Xiang Yuzhen's question is:

"In addition to sales, how do you measure the quality of an idea, or is there a digital measurement standard for the idea, and is there a formula and algorithm to determine whether the idea is good?"

Cui Ning and many creative people feel that this problem is not a problem, but the more it seems that it is not a problem, sometimes the more worthy of thinking about it, whether it is gravity or a steam engine, it is invented in this way.

So Cui Ning decided to answer this question, which is not a problem:

"Let me answer Yuzhen's question, first of all, sales are not a measure of how good or bad a creative is. Because many loss-making enterprises also have to plan, and even many international companies have entered our dragon country with a strategic loss plan of more than ten or twenty years, the goal is the layout, is the future, but also to occupy the big market of the dragon country in the long run.

Therefore, we should not simply measure the quality of creativity and planning in terms of sales and profits, but also consider the competitive environment, competitors and the assets brought to the brand, as well as whether the idea can bring change to consumers, or whether it can achieve effective communication, which can actually be expressed in numbers.

For example, whether the advertising slogan can be remembered, whether the image of the brand can be quickly recognized, and whether the unique performance of the brand can not be accepted by consumers, etc., can be sampled according to thousands of people, and there is also the so-called cost of thousands of people in advertising, which is actually similar to what I said, which refers to the probability of effective arrival, effective communication, and effective communication.

Then, a good idea must be in line with the truth and the public's inner feelings, or called universal values, if the idea can do what the people want, that is the real master, so we see many foreign brands, have carried out beneficial explorations on this road.

There must be a road before the car reaches the mountain, and there must be a windfield car when there is a road.

Unstoppable feeling, cool coke.

String together every moment and don't let it slip away, Kodak.

There are so many that I won't list them all.

But let me tell you again, it is not that if the creativity and advertising are good, the development of the enterprise must be good, and the development of the enterprise is not good, not necessarily the reason for advertising and creativity.

We are familiar with drinking Confucian banquet wine, making articles in the world, forever green, forever piano pond, Confucian wine, teaching people to feel homesick, the Great Wall will never fall, and domestic products should be self-reliant...... Which is not a good advertisement, but the above products have basically become famous failure cases in the market, which is the cruel reality.

As for what Yu Zhen asked, the question of creative standards, in fact, the same as enterprise management, there must be corresponding theoretical methods and data, as well as the preferences of business owners, but the real operation is nothing more than the crystallization of wisdom under the basic concepts of marketing, branding, management, etc., therefore, the result of creativity is uncontrollable, which is a fact that no one can deny"

Xiang Yuzhen nodded and continued to ask:

"So how do we learn to be creative in order to become a creative master?"

Cui Ning smiled:

"This question is so practical, but it's a good question, because a soldier who doesn't want to be a general is not a good soldier, everyone here wants to be a master, so how to become a master, I personally have a few suggestions.

The first is to read more, there must be a large amount of reading, this reading does not refer to reading professional books, but to read extensively, history, geography, politics, entertainment, military, fashion, emotion, suspense, thriller, science fiction, humanities, drama, poetry and songs...... Be sure to read 10,000 books, then take reading notes, and sort out the things related to planning, creativity, and management as your own nutritional materials.

This reading volume and database must be large enough, otherwise any genius can not become a professional master, we respect talent, but also know that we are a professional company, need a very scientific and strict management and service system.

The second is to think more, that is, to think about how the product should be creative, whether the advertising slogan is good or not, that is, there is always a string in the head, constantly thinking, constantly simulating creativity, and then constantly doing some of their own creative work for some well-known brands, which can be achieved in our professional company.

For example, if you are for a certain company, such as Fenghua shampoo, this product is a low-cost and high-quality national brand, you think of a good idea for him, a good advertisement, you can tell me, I can even help you contact the company, once the company recognizes your idea, I will give the corresponding reward.

In addition, it is necessary to communicate more with colleagues and colleagues, to constantly listen to positive and negative opinions, to constantly self-denial, and to learn from the strengths of others. Creativity is an open profession, and the generation of creativity is a process of accepting * energy, not just relying on intelligence to produce.

Reading and taking notes are equivalent to seeds, and thinking and simulating all the time are equivalent to quietly growing, and mutual communication and continuous denial are good environmental soil, sunshine, rain and dew, night and day, so that the fruit of creativity can grow, and no link can be ignored, otherwise, it will not be able to really grow.

Of course, there is another point, any growth will encounter a problem, that is, it is to withstand winter, and even wind, frost, rain and snow, that is to say, many of your planning ideas may encounter a lot of criticism, or even blows, and you must face it calmly.

This kind of blow is first from the customer, the second is from the market, Hailan will make this kind of mistake, to do *, to do the sister-in-law noodle restaurant, and then go to dozens of small household appliances, the result is a mess, so the wrong strategy often needs to pay tuition, and some failures are more expensive. ”

Xiang Yuzhen nodded and said:

"I see, but according to you, without three or five years and a lot of reading and comprehension, the rest are all seedlings and sprouts, or flash of inspiration, which is not really professional, right?"

"A flash of inspiration is also an ability, but it's hard to say whether this ability can become a kind of competitiveness" Cui Ning nodded and smiled at Xiang Yuzhen, and then continued to ask other colleagues:

"What other questions do you have? Let's put them up and discuss them together."

The meeting was quite successful, especially after listening to the case of Zhengzhou Asia, I went to collect information, and then I found out that the so-called Qingning Company's planning was really a few years ago, and the fact of Zhengzhou Asia was there, a company that had gone bankrupt, the so-called planning and temporary swagger, so that Cui Ning Company no longer felt great.

However, Su Ruoqing felt that Cui Ning was really amazing, and as soon as she went to work the next day, Su Ruoqing slipped into Cui Ning's office, closed the door, and then said to Cui Ning:

"Mr. Cui, you are really amazing, as soon as the meeting was held yesterday, the atmosphere of the company has changed today, and the employees no longer talk about the company's creative ability, but think of ways to make plans for cooperative enterprises, and then strive for the recognition of customers. ”

Cui Ning looked at Su Ruoqing's smile that was brighter than April Begonia, and the inexplicable closeness, looking at Su Ruoqing's appearance of carefully closing the door every time she entered, in the warm June season, she really had the urge to hug Su Ruoqing.

However, Cui Ning also knows that this case must not be broken, there is no impermeable wall, not to mention, once he develops the habit of hugging in the office, whether it is himself or Su Ruoqing, he will be addicted.

The calmer the person, once the choice is made, the more violent and resolute it is, Cui Ning knows that Su Ruoqing's feelings for him, and even the gradual dependence on him, he has always been a person without desire, and even the first kiss is still retained, but when he thinks of the thousands of calamities in the future temple, and the person who awakens himself with blood and life, the warmth in his heart grows irrepressibly.

Seeing Cui Ning smiling at herself, Su Ruoqing gently pushed Cui Ning and asked:

"What do you want?"

"I didn't think about anything, I just thought you were so good-looking" Cui Ning asked Su Ruoqing to sit down and said:

"After you all left last night, I sorted out the customers, and asked various departments to discuss the ideas of several customers, and then gave me a framework of ideas, and I will give you some suggestions.

So a few of your customers, don't worry, in addition, Phoenix Coke's recent sales are not bad, extraordinary Coke is growing by leaps and bounds, this May thing, inadvertently helped the domestic Coke to make a turnaround, so some customers in other industries, as long as they are willing to play a national brand, we will follow this line of thought to think, and strive for a group of domestic enterprises to continue to cooperate, and then there are some promising domestic brands, we can even invest. ”

"Why are you talking to me about this? This is the responsibility of Director Hua Xia Hua" Su Ruoqing sat in the June sunshine, looking at this man who made her infinitely happy, not so much to come to Cui Ning's office every day to report work, but to take advantage of the time to report to Cui Ning, and then have the opportunity to talk, pull hands or something.

If Xiang Yuzhen and Cui Ning don't talk like lovers, Su Ruoqing and Cui Ning are more like spiritual love, both of them are extremely smart people, and they are both people with self-control, so they naturally won't do anything excessive, but both of them are also greedy for this feeling.

"Oh, too, but you have to follow Zhao Weiwei and Liangzhuang, Liangzhuang's advertisement will be filmed immediately, and Haodi, Dicai, and Dihua Show will follow up, this is a very promising brand, there are no technical barriers to the production of the daily chemical industry, the only difference is the brand, how to capture the hearts of consumers.

Another important customer, which I gave during my training yesterday, Fenghua, is that their conditioner products are very high quality and affordable.

I didn't succeed in cooperating with Xiaobao, so I set my goal on Fenghua, you also want to think of a way, I also want to think of a way, contact the other party's important executives, and then strive to cooperate with Fenghua. ”

"I will find a way as soon as possible, and also find friends, including Yu Lei, who works very hard and has a very good way, and recently Yu Lei and a few of them seem to have unlimited energy when they come back from traveling, and they often work overtime, and it seems that several of them go to travel together, and they are often together after they come back" Su Ruoqing said:

"By the way, I always talk about work, the question asked by Xiang Yuzhen yesterday was very professional, does she really want to come to work in our company?"

Cui Ning shook his head, "No, she has no plans to come to the company, their group started to do an internal magazine, and Xiang Yuzhen signed up as the editor of the internal magazine, and there is a lot of work to do, so she has stepped up her studies recently"

Hearing this news, Su Ruoqing seemed to be relieved, because what Su Ruoqing thought was that once Xiang Yuzhen came to the company, her habit of often coming to Cui Ning's office would have to be changed, after all, Xiang Yuzhen was Cui Ning's girlfriend, and if she came to the company, it was very likely that she would be Cui Ning's assistant.