Анжелика Ягудена
Бизнес-гении: увлекательные истории для изучения английского языка

© Ягудена А., текст, 2024

© Ибрагимова А., иллюстрации, 2024

© ООО «Феникс», оформление, 2024

© В оформлении обложки использованы иллюстрации по лицензии Shutterstock.com

* * *

Introduction

Билл Гейтс, Эсте Лаудер, Уолт Дисней, Генри Форд – что объединяет всех этих людей? Упорство, воля к победе, талант, удачливость? В чем секрет их успеха? На эти и многие другие вопросы мы постараемся ответить в этой книге. Здесь вы встретите мотивирующие истории, которые не оставят вас равнодушными, а вдохновят на собственные достижения и зарядят оптимизмом. Ведь, как известно, путь к успеху часто бывает тернист. Это не секрет, что многие богатые и знаменитые люди вовсе не родились с серебряной ложкой во рту, а их благосостояние – это результат длительного и кропотливого труда. К сожалению, лишь немногие задумываются над тем, что успех подобен айсбергу. Большинство людей видит только ту самую вершину, величественную глыбу льда, если выражаться фигурально. А что же скрывается «под водой»? Препятствия, риски, стресс. Я надеюсь, что истории из этой книги научат вас никогда не пасовать перед трудностями, не опускать руки в случае неудачи, а, наоборот, рассматривать это как урок, извлекать опыт и пользу для себя. Достичь успеха можно в любые времена и вне зависимости от места рождения: это доказывают биографии наших героев, живших в разных странах и в разные эпохи.

Книга рассматривает вдохновляющие истории успеха и занимательные факты из жизни выдающихся предпринимателей. Вот их имена:

• Аркадий Новиков;

• Эсте Лаудер;

• Уолт Дисней;

• Илон Маск;

• Джефф Безос;

• Генри Форд;

• Томас Эдисон;

• Полковник Харланд Сандерс;

• Екатерина и Вера Мирошниченко;

• Ральф Лорен.

В данной книге использован современный метод обучения через развлечение – “edutainment”. Теперь вам не придется монотонно заучивать материал. Напротив, можно совместить приятное с полезным: познакомиться с историями успеха выдающихся предпринимателей, а затем, вдохновившись, с удовольствием приступить к отработке основных навыков владения английским языком.

Все биографии сопровождаются актуальной лексикой и заданиями на понимание смысла прочитанного, расширение словарного запаса и развитие коммуникативных навыков. Чтобы преодолеть языковой барьер и максимально развить воображение и навыки устной речи, читатели могут выполнить творческие задания: ответы-рассуждения на вопросы проблемного характера и занимательные упражнения с использованием пословиц и поговорок. В конце книги есть переводы текстов (не дословные, но полно передающие смысл), ключи к упражнениям и образцы выполнения творческих заданий, которые помогут проверить себя без участия преподавателя и ускорят процесс усвоения материала. Любители мудрых мыслей и высказываний оценят подборку мотивирующих цитат об успехе.

Arkady Novikov

No matter what heights you achieve and how much money you have, always remember to stay human. Sadly enough, some people do not change for the better once they become successful. Truthfully, not everyone can withstand the challenges of wealth, power, and fame, which reveal a person’s true nature like a litmus test. As the saying goes, “If you want to test a man’s character, give him power.” Certain people become arrogant, heartless, selfish, and disrespectful to others once they climb to the top. And the list goes on. I think they simply cannot withstand pressure. After all, money does not spoil people; it only exposes their weaknesses and strengths.

Luckily, most successful and famous people do not suffer from “celebrity disease.” Instead, they work on self-development, achieve their full potential, invest in personal growth, and become their best selves. I am a firm believer that neither money nor power can spoil a strong-minded person who has the right values and priorities in life. In addition, the road to success is often thorny and paved with failures and obstacles. However, life’s difficulties help us know what we are capable of. They make us wiser and more tolerant. They also provide opportunities for personal growth and self-development.

Everyone is familiar with the name Arkady Novikov. Today, he is one of the most famous and successful Russian restaurateurs. Arkady Novikov is a self-made businessman. This unique man has managed to build a real empire of restaurants from scratch and gained recognition not only in Russia but also worldwide. Arkady Novikov is more than just a successful entrepreneur; he is also a man with a big heart. He is always ready to help the needy and support charities. What I most admire about this person is that he didn’t let success go to his head: he has remained charismatic, humane, sincere, and honest. Whenever I follow him on social networks and listen to his interviews, I am always amazed by his charisma, poise, and subtle sense of humor. Arkady Novikov never exalts himself or sounds bombastic. Contrarily, he is a truly sincere and pleasant person, without any hint of arrogance or high-hat manners. He is a true professional who is totally dedicated to his work. Here’s how Caroline Taylor, general manager of Novikov Restaurant & Bar, describes Arkady: “Tireless, inspired, a perfectionist and challenging!”

So, how did Arkady Novikov, who was once turned down for a job at McDonald’s, manage to build a culinary empire from scratch?

Arkady Novikov was born on July 25, 1962, in Moscow. He came from an ordinary family: his father was a design engineer, and his mother was a kindergarten teacher. His childhood was rather challenging. When the boy was less than 6 years old, his parents divorced. He stayed with his mother in a small one-room apartment. To make ends meet, his mom had to work hard, and his grandmother helped to bring him up. As a child, he used to dream about a bike, but he never got one because there was not enough room for it. Surprisingly, Arkady had no plans to build a career in the restaurant industry, and he was never a big fan of cooking. As a child, he wanted to be a policeman and imagined himself riding a motorcycle like police officers.

Curiously enough, Arkady didn’t find traditional school learning particularly engaging and didn’t like socializing much, but he read a lot.

After graduating from high school, Novikov applied to the Moscow Automobile and Road Institute but didn’t ace his exams and wasn’t admitted. And as the saying goes, it was for the best. Then, on his mother’s advice, he went to culinary college, and that was a turning point in his life. He suddenly discovered his talent for cooking and totally immersed himself in the culinary arts, curious to learn all the tricks and mastery of the craft. Here’s what Novikov says about it:

I entered a new world, where nobody really knew me, and I was able to establish myself the way I wanted to. So, I grasped everything on the fly: how to bake pies, how to roast meat, and how to cut quickly. Everything was so interesting, so unusual to me – knives, boards, meat grinders. I kept looking through books and dreamed of cooking something new.

I believe that dreams come true for those who pursue them in spite of the obstacles.

In order to grow professionally, Novikov decided to enroll in Plekhanov Russian Academy of Economics[1] in 2010. As a part-time student, he was able to successfully combine his work with studies. Novikov began his career as a cook at the Universitetskaya Hotel restaurant. However, the most significant event in his life was his role as a chef at Victoria Restaurant. After working there for a while, he decided to quit. I think that some events can completely change the course of a person’s life. Thus, meeting the renowned musician Stas Namin was one of the turning points in Arkady Novikov’s life. It so happened that Namin became the new owner of Victoria. He changed the name of the restaurant to Hard Rock Café and appointed Novikov as the manager. According to the successful entrepreneur himself, it was thanks to Stas Namin that he stayed in the restaurant business. However, Novikov wasn’t going to stop there. His next goal was to open his own restaurant.

In 1992, Novikov opened his first restaurant called Sirena in the technical college building. He was able to negotiate the best lease terms. As per the agreement, he was to serve meals to 200 students of the college for a symbolic price. In the early 1990s, the restaurant market in Moscow was in its early days, just beginning to develop. So, Novikov was one of the pioneers in the restaurant industry. Since meat was costly, the entrepreneur opted for a fish restaurant. Over time, the place became extremely popular not only with Moscow residents but also with celebrity guests, including Liza Minnelli and Sting.

Since then, Novikov’s business has grown into an empire. Arkady Novikov has opened more than three hundred different restaurants not only in Russia but also around the world: in sunny Miami, in foggy Albion, on the Italian elite island of Sardinia, in the Arabian city of Doha, and so on. The menus include a variety of cuisines from different countries around the world. Among the most famous Arkady Novikov’s restaurants are Savva, Artest, Novikov Restaurant & Bar, Novikov Café Dubai, Novikov Italy Bodrum, and many others. In 2021, two of Novikov’s restaurants – Artest and Savva – received the famous Michelin stars2. Artest is one of the two restaurants in Moscow holding two Michelin stars[2].

I think it is safe to say that Arkady Novilov has found his true calling in life. He always insists that he is doing what he really loves. As Confucius put it, “Find a job you love, and you’ll never have to work a day in your life.”

So, what’s Novikov’s winning formula?

I believe that his recipe for success consists of several key factors. First, it is his passion for work, as well as his dedication, total commitment, and enthusiasm. When you put your heart and soul into your work, you radiate positive energy and inspire your employees. Second, Arkady Novikov has an incredible charisma and a fantastic charm, which help him win people over and build trust-based relationships with his partners. Third, Novikov has good communication skills. His naturalness, sincerity, and simplicity are really captivating. Fourth, his keen business sense and intuition play a significant role in the success of his career. Arkady Novikov is a true visionary who sees opportunities where others do not. After all, as we all know, everything starts with an idea. What’s more, the influential restaurateur is always part of the process and is always there to help his employees when problems arise. It is common knowledge that having the ability to build a team is crucial in business. In addition, Novikov knows how to create a unique atmosphere in his restaurants to attract customers. It should also be noted that Arkady is always focused on building trusted partnerships. He believes “there are two important things in business and partnership: professionalism and integrity.” Lastly, Arkady Novikov’s main qualities are perseverance, determination, self-control, and discipline. He never cuts himself any slack. Here is one of Novikov’s favorite quotes from Robert Kiyosaki:

Justification is a lie that you tell yourself. Stop whining, complaining, and acting like children. Excuses make a person poor.

Arkady Novikov has been happily married for many years. Arkady’s wife, Nadezhda, is a highly accomplished businesswoman. The couple has two grown children: Nikita and Sasha. It is always a joy to see this happy family. In my opinion, Arkady and Nadezhda are a perfect match. They complement each other and always radiate positivity. Novikov’s children followed in their father’s footsteps and started their own businesses in the food industry.

Vocabulary

truthfully [truːθfəli] – честно говоря, по правде говоря

withstand [wɪðˈstænd] – противостоять, выдерживать

fame [feɪm] – слава

litmus test [ˈlɪtməs test] – лакмусовая бумага, безошибочный показатель

reveal [rɪˈviːl] – раскрывать, разоблачать

arrogant [ˈærəɡənt] – надменный, высокомерный, заносчивый

heartless [ˈhɑːrtləs] – бессердечный, бездушный, безжалостный

selfish [ˈselfɪʃ] – эгоистичный

disrespectful [ˌdɪsrɪˈspektfl] – неуважительный

expose [ɪkˈspəʊz] – разоблачать, срывать маску, обнажать

self-improvement [ˌself ɪmˈpruːvmənt] – самосовершенствование

self-development [ˌself dɪˈveləpmənt] – саморазвитие

tolerant [ˈtɑːlərənt] – терпимый, толерантный

personal growth [ˈpɜːrsənl ɡrəʊθ] – личностный рост

restaurateur [ˌrestərəˈtɜːr] – ресторатор

gain recognition [ɡeɪn ˌrekəɡˈnɪʃn] – завоевать признание, получить известность

poise [pɔɪz] – уравновешенность

exalt oneself [ɪɡˈzɔːlt ˌwʌnˈself] – возвеличивать себя

bombastic [bɑːmˈbæstɪk] – напыщенный, высокопарный

high-hat manners [ˈhaɪ hæt ˈmænərz] – высокомерие, заносчивость

design engineer [dɪˈzaɪn ˌendʒɪˈnɪr] – инженер-конструктор

police officer [pəˈliːs ˈɑːfɪsər] – блюститель порядка

culinary college [ˈkʌlɪneri ˈkɑːlɪdʒ] – кулинарный техникум

cuisine [kwɪˈziːn] – кухня, кулинария

put one’s heart and soul into [pʊt wʌnz hɑːrt ənd səʊl ˈɪntuː] – вложить всю душу

business sense [ˈbɪznəs sens] – деловое чутье, деловая хватка

perfect match [ˈpɜːrfɪkt mætʃ] – идеальная пара

Exercises

Exercise 1. Answer the following questions:

1) Who is Arkady Novikov?

2) Is Arkady Novikov married or single?

3) Can everyone pass the test of wealth, power, and fame?

4) Do money, power, and fame spoil people?

5) What are the benefits of failure?

6) What is Arkady Novikov like?

7) Was he born into a well-off family?

8) What was his childhood like?

9) What was his relationship with his classmates and teachers?

10) What did he want to be as a kid?

11) What is Novikov’s educational background?

12) Did Arkady Novikov find his true calling?

13) What’s Novikov’s winning formula?

14) What is one of Novikov’s favorite quotes from Robert Kiyosaki? Do you agree with that saying?

Exercise 2. Find the equivalents of the following phrases in the text:

не все выдерживают испытание богатством, властью и славой; подняться вверх по социальной лестнице; путь к успеху тернист; сильный духом человек; его имя знакомо каждому; один из самых известных и успешных рестораторов; построить кулинарную империю с нуля; помогать нуждающимся; завоевать признание; успех не вскружил ему голову; он никогда не возвеличивает себя; человек с большим сердцем; он никогда не ведет себя напыщенно; его отказались взять на работу в Макдональдс; он никогда не был большим поклонником кулинарии; он не был общительным

Exercise 3. Give the Russian equivalents of the following phrases:

to have a business sense and intuition; I am a strong believer; to create a unique atmosphere; to attract customers; the menus include a variety of cuisines from different countries around the world; to inspire employees; to find a true calling in life; he has an incredible charisma and a fantastic charm; to have good communication skills; he is a true visionary who sees opportunities where others do not; he never cuts himself any slack; to win people over; to build trust-based relationships with his partners

Creative task No. 1

“You learn through mistakes – no one was born a master.” Discuss what this proverb means. State your opinion on the topic.

Estée Lauder

There is a famous saying: “He who falls today may rise tomorrow.” That is absolutely true. What I mean is that everything in life is relative. Today you are scraping by, but tomorrow you will be swimming in cash. The truth is, in the modern world, people are judged by their material possessions, social status, and rank. And it happens not only in movies but also in real life.

One day, a young girl selling her products at the beauty salon approached a wealthy customer. “Madam, could you tell me where you bought such a nice blouse?” she wondered. “It shouldn’t matter to you. You can’t afford it,” she answered arrogantly. It is obvious that the wealthy lady was simply a snob, and in her attempt to humiliate the other person, she just humiliated herself. However, it is hard to imagine how the young girl felt then. It is commonly known that the word is a powerful tool for influencing others, and each person reacts differently to the same situation. Some stop believing in themselves and get discouraged, and others bite the bullet and prove their worth. Who do you think this girl was? Let’s not beat around the bush. That true story happened to Estée Lauder, one of the most successful and wealthiest self-made women in the USA. On that day, she vowed to earn so much money that she would be able to buy whatever she wanted.

Estée Lauder, born Josephine Esther Mentzer, was the founder of the pioneering cosmetics company specializing in the manufacture and sale of skincare, hair products, makeup, and fragrances. “Every woman is beautiful” is the motto of her beauty empire. She once said:

There are no ugly women, only women who don’t care or don’t believe they are attractive… Why are all brides beautiful? Because on their wedding day, they care how they look.

Little Estée was born on July 1, 1908, in Queens, New York, to a big family. She was the youngest of nine children, five of whom were from her mother’s first marriage. Her father, Max Mentzer, was a tailor who later changed his occupation and opened a hardware store. Little Estée liked to spend time there and quickly learned the basics of retailing and entrepreneurship. Her mother, Rose, was ten years older than her father. She was a gorgeous woman, and Estée wanted to be like her. I think Rose was the one who taught the girl to appreciate beauty and grace. As a child, Lauder loved to brush her mom’s hair and apply creams on her face. One more interesting fact is that Lauder’s childhood dream was to become an actress. Above all, her maternal uncle, Dr. John Scholz, had the greatest influence on Estée Lauder. Shortly after the outbreak of World War I, he came to live with them and set up a laboratory in a stable behind their house. Her uncle was a chemist, and his company sold beauty products, such as lotions, creams, and fragrances. That event was a real game changer in Lauder’s life. After all, no wonder that she called her uncle a magician and a mentor.

Estée spent more and more time in the lab. She was fascinated by the cosmetic manufacturing process and delved into all the details. Her entrepreneurial spirit was ignited during her school years. She started selling her uncle’s products to her classmates at Newton High School, shared beauty tips, and unveiled the secrets of daily skincare routine. Soon, using the experience gained, Estée managed to take her little business to the next level and started selling creams in beauty salons.

However, little is known about Lauder’s younger years because she liked to create an air of mystery around herself. For example, for many years, people believed she belonged to a European noble family, which was far from the truth. In fact, she was born to poor Hungarian-Jewish immigrant parents. As the story goes, Lauder was embarrassed about her family’s migrant status and wanted to be fully American. She spent her young years trying to make ends meet. It may come as a surprise to you that Lauder did not have a formal education in cosmetics and beauty. As I see it, you do not always need a degree to become a real professional. As for Lauder, her hands-on experience and entrepreneurial spirit were instrumental in building her successful career.

The beauty industry totally captivated the young woman. She spent many nights trying to find the perfect formula for the skincare, and during the day, she visited her clients and promoted the beauty products. But the main point is that she never gave up on her goal and was really persistent. The legendary woman once said, “I never dreamed about success. I worked for it.” If you want to succeed in life, it is not enough just to dream. Make sure you change your mindset, fully dedicate yourself to what you love, take risks, and never doubt your abilities.

When Estée was in her early twenties, she met her dream man, Joseph Lauder, who was an accountant and a successful businessman, and married him. Soon enough, the couple had their first son, Leonard. However, the legendary woman did not see motherhood and marriage as an obstacle to her successful career. She went on to conquer new heights. Unfortunately, career is often the reason for divorce. So, the star couple was not spared from this destiny. They divorced in 1939. And you know what is amazing? Their love proved stronger than circumstances and misunderstandings. Three years later, Estée and Joseph remarried. Soon after, their second son, Ronald, was born.

In 1946, Estee officially founded her namesake company together with her husband. One of the key success factors of the company was Lauder’s innovative approach to beauty products and their high quality. Estée Lauder created the first-ever night serum (the Advanced Night Repair Serum), which became legendary in the beauty industry. According to her biographers, “Estée was one of the first to understand that skin is best able to repair itself at night and that a lightweight texture (what we now know as a serum) was better able to penetrate deeply into skin’s surface to help it repair.” What’s more, Lauder pioneered the strategy of offering free samples and personalized consultations. The female customers were thrilled: they could now test products on their skin before purchase. One of Lauder’s best ideas was to cooperate with such famous department stores throughout the country as Saks, Bloomingdale’s, and Macy’s. Curiously, the great woman personally picked and trained the sales personnel. She also made it a rule to give away gifts with every purchase. Lauder’s next goal was to venture abroad, and she did it. There was one funny thing, though. When the managers at Galleries Lafayette in Paris refused to stock her products, Lauder “accidentally” spilled her iconic fragrance called Youth Dew on the floor. The outcome surpassed all expectations. Customers started lining up to ask where they could buy that product. Those strategies helped her to build a loyal customer base.

Today, Estée Lauder continues to thrive and collaborate with A-list celebrities. The company owns a diverse portfolio of brands, including La Mer, Clinique, Jo Malone London, and Tom Ford Beauty. Even though the legendary woman passed away on April 24, 2004, her company is still one of the major players in the beauty industry.

Vocabulary

beauty salon [ˈbjuːti səˈlɑːn] – салон красоты

customer [ˈkʌstəmər] – клиент

arrogantly [ˈærəɡəntlɪ] – высокомерно, надменно

humiliate [hjuːˈmɪlɪeɪt] – унижать

bite the bullet [baɪt ðə ˈbʊlɪt] – стиснуть зубы, собрать волю в кулак

prove one’s worth [pruːv wʌnz wɜːrθ] – доказать свою значимость

skincare [ˈskɪnker] – уход за кожей

fragrance [ˈfreɪɡrəns] – парфюмерия, духи

entrepreneur [ˌɑːntrəprəˈnɜːr] – предприниматель

entrepreneurship [ˌɑːntrəprəˈnɜːrʃɪp] – предпринимательство

gorgeous [ˈɡɔːrdʒəs] – великолепный, прекрасный, шикарный

appreciate [əˈpriːʃieɪt] – ценить, высоко ставить

grace [ɡreɪs] – изящество, грация

fascinated [ˈfæsɪneɪtɪd] – зачарованный, завороженный

game changer [ˈɡeɪm ˈtʃeɪndʒər] – прорыв, событие, в корне меняющее ситуацию

captivate [ˈkæptɪveɪt] – очаровывать, пленять, увлекать

promote [prəˈməʊt] – рекламировать, продвигать

persistent [pərˈsɪstənt] – настойчивый, упорный

dedicate oneself [ˈdedɪkeɪt wʌnˈself] – посвятить себя

obstacle

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Примечания

1

In 2010, it officially changed its name to Plekhanov Russian University of Economics.

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2

A Michelin star is the highest award honored to restaurants that display an exceptional quality and a unique approach to the culinary arts.

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