Peeling the cocoon of five original thinking about food and beverage

Five original thinking about food and beverage: ecology, category, culture, common sense and concise.

1, back to the ecology to understand

The difficulties they face, put the larger industry / catering ecology to look at the following, will produce a more realistic understanding and judgment.

Food and beverage is like a large ecosystem, since it is a system, there is a diversity of species, there are huge and incomparable guys, there are also many small things **** exist. If you want to join to this ecology, you first need to become one of the species and become alive, not just come up to be the top species.

Becoming a presence at the top of the ecosystem is very demanding, requiring higher oxygen levels, wider territories, more food, and more energy to fend off challengers ...... It is also because of the harsh demands on the environment that make the top species rather less able to survive when the environment changes.

If they do not have these conditions, or have not yet evolved to this stage, they have to follow their own laws to evolve and reproduce, so that they can cope with more complex changes in the environment. Because there is only one eternal theme in ecology - survival, longer survival.

2, back to the category to think

Innovation is always endless, but it has been proved that people prefer to see, eat and understand the catering innovation.

As if, behind the fruit is the stem, and below the stem is the root. Behind the product is the category, and behind the category is the geography. Catering innovation can be rich and varied, but innovation can be combined with the category, combined with the category belongs to the place to think. The reason is that behind the category, there is a long history of dietary cognition and habits, as well as a hidden history of the category and its causes.

When it comes to food and beverage, whether it's entrepreneurship or innovation, we're not starting from scratch. What we do today is, in a way, a kind of rearrangement and combination, a "new fulfillment" of the "old needs", a "new presentation" of the "old things", or even a "strangeness with familiarity".

3, back to the culture to immersion

Culture is a unique product of human society, different cultures bring different "immersion environment".

Culture seems to be a very virtual thing, but the impact of culture on people is very big, because it is a specific region or group of people's thinking integrated, and with the change of the times and constantly multiply and change. The same is true for the culture of food. The category gives the product a root, and the culture gives the product a soul. Because of culture, many products have stories to spread and customs to pass on, giving them a longer life.

If a certain thing or a single behavior to see not clear, you can try to combine culture to understand, in this context, to give you a richer reading level, give you a clearer vision. We exist within culture, are immersed in culture, and are constantly creating new culture.

4, back to common sense to judgment

Common sense is to be revered, it seems to be ordinary knowledge, but all the time is not affecting us and others.

The way to judge a thing can be simple or complex. If you don't know how to judge, you may end up acting by virtue of blind obedience or impulse. How do you go about generating a sound judgment and working with it?

Back to common sense is one way, if it is common sense also does not make sense of things, you should be skeptical, where is the problem, why would not be in line with common sense, does not conform to common sense? In fact, some catering innovation in the seemingly brilliant ideas, or novel models, due to the implied violation of the part of common sense, the back soon appeared bottlenecks.

There is no need to be anxious about some of the dazzling catering plays that you can't understand. Back to common sense to judge, it is the simple things complicated, or complex things simple? It exists, from the perspective of common sense has created value, for whom and how much value?

These years of catering, we have experienced the subversion of the essence, experienced the search for the essence, and experienced the return to the essence, but the essence is there, as common sense, is an objective existence. People have been racking their brains since the beginning of time, is to make things simple, and the already simple things become complex behavior, it itself is not in line with common sense.

5, back to simple to express

Rich is simple, simple is complex, this is, easy to add, difficult to subtract the truth.

We want to express things, often not 8 have 6, like a poster, not stuffed with information on the feeling of loss. In fact, we are surrounded by a lot of ineffective information, for the average person, look at a glance and still do not understand, TA often choose not to see, rather than look twice.

To complex things, to concise expression, the key is to find the most central point where, without in-depth insight is not enough. So can concise expression be achieved? Yes, but it requires insight and thought before expression. If you can be concise, never complex, and the ability to present concisely is not simple, often requires real effort.