insight into deep marketing and simplicity

Reading Bruce Lee-the Artist of life

When I was a teenager, I liked to watch hundred, especially Taoism. Though he liked it, he could not comprehend it. Later read Jin Yong, nan and Osho, from different levels and angles, slightly strengthened my understanding of Taoist culture.

After work, this kind of books look less, but the influence is lasting, to this day, these ideas will affect my views and practice of many things.

2013 read two good books, in my opinion, as Microsoft installed Intel's chip, their core is the Taoist thought. One is Kelly's runaway, and the other is the artist of Life, Bruce Lee, who wants to talk today.

There is another important reason to talk about this today: The past 2013 years have made me feel that the influence of Taoism in marketing, the media, the Internet, and the generalized business world seems to have suddenly returned overnight, but it has been so exact.

If you feel that this expression is not specific enough, I would like to try to do some examples:

1, "Control" and "Runaway"

2013 the most significant difference from the past, in my view is a "control" style of working more and more ineffective.

In the past our work base was based on "control", for example, the traditional media on the content produced by strict control, layer by layer, in the new media UGC as the representative of the media and the barbaric growth of the "runaway" mode, was hit pieces, academics, system collapse, which in the past is difficult to imagine.

Past marketing is also based on "control", control channels, control users, control the idea of people, this is our most instinctive response. Look at the traditional advertising, you know, in the past, we said to seize the strong channels, to vinyl the widest group of people, to "persecute" them to see you, with a near "lie repeat 1000 times will be the truth" of the way to marketing, today by the "point to point" of the spread of the structure of a complete break. 2013 has more breakthrough companies, in http://www.aliyun.com/zixun/aggregation/38584.html "> Traditional marketing budget is 0, they do is no longer" control "but" leading ", is guided. "A lie repeats itself 1000 times." May still be true, but users no longer give you the opportunity to repeat.

"Control" is the product of Confucianism, with a very strong "I want ..." as the color. Institutional "as" and the user in many cases is contradictory, Taoism stresses "without me" and "inaction", this is not a negative do not do things, more can be understood as a positive "inaction", in particular today should give up "control users" all the ideas.

In the workplace, the past emphasis on the same Top-down "control", but in recent years you will find, "flat" or as KK said "bottom-up" "emerging", the swarm effect of the wisdom, large-scale network collaboration more vitality, "to center" another layer of meaning in my opinion is the "moral sutra" in the " The state of a small country, the distributed way of working ...

2, Less is more

"Less is more" is the typical Taoist thought, this expression into the Internet language should be how to say? I quote Shenyin, a well-known media person, for a recent remark: "In recent times, the so-called internet thinking, for most enterprises, may not be" Internet ", not more than a Web site app open more than one day cat shop more than a social marketing team to build more X powder will give the boss more than a V ... On the contrary, will it be more ' Internet-'? Reduce all barriers to direct communication with end users, and reduce the intermediate channels for fare increases at layers, reduce the organization redundant architecture level, reduce all can be externalized inefficient internal transactions, minus the core ability of all desire impulses, minus the evergreen spring and Autumn dream, back to beginner, light, may be able to re fu ...

3, to learn increasingly for the road day loss

A few days ago, a magazine invited me to experience their latest Shuwang app product, and I listened to a few lectures by marketing guru Kotler. Fortunately, the elderly more longevity, after witnessing the rapid changes in marketing, he 4P, 6P on the basis of these theories have put forward a "level of marketing" concept, the marketing from "vertical" to "horizontal".

I don't reject theories, but any theory condenses into a book, it is the past, from the perspective of "learning", you can see all kinds of theories of the world, 1001 kinds of theory about marketing, about love, about morals, also do not help you to become a marketing, understand love or moral person.

The internet's "Trial and error" Spirit interprets the difference between "for learning" and "for Tao" from another perspective, and you can choose to accumulate all theories in your mind, Or, to digest them into your own insights and practices. This may be KK said: "I think Internet entrepreneurs should continue to experiment." ...... Entrepreneurs can think about this, but do not have to think too much, but should act. ”

4, to the people without their own, God-Man without power, Sage nameless

And no matter "God-man" and "sage" These two I have not seen, and can not understand the people, said, "to the people." Now many people see Elon Musk as the successor of Steve Jobs, assuming he succeeds, he and Steve Jobs will have the same "no self", "no self" means that this person has become a symbol of a spiritual element, such as when you talk about jobs, you can not leave the "technology" and "innovation" these two tags, then, Are you still talking about him?

In the past, personal marketing is more embodied in the "Confucianism" of the "control" type of management, typical is the so-called "CEO reputation management" That set of things, its core is "loaded B", the second is "on the altar", this high position and the current spread of the environment completely deviated from, adhere to the "have me" results in today can only be loaded B success, Let the user away from you, no, then fell to the altar of people spit, pay a huge price.

What about "no Me"? The line in martial arts: "All sentient beings are guilty, we are all accomplices" on the contrary, the highest level of the brand or should be "I" of the sound and sound, into "sentient beings" of the truth, by "no I" efforts, "the ego" of the elimination, to integrate, to eliminate, to build (you said the user participation or involved), To achieve with the vast number of users of a "I" reached.

On the basis of these simple understandings, here is my interpretation of the original text of Bruce Lee's "Artist of Life", which is the original book content:

For me, the special thing about Kung fu is its simplicity. Kung Fu is simply expressing self emotion with minimal movement and power. Each action has its own characteristics, without any artificial modification that complicates it. The simplest method is often the most correct way, the Kung Fu Road is no exception. ”

--"The Artist of Life" P29 "my opinion on Kung Fu"

Yu See: "Kung Fu is only the smallest movement and strength to express themselves directly feelings." "Marketing is also, in the past we understand that marketing has nothing to do with self-expression, more packaging, this understanding has problems." In the marketing, usually violates the individual, the enterprise, the brand True "ego" the expression is actually harmful, it has hindered the user to really understand and likes you, said the lie is very difficult to be consistent, the form does not unify the cognition.

"The simplest method is often the most correct way", in marketing, you can put all the marketing methods: PR, forums, micro-blog, micro-letter, advertising and line up and down activities, are used again, you can use only one, and use it to the extreme. This is my understanding of the "smallest movement and strength", only one of the most "light" and the most "penetrating force".

"The section emphasizes not ' increase ', but ' subtract '. Not every day, but with the daily. The highest level of training is usually to be innocence. Therefore, it is not how much a person accumulates in a rut, but how the knowledge is applied flexibly in practice. "Practical" is definitely more important than "moves".

"When a person has no style, it can be adapted to all styles." ”

--"The Artist of Life" P33 "the way of the interception fist method"

Yu See: "When a person has no style, you can adapt to all styles." It is noteworthy that "no style" does not understand "style", do not understand "moves" and "theory", but not by these moves and theories of "kidnapping."

"For the time being, the founder of a form may be exposed to part of the truth, but as the years pass, and especially as the founder dies, his ideas, intentions, and routines are translated into law by his disciples and followers," he said. The doctrine was created, the obligatory ritual was set up, the idea was formulated, and the final system was established. ”

"The Artist of Life" P35 "the action is a kind of tendency reaction"

Woo See: Look at the apple of post-jobs era, looking back at history, this may be the reason why many great businesses cannot really grow green: "Disciples and followers" are keen to perpetuate the "moves" that have been successful in the past, using "doctrines", "rules", "rituals" and even "institutions" to consolidate them, Instead of looking for new insights in your own way.

"What is a cut-fist?" Frankly speaking, I didn't invent a new way ... The Intercept is not a special way of making enemies, plus some creed and method, it is not from a certain angle, but from many possible angles to observe the actual combat. ”

--"The Artist of Life" P38 "what is a cut boxing road"

Yu See: "Frankly speaking, I did not invent a new way ...", if Bruce Lee invented a kind of new moves, it is similar to many marketing theories on the market, may be in the packaging and concepts, there will be the so-called superiority of the points, but there is no difference in nature, will certainly be outdated.

Therefore, "cut the fist" is not a special way of making enemies, plus some beliefs and methods. "What Bruce Lee means is that this is not something of a knowledge or methodology; "This is in common with marketing," marketing "is attractive because it is not solidified, but there is unlimited possibilities."

It is a series of "The Game of" Qi Sheng "; When a theory, a means, no matter how many classics in the past more effective, by the majority of people familiar with and mastered, then it began to fail; a new marketing method will rise, form, channel, technique, change continuously, appear with another appearance.

Marketing is not something else, like the progress of technology and product itself, it is just the innovation itself that continues from "many possible angles".

So, please look at the following sentence:

"It's morbid to be obsessed with a technology, no matter how valuable it is." ”

--"The Artist of Life" P43 "original Purity"

"Tonight, I see something new and feel nervous, but tomorrow this experience becomes mechanical because I want to repeat the feeling of happiness," he said. Such a description cannot always be true. What is true is the truth that is now at this moment, for truth has no tomorrow. ”

--"The Artist of Life" P98 "Kung Fu Notes"

Woo See: Indeed, "Truth has no Tomorrow", an established marketing routine, theory, knowledge will have, because they are dead, can be repeatedly processed and modified, but the truth does not; marketing practice and Kung Fu, only belong to "at this moment", success will not repeat themselves in the same form, but most people are still obsessed with the pursuit of " To be mechanical and to "repeat the feeling of happiness" is nothing more than a delusion.

"Knowledge is always related to time, and ' cognition ' is not limited by time, knowledge has a source, it comes from accumulation, comes from conclusions, and ' cognition ' is dynamic." ”

"It's a sense of no choice, no need and no anxiety." If you are in this state of mind, you will have a feeling. Only the sentiment can solve all the problems. ”

--"The Artist of Life" P99 "Kung Fu Notes"

Yu See: "Knowledge has a source, it comes from accumulation, from the conclusion, and ' cognition ' is dynamic." "I have not seen more insightful expressions than this!" If we are engaged in marketing, like Bruce Lee's attitude towards Kung Fu, I believe it is not a process of finding knowledge, but a process of escalating and renewing our "cognition".

"It's a sense of no choice, no need and no anxiety." "The search for knowledge will have" demand "and" anxiety ", because for countless marketing theories, countless success stories, millet or whatever, we will always be picky, will feel" this useful, that useless ", the choice itself is a kind of anxiety.

So, according to my understanding, Bruce Lee's meaning is to let us look for "cognitive" "Insight", popular point is to find "sentiment", rather than "knowledge." "Knowledge" is a means, not an end.

This is also see has been hoping to write things, the past 1 years I have written dozens of articles, almost no marketing, very specific methodological content, because I think they are not "expensive."

I don't know about the "insights" I'm writing, but at least I want to work in this direction because I believe the same thing: insight, not something else, that changes our trajectory.

Writing this article is also a tribute to a generation of master Bruce Lee; as a Chinese, ordinary marketing enthusiasts, I do not think we need to blindly worship the Western marketing classics, but ignore them is another extreme.

"When a person has no style, it can be adapted to all styles." ”

When many internet people rely on marketing innovation, the success of a "savage" stance has proven that the core of marketing is what Bruce Lee is talking about, the constant renewal of "cognition", the Plurality of "possibilities", "practice", and the "simplicity" of redundancy.

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This article comes from the individual from the media yu See (Id:yujianyingxiao), the media reprint please indicate the source.