More you learn, Less you know (Final reflective essay)

Let’s go back to the beginning.

100%

The first day I sat down on the chair in business school, it was introduction and welcome party. Everyone is friendly and with a beautiful smile. Then we were going to the computer room, we will writing our own blog to express what you learn and what you thinking in one year master study. For me is totally easy when I first heard about this.

90%

“Know your lemon”

The first task of designing a business module is shooting an advertising campaign video for breast cancer. In order to educate people to make awareness to themselves healthy problem. I am full of passion and ready to do some good job. But wait a minute, where is my partner? It seems like they are very quiet and do not want to think about some idea. What should I do? Teamwork is very important for creative people. In this moment, know your lemon become know yourself. I believe everyone has their own strength, maybe they are not good at creative or designing thinking, but they must good at something. After a long silent moment, I found one of our team member can drawing and design. So we decide let she drawing a poster for campaign. Another team member are good at follow the order and instruction so it will be good we work together. Finally, three of us match perfect and come out a good result. After this project, the most important knowledge that I have learned is not the creative thinking, is how to cooperate with other people if you are not familiar with them. (Shane T, 2012)

80%

Do something you don’t like

I am an active social media user in China but I never use Facebook or Twitter before I come to UK. The first reason is I can’t use in my country. The second reason is I can’t get used to use these foreign social media. I am busy for my own country social media, build up thousands of relationship on different social media in China has make me tired sometimes already, why I have to get another new trouble for myself? (Copyblogger,2015) So when teacher told us the following task we need to use the social media to promote it, I was refusing. Actually I know nothing about Facebook, Twitter. Everything of these is complete blank for me. The task push me to create an account on Facebook. As I was working more on Facebook, I was familiar more on it. And I realize that I can use Facebook or Twitter as a tools for searching useful information or message. There has a lot of company or agency will publish hire information on their official Facebook or Twitter account. In addition, the art exhibition and event will also publish in there. Until now, I still do not like Facebook, but I will use it as a tool to explore my view.(Brett R, 2014)

75%

Presentation is everything

Even you have a good idea and good product, you still have to admit presentation is everything. Especially for product design, the packaging and the display is first sight love between the product and customers. If the product can’t attractive them at once, the customers won’t take too long time have a look to know much more details about the product. (Designing a business, 2015)  Design can be simple and can be complicated either. The main purpose is the design can express the idea of the product and looks good. In the beginning, our team trying to use the complicated way to present our product—Rebrella. Including the waterproof material and shinning card paper. We found that this kind of design is too complicated will confuse the customer about our product. And we changed to the simple way to design, only card paper, but not shinning one. Then we realize it is too simple to express our idea. We have stuck for a long time, too complicated or too simple can’t work anymore. So, why we could not combine this two together? Finally, we designed an information about the instruction of using our product on the packaging. People will know how to use before they open the packaging.  The packaging express a clear message and information to customers about the product so they will not get confused when they use it. (Amanda C,2104)

65%

Effective communication

What is the difference between artist and designer or business man? The artist is design the product for themselves, they do not have to let people understand their works. But for a designer, if you want to sell your idea to people, you must effective communicate with your customers. This is the power and important of effective communication. (Skills you need, 2014)This skills also play important role in this module. When we did the first dragon’ den pitch, we do not express our idea very clearly. We thought judgers can understand because it is our own idea. However, the other people know nothing about the product. In this time, we must give a clear idea and good expression to our customers. In order to practice our communication skills, we decided to make some exercise such as told the idea to our friends or make a mock pitch in front of people. If our family or friends or classmate can understand what we are talking, then it will be work on real pitch. Indeed, the practise did work, in the second pitch, we are express well and get a good feedback than last time. From this time I have learned a lot of useful practical knowledge than theory knowledge, it is very important and useful. (Barbara B, 2015)

55%

Change the conversation

“If you don’t like the conversation, change it.”

This is dialogue from <Mad Man>

We need to have a skills of adaptability (Sean P, 2014). In the beginning, our team is not going very smoothly and comfortable. We do not like the first product, we want to fix it but it seems like it doesn’t work. We have been stuck for a long time and don’t know how to go to next step. Then one of our team member suggested that why not we change another product idea if this can’t continue. This is really a good idea because nobody want to waste time on this product anymore. Then we changed to another idea, but unfortunately, the second product still not good enough. This time, we are hesitate that should we keep working or give up again. The biggest problem is we do not have enough time if we change again. Bur after serious team discussion, we have decided that the product have to change one more time. Finally, we changed the product in third time, this time, everyone is happy and satisfied with the result no matter how many time we change it. All of us thought it is worth to change the product. No pain, no gain. So, never be afraid to change the situation and don’t afraid overcome the difficult.

45%

Story telling

There is no doubt that story telling can improve the awareness of customer to the brand. A very good example is Airbnb. Different with the traditional -style hotel is different, both sides Airbnb short rental platform is a personal point , whether it is to let the tenant stay a stranger ‘s home, or the landlord himself room to spare are short lived leased strangers are pieces of very difficult to quickly accept things. Thus, for Airbnb, the brand wanted to expand their business is the first step to help users – whether tenant or owner – to establish a relationship of mutual trust :Airbnb selected by social media in terms of the way the story dispel the strange sense of unease for the landlord , and also increase the brand of charm , in addition, the brand for the true story of the excavation include landlord and traveller people experience the next line within the platform. Brand will search quality UGC content within the entire network, through the microblogging platform to share real roots travel people Airbnb Short Term experience. In addition to the user so short scattered information, the brand also with the power of influencers to expand the story : the poor tour Daren Molly , for example , the brand in its home released a poor tour called ” Molly [ Universal lived , attribution World ] story ” of travel, it is the Airbnb sent Molly went abroad to experience its products after preparation for her interview , the article depicts the landlord a lot of space with different characteristics encountered and cat force between them occurred travel stories. Users impressed with the real story: In order to dispel the concerns of users for unfamiliar landlord, the landlord brand excavated two personal stories and real user experience, narrative and content on social media platform itself has a good spread of power and infection force, can be described as two birds with one stone approach, not only to seize the user, but also amplified the brand. So for brand owners, learn social media is very important in terms of a good story, it is worth mentioning that this story must meet the short and interesting propagation characteristics. The success of Airbnb encourage our team the importance of story telling for our product. After that, we put this method in our advertising video, we present different bad situation without Rebrella and good situation with Rebrella. (Airbnb, 2015)

25%

Creative thinking

The book <Creative confidence> inspire me a lot. (2013) Most of people are born creative. As children, we revel in imaginary play, ask outlandish questions, draw blobs and call them dinosaurs. But over time, because of socialization and formal education, a lot of us start to stifle those impulses. We learn to be warier of judgment, more cautious, more analytical. The world seems to divide into “creatives” and “noncreatives,” and too many people consciously or unconsciously resign themselves to the latter category. And yet we know that creativity is essential to success in any discipline or industry. According to a recent IBM survey of chief executives around the world, it’s the most sought-after trait in leaders today. No one can deny that creative thinking has enabled the rise and continued success of countless companies, from start-ups like Facebook and Google to stalwarts like Procter & Gamble and General Electric. Creative thinking in business begins with having empathy for your customers (whether they’re internal or external), and you can’t get that sitting behind a desk. Yes, we know it’s cozy in your office. Everything is reassuringly familiar; information comes from predictable sources; contradictory data are weeded out and ignored. Out in the world, it’s more chaotic.

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The future

This class give me a lot of practical experience. For next step, I would focus on more customers’ behaviour and behaviour economy. I think it is very interesting and important to pay attention on the marketing data. Especially for advertiser, we can’t be creative for creative. The inspiration will not come out your brain immediately. We have to observe what people are doing and why they are doing this.  Stop talking to them, look at them and listen them is more important. The more you learn, the less you know. We should keep learning and never stop. Never think we are the best, you never know how many people do the best of the best when you are stop learning.

Now, let’s start it again.

Bibliography

Shane T (2012) Ehow. Available at: http://www.ehow.com/about_5377583_effective-teamwork-skills.html (Accessed: 24 April 2015)

Copyblogger (2015) Copyblogger. Available at: http://www.copyblogger.com/smart-people-social-media/ (Accessed: 24 April 2015)

Brett R (2014) Entrepreneur. Available at: http://www.entrepreneur.com/article/241257 (Accessed: 24 April 2015)

Designing a business (2015) Designing a business. Available at: https://macekingston.wordpress.com/ (Accessed: 24 April 2015)

Amanda C (2014) Business 2 community. Available at:

http://www.business2community.com/content-marketing/content-marketing-presentation-everything-01002603 (Accessed: 24 April 2015)

SkillsYouNeed (2014) SkillsYouNeed. Available at: http://www.skillsyouneed.com/ips/improving-communication.html (Accessed: 24 April 2015)

Barbara B (2015) Livestrong. Available at: http://www.livestrong.com/article/69309-effective-communication/ (Accessed: 24 April 2015)

Sean P (2014) Copyblogger. Available at: http://www.copyblogger.com/don-draper-copywriting/ (Accessed: 24 April 2015)

Airbnb (2015) Airbnb. Available at: https://www.airbnb.co.uk/ (Accessed: 24 April 2015)

Tom, K; David, K. (2013) Creative confidence. London: William, C

Advertising

Finally, we have our advertising video.

Story telling is very important. There is no doubt that story telling can improve the awareness of customer to the brand. A very good example is Airbnb. Different with the traditional -style hotel is different, both sides Airbnb short rental platform is a personal point , whether it is to let the tenant stay a stranger ‘s home, or the landlord himself room to spare are short lived leased strangers are pieces of very difficult to quickly accept things. Thus, for Airbnb, the brand wanted to expand their business is the first step to help users – whether tenant or owner – to establish a relationship of mutual trust .

we put this method in our advertising video, we present different bad situation without Rebrella and good situation with Rebrella.

Play to win

It is really a good book <Play to win>

book-playing-to-win

A.G. Lafley knows something about successful corporate strategies. As former CEO of Procter & Gamble (P&G), Lafley, with the help of strategic adviser Roger Martin, doubled P&G’s sales and quadrupled its profits. In Playing to Win, Lafley teams up with Martin, now the renowned dean of the Rotman School of Business in Toronto, to outline a step-by-step process for developing and implementing a successful strategy.

The Five Choices

This process is built on a set of five integrated choices. “These choices and the relationship between them,” the authors explain, “can be understood as a reinforcing cascade, with the choices at the top of the cascade setting the context for the choices below, and the choices at the bottom influencing and refining the choices above.” One of the first examples used in the book is P&G’s Oil of Olay product, once a floundering brand known derisively as “Oil of Old Lady.” Building on their framework, Lafley and Martin break down the cascade of strategic choices that led to the brand’s impressive turnaround. Here are a few of them:

1. What is our winning aspiration? This choice refers to “the purpose of the enterprise,” the authors write. For Oil of Olay, it was to become a leading skin care brand again.

2. Where will we play? This second choice identifies specifically where the product or company will compete. The Oil of Olay brand stayed with its mass market retailers (e.g., Target and Wal-Mart) rather than the prestige stores (e.g., Macy’s). But it positioned itself as a “masstige” product — higher end (and higher priced) than the traditional mass market beauty product.

3. How will we win? This question must be answered with a clear value proposition and a path to competitive advantage. Among Oil of Olay’s winning strategies was producing a better anti-aging skin care product — a product at the right price (e.g., not too low) that would entice the prestige customer base.

4. What capabilities must be in place? The task here is to define the activities and competencies that support the where-to-play and how-to-win choices. Oil of Olay, for example, was able to leverage P&G’s strengths in consumer understanding and brand building.

5. What management systems are required? Likewise, strategists must define the systems, structures and measures required to support the choices. Oil of Olay was also able to leverage P&G’s systems as well as its channel and partner systems. This framework can be applied at all levels of the company, including the organization level, strategic group or, as in the example above, the single business unit, the authors write. Clearly, the choices need to support each other among the different levels.

A Do-It-Yourself Guide

While most of the book is dedicated to the five-choice framework, Lafley and Martin offer two additional tools to support the strategic choice process. The first is a structured methodology for analyzing the company — specifically its industry, customers, relative position to competitors and the potential competitor response to your strategic choices. The authors also offer a “reverse engineering” process to test potential strategic choices.

Tools, of course, can go only so far. Reading this book will not make you into another A.G. Lafley — his success at P&G is much more than a function of methodologies. However, by helping strategists focus on the important where-to-play and how-to-win questions, Playing to Win is an invaluable map that gives business leaders at least a fighting chance for a successful journey.

Creative confidence

The book of <Creative confidence> gives me a lot of inspiration.

As many great thinkers have argued, all students are born naturally creative, full of curiosities and questions. The difference between those who continue to be creative in careers as leading scientists, inventors, historical figures, artists, and philosophers and those that do not is all in how they are nurtured. The more children are encouraged to keep asking those questions and pursuing their curiosities, the more likely that creative spark will remain – and there couldn’t be anything more important in today’s increasingly competitive knowledge-based economy.

Framed this way, it is apparent that students themselves are the true wealth of creative potential in every classroom; they just need opportunities to exercise that creativity to build their confidence. When students are encouraged to think, create, ask, and do, they will learn the value of expanding upon their ideas. Conversely, if they are taught to avoid questions or dismiss their own ideas, then their creativity is squelched. A confident child will become a confident adult who is encouraged to do great things.

Creativity is something we’re all born with, but too often, it is crushed by everyday life. Promoting creative confidence among students not only keeps that spark alive, but it also establishes a way of thinking broadly about life that will benefit students as they grow older.

Change the conversation

“If you don’t like the conversation, change it.”

This is dialogue from <Mad Man>

We need to have a skills of adaptability (Sean P, 2014). In the beginning, our team is not going very smoothly and comfortable. We do not like the first product, we want to fix it but it seems like it doesn’t work. We have been stuck for a long time and don’t know how to go to next step. Then one of our team member suggested that why not we change another product idea if this can’t continue. This is really a good idea because nobody want to waste time on this product anymore. Then we changed to another idea, but unfortunately, the second product still not good enough. This time, we are hesitate that should we keep working or give up again. The biggest problem is we do not have enough time if we change again. Bur after serious team discussion, we have decided that the product have to change one more time. Finally, we changed the product in third time, this time, everyone is happy and satisfied with the result no matter how many time we change it. All of us thought it is worth to change the product. No pain, no gain. So, never be afraid to change the situation and don’t afraid overcome the difficult.

Final Dragon’s Den

unnamed

We made it

The time just past so quickly that i have already miss it

We are the first group to present, everyone was a little bit nervous, but the judges were nice and friendly. We show our advertising video and it was good.

No pain No gain

The experience was unforgettable and i just can not delete from my brain.

Even we did not win in the end, everyone still got a lot of knowledge and the result is not important anymore.

Less is more

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Even you have a good idea and good product, you still have to admit presentation is everything. Especially for product design, the packaging and the display is first sight love between the product and customers. If the product can’t attractive them at once, the customers won’t take too long time have a look to know much more details about the product. (Designing a business, 2015)  Design can be simple and can be complicated either. The main purpose is the design can express the idea of the product and looks good. In the beginning, our team trying to use the complicated way to present our product—Rebrella. Including the waterproof material and shinning card paper. We found that this kind of design is too complicated will confuse the customer about our product. And we changed to the simple way to design, only card paper, but not shinning one. Then we realize it is too simple to express our idea. We have stuck for a long time, too complicated or too simple can’t work anymore. So, why we could not combine this two together? Finally, we designed an information about the instruction of using our product on the packaging. People will know how to use before they open the packaging.  The packaging express a clear message and information to customers about the product so they will not get confused when they use it.