Winning at the top design: building an intelligent enterprise and making the enterprise last forever.

when you truly realize your ignorance, you can learn new knowledge, just like a cup full of water, which can no longer hold a drop of water.

Before reading Gao Jianhua's Winning at the Top Design, I seldom or hardly read domestic marketing books. I always feel that there are high-quality management and marketing books in the West, where brands have been born for a hundred years. I didn't expect that Teacher Gao's "Winning at the Top" is not only high-level and well-structured, but also more suitable for China enterprises, and expresses the business philosophy of enterprises in popular language. Not only that, Mr. Gao's simple explanation vividly expresses the methodology of the whole top-level design from strategy to tactics, from macro to micro, from metaphysics to metaphysics. This book is worth reading and rereading for anyone who participates in the business operation in China.

This book has changed my values on management and marketing books in the East and the West. I believe that with the rise of China's economy, not only some China enterprises and brands that have an impact on the world will emerge, but also a number of management and marketing guru with insightful ideas that are in line with China's national conditions will emerge.

Top-level design is a systematic thinking problem. It can be used not only in enterprises, but also in departments, team organizations and even individuals, and can have the thinking of top-level design. Top-level design is the Tao, the root and the philosophical logic behind it. It is to grasp the power of the main contradiction and do anything. Without the thinking of top-level design, you will get twice the result with half the effort.

The next step is to learn and absorb the classics in the book.

Top-level design is to make a systematic plan for the development of the enterprise in the next five years with scientific methodology, that is, according to the principle of starting from the end, based on the understanding of the target market, the grasp of users' needs, and the cognition of the competition pattern, set the management objectives through systematic analysis, describe the ideal and complete products in users' minds clearly, list the key elements and main challenges to achieve the objectives, and foresee the potential problems and risks. So as to allocate resources according to the target area, make up for what is missing, reverse the timetable, form a popular script, and then let each intelligent manager play his role well according to the division of labor in the script.

the purpose of top-level design is to build a smart enterprise and make the enterprise's foundation last forever.

three elements of top-level design: motivation, ability and methodology.

Top-level design includes four levels: entrepreneur transformation, strategy transformation, management system transformation and corporate culture transformation. The transformation of management system can be divided into marketing transformation, R&D transformation, production transformation, operation transformation and organization transformation.

The top-level design of enterprises in China is seriously lacking.

The more successful an enterprise is, the more stubborn it is, and the less willing it is to change itself. As a result, the reason for yesterday's success may become the root of tomorrow's failure.

As the British historian Toynbee said, success is the greatest failure.

Apple's core competitiveness is to build an ecosystem and play a pivotal role in this ecosystem, so as to win without fighting. Similarly, a person should build an ecosystem of his own existence in social organizations and form an embedded link with this system.

top-level design includes: strategic planning and business model design.

what is the strategy?

first,? He is based on the development trend of the industry in the next five years.

second,? Strategy means focus.

third? Strategy is an implementation plan with milestones.

fourth? Strategy is designed for competitors, in order to strengthen themselves and weaken the enemy. Without market segmentation, it is difficult for enterprises to define who their competitors are.

Super-successful enterprises have their own contingency. Even if you master 9% of their success secrets, you won't become a super-successful enterprise, because those 1% secrets are the key to success, but they will never tell others.

top-level design is system planning. Business management starts from business philosophy, with management science in the middle, and finally returns to management philosophy. The top-level design of an enterprise should start with the boss himself, focusing on the change of ideas and consciousness, which belongs to the aspect of management philosophy, then the strategic transformation and the transformation of management system, which belongs to the level of management science, and finally precipitate into the upgrading of corporate culture and return to the level of management philosophy again.

what is the relationship between management philosophy and management science? Only when management science rises can management philosophy have vitality, and only when management philosophy is implemented in management science can it have executive power. Management philosophy discusses why to do it. What does management science discuss? What good does it do?

what is the top-level design?

first,? The thinking logic of looking forward from the back.

second,? The management idea of systematic thinking.

third,? * * * winning strategy driven by altruism.

fourth,? Operation mode of scripted division of labor.

fifth,? The communication method of graphic description.

Six macro elements of top-level design:

Prospective prediction. Look forward from the back. Systematic thinking. Methodological support. Data analysis. Scientific decomposition. (traffic light project)

where does the top-level design start?

enterprise strategic planning. Business model design. Product innovation system. Internal control system. Communication incentive system. Corporate culture construction.

if you believe that the process is correct, the result will be correct. Do things right the first time.

without satisfied employees, there will be no satisfied customers. The core of management is to manage people's hearts, and the goal of management is to achieve goals, not to show one's own desires, understand human nature, understand the pain points and internal needs of employees, and then link the interests of employees with the interests of enterprises and organizations, which is the true meaning of management.

the starting point of top-level design: the transformation of entrepreneurs.

there are four stages in the development of market economy: commodity economy, product economy, service economy and experience economy. Corresponding to the four consumption stages, the demand exceeds the supply stage, the popular consumption stage, the minority consumption stage and the personalized consumption stage.

from self-interest to altruism, the starting point of altruism is product innovation, which brings unique value to customers, not innovation for innovation's sake. If we put solving customer problems first, we will not go astray, and innovation will have practical significance and value.

let the layman guide the expert? Teacher Gao believes that recruiting peers is similar to inbreeding, which will stifle imagination and innovation. Only a layman can be free from the constraints of the framework, dare to think and dare to do it, and will not look back and forth. Enterprises must cherish the intuition of new employees and listen carefully to their feelings, opinions and experiences.

the business strategy is from low-profit operation to high-profit operation. A country wants to conquer the world by first-class products, first-class design, first-class service and first-class experience. The definition of profit-making operation is high gross profit and low net profit.

leadership styles range from militarized management to personalized management. The mode of "follow first, then bring" means to follow employees' thoughts, understand their thoughts, follow them for a period of time, warn employees in time when problems are found, and let employees feel that their bosses really care about themselves and do good for themselves through guidance, just like parents treat their children, so that employees can understand how to do what is best for them. The purpose of guidance is internalization, so that employees can completely convince themselves.

The decision-making mechanism is from perceptual decision-making to systematic decision-making.

before making decisions, we should be democratic, and after making decisions, we should be dictatorial. Methodology of decision-making: SMART principle.

S: the goal is specific and clear. M: Measurable and quantifiable. A: it is operable and realizable. R: implementation and correlation. T: Finish it within the specified time.

when a person has no way out, the problem will be solved.

strategic transformation is the key to enterprise transformation.

think about the future from the height of industrial structure and development trend; Think about products from the depth of customer value and business model; Integrate social resources from the breadth of ecosystem and value chain. Only in this way can we get half a step ahead of our competitors.

elements of business model:

first, define the model of going to market.

second, clear the profit model of the enterprise.

third, clarify the value chain and ecosystem of enterprises.

fourth, clear the value proposition of the enterprise.

fifth, clarify the organizational structure of the enterprise.

sixth, clear the way of enterprise management.

four basic principles of strategic planning. Taking altruism as the benchmark, marketing as the core, competition as the guidance and knowledge as the purpose.

strategic planning is a set of internal and external communication documents, which is used to clearly express the logic of enterprise management, that is, why I succeed and what is the basis for my success.

what is the strategy? Strategy is the logic of achieving goals, and it is not about what to do. But how to do it, that is, how to achieve the goal, what is the phased milestone plan, what are the preconditions and boundary conditions for achieving the goal, and what are the elements of success to achieve the goal of the enterprise? What are the challenges? What are the potential problems and risks in enterprises? How to solve these problems?

seven stages of strategy landing.

1. Market and user analysis.

second, competitor analysis.

third, the ideal complete product description.

fourth, the long-term goals and development direction of the enterprise.

5. Analysis of success factors, challenges, potential problems and risks.

VI. Organizational structure design and financial analysis.

VII. Tactical implementation plan for the first year.

the organizational structure must serve the strategic objectives.

strategy determines organization, organization determines position, and position determines talents. Front-line personnel have the right to evaluate all other personnel, while second-line personnel have the right to evaluate the 345-line personnel, and so on.

organizational structure design must give consideration to efficiency and stability. It is also necessary to reserve enough development space for employees.

five aspects of strategy implementation: human, machine, material, law and environment. People, machinery and equipment, raw materials, methodology, environment.

truly understanding distribution is the primary productive force. Distribute fame and fortune.

If the slogan is shouted too high, no one will really believe it, and it is profit-driven to stimulate vitality.

the allocation of money must be performance-oriented.

Assigning positions must be competency-oriented.

the distribution of benefits must be contribution-oriented.

reputation distribution must be guided by integrity.

time allocation must be efficiency-oriented.

training distribution must be demand-oriented.

don't talk nonsense correctly, but tell the truth effectively.

every manager should know what his subordinates are most concerned about. What do you care about most?

information and knowledge about the marketing department.

if an enterprise wants to improve its competitiveness, it must have a marketing team independent of the sales department. Only in this way can the business model of the enterprise be upgraded from sales promotion to marketing, and the competitiveness of the enterprise can be fundamentally improved, and the initiative and dominance can be grasped. However, strategic planning is the starting point to promote the construction of marketing department.

They have a thorough understanding of human nature and a profound insight into consumer psychology, and they are very clear about China's national conditions.

enterprises should walk on two legs: the sales department and the marketing department.

The four functions of the marketing department:

First, Market development, responsible for discovering future business opportunities. (Staff)

Second,? Product definition, responsible for finding the reasons why products must sell well. (special forces) product strength.

third? Marketing promotion, responsible for effective communication with customers in a cost-saving and labor-saving way. Brand power (air force).

fourth? Channel support, responsible for providing guns and ammunition to sales staff and improving the combat effectiveness of sales teams. Channel power (logistics force).

in order to find business opportunities, the personnel of the marketing department should become industry experts, technical experts and application experts, and their technical level is between R&D personnel and sales personnel.

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