When I was nine years old, I loved to go fishing with my dad. But the only thing that wasn’t very fun about it was that he could catch many fish while I couldn’t catch anything. I usually got pretty upset and kept asking him why. He always answered, “Son, if you want to catch a fish, you have to think like a fish”, I remember being even more upset then because, “I’m not a fish!” I didn’t know how to think like a fish. Besides, I reasoned, how could what I think influence what a fish does?
当我九岁的时候，我喜欢和爸爸一起去钓鱼。但唯一没意思的是，他能钓到很多鱼，而我什么都钓不到。我通常很生气，一直问他为什么。他总是回答：“孩子，如果你想钓到鱼，你必须像鱼一样思考”，我记得当时更难过，因为“我不是鱼！”我不知道如何像鱼一样思考。此外，我在想，我的想法如何影响鱼的行为？
As I got a little older I began to understand what my dad really meant. So, I read some books on fish. And I even joined the local fishing club and started attending the monthly meetings. I learned that a fish is a cold-blooded animal and therefore is very sensitive to water temperature. That is why fish prefer shallow water to deep water because the former is warmer. Besides, water is usually warmer in direct sunlight than in the shade. Yet, fish don’t have any eyelids and the sun huts their eyes… The more I understood fish, the more I became effective at finding and catching them..
当我长大一点时，我开始理解我父亲的真正含义。所以，我读了一些关于鱼的书。我甚至加入了当地的钓鱼俱乐部，开始参加每月的聚会。我了解到鱼是冷血动物，因此对水温非常敏感。这就是为什么鱼喜欢浅水而不喜欢深水，因为前者更温暖。此外，水在阳光直射下通常比在阴凉处更温暖。然而，鱼没有眼皮，阳光遮蔽了他们的眼睛……我越了解鱼，就越能有效地发现和捕捉它们。。
When I grew up and entered the business world, I remember hearing my first boss say, “We all need to think like sales people.” But it didn’t completely make sense. My dad never once said, “If you want to catch a fish you need to think like a fisherman.” What he said was, “You need to think like a fish.” Years later, with great efforts to promote long-term services to people much older and richer than me, I gradually learned what we all need is to think more like customers. It is not an easy job. I will show you how in the following chapters.
当我长大并进入商界时，我记得听到我的第一个老板说，“我们都需要像销售人员一样思考。”但这并不完全合理。我父亲从来没有说过，“如果你想钓到鱼，你需要像渔夫一样思考。”他说的是，“你需要像鱼一样思考。几年后，随着我努力向比我年长、更富有的人推广长期服务，我逐渐了解到我们都需要的是像客户一样思考。这不是一项容易的工作。我将在接下来的章节中向您展示如何实现。
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