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chen dongsheng: to run a business, you must first know what business you are doing and who you are doing business with.

2024-09-26

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source: opinion leaders

my new book "strategy is everything" has attracted a lot of attention since it was released on august 22. starting this week, i will select some chapters to share with you. the first issue is excerpted from the first part of the first chapter "positioning" "determine the direction, choose the track: what business to do? what kind of people's business to do?" to discuss with you how to find the right direction in the changes of time and space.

running a business requires a clear positioning. unlike the western positioning theory that focuses on the competition between mature enterprises and mature markets, the concept of positioning here focuses on the basic logic of establishing and operating a business. first, when preparing to start a business, everyone will take stock of themselves and look for a path to realize their dreams based on their current abilities and resources. the most fundamental thing is to figure out what they can do; second, after the establishment of the enterprise, choose the right development method based on the track and industry to which the enterprise belongs, as well as the stage of development of the enterprise.

in my opinion, there are three levels of positioning: the first is to set the direction, choose the track, and think clearly about "what business" and "who the business is for"; the second is to find your own business model, and study "how to make money" and "what to make money on"; third, any industry has cycles, and you have to solve the problem of whether you can make money now and continue to make money in the future.

therefore, the time and space perspective of entrepreneurs is the most important. they must see far, see accurately, see deeply, and see through. however, no one can foresee all subsequent changes from the beginning. again, if the direction is right, the road will become wider and wider.