黄金圈法则来看待优莎纳

Viewing Usana Through the Lens of the Golden Circle

首先，我们要了解Why、How、What的顺序。今天，我们从黄金圈的法则出发，讨论优莎纳事业为什么值得选择，以及它如何帮助你实现财富自由、提前退休或成为数字游民。

First, we need to understand the order of Why, How, and What. Today, we will use the Golden Circle framework to discuss why the Usana business is worth considering and how it can help you achieve financial freedom, retire early, or become a digital nomad.

Why？

首先，从Why的角度看，正确选择合适的项目至关重要。在这个平台如阳台般众多的时代，如何有效选择一个有价值且可以长期依赖的平台呢？选择的平台必须稳定、合法，并经过历史检验，但又不能是一个历史悠久、处于高峰或衰退期的企业。因此，我们需要找一个相对新、历史稳定且即将爆发的企业。

From the perspective of Why, it is crucial to choose the right project. In an era where platforms are as common as balconies, how can we effectively choose a valuable and reliable platform? The selected platform must be stable, legal, and historically validated, but it should not be a company with a long and winding history that has already reached its peak or is in decline. Therefore, we need to find a relatively new company with a stable history that is on the brink of an explosion.

这是一个非常重要的方法论。那么，如何选择行业呢？首先，避开所谓的副业，例如跑美团、送外卖、开滴滴，这些低水平重复的工作并不能提升你的生活品质。只是短期内增加少量收入，反而消耗你的体力和时间。因此，我们必须选择具有杠杆效应的行业，而营销和销售便是首选。

This is a very important methodology. So, how do we select an industry? First, we should avoid so-called side hustles, such as food delivery services like Meituan, as these low-level repetitive jobs do not improve your quality of life. They may offer a small increase in income in the short term but consume your time and energy. Consequently, we must choose industries with leverage effects, and marketing and sales are the top choices.

然而，在营销领域，传统的To B生意并不适合，因为这相当于传统工作。换句话说，如果你已经有一份稳定的工作，单靠换工作并不能改变命运。我们必须思考如何找到具备杠杆效应的事业，以此实现跨越阶层并获得财务自由。

However, traditional To B businesses in the marketing field are not suitable since they equate to traditional jobs. In other words, if you already have a stable job, simply switching jobs won’t change your fate. We need to consider how to find leveraged businesses that can enable us to climb the social ladder and achieve financial freedom.

要找到杠杆性的工作，我们需要引入一个思维模型——反脆弱模型。这个模型的关键是，你的风险投入必须有限，而收益则具有无限可能。一旦你成功，将有可能改变余生的财务状况。因此，基于反脆弱模型，我们应该选择To C的非传统销售行业，如保险和直播带货。然而，这两者的成功难度较大，因为没有杠杆机制，尽管有些人成功了，但并不代表你也能成功。

To find leveraged work, we need to introduce a thought model: the anti-fragile model. The key to this model is that your risk investment must be limited, while the returns have unlimited potential. Once you succeed, you could significantly alter your financial situation for life. Therefore, based on the anti-fragile model, we should choose non-traditional sales industries aimed at consumers, such as insurance and live streaming sales. However, success in these areas can be challenging due to the lack of leverage mechanisms, and while some people succeed, it does not guarantee that you can.

排除单层次直销后，我们可以考虑多层次直销。虽然常被误解为非法传销，但合法的直销形式比如安利，其实质是销售和推荐。尽管这模式在2010年后面临社交电商的冲击，最终被取代，但仍有企业通过快速数字化转型，保持了业绩增长。

After ruling out single-level direct sales, we can consider multi-level direct sales. Although often misunderstood as illegal pyramid schemes, legal forms of direct sales—such as Amway—essentially involve sales and referrals. This model faced challenges from social e-commerce after 2010, resulting in its gradual decline, yet some companies have maintained performance growth through rapid digital transformation.

无论是完美、无限极、如新还是康宝莱等旧牌直销企业，都在努力进行数字化转型。虽然许多企业尚未像安利那样找到成功的模式，但优莎纳则成为了一个备受瞩目的品牌。

Whether it is Perfect, Infinitus, Nu Skin, or Herbalife, these traditional direct sales companies have been striving for digital transformation. While many have yet to find a successful model like Amway, Usana has emerged as a notable brand.

优莎纳是一家历史悠久、在纽交所上市的直销企业，具有显著的品牌价值。其产品在北美市场长期被评为营养素之首，广受明星、政界要人和运动员的青睐。品牌可信度毋庸置疑，且其运作模式早在上世纪90年代就被评为最受直销商欢迎的公司之一。

Usana is a well-established direct selling company listed on the New York Stock Exchange, known for its significant brand value. Its products have long been regarded as top-rated nutrients in North America, favored by celebrities, political figures, and athletes. Its brand credibility is unquestionable, and its operating model was recognized as the most popular among direct sellers since the 1990s.

然而，优莎纳在过去的30多年中，却遭遇了误解。由于许多人将其误解为第二代模式，导致很多人未能正确运作它的潜力。随着时间发展，这家公司在疫情的推动下迅速转型为线上运营，进而发展为社交电商。

However, over the past 30 years, Usana has faced misunderstandings. Many have misclassified it as a second-generation model, preventing many from effectively leveraging its potential. As time progressed, this company quickly transformed into an online operation due to the impact of the pandemic, subsequently evolving into social e-commerce.

不会有第二家成功转型为消费导向的直销企业。与安利的发展不同，优莎纳的商业模式天生就是消费导向，进而可以抓住即将到来的市场机会。

There will be no second successful transformation into a consumer-oriented direct sales company. Unlike Amway’s evolution, Usana’s business model is inherently consumer-oriented, positioning it to seize imminent market opportunities.

在这个变革中，我们的团队专注于引导社会主流消费者以及希望创业的人们抓住机会。我常对伙伴们说，2024年将会是一个风口的时代，而机会就在于如何运作。

In this transformative period, our team focuses on guiding mainstream consumers and aspiring entrepreneurs to seize these opportunities. I often tell partners that 2024 will be a pivotal era of opportunity, and the key lies in how we operate.

How？

How是实现Why的必要条件。优莎纳的营运系统不是神秘的，其核心在于将销售业绩转化为消费指标，形成一个完全不同于传统直销的方法论。经过多年的观察，除了我服务过的平台外，几乎没有其它销售型直销公司能如此成功。

How is the necessary condition for achieving Why. Usana’s operational system is not mysterious; its core involves transforming sales performance into consumption metrics, creating a methodology that is entirely different from traditional direct sales. After years of observation, I found that almost no other sales-based direct selling company has achieved success to this level besides the platforms I have worked with.

不过，近年来，随着移动互联网的发展，直接面向顾客的商业模式(DTC)正在崛起，订阅制也成为趋势。安利在转型中也开始向“用东西，拉人用东西”的模式演变，但因为其本身的制度逻辑，运作上仍存在不一致之处。

In recent years, however, with the rise of mobile internet, direct-to-consumer (DTC) business models have begun to gain traction, with subscription models trending as well. Amway has started transitioning to the “use products to bring in customers” model, but inconsistencies remain due to its foundational systemic logic.

优莎纳则完全以消费为导向，其成功的意义在于我们迎来了新的机会。我们的团队在这一领域拥有成熟的教育系统，能够帮助大家轻松学习并执行这一运作理念。

Usana, on the other hand, is completely consumption-oriented, and its success indicates that new opportunities are here for us. Our team has a mature educational system to help everyone learn and implement this operational philosophy effortlessly.

具体该怎么做呢？

How to Proceed?

在我们的运作理念中，我总结了一些简单的原则。如果你有兴趣，可以收藏起来。这些原则是：引流而不是加入，种草而不是销售，社群而不是会议，小单而不是大单。所有这些都是基于消费导向和社交电商生态的运作逻辑。

In our operational philosophy, I have summarized some simple principles. If you are interested, feel free to note these down. These principles are: focus on attracting customers rather than just joining, creating demand rather than selling, building a community rather than holding meetings, and prioritizing small orders over large ones. All of this is based on the operational logic of consumption orientation and social e-commerce.

我们会指导你通过优莎纳的电商平台，不断推荐、分享会员，绑定自动订货，积累重复购买的老客户，最终帮助你建立两个稳定的消费社群。当这两个社群每周消费达到5000分时，就能成功建立分店，成为执行经销商。

We will guide you through Usana’s e-commerce platform to continually recommend and share memberships, link auto-reorders, and accumulate repeat customers, ultimately helping you establish two stable consumer communities. When these communities reach a weekly consumption level of 5000 points, you will successfully establish a branch and become an executive distributor.

执行经销商意味着你可以获得稳定的分店利润，年化利润在327600至40万之间，此外还有分红和其他奖励。最终，你的收入将稳定在50万以上，超过中国厅级以上退休干部的工资，成为提前退休的可能。

As an executive distributor, you can earn stable branch profits, with annual profits ranging from 327,600 to 400,000. Moreover, there are bonuses and additional rewards available. In the end, your income will stabilize above 500,000, surpassing the salaries of senior officials in China and opening doors to early retirement.

当然，如果希望追求更大的规模，我也能为你提供更好的方案，帮助你开设多家分店，实现更高的收入。

Of course, if you seek a larger scale, I can provide you with further options to help you establish multiple branches and achieve greater income.

What

了解了How，我们能获得什么呢？

What can we expect after understanding How?

有了这样的稳定现金流收入后，你可以选择成为冬季在海南、夏季在冰城的候鸟一族，或者像我一样，成为环游世界的数字游民，享受财务和时间的自由。

With stable cash flow income, you could choose to become a seasonal resident in Hainan during winter and in Ice City during summer or, like me, become a digital nomad traveling around the world and enjoying financial and time freedom.

以上是我分享的关于优莎纳的黄金圈法则。如果你有兴趣深入了解，请联系你分享这一信息的人。

This is my presentation on the Golden Circle as it relates to Usana. If you are interested in learning more, please contact the person who shared this information with you.

​