企业的稀缺性在于持续创作价值 The scarcity of enterprises lies in the continuous creation of value

哈佛商学院教授迈克尔·波特在《竞争优势》这本书里提出了一个概念:价值链分析。

Harvard Business School professor Michael Porter put forward a concept in the book "Competitive Advantage": value chain analysis.

他认为公司经营的每一个环节，都是为了创造价值。

He believes that every aspect of the company's operations is to create value.

这些环节叠加在最后的产品上，形成了整体的客户价值。组织可以从整体价值分拆出每个环节的价值，找到突破点，形成独特的竞争力。这里的独特的竞争力，就是稀缺性的体现。

These links are superimposed on the final product to form the overall customer value. Organizations can separate the value of each link from the overall value, find a breakthrough point, and form a unique competitiveness. The unique competitiveness here is a manifestation of scarcity.

如今的互联网竞争格局，很多企业采取免费策略引流，但却忽略了产品的稀缺性。如果没有难以复制的稀缺性，免费的东西也不会持续吸引人。

In today's Internet competition landscape, many companies adopt free strategies to attract traffic, but they ignore the scarcity of products. If there is no scarcity that is difficult to replicate, free things will not continue to be attractive.

职场人的稀缺性在哪？ Where is the scarcity of workers?

制造稀缺性，在个人成长和工作中比销售产品的用处更大。

Scarcity is more useful in personal growth and work than selling products.

要知道职场人的稀缺性在哪？可以先问三个问题：

Where is the scarcity of people in the workplace? You can ask three questions first:

• 你所在的行业的核心价值是什么？（What are the core values of your industry?）
• 你提供哪个环节的价值？（Which link of value do you provide?）
• 做好这个价值链，需要你有什么能力？（What abilities do you need to do well in this value chain?）

从这个角度思考问题，职业定位会变得非常清晰。

Thinking about problems from this perspective, career positioning will become very clear.

因为任务、职能、职位名称、平台，或者实现手段都会变，但是人性不变，需求也稳定。

Because tasks, functions, job titles, platforms, or implementation methods will change, but the human nature remains the same and the needs are stable.

基于价值链的职业定位 Career positioning based on the value chain

个人成长，要基于行业的价值链考虑问题，要做未来世界需要的事情。

Personal growth must be based on the value chain of the industry to consider issues and do what the world needs in the future.

其中，行业厚度的积累尤为重要，它主要包含以下三个维度：人脉、专业知识的储备、以及对未来的规划。

Among them, the accumulation of industry thickness is particularly important, which mainly includes the following three dimensions: contacts, reserves of professional knowledge, and planning for the future.

具体来说，它需要你对各个生产部门、管理部门对应的关键人物（项目直接负责人）相当熟悉，对行业现状有透彻了解，能够理解运营商的建设计划和思路，这些都是必不可少的素质。

Specifically, it requires you to be fairly familiar with the key persons (direct person in charge of the project) corresponding to each production department and management department, have a thorough understanding of the current situation of the industry, and be able to understand the construction plans and ideas of operators. These are all necessary qualities.

最后，除了专业能力，还需要有服务意识。

Finally, in addition to professional capabilities, a sense of service is also required.

这跟买一瓶水或者一袋饼干不同，特别是B端客户，一定需要知道你们公司能给他们解决什么具体的问题、提高他们企业的收益或是效率。

This is different from buying a bottle of water or a bag of biscuits, especially for B-end customers, you must know what specific problems your company can solve for them, and improve their business’s revenue or efficiency.

一定不要以“纯卖货”的形象呈现给客户，而是更多地以一个“咨询顾问”的姿态给客户提供具体的解决方案。这样客户就算没有购买你们公司的服务和产品，也一定会在有问题的时候，第一时间想起你或你的公司。

We must not present to customers as a "pure seller", but provide customers with specific solutions as a "consultant". In this way, even if customers have not purchased your company’s services and products, they will definitely think of you or your company as soon as they have problems.

这种基于价值链的职业定位有3个好处：

This career positioning based on the value chain has three benefits:

• 好迁移：你的价值不受公司、职位的影响，可在行业内自由迁移。春江水暖鸭先知，行业变换你先知。

Easy to transfer：your value is not affected by the company or position, and you can move freely within the industry. Chunjiang plumbing duck prophet, the industry transforms your prophet.

• 能力提升得快：你不会被太多具体的琐事蒙蔽，不是为了工作而工作，而是专注自己的核心目标。

Ability to improve quickly：you will not be blinded by too many specific trivia, not working for work, but focusing on your core goals.

• 能力可带走：能力是自己能带走的，职位、关系、资源却未必能带走。

Ability can be taken away：Ability can be taken away by yourself, but position, relationship, and resources may not be taken away.

做到这三点，你对岗位的“垄断力”已经形成，就能自由地在去与留之间作出选择，自身的稀缺性也会进一步提高。

By accomplishing these three points, your "monopoly power" on the position has been formed, you can freely choose between leaving and staying, and your own scarcity will be further enhanced.

其实不管是朋友、婚恋、创业还是友谊，一段好的关系，关系中的两个人，离开对方都能独立过好，只是因为更大的目标，才选择走在一起。

In fact, whether it is friends, marriage, business, or friendship, a good relationship, the two people in the relationship can live independently without each other. It is only because of a bigger goal that they choose to walk together.

如果目光盯着职位本身，越盯越狭隘。目光盯着本质，越盯越强，越盯越宽广。这里的本质就是稀缺性。

If you stare at the position itself, the more you stare, the narrower you become. Staring at the essence, the more you stare, the stronger, the wider you stare. The essence here is scarcity.

做一个有趣的人 Be an interesting person

一个拥有稀缺性的人，最直接的收获就是能让人记住，能在别人心中形成印象。

The most direct gain of a person with scarcity is that it can be remembered and can form an impression in others' hearts.

而这种人，一般都是有趣的人，对于“有趣”，总结下来有以下4个特征：

And this kind of people are generally interesting people. For "interesting", they have the following 4 characteristics:

1. 他们是某个领域的精英，博学且涉猎广泛，他们能持续输出有价值的东西影响别人。

They are elites in a certain field, but they are knowledgeable and extensive. They can continue to export valuable things to influence others.

2. 他们善于表达和讲故事，言之有物，总让人受益匪浅。

They are good at expressing and telling stories, and they have something to say, and they always benefit a lot.

3. 他们富有，无论是在精神上还是物质上。精神上的富有使他们的生活妙趣横生，物质上的富有让他们更自由地发展和发挥他们的个性。

They are rich, both spiritually and materially. Spiritual wealth makes their lives interesting, and material wealth allows them to develop and display their personalities more freely.

4. 他们的有趣是自然流出的，仿佛池子里的水满了溢了出来。最后，我想到《1843》中的一句话:“personality is who we are in front of other people, our audience is our identity.”

Their fun flows out naturally, as if the water in the pool is overflowing. Finally, I think of a sentence in "1843": "personality is who we are in front of other people, our audience is our identity."

按照价值链分析理论，企业的稀缺性就是持续创作有价值的产品。对于个人，稀缺性就是形成独特的竞争力，包括人脉、专业知识积累和对未来的规划。

According to the theory of value chain analysis, the scarcity of an enterprise is the continuous creation of valuable products. For individuals, scarcity is the formation of unique competitiveness, including personal connections, accumulation of professional knowledge and planning for the future.

除此以外，还应该有服务意识，不要以“纯卖货”的形象呈现给客户，而是更多地以一个“咨询顾问”的姿态给客户提供具体的解决方案。这样客户就算没有购买你们公司的服务和产品，也一定会在有问题的时候，第一时间想起你或你的公司。

In addition, there should be a sense of service, not to present to customers as a "pure seller", but to provide customers with specific solutions as a "consultant". In this way, even if customers have not purchased your company’s services and products, they will definitely think of you or your company as soon as they have problems.