Pursuit Beyond Profit
Good companies don’t just ask “can we make money”—they first ask “is this the right thing?”
📌 Concept Explanation
Pursuit beyond profit = placing consumer needs before company short-term interests; when encountering problems first asking “is this the right thing?” rather than “will this make money?”
A restaurant—ingredients price went up. Boss faces two choices: secretly switch to cheaper ingredients or raise prices and inform customers. A boss with “pursuit beyond profit” chooses latter—not because calculated but because “deceiving customers isn’t what I should do.” Short-term might earn less, but 20 years later this restaurant still exists while that one secretly switching ingredients long closed.
💡 Core Understanding
1. Pursuit beyond profit ≠ profit above all—meanings are exactly opposite.
This concept comes from Built to Last—visionary companies guided by core values, not just making money. Most companies when facing problems first ask “will this make money?”; companies with pursuit beyond profit first ask “is this the right thing?”—difference small but 20 years later huge difference.
2. Companies with pursuit beyond profit more easily persist doing right things without being led astray by short-term temptations.
This pursuit makes companies easier to see essence of things and harder to do wrong things. Apple is most typical case—when launching environmental initiatives, protecting employee safety, “won’t consider damn ROI”—this is pursuit beyond profit.
3. Necessary condition for good enterprises but not sufficient condition.
Enterprises with pursuit beyond profit have much higher probability of becoming good enterprises than average—the longer time, bigger difference. But not enough—also need good business model. Good corporate culture probably refers to pursuit beyond profit while “profit-above-all” culture is worst corporate culture.
4. Pursuit beyond profit = placing consumer needs before company short-term interests.
Most companies when facing problems discuss whether can make money; companies with pursuit beyond profit might first ask “is this the right thing? Is this money we should earn?” Actually difference small but 20 years later huge difference.
5. This pursuit applies at every level—not just CEO matter.
(2013-03-03, Business Logic)
❓ Selected Q&A
Q: What is pursuit beyond profit?
A: Pursuit beyond profit means placing consumer needs before company short-term interests. Most companies when facing problems discuss whether can make money; companies with pursuit beyond profit might first ask—is this the right thing? Is this money we should earn…? Actually difference small but 20 years later huge difference. (2020-07-10, Business Logic)
Q: Will companies with pursuit beyond profit definitely succeed?
A: Having “beyond profit” pursuit isn’t sufficient condition for good enterprises, but enterprises with it have much higher probability of becoming good enterprises than average—the longer time, bigger difference. (2013-03-03, Business Logic)
Q: Where does Apple’s pursuit beyond profit manifest?
A: He said: “When we put in effort so blind people can also use our devices, I won’t consider damn ROI.” Apple same regarding environmental initiatives, employee safety and other policies.—This called pursuit beyond profit! (2019-06-27, Business Logic)
Q: How did Jobs understand pursuit beyond profit?
A: (Quoting Jobs’ own words) “My passion is building an enduring company where people motivated creating great products. Everything else secondary. Of course making money great because then you can create great products. Motivation comes from products not profit. Scully inverted priorities treating profit as goal. This difference subtle but affects everything: who you hire, who you promote, discussed in meetings.” (2014-02-01, Business Logic)
📖 Case Analysis
Apple: Most complete interpretation of pursuit beyond profit
Duan quoted Jobs’ self-statement at beginning of business logic chapter commenting: “Jim Collins in Built to Last once summarized one trait of great enterprises as ‘pursuit beyond profit’—Jobs and his Apple gave perfect interpretation to this trait.” (2014-02-01)
Jobs’ core points:
- Motivation comes from products, not profit
- Scully treated profit as goal—fundamental reason for Apple’s decline
- Great companies build “enduring companies” rather than earning money and leaving
BBK/OPPO: Not earning money shouldn’t be earned
Duan said: “Our company belongs to category knowing some money shouldn’t be earned.” Specific manifestations:
- No OEM (even reject Walmart’s 1 million unit order)
- No bargaining (all customers same price, no discounts)
- No credit sales, no delayed payments, no late wages
Behind these “things not done” lies questioning “is this the right thing?” rather than “will this make money?”
💬 Original Quotes
**Pursuit beyond profit means placing consumer needs before company short-term interests. Most companies when facing problems discuss whether can make money; companies with pursuit beyond profit might first ask—is this the right thing?…Actually difference small but 20 years later huge difference.” (2020-07-10, Business Logic)
**When we put in effort so blind people can also use our devices, I won’t consider damn ROI.” — Cook (quoted by Duan, 2019-06-27, Business Logic)
**Having ‘beyond profit’ pursuit isn’t sufficient condition for good enterprises, but enterprises with it have much higher probability of becoming good enterprises than average—the longer time, bigger difference.” (2013-03-03, Business Logic)
**Actually truly good sustainable enterprises mostly don’t focus on profits—profits merely natural results, so-called letting profits chase after you kind.” (2011-01-28, Business Logic)
⚠️ Common Misconceptions
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❌ “Pursuit beyond profit means doing charity, not making money” — “Meaning of pursuit beyond profit isn’t profit above all—exactly opposite”—not about not making money but placing consumer needs before short-term interests while making money. Apple has both pursuit beyond profit and among world’s most profitable companies.
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❌ “With pursuit beyond profit company will definitely succeed” — “‘Beyond profit’ pursuit isn’t sufficient condition for good enterprises”—it’s necessary condition but not enough. Also need good business model and circle of competence.
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❌ “This concept only applies to large companies or CEOs” — “If you’re manager with ‘beyond profit’ pursuit you’ll find many ideas”—this way of thinking applies at every level.
🔗 Related Nodes
Upstream concepts (prerequisites for understanding this concept): Benfen · Corporate Culture
Downstream concepts (conclusions derived from this): Business Model · Moat · Standards for Good Companies · Long-termism
Related Company Cases Apple · BBK · OPPO · New Oriental
Related People Duan Yongping · Jobs
Reference Books: Built to Last · Good to Great
利润之上的追求
好公司不只问”能不能赚钱”，还会先问”这是对的事情吗”
📌 概念解析
利润之上的追求 = 把消费者需求放在公司短期利益前面，碰到问题先问”这是对的事情吗”而不是”有没有钱赚”。
一家餐厅，食材涨价了，老板面临两个选择：偷偷换成便宜食材，或者涨价告知顾客。有”利润之上追求”的老板会选后者——不是因为算了一笔账，而是因为”骗顾客不是我该做的事”。短期可能少赚一点，但20年后，这家餐厅还在，那家偷换食材的早就关门了。
💡 核心理解
1. 利润之上的追求 ≠ 利润至上，意思正好相反。
这个概念来自《基业长青》，指的是有远见的公司受核心价值观引导，而不仅仅是赚钱。多数公司碰到问题先问”有没有钱赚”，有利润之上追求的公司先问”这是对的事情吗”——差别很小，但20年后差别很大。
2. 有利润之上追求的公司更容易坚持做对的事情，不被短期诱惑带偏。
这种追求让公司更容易看到事物的本质，更不容易做错的事情。苹果是最典型的案例——在发起环保倡议、保护员工安全时，“是不会考虑该死的ROI的”，这就是利润之上的追求。
3. 这是好企业的必要条件，但不是充分条件。
有利润之上追求的企业成为好企业的概率要比一般企业大很多，时间越长差别越大。但它不够——还需要好的生意模式。好的企业文化大概指的就是利润之上的追求，而”利润至上”的文化是最差的企业文化。
4. 利润之上的追求 = 把消费者需求放在公司短期利益前面。
多数公司碰到问题时讨论的都是有没有钱赚的问题，而有利润之上追求的公司碰到问题时可能会先问一句”这是对的事情吗？这是应该赚的钱吗？“其实差别很小，但20年后差别很大。
5. 这个追求在任何层级都适用，不只是CEO的事。
（2013-03-03，商业逻辑篇）
❓ 精选问答
问：什么是利润之上的追求？
答：利润之上的追求指的是把消费者需求放在公司短期利益前面。多数公司碰到问题时讨论的都是有没有钱赚的问题，而有利润之上追求的公司碰到问题时可能会先问一句，这是对的事情吗？这是应该赚的钱吗……？其实差别很小，但20年后差别很大。（2020-07-10，商业逻辑篇）
问：有利润之上追求的公司一定能成功吗？
答：有”利润之上”追求并不是好企业的充分条件，但有”利润之上”追求的企业成为好企业的概率要比一般企业大很多，时间越长差别越大。（2013-03-03，商业逻辑篇）
问：苹果的利润之上追求体现在哪里？
答：他说：“当我们付出努力，为了让盲人也可以使用我们的设备时，我是不会考虑该死的ROI（投资回报率）的。“苹果在发起环保倡议、保护员工安全和其他政策时也是如此。———这就叫利润之上的追求！（2019-06-27，商业逻辑篇）
问：乔布斯是怎么理解利润之上的追求的？
答：（引用乔布斯自述）“我的激情所在是打造一家可以传世的公司，这家公司里的人动力十足地创造伟大的产品。其他一切都是第二位的。当然，能赚钱很棒，因为那样你才能够制造伟大的产品。但是动力来自产品，而不是利润。斯卡利本末倒置，把赚钱当成了目标。这种差别很微妙，但它却会影响每一件事：你聘用谁，提拔谁，会议上讨论什么事情。“（2014-02-01，商业逻辑篇）
📖 案例拆解
苹果：利润之上追求的最完整诠释
段永平在商业逻辑篇开篇就引用了乔布斯的自述，并评价：“吉姆.柯林斯在《基业长青》中曾经总结过伟大企业的其中一项特质是’利润之上的追求’，乔布斯和他的苹果给予了这项特质以最完美的诠释。“（2014-02-01）
乔布斯的核心观点：
- 动力来自产品，而不是利润
- 斯卡利把赚钱当成了目标，这是苹果衰落的根本原因
- 伟大的公司是打造”可以传世的公司”，而不是赚了钱就走
步步高/OPPO：不赚不该赚的钱
段永平说：“我们公司是属于知道有些钱是不能赚的这类公司。“具体体现：
- 不做OEM（即使沃尔玛下100万台订单也拒绝）
- 不讨价还价（所有客户价格完全一样，没有折扣）
- 不赊账、不拖付货款、不晚发工资
这些”不做的事情”背后，都是”这是对的事情吗”的追问，而不是”有没有钱赚”。
💬 原文金句
“利润之上的追求指的是把消费者需求放在公司短期利益前面。多数公司碰到问题时讨论的都是有没有钱赚的问题，而有利润之上追求的公司碰到问题时可能会先问一句，这是对的事情吗？……其实差别很小，但20年后差别很大。“（2020-07-10，商业逻辑篇）
“当我们付出努力，为了让盲人也可以使用我们的设备时，我是不会考虑该死的ROI（投资回报率）的。“——库克（引用自段永平，2019-06-27，商业逻辑篇）
“有’利润之上’追求并不是好企业的充分条件，但有’利润之上’追求的企业成为好企业的概率要比一般企业大很多，时间越长差别越大。“（2013-03-03，商业逻辑篇）
“其实真正好的能持续经营的企业大多都不是着眼于利润的，利润不过是水到渠成的结果而已，就是所谓让利润追着自己跑的那种。“（2011-01-28，商业逻辑篇）
⚠️ 常见误区
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❌ “利润之上的追求就是做公益、不赚钱” — “利润之上的追求的意思不是利润至上，意思正好相反”——它不是不赚钱，而是在赚钱的同时，把消费者需求放在短期利益前面。苹果既有利润之上的追求，也是全球最赚钱的公司之一。
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❌ “只要有利润之上的追求，公司就一定能成功” — “有’利润之上’追求并不是好企业的充分条件”——它是必要条件，但不够。还需要好的生意模式和能力圈。
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❌ “这个概念只适用于大公司或CEO” — “如果你是一个有’利润之上’追求的manager，你就会找到很多ideas”——这个思维方式在任何层级都适用。
🔗 关联节点
下游概念（由此推导出的结论）： 生意模式 · 护城河 · 好公司的标准 · 长期主义
参考书目： 《基业长青》（Built to Last）· 《从优秀到卓越》（Good to Great）