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They always benchmark themselves against how many nights booked they have compared to the largest hotel chains in the world.
他们公司总是与世界上最大的连锁酒店的预定晚数进行比较
They have, each of these companies, a different north star.
不同的公司有不同的北极星
The north start doesn't have to be monthly active users for every different vertical.
北极星不一定是月度活跃用户数
For eBay, when I was there, it was gross merchandised volume.
对于eBay来说，最关心的是成交额
How much stuff did people actually buy through eBay.
即顾客在eBay上实际买了多少钱的东西
Everyone externally tends to judge eBay based on revenue.
局外人倾向于用收入来评价eBay
Actually, Benedict Evans has done this amazing breakdown of Amazon's business.
实际上Benedict Evans将Amazon的市场进行了完美的分析
Which is really interesting.
很有意思
To look at their marketplace business versus their direct business.
将第三方业务与自营业务进行对照
EBay is all marketplace business, right.
EBay全是第三方业务
So eBay's being judged by its revenue when it actually has ten times, or whatever more gross merchandised volume going through the site.
虽然外界以收入来评判eBay但eBay实际的成交额是其十倍甚至以上
And that was the number that eBay looked at when I was inside there, and optimized for.
成交额才是eBay内部关注并以此为奋斗目标的
So every different company when it thinks about growth needs a different north star.
关于增长，不同的公司有不同的"北极星"
But when you are operating for growth, it is critical that you have that north star and you define it as a leader.
在增长的操作过程中拥有并定义"北极星"是很重要的
The reason this matters is.
北极星重要的原因是
The second you have more than one person working on anything, you cannot control what everyone else is doing. Right?
一旦公司的人数不止你一个你就不能够控制其他每个人的行为
I promise you, having now might have hit 100 people I'm managing, I have no control.
我可以很确定地跟你讲，我现在管理着100个人我根本没法控制他们每个人
It's all influence. Yes, I can say to one person, do this one thing.
我可以给一个员工分配具体的任务
But then the other 99 are gonna do whatever the hell they want.
但是其他的99名员工该干什么就干什么
And the thing is, it's not clear to everybody what the most important thing is a for a company.
什么对于公司至关重要大家并不明确
It would be very easy inside eBay for people to say, you know what?
对于eBay来讲
We should focus on revenue.
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