Those confused employees in big companies, don't use the activeness in your WeChat Moments to cover up your inaction.

Recently, I talked with several senior professionals from large companies who want to make a career transition but are very confused.

Actually, confusion is a normal part of life. Everyone has experienced it. The key is how you cope with it and what you will do.

The common practices are: seeking advice from others, spending money on courses, and reading reference books.

If you do these things, you will definitely become even more confused.

It's not that these things are wrong. Instead, you can't learn anything without practical experience.

In the early stage of starting a business, what is the product? Who are the customers? How to sell the goods? All these are question marks.

When I was confused at that time, I also read a lot of books, attended a lot of lectures, and talked to almost everyone around me.

What was the result? It was useless.

It's not that people were insincere. The problems were not targeted and were too broad.

When we were doing things, the questions we asked were very abstract and ineffective.

Forcing others to answer at this time won't get us satisfactory answers. What's worse, if there are a few people giving random advice, we will be even more confused.

So, where do truly useful suggestions come from?

After crazy exploration, working on products, content, and sales, when encountering specific bottlenecks, then seeking advice from others, the answers we get are often more accurate.

The most crucial advice I ever received was from a senior who has been through it all.

He also came from a large company before. He is older than me. Now he is an entrepreneur who has received multiple rounds of financing and has quietly made a lot of money. He can accurately diagnose the problems of start - up companies.

His advice to us was that in the stage from 0 to 0.1, don't innovate or seek differentiation. Just adopt a follow - up strategy.

In the consulting industry we are in, the competition pattern is extremely fragmented. Launching a product that the market is willing to pay for and that users have a habit of paying for can at least ensure survival first.

I suddenly understood at that time. First follow, then innovate, and immediately get to work.

This was a turning point.

After that, things went more and more smoothly for us, and my thinking became clearer.

This was due to the guidance of the senior and my previous extensive accumulation. Maybe it was because someone gave me a hint during my crazy attempts that I could understand things quickly.

If I just stood still, even if Jack Ma came, it wouldn't help.

Learn while doing. Only in action can you ask real questions.

Since then, starting to do things first has become an important principle for me in doing things.

Moreover, I particularly despise those who talk a lot but never take action.

They always bring waves of anxiety but only ask ineffective questions. They are a burden to society.

To solve confusion, just learning is not enough. You must take action!

How to take action? Three core points:

1. Work on products: Don't aim for perfection. Put it on the shelf and sell it first.

Combine your core skills with the market's most likely paying demands, quickly list, combine, and package the simplest but deliverable product (even if it's a consulting plan, a report, or a diagnosis).

Don't pursue "revolutionary". First, pursue "usable" and "someone willing to pay".

2. Work on content: The super carrier of trust and transactions.

Ordinary people lack resources, connections, and funds. How to break the deadlock?

Only by working on content. If you have money, you can buy traffic.

Since we don't have that much money, immediately, right away, and continuously produce content. Don't wait for the perfect moment. Just publish it. Writing on WeChat official accounts, shooting short videos, doing live - streaming, or posting on Moments are all okay.

The core is: Let your target customers see you, get to know you, and think you have something valuable.

3. Work on sales: Without transactions, everything is zero.

You have a product but no transactions. It's not that you can't sell. It's that you haven't matched the people - content - product.

The core lies in: Accurately match "people - content - product".

Who are attracted by the content you talk about? What problems do they need to solve? Can your product solve these problems? Is the price appropriate?

So, there is actually a core framework for the success of super individuals:

These three "work on" are not linear. They are circular!

The product receives traffic, the content brings leads, the sales verify the product and content, and the data feedback optimizes the product and content. Only by taking action can the flywheel start to turn!

We have a manufacturing client in a typical dilemma: having a product but not knowing how to create content and even less how to sell it.

Initially, they wanted to follow the old path: recruiting a sales team and expanding channels. The results were slow, and the cost was high.

The strategy we gave them was to take a two - pronged approach.

Offline, "work on connections": Don't just talk. Focus on actions: Frequently participate in industry summits, association activities, and exhibitions. Have a clear goal: Add WeChat contacts! Build a resource pool. But this is just the starting point!

Online, "work on exposure": This is a key breakthrough point. The founder's IP + live - streaming! Treat the WeChat contacts added offline and the new online traffic as the seed user pool.

In the past, after participating in an exhibition and adding a lot of WeChat contacts, there was no follow - up.

Now, adding WeChat contacts is just the starting point. Use short videos and live - streaming to continuously expose yourself, your product, and your company, and keep bombarding.

Let them remember you, get to know you, and become interested, and finally enter into in - depth communication.

With this set of online + offline strategies, they have accumulated nearly 3 million lead resources from zero sales leads.

What I particularly admire about them is that they are full of enthusiasm and not restricted by too many theories.

Since we showed them our relevant cases, they gradually began to trust us. We cooperated very well with each other, and they quickly achieved results.

So, now I'm most afraid of hearing questions like these:

"Teacher Han, how to do well on Video Accounts? How to create content? How to build an IP? How to make transactions?"

My first reaction is: Asking before taking action. It's impossible to answer.

1. "Zero - practice" questions: Abstract, broad, and unanswerable.

For example: "How to combine my products?"

Excuse me: What category is your product? What are its attributes? Is it low - priced or high - end? Are you selling in the public domain or the private domain? Who are your customers? In what scenarios? What's the market supply like?

The questioner himself hasn't thought clearly. The root cause is that he hasn't taken action and doesn't know where the real bottlenecks are.

2. "Real - practice" questions: Specific, sharp, and solvable.

For example: "I'm an eloquence teacher. I'm selling a 199 - yuan course to parents of primary school students in the live - streaming room. The viewership is 2000, but the sales are stuck at 1000 yuan. How to improve it?"

This question is very specific. There are three aspects that can be adjusted:

Either adjust the target group, or adjust the product, or adjust the conversion rate.

Many confused professionals from large companies use their active presence on Moments to cover up their laziness in taking action.

They post various photos of themselves studying, socializing, and reading books, spending a lot of money, but they haven't even posted a single video.

Don't even ask. Once you ask, they'll say: I'm looking for my positioning.

Some friends take a month to post 3 videos. A team with strong execution ability can achieve daily updates in a month.

Don't worry about the results at first. After accumulating practical experience, then consult seniors and find your positioning. That's the right way to do it.

What's the use of just a few videos?

From 0 to 1, there must be an accumulation of quantity. Find the feeling and adjust the direction in the process. When the quantity changes lead to a qualitative change, you can see the benefits.

This is why I founded the Lion Path Club.

The club provides long - term companionship, and members can learn from each other. I provide solutions and answer questions according to each person's situation.

Of course, before doing anything:

I will first urge everyone to take action, starting from today!

This article is from the WeChat official account “Diary of an Operation Dog” (ID: yunyingriji), author: Han Xu. Republished by 36Kr with permission.