Shenzhen Deben Management Consulting Co., Ltd. was established only one year ago, but the number of enterprises served by the core team has exceeded 100. I think you must be curious, where does this team with strong combat effectiveness come from?
In fact, the core team of Deben Management Consulting comes from Peking University Zongheng Management Consulting Company. Liu Jie, chairman of the company, said bluntly that Peking University Zongheng is the leading company in China, and the original intention of creating Deben Consulting Company is to uphold the mission of Peking University Zongheng to help enterprises change and grow, to be a consulting company that understands China's growth enterprises better and has Chinese cultural characteristics, and to empower the value of growing enterprises with management innovation.
Below, let's approach Deben Consulting together and listen to the feelings and dreams of Liu Jie, chairman of the company.
| interview with the 210th issue of Shenzhen Small and Medium-sized Enterprises
Chairman of Shenzhen Deben Management Consulting Co., Ltd.: Liu Jie
To be a management consulting company that best understands China's growing enterprises
SZSME: Could you please briefly introduce the original intention of Deben Consulting?
Liu Jie: As we all know, the methodology of consulting originated in the West, and for more than a decade, when we have continuously tried to use Western management methods to guide the practice of Chinese enterprises, we will always encounter various problems, and intelligent entrepreneurs can combine the Chinese environment with Western methods through their own understanding, such as Ren Zhengfei, Zhang Ruimin, Nan Cunhui, etc.
We found that the entrepreneurs of China's most well-known enterprises have a common characteristic, that is, they have a deep understanding of Chinese culture, and then combine this culture with Western management technology, Chinese many things in their bones, which cannot be expressed by Western management methods. For example, two examples.
The first is the choice of the company's business. In China, there are ideal entrepreneurs, both to examine the attractiveness of market opportunities, but also to be able to start from the overall strategic situation, for example, Chint Group more than ten years ago to open a new energy, many companies in the same period are using capital leverage to expand, do not work the operation, and finally ended up in a chicken feather, and Chint Group insists on steady and steady fighting, with the advancement of the national carbon emission strategy, is now in the channel of rapid development.
The second is the selection of company talents. In China, which has been infected by Confucian civilization since ancient times, it has been a society of "feelings, reason, and law", and emotions are ranked first, which is the opposite of the "law, reason, and feelings" of the West. Therefore, in China's human resource management, to be "reasonable", if the company wants to adjust the position of which executive, Dali is naturally important, but if it is not reasonable, it may be bad, even if it is a promotion and salary increase, it may be self-defeating.
Therefore, we at Deben Management Consulting Company are determined to be a management consulting company that serves growing enterprises and understands Chinese growing enterprises best. Only by truly understanding them, understanding the environment they face, and understanding the employees they manage can we combine Chinese culture with Western technology to better help them.
Design for growing businesses
Drawings of the business management system
SZSME: What are the main aspects of D&B Consulting's consulting services for SMEs?
Liu Jie: We are a small company, we don't do everything.
That said, it's hard to understand.
To make an analogy, we are to give the enterprise how to grow the design drawings and construction drawings in the future, sometimes it is the design drawings, sometimes the construction drawings, this depends on the needs of the enterprise. The design drawings focus on the depiction of the blueprint, and the construction drawings focus on the guidance of implementation.
Many people may have questions? Why do businesses need management systems?
We think from another perspective, no matter how big the enterprise, it can be successful because one business has been successful, so our key work is to discuss and determine whether each business of the enterprise can be successful and the criteria for success, and then transform the standards of these business successes into the direction of the activities of the organizations and members of the enterprise, this transformation process is the system of various management activities of the enterprise, which includes the formulation of business strategies, the formulation of strategic objectives and management, the establishment of decision-making mechanisms, Organizational structure design, talent selection and training system design, etc.
Of course, not every company needs to design the entire drawing for them.
Many growth enterprises may only need strong help in some of the most critical places, which is our second type of business, we provide a large number of enterprises with thematic micro-consulting, including but not limited to business strategy formulation, strategic goal formulation and budget management, core cadre talent selection, etc. For example, the corporate goal setting and management system pushed out by our company last year has helped dozens of enterprises to complete the goal setting and management of the next year.
Why did we launch this micro consulting product? Because many enterprises do not pay attention to the goal setting at all, every year to the end of the year in a hurry to pat their heads on the goal to set the goal, because the goal setting process is unreasonable, resulting in a lot of major mistakes and adjustments in the allocation of resources in the second year, for example, a business said to increase by 50%, and then at the beginning of the year, a large number of human resources recruited, the result ran for two or three months found that it is impossible to grow so much, and then find a way to adjust the people recruited.
There are too many things like this. This is the characteristic of Chinese companies, we prefer to "walk with our heads down, not very good at looking up at people, looking up at the sky".
A good goal is set, and when it is formulated and completed, it has a great possibility of success. Because the process of goal setting itself contains the confirmation of direction, the consensus of the team, the feasibility of logic, the full estimation of difficulties and challenges, and careful planning.
As Sun Tzu said, the first is invincible, so that the enemy can be victorious.
The essence of goal setting is the full rehearsal of whether the business results can be achieved.
It is precisely because a large number of growing enterprises in China have such pain points and demands, and the "Goal Setting and Management System" we developed is just suitable for them.
Teach growth companies how to make as thorough arrangements as possible for next year's target plans and resource allocation while assessing the likelihood of business wins.
Such special projects are the focus of Deben Management Consulting. Don't look at these special projects are not expensive, but they are really helpful to enterprises.
Learning for Conscience:
Provide enterprise management consulting solutions that can be implemented
SZSME: Facing the future, what are the new ideas and new solutions of Deben Consulting to better help the high-quality development of small and medium-sized enterprises?
Liu Jie: When it comes to the innovative approach of management consulting, there are three words that can be landed.
It's hard, a consulting solution, to take root in the enterprise, this is not something that the consulting company can control. So, how to land?
If you want to do it, you must first give up the obsession of "being able to land". Can't think of "any of the solutions we propose, the customer has to listen to and land", if you think so, over time, you will lose the basis of consulting.
So, how do we use Wang Yangming's conscience to ask the team, and use the idea of careful learning to integrate our technology. Therefore, there are four requirements for Deben Consulting to land.
The first point: empathy. Our team must stand in the position of the person in charge of Party A to think about whether this plan can be landed, the difficulties and effects of landing. If we can't understand this process with our hearts, we can't find the biggest pain point in the landing of the solution. The vast majority of programs can not be landed, are caused by human factors, and the most important thing for human factors is the concept and interests, without empathy, it is impossible to understand these. When each consultant promotes the implementation of the plan, he must have a list of difficulties to land. If these difficulties are not solved, we should not talk about the problem of landing.
The second point: the plan is precise. A great advantage of a consultant is that it is thoughtful, and in my opinion, this is precisely the biggest drawback of the consultant. In the actual process of development of many enterprises, it is impossible to make a decision after everything is considered clearly. We must, on a thoughtful basis, dare to abandon the 90% that may or may not be useful, and choose the 10%. This means that we have to give up, and if we give up thoroughly, we may not be understood, but if we dare not give up, it may mean that the tail is not big.
Third: Seek consensus. We do not make a plan behind closed doors, but with the team to discuss, jointly formulate, and even many of the plans are debated together, this process is called seminar consultation. Only such a process will make it possible for the team to seek the greatest consensus. The implementation of many programmes has become more logical.
Fourth point: Follow through. Although we are a commercial company, every customer is a teacher for Deben. With this philosophy, even if the commercial contract has ended, as long as the customer has a question to find us, we will patiently give us an answer.
These are the results of learning conscience, and only such conscience can make us truly experience value and fun in the process of consulting.
Work on three aspects
Help small and medium-sized enterprises develop in high quality
Liu Jie: For the tens of millions of small and medium-sized enterprises in China, what De can do is extremely limited.
Deben focuses on three areas.
First, do a good job in characteristic business. For example, the "Goal Setting and Management System" we have pushed out is a good entry point, and we will successively launch more consulting services with Chinese characteristics that are of great practical help to small and medium-sized enterprises, such as "Talent Selection", "Establishment of Decision-making Mechanism" and so on. These are important topics that we distill on the basis of our understanding of enterprise management systems.
Second, do a good job of digital integration. Deben is cooperating with many software companies, hoping to make the content suitable for small and medium-sized enterprises in the era of mobile Internet and can be more efficiently managed through digitalization into digital service products, so that the management means of entrepreneurs are more invisible, so that the traces of management are presented through digitalization, and even many management actions have disappeared because of digitalization. This way we can serve more businesses. As for what kind of digital products we will launch, let's wait and see.
Third, establish a good enterprise cooperation and service ecology. Deben helps small and medium-sized enterprises to establish or link the ecology they need for development, which includes the ecology of the industrial chain, the ecology of entrepreneurs, and the ecology of learning and growth. Deben's customers are diverse, and Deben hopes that through our services, SMEs will be exposed to more and more exciting things, so that they can draw more nutrients from it.
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