They are the last two who died among those who contributed to the industrial revolution, and they also contributed to the modern leadership culture. They often regard each other as models when talking and writing. They encouraged each other to break new ground and rebuild great service companies.

Ogilvy and Marvin both have a persistent motivation to pursue perfection in everything and a spirit of seeking truth from facts. For them, anything that is not perfect is not good, and anything that is not true is intolerable. They pointed out on different occasions that the key to perfection is to recruit people who are better than you and keep them.

at Ogilvy & Mather and McKinsey & Company, every employee from the board meeting to the mail room knows and understands the company's values, mission and "the way of doing things here". In these two companies, every employee has the obligation to raise objections.

Ogilvy said Marvin: I admire Marvin almost to the point of personal worship. I always warn my partners to run our business like McKinsey & Company, and their ears are covered with cocoons.

Marvin said Ogilvy: Ogilvy is a great leader. He fundamentally changed people's views on advertising. He understands and values what is required to establish an organization.

Heroes often appear in groups. There are many heroes in the 2th century in the United States. Marvin Bauer (193-23), Ogilvy (1911-1999), Peter Drucker (199-25) and so on in business are all masters of the same era. Masters of management consulting, advertising and marketing have appeared in batches.

If the 2th century is the century of the United States, then the 21st century is the century of China people. Masters like Hua Shan and Hua Nan, and great professional companies like Hua and Hua will also appear in batches. If they are isolated cases, then this era is not great enough. China and China should be a more open and humble company to find people and organizations in the same industry. To learn from each other and hone each other.

research, achievements, creative wisdom and professional discipline. Ogilvy pays attention to learning precedents and turns experience into principles.

1. Investigation and research

Gallup's strict training made Oviwei understand that we must ask everyone to do two things as Marvin does with every consultant: first, investigate the actual situation; Second, respect front-line employees. He respects consumers and always warns employees that "consumers are not fools"

2. Pay attention to results

Ogilvy, like Marvin, believes that serving customers well can achieve brilliant results. In his autobiography, he wrote, "The most precious asset we have is respect for our customers ... When customers hire Ogilvy or McKinsey, he expects the most satisfactory results. If you can't let him have it, then you have cheated him-he will never come back. "

don't lie, first of all, you must have real skills, respect customers, and let customers get the most valuable solution. One of McKinsey's values is "always put the interests of customers first"

3. Creative wisdom

Encourage passion and innovation. In the advertising industry, being different is the beginning of success, while being similar and mediocre is the prelude to failure.

what is talent? Talents don't have to have high IQ, but they should have curiosity, judgment, wisdom, imagination and cultural accomplishment.

4. Professional Discipline

Ogilvy's professional discipline is similar to Marvin's, which is especially reflected in his leadership and his own devotion and dedication. Ogilvy wrote:

"To provide excellent service to customers, we must make our employees go all out.

Give them challenging opportunities

Praise their work achievements

Enrich their work contents

Entrust them with important tasks as much as possible.

employees should be treated as mature people, so that they will be mature.

When they encounter difficulties, they should be helped and managed emotionally and humanely.

encourage employees to be honest with their leaders. Leaders should ask for their opinions and listen to them. Ogilvy & Mather's organizational structure can't be dominated by leaders like the army, and its subordinates are obedient. Thinking is not just about leadership.

if the leader refuses to share power with his subordinates, it will do no good to the company. The more power centers in a company, the stronger the company will become. This is why Ogilvy & Mather became powerful.

Ogilvy told a joke of Marvin: "It is said that even if you give Marvin an engraved wedding invitation, the great man of McKinsey, he will modify it and return it to you."

Marvin quoted Ogilvy's famous words as follows:

I hope that the new employees in the company will know what kind of behavior will be appreciated and what kind of behavior will be criticized in the company

1. First of all, we appreciate hard-working people, but we don't like perfunctory people;

2. We admire people with first-class minds, because a great advertising company can't operate without them.

3. We appreciate people who don't engage in politics-I mean office politics here;

4. We despise those who like to kiss the boss's ass. These people usually bully their subordinates.

5. We appreciate people with high professional level. And we find that they always respect the professional skills of colleagues in other departments;

6. We appreciate those who dare to hire subordinates with potential beyond their own, but we feel sorry for those who hire subordinates with low ability;

7. We appreciate people who can cultivate and develop subordinates, because only in this way can we select talents from within. We don't like to look for talents from outside the company to enrich important positions. I hope we don't have to do this again one day.

8. We appreciate people who authorize others. The more you authorize others, the more responsibilities you will bear.

9. We appreciate people who are polite and kind to others-especially those who sell things to us. We hate those who quarrel endlessly, love to fight, pass the buck and tell the truth;

1. We appreciate organized people who keep their offices in order and finish their work on time.

11. We appreciate the good citizens in the community-those who work in local hospitals, churches, parent-teacher associations and community welfare foundations. In this regard, I am proud of the example set by some colleagues in the past year.