Wu Bofan: Hello, everyone!
Liang Dong: Lao Wu is not in Guangzhou. He is on his way to Guangzhou or on his way out of Guangzhou. What have you been doing in Guangzhou recently?
Wu Bofan: I'm going to see my colleagues. At the same time, I also want to see some enterprises in the Pearl River Delta.
Liang Dong: I still envy it. You can go to Guangzhou for half a month if it is legal every month. This job is quite good. If there is such a job in the future, give it to me? I often travel regularly, and my wife can't talk about it. Anyway, have you seen any interesting companies in Guangzhou recently?
Wu Bofan: I just asked Mr. Xie Hong, Secretary General of Guangdong SME Promotion Association. I said, I have been hearing all kinds of grievances recently. Said that doing business now, business is not good. That GDP is declining, indicating that everyone's purchasing power and confidence are not enough. The sales volume is obviously lower than before, and the payment is not so ideal. What he said is not entirely true. Because they contacted some enterprises, they found that some enterprises were doing well at any time. Of course, more enterprises have some difficulties at this time. Of course, there are also very bad ones. This reminds me of a theory. He's a member of Boston Consulting Group's Japan branch. His name is Imamura Yingming. This man wrote a book, here is the concept of top students. Ah, this top student is not a concept. But after his analysis, it is quite interesting. He said that in any industry, class in a school and enterprise, there are excellent students, average students and poor students. What about the top students? Of course not.
Liang Dong: Five to ten percent.
Wu Bofan: Hmm. Most of them are students of medium height.
Liang Dong: Sixty to eighty percent.
Wu Bofan: Hmm. Then there are some poor students. In fact, we say that an enterprise is doing well; Not doing well does not mean that there are no poor students in that enterprise. It's not that there are fewer middle school students in that enterprise. In fact, it is only less than the average student in other enterprises. The ultimate effect of its business behavior is not that most people don't slip away. Some things don't slip away, but there are always some projects and businesses that stand out. It calls this state of ordinary students and many students a dark cloud state. It is the same for us personally. For example, I write articles, which is the most emotional. In fact, most of them are average. There are also bad articles and occasionally some top students. What I can do is to say that there are as few articles about that intermediate as possible and stand out from the crowd.
Liang Dong: Or don't publish it. Everything that comes out is ok.
Wu Bofan: That's good. Some people, he published few articles, very good. In fact, he still has a lot to publish. What he shows in the window is what he wants to show others. For example, when we are doing business, the best state of input and output is to input less and output more, right?
Liang Dong: If we don't go all out, the output will be more. ...
Wu Bofan: Of course that's the best. Yes, these are the projects of some top students. But many of them are input and output. The input is relatively large, and the output is ok, but it is not that big. Of course, there are also many inputs and few outputs. As far as the business volume of an enterprise is concerned, if there are many inputs and outputs, it is average. Then your business is in a dark cloud state. It's the same for a person. In a lot of work you do, you spend a lot of energy on a bunch of intermediate-level works, or achievements, or products, or projects, and so on. Then you are in a dark cloud state. What enterprises and individuals have to do is how to reduce this dark cloud state. Let these crowded products, projects and achievements spread out. Open the clouds and see the sky. It is a theory that there should be more top students' programs. Of course, when it comes to this, how to achieve it is a very complicated process. He said that such a theory is called the theory of top students.
Liang Dong: Yes, I don't think it is difficult to be a consultant.
Wu Bofan: Of course, some reasons sound like nothing. It would be interesting if combined with the case. Like driving a taxi. My brother now is not like my brother in the 1980s. In the 1980s, all college students wanted to drive a taxi. At that time, taxi drivers could earn one or two thousand yuan a month. At that time, on average, everyone's salary was ...
Liang Dong: One or two hundred dollars.
Wu Bofan: Where is it? ! Few people can reach 100 at that time. And they often accept foreign exchange certificates, right? It's all gone now It is the foreign exchange certificate, which is the RMB used by foreigners. Now my brother's income has not dropped. Just because of inflation, because everyone's income level has come up. So they became low-paying industries.
Liang Dong: Many industries are like this, and so are TV stations. In the early 1990s, a TV station director could earn seven or eight thousand dollars. Now the director of the TV station is only five or six thousand yuan.
Wu Bofan: In 2000, when I was able to earn 8,000 yuan, alas, I felt very fulfilled at that time. Ah, you think everyone ...
Liang Dong: It's still eight thousand dollars.
Wu Bofan: Gnome male-"... It's still eight thousand dollars.
Liang Dong: Ha ha ha ... Not easy, not easy. ...
Wu Bofan: Eight thousand dollars a month.
Liang Dong: Far away, back to my brother.
Wu Bofan: In Gori, he is also divided into top students, middle students and poor students. Poor students among brothers are drivers with bad business. They often gamble a long way, or make a detour, catch a passenger and kill him severely. But at ordinary times, I like to be lazy secretly. The main feature is that I don't like work very much. I like to brag and drink, but I don't like work. This taxi driver with bad business is like this. But there are very few such drivers, and most of them are ordinary drivers. Their characteristics are-working long hours and sleepless nights at work. So many people are in poor health and earn less money. It's all an average, 3 thousand yuan, that's all. Drivers with good business are all high flyers. They are good at thinking, but they don't seem so tired and relaxed. But the money he earns may be two times that of these ordinary students. Five or three times, at this level.
Liang Dong: How did they do it?
Wu Bofan: For example, top students ... I've really seen that kind. When you go to the airport, he will observe his words and deeds, pick you up and talk to you when you pick you up, but he is not talking utilitarian. But, by the way, he just learned about you. "Eldest brother, you are in Beijing on business." I wanted to test him, and I said, "Yes, yes, yes." Then I said, "The traffic jam in Beijing is also terrible. You can only do one thing when you go out a day. If you want to use the car in Beijing ... "His business card has been printed and here you are. Think about it, ordinary drivers go to the airport to solicit customers. Just to cancel that trip. Is to earn more than 100 yuan at a time. Still playing narrow-minded, earning so much ten dollars and eight dollars, right? But for such a driver, he regards every service for passengers as a marketing activity. I'll talk to him. I said, how many business cards can you send out a month? He said: this stack can almost be sent out. In the end, a dozen people will always come back to him. Some even pack for a few days. When I am in Beijing on business, you will follow me. how much is it? Because it is difficult for you to take a taxi when you are in Beijing on business. Especially when it rains and snows and you can't make a phone call, you feel very safe. He is willing to calculate by the meter. You are all cost-effective. You have stable customers. He has a dozen in his hand. Either this person is looking for him or that person is looking for him. Yes, generally such people are willing to give him more money. Or wait near the golf course. Some people don't want to drive. It has become a marketing activity. Every time, it has become a marketing activity. He always has such regular customers in his hand. Some people play golf and think your service is very good. As soon as I see it, I will give you the bag and bring it to you. I like sex very much. He used to drive to the golf course for so long. You think some golf courses are farther than the airport. Even in Beijing, I often look for him. Such people can earn more than 8000 to 9000 a month. This is the difference, boss. This is the difference between top students and poor students and middle students. The average student is that kind, especially always conscientious, but any order is a order. He doesn't think. He will not aim to have long-term and stable customers. Few taxi drivers can do this. In fact, it is also a very simple thing, that is, no one does it.
Liang Dong: I'm afraid of being narrow-minded. Speaking of which, the first part is over before I can get in a word. I think Lao Wu has just told us something that is very enlightening. Just pay attention to everything and study. Do anything, take a moment to think, and your life skills will be much higher. Have a rest, then come back immediately, sit down and feel the second pulse of economic life-Wu Dong's theory of relativity.
Pianhua: What is the theory of top students? What is the difference between the marketing concept and income level of the top students, middle students and poor students? What is the dark cloud state? Why are people who are considered blessed and lucky usually have a strong sense of service? Welcome to Wu Dong's Theory of Relativity. The theme of this issue is to be an excellent student.
Liang Dong: Hello and welcome to Wu Dong's Theory of Relativity. I'm Liang Dong, opposite Wu Bofan, editor-in-chief of 2 1 century business review. Hello, Bofan.
Wu Bofan: Hello, everyone.
Liang Dong: Before, we talked about driving a taxi. Why do some people only earn two or three thousand a month, while others earn seven or eight thousand?
Wu Bofan: Hmm. As a taxi driver in high flyers, he has to ponder over some secret laws and orders of his customers and his industry. Another feature of top students is that they are very clear about the crowd map of the whole city, so that they can keep thinking about where there are many passengers and the roads are particularly smooth.
Liang Dong: For example, there are some taxi drivers. He has the ability to keep the car clean, and he also likes to make friends, right? Maybe you are a good friend by pulling a passenger today? Maybe your son is looking for a job. Because of your good service, I helped you solve your son's job. How much do you think this is worth, right?
Wu Bofan: Yes, sometimes it's a question of reading a word fluently. This is entirely possible.
Liang Dong: It's quite possible, isn't it?
Wu Bofan: This is the story of a taxi driver, but I think it is also closely related to running a business.
Liang Dong: Have you put your heart into it?
Wu Bofan: Hmm. Do it with your heart The people you face, the things you face, the environment you live in, and the industry you live in often come to have in-depth dialogues and deep thoughts with it. Finally, make this picture clearer and clearer, and there is a process and steps of continuous optimization. No matter what line, there are such people.
Liang Dong: In the past, we always said that some people were luckier, while others were always more miserable and unlucky. After careful study, I found that those so-called lucky people usually have a strong sense of service.
Wu Bofan: I saw it with my own eyes. A friend of mine is a nanny. As long as she is a guest at home, she really makes you feel at home. She is from the heart, not a skill. She is really kind to people and does her best. Generally speaking, the guests are unhappy when the nanny comes. Because her workload will increase. But she was just happy, after the guests came.
Liang Dong: I totally consider myself the hostess. hahaha ......
Wu Bofan: My friend's family often comes to friends from all walks of life, such as business, art and culture.
Liang Dong: There are great scholars in talking and laughing, but there are no idiots in communication.
Wu Bofan: Hehe. One day, a friend of my friend wrote an email to my friend, saying that she was going to have a baby soon, hoping to find a nanny and asking if she could let my friend's nanny be her nanny. As a result, her fate changed after she went.
Liang Dong: What's changed?
Wu Bofan: Yes, she takes care of the child. She also takes good care of everything, including finance. She manages the family accounts very clearly. My friend's friend is a strong woman. She doesn't know how to do things at home, and there are many things in the company. Later, gradually, she was occasionally asked to go to the company to help the company do something. Well, she does everything neatly. Later, the strong woman admired her and gave her a sum of money to start a business. She has opened several stores selling mobile phones and other department stores, all of which are very good.
Liang Dong: In fact, this story has been circulated too much. One day, I was having dinner at a medical professor's house, and their nanny followed them for many years. No longer a nanny, but like family. From the birth of the nanny's child to the graduation of the child from college, the nanny has been working in the professor's house. Then, generally speaking, these friends who are professors are reluctant to find a job, but if the nanny's children find a job after graduating from college, please tell me if you can help me find a job. On that day, several of my former colleagues came to my clinic, er, I told him that this kid studied computer, not bad, not bad. As a result, I recommended it, and people successfully got this "offer" after layers of interviews. Wow, that salary is three or four times that of a fucking month. Alas, his mother is very, very grateful and feels very good. I told that boy, do you know what fumeng is? In other words, you have enjoyed your mother's blessing. She has sincerely served others all her life and brought value to everyone. Today, we are willing to help you so enthusiastically because we see that your mother is so good, because we believe that a good mother and child are also very good. Therefore, from these stories, I find more and more that the so-called blessing is service. Do you serve others and obey their hearts? When you have these two hearts, you are a blessed person. You are a very happy and lucky person, so naturally there are people everywhere to help you.
Liang Dong: I'm not happy myself.
Wu Bofan: Yes, first of all, you are unhappy. Secondly, your effect, sometimes you still invest a lot, just like when some people break the law, they still pay a lot of labor, but the effect is very poor.
Liang Dong: So when I often chat with some of my female friends, I tell them one thing. I said you want to get married, which is good, but you must marry a man you admire. If you look down on this man in your heart, even vaguely, you just feel like saying, Oh, it's time for me to get married. If this man is willing to marry me, I will marry him. I told her it was basically painful.
Wu Bofan: As long as you refuse to obey, you will be unhappy.
Liang Dong: Go to hell.
Wu Bofan: Yes, bringing clothes means "completely believing". These two are linked together, are you convinced?
Liang Dong: If you don't believe it, how can you be happy? How can I convince you if you are unhappy?
Wu Bofan: It's not just a matter of personality. I'll tell you a story and you'll know. What do you mean by taking this thing? What does it have to do with being a top student? Not long ago, when we went to Hangzhou, we met a strange man, different from others. At first glance, it is different. Later, I learned that he opened an advertising company in Jiaxing, Zhejiang. How big can it be to open an advertising company in the county? But his turnover can reach 60 million to 70 million. Many of his tricks are really whimsical. His is the kind of seemingly wild way, that is, in the normal industry, he doesn't do that. Because he likes thinking too much, he can find some flaws in this industry, just like Soros's mistakes turned into gold. He did a lot at once after discovering the defects in this industry. In order to avoid the suspicion of advertising, I won't specifically say how this company did it. But he told me the story of catching Monopterus albus when I was a child, which I found particularly interesting.
Liang Dong: What do you mean?
Wu Bofan: This man, his name is Wu Liangqing, and he is an eel expert. To what extent are eel experts? When he was a child, he always caught more eels in the rice fields than others. Later, he began to think that eels in rice fields could not bear his understanding of eels.
Liang Dong: Ha ha ha ... That's advanced.
Wu Bofan: Of course, this is also driven by economic interests. Even the rice field eel is very small. Because it's easy to catch, everyone catches it. There are few very large eel. Rare things are the most expensive. Monopterus albus over four or five ounces will be very expensive, and the price can be tripled or quadrupled. That's it. So I started catching big eels. Of course, the pond comes to mind first. There are few people catching eels in the pond, and the hole of eels in the pond is very special and deep. You can't catch it in the ordinary way. Therefore, many rice eels escape from the net year after year. ...
Liang Dong: It will grow into the essence.
Wu Bofan: Hehe, right. As for the big eel, after he carefully pondered its habits, alas, catching that eel is really a good realm to grasp. Later, he felt that the pond could not carry his knowledge about eels. He went to the river to catch eel. Generally, few people go to the river to catch Monopterus albus, and the Monopterus albus in the river has no holes. It's hidden in that nest. However, because few people were caught, the Monopterus albus at the head of the river was relatively large and unimportant. After all, he felt he had to study it. You said it was a little strange, right? Who cares about these things in general? But his strong concern for the future can really make a difference. He found that Monopterus albus was a dormant animal, not a hibernating animal. I heard about this for the first time, and then I went to Baidu to check it out. It really is. Dormancy means that no matter whether it is in spring, summer, autumn and winter, as long as the environment is unfavorable to it, such as without food and water, it can't move in one place, and it can sleep in that place for a long time, and it will last for forty or fifty years. It is also mentioned in Exploration and Discovery.
Liang Dong: If you catch a person for 40 or 50 years, it's not real eel essence.
Wu Bofan: That is the essence of Monopterus albus. When he knew this information, others just thought it was interesting, and he immediately thought of where the business opportunities were. He bought a pack of cigarettes for an old man in the village. Tell me, which places in our area were farmed around the lake before? It used to be a pond and a small lake, but now it is a dry field. Please ask him to point it out one by one. Now's the chance. When he came to a mulberry field, he dug a deep pit, one or two meters deep. When it rains, the pit is full of water. After being filled with water, it will inevitably penetrate around. Some Monopterus albus only sleeps in dry places when filling the sea around the lake, but as long as it can feel the water, it wakes up and is very sensitive, so it goes to places with water. He goes there early every morning and finds many huge eels in the pit.
Liang Dong: Oh, you said you were well trained, but you were cheated by this Zhejiang person.
Wu Bofan: Ah, right, right, right.
Liang Dong: Hahahaha ... Oh, you said I wanted to cultivate my self-cultivation, and a child has dug a hole. Oh, so sad. Have a rest, come back right away, sit and get through the second pulse of economic life, "Wu Dong's Theory of Relativity".
Pianhua: How does an enterprise become a top student in the industry? Why is attention everywhere knowledge? Why is it the beginning of all happiness to constantly improve the situation on the premise of accepting the status quo? Why do you say that if you want to be a top student, you have to work wholeheartedly? Welcome to Wu Dong's Theory of Relativity. The theme of this issue is to be an excellent student.
Liang Dong: Hello and welcome to Wu Dong's Theory of Relativity. I'm Liang Dong, opposite Wu Bofan, editor-in-chief of 2 1 century business review. Previously, Bofan told a very interesting story, saying that one of his friends discovered that Monopterus albus was a dormant animal, and then dug a puddle next to Monopterus albus in dry land. After several years of dormancy, these eels suddenly found water, swam over and were caught, right?
Wu Bofan: He didn't swim, but climbed. When he found signs of water, he climbed over. He fished it out like noodles.
Liang Dong: What is this? I tell you, this old house is on fire, hahaha ... after practicing for decades, at the age of 60, a person found a puddle and won on the spot, haha ... so many young artists have found it now. Go find those little eels. It's no use catching it four or five times. Grab it if you want. hahaha ......
Wu Bofan: Dig a hole!
Liang Dong: Dig a hole! Ha, ha, ha ... Oh, if we rank this successful old entrepreneur over 55 in China, it is still a minority. Let's make a plate and dig two holes ... hahaha. ...
Wu Bofan: He told me that some eels are thin. Because I have been dormant for a long time, there is no such energy supply, so I am very thin.
Liang Dong: But it's long.
Wu Bofan: It's long. Take it back. Hey, it's so big That's the fighter in the eel, you think. The luxury of eel, the price is simply not the same, I have never seen such a big eel.
Liang Dong: Right, right, right. All clean-skinned eels, hahaha. ...
Wu Bofan: Yes, he said that he dug up all the eels in this way before liberation!
Liang Dong: Ha ha ha ... What a nuisance, these people from Zhejiang. This story is vivid and vivid, and it is worth telling often, but what does it have to do with the theme we are going to talk about today?
Wu Bofan: Top student.
Liang Dong: Ha ha ha ... Right, right, right. Today's theme is top students. Even digging eels is divided into three grades, so I'm afraid it's time to ponder.
Wu Bofan: Ah, he is too addicted to thinking about exams. He is too obsessed with doing things. You found him. Then how did he switch to the advertising industry? When he sold eels, he found that this high-quality eel, a luxury eel, could be sold at such a high price. It doesn't necessarily mean how delicious it is. The value of a commodity itself is very different from the value it finally presents. Later, he found that marketing and advertising can greatly amplify the value of a product, and he began to turn to that industry. He pondered that he could also be an advertising company with sales of 670 million yuan in his small county. We don't advertise for anyone. When he told me this story, I happened to be reading the book "Top Students". That's a coincidence. At that time, I was thinking that it is really difficult to do business now, but most middle-aged students catch eels in rice fields. What he wants is to go to the pond and the river.
Liang Dong: He went to land.
Wu Bofan: Yes, on dry land, what is captured is. ...
Liang Dong: The old eel before liberation, these are old spies, hahaha ... how many years have they been lurking?
Wu Bofan: How many years has this been the Republic of China?
Liang Dong: Monopterus albus in the Republic of China. Monopterus albus like this shouldn't eat at all, you know? When he sells eels, he can only get 200-300 yuan. He stuffed it and brought it to the exhibition for 2000-3000 yuan, eel of the Republic of China!
Wu Bofan: Or you can keep an eel in a restaurant, which is a good thing in itself. ...
Liang Dong: Monopterus albus.
Wu Bofan: Yes, the eel emperor. hahaha ......
Liang Dong: Hahahaha ... You told me this today, which inspired me a lot. Many of us will always encounter such difficulties in our daily life and work. There is a kind of people who think that most of them are like this. I just need to be diligent. Another kind of people said, "Well, maybe there are other opportunities in this world, and everyone doesn't know." Think about it.
Wu Bofan: Yes, poor students are another kind, who only complain. Alas, eel is hard to catch. If you don't make money, you always want to …
Liang Dong: Grab a big one.
Wu Bofan: You can't catch the big one. You can't catch one in a rice field. You don't know how to catch one in a pond or river. I don't even want to catch eels on land. This is what I call serving. I totally believe it. He has reached the point of serving one thing, that is to say, he devoted himself to it and immersed himself in it. This is the essence of clothing.
Liang Dong: For example, the friend "Monopterus albus" you just mentioned? What did he take? He didn't jump ship, but he gave in to one thing. When everyone was fighting, he accepted the matter of fishing eel. I accept it first, and then think about how to create it. Accepting and improving the status quo is the beginning of all happiness. I used to think this is a famous saying I said, written in the book Joy, and later found out that it was said by Jung. Wow, I was very happy that day, you know?
Wu Bofan: It's almost Liu. Liu said that he dreamed that he had written a poem, so he wrote it and published it. So, people figured out whether this was written by a poet in the Western Jin Dynasty or the Eastern Jin Dynasty.
Liang Dong: It is also possible that Liu forgot after reading it when he was young. I forgot and went into subconscious hibernation. As a result, he pulled out a pit of water on the dry land, didn't he? This also shows that my idea is not mine, or maybe I saw Foucault or Jung when I was young.
Wu Bofan: They all slept there, and then you arrested them. Oh, not careful. So this "suit" is really important for an excellent student. I have to repeat that sentence. Lincoln said, "Life begins with service and ends with service." When you were born, others were serving you, and when you died, others were serving you, so what should you do in the middle? It's also a service. This kind of service is not a simple action, but a sincere conviction. I believe that this friend's joy in catching Monopterus albus is beyond doubt, and his every breakthrough. He also talked about his game with an old eel, which was very interesting. ...
Liang Dong: Tell me, tell me, I'm interested, tell me!
Wu Bofan: That old eel is so cunning that many people say there is a big eel here, but no one catches it. once in a while ...
Liang Dong: I caught a glimpse of it.
Wu Bofan: I can tell at a glance that it has become a legend in this village. When he started catching Monopterus albus, he heard about it. He had a dream in his heart and must catch it. The old man and the sea, I must catch that fish. That's the idea. Later, he found that there was an eel in the head, but it was very cunning. It doesn't take the bait at all, and it doesn't eat fat earthworms anymore. Later, he just threw a very fat earthworm to that place every day and threw one without eating it. The next day, he threw another one and didn't eat it. When he threw a lot, he suddenly found that the earthworm was gone and eaten. He let his guard down, because he could try, so he gradually let his guard down. Finally, one day he threw another earthworm, but it took the bait.
Liang Dong: Just got it?
Wu Bofan: I see.
Liang Dong: That's too bad. Doing business with Zhejiang people is terrible. Ha ha ha ... So, a friend is kind to you every day. You must know that he is putting earthworms. Don't you know which one has a hook behind it? Do you know that?/You know what? Do you know that?/You know what? It is estimated that this story will spread widely. Let's shout from a distance. Let's remember to spread it. It will spread widely. Alas, when we were doing the program today, we said one thing, that is, people do have grades. The worst people just complain, the middle people just accept it, and the highest people just think about it after accepting it.
Wu Bofan: Totally.
Liang Dong: I am convinced. Yes, hello, hello. Happy to make money and happy to go home. Ha ha ha ... Well, thank you for listening to Wu Dong's Theory of Relativity today. See you at the same time next time.