221112 Listening Notes: How to cross things and see people?

Huang Di was born in a family of dentists. Three generations of his family insisted on doing one thing, that is, oral medicine. Seeing that the elders spent their whole lives persisting in studying one thing, Huang Di, who grew up in such an environment, was deeply touched. She not only chose the oral medical industry, but also resolutely chose to start a business with the support of her predecessors after accumulating strength, and set up a high-end oral medical institution called Beva Stomatology.

when we hear about high-end, we will subconsciously feel that it must be very profitable. However, one thing impressed me deeply. Once, when I heard a classmate from the Institute of Advanced Studies communicating with Huang Di offline, I was particularly worried about her, and that was when Beva's oral cavity would make a profit. Yes, from the end of August, 219 to now, Huang Di's Beva Stomatology has never really made a profit.

is she short of customers? Huang Di told me that in fact, she has no shortage of customers, and she has accumulated a large number of high-quality customers. Then why not make money? I don't know if you have been to other stomatological institutions, but let me tell you how this institution in Huangdi works.

In Beva Stomatology, Huang Di made a request to all medical staff, that is, before treatment, please think about a question. If this client lying in our treatment chair today is your family, such as your children, your parents, brothers and sisters, how would you make your treatment plan?

what's the use of asking this question? Here, I especially want to share with you a story of their patient.

once, a customer came to Beva dental clinic and asked for a veneering. Veneering is a technique to repair teeth, that is, sticking a layer of material similar to normal tooth color on the surface of discolored or defective teeth. It turns out that this customer fell and one of his front teeth was missing a little.

He consulted several hospitals, and all of them suggested that he should make veneers. He even suggested that he should make a crown, that is, cover his teeth with braces of similar colors. Whether it is veneer or crown, it is necessary to grind off normal tooth tissue. You know, tooth tissue can't regenerate when it is worn away. And as you can probably guess, it's not cheap, and the general price is at least thousands.

So this customer was not at ease, so he consulted several local stomatological hospitals. When he came to Beva Stomatology, the doctors in Beva Stomatology found that the missing front teeth didn't have any sensitive symptoms, and it wouldn't affect his daily eating.

So the doctor suggested that he could grind this gap a little bit to make it look unobtrusive. After grinding, he can see the effect. If he is not satisfied, the doctor will consider providing him with a better plan.

later, the customer thought, you have to grind your teeth anyway, or try it. As a result, after grinding, the gap was basically invisible. The customer is very satisfied. I didn't expect that the problem that has been bothering me for a long time will be solved by a doctor's gentle adjustment. What the customer didn't expect was that the final treatment cost was 5 yuan.

Look, one is at least a thousand dollars, and the other only needs 5 yuan. In fact, the real decision is in the hands of doctors and medical institutions, but Huang Di's Beva Stomatology will advise patients to choose the scheme of 5 yuan. No wonder the students are all worried about Huang Di.

Indeed, Beva's oral cavity is really unprofitable now. But what did Huang Di say? She said that it is only two years since they started their business. In fact, before the hospital was founded, they were prepared to lose money in the first five years. Because she and the team believe in the power of long-term, she also believes in such a craftsman spirit of "seeing customers", such a corporate gene will eventually achieve a valuable brand, even at the expense of five years of losses.

so, what is going beyond things and seeing people? What Huang Di did gave us a very good answer. For an enterprise, it is natural to develop and make profits. However, there are many ways to do this well. The method chosen by Huang Di is to go beyond the corporate profit first, and see every customer who comes to Beva to see everyone's real needs.

Seeing people's self-drive

Next, I want to introduce you to the second classmate. Her name is Li Yingya, and she is the director of the talent development center and the moral education tutor of Sunshine Xinlin Children's Commune. Her organization has never done marketing propaganda for 16 years, but it has great influence.

Sunshine Xinlin Children's Commune is an innovative language literacy education institution in Kunming, which is well-known in Kunming. I heard many students from the Institute of Advanced Studies in Kunming Campus say that the children of friends around me have to wait for at least one year to queue up for admission.

Li Biya shared that one of the most important ways for Sunshine Xinlin to be recognized by so many families is to continuously build an active learning community and then help each individual in this community realize his own value. She said that if everyone can realize their value, everyone will work hard for their own value, and the team's self-drive will be there. In such an atmosphere, employees, parents and students can influence each other and infect each other, forming a positive cycle.

how exactly is it done? Here I want to share two short stories with you.

the first story is that they let everyone participate in the "production process". The most important thing is the learning process. Their uniqueness lies in that everyone involved in the "production process" includes not only employees but also parents. They invited their parents into the classroom, which is not what we usually imagine. It would be nice if mom and dad watched in the classroom. Mom and dad in their class also need to study together, find problems, solve problems and grow up together. I attached a picture to the manuscript, which is a real photo taken in their class. You will see the interactive links in the classroom, and parents should also participate, raise their hands actively, and the atmosphere is particularly active.

imagine, let parents participate in the production process, which not only allows parents to feel the professional courses and comfortable environment of Sunshine Xinlin at close range, but also allows children and parents to deepen emotional communication here and promote parent-child relationship. This is a positive cycle. Parents will recognize this place more and more, and Sunshine Xinlin will grow better and better because of parents' participation.

The second story is about how to let employees find their own value. Their way is project management. Project management is in the sunshine heart, that is, all teaching, research and activities are carried out in the form of projects. More importantly, they will openly bid for this type of project at the school level among all employees. The successful team will get the right to plan and operate the project. What effect will this bring?

In the process of project planning, employees will actively contribute their ideas in order to finally put their ideas to the ground. Their planned activities such as Jurassic Theme, Minions Theme and Liyuan Opera have made all parents sigh "so creative and attractive".

you see, this is the value of people. With so much positive feedback from parents and children, employees' sense of value and self-identity has been greatly improved. In my opinion, the practice of sunshine is actually to activate everyone's curiosity and enterprise. This is very important for engaging in the production of spiritual products and creative work.

In our work and life, if our exploration system is activated, we can exert more energy as individuals. Therefore, to go beyond things and see people is not to ignore things, but to achieve things by discovering the value of people.

Seeing the uniqueness of people

On the level of activating individuals, the third classmate I want to introduce to you next also has a coup. She is Yao Meng from Chengdu Campus.

Four years ago, Yao Meng handled a homestay project in Shaxi Ancient Town, Yunnan. Shaxi ancient town is the only surviving and well-preserved ancient market on the ancient tea-horse road.

I attached a picture to this homestay run by Yao Meng, and you can see from the picture that it is a high-end homestay with a sense of design and quality.

Although the local history, culture and tourism resources are very good, and the starting point of homestay is quite high, at that time, Yao Meng was actually quite uncertain. Because on the one hand, this is the first time she has handled this high-end homestay project. What is high-end in the homestay industry? Does it mean that the equipment is particularly luxurious or the service is particularly thoughtful? There is no clear standard reference. On the other hand, because this store is the first high-end homestay brand in Shaxi, she has no experience to learn from in terms of employee recruitment training or operation mode.

so how to make the guests travel thousands of miles and choose to stay in this hotel?

Yao Meng's idea at that time was that the key to attracting guests and the soul of the hotel should be the unique experience. And where do these unique experiences come from? She focused her attention on Shaxi.

Shaxi is a settlement of Bai minority, while Yao Meng is a Han nationality, and she doesn't know the local people. Therefore, Yao Meng decided to integrate into their real life, get to know them deeply and understand the lives of local people.

The first thing Yao Meng did was to have a detailed communication with every sister who was willing to come to the hotel for a job interview, so as to get to know their personal situation and family situation. Later, she arranged the group building of the company in the homes of different employees, taking this opportunity to communicate with their families and understand their lives.

It is in this opportunity of in-depth communication that Yao Meng discovered that everyone has unique value.

For example, Sister Duan in the shop lives in a particularly remote mountain. At that time, there was no highway, so every time she went home, she had to walk or ride a horse, which took about an hour to get there. However, it is because in such a high-altitude mountain, there is a particularly precious ingredient-Tricholoma matsutake near Duan Jie's home. Fried Tricholoma matsutake, fried Tricholoma matsutake, roasted Tricholoma matsutake, stewed Tricholoma matsutake, and sashimi matsutake are all delicious. Duan Jie told Yao Meng that they would follow their parents to pick Tricholoma matsutake when they were young, so they were familiar with a few Tricholoma matsutake under which tree. How can such a great resource as Duan Jie's house be connected in series with the hotel?

it is not hard to think of one thing, that is, we can introduce Tricholoma matsutake near Duan Jie's house into the dining room of the hotel. But Yao Meng's idea is different. What did she think of? Yao Meng is ingenious. She wants to develop a travel route for picking pine mushrooms. During the matsutake season, Duan Jie became the housekeeper of this line, and she could take the guests to experience the whole process of picking matsutake, and then taste a matsutake feast at her house. This kind of thinking can not only provide a very unique experience for B&B guests, but also help Duan Jie improve her family's economic situation. Similarly, Duan Jie is not only an employee in the store, but also a supplier of homestays, a developer and executor of special experience lines.

Yao Meng has many similar ideas. There are dancing sisters Yang Jie and Xiao Ju in their shop, so they formed a song and dance team with Bai characteristics. There are also those who have honey at home and can make wine. They all become suppliers of homestay flavor products, providing local specialty products for homestay. Gradually, this store not only runs very well, but also becomes the benchmark for the government to inspect rural revitalization activities.

Look, what did Yao Meng do? I think, first of all, it comes from seeing every employee deeply, and what she sees is the life experience of every local employee; Then create opportunities for tourists to enter and feel different life experiences. This is the key to attracting tourists.

Seeing people's kindness

Finally, I want to share this story with you. Not from one person, but from a group of people. They are a brave and intelligent group from Class 1, Chengdu Campus. What I want to share with you is their very unique graduation design works.

Graduation design is an important module in the study tour of the Advanced Research Institute, that is, each group can study and create around a core challenge, and finally complete a group work, which can be a research topic or a practical project.

The graduation project of Brave Wisdom Group is a Mid-Autumn Moon Cake called Zhang Fei Beef Moon Cake.

You may have heard of it, and even seen the product of "Zhang Fei Beef" in some parts of the airport. This is a kind of leisure snack, focusing on the specialty gift market. One of the students in their group is an employee of Zhang Fei Beef. When they were discussing the topic of graduation project, it happened to be near the Mid-Autumn Festival. Although the brand of Zhang Fei Beef was the main gift market, there was no corresponding special product on such an important day.

So this has become a challenge that their group wants to solve. How to design an innovative product so that Zhang Fei beef can have a product closely related to the theme of Mid-Autumn Festival? Finally, their group decided to make a mooncake with beef stuffing.

what do you think is the biggest challenge? In fact, it's not whether they have experience in food processing and moon cake making technology, nor is it a problem such as retail logistics, but there are so many moon cakes in the Mid-Autumn Festival. Why do people buy their moon cakes?

so the biggest challenge is to find the selling point of this product. In their group, there are people from the financial industry, active servicemen and manufacturers, but none of them are creative. What should we do? They thought of the alumni of the Institute of Advanced Studies. There are many creative workers among the alumni of the Institute of Advanced Studies. So they actively and extensively borrowed money, found the class teacher and linked to the alumni of the creative industry. Finally, they found an alumnus who won the th issue of the Institute of Advanced Studies, and they spent an afternoon communicating and colliding.

finally, they condensed a knowledge of * * *, and wanted to make a moon cake with affection and righteousness. What do you mean?

They found that everyone must have some people who are affectionate and righteous to you all their lives. Do you have anything to say to these people who are affectionate and righteous to you? There must be, but maybe when we meet, we can't say it. So you can entrust Zhang Fei, who is also affectionate and righteous, to help you.

so the positioning of this mooncake is that it can't be given casually. You must give it to the person who is affectionate and righteous to you. They also wrote a copy and designed a friendship card for this purpose.

a sentimental moon cake was locked in 1 boxes on the night of pre-order. As far as I know, their team must control the sales volume, because the production capacity can't keep up.

Look, what did the graduation project of this group catch? It captures people's kindness. First of all, I saw the friendship between the alumni of the Institute of Advanced Studies, and then I saw the friendship in everyone's heart. Finally, I pinned this friendship on a moon cake and completed a valuable graduation project.

There are still many students in our Institute of Advanced Studies with such impressive stories.

For example, Shi Xinyuan, a classmate, made the ice-breaking activity a new tradition in Kunming campus, so that more students could see and know their real partners.

For example, Zhang Yu and Zhang Zhe's team, adhering to the spirit of artisans, tried to develop low-cost processing technology of brown sugar, which helped Yunnan sugarcane farmers solve the problem that they could not process sugarcane by themselves.

There is also Yang Qian, a classmate. He held a reading meeting every month for three years in a row, and invited a local time-honored brand in Yunnan to share it every time. His wish is to let the local brands in Yunnan be known to more people.

There is Cao Yang, who successfully led a less experienced team to complete transformers 3's CG model by tapping the team's internal drive and learning ability. And, of course, Ma Min