{"id":5778,"date":"2023-11-29T13:39:56","date_gmt":"2023-11-29T13:39:56","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5778"},"modified":"2023-12-21T11:37:58","modified_gmt":"2023-12-21T04:37:58","slug":"y-nghia-thuong-hieu-la-gi-tai-sao-thuong-hieu-can-co-y-nghia-cho-su-ton-tai-cua-minh","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/y-nghia-thuong-hieu-la-gi-tai-sao-thuong-hieu-can-co-y-nghia-cho-su-ton-tai-cua-minh.html","title":{"rendered":"\u00dd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? T\u1ea1i sao th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n c\u00f3 \u00fd ngh\u0129a cho s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a m\u00ecnh?"},"content":{"rendered":"<p><span class=\"lead\">Ng\u01b0\u1eddi ta lu\u00f4n n\u00f3i nhi\u1ec1u v\u1ec1 \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u (Brand Purpose), nh\u01b0ng h\u1ecd c\u00f3 th\u1eadt s\u1ef1 hi\u1ec3u r\u00f5 \u0111\u00f3 l\u00e0 g\u00ec v\u00e0 t\u1ea1i sao hay kh\u00f4ng?<\/span><\/p>\n<p>Nhi\u1ec1u ng\u01b0\u1eddi hay h\u1ecfi t\u00f4i r\u1eb1ng\u00a0\u0111i\u1ec1u g\u00ec khi\u1ebfn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7.<\/p>\n<p>Th\u01b0\u1eddng th\u00ec th\u00ec vi\u1ec7c\u00a0ph\u00e2n t\u00edch c\u00e1c\u00a0tr\u01b0\u1eddng h\u1ee3p\u00a0th\u00e0nh c\u00f4ng l\u00fac n\u00e0o c\u0169ng d\u1ec5. V\u00ed d\u1ee5, b\u1ea1n c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y h\u00e0ng tr\u0103m b\u00e0i b\u00e1o ph\u00e2n t\u00edch t\u1ea1i sao \u0111\u01b0\u01a1ng kim v\u00f4 \u0111\u1ecbch World Cup x\u1ee9ng \u0111\u00e1ng v\u1edbi chi\u1ebfc c\u00fap c\u1ee7a m\u00ecnh, d\u1ef1a tr\u00ean nhi\u1ec1u l\u00fd do, d\u1eef li\u1ec7u v\u00e0 nhi\u1ec1u ph\u00e2n t\u00edch kh\u00e1c nhau.<\/p>\n<p>\u0110\u00f3 l\u00e0 v\u00ec con ng\u01b0\u1eddi c\u00f3 xu h\u01b0\u1edbng t\u00ecm ki\u1ebfm th\u00f4ng tin,\u00a0b\u1eb1ng ch\u1ee9ng c\u1ee7ng c\u1ed1 cho\u00a0suy ngh\u0129 c\u1ee7a m\u00ecnh h\u01a1n l\u00e0 t\u00ecm hi\u1ec3u nh\u1eefng \u00fd ki\u1ebfn tr\u00e1i ng\u01b0\u1ee3c. T\u1ec7 h\u01a1n,\u00a0ch\u00fang ta l\u1ea1i c\u00f3 xu h\u01b0\u1edbng h\u1ecdc h\u1ecfi c\u00e1ch \u201cl\u00e0m th\u1ebf n\u00e0o\u201d t\u1eeb nh\u1eefng c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng m\u00e0 qu\u00ean \u0111i nh\u1eefng \u0111i\u1ec3m quan tr\u1ecdng kh\u00e1c nh\u01b0 vi\u1ec7c t\u00ecm hi\u1ec3u b\u1ed1i c\u1ea3nh v\u00e0 \u0111\u1ed9ng l\u1ef1c \u0111\u1eb1ng sau m\u1ed7i th\u00e0nh c\u00f4ng \u0111\u00f3.<\/p>\n<p>Ai c\u0169ng c\u1ea7n \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 l\u00e0m \u0111i\u1ec1u g\u00ec \u0111\u00f3, b\u1ea5t k\u1ec3 \u0111\u00f3 l\u00e0 m\u1ed9t c\u00e1 nh\u00e2n \u0111\u01a1n l\u1ebb hay c\u1ea3 m\u1ed9t t\u1ed5 ch\u1ee9c l\u1edbn. Nh\u1eefng \u0111\u1ed9ng l\u1ef1c \u0111\u00f3 nhi\u1ec1u khi ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 ki\u1ebfm nhi\u1ec1u ti\u1ec1n h\u01a1n, tr\u1edf n\u00ean n\u1ed5i ti\u1ebfng hay \u0111\u1ea3m b\u1ea3o an to\u00e0n\u2026 \u0110\u1ed9ng l\u1ef1c s\u1ebd th\u00fac \u0111\u1ea9y c\u00e1c c\u00e1 nh\u00e2n, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 k\u1ec3 c\u1ea3 c\u00e1c t\u1ed5 ch\u1ee9c \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec1u h\u1ecd mu\u1ed1n.<\/p>\n<blockquote class=\"media-box media-left\"><p><em>\u201cT\u00ecm \u0111\u01b0\u1ee3c l\u00fd do v\u00ec sao m\u00ecnh t\u1ed3n t\u1ea1i, ng\u01b0\u1eddi ta s\u1ebd kh\u00f4ng c\u00f2n ng\u1ea7n ng\u1ea1i b\u1ea5t c\u1ee9 \u0111i\u1ec1u g\u00ec.\u201d<\/em><\/p>\n<p><strong><em>Friedrich Nietzsche<\/em><\/strong><\/p><\/blockquote>\n<p>Tuy nhi\u00ean, nh\u01b0 v\u1eady th\u00f4i ch\u01b0a \u0111\u1ee7.\u00a0Tr\u00ean con \u0111\u01b0\u1eddng ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p\u00a0s\u1ebd lu\u00f4n c\u00f3 nh\u1eefng th\u00e1ch th\u1ee9c, r\u1ee7i ro kh\u00e1c c\u1ea3n \u0111\u01b0\u1eddng. Khi \u0111\u00f3, nh\u1eefng \u0111\u1ed9ng l\u1ef1c \u0111\u01a1n thu\u1ea7n nh\u01b0 ki\u1ebfm nhi\u1ec1u ti\u1ec1n h\u01a1n kh\u00f4ng \u0111\u1ee7 l\u1edbn v\u00e0 m\u1ea1nh m\u1ebd \u0111\u1ec3 th\u00fac \u0111\u1ea9y h\u1ecd.\u00a0\u0110\u1ee9ng sau m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng c\u00e1 nh\u00e2n ri\u00eang bi\u1ec7t, n\u00ean s\u1ebd c\u00f3 nh\u1eefng th\u1ea5t b\u1ea1i ch\u1ea5t ch\u1ed3ng khi\u1ebfn ng\u01b0\u1eddi ta m\u1ea5t \u0111\u1ed9ng l\u1ef1c, bu\u00f4ng xu\u00f4i v\u00e0 ch\u1ecdn c\u00e1ch b\u1eaft \u0111\u1ea7u l\u1ea1i t\u1eeb \u0111\u1ea7u v\u1edbi m\u1ed9t c\u00f4ng vi\u1ec7c n\u00e0o \u0111\u00f3 th\u00fa v\u1ecb h\u01a1n.<\/p>\n<p>\u0110\u1ed9ng l\u1ef1c \u0111\u1ec3 l\u1ed9i ng\u01b0\u1ee3c d\u00f2ng v\u00e0 v\u01b0\u1ee3t qua nh\u1eefng kh\u00f3 kh\u0103n, th\u1eed th\u00e1ch c\u1ea7n ph\u1ea3i l\u1edbn\u00a0lao\u00a0h\u01a1n v\u1eady, c\u1ea7n c\u00f3 \u00fd ngh\u0129a v\u00e0 \u0111\u1ee7 m\u1ea1nh \u0111\u1ec3 ta c\u00f3 th\u1ec3 d\u00f9ng l\u00e0m l\u00fd do ch\u1ed1ng l\u1ea1i b\u1ea5t k\u00ec tr\u1edf ng\u1ea1i n\u00e0o. \u0110\u00f3 l\u00e0 khi c\u00e2u h\u1ecfi \u201ct\u1ea1i sao\u201d xu\u1ea5t hi\u1ec7n, t\u1ea1o ra \u0111i\u1ec3m kh\u00e1c bi\u1ec7t trong th\u1ebf gi\u1edbi kinh doanh, v\u00e0\u00a0th\u01b0\u1eddng th\u00ec\u00a0ng\u01b0\u1eddi ta g\u1ecdi \u0111\u00f3 l\u00e0 \u00dd ngh\u0129a cho s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (Brand Purpose).<\/p>\n<p><strong>V\u1eady \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec?<\/strong><\/p>\n<p><em>\u00dd ngh\u0129a c\u1ee7a s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u1edbn h\u01a1n c\u1ea3 nh\u1eefng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng m\u1ea1i th\u00f4ng th\u01b0\u1eddng.<\/em><\/p>\n<p>Ch\u00fang ta \u0111\u1ec1u bi\u1ebft h\u1ea7u h\u1ebft c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c t\u1ea1o ra l\u1ee3i nhu\u1eadn cho ch\u1ee7 s\u1edf h\u1eefu v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb kh\u00e1c bi\u1ec7t v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n<p>T\u01b0\u1edfng t\u01b0\u1ee3ng b\u1ea1n s\u1edf h\u1eefu m\u1ed9t qu\u00e1n c\u00e0 ph\u00ea, v\u00e0 c\u00f3 nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh v\u1edbi qu\u00e1n v\u00ec h\u1ecd nh\u1edb c\u00e1ch b\u1ea1n ph\u1ee5c v\u1ee5, v\u1ecb c\u00e0 ph\u00ea \u0111\u1eb7c tr\u01b0ng c\u1ee7a b\u1ea1n. \u0110\u00e2y l\u00e0 m\u1ed9t ch\u1ee9c n\u0103ng c\u01a1 b\u1ea3n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y t\u00f4i gi\u1edbi thi\u1ec7u v\u1edbi b\u1ea1n m\u1ed9t trong nh\u1eefng quan \u0111i\u1ec3m kh\u00e1 hay v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y trong cu\u1ed1n s\u00e1ch\u00a0<strong>Start with Why<\/strong>\u00a0c\u1ee7a\u00a0<strong>Simon Sinek<\/strong>.<\/p>\n<p>Trong cu\u1ed1n s\u00e1ch,\u00a0<strong>Why (t\u1ea1i sao)<\/strong>\u00a0\u0111\u01b0\u1ee3c minh h\u1ecda c\u00f9ng v\u1edbi\u00a0<strong>How (nh\u01b0 th\u1ebf n\u00e0o)<\/strong>\u00a0v\u00e0\u00a0<strong>What (\u0111i\u1ec1u g\u00ec)<\/strong>, nh\u01b0 h\u00ecnh v\u1ebd d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n<p>C\u00f9ng xem qua m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 nh\u01b0 sau:<\/p>\n<ul>\n<li>Starbucks: \u201cKh\u01a1i ngu\u1ed3n c\u1ea3m h\u1ee9ng v\u00e0 nu\u00f4i d\u01b0\u1ee1ng tinh th\u1ea7n m\u1ed7i ng\u01b0\u1eddi \u2013\u00a0m\u1ed9t ng\u01b0\u1eddi, m\u1ed9t ly c\u00e0 ph\u00ea v\u00e0 m\u1ed9t t\u00ecnh\u00a0h\u00e0ng x\u00f3m\u00a0v\u00e0o m\u1ed9t th\u1eddi \u0111i\u1ec3m\u201d<\/li>\n<li>Coca-Cola: &#8220;L\u00e0m m\u1edbi th\u1ebf gi\u1edbi, lan t\u1ecfa ph\u00fat gi\u00e2y h\u1ea1nh ph\u00fac.&#8221;<\/li>\n<li>Walmart: &#8220;Ti\u1ebft ki\u1ec7m cho m\u1ed9t cu\u1ed9c s\u1ed1ng t\u1ed1t \u0111\u1eb9p h\u01a1n.&#8221;<\/li>\n<li>Nike: \u201cMang ni\u1ec1m c\u1ea3m h\u1ee9ng v\u00e0 nh\u1eefng \u0111\u1ed5i m\u1edbi\u00a0\u00a0\u0111\u1ebfn v\u1edbi m\u1ecdi v\u1eadn \u0111\u1ed9ng vi\u00ean tr\u00ean th\u1ebf gi\u1edbi. B\u1ea3n th\u00e2n m\u1ed7i ng\u01b0\u1eddi \u0111\u1ec1u l\u00e0 m\u1ed9t v\u1eadn \u0111\u1ed9ng vi\u00ean. \u201d<\/li>\n<li>Zappos: &#8220;Giao h\u1ea1nh ph\u00fac.&#8221;<\/li>\n<li>Pampers: \u201cTh\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a tr\u1ebb.\u201d<\/li>\n<li>Google: \u201cS\u1eafp x\u1ebfp th\u00f4ng tin c\u1ee7a th\u1ebf gi\u1edbi v\u00e0 khi\u1ebfn ch\u00fang d\u1ec5 d\u00e0ng truy c\u1eadp tr\u00ean ph\u1ea1m vi to\u00e0n c\u1ea7u.\u201d<\/li>\n<li>IBM: \u201cGi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 b\u1ee9c x\u00fac c\u1ee7a th\u1ebf gi\u1edbi b\u1eb1ng vi\u1ec7c k\u1ebft n\u1ed1i m\u1ecdi ng\u01b0\u1eddi v\u00e0 t\u1eadn d\u1ee5ng s\u1ee9c m\u1ea1nh c\u00f4ng ngh\u1ec7.\u201d<\/li>\n<li>Coffee House (Vi\u1ec7t Nam): \u201cGia t\u0103ng k\u1ebft n\u1ed1i gi\u1eefa ng\u01b0\u1eddi v\u00e0 ng\u01b0\u1eddi.\u201d<\/li>\n<li>Trung t\u00e2m h\u1ed7 tr\u1ee3 v\u00e0 ph\u00e1t tri\u1ec3n c\u1ed9ng \u0111\u1ed3ng LIN (Vi\u1ec7t Nam): \u201cN\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng cu\u1ed9c s\u1ed1ng th\u00f4ng qua vi\u1ec7c h\u1ed7 tr\u1ee3 c\u00e1c t\u1ed5 ch\u1ee9c phi l\u1ee3i nhu\u1eadn.\u201d<\/li>\n<\/ul>\n<h4><strong>V\u1eady, \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u quan tr\u1ecdng nh\u01b0 th\u1ebf n\u00e0o?<\/strong><\/h4>\n<p>N\u0103m 2012, m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t c\u1ee7a c\u00f4ng ty Edelman ch\u1ec9 ra 87% ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi \u0111\u1ed3ng \u00fd r\u1eb1ng vi\u1ec7c kinh doanh n\u00ean c\u00e2n b\u1eb1ng gi\u1eefa vi\u1ec7c gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i v\u00e0 c\u00e1c v\u1ea5n \u0111\u1ec1 kinh doanh. H\u1ecd k\u00ec v\u1ecdng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u quan t\u00e2m v\u00e0 gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i nhi\u1ec1u h\u01a1n l\u00e0 ch\u1ec9 h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c b\u00e1n h\u00e0ng.<\/p>\n<p>C\u1ea3 P&amp;G v\u00e0 Unilever \u0111\u1ec1u \u0111\u1ed3ng \u00fd v\u1edbi quan \u0111i\u1ec3m \u0111\u00f3.<\/p>\n<blockquote class=\"media-box media-right\"><p><em>87% ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi \u0111\u1ed3ng \u00fd r\u1eb1ng vi\u1ec7c kinh doanh n\u00ean c\u00e2n b\u1eb1ng gi\u1eefa vi\u1ec7c gi\u1ea3i quy\u1ebft c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i v\u00e0 c\u00e1c v\u1ea5n \u0111\u1ec1 kinh doanh.<\/em><\/p><\/blockquote>\n<p>Trong cu\u1ed1n s\u00e1ch\u00a0<strong>Grow \u2013 T\u0103ng tr\u01b0\u1edfng<\/strong>, xu\u1ea5t b\u1ea3n n\u0103m 2012,\u00a0<strong>Jum Stengel<\/strong>, c\u1ef1u CMO c\u1ee7a P&amp;G \u0111\u00e3 ch\u1ec9 ra:<\/p>\n<ul>\n<li>Top 50 doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd th\u01b0\u1eddng \u0111i k\u00e8m v\u1edbi m\u1ed9t \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u r\u00f5 r\u00e0ng,\u00a0h\u1ecd ph\u00e1t tri\u1ec3n nhanh g\u1ea5p 3 l\u1ea7n so\u00a0v\u1edbi\u00a0\u0111\u1ed1i th\u1ee7.<\/li>\n<li>N\u1ebfu b\u1ea1n \u0111\u1ea7u t\u01b0 v\u00e0o nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y, l\u1ee3i nhu\u1eadn thu v\u1ec1 s\u1ebd l\u00e0 400% so v\u1edbi \u0111\u1ea7u t\u01b0 c\u00e1c c\u00f4ng ty n\u1eb1m trong danh s\u00e1ch 500 c\u00f4ng ty c\u00f3 ch\u1ec9 s\u1ed1 v\u1ed1n h\u00f3a l\u1edbn nh\u1ea5t.<\/li>\n<\/ul>\n<p>Trong n\u0103m 2015, \u00f4ng Paul Polman, Gi\u00e1m \u0111\u1ed1c \u0110i\u1ec1u h\u00e0nh c\u1ee7a t\u1eadp \u0111o\u00e0n Unilever, \u0111\u00e3 nh\u1ea5n m\u1ea1nh r\u1eb1ng,\u00a0c\u00e1c th\u01b0\u01a1ng hi\u1ec7u\u00a0mang \u00fd ngh\u0129a gi\u00e1 tr\u1ecb x\u00e3 h\u1ed9i\u00a0c\u00f3 hi\u1ec7u su\u1ea5t cao nh\u1ea5t trong danh m\u1ee5c \u0111\u1ea7u t\u01b0 to\u00e0n c\u1ea7u c\u1ee7a h\u1ecd. V\u00e0 \u0111\u00f3 c\u0169ng l\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 t\u1ec9 l\u1ec7 t\u0103ng tr\u01b0\u1edfng g\u1ea5p hai l\u1ea7n so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. Trong , \u00f4ng Keith Weed, CMO c\u1ee7a Unilever \u0111\u00e3 ch\u1ec9 ra r\u00f5 trong b\u00e0i vi\u1ebft \u201cTh\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi c\u00e1c\u00a0gi\u00e1 tr\u1ecb\u00a0x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y l\u1ee3i nhu\u1eadn nh\u01b0 th\u1ebf n\u00e0o\u201d r\u1eb1ng \u201cc\u00f3 tr\u01b0\u1eddng h\u1ee3p th\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i mang l\u1ea1i l\u1ee3i \u00edch v\u1ec1 kinh t\u1ebf.\u00a0T\u0103ng tr\u01b0\u1edfng c\u00f3 m\u1ee5c \u0111\u00edch c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn to\u00e0n b\u1ed9 vi\u1ec7c kinh doanh c\u1ee7a doanh nghi\u1ec7p\u201d.<\/p>\n<p><strong>V\u1eady, \u0111\u00e2u l\u00e0 nh\u1eefng tr\u01b0\u1eddng h\u1ee3p n\u1ed5i b\u1eadt v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u g\u1eafn li\u1ec1n v\u1edbi v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i?<\/strong><\/p>\n<p>Theo cu\u1ed1n s\u00e1ch c\u1ee7a Jim Stengle, c\u00f3 5 ki\u1ec3u th\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i n\u1ed5i b\u1eadt:<\/p>\n<ul>\n<li>Kh\u01a1i g\u1ee3i h\u1ee9ng th\u00fa v\u1edbi nh\u1eefng tr\u1ea3i nghi\u1ec7m\u00a0m\u1edbi m\u1ebb\u00a0v\u00e0 c\u00e1c gi\u1edbi h\u1ea1n \u0111\u01b0\u1ee3c ph\u00e1 b\u1ecf (V\u00ed d\u1ee5: Zappos)<\/li>\n<li>K\u1ebft n\u1ed1i con ng\u01b0\u1eddi v\u1edbi nhau v\u00e0 v\u1edbi th\u1ebf gi\u1edbi (V\u00ed d\u1ee5: Starbucks)<\/li>\n<li>Kh\u00e1m ph\u00e1 nh\u1eefng\u00a0\u201cch\u00e2n tr\u1eddi m\u1edbi\u201d\u00a0c\u00f9ng v\u1edbi nh\u1eefng tr\u1ea3i nghi\u1ec7m m\u1edbi (V\u00ed d\u1ee5: Pampers)<\/li>\n<li>G\u1ee3i l\u00ean s\u1ef1 ki\u00eau h\u00e3nh b\u1eb1ng\u00a0vi\u1ec7c \u0111em l\u1ea1i\u00a0c\u1ea3m gi\u00e1c t\u1ef1 tin\u00a0cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng\u00a0(V\u00ed d\u1ee5: Mercedes Benz)<\/li>\n<li>T\u1ea1o ra \u1ea3nh h\u01b0\u1edfng r\u1ed9ng r\u00e3i, th\u00e1ch th\u1ee9c th\u1ef1c t\u1ea1i v\u00e0 t\u00e1i \u0111\u1ecbnh ngh\u0129a ng\u00e0nh h\u00e0ng\u00a0(V\u00ed d\u1ee5: IBM)<\/li>\n<\/ul>\n<p>B\u00e2y gi\u1edd ch\u00fang ta \u0111\u1ec1u bi\u1ebft c\u00f3 nh\u1eefng ki\u1ec3u th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 tr\u00ean, v\u1eady l\u00e0m sao \u0111\u1ec3\u00a0t\u00ecm ra \u0111\u01b0\u1ee3c m\u1ed9t \u00fd ngh\u0129a ph\u00f9 h\u1ee3p cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh?<\/p>\n<p>T\u00f4i ngh\u0129 b\u1ea1n n\u00ean th\u1eed d\u00f9ng \u201cconcept IKIGAI\u201d. IKIGAI l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m xu\u1ea5t ph\u00e1t t\u1eeb Nh\u1eadt B\u1ea3n, c\u00f3 th\u1ec3 hi\u1ec3u \u0111\u00f3 l\u00e0 m\u1ee5c \u0111\u00edch cu\u1ed9c s\u1ed1ng c\u1ee7a m\u1ed7i ng\u01b0\u1eddi, l\u00e0 s\u1ee9 m\u1ec7nh v\u00e0 s\u1ef1 c\u1ed1ng hi\u1ebfn.<\/p>\n<p>Nh\u01b0 h\u00ecnh minh h\u1ecda, IKIGAI l\u00e0 giao \u0111i\u1ec3m c\u1ee7a 4 g\u00f3c:<\/p>\n<ul>\n<li>\u0110i\u1ec1u b\u1ea1n y\u00eau th\u00edch<\/li>\n<li>\u0110i\u1ec1u th\u1ebf gi\u1edbi c\u1ea7n<\/li>\n<li>\u0110i\u1ec1u c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n l\u00e0m ra ti\u1ec1n<\/li>\n<li>\u0110i\u1ec1u b\u1ea1n gi\u1ecfi<\/li>\n<\/ul>\n<p>B\u00e2y gi\u1edd, chuy\u1ec3n n\u00f3 sang ng\u1eef c\u1ea3nh c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i:<\/p>\n<ul>\n<li>Th\u01b0\u01a1ng hi\u1ec7u quan t\u00e2m \u0111\u1ebfn \u0111i\u1ec1u g\u00ec?<\/li>\n<li>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea7n g\u00ec?<\/li>\n<li>Gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u0111em l\u1ea1i cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng?<\/li>\n<li>\u0110i\u1ec3m m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u\/ nh\u00e2n l\u1ef1c c\u1ee7a c\u00f4ng ty l\u00e0 g\u00ec?<\/li>\n<\/ul>\n<p>B\u1eb1ng c\u00e1ch tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi n\u00e0y, t\u00f4i ch\u1eafc b\u1ea1n s\u1ebd h\u00ecnh dung \u0111\u01b0\u1ee3c phi\u00ean b\u1ea3n \u0111\u1ea7u ti\u00ean c\u1ee7a \u00fd ngh\u0129a cho s\u1ef1 t\u1ed3n t\u1ea1i th\u01b0\u01a1ng hi\u1ec7u. G\u1ecdi l\u00e0 phi\u00ean b\u1ea3n \u0111\u1ea7u ti\u00ean v\u00ec ch\u1eafc ch\u1eafn ch\u00fang ta s\u1ebd c\u00f2n c\u00f3 nh\u1eefng phi\u00ean b\u1ea3n th\u1ee9 hai, th\u1ee9 ba\u2026 Theo th\u1eddi gian, m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u s\u1ebd lu\u00f4n thay \u0111\u1ed5i v\u00e0 ph\u00e1t tri\u1ec3n.<\/p>\n<p>Qu\u00e1 tr\u00ecnh x\u00e1c \u0111\u1ecbnh v\u00e0 v\u1ebd ra \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u1ed1n kh\u00e1 nhi\u1ec1u th\u1eddi gian v\u00e0 kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng d\u1ec5 d\u00e0ng. V\u1eady n\u00ean h\u00e3y ki\u00ean nh\u1eabn v\u1edbi b\u1ea3n th\u00e2n v\u00e0 \u0111\u1ed3ng nghi\u1ec7p c\u1ee7a m\u00ecnh. V\u00e0 nh\u1edb r\u1eb1ng, khi b\u1ea1n d\u00f9ng \u00fd ngh\u0129a l\u00e0m \u0111\u1ecbnh h\u01b0\u1edbng, \u0111\u00f3 s\u1ebd l\u00e0 kim ch\u1ec9 nam gi\u00fap b\u1ea1n v\u01b0\u1ee3t qua nh\u1eefng kho\u1ea3ng th\u1eddi gian v\u1ea5t v\u1ea3.<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m v\u1ec1 \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u m\u00e0 t\u00f4i ngh\u0129 l\u00e0 quan tr\u1ecdng. Kh\u00f4ng nh\u1ea5t thi\u1ebft d\u00f9ng t\u1ea5t c\u1ea3 nh\u1eefng \u00fd d\u01b0\u1edbi \u0111\u00e2y \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, b\u1ea1n c\u00f3 th\u1ec3 linh ho\u1ea1t v\u00e0 ch\u1ec9 c\u1ea7n\u00a0\u00fd ngh\u0129a\u00a0th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ee7 r\u00f5 r\u00e0ng \u0111\u1ec3 b\u1ea1n v\u00e0 \u0111\u1ed3ng nghi\u1ec7p c\u00f3 \u0111\u1ed9ng l\u1ef1c ti\u1ebfn v\u1ec1 ph\u00eda tr\u01b0\u1edbc\u00a0(\u0110\u1eebng qu\u00ean \u0111\u00e2y l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh li\u00ean t\u1ee5c, b\u1ea1n lu\u00f4n c\u1ea7n \u0111\u00e1nh gi\u00e1 l\u1ea1i \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u sau m\u1ed7i ch\u1eb7ng \u0111\u01b0\u1eddng).<\/p>\n<ol>\n<li><strong>C\u00f3 th\u1ec3 g\u00e2y \u1ea5n t\u01b0\u1ee3ng v\u1edbi \u0111\u1ed3ng nghi\u1ec7p v\u00e0 c\u00e1c \u0111\u1ed1i t\u00e1c kh\u00f4ng?<\/strong>\u00a0N\u1ebfu m\u1ee5c \u0111\u00edch \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n v\u1ebd n\u00ean kh\u00f4ng khi\u1ebfn ai h\u00e0o h\u1ee9ng th\u00ec b\u1ea1n c\u1ea7n th\u1eed l\u1ea1i, ngh\u0129 th\u00eam, nguy\u00ean do c\u00f3 th\u1ec3 \u0111\u01a1n gi\u1ea3n l\u00e0 v\u00ec \u00fd ngh\u0129a \u1ea5y ch\u01b0a tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e2u h\u1ecfi \u201ct\u1ea1i sao\u201d v\u00e0 ch\u01b0a \u0111\u1ee7 r\u00f5 r\u00e0ng \u0111\u1ec3 t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho m\u1ecdi ng\u01b0\u1eddi.<\/li>\n<li><strong>C\u00f3 th\u1ecfa m\u00e3n \u0111\u1ed3ng th\u1eddi \u0111i\u1ec3m m\u1ea1nh c\u1ee7a doanh nghi\u1ec7p v\u00e0<\/strong><strong>\u00a0nhu c\u1ea7u c\u1ee7a th\u1ebf gi\u1edbi kh\u00f4ng<\/strong><strong>?\u00a0<\/strong>M\u1ed9t \u00fd t\u01b0\u1edfng n\u00e0o \u0111\u00f3 \u0111em \u0111\u1ebfn s\u1ef1 h\u00e0o h\u1ee9ng cho t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi nh\u01b0ng kh\u00f4ng th\u1ec3 d\u00f9ng \u0111\u01b0\u1ee3c ho\u1eb7c kh\u00f4ng \u0111em l\u1ea1i l\u1ee3i \u00edch g\u00ec th\u00ec c\u0169ng v\u00f4 d\u1ee5ng. \u0110\u1ed3ng th\u1eddi, n\u00f3 c\u0169ng ph\u1ea3i n\u1eb1m trong kh\u1ea3 n\u0103ng hi\u1ec7n th\u1ef1c h\u00f3a c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu kh\u00f4ng, \u0111\u00f3 ch\u1ec9 l\u00e0 m\u1ed9t \u00fd t\u01b0\u1edfng vi\u1ec3n v\u00f4ng.<\/li>\n<li><strong>Li\u1ec7u \u00fd ngh\u0129a \u0111\u00f3 c\u00f3 \u0111em \u0111\u1ebfn g\u00ec kh\u00e1c ngo\u00e0i l\u1ee3i \u00edch kinh t\u1ebf cho th\u01b0\u01a1ng hi\u1ec7u hay kh\u00f4ng?<\/strong>\u00a0Ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n y\u00eau th\u00edch v\u00e0 \u1ee7ng h\u1ed9 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u g\u1ea7n g\u0169i v\u1edbi cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd v\u00e0 t\u00f4n tr\u1ecdng h\u1ecd. \u0110i\u1ec1u n\u00e0y kh\u00e1 r\u00f5 r\u00e0ng, n\u1ebfu ch\u1ec9 h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c b\u00e1n cho kh\u00e1ch h\u00e0ng nhi\u1ec1u h\u01a1n b\u1ea1n s\u1ebd kh\u00f4ng th\u1ec3 t\u0103ng ch\u1ec9 s\u1ed1 y\u00eau th\u00edch th\u01b0\u01a1ng hi\u1ec7u l\u00ean \u0111\u01b0\u1ee3c. \u00dd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u ch\u1ec9 h\u01b0\u1edbng \u0111\u1ebfn k\u1ebft qu\u1ea3 kinh t\u1ebf th\u00ec s\u1ebd kh\u00f4ng th\u1ec3 ti\u1ebfn xa \u0111\u01b0\u1ee3c.<\/li>\n<li><strong>B\u1ea1n c\u00f3 c\u1ea3m th\u1ea5y<\/strong>\u00a0<strong>cho\u00e1ng ng\u1ee3p v\u1ec1 chi\u1ec1u s\u00e2u hay s\u1ef1 to l\u1edbn\u00a0c\u1ee7a \u00fd ngh\u0129a<\/strong><strong>\u00a0th\u01b0\u01a1ng hi\u1ec7u<\/strong><strong>?\u00a0<\/strong>N\u1ebfu c\u00e2u tr\u1ea3 l\u1eddi l\u00e0 kh\u00f4ng, \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n ch\u01b0a th\u1ef1c s\u1ef1 m\u1edbi m\u1ebb. V\u00ec ch\u1ec9 khi \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u c\u00f3 g\u00ec \u0111\u00f3 m\u1edbi v\u00e0 \u00fd ngh\u0129a th\u00ec ch\u00fang ta m\u1edbi t\u1ea1o ra \u0111\u01b0\u1ee3c nh\u1eefng kh\u00e1c bi\u1ec7t th\u1ef1c s\u1ef1.<\/li>\n<\/ol>\n<p class=\"left-quote\">Ng\u01b0\u1eddi ti\u00eau d\u00f9ng lu\u00f4n y\u00eau th\u00edch v\u00e0 \u1ee7ng h\u1ed9 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u g\u1ea7n g\u0169i v\u1edbi cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd v\u00e0 t\u00f4n tr\u1ecdng h\u1ecd.<\/p>\n<p><strong>Cu\u1ed1i c\u00f9ng nh\u01b0ng c\u0169ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 hi\u1ec7n th\u1ef1c h\u00f3a \u00fd ngh\u0129a\u00a0\u0111\u00f3?<\/strong><\/p>\n<ul>\n<li><em>K\u1ec3 v\u1edbi m\u1ecdi ng\u01b0\u1eddi v\u1ec1 \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u khi c\u00f3 th\u1ec3 v\u00e0 l\u00e0m \u0111i\u1ec1u \u0111\u00f3 th\u01b0\u1eddng xuy\u00ean<\/em><\/li>\n<\/ul>\n<p>Th\u01b0\u1eddng xuy\u00ean k\u1ec3 v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 c\u00e1c b\u00ean li\u00ean quan v\u1ec1 \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh. Nh\u1eefng \u0111i\u1ec1u quan tr\u1ecdng \u0111\u01b0\u1ee3c l\u1eb7p \u0111i l\u1eb7p l\u1ea1i s\u1ebd khi\u1ebfn ng\u01b0\u1eddi ta nh\u1edb \u0111\u1ebfn.\u00a0Vi\u1ec7c th\u01b0\u1eddng xuy\u00ean nh\u1eafc \u0111\u1ebfn \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u c\u0169ng cho th\u1ea5y \u0111\u00e2y l\u00e0 m\u1ed9t \u0111i\u1ec1u quan tr\u1ecdng.<\/p>\n<ul>\n<li><em>H\u00e3y kh\u00e9o l\u00e9o trong c\u00e1ch truy\u1ec1n t\u1ea3i \u2013 d\u00f9ng nhi\u1ec1u c\u00e2u chuy\u1ec7n v\u1edbi nhi\u1ec1u c\u00e1ch kh\u00e1c nhau\u00a0<\/em><\/li>\n<\/ul>\n<p>Nh\u01b0\u00a0\u0111\u00e3 \u0111\u1ec1 c\u1eadp, \u0111\u00fang l\u00e0 ch\u00fang ta c\u1ea7n li\u00ean t\u1ee5c\u00a0nh\u1eafc\u00a0\u0111\u1ebfn \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u, nh\u01b0ng n\u1ebfu l\u1eb7p l\u1ea1i y chang nh\u01b0 v\u1eady kh\u1eafp m\u1ecdi n\u01a1i th\u00ec th\u1eadt l\u00e0 sai l\u1ea7m. \u0110i\u1ec1u \u0111\u00f3 ch\u1ec9 l\u00e0m kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1ed1i t\u00e1c th\u1ea5y\u00a0nh\u00e0m\u00a0ch\u00e1n v\u00e0 kh\u00f3 ch\u1ecbu m\u00e0 th\u00f4i.<\/p>\n<p>Do \u0111\u00f3, b\u1ea1n c\u1ea7n t\u00ecm nhi\u1ec1u c\u00e1ch kh\u00e1c nhau \u0111\u1ec3 k\u1ec3 v\u1ec1 \u00fd ngh\u0129a cho s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c \u0111\u1ec1 c\u1eadp \u0111\u1ebfn n\u00f3 t\u1eeb nhi\u1ec1u kh\u00eda c\u1ea1nh kh\u00e1c nhau. \u0110\u1eebng l\u00e0m ng\u01b0\u1eddi ta nh\u00e0m ch\u00e1n ch\u1ec9 v\u1edbi m\u1ed9t v\u00e0i\u00a0print-ads kh\u00f4ng c\u00f3 g\u00ec m\u1edbi m\u1ebb.<\/p>\n<ul>\n<li><em>Ai\u00a0c\u0169ng l\u00e0 m\u1ed9t \u0111\u1ea1i di\u1ec7n cho \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u<\/em><\/li>\n<\/ul>\n<p>Nhi\u1ec1u v\u00ed d\u1ee5 ch\u1ec9 ra vi\u1ec7c hi\u1ec7n th\u1ef1c h\u00f3a \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c c\u00e1c v\u1ecb CEO d\u1eabn d\u1eaft kh\u00e9o l\u00e9o, trong s\u1ed1 \u0111\u00f3 c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn v\u1ecb CEO Richard Brandon c\u1ee7a Virgin Group. Th\u01b0\u1eddng th\u00ec m\u1ecdi vi\u1ec7c s\u1ebd b\u1eaft \u0111\u1ea7u t\u1eeb nh\u1eefng quan ch\u1ee9c cao c\u1ea5p c\u1ee7a doanh nghi\u1ec7p v\u00ec h\u1ecd s\u1ebd l\u00e0 ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u, l\u00e0m g\u01b0\u01a1ng cho c\u1ea5p d\u01b0\u1edbi v\u00e0 h\u1ecd c\u0169ng\u00a0ch\u00ednh\u00a0l\u00e0 nh\u1eefng ng\u01b0\u1eddi hi\u1ec3u r\u00f5 nh\u1ea5t v\u1ec1 m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u. Kh\u00f4ng ch\u1ec9 ban l\u00e3nh \u0111\u1ea1o m\u00e0\u00a0nh\u1eefng nh\u00e2n vi\u00ean c\u1ea5p b\u1eadc b\u00ecnh th\u01b0\u1eddng\u00a0c\u0169ng c\u1ea7n ph\u1ea3i n\u1eafm r\u00f5 vai tr\u00f2 c\u1ee7a m\u00ecnh trong qu\u00e1 tr\u00ecnh hi\u1ec7n th\u1ef1c h\u00f3a \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u.\u00a0\u0110i\u1ec1u n\u00e0y\u00a0v\u00f4 c\u00f9ng quan tr\u1ecdng.<\/p>\n<p>Th\u1eed t\u01b0\u1edfng t\u01b0\u1ee3ng trong m\u1ed9t bu\u1ed5i h\u1ecdp b\u00e1o, CEO c\u1ee7a c\u00f4ng ty \u0111\u1ec1 c\u1eadp \u0111\u1ebfn \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u v\u00e0 b\u1ea1n c\u0169ng nh\u01b0 c\u00e1c \u0111\u1ed3ng nghi\u1ec7p kh\u00f4ng h\u1ec1 bi\u1ebft \u0111\u00f3 l\u00e0 g\u00ec, b\u1ea1n\u00a0s\u1ebd\u00a0c\u1ea3m th\u1ea5y nh\u01b0 th\u1ebf n\u00e0o? \u0110\u1eebng \u0111\u1ec3 t\u00ecnh hu\u1ed1ng kh\u00f4ng hay n\u00e0y x\u1ea3y ra v\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ed3ng nghi\u1ec7p c\u1ee7a\u00a0b\u1ea1n.<\/p>\n<ul>\n<li><em>N\u00f3i \u0111\u01b0\u1ee3c l\u00e0m \u0111\u01b0\u1ee3c \u2013 Th\u1ef1c t\u1ebf l\u00e0 y\u1ebfu t\u1ed1 thuy\u1ebft ph\u1ee5c nh\u1ea5t \u0111\u1ec3 \u0111em \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn g\u1ea7n h\u01a1n v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/em><\/li>\n<\/ul>\n<p>Ai c\u0169ng h\u1ee9a \u0111\u01b0\u1ee3c, nh\u01b0ng v\u1ea5n \u0111\u1ec1 l\u00e0 l\u1eddi h\u1ee9a n\u00e0o \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n, l\u1eddi h\u1ee9a n\u00e0o l\u00e0 l\u1eddi h\u1ee9a su\u00f4ng.<\/p>\n<p>N\u1ebfu th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n quan t\u00e2m \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng, h\u00e3y l\u00e0m \u0111i\u1ec1u g\u00ec \u0111\u00f3 c\u00f3 t\u00e1c \u0111\u1ed9ng t\u1ed1t \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng\u00a0v\u00e0\u00a0cho th\u1ebf gi\u1edbi th\u1ea5y m\u1ed9t k\u1ebft qu\u1ea3 c\u1ee5 th\u1ec3. C\u00f2n n\u1ebfu b\u1ea1n ch\u1ec9 t\u00f4 v\u1ebd m\u1ed9t b\u1ee9c tranh \u0111\u1eb9p v\u1ec1 m\u1ee5c \u0111\u00edch th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh m\u00e0 kh\u00f4ng th\u1ef1c s\u1ef1 c\u00f3 \u0111\u1ed9ng th\u00e1i n\u00e0o th\u00ec kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4ng quan t\u00e2m \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ee7a b\u1ea1n\u00a0n\u1eefa\u00a0\u0111\u00e2u.<\/p>\n<ul>\n<li><em>\u0110\u1eebng qu\u00e1 c\u1ef1c \u0111oan<\/em><\/li>\n<\/ul>\n<p>Ch\u00fang ta xem tr\u1ecdng \u00fd ngh\u0129a c\u1ee7a m\u00ecnh, \u0111i\u1ec1u n\u00e0y l\u00e0 \u0111\u00fang, nh\u01b0ng vi\u1ec7c kinh doanh c\u0169ng nh\u01b0 cu\u1ed9c s\u1ed1ng v\u1eady. Cu\u1ed9c s\u1ed1ng v\u1ed1n \u0111a d\u1ea1ng v\u00e0 ch\u00fang ta kh\u00f4ng n\u00ean ch\u1ec9 ch\u00fa t\u00e2m v\u00e0 c\u1ee9ng nh\u1eafc theo \u0111u\u1ed5i 1 v\u1ea5n \u0111\u1ec1 m\u00e0 b\u1ecf qua nh\u1eefng \u0111i\u1ec1u kh\u00e1c. \u0110\u00f4i khi ch\u00fa tr\u1ecdng v\u00e0o qu\u00e1 tr\u00ecnh c\u0169ng quan tr\u1ecdng kh\u00f4ng k\u00e9m\u00a0ch\u00fa tr\u1ecdng v\u00e0o m\u1ee5c \u0111\u00edch. Vi\u1ec7c b\u00e1m s\u00e1t \u00fd ngh\u0129a m\u1ed9t c\u00e1ch c\u1ee9ng nh\u1eafc c\u00f3 th\u1ec3 s\u1ebd ph\u1ea3n t\u00e1c d\u1ee5ng.<\/p>\n<p>V\u00ed d\u1ee5, n\u1ebfu b\u1ea1n kinh doanh b\u00e1n l\u1ebb v\u00e0 \u00fd ngh\u0129a c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u00e0 \u1ee7ng h\u1ed9 l\u1ed1i s\u1ed1ng kh\u00f4ng r\u00e1c th\u1ea3i, d\u1eabn \u0111\u1ebfn vi\u1ec7c th\u01b0\u01a1ng hi\u1ec7u\u00a0\u00e1p d\u1ee5ng ch\u00ednh s\u00e1ch\u00a0kh\u00f4ng d\u00f9ng t\u00fai nilong n\u1eefa.\u00a0B\u1ea1n ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 l\u00e0m nh\u01b0 v\u1eady, mi\u1ec5n l\u00e0 th\u01b0\u01a1ng hi\u1ec7u v\u1eabn c\u00f3 c\u00e1c gi\u1ea3i ph\u00e1p thay th\u1ebf \u0111\u1ec3 kh\u00e1ch h\u00e0ng tho\u1ea3i m\u00e1i v\u1edbi nh\u1eefng ch\u00ednh s\u00e1ch m\u1edbi n\u00e0y. \u0110\u1eebng g\u01b0\u1ee3ng \u00e9p kh\u00e1ch h\u00e0ng ph\u1ea3i tuy\u1ec7t \u0111\u1ed1i tu\u00e2n th\u1ee7 theo \u00fd m\u00ecnh.<\/p>\n<p>B\u1ea1n n\u00ean nh\u1edb r\u1eb1ng n\u1ebfu th\u01b0\u01a1ng hi\u1ec7u c\u1ef1c \u0111oan trong c\u00e1ch th\u1ec3 hi\u1ec7n \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u, nh\u1ea5t l\u00e0 trong vi\u1ec7c \u00e1p d\u1ee5ng \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, h\u1ecd c\u00f3 th\u1ec3 s\u1ebd c\u1ea3m th\u1ea5y ch\u00e1n ho\u1eb7c ho\u1ea3ng s\u1ee3 khi nh\u1eafc \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, v\u00e0 khi \u1ea5y, ngo\u00e0i kia lu\u00f4n c\u00f3 nh\u1eefng l\u1ef1a ch\u1ecdn kh\u00e1c s\u1eb5n s\u00e0ng ph\u1ee5c v\u1ee5 h\u1ecd.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ng\u01b0\u1eddi ta lu\u00f4n n\u00f3i nhi\u1ec1u v\u1ec1 \u00fd ngh\u0129a th\u01b0\u01a1ng hi\u1ec7u (Brand Purpose), nh\u01b0ng h\u1ecd c\u00f3 th\u1eadt s\u1ef1 hi\u1ec3u r\u00f5 \u0111\u00f3 l\u00e0 g\u00ec v\u00e0 t\u1ea1i sao hay kh\u00f4ng? Nhi\u1ec1u ng\u01b0\u1eddi hay h\u1ecfi t\u00f4i r\u1eb1ng\u00a0\u0111i\u1ec1u g\u00ec khi\u1ebfn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng h\u01a1n c\u00e1c \u0111\u1ed1i th\u1ee7. Th\u01b0\u1eddng th\u00ec th\u00ec vi\u1ec7c\u00a0ph\u00e2n t\u00edch c\u00e1c\u00a0tr\u01b0\u1eddng h\u1ee3p\u00a0th\u00e0nh c\u00f4ng l\u00fac n\u00e0o c\u0169ng [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[238],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5778"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=5778"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5778\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5778"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5778"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5778"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}