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王延坤在郓城县小有名气。原在机关上班的他，离职后办起了郓城县大众中介介绍所，并且搞得红红火火，仅今年春节后的1个月里，中介所为300多人办理了外出务工手续。短短两年的时间，王延坤向外输出了几千名当地富余劳动力。加上其他的业务收入，王延坤的中介所年收入10多万元。熟人都跟他开玩笑：“老王你真行！一间小屋，一部电话，一年赚个十几万。”
其实老王的钱来得并不那么轻松。每一次输出劳动力，哪怕只有一个人，他都要亲自送到接收地，安排好了再回来。他跟车往西藏运送小尾寒羊，在车里一蹲就是四五天，强烈的高原反应，常常让他半个多月恢复不过来。即使这样，几年内他向外输出了12万只当地有名的小尾寒羊。有人不明白：退下来就享享清福算了，又不是缺钱花，折腾什么？他总是笑笑：“人总要干点事情。不管干什么，干就要把它干好，不吃点苦哪行？”
从机关干部到开创自己的事业，在已年过半百的王延坤身上，彰显的是一种敢于挑战自我、开拓进取的精神。其实在菏泽，像王延坤这样打破陈旧观念的束缚去干事的人正在逐渐增多，一种转变观念的风气在菏泽悄然兴起。
有的研究者对菏泽的落后分析时认为，地处鲁西南的菏泽，是过去鲁国的属地，受儒家思想影响较重，儒家思想中保守、重农轻商的内容使菏泽人普遍缺乏开拓的精神，对新事物接受和适应慢，从而失去了很多的发展机会，慢慢地就落在了后面，与传承了齐文化的东部地区的差距逐渐拉大。
仔细看这不无道理。以花钱为例，菏泽人挣了钱，不是想着如何去消费，也不是想着如何搞投资，他们的第一个念头是存进银行里。这与其收入普遍低、收入来源不稳定有关，但也显示出封闭保守的思想观念。菏泽人很少去寻找好的发展机会，即使有些机会也会怕有风险而不敢去做。有时候犹豫再三，反复掂量后才作出决定，往往是已经失去了好机会。外表勤劳的菏泽人内心却是懒惰的，他们很少主动思考和尝试发家致富的道路，所以他们因为内心的惰性而使体力上的勤劳变得成果无几，在发展缓慢的圈子里徘徊。
在经济上的差距面前，菏泽人演化出一种复杂的情绪。中共菏泽市委书记陈光把其归结为“三气”——牛气、怨气、丧气。
有人穷且牛气：别看菏泽工业不行，农业不比谁差；经济虽然落后，但我们的文化底蕴深厚；谁说洛阳牡丹甲天下？菏泽牡丹胜洛阳！
有人满腹怨气：计划经济时期，光让我们发展粮、棉、油，不让我们上工业项目，为国家作了贡献，吃了大亏没人疼；改革开放后，国家的政策向东部倾斜，东部有港口、码头、机场、高速公路、开发区、保税区、大学城，我们有什么？
更多的人一脸丧气：“菏泽是没有希望了。”
面对这种思想现状，2003年初，陈光化名在菏泽市委机关报上发出一篇文章，专门诊断观念病灶，剖析菏泽“三气”。“菏泽为什么穷？说到底就是思想不解放，观念不更新”。在这样的思想状态下，菏泽要走出贫穷，难；要实现大发展，更难。“菏泽要发展，抓住了干部队伍就不难。菏泽的落后关键在于不落实，不落实的根源就在干部身上。往后，就是要让干事创业者吃香，让不干事者没有市场”。
2003年6月，配合改变“三气”，菏泽开始了一次不同于往常的“换脑”工程，组织机关干部外出考察的路线，不再是珠江三角洲、长江三角洲，而是山东的德州、滨州和聊城。“南方取经已经有过多次，都是看时热血沸腾，回来冷冷清清。这次就是要从过去的追兵现在的标兵学起。”陈光如此解释此举的动机。走德州，过滨州，看聊城，菏泽的干部们由吃惊而思考：“同样是‘西部’，同样是欠发达的农业地区，人家为什么有动辄几十亿元、上百亿元的投资，而我们却还盯着土地找饭吃？”
在“换脑”的同时，菏泽的整顿干部作风工作也在加压。2004年1月，菏泽市政府下发2004年“第一号文”，25名乡镇主要负责人被同时党内警告或行政记过，原因是这些人在经济指标上弄虚作假。如此大规模严厉地处理干部，在菏泽还是第一次。2003年，菏泽市仅因公路“三乱”和不规范执法，就有179名党政人员受到处分。
由上到下，由干部到群众，一场观念革新的运动在菏泽迅速掀起。菏泽市委副秘书长周铁伦说：“摆差距，说潜力，让牛气变服气，让怨气变志气，让丧气变勇气。菏泽人开始重新打量自己。”
思想的转变体现在行动上，换来的就是成绩和效益。巨野县地处菏泽东部，县委书记王长松讲了这样一个故事。巨野县县城的地下水质差，喝了容易拉肚子，由于种种原因，原来为县城供水的自来水公司几年前倒闭了，居民吃水就靠抽取地下水。当地人没有办法，只好凑合着喝，外来的客人就不行了，住不过3天就要走人，后来竟因为吃水问题而“谈巨野色变”。“吃水问题都解决不了，还靠什么招商引资，谈什么发展？”经过讨论论证，巨野县利用开发巨野煤田的机会，就自来水建设与兖矿集团达成协议，兖矿集团在巨野县境内一处水质好的地方挖了5口深水井向巨野县城供应自来水，巨野县向兖矿出让25年的经营权。结果是县城的居民吃上了好水，而且价格比原来的还低。“观念一转，问题就解决了。”王长松说，过去我们老是认为把事情让别人干，损失了多少东西。其实没什么怕的，在双赢的前提下，谁能干好就让谁来干。
“突破菏泽”现场会后，一场更深刻的转变观念大潮随之涌动。王长松认为，过去菏泽人在总结发展滞后时也说是思想观念落后，但到底落后在哪里？该如何改？却很少有人去思考和实践。往往是有好的发展思路，但意识不强、重点不突出、投入太少，结果是不见效果。有了这次突破菏泽的机会，从干部到群众必须从行动上来改变固有的思想中的顽疾，为实现一个跨越式发展创造一个好的思想环境。
郓城县县长刘国生看重的则是务实。“不能光看别人的思路好就盲目去学，首先看是否适合自己。”他的观点是，不管如何解放思想观念，最根本的是要从自身的实际出发。如果一味地去追求先进，机械照搬，有可能又流于走形式，走不通还是回到原来的样子，没有任何进步反而浪费了时间和资源。所以，立足当地的资源，利用外来好的思路，发挥好优势，才是真正的解放思想、转变观念。
曹县电业局局长助理张力的话更直白：“这恐怕是菏泽的最后一次发展机遇了，利用这次机会多干出点成绩，才是最实在的。”
在2月29日召开的菏泽市干部作风集中教育整顿活动动员大会上，陈光围绕干部作风建设问题提出了“十个坚持、十个反对”：坚持顽强拼搏、知耻奋进，反对悲观失望、精神滑坡；坚持自我加压、勇创一流，反对不求有功、但求无过；坚持探索求知、奋发进取，反对照抄照搬、不思创新；坚持令行禁止、维护大局，反对随心所欲、不讲政治；坚持严谨细致、扎实工作，反对作风浮漂、大而化之；坚持实事求是、求真务实，反对弄虚作假、欺上瞒下；坚持只争朝夕、雷厉风行，反对推诿扯皮、不讲效率 ；坚持铺下身子、埋头苦干，反对心浮气躁、追名逐利；坚持深入基层、亲民爱民，反对高高在上、脱离群众；坚持党性原则、勇于批评，反对一团和气、关系庸俗。可以说，这是菏泽干部的行为标准，也是突破菏泽的思想准则。
Analyzing the backwardness Heze, some scholars think that this should be ascribed to its history and geographical location. Heze is located in the southeast corner of Shandong Province and was once the appendage of the State of Lu in Chinese history. The State of Lu was the birthplace of Confucianism, which is characterized by conservative thinking, centered around the monarch politically and the father in the family. Influenced by such thought, many have imagined that the people of Heze lacked the pioneering spirit and always adapted slowly in accepting new trends.
Judging by the facts of history, this analysis is not without reason. For instance, Heze people seldom leave their hometown to seek education or development opportunities elsewhere. Sometimes, when opportunities come to meet them face to face, they usually reject them out of hand in order to avoid the possible risks they would incur. Sometimes, when they finally decide to accept such opportunities after long reflection, the opportunities usually have been lost. So, the Heze people, though they may appear to be hardworking, actually have a rather lazy ideology. They seldom consider ways to make fortunes on their own initiatives.
In order to do away with the “arrogance, complaint, and despondence,” in June 2003, among the governmental officials, the Government of Heze launched a “Brain-Changing Project,” by which it was expected the ideology of the governmental officials would be thoroughly changed. Usually, when the government organized a few officials to investigate the economic situation elsewhere, they chose the Zhujiang River Delta and the Yangtze River Delta, where the economy was already highly developed, as the preferred places. However, this time, they chose the cities of Dezhou, Binzhou, and Liaocheng in Shandong. “We have been to the southern areas many times. Every time, when we saw the developed economy in the southern area, we felt excited and encouraged. However, after coming back, nothing was changed. So now, we are thinking that, to change the current status, we should learn first from neighboring areas, which have developed much better than Heze.” Chen Guang thus explained his motive in launching to the “Brain-Changing Project.”
These ideological changes have quickly resulted in concrete achievements and economic benefits. Juye County is located in the eastern region of Heze City. Wang Changsong, secretary of the CPC Juye County Committee told us the following story. The quality of underground water in Juye is so poor that those who drink this kind of water will have loose bowels. Understandably, the Tap Water Company of Juye went bankrupt several years ago, so local people can only draw water each day for themselves. Thus, native residents have no other choice and must abide such low standards; but people from other regions, if they happen to come to Juye for whatever reason usually leave within two or three days, since they simply will not tolerate such living conditions.
Furthermore, without solving this problem concerning drinking water, how could Juye attract outside resources for investment and development? Through analyzing the situation, intense negotiating, and taking advantage of the opportunity that the Juye Coal Field would be developed by the Yanzhou Mining Group, Juye concluded an agreement with Yanzhou Mining Group to construct facilities for delivering clean tap water. Consequently, the Yanzhou Mining Group has invested in digging five deep wells within the territory of Juye to draw drinking water of high quality for the local dwellers; and Juye has transferred the coal field operation rights to the Yanzhou Mining Group for 25 years. As a result, the dweller of Juye now can drink water of high quality at a lower price. “After changing the way of thinking, nothing is difficult any more,” said Wang Changsong, “In the past, we always thought that if we have our own affairs dealt with by others, we would incur losses. In fact, when following the win-win premise, it doesn’t matter who does the work.”
其实老王的钱来得并不那么轻松。每一次输出劳动力，哪怕只有一个人，他都要亲自送到接收地，安排好了再回来。他跟车往西藏运送小尾寒羊，在车里一蹲就是四五天，强烈的高原反应，常常让他半个多月恢复不过来。即使这样，几年内他向外输出了12万只当地有名的小尾寒羊。有人不明白：退下来就享享清福算了，又不是缺钱花，折腾什么？他总是笑笑：“人总要干点事情。不管干什么，干就要把它干好，不吃点苦哪行？”
从机关干部到开创自己的事业，在已年过半百的王延坤身上，彰显的是一种敢于挑战自我、开拓进取的精神。其实在菏泽，像王延坤这样打破陈旧观念的束缚去干事的人正在逐渐增多，一种转变观念的风气在菏泽悄然兴起。
有的研究者对菏泽的落后分析时认为，地处鲁西南的菏泽，是过去鲁国的属地，受儒家思想影响较重，儒家思想中保守、重农轻商的内容使菏泽人普遍缺乏开拓的精神，对新事物接受和适应慢，从而失去了很多的发展机会，慢慢地就落在了后面，与传承了齐文化的东部地区的差距逐渐拉大。
仔细看这不无道理。以花钱为例，菏泽人挣了钱，不是想着如何去消费，也不是想着如何搞投资，他们的第一个念头是存进银行里。这与其收入普遍低、收入来源不稳定有关，但也显示出封闭保守的思想观念。菏泽人很少去寻找好的发展机会，即使有些机会也会怕有风险而不敢去做。有时候犹豫再三，反复掂量后才作出决定，往往是已经失去了好机会。外表勤劳的菏泽人内心却是懒惰的，他们很少主动思考和尝试发家致富的道路，所以他们因为内心的惰性而使体力上的勤劳变得成果无几，在发展缓慢的圈子里徘徊。
在经济上的差距面前，菏泽人演化出一种复杂的情绪。中共菏泽市委书记陈光把其归结为“三气”——牛气、怨气、丧气。
有人穷且牛气：别看菏泽工业不行，农业不比谁差；经济虽然落后，但我们的文化底蕴深厚；谁说洛阳牡丹甲天下？菏泽牡丹胜洛阳！
有人满腹怨气：计划经济时期，光让我们发展粮、棉、油，不让我们上工业项目，为国家作了贡献，吃了大亏没人疼；改革开放后，国家的政策向东部倾斜，东部有港口、码头、机场、高速公路、开发区、保税区、大学城，我们有什么？
更多的人一脸丧气：“菏泽是没有希望了。”
面对这种思想现状，2003年初，陈光化名在菏泽市委机关报上发出一篇文章，专门诊断观念病灶，剖析菏泽“三气”。“菏泽为什么穷？说到底就是思想不解放，观念不更新”。在这样的思想状态下，菏泽要走出贫穷，难；要实现大发展，更难。“菏泽要发展，抓住了干部队伍就不难。菏泽的落后关键在于不落实，不落实的根源就在干部身上。往后，就是要让干事创业者吃香，让不干事者没有市场”。
2003年6月，配合改变“三气”，菏泽开始了一次不同于往常的“换脑”工程，组织机关干部外出考察的路线，不再是珠江三角洲、长江三角洲，而是山东的德州、滨州和聊城。“南方取经已经有过多次，都是看时热血沸腾，回来冷冷清清。这次就是要从过去的追兵现在的标兵学起。”陈光如此解释此举的动机。走德州，过滨州，看聊城，菏泽的干部们由吃惊而思考：“同样是‘西部’，同样是欠发达的农业地区，人家为什么有动辄几十亿元、上百亿元的投资，而我们却还盯着土地找饭吃？”
在“换脑”的同时，菏泽的整顿干部作风工作也在加压。2004年1月，菏泽市政府下发2004年“第一号文”，25名乡镇主要负责人被同时党内警告或行政记过，原因是这些人在经济指标上弄虚作假。如此大规模严厉地处理干部，在菏泽还是第一次。2003年，菏泽市仅因公路“三乱”和不规范执法，就有179名党政人员受到处分。
由上到下，由干部到群众，一场观念革新的运动在菏泽迅速掀起。菏泽市委副秘书长周铁伦说：“摆差距，说潜力，让牛气变服气，让怨气变志气，让丧气变勇气。菏泽人开始重新打量自己。”
思想的转变体现在行动上，换来的就是成绩和效益。巨野县地处菏泽东部，县委书记王长松讲了这样一个故事。巨野县县城的地下水质差，喝了容易拉肚子，由于种种原因，原来为县城供水的自来水公司几年前倒闭了，居民吃水就靠抽取地下水。当地人没有办法，只好凑合着喝，外来的客人就不行了，住不过3天就要走人，后来竟因为吃水问题而“谈巨野色变”。“吃水问题都解决不了，还靠什么招商引资，谈什么发展？”经过讨论论证，巨野县利用开发巨野煤田的机会，就自来水建设与兖矿集团达成协议，兖矿集团在巨野县境内一处水质好的地方挖了5口深水井向巨野县城供应自来水，巨野县向兖矿出让25年的经营权。结果是县城的居民吃上了好水，而且价格比原来的还低。“观念一转，问题就解决了。”王长松说，过去我们老是认为把事情让别人干，损失了多少东西。其实没什么怕的，在双赢的前提下，谁能干好就让谁来干。
“突破菏泽”现场会后，一场更深刻的转变观念大潮随之涌动。王长松认为，过去菏泽人在总结发展滞后时也说是思想观念落后，但到底落后在哪里？该如何改？却很少有人去思考和实践。往往是有好的发展思路，但意识不强、重点不突出、投入太少，结果是不见效果。有了这次突破菏泽的机会，从干部到群众必须从行动上来改变固有的思想中的顽疾，为实现一个跨越式发展创造一个好的思想环境。
郓城县县长刘国生看重的则是务实。“不能光看别人的思路好就盲目去学，首先看是否适合自己。”他的观点是，不管如何解放思想观念，最根本的是要从自身的实际出发。如果一味地去追求先进，机械照搬，有可能又流于走形式，走不通还是回到原来的样子，没有任何进步反而浪费了时间和资源。所以，立足当地的资源，利用外来好的思路，发挥好优势，才是真正的解放思想、转变观念。
曹县电业局局长助理张力的话更直白：“这恐怕是菏泽的最后一次发展机遇了，利用这次机会多干出点成绩，才是最实在的。”
在2月29日召开的菏泽市干部作风集中教育整顿活动动员大会上，陈光围绕干部作风建设问题提出了“十个坚持、十个反对”：坚持顽强拼搏、知耻奋进，反对悲观失望、精神滑坡；坚持自我加压、勇创一流，反对不求有功、但求无过；坚持探索求知、奋发进取，反对照抄照搬、不思创新；坚持令行禁止、维护大局，反对随心所欲、不讲政治；坚持严谨细致、扎实工作，反对作风浮漂、大而化之；坚持实事求是、求真务实，反对弄虚作假、欺上瞒下；坚持只争朝夕、雷厉风行，反对推诿扯皮、不讲效率 ；坚持铺下身子、埋头苦干，反对心浮气躁、追名逐利；坚持深入基层、亲民爱民，反对高高在上、脱离群众；坚持党性原则、勇于批评，反对一团和气、关系庸俗。可以说，这是菏泽干部的行为标准，也是突破菏泽的思想准则。
Analyzing the backwardness Heze, some scholars think that this should be ascribed to its history and geographical location. Heze is located in the southeast corner of Shandong Province and was once the appendage of the State of Lu in Chinese history. The State of Lu was the birthplace of Confucianism, which is characterized by conservative thinking, centered around the monarch politically and the father in the family. Influenced by such thought, many have imagined that the people of Heze lacked the pioneering spirit and always adapted slowly in accepting new trends.
Judging by the facts of history, this analysis is not without reason. For instance, Heze people seldom leave their hometown to seek education or development opportunities elsewhere. Sometimes, when opportunities come to meet them face to face, they usually reject them out of hand in order to avoid the possible risks they would incur. Sometimes, when they finally decide to accept such opportunities after long reflection, the opportunities usually have been lost. So, the Heze people, though they may appear to be hardworking, actually have a rather lazy ideology. They seldom consider ways to make fortunes on their own initiatives.
In order to do away with the “arrogance, complaint, and despondence,” in June 2003, among the governmental officials, the Government of Heze launched a “Brain-Changing Project,” by which it was expected the ideology of the governmental officials would be thoroughly changed. Usually, when the government organized a few officials to investigate the economic situation elsewhere, they chose the Zhujiang River Delta and the Yangtze River Delta, where the economy was already highly developed, as the preferred places. However, this time, they chose the cities of Dezhou, Binzhou, and Liaocheng in Shandong. “We have been to the southern areas many times. Every time, when we saw the developed economy in the southern area, we felt excited and encouraged. However, after coming back, nothing was changed. So now, we are thinking that, to change the current status, we should learn first from neighboring areas, which have developed much better than Heze.” Chen Guang thus explained his motive in launching to the “Brain-Changing Project.”
These ideological changes have quickly resulted in concrete achievements and economic benefits. Juye County is located in the eastern region of Heze City. Wang Changsong, secretary of the CPC Juye County Committee told us the following story. The quality of underground water in Juye is so poor that those who drink this kind of water will have loose bowels. Understandably, the Tap Water Company of Juye went bankrupt several years ago, so local people can only draw water each day for themselves. Thus, native residents have no other choice and must abide such low standards; but people from other regions, if they happen to come to Juye for whatever reason usually leave within two or three days, since they simply will not tolerate such living conditions.
Furthermore, without solving this problem concerning drinking water, how could Juye attract outside resources for investment and development? Through analyzing the situation, intense negotiating, and taking advantage of the opportunity that the Juye Coal Field would be developed by the Yanzhou Mining Group, Juye concluded an agreement with Yanzhou Mining Group to construct facilities for delivering clean tap water. Consequently, the Yanzhou Mining Group has invested in digging five deep wells within the territory of Juye to draw drinking water of high quality for the local dwellers; and Juye has transferred the coal field operation rights to the Yanzhou Mining Group for 25 years. As a result, the dweller of Juye now can drink water of high quality at a lower price. “After changing the way of thinking, nothing is difficult any more,” said Wang Changsong, “In the past, we always thought that if we have our own affairs dealt with by others, we would incur losses. In fact, when following the win-win premise, it doesn’t matter who does the work.”