Doris Ke

Brand Architect. Marketer.

[Doris Ke @doriskeke]

2026 年的 resolution 我想好了，就是要继续坚定做一个特立独行的怪人，做一个我一直来都坚持的不循规蹈矩，从来不在盒子里玩的怪人，让我的脑子和身体都继续自由飞翔。任何刻板都无法定义我。

In 2026, I’m staying weird — refusing every box, and letting my mind and body keep flying free.

[Doris Ke @doriskeke]

A big AHA moment recently: Never try to change people’s lifestyle. Instead, empower the people who already live it — and let them inspire everyone else.

[Zara Zhang @zarazhangrui]

https://t.co/QfJPQXi1cO

[Doris Ke @doriskeke]

The concept of scaling is overrated. WHAT you are scaling is the key.

[Doris Ke @doriskeke]

I finally understood the prerequisites of “being myself”:
1.Root yourself. Know who you are. Stretch your strengths. Make sure your weaknesses aren’t fatal. Go deep, go extreme.
2.Choose ruthlessly. Let go of what doesn’t fit you. Say no. Play the 80/20 game. Focus on the core.
3.Execute with force. Commit fully. Hold the line. Take the actions that make your decisions real.

我明白了”做自己”的先决条件：
1.根要稳。把自己研究明白，长板拉长，短板不能���短，搞极致。
2.要舍得。舍掉那些不适合自己的，放弃。绝对的28选择，找核心。
3.力要狠。坚决贯彻，要坚持，要有坚定的态度和相应措施确保贯彻。

[Zara Zhang @zarazhangrui]

Don't wait until you have a product to build distribution

[Navalism @NavalismHQ]

"All benefits in life come from compound interest, whether in money, relationships, love, health, activities, or habits."

@naval

[Chris Bakke @ChrisJBakke]

Navigating "corporate speak" isn't easy.

Here's a helpful guide I put together:

"Let me check with my team" = No

"Possibly" = No

"On my roadmap" = Not happening

"This will be done in Q4" = This will be done in Q2 next year

"Disagree and commit" = I hate you

"Per my last email" = Try reading, for once in your life

"Challenging landscape" = We're going out of business, quickly

"Digital transformation" = We're going out of business, slowly

"Let's circle back" = We'll never speak of this again

"Take it offline" = We'll never speak of this again

"30,000 foot view" = I don't know what I'm saying

"Low hanging fruit" = Easy promotion

"Open up the kimono" = HR violation

"We use AI" = We don't use AI

"We use machine learning" = We don't use machine learning

"All hands on deck" = Let's actually try for once, please

[Codie Sanchez @Codie_Sanchez]

Every (good) business has 4 cycles:

1. You do everything.
2. You hire generalists to do many things.
3. You hire specialists to replace generalists.
4. The specialists run everything.

Every step is hard. Every step is worth it.

[XDash @XDash]

真格基金的投人方法论，虽然很社会达尔文，不过我基本都认同。创业的 X友 来看看中招了没 ——

1. 关于小天才：当描述一个人的才能，不用年龄作为限定值，他就是天才。以莫扎特举例，他16岁在宫廷乐队担任首席乐师，不是因为他16岁，而是因为他是同时代最好的乐手。

相对而言，小天才创业者适合技术创新阶段��当行业进入中后期，老司机和操盘手就来卷了。

2. 关于操盘手：把操盘手简单理解成高管是错误。在系统性找高管类创业者的早期，他们踩过不少坑，基于错误总��了“大闸蟹理论”——要警惕“阳澄湖大闸蟹”——这类人title光鲜、年薪夸张、追随者众，但没有独当一面做过业务，就好像“一个大闸蟹在阳澄湖里涮了一下，阳澄湖本身和他没关系”。后来，他们格外注重调查功绩归功于谁，是平台、老板还是这位高管。

操盘手更能准确描述他们想找的人。判断是不是操盘手的核心指标是，做过关键决策。关键决策又可以细分成：带业务从0到1、从1到100、从差到好。典型案例有沈鹏创立水滴（曾在美团做创新业务）、汪莹创立悦刻（曾担任Uber中国区域总经理）。

3. 两个对大企业高层人士的微妙观察。

1) 公司真正做关键决策的人未必是title最高的。最受老板重视的人，往往是老板的最佳执行者，他所负责的也许是公司核心产品，但这是老板意志的体现。他真正擅长的是执行和协调。操盘手可能生长在大体系边缘地带，如微信之于腾讯。

2) 高管也分职业经理人型和企业家型。对同一件事做解读，前者倾向描述内部资源和人力调配，常见话术是：这是谁的人、谁动了我的人、这是谁负责的事、我有什么资源、我得到了什么；后者倾向从用户、产品和竞争角度。

4. 关于老司机：是四象限中真格有最多遗憾的群体，拼多多、蔚小理、叮咚买菜等全归属这类。他们愈发相信，创业是一种性格，创业者是一种different animal（不同性质的人）。

以前偏爱��历光鲜的人，现在他们变了。相比跳槽众多的职业经理人，连续创业者更加分，因为“在高管里找创业者，有一点缘木求鱼的味道，相当于在风险规避者里去找冒险者”。所以，亮眼履历从优势变成有待澄清的事实：为什么你之前没创业？当然要综合行业特性，如企业服务领域高管的优势更大。

怎么判断是连续创业者还是连续失败者？要看是不是有一帮优秀的人一直跟着他干？是不是不断进步，犯的错误越来越高级？（比如张一鸣从创立九九房到今日头条，经历了跨越。）

5. 关于科学家：适用硬科技领域，判断科学家的标准是——“我们寻找的是姚明。”

一项量化研究破除了他们的一个偏见。拉出所有教授创业成功的案例，划分为：教授自己当CEO，教授只是挂名、学生任CEO的多种情形。他们意外发现，最成功的公司是教授没全职而学生全职（如大疆）。这破除了他们此前认定，一定要教授全职才能投的观点，放松了标准。

6. 两个量化研究：他们拉出640多家独角兽创始人履历，细化到籍贯、学校、专业、多少岁开始创业、创业以前是否有过创业经历、合伙人占股等。从分布看，沿海地区创业者偏多、东北籍偏少，学理科的比学文科的多，互联网创业者开始创业的黄金年龄是26-28岁左右，但若把过去20年A股上市公司囊括进来，这个数字变成35岁左右。

人才分布在时空上是不均匀的：从Google出来的创业者多，从斯坦福出来的创业者多，从一些超级中学（成都七中、北京四中、人大附中）出来的创业者多，华清嘉��是移动互联网时代的重要据点，网易三个总编辑（唐岩、李学凌、李甬）都创业成功，而他们都干了同一个职位。因此，应该尽可能预测下一个人才聚集密度高的地方。接下来，清华也许会是越来越重要的时空交织点。

7. 四条感性看法：

1) 思辨什么是聪明？口才好、说话快不一定是聪明，自信不一定是聪明，知识不对称不一定是聪明；成长速度快是聪明，看得深、看得远是聪明（如马斯克、王兴）。

2) 要投我想为他工作的人，不投他给我工作我觉得挺好的人。

3) 投天使就像开盲盒。遵循贝叶斯理论，年轻有成就，往后有成就的概率更高。尖刻一点说，“有的人40岁还不牛，盲盒都晒干了”。

4) 创业者西装革履是危险信号，证明活在规则中。

8. 在VC开始投年纪更大创业者的环境下，他们做出一个反主流选择。“我们天然偏向于更一无所有、从零到一、白手起家的人。”同时，在创业方向选择上，要和国家大方向一致。

—— via 腾讯科技·张小珺《徐小平退后一步，方爱之向前一步：中国风投第一起交接故事》

[Roshan Patel @roshanpateI]

The best DTC companies start with a specific product, then expand to own the category.

🛏️ Casper: Mattresses -> Sleep
💈 Hims: Hair loss -> Health & Wellness
🧳 Away: Suitcases -> Travel
🧦 Bombas: Socks -> Comfort
🚿 Harry's: Razors - > Grooming

[Michael Sutyak @msutyak]

How DTC Brands Grow to $100+ Million Annual Revenue

https://t.co/Sep7CVw1p7

[Nate Poulin @digitallynativ]

The secret to DTC success is to be a bootstrapped founder lead mission driven media brand with vertically integrated domestically produced innovative high margin products unlocking offline distribution and organic reach that yields free cash flow

[Doris Ke @doriskeke]

Thanks man!

[Michael Norris @briefnorris]

@tomxio @doriskeke Yes, as a long-time reader of 女子刀法, what's most impressive about Doris' thesis is it has refined over time and become more objective.

[Nate Poulin @digitallynativ]

I'm building a DTC/Business Podcast List

What'd I miss? (bonus: specific Eps)

[Christina Farr @chrissyfarr]

It’s the day of the Hims & Hers IPO. I spoke with CEO Andrew Dudum about all things SPACs and the future of consumer health.

One of the first IPOs here of a health-tech company that relies entirely on users paying cash https://t.co/F7ZLyQj4cm

[Nate Poulin @digitallynativ]

Last 30 days:

Hims going to IPO via SPAC at a $1.6B valuation

Warby raises $245M at $3B valuation

Allbirds raises $100M at $1.7B valuation

Honest Co seeking sale at $1B valuation

I’ll say it again: we are still in the early innings of this movement

[Doris Ke @doriskeke]

@pohuanzhitong Can i go to your island?

[OKH @ooikokhin]

For Gen Y, we were still kids during 1997 Asian financial crisis. We were either in or just got out of high school during 2007-08 global financial crisis. This coronavirus emergency is our generation's first financial crisis that we have to face as adults.

[Doris Ke @doriskeke]

That already happening in China

[Roberto Nickson @rpnickson]

@mrsharma I hope so.

So many of my friends spend 1-2 hours a day in the car to go to work where half the day is filled with pointless meetings.

Hope a lot of bosses around the globe realize having that time back makes for a happier, more effective worker.