Let’s go back to the beginning.
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.
“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）
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)
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)
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)
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.
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)
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.
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.
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