DON’T BE EVIL (不作恶)
——六六在中欧商学院的演讲稿
来源:本站 作者:六六 2011年05月28日
我在半年前受邀到中欧演讲的时候,接到的题目是:社会可持续发展性投资,我当时就傻眼了。我猜想他们肯定没有意识到我是一名作家,且最高学历大专。我当时跟我的导师求助,问他,这个题目怎么解啊!我不会啊!
我的导师跟我说,说你擅长的,说你懂的。学会破题。不破不立。
我于是把这个题目拆解成“社会”“可持续”“发展”“性”和投资。我决定选取这五个章节中我最擅长和理解的第四部分。
既然这样,我就不用准备了。
我继续忙活我自己感兴趣的话题,我在做中小企业生存现状的调查,并想写个故事。我一直在探究的一点:具有什么样的素质,才能使一个企业家脱颖而出最终成为霸级企业的领导者。这是我感兴趣的问题,其实我估计这也是在座各位感兴趣的问题,说到底就是,怎样才能成功,怎样能成功得久一点。
结果,我出发前半个月,中欧告诉我,此届论坛的主旨是企业家的社会责任,希望我能围绕这个话题谈些内容。
我于是陷入两难中,一方面是学术的要求,一方面是论坛的要求,另一方面是我自己的兴趣,我如何把这三点能在一次演讲中统一起来又不用花我太多时间,同时在座的各位又感兴趣呢?我要找出一根线,一根能贯穿的线,它是个共同点。就好象英文的一个笑话,说在英文句子里,你在结尾加上一个词,这句话始终成立。这个词是什么呢?有谁知道?
IN THE BED。今年我三十七岁,IN THE BED。今天我很高兴,IN THE BED .我的投资回报率很低,IN THE BED。
我现在,就要找到这三者之间的IN THE BED.
社会可持续发展性投资的关键词是什么?是可持续。为什么?因为投资的目的,是为了赚钱,大家都想赚钱,而且想长期稳定赚钱。如果只想赚一次快钱,就去赌场了。风险太大,由可能血本无归,傻子才这样投资。但怎样才能持续赚钱?
企业家的社会责任是什么?也是赚钱。没赚钱先捐款的,那肯定不是个好企业家。你赚钱了,你才能贡献更多的税收,提供更多的就业机会。
成为伟大的企业家的标志是什么?肯定不是写了独立宣言。伟大的企业就是能够长期的稳定地在一段时间能成为时代的标志——-赚很多的钱。
所以,赚钱,是这三个主题的IN THE BED。
但,怎样才能赚钱,长期稳定地赚钱,最终赚成伟大呢?
这才是演讲的主题。
我今天演讲的题目是DON’T BE EVIL.
DON’T BE EVIL这句话,是一个企业的MOTTO,有谁知道这是哪个企业的MOTTO?我个人认为这个企业就称得上本世纪最伟大的企业之一。而且我特别喜欢和欣赏这句话。
对这是GOOGLE的SLOGAN。
持续赚钱的唯一秘诀就是不做恶。为什么?
人是社会人。整个社会有两种SITUATION,一种叫WIN WIN .另一种叫LOSE LOSE。你对我好,我对你好,就很容易得到利益最大化。而你对我不好的结果,肯定是我对你也不好。情绪是一种传染病。今天你去电信受了气,你肯定要找另一个渠道发泄出来,你就把这个负面情绪传染给婚姻或者同事甚至孩子。这就像一块石子投进水里,它会泛起好几圈的涟漪。这个就是恶性传染。
我们现在这个时候就处于一个极其糟糕的恶性传染环境中,也就是双输局面中。
我们指责这家企业加瘦肉精了,那家企业三聚氰胺了,这里有地沟油了,那里有假药假烟假酒假文凭了,这种负面情绪会带给你什么结果?他做了,我没做,那我就吃亏了,我也做。
结果呢?
我们生活在一个不安全的社会里,彼此都要设防,我们需要花大量的时间在建立信任上。契约在这里是不成立的。在契约外,我们要加上私人交往产生的信赖做不背书。我们把时间有一半浪费在非创造上。信任就节约了成本,不信任就增加了成本,而成本就是赚钱首要考虑因素。
我们每个人都在指责社会这里不好那里不好,国家不好,制度不好。不仅仅是你们,我也指责。我本来来的时候就跟中欧说,你不能让媒体在这里,因为媒体在这里,我不能畅所欲言,我要讲企业责任就是多赚钱,赚问心无愧的钱,包括不偷税漏税,不做假账。但你做这些事,需要有相应的环境来配合。比方说,政府要提供好人以做好人的空间。你如果一把把我所有的利润都收走了,我辛苦干一年下来没得到我应得的份,那你就在逼我做假账,逼我逃税,整个社会的结果是,没一个人的屁股是干净的,经不起考验。所以我们谈企业家的责任,首先要谈政府的社会责任。这个政府,你提供给大众公平光明的环境了吗?你与民争利了吗?你把国家在当企业经营,把老百姓当成为少数人谋利的工具了吗?你政府如果做得不好,体制不好,制度不好,就会导致现在很多恶劣的局面。
这原本是我想说的话。
但我昨天晚上再想一想,这个问题的根源在哪里?我们从哪里开始扭转?怎样摆脱这种LOSE LOSE的局面?其实很简单。DON’T BE EVIL。不作恶。我开始想的是要给好人以做好人的空间。但是,在我们没有足够的做好人的空间的时候,我们能为现在的糟糕局面做些什么?非常简单,就是我不参与。我不成为这个圈子的一分子,我跳出来,我做不了好人,但我首先保证我不是坏蛋。
这就包括了:1.我不欺骗。我不去兜售我自己都不会购买的产品,我维持自己的良好口碑。
2.我不去指责。因为我一个手指指向别人的时候,我四个手指在指向自己。我知道我这个圈子里,有人豢养写手,有人抄袭,有人霸占别人的作品欺压没有出头的新人。他们暂时看起来,比我富裕,比我钱拿得多。但我既不去指责他们,我也不去效仿他们。因为我相信一点,公平的环境除了靠制度和法律来约束,还有时间的洗礼。意思是,别人在做瘦肉精,别人在做三聚氰胺,他们短期看赚钱了。但走了捷径的人,你让他们再走很艰苦的路,他们就不肯了。你一次加瘦肉精赚钱了,你会就此罢手吗?你不会。你会持续做下去,一直到被人发现。于是,双汇二十多年的品牌,只要二十多天就倒了。大厦建起来需要好些年,大厦的维护需要终身,而大厦的瞬间倒塌,只要一架飞机。短期看,有些人比我更快地达到成功,但我也更高兴地看到,再过一段,这些人就消失了。再过一段又消失了一批。
伟大的企业和企业家就是这样出来的。用伍迪艾伦的话说:80 PERCENT OF SUCCESS IS JUST SHOWING UP。别人如流星划过天空,闪亮一秒就消失了,而你做个灯塔,天天闪。大海航行的船,肯定不是靠流星指引方向,他们只看灯塔。丁书苗牛吧?牢里了。周正毅牛吧?牢里了。黄光 裕牛吧?牢里了。DON’T BE EVIL。任何一个跟EVIL有可能有关的事,我都不干。我每坚持一年就会看到一批比我光辉的人倒下去。我就从不光辉到一点点光辉到很光辉,到现在在这里做报告了。其实你们也一样,只要坚持这个信念,然后等着哪天我的信念坍塌,你们就可以加上一句,六六牛吧?牢里了。
我曾经投过一颗石子,这颗石子没投好。我写了蜗居,社会影响很大,但显然不是很好。原因是,它引发了一系列的探讨,它让很多男女都困惑,它让人觉得绝望。我的本意,只不过是想说,如果每个人都做一点点小恶,社会累积起来就成这个样子了。
我于是换个视角,你们企业家有企业家的责任,我有我作家的责任。我再写一本心术。我投一颗好的石子,告诉你是,现在,我们的社会有各种各样的问题,问题已经累积到领导要提出和谐社会了,要提高维稳经费了。但这些问题的解决,显然不是提和谐口号和提维稳经费能解决的,它需要方方面面的努力。我一方面不断在说,人与人的对立是不正常的,人和人之间不该你恨我我恨你,你提防我我提防你。因为这违背了我们当初从动物进化到人的原因。我们之所以能够在过去的一万年里凌驾于地球生物之上,很大原因是我们不是厮杀残害和防备的关系,我们进步是因为我们合作。我们因为合作才能快速分享知识,避免重复地失败,把各自的特长发挥到最大,如果重新走向对立提防,结果肯定是倒退,不说回到猴子,至少是回到财富增长以前的状况。这是我们今天三个议题都不要看到的情况。
我们一方面期待政体改革,另一方面,我们现在,在座的每一个人能够做的事情,就是投一颗好的石子,如果不是好的石子,那就拒绝坏的石子的水波涟漪波及到我。我不参与,我不做恶。我不让现在的状况变得更恶劣。在别人对你不好的时候,你不要以更大的不好去还击,而是远离。在你可以选择对人好和对人不好的时候,你选择好。
也许,今天,你觉得这个做起来有点难,或者对你有失公允。但,满怀希望的生活才是我们向往的,而且你也要相信,所有的一切都是积累。当你把不做恶积累到一定时间,它就是好,就是成功,就是伟大了。
国家会计学院上挂着朱镕基的四个字:不做假账。
长期坚持地不做假账,至少能保证你的企业不被查,不被别有用心的人抓把柄,不必担心受怕,不用把时间花在补漏上,不用把隐瞒得的钱加倍花在罚款上。那么你就有足够的时间去积累财富,去做企业,集中心思和力量,把你感兴趣的事做到最好。最终,也就成功了。
赚钱也好,成功也好,秘诀就在这里。
“本站消息:六六在中欧商学院的演讲稿”上的161条回复
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