3 rules to help you build a successful business | The Way We Work, a TED series

106,056 views ・ 2021-11-01

TED


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Transcriber:
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Running a business means being a constant problem solver.
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Translator: Susana Harper Reviewer: Pilar Ciriquian Esguerra
Portar un negoci significa solucionar problemes constantment.
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Every day it's something new,
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Cada dia una cosa nova,
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whether it's product development,
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tant la creació de productes,
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distribution, creating content or, I don't know,
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com distribució, creació de contingut o, no ho sé,
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deciding what to do during a pandemic.
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decidir què fer durant una pandèmia.
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The trick isn’t always knowing all the answers
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El truc no és saber sempre totes les respostes
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but becoming adept at figuring them out.
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sinó ser un expert en trobar-les.
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[The Way We Work]
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[La nostra manera de treballar]
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My entrepreneurial spirit
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El meu esperit emprenedor
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comes from growing up in Latino neighborhoods in LA
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ve d’haver crescut als barris llatins de Los Angeles
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and being surrounded by so many people who are immigrants.
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i d’estar envoltada de tanta gent immigrant.
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It takes heart and ingenuity to move to a new country
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Es necessita cor i enginy per traslladar-se a un nou país
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and rebuild your life.
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i reconstruir la teva vida.
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I grew up seeing firsthand
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Vaig créixer veient de primera mà
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so many examples of people getting creative with limited resources,
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molts exemples de persones essent creatives amb recursos limitats,
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whether it was the pupusa lady outside, rain or shine,
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tant si era la señora de les pupuses a fora, sota la pluja o a ple sol,
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or my dad, who started as a field worker and now owns his own restaurant.
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o el meu pare, que treballava al camp i ara té el seu propi restaurant.
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In 2017, I left my corporate job
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El 2017 vaig deixar la feina
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and used my entire life savings to launch Rizos Curls.
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i vaig utilitzar tots els meus estalvis per fundar Rizos Curls.
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Helping people embrace their natural hair texture
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Ajudar les persones a acceptar la naturalitat del seu cabell
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has been my personal passion since I was a teenager.
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ha sigut la meva passió des que era adolescent.
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Learning to love my hair in its natural state
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Aprendre a estimar els meus cabells en el seu estat natural
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was the first step to learning to love myself.
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va ser el primer pas per aprendre a estimar-me.
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Today, I'm running a self-funded,
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Actualment, dirigeixo un negoci
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multimillion dollar business that has been profitable since day one.
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multimilionari autofinançat que ha sigut rendible des del primer dia.
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Growing up where I'm from,
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Per créixer al lloc d’on soc,
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building a successful business felt unattainable.
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em semblava impossible crear un negoci exitós.
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But turns out that entrepreneurial spirit was there all along.
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Però resulta que l’esperit emprenedor sempre ha estat present.
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Here are my top three principles that guide me in doing business.
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Aquests són els tres principis que m’han guiat en l’emprenedoria.
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One: Get personal with your customers.
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U: Aconseguir un tracte personal amb els clients.
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With every transaction, your customer is giving you power,
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Amb cada transacció, el client t’està donant poder,
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so don't take that power for granted.
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així que no el donis per fet.
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I feel so immersed with our customers
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Em sento molt immersa amb els clients
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because I see them in my family, my tias,
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perquè els veig en la meva família, en les meves tietes
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my cousins, my parents and even in myself.
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els meus cosins, els pares i també en mi.
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And that means nobody, not even the haircare giants,
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I això vol dir que ningú, ni les empreses més grans,
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can speak to them like I can.
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els poden parlar com jo ho faig.
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We get to know our customers on a personal level
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Coneixem els nostres clients en l’àmbit personal
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because we take the time to really listen.
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perquè dediquem temps a escoltar-los.
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Building that kind of relationship creates an authentic,
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Construir aquesta relació crea un enteniment autèntic
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reciprocal understanding between brand and customers.
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i recíproc entre la marca i els clients.
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Two: Don't be afraid to break the rules.
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Dos: no tinguis por d’incomplir les normes.
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As a Latina-owned, self-funded small business,
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Com a llatina i fundadora d’una empresa petita autofinançada,
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I'm constantly entering spaces
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constantment em trobo en llocs
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where my business is the first of its kind.
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on el meu negoci és el primer d’aquest tipus.
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This year, we launched Rizos Curls into a mainstream retailer
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Aquest any, hem llançat Rizos Curls a un detallista convencional
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where we became the first Latina-owned curly hair care brand
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on ens vam convertir en la primera marca de propietat llatina de cabells arrissats
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to be carried in their stores.
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a estar presents a les seves botigues.
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It was a big deal for us.
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Va significar molt per nosaltres.
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Traditional business wisdom says
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La saviesa empresarial tradicional diu
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that we should have invested a lot of marketing dollars
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que hauríem d’haver invertit molts dòlars en màrqueting
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on that type of launch,
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per fer això.
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but instead I showed up on a horse,
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Doncs no, em vaig presentar a sobre d’un cavall
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with a mariachi and recorded TikToks.
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amb un mariatxi i vaig gravar tiktoks.
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I spent less than a 1,000 dollars on that launch.
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Em vaig gastar menys de mil dòlars.
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So my point is, don't be afraid to try things differently.
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El que vull dir és que no tinguis por de provar coses diferents.
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Don't expect the same rules to apply to your small business
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No esperis que hi hagi les mateixes normes per a petites empreses
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as they do to Fortune 500 companies.
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que per a les empreses de Fortune 500.
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Embrace what makes you you, and make it a part of your strategy
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Fixa’t en el que et fa ser tu i fes-ho part de la teva estratègia
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rather than following the same old playbook that's out there
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en comptes de seguir el mateix patró
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for everyone to see.
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al qual tothom pot accedir.
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Three: Make your intuition your BFF.
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Tres: Fes de la intuïció la teva millor amiga.
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Running a business is noisy and demanding.
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Portar un negoci és sorollós i exigent.
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There's retailers, customers, your team, your finances,
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Hi ha detallistes, clients, el teu equip, els diners,
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and things happening in the world beyond your control.
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i coses que passen que no pots controlar.
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How do you make big and important decisions with all of that?
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Com es prenen les decisions importants amb tot això?
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Yes, facts and data matter, but at the end of the day,
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Sí, els fets i les dades importen, però al final,
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you've got to trust your gut.
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has de confiar en el teu instint.
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Your intuition is your best friend.
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La intuïció és la teva millor amiga.
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OK, here's what I do.
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Això és el que faig jo.
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I have daily check-ins with myself,
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Porto un control amb mi mateixa,
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and I have a checklist that I go through after every big meeting
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i tinc una llista que repasso després de cada reunió important
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where I ask myself questions like, "Am I uneasy? Am I excited?
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on em pregunto coses com: “Estic inquieta? Entusiasmada?
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How do they make me really feel?"
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Com em fan sentir realment?”
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It's a thing that can't be explained through numbers or logic.
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No es pot explicar amb números o lògica.
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But when I go through my list of questions,
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Però quan repasso la llista de preguntes,
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I'm able to quiet the noise and tune into that voice inside me
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soc capaç de silenciar el soroll i sintonitzar amb la meva veu interior
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that helps me stay true to myself and my mission.
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que m’ajuda a mantenir-me fidel a mi mateixa i a la meva missió.
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It's important to know who you are and who you are not.
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És important saber qui ets i qui no.
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That means knowing when to say no.
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Això vol dir saber quan dir que no.
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For me, that's meant turning down outside capital.
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Per a mi, això ha significat rebutjar el capital extern.
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Yeah, that extra cash flow would have been amazing,
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És clar que m’haguessin anat bé aquests diners,
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but investors would want to maximize profits and in turn,
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però els inversors haguessin volgut maximitzar els beneficis
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compromise a community and culture aspects of what we stand for.
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i comprometre una comunitat i els aspectes culturals que representem.
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And for me, that's non-negotiable.
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I per a mi, això no és negociable.
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At the end of the day, you have to be grateful.
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Al final, s’ha de ser agraït.
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No one has to work for you, and no one has to be your customer.
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Ningú ha de treballar per a tu i ningú ha de ser el teu client.
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People have choices,
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La gent té opcions,
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so remember to appreciate every employee effort
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així que recorda apreciar cada esforç dels treballadors
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and every sale.
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i cada venda.
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