Ma Yun's Unorthodox Innovation

Ma called himself an internet illiterate, but he founded his Alibaba empire and revolutionized China's internet ecology; he is a passionate orator, a trailblazer and a tireless preacher. He claimed that in Alibaba customers and employers were always put before stockholders, but all the stockholders were still in full support of him. How did he achieve his unorthodox innovationand transcendency?