The leader professional is not all you have to tell the story

One of my team leader’s friends had taken many teams and traveled to many places and was determined to be a professional team leader in the world. He basically did it, but the company has always been him alone.

In fact, many people have this idea:

"My goal is to be a top leader, so don't let me come into contact with any market and management."

"I want to be a best rope technician and ask everyone to tolerate my temper and bad habits."

It is generally believed that - as long as you are a certain professional point enough cattle, the other does not matter.

is this real?

In fact, he did not think deeply:

First of all, the more vertical the professional is, the more valuable it is, but the fewer your customers are, the more you need more money and time for your potential customers to find you. Professionals and consultants are even more embarrassing than unprofessionals. How do you know that I am professional?

Second, the more professionally subdivided the field, the higher the cost of communication. If you do a trekking route, people all over the world will understand that if you do a wing-mounted flight experience event, you will need to spend a long time explaining your value.

So it's not as professional as possible. Professionals that are too vertical will die because they cannot find customers. Too high-end professionals will have to be packaged in a system because the cost of interpretation is too high and they are underestimated.

So if you are a "professional" with only professional skills, it is estimated that the future will be poor.

And the top professionals you can see are at the same time the top marketing masters.

The best director is Li An. You look at his “Youth School”, the happiness of children, the pleasure of white-collar workers, and the spiritual practitioners’ dying of life and peering. This is a top professional.

It is not because he is a master that can mess it up; it is because he always sells and realizes the idea of ​​Niubi, and he becomes a master.

What you see is that today's cattle are all professionals. What you don't see is that more professionals die lonely and lonely. The living craftsman, in addition to having a good craft, often has a good story - either you do not remember him.

Do not believe?

How did the master sell?

First tell the story of the two masters. One is poor and one is rich. I guess you also guessed it - Picasso and Van Gogh.

Picasso and Van Gogh were among the world's best-known painters—in the world’s top 10 auctions, they accounted for 5 of them – if the artist has a well-known ranking, it is definitely in the top three.

However, the situation of the two masters in life is very different.

Van Gogh painted a total of 900 works for a lifetime and sold one of his works. Still, his friend watched him poorly. Picasso had 37,000 works in his lifetime, fame and fortune. He was the only painter who saw his paintings enter the Louvre with his own eyes; Van Gogh committed suicide at the age of 37 due to mental illness, and Picasso died at the age of 91, and the inheritance was converted to 39.5 billion today.

All master level, why is the difference so big?

Because Picasso is professionally hard, he is still a marketing expert.

Every time Picasso wants to sell paintings, he will first hold an exhibition - talk about creative intentions, talk about the creative process, and tell some of the celebrities' anecdotes. In short, tell each story a story. Picasso believes that if a painting is to be sold well, of course, it must be painted well first, and then a good concept is needed. The good concept is followed by a good story.

Because most people do not understand painting, the popularity of a painting depends on how many people who do not understand painting discuss him. You can't expect people to discuss the tone, strokes, and texture of the painting—they like to talk about topics like “this may be a duchess who goes downstairs naked”.

When he saw Picasso's biography, he suddenly realized that this was a professional "monetization" process in his career.

Securities finance makes companies that can't read and can't understand become the stocks that can be manipulated by the general public. In fact, monetization of the company is the monetization of products. It is the story of developing cloth that everyone can understand - you look at Apple's product launch again. , is a good product + good concept + good story + fans, Jobs selling ideas for mobile phones, and Picasso sell exactly the same picture, is a good apprentice.

When everyone can talk about a certain part of your profession, your major is also monetized.

Continue to talk about Picasso's divine skills. When Picasso went shopping, he never used cash (although he did not lack it) and only used cheques. why? Because he knows that shopkeepers generally choose to pick up their checks and stick them out. On the one hand, his signature is valuable, on the one hand it can attract customers. But in this way, the money is actually not spent. He can take things for free!

Turning attention to money, this is called brand premium today. At the beginning there is a series of celebrity photos you see at the restaurant for dinner; the senior has to send Li Bingbing a suite and then the celebrities live next door to you; the leadership inscriptions are heavily sought; the market-based celebrity endorsement products and celebrity reality shows are all Repertoire. Waiting for your professional monetization, the next step is brand premium.

Recall that -

How about our outdoor team leader? After rigorously practicing their skills, nobody signed up for the final event. What is the root cause?

It is conceivable that a brand has not yet been formed. You can't do marketing, but you have to understand marketing. With new routes and new ways of playing, how to get customers involved in is also a process that requires monetization.

For example, the business scope of Scarecrow's travel is for young customers. In the early stage of publicity, in addition to specialized route planning, they need to consider how to make young people interested, and consider how to package from the perspective of young people. The name of the project, until the route is built, must be considered in every part. At the same time, through the forum postings, Baidu promotion, WeChat, and NetRed cooperation, etc., to raise their voices to attract everyone's attention. Everyone saw this project well and would be interested to participate.

At this point we have turned the attention of the public into money. This is the brand premium we are talking about today.

In short, both the story and the promotion of the Internet are all telling the world: I am doing this thing. Understand these things and then do the product, do the project, in order to make the project work, and eventually become bigger and stronger.

Top talent requires top marketing capabilities. It is precisely because he has top marketing capabilities that he can easily get a lot of resources and collaboration, do not have to do their own trivial things, do not have to operate, do not sell their own, go back and feel relieved to do their own professional.

How are professionals not buried in the company?

You may ask: But what do you mean by freelancers? I am a hardworking professional working in a company. What should I do?

All your abilities are ultimately encapsulated in the organization, and sometimes, the organization does not need you too professional - this time, how do you show your brand?

1. First, use a professional help organization to make a company brand, leaving clear personal characteristics in it, telling everyone I'm involved.

2. Find channels that do not conflict with businesses and directly communicate their professional brands to the public.

More professional, more collaborative, more marketing. Understand these, peace of mind to go back to do professional, it will not die.