Stop using the Internet thinking clerical.

In early 2013, I and the team on behalf of Ziyang partner Design, has proposed "change" under the mobile internet era, and do a lot of research and analysis, and ultimately in our Customer program implementation and practice. This year, there is a buzz--internet thinking, a plausible truth that spreads like a plague, and is a driving force to encourage entrepreneurs and the transition to go forward.

For a time, the name of Lei June every day in the circle of friends, about the "focus, extreme, word of mouth, fast" four entrepreneurial secrets are regarded as classic. Today, at the end of the 2014 boom, I couldn't bear to write this diary, to express my attitude, to question the proposition of this rotten street.

The meaning of Internet thinking is to quickly get rich thinking.

There has never been a more jubilant time than we are today, as if one night, internet thinking has spread like a virus. Imitation of the cell phone, bad pancakes, covered with vinegar sell beef brisket, was held up to do curriculum, sell feelings of the hammer, around everyone is talking about entrepreneurship, talk about vertical products, talk about subversion, talk about financing, talk about the internet thinking, talk about the extreme, as if the world suddenly become bloody, people collective kneeling lick Big V, worship, Wondering about changing the world.

A friend said well, the meaning of Internet thinking is to quickly get rich thinking. The people around me who are sticking to the design are beginning to doubt themselves, and the things that have been holding on for 10 of years suddenly become suspicious, so they begin to think of another way, trying or talking, trying to find a business model of getting rich overnight; a product that does not know how to create value and see the future ; a mobile Internet portal; a product that would subvert the bat's lifestyle and redefine the world. They have a common feature--all of them as jobs, like the hippies who came from Silicon Valley.

They think that Steve Jobs is disruptive innovation, but perhaps people have forgotten how many setbacks Apple has experienced since the 70 's, and has completed truly cumulative innovation. In our case, a phone brand by imitation began to become an idol, if it is not shameful to rely on imitation, but there is no need to be held on the altar, those who do not need Xiaomi mobile phone people are also advocating the concept of millet, this is not the media mouthpiece is what. Samsung never mention the concept, do not tell the story, do not hype the boss himself, do a solid product, how no one hanging in the mouth? Because Samsung's solid learning does not come.

Mobile connectivity is only the third technological revolution in 100 years.

Mobile interconnection is only the third technological revolution in 100 years, and we all know that technology is driving the world forward (sadly, art, literature, philosophy has long stalled, technology and art seems to be a paradox, when we hold the cell phone, which has the mind to think about philosophy, literature or profound art). The first change was the advent of automobiles, the construction of highways as infrastructure, the complete transformation of the first, the car just as a tool to change people's way of life, the rise of Ford as the representative of the emergence of the second change in the 70 's computer era, the computer with the rise of software giants, Represented by the rise of IBM and Microsoft, there is no doubt that the third change is our era, that is, the mobile internet era, we are in the mobile interconnection infrastructure laying and mobile terminal entrance competition stage, and then set off wave after wave of entrepreneurial wave, with the rise of Apple and Google as the representative. The world's top 500 leaders have also changed positions with these changes.

We live in a business world of asymmetric information.

Mobile Internet is nothing scary, there is no mystery, not to show off, summed up the key to be categorized: first, the Internet as a tool to better understand and tap information, to share and communicate with others. Second, the Internet still cannot change the nature of business, that is, product differences and consumer experience. The third is to center, information fragmentation and rapid change. It's not surprising that consumers ' lifestyles are changing.

We have long lived in an asymmetric information business world, was fooled, suddenly appeared transparent and open to the way, cut off the middle of the circulation link, reduce costs, these suddenly let people happy fart, in fact, these should belong to the consumer.

The internet is often said that the internet to make the world more open, more equal, the meaning of the word is the grassroots finally have a stage, so, the birth of self-deprecating cock silk, dick Silk is ego degradation, self-denial, self-disintegration, but also the birth of jokes, hands and writers, more importantly, the birth of social networking sites, At this time someone stood up and shouted, Facebook is a vertical site, a product hit people pain point, but people forget that social is human nature, has never changed, from the primitive society, to the courtyard, and then to today's social networking site, has not changed, was overturned just the way, not far tomorrow, social mode will still be overturned, Because people are eager to express and pull Duzi, that's all.

If mobile interconnection is a tool, then learning to use the new tools is only a matter of ability to learn, not a question of creativity, and in this case, many of those who are not creative always confuse concepts, not to the level of subversion, innovation, and redefinition. The world has never been redefined, people's basic life is still like that, uncomfortable will cry, happy will laugh, this is human nature. No matter how vertically it enters your life, enters your brain or enters your body, does the so-called Giants say they want to achieve a closed-loop eco-chain? It's a seemingly monopolistic model of profitability.

Germans never talk about internet thinking, nor about the pursuit of the ultimate.

I started the design company 13 years ago, at that time, few people in the country mentioned design, most of the advertising companies, Hong Kong and Taiwan and some foreign design companies are often mentioned in the country, we were most said that the Olympic advertising, which also reflects the characteristics of that era, the four media monopoly, Media agency as the core of the advertising business is the mainstream of the consulting industry, but also shows that the business world is relatively simple today, enterprises from the creation of products, build channels, marketing, advertising, rinsed, a decades of business law unchanged, in this period, location learning once scenery, but this is mostly said product positioning and advertising communication, Enterprises to do a broad line of work, but also to obtain profits, such as brain Platinum, which is due to asymmetric information, consumers can choose fewer opportunities, fewer channels, less ways. The change in the transmission plane brought by mobile internet is fragmented, and the whole block of the past is scattered.

We began to do design companies in 2002 is the beginning of the refinement of thinking, if today's internet thinking so-called extreme, in our early start, fine refinement and all-round design to replace thick lines, whether it is personal or brand is not so? Any one learns the design to know, from the pursuit of the ultimate transition to the habit is the quality of the process, in the eyes of the designer, the ultimate is not the pursuit, but the habit, the basic action only, those who were suddenly hit to the people, just cry for the pursuit of the ultimate. Germans never talk about internet thinking, nor about the pursuit of the ultimate. The ultimate is just a description of the results.

Change calls the Internet thinking, disruptive change called subversive innovation.

I ate once carved ye beef brisket, vowed not to go, not delicious, grandstanding, not solid. We all know that the heart is visible, the brand's mind can also see, we make the brand from the past contingency into the inevitability, shape the brand from the Inside out, science and creativity both, and this is the Internet thinking (quickly get rich thinking) do not agree, they are good at making waves, that is good at using the hands of the microphone (voice) to create They subvert the century brand, subvert the traditional industry, subversion of people's thinking, the only reason is to promote the wave, so that capital to see, sun numbers, attracting attention.

Yesterday saw former colleague Flying Tiger hair "gossip tabloid change called from the media, change call the Internet thinking, do headphones change called wearable devices, office rental change called incubator, spoiler change called disruptive innovation, these must learn two points: one to learn to create concepts, two to learn to tell the story." The problem is that this kind of thinking and another kind of thinking confrontation is only a marketing way, we all know that standing on the opposite side of the Giants more easily determine their own value, millet smart and gree bet, in fact, is in the drum confused fans they stand in the opposite of the traditional enterprise, to shape the image of the subversion, Ali stood across the Wanda, To shape the image of a subversive person. Then the fans went crazy, mobilizing so-called fans involved not only in product design, but also in waving.

We are the design company, the number of overtime, the first half of the World Trade Day into a Huang Taigi, we eat a while, no longer eat, really can not stand, bad, colleague evaluation: one is to eat almost choked to death, two is the morning to get so big pancake why AH? -Is that the ultimate? The ultimate is the waiter wearing a mask? The ultimate is the five cups of different tea (after drinking the belly)? The ultimate is to drive a BMW delivery meal? Well, some people say that the core of Internet thinking is the spread, then the spread is done? is not to do a solid product, do service?

What I can not understand is that some people who promote internet thinking have begun to act like a spoiled, paranoid and unreasonable, arguing as a manifestation of creativity and subversion, they think on the surface of a hippie feature, talk to the traditional enterprises show disrespect and look, mouthful is the market value, are round after round of financing, I can't hear anything about "people" all the times. Like the president is not a person, as if that feeling is subversion, is the best proof of their own, affixed with the subversion tag.

Mobile Internet brings convenience to people and stimulates desire.

I like one of our clients. New Lennon, they put forward to use the Internet, do modern agriculture, to provide consumers with safe food, they constantly stressed, do not overdo design, the profits to consumers, to provide customers with good service. I did 13 years design company, for many enterprises to provide various types of design, summed up, an entrepreneur first is a conscience has a dream of people, the personality and values of entrepreneurs determine the conscience of the enterprise, this is the drive of all.

Whether we use a hoe or drive a car, or a mobile phone in hand, we always as a person living in this world, people are always connected with the universe, the interconnection is in a new way to connect people, connect everything, we must re-recognize ourselves, respect for the natural law, respect for the basic feelings of mankind. Think of Mirankundra's sentence: "When you stand in the crowd, you will become yourself", this is not the mobile internet to do things?

How many personalities are there, and how many kinds of personalities are there to work.

We are in the world should be pluralistic, people should think independently, have personality, everyone should exist as a person, rather than as a group, a group of people follow suit. I think the reason why Internet thinking is tempting perhaps because behind all follow a string of numbers, 100 million or 80 billion, in the final analysis or success in the mischief, Internet thinking in the end or quickly get rich thinking.

End with a sentence from Yamamoto Yiu: "What I hate most is the seemingly great people or things."

Attached: Innovation determines whether you are a leader or a follower.

1, innovation is no limit, limited is the imagination.
If it's a growing industry, jobs says, innovation is about making products more efficient, easier to use, and easier to work with. If it is a shrinking industry, innovation is to quickly withdraw from the original model, the products and services become outdated, not good to change themselves quickly before.

2, work with the best people.
Jobs believes that the top 10 employees of a start-up company determine the level of the company because everyone has to be able to afford one-tenth of the company's jobs.

3, pay attention to quality.
Steve Jobs is a perfectionist. He believes that the perfect quality is no shortcut, must be excellent quality positioning to their commitment, and unswervingly adhere to. When you ask for more and pay attention to all the details, the product will not be the same as the others.

4. Put the aesthetic factor into the product.
Jobs understands the importance of aesthetics.

5, to understand consumer demand and not to master consumer feedback.
Instead of using the focus crowd, Mr Jobs told consumers to let consumers speak about their needs (you think of Xiaomi?). ）。

6. Connect related things.
"Creativity is about connecting everything together," Jobs says.

7, do not recruit stereotypical employees.
Jobs once declared that part of what makes Macintosh a great product is that the staff involved in the product are musicians, poets and artists, and even zoologist and historians, coincidentally, they are the best computer scientists in the world.

8, encourage other people to think differently.
Apple's "Alternative thinking" campaign began in the late 1990s and has been one of the most effective activities. And this activity has also driven innovation and creativity, and that's where Apple is.

9, do not pursue complex.
Simplicity is happiness.

10, selling dreams rather than products.
Mr Jobs has made the impression that Apple is moving consumers not by the products they produce, but by the exact meaning of the products they represent.

None of the above 10 principles of "internet thinking", nor the pursuit of the ultimate, he revolves around four: innovation, quality, ease of use and dreams, and these are really the core value of Apple, that is, jobs has been followed by the core definition, it from the inside to guide the Apple brand, behavior, product performance, And not just to spread it.

This article is a tribute to the turbulent, frantic, compelling and memorable mobile interconnection of the previous one.

Original address: http://www.ithome.com/html/it/118053.htm

Stop using the Internet thinking clerical.