Choosing Feishu means choosing a special modern management philosophy.
Author | Pi Ye
Produced | Industrialist
In the 20th century, the Russian literary critic Bakhtin put forward a theory that has been handed down to this day—the theory of literary polyphony.
In his view, Dostoyevsky's novels are an "art of multi-person dialogue", that is, in Dostoyevsky's novels, it is a kind of multi-person voice and joint participation. , The aesthetic feeling regardless of priority. After the "polyphony theory", literary works began to pay more and more attention to the "dialogue" element.
Polyphony, a musical term, refers to polyphonic music, that is, multiple voices eventually form a perfect melody. In the history of human development in the past thousands of years, the ideas represented by this term have been widely used in literature, management, etc., and are used to refer to those special excellent examples formed through the collaborative participation of multiple people.
Today, the paradigm of polyphony on Internet products has also emerged. On the last day of 2021, the "Friends of Time" speech came as scheduled, but this year's speech was different from the previous ones.
The difference is in the content theme. That is to say, in the past, most of the speech cases of "Friends of Time" were collected extensively by Luo Zhenyu and his team, and then reported and sorted out the cases. However, these stories and themes on the stage this year were "spontaneously" sent by many people. into their hands. These people have a common participation position: Feishu.
In this Feishu document called "This Year's New Year's Speech, Questions You Think You Must Answer" launched by the team, there are now 286 questions raised by netizens. In addition to the answers of hundreds of thousands of words, there are also There are 378 comments and 223 likes.
What is Feishu?
In the past year or so, some people named it "office tool", some people used "collaborative integration" to refer to it, and some people said "this is a new way of organization".
In companies that use Feishu, the corresponding keyword often has "creation". In addition to daily work, many employees will choose to use Feishu documents to record their life, work, and dry goods knowledge in various aspects, covering travel, products, learning, consumption, etc., and become "their own small world".
Outside the company, market awareness is Feishu's main slogan - "Advanced teams use Feishu first". In fact, for this voice, many people once questioned the strength of the slogan "Using Feishu, or a team that uses Feishu well is an advanced team".
Based on this speech and many discussions in the past, we try to answer a question in this article: What does Feishu represent?
2021 has come to an end, but the story about Feishu has just begun.
1. The "polyphony" of an Internet product
This year, the theme of the "Friends of Time" speech is extraordinarily different
A few months ago, a theme called "Originally, you can still do this!" was quickly finalized within the team. In the definition of Luo Zhenyu and the team, the content of this speech corresponds to "real doers in society ".
But in the subsequent progress, a difficulty was exposed. "We have no way to directly contact these amateur industry experts." said co-founder Kuaidao Tsing Yi. In other words, what this speech needs is broader participation and more down-to-earth coverage.
Feishu has become an outlet for difficult problems.
Several actions were quickly pushed forward. First of all, the students of Get Operations released a list of questions in a relatively open mode - "This year's New Year's speech, questions you think must be answered", soliciting from the whole society, people can freely ask and answer in the co-creation document.
The second stage is to refine the operation of the document. According to the content of the document, the professional operation students will define some important issues that should be mentioned in the New Year's Eve speech. "We have made the issue more focused, and we will take the initiative to invite some people related to the issue to participate."
In addition, Get also launched a "2021, which book do you think inspires you the most?" Why? " Book List document and " What are the good things that will bring everyone happiness in 2021? Goods list document.
At the same time, facing the venue of this speech——Chengdu, the team also released a copy of "China's First Stop, How Do You Want to Talk About Chengdu?" " co-creation document.
Soon, these Feishu documents brought feedback to the receiving team.
For example, the list of questions based on the topic of the speech, within a week or so, the number of co-creators exploded from three to five people at the beginning to more than 10,000 people, and the final co-creation content reached 331,068 words.
For another example, based on the book list document, people from all walks of life shared more than 100 good books. Finally, these bibliographies were selected and edited as "the most recommended book in 2021", which was published on Get in the app. There is also a list of good things. As this document is continuously supplemented and browsed, in the end, a total of 1017 high-quality good things are finally created.
A vivid metaphor is that during the entire promotion process, the Feishu document is like an open staff, and the participants are equivalent to individual musicians. People join in with their own unique instruments and voices, and talk to each other to compose a song. Beautiful polyphonic polyphony, this year's "Friends of Time".
"This year, Fatty Luo's speech is more real and down-to-earth." After this year's "Friends of Time" speech, a friend in the industry told me this way.
Indeed, from a larger perspective, the voices of the public finally made this "Friends of Time" speech. That is to say, compared with the previous centralized topic collection method, speeches based on Feishu documents are more representative of the "voice of society", and people pay more attention to them based on their own sense of participation.
This strong attention corresponds to the two key words behind the document co-creation by tens of thousands of people: dialogue and creation. That is, behind each document filled with vivid text, it is precisely people's strong sense of identity and spontaneous participation in a public topic event.
The deeper extension behind the participation is that Feishu's role in this process is more equivalent to a social speaking position. Different from highly centralized public opinion fields such as Weibo and Douban, Feishu's public opinion position model is more decentralized, and people have a clearer sense of creation and belonging to words.
2. Behind the co-creation of documents, the new kinetic energy of organizational power
At the end of the 20th century, Drucker won the title of "the greatest rising thinker in management theory" given by the "Economist" magazine, and he was a lifelong consultant of General Motors. This master of management has observed General Motors and major modern American companies for a long time. In his opinion, "The biggest task of managers is to stimulate employees' sense of ownership."
What Drucker wanted to solve was how to improve the organization of the enterprise. Over the past few years, "motivating employees' initiative" has become an unavoidable topic in corporate management. Some people gave answers that were driven by office processes, some people gave solutions that were driven by corporate culture, and others concluded that incentive policies should be adjusted.
Looking at it now, Feishu has given another answer: participation and belonging.
In fact, among the countless creations and conversations behind this co-creation experiment, a deeper thought is: Feishu documents are already equivalent to a modern version of blogs. Compared with the inherent blog, Feishu documents are more standardized and extensible, and they are closer to people's work and life, and the product design and interaction levels are also more concise and standardized.
This combination of blogging and office attributes finally forms a stronger sense of belonging and a sense of personal position for people in the organization to office tools. In many companies, this feature is already very obvious. It is understood that many people's Feishu document homepage is marked by blog.
What can be predicted is that as people's awareness of Feishu's "small world of self" continues to increase, the distance between the organization and employees will naturally be infinitely shortened.
In addition, Feishu can be anchored as a strong kinetic energy drive in the organization. Another answer is the sense of participation. That is to say, compared with other office software, one of the most distinctive features of Feishu documents is "dialogue", that is, people can comment and participate in real time based on documents.
"With the Feishu document, everyone can know everything and participate in everything in an instant." Xiaomi Chief Strategy Officer Wang Chuan once said in an interview with Liu Run. In his opinion, based on this joint participation "Information becomes a tool, and everyone's computing power will be fully utilized automatically based on sufficient information."
Xiaomi was one of the first companies to "eat crabs" on Feishu. Today, Feishu has become a general office tool within Xiaomi.
The strong performance of this organization can also be extended from the case of "Friends of Time" where tens of thousands of people co-created documents. That is to say, the strong creativity and "sense of dialogue participation" that people have on Feishu documents can also be scaled to the organization, becoming the best way to drive the organization's strong performance.
From the single-line reporting model of superiors and subordinates to the participation model of "everyone's voice can be heard", what is reflected in the Feishu document is exactly the "polyphonic" model of modern enterprise management.
3. Find the "straight-line distance" for building a modern organization
In this year's "Friends of Time" speech, one of the highly praised topics that was mentioned was, "Why do superiors write weekly reports to subordinates?"
The answer Luo Zhenyu gave at the scene was that through this method, "the workplace knowledge, work experience, and business thinking of the company's heads and minds can be conveniently presented to all employees with tools, so that knowledge can be deposited and passed on in the organization." .”
Exactly so. That is to say, the "polyphony" management model of a modern enterprise is not enough to only have Feishu documents. In addition to the back-end, it also needs the collaboration of the front-end in the organizational framework.
In fact, before the event of "co-creation of documents by ten thousand people", Feishu had already obtained the "certified office software" from the internal team.
Regarding the experience of using Feishu, Kuaidao Tsingyi was deeply impressed, "I often read weekly reports, annual reports, etc. as a bystander. I am neither the initiator nor the recipient."
Under normal circumstances, he would read weekly newspapers every Friday, including a large number of weekly newspapers that were not reported to him. "For example, I will read the weekly reports of our technical directors to find out what new algorithms Google and Apple have. For example, I will read the weekly reports of our front-line sales colleagues to see what good customer cases there are this week."
In other words, through Feishu Enterprise, an equal virtual working environment can be built. All participants in the enterprise have the right to dialogue and read on an equal footing, and the information is 100% open and transparent.
From the perspective of Feishu's product design concept, these transparent and open text fronts correspond to a complete "network organizational structure." That is, based on Feishu, the company can quickly connect with groups and allow specialized People are responsible for special tasks, and then a certain project can be completed quickly, so that a large enterprise can truly have the flexibility of a small team.
What's more worth mentioning is that all text and video materials will be deposited into the enterprise's knowledge base, which can be repeatedly evoked and linked in Feishu documents or group chats, and truly internalized as an enterprise's value accumulation.
As we all know, the two biggest characteristics of modern organizations are internal flatness and external user-centricity, just like Google and Apple. Over the past many years, these two companies have been the benchmark paradigm of modern business management.
Today, Feishu is also becoming a new carrier.
Internal flat management, the equal dialogue of Feishu IM reflected in Feishu, the unlimited connection of organizational relationships, the openness and transparency of OKR, and the internal collaboration and participation interaction reflected in Feishu documents.
Taking the user as the center externally is to let the inside of the enterprise perceive the external water temperature. For example, the co-creation of the "Friends of Time" document obtained this time, and the feedback system developed by CIFI Group based on Feishu, that is, the feedback from users through the WeChat official account will be directly transmitted to the corresponding business person in charge of CIFI, etc. .
In addition, taking the typical case of "Shangfeishu" in the past year, "Wei Xiaoli", a new car-making force, as an example, in addition to more flexible internal management, a newer prediction is that as a company that is more willing to listen to the voices of users Internet car manufacturers and new car-making forces can also use user dialogue and interaction to allow users to participate in real car design.
As far as the current situation is concerned, Feishu has the ability and product foundation to connect the internal flat organization and the external "customer-centric" business model. Compared with the tortuous transformation of corporate culture on business logic and employee work patterns, tools are more direct and targeted to the modernization of an enterprise.
From an objective point of view, no matter whether it is internal or external, or internal and external, every transformation is difficult. But it is undeniable that once Feishu is used well, enterprises can quickly find the "shortest straight line" to establish a new organizational model.
4. "Elastic" Feishu
Feishu is "elastic".
This "elasticity" refers to whether it is the "polyphony model" of Feishu documents or the "network structure" of the entire Feishu system. Part of the factors that determine the company's ability to realize the true value of this product are still the company's own management model.
It is easy to become an "office tool" of an enterprise, but it is not an easy task to become a "management tool" of an enterprise. But a reverse thinking is that the management philosophy based on the Feishu tool can promote enterprises to carry out modern organizational changes.
For example, the sharing of Feishu documents is transparent, such as the disclosure based on OKR, and the enterprise value accumulation of flying reading conferences and knowledge bases, etc. Although these parts of modern enterprise architecture cannot be fully utilized in an environment that is not 100% adapted Efficacy, but it will also imperceptibly promote reform and changes in other parts of the enterprise.
In other words, choosing Feishu is choosing a special modern management philosophy. In the past two years, the reason why Feishu has been put on the cusp of the storm is not only because of its continuous disclosure of big moves, but more importantly, people see that more and more "enterprises on the hot spot" have become Feishu's guests. Such as "Wei Xiaoli", like Xiaomi, Yuanqi Forest, and keep, get and so on.
The typical feature of these enterprises is new. The "new" tone is not based on time, but on models, so on Feishu's customer list, you can also see established companies such as Wumart, Xuhui, and Wanda Films. It can be understood that these companies not only use Feishu as an office tool, but also want to use it, or based on the management philosophy embodied in this product, to build their own more modern and sharp weapons.
In addition, in addition to corporate evolution, another thought about Feishu is: Feishu may become the first product that truly connects the C-end and B-end. This "opening up" is not based on the commercial supply chain, but on the willingness and habits of use. An example is that in enterprises that use Feishu, many employees feel that "Feishu is easy to use".
In a mature business model, the strongest organizational capability is the sense of participation and identity of people within the organization. Feishu's "Getting Through" is becoming one of the underlying structures of this model at the level of tools and usage habits.
With the tide of digitalization rolling in, social changes are happening all the time. Feishu's voice is getting louder and louder.