learn psychology everyday

Chapter 28 Business Psychology-Ride in an Unpredictable Shopping Mall (2)
Regarding Microsoft's illegal behavior, things unexpectedly turned around before the lawsuit was over. Glasser, CEO of Real Networks, suddenly called Bill Gates, hoping to get technical support from Microsoft so that his music files could be played on the network and portable devices.According to common sense, Bill Gates should reject him, but Bill Gates agreed with his proposal.Bill Gates also made it fair that he was willing to cooperate if the two parties really wanted to integrate the software.

In October 2005, Microsoft and Real Networks reached a legal settlement worth $10 million.Under the agreement, Microsoft will include Real Networks' Rhapsody service in its MSN Search, MSN Messaging and MSN Music services, and make it an optional service in Windows Media Player 7.61.

When the service launched, it immediately added hundreds of millions of dollars to the pockets of both companies.

The cooperation between the two business owners once again proved that at some point, the cooperation of competitors will bring better results.That is, the effect of mutual benefit.

"As long as there are strong and irresistible common interests, yesterday's opponent may be today's friend." This is a famous saying in the West, and it is also the preferred choice of major businesses today.More and more people have discovered that as long as the angle is changed, everyone can get a win-win result.

Psychology class:
1. In the competition, there is not only life and death, but also the coexistence of you and me;
2. Become friends for the common good;
3. A win-win situation is the best outcome for things to develop.

Caterpillar effect--Innovation is the first key to win the market
Caterpillars are accustomed to clinging to their original instincts, habits, precedents and experiences, and cannot break the habit of following and turn to forage.Scientists call this habit of following the previous route the "follower" habit, and the phenomenon of failure caused by following is called the "caterpillar effect".

The French psychologist John Farber once conducted a famous experiment called the "caterpillar experiment": put many caterpillars on the edge of a flowerpot, make them meet end to end, form a circle, Not far from the flower pot, sprinkle some pine leaves that caterpillars like to eat.

The caterpillars began to walk around the edge of the flower pot one by one, one hour passed, one day passed, and another day passed, and these caterpillars were still circling around the edge of the flower pot day and night, one after another. After walking for seven days and seven nights, they finally died of starvation and exhaustion.

Before doing this experiment, John Farber imagined that the caterpillars would soon get tired of this meaningless circle and turn to their favorite food. Unfortunately, the caterpillars did not do this.The cause of this tragedy is the caterpillar's habit of sticking to its old instincts, habits, precedents, and experiences.The caterpillar gave its life, but nothing came of it.In fact, if a caterpillar can break the habit of following and turn to forage, the tragedy can be completely avoided.

Later, scientists called this habit of following the previous route the habit of "followers", and called the phenomenon of failure caused by following the "caterpillar effect".

We humans are not immune to this effect either.For example, in the process of work, study, and daily life, for those problems that are "handy with the road", some ready-made thinking processes and behaviors will be subconsciously repeated, so it is easy to generate ideological inertia, that is, involuntarily rely on With the existing experience, I think about the problem according to a fixed way of thinking, and I am unwilling to change the direction and think about the problem from another angle.

Zheng Banqiao, one of the "Eight Eccentrics" of Yangzhou in the Qing Dynasty, loved calligraphy since childhood. He copied all kinds of calligraphy styles by famous calligraphers in ancient times.But everyone didn't appreciate his calligraphy very much, and he himself was very anxious. He learned more diligently and practiced harder than before.

One summer evening, he and his wife were sitting outside to enjoy the shade. He began to write on his lap with his fingers, and as he wrote, he wrote on his wife.His wife slapped his hand angrily and said, "You have your body, and I have mine, why don't you write about your own body and other people's bodies?"

Zheng Banqiao was suddenly inspired by this sentence: Everyone has his own body, and his writing also has his own fonts. They are different in the first place!Why do I always learn other people's fonts instead of writing my own?Even if you learn the same as others, it is just someone else's font, without your own style, what's the point?
From then on, he took the advantages of various schools, integrated them, mixed official script with seal script, cursive script, running script, and regular script, and used it as a painting method to write. "Shipu Street style" became a famous calligrapher and painter with high reputation in Qing Dynasty.

The inherent ideas and methods are relatively mature and stable, and have a positive side.It is because the use of previous ideas and methods helps people to think by analogy, shortens and simplifies the solution process, and solves some problems more smoothly and conveniently; but at the same time, its negative impact cannot be ignored. It is easy to make people blindly use specific experience and habitual methods to deal with some seemingly magical problems, resulting in wasted time and energy and hindering the solution of the problem.Moreover, thinking about problems according to an established pattern for many years is not only easy to make people bored, but also more likely to paralyze people's creative ability and affect their potential.

American management guru Drucker has a famous saying: "Innovation is to create a resource."We understand that innovation can create a new resource and create a new market.Technological innovation is being mentioned now. In fact, technological innovation should not be an isolated concept. Especially for enterprises, technological innovation must be combined with the actual situation and development goals of the enterprise. Only by establishing technological innovation in an all-round innovation Only on the platform can it play a huge role in promoting the competitiveness of enterprises.

Haier Group was founded in 1984. After 20 years of hard work, it has developed into a large international enterprise group enjoying a high reputation at home and abroad.There is a popular saying in Haier that "speed creates resources for users, and innovation creates value for users", which fully demonstrates that Haier is always racing against the needs of customers.

The needs of users are constantly changing, and to a large extent, they are already personalized needs.Personalized consumption has led to constant changes in demand. If you want to win the market, you must think ahead of customer needs. In February 2001, during the annual meeting of Haier’s global managers, Mike, the manager of Haier Trading Company in the United States, proposed that the cabinet of ordinary refrigerators is relatively deep, and it is difficult to take things from the lower layer. He suggested whether it can be changed into two parts, and the upper part is still the original Structure, the bottom is changed to a drawer.Haier thought his idea was good.He proposed the idea in the afternoon, and Haier's technicians rushed to make it overnight, and the handmade sample was produced the next morning, which took 2 hours.Two months later, the technological prototype was produced and shipped to the United States.The American S chain store, which is characterized by launching innovative products, readily underwrites this product, and now the product has a large market in the United States.

If an enterprise is compared to the tree of life, then the soil of this tree of life is the users. If you do not understand the needs of users, it is tantamount to a tree without roots and water without a source. will achieve customer satisfaction.

In the new economic era, without customer loyalty, there is no right to survive online. This is true for every enterprise. To make customers loyal to the enterprise, the most important thing is to provide customers with services that meet their individual needs. .From the no-moving service in 1994, the three-way free service in 1995, the design first and then the installation service in 1996, the five-one service in 1997, the one-stop star service in 1998, and the Haier professional service network passed the ISO1999 international quality in 9000 System certification, star service entered the community in 2000, and dust-free installation of Haier air conditioners in 2001. Haier's star service has undergone ten upgrades, and each upgrade and innovation has been at the forefront of the industry.Haier believes that service is also a product. Only through continuous innovation and promotion of service products can we widen the distance from competitors, form differentiated services, improve Haier's service image, and finally move users and realize zero distance with users.

In 2003, Haier launched a new service measure - Haier "Full Butler 365". 20000 Haier home appliance "Full Butlers" across the country provide users with round-the-clock door-to-door services 365 days a year. The specific content of Haier's "Full Butler 365" includes: Door-to-door design; consulting and shopping guide during sales, delivery in place; after-sales installation and debugging, telephone return visits, guidance on use, soliciting user opinions and timely feedback to the production and development department to continuously improve product design.In addition, according to the user's appointment, the user is provided with on-site maintenance, maintenance and other services.Consumers only need to call Haier's 24-hour service hotline 0532-8939999, and they can make an appointment for Haier's "full-process butler" to provide consumers with one-stop service.

The launch of Haier's "Full-process Butler 365" star service, which is deeply rooted in the hearts of the people and full of family affection, will not only drive the improvement of the service level of the same industry in China, but also better establish a new image of Chinese home appliance companies in the world.

"Haier believes that satisfaction is temporary, and loyalty is permanent. As long as we always focus on customers, create customers, create needs, and meet the individual needs of users with differentiated services and innovative ideas, consumers will definitely be rewarded. For the loyalty of the enterprise, the enterprise will definitely get more substantial rewards."

Every step of Haier's development is accompanied by innovative breakthroughs, accompanied by constant self-denial and transcendence.Pursuing excellence, never being complacent, always making progress, and always innovating—the spirit of Haier is precisely the most vivid portrayal of advancing and changing with the times in this era.

I think this should also be a portrayal of the continuous growth and progress of all enterprises.So what should enterprises pay attention to if they want to continue to innovate and keep pace with the times?The following are for reference:
1. Times are constantly changing and developing, and we ourselves are also constantly growing and developing. The solution to any problem cannot be confined to the previous rigid model, but must continue to innovate and keep pace with the times, so as to be able to adapt to the changes of the times and our own development needs.

2. Only by improving the original mindset and no longer following in the footsteps of the predecessors, but opening up a new path of their own, can they make further progress.

3. The innovation method that suits you is the best.

The tragedy caused by the meaningless circle of the caterpillar also shows that: enterprises stand still or just follow others, which can be done in a short period of time, but they will not find their own direction in a long time.If you always follow others, you may put in a lot of unnecessary effort. Only by finding a new direction and thinking can you gain more.

Psychology class:
1. The vitality of the enterprise comes from independent innovation.

2. When life and work encounter setbacks or come to a standstill, we can no longer make meaningless efforts like caterpillars, but should change our thinking and be good at finding new ways to work more skillfully and efficiently, so as to achieve twice the result with half the effort Effect.

Authority Effect - Guiding the attitude and behavior of the other party

The authority effect, also known as the authority implication effect, means that if a person has a high status, prestige, and respect, then what he says and does will easily attract the attention of others and make them believe in its correctness, that is, " People say little things, but people value words."

American psychologists once did such a psychological experiment: In a certain school in the United States, the head of the school wanted to hire teachers for the students. , deliberately hired the world's best chemists with high salaries to teach chemistry courses to all students.During the official class, the best chemist promoted by the school told the students that he had recently discovered a new chemical substance, which has a strong smell but will not cause harm to the human body.Then, he lifted the bottle cap and asked all the students to smell the smell in the bottle one by one.After everyone has smelled it, the teacher asks the students who smell it to raise their hands.As a result, there were more than 60 people in the class, and 80% of them raised their hands and said they smelled the smell.In fact, what this chemist smelled to the students was a bottle of colorless and odorless "distilled water", and he was not the best chemist in the world, but a German teacher hired by the school from outside.

In the face of colorless and odorless "distilled water", everyone can "open their eyes and talk nonsense" and say that they smell the smell. Why?Psychologists say that most people in society have a kind of admiration for authority figures, so under the hints of authority figures, they can easily accept the views and ideas of authority figures, and will be convinced and motivated by authority figures. The phenomenon of blind obedience.This is the "authority effect".It means that if the speaker is of high status, prestige, and respected by others, it is easy for others to pay attention to what he said and believe in its correctness.

(End of this chapter)