Reading Notes of "Top Students in Friends Circle" Ma

Category: Media

1, Marketing Management philip kotler

Step 2 "locate" trout

3. Strategic brand management kevin lane keller

4, "Brand 22 Law" Ellis

5. Confessions of an advertising copy

6. "Strategy"

7. Golden Pagoda Principle

8. Good strategy, bad strategy

9, "from results to methods" can't get rid of flowers.

10, "A book full of advertisements"

1 1, Battle of Tianjing

12, "Think like a spy"

13, financial world

14, win in China.

15, after ecstasy

16, rich dad and poor dad

17 autobiography of Huang

18, Wharton's most popular negotiation course.

19, growth hacker

20. "Why Lenovo" Chen

2 1, relative economics

22. "study hard" into a.

23. "Copywriting that makes copywriting desperate"

1, brand storm training camp P 18

2. Boundless Schools P 18

3. Hannover Messe P20

4. Industry 4.0 P20

5. Green's deep pupil P2 1

6, the ninth classroom P34

7. Joint stock P57

8. Texas Hold 'em P67

9. Quantify investment P70

10, strategic thinking mode P 10 1

1 1, decision tree theory P 1 10.

12, peer pressure (chai) P 1 10

13, quadratic binary analysis matrix P 1 16

14, "0 yuan Lottery" mode P 18 1

HarmonyOS Group 15, P203

16, Le Chun yogurt P2 14.

17, Blackstone group P2 16

18, core customer management system CRM P224

1, "How did Professor Li build his own knowledge system? 》

2. To us who are still young next year: desire, the outside world, labels, genius, time, life goals, reality, regret and experience.

3、 /

4. My Failure Story: Those Entry Mistakes Made in Starting a Business.

5. Feng Xin: Life is a toss.

1, in the field of non-technology, I think there are two ways of learning in this world. One is through a large number of case studies and observations. For example, I saw tens of thousands of excellent creative advertisements in the early stage of advertising; One is reading, reading directly. Li Jiaoshou, one of the characters in this book, is like this. He directly applied the reading theory to his work and life.

1, Yang Chao and several small partners started a company to help some college students find internships in well-known domestic enterprises. Yang Chao said that in fact, many enterprises are looking for interns, and many college students are looking for internship opportunities, but it is very expensive for enterprises to find interns from recruitment websites. So in Yang Chao, they did the docking between interns and enterprises. They found some famous enterprises, such as Motorola and Lenovo, and obtained their internship places, and then they went to find suitable internship for college students. They didn't charge either party, but they signed an agreement requiring college students who found internship jobs through them to pay half of their internship salary in the future. -A headhunting company for interns

It's not that the company is difficult to do, but that every industry should be respected. What she is afraid of is that when you feel awesome after working in a company for several years, you suddenly know that there is a game you don't know. You find yourself just a frog in the well and don't know how high the sky is.

1, I think the interview can better understand the situation of a company. I asked them questions repeatedly during the interview. Sometimes I ask them more questions than they ask me, then I can learn more.

What really pushes this society forward is actually the operation of business.

3. I became a monk halfway, but why do people feel that I still know the market and brands? I think there are two reasons:

(1) I am really studying steadily, and I have read almost all the classic books on marketing;

(2) I am rarely disturbed.

I am good at finding out the essence of this matter from the principle. I will determine the purpose of anything first, and then find a way by myself. Because some things are changing, the business environment is changing, the size of the company is changing, and people's ideas and communication channels are changing. After these changes, you can't copy the original experience.

You must read the textbook, because it can build a knowledge framework for you.

6. After I choose these books, I will die. Here's the method. For example, in his book, he talked about "celebrity endorsement" or brand equity evaluation of enterprises. I took some things I met in my life as right. I think it can be right, so I believe it because I verified it. Why do you need to verify reading classic books? Because the book written by 1980 has been more than 30 years today, there must be some places in the book that are no longer applicable. Not that he is wrong, he is not wrong, he is just old. If I find something aging in these books, I will think about what the actual situation is now. For example, today's startups don't have so much time to talk about the rules, they can't wait so long, and they may not have so much money to spread out, so many startups can't do some methods in the original work. With this in mind, I thought I wanted to make a method that could be used by startups without making mistakes, so what I did later was actually the result of combining professional theory with actual situation.

7. I have some views on current marketing, which can be divided into several categories:

The first one is called marketing for marketing's sake, which is a common mistake made by some experienced marketers-they just like good ideas too much. I've seen many ideas, and I think it's great myself, but I don't think this idea is of any use to a company, especially a company in its infancy. I am a functionalist, and if I think this thing is useless, I will eventually "do it for myself".

Secondly, I think some marketing is too ineffective now, just like what is on fire in our circle of friends. If it is finished today, it doesn't matter tomorrow.

8. If you want to get a promotion or do something, I think to understand the value of this thing, people must do the most valuable thing. I don't really want to do something worthless. For example, some key reports or some large-scale activities, or things that I think can really produce value for the company's business and promotion, this is what I want to do, and useless things are meaningless.

9. People should not rely on others to teach you, and you should not rely on experience. When you are forced into a dilemma, you only need to think clearly about the essence and purpose of this matter, and then you can come up with a plan.

10, working in a place, you must understand the core business. If you don't understand the news business of the news center, it will be very embarrassing.

1 1. I think every industry has a key. This key is the law of this industry. You should first find this rule, and then enrich your resources and your cognition. If you think hard, you can become an important contributor of 20% in this industry.

12, there is a term in learning, one is called technical efficiency and the other is called cognitive efficiency. People who pursue technical efficiency are keen on all kinds of ideas and technical tools, and the pursuit of cognitive efficiency is actually the pursuit of thinking about the essence of things.

13, most people say that they stay in one industry, and he has been pursuing technical efficiency. Many people have not even thought about the principles or laws of their own industry. I want to go to an industry. I want to think about what this industry is like first, and then superimpose these technical efficiency things. This is the way I do things.

14, I am in any industry, and I need to know what is the best in this industry first.

15, q: if you enter the angel investment circle, what is the first thing you have to do?

-I want to meet the early top entrepreneurs. After you meet the top early entrepreneurs, you can judge how much this person will show up in front of you next. Otherwise, anyone who comes to talk to you will feel very reasonable, because most people think that the logic of this matter is right now, but logic is not the core condition, because people with college education have no major problems with logic, so I will meet top people.

How to quickly become a top student in this circle? I have observed this industry. In the early investment circle industry, the most important asset of investors was actually flow. For top investors, there is not much difference between ability and strength. They are all smart, but there are actually many high-level investors. His biggest difference is the different flow. The so-called poor traffic is your ability to attract good projects, and good projects will come to you. Just because you think this is a good project, the investment efficiency is very high. A really good project must be something that everyone thinks is good. Most people can't get a good project, not because they are stupid, but because they have no chance to meet a good project at all.

So I want to understand this logic. If I know investment in the marketing circle, then another advantage of me is that I know brand marketing in the investment circle. This is a differentiated identity. This differentiated identity discrimination can help me get traffic. This way of obtaining traffic is actually the speed of geometric multiples.

17, I think you should set a goal and a result before you do anything, and then push yourself into a corner, so as to put off the best method.

18, q: if you want to give some advice to some young people, such as students who want to make progress but are still a little confused two or three years after graduation, what advice would you give them?

First, to find good opportunities, choosing good opportunities is much more important than working hard all day. Opportunity must be the most important.

Second, when doing anything, don't do it for the sake of doing it, but think clearly about the purpose of doing it. In the workplace, you should be clear about the purpose of everything and whether it is the shortest path for you to operate now. The shortest path is actually to save time, that is, to accelerate your successful thinking efficiently.

Third, don't read what too many people say, because most people's success can't be copied. If you want to achieve your own success, please refer to my first two points. It's useless to listen to others. So I went to invest in the industry, not to find those well-known investors, but to meet the best entrepreneurs.

19. Only those who do well in solving problems and multiple-choice questions can have so-called success. My own experience, one is that when solving problems, I have to work hard and be hungry to answer them, which is what I just said. When making multiple-choice questions, ask what is the basis of your choice, whether you want to know this person or consult some successful experts. Then you have to ask yourself whether this is the shortest path according to the purpose you set. This is a basis for judgment. With the basis of judgment, you can do multiple-choice questions.

Many people are not good at doing multiple-choice questions because there is no basis for judgment. He thinks about this and that for a while, and you have to have a constant foundation. If you always choose multiple-choice questions according to this standard, you will choose.

1, always buy things that are undervalued.

2. Ma Wenya often tells himself: When you spend every penny, ask yourself, have you bought what you want? Or did you just buy something that others think you should want? Big-name clothes, watches and cosmetics? Can these things bring happiness to your heart? Or tell others that you have these, and the envious eyes of others can bring you happiness? An important criterion for a horse to judge whether a thing should be bought is: after you buy it, will you panic if you don't tell anyone or show it to anyone?

3. People's information difference is actually the root of this social difference.

4, an armchair strategist feels shallow, I don't know if it should be done.

5. Q: If you want to give some advice to some young people, such as students who have graduated for two or three years and are particularly eager to make progress but still a little confused, what advice would you give them?

Step 1: When you think of something, you must do something every day. This is a process of reducing more goals. Because everyone wants to do a lot of things, you want to do a hundred things, but your life is limited. Of these 100 things, you should choose the most important one in your way.

Then it is important to choose one or two things. You have to ask yourself every day if these one or two things are something you have to do in your life. This is called aiming. For example, if you want to earn a lot of money and live in a big house, if you want to change a good car, or if you want to achieve a position in the enterprise, these are all goals, but there must be one or two, not too many.

Step 2: Make the big goal smaller. For example, if your goal is to travel around the world, can you change this big goal to the smallest one first? For example, you go to Tianjin or Hebei first. Then you go to one place every month or several places every year, make the big goals smaller and make a list.

Step 3: Do it every day. You have to ask yourself every night, where did you do well today, and where can you do better? For example, I want to travel around the world. Can you spend five or ten minutes searching the places you want to go today and make a travel plan? You make a travel plan today, book a hotel room tomorrow, and then look for something the day after tomorrow. First of all, you make a list of things to do and make a little progress for your goal every day.

1, Q: Do you think the result of your development was the foreshadowing at that time?

-I think this is a personal choice of lifestyle. This is a way to make peace with the world: you have to be yourself and don't want to pay too much for it. There will be a subtle pleasure in it that drives me to become such a person. It seems obvious that you have a feeling of flirting with authority, but authority can't help you, because you can still be what he needs after flirting.

2. If anything wants to be awesome, we must lower our expectations.

1, in the face of anything, you must first assume that you don't understand it at all, and then treat this thing as a rocket design. Before doing anything, just like studying a rocket, systematically figure out how it happened. What to do.

Over the years, due to the relationship between personal experience and work content, I have met many people and many very powerful people. According to my observation, these people's abilities generally come from two aspects:

The first one is obtained through constant practice, experience, learning cases and learning from others, which is a more practical rest;

The second is obtained by reading and learning theory.

I think most people belong to the first kind, while Professor Li almost belongs to the second kind, that is, all his things are "read" by reading books.

3. Professor Li's reading habits when he was young at least allowed him to establish two important basic principles and ideals in his life as soon as possible:

First, due to the combination of theory and practice in the early stage, good results have been achieved in the implementation, which has strengthened the beast's confidence in the theory, so the beast can firmly believe, adhere to the theories he sees and practice them one by one;

Second, I established my life ideal early. Ask the beast to give a speech in junior high school, telling what kind of person he wants to be. He said he wanted to be the CEO of a multinational company. Moreover, when I applied for the college entrance examination, I firmly chose the business major, preferring to choose a similar school and definitely going to my favorite major.

4, a person's fate, of course, to test self-struggle, but also to consider the historical process.

5. Strategy is the jewel in the crown of enterprise theory.

6. Q: How did you become who you are now?

-in fact, personal development and growth are nothing more than related to two things, one is personal character and the other is knowledge system.

7. Li Jiaoshou: Another key point of my thinking and behavior habit is that when my intuition conflicts with evidence, I always trust the evidence instead of intuition, even if that intuition is what I particularly want.

8. Any behavior that can't lead to differentiation will definitely lead to failure.

9. In fact, some people or companies that have achieved breakthrough growth have similar behaviors. I think the personal growth path is similar to that of the company. There is a key factor here: everyone must break free from the value network.

What do you mean, break free from the value network? Any company or individual has a set of KPI given to him by the outside world. For example, I am a student, and the KPI given to me by the outside world is GPA and internship experience, not short-term KPI. If it is a company, the KPI given to me by the outside world is the financial data of this year and how many orders have been received. This externally defined KPI is called Value Net, which was put forward by Christensen. However, successful companies and individuals often break away from this value network. For example, in the initial stage of the PC industry, the KPI given to all PC companies by the outside world is: you don't have to make good products, you just need to sell more. The more consumers you cheat, the higher your sales. So at that time, no company tried to make this kind of product with good quality and stable performance, but Lenovo broke away from this value network and did not obey the KPI given to it by the outside world.

10, it's important to look at the future, because you have to create future advantages for yourself. If you are in homogeneous competition with your classmates around you and obey a KPI system, you will almost never get rid of it, no matter how high your ability is. Because it will become a competition between pure intelligence and physical strength, and the competition between pure intelligence and physical strength is like a price war. Most people have no absolute advantage. No matter how hard they try, most people can only be 5% and 10% higher than others.

1 1, the correct strategy is not because you are smarter than others, but because you adopt a different method from others, so that you can have a competitive advantage and win in the competition.

12. Deliberate exercises refer to exercises designed deliberately to improve one's performance. It requires a person to leave his skilled and comfortable area and keep practicing and improving according to the method.

13, the basic essence of strategy is to foster strengths and avoid weaknesses and know what you can't do. At this time, you need to find your own personal advantage.

14. Call the beast and find out that actually gaining contacts means you have to exert influence on others, but there are two ways to exert influence:

One is to exert influence through relationships, and friends tend to get things done more easily;

Another way is to exert influence through some knowledge, let others see your knowledge, and others may contact you on their own initiative.

15, the most basic question of marketing is to ask yourself: What do you do that is most beneficial to consumers? Because marketing, according to philip kotler's most authoritative definition, is to meet the needs of consumers profitably.

16, q: what advice do you have for young people who want to make some achievements?

The key to the success of any enterprise is the ability to continuously create and provide differentiated value.

The key to a successful business model is to ask yourself this question: How can I be different? How can I provide differentiated value? What can I do in the next two years to make it difficult for others to replace me?

-I want to quote what Google co-founder Larry Page mentioned in a speech. Someone asked him where his influence came from, and he mentioned a concept, a simple economic concept, called added value, which means added value. Any impact comes from added value. So what is added value? Added value is something that won't happen without you.

For example, if I sell a cheaper apple, will this happen without me? It will definitely happen again. This shows that you are very replaceable, and no matter how good you do, you will never have influence. So you have to find a way to create irreplaceable added value. If you want to gain any kind of influence, or any kind of ability to surpass others, it must be to shape a differentiated competitiveness, and if you want to make differentiation, what is the biggest obstacle? Even your heart and experience, because it is against instinct to cultivate differentiation. Because people are social animals, no one can change this.

17, being brave is not being fearless, being brave is being afraid but still moving forward.

Personality 6: flowers can't be spent, arrogant and unruly.

1, CIA officials will spend a lot of time making personalized "hooks" for the target. A suitable "hook" usually includes the following three elements:

The reason for meeting for the first time (such as Luo Pang's meeting)

Reasons for establishing contact (such as co-publishing books, program planning, etc.)

Reasons for continuing to meet (the "Party A Shut Up" campaign lasted about 5 months)

2. Foundation for building trust and being able to communicate closely:

It is recommended to trust and keep close contact. You need to promote contacts naturally and step by step, and prove yourself trustworthy with your professional ability. "If you serve the client a latte at every meeting, you may get the love of the other party, but this love actually only stays at the level of caffeine-your hospitality is not a guarantee for renewing the contract."

3. People's development actually follows a Matthew effect (the stronger the strong, the weaker the weak, that is, the higher your level, the more opportunities you will find), so it will get better and better.

4. The most ingenious way of learning: to be an exquisite replicator and imitator, to replace the role of a tutor, and to observe their behavior and thinking.

5, Fang Xi "write a perfect book":

Writing is a hassle. It's always a hassle. Why not do something difficult? Difficulty is a prerequisite for value. Leave the hard things to the mediocre. Why bother? To write a book with perfect content and form, my suggestions are as follows:

First, it must be your own virtue, not S's, nor B's, nor SB's, but your own;

Second, think about what you are doing and value goals, and fully match them;

Third, think about the target audience. They are all opposite your notebook, talking to them, telling the truth, fishing for dry goods and showing off their unique skills.

6, practice is not to hide a quiet, practice is based on diligence and responsibility. Doing things is also practice, and doing business is also practice.

1, Gemini catalytic effect:

This phenomenon is like this. If a person can find a friend with the same level and tacit understanding, and these two people can often discuss and exchange some things, such as technology, knowledge and world outlook, then there will be a "twin catalytic effect", and these two people will soon reach a higher level than they are now.

2. The "slope of life" phenomenon:

This phenomenon is that once a person enters a company, or once he develops or does something, it is like entering a road, which basically determines his life in the next few years.

3. "The fastest training plan":

The core method of the fastest training plan is that you would rather repeat 10 times on a skill or content than try 10 skills at the same time.

3. If you want to learn a skill well, you must have three key elements:

First of all, quantity is the foundation, whether it is humor training or sports, there are other skills, such as English learning.

The second is diversity, which is definitely very complicated. The Chinese textbooks we learned when we were young are actually extremely wrong. It only teaches you the central idea and writing characteristics, which is the stupidest learning method. The best way to learn to write is Han Han's method. It's especially complicated to watch too much, and you'll naturally learn it at this time.

The third is extreme. What is extreme? Is that you have to learn top-notch materials. For example, the traditional cross talk is about three turns and four shakes, and a joke has a lot of bedding, but the talk show is even more extreme. The talk show pays attention to telling six jokes in one minute. Of course, if you listen to talk shows, you should also listen to the most advanced ones. Including the training methods and environment are the same, you should pursue the ultimate, for example, the training environment in the emergency department of the hospital is more extreme than that in the general department.

1, the brand has a great role in helping others reduce the choice cost.

1, the brand has a great role in helping others reduce the choice cost.

2. What will happen if you find your goal in life today or tomorrow?

(1) Even if you know exactly what you want, there will still be something more acceptable to the society to seduce you. Always remember to stick to it.

(2) If you persist, you will definitely go through a process of learning to write your own programs, which is painful and long. One day we will be willing to face this process.

The good news is that we are all young. Therefore, it is best to hit the wall with the least cost when there is still enthusiasm and courage.

3. Experience and help others experience, grow and help others grow. Simply put, this goal is that he needs to accomplish these three things in life: experience, growth, and then help others accomplish the first two things.

Before you decide to develop vending machines to sell drinks in the subway, please stand in the subway for a week and see if anyone pays the bill. This truth sounds simple, but I have seen too many entrepreneurs reverse these two steps, including myself.

If you have the relevant ability, but still choose to go it alone from scratch, then you lack the ability to gather the people needed to make a great event-this ability will give you more advantages.

6. Danny Liu agrees that the meaning of education is to teach you how to look at something when you meet it. When you react to this matter, there is always your nature in it. For example, if someone scolds you, you want to scold back, but in this reaction, you will have even a few tenths of a second to think or examine. This interval is the meaning of your education or experience.

7. The potential driving force of brand is innovation. This kind of innovation is brought by 1% people, and in modern words, it is called the creator of "content"; With innovation, you need someone to interact with you and help you spread it, that is, the "community", which accounts for 9% of your audience at most; The remaining 90%, the so-called divers, are the consumers that the brand really wants to serve.

Therefore, each brand can divide its audience into three groups: 1%, 9% and 90%.

1, I think there is a law between this society and the real society that may be right. This law is called conservation. Maybe you want to create something, and then society will give you some rewards, just like action and reaction. I think tossing is what you want to create, and what society you create will give you. Maybe I said this is the only law passed by society.

It doesn't matter whether you want to start a business or not. Use your time to create it.

1, the growth history of flowers also tells us that it seems really reliable to visit and learn from the cattle people.

2. Key words for the rapid growth of cats:

gather

Attitude (As a teacher, you must consider these questions: Can students understand what I am saying? Can students listen? Is it really useful to them? )

focus

circle

Thanksgiving Day

courage

Chicken blood

marketing

3. Li Nan's way of doing things:

First of all, collect industry intelligence as much as possible and understand the perspectives of these intelligence representatives, go deep into the underlying principles to seek reasonable explanations, and then construct the answers to new questions according to these explanations. This is undoubtedly a reasonable methodology to solve problems in new fields.

Second, correctly understand risks. In Li Nan's words, decisions about the future always contain the element of luck, and luck is actually a kind of risk. Risk is not necessarily a bad thing, because in business, the other side of risk is often return.

Finally, great risks need to be borne by an open personality.