What people see is not knowledge but certainty.
British philosopher Bertrand Russell.
2. The existing business practice theory is based on a wrong scientific type: simplification.
A world outlook based on "physical jealousy" hopes that everything and even everyone are flexible and orderly atoms.
3. The second fundamental defect of the existing business practice theory is that it pays too much attention to science itself at the expense of art or creativity.
There are two variants of "digital rule": a) government system. B) the ruling class.
What is really important can't be measured.
6. The future is unpredictable: human behavior is uncontrollable.
7. It is difficult to predict, and it is even more difficult to predict the future.
-Yogi Bella, former American Major League Baseball player and manager.
The book Black Swan written by nassim nicholas taleb, a financial expert and writer, has become a business bible because it successfully predicted the recent financial crisis. Fooled by randomness.
We are largely confused by our own beliefs, because we "predicted" what happened in the past, so we believe that we can also predict the future. This is because we instinctively ignore the invisible evidence and turn a blind eye to the possibility of things happening randomly. There are many defects in our thinking mode, one of which is that we can't predict or deal with unpredictability, and we generally reject nonlinear events or unknown events from the deep heart (Taleb calls this "black swan" event).
10. Avoid toxic thinking: Don Quixote's fantasy
1 1. We often ignore that this word comes from the military. The word "strategos" comes from the Greek word "generals", so this word is actually a summary of the decision-making process and the sense of authoritarian control.
12. "Tactics" comes from the word "arrangement" (such as "skin arrangement" in zoology). This word expresses more the meaning of power distribution under the guidance of strategy, and emphasizes spontaneity and short-term response.
13. The statement of the military is our old friend's "goal". The word "target" comes from the old French word "shield" and has been given a series of meanings.
14. In the past, the word "fighting" refers to the activities of the army in the countryside or fields (French
The word "campagne" also means "country" and comes from the Latin "campus"; There is also the Elysee Palace, the famous avenue in Paris.
Metaphor has amazing power in shaping understanding, action and thought.
Many basic concepts and practices of enterprise organization, enterprise management and enterprise culture are partly based on images or metaphors.
Running "Adaptive System": Awakening of "Pattern Maker"
Many scientists define our species as "pattern makers".
Jumping out of a single culture: effectively avoiding out of control and indifference
People think that mathematics is very complicated. Mathematics is relatively simple, at least we can understand that cats are complex.
-john conway, English mathematician, creator of the game of life.
Storytelling is just an error correction check of this digital system, which can make our communication more convincing and operable from boring; Telling stories is also more enlightening.
Telling stories is an instinct.
Our society is increasingly addicted to "digital rule". But in business activities, don't let
Scientific management or orderly physics overwhelms creativity or originality.
In the field of brand and marketing, we should ensure that we don't rely too much on radical reductionism, which will lead to out-of-control measurement, and we should not ignore people's emotions and diversity.
Although military metaphors support our current marketing methods, everyone can cross over.
A good start is to remind ourselves that we are biological organisms, and we are born with the instinct to tell stories. The "number rule" masks this instinct and provides us with a mechanical and simplified form of communication.
Quantum mechanics originated in1900; Copenhagen's explanation was mainly put forward by niels bohr and Werner Karl Heisenberg during their cooperative research in Copenhagen in 1927, which is an explanation of quantum mechanics.
The "Black Swan" incident refers to a very unpredictable and unconventional event, which usually causes a negative market chain reaction and even subverts the market. Generally speaking, the "black swan" event refers to an event that meets the following three characteristics: unexpected; Can have a significant impact; Although it is unexpected, human nature urges us to make up reasons for it afterwards, which is more or less explained and predictable.
The word "kicking boxing" contains the meaning of the competition topic, and it is also the general name of some standing fighting techniques. According to the technical system, the technical system that once represented "kicking boxing" can be divided into American and Japanese. At present, American technology has been eliminated from the basic mainstream fighting technology system because of too many rules and regulations, which is not suitable for the international technical development of kicking and boxing. At present, the mainstream technical system is Japan's kicking boxing system.
Beyond the data: retaining the missing attention
A lot of information can lead to a lack of attention. -herbert simon (Herbert
Simon), American political scientist and economist.
Data | Information | Meaning
Breaking through information: creating insight into ideas
Theodore Roszak, a cultural historian, was the first person who insisted that ideas take precedence over information. He believes that human beings do not think in information, but in thoughts.
Rich data and poor insight.
Get a "surprise": impress the audience's persuasiveness. This is consistent with the core findings of behavioral economics: surprise and happiness, sadness, fear, anger and disgust are isomorphic to six common human emotions.
Tracing back to the source: "informing" is full of story power
Looking for meaning: deploying the overall action force
Aggregation behavior: the influence of brand culture
Becoming a "model coffee": the driving force of storytelling
We should be storytellers, knowing that we didn't evolve today to interpret spreadsheets or enrich ourselves in PPT.
Our industry is flooded with massive data. Although the data is abundant now, our insight is getting worse and worse.
In order to improve insight and create meaning, we should regard ourselves, our audience and our consumers as semantic animals looking for meaning.
Our purpose is to create meaning in communication, not to provide data or information.
When telling a story, you should know how much information you can omit and ensure the maximum value of the implied information.
Remember, there is a form in the word "information": so find a form for your data.
Ideas don't need information: are you brave enough to get rid of dependence on information?
Beyond the fact: remolding the audience's cognition
The power of telling stories to change our way of thinking or to construct information forms.
Language is described as the arrangement of metaphor and combinatorics (arrangement can create almost unlimited novel power), which is a bridge from unfamiliar to familiar.
What I mean by "upward translation" is to translate concrete, specific and individual materials into general, rational, perceptual, universally understandable and insightful materials.
Emotional engagement: understanding people's needs.
Provide focus: keep the audience's attention
The abbreviation SEMI can represent any or all of the following: other more important people, other more important things, other more interesting people and other more interesting things.
The purpose and fun of gossip lies in strengthening group norms through dramatic chat.
-david mamet, American playwright, essayist, screenwriter and film director.
Show individuality: use personalized language
In order to convince others, the rhetoric art used should have three characteristics: spiritual temperament, rationality and sadness.
Personality experts have recognized the so-called "five personality dimensions". Openness | responsibility | extroversion | agreeableness | neuroticism
6 1. The word "rationality" comes from the Greek word "logos", which is also the root of all English words related to "logic" and the root of all "logic" things.
What customers need is a reasonable excuse to prove that their decision based on emotion is correct.
63. Arouse interest: a strange opening remark
64. Daniel Kahneman, a Nobel laureate in economics, said that the brain wants everything to be coherent and seeks cognitive release.
Loose, so the brain is easy to follow the rules.
65. Attracting people's attention is the characteristic of many arts. But our communication principles remain unchanged. First of all, there must be a scene setting. Secondly, by doing so, we set expectations for the future. Finally, how to start communication, how to stimulate the curiosity of the audience, and how to attract the attention of the audience.
66. Opening remarks | Title sequence
You can start your opening remarks in any of the following ways, or you can use them all: 1. Give a conclusion in advance. 2. Give people unexpected and confusing opinions or suggestions. 3. Giving an ambiguous prologue will make your audience want to solve the problem and know the ending of the story. 4. Invite your audience and hug your audience: "Come on, let me take you on a trip!"
67. Explore the structure: establish the characteristics of the story
68. The essence of a story is to help people overcome huge obstacles (internal or external) to achieve their desired goals. -Richard Crayworling, writer and screenwriter
69. One of the most basic and effective elements of storytelling is the concept of characters or personalities.
70. Etymology
7 1. Architectural "Features" in the Speech: the Concept of Brand "Consumer" or Consumer Group Company
72. Taking a person with characteristics as the opening remarks of your speech is the most obvious starting point for establishing characteristics in storytelling.
73. Create conflicts: Contradictions are the driving force of emotions.
74. Use the prototype of the story: play the role of symbols.
75. Determine the task in your story: 1. What is the "inner pursuit" of the story?
2. What "changes" have taken place in the story? 3. Who is the hero in the story? 4. What is the tone of the story? What types of characters are there?
76. Build a story: find a golden thread.
77. The benefits of classical education are embodied in many aspects: being knowledgeable, eloquent and able to use satire without shame.
78. In my opinion, structure is the most important thing in the process of writing. You may think of a wonderful plot, but you must know how to construct it and how to guide it, otherwise even the best plot will not exert its full influence. Writer Beryl bainbridge.
79. Rigorous structure
80. The following are the rules to explain the concept of golden thread: shape selection, attention to structure and learning to edit.
8 1. Let's start by finding the gold thread. What argument did you make? What questions do you want to answer? What new questions do you want to ask? What business-related questions did you ask? What insights have you seen? What platforms and participants do you want to discuss and communicate with? Do you know what will affect your audience, "consumers" or worry them?
82. Turning data into meaning: the help of data.
83. Avoid duplication: Ellipsis is a form of creation.
84. Disrupt the story order: show wonderful content.
85. A story has a beginning, a middle and an end, but not necessarily in this order.
86. The author suggests that the first 10 page of each work should be the most exciting part.
87. Start from a story, from a deep feeling, from sharing the truth, or from the ending of a story, in no particular order, from the beginning.
88. Give priority to the audience's concerns and main concerns (or "pain points").
89. Simply put the self-introduction materials of products or services such as "Who are we and how good we are" into the document or post them on the website and in the Q&A section. Don't feel sorry for these materials, in fact, no one cares about them at all.
90. Simplify and pursue implied information.
9 1.
92. The originator of rhetoric, Cicero and quintilian, the most famous orators in ancient Rome, divided rhetoric theory into five parts: opening, layout, expression (or style), memory and expression.
93. "In support of ideas, we can use enumeration and explanation. When we use numbers to represent the main points of our discussion, we will use enumeration. But the number of medals can't exceed three, otherwise the audience will suspect that the speaker is premeditated. "
94. "I only ask a man three things: he must be handsome, ruthless and simple-minded." -dorothy parker, American humorist, writer and critic, is famous for his wit.
95. Rhetoric has a special term for this (most people will use it when expressing it): three-stage tandem emphasis.
96. Comedy is usually organized in the following order: Introduction to the theme. Strengthen the theme. Refute or subvert the theme.
97. Thinking under the pen tip: Keep thinking and catch the gold thread.
98. "Entertainment" is the first essence of storytelling.
99. "Another important factor in storytelling is adjustment. In the process of adjustment, you will find out which part of the story works, which part needs polishing and which part should be abandoned, which will make your story more popular and interesting. Telling stories at dinner parties should follow this point, and telling stories through movies should also follow this point. "
100. Making the climax part: grasping the "peak closing rule"
10 1. Put forward the hypothesis: the game of creativity.
102. Keep two different levels: show and stay.
103. Avoid linear narration: provide compact gold thread.
104. Stimulating the audience: "surprise" and "suspense"
105. When creating suspense or mystery, we should consider the following points: Should I create my own "mystery box"? Should we keep information, hide answers and surprise the audience before the truth comes out? Is your audience waiting for an answer (to post a magic number or interrupt an advertisement)? What is the basis of mystery? Can mystery be the golden thread of my story?
106. design turning point: an interesting detail
107. The word "happiness" comes from the middle of14th century: its meaning comes from such words as "luck", "hap", "opportunity" and "fortune"; The meaning of "very happy" first appeared in the late 4th century of/kloc-0, which is similar to the French word "bomheur".
108.