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很榮幸向各位介紹Tory Burch女士,Tory Burch品牌執行長兼設計師。Tory Burch,你於2004年在曼哈頓開了一家小型精品店,現已發展成全球企業與品牌,擁有超過100家獨立精品店、專賣店及Tory Burch.com網路商店。身為美國時尚業創業先驅之一,你獲得《Glamour》、《Vanity Fair》等雜誌的讚譽,你曾被《富比士》雜誌提名為世上最具影響力的女性之一。獲得賓州大學藝術史學位後,你搬到紐約市從事公關與行銷工作,為一些聲譽卓著的美國設計師服務,包括Ralph Lauren 和Vera Wang。你於2004年展開冒險,開創自己的事業。你的創業家生涯始於廚房餐桌,現已發展成具影響力的國際公司與知名品牌,擁有2000多名員工以及難以模仿的獨特風格。隨著事業成長,你採取創業家的思維與行為模式,堅持個人與公司的核心宗旨。你創立一個以創新為優先的企業文化,藉由科技與社群媒體融入顧客的生活,確保將顧客的需求及你對公司未來的願景與期許結合,這個願景的主要部分是藉由你的成功幫助他人,將社會責任與創業家的力量結合。你是熱心的慈善家,於2009年成立Tory Burch基金會,為美國各地有潛力的女性創業家及其家屬提供援助。巴布森學院很幸運有機會與你合作,參與高盛集團「一萬個小型企業」計劃,推廣創業教育,輔導及資助小型企業,以促進經濟成長、創造就業機會及社會價值。今天我們十分榮幸祝賀及歡迎你成為巴布森學院的一員,藉由巴布森學院麻薩諸塞聯邦及校董會賦予我的權力,我在此授予Tory Burch文學博士榮譽學位,以及這個學位享有的所有權利、特權及責任,恭喜。女士先生們,請和我一起祝賀Tory Burch,歡迎她上台。
十分感謝你們熱烈的歡迎,我的創業家夥伴,很榮幸成為第一位祝賀你們從巴布森畢業的人。特別榮幸的是能與巴布森學院合作,你們的成就令我敬畏。許多優秀的大學都有商業課程,但只有一所大學在過去35年中專注於創業課程;只有一所大學的大學部與研究所擁有排名第一的創業課程;只有一所大學撰寫了《新創業家領袖》這樣的書籍。你們選擇的道路令人振奮,也充滿挑戰,以下是巴布森給予你們的教導:創業家不僅是一個頭銜,也不僅是創立一家公司,而是一種心態。創業是察覺他人未察覺的關聯性,抓住他人未抓住的機會,找到他人未找到的新方向。創業是時時刻刻將創業精神發揮在工作中,創業是勇於將熱情投入令你振奮的想法中。如果這不會嚇到你,代表你的想法不夠遠大。以下是我的經驗談:我們或許生活在充斥即時通訊、即時滿足感、Instagram的時代,但成功沒有捷徑,成功需要艱苦的努力、毅力和耐心。
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Thank you so much for the warm welcome.My fellow entrepreneurs: it is a privilege to be among the first people to congratulate you on completing your time at Babson.I am especially honored to be here because I have had the privilege of working with the Babson community and I am in awe of what you do.There are many incredible colleges that teach business.But there is only one school that has focused its curriculum on entrepreneurship for the past 35 years . . .—only one school whose undergraduate and graduate programs are ranked #1 in entrepreneurship . . .—and only one school that has literally written the book on “the new entrepreneurial leader.” The path you’ve embarked on is truly exciting, but it can also be challenging. Here’s what Babson has taught you: Being an entrepreneur isn’t just a job title, and it isn’t just about starting a company. It’s a state of mind. It’s about seeing connections others can’t, seizing opportunities others won’t, and forging new directions that others haven’t. It’s about being entrepreneurial wherever you are and in whatever you do. It’s about having the courage to give in to passion for an idea that makes your heart race.If it doesn’t scare you, you’re probably not dreaming big enough. Here is what I’ve learned: We may live in an age of instant messaging, instant gratification, and Instagram, but there is no way to short circuit the path to success. It takes hard work, tenacity and patience.
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很多事可以一夜完成,你可以一夜完成一篇像樣的文章,你可以一夜完成時裝秀的收尾工作,我聽說在Roger’s Pub可以度過一個美好的夜晚,但沒有所謂的「一夜成功」,這是對創業家的一個迷思。如Twitter創始人之一Biz Stone所言:「時機、堅持及十年的努力才會讓你看起來像是一夜成功。」好消息是,如果你願意追尋你的熱情、努力工作、相信自己,你一定會成功,這是我在你們這個年齡不知道的事。當我坐在你們今天所坐的位置,我對自己想做什麼毫無頭緒。我在費城郊外一座農場長大,我是個男性化的女孩,整天和三個兄弟在外頭撒野。我對時尚興趣缺缺,事實上我直到畢業舞會才穿上洋裝。但時尚顯然是我的天賦,我父母擁有無可挑剔的品味,我將他們對美的熱愛轉化為對藝術和設計的熱愛。我進入賓州大學研讀藝術史,大四時我申請了許多工作。我母親喜愛一位南斯拉夫設計師設計的服飾,他名叫Zoran,畢業前三天我打電話給他,詢問他是否能給我一份工作,他說可以,但有個條件:我必須在一星期後開始工作。因此當我坐在你們所坐的位置,心裡只想著如何在紐約找間公寓。
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There are many things you can do overnight. You can write a decent paper. You can put the finishing touches on a runway show. I hear you can even have a pretty good time at Roger’s Pub. But there is no such thing as an overnight success. It’s a myth that glosses over what being an entrepreneur is all about. As Biz Stone, one of the founders of Twitter, put it: “Timing, perseverance, and 10 years of really hard work will eventually make you look like an overnight success.” The good news is that if you’re willing to pursue your passion, put in the hard work, and believe in yourself, you will succeed.That’s something that I didn’t know when I was your age.When I was sitting where you are today, I had no idea what I wanted to do.I had grown up on a farm outside of Philadelphia. I was a tomboy, who spent all of my time playing outdoors with my three brothers. My interest in fashion was limited.In fact, I didn’t put on a dress until my senior prom, but fashion was clearly in my DNA. My parents had impeccable style. I channeled their love for beauty into a love for art and design, and went to the University of Pennsylvania to study art history.I applied for many jobs my senior year of college. There was a Yugoslavian designer whose clothes my mother wore. His name was Zoran and three days before graduation, I cold-called him and asked for a job. He said yes, on one condition—I had to start in a week. On graduation day, all I could think about was finding an apartment in New York.
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這是全新的體驗,Zoran是個怪咖,他留著黑鬍子,長得令紅襪隊嫉妒。他是極簡主義者,辦公室裡每樣物品都是白色,沒有桌椅,地板上一團亂,伏特加上午10點開始無限供應。身為他的助理,我得包辦所有事情,從煮咖啡到幫忙掩護。客人前來拜訪時,Zoran躲到洗手間,我必須假裝他不在。這是進入時尚界的美妙起點,我接觸到設計師世界所有的元素,從設計系列商品到舉行發表會,進而學習關於商業的種種。時尚很快成了我的熱情所在,擔任Zoran的助理期間,《Harper's Bazaar》時尚雜誌提供我一份工作,我藉此進入公關和行銷領域,曾任職於Ralph Lauren,隨後是Vera Wang以及西班牙公司Loewe,之後是路易.威登集團。我所學到的正是巴布森學院教給你們的,即使你們尚未成為創業家,你仍可以藉由創業精神做任何事。如果你將每個駐足點視為學習機會,你總是能從這些經驗中獲得某些東西。在Loewe任職期間,我獲得總裁職位,同時我發現自己懷了第三個兒子。我意識到我無法兼顧這份工作及擔任理想中母親的角色,因此我必須做出相當艱難的決定。我放棄事業,成為全職母親。這相當困難,但我知道工作將再次成為我生命的一部分。
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It was a whole new world. Zoran was a true eccentric with a long black beard that last year’s Red Sox team would have admired. He was minimalist. Everything in the office was white, there were no chairs—and the vodka started flowing at 10 a.m..As his assistant, I did everything from getting coffee to running interference. People would come to the office, and Zoran would hide in the bathroom. I’d have to pretend he wasn’t there.It was a fantastic entrée into the fashion industry. I was exposed to all the elements of a designer’s world, from designing a collection to managing press to learning about the business side. Fashion quickly became my passion.While at Zoran, I was offered a job at Harper’s Bazaar. From there, I moved into PR and marketing—first at Ralph Lauren, then at Vera Wang, and then working for Loewe.What I learned is what Babson taught all of you: even if you’re not yet an entrepreneur, you can be entrepreneurial in everything you do. If you view each stop as an opportunity to learn something, there is always something you will take away from that experience.While at Loewe, I was offered the job of President at about the same time that I learned I was pregnant with my third son. I realized I couldn’t do that job and be the kind of mom I wanted to be so I decided to take some time off to focus on my family. It was a tough decision. Having a career was important to me—and I knew it would be part of my life again.
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這段期間我開始有了創業的念頭,這個念頭始於我發現衣櫃中的空缺。這是相當簡單的想法:買起來不花大錢的經典作品。它不僅是我衣櫃裡的空缺,事實上它也是市場上的空缺。我與一個兩人小團隊在公寓裡開始著手,幫助我將理想變成現實。我們在餐桌旁打拼了兩年,如同大多數初創企業,我們必須籌集資金,我邀請許多認識的人投資,包括一些不是很富裕的人。因此我告訴他們:「只投資你們準備失去的錢。」我很害怕,最後有100多人願意投資。藉由這筆錢和個人投資,我們在香港設立採購和生產辦公室。我經常前往那裡,當我在家時,我們每晚都進行討論。由於時差,我得進行電話會議到凌晨三、四點。那些夜晚,我對成功的定義是「不在電話中打瞌睡」。我們還在曼哈頓街角租了一個廉價的小店面,我們有足夠的錢生產第一批系列商品在店面展售。人們一再警告我千萬別以零售店作為起點,人人都有自己的意見,告訴我什麼該做什麼不該做。許多反對者認為我應該從與批發商合作,開始藉此打造自有品牌,但我想擁有獨特的體驗,我想做些不同的事,我希望店面給人溫暖和賓至如歸的感覺。當時的零售店相當簡陋,推出眾多類別的商品並非常見之事,十年前以電子商務做為起點亦非尋常,但它最初就是以生活方式為概念的品牌。
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It was during that time that I began developing the concept for my company. It all started when I noticed a void in my own closet for beautifully designed, classic pieces that didn’t cost a fortune. It wasn’t just a void in my closet; it turned out to be a white space in the market.I started working out of my apartment with a small team that could help me turn my concept into a reality.Like most start-ups, we had to fundraise. I asked a lot of people I knew to invest, including some people who couldn’t easily afford it. I was terrified of losing people’s money, so I told them “only invest if you’re prepared to lose it.” Over 100 people said yes.With the money we raised and a personal investment, we set up an office in Hong Kong for production and sourcing and I traveled there often. When I was home, we talked every evening. Given the time difference, that meant I’d be on conference calls until 3 or 4 in the morning. On those nights, my definition of success was not dozing off on the phone.We also leased a small space on a low-rent corner of Manhattan—and ordered a first shipment of products to fill it. I was warned many times against opening a retail store. There were a lot of naysayers who thought I should start with a wholesale partner and build the brand from there. But I wanted a unique experience. Retail design at the time was very spare. I wanted to do something different. I wanted the boutique to be warm and inviting, like you were walking into a room in someone’s home. It was also unusual to launch with multiple categories and ecommerce, but from Day 1 it was a lifestyle brand.
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我們於2004年2月紐約時裝週開設了第一家門市,我和繼女徹夜進行準備工作。我們開張時連門都沒有,因為尚未送達。我擔心沒人光顧,慶幸的是店裡滿是人潮,女顧客在大庭廣眾下試衣,我兄弟樂壞了,他們-只要有人放下商品就會引起混亂。到了下午六點,所有庫存幾乎售罄。幾個月後,我接到歐普拉的電話,我以為是兄弟的惡作劇,因此我說:「當然,我會取消春假上你的節目。」這是我們開業後8個月,結果這是真的她,讓我們面臨另一個驚喜。我們上她的節目,隔天我們網站的點擊量高達八百萬,媒體稱我們為「一夜成功」的典範。我想如果不算我們建立這份事業所投入的2萬小時,或加上我們千萬個小時的共同努力和幾個月來的學習。如今我們已成為擁有120多個門市的全球性品牌,在全球3000多家精品店販售。一開始我想創業的原因之一是設立一個基金會,社會責任一直是業務計劃的一部分。這並非總是給人正面觀感,許多人告訴我千萬別在一句話中同時提到「社會責任」和「企業」,顯然這只讓我更加堅定。我知道我們的基金會有益於女性和兒童,我們認為它也有益於學習創業與建立事業的方式,因此我們也想這麼做。我們的基金會成立於2009年,為女創業家及其家庭提供經濟援助。它不僅對我來說具有重大意義,對我們的客戶、員工及業務合作夥伴亦然,他們都關注對女性的幫助和回饋。
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We opened our first store in February 2004, during New York Fashion Week. My stepdaughters and I worked through the night to get everything ready. We opened our doors at 10—without the actual doors, which hadn’t arrived. I was afraid no one would come, but thankfully, the space became so packed that women were trying on clothes in the middle of the store. By 6 p.m., we’d sold through nearly all of our inventory.A few months later, we got a call from Oprah. I thought it was one of my brothers playing a joke on me. “Yes sure, I’ll cancel spring break to be on Oprah.”After I appeared on Oprah, our website got eight million hits. The media called us an overnight success. I guess that made sense—if you didn’t count the 20,000 hours we put into building the business up to that day, or the combined half a million hours we all spent learning the industry in the years before that.Today, we are a global brand with more than 120 freestanding boutiques and a presence in more than 3,000 department and specialty stores worldwide.From the beginning, one of the reasons I wanted to start a company was to start a foundation. Social responsibility was always part of the business plan. This was not always viewed as a positive—some people told me never to mention the word social responsibility and business in the same sentence. That only made me more determined. I knew our foundation would benefit women and children. We had learned so much from our experiences starting a business that we thought we could help other women who wanted to do the same. In 2009 we launched our foundation to support the economic empowerment of women entrepreneurs and their families. It has been incredibly meaningful not only to me personally, but to our customer, our employees and our business partners, all of whom care about giving back and helping women.
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2012年,我們與高盛集團合作推出「一萬個小型企業」計劃,提供九週的課程給未受過正規商業教育的女創業家。我很自豪地說,幫助我們設計課程的正是巴布森學院。今年1月我們與美國銀行合作推出「伊麗莎白街資金」,以我們第一家門市地點命名。藉由這個舉措,我們協助女創業家獲得低成本資金以及啟動和擴大業務所需的指導和支援,我衷心希望你們做好準備時前來尋求我們的幫助。如今我們的公司已成立十年,以許多方面來說,我覺得我們才剛起步。我只能告訴各位,我們不可能一夜達成如今的成就。我得到最好的建議之一來自我的父母,他們總是要我把負面訊息視為噪音,我必須相信自己和自己所做的事。記住,如果最獨特的想法顯而易見,世上不會有創業家。每一段創業之旅的共同點是:通往成功的道路必定經過許多步驟。十分感謝給我與你們共度今天的機會,希望你們事事如意,謝謝。
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In 2012, we partnered with Goldman Sachs 10,000 Small Businesses to offer a nine-week MBA course for promising women entrepreneurs with no formal business education. I am proud to say that the school that helped us design that program was Babson.This January, in partnership with Bank of America, we launched an initiative called Elizabeth Street Capital, named for the location of our first store. Through this initiative we are providing women entrepreneurs with access to the capital and mentoring support they need to launch and scale their businesses. I hope some of you will come to us when you’re ready!Today, it has been ten years since we launched and in many ways I feel like we’re just beginning, but I never could have gotten here overnight.One of the best pieces of advice I ever received from my parents is to think of negativity as noise. Believe in yourself and what you’re doing.Remember: if the most unique ideas were obvious to everyone, there wouldn’t be entrepreneurs. The one thing that every entrepreneurial journey has in common is that there are many, many steps on the road to success.Thank you for the opportunity today to be a part of yours.