Baidu internal mail exposure Robin Li called Wolf sex out of the petty bourgeoisie _ inspirational article

November 7 News, Baidu's founder, chairman and chief executive Robin Li in the Baidu internal online sent a "change, from you and I started" open letter circulated. Li in the mail request "encourage wolves, eliminate petty bourgeoisie", and advocated willing to disrupt ourselves (willing to change their own, popularly speaking is leather own life).

Li said in the mail that in the past few years, although Baidu mixed a lot of money, but not enough, when the company's business is still growing fast, should not quickly pursue net profit, should put more money into more new business and innovation.

Li also said that, in addition to the core business, but also through the introduction of browsers, such as to guide users to use Baidu search, but Baidu is now in this regard is not enough effort.

In addition, Robin Li on the one hand to encourage the staff a little more wolf, need to have a keen sense of smell, the need for an indomitable spirit of attack, the need for group struggle, the other side of the proposed staff to eliminate petty bourgeoisie, if the staff want to find a stable job, do not seek meritorious but not to muddle through

The following is the full text of Li's internal mail:

Change, starting with you and me

Strategically, the first is rectify the underinvestment problem.

We have spent a lot of money in the past few years, but we are not enough, every time we look at our earnings to say that we are 50% of the profits, when our business is still growing rapidly, we should not quickly pursue net profit, we should put more money into more new business and innovation.

In addition to the core business, enhance the enabler and protector!

In addition to our core business, but also to invest in what can make users more use Baidu search, such as browser, you have a relatively large market share, you can guide the search through the user, which we do not invest much.

You have such a good market position, if someone wants to rob him, there is a problem, you need to have something to protect yourself.

And then we need willing to disrupt ourselves.

Some of our inherent advantages, with the passage of time and market changes will be weakened, and this time to resist changes in the market will be very dangerous, rather than leather their own lives, since the discovery of user's search behavior from the PC to move, we should actively guide users to migrate earlier to the wireless, so that we can use the advantages of the PC, Instead of trying to maintain the status quo, think of the user to stay on the PC, for example, in the field of sales, our sales are likely to say that customers spend money on search promotion, become very strong, but the user habits in the migration, if we do not educate the customer migration, the future of the day will be very dangerous.

Managers need to understand the strategy at his/her level.

In the past, we thought that strategy was a CEO level thing, but not exactly. The biggest strategy is the CEO level, but every product has its own strategy, your business and products, and even the functions you are responsible for, you need to know what its surroundings are, what its strategy is, and what changes it should take as the market changes.

Encourage the wolf sex, eliminate petty bourgeoisie

We also have a lot to change in implementation. We will Baidu culture is called simple can rely on, but over time, how to do simple to rely on, this is not the same. Now I observe the problem, two points, one we are needed to encourage the wolf sex, one is to eliminate petty bourgeoisie. The word wolf was invented by another company, borrowed it. Borrowed is indeed a certain concern, this word in some people does not seem to be a positive words, or in many people's view this is incompatible with the Baidu culture, there is conflict. But their three definition of the wolf, Baidu is very suitable for now: a keen sense of smell, indomitable spirit of the offensive, group struggle.

These three points must be positive, certainly are Baidu should have. These three points are not in conflict with our simple and reliable culture. We need to have a keen sense of smell, the need for an indomitable spirit of aggression, the need for community struggle. In fact, the early Baidu is so, to your work you not only able to the best company, but also able to become the best in China, to do the best in the world. And at that time more difficult than now, to you do not lose the chain you can rely on, you did not do well how to call can rely on?

The elimination of petty bourgeoisie, this ppt I said in the director's meeting, after talking about some Estaff and the director of the following to convey these things, and then HR also did some interviews, I feel that the petty bourgeoisie is actually a relatively large controversy. What is petty bourgeoisie, my definition is to have a good background, fluent English, stable income, believe that work is only a part of life, do not think enterprising, the pursuit of personal life is all the comfort.

Especially controversial is the first sentence, good background, fluent English, they said Robin you are not such a person, I said just because I am such a person I dare to say that to eliminate such people.

We may feel that after several years of development, Baidu has become a very big company, become a very superior company, recruited people are good, Tsinghua University graduation, conditions are very good, the situation is good to see. But I tell you, this background is not necessarily your advantage, because your living environment is too comfortable, like dinosaurs, after a lot of older, but the conditions become very bad when you can not survive. On the contrary, those who come out of the countryside, the home does not have any money, rely on their own efforts to 1.1 points, he actually survival ability is stronger. So when the director's meeting was over, everybody told me, "Robin, do you want to change?" I said don't change, I just want to let this group of people understand, these conditions, not your advantage, but may become your disadvantage. Because you used to be so good, once the environment changes, once the competition changes, it is terrible.

Including my children, I said you must endure hardship, you have not eaten bitter, in the future can not do anything.

Therefore, the elimination of petty bourgeoisie is called the wolf nature, calling Wolf is to increase the carrot stick. To make it clear to all employees that if you want to find a steady job without any effort but to muddle through, please leave now, or our ship will be dragged down.

Reduce management levels and improve efficiency

Reduction of efficiency, is to reduce the number of simple to do management, senior engineers to write code, managers to understand the business. I have done a statistic, T5 above people write code are relatively few, T5 is basically in two years time, just learn a code will not write, because they want to bring a lot of new, no time to write their own. Then we need to reduce the number of junior people. For those who are not working hard enough and have no passion to let him go, we will save the money saved to those who really want to work out the results of the staff.

Reduce the meeting, timely decision, everything must have a clear decision-makers, there are deadline, someone to follow up.

Mission and culture are above KPI. In the past, I asked for Estaff, and then I told each layer of staff at each level of the management of the requirements. Often say this thing is not the KPI of that department, so he does not do well, also not anxious. Our entire company must advocate the culture mission above the KPI idea, conforms to our culture and the mission thing you must do, must go to cooperate.

So come back to say that the entire Chinese internet, the world's Internet, or the entire market economy environment, in fact, are in line with natural selection of the survival of the fittest. I heard the dinosaur foot on a scoop, a few hours later his brain can respond, so no matter how much you grow, you will be extinct. And we can not do dinosaurs, we have to do a strong, change the concept of a cloud and end are very strong companies, with innovation and passion to achieve Baidu's two take-off.

Thank you!