Before reading "Management Practice", I have always firmly believed that the essence of an enterprise is to pursue profit, and Drucker tells us that profit is only a test of the rationality and necessity of the enterprise, and economic benefits can prove the value and authority of the enterprise. Therefore, the purpose of corporate management is not to maximize profits, but to rationalize. In addition, companies have their own missions and responsibilities.
After reading this book, I realized what I was wrong for so many years. It's like billions of beautiful times, if it weren't for a glimpse of this moment, missed it without knowing it.
Originally, according to my reading plan and speed, I had to read 2 books a week. However, when I contacted "Management Practice", I immediately changed my reading plan. It was not because I had no principles, but because of the concepts and insights in the book. , I have to stop and think seriously. Just like reading the Tao Te Ching, a good book requires precision. As a result, this "Management Practice" made me not finish reading one book in 2 weeks.
Peter F. Drucker (1909.11.19~2005.11.11), the father of modern management, his works have influenced generations of scholars and entrepreneurs who pursue innovation and best management practices, and various types of business management The courses are also deeply influenced by Peter Drucker's thoughts. Peter Drucker was born in Vienna in 1909. He was originally from the Netherlands and moved to the United States. Drucker grew up in a wealthy cultural environment. His autobiographical novel "The Spectator" written in 1979 gave a detailed and vivid description of his growth process.
Drucker's management ideas have unique ideas and insights, and have universal practicability.
Drucker is a veritable pioneer of management. His contribution to management is no less than any great invention. He makes management a discipline, and he makes management an effective tool for enterprises. To this day, reading Mr. Drucker's works again, there will still be a feeling of awakening from a dream. His thoughts are enduring and can stand the test of time.
Drucker is not an academic. He believes that, in the final analysis, management is a practice. Its essence lies not in "knowledge" but in "action". Its verification lies not in logic but in results. Its only authority is achievement.
Management is a practical discipline, not an academic.
Many entrepreneurs are familiar with Drucker, but when they are in trouble, they still say that they are difficult to control. The reason is that Drucker only tells you how to find and solve the problem direction and ideas, but never gives a specific solution. According to Drucker's view that "management is not a science, not an art, but a kind of practice", if you want to really improve your management skills, you can't just talk about it on paper, and more need to be understood in the actual application process. And sentiment.
On October 12, 2019, at Xinhua Bookstore in Yunyang County, Chongqing, readers were reading books on finance, law, and policy. Drucker
Drucker was the first person to look at management in a systematic way.
Drucker believed that "organizations are organs of society", "management is organs of organizations", and organs are a biological concept. The organs do not exist for their own purposes, but to contribute to the whole. Although this attitude of seeing things divided into two is absurd from the absolutized thinking of the West, it has the same effect as the “combination” emphasized by the ancient Eastern civilization. The emphasis on management practices seems to reflect the ancient tradition of "the unity of knowledge and action" in Chinese culture.
While pursuing economic benefits, enterprises must bear the burden of contributing to society. Only when enterprises contribute value to society can they be recognized by society, otherwise they will be intolerable by society and cause society to counteract it.
01 Drucker said that the purpose of the company is to create customers, the company's market positioning, the products created must meet the voluntary payment of customers.
"Pingduoduo" fission marketing event: Netizens jokingly called "Kingduoduo", routine consumers, hurting "public opinion", it is undoubtedly a short-sighted "false innovation".
Some time ago, the "Pinduoduo" fission marketing incident hit Zhihu hot search headlines. Such a malicious marketing method that obviously hurts "public opinion" is undoubtedly a short-sighted approach. The product manager who designed this marketing plan is estimated to be still Sleeping with pride, don't you know that even Tang Taizong understood that "water can carry a boat, and it can overturn it". What can you be proud of?
With the bait thrown by Pinduoduo, some consumers feel profitable, but more are beginning to become bored. Tencent has issued a statement before to crack down on this malicious fission marketing incident.
Similarly, a certain "you can make money on foot" APP used the name of "send money" to frantically "circulate money" and engage in illegal pyramid schemes. Recently, many people reported it and was blocked by the court.
"A certain novel APP gives Huawei P30 for free", "A certain treasure brushes video to give money", and even "A certain hand" has started similar marketing advertisements. Recently, "A certain pig farm gives money", this kind of fission marketing is big There is a growing momentum.
In the early days when the bonus was there, consumers were pinched by your nose for the bait, and most people would bear it, but the customer base obtained in this way would take the bonus and curse at the same time.
All “innovations” that do not care about the user experience and are not really for the convenience of the people are undoubtedly self-healing and a “pseudo-innovation” without social contribution.
The compulsive marketing model will undoubtedly only be short-lived. Once it causes social revulsion and social resistance, the loss may not only be a little productivity problem, but the life of the enterprise. Therefore, it is better to stop as soon as possible for this kind of routine consumer marketing model.
02 When enterprises set management performance and achievement goals, they often only focus on how to allocate resources and pursue the profitability of the enterprise, and ignore the areas of cultivating manager performance, cultivating managers, employee performance and work attitudes, and social responsibility.
Derek said that when companies hire employees, they hire the whole person, not his hands or any part of his body. Regarding employees as resources, the manager’s job is to encourage and guide the growth of individuals. The organization of work must be done so that all of the individual’s strengths, initiative, sense of responsibility and abilities can contribute to the performance and advantages of the group.
Ignore the fields of cultivating manager performance, cultivating managers, employee performance and work attitude, and social responsibility. Cause labor problems, or at least reduce productivity, and because of the company's irresponsible behavior, and arouse many social restrictions on the company. Enterprises may lose their lives as a result.
Precisely because these areas are ignored, it will soon cause specific losses in the company's market position, innovative productivity, physical and financial resources, and profitability, and finally end the life of the company.
The most typical case is the "Netease violent layoffs" incident. Such managers, who are accustomed to considering their own interests rather than the common interests of the company, will become selfish, narrow-minded, lack enterprising, and lack leadership skills. The insightful rat is short-sighted.
An enterprise needs the spirit of an organizer. When this type of person is used, it is easy to hide dirt and use power as a tool for personal gain. This will eventually make the enterprise lose the spirit of organizer and the motivation for self-management and innovation.
In the early years, the "Sanlu Milk Powder" incident and the "Shuanghui Clenbuterol" incident should be attributed to the typical management cases of this type of manager. They only care for their own profits. The once popular and thriving enterprises collapsed overnight.
An enterprise is a social organization. It must assume the responsibility of contributing economic benefits and developing society, while being supervised by the society. Once it violates the wishes of the society, it will be restricted by society, reducing production capacity, and even loss of life of the enterprise.
03The measurement standard of performance management is self-inspection management, not control and supervision of others.
Managers must establish measurement standards, and measurement standards are critical to the performance of the entire organization and individual performance. The manager must determine a measurement standard for each person. The measurement standard must not only focus on the performance of the organization, but also focus on the individual's work and help him do well. He analyzes, evaluates and explains the achievements. He communicated the significance and results of these measurements to his subordinates, superiors and peers.
Measurement first requires analytical ability, but it also requires measurement to be used to promote self-control, rather than as a tool to control others. Measurement is often abused, so it is currently the weakest area in the work of managers. Drucker advocates that the results of measurement should be informed to the parties.
In actual business management, KPI targets are often used by companies to supervise and control managers, rather than managers to manage themselves.
Therefore, Drucker prefers the "OKR Working Method", which is used by many Internet high-tech companies such as Intel, Google, and LinkedIn, and has achieved high team performance.
The author of "OKR Work Method" is Christina Wattke. She is a senior product manager of LinkedIn, an expert in information architecture and product design, and the founder and first president of a global information architecture organization. She has a wealth of Practical experience.
Peter Drucker said in his book "On Leadership": In the
20th century, the most important contribution made by management was to increase the productivity of manual workers by 50 times; in the
21st century, management needs to make the most An important contribution is to increase the productivity of knowledge workers by 50 times
Here is a story about the Golden Apple: Atalante is the fastest runner in Sparta, but she never wanted to get married. Her father was very anxious and wanted to marry her early and decided to hold a run. In the game, the person who wins the game can marry Atalante. Atalante said to her dad that she should also participate in the competition. As long as no one can beat her, she can remain free.
During the game, Atalante strove to run, surpassing everyone, until a young man named Hippomenes appeared, and they were close together. He kept holding three golden apples in his hand. Whenever Atalante was going to overtake him, he would throw a golden apple on her race track, and Atalante would pick it up. In this way, the young man finally A small advantage won the game, and Atalante had to marry him.
If Atalante has set a goal for herself before the game, and is always unaffected by (Golden Apple) focusing on the goal, then she can actually win through strength and maintain her free body.
So, how important is it to set a good goal, and to be able to focus and persist consistently, and OKR can help you reach your goal.
The above are the highlights of management that I saw in Drucker. I will share with you. If you want to learn management, I suggest you read Drucker.