Lamp merchants argue that learning to tell stories is the first dish on the road to starting a business and making a brand.

"This is an era when telling good stories is more important than writing instructions. I believe everyone is on the road to starting a business. Learning to tell stories is the first dish on the road to starting a business and making a brand, and this dish is really delicious and not expensive.

This is an era when telling good stories is more important than writing manuals. I believe everyone is on the road to starting a business. Many people always like to use words like "honest management" and "professional" when introducing companies. When introducing products, they always talk about product parameters, mostly focusing on functional experience. In a blink of an eye, everyone has forgotten these mechanical terms you said, and there are almost no complete stories to tell you about your emotional experience. So learning to tell stories is the first dish on the road to starting a business and making a brand, and this dish is really delicious and not expensive.

Many products or brands, such as diamonds and Chanel, are widely spread as famous brands because they have given a story and told a good story. I have always wanted to find a story in the industry to illustrate the importance of telling a good story, but I am honored to find this story recently.

The story happened on 201711.0618. On the recommendation of a friend, I agreed to visit a senior person who has never met in the lighting industry 15, and see if I can be invited to join the think tank of the lighting dealer theory learning society. But to my surprise, this visit lasted 12 hours, and this conversation lasted 12 hours, which contained too many stories to tell. But today, in view of this topic, I choose a few short stories to talk with you. The story begins with1the morning of October 8th 1 18. ...........

In the morning, I am very polite to others. I dressed up and washed my car. Then I drove 1 hour to my destination. I entered the industrial park more formally than I expected. Then I took the elevator to the third floor. I noticed when the elevator door opened. The office area with simple decoration style is surrounded by uniform green plants. Under the guidance of a beautiful woman, I got to know the hero of the story.

After a simple and subtle moment of tea, we proposed to visit their enterprise first. Teacher Ji showed us around the office areas, and finally showed us around their automated production workshop. He didn't introduce the function of automatic production line too much, but focused on the story behind their team, their ideas and ideas for the future market, so as to upgrade and transform their industrialization. Many enterprises usually use a particularly large theory of Chinese studies or philosophy to talk about their corporate culture, and then I find it particularly interesting. He will take a small product very realistically, and then talk about his culture, how they make the four screws well, and say that this is his culture.

summary

Everyone is talking about the era of ingenuity.

Although he didn't talk about originality.

But I feel his insistence on product Excellence.

After visiting the company, I went back to the office and started the tea chat mode. I casually asked a particularly secular question: "This table is good. How much did you buy it? "

Manager Ji: "Speaking of this table, there is a little story. I didn't know whether it was true or not when I bought it, but I was worried about buying a fake joke from someone who knew it. So I spent some time learning and consulting from several stores in detail. I talked a lot and basically understood it, but the price still couldn't come down. " Following the information I learned, I found the source manufacturer. What's even more amazing is that three of the stores are sourced from this manufacturer. Finally, I found someone to identify it, signed a fake one-to-ten contract, and bought it for 5000 yuan. "

summary

Most people put the accumulation of experience

Think of it as a way of learning.

Master's learning is not the accumulation of experience.

It's the pattern behind the experience.

After an episode, Ji always makes tea with low eyebrows and big eyes, and the soup in the small white porcelain cup is green and quiet. I picked up a cup and swallowed it. I then asked, "From the introduction of my previous friends and today's conversation, I don't think it is necessary for you to do the hard work of manufacturing, and it seems that the company's products were particularly single when we visited just now." Why?

Mr. Ji: "Before I started my own business, the company often sold a lamp with a cost of tens to hundreds of yuan. This kind of product seems to have a higher gross profit in the industry as a whole. I always thought these people were too dark. Later, a friend calculated an account for me and finally found that the actual profit was very low. I have been engaged in the lighting industry for more than ten years and want to do something more meaningful. In addition, I will do the automatic transformation and upgrading of the production line with the right people at the right time, which is similar to * * * enjoying the factory. "

"With regard to single products, it took a company in the industry (such as several companies) eight years to achieve such results today. I don't think I am a smart person. Even assuming that I am smarter than them, it took me five years to achieve what they have achieved today, which is not what I want, not to mention that there are too many unknown factors in this period. Therefore, the road to simplicity is my concept of making products. I can't subdivide and focus on making single products, and then strive for the first place in this single product field. I will make more exquisite products at lower cost and then serve everyone. It's actually quite good. "

summary

We have been talking about corporate positioning.

Pay attention to subdivision and make your own characteristics.

I saw a real yogi here.

In the early winter afternoon, the breeze is still there, and the green leaves at the window are dancing gently in the wind. I looked out of the window and continued to ask, "What do you think is the responsibility and mission of enterprise managers?"

Manager Ji: "In our company, the authority of real creativity lies with employees. My duty is to find winners for employees' creation and celebrate their success. Then you will find that when you celebrate success with infinite surprises, you will find that miracles will happen and success will bring more success. In fact, this passage may be complicated to translate, but I deeply understand the core of the driving force in his soul, which is to encourage every winner and let everyone around him.

The founder of an enterprise serves everyone and is the transmitter and practitioner of corporate culture. Let me tell three stories.

During the typhoon some time ago, everyone went home on holiday. One of our engineers came to the company from home in the typhoon to check whether all the windows of the company were closed. No one arranged for him to do this, and it took me a long time to know about it.

I once came to the company on Sunday to deal with some things. I was shocked when I came out of the elevator and opened the door. Almost half of the company's colleagues work overtime spontaneously. I asked them how they came to work and how they got up when the elevator door was not open. Colleagues said that because the elevator is a big elevator that can pull goods, the cost of starting it once is 2 yuan. It's not normal to go to work today, so there are few people, so I take the stairs.

Many companies write corporate culture on the wall, or the founders of the company write it for the following people to implement, but we don't. Today is Saturday, and everyone will do a general cleaning spontaneously. I was mopping the floor with you before you came (it was really dry when we arrived).

Seeing this, it is estimated that some people will doubt the authenticity of the above story. Yes, I doubt it myself, but fortunately, I also participated in their company's cycling activities in the afternoon and company dinners in the evening. Personally, I think I am still a person who is good at observing details. The quality of a team can certainly be felt. For example, after dinner at night, some people drive and some ride bicycles. Generally, everyone has to say goodbye and then go their separate ways. But they didn't. Cyclists ride bicycles until everyone is ready, and then they leave at the same time. In this process, I am convinced of the story told by manager Ji.

summary

I think he is a man with great dreams, and I think he dares to practice his dreams. I think the mission of managers is to ignite others. How much energy you have, how many people you can ignite in what range, and how many things you can do. I think this sentence is very important to each of us. The mission of a manager must be like this, but when I think about it, I deeply feel that he is a practitioner on this road. He will light the flame of creativity. I think the power of this fire will spread in an enterprise, so I deeply understand what is the core of creativity in this company? The driving force behind this is not only the perspective of business model, but his dream of success for this team and everyone.

During the 12 hour conversation, it is impossible for me to explain clearly what happened in one article, so I will make a simple summary through the following words, hoping to inspire the lamp dealers who read this article and how to tell a good story.

"Speaking of storytelling, there are still many people who think that storytelling is not to make up a short story of a product or brand, and then promote it through advertising and corporate culture? That's not telling a story, so make it up. How to best interpret a wonderful story with such a trustworthy person in your own way? We should think about storytellers and storytellers, especially storytellers, because storytellers can't be cultivated in a day or two. People often think that this person is easy to find. I want to find someone with good image and eloquence. The key is the storyteller, this heartfelt love and passion can not be cultivated in a short time. In fact, I have always felt that what is the most valuable thing for an enterprise? But this enterprise is full of passion and feelings, and he is the most convincing. No matter who is in front of him, when he tells you a story with his pride, his respect for this enterprise and his heartfelt love, no one will think that this story is pale. You will feel from the bottom of your heart that he will infect you and let you look up to this enterprise from the same angle and with the same eyes as him-Ji has always been like this.

Lighting dealers have very high requirements for the members of the think tank of the learning society, all of which are invited and recommended internally. Finally, I am honored to invite Mr. Ji to join the think tank of the reading club. Then the problem comes. How do lamp manufacturers talk about how to make think tank members spend time and energy selflessly sharing their good fields with more lamp manufacturers without paying a penny? Concluding remarks on novels since the song and yuan dynasties ............

Author's message: In fact, many brands are known by advertisements now, but I think the situation today is very embarrassing, because everyone is not interested in the integrity of this story. If you are only interested in his name, you will find that you will soon forget it.

About the author: Ma Dashuai, the founder of "The Road of Lamp Merchants", a business idea exchange platform in the lighting industry, has been focusing on Internet marketing and industrial product operation for 7 years.

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