What are the benefits of paying attention to detail?

Charles Dickens wrote in his book Perennial: "Someone was once asked such a question:' What is a genius?' He replied, "Genius is a person who pays attention to details." "

About half a century ago, a pedestrian stopped at a country inn in northern Scotland for the night. During his stay, the messenger brought a letter to the proprietress. The proprietress took it, checked it, and returned the letter to the courier intact, saying that she could not afford the postage on the letter-it was about two shillings at that time. When pedestrians heard these words, they insisted on paying the postage for the proprietress. When the messenger left, the proprietress told him frankly that there was nothing in the letter. She knows that her brother wrote this letter. He lives far away from her, and they agreed that when writing letters, they only need to make some special marks on the envelope, so that they can get to know each other well. This incident inspired the pedestrian, who is the famous Congressman rowland hill. Seeing this, he immediately realized that people needed a low-cost postal service. Within a few weeks, he submitted a bill to the House of Representatives to reduce postage. It is precisely because of such a trivial matter that a low-cost postal system came into being.

No matter where you pay attention, you will learn something. As long as you put your heart into it, you will be inspired to keep creating, which is naturally a means to achieve things. Every day, you are in a hurry. If you pay attention to the people and things around you, you may be so busy all your life. Of course, I'm not asking you to pay attention to everything, but to pay attention to your related industries consciously, and maybe you will get unexpected gains inadvertently.

There is a kind of "light box air conditioner" in Gree air conditioner, and its invention process is also very accidental.

From 65438 to 0995, Zhu Jianghong of Gree Company saw the colorful Coca-Cola vending machines in the United States and was inspired at once. Gree therefore designed a patented new product-light box cabinet air conditioner. This kind of air conditioner has swept away the "cold face of air conditioner" for decades: the picturesque scenery on the counter and the "fragrance of fruits and vegetables" have added a little beauty to the original use value.

Zhu Jianghong's "touching the scene" changed the face of air conditioning. Gree's color cabinet air conditioner is more than 300 yuan more expensive than similar products on the market. This kind of air conditioner sells well in domestic and foreign markets, and because it has independent intellectual property rights and no competitors, it has become the highest profit rate among hundreds of air conditioners in the company.

There are many examples of getting innovative inspiration from daily life. As long as everyone becomes a "willing heart", more inventions will appear like mushrooms after rain.

There is a shepherd boy named jeffers in America. His job is to drive the sheep to the pasture every day and supervise the sheep not to cross the wire of the pasture and eat in the adjacent vegetable garden. One day, jeffries Jr. unconsciously fell asleep on the pasture. I don't know how long it took, but he was awakened by a roar. I saw the boss glaring and yelling loudly: "You useless thing, the vegetable garden has been messed up by sheep, and you are still sleeping here!" " Little Jeffery was too scared to answer. After what happened, the clever little jeffries thought, how can we stop the sheep from crossing the wire fence? He found that there was no stronger fence where there were roses, but the sheep never crossed it because they were afraid of the thorns of roses. "Yes," Little Jeffers jumped up with joy. " If you add some thorns to the wire, you can stop the sheep. "So, he first cut the wire into small pieces of about 5 cm, and then tied it to the wire to be stabbed. After tying the knot, when he herded the sheep again, he found that the sheep tried to cross the barbed wire to go to the vegetable garden at first, but every time they were stabbed, they shrank back in horror. After being stabbed many times, the sheep never dared to cross the fence again. Little Jeffers succeeded. Six months later, he applied for this patent and was approved. Later, this kind of barbed wire became popular all over the world.

In fact, in the highly competitive business, there are also many business elites in the society who are good at discovering details from life and getting inspiration, thus successfully opening up new business boundaries.

In the mid-1970s, Japan's Sony color TV was very famous in Japan, but it was not accepted by customers in the United States, so Sony's sales in the American market were rather bleak, but Sony did not give up the American market. Later, Mao Muzhao served as the Minister of Sony International Department. Shortly after taking office, he was sent to Chicago. When Mao Muzhao traveled to Chicago, to his surprise, in the local consignment shop, Sony color TV was covered with dust and nobody cared.

How can we change this established impression and change the current sales situation? Zhao was lost in thought. ...

One day, he drove to the suburbs to play. On the way back, he noticed that a shepherd boy drove a big bull into the barn. A bell was tied around the bull's neck. The bell jingled in the afterglow of the sunset, followed by a large group of cows and followed the bull's ass. This situation made Mao Muzhao suddenly enlightened and whistled all the way, feeling particularly happy. Think about it, a group of behemoths are actually controlled by a child. Why? Because the shepherd boy leads a leading cow. If Sony can find such a "leading cow" store in Chicago to take the lead in sales, won't it soon open up the situation? Mao Muzhao was very excited because he found the key to the American market.

Marshall Company is the largest electrical appliance retailer in Chicago, and Zhao Maoji first thought of it. In order to see the general manager of Marshall Company as soon as possible, Mao Muzhao went to see him early the next morning, but the business card he handed me was returned because the manager was absent. On the third day, he deliberately chose a manager to estimate the idle time, but the answer was "out." When he visited for the third time, the manager was finally moved by his sincerity and met him, but refused to sell Sony products. The manager thinks that Sony's products are auctioned at a reduced price, and the image is too bad. Mao Muzhao respectfully listened to the manager's opinion and repeatedly said that he would immediately start to change the product image.

After returning to China, Mao Mu Zhao Li immediately retrieved the goods from the consignment store, canceled the sale at reduced prices, and re-published a large advertisement in the local newspaper to reshape Sony's image.

After all this, Mao Muzhao knocked on the manager's door of Marshall Company again. All you can hear is that Sony's after-sales service is too poor to sell. Sony special maintenance department was established in Zhao Li, Mao Mu, to be fully responsible for the after-sales service of products; Re-advertise, and attach the telephone number and address of the special maintenance department, and indicate the 24-hour customer service.

After repeated rejections, Mao Muzhao remained infatuated. He stipulated that each of his employees should call Marshall Company five times a day to inquire about Sony color TV sets. Marshall Company was confused by the continuous phone calls, so that employees mistakenly included Sony color TV in the "list to be shipped". This made the manager very angry. This time, he took the initiative to summon Mao Muzhao, and as soon as he met, he cursed Mao Muzhao for disturbing the normal working order of the company. Mao Mu was all smiles. After the manager was angry, he said to the manager with reason and emotion, "I came to see you several times, on the one hand, for the benefit of our company, and also for the benefit of your company." Sony's best-selling color TV in Japan will definitely become Marshall's cash cow. " Under Mao Muzhao's eloquence, the manager finally agreed to try two sets, but the condition was that if they could not be sold within a week, they would move out immediately.

In order to make a good start, Mao Muzhao personally selected two right-hand men, gave them the important task of ordering millions of dollars, and asked them to cross the rubicon. If these two color TVs don't sell within a week, don't go back to the company. ...

The two really lived up to expectations, and at 4 o'clock in the afternoon, there was good news. Marshall added two more. At this point, Suni color TV finally squeezed into the "leading cow" store in Chicago. Then it entered the peak season of home appliance sales and sold more than 700 units in just one month. Sony and Marshall got a win-win situation from it.

Under Marshall's leadership, more than 65,438+000 stores in Chicago sell Sony color TV sets. Within three years, the market share of Sony color TV in Chicago reached 30%.

Don't think that opportunity and innovation are great things. In fact, as long as you pay more attention to the people and things around you, there will be a lot of inspiration. The key is whether you can find this opportunity and turn it into reality with your wisdom and efforts.

Many people's success comes from finding details. For such people, there is no chance without details; Paying attention to details means creating opportunities.

A Japanese pharmaceutical company can find a breakthrough in details and solve the problem smoothly, which can inspire us:

"Drip" is a liquid medicine that supplements nutrition to the liquid tube of weak patients. Before, the drops were sealed in large glass bottles. It's like a big amp bottle. Once the patient needs infusion, the medical staff will cut a small hole in the glass bottle wall and insert a rubber tube for infusion. It is not easy to cut a hole in the glass bottle wall every time. It will take half a day to deal with this glass bottle. However, the "drip" is to be infused into the patient's blood, and the hygiene level is very high. Never let bacteria mix in for convenience. Is there any way to ensure the hygiene and safety of Didi, which is convenient for medical staff to use it quickly?

The president of a Japanese pharmaceutical company aimed at this "inconvenience" and made a big fuss. He thought: if you can use your head on a drip bottle, it will be welcomed by people! ..... So, the president issued an order to all employees: "Convenient drip bottles must be made." Soon, a young employee put forward his own suggestion to the company: "Can you add a rubber stopper to the bottle mouth? When infusion is needed, just insert the needle into the rubber stopper and the drip will flow out of the bottle. " The company was very interested in his proposal, immediately applied for a patent for his proposal, and then made a finished product, which was widely promoted abroad. This little invention has been adopted by all countries in the world now. In any hospital, this new drip bottle, which can be used aseptically and is extremely convenient to use, is used to "hang physiological saline" and "hang glucose". Because this simple patent has a wide range of applications and a large sales volume, the pharmaceutical factory has gained considerable patent income and developed from a small rural workshop to one of the best enterprises in Japan overnight.

Don't ignore the improvement of subtleties, sometimes the more subtle, the more you can make a big article.

But the details are ignored by people because they are small, which causes big problems and brings great troubles to people. Some business people are good at starting with details, which makes the situation greatly changed, and sometimes even completely changed.

Toshiba Electric Company of Japan once had a large backlog of electric fans around 1952. More than 70,000 employees tried their best to open up sales, but little progress was made.

One day, a clerk suggested changing the color of the electric fan for the company. At that time, fans all over the world were black, and fans made by Toshiba were no exception. The clerk suggested changing black to light color. This proposal caught the attention of the company. After research, the company adopted this suggestion. The following summer, Toshiba introduced a batch of light blue electric fans, which were well received by customers. There was also a panic buying in the market, which sold hundreds of thousands in a few months. Since then, electric fans are no longer a unified "Bao Gong face" in Japan and the world.

This case is very instructive. Just by changing the color, a new product with a brand-new appearance and huge sales volume was developed, which actually helped the whole company tide over the difficulties. How great the economic and social benefits of this idea of changing colors are!

And put forward this idea, neither need advanced scientific knowledge, also do not need to have rich business experience, why other tens of thousands of employees of Toshiba, no one thought, no one put forward? Why didn't thousands of electrical companies such as Japan think of it and put it forward for decades? It seems that this is mainly because the color of electric fans has been black since they came out. Although no one has made such a provision, it has gradually formed a convention and tradition over a long period of time. It seems that the electric fan can only be black, and it is not a black fan. Such conventions and traditions are reflected in people's minds, and have become a long-standing and deep-rooted mindset, which seriously hinders and fetters people's innovative thinking in the design and manufacture of electric fans. Many traditional concepts and practices not only have their objective basis, but also have the basis and reasons for their long-term existence and wide spread. Generally speaking, they are the experience summary and wisdom accumulation of predecessors, and are worth inheriting, cherishing and learning from later generations. But we can't help but pay attention and be alert: they may hinder and constrain our innovative thinking.

Take details as a breakthrough, change your mentality, and you will step into a brand-new realm.

The source of innovation is essentially to break through the mindset and take one more step in a new direction. Just like cutting an apple, if you don't cut it differently, you will never see the beautiful patterns in the apple.

There is a company that produces toothpaste in America. Its products are excellent and beautifully packaged, which are deeply loved by consumers. Records show that the annual business growth rate of the company before 10 was 10% ~ 20%, which made the board of directors extremely excited. But in the following years, the company's performance stagnated and maintained the same number every month. The chairman was not satisfied with the performance, so he called a meeting of national managers to discuss countermeasures. During the meeting, a young manager stood up and said to the chairman, "I have a piece of paper with a suggestion on it." If you want to use my advice, you must pay me another 50 thousand dollars. " The president said angrily, "I will pay you a salary every month, plus dividends and bonuses." Now I'm asking you to have a meeting to discuss it, and you have to give you another 50 thousand yuan Is it too much? ""Mr. President, please don't get me wrong. If my suggestion doesn't work, you can throw it away without paying a penny. "The young manager explained." Very good! "The president took the newspaper, looked at it and immediately signed a check for $50,000 to the young manager. There is only one sentence written on that paper: enlarge the diameter of the existing toothpaste nozzle1mm. The president immediately ordered the replacement of new packaging.

Imagine that the toothpaste squeezed out by every consumer every morning is thicker than the original1mm. How much more toothpaste will you consume every day?

This decision increased the company's turnover by 30% in the second year.

When trying to increase product sales, most people always make a fuss about developing the market and attracting more customers. If you change your mind and increase the consumption of old customers, you can achieve the same goal.

With the development of social economy, the competition among enterprises is becoming more and more fierce. Whether an enterprise can survive and develop in the fierce market competition depends on whether it can innovate in time and produce new products that can be recognized by consumers. Therefore, scientific and technological innovation must be closely integrated with the market.

1996, Haier launched the first "instant washing" small washing machine in China. This kind of washing machine, known as "child prodigy", fills the gap in the market and becomes a popular product to guide consumers. Like Shanghai, you have to change clothes twice a day in the hottest time, with high frequency and small quantity, and a washing machine of 5 kg is not suitable. In this case, if small washing machines are developed, there will be a great market. In fact, this is a product idea from the consumer's consumption details.

After hundreds of technical demonstrations, the plan to develop the "child prodigy" washing machine has matured, and Haier has specially issued a "consultation questionnaire" to users. I didn't expect to receive 50,000 replies, which not only contained enthusiastic encouragement, but also hoped to buy this washing machine as soon as possible, and even some users couldn't wait to send money directly to the manufacturer. The voice of users and the demand of the market make developers have a bottom. They stepped up their work. After many days and nights, they finally let the "little prodigy" off the assembly line, and finally succeeded, with very good sales.

The technicians of Haier washing machine didn't stop there. They always listen to the market. Some people say that although the "child prodigy" is good, it's a pity that it doesn't have the spin-drying function, and this detail was caught by Haier people, so the technicians subsequently developed a new type of machine with the spin-drying function, which suddenly formed another new selling point in the market. Since then, there has been a new generation of "little prodigies", and each generation is closely related to market demand.

In terms of product development and market development, many enterprises are extremely uncoordinated, so Haier has established a "market-to-market" circular new product development mechanism, requiring product innovation to be closely integrated with the market. In a word, users' dissatisfaction, regret and hope in daily life can accurately reflect the potential demand points in the market, and the products developed accordingly will also be welcomed by consumers. It can be said that every detail to be perfected in the market is a subject of product innovation.

Keenly find the blank, unpopular or weak links that people have not noticed or paid attention to in a certain field, take small things as a breakthrough and change your thinking, and you will win a brand-new realm.

There used to be an old saying that "a thousand pounds can be skillfully dialed."

A weight of/kloc-0.000 kg can't be lifted or moved even by a big man, but it's different to use "cleverness", such as putting wheels under it, using levers, using pulleys and so on.

For the problems that appear in reality, we should be so clever-study and analyze them from a brand-new perspective, and finally get twice the result with half the effort.

Watson, a famous American scientist, was only in his twenties. He was very interested in biochemistry and quantum chemistry, did some research, and systematically listened to lectures on nucleic acids and protein.

Kerry in Britain is a physicist with rich knowledge and experience, and he is also interested in biological research. The same hobby brought them together.

Their broad scientific vision and knowledge background are a good foundation for their creation, enabling them to examine and explore the mysteries of biology from a brand-new perspective.

From the beginning, when they established the DNA macromolecular model, they were completely different from other scientists: other scientists only studied DNA in a single way within their own professional scope, or confined themselves to the chemical structure of DNA, but they always combined functions with various comprehensive information to explore the structure of DNA.

They study and describe the genetic behavior of biological "self-replication" from a brand-new perspective-through the model structure and activity characteristics of DNA macromolecules, which is an unprecedented bold creation in itself.

They quickly found a shortcut to success, and it took only 18 months to successfully create a double helix model of DNA macromolecules.

It is these two unknown students in the field of biology who have left a group of famous scientists who used to lead far behind.

For a thing or problem, if we can observe it from a new angle, think about it and have a deeper and more comprehensive understanding of it, we will create more and better environments and conditions for the final solution of the problem.

Both company A and company B produce shoes. In order to find more markets, both companies have sent many salespeople around the world. These salespeople painstakingly collect information about people's various needs for shoes, and constantly feed this information back to the company.

One day, Company A heard that there was an island near the equator where many people lived. Company A wants to explore the market there, so it sends its sales staff to the island to find out the situation. Soon, Company B also heard about it. They were afraid that Company A would monopolize the market, so they quickly sent salesmen to the island.

Two salesmen landed on the island almost at the same time. They found that the island was quite closed, and the people on the island had no connection with the mainland. They have been fishing for generations. They also found that people on the island were dressed simply, and almost all of them were barefoot. Only those who pick oysters on the rocks will tie Shanghai grass to their feet to avoid the feet of the rocks.

As soon as the two salesmen arrived on the island, they immediately caught the attention of the local people. They stared at the strange guests and talked about it. What surprised the islanders most was the shoes on their feet. Islanders don't know what shoes are, so they call them shoe covers. They wondered from their hearts: Is it uncomfortable to put a "foot cover" on their feet?

The salesperson of a company saw this situation, and his heart was half cold. He thought, how can people here set up a shoe city without the habit of wearing shoes? Selling shoes to people who don't wear shoes doesn't mean selling picture books to the blind and radios to the deaf? Without saying anything, he immediately left the island by boat and returned to the company. In his report to the company, he said: "No one wears shoes there, and it is impossible to establish a market for shoes."

On the contrary, the sales staff of Company B were elated to see this situation. He thinks this is an excellent market, because no one wears shoes, so the sales potential of shoes must be great. He stayed on the island and made friends with the islanders.

He lived on the island for many days, made publicity from door to door, told the islanders the benefits of wearing shoes, and personally demonstrated, trying to change the habit of barefoot on the island. At the same time, he also gave the samples he brought to some residents. These residents feel soft and comfortable after putting on their shoes. Walking on the road, they no longer have to worry about pricking their feet. These people who wear shoes for the first time also publicize the benefits of wearing shoes to their companions.

The concerned salesman also learned that the feet of the island residents are different from those of ordinary people because they have not worn shoes for many years. He also learned about their production and life characteristics and then wrote a detailed report to the company. According to these reports, the company produced a large number of shoes suitable for islanders and sold out quickly. Soon, the company produced the second and third batches ... Company B finally established a leather shoes market on the island and made a fortune.

In the face of barefoot islanders, some people think there is no market, while others think there is a big market. Two different viewpoints show their different ways of thinking. Simply looking at the problem does lead to the first conclusion. However, we admire the salesman behind us. He has a vision of development. He can see the potential market from the reality of "no shoes" and know that "no shoes" can be transformed into "wearing shoes". Through hard work, he succeeded.

Just like cutting an apple. Most people are used to cutting an apple at the base and handle with a vertical knife and splitting it in two. But if you try to put it across the table and cut it in the middle, you will find a clear pentagonal pattern in the apple. This is amazing. After eating apples for many years, I have never found that apples have pentagonal patterns, but I have discovered little-known secrets by changing the cutting method.

Morgan, the founder of American Morgan Consortium, is not rich. The couple make a living by selling eggs. But Morgan, who is tall and strong, sells eggs far less than his thin wife. Later, he finally figured out why. It turned out that when he was selling eggs with his palm, the visual error of human eyes hurt Morgan because his palm was too big. He immediately changed the way of selling eggs: put the eggs in a shallow and small tray, and the sales situation really improved. Morgan is not satisfied with this. Because the visual error of the eyes will affect sales, the knowledge of management will be even greater, which inspired his research and discussion on psychology, management science and management science, and finally founded Morgan Consortium.

Coincidentally. A businessman saw on TV that there was a bronze basin handed down from the Ming Dynasty in the museum called "Dragon Wash". There are two ears on the edge of the basin. When you rub your ears with your hand, the water in the basin can splash clusters of water droplets, which are more than a foot high. That's great. The merchant had a whim, why not copy this pot and put it in a tourist attraction or a crowded place, so that tourists can rub it themselves and operators can charge, isn't it a good way to make money? So he looked for experts to analyze and study, and put it on the market after successful trial production, and the effect was surprisingly good. The bronze pots in the museum have only ornamental value. The merchant copied them to the market and achieved good economic benefits. Mavericks can often break through people's conventional thinking, counter the usual tactics, work hard on the word "odd", come up with surprising business tactics and win surprising results.

Henry Rand likes taking pictures of his daughter very much on weekdays, and every time her daughter wants to get the photos taken by her father immediately. So once he told his daughter that all the photos should be taken, and then the negatives would be rolled up and taken off the camera, and then sent to the darkroom to be developed with special drugs. Moreover, after the secondary film is completed, it needs to be irradiated with strong light to reflect it on other image papers, and at the same time, it must be treated with drugs before completing a photo. While explaining to his daughter, he asked himself, "Wait, can you make a camera that develops at the same time?" People with a little common sense in photography, after listening to his ideas, all said in unison, "Where is it possible?" And list a dozen reasons: "This is a fantastic dream." But he didn't flinch because of this criticism, so what he said to his daughter became an opportunity. Finally, he finally braved the difficulties and completed the polaroid camera. The function of this camera completely met her daughter's hope, so Rand Enterprise was born.

Henry Ford was also a great man. It was not until he was 40 years old that his business succeeded. He doesn't have much formal education. After establishing his career kingdom, he turned his attention to manufacturing eight-cylinder engines. He called the designers together and said, "Gentlemen, I need you to build an eight-cylinder engine." These clever and well-educated engineers are proficient in mathematics, physics and engineering. They know what can and can't be done. They looked at Ford with tolerance, as if to say, "Let's accommodate the old man. After all, he is the boss. " They patiently explained to Ford how unsuitable an eight-cylinder engine was from an economic point of view and why it was not suitable. Ford didn't listen, just stressed: "gentlemen, I must have an eight-cylinder engine." Please build one. "

After working absently for a period of time, the engineers reported to Ford: "We feel more and more impossible to build an eight-cylinder engine." However, Mr Ford is not easily persuaded. He insisted, "gentlemen, I must have an eight-cylinder engine. Let's speed up and do it. " So the engineers took action again. This time, they worked harder, spent more time and invested more money than before. But their report to Ford was the same as last time: "Sir, it is absolutely impossible to make an eight-cylinder engine."

However, for Ford, there is no such thing as "impossible" in the dictionary of the man who improved industry with assembly line, five dollars a day's salary, T type and A type. Henry Ford stared at everyone and said, "Gentlemen, you don't understand. I must have an eight-cylinder engine. You have to make me one. Do it now. " Guess what will happen next? They made an eight-cylinder engine.

Old ideas are not necessarily right, and new ideas are not necessarily wrong. As long as you break the psychological shackles and break through the mindset, you will be as successful as Rand and Ford.