A planner's thought.

thinking is thinking.

thinking is thinking deeply.

the fundamental purpose of deep thinking-solving problems.

solving problems is the only reason why customers invite us to do planning.

Planning is an industry that needs deep thinking, and the core of planning training is thinking ability.

thinking is the basic job of every planner. Looking at the essence from the phenomenon, from the outside to the inside, from A to B, logical reasoning, inductive summary and structural deduction are the most fundamental:

1, finding insight

2, forming insight

3, solving problems

4, system planning

5, naked creativity

6, brand performance

.

writing is creating.

writing requires writing.

The more you think, the more open your mind, the more perfect your writing and expression, which is a positive cycle of self-reinforcement.

A plan that can't be written is like a soldier who can't use a gun, a sailor who can't row a boat, and a chef who can't use a shovel.

Planning is a collective creation, and a process of collective creation requires a master brain, and the master brain is often the one with the strongest writing ability. TA needs to lead the team's thinking with his own strategic thinking and lead the team's creativity with his own creativity, and it is unimaginable without writing ability.

a planner's talk

talk.

speak and express.

the essence of expression is the manifestation of thought.

The purpose of talking is to tell customers that strategy can form advantages, strategy can solve problems, creativity is sharp enough, and landing can achieve results.

To impress customers, a strategy needs to solve customers' problems, bring customers what value, and what is the fundamental thinking and logic behind the strategy; What creativity has been completed, what leap has been made in creativity, and what is the source of inspiration; How to land, what to do and how to do it well.

So what the planner said is to show the planning ideas clearly, clearly and logically.

Adam Smith had already concluded the theory of persuading customers systematically in The Wealth of Nations published in March, 1776.

Let's see what the real economist said:

"Human beings need the help of their compatriots almost anytime and anywhere, and it is absolutely impossible to rely solely on the kindness of others. If he can stimulate their self-interest and make it beneficial to him, and tell them that it is beneficial to them to do something for him, it will be much easier for him to achieve his goal.

the food and drinks we need every day are not from the kindness of butchers, brewers or bakers, but from their self-interest plans. We don't say words that arouse their altruism, but words that arouse their egoism. We don't say that we need it, but that it is beneficial to them. "

a planner does

does.

just do it.

the purpose of planning is to solve problems, and the purpose of execution is also to solve problems.

The planning industry needs high values first, and the values of Osseth's planning are eight words: sincerity, sincerity and insight.

the above eight words, summed up in vernacular, are to help customers solve problems sincerely. Easier said than done! The hardest part of every project should be doing it.

what is the biggest problem that a planner can help customers solve?

1. Get the brand right: the brand is in the wrong direction and everything else is wrong. Getting it right is the first step! The greatest value of a planning company is to reduce the cost of trial and error for customers.

This part is what the consulting company said: strategic height, accurate brand positioning and overall advantages; The strategic path is clear and operable.

2. Engine the brand: brand success is the success of a system based on core positioning. Only by systematizing can it be engine-based!

3. Establish super recognition: Super memory system is the core for brands to carry brand assets and reduce communication costs, and all brands need to establish super recognition.

4. establish super matching: the brand needs 4P for super matching, that is, product system, channel system, integrated marketing communication system and price system. Only super matching can ensure the ultimate success of the brand.

5. Strong implementation: Only when the brand goes out of the street can it succeed, and the work of the enterprise will ultimately achieve the brand's strong out of the street. The design of the enterprise should be WYSIWYG, with good strategy and no strong creativity equals 1, and with strong creativity and no strong out of the street equals 1.