"Straight to the point" is a common strategy in business activities. Sometimes, in order to achieve a predetermined goal, but due to the limitations of manpower, material resources, financial resources, technology and other conditions, it cannot be directly achieved, so through other ways, twists and turns, the predetermined goal can also be achieved. This is the indirect route, the strategy of "taking the detour as the straight".

The key to "taking a detour as a straight one" lies in the feasibility of the predetermined goal, and then it is necessary to find out the relevant conditions and factors, and use their interrelated contradictions to make a detour to achieve the goal.

□ the beginning of repeated defeats and battles against Bonnie

It is not terrible for a person to experience failure. The terrible thing is that it falls. As long as you don't fall down and continue to struggle, it is possible to get back on your feet.

The life story of Bonnie, the new generation of American oil tycoon, is legendary, as he went from a rural newsboy to a super-rich man with a fortune of $3 billion.

Bonnie was born in 1928 in Huttonville, Oklahoma, USA. From the age of 12, like most American teenagers, he began to earn his pocket money by doing odd jobs, delivering newspapers and working part-time jobs for newspapers.

In 1949, Bonnie transferred to the University of Oklahoma, where he majored in geology, graduating magna laude in 1951. Instead of becoming a geologist, he joined the Finas Oil Company as a clerk.

In 1954, Bonnie offered his resignation from the company, which tried to keep him, but he was determined.

Bonnie first found Edward, an independent oil merchant, and confided in him his laws. Edward liked the young and intelligent geologist and wanted to help.

Bonnie used his bank savings to buy a Fu brand passenger and cargo vehicle in the form of installment payments. During the day, the carriage served as his private office, and at night it became a dormitory. Every morning, he drove out to work and did business everywhere. When you're hungry, buy a bun and eat soda; Sleepy, take a nap on the steering wheel. This kind of exertion is far more than several times when he worked at the Finas company.

Without a helper, Bonnie wears many hats, including paperwork and typing. His company has a fast turnaround, low costs and, of course, low fees.

And the service is fast and reliable, therefore, to gain the attention of peers, the turnover is increasing day by day, many large companies have entrusted Bonnie to handle the contract transfer matters. He introduced that he could earn an average of $1,000 per purchase, and the business development greatly exceeded the predetermined target, and the original plan was to drill only 3 oil wells, but in fact he drilled 7 in one go. Although the U.S. oil was at a low point that year, and a barrel of oil was only worth $3 due to the cheap sales of oil in the Middle East, Bonnie still achieved gratifying results, earning more than $10,000, which was several times more than his salary for a year at Finas.

As the business grew, the workload increased, and Bonnie decided to expand his company.

In September 1956, Bonnie, along with John O'Byrne and McCarter, formed a new company, the Petroleum Development Agency.

The Petroleum Development Agency is funded by Bonnie 50 per cent, with McCarter and John Aoun each accounting for 25 per cent of the investment. In addition, they also lent the company $100,000, which was to be repaid by the two shareholders within five years, with interest, otherwise the company would have been taken over by the two shareholders.

After the company opened, Bonnie served as Managing Director. He hired two excellent assistants: one was Miss Schlaf, who was the company secretary at the beginning, and was later promoted to manager; The other is Rodun, who came to be the manager of the Calgary branch in Canada. Both of these men are very familiar with the oil industry and have a wealth of experience.

With an assistant, he vigorously publicized, opened up a wide range of financial channels, and attracted tycoons to invest in drilling and oil production with various preferential conditions. He assured them that: 1. They would be able to recoup their profits within three years, 2. They would receive dividends if they made money from individual oil wells, and 3. Priority should be given to repaying their investments. These conditions have greatly attracted investors from all walks of life.

In March 1958, the company proposed a plan to develop 16 oil wells, which was immediately attended by 51 investors and raised $500,000. A year later, in addition to seven of the 16 wells that were dry, eight wells were producing petroleum gas and one was available for oil production. The gross domestic product for the year amounted to $2.25 million, more than four times that of investment funds. Both the company and the investor made money.

At the end of the same year, they launched the Marsalis Project, which led to the development of 13 oil wells and raised $475,000. As a result, it was another major success, with only 4 dry wells out of 13 wells and an annual GDP of $3 million. Bonnie's career has taken to the next level.

However, nothing is ever smooth sailing, and Bonnie's career is no exception.

The first two great successes had made Bonnie so ambitious that he was desperate to do it. In 1959, a new mining plan was hastily launched. Due to an error in judgment, all the oil wells drilled by the company in Texas over a period of four months were dry, resulting in a total loss of $500,000.

This heavy blow caused the company's business to begin to fall into a trough, and it had to reduce its staff significantly, and at the very least, only 3 people remained. However, Bonnie was not discouraged, and he continued to travel between the United States and Canada, actively looking for opportunities to find the ideal mining site in order to make a comeback.

However, Bonnie's efforts failed again and again, and for three years, there was no improvement. Just when Bonnie was on the verge of despair, an opportunity arose.

In 1962, Bonnie discovered a satisfactory oil field in a small county in Texas that could drill 98 wells and produce 60 barrels of oil per day. At this time, the company's financial situation was no longer in a normal position, and Bonnie had to approve investors at $40,000 per well. Despite this, he earned $750,000 and paid off his debts. The number of workers has increased again.

A wave has not settled, and another wave has risen. McCarter, the major shareholder, knew that the company was coming back from the dead and making money, so he wanted to monopolize the company's management rights. He falsely claimed that he had cancer and would soon die, and demanded that he withdraw his shares and pay off his debts, or else he would take over completely.

Bonnie saw through McCarter's ruse in time, bargained with him, and finally decided to pay off the $350,000 he had demanded in the form of regular payments of $50,000 each, on the condition that McCarter quit the company. McCarter had no choice but to agree.

Bonnie changed the name of the "Petroleum Development Agency" to the "Maisha Petroleum Company" and prepared to march into Wall Street.

In February 1964, he took a bolder step and went public to raise funds, issuing 42 shares, with a turnover of $1.5 million and a net profit of $430,000 in the first year. This was followed by acquisitions, the acquisition of Gilson Oil.

In 1967, the shares of the Wheat Sand Oil Company were worth $35 per share, while in 3 years, the price per share was only $6.

The success of the company has also caught the attention of Wall Street, and people have widely believed that the oil stocks have the potential to increase in value, and they have bought them.

In 1969, Bonnie embarked on another acquisition: the acquisition of the Texas-based Gordon Oil Company. The company issued new shares worth about $8 per share in exchange for Hurgodon shares, and presented subscription certificates to those who wished to exchange them, allowing them to subscribe for the shares over the next five years. This move really went well, and the acquisition task was completed during the year.

Bonnie won one after another in the midst of Wall Street's vicissitudes. In 1971, his private estate was about $10 million.

Since 1973, the Arab world has imposed an oil embargo on Western countries, and oil prices have gradually risen, from $3 to $13 per barrel of oil, to $35 in 1979, and to $180 in 1981. The profits of the Wheat Sand Oil Company have also skyrocketed, and it has become the largest independent oil company in the United States, with total assets of $2 billion.

In December 1982, the biggest acquisition of Bonnie's life began, targeting Gulf Oil, then the country's sixth-largest company. The acquisition lasted half a year and was sold for $13.2 billion. Then, with the support of Wall Street, Bonnie bought the Finas Oil Company, where he had worked as a junior clerk.

In the United States, there are quite a few oil tycoons. But like Bonnie, he has been defeated again and again, and he is the only one to start from scratch. With superhuman perseverance, Bonnie has won praise from people.

□ dodge the sharp blow to Ms. Kafen was a great success

Sometimes, the weak side can only avoid the advantages of strong opponents to gain a certain living space; At the same time, due to the weak appearance, no one cares about choosing the direction, and it is easy to create an illusion for the opponent, so that the opponent ignores his true strength, so as to defeat the opponent.

France is recognized worldwide as the kingdom of fashion. There is a lot of talent and talented fashion designers abound, and it is not easy to make a name for yourself among them. Ms. Karfen, a French and world-renowned fashion designer, is one of the people who stands out, and the secret of her success lies in "avoiding sharpness and laziness".

The general impression is that fashion is always designed for tall women, while small women are often overlooked and forgotten, and this is more or less the case. There is no costume designer who designs clothes specifically for dwarves. Ms. Karfin was born in a country that led the world's fashion trends, and she has her own feelings about this. She has had a strong interest in clothing since she was a child, and has always wanted to open a clothing family to sell the clothes she designed. But Paris is the world of fashion, the competition is fierce, and it is very difficult to develop. Inspired by the idea of "fashion for short women", she was determined to fill the gap in fashion design with her creative work and make a difference in the fashion kingdom.

"I'm only 1.55 meters tall, which is relatively short among women." "When I was younger, I looked at the long-legged and thin-waisted models at fashion shows, and I always wondered why no one designed clothes for them, because women love beauty, and beauty is not just for tall women, and women who are not tall want to dress beautifully, so why doesn't anyone design fashion for them?" So I chose this direction. ”

In 1941, after careful preparation, Karfin opened his own clothing store on the Avenue des Pyramids in Paris. She is designed according to the characteristics of short women, taking care to promote their strengths and avoid their weaknesses, such as never overlooking her chest and shoulders, and avoiding fluffy and bulky sleeves. The style of the whole fashion is natural and generous, with bright lines and a youthful atmosphere. She opened the store during the German Sith occupation of Paris, and the occupation forces imposed restrictions on the French business, but the Caffin clothing store was frequented by many women of poor quality from the beginning because of its own characteristics. After the German surrender in 1945, Karfin moved its clothing store to the Elysées and put up the "Karfin Company" sign for the first time. Since then, she has been known as "Ms. Caffin", so much so that her real name has been forgotten.

Because Caffin designed clothes for women of small stature and was very well-made, the company was always in the limelight. Even some female stars in the entertainment industry at that time, such as Vera Clouzzo, Sophie Domière and others, asked the Cuffin woman to design her performance costumes.

To this day, Ms. Karfin recalls the events of 50 years ago and still can't help but be emotionally excited. She was glad that she was not involved in the competition of her peers at that time, avoided their sharpness, and chose this field where no one competed at that time. This positive decision brought her great success.

Through Ms. Carter's success, it is not difficult to imagine that as long as the market is chosen well and the characteristics are created, even if it is weak, there will be a day when "eyebrows and smiles".

□ fights psychological warfare, and Matsushita has a trick

If employees are closely united and share weal and woe with the company, they can effectively mobilize the enthusiasm and initiative of employees, which is the only way for enterprises to prosper.

Matsushita Electric Industry Group, one of Japan's six independent enterprise groups, is currently the largest civil electrical appliance company, is one of the world's fast-growing typical enterprises, known as the "home appliance kingdom", the so-called "enterprises that do not know the depression" and "the world's healthy children" reputation.

There are many reasons why Panasonic has been able to develop from an insignificant small workshop to a large-scale multinational company, but it is closely related to the strategy of the founder Konosuke Matsushita. He stressed the role of people and paid attention to safeguarding people's hearts. He also adopted spiritual and material stimulation methods to make the employees gather closely around the company.

Konosuke Matsushita pays attention to building corporate cohesion and attaches importance to the role of spirit, and he instills the company's business intentions, guiding ideology, views, and beliefs into his personnel, and is known as "Panasonic who loves to preach". In 1933, Konosuke Matsushita put forward the "spirit to be followed by Matsushita Electric Company", that is, the spirit of serving the country through industry, the spirit of fairness, the spirit of unity, the spirit of striving for progress, the spirit of courtesy and humility, the spirit of adapting to the situation, and the spirit of gratitude and virtue. This is the so-called "Seven Spirits of Panasonic". Before and after work, all employees should sing the club song, recite the "Seven Spirits" in unison, and finally have a "precept".

In addition to his mental strength, Konosuke Matsushita was also skillful in using material means to implement what he called a "high welfare" policy: he encouraged employees to invest in the company and establish a "savings system".

After the company was reorganized into a limited company, the "investment savings system" with incentives was introduced. Panasonic has also established a new "housing system for employees", and at the same time improved the system of housing sales and loans, and established a welfare pension system, changing retirement pensions to lifelong pensions according to the wishes of employees.

Since 1966, Panasonic has established a work system that combines the type of work with the ability to work, and promoted and upgraded according to the order of strength, so as to give full play to the talents of each individual. Panasonic also instills in its employees the idea of "all-staff management" and "collective management", that is, the management of the company is "the comprehensive power of all employees to gather their spirit, body, and capital." The so-called "employees' own affairs" are advertised in order to make them feel that they are the protagonists of Matsushita Electric. Konosuke Matsushita has established a proposal award system, and the company spares no expense to solicit constructive suggestions from employees. Absorbing suggestions can improve product quality, improve work efficiency, motivate the morale of employees, give people the impression that a worker can participate in management, enhance the cohesion of the company, and make the company benefit shallow.

Under the guidance of these measures and strategies taken by Konosuke Matsushita, the company won the hearts and minds of the people, and the employees had a sense of intimacy with the company, forming a common idea with the company's destiny, and actively participating in the company's production and operation.

Panasonic has adopted the method of building corporate cohesion, and has risen rapidly and has been prosperous for a long time.

□ painstakingly managed Changyu brandy and became known as Panama

As long as you seize the opportunity, with unremitting efforts, anyone can win.

In 1915, at the Panama International Exposition, the host solemnly announced:

"The brandy of China Changyu Brewing Company won the gold medal of this competition", the hall burst into thunderous applause. Zhang Zhenxun, who is already old, walked up to the podium, stretched out his wrinkled hand, and took the glittering medal from the host's hand. He said with infinite emotion: "I finally got my wish and made the best wine in the world!" ”

In 1840, Zhang Zhenxun, the founder of the famous Changyu Brewing Company, was born in the home of a rural private school in Daxian County, Guangdong. Although his father practiced medicine in addition to teaching, the family was still very poor. Xiao Zhenxun followed his father in a private school for a few years, and when he was thirteen or fourteen years old, he had to drop out of school to herd cattle at his brother-in-law's house. When he was 16 years old, there was a rare drought in his hometown, and people were starving to death everywhere, so Xiao Zhen and his brother went up the mountain every day to dig grass roots and peel tree bark to feed the family.

At this time, a Nanyang overseas Chinese surnamed Huang in the village returned from Jakarta, Indonesia to visit relatives, and when he saw that the shortage was serious, he generously took out money and gave a bucket of white rice to every household in the same village. The villagers were very grateful to him. Zhang Zhenxun was very envious, so he found this overseas Chinese to inquire if he could take him to Nanyang to work and earn money. The overseas Chinese surnamed Huang saw that he was smart and flexible, and he was diligent, so he agreed.

After Zhang Zhenxun arrived in Indonesia, although he had a place with the help of overseas Chinese surnamed Huang, he did not find a job for two consecutive months, and finally had to work as a very dangerous miner.

After 3 years of hard work, Zhang Zhenxun became a helper in a paper shop opened by overseas Chinese in Fujian. He knows that this job is not easy to come by, so as long as it is ordered by the boss, he will do it seriously and steadfastly, even if one person does the work of two people, he never complains.

The boss of the paper store valued him very much, first let him be a salesman, and later promoted him to be Mr. Fang, entrusting him with the management of the whole store's accounts and the entry and exit of money. Zhang Zhenxun also lived up to the trust of his boss and worked hard to run large and small businesses, and the paper store obtained a profit of 50,000 Lan Dong that year. At this time, someone secretly encouraged him to find an opportunity to take the money from the store back to his hometown and live a happy life. Zhang Zhenxun thought it was immoral to do so and firmly refused. After Boss Chen found out, he paid more attention to this young man and felt that he was a reliable person, so he married his only daughter to Zhang Zhenxun.

Before his death, Boss Chen entrusted everything behind him to Zhang Zhenxun. After the burial, Zhang Zhenxun and his wife discussed how to develop their future careers. The best development prospect of the local business situation is the liquor store. Because, the Dutch colonialists spent all their time on wine and squandered it, and they couldn't do without it all the time, and among the local residents, there were also good drinkers. So he decided to close the paper shop and open the liquor store instead.

Sure enough, after the opening of the liquor store, business was very prosperous. Zhang Zhenxun is a caring person, who pays attention to understanding the local customs and makes friends from all walks of life when treating customers.

Even the highest governor of the land, the Dutchman Henry, became his friend. Later, when bidding for the right to conduct the city liquor tax and pawn donations, Zhang Zhenxun won easily with the help of Henry. undertook liquor tax and pawn donations, and the profits were very high, and Zhang Zhenxun's wealth increased day by day. At the same time, through Henry's connections, he gradually expanded the business to other cities and other goods. In just a few years, Zhang Zhenxun has become a well-known local tycoon.

However, Zhang Zhenxun is not satisfied, and he has been looking for a more promising developer. In 1866, a new entrepreneurial opportunity arose. In order to develop the nearby islands, the local government called on overseas Chinese to invest in reclamation. Zhang Zhenxun believes that the islands in the South China Sea have fertile land and suitable climate, and the prospects for development will be good, which is a good opportunity to show their talents! So he went to Groba Rough, also a Dutch colony, and founded a Yuken Breeding Company. The company hired a group of overseas Chinese workers to reclaim a piece of wasteland, grow cash crops such as coffee, coconut and tea, and interplant miscellaneous grains in the field. After a few years of force, what was once a jungle swamp was transformed into a fertile countryside. His income did not increase as a result.

After that, Zhang Zhenxun went to Sumatra to run a reclamation business, opened the Aceh Reclamation Division, and successively set up a rubber plantation, a tea plantation, a fish pond and a bank, and became a wealthy "rich man on Sumatra".

In the summer of 1891, at the invitation of Sheng Xuanhuai, the Minister of Railways of the Qing Government, Zhang Zhenxun discussed investment matters in Yantai, Shandong. During the conversation, Zhang Zhenxun brought up an old story: more than 10 years ago, he had dinner with a French consul, who said that the climate and environment in Tianjin and Yantai in China are suitable for grape growth, and the grapes there can be used to make high-quality wine. Now that he is in Yantai, he is eager to inspect the situation of grape growth. Coincidentally, Sheng Xuanhuai also had this idea for a long time, believing that Yantai is rich in grapes and low in price, which is very suitable for building a winery. The two coincide!

In September 1894, Zhang Zhenxun's Yantai Changyu Brewing Company was officially approved by the government, and was granted a 15-year patent and a three-year tax exemption policy in Zhili (now Hebei), Fengtian (now Liaoning), and Shandong. This was the first new brewing company in modern China and the largest in the Far East at that time.

Zhang Zhenxun took the first step on the road to the king of winemaking. He used to run a business and has a general understanding of the famous wines of various countries; He also ran a reclamation company, and he knew how to manage the production of vineyards in the raw material base, which were all favorable conditions for him to start a brewing company. However, he is a complete amateur when it comes to the craft of making wine. At first, he asked people to find relevant information from ancient Chinese records and test them himself. However, although China's winemaking industry has a long history, it has always been based on grain, and the records about wine are almost blank. Jang had to hope for foreign winemakers. In the spring of 1892, Zhang Zhenxun hired the famous British brewer Russian phosphorus to come to Yantai with a lot of money, and the two cooperated happily. Unfortunately, two years later, Russian phosphorus died suddenly due to tooth extraction. At the critical juncture of the preparation for the construction of the winery, Zhang Zhenxun had to urgently hire a new winemaker. Someone recommended the Dutchman Redfer. Teo asked Red to start wine tastings, and he returned to Singapore to deal with the affairs of the South Seas. No, Redford came to Singapore with a sample of the trial wine to report the good news to Zhang Zhenxun, and boasted about how well his wine was made. However, Zhang Zhenxun took the wine sample to the local home brewing company for testing, but the result disappointed him. The chemist said to him: "From the results of the test, the quality of the grapes in your country is very good, but your winemaking skills are really not good, maybe your winemaker does not know how to make wine at all!" Zhang Zhenxun then realized that Redford was a liar, so he drove him away.

Soon, a friend helped him hire a winemaker named Wow from Austria.

Zhang Zhenxun accepted the lesson, personally accompanied the winemaker to Yantai, and really observed and tested him, believing that Wow Wu not only had exquisite winemaking skills, but also was loyal and honest, so he entrusted the overall situation to him.

However, because of his advanced age and frailty, he had only worked for a short period of time, and he felt that he was unable to take on such a heavy task, and asked for his resignation.

Zhang Zhenxun had to look for the winemaker again.

In 1896, when Zhang Zhenxun was talking with the Austrian consul in Yantai, Sir Palbao, he mentioned the matter of three requests for winemakers and finally failed, and he was very troubled. Pao laughed and said:

"There's a genius brewing expert in front of you, why don't you invite him?"

Under the question, Zhang Zhenxun was overjoyed. His father was a famous winemaker in Austria, and he loved winemaking since he was a child, and he has been learning winemaking techniques from his father and working in a winery. Zhang Zhenxun immediately invited Pao Bao to preside over the technical work of Changyu Brewing Company. Seeing that Zhang Zhenxun was infatuated with the development of the wine industry, he was eager to seek talents, and this job was his own interest, so he said on the spot that he was willing to resign from his diplomatic post and return to his old business to help Zhang Zhenxun!

This is really "stepping on iron shoes and finding nowhere to go, and it takes no effort to get it".

By 1908, after more than ten years of painstaking management, Yantai Changyu Brewery was finally ready. The company has two vineyards covering an area of nearly 1,000 acres and 124 varieties as raw material production bases; There are three floors of factory buildings, a 1,976 square meter lower wine cellar and a glass factory; In addition, we have purchased equipment such as presses, fermentation, and white oak storage barrels from abroad. Yantai Changyu Brewing Company officially opened.

In April 1915, Zhang Zhenxun, who was the head of the Chinese industrial delegation, led a powerful delegation to the United States. They passed through San Francisco, coinciding with San Francisco hosting the Panama International Commodities Fair. Zhang Zhenxun sent someone to send the Changyu wine he was carrying to participate in the competition. The competition was announced, and Changyu Brandy won the International Gold Medal, while Changyu Distillery's Vermouth and Rose Fragrance also won the Quality Medal.

After returning to China, Zhang Zhenxun miniature the gold medal pattern on the trademark, which is the origin of the "gold medal brandy" that is still famous all over the world.

Zhang Zhenxun seized the opportunity, and Changyu brandy won the glory.

□ it all starts with making friends

If a person can impress the other person psychologically, it is possible to become a confidant.

Eastman, the founder of the famous American Kodak company, donated a huge amount of money to build a music hall, a memorial and a theater in Rost. In order to take on the seats in these buildings, there was a fierce competition among many manufacturers. However, the businessmen who came to talk to Sman for business all came with joy and left in disappointment, and found nothing.

It was in this context that Adams, the manager of Grace Seats, went to meet with Iman, hoping to get the deal.

When Adams was taken to Eastman's office, he saw a pile of papers on his desk, and he stood there quietly, taking a closer look at the office.

When Eastman had finished his business, he looked up and asked Adams, "Sir, what do you have to say?" ”

At this time, Adams was not in a hurry to talk about business, and he said, "Mr. Eastman, I have carefully observed this office of yours while I am treating you. I myself have been engaged in carpentry for a long time, but I have never seen an office so exquisitely decorated. ”

Eastman replied, "Oops! You reminded me of something I almost forgot that I designed this office with my own hands. When it was first decorated, I liked it very much, but then I was so busy that I didn't have a chance to take a closer look at it for weeks. ”

Adams went to the wall and rubbed his hand on the plank, and said, "I think it's English oak, isn't it?" This is not the case with Italian oak textures. ”

Eastman stood up happily and replied, "Exactly, it was a special trip to England for a friend of mine who specializes in internal wood. ”

Eastman was in a good mood, so he took Adams on a careful tour of the office, and explained all the decorations of the office to Adams in detail, from the wood to the proportions, from the proportions to the color matching, and then to the details of his design of the outfit. Meanwhile, Adams listened with a smile on his face.

When it was time for lunch, Eastman warmly invited Adams to join him in the meal. Until then, the two of them did not talk about business, but they still talked about decoration, and they felt like they were late.

Shortly thereafter, Adams not only received a large number of orders, but also formed a strong friendship with Eastman. Adams got a long-term big client.

Adams started with Eastman's work environment and praised his ingenuity, which greatly satisfied Eastman's self-esteem and made friends. Naturally, Ardes won the business.