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[参考文献] TTT 第一课 >> Good Profit 柯赫采访 Part II（中英双语文字稿） > 第二节

Charles Koch：

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Yeah you've got to, and one of our top people said, you had this saying:

是的，你必须去，我们的一位高管说，有这样一种说法：

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If you don't know what's on your customers, what's posted on your customers’ refrigerator door, you don't know your customer,

如果你不知道你顾客的冰箱门上贴着什么，你就不了解你的顾客，

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because if you don't have that closer relationship and that much trust in you, you really haven't built it.

因为如果你们没有那样密切的关系，及他对你的信任，你就没有建立良好的关系。

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So that's what we, that was the first thing to understand what our customers value, so we could satisfy.

我们首先要了解客户重视什么，这样我们才能满足客户的需求。

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And what we found out for most of them is okay, you have a truck there, you have a truck ready,

我们发现大部分客户都能接受这种方式：你们把卡车停在那里，用卡车做好运油的准备，

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and if they get a discovery you're there and you move that oil immediately, they don't have to call you wait a week for the truck to get in

如果他们发现你能随时准备立即运油，他们不需要叫你等一个星期再把卡车开进来。

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then we found okay, that's a pain to have trucks come in, and all the time you got to worry about the road, you got to worry whether it's muddy or whether there's snow, all these other things.

他们发现这样也好。让卡车进来运油也很头疼，因为你得一直担心路况、担心道路是否泥泞，是否下雪了，以及其他情况。

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So they wanted a pipeline then as quickly as possible.

因此他们想要尽快建好管道。

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So before there were any economics in the field, you knew it was big enough to justify pipeline.

在开始之前，你知道的，首先要证明铺设管道是正确的。

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We would go in and we'd go in without any commitments, just say if we build a pipeline in there, will you sell us the oil.

我们想铺设石油管道，不做任何承诺就进去，比如问，如果我们在那里铺设管道，你会把石油卖给我们吗？

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To start with 30-day division orders, they can cancel in 30 days and we'll build these pipelines.

从30天的订单分配协议开始，他们可以在30天内取消，我们将铺设这些管道。

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And guess what？Since we did that, we're giving them good services, somebody else would come in if the field got built.

你猜怎么着？因为我们这样做了，我们为他们提供了很好的服务，如果市场建立起来，其他人也会参与。

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So we'll build a pipeline and do it cheaper, they would give us last luck,

因此，我们以更便宜的价格铺设管道，他们就会支持我们，

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because they loved that we were committed to creating value for them, and we would do whatever it took to satisfy their values.

因为他们喜欢我们全心全意为他们创造价值，我们尽一切可能满足他们的价值需求。

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Koch)This is why I'm coming back to, (Robinson) right.

所以我回到……。

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If you're dedicated to creating value for your customers, you build loyalty.

如果你致力于为顾客创造价值，你就建立了忠诚的客户群。

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We have customers and suppliers that we've done business with for 40 years, and we try to help each other.

我们已经和一些客户和供应商做了40年的生意，我们尽量互相帮助。

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If they're in a problem, rather than take advantage of them, we want to be compensated for what we're doing for them,

如果他们遇到问题，我们希望为他们做点什么弥补他们的损失，而不是占他们的便宜

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and then the other way, and we've had some of these companies I won't mention names,

另一方面，我们还有一些公司客户，我就不提公司名了，

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big companies say, we're the only company they have of this kind of relationship with.

这些大公司说，我们是唯一一家和它们建立了这种关系的公司。

Peter Robinson：

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Right, okay, so that story you just told from the financial point of view, building a pipeline without knowing whether the field would be built out was a very risky thing to do.

好吧，从财务角度来看，在不知道是否有市场的时候铺设管道，是一件非常危险的事情。

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But from the point of view of creating value for the customer,

I just don't know how you fit that,

但是从为客户创造价值的角度来看，

我只是不知道你们是如何适应的，

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I'm trying to oh, I have a terrible disability, I have an MBA.

我尽量，哦，我有一个可怕的障碍，我有MBA学位。

Charles Koch：

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Oh my god,