Reflection 1: Concept I often hear that marketing and management are based on human nature, but what is human nature? In my understanding, human nature refers to the common and shared traits among all people or a certain group, which are largely subconscious and deep within. The behaviors and emotions that individuals display explicitly vary greatly across time and place. Behind these ever-changing and diverse individuals, what are the common underlying elements? These are not easily seen or summarized; they require careful insight. This is a capability and a habit!

Reflection 2: Commonality Yesterday I mentioned that human nature is the common and shared traits among all people or a group, often at the subconscious level, requiring excavation and insight. Here are a few examples: 1. I bought some clothes in Korea, and they just look stylish on me. My wife said they understand human nature; aesthetics are based on human nature, just as Aristotle and Plato in ancient Greece elevated geometric beauty to human nature and philosophy. 2. I often stay in star-rated hotels and also budget or small hotels. You'll notice that good hotels have no complaints about details; doing things right is actually an insight into human nature. Small hotels copy others without understanding the underlying reasons. 3. Once I heard a Buddhist master preach, and he said, 'What is wonder? Wonder is that everyone's experience is different, and that is wonder. What's even more wonderful is that although everyone's experiences differ greatly, they all ultimately point to happiness.' So Buddha is the greatest expert on human nature!

Reflection 3: Customary Nature Human nature consists of common and shared traits that have been passed down unchanged for many years. Recently, I've traveled around and noticed a few points: 1. Drinking: The most common occasions are visiting relatives and friends and gatherings, leading to diverse drinking cultures in different regions. The host-guest relationships and rituals reflect much of human nature. 2. Cultural objects: I often see bosses with a horse or Buddha statue on their desks, and there are many folk posters or statues for blessings. These objects with hints and meanings represent human nature. 3. Status symbols: Some wealthy and powerful people want to show they are different, so they might use luxury cars or jewelry. Some people return to their hometowns in glory and want to make a big splash or build something. These status symbols are typical expressions of human nature!

Human nature is a huge topic, much of it at the level of enlightenment. It's hard to articulate; once you speak, you might be wrong. I know it's difficult, but I still force myself to think about it daily. Perhaps one day I'll gain some insight!

Reflection 4: Face I've found that face is a particularly important factor in human nature. It's the desire to maintain an ideal image in others' eyes, which differs from one's true self. So people need to put on a facade, including makeup and dressing up, as well as deliberate behavior in words and actions. However, if people stay together for a long time, most secrets are known, but they still maintain: see through but don't expose. Face is like a window paper; even if everyone feels it's useless, they don't want to tear it. This might be a psychological defense and a sense of dignity. Of course, if someone tears the face and truly becomes shameless, that person becomes a peculiar character, an extraordinary figure!

Reflection 5: Calculation When thinking about human nature, I feel that an important difference between humans and animals is logical thinking. Animal behavior relies mainly on instinct and nature, while humans add calculation to intuition. This calculation includes the ability to predict, plan, and evaluate future events, as well as reflect and summarize past events. This calculation makes people rational and smart, but also conflicted and complex. Laozi said, 'Return to the infant state, the pure heart,' hoping people wouldn't calculate so much and be simpler. He believed that although calculation has many advantages, its biggest drawback is that it distances people from happiness, though it may bring them closer to so-called success.

Recognizing calculation and cultivating mindfulness can give us moments of emptiness, tranquility, and focus. In Zen, sitting meditation and walking meditation are about concentration, but they are actually about precepts and wisdom. Let go of some calculation, return to some essence, and happiness will stay in your heart!

Reflection 6: Superiority Psychologist Adler, in his book 'Beyond Inferiority,' said that everyone has feelings of inferiority, and life is about transcending inferiority and pursuing superiority. This is a driving force for personal development. I strongly agree. People unconsciously compare themselves with those around them, leading to the famous joke about 'other people's children.' People feel that certain aspects are their shortcomings, so they are very reluctant to show them, even avoiding topics in conversation. If friends touch on such topics, they become nervous and try to change the subject to topics where they have superiority. For example, highly educated people like to talk about universities, wealthy people like to talk about wealth, and those from prestigious families like to talk about childhood.

Only when people clearly see their inferiority tendencies and their pursuit of superiority can they overcome them, be free of attachments, without joy or worry, and show composure!

Reflection 7: Mindset and Broad-mindedness I often encounter two types of people. The first type, when someone offers suggestions or criticism about their work, always feels it's personal, that they are being targeted, or that they are being criticized as a person. So they habitually explain, putting all their energy into finding excuses. After explaining, they think everything is fine because they never intended to listen to others' opinions, strive for improvement, or surpass themselves.

The second type is confident in themselves, able to distinguish between themselves and their work, and therefore especially welcomes criticism and suggestions because they truly want to improve. With this open mindset, they don't resist others' opinions; they listen carefully, sincerely thank, and deeply ponder. Of course, some are rejected, but some nutrients are absorbed, leading to progress.

These two types are clear at a glance, so I call this distinction mindset and broad-mindedness!

Reflection 8: Employee Motivation When it comes to enterprises, the key issue is attracting and retaining talent, including executives and technical backbone, as well as grassroots salespeople and promoters. But how to retain talent? This brings up the issue of work enthusiasm and motivation. I believe there are four main aspects: First, material motivation, including compensation, benefits, and performance incentives. Second, cultural motivation, including leadership style and interpersonal relationships. Third, informational motivation, including information sharing and transparent communication. And the most important is dreams and prospects. Many people think this only works for executives, but that's wrong. Even the most grassroots promoter needs to explain to relatives and friends what they are doing now and what their future expectations are. The company's development prospects are not just a dream; they are the reason for everyone's efforts, and even the meaning and direction of life. This is not empty talk. In this world, the core is meaning and dreams. If these two disappear, what's the difference from a walking corpse, regardless of wealth?

Give them compensation, care, information, and dreams, and let them feel happy! That's the key to attracting and retaining talent!

Reflection 9: Greed Greed, as many know, is an important aspect of human nature—being insatiable for what one likes. Why? First, emotional attachment. Because of this emotional liking, it exceeds the rational function of the thing itself. What one possesses is no longer the thing itself, but far beyond the need for function; it's a feeling and emotion that intensifies with possession. Once you pop this emotional bubble, you'll find how pathetic and ridiculous the past greed was.

Second, greed comes from fear—fear of loss, and exaggerating the consequences of loss. This is also an emotion. To avoid the disappointment and tension of loss, people want more and more, whether it's wealth, power, beauty, etc.

How to overcome this greed? Carefully and rationally analyze your feelings and emotions. Is your liking excessive? Is your fear excessive? What do we really need? Regularly look inward, at function and need, and you'll find you don't need that much, and you don't need to be so tired. The bubble bursts, and you feel relieved and at ease.

Use precepts, concentration, and wisdom to overcome greed, anger, and ignorance. I've been practicing this!

Reflection 10: PK PK, in human nature, conflict always occurs. Sometimes it's physical fights, sometimes verbal arguments, sometimes hidden rivalry, sometimes competitive mechanisms. This unwillingness to lose and the drive to be first might come from ancestral wars or Darwin's survival of the fittest. The fighting state most easily stimulates the body's potential hormones, with great energy!

In fact, people always need a target to fight against, sometimes explicit, sometimes implicit, sometimes with rules and mechanisms, sometimes tacit but with hidden rivalry. Women are prone to jealousy and comparison, men to face and conflict. These are all PK psychology!

Using PK well in enterprises is useful. For example, regular betting competitions where the winner takes the pot, or ranking rewards, or elimination of the last. The best way to keep people tense is to give them an imaginary enemy, always watching each other, fighting, and refusing to lose!

Reflection 11: Compassion Mencius's proposal of compassion and inherent goodness is very reasonable. Conscience exists in everyone, whether Chinese, European, or African. Goodness and love are universal; you can see deep kindness in each other's eyes.

But sometimes difficulties and poverty suppress conscience, manifesting as greed and violence, giving people insecurity. This is like being possessed by the devil. In today's China, there are many impetuous, fake, unscrupulous, and ugly things. But at such times, we must not give up confidence in goodness and conscience. I feel this is why President Xi advocates the Analects, Tao Te Ching, and Wang Yangming. A nation's greatest energy source is the goodness deep within.

In fact, an enterprise or organization can build its own subculture and values: loyalty, righteousness, wisdom, propriety, and trust, all based on goodness. When everyone's goodness is stimulated, hearts are at peace, minds are calm, and only then can we see beauty and pursue it!

Reflection 12: Sense of Existence People often feel dazed about whether they are alive, whether they have social significance, why they live, and whether others care about them. In short, they lack a sense of existence. Why? Perhaps people in the past didn't have such worries and fears because life was slower, and you could easily see responses to actions and words. Relationships between friends and family were deep, and emotional connections were strong. Today, society changes rapidly, connections between people are shallow, emotions are indifferent, and even family members are often apart. In such a messed-up era, people begin to doubt their sense of existence!

How to gain a sense of existence? First, on social media like WeChat Moments and Weibo, among familiar strangers you've never met, people show off and like. But this sense of existence is not solid; it seems you have many friends, but they are unreliable, just skimming the surface. When you encounter difficulties, where are those who help? This is why weak ties are increasing and strong ties are decreasing. People are unwilling to invest emotionally, so naturally they worry about their sense of existence.

The lack of sense of existence also stems from a lack of meaning in work, and society's lack of faith and culture. This is the tragedy of this generation. Young people don't want to grow up, but they are cruelly thrown into the sea to struggle. This conflict creates a sense of unreality!

Find the foundation of your sense of existence, and be yourself steadfastly!

Reflection 13: Love Deep in human nature is a clear spring—love. What is love? There seems to be no definition, but I think it has several characteristics: related to attention, related to giving, with a specific target, beautiful wishes, unconditional, continuous, habitual, etc. Clearly, these characteristics are opposite to the transaction and conflict in business rules!

The basic form of love is maternal love—the mother's care for her child in childhood, typical of unconditional love. At this stage, the child is forming subconscious patterns, so they develop the corresponding ability for unconditional love, which affects their entire life.

Love needs to be expressed so the other feels it, and they will respond with love flowing from their subconscious. A good atmosphere and culture will stimulate the flow of love in the subconscious. Conversely, an atmosphere of deceit and mutual exploitation will stimulate the disgusting aspects of transaction and taking advantage, covering the clear spring of love!

Reflection 14: Id and Superego Freud proposed the concepts of id, superego, and ego. I agree. I believe the id and superego are mainly formed before age three. The id is mainly before one and a half years old, when the child is in a one-dimensional world, thinking everything is theirs and demanding others follow their will. At this time, the main role is the mother. If the mother indulges the child, the id will be particularly strong when the child grows up. The id disregards others, pursues pleasure, and acts on whims.

After one and a half years, the child gradually moves from a one-dimensional world to a two-dimensional and multi-dimensional world, knowing that besides themselves, there are parents and others, and understanding the need to handle relationships. How to handle relationships? This requires norms and methods. How to behave correctly? This is the superego, related to morality and norms. At this stage, the main responsibility falls on the father. If the father is strong, the child's superego will be well-developed, but it may also suppress the id, leading to some rebellion later.

Of course, as people grow, the ego gradually develops and automatically balances the id and superego. As a leader, you should understand subordinates' self-awareness and habits of id and superego, and learn to communicate with them about releasing the id and superego consciousness!

Reflection 15: Aesthetics What is beauty? It's related to experience and pleasure, making people feel relaxed and happy—beautiful people, scenery, food, and events. Maslow considered aesthetics a high-level need. In fact, when people have money, their pursuit of beauty is endless, even addictive. This is human nature's tendency to seek pleasure and avoid harm.

In fact, so-called beauty has no fixed standard. Emperor Tang loved plumpness, King Chu loved slender waists. A few days ago, I saw Tang Dynasty female figurines at the Shanghai Museum and couldn't understand them. Perhaps the Li Tang family, including Li Yuan, Li Shimin, and Li Longji, were too rugged to understand feminine beauty. In any case, beauty has practical significance. Many animals' beauty and the beauty of vessels show traces of evolution and optimization.

In fact, marketing is about creating beauty, including design, brand story, function, experience, practicality, technology, etc. Beauty needs guidance, just like when traveling, the guide points out an angle, and the scenery looks like something, then tells a story from long ago, making our thoughts drift far away and our mood ripple like the wind. This is marketing!

Reflection 16: Fear People are always fearful because the future is unknown, like walking in the dark without any light, not knowing what you'll encounter, so fear is inevitable.

The result of fear is distrust of others, trusting only oneself, so one becomes very conservative, only trusting what one can control, thus limiting the scope of activities. New things are resisted because they are unfamiliar.

The root of fear often comes from the fear of death, later extending to loss and pain. What's the solution? In my experience, Buddhism: believing in reincarnation, karma, dependent origination and emptiness, impermanence, and the convergence of conditions. This leads to letting go, calmness, living in the present, and accumulating good causes.

Fear harms the kidneys; fear and worry greatly affect body and mind. I practice daily to overcome this fear and distrust. Once truly overcome, one attains ultimate freedom!

Reflection 17: Fame and Fortune Once, Emperor Qianlong asked Ji Xiaolan how many boats were on the river. Ji said only two: one for fame, one for fortune. Bustling with people coming and going for fame and fortune. So what are fame and fortune? Fame is reputation and prestige, which is Maslow's need for esteem—self-esteem and respect from others, especially in front of hometown folks, called bringing glory to ancestors, and in front of relatives and loved ones, called being a source of pride. Fame also means titles; many people print a dozen titles on their business cards, just to intimidate and gain some benefits.

So many people think fortune is more real. Fortune is related to money, including current money or future money. Why is money important? Because money can buy many things, making you feel more powerful, more charming, even able to command the wind and rain, and feel important.

In fact, the pursuit of fame and fortune is still external. A truly confident person doesn't need titles or excessive wealth because your inner strength is such that when you speak, it's fame, and when you reach out, you get fortune. So you can see through fame and fortune and transcend them. This is Maslow's self-actualization, or enlightenment! Fame and fortune are empty; peace of mind is Buddha!

Reflection 18: Pleasure and Pain Recently, a joke circulates: if an enterprise eliminates the pain of human nature, it eliminates the enterprise itself! This made me think. Indeed, an enterprise is a commercial organization that must achieve commercial goals, defeat competitors, mobilize team enthusiasm, overcome human laziness and greed, lock desires in a cage, and work together to achieve goals. So can enterprises only have pain? Can they make money happily? Are those happy success studies and NLP real or scams? Worth thinking about!

From birth to adulthood, people gradually develop organs and emotions. The four basic emotions formed are happiness, anger, fear, and sadness. Later, these four basic emotions develop into eight and then dozens of sub-emotions. But we find that in the subdivision, happiness and joy are only one part, while the rest are related to anxiety and pain. That is, people are more sensitive to pain, and it gets more subdivided, while happiness is fleeting. Why? Darwin's evolution tells us this is for human survival and reproduction. We are always trembling and cautious; only then do we become strong and develop. Comfort is death!

But I don't quite believe this. Both positive and negative reinforcement can work. The energy of happiness is greater; it depends on how we stimulate it. I am determined to explore and research this happy philosophy, and I believe I will find my own methodology!

Reflection 19: Meaning In one's life, meaning is very important. It actually answers why I live, why I strive, and why I overcome difficulties. It is a driving force and energy, and a reason to persist. Meaning can be specific, quantitative, and time-bound—this is a goal, like the SMART principle for goal setting. Meaning can also be abstract, qualitative, long-term, and directional—this is a purpose. Whether goal or purpose, it is a will, a stopping point. Knowing where you want to go and the beauty of the other shore gives you renunciation, and you know when to stop. Knowing when to stop leads to calm, calm leads to stillness, stillness leads to peace, peace leads to consideration, and consideration leads to attainment. Everything becomes natural, and your life has a sense of meaning!

Meaning can be altruistic, even beneficial to the masses, making it grand, like a Bodhisattva saving all beings. If such meaning truly makes you believe and practice it, it can stimulate immense inner motivation because human nature is good, and in the subconscious there is the root of benevolence and love for others. So grand altruistic meaning connects with your superego, stimulating its energy to be a good person!

Your meaning might also be self-interested, pursuing personal goals like money, status, relationships, beauty, family, etc. Such meaning is also understandable and practical, perhaps the pursuit of most people, because humans also have an evil side. Self-interest is also a form of energy. If you set goals, it can stimulate motivation, overcome laziness and confusion, and clarify your direction in life!

Find your own meaning, and our lives have direction. Find the meaning of an organization or enterprise, and you have vision and mission, uniting and rallying everyone. Find the meaning of a brand, and you clarify the brand's positioning and selling points. Find who the brand is meaningful to, what meaning it has, and how to realize that meaning—this is the key to marketing!

Reflection 20: Standpoint The saying 'the butt decides the head' means that people's thinking actually has a standpoint. When the standpoint changes, views change. Not everyone deeply understands this. Why? Because some of it is rational; you know your views have a standpoint and purpose, but that's a small part. The larger part is your subconscious protecting and driving you to think in ways favorable to you. This is subconscious; you don't notice it. You think you have no standpoint, you are fair, and you are completely outside looking in. But that's impossible; if you're inside, you're inside, and you can't be outside!

Human thinking is actually a logic and habit, a pyramid built from beliefs. These beliefs may trace back to childhood. In forming these beliefs, there is a pattern called selective attention and selective memory. People only care about what is relevant, favorable to them, and consistent with their experience and judgment. So people's attention and discoveries are one-sided, which cannot be changed by will. It's human nature, subconscious!

Therefore, for major decisions, you must listen to the views of outsiders without a stake, because outsiders are physically outside, so they can be truly fair and objective. This role in an enterprise is the consultant. How can a consultant be fair? There is a premise: they must not be too deeply involved in business and relationships, otherwise they become insiders and lose the meaning of consulting!

Han Xiuchao, studied management as an undergraduate in 1979, got a master's in management in 1983, taught marketing management at a university in 1986, joined a foreign enterprise in 1992, served as senior manager at Shell China, general manager of Wuhan Shell, worked at PepsiCo for 13 years as marketing director and deputy general manager of a bottling plant, founded Shanghai Yunlian Brand Management Co., Ltd. in 2012, serving as general manager, mainly providing consulting and marketing advisory for private enterprises.

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