The purpose of innovation: to make people "remember"

The purpose of innovation: to make people "remember"

I look at my children and often think, when they grow up, what will be popular in that world?

 

 

 

I grew up in a world where companies happened to worship "innovation".When I was at Stanford, it was at its peak. So "innovation" was like a campus slogan. It would be said in class, it would be said in the school newspaper, it would be written by the DM at the factory...The word is everywhere.

And innovation is what difficult knowledge!In fact, it is a simple action, to produce a "never-before-seen", the more never-before-seen, the better, the more no burden, the better, amazing, is innovation.At that time, the popularity of "innovation" is really in full swing, innovation is like a "panacea", the company is not good, innovation and transformation!Competition is fierce, innovation breaks out!Everything depends on "innovation" to win.It seems to be an outbreak of excessive repression, a centuries-long search for the right answer and a desire to grow after searching for the right answer. However, because "innovation" seems to have little depth, it seems destined to be just a "fashion", and then disappeared.

From the recent network atmosphere gradually found, "innovation" upsurge, really also want to decline, to end!The analysis began again, looking for the right answers, and many of the old cases were pulled back for the most in-depth analysis of the decade.We have gradually stopped talking about "innovation". When we speak the word, people think we were the product of five years ago.

However, a rare speech yesterday mentioned the "Internet search", even himself surprised by his answer.I am answering, why every day in the search engine above the search east search west, published, can actually bring value for their own?

My conclusion: "When someone gets something from you" for the first time, "he will always remember you.

In more colloquial terms, "when someone hears something new from you, they remember it."

I've been thinking about it all the time, and the more I think about it, the more it makes sense.It turns out that innovation is a way of "marketing".The biggest effect of innovation is to make people "remember" us.(I happened to be listening to Chang Hui-mei's old song "Remember," which may also have something to do with it.)

After going home, I dug out the old article of "Layout at Point C" which I had been trying to innovate, and then sorted out the dish to show my disgrace.The article is as follows --

The most beautiful expression of human intelligence is when he is creating.The paintings of Leonardo da Vinci and the engravings of Michelangelo infiltrate the author's own ideas through millennia of craftsmanship, creating new objects that plant new definitions in the human mind.That's what art is all about!

A well-known artist left a public "declaration of love" on the Internet. It went something like this:"Cold current strikes in the past two days, the sky floating with the rain, but my heart is warm, because I saw my family my friends encourage, the bottom of his heart was moved. Along the way, sentient days have rain, but you never leave me, but always supporting me... for not understanding or disagree with my friends, I also accept, and be grateful,In the future, I will continue to work hard..."

This article I specially copied down, I see "warm", "hit from the bottom of my heart moved", "grateful", "to be brave", are "canned" nouns.I love this article, but I can't help but feel that it reflects a universal phenomenon.Chinese idioms are rich and profound, but in the end, we just use them as a big single word.For example, when we see a beautiful scene in front of us, we occasionally recite Tang poems in addition to idioms, but we will not use other words to describe them except idioms or Tang poems.This is the tragedy of human linguistics.Words are no longer used to describe the beauty of life.Language, in the end, is just a combination of permutations thrown out of your head.Is the human brain so big that it can store idioms and words and spit them out "at the right time"?

The same is true in the West.Invite someone to have a sumptuous dinner, after dinner ask: "was the meal good?"The Oriental replied, "Not bad, not bad, quite delicious!"Western people say: "Not bad! It's pretty impressive!"It's all reflexes of some sort. The human brain, devoted entirely to memory access, is completely devoid of creative energy.

Few modern people go to praise life with detailed language.Modern people don't want to describe the object in front of them, they don't want to let the other person know how delicious this dish is!As a result, modern people have changed and become only capable of searching memory for appropriate words.

Not only in terms of language, modern people have so much information that they have no time to rethink completely new things. Instead, they can only arrange and combine all kinds of information they have heard in their minds to piece together a conclusion.

Therefore, modern people, not easy to "remember".

And lost the desire to be remembered!Nowadays, elementary school students still have to take composition classes, but for them, composition is only about finding the best arrangement and getting high marks, which is not a way for teachers to "remember" or for your readers to "remember".

There is, however, a group of modern writers who have emerged.The most powerful modern writer, not necessarily in the "literature prize" inside to find, because, modern literature, in the big city on the road can be seen everywhere!They are so eager to be "remembered"!

What is modern literature?

The copy of the house advertisement is so well written that it not only attracts people's attention, but also opens the wallet.It is modern literature.Gosh, literature has a conversion rate!

However, the voice of the current alternative "literary world" is not loud enough. They are too busy making money to have time to make themselves into artists and writers.They didn't call themselves writers at all, though what they wrote struck a "chord" with modern readers that made them open their wallets!Marketing is the modern Picasso, and the writers of marketing literature should be regarded as great writers.

The above is the article five years ago, and now look back at the article at that time, young and arrogant do not understand, pull a little far, tone a little too sharp.But I want to say is that the human energy part has a lot of innovation, has now been transferred to "marketing" propaganda, because it is a very bloody "battlefield", and so long, we found that "innovation" in other places might just have been popular slogan, but in terms of marketing, the key elements of the innovation is always the same.

Because, innovation, can let a person remember.

The meaning of this sentence is much deeper than you think. It can be applied to everything.Let's imagine, if we open a cake shop.

If we open a cake shop, we have three kinds of cake products, one is the most popular flavor "egg cake", one is our most famous "strawberry cake", and one is a new creative "mint cake".

Although, this is a new cake shop, but once the "egg cake" is launched, it can be guaranteed to sell 100 pieces a day, because everyone loves it, so they take one by the way.The "Strawberry Cake" is the master's specialty, which will be highly praised and widely spread after it is launched, while the "Mint Cake" is the master's new idea and has been successfully prepared. However, there are not many consumers dare to buy.

Now, the store is to "take a name", to hang a few words outside the store as the most important name, please, should hang "egg cake", "strawberry cake", or "mint cake"?

Put on "egg cake", there is no difference with other places, will buy is will buy, can't buy or won't buy.

Put on the "strawberry cake", eat feel delicious customers to introduce other colleagues, colleagues are very good to recognize.

But what about "mint cake"?People who want to eat cake, even though they don't eat mint, will think that this bakery will have egg cake, so they come over anyway.And those who eat delicious customers, it is also very simple to introduce "mint cake" these four words to colleagues and friends "identify the name" to buy.

This may not be a very good example of fiction, but any good thing in the world starts with "remembering", and then the next action is taken.If "innovation" is the best way to "remember," then innovation will be something we'll study forever.

Let the boss remember, let the colleague remember, let the girl who secretly remembers, let the future noble person remember......Good things will keep happening.

So what else is there to innovate today?