Most people agree that entrepreneurs have to think differently and take risks to have much chance of building a successful business. Yet I have found that serious entrepreneurs usually go way beyond these platitudes in their actions and thinking, and often won’t volunteer their real views, for fear of alienating “regular” people, and being branded a fanatic.

多数人认同，创业者必须具有与众不同的思维方式，并且敢于冒险，这样才更有机会去建立一家成功的企业。然而我发现，那些真心想有所建树的创业者经常与这些老生常谈相去甚远，并且出于对被“普通人”疏远和被贴上狂热分子标签的恐惧，他们往往不会践行他们真正的想法。

In his new book “The Entrepreneur Mind,” by serial entrepreneur Kevin D. Johnson, he outlines 100 essential beliefs, insights, and habits of serious entrepreneurs. Most of these are predictable, like think big and create new markets, but I found a few, like the ten below, that will likely raise the hackles of many people outside this lifestyle, and many “wannabe” entrepreneurs.

在连续创业者Kevin D.Johnson的新书《创业思维》中，他概括了100条为连续创业者们所坚持的理念，见解和习惯。多数都在预料之中，如从大局思考以及开创新的市场，然而我也找出了一小部分，比如下面说的这十条，这些可能会触怒那些不以这种生活方式生活的人，以及许多“有抱负”的创业者。

1.All risk isn’t risky. Entrepreneurs surely understand the high probability of failure, but they don’t necessarily like to gamble. Instead, they take calculated risks, stacking the deck in their favor. They must have enough confidence in themselves, supplemented by expert knowledge, solid relationships, or personal wealth, to see the risk as near zero.

1.并非所有风险都具有危险性。创业者显然知道失败的巨大可能性，然而他并不必然愿意去赌一把。相反，他们愿意承担一些经过计算的风险，依他们的兴趣摆布局势。他们必须对自己具有足够的信心，同时又拥有专业知识，稳固的社交关系，或者巨大的个人财富，他们才会把失败的风险视为接近为0。

2.Business comes first, family second. This view isn’t a selfish one, but a recognitionby serious entrepreneurs that family well-being is dependent on the success of the business, not the other way around. This is why airlines ask you to put on your oxygen mask first. Should you forego closing a million dollar deal to attend a ball game with your son?

2.生意至上，家人次之。这并非是一种自私的观点，相反，那些连续创业者们公认，家人的幸福取决于生意的成功，而不是相反。这就是为什么航空公司要求你首先带上氧气面罩。你是否应该为了和你儿子一起去打球而拒绝一个价值100万美元的合同?

3.Following your passion is bogus. Look for a good business model first. Your passion may be for a good cause, like curing world hunger, but it may not be a good business. In any young business, you inevitably find things that are not enjoyable, but need to be done, like cold calls or firing unproductive employees. Just doing fun things is a myth.

3.追随你的激情是不好的。首先要寻求一种良好的商业模式。你的激情或许出于一个非常好的动机，比如消除世界上的饥饿，但那或许并不是一桩好生意。在所有羽翼未丰的公司，你不可避免地会发现一些无趣的但又必须完成的事情，比如陌生推销或者解雇那些效率低下的员工。仅仅做有趣的事儿?那只是个传说。

4.It’s not about being your own boss. Great entrepreneurs aren’t interested in being bosses at all. People who crave the freedom to do what they want when they want generally make terrible entrepreneurs. In order to be a successful entrepreneur, discipline is a must, and accept your new bosses as investors, partners, and customers.

4.做自己的老板不见得是好事。的创业者对成为老板压根没有兴趣。那些渴望为所欲为的人通常很难成就事业。对于成为一个成功的创业者而言，纪律是不可或缺的。你也必须接受那些新的老板，他们是投资者，创业伙伴，还有消费者。

5.Fire your worst customers. We have all had customers who take advantage of us, to the detriment of other good customers. The best entrepreneurs are quick to make the tough decisions to bypass bad customers, with proper respect, to minimize frustration, resource drain, and reputation loss. You can’t please everyone all the time.

5.放弃那些最糟糕的客户。每家公司都有些总占公司便宜，并使那些好的客户蒙受损失的糟糕客户。那些的创业者会立即作出一项困难的决定，那就是体面地对那些糟糕的客户敬而远之，绕道而行，以此将挫折、资源浪费和信誉流失减少到最小。你没法总是取悦所有人。

6.Ignorance can be bliss. It’s great to be highly familiar with the industry in which you plan to compete, but many times people see too many challenges, and never start. In other cases, entrepreneurs are opening up new business areas, so no one yet knows the challenges. Serious entrepreneurs trust their ability to beat a new path to the opportunity.

6.无知有时是福。非常熟悉你将要奋战的行业自然是件好事，但很多时候人们看到了太多的挑战，却从未跨出步。此外，创业者所开辟的常常是新的商业领域，没人知道挑战究竟在哪儿。真正的创业者相信他们能够披荆斩棘，开辟出通往机会的新道路。

7.You’re in no rush to get an MBA. If you are already an entrepreneur, more education, including an MBA, will only slow you down. Consider it a waste of time. If you plan to become an entrepreneur, and already have business experience or an undergraduate business degree, skip the two-year delay and cost of the MBA.

7.不用忙着去攻读MBA。假如你已经是一位创业者了，接受更多教育，包括MBA，只会放慢你的脚步。把它看做是时间的浪费吧。假如你计划要创业，并且已经有了一些商业经验或一个商科本科学位，就不要花费2年光阴去读那价格不菲的MBA了。

8.You are odd, and it’s OK. Entrepreneurs, especially those in technology, usually don’t start out as well-rounded, well-adjusted leaders. In fact, being odd is quite the norm. According to other studies, attention-deficit disorder (ADD) is common, as well as host of other personality disorders. It’s actually cool to be a geek in this lifestyle.

8.行为古怪也没问题。在创业的起始阶段，那些创业者，尤其是在科技领域的创业者并不表现得像个很圆滑和适应性很强的商业。事实上，举止古怪反而很正常。其他研究显示，在创业者中，注意力缺失症是一种常见现象，其他人格障碍亦是如此。其实以一个怪胎的方式生活是一件挺酷的事情。

9.A check in hand means nothing. Every entrepreneur remembers their naïve days when that first customer check bounced. When you receive a new purchase order, a check, a verbal agreement, or even a written agreement, don’t get too happy and excited. Save the celebration until you have cold cash in hand, or the funds are verified.

9.未经兑现的空头支票毫无意义。每个创业者都记得他们收到客户寄来的张支票时那副手舞足蹈的天真模样。当你收到一张新的订单、一张支票、一个口头协议、或者一份书面协议时，不要兴奋过度。等你手中拿到真金白银的时候再庆祝吧。

10.There’s no such thing as a cold call. If you are an elite entrepreneur, you don’t go into anything cold. With the Internet and a plethora of other resources, you can warm up any call quickly, and not waste your time or theirs. Doing your homework first is one of the best ways to get an advantage over your competition.

10.没有所谓的“陌生营销”。假如你是一个精英创业者，你就不会接触任何一种与“陌生”有关的东西。在这个互联网和大量其他信息唾手可得的年代，你能迅速通过各种方式熟悉对方，不要浪费彼此的时间。首先做好自己的功课，这是获得竞争优势的方式之一。