Ma Songfa wrote an article, analyzed an experience of eating in a street shop as a consultant, and gave 45678 measures and suggestions.
As a consultant, I can understand this mentality and thinking mode: this article is actually some thoughts spontaneously caused by Ma without systematic and in-depth research.
1
The concept of right and wrong, put it aside.
But as far as the behavior itself is concerned, this is an extreme and uncontrollable performance in an industry.
Many masters are born after a long period of deliberate practice. When they can practice, they don't need to think through their brains, but they can act and think differently about certain things based on instinct. You can say that this is an occupational disease, and it can also be said that it is professionalism. In short, you will have this instinctive reaction only when your skills reach a certain level. Anyway, when you reach this level, you are at least a better person than most people.
On the other hand, being able to substitute the habit of professional thinking into the ubiquitous trivia in life is a way of deliberate practice in dribs and drabs. Over time, you can also become an excellent person.
2
Look at the enforceability of these implementation suggestions.
In this world, there are many people who can come up with a big and complete solution to a problem, including many advertisers, many consultants and many experienced veterans. Ma Songxiao, no doubt, is definitely one of them.
But why, even companies like McKinsey, roland berger and Ogilvy, which have gathered the world's top consultants and the smartest people, are more icing on the cake than offering timely help? Consultants can't change anything about whether an enterprise should close down or decline.
The key is, where is the key to a problem and where is the feasible solution.
In this world, only a few people can clearly define the problem. The meaning of defining a problem lies not only in finding the problem, but also in solving it. The problem of definition is to find the most core, key and feasible measures under this situation and this person's various restrictions.
Take the store that Ma walked into as an example. If it only needs to profit from its own single store and does not need to consider joining or chain, then the core problem it has to solve is to drive people within the sales radius of this store to their store instead of the next one.
What are the core interests in this specific range of activities that can impress people and improve the rate of entering the store? Obviously, it depends on the analysis of the crowd and the distribution of the surrounding formats. For these people, if improving the experience, improving the facade and optimizing the products can attract people, ok, it is meaningful to make some changes for these; But if these people's core concerns are not these, they may just enter the store because it is cheaper than the store next door 1 yuan. If the owner's capital and manpower are limited, can he only complete one or two of these things, or even do nothing? So for the shopkeeper, the most important thing is not the big and complete solution, but the most effective implementation method.
three
Consultation itself is a cycle of "putting forward hypothesis-testing hypothesis-observing feedback-summarizing attribution-putting forward hypothesis again", and marketing is also a process of constantly learning from practice, which is very harmful, that is, misleading others and encouraging their inexplicable sense of superiority.
As far as the information obtained from the article itself is concerned, Ma deliberately experienced the narrow definition of "investigation" in the shop. It's really ridiculous that a meal in a shop can be called an investigation.
four
I admire Ma's keen observation and profound thoughts, but I don't recognize his superficial generalities.
Many times I love and hate him, perhaps because he is always so real and reckless, putting all the good and bad on the table for everyone to judge, and at the same time, like a teenager, making mistakes with an invisible man.
Or we should always remember that he is not a master, he is just an excellent marketing consultant or copywriter.
This article was published by Little Cross Reading Account, 20 17 10 13.