First, I can't tell things from emotions. Take my own example. Part of my job role is "project manager", and the project manager's job requires "99% energy for communication". But at the same time, I also took on many other roles in the team. Usually, when the customer asks for communication, I am writing PRD or discussing problems with the team. At this time, when I received a communication call from the customer, I would not think about the importance of the customer's project, but would immediately ask to postpone this communication. Although I am unconscious, this is caused by emotional-led behavior.
Second, we can't distinguish between goals and means. Usually, we rely on our own good starting point to think that we should do something, so that when we do it, we think that everything we have done is right, and we can achieve our goal as we wish. We lack judgment on the wrong process, such as "there is a kind of cold that makes your mother feel cold" ...
Third, you can't tell yourself from feedback. We usually can't tell what we want from what others want. We can help to distinguish this confusion by establishing a value system: first, analyze and clarify our goals, second, list our values, and third, rank.
At the same time, on the other hand, people have the following characteristics:
First, truth. People can't play a completely different role from themselves for a long time, so most of the reactions they show are true.
Second, richness. Different from the characteristics of products, people's hearts are like diamonds with many facets. We have many contradictions and conflicts, and even opposites that may not be integrated at all. For example, I love baking and fitness. I will also take Qifeng cake to my friends for a morning run. ...
Third, it is changeable. Everyone is constantly changing according to their own growth experience and growth stage, and their views on things, ways of doing things and acceptance are different.
Brand represents its own competitiveness and is an intangible asset. In consumer cognition, brand products represent high popularity, stable product performance and credibility as after-sales guarantee. When we buy things and choose partners, we will give priority to brand products, which is why.
To sum up, a personal brand represents an individual's competitive ability, which is convenient for people to understand more widely and for others to strengthen their trust through the endorsement of successful brand cases, thus effectively reducing the process of testing, inspecting and testing individuals and starting formal cooperation more quickly. Teacher Yang Tianzhen summarized this as the positive influence of brand on personal breadth, depth and speed, and the positive influence and personal brand promote each other and grow together.
Different from the characteristics that company brands and product brands need to be designed, stable and single, personal brands must be true, rich and constantly changing. At the same time, according to my experience, the process of establishing personal brand is a good way to solve human nature problems.
First, potential energy. "unstoppable", potential energy can multiply the result. Second, memory. Memory meets three conditions at the same time: there is a personal label, the label is differentiated, and this differentiation can spread rapidly. Teacher Yang Tianzhen said pertinently that not everyone needs a personal brand. Sometimes the pressure of personal brand will also have the pressure and burden of self-criticism In particular, some people prefer to do their own things behind the scenes, and there is no need to build a personal brand.
From the perspective of my Internet industry, I suggest trying to establish a personal brand. Perhaps this is not a "brand", but more like a personal "influence", as Liu Run said, "Everyone is his own CEO". Because: on the one hand, because of the information overload in modern society, people need to accept a lot of information in a very short time and compare and screen it immediately, whether it is work or life, cooperation or making friends. Having a personal brand can effectively reduce the cost for others to know themselves, gain higher trust in the same contact time, have a better say in the content of their own keywords, and have a higher service premium in the same service. On the other hand, in the process of establishing personal brand, it is helpful to clarify what you really want step by step and the gap between ideal and reality, and to cultivate some good habits and adjust some personality defects. In this process, I can also meet many like-minded friends, such as the "early" club I joined, which gave me great support and energy from sports to reading.
Teacher Yang Tianzhen said that all stars have brokers, so these three aspects are planned by brokers according to the "people-oriented" script. Ordinary people don't have "personal design" and need to do it according to their true selves.
Each of us can do a lot of things in our life, and what we choose as a window to let the world know about us is content.
Teacher Yang Tianzhen believes that a reasonable time arrangement depends on the time spent and the rate of return on value, and the value output of this part should be consistent with the previous content requirements.
It is often difficult for people to distinguish between things and emotions. When it is difficult for us to see things and emotions clearly, we need someone who can calm down and help us see clearly. Most of the communication between star agents and artists lies in this part. The agent will give them a proper blow when they are proud, accompany and encourage them when they are depressed, and help artists analyze the current situation in the process.
As an ordinary person, my experience is that I can strengthen the capture and feedback of my emotions from three aspects: first, I deliberately cultivate this part of myself to control my emotions; Second, people-oriented, take history as a mirror, and save three times a day; Third, friends and others help analyze and wake up. At the same time, I think emotional management is a very effective way to establish individual rational state, and emotional management to help others can establish trust relationship very effectively.
Finally, do a good job in these three aspects of management, I think these three aspects are a test of personal "energy management."
I also went through an interesting process to explore my own shortcomings. Because human nature is good at amplifying its own advantages and ignoring its own shortcomings, we usually don't feel our own shortcomings, and others may feel very obvious. For example, will some of your performances make others feel uncomfortable or embarrassed, embarrassed, confused or unclear ... "You can't see this kind of thing, you have to bounce back from what you see", so "Save yourself three times a day" and ask for help from others. After understanding clearly, those shortcomings that are not easy to change can be regarded as an irreplaceable part of themselves; For those shortcomings that can be corrected, they can be attributed to other points of personal characteristics.
Teacher Yang Tianzhen said that when analyzing a new signing artist, they should do this: define the long board, the medium board and the short board, enlarge the exhibition of the long board that will never change, hide the short board and make efforts to make the medium board longer.
The advantages/disadvantages that can be perceived by others in the shortest time are relatively stable and not easy to change. When we find them, we should consciously foster strengths and avoid weaknesses in image, speech and work, enlarge advantages and narrow disadvantages; At the same time, we constantly revise other characteristics, strengthen the amplification of advantages and consolidate this irreplaceability.
To choose your own unique keywords, you need to deeply analyze yourself first. You can use SWOT analysis, combined with your own first principles, to discuss together.
This keyword cannot be simply understood as "man-made". Teacher Yang Tianzhen pointed out that "human design" is an image created out of thin air when writing a script, which does not exist in reality.
At the same time, according to my daily Internet work, I think it is necessary to popularize the difference between "keywords" and "tags". Keywords are words input by users when using search engines, which can summarize the information they are looking for to the greatest extent, and are the core words of information extraction, with highly generalized and relatively simple and clear characteristics, such as "losing weight"; Labels, on the other hand, are varied and user-defined, representing the direct expression of everyone's inner feelings and needs, and are psychological motives that urge users to have substantive behaviors, such as "thinning" and "becoming beautiful". When we spread a brand, we can pay attention to creating keywords; When we understand a user group, we can start with labels.
The purpose of building a brand is to let others see our keywords and get to know us in the shortest time. According to the image characteristics and personality characteristics I analyzed above, the understanding time of image characteristics is relatively short. Therefore, it can be considered that the degree of display is usually determined according to the length of contact. If you only have a glimpse, you can start with the image characteristics; If you have more than ten minutes, you can prepare from two aspects: image characteristics and personality characteristics. If you happen to get McKinsey's famous "30S elevator theory", it is a double test of image and personality.
Personal brands generally do not need to be known all over the world, and there will be a major audience. The platform that brings these people together is the medium of choice.
Because of my Internet industry background, multi-dimensional research on products and platforms is a daily part. Different platforms have different cultural backgrounds and tonality, attracting users with different styles and preferences. Judging from the data of user activity and transformation, the communication and marketing content of personal brands on the platform needs to choose the expression that users like on this platform according to the tonality of the platform, in order to get twice the result with half the effort and successfully transform. Therefore, it is recommended to carefully study the cultural background, portraits of mainstream users and the most popular forms of multiple platforms before launching, and output multiple sets of expressions when creating personal brand content, and only launch one set of expressions on all platforms, which will not receive good results.
Feedback always bounces back in various forms to let us see ourselves. We need to judge whether this view is important according to our own value system. For important ideas, we should accept and adjust the matching; For unimportant opinions, you can accept them and continue to strengthen your behavior.
Because of the characteristics of Teacher Yang Tianzhen as a star agent, I have seen many artists base their values on other people's evaluation system in order to satisfy their fans, which is a way of values that she does not agree with. Here, she reminds me to think, after defining my own goals and value order, is the opinion of others important to you?
Because of personal growth and changes in social environment, constant change is the characteristic of personal brand.
On the one hand, cognitive upgrading, through deeper self-awareness, constantly understand yourself and explore more advantages and disadvantages of yourself; On the other hand, we should understand the environment, find our irreplaceable differentiated features in the changing environment, and adjust and iterate our own content.
This process, I understand, is the "second curve principle" that Li Shanyou often said. It's just this. It's a personal second curve.
1. Self-awareness: irreplaceable advantages (? ), disadvantages (? )
2. Keywords: (? )
1. What to wear:
2. Say what:
3. Do what:
1. Online
2. Offline
1. Important ideas
2. unimportant views
1. Cognitive aspects
2. Environmental aspects
The first part is over. Teacher Yang Tianzhen spent about 4/3 of the whole course in this part, which is the focus of this online course and the part that most ordinary people can learn easily and immediately. The second part, about crisis public relations, please refer to "How to carry out crisis public relations correctly-Yang Tianzhen builds his personal brand and acts as his agent (II)". Welcome to correct me.