Where is the mistake of the management professor

Author: Chen Nian Nan
Publisher:
Publish Date: 2006-01-01
Features: A story can be peeled in three layers, meaning it can be utilized in three different levels. In the industry, the concept of "added value" is often mentioned, indicating that industries with higher processing levels have greater added value. Similarly, the deeper a story is utilized, the more it can unfold its educational function and value. Peeling a layer refers to simply telling a story, using it as an introduction for conversation or educational training to enhance attractiveness or ease a serious atmosphere. Peeling the second layer refers to deriving management, service, and educational concepts and methods from the story, avoiding the traditional practice of preaching to people, making the listeners more willing to accept the information received. Peeling the third layer refers to further applying one's own life or work experience to the concepts and methods derived from the story, becoming a reference and learning example for others, thereby transforming concepts into actions and achieving tangible benefits. This book introduces stories closely related to management, prompting deep reflection.
[Preface] I once read the story of Schlitz Beer's growth. In the 1920s, there were about ten competing breweries in the American beer market, and Schlitz Beer ranked eighth. At that time, Schlitz Beer hired a marketing consultant who specifically visited the brewery to understand the professional knowledge and brewing process. Schlitz Beer's factory was located by Lake Michigan. Although the lake water was very clear at the time, they drilled two self-flowing wells, each 500 feet deep, because they had to reach this depth to find excellent water quality and adjust the minerals in the beer to the perfect level. The factory staff explained to the consultant that they had conducted 1,623 experiments over five years to develop the yeast that was then considered the best in the industry. They also showed the consultant the three distillation water treatment procedures before brewing. Additionally, before bottling, each bottle was sterilized with 600-degree Celsius steam to ensure the killing of all bacteria. After the visit, the consultant advised the company's management to present this unfamiliar brewing process to the consumers, so they could understand it. The top executives were puzzled and asked, "Why do this? All beer factories do the same thing!" The consultant replied, "All beer manufacturers convey the same message in their advertisements: 'Our beer is pure,' but none of them clearly explain what 'pure' means—they just say 'pure, pure, pure' endlessly. The key here is that whoever can tell a story and explain the reasons and process will gain a leading position in the market." Schlitz Beer followed the consultant's advice and implemented the marketing strategy he proposed. Six months later, Schlitz Beer became the leading brand in the American beer market.
"Learning through entertainment" is the best way to implement education, and storytelling is the best tool for motivation, influence, and persuasion. Listening to stories is an activity that people of all ages never tire of, yet no one enjoys being lectured. Therefore, replacing preaching with storytelling should be the best educational and teaching method. Leaders, parents, and teachers should all recognize and possess this understanding and ability. Throughout my long career in corporate management, whether teaching subordinates, serving as a lecturer, or writing, I have been accustomed to using stories to illustrate management concepts and methods, then incorporating some practical operational experiences to help subordinates, students, or readers better understand, enhance attractiveness, and improve communication effectiveness.