An entrepreneurial scripture written by Ma Yun for young people, this book is must-read for those who want to start a business, prepare for a business, or have already started a business.

It is said that life has sufferings and happiness, and no one can avoid it. The difference is which one comes first for different people. Successful people often experience sufferings first, and then they will enjoy happiness; and the average person is the opposite. In the process of success, it is very important to insist. In the face of frustration, tell yourself: hold on, try again. Because the failure has passed, you will be enjoying the success. Everyone has the same life journey: falling and getting up. The only difference is that winners get up one more time than the mediocre.
Lacking perseverance is the root of failure for most people. The major achievements in all fields are related to the one’s personality. Success depends more on one's perseverance and endurance in adversity than on gift and talent. Bulwer said: "Perseverance and endurance are the souls of the conquerors. They strongly support human to resist destiny, individual to resist the world and the soul to resist materials.
For entrepreneurs, if you want to succeed in business, you must set your mind on the goals, stick to the end and never give up like Ma Yun and Johansen. Do not give up your pursuit, admit failure, flinch or yield to fate even if you encounter thousands of difficulties. If you can be like this, then you may be successful like Ma Yun or Johnson.

Cheng Jie
●President of Juhai Education Group
●Chinese speech leadership authority
●Vice President of Shanghai Anhui Chamber of Commerce
●Consultant of Shanghai Commander Decoration
Over the past eight years, he has personally visited hundreds of successful entrepreneurs and has given lectures in more than 20 cities.
He is an entrepreneur with a sense of mission!
He determined to devote his whole life and energy to donating 101 Juhai Hope Primary School!
He is a best-selling magician!
He has published more than 20 super bestsellers with a cumulative circulation of more than 1.2 million copies.

Chapter I

Entrepreneurship - The Cornerstone of Career Success
Why is my motto "Never Give Up"?
This is because the biggest failure in the world is giving up, which is the easiest thing in the world. So what I want to say is that living is victory. The most painful, as well as the happiest thing in the world is persistence.
——Ma Yun

Lesson 1 Never Give Up
Never Give Up, Don't Give Up / 003
Observe the Industry, Proceed Without Hesitation / 007
A Paranoid Who Dare to Adventure is Likely to Start a Business / 011

Lesson 2 Preparation before Starting a Business
To Do a Good Job, Love It First/ 014
Be Prepared for Hardship / 017
The Road to Entrepreneurship is Covered with Thorns / 021

Lesson 3 Entrepreneurship Requires a Lasting Passion
Passion is the Fuel for Entrepreneurs / 025
People have been Starting Business for Whole Life / 030
Concentrate on One Thing / 032

Chapter II
Business Model - Have Your Own Characteristics
I am convinced that our business model will make money; Amazon is the longest river in the world, 8848002 is the highest mountain in the world, and Alibaba will be the richest treasure in the world. A good company will not last long by blood transfusion; the key is to make blood by ourselves.
——Ma Yun

Lesson 4 Be Creative, Do Not Follow Others
Seek Development in Innovation / 039
Create Your Own Style / 043
Embrace Changes with New Tricks / 045

Lesson 5 Do Not Fight Alone when Starting a Business
Create a Passionate Team and Share the Burden / 049
Find the Most Suitable Partner / 054

Lesson 6 Honesty Helps Build Good Reputation Platform
Keeping Promises is a Treasure / 057
Integrity is Your Amulet / 060
Default is Courting One’s Own Ruin / 063

Lesson 7 Be Good at Cooperation and Achieve a Win-Win Situation
Be Good at Cooperation, Look for Partners to Grow Together / 066
Be Good at Borrowing the Power of Others / 070


Chapter III
Market Strategy - Do Right Things, Do Things Right
From Strategy to Outcome, Companies Need to Implement the Details of Each Process, And Implement Management Mechanisms of Product, Quality, And Service; A Prudent Attitude is Also Needed.
——Ma Yun

Lesson 8 Improve Yourself in The Competition
Fire the First Shot / 077
Knowing Yourselves and Your Opponents is a Whetstone in Competition / 081

Lesson 9 Be Sensitive to The Market, Seize Opportunities and Develop
Seek Opportunities in the Market / 086
The Opportunity is in the Crack / 088
Do What Customers Need, You Will Have a Market / 091

Lesson 10 Be Rational in Business
Seize the Business Opportunity with a Keen Sense of Smell / 095
Behind the Risks are Wealth / 098
Don't Misunderstand Intuition / 101

Lesson 11 Get off the Beaten Track
Small Businesses Have Their Own Rules / 106
The Best Business Mode is the Easiest / 109
Quality is the Life of The Company / 112

Lesson 12 Crisis Is A Turning Point
Grasp Every Crisis / 116
The Style of Generals in The Public Relations Crisis / 119


Chapter IV

Marketing - There is No Difficult Business in The World
Marketing, and Operating in the First Place and Then Sales; Be Business-Oriented, Sales is the Least Important.
Practice Has Proved That in the Era of Commodity Market Economy, The Life of New Products is Continuously Shortening, and It is Possible to be Surpassed and Replaced at Any Time; Marketing Emerged with New Change.
——Ma Yun

Lesson 13 Make Rational Use of Resources
Celebrity Advertising, Enhance Brand Power / 125
Enterprises Cannot Do Without Proper Publicity / 131004

Lesson 14 Apply Commercial Law to Win
Be Flexible / 134
Wisdom from "Zero" to "One" / 136


Chapter V

Entrepreneurial Mentality - Positive Attitude, Confident Life
In this world, there is such a small group of people; whenever we read the newspaper, we would read their news; whenever we turn on the TV, we would watch their news, whenever we walk on the streets, we would hear about their news; as if the world is prepared for him. They are all-mighty and can rule the world. Your goal is to work hard to become such people.
——Ma Yun

Lesson 15 You Should Not Only "Think" but Also "Do" to Start a Business
Dream Should Grow on The Land / 141
Focus on Doing Things / 145
As Long as You Give, You Will Have A Reward / 148
It Takes Courage to Start a Business/ 151

Lesson 16 The Sun in Adversity is Equally Brilliant
Make a Fortune in Adversity / 156
Give Up at the Right Time, Not Always the Loser / 160
Cultivate the Mentality of the Strong / 162


Chapter VI

Corporate Culture - Injecting Fresh Blood into The Business
A Company Without a Culture is a Soulless Company, an Uncultured Website.
It Will Also be a Website That Lacks Aura and Cannot Gather a Lot of Popularity. The Values We Advocate Should Not Be on The Slogan, But on Action.
——Ma Yun 005

Lesson 17 Create a Good Working Atmosphere
Good Working Atmosphere is the Foundation of Business Success / 169
Grow Up in Self-Reflection / 173

Lesson 18 Enterprise Management, be Harsh and Friendly
Mistakes are Allowed; Be Good at Correcting Mistakes / 177
Appropriate Constraints; Institutional Guarantees / 181

Lesson 19 Unity is Strength
The Company Cannot Do Without the Core Team / 185
Cohesion is The Magic Power for Business Success / 191

Chapter VII
Leadership - The Lifeline of Business
Entrepreneurs may have multiple identities, but the most important one is the identity of Leadership. The reason why leader exist is that the work should not be by an individual or distribute all the work to others. On the road to start-ups, entrepreneurs should not fight alone.
——Ma Yun

Lesson 20 Keep Improving Leadership in Starting Business
Compete in Learning and be Strong in Competition / 197
Ordinary People Do Extraordinary Things; Improve Leadership / 201

Lesson 21 Leadership
Leaders Must Capture the Hearts of Employees / 205
Retain Competent and Enterprising Employees / 208

Lesson 22 Leadership Style
Cast Aside Prejudice and Gain the Popularity / 212
Decentralized Authority, Carrot-Stick Method / 216


Chapter VIII

Financing Strategy – be Cautious On Spending Investor’S Money
When Looking for Venture Capital, Share the Risk With Venture Capital.
——Ma Yun

Lesson 23 Financing Management
Save Money and Avoid Unnecessary Expenses / 221
Be Good at Revitalizing Funds / 223

Lesson 24 Financial Cheats
Be a Responsible Taxpayer / 227
Hire a Good Financial Executive / 231


Appendix
2011 Different Values - Ma Yun Does Not Like "Elite" / 235
Ma Yun’s Letter to All Employees in the Spring Festival 2011 / 238
Ma Yun - Competition with Hate is Doomed to Fail (Speech) / 240