& lt The Secret of Doing Business >

The first chapter is an overview.

Section 1 human desires and needs

Mao, a young man who wants to get rich, but has never made any money, heard that a warm-hearted boss is willing to guide a young man like him in life.

So he came to the big boss's house. I met the big boss, a gentle and kind old man.

He greeted the big boss: "Hello!"

The big boss smiled at him: "Hello, young man, what can I do for you?"

Amao thought about it and said, "I want to ask you, how can I make money?"

The boss was silent for a while and said, "All right, young man, let's go outside together."

Amao followed the big boss out of the door and got on the big boss's Mercedes.

The big boss sat side by side with him in the back seat. The driver drove slowly along the street. The big boss smiled and said nothing.

Amao looked around doubtfully, wondering what the big boss meant.

Cars go through street after street. After many tall, imposing and gorgeous office buildings, many white-collar workers and some people who put on the boss's airs came in and out, and beautiful signs of some big companies were planted outside the building; After passing through many big shopping malls and supermarkets, there are many people shopping in an endless stream. After a lot of various shops, the decoration styles of these shops are different, and the things they operate are also strange, including food, clothes and fun; Passing by many street vendors, they sell snacks, fruits, clothes, socks, insoles, ornaments, jade, and all kinds of strange gadgets and so on; After many pedestrians coming and going, their expressions are different.

After a while, the big boss finally spoke: "Young man, what do you see?"

Amao looked at the big boss blankly: "Too many, what do you mean?"

Big boss: "It has something to do with money."

Mao: "You mean those companies, shopping malls, shops and vendors. . . ? "

The big boss smiled and said, "Yes, young man. Did you find any secrets in it? "

Amao opened his mouth wide: "What secret?"

The big boss said, "Are you thirsty? Let's go down for a drink first. "

The car stopped next to a McDonald's and they got off and entered McDonald's. The big boss asked for two cokes, and the two men found seats to sit down.

After drinking a mouthful of coke, the big boss said, "Have you found out what big groups and small companies, shopping malls, supermarkets, shops and vendors in the office building have in common?"

Amao touched his head and said, "I'm sorry, I'm already dizzy." I don't know what they have in common. I think they are so different. Are they all making money together? "

The big boss smiled and said, "You are partly right. Yes, they are all making money. Do you know what the essence of making money is? "

Amao: "What is it?"

Big boss: "Did you go to a fast food restaurant to eat fast food at noon?"

A Mao: "Yes, I often go to eat, eat that kind of cheap."

Big boss: "suppose you go to a fast food restaurant I run at noon and I earn you some money." Do you know why I earn your money? "

Amao: "Because I'm hungry, I need to eat to fill my stomach."

Big boss: "That's right, young man. Have you ever been to a clothing store to buy clothes? "

Amao: "I bought it. When I have no clothes to wear, or no suitable clothes to wear, I will buy them. "

Big boss: "That's right. Did you spend a little money on newspapers? Did you spend two dollars to see a cheap movie? "

Amao: "Yes, you have to find something to entertain yourself when you are bored, otherwise life is too boring and living is too boring."

Big boss: "That's right. Do you know why those fast food restaurants, clothing stores, newsstands and cinemas can make your money? "

Amao: "Because I need those things, they provide them to me, and then I pay."

Big boss: "That's right. Young man, do you know what to do to earn other people's money? "

Amao: "I feel that if someone needs something, I can provide it to him and I can earn his money." Do you think so? "

Big boss: "Yes, young man, you are very smart." You already understand something. "Big boss paused, took a sip of coke, and then said," young man, you must remember a truth. No matter what you do, you should think about the inherent law of this matter. After you understand this rule, you can handle this matter according to this rule. Through your constant efforts and repeated life tests, you will gradually succeed. "

Amao nodded several times and said, "I must remember what you said." I will try to do what you taught me in the future. "

The big boss nodded and smiled and said, "Very good. Now let's go back to the topic of making money. Have you read any books on economics? "

Amao was a little embarrassed and said, "I didn't. My previous major has nothing to do with this. "

The big boss said, "I can read a little later when I have time." Economics can help you understand the world. "

Amao nodded, and the big boss continued: "In fact, to study the most essential laws of making money, doing business and various business behaviors, we must first study people themselves. Man is an animal with desire. "

The big boss took a look at Amao and continued: "People's desires are infinite. The infinity of human desire promotes the progress of society. In order to satisfy their growing and endless desires, human beings are constantly striving for progress. "

Mao listened quietly.

The big boss said, "Do you know an American named Maslow?"

Amao said, "I don't know."

The big boss said, "He is a famous American psychologist. He wrote a book called Motivation and Personality. "

The big boss took a sip of coke and continued: "In this book, people's desires are divided into five levels. The first level is people's basic physiological needs. Including basic living conditions such as food, clothing, housing and transportation. This is the most basic human desire. "

The big boss took a look at Amao and continued: "For example, if you go to a fast food restaurant to eat fast food and go to a clothing store to buy clothes, they all belong to this level of demand."

Amao said, "Oh, I see."

The big boss continued: "The second level is security requirements. Mainly refers to the demand for security in present and future life. This desire is actually an extension of physiological needs. For example, we need to buy some insurance and need the police to maintain law and order. "

Amao nodded his head.

The big boss took a sip of coke and continued: "The third level is the need for belonging and love. This is a demand of human beings as social people, which mainly refers to seeking a place in their own team and establishing friendship with others. This desire stems from the sociality of human beings. For example, we need to make some friends, young people. Do you have many friends? "

Amao said, "There are some, but not many."

The big boss smiled and said, "You can make more friends in the future. If you have more friends, you will see and hear more. When you encounter something, your friends will help you and it will be more convenient to do things. "

Amao nodded his head.

The big boss continued: "The fourth level is the need for respect. Including self-esteem and respect from others. Self-esteem includes the desire to gain self-confidence, ability, skill, achievement, independence and freedom. Respect from others includes prestige, recognition, acceptance, concern, status, reputation and appreciation. This is people's higher social needs. Young man, do you really want to get ahead? "

Amao blushed: "I have been thinking about it in my dreams, but I am like this now." . . "

The big boss smiled and said, "don't worry, young man, you are still young, and your life needs to be honed." As long as you work hard, you will become what you want. "

Amao nodded his head.

The big boss continued: "The fifth level is the need for self-realization. This is the need to grow, develop and utilize one's potential abilities. This need includes the pursuit of truth, goodness and beauty, the pursuit of self-improvement, and the desire to realize one's ideals and ambitions. This is the highest state of human desire. Young man, you must have many ideals when you were young? "

Amao said, "Yes, when I was young, I worshipped some scientists, militarists, parents and teachers." But I haven't done anything now. "

The big boss smiled and said, "Keep working hard and don't worry. Many people are late bloomers, which requires some environment and opportunities. As long as you work hard, when you look back on your life in the future, you will find that you have done a lot of useful things for the society, and you can do it without wasting time. "

Amao nodded his head.

The big boss continued: "No matter whether Maslow's theory analyzes human desires completely, correctly and in place. But his general meaning can be understood as that human beings have many desires and can be divided into many levels according to their priorities. For example, when there is no money, we will solve the problem of food and clothing first; When you have some spare money, you can sing KTV, go clubbing and have fun. When our bank deposit can afford the down payment, we can buy a house; Then you can buy a car; When we have time, mood and money, we can travel. "

Amao nodded his head.

The big boss went on to say, "people's desires have triggered various needs in business. For example, fast food you eat, clothes you buy, newspapers and movies you read. As I mentioned earlier, large groups and small companies in office buildings, shopping malls, supermarkets, shops and street vendors all have one thing in common: they are all meeting some needs of consumers. "

Amao suddenly realized: "I see! You are absolutely right! "

The big boss smiled and said, "So, if you want to make money, you must first study the needs of consumers." Demand is the foundation of economic life. The various needs of human beings have triggered the complex economic life of human beings, thus producing a huge and complex economic chain. "

Amao said, "I see."

Section II Industrial Chain

The big boss said, "Do you know the Forbes rich list?"

Amao said, "Yes, it is often mentioned in newspapers."

The big boss said, "Do you know who is the richest man in the world now?"

Amao said, "Bill, of course. Gates. "

The big boss said, "Yes, who else do you know?"

Amao: "Buffett and the Walton family are super rich."

The big boss said, "Yes, we will mention them later. They hid the secret of wealth. Well, we were just talking about human desires and needs. Now let's go to the country and get some fresh air. "

The big boss and Amao walked out of McDonald's, got on a Mercedes and headed for the suburbs.

Amao looked around the car and kept admiring: "Look, it's beautiful!"

What a relaxing place the suburbs are! There are rolling green hills, all kinds of trees, colorful wildflowers, farmland, orchards, grasslands and sheep. Many farmers are working. The air here is fresh and there is no traffic jam in the city.

Mercedes-Benz stopped at the side of the road, the big boss and Amao got off the bus, each took a bottle of juice and found a piece of grass to sit down.

The big boss said, "Young man, do you know where human beings come from?"

Amao said: "When studying history, the book said that our earliest ancestors lived in the Woods."

The big boss nodded and said, "Our ancient ancestors didn't have such a rich life as we do now. They have no car, no plane, no internet and even no clothes to wear. At the earliest, they could only wear leaves and skins. "

Amao said: "Now hides are very valuable things and luxury goods for the rich."

The big boss smiled and said, "But not then. From the time when those ancient ancestors lived to the present. Our human society has grown from scratch, and many industries have emerged. Understand the industry, or the meaning of the industry? "

Amao said: "I probably understand. Refers to agriculture, construction, transportation, finance, real estate, education? "

The big boss said, "That's right. Now all industries add up to hundreds. Now let's briefly talk about the history of these industries. "

Mao listened quietly.

The big boss went on to say: "Industry is the product of social division of labor, which comes into being with the social division of labor and develops with the development of social division of labor. In ancient times, the tools of production were extremely primitive and the level of productivity was extremely low, so human beings could only live in groups. They work together and live together. Hunting wild animals and collecting wild fruits are almost all their production activities. Without social division of labor and different production departments, the industry cannot be discussed. "

The big boss took a sip of juice: "Compared with our ancestors, we can eat chicken legs, hamburgers, cola and such juice at McDonald's." Our life is so happy. " Of course, if you occasionally go to safari parks or go to wild orchards to pick fruits, you may think that our ancestors actually had a good life. However, at least one thing, they can't have so many weapons to protect themselves in the face of fierce beasts. "

Amao said, "If I am left alone and unarmed, I may be too scared to walk in the face of a tiger."

The big boss smiled and said, "With the slow development from Paleolithic to Neolithic, the production tools of human beings have been gradually improved. More and more people hunt wild animals and collect wild fruits. They began to raise unfinished wild animals and plant unfinished wild fruit seeds. At this time, agriculture was separated from human hunting and gathering activities, and human production activities took a major turning point, and social division of labor began to appear. Agriculture became the decisive production department of mankind at that time. "

Amao said, "I did what my ancestors did. I had a puppy when I was a child, and later I gave it away. I also planted a peach tree, which bears peaches many times. It is big and sweet. "

The big boss said with a smile: "With the continuous progress of production tools and the continuous improvement of productivity, three major social divisions have occurred one after another. Engels believed that the first social division of labor occurred in the Neolithic Age of primitive commune, and animal husbandry was separated from agriculture. The second social division of labor occurred from the end of primitive commune to the beginning of slave society, and handicraft industry was separated from agriculture; The third social division of labor took place in the early slave society, and commerce was gradually separated from agriculture and handicrafts. During this period, the merchant class specializing in commodity trading gradually formed and commerce began to be independent. After three major social divisions, industrial sectors such as agriculture, animal husbandry, handicrafts and commerce have actually formed. "

Amao said: "Our ancestors were not easy. I feel that many things are happening every day in the world now, but every progress takes thousands of years and tens of thousands of years. "

The big boss smiled and said, "Yes, young man. Of course, how to analyze these social divisions of labor academically is what historians should study. In a word, we can know that we humans have gone from ancient times to the present step by step. From wearing leaves and skins to all kinds of gorgeous clothes now. It's not a day or two. "

Amao nodded his head.

The big boss continued: "With the further development of productive forces, the social division of labor is further deepened. 65438+The first industrial revolution broke out in Britain in the 1960s, which made the major industrial sectors in Britain have a transition trend from manual production to machine production. Since then, the large-scale industry of machine production has gradually replaced agriculture and become the leading force of social and economic development. Then at the beginning of the 20th century, the second industrial revolution broke out, which showed the rapid development of the railway and steel industries, and the dominant position of the industry was further consolidated. The social division of labor has further developed in depth, which is manifested in the continuous emergence of emerging industrial sectors and the increasingly detailed industrial division of labor. "

Amao said: "Now we have computers and the Internet. It is said that we are in the era of information revolution, and there may be a biotechnology revolution next. "

The big boss said, "That's right. That's how we humans make continuous progress. Now we have many industries, some of which directly serve human beings, such as providing food, clothing, housing and entertainment. Others serve mankind indirectly. For example, steel from steel mills is used to make cars, airplanes, furniture, etc., and is ultimately for human use. These industries are divided into many levels, some provide the most terminal consumer goods, some provide the lowest raw materials, and one level serves another level, one after another, which finally constitutes a very complex industrial chain. But no matter how complicated this industrial chain is, it ultimately revolves around the core of human needs. "

Amao said, "I feel like the solar system. No matter how far away from the sun, the planets revolve around the sun. And our human needs are this sun. "

The big boss said, "Well said, young man. All these industrial chains constitute the framework of our whole social economy. The solar system can be influenced by external forces, and we can call this external force the hand of God. "

Amao said: "This must be a huge and irresistible magic."

The big boss said, "Yes, our economic industrial chain can also be regulated by a force similar to the hand of God, just like the solar system."

Amao said, "What power is that?"

The big boss smiled and said, "Let me ask you a few questions first."

Amao said, "Go."

The big boss said, "Have you ever wondered why stars and singers have high incomes? And the best engineers earn less than a few tenths of the annual income of star singers? Why are equally smart college students and engineering students earning more than history students in the future? Why is the income of ordinary workers in developed countries higher than that in underdeveloped countries? "

Amao let out a cry and opened his mouth wide and said, "I'm surprised by your question, too." I have always wanted to know the answer. " Why on earth? "

Section III Consumption, Circulation and Production Fields

The big boss pointed to the mountain ahead and said with a smile, "Young man, let's go to that mountain."

Two people get in the car.

The car drove along the Panshan Highway to the top of the mountain. Outside the car, there are green trees, red flowers, birds and squirrels, and the flowers in the car are overflowing, which is intoxicating.

The car stopped at the top of the mountain and they got off.

Amao found himself high above and could look down in all directions.

He saw a big lake in the distance, sparkling, islands and waterfowl flying around.

Amao said, "This lake is really big. Do you know that?/You know what? There is also a big lake in my hometown. The lake is deep and clear. When I was young, I often went fishing and swam in the lake. This lake is a paradise for children and the lifeblood of local farmers. Many paddy fields in Fiona Fang are irrigated by lake water. A long time ago, local people would fight for the water in the lake. "

The big boss said, "How did the lake get to those rice fields?"

Amao said, "There are many rivers and ditches. The water in the lake first flows into many small rivers, then branches from each river to the Grand Canal, then branches from the Grand Canal to more small canals, and finally reaches every rice field. "

The big boss said, "Do you know? Our lake is as important to our city as the lake in your hometown is to local farmers. Most of our drinking water comes from this lake. "

Amao said, "Then we should protect the water here. If you find that you drink dirty water every day, it will be really uncomfortable. "

The big boss said, "Yes, young man. How do you think the water in the lake reaches every family in the city? "

Amao said, "I think it should go through the waterworks first, then through large and small water pipes, and then reach every family."

The big boss said, "That's right. Can you imagine what it would be like without those water pipes? "

Amao said, "That seems terrible. The water in the lake can't reach every household. What if I drink water? How about taking a bath? What about washing clothes? Do I have to buy buckets of pure water from the supermarket every day? That's hell. I think I have to dig a well myself. "

The big boss said, "Where did you buy your clothes?"

Amao said, "Clothing store."

The big boss said, "Why don't you go to the clothing factory to buy it?"

Amao said, "Who knows where that damn clothing factory is? Do you want me to go to that factory with a magnifying glass in order to buy this dress, just like Tang Priest's Buddhist scriptures? I saw it in the clothing store and bought it. "

The big boss said, "Where do you usually buy fruit?"

Amao said: "Sometimes in the supermarket, sometimes in the fruit stand."

The big boss said, "Where are you going to buy newspapers? Where can I buy books? "

Amao said, "Buy newspapers at newsstands and books at bookstores."

The big boss said, "Have you found that canals and water pipes are the same as those in these clothing stores, supermarkets, fruit stalls, newsstands and bookstores?"

Amao said, "I see. Lake water flows into rice fields through canals. These products reach consumers through clothing stores and supermarkets. "

The big boss said, "Yes, young man. Products go through some circulation links from producers to consumers. Have you ever thought about being your own boss? "

Amao said, "Yes, but I don't have that much money now, and I don't want to do any business."

The big boss said, "If you become a boss, you must spend time studying these circulation links. Now there is a science that specializes in how to transfer products from producers to consumers. It's called; Do you know? "

Amao said, "I've heard of it, but I don't know much about it."

The big boss said, "There is a famous marketing expert, an American named philip kotler."

Amao said: "It is an American again, and Maslow, who studies desire, is also an American."

The big boss said, "Yes, Americans are indeed ahead of the world in many ways."

The big boss took a sip of juice and continued: "kotler called producers, consumers and intermediate circulation channels."

Mao listened quietly.

The big boss continued: "He gave a professional definition, saying that the distribution channel refers to all enterprises and individuals. When they transfer from producers to consumers, they acquire the ownership of a certain commodity or service or help transfer the ownership. Do you think this definition sounds laborious, young man? "

Amao said, "Yes, I need to understand it. However, I feel much better when I think about those canals and water pipes. "

The big boss said: "kotler believes that a distribution channel mainly includes merchants and agents, that is, clothing stores, supermarkets and newsstands. It also includes producers and consumers as the starting point and end point of distribution channels. "

Mao: "I probably understand."

The big boss said, "We can also divide this distribution channel into three regions. The first is the consumption area where consumers are located, the second is the circulation area where circulation links are located, and the third is the production area where producers are located. "

Mao listened quietly.

The big boss continued: "in the field of consumption, consumers put forward what they need and how much they need according to their own desires and needs." In the field of production, producers decide what to produce and how much to produce according to the needs of consumers. In the field of circulation, products are transferred from producers to consumers. "

Amao said, "I see. Lake water flows into rice fields through channels. "

The big boss said: "consumers should pay certain remuneration to producers and circulation links while meeting their needs." If we want to make money, we must be in the field of production or circulation. Bill Gates belongs to the production field, and the Walton family belongs to the circulation field. "

Amao said, "I see."

Section IV Fields of Production Factors

It is getting late.

The big boss said, "Let's go home and I'll treat you to a light meal."

Amao said, "All right. Thank you. "

They got on the Mercedes and went back to the city.

The car stopped next to a fast food chain.

The big boss said, "The braised pork mixed rice in this shop is good. Have you eaten? "

Amao said, "I have eaten several times. Eating here is fast, delicious and cheap. "

Big boss: "Then let's eat here."

Amao said, "All right."

Everyone ordered a 1: 1 braised pork rice, a bowl of soup, a glass of grape juice and a boiled egg.

The two chatted while eating.

The big boss said, "Do you think I am stingy?"

Amao said, "Oh, no, you can't say that."

The big boss smiled and said, "It doesn't matter if you think so, because I am also very stingy with myself." I eat simply and dress simply. How much is this shirt you are wearing? "

Amao said: "I bought this one when the clothing store had a discount, as long as it was 40 yuan."

The big boss smiled and said, "Do you know how much my shirt costs?"

Amao said, "I think it should be a famous brand."

The big boss shook his head and said, "No, I bought it at a discount, and it's cheaper than yours, as long as it's 35 yuan."

Amao said, "Why do you wear it so cheaply?"

The big boss said, "When I was young, I envied the luxurious life of others, but later, my mind gradually changed." . Now, in my opinion, the purpose of making money is not to live a luxurious life. Luxury life can indeed bring some pleasure at some time, but it can't bring real happiness. "

The big boss took a sip of grape juice and continued: "The most important thing is to have a tolerant and loving heart and help others more." In this way, I will feel happy. In addition, you should be more curious about the world around you. You can look at the grass by the roadside and feel the passing wind. "

Amao nodded his head.

The big boss pointed to the boiled eggs on the plate and said, "When we want to eat eggs, we can buy eggs laid by chickens from the supermarket. Chickens decide what and how many eggs to lay according to our requirements. Simply put, the distribution channel is such a truth. But there is still a problem that we have not considered. "

Amao said, "What's the problem?"

The big boss said, "Do you know how chickens lay eggs?"

Amao said: "Lu Xun said that cows eat grass and milk is squeezed out." How about this chicken? I know they eat millet, rice grains, feed and small stones. "

The big boss said, "Yes, young man. Farmers who raise chickens should first build henhouses and prepare food for them, and then lay eggs when they grow up. Do you know what the situation is like in the factory? "

Amao said, "I think factory owners should first build factories, prepare machines, and then hire workers before they can produce products."

The big boss said, "Yes, that's right. You mentioned several concepts, factory buildings, machines and workers. This is what economics says. "

Amao said, "What do you mean?"

The big boss said: "these are called factors of production in economics, which means that producers must have some conditions to produce products." If a factory wants to produce, it must first have factories, machines and workers. As the saying goes, a clever woman can't cook without rice. If there is no smart woman and no rice, how can she cook? "

Amao said, "That's right."

The big boss said: "The factors of production include several things: labor, capital, land or natural resources, and entrepreneurial talent." Do you know the meaning of labor? "

Amao said, "I don't quite understand."

The big boss said, "It is an abstract concept, just like the concept of matter in philosophy. Simply put, the labor force refers to the labor force, that is, ourselves. When we work in an enterprise, it becomes the production factor of labor. We are smart women who cook. Without a smart woman, we can't cook and no one can produce. "

Amao said, "I see, when I work for the boss, I become the production factor of labor."

The big boss said, "Yes, that's right. The boss will pay you. Because of the differences in skills and training levels among workers, there will be differences in wages. For example, in general, students studying engineering will earn much more in the future than students studying history. "

Amao said: "I used to study computers, but I think writing programs is a very boring thing." I have been very unhappy at work in recent years and have not made any money. "

The big boss said: "We should try our best to combine our future development with our interests and advantages, foster strengths and avoid weaknesses, and give full play to our value. From an economic point of view, you should pay attention to discovering what is the scarcest resource in yourself, and the scarcest resource can get the greatest value. "

Amao said, "I don't know. I have to think about it. "

The big boss said, "Then think about it first. Let's go back to economics. If workers have special talents, they can create huge benefits for the boss, and the boss will be willing to pay workers much more than the general wage level for their special talents. In economics, these special talents are also regarded as scarce resources, and the high remuneration paid for such resources is called economic rent. Those red and purple singers and movie stars have high incomes because their bosses pay high economic rents for them. "

to be continued ...

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