The law "100- 1=0" originally comes from a prison duty discipline, which reads: No matter how well you have done before, as long as one prisoner escapes, it is forever dereliction of duty, in other words, 1% of mistakes, that is, 100%.
Some people may say that this discipline is too strict, but you think it is very necessary to prevent criminals from endangering society again.
Later, management scientists used it in enterprise management and commodity marketing, and soon it was widely used and circulated.
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"Man is rational"
For customers, the quality of products and services is only good or bad, not good or bad. Even if there is only 1% nonconforming product, it will be a loss of 1 0,000% for the customers who buy this nonconforming product.
Now our consumption has developed the habit of online shopping. For example, when we buy things, we usually pay more attention to bad reviews. No matter how much we like this product, as long as we see bad reviews in places we care about, we will immediately give up buying.
Bad reviews have a great influence on sellers, so Taobao shopkeepers usually care about bad reviews.
From an economic point of view, people are rational, which means that we will seek advantages and avoid disadvantages.
This psychology of pursuing advantages and avoiding disadvantages stems from our oldest emotion, that is, fear, which is an unpleasant feeling when we face some dangers, even potential dangers.
David M. Bass, an American expert in evolutionary psychology, said in his book Evolutionary Psychology that the value of fear is obvious, and it can promote us to avoid danger, which is an instinct that we have evolved for thousands of years to survive.
For example, some people are afraid of snakes and spiders, so they know how to avoid these animals and reduce the risk of being bitten.
Our ancestors were afraid of heights, so they wouldn't climb very high places. At higher places, they will be extra careful, which greatly reduces the risk of falling from a height.
It is this emotion that enabled our ancestors to survive in such a harsh environment thousands of years ago.
So when we choose products, we will also seek advantages and avoid disadvantages.
On the one hand, we will pay attention to the value it brings us and look on the bright side. On the other hand, it will also avoid the possible dangers. In the worst case, once you think it may threaten your own safety, you would rather give up the benefits it brings immediately, even if the probability is very, very small, it is not worth taking the risk.
This is the psychology of consumers. As consumers, we generally see things this way.
But from the producer's point of view, we often ignore these psychology.
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"How did the enterprise go from 100 to 0?"
Many times, if you accidentally make a little mistake, you will comfort yourself and say that no one is perfect, and you will have such a mentality when treating products. We always feel that it is impossible to reach the quality standard of 100%. How can there be a good product of 100%? This is unrealistic because users are too picky.
I always leave myself room to think that a little flaw is harmless, but the problem is that a mistake of 1% will also cause a chain reaction, and a small mistake is likely to cause losses that could not be estimated before.
For example, the explosion of Samsung mobile phone Note7 is a typical example. Although only a few mobile phones exploded, the consequences it brought were unbearable for users. How scared is it to take a mobile phone and suddenly explode? If you are on a plane, in a crowded public place, the consequences are unimaginable.
When Samsung's Note 7 was released, the industry thought it was the strongest mobile phone against Apple.
However, after the explosion, it caused a chain reaction around the world. This star product plummeted, and Samsung's share price plummeted, setting the biggest decline in the past five years. Hundreds of billions of market value have evaporated in just a few days.
As a world-renowned manufacturer of electronic products, Samsung has caused such a huge loss just because of a small battery.
So many times, if it doesn't reach 100%, even if it reaches 99%, it will only be 1%, which will lead to complete failure.
Let me give you another example.
Guanshengyuan, an old brand born in 19 15, has an annual sales of 6 billion and is the flagship of the national food industry.
However, in September of 20001year, Guanshengyuan was exposed by CCTV to make moon cakes with expired fillings. After the incident was exposed, Guanshengyuan Company was criticized by the media and the public one after another.
The crisis has had a very wide-ranging impact. In addition, the management failed to handle the crisis correctly, and smartly shifted the focus of the incident to peers and consumers, which eventually caused more trouble.
In March 2002, Guanshengyuan declared bankruptcy. In June 2004, it was auctioned on 5438+ 10, and the final transaction price was only 810.8 million yuan. It's a pity that a century-old shop closed down because of a batch of expired moon cakes.
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"How to avoid the error of 1%"
American General Electric Company has such a famous saying:
If there are 1 consumers in the global market who are satisfied with the quality of a product or service, then he will tell six others; If he is not satisfied, he will tell 22 people, which also confirms an old saying we often say, "Good things don't go out, bad things spread thousands of miles."
Nowadays, in the era of mobile Internet, information sharing and forwarding between people has become very fast and convenient, so if it is a well-made product, it will be sought after quickly. However, if there is even a small mistake, the negative information of this product will spread quickly, and the reputation and evaluation of the product will quickly fall to the bottom.
Therefore, if any enterprise wants to succeed in the market, it must be alert to the error of 1%, go all out to make products, spare no effort to pay attention to the improvement, perfection and further perfection of details, and achieve 100%, even greatly exceeding the expectations of users.
The error of 1% will lead to the failure of 100%, which is the law of "100- 1=0" that we are talking about today.
If you are starting a business now, please think about what other factors in your product may be the hidden danger of 1%, then you must find out and don't take any chances. No matter how successful you look now, the outbreak of a hidden danger will ruin all your previous efforts!
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