In 2006, self-proclaimed hustler Gary Vaynerchuk decided it was time to try something new. Over the previous 10 years, Vaynerchuk had expanded his father’s liquor store into a successful wine business called Wine Library. However, for the ambitious young man, this was only the beginning. He had always had a nose for trends, and he could sense a real shift in how customers were making buying decisions. He wanted to capitalize on it.2006年，自称为是小商贩的加里·沃伊涅尔查克要求，是时候尝试新的东西了。过去10年中，沃伊涅尔查克早已把他父亲的酒铺不断扩大出了一家名为“葡萄酒图书馆”(Wine Library)的顺利酒企。

然而，对于这位雄心勃勃的年轻人来说，这意味着是个开始。他仍然很擅于找到潮流所向，需要感觉到客户做出购买决策的方式正在再次发生贯彻的改变。

他想利用这种变化赚到一笔。Vaynerchuk set up a camera and had a colleague shoot him talking about wine. He was direct, brash, funny, and above all, informative. But what really set him apart was his sheer work ethic. He posted a new episode of his “video blog,” which he dubbed Wine Library TV, five days a week and relentlessly supported the content by tweeting in every spare moment, until three in the morning and beyond.沃伊涅尔查克架设了一个摄像头，让一位同事摄制他闲谈葡萄酒的画面。他的评论直截了当，锐利诙谐，风趣诙谐，最重要的是，信息量十分大。

但不知疲倦的工作态度才是他确实与众不同的地方。他每周有5天会都公布一段全新的“视频博客”（他把它戏称为“葡萄酒图书馆电视”），而且一有空就放微博，坚持不懈地为视频内容获取反对，仍然到凌晨三点，甚至更加晚。Vaynerchuk’s methods paid off. Not only did his wine selling business grow to unparalleled heights, he became a bestselling author with books like Crush It!and Jab, Jab, Jab Right Hook. He was featured on the covers of top business magazines and received invitations to speak in front of massive audiences of entrepreneurs and executives. His fans even began calling themselves Vayniacs.沃伊涅尔查克的方法获得了报酬。

不仅葡萄酒销售做生意快速增长到了空前的高度，他本人也出了一位畅销书作家，代表作还包括《消灭它！》(Crush It!)和《右钩拳》( Jab, Jab, Jab Right Hook)。此外，他屡屡攀上顶级商业杂志的封面，而且还常常应邀在大批企业家和高管面前公开发表演说。他的拥趸甚至开始以“沃伊脑残粉”自称为。

Gary Vaynerchuk’s ascent to online stardom and real world riches typifies a powerful trend in business today. The idea, written about in countless articles and business books, is that the only way to make it in the digital age is to relentlessly promote your “personal brand,” especially though social media.加里o沃伊涅尔查克兴起为网络明星、同时在现实世界夺得万贯身家的经历代表了当今工商界的一个强劲趋势。这种理念早已被无数文章和商业书籍探究过，它就是：在数字时代进账顺利的唯一途径是，不遗余力地推展你的“个人品牌”，尤其是通过社交媒体。The intensity of this process can be daunting. As such, a cottage industry of inspirational business advice has sprouted online, full of aphorisms that combine self-help and tough love. In fact, Vaynerchuk put it best during an interview on Mashable, where he looked into the camera and stated with his characteristic confidence, “If I’m more successful than you, there’s one reason for it—it’s because I outworked you.” And by work, he means spending a huge number of hours building fans of his Internet persona.这个进程的强度有可能令人胆寒。

于是以因为如此，一个致力于获取励志商业建议的作坊式产业早已在网上破土而出，它充满著了集自助和严苛之爱人于一身的格言警句。事实上，还是沃伊涅尔坎说道得最确切不过。他在拒绝接受社交媒体博客Mashable专访时盯着摄像头，带着他特有的热情，言之凿凿地说道：“如果我比你更加顺利，那只有一个原因——因为我比你工作得更加希望。

”他所说的工作所指的是，花费大量时间为他的网络形象打造出粉丝群。It is a recipe for success that is attractive, intuitive, and appealing to our fundamentally American belief if you hustle long and hard enough to get yourself in front of people, you can make all your dreams come true. There’s only one problem—for many of us, it doesn’t work.这是一种极具吸引力、十分直观的顺利秘诀，十分合乎美国人秉承的一项基本理念：如果你比其他人更为长久、更为希望地奋发，你所有的梦想都可以变成现实。这里只有一个问题——对于许多人来说，这样做到显然权宜之计。The soaring popularity of “self branding” is just one of the topics addressed in David Zweig’s new bookInvisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion (Portfolio/Penguin), which is slated for release later this month. Named as a Top Business Book to Read in 2014 by Adam Grant, a Wharton professor and bestselling author in his own right, Zweig challenges the pervasive notion that the people who spend the most time getting others to pay attention to them win. He accomplishes this by conducting in-depth profiles of individuals who are at the zenith of professional success in their fields and who actively shun the spotlight.“自我品牌营销”大大攀升的人气意味着是大卫o兹威格的新书《隐形：在自我促销时代中电子邮件工作的力量》(Invisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion)探究的主题之一。

这部订于本月末发售的著作被沃顿商学院(Wharton)教授、畅销书作家亚当o格兰特被誉为2014年最有一点期望的商业书籍。兹威格企图挑战一个广泛尊重的观点：花费最多时间争夺战其他人眼球的那个人必将获得胜利。为了超过这个目的，他了解剖析了一些正处于各自职业生涯顶峰，同时主动避免聚光灯的成功人士。

Some of those Zweig examines in his book include one of the world’s leading perfume developers, the structural engineer of the largest building on earth, and the guitar technician for the multiplatinum rock band Radiohead. All of the highly successful (and well-paid) masters featured in Invisibles work long hours, in some cases as long or even longer than what the self-branding Maharishis prescribe. But instead of spending these hours on promotional hustle, they dedicate time to working on and refining their actual craft.这本著作检视的成功人士还包括一位全球顶级香水开发商，全球仅次于建筑物的结构工程师，以及发售过多张白金唱片的摇滚乐队电台司令(Radiohead)的吉他手。在《隐形》一书中，所有大获得顺利（而且收益高昂）的大师级人物都在长时间工作，其中一些人的工作时间跟自我营销的精神领袖所命令的时间一样宽，甚至还要更长。

但他们并没利用这些时间卖唱，而是全身心地工作，抛光自己的技艺。Zweig’s argument is not that marketing is evil or useless. “I’m not suggesting that some types of professionals don’t need to self-promote,” he writes, “Many of us do.”茨威格并不是要说，营销是恶魔的，也不是要论证营销是多余的。

“我并不是说道某些类型的专业人才不必须自我促销，”他写到。“很多人都必须。

”There’s no denying that people like Gary Vaynerchuk have built empires by working into the wee hours of the morning to draw attention to themselves and their brands. In an age where doing an Internet search is the first step in virtually every buying decision, those who don’t maintain an online presence have a tough road ahead of them—no matter how well-crafted their work. The author’s overriding point is simply that a culture that favors around-the-clock hustle at the expense of all else holds back as many businesses as it helps.不可否认，以加里o沃伊涅尔查克为代表的自我促销一族往往工作到凌晨时分，为自己和自己的品牌夺得了注目，最后创建起了自己的商业帝国。在如今这个时代，网际网路搜寻早已沦为完全每一项购买决策的第一步，那些没在网络上安营扎寨的人往往要面对一段艰辛的前程——无论他们的产品工艺多么精美。

兹威格最重要的观点很非常简单：如果一种文化注目的是计代价、24小时全天候的吆喝卖唱，那么它能推展多少企业，就一样也能拖垮多少企业。So the question remains: How do you compete if your particular business requires you to be up until three in the morning making wine instead of selling the wine that someone else has made?因此，问题依然是：如果你经营的那门做生意必须你以后凌晨三点还在酿酒，而不是卖唱其他人早已作好的酒，你怎么去竞争？One option is to eschew personal brand building in favor of building a community. Instead of personally writing every blog post, answering every comment, and crafting every tweet, you might instead build a network of people in your industry willing to share in content creation duties. By positioning yourself as the lynchpin of that community, you often gain as much visibility as you would otherwise.一种自由选择是，不要建设个人品牌，转而建设一个社区。

不是特地编写每篇博客文章，问每一个评论，构想每条微博，你也许应当在你的产业内打造出一个人际网络，让其他人承担内容创作任务。如果你摆正位置，设法沦为这个社区的轴心，你往往可以取得某种程度多的曝光度。Another approach is to arm your employees with the tools, training, and encouragement to each contribute a small amount of content over an extended period of time. While it may feel good to take a solo in the spotlight, letting everyone on your team chip in can multiply the effect while still leaving plenty of time for you to do the work that really matters.另一种方法是，用工具和培训武装你的员工，希望每个人在一段较长期间内贡献少量内容。

虽然一个人独霸聚光灯的感觉也许很好，但让团队中每个人都参予进去，往往需要成倍缩放促销效果，这样做到还可以给你腾出充足多的时间，让你专门从事确实最重要的工作。Whatever promotional strategy you ultimately choose, there’s one thing that’s clear—for many of us, shifting the focus from “me” to “we” is the secret to building, marketing, and selling something truly great.无论你最后自由选择何种促销战略，有一件事情非常明显——对于我们许多人来说，把焦点从“我”移往到“我们”，是建构、营销和销售确实最出色的产品的秘诀所在。

Michael Schein is the founder and principal of Michael Schein Communications, a digital marketing firm that has created or facilitated content creation for companies including eBay, LinkedIn, Avectra.本文作者迈克尔·施恩是迈克尔o施恩通信公司创始人兼任负责人。这家数字营销公司早已为还包括eBay、LinkedIn和Avectra等公司建构了许多营销内容。

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