Chapter 2 Table of contents

002 The world is not about what you can do, but what you should do. 005 Creativity is a very important part of business operations, but it is only one part, not all, so every job must be implemented in practice. 007 Build yourself and pursue ecstasy. 009 Doing a job, doing a job you like is a good start-up. 011 It is not where your company is, sometimes where your heart is and where your vision is is more important. 013 A soldier who does not want to be a general is not a good soldier, but a general who is not a good soldier is definitely not a good general. 015 The most important thing for an entrepreneur, and also your greatest wealth, is your integrity.

018 The strategy of a small company is two words: survive and make money. 020 If you still want to start a business five years later, you start your own business again. 021 The first thought of surviving is to do well, not to be big. 023 It doesn’t matter if entrepreneurs don’t read much, as long as they don’t study in society. 026 There are no more secrets in today's market, and secrets are not your core competitiveness. 027 Further reading: Ma Yun talks about entrepreneurship 032 The reason why many people fail is not too little money, but too much money. 038 Concepts can no longer be sold in this day and age.

041 It is not enough for entrepreneurs to have passion and innovation, it needs a good system, system, team and good profit model. 043 Your project feels like a business, not a unique enterprise. 045 The more money-making models, the more you have no models. 050 The best patterns are often the simplest things. 054 When building a company, you must consider the value before selling it.If you think about selling at the beginning, you may go astray. 058 People must have something to focus on. There will be more challenges in a person's life. If you change every day, I will be afraid of you.

063 When looking for venture capital, you must share the risk with the venture capital, and you will be more likely to get it. 067 Remember, relationships are particularly unreliable, you can't do business with relationships, and you can't do business with cleverness. 071 Don't be greedy for too much, it is very important to be precise and thorough. When you meet a strong opponent or role model, what you should do is not to challenge it, but to make up for it. 075 There are no excellent ideas in this world, only down-to-earth results. 079 A good thing is often unclear, and what is clearly stated is often not a good thing.

082 If you have read a lot of books, don't tell others. If you tell others, they will keep testing you. 085 If a project or an idea is not unique enough, it will be difficult to attract others. 087 The most taboo thing about strategy is to be comprehensive. We must remember to make breakthroughs in key points. Only when all resources are broken through in one point can we win. 088 Further reading: Ma Yun talks about entrepreneurship 092 Small companies have big minds, while big companies need to pay attention to details. 095 All entrepreneurs should spend more time learning how others fail.

097 Watching your opponent is an important part of strategy, but it doesn't mean you'll win. 099 Strategies are empty words if they cannot be implemented in terms of results and goals. 100 Many things are difficult to measure, ideas are difficult to measure, but results are measurable. 102 Most entrepreneurs push from the micro to the macro, by discovering the needs of some people, and then pushing it to a group of people. 104 People in the 80s should not compete with people in the 70s and 60s, but compete with people in the future and 90s, so that you have the possibility of winning.

105 A business plan is definitely not a sales plan. There are countless details in it and the operation of countless talents. 108 Mengniu is not planned, but made with solid products, services and systems. 110 Strategy is not equal to result. After the strategy is formulated, the result is still far away and there is still a long way to go. 112 Strategy has many meanings. The strategy of a small company is simpler, that is, to live, and to live is the most important thing. 115 Further reading: Ma Yun talks about entrepreneurship 118 One must first understand the needs of the market and customers, and then find relevant technical solutions, so that the possibility of success will be greater.

120 The core issue is to formulate your products according to the market, and the key is to listen to the voice of customers. 123 Free is the most expensive thing in the world.So try not to be free.Wait until you have money before considering free. 125 The word "marketing" emphasizes the need to pursue results as well as the process, not only to "sell", but also to "market". 126 It is necessary to open fewer stores and open good stores. The store does not lie in the number of stores, but in the quality of the stores. 128 A man's mind is magnified by grievances. You will be happier if you have more grievances and less temper.

130 There are values, but no business is called a small white rabbit. If there are too many small white rabbits in a company, it will be a disaster. 132 Integrity is definitely not a kind of sales, nor is it a kind of high-level and empty concept. It is a real word and every detail. 134 Further reading: Ma Yun talks about entrepreneurship 138 Changing culture is hard, but not impossible. 141 A first-rate idea, third-rate execution, I would rather like a first-rate execution, third-rate idea. 143 I think we should pay for the result and applaud the process. 146 In fact, many people ask questions because their answers are all correct.

149 Quality is not just a team, it is also a culture, a system, and a whole set of things. 150 PR is a by-product, because after you solve it, it will gradually spread. This is the best PR. 151 Cultural implementation is the most critical. 155 Not afraid of the sky, not afraid of the earth, but afraid of the CFO becoming the CEO. 158 short-lived passion is worthless, only lasting passion is profitable. 160 Cleverness is the natural enemy of the wise. A fool speaks with his mouth, a wise man speaks with his head, and a wise man speaks with his heart. 165 Doing business is not being a knight.

166 Always think of your opponent as very strong, even if he is very weak, you have to think of him as very strong. 168 Charity must be implemented with a commercial plan and in a commercial form, so that charity can go a long way. 170 Further reading: Ma Yun talks about entrepreneurship 174 I myself would hate to hire someone who is constantly jumping between competitors. 177 Spend more time with your other employees. 179 What is a team?The team is not to let another person fail, not to let anyone in the team fail. 181 Treat your wife as a partner, not as a wife. After 184, you can think big and do things a little bit, including if you invite an MBA and invite a lot of people to help you do it, you are doing it alone now.When the CEO uses me as little as possible, it might be better to have us. 186 Sometimes a high degree of education does not necessarily mean that you can sink yourself down to do things. 189 When starting a business, don't look for a star team, and don't look for someone who has already succeeded.To start a business, you need to find the most suitable person, not the best person. 194 The biggest challenge and breakthrough lies in employing people, and the biggest breakthrough in employing people lies in trusting people. 197 Finding people within the company who can outperform yourself is how you discover talent. 200 I want to do everything by myself, you can't do it all in this world. 203 Always believe that the people around you are smarter than you. 208 Now you need someone who is down-to-earth and who will actually work with you. 210 Further reading: Ma Yun talks about entrepreneurship 214 Every business must make money, free is not a good strategy, it will cost a lot. 215 Leadership is available to everyone in times of prosperity, but true leadership is only in times of adversity. 217 When you encounter a disaster, the first thing you think of is your customers, the second is your employees, and the others are your opponents. 219 Sometimes there will always be a chance if you carry on. 222 Always remember that every success may lead to your failure. Every time you fail to learn a lesson, you may go to success. 223 Irritability is partly due to insecurities or a lack of openness. 225 Being fooled is not because others are too cunning, but because you are too greedy. It is because of yourself that you will be fooled. 229 Maybe one person says you are not convinced, and two people say you are not convinced. When many people say it, you have to reflect on it. There must be something wrong with you. 230 Further reading: Ma Yun talks about entrepreneurship 234 A successful entrepreneur, three factors, vision, mind and strength. 236 Others can copy my pattern, but not my suffering, nor my passion to keep moving forward. 241 People in the 1980s still need to beat, no matter what they do, they need to check the subjective reasons. 244 Even if you are small, you must be unique. 247 If you don't think clearly, it will become a burden. You must take time to think about it. 251 People should never forget their first day's dream. Your dream is the greatest thing in the world, which is to help others succeed. 257 Entrepreneurs' passion is either on the surface or inside. 261 No matter how many resources you have, always think of your opponent as stronger. 262 A result may not necessarily be success, but no result must be a failure. 264 Without a good process, any success cannot be replicated. 265 Always keep others' criticisms in mind, and forget about others' praises. 267 To do anything, you must have a breakthrough, without a breakthrough, it means you have not done it. 268 There are no losers in "Win in China", only the lucky ones. 270 Authority means that when you give power to others, you can have real rights. When you know how to listen, respect, and take responsibility, others will listen to you, and you will have authority. 272 Further reading: Ma Yun talks about entrepreneurship 275 Resume of Jack Ma 279 Postscript