创业人生(壹)：揭秘草根人生的成功之道

时间：2016-11-02 19:17    来源：搜狐读书频道  

　　Foreword 2·序 二

　　Congratulations! Reading this book signals your initiative to be entrepreneurial. An entrepreneurial approach benefits you whether you plan to start your own venture, work with a small team, or join a large organization.

　　What is Entrepreneurship Our favorite definition of entrepreneurship is “creating value

　　beyond resources currently controlled”. That’s exciting–it’s a superpower akin to

　　magic or alchemy!

　　Entrepreneurship is a way of thinking, a way of living, where you take ownership for figuring out better ways of doing things, and end up contributing more to the world than you take–creating value beyond resources currently controlled.

　　Entrepreneurs grow the pie, so we don’t have to fight over the of a fixed number of pieces. Entrepreneurs can reduce the scarcity of valuable

　　祝贺《创业人生》出版!读这本书意味着你可能想成为创业者。无论你想自己创业，和一个小团队一起

　　工作，或加入一个大企业，这本书都会让你受益匪浅。

　　什么是创业

　　我们最喜欢将创业定义为在可控的现有资源之上创造更多的价值，这个定义是让人兴奋的，它类似魔法

　　或炼金术的超能力。

　　创业是一种思维方式，是一种生存方式。在创业中，你可以把握主动权去想出更好的办法去做事，而且你给这个世界做出的贡献会大于从这个世界得到的资源，也就是在现有资源之上创造更多的价值。

　　创业者的行为扩大了市场份额，使得我们不必再为固定的市场份额分配而争斗。创业者可以改善有价值东

　　things such as affordable energy, clean water, excellent education or economic opportunity–things where scarcity often causes distress or conflict.

　　Entrepreneurs don’t let resource constraints–“resources currently controlled”–stop them from thinking, innovating, trying and learning. The quality of your ideas, and your ability to inspire others, enables you to attract the resources needed.

　　Entrepreneurs don’t see a different world other people, but they see the world differently. Where most people see challenges or intractable problems, entrepreneurs see possibilities-and they act to make those possibilities into realities. For many people, 1 and 1

　　make 2. For entrepreneurs, 1 and 1

　　make 11.

　　Entrepreneurs imagine what’s desirable, feasible and viable. Then, they act. They try things, and, in many cases, find a solution. Not every entrepreneurial attempt succeeds,

　　but failure really only occurs when you stop–when you don’t apply what you’ve learned in order to succeed in the next project, or the following one.

　　西缺乏的状况，例如，可持续能源、纯净的水资源、优质教育或经济机会，而这些缺乏的资源总会造成危机或矛盾。

　　现有资源的局限性无法阻止创业者思考、创新、尝试和学习的脚步。

　　他们所拥有的好想法、激发他人的能力会使他们吸引到所需要的资源。

　　创业者会看到和我们同样的一个世界，但是他们看世界的方式却不同。当很多人看到的是挑战或者棘手

　　的难题，创业者看到的却是可能性，而且他们会通过行动将这些可能性变成现实。另外，对很多人来说，1+1=2，但对创业者来说，1+1=11， 甚至更大。

　　创业者总会思考，什么是可以满足需求的、可能的、可行的。然后，他们就会付诸行动，在很多情况下，创业者会不断尝试去找解决方案。

　　当然，不是每个创业者的尝试都会成功，但是只有当创业者不再用从失败中所学到的经验使接下来的项目进步或成功，他们才算失败了。

　　Are Entrepreneurs Born or

　　Made

　　Some people gravitate to entrepreneurial thinking naturally, but all of us are capable of it–and we all can benefit from understanding the entrepreneurial approach. Like Seentao,

　　we believe that entrepreneurial thinking can be learned, practiced and honed like other crafts.

　　Case studies, such as those in this book, let you walk in the footsteps of other entrepreneurs, and imagine yourself in their shoes. Beyond this, trying your hand at entrepreneurial thinking in projects or internships is the way to become innovative. All

　　it takes is choosing to think like an entrepreneur.

　　In Silicon Valley, entrepreneurship has always been as much about mindset as skillset. Moore’s Law, which predicted in 1970 that computer processing power would double every 18 months, wasn’t a law of physics. It was a belief–an expectation-that creative people could continually, boldly innovate for decades to come. This was a big, inspiring

　　idea that became motivating and self

　　创业者是天生的还是被创造的很多人会被别人天生的创业思维所吸引，但事实上我们每个人都具备这样的思维，而且我们可以从其他创业人的经验中受益。就像新道科技所做的，他们相信，创业思维和其他技能一样，是可以通过学习、实践、磨练培养的。

　　通过本书，能让你跟随其他创业者的脚步去感受创业，能让你站在创业者的立场来思考创业，培养你的创业思维，使你在创业项目或创业过程中学会如何运用创新的方法。现在，我们所需要做的就是选择像创业者一样去思考。

　　在硅谷，创业过程中思维方式和技能组合是等同的。1970年，摩尔定律预测计算机的处理能力约每隔18

　　个月便会增加一倍。摩尔定律不是物理法，它是一种信念，一种期望，它相信具有创造力的人会持续显著地改变未来。这是一个非常鼓舞人心的想法，激励人们去实现自我价值。在过去的50年里，摩尔定律激发了信息技

　　fulfilling. It fueled tremendous advances

　　over the past~50 years, enabling people worldwide to access powerful, affordable, mobile networked devices and services.

　　Realize Your Potential

　　We congratulate you on reading this book, and we commend Seentao for championing entrepreneurship education in China. Seentao sees the accelerating pace of change in the world. They recognize that predicting the future is impossible, but empowering students

　　like you to think entrepreneurially prepares you to thrive in a world where constant change is here to stay.

　　Seentao helped a generation of students majoring in accounting and finance to launch into successful careers and inform wise business decisions at organizations nationwide.

　　Now, Seentao is working to unleash entrepreneurial thinking in students of every major. This will have even greater positive impact on students, China and the world.

　　In every country and around the planet, we face big challenges and enormous opportunities; yet, we have

　　术的巨大进步，使全世界的人们可以使用功能强大且可负担得起的移动网络设备和信息技术服务。

　　发现你的潜能

　　很高兴您在读《创业人生》这本书，我们也在此推荐新道科技成为中国创新创业教育的拥护者。因为新道科技看到了世界的快速变化，而且新道人在知道预测未来是不可能的情况下，努力让像您一样的学生用创业思维思考问题，让您准备好在这个持续变化的世界里生存和成长。

　　新道已经帮助很多会计财务专业的学生成功就业，而这些学生也确实为企业带来了明智的商业决定。现

　　在，新道科技在为激发所有专业学生的创新思维而努力，这将给学生更大的积极影响，甚至会给中国和世界带来积极的影响。

　　世界上的每个国家，都面临着空前的挑战和巨大的机会，但是，能激发像您一样的学生的潜能是我们的追求。

　　never been more well-positioned to unleash the potential of students like you.

　　Thanks to the internet, knowledge has never been more accessible and collaboration has never been easier, enabling unprecedented ability to assess situations, synthesize knowledge and apply it innovatively.

　　Thankfully, learning, innovation and entrepreneurship aren’t sum zero activities. More learning, more innovation and more entrepreneurial activity comprise a rising tide than can lift all boats, all people.

　　Good luck to you on your entrepreneurial adventures, whether they happen in individual projects, small teams, or big organizations.

　　We can’t wait to watch you solve problems, pursue opportunities, and create value in excess of resources currently controlled!

　　Anne Dwane Partner & Co-Founder of Global Silicon Valley (GSV) Acceleration

　　感谢互联网，让知识普遍化，让合作简单化，这是史无前例的，通过互联网，可以创新地评估情况、综合运用知识。

　　学习也好，创新创业也罢，都离不开实践活动。更多的学习、更多的创新和更多的创业活动汇聚成高涨的潮流，让所有人扬帆起航。

　　不论是个人项目、小团队还是在大公司，我们都祝福您的创业之旅一切顺利。

　　我们迫不及待地希望看到你们解决问题，追求机会，且在现有资源之上创造更大的价值。

　　Anne Dwane

　　美国GSV公司合伙人/联合创始人

　　Foreword 3·序 三

　　It is a pleasure to write this foreword for a book that has much importance and value. This book that features case studies of entrepreneurs will be a source of inspiration for

　　many other budding entrepreneurs as well as provide valuable lessons for those embarking on the entrepreneurial journey. Entrepreneurship and Innovation has risen in importance in

　　the last few decades in realization of the value that such practices bring to individuals, communities, and nations as a whole.

　　For individuals, starting a new venture, operating it successfully and creating value for customers provides entrepreneurs with deep satisfaction.

　　They can increase their financial wealth as a result of the venture’s success. They also build their personal knowledge stocks when they develop and implement a new venture. This is also true for entrepreneurial leaders in established firms. The entrepreneurial

　　process requiring intense, persistent and highly focused efforts to improve current performance means that their

　　很荣幸为《创业人生》这本很有价值的书作序。这本书重点讲述了创业者的案例并进行了分析研究，这些案例既是对已经创业者的鼓励，也为即将创业的人提供了宝贵的经验。在过去的十年间，创新创业对个人、社会和国家整体发展的重要性有了显著的提高。

　　对于个人而言，开始创业，成功经营，并且为顾客创造价值，能够为创业者带来巨大的满足感。创业的成功不仅为创业者带来更多的财富，而且在发展和完善创业项目的同时增加了个人的知识储备。这点对在公司内进行再次创业的领导人也是一样的。

　　创业过程中需要热情、坚持，通过高度专注的努力来改善现有表现，这就意味着在这个过程中，创业者会运用

　　knowledge stocks and other cognitive resources are enhanced, helping them to more accurately recognize, and exploit business opportunities.

　　At the organizational level, creating new technology and innovation may be critical to break into an established market or to create a new market.

　　Developing a product that is highly differentiated from existing products and one that creates substantial value for customers contributes to a company’s competitive advantage.

　　There have also been a large number of reports and studies to show the positive role entrepreneurship plays for the wider economy and society.

　　Entrepreneurs boost economic growth by introducing innovative technologies, products and services. Entrepreneurs challenge existing firms to become more competitive and they provide new job opportunities in the short and long term. Entrepreneurial activity raises the productivity of firms and economies and accelerates structural change by replacing established, sclerotic firms. Entrepreneurship has also been linked with poverty reduction, well-being and general economic development.

　　The benefits to society however, will be greater in economies where entrepreneurs can operate flexibly, develop their ideas and reap the rewards.

　　Perceptions are very important when it comes to how entrepreneurship

　　增加的知识储备以及其他资源，帮助他们更准确地认知并开拓更多的商业机会。

　　对组织层面而言，创造新技术、发明新产品可能会冲击现有市场甚至打开新市场。发明一个和现有产品区别很大的新产品意味着为消费者创立了实质价值，而这有利于提高公司竞争优势。

　　已有的大量报告和研究证明，创业在经济和社会中扮演着积极的角色。创业者通过发布创新的技术、产

　　品和服务推动经济增长。创业者的挑战让传统公司更具有竞争性。创业者还提供了短期或长期的工作机会。创业行动取代了已成立但死板的公司，提高了公司的生产力，促进了经济增长，加速了社会结构变化。创业还有利于减少贫困、增加幸福指数和提高经济整体发展水平。

　　在创业者可以灵活经营、实现想法、获得酬劳的国家或地区，社会经济会得到更多的收益。

　　当我们谈如何帮助和鼓励创业时，以下的观念和认知是非常重要的。社会大众对创业的态度会影响大

　　家是否会选择去创业，创业者能力的增长来自于创业中遇到的苦难和当他们开始创业时是否能够得到家人朋友的支持。

　　can be facilitated and encouraged.

　　General society attitudes toward entrepreneurship will affect the propensity of ndividuals to become entrepreneurs, their ability to rebound from business setbacks and the support

　　that they will receive for example, from family and relatives when setting up a new enterprise.

　　Without a doubt, positive attitudes toward entrepreneurship will lead to higher levels of entrepreneurship taking place. These attitudes towards entrepreneurship can be affected by a number of factors such as the level of business and entrepreneurship skills and experience in a country, as these shape the perceived barriers and risks to business start-ups.

　　Generally speaking if entrepreneurs have high status in a society, entrepreneurship can be aspirational; if entrepreneurship is recognized as a good career option with positive incentives, then more people are likely to try it.

　　However, if it is perceived that entrepreneurship requires exceptional capabilities, then less people will be attracted to it. If great stigma is attached to failure, fewer people will be inclined to take risks.

　　This book, which outlines 11 case studies of entrepreneurship in China is hugely valuable given the importance that entrepreneurship is having in society and will continue to have.

　　毫无疑问，积极的创业态度会引领诞生更高水平的创业项目。而大家对创业的态度会被很多因素影响，这些因素会成为创业的阻碍或者风险，例如，一个国家的商业水平以及创业技能和经验是否丰富。

　　一般来讲，如果创业者有较高的社会地位，创业会更有激情。如果创业能够被认可是一个好的职业生涯选择，那么就会有更多的人尝试创业。

　　然而，如果创业被认为需要特别的能力，那么创业的吸引力会降低。如果创业者的失败被大肆宣扬，那么愿意冒险的人就会减少。

　　《创业人生》这本书里写了11个中国的创业案例并进行研究，这本书的价值就是写出了创业在当今社会和未来的重要性。拥有不同背景和不同创业旅程的创业者们的实践案例会对读者自己的未来有帮助，这些案例会给读者以创业经验，也会告诉你们如何面对问题，如何解决问题。而且，读这些案例也会给你自己的创业旅程提供灵感。事实上，这种类型的案例学习，一直是斯坦福大学开发大量创业教育课程的主要方式。这种方式使斯坦福大学成为创新创业的全球领航者和创新创业中心。

　　Practical examples of entrepreneurs who come from varying backgrounds and have traced very different journeys help inform readers of key lessons and issues confronted that will be useful in their own experiences. Reading case studies can also provide a source of inspiration to embark on your own journey of entrepreneurship. It is in fact this type of experiential learning that Stanford University has used as a key method in developing its

　　various curricula and programs for entrepreneurship education, which has helped it rise as a global leader and hub for entrepreneurship and innovation education.

　　Stanford University has always placed entrepreneurial learning very highly and it has done this by encouraging students to be experts in a particular area but be broadly educated. The university places a large emphasis on doing cutting edge research which then helps to attract industry partners where practical based learning can be facilitated more easily.

　　The experiential form of learning using many case studies and practical entrepreneurs in the classroom has proven to be immensely valuable for the students. The success of such a

　　model is evident in the statistics to come out of the university. By 2011, over 39,000 companies have spun out of Stanford University which have

　　斯坦福大学总是安排很多创业学习，这些学习是为了让学生接受知识教育且鼓励学生成为一些领域的专

　　家。学校也重点做一些最前沿的研究，一方面可以吸引业内的伙伴，另一方面也能使实践和教学更容易发展。在课堂上，使用大量案例和引入有经验的创业者已经被证明对学生有无限价值。截至2011 年，斯坦福学生运营的公司超过39000家，并提供了大约540万个就业机会，产生了27000 亿美元的年收入，这相当于世界第十大经济实体。从斯坦福模型我们可以清晰地看出开展创新创业教育的价值。

　　created an estimated 5.4 million jobs and generated annual world revenues of $2.7 trillion, which would have been the size of the world’s 10th largest economy. It is clear to see from the Stanford model the value of fostering entrepreneurship and innovation

　　education.

　　In summary, I congratulate the authors of this book for completing an ambitious but very worthwhile exercise in collating the experiences of entrepreneurs from around China.

　　This book project will go a long way towards helping to create an environment in which individuals can turn their great ideas into reality through the entrepreneurial journey.

　　With more awareness around how entrepreneurship is being played out, this book will help encourage more entrepreneurs to pursue their dreams without inhibition and with greater

　　confidence.

　　(Disclaimer: The views expressed are Rajiv Sharma’s own and not that of Stanford

　　University.) Dr. Rajiv Sharma Guest Lecturer at the Stanford Graduate School of Business & Research Fellow at Stanford University’s Global Projects Center

　　最后，我祝贺编写这本书的作者，从全中国收集创业者的案例是一项巨大但非常有价值的工程。我了解

　　到，这本书只是一个开始，未来还会有更多的相关书籍出版，为更多的创业人将想法变成现实创造环境，让大家带着清晰的想法去了解整个创业过程，这本书将鼓励更多创业者自由、自信地追求他们的梦想。

　　(声明：以上观点仅代表Rajiv Sharma个人，不代表斯坦福大学。)

　　Rajiv Sharma博士

　　斯坦福商学院特约讲师

　　斯坦福大学全球项目中心研究员

　　序 四

　　创新创业教育在中国并不是一个新鲜事物，早在2002年4月，教育部就将清华大学、中国人民大学等9所院校确定为开展创业教育的试点院校，开启创业人才培养的局部试验性阶段。然而，直到2015年5月，随着国务院办公厅颁布《关于深化高等学校创新创业教育改革的实施意见》，以及“大众创业、万众创新”、“众创空间”、“创客”等新名词逐渐走进大学生的日常生活，创新创业教育才在真正意义上迎来崭新的春天。

　　深化高等学校创新创业教育改革，是国家实施创新驱动发展战略、促进经济提质增效升级的迫切需要，是推进高等教育综合改革、促进高校毕业生更高质量创业就业的重要举措。然而，作为一个新事物，创新创业教育在社会共识上尚未高度统一，一些高校教育工作者还纠结于一些概念性的问题，比如“创业能不能教”“高校要不要开展创业教育”。创新创业教育经过十多年的发展后，现如今这些已是不证自明的基础性常识，人们更加关注的是“创业该如何教”“如何分门别类地培养创业人才”“如何基于创新开展创业实践”等。之前，高校往往满足于培养少数几位创业明星，现如今，创新创业教育已经为自己“正名”，它不再是少数人的专利，而是让更多的大学生创新创造成为可能，创新创业教育应该纳入教学主渠道、纳入人才培养方案，进而推动高校创新创业人才培养机制的改革。

　　但基于何种理念、如何实施创业人才培养是一个关键的问题。在过去的高校环境中，想要继续深造和就业的学生都有清晰的通道，但立志于创业的学生一直有“师出无名”的尴尬现象。现在，教育部门顺势而为，给创业的学生明确了道路，各地各高校也建立起分层分类的多元化、个性化人才培养模式，正好弥补了创业型人才培养的短板，使得高校创新创业教育具有更大的通用性、灵活性和实效性。

　　当然，即使在创业氛围最浓郁的东南沿海高校，人人都成为创业者也是不切实际的。一方面还是有许多学生并没有创业的冲动，特别是较难与所学专业相结合去创业，比如建筑专业的学生、师范生等;另一方面，创业比起就业而言，对大学生提出了更高的素质能力以及整合外界资源能力的要求，即使你想创业也未必就能创业，更难言创业成功。但是，创新思维、创业技能、企业家精神等却是每一位当代大学生都需要具备的，这也恰恰是大学生创新创业教育的需求点，也是专业教育与创业教育融合的契合点，也使得“大众创业、万众创新”有了坚实的依据和肥沃的土壤。

　　也就是说，创业不应该只是纯粹的商业活动，更是一种生活方式、思维方式和行为模式。在校生创业固然可喜，毕业后先就业积蓄一定的资源后再创业也是勇气可嘉，即使不选择自主创业，在各自工作岗位发挥好创新创业精神，从事“岗位创业”也是种非常好的选择。可见，创新创业教育要跳出传统思维模式的窠臼，不能为了创业而进行创业教育，关键在于播撒创新创业的种子，而不是制造流水线上的产品。

　　在“大众创业、万众创新”的新时代，每个学生的创业需求都应该得到尊重和扶持，需要得到个性化的指导与发展。由于学生的专业、个性、家庭环境等因素的差异，创业人才培养一定要遵循分层分类的基本原则。创业过程往往繁复艰辛，但创业历程一定会帮助青年学生成长。对每一位大学生而言，创业更像是一次探险旅行，沿途的美景会让所有的辛苦付出都值得，而最美的风景总是在人迹罕至之处等待着勇敢者来发现!

　　在此之际，新道科技股份有限公司遍访全国2700多院校，经过45位院校专家点评，选取11个风格迥异的大学生创新创业案例，聘请导师和高校领导进行案例点评，并将这些案例和点评整理成《创业人生》一书。因此，《创业人生》一书不仅仅是一本大学生创新创业的案例集，更是一份高校研究和反思创新创业教育成效的重要参考，也是一份在校大学生学习创新创业、感受创新创业实践的指引。本书的出版对于大学生创业者个人、组织创新创业教育的高校和学习创新创业教育的在校大学生都有着重要的意义。

　　孙洪义

　　香港城市大学副教授、博士生导师

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