Ondrej Holzman Iyo yechigumi neshanu yemusangano weMarketing Management wakaitwa neChitatu muPrague's Žofín Palace, uye mutauri mukuru panguva ino aive mushambadzi wenguva Dave Trott, anosimudzira iyo inonzi "chikara kufunga" mumunda wake. Mubvunzurudzo yakasarudzika yaJablíčkář, akaburitsa kuti gamba rake ndiSteve Jobs uye kuti pasina iye, nyika yetekinoroji ichange ichitsika pasi ...
“Kufunga kwechikara” ikoko hakusi kungogadzirwawo zvako. Dave Trott, iye zvino sachigaro weThe Gate London agency, akanyora bhuku pakutanga rakanzi Predatory Kufunga: A Masterclass mune Kunze-Kufunga Makwikwi, iyo yaakataura zvishoma panguva yekutaura kwake kuMarketing Management. Asi kunyange zvisati zvaitika, takabvunzurudza vakakunda mibairo yakawanda mumunda wekushambadzira uye kushambadzira, nekuti nyika yekushambadzira uye nyika yeApple yakabatana zvakanyanya. Mushure mezvose, Dave Trott akasimbisa izvi pakutanga kwebvunzurudzo yedu, umo, pakati pezvimwe zvinhu, akapa maonero ake pamusoro peramangwana rekambani yeapuro, iyo inonzi haisi nguva dziri nyore mushure mekubva kwekambani yayo. -muvambi.
Kana zvasvika kune ads kubva kumakambani etekinoroji, ndeipi mhando yekushambadzira inonyanya kujaira kwauri? Apple ine nyaya yayo yemanzwiro, kana iyo yakapinza yekupokana maitiro ekuti, Samsung?
Izvo zvinogara zvinoenderana nemamiriro ezvinhu, hapana formula yepasirese. Apple payakaita "Ini ndiri Mac uye ndiri PC" mushandirapamwe, zvaive zvakanaka. Microsoft yakabva yaita zvakapusa pavakatangisa "Ini ndiri PC" mushandirapamwe mukupindura. Mushure mezvose, Microsoft yakanga yakakura zvakapetwa kana kupfuura Apple, yaisafanirwa kunge yakaipindura zvachose. Mukuwedzera, vanotarisa misika yakasiyana zvachose, vashandisi veMicrosoft havadi kuva vapanduki, ivo vanhuwo zvavo vanoda kugadzira maspredishiti avo murunyararo. Hwaive hupenzi kufamba kweMicrosoft hakuna chaakaita kubatsira mhando kana kutengesa. Asi Bill Gates haana kukwanisa kuramba uye akapindura Steve Jobs. Microsoft yakashandisa mamirioni emadhora pane izvi, asi zvakashaya basa.
Ne Samsung, zvakasiyana zvishoma. Zvigadzirwa zvayo zvakachipa zvakanyanya uye ndiwo mutengo unoita basa rakakura mumisika yeAsia. Asi zvakasiyana muEurope neNorth America, vanhu pano vanosarudza kutenga MacBook, nekuda kwemhando uye nekuti vanofarira system yayo. MuAsia, zvisinei, ivo havadi kushandisa imwe imwe korona yekuwedzera, ndosaka vasingatengi iPhone, ndosaka vasingatengi iPad, ndosaka Samsung inofanirwa kugadzirisa dambudziko rekushambadzira rakasiyana pano kupfuura. inogadzirisa muEurope neNorth America.
Kune rimwe divi, vanogadzira ivo pachavo vanopedza mari hombe pakushambadzira. Panyaya yemakambani anozivikanwa pasi rose akadai seCoca-Cola, Nike kana Apple, mari idzi dzinogona kuita sedzisina basa. Kunyanya kana iyo ad isina kana hukama hwepedyo kune zvigadzirwa zviri kupihwa.
Izvo zvine basa. Hapana formula inogona kuteverwa pasi rose. Kana iwe ukatarisa Apple, ivo vakahaya musoro wePepsi (John Sculley muna 1983 - chinyorwa chemupepeti), asi hazvina kushanda nokuti zvakanga zvisina kufanana. Kutenga bhodhoro rechinwiwa chine shuga hakuna kufanana nekutenga komputa. Iko hakuna formula yepasirese yemaitirwo eizvi. Apple yakazogadzira mamwe makuru ekushambadzira ekushambadzira. Chandinofarira ndeche "Ini ndiri Mac uye ndiri PC" mushandirapamwe. Dzakanga dziri ziviso dzinosetsa nomurume mukobvu nomurume akaonda uyo akamhanya kwamakore muUnited States, achiratidzira zvikonzero zvakawanda nei chimwe chigadzirwa chakanga chiri nani pane chimwe.
[ita chiito=”quote”]Kuti ubudirire, unofanirwa kuve wakasiyana.[/do]
Kana ndikazvitora kubva kune rimwe divi, i.e. nemakambani madiki ekutanga, ndinoona zvisingaite kukudziridza kuita colossus senge Apple kana Google zvave. Muzera ranhasi rakazara ruzivo, ipfungwa yakanaka uye kushambadzira zvine mwero zvakakwana?
Kuti ubudirire, unofanirwa kuita chaizvo zvakaitwa naSteve Jobs. Iwe unofanirwa kuve wakasiyana. Kana iwe usina kusiyana, usatombotanga. Hapana mari kana vatengesi vakuru vanozovimbisa kubudirira kwako. Kana usina kusiyana, hatikudi. Asi kana iwe uine chimwe chinhu chakasiyana chaizvo, kungave kushambadzira, kushambadzira, hunyanzvi kana sevhisi, unogona kuvaka pairi. Asi sei uchitambisa nguva pane chimwe chinhu chatovapo?
Hapana anoda imwe Coca-Cola, asi kana iwe ukauya nechinwiwa chine imwe flavour, vanhu vanozoda kuchiedza. Zvakangofanana kana uchigadzira ad. Ese ads anotaridzika zvakafanana uye iwe unofanirwa kuuya nechimwe chinhu chitsva kuti uwane kutariswa. Izvi zvinoshandawo kune vanotanga.
Funga nezvazvo seizvi - nei uri kutenga Mac? Kana ndikakupa komputa inotaridzika chaizvo uye ichiita zvinhu zvakafanana nekombuta yeApple, asi yaive mhando yausingazive, ungaitenga here? Panofanira kuva nechikonzero nei uchida kuchinja.
Zvakadini kana iri brand yakakura yawira mukuderera zvishoma nezvishoma? Mamiriro ezvinhu akadaro anogona kumuka, Apple yakasvika padanho rakaoma kudaro muma90s.
Kana iwe ukatarisa kudzoka kwaSteve Jobs, akaita chinhu chimwe. Apple yakapa zvigadzirwa zvakawandisa, uye Mabasa akadzikisa zvakanyanya kusvika mana chete. Asi akanga asina zvimwe zvitsva, saka akarayira kuti kuziva kwechiratidzo kunofanira kuwedzerwa kuburikidza nekusimudzirwa kwezvigadzirwa zviripo. Aitofanira kugadzira brand yese kubva pakutanga. Akasika "Crazy Ones" mushandirapamwe pamusoro pevanhu vanopenga uye vanopandukira, vachiratidza vanhu vanogadzira kuti iyi ndiyo kombiyuta yakakodzera kwavari.
Nzvimbo dzesocial network dzinogona kubatsira mumamiriro ezvinhu akafanana nhasi here? Zvizvarwa zviduku nhasi zvinotaurirana nenzira iyi kakawanda, asi Apple, somuenzaniso, yakavharwa zvikuru munyaya iyi. Anofanira kutanga kutaurawo "social" here?
Kana iwe uine zano rakanaka kubata masocial network, saka wadii, asi hapana chikonzero chekungoisa ads pavari. Chii chakaitika pakasvika social media? Wese munhu akataura kuti ikozvino tave nerudzi rutsva rwenhau uye kushambadzira kwekare kuri kufa. Pepsi akabheja pazviri. Muchirongwa cherumutsiriro chayo makore mana kana mashanu apfuura, chakatora mari yese kubva munhau dzechinyakare dzakaita seterevhizheni nemapepanhau ndokuipinza munhepfenyuro itsva. Mushure memwedzi ye18, Pepsi akarasikirwa nemadhora mazana matatu nemakumi mashanu emamiriyoni emadhora muNorth America chete uye akadonha kubva panzvimbo yechipiri kusvika kune yechitatu muzvinwiwa zvine shuga. Saka vakabva vangotumira mari iya kuma media echivanhu.
Icho chiripo ndechekuti Zuckerberg akakwanisa kunyatso hypnotize pasirese. Social media yakanaka, asi ichiri midhiya, kwete yekushambadzira uye yekushambadzira mhinduro. Ukatarisa nhepfenyuro iyi ikozvino, yakazara neyechinyakare, inovhiringidza ads nekuti mabhizinesi ari kutadza kukwezva vatengi. Nekudaro, hapana anoda kuvhiringwa nekambani achikurukura neshamwari paFacebook. Ini handidi kutaurirana neCoca-Cola, asi neshamwari, saka paunongoona brand ichibatikana pasocial network, paTwitter kana Facebook, unoidzima usina kuverenga meseji. Hapana ati afunga kuti angashandise sei social media nemazvo.
Iyo iri padyo nemhinduro yakanaka paTwitter kusvika parizvino yanga iri nhepfenyuro dzeTV nemapepanhau anozivisa vashandisi nezve izvo zvavari kutepfenyura kana kunyora nezvazvo. Izvo zvinobatsira, asi zvakasiyana paFacebook. Kunyanya kuda kutandara ikoko neshamwari dzangu uye handidi kuvhiringwa nemumwe munhu. Zvakangofanana nekuti kana mutengesi asvika pamabiko ako otanga kupa zvimwe zvigadzirwa, hapana anoda izvozvo. Muchidimbu, yakanaka svikiro, asi iwe unofanirwa kuziva mashandisirwo ayo.
[ita chiito = "quote"]Hapana ane chiratidzo icho Steve Jobs aive nacho.[/do]
Ngatidzokerei kuna Steve Jobs. Iwe unofunga kwenguva yakareba sei Apple inogona kurarama kubva pachiratidzo chake? Uye vanogona kumutsiva zvechokwadi here?
Ndinofunga Apple iri mudambudziko guru izvozvi pasina Steve Jobs. Havana wekuvandudza. Vakatanga kuchinja zvese. Hapana ane chiratidzo icho Steve Jobs aive nacho, akaona makore mberi, kupfuura vamwe vese. Hapana mumwe akafanana naye izvozvi, kwete paApple chete. Izvi zvinoreva kuti chikamu chose hachisi kuzofamba nekuvandudza izvozvi, nekuti kufambira mberi kwese kwemakore mashoma apfuura kwakafambiswa naSteve Jobs. Paaiita chimwe chinhu, vamwe vaichikopa pakarepo. Steve akagadzira iPod, munhu wese akaikopa, Steve akagadzira iPhone, munhu wese akaikopa, Steve akagadzira iPad, munhu wese akaikopa. Ikozvino hakuna akadaro, saka munhu wese anongokopa mumwe.
Zvakadini naJony Ive?
Mugadziri akanaka, asi haasi muvambi. Mabasa ndiye akasvika paari nezano renhare,Ive akaigadzira zvine mutsindo,asi pfungwa dzake hadzina kuzvinzwa.
Steve Jobs anoita kunge ari kukurudzira kukuru kwauri.
Wakaverenga here bhuku pamusoro paSteve Jobs naWalter Isaacson? Zvose zvaunoda kuziva zvinogona kuwanikwa mairi. Steve Jobs aive shasha yekushambadzira. Ainzwisisa kuti kushambadzira kunoshandira vanhu. Kutanga iwe unofanirwa kuwana izvo vanhu vanoda uye wozodzidzisa komputa yako kuzviita. Semuenzaniso, Microsoft inotora nzira yakapesana, iyo inotanga kugadzira chigadzirwa chayo uye chete ipapo inoedza kuitengesa kuvanhu. Zvakafanana nemamwe makambani, tora Google Girazi semuenzaniso. Hapana anokuda. PaGoogle, vakaita zvakasiyana naSteve Jobs. Vakati chii chatingaita pane kufunga kuti vanhu vangadei chaizvo.
Steve aive nekunzwisisa kwakadzama kwekushambadzira uye paaiunza zvigadzirwa zvitsva aitaura nevanhu mumutauro wavo. Paairatidza iPod, haana kutsanangura kuti yakanga ine 16GB yekuyeuka - vanhu vakanga vasina hanya nokuti vakanga vasinganyatsozivi kuti zvinorevei. Panzvimbo pezvo, akavaudza kuti zvino vaigona kuisa nziyo dzine chiuru muhomwe dzavo. Zvinonzwa zvakasiyana zvachose. Kune anopfuura gumi mazano makuru ekushambadzira mukati mebhuku raIsaacson. Steve Jobs ndomumwe wemagamba angu uye anopfupikiswa nemutsara unotevera waakambotaura: Sei uchijoinha Navy iwe uchigona kuve pirate?
Pachave nehunyanzvi, asi hazvizove Mabasa kuita kuti ive blockbuster. Mabasa haasi iye akauya neutsva - aingokwanisa kusimudzira nenzira inoshamisa uye, pamusoro pezvose, akakwanisa kusarudza kuti ndezvipi zvezvitsva zvakapiwa zvaizoiswa pamusika. Jony Ive, semuenzaniso, ane zana rakapetwa kazana rechikwereti chekuvandudza. Yekutanga Kunyorera yaive Wozniak, iyo inotevera Kunyorera yaive yakanyanya kubva kuXerox. IPod yakadaro yakanyatsogadzirwa panguva yekushanya kuJapan, uko mushandi waJobs "netsaona" akawana diki diki hard disk iro mugadziri aisamubatsira.
Ndinofungidzira kuti ndinonzwisisa zvaunoreva, asi iyi ipfungwa isina musoro kwandiri ... akakwanisa kuisimudzira ... kazhinji kazhinji akaigadzira kubva pane zvaakaona pane imwe nzvimbo. Mushure mezvose, haana kushambadzira miniature hard disk chero kupi zvako.
Hapana anoramba Ivo zvakakodzera, asi zvakare, kana zvisiri zvepfungwa uye zvisarudzo zveMabasa, nenzira yekufananidzira, Ive angadai asina basa. Uye kunyange ipapo, Mabasa ndiye ainyanya kutaura kuti zvaizotaridzika sei, akatozvigadzira pachake. Chokwadi, aisakwanisa kuita zvose pachake. Handibvume kuti Ive ane ka100 kanopfuura kunaka. Kunyangwe nekukanganisa. Uye nguva ichataura.
Zvakafanana kana ndikawana chimuti chakaita "Y" muzvisikwa uye ndogadzira chipfuramabwe kubva pachiri. Saka ndiani mugadziri? Ini kana zvisikwa nekuti zvakagadzira tsvimbo iyi?
Icho chimuti nechipfuramabwe chienzaniso chakanakisa, ndatenda.
Handibvumirane pane iyi. :) Kunyangwe ndichinzwisisa kwauri kuenda..
Mabasa aive muvambi nekuti akawanda epfungwa dzake uye nekutanga zvisizvo zvigadzirwa zvakave mafambiro chaiwo (uye mazhinji acho akange asiri, hongu).
Akanga asiri muvambi pachake, asi Jony Ive, kunyange zvazvo ari mugadziri weTOP, akave nechokwadi chokuti yakashanda, asi uyo akagadzira kuti inofanira kushanda sei nguva dzose aiva Mabasa, nokuti ainzwisisa kuti inofanira kushanda sei uye chii uye sei vanhu. vachada kuishandisa (apa ndipo pavanosiyana neboka iro kubva kuMicrosoft vasingagadziri chigadzirwa chevanhu asi nemari).
Hongu, akakwanisa kuitengesa, asi akakwanisa kutengesa chigadzirwa chaaitenda machiri nokuti akabatsira kuzvigadzira pachake, kunyanya kubva pakutanga.
Iwe unogona kunyatsotaura "nekuti akawanda epfungwa dzake uye pakutanga zvisina maturo zvigadzirwa zvakave mafambiro chaiwo" ... unotaura sekunge iwe naMabasa munobuda kunonwa doro vhiki yega yega,
Kwete aisagona… verenga bio.. :)
Steve aiziva kwenguva yakareba kuti aisazove pano zvechokwadi, uye ndinofunga kuti kukosha kwechirongwa cheApple Academy, pamwe nemagadzirirwo akaitwa Apple uye mashandiro anoita kambani, hazvikosheswi. Ini handisi kuzorasa Tim kunze pari zvino, 'kuhaya spree' yenyanzvi dzavakaratidza gore rapfuura hazvisati zvamboitika muindastiri iyi uye ndinofunga tichazoshamisika chete kana keteni rasimuka. Kana iyo 'chinhu chikuru chinotevera' chikasave chikamu chinotevera chakabudirira, saka ndapota, asi kusvika ipapo, ndingangwarira kutaura kuti Apple ichadonha pasi.
Ini handifunge kuti pane munhu ari kukanda Tim pamusoro, asi kwaingova neMabasa rimwe chete, senge Stradivarius, uye Apple ichiri kufamba nenzira yakafanotaurwa naSteve kwenguva yakareba. Ndiani, mumaonero angu, akakundikana zvakanyanya mushure meiyo ine ruoko rwemahara, ingangove Master Ive.
Akatadza nei? iOS 7 ine zvakawanda zvezvipembenene, zvakawanda zvehupenzi uye zvisina maturo, asi pakadzika zvine musoro.
iwe wakanyatsozvipindura iwe pachako, asi mushure mekunge awana masimba epamusoro-ekuita sarudzo uye akaita zvese nenzira yake, ingori nyonganiso, iOS7 semi-inoshanda kusvika zvino uye GUI neUI zvisingabatsiri zvachose, mhirizhonga, uye haisi kungovhiringidza keyboard. Zvikasadaro, ndingafara chaizvo kunzwa kubva kwauri kuti zvine musoro sei
Ndatenda mupepeti nebvunzurudzo yakanaka. Iyi ndiyo chaiyo mhando yechinyorwa chinoisa Jablíčkář kure nemakwikwi. Ramba wakadaro . . . :)
Ini zvechokwadi handisi muteveri wezvigadzirwa zveApple, asi zvakataurwa naVaTrott kuti muAsia, vanosarudza kutenga Samsung nekuda kwemutengo, iri kunze kwemutsara, nekuti mumwedzi ichangopfuura anenge munhu wese aripo anoshandisa Apple zvigadzirwa (iPhones. , iPads, nezvimwewo). Ndinozvipupurira pandinoendako nzendo dzebhizimisi. China, Taiwan, Japan, kwese kwandinotarisa, vechidiki vane zvigadzirwa zveApple zvakanyanya. Saka hazvisi maererano nemaitiro ekuti vanongoda zvinhu zvakachipa ipapo ... zvaive zvakadaro makore 4-6 apfuura ... apo Apple yakanga isingawanikwi ipapo, kutevedzera uye shanduro dzakachipa dzeSamsung nezvimwe zvakabudirira zvakasiyana! :-)
Steve Jobs anga asiri muvambi, hapana chaakagadzira zvachose. Aingove shasha yekushambadzira, aibata vashandi sechikara uye aive azere nemazita nemadunhurirwa. Ndiwo masikirwo akaitwa vatungamiri vemazuva ano, vasina simba setii, asi vakanyanya kuzvivimba, vasingaone kupfuura mumwe nemumwe. Kwavari, mabasa ndimwari. Zvikasadaro, ndine mimwe michina kubva kuApple Inc. Mune dzimwe nzira, ivo vari nani mune dzimwe nzira pane makwikwi. Kunze kweIOS 6, kuburitswa kunotevera kunonyanya kuchinja kwezvizoro, kana zvigamba.
Hurukuro yakanaka. Ndinotenda nekuda kwake.