Quick! What's common between beef burgers, baseball training and auto mufflers?
考考你们！牛肉汉堡、棒球训练、灭音器，这三个东西有什么共同点？
Tough question. Let's ask it another way.
这真是难题。不然这样问好了。
What's the common factor between McDonald's, D-Bat and Meineke?
在麦当劳、D-Bat（棒球运动品牌）以及Meineke(消音器品牌)之间，都拥有什么共同点？
You may know the answer if, along with a Big Mac, you've absorbed a fragment of the romantic story of Ray Kroc.
如果你听过雷·克罗克和麦当劳巨无霸的事，你可能就知道答案了。
He's the salesman that created what became the world's biggest fast food chain.
雷·克罗克一手创立了全世界最大的快餐连锁店。
He did it by making a deal with a couple of men called the McDonalds.
他和几个姓麦当劳的兄弟做了一笔交易。
Brothers they were, owners of a small restaurant chain, and the deal was, he could use their brand name and their methods.
麦当劳兄弟原是一家小型连锁餐厅的老板，这笔交易是允许他使用麦当劳兄弟的品牌和方法。
Then he invited small entrepreneurs to open McDonald's, that they'd run as operators, with an ownership state.
然后他邀请了一些小企业家作为店长，管理各自的麦当劳餐厅，并且拥有所有权。
Very different than the business model where Mom and Pop stores have full ownership, but no similar support.
这和Mom and Pop stores的商业模式很不同。他们拥有餐厅的所有权，但没有那么多支持。
All the examples in my opening question are a franchise operation.
我一开始举的所有例子都采用特许经营来运作。
Kroc is sometimes credited with inventing franchising, and so is Isaac Singer, the sewing machine magnate. Not so.
克罗克有时候被认为是特许经营的发明者，还有缝纫机巨亨伊萨·克辛格。然而事实并非如此。
The real genesis of franchising was not in stitches or beef, it was in beauty.
真正创造特许经营的人并不是做缝纫的，也不是搞牛肉的，而是起源于美容行业。
Martha Matilda Harper was a Canadian-born maid. She made the beds, cleaned house, did the shopping.
玛莎·玛蒂尔达·哈珀是一位出生于加拿大的女仆。她铺床、打扫房子、采购。
In the employment of a doctor's family in Ontario, she acquired a secret formula for shampoo,
在安大略省一个医生家中工作的时候，她得到一份洗发水的秘密配方，
one more scientifically based than the quackeries advertized every day in the newspapers.
一个比每天在报纸上吹牛的广告更科学的配方。
The kindly doctor also taught the maturing young woman the elements of physiology.
这位好心的医生还教这位年轻女子生理学的基础知识。
Martha had a secret ambition to go along with the secret formula: a determination to run her own business.
有了这份秘方，玛莎暗怀野心。她决定自己创业。
By 1888, serving as a maid in Rochester, New York, she saved enough money -- 360 dollars -- to think of opening a public hairdressing salon.
1888年，在纽约罗切斯特当女仆的她存够了360美元，她考虑开一家大众的理发沙龙。
But before she could realize her dream, two blows fell. She became sick, and collapsed from exhaustion.
但在她实现梦想之前，有两件事降临到她身上。她变得虚弱了，接着因为过操劳过度而病倒了。
Mrs. Helen Smith, a healing practitioner of the Christian Science faith, was summoned to her bedside.
海伦·史密斯夫人，一位信基督教的医士，被召唤到了她的床边。
The two women prayed, and Martha recovered.
在她俩祈祷后，玛莎便康复了。

No sooner was she better then she was told, "Oh no, you can't rent the place you've eyed."
在康复没多久后，她被告知，“噢不，你不能租你刚看的那个地方”。
You see, her venture was to be the first public hairdressing salon.
你知道，她的生意会成为第一家大众理发沙龙。
A woman in business was shocking enough then.
在当时，一个从商的妇女已经够惊人了。
Only 17 percent of the workforce in 1890 was female, but a woman carrying out hairdressing and skincare in a public place?
在1890年，劳动力中只有17%是女性，何况一个在公共场所经营美发和美容店的女性？
Why, it was sure to invite a scandal. Martha spent some of her savings on a lawyer, and won her case.
为什么？因为那一定会引来流言蜚语。玛莎用了一些积蓄请了律师，打赢了这个官司。
She proudly displayed on the door of her new her salon a photograph of the barely five-foot Martha as Rapunzel,
她自豪地在门前展示她的新沙龙照片，那是一个差不多5尺高、如同长发公主一样的玛莎，
with hair down to her feet, but glowing with good health. Her sickness, too, had proved a boon.
她的头发及地，但闪烁着健康的模样。她的病也证明了一件事。
Her ambition was now propelled by Christian Science values.
她的雄心壮志被基督教科学的价值观激励着。
The Harper Method, as she came to call her services, was as much about servicing the soul as it was about cutting hair.
当她称自己的服务为“哈珀方则”时，意味着服务心灵的重要性不亚于修剪头发的重要性。
In the therapeutic serenity of her salon, she taught that every person could glow with the kind of beauty she had,
每当在沙龙里时，她都教导大家，每个人都可以闪闪动人，就像她一样美丽，
if spiritually whole and physically obedient to what she called "the laws of cleanliness, nourishment, exercise and breathing."
如果灵性上的健全和生理上的服从是她所谓的：“洁净、滋养、运动与呼吸法则。”
She was very practical about it. She even designed the first reclining shampoo chair, though she neglected to patent the invention.
她可是非常确实的身体力行着。她甚至设计了第一张洗发躺椅，尽管她忘了申请发明专利权。
Martha's salon was a huge success. Celebrities came from out of town to experience the Harper Method.
玛莎的沙龙非常成功。名流从各地赶来体验“哈珀法则”。
They enjoyed the service so much that they urged her to set up a salon in their cities.
他们十分喜欢这样的服务，于是催促她在其他城市开类似的沙龙。
And this is where Martha's ethical sense inspired her crowning innovation.
这是启发玛莎伟大创新发明的初衷。
Instead of commissioning agents, as other innovators had done, from 1891,
不像其他人习惯找代理商，1981年，
she installed working-class women just like herself in salons exactly like hers, dedicated to her philosophy and her products.
她安排了其他劳工妇女在沙龙里服务，就像在她的沙龙一样致力于推广她的理念和产品。
But these new employees were not provided a salary by Martha.
但是这些新的雇员并不是由玛莎提供工资。
The women in what became a satellite network of 500 salons in America, and then Europe and Central America and Asia, actually owned the Harper's Salons.
她们所在的500家沙龙成了一个巨大的连锁网络，一开始是在美国，然后是欧洲、中美洲和亚洲。这些妇女相继成为了哈珀沙龙的拥有者。
What was good enough in the nineteenth century for suffragette campaigners like Susan B. Anthony
就如同拥护19世纪为了妇女参政努力的苏珊·安东尼，
and was good enough in the twentieth century for Woodrow Wilson, Calvin and Grace Coolidge, Jacqueline Kennedy,
以及20世纪的伍德罗·威尔森、凯文与格蕾丝·克里兹、杰奎琳·肯尼迪，
Helen Hayes and Ladybird Johnson must be good enough for the rest of the world.
海伦·海耶斯和小瓢虫·约翰逊，同样地也为世界其它地方带来美好。
Today, only the Harper Method Founder's Shop remains in Rochester, New York, but Martha's legacy is manifold.
如今，只有“哈珀法则”的创始店还存在于纽约罗切斯特，但玛莎的影响无处不在。
Her health and beauty treatments have been copied, and her business model is dominant.
她的健康与美丽疗法被广泛效仿，她的商业模式成了主流。
In fact, half of retail sales in America are through Martha Harper's franchising idea.
事实上，美国有一半的零售业是源自于玛莎·哈珀的经营理念。
So the next time you enjoy a McDonald's hamburger or a good night's rest at a Days Inn, think of Martha.
所以你下次再享用麦当劳的汉堡或者在戴斯酒店一夜好眠时，别忘了玛莎。
Because these franchises might not be the same without her inventing the model, over a century ago.
因为如果不是一个多世纪以前玛莎·哈珀发明了这样的模式，这些特许经营店也许就不是现在这样了。