On the innovation and hidden trouble of millet pattern from the view of "participation sense"

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Reading: It is undeniable that the millet pattern is one of the biggest innovations seen in recent years, and that it is mindless to face such achievements without discovering the value of the subsequent, and thinking that it solves all problems. There is always a kind of iron, a law, a certainty, it does not change the half points of personal preferences, when you deviate from it, it will be painful to let you recognize its existence.

Li Vanchang's "sense of participation" is a very sincere book, it gives people a more real understanding of the millet model. It is undeniable that the millet pattern is one of the biggest innovations seen in recent years, and it is unwise to face such a result without discovering the value behind it, and think it can solve all the problems. There is always a kind of iron, a law, a certainty, it does not change the half points of personal preferences, when you deviate from it, it will be painful to let you recognize its existence. The success or failure of the public's attention is merely an accident under this rule. In this article, want to do some discussion is the Millet model reflects the innovation and worries. What needs to be clarified is that this article is concerned about the millet model, not millet this company, but because Millet is the first practitioner of this model, it is true and can not be completely separated.

Characteristics and innovation of millet pattern

I wrote a series of articles on Internet thinking before (see: The core of Internet thinking: Seize the commanding heights of the consciousness space, the wrong dimension competition: how to avoid falling into the Red Sea deadlock?, SNS2.0: Defeat micro-letters with a sense of belonging) once mentioned that the Internet has made the separation of consciousness and reality more So that people can achieve the same success in reality by taking decisive advantage in the consciousness space and further interfering with reality. And the consciousness of this thing has a reflexive (Soros) shanyou in the Internet thinking when the use of the Mandelbrot set (Debo set: z=z^2 C) can also be used to describe this thing, when a group of iron powder appeared, and firmly believe that millet products are good, it is equal to give Z value. and constant positive feedback, which increases Z's speed, makes it extremely quick to win in the consciousness space. The amazing thing here is that I wrote these articles basically in the "sense of participation" before the coming out, but the "sense of participation" in this book can be well embedded in the above three articles put up the frame of mind inside. But the article is more macro-like strategy, and the sense of participation is a part of the refinement more like tactics.

It is not difficult to recognize the nature of Internet thinking, but in reality it is only millet. From the "sense of participation" this book can be seen, lei seven words to the specific poster should be what kind of people organization structure Millet is out of an alternative and specific road. For example: Millet personnel organization is three-storey structure, weakening KPI, in order to strengthen the sense of participation to create a very distinctive millet home, the establishment of community and fans active interaction, to create attractive products and to a very high cost-performance to let everyone scream. All of these services to create a sense of participation, the participation of the feeling of goodwill up to the possibility of word-of-mouth spread. and a certain scale of word-of-mouth communication in fact will form an invisible torrent of information on the Internet, spread to all corners, this is the positive feedback said above, and this information flood hit the place is millet in the reality of the market map.

Some people always say that the millet cottage Apple, this is extremely wrong, for Apple, the product itself is the purpose, and for millet, the product is to achieve a sense of participation means. This is a model that can be tied to each other. The extreme talk of millet seems to be in addition to production and other mobile phone manufacturers, other practices are almost entirely new.

Really want to learn millet, simple imitation of a practice is useless, at least to do two points: first, realize that the key to the Internet thinking is to seize the commanding heights in the consciousness space; the second is your organizational structure, human characteristics, and working methods to match this. In these two points on the millet are out of their own way, this is the innovation of millet mode, more details you can read the "sense of participation" this book. Because the book is more detailed, in the innovation point will no longer expand, but will mainly talk about its worries. But that doesn't mean I'm denying the pattern.

The hidden trouble of millet pattern

The community, product and organizational structure of the Millet model is an organic whole, for example, with a fever, scream as the basic guide to build products, create a community based on products, rely on flexible organizational structure to absorb nutrients from the community to further improve products and organize attractive activities in order to continuously expand the community, this is a continuous feedback loop, As a result, it will show the sense of participation, the promotion of loyalty, the enlargement of market share and so on.

Because this is a loop of continuous feedback, the stagnation or rupture of any link can lead to stagnation and collapse of the entire model.

The first link that may be problematic is the community itself. The basic driving force to form the community is actually a kind of emotional power, not rationality, if China is all my kind of death rational faction, millet mode is not get up. Lei said that Millet is a cultural company, online someone said that the brain remnants of the world's deep meaning and this figured. But the emotion this thing actually is many levels, sees the star to be beautiful likes is one level, the pious religious emotion is another level. The former is in fact easily because of the borderless nature of the desire to cause aesthetic fatigue and then over gas, so the star always have to think of a lot of ways to fight out a bit. Millet chose a fever, screaming point of entry is actually more like the star route rather than the religious route. After choosing this, you must deal with the challenges of fever and screaming, which means continuing to make a fever and scream. Once the organization abandons its mission, it starts to crumble, and so does the community. Millet must find ways to maintain the beginner of fever and scream, otherwise the community will lose the foundation of survival.

So the question arises, can the continuous product of millet continue to make people scream and fever? If not, it will present a pattern of rapid prosperity-destruction common in the stock market.

This is governed by two key factors, one is the supply of technology and the other is the creative capacity of the organization.

From the point of view of technology supply, this is pessimistic.

Recall the development of windows, you can well understand this matter.

Windows95 relative to Dos 6.22 and Windows3.1 is a dramatic change, so everyone remembers this product, Windows95 to Windows XP is a huge change so people also remember it, But the rest of the changes in Windows are not so impressive as to make a slight improvement. This needs to be viewed from the user's perspective, not from Microsoft's perspective. Because if you're rational, you can actually find windows in terms of performance, security, but from a user's point of view, the change is different from the level of change described above. For example, when the Windows8 to the Start menu is not already the maximum level of change.

Millet is the same, millet just a show depends on the mode of innovation cost-effective is really shocking, but the more sustained this kind of shocking changes will be less, to later likely and windows, a variety of changes reflected in the MIUI ease of use of the gradual improvement. Although the actual flat light is true, but from the perspective of people like to enhance the sense of participation, the level of change is extremely detrimental to the millet model, especially the community part of the insipid is likely to be like a chronic poison.

This is not a company's problem, its root cause is that consciousness is always easy to run faster than the reality, the main cultural feelings, and is not purely based on bits of products (such as games), the expectation and reality is easy to open the gap. A person's desires can quickly swell to have the whole world, but the ability in reality is impossible to match this expansion speed.

An easy way to solve this problem is to expand the product line and not enough technology on the phone to replace the props with other things, such as TV, routers, hand rings, etc. to repeat your success on the phone. This may alleviate the problem to some extent, but it may actually deepen the contradictions. The reason is simple, if the purpose is to achieve a scream such a goal is to get rid of the engine, but in order to solve the short-term problem is always on the car shell, it is actually not conducive to the problem.

What is more frightening is that there is a deep conflict of value orientation behind it. We need to know that die knock products or technology and Word-of-mouth marketing the spirit of the need is very different. Rapid expansion of the product line from the marketing point of view is the desired result, because you can replicate the same model to expand the scale, but not conducive to making fundamental changes in the product, the image point is that if you recognize Apple and its own 4-5 years of difference, it is not conducive to reducing this gap. The balance between these two values is actually very difficult, jobs was supposed to be two, so he said that salespeople such as Mr. Ballmer would actually ruin a company, but in the millet model it was a requirement for both the product and the marketing because they were an organic whole, a challenge that jobs never solved.

Tolstoy wrote a small story that later became known as the "Honey Story" by Huang Yi, who said that a traveler was traveling in the desert. Suddenly, a group of hungry wolves came after him. He was amazed and bolted for life. When the hungry Wolf looked to catch up, he saw a Buzhi in front of the well, so he desperate jump down. Millet mode is equal to require this person to run fast, but also long strong. This is certainly very difficult, I hope lei they can solve this problem, for everyone to provide more reference.

The second point of concern is the structure of the Organization.

Millet mode in order to maintain the heat of the community need to keep a variety of things out, this on the MIUI performance for 100,000 people development model and weekly iterations, in marketing on the performance of the various activities of rice noodles. And in order to let these high-frequency occurrence of various things can have good results, it requires internal staff input and flexible response. So millet to the organizational structure has also been innovative, the organizational structure into three layers: partners, core managers, general staff, while weakening KPIs. This organization is undoubtedly very flexible, the traditional pyramid structure does not really support the millet model.

But the organisational approach may also make it more acute for a conflict that has long been in the High-tech industry.

High-tech industry workers are often the work of thinking activities, you can not clear the amount of good or bad, but when the distribution of benefits people always desire a relatively fair, in the millet model because of the complete rule of man, that ensure that the responsibility of fairness in the partners and the core director. This matter is very dangerous and troublesome, because mankind has not solved the problem so far. The greater the size of the company, the more complex things are, the more dangerous it is. No one can guarantee absolute fairness, fairness itself is like a belief, the KPI carries this belief. People complain about a lot of KPIs, the more critical reason is likely to feel that it is not fair enough, the millet model to replace the role of the KPI, this will lead to the people complained about the target party, but the KPI's complaint is explicit, and the complaint is implicit. The degree of complaint depends on the quality of the partner and the core supervisor, the quality of which is not just the ability, but also the common sense of the times.

In order to deal with various changes at high speed, the millet model is inherently easy to compare hard, more difficult to breed discontent. In the smooth development of the company, everyone can be divided into the benefits of growth, contradictions can be hedged off part of the performance is not obvious, but once the growth of the bottleneck, people will be more care about the relative fairness, then it is dangerous. Millet model with people too tight, so not suitable for internationalization, or when the internationalization will lose some of their advantages, at the same time due to their own high-speed growth, to achieve a certain share, the growth rate in the domestic market should be slowed down, then will test the team.

Concluding

Now a more bizarre thing is that the criticism is all kinds of black, but all the good is to be bought. So I write an article that said good also say bad to see what effect, do not know will become bought black.

We are in a time when there are many new realities worth thinking about, and finding their answers is much more interesting than the black stuff. For example: If disruptive innovation is jumping, how do you find disruptive innovation? For example, if a KPI loses its effectiveness, how do you organize a large company? Internet thinking is subversive, but what are the limits of practical application?

This attempt is the rational point of view of the recent years the most fire of millet mode.