Chapter 18 Section 7 What should be paid attention to when starting a business?

A few things about entrepreneurship. First, don't engage in diversification, especially when the company is small.I think that if you can do one less thing, do one less thing. Not only do you not need to diversify, but also it is best to focus on one direction when starting a business, and make one product if you want to do it.If you want to make this product, you can’t say that you have to use an average force. You must make full use of your core competitiveness.Focus focus and focus again.The more you try to do, the faster you fail. Anyway, I have seen too much, as long as it violates this rule, he wants to do this when he sees one today, and wants to do another one tomorrow, and when asked the day after tomorrow, he is doing three in total.Ask him another year, he can't do anything because he's bankrupt.But if he unswervingly focuses on one point, makes a product, and makes this product perfect for him, all the team, manpower, financial resources, and material resources are all invested in this, the probability of success is higher than others. Much bigger.Be specific.If you violate this, I think the probability of failure is quite high.

Another one is that I think that within the company, democratic centralism is very important.When I was in the company in the early days, I was often not democratic, and then there were times when I was not concentrated, but it was actually not very good.The company's decision-making must be both democratic and centralized.Any human head can make mistakes, you're the boss, you're a genius, and you make mistakes too.As I said earlier, I used to think that I wanted to be mature, and 70% of them were wrong. As the person in charge of an enterprise, I made many mistakes, so I can only communicate more with the backbone of my enterprise and ask more questions. Their opinions and decision-making power must be democratic.Once everyone works together and an idea is verified, it is necessary to make a decisive decision.After the decision is made, as long as it is not a wrong direction, it must be firmly implemented.Don't stop and adjust frequently, stop and adjust again.Sometimes there are many paths for mountaineering, and it is possible that the path you choose is not the shortest, and it may be a little farther away, but if you insist on walking; it is better than if you take one path and find that it is not the shortest, and say another path It’s closer, and then go down the mountain to climb that road, and find that it’s not the closest one. It’s better than that.Therefore, in terms of the company's management mechanism, it is necessary to follow the path of democratic centralization as much as possible.

For a marketing-driven company, I think the boss must do marketing and advertising by himself.As long as the boss doesn't catch it himself, the company is generally useless. If it was caught by a vice president, then if the company is successful, the boss will definitely be fired by the vice president in the future. Because the boss personally handles marketing, it means that the lifeblood of the company is in your hands, which is actually more important than your capital. For a marketing-driven company, marketing is the rudder. If you, as the leader, don’t care about this direction, but care about the most important rudder, then the company is prone to mistakes.

The boss attaches importance to it, not to say that the boss must be smarter than others.In general, most bosses are smarter than employees.But it doesn't matter if you are not smart, because as long as the boss pays attention to it, the whole company will pay attention to it. If the boss does not listen to the advertising report once a year, the advertising people in this company will not pay attention, and they will all want to change departments.Therefore, it is actually necessary for the boss to personally grasp it. Like online games, I personally focus on research and development, that is, products and product experience.This is also very important.Everyone saw that I caught it, so the entire R&D staff paid special attention to this area to develop a new function, paying special attention to consumers' feelings.Will consumers evaluate it well?Good or not?This puts invisible pressure on the company.

So does advertising.As soon as I caught it, the backbone of the country, branch managers, and people in the headquarters were thinking about advertising and consumer issues every day. The boss personally grasps it, and the greater effect is: the resources of the entire company, manpower, financial resources, and material resources, will flow in that direction.The boss doesn't care, that place lacks resources. When starting a business, do you do what you like, or do you do what the market particularly demands?I think it depends on the personality of the boss. If the boss is romantic, then you should do what you like. If the boss is hard-working, then you should do what you need.This has to do with the personality of the boss.

It seems that I have to work hard every day to water there, but I am interested.I play games every day and I think it's quite romantic in it. Others think that you still feel very happy lying in front of the computer for 11 hours a day, and others think that I am bitter, so this is an interest, because I like playing games myself. When I didn’t care about health products, I secretly played games during work hours, because every day at the company, sometimes people came to report to me occasionally, and when someone knocked on the door, I would “bang” the computer screen off. If your subordinates see the boss playing games during working hours, it would be embarrassing, they are not allowed to play, you are playing it yourself.

Later, as soon as I developed the game, I felt confident.This is mainly of interest. There are two criteria for selecting candidates. Chairman Mao said that they are both popular and expert. Red means good character; expert means good business.In fact, this has two aspects. In fact, in any team, if you look around for people, you can find the right people, and you can find popular and professional people. Hong, I think a person with a little bit of experience can actually see his character in the early stage; professional, in fact, a lot of it has to do with training. If you give him that position but don't authorize him, then he will never be able to specialize.You have to put him in that position, empower him, and then train him.

Of course I have a characteristic, in fact, I am quite conservative. Generally, I use people for key positions who have been with me for more than 10 years. For example, Liu Wei has been with me for almost 20 years.People in several key positions have followed me for more than 15 years.You must understand the ability of this kind of person. You have already understood it after 3 years with you, and the problem of redness will naturally be solved. He was given so many opportunities to make financial mistakes in the past, but he never made any financial mistakes. He has been tested, so he is fine.So I use people above, I think it's okay, and there have never been any major problems.

Employing people, he may have 70 points, and I may have 90 points. When I authorize, I have to endure this 20-point gap.It has to be endured, and I can bear it too. For example, the health wine I mentioned earlier, I can't do it when I see it.This can be done, but I always feel that the contribution of the last piece of profit to the company is much smaller than that of Melatonin. I don't think so, but it's up to them to make the decision.In the end they did it, and of course it can't be said to be a failure, but it can't be said to be a success, so they themselves later felt that my prompt at the time was correct.But wouldn't it be good to pay the tuition once?Don't do that next time.

My authorization is a bit more thorough than the average boss.It is the subordinate who is very persistent. If I am not 100% sure, I will generally not veto him.I just think that I am not 100% sure that it will fail, and in the end it cannot be called a failure completely, but it cannot be called a success, not a big success, so I think it is not worthwhile to spend so much energy. I still think that it is enough to select a person, then give authorization, and give some scientific supervision. In several of my companies, the employees are all veteran cadres within me, but people like entrepreneurs should start like this: you first take him with a section, give him a section, and then fully authorize him, because he can only grow after full authorization. Can be faster.

Allow him to make some mistakes.Of course, if it’s a catastrophic mistake, you can’t let him make it, but as a top leader, you have already grasped the lifeline. As long as other places are not financial problems, as long as they are not safety issues, it will generally not be fatal. Generally speaking, if you make a mistake, there is still an opportunity to correct it.

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