给社会它不知道如何获得的东西Give Society What It Doesn’t Know How to Get
Nivi：靠出租自己的时间，你是不会致富的。但你说过，"致富的途径，是给社会它想要、却还不知道如何大规模获取的东西。"
Naval：没错。正如我们之前谈到的，金钱本质上是社会打给你的欠条，意思是："你过去做了好事，这是我们欠你的，将来会还给你。"所以，只要你创造出社会想要的东西，社会就会付钱给你。
但社会还不知道怎么制造这些东西——因为如果它知道，就不需要你了，这些东西早就被大规模批量生产出来了。
你家里、办公室里、街上的几乎一切东西，都曾经在某个时期是"技术"。石油曾经是技术，它让 J.D. 洛克菲勒发了财；汽车曾经是技术，它让亨利·福特发了财。
所以，正如艾伦·凯所说，技术就是那些"还不怎么好用"的东西的集合[更正：丹尼·希利斯]。一旦某样东西好用了，它就不再是技术。所以，社会永远在渴求新事物。
想清楚你能提供什么产品，然后再想清楚如何规模化
如果你想变得富有，就要想清楚：在这些东西里，哪一样是你能为社会提供的——它还不知道怎么获得，但一定会想要，而且这东西对你来说是自然而然的，在你的技能范围内、在你的能力之内。
然后，你还得想清楚如何把它规模化。因为如果你只造出一个，那远远不够。你得造出几千个、几十万个、几百万个，甚至几十亿个，让每个人都拥有一个。
史蒂夫·乔布斯和他的团队当然也想到了，社会会想要智能手机——一台放进口袋的电脑，具备手机全部功能的一百倍，还简单易用。于是他们弄明白了如何造出它，然后又弄明白了如何规模化生产。
他们还设法让每个发达国家公民的口袋里都有一部，最终也让每个发展中国家的公民拥有。正因如此，他们获得了丰厚的回报，苹果成了世界上最有价值的公司。
Nivi：我曾经这样表述：创业者的工作，就是把高端的东西带给大众市场。
Naval：它一开始确实是高端的。首先，它是创造力的产物。起初你创造它，只是因为你自己想要。你渴望它，你知道怎么造它，你需要它，于是你为自己造了出来。然后你琢磨怎么把它带给别人。之后有一段时间，富人们先拥有了它。
举个例子：富人以前有私人司机，后来有了黑色轿车。接着 Uber 出现了，人人都能用上自己的"私人司机"。如今你甚至能看到 Uber 拼车在取代班车，因为它更方便。再往后还有电动滑板车，比这更下沉。所以你说得对：所谓创业，就是把富人曾经拥有的东西普及给所有人。
但创业者的工作在那之前就开始了，那就是创造。创业本质上是从零开始创造新事物的行为：预判社会将会需要它，然后想清楚如何规模化，并以一种盈利的、自我维持的方式把它带给每一个人。
Nivi: You’re not gonna get rich renting out your time. But you say that, “you will get rich by giving society what it wants, but does not yet know how to get at scale.”
Naval: That’s right. So, essentially as we talked about before, money is IOUs from society saying, “You did something good in the past. Now here’s something that we owe you for the future.” And so society will pay you for creating things that it wants.
But society doesn’t yet know how to create those things because if it did, they wouldn’t need you. They would already be stamped out big time.
Almost everything that’s in your house, in your workplace, and on the street used to be technology at one point in time. There was a time when oil was a technology, that made J.D. Rockefeller rich. There was a time when cars were technology, that made Henry Ford rich.
So, technology is just the set of things, as Alan Kay said, that don’t quite work yet [correction: Danny Hillis]. Once something works, it’s no longer technology. So, society always wants new things.
Figure out what product you can provide and then figure out how to scale it
And if you want to be wealthy, you want to figure out which one of those things you can provide for society, that it does not yet know how to get, but it will want, that’s natural to you, and within your skillset, within your capabilities.
And then you have to figure out how to scale it. Because if you just build one of it, that’s not enough. You’ve got to build thousands, or hundreds of thousands, or millions, or billions of them. So, everybody can have one.
Steve Jobs, and his team of course figured out that society would want smartphones. A computer in their pocket that had all the phone capability times 100, and be easy to use. So, they figured out how to build that, and then they figured out how to scale it.
And they figured out how to get one into every First World citizen’s pocket, and eventually every Third World citizen too. And so because of that they’re handsomely rewarded, and Apple is the most valuable company in the world.
Nivi: The way I tried to put it was that the entrepreneur’s job is to try to bring the high end to the mass market.
Naval: It starts as high end. First it starts as an act of creativity. First you create it just because you want it. You want it, and you know how to build it, and you need it. And so you build it for yourself. Then you figure out how to get it to other people. And then for a little while rich people have it.
Like, for example rich people had chauffeurs, and then they had black town cars. And then Uber came along, and everyone’s private driver is available to everybody. And now you can even see Uber pools that are replacing shuttle buses because it’s more convenient. And then you get scooters, which are even further down market of that. So, you’re right. It’s about distributing what rich people used to have to everybody.
But the entrepreneur’s job starts even before that, which is creation. Entrepreneurship is essentially an act of creating something new from scratch. Predicting that society will want it, and then figuring out how to scale it, and get it to everybody in a profitable way, in a self-sustaining way.