The Tao of Alibaba

Now available in Hardcover, EBook & Audiobook

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.

Read Full Synopsis
The Tao of Alibaba book
Hachette Book Group
Public Affairs



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's global sales and marketing operations.

Read Full Bio

Speaking & EVENTS


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

Keynote Speaker


Conference Welcome & Keynote I: Core Principles for Leading in an Unpredictable Future

Join us for a welcome message from AACSB leadership followed by the opening keynote session. Brian A. Wong, author of "The Tao of Alibaba," offers a compelling look into the dynamic mindset that propelled Alibaba to global prominence, reshaping not just commerce but also assumptions about the role business can play in doing good for society.

Event Details

University of Minnesota

The Tao of Diplomacy: Rediscovering Harmony in U.S.-China Relations

In the 2023 Bob and Kim Griffin Building U.S.-China Bridges Lecture, Wong offered his insights into how Chinese management philosophy and cultural practices can enhance our understanding of the U.S.-China relationship.

Event Details

The WLD Show

Brian Wong: How a Chinese American Witnessed Alibaba's Historic IPO during China's Meteoric Rise

In this episode, Will, Lee and Andrew from The WLD Show talk about Brian's experiences with Jack Ma at Alibaba, how he navigated his career, and his learnings from his experiences.

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.

Full SynopsisOrder Now
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.



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.

Mar 28, 2024

With Cainiao buyback, Alibaba takes aim at rivals' overseas advance

Investing in Cainiao's global infrastructure and leveraging that might be one way to reel in rivals, said Brian Wong, a former Alibaba employee and author of "The Tao of Alibaba".
Jan 3, 2024

Alibaba was once a Wall Street darling. After plunging 75% over three years, what’s next?

“Personnel-wise there are people that are leaving the company, they may feel the company is so big and bureaucratic, that is a reality,” said Brian Wong, former Alibaba Group vice president and author of “The Tao of Alibaba,” published in November 2022.
Sep 13, 2023

As Alibaba’s Stock Slides, Employee No. 52 Still Believes In Its “Tao”

Brian Wong, a long-time Alibaba insider and the author of “The Tao of Alibaba,” a study of its culture, told Forbes this week he expects the switch will ultimately work out.
Sep 13, 2023
Nikkei Asia

Jack Ma still Alibaba's 'biggest boss' as Daniel Zhang leaves cloud unit

The surprise resignation of Daniel Zhang as head of Alibaba's key cloud unit has thrown a spotlight on the continuing influence of Jack Ma over the company he helped found and led for over two decades.



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.

2017 - present


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.

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)