Work instead of being a boss

Chapter 26 Enlightenment of Successful Operations (1)
Eight Laws of Managing Enterprises

To invigorate marketing and make business, there are many rules that can be followed.

The law of human nature requires companies to provide concise, convenient, safe, and comfortable products and services to customers, so that consumers can use products or enjoy services satisfactorily without pressure.In terms of product design and development, it should develop in the direction of "individualization".In short, goods and services that can satisfy consumers conform to the "law of human nature".

The Law of Demand Enterprises exist to meet the needs of consumers. There is no marketing without customer needs, and customer needs can be stimulated and created.Creating "demand" requires enthusiasm and imagination, and at the same time requires operators to have sufficient insight and market research skills. It is most important to develop the habit of looking at products from the perspective of consumers.

The law of leadership means creating the future rather than adapting to the present, and being ahead rather than catching up.To stay ahead for a long time, we must constantly think about issues related to marketing, because today's "swift feet" cannot guarantee tomorrow's "firsts".

The category law emphasizes "new", because "new" can make consumers temporarily forget the temptation of the brand.If you're not number one in your category right now, find a way to be the first to create a "new category."

Cognitive law Taiwanese food giant, Uni-President Foods, originally wanted to create a career in the computer industry, so it acquired Wang An Computer Company, which was on the verge of bankruptcy, and assembled and sold "Unified Computers".However, due to people's inherent cognition that "unified" is food, "unified computer" has been sluggish in sales.Because cognition will affect the sales volume of products, companies should strive to strengthen consumers' correct and positive cognition and eliminate their wrong and negative cognition.

Image Law Looking at the global business community, no company has succeeded by ignoring the image strategy.Ford in the United States, Panasonic and Toyota in Japan, Mercedes-Benz in Germany, and Haier in China all satisfy consumers in terms of product quality, after-sales service, and brand promotion, and then establish a good image in their hearts.It is difficult to establish a good image, and it is even more difficult to maintain it.Enterprises should always put image strategy in an important position.

The Law of Integrity Marketing has long been misunderstood by people as exaggerated and a form of deceit.Therefore, enterprises must truly face customers in good faith, and use less exaggerated modifiers in advertising.

The Law of Seeking Change In modern enterprise management, crisis sensing is routine and frequent. The best strategy to deal with crises is to "predict change" rather than adapt to change, and "seek change" instead of "adapting to change".Only change can create business opportunities, and only change can turn crises into opportunities.

The Essence of the Jewish Head

Jews account for less than [-]% of the U.S. population, yet [-]% to [-]% of the super rich selected by Fortune magazine are Jewish entrepreneurs.From a broader perspective, Jews account for half of the world's richest entrepreneurs.

Why can Jews become the richest people in the world, and what kind of secrets are hidden in it?
The [-]:[-] rule The "[-]:[-] rule" was originally a miraculous law that appeared objectively in nature:
- The ratio of oxygen to nitrogen in the air is about [-]:[-];

——In the human body, the mass ratio of water to other substances is about [-]:[-];

——In a square, the ratio of the total area of ​​the remaining four corners to the area of ​​the inscribed circle after removing the inscribed circle is about [-]:[-].

The Jews applied this magical ratio to the comparison between the rich and ordinary people, and found that their ratio is also [-]:[-], but the wealth they own is just the opposite, [-]% of the people own [-]% of the wealth!
Therefore, whether it is engaged in production or business, if you want to make more money, you must deal with rich people.We must understand what the rich need, make our products popular among those rich people, and let the rich lead consumption, so that we can make a lot of money.

This is the business rule summed up by the Jews from thousands of years of survival experience - "[-]:[-] rule".

According to the traditional Jewish method of financial management, [-]/[-] of the money should be set aside at any time and stored in any way. Only in this way can wealth be accumulated.As Rabbi Izhaku said: "The ideal financial management method is to use [-]/[-] to buy land (the best way to save money), [-]/[-] to use in commodity operations, and the other [-]/[-] should be kept at hand. "

In fact, this is the safe investment method that the society calls for today to diversify risks.The Jews have long used this safe investment method, and they are truly prophets.

Jews without beggars Jews pay attention to community life, emphasize charity and mutual assistance, and are keen on public welfare.One of the obligations of Jews is to "give alms to the poor and be willing to help others."Sociologists have long since discovered the fact that there are no beggars among the Jews.On the whole, the living standards of Jewish communities in various places are uneven. Historical reasons have caused Jews to be forced to disperse around the world.This, in turn, gave them a major advantage in the business world, as Jewish solidarity was ubiquitous.

Jewish Unbanned Books Jewish Unbanned Books, even if it is a book that attacks Jews.

The Jewish tradition of loving books has a long history and is deeply rooted in the hearts of the people.According to a recent UNESCO survey, in Israel, where Jews are the main population, people over the age of [-] read an average of one book a month. There are more than [-] public libraries and university libraries in the country, with an average of one for every [-] people. library.In Israel, which has a population of about [-] million, there are [-] million people who have library cards.

In terms of per capita libraries, publishing houses and the number of books per capita per year, Israel is well-deservedly the best in the world.

Aim at women and men with mouths to make money for women. If you want to make money, you must first focus on women to make women tempted, or simply use women as a means of making money.

Secondly, human beings rely on food to survive, aiming at the mouth, there are unlimited business opportunities.

I can only believe that the child looked at his father's outstretched arms and jumped from a height, but the father suddenly retracted his hands and let the child fall heavily to the ground.Such "games" are quite popular among the Jews, and this is to teach children, from an early age, to believe only in themselves.

A Jew who carefully calculates every dollar of billions of dollars of wealth may walk into a bank and use billions of dollars of property as collateral to seek a loan of one dollar, just to save the huge custody fee of the property.If a wealthy Jewish man still rents an apartment every year, he will never abandon the rent to buy a house.They would say, "I'm going to die anyway, why leave the house to someone else!"

The self-disciplining Jews set [-] commandments for themselves, but in order to coexist peacefully with non-Jews, they only put forward seven restrictions that are common to all nationalities.

Don't waste time, hire workers and pay according to the time; you must make an appointment to meet the guests, and see them off as soon as the time comes, otherwise you will be billed on time; there is never a document that was not processed yesterday on the desk.

The rainbow after the storm is seen as hope by the Jews.They believe that light is always behind darkness, and suffering is the greatest wealth.

22 business rules
As for what is feasible and what is not feasible in marketing, American marketing experts have found after [-] years of research: successful marketing plans are almost always consistent with some basic laws in the market.These basic laws are now known as the classic laws of marketing, and they are summarized in [-].Remember: violating these laws means risking the fate of your own business.

The most important thing in marketing is to create a class of products that will make you "first" in the market, which is much easier than trying to convince people that you can provide better quality or service than the product first. .In short, "first" is better than "better".

The law of product innovation When you can't be the first in a certain type of product, you should try to create another new type of product.Because potential users are always willing to accept new products.

The law of idea competition In the marketing world, the best product only exists as an idea in the minds of users or potential users, and the so-called best product that people talk about does not exist: marketing is not the basis of products. The battle is not a battle of ideas.

The law of popularity This rule comes from the "law of concept competition": it is better to be the first to gain popularity than to enter the market first.And because once people form a certain concept, it is difficult to change it. To enter people's minds, they must choose a "storm" strategy.

The most successful method in marketing is to make potential users have a term or concept for the products or services provided by the company.The noun or concept must be easy to remember and catchy.

Concept Proprietary Law A company must have its own proprietary concept in order to win in marketing. If a concept is moved into the hearts of users by your competitors, if you try to use the same concept to win users, the result will only be in vain Useless.

The Ladder Positioning Law Any similar product will form a ladder of purchase order in the minds of consumers. On this ladder, products of various brands occupy one level, and the marketing plan of your product should be compared with that in the market ladder. The position is consistent.

The law of two strong contenders Initially, the position of a new type of product in the market is like a multi-level ladder. Gradually, this ladder becomes only two levels, and successful marketers will aim to be among the top two in the market. middle.

If you want to strive for the second against the first rule, you should adopt the policy of being the first in the market.

Variety Subdivision Law As time goes by, a certain type of product is always subdivided from a single variety into many varieties, and each subdivided variety will become a separate and unique entity with its leading brand.

Long-term effect law The long-term effect of some marketing practices is often the opposite of its short-term effect, and successful marketing behavior should show effectiveness in the long run.

Law of Trademark Expansion Trademark extension is to apply the trademark of a successful product to a new product that the company plans to launch, which will inevitably give users the impression that the trademark is similar.And the facts tell: trademark extensions are invalid.

The Law of Sacrifice Successful marketing must know how to sacrifice.This involves three sacrifices: product range, target market, and constant change.Successful companies don't have to be generalists covering all product lines and target markets, because generalists are weak.

The Law of Opposite Features For any feature of a product, there is always another effective feature that is opposed to it.A successful marketing strategy is to find out the characteristics that are opposite to the leader. Remember: "opposite", not "similar", so as to compete with it.

The law of honesty and honesty marketing has the following surprising assertion: the most effective way to make your product popular is to admit your own shortcomings first, because potential customers will find your strengths when you admit your weaknesses.

The law of unique strategy In fact, a successful marketing strategy is not the sum of a large number of small and superb efforts. Under any given conditions, only a single, bold and certain kind of surprise action can produce substantial results.

The law of unforeseeability When formulating a marketing plan, one thing should be noted: no one can make accurate predictions about the future, research and research can only evaluate the past most effectively, and new ideas and concepts are almost impossible to be evaluated.

(End of this chapter)