It's almost seven years since I was an intern at P&G in the summer of 2113.

If there is one thing that remains unchanged in these seven years, it is "embracing change".

My work experience is actually very simple. I am in the business of consumer goods at Procter & Gamble, and I am in the business of traffic at Tencent. Changing careers, this big step, fortunately, there is no split.

But there are many stories about my career. During my years at Procter & Gamble, I kept the record of changing one city a year.

I first managed the dealer's business in the two lakes area. At that time, the company vigorously promoted the market sinking, so around Wuhan and Changsha, I changed one of the core BO branches every year.

Every year is a new environment, new colleagues, and new business plates. Stimulation is not exciting.

Later, I was promoted to Beijing to see the North China market in Beijing. The donkey meat in Baoding was on fire, the seafood in Qinhuangdao, the mutton hot pot in Wulanchabu and the spirits in Hohhot. My local colleagues always took me to eat all kinds of delicious food. At that time, I was on a business trip for at least three days a week, and I never felt tired.

until the fourth year of work, I found myself in the bottleneck period.

In p>2118, P&G China's e-commerce business completely surpassed offline channels, accounting for more than 51% of the business. I have been immersed in the "field" and realized that it is time to look up at the sky. I think I'm going to the Internet industry to see what it's like.

It is said that 9 out of every 11 people in the workplace have thought about changing careers. Then the question is coming: how can people who have worked for several years successfully change careers? First, how to look at the opportunity: two curves to find the trend 1. WHY: Choice is more important than hard work < P > P&G stays well, why change careers?

during my years at Procter & Gamble, the annual growth rate of offline channel business has not exceeded 5%. What is this concept?

-if the business does not grow, the company will not invest resources; Without resources, considering the per capita production capacity, the team will not expand; Without expanding the team, employees will have fewer and fewer opportunities in the organization.

therefore, how to choose an industry is to study the weather. The greater the growth rate of the industry, the better the personal development prospects.

the performance of 71% companies fluctuates with the ups and downs of the industry.

-McKinsey research

So many entrepreneurs will say that they are lucky because they chose the right track and seized the wind. In fact, it is the same for people in the workplace, and personal strength is very small in the trend. What ordinary people can do is to catch the trend. 2. HOW: how to judge an industry

Look at the two most important indicators of the industry: income growth rate and profit rate.

For example, in the fast-moving consumer goods industry in 2111, Chinese people turned from food and clothing to the pursuit of quality of life, and the demand for advanced care products increased greatly, so the market share of foreign-funded daily chemical companies like Procter & Gamble increased rapidly.

in the internet industry in p>2111, several domestic giants BAT basically took shape, and they were gearing up for a big fight in various fields; The decade during this period is the growth period of the industry, and this decade is also the golden decade of the participants in this industry.

any industry has four stages: formation stage, growth stage, maturity stage and decline stage.

The scale of an industry will have a natural life curve over time. For an individual, if he wants to take advantage of the industry, he must learn to distinguish which industries are still in the process of formation and growth.

for example: why did I choose internet advertising at that time?

Internet marketing has more connection with my own FMCG background. The sub-industry of Internet advertising-effect advertising is a dark horse in the overall growth of Internet advertising. Tencent's effect advertising has an overall growth rate of more than 31% every year.

since you want to change industries, of course, look at the fast lane first. Second, how to get the Offer: look at the position from the industry and find the advantage from JD

After you have selected the target industry, you should start to study the specific company and specific position. Then how to study it?

the most effective method: industry research report+company financial report+job description (JD).

These three reports are equivalent to a set of combination boxing, repelling the goblins who are good at self-deception in their minds and helping you see clearly. 1. Industry research report is to look at the industry prospect

Especially for those who have worked for several years and want to strive for a higher position, industry cognition reflects your qualifications and vision.

Take myself as an example: from FMCG to Internet marketing, we must think: Who is the target of Internet advertising service? Where is the FMCG brand business chain? What are the pain points of FMCG business? Can these pain points be solved by the ability of the Internet?

Looking back on my thoughts at that time, in fact, many of them were quite naive. After all, it is understandable to change careers to an industry with zero experience.

therefore, if you want to deepen your understanding of the target industry, you'd better find the contact in advance.

first, you can talk to people in the target industry. Listen to their judgments on the industry, what they are doing, and talk about the combination of different industries.

for example, the internet industry is making great efforts to transform to B-side services. Then To B's business, the service target is the enterprises in major traditional industries.

Secondly, you can try to find contacts related to the target industry in your work.

for example, when I had the idea of changing careers, my work was even more energetic.

why?

of course, because I am a good employee. Haha, there is also a little selfishness, that is, we must seize the opportunity to find contacts.

how can offline channel business be combined with the internet? What is the user portrait like? Is it different from online? How can online traffic help me drain my offline business?

So in the last two months at Procter & Gamble, I did three things:

First, I invited a team of experts from CMK Consumer Insights to help customers go deep into low-tier cities, and conducted qualitative and quantitative research on the consumption habits and preferences of local consumers through focus group interviews, focusing on new brands and competing products from online celebrity, so as to help customers make suggestions and contributions to business transformation.

second, Trade Marketing is online.

in fact, the traffic of offline business mainly comes from the store itself. However, with the penetration of Internet marketing capabilities, there are more and more online and offline integrated gameplay.

At the end of p>2117, Ali's word-of-mouth penetrated into retailers' stores, and the word "wool" was written in capital. How can I miss this opportunity? After some twists and turns, I finally let ali dad's subsidy into my business.

thirdly, wechat applets were born.

Online and offline seem to be two worlds, but customers with foresight have begun to lay out. I didn't have enough time to see the results in promoting the small program to be an extension of the store.

But it is particularly coincidental that last week, my former P&G dealer colleague suddenly called me to ask me about the small program and how to play live broadcast with goods.

when I am happy, I think to myself, but do good deeds and leave the rest to time. 2. Look at the company's financial report, not completely avoiding the pit guide

Look at the financial report, you can judge the operating conditions of a company. Needless to say this.

I believe that the company you choose will not be very bad. But why do you still have to look at the financial report?

because by reading the financial report, you can know what are the core businesses, fast-growing businesses and poorly managed businesses of this company.

Carefully choose the wrong business and join the national army in 49 years.

feel it.

in fact, even large companies have failed many businesses in recent years. Let's say that P&G, a good friend of mine, was assigned to the professional beauty products business line when I joined P&G.

And this business line just happened to catch up with the transformation of P&G in 2116 and became one of the business lines that were sold off. And my friend, because of this, transferred to other businesses, which delayed a year.

In fact, career development, the speed of development in a year or two is a trivial matter, and it may really become an inflection point if it comes to layoffs.

on the contrary, in those years, P&G's e-commerce business developed rapidly, and the corresponding employee promotion channels increased significantly. So e-commerce has become an important business that everyone yearns for.

when you have a choice, you must look carefully! 3. Look at the job description and find advantages corresponding to JD. < P > I found that many people write resumes first and then send them around.

take my advice: never do this!

Social recruitment is to recruit people who can do their jobs when they come. The most important thing is to look at job matching.

No matter how good you are at writing about yourself in your resume, as long as your experience doesn't meet the job requirements, HR can't pass the initial resume screening.

what is the correct way?

—— Select industry, company and position, and finally lock the target position. Then, according to the job desribtion (hereinafter referred to as JD), I will search my past experience for each requirement and summarize my ability points for the requirements.

It's like a department store looking for a salesgirl at the jewelry counter. Even if you built a rocket, it's useless to write it in.

how to write it?

of course, try to pull over. For example: Have you ever sold anything, even Wechat business can pull over; Do you have any knowledge of jewelry industry, not to mention taking a GIA certificate, and you have to know which brands are on the market? To say the least, if you haven't sold any goods and don't know anything about jewelry, you can at least make up the lessons before the interview, right?

therefore, dismantling JD is the first step, and the demand points should be made clear.

Take a JD from the recruitment website of our company as an example to illustrate the idea of disassembling the problem:

Disassemble a JD into demand points, then find your own corresponding ability points, and each point corresponds to a story that can prove itself, and list it first.

as shown in the figure, the first demand point: advertising industry and effect advertising. At this time, you should carefully think about whether you have any experience related to these two keywords in your past work experience. If you are in Party A, have you ever voted for Tencent advertising? Have you ever done an effect advertisement?

if there is, good. let's make a list first, put the story at this point, and then figure out how to string it together.

second, the ability of data analysis, which can be widely used.

if you want to know, have you done any work related to data analysis in the past, perhaps sales performance analysis? Maybe it's advertising effect analysis? As long as this can be reflected, let's list this case first.

In the same way, for the other three demand points, we should start the search engine in our brain and list all the experiences and cases that can be related. With these original materials, we can string them together step by step and break the demand points of the target positions one by one.

in this way, you can tell every story in the interview later: I am the most suitable person for this position. Third, how to make links: to create a "good luck" system

I often feel very lucky, just like when I decided to change careers and have a target position, I got the help of many friends.

in your circle of friends, with friends in the same industry, you will start to have your own circle in this industry.

friends give you the most sincere and reliable industry information, and when you have any questions, you can also get the most sincere answers. They are also your safety net. When you have any uncertain ideas you want to try, your good friend will tell you her experience and how to avoid the pit.

and I found in this process: weak connection >; Strong connection.

what is a strong connection?

It is your relatives and friends who grew up together. This circle is generally not too big, and everyone's industry is relatively concentrated; You will find the industry you want to go to, and they may not be able to help too much.

what is a weak connection?

for example, friends of friends, friends we met at industry parties. You may not have much contact, but you recognize each other. Such friends are weak connections, and they may come from all walks of life.

Friends who maintain weak connections will not spend much time, but they can provide you with more industry information and opportunities.

so, the key people are outside the daily social circle.

On the road of our growth, some factors are determined by luck, such as whether there is a noble person to help you.

Many people think that luck is a passive factor, but in fact, we can make more friends in the circle through various active attempts, such as active socialization, and create good luck for ourselves. Then designing this system to create good luck is to design the direction of life.

when you are waiting for luck, you should know how to guide it. Fourth, how to make up your mind: 61 years old and 6 months 1. The biggest difficulty in changing careers lies in the repeated entanglement of reason and emotion < P > When we make choices, whether it is life choices or career choices, we are actually sorting out our lives.

Especially when changing careers, there is a silence cost when going from an already familiar industry to a strange industry.

You have worked in this industry for a long time, and you have accumulated experience and income. At this time, when you change jobs and industries, there will always be entanglement and anxiety, so you are emotionally reluctant.

this is normal, and I have struggled with it myself. But reason tells itself, what is your career change for? This is the most important thing. The solution is to list the elements that you care most about, and then sort them out to make clear your determination to change careers.

because we can't want everything, and we are not willing to take risks, people who want everything are the most entangled and the most difficult to take decisive action. 2. Looking back at 61: How do you measure your life?

When making a decision, we can think about what kind of person you want to be when you are 61 years old, what kind of life you want to live, and what kind of relationship you have with people around you, and then use these 61-year-old appearances to guide the direction of making a decision now.

how to measure life specifically can be found in this book: HOW WILL YOU MEASURE YOUR LIFE. The book systematically introduces the three dimensions of measuring life-career, happiness and growth.

the most basic thing in a career is to ensure the source of life, and the deeper thing is whether you can satisfy your inner demands. Happiness pays more attention to stable and meaningful relationships, and relationships with family and friends give you long-term happiness.

Looking back from the age of 61, I hope you can imagine your future portrait and find the right yardstick when making a decision.

The simplest and most intuitive way is to observe your friends or elders, even idols, who do you think is the more successful case, and then ask yourself if you want to live a life similar to his. If so, you can use him as a yardstick before deciding which way to go. Third, build a safe haven: 6 months living reserve

When making a decision, money is an important factor.

before changing careers, we need to build a basic safe haven for ourselves, calculate how much money we need for life and communication in the first two years, and whether we have a reserve fund if we encounter risks such as accidents.

For example, recently, due to the epidemic, enterprises delayed their resumption of work, and the offline real economy was greatly affected. Then if you switched to the catering industry before this, this is the most sad winter.

a 6-month reserve fund is one of the important preparations. After all, it is risky to change careers, in case of misfortune.