在互联网时代，只要有场景，就自带流量。 现在品牌之难，就在于它即使有钱也没处花。即使花钱，传播量级也不够。 但是，也有柳暗花明之处。小试场景营销，发现即使是不那么知名的企业，并没有怎么花钱，通过场景 营销也能在很短时间内取得不错的业绩。 因为场景自带强大的传播基因，或者说场景自带流量。场景营销的认知效率之高，接近美国营销大师唐 ·舒尔茨提出的近乎理想化的整合营销传播 （IMC）。 商业的极简结构是企业战略咨询师施炜提出的认知、交易和关系三位一体。所有的商业活动，都可以纳 入上述三位一体的结构中。 口碑是认知，品牌是认知， IP（知识产权）是认知，UGC（用户生成内容）是认知，一切传播商业价 值的活动都是认知。这是本文讲的重点。 线下渠道是交易，电商是交易，即时零售是交易。一切让用户便利获得产品或服务的方式都是交易。 关系在商业中的价值，就是信任背书。历史形成的人际关系，有利于商业活动获得信任背书，降低交易 成本。同时，关系背书有助于降低认知成本。 如果说上述商业结构有一个起点的话，那就是认知。因为有认知，所以有交易；因为有交易，所以建立 了关系，包括线上关系、线下关系、社群关系。认知、交易和关系都可以建立在三 ...

洞见 （ DJ00123987 ） —— 不一样的观点，不一样的故事， 3000 万人订阅的微信大号。点击标题下蓝字 " 洞见 " 关注，我们将为您提供有价值、有意思的 延伸阅读。 作者：不有趣灵魂 来源：至书 （ID: Gosoul421） 鸟要挣脱出壳，蛋就是全世界。 ♬ 点上方播放按钮可收听洞见主播素年锦时 朗读音频 人这一生，都活在自己的认知里。 在我们认知之外的东西，即便放在我们面前，我们也无法真正理解，在乌鸦的世界里，整个世界都是黑的。 一个人的认知，就是他的生活。 上学的时候，读庄子的 《秋水》，读的是河伯见大海而"望洋兴叹"的故事，后来读《秋水》，读的是认知的故事。 你的认知，决定了你的生活，反过来，你的生活，也会反向塑造你的认知。 那个坐在井里的青蛙，看到的天只有井口那么大，实在不是青蛙的问题，而是因为它从来就没离开过深井，没有见过井外面的世界。 在《秋水》里，庄子讲的第一个故事，就是一个人突破自己的认知后，才发现原来的自己是多么无知。 河伯是传说中的河神，掌管黄河。 秋水时至，百川灌河。 黄河水位暴涨，声势巨大，两岸之间， 牛马不辨 。 眼见自己掌管的黄河如此雄浑壮阔，河伯非常高兴，感觉这 ...

Core Insights - The article emphasizes the importance of self-improvement and personal growth as articulated by Jack Ma, highlighting his philosophy on life and success [1] Group 1 - Jack Ma advocates for continuous effort in becoming a better version of oneself [1]

Core Viewpoint - The article highlights the disparity in earning potential in today's economy, emphasizing that the key difference lies in cognitive awareness and the ability to identify and act on opportunities [1][24]. Group 1: Business Model and Opportunity - A case study is presented about a blogger selling a document containing information on medical beauty clinics in South Korea, which compiles user experiences to help others avoid pitfalls [2][3]. - The document has gathered over 300 clinics and is continuously updated, selling for 18 yuan, with 100,000 copies sold, generating significant revenue [4][5]. - The creation of this document requires minimal startup costs and technical skills, leveraging AI to gather information quickly [9][10]. Group 2: Market Demand and Consumer Behavior - The medical beauty market has substantial demand, but many potential consumers are deterred by the complexities involved, such as language and cultural barriers [10][12]. - The document serves as a valuable resource for consumers, allowing them to make informed decisions at a low cost compared to the potential high risks of poor medical procedures [12]. Group 3: Information Gap and Execution - The article discusses the prevalence of similar information-sharing models across various sectors, indicating that many individuals are quietly profiting from these opportunities [14][24]. - It emphasizes that the primary barrier to entry is often the perceived complexity and effort required, rather than actual technical challenges [21][24]. - The importance of identifying a market need and testing a minimal viable product is highlighted, suggesting that even small-scale efforts can validate market potential [26]. Group 4: Cognitive Awareness and Action - The article concludes that the ability to recognize and act on opportunities is crucial, with a focus on the mindset of individuals who see potential where others see obstacles [24][29]. - It encourages proactive behavior in seeking out information gaps that can be monetized, reinforcing that success is achievable through informed action [27][30].

Core Viewpoint - The article emphasizes that an individual's career advancement is determined more by their level of cognition than by hard work alone, suggesting that higher cognitive awareness leads to greater opportunities and success in the workplace [4][5]. Group 1: Cognition in Career Advancement - The article discusses the phenomenon where some employees advance quickly while others remain stagnant, attributing this to differences in cognitive levels rather than effort [4][5]. - It illustrates the "cow-horse view," where individuals who work hard without strategic thinking end up in low-paying jobs, while those who elevate their cognitive awareness can achieve management positions [7]. - The story of a character named Yanzi highlights the importance of adapting to industry changes, as her lack of foresight led to her marginalization when the company shifted focus to short videos [7]. Group 2: Wealth Cognition - The article presents the idea that mature professionals understand the importance of earning based on value rather than time, equating skill accumulation to interest earned in a bank [12][13]. - It shares an example of a character, Li Mujia, who initially viewed work as a time-for-money exchange but later realized that increasing her value was key to career success [18][19]. - The article quotes Rockefeller, stating that wealth is a compensation for cognition rather than hard work, emphasizing that maintaining valuable skills is crucial for long-term success [21][22]. Group 3: Relationship Cognition - The article categorizes workplace mindsets into three types: the "chicken" mindset (you must lose), the "sparrow" mindset (I must win), and the "eagle" mindset (we all win together), highlighting the importance of collaboration over competition [26][28]. - It recounts a story of two managers who undermined each other, resulting in their dismissal, illustrating the detrimental effects of low cognitive awareness in a team setting [30][35]. - The article concludes that successful individuals understand the value of mutual support and collaboration, which leads to shared success in the workplace [46][48].

Group 1: Business Insights - The essence of business is to acquire barriers [7] - A useful ancient rule in business involves finding a simple principle and strictly adhering to it [8] - Successful businesses can make decisions easily, while struggling businesses face significant difficulties in decision-making [11] Group 2: Work and Personal Conduct - Understanding the limitations of one's own intellect is crucial for effective problem-solving [18] - The importance of simplicity in thought and seriousness in action is emphasized [20] - Avoiding the temptation to conform to the average is essential for achieving exceptional results [22][23] Group 3: Investment Philosophy - The essence of investment is to seek mispriced opportunities [31] - The principle of investing in great companies at fair prices is reiterated multiple times [29] - The focus should be on long-term value rather than short-term gains [41] Group 4: Cognitive Models - Common sense is often misunderstood and is actually quite rare [39] - Self-deception is a significant barrier to personal growth and success [40] - The importance of maintaining integrity and honesty in one's actions is highlighted [49]