼，决意要主宰自己的命运。就在这个时候（80年代初期），一个奇特现象引起了我的注意。西雅图有家经营零售业的小公司向我们订购滴滤式咖啡壶。这家公司名叫"明星咖啡连锁公司"，只有4家小店，向我们买这种产品的数量却超过百货业巨擘梅西公司。当时美国各地普通使用电气咖啡壶。何以此器具在西雅图那么受欢迎？
【额外知识】
Seattle：美国西北部华盛顿州首府。濒临太平洋，著名的波音（Boeing）飞机制造公司坐落于此。
Macy's：即R. H. Macy & Co.梅西公司。美国资格最老、最著名的百货公司，总部设在纽约。 [5]I had to find out, so I went to Seattle.
[5]为了查明原委，我前往西雅图。
Fresh Approach
浓郁香气扑鼻而来
[6]Starbucks's flagship store was modest『朴素的』but full of character. The minute the door opened, a heady『刺鼻的；浓烈的』aroma『芳香』of coffee drew me in. Behind a wooden counter stood bins containing coffees from all over: Sumatra, Kenya, Ethiopia, Costa Rica. Along one wall was a shelf full of coffee-related merchandise『商品；货物』, including our thermos-and-cone coffee maker.
[6]明星咖啡连锁公司的总店朴实无华，却别具风格。我一推开店门，浓郁醉人的咖啡香气便扑鼻而来。木柜台后面有一列箱子，分别装盛从苏门答腊、肯尼亚、埃塞俄比亚和哥斯达黎加世界各地进口的咖啡。靠着墙的货架上摆满各种咖啡用具，包括我们生产的滴滤式咖啡壶。
[7]The counterman scooped『用勺舀』out Sumatran coffee beans, ground『grind的过去式。磨；碾碎』them, put the grounds in a filter『过滤器』 in the cone and poured hot water over them to give me a sample of their product. When he handed me the coffee, the aroma enveloped『笼罩；掩盖』my entire face. I took a tentative『实验性的；试探性的』sip.
[7]柜台服务员用勺子舀出少许苏门答腊咖啡豆，磨成粉，倒入滴滤式咖啡壶的滤格，浇下热水，冲一杯咖啡供我品尝。他把杯子递过来时，咖啡的香气笼罩了我的脸。我浅尝了一口。
[8]Whoa. My eyes shot wide open. It was stronger than any coffee I had ever tasted. By comparison, I realized, the coffee I had been drinking was swill『洗碟水；泔水』. That night I had dinner with one of Starbucks's owners, Jerry Baldwin. I had never heard anyone talk about a product the way Jerry talked about coffee. He wasn't just calculating『算计』 how to maximize『使增加/扩大到最大限度』 sales. He and his partner, Gordon Bowker, believed they were providing customers with something they ought to enjoy. It was an approach to business that was fresh and appealing『动人的；有吸引力的』to me.
[8]"哇！"我心里赞叹，不由得两眼圆睁。这是我有生以来所喝过的最浓烈的咖啡，以前喝的咖啡相形之下像洗碟水。当晚我跟明星咖啡连锁公司的股东杰里·巴登一起吃饭。我以前从未见过有谁像他谈咖啡那样谈论某些产品。巴登不只是努力推销而已：他和合伙人戈登·博格都相信，他们所卖的都是顾客会喜爱的东西。这样的经商态度令我耳目一新，也为之心折。
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