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How
a Simple Idea Became a Huge Business
我怎样白手起家（4）
要是我有个水晶球能窥见未来，我会怎么样呢？
许多人一遇到障碍就打退堂鼓，但我不会这样。
我一旦有了目标，就必然锲而不舍，全力以赴。
我相信人生中充满机会，但我们往往不懂得把握。
By Howard Schultz
霍华德·舒尔茨
A Trip to Italy
意大利之行
[14]I still believed so much in the future
of Starbucks that I couldn't accept "no" as a final answer.
I had to join this company.
[14]我对明星咖啡连锁公司的前途仍深具信心，不甘就此罢休。
[15]The next day I called Jerry back. "Jerry,"
I protested, "this isn't about me. It's about your company."
I spoke and he heard me out, then fell silent. "Let me sleep
on it," he said. "I'll call you tomorrow."
[15]第二天我又打电话过去。"巴登，"我说，"这不是为我自己着想，而是为你们公司…�"他耐心倾听，然后沉默了一阵。"让我再想一晚，"他说，"明天给你回音。"
[16]Perhaps he slept; I certainly didn't.
[16]也许他睡了一觉，可是我却整夜未眠。
[17]The next morning I picked up the phone
on the first ring. "You have the job, Howard," he said.
"When can you come?"
[17]次日早晨，电话铃一响我就拿起听筒。"我们决定雇用你，"巴登说，"什么时候来上班？"
[18]So many times I've been told something
can't be done. But if I believe in it, I can't let it go. Part of
my determination comes from my enthusiasm, and part is fear of failure.
The example of my dad was always in my mind. An honest man who worked
hard and loved his children, he was never able to take control of
his life and climb out of the hole of blue-collar jobs-truck driver,
factory worker, cabdriver-that left him a beaten man.
[18]许多人一遇到障碍就打退堂鼓。但是我不会这样；我一旦有了目标，就必然锲而不舍，全力以赴。我能如此坚毅，一方面是凭着满腔热诚，另一方面是畏惧失败。我常常想起父亲坎坷的一生。他为人诚恳、工作勤奋、爱护儿女，却一直不能掌控自己的人生方向，不能摆脱蓝领工人的地位--卡车司机、工厂工人或出租汽车司机--以致抱撼终身。
[19]After I had been at Stabucks for a year,
I had an experience that changed my life. I went to Milan to attend
an international housewares show. On my first morning I noticed
a little espresso『浓咖啡』bar. Behind the counter a tall, thin man was
cheerfully greeting customers.
[19]进明星咖啡连锁公司一年之后，由于另一件事，我的人生又有了大转变。我去意大利米兰参观国际家庭用品展览，第一天早晨便注意到会场里有个小小的蒸馏咖啡吧。柜台后面有个高高瘦瘦的男人在笑吟吟地招呼顾客。
[20]"Espresso?" He asked, holding
out a cup. After three sips it was gone, but I could still feel
its warmth and energy.
[20]"蒸馏咖啡?" 他问，然后递给我一杯。我啜吸三口就喝光了，不过咖啡的香浓温暖我却至今难忘。
[21]That day I discovered the romance『浪漫情调』and
ritual『规矩；习惯』of coffee bars in Italy. My mind started churning 『翻腾』.
My company's connection to coffee lovers did not have to be limited
to their homes, where they ground and brewed『煮』our coffee. What
we should do was sell coffee by the cup, in coffee bars.
[21]那天我见识了意大利咖啡吧的浪漫格调和营业作风。我于是开始动脑筋。其实，我们公司和咖啡爱好者的关系不必局限在他们家里。我们何不开设咖啡吧，论杯卖咖啡，让他们不必自行研磨冲泡也能喝到我们的咖啡？
[22]On my return to Seattle, however, my
bosses argued that Starbucks was a retailer, not a restaurant or
a bar. They pointed out that Starbucks was successful. Why rock『使摇摆』the
boat?
[22]回到西雅图后，我向老板提出此计划，他们却不以为然，强调明星咖啡连锁公司是零售业者，不是餐厅或酒吧。他们还指出公司很赚钱，何必冒风险另辟蹊径？
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