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1、To be most valued by those who most value brands.How To Use TheExternal SourcesIn Knowledge CenterPrepared by Knowledge Center28/07/2003How External Sources Value UsFor Engagements:Save timeMore information & ideasUpdate our knowledgeCommunity can helpChallenge:Are you ready for deeper thinking? Bec
2、ause your value will never be “I can find the information but I can understand and process the information”case: chinainfobankHow External Sources Value UsFor Personal TrainingSubscribe for everyday learningCommunity for discussionKeyword search for subject focused studyChallengeDo you think it wort
3、hwhile to use your spare time to be an category expert? No one can be expert without spending more time on itcase: To Use External Sources To Build Competitive AdvantagesIts Not Easy!To Use External Sources To Build Competitive AdvantagesYou have to be INSIGHTFULYou process information more effectiv
4、ely and efficientlyYou do not only rely on the information but also your sensecase: McKinsey QuarterlyTo Use External Sources To Build Competitive AdvantagesYou have to be FOCUSEDChoose the subject you have interestUpdate yourself everyday by the best information and experienceStructure and review y
5、our information oftenSummarize your knowledge and write it downcase: The StandardTo Use External Sources To Build Competitive AdvantagesYou have to be ACTIVEUse the best community to share experienceUse all the opportunities to share with each otherPut your opinions under pressurePromote yourself wi
6、th the HR section and have more related engagements as exercisecase: i-AdvertisingHow to Use EffectivelyMediaNewsProfilesStatisticsTemplateTrainingOthersBusiness consultingCategory knowledgeCreativeGeneralHuman resourceMacro EnvironmentMarket researchAttributes/Indices of External SourcesCategoryTyp
7、ecase: China DemographicsHow to Use EffectivelyAttributes/Indices of External SourcesRefresh RateFrequently RefreshedEveryday LearningCoverageWide CoverageFocused studyEngagement searchInsightReliabilityHigh Reliability (only class 1)Can quote in your reports directlycase: ChinaebHow to Use Effectiv
8、elyAttributes/Indices of External SourcesSupport Keyword Search?Never forget to use keyword search when possibleKeyword search is most useful in engagement search and focused studyEveryday training not suggest to use keyword searchCommunityCommunity can make you new friendsSometimes you really find
9、knowledge but not information thereTry to ask a question if you have no other resolutionSubscribeUseful for your everyday learning and build knowledge barrierHow to Use EffectivelyAttributes/Indices of External SourcesContact PersonNever forget to turn to them for help when urgent and mustYou are no
10、t using their labor (or not only), but you are using their information expertise and business understandingOften they know better what information you actually needLocationcase: ISIWhy We Do Not Suggest You To Leak The Sources To ClientsDo you have enough insight to give the information more value?C
11、ase: Wharton & HarvardWhy We Do Not Suggest You To Leak The Sources To ClientsCan you face the clients when they have enough information as you? (for business both clients and you are not familiar with)case: creative picture gallariesWhy We Do Not Suggest You To Leak The Sources To ClientsCan you fa
12、ce the clients when they know you can get the information and opinions within 3 days? (for the clients know the industry better than you but they are often surprised for that you have same experience.But We Should Share Some Sources With Clients In The FutureBig clients will find the sources sooner
13、or laterIf we only rely on the information advantage, we can not make stable advantagesStrategic service is not You Teach The Client but is You Are Partner With The ClientNot Only External Sources HelpAll databases in ogilvyAll people around youAll sections in Knowledge CenterAll books in our librar
14、yAnd all your experience to search correctlyWhich you have to do to learn it!ConclusionExternal Sources are helpful for engagements and personal developmentBut they are not allYou, yourself, are still the power that drives!As one body, we must share the sourcesand our experienceAndConclusionMOST IMPORTANTISGOOD LUCK!ConclusionTHANKS!
