10 years of an entrepreneur's reflection: perseverance is not necessarily right

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Article | Peng Peng (Vice president of Times wo)

How do I end up in 2013 years and how will I face the 3721.html ">2014 year"? This time the question has been lingering in the mind, summed up is painful, because you can not face the lost scars, and you do not know will not be lost.

A few days ago, just told a client, "Bye! Time WO was founded 10 years, not the first time to abandon customers, and more than once to squeeze the head to get a customer. There is nothing to do, this is the company in the ups and downs of the experience summed up, every time to do addition, you must do subtraction as the starting point. Just like we decided to focus on the outdoor equipment brand and film marketing customers, we must know how to abandon some other customers to be able to free hands and feet.

In the company's 10 development process, in the failure of the harvest, in the progress of harvesting, has always believed that success is illusion, only the foot of the road is true, relatively passionate, inspirational singing, these external refueling cheer, sometimes in the quiet can erupt the most powerful power, thinking and reflection with the company these years of development process.

Over the years, we have some accumulation, these accumulation is definitely not the golden rule, some things are some ideas, some things still need to be tested by practice, some things may not be right, we just as experience, fortunately we have some courage to take the voice of criticism.

Persistence is not necessarily right, see how to insist

Entrepreneurial need not to hit the south wall does not turn back the courage, but can not hit the south wall, why hit it? Many people always compare the project to their children, not to give up at the last minute, but there is still a word "early death afterlife", if in the rapidly changing PR industry and customer demand is not flexible, Then maybe there's no time for Walter.

In our development process, experienced at least three changes in business, from the upfront investment technology to the water test Network marketing, and then to the integration of public relations communication, until now deep tie outdoor equipment industry and film marketing. In addition to the last change, the other two changes are not so much an active change as being persecuted by survival and being driven forward.

One might wonder if you're going to lose your core competitiveness as you change. Lose the direction of development, to tell the truth, once the weak time this problem has also bothered us, but now is to understand, in the end is the change in the persistence, or in the change persisted, we chose the former, we have never forgotten the identity of their PR company, Also did not forget their own ability to settle down.

On this basis, for bad customers, no prospect of business decisively cut off, catch big put small, to ensure that every time we can travel light, look back every year, we are better than most companies live. Adhere to the insistence, should not adhere to the not adhere to, this is our philosophy of survival.

When you take the road, you should also pay attention to the side path.

The road is not wrong, but how do you know the path can not go out of the road? Once we also follow the industry trend to go, what others do, what we do, by virtue of flexibility, always can do well, but the heart is not the bottom, because follow others go, we always do not to spring River water heating Duck Prophet, follow the industry tide is precarious, We have a dream, nature is very unwilling.

In 2012, a few things happened, changed our direction, the first thing is the whole economic situation chill, the public relations industry is very sensitive to the economy, let us know that we have to have their hands on the things. The second thing is the media changes, along with a wide range of media revisions and internal adjustment, public relations business is difficult, we think, the road of media resources is not come to an end.

In such cases, we walk in the industry on the road at the same time, began to pay attention to roadside road, the road is too crowded, roadside resources only left some scraps cold, although not hungry, but others did not walk through the path is constantly tempted us restless heart.

So, with a careful attempt to new directions, at that time we found that the outdoor equipment industry developed quickly, inventory, we have the media operating experience and knowledge of the outdoor equipment industry, we have so many years of experience in brand communication, it was born to media-driven outdoor equipment enterprises, to public relations to do the media, Then the public relations to serve the customer's ideas, the formation of a virtuous circle, so that we can quickly take root in the outdoor equipment industry, soon donkey skin online line.

If the donkey skin net this road is oneself come out of, then another piece of business, it is a mistake to go into, film marketing with the 2013 years of popular film market, but the public relations company to do film marketing is almost no, public relations companies compared to the advantages of the system, executive power, These are the traditional film marketing companies can not compare. There's an opportunity. We have contacted a film, from beginning to end the whole work of the publicity, so experience has, resources have accumulated, for the future of this road lay a foundation.

Originally we do not know whether these two roads are right, are stones, but as the state of the public relations industry to increase supervision, these two roads is the right, without this change, really do not know how to deal with the economy and the industry's winter. If someone feels that two roads will not be the same, I can only say that there is no intersection of the two roads, in fact, the core or PR communication, eating skills we have not abandoned.

Being friends is more fun than doing business.

Business, the process is painful, the result is happy, so most of the time is painful, happy but very short, then, why not do some process very happy things. The most painful thing to do in PR is to get stuck in a project, day and night for a customer needs and tired of coping, pain from the self-evident, only every time the customer back, can be excited for a few days, the process of bidding from needless to say, not just PR, other industries are also so, enjoy the fun of work, then you have to have a certain realm to do, Not every colleague thinks so.

At the beginning of 2013, we contacted a master-level painter in China, every time I see him as a spring breeze, and then great pressure in his dream is not enough for the road, if only for business and his contact, it will be very painful, we would like to treat him as a friend, even if chatting, the next day's work will be full of morale, Sometimes not in return, but can reap happiness and satisfaction.

In the company's history there is also a very strange phenomenon, usually our customers have become our friends, we never believe that the customer is God, cooperation is a win, and did not do wrong, do not need to be in awe, friends will do anything for you, God will? We see clients as friends, Things on the project will naturally help friends to do their due diligence, sometimes even unreasonable requirements, because it is a friend put forward, naturally will strive to complete, but also because of this, even if done not in place, "friends" can understand, so the long-term cooperative relationship has been established.

Business is painful, but to be friends is happy, to do business as friends, but also we have been adhering to the credo.

Stick to the bottom line

Make money and have moral integrity! PR This industry is a bit empty, virtual to you can not measure the company's PR communication in the end where useful, but to achieve "virtual reason", see you can think of customers think, put the effect in the first place, rather than stare at the so-called KPI and complete the task.

Some people say: "PR is a liar", yes, we have a large number of media resources in hand, for the public opinion has a certain influence, a micro-blog, a micro-letter, a news may have a negative impact on enterprises and society, you are the process of deception and or results that there is a difference, for the community is responsible for the customer, Then we are responsible for our profits, which we have never reversed.

Others said: "PR is a kind of thinking, in the face of customer shelves serve up", as if sitting in the office of the Sweeper is a truth, everyone in their own fields, the community can operate. Do the customer is the same, just different division of labor, customers understand products, understand the channel, you know the brand, to get everything, put the shelf aside, but also do not pretend grandson, only to cooperate with each other, can win together.

Entrepreneurship is to always keep hungry, if you feel full, the wife child hot picket, that enterprise is abolished, but the hunger is not what all eats, do not take the enterprise to eat into puffiness, in the pursuit of performance growth at the same time, can practise hard internal strength, let oneself become better, this is the fundamental of settle down, will not be tired by puffiness.