1 picture 5 models 30 cases, hand in hand to teach you how to break the limitations of thinking, to solve thorny problems

The other day I passed by Watson's, so I went in to shop, thinking that the facial cleanser at home is almost gone, and it's time to buy one. After learning what I wanted to buy, the shopping guide lady began to make eighteen skills to introduce me up.

"This whitening effect is particularly good, so and so star recommended" I shook my head.

"This cleansing power is particularly good, suitable for your oily skin." The shopping guide lady enthusiastically introduced several models. I ended up coming out without buying anything. Was there nothing I liked? No. The reason I didn't buy was because the shopping guide lady was just too enthusiastic and made me a little uncomfortable. My initial purpose was just to take a stroll and have some peace and quiet, and I bought the cleanser just by the way. But the shopping guide's enthusiasm completely shattered my initial intention and made me flee from that environment in a hurry.

Why didn't this buy-sell deal work out? Was the shopping lady unprofessional? Was I too picky? I don't think so. I found the answer today when I read the book "Reboot: Problem Solving Techniques to Break the Limits of Thinking". In fact, the result is because the real needs of my heart and the needs understood by the shopping lady did not overlap and diverged. What I want is to stroll around quietly, pick up a few things for myself, and when I see a face wash that's not bad, I'll just buy it back. What the shopper understood was that I needed a cleanser with the right efficacy for me. Our ideas didn't overlap at all, so the deal didn't work out.

The book "Reboot" talks about eliminating differences with customers in order to solve the problems they really need to solve. The author of the book, Naoki Sakata, who is the CEO of Blabo, Japan's largest ****creation platform, found that there are many people who think about consumer needs from their own point of view, like the shopper I just mentioned, and that if you want to solve a problem, you have to think about it from the other person's point of view, and then combine it with your own strengths to find the point of overlap between the two sides, and then find a way to solve the problem.

Naoki Sakata, in his book "Reboot," focuses on how to break through the limitations of thinking and discover the real needs of consumers through a diagram and five problem-solving models, as well as 30 classic cases. Below I will introduce this essence of the book from two aspects: breaking the limitations of thinking and rewiring thinkers.

I. Breaking the Limitations of Thinking

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Whether it is a business or ourselves, there will always be some solidified in the brain thinking. For example, think that if you want to be competitive in the same industry, you must be different. But the book "reboot" tells us, want to stand out in the many competitors, you just need to find the real needs of consumers can be, and find the real needs to be we break common sense, break our inherent thinking concept.

Many companies are pursuing differentiation, to be different from others. But what is the purpose of pursuing differentiation? Is it to make customers feel fresh, or to attract customers through this difference? In fact, blindly different will only make the customer feel a moment of freshness. If it doesn't address the real needs of the customer, when the customer gets tired of this freshness, it will go into decline.

Universal Studios Japan is a movie theme park located in Osaka, Japan. When it first opened, attendance once reached 11 million people, but soon after that it began to fade into the doldrums, with fewer and fewer visitors. In an effort to differentiate itself from Disney, the company has repeatedly emphasized the movie theme as a feature. The pirate ship in Neverland in "Peter Pan", the company in order to approach the effect of the movie, deliberately the pirate ship to do the old treatment. But tourists do not buy this design, they think that such a pirate ship ragged, dirty, do not want to experience.

The company's opinion diverged from that of consumers. The company thought it wanted to be a unique movie theme park and wanted to differentiate itself from Disney. Make their own specialties. But they ignored what consumers really wanted. For tourists in Osaka who want to go to Tokyo Disney, they have to spend more than 100,000 yen on travel expenses, which is a lot of money. So what they really need is not really any real effects in the movie or your uniqueness. They just want a park at their doorstep where they can take their kids to experience fun.

Understanding this, Universal Studios Japan got rid of the limitations of the movie theme and started to cooperate with popular anime such as "King of Thieves" and "Monster Hunter" to carry out popular anime themes. As a result of this radical change, attendance began to increase in 2010, and in 2015 it reached a record high of 13.9 million people, surpassing Tokyo Disneyland.

So sometimes it's important to get rid of your own stubborn ideas, your ideas may just be your own insistence and not what consumers want.

II. What is the overlap thinking?

The so-called overlap thinking, to be more specific, is to find the real problem of the other side of the problem; to understand their own potential, what you can do; will be compared to the two, the overlap is the part of the solution.

For example, in recent years in Japan, especially fire Roomba sweeping robot. In all vacuum cleaner businesses are working hard to improve product performance, increase suction power, improve the feel of the time, Ai Robert saw the real needs of consumers is not the uncomfortable feeling when sweeping the floor, but completely free themselves from the labor of sweeping the floor. The performance of the vacuum cleaner in the screw, feel good, in the final analysis, the consumer has to personally operate, in order to achieve the role of sweeping the floor. But Roomba sweeping robot completely solve this problem. Let the product and consumer demand overlap, this is the reason why Roomba sweeping robot hot sale.

The greatest value of this book is that it helps us understand "overlap thinking" from a variety of perspectives through 30 examples. This is not only a model for problem solving, but also a very important way of thinking. No matter when, the method has limitations, but the way of thinking can be applied to all aspects of life. For example, nowadays many people have the experience of being urged to marry by their parents, who want you to get married and have children earlier, and not to put it off any longer. However, you feel that there is no family constraints, you live in style, and are not in a hurry to get married, so you and your parents always because of this matter is very unpleasant. Why is this so? Because of the differences between you, parents really need to solve the problem, not to force you to hurry to get married, find someone to make do. Rather, they hope that you can stabilize, there is a person to take care of you, accompany you, so that they will rest assured. And what can you do? You can't do it by getting married so quickly, but you can do it by showing them your own life, your own work, and letting them understand that you're doing well, you're stable, and there's nothing to worry about. This way there is an overlap between your approach and their needs and the problem is naturally solved. So overlapping thinking can help you solve many problems in life and work. The key is whether you have to use it, to develop this way of thinking into a habit.