Over time, I developed a deep-rooted inertial thinking.

Many people say that people are the product of habits, and it is true.

Think that most of the things we do in life are related to habits.

The simplest example, such as sleeping, takes up 1/3 of our lives. This is our human physiological habit.

In school, reading, work, making friends, leisure and other fields, our behavior is dominated by habitual behavior.

Of course, forming good habits is bound to promote our rapid growth. Bad habits will also prevent us from living a healthy and happy life.

People are habitual animals, and enterprises are made up of people and run by people, which is bound to be injected with habitual thinking.

Standardized behaviors forge the rules and regulations of enterprises, and the value identification of ideas forms the core culture of enterprises. At the same time, most of the operation methods, operation means and marketing means basically follow the routines and rules of the game.

Just like people's habits, enterprises also have good habits and bad habits. To borrow the words of the greatest salesman, good habits are the key to success and bad habits are the door to failure. Habit has the same effect on people, enterprises, countries and society.

Things start and end, and things end. In the final analysis, thought determines behavior, and the reason why we have habits is because we have developed inertial thinking.

In enterprise management, especially in marketing, sometimes I am most afraid of inertia thinking, only seeing what others do, what predecessors do, what policies allow, the rules of the game of the industry and so on. Lost in their usual routines and the inertia of industry professionals. You can grow by following others' routines and survive by copying others' practices, but if you want to grow and break through quickly, you have to innovate and break the inertia thinking.

Let me give you an example from life:

In a chemistry laboratory, an experimenter is filling a large glass jar with water. The water will soon be filled up. So, the experimenter turned off the faucet, but never expected that the faucet was broken and could not be turned off. In another half minute, the water will overflow the sink and flow to the workbench. If the water wets the instrument on the workbench, it will burst immediately. Drugs that are undergoing chemical reactions will suddenly burn when exposed to air, and the whole laboratory will become a sea of fire in a few seconds. The experimenters were frightened by this terrible scene, and they knew that no one could escape from the laboratory. The experimenter shouted in despair and tried to turn off the tap. At this time, there was silence in the laboratory, and death was approaching them step by step.

Just then, with a bang, we saw a female experimenter who was working by the side, throwing a medicinal porcelain pestle into the glass sink, and a big hole was broken at the bottom of the sink, and the water poured down, and the laboratory turned the corner.

At the later commendation meeting, people asked her, how did she think of doing this at that critical moment? The female experimenter just smiled and said, "We had already learned this text when we were in primary school. I just repeated it. "

The female experimenter avoided a disaster in the simplest way. We have all studied Sima Guang's Broken Cylinder. The key to saving lives by breaking the cylinder is to give up the cylinder and break it for life. Sacrifice a jar, happiness belongs to everyone.

But most people want to live, not give up first. As everyone knows, giving up is sometimes a kind of wisdom. Before you give up, you have to give up. Finally, the small house is too small and the big house is too big to bear.

In fact, this "jar" can be regarded as our inertial thinking. Many times we turn a blind eye to many opportunities because we are bound by thinking. Only by breaking at this time can we let go of our thinking and enter a new world.

There is another situation:

As we all know, advertisements and advertisements are widely publicized. Print advertisements should have content, radio advertisements should have sound, and TV advertisements should have pictures. This is everyone's inertial thinking. But a bank in new york has just opened, and it wants to quickly open its popularity and advertise on the radio. The general practice is to publicize it, make a big promotion, or invite a celebrity to promote it. But they didn't use the methods used by other banks for opening promotion. If you want to gain popularity quickly, you have to stand out, and obvious differentiation will win attention.

So they bought out the prime time of 10 seconds on Radio new york to provide people with silence time. He advertised like this: "Listeners, from now on, broadcast the silence time provided by the international bank of this city." Then all the radio stations in new york were silent, and the audience was awakened by the inexplicable 10 second and began to discuss.

The major media also rushed to report and became a hot topic.

This bank completely broke the inertia thinking and told the world who said that radio advertisements had to waste their breath there.

This silent time evokes everyone to speak with their own silence.

In short, in the era of accelerated change, we should not only pay attention to and catch up with the pace of change, but also encourage the use of innovative methods to make ourselves faster, better and more different.

In this era, innovative enterprises can always be at the forefront, and innovative individuals are more likely to enter the public's field of vision and get more opportunities.

Sun Tzu's art of war emphasizes correct combination and strange victory.

Surprise is definitely not a conventional method. Innovative solutions exceed the imagination and prediction of opponents, break the inertia thinking, and then have a surprise effect.

Of course, it is also an innovation to actively improve on the basis of imitation, and it is also an innovation to apply the successful models of other industries to your own industry. However, all this must start from breaking the inertia thinking.