I am now engaged in a job that changes the trajectory of my life: Fandeng Reading Club.
On Mondays and Thursdays, I will post a video note of a book interpreted by Fan Deng in Fandeng Reading Club APP.
q: what's the use?
a: 1. If you think the video of Mr. Fan Deng inspires you, but you don't want to find the sentence you like carefully. Maybe you can find it here.
? 2. When the presidents of Fandeng Reading Club want to do activities, they can find the key words and extended cases he needs.
q: what if no one looks?
a: if you do everything, you need to care whether more people agree with you. It's called building a room and planning, and it won't take three years.
in the 22nd book, I selected the UNIQLO internal cheats "Notes on the Cultivation of Operators" updated in the APP on May 26th, 18.
the meaning of the book: because of the suspension of life in the last life, the fruit grows endlessly.
Chapters of this book:
How to use this book
Preface Chapter Meaning of the operator
Section 1 Meaning of the operator 1
Section 2 Four abilities that the operator must possess 13
Section 3 Why it is necessary to cultivate the four abilities that the operator must possess in this article
Chapter 1 Ability to change
The operator is an innovator < Goal 22
Questioning common sense in the second quarter, not being bound by common sense 27
Setting high standards in the third quarter, not relaxing, not giving up, and persisting in pursuing 3
Being fearless of risks, daring to try and dare to fail in the fourth quarter 35
Strict requirements in the fifth quarter, asking essential questions 4
Asking yourself and answering yourself in the sixth quarter 44
There are things beyond the sky in the seventh quarter. Continuous learning 47
Chapter 1 Self-training 52
Chapter 2 Ability to make money
Operators are businessmen
I hope customers will be happy from the bottom of my heart in the first quarter 56
Day after day in the second quarter, Complete the work that must be done 6
Quickly implement in the third quarter 64
On-site, existing things and reality in the fourth quarter 68
Focus on solving problems in the fifth quarter 72
Fight against contradictions in the sixth quarter 76
Get ready in the seventh quarter. Persevere in achievements rather than plans 8
Chapter II Self-training 84
Chapter III Building Team Ability
Operators are genuine leaders
Section I Building Trust Relationship
It is the beginning and foundation of every trip 88
Section II Facing subordinates wholeheartedly 93
Section III * * * Responsibility to people 98
Entrust the work in the fourth quarter and evaluate it 12
Put forward expectations in the fifth quarter and give full play to the strengths of subordinates 16
Section 6 positively affirms diversity 11
Section 7 holds the strongest desire to win. Insist on self-change 114
Chapter III Self-training 118
Chapter IV Ability to pursue ideals
Operators should be born for their mission
Section I Sense of Mission as an operator 122
Section II Sense of Mission which is indispensable 124
Section III Sense of Mission and Precautions of Fast Retailing Group 126
What the sense of mission gives us in Section IV 129 < Struggle against the stumbling block of mission 133
Section VI Necessary behavior of operators in the face of crisis 137
Section VII aims at creating an ideal enterprise. Constantly challenging life 139
Chapter 4 Self-training 14
Self-training through the whole book 142
Guide 144
References 152
Author's brief introduction 154
Video notes: Notes for the development of operators 55:38
No one will have a different gift from others when it comes to the book "Deliberate Practice". "Explosive" reduces the cost of not selling. High Performance Coach keeps everyone in the team thinking. "Replicable Leadership" orders work to be said five times. Dry method, craftsman spirit and the essence of business
involve movies
Chapters of this book:
Video notes:
There is a kind of book that is full of domineering from the beginning, and every sentence it says is particularly certain, which makes you very convinced after reading it.
In the book, all managers are called operators: it is a comprehensive management unit. The author thinks that it is very important for a company to cultivate a large number of operators in the process of growth.
what kind of person can be called an operator and how to make a person an excellent operator.
an excellent enterprise is one that can solve contradictions.
the reason why ipone is valuable is that every user wants the function of the mobile phone to be complex enough; I want a simple interface.
Uniqlo solves the problem that people want to buy beautiful clothes and spend less money, and hope that the clothes are of good quality.
LV solves the contradiction between expensive things and wanting to buy them.
Fan Deng's reading club solves the problem that everyone wants to gain knowledge and don't want to read books. I want to read, but I'm too lazy to read.
definition of operator 5:11: an operator is a person who has achieved results first, and at the same time, he should think about his significance and mission in society. I am by no means saying that as long as I make money. I hope everyone will understand what I said correctly, and don't misunderstand. It is very important to make money and as long as you can make money, they are completely different concepts. As long as you can make money, this consciousness will lead to the idea that any means will do, all right idea of seeking only the result. People who make money in this way cannot be called operators. Seriously speaking, such people can only be called unscrupulous businessmen. For operators, the correct way should be to make money on the basis of promises and achievements. )
four roles of operators: innovators; Businessman (will make money); Leader (with team); People born for a mission.
Liu Jingzheng admits that he once failed: The original text reads 6: 37 (I inherited the small county business run by my father at the age of 25, founded Uniqlo No.1 Store at the age of 35, and developed it into a fast-moving group at the age of 42 (Uniqlo means fast retail). When I was a student, I was a lazy person. I used to be a failed operator. When I first took over the company from my father, I even put the company through the dilemma that all employees except one resigned. I hope that everyone will not be satisfied with being a decent operator, but will become an operator who makes great contributions to society and strives to make society better. With this desire, I wrote this note. )
the ability of operators: the ability to change, the ability to make money, the ability to build a team, and the ability to pursue ideals.
ability to change 9:1
every operator must first have goals that others think are impossible to achieve. If you think that you can't do what your predecessors can't do, you can't be an excellent operator.
excellent managers must challenge common sense.
common sense: original reading 9: 39 (things that are meaningless from the customer's point of view and bring inconvenience to customers. People in companies in the industry or people engaged in a certain cause call it common sense. We don't think it can be changed because it has been like this for a long time. (So the industry is the past and the customers are the future. Don't pay too much attention to competitors, but do business with customers as the center wholeheartedly. Paying too much attention to competitors will make the two groups struggle like a mire, and there is no way out. Because it is impossible to achieve multiplication by the old method. The old method can only achieve stable growth, and it is impossible to achieve a doubled increment. Only when you come up with an impossible goal can you work hard to find a method that you have never tried before.
when fan Deng's book club proposed to influence 3 million people to read 5 books every year, a large number of people said it was impossible, and it was simply impossible. But the team ignored the voice that could not be done. Our method is to spread 3 million over ten years, and then spread the ten years to different regions. Then put these task indicators in each branch. When the club gets these specific indicators, they can't say that it can't be done at all, but think about how to do it.
case: at 11:19, when Uniqlo was making a polar fleece product, it sold 1 million pieces. Liu Jingzheng is not satisfied but has set a target of 6 million pieces, and will continue to set a target of 12 million pieces after reaching it. Finally, 26 million pieces of polar fleece were sold.
don't believe in the existence of boundaries, which is the power of change.
7-11 sells both Guandong cooking and ice cream, and both of them sell well.
if you don't try hard and solve problems, you can't become a reformer by applying common sense blindly. If we want to push forward the change, we must persist in pursuing it with high standards and never give up.
case: sushi is cheap and good. Sushi is consumed by civilians in Japan. Locals think it's too low-end. If a person who runs a revolving sushi restaurant is satisfied with saying that I am so cheap anyway, then my quality is a little better, and it will definitely go bankrupt. It must be cheap, especially good, and the ingredients must be very fresh. Only in this way can we retain customers.
Thomas John Watson, the founder of IBM, famously said: Because the failure of high standards is not a problem, we just need to start over.
not afraid of risks, dare to try and dare to fail.
case: the sales miracle of heat technology HEATTECH. When HEATTECH was first listed in 23, its selling point was heat preservation and heat generation, and it sold 1.5 million pieces. Not bad, but not satisfactory. In 24, we added antibacterial function and quick-drying function to HEATTECH. Then in 25, the moisturizing function was added, which was strongly supported by female customers who wanted to prevent dry skin in winter. In 25, HEATTECH sold 4.5 million pieces. In 26, we formed a strategic cooperative relationship with Dongli Co., Ltd., a chemical fiber factory, to produce higher quality fibers. In 27, we achieved sales of 2 million pieces. In 21, the sales volume of HEATTECH reached 8 million pieces. ) In constant attempts, strive to make products more excellent, which is the role that a leader needs to play.
uniqlo used to sell Nike and adidas. Liu Jingzheng thinks that if I don't give up these businesses that have been able to bring stable cash flow, I will never be able to make my own brand. If you can't make your own brand, you will never make enough profit. Uniqlo finally chose to give up the agency of these brands, endured the next severe pain, and persisted in making products better and stores better.
uniqlo used to be located in a factory in the suburbs. When the sales reached several billion yen, they set a target of 1 trillion yen. Eliminate doubts and start to open the store in the city center as a flagship store. Now the most conspicuous place in Ginza, Tokyo is the Uniqlo Building. Strict requirements, ask the essence of the problem; Dare to try, and change can continue to advance.
A large number of employees have no spirit of change, and what most employees want most is to keep working. In the face of the boss's change, the staff said that you made me unable to work. In fact, after a period of development with the old rhythm, we need to change according to the actual situation. Constant means that there will be no more increments. Excellent operators should always ask themselves, what is the reason for the sales volume to remain unchanged?
an excellent manager is not an understanding boss. Every understanding is actually a waste of employees' life time. You didn't get exercise and growth during the time when you let employees follow you. Jack Welch said to treat employees as investors.
always ask yourself and answer. Stand in the customer's position and look at yourself with the most critical eyes. Is there any room for improvement in this matter? Is this really the best thing to do? When leading the team, did you make the team feel that you are making progress every day?
I believe that there are days behind us, and we need to keep learning. All excellent operators are people with strong reading ability.
find someone. The original reading is 2:52 (There are only a handful of truly outstanding people in the world who really have information on the value of the industry. Therefore, while working, we must seriously think about how to find such talents as soon as possible. The most important thing is that we must constantly recharge ourselves in peacetime and improve our ability. Because only in this way can we have the ability to have a dialogue with such talents when we are faced with them. )
Ability to make money 21:55
1. You must first hope that customers will be happy from the bottom of your heart. Case (Wang Yongqing delivers rice) Who is the enterprise? Every enterprise exists for customers. When there is no customer demand, the enterprise will have no tomorrow. So use products to surprise customers. Customers know what they want to buy, they are experts in their own needs, and they all have their own unique tastes.
2. Finish the necessary work day after day. It is not ability, but habit that makes a person do a good job.
3. Implement it quickly. The case (there is no reason for the large-scale sales of automatic wok) is delayed by the excuse of research and development, and dare not go out of the area where they are good at. "Do it at once, must do it until it is done well" The original text reads 28:39 (Only in time is there no difference between people, and anyone is only given 24 hours a day. On the other hand, time can only be obtained for free at birth, and no matter how much money you spend, you can't buy it after that. Therefore, only those who make good use of precious time can become successful people. Since the given time is equal, how to win time becomes the key to success. Zuckerberg also said that "your success depends on your output per unit time."
It took 38 years for radio, 13 years for TV, 4 years for Internet, 3 years for Apple and 2 years for Apple to win 5 million users. Because the world is growing at an exponential rate.
4, the scene, the present, the reality. Case (the story of Uniqlo polar fleece quality not up to standard. The best place to solve a problem is the scene; The best place to solve a sales problem is the store.
5. Focus on solving problems. Can sell a product. The person Liu Jingzheng envies most is Jobs. Case (Jobs visited Nike and suggested canceling the products that didn't sell well. ) Every store has goods that sellers are confident and unconfident.