Summary of the Core Content
This article discusses the evolution of entrepreneurship in the AI era, proposing a central idea: "Cognition" has been surpassed by AI, and we must upgrade to "ability to know"—that is, shifting from knowing what knowledge to possessing the ability to think critically. By analyzing Zhang Yiming's success (which represents a level of "second-order ability to know"), the article predicts that new entrepreneurs in the AI era need to leap to a "third-order ability to know" (based on philosophical principles). It also offers guidance for ordinary people, suggesting the "path to quality" (refining one's work and cultivating the mind). Both paths ultimately point towards aligning or even surpassing the frequency of our consciousness with the demands of the times, by returning to the fundamental principles of human existence.
Detailed Interpretation
1. From "Cognition" to "Ability to Know": The Fundamental Upgrade
In the past, "cognition" referred to the knowledge and information one possesses (such as how to start a company or develop a product). However, now AI can memorize all this information and even use it more effectively than humans, meaning that knowledge itself is no longer powerful.
What does "ability to know" entail? It's your ability to process and understand information—whether you can break down complex issues into models, see beyond the surface, or quickly grasp new concepts. For example, when Zhang Yiming converses with founders of acquired companies, they realize his ability to think in a broader, more insightful way. In simple terms, "cognition" is about accumulated knowledge, while "ability to know" is about the skill of acquiring and applying new knowledge.
2. Zhang Yiming's Victory: The Demolition of Conventional Approaches with Second-Order Ability to Know
Entrepreneurs from the PC internet era (such as early-stage figures like Jack Ma and Pony Ma) relied on "first-order ability to know," which involved applying successful foreign models in China (a form of "experience-based innovation").
Zhang Yiming, however, possesses "second-order ability to know"—he believes that everything can be modeled, and any lack of modeling is due to insufficient computational power. He used these models to reinvent content distribution (with platforms like Toutiao) and short videos (with Douyin), and even expanded into overseas markets (TikTok). His approach effectively "compressed information using logic," giving him a competitive advantage over those who relied on traditional methods.
3. The New "Zhang Yiming" of the AI Era: The Need for Third-Order Ability to Know
AI is more rational and adept at modeling, so second-order ability to know is no longer enough. New entrepreneurs must move towards "third-order ability to know," which is driven by deep philosophical principles—something beyond mere logic or deduction. This involves intuition, inspiration, and a sense of aligning with fundamental truths.
For instance, Liang Wenfeng from DeepSeek noted that while the past 30 years have focused on profit generation rather than innovation, the future requires a different approach when applying internet strategies to AI. His motivation is curiosity and a desire to create, similar to figures like Elon Musk (aiming for space exploration) and Steve Jobs (inspiring others). This path is challenging but represents the direction of the times.
4. The Path for Ordinary People: Refining Work and Cultivating the Mind
Not everyone can become a giant, but ordinary people can still pursue quality by turning their daily tasks into meaningful "works."
What constitutes "quality"? It's about integrating personal passion with the task at hand—doing something not just for profit or promotion, but with genuine commitment. For example, making coffee is about crafting the best taste, and writing an article is about expressing your views sincerely. The key to this path is to focus inward, avoiding competition or complacency, and using tasks as a means of self-improvement. As the book "Zen and the Art of Motorcycle Maintenance" suggests, "listen to the guidance of quality and turn your work into art." When your work reflects genuine care, it will resonate with others and shine as a small act of brilliance.
5. The Common Core of Both Paths: Aligning Human Frequency with the Pace of Change
Whether you aim for third-order ability to know or simply seek quality in your work, the essence is to enhance your "ability to know"—to raise the frequency of your consciousness (your level of understanding and commitment) above that of your actions.
The AI era is fast-paced, and past experiences are becoming obsolete. We must return to the fundamental principles of human behavior, where humans guide their actions rather than being led by them. Business is often driven by desires (low-frequency energy), but by transforming negative emotions into fuel for self-improvement, we can find meaning in our endeavors. Ultimately, "ability to know" surpasses mere knowledge, allowing us to steer the course of the times.
This article does not delve into specific business tactics; instead, it emphasizes that in the AI era, the most crucial competitive advantage lies in your ability to think critically and the depth of your consciousness. Whether you aspire to be a leader or just want to live a meaningful life, the key is to cultivate your cognitive abilities and align your mindset with the higher aspirations of humanity.