The question Xiang Yuzhen asked is:

"In addition to sales, how to measure the quality of a creativity? Or are there any digitized measurement standards for creativity? Are there corresponding formulas and algorithms to determine whether the creativity is good?"

Cui Ning and many creative people think that this problem is not a problem, but the more it looks like it is not a problem, sometimes the more worth thinking about it. Whether it is gravity or steam engine, it was invented in this way.

So Cui Ning decided to answer this question that is not a question:

"I'll answer Yu Zhen's question. First of all, sales are not a criterion for measuring the quality of creativity. Because many loss-making companies also need to make plans, and even many international companies have entered our Long Country with a strategic loss plan of more than 10 or 20 years. The goal is to layout, it is the future, and it will occupy the Long Country's big market in the long run.

Therefore, we cannot simply measure the good or bad of creativity and planning from sales and profits, but we must consider the competitive environment, competitors and assets brought to the brand, as well as whether this creativity can bring changes to consumers, or whether effective communication can be achieved. This communication can actually be expressed by numbers.

For example, whether the advertising slogan can be remembered, whether the brand's image can be quickly recognized, and the brand's unique performance cannot be accepted by consumers, etc., a sampling survey can be conducted according to thousands of people. There is also the so-called cost of thousands of people in advertising. In fact, similar to what I said, it refers to the probability of effective arrival, effective communication, and effective communication.

Then, a good idea must be in line with the truth and the inner emotions of the public, or universal values. If that idea can achieve the will of the people, it is a real master. Therefore, many foreign brands we have seen have made useful explorations on this road.

There must be roads before the car arrives at the mountain, and there must be wind field trucks when there are roads.

The unstoppable feeling is cool Coke.

String each moment, don't let it slip away, Kodak.

There are too many, so I won't list them all.

But I will tell you again that it is not that good creativity and advertising will definitely develop the company, but poor development of the company may not be the reason for advertising and creativity.

We are familiar with the fact that drinking Kongfu banquet wine will make a world-wide work; eternal green, eternal piano pool; Kongfu family wine will teach people to miss home; the Great Wall will never fall, and domestic products should be self-reliant... No one is not a good advertisement, but the above products have basically become famous failure cases in the market, and this is the cruel reality.

As for the question of creative standards that Yu Zhen asked, it is actually the same as corporate management. It must have corresponding theoretical methods and data, as well as the preferences of business owners. However, to be honest, it is nothing more than understanding the wisdom crystallization under basic concepts such as marketing, branding, and management. Therefore, the result of creativity is uncontrollable, which is a fact that no one can deny it.”

Xiang Yuzhen nodded and continued to ask:

"Then how can we learn creativity to become a creative expert?"

Cui Ning smiled:

"This question is very practical, but it's a good question, because soldiers who don't want to be generals are not good soldiers, and everyone here wants to become masters. So, I personally have some suggestions on how to become masters.

The first is to read more, and you must have a large amount of reading. This reading does not refer to reading professional books, but to read widely, history, geography, politics, entertainment, military, fashion, emotion, suspense, thriller, science fiction, humanities, drama, poetry and songs... You must read thousands of books, and then take reading notes, sort out the related things related to planning, creativity, and management as your own nutritional material.

The reading volume and database must be huge enough, otherwise no genius can become a professional expert. We respect our talents, but also know that we are a professional company and require a very scientific and strict management and service system.

The second is to think more, that is, to think about how this product should be creative, or not, the advertising slogan is good or bad, that is, there is always a string in your mind, constantly thinking, constantly simulating creativity, and then constantly doing some creative work for some well-known brands, which can be achieved in our professional companies.

For example, if you are a company, such as Fenghua Shampoo, this product is a low-priced and high-quality national brand. If you think of a good idea or a good advertisement for it, you can tell me that I can even help you contact the company. Once the company recognizes your creativity, I will give you corresponding rewards.

Also, we should communicate more with colleagues, constantly listen to positive and negative opinions, constantly deny ourselves, and learn from the strengths of the family. We must never work behind closed doors or go to dead ends. Creativity is an open profession, and the generation of creativity is a process of accepting energy, which cannot be produced by relying on intelligence alone.

Reading and notes are equivalent to seeds, while thinking and simulation are constantly thinking is equivalent to quietly growing. Communication and constant denial are good environment soil, sunshine, rain, dew, night and day. Only in this way can the fruits of creativity grow, and no link can be ignored, otherwise, they cannot truly grow.

Of course, there is another point that any growth will encounter a problem, which is to withstand winter, even wind, frost, rain and snow. In other words, many of your planning ideas may encounter a lot of criticism or even blows, and you must face it calmly.

The first is the customer, and the second is the market. Hailan will make this mistake, go to the *, go to the sister-in-law's noodle shop, and then get dozens of small appliances all at once, and end up losing a lot. Therefore, the wrong strategy often requires paying tuition fees, and some failures are even more expensive."

Xiang Yuzhen nodded and said:

"I understand, but according to you, without three to five years and a huge amount of reading and understanding, everything else is to be used to grow, or the flash of inspiration is not considered to be truly professional, right?"

"Flashing inspiration is also a kind of ability, but it is hard to say whether this ability can become a kind of competitiveness." Cui Ning nodded and smiled at Xiang Yuzhen, and then continued to ask other colleagues:

"What else is there? Let's discuss it together."

The meeting was very successful, especially after listening to the case of Asia in Zhengzhou, I went to collect information, and then I found that the so-called planning of Qingning Company was really the search for people a few years ago, and the facts of Asia in Zhengzhou were there. A company that had already gone bankrupt, and the so-called planning and temporary swagger made Cui Ning Company no longer feel amazing.

However, Su Ruoqing felt that Cui Ning was really amazing. As soon as she went to work the next day, Su Ruoqing slipped into Cui Ning's office, closed the door, and said to Cui Ning:

"Mr. Cui, you are really amazing. As soon as the meeting was held yesterday, the atmosphere of the company changed today. Employees no longer talked about the company's lack of creativity, but instead thought about ways to make plans for cooperative companies and then win the recognition of customers."

Cui Ning looked at Su Ruoqing's brighter smile than April begonia and her inexplicable sense of intimacy. She looked at Su Ruoqing carefully closed the door every time she entered the door. In the warm June season, she really had the urge to embrace Su Ruoqing.

However, Cui Ning also knew that this example was absolutely impossible to break. Not to mention the lack of airtight walls, once he developed the habit of hugging in the office, he would be addicted to it, both himself and Su Ruoqing.

The calmer a person is, the more intense and firm the decision he makes. Cui Ning knows that Su Ruoqing has gradually relied on her feelings and even gradually. He has always been a person without a bad person, and even the first kiss is still retained. However, when he thinks of the thousands of kalpas in the Future Temple and the person who awakens him with blood and life, the warmth in his heart grows uncontrollably.

Looking at Cui Ning smiling at herself, Su Ruoqing gently pushed Cui Ning and asked:

"What are you thinking?"

"I didn't think about anything, I just thought you were so beautiful." Cui Ning asked Su Ruoqing to sit down and said:

"After you all left last night, I sorted out the customers' ideas. Each department asked the creativity of several customers to hold meetings and discuss them, and then gave me a framework for ideas and I would like to give you some suggestions.

So don’t worry about your customers. In addition, Phoenix Coke has been selling well recently, and Fan Coke has made great progress. This May incident inadvertently helped the domestic Coke fight a comeback. Therefore, some customers in other industries, as long as they are willing to build national brands, we will follow this idea to think about it and strive for a group of domestic companies to continue to cooperate. Then, we can even invest in some promising domestic brands."

"Why are you talking to me about this? This is the responsibility of the Director of Huaxia Hua." Su Ruoqing sat in the June sunshine, looking at the man who made her infinite joy. Rather than coming to Cui Ning's office to report on her work every day, it is better to take advantage of the time to report on her work to see Cui Ning, and then have the opportunity to talk, hold hands, etc.

If Xiang Yuzhen and Cui Ning were in a relationship that was not like lovers, Su Ruoqing and Cui Ning were more like spiritual love. Both of them were extremely smart people and self-controlled people, so they would not do excessive things, but both of them were also greedy for this feeling.

"Oh, that's right, but you have to follow Zhao Weiwei and Liangzhuang. Liangzhuang's advertisements are filmed immediately, and it's great. Dicai and Dihua Zhixiu brands must follow up. These are all very promising brands. There is no technical barrier in the production of the daily chemical industry. The only difference is the brand, how to capture the hearts of consumers.

Another important customer is that when I was training yesterday, I gave an example, Fenghua, their conditioner products are very high-quality and affordable.

I didn’t succeed in cooperating with Xiaobao, so I set my goal on Fenghua. You also think of a solution, I also think of a solution, contact the other party’s important executives, and then strive to cooperate with Fenghua.”

"I will find a way as soon as possible and find friends. Yu Lei is also very hardworking in his work and is very good at it. Recently, Yu Lei and his friends seem to be very energetic when they come back from a trip and often work overtime. It seems that a few of them are traveling together, and they are often together after they come back." Su Ruoqing said:

"By the way, I always talk about work. The question Xiang Yuzhen asked was very professional yesterday. Does she really want to come to our company to work?"

Cui Ning shook her head, "No, she has no intention of coming to the company. Their group started to do internal magazines. Xiang Yuzhen signed up for the internal magazine editor. There is a lot of work to do, so I have to study hard recently."

When Su Ruoqing heard this news, she seemed to be relieved, because what Su Ruoqing thought was that once Xiang Yuzhen came to the company, her habit of often coming to Cui Ning's office would probably change. After all, Xiang Yuzhen is Cui Ning's girlfriend, and if she comes to the company, she is likely to be Cui Ning's assistant.
Chapter completed!