When I open this book again, I want to follow the context of the book and sort out my gratitude again. This note is a summary of the first half.
“Every ordinary person has the potential for creativity. Through observation, thinking, and exercising our brains, we can experience the mystery and beauty of creativity.”
1
p>Creativity starts with being confident about yourself
Ogilvy people are indeed very individual and will not suspend their work just to cooperate with the interviewer in writing a book. Their employees are very free and do not have to be afraid of contradicting their bosses. , as long as you have a point of view, no one will be offended. Such an inclusive atmosphere will make them more personalized, more confident, and have a sense of security to face challenges.
2
Who are Ogilvy people?
The leadership team’s love for talents allows Ogilvy to have a variety of talents, each of whom will create different wonderful stories. The creative director is looking for people who are different from him. I think this is very unusual, because when people get along with each other, they are essentially looking for the same traits. If you want to get along with someone who is completely different from you, there must be a lot of contradictions. , it is also very difficult to manage. This may be the reason why Ogilvy has so many talented people. When we face difficulties, we always get surprises.
3
Disobedient new perspectives
Ogilvy people believe that Ogilvy is an industry whose essence is creativity and only sells good ideas. Therefore, no one dares to relax, always learning, always thinking, or even asking for trouble. When communicating with customers about plans, they will put forward new and different viewpoints, and do not conceive ideas according to the customer's original intention. What they want to analyze is the customer. There is a real problem behind the request. This will result in the loss of some customers, but Ogilvy people do not feel it is a pity. I think this is very rare, being able to not be confused by interests and stick to the values ??you believe in. What's even more rare is that they are very flexible. In order to achieve predetermined sales targets, they will make choices between short-term goals and medium and long-term goals, but they will never forget to consider from the perspective of brand value, and they are meeting continuous challenges.
4
Why is Ogilvy Ogilvy?
"Obviously it is the simplest and easiest to make money by following the customer's opinions and modifying them according to the customer's opinions, but Ogilvy is trying its best to persuade customers to believe in good ideas." Huang Lijuan treats every customer as a "love" customer instead of "Bread" customers, so we can sincerely come up with the best things and adhere to the principle of creativity. More than ten years ago, Zhuang Shufen had to choose between "Brown Coffee" and "Left Bank Coffee". The former was an important customer, but the creative and business teams had been exhausted for several years, while the latter had very low operating income. A new business, but a group of young talents are getting ready. She gave up the former for the creative space of the latter. Very very Ogilvy style, with creativity as its essence.
5
Give me enthusiasm and forget about the rest
Enthusiasm is magic that can make anyone devote themselves to doing things. In order to win over KFC, Tang Xinhui took her assistant to eat fried chicken meals from various fast food brands in Taipei for a month. She also collected information from many aspects and achieved "understanding the advantages and disadvantages, similarities and differences, and respective pricing strategies of each brand. Communication strategies, and even internal training and employee quality can be mastered." How could such serious and enthusiastic employees not be recognized by customers? Only love that comes from the heart can produce a steady stream of enthusiasm. "With or without enthusiasm, you can deceive others, but you cannot deceive yourself." Ogilvy can provide creators with a good environment. Every Ogilvy person loves creativity, and those who don't love it will naturally fade away. It's a very good mechanism.
6
A paradise for creative talents?
Behind freedom is a rope of discipline. Because I love creativity and teamwork, when one person drags down the process, the pressure generated can restrain people's work more than clear regulations. Ogilvy is willing to let second-rate talents accept the island of first-rate talents, so as to retain first-rate talents and inspire second-rate talents to achieve a win-win situation. So it’s rare. Creativity is very important in Ogilvy, but respect is not limited to creative staff, but to every Ogilvy person.
7
A businessman or an artist?
Advertising is both an art and a commercial activity. “Thinking of your own creative space first is human nature, and being able to change from ‘small self’ to ‘big self’ is professional practice.
"What a clever answer. Ogilvy people are both artists and businessmen, but businessmen are more important than artists, so they cannot forget their identity as businessmen. What's more, as experience deepens, it is possible to solve customer problems and take into account the quality of creativity. Achieved. Here is a point of view: Enjoy the process to maintain creative enthusiasm. It doesn’t matter what the result of the advertisement will be. As long as the process is careful, the result will be good, not to mention there are so many factors that affect the result, so enjoy the creative process with all your heart. And learn how to slip on the shoes and find intersections in contradictions. After all, the essence of creativity is contradictions. “Look for opportunities in contradictions, rather than giving yourself ordinary excuses in contradictions. "
8
The younger you are, the more creative you are?
Creativity is not a patent for young people. "Young people do not lack the ability to dig out diamonds; The difference between diamonds and glass. The responsibility of senior workers is to make gold in the sand, polishing the vision, courage and persistence of young people through cooperation and demonstration again and again." A person maintains a young mentality, a child-like innocent curiosity and the courage to explore , is the core of endless creativity
9
Believe in knowledge, believe in learning
Ogilvy attaches great importance to learning, whether it is a knowledge sharing platform or knowledge management. , all to keep Ogilvy people on the road of learning. “If there is only one most important ability left in this world, it should be the ability to ‘learn how to learn’. ”
10
Training is the heart and soul of Ogilvy
Ogilvy’s intensive training is very scary. I felt this way when I read the description in the article. I'm a little yearning for it. Ogilvy will not cut training expenses during the economic downturn. This is very common. Thinking that in real life, three generations of rich people often lack the inheritance of knowledge. As a company, Ogilvy has no It is really rare to be able to achieve this level of inheritance through blood connection. Training can strengthen beliefs and integrate experience, and can also improve professional skills and communicate corporate beliefs. It really serves multiple purposes.
11
Even if you want to be popular—internal marketing also needs to be fun
Every little thing should be communicated creatively, so that your life is filled with a fun atmosphere, and you can naturally get along well with each other. Ideas. It’s the same regardless of your daily work or life. What I find interesting is that Ogilvy’s two books, “Read this and be great by Tuesday” and “Read this and be great by Tuesday,” are all in special bindings. , there is no cutting between pages, and you need to cut it with a utility knife before you can turn the page after reading. This is such an interesting setting. Reading can make you calm down, and it also cultivates patience.
< p> 12Pursuing Dreams in the City in the Sky----Partnership
It is a great happiness to work with people who share the same values, with trust, encouragement and * It makes me happy to think about working hard with a group of people until the end. “Where is the Sky City? Where dreams never die, where partners are with you. ”