雅书

内容简介：

这是畅销书作者王一九的新作，是个人品牌系列的第2本。本书聚焦创始人个人IP打造，分为创始人IP的重要性、个人IP打造7字要诀，以及7字要诀实战指南三大部分。 第一部分，分析了创始人为什么要打造个人IP及创始人IP的商业闭环。在流量成本攀升、市场竞争激烈的当下，创始人打造个人IP成为提升企业竞争力的重要手段。 第二部分，详细阐述了个人IP打造的7字要诀，即定位、理念和引爆点。定位是根基，理念可以展现创始人的核心价值，而引爆点则能够借大事件加速个人IP的传播。以上7字要诀是创始人打造个人IP的核心理论。 第三部分，讲解了7字要诀在多领域的实践应用，架构完整，实战案例丰富，也使本书更具指导性和可操作性。

作者简介：

王一九，个人品牌研习社创始人、个人品牌论体系获得知识产权认证、曾任北京大学总裁班讲师、网易云课堂、喜马拉雅、荔枝微课、创业邦签约讲师、个人品牌研习社学员遍及26个国家、荔枝微课直播间过1000万人气;帮助过102位企业家、高管、央视主持等梳理个人品牌体系。

目  录：

第1章 创始人为什么一定要打造IP

1.1 重要意义：打造个人IP 成为创始人的必杀技 ················.008

1.1.1 90%的创始人，都没有看到自己IP 的巨大威力 ·····.009

1.1.2 没有强IP 的私域流量，犹如流水的兵·················.013

1.1.3 释放创始人内在的原动力，助力企业爆发 ············.017

1.2 影响创始人打造IP 的4 大障碍 ··································.026

1.2.1 心理障碍：不愿意站到台前 ·····························.026

1.2.2 缺乏网感：信息传递的方式过于传统 ··················.028

1.2.3 陷入误区：并不是所有IP 都要“高大上” ···········.029

1.2.4 认知错误：没有理解创始人IP 的核心内涵 ···········.031

第2章 创始人IP 的商业闭环

2.1 第一步，找准定位：找到自己的优势赛道 ····················.037

2.1.1 找准切入点，启动自己的个人品牌 ·····················.037

2.1.2 构建个人品牌资产，提升个人品牌势能 ···············.040

2.2 第二步，构建产品体系：实现IP 资产变现 ···················.042

2.2.1 打造：IP 变现的9 大产品形式 ··························.046

2.2.2 发售：一次发售完成一年业绩 ···························.048

2.2.3 交付：从IP 到超级IP 的硬本领 ·························.049

第3章 定位：高价值定位获得100 倍收益

3.1 选好赛道，聚焦高价值区 ··········································.058

3.1.1 选好细分领域，聚焦一点 ·································.061

3.1.2 茶叶老板，聚焦细分领域，开拓百城市场 ·············.062

3.1.3 小红书导师，重新定位提升10 倍收入 ·················.064

3.1.4 食疗平台创始人，重新定位开启高速发展路 ··········.067

3.2 选准最大天赋，让自己的人生绽放 ······························.070

3.2.1 知识付费老师，定位一改提升10 倍收入 ··············.071

3.2.2 线下教育机构校长，重新定位迅速转型线上 ··········.077

3.3 定位与人格画像：提升你的人情味 ······························.084

3.3.1 人格画像不等于人设 ·······································.084

3.3.2 构成三要素：性格 专业 爱好 ···························.086

3.4 从一个人的内在角度绘制人格画像 ······························.088

3.4.1 坚守者：几经风雨，坚守自我 ···························.088

3.4.2 专注者：只关注细分领域，做细分产品 ···············.090

3.4.3 务实者：脚踏实地，走好创业路 ························.092

3.5 从生活角度绘制人格画像 ··········································.093

3.5.1 阅读者：每周读一本书 ····································.093

3.5.2 旅行者：每年旅行3 个国家 ······························.094

3.5.3 修行者：从国学中感悟智慧 ······························.095

第4章 理念：打造顶级IP 的“杀手锏”

4.1 超级IP 为什么一定要有理念 ·····································.099

4.1.1 有理念的IP 和没理念的IP 有什么区别 ···············.099

4.1.2 乔布斯，一个理念收获全球1 亿铁粉 ··················.100

4.1.3 舒尔茨，秉承一个理念35 年开了32000 家咖啡店 ··.103

4.1.4 孙正义，400 亿美元的投资理念 ························.103

4.1.5 彼得·林奇，狂赚百亿的“蜡笔理论”投资理念 ···.106

4.1.6 华杉的超级符号理念，帮助很多企业成为百亿品牌 ·.109

4.2 理念铸就的超级IP ·················································.110

4.2.1 王一九裂变式发售理念，帮助学员累计发售10 亿元 ·.110

4.2.2 理念的更新迭代和扩展，让品牌扎得更稳 ············.112

4.2.3 创始人四步创造一套理念体系 ··························.114

第5章 引爆点：让你的IP 迅速崛起

5.1 打造大事件的五大策略，制造引爆点 ··························.128

5.1.1 突破时间维度 ···············································.129

5.1.2 突破数量维度 ···············································.138

5.1.3 突破主题维度 ···············································.143

5.1.4 突破空间维度 ···············································.147

5.1.5 突破频次维度 ···············································.150

5.1.6 一年曝光3 次，持续做大事 ·····························.152

5.2 以他人之例挖掘引爆点 ············································.153

5.2.1 9 小时《长谈》，提升两位大叔10 倍的影响力 ·······.153

5.2.2 她连续100 天7 点直播读书，一次发售80 万元 ·····.155

第6章 打造创始人IP 的12 种深度思维

6.1 战略思维：突破事业的格局 ·······································.157

6.1.1 成为顶尖高手的 2 个法则································.157

6.1.2 发一个大愿，为这个世界做点事 ························.162

6.1.3 个人品牌的3 个阶段9 个层次 ···························.170

6.1.4 打造高端商业IP 的4 层内容——道法术器 ············.176

6.1.5 战略认知的高度和传播认知的跨度 ·····················.182

6.1.6 定位要定心，定心就要养心 ······························.188

6.1.7 创业的“搞大事”策略：一年3 件大事 ···············.195

6.2 战术思维：找到你的创业破局点 ·································.200

6.2.1 创业提升10 倍效率的一个思维——借 ·················.200

6.2.2 如何设计多提升10 倍流量的品牌符号 ·················.205

6.2.3 做好事业的一个关键——执事敬 ························.212

6.3 修身思维：做一个内在丰富的超级IP ···························.216

6.3.1 理解诚意的3 个层次，你的事业会一帆风顺 ··········.217

6.3.2 如何运用自己的意念，让自己心诚事享 ···············.222