The core of the "Qi Zheng" technique in the business world is pioneering and innovation. For example, technological processes, equipment and raw materials can be called "normal", while various plans, publicity, and management methods can be called "odd"; only by relying on flexible, diverse, and surprising management techniques can we win in the competition.
Japanese Sony Corporation is a large manufacturer that emerged after World War II. The secret to its success is to make good use of inspiration. Sony's founder Akio Morita said: "Our philosophy is not to follow others and not do the same thing as others." Therefore, Sony can develop many creative and unique products. For example, the Walkman, Betamax video recorder, compact disc, etc. are all Sony's products that break through old traditions and are at the forefront of the times.
There is a well-known story about Akio Morita developing the “Walkman”. One day, Akio Morita saw his good partner Ibuka walking towards him carrying a bulky tape recorder and wearing headphones. Akio Morita asked: "What's going on with you?" Ibuka replied: "I like listening to music, but I don't want to disturb others, so I have to put on headphones. I can't stay in my room all day, so I have to mention Running around with a tape recorder!"
Akio Morita's inspiration was suddenly touched by these words, and the idea of ??a new product "Walkman" was born. According to Akio Morita's original idea, he wanted to design a mini record player that could be easily carried around and listened to.
The difficulty of the design is to reduce the size of the playback part. Because the parts in the recording part are smaller, as long as the problem of shrinking the parts in the playback part is solved, and equipped with a recording device, the world's smallest recorder and playback machine can be produced.
After the researchers completed the reduced design of the player, they put on headphones to test the sound, and unexpectedly found that the sound was very beautiful, so Sony decided to bring this player to the market. In the summer of 1979, the "Walkman", a fashionable product targeting young people, was launched and became a sensation as soon as it was launched. It turned out that Sony's planning department estimated that it would sell less than 100,000 units a year, but it ended up selling 4 million units a year, earning Akio Morita the nickname "Mr. Walkman."
In social groups, businessmen are a very creative group. Often it’s just that little spark, that little bit of reform that brings unexpected monetary effects. Some people call "Yuanyang Hot Pot" the simplest "creativity" and the most profitable "revolution", which makes sense. It’s still the same aluminum pot, but seven arc-shaped “partitions” are added in the middle to give it a Bagua shape. Here is the red soup (with chili pepper), and there is the clear soup. Diners can take what they want. need. Such a hot pot is not uncommon in mainland China, Japan, and Southeast Asia today. The "creativity" contained in "Yuanyang Hot Pot" is actually just a thought: some people like spicy food, and some people don't. But precisely because this concept has not been erased, "Chongqing hot pot" with its long history and tradition has been able to regain its vitality and quickly penetrated into several "long-term unconquerable" markets, such as Shanghai, Guangzhou and other places.
Business and creativity are just one word apart, but the role of creativity in business cannot be underestimated. In a certain sense, the effectiveness of creativity is directly related to the success or failure of business.
When Nestlé was founded by German Henry Nestlé in 1867, it was only a small dairy company. Based on his strong interest in baby food, Henry developed a milk-based baby food for babies whose mothers cannot feed themselves. As soon as it was launched, it rescued a two-week-old baby who refused to eat breast milk.
Nestlé’s milk powder, which was launched one year after its launch, added a bird’s nest next to the product name to remind consumers of the relationship between Nestle and Nestlé. Bird's Nest thought of baby food, and it was a success. In fact, the bird's nest itself is a symbol of rich emotions. When people from any country or region see this trademark, they can think of symbolic meanings such as safety, responsibility, warmth, maternal love, natural food, and family. In 1875 the company sold 500,000 boxes of milk powder.
At present, Nestlé Group has developed into a large food group with annual sales of US$36 billion. Its production and sales of mineral water, candy, condensed milk, frozen food, baby food, instant coffee and other products have always been in the world's leading position.
Although the battlefield and the market are not the same, smart businessmen also have unique insights and can predict things ahead of time in production and management. Economic strength is booming. On the contrary, if you are capable of others, and you have others, if you are satisfied with ordinary operations and get used to traditional management, you will be in danger of bankruptcy. However, the continuous creation of surprising products, attacking the unprepared market, and surprising customers must be based on advanced technology and based on market reality and the strength of the enterprise. Otherwise, it will be futile to achieve great heights.