Wednesday, November 17, 2010

穿越成本 VS 等待成本

转载文章:你是否已经走进了"死亡模式"?



我在飞机上遇到一位女士。她去年本想考自己喜欢的研究生,结果失败,却出乎意料地遇了一份不错的工作。今年是考还是不考?她害怕考了又考不上,浪费时间;但是不考又不安心,已经纠结半年了。

我问她,去年你每天花多少时间学习?

她说我去年每天大概4个小时,学了3个月,考前一周突击了一下,就差3分。

我又问她,现在你每天烦这件事情大概花你多少时间?

她说从过年到现在(6个月)每天都在想,上班下班都想,烦死了。

花时间来郁闷,是等待成本。花时间来尝试,是穿越成本。这位女生花来郁闷的时间,如果是每天5小时(上班下班都在想),一共6个月,那就是9000小时。而去年她差3分就过的考研,每天用4小时,3个月,考前突击一周(算每天20小时),

成本计算如下:

穿越成本:(4h × 3 × 30)+(20h× 7)= 500 h

等待成本:5h× 6 × 30 = 900 h

等待成本几乎是穿越成本的1.8倍!

在这个故事里面,这个人陷入一个这样的心智模式:越等待,越没有时间和信心;越没有时间和信心,就越不敢考研。这个人会在今年考研前最终放弃,在新的一年,等待的焦虑会继续消磨这个人的信心和能力,一直到她终有一天完全放弃为止。

当一个人等待与拖延的成本远远高于他真正开始行动所需要的成本,他就会慢慢陷入越等待越不行动的怪圈。我把这个模式称为:“等死模式”。

我在一个聚会中间谈到了等死模式。听完我这个故事,我的一个朋友走出去,十分钟后满脸喜色地回来告诉我们,YEAH!成了!

什么成了?原来这几天,她一直在纠结自己是不是该给一个大客户打电话。这个客户是她的一个重要资源:如果打了,她担心人家觉得自己公司刚创业,对 自己印象减分;如果不打,这个单子肯定就没有下文了。比这个更加纠结的是,她已经为这个事情头痛了一星期,开始失眠,和家人发脾气,面对客户越来越没有信 心了。

她听完故事,迅速计算了一下自己的等待成本和穿越成本:

等待成本 穿越成本

身心俱疲 身心愉快,早死早超生

拿不到单 还有成功的可能

影响自己其他业务 实在不成功,集中精力应付新的单子

与其在等死模式中消耗自己的心力与体力,还不如去试一试!她走到洗手间,心跳加速,打通电话,惊喜地听到对面的客户爽快地答应自己,对方还开玩笑责怪她说:为什么现在才说,还以为你找别人了呢。

一旦你陷入了等死模式,最好的选择就是行动起来,进入穿越模式!穿越也许会有短期痛苦,但是等死往往会带来更大的永久损失。《战胜拖拉》的作者尼 尔·菲奥里在书中写道:“我们真正的痛苦,来自于因耽误而产生的持续的焦虑,来自于因最后时刻所完成项目质量之低劣而产生的负罪感,还来自于因为失去人生 中许多机会而产生的深深的悔恨。”

Tuesday, September 28, 2010

Puma Clever Little Bag

For the last 21 months we have been thinking about shoeboxes: how to fold them, how to ship them and how to reduce them. In the end, we decided to get rid of them altogether because along the way we discovered a new design solution….a “clever little bag”.

Why so clever? By providing structure to a cardboard sheet, the bag uses 65% less cardboard than the standard shoe box, has no laminated printing, no tissue paper, takes up less space and weighs less in shipping, and replaces the plastic retail bag. Now happy Puma customers will take home the clever little one instead. Oh, and that little bag is non-woven which means less work and waste (it is stitched with heat), and after accompanying you in your suitcase wherever you may go, our little friend is even recyclable.

With our "clever little bag", Puma kicks-off the next pivotal phase of its' sustainability program. The tens of millions of shoes shipped in our bag will reduce water, energy and diesel consumption on the manufacturing level alone by more than 60% per year. In other words: approximately 8,500 tons less paper consumed, 20 million Megajoules of electricity saved, 1 million liters less fuel oil used and 1 million liters of water conserved. During transport 500,000 liters of diesel is saved and lastly, by replacing traditional shopping bags the difference in weight will save almost 275 tons of plastic.



Wednesday, September 22, 2010

NIKE SUMMER 2010 VC






Who’s the hero of the day? Kobe vs. LeBron. Game by Game.

Nike USA commissioned us to develop a system that easily allows them to design printed matters in a very short time, to communicate the special moment of a day.

There are different kind of solutions possible. Pure typography vs. a strong image from the game - or all together as one poster. C l e v e l a n d - C o l o ur s vs. Lakers-Colours.

Let the game begin.