商务阅读II第6单元

A25-year-oldserialentrepreneurThefounderofMophie:ThefounderofKAcollegedropout

Anentrepreneurisanenterprisingindividualwhobuildscapitalthroughriskandinitiative.Aserialentrepreneurwillcontinuouslycomeupwiththeideaandgetthingsstarted,butthengiveresponsibilitytosomeoneelseandmoveontoanewideaandanewventure.

BenKaufmanUnit

6

SectionI(Para1-14):HisAchievements1.(Para1)AyoungserialentrepreneurHarnessideasandletpeoplehaveforum

Harness=exploit;makeuseof

Forum=

Awebsiteforopendiscussion2.(Para2)Hisentrepreneurialjourney★ThefounderofMophieAstart-upthatmakesinnovativeiPodaccessories.SectionI(Para1-14):AchievementsStart-upn.=AbusinessthathasrecentlybegunoperationAccessoryn.=asupplementarycomponentButheneededtooutdohimself.outdov.out-加及物动词,表示在这个动词所表示的意思方面比其他的人和事物“要快、要好”等outlive（比…活得长）outweigh（比…有价值）outswim（比…游得快）outshine（比…更亮，比…更灿烂）outplay胜过outwit在智慧上胜过

surpass;exceedSectionI(Para1-14):Achievements3.(Para3)InvolvingpeoplearoundtheworldinthedevelopmentofnewconsumerproductsInsteadofsettingupatraditionaldisplayboothatlastyear’sMacworldconvention,Kaufamn…

(Para3)Togetherwecanmakebetterdecisions.Booth=stall（Macworld）convention=formalassembly大会

MacworldisawebsiteandmonthlycomputermagazinededicatedtoAppleproducts.苹果电脑大会;麦金塔世界博览会

Sketch=describeroughlyorbriefly;doodle

4.(Para3)Bevy4.(Para4-7)HisentrepreneurialjourneyTheSongSlingHowcouldKaufmanmakehisdreamcometrue?Iconvincedmymomanddadtoremortgagethehouse,”hesays,“andtheygavemethe$185,000inequityandletmegiveitashot.SectionI(Para1-14):AchievementsacasefortheiPodShufflethatyouweararoundyourneckMortgage

=toputuppropertyassecurity(抵押品）fortherepaymentofaloanRemortgagen/v.=haveasecondmortgage再次抵押Equity(指扣除一切费用后的)资产净值Giveitashot=toattempttodosth.4.(Para4-7)Washismothersupportivetohim?Whenyouseesomeonewhohasadreamandagreatidea,youdon’twanttostifleit.SectionI(Para1-14):AchievementsStiflev.=holdsth.back;suppress;smother

Howsuccessfulwasthesongsling?(Para6)The$39.95SongSlingturnedouttobeasuccess…Inordertokeepthebuzzgoing,hesays,“IneededtohittheshelfwithanewproductwithinfourweeksaftereachnewiPodmodeldropped.”为了保持销售领先，考夫曼说，“在每种iPod新模型呈下滑趋势时，我必须在四星期内生产出一种新产品上市销售。”Buzz

=soundofrapidvibration;=thrill,sensationHittheshelf=cometomarket上市销售

TripstoChina:Hisworkattitude(Para7)Toensurethathisexactingstandardsweremet,he’dsitinfrontofthemachinesasthepartswerecomingout,saying“no,”“yeah,”“maybe,”“closer.Exacting=strict;demanding严格的；苛求的(Cont.)TripstoChina:Hisworkattitude(Para7)Hepushedsupervisorstospeedupproductiontimesandstucktohisgunswhentheywantedtocutcornersandraiseprices.

Sticktoone’sguns=standtoone’sgroundCutcorners=dosomethingthecheapestoreasiestway抄近路(Para8)WhatmotivatedandinspiredKaufman?Whatoftenmotivateshim,Kaufmanadmits,isdanger.TherearetwothingsthatinspireBen:lotsofmoneyandnomoney.”SectionI(Para1-14):Achievements5.(Para9-12)★FounderofKluster

(Para9)HesoldtheMophieproductlineandrolledtheproceedsintoKluster,avirtualforum（K)thatallowsconsumersandbusinessestocollaborate

onthedesignofproductsandservices.Proceeds=theincomeorprofitarisingfromtransactionsVirtual=existingnotinactualfactbutcreated,simulated;(fictitious)SectionI(Para1-14):Achievements5.(Para9-12)★FounderofKluster(Para10)HelaunchedKlusteratyear’sTEDconference…,invitingtheelitetologontoKluster’scomputersystemandbrainstormanewproduct.Aglobalsetofconferencesformedtodisseminate"ideasworthspreading."Launch=

TointroducetoamarketElite=agroupofpersonsenjoyingsuperiorintellectualorsocialoreconomicstatusBrainstormv.=(ofagroupofpeople)tosuggestalotofideasfor(anactivity)veryquickly集体讨论；献计献策SectionI(Para1-14):Achievements5.(Para9-12)FounderofKlusterAnexample:aboardgameaboutclimatechange

(Para11)a

fullyrenderedprototypeofthegame

Rendered=made;finishedPrototype=Anoriginal,full-scalemodelofanewproduct5.(Para9-12)HowcancompaniesmakeuseofKluster?

(Para12)AsKaufmanenvisionsKluster,companiesthatwanttocreateanewproductwillusetheplatform()①toputoutachallengeto

arelevantgroupofconsumers—mothers,say,ifacompanyisdesigninganewtoy,oraction-sportsfans

ifit’splanninganeventforRedBull—SectionI(Para1-14):AchievementsEnvisionv.=imagine;anticipateAction-sports=extremesports;X-sportsSnowboardingBungeejumpingFormula15.(Para9-12)(cont.)HowcancompaniesmakeuseofKluster?

(Para12)②Participantswillbeabletoproposeideas(calledsparks),suggestrefinements(amps),and“invest”inideastheybelievein,usinganalternatecurrency(watts).SectionI(Para1-14):AchievementsRefinementn.=smallchangesoradditionsthatyoumaketosomethinginordertoimproveit;improvement;elaborationAlternate(currency)=substitute(currency)替代货币5.(Para9-12)HowcancompaniesmakeuseofKluster?

(Para12)③…offeracashrewardforawinningconcept.SectionI(Para1-14):AchievementsSectionI(Para1-14):Achievements6.(Para13-14)Futureplan:(Para13)Kaufmanandhisteamarestilltweakingthesoftwareandpreparingtolaunchseveralprojectsforcorporateclients.(Para14)Andafterthat?“IwanttobuildanothercompanywithinKluster,wherealltheproductswillbeconsumer-generatedandtherewillbeacaféwherepeoplecantalkaboutideas.I’vegotsomanyideas…”Tweakv.=adjust;finetune;makeaminoralteration

[俚语]【计算机】对…稍作调整Consumer-generated=consumer-produced

LookatsectionII:GoaheadwithBenKaufamnQ1Whatwasyourfirstbusiness?ThestoryofBKMedia:SectionII(Para15-21)GettingaheadwithKaufmanIfinagledmywayintomakingallthesevideosforbigcompaniesandwoundupmakingatonofmoney.Finagle=

achieveorgetsomethingbytrickeryorpersuasionwindup=cometoafinish;endmerchandiser=abusinesspersonorcompanyengagedinretailtradePoint-of-purchase(POP)=Aplacewheresalesaremade销售点;售卖场所merchandising(system)=salepromotionsystem销售(系统)

Q2Dopeopleaskyouforbusinessadvice？SectionII:GettingaheadwithKaufmanDoitanddon’tbeafraidtofail.Failureshouldmotivateyou.Q3Whydidyoudropoutofcollegeyourfreshmanyear?

GettingaheadwithKaufmanLearnmore…Doitandfail,anddoitagain.Onadailybasis=dailye.g.Onaweekly/monthly/yearly/regularlybasisQ4Doyouhaveabusinessphilosophy?

SectionII.GettingaheadwithKaufmanTobethebestQ5WillyougetboredwithKluster?

GettingaheadwithKaufmanShortattentionspanpitchedputthroughattentionspan=thelengthoftimeyoucanconcentrateonsomeideaoractivity注意力的持续时间Pitch=setup;buildIfsomeonepitchesanideaforsomething,theytrytopersuadepeopletoaccepttheidea我们的投资商曾担心我是三分热度．但是我说，“如果我们正确地建立了Kluster，那么我所对于企业或产品的想法，会一直在Kluster实行”。这才是真正酷的事情。Q6Howdoyouspendyourdowntime?SectionII：GettingaheadwithKaufmanFacebookaddictDowntime=

aperiodoftimewhensomething(asafactory)isnotoperatingAddict=someonewhoissodevotedtosomething