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[英伦广角] 【整理】2009-05-31 金融危机造就经济书籍热(接受批判ing)

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[英伦广角] 【整理】2009-05-31 金融危机造就经济书籍热(接受批判ing)

本帖最后由 北星束 于 2009-6-11 17:04 编辑

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Decade Of Success For 'Innocent'


Bad times are good times for Britain's publishers. Sales of business books have increased by almost 50% over the past decade. Sky's Anna Jones talks to Richard Reed, founder of Innocent smoothies, who's just written a book about his company's 1st decade.



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【整理】

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We’ve had a good ten years we've been very lucky.

And now you are writing books, first of all...

 

Oh I see, yes, well  that too, that too. Well obviously our main business is making smoothies. But we’ve had such an incredible experience over the last ten years of setting up the business, and we had no experience of having done it ourselves before. And I'd love for other people to have that experience too. So we put everything that we've learned in a book to help, encourage people to start their own businesses.

 

So you think that's why people are reaching for business books from the bookshelves in a time of recession, because they want to learn how to make money themselves, or do you think they’re trying to make sense of where everything’s gone wrong?

 

Well, I think it's both, isn’t it? But there is something so exciting about entrepreneurship, and the reality is in a down market, there is still great opportunities, and this could be the time, I mean if you’ve always had that thought about wanting to set up your own business, maybe now it's the time to go for it.

 

But then, books like this are often sold as a 'magic formula', ‘make yourself as rich as me’, kind of thing, but there is no silver bullet, is there? There is no obvious formula that people can follow.

 

I think the formula is an awful lot of hard work, a great amount of persistence. You’ve gotta make some smart decisions and then you’ve gotta get really lucky. And we kind of put that in our book about the fact that there will be some big decisions you need to get right. You’ve absolutely gotta keep going, banging your head against the brick wall.

 

Oh, yes, it's interesting coz you talked about how you couldn't get any funding from the banks or from venture capitalists. There was such an email that you sent out to your friends, saying 'do you know anyone rich?' that pulled in someone to back you.

 

Exactly, we had thrown in the towel basically, I mean, Innocent is a business that literally was not gonna happen for so many different reasons. It’s only coz we kept going and trying and trying and trying, and then got lucky right at the eleventh hour that we managed to get the business up and running.

And you've been resolutely ethical all the way along, but, do you think other businesses will think, well that’s a good marketing ploy, I’ll follow that kind of ploy, to try and get ahead in these more troubled times.  

 

Well, we've done things the way we've done them, because we believe in them. We give 10% of our profits to charity, coz' it is something that we want to do, and we are committed to just make ethically sourced, uh, fruit smoothies and things like that. I think if you're faking it, consumers these days are absolutely incredibly smart and they’ll get down(省略to the bottom it) and they won't stand that. So if you don't care about it, then I'd say don't do it. There's certainly different strategies.

 

In that case people can see through things. You see, people were worried that you’ve now got a tie-up with Coca-Cola.

Well, actually the great thing about that investment is, it’s allowing us to do exactly what Innocent said, we had to do, which is to make natural healthy food and drinks, sustainably sourced ingredients, then the money to charity.

 

You got the money, but it does not compromise your brand at all.

No, that of course is the great thing. It absolutely allows us to do more of what we've always promised to be about. You know all the money that’s been raised goes into the business. We're using it to get more of the healthy drinks as more people and places(truncated).

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Homework

We found a good 10 years we've been very lucky.

And the writing books, but that's...

Oh I see, yes, / that's true, that's true. We'll say maybe this is making smoothies. But we have such an incredible experience over the last ten years of setting a business, and we have no experience of having done it, our sales before. And I love the other people to have that experience /. We put everything we've learned in the book, tell people, encourage people to set their own businesses.

So you think that's why people are reaching for business books from the bookshelves in the time of recession? Because I want to learn how to make money themselves, or do you think I try to make sense of where if things go wrong.

/, but there is something so exciting about /, and the reality is in a down market, the stalled great opportunities, and this could be the time, if you always had that thoughts about wanting to set your business, maybe now it's the time to go for it.

But then, books like this reference sold us as a matched formula. It makes / reaches to me, king of saying, but there isn't it, / is that? There is no obvious formula the people can follow.

I think the formula is an awful lot of hard work, a great map of persistence. You've gotta make some smart decisions and then you gotta get really lucky. And we can't put that in our book about the feather. There will be some big decision she needs to get right. If absolutely you gotta keep going filing ahead against /.

Oh, yes, it's true because you told about how you can get a filing from the banks or from French capitalist. There was such an email / these / your friends sent in / anyone rich, the poor, you know, someone to back it.

Exactly, we / basically, I mean, innocent is a business that literally was not gonna happen for some of the different reasons. / cos' we keeps going and trying and trying and trying, and then got lucky / let them know how / the businesses are open running.

And you've been resolutely ethical all the way along, but, do you think how the businesses will say, well, that's a good market employer. I will follow that kind of employer as he's trying to get ahead of these troubled times.

Well, we don't think this is the way we've done them, because we believe in them. We get 10% of prophecy / cos' there is something that we want to do, and we / make ethically source of / and things like that. I think if you're faking its, consuming these days are absolutely incredibly small than those get / and then understand that. So if you don't care about it, then I'd say don't do it. It's certainly different strategies.

And that's cos' people can see through things that the people are worried and you'll not get tired with Coca-Cola.

Well, actually the great thing about that investment is, is allowing / exactly what innocent said, /, which is make natural healthy food and drinks, / sourcing ingredients /.

You are the money, but it is not compromising your /.

No, / allows us to do what we've always promised to be about. You know, all of the money that's / going into the business, we're using it to get more healthy tricks as people are in places.
1

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  • 北星束

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on wukeyu123

We found a good 10 years we've been very lucky.

And the writing books,first of all...


Oh I see, yes, we know that's true, that's true. We'll say main business is making sweeties. But we have such an incredible experience over the last ten years of setting the business, and we have no experience of having done it ourselves before. And I'd love other people to have that experience too. So we put everything we've learned in the book, tell people, encourage people to set their own businesses.

So you think that's why people are reaching for business books from the bookshelves in the time of recession.  Because  they want to learn how to make money themselves, or * I try to make sense of where if things go wrong.

I think it's both *, but there is something so exciting about /, and the reality is in a down market, the stalled great opportunities, and this could be the time, if you always had that thoughts about wanting to set your business, maybe now it's the time to go for it.

But then, books like this reference sold us as a matched formula. It makes self's reaches me, king of thing, but recently there isn't it, / is that? There is no obvious formula the people can follow.

I think the formula is an awful love, hard work, a great amount of persistence. You've gotta make some smart decisions and then you gotta get really lucky. And we can't put that in our book about the feather. There would be some big decision she needs to get right. If absolutely you gotta keep going bank ahead against /.

Oh, yes, it's true because you told about how you can get any funding from the banks or from French capitalist. There was such an email / these / your friends sent in / anyone rich, the poor dealer, someone to back it.

Exactly, we / basically, I mean, innocent is a business that literally was not gonna happen for so many the different reasons. / cos' we keeps going and trying and trying and trying, and then got lucky while let them know how with money the businesses are open running.

And you've been resolutely ethical all the way along, but, do you think how the businesses will think of us, good market employer? I will follow that kind of employer ,to try and get ahead of these more trouble times.

Well, we've done things the way we've done them, because we believe in them. We get 10% of prophecy / cos' there is something that we want to do, and we / make ethically source,er, for sweeties and some things like that. I think if you're faking it, consuming these days are absolutely incredibly small than those get / and then understand that. So if you don't care about it, then I'd say don't do it. It's certainly different strategies.

And that's cos' people can see through things that the people are worried and you'll not get tired with Coca-Cola.

Well, actually the great thing about that investment is, is allowing / exactly what innocence said, we had to do, which is make natural healthy food and drinks, / sourcing ingredients /.

You are the money, but it is not compromising your brand tool.

No, / absolutely allows us to do what we've always promised to be about. You know, all of the money that in raises is going into the business, we're using it to get more healthy tricks as people are in places.
1

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有人的地方就有江湖。
实现无障碍英语沟通
on hotfresh 先闪

We found a good 10 years we've been very lucky.

I am not the writing books, first of all...

Oh I see, yes, we know that's true, that's true. We
don’t say our main business is making sweeties. But we have such an incredible experience over the last ten years of setting up the business, and we have no experience of having done it ourselves before. And I'd love other people to have that experience too. So we put everything we've learned in the book to help encourage people to set up their own businesses.

So you think that's why people are reaching for business books from the bookshelves in
a time of recession. Because they want to learn how to make money themselves, or they just try to make sense of where everything is going wrong.

I think it's both,
isn’t it? but there is something so exciting about entrepreneurship, and the reality is that in a down market, the still great opportunities is this could be the time, if you always had that thoughts about wanting to set up your own business, maybe now it's the time to go for it.

But then, books like this
rough and sold as a magic formula. It makes yourself as rich as me, kind of thing, but there is no silver bullet, isn’t there? There is no obvious formula that people could follow.


1

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  • 北星束

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本帖最后由 jessicahdc 于 2009-5-31 23:57 编辑


On kt

We’ve had that good 10 years. We
've been very lucky.

And now you are
writing books, first of all...

Oh I see, yes,
well that too, that too. Well obviously our main business is making smoothies. But we’ve had such an incredible experience over the last ten years of setting up the business, and we have no experience of having done it ourselves before. And I'd love other people to have that experience too. So we put everything we've learned in the book to help encourage people to start
their own businesses.

So you think that's why people are reaching for business books from the bookshelves in a time of recession
, because they want to learn how to make money themselves, or do you think they are trying to make sense of where everything’s gone wrong?


I think it's both, isn’t it?
But there is something so exciting about entrepreneurship, and the reality is / in a down market, the still great opportunities, and this could be the time, if you’ve always had that thoughts about wanting to set up your own business, maybe now it's the time to go for it.

But then, books like this
often sold as a magic formula. It makes yourself as rich as me, kind of thing, but there is no silver bullet, is there? There is no obvious formula that people can follow.


----------------------------------------------------------------------------------------------------------------------
接 On hotfresh

I think the formula is an awful lot of hard work, a great amount of persistence. You/ gotta make some smart decisions and then you gotta get really lucky. And we kind of put that in our book about the fact that there will be some big decisions you need to get right. You’ve absolutely gotta keep going, banging head against the brick wall.


Oh, yes, it's
interesting coz you talked about how you can get any funding from the banks or from French capitalist. There was such an email this sent attached your friends, saying you know anyone rich, they pulled in a someone’s back here.

Exactly, we’ve thrown in the towel basically, I mean, Innocent is a business that literally was not gonna happen for so many different reasons. It’s only coz' we kept going and trying and trying and trying, and then got lucky right let them know how we managed to get the businesses open and
running.

And you've been resolutely ethical all the way along, but, do you think how the businesses will think
/ ? Well that’s a good marketing ploy, I’ll follow that kind of ploy
, to try and get ahead of these more trouble times.

Well, we've done things the way we've done them, because we believe in them. We
give attempts in a property charity coz' there is something that we want to do, and we * make ethically sourced, uh, for * and / things like that. I think if you're faking it, consumers these days are absolutely incredibly smart and they’ll get there and they’ll
understand that. So if you don't care about it, then I'd say don't do it. It's certainly different strategies.

In that case people can see through things. Do you think that people will worry that you’ve now got a tie-up with
Coca-Cola.

Well, actually the great thing about that investment is,
it’s allowing us exactly what Innocent said, we had to do, which is make natural healthy food and drinks, the same resource ingredients **
on charity.

You
got the money, but it is not compromising your brand at all.

No,
the next great thing is to absolutely allow us to do more of what we've always promised to be about. You know all the money that’s been raised
goes into the business. We're using it to get more of the healthy drinks has more people in places.



1

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hw (ON ktgrannie & hotfresh)

ktgrannie 也太不乖了,改一半发上来

 

We found a good 10 years, we've been very lucky.

I am not the writing books, first of all...

Oh I see, yes, we know that's true, that's true. We
know our main business is making smoothies. But we have had such an incredible experience over the last ten years of setting up business, we had no experience of having done it ourselves before. And I'd love other people to have that experience, too. So we put everything we've learned in the book to help encourage people to set up their own businesses.

So you think that's why people are reaching for business books from the bookshelves in a time of recession. Because they want to learn how to make money themselves, or
are they just trying to make sense of where everything is going wrong.

Well, I think it's both, isn’t it? But there is something so exciting about entrepreneurship, and the reality is that in a down market, these so great opportunities, and this could be the time, if you always had that thoughts about wanting to set up your own business, maybe now it's the time to go for it.

But then, books like this rough and sold as a magic formula. It makes yourself as rich as me, kind of thing, but there is no silver bullet, isn’t there? There is no obvious formula that people
can follow.

 

I think the formula is an awful law: hard work, a great amount of persistence. You've gotta make some smart decisions and then you gotta get really lucky. And we can't put that in our book about the further. There would be some big decision she needs to get right. If absolutely you gotta keep going banging ahead against a big war.

Oh, yes, it's
interesting because you told about how you can get any funding from the banks or from French capitalist. There was such an email / these / your friends sent to /you know anyone rich, the poor dealer, someone to back it.

Exactly, we
’d through in the tower basically, I mean, innocent is a business that literally was not gonna happen for so many different reasons. It’s only because we kept going and trying and trying and trying, and then got lucky while let them know how with money the businesses are up and running.

And you've been resolutely ethical all the way along, but, do you think how the businesses will think of us, good market employer? I will follow that kind of employer, to try and get ahead
in these more troubled times.

Well, we've done things the way we've done them, because we believe in them. We
give 10% of profit for charity, cause there is something that we want to do, and we / make ethically source, er, for smoothies and things like that. I think if you're faking it, consumers these days are absolutely incredibly smart and they will get down, and they will understand that. So if you don't care about it, then I'd say, don't do it. It's certainly different strategies.

And that's
cause people can see through things, she think people were worried that you'll not get tired with Coca-Cola.

Well, actually the great thing about that investment is, is allowing / exactly what innocence said, we had to do, which is make natural healthy food and drinks,
so stay with sourcing ingredients, stay with charity/.

You are the money, but
does it not compromising your brand at all?

No, the customers quite thank it, absolutely allows us to do more of we've always promised to be about. You know, all of the money that in raises goes into the business, we're using it to get more healthy drinks as more people are in places.

 

On jessicahdc



We felt that good ten years we've been very lucky.

And now you are writing books, first of all...

Oh I see, yes, well that too, that too. Well obviously our main business is making sweeties. But we’ve had such an incredible experience over the last ten years of setting up the business, and we have no expense, haven't done it ourselves before. And I'd love other people to have that experience too. So we put everything we've learned in the book to help, encourage people to start their own businesses.

So you think that's why people are reaching for business books from the bookshelves in a time of recession, because they want to learn how to make money themselves, or do you think they try to make sense / where everything’s gone wrong?

I think it's both, isn’t it? But there is something so exciting about entrepreneurship, and the reality is in a down market, there's still great opportunities, and this could be the time, if you’ve always had that thought about wanting to set up your own business, maybe now it's the time to go for it.

But then, books like this often sold as a 'magic formula', 'make yourself as rich as me', kind of thing, but there is no silver bullet, is there? There is no obvious formula that people can follow.

I think the formula is an awful lot of hard work, a great amount of persistence. You got to make some smart decisions and then you got to get really lucky. And we kind of put that in our book about the fact that there will be some big decisions you need to get right. You’ve absolutely got to keep going, banging / against the big wall.

Oh, yes, it's interesting coz you talked about how you can't get any funding from the banks or from French capitalist. There was such an email you sent out to your friends, saying 'do you know anyone rich?',  that pulled in someone to back you.

Exactly, we’ve thrown in the towel basically, I mean, Innocent is a business that literally was not gonna happen for so many different reasons. It’s only coz we kept going and trying and trying and trying, and then got lucky right on the limit of how we managed to get the businesses up and running.

And you've been resolutely ethical all the way along, but, do you think other businesses will think / that’s a good marketing ploy, I’ll follow that kind of ploy, to try and get ahead of these more trouble times.

Well, we've done things the way we've done them, because we believe in them. We give 10% of the profit to charity, coz' there is something that we want to do, and we * make ethically sourced, uh, for sweeties and things like that. I think if you're faking it, consumers these days are absolutely incredibly smart and they’ll get there and they’ll understand that. So if you don't care about it, then I'd say don't do it. It's certainly different strategies.

In that case people can see through things. Do you think that people will worry that you’ve now got a tie-up with Coca-Cola.

Well, actually the great thing about that investment is, it’s allowing us exactly what Innocent said, we had to do, which is make natural healthy food and drinks, the same resource ingredients, payment to charity.

You got the money, but it is not compromising your brand at all.

No, the next great thing is to absolutely allow us to do more of what we've always promised to be about. You know all the money that’s been raised
goes into the business. We're using it to get more of the healthy drinks as more people're in places.
1

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实现无障碍英语沟通
To phantom

1.   throw in the towel: to admit defeat; to quit. (From boxing, where this is done by a boxer's trainer to stop the fight)
2.   bang one’s head against the brick wall: Fig. to waste one's time trying hard to accomplish something that is completely hopeless.
3. A smoothie is a thick drink made from fruit crushed in a machine, sometimes with yogurt or ice cream added.

Richard Reed co-founder of Innocent company,
这个company生产的是fruit drinks, smoothies.



4. 请教 gotta 和 got to 的区别,你是怎么听出来的哈
普特听力大课堂
smoothie如果按构词结构来发音的话,和片中的发音“sweetie”相差太大,除非你有亲耳听过有人把smoothie读做“sweetie”的音,不然我是无法相信的。

至于got to,我觉得还是很好区分吧。
好栏目推荐之美国口语俚语
on phantom932

We felt that good ten years we've been very lucky.

And now you are writing books, first of all...

Oh I see, yes, well that too, that too. Well obviously our main business is making smoothies. But we’ve had such an incredible experience over the last ten years of setting up the business, and we have no experience of having done it ourselves before. And I'd love for other people to have that experience too. So we put everything we've learned in the book to help, encourage people to start their own businesses.

So you think that's why people are reaching for business books from the bookshelves in a time of recession, because they want to learn how to make money themselves, or do you think they’re trying to make sense of where everything’s gone wrong?

Well, I think it's both, isn’t it? But there is something so exciting about entrepreneurship, and the reality is in a down market, there are still great opportunities, and this could be the time, if you’ve always had that thought about wanting to set up your own business, maybe now it's the time to go for it.

But then, books like this often sold as a 'magic formula', ‘make yourself as rich as me’, kind of thing, but there is no silver bullet, is there? There is no obvious formula that people can follow.

I think the formula is an awful lot of hard work, a great amount of persistence. You’ve gotta make some smart decisions and then you’ve gotta get really lucky. And we kind of put that in our book about the fact that there will be some big decisions you need to get right. You’ve absolutely gotta keep going, banging your head against the brick wall.

Oh, yes, it's interesting coz you talked about how you can't get any funding from the banks or from venture capitalists. There was such an email you sent out to your friends, saying 'do you know anyone rich?', that pulled in someone to back you.

Exactly, we’ve thrown in the towel basically, I mean, Innocent is a business that literally was not gonna happen for so many different reasons. It’s only coz we kept going and trying and trying and trying, and then got lucky right on the limit of how we managed to get the businesses up and running.

And you've been resolutely ethical all the way along, but, do you think other businesses will think, well that’s a good marketing ploy, I’ll follow that kind of ploy, to try and get ahead in these more trouble times.

Well, we've done things the way we've done them, because we believe in them. We give 10% of the profits to charity, coz' there is something that we want to do, and we * make ethically sourced, uh, fruit smoothies and things like that. I think if you're faking it, consumers these days are absolutely incredibly smart and they’ll get there and they’ll understand that. So if you don't care about it, then I'd say don't do it. It's certainly different strategies.

In that case people can see through things. She thinks / people were worried / you’ve now got a tie-up with Coca-Cola.

Well, actually the great thing about that investment is, it’s allowing us exactly what Innocent said, we had to do, which is make natural healthy food and drinks, sustainable source ingredients, donate money to charity.

You got the money, but it does not compromise your brand at all.

No, they got the great thing; it absolutely allows us to do more of what we've always promised to be about. You know all the money that’s been raised
goes into the business. We're using it to get more of the healthy drinks as more people are in places.

smoothie如果按构词结构来发音的话,和片中的发音“sweetie”相差太大,除非你有亲耳听过有人把smoothie读做“sweetie”的音,不然我是无法相信的。

至于got to,我觉得还是很好区分吧。
phantom932 发表于 1/6/2009 10:33


我听的是gotta呢, 嘿嘿,所以我改成了gotta。

smoothies, 也是。

我们大家都耳朵清清,再细细听听。
上图




饮料瓶上写的很清楚哈 “ pure fruit smoothie
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每天半小时 轻松提高英语口语
ls的innocent drinks我早就查过wiki了,但我们总不能先入为主吧,现在谈论的是这里的发音问题,smoothie的音标应该是['smu:ei]吧?我听的这里发音是['swi:ti],如果大家都听的是['smu:ei]这个音,我只有承认我耳朵有问题了。

不如搞个投票来决定吧,lol
phantom932 发表于 2009-6-1 12:06 [/quote]

发音是smoothie,smoothie也符合文意。
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我听到的是  {swi:ti}   我相信自己的耳朵没错。不过,这段材料的确很难,说得太快了。
有人的地方就有江湖。
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