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The Tao of Alibaba

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From long-time Alibaba executive and former special assistant to Jack Ma, this is the first book to articulate how Alibaba's unique culture and "taichi" management principles are providing a business and economic development model for the rest of the world.

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The Tao of Alibaba book
Hachette Book Group
Public Affairs

MEET BRIAN

                

Brian A. Wong

An entrepreneur and investor, with over 20 years of management experience in e-commerce and digital media.

As the Alibaba Group's 52nd employee, Brian served as Vice President of Global Initiatives, where he led the creation and management of international programs for governments, entrepreneurs and universities to demonstrate how e-commerce can promote inclusive development in emerging markets. During his 16-year tenure with the firm, Brian served as the Special Assistant to the Chairman for international affairs and Executive Director of the Alibaba Global Leadership Academy (AGLA), and led Alibaba.com's global sales and marketing operations.

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Speaking & EVENTS

                

Brian is available for keynote and other speaking engagements. Advisory services and team workshops can also be booked with Brian.

ALL EVENTS & INFO
Speaker

World Economic Forum

Panel: China's Platforms Go Global

l joined fellow Alibaba alumnus Bill Deng - founder of XTransfer, the world's largest B2B cross-border payment platform - on the "China's Platforms Go Global" panel.

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Speaker

Johns Hopkins-Nanjing Center

Commencement Speech at Johns Hopkins-Nanjing Center 40th anniversary

l had the honour of speaking on behalf of the international alumni community at the 40th Anniversary of the Hopkins-Nanjing Center - one of the most enduring and meaningful experiments in US-China educational exchanges.

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Moderator

BEYOND Expo 2026

Panel: The Algorithm Never Sleeps

The consensus from all three panelists: algorithm equals audience. Stop obsessing over the technology and focus on what your people actually want - the algorithm tends to follow. As one panelist put it: the algorithm is an animal you have to keep feeding. Frequency matters.

Event Details

The Tao of Alibaba

                

The Tao of Alibaba book

The Tao of Alibaba is the first book of its kind, providing a management guide to entrepreneurs, business executives, and even policy makers. It offers an inside view into not just how the company's leadership team created the world's largest e-commerce business, but also how it pioneered a new economic development paradigm by creating an innovative digital economy for China and beyond.

This book reveals the "Tao" of Alibaba—the company’s “secret sauce”—a consciously cultivated ethos and spirit that distinguishes it from its Western counterparts. This Alibaba way has enabled the organization to weather tough times and persist toward a common mission. It is a blueprint of the company’s management philosophy, crystalized into the most important elements that have driven its success.

This window into Alibaba's soul provides useful lessons for public and private sector leaders seeking new models for inclusive and equitable economic transformation.

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The book shows leaders how they can steer their organization toward maximizing performance while at the same time having a real impact onthe world around them.
Arianna Huffington
Founder and CEO, Thrive Global
Brian Wong has masterfully laid out the blueprint for how Alibaba built a mission-driven organization that truly empowers its employees.
Esther Wojcicki
Leading American educator, author, and fabled “godmother of Silicon Valley”
An insider’s account of one of the world’s most important companies and a rare opportunity to see not only what makes Alibaba tick, but also how it helped change China.
Peter Cappelli
George W. Taylor Professor of Management, the Wharton School, and co-author of Fortune Makers
This should be required reading for business school! The Tao of Alibaba bridges east and west and provides a fresh alternative to western frameworks for leadership and company building.
Connie Chan
General Partner, Andreessen Horowitz
[Wong’s] insights… are invaluable to anyone interested in starting and scaling a tech business.
Geoffrey Garrett
Dean, Robert R. Dockson Dean’s Chair in Business Administration and professor of management and organization, USC Marshall School of Business
This book will teach entrepreneurs how to build a global business better than any MBA course ever could.
Dr. Parag Khanna
International bestselling author of The Future is Asian
Brian Wong has done an absolutely brilliant job of drawing out the special genius of Jack Ma and The Tao of Alibaba… an absolute must-read!
Kishore Mahbubani
Founding Dean of the Lee Kuan Yew School of Public Policy, NUS, and author of Has China Won?
This book is a must-read for anyone looking for invaluable management insights on how to future-proof your company for the digital age.
R “Ray” Wang
Chairman of Constellation Research, Inc., and bestselling author of Disrupting Digital Business and Everyone Wants to Rule the World
A well-organized, well-written account of how Alibaba grew from a tiny startup to a corporate giant.
KIRKUS REVIEWS
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MEDIA

                

Bylines and Media Mentions

Brian is actively involved in a number of technology startups and high-level training initiatives aimed at sharing his experiences and passion for everything digital with like-minded people around the world.

ALL MEDIA
Jul 15, 2026
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Media
MAX CHERNOV

Max Chernov Podcast: Alibaba's First American Employee Reveals the Truth About China and US

In the podcast, I explain why China and US struggle to understand each other, and what America’s biggest challenge is right now, what Jack Ma is really like behind the scenes, and how he makes big decisions and why China suddenly looks more attractive to investors again.
Mar 18, 2026
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Media
REUTERS

Alibaba's AI strategy shift comes into focus with big bets on agents

"According to Brian Wong, a former Alibaba employee and author of 'The Tao of Alibaba,' the company’s wide-ranging ecosystem - spanning e-commerce, food delivery, travel, movie ticketing and more - ​means executing all those daily functions through a chatbot could fundamentally shift consumer behaviour."
Nov 24, 2025
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Media
CNBC

How Alibaba overcame Beijing’s crackdown to become an AI giant

"The hallmark of Jack and his personality is that he never gave up," Brian Wong, a former Alibaba executive and author of “The Tao of Alibaba,” told CNBC.
Oct 13, 2025
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Media
Bloomberg Businessweek (Vietnam)

Vietnam's leap forward is an opportunity in the AI era

projects

                

Ventures and Inititatives

Brian is actively involved in a number of technology startups and high-level training initiatives aimed at sharing his experiences and passion for everything digital with like-minded people around the world.

ALL PROJECTS
2013 - present

China Fellowship Program

Launched in 2013, the China Fellowship brings together a carefully selected group of accomplished, entrepreneurial private-sector leaders from across Greater China. Over two years, Fellows take moments to step away from the constant demands of leadership to engage in a rare kind of dialogue – one rooted not in tactics or transactions, but in enduring human questions: · What is a good society? · How should power be exercised? · What kind of legacy do I intend to leave?

China Fellowship Program
2017 - present

RADII Media

RADII (rā’dē-ī’) is an independent platform of artists, writers and creators dedicated to sharing vibrant stories from the rarely explored sides of Chinese youth culture.

RADII Media
2018 - present

Alibaba Global Initiatives (AGI)

The AGI mission is to share the positive impact of the new business paradigm in promoting inclusive development and to inspire and empower entrepreneurs, youth and women.

Alibaba Global Initiatives (AGI)