Why do we often see that we are easily cheated by businesses in tourist attractions, but the businesses nearby where we live are not?

Is it because the business owners in scenic spots have bad human nature?

Of course not, human nature is almost the same. The reason may be that you have also thought of it-because many scenic spots may come once in a lifetime, and the merchants will do your business once, so the merchants will give you a good meal. In non-scenic spots, businesses rely on repurchase to survive, and word of mouth is very important, so they dare not kill customers casually.

In the words of economists, behind this is the problem of one-time game and multiple games.

Can the problem of shopkeepers in tourist attractions be solved?

I asked some people for their ideas and suggestions, and some people said that the managers of scenic spots should strengthen the control of these businesses. Some people also say, let's just go to the scenic spot and not buy anything! And so on, all kinds of suggestions.

But all these will increase the whole management cost and other costs, and the results may be minimal.

In fact, the really good system design and marketing management are all about understanding human nature and then using it to manage human nature.

Tell me an example of shopping in a scenic spot recently.

I went to Tibet alone last month, and I wanted to buy some gifts before I left Tibet. So I went shopping in some stores. A shopkeeper saw me looking at a pile of dried yak meat snacks for a long time, and probably saw my concern and said to me, don't worry, young man, these are real yak meat. What you saw in other stores may be made of duck meat.

As soon as I heard this, my curiosity was aroused. Because I have done catering projects, I probably know the cost difference between duck meat and yak meat. Later, I asked my boss, how can I ensure that the dried yak meat you sell is true? The boss said: I won't sell fakes. My stores are all evaluated by tourists online. I did a search, and it was really well received.

Later, I bought some back. It was really yak meat.

Actually, during this process, my boss showed me a lot of authoritative certificates, well-known brand certifications, etc. I didn't believe them. I didn't believe them until he said that there would be customer comments on the Internet, so he was afraid to sell fakes (although comments can also be swiped).

why?

Because of the feedback link of "online platform review", the one-time game business of merchants in tourist attractions has become a business of multiple games. Even if the boss of this scenic spot business is bad in human nature, in order to do long-term business, there is a high probability that he will not dare to "slaughter" you.

The platform comment mechanism is an insight into the human nature of merchants in the scenic environment-the essence is to make more money, but they are afraid of killing customers, who comment online and thus affect other tourists' choice decisions, so they no longer kill customers casually. This is to use human nature and manage human nature. There is no need to deliberately strengthen the management and control of scenic spots, and businesses will naturally change the behavior of "slaughtering customers".

Just like the emergence of platforms such as public comment, Didi and Taobao, from the perspective of consumers' interests, it is actually a platform to manage human nature by using human nature. For example, we used to take taxis, and many drivers had a bad attitude towards passengers. But now we take taxis through Didi platform, and the driver's attitude towards passengers has changed.

Is it because people have changed in different times? No, people haven't changed, and they may still be the same driver, but because of the emergence of the third-party platform, the relationship between passengers and drivers has changed-the driver has a bad attitude, and passengers can easily evaluate and complain on the platform. The evaluation of passengers can affect the driver's income, so can the driver have a bad attitude? This is the constraint of human nature.

"Never test human nature" is well-founded. Because the same person will show different behaviors and attitudes under different conditions, even the opposite human characteristics.

According to the research conclusion of the famous social psychologist David Myers, people's behavioral motivation is mainly influenced by four aspects, namely social role, personality endowment, cultural attributes and environmental scenes.

For example, in the film Das Experiment, which was adapted from the Stanford prison experiment conducted at Stanford University in 1971, a middle-aged man, who usually seemed to be shy, showed a completely different behavior attitude because of the scene environment and the role he played as a prison guard at that time-violent attacks on other prisoners and other behaviors. Everyone else showed different behaviors and attitudes.

For another example, we see a lot of bad words on the Internet, all because these people happen without responsibility and consequences. For example, people who scold others freely in Weibo may not do so on WeChat. Because Weibo is full of strangers, WeChat is an acquaintance.

In fact, we humans also want to eliminate and control some seemingly bad human characteristics through many ways. For example, when I was traveling in Tibet, I learned from some friends that Buddhism says that people have "greed, anger and stupidity", which is called "three poisons". There is also a movie called Seven Deaths, which is about gluttony, greed, laziness, jealousy, pride, lust and anger. However, it takes long-term education and understanding to control these "bad" natures of human nature.

Personally, I think that human nature has many seemingly bad characteristics, but correctly using the different characteristics of human nature will also create different value products for us (such as the birth of washing machines, cars and other products), and even use human nature to manage human nature. For example, the phenomenon of "cheating customers" in scenic spots can be optimized by building a third-party evaluation system platform.

And you can see the application of this idea everywhere in business and life study. Such as games, movie plots and so on.

Here are some examples of learning and enterprise.

1. Learning: Share whatever you want to learn.

Learning is actually a bit against humanity. Without restraint and pressure, most of us prefer a comfortable state. But it is not so comfortable to learn a skill. Even if you like this thing again, you have to go through a process experience that you don't like very much.

For example, if we want to read some books that are not so good to read, many of us certainly don't want to read them if we don't have to.

That's why many people like to buy a lot of books, but they don't really finish reading even one book. This is because at the moment when we buy books, we will have a temporary pleasure of "studying hard and being positive".

but I really bought it back, and I had to read it page by page. I didn't know when I would finish it, so we gave up reading in an instant. Even after reading more than a dozen pages, I found that there were more than a thousand pages left. After thinking about the painful feelings just now, I finally gave up ...

This is because of the laziness of human nature. We all like timely and pleasant feedback instead of long-term feedback. And reading and learning is a long-term feedback thing.

In order to keep reading, many people may force themselves to stick to it through "self-discipline" and "willpower".

I think that forcing ourselves is the last resort, and the best way is not to control human nature, but how to use human nature to manage human nature and achieve our learning goals.

In order to make learning painless and master knowledge, the method I often use is "shared learning"-you can share whatever you want to learn (for details, you can go online to learn about Feynman learning method).

For example, I recently spent a month reading five volumes of Selected Works of Mao Zedong, with more than 2,111 pages, and I also wrote more than 511 words of comments every day (I only read the first volume at the beginning of the year). Although there are many places that I don't quite understand because of the background, I have benefited a lot and inspired me a lot.

During that time, I kept reading Mao Xuan for two hours every day, even if I was on a business trip. I often don't want to read it, because it's not so good to read, and I'm usually busy.

I know that everyone is lazy, but I took advantage of my human nature of "paying more attention to the promises I made in front of people" and promised my marketing community partners at the beginning of the plan that I would read five volumes of Mao Xuan in one month and write my thoughts every day.

Although I like Mao Xuan very much, there are times when I don't want to see it. Whenever I don't want to watch it, I think about my "boasted" cows, and then I hold out Mao Xuan and continue to watch it ... (Of course, because I like it better, it's not so painful to stick to it for a month)

Here, I would like to remind you that there are many ways to learn. For example, before our team, there would be daily sharing learning, weekly reading sharing exchange day and so on. In short, it is good to suit yourself.

So, if you also have a goal you want to achieve, but you can't finish it because of your lazy humanity, you might as well have an insight into what your humanity cares about most, and then use this humanity to design a mechanism to manage the lazy side of humanity, and finally achieve the goal better.

2. In the enterprise, a good management system is to have an insight into human nature and then use it to manage human nature.

We have a customer who is a catering brand. He called me and confided, saying, "After giving employees a lot of money, the employees still refuse to work actively. Even the more customers there are in the store, the employees are unhappy! Finally, it affected the customer experience. Why is this? "

Later, after understanding, I found that there was something wrong with the design of this customer's salary system-no matter how well any employee did, as long as the business was good, everyone's bonus and dividend were the same.

I asked the boss why? The boss said it was "fair" to divide the money like this.

It seems fair, but in fact it is very unfair-for some employees with good abilities who want to create more value for the company, they will think, "Why do I do so much work and get the same money as those who do nothing! "

In the end, employees with good abilities are no longer active, and employees who fish are happy with it. How can such a salary system not drag down enterprises?

A good management system is to have an insight into human nature and then use it to manage human nature.

Later, I suggested that the client design an assessment mechanism and readjust the salary structure, so that the employees who have more abilities and are lazy in fishing will be punished accordingly. At the same time, optimize the concept of corporate culture, implement it in daily details, and truly create value for customers. In fact, the essence of many corporate cultures is the founder culture, so to put it bluntly, it is the most important thing to change the boss's cognitive thinking. Coupled with our series of brand marketing measures, we will eventually achieve benign long-term growth.

Therefore, no matter whether human nature is good or evil, a person's humanity is good or bad. We can't understand it for a short time, we can't eliminate the bad humanity, and we won't immediately change evil into good, laziness into diligence, betrayal into loyalty, greed into selflessness, etc. However, we can manage human nature by designing humanized mechanisms, so that people can give play to the side we want.

—END—