在竞选美国总统前 大约三十年前 特朗普写了本书
Before vying to become President of the United States of America, Donald Trump wrote a book
nearly thirty years ago that became one of the most successful business books of all time.
Trump starts by taking us through a week in
his life back in 1987 when he’d just turned 40.
There are a distinct lack of formal meetings but a large amount of phone calls usually
between 50-100 a day, that are short and to the point. Interspersed between these are
a dozen or so impromptu meetings. After leaving the office at 6.30, the calls continue into
the evening and all weekend. It’s clear that there is a strong woman
behind Trump, his wife Ivana looks after their three homes and raises their three children.
She even helps out on the business side by running Trump’s Castle, the second hotel
and casino complex Trump bought. When it comes to the specifics of deal-making,
Trump aims very high and then pushes relentlessly to try and get it.
His ability to think big gives him a great advantage as many people fear decision-making
and success. He doesn’t just run a hotel; he runs a large hotel with a huge casino attached
to it. Any decisions he has to make are made only
after asking lots of questions and getting the opinion of everyone who is involved. Knowing
对市场的了解是必须的 要想使产品有价值 就得让公众了解它
the market is essential. To make a product valuable, getting the word
out is crucial. Generating interest and excitement is needed and Trump thinks it’s better to
do it himself than having public relations people to do it for him.
他无畏 充满争议 甚至有时候是无耻的这使得报纸既会用积极也会用消极的话来形容他
He’s bold, controversial and sometimes outrageous. This causes the press to write about him both
positively and negatively, but from a pure business viewpoint, the pros of being written
然而 即使有再多的推销 激情 和夸张都不能在你无法发货的时候有所帮助
about far outweigh the cons. However, no amount of promotion, excitement
and hyperbole will help if you can’t deliver the goods. You can’t con people for long.
You need to have a great product. Trump’s greatest influence growing up was
his father. His father built rent-controlled property in New York and taught him toughness
in business as well as competence and efficiency in an industry where profit margins were so
low. Costs had to be kept down so he learnt how to negotiate hard with suppliers. His
father also promised reliability in payment and the promise of future work as a way of
getting suppliers to lower prices. These were strategies that his son followed when he moved
在13岁的时候 特朗普就读于军校 后来进入沃顿商学院
into the upper market real estate business. At the age of 13 Trump enrolled in a military
school and later attend Wharton School of Business. Whilst studying he worked with his
father on an apartment complex they purchased in Cincinnati, Ohio, which contained 1,200
properties. They increased the occupancy rate to 100% by improving the look and cleanliness
of the complex and then sold it for a profit. Trump moved to Manhattan in New York and started
working on larger projects. In 1974 he became interested in buying the Commodore hotel,
a dark and dingy place that was losing money but in a good location next to Grand Central
station and the subway. Trump soon got some designs for the new architecture
of the hotel and entered a deal with the Hyatt hotel chain where they were equal partners.
Trump would build the hotel and Hyatt would manage it once built.
It took several years of negotiation and renovation but when the hotel reopened in September 1980,
they increased the room rate from $20.80 in the old Commodore, to $115 at the new Grand
Hyatt, with over 80% occupancy. At the same time Trump was negotiating a secret
deal to buy some land in a prime location on 5th Avenue to build a giant glass skyscraper
那将会变成川普大楼 大楼越高大 特朗普可以在那建造的公寓以及能赚到的钱就会越多
that would become Trump Tower. The taller and bigger it was, the more apartments he
could put in there and the more money he’d make. In the end the city planning commission
approved a 68 storey building, the tallest residential building in New York City at the
time. The glamorous tower attracted many stars to
purchase apartments, from Steven Spielberg to Liberace. Trump moved into one of the penthouse
apartments on the top floor with his family in 1983.
The entire Trump Tower project cost $190million. Sales of the apartments generated $240million.
Trump also received $10million in sales commission plus more profit from rental of retail and
接下来 特朗普就进军了赌场业 在1984年建造了特朗普广场赌场
office space. Trump then moved into the casino business,
building the Trump Plaza in 1984. He had gone into a 50-50 partnership with Holiday Inn
but after disagreements in the partnership, Trump bought out Holiday Inn and owned the
whole building by 1986. Once in sole charge, he tried to improve the profit of the casino
by hiring his competitor’s employees. His policy was:
1. Hire the best people from your competitors 2. Pay them more than they were earning
3. Give them performance based bonuses and incentives.
The result was a profit of $20million more than was projected.
不久以后 特朗普广场赌场开张了 特朗普计划把可能消极的形势变为积极的 有利可图的
Soon after Trump Plaza had opened, Trump managed to turn a potentially negative situation into
a positive and profitable one. Hilton hotels had started building a huge
casino-hotel in Atlantic City to rival Trump’s facility. Eager to start making a profit,
they started construction at the same time as applying for a gaming licence. Unfortunately
对他们来说 不幸的是 他们的建设快要完成时 许可证被驳回了
for them, they were rejected a licence just as construction was nearing completion.
Trump started negotiating with chief executive Barron Hilton and negotiated a cut price deal
of $320million to purchase the facility. In 1985, Trump’s Castle opened and took a gross
income of $131million for the six months it was open that year.
In May 1986, Trump was in his apartment in Trump Tower, overlooking Wollman Ice Skating
Rink in Central Park. The rink was supposed to be closed and rebuilt in two and a half
6年以后 花了将近1300万美元 他们离完成这项工作还差得远
years by the city. Six years later and after nearly $13million spent, they were no nearer
特朗普写信给市长 主动提出在6个月内重建溜冰场 并自己提供了300万美元
to completing the job. Trump wrote to the mayor and offered to rebuild
the rink in six months, putting up the $3million dollars himself. After being rejected at first,
the letter leaked to the press, who all sided with Trump. The negative publicity caused
负面宣传令市长转变态度 和特朗普达成一项协议 特朗普只在完成这项工程后得到300万美元的回报
a u-turn from the mayor and a deal was struck, with Trump getting paid back the $3million
only on completion of the project. Implementing some strong leadership by checking
on progress daily, Trump oversaw the rink fully built in four months and $750,000 under
budget. Donald Trump spent the first two decades of
his working life accomplishing things that many said could not be done. At the end of
his book, he promised to continue to put two of his best skills to good use: overcoming
obstacles and motivating people to do their best work.
在竞选美国总统前 大约三十年前 特朗普写了本书