"Strategy" is to make several corresponding plans in advance according to possible problems in order to achieve a certain goal, and in the process of achieving the goal, make new plans according to the development and change of the situation, or choose corresponding plans according to the development and change of the situation, and finally achieve the goal. The strategy is actually a direction guide.
"Details" ① A small link that is not easy to see, a trivial matter. (2) The smallest unit that describes people, events, natural scenery and social environment in literary and artistic works. The description of details should be true and vivid, and obey the expression of the theme.
When I first saw this debate, my first thought was the scope of play. Strategies range from various survival strategies in the animal world (all kinds of parasitic relations, competitive relations and cooperative relations are survival strategies) to tactics of a war (all 36 strategies are strategies), to national principles and policies, and to diplomatic relations between countries. Only when the general direction is right, small details make sense. For example, in the recent Malaysia Airlines incident, the Gulf of Thailand used more than a dozen countries in the South China Sea to pay attention to the details of the sea surface, whether there were oil spills, wrecks and bodies. A week later, Malaysia actually turned around and flew to the Indian Ocean to avoid radar. Ask for all the details of the previous week, including the dispatch of warships, materials and planes by each country. The equipment and safety of warships, planes and satellites have all been successful, and the details of Qian Qian's "small links that are not easy to attract people's attention" have all been successful, but are these 10,000 successes in Qian Qian useful?
The Warring States Policy tells such a story:
Li Liang, minister of Wei, said to Wang Wei, "When I arrived, I saw a man driving north. He said he was going to Chu. "
"I said,' Chu is in the south, why go north?' He said, "My horse is fine." "
"I said,' the horse is good, but this is not the way to Chu?' He also said that I have a lot of travel expenses. "
"I said,' Although the toll is high, this is still not the way to Chu?' He added, "My coachman is very good at this." "
Look at this man, how perfect he is in every detail! I chose a good horse, brought a lot of money and hired a skilled coachman. It seems that all the details have been done, but the direction is wrong and the strategy is wrong. In the wrong direction, the better the details such as horses, tolls and drivers, the farther away from Chu.
When I first saw this debate, the first tactic that came to my mind was to ask the other side to give detailed examples, and then we refuted the premise of success. If the direction is correct, is the success of this detail still meaningful?
First, only if the strategy is correct, the details will be meaningful and the implementation will be meaningful. (Suggest giving examples of famous campaigns or current affairs politics)
If we only pay attention to the details, ignore the strategy and blindly implement it, regardless of the direction, that is, we can only see the trees but not the forest; If the strategy is wrong, no matter how perfect the details are. The more perfect the details, the greater the intensity of implementation. The more efforts are made on the details, the opposite will happen. If you go further and further on the wrong road, the more manpower, material resources and financial resources will be wasted and the greater the harm will be.
Therefore, the correct view should be that strategy determines success or failure.
You can't make strategic mistakes A strategic mistake may lead to the total annihilation of the whole enterprise, and it will be defeated all its life, and it will never be able to make a comeback.
A big mistake is a strategy, and a small mistake is a detail. If the strategy is wrong, there is nothing you can do, and if the details are wrong, there is still room for improvement.
For a ship sailing in the wrong direction, any incoming wind is against the wind. Similarly, for an enterprise and individual who has made strategic mistakes, any improvement in details is meaningless.
Second, the strategy creates miracles (it is recommended to cite the famous marketing examples such as Tencent binding bank cards with red envelopes or Ali Want Want, Didi Taxi, etc.)
Correct strategic innovation can create a marketing miracle. Marketing guru Rees and trout pointed out that "hundreds of millions of dollars are wasted on marketing plans that can't work" and "people waste more money on marketing than on any other social activities". Today's China is in the era pointed out by Reece and trout, and China enterprises waste more money in the marketing field. Compared with 10 years ago, the marketing environment in China has increased the number of media by 10 times on average (in the past, there were only one or two kinds of print media in a region, but now there are one or twenty kinds), and the layout or channels of media have expanded by 10 times on average (in the past, there were four editions in a newspaper, but now there are forty editions, and in the past, there were several channels in a TV, but now there are). The price of media has increased by 10 times on average (the advertising price in the same page or time period has increased instead of falling), and the number of advertisements has increased by 10 times on average (there are more businesses, things are hard to sell, and the competition is fierce, and as a result, they are all squeezed into the narrow road of advertising). 10×10×10×10 =10 to the fourth power, the advertising effect is diluted ten thousand times, and people's attention and eyeballs are diluted ten thousand times. Spending the same money on advertising can only achieve one-tenth of the effect of 10 years ago! If our enterprise only works hard on the creativity and production of existing print or film and television media advertisements, that is, on the details of advertising planning (including giving more money to advertising masters, creative masters and film and television production gods), then we can only work hard in the existing 10,000 marketing environment, and the advertising effect will double, but it will only increase by 10,000-from 10,000 to 20,000-which is insignificant, because it is impossible to improve the advertising effect by 10,000 times. And our enterprise is working hard on the details of this traditional advertising and marketing. As a result, "hundreds of millions of dollars are wasted on marketing plans that can't work."
However, strategic innovation can break through this marketing environment and change the fate of this waste. This is one of my "invention patents" and an innovation of marketing strategy. Using this strategy, any enterprise, entrepreneur, brand, product, etc. It can become a well-known social hotspot with a marketing cost of 6,543.8+0,000 yuan, and if an enterprise, entrepreneur, product and brand want to become a household name, in today's advertising environment, it will cost at least 100 million yuan to use traditional advertising methods, no matter how to design and plan details! In other words, the planning of this strategy or the innovation of marketing strategy can reach the advertising effect of 65.438+0 billion yuan with 65.438+0 million yuan, and the advertising effect is improved by 10,000 times at once! Because no one knows this strategy yet, and no one regards it as a marketing tool, just as no one thought of using tabloids for marketing at the beginning, Zhu San used it to create a miracle of annual sales of 8 billion. When no one advertised, the first generation of private entrepreneurs broke out overnight and became the earliest billionaire in China, thanks to the strategic planning and innovative marketing strategies that broke through 10,000 marketing environments.
And if you spend100000, you can achieve the advertising effect of10000000. This is another unique secret of mine, which obviously belongs to the category of strategic innovation planning. I am here to build another arena, and I am willing to use my innovative strategy to create another marketing miracle for the vast number of enterprises. The companion of this book, Strategic Miracle, will explain the classic cases of strategic miracle in marketing.
Correct strategic innovation can create miracles in real estate, tourism and forest real estate. There are three macro obstacles to real estate: first, the house is too big, second, the geographical restrictions, and third, the decision to buy a house is too important. All kinds of detailed planning about real estate marketing and even the whole real estate field can't change these three macro obstacles; The detailed planning of various cultural landscapes or tourist theme parks can't escape the end: it takes several years to start selling tickets and collecting money after investing heavily in construction, and it takes several years to recover the investment, but people often only need to see exotic tourist attractions once. In this way, the newly-built theme parks are only popular in previous years, but investors often haven't even recovered their money at this time, so more than 90% of the theme parks are at a loss; Afforestation is a loss-making business. For decades, the traditional business model of planting trees, cutting down trees and selling trees has taken too long to make ends meet. Therefore, despite numerous calls, instructions and documents issued by the CPC Central Committee, the State Council and the National People's Congress Standing Committee (NPCSC), the speed of afforestation still can't keep up with the speed of desertification. Wood imports consume a lot of foreign exchange every year, and paper prices are still rising all the way. The author jumps out of the details of traditional tree planting, real estate development and marketing, and tourism theme park construction, and intends to draw a cultural industry of trees from simple tree planting, so that tree planting not only costs nothing, but also allows tree growers to pay the bill, making the process of tree planting a process of collecting money and grafting it with tourism. Before building a park, you can sell tickets before building a park and grafting it with real estate, breaking the three macro obstacles of the real estate industry in one fell swoop, and you can also tear down the house and sell it. The book's companion "Strategic Miracle" will explain that this idea is valued at 30 million yuan, which will bring 52 billion business opportunities to an enterprise and strategic thinking that will bring changes to the three major industries.
Correct strategic innovation can solve the big problems of the Olympic Games. Olympic logo design, Olympic stadium bird's nest design, etc. It's all details. These details are really important. However, whether the intensive cultivation of these details can solve the source of 280 billion yuan, how to recover and make money after the investment of 280 billion yuan, how to make good use of the huge Olympic venues, journalists' villages, Olympic villages and other Olympic facilities invested heavily, and how to fulfill the promise made by the Chinese Olympic Committee to the international community to make the Beijing Olympic Games "the greatest Olympic Games ever" and "leave a unique legacy for China and the world sports". Obviously not enough. Solving these big problems depends on the strategic planning of the whole 2008 Beijing Olympic Games operation mode, surpassing the Olympic Games commercial operation mode founded by Ueberroth, rather than working hard on the details of Ueberroth mode. The author created a brand-new operation mode for the 2008 Beijing Olympic Games, and solved the above problems in a package, which obviously benefited from strategic innovation. The companion book of this book, Strategic Miracle, will specifically elaborate on this.
Correct strategic innovation can save a city. The design of city signs obviously belongs to the details of a city's operation. Hong Kong once hired a series of world-class design, consulting and investigation institutions to form a "joint fleet" for image planning, which lasted for one year and cost 9 million Hong Kong dollars. It turned out that Mr. Jiang Wei of Shenyang had already made the advertisement "Feilong" logo. The planning and design of a good logo may be very important for a strategically correct city, but for a declining city that has lost its strategic direction, the strategic revision and overall planning around the strategy is undoubtedly of greater significance. 1997, the author started the Master Plan of China, and made an overall plan for Zhuhai, including the strategic positioning of urban development as a world famous wedding cultural city, the development project of lovers road in the sculpture project of the World Love Epic Gallery, the main building of the World Wedding Plaza, the construction of landmark attractions such as Love Island, seas run dry and rocks crumble, and the construction of the "World Wedding Plaza". So for a city like Zhuhai, is it more important to mark such details, or is it more valuable to have a strategic system project like Zhuhai City Master Plan? Readers can compare this strategy with the details in the supporting book "Strategy Works Miracles". I believe that after reading this book, they will come to the correct conclusion: the quality of a city's logo design can not determine the success or failure of the city, but the strategy can.
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All this goes beyond the details, but strategy can.
A big mistake is a strategy, and a small mistake is a detail. If the strategy is wrong, there is nothing you can do, and if the details are wrong, there is still room for improvement.