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常常听到一个观点:“创业难,守业更难。” 这是真的吗? 如果这是真的,那么,创业和守业的界限在哪里呢?销售额100亿之内是创业,100亿之外就是守业吗?诞生10年之内是创业,10年之外就是守业吗?品牌第二是创业,第一就是守业吗? 海尔不再创业,而只在守业吗?微软不再创业,而只在守业吗?世界500强不再创业,而只在守业吗? 人类存在了100多万年,但今天仍在创业,从来没听谁说过:地球人是在“守业”。美国存在了200多年,但今天仍在创业,从来没听谁说过:美国是在“守业”。爱迪生活到老发明到老,也从来没听谁说过:爱迪生是在“守业”。 其实,创业和守业不是前后关系,不是并列关系,而是包含与被包含的关系:创业是永恒的,守业是相对的;守业是创业的另一种表现形式,一切守业都是创业的子集。 攻占新市场固然是创业,守住旧市场何尝不是创业!市场是变化的,客户是变化的,对手是变化的,自身也是变化的。不创造新产品,能守住吗?不创造新渠道,能守住吗?不创造新客户,能守住吗?以不变应万变,能守住吗?——守业,本身也是一种创业。那种“增长就是创业,不增长就是守业”的观念,实在是充满天真。 拿中国乳业市场来说,总的体量每年都在以两位数的速度在膨胀,即便我们做到了市场占有率第一,仍然需要不断创业,才能与中国乳业同步发展。假使有一天,这个总体量进入高原期,膨胀系数在零线徘徊,那时,如果我们做到了市场占有率第一,是不是就进入所谓“守业”期了呢?不,那是创业智慧更需要升级的年代。今天,在乳业大潮中,我们只要“跟着走”就可以发展了;到那时,却需要“转着走”才能找到进军的缝隙。今天我们着眼“满足需求”就可以了,那时却须“创造需求”才能前进:创业的难度更大! 况且,对于一个企业来说,除了本国市场,还有全球市场;除了一业至极,还有百业待兴。市场没有边界,业务没有边界。 把“创业”与“守业”视作两个不同范畴的概念是有害的,它会使许多人误解为:创业是需要“动”的,守业是需要“静”的;创业是需要“激情”的,守业是需要“寂寞”的;创业是需要“扩张”的,守业是需要“内敛”的;创业是需要“大刀阔斧”的,守业是需要“平平淡淡”的……一句话,创业比守业离创造更近,守业比创业离激情更远。 这是完全错误的。正是这种错误观念,让李闯王打进了北京便放下了枪,让商务通盛到极处后便衰到极处,让成千上万的学子考入大学后便开始最不“大学”(相对于考前的大学特学):他们本以为可以松一口气了,于是罢橹停桨,结果一退千里。做企业,永远需要动,永远需要激情,永远需要创造、创造、再创造!一句话:永远需要处在“创业态”。 这世界只有“创业态”,没有“守业态”。创业是惟一的“长生不老”药,当你不再创业而妄想“守业”的时候,前面的路只剩下一条:萎缩,衰落,死亡。要么自我革命,要么被人革命,没有第三条道路!
 
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