"The Nature of Value" Reading Notes - The Essence of Eighty Strategies to Improve Company Creativity Introduction Recommendation Points Shorthand Reading Notes Audience Determines Value Parameters 1." Founding Myth "2. "Country of Origin" 3. "Irretrievable" 4. "Sealing and Getting Better" 5. "Red Carpet" 6. "The Beauty of Luxury" 7. "Secrets and Reverie" 8. About the author of "Technology Leading", "Four-dimensional Innovation Process" and "Value Analysis"

This is the 226th article of Zhishutang, the length of the article is 4546 words, and it takes 5-8 minutes to read.

<h1 class="pgc-h-arrow-right" data-track="3" > introduction</h1>

Things have no intrinsic value, and their value depends on how people perceive them. In this book, Mario Precken summarizes the factors that people judge the value of things. To explore the factors that influence value, he analyzed 300 different "products, artworks, events, and organizations" and found 80 "parameters" by consumers, collectors, and others to judge value. Product planners and developers can refer to these parameters to give value to their products and designs. Priken's book is very innovative, with beautiful illustrations, and it is very interesting to read. Zhishutang sincerely recommends mario Precan's insights to you, and I believe that this book will be of great help to product designers, developers, marketers, CEOs, media people, and anyone who wants to give a product or service a higher value.

<h1 class="pgc-h-arrow-right" data-track="5" > shorthand</h1>

Things have no intrinsic value in themselves, and their value stems from people's reactions.

The more people who think anything is valuable, the higher its value.

People use 80 different "parameters" to judge the factor of value, which determines the value of a thing.

These 80 value parameters form a "value catalog".

The value parameter of a thing is the "value file" of the thing.

The more parameters of a thing's value, the richer its value archive, and the higher its value.

Something that is truly valuable will have as many as 30 parameters of value.

Many parameters only apply to certain cultures.

Business people such as product developers and marketers can use the value catalog to increase the value parameters of products and services, thereby increasing their value.

The "four-dimensional innovation process" can be used to determine the four-dimensional value of a thing, such as higher-level feelings such as meaning and charm.

<h1 class="pgc-h-arrow-right" data-track="16" > reading notes</h1>

<h1 class="pgc-h-arrow-right" data-track="17" determines value > audience</h1>

The value of everything depends on its audience. For example, the value of a shoe depends on the person who bought it. In addition to the quality of the design and production materials, the value of shoes is also related to the tastes, dreams and wishes of the shoe buyers. So its value is as subjective as an illusion. If there is only one store in the world selling a certain shoe, and this store is on a small island. If one day the island and all the people who know the shoe are submerged by the sea, the shoe sinks to the bottom of the sea, and no one knows. Then, the value of this shoe disappears with the island, the people on the island and the shoes.

<h1 class="pgc-h-arrow-right" data-track="19" > value parameter</h1>

Value is the result of synergistic development, and the value of things themselves and the audience together determine their value. The more people who appreciate something, the higher the value of that thing. We have clearly identified at least 80 value parameters, some of which are visible and some of which are invisible, and which together determine the value of things. Of course, there may be more to it than that. We refer to these 80 parameters as the "value catalog".

"Value and meaning" are not natural attributes and fundamentally depend on people's behavior. ”

In many cultures, we can see traces of these 80 parameters, most of which have been known since ancient times. The higher the value of the thing, the richer the value file. Valuable things tend to have multiple value parameters, and things with particularly high value will have as many as 30 value parameters. The value parameters of a thing add up to form the "value file" of that thing.

Some value parameters may be more applicable to a particular product. For example, a classic motorcycle may embody parameters such as "founding myth", "optimal material", "invincible", "aesthetic", "artificial scarcity", "heirloom" and "extraordinary experience". Consumers may be scrambling to buy as a result.

Luxury hotel rooms may reflect parameters such as "privacy", "luxurious beauty", "natural limitations", "rewards and rewards", "design sense" and so on. Outstanding works of art often embody parameters such as "by the hand of a master", "collectible", "long history", "monument" and "unique". These things may also outstrip supply as a result.

"The audience is everything, and without the audience there is nothing." The audience is the cornerstone of perception and the basis of assumptions. "(Neurobiologist and philosopher Hamberto Mathulana)"

The parameters in the value catalog can also be used to guide the development of new products and services, optimize existing production lines or use them in other innovative projects. The parameters in the value catalog are divided into the following 8 categories:

Let's first look at the founding myth of Hollywood: in 1913, Cecil Cecil B. DeMille) began filming his first film, The Weak Boy, in Flagstaff, Arizona. He felt flagstaff looked more like North Africa than the Wyoming region where the story took place. So Demir and his team took cameras and a train to Los Angeles. He rented a barn near Hollywood for $75, his studio and the birthplace of Paramount Pictures, one of the world's most successful film companies.

The founding myth makes a business appear authentic, legitimate, and given a corresponding status. The earlier and more obscure the founding myth, the greater the space for adding branches and leaves. To create a founding myth, you first have to think about what field your company is a pioneer in. What are the heroes of the founders? What obstacles did they overcome? Be flexible and clever in creating and disseminating the founding myth. If the propaganda is exaggerated, it will be counterproductive. The founding myth should be concise and can be summarized in no more than four sentences.

The origin of the thing is unique. For example, "Highland Park", a very famous Scottish malt whisky. Only when winemakers travel to the Scottish island of Orkney can they find the precious raw materials used to make this wine. The Brewing of "Highland Park" involves the spring water of Cady Maggie, peat from hobist swamps, and malt is taken from the dedicated base of "Highland Park". This whisky comes in a very unique bottle, and its unique packaging also increases its value.

"The market value of a product or thing cannot be created, but is reflected in whether people are willing to pay for it."

Is your company historically or business original? You can check the company file. It is also necessary to check products that have been phased out, innovative products that are obsolete, patents that are interesting, and product ideas that have been considered but not introduced later. In short, we have to find something that can be called "original" and promote it.

In recent years, many companies have successfully excavated retired brands and then repackaged them into unique, valuable original brands. A number of factors can make such products more valuable, including the inventor, planner, developer, source of raw materials, characteristics embodied in the enterprise, and other notable features.

In 2011, pop singer Michael Jackson became the world's best-selling "late singer," selling $170 million. The final performances of music stars and film stars have a special meaning, and their final records and films are often regarded as a farewell to fans. Fans thus have a sense of irreparability. The death of these stars increases the value of their works in their lifetime, because it is impossible to produce new works later.

"Real value can only come from the best ideas and the most sincere efforts."

The death or cessation of a famous creator brings this marketing opportunity. The same is true of products that have ceased production, which have a special value. It is necessary to make full use of the value parameter of "irreparable" to increase sales for the product in the final stage. For example, when Chef Ferran Adria announced that he was shutting down the most popular Bulldog restaurant in Catalonia, Spain, he said he would reopen in two years' time. In this way, he loses the opportunity to take advantage of the "irreparable" parameter.

Companies can increase the value of their products or product components by sealing them, such as Norwegian liquor lini whisky. The distillery sealed the wine in Sherry oak barrels and placed it on a boat across the equator for 19 weeks. In fact, linie in the name of the wine means equator. The tradition is said to have originated in 1800, when a ship carrying barrels of Lini whiskey arrived in port, and people found that the wines were more mellow due to the long journeys at sea. No one knows why, "because of the salty sea breeze, because of the constant shaking and bumping, or because of the ups and downs of the temperature near the equator", in fact, it does not matter what the reason is. In this way, this practice of making wine gradually better was born. Today, every bottle of Lini whisky is stamped with the name of the ship carrying its voyage and the date of the voyage.

"I used to want to be a painter and finally I became Picasso." (Picasso)"

Companies can also add value to their products by storing raw materials in a certain way. The Besendorf Piano Company stores the wood used to make pianos in a naturally ventilated place for up to 5 years. The wood is then moved to a dry place and stored for another 6 to 12 months. This storage method is more expensive, but it will improve the sound quality of the wood. Can your company also adopt special, complex storage methods? Will this practice increase the value of the product?

Famous athletes, actors, and musicians are valuable in their names and anecdotes, so many companies hire celebrities to endorse their products. There are also companies whose new product lines are named after celebrities. This fully explains in marketing. Fans want to feel the charm of stars through something that can be seen and touched.

There are many such marketing cases, such as Nike's "trapeze" product, which is named after a generation of basketball superstar Michael Jordan. The "Truth or Dare" series of handbags, shoes and other products are related to Madonna; the Reese dinner bag designed by Mary Knoll is related to actress Reese Witherspoon. Forward-thinking companies know how to take advantage of the red carpet parameter. In addition to the product line, other product promotion strategies include "book fairs, international conferences, state visits, theater premieres, sporting events, opera balls, royal weddings, and even court cases that are closely watched by the media."

Some companies showcase the luxury of their products in order to highlight the value of their products and attract consumers. This kind of product often does not have much practical value, but it is noble because of luxury. For example, the Swiss Roman Jerome launched the "Day and Night" watch. This watch sells for $300,000, but it can't indicate the time, it can only tell you whether it's day or night. Within 48 hours of launch, the product sold out in all stores.

"Selling something doesn't mean the end of service. It is best to always have services throughout the life cycle of a product: consulting, delivery, repair, information, after-sales, etc., until the final recycling and reuse. ”

Some watches are designed to be inconvenient for you to see the time, but they allow you to see at a glance that it is expensive. The value of such products lies in the fact that they are a status symbol. Like the aristocratic homes of New York City a hundred years ago, these products adhere to the value code of "luxury beauty." In aristocratic dwellings, servants would stand at the door in uniform to greet them, and they were living mansion ornaments, showing that the master had great wealth. "Night and day" watches tell us that luxury can sell for a good price.

The German Erlkönig means "hidden sample", that is, the product model that companies use to test that is not displayed to the public, the media and competitors. German automakers hide product models and only test them in their own lanes. Wait until everything is in place before the new product is publicly unveiled. This way can create suspense and can also cause people to have a beautiful reverie of the product.

"My wife didn't buy the shoes because she thought they were valuable; on the contrary, she wanted to buy them to find them valuable."

Can your company also use "secrecy and reverie" tactics to spark consumer imaginations? Consider not announcing the price of the new product in advance, waiting until the right time for people to ask about it. To give the media a picture of the new product only on the day of the launch of the product. Of course, make sure the media and the public stay focused on your new product until then.

Creative leaders are adept at taking advantage of technological innovation. Inventor James Dyson introduced the groundbreaking vacuum cleaner in the 1970s. Instead of using a traditional vacuum bag or filter, it uses a small artificial "whirlwind" that can suck away dust. Dyson vacuum cleaners bring about technological change. The promoters of this innovative product have made bold advertisements that have revolutionized the vacuum cleaner market. Their logic is: "Value needs to be artificially created." Making bold changes can put you ahead of the curve in the industry. Many technologists often worry about whether it's feasible when developing new products. We must throw off this shackles of thinking, dare to think, dare to try new things. Be a leader in the technology field, not a follower.

<h1 class="pgc-h-arrow-right" data-track="56" > "four-dimensional innovation process"</h1>

Something of value stimulates all of our bodily senses. For example, a beautiful watch, you can touch it, see it, hear the sound it makes. At the same time, there is a fourth dimension in people's evaluation of things, that is, the artistic sense or charm that things bring to people, which goes beyond the general sensory feelings. The evaluation of the fourth dimension also increases the meaning and value of precious things.

"To give value to something worthless, there is no simple, convenient, effortless trick."

Combine the above 8 categories of value parameters to add extra value to your product. Pay attention to the lifecycle of a product across the board, from R&D to early testing to marketing. Integrate the fourth dimension into the life cycle of the product, paying special attention to the "use, service, repair, end-of-life and recycling" of the product.

<h1 class="pgc-h-arrow-right" data-track="60" > "value analysis" problem</h1>

When considering the potential value of a product, there are a few questions to determine how the 80 different parameters in the 8 categories of parameters will be reflected in your product. Products can be scored for each value parameter. The score ranges from 1 to 6, with 1 being particularly compliant, while 6 representing a product that doesn't reflect a parameter at all. When scoring, you can think about whether the product is "pioneering, record-breaking, unique, top ten, reflected" or "completely absent" for this parameter.

<h1 class="pgc-h-arrow-right" data-track="62" > author profile</h1>

Mario Pricken is an expert and consultant on creativity and innovation, and his best-selling book Creative Advertising is a classic in the field. His work also includes Visual Creativity and Creative Strategies.