Successful business is a balance of imagination and common sense | pola jitu maxwin, untunglink, nomor togel sidney yg keluar hari ini

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I was having dinner with some friends not long ago, and one of them was a screenwriter friend. During the dinner, we talked about the "anti-Japanese drama". Someone asked a question: "How do some of you screenwriters write such a plot that is so far from common sense?" During the conversation, my friend talked about various reasons, and I can't remember clearly, but there is one sentence that "the script is actually a balance between imagination and common sense" is impressive.

Actually, writing film and television scripts is somewhat similar to doing business. If the script is written too plainly and lacks imagination, the audience will have no interest, and the work will inevitably fail to gain market share. But if it breaks away from common sense and relies entirely on imagination, the audience will be confused and will inevitably complain all over the screen.

Luc Besson, the internationally renowned director who has directed many science fiction films such as "The Fifth Element" and "Superbody", once said something about business and film imagination at last year's Alibaba Conference. He said: "When doing business planning, you need to open up all your senses and use your imagination, so that you can discover opportunities that others have not discovered." But he also emphasized that "the essence of a movie is a good story, and businessmen should not forget the essence of what you are doing." Even as a science fiction movie, Luc Besson emphasizes story imagination that does not deviate from common sense.

In the real world, to do a good job in business, one must possess two basic abilities: First, basic common sense about business cognition, which manifests as a basic understanding of value creation, the bottom line of human nature, etc. Another is imagination and creativity. If there is common sense but low imagination, it will limit the development of corporate creativity; if there is imagination but it is divorced from common sense, business will eventually evolve into a traffic war that does not create value, and will be short-lived and disappear.

Business is ultimately a balance between imagination and common sense.

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About imagination, Einstein once said: "Logic will take you from A to B, but imagination can take you anywhere." But all his imagination is just an extension of wisdom that does not break away from the scientific spirit. Later scientists spent a lot of time verifying his theories, and these theories are simply "common sense" in physics that he discovered but others did not.

The war madman Napoleon, who once swept across Europe and became the king of Italy, the protector of the Rhenish Confederation, the arbiter of the Swiss Confederation, the lord of theFrench colonies, the lords of the Dutch colonies, and the lord of the Spanish colonies, was a war madman. Although he made the bold statement that "it is imagination that rules the world," he also had to face the fact that he was defeated. In the end, he discovered that it was reality that supported the dominant imagination.

Internet, especially mobile InternetAfter its creation, many entrepreneurs had a ruling imagination similar to that of Napoleon. They generally believe that with the powerful connection power of the Internet, their business territory can occupy the entire network overnight and quickly become the king of the business world.

People began to believe deeply in the logic of "wool grows on pigs" and promoted the slogan "traffic is king". If you don't use this logic on the Internet, they will laugh at you as a "fool" who violates the spirit of the Internet.

In the imagination of many people, business means that as long as you get users and traffic, the rest will fall into place. As for who the users are, how the traffic comes from, and whether the product or business model creates value, these are not the core issues they care about at all.

Under the guidance of "imagination", a large number of companies began to use money to subsidize consumers, increase sales and increase turnover, and then use traffic data to raise funds, using imagination to face the real world. In this round-by-round financing game, many "smart" investors have actually begun to believe in a magical logic: by pushing up the valuation, the next round will always double the previous round, and there will be no need to worry about not having a successor.

The tide receded, leaving behind a group of naked swimmers. Those companies that squander traffic and ignore basic business common sense will eventually taste the bitter fruit. O2O projects are dying one after another, and shared bicycles are failing one after another. Whether it is entrepreneurs or investors, perhaps only at this time can they truly understand that imagination is just imagination after all, and there is no escape from the biological common sense that "pig cannot grow wool".

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The power of the Internet to quickly connect everything has indeed brought us a lot of business imagination. But companies must understand that "creating value" is basic common sense and has little to do with whether there is the Internet or not. The Internet has not changed the nature of business, it has only improved the efficiency of business.

Although the growth rate of information is getting faster and faster, along with the growth rate of information, the proportion of noise, useless information, and imagination divorced from life in the entire information is getting higher and higher. As an entrepreneur or business manager, you should learn the ability to extract common sense from complex information.

As Serguei Netessine, professor of global technology and innovation at INSEAD Business School, said: "The essence and basic logic of business are the basis for corporate survival. Although many business model innovations have subverted the world, they cannot be divorced from the essence of business."

Faced with a variety of dazzling business models and technologies, we need to constantly be reminded of the common sense of "value creation". Although you can use venture capital money to subsidize consumers and usher in huge traffic and a huge customer base that you are proud of, how to truly make sustained profits from your customer base ultimately depends on whether you create value for them. Without creating value, even if you make money temporarily, you cannot achieve sustainability.

Creating value is the prerequisite for making money. This is common sense.

Many companies will attribute their operating difficulties to the inability to raise capital. This is actually a reversal of common sense: it is not the lack of financing that leads to poor business operations;If it is not good, it will lead to failure to raise money.

Financial institutions are always the icing on the cake, and creating value is the "cake". Banks will not lend capital to a business that is on the verge of failure and does not create value. In this regard, Zhang Lei, founder of Hillhouse Capital, said: "The rapid development of the global fund industry has provided fund managers with an excellent opportunity to display their talents. Qimen formations can only be short-lived. Only by returning to investment common sense can we embark on the road to achieve extraordinary results."

John Bogle, the godfather of index funds and founder of the mutual fund company The Vanguard Group, wrote a book "Common Sense of Mutual Funds" that was very influential among fund managers. He spends a lot of space in the book discussing the common-sense wisdom of fund investment, and warns people that at any time, the most trustworthy common sense in investment is always: investment returns should come from the profits and growth of the company.

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If a company wants to create value, its focus is still on products.

Many people are accustomed to putting the business model before the product, thinking that the business model is the basic path to profitability. They are eager to see where the money is and how to get it. The core of a business model is actually a product that creates value. This should be kept in mind by every manager as basic common sense in business.

In recent years, many world-class products have emerged, such as Fitbit, GoPro, Zenefits, TiVo, etc. But the result is that these products grew rapidly and were quickly ignored. If we look closely at these so-called hot products, we can easily find that they often only satisfy people's fleeting curiosity and do not create stable user value.

Faced with explosive product growth, many companies have no time to think about common sense and are unwilling to return to common sense. Their passion is often aroused at this time, and then they can't wait to invest all their resources, without realizing that the product does not create stable value for customers. The result of this is that often after a short period of huge traffic, the product collapses quickly and completely, and the company falls into a serious financial crisis.

Many companies use KPIs to evaluate employees, but KPIs are not only a useful performance tool, butthey may also evolve into a "flag" that guides teams away from common sense, and become a tool that causes products to age.

Under the pressure of KPIs, in order to complete the indicators, the product team's interest and wisdom may no longer focus on the pain points of users, but on constantly updating data. In other words, they no longer focus on continuing to create value. This produces an unexpected result for many people: product aging.

Why is this? Because a company wants to prevent product aging, it means innovating products, and innovation often cannot be set as a KPI indicator. KPIs often focus on data, including sales volume, revenue, etc. Product managers will naturally break down these indicators layer by layer and put a bunch of KPI indicators in front of each employee. Even if innovation is forcibly set as a KPI, it is often easy to deform into various "clever" product iterations that disturb users.

Although such a team seems to work very hard, it is essentially a team without creativity, and product aging is an inevitable result.

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Detached from the common sense that products create value, many companies put a lot of effort into marketing communications and ignore the construction of the product itself.

In terms of communication, many companies are very keen to bundle emerging hot topics and carry different marketing "drama". Many companies overlook one point when doing these things: Do they maintain brand consistency when using these hot spots to spread? In other words, they have ignored a basic common sense: Only through stable and consistent dissemination of brand information can a clear brand image be truly established.

In order to embrace the hot spots, the tone and style of communication of most companies will continue to change with the hot spots. This actually caused a serious split in the brand's tonality in the minds of consumers, making it impossible to accumulate the brand personality required for product personification.

Returning to common sense brand communication, we should insist on using the brand's consistent value proposition to respond to real-time hot content, and adhere to the attitude and tone that the brand should have to convey the brand's views on hot topics, rather than directly cutting and pasting hot keywords. On the premise of consistency of brand value proposition, selectively follow up on hot events, rather than accepting everyone who comes and losing the bottom line.

In a rapidly evolving business society, "change" is indeed very important, but the pseudo-justice of "change" cannot be used to erase some time-honored common sense.

We have seen that in recent years there have been many marketing campaigns that have generated huge buzz or buzz, but the actual results in promoting conversions have been unsatisfactory. Even if you look closely, you will find that the essence of these screen spamming phenomena is actually not in line with the basic common sense of brand building. It cannot truly achieve "integration of product and effect" and cannot solve practical problems for the brand. This creates an embarrassing phenomenon where traffic returns to traffic and has nothing to do with conversion rate.

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Of course, business success cannot rely on common sense alone. Based on basic common sense, imagination is an important factor in driving enterprises forward. Thomas Friedman, the author of "The World Is Flat", even proposed: "Today's world is no longer divided according to developed and developing countries, but should be divided according to imagination into high-imagination countries and low-imagination countries." And he believes that "all people should be divided in this way, either high-innovation, imaginative people; or low-innovation, lack of imagination people."

In fact, the core of business in the industrial era revolves around scale and efficiency, and engineers who can improve efficiency will be particularly important. However, as material products become more and more abundant, people's basic needs for food, clothing, housing and transportation have been met, and they are even becoming more and more tired of the conventional products that can satisfy them.

Under this change, if companies turn to creating unconventional products, they will extremely need the imagination of developers. Therefore, imagination will become an important core capability for many companies to develop future products. Companies without imagination mean a lack of future prospects.

However, when business uses its imagination, the starting point is still based on existing knowledge. Alison Gopnik, a professor of psychology at Berkeley, introduces the achievements of modern cognitive science in the study of human imagination in his new book "The Philosophical Baby".fruit. He concluded that imagination comes from knowledge.

It is with knowledge that human imagination becomes possible. We can find the answer to this in imaginative science fiction movies. In science fiction movies before the advent of touch screens, the spacecraft control room was filled with various buttons, but now almost all science fiction movies have super large and cool touch screens. The reason is that with touch screens in real life, filmmakers use this "knowledge" to expand their imagination.

This is just as Nietzsche said in "Human, Too Human": "Imagination is also the accumulation of life, the gain of perception." Francis and Marshall also believed in their book "The Organization of the Future": "The best way to start creating the future is to be more conscious of the present."

The most imaginative entrepreneurs are also the best observers. They pay more attention to the common sense around them than ordinary people. On the one hand, entrepreneurs must maintain their imagination about the future of business, but they must also be down-to-earth and start from a very small point.

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In a world that seems complicated and complicated, it becomes more important to return to common sense.

For managers, they must learn the ability to return to the roots from the colorful and complicated imagination and conduct common sense thinking. The reason why management must respect common sense and use common sense as the starting point is because most management psychology, behavior and processes both originate from and return to common sense. Only what is in line with common sense is normal, and only what is normal can be legitimate and correct.

Looking back at the history of China's reform and opening up, it can actually be simplified to a history of returning to common sense. The greatness of Deng Xiaoping was that he allowed China to return to common sense and respect common sense, so that the country could become "normal" and start over.

Today, whether it is the business world or the country, it may be time to return to common sense.

[Source: Lishi Business Review Author: Liu Guohua]