Globalization has accelerated the "four great shifts": the great shift of power, the great shift of talent, the great shift of wealth, and the great shift of ideas. In a world where development is becoming more and more uneven, the future belongs only to those who "have ideas". Hegel said - people stand on ideas. The business community has been saying, not afraid to do not afraid of thinking, we are looking for this "Ariadne's colorful line", it is a clue of business wisdom, a clue that allows you to think about the problem from a variety of perspectives, a clue that promotes you to jump up. Management wisdom is first of all management innovation, management innovation is first of all management of our way of thinking. Some experts and scholars who study the creative process believe that there are at least eight ways of thinking that distinguish geniuses from ordinary people. These eight ways of thinking are: unquenchable creative passion; thinking from multiple perspectives; genius thinking from opposing perspectives; genius making original combinations; genius trying to make connections between things; genius being good at metaphors; genius being prepared for changes; and genius visualizing one's thoughts. Since human thinking is an integrated process, these eight ways of thinking often work together and interact with each other in creative activities such as scientific inventions, artistic creations, and business planning.
Historically, those scientific giants and artistic geniuses, their primary thinking strategy is to be able to think from multiple perspectives, research problems, and solve problems. One of the ****tributes*** of such luminaries as Leonardo da Vinci, Albert Einstein, and Freud is that they tend to reframe all aspects of the problems they encounter from different perspectives. The same is true of numerous business geniuses in the global marketplace, such as Mrs. Chandler, Ted Turner, Michael Dell, and Jeff Bicks, who have created markets previously unknown to consumers. Whether they were scientists, artists or entrepreneurs, these geniuses were adept at thinking about problems from multiple perspectives. They feel that the first perspective on a problem is too skewed toward their usual way of looking at things, and they keep shifting from one perspective to another in order to reframe the problem. Their understanding of the problem deepens with each shift in perspective, and they eventually grasp the essence of the problem. Einstein's theory of relativity is an explanation of the relationship between different perspectives. Floyd's psychoanalytic approach aims to find details that are inconsistent with traditional methods in order to discover a completely new perspective. And Wal-Mart Stores, Dell, and these companies have developed some kind of new business model that has never been seen before, with a completely new perspective.
The key to why China is lagging behind in innovation is the so-called social elite, which tends to start from a traditional perspective and is trapped in the "precinct of replicative thinking". Let's take a look, from the most traditional agriculture to the most avant-garde television media, they are very different lines, the level of the operator in the cultural upbringing, social status and so on, the difference is more than ten thousand eight hundred thousand miles! But these two groups of people are basically the same in their thinking. For example, in a country like ours, where agriculture is the mainstay, intensive plowing has been the key to traditional agriculture since ancient times. However, it is now found that plowing also damages the fertility of the soil and increases soil erosion. Moreover, land that is not plowed is also beneficial to the earth's ecosystem in general. Because unplowed land keeps a tight rein on the carbon that would otherwise run off into the air to form carbon dioxide when organic matter decays, if one hectare of land is left unplowed, it can absorb one ton of carbon per year, which can make the land a key factor in stifling global warming. But in an industry that is dominated by traditional attitudes, families are still passionate about intensive farming, which is not enough to embody the spirit of hard work and endurance that has been passed down from our ancestors. To this day, we see millions of Latin Americans no longer turning their fields with plows, but people are still doing it.
Then look at our TV, China has more than 4,000 TV stations from central to local, in addition to 50 or 60 satellite TV stations, accounting for the world's first in terms of quantity! But they do what just one station can do well. A program host can make dozens of guest appearances on dozens of television stations to repeat the host of a program with little difference in content; a TV series is screened at the same time in many TV stations, and can be broadcast day after day throughout the country in turn; a style of TV drama ("Golden Warrior", "Auntie Qiong A style of TV drama ("Jin warrior", "Auntie Qiong" or a drama about a crime) can be interpreted all the time; the same song can be sung in one city after another; and a party format can be self-applauded for one or two decades. ...... They are wasting the country's resources while earning a lot of money from advertisements. If thousands of farmers doing the same thing can create value, what value can thousands of televisions doing the same thing create, other than creating stupid viewers? Should we not question the contemporary cultural elite, who should be responsible for the quality of our spiritual life? The first thing that we need to do is to get rid of all the bad stuff that is going on in our lives.
It is because the government and businesses are used to the "copying mode of thinking" that China has become a big country with big output and small profits. From the primary industry until the fourth industry, China has more than a hundred product output is ranked first in the world, such as the output value of the first iron and steel, the first watch, the first clothing, the first footwear, the first tea, the first porcelain ... and so on the first. But in the order of profit is playing the role of the bottom. In terms of shoes, which are the first in terms of production value, 4.072 billion pairs of shoes were exported in 2001, valued at US$10.096 billion, with an average of less than US$2.5 per pair. The annual export of shoes to the United States alone amounted to 1.4 billion pairs, but it is still not enough to replace a "Titanic". Hopefully, the shoe burning incident in Spain in 2004 will burn the bosses of the Chinese shoe industry from the "replicative mode of thinking" in the trap will be burned out. Replicative way of thinking, from a single fixed point of view to see the problem, is a kind of "dead instinctive complex"; from multiple angles to study the problem, is a kind of "instinctive complex", which dominates the "innovative way of thinking "
This is the first time I've ever seen a person with a problem.
Research from multiple perspectives is the beginning of "innovative thinking". The United States of America's Golden Gate Bridge lane change is a clear example of creativity. 1937 Golden Gate Bridge was built, traffic congestion has not improved but has become more powerful. Management to spend tens of millions of dollars to the community to collect solutions, the results, the winning program is surprisingly simple: the bridge in the middle of the barrier into an active - according to the direction of the commute, the provisions of the morning to the left to move a lane, the afternoon to the right to move a lane. As a result, the problem of congestion was solved. Obviously, the bridge is "dead" (it can not be arbitrarily widened), and another perspective, people are "alive", we can turn the fixed lanes into "active" lanes. This method was later widely used around the world, the effect is very good, Shanghai Siping Road traffic jam is a typical case of successful borrowing.
Looking at it from another angle - the garbage is a treasure in the wrong place - in 1974, when the Statue of Liberty was refurbished, the garbage that was removed from it piled up in a mountain, and the government issued a public tender to clean up the pile of garbage. Because of New York State on the handling of garbage regulations are very strict, get it wrong not only can not earn money, but also may incur environmental protection department complaints, many transportation companies are discouraged. At that time is traveling in France, McCall's chairman of the company heard the news immediately rushed to New York, saw the Statue of Liberty piled up under the mountains of scrap metal immediately signed to take down. He let people melt the scrap copper, cast into a small Statue of Liberty; cement blocks and wood processed into the base; scrap lead, scrap aluminum into the key to New York City Plaza, and finally, he even swept down from the Statue of Liberty dust are packaged and sold to florists. The Jew from Auschwitz came out of the pile of garbage into 3.5 million U.S. dollars in cash, hard to the price per pound of copper a whole 10,000 times - to achieve 28 years ago, his father set the goal for him. 1946, McCall came to the United States with his father, in Houston, doing copper business. One day, his father asked him what the price of a pound of copper was, and McCall said 35 cents. His father said, "Yes, the whole state of Texas knows that the price of a pound of copper is 35 cents, but as a son of a Jew you should say $3.50. You try making a pound of copper into a door handle and see."
In fact, similar examples abound, not the Jews "business patent". Shenyang has a Wang Honghuai, originally rag picker. One day he thought of getting rich, collect a can only earn a few cents, if it melted when the metal to sell, perhaps you can earn "big money". So he tried to melt one, into a nail-sized piece of silver-gray metal. He spent 600 yuan to ask the relevant aspects of laboratory tests, technicians told him that this is a very valuable aluminum-magnesium alloy. Wang Honghuai calculated the account, the market price of aluminum ingots, per ton between 14,000 yuan to 18,000 yuan, selling materials than selling scrap to earn six or seven times more money. So he founded a metal recycling processing plant, in order to attract people to hand over empty cans, he raised each from a few cents to 14 cents. In this way, he refined more than 240 tons of aluminum ingots in a year with empty cans, only the first three years earned 2.7 million yuan, from "scavenging" a leap to millionaires. Hilton, the world's hotel industry, said, "a piece of pig iron worth $5, cast into horseshoes can be worth $10.5, if made of magnetic needles on the industry is worth more than $3,000, and made of watch clockwork, its value is more than $250,000." According to Hilton's ideas to go on, Wang Honghuai does not stop at this "metal recycling processing plant", the prospect of when it is great.
A different perspective is really necessary. China's media, no advertising will be no smoke; and the U.S. HBO, deliberately do not do advertising but a lot of money. When China and the world's vast majority of the mass media left the advertising will not be able to make money, will not be able to survive, known as the world's best television station HBO, it does not do any advertising, but the United States is the most profitable, the most popular, but also the largest cable television station. From its launch in November 1972, today it boasts 28 million viewers and a turnover of up to 2.1 billion euros (with a profit of up to 585 million euros), and has created numerous offshoot channels. It produces TV series and movies such as Elephant, Angels in America and Band of Brothers, which have won many international awards and have become some of the most watched and popular. Its head honcho Jeff Bicks does the same thing from a different angle, and his insistence on breaking the mold and not being limited is exactly what has led him to success.
According to Michael Dell, "Success depends largely not on ability, but on your willingness to look at what you know differently." Because of the change of perspective, he realized that from "product → commodity", there are actually so many intermediate links. He decided to leap over the intermediate links "direct to" consumers, in the cost savings at the same time, it is the use of the "direct" new model, but also for the "batch tailor-made", "The creation of DELL in 1984, "direct marketing" new model, so that Dell has been a great success, 10 years later, its stock market value has reached $ 10 billion, the stock price rose 296 times. July 1996 Founded an online store, which receives more than 2 million customers every week and sells 14 million dollars of products and services every day; in 1999, Dell launched a global strategic alliance, and now has 120 strategic partners, including Microsoft, Novell, SAP and other top companies in various fields; as of 2002, Dell's global computer market has grown by more than 10 billion dollars, and its stock price has increased 296 times. As of 2002, the global market for Dell computers had risen to 15%, with sales of $31 billion and profits of $1.8 billion. It forced Hewlett-Packard to join forces with Compaq, and then these upstarts forced IBM out of the PC retail market. in 2004, after years of losses, IBM finally transferred the PC piece entirely to China's Lenovo Group Inc. Elaborating on his success as a competitive winner Michael Dell said, "My company can demonstrate precisely that we can see opportunities that our competitors don't want to look at and don't think exist, and capitalize on them profitably."
In fact, if you think about it differently, everyone can be a Dell. Dell himself has repeatedly said, "To think differently than others, you don't have to be a genius, or even a highly educated expert." In fact, he himself was a college dropout. The key is that you have to get rid of the "replicative thinking" stereotype. It is said that there was a famous doctor named Ye Tianshi in the Qing Dynasty of China. Once, when he was treating a patient with red eyes, he realized that the patient was worried about his eyes, and he said, "Your eyes only need a few pairs of medicines. However, your foot will develop a poisonous sore in seven days, and if it is not properly treated, your life will be in danger. The man was shocked and asked for the cure for the sore... Ye Tianshi instructed him to massage the soles of his feet for seven days and paid him an ancestral recipe. The man thanked him profusely and went home, and according to the doctor's instructions did not dare to slacken off, and sure enough, seven days later, there were no poisonous sores on his feet, and his eye disease was also good. When he went to thank, Ye Tianshi told the truth, the original foot sores is to coax him, intended to distract his heart.
Subversion of tradition, change the angle of innovation opportunities - Barbie innovative toy industry. Mrs. Chandler created Barbie, is because she changed a point of view, traditionally allowed children to fiddle with the "doll" shaped into the children's hearts and minds have about the "idol", and thus changed the status of some traditional toys in the minds of people, and thus create new In 1959, Mattel Toys was on the verge of bankruptcy when company founder Ruth Chandler created an adult doll named after her daughter - Barbie. It went public in New York amidst a chorus of opposition from shareholders and, surprisingly, 350,000 were sold that year. Since then, it has come under constant fire from feminists, and Ruth was sidelined from the company in 1975. But Barbie, which lasted 48 years, sold more than 1 billion units in 150 countries and generated annual sales of more than $1 billion (a record $1.8 billion in 1998). Barbie also became a kind of fashion culture, it was named by the public as "one of the 15 themes of the 1960s that Americans want to remember the most". Since then, national toy companies have followed (or followed, or opposed), just like "Coca-Cola", "Harvard Classics", "Hollywood", "Barbie" has become a kind of fashion culture. "Barbie" has become synonymous with the industry. Currently, Barbie tops the industry list with two dolls sold per second worldwide. According to statistics, an American girl has an average of eight Barbie dolls, Italy and Japan seven each, France and Germany five each.
The virtual characters, it turned into a popular idol, or even a "public lover". In order to activate the "character image", Barbie to add 120 sets of new clothes every year. According to incomplete statistics, in order to Barbie and her friends to do clothing, as of 1999, in the past 40 years *** with 100,000 kilometers of material, for her to sew all kinds of shoes totaling 1 billion pairs of more. The avatar, who has played more than 70 roles including star, singer, doctor, nurse, teacher, model, air hostess, hippy girl, race car driver, athlete, and up to dentist, has moved from being a child's playmate to a popular icon. Its most successful point is to attract consumers *** with innovative products, not only children are fascinated, even adults have become avid followers, so that the virtual character to become a "public lover". An American woman named Barbara claimed to be able to communicate with Barbie's spirit and published a newsletter to report on their conversations, with Barbie's first words said to be: "I need respect." A British girl who has had 12 plastic surgeries to make herself look like Barbie.
This year's 48-year-old Barbie how to stay young forever? The key in the concept of innovation, the operators of a traditional, change the playmate but for the idol, thus creating a new market. In order to maintain vitality, they innovate a combination of new marketing ideas, each year to launch 12 to 20 series. For different consumers, the company designed a different "version", there is a mass of a family, there are boutique series, and even launched after the code limited edition "out of print". Due to the design of novelty, although the price is not expensive, "out of print" modeling has become a collection of treasures for a time. Now, the collection of various types of Barbie version gradually become fashionable. Taiwan has a 30-year-old elementary school teacher, he was in Taichung in 1999 when shopping in department stores, saw the new listing of the "King Vera Bride Barbie", was exquisite, gorgeous modeling impressed, and thus began to collect nearly a hundred various versions of Barbie, are limited edition or ultra-limited edition. These include the Floral Series, Model Series, Vintage Series, Artist Series, and World Series. One of the most exquisite series, the price point of up to NT $ 20,000 yuan.
Barbie so can be popular in the world, largely due to their implementation of the series marketing. Although a single product may be perfect, but, if there is no "stars", if there is no "green leaves", consumers are likely to appear "aesthetic fatigue" to abandon it. Therefore, how to constantly maintain the main focus of the product? Therefore, how to constantly maintain the main product "freshness" is a new marketing issues. Mattel around the implementation of the Barbie series of operations, not only greatly enhance the added value of the product, and more importantly, the series of operations so that it has found a single product than a lot of new marketing points. For example, they not only designed for Barbie multiple identity modeling, but also "she" as the core to create a number of characters and animal series. As a series of Barbie's family, she has a boyfriend "Ken", and then many relatives and friends, including 32 boyfriends, 12 relatives, and 38 animals... so there are many stories. As a selling point, the creative team created one event after another around Barbie, announcing her engagement to her cousin "Ken" and then claiming that she was determined to break up with him. In order to continue to attract public attention, in 2000, Barbie decided to "run for president" with another doll, Vanessa...
Hundreds of designers surrounded Barbie, and they continued to give her a facelift, constantly transforming some famous public figures into Barbie's face. Thus the formation of the stars, the stars of the situation, in the product changes in the eye-catching. Playing since 1959, Barbie has always maintained a youthful, bright image, curvy, radiant.
On April 27, 2002, Mrs. Chandler, who founded Mattel Toys in 1942 with her friend Harold Matteson, died at the age of 85 in Los Angeles. The next day, EFE reported that Barbie, the queen of the dolls, had been "orphaned" yesterday. There is no doubt that Barbie has been widely accepted as a "figurehead" of sorts. From the moment Mrs. Chandler created and gave life to the Barbie doll, "doll" is no longer arbitrary manipulation of toys, but the children's hearts and minds of the idol. After nearly half a century of innovative marketing, Barbie, like Coca-Cola, Mickey Mouse, hamburgers like a standard and symbol of the industry, has become a strong part of American culture. Barbie's birth attracted countless competitors, challengers and imitators, such as "feather dolls", "Cabbage Patch Kids" and many of the "Arab Dolls" are her The "Arab Dolls" are her followers.
Barbie revelation: change the angle of innovation opportunities. Mrs. Chandler to create Barbie, is because she changed a point of view, the children have always been allowed to fiddle with the "doll" molded into the children's hearts and minds with the "idol", and thus changed the status of some traditional toys in the minds of people, but also to create a new This changes the status of a traditional toy in people's minds and creates a new "selling point". Hollywood has also recently launched an animated film "Barbie's Swan Lake", Barbie's incarnation of Odette is a brave young girl, she comes from ordinary, with their own courage, wisdom and willpower, and friends across the difficulties, and ultimately overcame the forces of evil. Obviously, Barbie has indisputably become the industry standard whether you appreciate it or oppose it
Opportunities for innovation abound. In New York, known as the "city that never sleeps", there is a lot of hustle and bustle everywhere, and it is rare to find a quiet corner. A nightclub owner thus thought, "Why can't I sell tranquility?" So he created what he called a "silent party". At these parties, people are not allowed to make a sound, but only communicate through writing or body language. Party participants or "eye-to-eye", or folded paper harriers thrown to the person of choice, a time to drink paper harriers flying, the atmosphere of the field to the cozy. Just when we "want to stop talking", after two hours of "silence", the host suddenly announced the "silence" end, the audience finally in the "The audience finally exploded in silence. At this time, the venue was in a frenzy, couples warmly embraced loud cheers, the whole evening pushed to a new climax. Clever creators are in the hustle and bustle of the metropolis, trying to find a quiet place to play and started this kind of "silent party", it is quiet in the action, action in the static, the combination of static and dynamic, complement each other. As a new type of entertainment, in recent years is quietly popular in New York.
A different perspective fresh more. The hotel industry is the oldest industry, its function is to provide travelers with a place to stay. If you look at it from another angle, why is a hotel only a "place to stay"? From this point of view, its function is much more. With this shift in perspective, one of the oldest professions can become the most fashionable overnight. In the United States in Key Largo, John Pennekamp Coral Reef National Park 30 feet underwater, there is a Jules underwater hotel; David Osman floating hotel built in Alaska 35 miles away from the city of a river, an area of 4,500 square feet; in addition, in the United Kingdom, Salisbury, Italy, the village of Preston are living experience of prison hotels; the more innovative More innovative are the "theme hotels," the "tree hotels," "tent hotels," "theater hotels," and so on. etc. With the accelerated pace of people's exploration of the universe, in recent years also emerged the most luxurious "air hotel". This "space ship" is a 400-ton luxury giant airship, used to carry passengers. The flying hotel is the size of two soccer fields and floats on 140 million cubic feet of helium, massive amounts of electricity, hydrogen fuel boosters and six turbine engines. The hotel can carry 250 guests at a maximum speed of 174 kilometers per hour and can fly up to 6,000 kilometers. 165 x 244 x 647 feet in size, the CSS flies at 8,000 feet in the air, and has an interior casino, restaurants, and suites, among other things.
What is the development market? Let's put it another way, it should be focused on creating a need that the consumer didn't know existed.
What is market development?