Why do you know how to operate capital? Because in a project, every part has capital operation, financing, investment, mortgage and various asset securitization.
In other words, we are now facing a very big problem. Most of our existing talents are single talents, and we cannot do the integrated operation required by the modern cultural industry.
Therefore, the topic I started today is ” upgrading talents in cultural industries”. I will combine management philosophy and cultural industry to explain ” talent upgrading”.
Professional Managers Pay Attention to the Present
Entrepreneurs Pay More Attention to the Future
What I’m saying may be different from what everyone thinks at ordinary times, a little more complicated.
As we all know, we are now talking about ” double innovation”, that is, mass entrepreneurship and innovation. All of you here don’t know if anyone is working as a boss. Some people who are bosses are full of expectation for the future, while others are full of worries about the future. Who is suitable for the two types of people to be bosses?
Of course, they are people who are full of expectation for the future. If you are not full of expectation for the future, don’t start a company. For example, you recruited many people and did not regard it as an opportunity but as a burden.
My first question is, are you suitable to be an entrepreneur or a manager?
What is the second question to consider clearly? As we all know, many companies are making bets now. How high is the success rate of gambling? I don’t know.
It depends on whether you are an entrepreneur or a professional manager. If you are a professional manager, the success rate of gambling is very high. If you are an entrepreneur, the success rate of gambling is extremely low.
Why is it extremely low? Entrepreneurs don’t know how to settle accounts and often don’t follow plans. Entrepreneurs don’t know when to earn much money and what they can do, but they don’t know when and to what extent they can do it. He hands over plans, financing and so on to professional managers.
Therefore, entrepreneurs cannot gamble. Professional managers are all successful in gambling ( you can ask professional managers to help run the company ). Everyone needs to solve these two problems. What are you suitable for? Are you suitable for being an entrepreneur or a professional manager?
Let’s solve the second problem: entrepreneurs, businessmen, artists and professional managers. What are the differences between these people? Which role should I play?
It is known that conflicts often arise between these roles, such as artists and professional managers, or artists and technicians.
Jobs did not think that art and technology should learn from each other until he bought Pixar Animation. What should he learn from each other? Artists need rational training while technicians need to know more about creativity.
Here, let’s first discuss the problem from the first angle. What is the difference between entrepreneurs and businessmen?
Let me give you an example. Entrepreneurs plant trees and businessmen buy and sell wood. All of you who are engaged in cultural industries, are you suitable for growing wood or trading wood? There are few entrepreneurs engaged in cultural industries in China, because planting trees is equivalent to developing sustainable IP, and buying and selling wood is equivalent to buying IP of others.
Have you noticed that our Chinese film companies almost rely on their current year’s income to solve their current year’s financial problems, while Disney films have 60% to 70% of their current year’s income, that is to say, all Disney’s income is continuous, while our income is not.
It is also selling mobile phones. What is the difference in business model between Apple and other companies?
The business model of other mobile phone companies is a one-off income, and there will be no economic benefits after the sale of mobile phones. What about Apple? After selling the mobile phone, all users can get 30% of the share as long as they download the content in their App Store, which means that its business model is sustainable.
We can say that as entrepreneurs, they need to have sustained thinking, patience and face the future. Otherwise, you are a businessman. Then whether I am an entrepreneur or a businessman, we need to consider it clearly. This is a very important thing.
We will now further discuss the thinking characteristics of entrepreneurs in detail. Intuition, innovation, passion, personality and insight are the characteristics of entrepreneurs and are very close to the way of thinking of artists, that is, intuitive thinking.
They often know the general direction, but do not know how to implement it. This is intuition. However, there is a big difference between artists and entrepreneurs. Entrepreneurs have result-oriented thinking, while artists do not.
Therefore, if artists want to be entrepreneurs, they must have result-oriented thinking. Take movie making as an example. The movie made by an artist is called artistic movie. It combines his own inspiration and is made for himself, not for others. The movie made by an entrepreneur is for others, so it is called commercial movie.
Artists ” love what they love” and entrepreneurs ” love what you love” ( in fact, they want to empty your pockets ). This is the difference between artists and entrepreneurs.
Results orientation is a very important thinking feature. Entrepreneurs have dual thinking, both intuitive thinking and result-oriented thinking. Artists have intuition and passion, and there is no result-oriented thinking, which makes a big difference.
What are the characteristics of professional managers? Professional managers can do everything very specifically, making detailed plans, writing detailed business plans, and being able to lead teams. The more team members, the better. Entrepreneurs are not good at leading teams. Why do entrepreneurs need professional managers?
Because more than a few entrepreneurs can’t carry them, competent professional managers can lead thousands of troops, that is to say, entrepreneurs can ” will” and can lead senior professional managers, while senior managers can ” will” and this is the difference between them.
We divide entrepreneurs and professional managers into two types of abilities, one is leadership and the other is management.
Management pays more attention to details and leadership pays more attention to personal charm. Furthermore, entrepreneurs attach more importance to intuition and professional managers attach more importance to analysis. Therefore, professional managers’ thinking is analytical, but there are also people with special talents who have both intuitive and analytical thinking. This kind of thinking is both entrepreneur and professional manager, and is a super entrepreneur.
In addition, professional managers pay more attention to the present and entrepreneurs pay more attention to the future. Entrepreneurs’ main task is to employ people, and professional managers’ main task is to do things.
Their tasks are different, their duties are different, and everything is different. Entrepreneurs, senior managers, artists, technicians and professionals, including so-called cross-border people, professional executives and business model consultants.
Every role is different. What are our abilities suitable for? These things need to be considered.
When you become the head of the company
To make the way of thinking more abstract
Now I’m going to talk about the way of thinking in talent promotion.
I want to ask you, when you were doing your first job, was there any difference in your way of thinking when you became leaders?
Have you noticed that your first job must be very specific, and your thinking is also very specific and functional.
When you become the head of a company organization, you must be thinking about very abstract issues, and basically none of them are specific.
From concrete thinking mode to abstract thinking mode, how can this change be completed? Who can help you finish it? No one, only oneself can complete. Therefore, you must remember that when you become the head of the company, you must change your way of thinking into a very abstract one.
From this we can understand why many talented people are not appreciated by leaders. Because leaders talk about abstract problems, you immediately turn them into concrete problems and functional problems. Leaders will think that they are not at the same level as your thinking and that you have no height.
What is altitude? Height means being in clouds and fog. Therefore, we must understand that when talking with leaders, we must always talk about abstract issues and try our best not to talk about specific issues.
For example, I asked everyone how to understand the new media at the ” Feng Huo Wen Chuang Conference”. Have you noticed that there are two types of people in China who are working as new media, one is people from the original newspaper companies, and the other is people from other industries who switch to work as new media. New media is something that everyone innovates. What is the difference between these two types of people doing new media?
People in traditional newspapers do new media, all of which are news releases, that is, news clients or news websites. They only do one thing. Is there any difference between this and traditional newspapers? There is no difference, it is to publish and disseminate the content, but it was originally a newspaper and now it has moved to the internet, right?
But now I’ll give you an example. There is a WeChat public address called ” Yitiao”, which has been in operation for more than four years. It has become an e-commerce company through the public address platform, with a turnover of more than 2 billion a year and an estimated value of more than 600 million US dollars.
It can be said that in practice, there are many problems in our basic thinking, industrial thinking, talent structure, talent thinking, talent ability, government policies, etc.
First, we think that the entire industry is only a simple evolution, which has actually reached a very complicated and high-end stage.
We have always regarded the Internet as a new medium and the new medium as a tool for dissemination. In fact, the biggest function of the new medium is to serve as a marketplace. Many people say that advertising has no dividend now and new media companies have no chance to develop.
I don’t think so. The bonus period for new media from advertising profits has passed, so turning it into an e-commerce platform, like the ” one” that has developed rapidly in recent years, is a good opportunity.
The second question is, the habits of our local governments are still stuck in the pattern of attracting foreign investment in the 1980s, right?
Recently, kinetic energy conversion has been discussed all over the country, but how should kinetic energy conversion be carried out? We should study the best model. For example, a city should make the best model in China. We should learn from it.
However, this is not the way we are now. We set aside a so-called ” kinetic energy conversion experimental area” and then look for enterprises to settle down. We only look at the strength and performance of enterprises. Is this not a return to the 1980s?
The third problem is that the knowledge structure is single.
Recently I heard that there is a very popular saying called ” slash youth”. For example, as a philosophy professor, I study the cultural industry, write novels, like mobile phone photography, and am also a stock analyst ( in fact, I started my stock analysis in 1993, and I came to the conclusion that Chinese stocks are greatly influenced by various factors, so you didn’t see the paper I studied, in fact, it wasn’t that I didn’t study, but that I couldn’t publish it ).
I call myself slash youth. It can be said that most fields require cross-border skills and talents. That is to say, today we cannot only do the education of professional knowledge in one field, we must do the education of slash concept. In short, we need to do real cross – border.
We do not really cross the border now. Take the cultural real estate that many people are doing now as an example. It is very cross-border to do both cultural projects and real estate, but we are only doing real estate now.
The fourth problem is the future direction.
One of the key points I’m talking about today is that we should face the future. However, most of us are in order to solve the present situation and have no time to make a promotion for ourselves. Have you found out that we need not only execution but also insight.
Let me give an example. Now everyone is making public numbers, which are mainly written. Will public numbers become mainly video by the end of this year? In two years’ time, what will it be? This requires future-oriented insight.
Finally, our requirements for talents are not very specific, which is also a big problem.
We often talk about comprehensive talents now. What is the specific integration? This is a problem that we must consider. A U.S. agency released a report saying that in ten years, 65% of the existing jobs will be canceled. This is a huge problem facing all our people.
College students cannot find a job after graduation, or the job will disappear after a few years. Have you noticed that the newspaper industry is sacking people recently, and radio and television are also sacking people, isn’t that a problem? What is our problem? We have no specific requirements for talents and lack the training of thinking ability.
To upgrade talents
Next, I will do some specific, important and difficult thinking.
First, there must be demand-oriented thinking.
For example, what kind of people are needed in the future, for example, how do we integrate technology and culture? I suggest all of you to take a look at the most advanced practices in the market, such as the alumni Dai Xu I mentioned just now, such as Mei Hong.
Their latest creative design now combines traditional creativity with modern technology. Culture and technology can be put on the Internet or in the creative experience center. I call their project ” comprehensive creative show”. They showed their results at the ” Fenghuo Wenchuang Conference”, which was very attractive.
Second, we should avoid the phenomenon of ” morality is not worthy of position”
Everything we do is related to the way of thinking. The so-called ” virtue is not worthy”, not only values, but also capabilities. The ancients said that ” small talents make great use of” is also a manifestation of virtue not worthy. Therefore, every time we rise to a higher level, our thinking, values and talents should be improved accordingly.
Third, people in all industries should integrate into the Internet.
At present, China’s largest movie company is Cat’s Eye. The largest travel company, catering company, advertising company and technology company in China are basically closely integrated with the Internet. Many people will ask, what about real estate companies? In fact, the real estate company is facing the problem of transformation at present, because it is separated from the Internet, so it is facing great pressure.
At present, the market value of China’s 30 largest real estate companies is not as good as that of Tencent after its stock price fell. Therefore, we must understand the Internet in order to grasp the business opportunities of Internet platforms and combination of online and offline.
Fourth, the issue of social responsibility
The bigger your enterprise is, the higher your position is, the stronger your sense of social responsibility should be, because everyone regards you as the leader and represents the future direction. We cannot predict which company will become the leader of the cultural industry. However, no matter which company is the leader, it will definitely take on more social responsibilities. This is what everyone must pay attention to.
Fifth, draw lessons from and innovate the problem
Innovation or imitation? This is a question worth thinking about. I have learned that many provinces in the central and western regions, and even the eastern provinces, are digging up traditional culture, hoping to turn historical and cultural celebrities into cultural industries, but this is not the way cultural industries do it. The cultural industry in the United States is very strong and Washington has not been developed into an industry. Some cities want to rely on celebrity economy. As a result, it is not only difficult to innovate, but even destroy the original cultural foundation.
I suggest that a better way at this time is to learn from places and enterprises with advanced cultural industries. Therefore, some places should not do ” forced innovation”. The concept is already very backward, and it is impossible to innovate directly if one has to do the most difficult thing. It is better to imitate if one lacks such talents who engage in celebrities.
Cultivate ” One Ability and More Talents”
Since the cross-border of cultural industries ( cultural and tourism industries, etc. ) has become the new normal, we first need to face the future, analyze the industrial trend and explore the talent trend.
What is the point? I call it ” one ability and many talents” ( one skill and knowledge or talent in many fields ).
First of all, your ability should be competent for your main business. Second, you should be able to continuously improve your ability in other areas ( requiring cross-border areas ).
I hope all our teachers studying cultural industries can understand it.