Chapter 23 2. Learn to change places to drill wells

She is a science editor of a youth newspaper, and she does a great job, but she hasn't shown her ideal brilliance in a unit full of talents.In the course of her work, she found that many young readers had no place to express and communicate when they encountered problems in work and life.So she proposed a new idea: to start a psychological hotline for young people. This is a brand new idea, but it is hardly mainstream in newspapers.Because more editors and reporters think that their job is mainly to write and publish news articles, and it may not be worthwhile to spend time doing such a thing.But the leader still agreed with her idea.The hotline was quickly opened, and it had an unexpected effect: it caused a great repercussion in the society, and the phone calls almost exploded.The voices of many teenagers were brought together through a simple telephone line, which also provided this editor with a lot of news material.

Later, publishing a single article was no longer enough. The newspaper simply created a new page in the newspaper called "Youth Hotline", publishing the voices of these readers in four full pages every week. "Youth Hotline" later became one of the newspaper's most popular columns.And this editor soon won the Zou Taofen Award, the highest editorial award in Chinese journalism. This story happened in the China Youth Daily, the unit where I used to work.The editor who stands out is my colleague and friend named Lu Xiaoya.The reason why she can achieve such success, there are two very important factors:

First, in the work, have the spirit of spontaneity.People with this spirit can often create opportunities and values ​​that others cannot. Second, on the level of wisdom, there is another very prominent point: changing places to dig wells. (1) Changing places to drill wells and developing new ideas Changing places to dig wells is a famous thinker and the father of innovative thinking.The concept proposed by Bono is used to describe the two-dimensional thinking method proposed by him.In 1984, U.S. businessman Uber Ross organized the Los Angeles Olympic Games, turning the Olympic Games into a profit.When the reporter interviewed him, he admitted that one of the most important points is to learn the plane thinking method.

So, what is the planar thinking method? De.Bono's explanation is: the plane is for the vertical.Vertical thinking mainly relies on logic, and just follows a fixed train of thought, while plane thinking tends to think in multiple ways.To this end, he made a popular analogy: When a well is drilled in one place, there is always no water coming out.People who think vertically will only think that they are not playing hard enough and increase their efforts.However, people who think according to the plane thinking method may think that the place where the well is chosen is wrong, or there is no water at all, or the water needs to be dug very deep, so instead of working hard in such a place, it is better to find another one that is better. Drill wells where water is easy to come out of.

Verticality always leaves out other possibilities, so creativity is greatly limited.The plane is constantly exploring other possibilities, so it is more creative. In fact, there are quite a few excellent people who are also carrying out the creation of drilling wells in different places through their own unique methods. Mengniu Dairy has won the title of the fastest growing enterprise in China for three consecutive years.Such great progress has something to do with the management wisdom of Mengniu boss Niu Gensheng.Not long ago, my friend and I were invited by the company to discuss with Niu Gensheng the next step of the company's development, and at the same time explore the reasons for Mengniu's rapid development.

Niu Gensheng repeatedly stated such a point of view: Anyone or any enterprise must learn to develop new ideas if they want to develop rapidly. Niu Gensheng used to work in another well-known dairy company, and later he left that unit. Starting from scratch, he achieved sales of 10 billion yuan in five years.The ability to achieve such a performance is not only related to his unique business philosophy, but also related to the introduction of a well-known consortium.This consortium is the Morgan Group, one of the most famous consortiums in the world.Thanks to the joining of Morgan, Mengniu not only developed at the fastest speed, but also went public in Hong Kong smoothly.

Mengniu would not have been able to achieve such a rapid development without this kind of practice of developing new ideas in capital operation and other aspects. (2) If you are good at digging wells in different places, you will have a better way to solve the problem When encountering problems, we should learn to change our thinking.Once the way of thinking is changed, the problems that were originally difficult to solve may be solved easily. There is a famous botanical garden in New York City, USA, and a large number of tourists come to visit it every day.But there is a problem: Some tourists always steal some flowers while the managers are not paying attention.Later, the botanical garden changed a manager.He made a small change to the notice board in the park, and the phenomenon of stealing flowers was completely eliminated.

The original notice board read: Anyone who steals flowers and plants will be fined two hundred dollars.But now, he changed the sign to read: Anyone who reports the theft of flowers and trees will receive a reward of two hundred dollars. Why small changes can bring such good results?Listen to this manager's answer: It turns out that writing like that can only be supervised by my two eyes.And now, there may be hundreds of pairs of vigilant eyes watching for me.What a wonderful transformation! (3) If you are good at drilling wells in different places, it will be easier to stand out in the unit

The management guru Peters worked as a consultant at McKinsey Consulting Company before he wrote the book "Pursuit of Excellence", which is popular all over the world. .Later, he changed his mind and decided to build his reputation from the outside in.The specific method is: for some employees who are not willing to go to other places, take the initiative to understand the situation and contact the relevant people.In this way, not only can I get new information, but I have actually read just one sentence, and I can increase the weight of my words just yesterday, and establish my solid image and reputation in the company.

With the awareness of going to the outside world to obtain first-hand information, he has an advantage that other employees do not have.In addition, the books he has researched and written many times are more fresh and authoritative, and can be recognized by others. (4) If you are good at digging wells in different places, you will have a broader idea of ​​creating inventions Vitamins are essential to the human body, but few people know that vitamins were first extracted from rice bran.Later, scientists found some other vitamins from fresh cabbage, radish, lemon and other plants.According to the usual point of view, what else can rice bran be used for except as feed?What is the use of cabbage and radish besides eating?But their extracts can be used to improve the quality of life, and even save lives.This is the result of thinking divergence and plane thinking.

Bark and rags seem to be useless, but Cai Lun used them to make paper, which made the progress of human civilization take a big step forward.Everyone is familiar with dense annihilation and hot air, but the Montgolfier brothers used them to fill giant balloons, so that the hot air balloons successfully carried people in the sky. Only then continue to develop. (5) Being good at changing places to dig wells makes it easier to remain invincible in the competition Fowler was a brush king who started by selling a handful of small brushes for eight cents.Later, when everyone saw that making brushes was profitable, they produced them one after another, which put a lot of pressure on his company.Feeling the competition, Fowler boldly shifted his focus from ordinary people to soldiers. At that time, during the World War, he carefully designed a brush for cleaning guns, and found relevant people who said: This special brush for cleaning guns can clean guns quickly and well.The person concerned accepted his suggestion and signed a contract with his company for 34 million brushes.This strategy of changing places to dig wells has made him a lot of money, and has further established his position as the brush kingdom, leaving others who are still competing for consumers in the field of common people beyond the reach. The strategy of changing places to drill wells plays a more crucial role in market positioning. For decades, the American beverage market has been dominated by cola. Until 1968, Qixi soda proposed a non-cola positioning strategy.Seven Up is a kind of carbonated soda. In its series of advertisements, it always emphasizes that it is not cola, and tells consumers that there are two kinds of refreshing drinks: one is cola and the other is non cola. If you are tired of drinking cola, Seven Up is your other choose.After the non-cola positioning advertisement was launched, it was loved by people. Within a year, the sales volume was second only to Coca-Cola and Pepsi, ranking third.