一九九三年五月,我在一个恰当的时候读到了 A·里斯的《广告攻心战略——品牌定位》,一本恰到好处的书。说它是恰当的时候,是我结束了广州与北京茫然而忧愤的求索之途,拖着一个身心俱怠的病体和一个日臻成熟的观念回到昆明。在一个偶然的时分,我读到“为你自己及你的生涯定位”一文中“你一定要睁大眼睛,为自己找一匹马来骑”,不仅印证了雨果在其临终前夜写下的日记:“当一个观念的时机成熟时,全世界的军队都阻止不了它。”更为重要的,自此我改写了自己的事业生涯,选择做一个广告人。为自己找一匹马来骑。这匹马可能是一间公司,可以是几位才华横溢、道合志同的朋友,也可能是一个前景看好、正在 In May 1993, I read A · Reese’s “advertising strategy - brand positioning” at a proper time, a book just right. When it was proper, I ended up in a dazed and anguished quest for Guangzhou and Beijing, dragging a sick body and mind and a mature concept back to Kunming. At a time when I read “Positioning yourself and your career”, “You must open your eyes and find a horse for yourself to ride,” not only confirming Hugo’s writing on his deathbed Diary: “When the time is ripe for a concept, armies around the world can not stop it.” More importantly, I changed my career and chose to be an advertiser. Find a horse for yourself to ride. This horse may be a company, can be a few talented, unanimous friends, it may be a promising, is