In business operations, the selection of people is very important. At the same time, there is no definite law to follow in business warfare. Any kind of business activity is based on a certain situation. There are thousands of means of business warfare, and it is very important to win by surprise, mainly in advertising, new product development, sales methods, etc., but the key is "surprise", that is, ingenuity, to break the shackles of people's general normal thinking, beyond the convention, and in a way that ordinary people can hardly think of.

□ whimsical Hughes soars into the skies

Hughes is a world-famous aircraft magnate who has achieved his dream with superhuman courage.

In June 1966, an unmanned spacecraft from the United States landed on the moon for the first time, attracting the attention of the world. The moon landing, a myth that mankind dreamed of, has now become a reality. The builder of this spacecraft is Hughes Aircraft Manufacturing Company.

In the United States, Howard Hughes's name is as household name as Washington and Lincoln. Because he is one of the few wealthy people in the United States who enjoys world prestige, and he is also a hero in the eyes of the Chinese people. His life can be described as vigorous, full of adventure and excitement. He has $2.5 billion in assets, but in his old age, he lives in seclusion, and does not appear in public.

Howard Hughes was born on December 24, 1905, in Houston, USA, to an oil speculator.

When Hughes was 16 years old, his mother tragically passed away due to a medical malpractice. Two years later, Hughes Sr. also died of heart palsy, leaving behind a fortune of about $750,000.

On the issue of the estate, friends and relatives of Hughes Sr. believed that Hughes was just 18 years old and should go to college, and that his property should be held in the custody of his uncle, Ruppert. Root, a well-known playwright and wealthy man, did not want to fight for an inheritance, but agreed with his relatives that Hughes Jr. was not yet capable of taking charge of the property and should go to college. But Hughes had his own opinions, and he was determined to own 100 percent of the company.

After hard work, Hughes, who was only 18 years old, obtained a bank loan four months after his father's death, bought the part of the inheritance inherited by relatives and friends with cash, became the sole owner of the company, and succeeded the chairman of the company.

Young Hughes was interested in cinema, but he began to learn from the film industry. The first film he invested in was called "Playboy Horgen", which was the work of the notorious actor Rauf Grapps, who didn't know how to direct and play at all, but pretended to be an expert, and the result was a failure. Hughes lost tens of thousands of dollars for it.

Howard Hughes loved flying airplanes. Once, when he was flying through the air in a single-man private jet, he had a whim: wouldn't it be very popular to make a film about air combat? He remembered that in 1918, in World War I, the British Air Force Captain Danin led several Sopitz Camel fighters from battleships to bomb the Dedondelon Air Base. It was a highly successful transoceanic bombing, with the British losing only one aircraft and sinking two enemy ships and two airships. Hughes decided to bring this air combat to the screen. At that time, the movie stunts that showed air combat had not yet appeared, and he was going to use a real machine to make an air battle film that was more exciting and spectacular than actual combat, called "Hell Angels".

In order to make this film, he spent $2.1 million on the use of the aircraft alone, renting ten aircraft, including French Spartan fighters, British SE5 fighters, Camel bombers, German Fokker fighters, as well as more than 100 pilots and 2,000 temporary staff; The number of photographers is almost one of the total number of photographers in Hollywood. The American film industry was amazed.

Hughes, who was fascinated by airplanes, participated in the second national short-range flight competition after filming "Hell's Angel", and Hughes won the championship with a speed of 302 kilometers per hour. But he was not satisfied with such a result, he was determined to break the world record. In 1927, American traveler Lin Bai flew over the Atlantic Ocean in 33 hours and 30 minutes, and the whole world was bombarded, and he was called the "hero of the century" by the Americans. In order to break the record set by Lin Bai, Hughes began to work on the development of a new type of aircraft, and he had two excellent aircraft designers: Otick and Parma. They named the future aircraft Hi.

Oticak is a mechanical engineer who also has a passion for flying. Oticak had many bold ideas for building new airplanes, and he was a rare talent for Hughes, who was crazy about speed. In that secret aircraft factory, they decided to improve the shape of the plane, and chose the best 1,000 horsepower Pratt ·

It took one year and three months for the Whitney engine to finally build the Hi-type monoplane with a fuselage length of 8.2 meters and a wing length of 7.6 meters. Due to the extremely short fuselage, no one knows how long it can fly in the air, and the test pilots did not dare to fly the plane, so Hughes decided to test the flight himself.

On September 12, 1935, when all work was about to stop, the sun was already setting westward. The referee technician in charge of the degree test suggested flying again tomorrow. Because it is now close to dusk, the flying light is dazzling, and I am afraid that something will go wrong. Hughes couldn't wait, he had already put on his flight suit, jumped out of the cabin, and started the plane's engine. The plane slowly flew into the blue sky.

The first test speed reached 556 km. The referee technician told over the radio: This time it doesn't count, because it violates the rules of the Aviation Association and does not do horizontal flight.

So Hughes circled the air and made a second horizontal flight.

"The world record has reached a speed of 566 kilometers per hour!" The referee's screams are heard through the headphones.

Hughes, who was excited, did not land immediately, continued to fly, and wanted to create a new century record. The third time it was only 542 kilometers. He was not reconciled and flew again!

"567 km." Another new world record!

Hughes still refused to stop, and continued to fly again and again...... Suddenly, the engine stopped working. Only then did he realize that the main tank had run out of oil. He hurriedly pressed the button for instant oil, but to no avail, it was too late, and the engine had completely stopped.

Hughes could no longer control the plane and had to rush towards the ground at a vertical falling speed.

Hughes, who was lucky, finally made a safe landing in a sugar beet field.

While Hughes is making adventure flights one adventure after another, his father's legacy of oil rig patents and film careers are still generating a steady stream of wealth for him. No one knows when he became interested in a stake in TWA, and by around 1937, Hughes owned 87 percent of the company.

Hughes didn't stop his adventurous flights, and in order to set a record for a week around the world, he chose and improved a Lectra 14 developed by Lockheed that could fly 12 people.

On July 10, 1938, Hughes and four crew members took off from Bennett Airport in Brooklyn in a modified Lectra 14.

After a long flight of 3 days and 19 hours and 17 minutes, Hughes's plane finally flew to the United States and returned to its starting point. Brooklyn's Bennett Airport had already gathered 25,000 people to welcome Hughes, the hero of the century, who had returned victoriously.

During World War II, after the U.S. military recaptured Guadalconal Island in the Pacific Theater, water planes began to show their skills.

With a total length of 97.5 meters, a height of 15.2 meters, a weight of more than 300 tons, and eight Prala Whitney 2800 engines with propellers installed on both wings, Hughes designed this giant seaplane of the KHl model is the largest "jumbo" flight in the world.

At the time, there was widespread skepticism that the huge plane would ever take to the skies, and Hughes told the people with facts that he succeeded. In April 1948, Hughes personally drove a giant Mac, and then took off steadily after sprinting like a sprint on the sea. Cinema cameras captured this historic footage. The United States was once again a sensation, and after flying around the world, Hughes once again became a hero in the hearts of Americans.

In 1965, Hughes Aircraft Company developed an 85-pound commercial communications satellite with 6,000 lines of round-trip telephone and 12 color television capabilities, thus opening up a television and telephone network connecting the European and American continents.

Hughes was married twice, but left no heirs. After his death, all of Hughes Aircraft's $5.2 billion stake was acquired by General Motors. The huge amount of money went to the Howard Hughes Medical Research Foundation, a consortium of Hughes Aircraft Company's holdings, making it the world's largest consortium of funds.

Perhaps, without whims, there would be no Hughes soaring into the sky.

□ buy one get one free Toronado "get married"

The core of winning with "strange" in business warfare is to develop and innovate. Only by relying on flexible and diverse, surprising and winning business skills can we win in the competition.

There is a Chevrolet-Oldsmobile car factory in Connecticut, USA, and its business has been sluggish for a long time, and the factory is facing closure. The president of the factory reflected on the operation and production of the factory, and concluded that the reason for the failure of his business was the inflexibility of the promoter. In the end, he devised a bold sales pitch called "buy one get one free".

The new sales method began like this: there was a backlog of cars in the factory, and because they were not sold in time, the funds could not be withdrawn, and the burden of warehouse rent interest was heavy. The factory decided to place a special advertisement in the main newspapers of the country: whoever buys a Toronado sedan will receive a Nanfang sedan for free.

The practice of buying one get one free has been around for a long time. But the general practice is to give away some small goods for free, such as buying an electric shaver and giving a shaving cream; Buy a VCR, get a videotape, and so on. This kind of sales promotion method of giving small favors to customers has made people turn a blind eye or become insensitive.

Chevrolet-Oldsmobile's remarkable method of buying a sedan and giving away a sedan was an instant hit, causing many people who were accustomed to advertising to look at each other and tell each other. After many people read the advertisement, they went to see what happened, and the distribution department of the factory was very deserted, and after that, it was suddenly full of people.

The backlog of cars that no one cared about in the past was really bought for $21,500 a piece, and the factory also fulfilled its promise in the advertisement, and anyone who bought a Toronado sedan car would receive a brand-new Nanfang sedan for free. If the buyer does not want to give away the sedan chair, more than 4,000 US dollars can be returned.

The Chevrolet-Oldsmobile plant implemented this tactic, earning about $5,000 per car, but selling out the backlog. In fact, if these can't be sold for a year, the loss of interest, warehouse rent, and maintenance fees for each car is close to this amount.

What's more, this move brought a steady stream of business to the factory. However, it made the Toronado brand sedan famous, increased its popularity, increased its market share, and also launched a new brand, the Southern brand. This low-end sedan began to use "gifts" as a dowry for Toronado brand cars, and as more gifts were given, it slowly became famous. It is indeed a relatively affordable light car, with a delicate shape and a cheap price, which is very suitable for low-income people. In this way, Chevrolet—

The Oldsmobile Automobile Works came back to life, and business flourished ever since.

"Buy one, get one free" is a bold idea. It has lifted the Chevrolet-Oldsmobile Automotive Plant out of the doldrums and broadened our horizons.

□ "nostalgic" operation Strauss was surprisingly successful

As the saying goes, "the extremes of things must be opposed". At a time when most operators are pushing the envelope, you do the opposite and bring obsolete products to market, sometimes with surprising success.

More than 100 years ago, a "gold rush" was set off in the western United States, and the former German Jew Wei Strauss came to San Francisco with the hope of making a fortune. However, when he arrived there and had gathered thousands of gold diggers, he changed his beginning, left the crowds of gold diggers, and opened his own small shop for daily necessities.

On one occasion, he went out to sell some small goods such as thread balls and a batch of canvas for gold diggers to set up their tents and stables. On board, the small goods were quickly sold out, and when he arrived at the docks, he brought canvas to sell them, but he was unable to do so. Frustrated, Levi heard gold diggers complain that their pants were not durable and that they were worn within a few days. As soon as he had an idea, he immediately found a clothing store, made a few pairs of pants out of his canvas, and sold them to Taolers, who quickly sold out and received a large number of orders. Since then, Levi has specialized in the production and sales of jeans, and established the Levi Strauss Jeans Company, set up a special garment factory, and mass-produced "gold panning cargo pants", with gold diggers and western cattle as the sales object. Because these hard-wearing canvas pants are adapted to people's needs and are both solid and good-looking, they sell very well.

Levi Strauss had initial successes, but he did not stop there, but devoted himself to the in-depth development of the product.

Levi continued to develop his own business, constantly changing the fabric and style of pants according to the labor characteristics of the workers to meet the needs of the workers. Eventually, he found a French fabric to produce trousers that were both durable and aesthetically pleasing. At the same time, he also paid great attention to the practicality of the pants.

Considering that people were accustomed to putting samples of ore in trouser pockets, and that the trouser pockets that had previously been sewn with thread were not strong, Levi switched to metal staples when sewing hip trouser pockets; The buttons of the jeans are made of copper and zinc alloys, and leather is used in the important parts. In this way, a unique style of jeans has been formed, and as a fashionable clothing, it has a vast consumer market.

Since then, according to the changes in people's consumption concepts in different periods, Li Wei company has not introduced new styles to make jeans durable, cheap and fit. Up to now, Levi and Strauss have set up processing plants in 12 countries around the world, and have set up sales networks in many regions and countries, forming a large-scale industrial group with annual sales of 2 billion US dollars, which has shocked many garment processing industry peers.

Due to people's nostalgia, many products may still "make a comeback" and become popular again after being out of sale for many years. With the right "nostalgia" operation, you can recapture the market.

□ Cola vs. "Pepsi" challenges "Coca"

Pushing through the old and bringing forth the new is the core of winning with "strangeness", and the power of innovation is powerful. Surprisingly, it is often possible to defeat the strong with the weak, and the small to defeat the big.

Since its inception in 1886, "Coca-Cola" has dominated the American beverage market for half a century, and is a veritable giant in the beverage kingdom.

After the advent of Coca-Cola, a man named Caleb Brabham changed the name of a drink called "Brad" to "Pepsi" and launched a war against "Coca-Cola". But "Coca-Cola" is too powerful, and "Pepsi" can only follow from afar.

With the passage of time, Pepsi has gradually matured, and now Coca-Cola has a fatal weakness: decades have passed, and Coca-Cola's blending, its operating principles, and even the bottle containing Coca-Cola, have not changed. In Transa, Coca-Cola managers also introduced an automatic drink dispenser with the old, exotic bottle, and you could buy a bottle of Coca-Cola for a penny.

Pepsi boldly changed its "packaging" and introduced a new 12-ounce bottle of Pepsi to the market (Coca-Cola's 6.5-ounce bottle) was sold for 5 cents a bottle. Faced with Pepsi's challenge, Coca-Cola was helpless and had no choice but to cut prices generously.

Pepsi won the "one game" and "one shot and no return" - it launched an advertising war against Coca-Cola's "old traditional" image. Describing oneself as "young, energetic, and enterprising" is as if drinking Pepsi will make people more energetic, and drinking Coca-Cola has become a symbol of "conformism and unfashionable". PepsiCo's sales soared, and by the time Coca-Cola reacted to it, PepsiCo had firmly cemented its "position".

Pepsi's feat can be described as surprisingly endless and superb.