The Five Pitfalls Of Entrepreneurship

Many people sitting there may have a dream. Some people want to start their own business. Some people dream of becoming a CEO of a big business someday. Some people want to become the best technical personnel in a large enterprise. No matter where you dream, I would like to say today that from an enterprise, we can see that the changes of these companies in the Nasdaq market, in the process of management alternation and renewal, in fact, I think it is very, very difficult for an enterprise to start from creation to success.

It is more extreme to say that a company's success has its contingency and its failure has its inevitability. Even if you do everything right, you may not succeed. It may also have some opportunities and some contingency. But if one thing is not done correctly, it can almost affirm that you are going to fail. This is not to pour cold water on everyone. Rather, we should realize this problem. Androgrope of Intel company of the United States has a book called only the paranoia survive, which is plated into "paranoia only to survive".

我不知道医学中偏执狂怎么定义，我不认为该叫偏执狂，也许我医学上比较无知，实际上其概念的翻译更准确的是一种神经过敏的人，就是天天认为有人要害他，天天认为他要失败，天天认为到处是陷阱，这种人就叫paranoia，也只有这样的人才能在商场中生存下去，所谓商场如战场，所以处处有陷阱，如果你抱着我是北大MBA，所以我会怎样怎样，那么等待你的多半是一个跟头接一个跟头的失败，而相反，你要觉我怎么这也不懂那也不懂，这样有危险，那样更危险，有这种危机感时，你的企业才可能生存下去，我们要天天处于这种paranoia中，如果你不能enjoy这种paranoia的话，那么你就不要创业，也不要做职业经理人，因为他要天天经受压力，而且要真正体会到一句名言叫“the journey is the world”，过程是最重要的，而不是天天梦想着一种结果。

Why do we say there are so many traps in entrepreneurship?

Let me sum up, from the establishment of an enterprise to a world-class company, I do not think I am qualified to talk about this, but I think so, this is my dream and the dream of Yaxin, that is, to become a world-class enterprise, it is necessary to pass these five barriers: first, business and business is the hardest part. But when you do the most to a business, you will find it the most difficult and the easiest way to start a business. Why?

People familiar with Silicon Valley know that there are a group of people in Silicon Valley. We jokingly call it a professional entrepreneur, called professional eatraprisonear.

He is to create a company, then sell or go public, and then create a company, it can also be listed or sold, some people can make more than seven or eight dozen companies in their lifetime, and some people may not make a company in their lifetime, so there are laws that can be found here. Not everyone imagined, 99% of them failed and 1% of them succeeded.

The most difficult part of starting a business is people. The passion for starting a business is the most important thing for an enterprise. When Zhang Zhaoyang, who spoke with me at the fortune forum, dropped to a dollar below Sohu's stock, many people had such opinions and arguments about him.

但是我很欣赏财富杂志主编的话：“也许张朝阳本身有很多缺点，也许田溯宁，也就是我的搭档，也就是亚信的前任总裁，他的宽带梦可能不一定像他想像的那么容易实现，但是他们血液里的那种激情，正是创业者所需要的，也就是说，不管别人怎么说，我就是要做，当然创业不是光靠激情就够了，但是没有这种激情，就几乎不可能渡过企业的艰难过程，就像赌博，下赌注的人靠的通常都是激情，一个冷静的、理性的人，他要赢的概率达到51%，甚至将它与未来的收益相比，仍然不是你应该做的事，没有这种信念，信心和激情，没有准备吃苦的精神，那么创业就不应该是你的选择，但是我想很多人仍然会选择创业，因为在创业过程中，一步一步地给你带来的那种回报，一种刺激，都会给你很大很大的reward。

In addition to passion, we should also have a good spirit of innovation.

In this regard, Peking University has a unique advantage. In Peking University, there are many successful businesses in Peking University, because in the culture of Peking University, there is a spirit of pursuing independence, pursuing freedom and being unconstrained. It has the pursuit of independence from others. If you always want to take a shortcut to see what is successful and then follow suit, it is usually impossible. If a person keeps learning from others, he will always be lagging behind, and the gap may be bigger and bigger. Therefore, the spirit of innovation plays an important role in the process of starting an undertaking.

Two, business philosophy, I am sorry, I am not saying that we are not a generation, not that.

From small to large, we were told that making money was dishonorable. When I read the Road ahead of Bill gates, I saw a little story he told us, which reflected the difference between the way of thinking of young people in China and the United States. When he wanted to do the operating system, he saw a magazine in a middle school when he read a magazine in a middle school. One day, a company made a small calculator. It used a software and wanted to do it very much. He thought it was five thunder to go to the top. This is bad. What can I do when someone in the market rob me?

I think a middle school student has a concept in the process of starting a business. Someone wants to grab me to eat. I have this sense of competition, the concept of market competition.

I don't know how you are sitting. Anyway, I was still thinking about how to win the Nobel prize. I hope we all have made great progress in business, and this is indeed the most difficult.

In fact, the website has been abandoned by the stock market. We do not mean that there are any defects in the management of the company's managers. The main reason is the lack of business philosophy.

So, what Yaxin wanted to do was ICP. What AsiaInfo wanted to do was sell the Info of Asia and China on Internet, but I found it unworkable. This is the first time that our company's business philosophy has encountered problems, that is, the so-called Badness plan do not work on.

At the end of 97, there was an argument at the top of the company. At that time, it was the climax of the dot.com listing. The website was surrounded by auras. Our company has already made four or five websites for others. Our company is wondering if our developers can make three websites in the evening. Why do we not make our own websites and give the potential to others?

I was strongly opposed to this view of a person, I said, if our employees can make three websites a day, then even if other employees in China are ten times more stupid than we are, then they can make a website on the 10 day, and make money in such an accessible field.

Of course, there may be other argument support for this view. There are also patterns of making money like Yahoo and amazen, but a fundamental problem is that it is too difficult to earn money in such a low entry area, and of course earn money, such as restaurants. The key is what we want.

Of course, after discussion for a long time, we feel that we have to choose an industry with high barriers to entry, which can meet the characteristics and location of the company. For a start-up enterprise, almost 90% of the company's Kill will be lost because there are too many misunderstandings, and the road to success is so small.

To understand the market, but the market is not so obvious, I have a theory called 30% and 70%, if you only have 30% information to make decisions, then your decision must be blind, but if you are in control of 70% of the information, you are still hesitant, so when you finally make a decision, it is already late.

Because in the fierce competition, hundreds of wolves are staring at every piece of meat. If you don't catch him when you find it, then it's not yours.

Therefore, the creation of such a company, neither early nor late, depends entirely on the grasp of opportunities, you have a idea, unlike others, but also innovative, you can imagine that this is indeed the second hurdle, and this is itself a very large challenge.

I hope I can have a management school, like everyone, to learn management knowledge before I do this company. They are useful and can help you analyze a lot of things.

Many people will ask me, how did you set up your business strategy, and you haven't read MBA?

I think it's very simple, because I am very lucky.

I heard a Ph.D. in physics, Zhu Jinwu's speech. He said that I succeed in superconductivity. I have a belief that if others are on the same track with me, then I will have a great chance of success.

When I first saw Internet, it was in 93 years that Internet's passion and impulse continued to move in the back of the head.

At that time, Tian Suning was always more passionate than me. I said, in a word, when he did not understand, he could use ten sentences to move all the people around him.

I think such a strategic direction is very important. You should look for such intuition.

I think there is no precise 30%, but when I do something wrong, I will change it at any time, because I know I don't understand it. According to my intuition, according to this kind of common sense, I can adjust at any time. So when we entered China, we found that ICP could not do anything at all, talk about Internet with 10 people, and 9 people didn't understand what to do.

We choose to do technology, that is, to build roads, so I remember that my first business plan had only three pages, and I also talked about three things. First, I wanted to make system integration, second to be a software center, and third to become China's EDS.

At that time, it was a very distant dream, but now we are heading in this direction.

Three, in fact, when your company grows to a certain level, it is the third step for Entrepreneurs: management.

When you start your business, you don't need to think about any management at all, nor do you use many of the management knowledge you have learned from books.

This may be a bit extreme, but it should be emphasized that if you start using the management experience of a large company, it will bring a very high cost. But if you have that idea, the most important thing is when your company is established, your customer market is the first thing to do is to sell your list. Entrepreneurs often say that there is Idea, but now Nasdaq is popular with proof of your idea.

Your Idea is right, and do not tell stories to investors every day. In the end, you are deceived by stories you told yourself, because you didn't do it.

After such a stage, management becomes very important. When a company grows to 50 or 100 people, it seems that there is no atmosphere for a decision to make a decision. It is very difficult for the first couple to sit together.

At this time, the division of labor in decision-making process becomes a very real problem, that is, how to make a team do things.

There is a big difference between management and operation. Management is more about one thing, and when management is facing more people, it depends on whether you can bring a team out.

I remember that we also experienced such a painful process, because faced with people, in Silicon Valley, when your Idea is recognized by investors, and also after proof, it is easy to set up an enterprise. Why?

Because it has a group of people sitting like you, we call it professional army, all managers, deputy manager level, do sales, do the market, do legal, do financial, as long as money, just like shopping, you can start a company immediately, the success rate is relatively high, because entrepreneurs do not need to care about these problems.

But China can't, because most of our army is still sitting here. Of course, this also indicates that there will be 6 digit annual salary waiting for us. Investors will never be stingy with his money. The question is whether he can find someone who dares to give money and dare to accept his money. Of course, he will give it to you without saying that you dare to, he really wants to see your experience.

What should I do?

For entrepreneurs, on the one hand, he has to run away from the poor army. On the other hand, he has to learn by himself. Many enterprises have died in the process. An important reason is that he has not.