Golden wrong knife: three key features of the "micro-innovation" killer

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"Micro-killers" are ubiquitous, whether they are internet companies (such as old Vancl), individuals (Bruce Lee), or products (Sina Weibo), and very traditional companies (Scandinavian Airlines).

If innovation is likened to boating, "micro-innovation" is like a one-man sailboat, fast and sharp, while the "Little Killer" is a kayak, faster and more sustainable, which is "very strong and durable".

"Micro-innovation" is so tough, but also so magnificent, but not every "tiny" can become "micro-killer." It is only when a "tiny" innovation maximizes the potential value that it can be called a success that "tiny innovation" is what we call a micro-killer.

Being a micro-killer is not easy, it has the following key characteristics:

The key "small" must trigger a big change in the market.

Not every "tiny" can become a "micro-killer", in fact, there are a lot of small innovation did not create a big reaction, quickly by the market oblivion. Only those "tiny" ones that have great consequences and effects are killers, and behind any successful organization or individual, there are n this key "little".

Some small innovations can even lead to "non-linear" storms. "Non-linear" Change is one of the most common concepts that Intel's founder Andy ▪ grove. Grove cites a concept in physics to describe the distinction between "linear" and "non-linear" strategies. If the effect of a company's strategic action changes its own competitive position rather than the environment, the action is linear. On the contrary, a non-linear strategic action would change the environment, and the company and its rivals must cope with the change.

To see the difference, you can imagine the difference between mixing a bowl of water and stirring a bowl of cream. If you stir a bowl of water, the water will rotate, the greater the strength, the faster it spins--but it is still water. Instead, if you stir a bowl of cream, it will thicken, eventually become butter, and will become more and more difficult to stir, making you feel more tired, and finally have to slow down. Actions change the environment, and the changed environment affects the next step.

vancl--from 0 to 1.5 billion, it took only 3 years.

Bruce Lee-his 4 films have created box office myths, and they have opened up the legend of Kung fu movies.

Sina Weibo--more than half a year to create a killer product, and trigger a non-linear change.

Nordic Airlines--in just a year's time, the Nordic airline is losing 20 million of dollars to make a profit of 80 million dollars.

The "Godfather" of the micro-killer is the application of innovation, good at detonating the energy from the user.

From the industrial age to the internet age, the innovative rules of the game are changing radically: the technology-driven innovation model, the shift to the application-driven innovation model.

The application innovation is a kind of innovation mode which takes the user as the center, through the depth excavation to the consumer experience. The application innovation is relative to the technological innovation: the technological innovation is the thinking of the industrial age, the innovative way of "Company as the center", the application innovation is the thinking of the information age, and the innovative way of "the consumer is the center". Management guru Prahalad has warned that the "Corporate Center" type of innovation has died out. On the contrary, customers are playing a more and more important role in the process of creating value through personal experience.

In the innovation logic of the micro-killer, technology is not important, the user experience is the king, the micro-killer must be good at detonating the energy from the user. One of the negatives in its eyes is Motorola, the first to do the pager, the first to do analog mobile phones, 1983 launched the world's first commercial cellular mobile phone, 1989 launched the first of the worlds smallest, lightest personal mobile phones, 1996 launched the world's smallest, dual-battery portable phones ... In the late 90 's, the technology-oriented Motorola began to be confused and gradually surpassed by "micro-killers" such as Samsung and Apple.

vancl--It fully mobilized the user's right to vote, making one after another champion products.

Bruce Lee-"It's not enough to know, it has to be applied".

Sina Weibo--a deep look at the user experience.

Nordic Airlines – The 50 million "critical moments" in which passengers and airlines are firmly seized.

"A recruit fresh, eat the day" is a taboo, must continue to "micro-innovation" to do.

Why is the "Super Girl" only Li Yuchun continue to red? Why is it that only the Tianyu Lang has continued to red in China's Shanzhai phone camp? Why the Chinese Internet "one elder brother" is not a portal, but is good at "striking" Tencent?

The reason is very simple, only continue to red, is the real red. For real micro-killers, they don't care too much about "a fresh" type of opponents, only those who are able to sustain "tiny innovation" are truly scary beings. As Mao Zedong famously said, "It is not difficult for a man to do a good deed. ”

In other words, the micro-killers least like "golden" players. Some studies have also found that, unlike most people's intuition, "golden" or invention itself is not innovative. After new "ideas", people often ignore important follow-up work. Only companies that can perform the "Design" and "implementation" phases well can excel in innovation.

vancl--men's shirts, polo shirts after the women's clothing, then the canvas shoes, and then down is t.

Bruce Lee-he only four the film, but he keeps breaking himself.

Sina Weibo-from celebrity Weibo to national microblogging.

Nordic Airlines-50 million of "tiny innovations".