Will simply be the sushi God

Hand sushi, starting in the Edo ERA in Japan, the author of the Rice grip, and then painted the Mountain Kwai (mustard), paved with ingredients.

Able to make a simple "product" to transformation, this is the 88-year-old Japanese "Sushi God"-xiao-Lang's unique achievements, by creating the ultimate for users to enjoy, and then shake their hearts, is not far away.

Always take the highest standard of the small wild two lang, the end of his life are in the grasp of sushi, he has two consecutive years to obtain the "Michelin Guide" to give Samsung the highest tasting, known as making a "worthwhile to spend a lifetime waiting for the delicious." ”

In this respect, American director David Jaba a 82-minute documentary-"The Sushi God", which not only tells the legendary story of Xiao-Lang as a "super professional", but also gives a lot of inspiration to marketers telepathic:

The spirit of the people

Ono lifelong passion Sushi, treat the standard of working environment harsh, he loves cleanly, think "if the kitchen is unclean, can't make a real food". He is a perennial, except to attend a friend's funeral, other time is no exception in the store.

As for the "Ono", which is repeatedly mentioned in the documentary "Sushi God," he explains: "The spirit of the people is to do the same thing every day." ”

He further supported his experience, said: "When we return to the workplace, the master said, Sushi has a long history, there is not much room to improve, at that time I think, although they are skilled, but eventually there will be room for improvement." So I created sushi dishes that didn't exist, and I would pinch sushi in my dreams and wake up in the middle of the night. ”

"Now we're going to boil the shrimp to the front of the guest, so it's worth it ... I used to think I was good enough to be an octopus, but then I was diligent in my skills. Octopus food tasted like rubber, no taste, now we will give octopus massage for 40-50 minutes, let the meat soft, to bring out the fragrance ...

"I've been repeating the same thing for diligence, I've always wanted to make progress, I'm going to go up and try to reach the top, but no one knows where the peak is." Even though I have worked for decades, I still do not think I am good, but I still feel happy every day, I just love to pinch sushi, this is the spirit of the people. ”

Humanely by the arts and Crafts beginner

The "professional spirit" of this kind of tempering technology has been concerned about the two-lang sushi Japanese gourmet Mountain, said the introduction, in the two-lang sushi shop, hot towels are hand-prepared, the apprentices first from the hot towel and not be ironed to start, and then learn how to use knives and cooking fish, "so after 10 years, They'll start making you fry eggs. ”

Seeing the story of this master's "preaching to the preacher," I thought of another story recorded in "The Top of the tide": Steve Jobs was arrogant and respectful to Morita, possibly because he was influenced by Oriental mysticism and was a great figure in the industry. In the 90 's, jobs himself went to Sony to consult with Morita on the management of the company. When he saw Sony let employees wear uniforms to work, but also in the United States following learn, but not popular, after all, the Americans emphasize the unique character ...

"Jobs and Morita have a lot in common, and two people have great ambitions to change people's lives through their products, and they all have an infinite curiosity and a new mindset that is different from mortals, and both think of their brand as life." ”

To draw this story, let's confirm 3 points:

1, if the story of the "Sheng Morita" replaced by "small wild Two Lang", will find its bottom thinking completely interlinked. To find the source of this kind of thinking, the author Wu the "Oriental Mysticism", which in my opinion is the thought of "art humanely" in Chinese traditional culture.

2, this kind of thought believes is: Great never born in the mundane, to create shocking products, you must temper their own mind, the creator of the realm is not high, the product is not great.

3, in this long temper process, to undergo sharpening is no longer the product, but the creator of the product itself; this logic profoundly influenced Steve Jobs's career outlook, so much so that he repeatedly stressed the "taste" of a person, and an enterprise.

Now, marketers must see that the reality is, whether compared with the ancient, or the foreign than, we are in an age of patient deprivation; people who have entered the industry for less than 3 years are expecting a sudden success, and we are constantly swinging through concepts such as "creative", "content", "technology" and "data", rather than hoping for a solid "penetration". Now, if we want to break through, we have to rebel against this kind of fast thinking in essence.

There's only one chance

Then again, it's no wonder that things are.

The form determines the kernel: the media, the fragmentation of communications, brings time to fragmentation, and the fragmentation of time has exacerbated the fragmentation of personality, the chaotic and even contradictory values, the trend of tearing personality, to help rise the impetuous impetuous.

In the age of our reading, there is a class of children with a surprisingly good score that is "Children of poor families"; The good reason is not that they have more information, but less information; they have no time to enjoy the commonplace ear-entertainment in the city. The more essential reason is that they regard learning as the only chance of turning over and without it.

Later, I often see those "like marketing" people, in the past interested in "planning" now more want to try "activities", previously on business development curiosity now feel more suitable for "data."

For these "like marketing" people, I think you do not like it is not the point, we will love a lot of things in life, this has a gap with love; In addition, 99% of people choose too much, around the information advice to overload, and never think of Sartre said "others are hell."

In other words, rather blindly follow, we are not accustomed to what we are doing now as the only chance to change ourselves.

In the "God of Sushi", Ono Readme and parents "margin thin", 9-Year-old left home, in the first grade of primary school, others told him, "You have no Home"; from silent to fame, this person always see the pinch sushi for their own and only the only chance, he said: "Now the parents will tell the child, do not come back!" When parents say such stupid things, children will accomplish nothing. ”

The Shing of Life

What is the "purpose"? Ono said, although many people love the fat tuna belly, but only the texture of complex and deep lean meat, can truly represent the essence of tuna. But this is not a taste.

What is the "purpose"? The eldest son of the second Lang said, when you drink a good beer, you will "ah" a sound, get a comfort to praise the ultimate experience, this is a kind of flavor.

Second Lang I think, whether fresh shrimp, tuna, sea urchin, star eel, each food is only to find the most understand it, the highest level in the domain of suppliers; The staff will find the best quality fish and then use their own craft to cook. But all this is still not guaranteed to have a "taste". And only the taste balance (of the other elements) is a taste.

The process of finding a balanced "flavor" is fraught with hardships, for example, in Erlang sushi, choose the best "rice" also means need to use a "hands can lift" thick lid to steam, but also put on top of a large bucket of water to give this steamed rice process with enough pressure. He said he did not think rivals would do the same. And such as fish cuisine, the cooking of the soup, the order of the dishes is more rigorous, the work of a little attention, you may miss the food processing in a moment can be dead "delicious instant."

To this end, the small wild two lang will guests dining process design like a "cadence of the Concert": Mastery's tactics, the male and female customers will be squeezed out of the size of other sushi, so as not to break the meal when the rhythm of the process without hindrance; another example is "when he finds out that the guest is using the left hand, the dish of sushi will be on your left." It embodies the ubiquity of all the details, are related to the "Decree taste" can be reached the ultimate idea.

This lets the Yu see the heart to have the touch is, every time we see a dazzling success, we attribute it to successful marketing, and to the fact that successful marketing is not just a packaging of excellence, it should be said to be a flow that extends outward from this remarkable nature. As Philip in the book "with Drucker Studies Marketing": "The connotation of marketing is to win customers, retain customers and expand customers by creating value, propagating value, delivering value." ”

This understanding will help us to discover that there is a completely different way of success among the Shing, but it implies the fact that the value proposition can eventually be communicated.

At Apple, for example, we see not only the "pay" of the iphone, more to see the 42-Year-old before the throne of jobs, because of the complexity of Jane, through the human path, then will Xijinqianhua wash the humanities and technology of the "light"; in Tesla, we saw the "pay" of electric cars, also saw the Elon Musk the "fire" of engineering technology that believes in the laws of physics; in the orange body, we saw the "pay" of the orange, also synchronized see the Kingkian "Veterans Undead" belief in the "heat"; and in Ono body ...

This understanding may also help us to quickly discard "marketing is making good products, then by various means to packaging" this fragmented "product, marketing" Two yuan theory of thinking, and instead: "From the initial discovery of the distinctive value proposition, to consistently on each side of the product development, and adhere to the true self-expression. ”

"People on the river, but love the United States of bass; "The reason why people are outstanding, or because of their unknown, people have not seen, people are not lonely." And this, I think that is the marketing should be a "flavor".