Arguments about thinking from multiple angles

Globalization has accelerated the "four major shifts": power shift, talent shift, wealth shift and concept shift. 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 of not being able to do it, but we are afraid of not being able to think of it. The "Ariadne color line" we are looking for is exactly a clue to business wisdom, a clue to let you think about the problem from multiple angles, and a clue to promote you to leap forward. Business wisdom is first of all business innovation, and business innovation is first of all to manage 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: unstoppable creative passion; Think from multiple angles; Genius thinks from opposite angles; Genius makes an original combination; Genius tries to make connections between things; Genius is good at metaphor; Genius is prepared for change; Genius visualizes one's thoughts. Because people's thinking activity is an integrated process, in the creative activities such as scientific invention, artistic creation and business planning, these eight ways of thinking are often simultaneous and interactive.

The first thinking strategy of those great scientists and artistic geniuses in history is that they can think, study and solve problems from multiple angles. A common feature of outstanding figures like Leonardo da Vinci, Einstein and Freud is that they often reconstruct the problems they encounter 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 did not know before. Whether scientists, artists or entrepreneurs, these geniuses are good at thinking from many angles. They feel that the first angle of looking at a problem is too biased towards their usual way of looking at things, and they will keep turning 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 at finding details that are inconsistent with traditional methods in order to find a new perspective. Wal-Mart and Dell have developed a brand-new business model from a brand-new perspective.

The key to why China lags behind in innovation lies in the so-called social elite, who often start from the traditional perspective and fall into the "jurisdiction of duplicative thinking". Let's take a look, from the most traditional agriculture to the most avant-garde TV media, their businesses are completely different, and the operator's level is far more than 18, miles away in terms of cultural education and social status! However, it is such two groups that have nothing to do with each other, but their thinking modes are basically the same. For example, in a country dominated by agriculture like ours, intensive cultivation has been a treasure trove of traditional agriculture since ancient times. However, it is now found that plowing will also damage soil fertility and increase soil erosion. Moreover, land ploughed without plowing is beneficial to the earth's ecological environment as a whole. Because, the uncultivated land can tightly control the carbon, otherwise, when the organic matter decays, the 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 industry, which is dominated by traditional ideas, families are still keen on intensive cultivation, which is not enough to reflect the spirit of hard work handed down from their ancestors. Until today, when we see that millions of Latin Americans have stopped plowing the land, people still keep digging.

Let's look at our TV. China has more than 4, TV stations from the central government to the local government, and there are also 5 or 6 satellite TV stations, ranking first in the world in terms of number! However, what they do is what they can do well with only one station. A program host can guest host dozens of TV stations to repeat programs with almost the same content; A TV series is shown on several TV stations at the same time, and can be broadcast day after day in turn throughout the country; A style of TV series ("Jin Daxia", "Aunt Joan" or the drama involved) can be interpreted all the time; The same song can be sung from city to city; The form of a party can be passed down for a decade or two ... They are wasting national resources while earning a lot of advertising fees. If thousands of farmers can still create value by doing the same thing, what value can thousands of televisions create besides creating a stupid audience? Should we question the contemporary cultural elites, who is responsible for the quality of our spiritual life? Who should be responsible for our extravagant waste?

It is precisely because the government and enterprises are accustomed to the "duplicative thinking mode" that today's China has become a country with a large output value and a small profit. From the primary industry to the fourth industry, the output of more than 1 products in China ranks first in the world, such as steel, watches, clothes, shoes, tea, porcelain and so on. However, it is playing the role of the bottom in the ranking of profits. In terms of shoes with the highest output value, 4.72 billion pairs were exported in 21, valued at 1.96 billion US dollars, with an average of less than 2.5 US dollars per pair. It only exports 1.4 billion pairs to the United States every year, but it can't get a Titanic back. I hope that the Spanish shoe burning incident in 24 will help the bosses of China's footwear industry to get out of the trap of "duplicative thinking mode". Replicative thinking mode, from a single fixed point of view, is a kind of "dead instinct complex"; Studying problems from multiple angles is a kind of "biological instinct complex", which dominates the "innovative way of thinking".

Studying problems from multiple angles is the beginning of "innovative thinking". The lane change idea of the Golden Gate Bridge in the United States is a clear example. After the completion of the Golden Gate Bridge in 1937, the traffic jam became worse instead of improving. The management department spent tens of millions of dollars to solicit solutions from the society. As a result, the winning scheme was surprisingly simple: the fence in the middle of the bridge was made movable-according to the direction of the commuters, it was stipulated to move one lane to the left in the morning and one lane to the right in the afternoon. As a result, the problem of congestion was 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 the effect was very good. The traffic jam problem in siping road is a typical case for reference.

look at it from another angle-garbage is a misplaced treasure. In 1974, the Statue of Liberty in the United States was renovated, and the garbage removed was piled up like a mountain. 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 money, but also lead to complaints from environmental protection departments, and many transportation companies are discouraged. When the chairman of mccall Company who was traveling in France heard the news, he immediately rushed to new york. After seeing the mountain of scrap metal under the Statue of Liberty, he immediately signed it down. He had the scrap copper melted and cast into the little Statue of Liberty. Processing cement blocks and wood into a base; Scrap lead and aluminum were used as keys to new york Square. Finally, he even packaged the dust swept from the Statue of Liberty and sold it to flower shops. The Jew who came out of Auschwitz turned this rubbish into $3.5 million in cash, and just doubled the price of copper per pound by 1, times-achieving the goal set by his father 28 years ago. In 1946, mccall came to the United States with his father, and made a bronze business in Houston. One day, his father asked him how much a pound of copper cost, 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 Jewish son, it should be said to be $3.5." You try to make a pound of copper into the handle of the door and have a look. "

In fact, similar examples abound, which are not Jewish "business patents". There is a Wang Honghuai in Shenyang who used to pick up rags. One day, he thought of making a fortune. He only earned a few cents by collecting a can. If he melted it and sold it as metal, he might earn "big money". So he tried to melt one and became a silver-gray metal the size of a nail. He spent money from 6 yuan to invite relevant parties to conduct tests, and the technicians told him that this is a very valuable aluminum-magnesium alloy. Wang Honghuai calculated the account. At that time, the price of aluminum ingots in the market was between 14, yuan and 18, yuan per ton. Selling materials earned six or seven times more money than selling waste products. So he founded a metal recycling factory. In order to attract people to sell empty cans, he raised each one from a few cents to a quarter. In this way, he refined more than 24 tons of aluminum ingots with empty cans in one year, and earned 2.7 million yuan in the first three years alone, jumping from "scavenger" to millionaire. Hilton, the overlord of the world hotel industry, said, "A piece of pig iron worth $5 can be worth $1.5 after being cast into horseshoes, more than $3, if it is made into industrial magnetic needles and the like, and as much as $25, if it is made into watch clockwork." According to Hilton's thinking, Wang Honghuai does not stop at the "metal recycling factory", and the prospect is deserved.

it is really necessary to look at the problem from another angle. China media, without advertising, there is no smoke; HBO in America, on the other hand, deliberately makes a lot of money without advertising. When most mass media in China and the world can't make money and survive without advertising, 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 the United States. Since its launch in November 1972, it has 28 million viewers and a turnover of 2.1 billion euros (with a profit of 585 million euros), and has established numerous branch channels. Its TV series and movies, such as Elephant, angels in america and Brothers Company, have won numerous international awards, making them the most watched and popular works. Its head, Jeff bicks, did the same thing from different angles, and it was the key to his success that he insisted on breaking the rules and being unrestricted.

michael dell believes that "success depends largely on your ability, but on whether you are willing to look at what you are familiar with from another angle." Just because he changed his angle, he found that there were so many intermediate links from "product to commodity". He decided to skip the intermediate link and "go straight" to consumers. At the same time, he adopted the new mode of "go straight" and created conditions for "mass customization" and "network marketing". DELL's new "direct marketing" model, founded in 1984, made Dell a great success. Ten years later, its stock market value has reached 1 billion US dollars, and its stock price has increased by 296 times. In July, 1996, an online store was established. The "store" received more than 2 million customers every week and sold 14 million dollars of products and services every day. The global strategic alliance was launched in 1999, and now there are 12 strategic partners, including Microsoft, Novell, SAP and other top companies in the world. By 22, the global market of Dell computers had risen to 15%, with sales reaching $31 billion and profits of $1.8 billion. It forced HP and Compaq to unite, and then these rising stars forced IBM to quit the PC retail market. In 24, after years of losses, IBM finally transferred the PC to Lenovo Group in China. Michael dell, the winner of the competition, said in explaining his success: "My company can just prove that we can see opportunities that competitors don't want to see and think don't exist, and use them to make profits."

In fact, if you think about it from another angle, everyone can be "Dell". Dell himself has repeatedly said, "You don't have to be a genius or even a highly educated expert to think differently from others." In fact, he is a college dropout himself. The key is that you have to get rid of the "duplicative thinking" stereotype. It is said that there was a famous doctor named Ye Tianshi in China in the Qing Dynasty. Once, when he was treating a patient with pinkeye, he found that he was worried about eye diseases. That is to say, you only need to take a few pairs of medicine for eye diseases. But your feet will grow a poisonous sore after seven days, and your life will be in danger 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 Tianshi told him to massage the soles of his feet for seven days in a row and gave him an ancestral secret recipe. The man went away with a thousand thanks, but he didn't dare to slack off as the doctor told him when he got home. Sure enough, seven days later, there was no sore on his feet, and his eye disease was cured. When he went to thank him, Ye Tianshi told the truth. It turned out that the sore at his foot was a trick to distract him.

There are many opportunities for innovation by subverting the tradition and changing the angle-Barbie innovates the toy industry. Mrs. Chandler created Barbie doll because she changed the angle and turned the "doll" that has always been manipulated by children into an "idol" that has an appointment with children's hearts, thus changing the position of some traditional toys in people's minds and creating new "selling points". In 1959, Mattel Toys 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. In the face of opposition from shareholders, it went public in new york, and unexpectedly, it sold 35, copies this year. Since then, she has been attacked by feminists, and Ruth was pushed out of the company in 1975. However, Barbie, which lasted for 48 years, sold more than 1 billion in 15 countries, with annual sales of more than 1 billion dollars (a record of 1.8 billion dollars in 1998). Barbie also became a fashion culture, which was rated as "one of the 15 themes that Americans wanted to remember most in the 196s" by the public. Since then, toy companies all over the world have followed suit (or followed or opposed it). Just like Coca-Cola, Harvard Classic and Hollywood, Barbie has become synonymous with the 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 public idols, or even "public lovers". In order to activate the "character image", Barbie has to buy 12 new clothes every year. According to incomplete statistics, in order to make clothes for Barbie and her friends, as of 1999, in the past 4 years, * * * has used 1, kilometers of materials and sewed 1 billion pairs of shoes for her. This virtual character has played more than 7 roles, such as star, singer, doctor, nurse, teacher, model, stewardess, hippie girl, racing driver, athlete, and even dentist, and has turned from a child's playmate to a popular idol. 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". one