Before reading, consider:

1. What is innovation? 2. How do users view innovation? 3. Does innovation require ideas? 4. Can innovation that can be implemented create value? -01- What is innovation? Innovation must have different meanings in everyone's mind. Here is my understanding: First, innovation must be about certain things. Such as products, processes, services, and methods. Second, innovation makes these things different. Such as more convenient, faster, cheaper, and more efficient. But conversely, is more complex also innovation? I think to some extent it is, such as internal auditing. Is more expensive also innovation? Yes, such as brand premium. Third, the key to innovation is to create value. Innovation is not about shouting slogans or writing KPIs at the end of the year as if making wishes. We need to think about how to create value for users and for the company. Taking the company as an example, whether innovation aligns with the company's development direction, whether it can be scaled, and whether it can bring benefits are all things we should consider clearly before doing it. -02- Innovation needs to revolve around users Among the three elements of people, goods, and places, people are the core. So when innovating, our users are the most important focus. First, we need to study users. If we detach from users and create products based on our own feelings and imagination, I think this innovation is worthless, or the probability of failure is very high. Second, clarify the target audience. People who like ballet and those who like cross-talk may be different groups. Even if they all like cross-talk, there are fans of Guo Degang and fans of Zhang Yunlei. The more accurate the positioning, the closer to success. We must acknowledge that users will change their preferences, habits, and interests, so we not only need to adapt but also need to guide and anticipate such changes. Finally, innovation needs to be viewed dialectically. Everything has two sides; there is no absolute right or wrong. When we learn from successful innovation cases, we need to understand the objective conditions such as time, environment, and context, and view these cases and issues dialectically. If we simply copy other successful cases, it may be like "carving a mark on the boat to find a lost sword" (a metaphor for rigidly applying methods without considering changed circumstances). -03- Innovation requires ideas 1. Ideas come from innovation cases within the same industry We inspire ourselves through cases of products, marketing plans, and advertisements that others have done well. 2. Cross-industry cases can also give us ideas Car central control vs. game controller: You can operate without looking at buttons while driving. McDonald's drive-thru vs. F1 pit stop: Deliver food to customers as quickly as possible. 3. Users' concerns can also give us ideas If a child goes to the hospital for an MRI, will parents worry about radiation, and will the child be scared? In most cases, they give up the examination and delay treatment. What if we reduce radiation and create a playground-like environment? 90% of patients accepted the treatment. Another example is maternal and infant water. The innovation of maternal and infant water came from user questions online. After collecting big data feedback from users, the manufacturer found that many mothers were asking similar questions: Can this water be given to newborns? Can it be used to make formula? This opportunity was keenly seized. Through technological innovation, the manufacturer softened the water and reduced trace element content, producing water suitable for mothers and infants. While the product has a premium, consumer needs are also met. 4. Value consumer criticism Most users in China have low participation. If the experience is bad, they silently give up. Criticism of your product is truly precious. For example, in reviews on a travel website, it was found that the experience of a hairdryer, especially for female customers, often affects customer ratings. The hotel started from this detail, improved the user experience, thereby influencing customer ratings, and the hotel occupancy rate increased by 5%. So negative messages like complaints and bad reviews are challenges, but also opportunities, and even opportunities for innovation. Tips: Some money should not be saved, such as consumer research. Professional consumer research has a logic, and this data is very important for your innovation and operations. In the era of big data, we cannot act blindly. Although ideas are important, having only ideas is far from enough... Do not be superstitious about ideas or stay at the stage of ideas. Ideas are just the beginning of innovation. Whether ideas can be implemented and create value is what we should focus on most. -04- How to implement innovation? To innovate, please first focus on the team. The innovation process is a process of co-creation, coordination, support, and execution. It is not just the marketing department or the sales department working independently, but requires the collaboration of the entire team. In innovation, I put the team first in importance. So what should we do well in the team? First, when you want to drive innovation in the system, you need to build credibility within the system. The higher your credibility, the more friends you have. When you drive the entire innovation project, you will get more support. Internal credibility has nothing to do with position. Second, keep your words and actions consistent. Don't just tell stories without doing practical things. (For most people, this is actually quite difficult) Third, establish small-scale trials and use facts to persuade those with different opinions. Because in such a large organizational structure, people's thoughts often cannot be fully unified. People in marketing and finance may be two different personalities with completely different working styles. We must accept this diversity and difference. Use practice to prove the feasibility of ideas. No matter where you are, you can have a positive impact on the system's innovation. For the team, innovation goes through a process from cognition, recognition, understanding, participation, to support, which is a necessary journey.

    1. No matter where you are, your active improvement will bring positive changes to the team.
    1. Learn upward management and downward management.
    1. Every company has its own culture, not limited to the above. But two points are particularly important and are common traits of successful teams: responsibility and commitment Innovation requires methods; Innovation is a process of learning and also a process of insight; Innovation is a continuous cycle (confirmation, implementation, review, and feedback); Innovation should both review the past and look to the future. Six-step lean innovation methodology Tips:
  1. Start from the user.
  2. Maximize your assumptions: conduct experiments and tests.
  3. Bold assumptions, small steps fast.
  4. When you have tested all assumptions, you need to make a judgment: continue, re-test, or exit.
  5. Propose a minimum viable product.
  6. Innovation is a "whole-body exercise". Innovation is never achieved overnight, but is like sharpening a sword for ten years. Enterprise development is not a 100-meter sprint, but a marathon. As 2020 approaches, I hope all our innovations can bring value to corporate growth, and I wish everyone all the best and prosperous business. Any tip adopted will be paid 400-2000 yuan.