Due to the marketing plan agent bidding for a real estate development project, he has contacted more than ten real estate marketing planning companies. From the discovery of a small problem, that is, some planning companies do not seem to understand what is planning. Although they made the proposal very long, big, and dazzling, but it ended in failure, why? Because they are not planning, but the general process of real estate development, the content is mostly routine practice steps, rather than the systematic thinking that can achieve surprising results. This made me think again about the question of "what is planning?"

What is planning? I think planning is unconventional. Unconventional, that is, not taking the usual path. The routines that everyone knows are not planning. Only the practice of others has not found, or the routines that are not dare to practice, is the real planning. Of course, "playing odd fists and making strange moves" is not a simple idea, but a unique thinking, anti-conventional thinking and execution based on the market, customers, products, and opponents.

In the history of world wars, there are many battles in which anti-conventional thinking wins. In the early 1950s, the Civil War broke out on the Korean peninsula. Just as the North Korean People’s Army won the victory, the United States suddenly sent troops and interfered in the situation on the Korean peninsula. However, the United States has had serious differences at the landing sites of the US military. MacArthur, who was then a higher commander, wanted to land in Incheon, but his idea was immediately raised by the Ministry of Defense. Because Incheon is a small shallow water port, large warships can only stop at a high tide of about two hours a day, and they cannot enter Hong Kong at all. That is to say, if the US military wants to land in Incheon, the thousands of troops must go all the way within two hours of the rising tide. This is incredible to ordinary people. Therefore, the Ministry of National Defense does not support this adventurous action, and there are even people who are mad at MacArthur. Later, Mr. McGee was stubborn in the military, and he was forced to make a fortune in Incheon and succeeded in one fell swoop. When the US military came ashore, the Korean People’s Army was attacked by the enemy and forced to withdraw north. From this point of view, MacArthur is daring to think about things that ordinary people can't think of, making things that ordinary people think is impossible.

In reality, there are quite a few similar examples. I heard the famous travel expert Professor Wang Lianyi telling the story of “Beijing Library Moving”, which is a typical case of success through anti-conventional thinking.

The Beijing Library posted a notice before the demolition of the old site, stating that from now on, anyone who has a deputy senior title in Beijing can borrow more than 100 books at a time, and the borrowing time is extended to One year. This move has broken many intellectuals because they no longer have to rush around for "lobbying books." Many people borrowed hundreds of copies at once, and even more, and then pulled home to take a closer look. After one year, when they went back to the book, a notice was posted in front of the "North Map" site: Please send the book directly to the new site of the library... Many experts and professors suddenly realized that Beijing Library It is really brilliant! Not only do intellectuals keep their books for free for a year, but they also carry them for free. Although those experts and professors felt "dangered", they could not help but scream for the Beijing library's moving strategy. Imagine that the Beijing Library, as a large library in China, has to pay a lot of transportation fees when moving one home. Especially in the new museum, the old museum has to be demolished. How many books are kept? After planning through abnormal planning, these problems were solved. If you follow the usual practice, the "North Map" can first find a place large enough to store, and then pull the car and the car can also achieve the purpose of moving, but the energy and material resources are quite amazing. However, that is not a plan, but a routine thinking and operation.

Therefore, I remind the planners to ask themselves before making a plan: Are I thinking about anti-conventional thinking? ! Don't take the basic process, or what you should have done, as a planner.

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