The "Black hole type" marketing of anatomy Elonmusk

To achieve "difference" in marketing, "super expectations" and "meaningful", you need a realistic path, in Elon Musk, where the path is "believe in technology", and in jobs, the path becomes "humanities and art to the meaning of science and technology", which is the differentiated positioning, the source is your view of the world, in fact, said Your beliefs.

Many years ago, when science fiction films were not as much as today, I like to find science fiction to read, the protagonist in Outer Space Adventures, in different "jumping gate" between the shuttle ... "Explore the unknown" seems to have been sleeping in the daily life of us, the most instinctive and most easily overlooked the "dream."

Later, when we found one from South Africa, the 40-year-old man, claiming to retire on Mars and starting a number of concrete practices that could rewrite the future of humanity, will be greatly shaken by the success of the world's coolest three areas: the Internet, sustainable energy and aerospace technology.

This man is one of the most familiar--elon Musk today.

Now, Musk's every business, whether his Tesla electric car, the future of high-speed rail, or can send people to Mars Colonial Grasshopper rocket, has received unprecedented attention and hot debate, from the marketing point of view, how he did this?

Elon musk--How to walk into the user's heart?

To make sense of this problem, let's go back to a more fundamental point: marketing is about how to occupy the user's mind and how to get into people's hearts.

What is more likely to occupy one's mind?

Many cases reveal to us that it will always be something new and seem more meaningful, because the mind likes to be fresh, to change, to like the extraordinary! It's often something that brings "hyper-anticipation," because it surprises you, and it's always very "different" and can bring "curiosity."

Everything that Elon Musk does seem to perfectly conform to these standards.

At first, people always tend to say, "Is this guy crazy?" "How could he have such a grand dream?" "Or," how could this be? "These ideas are so different!" ”

Then, all of these are in the next stage of the topic.

Whether intentionally or unintentionally, Musk's business has a natural marketing advantage, this advantage is from the enterprise choose a different positioning of the moment, began on the.

For example, we take him from the "human" recent project to see: So far, Musk's Tesla electric vehicles in http://www.aliyun.com/zixun/aggregation/38584.html "> traditional marketing Investment has been 0, It has been enjoying the "positioning bonus", whether it is "electric" or "smart", Tesla is Enough "different";

"Electric" "smart" "car" these 3 points together, on the fission of a user to occupy the mind of the "black Hole", with the extension of the product and development, the power of the black hole, involved in the user, the ability to generate the topic, are still growing!

The stronger the competitor, the more obvious the contrast, the greater the power of the black hole; The black hole is not determined by itself, but by the potential energy of the opponent.

The CEO of the Sun-and black-hole type

Now, let's take a deeper approach to the "How to get into the user mind" thing.

Get to know the CEO of two different styles: the first is the brilliant, charismatic CEO who takes the user's mind out of a powerful point of view. Like Richard Branson, Donald Trump, or the domestic Jack Ma, Zhou and so on, belong to this category. Let's call them the CEO of the Sun-type.

Elon Musk obviously does not belong to this category, his active view of the output is very small, his own marketing bias "conservative", more in receiving some very high-end media interviews, but he put another aspect of marketing, involved in the user's curiosity and attention, involved in the user's social sharing, through another way (such as technology, Product innovation) played to the extreme. We can call him "black hole type" CEO, Zuckerberg or domestic ma, lei, etc., probably belong to this category.

Such a division is not absolute, we often see two kinds of CEO to do things will be cross, but this does not disprove their marketing will have an identical understanding!

For example, in recent years, with the outstanding achievements of several "solar" CEOs, Marketing has been excessively directed to "How to sell more products in a way that sells values." Like Ma Yun sell "dream", Zhou sell "subversive innovation". But don't forget, this is just a branch of marketing.

The way to success is not unique, the ability of the black hole CEO is precisely the table now, although they do not speak much, the point of view of the output is not strong, but tend to focus on the first thing, good choice, to create a new category with strong adsorption power, they have the ability to "marketing" the former half-positioning, play to the extreme.

Three steps of marketing: belief, positioning, making "black hole"

When it comes to this, it makes people wonder whether jobs is "sun-shaped" or "black-hole".

His ability is so evenly distributed that it is hard to see a man who is so perfect in marketing.

Let's leave him first, go back to the subject, continue to take Elon Musk as the main object, to focus on this relevant positioning of the core competencies.

Still starting with the 3 points that are easier to come into the user's mind,--1 is different, 2 hyper-predictable, 3 meaningful, and Elon Musk's Tesla electric car:

Distinctive--pure electric, intelligent cars.

Beyond the user's expectations--here's a detail: at the request of Elon Musk, Tesla's Model S has a killer improvement, and the car door handle will automatically reach out when the driver is close, while driving to reduce the wind resistance to the maximum. Engineers use the most valuable door panel space to achieve this mechanical structure, and then do tens of thousands of tests in different environments. Can the handle pop when it freezes? Is it possible to monitor the child's finger accidentally and stop it immediately? Wait a minute.

Meaningful-energy conservation, environmental protection and greener Earth.

See here, you may be puzzled this seems to be back to the product of the discussion, such as is said to be able to trigger the spread of users, the emergence of Word-of-mouth products, should have the attributes. This is true, products and marketing have never been home, but I would like to say is still the "positioning" problem.

To achieve "difference" in marketing, "super expectations" and "meaningful", you need a realistic path, in Elon Musk, where the path is "believe in technology", and in jobs, this path becomes "the meaning of humanities and art to technology," as he says: "Apple stands at the crossroads of technology and humanity." ”

And this, is positioning!

Like Mr Jobs, the big brother,musk in the traditional market and Steve Jobs borrowed different "new elements" to develop different positions.

Jobs was not born with a master-like artistic atmosphere, early musk (such as in the PayPal ERA) also showed more commercial talent, until later things began to be different, jobs borrowed the "humanities" and Musk borrowed "technology" specifically said to be "physics", so began a more "magnificent" Rewrite each other's lives.

This new element is somewhat like the "missing element" in Drucker's mind.

"Drucker proposed that by providing missing elements that could create a new market, he gave this method a very interesting name:" Surprise "(Hit ' em where tightly ain ' t). The name is inspired by the great baseball player Willie Keeler: ' To win a game, it's not necessarily the highest or the strongest, you can win if you focus on what nobody else notices. "--" with Drucker to learn Marketing "P94

Along with Drucker's thinking, let's think about how we can find the "missing element" you need most, to develop a unique position.

The following text quotes from Business Insider, an article called "The Wisdom of Musk and Steve Jobs", may help us think about this:

"Now, no one will question jobs and Musk's strong faith. But if we dig deeper, we will find that there are some fundamental differences in the motivation of their beliefs. For jobs, the reason he did this was because of his own strong approval for the ' Jane is the Beauty ' design philosophy. In his heart, hope can through those simple and beautiful technology products to subvert the world.

For Musk, his firm belief was rooted in physics. ...... Musk said: ' If you really want to do something new, you have to rely on physical methods. Physics can really help you find something new, and often these things are counter-intuitive. ' This progressive analogy, if it's in 1900, is that you want to make the traffic a little faster by raising a stronger horse. You confine your imagination to the limits of your knowledge, at most a little. This is not the way to change the world.

For Musk, this way of thinking has a direct impact on the SpaceX he founded. Before that, he did not see how NASA did it, and then made improvements on its basis. He starts with the most basic laws of physics: sending X-heavy things into orbit requires the use of Y-liter fuel plus the cost of Z's raw materials. ...... Therefore, if the correct design and manufacturing process can be used to achieve a fully functional rocket, it should be greatly reduced the current launch cost of the rocket. To do so, however, requires additional innovation in hundreds of projects. However, it is in physics that such a clear analysis makes him firmly convinced that these innovations can be achieved. ”

It seems that the text is telling us that this "missing element" is likely to come from a "belief" or "faith" with a strong personal color.

Faith is what you think of the world, what you believe, not only about the world, but about you. It does not look like the source of marketing and marketing as defined in the textbook, but I think it is true.

A rebuttal to Elon Musk personal marketing

(Elon Musk himself in the film "Iron Man.")

When we look back at Musk's personal marketing, some of his actions are not difficult to understand.

For example, the black hole type CEO is involved in user concerns, the CEO of the Sun sometimes to chase the media run, chasing hot spots run, if the business itself involved in the user's ability, it is necessary to rely on the charm of the CEO "brilliant" to "fill".

It's not surprising that Donald Trump, a real estate tycoon, is going to judge that the iphone's screen isn't big enough, but it's never a black hole CEO. Instead, they make black holes, create hot spots, whether Tesla's cars or micro-letters, they know that once a black hole is formed, users and the media are not the problem!

Musk will also take the initiative to paste some "tags", but this way of labeling with the sun-type CEO is a significant difference: He is his own values, beliefs into the product, so that products, business itself speak, rather than their own voice.

Musk will say "gesture recognition" or "satellite recycling" technology, he will also be in the film, such as "Iron Man" implanted himself, but this is a "defensive" marketing, its essence is not to export ideas, marketing themselves, otherwise this strength and angle are not; Just don't let people have cognitive biases and doubts about what they believe and what they're doing.

The focus is still on the "black hole" built on belief, not himself.

So is the black-hole CEO better than the sun?

This question seems to me to be inconclusive, many things, but can detonate, I think, regardless of the "sun-type" or "Black hole type" marketing, whether the first half of the "positioning" or the second half of the "output", once the ultimate, can have a big.

If we take Churchill's quote: "attitude, extraordinary little things." "To the CEO of the Sun, it would be useful to change the front two words to" faith ", and send it to those who want to create" involved "users" black hole "marketing practitioners.

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Marketing is an uncertain way to deal with the uncertain world.

This article from the individual from the media Yu See, micro-letter Id:yujianyingxiao, Media reprint please specify the source.