Chapter 6 Chapter 6 Bold imagination, careful action and risk-taking can make money

Who is the most suitable person to make money? The answer is: those who dare to give it a go!Because starting a business is an adventure in itself. "Science Investment" draws a conclusion from a large number of case studies: most successful people have a certain degree of "gambling".This kind of "gambling" is actually guts.Those with courage dare to break into restricted areas in the early stage of entrepreneurship; at critical moments, they dare to put all their eggs in one basket. Now a popular term is called "Bold Quotient", which is one of the necessary conditions for a person to succeed in anything.The guts quotient means having the guts and not being afraid to take risks. "Don't be afraid of not being able to do it, just be afraid of not being able to do it." Many things in the world are not a question of whether or not it can be done, but a question of whether you dare to do it or not.

Science has shown that the importance of courage to success has gone far beyond IQ.An ability test conducted on 1064 managers found that the level of courage quotient index is an important parameter for a person's career success, followed by emotional quotient, and IQ is already extremely insignificant at this level! To make the bread bigger, the business stronger, and the most profitable, you need to have enough courage.Risk and benefit are directly proportional, the greater the risk, the more likely to make a lot of money.Everyone can do things without risk, and everyone wants to get a share of the action, so it is difficult to make a lot of money.

In short, if you take risks, you can make money; if you take big risks, you can make big money; if you don’t take risks, you can make money! A restaurant in Qingdao, located near a tourist attraction, used a small idea to make the originally inconspicuous shop famous throughout the country, attracting batch after batch of consumers.This restaurant is a "conscience, set your own price" restaurant. The boss is a young man in his early 30s. He saw that the customer has such a mentality: the price of the food is set by the store, am I being ripped off?Therefore, I dare not rest assured to order high-priced dishes.

In response to this mentality, he came up with a method that must alarm everyone.He advertised to announce that every customer who comes to our restaurant can set the price of meals by himself.Pay as much as you think the dish is worth.Pay more if you think it tastes good, pay less if it tastes bad, and don’t pay if you don’t like it. As a result, countless customers came to eat in this restaurant, and many of them came here because of the weird way of doing business.As a result, the restaurant’s monthly profit more than doubled. According to the boss’s later statistics, about 90% of the customers paid more than the standard, 4% of the customers paid according to the standard, and only 6% paid less or did not pay. .

The owner of the restaurant has courage, dares to take risks, and is good at studying the psychology of consumers. He uses people's curiosity to attract customers to the restaurant and make money. The second big taboo of small bosses: 1. Don't be afraid of deep alleys if you don't drink alcohol.Many people only pay attention to production and don't pay attention to sales. They think that when things are ready, people will come here. This is a passive sales method.Only by actively soliciting customers and expanding influence can we sell more and make a profit. 2. Don't let others do what we do.Lacking the spirit of innovation, always following others, being led by the nose, others have collected all the profits, and you will get little or nothing if you continue to work.Only by taking the first step to occupy the market can we win.

3. Avoid thermal information heat treatment.When you get popular information, you act blindly in a hurry, and if you are not fully prepared, you lose more than you win in unprepared battles.Only by carefully analyzing and researching the market can we get on the horse when we have a well-thought-out plan. 4. Avoid liking heat and loathing cold.I always think that the more people who do something, the better it is. You must know that "more radishes are tighter".Only by focusing on the "inconspicuous" and being upset, can you have the huge profit sales that are often taboo in the market.

5. Avoid huge profit sales.Selling goods only cares about more sales, high profits and high prices are prohibitive, and the result is high profits and few sales.Only when profits are taken lightly can there be customers if prices are reasonable, and big profits can be made with small profits but quick sales. Shenzhen "Wanjia Department Store" pursues the business purpose of "reducing the risk of shoppers to zero".The business strategy of "refund if you are not satisfied" was implemented, and the result was a great success. "Return and exchange" is a normal phenomenon in market transactions, and it is a "persistent" problem in many stores. "Old" is because it has not been solved for many years; "big" is the negative effect produced by it, which has a wide impact on the society; "difficult" is because the problem of returning goods is complicated.

Many stores have imposed various restrictions on "returns and exchanges", such as only exchanges but no refunds, etc., more to push the risks and troubles to consumers.However, "Wanjia Department Store" is different. They reduce the risk of shoppers to zero and stipulate that "if you are not satisfied, you can get your money back."In the eyes of some people, this method is too risky: if everyone exchanges or always comes to refund money, the market will have no way to do business. "Wanjia Department Store" seems to be taking risks, but it is actually a very smart approach.Because the purpose of shoppers is to shop, not to return. Who would go to the store to find trouble and return something for no reason?Therefore, "return if you are not satisfied" is bound to promote the shopper's desire to buy, and at the same time, it can also promote the salesperson's sense of responsibility.Even if there is a phenomenon of return and exchange, that is a good thing. It can not only show the integrity of the mall, but also bring more business.

Facts speak louder than words. In the first three months of the implementation of "Shenzhen Wanjia" returning goods if they are not satisfied, the leather shoe counter with the highest return rate had a loss of 1,700 yuan, but the turnover increased to 320,000 yuan during the same period. Almost negligible.After the implementation of this approach, the total sales of the mall increased at a rate of 15% per month, but the phenomenon of unreasonable currency by customers rarely occurred. Those who think that "money back if you are not satisfied" are risky behaviors have not seen the appeal of this sentence to consumers.This sentence is much more real, more powerful, and more clever than any advertisement!

Mr. Zheng Zhoumin is the founder of Asia World Group in the Philippines. He was once the richest Chinese man. His personal assets are as high as 13 billion US dollars, and the land under his name is even more inestimable. Zheng Zhoumin's ancestral home is Youcuo Township, Yongning Town, Shishi, Fujian Province. When he was young, he moved with his mother to a small fishing port in the southeast of Luzon Island, Philippines. When he was 13 years old, his mother sent him to his relatives in Manila to work as an apprentice in a shirt and underwear store because he didn't want him to be buried in a small fishing village.

Soon, he left his relative's shop to do wholesale and sales of ready-made clothes by himself. At the age of 18, he earned his first million; at the age of 25, he already owned a large-scale textile factory.However, he discovered through investigation that in order to really expand the business, he must find another way. In 1961, Zheng Zhoumin got acquainted with Filipino friend Jose Rojas, a real estate businessman honored as a "genius land investor".The first batch of land investments made by the two made millions. Since then, a solid foundation for the real estate kingdom of Asia World Group has been laid.Over the past decades, Zheng Zhoumin has purchased hundreds of lands in China, the Philippines, the United States, Canada and other countries and regions, and his wealth has also increased geometrically over time. Zheng Zhoumin is addicted to land, almost all of his career is in land investment.No matter what land, where it is located, and no matter how much it costs, if he likes it, he will buy it.In this regard, he believes that the people's food and the economic development of the country in which they live depend on the land; the population is increasing day by day, and the land is getting less and less, any currency will depreciate, and only land will increase in value in the long run. Zheng Zhoumin's entrepreneurial process is full of legends, and every major decision he makes is regarded as a big bet by others.In this regard, Zheng Zhoumin said: "Because I did something that others dare not do, or even think about, it is considered as a big bet.... Some people say that driving fast is dangerous, but my idea is that driving fast is not good. It must be unsafe, and driving slowly is sometimes prone to accidents. The key is to be cautious, skillful, and to control the speed when you are concerned about safety." Zheng Zhoumin said: "Sight must be accurate, action must be fast, and courage must be strong; as soon as a choice is made, go to the end, don't admit failure easily, don't be afraid of taking risks, and go all out when you make up your mind." Perhaps this is why he once became the richest man in the Chinese community. The secret! Four elements of starting a business from scratch: 1. Technology: If you have your own original technology and there is a market demand, you only need to pack it; if you don’t have it, it doesn’t matter, if you can find it, you can check the patent database, and now there are patents with development value on the Internet. 2. Money: It is better to have money than to have it yourself.If you have personal connections with financing channels and the ability to persuade, you will have an opportunity to start a business.In addition, starting a small business with little capital can exercise your ability on the one hand, and can quickly develop into a large enterprise on the other hand. 3. Experience: If you have worked in an industry for a long time, you will naturally have some experience in the industry.Interlacing is like a mountain, and it may take a lot of energy for others to understand, and it may not be able to reach your level.Experience also sharpens your vision and creativity. 4. Talents: the ruler is short and the inch is long.To succeed in a career, it is not enough to rely on yourself alone.Be on the lookout for those who might be partners, arms, or help in the future. Hu Xueyan, a red-capped businessman, was called "Heroes of the Southeast" by his contemporaries, because Hu Xueyan has a chivalrous heart that is enthusiastic, courageous, and willing to help others.In shopping malls, Hu Xueyan is not afraid of risks, and dares to take risks when he has the opportunity. The most critical step in Hu Xueyan's life - sponsoring Wang Youling, because he has a high risk awareness of daring to gamble and bet on his future, he made a wonderful move of fate. At that time, Hu Xueyan was just a boy. When he met Wang Youling, who was very down-and-out, he knew that Wang was eager to seek an official position now.On his own initiative, Hu Xueyan sent 500 taels of silver from his boss, a huge sum equivalent to Hu Xueyan's 20-year annual salary, to Wang Youling, and used it as Wang's capital for entering Beijing. For this reason, Hu Xueyan was fired by the boss.As a banker, this deviant behavior is undoubtedly close to suicide, which means that he will no longer be able to gain a foothold in society.Hu Xueyan dared to bet on a down and out, and the bet was too big.But precisely because the stakes are high, the rewards are high.In the face of the generous support of people he has never met, can Wang Youling not be grateful?Because the traditional virtue of the Chinese nation is "the kindness of a drop of water should be repaid by a spring". Therefore, after Wang Youling was promoted, Hu Xueyan immediately opened the Fukang Bank with public funds.Thanks to the full support and participation of the government, coupled with Hu Xueyan's good management, flexible means, and excellent reputation, Fukang Bank developed into the largest financial institution in the country at that time in just a few years.In its heyday, Fukang Bank had branches in every province in the south of the Yangtze River, and also operated more than a dozen pawnshops. Later, Wang Youling served as the magistrate of Hangzhou, later promoted to Taoist priest, and in 1860 was promoted to governor of Zhejiang Province.After becoming a great official in Xinjiang, Wang Youling recommended Hu Xueyan to be the general office of Zhejiang Liangtai.With the official position of managing the province's money and food, and the strong support of a governor behind him, everyone is willing to deal with and do business with Hu Xueyan.As a result, Hu Xueyan's business became even more prosperous, and he opened many banks and shops, and his working capital was often tens of millions, making him the richest man in Hangzhou City. Because of the support of Wang Youling, a nobleman, Hu Xueyan quickly changed from "nothing" to "yes", and laid a solid foundation for becoming the richest man in the country in the late Qing Dynasty. Hu Xueyan said: "A businessman wants to make a profit. As long as he can make money, he will lick the blood from the knife edge." In 1985, Sun Yingui broke into Beijing with his bare hands. He invented humidifiers and mineral spring pots.With the popularity of the TV series "The Story of the Editorial Department", his mineral spring pots quickly opened up the market and entered thousands of households with a monthly sales of 20 million yuan.With money, Sun Yingui aimed at the lucrative real estate industry. There is a Huangdao Economic Development Zone in Qingdao City.The provincial and municipal levels have invested more than 4 billion yuan in development, and at the same time promulgated a series of preferential policies to encourage merchants to invest, but there are several sea miles between Qingdao and Huangdao.Each ferry takes two hours, encounters heavy fog, and there is no navigation for four or five days, so many merchants are not interested in Huangdao.But Sun Yingui thought: Qingdao City will definitely not ignore the more than 4 billion yuan thrown in Huangdao, so when others hesitated, he decisively bought the right to use 3.3 hectares of land for 2 million yuan.This happened in the early spring of 1992. After returning to Beijing, he immediately felt that his estimation of the development of the situation was not enough, because Deng Xiaoping's southern speeches set off a new wave of economic development across the country, and the steps of opening up in various provinces and cities were getting bigger and bigger.Therefore, he immediately returned to Qingdao and initialed an agreement with relevant departments to buy another 6.6 hectares of land use rights. Sure enough, within a week, "Qingdao Daily" reported that Qingdao City decided to build an undersea tunnel from the urban area to Huangdao.As soon as the news is released, it means that the unfavorable conditions restricting the economic development of Huangdao will disappear. At this time, merchants gathered in Qingdao, and the land price in Huangdao Development Zone was rising day by day.At this time, a businessman expressed that he was willing to buy the 6.6 hectares of land in Sun Yingui's hands at a price of 20 million yuan, and he could make a net profit of 15 million yuan in a blink of an eye!Sun Yingui smiled at him slyly and said, "I won't sell you even for 30 million yuan." It turned out that he had captured a new political message: the South Korean Foreign Ministry is about to visit my country at the invitation of the Chinese Ministry of Foreign Affairs.What does this mean?South Korea and my country's Shandong face each other across the sea. Since the two countries did not have diplomatic relations in the past, Korean investment in Shandong was restricted.Now the foreign minister's visit is widely speculated to be the signing of a joint communiqué.If this is the case, Korean businessmen will definitely land in Qingdao, and land prices will skyrocket.Sun Yingui was sure that the two countries would establish diplomatic relations.As soon as the news that South Korean President Roh Tae-woo was about to visit China came out, the land price in Huangdao rose even more violently. In the words of Sun Yingui: "I will not sell it even if I pay 60 million yuan." Courage requires knowledge. Although Sun Yingui is taking risks, he is full of confidence. His confidence comes from his experience and ability to see the development trend clearly. Stinky tofu is a special product of Beijing style, and it has a history of more than 300 years.The inventor of stinky tofu is Wang Zhihe, but he "made" stinky tofu purely by accident. Wang Zhihe's hometown is Xianyuan County, Anhui Province. He started a small business with his father when he was young, and also learned the craft of making tofu.At that time, running a small business was very hard. His father didn't want Wang Zhihe to follow in his own footsteps, so he saved money and sent Wang Zhihe to study in a private school. In 1669, Wang Zhihe came to Beijing to take the imperial examination, but failed.He is determined to take the exam again.But the exam is only held once every three years. Let’s go home. We have traveled thousands of miles. Where can we find travel expenses?After much deliberation, Wang Zhihe stayed in Beijing to study while doing his old tofu business to make ends meet. Once, Wang Zhihe imitated the method of making fermented bean curd in his hometown to imitate the unsalable tofu, cut the tofu into small pieces, dried it for a while, added some salt and pepper, and put it in a vat to seal it up.It took a long time before he remembered the small crock of tofu he had marinated in.As a result, when I opened the vat, I saw that the tofu in the vat was all green and exuded a pungent smell!He was very annoyed and wanted to throw it away, but felt a little distressed, so he tasted it boldly, not wanting to have a fragrance in the smell, and tasted it carefully when eating, and felt that the more he ate, the more delicious it became. I think it's delicious, do others like it?Wang Zhihe invited his neighbors to taste it, and after tasting his stinky tofu, most of them thought it tasted good, saying that although it was not a delicacy, it had unique flavor and was a good accompaniment to meals. Hearing what people said, Wang Zhihe was relieved, so he made some stinky tofu as before, and made some improvements.After being launched on the market, it is very popular among ordinary people because of its high quality and low price, and it is both appetizing and a meal.Wang Zhihe's stinky tofu became more and more popular. When he failed the examinations, he lost his desire to be an official in the imperial examinations and started a business exclusively. If Wang Zhihe had thrown away the green stinky tofu instead of bravely pushing it to the market, we would not know that there is such a food as stinky tofu today. At that time, the two camps of the East and the West were at war. Many businessmen regarded the opposing camp as a minefield and would never dare to do business with the opposing camp.At this time, Hammer ignored the risks of war and just made money. After the October Revolution, food in the former Soviet Union was extremely short. At that time, the Western powers were eyeing the former Soviet Union and adopted a blockade policy.At this time, Dr. Hammer from the United States came to the former Soviet Union. Regardless of the political differences, he only wanted to investigate whether there was any chance to make money in the former Soviet Union. At that time, in order to revitalize the economy, Lenin was vigorously promoting a new economic policy, and agreed to let foreign capitalists lease factories and mines in the socialist former Soviet Union to develop the economy.But at that time, Western countries regarded the former Soviet Union as a scourge, and no one dared to invest. The more this happened, the happier Hammer was. He thought, since no one dares to invest, if I come to do business, wouldn't it be my own business? How can there be any reason not to make money?So Hammer decisively shipped a large amount of wheat in exchange for furs and gems worth $1 million. Due to the poor harvest in the newly established former Soviet Union, the food shipped by Hammer was undoubtedly a timely help. Not only did he become famous in the former Soviet Union, but Lenin also personally received Hamer.Lenin expressed his gratitude to Hammer for his help to the former Soviet Union, and hoped that Hammer could cooperate with the former Soviet Union for a long time. In a note to Hammer, Lenin wrote: "This beginning is extremely important. big influence." As a result, Hammer was encouraged and confident, and soon invested in a pencil factory, leased an asbestos mine, became an agent of a large American company in the Soviet Union, and started trading antiques from the former Soviet Union. , Hammer made a windfall all at once, a huge windfall. In addition, an American businessman held promissory notes issued by the former Soviet government under economic difficulties. He thought these promissory notes were a stack of waste paper, so he transferred these promissory notes to Hamer at half price.Hamer thought this was another opportunity to make money, so he bought all the promissory notes of the other party.After the news spread, many American businessmen who owned promissory notes sold them to Hamer.Later, the former Soviet Union repaid the promissory notes in full, and Hamer earned several million dollars as a result. Hamer, known as a red capitalist, was one of the first foreigners to cooperate with China. Deng Xiaoping not only praised Hamer as a brave man, but also said: "You helped Lenin when the Soviet Union needed help, and now you are Come to China to help us." The Jewish business bible "Talmud" says: When opportunities come, those who dare not take risks will always be mediocre. In 1835, Jewish Joseph invested in a small insurance company called Fire Insurance.The so-called investment means that when a fire breaks out at the customer, they have to lose money according to the proportion of the investment. If there is no fire, it is a business that can make money without losing money.This kind of investment does not require immediate payment, but the commitment of investors. Soon, however, a major fire broke out in New York.Many investors panicked, feeling that this kind of investment has lost a lot, and are willing to transfer their shares at a low price.At this time, Joseph did the opposite and bought all the shares of other shareholders.For this reason, he sold the hotel he ran, which was a big gamble. After Joseph took over the fire insurance company, he sent agents to New York to compensate customers, so his reputation increased greatly.Although Joseph doubled the amount of insurance, many new customers still signed up.Hence the "strange thing" that he brought back from New York more money than he brought to pay for compensation.The fire netted Joseph $150,000. The rule of business is that the bigger the risk, the more money you make.Many people can see the opportunity to make money, but some people are also intimidated by the risks that accompany the opportunity while seeing the opportunity.The Jews are almost born adventurers, born with this optimistic sense of risk, so they can seize opportunities in danger and achieve great success. Misconceptions that stand in the way of getting rich: In the same environment, some people are rich, while others are still poor. There is a conceptual problem in this.What are the concepts that affect getting rich? The following are revealed: 1. Pursue the "iron rice bowl" and take pride in having a regular job. 2. If you have money, you hide it in the bottom of the box, thinking that this is the best way to save money. 3. Don't dare to borrow money for investment, worrying about being in debt. 4. Don't dare to take risks, afraid of failure.And the winners fail far more often than the losers. 5. Think that being rich means being rich, and not paying attention to intellectual investment. 6. Believe that the environment is not good and you cannot get rich, and countless successful people have developed under extremely difficult and severe conditions. 7. Pursue stability, be content with the status quo, and stick to the rules. 8. If you have no money at home and cannot invest, how can you get rich?This statement is wrong, you don't have to use your own money to get rich and invest. 9. Learn when you are good. People are at the front of the waves, and you are at the tail of the waves. It is difficult to get rich in the end.In fact, it is easier to get rich if you avoid "hot" and "cold". Known as "the banker among bankers", Morgan came to Duncan Firm after graduating from university.Although he did a very good job, his daring and reckless behavior often made President Duncan terrified. Once, a ship merchant sold Morgan a ship of coffee, claiming that the coffee merchant had mortgaged the money because the merchant went bankrupt.The price is half the usual.Colleagues feared it was a scam, and Morgan was determined to buy the coffee, which hadn't seen the quality in person. When Duncan heard the news, he couldn't help breaking out in a cold sweat, scolded Morgan, and asked Morgan to return the product. Morgan decided to take a gamble. With his father's support, he repaid the company's coffee payment, and under the introduction of the ship dealer, he bought many more ships of coffee.Soon after, Brazilian coffee was hit by frost, which greatly reduced production, and the price of coffee rose two or three times, and Morgan made a fortune. Since then, Morgan and Duncan have parted ways and created a firm on Wall Street.Started his adventurous career in shopping malls. At that time, the American Civil War was in full swing, and the northern army was short of guns and ammunition. Morgan felt that this was another good opportunity to make money.So, he actually managed to buy 5,000 scrapped old-fashioned rifles from the armory of the War Department in Washington, and sold them to the Northern Army at a high price, making another big profit. High risk means high return, and being able to put all one's eggs in one basket at a critical moment can usually make a lot of money. Ten Deficiencies of the Poor What is most lacking on the surface is money; what is most lacking in essence is ambition. What is most lacking in the head is-concept; what is most lacking in opportunity is-understanding. What is most lacking in destiny is-choice; what is most lacking in the bones is-courage. What is most lacking in change is action; what is most lacking in the stomach is knowledge. What is most lacking in career is perseverance; what is most lacking in heart is courage. A common characteristic of billionaires is courage and determination.When others are still hesitating in the face of the business world, they bravely jump down and swim in the business world.Lin Congying, chairman of Jiumuwang Clothing Company, is such a person. Lin Congying initially worked in the food system with a stable and leisurely income. In 1984, in order to realize her dream of pursuing wealth, Lin Congying resolutely quit her job.He used his own savings and 40,000 yuan borrowed from relatives and friends to start a food business in partnership with two friends. Later, the two partners harmed him, and when the settlement came at the end of the year, Lin Congying not only didn't have a penny of profit, but also lost all of the 40,000 yuan he invested, and owed more than 20,000 yuan in debt. In the early morning of the first day of the Lunar New Year in 1985, creditors came to ask for debts.Seeing his wife's tears, Lin Congying couldn't help feeling like a knife, thinking to himself: "Why did I fail like this!" Before the Spring Festival was over, he brought his only 200 yuan and went with a few other people in the village. Together, embarked on a journey to Jiujiang to sell zippers. After 4 years of hard work, Lin Congying finally paid off all her debts. In April 1989, Lin Congying returned to her hometown Cizao Town, Jinjiang, and was ready to start a business again.After thinking about it, Lin Congying decided to open a garment factory. His idea was immediately opposed by all his relatives and friends, because there has never been a clothing company in the local history. If it is engaged in clothing, who would buy clothes produced in a place full of mud and dust?What's more, Lin Congying knows nothing about clothing, so why should she make clothing? Lin Congying has her own keen market vision: Clothing is a necessities of life, everyone needs to consume it, and people's lives are getting better and better, so the market is not a problem at all.Although I don't understand clothing, I can learn it slowly in practice. Lin Congying's resoluteness was not affected by the loss in the grain business last time, so he decided to act immediately.So, he borrowed 72,000 yuan from relatives and friends again.If you don’t have a factory, you rent it; if you don’t have workers, you mobilize your relatives and friends to participate; if you don’t have equipment, you buy second-hand machines; if you don’t have technicians, you hire old local tailors.In this way, the first garment factory in the history of Cizao Town was finally born. After 16 years of hard work, this garment factory is now Jiumuwang Clothing Development Co., Ltd. with assets exceeding 100 million yuan, an annual output value of 700 million yuan, and more than 8,000 employees. Lin Congying's success confirms a successful formula: opportunity + courage + strategy = success. One of the "dead spots" of entrepreneurs: acquaintances make friends for dinner: When many entrepreneurs choose a "partner", they always like to look for them in the familiar "circle". Because they are familiar with each other, they often do things based on their emotions in the early stage of starting a business. Most of the business direction, employment issues, and financial issues that arise in the enterprise are handled in a tolerant and reconcilable manner, while ignoring the necessary contract signing and strict constraints. system. Therefore, with the growth of the enterprise, the contradictions and problems caused by this working relationship will gradually emerge, which is not only not conducive to the rapid development of the enterprise, but sometimes even leads to the bankruptcy of the enterprise. Wang Ke, a native of Chengdu, believes in the concept of "going boldly to create business opportunities through danger". He bravely rushed out of the country and brought his business to the turbulent Cambodia and Iraq.Because of his "daring and reckless behavior", he accumulated tens of millions of assets in just a few years. Wang Ke was born in Chengdu, Sichuan. After being discharged from the army, Wang Ke was assigned to work in a government agency.Soon, he got married and had children, and he had a very enviable family of three.But Wang Ke was not satisfied. He was eager for adventure and felt that it was too boring to stay in the step-by-step organization every day. Finally, in 1994, Wang Ke resigned to make a living by himself. Wang Ke first set up a construction and decoration company.Since the decoration industry was just emerging at that time, the profits were quite lucrative, and his first decoration business made a net profit of more than 30,000 yuan.After hard work, from 1995 to 1997, Wang Ke accumulated hundreds of thousands of assets. Immediately afterwards, Wang Ke blindly introduced the "noodles" that had been eliminated in Beijing, and was also eliminated in Chengdu soon after.As a result, Wang Ke also lost all the hundreds of thousands of savings he had accumulated through hard work. Even so, Wang Ke did not lose confidence because of this, he always pays attention to the opportunities in life. At the beginning of 1999, Wang Ke realized that he should go to Cambodia to do business.The more places no one else goes, the more the places with the greatest business opportunities. Although there was unanimous opposition from relatives and friends, after Wang Ke threw down the mantra of "suffering the bold and starving the timid", he came to Cambodia with a few friends from Sichuan with $5,000 in his pocket, where dangers and business opportunities coexist. At that time, almost every household in Cambodia owned guns, and shooting incidents occurred almost every day.Not long after, the people who went with Wang Ke were so frightened that they ran back to the country and vowed that they would never come to this place again in this life. When he first arrived in Cambodia, Wang Ke set his sights on the trade of daily necessities.In order to reduce expenses, he sells around by bicycle every day.In the process of sales promotion, Wang Ke also took the risk of giving goods to merchants on credit, and the sales volume has thus doubled several times. Wang Ke's business is getting better and better because he dares to do things that others dare not do.Soon, he had his own car.This is a very remarkable thing in Cambodia, where the economy is still relatively backward.Since then, Wang Ke has driven himself to deliver goods to some big hotels and supermarkets. Once, during the delivery process, Wang Ke encountered a gun battle between the police and car thieves, and a bullet whizzed by was only 10 centimeters away from his head.Although Wang Ke himself was terrified of this adventure for several days, he became famous for his high reputation in business. Over the past few years, Wang Ke's total assets have reached more than 5 million US dollars.But Wang Ke was not satisfied, but set his sights on the war-torn Iraq. From the first day of the war, Wang Ke began to travel between Chengdu and Iraq's neighboring countries, and continuously delivered daily supplies to Iraq through "detour tactics".At that time, there were often stray bullets flying past him from nowhere, and the flames and explosions were even closer.Many local businessmen could not bear the constant threat of death and curled up, but Wang Ke has been sticking to this land filled with gunpowder. A friend persuaded him: "If you want to make money from the war, just wait at home and start a post-war Iraqi reconstruction business. Isn't it just playing with your head when doing war business?" But Wang Ke thinks that if a businessman If you are afraid of taking risks, what kind of businessman are you? "Take big risks to make big money, take small risks to make small money, and take no risks to make money."People who dare to take risks can decisively attack at critical moments and take the first step, so it is easier than others to seize opportunities and achieve success earlier! Entrepreneurs' "dead spot" No. 2: Where is the bustle? Some entrepreneurs like to blindly follow the trend when determining the direction of business, and do what they can to make money. They always feel that this can reduce investment risks and avoid detours. However, the market operation has its natural cycle. When the market is oversaturated, the profit margin will shrink. The upsurge of "swarming bees" sometimes means that "vicious competition" is coming.Any investment is risky, and if you make a mistake, you will fall into an investment trap. Therefore, careful market research and rational analysis before starting a business are particularly important.This is just like stock investment, risks and benefits coexist, which stocks are suitable for long-term and which are suitable for short-term, when to follow up, and when to exit, all need to be treated calmly. Gu Gengyu is a famous patriotic industrialist and the world famous "Bristle King".From the 1930s until liberation, he almost monopolized the bristle market at home and abroad. In the summer of 1949, a lot of bristles arrived in the Hong Kong market. Foreign businessmen united to lower the price, which caused the price of bristles to fall again and again, making it impossible to sell bristles.At this time, Gu Gengyu, the Chinese bristle king, invested millions of dollars to buy all the bristles in the Hong Kong market. Gu Gengyu took such a big risk, which shocked both Chinese and foreigners.The foreign businessman said to Gu Gengyu: "You buy so much, if we don't buy it, what will you do?" Gu Gengyu resolutely replied: "You must buy it. If you don't buy it for three years, I will throw away the bristles. , Jump into the sea by yourself!" Not long after, Gu Gengyu expected a market change. All the bristles in China agreed not to sell bristles to foreign businessmen.Instead of going bankrupt and jumping into the sea, Gu Gengyu made a lot of money from foreigners. Dare to fight to win, the more difficult the time, the more courage you should have to break the boat. Founded in 1867, Nestlé is the world's largest food company and ranks among the top 50 of the world's top 500 companies. Its scale is so large that it is impossible to accurately count its product types and quantities. 8,500 kinds of food, beverages and medical supplies all use the brand of Nestle, and with various packaging and specifications, there are more than 22,000 kinds of Nestle products. Nestlé currently has more than 300 factories and more than 700 subsidiaries abroad, which are located in more than 100 countries and regions on five continents.When Nestlé sets up factories or subsidiaries abroad, it adopts a unique method, which is to use local people as factory directors, managers and heads of various departments.This is a more risky approach, but Nestlé prefers to use this approach to localize factories or subsidiaries in order to facilitate business development. Nestlé's production and investment in factories around the world will inevitably have troubles and risks. For example, will it cause consumers to worry about setting up factories in developing countries-the sanitary conditions and unclean water sources there will make the products harmful to health, or There are concerns about the emergence of counterfeit and shoddy products.Nestlé has not wavered because of this, and has always insisted on following such a path, which is why it has achieved today's outstanding achievements. Nestlé often uses this famous saying to motivate its employees: not taking risks is the greatest risk. Zheng Yonggang, the boss of Shanshan, has a daring, decisive and resolute personality, and is known as the "General Patton" of the Chinese clothing industry. In 1989, after Zheng Yonggang took over the Ningbo Yonggang Garment Factory, he brought about an earth-shaking change.The factory successively registered the "Shanshan" brand, borrowed money to advertise across the country, put forward the concept of intangible assets management, built the largest clothing market sales system in the country at that time, fully introduced the corporate image recognition system, and became the first in China's clothing industry A listed company has built a world-class clothing production base.In order to seek more room for development, he also moved Shanshan's headquarters from Ningbo to Shanghai. 来到上海，郑永刚加快改革的脚步，展示了他胆识过人的魄力：先后割舍了早期投巨资建起的营销渠道，大规模裁减营销人员，撤掉遍布全国的分公司，而代之以特许加盟销售体系。最大胆的也是最重要的是，从服装生产加工领域抽身而退，将销售和生产全部外包，只负责品牌的核心运作、推广、服装设计。这种经营模式在中国服装界却是超前大胆的举动，而且还将市场份额第一的位置拱手让给了竞争对手雅戈尔。 虽然在很多人看来，杉杉把生产和销售全部外包的做法十分冒险，但郑永刚既然有这胆量改革，也必然有他过人的见识。他认为，品牌才是第一位的。因为在服装行业，最关键的环节就是品牌营销。生产可以购买，销售可以控制，只有提升品牌这一价值链上利润最丰厚和最关键的竞争力，才有可能成为世界级的企业。 郑永刚大刀阔斧地改革，使得一个员工不足300人亏损却超过1000万元的小企业，成为了今天拥有21个服装品牌、两家上市公司、总资产近50亿元的杉杉集团。 拿破仑说过：一个优秀的指挥员，他的勇气与见识应该好比等边三角形的两条边，应该平衡发展，不可偏废。商人也是一样，胆量大于见识，会因为轻举妄动而导致失败；胆量小于见识，会因为保守而贻误战机。 有这样一个故事：两个乡下人外出打工。一个准备去上海，一个准备去北京。两人在候车厅等车时，听等车的人议论说，上海人精明，外地人问路都收费；北京人质朴，见吃不上饭的人，不仅给馒头，还送旧衣服。He does not mean that.准备去上海的人心想，还是北京好，挣不到钱也饿不死，幸亏车还没到，不然真掉进了火坑；去北京的人心想，还是上海好，给人带路都能挣钱，还有什么不能挣钱的？我幸亏还没上车，不然真失去了一次致富的机会。旁人的议论让两人都改变了初衷。 说来也巧，两人在退票处偶遇了，互相交谈后，交换了车票，然后各奔东西。 去北京的人发现，北京果然好。他初到北京的一个月，什么都没干，竟然没有饿着。不仅银行大厅里的太空水可以白喝，而且大商场里欢迎品尝的点心也可以白吃，捡破烂卖钱还能寄点钱回家。 去上海的人发现，上海果然是一个遍地黄金的城市。只要愿意干活，什么都可以赚钱：带路可以赚钱，看厕所可以赚钱，弄盆凉水让人洗脸居然也可以赚钱！ 后来，去上海的人他敏锐地观察到：上海人特别喜欢养花，他脑子一转，有了个做无本生意的想法。第二天一早，他在郊区装了10包泥土，冠以“花盆土”的名义，以一块钱一包的价格兜售，居然被一抢而空。当天他在城郊间往返六次，净赚了50元钱。就是这50元钱，是他掘得的第一桶金，激励起了他的创业雄心和信心。 他开始研究各种土壤，哪种花卉适宜在哪种土壤中生长。渐渐地，他的“花盆土”名气越来越大，生意越来越好。不久后，他在大上海拥有了一间门面，过上了衣食无忧的日子。 但此人并没有满足，还是在不断寻觅商机。在长年的走街串巷中，他又有一个新的发现：当时的清洗公司只负责洗楼而忽略了招牌的清洗，结果好多商店楼面亮丽但招牌污渍斑驳。他立即抓住这一空当，买了些人字梯、水桶和抹布，办起了一个小型清洗公司，专门负责擦洗招牌。由于抢占了市场的先机，公司迅速发展，最终他的公司拥有150多个打工仔，业务也由上海延伸到杭州、南京等周边城市。 若干年后，他坐火车去北京考察清洗市场。在北京火车站，一个捡破烂的人把头伸进软卧车厢，向他要一只啤酒瓶。就在递空酒瓶时，两人都愣住了，因为5年前，两人曾交换过车票，那情景犹如发生在昨天。 一个人胆大，想的是“如何能赚钱”；一个人胆小，想的是“如何不挨饿”。胆量造成了两人的命运的天壤之别，可见，胆量能够改变一个人的命运！ 创业者的“死穴”之三：短视老板短命店： 因为中国曾经缺乏创业的环境，所以我们的企业家就像个被带进烧饼店的饿鬼，抓到什么吃什么，哪还顾得上去隔壁味道更美的饺子店尝尝。 很多企业家彼此的区别就是有的被带进了烧饼店，有的被带进了饺子店，不远处全聚德的招牌却没人看见。 没有长远战略规划的企业是短命的，富不过一代，更不要说三代了。 急流勇退是对商人勇气和胆识的考验，因为选择放弃就会受到方方面面的压力。面对战略选择的诸多困境，选择放弃需要更大的勇气和胆识，需要非凡的毅力和智慧。 1964年，松下通信工业公司突然宣布不再做大型电子计算机。 对这项决定的发表，大家都感到震惊。松下已花几年的时间去研究开发，投进了十几亿元的巨额研究费用，眼看着就要进入最后阶段，却突然全盘放弃。松下通信工业公司的经营也很顺利，不可能会发生财政上的困难，所以令人十分费解。 松下幸之助之所以会这样断然地做决定，是有其考虑的。他认为当时公司用的大型电脑的市场竞争相当激烈，万一不慎而有差错，将对松下通信工业公司产生不利的影响，到那时再撤退，就为时已晚了，不如趁着现在一切都尚有回旋余地，捉住目前最好的时机。 事实上，像西门子、RCA这种世界性的公司，都陆续从大型电脑的生产线撤退，广大的美国市场，几乎全被IBM独占。像这样，有一个强而有力的公司独占市场就绰绰有余了。更何况在日本这么一个小市场，就有富士通、日立电器等7个公司在抢滩市场，他们也都投入了相当多的资金，这样，等于是赌下整个公司的命运，松下生存下来的可能性微乎其微。因此松下衡量得失后，终于决定撤退。 勇敢不是无知，明明知道前面是陷阱还要猛打猛冲，这就不是冒险而是愚蠢了。 奥纳西斯曾是流落在阿根廷布宜诺斯艾利斯的穷小子。但他却通过一场空前的经济灾难，成为了闻名于世的船王。 1929年，发生在世界范围内的经济危机，使阿根廷经济堕入深渊：工厂倒闭，工人失业，民生凋敝，百业萧条，海上运输业也在劫难逃。 这时已经是一个小企业家的奥纳西斯得知，加拿大国有铁路公司为了渡过危机，准备拍卖家产，其中10年前价值200万美元的6艘货船，如今仅以每艘2万美元的价格拍卖。他于是，他像猎鹰发现猎物一样，极为神速地前往加拿大商谈这笔生意。 这一反常举止令同行们瞠目结舌。因为当时海运业空前萧条，1931年的海运量仅为1928年的35％，老牌海运企业家们避之唯恐不及，奥纳西斯在这样的情况下投资于海上运输，无异于将钞票白白抛入大海，因此有人甚至认为他丧失了理智。 其实，这种担心是多余的。奥纳西斯清醒地看到，经济的复苏和高涨终将代替眼前的萧条。危机一旦过去，物价就会从暴跌变为暴涨。如果能乘机买下便宜物品，价格回升之后再抛出去，转手可得暴利。海运业虽暂受冲击，但随着经济的振兴，必有复苏之日。 奥纳西斯谢绝了朋友们善意的劝阻，一意孤行，果断地将这些船只全部买下。果然不出所料，经济危机过后，海运业的回升居于各业之首，奥纳西斯从加拿大购买的那些船只，一夜之间身价骤增。奥纳西斯一跃成为海上霸主，他的资产几倍、几十倍、几百倍地迅速增长。1945年，他跨入希腊海运巨头的行列，又一位希腊船王从此宣告诞生。 政治动荡、经济危机、天灾人祸……在这些非常时期里面，敢于冒险就容易把握机遇，从而瞬间致富。 创业者的“死穴”之四：贪大求全死得快： 企业在创建以后，成长是一个必经的过程。 如果过分追求成长的速度，无异于拔苗助长。其实，企业经营好比一场马拉松比赛，不是看谁现在跑得快，而是看谁能在关键时刻跑到别人前面去。 在创业过程中，当企业效益逐渐凸现后，创业者不能一味地扩大营运规模，而应关注并妥善处理资金预算、市场预测，以及材料、人员等相关要素的协调管理问题。 如果对这些问题没做好充分准备，那么高速的增长只能带来巨大的风险。