This article comes from the WeChat public account: Jingwei Venture Capital (ID: matrixpartnerschina) , author: Matrix Partners Home Jun, from the title figure: vision China
On May 22, a Pakistani A320 plane crashed near a residential area in Karachi, killing 107 passengers and crew.
China Aircraft Owners and Pilots Association (AOPA) Chen Jianguo, President and Senior Captain of the Flight Professional Technology Branch, believes that the plane crashed It’s because of the landing gear problem-two attempts to land before the crash, the first time may be because the landing gear was not released, or it was retracted when the landing gear was released and touched down-this time the pilot failed because the landing gear could not extend. Texler’s evanescent effect (Troxler’s Fading) , until the aircraft was almost grounded, it was discovered that the aircraft needed to be grounded on the belly, causing two engines to be grounded , Causing partial damage to the engine and eventually crashing the aircraft.
Most disaster data analysis believes that many air crashes are related to the effect of texler’s disappearance. When a problem occurs, especially an uncommon or more serious fault, this fault will attract the pilot’s energy. It is possible that the location and state of the aircraft may be forgotten, and the fuel, altitude, speed, etc. of the aircraft are closely related to safety issues, which eventually leads to serious irreversible situations.
This article today analyzes the effect of the disappearance of the Turksler in the process of entrepreneurship-at some critical moments, staring at the risk in front of you, it is likely to be trapped and unable to pull out to look at the overall situation, so Failure to see the fatal blows from other things, combined with fear and panic, leads to obsession with a single problem, and the risk of losing the entire forest, the final injury is often fatal. The following:
1. What is the effect of texler’s disappearance?
Texler ’s evanescent effect was discovered by Swiss physicist Texler in 1804. He pointed out that when a person ’s eyes are focused on a fixed point for 20 seconds or more, at that fixed point The surrounding, that is, other sources of visual stimuli in the observer’s afterglow will slowly fade in the observer’s field of vision until they finally disappear.
For example, the Cheshire Cat ’s smiling face is a picture of the texler ’s evanescent effect-click on the picture, stare at the small fork in the middle to keep your eyes as far as possible, wait patiently for a while, you will see The cat’s face gradually disappeared, leaving a big grinning mouth, and finally the smile gradually disappeared.
Texler’s evanescent effect is a manifestation of neuroadaptability. Neuroadaptability means that the continuous stimulation of the human sensory system to the outside world is not constant, but a process of adapting to stimulation. Because the nervous system is busy working every day, it is necessary to not only monitor physiological indicators in real time, direct the internal and external movements of the human body, but also collect massive amounts of information from various sensations for analysis. If they are not screened at all, they may be exhausted. This adaptability allows the nervous system to ignore certain unimportant information, such as this constant stimulus, and thus allows people to better cope with the changing information in the environment.
In the A320 crash in Pakistan, before the first touchdown, the pilot needed to deal with the landing gear abnormalities, waiting for fuel consumption, and notifying ATC to take preventive measures. At this time, the pilot should not be able to extend the failure because of the landing gear, and the Texler fade-out effect occurred (Troxler ’s Fading) . It wasn’t until the aircraft was about to be grounded that it was found that the aircraft needed to be grounded on the belly, or maybe the belly was grounded.
The belly is grounded. It doesn’t seem to be the pilot’s first grounding plan. Generally speaking, if you choose to go up and downThe belly of the retracted frame usually consumes the fuel to the lowest amount first to reduce the approach weight and approach speed. The belly grounding usually damages the organism, so the ground will be notified to prepare for emergency rescue-the belly grounding will damage the engine. Once any part of the aircraft is grounded, you must carefully consider the go-around again, because you may not be able to go-around .
When grounding, the aircraft engine rubbed the ground due to the grounding of the belly, which caused partial damage to the two engines. After the aircraft went around, the performance of the engine deteriorated, causing the aircraft to be unable to climb or even maintain its altitude. When the aircraft was roughly tangent to the runway, both engines lost all thrust. The aircraft could only glide. The pilot planned to turn directly to the airport, but eventually crashed because the altitude was not high enough to float into the runway.
That is to say, when a problem occurs, focus all of your time and energy on a certain thing, thus forgetting everything around you.
2. The Turksler vanishing effect in entrepreneurship
For startups, the inspiration of the texler ’s evanescent effect lies in- At some critical moments, staring at the risks in front of them, it is likely to be trapped and unable to pull out to look at the whole situation, Therefore, the fatal blows caused by other things cannot be seen, and when combined with fear and panic, it leads to the risk of being obsessed with a single problem and losing the entire forest. The resulting damage is often fatal.
Victory is not broken is the eternal proposition of a startup company. However, in the development process, startup companies will also encounter many problems. In the process of development, they constantly respond to and adjust. A very vivid analogy is “while driving an airplane while changing tires.” But when faced with danger, the most taboo is to see the tricks and ignore the overall situation.
Start-up companies can easily enter this state of readiness-in the state of readiness, the focus of a company becomes to resist any potential threat to survival. This threat may come from a sudden strong opponent, an unexpected attack by the opponent, dramatic macroeconomic changes, unpredictable market and supply chain changes, etc.
For example, the industry first opened a second front, which may steal your potential market, what should you do?
In this case, the first reaction of many people may be to follow the first place, and immediately set up a second front to prevent future market share from being eaten.
But in fact, this is being pairedEntered its battlefield . The resources of the second place are limited: the so-called positioning, the so-called strategy, is that you have to gather all the abilities, resources and money to win this battle. With limited resources, why can you cut off a piece of resources to start a new business and keep up with the first place?
In the case of blind following, the second place will invest a lot of resources, energy and time into an unfamiliar field, it is easy to fall into too many blind spots, too many shortcomings, and lose sight of each other. In fact, the second front is the number one luxury goods, to use existing business, rather than to do new business and hope to find a new business surprise attack to win.
Another example, a competitor suddenly launched an attack, started a subsidy war, and robbed a lot of market share. What do you do?
Many companies may panic when they face this situation for the first time-they are thinking about fighting back their opponents, regaining their lost shares, and almost all human and financial resources are pressed to deal with the war, and they are ignored. Many other issues, such as the ability of the team to keep up, the interested institutions have not yet implemented investment terms, etc.
The reason why the opponent can smash the money may be based on ten times the fund reserve on its account, or it may be based on a powerful algorithm, carefully calculated the subsidy and the income ratio it brings is even or even It is positive and sufficient to cover expenditures while increasing unit volume and income. On the surface, the opponents seem to be spending money arbitrarily and playing games at no cost, but behind them may be extremely strong capital reserves or based on sophisticated algorithms and strong scheduling capabilities.
If you follow up blindly at this time, your own really important issues may also have been overlooked- What is your core strategy? If it is a service, how to get your organization to do a good job is the most important thing, not a price war .
If you choose to follow up the price war due to the attack of your opponent, it is easy to see the trees but not the forest, forget the whole, and become a fatal injury.
Another example, if the company ’s cash flow on the account is less than 6 months, but it suddenly encounters macroeconomic changes, the market becomes cold, and the planned rhythm of financing is suddenly disrupted. What should I do?
In the face of this situation, some companies will try their best to raise funds. The founders hovered under the offices of major investment institutions, but the responses they received were all-look again and think again.
At this time, the founder easily overlooked two issues:
First, the military heart. Once a startup has no money, it mustIt is a critical moment of life and death. The founders must first calm down, stabilize themselves, pay attention to and adjust employee morale in a downturn, stabilize the team, and maintain the military spirit, in order to continue to have performance, and performance is the basis of financing.
Second, accounting period management and supplier relationship processing. In the case of insufficient cash flow on the account, it is necessary to prevent the occurrence of the concentrated collection of creditors as much as possible, thereby affecting the investor ’s view of the company.
On this basis, the founders need to find all the resources that can be financed, do n’t be entangled in the financing price, and let themselves live as much as possible.
3. How to overcome the declining effect of Turksler in entrepreneurship?
So, is there any way to overcome the declining effect of Turksler in entrepreneurship? Have.
First of all, you need to establish a clear and clear awareness. Because awareness determines your strategic boundaries, you need to define clearly what you want to do and what is more important.
Strategy is a combination of four things: what you want to do, what you can do, what you should or should not do, and whether you should not do it.
Under the principle of obeying strategy, according to the state of combat readiness, unexpectedly change the established style of play.
Before changing the style of play, it is necessary to calmly and thoroughly analyze clearly, what is the face? A mountain, a sea, or a plain, the weapons used by different targets are completely different, and you cannot use submarines and cruisers to attack the mountain.
Second, we must know clearly where our weaknesses are, and do n’t take action because of impulse, which will eventually lead to confusion and failure.
Before making a decision, the founder should ask himself the following three questions:
1. How will this decision affect the company’s costs and revenue?
2. How will this decision affect the timing of cost and revenue generation?
3. Will the impact of this decision on the company’s cost and revenue affect subsequent financing plans?
Generally speaking, the founder will think about the first question repeatedly, and ignore the second and third questions.
In addition, startup companies need to make reverse plans and pay attention to early warning of risks . Generally speaking, startups will definitely make forward plans, such as three-year plans and five-year strategies, but reverse plans are equally important—practice the problems you may need in advance and prepare plans in advance so that in the shortest time Here, come up with the most calm and comprehensive plan.
For example, in terms of cash flow, if the company ’s cash flow on the account is less than 6 months, is it possible for you to extend the support period? How to finance as soon as possible? and many more. Once the reverse plan is made, the company is set up with a safety factor and prepared before the crisis strikes.
Finally, Startup companies need to constantly widen their moats . Throw crocodiles and sharks into the moat to keep competitors out. This depends on technology, service, product quality, cost, etc. to reduce the possibility of crisis from the root cause. If the moat is not deep enough, if you stay there, you will continue to have problems and competitors to challenge you. Conversely, if your moat is deep enough, you will encounter fewer and fewer problems and challenges.
References:
1. The cause of the PIA Airbus 320 crash should be related to this: Troxler’s Fading, author / senior captain Chen Jianguo, BY senior captain Chen Jianguo (ID: Capt-Chenjianguo )
2. “Suddenly: All information and possible causes of the crashed PK8303 Airbus 320”, author / senior pilot Chen Jianguo, BY senior captain Chen Jianguo -Chenjianguo)
This article comes from the WeChat public account: Jingwei Venture Capital (ID: matrixpartnerschina) , Author: Matrix Partners Home Jun