Before reading Gao Jianhua's Winning at the Top Design, I seldom or hardly read domestic marketing books. I always feel that there are high-quality management and marketing books in the west, where a century-old brand was born. I didn't expect Mr. Gao's "Winning at the Peak" to be not only high-level and rigorous in structure, but also more suitable for China enterprises, and expressed the business philosophy of enterprises in popular language. Not only that, Mr. Gao's simple explanation vividly expressed the methodology of the whole top-level design from strategy to tactics, from macro to micro, from metaphysics to metaphysics. This book is worth reading and rereading by anyone involved in the business operation in China.
This book has changed my values about books on management and marketing in the East and the West. I believe that with the rise of China's economy, not only some China enterprises and brands that have an impact on the world will be born, but also a number of management and marketing guru that are insightful and in line with China's national conditions will emerge.
Top-level design is a systematic thinking. It can be used not only in enterprises, but also in departments, team organizations and even individuals, and can have top-level design thinking. Top-level design is the Tao, the root and the philosophical logic behind it. Is to grasp the power of the principal contradiction and do whatever you want. Without top-level design thinking, you will get twice the result with half the effort.
The next step is to learn to absorb the classics in the book.
Top-level design is to systematically plan the development of enterprises in the next five years with scientific methodology, that is, to set management objectives through systematic analysis based on the principle of starting from the end point, grasping the needs of users and recognizing the competitive pattern, clearly describe the ideal and complete products in the eyes of users, list the key elements and main challenges to achieve the objectives, and foresee potential problems and risks. So as to allocate resources according to the target area, make up for the lack, reverse the timetable, form a popular script, and then let each smart manager play his role well according to the division of labor in the script.
The purpose of top-level design is to build a smart enterprise and make it last forever.
Three elements of top-level design: motivation, ability and methodology.
Top-level design has four levels: entrepreneur transformation, strategic transformation, management system transformation and corporate culture transformation. The change of management system can be divided into marketing change, R&D change, production change, operation change and organization change.
The top-level design of Chinese enterprises is seriously lacking.
The more successful a company is, the more stubborn it is, and the less willing it is to change itself. As a result, yesterday's success may be the root of tomorrow's failure.
As the British historian Toynbee said: Success is the greatest failure.
Apple's core competitiveness is to build an ecosystem and play a decisive role in this ecosystem, so as to win without fighting. Similarly, a person should build an ecosystem of his own existence in social organizations and form an embedded connection with this system.
The top-level design includes: strategic planning and business model design.
What is the strategy?
First,? It is based on the development trend of the industry in the next five years.
Second,? Strategy means concentration.
Third,? Strategy is a milestone implementation plan.
Fourth,? Strategy is designed for competitors, in order to strengthen themselves and weaken the enemy. Without market segmentation, it is difficult for enterprises to define who their competitors are.
Super successful companies have their own contingency. Even if you master 90% of their success secrets, you will not become a super successful enterprise, because the secret of 10% is the key to success, but they will never tell others.
Top-level design is system planning. Enterprise management begins with management philosophy, with management science in the middle and finally returns to management philosophy. The top-level design of an enterprise should start from the boss himself, with the focus on the change of ideas and consciousness, which belongs to the level of management philosophy, followed by the strategic transformation and the reform of management system, which belongs to the level of management science, and finally precipitates to the upgrading of corporate culture and returns to the level of management philosophy again.
What is the relationship between management philosophy and management science? Only when management science rises can management philosophy have vitality, and only when management philosophy is implemented in management science can it have executive power. Management philosophy discusses why we should do this. What does management science discuss? What are the benefits of it?
What is top-level design?
First,? Thinking logic of looking forward from behind.
Second,? Management idea of systematic thinking.
Third,? * * * The winning strategy driven by altruism.
Fourth,? Operation mode of scripted division of labor.
Fifth,? Dissemination mode of graphic description.
Six elements of top-level design:
Forward-looking prediction. Look forward from the back. Systematic thinking. Methodology support. Data analysis. Scientific decomposition. (Traffic light project)
Where does the top-level design start?
Enterprise strategic planning. Business model design. Product innovation system. Internal control system. Exchange incentive system. Corporate culture construction.
If you believe that the process is correct, the result will be correct. Do things right the first time.
Without satisfied employees, there will be no satisfied customers. The core of management is to manage people's hearts, and the goal of management is to achieve goals, not to express their own desires, to understand human nature, to understand the pain points and internal needs of employees, and then to link the interests of employees with the interests of enterprises and organizations. This is the true meaning of management.
The starting point of top-level design: the transformation of entrepreneurs.
Four stages of market economy development: commodity economy, product economy, service economy and experience economy. Corresponding to the four consumption stages, the demand exceeds the supply stage, the popular consumption stage, the minority consumption stage and the personalized consumption stage.
From egoism to altruism, the starting point of altruism is product innovation, which brings unique value to customers. Not innovation for innovation's sake. If we put solving customer problems in the first place, we will not go astray, and innovation will have practical significance and value.
Let the layman guide the expert? Teacher Gao believes that recruiting peers is similar to inbreeding, which will stifle imagination and innovation. Only a layman can get rid of the shackles of the framework, dare to think and dare to do it, and will not look back and forth. Enterprises must cherish the intuition of new employees and listen carefully to their feelings, opinions and experiences.
Business strategy from low-profit operation to high-profit operation. A country wants to conquer the world by first-class products, first-class design, first-class service and first-class experience. The definition of profitable operation is high gross profit and low net profit.
Leadership styles range from militarized management to personalized management. The mode of "follow first, then bring" is to follow employees' ideas, understand their ideas, follow them for a period of time, warn employees in time when problems are found, and let employees feel that their bosses really care about themselves and do good things for themselves through guidance, just like parents treat their children, so that employees can understand what is best for them. The purpose of guidance is to internalize and let employees fully convince themselves.
The decision-making mechanism is from perceptual decision-making to systematic decision-making
Democracy before decision, dictatorship after decision. Decision methodology: smart principle.
Student: The goal is clear. M: Measurable and quantifiable. A: It is operable and realizable. R: implementation and association. T: finish it within the specified time.
When a person has no way out, the problem will be solved.
Strategic transformation is the key to enterprise transformation.
Think about the future from the height of industrial structure and development trend; Think about products from the depth of customer value and business model; Integrate social resources from the breadth of ecosystem and value chain. Only in this way can we be half a step ahead of our competitors.
Elements of a business model:
First, a clear listing model.
Second, make clear the profit model of the enterprise.
Third, clarify the value chain and ecosystem of enterprises.
Fourth, clarify the value proposition of the enterprise.
Fifth, clarify the organizational structure of the enterprise.
Sixth, clarify the management mode of enterprises.
Four basic principles of strategic planning. Taking altruism as the benchmark, marketing as the core, competition as the guide and knowledge as the purpose.
Strategic planning is a set of internal and external communication documents, which is used to clearly express the logic of enterprise management, that is, why I succeed and what is the basis of my success.
What is the strategy? Strategy is the logic of achieving goals, not what to do. But how to do it, that is, how to achieve the goal, what is the phased milestone plan, what are the preconditions and boundary conditions for achieving the goal, and what are the elements for successfully achieving the enterprise goal? What are the challenges? What are the potential problems and risks in the enterprise? How to solve these problems?
Seven stages of strategy landing.
First, market and user analysis.
Second, competitor analysis.
Third, an ideal and complete product description.
Fourth, the long-term goal and development direction of the enterprise.
5. Analysis of success factors, challenges, potential problems and risks.
Organizational structure design and financial analysis of intransitive verbs.
Seven, the first year of tactical implementation plan.
Organizational structure must serve strategic objectives.
Strategy determines organization, organization determines post, and post determines talent. Front-line personnel have the right to evaluate all other personnel, second-line personnel have the right to evaluate 345-line personnel, and so on.
Organizational structure design must give consideration to efficiency and stability. It is also necessary to reserve enough development space for employees.
Five aspects of strategy implementation: human, machine, material, law and environment. Personnel, machinery and equipment, raw materials, methods and environment.
Really understand that distribution is the primary productive force. Distribute fame and fortune.
The slogan is too high, no one really believes it, and it is profit-driven to stimulate vitality.
The allocation of funds must be performance-oriented.
Assigning positions must be competency-oriented.
The distribution of benefits must be contribution-oriented.
The distribution of reputation must be guided by honesty.
The allocation of time must be efficiency-oriented.
Distribution training must be demand-oriented.
There is no correct nonsense, but effective truth.
Every manager should know what his subordinates are most concerned about. What do you care about most?
Information and knowledge about the marketing department.
If an enterprise wants to improve its competitiveness, it must have a marketing team independent of the sales department. Only in this way can the business model of the enterprise be upgraded from promotion to marketing, and the competitiveness of the enterprise can be fundamentally improved, and the initiative and dominance can be grasped. However, strategic planning is the starting point to promote the construction of marketing departments.
They have a thorough understanding of human nature, a profound insight into consumer psychology and a clear understanding of China's national conditions.
Enterprises need sales departments and marketing departments to walk on two legs.
Four functions of the marketing department:
First,? Market development, responsible for discovering future business opportunities. (workforce)
Second,? Product definition, responsible for finding the reasons why products must sell well. (special forces) product strength.
Third,? Marketing, responsible for effective communication with customers in a cost-saving and manpower-saving way. Brand power (Air Force).
Fourth,? Channel support, responsible for providing guns and ammunition for sales staff and improving the combat effectiveness of sales team. Channel force (logistics force).
In order to find business opportunities, marketers should become industry experts, technical experts and application experts, and their technical level is between R&D personnel and sales personnel.
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