"People-oriented" in Sun Tzu's Art of War

When you see the topic of "people-oriented", you will generally think that it was introduced from the west. China has always been the official leading ideology. In fact, many of our ancient works are permeated with people-oriented thought and people-oriented thought.

For example, in Sun Tzu's Art of War, people-oriented and people-oriented strategic ideas are always implemented. Sun Tzu's Art of War says that the key to success is to be a "prophet", that is, to know each other's situation in advance. "A prophet must get it from others"-information is obtained from people and also from others.

At the beginning of Sun Tzu's Art of War, the discipline put forward the criteria for selecting generals: wisdom, faithfulness, benevolence, courage and strictness, knowing the soldiers in the battle, knowing the enemy in the attack, knowing the facts, and knowing the facts.

This paper focuses on the analysis of the employment viewpoint in Sun Tzu's Art of War, as follows:

First, the criteria for selecting ordinary talents.

Sun Tzu's Art of War puts forward the criteria for selecting general talents at the beginning: "Generals should be wise, trustworthy, benevolent, brave and strict". That is, resourceful, trustworthy, caring for subordinates, brave and decisive, and strict in running the army.

Zhuge Liang once said: "I don't know the military situation of yin and yang in astronomy and geography. Isn't it a mediocre person?" It is doomed to be bad to use such people to lead troops to fight. "A manager who leads the sales team to develop the market is mediocre if he doesn't understand marketing knowledge, local market conditions, corporate strategy, competitors, customers, channels and management. It is also problematic to lead with such managers.

"The Art of War" is about the method of employing people-"So there are many golden drums in the night war and many flags in the day war. Those who are rich in golden drums and flags are the eyes and ears of the people; Since the people are single-minded, the brave cannot advance alone, and the fearful cannot retreat alone. This is also the method of many people. " To manage the team well, we must make them act in unison, be fair and just, manage the system and emphasize implementation.

Sun Tzu's art of war later mentioned "using words to control it, using force to control it" echoed it. Even the combination of leniency and severity, this method of team management is also resistant. "Making it with words" is the Tao, which can win the support of subordinates, and "making it with strength" is the law, which can gain the awe of subordinates. So Sun Wu put forward specific requirements for managers:

(1) rewards and punishments are clear and moderate.

(2) make it with text and use it with force.

(3) Lead by example-"Always teach the people"

At the same time, Sun Wu also put forward another aspect of using the law of the masses, which can make fools' eyes and ears ignorant-let them know only one and not the other. This is the way of employing people. "If you have committed a crime, don't say it; If you are profitable, you will not sue. " This is also the case.

Second, the mistakes that generals are prone to make.

Management confusion is a mistake.

The Art of War puts forward five fatal weaknesses for general managers with different personalities:

1, only know the type of efforts-representative figures Zhang Fei and Guan Yu: foolhardy-trapped and killed.

2, eager for success-representative figures Lu Bu, Yuan Shao-Yi Zhongji

If you think there are too many difficulties, you will lose the battle-you are afraid of death, you will lose the battle.

4, love reputation, it is easy to be slandered and fall into the trap-the representative figure Yue Fei.

5, love subordinates too much, mistakes are not corrected, and work is easy to fall into passivity. If you love your subordinates, but don't restrain them, and your subordinates violate discipline and don't punish them, then they can't be used for fighting, just like spoiled children.

The result of recruiting bad guys is not only the waste of wages paid by enterprises, but also the market investment of individuals in their work. The bigger loss is to delay the fighter plane and even bite back. A piece of mouse excrement spoils a pot of soup, which has a negative impact on enterprises.

Therefore, it should vary from person to person to avoid unnecessary harm and loss to individuals and enterprises due to personal personality defects.

Third, the management of subordinates.

1, first of all, the post setting should be reasonable. Set as needed, clear job responsibilities.

2. Setting goals varies from person to person. The new salesperson is still full of energy in the first few months. If the goal is too high, there has been no achievement, and you can't attack for a long time. After half a year, you will slowly slack off and start to muddle along. In other words, the high momentum is the truth, and then it declines, and all three are exhausted. Therefore, it is necessary to set goals for the sales staff in stages, and the goals of each stage should make him jump up and reach. Don't set the goal unattainable, which is not conducive to their personal development and is not good for the enterprise.

3. Sun Tzu's Art of War said: Mourning soldiers will fail, and disturbing the morale of the army is a taboo for military strategists. Some middle-level leaders often don't shy away from their subordinates, complaining in front of them (perhaps his original intention is also good for the enterprise), complaining about how bad the enterprise or the leader is, and how the enterprise is not as good as the competitors. Over time, subordinates began to complain constantly, and even the improvement of employees' welfare by enterprises would bring inconvenience to complaints. It makes subordinates lack the sense of identity and confidence in the strength of the enterprise. In the process of confrontation with competitors, I was timid and didn't act, so I was defeated first in thought and momentum. The final result can be imagined.

4, in-depth specialization

(1) The enterprise recruits from the place where it is located and then sends it abroad. Compared with local people, they are more dedicated and loyal, which is what Sun Tzu said in the Art of War-going deep into the hinterland;

(2) Local personnel are familiar with the local situation, business and customers, so they can avoid detours, which is what Sun Tzu said in the Art of War-the soldiers of local township guidance;

(3) Therefore, enterprises should adopt the management of "going deep into the hinterland" and recruit the marketing strategy of "local township guides" as consultants, which will have both the loyalty of expatriates and the familiarity of local people, and will certainly achieve better results. At present, many well-known domestic enterprises do just that. Such as Haier, Tsingtao Brewery and Hisense. The top 100 enterprises in the world also adopted this strategy when they entered China. The top managers are basically foreigners sent to China, and then vice presidents or directors and regional managers are recruited in China.

(4) Many enterprises only recruit employees locally in the sales area. Although most of them are familiar with the local environment and the market starts quickly, they are often risky, such as part-time, private use of public funds, fake delivery, collusion with merchants or customers, corruption, jobbery, fraud, etc., which are frequently reported in newspapers and deserve the vigilance and reference of enterprises.

5, can be a fool's eyes and ears, let it be ignorant-let it only know one, not the other. This is the way of employing people. "If you have committed a crime, don't say it; If you are profitable, you will not sue. " So is fearless ignorance.

6, handsome with the period, such as climbing the ladder: assigning work to subordinates and giving tasks, just like letting him climb the ladder and cut off the back road, he can cross the rubicon and make the last stop. This method is also tried and tested.

7. More soldiers and less soldiers: The more salespeople, the better, but the more the better. Not to mention the situation of winning more with less (there are few primary schools in Japan, but we continued the war of resistance for eight years).

8. "If you can't give a reward, you can't make a decree. If you commit a crime in the three armed forces, you can set up one person." -if you want to make a big breakthrough, you must make a breakthrough on the basis of daily system management, reward you for breaking through the system, and there will be brave people under the reward. Especially for important and urgent tasks, we should fully mobilize the enthusiasm and potential of personnel and maximize their potential.

Fourth, the management of insiders and related persons.

Sun Tzu's Art of War puts forward that the most common and effective way to "know each other" is to use space. Fortresses are the easiest to break from the inside-this is the main reason for using them. Use the room, which is what we often say now, to find relationships, develop relationships and develop insiders. Sun Tzu's Art of War also believes that using a house is not something to hide:

As the saying goes, shopping malls are like battlefields. "Wars are never won by noble means."

Before becoming prime minister of Shang Dynasty, Zhiyi was an official of Xia Dynasty. Before the Zhou Dynasty, Jiang Ziya was also the prime minister of Shang Dynasty-"being wise as a teacher".

Being able to use people with high IQ as insiders is bound to achieve great success.

1, insider and "related party" management. In order to become a "prophet" and get more information in advance, many enterprises develop "insiders" or "related persons" for their customers and competitors. However, how to manage these people, Sun Tzu's Art of War still has a set:

Such people must be trustworthy and loyal. If they want to remain loyal, they should be close to him and make him feel that he is an entrepreneur.

In order not to defect, it must be rewarded;

In order to protect the safety of insiders, their identities must be kept secret, and generally single-line vertical contact is adopted.

2. Sun Tzu's Art of War also puts forward a set of methods for competitors to use:

Between-bribing ordinary employees of competitors as insiders;

Inner room-bribing the middle and high-level opponents as insiders;

Between students-send someone undercover;

Side by side-develop related parties from merchants, government agencies, commercial platforms, customers and related units;

Lure competitors by real recruitment or false recruitment;

Anti-espionage-buying spies sent by competitors to our unit for our use;

General construction-collect opponent information through investigation, interview and media;

Darkroom-obtaining information by some unconventional means, such as eavesdropping, shooting, tracking, cracking the other party's website or information, threats, etc.

Alienation-creates conflicts between competitors, enterprises and customers.

3. Sun Tzu's Art of War also puts forward a set of methods different from competitors for customers:

Reason-using ordinary employees of customers as insiders;

Internal-using customer decision makers or related personnel as internal personnel;

Side by side-develop internal links from enterprises, government agencies, platforms, NGOs and competitors;

Alienation-creating conflicts between customers and competitors;

Lure House-Fame, Golden House, Yan Ruyu

Power room-the repression of superior leaders

Friend-friend introduction

Folk-mobilizing grassroots personnel to reflect problems from the bottom up;

General construction-collect opponent information through investigation, interview and media;

Darkroom-obtaining information by some unconventional means, such as eavesdropping, shooting, tracking, cracking the other party's website or information, threats, etc.

According to my reading notes on Sun Tzu's Art of War, I haven't had time to add some cases, so I'll fill them later. But I believe that if people, especially marketers, are managed in this way, there will be no small gain.