AI时代：增长策略的范式转变
如果你有10万美元来发展你的软件业务，你会投资于广告还是体育？
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If you had $100,000 to grow your software business, would you invested in ads or in a sport?
在过去几周，当所有人的目光都集中在Lovable的黑客马拉松以及那个在20小时内建立并出售一家初创公司的团队时，Lovable发布了另一项公告。
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When all eyes over the past couple of weeks have been on Lovable's hackathon and the team that built and sold a startup in 20 hours, Lovable made another announcement.
这项公告没有获得太多媒体关注，但它揭示了AI公司正在如何彻底改变技术格局。
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The announcement that did not get as much media attention, but the one that shows how drastically AI companies are changing the technological landscape.
Lovable现在是Magnus Carlsen（Magnus Carlsen: 当代最优秀的国际象棋特级大师之一）所属公司Play Magnus Group的官方赞助商。
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Lovable is now the official sponsor of the company called Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take 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Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Take Of course, they didn't. They had absolutely no idea. It was a bet, not a blind bet, but still a big, ambitious bet.
Did they know it would happen? Of course they didn't. They had absolutely no idea. It was a bet, not a blind bet, but still a big ambitious bet.View/Hide Original English
AI公司增长模式的根本区别在于，它们不进行优化。
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And the fundamental difference in the growth motion for AI companies is that they don't really do optimization.
对于传统软件公司来说，市场营销和优化是其核心业务。
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For traditional software companies, marketing and optimization was their bread and butter.
而AI原生公司则不进行优化。
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And AI native, they don't do optimization.
嗯，实际上，让我收回这句话。
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Well, actually, let me take it back.
不是他们不进行优化，而是他们没有时间进行优化。
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It's not that they don't do optimization. They don't have time for it.
Lovable正在拥抱创作者经济（Creator Economy: 创作者通过内容、产品或服务直接向受众变现的经济模式），这正成为B2B软件增长策略的一个主要因素。
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And another thing, Lovable is embracing the creator economy, which is becoming a major factor in the growth strategy for B2B software.
这些合作关系和社区驱动增长的全部意义在于高LTV（Lifetime Value: 客户生命周期价值）和留存潜力，这与AI SaaS的单位经济效益要求完美契合。
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The whole point of these partnerships and the community-led growth is the high lifetime value and retention potential, which aligns perfectly with the imperatives of AI SAS unit economics.
在我准备这个视频时，Lovable的增长负责人Elena Verna（Elena Verna: 知名增长专家）发表了一篇文章，讲述了AI公司增长的不同之处。
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As I was preparing for this video, the head of growth at Lovable, Elena Vera, posted an article about how growth is different in AI companies.
她提出了一个非常有趣的观察，指出市场营销无法跟上产品发布的速度，因为营销团队从未被设计成那种速度。
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and she wrote a very interesting observation saying that marketing can't keep up with the shipping velocity because marketing teams were never designed for that kind of velocity.
这正是根本区别所在。
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That is exactly where that fundamental difference is.
这并不是说所有营销人员都很慢，但任何在软件业务工作的人都知道，市场营销，尤其是B2B SaaS的营销，需要时间。
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This isn't to say that all marketers are slow but anyone who works in software business knows that marketing especially for B2B SAS takes time.
但当你是一个AI原生公司时，你无法承受等待营销完成研究计划、做完季度规划，然后才开始执行的代价。
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But when you are AI native, you can't afford to wait until marketing finishes their research plan, does the whole planning for the quarter and only then starts executing.
创始人品牌：AI时代的新增长引擎
AI原生软件的另一个巨大趋势是创始人销售（Founder-led Sales: 创始人主导的销售）以及围绕创始人的整个品牌。
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Another trend that is huge in AI native software is founderled sales and the whole brand around the founder.
就我个人而言，June公司是一个创始人增长的绝佳例子。
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For me personally, a fantastic example of a founder growth is the company called June.
我关注这家公司的联合创始人Enzo Avigo（Enzo Avigo: June公司联合创始人）已经很长时间了。
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I have been following the co-founder of this company, Enzo Aviggo, for a long time.
当我开始关注他时，令我震惊的是，他基本上是在记录他们如何建立一家企业，并在LinkedIn上全程记录。
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And what blew my mind back when I started following him is that he was basically documenting how they were building a business and they were documenting the whole thing on LinkedIn.
如果你打开他的LinkedIn页面并查看他的帖子，你会发现那简直是一本关于如何建立软件公司的手册。
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If you go on his LinkedIn page and open his post, you'll see that it's a manual on how to build a software company.
我记得当时非常震惊，有人竟然把所有东西都写下来并在LinkedIn上公开，因为这正是我曾经在Substack上开始创作的内容。
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I remember being so shocked that somebody was actually writing everything and making it public on LinkedIn because it's the kind of content that I once started creating on Substack.
是的，我很早以前有一个Substack，我在那里记录了我在一家经历大规模扩张的超高速增长公司担任产品经理的观察。
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Yes, I had a Substack very long time ago where I was writing down my observations as a PM working at a hyperrowth company that was going through a massive scale, but because I was an employee, the data was not mine to share.
但因为我是员工，那些数据不属于我，不能分享。
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So, my content wasn't particularly interesting because because it wasn't juicy. I could not write about the actual numbers.
所以，我的内容并没有特别有趣，因为它不够“有料”，我无法写出真实的数字。
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And then after Enzo, I started noticing that a lot more founders are doing the exact same.
在Enzo之后，我开始注意到越来越多的创始人也在做同样的事情。
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And Anton, the founder of Lovable, is no exception.
Lovable的创始人Anton（Anton: Lovable公司创始人）也不例外。
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He doesn't document how they're building Lovable per se, but if you study Lovable as a company, if you study them closely, you'll see that Anton himself is a big part of the brand.
他并没有明确记录他们如何建立Lovable，但如果你仔细研究Lovable这家公司，你会发现Anton本人就是品牌的重要组成部分。
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Since our last video on the economics of AI blew up, I got several hundred people follow me on LinkedIn.
自从我们上一个关于AI经济学的视频火爆以来，我的LinkedIn上增加了几百名关注者。
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And for that, I truly thank you.
为此，我真诚地感谢大家。
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And because I can now see with my own eyes what kind of people watch us on YouTube, I know for a fact that a lot of you are founders.
现在我亲眼看到在YouTube上观看我们视频的人群，我确信你们中很多人都是创始人。
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And I don't know who needs to hear this, but if you're an early stage founder and you're building a solid software product, a product that has a strong AI component, and you are dependent on LLMs, your product and your branding have to go hand in hand.
我不知道谁需要听到这些，但如果你是一位早期创始人，正在构建一个拥有强大AI组件并依赖LLMs（Large Language Models: 大语言模型）的扎实软件产品，那么你的产品和品牌必须齐头并进。
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I don't know if this comes as a surprise to you, but do not rely on marketing because they're not built for the speed of LLMs.
我不知道这是否会让你感到惊讶，但不要依赖市场营销，因为它们无法适应LLMs的速度。
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Your marketing will have to ramp up and match you in speed, but you cannot afford to lose the momentum.
你的营销将不得不加速并与你保持同步，但你不能失去发展的势头。
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a founder sales or a founder brand, you are the brand and that is because the culture always wins.
无论是创始人销售还是创始人品牌，你就是品牌，因为文化永远是赢家。
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We are in the age when anything and everything can be generated, deep faked or reproduced and that is exactly why authenticity is the highest currency.
我们正处于一个任何事物都可以被生成、深度伪造或复制的时代，这正是为什么真实性是最高的价值。
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The data proves exactly that.
数据也正是证明了这一点。
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The cost of acquisition is lower through organic advocacy.
通过有机倡导，客户获取成本更低。
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Compound and network effects amplify growth and creator economy enables scalable brand storytelling because each creator will have their own take on your product and will open new channels to put your product to use in ways that resonate deeply with their audience.
复合效应和网络效应会放大增长，而创作者经济则实现了可扩展的品牌故事讲述，因为每个创作者都会对你的产品有自己的看法，并开辟新的渠道，以与他们的受众深度共鸣的方式使用你的产品。
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It's the channels that you might not have thought of yourself.
这些渠道可能是你自己从未想过的。
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Content and especially founder content drives up to 13 times higher return on investment compared to non-blogging businesses.
内容，尤其是创始人内容，与非博客业务相比，可带来高达13倍的投资回报率。
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So if you're a founder, a growth leader, a sea suite member, ask yourself in the AI era, will you spend your next $100,000 on ads or invest in a culture that turns users into advocates, creators, and founders?
所以，如果你是一名创始人、增长负责人或高管，在AI时代，请问自己：你会把接下来的10万美元花在广告上，还是投资于一种能将用户转化为倡导者、创作者和创始人的文化？
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Lead with culture. Lead with your brand. Lead with you.
以文化引领。以你的品牌引领。以你自身引领。
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As always, we hope this was helpful. We'll see you next time. Bye.
一如既往，我们希望这篇内容对你有所帮助。下次再见。
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Bye.