Introduction: Enterprises are for customer service, all changes that do not grasp customer value are futile, all corporate culture that does not contain customer success is not durable, but returning to customer-centric needs to return to the original intention, just at this time, Huawei's official book "Customer-centric" was released, providing us with a clear and visible path.
The 2 road signs set by Mr. Ren for Huawei in 2003 have not changed so far!
Produced by the Product Center of Jono Business School
Chief Management Scientist Huang Weiwei of Huawei
Huawei's official book "Customer-centric" integrates the core ideas and key paths of Huawei's long-term survival, and the origin of the formation of the theoretical system of this book is Ren Zong's "Survival in Rationality and Honesty" published in August 2003, which sets the roadmap for Huawei's product development and the goal of enterprise management, and is still the primary program of customer-centricity.
Regarding this article, the most knowledgeable consultant Chen Peigen said so!
"Surviving in Reason and Mediocrity", published in Huawei Renren on August 20, 2003, is a phased summary of Huawei's self-criticism during the "winter" period.
In a philosophical sense, it marks that Huawei's core values have shifted from technology-oriented to customer-oriented, found the true meaning of supporting the long-term survival of enterprises, broken through the dark point of contraction that hindered the growth process, and entered a rational living situation.
At the same time, the metaphor and interpretation of the business model and the soul of the enterprise in this article also provide a methodological basis for Huawei's continuous change, and huawei must understand this text of Ren Zong.
——Chen Peigen, Special Advisor of Huawei's President's Office
The following text is excerpted from Ren Zong's internal article "Surviving in Reason and Simplicity":
The signpost of product development is customer demand-oriented, and the goal of enterprise management is process-oriented organization construction
┃ The infinity of technological innovation has brought us into the surplus economy
Technological innovation to today, everyone has been scarred, why? Thanks to the invention of the Internet and chips, the equivalent equivalent of human brain capacity has increased by thousands. The United States has only 200 million people, but the United States has the equivalent of 400 billion brains. They will produce new technologies, new knowledge and new cultures, and they will go far beyond the real needs of human beings.
Mr. Huang Weiwei, editor-in-chief of "Customer-Centric", recommends books, which profoundly expound on the surplus economy
Because human needs progress with physical and psychological progress, and human physiological and psychological progress is relatively slow. Therefore, the blind worship of technology in the past has led to the total bankruptcy of many companies.
We just want to see the needs of customers, and we do what customers need. What can be sold, or a product that is slightly ahead of the market, is the real technical need of the customer.
┃ Technology is too advanced, it is also a treasure, but you must sacrifice yourself
Japan was very successful in the 1970s and 1980s. Japan's electronics industry revolution almost bought the United States, and the United States lost to Japan on this issue. Japan is a country of capitalists, capitalists have invested hundreds of billions of dollars in technological facilities in the whole country, and analog electronics have obtained such a market size, why abandon analog electronics and go digital? That's why Japan is slowing down on the issue of digitization.
After slowing down, the United States quickly surpassed Japan in digital electronics. When Japan found out that it was wrong, because of the strong baggage brought by its previous success, it wanted to cross the era and make a more advanced product, that is, the fifth generation of computers. In the 90s, 400G ATM switches were made.
When Japan's 400G ATM switch was opened in Hong Kong, Huawei's ATM project had not yet started in essence, and we did not have a clear understanding of this asynchronous transfer model. But what's the use of 400G ATMs in Hong Kong? It was almost three steps ahead of customer demand, so it became a martyr. After the advanced product "dies", it does not have a product of the filtration period, because the product of the filtration period may be a product that meets the needs of the customer.
Super leading but unused product
So Huawei filled their gap, and finally Japan gave the Chinese market to Huawei. It can be said that we grew up under their wrong care and nurturing. Similarly, some world-famous companies have also gone through this path, for example, there are a number of optical fiber communication technology that is leading the world, but they have not gained a market for it.
So it's not that the leader is the winner, especially the technology leader. Technology leadership demands are getting faster, not slower.
So it is getting faster and faster to prove that in the future knowledge is less and less "valuable", and technology is not "valuable". When knowledge and technology are not "valuable," I think our society will be better.
┃ Provide customers with what they really need, not "advanced technology"
People's demand for knowledge, culture, and technology will be greater, and even fewer people will be ignorant. Since it is difficult to establish technical barriers, there can be no era of huge profits. After the longing for overnight wealth does not exist, people will return to rationality and plainness, and society will become more lovely. In the past, the company has long been technology-oriented, we made a product, we said to customers how much good you use, but how many times we failed.
The money in the pockets of customers is the goal of our struggle
Now we must figure out that customer needs are our product development orientation, what is the purpose of our development of enterprises, that is, to serve customers. Why to serve our customers, because customers are our God and only they will pay for our products. Therefore, the technical orientation of the product is to fully meet the needs of customers.
┃Why is the goal of enterprise management is process-oriented organization construction?
Today, we carry out management skills training, such as IPD, ISC, CMM、......, as well as qualifications and performance appraisal systems, are some methodologies, these methodologies are seemingly inanimate things but actually have life. His inanimate embodiment is that managers will leave and die, and the management system will be passed on from generation to generation; its life lies in the fact that with the end of the lives of our generations of strivers, the management system will become more and more mature from generation to generation, because each generation of managers will add bricks to our system.
So what are the treasures we will leave to mankind in the future? Yes and only management.
All products will become obsolete and obsolete; managers themselves will be replaced, and corporate culture and management systems will be passed on from generation to generation. Therefore, we must attach importance to the construction of enterprises in this regard, so that our company will become stronger and stronger in the struggle.
Some people don't understand what is the use of IPD and ISC, what is the use of this thing? The purpose of pushing these so is to get rid of the dependence of enterprises on individuals, so that the things to be done, from input to output, are directly end-to-end, concise and effectively connected, and reduce the number of levels as much as possible, so that the cost is the lowest and the most efficient. It's that simple sentence. It is necessary to turn the management that can be standardized into a railway turnout, so that the operation of posts can be standardized and institutionalized. Just like a dragon, no matter how it dances, the interrelationship of all the joints within the body will not change, the dragon head is like Marketing, it constantly pursues customer needs, the body continues to swing with the dragon head, because all the interrelationships within the body do not change, making management simple and low cost.
The life of a business is not the life of an entrepreneur. The West has achieved the replacement of entrepreneurs without affecting the development of enterprises. Once the entrepreneur in China does not, with the end of his life, the life of the enterprise is also over. That is to say, the life of a Chinese enterprise is the life of an entrepreneur, and after the death of an entrepreneur, this enterprise no longer exists, because he is the soul of the enterprise.
If the soul of an enterprise is an entrepreneur, this enterprise is the most miserable, the most hopeless, and the most unreliable enterprise.
If I were a bank, I would never give him a loan. Maybe tomorrow he might have an accident. Therefore, we must make it clear that the life of the enterprise is not the life of the entrepreneur, why is the life of the enterprise not the life of the entrepreneur? It is that we must establish a series of customer-centric, survival-oriented management systems, rather than relying on individual entrepreneurs' decision-making systems.
When this management system is in its standardized operation, the soul of the enterprise is no longer an entrepreneur, but a customer demand. The customer is eternal, and this soul is always there.
Many years ago, I wrote an article titled "How Long Can Huawei's Red Flag Be Fired", quoting a poem by Confucius: "The son is in the river, and the deceased is like a sifu". Management is like the Yangtze River, we build, let the water flow freely in it, manage it to flow at night, during the day. At night I slept, but the water still flowed automatically. Water flows into the sea and evaporates into air, and snow falls on the Himalayas, turns into water, flows to the Yangtze River, and the Yangtze River flows to the sea, and the sea evaporates. After more such a cycle, it forgets a person who still shouts "the deceased is like a sifu" on the shore, a "sage", it forgets this "sage", and it just flows on its own. Who is this "sage"? It's the entrepreneur.
When the entrepreneur does not play much role in this enterprise, it is the time when the enterprise is at its most vital.
Therefore, when the entrepreneur still has a high prestige, and everyone respects him very much, it is the time when the enterprise is the most hopeless and dangerous. Therefore, I think that Huawei's macro business model is that the roadmap for product development is customer needs, and the goal of enterprise management is process organization construction.
At the same time, keep in mind that customers are always the soul of the enterprise.
Customer-centric, Huawei has a variety of evolutionary descriptions, "frontline call for artillery fire", "iron triangle", "squad leader war", and the essence behind it is process-based organizational construction. At The Ningbo Station of Change Cloud Map, Jiang Weiliang, a witness to Huawei's organizational change, will accompany us to learn from Huawei "the process-oriented organizational change that calls for gunfire on the front line".