Chapter 12 Chapter 12 Dreams Make Wealth Americans Make Money Stories

The United States is the world's largest economic power, with a gross domestic product of more than 10 trillion U.S. dollars.In today's world, America's economic influence is everywhere.Due to their strong economic position, Americans' politics, culture, and technology all have important influences on the world.American English is the lingua franca of international negotiations, while the U.S. dollar is the global trade settlement currency. In the selection of the world's top 500 companies held by "Fortune" magazine every year, American companies occupy more than one-third of the seats.In today's commercial society, if you want to do big business and make your company bigger and stronger, you'd better learn from American businessmen, they are the most successful in this respect.

American businessmen are very confident and even a little arrogant in their business activities.They are often self-centered and like others to play by their rules.He speaks loudly and frequently, pays attention to efficiency in handling affairs, and rarely says sorry.This kind of self-confidence, straightforwardness and high efficiency make the business more transparent and faster. American businessmen pay great attention to obeying the rules when doing business, and they don't understand how the Orientals change their principles due to favors.At the same time, Americans also follow the win-win way of doing business.Both parties need to make a profit in a business, so they generally don’t ask for extravagant prices, and they don’t like other people’s extravagant prices. This pragmatic approach enables their enterprises to achieve “built to last”.

The United States is a country with a highly sound legal system, with one lawyer for every 450 people.Conflicts and disputes encountered in business are generally resolved through legal channels.In order to protect their own interests, the most just and appropriate way for American businessmen is to seek legal help.Therefore, they pay special attention to the contract, and the contract performance rate is very high.If the other party fails to perform the contract, they will strictly require the other party to pay compensation and liquidated damages in accordance with the contract, without any room for negotiation.

The United States is a highly developed country, and people's life rhythm is relatively fast.This makes American businessmen especially cherish time and pay attention to the efficiency of activities.In business activities, most of them are direct and frank, and they will put forward their own proposals straight to the point, so the efficiency of doing business is very high. Before the 1984 Los Angeles Olympic Games, hosting the Olympic Games was basically "making money at a loss". For example, in 1972, Munich spent 1 billion U.S. dollars; in 1976, Montreal spent more than 2 billion U.S. dollars; and in 1980, Moscow spent more than 9 billion U.S. dollars.Therefore, when it came time to apply for the 1984 Olympic Games, there was only one applicant city, Los Angeles, USA.

There is no way, the International Olympic Committee had to hand over the twenty-third Olympic Games to Los Angeles to host.After that, Los Angeles started a comprehensive planning work, first set up a preparatory committee, and invited the 45-year-old Uber Roth as the chairman of the preparatory committee.This unknown person in the sports world is full of vision and insight. He has shown outstanding talent in this preparation and organization work, and thus became famous in one fell swoop. After Uber Roth became the chairman, the biggest problem he faced was the source of funding.The Los Angeles Olympic Games is the first non-government sports event since the inauguration of the Olympic Games in 1896. There is no government subsidy, and it cannot increase the burden on taxpayers. In addition, US law prohibits the issuance of lottery tickets, so all funds must be raised by themselves.

These are not difficult for Uber Roth, he opened up a wide range of financial resources: entered into funding agreements with enterprise groups; Build the Olympic Village, lease two university dormitories in California for athletes and officials; recruit volunteers to do voluntary work for the conference, etc.Uberroth used his ingenuity to make the work of the organizing committee orderly and everything came true.According to the materials released by the Los Angeles Olympic Organizing Committee, not only did the current Olympic Games not suffer a deficit, but instead made a profit of 250 million US dollars.

The successful operation of Uber Roth has given the world a great inspiration. It turns out that the Olympic Games is not a hot potato, but a cash cow.Thus, after the Los Angeles Olympics, successful business operations made money for the Seoul Olympics in 1988, the Barcelona Olympics in 1992, the Atlanta Olympics in 1996, and the Sydney Olympics in 2000. In addition, Ueberroth not only set a precedent for the private hosting of the Olympic Games, but also inspired many economically underdeveloped countries from his success, which had a positive impact on the Olympic Games being held in more countries in the future.

The new idea of ​​"supporting the Olympics with the Olympics" creatively put forward by Uber Roth explained the new concept of the sports industry to people all over the world. In 1847, 17-year-old Strauss came to the United States. Not long after, a gold rush appeared in the western United States, and Strauss joined the gold rush army.When he came to San Francisco, he immediately changed his mind.Instead of panning for gold, he opened a store selling daily necessities and canvas for camping tents and carriage covers.Because after seeing the bustling gold diggers, he immediately realized that this must be a good deal.

One day later, a gold digger asked Strauss to make trousers out of canvas and sell them to them.Because gold diggers deal with muddy water all day long, they need strong and wear-resistant pants. The demands of the gold diggers made Strauss realize that there would be a huge market for jeans.So Strauss immediately made two pairs of trousers according to the requirements of the gold digger. This is the earliest jeans in the world.Because it is strong, durable and wear-resistant, it has become a sought-after item for gold diggers. Later, Strauss continued to improve the style of trousers: the trouser pockets on the hips were nailed with metal nails, the buttons were made of copper and zinc alloys, and the important parts were trimmed with leather. As a result, they were immediately favored by young people. Then it quickly became popular in the United States and was quickly spread to all over the world.

Why didn't the gold digger who suggested making the jeans get rich?Because Strauss sees further than he does. 36 tricks to make money: a hidden knife in a smile: Believe in it and be safe, use yin to map it, prepare before moving, and don't make changes.Hard in the middle and soft in the outside. Make the enemy fully believe in us, stay still, be numb and relaxed, plan a plan to defeat the enemy in secret, wait for the opportunity to take sudden action after full preparation, and take contingency measures without letting the enemy notice. . In modern business activities, hiding a knife behind a smile is also a common strategy for operators.The trick is that in the process of negotiating with opponents, the operator looks very gentle and courteous on the outside, with a smile on his face, and is very magnanimous; but in fact it is not the case. Vicious.In short, the purpose of operators using this tactic is to make their opponents obey them and act in the trap they have designed, so as to achieve their real intention and purpose of making a fortune.

McDonald's is now the giant of the global fast food industry, and the value of McDonald's trademark exceeds 25.3 billion US dollars.The founders, the McDonald brothers, actually only sold for 2.7 million US dollars. In 1955, Crocker was just a salesman selling dairy machines and was over 50 years old.By chance, he discovered that there was a restaurant called McDonald's in the business report, and he ordered eight dairy machines at one go, while ordinary stores only needed one or two. He decided that this was an unusual store. , set off immediately. When he arrived at the McDonald's restaurant, the unique atmosphere infected him immediately.As a salesman, Crocker had contacted countless restaurants, but only McDonald's, the unique fast food style, immediately made him realize that this was a huge business opportunity.At that time, the fast food industry was just emerging in the United States. Although McDonald's had been established for 25 years, it was only a local restaurant with a thriving business. No one knew its name except where it was located in East Los Angeles. Crocker is keenly aware that in a period of great industry, fast food restaurants like McDonald's are the trend. Why not use the ready-made model in Los Angeles to clone McDonald's everywhere?He immediately found the McDonald brothers and proposed his expansion plan.The McDonald's brothers were not very interested. Just relying on this store in Los Angeles, they were able to make a steady income of 100,000 US dollars a year. This was not a small amount at the time, and they were already very satisfied.After arduous negotiations, Crocker obtained the authorization with harsh conditions and began to sell the franchise rights of McDonald's chain stores all over the United States. Crocker was 53 years old.Not only did he give up his familiar job, but he also had to bear the operating expenses and marketing expenses of the chain store by himself. He traveled around and made little money, so that his wife who had been married to him for 29 years finally left him. The loss was heavy, but Crocker still did not give up.With his efforts, 6 years later, McDonald's has more than 200 chain stores in the United States, and Crocker has seen the prospect of a fast food empire.At the risk of ruining his entire family, he borrowed 2.7 million dollars from some school foundations and retirement funds to buy out all the McDonald's trademarks, and he finally became the owner of McDonald's.Since then, McDonald's business has been booming. In just 10 years, the number of McDonald's chain stores in the United States has reached more than 700, and the stock has also begun to be listed. It has become a long-term money-making machine for Warren Buffett. No one can deny that it was indeed a wise move for Crocker to borrow money to buy out the McDonald's trademark. Those who know the current affairs are heroes, and being able to see the future development direction is already half the battle. In the 54th U.S. presidential election in 2000, candidates Bush and Al Gore were very close in number of votes. However, due to disputes between the two parties due to the vote counting process in Florida, the new president was delayed. Facing the political crisis of the president's dystocia, the US Fietler Company originally planned to issue the new millennium presidential commemorative coins. They had an idea and turned the crisis into a business opportunity. Using the engraved statues of Bush and Gore that had already been prepared, they issued 4,000 coins in advance. A very special commemorative silver coin. The silver coin is made of sterling silver, three and a half inches in diameter, regardless of the front and back, with a portrait of George W. Bush on one side and a portrait of Al Gore on the other. The order price of each coin is 79 US dollars.As a result, this special commemorative silver coin sold surprisingly well.In just a few days, the silver coins were sold out.The company took advantage of the president's difficult labor and made a fortune. Any disturbance may be an opportunity for a businessman to make money, and whether he can make money depends on whether he has the intention to capture the opportunity. 36 strategies to make money Eleven Li Dai Tao stiff: It is bound to be detrimental, and detrimental to yin to benefit yang. When the situation develops and there is a loss, one must be willing to part with a local loss in exchange for an overall advantage. The core of "Li Daitao's rigidity" is that according to the growth and decline of the strength of the enemy and the enemy, when it is necessary to lose local interests, one must bear the pain and give up one's love, "giving up the car to protect the handsome" in order to achieve a greater overall victory.In the business activities of making money in modern business, operators should not be tempted by small profits, nor be influenced by small harms, but should analyze and compare from the overall situation of pros and cons, strive for the main advantages without giving up an inch, clever management Investors will "advance by retreating, giving up first and then gaining" to achieve their goal of making money. On Christmas Eve in 1984, despite the biting cold wind in many cities in the United States, long queues formed in front of toy stores all night long.At this time, people had a good wish in their hearts: to "adopt" a "broccoli doll" with a length of more than 40 centimeters. How did the "adopted" doll end up in the toy store?It turns out that the "Cabbage Doll" is a unique and charming toy, which was created by Dr. Luo, the general manager of Alcorn Company in the United States. Through market research, Dr. Luo learned that the demand in the European and American toy markets is shifting from "electronic" and "educational" toys to "warmth-oriented".In the past, "dolls" were all made in the same mold.Now, in order to inject more "warmth" into the "Yelai Doll", Dr. Luo has adopted advanced computer technology to design the "Yelai Doll" with thousands of faces, with different hairstyles, hair colors, and appearances. Footwear, clothing, accessories, which meet people's requirements for personalized products. In addition, the success of "Cabbage Doll" also has its profound social reasons.The divorce rate in the United States is increasing year by year.Divorce of parents causes psychological trauma to children, and also makes the party who does not have the right to custody of the children lose emotional sustenance. "Cauliflower Dolls" fills that emotional void for a childless parent.This makes the toy popular not only with children but also with adult women. Dr. Luo caught people's buying psychology and made a big fuss.He ingeniously turned sales toys into "adoption dolls" and "broccoli dolls" into real living babies in people's minds.Every time Alcorn produces a doll, it must attach a birth certificate to the doll.The name, handprints, footprints, and buttocks are also stamped with the seal of "midwife".When customers adopt, they must solemnly sign the "adoption certificate" to establish the relationship between "adopted son and adoptive parents". After analyzing the psychology and needs of customers, he made another creative decision: "Supporting Jackie Chan" - selling products related to "Cabbage Dolls", including bed sheets for dolls, diapers, strollers, backpacks, and various other products. kinds of toys. Since the customers who "adopt" the "cabbage doll" regard her as a real baby and their emotional sustenance, of course they regard the purchase of doll supplies as an essential thing. In this way, Alcorn's sales increased significantly.In the days leading up to Christmas in 1984 alone, 2.5 million Broccoli Dolls were sold for a total of $46 million. In 1984, Alcorn's sales exceeded $1 billion. The biggest reason for the success of "Yelai Doll" is "warmth". People's hearts are full of flesh, and if they can touch the hearts of consumers, they can win the market. When Dell Computer Corporation was established in 1984, the registered capital was only US$1,000. By 2001, its sales reached US$31 billion and it had 36,000 employees worldwide. In 2002, "Fortune" magazine's global top 500 selection, Dell ranked 131st. At the age of 12, Dale took his first business venture - in order to save money, instead of buying stamps from auctions, he persuaded his neighbors to entrust them to him, and then published in professional journals to sell stamps advertisment.Unexpectedly, he made $2,000 and for the first time tasted the benefits of "direct contact" without the middleman. Dell started the computer business when he was in junior high school, buying the parts himself, assembling them and then selling them.In the process, he found that the selling price and profit margin of computers were irregular.An IBM personal computer that costs $3,000 can be bought for as little as $600 or $700 in parts.At that time, most people who ran computers didn't know much about computers, so they couldn't provide technical support to customers, let alone provide suitable computers according to customers' needs.These inspired Dell: Abandoning middlemen and modifying computers by itself not only has advantages in price, but also advantages in quality and service, and can provide computers with different functions according to the direct requirements of customers. In 1984, after dropping out of school, Dell opened his own company in an office of about 93 square meters. In 2002, his company ranked 131st among the Fortune Global 500. In less than 20 years, Dell The company became one of the most famous companies in the world.Dell Computer is now the leader in the home computer market. The two magic weapons for Dell's rapid development are "direct sales model" and "market segmentation". Make money with 36 strategies and 12 tricks: Where there is a small gap, you must take advantage of it, and if you have a small profit, you must gain it.Shaoyin, Shaoyang. The slight negligence of the enemy must also be used, and no matter how small the benefits are, we must also obtain them.Turn the enemy's small negligence into our small interests. As the saying goes: there is no such thing as a free lunch.The key to the plan is not to wait for the "sheep" to come to your door automatically, but to rely more on your own keen insight and ability to discover opportunities. You must be good at focusing on small things and discovering potential bigger opportunities, so that you can get twice the result with half the effort. Effect.For those who work, if conditions permit, those who can work part-time should work part-time. Technological and medical personnel can use holidays to solve problems for other units. Teachers can teach in evening schools or cram schools. Manifestations.Of course, in the workplace, if you want to "take advantage of the situation", you must first do your job well to prevent small losses from making big losses. Morgan is a rich man in the United States. When he was young, he was poor when he took his wife to the United States.At first, he and his wife opened a grocery store selling eggs for their livelihood.When Morgan sold eggs, customers often complained that his eggs were small.After a period of observation and conclusion, he asked his wife to sell the eggs. As a result, customers not only did not think the eggs were too small, but their impression and attitude towards Morgan were greatly changed. It turned out that Morgan's hands were big and thick, which made the eggs look a little small in comparison.And the same egg is placed in a woman's slender hand and a man's thick hand. From the buyer's perspective, the size of the egg is different. Therefore, the customer thinks that all the eggs his wife sells are big eggs. Morgan has observed his own small business so carefully, it is not surprising that he will become a rich man in the future. There is a third-rate hotel in New York State, the business has not been very prosperous, the boss has no choice but to wait to close the hotel. Later, a friend pointed to an empty flat land behind the hotel and gave him an idea.The next day, the hotel posted an advertisement: Dear customer, hello!There is an open space behind the mountain of the hotel for tourists to plant memorial trees.If you are interested, you may wish to plant 10 trees, and our store will take photos for you, and you can leave a wooden sign on the tree, engraved with your name and planting date.When you come to our store again, the little tree must be in full bloom.Our store only charges $200 for saplings. Immediately after the advertisement was published, many people were attracted, and the hotel was overwhelmed.Not long after, the trees on the back mountain were lush, and it was very pleasant for tourists to walk in the forest.Those who planted trees never forgot the small trees they planted with their own hands, and often made a special trip to visit.A group of tourists planted a group of small trees, and a group of small trees brought back a group of repeat customers, and the hotel naturally had more customers. Sometimes doing business is actually very simple, and an idea can turn decay into magic. In the 19th century, news of the discovery of gold mines in California led millions of people to flock there to seek gold, and a 17-year-old girl named Yamr was among them.For a time, the gold diggers in California were short of water and had a difficult life.Little Yamr and most of the others did not find gold. However, the careful Yamr found that there was water on the mountain in the distance.So she opened a canal at the foot of the mountain to divert water, and the accumulated water formed a pond.She put the water into small wooden barrels and traveled more than ten miles every day to sell water, doing business without capital.Some of the gold diggers laughed at her for selling water instead of panning for gold, but she was unmoved.Many years passed, and most of the gold diggers returned empty-handed, but Yamr received $67 million and became one of the few rich men at that time. As long as you look for it with your heart, there is gold everywhere.Yamr is the most successful "gold digger" because she uses her brain instead of a shovel. 36 strategies to make money and thirteen strikes to scare the snake: Doubt is to knock on the truth, check and then answer, and those who are diligent are also the matchmaker of Yin. If there is any doubt, it is necessary to conduct reconnaissance and verification, and then act after the investigation is clear.Repeated understanding and analysis of the enemy's situation is the main means of dealing with the enemy's conspiracy. The strategy of "fighting the grass to scare the snake" means that if there is any doubt, the investigation should be done clearly, and the action should not be taken until the situation is fully grasped.Generally speaking, when the prelude to the battle has begun and the enemy's strength is still not exposed, military secrets must be hidden. Look at the performance of the "snake" after "grassing", or "grassing" to see the appearance of the "snake".In modern commodity management activities, operators should investigate, research, analyze, and forecast in advance when choosing partners from competitors, so as to grasp market conditions, understand opponents, understand consumer needs and other links, and accurately grasp subsequent distribution activities , in order to ensure that the business can be targeted and achieve their real business intentions. In the US market, there is a kind of doll registered as "Barbie". Don't look at it, it costs 10 dollars each, but it makes many parents dumbfounded. Why? This kind of doll is blond, lively and innocent. Parents often use it as a gift for their daughters, and the children are often so happy that they can't close their mouths from ear to ear.However, a few days later, the supply sheet attached to the box reminded the little owner: "Barbie doll" should have its own various costumes.After reading the supply list, the parents thought that it would be worthwhile to spend some more money to educate their children about beauty in dressing Barbie. So they spent dozens of dollars to buy a large pack of Barbie doll "clothes". A week later, the child said that he received a call from the merchant, saying that the beautiful Barbie should have her own toys, such as kittens, dogs, mice, etc., which would make Barbie play more happily, and the child also Haunting the parents to buy "Barbie's favorite toys", looking at the child's longing eyes, the parents had to spend another few tens of dollars to bring back a bunch of "Barbie" toys. Things are not over yet, a new merchandise supply list reminds the children that Barbie is in love with Kane.Parents had to spend another $10 to buy back the "Kane Doll", and then still have to spend money to buy back the clothes, toys, etc. needed for the "Kane Doll". A $10 doll cost nearly $300. With novel ideas and unique means, consumers can continue to willingly pull out their wallets. Make money 36 counts 14 Borrowing corpses back to life: Those who are useful should not be borrowed, those who cannot be used should be borrowed, and those who cannot be used should be borrowed. What is useful should not be used, for fear that we will not be able to control it; what cannot be used should be used, because we can completely control it, and using what is unusable to control it is not that we are under the domination of others, but We dominate others. Resurrecting the dead and regaining a new life lies in the value of the word "new".This "corpse" is still the original "corpse", and this "soul" is not the original "soul".This method is often used in product innovation and company transformation.Like a moth reborn from its cocoon, the larva turns into a moth, life continues, and the future is infinitely bright. A certain publisher had a batch of unsalable books that could not be released for a long time, so he sent a copy to the President, and asked the President for his opinion over and over again. The President, who was busy with government affairs, had no time to entangle with him, so he responded casually: "This book is good!" The publisher advertised like a treasure: "Now there are books that Mr. President likes for sale." As a result, these unsalable books were quickly sold out. Soon, the publisher had a book that could not be sold, so he gave the president another one.The president was fooled for a while and wanted to ridicule him, so he said: "This book is terrible."As a result, many people rushed to buy out of curiosity, and the books were sold out. When the publisher sent the book to the president for the third time, the president accepted the lessons of the previous two and was noncommittal.However, the publisher advertised: "Now there are books for sale that the president can hardly conclude!" This time, the publisher actually made a lot of money again. Smart businessmen are able to use all resources to make money, including the president. The Smithsonian Institution for Astrophysics lists 250,000 stars in its star catalog, but none of them are officially named.They set up a "star naming company" and put up a huge advertisement: they only sell stars, which are unique in the world. The sweet words on the billboard are quite tempting: Do you want your name to be immortalized in the universe?Please buy stars! Do you want the fame of your relatives and friends to live forever?Please buy a star as soon as possible! Absolutely cheap, only $25 each! Although the 250,000 stars are only numbered and invisible to the naked eye, for many people, it is indeed an irresistible feeling to be able to make one's name associated with the sun, moon, and stars, and shine with the heavens and the earth. Live the temptation.So a lot of people pay $25 for a star — a naming certificate. Once this kind of astrological naming business was launched, it became very popular. In less than a year, 250,000 stars were named "stars". 250,000 $25, what a fortune! As long as customers have a need to buy, a smart businessman dares to sell, no matter how strange the business looks. Cillager is the founder of South Newport Entertainment Company in Los Angeles, USA. When the door of the Chinese market was opened to the vast number of Western businessmen, he first aimed his market expansion at the Chinese children with a huge market capacity. Cillager's trump card in competing for the Chinese toy market is the "Transformers" with unique ideas and designs, which can be combined and deformed at will.This brand-new toy with changeable shape, which integrates thinking, hands-on and entertainment, makes children love playing it.In just a few years, if you ask any child in China, he will say the name of every Transformer like a treasure. In terms of business strategy, Chileg has a lot of ideas. He skillfully used the Chinese TV media to promote the cartoon "Transformers" on the screen.The storyline is that people on the future earth unite to defeat the threat from outer space, which is extremely thrilling, exciting and fun!When Cillager broadcast "Transformers" continuously on Shanghai TV station, the total sales of Transformers toys soared more than 8 times, worth 7 million US dollars. If a good product builds momentum, the result will be the best and the icing on the cake. To make money, 36 strategies and 15 ways to adjust the tiger away from the mountain: Wait for the sky to trap it, employ people to lure it, and go back and forth. Wait for the weather to be unfavorable to trouble the enemy, and use artificial illusions to lure him.If the enemy occupies a strong or difficult position, I can return conveniently and not attack again. "Sun Tzu's Art of War" has long pointed out that attacking a city regardless of conditions is an inferior strategy and will fail.Now that the enemy has occupied a favorable position and is ready to fight, he cannot fight hard with him.We should cleverly use small profits to lure the enemy, lure the enemy away from the strong defense line, and lure the enemy to a theater that is beneficial to our army, so that our side can change from passive to active, and by using the right time, location and human conditions, we can definitely defeat the enemy.In modern business activities, when you and your opponent compete for a market, if you can’t solve it through negotiation, you can consider attacking another market of your opponent, so as to disperse the energy of the opponent and your own competition, making it difficult to balance the beginning and the end, forcing The opponent makes concessions in order to achieve his own success. During a vacation tour of the American businessman Fenech, the sound of the small waterfall inspired him.He took his stereo tape recorder and traveled to some sparsely populated places.He recorded many streams, small waterfalls, small rivers, birdsong, etc., and then returned to the city to copy the tapes and sell them at a high price.Unexpectedly, his business is very prosperous, especially the continuous flow of customers who buy "Sound of Water Flow". Why are Feinek's wonderful products selling well?Because many city dwellers suffer from various noise disturbances, but cannot get rid of them.Feneke's tapes can bring people into the wonderful realm of nature, make those who have lived in the city for a long time temporarily forget the troubles of the world, and can also make the insomniac sleep peacefully in the company of the sound of water. It has such a function , naturally welcomed. As long as there is market demand, anything can be sold for money. The key is whether you can find this demand. Many years ago, Mr. Hoag worked for a company.One day, the owner's running champion, a dog, died. The owner was very sad and asked Hegel to take care of the funeral for his pet dog.In order to comfort the boss, Hege specially asked someone to make a beautiful dog coffin. The boss praised Hege greatly after seeing it. Therefore, after the event, Hege had a whim: there are 25 million dogs, 20 million cats and 30 million other pet animals in the United States. There are so many pets, and pets often get sick and die. Love, always willing to spend money in this area, why not specialize in the production of animal coffins? As soon as he said it, Hoag immediately designed coffins for various animals, attracting thousands of pet feeders with his novelty and fashion.The price of this kind of coffin ranges from US$7 to US$200. In 1986, when it opened alone, more than 30,000 pieces were sold, with a turnover of US$540,000.At the same time, Hoag published many introductory books on pet burial, and also made a lot of money. There is a Chinese proverb called "Business in the coffin shop - money is needed for life and death".It seems that as long as you run the coffin business, you can make money. A long time ago, there was a junior civil servant named Jack in the United States. Going to the skating rink in winter was an indispensable part of his daily life. However, after the arrival of spring, Jack has no ice to skate on.One day, when Jack was bored, he saw a little boy playing with a toy car, and he stepped on it naughtily, and fell on his back.Seeing this sudden inspiration, Jack thought: "If there are wheels on the soles of the shoes, wouldn't it be possible to slide around on the concrete road? This must have the same fun as ice skating in winter." So Jack tried to make a pair of wooden skates with wheels, and it turned out to be like skating on real ice. He called this kind of shoes "roller skates".Seeing Jack's joy in roller skating, the companions also learned to control themselves.At this time, Jack came up with another idea: why not apply for a patent and develop it into a new product? Soon, Jack co-operated with others and opened a factory specializing in the production of the roller skates he invented.He never dreamed that once a new product came out, it would immediately spread across the United States and then become a worldwide commodity.Within a few years, Jack became a millionaire. What we lack is not the opportunity to make money, but the vision to discover opportunities. 36 tricks to make money, 16 play hard to get: If you are forced, you will fight back, if you go, you will reduce your momentum, follow closely without being forced.Tired his strength, weakened his fighting spirit, scattered and then captured, the soldiers were bloodless.Need, Fu, light. If the forced enemy has no way to go, he will counterattack; let the enemy flee to reduce his momentum.When chasing the enemy, follow closely without forcing, so as to consume the enemy's physical strength and disintegrate their fighting spirit, and then capture the enemy when they are defeated, which can be effortless.In this way, victory can be achieved without a bloody battle. The tactic of "playing hard to get" is to better control the opponent, so you might as well indulge him first; if you want to get benefits from the opponent, you might as well give him a little sweetness first.It is inevitable to do business without dunning. If the dunner first helps the debtor to solve the problem, and realizes his own debt by helping others.This tactic is often used when the debtor is unable to repay the debt due to poor management, rough technology, and shortage of funds.Because it is impossible to achieve good results if you use duress or sue to the court for enforcement. When the American Reynolds invented the ballpoint pen, it was during the Second World War. People were generally concerned about the atomic bomb, and there was a big discussion. The ballpoint pen is oily and can write underwater. It was not a big deal at first, but after repeated renderings by Renault, the ballpoint pen seems to have become a submarine, making people who are used to pens feel that it is an absolute high-tech. In addition, the difference between the ballpoint pen and the atomic bomb is just one letter, which makes people associate the ballpoint pen with the atomic bomb intentionally or unintentionally.Renault doubled the value of the ballpoint pen through various publicity, sold it to the world at a very high price, and became a symbol of status and fashion, and became popular all over the world. If the ballpoint pen hadn't become a "relative" with the atomic bomb, Renault might not have been able to make a fortune. He worked in a grocery store when he was young.Because of his timid nature and not good at talking, inquiries from customers entering the store made him extremely nervous.Grocery store owners used to sigh and say, "Frank, you're the most useless salesman I've ever met!" The boss had to train him deliberately.Once, the boss decided to leave him alone in the store to sell, saying, "Frank, do you see these plates? And these knives and brushes! Today you will sell them by yourself." He was frightened silly by this problem. As a last resort, in order to avoid the embarrassment of dealing with customers alone, he came up with a "stupid" way. He put a small piece of paper on each product, indicating the minimum price required by the boss. Small commodities are simply piled on the table, with a sign next to it: 5 cents each.As a result, the situation was unexpected, and the merchandise sold very well. This unexpected success completely encouraged him. In 1879, he borrowed $300 and opened a retail store in Pennsylvania, selling goods for 5 cents.Later, his 5-cent chain stores followed one after another, all over the United States, Britain, Canada and other countries and regions. In 1913, he built a 238-meter-high building in New York, and then US President Wilson personally attended the ribbon-cutting ceremony.This was the tallest building in the world at the time - the Woolworth Building. In 1996, the number of chain stores he founded became the largest in the world, reaching more than 8,000. The complex can be simple, and the tiny can be grand.The reasons for Frank's success are: clearly marked prices, small profit sales, and chain operations. When Dr. Hammer was 20, he took over a small pharmaceutical company that his father was struggling with.Before long, he discovered that a bottled tincture of ginger was particularly popular because of the prohibition of alcohol in the United States at that time, and the public was in great need of a legal and stimulating drink.Therefore, this tincture of ginger juice, which is used as medicine, became a substitute for wine.他瞅准了这个市场，将原来只有20人的工厂扩充到1500人，全力生产这种产品，但仍供不应求。于是，他派人到世界各个产姜地，将当年和隔年出产的姜的期货全部收来，一举垄断了姜的来源，使别人无法与他竞争，从而创造了他的第一笔财富。 第一次世界大战接近尾声时，当时许多药厂认为，由于军方和政府取消了合同，制药业将会出现萧条。哈默却独具慧眼，预见战争一旦结束，随着战时药品供给制的取消，公众中一定会掀起购买药品的热潮。因此，当其他药厂大批裁员、解雇化学师和药剂师时，哈默却在增加人员和扩大药房，想方设法从国外进口药材。形势的发展证实了哈默的预见，他抓住了机遇，药品生意越做越兴隆。 1925年，哈默发现前苏联居然不能自制铅笔，完全依赖从德国进口，一支铅笔在前苏联的售价较美国贵10倍以上。哈默又看准了这个机会，虽然他丝毫不了解生产铅笔的技术，而且当时铅笔的生产技术几乎被德国垄断。 经过谈判，前苏联政府允许哈默在前苏联投资生产铅笔。哈默立即用高薪从德国雇佣到了精通此工艺的技师，并且迅速购买了生产设备。结果，仅半年时间就生产出第一支铅笔。这家铅笔厂在以后的10年里是供应前苏联铅笔的唯一一家工厂，哈默的名字印在每一支铅笔上，成为前苏联家喻户晓的人物。 哈默正是一次次准确捕捉到了市场动向，才一步步成为了着名的亿万富翁。 梅西百货公司最初时的经营理念就是：用现款买便宜货。因此，顾客们受到极大吸引，潮水般涌向梅西百货公司。 后来，顾客中拥有银行存款的人增多，希望买东西记账，以免除付现款的麻烦。根据这一变化，梅西公司于1901年成立梅西银行，并创立了信用卡制度，大受顾客欢迎。 1939年，梅西公司的竞争对手采取了向顾客提供分期付款的策略，抢走了梅西公司许多的生意，为适应这一变化，梅西公司又推出“用时再付”的推销方式，即顾客可以先取出试用一段时间，如果决定买下，然后再给18个月的时间分期付完货款。 到了1960年，美国社会进入信用卡时代，那些习惯于一个月付一次账单的顾客，对梅西百货公司的旧购物方式逐渐失去兴趣。因此，梅西公司又宣布了公司新的购物方式：顾客可凭信用卡在梅西百货公司购物，在收到账单后10天内付钱，不收服务费用。延期付款，只需先付1／5的数目，而后分期慢慢付，公司只略征收服务费。结果，公司的生意又节节上升。 梅西百货公司在总结自己的经营之道时说：“变化是我们的生命。”该公司正是从不断变化中求得生存和发展的。 赚钱36计十七抛砖引玉： 类以诱之，击蒙也。 使用、运用彼此相类似的事物、手法，去迷惑、引诱敌人，使其上当，然后再乘机击溃、消灭它。 “抛砖引玉”，就是抛出砖头，引来玉石。这是一个比喻，砖可以泛指一切质次的、价值低的或量小的事物，相对来说，玉可以指一切质优的、价值高的或量大的事物。发表粗浅的、不成熟的意见或者文艺作品，引出别人高明、完美的意见或作品，常被称为抛砖引玉。古人云：“士为知己者死。”这句话反过来看，是抛砖引玉的极好例证。士，以天下兴盛为己任，弘毅刚强，威武不屈，富贵不淫，不迫名利、美色与权势，只求有人知道自己的心迹与志向，有人理解与支持自己的理想和抱负。此用人之道，老板应多借鉴。 美国着名的约翰逊黑人化妆品制造公司经理约翰逊，起初只是一家公司的推销员，后来，他决定自己办公司，但经营什么呢？ 当时，美国黑人化妆品市场几乎是一片空白，即使市场上有一些产品，那也都是白人黑人通用的。人们认为这一行业市场太小，没有发展前途，不愿将资金投入这一冷门。 约翰逊通过调查研究和大量资料的分析之后认为，美国黑人的民权运动必然会高涨，种族歧视将有所消除，黑人经济状况将会好转。何况爱美是人的天性，黑人也不例外，随着经济状况的好转，黑人化妆品市场前途无量。而且做冷门生意，没有竞争对手，只要把精力全部用于开拓市场就行了，不必担心别人抢生意。 于是，他从500美元的资本起家，经过短短几年时间的努力，约翰逊黑人化妆品公司得到了很大的发展，不久，黑人民权运动高涨，他的产品极为畅销，公司迅速扩大，成为美国最大的黑人化妆品公司。 好生意的标准不是有没有人做、有多少人在做，而是能不能赚钱，能赚多少钱。 赚钱36计十八擒贼擒王： 摧其坚，夺其魁，以解其体。龙战在野，其道穷也。 摧毁敌人的中坚力量。抓获敌人的首领，就可使敌人全军解体。无首的群龙在旷野拼斗，必然面临绝境。 擒贼擒王，语出唐代诗人杜甫的《前出塞》诗，诗云：“挽弓当挽强，用箭当用长，射人先射马，擒贼先擒王。”民间有“打蛇要打七寸”的说法，也是这个意思，蛇无头不行，打了蛇头，这条蛇也就完了。“80％的收入来源于20％的客户。”这就是大家非常熟悉的帕累托定律，做生意一定要分清主次，抓住最重要的核心顾客，赚钱就很轻松了。 美国国际农机公司创始人西洛斯·梅考科，根据大多数农民没有钱或没有很多现钱，买不起价格昂贵的农业机械的情况，采取了“优质低价”和“分期付款”的措施售货，受到农民的欢迎，但梅考科对销售的增长速度仍不满意。 有一次，他看见一个孩子拿一个玩具换取另外一个孩子的糖果，这一件小事使他顿开茅塞。从这则与销售机器毫无关系的信息中，梅考科找出了它们的共性：以物换物这种最原始的商品交换手法。农民虽然手里没有那么多现款，可他们手里有粮食，地里有麦子。 梅考科边想边返回公司，等他回到办公室后，一套新的推销方法已在脑海中初步形成了：农民可以先不交钱，机器先拿回去使用，等麦子收割后，再用麦子当做钱来付款。 这一办法受到大批农民，特别是专靠农产品收入的农民的热烈欢迎。他们争先恐后地找梅考科和他的推销员们洽谈生意，订合同，以小麦换农机。梅考科还把这一办法同分期付款结合起来，仅仅3年便大见成效。梅考科的国际农机公司的规模迅速扩大，产量成倍地增长，而且，产品还打进了国际市场，成为名副其实的“国际”农机公司。 一个困扰很久的问题迎刃而解的时候，往往就是赚钱的开始。 20世纪初的美国，人们的生活水平普遍比较低下，物品的包装也很简单，基本上是清一色的以废报纸和白报纸包装的。这让人们感到很不方便：有时需要“吃饼干”时却拿了一个衣箱，有时需要“穿衣服”时，却又拿了一个饼干箱。这是由于包装的千篇一律所造成的。 有一个贫困的工人叫约瑟夫，发现了这个问题，就从垃圾箱里捡来了很多包装箱，他在各种包装上画上内装物品的图样，以示区别，他还认真地涂上色彩，见了这种包装就能一目了然，再也不会“张冠李戴”了。约瑟夫还想，如果在包装上再印上厂名、地址等等，不仅能刺激顾客的购买欲望，而且还方便实用，大有推广价值。于是，他就集资筹建了世界上第一家彩色包装公司，在货物的包装上掀起了一场革命。 时到如今，彩色包装几乎已完全取代了白色包装，而约瑟夫也由一个潦倒的穷人变成了拥有100亿美元资产的富翁。 能够解决衣食住行的一个小问题，很有可能带来一笔大财富。 斯太菲克是美国的一个退伍军人，他在医院疗伤期间，一个偶然的机会，发现一个现象：凡到洗衣店洗烫的衬衫，都有一个纸板做衬底，以保持衬衣的平整和熨帖。 当时他正在为今后的生计发愁，就想到可以来做这种纸板生意。他从洗衣店了解到，这种纸板的售价每千张为4美元。他决定将每千张纸板只定价为1美元。这个价钱有多少利润可图呢？ 为了使纸板有利可图，他在纸板上印刷商业广告。这样他就可从广告用户中收取一笔广告费，这样利润还是相当可观的。应该说，这是个不错的主意。但他并不满足，进而想出了一个妙计，改进了纸板的设计：一面仍旧登载广告，在另一面上则印上儿童喜爱的图画、动人的故事作品和家庭主妇喜欢的菜谱、男士们喜爱的有趣字谜等等。这样人们乐意将衬衣板保存起来。这种改进，受到了各方面的欢迎，纸板的销量随之大增。甚至有些人把本来还可穿用的衬衣也拿到洗衣店去洗烫，目的是为了获得他们喜爱的菜谱、图片或字谜。广告用户也纷至沓来，要求斯太菲克为他们做“衬衣广告”。 后来斯太菲克把从衬衣纸板所获得的赢利全部赠送给美国洗染学会。该学会知恩图报，就要求学会所属单位及其他同业分会都来购买斯太菲克的衬衣纸板。这样一来，使斯太菲克付出得少，收入得多。 由于斯太菲克不断思索、探讨，结果，在小小衬衣纸板上锲而不舍，接二连三地大做文章，使他从一个普通的退伍军人，变成了一个富商。 决定赚钱最重要的因素不是资金，也不是技术，而是灵光一现的金点子。 福特是美国萨克托门多的一个穷苦青年，想独自办企业，但没有本钱。冥思苦想后他有了一个巧妙的办法。 他在一家妇女杂志上刊登了“一美元商品”的广告，在广告中，他列举了许多名家厂商生产的实用而优质的小商品，这些商品中大多数正好价值一美元，少数商品价格还略高于一美元。这则广告立即引起了轰动效应，迎合了美国广大家庭妇女购物贪图方便、实用、价廉的心理，于是寄来了预订费。福特就将预订费向厂商进货，然后再将商品寄给订户。这种做法使福特在没有资金的情况下做成了生意，也使得广大家庭妇女购买到了价格低廉而又称心满意的小商品。 然而，这种做法在同行中引起了纷纷议论：有的人说：“福特是个傻瓜，进货价高于销售价，做的是赔本生意，不知他是怎么想的。”还有的人说：“别人的生意是越做得多越赚钱，福特是越做得多越赔本，看他有多少钱来赔？”还有的人说：“别说是赔本生意，就是有利润，一美元的商品有多少利润可得呢？” 的确，福特的这种经营办法，不仅在进销价上已经亏损，再加上广告费、邮寄费、杂志费、损耗费，是十足的得不偿失的赔本生意。但是，福特并非傻瓜，他紧接着采取了第二步棋：在家庭妇女接到第一批订货的同时，又接到了福特的另一份订货单，订货单上所列的同样是名牌厂商的产品，价格在3到100美元之间，除订货单外还另附有一张空白汇款单，商品目录上有简短的说明：“如果您需要目录上的商品，请填好品种和数量，并汇款，一起寄给我们，几天后，您就会收到您所需要的商品，保证使您称心满意。”上次的“一美元”商品，确实使顾客称心满意。她们就对福特的做法产生了“信任感”和“方便感”，所以很乐意同福特做第二笔、第三笔生意。 福特就是依靠后面的生意来填补“一美元商品”的亏损。由于后面的生意越来越大，使福特在没有资金的情况下获得了越来越多的盈利。1974年，福特的公司销售额竟达到5000万美元。 吃亏是福，这一边吃小亏，往往能在那一边占到大便宜。