Vision strategies tactics Such thinking architecture

Not long ago, we talked about the thinking architecture of Vision > Strategies > Tactics. Of course, the architecture is the metaphysical thing, to better understand such tools, so that it can really help you in the entrepreneurial process, through the actual case is the common method.

So today, I want to use Google as a familiar example to discuss the practical application of this architecture.

Of course, first to speak in front of a market value of 230 billion U.S. dollars, tens of thousands of employees, business across a number of vertical, the world corner of the enterprise's core, is definitely not a 1,000-word article we can speak clearly. So the point of this article today is not to analyze Google, but to get you to understand the thinking architecture of Vision > Strategies > Tactics through Google. Therefore, in the case of the discussion will be somewhat simplified, please forgive me, as far as possible focus on the study of the structure of learning, rather than on the analysis of Google.

As a business, Google did not put its Vision clearly speak out, only to give everyone its mission, that is, the reasons for the existence of enterprises:

Organize TheWorld ' s information and make it universally accessible and useful

(Global information for all to benefit the public)

In other words, Google believes that as long as it can continue to do a good job, whether in the short, medium and long term, can bring value to the world, but also can continue as a great enterprise.

But as a search engine, Larry Page does have the Vision of Google search clearly said:

understandsexactly what you score and gives your back exactly what your want

(Know exactly what you want to say and give exactly what you need)

Of course, this Vision has not yet reached, so the strategy is long-term betting on research and development, and tactics is through a variety of ways to collect feedback, adjust the algorithm and so on.

At the same time, Googlesearch to be able to maintain the operation, and have the extra money to bet on the r&d, it must be able to long-term from advertisers to earn reasonable profits. So in addition to being a search engine v>s>t,google must also have a v>s>t as an advertising media. And that's the point of our discussion today.

As an advertising media, Google ads is also very accurate to say its Vision:

Help Businessesfind Customers

(Help businesses Find customers)

Simple to say, but actually to help businesses find customers, is extremely difficult and extremely complex things. If done well, Google Ads can make a lot of money, it will be able to support the Google Search Vision, and thus promote the Google Company's Vision. If you do not do well, it is no good to say more before.

The actual strategy of Google Ads can be understood from the customer's value chain to the enterprise. On this point, two years ago, Chris Dixon (Andreessen Horowitz partner, Hunch founder) wrote a fairly good analysis, where I tried to explain it to everyone.

In the Google ads business, from the customer to the enterprise, that is, from the end consumer to the advertisers of this value chain, is probably the following structure:

Consumer → device → operating system → browser → bandwidth → website → advertising → advertising technology → advertising main relationship →$$$ advertising budget

So for Google to help companies find customers more efficiently, it means they have to dominate every aspect of the value chain. If you cannot dominate, at least try to make it a fully competitive market so that other companies cannot dominate. So we can deduce the strategy of Google in every link.

Device: The PC is close to full competition;

Operating systems: not dominant on PCs, so it can increase competition;

Browser: In PC by the gradual dominance;

Bandwidth: Driven by telecoms companies, must promote competition.

Website: General Web site for close to full competition, search by Google-led, the community by Facebook-led, so need to promote competition; on Mobile, APP's world is close to full competition.

Advertising technology: Gradually leading the various aspects of advertising technology.

Advertisers relationship: Small and medium-sized Enterprises, E-commerce Advertising main relationship for Google-led, in the advertising and large brands need to gradually become dominant.

With these strategies in view, when you look at Google's various tactical applications, you can understand the motives behind it, such as the introduction of free Chrome OS to increase the level of competition in the PC-side operating system, and the maintenance of free Android to increase competition on the device; To enhance the competition of browsers, eventually leading to a dominant position, and the introduction of Google + to increase the level of competition in the community, weakening the dominant power of Facebook ... Wait a minute.

This, for example, uses Google's Vision > Strategies > Tactics to explain the layout of an enterprise from top to bottom.

Hopefully such a case will help you understand this way of thinking.