人们常说的那些：广告，员工股份分享，经销商入股，网点密集，线下渠道，等等等等——都是不对的！
People often talk about things like advertising, employee stock sharing, distributor investment, dense network points, offline channels, and so on and so forth - but they are all wrong!
我们的秘诀其实就是：本分+平常心。（博文：《我们的秘诀》2016－10－12）
Our secret is actually simple: sincerity + equanimity. (Blog post: "Our Secret" October 12, 2016)
《“不秘”诀：本分+平常心》（2016－10－12）
"The 'Unsecret' Formula: Sincerity + Equanimity" (October 12,2016)
或者叫公开的秘密……就是“本分”二字！
Or, you could call it an open secret… it's just the word "sincerity"!
极其简单但绝不容易，可以一秒钟看“懂”但绝大多数人一辈子做不到。
Extremely simple but definitely not easy. It can be understood in a second but most people can't achieve it in a lifetime.
关于本分是什么，读者可以去看陈永明或沈炜的解读，他们从各自的角度，用完全不一样的语言做了几乎一样的解释。（在我眼里如此哈）
For an explanation of what sincerity is, readers can look at the interpretations by Chen Yongming or Shen Wei. They have given almost identical explanations from their own perspectives, using completely different language. (At least, that's how I see it.)
1. 本分是什么？
1.What is sincerity?
我们理解的本分就是：“做对的事情、把事情做对”。
Our understanding of sincerity is: "doing the right things and doing things right."
什么是“做对的事情”？
What does "doing the right things" mean?
难道还有人明知是错的事情还会做的吗？看看周围有多少人抽烟你就明白了。为什么人们会明知是错的事情还会去做呢？那是因为错的事情往往有短期的诱惑。
Is there anyone who knowingly does the wrong things? Just look at how many people smoke around you, and you'll understand. Why do people do the wrong things even when they know they're wrong? Because wrong things often have short-term temptations.
其实，人们往往知道什么是错的事情，只要把错的事情停止做了，就离“做对的事情”更近了一步。所以，“做对的事情”其实就是发现是错的事情是时候要马上停止，不管多大的代价都是最小的代价。
In fact, people often know what the wrong things are. Just stopping doing the wrong things brings them a step closer to "doing the right things." So, "doing the right things" is actually about stopping the wrong things as soon as you realize they're wrong, regardless of the cost, which is always the smallest cost.
人们常说的“坚持到底”，指的是坚持“做对的事情”而不是坚持做错的事情！
When people talk about "persisting to the end," they mean persisting in "doing the right things" rather than persisting in doing the wrong things!
很多人都希望知道把公司做好的秘诀是什么，其实“秘诀”不是做了什么而是不做什么。好的公司都一定是有一个长长的“Stop doing list”，就是“不做的事情”。
Many people want to know the secret to making a company successful. Actually, the "secret" is not about what you do, but about what you don't do. Good companies always have a long "Stop Doing List," which is a list of things they don't do.
“不做的事情”其实也分为两类：一类是谁都不应该做的事情，比如欺骗；另一类是和自己公司的使命和愿景相结合的。
The "things not to do" can be divided into two categories: one is things that no one should do, like cheating; the other is things that are inconsistent with the company's mission and vision.
下面我举一些我们自己的“不做的事情”的例子，这也算是我们的小秘密吧。
Let me give some examples of our own "things not to do," which can be considered our little secrets.
不做OEM：最早提出不做OEM的就是现在OPPO的CEO陈明永，不记得是哪年了，大概可能有20年了吧。为什么我们不做OEM呢？长远来讲，我们想建立自己的品牌，我们需要把所有的资源投入到我们自己的产品上。做OEM有很专业的公司，他们有很专业的办法去满足很多不同的客户的不同的要求，我们根本就没有精力去做这些事情，所以长远来说我们是会输给那些专业做OEM的公司的，既然知道长远会做不过别人，那我们干脆就不做。记得大概十五六年前，我还是CEO的时候，沃尔玛的供应商曾经来找过我，说要给我们下100万台的VCD的单子，我在电话里直接就拒绝了。对方还问我，难道价钱你都不想谈吗？我说，对的，不管什么价钱我都拒绝，反正你也不会给我好的价钱，谈来谈去浪费大家的时间。我当时还类似地拒绝过南方贝尔的代表下的“巨量”电话机订单。当时给我打电话的人还嘟囔这说，在中国还没有人拒绝过我们的订单呢。
No OEM: The first person to propose not doing OEM was the current CEO of OPPO, Chen Mingyong. I can't remember the exact year, but it was probably around 20 years ago. Why don't we do OEM? In the long run, we want to establish our own brand, and we need to invest all our resources into our own products. There are very professional companies doing OEM, with very professional methods to meet the different requirements of many different customers. We simply don't have the energy to do these things, so in the long run, we would lose to those professional OEM companies. Since we know we can't beat them in the long run, we might as well not do it at all. About fifteen or sixteen years ago, when I was still the CEO, a Walmart supplier once approached me, offering an order for 1 million VCDs. I refused directly over the phone. The other party even asked don't I want to negotiate the price. I said, no, no matter what the price is, I will refuse. After all, you won't give me a good price, and negotiating back and forth is just a waste of everyone's time. I similarly refused a "huge" phone order from a representative of Southern Bell at that time. The person who called me even muttered that no one in China had ever refused their order.
不讨价还价：我刚到广东时，就发现人们在谈生意时谈来谈去谈的都是价格，当时我就想，如果能不谈钱，那至少可以省掉70%到80%的时间吧。后来，我们花了两三年的时间，建立了一套销售体系，确确实实做到了所有的客户在我们这里拿的货的价钱是完全一样的，不管生意额的大小，没有折扣，没有返点！也许很多人很难想象，我们这个公司实际上是没有销售部门的。不赊账、不拖付货款、不晚发工资、不做不诚信的事、不攻击竞争对手（郁闷的是偶尔看到一线的友军在线上攻击展开各种攻击……企业文化贯彻到神经末梢是一件非常不容易的事情）……，我们的“不做的事情”是一个非常长的表，每一个不做的事情都是有背后的故事和道理和逻辑的，就不一一在此说明了。
No Haggling: When I first arrived in Guangdong, I noticed that people spent a lot of time negotiating prices when doing business. I thought that if we could avoid talking about money, we could save at least 70% to 80% of our time. Over the next two to three years, we established a sales system where all customers received the same price for our products, regardless of the size of their business. No discounts, no rebates! It may be hard to imagine, but our company actually does not have a sales department. No credit sales, no delayed payments, no late wages, no dishonesty, no attacking competitors (although it's frustrating to occasionally see our frontline allies attacking others online…). Our "Do Not Do List" is very long, and each item on it has its own story, reason, and logic, which I won't explain here.
什么是“把事情做对”？这个可能比较容易理解一点点，但其实也没有看上去那么容易。把事情做对是一个学习的过程，中间会犯很多的错误。如何坚持做对的事情，付出为了把事情做对的过程当中所需要付出的代价，其实是非常不容易的。在把事情做对的过程当中，其实是没有办法避免犯错误的，比如打高尔夫的人，是没有办法避免偶尔把球打下水的，能做的仅仅是如何能降低犯错误的概率。
What Does It Mean to "Do Things Right"? This might be a bit easier to understand, but it's not as simple as it seems. Doing things right is a learning process, during which many mistakes will be made. Persisting in doing the right things and bearing the costs required in the process is very difficult. In the process of doing things right, it is impossible to avoid mistakes. For example, golfers can't avoid occasionally hitting the ball into the water, the best they can do is reduce the probability of making mistakes.
平常心：平常心其实就是在任何时候，尤其是在有诱惑的时候，能够排除所有外界的干扰，回到事物的本质（原点），辨别事情的是非与对错，知道什么是对的事情。
Equanimity: Equanimity means being able to exclude all external interference and return to the essence of things (the starting point) to distinguish right from wrong, especially in the face of temptation.
最后，顺便说个“把事情做对”的小例子。
Lastly, let me share a small example of "doing things right."
前面讲过，把事情做对是一个漫长的学习过程，学习能力和所受过的教育程度是非常重要的。我是七八年上的大学，当时恋电脑都没学过，基础也非常不好，自己又是个非常懒散的人，不是那么愿意去学那些新的东西，所以一直觉得自己不是一个做CEO的好的人选，所以，我就找到了比我更好的人选。现在OPPO以及vivo的CEO都比我年轻大概10岁，所受的教育程度以及学习能力都比我强，对企业文化的理解也和我一样（我们叫同道中人），所以我当时选择了离开一线。十多年过去了，今天我可以非常得意地说，我确实是对的。在这里我也可以非正式地宣布，我已经于十几年前离开了CEO的位置（其实我早就不在其位也不谋其政了）。虽然作为founder（创始人）之一，我依然会非常关注我们公司（和所有人一样，我了解我们公司的办法目前主要是从网上），但早就不参与任何一线的决策了。网上说的所谓的运作或者遥控是完全不存在的。
As mentioned before, doing things right is a long learning process. Learning ability and educational background are very important. I attended university in 1978 and didn't even study computers. My foundation was very poor, and I was a very lazy person who wasn't willing to learn new things. So I always felt that I wasn't a good candidate for a CEO. Therefore, I found someone better suited for the role. The current CEOs of OPPO and Vivo are about 10 years younger than me, better educated, and have stronger learning abilities. They also understand the company culture as I do (we call them kindred spirits), so I chose to leave the frontline. Over a decade later, I can proudly say that I was right. Here, I can also informally announce that I left the CEO position more than ten years ago (I had long stopped being involved in decision-making). Although I still pay close attention to our company as one of the founders (like everyone else, I mainly get information about our company from the internet), I no longer participate in any frontline decisions. The rumors about remote operation or control are completely untrue.
顺便补充一下，我们的教育电子公司做的其实也很好，在国内的教育产品相关的企业中应该也算是最好的一个了，CEO也非常的年轻（对我而言哈）。
Additionally, our educational electronics company is doing very well and is probably one of the best in the domestic educational product industry. The CEO is also very young (from my perspective, anyway).
另外，有空我会写一些我能记得的回忆（都是十几年前的事情），以及相关的对于经营企业的理解或感悟。由于离开一线的时间已经很长了，回忆的东西未必准确，而且所有我不喜欢的东西我都会想不起来的。《“不秘”诀：本分+平常心》
When I have time, I will write some memories (all from more than ten years ago) and related insights or understandings about running a business. Since I've been away from the frontline for a long time, my recollections may not be accurate, and I tend to forget things I don't like. The 'Unsecret' Formula: Sincerity + Equanimity
2. 本分和平常心（1）（2010－03－24）
2. Sincerity and Equanimity (1) (March 24, 2010)
很久很久以前，我们公司就开始提倡“本分”和“平常心”。怎么开始的和为什么会开始我都不记得了。
A long time ago, our company started advocating "sincerity" and "equanimity." I don't remember how or why it started.
网上可以查到许多对这两个词的解释，我只在这说说我自己的简单想法。
There are many explanations of these two words online; here I will share my own simple thoughts.
“本分”，大概就是该干嘛干嘛，该是谁是谁的意思。
"Sincerity" roughly means doing what one is supposed to do and being who one is supposed to be.
要想搞明白什么是本分，也许要从什么是不本分来看。比如说，欠债还钱（包括利息）就是本分，不还就不是。想想周围有多少人和企业欠债不还就知道有多少人不本分了。这类的例子很多，各位可以自己想。
To understand what sincerity is, one might need to look at what insincerity is. For example, repaying debts (including interest) is sincerity; not repaying is insincerity. Think about how many people and businesses around you don't repay their debts, and you'll know how many people are insincere. There are many such examples, and everyone can think of their own.
我们这些年来在本分上做得还不错，有时能反省自己是否本分，当然也不是没干过不本分的事。
Over the years, we've done quite well in terms of sincerity, occasionally reflecting on whether we are sincere. Of course, we haven't always been perfect.
记得刚刚开始做小霸王时，从一个台商那买一批散件来组装。当时的东西质量还是不错的，而且给我们货时已经多给了2%的spare parts，可在装的过程当中总会有一些坏的，最后坏的那部分我就没给人钱。可能是当时人家很不高兴的样子，我就一直记得这个事，反省了很久，终于觉得是自己错了。可惜后来再没和对方做过生意，也就没有机会补偿给人了。骨子里我也是个不肯吃亏的人呐。
I remember when we first started Subor, we bought a batch of parts from a Taiwanese businessman for assembly. The quality was good, and they had already provided 2% spare parts. However, during assembly, some parts would always fail, and I didn't pay for the defective ones. The other party was likely very unhappy at the time, and I kept remembering this and reflected on it for a long time before realizing it was my fault. Unfortunately, we never did business with them again, so I never had a chance to make amends. Deep down, I also don't like to suffer losses.
说个我们做的不错的例子，好像是97年左右的事。那时步步高还是刚起步，资金还非常紧张，加上俄罗斯外销回款不顺远超想象，造成有一段时间我们无法按期付供应商的款。当时我们开了个供应商会，向大家通告了我们的情况，提出来两个延期付款的条件：当时我们开了个供应商会，向大家通告了我们的情况，提出了两个延期付款的条件：一是我们付1%的月利息；二是如果有人愿意的话，可将货款入股。当然，都不愿意的话我们也就只能付现金了。多亏多数供应商的支持，我们度过了那个难关。那时可真不容易啊，听说账上只有两万块了。后来是俄罗斯的同事想尽一切办法，从莫斯科扛着两皮箱的美金到中国香港才最后解决问题的。
Let me tell you about something we did pretty well, around 1997. Back then, BBK was just getting started and funds were extremely tight. On top of that, there were difficulties in receiving payments from our exports to Russia, far worse than we had anticipated. This led to a period where we couldn't meet our payments to suppliers on time. At that time, we held a meeting with our suppliers to explain our situation and proposed two options for extending payment terms: firstly, we offered to pay 1% interest per month, and secondly, for those willing, they could convert the payments into shares in the company. Of course, if none of these options were acceptable, we would have to stick to cash payments only. Thanks to the support of the majority of our suppliers, we managed to overcome that difficult period. It really wasn't easy then; I heard we only had twenty thousand yuan in the bank at one point. Eventually, our colleagues from Russia went to great lengths, carrying two suitcases filled with US dollars from Moscow to Hong Kong, finally resolving the issue.
呵呵，记得若干年以后，我见到一个挺熟的供应商，发现他头发掉了好多，就问他怎么搞的。他告诉我说，因为当时选择了拿利息，很后悔，现在每天早上对着镜子拽自己头发啊（这一段是我编的，因为我觉得可能是他太太拽的）。
Haha, years later, I ran into a supplier I knew quite well and noticed he had lost a lot of hair. I asked him what happened, and he told me it was because he regretted choosing to receive interest payments back then. Now, he pulls his hair out every morning in front of the mirror. (This part is a joke I made up, imagining it might have been his wife pulling his hair out.)
本分说起来容易，做起来真难。看到别人本分不容易，反省自己不本分更难。
It's easy to talk about being sincere, but it's much harder to put it into practice. Seeing how tough it is for others to be responsible makes me reflect on myself even more.
我们自己的水平大概到了偶尔会反省的地步，所以还要继续努力。
We've reached a point where we occasionally reflect on our own standards, so we must continue to strive.
有事出去了，下次再说平常心。
I've got to go now, we'll talk about equanimity next time.
ps：“把事情做对是一个学习的过程，中间会犯很多的错误。如何坚持做对的事情，付出为了把事情做对的过程当中所需要付出的代价，其实是非常不容易的。在把事情做对的过程当中，其实是没有办法避免犯错误的，比如打高尔夫的人，是没有办法避免偶尔把球打下水的，能做的仅仅是如何能降低犯错误的概率。”
“‘本分’，大概就是该干嘛干嘛，该是谁是谁的意思。”
“本分说起来容易，做起来真难。看到别人本分不容易，反省自己不本分更难。”