男性思维剖析

Now, I do not want to suggest that American society does not also have a hierarchy. Of course, it too, has a hierarchy. But the social class system in America, although it is very hierarchical, we have, frankly speaking, we have lower lower, middle lower, upper lower, lower middle, middle middle, upper middle, lower upper, middle upper upper upper … OK? We've got a lot of it, the difference is that there are many combinations that go into what your social economic status, and they have equal weights. One, your family's background. I, for example, is a Jewish person, and it's going to be very difficult for me to become upper class, because upper class is more than just money. Family background, education, money … all of these come together into a very complex equation of what middle class means.

In China, the definition of social hierarchy has always been relatively narrow. What I am going to say is something some of you might find controversial. The definition of success in class has always been, just as what it was in the past and continues to be up today, relatively strictly defined. DEng Xiaoping, when he went to Guang Zhou in 1992, he said, "To get rich is glorious." He defined a new social hierarchy, a new social hierarchy of money and wealth-defining status. This is not to say that it is the only thing that defines status. Pay off will make somebody successful, admiring. Scholarship will, too. The fact is that relative to other cultures it is our contention that money defines success. We do believe in China, relative to other cultures, even other Asian … South-eastern Asian cultures and Japanese cultures, Taoist cultures for example, money takes on a new role, because it has been mandated and has been endorsed by leadership. Today, the hierarchy has reversed, but there are still a hierarchy - workers, farmers at the bottom (蓝领工是最低水平的), public servants, officials and businessmen at the top, which is why of course Jiang Zemin "三个代表"is in fact a quiet revolution. It implicitly recognizes that they perhaps represent the advanced productive forces of society, maybe. The goal of modern society is singularly, more so than other cultures, try to get money and become rich. There are pressures to become rich. How many men here can get married before their girlfriends' parents know you can afford a nice apartment in downtown Shanghai. Money is still the definition of a reliable person - somebody who can provide a "踏实将来、美满将来、幸福家庭". So, money is important.

Now capitalism, on the other hand, is a little bit different. Capitalism is ultimately rooted in entrepreneurism, not just money, not just the acquisition of wealth. Capitalism is rooted in individual's ability to say, "You know what, I think I disagree with this. I'm going to do something in my own way." Why is Bill Gates so admired? Bill Gates is so admired not just because he was rich, but because he dropped out of Harvard, because he was able to say, "I have a better way." And then you became rich. It is an independent risk-taking initiative. Entrepreneurism is like gambling. It is yourself to overcome the odds of the system. It is an implicit belief that although there is no guaranteed path, if I believe that I can find my own way, I will. Entrepreneurism is fuelling capitalism. Go to Guang Zhou, you see it for yourself if you are in China today, but entrepreneurism in terms of moving against social structure isn't familiar to Chinese people, and hasn't been, it always has taken continued place within a fairly regimented social structure.

Now, really this is a 1990's word, early 1990's. But this concept of being adrift boldly on a raft is not a concept that exists in the American capitalism. We don't have an equivalent translation of "下海". In fact, education, because of fundamentally different economic and social structures, is very different between capitalist societies and Confucian-day society. In Confucianism, education is just suggested, it's about mastery of fixed knowledge. Payoff comes from meticulous expertise, while meticulous means detail; expertise again mastery. It is static; it is deep; it is conceptual; it is beautiful; it is, however, static. Capitalism, on the other hand, depends on being able to analyse a new situation and to seize the opportunities. That's what education is. When the Western people take tests, they are weak and are the worst, for example, in America in the world, at math. Why is that? Because our education system isn't geared toward that. Our education system is geared more on a lateral, assimilative mode. The payoff is , as they say in Latin, anybody ever see the movie with Robin Williams? - "Seize the day!" I see an opportunity, and I'm going to catch it. It is dynamic, involving, and it implicitly recognizes that things never change. The Chinese government is now understanding that as well as it tries to reshape its curriculum for the colleges and high schools, but implicit in this is non-certainty - education cannot guarantee success today in China. That is why in just one poll on the Internet 75.43% - there is some quantitative support - suggests that the most important thing in success is a pioneering spirit, 1.3% say education; 2.39% say family background, 10.53% say opportunities, and 10.24% say the mind of a genius. This is to suggest that pioneering spirit is new ideal, and a new tool.

It also requests a little bit of uncertainty. Confucian society defines success on a singular pattern. The route to success is under a "no pain, no gain" belief, like working out, like going to the gym, like diet. I'm going to go to pain, but I know I will get muscles and I will lose weight. It is certain - if I suffer, if I command, I can win. Capitalism, on the other hand, is based on the individual. He shapes his own definition. Success route is based on high risk, high return, just like what you're learning from efficient capital market. But it is uncertain. It is not certain. Actually there is an uneasy marriage in the minds of men when they are approaching their master inside, between society's definition of success which is fairly rigid and the way he gets there which is broad and becoming increasingly more dynamic. Men today believe that they used to know the way but now ... success is who, whom? You've got a roof, you've got a mouth, you've got another mouth, you've got money, you've got field, you've got boost, you've got consumption of wealth. To get rich is glorious, that is the ideal, but how can I get there? DEng Xiaoping says crossing the river by feeling the stones. "摸着石头过河。"Not so certain, is it? Crossing the river by feeling the stones - it's a trying period, it's risk-taking, it's a maze. So Chinese men today have a magnificent destination - they are freer, they have more choices, and they can grab the golden ring as they ever could before, but there is an unsure road. How do I get there? Now this is not to say that Chinese men are fearful. Chinese men are the most ambitious, aggressive men on the planet. They can move forward, the result was he was to fall anxiety. Chinese men have "焦虑".　焦虑不是怕的意思。焦虑是一个不明的、不舒服的感觉。It's not fear, it's like having a little rock in your shoe that never comes out. And ultimately, what marketers to do is help Chinese men manage this anxiety. Because today, Chinese men do not feel like they can control their destinies like what they could in the past. Today the payoff is brighter than ever, but the ability to control it is less in their control, less in their hands. And what you are going to be doing is having this master inside about the conflict between a rigid social definition of success and a lack of sureness if we're getting there into different advertising that had been used successfully in

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