AskMeAnything#2 創業是一場和自己人生的競賽

幫我看看，你最喜歡哪一段？
上週四龍華科技大學的創業競賽講座，同學們大多還沒有想好題目，但這沒關係，我們反而可以好好的討論各種想法的可行性。
我的重點不在於當一個毒舌評審，攻擊他們還不夠成熟的想法，而是去了解這些二十歲的年輕人在想什麼，有什麼問題是我可以幫他們解答的。

A Branding Strategy that Every Company Can Use

My question to you is how many of you today are doing a startup? Living up to the entrepreneur's life, extra long hours, grinding work day and night, losing sleep over your business.

My job today is here to help you become an entrepreneur. When I first started was when I was 18, and I was in the restaurant sector, managing restaurants. Then, later on, I started doing hr, import, and export, art and design, and right now I am currently doing Tech, IoT, Smart city and entrepreneur.

I remember when I first started the first lesson I learned was that I Have to keep learning. Being that life long learner. What does learning mean to me, is that in order to learn you need to ask. Not a lot of people ask questions because they think they have an understanding but in reality, it’s not what you think it’s always good to ask questions. Today I urge you guys to ask questions whether it is to me or to someone else. Personally, I would rather be a fool for a day than to be a fool for the rest of my life just because I didn't ask that question.

Alright let's talk about branding. Have you guys ever read the book The Cookoos Calling by Val Micdermid. Hopefully not, but what if i told you today that Val McDermid is one of J. K. Rowling secret Pen name. Would you have bought or even read The Cookoos Calling, if you knew it was by a famous author. After this announcement from J.K. Rowling that the book was indeed written by J.K herself book sales went through the room. The question now is if this is the doing of J.K. Rowling's brand or is it just the book is that good?

Today business struggle to find the balance between Good Branding and marketing strategies over good quality product. The reason why businesses struggle to find a balance is because the success rate of good brand is over a very long period of time. The rate of return (ROI) is too low. Small/medium companies does not one; have the money to invest long term, two; have the time to invest in long term. When a company decides to advertise, you have to buy an advertisement on a website hence the money, then you need time which you don’t have to track how well your advertisement is doing online over time. Thus in return the ROI of this investment is low, and companies don’t do branding/exposure. So then today the question is are you as a company going to ignore branding overall or put your time and money into sales. From my point of view branding these days are mostly consist of hiring models, famous people, flashy animation and eye catching slogan, but it doesn't showcase meaning or context. I strongly believe that if you want to be on the road to success in branding, as a company you need to understand that branding is an accumulative process. Quality over quantity. A well designed thought out advertisement with a hidden meaning behind it is more effective than an advertisement with no meaning. Sure that hiring actors and models can help get you more exposure and a bigger audience but without meaning you are simply showing that you have the ability to hire these famous people.

Every company today wants to make money. The investors want to know today I invested in this company. What is the main source of income for this company. Some Companies today they sell products, Then products would be their main source of income. In recent years there are some companies on the rise that are selling services. Selling a service such as spotify, apple music, Netflix. These now become recurring payment, fees that are being charged monthly. Today as an entrenapure i have started a business, called Trisco. This business is originally a Traditional business. We sell products such as battery analyzers, timing lights, automotive gadgets Huds, OEM and ODM, prototyping and research. (Enter examples here) Today Trisco main source of income is helping other people make their products. You can consider that Trisco is a factory, and doesn't have branding. The Tech and the skill set we provide is sold to other companies and then our buyers put on their own branding.

A few branding concept that I want to talk about here is let's say today you have a piece of land, a few acres of land in the city. How would you manage this land to turn it into a profitable business. Some people would say that you would build a skyscraper, a department store or better yet, a condominium. All of the answers above are all wrong. Why? It is because all of these require heavy investment of money to build your building. In business, everyone knows, that the money you spend building and refurbishing the building, constructing the building from ground 0 would mean that it would take you a long time to break even. Time is also a factor in this as how long would it take to build this building. In the business world today Time is money. The more time you spend on construction waiting for the paint to dry off, you would be burning cash. On the other hand what if you turned this into a parking lot. Your cost would be buying paint drawing lines, and setting up a ticket collecting system to help keep track of who comes in and who goes out. Lowering cost and increase instant profit. Then when the time is right as this land increase in value as the city expands build or sell.

The second branding concept is this Today if you are a construction worker. All your life you know how to build houses. How can you increase your profit and value in today's standards. For a construction worker who only knows how to build houses, what if this construction worker learned art, Learn how to build better visuals and more visually appealing architecture. The branding concept is how well you can package your product or service that is consumer oriented.

An example that serves as a living proof is Costco. Everyone has heard of Costco. Let's talk about what some of Costco has been doing that is smarter than some of its competitors such as safeway, Sam's club. Costco offers High grade meat, better and large bulk stuff all packaged nicely for its customers while having Low costs. Costco also has its own brand such as its own Kirkland, Shampoo, conditioners, office supplies, furniture, and food. With everything at such low cost and high quality things, a lot of people come to wonder how does costco turns a profit. Costco turns a profit by not selling you this certain product, they sell you a service. That is correct they sell you a membership service that ensures any defective product can be returned at any date, join our membership and you get even more discounts on top of our low price, the more you buy the bigger the discount. With this service, they charge a recurring fee for membership depending on what type of membership you have.

以貌取人，不是你想的那回事。

一個人能夠把外表維持好，是一種「自律」的表現。

外表包含身材、儀容、姿態。

維持身材很基本的道理就是吃得健康，動得勤。

但越是基本的，越不容易堅持。

人們傾向吃東西挑好吃的，健康和營養其次。

做事挑輕鬆的，效率和效果其次，可以坐就不要站，可以躺就不要坐。

人性是好吃懶做的，自律之所以難，難在違反人性。

儀容指的不是先天的長相，具體的說，我認為是皮膚狀況和化妝。皮膚要好，就是要長期做到正確的清潔、保養、作息維持、跟飲食也有關係。

每天把妝化好其實也不容易，除了要認識自己的五官臉型，還有各種SOP。每天維持自己完美的妝容，最少要多花一個小時，這些都不是一天兩天的功課，要耐得住煩，還有對自己的責任感。

就算有人說外表只是表面功夫，但我會說，如果連表面功夫也不做，哪來機會展現真本事。

一道菜再好吃，也要色彩繽紛、擺盤漂亮，客人才願意吃。臭豆腐都要泡菜來搭，對嗎？

所以說，外表的好看，是一個「基本」條件。

當然，知識和能力，還是充份條件。

而要找到好看的人加入團隊，也不是一件簡單的事。因為好看的人，選擇和機會通常也比別人多。

那要怎麼招募到有看頭的人才？

第一，要建立品牌，才能吸引這些人來應徵，沒有人想要到一家又老又醜的公司工作。和人一樣，這家公司是不是自律，自我要求，不斷成長有前景？實力重要，看起來有實力更重要。

第二，公司提供的條件有沒有競爭力？組織文化是不是展開雙手擁抱人才，還是大家深怕比自己優秀的人進來，劣幣驅逐良幣。

第三、領導人有沒有能力塑造共同願景，讓優秀的人才願意為你效力，自我驅動。記住，人才不會是你的奴才。

PODCAST 用聽的學會 平衡計分卡 策略地圖 公司策略和我有什麼關係

每家公司，無論大小，都有自己的一套策略，
員工卻常常抱怨公司沒有策略！
這中間到底出了什麼問題？

我在這一次38分鐘的演講裡面，
用策略地圖、BSC平衡計分卡以及OKR，
示範如何由上而下制訂策略、
由下而上落實策略，
達成共同願景與策略目標。

無論你是創業家、主管或是基層員工，
都要了解，
公司的策略跟你有什麼關係？
https://soundcloud.com/ttdtc1kv8fnf/r7qp2swnk5fg
#hao
#策略 #平衡計分卡 #策略地圖 #okr #kpi #bsc

沒錢、沒預算怎麼做品牌？

對，無論你是老闆，

還是你有個老闆，

老闆總是這樣：

談品牌、口頭鬆，

掏預算、手頭緊。

為什麼？

因為老闆想的品牌，

是促成交易的工具，

更清楚的說，

如果你把品牌想成推銷的手法，

你心裡在意的是轉換率，

那你掏預算手頭緊是必然的，

因為品牌的轉換率低的嚇人，

想想看，

你辦公室裡有誰不知道Chanel，

又有多少人真的擁有一個Chanel？

不過你在心裡暗許，

如果有錢，要對自己、對另一半好一點 ，

一定會送自己或對方一個Chanel。

這就是品牌，

你不會因為一個廣告，

就「轉換」成一筆交易，

但是，

如果把眼光放遠，

建立跟人們的連結，

建立正面的情感，

創造難忘的體驗，

當他們想到你、聽到你、見到你都充滿了正面的感受，

當你為他們創造價值，

而不是只想到推銷、轉換、交易，

那你更像是一個品牌，

有趣的是，

當你是品牌的時候，

你賣的反而比業務員更多。

話說回來，

沒預算怎麼做品牌？

沒錢，那就花時間吧，

花額外的時間。

我們年輕的時候不都這樣？

因為沒錢沒經驗，

為了多賺點錢，就打兩份工，

一樣能賺得比別人多。

經典的道理不變，

就算只是一天一小時都好。

這就是為什麼我早上8點~下午6點用來經營公司，

6點之後還要花時間給你免費但值錢的內容，

有些人說看不懂我在賣什麼？要怎麼賺錢？

沒錯，

我什麼都不賣，

更不需要從你身上賺錢。

因為我經營的是一輩子的品牌，

不是一次一次的交易，

對人生來說，

這是一場永遠都會贏的比賽。

今天就能做的品牌策略

當談到「品牌」的時候，
你是否腦中立刻浮現的是花大錢，
設計漂亮的LOGO，
請名人代言，在媒體上大打廣告的策略呢？

縱然這是國際大品牌天天在做的事，
卻一點都不適合新創公司。

那麼新創到底該怎麼經營品牌，
在一開始抓對策略方向，
堅定的走下去？

最重要的是「踏踏實實的投入工作」，
什麼意思？
品牌代表著某種專業，
你擅長什麼？
你熱愛什麼？
你提供給客戶什麼？
傳達給世人的核心價值是什麼？
你必須先回答這些問題，
找到品牌為何存在的理由，

而在這之前，
你必須踏踏實實的，
投入你熱愛的工作，
培養你的專業。

通常，
核心價值不是透過課程、工作坊找出來的，
不是我們在出發前就知道的，
核心價值是等你走到接近成功的那一步，
才發現「喔！原來這就是我們的核心價值。」 經營品牌不像做菜，等萬事具備了才下鍋。
經營品牌從今天就能做，
因為品牌的重點在過程，不在結果。

從今天開始，
紀錄你的工作，
把這些學習、投入、試錯、成長的過程，
製作成有價值的內容，
分享給你的受眾。

一旦你開始做了，
就會知道經營品牌沒有終點、沒有休假，
而且工作量大得不得了
然而，
如果你真心喜愛你經營的品牌，
那麼這將是你最正確的決定。
#branding #hao #content #corevalues #hustle #品牌 #內容 #核心價值 #工作

如何在風險和成長之間做出選擇

在風險和成長之間做出選擇的關鍵，是你要輸得起。如果這個選擇最大的風險是損失100萬，你輸不輸得起？最差的情況就是回到原點，不要想著贏，先想怎麼輸。當最差的情況發生你都能接受 ，那就勇敢的選擇風險吧，因為每個風險都連結了成長的機會。

你的留言會讓我們一起成長，花3秒鐘的時間留言說 Hi，讓我們知道你最喜歡影片的哪個部份。訂閱這個Blog，然後到FB,IG,LinkedIn看更多內容，或者找我聊聊，如果你覺得有任何我可以幫忙你的地方。

Facebook: www.facebook.com/ethanliu.tw/
LinkedIn:  www.linkedin.com/in/cheng-hao-liou-7620a440/
Instagram: www.instagram.com/liouchenghao/

Ethan 劉呈顥(Haos) 是一位連續創業家，從創設連鎖餐飲品牌跨界品牌設計、藝術策展與科技電子業。2019年，Ethan 創立了 T學院創新創業加速器(T-Lab)。

T-Lab 是整合了企業資源、創投資金和育成中心的優勢，提供給創新、創業團隊一個工作平台，提高創新構想落地的可行性，也讓創業的過程更有效率、風險更低的計畫。

Ethan 曾經是拒絕聯考的小子，卻在創業後一路半工半讀唸到藝術博士，因為懂得學生時光的珍貴，所以將所學毫無保留教給學生。最重要的，培養學生說真話，勇敢做出自己的選擇，並且熱愛自己的人生。

因為懂得白手創業的困難，所以將資源整合成創業生態圈。他發下豪語，要打造二十一世紀足以代表台灣的新企業—德立斯科技。

成長沒有捷徑，唯有接受改變、學習新知、並且養成習慣。

創業沒有真理，它是一個正反合的實踐過程—了解需求、滿足需求、創造需求。

Ethan 劉呈顥，正打造一個跨域整合的創新、創業生態圈。他的夢想是建造一座自己的烏菲玆美術館。(義大利文Uffizi為辦公室之意。)

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BRINGING YOUR IDEAS TO LIFE

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