Al Ries, the global master of strategic positioning, has 19 in-depth thoughts on new fields, new industries, and new careers.
Al Ries is a well-known marketing expert. He has put forward many unique insights on brands, competition and innovation in books such as ‘Positioning’ and ‘22 Unbreakable Laws of Marketing’. In this article, he shares his 19 in-depth thoughts on new fields, new industries, and new careers, hoping to give some inspiration and guidance to those who want to find opportunities in changes.
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No matter how promising your idea is, if you are not willing to devote a large portion of your life and resources to it, then others are unlikely to do so. A good idea requires continuous investment and hard work to be realized. If you don’t have enough enthusiasm and determination, it will be difficult to convince others to follow you.
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It’s okay to fail. To succeed in a long career, all you really need is a winning horse and then you just have to do the same thing again. Success often comes from a few breakthroughs rather than countless attempts. You have to learn from your failures, find the idea that will win you over in the market, and stick with it.
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If you always do what you’ve always done, you’ll only get what you’re used to. If you want to change your destiny, you have to get out of your comfort zone and try something new and challenging. Only in change can you discover your potential and opportunities.
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In fact, we think you should change mounts while the current situation is still optimistic. If you do this, you are in a proactive position rather than a reactive position. Don’t wait until you are in trouble or eliminated before you want to change industries or careers. You should take the initiative to look for new directions and opportunities while you still have advantages and resources.
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When a new industry emerges, most people are afraid to avoid it because they have no experience in this new industry. But don’t forget, so does everyone else. That’s why new industries represent golden opportunities. Because in the new industry, there are no established rules and authority, only creativity and innovation. If you can seize this opportunity and learn and adapt quickly, you may become a leader in this industry.
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The reason people cling to a faltering horse and refuse to let go is because they cannot handle the uncertainty involved in new endeavors well. Once you understand this, it’s not difficult to understand why people stay in their old ways and achieve nothing. If you want to succeed, you must be willing to face risks and changes, and be willing to accept failures and setbacks. Only in this way can you find the horse that is truly right for you.
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Changing mounts is never easy. Will the grass be greener in the field on the other side of the fence? No one can guarantee this. But if you’re already in trouble, you have no choice. Look around, pick the horse with the best potential, then mount with a clenched fist. You may fall, or you may succeed, but at least you give yourself a chance instead of staying where you are.
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Such is life. If you listen and observe, you’ll be in a good position to spot the obvious; if you chatter all the time, your chances of seeing things clearly are greatly reduced. It’s hard to observe when you’re talking. If you want to find new areas and opportunities, you must learn to listen and observe, to discover market needs and trends, to understand customers’ pain points and expectations, and to gain insight into competitors’ strengths and weaknesses.
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Opportunities are always emerging in new areas. It is the new field that creates the opportunity, not you. You can’t create a new field out of thin air, but you can use your creativity in new fields. You should always pay attention to the changes and progress of society, look for areas that have not been fully developed or ignored, and then use your ideas and actions to fill these gaps.
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The question for you is: What will be the new frontier in the future? This is the question you need to ask yourself, not questions like ‘What do I want to do?’ ‘What kind of person am I?’ ‘Who am I?’ and ‘What do I do?’ Because these questions are based on the past and present, not the future. The future is what you have to face and grasp. If you can foresee new areas in the future and prepare in advance, you will gain opportunities and advantages.
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Money is not the best measure of a potential job. Don’t ask what you can do for the company, ask what the company can do for you. A good job should be able to provide you with more things, such as learning, growth, challenge, fun, influence, etc. If a job only gives you money and nothing else, then it’s not worth doing.
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Be aware of the junk companies in the business world. No matter how smart and sharp you are, betting on a loser will never pay off. A junk company is one that has no competitiveness, no innovation, no vision, no culture, no values, no loyalty, no sense of responsibility, no integrity, no morality, and no social responsibility. Such a business will not only fail to bring you success and happiness, but will also make you lose confidence and dignity.
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Creative talents must learn how to listen to their audience and adapt to what the audience wants them to do instead of letting the audience adapt to you. This means understanding your target market, researching their needs, preferences, and expectations, and then using your creativity to satisfy them. You can’t just do things based on your own preferences or ideas, otherwise you may lose the attention and support of your audience.
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The harsh reality is that ability is the least important factor in success. Businesses are not rational entities and do not provide endless help for personal development. Businesses are a collection of people trying to outdo their competitors. Therefore, if you want to stand out in the enterprise, you must meet the following three conditions: first, have a strong personal brand to let others know who you are and what you can do; second, have an effective personal network to let others Trust you and be willing to cooperate with you; third, have a clear personal goal to let others understand what you want and what you can contribute to the company.
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(In a big business) Doing a good job is only the first step. You must find a way to let others know that you can do a good job. This requires you to have certain communication and promotion skills so that your achievements and value can be recognized and appreciated. You can increase your visibility in the following ways: first, actively participate in important projects and activities to show your professionalism and enthusiasm; second, actively share your knowledge and experience to help others solve problems and improve efficiency; third, Express your opinions and suggestions when appropriate and show your creativity and leadership.
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The larger the enterprise, the more likely it is that employees who lack cooperation will be eliminated before they reach the top. This is because in large enterprises, no one can complete all tasks and goals independently. Only through teamwork can greater achievements be achieved. Therefore, if you want to succeed in a large enterprise, you must have the following qualities: first, respect and trust others, and do not think of yourself too high or too low; second, be willing and able to communicate with people of different backgrounds and personalities Cooperate and do not affect the working relationship because of personal likes and dislikes; third, take the initiative to assume responsibilities and obligations, and do not shirk or avoid problems.
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Never be afraid of making mistakes. In the long run, the most important thing is to associate yourself with an idea that has great impact. This requires you to have the following two abilities: first, dare to try and take risks, and do not be intimidated by failure or criticism; second, be good at learning and improving, and do not be satisfied with success or praise. You have to understand that no idea is perfect from the beginning, only through continuous testing and modification can it become better.
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You are more likely to gain fame and fortune and have a higher chance of winning by identifying a good idea than by coming up with one. This is because coming up with a good idea takes a lot of time and effort, and is likely to be preempted or imitated by others. Recognizing a good idea only requires keen insight and judgment, and its benefits can be shared through cooperation or investment. Therefore, if you want to become a successful creative person, you must possess the following two skills: first, collect and analyze information extensively, and do not be limited to your own knowledge and experience; second, seize and utilize opportunities in a timely manner, without hesitation Or procrastinate.
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When you sell your creativity to others, remember that the packaging of your product is just as important as the product. Sometimes it’s more important than the product itself. That’s because people tend to decide whether they’re interested in your product based on first impressions, which often depend on your appearance, tone, and attitude. Therefore, if you want others to pay, you must pay attention to the following three aspects: first, dress appropriately and professionally to make others think you are trustworthy; second, speak clearly and organizedly, so that others think you know what you are doing; third It’s about showing confidence and enthusiasm to make others feel that you have confidence in your product.
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