Plan 1: "Hit the sky and cross the sea"

1. Original text and source

Original text of the ancient art of war

If you are prepared for the week, you will be careless, if you are familiar with it, you will not doubt it. . Yin is within Yang, not opposite to Yang. Sun, Taiyin.

Original text translation

People who are very carefully guarded often tend to be lax and careless, and commonplace things will not arouse suspicion. Yin strategies

can be used in the process of yang affairs and are not the enemy of yang affairs. The art of ultimate yin can serve the purpose of ultimate yang.

Source modern translation

From legend. According to legend, Emperor Taizong of the Tang Dynasty led 300,000 troops and left Chang'an for an expedition to Liaodong. When the army arrived at the seaside, Taizong raised his eyes and looked into the distance. The sea was vast and boundless as far as the eye could see. It seemed that the sea was difficult to cross, and he couldn't help but become anxious. Seeing this, General Xue Rengui came up with a plan:

He invited Taizong into a colorful tent by the sea and ordered all civil and military officials to drink and have fun. All of a sudden, music was played everywhere and the wine was fragrant.

This situation actually made Taizong forget his sorrow and immerse himself in joy. While he was drinking heavily, Taizong suddenly heard the sound of waves outside the tent, so he hurriedly opened the tent and looked outside. Only then did he realize that he and 300,000 troops were crossing the sea by boat and were about to reach the other side. It turned out that Xue Rengui was worried that Taizong would give up the Eastern Campaign due to the obstruction of the sea, so he commanded the army to cross the sea without telling him.

Because the emperor was regarded as the "Son of Heaven", it was called "Crossing the Sea from Heaven" (see "Yongle Dadian·Xue Rengui's Conquest of Liao").

2. Typical cases and appreciation of modern business operations

Cases

●The Great Wall Hotel’s news about the president’s news shocked overseas

In 2016, China’s A five-star hotel and the first Sino-American joint venture hotel, the Great Wall Hotel, officially opened for business. At the beginning of the opening, the first problem faced was how to entertain customers. According to the usual practice, it should be done in

Chinese and foreign newspapers, radio stations, television stations, etc. This fee is very expensive. Domestic TV costs thousands of yuan every 30 seconds. It needs to be inserted several times a day. It costs at least hundreds of thousands of yuan a month. However, since the basic customers of the Great Wall Hotel come from Hong Kong, Macau and overseas countries, this requires overseas promotion, and the minimum fee per 30 seconds for Hong Kong TV stations is 38,000. Hong Kong dollars, if broadcast according to the mainland method, it would cost several million yuan every month. As for foreign fees, it is an astronomical figure after one month. At first, the Great Wall Hotel was published several times in several newspapers in the United States

However, due to lack of funds and poor results, the offensive had to be stopped.

Although the offensive has stopped, the Great Wall Hotel's activities to promote themselves have not stopped. They just

changed their strategy.

In order to alleviate the overcrowding of the Badaling Great Wall, the Mutianyu Great Wall was renovated. When the Mutianyu Great Wall had just

been restored and prepared for opening, the Great Wall Hotel lost no time in asking the Mutianyu Great Wall Management Office to host an event for foreign journalists. All expenses will be borne by the Great Wall Hotel. An agreement was quickly reached.

One of the activities for entertaining foreign journalists was to invite them to visit the renovated Mutianyu Great Wall. The purpose was of course

to use them to promote the new news to foreign countries. The Mutianyu Great Wall was opened. On this day, the Great Wall Hotel specially prepared a batch of donkeys at the foot of the Great Wall in Mutianyu. The donkey is a traditional means of transportation in ancient China. It can be used for riding and carrying things.

If the Great Wall and the donkey are spread abroad by these foreign reporters, it will increase the mystery of China, an ancient oriental civilization.

The donkeys prepared by the Great Wall Hotel this time, except for a group of reporters who are willing to ride, are mostly used to carry drinks and food

As foreign reporters came to the top of the mountain one after another, the owners took French champagne from the donkey's back and opened it on the Great Wall for the reporters to drink. The reporters felt that the contrast between the Great Wall, donkeys, champagne and foreigners was too sharp. They applauded and raised their cameras one after another. After the photos were sent back to various countries, the editors were also very tempted. As a result, the next day almost all newspapers around the world published photos of the Mutianyu Great Wall. The reputation of the hotel named after the Great Wall also increased.

Through this event, the manager of the Great Wall Hotel, an American lady who has worked as a reporter, has a taste of introducing the Great Wall Hotel to the world through the pen and lens of editors and reporters.

Countries, not only the effect far exceeds, but also

it also has the benefit of spending less money. Therefore, the shrewd young lady planned to hold a larger-scale event.

The opportunity finally came. From April 26 to May 1, 2019, US President Ronald Reagan will visit China. The Great Wall Hotel

Immediately set out to understand the schedule and entourage of Reagan's visit to China. After learning that there was a news delegation of many people, including the three major television broadcasts in the United States, various news agencies and famous newspapers and periodicals, the guests of the Great Wall Hotel The manager was so overjoyed that she decided to put the plan she had planned into practice step by step.

First, try to invite a large news delegation into the hotel. They repeatedly invited American staff in China to visit the Great Wall Hotel for free. At the banquet, the general manager of the hotel solicited opinions on the service quality, and visited many times for advice. . After that, they proposed to receive the press delegation accompanying Reagan on the grounds that a first-class hotel invested by the United States should receive a first-class press delegation from the United States. After negotiations between the two parties, the Great Wall Hotel got their wish< /p>

Acquired the task of receiving the American press delegation.

Secondly, to realize the potential motivation in the service, the Great Wall Hotel met all the requirements of the delegation.

In order to enable the news agencies of the delegation to send their articles back to China in a timely manner, the Great Wall Hotel took the initiative to set up a sector-shaped antenna on the roof of the building

and arranged the guest's high-end suites to be convenient. The workspace where the article is published. Special care is given to the three major television broadcasts in the United States.

Introducing the hexagonal pavilion of the "Yitingyuan" tea garden with Chinese garden characteristics to CBS, introducing the rooftop bar "Lingxiao Pavilion" that combines Chinese and Western styles to NBC, and introducing the simple and elegant open-air to ABC, < /p>

As the background for their TV news broadcasts. In this way, the best parts of the Great Wall Hotel can be seen by the public from Western countries. In order to make the public who watch and listen to TV and radio remember the name of the Great Wall Hotel, the general manager of the hotel proposed that if all TV broadcasts only need to say "I am at the Great Wall Hotel" during the broadcast, Speaking to an Audience",

All expenses paid. The economically savvy American television broadcasters are naturally willing to accept this condition and temporarily act as spokespersons for free to spread the name of the Great Wall Hotel to the world.

With the successful experience of these two steps, the Great Wall Hotel has set its sights on a high-standard thank-you banquet for President Reagan.

To secure such a high-standard thank-you banquet is It is quite difficult, because in the past, banquets like this have been held in the Great Hall of the People or the United States, and there is no precedent for moving it to other places. They decided to let the facts speak for themselves. Therefore,

The Great Wall Hotel introduced the situation in detail to the heads of the concierge departments of China and the United States and the staff of relevant executive departments and presented information

while focusing on Invite heads of parties and responsible persons at all levels to visit the hotel and let them see with their own eyes

The Great Wall Hotel's facilities, store appearance, food and beverage quality and service level are not only in China, but also in It is also first-class in the world

. The Chinese and American officials present were convinced by the facts and made an immediate decision, and even obtained President Reagan's consent.

After obtaining the right to host, the hotel manager immediately contacted major Chinese and foreign news organizations and invited them to rent a venue in the hotel

to broadcast the U.S. President’s thank-you banquet live. Charges are allowed, but conditions Of course: mention the Great Wall Hotel during the broadcast.

On the day of the thank you banquet, the heads of state of China and the United States, foreign envoys to China, and Chinese and foreign reporters gathered at the Great Wall Hotel.

When the luxurious scene in the Great Wall Hotel's banquet hall appeared on TV, reporters from various countries and the hosts of the three major American TV broadcasts said in unison: "Now we are in China's Great Wall Hotel broadcast the last event of President Reagan's visit to China

An event - a thank you banquet..." In the frequent toasts, the name of the Great Wall Hotel passed through the radio waves again and again

< p>Flying to all over the world, the grace of the Great Wall Hotel has caught the attention of the public from all over the world time and time again. President Reagan's wife Nancy later wrote to the Great Wall Hotel: "Thank you for your attentive service, which made my husband and I have a pleasant stay here." night."

Through this successful event, the Great Wall Hotel's reputation grew. Visitors, tourists, and business people from all over the world come here to visit; American jewelry yachts come to sign contracts; American Lindblad Tourism comes to sign contracts;

How many people are there? Foreigners also came to sign contracts. Later, when 38 heads of state led delegations to visit China, they all held thank-you banquets at the Great Wall Hotel to show that they, like President Reagan, attached great importance to the visit and expressed its success.

Since then, the name of the Great Wall Hotel has spread.

●Parker revived the company by resurrecting its dead body

Before liberation, the Chinese pen market was occupied by "Parker pens". Because the pen production was the most prestigious at the time, it also

A new type of "fountain pen" was launched, so the 1940s and 1950s were the peak period of development. The Hungarian Bello brothers invented the ballpoint pen, breaking Parker's dominance. Because the ballpoint pen is practical, convenient, and cheap, it was very popular among consumers as soon as it came out. Parker's production was greatly affected, and its value plummeted, and it was on the verge of bankruptcy. Marcoli, a senior European executive, believes that Parker made a fatal mistake in the battle for ballpoint pens. It did not use its own strengths to attack others' weaknesses; instead, it used its own shortcomings to attack others' weaknesses. long. He raised enough money to buy Pike. Immediately began to reshape the image of the Parker pen, highlighting its elegance, exquisiteness and durability, turning it from a popular practical product into a symbol of noble social status. Starting from this strategic thinking,

Two tactical measures were taken. First, it cut the production of Parker pens and increased the original price by 30%. Secondly, increase the budget and strengthen publicity to increase the popularity of Parker pens as a symbol of social status.

The Queen of the United Kingdom is the head of the Commonwealth, and the items she uses all show her noble status. Therefore, the trademarks and manufacturers of its supplies are branded with nobility. Marcoli knew this very well, and he worked hard and painstakingly to get the Parker steel pen to be qualified as a pen used by Queen Elizabeth II. The direction was right, the measures were effective, and Marcoli's strategic goals were achieved.

In 2016, Parker pens once again raised their prices. The old Parker pen, which was marked by practicality, declined, and the old Parker company also ceased to exist; but the new Parker pen, which was marked by ostentation and decoration, came back to life, and Parker followed

p>

It is also reborn.

There is a person in the United States who specializes in collecting bankrupt companies and making a living from it. His name is Paul Daumier. He is a veritable "King of Rags"

". According to U.S. law, once a company or company declares bankruptcy in accordance with the law, the bank that provided the loan can act as a creditor and sell the company. Daumier often goes to such banks to collect bankrupt companies.

Every time a company goes bankrupt, he must comprehensively study all aspects of the company, make

make use of its strengths and avoid weaknesses, formulate a transformation plan, take strong measures, and strengthen management, so that An enterprise is reborn on the ruins of bankruptcy by "borrowing its corpse to restore its soul".

Any product or enterprise has its growth, maturity and decline periods. During the period of decline, seize the opportunity,

make full use of all favorable conditions, make bold investments, and borrow the technique of "reviving the dead", products and enterprises will be reborn

and often can With the miraculous effect of getting twice the result with half the effort, this strategy is worthy of reference by business operators in their corporate investment decisions.

●The store owner said that there is a way to make money by pretending to be real

Crocker was originally a pauper in the United States. He went to work before finishing high school to support his family and survive.

Later, he became a salesman in a factory. On the one hand, his income increased to a certain extent and his life improved significantly;

On the other hand, more importantly, , he traveled extensively in the process of selling products, met many people, made many friends

, gained knowledge, and accumulated a lot of valuable experience in business management. After a while, he became less and less satisfied with being an employee for others and wanted to start his own.

Which line of business should you choose? "Food is the first necessity of the people." As the pace of people's work and life accelerated, he found through on-site surveys

that the catering industry in the United States at that time had far It cannot meet the requirements of the changed times and is in urgent need of reform to adapt to the fast food needs of hundreds of millions of Americans.

After thinking about it, it is not that easy to turn it into reality, and a certain price must be paid for it.

The first problem faced by Rock is the problem of funds. To realize the ambition without starting capital is like a "moon in the water" or a "flower in the mirror", which is elusive. and. The saying "a penny beats a hero" is absolutely true. For the impoverished Rock

How easy is it to open a restaurant by himself?

After thinking about it, he finally came up with a good idea. He was working as a salesman. At that time, I had met the Macdonald brothers who opened a restaurant. It was better for me to rely on the friendship between the two parties to get into their interior and learn, so as to finally realize my great ambition.

Having made up his mind, he found the Mai brothers and after praising them, he changed the subject and began to talk about his current predicament, hoping to win the sympathy of the other party. After that, he lost no time in begging the Mai brothers to help him with this favor no matter what.

Promise him to stay in the restaurant and work, even as a waiter. Otherwise, his daily life will be ruined. Facing a crisis

.

In the past period of contact, Crocker was well aware of the psychological characteristics of these two bosses. In order to achieve his lofty goals as soon as possible, he offered to do his original sales job while working as a clerk and gave 5% of his sales income to his boss, Mai. Seeing the profit and considering that the store was indeed short of manpower, the brother readily agreed to his request.

After Crocker entered the fast food restaurant, he quickly grasped its strength and conditions. In order to gain the trust of his boss, he worked extremely hard

, worked early and late, and worked hard without complaining; he had repeatedly suggested that the Mike brothers improve the business environment to attract more customers

and; A series of business methods such as preparing portioned meals, light packaging, and door-to-door meal delivery are proposed to expand the business scope, increase

service types, and obtain more business income; it is also recommended to install audio equipment in the store to make Customers can dine more comfortably

; he also vigorously improves food hygiene and pays close attention to food quality to maintain service reputation; he carefully selects store waiters,

trying to hire people who are quick and provide considerate service The young girls who work in the front entertain; while those with untidy teeth and ordinary looks are assigned to work in the back, so that they can make the best use of their talents, ensure service quality, and better entertain customers. Of course, every one of his reforms satisfied the boss, because his words and deeds were always so honest and trustworthy, leaving a humility to others. Excellent impression of caution. Because of his good management, he entertained many customers in the store, and the business became better and better. The boss obeyed him even more. The restaurant is still nominally owned by the Mai brothers, but in fact the management and decision-making power of the restaurant are completely in the hands of Crocker. All of this is the paving stone leading to its ultimate goal.

The poor two bosses have always been kept in the dark and are not wary of it at all. They are even secretly glad that Crocker was left behind at that time< /p>

The decision was right. Thanks to his effective management and hard work in running the restaurant, the restaurant's business is so prosperous and the financial resources are rolling in.

He is proud that "Bo Le knows a thousand-mile horse" and comfort.

Unknowingly, Crocker has been working in the store for 6 years. His feathers gradually became plumper, his wings became harder and harder, and the time to spread his wings became increasingly mature, so he secretly accelerated his pace of action. He raised a large loan through various channels.

It was time for a showdown with the Mai brothers. He thought that when the matter came to an end, he could no longer be embarrassed and delay it any longer. He was familiar with it.

The two bosses had always liked to pursue immediate benefits. Momentary needs often forget the original most basic requirements. To this end, Crocker was fully mentally prepared before the negotiation.

One night in 2010, Crocker had a very difficult negotiation with the Mai brothers. At first, Crocker put forward more stringent conditions, but the other party refused to agree. After Crocker made some concessions, the two sides bargained fiercely, and finally Crocker With 10,000 US dollars in cash, he managed the restaurant alone. Although the Mai brothers were worried and uneasy, they were finally tempted by such an attractive price. "Ten thousand U.S. dollars, exactly ten thousand U.S. dollars

! Only a fool would not accept such a price!" The two parties reached an agreement on this and quickly completed the property rights

delivery and processing related transfer procedures.

The next day, a striking incident of master-servant change occurred in the restaurant. The clerk actually fired the boss. This could be said to be a major problem in the local area at the time The news caused a huge sensation, and the fast food restaurant also took advantage of everyone's mouth and became deeply rooted in people's hearts, greatly increasing its popularity in the United States. So far, Crocker's "hiding the truth" strategy has basically achieved its intended purpose.

After Crocker took over the fast food restaurant, his operation and management became even better, and he soon became famous throughout the United States with a new look. In a short period of time, 10,000 US dollars were sold. Fetched it back. After more than 20 years of hard work, the total assets have reached 4.2 billion US dollars, making it one of the top ten well-known restaurants in the world.

The success of Crocker's "hiding the truth" plan lies in his understanding of the temperament of the Mai's brothers, and he easily broke into the Mai's fast food restaurant with only 5% of the profit. ; Later, through a long period of subtle influence, he deliberately flattered the boss in exchange for the trust of the brothers.

The brothers thought that he was always thinking about them, and felt that the interests of both parties were consistent, so they automatically eliminated their feelings for each other

p>

He was suspicious and happily accepted his various suggestions. After gradual penetration and isolation, the boss was already "in name only". In the last transaction, all McDonald's fast food restaurants were eaten up. The negotiation between the two parties was based on Crocker's "hiding the truth" strategy

It is completed and declared over.

Coincidentally, a similar story happened in Japan, where a shop owner accidentally made a fortune by hiding the truth.

In the autumn of one year, a coal trading chamber in Kobe, Japan, officially opened for business, and the surroundings were filled with a festive atmosphere

. The boss of this chamber of commerce is the young and ambitious Kuunaga-kun. Speaking of which, he established the Chamber of Commerce thanks to his father's old friend Mr. Fujisawa's generosity and full assistance. His kindness is unforgettable, never forgotten, and is ready at any time. Repay, as the old Chinese saying goes: if you receive a drop of kindness from someone, you should repay it with a spring.

A few days after the opening, a guest came, claiming to be a waiter at the Spring Mountain Hotel, the most famous hotel in Kobe at that time.

Requesting an appointment with the boss of the chamber of commerce, and respectfully Submit an invitation and a letter of recommendation. Hisunaga-kun took the invitation and saw the letter: Mr. Hisunaga personally signed it and signed it: Santaro Yamaguchi. Hisunaga glanced at the visitor and opened the invitation and recommendation letter in confusion. After reading it, he found out that it was Mr. Fujisawa's subordinate Michiohara who recommended Yamaguchi Santaro to do coal business with him.

To express his gratitude, Yamaguchi Santaro planned to prepare a table of light wine at the Spring Mountain Hotel so that he could ask Hisunaga-kun how to make money during the dinner.

The words in the invitation were full of questions about Kuunaga. My infinite admiration for you. Since he is a friend recommended by his benefactor's subordinates,

How dare he neglect him? If he doesn't look at the monk's face, he must look at the Buddha's face. After saying a few polite words to Santaro Yamaguchi, he readily agreed and expressed his willingness to go to the appointment tonight.

Night quickly enveloped the land.

Kuenaga-kun put on a crisp suit and came to the Spring Mountain Hotel handsomely, where Santaro Yamaguchi was already waiting for you. As soon as he entered the hotel door, Hisunaga-kun received attentive and enthusiastic service.

The delicious food at the banquet made him a feast for the eyes. In addition, Yamaguchi Santaro flattered him from time to time, and Hisunaga-kun couldn't help but feel a little

>

Feeling elated and elated...

When the wine is flowing and the ears are hot, it is a good opportunity to negotiate. Yamaguchi Santaro knew this well. He believed that the time had come, so he proposed to Hisunaga-kun in a very pious manner: "Mr. Hisunaga, I have a good friend Abe-kun, who is from Yokohama, Japan< /p>

A well-known coal retailer with a good reputation, many customers, and a prosperous business. If you, sir, can trust me and are willing to provide me with

an opportunity to serve you, I will be happy to do so. I will help you connect the dots. For you, you can expand your coal sales and increase channels, thereby speeding up and making more profits; for my good friend Abe Junlai

Said that from this, we will have a reliable and stable supply of goods, and our business will be better. As for me, I just want to get a certain amount of commission from you

"

After hearing this, Mr. Jiunong did not answer immediately. He was hesitant, and the negotiation between the two parties reached a deadlock.

Yamaguchi Santaro glanced at the other party, and did not force the other party to make an immediate decision, but just called the service lady as if nothing had happened.

Miss, I heard that your Kobe specialty is rubble shabu-shabu. It tastes good, could you please give me some?"

As he said that, he took out a large pile of money from his pocket and randomly took out two large amounts as a tip for the lady.

Kunaga-kun looked at the thick stack of bills and the carefree way Yamaguchi Santaro paid the tip, and concluded that the other party must

be a big boss with strong financial strength. Since there would be no danger in doing business with him, he took the initiative to have detailed discussions with Yamaguchi Santaro about the coal transaction and readily agreed to his request.

After they had had enough wine and food, and the two parties formally reached an agreement, they shook hands and said goodbye. As soon as Hisunaga left, Yamaguchi Santaro

hurried to the bus station in order to catch the last train back to Yokohama. Today's high spending at the Spring Mountain Hotel was simply too luxurious for him

How could it be that he could afford it?

Kunaga-kun would never have thought in his wildest dreams that Santaro Yamaguchi was actually just a small coal manager in Yokohama. Before his eyes

He was about to close down and go bankrupt, and his business could no longer continue. After he learned from his friends about the special relationship between Hisunaga-kun and Fujisawa Michihara-kun, he used his coal store as a mortgage to borrow part of the money from the bank. ; And he asked on the pretext that he wanted to do coal business with Kuunaga-kun

Yuanjun wrote a letter of recommendation for him; and then, with the help of the grand stage of Spring Mountain Hotel, he successfully came to the meeting

p>

It was a drama of "hiding the truth from the sky", everything was so natural and logical, Yamaguchi Santaro's superb negotiation skills

His skills allowed him to seize the coal from the Hisunaga-kun Coal Chamber of Commerce without spending a penny. The retail store that was transferred to Abe made a lot of profits as soon as it came in and out, and the small coal manager's store that was once on the verge of bankruptcy became prosperous and prosperous.

Appreciation

"Hide the truth" - used in business operations to make money. The basic idea of ??its techniques and methods is to use "deception" to covertly

act. Hide your attempts to make money in plain sight to further your own ends. Because ordinary people often have no doubts about commonplace things, this strategy is to use people's illusion to conceal their true intentions.

Furthermore, when the sales of MSG in Japan were sluggish, they expanded the diameter of the holes in the MSG bottles from

1 mm to 1.5 mm. When consumers did not Without realizing it, I used too much in one pour, which greatly increased the amount of MSG.

This "hiding the truth" strategy is the most common and the most used. Because of this, it is easy to be ignored by people, making it easy for businesses to implement it and achieve their true purpose of promoting products and occupying the market.