霍华德.舒尔茨创造(1)

[00:00.03]Building the dream of Starbucks#
霍华德·舒尔茨创造“星巴克”之梦#

[00:04.34]Howard Schultz is not a household name to most North Americans,#
霍华德.舒尔茨这个名字在北美并非家喻户晓#

[00:10.30]but those living in urban or suburban communities know his company: the specialty coffee retailer Starbucks.#
不过居住在城市或市郊社区的人都知道他的公司：特色咖啡零售商星巴克。#

[00:18.75]With impressive velocity, Starbucks has grown into the largest coffee roaster and retailer of specialty coffee in North America in a span of only a decade.#
区区十年间，星巴克已凭借惊人的速度成长为北美最大的咖啡豆烤制商和特色咖啡零售商。#

[00:31.87]By 2000, its coffee houses could be found in more than 3000 locations worldwide;#
截至 2000 年，它旗下的咖啡店已经遍布世界三千多个角落。#

[00:39.40]even President Bill Clinton was seen in a snapshot with a Starbucks brew in his hand.#
就连美国前总统比尔.克林顿也被人拍到手捧星巴克咖啡。#

[00:45.50]According to the US weekly magazine, Newsweek, Schultz’s merging of the three Cs: coffee, commerce and community#
根据美国杂志《新闻周刊》的报道，舒尔茨将“3C”概念：咖啡、商业和社区 融为一体#

[00:56.44]surely ranks as one of the 90-s greatest retail successes.#
这已然使星巴克名列20世纪90 年代最成功的零售商之列。#

[01:01.92]Schultz was born in 1953 and grew up in an extremely poor section of the Brooklyn borough of New York City.#
舒尔茨出生于 1953 年，在纽约市布鲁克林区一个极其贫困的街区长大。#

[01:12.26]His mother worked as a receptionist, and his father held a variety of jobs,#
他母亲是一位前台接待员，父亲则从事过很多不同的工作，#

[01:18.40]none of which offered decent pay or medical insurance.#
但其中没有哪一份工作给他支付过体面的酬劳或购买过医疗保险。#

[01:22.85]When Schultz was seven, his father lost his job as a delivery driver when he broke his ankle in an accident.#
舒尔茨七岁时，他父亲在一次事故中扭断了脚踝，失去了他当时做送货司机的工作。#

[01:31.21]In the ensuing months, the family was literally too poor to put food on the table.#
在接下来的几个月中，他们家真的是穷到了揭不开锅的地步。#

[01:38.79]During his youth, Schultz was hounded by the shame of his family’s “working poor” status.#
青年时代的舒尔茨一直由于其家庭“穷困工人阶层”地位所蒙受的耻辱而备受精神折磨。#

[01:48.13]He escaped the hot Brooklyn summer one year to attend camp,#
有一年他逃离布鲁克林炎热的夏天去参加夏令营，#

[01:53.01]but would not return when he learned it was for low-income families.#
但当他得知这个夏令营是专门为低收入家庭的学生开办的时候，就再也不愿意去参加了。#

[01:58.16]He was teased by boys in high school and ashamed to tell his girlfriend where he lived.#
中学时他遭受到了男孩子们的奚落，也羞于告诉女朋友自己住在哪里。#

[02:05.40]The harsh memories of those early times stayed with him for the rest of his life.#
这些早年痛苦的记忆一直伴随着他一生。#

[02:11.88]Sports became an escape from the shame of poverty.#
体育运动成了他逃避穷困这一耻辱的方式。#

[02:17.21]Schultz earned an athletic scholarship to Northern Michigan University in 1975.#
1975 年，舒尔茨获得了北密歇根大学体育奖学金。#

[02:24.91]He was the first person in his family to graduate from college as none of his predecessors had training beyond vocational school.#
他也是他家族中第一个从大学毕业的人，因为他的前辈中没有一个人接受过比职业学校培训更高的教育。