如何真正做出能转化的发布视频

如今，太多创始人认为发布就是花大量时间和金钱制作一个精美的视频，然后希望它能火。但今天我的嘉宾 Farza Majeed 对发布和走红有着完全不同的方法。

These days, too many founders think launching is all about spending a ton of time and money to produce a slick video and hoping it hits. But my guest today, Farza Majeed, has a totally different approach to launching and going viral.

他是 Hey Clicky 的创始人，他的帖子经常获得数百万次浏览。

He's the founder of Hey Clicky, where his posts regularly get millions of views.

今天，他将分享他的策略，关于如何制作真正能转化的视频。

And today, he's going to share his playbook for how to create videos that actually convert.

Farza，感谢你来这里。

Farza, thanks for being here.

没问题。

No problem.

在我们进入你的一些建议之前，为什么不告诉我们一些关于你的背景，你是如何走到这一步的？

Before we jump into some of your advice, why don't you tell us a little bit about your background, how you got to this point?

是的，我 13 岁时创办了第一家公司，在 eBay 上卖东西。10 年后，我开始进入软件领域，为孩子们建立了一所在线学校，2020 年我和你在 YC 一起做的。那变成了一家名为 Buildspace 的公司，它成为了那些想实现自己想法的人的最大的学校之一，现在我在做 Hey Clicky，一个 AI 的新界面。

Yeah, started my first company when I was 13, selling stuff on eBay. 10 years later, started getting into software and built an online school for kids, which I did with YC in 2020 with you. That turned into a company called Buildspace, which became one of the largest schools for people who wanted to work on their own ideas, and now working on Hey Clicky, a new interface for AI.

制作视频一直是你接触人们的一种核心策略，尤其是 Buildspace 和现在的 Hey Clicky，这就是你为你的产品和业务获得大量关注的方式。你是如何思考这个问题的，谈谈你从开始做视频到现在的进展？

Doing videos has always been kind of a core strategy for you for how to reach out to people, and especially with Buildspace and now with Hey Clicky, it's how you've gotten a lot of attention for your products and your businesses. How have you thought about that and talk about your progression from when you got started with video up until now?

是的，我的意思是，直到今天，我只是喜欢制作视频，为人们制作在线视频。这些天，我在做自己的公司，所以我面前的故事实际上是我公司的故事。所以在线讲述它真的很有趣。而且碰巧的是，在 2026 年制作视频对生意也非常有利。所以，是的。

Yeah, I mean, to this day, I just love making videos, making online videos for people. And these days, I'm working on my own company, and so the story that's in front of me is actually my company's story. And so it's been really fun to just tell that online. And it just so happens that making videos in 2026 is really good for business, too. So, yeah.

是的，告诉我们吧。所以，你制作视频已经超过十年了，在网上发布。谈谈发生了什么变化。比如，在 2026 年制作发布视频和让你的产品获得关注，与过去十年相比有什么不同？

Yeah, tell us about that. So, you've been making videos for over a decade, publishing them online. Talk about what's changed. Like, what is different now in making launch videos and getting attention for your product in 2026 that's different from how it was over the last decade?

是的，我的意思是，你知道，我们，我的意思是，2020 年你们一起在 YC。你知道，你作为我的合伙人。我的意思是，是的，那时候，你知道，你必须做像发布 Hacker News、发布 Product Hunt、去 Reddit、找到合适的 subreddit 之类的事情。你知道，那种类型的发布。现在事情变化太大了。现在有这么多新渠道，我们的用户生活在所有产品中。无论你在做什么，可能是无人机或 AI 或任何约会应用。你的用户在许多新平台上。主要是算法平台，如 X、LinkedIn、Twitter、YouTube。最大的变化是你不再只是发帖子了。你实际上只是不断地在这些算法平台上发布。

Yeah, I mean, you know, we I mean, you were in YC together in 2020. You know, you as my partner. I mean, yeah, back then, you know, you were doing you had to do stuff like post a Hacker News, post a Product Hunt, go to Reddit, like find the right subreddit. You know, like that those types of launches. And things have changed so much now. There are so many new channels now where our users are living across all all products. It doesn't matter what you're working on. Could be drones or AI or like whatever a dating app. Your users are on many new platforms. Mostly algorithmic platforms like X, LinkedIn, Twitter, YouTube. The biggest change is you're not really making posts anymore. You're actually just constantly launching all the time on these on these algorithmic platforms.

是的，我们在 YC 批次的创始人中经常看到这种情况，他们想了很多，他们必须投入所有的时间、精力和金钱来制作一些大型精美的发布视频，并协调这个大型的协调发布，希望那将是他们的重大时刻，一切都会腾飞。但你不这么认为。我觉得你对此的看法很有趣。

Yeah, we see that a lot with founders in the YC batch where they think a lot about they have to put in all this time and energy and money to make some big fancy launch video and coordinate this big coordinated launch in the hopes that that's going to be their big moment and everything's going to take off. But you don't think about it like that. Like I think your perspective is very interesting on this.

是的，曾经有一段时间那是主流。你知道，你必须做一个花哨的东西并把它当回事，因为你只有一次机会。你得到那篇 TechCrunch 文章，或者你得到《纽约时报》的报道之类的。你需要一些不错的东西来配合它。但现在所有旧媒体都消失了。所以现在有效的是，比如我放一个视频，我打个招呼并谈论我的产品，在实际参与度和流量以及其他方面，可能比我在《纽约时报》上发布的由《纽约时报》制作的 2 万美元的视频表现要好得多。所以现在是一个疯狂的世界。你不再需要任何旧媒体的东西了。如果你有一部手机和一台笔记本电脑，你就强大得多。所以是的，我认为现在我们一直称这些为发布，我认为这些就是。这些是随时进行的迷你发布。但在我心里，我从不认为它，我确实认为它是发布，但不是那种“这是一个大发布。这是一件大事。”不像我们在发射火箭，你知道。有趣的是，我宁愿称这些为演示而不是发布，我只是喜欢不断地发布演示。

Yeah, there was a time where that was the the meta. You know, like you got to do like a fancy thing and make it a big deal cuz you got one shot. You get that TechCrunch article or you get like that the press in the New York Times or something like that. You needed something kind of nice to go with it. But now all the old media is kind of just gone. And so now what's working is like a video where I put I say hi and I talk about my product is probably going to perform way better than like a $20,000 produced video by the New York that I posted with the New York Times in terms of actual engagement and traffic and like other things. And so it's a crazy world now. You don't need any of old media stuff anymore. And if you have a phone and a laptop, you're so much more powerful. And so yeah, the I think that now we keep calling these launches and I think that that is what these are. These are mini launches all the time. But in my mind, I never consider it I do consider it a launch, but not in the sense of like this is a big launch. This is a big thing. It's not like we're launching a rocket, you know. It's funny. I'd rather call these demos instead of launches and I just love shipping just demos constantly.

是的。

Yep.

作为一家公司，我们能推出的演示越多越好。在我的公司，我总是问，嗯，这周我们要发布什么？这更像是问题所在。我们总是从我们正在做的任何事情的发布倒推。所以例如，我给你一个小例子。如果我们正在开发一个功能，好吧，我们谈论它，当然我们谈论功能，它的感觉等等。但是，然后我问：“嗯，Instagram 标题的文案是什么？第一个是什么？钩子是什么？呃，如果我们把这个做成一个视频？”并不是说它必须有一个好的，必须病毒式传播，但我们应该谈论它，因为我们与他人沟通的方式与我们正在构建的东西同样重要。所以，我在过程的每个部分都是如此。并不是我们做了它，然后神奇地我制作了一个热门视频之类的。从来不是这样运作的。总是像我们在开始工作之前就知道它会火，因为它在纸面上听起来就很好。

And the more demos we can put out as a company, the better. At my company, I'm always like, well, what are we launching this week? That's more of the question. And we work backwards always from the launch of whatever we're working on. So for example, I'll give you a small example. If we have a feature we're working on, well, we talk about it, sure we talk about the feature, how it feels, etc. But, then I ask, "Well, what's the copy on the Instagram caption? What's the first What's the hook? Uh if we put If we make this a a video about this?" And not that like it needs to have a good needs to go viral, but we should talk about it because how we communicate to other people is just as important as what we're building. And so, I'm it's at every part of the process. It's not like we make it and then magically I make a hit video or something. That's never how it works. It's always like we kind of know it's a hit before we even start like working on it cuz it just sounds good on paper.

是的。

Yeah.

所以，我可以展示一些例子，但是

And so, I can show some examples of that, but

我认为很多人看到你发布的病毒式传播并获得大量关注的视频，他们几乎认为这是偶然发生的，因为你看起来，你知道，如此舒适、自然和即兴，但根本不是这样做的，因为你在制作视频之前就试图弄清楚钩子。所以，也许如果你能调出一个视频，带我们浏览一下，然后也许带我们了解你制作那个视频的过程，在你真正开始拍摄任何东西之前需要什么，那会很有趣。

I I think a lot of people um see videos that you publish that go viral and get a ton of attention, and they almost think that it happens by accident because you just seem, you know, so comfortable and natural and off-the-cuff, but that's not how you do it at all because you're trying to figure out the hook before you even do the video. So, maybe um it'd be interesting if you could pull up a video, walk us through it, and then maybe walk us through the process of how you created that video, what goes into it before you've even actually started shooting anything.

完全，完全。我现在对很多发布内容的理念就是，我们如何展示我正在做的事情的过程，而不是展示我正在做的事情的结局。呃，我认为有很多价值在于，“嘿，我是这个创始人，我刚拿到这么多钱，这是我的产品，这是我的高级单反相机，这些是我精心编辑的视频，你知道，我在一个漂亮的办公室前。”你知道，但我相信我们都见过那些。你每天都看到那些。

Totally, totally. My uh philosophy on a lot of the launch stuff now is just how can we just show like almost like the process of what I'm doing versus show the ending of what I'm doing. Uh I think there's a lot of value to being like, "Hey, I'm this founder person and I just got this much money and this is my product and this this is my fancy DSLR and these are my good my my wonderfully edited video, you know, with me in front of a nice office." You know, but I'm sure we've all seen those. You see those every day.

我今天肯定看到五个左右。那些是有目的的，但对我来说，那变成人们追求的那种东西真的很烦人。所以我总是试着做相反的事，只做我认为对的事，因为那是一次性的。你想要一个频道，因为——我们到底为什么要发布，Aaron？我们为什么要发布？原因是什么？

I saw like five today for sure. And those have a purpose, but to me that becoming like the kind of thing that people are reaching towards is really annoying. And so, I try to always do the opposite and just do what I think is right cuz again, that's a one-time thing. You want a channel cuz why are we even launching, Aaron? Why are we launching? What's the reason?

我们发布是为了获取用户。

We're launching to get users.

没错。我们发布不是为了在网上获得一堆影响力，让人们觉得我们很聪明。我们是想真正让人们使用我们的产品，这意味着要有一个可以不断重复、从中找到用户的渠道。所以，我在这里给你看一个例子。这个就是完美的例子。这就像是 Clicky 的发布。这就是 Clicky。Clicky 是这个小蓝人，它会在用户的电脑上跟随你的光标。它基本上是一个 AI 老师，可以教你任何东西。老实说，我觉得那个演示没那么好。我记得我在办公时间给你看过，你说：“哦，你应该发这个。其实挺酷的。”我记得有一天你又问我这件事，我最后说：“好吧，行，我发这个。”因为即使是我，我已经做了这么多年，10 多年了，有时我也会想：“哦，我不想发。还不够好。”但我错得太离谱了。你甚至那样想，我真是大错特错。所以，我在晚饭前 5 分钟在办公室录了这个视频，然后发了出去，晚饭后，它就开始数据飙升。现在这就是我的公司。这不是很疯狂吗？它只是一个随机的副项目，我甚至开源了，因为我觉得没人会关心。而 6 个月后，我在这里把它当作一家真正的公司在做，对吧？

Exactly. We're not launching to like get a bunch of clout on the internet and make people think that we're smart. We're trying to actually get people to use our thing, and that means having a channel that we can keep on repeating and find users from. And so, yeah, I'll show you one example here. This one's a perfect example. This is like the launch of Clicky. So, this is Clicky. Clicky is this little blue guy that follows your cursor on his user computer. And it's basically an AI teacher that can teach you anything. Honestly, I thought the demo was not that good. I remember I showed it to you in office hours, and you're like, "Oh, you should post this. It's actually kind of cool." And I think one day you asked me again about it, and I ended up saying, "Okay, all right, I'll post this." Cuz even for me, I've been doing this for years, like 10 plus years, and even I sometimes I'm like, "Oh, I don't want to post it. It's not good enough." But I was so wrong. That's so wrong of me for you to even think that. And so, I recorded this video in the office 5 minutes before dinner, and I posted it, and after dinner, it's just doing numbers. And now this is my company. Isn't that a crazy thing. It was just a random side project that I then even just open source cuz I thought no one would even care about it. And here I am working on it 6 months later as a real company, right?

是的，所以这个视频有近 300 万次观看。这个视频在给你信心继续做下去方面到底有多重要？

Yeah, and so this was nearly 3 million views. How important was this video in actually even giving you the confidence that you should keep working on this?

我根本不在乎流量。观看量看起来很棒，人们会说恭喜，但实际数字是什么？所以我根本不在乎这个数字。我想的是：“有多少人下载了它？”所以，这个视频之后，我想有 7000 人下载了它。然后我看了 4 天后谁还在留存。如果你问我为什么今天还在做这个产品，不是因为它是病毒式传播。而是因为 7000 人下载了它，其中大约 100 人连续 5 天每天都在使用它。这让我深受启发。我联系了那 100 个人。我和每个人都谈了，我想：“天哪，人们用它来做我从未想象过的事情。”是用户激励我继续前进。

I do not care about the traffic at all. The views look really wonderful, and people will say congratulations, but what are the actual numbers? And so, I actually don't care about this number at all. I was like, "How many people downloaded it?" And so, after this video, I think 7,000 people downloaded it. And then I looked at who's like retained 4 days later. And if you ask me why I'm working on the product today, it's not cuz it went viral. It's because 7,000 people downloaded it, and about 100 people of the 7,000 kept on using it every day for 5 days straight. That got me so inspired. I reached out to those 100 people. I talked to each of them, and I was like, "Oh my god, people are using this for things I would have never imagined." And the users are what inspired me to keep going forward.

当然，有很多小事情我可以说，都是我现在下意识在做的。也许你可以帮我梳理一下，但就连标题，就像很随意。“我做了这个东西。”

Of course, there's so many little things I could talk about of things I'm doing just subconsciously at this point. Maybe you could help me think through it, but even just the headline, just like just casual. I built this thing.

是的。

Yeah.

它是一个 AI 老师。它做什么？为什么重要？我的大脑就是这样思考的。我写作已经十多年了。所以对我来说，把推文称为诗听起来很傻，但我在意东西的长度。我在意我在这里讲述的故事的不同部分。

It's an AI teacher. What does it do? Why is it important? It's like that's how my brain thinks. I've been writing for like a decade plus. And so, to me, it sounds dumb to call a tweet poetry, but like I care about how long things are. I care about the different parts of the story that I'm telling here.

我记得这甚至可以追溯到你的 Build Space 时期，当时你会向社区发送定期的营销邮件。我会收到那些邮件，你也是那样写的。

And I remember this even back to your Build Space days when you would send your regular marketing emails to the community. I would get those, and that's how you wrote, too.

是的，是的。

Yeah, yeah.

它感觉不像人们期望收到的那种典型营销邮件。感觉像是 Farza 在写给我。即使你知道，并不是你直接坐下来做这件事，感觉就是那样。

It didn't feel like the typical marketing email that somebody would expect to get. It felt like Farza was writing to me. Even when, you know, it wasn't like you directly sitting down and doing the thing, it felt like that.

完全正确。我经常做的一件事是，这取决于平台。这是 Twitter。我会随便找一个人的推文，也许像这个。然后我会直接把这段文字换成我的推文文字。然后我会这样做。我会想：“我的眼睛停了吗？”我就问自己：“我自己会停下来看这说的是什么吗？”如果我停下来，那对我来说就是测试我自己是否会查看这个的第一步。所以，这大概是我对于无论 Twitter、Instagram、YouTube 还是任何平台的第一条规则。我会在这个上停下来吗？

Totally. One thing I do a lot is it depends on the platform. This is Twitter. I'll just kind of go, I don't know, some random person's tweet here. Maybe like this one. And I'll literally change this text to my tweet's text. And I'll just do this. I'll be like, "Did my eyes stop?" I'll just ask myself, "Did I myself stop on what this is saying?" And if I stop, that's like step one for me on testing if I myself would kind of check this out. And so, that's kind of my number one rule for got regardless of Twitter, Instagram, YouTube, anything. Am I going to stop on this?

嗯。

Mhm.

我甚至会读第一句话吗？因为如果我不读第一句话，我根本不可能深入进去。另外，看看视频的第一帧。它非常刻意地是 Xcode。为什么？因为我知道最初好奇的开发者可能会对此感兴趣。而不是真正的视频编辑，对吧？所以，它刻意是 Xcode。我刻意放大到这里这个部分来展示，因为这个部分太小了。这个部分就像这个小三角形，帮你一下。大多数人在滚动时只看到前 3 秒。

Am I even going to read the first sentence? Cuz if I don't read the first sentence, there's no way I'm going into this. Also, like, look at the first frame of the video. It's very purposely Xcode. Why? Because I know that initially curious developers are probably going to be interested by this. Not like actual video editors, right? So, it's purposely Xcode. I purposely zoom in right here to this part to show cuz the part is so small. The part is like this little triangle that kind of helps you out. Most people when they're scrolling see the first 3 seconds.

每个人都是。所以，这是点击。

Everyone. So, this is click.

放大。然后我说：“哦，那是什么？”你知道，至少在你滚动的时候。

Zoom. And I go, "Oh, what is that?" You know, at least while you're scrolling.

是的，你把它移来移去，这样人们就能看到那里有东西在动。

Yeah, and you're moving it around so people can see that there's something moving there.

我认为，嗯，你可以整天深入细节，但我现在知道这些东西的原因是因为我制作了成百上千个没人关心的视频。是的。我认为这是最重要的事情。就像，是的，我不希望人们看了这个视频然后想：“哦，我得做这个钩子，做这个那个。”

I think that, um, you can go into details all day, but the reason I got this I know this stuff now is because there's hundreds and thousands of videos I've made that nobody has cared about. Yeah. I think that's the biggest thing. Like, yeah, I don't want people to watch this video and think, "Oh, I got to make this hook and do this and this."

所以，这是第一个即兴的。这几乎完全没计划。所以，很多只是你的直觉和你基于学到的东西如何组合起来。带我们看另一个视频，也许你提前计划得更多一些，因为让我惊讶的一件事是，你实际上为你所有的视频都写脚本，我想任何看过你视频的人都会对此感到惊讶，因为你看起来就像在即兴说话。你是怎么做到的？你准备得很充分，但看起来并不正式、呆板，也不像在念稿。你怎么教别人做到这一点？

And so, this was this first one off the cuff. This was almost entirely unplanned. And so, a lot of this was just you and instinct and how you put this together based on things you've learned. Walk us through another video that that maybe you planned out a little bit more in advance cuz one thing that's surprising to me, you actually write a script for all of your videos and I think anybody that's seen one of your videos would be surprised by that because you seem like you're just talking off the cuff. How do you do that? Like you you're very prepared but it doesn't seem formal and stuffy and like you're reading. How can you teach somebody else to do that?

完全正确。如果我喜欢读它，那意味着我大声说出来可能也会好听。

Totally. If I like reading it, then that means it'll probably sound good if I say it out loud as well.

嗯。

Mhm.

但不总是，但有时是。所以这是我昨天做的一个视频的脚本例子。再说一次，它超级简单，就像我喜欢读这个吗？如果有人把这个发短信给我，我会读吗？

But not always but sometimes. And so this is one example of a script I wrote for a video that I did yesterday. And again, it's just super simple like do I enjoy reading this? Like would I read this if I just someone texted this to me?

是的，你脑子里在想什么？你是在想象观众听这个，还是你如何评估某件事是否真的有趣和好？

Yeah, what's going through your head? Are you imagining the audience listening to this or how do you evaluate if something is actually good and interesting?

对我来说，永远是我就是观众。

For me, it's always I'm the audience.

我会对脚本的内容感兴趣吗？

Would I be interested in what the script is saying?

说实话，这个脚本其实没那么强，但我还是录了视频，因为你得发布。在开头一点点，我有没有传达出我在做什么？为什么重要？你可以在短短 10 秒内传达很多信息。你在做什么，为什么重要——让我们进入正题。这就是任何视频前 10 秒应该讲的内容，因为这些视频大多只有 1 分钟长，对吧？它有点像电影。一部电影是一个半小时、两个小时，前 20 分钟只是铺垫。

Honestly, this script is actually not that strong, but I still recorded the video because you've got to be launching. In the first little bit, am I getting across what I'm doing? Why is it important? You can get across so much in just 10 seconds. What you're doing, why it's important—let's get into it. That's what the first 10 seconds of any kind of video should be about, because most of these videos are 1-minute long, right? It's kind of a movie. A movie is an hour and a half, 2 hours, and the first 20 minutes is just a setup.

嗯。

Mhm.

它是一个两小时的东西。所以对于 1 分钟长的视频，你需要铺垫，但应该只占 10%、20%。所以我写下来，在这个案例中，我说：“嗨，我想分享我们新智能体界面的新演示。”当与用户交谈时，等等等等，然后进入演示。所以对我来说，这就是我在镜头前思考的方式。最糟糕的部分是在镜头前，你会想：“啊，我在说什么？”你没有什么可以支撑自己的。

It's a 2-hour thing. And so for a video that's 1-minute long, you need a setup but it should only be like 10, 20%. So I write this down and so in this case, I said, "Hi, I want to share a new demo of our new agent interface." When talking to our users, blah blah blah, and then getting into the demo. And so for me, this is just kind of how I think through it before I get in front of the camera. The worst part is being in front of the camera and you're like, "Ah, what am I saying?" You have nothing to ground yourself.

是的。

Yeah.

让自己有支撑是好的，是的。

It's good to ground yourself, yeah.

你从脚本开始，然后转向一些视觉元素。你如何考虑第一个镜头应该是什么？这非常重要，对吧？这是人们滚动时看到的第一件事。

You start with the script and then you move on to some of the visuals. How do you think about what that first shot should be? It's so important, right? It's the first thing people see when they're scrolling.

我快速给你看一个我们视频的例子。这个视频在 YouTube 上其实表现很好。这是一个全新的 YouTube 频道。我们 literally 创建了它，然后 3 天后发布了这个视频。

I'll show you a quick example of one of our videos. So this video actually did really good on YouTube. This is like a brand new fresh YouTube channel. We literally made it and then posted this video 3 days later.

是的。

Yep.

这是我们转化率最高的视频之一，尽管只有 19,000 次观看。是的，这个视频，我想它在 Twitter 上获得了 300 万次观看，

And this is one of our highest converting videos, despite being 19,000 views. Yeah, this video, I think it did like 3 million views on Twitter,

嗯。

Mhm.

YouTube 上 20,000 次，Instagram 上也有疯狂的数量。同一个视频。所以它有点跨平台——我们到处发布，只是看看会发生什么。但是的，我的意思是，我喜欢做视频的方式是：制作这个东西的人是谁？就展示你自己。非常清晰地展示你的脸。这就是你。这是你的个性。为自己感到骄傲，自信地告诉镜头你在做什么。因为如果你觉得这很酷，那么我想你会发现至少——我的想法总是至少还有一个人会觉得这很酷。

20,000 on YouTube, and like some crazy amount on Instagram as well. The same video. So, it kind of did it across—we posted just everywhere, just to see what happens. But yeah, I mean, the way I like to do my videos is: who is the person making this thing? Just show yourself. Show your face very clearly. This is you. This is your personality. Just be proud of who you are, and confidently tell the camera what you're working on. Because if you think it's cool, then I think you'll find at least—my thought is always at least one other person will think this is cool.

嗯。

Mhm.

这就是我在对话的人。我在和那个世界上可能觉得这很酷的另一个人对话。所以，是的，我总是以一个非常清晰的“嗨，这就是我在做的事情”开始。

And that's who I'm talking to. I'm talking to that one other person in that world that may think this is cool. And so, yeah, I always start with a very clear "Hi, this is what I'm working on."

你只需要按住 10 加控制键，开始说话，你说的任何内容都会以文本形式流式传输到你光标所在的任何文本框中。例如，如果我在 Apple Notes 上，我可以直接说——

All you got to do is press and hold at 10 plus control, start talking, and whatever you're saying will stream in as text into whatever text box your cursor is on. For example, if I'm on Apple Notes, I can just say—

太好了，就是这样工作的。你能给我一个例子吗？

Great, that's how it works. Can you give me an example?

嘿，今天我要发布三件事。第一，技能，第二，记忆，第三，这个用户给出的关于听写的 bug。

Hey, today I have to ship three things. First, skills, second, memory, and third, this bug that this one user gave about dictation.

好的，那很酷，但这就像我见过的所有其他产品一样。这没什么特别的。

Okay, that's pretty cool, but this is like every other product I've ever seen. There's nothing special about this.

所以，那很酷，说实话，今天很多产品已经做到了这一点。但问题是：当我写作时，我 often 并不真正知道我想说什么。所以，看看这个。我们正在发布——

So, that's pretty cool, and honestly, many products already do this exact thing today. But here's the thing: when I'm writing, I often don't really know what I even want to say. So, check this out. We're shipping—

那么，然后就像，我为自己框定问题。

So, then like, I frame the problem for myself.

嗯。

Mhm.

我不是说“每个人都有这个问题，他们不知道写什么。”我没有涉及所有人。我只谈论我自己。因为这些是我的问题，因为我总是为自己构建东西。

I'm not saying "Everyone has this problem where they don't know what to write." I'm not involving everybody. I'm only talking about myself. And because these are my problems, because I'm always building stuff for myself.

屏幕外听写。这很酷。我以前从未见过这样的东西，我想给你看。假设我想写——

Screen away dictation. It's pretty cool. I've never seen anything like it before, and I want to show you. Let's say I want to write—

再次，那只是我做自己，就像，“嘿，我想给你看。”

Again, that's just me being myself, which is like, "Hey, I want to show you."

你在这里显得非常自然。一开始对你来说容易做到吗？

You come across very natural here. Was that easy for you to do that in the beginning?

首先，整个视频都是脚本化的。我说的每一行，我都是大约 3 天前写的。我说了，我会在脑子里一遍又一遍地说，在洗澡时，上班路上，我总是想：“我该怎么说出那句台词？”等到我站在镜头前时，我已经在脑海中想象了 10 次。有趣的是，这个视频完成后，我告诉 Vikrant，和我一起制作视频的人，我说，这是我们做过的最差的视频。甚至不值得编辑。他说，不，兄弟，安静，闭嘴。我要制作它，然后我们要发布它。所以再次，有团队也很好，他们会说，嘿，我们做了这个，我们要发布它。不管我们觉得它有多尴尬，我们让观众决定。这个视频在 Twitter 上获得了 300 万次观看。人们为之疯狂。有趣的是，我觉得它很糟糕。我只是觉得，这太糟糕了。所以这是我说错的情况之一。我认为创始人，尤其是像我这样的，认为我们做的东西不好，或者我做的东西不好，然后我不想发布，因为这会让我——我不喜欢它的声音或感觉，我不断强迫自己发布。点击发布对我来说并不自然。但有时是。有时不是。是的。所以这是一个例子，我很惊讶人们甚至关心，因为我认为这只是一个非常简单的事情。

First of all, this whole video is scripted. Every line that I'm saying, I wrote like 3 days before. And I said it and I will say it in my head like over and over and over again, in the shower, going to work, and I'm always like, "How should I say that line?" And by the time I'm in front of the camera, I've already visualized it like 10 times. And it's so funny, after this video we finished it, I told Vikrant, the person who I make videos with, and I'm like, this is the worst video we've ever done. It's not even worth editing it. And he's like, no, bro, be quiet, shut up. I'm going to make it and then we're going to post it. And so again, it's good to have the team also be really like, hey, we made this, we're going to put it out. It doesn't matter how cringe we think it is, we'll let the audience decide. This video did 3 million views on Twitter. And people went crazy over it. And it's so funny, I thought it was horrible. I just thought like, this is so bad. So this is one of the situations where I was wrong. And I think founders, I mean, me especially, think something we made is bad, or I made is bad, and then I don't want to put it out because it's going to make—I don't like how it sounds or feels, I'm constantly forcing myself to put it out. It's not natural for me to click post. But sometimes it is. Sometimes it's not. Yeah. And so this is one example where I was like so surprised that people even cared to begin with, because I thought it was just a pretty simple thing.

这很有趣，我听说你几乎把这称为演示驱动开发，你所做的一切，几乎都是从你最终想要的演示倒推。这有点像是证明东西已经准备好了，让你测试它，然后你到了最后，你会说，我们就发布演示吧。

It's interesting, I've heard you talk about this almost like demo-driven development where everything that you're working on, you're almost working backwards from a demo that you want at the end of it. And that's kind of the proof that the thing is ready to go, it lets you test it out, and then you get to the end of it and you're like, let's just publish the demo.

在我的公司里，我试图始终做到的最重要的事情——以及我经营过的每家公司——是，你知道那种感觉，当你和某人一起工作，通常是团队或联合创始人，你会说，哟，看看这个。你必须非常意识到这一点，因为那可能就是你可以在网上谈论的东西。那个“看看这个”正是那种原始的“看看这个”，正是你在互联网上展示自己的方式。在这种情况下，有时我会更花哨一点，如果我想的话，但有时我也只是一个在简单视频中的人，在 YC 办公室。然后有时，也许每季度一次，我们会做一个精心制作的发布，就像，这是我真正引以为豪的东西，我想确保它被正确地谈论。

The most important thing in my company that I try to always—and every company I've ever run—is, you know that feeling when you're working with someone, often on the team or a co-founder, and you're like, yo, check this out. You have to be so aware of that, because that is the thing that you could probably talk about online. That check this out is exactly like that raw check this out, is exactly how you should be kind of presenting yourself on the internet. In this case, sometimes I go a little bit more fancy if I want to, but sometimes I'm also just a guy in a simple video, and in the YC office. And then sometimes, maybe once a quarter, we'll do a polished launch, where it's like, this is something I'm really proud of, I want to make sure it's talked about properly.

但一般来说，我们几乎每天都在发布演示。有意思的是，现在每个人都能发视频、每天发布，你怎么在那个世界里脱颖而出？看起来那些花很多钱、做精美视频的人，是在努力获取更多关注、显得更精致、比你走得更远。但你采取了相反的做法。所以在一个每天都有那么多内容和视频的世界里，你怎么考虑脱颖而出，以及其他人怎么也能做到？

But generally, we're launching like demos every single day almost. It's interesting, now that everybody can put out videos and do launches every single day, how do you stand out in that world? It seems like people that are spending lots of money and trying to do fancy produced videos, that's an effort to try to get more attention and stand out and seem polished and further along than you are. But you take the opposite approach. And so in a world where there's just so much content and so many videos that are out there every single day, how do you think about how you try to stand out and how others can, too?

我从来不那样想。我总是只想：我想聊点什么。我觉得它有意思。外面总会有一个人觉得它有意思。

I never think about like that. I always just think about like I'm I want to talk about something. I think it's interesting. And there's got to be one person out there that thinks it's interesting.

嗯。

Mhm.

当我点击发布时，我脑子里总是想：如果这得到零关注、零观看，我仍然高兴我发布了它。你知道，因为我高兴我把东西发出去了。我认为这应该是每个在 2026 年做公司发布的人的心态。你不能老想着它。等我按下发布，我已经忘了它。我可能一周后才看。

And when I click post, in my brain, I'm always like if this gets zero attention, zero views, I'm still happy I posted it. You know, because I'm glad I got something out there. I think that should be the mentality everybody has working on their company launching 2026. Like you can't be thinking about it. By the time I hit post, I've already forgotten it. I'm looking at it maybe a week later.

是啊。你怎么做到的？我觉得大多数人发东西时会不停地刷新，想看有没有人喜欢、谁喜欢了。但你发布完就走开了。

Yeah. How do you do that? I feel like most people when they post something they're incessantly just refreshing and trying to see are people liking it, who liked it. But you launch and you walk away.

是的。

Yeah.

你怎么达到那个境界的？

How do you get to that point?

我的意思是，你就是把很多垃圾发出去。我现在往世界上发了太多垃圾。不是坏东西，只是那些我当时不觉得好的东西。

I mean, you just put so much garbage out there. I put so much garbage out in the world at this point. Not like bad stuff, but just like stuff that I wasn't like this is I didn't think that I didn't think was good.

是啊。

Yeah.

而且人们第二天就忘了。我现在可以做点东西发出去，人们第二天就忘了。2026 年的注意力差不多就是这样运作的，你懂吗？

And people forget the next day. I can make something right now and post it and people are going to forget the next day. That's just how attention in 2026 kind of works, you know?

所以这是一个完美的例子。这是 2021 年。嗯。是 YC 之后一年。我是个 solo founder。我在 ZipSchool 是 solo founder，在 Buildspace 也是 solo founder，现在还是 solo founder。并不是说我——是的，我知道怎么把相机架在面前并剪辑，但我不是个出色的剪辑师。所以这是我还在做 ZipSchool 的时候，那是一个在线小学，我想展示我们为用户推出的新课程。这就是发布视频。

And so this is like a perfect example. This is 2021. Mhm. It's a year after YC. I'm like a I'm a solo founder. I've been a solo founder at ZipSchool and a solo founder at Buildspace, solo founder now. It's not like I'm that Yes, I know how to put a camera in front of me and edit it, but I'm not a fantastic editor. And so this is back when I was working on ZipSchool, which is an online elementary school, and I wanted to show off the new classes that we were launching for our users. And this is the launch video.

嘿，ZipSchool 的各位。我是 ZipSchool 的 Faraz，又来展示我们昨天刚加到 ZipSchool 的四门新课程，我们非常兴奋。第一门叫“火星毅力号着陆”，面向 7 到 12 岁的孩子。这门课涵盖火星着陆，其实——老实说，不是——我看这个视频已经走神了。

Hey there, ZipSchoolers. Faraz from ZipSchool here again to show off four new classes that we just added yesterday to ZipSchool that we are very excited about. The first one is called Mars Perseverance Rover Landing aimed at kids ages 7 to 12. And this class covers the Mars landing that actually Honestly, it is not I'm already checked out watching this video.

你会怎么做不同？你在这个视频里犯了哪些错误？

What would you do differently? What are the mistakes that you're making in this video?

我认为那才是重要的部分。关键不在那个。关键在于我发布了它，然后它得到了 23 个赞，顺便说一句，这比零多。它得到了不止零次观看。它得到了不止零条评论。它得到了一个人的一条评论。

I think that's the important part. It's not about that. It's about the fact that I posted it and then it got 23 likes, which by the way is more than zero. It got more than zero views. It got more than zero comments. It got one comment from a guy.

你得到了一个书签。

You got a bookmark.

我得到了一个书签。所以就像我发布了一样。对我来说这就是发布。我知道这对某些人来说听起来很傻，但对我来说这正是发布的含义。我们在公司做了新东西。我们向世界谈论它，不管我们得到 23 次观看。如果有机会得到超过一次观看，我们就应该谈论它。所以这是件超级小的事。这在我公司是日常，因为我们几乎每天都有新课程上线。所以我就做，我会说：对，我们聊聊它。也许有一天我会聊它，其中一门课会真的很有趣，被选中并超级病毒式传播，但这从未发生。但事实是我做了这些视频。随着时间的推移，我在知道该怎么谈论产品方面变得好多了。因为想想，我总体上擅长做视频和写故事，但谈论产品很难。你怎么才能不显得推销？你怎么才能不显得完全是自己？这很难。

I got a bookmark. So like I launched. This to me is a launch. And I know that sounds dumb to maybe some, but to me this is exactly what launching means. We did something new at the company. We talk about it to the into the world and it doesn't matter if we got 23 views. If there's a chance that we get more than one view, we should talk about it. And so this is a super small thing. This is like an everyday thing in my company where we have cuz we have new classes dropping everyday almost. And so I just make it I'd be like, yeah, let's talk about it. Maybe one day I'll talk about it and one of the classes will be really interesting and get picked up and go super viral, which never happened. But the fact is I made the videos. And over time I I got so much better at just knowing like how should I talk about products? Cuz think about it like I'm good at making videos in general and writing stories, but talking about products is hard. How do you come off without sounding schilly? How do you come off without sounding fully yourself? And it's hard.

这很有趣。这是一次发布。这是我公司工作的第一天，2020 年 12 月 1 日，我上线了一个落地页。Aaron，没有文案。只有一个链接和我在 Canva 里做的一些奇怪视频，我发布了它。那就是发布。对我来说，我发布了一个落地页。对吧？在我眼里。顺便说一句，在这个例子中我大概有 80 个粉丝左右。所以没人在看我在做什么。而这只是继续。这是什么？好四年。

This is funny. This is a launch. This is the first day I worked at my company, December 1st, 2020 and I shipped a landing page. Aaron, there's no copy. There's just a link and there's some weird video I made in Canva and I posted it. And that's a launch. To me I launched a landing page. Right? In my eyes. And by the way, in this instance I had like maybe a 80 followers or something. So no one was watching what I was doing. And this is just continued. What is this? Nice four years.

呃，我对接下来四年、对美国、对 ZipSchool、对世界都很兴奋。会很棒的。

Uh I'm pretty excited for the next four years or the USA for ZipSchool for the world. It's going to be great.

所以再次，我只是多年来一直发这些。随着时间的推移，你积累起来。你知道，就像篮球。你一直继续，像“哦天，这越来越近了。”而你内心是聪明的，作为人类，你是聪明的

And so again, I've just been posting these for just years. And so over time you you build up You know, it's like it's like basketball. You just keep on keep on going like, "Oh man, this is getting closer." And you internally are smart are human being, you're smart

是啊。

Yeah.

你会慢慢变好。但如果你不投一千次篮，你就不会投进那第 5000 次，你懂吗？

you'll slowly get better. But if you don't take a thousand shots, you're not going to make the that that the the 5,000th shot, you know?

显然，你的建议就是把它发出去。别担心。就发出去。你需要积累次数。从那以后五年里你学到了什么？

Clearly, your advice is just put it out there. Don't worry about it. Just put it out there. You need to get the reps. What are the things that you've learned in the five years since then?

太多了。

So much.

你现在能给别人什么建议，来改进他们的视频，从比你最初做时更好的起点开始。

The tips that you could give people now in order to improve their videos and start from a better starting point than you did when you were first doing this.

完全。我想说清楚。我所有的视频看起来都很精良，呃，但那是因为这对我来说很自然。制作一个精良视频对我来说大约需要一小时。嗯，但对其他人可能更久。所以，当我展示这个时，我想明确：你不必制作精良的视频。可以只是 iPhone 视频，仍然会做得很好。所以，这是那些视频之一，我甚至在写脚本时就知道它会火。

Totally. I want to be really clear. All my videos are like look very produced, uh but that's because it comes very naturally to me. To make a produced video for me will take like an hour. Um but for other people may take longer. So, while I'm showing this, I kind of want to be clear like you don't have to produce your videos. It could just be an iPhone video and it'll still do really well. So, this is one of those videos where I just knew even when I when I when I wrote the script that it was going to go big.

嗯。

Mhm.

呃，它现在在 Instagram 上有 2100 万次观看。信不信由你，这一个视频仍在为我们带来大量流量。所以，这些算法就是这样运作的，它们会继续把内容推给想看的人，呃，推给更多人。另外，我现在把这个视频做成了广告。所以，我现在在视频上投放 Facebook 广告。所以，是的，为公司制作视频有很多好处。

Uh it has now 21 million views on Instagram. And believe it or not, this one video is still driving a lot of our traffic. So, that's how these algorithms work like they'll keep serving the content to people uh to more people that want to see it. Also, I've made this video an ad now. So, I'm running Facebook ads now on a video. So, yeah, there's a lot of benefit to making videos for your company.

上周，我因为一个我构建的想法超级病毒式传播，而我其实觉得那个想法有点糟糕。而这周，我不知怎么进了 Y Combinator？让我给你看

Last week, I went super viral for an idea that I built that I thought was actually kind of terrible. And this week, I'm somehow in Y Combinator? Let me show you what

好的，就那个钩子。

Okay, so just that hook.

是的。

Yeah.

比如我说了什么？嗯，上周我因为做的东西超级火，我自己都觉得有点荒谬什么的，糟糕。

Like what what did I say? Um last week I went super viral for something I built that I thought was kind of ridiculous or whatever, bad.

嗯，酷，这挺有意思的。现在他在这个叫 Y Combinator 的东西里。我听说过 Y Combinator。所以我有点针对那个细分市场。然后一个非常简单的，让我给你看看我在做什么。我的公式总是一样的。

Um cool, like that's interesting. And now he's in this thing called Y Combinator. I've heard of Y Combinator. So, I was kind of targeting that niche. And then a very simple, let me show you what I'm working on. I had it's My formula is always the same.

是的。

Yeah.

这就是我。这就是正在发生的事。这就是我在做的东西。让我给你看看。

This is who I am. This is what's going on. This is what I'm working on. Let me show you.

给你看看我在做什么。它叫 Clicky。它是一个小 AI 伙伴，住在你的电脑光标旁边，免费实时教你任何东西。假设我在学 DaVinci Resolve 里的调色。我不用去 YouTube 看视频，只要大声问，Clicky 就会直接告诉我具体怎么操作，甚至指给我看。

Show you what I'm building. It's called Clicky. It's a little AI buddy that lives next to your computer cursor and teaches you anything in real time for free. Let's say I'm learning how to color grade in DaVinci Resolve. Instead of going to a YouTube video, I just got to ask out loud and Clicky will literally tell me exactly how to get there and even point at it for me.

所以，再说一次，有点精心制作，但同样，这个我们花了大概四到六个小时做，因为我们刚做完这个。但再说一次，即使这是一个简单的视频，我说“嗨，这就是我在做的东西。看看这个。”然后我把相机转过去直接拍我的电脑。我觉得效果可能没那么大，但同样，你只要开始做，做大概 10 个这样的视频。然后你就会很擅长谈论这些东西。但再说一次，像那个视频，超级清晰的开头钩子，非常清楚地说明为什么你应该、为什么你现在刷手机时应该关心。所以我总是在网上看视频时做的一件大事，不管是不是我自己的，就是问自己，我是不是在跳走？我什么时候会跳走？所以如果我随时去 Instagram Reels，这其实是我经常做的。我看很多内容，不是为了娱乐，只是为了研究。所以我可以去 Instagram Reels。

So, again, a little pretty produced, but again, this this took us like four to six hours to make because we just had done this. But again, even if this was a simple video where I'm like, "Hi, this is what I'm working on. Check this out." And then I turn the camera to literally show my computer. I think the effect may not have been as big, but again, you just start and you make like 10 of those then. And you get really good at talking about stuff. But again, like that video, super clear hook, a very clear like why you should why you should care right now while you're on your scroll. And so a big thing that I always do when I watch videos on the internet, regardless if they're mine or not, is I ask myself, am I bouncing? When am I bouncing? And so if I go to Instagram Reels anytime, and this is what I do a lot actually. I watch a lot of content, not for entertainment, just to kind of study. And so I can go to Instagram Reels.

页面去拉黑我的异地女友，并发布我的减肥历程。

page to block my long-distance girlfriend and post my weight loss journey.

首先，这是我们刚偶然看到的一个随机视频，对吧？有很多可学的。深色背景，光打在他脸上，底部有个很酷的小字幕写着“两个月前开始”。你会想知道两个月前什么？你就是好奇。

First of all, this is a random video we just stumbled upon, right? There's so much to learn. Dark background, light on his face, kind of a cool little caption at the bottom where it started 2 months ago. You kind of want to know 2 months ago what? You're just curious.

对，发生了什么？

Right, what happened?

所以我会在脑子里记下这个，然后想“哦酷，也许我们可以做个视频把这个当模板。也许就像两个月前我在做某个东西，我其实不太知道那是什么，然后讲故事。”所以再说一次，我就一直这样做。

And so I'll mentally take that as a note and be like, "Oh cool, like maybe we can make a video that uses this as like a template. Maybe it's like 2 months ago I was working on something and I didn't really know what it was and then tell the story." And so again, I'll just keep doing this.

好的，所以这首歌刚达到 200 万次播放。

Okay, so this song just hit 2 million streams.

你有一段时间当你

You had a spell when you

你想知道我去哪了。

You wanted to know where I've been.

都是欢迎回到我们六个月前就该发布的功能，但我们现在才发布。

It's all Welcome back to features we should have released 6 months ago, but we're un-releasing them now.

这很酷。这就是创业公司该做的。是的，所以我现在看到很多这种，但主要是年轻创始人，这很酷。

This is cool. This is what startups should be doing. Yeah, so I'm seeing a lot of this now, but mostly like younger founders, which is cool.

几乎有点自嘲的意思。你知道，你的就像“啊，我有个东西我觉得很糟糕。”而他们就像“啊，这是我们六个月前就该发布的东西。”而这个人就像“我和前女友分手了。”

There's almost something like self-deprecating about it. You know, yours is like, "Ah, I had this thing that I thought was terrible." And they're like, "Ah, this is the stuff we should have launched 6 months ago." And this guy's like, "I broke up with my ex-girlfriend."

每个人都想要一个故事。那么一个演示怎么能成为一个迷你故事，或者你说的怎么能成为一个迷你故事？

Everyone wants a story. And so how can a demo just be a mini story or what you're saying be a mini story?

是的，我听过你谈这个，视频里其实不是你，而是角色 Farza。几乎就像所有这些人都是一个角色，观众能认同并最终可能支持的角色。

Yeah, and you I've heard you talk about this where it it's not actually you in the video, it's the character Farza. And and it's almost like all these people they're a character that the audience can identify with and ultimately root for potentially.

是的，是的。我的意思是，我觉得当创始人对着镜头说话时，你会给人某种印象。所以，嗯，完全是这样，有时我会想，是的，我并不是在演一个角色，但对他们来说我就是一个角色。就像当有人在他们的 TikTok 信息流或 Twitter 信息流上看我时，我在他们眼里就像一个随机角色。我不是一个真实的——我是一个人，但我有点像一个角色。

Yeah, yeah. I mean, I think that like when a founder talks to the camera, like you come off as a certain type of way. And so, um totally, sometimes I'm like, yeah, like I am not playing a character, but like I'm a character to the people. Like when someone watches me on their little TikTok feed or their Twitter feed, like I'm just like random character in their eyes. I'm not like a real I'm a person, but I'm kind of a character.

我也给你们看看这个，这是我们一直在做的，用户很喜欢。呃，它没有爆火，但用户很喜欢。就是这些小——其实有些已经爆火了，挺酷的。这是我们这周做的所有东西。

I'll show you guys this, too, which is just something we've been doing that our users have been loving. Uh it's not going viral, but our users have been loving it. And it's just these little Actually, some of them have been going viral, which is pretty cool. This is everything we built this week.

所以，Clicky 之前有一些问题，比如智能体的集成和编排。现在，Clicky 有了新大脑，生成智能体、控制它们、暂停它们会感觉顺畅得多，整体上你会看到很多改进。很多人抱怨 Clicky 一直跟着他们，所以我为他们做了个修复。

So, Clicky had been uh had some problems about like the integration and orchestration of the agents. Now, Clicky has a new brain, and it will feel way more smooth to spawn the agents, to control them, to pause them, and you're going to see a lot of improvements overall. A lot of people complaining about like Clicky is keep following uh them, so I made a fix for them.

所以，没有钩子。没有注意力。没有故事。只是我们是一群人，我们想告诉你们我们在做什么。这个在 Instagram 上几乎有 100 万次观看。

So, there's no there's no hook. There is no attention. There's no story. It's just we're a group of people, and we want to tell you what we're doing. This almost has a million views on Instagram.

你觉得为什么这些这么受欢迎？

Why do you think these are so popular?

我认为这是关于公司做内容最重要的一点。我们公司日常在做的事情，和大多数人以为公司里实际发生的事相差甚远。而给他们一个内部视角，看看你流程中实际发生了什么，这太酷了，让他们兴奋，让他们对你做的事感兴趣。我非常反对在网上谈论我作为创始人的生活。你永远不会看到我做那种视频，比如“这是我作为 YC 创始人的一天”。永远不会。呃，我不想告诉你我的生活，告诉你我的我的那些东西。我想用新方式展示我在做什么以及为什么。我认为大多数公司从不展示他们的过程。对大多数公司，呃大公司，苹果、Meta，你只看到马克·扎克伯格在台上，展示他的 Meta 眼镜。但很多人，尤其是产品的早期采用者——你知道，我确信很多 YC 创始人在做这些产品——他们感兴趣的是“这四个男女组成的随机团队是谁，他们怎么做这个 AI 产品？”就告诉我们——我们 10 分钟做这些视频，就是“嘿，起来，你今天在做什么？”是的，这很有趣。嗯，有趣的是我们开始做这些只是为了保持责任感。呃因为告诉大家我们站起来但面对世界，这很好，所以呃那就是想法，现在我们现在每两周做一次，真的很有趣。

I think that this is the most important thing I think about like companies making content. What we are doing on a day-to-day basis at our companies is so far-fetched from what most people think is actually happening at a company. And uh to just give them an inside look of what's actually going on in your process is so cool, and it gets them excited. It gets them interested in what you're doing. What I'm so against and so anti is talking about my life as a founder on the internet. You will never catch me making those videos about this is a this is my day as a YC founder. Never. Uh like I'm not trying to like tell you about my life and tell you about like my my my that stuff. I'm trying to show you like what I'm doing and why uh in new ways. And I think that um most companies just never show their process. For most companies, uh big companies, Apple, Meta, you just see Mark Zuckerberg on the stage, and he's showing you his Meta glasses. But a lot of people, especially early adopters of of products that uh you know, that I'm sure many YC founders are working on, uh are interested in just like, "Who are these random group of four guys and girls that are making this AI product and how are they doing it? And just telling we make these videos in 10 minutes and it's just hey, just get up what are you doing today? And yeah, it's interesting. Um it's funny when we started making these we just made them just to stay accountable. Uh cuz it was uh it was good to kind of tell the people what we kind of stand up but in front of the world and so uh that was kind of the idea and I mean now we now we do these every two weeks and it's been really fun.

是的，那真的很酷。

Yeah, that's really cool.

嗯，我觉得这里传达出的另一点甚至不只是你说的话，而是视频里的那种快乐。我觉得人们从你的个性中看到了这一点，从你选择的音乐中也看到了这一点。每个人在更新进展时都在鼓掌、互相支持，视频里传递出的就是正能量。你是怎么捕捉到这一点的？

Um I think another thing that comes across here is not even just the words that you're saying but like the joy that is in the videos and I think people see that in your personality and I think they see that in the music that you choose and everybody's kind of like clapping and supporting each other as they're giving their update and it's just like positive vibes are coming through the video and how do you capture that?

呃，你看，这很奇怪，因为这就是你必须做自己的地方。我一直这么说。人们总是问，我怎么开始拍关于我公司的视频，或者关于我正在做的事情的视频，或者超棒的礼物。反馈总是一样的：拿出你的 iPhone，点击录制，用自拍模式，说说你在做什么，30 秒，然后发到你的 Instagram。发到 TikTok，然后发到 Reddit 和 Instagram，或者 Reddit 和 YouTube，随便什么。你知道有多少人采纳我的建议吗？大概只有 1% 到 2% 的人真的会去做。但为什么呢？如果我现在告诉你——也许你不一样，我不知道，你可能不一样，你是 Aaron Epstein——但如果我叫你拿起手机录一段视频，那会让你感觉如何？然后发到你的个人 Instagram。你会怎么做？

Uh see this is so weird because this is where you just have to be yourself. I keep saying that. People always say how do I start making videos about my company or videos about what I'm working on or awesome presents. It's always the same feedback. Make take out your iPhone, click record, go go go uh selfie mode and talk about what you're doing for 30 seconds and post it to your Instagram. Post it to your TikTok and then post it to Reddit and Instagram or Reddit and YouTube or whatever. And you know how many people take me up on that? Almost like maybe 1% 2% of the time people will actually do it. Why though? If I told you right now I mean maybe you're different I don't know I don't you're probably different you're you're Aaron Epstein uh but if you if I tell you to point your phone and record a video uh how does that make you feel? And then post it to your personal Instagram. What do you do?

你会紧张，比如我会说什么？我看起来会怎样？如果别人觉得这很蠢怎么办？我觉得这些想法都会在人们脑海中闪过，他们害怕……

you get nervous about it like what am I going to say? How am I going to look? What if people think it's stupid? And all these thoughts I think go through people's heads and they're they're afraid of

高中朋友关注我，他根本不在乎我在做什么，就像没人在乎一样。但你看，这就是关键：这很有价值，你得先尴尬一段时间，才能学会如何不尴尬。所以很多人会发第一个视频，然后觉得这太糟糕了，我不发了。但重要的是继续做下去。所以再说一次，作为创始人，每天在 YouTube 上观看 YC 的创始人们，你们花 8 个小时在笔记本电脑上创造奇迹，微笑着，看到你觉得有趣的东西。如果你哪怕只花 10 分钟退后一步问自己：“我今天做了什么让我微笑、有趣或感觉新鲜的事？”然后谈谈它，展示它，点击发布，然后关闭，回去工作。这就是你要做的全部。我认为这就是 2026 年发布的意义。就是展示你的工作，因为发布就是这个意思，对吧？当你在 TechCrunch 或纽约时报上发布时，你是在展示你的工作。但在 2026 年，你可以每天展示你的工作。你实际上可以通过每天展示你的工作来获得观众。

high school friend follows me. He doesn't care about this what I'm working on like nobody cares. But see that's the thing like there's so much value to you got to be cringe for a little while actually to learn how to not be cringe. And so a lot of people will like post their first video and be like this is this is horrible I'm not going to post this. But then yeah I think the important part is to continue doing it. And so again every day as a founder, founders watching on YouTube at YC, you're spending 8 hours on your laptop making magic, smiling, seeing things that you find are interesting. If you just spend even 10 minutes to step back and ask yourself, "What's something I did today that made me smile or was interesting or felt new?" And just talk about it, and then show it, and then click post, and then close it, back to work. That's all you have to do. That's what it means to be launching, I think, in 2026. Just to show your work, cuz that is what launching is, right? When you launch on TechCrunch or New York Times, like, you're showing your work. But in 2026, you show your you can show your work every day. And you can actually get an audience just by showing your work every day.

很多人认为：“好吧，我不是针对 Z 世代或刻板印象中的 TikTok 用户、Instagram 用户。因此，我不应该把那个作为获取商业客户的渠道，或者我卖给采购部门之类的。”但听起来你的论点是：“那不是真的。这些平台上有各种各样的人。他们是真实的人，恰好在你可能成为客户的公司工作，

of people think, "Well, I'm not targeting Gen Z or whoever stereotypically TikTok users, Instagram users. Therefore, I should not use that as a channel to try to acquire my business customers or I sell to procurement or whatever." But it sounds like your argument is like, "That's not true. There's all kinds of people using these platforms. They're real humans that happen to work at companies where they could be your customer

并且会有兴趣看到你的产品，对吧？

and would be interested in seeing your products, right?

哦，是的。

Oh, yeah.

是的。世界上每个人都在——好吧，不是世界上每个人，但世界上的绝大多数人都在浏览这些平台。

Yes. Everybody in the world is on Well, not everybody in the world, but a large majority of the world is browsing through these platforms.

数十亿。

Billions.

是的。我们发现设计机构非常喜欢我们的产品。比如，有三家自然找到了我们。所以问题变成了，我们如何获得更多的设计机构？现在，好吧，我很好奇，如果你回到创始人模式，你会怎么做，Aaron？

Yes. We found that design agencies really loved our product. Like, three of them that found us naturally. So, the question became, how do we get more design agencies? Now, well, well, I'm curious, what what what what what would you do if you take yourself back like to founder mode Aaron?

哦，我不知道。可能很多人的默认做法是，去 LinkedIn 上看看，你知道，试着找那些把工作单位列为设计机构的人，或者去他们聚集的社区，或者专门的设计

Oh, I don't know. Probably the default for a lot of people is like, go look on LinkedIn and, you know, try to find people that list the place they work as a design agency or go to communities that they hang out in or like specialized design

完全正确。

Totally.

网站之类的。

websites or something.

那些实际上都挺好的。你应该做那些事情。但与此同时，你觉得设计机构的创始人会在 TikTok、Instagram 或 YouTube 上吗？你觉得他们会在这些平台上吗？答案很可能是肯定的。可能很多人在。所以，我们开始制作 TikTok，我记得。我没有把那个账号调出来，那个账号专门针对设计机构。我会直接说：“嘿，你是设计机构吗？或者嘿，你是设计机构的创始人吗？停在那里。让我给你看个很酷的东西。”然后我们就通过 TikTok 找到了大约 50 个设计机构线索。这些视频没有病毒式传播。每个平均大约有 4000 次观看。

And those are all actually pretty good. You should do those things. But at the same time, do you think a design agency founder is on TikTok or Instagram or YouTube? Do you think they're on these platforms? The answer is probably yes. It's probably a lot of them. And so, we started making TikToks, I remember. I don't have the the account pulled up here that was just targeting agencies uh design agencies. I would literally say, "Hey, are you a design agency? Or or or hey, are you a the founder of a design agency? Stop right there. Let me show you something really cool. And then that's how we found like 50 design agency leads just through TikTok. And these videos didn't go viral. They each on average had like 4,000 views.

但那是大约 4000 次有针对性的观看。

But it was about 4,000 targeted views.

4000 次有针对性的观看。所以，我的目标从来不是病毒式传播。我只是想谈论我正在做的事情，并确保它被那些真正对我所做的事情感兴趣的观众听到。

4,000 targeted views. So, the goal of my goal is never to go viral. It's just I want to talk about what I'm working on and I want to make sure it's listened to by an audience that would be interested in actually interested in what I'm doing.

你如何看待不同的渠道？

How do you think about the different channels?

每个渠道都不同。我直说吧，Twitter 是我们最差的，从历史上看，我在 Twitter 上做东西已经大约 10 年了。

Every channel is different. I'll say off the bat, Twitter is our worst is in historically I've I've been making stuff on Twitter for like 10 years.

嗯。

Mhm.

所有渠道中最差的转化率。比如这个视频，最初的 clicky 视频，在 300 万次观看中获得了 7000 次下载。

The worst conversion of any channel. Like this video, the original clicky video, got 7,000 downloads on 3 million views.

嗯。

Mhm.

如果你算一下，那还不到 1% 或某个疯狂的低数字。

If you do the math there, it's like less than 1% or some crazy low number.

少得多，是的。

Much less, yeah.

非常低。屏幕感知听写，这个视频，对吧？在 Twitter 上有 290 万次观看。但那些人实际创建账户的转化率低得可怕。这个 YouTube 视频有 2 万次观看。但你知道这个视频的转化率是多少吗？大约 20% 的人实际下载了应用。

It's very low. Screen aware dictation, this video, right? 2.9 million views on Twitter. But the conversion rate onto those people actually making accounts was horrendously low. This YouTube video has 20,000 views. But do you know what the conversion rate on this video is? It's like 20% to them actually downloading the app.

哇。

Wow.

所以，你观看这个视频并下载我的应用的概率是 20%。

So, the chances of you watching this video and downloading my app is 20%.

你觉得这是渠道特有的，还是……

Do you think that's something specific to the channel or is it something

是的，我知道。每个渠道都不同。想想看，我在 Twitter 上，基本上就是末日刷屏。不完全是末日刷屏。我只是一直在刷随机的东西。所以，对于 YouTube，我不知道，这太令人惊讶了。所以，从历史上看，实际上 YouTube 对大多数公司来说是转化率最好的渠道。

Yeah, I know. Every channel is different. Think about it. I'm on Twitter. I'm just like doom scrolling basically. Not really doom scrolling. I'm just scrolling through random stuff all the time. And so, for YouTube, I don't know I it was so surprising. And so, historically actually YouTube is for most companies the best performing channel in terms of conversion.

但是

But

我们的数字非常低。872 个订阅者，2 万次观看。就像我不是 Mr. Beast，你知道吧？但再说一次，如果你算一下，这会导致非常真实的注册数量。而且这个视频会继续表现良好。那是最重要的部分。

our numbers are very low. 872 subscribers, 20k views. Like I'm not Mr. Beast, you know? But again, if you do the math, this leads to a very real number of signups. And this video will keep on performing. That's the most important part.

是的。

Yep.

这个 YouTube 是一个会持续几十年的图书馆。Twitter，你只有一次机会，然后你就消失了。

This YouTube is a library that will last for decades. Twitter, you got your moment once and you're gone.

嗯。

Mhm.

Instagram 是另一个非常重要的渠道。我们所有的流量，我想 70% 的流量来自 Instagram。

Instagram is another one that's so important. All of our traffic I think 70% of our traffic is Instagram.

这就是你需要聪明的地方。你会想，我不是要追求病毒式传播，我只是想告诉人们我在做什么。但再次强调，沿着漏斗往下看，到底有多少人真正转化了？

This is where you got to be smart. You're like, I'm not trying to go viral. I'm trying to tell people what I'm doing. But again, down the funnel, how many people actually converted?

嗯。

Mhm.

这值得检查一下。所以我认为人们应该总是这样做：先制作视频，然后开始制作最初几个视频，但之后要开始问自己：“嗯，也许我应该把个人简介里的链接做成可追踪的。”例如，我们的个人简介链接是 /IG。为什么？因为这样我就能追踪，等一下，点击 /IG 并下载我应用的人的转化率是多少？或者如果他们用手机访问，把它发送给自己——我们有一个小按钮，让他们通过电子邮件发送给自己。有多少人点击了那个？转化率是多少？所以，通过在所有渠道上发布，你开始看到的不仅是我在浏览量方面的表现，而且实际上，就我正在寻找的受众而言，我最好的渠道现在在哪里？再次强调，对我们来说，这远远是 Instagram，而且差距很大。

It's worth checking out. And so, that's what I think people should always do: make their video and then start making the first couple of videos, but then start to ask themselves, "Hmm, maybe I should make my link in bio something trackable." For example, our link in bio is /IG. Why? Because then I can track, wait a second, what was the conversion rate of people who hit /IG and downloaded my app? Or if they landed on their phone, sent it to themselves—we have a little button that lets them send it to themselves over email. How many of them clicked that? What was the conversion rate? And so, by posting on all these channels, you start to see not only where I'm performing views-wise, but actually, where is my best channel right now in terms of the audience that I'm looking for? And again, for us, it is by far Instagram, and it's not even close.

我觉得你基本上每个渠道都在用同样的内容。

I think you're basically using the same content for every channel.

是的，我确实会为特定平台制作视频。所以，我们大部分视频是为 Instagram 制作的，但之后会发到 Twitter。而有些视频我们是为 Twitter 制作的，然后发到 Instagram。

Yes, I do make videos for specific platforms. So, most of our videos we make for Instagram, but then we post to Twitter. Whereas some videos we make for Twitter and then post to Instagram.

针对一个平台和另一个平台的视频有什么区别？

What is the difference between one that targets one versus the other?

很简单。我的意思是，Twitter 通常不喜欢竖版视频。它喜欢 16:9。所以这个——例如，我们有这个绘画视频。我们构建了一个可以直接在屏幕上绘画的系统。它可以绘制多边形、箭头。这是为 Twitter 超级优化的。因为你看，我们静音观看，想象我在刷我的信息流。准备好了吗？好的，黑板前的人，AI 绘制屏幕，我会看。就这么快。就像 AI 绘制屏幕，黑板，他在画东西，Cloudo Fest 演示，点击。你知道，我的大脑就是这样思考的。那些快速的——因为没人会读这整个该死的东西。所以，这是为 Twitter 优化的。这个视频是为 Twitter 优化的。但令人惊讶的是，我们把完全相同的内容发到我的 Instagram，它表现甚至更好。你会认为这种类型的视频不会表现那么好，但它有数百万的浏览量。而且它是竖版视频，因为在手机上，它看起来更糟。它看起来像这样。

So simple. I mean, Twitter generally doesn't like vertical videos. It likes 16:9. So then this—for example, we have this drawing video. So, we built a system that can draw directly on your screen. It can draw polygons, arrows. This is super optimized for Twitter. Cuz just look, let's just watch it muted and imagine I'm scrolling my feed. Ready? Okay, guy in front of blackboard, AI draw screen, I'll watch. It's like it's that quick. It's like AI draw screen, blackboard, he's drawing things, Cloudo Fest demo, click. You know, like my brain thinks like that. What are the quick— Cuz nobody's reading this entire damn thing. And so, this is optimized for Twitter. This video is optimized for Twitter. But, what was surprising is we posted the exact same thing to my Instagram, and it performed even better. And you would think that this type of video wouldn't perform that good, but it has like millions of views. And it's a vertical video cuz on their phone, it looks even worse. It looks like this.

嗯，我可能知道关于你的一两件事：你对自己和发布的东西有很高的标准。而同时几乎讽刺的是，你非常乐于发布很多东西。

Well, one thing that I maybe a couple things that I know about you are you have a very high bar for yourself and the things that you put out there. And while at the same time almost ironically you're very comfortable putting a lot of things out there.

是的。

Yeah.

嗯，所以你——我不喜欢用“品味”这个词，但就像你做这个太久了，你有很高的标准，并且很清楚什么会让你兴奋地观看，而且你天生注意力很短。你会感到无聊，想要下一个东西，如果你得不到，你就会继续前进，我认为这对你在这里制作的视频非常有帮助。

Um and so you— I hate to use the word taste, but like you've been doing this so long that you have a high bar and a good sense of what you would be excited to watch and you just naturally have a very short attention span. You get bored and you like want the next thing and if you're not getting that then you move on and I think that serves you very well with the videos that you're creating here.

是的，要么我有好的品味，要么我只是发布了太多东西，其中一些就火了。

Yeah, either I have good taste or I just put out so much stuff and some of them just hit.

我认为这就是你成功的方式：你发布出来，你发布很多东西，你不断改进，这提升了你的工作水平。

That's how you get it I think is you put it out you put out a lot of things and you continue to improve and that levels up your work.

完全正确。我认为我更多是后者，我只是发布了太多东西，其中一些有效，再次强调，我们正在看那些有效的，但很多都没有成功。

Totally. I think I have more the latter where I just put out so much stuff and some of it works and again we're looking at the stuff that's working, but so much hasn't worked.

对。

Right.

就像我以前的 Zip School 视频，没人关心。

Like my old Zip School videos like nobody cared.

是的。

Yeah.

但这是一个完美的例子。这是一个超级简单的视频。基本上，这里只是一个小故事。我发现用 GPT 实时版，你可以生成 shell 命令。我可以实时控制你的电脑。所以我们可以快速看一下。好的，看看这个。不用手。准备好了吗？嘿 Cookie，你能帮我打开 Spotify 并播放 ACDC 吗？也许呃 Back in Black。我喜欢那首歌。继续摇滚。现在正在播放 Back in Black。太棒了太棒了。Cookie 嘿 Cookie，有点吵。你能把 Spotify 的音量调低 50% 吗？太吵了。明白了。将 Spotify 调低到 50%，这样就不那么吵了。好的，谢谢。嘿 Cookie，你能打开我的——所以现在我要继续。这实际上是一个有趣的。在我的浏览器中打开 Stripe 仪表板。让我们看看今天有没有赚钱。现在打开你的 Stripe 仪表板。哦天哪，一天 140 美元不算——所以对我来说，那只是一天中的一个小瞬间，我当时想，天哪，这个 AI 模型能做到这个。我没有检查是否有人做过。我只是想，我要制作一个视频。结果我做了一些非常新颖的事情。而且呃，我使用的例子，在 Spotify 上播放歌曲呃和调低音量，那正是我作为用户自己的第一个用例。

But this is a perfect example. This was a super simple video. Basically, just a quick story here. I found out that with GPT real time you could generate shell commands. I can control your computer in real time. And so we can watch it real quick. All right, check this out. No hands. Ready? Hey Cookie, can you please open up Spotify and play ACDC for me? Maybe uh Back in Black. I love that song. Rock on. It's playing Back in Black now. Amazing amazing. Cookie Hey Cookie, it's a little bit loud. Could you turn it down in Spotify 50%? It's so loud. Got it. Lowering Spotify to 50% so it's less intense. Okay, thank you. Hey Cookie, can you open up my So now I'm going to keep going. And this is actually a fun one. Stripe dashboard for me in my browser. Let's see if we made any money today. Opening your Stripe dashboard now. Oh man, $140 in a day is not And so to me that was just one little moment in the day where I was like, oh my god this AI model could do this. I didn't check if anybody did it before. I was just like, I'm going to make a video. Turns out I did something very novel. And um again the examples I used playing a song on Spotify uh and lowering the and lowering the volume that's exactly the first use case that I had as a user myself.

是的。

Yeah.

所以再次强调，总是为那个在外面观看的我自己版本而构建。因为如果我觉得那很酷，我认为别人也会。嘿，看。Twitter 上 380 万次观看。真的很好。但再次强调，然后 Instagram，460 万。你知道，人们总是说，当你在刷 Instagram 时，你的大脑必须腐烂，你必须有很多快速剪辑等等等等。就像这个视频里没有一个剪辑。

And so again, always building for like the version of myself that's kind of watching out there. Cuz if I think that's cool, I think someone else would, too. And hey, look. 3.8 million views on Twitter. Really good. But again, then Instagram, 4.6 million. You know, people always say like you got to be super like your brain has to be rotten when you're scrolling Instagram, and you got to have a lot of quick edits and blah blah blah. Like there's not a single cut in this video.

是的，视频里没有剪辑，但视频里有节奏点。

Yeah, there's no cuts in the video, but there are beats in the video.

是的。

Yeah.

你在这方面做得很好。你知道，我们首先看到你。你说：“嘿，不用手。”所以一开始，我就想：“哦，不用手。他只是在和这个东西说话。”

That you do a very good job with. You know, we see you first. You say, "Hey, no hands." So right off the bat, I'm like, "Oh, no hands. He's just talking to this thing."

是的。

Yeah.

我认为这是吸引人们观看的钩子。

Which is the hook that I think gets people to watch.

这都是有目的的。

That's all purposeful.

是的，然后你播放歌曲。然后你调低音乐，这样你可以继续说话，它也会回应。然后你打开 Stripe 仪表板，有人会说：“我想知道他们今天赚了多少钱。”

Yeah, then you play the song. Then you lower the music so that you can continue to talk over it, and it responds to that as well. Then you pull up the stripe stripe dashboard, and somebody goes, "I wonder how much money they made today."

总是有——是的，我总是只是试图让故事继续推进。我不是试图保持你的注意力。那实际上是错误的看法。我总是试图——我总是想：“好吧，这家伙要去哪里？”来吧。你知道，你会想：“来吧，继续。”当你是说话的人时，就像让我们到达故事的结尾。好的，你去看电影了，我说你就这样无休止地做下去。所以嗯，我喜欢你说“节奏点”这个词。我的一些视频是故意制作的，只是为了吸引那些没有注意力的观众。

There's always there's Yeah, I'm always just trying to keep the story moving. I'm not trying to keep your attention. That's actually the wrong way to look at it. I'm always trying to I'm always like, "All right, where's this guy going?" Come on. You know, you're like, "Come on, keep going." When you're someone talking, like Let's get to the end of the story. Okay, you went to the movies, and I said you just keep doing that endlessly. And so um I I love that you said the word beats. Some of my videos are purposely made to just kind of like appeal to like the audience that just has no attention span.

嗯。

Mhm.

你知道，例如，像这个。自从我构建并向世界发布我的想法已经 9 周了。这是一个可以直接在你的屏幕上绘画并引导你完成任何事情的 AI。所以这是一个快速——的例子。

You know, for example, like this one. It has been 9 weeks since I built and launched my idea to the world. It's an AI that can draw directly on your screen and guide you through any So that's one example of like a quick.

是的，是的，是的。

Yeah, yeah, yeah.

我在这里给你看这个例子，它讲的是节拍，就这一次。

I'll show you this example here, which is talking about the beats just for once.

两周前，我在公寓里想找一个很酷的点子来做。两周后，我做出了这个东西，现在每天有成千上万的人在使用。疯狂的是……

Two weeks ago, I was in my apartment trying to figure out a cool idea to work on. Two weeks later, I built this thing that's now being used by thousands of people every single day. And the crazy part is...

所以再说一次，我真的是这样想的。

So again, I literally think about it like this.

嗯。

Mhm.

我在这里吗？

Am I here?

是的。

Yeah.

我还在看吗？我觉得当你一遍又一遍地制作这些视频时，你会越来越明显地感觉到。我们办公室现在有一个人，他 19 岁，他脑子里就有这个。同样的节拍系统。就像大多数经常做视频的人，脑子里都有这个小节拍系统。

Am I still watching? I think as you make these videos again and again, it becomes a lot more obvious to you as you do it. We have this one guy at our office right now. He is 19, and he has this built into his head. The same beat system. And it's like most people who work on videos a lot have this little beat system in their head.

我觉得另一个独特之处是，你实际上在早期团队上投入了很多，团队很小，但很大一部分是为了帮助你创作、制作并定期把这些视频发布出去。

I think another thing that is unique is you actually invest a lot in your early team, which is small, but a large portion of it is actually built to help you create and produce and get these videos out the door on a regular basis.

是的，我的意思是，我总是说我在视频方面还行。外面有很多人比我强得多。

Yeah, I mean I always say like I'm okay at videos. There are people out there who are way better than me.

嗯。

Mhm.

我的前两个员工是——我从一开始就知道，甚至在我开始创业之前，第一个是电影制作人，第二个是工程师。对我来说，第一个就是电影制作人。所以那是第一个。或者他们能进来的任何顺序。

My first two hires were—I knew from the beginning, even before I started my company, it's going to be number one, a filmmaker, and number two, an engineer. And this number one is filmmaker for me. So that is the first one. Or whatever order they can come in.

为什么这对你如此重要？

Why was that so important to you?

我不想每天把大量注意力放在制作视频上。我的意思是，任何在看这个的创始人，任何 YC 的创始人，没人想每天都做那个。在某种程度上，在早期你确实必须做。是的，看看我的 Clicky 视频，我强迫自己每天只是做视频和做东西。到了某个时候，你会想，好吧，如果我公司里有人全职工作就是观察我们在做什么，帮助我们发布，并不断把让我们在发布时看起来好看、让我们表现得体作为他们的使命，那就太好了。所以这就是为什么电影制作人是我在这家公司最早雇佣的人之一。在我上一家公司，我们的电影团队是两个人。我们当时只有七个人的团队。

I don't want to put a ton of attention every day on making videos. I mean any founder watching, any founder in YC, like nobody wants to do that every day. At some level you do have to in the beginning in the early days. And yeah, I mean look at my Clicky videos, like I'm forcing myself to just make videos and make stuff every day. At one point, you're like, well, this would be really great if someone's full-time job at my company was to kind of observe what we were doing and help us launch and constantly make it their mission to make us look good when we launch as well and make us come off properly. And so that's why a filmmaker was one of the first hires I made at this company. And at my last company, our film team was two people. We were only like a seven-person team.

是的。

Yeah.

所以即使在这家公司，在 Clicky 的某个时候，我们有三个人做视频，一个工程师。现在很有趣，产出更多代码和软件太容易了，但要在观众面前以连贯的方式谈论你在做什么，却比以往任何时候都难。

So even at this company, at one point at Clicky, we had three people making videos and one engineer. It's so funny now, it's so easy to pump out more code and more software, but it's harder than ever to actually talk about what you are doing in a coherent way in front of an audience.

嗯。

Mhm.

因为现在，Aaron，你知道，有人可以在两分钟内克隆我的产品。但再次，真正难以克隆的是我围绕我所做的事情建立的观众和社区，以及围绕它的能量。如果你的公司周围有观众，我说的是 10 万人真正热衷于你正在做的事情，也许是企业 AI，你知道，也许是摄影之类的，无论你的细分领域是什么，

Because now, Aaron, you know, someone can clone my product in like two minutes at this point. But again, what's really hard to clone is the audience and the community that I built around what I'm doing and the energy around it. If you got an audience around your company, I'll say 100,000 people that was really into what you were doing, maybe enterprise AI, you know, maybe something around like photography or whatever, whatever your niche is,

嗯。

Mhm.

那会很有用。因为这就是为什么，你知道，我现在可以做一个关于新功能的视频，然后成千上万的人涌入我的应用。那太棒了。那就像每个创始人的梦想，对吧？

that'd be useful. Because that's why, you know, I can make a video now about a new feature and like thousands of people flood my app. That's awesome. That's like every founder's dream, right?

跟我们多讲讲你今天用来制作这些视频的设备。

Tell us more about the gear that you're using today to produce these videos.

是的，所以对于我电脑上的演示，也就是我那天在捣鼓的东西，我总是用这个叫 Screen Studio 的东西。我觉得它是由某个独立黑客制作的。它真的很好。它录制你的屏幕，录制你的本地音频，让你的光标看起来好看，我想它大概 30 美元。那是一个级别。然后下一个级别是，视频更多地以更自然的方式包括我，为此我就拿起我的 iPhone。真的就是自拍相机，录下自己说话，发布，甚至直接在手机上编辑。我在手机上用 Instagram 的编辑工具，叫 Edits，用得很多。所以我在手机上编辑相当多。那就是 iPhone。不需要其他东西。但然后还有下一个级别，你觉得你想做一些更有思考、更有电影感的东西，那就是我用索尼 FX3 的时候。索尼 FX3 还是索尼 FX3？便宜的那个。加上一个 DJI 麦克风。实际上很有趣，最重要的——这实际上太重要了。我简直不敢相信我错过了这个。你制作的任何视频中最重要的东西，不管是一个糟糕的 Loom 还是一个糟糕的小视频还是你的 iPhone，是音频质量。如果你的音频不好，我就走了。我看过一些演示，像是 720p，就像那家伙在一个奇怪的地下室房间里，但他的音频很清晰。而他正在做的事情实际上真的很有趣，所以我留下来。所以我不在乎其他的。我不在乎他长什么样，什么都不在乎。我就想，我能听到他，我能看到他在做什么。就这样。是的。所以我认为如果每个创始人都能投资一个超级便宜的 DJI 麦克风，在网上找二手的，或者任何不是你的 MacBook 麦克风、你的 AirPods 麦克风的麦克风，那些不算，那就真的很好。然后在我实际笔记本电脑上编辑，我用 DaVinci。是的。也许我技术栈中最重要的部分——他现在不在这里，但 Vikrant。Vikrant 制作了所有 Hey Clicky 的视频。没有那个人让我看起来好看，让我们看起来好看，这一切都不会发生。所以我不想坐在这里说所有视频都是我做的，所有事情都是我做的。我们刚刚看的每个视频，除了 Bad Zip School 的那些是我做的，都是由 Vikrant 制作的。所以，身边有一个真正有电影制作、讲故事、写作天赋的人，是当今创始人能拥有的最大 bonus。

Yeah, so for demos on my computer, which is just like what I'm hacking on that day, I always use this thing called Screen Studio. I think it's made by some indie hacker. It's just really good. It records your screen, records your local audio, makes your cursor look good, and I think it costs like 30 bucks. That's like one level. Then the next level is like, well, videos that more include me in a more kind of native way, and for that I just pull up my iPhone. Literally just a selfie camera and just record myself talking, post, or edit on my phone even. I use on my phone—it's Instagram's editing tool, it's called Edits, a lot. So when I do edit on my phone a good amount. So that's the iPhone. Nothing else required. But then there's like the next level where it's like you feel like you want to do something a little bit more thought through, cinematic, and that's where I use my Sony FX3. Sony FX3 or Sony FX3? The cheaper one. Along with a DJI mic. It's actually funny, the most important— This is actually so important. I can't believe I missed this. The most important thing in any video you make doesn't matter if it's a shitty Loom or a shitty little video or your iPhone is audio quality. If your audio is bad, I'm bouncing. I've watched some demos that are like 720p and just like the guy's in like a weird room in a basement, but his audio is crisp. And what he's working on is actually genuinely interesting, so I stick around. And so I don't care about the rest of it. I don't care what he looks like, anything. I'm like, I can hear him and I can see what he's doing. That's it. Yeah. And so I think if every founder could just invest in one of the super cheap DJI mics, find them used online, or just any mic that's not your MacBook mic, your or your AirPod mics, those don't count, that would be really good. And then for editing on my actual laptop I use DaVinci. Yeah. And maybe the most important part of my stack—he's not here right now, but Vikrant. Vikrant has made all the Hey Clicky videos. And without that guy making me look good and making us look good, none of this would happen. And so I don't want to sit here and be like I made all videos and did all this stuff. Every video we just looked at, apart from the Bad Zip School ones which were made by me, are made by Vikrant. And so, having a person that is actually talented at filmmaking, storytelling, writing next to you is like the biggest bonus a founder could have today.

所以，我和 Vikrant 合作的一大部分——他是帮助我制作所有这些视频的人——就是我们只是头脑风暴。我们会说：“嘿，我们做了这个功能。我们应该——我们现在应该怎么做视频？我们在想什么？我们应该在哪里做？”所以，Vikrant 实际上是那个主要的人，他会说：“嗯，我有这个镜头想法。”或者，“嗯，我有这个钩子想法。”或者，“嘿，我有另一个想法。”而通常我是那个带来脚本、歌曲和我想要的氛围的人。因为作为创始人，我想你会慢慢发现你在视频制作中擅长什么。它有一些方面。所以，对我来说，我发现我很擅长写作，我很擅长音乐。然后 Vikrant 擅长其他一切。从拍摄到选择场景到后期编辑，你知道，他做的所有小动态图形。太有才华了。然后作为创始人，我作为 Farza，我可以回去专注于增长、招聘、做产品。

So, a big part of how I work with Vikrant, who's the person who helps me with all these videos, is we just brainstorm. We're like, "Hey, we made this feature. What should— How should we make the video now? What are we thinking? Where should we do it?" And so, Vikrant is actually the main guy that's like, "Hmm, I had this shot idea." Or, "Hmm, I had this hook idea." Or, "Hey, I have this other idea." And often I'm the guy that's bringing the script and the song and the vibe that I'm going for. Because as the founder, I think you'll slowly find what are the things that you're good at in video making. There's some aspect to it. So, for me, I find I'm really good at writing and I'm really good at the music. And then Vikrant is good at literally everything else. From shooting to picking the set to editing after to, you know, all the little motion graphics he does. Just so talented. And then as the founder, me as Farza, I can go back to focusing on growth, hiring, making the product.

我不想把所有时间都花在制作视频上，你明白吗？我觉得任何看这个视频的创始人都不想那样做。而且你看，很多观众可能请不起电影制作人，或者团队里请不起专人。他们可能只是单打独斗，或者是联合创始人。我想说的是，嘿，回去看看我以前的 Zip School 视频。回去——随便翻翻我的社交媒体，看看我所有那些烂视频，然后就从某个地方开始。这就是制作发布视频和今天启动最重要的事情：你必须开始。你每天坚持做，它就会变得越来越自然，慢慢地，希望有更多人来看你的产品。希望到那时你能雇一个比你做得更好的人。

I don't want to spend all my time on making videos, you know? I don't think any founder watching this wants to do that. And look, I think a lot of people watching probably can't afford to hire a filmmaker or an actual person on their team. They're maybe just solo or they're co-founders. And what I'll say is, hey, go back to my old Zip School videos. Go back to—just scroll through any of my social media and look at all my old shitty videos and just start somewhere. That's the most important thing about making launch videos and launching today: you got to start. And the more you keep doing it every day, the more natural it'll become, and slowly, hopefully, more people check out your product. Hopefully you can then hire someone that does it even better than you.

是的。

Yeah.

所以，举个例子，我不再是我公司的工程师了。我不是核心工程师。我有一个比我强得多的人。

So, for example, I'm not the engineer at my company anymore. I'm not the core engineer. I have someone that's a lot better than me.

是的。

Yeah.

电影制作也一样，设计也一样，我公司的每个方面都一样。但在早期作为创始人，你什么都要做。

And same with filmmaking, same with design, same with every aspect of my company. But in the early days as a founder, you're doing everything.

所有事。

It all.

你要报税，你要做设计，你要拍视频。所以，你什么都要做。你不能像个小孩一样。你得拿出相机，开始发一些尴尬的东西。因为为了不尴尬，你必须先尴尬，所以是的。然后，是的，我所有的写作，我总是用这个叫 Free Write 的东西。嗯，它是免费下载的，freewrite.io。这是我的应用。我其实就是为了这个目的而构建的。

You're doing taxes, you're doing design, you're doing filmmaking. And so, you got to do everything. You can't be a little baby about it. You got to take out your camera and start posting some cringe stuff. Because in order to not be cringe, you must first be cringe, so yeah. And then yeah, for all of my writing, I always use this thing called Free Write. Um it's free to download, freewrite.io. It's my app. I built it actually just for this purpose.

嗯。

Mhm.

嗯，是的，免费、开源，你可以看看。也许这是我应该——我之前完全没提到——写作非常重要。所以在拍视频之前，尽可能多花时间写。所以在你站在镜头前，也许录制之前，如果你从未拍过视频，不用担心这个，但如果你已经拍到第 15、20、30 个视频了，试试写作。试着花 10 分钟写一下它应该是什么样，然后再录制。嗯，你会发现，在拍视频之前思考得越多，它就可能越好。因为这样你可以在坏主意出现之前就抓住它。

Uh yeah, free, open source, you can check it out. Maybe this is one thing I should—I didn't mention at all before—is writing is so important. So spend as much time as possible before the video writing it. So before you get in front of the camera and maybe record it, if you've never made a video, don't worry about this, but if you're like on your 15th, 20th, 30th video, try writing. Try writing for just 10 minutes about what it should be and then record it. Um you'll find that the more you think through it before you get to the video, the better it can possibly get. Because then you can catch a bad idea before it gets here.

是的。

Yeah.

就这样。这就是我的工具栈。

And that's it. That's my stack.

我想你给每个观众都有一个挑战，让他们今天就能开始做点什么，对吧？

I think you have a challenge for everybody who's watching for something they can do today to get started, right?

我对每个看这个视频的人的挑战是：如果你从未真正拍过视频，或者你从未真正在网上谈论过你的工作，但你一直在捣鼓、一直在折腾、一直在做点什么——超级简单。每天，只需花 10 分钟，拿出你的手机，iPhone 或安卓都行，然后录下你自己谈论你那天在做什么、做了什么，然后发到你选择的社交媒体上，Instagram、TikTok。你知道吗？注册一个新的 Instagram 账号。这样你现有的粉丝甚至都不知道。你就把它发到某个地方。连续做 30 天，我向你保证，在这 30 天内，其中一个视频的观看量可能会超过 1000。然后你可以回顾并问自己，嗯，那个视频有 1000 次观看。也许下一个，你可以从中学习，你可以基于那个获得 1000 次观看的视频制作下一个。你可以慢慢变得越来越好。这就是挑战，是的。连续 30 天，每天一个视频。发给我。如果你在做这个挑战，我会成为你的点赞之一，是的，去做吧。

My challenge to everyone watching this is: if you've never really made videos or if you have never really talked about your work online, but you've been hacking, you've been tinkering, you've been working on something—super simple. Every day, just spend 10 minutes, take your phone out, iPhone or Android, it's okay, and then just record yourself talking about what you were doing to what you did that day, and then post it to your social media of choice, Instagram, TikTok. You know what? Make a new Instagram account. So your existing followers don't even know. You do just post it somewhere. And do that for 30 days straight, and I promise you, within those 30 days, one of those videos will surpass probably 1,000 views. And then you can look back and ask yourself, hm, that one did 1,000 views. Maybe the next one, and you can learn from that, and you can make the next one based off the one that got 1,000 views. And you can slowly get better and better and better. That's the challenge, yeah. 30 days straight, every day one video. Send it to me. I'll be one of your likes if you're doing this challenge, and yeah, go for it.

而且做这件事从未如此容易，对吧？把那个信息传出去。

And it's never been easier to do this, right? To get that message out.

从未如此容易。从未如此容易。

It's never been easier. It's never been easier.

Farza，非常感谢你来到这里。这是非常棒的建议。

Farza, thank you so much for being here. This is incredible advice.

随时，伙计。

Anytime, man.