Fortune magazine and Forbes magazine to use numbers to assess the company's success or failure. The success of the company is shown by the large sales figures, the magnitude of the numbers benefit, productivity figures, large numbers through ability global market, the magnitude of the numbers issued to improve the performance human resources and large numbers to improve the image company. Most large companies the figure is a company that the top of the world. Similarly, the CEO (Chief Executive Officer) the company also with the numbers assessed success. CEO feel happy about the numbers that have been targeted to be achieved. The figures showing the success of this is being pursued by the CEOs in antero world. CEO Richard McGinn was Lucent Technologies, never succeeded in changing the equipment manufacturing division of AT & T became a star Wall Street after reaching double-digit increase in sales (more than 10%). But it will not last forever and in 2000, Lucent twice failed to reach the target. The problem is the sales force. Of business media reports, orders to the troops McGinn sales transaction is manifest, any barriers. According to the media Lucent promising various discounts, credits and other incentives to stimulate sales. When he failed to achieve the target return, all broken and lying McGinn, Lucent's stock price fell and the future corporate chaos. McGinn felt sad for not able to meet the numbers made. Pramod Batra in his book Born To Win tells the story of Henry Ford and Florist. Henry Ford bought flowers for his wife from a shop every Friday night. One time he asked the flower seller older. "Sir, your store bestseller. Why not open a branch? "Ask Henry Ford. "Yes, after that continue?" Replied the vendor relationship with asked again. "You will have several branches in Detroit." Said Ford. Flower seller, "Yes, after that continue?". Henry Ford "Then in across America ". Flower seller, "Yes, after that continue?". Henry Ford, with a little angry "God. Of course, you'll be happy. ". "Yes, I it's happy now, "replied the florist. Henry Ford passed with shame. That is the difference of happiness of people measured by numbers and not with numbers. Gauge florist happiness is not with numbers, while Henry Ford to measure happiness with numbers, ie numbers subsidiary, or the rate of profit company. Most of us, often measuring happiness by the numbers numbers, ie the number of houses or housing prices, the number of cars, number of companies, the number of the figures in savings, stock figures ownership of the company and the other numbers in hopes of happy. That was the numbers that would plunge us, if we are not able to use the numbers well. If we can live happily with the numbers, then we can die horribly with Besides numbers. Not the number that makes happy. "Dahilan grace-the grace of God that ye may be happy "(Al-A'raaf, 69).
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Sunday, November 15, 2009
WAKE UP AND FACE REALITY
"Almost all the strategic principles and tactics that work for large companies can also be used effectively to market products by small companies. Any strategy or consumer learning who succeeded in a certain product categories can usually be successfully applied to other products that are not related, but The same consumer dynamics. The companies of the top educational their marketing personnel acquire in-depth knowledge of consumers through everyday life. Seeing the ads on television, a walk in the mall, talking with friends and families. Failure to clearly state the benefits for consumer is the biggest problem in the marketing world today. Many companies that have spent millions of dollars to provide information about the company to consumers, but they do not managed to make sales "said Eric Schulz in his book The Marketing Game. That's the reality.
Carol Loomis, Fortune magazine editors research the 150 companies in three time periods, namely 1960-1980, 1970-1990 and 1989 - 1999. In each period, only three or four of able to grow 15% or more. Approximately 20 to 30 companies achieve growth of 10% to 15%, 40 to 60 companies achieve growth of 5% to 10%, 20 to 30 companies to grow 0% to 5% And 20 to 30 companies did not grow up (down). In reality like that, it is not surprising if companies start doing some bad things to increase their growth rate. Reality is the core of the strategy. Similar to a dream destination, wake up and face reality. The point is the market reality. Better be first than to be a better, that's the reality not imaginary. "While the CEO can not do all things adult this, one thing they should always consider is the morality market. If one of your marketing experts to meet you with a new products, ask how many similar products that have been particularly first on the market. Then urge him to explain why consumers want to buy the product, rather than competitors' products. If the answer is not satisfactory, send it back to his office. But before he go, remind him that one of the first law of positioning is better to be first than to be better. That is reality not fantasy. Similar to a dream destination. Arise, and face reality "says Jack Trout. "Marketing is too important to submitted to the marketing department"said the late David Packard,one of the founders of Hewlett-Packard.
SIMPLE AND SMALL
Using good strategy is how to survive in a competitive world," said Jack Trout, in his book Trout on Strategy. Key to success is to understand the basics of business. Basis of the number one business is to design and maintain a clear strategy and focused.
"We've long been a very successful company, but success could be the worst enemy. We want to be careful we're not overly confident. Some people use the word arrogant. In such circumstances our success, we do not want to feel satisfied. We want to approach each day with a healthy dissatisfaction with the status quo, "said Arnold Langbo, CEO of Kellogg Company.
The essence of strategy is the perception. Company a competitive advantage, in fact are the hallmarks of communication. So the problem is a problem in competing in the communication. Positioning strategy is in fact the communication strategy.
Advertising is a form of communication, from the standpoint of recipients, built in a low appreciation. If you succeed in the advertising, you're likely to succeed in business, religion, political or other activities that require mass communication.
Positioning is a concept that changed the authenticity of the ad, a simple concept that makes people face difficulties in understanding its power. Positioning starts with a product, goods, services, companies, or people.
But positioning is not something you do with the product. Positioning is something you do to prospective customers mind, which is placing the product on the prospect's mind. So a mistake when calling this concept as "product positioning". Just as you do something about the physical product. Was also wrong if the positioning does not involve a change. But these changes are changes to the name, price and packaging of the product rather than as a whole.
Basically there are changes that will be performances with the aim of ensuring a more valuable position in the perception of potential customers. Merupakah also positioning the first body of thought that are designed to hold a hearing problem in our society who flooded information. The only defense a person has in society is a very simple idea. So the best approach to be taken someone in the community is a simple message.
John Sculley, former chairman of Apple Computer, said, "Everything we have learned in the industrial era tend to create more severe complications. I think more and more people are aware that you have to do to simplify, not vice versa. This idea is very Asian, that simplicity is the ultimate sophistication. "
"Do not overload your soul, with all sincerity. Entertain yourself with things that are light and funny, because when the liver is forced to continue to carry the heavy burden he would be blind," the words of the Prophet.
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LEADER WITHOUT ISTANA
Jeff Bezos is the founder of Amazon.com, which was originally just a bookstore. Why is he named his company with Amazon? Because, "the Amazon River is the largest river in the world," said Jeff Bezos.
What about the river Nile? River Nile is the longest river in the world, when compared with the Amazon River water volume is only a tributary of the Amazon. Amazon River contains 20 percent of the world clean water, then had Jeff Bezos about his company would become the company that controls 20 percent of the world market.
Amazon.com to open the E-Commernya site in July 1995, starting from the bookstore and then extended to the compact disk (CD) and then to the auction and now thousands of different products and different vendors. In the year 1996 to sell 15.7 million dollars and increased to 600 million dollars in 1998.
Amazon.com reported on November 1 until December 23, 2002, consumers who do order in the world 56 million items to become the best online store in 2002 version of Yahoo magazine.
John F. Welch Jr., CEO of General Electric, said:''We use three operating principles for setting the atmosphere and attitudes at General Electric without borders in all our behavior, speed in everything we do and stretch in every goal we set. ''
Behavior without borders unite the twelve major global businesses, each number one or number two in the market, into a vast laboratory whose main product is a new idea, along with a general commitment to disseminate throughout the company.
Speed is something not usually found in the company of General Electric, but at General Electric in the form of speed product development, design re-cycle (from order to delivery), set back the ability to reduce plant and equipment investment. Stretching means using dreams to set goals that exceed the targets set.
Yet many leaders do not have a spiritual element in life meraka vision, it is no wonder many leaders are seemingly happy, prosperous and abundant worldly success, but they live a meaningless void.
The New York Times reported that real income has increased more than 16 percent over the past thirty years in America, but Americans who describe themselves as "very happy" actually in the same period has fallen from 36 percent to 29 percent.
The Dalai Lama said, "People can be much happier if only they'd share the wealth, share more friends, more fragrant names, positive things are inherited, and also less regret when they died later. They can say to yourself, at least I have used my money to help others, "wrote Howard C Cutler in the book The Art of Happiness at Work.
Great leader who is not wallowing in wealth, even sleeping on a mat that marks on her body, friends with poverty and the weak, no palace, but a meaningful life is Muhammad.
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