Anti-Lean Entrepreneurship Chapter II: Theoretical Foundation and pre-venture preparation (2)

Your wealth to the direction of your heart! --Jesus

3, pay attention to psychological needs of anti-lean Entrepreneurship

Anti-Lean Entrepreneurship is the process by which entrepreneurs keep moving forward for a grand goal, so often into a variety of dilemmas is a compulsory course, so need to carry out a strong psychological energy supplement, and continue to grow, and constantly improve learning experience, each failure is a step closer to success, will not give up or change. Philosophically speaking, the material demand and the spiritual demand are the motive force for the survival and development of human society, and the spiritual demand is unlimited, which depends on the material demand but is relatively independent. The core business model of anti-lean entrepreneurship is based on "reciprocity" in psychology.

Reciprocity is the instinct to pursue balance in the heart of man, when we feel that something is owed to someone, it will be imperceptible in various ways to "compensate" can be tangible, can be intangible, and ultimately hope is to obtain a kind of peace, so that their hearts "not conflict", or in the aftermath of a conflict to pursue a " Rebalancing ", because human nature is the pursuit of happiness. As the 360 chairman Zhou said, we do products to much more than the user's expectations, I summed up as: to let our users in the use of products, feel "guilt", we have succeeded, they will even help you to advise, connect a variety of resources, so that entrepreneurs can also through the long tail, Build a product matrix to gain long-term value.

Therefore, anti-lean entrepreneurship in the design of a large structure, to pay more attention to the spiritual needs, and human beings themselves are dynamic development, so the psychological needs of people are diversified and changeable, but this series of needs are often interrelated, continuous, causal. This demand is precisely in line with the purpose of the anti-lean entrepreneurship, it is not only the introduction of a minimum available products (MVP) followed by the dash, but organized and premeditated use of a series of ring products to surround the market, with more choice, diversity and integrity, that is, it can be different angles to meet the Build a product system or a package of solutions, and never put your hopes on anything, as mentioned before, for a long-term plan, short-term setbacks and fluctuations, an.

At the same time, anti-lean entrepreneurship sometimes needs to create demand, guide consumption, rather than to cater to WHO. Sometimes, market research is an essential component of lean entrepreneurship, and then launch products, constantly try to find the wrong direction. But creating demand often requires insight into people's intrinsic, essential human nature, and in-depth thinking, market research is not omnipotent, and sometimes misleading entrepreneurs.

Ford's founder once said: "If I were to ask the customer what they wanted, they would tell me that I needed a faster horse!" Steve Jobs, Apple, as a model for anti-lean entrepreneurship, the team that used to lead thousands of people for the development of Lisa and the imac for several years, although Lisa failed, only to get a hiss, and even jobs is dismissed, but aside from success or failure, this is a pursuit of the heart of the Spirit of excellence. He once said that I could not go to the market a defective product, I want to develop the world's best computer. It is this spirit that leads Apple back to the top, not the KPI, the business model or anything. This shows that the anti-lean venture is a huge risk, even more than lean entrepreneurship, even jobs have failed many times. When I was at school, Apple was still the standard "closed" Case for the MBA tutorial, and Dell and IBM were still in the sun, and the experts taught them to fly. Nowadays, these people still face the success of Apple and have a deep research. And in case the Apple falls down in a few years, then the same group of people will books, the expression of their early see the reason why he will fail!

Return to reality, anti-lean entrepreneurship also emphasizes the import strategy, the product wants to occupy a place in the huge market, first of all, we must choose a most achievable market entry point, this is not contradictory. For example, the police in the interrogation of suspects, do a lot of homework, master a large number of circumstances, but to have an important breakthrough, but also need a breakthrough, collapse of its psychological defense.

So choose what kind of market entry, which is more important, how to sort, for the entrepreneur is critical, usually want to destroy the enemy's line of defense, you must choose one of the weakest defensive positions as a breakthrough, can march in, swept, but the anti-lean entrepreneurs usually have a lot of plans before, and carefully prepared. The first two years of the American drama "Prison Break" is very hot, before he went to jail, the man had a map of his whole body and was well prepared and had several sets of plans, so when he led the group to fail in one Direction, a classic line always appeared at the end: It looks like we're looking for another way!

before starting a business

1, body and mind preparation

In the anti-lean entrepreneurship has a comprehensive and detailed objective understanding, we must begin to prepare before starting a business. The first is to prepare for physical and mental preparation, the early start to fully mobilize personal emotions, so that their time in a passion burning imbalance, rather than recuperate. It's like having to warm up before a race, and keep a mild hunger rather than a hearty meal. Once people's emotions are stimulated, their potential is immense. Why should you put yourself in such a state? This is because when people realize the imbalance, they will want to find a breakthrough to vent, in order to build a complete balance of psychological state, we are called "Gestalt" in psychology (see Format style tower genre, and for a number of psychological theories accepted).

How to motivate such emotions, here we can learn from Freud's famous psychological theory-castration anxiety, it is intended to refer to the boy to a certain stage of growth, fear of castration after the lack of an important part of the body, fear of their own body incomplete. The castration anxiety we mention here refers to the important values of our determination to win the cause, the things we must do, the beliefs we have, and so on, to become part of our body and spirit through our own marketing, and a sense of risk that we can go away at any time. So in this case, as if we were afraid of losing a part of our body, we instinctively have to do everything we can to keep ourselves intact and mobilize all our bodies and minds, and that's how miracles are often created!

2. Risk Budget

Anti-lean Entrepreneurship is organized and planned for the top-level design, to learn not to worry about winning, first of all. Risk is essentially a concept of probability and statistics, and various risks have different concepts and measures. The budget is to draw a baseline for the enterprise, and then fluctuate around it, and when it is biased it needs our constant calibration. It is the embodiment of decision-making, but also the basis of controlling production and operation. Budget can be more effective in coordinating the allocation of resources. In a narrow sense, risk budgeting is a process of measuring and factoring risk, which is broadly based on the portfolio's risk contribution and the allocation to the expected return value.

There are three main levels of intuitive risk budgeting:

1 Strategic asset allocation. This requires us to choose the right investment direction to ensure the safety of investment, while at the same time can bring efficient and long-term benefits.

2) The direction of the benchmark combination. That is, after the selection of investment direction, the income adjustment, to carry out the appropriate resources ratio, reduce the risk factor of investment.

3 budget loss value and loss status. The popular point is that the budget products after the invasion of the market or has not invaded the market when the situation has failed, the specific loss value, as well as what the situation after the loss, according to the limit of the design adjustment.

Products from the birth to the market needs to undergo multiple tests. Technical risk is the possibility that the product will fail because of technical problems in the process of gestation; market risk is the uncertainty of profit or loss in the process of carrying out economic activities, that is, the financial risk is that the funds fail due to the failure of timely supply and miscarriage; management risk is at risk because of management quality and business ability The decision risk is the failure of the leadership to deviate on the right track due to the mistake of decision-making; environmental risk is the product in the innovation activities in the changeable environment, because of policy, law, man-made damage or accidental disasters and other factors cause failure of the possibility of entrepreneurship.

3. Business Intelligence Analysis

The core of modern business war is intelligence warfare, that is, the use of public information for commercial intelligence collection and competition analysis and the application of their unique resources for specific information analysis. Business intelligence analysis is a long-term preparation process. Bill Gates once pointed out that the most effective way to differentiate yourself from competitors and make yourself ahead of the crowd is to use information to do the best job, and how to collect, manage and use the information will determine winning or losing. The Department of Business Intelligence analysis will expand from the following points:

1 The internal intelligence network.

2 have a network of information-sharing.

3 Whether the decision makers have special intelligence services.

4 The source of information is multi-source and complete: such as exhibitions, Network forum communities, external databases, experts in the field and organized field visits.

These departments also have the following points:

1. Has the specialized intelligence analyst personnel.

2 have a technical reserve for sharing information networks.

3 The use of a variety of intelligence analysis methods for weighted average and forward derivation and reverse verification.

4 whether long-term monitoring, collection and analysis can be sustained.

The fields of intelligence include: Investigation of industry resource, judgment of market scale, demand of market, budget of financial condition, competitor and research of main competitive product.

To sum up, the anti-lean venture before the preparation of the following figure: