Debate and solve problems should be thought independently.

Globalization has accelerated the "four major changes": power change, talent change, wealth change and concept change. In an increasingly unbalanced world, the future belongs only to people with ideas. Hegel said-people stand up by thinking. The business community has been saying that we are not afraid that we can't do it, and we are afraid that we can't think of it. The "Ariadne color line" we are looking for is the clue of business wisdom, the clue that makes you think from multiple angles, and the clue that promotes your leap. Business wisdom is first of all business innovation, and business innovation is first of all managing our way of thinking. Some experts and scholars who study the creative process believe that there are at least eight ways of thinking that distinguish genius from ordinary people. These eight ways of thinking are: irresistible creative passion; Multi-angle thinking; Genius thinks from the opposite angle; Genius makes original combinations; Genius tries to make connections between things; Genius is good at metaphor; Genius is ready for change; Genius visualizes a person's thoughts. Because people's thinking activities are an integrated process, in creative activities such as scientific invention, artistic creation and business planning, these eight ways of thinking often occur and interact at the same time.

The first thinking strategy of those great scientists and artistic geniuses in history is to be able to think, study and solve problems from multiple angles. Outstanding figures like leonardo da vinci, Einstein and Freud all have a common feature, that is, they often reconstruct their problems from different angles. Similarly, in the global market, many business geniuses, such as Mrs Chandler, Ted Turner, Michael Dell and Jeff bicks, have created markets that consumers didn't know before. Whether scientists, artists or entrepreneurs, these geniuses are good at thinking from multiple angles. They feel that the first angle of view is too biased towards their usual way of looking at things, and they will constantly turn from one angle to another to reconstruct the problem. Their understanding of the problem gradually deepened with each change of perspective, and finally grasped the essence of the problem. Einstein's theory of relativity is an explanation of the relationship between different perspectives. Freud's psychoanalysis aims to find details that are inconsistent with traditional methods in order to find a new perspective. Wal-Mart and Dell developed a brand-new business model from a brand-new perspective.

Why China lags behind in innovation lies in the so-called social elites, who often start from the traditional perspective and fall into the "jurisdiction of copying thinking". Let's see, from the most traditional agriculture to the most avant-garde TV media, their business is completely different. In terms of culture, education and social status, the level of operators is far more than 108,000 miles! However, these two unrelated groups have basically the same mode of thinking. For example, in a country dominated by agriculture, intensive cultivation has been a treasure house of traditional agriculture since ancient times. But now it is found that ploughing will also destroy soil fertility and increase soil erosion. Moreover, the land without ploughing is beneficial to the overall ecological environment of the earth. Because uncultivated land can tightly control carbon, otherwise, when organic matter decays, carbon will run into the air to form carbon dioxide. If one hectare of land is not cultivated, it can absorb one ton of carbon every year, which can make the land a key factor to curb global warming. However, in this traditional industry, families are still keen on intensive cultivation, which is not enough to reflect the fighting spirit handed down from generation to generation. To this day, when we see that millions of Latin Americans have stopped farming the land, people continue to dig.

Let's watch our TV again. China has more than 4,000 TV stations from central to local, and there are 50 or 60 satellite TV stations, ranking first in the world! However, what they do is what they can do well with only one station. A program host can make guest appearances on dozens of TV stations to repeat programs with almost the same content; A TV series is broadcast on several TV stations at the same time, which can be broadcast in turn day after day throughout the country; A style of TV series ("Golden Hero", "Aunt Qiong" or related dramas) can be interpreted all the time; The same song can be sung from one city to another; The form of parties can be circulated for 20 or 20 years ... They are wasting national resources while earning a lot of advertising fees. If thousands of farmers can create value by doing the same thing, what value can thousands of TVs create besides creating a stupid audience? Should we question the contemporary cultural elites who are responsible for the quality of our spiritual life? Who should be responsible for our extravagance and waste?

It is precisely because the government and enterprises are accustomed to the "copy thinking mode" that today's China has become a country with large output value and small profits. From the primary industry to the fourth industry, China ranks first in the world in the output of 100 products, such as steel, watches, clothing, shoes, tea, porcelain and so on. However, it plays a bottom role in the profit ranking. As for the shoes with the highest output value, 4.072 billion pairs were exported in 200 1 year, with a value of $ 10096 million, with an average of less than $2.50 per pair. Only 654.38+04 billion pairs are exported to the United States every year, and the Titanic is still not returned. I hope that the Spanish shoe burning incident in 2004 can help the bosses of China shoe industry get out of the trap of "copying thinking mode". Copying mode of thinking, from a single fixed point of view, is a "death instinct complex"; Multi-angle research is a kind of "biological instinct complex", which dominates "innovative thinking mode".

Multi-angle research is the beginning of "innovative thinking". The lane change idea of the Golden Gate Bridge in the United States is an obvious example. 1937 after the completion of the golden gate bridge, the traffic jam situation has become worse instead of improving. The management department spent tens of millions to solicit solutions from the society. The winning scheme was surprisingly simple: the fence in the middle of the bridge became movable-according to the direction of commuters, it was stipulated to move one lane to the left in the morning and one lane to the right in the afternoon. In this way, the congestion problem is solved. Obviously, the bridge is "dead" (it can't be widened at will), but from another angle, people are "alive", and we can turn a fixed lane into a "moving" lane. Later, this method was widely used all over the world and achieved good results. The traffic jam in siping road is a typical case for reference.

Look at it from another angle-garbage is a misplaced treasure. 1974, the Statue of Liberty in the United States was renovated, with piles of garbage. At that time, the government publicly invited tenders to clean up the accumulated garbage. Because New York State has very strict regulations on garbage disposal, it may not only make no money, but also lead to complaints from environmental protection departments, and many transportation companies are discouraged. The chairman of mccall Company, who was traveling in France, immediately rushed to new york after hearing the news. Seeing the mountain of scrap metal under the Statue of Liberty, he immediately signed it. He had the scrap copper melted and cast into the little Statue of Liberty. Processing cement blocks and wood into a base layer; Waste lead and aluminum are used as keys to new york Square. Finally, he even packed the dust swept from the Statue of Liberty and sold it to a flower shop. The Jew who came out of Auschwitz turned the rubbish into $3.5 million in cash, and just doubled the price of copper per pound by 10,000 times-achieving the goal set by his father 28 years ago. 1946, mccall came to the United States with his father to do bronze ware business in Houston. One day, his father asked him how much a pound of copper was, and mccall said 35 cents. The father said, "Yes, the whole state of Texas knows that the price of copper per pound is 35 cents, but as a son of a Jew, it should be said to be $3.50." You try to use a pound of copper as a doorknob, and see. "

In fact, similar examples abound, and they are not Jewish "commercial patents". There is a Wang Honghuai in Shenyang who used to collect junk. One day, he thought of making a fortune. He earned only a few cents by collecting a can. If he melts it, when the metal is sold, he may make a lot of money. So he tried to melt one and turned it into a silver-gray metal the size of a nail. He spent the money from 600 yuan to invite relevant parties to carry out testing, and the technicians told him that this is a very valuable aluminum-magnesium alloy. Wang Honghuai calculated an account. At that time, the price of aluminum ingots in the market was between 1.4 million yuan and 1.8 million yuan per ton. Selling materials earns six or seven times more money than selling waste. So he founded a metal recycling factory. In order to attract people to sell empty cans, he raised the price of each empty can from a few cents to 25 cents. In this way, he refined more than 240 tons of aluminum ingots from empty cans a year, earning 2.7 million yuan in the first three years alone, and jumped from a "scavenger" to a millionaire. Hilton, the overlord of the world hotel industry, said, "A piece of pig iron worth $5 can be worth 10.5 after being cast into a horseshoe, more than $3,000 for an industrial magnetic needle and up to $250,000 for a watch spring." According to Hilton's thinking, Wang Honghuai is not only a "metal recycling factory", but also a well-deserved prospect.

We really need to look at the problem from another angle. China media, without advertisements, there would be no smoke; HBO in America, on the other hand, made a lot of money by deliberately not advertising. When most mass media in China and even the world can't make money to survive without advertisements, it is known as the best TV station HBO in the world. It doesn't advertise, but it is the most profitable, popular and largest cable TV station in America. Launched in June 1972 1 1. Now it has 28 million viewers, a turnover of 2 1 billion euros (a profit of 585 million euros), and has established many branch channels. His TV series and movies, such as Elephant, Angel in America and Brother Company, have won many international awards and become the most concerned and popular works. Its director, Jeff bicks, is doing the same thing from different angles, and insisting on breaking the rules and being unrestricted is the key to his success.

Michael dell believes that "success depends largely on your ability, but it depends on whether you are willing to look at what you are familiar with from another angle." It was only because he changed his angle that he found that there were so many intermediate links between "products and commodities". He decided to skip the intermediate link and "go straight" to the consumers. At the same time, he adopted a new model of "direct marketing", which created conditions for "mass customization" and "network marketing". Dell's brand-new "direct selling" model, founded in 1984, has made Dell a great success. After 10 years, its stock market value has reached 10 billion US dollars, and its share price has increased by 296 times. Online shop was established in July, 1996. The "store" receives more than 2 million customers every week and sells140,000 USD of products and services every day. Global strategic alliance was initiated in 1999. At present, there are 120 strategic partners, including Microsoft, Novell, SAP and other top companies in the world. By the end of 2002, the global market share of Dell computers had risen to 15%, with sales of $3 10 billion and profits of $10.8 billion. It forced HP and Compaq to unite, and then these rising stars forced IBM to quit the PC retail market. In 2004, after years of losses, IBM finally transferred its personal computer to Lenovo Group in China. Michael dell, the winner of the competition, explained his success: "My company can just prove that we can see opportunities that our competitors don't want to see and think don't exist, and use them to make a profit."

In fact, from another angle, everyone can be "Dell". Dell himself has said many times, "You don't have to be a genius, or even a highly educated expert, to think differently." In fact, he is a college dropout himself. The key is to get rid of the stereotype of "copying thinking". It is said that there was a famous doctor named Ye in China in the Qing Dynasty. Once, when he was treating a patient with pinkeye, he found that he was worried about eye diseases. In other words, you only need to take a few pairs of medicine for eye diseases. But your foot will grow a poisonous sore after seven days, and it will be life-threatening if you don't do it well. Hearing this, the man was frightened to disgrace, and hurriedly asked about the method of treating sores ... Ye Shi Tian told him to massage the soles of his feet for seven days in a row and gave him an ancestral secret recipe. The man left with gratitude, but he didn't dare to slack off as the doctor told him when he got home. Sure enough, seven days later, there were no sores on his feet and his eye diseases were cured. When Ye went to thank him, Shi Tian told the truth. It turned out that the sore on his foot was a trick to divert his attention.

There are many opportunities to subvert the tradition and innovate from another angle-Barbie's innovative toy industry. Mrs. Chandler created Barbie dolls because she changed her angle and turned the "doll" that had been manipulated by children into an "idol" that had an appointment with children's hearts, thus changing the position of some traditional toys in people's hearts and creating new "selling points". From 65438 to 0959, Mattel Toy Company was on the verge of bankruptcy. At that time, Ruth Chandler, the founder of Mattel Toys Company, created an adult doll named after her daughter. Facing the opposition of shareholders, it went public in new york, and unexpectedly, it sold 350,000 copies this year. Since then, she has been attacked by feminists, and Ruth was kicked out of the company on 1975. However, Barbie doll, which lasted for 48 years, sold more than15 billion in 150 countries, and its annual sales exceeded 100 billion dollars (1998 set a record of1800 million dollars). Barbie has also become a fashion culture, and has been rated as "one of the 15 themes that Americans want to remember most in the 1960s" by the public. Since then, toy companies all over the world have followed suit (or followed or opposed). Like Coca-Cola, Harvard Classics and Hollywood, Barbie has become synonymous with this industry. At present, in the global scope, Barbie dolls rank first in the industry at the rate of selling two per second. According to statistics, an American girl owns eight Barbie dolls on average, seven in Italy and Japan, and five in France and Germany.

Virtual characters have become popular idols, even "popular lovers". In order to activate the "character image", Barbie buys 120 new clothes every year. According to incomplete statistics, in order to make clothes for Barbie and her friends, by the end of 1999, in the past 40 years, * * * had used 654.38+million kilometers of materials and sewed 10 billion pairs of shoes for her. This virtual role has played more than 70 roles, such as stars, singers, doctors, nurses, teachers, models, stewardesses, hippie girls, racing drivers, athletes and even dentists, and has changed from children's playmates to popular idols. Its greatest success lies in attracting consumers to create new products together. Not only children have a special liking, but even adults have become fanatical followers, thus making this virtual character a "popular lover". An American girl named Barbara claimed to be able to communicate with Barbie's soul and published a newsletter to report their conversation. It is said that Barbie's first sentence was: "I need respect." A British girl had 12 plastic surgery to make herself look like a Barbie doll.

How does a 48-year-old Barbie stay young forever? The key lies in the innovation of ideas. Operators turned against tradition and became idols, thus creating a brand-new market. In order to maintain their vitality, they innovate new ideas of combined marketing and launch 12~20 series every year. According to different consumers, the company has designed different "editions", including popular family and boutique series, and even launched an "out of print" with limited sales after coding. Because of the novel design, although it is expensive, the "out of print" shape has become a treasure worth collecting for a time. Nowadays, collecting all kinds of Barbie versions is becoming a fashion. There is a male primary school teacher in his thirties in Taiwan Province Province. When he visited a department store in Taichung on 1999, he saw the newly listed "Barbie, the bride of King Vera" and was moved by its exquisite and gorgeous shape. So, he began to collect nearly 100 Barbie dolls in various versions, all of which are limited edition or super limited edition. These include flower series, model series, retro series, artist series, world series and so on. The most exquisite series, the price is as high as NT$ 20,000.

Barbie's popularity in the world is largely due to their series of marketing. Although a single product may be perfect, if there is no "stars holding the moon" and "green leaves setting each other off", consumers are likely to have "aesthetic fatigue" and abandon it. Therefore, how to keep the "freshness" of the main products is a new marketing topic. Mattel's serialized operation around Barbie doll not only greatly enhanced the added value of the product, but more importantly, it found more new marketing points than a single product. For example, they not only designed multiple identity models for Barbie, but also created many series of characters and animals with "she" as the core. As a series of Barbie family, she has a boyfriend "Ken", and then many relatives and friends, including 32 boyfriends, 12 relatives, 38 kinds of animals ... so there are many stories. As a selling point, the creative team created one event after another around Barbie. She announced her engagement to her cousin Ken, and then announced her determination to break up with Ken. In order to attract public attention, in 2000, Barbie decided to "run for president" with another doll Vanessa …

Barbie is surrounded by hundreds of designers, who constantly give her plastic surgery and constantly replace some famous public figures with Barbie's faces. Thus, the situation of the stars arching the moon and reflecting the stars is formed, which attracts people's attention in the change of products. Since 1959, Barbie has always maintained a youthful and beautiful image, with exquisite curves and radiant.

On April 27th, 2002, Mrs Chandler, who co-founded Mattel Toys with her good friend Harold Mattson)65438-0942, died in Los Angeles at the age of 85. The next day, Effie reported that Barbie, the doll queen, was orphaned yesterday. There is no doubt that Barbie has been widely accepted as a "role image". From the moment Mrs. Chandler created Barbie doll and gave it life, the "doll" was no longer a toy that was arbitrarily pinched, but an idol in the eyes of children. After nearly half a century of innovative marketing, Barbie has become the standard and symbol of the industry like Coca-Cola, Mickey Mouse and Hamburg, and has become a powerful part of American culture. The birth of Barbie has attracted countless competitors, challengers and imitators. Such "Yuxi Doll", "Broccoli Doll" and countless "Arabian Dolls" are her followers.

Barbie's Enlightenment: There are many opportunities for innovation from another angle. Mrs. Chandler created Barbie dolls because she changed her angle and turned the "doll" that had been manipulated by children into an "idol" that had an appointment with children's hearts, thus changing the position of some traditional toys in people's hearts and creating new "selling points". Hollywood also recently released an animated film "Barbie's Swan Lake". Odette, the incarnation of Barbie, is a brave girl. With her courage, wisdom and willpower, she overcame many difficulties with her friends and finally defeated the evil forces. Obviously, Barbie has become the undisputed industry standard, whether you admire it or oppose it.

There are many opportunities for innovation from another angle. In new york, known as the "city that never sleeps", there is noise everywhere, and it is rare to find a quiet corner. A nightclub owner thought, "Why can't I sell tranquility?" So he started the so-called "silent party". At this kind of party, people can't make a sound, but communicate through words or body language. People attending the party either "make eyes at each other" or fold paper owls and throw them at people they like. At one time, paper owls flew around, and the atmosphere at the venue was very pleasant. Just as everyone was "hesitant", after two hours of silence, the host suddenly announced the end of "silence" and the audience finally broke into silence. At this time, the venue was jubilant, and the couples embraced warmly and cheered loudly, pushing the whole party to a new climax. It is in the noisy metropolis that clever creative people try to find a quiet paradise and start this "silent party". Static and dynamic, static and dynamic, complement each other. As a new type of entertainment, it has been quietly popular in new york in recent years.

It's much fresher from another angle. Hotel industry should be the oldest industry, and its function is to provide accommodation for travelers. If, from another angle, why can a hotel only be a "place to live"? Therefore, it has many functions. Due to the change of perspective, an oldest business may become the most fashionable business overnight. There is a Jules underwater hotel 30 feet below the water in John Pennekamp Coral Reef National Park in Kilago, USA. David Osman Floating Hotel is built on a river in Alaska, 35 miles from downtown, covering an area of 4,500 square feet. In addition, there are prison hotels where you can experience life in Salisbury, England and Preston, Italy. More creative theme hotels include Tree Hotel, Tent Hotel, Cinema Hotel and so on. With the acceleration of people's exploration of the universe, the most luxurious "air hotel" has appeared in recent years. This "spaceship" is a luxury giant spaceship weighing 400 tons, which is used to carry passengers. This flying hotel is the size of two football fields, and it is floating in the air by1.400 million cubic feet of helium, a lot of electricity, hydrogen fuel thrusters and six turbine engines. The hotel can accommodate 250 guests, with a maximum flight speed of 174 km/h and a maximum flight distance of 6000km. The volume of CSS is 165×244x647 feet, flying in the air at 8000 feet, with casinos, restaurants and super suites.