Chapter 5 Chapter 4 Cooking is not raw

There is a very popular saying in the business field: Cooking is not raw.There is a reason for this saying to be popular. There is no good or bad in the field of entrepreneurship, there is no right or wrong, only suitable or unsuitable.Everyone has their own advantages and specialties. Entrepreneurs must carefully analyze their own characteristics and find a suitable career for them to achieve twice the result with half the effort.It is a shortcut to choose a field that you are familiar with.Especially in the early stage of entrepreneurship, whether it can continue to do so depends to a large extent on the entrepreneur's familiarity with the project.If entrepreneurs insist on getting involved in areas they are not familiar with, they must be cautious.

Many entrepreneurs encounter difficulties when choosing a project, so they often ask relatives, friends, colleagues, consultants, and entrepreneurship training institutions for advice, and their answers to entrepreneurs often disappoint some people: "We will not and cannot directly recommend to you. We will teach you a whole set of ideas for selecting and evaluating projects, and we hope that you can choose the project that suits you by yourself!" Yes, no one can tell you "which industry you should work in", and the only advice you can get is It will be some principles, such as "the stranger, the more dangerous".At any time, you can't blindly follow the trend. Not everyone who enters a hot business will make money.When starting a business, the more consistent the project you choose with your past experience, skills, expertise and hobbies, the more internal and lasting motivation you will have, and the greater the possibility of success.

The stranger, the more dangerous Ge has been engaged in the production management of pharmaceutical factories for nearly 7 years. Later, he saw friends who were agents posting, so he partnered with a few friends to start a regional agent. Because he was not familiar with the market and did not choose products properly, Ge was not only in the I got nothing from this project, and lost more than 100,000 yuan in two years, and I lost a total of nearly 300,000 yuan including my own opportunity cost. Seeing that acting as an agent was not feasible, Ge Mou was not reconciled, and planned to cooperate with a few friends to do catering.Each of them took out some money and discussed opening a restaurant.But when the 2 million yuan was in place to prepare for the renovation, it was discovered that 2 million yuan was not enough, so they each borrowed a lot of money helplessly.It turns out that everyone is just imagining "how profitable" catering is, but none of them really know how to do it.Because I didn't make any budget in advance, and I was too unfamiliar with the catering industry, the restaurant barely managed for a while. Not only did it fail to make money, but it also owed a lot of foreign debts, and several good friends broke up unhappy.Helpless, Ge had no choice but to give up the catering industry again, and re-entered a health care product company to start his old business.

Three hundred and sixty lines, every line will be the number one scholar.Only experts in any industry can earn money. Don't be jealous of other people's profits, and try not to participate in industries that you are not familiar with.For example, Ge in the case was familiar with production management, but changed his career because he heard that being an agent made money. However, he just started to understand the product and could not find a suitable purchase channel. Wait until he understands the product and finds out the market. At that time, it is very likely that the market has already been taken by others, and there may even be a large number of junk products that cannot be sold in a hundred years, so they will lose a lot of money.Therefore, when entrepreneurs choose an industry, they must not be like Ge in the case, but choose an industry that they know something about.

Regarding the success of entrepreneurship, Bill Gates once said such a high-level sentence: "Do what you are best at." When Microsoft was founded, there were only Bill Gates and Allen. Their greatest strengths were programming skills and legal experience.Based on their own strengths, the two have successfully laid a solid foundation in this field.In the following 20 years, they have not changed their original intentions, "stubbornly" working in the software field, despite the changes in the information industry and the economic environment, they have never considered getting involved in other businesses.As a result, they have achieved what they are today.

If you observe those successful people who have achieved great things with your heart, they all have a common feature: they have a ruler to measure themselves in their hearts, and they know what they should do and what they should not do.With self-knowledge, we can maximize our strengths and avoid weaknesses, and then seize development opportunities. In this world, there will be corporate giants such as "King of Plastics", "King of Automobiles", and "King of Steel". Just as a country chooses an economic strategy, everyone should choose the entrepreneurial project that they are best at and do what they are best at.In other words, when you compare yourself with others, you don't have to envy others. Your own expertise is in your best interest. This is the "comparative advantage" emphasized by economics.

The secret to Nike's quick success Nike was officially named in 1978. By 1999, its sales had reached 9.5 billion US dollars, and it had entered the ranks of the Fortune 500, surpassing the original leading brands of the same industry, Adidas and Reebok. The most successful consumer goods company in the world for years. One of the important factors of Nike's success is its middleman brand line.In order to show its core advantages in the market, it does not establish a production base, nor does it produce Nike shoes, but looks for manufacturers with the best conditions around the world to produce for Nike.Its criteria for selecting manufacturers are: low cost, timely delivery, and guaranteed quality.In this way, Nike avoids the risks of manufacturing companies, concentrates on product research and development, quickly introduces new styles, and greatly shortens the product life cycle.

Another element of Nike's success is communication.It uses teen idols such as Michael Jordan to spread, and uses video games to design Nike-specific games.Whenever a new style is launched, the band is invited to perform, conveying a revolutionary idea and quality.Nike's communication strategy has rapidly increased its brand awareness, thereby establishing a brand equity value with a high degree of identity. Nike's success lies in: it focuses on what it does best - design and marketing, and leaves things it is not good at - production and logistics to others.No matter what your entrepreneurial project is, you should ask yourself this question: "Is this really what I am good at?" Doing what you are good at will make you more likely to succeed!

Perhaps all entrepreneurs feel that capital is the most important factor. If there is no capital, they have nothing.It is true that capital is very important for entrepreneurship, but in addition, there are other factors that are related to the overall situation, such as technology.Entrepreneurship is inseparable from technical support. Without technology, it is like a swan losing its wings to soar. It has the ambition to soar, but it cannot take off.In a sense, technology is the capital of entrepreneurship and the driving force behind development.In the "heroes" of national entrepreneurship, there are many entrepreneurs who have technology and are working hard on the road of entrepreneurship. They are trying to open the door to wealth through their own technology.If you have a certain technology, then it may become a breakthrough for your business.

Start a business with your own technology Li is a retired engineering instrument designer. He is optimistic about the teaching instrument market and wants to use his expertise to open a teaching instrument company.However, after careful market research, he found that there are so many teaching instrument companies in the market, and all of them are smart and capable, what should we do? He began to think about the disadvantages of his opponents and his own advantages: he had many years of experience in engineering instrument design, and he often had unique innovations in engineering design, and he had won many national patents, but he was still working at that time, which belonged to service inventions , The patent belongs to the unit; now that I am retired, if I create another invention, I can apply for my own patent.Then, technically, you can build barriers for your opponents.In addition, in terms of customer resources, when I was in the company, I had cooperated with many schools and helped them design teaching equipment. Now some customers still come to me for help from time to time. This is a resource he can use.Then, with technology and customer resources, it is easier to solve production problems; I am getting older, and I don’t want to make a big business, so I just entrust processing. Now Jiangsu, Zhejiang, Guangdong, including the nearest Shandong, are willing to undertake incoming materials and There are many small factories that process samples and incoming parts, and finding a few of them can solve the problem.

After the analysis, the retired engineer became more and more confident about his business plan.He started to act, found a group of old buddies in the past, and quickly pulled up the stall.In terms of marketing methods, they have also adopted a relatively safe method, not to find the market with products, but to design and produce products according to the market.They also communicated with the school to see what kind of equipment the other party needs and how much the price is acceptable, and then come up with a solution in a targeted manner, and both parties are happy.From the second month of starting the business, they sat there and counted the money. This is a model of entrepreneurship based on technology, I believe it will inspire you.Entrepreneurs who have to let their entrepreneurial plans die in the womb often don't know much about the industry they start up in, and they don't fully understand the technology.Li’s entrepreneurial experience proves to us that technology is your job. If entrepreneurs can use their own industry advantages to develop their businesses, they don’t have to be afraid of other successful companies posing threats to them, because you can open up a sky of your own. Any good project and good enterprise are made, not thought out.What an entrepreneur has to do is to turn his ideas into reality, otherwise, he is just a dreamer rather than an entrepreneur.Anyone can have one or many ideas, but whether the ideas can be turned into reality is the most important thing.There are many things, in the eyes of ordinary people, even in the eyes of venture capitalists, are whimsical delusions, some seemingly crazy things.However, those "paranoid" entrepreneurs did not stop their dreams only in ideas, so they created so many well-known companies today. The iPod was born to turn ideas into reality Apple has now fully recovered from its trough 20 years ago.Apple's brand influence largely comes from the legend of Steve Jobs. In 1997, Apple almost went bankrupt, and as an entrepreneur, Jobs returned to the company and completely transformed Apple into a consumer-oriented manufacturer. Turning ideas into reality is Apple's housekeeping skill.Its strength lies in its ability to combine its own new ideas with other people's technology, and then package new products with top-notch software and sleek design. The iPod is the product of such a practice. It originated from the idea of ​​a consultant hired by Apple, and then assembled some parts that were already on the market, and then used a simple and easy-to-use software. The iPod uses the existing iTunes autoplay software, which is not original to Apple, but is improved after it is bought.Generally speaking, Apple is a technology integrator. It is not afraid to introduce technology from the outside, but it always adds its own ideas to it, making it a unique Apple. "Turning ideas into reality is Apple's housekeeping skill", and it is also a necessary quality for entrepreneurs.If you can't turn your ideas into reality, it's impossible to start a business.On the other hand, this also means that entrepreneurs must have their own ideas, even if they imitate others, and mainly add a little creativity of their own, they will come up with their own things.In addition, your idea may not be unanimously approved by everyone around you. This requires entrepreneurs not to shake their goals and ideas because of other people's persuasion or opinions. They must be able to withstand the pressure that ordinary people cannot bear in order to achieve what ordinary people cannot. get success. Passion is not an empty term, it is an amazing force that can melt everything, as West Point General David Gleason said, "To get the greatest reward in this world, you must have the greatest past The Blazers have the devotion to transform their dreams into all worthwhile ways to develop and showcase their talents." Every entrepreneur hopes to realize his beautiful dream and make his career fruitful. One of the key factors to achieve this goal is mentality.So all you have to do is to find a career that can ignite your passion, let the infinite power surge in your chest, and become a huge driving force for entrepreneurship, so as to perform wonderfully and create a brilliant tomorrow. An Art Factory Founded by Passion When Sam Coronado was an art student, a friend of his gave him this advice: "You better find another job, or you're going to starve to death." According to the statement, Coronado took drawing courses and used the skills learned to maintain a normal life and create art in his free time at night. Coronado's artistic career began in 1969 when Texas Instruments hired him as a technical instructor.Since then, his own studio has gradually attracted widespread attention in the field of silk screen art and Latin American art, and his art works are often sent to the United States, Mexico, Europe and Africa for exhibitions. Coronado became interested in screen printing technology in 1992 after visiting the Self-Help Graphics Art Center."It was this visit that ignited my passion for what I'm doing now," he said. "I brought the art form to Texas and set up a factory in my painting studio, and it's now a A printmaking reproduction studio." Painting has always been Coronado's favorite, but he thinks silkscreen printing is more suitable for him - a statement that many artists who visit his studio agree.He said: "It is amazing that we can produce prints that are almost identical to paintings. We have helped many artists reproduce their works. They sometimes cannot believe that they can print pages so close to the originals. Really, it all depends on the artist and their artistic style. If they know how to separate colors, they have total control over how the work is produced.” His studio has become a platform to convey the voices of Latin American artists. Although limited funds cannot allow the studio to purchase the equipment that Coronado likes, he donated his own computer and guaranteed that everyone who works here can use it they.These computers help artists transform their digital work into beautiful screen prints.Coronado is passionate about a job that allows artists to seamlessly combine the surface properties of paper with artwork. The Serie Project service provided by Coronado Studios to artists is free of charge, and it also provides artists with a residence where they can work, repair and rest at night. Some artists stay in the studio all night because they only have a week to do their work, Coronado said.Sales and donations accounted for 25 percent of the Coronado Studio and Serie Project campaign funding, with local and national grants filling the other 75 percent.It's called an art life, but Coronado is most proud of his ability to bring beautiful reproductions of art to the public, and to collaborate with artists of all levels.A passion born of a great love of art has made his unique career. The success of many careers that seem incredible to us all stems from a certain belief in our hearts.Either love or firmly believe, in short, they are full of passion.Coronado, who is an artist himself, has finally achieved his dream through decades of incomparable love and relentless pursuit of art.He has reproduced exquisite works for more than two hundred artists.It is this job that has great appeal to him that continues to ignite his passion and push him to establish his own art factory. We often say that "everything depends on man's effort". Human ability is like an iceberg. The part that has been exerted is the part that floats on the water, and the part that has not been exerted is the part that is hidden under the water.If you can face entrepreneurship with a positive attitude, I believe that your passion for entrepreneurship will be full of joy and strength, and your entrepreneurial dream will be more brilliant because of your passion.Most importantly, the full play and mobilization of passion will stimulate the release of the huge potential under the iceberg.