1
00:00:00,230 –> 00:00:01,020
这个关键
2
00:00:01,420 –> 00:00:02,440
这是最大的问题
3
00:00:02,440 –> 00:00:02,940
好了
4
00:00:03,250 –> 00:00:03,890
接下来
5
00:00:05,610 –> 00:00:08,560
我们把五大心法告诉大家了
6
00:00:08,800 –> 00:00:10,710
这是五大心法来
7
00:00:11,320 –> 00:00:12,290
在我的
8
00:00:13,200 –> 00:00:14,560
核爆思维里边
9
00:00:15,170 –> 00:00:16,950
就不讲这5大心法吧
10
00:00:17,710 –> 00:00:18,840
不叫五大心法
11
00:00:18,840 –> 00:00:20,150
是叫五大操作
12
00:00:20,560 –> 00:00:22,520
怎样无中生有的操作原理
13
00:00:22,990 –> 00:00:24,950
怎样无我利他的操作原理
14
00:00:25,240 –> 00:00:27,410
怎样不卖产品的操作路径
15
00:00:27,610 –> 00:00:29,930
怎么不断差价的操作路径
16
00:00:29,980 –> 00:00:32,120
怎么不务正业的操作路径
17
00:00:32,320 –> 00:00:33,560
你先了解心法
18
00:00:33,850 –> 00:00:35,690
具体操作在荷包上
19
00:00:35,770 –> 00:00:36,920
各位好还是吧
20
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哎
21
00:00:38,065 –> 00:00:38,970
是这么个逻辑
22
00:00:39,170 –> 00:00:39,690
好了
23
00:00:39,830 –> 00:00:42,780
接下来设计商业模式的6大
24
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不走
25
00:00:45,170 –> 00:00:48,450
6大步骤设计商业模式的6大步骤
26
00:00:48,040 –> 00:00:52,800
第一个
27
00:00:53,440 –> 00:00:56,790
写上瞄准非顾客隐性需求
28
00:00:58,110 –> 00:00:59,960
叫瞄准非顾客的什么
29
00:01:00,830 –> 00:01:02,580
隐性需求
30
00:01:03,180 –> 00:01:03,730
各位
31
00:01:05,160 –> 00:01:06,790
客户有2种
32
00:01:07,340 –> 00:01:09,120
第一个叫准顾客
33
00:01:09,730 –> 00:01:10,730
第二个叫什么
34
00:01:11,330 –> 00:01:12,150
非不可
35
00:01:12,700 –> 00:01:13,910
需求有两类
36
00:01:14,320 –> 00:01:16,370
一个叫隐性需求
37
00:01:16,450 –> 00:01:19,070
一个叫什么显性需求
38
00:01:19,240 –> 00:01:20,120
白板抬上来
39
00:01:20,500 –> 00:01:21,060
给大家
40
00:01:22,240 –> 00:01:23,420
重点解释一下吧
41
00:01:24,560 –> 00:01:26,050
重点解释一下你就明白了
42
00:01:29,550 –> 00:01:30,130
客户
43
00:01:32,170 –> 00:01:32,750
需求
44
00:01:35,400 –> 00:01:37,510
为什么他成为了你的客户
45
00:01:38,240 –> 00:01:40,650
一定是你满足了他的需求
46
00:01:40,760 –> 00:01:42,840
你创造了他的需求
47
00:01:43,660 –> 00:01:47,300
因为他为需求而买单
48
00:01:47,580 –> 00:01:50,740
为价值而买单来告诉我对不对
49
00:01:50,375 –> 00:01:53,990
客户呢
50
00:01:54,280 –> 00:01:55,190
他分两类
51
00:01:55,390 –> 00:01:56,000
第一个
52
00:01:57,670 –> 00:01:58,820
叫准客户
53
00:01:59,220 –> 00:01:59,810
第二个
54
00:02:00,440 –> 00:02:01,570
叫非客户
55
00:02:04,000 –> 00:02:04,790
需求呢
56
00:02:05,140 –> 00:02:05,900
第一个呢
57
00:02:06,250 –> 00:02:06,650
叫
58
00:02:07,590 –> 00:02:08,620
显性需求
59
00:02:10,210 –> 00:02:11,180
显性需求
60
00:02:12,520 –> 00:02:13,310
第二个
61
00:02:13,900 –> 00:02:15,770
叫隐性需求
62
00:02:16,700 –> 00:02:18,030
教育隐性需求
63
00:02:19,220 –> 00:02:19,620
而
64
00:02:20,490 –> 00:02:23,950
设计商业模式的底层逻辑是瞄准
65
00:02:24,210 –> 00:02:25,750
非顾客的什么需求
66
00:02:29,060 –> 00:02:29,460
而
67
00:02:30,440 –> 00:02:34,255
咱们过去天天思考的是瞄准准
68
00:02:34,255 –> 00:02:35,340
顾客的什么需求
69
00:02:37,140 –> 00:02:37,900
这条路
70
00:02:43,420 –> 00:02:44,160
举例说明
71
00:02:46,160 –> 00:02:46,560
呃
72
00:02:53,120 –> 00:02:54,870
这里是营销
73
00:02:57,400 –> 00:02:58,510
这里是管理
74
00:03:02,660 –> 00:03:05,855
今天产品面临的最大的问题是
75
00:03:05,855 –> 00:03:06,760
同质化
76
00:03:08,280 –> 00:03:09,530
和价格
77
00:03:14,730 –> 00:03:16,820
营销面临最大的问题是上不去
78
00:03:16,820 –> 00:03:17,090
了
79
00:03:17,090 –> 00:03:18,070
收入上不去了
80
00:03:18,540 –> 00:03:20,330
管理最大的问题是成本怎么样
81
00:03:19,875 –> 00:03:21,930
下不来了
82
00:03:22,040 –> 00:03:23,490
就卡住了好了
83
00:03:23,930 –> 00:03:25,830
为什么说今天
84
00:03:26,550 –> 00:03:27,190
老板
85
00:03:27,570 –> 00:03:29,200
只要是你在抓什么
86
00:03:29,820 –> 00:03:31,670
只要你在抓产品升级
87
00:03:31,750 –> 00:03:32,660
市场营销
88
00:03:32,980 –> 00:03:33,800
内部管理
89
00:03:34,580 –> 00:03:36,310
企业永远没有破局之道
90
00:03:37,220 –> 00:03:38,160
只要你抓
91
00:03:38,780 –> 00:03:39,520
产品升级
92
00:03:39,750 –> 00:03:40,660
市场营销
93
00:03:40,830 –> 00:03:41,600
内部管理
94
00:03:41,600 –> 00:03:43,210
你的企业永远无法突围
95
00:03:43,470 –> 00:03:44,110
为什么
96
00:03:45,450 –> 00:03:46,270
举例说明
97
00:03:47,200 –> 00:03:47,970
举例说明
98
00:03:51,580 –> 00:03:52,290
有一辆车
99
00:03:56,450 –> 00:03:58,500
你现在生活在
100
00:03:59,390 –> 00:04:00,840
一二线城市
101
00:04:02,060 –> 00:04:04,410
2线到3线城市的
102
00:04:05,180 –> 00:04:05,890
请举个手
103
00:04:06,150 –> 00:04:07,910
你生生活在一二线城市
104
00:04:07,910 –> 00:04:09,610
二线线城市的好数放家
105
00:04:10,100 –> 00:04:13,660
你们上下班高峰期的时候开车
106
00:04:13,660 –> 00:04:14,520
会不会堵车
107
00:04:15,280 –> 00:04:16,635
上下班高峰期
108
00:04:16,635 –> 00:04:17,510
你那个城市
109
00:04:17,530 –> 00:04:18,890
你那个路会不会堵车
110
00:04:19,450 –> 00:04:19,725
来
111
00:04:19,725 –> 00:04:21,530
觉得会的请举手那
112
00:04:23,250 –> 00:04:24,010
你堵车
113
00:04:26,050 –> 00:04:27,770
跟你开的什么车
114
00:04:28,440 –> 00:04:29,360
关系大不大
115
00:04:30,490 –> 00:04:31,010
就是
116
00:04:31,800 –> 00:04:33,340
你开的是10万的车
117
00:04:33,360 –> 00:04:34,940
你把它换个100万的车
118
00:04:34,940 –> 00:04:35,710
他就不堵了
119
00:04:36,240 –> 00:04:37,180
会不会在乎
120
00:04:38,480 –> 00:04:39,400
回答我会不会
121
00:04:40,160 –> 00:04:41,610
你觉得不会的请举手
122
00:04:42,050 –> 00:04:43,290
所以好啦
123
00:04:43,840 –> 00:04:45,380
那就是给吃的什么
124
00:04:46,160 –> 00:04:47,620
给车的品牌
125
00:04:48,830 –> 00:04:49,860
车的品牌
126
00:04:51,150 –> 00:04:52,030
没有关系
127
00:04:52,350 –> 00:04:55,270
车的品牌本身不就是产品吗
128
00:04:55,350 –> 00:04:55,715
哦
129
00:04:55,715 –> 00:04:57,010
我充10万的车啊
130
00:04:57,710 –> 00:04:58,510
变成100万的
131
00:04:58,540 –> 00:04:58,750
车
132
00:04:58,750 –> 00:04:59,730
我的车就不堵了
133
00:04:59,810 –> 00:05:00,070
可能
134
00:05:01,340 –> 00:05:02,130
来第二个
135
00:05:03,040 –> 00:05:04,867
跟你的车技关系大不大
136
00:05:04,867 –> 00:05:05,330
车技
137
00:05:05,970 –> 00:05:08,380
就是我刚拿出来驾照
138
00:05:09,960 –> 00:05:11,110
你开了10年
139
00:05:11,280 –> 00:05:12,970
所以赌我的不赌你的
140
00:05:13,290 –> 00:05:14,720
因为你车技比我好
141
00:05:14,720 –> 00:05:16,925
所以堵车只堵我车技一般的
142
00:05:16,925 –> 00:05:18,530
你车技好的就不堵来
143
00:05:18,530 –> 00:05:19,510
你觉得是不是这样
144
00:05:20,270 –> 00:05:21,160
那觉得不是的
145
00:05:21,160 –> 00:05:21,600
其实
146
00:05:22,720 –> 00:05:24,710
可见跟车技无关
147
00:05:24,970 –> 00:05:25,245
来
148
00:05:25,245 –> 00:05:25,670
各位
149
00:05:26,970 –> 00:05:29,620
车技不就是开车的能力吗
150
00:05:30,390 –> 00:05:32,300
不就是车的驾驭
151
00:05:32,300 –> 00:05:33,640
车的营销水平吗
152
00:05:33,960 –> 00:05:35,500
来跟这个无关
153
00:05:35,760 –> 00:05:37,180
来第3个
154
00:05:38,560 –> 00:05:40,190
我的车没保养
155
00:05:40,600 –> 00:05:41,700
你的车保养了
156
00:05:42,140 –> 00:05:43,540
我的车没换机油
157
00:05:43,740 –> 00:05:45,040
你的车换机油了
158
00:05:45,300 –> 00:05:46,880
我的车没换
159
00:05:46,880 –> 00:05:47,975
轮胎有磨损
160
00:05:47,975 –> 00:05:48,995
你的车换了
161
00:05:48,995 –> 00:05:50,380
你的车换了刹车片
162
00:05:50,550 –> 00:05:51,490
我的车没换
163
00:05:51,600 –> 00:05:54,245
所以你的车的车况很到位
164
00:05:54,245 –> 00:05:54,850
车况
165
00:05:54,990 –> 00:05:56,800
你的车的内部的管理
166
00:05:57,000 –> 00:05:58,490
刹车机油
167
00:05:58,760 –> 00:05:59,455
滤芯
168
00:05:59,455 –> 00:05:59,980
空芯
169
00:05:59,980 –> 00:06:00,810
你的车况
170
00:06:00,890 –> 00:06:03,220
车的内部的整体状况管理很到位
171
00:06:02,830 –> 00:06:03,960
我的一般
172
00:06:04,040 –> 00:06:05,130
所以就堵我的
173
00:06:05,150 –> 00:06:06,000
不堵你的
174
00:06:06,290 –> 00:06:07,470
你觉得是这样子吗
175
00:06:07,940 –> 00:06:08,215
来
176
00:06:08,215 –> 00:06:09,390
觉得不适的请举手
177
00:06:09,890 –> 00:06:10,480
因此
178
00:06:10,480 –> 00:06:10,860
各位
179
00:06:12,370 –> 00:06:13,010
车技
180
00:06:13,970 –> 00:06:14,910
相当于营销
181
00:06:15,530 –> 00:06:16,950
车况相当于管理
182
00:06:17,180 –> 00:06:19,440
车的品牌相当于车本身
183
00:06:19,760 –> 00:06:21,330
所以你有没有发现一个问题
184
00:06:21,920 –> 00:06:23,710
当你的车堵
185
00:06:23,770 –> 00:06:25,040
在路上的时候
186
00:06:25,450 –> 00:06:26,775
其实车的品牌
187
00:06:26,775 –> 00:06:27,435
车的技术
188
00:06:27,435 –> 00:06:28,610
车的矿不重要
189
00:06:28,720 –> 00:06:30,470
那因此当你
190
00:06:31,490 –> 00:06:38,380
的产品处于市场的威力期和产品
191
00:06:38,380 –> 00:06:43,660
的泛滥和产品的过剩的中国这个
192
00:06:43,660 –> 00:06:45,870
产能过剩的市场的时候
193
00:06:46,070 –> 00:06:49,060
其实跟你的产品的升级到什么
194
00:06:49,060 –> 00:06:49,560
程度
195
00:06:49,610 –> 00:06:51,400
跟你的营销做到什么程度
196
00:06:51,400 –> 00:06:53,040
跟你的管理做到什么程度
197
00:06:53,060 –> 00:06:54,880
其实本质上关系并不大
198
00:06:54,880 –> 00:06:55,840
你们告诉我对不对
199
00:06:56,940 –> 00:06:58,500
不会因为你的产品
200
00:06:58,720 –> 00:06:59,670
比对手好
201
00:07:00,120 –> 00:07:00,450
不会
202
00:07:00,450 –> 00:07:02,000
因为你的营销比对手好
203
00:07:02,260 –> 00:07:04,140
不会因为你的管理比对手好
204
00:07:04,160 –> 00:07:04,450
你的
205
00:07:04,920 –> 00:07:05,370
利润
206
00:07:05,370 –> 00:07:07,125
你的营业额就比对手多5倍
207
00:07:07,125 –> 00:07:07,730
多10倍
208
00:07:07,900 –> 00:07:09,320
这件事很难
209
00:07:09,950 –> 00:07:11,730
很难很难
210
00:07:12,050 –> 00:07:12,960
坦率来说
211
00:07:13,040 –> 00:07:13,690
抓产品
212
00:07:13,690 –> 00:07:14,200
抓营销
213
00:07:14,200 –> 00:07:14,760
抓管理
214
00:07:14,990 –> 00:07:15,900
送你4个字
215
00:07:16,500 –> 00:07:17,360
一杯水
216
00:07:20,140 –> 00:07:21,170
杯水车薪
217
00:07:21,490 –> 00:07:22,130
因此
218
00:07:22,420 –> 00:07:23,030
此时
219
00:07:24,140 –> 00:07:26,830
我们设计商业模式必须遵循四个
220
00:07:26,830 –> 00:07:27,210
维度
221
00:07:29,130 –> 00:07:29,740
叫做
222
00:07:30,280 –> 00:07:30,680
外
223
00:07:32,490 –> 00:07:33,080
超车
224
00:07:33,080 –> 00:07:34,360
这都是陈老师总结的
225
00:07:34,440 –> 00:07:36,220
叫做换道超车
226
00:07:37,040 –> 00:07:37,650
错位
227
00:07:38,520 –> 00:07:39,050
竞争
228
00:07:39,810 –> 00:07:40,450
错位
229
00:07:42,410 –> 00:07:42,810
来
230
00:07:43,040 –> 00:07:44,880
大家跟我说换道超车
231
00:07:46,240 –> 00:07:47,090
错位性的
232
00:07:48,890 –> 00:07:51,625
从产品营销管理的道给我换到
233
00:07:51,625 –> 00:07:52,230
什么道呢
234
00:07:53,690 –> 00:07:54,870
给我换到
235
00:07:55,500 –> 00:07:56,610
以模式为中心
236
00:07:56,610 –> 00:07:58,500
从产品到模式为中
237
00:07:58,540 –> 00:07:58,920
这些
238
00:07:59,240 –> 00:07:59,850
然后
239
00:08:00,970 –> 00:08:01,910
不去搞
240
00:08:03,890 –> 00:08:04,590
营销
241
00:08:06,160 –> 00:08:06,870
烧伤
242
00:08:08,870 –> 00:08:10,260
不去搞管理
243
00:08:13,810 –> 00:08:15,470
融资金融资源
244
00:08:15,760 –> 00:08:16,610
招代理
245
00:08:16,630 –> 00:08:17,450
建渠道
246
00:08:17,650 –> 00:08:19,010
设计商业模式
247
00:08:19,180 –> 00:08:21,710
这本身它就是一个换道
248
00:08:21,760 –> 00:08:23,390
这本身就是一个错位
249
00:08:23,410 –> 00:08:24,590
大家告诉我是不是
250
00:08:25,380 –> 00:08:25,935
才同意的
251
00:08:25,935 –> 00:08:26,480
就是走
252
00:08:26,800 –> 00:08:27,290
所以
253
00:08:28,240 –> 00:08:29,625
过去是准顾客
254
00:08:29,625 –> 00:08:30,735
现在到非顾客
255
00:08:30,735 –> 00:08:31,670
这就是换道
256
00:08:32,020 –> 00:08:33,650
过去是显性需求
257
00:08:33,700 –> 00:08:35,460
现在开始研究隐性需求
258
00:08:35,460 –> 00:08:36,320
这就是换道
259
00:08:38,140 –> 00:08:38,690
大家
260
00:08:39,320 –> 00:08:40,570
同意的请举手
261
00:08:41,020 –> 00:08:41,820
好走方向
262
00:08:43,100 –> 00:08:45,775
针对陈老师教的商业模式六大
263
00:08:45,775 –> 00:08:46,980
步骤1和步骤2
264
00:08:47,120 –> 00:08:47,875
我们要思考
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第一
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谁是我的客户
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第二个
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你要思考的是
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站在更庞大的市场
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站在更庞大的市场
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稍微测一下谁是你的客
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举例说明
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拉丁舞
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对于整个广州而言
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或者这里是佛山而言
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每个城市跳拉丁舞的人是有限
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的
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而那些不跳拉丁舞的人是非顾客
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那些跳拉丁舞的是准顾客
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而大家只争夺准顾客
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你有没有发现
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被你所能够争夺的准顾客永远
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是有限的
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大家说是不是这样子的
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你应该从准顾客迈向什么
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对
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迈向非顾客
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这个城市有1000万人口
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而真正跳拉丁舞的
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可能就那5万人
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你为什么老盯着那5万人
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你为什么不盯着
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那900万人去开发他们的需求
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去引领他们的需求
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去培育他们的市场来
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所以你要打开你的逻辑
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美容院
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要盯着那个美容的人
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你要盯着那个从来不美容的人
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他一旦开始美