Former Apple VP: If you're doing it effortlessly, it's a waste of time.

Note: The writer, Heidiroizen, is a dfjventure partner at Apple, a senior vice president of developer relations and a female entrepreneur.

Ms. Roizen proposed eight career principles, including entrepreneurship she said: "Many people with ambition to eliminate the difficulties in the work, the smooth reach of the other side of the dream, it is not right." The reality is that even if you are really easy to succeed, you will be bored. So, find something difficult to do. The beauty of entrepreneurship is in its difficulty. Without security, without a steady income, you have to be entirely on your own.

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Heidiroizen was once a model for everyone in Silicon Valley to learn. She founded her own company and managed it for 14 years. Later, she served as senior vice president of Apple's lead developer relationship. Now, she is a dfjventure, and she also teaches a course called "Entrepreneurship" at Stanford. She almost knows all the important people in Silicon Valley and has the flexibility to use her influence. Harvard Business School even has a special case for her.

Here are Roizen's eight principles, which she uses to guide her work, build a broad network of people and drive innovation. The experience of these people is invaluable to the new entrants and can be a key beacon for all stages of career development.

1) If you do things effortlessly, it's a waste of time

Melinda Gates once passed her little daughter's room and watched as she tried to wear her shoes, her daughter said: "It's hard, but I like the hard things." ”

I like this attitude. After all the hard times you've experienced, you'll find it's your best experience to get through the storm.

Successful entrepreneurs pursue a state that never stops. You work hard, go beyond the limits of your abilities, try, fail, try again, and ask yourself every day and every week, "what more difficult things can I do," and then you can understand this kind of momentum.

Interestingly, many ambitious people are trying to eliminate the difficulties in their work. It is not right that they want to rise to the top and reach the other side of the dream smoothly. "The reality is, even if you are really easy to succeed, you will be bored." So, find something difficult to do.

The beauty of entrepreneurship is in its difficulty. Without security, without a steady income, you have to be entirely on your own.

2) Your character determines the tone of your life.

As CEO of the first company T/maker, there was a fire sprinkler failure that destroyed all inventory items. Fortunately, most of the products are not very valuable. Fortunately (from another point of view), the landlord did not know that the goods are not valuable, willing to use insurance to pay all the losses.

The conditions were really tempting, and we could have received $150,000 in compensation. But we decided to tell the truth, because not only do we know the value of inventory, but our employees know that if we decide to fake it, then how can we explain it to our employees?

You have to be a role model for your employees and understand the consequences of everything you do. If the company's leadership decides to take the money, it is tantamount to telling the employee that it is permissible to cheat, as if to say: "It's OK to make a false fee, and if you want, bring the extra equipment home." ”

It seems like a breeze, but it's not easy to really do it. You might think, "How can I be so simple, I can say that I can lie to the consumer to reach a deal." ”

Sometimes you can get away, sometimes you can't escape, most of the time you will eventually escape.

3) You have more information in your heart than you do. Your actions determine the cultural tone of the company. There are some things you can do to get a good night's sleep, and others to build a better working relationship. When you set the standard higher, you will find it easier to control yourself.

At Stanford Business School, there is a "business innovation" course that requires students to practice for a week: write a decision you want to make tomorrow before going to bed and get up immediately the next morning. The purpose of this exercise is to tell students how intuition is determined and how accurate intuition can be.

But the science Circle's perception is moving in the opposite direction, making decisions more and more on endless data. People think that the more data you have, the more you can make the right decisions. For some things, this approach is effective, but not everything. Inner intuition is based on years of experience and constant observation of human behavior. We don't even know the exact form of it.

I tend to listen to intuition when making tough decisions, especially when it comes to people-who you work with, who you keep in touch with, and who you get fired from. Every time the data indicator is different from what I think, listening to the data will make me regret it.

4) Select the team is the most you want to do the important thing

The success or failure of most companies depends on the quality of the team.

Over the years, Roizen has seen too many young entrepreneurs make the same mistake: they have a creative, open a company, but when they need to hire managers, they do not want to find a more than they know the person to do. They don't want to be threatened, so look for the same age as they do, and they know as much as they can and find their trusted acquaintances. This sounds good, but at the same time, the entrepreneur misses many professionals for fear of being suppressed or protest.

5) If you want to be the smartest person on the team, you will build a mediocre team.

Do you really want your sales VP to be more than you know about sales? Do you want your CFO to be less financially savvy than you? Of course not. You should take risks, find the right people, and trust them. Your job is to motivate these people and make sure they live in harmony.

My goal is always to be the most stupid person in the team, I hope I am surrounded by some really talented people. This is what excites us, and we can accomplish the toughest challenges.

6) Life is really capricious.

Bad things happen to you, you lose, you get out of control, you need to accept reality. In this situation, how do you survive and persist to success? A piece of advice: think of things as a mess.

The key to happiness is to lower your expectations. This is not to say that you should not pursue your goals, which means that you should be prepared for imperfections on the way forward. For example, when traveling abroad, Roizen will assume that the baggage is lost, the flight is delayed or the rental car does not arrive on time. I think about the worst outcome of all kinds of things, and I don't feel sad when bad things really happen. I put a change of clothes in my carry-on baggage and I did not schedule any meetings within two hours of landing. I expected very low, if bad things didn't happen, then I will be very happy. 95% of all pressures are on their own.

Roizen remembered that one of the entrepreneurs she knew who was always making plans, everything was well planned, but in fact things never worked out exactly as planned.

If you expect everything to go smoothly, bad things can fall on you. Life can be very bad sometimes, when this situation really happens, straighten up and move on.

If you fall and you can't get up, you will never accomplish anything for the rest of your life.

Remember, like the two sides of a coin, the ups and downs of life can also bring good things. When the opportunity comes, don't miss it, you don't know what's going to happen next. If you get 3 good job offer, don't always think about choosing the right one.

You may have chosen a less-than-good job, poor performance, and you have been fired, but there may be a better job opportunity in the future. And the lessons learned in this job are not to be gained in another, more stable work.

Roizen recalled a book he had read a long time ago, saying that when asked what was the best and worst thing that had happened in the last 5 years, the big people said the same thing, even divorce, cancer or unemployment.

But when you go on to ask him what is going to lead to a better life, it is often these bad things. Sometimes, accepting the ups and downs of life, you will find some good things disguised.

7) Make the most of your time

The most important thing you have is your time, because you can't create more time.

You can save your time with money or someone else's help, but eventually you will run out of time. So you need to be familiar with how you use your time. Many people don't know how much time is spent on everything, they have 1000 e-mails that haven't been answered, but they don't know what to do with them. The solution is to schedule the work no more than 5 hours a day, leave 3 hours to return mail, call, read, get the latest news. When people say there is no time, I will say, of course you have time, but you use to do other things.

Think about all the things that take time and start with them all the same. You have to understand that it takes time to sleep, and it takes time to read. Figure out what you like to do, what you can do to maximize your abilities, and then re-plan your time and spend your time on the right things. Ideally, you can set aside some time to think and sleep, but Roizen says sometimes it's hard to do it.

Spending more time at work means less time with family and friends. There is an illusion that relationships and communication do not need to be sustained in time, but in reality they are not. You may not be able to fully balance your time, but at least try to come.

If you do not give yourself time, then there is no time to do the right thing, there will always be a variety of emergencies.

8) 20-40-60 Law

Actor Shirleymaclaine first proposed this rule, the main content is: at the age of 20, you are always worried about what others think of you, 40 years old when you wake up, I don't care what others think. When you were 60 years old, you found out that nobody cares about you at all. The core idea of this rule is that no one is thinking of you from the start.

Of course, this is both a good thing and a bad thing. The downside is that no one is always concerned about how good you are, how much you earn, and whether you are satisfied with your work and relationships. "You need to think for yourself, if you're doing a job you don't like, you need to decide for yourself whether or not to change jobs, and you can't wait in the office for someone else to make your decision."

Your boss doesn't think about you, your coworkers don't think about you, you need to be considerate.

This sounds very difficult to accept. Some people spend a lot of time thinking about what other people think of themselves, deeply tortured, in fact, there is absolutely no need to do so.

I used to worry about the state of meetings when I wore outdated shoes and pleated suits after a long flight. I would be worried about how people would see me when they saw that I couldn't pack myself. But, one meeting, I found that no one thought "although this guy is very clever, but he disheveled, this person must not be."

People are always torturing themselves for some minor mistakes, saying the wrong things at the meeting, calling the right names and so on. You may waste a few weeks of your time to be annoyed, leading to inefficient work. If you find yourself like this, remember: no one is as concerned about you as you are. So don't worry too much about it.

Former Apple VP: If you're doing it effortlessly, it's a waste of time.