How do operations seize the opportunity and plan during an event?

The specific work we do during the operation process is called "things";

The scientific methods we introduced earlier can help us accomplish these tasks better, and are called "formulas".

However, choice is more important than hard work. We choose the best time to do these things, which is called "momentum";

Teamwork is more effective than working alone. We integrate a group of people to work together to accomplish these tasks, which is called a "situation."

In this final article, we will talk about “taking advantage of the situation” and “setting up a plan”.

Let’s first talk about potential. What is “potential”? From the perspective of physics, “potential” is “potential energy”. Simply put, it refers to: a driving energy generated by an object because it is in a certain position. Let’s look at the following picture:

This is easy to understand. If we want to move a ball from point A to point B, if there is a gust of wind blowing from the same direction above, it will bring "potential energy" to the ball, which makes it easier for the ball to move from A to B. So, when we run a company or a project, the same meaning applies:

When we are in the process of transforming a company from weak to strong, if we happen to encounter a favorable situation, then things will become easy. This is what Lei Jun said, "If you stand on the favorable situation, even a pig can fly." The trend here refers to some policy directions, market dividends, technological progress, etc. For example, if the country encourages big health, then the health industry will be a hot spot; for example, if the national population is aging, then a demographic dividend will be created, and the elderly care industry will be a hot spot; for example, if science and technology develop and advance, then artificial intelligence , blockchain, etc. will be a hot spot. This is a “momentum”.

There is no doubt that such "momentum" is extremely useful. But the problem is that, except for a very small number of entrepreneurs or start-ups , it is easier said than done for most people to achieve such a momentum. In fact, apart from the big "trends" mentioned above, in our operation process, in addition to chasing external hot spots as mentioned in our previous method section, there are some small "trends" that we can definitely achieve as long as we work hard.

1. The “momentum” brought by innovative methods

The innovative methods mentioned here refer to some of the latest operations or promotion methods. For example, the H5 that was launched a few years ago, or some fission methods, various kinds of activities and gameplay, etc. This is also a kind of "momentum". If we can use it for our own benefit at the first time, then we have gained this "momentum".

2. The “momentum” brought by the hit products

The hot-selling product mentioned here may be a product, an event or even a hot-selling article. It means that when we accidentally make something popular, we should quickly use its potential energy to make diversified product extensions. For example, if a product becomes popular, we can quickly develop its related products; if a hot article becomes popular, we can quickly launch related activities or release some related copywriting , etc. If this "momentum" is well seized, it is actually the concept of "IP". Once a book is written, related movies , games , peripheral products, etc. can all be launched, and the effects will not be bad. This also achieved a "momentum".

3. The “trend” brought by the latest tools

Taking advantage of the situation is also called "borrowing momentum". The key point here is the word "borrow". We must know that the development of the Internet is very fast, and in various sub-sectors, there will always be someone one step ahead, and some of the products or tools they launch will be at the forefront in this field. At this time, unless it involves some core business, confidential information, etc., you should borrow their "achievements" as much as possible. Many company bosses or persons in charge feel that they can do everything and want to do this and that by themselves. In the end, they don't get any "momentum" from others and they work themselves to death but accomplish nothing. This situation is not uncommon in reality. As we mentioned in the previous method article about community fission, we also mentioned many third-party tools. Making good use of other people’s mature tools is also a way of “taking advantage of the situation”.

Here you may ask, how can we judge which are innovative methods and which are the latest tools? The answer is: "Nothing special, just practice makes perfect." We need to develop good habits at work, study regularly and keep some records, build our own knowledge system , and remember it deeply in our minds, then it will be easy to discover these "trends". When we know very clearly which sheep we have, if a new sheep appears one day, we will naturally discover it first.

The above points are some small "momentum" that we can gain by paying attention when we cannot ensure that we can gain big "momentum".

In addition to the above-mentioned "momentum" that comes from external sources, there is actually another "momentum" that comes from internal sources, which is often overlooked by us. Speaking of this internal "force", let us first talk about the well-known " Matthew effect ". The Matthew effect can be simply stated as "the strong get stronger and the weak get weaker" , and this effect is extremely obvious in the Internet field. Let’s look at the following picture:

As you can see, due to the Matthew effect, even without any external influence, the two balls in different places will have their own potential energy, one moving forward and the other moving backward. So the question is, there will always be a point that is a boundary that distinguishes whether the ball goes left or right. We call this point the "Matthew effect point".

In order to see the effect of this point more clearly, we make the line a slope.

As you can see, before our company reaches the "Matthew effect point", it actually has the "momentum" of weakening. And when we reach the "Matthew effect point", it will naturally become stronger. This is the “momentum” that comes from within.

This is also why many Internet companies cannot escape death even when they are in a big market, because they have not reached this point.

Many companies are desperately spending money and providing subsidies just to quickly reach this point and gain this "momentum". The same is true for building a marketing reputation. When it reaches this "Matthew effect point", it will be unstoppable and move forward, just like the previous movie "Wolf Warrior 2".

Almost all products in all industries will have such a "Matthew effect point". Of course, there is no clear standard for it, so everyone needs to explore it in their respective fields. And this "momentum" is also the most useful one.

The above are the three “moments” we want to take . If you get it, it's like " going downhill with the wind "; if you don't get it, it's like " going uphill against the wind ". The difference in difficulty between the two is self-evident. Many times, we hope to get from point A to point B, but in fact, as long as we can get from point A to point C, the trend has basically been determined.

Therefore, if we understand "momentum", we will know when to start, when to exert force, when to speed up, and when to persist. At this time, if we combine it with the previous "formula", the effect will be better. This is exactly what we often say "seize the opportunity, understand the way, and improve the skills" .

In fact, there are four more words behind the six words "seize the situation, understand the way, and improve the skills", that is, "unite the people and put it into practice". What is "unity"? It means gathering a group of people to do one thing and bringing out the power of everyone. This is what we are going to talk about next, "setting up a game."

The "game" we are talking about here is not the so-called "scam" or "fraudulent game" in the general sense. Those games are aimed at satisfying one's own interests at the expense of the interests of others. Although such situations are not uncommon in our real life, the Eight Generals of the Thousand Gates, "positive, raising, reverse, escaping, wind, fire, elimination, and rumor" have clear division of labor and each performs their duties, setting up traps one after another, but if they are not the right way, they will eventually burn themselves.

The "game" we are talking about here refers to "for the sake of a goal, a group of people are united to accomplish a task together, and ultimately all participants in the game can obtain corresponding benefits, creating a win-win situation." This is a good game. For such a game, you only need to remember three things: its essence is "integration", its core is "supply and demand", and its means is "leverage".

Let's take a look at an interesting passage circulating on the Internet:

A guy wants to eat hot pot, so he calls a few friends and tells them:

• Said to B: Brother, let's eat hotpot, almost everyone and everything is here, just bring some mutton for hotpot when you come.
• Said to C: Brother, let’s eat hotpot, almost everyone and everything is here, just bring some vegetable meatballs when you come.
• Said to D: Brother, let's eat hotpot, almost everyone and everything is here, just bring some base ingredients when you come.
• Said to E: Brother, let’s eat hotpot, almost everyone and everything is here, just bring some beer when you come.
• Said to F: Brother, let’s eat hotpot, almost everyone and everything is here, just bring a pot when you come.

So the six brothers happily had a hotpot meal.

This is a "game". A successfully organized a dinner "game" that made all his friends very satisfied. Let's analyze this situation:

(1) From the perspective of integration

It is a necessary condition that several brothers bring several things and put them together to form a hot pot party. As shown below:

(2) From the perspective of supply and demand

For every role in the "game", it is acceptable to ask for their "supply" in order to meet their "needs". As shown below:

(3) From the perspective of leverage

Every time you pry any character, it will be able to be pried open, as shown below:

In our daily life and work, there are all kinds of games, big and small, ranging from national affairs to small games of cards over a meal. Any game needs to meet these three conditions:

• Integration: All the elements needed to form the
• Supply and demand: For any single element, supply and demand are balanced
• Leverage: Elements can leverage each other

If all three points are met, the game can be successful; if any one of them is missing, the game will fail. Let’s see how we apply it during operations. Here is an example:

Suppose we are a cosmetics company and have just launched a new product. We want to hold an online and offline event, but the problem now is: we don’t have any budget . So how should we do this?

In this situation, it is easy to feel clueless and at a loss as to where to start. It doesn’t matter. We can combine the three conditions above, think carefully, and then we can set up such a situation.

Step 1: We know that to organize an event, we need two basic external conditions: users participating in the event, venues and other hardware equipment. As shown below:

Step 2: Because we don’t have the budget and cannot provide these two things ourselves, we have to think about: who can provide these two things? After investigating the resources around us, we found that: a certain publicity channel (A) can attract traffic for us, several Internet celebrities (B) can attract traffic for us, and a certain sponsor (C) can provide us with venues and other hardware equipment. As shown below:

Step 3: Now we want A, B, and C to generate "supply" respectively, but we don't have a budget for them, so we must provide them with "demand" in addition to money.

Now suppose that after communicating with A, B, and C respectively:

• The publicity channel (A) stated that if it could become “the official designated registration channel for a meaningful event”, it would be very happy to do free promotion .
• Some internet celebrities (B) said that if they could “share the same stage with more famous stars”, they would gladly accept the opportunity.
• A sponsor (C) said that as long as there is "celebrity effect and a large number of users", he would definitely be willing to sponsor.

Step 4: According to the above analysis, we find that in order to meet the "needs" of the three roles A, B, and C, we must add a new role to this game, that is, a star (D). So in this case, we have to find a way to integrate D again.

Step 5: After we invite the star (D) to join, his “supply” can meet the “demand” of B and C. So the question now is how to solve the "needs" of a certain star (D). Suppose after we communicate with D, the star (D) says: If there is no appearance fee, then as long as it is "an event with positive energy and high exposure", it is acceptable. By the same token, because we must meet the need for “high exposure”, we have to add the role of several media (E), and E has its “supply” as well as its “demand”. As shown in the figure:

At this point, you can find that as this matter develops step by step, what was initially a clueless task finally becomes: "How do we plan a positive and meaningful event around our new product?" According to the above example, as long as we accomplish this, then all the roles in the bureau can be mobilized step by step following the arrows in the figure.

Of course, the above is just a fictional case, a thinking process for your reference and cannot be directly applied. Because in our actual work, “there are thousands of people and thousands of situations”. Everyone faces different situations, different problems, different time, different resources, different negotiating partners, and so on. Only by breaking down the details and sorting out the clues in our respective actual processes can we come up with a final plan that works. We only need to remember the three most critical points in a "game": "integration", "supply and demand", and "leverage" .

It has to be said that the matter of "setting up a game" ultimately depends on how many chips you have in your hand. This is also a manifestation of the "Matthew effect". The more chips you have, the more resources you can leverage, and the stronger you will become.

So, if you are in an environment with very scarce resources and don't want to cheat, is there no better way? No, there is an ultimate method, which is: using the pattern to reduce the dimension . However, this ultimate method cannot be learned through study, but requires practice.

My classmates in the Internet circle often say that they hope to do something to change the world. I don’t think this is just a slogan or empty talk, at least for some people. The world has always been changed by people.

"Pattern" is a dimension, and pattern is the thing that truly determines the upper limit. No matter how heavy one end of the lever is, if that end truly "cares about the people and has the world in mind," then there is nothing that cannot be pried open and no situation that cannot be set up.

“The bigger your heart is, the bigger the stage is.” I would like to dedicate this article to those students who are truly determined to change the world. The world becomes more wonderful because of you!

The author of this article @志远 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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