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So, that first year we wrote handwritten Christmas cards to all of our users that first year.
因此，第一年圣诞节的时候我们给所有的用户手写了感谢信
Second year rolls around, and we have too many customers, like, and it's still just the three founders.
第二年，我们的客户数量有了大幅度的增长当时Wufoo里还是只有我们三个人
And we were going like we're kinda screwed, I don't know what we're gonna do.
我们觉得有点招架不住了不知道该怎么办了
And we read a book called the ultimate question, and in it he talks about hey, just focus on your most profitable users
这时，我们读了一本名为《最终的问题》的书在书中，作者提到，只需要关注那些带来高额利润的客户即可
And just tend them and take care of them, then it'll work out.
去关心他们，关注他们的需求，这样问题就解决了
So we're like, all right, that, that makes sense, that's scalable.
我们看了之后，觉得这个方法不错
So that year we only write to our highest paying customers.
所以那一年，我们只给付费最高的用户写了感谢信
And the January rolls around that second year and one of our long time loyal users writes us and he's basically like, hey guys
第二年的一月份一位非常支持Wufoo的忠实客户给我们写信信中写道：你们好
I, I really loved that Christmas card you sent me the first year
我非常喜欢你们去年寄给我的圣诞卡片
and I just wanted you to know I haven't received my second card yet and I'm just looking forward to it.
我就是想告诉你们，今年我还没有收到我非常期待收到你们寄来的卡片
I know you didn't forget about me. Thanks a lot.
我知道你们没有忘记我，非常感谢
So we're like, fuck, because the best way to sort of exceed expectations is not to send any to begin with,
我们当时觉得，这可咋办！因为一开始我们就给予了用户高期待值早知道就不应该在一开始给所有人都写
so we were like sort of in this conundrum.
我们把自己拖进了困境中
And what we decided, after thinking about it for a while, is that we need to stop doing it, you know, just one time a year.
后来，我们经过深思熟虑后，决定我们不能再这样做了，一年写一次信这种做法行不通
It needs to be something that's part of the culture.
应当把这个形式变成一种文化
Happens every, every, every sort of week, even.
每个周都应该写一些
And even though we'll never catch up to all of our customers.
虽然这种方式也可能覆盖不了全部的用户
Just the practice of doing it will make all the difference.
但是总会带来一些改变
I talked a lot about a bunch of like lovey-dovey stuff and sort of like touchy-feely things
我喜欢讲一些情感故事
that I think a lot of engineers don't like to think about too often.
很多技术人员可能不会经常这样想
And so I'll end on some sort of hard business data or research.
所以我还是以商业数据或研究做结尾吧
