Pakati pazinthu zokayikitsa zachitukuko, zomwe zitha kusiyidwa, malo oyamba, mwachidziwikire, ndi achotsatsa. Zotsatsa zotsatsa zosiyanasiyana kuchokera kuzinthu zodziwitsa ogula zakhala njira zowapusitsira chifukwa chokhazikitsa katundu ndi ntchito.
Bizinesi yotsatsa yakhala msika waukulu wokhala ndi antchito masauzande ambiri. Ndipo sikuti amangolemba ndi ojambula chabe. Akatswiri azamaganizidwe akugwira ntchito zotsatsa. Kudziwa zofooka zama psychology amunthu komanso kuthekera kokuwongolera kumakupatsani mwayi wopanga zotsatsa zomwe zimawongolera machitidwe amunthu. Pakati pawo, pali zokambirana kale zakuti malire a kusokonekeraku ali kuti ndipo ngati kuwongolera koteroko kuli koyenera konse.
Masiku akale akale, pomwe zinali zotheka kudziwa kuchokera kutsamba laling'ono lamanyuzipepala kuti m'sitolo yotereyi pamadilesi oterewa kunali kotheka kugula chinthu china chomwe akufuna pamtengo wina ndi mzake, kwatha kalekale. Tsopano munthu ayenera kufunafuna payekha chinthu, osadziwa mtengo, koma podziwa kuti izi ndizofunikira kwa iye. Zachidziwikire, kufunikira kwake ndi nkhambakamwa chabe, kokhazikitsidwa ndi munthuyo kudzera pakutsatsa. Atagula, adzagogomezera zaumuna / ukazi wake, adzasintha thanzi lake (bola ngati opusa amagwiritsa ntchito chemistry), kukonza kukopa pakati pa amuna kapena akazi anzawo, kukulitsa chikhalidwe chake komanso nthawi yomweyo kusunga ndalama zambiri.
Ayi, ayi, zachidziwikire, aliyense payekha, aliyense wa ife si wopusa mokwanira kukhulupirira nthano zotsatsa. Nawa amalume ake akulu okha amagwiritsa ntchito madola mabiliyoni ambiri pachaka kutsatsa. Ndizotheka, ndichachidziwikire, kuti ndiopusa, koma kuthekera kotheka kotere, kumakhala kotheka. Kuti muthane mabiliyoni, muyenera kuphunzira bwino psychology ya anthu.
1. Mwachidziwitso, njira ziwiri zazikulu zamaganizidwe zomwe zimagwiritsidwa ntchito kutsatsa ndizokopa ndi malingaliro. Pakukopa, munthu amapatsidwa chidziwitso, atakonza zomwe ayenera kupanga chisankho. Malingaliro ndi njira yongowonongera. Lingaliro kapena chisankho chimaperekedwa nthawi yomweyo kwa munthu, ndipo zomwe zingamuthandize kusankha izi zitha kukhala zosafunikira kapena zosakhalapo. Mwachizoloŵezi, opanga malonda amakono samagwiritsa ntchito kukopa. Kutsatsa kuyenera kukhazikitsa mwachangu komanso mwamphamvu zofunikira, ndipo malingaliro akapangidwa molimba mtima, kutsatsa kogwira mtima kudzakhala kochokera kwa omwe adapanga. Mndandanda wodziwika wa zotsatsa "zakale" za Bank Imperial zitha kuonedwa ngati chitsanzo cha malingaliro owonekera. Mavidiyowa analibe chilichonse chokhudza banki, kupatula dzina.
2. Zolinga ziwiri zomwe malonda amatsata ndizokumbukira ndi chidwi. Choyamba, chidwi cha wogula chimakopeka, pomwe sikofunikira kwenikweni kuti njira kapena chinthu chokopa chidwi chiziphatikizidwa ndi kutsatsa. Kenako, mobwerezabwereza komanso kosavuta kubwereza, uthenga wina umalowetsedwa m'maganizo amunthu. Zipangizo zamakono zokopa chidwi zimapangidwa kwambiri kwakuti ngakhale otsatsa nawonso nthawi zambiri samatha kuwaika m'magulu kapena kuwaika pamndandanda.
3. Malinga ndi ziphunzitso zamakampani otsatsa malonda, makanema, momwe amafotokozera komanso kusindikizidwa, komanso nyimbo, zomwe zikuwonetsedwa nthawi imodzi ndikuwonetsedwa pawailesi yakanema, sizopambana, koma zomwe zimatchedwa kuti kukopa kwambiri pamaganizidwe amunthu wogula. Kanema wodziwika bwino wa "25th frame" anali kuyesa kuwonjezera kusowa kwa izi.
4. "Madokotala Mengele" ochokera ku psychology adakhazikitsa chowonadi chosavuta, koma chosasangalatsa kwa anthu wamba: chilichonse chomwe munthu amakumbukira chifukwa chobwerezedwa mobwerezabwereza chimakumbukiridwa bwino, ziribe kanthu momwe munthuyo amagwirizanirana ndi zomwe zimabwerezedwa. Aliyense amene anali pamutu pake kwa theka la ola "Madera, madera oyandikana nawo, malo okhala ..." kapena "Mphepo idawomba kuchokera kunyanja, mphepo idawomba kuchokera kunyanja, ndikupeza zovuta, kukumana ndi mavuto ..." adzamvetsetsa kuti mfundo iyi ndi yani. Potsatsa, izi sizichitika kawirikawiri, koma pambuyo poti mawu oti "nthawi zonse" amalankhulidwa mokweza ndi mawu achikazi, ambiri amangowonjezera "Coca-Cola".
5. Cholinga chachikulu cha malonda ndi matenda amisala ogula. Matendawa amalola kutumizira molunjika osati chidziwitso chokha muubongo wamunthu, komanso machitidwe ake kapena momwe akumvera. Ndichizindikiro kuti opanga katundu wamagulu omwewo amapikisana kwambiri wina ndi mnzake pamsika wazinthu zenizeni ndipo nthawi yomweyo amagwira ntchito yofananira pamsika wotsatsa. Kugwiritsa ntchito kwambiri malonda kumaphunzitsa munthu kwa izo, ndikupanga unyinji wa ogula.
6. Kafukufuku wamaganizidwe awonetsa kuti ambiri ogula akawona zotsatsa, otchedwa. "Kuunikiridwa" - nthawi yomwe kufunikira kwachinthu chotsatsa kumakwaniritsidwa - sikuchitika chifukwa chakuwunika, koma munthawi yomweyo, ndikuphatikiza kwa malingaliro pazinthu zogwirizana: zithunzi, mawu, mawu. Chiyambi cha kuunikiraku sikufunikanso kuwonetsa malonda onse: ubongo umadzipangira wokha.
7. Zosakwanira zambiri pazotsatsa zimakhudza munthu mochulukira kuposa chidziwitso chambiri. Malinga ndi maphunziro apadera amisala, kusowa kwa mgwirizano mu kanema wotsatsa kumabweretsa mavuto mu 4/5 ya omvera.
8. Mu 1998, dziko la Russia linachita kafukufuku wochuluka kwambiri wonena za mmene otsatsa malonda a pa TV amakhudzira omvera. Tidafanizira makanema momwe uthenga wotsatsa udalunjikitsidwa mwachindunji kwa owonera ("Mungathe pompano ...") komanso nkhani zotsatsa momwe zidziwitso zidafotokozedwera mosawonekera, mwa zokambirana kapena mayankho a mafunso. 70% ya owonera adayesa bwino zotsatsa zomwe zidaperekedwa mwa kukambirana. Komabe, kutsatsa "njira imodzi" kumalamulira ndipo kupitilirabe: wotsatsa sayenera kuyesa kanema, koma kuti agulitse malonda.
9. Kugonana pakutsatsa kwamakono kuli pafupifupi kwathunthu kutengera kusanthula kwa malingaliro. Ndi ziphunzitso za Sigmund Freud ndi omutsatira ake omwe amalamula kwa omwe amapanga zithunzi zotsatsa zomwe zimasangalatsa, kumasula libido, ndikusintha kukhala chikhumbo chofuna kudya. Chifukwa chakuwonetsera kwazithunzizi pakutsatsa, malonda omwe akukwezedwa amatchulidwa ngakhale zinthu zomwe alibe. Chitsanzo choyambirira ndi kugwiritsa ntchito ndudu pakutsatsa kwamagalimoto m'ma 1950 ku United States. Cigar ndi chizindikiro chachikale cha mphamvu yakugonana yamwamuna. Kutsatsa kunasinthira chizindikiro ichi kukhala galimoto. Zotsatira zake, kugulitsa kudakwera ndi 40%, pomwe ogula ambiri amakhala, amuna. Kugonana posatsa kwakhala kosavuta kwambiri tsopano. Psychology, makamaka kutsatsa kwazinthu zambiri, idayamba kulakalaka - kudya tchipisi - idakopa chidwi cha atsikana okongola. Ndizovuta kunena ngati kusintha kwama psychology kwa anthu ogula kapena kusintha kwa psychology kwa opanga zotsatsa kuli ndi vuto.
10. Kugwiritsa ntchito chiwerewere pakutsatsa ndikothandiza kwambiri kwa ... kukumbukira kwa kutsatsa koteroko, palibenso china. Kumbali imodzi, akatswiri amisala amatsimikizira kuti pazinthu zingapo zotsatsa zomwe zili ndi zomwezi, zomwe zimakhala ndi chiwerewere zimakumbukiridwa bwino. Koma kafukufuku wotsatsa sapeza kulumikizana koteroko. Ndiye kuti, sitinganene motsimikiza kuti mwa zinthu zingapo zofananira, wogula amasankha chimodzimodzi chomwe chotsatsa chomwe chili ndi zolemba zakugonana.
Mwambiri, uku ndikutsatsa kwa mzere wa zovala za amuna ...
11. Fungo limagwira pa psyche mwachangu kuposa kuwona kapena kumva - zikhumbo zofulumira zimafika kuubongo mwachangu. Nthawi yomweyo, kununkhira kwa duwa, mafuta, timbewu tonunkhira (!) Ndipo khofi amakhala ndi chidwi, zonunkhira za zipatso zimamwaza chidwi, kununkhira kwa mandimu kumalimbikitsa dongosolo lamanjenje, komanso zonunkhira za chamomile ndi lavender zimatsitsimuka. Alan Hirsch, katswiri wa zamankhwala ku America komanso zamaganizidwe, anali woyamba kufufuza kuthekera kwa zonunkhira zotsatsa kumapeto kwa zaka za zana la 20. Adapeza kuti kupezeka kwa fungo losangalatsa m'misika yogulitsira kumakhudza kwambiri malonda.
12. Pamene mankhwala ochotsera katundu wadziko lonse anayamba kulowa mu USSR kumapeto kwa zaka za m'ma 1980, malonda awo poyamba anali ochepa kwambiri. Kuphatikiza apo, chilichonse chakunja chimafunidwa kwambiri ku USSR. Pambuyo pakufufuza kotsatsa kwazomwe zidapangitsa kuti pakhale kukwezedwa pang'ono pang'onopang'ono kwa opanga otchuka padziko lonse lapansi. Zotsukira zaku Soviet Union nthawi zonse zimamveka bwino klorini. Kwa mibadwo yambiri, mgwirizano wamaganizidwe wakonzedwa - chotsukira chothandiza chikuyenera kununkhira ngati bulitchi. Chifukwa chake, zopangidwa zoyambirira kuchokera Kumadzulo, zomwe zinali ndi fungo labwino, zimawoneka ngati zopanda pake, zodzisangalatsa. Makampani amayenera kupanga "zonunkhira" zapadera, zopanda vuto lililonse zomwe zimawonjezera kununkhira kwa bulitchi kununkhira kwa zotsekemera. Zogulitsa pachaka zakula ndi mazana ambiri.
Ufa wosamba wa Soviet
13. Nthabwala imagwiritsidwa ntchito posatsa malonda ogulitsa okwera mtengo kwambiri (magalimoto, zodzikongoletsera, zovala zokwera mtengo). Nthawi zambiri amaseka akamalimbikitsa "zisangalalo zazing'ono tsiku ndi tsiku" - mowa, zokhwasula-khwasula, ndudu, zakumwa zoledzeretsa. Anthu nthawi zambiri amawona katundu wokwera mtengo ngati chowonjezera cha "I" wawo, motero nthabwala mukamalengeza zinthu zoterezi ndizokwanira. Kuphatikiza apo, kugula kwakukulu nthawi zambiri kumachitika osati chifukwa chongofuna kugula chinthu, komanso kukakamizidwa: ndikofunikira kutsimikizira bizinesi yanu kapena chikhalidwe chanu. Mowa ndi ndudu ndizotsika mtengo, nthawi zambiri munthu amakhala ndi chidwi chogula malonda, ndipo kutsatsa koseketsa kumakopa chidwi chake pamtundu wina.
14. Amadziwika kuti mitundu yosiyanasiyana imadzutsa malingaliro osiyanasiyana mwa munthu. Koma malingaliro amalingaliro amitundu amasiyana ndi chikhalidwe ndi chikhalidwe. White ku America imagwirizanitsidwa ndi mtendere ndi chiyero, ndipo ku China - ndizovuta komanso zowopsa. Kwa Amwenye, chikasu ndi ulemerero, ndipo kwa anthu aku Brazil, kukhumudwa. Ku China, mtundu wakuda, kulira maliro kwa anthu ambiri, kumaimira kuwona mtima. Ndipo kuyerekezera kwamawu ndi zotengeka kumatchedwa synesthesia.
15. Nthawi zina zitha kuwoneka kuti kutsatsa kumapangidwa ndi anthu omwe si anzeru kwambiri, kapena cholinga chake ndi anthu anzeru zochepa. Malingaliro onse awiriwa ndi olakwika. Kumbali imodzi, otsatsa ali ndi zida zochepa zopangira zinthu zabwino. Pamndandanda womwe watalikitsidwa kwambiri, chiwerengero chawo sichimafika dazeni limodzi ndi theka. Kugonana, kufunitsitsa kutuluka, kufuna kukhala woyamba, wathanzi, wokongola, wokonda dziko lako, chizolowezi chotsatira malangizo a akatswiri, kapena mosemphanitsa, kufuna kudalira malingaliro awo ... Komano, malonda awo - kutsatsa - akuyenera kukhala osakumbukika komanso ogwira ntchito momwe angathere. Ndipo kuyendetsa bwino ntchito kumatheka mosavuta posakopa kuti tisakhale ndi umunthu wabwino kwambiri: zachabechabe, kunyada, kunyalanyaza kwanu, kufunitsitsa kuwoneka bwino kuposa momwe ziliri, ndi zina zotero Chifukwa chake zikuwonetsa kuti zambiri zotsatsa zomwe zimatsatira malamulo a zomwe akupanga zilidi pempholo loyang'ana kutsogola mwachangu komanso mopanda ndalama zambiri mwanjira ina kuposa ena. Amalengeza momwe timaonera.
