What is a real need? A need that hurts when pulled.

functional requirements

Emotional value and emotional needs

Asset Value and Investment Needs

Going back to the value formula, innovation is actually a combination of different values. By adding new value to the original value, new businesses and combinations can be born.

Category evolution

Creating a brand is the accumulation of information from the outside in people's hearts. No one can create a brand, we can only register a trademark.

Brand formula: Brand = product from generation to generation, public memory, time filter

When each brand first debuts, it is a trademark product. As generations change, its reputation changes.

White label: A brand built on the supply chain has no competitiveness at all and can only be sold at a low price, so a white label is a brand made for nothing.

Old brand: product value and sense of security

Big brands: product value, recognition, emotional arousal

Number One: Grandmaster Products = Product Value, Recognition, Industry Leadership

brand

The core of an Internet celebrity brand is: freshness and topicality

The core of a big brand is: recognition and emotional arousal

The difference between internet celebrities and big names

The life state of the brand is: existence

three mobile phones

Grandmaster’s – Apple

Desired properties

Charm attributes

Required attributes

indifference property

reverse attribute

There is no attribute that costs nothing to make a product. If it doesn’t, it’s a lie.

In an era of urgent need, people will buy whatever they don’t have. But in the era of character design, his strengths are his needs, and this is almost difficult to change.

Personality is the confirmation of self and continuous self-investment

The character design is historical and future; it is realistic and exceeds expectations.

The difference between user persona and user portrait

Announcement of character design: character design = fixed character classification, memory hammer, external image characteristics, personality, specialties

The path of character design: Pretend you can until you make it

We will continue to receive praises and even negative comments from our personality. Both of these are feedback. If we ignore them, we will definitely be addicted to building our own personality. However, there is a gap between this deduced self and the real self. When it gets bigger and bigger, collapse is not far away, and what supports these are the established business capabilities (functions) and the expectations that can be imagined and seen.

If a product doesn't get a better growth curve, there must be something wrong. The most fundamental thing is that the value cannot be established. If the value cannot be established, just give up. If the value is established, then there must be problems in perception, imagination, scenes, and interests.

The best product scene matching should be to find a market to use product matching. Instead of producing products first and then matching the market

What is the market? The market is a link between scenes.

Scene exhaustion and scene recognition

The more specific the scenario, the more powerful the product

Two dimensions: influence and interest

Internal consensus: interests are attitudes

Customer consensus: camp management

Market consensus: driving the benefit chain

Social consensus: crisis public relations, business for good, ESG

It is the birth of a new consensus, which usually contains 5 elements

Close cognitive warfare - persuasion

need

like

agree

Belong

order of consensus

ability system

Distribution mechanism

Realization logic

Location-based real-time matching system between supply and demand parties

The unity of goods and luck

Full-link digital management system

Game with capital market

before the muddy water attack

Build new products, operate at a finer granularity, and conduct in-depth research and development and testing

The difference between Daily Fresh and Rising

Cognition is the cause, innovation is the effect

Risk perception and safety boundaries

mental effort

The right to distribute is the core of rights

There are three key points to evaluate a person: skills, resource set and influence.

Tangible things have boundaries, but intangible things have no boundaries. Because they are infinite, it is difficult to

Planning thinking and evolutionary thinking: Planning is knowing what to do rightly, while evolutionary thinking is taking the first step and then making adjustments based on market feedback.

The difference in earning power first comes from differences in cognition

Learn to use your own cognitive framework to judge the outside world

Learn to play games and strengthen your position

Instrumentality and humanity, strong management and strong motivation

Resources always gather in faster places

Rewards for top talent

core model of media

The movement of the weak

Judge a person by his actions