(This article was first published in the "Liu Run" public account, subscribe to the "Liu Run" public account, and I have an insight into the essence of business)
Recently I met a very smart young man, Hu Chuanjian, known as "Pimp", the chairman of the Asian Noodle Company.
I don't actually know what year he was, but he looks younger than me, so let's call him Young.
He is a very interesting person, and his words are even more interesting, it is simply a golden sentence making machine.
After listening to one of his sharings, I was inspired and wrote down 20 on the spot.
These 20 tips, I am holding my hot hands, not saying hot mouth.
Before the festival, hurry up and nag the big guys.
Back to the point, let's look at them one by one.
1. Turn your mother's words into girlfriends' words.
How do you feel when your mom tells you to dress more and your girlfriend makes you dress more?
Mom's words are the right crap.
She's all right, but after listening to it a lot, you feel nagging and annoyed.
And the girlfriend is different, especially during the hot love, you can't move to pick up the phone to see, the other party replied to the message. Girlfriend, if you say a word, you will not feel annoyed, but you will think about how to answer her.
Girlfriend's words are interesting expressions. At least you're interested.
And you know, what is the purpose of expressing this?
Expression is to turn your mother's words into girlfriend's words.
After all, the right nonsense is bad, it is better to express a trick of fun.
A person who does communication, every time he says something, you evaluate it yourself, is it the words of the mother or the words of the girlfriend? Is it an interesting expression or the right nonsense?
The purpose of our dissemination is to be accepted by others, not to be bored.
So you should try to make your expression sound more like what your girlfriend said to your readers and your audience, so that it is easier to be accepted.
2. Artists express themselves, designers meet others.
What is the biggest difference between a designer and an artist?
The core appeal of the artist is to express himself.
I have a vision of the world, and I express it by painting and making a sculpture.
Designers are different, designers are here to satisfy others.
Before the designer works, there must be a demand first, for example, today to design a blockbuster sweatshirt, to what age, what style? Want to build a house, a few rooms, do you want to bring a yard, what decoration style? I do these things to satisfy others.
If you want to decorate the house with more texture, clothes that look better, products that are more attractive to buy, designers also need to have artistic literacy, and they need artistic expression. It's their commonality, but designers are not artists.
Who you want to be is your freedom of choice, but in the business world, more people are designers because they work hard for the needs of users.
3. You are only qualified to say you have nasal congestion, but you are not qualified to say you are flu.
Nasal congestion, you can feel it immediately, this is a symptom, and the flu is a disease, you have to know through diagnosis and treatment.
There are many reasons for your nasal congestion, it may be a cold, it may be rhinitis, and so on.
So before there is a diagnosis, you can only say that you have nasal congestion, you can't say that you have a cold, you have the flu.
This means that many people have the ability to perceive, but they do not necessarily have the ability to analyze, have perceptual thinking, and have no rational thinking, at this time, do not easily attribute.
4. What is hard work is not work, but the way of working; the pain is not Party B, but the identity of Party B.
If you feel that the work is very hard, there is a high probability that there is a problem with the way of working;
If you feel miserable, it's not because you're Party B, it's your Identity.
What do you mean?
You're the project leader of an advertising agency and you're going to go to the client for a proposal. The mode of communication between you and the customer is, I have a proposal, and you can review whether it can be approved.
At this time, your relationship is Party A and Party B, and you put yourself as "Party B identity". Can I change it?
Let's do a workshop together, I have a training course, you bring your marketing directors, and we create a plan together.
Please note that this is not me proposing to you, but together we are proposing to the whole market.
We co-created, we are a group, naturally my identity is not B B.
Therefore, the suffering is not Party B, but the identity of Party B.
5. Concentration is to grow a branch first and then trim it.
What is concentration?
Focus is to grow a branch before pruning.
If you're just a little sapling that's just grown out of the soil, don't talk about concentration, you try to grow up first.
After growing up, when the nutrition is not enough, it is necessary to concentrate on supply, then go to prune to preserve the nutrition of some fruits and let them grow, which is called concentration.
When you don't have the right to choose, first desperately grow up and go to the branches and leaves;
When the resources are not allocated, then concentrate and prune the branches to make choices.
You can't think of no choice as focusing; you can't focus too much when you don't have a choice.
6. Slow feedback is a ability to delay gratification.
Let's look at the feedback.
Do the same thing, if you need 1 hour to get feedback, then you can do hour work;
If it is 1 month, then you can be a migrant worker with peace of mind;
If you can accept 1 year, or even 3 years to get feedback, during which you are tormented and anxious, in this risky situation, if you can live with this emotion for three years, congratulations, you can be an entrepreneur.
Could it take longer? If you're better and receptive to 10-year feedback, you're almost certainly a long-termist.
So, do you prefer feedback now, feedback in the month, or slow feedback in the long term?
7. Leaders answer why, innovators look for what to do, and connecters solve what to do.
Leaders, who are at the top, answer the "why" question.
The so-called "why" is to solve the problem of willingness.
When you do something, you must first know why you are doing it, and what help it has done to society and what benefit it has for me personally.
Leaders mainly solve the question of willingness, and the core of the willingness problem is to answer the "why".
Innovators, who are middle-level, look for ways to "do it".
The boss has set a goal, how to use innovative methods to achieve it?
How can you save some more office expenses? Optimize the cost of employment?
Whether it is disruptive innovation or incremental innovation, it is essentially to solve the problem of "how to".
The connector, who is the bottom layer, solves the problem of "what to do".
What to do today, what to do tomorrow, what to do the day after tomorrow, what to do specifically?
Leaders, innovators, connectors, each doing their part.
8. A lot of people are at work but not working; a lot of people are working but not at work.
In the past, many people went to the office to fill this time, but he may not really work, nor does he have any output.
The company can assess this time, punching is a typical management behavior, but whether he is really working, this is difficult to manage.
Now because of technological progress, advances in management methodologies, we see more and more people working, but they are not working.
When there is a better way to measure this matter of going to work, there is no need to rely solely on fixed workstations and time management.
9. There is no right error, only useful and useless.
We'll learn a lot of models and tools, but remember:
All models are abstract representations of the world by a wise man, and no matter how clever he is, he cannot abstract the expression of God and the absolute truth.
In this world, there is nothing absolutely correct except mathematics. Because mathematics is pure logic, mathematical problems have correct answers, while language essays do not.
So, especially in social sciences, like management and economics, it's hard to say what's right, because they're all generalized and rarely deduced.
What is induction? What is deduction?
You have found three phenomena and summed up a truth, which is called induction;
Deduction is derived from an axiom, and as long as the axioms are correct and the process of inference is not wrong, the conclusion must be correct.
Physics, mathematics, chemistry, are deductive; psychology, economics, management, belong to the empiricist induction summary.
So, when you see a marketing or management model, you don't have to care if it's right or wrong, you just care if it's useful or not.
It is useful as long as it explains past behavior and guides future actions.
10. Preferences so that you are preferred.
How do you build your brand? Build your own personal brand?
There are three steps: know, trust, preference.
It is to let everyone know you through various channels, trust you, and then have a preference for you.
Bubble drinks come and go, but I still choose Coke in all the bubble drinks, I just like it, this is the preference.
Preference is something that is attached to a commodity, but is actually something that has nothing to do with the entity of the commodity.
Because of preference, even if you sell expensive, you will still be given priority.
To reinforce your preferences, you can also do this:
1) Give the bottom demand, to the top reason;
2) Prove that you and consumers belong to the same circle, mainstream or niche;
3) Constantly gain recognition.
If you make a product, you can "privatize" the deep-seated needs of people's hearts and attach them to the product, so you can make a sum of money.
These three points also apply to shaping your own personal brand.
11. Characteristics of young people, "offending" you with cheap things.
Young people, the stage of life has just begun, the purchasing power is limited, and it is still climbing.
When a person is very young and can only afford to buy cheap things for the time being, he has to find reasons for cheap things, and even "offend" you with cheap things.
Just like on the B station, the video has two typical, one is extremely tall, and one is made of 5 hair special effects, young people will tell you that 5 hair special effects are advanced, I can make the cheap also feel, in order to "offend" you.
Where many brands are smart, it is to buy cheap goods for young people and crown a moving reason for a "youth version".
"Good quality things are not expensive", this sentence is also said by the brand to young people.
Therefore, it is necessary to give young people a reason to buy, but this reason must not be cheap.
12.KTV is acquaintance social, bar is stranger social.
Why can't KTV do it now?
Hu Chuanjian's attribution is quite interesting.
He said that because KTV is an acquaintance social, you go to KTV 100 times, probably 100 times with the same group of people. For the 101st time, it may still be those people.
But when you go to the bar, you find that you go 100 times, 101 times, and each time you meet people you don't know, and you are full of expectations for this kind of stranger socializing.
Why can't acquaintances socialize?
Because the network social tools are too developed, online can be KTV together, you do not need to go to KTV to socialize with acquaintances.
And bars, as strangers social occasions, can still be played. Because there is always a need to make new friends.
Let's go down this logic and look at the commercial complex, which has a future.
Because the commercial complex is a high-traffic stranger social platform.
This is an interesting point.
13. There are two business models in this world, time-saving and time-wasting.
The world is balanced, and once a time-saving business model emerges, there is a waste of time.
Get, is a time-saving business model, walking on the road can listen to lectures, listen to books, learn business.
But you save time, and then what?
You have to take that time to work, or spend it. Use it.
So, there is Disney, there is the glory of kings, there is a cinema.
Therefore, as long as there is a time-saving business model in this world, there will be a time-wasting business model on the same side.
And you, to choose one of them, as your development opportunity.
14. There are two kinds of catering, one eats raw materials and the other eats spices.
Catering, you divide it into eight major cuisines, you can. But if there is a real distinction, there are only two kinds, those who eat raw materials and those who eat spices.
Eat the seasoning, eat the taste, you have to make the sauce well. Hot pot, spicy, Sichuan cuisine and Hunan cuisine...
Eat the raw materials, eat the fresh, make the raw materials fresh. For example, sashimi.
Therefore, there are two kinds of catering, one is to eat raw materials, one is to eat spices; one is to pursue emotion, and one is to pursue delicious food.
So, which can be bigger?
Eating spices is easy to make bigger, because spices can be industrialized.
Eating raw materials is essentially the pursuit of emotions and the pursuit of the taste of the ingredients themselves. Can you say that this taste can be replaced by raw materials? Theoretically, yes, but you will still choose to eat raw materials because of the emotional appeal behind it.
15. The taste of the hometown will become weaker and weaker, and the delicious taste will be more universal.
The taste of hometown will become weaker and weaker because it is essentially a familiar taste.
And the delicious taste, although difficult to adjust, is still more universal.
For example, sweet, fresh, fragrant. This is the taste written in the human genome. Why?
Cola is sweet because it contains sugar; meat is very fresh because it contains amino acids, which are the basic units of protein; rabbit head pig brain is very fragrant, because animal offal contains cholesterol, which can be understood as fat.
Sugars, proteins, and fats are the three major nutrients that provide energy to the human body, so genes will stimulate you to eat them. As long as you eat it, your brain secretes dopamine, which makes you happy.
Therefore, the delicious taste will be more universal.
16.1 stores are food and beverage outlets, 10 stores are management consulting companies, and 100 stores are supply chain groups.
Open 1 shop, you do catering, study how to make things delicious;
Open 10 stores, you study the management, such as how to operate 10 stores, how to train the store manager, what to do with a high turnover rate;
Open 100 stores and your core competency is supply chain.
How do I find a stable supply? How to ensure uniform quality? Is it necessary to build a central kitchen for centralized production, or is it a decentralized procurement in various places? These questions must be studied.
So, open 1 store and study catering; 10 stores, study management; 100 stores, study supply chain.
17. Ordinary people need short-term pleasure at affordable prices.
Life is hard and you need small luck.
This little luck is that it is very cheap to get, watch a movie, eat a good meal, visit a theme park.
These are called affordable short-term pleasures, also called instant gratification.
There are many products in this world that give instant gratification to ordinary people as the basic business logic.
Doing this kind of business can often achieve big business.
18. The store that cannot be copied is called the model.
We've talked before, from 0 to 0.1, 0.1 to 1, 1 to 10, 10 to 1, 1 to N.
Going from 0 to 0.1 is innovation, God suddenly touches your head, you are inspired to make a secret crayfish sauce, and you take the first step in starting a business.
From 0.1 to 1 is productization, innovation is only 0.1, and turning ideas into products is the real 1.
Going from 1 to 10 is looking for replicability, finding the capability kernel, and copying one success into multiple successes.
Then, from 10 to 1, extract the real ability core, and finally, you can add resource leverage, from 1 to N.
In this process, Hu Chuanjian said that the shop that cannot be copied is called a model.
A person who opens a store can't call himself a store, he can only say that he opened a model, because you can't copy it.
You can only become a "shop" if you find a way to industrialize mass production.
19. Party B helps others to do it every day, and does not want others to help you do it.
If you sell the service to someone else, it is called Party B.
Many B companies are reluctant to use Party B when doing things. The company's annual meeting, run it yourself; prepare to thank all customers for souvenirs, come by yourself; but everything to do, arrange it yourself.
But this is not right.
The more Party B, the more we should recognize the value of Party B.
When you, as Party B, go to use Party B, then you turn to Party A, and you will understand how to deal with Party A and what the true value of Party B is.
I know this.
We ourselves are a B company, or a small broken company with only 10 people, many things have to be done in cooperation with others, so we have a large number of B B.
In the process of our cooperation, one thing is becoming clearer and clearer, that is, if you want to really become a good Party B, you must know that the object of your real service is not Party A, but Party A of Party A.
Only if you understand Party A of Party A, understand party A better than Party A, and serve his Party A well with him, then you are a good Party B.
The basic mentality is that we do not think of ourselves as Party B, but work with Party A to serve Party C.
It sounds a bit like a tongue twister, but it's worth pondering.
20. Hang consensus and understand non-consensus.
Non-consensus understanding, which is especially important when dealing with people.
Having a unified view of something, right or wrong, good or bad, this is called consensus.
"Don't enter the meta-universe too early, it is leeks that rush into it", which is a consensus;
It is also a consensus to think that "insist on doing difficult and correct things" is also a consensus;
"Cold violence is not good", or consensus.
But many times what we need is not consensus, but understanding.
Understand what?
Understand why you think it's good and I think it's bad.
I understand how you think and why you think that way. I also want you to know why I think that way.
The purpose of understanding is to cooperate better.
Instead of reaching consensus, you need to understand non-consensus.
Finally, we look for opportunities for cooperation based on a non-consensus understanding.
In the non-consensus, there is still a basic consensus, that is, cooperation is beneficial to both sides, and cooperation is more important than consensus.
It's better to have consensus, of course, but it's hard to reach consensus, and it involves your values, beliefs, and positions.
Learn to hang "consensus" and achieve "understanding", and suddenly you find that you can work with anyone.
Final words
Hu Chuanjian is simply a walking golden sentence making machine.
This young man was really interesting, and it was particularly inspiring to listen to Jun's words.
Today I shared all my harvest with you, there is about expression, management, cognition, business, growth, I hope you like.
What, you ask me how I remember? Take notes. Paper-on, electronic. Write it down quickly.
(My Handwriting)
We are often inspired to read books, listen to lectures, chat with friends, and easily run out when taking the subway, walking, or even taking a shower.
If it wasn't recorded at the time, then what then, then there was no then. Never think of it again.
Inspiration is fleeting, and the best way to capture inspiration and inspiration is to jot it down.
After writing them down, find time to look back at them, organize them into a paragraph or an article, let yourself think, and internalize your knowledge.
These 20 tips, I will sample first.
In the New Year, get into the habit of taking notes and jot down all the moments of inspiration and the fragments of inspiration that will hold up your entire starry sky.
blessing.