The laws of the three major product boundaries

We all know that the great Newton has the first second and third law, but it is the law of the physical world. But in fact there is also the first and second third law in the product world. The first law of product: starting point and ending point--innovation creation begins with value creation, and finally entropy increases and dies, although it can be postponed through self-organization. The second law: there is me and no me--all the original creation of the landing carrier are products, the product essence is the projection of the ego, then create value for customers is to realize self-worth, the third law: Noble and Savage-design and implementation is two space-time, so must "by thunderbolt means, obvious yearned", To be a noble savage.

The first law: the starting point and the end point-creation of innovation begins with value creation, and finally entropy increases and dies, although we can postpone it by self-organization

"Innovation creates great products, and for everything else, that's second place." "Of course, it's great to make money, that's how it works, but we're motivated by creating products, not profits," says Mr Jobs. If we put the cart before the horse as a target, it's a subtle difference, but the result affects everything in the company: who you hire, who you promote, what you discuss at the meeting ... From the history of Apple's hiring of John, the CEO of sales, to be almost bankrupt, it is clear why IBM and Microsoft have declined, and they have focused on salespeople after they have created themselves as leaders in some areas through innovation. Because they are the people who rewrite the profits, and the innovative people are no longer so important, and finally sold to the company managers, such as Akers IBM into the brink of bankruptcy in 1992, Microsoft's current CEO Ballmer. I think Microsoft will not be able to take the helm of those who don't know anything about the product. ”

Traditionally, we think that the purpose of a business is to make money, or to maximize the shareholder's interests by product, and that the purpose of life is to eat the same. Drucker, a management professor, believes that profit is not the purpose of an enterprise, but the result of business. The sole purpose of the enterprise is to create customers, the customer decides what the enterprise is, determines what the enterprise produces, determines the good or bad performance of the enterprise. Because the customer's demand is always potentially difficult to test, the enterprise needs product as the carrier to stimulate customer demand, and because the customer's demand is free and change, so the enterprise must innovate and create products continuously.

Conclusion: The way of innovation creation is to create value for customers with product as carrier, which is the value of the road.

The first day I went to work at Microsoft Headquarters was the inauguration of a new employee, General will arrange a vice president to speak, that day do not know why Bill Gates came, saw us more than 10 people, he chatted with us, chatted about their own year to create Microsoft, "Let the computer occupy each desktop" dream, chatted about the present competition pattern and the challenge, Talking about the vision of the future in his eyes, during which we interactive questions and answers, he inspired us to focus on the full power of life to create great products, promote human progress, let short life full of passion. I went to the United States in the 90 to study when the two books on the road, one is their favorite "Tang and song ci qu 300 first Edition", one is the gates of the road of the future. Real and a generation of great man face to eye, make me excited unceasingly, his final inspiration is afraid or forget.

In fact, the great men are, as Jobs's "Live is to change the world", such as Hewlett Packard founder David Packard on why to run a company, "a group of people come together in the form of a company in order to collectively achieve a personal strength can not achieve a career, to contribute to the community." Notice that some people are only interested in making a profit, but for most people, the real motivation behind it is the desire to do things and the desire to do something worthwhile. Therefore, the real purpose of HP's existence is to provide the public with something unique and useful, thus contributing to society. ”

The essence of life cycle is entropy increase and antagonism entropy increase

"If there is only one global enterprise in China, it must be Huawei," the Japanese management scientists predicted. "2011, the online emergence of who you will be abandoned--Huawei's top ten problems of internal friction": the very Thick of the department wall; As a father "bureaucracy; a sickening culture; business design divided by rights and responsibilities; centralized and inefficient organizational design; The core values hanging on the wall; words will be called Marxist dogmatism; the portentous spirit.

The change path of general Enterprise is as follows: At the beginning, a piece of white paper can draw the most beautiful patterns, enterprises seize the opportunity to create a competitive advantage after doing strong and bigger, the scale is gradually long, outstanding looming, but complacent arrogance, bureaucracy, sectarian suspicion, competitive myopia, competitiveness path dependence, such as cancerous in the corporate body spread.

An organization is examined from a space-time perspective.

Dimension of space. First look at the leader, entrepreneurial success to obtain authority, authority and personal binding cause instability, in his side will unconsciously form the power ecological circle, those for the realization of their own survival logic of the people attached to the "Hundred Hundred hearts of slander hoereditatem, cover two eyes two of wisdom", Han Fei zi solution, benefits. Re-control: Portrait As a superior to the subordinate authority, more worried, less upset; Horizontal such as department responsibility and its synergy, three regardless of the area how to do; bureaucratic expansion makes bureaucracy inevitable; any organization with two capable people will have sects, how to keep them from each other, supervision mechanism is regular or temporary, independent or subordinate.

The Time dimension. In the organization of generational alternation, authoritative inheritance will make the system bumpy, such as rich but three generations of statistical law, the "Throne" inherited the bloody, and even the old minister and the new master will be transferred.

All of this follows the most essential thermodynamic second law of the Universe (the Law of entropy), that is, the heat energy in a closed system can only flow from a High-temperature object to a Cryogenic object, where the temperature is the same, and the entropy is the highest, and entropy is a measure of the sum of energy that can no longer To the social body, the definition of generalized entropy is the degree of uncertainty about the state of things, so the positive entropy (which can be used as negative energy) is generalized degeneration, which indicates the disorder of the system, and negative entropy (positive energy) is generalized evolution, indicating order degree. As shown in Figure 1-1, closed systems tend to automatically become chaotic and thus increase negative energy.

From the point of view of system theory, creative creation is designed and implemented by people, and people are organized, products in the personal or enterprise organization system, enterprises in the industry system, the industry in the national economic system, the economic system in a country or globalization system, the latter is part of human society, human society is part of the Earth, The earth is part of the universe, and the total entropy of the universe is growing relentlessly, after 5 billion years of the universe, it is expected that in another 10 billion years will reach the maximum entropy-hot silence, which is the cosmic death, so the system of entropy increase theory, from the treatment of the organization from the society isolated in a period of time and space conditions, That is, enterprises tend to chaos and disorder, efficiency and decline.

Chinese and American Enterprise Life statistics: SME China 2.5 years, the United States is less than 7 years, big Enterprise China 78, the United States is less than 40, the average annual collapse of China 1 million, the United States 100,000. Even though the top 18 companies in the world's best companies have remained outstanding for 1950-1990 years, after entering 21st century, 12 have fallen below the Dow Jones Industrial Average, with Disney, Motorola, Ford, North Pass, Sony and HP all in serious danger.

The nature of life cycle is the increase of entropy and the antagonism of entropy. The human nature of the indolent, the so-called rowing, the root cause of the rise is entropy, we from small to large is through the open self-organization-set goals, tough implementation, diligent learning, hard practice to counter the increase in entropy. And all the success is the negative entropy is greater than the positive entropy of the organization, orderly success, but the system aging, chaotic disorder is the inevitable life. From the perspective of human history, all success is the weather, geographical location, people and many other factors caused by the mutation, so all the success is accidental coincidence, so can not replicate, and failure is inevitable, no product does not fail, not a business does not fail, not a dynasty not perish ...

Long-term green is a pseudo proposition, but it can through the self-organization dissipation structure to let the enterprise in the longest period of time outstanding or through the leather and Phoenix Nirvana.

"One yin and one yang", it began in the creation of innovation, and finally the decay of entropy, after the death and then through the creation of the Phoenix Nirvana, the formation of yin and Yang Circuit, "the successor of Good also, into the sex also", Cheng-yan.

The second law: there is me and without me--all innovation to create the landing carrier is the product, product essence is the projection of the ego, to create value for customers is to realize self-worth

Value elevation is an objective result, and the subjective motivation for this result may be varied, such as:

Based on interest-Adam Smith: The pursuit of interests is the only impetus for people to engage in economic activities

Based on fame-Adler: the desire to pursue dignitaries is the most powerful force in people's hearts

Based on recognition-William: The first principle of human nature is the desire to be admired

Based on interest-jobs: success is doing what is most interesting to you, and making it the ultimate

Based on dreams-gates: Make every desktop, every family have a computer

In fact, in addition to a few are interested in hobbies, most of the primary motivation is to survive or make money, but with the cause of the improvement and ability of the growth of a higher life to pursue, thus gradually complete the ego beyond. Lao Zi A language essay: "Will want to take, must first with it." "An intrinsic, subjective, and self-worth strong growing demand combination drives external, objective customer value creation, making creative creators always move between" me "and" No Me ".

Consumer Perspective

Why do consumers buy our products? For a single purchase of space or time, consumers are not necessarily aware of their motives to buy, or just a herd, or just an impulse, but when we go to the time limit, the consumer's life to buy all products placed together, We can clearly outline the way of life in a statistical sense, at this time, the single product is a component of its lifestyle, he is aware of the product function or symbolic meaning and the similarity of their own personality or the compatibility of their own interests determines his choice of products, that is, you are your consumption. In other words, the customer buys the product value, the product effect satisfaction is the overall experience which the product is the consumer ego identity, is the consumer ego projection.

Literature and art products are the same. When we read and watch movies, and experience the emotions of the characters in books or movies, we are actually experiencing our feelings. In my every few years to recall the "Shawshank Redemption" as an example, Chinese watercress and the global IMDB are ranked it the greatest film. When the fear of human nature makes you a prisoner, and when each of us is imprisoned in the prison of the freedom of the mind, it is only by faith that we can make you face the fear;

Producer Angle

When I was at the University of Washington, I invited Steven Sinofsky, the head of Microsoft's office, to give us a lecture on the ten Lessons of Office products, one of which was "the have focus." Have a vision. Good products to focus on, the great product has a vision, that is, focus on meeting the needs of users, solve the problem of the user is a good product, and only set the vision, leading the trend, create demand for the product can be great. My understanding is that the former producers are venting themselves, to my "no I" and consumers "have me" butt, and the latter is the producer to my "have me" to lead consumers, so that consumers eventually "without me" and follow suit. The former "unto, impose", the latter "have their own desires, the people."

In Jobs ' eyes, satisfying demand is mediocre, leading the demand side is the master's way. He routinely quotes hockey star Gretzky as saying, "Go in the direction of the ice hockey game, not where it is now." "The most important thing about a great product is insight into a forward-looking vision that allows our products to create or change a lifestyle."

Compare Apple ipod with Microsoft Zune

Apple launched its ipod music player in October 2001 and launched its itunes online store in April 2003, with two brilliant unveiling. To build on it, Apple launched its January 2004 Super Small ipod mini,2005 year January to launch its support for a random-playing ipod Shuffle. Microsoft declared war in November 2006 and launched the Zune. For years, the company has never been more than 5%, while Apple is close to 80%.

Jobs bluntly pointed to the root cause: "Because people in Microsoft don't love music and art as much as we do." We won because we loved music from the bottom of our hearts. We make ipods for ourselves. When you do something for yourself, for your family, or for your friends, you don't give up, but if you don't love it, you're not going to take one step more, and you won't be willing to work overtime on weekends. ”

Mr Jobs's words confirmed the Lebanese poet Gibran's assertion that "life is indeed dark, unless there is desire, all desires are blind, unless there is knowledge, and all knowledge is vain unless there is work, and all work is empty unless there is love, and when you work with love, you are with yourself, with others, Together with God. ”

To create value for customers is to realize self-worth. Because in any case, people start from the ego. The philosopher Holbach, "a man cannot be separated from himself for a moment in his own life." Man loves only himself in the object of his love, and the attachment of man to other beings of his kind is based only on his own love, and if he completely put aside himself, then all the power of attachment to others disappears. "Therefore, the intrinsic essence of creative creation is a strong narcissistic self-love, or a strong desire for self attachment and the realization of the value of self life, and as a result of the product, all branded the producer self, or the product is the projection of the producer ego."

Finally, I define innovation to create three levels: "Small" as a good product, "in the" Open schools, "big into" to create a new field. such as Motorola invented mobile phones, create mobile communications, but also open the school of analog communications, Nokia access to create a school of 2G digital Communications, Qualcomm create a 3G genre, MediaTek Chuang Shanzhai genre, jobs with the iphone "reinvent the phone", creating a mobile phone as a mobile Internet information terminal genre.

China's greatest literary critic, the late Ming and early Qing Jin-tan comments Literature Products list for the six wit book, my interpretation is based on the field and schools as the line: Qu Yuan "Li Sao" first opened the field of Chinese literature ("Book of songs" is not personal creation), the son of the most "Zhuangzi", historian of the most "historical records", the most of Du Fu's works, the most opera " The Romance of the West Chamber, the most novel is the Water Margin. Of course I see the last I was anxious for the ancients, regret that he died in the past hundred years can not be suppressed to the "dream of Red Mansions" published.

The third law: Noble and Savage-design and implementation is two space-time, must "by thunderbolt means, show yearned", become noble Barbarians

The General Assembly of the mice, how the brain storm to fight the cat, we build words and suggestions, a mouse flash coup, way, "Hang the bell in the cat's neck, a walk on the rattle." "The Rat exultation, all praised for the great glorious Right innovation design." A little mouse timidly asked, "Who's going to hang the bell?"

Design and implementation is the two big space-time-design is yearned, idealism, is to keep human nature, need noble. Because the product namely the character, the person's value orientation, the realm grade decided its vision vision, the thought pattern, thus decided the product pattern the superiority. But the implementation is the Thunderbolt means, is the realism, is the reverse takes the human nature, needs the savage, because implements in the face is the human nature greed, the power desire, avoids the profit and the quick success.

I bought the first book in Peking University is "hazy anthology", because the first sentence is the poet North "despicable is despicable pass, Noble is the epitaph of noble", I am very impressed. 2002 University of Microsoft alumni more than 50 people in my home to party, I invited a University of Washington, a sister to be a guest, and then know that she is Mrs. North. 2003 We also graduated, North to Seattle to attend the commencement ceremony, dinner at night, I said this is wrong, because the noble and despicable is one of the two sides.

Zeng Guofan As an example, he set himself "imitate Worthies, Shinching". During the mourning of the Taiping Heavenly Kingdom Revolution in 1851, when his mother passed back to his hometown of Hunan, the Qing government had no funds to support it. With the donation from the local rich gentry to start the money out of the Hunan Army, in order to maintain the operation of the organization, Zeng Shang, in 1853, created a gold-deposit service, that is, to the passing merchants to collect 0.1% of the provincial trade volume of the bridge, road tolls, the war zone is China's richest and most commercial activities are also the most developed areas, a solution to the financial problems 1861 to promote the country. I read 1890-1900 years of government earnings, in 89,000,002 of Silver's total income, 12 million, after 25.89 million of the land tax, 21.48 million of foreign tariffs, 12.6 million of the salt, ranked fourth-largest tax.

Zeng Guofan is recognized by later generations and Confucius, Wang Yangming tied to the history of the country's only three of the three immortal saints, the equivalent of this innovation to support their career life. In fact, the road to success hardships, he concluded, "Over the years, and the thief and the war is 10 of the three or four, and the secular grammar war is tantamount to 10 five or six." In his life, he succeeded in bringing the noble and Savage Yin and yang together.

Zong and contingency: The early years are Confucius Meng Qing, a man cynical, conceited, work pure just to fierce, means single, and thus experienced setbacks. People to the middle-aged, only the smooth and soft to pass through the AI, only the filth can mobilize all parties, then become old Zhuang believers, inclusive ugly, wooing comfort, finally "gradually mellow wind, no recovery of the gas".

Sincerity and hypocrisy: once with sincerity, all things in good faith treatment. "Mortal to False, I sincerely to, long, then the false people also tend to be honest." "On the other hand, to TSO, for example, his life against Zeng Guofan, chase sarcastic blow, the end is Mozi, has not yet a lifetime, quotations" to a ' show ' word.

Clean and dirty: There has never been a record of public funds pocketed, life is frugal, on the other hand, and strongly adhere to the rules: go out to visit every day Outback wine, every year to mandarins send charcoal to pay, for reimbursement convenience to the department to send the ministry fee. In order to support these expenses, has since built the Treasury, the source for the salt transportation of the smuggling charges, Shanghai, Huaibei and other customs sent to the public funds.

The United States, too. Mr Jobs's value was "living to change the world," but its implementation was relentless. Deutschman, author of Steve Jobs comeback, says he is synonymous with the entire Silicon Valley culture, which combines the essence of the innovative entrepreneurial spirit of Silicon Valley: Positive and evil, genius and evil, a gentleman and tyrant, a sense of mission and utility, and these contradictions are inseparable in him.

"All companies can make perfect models, but they rarely make good products, because the implementation of technology, design and other departments will be" do not "as a result of shrinking processing, then need an iron fist to" no "into ' yes '. He asked his employees to make the most of their demands. Employees recalled that he had asked to design a product without any metal screws, because the difficulty is too great, the results still see the metal, he was furious, ordered to rework immediately. No matter how reasonable the employee's advice is, no deviation is allowed, no matter how the team complains. Those who have a strong sense of self-esteem, hard to endure his irritability and picky, so that there is a saying, "No one can cooperate with him more than once." "In his cooperation, many people do not immediately understand and agree with their requirements, but they admit that his pressure to make them more than their ability to produce products."

In short, design and implementation is two time and space, the creators of innovation should combine noble and savage Yin and yang into their overall character, become "noble barbarians", or realistic idealists--not only to pursue the goal of profit, but also to pursue profits in a pragmatic manner; Not only the core business of sound management, but also boldly try the wrong new opportunities, not only for future long-term investment, but also day-to-day operation of short-term returns.

If there is no nobility, no idealism, no child-like nature, no empathy for the humanities, no new things, the environmental changes curious keen response ability, you will not be filled with blood, Top Gun, continue to surpass themselves, create value for customers, even after the success of the future to continue to challenge; , no realism, no thunderbolt means, do not Ogoto, abide by the unfading without elasticity, it is impossible to spend every today, can only become the eternal solitary case of the only for posterity, Chodo furnishings for the moral perfect. His fellow academic master Li Zhi commented, "Hariu old age grass, can aoshuang snow, but can not fill the pillars." ”

The above article selected from the "half-face innovation-practitioners of innovation to win the road," Author: Zhouhong Machinery Industry Publishing House