In Qiantang in September, the heat has not subsided. The aftermath of the autumn tiger still shrouded the city in the irritability of the cicadas.

While Jobs vomited blood and fell into a coma, Gu Cheng's pressure was actually not small at all.

AMONG THE MILLIONS OF CHINESE PEOPLE WHO BOUGHT IPHONE-3G MOBILE PHONES, AT LEAST THREE OR FOUR HUNDRED THOUSAND CHOSE TO SPRAY GU CHENG.

Suddenly, Gu Cheng, who was not thick-skinned enough, felt a great psychological unhappiness - he had not yet practiced the concentration of Ma Teng in another time and space. Ma Teng in later generations, because of his consistent posture of "think about it with your brain, can you become stronger without charging Q coins" from crossing the line of fire to poisoned milk powder to masturbating Ah A, has been sprayed by primary school students across the country, and there is no way to defend it.

So much so that he got used to it later, once the family felt uncomfortable when they saw the public opinion spraying the Ma family, Ma Teng would comfort them in private: Go with them, the people who spray me like this every day are not 100 million but 80 million, not worse than these.

It's a pity that Gu Cheng has always been a conscientious social, and has never set foot in the hormone-dominated filthy industry, his skin is not thick enough, and inner discomfort is inevitable.

So he chose to rest at home for a few days to relax the tension caused by various negotiations and mediations a while ago.

Second, it is also because his YY electronics allows several large companies in the industry with background and resources to invest in shares and increase capital, and at this moment he has to stay out of the matter, and it is also good for him to render "Gu Cheng has no intention of making waves in the hardware industry".

Living in Yi'an Garden, he sunbathes in the SPA every day, and occasionally drives his yacht to West Lake for a ride. Received some guests who came and went without white ding, and gladly accepted the interviews and comforts of Lin Zhiling, Liu Hui and other female subordinates and artists.

Pan Jieying also accompanied Gu Cheng on vacation, personally inquired about Gu Cheng's diet and daily life every day, chatted with him, and talked about some business prospects, which was very attentive.

Gu Cheng was depressed in his heart, and he felt warm about Pan Jieying's pain, so he had to moisten and soothe it every day.

"These people have no conscience! Obviously, we are doing the right thing for heaven, and we won't have much direct benefit if we destroy the apple. They're still spraying you. ”

On this day, after being beaten by Gu Cheng, Pan Jieying felt unfair for him in her heart, and complained about the fruit powder.

Gu Cheng was very generous, caressing Pan Jieying's moist richness, and comforted in turn:

"Don't take it to heart. There are some things that you still don't understand thoroughly - in business, there is a concept called 'sunk cost', which is an important factor for companies to tie up customers in industries that lack technical barriers and thresholds and moats in this era. Obviously, Steve Jobs was a master of 'sunk costs', a gambler. It's not that easy to completely wash away his influence. ”

Pan Jieying has studied MBA and is naturally familiar with the basic concepts of various economics. As soon as Gu Cheng mentioned this term, she immediately woke up.

"Sunk costs" are costs that have already occurred in the past, are impossible to recover, and are not subject to any present or future decision. It comes in a variety of forms and can include time, money, and energy.

According to human nature, when a person decides whether to do something, he not only looks at whether it is good for him, but also whether he has invested in it in the past.

Take a popular example, such as betting-betting. Suppose a gambler participates in a game with the "every round doubles the bet over the last" rule, and then loses three or four games in a row, losing 500, 1000, and 2000 pieces in each game.

By this time, he had already lost his eyes. There is also a new opportunity in front of us: a hand with 4,000 yuan has doubled from the previous one. If you win, you can get back the money you lost in the first three games with interest, and you can win an extra 500 yuan.

Think about it with the human nature of a normal person, and believe that the vast majority of gamblers will continue to gamble - because he has already smashed 3,500 yuan. If you stop at this time, the previous investment will be lost.

For enterprises, if a half-developed project is suspended, then the depreciation of personnel wages and equipment that has been spent before will be lost. Therefore, when many companies know that the future of a project is not very good, they may also be reluctant to break their arms and stop losses decisively just because "they have spent too much".

As far as the state is concerned, it is clear that some state-owned enterprises have become "zombie enterprises" that are powerless to recover, but because of the concern that "the banks have already made a lot of loans to these enterprises through administrative intervention, and if the enterprises go bankrupt, the previous loans will all become bad debts", they continue to give blood transfusions to those tumors, and cannot see through the truth that "although the carbuncle hurts, it is better than raising drugs".

FOR FRUIT FANS, EVEN IF JOBS IS NOW PROVEN TO BE A REAL TYRANT, THEY HAVE SPENT THREE OR FOUR THOUSAND YUAN TO BUY A MOBILE PHONE, AND THEY HAVE USED AN IPHONE TO PRETEND TO BE A FORCE, AND EVERYONE AROUND THEM KNOWS THAT THEY ARE PROUD OF IT.

Now if the situation reverses, not only will the three or four thousand yuan that those people have spent not play the role of pretending, but they will also be treated as a joke by the people around them. At this time, the money that has been spent, and the face that has been covered in his hands, are all "sunk costs" that have been played away by Jobs.

So, it's not easy to turn back. The more money and face you spend on Apple's stuff, the more you have to hold on to your neck to the end.

After Pan Jieying figured out the cause and effect, she leaned on Gu Cheng's arms and gently analyzed:

"IT'S REALLY PITIFUL, FORTUNATELY, THERE ARE LESS THAN 1 MILLION PEOPLE WHO HAVE BOUGHT IPHONES IN CHINA, AND MOST OF THEM ARE STILL QUITE RICH, AND THEY ARE NOT AFRAID OF 'SPENDING THE WRONG MONEY' This kind of trivial matter will attract ridicule from the people around them, so it is relatively easy to turn back.

According to what you said, the 300,000 people who have been staring at the 1 million people who refuse to turn back are estimated to be the poorest and most unaffordable among the fruit fans. FOR THESE PEOPLE, BUYING AN IPHONE IS A BIG EXPENSE, AND THE FREQUENCY OF USING IT TO PRETEND TO BE FORCED IS RELATIVELY HIGH, AND THE COST OF TURNING BACK IS TOO GREAT - THESE PEOPLE, DO THEY STILL NEED TO SAVE IT? OR JUST LET THEM SPRAY IT?"

Her words are still very precise, after all, she is also a gambler, and she also spent sunk costs, if gambler A has 10 million capital, it is relatively easy to stop after losing a few thousand yuan - because a few thousand yuan is nothing compared to his total gambling capital.

But if gambler B only has a total of 10,000 yuan, after losing a few thousand yuan, it is easy to become red-eyed.

IN OTHER WORDS, AFTER JOBS'S FACE WAS SWOLLEN BY GU CHENG, THE FRUIT POWDER THAT STILL STUCK HIS NECK WAS OFTEN NOT A REAL LOCAL TYRANT FRUIT POWDER, BUT A HANDFUL OF "CRITICAL FRUIT POWDER" THAT SOLD KIDNEY SALES IN EXCHANGE FOR IPHONE-3G. NO MATTER HOW POOR YOU ARE, YOU CAN'T AFFORD AN IPHONE.

In the face of Pan Jieying's resentment and vacillation, Gu Cheng's heart is very fraternal.

"Of course, to save, they are all Chinese and compatriots. They are just consumers, and it is only Steve Jobs who makes mistakes, not them, so why should we watch them fall deeper and deeper? Of course, we have to influence them. ”

Hearing Gu Cheng's statement, Pan Jieying's first reaction was that Gu Cheng was saying beautiful things to put on the stage. But then I felt that it was wrong.

How can anyone say those sanctimonious things to his woman in bed?

Could it be that Gu Cheng really thinks so?

"Then what are you going to do?" Pan Jieying couldn't help but be curious.

Gu Cheng said: "Recently, there have been more people from all sides, and their views are more chaotic. Even the Information Office of the State Council was said to be 'suspected of being used by capital' and urgently needed to be whitewashed. Therefore, in addition to a new interview and debate program recently, CCTV invited me to the opening venue. I'll just clarify these things by the way and save those fruit powders. ”

……

The CCTV talk show mentioned by Gu Cheng can be regarded as having to be launched in response to the pressure of variety shows and interviews on satellite TV at the provincial level, called "Let's Talk", which was released just after the meeting in September.

The host is also relatively slightly compulsive, and it is Sa Beining, who once hosted CCTV's legal talk show "Today's Statement".

Historically, the planning of this show was actually "ancient", but it was limited by the lack of openness in the domestic political environment, so it was not released until the end of August and early September 2012 after the end of the re-session. And business tycoons such as Ma Feng and Li Yanhong have also participated in the show "Let's Talk" in another time and space to pretend to be forced.

Ma Feng's famous sentence "I don't care about money, in fact, what is the use of money" is a casual pretending of "life is small" when he went to the UK with the program team.

Now, perhaps it is the early release of the media environment, or it may be other pressures caused by Gu Cheng, in short, this case has been released several years ahead of schedule.

Gu Cheng rested at home for a few days and recuperated, then received an official invitation from CCTV and flew to the capital again within a month.

The show will air on Saturday, September 20th. As a CCTV interview, it will definitely not be a live broadcast, so it will be recorded on September 15. Gu Cheng arrived in the capital a day in advance, and CCTV immediately sent someone over to give him an outline of the content of the proposed question.

However, Gu Cheng didn't plan to prepare, so he tore it up and threw it into the trash.

He hopes to do the same as he did with Donald four years ago, advertising that "the host doesn't know what to ask in advance, and the guests don't know what they're going to be asked."

He hopes to be the same as "Larry King Moment", to embody the absolute authenticity.

However, Sabenin did not know all this.

He still prepared in advance, and explained some discipline to the audience, so as not to ask discordant questions that were not in the script. Besides, as a recording and broadcasting, even if someone asks, the director can pinch it off when editing in the post-production.

However, Gu Cheng is well aware of these unspoken rules, and gave CCTV a preventive shot before appearing: it is okay to let the master out of the show, but the master must have the right to interfere with what content can be released, and it is not allowed to cut it casually, as long as there is no obvious reactionary prohibition.

If you dare to wantonly harmonize our lens, there will be no cooperation next time, and we will go to NICONICO to do an interview ourselves. Gu Cheng can say and do.

In the face of Gu Cheng's strength, Sa Beining, who was angry at both ends of the cracks, naturally had to accept it first, and then help Gu Cheng convey it.