现代战争中，如果要打胜仗，就必须要海陆空三兵种进行紧密配合，那市场部在为企业创造“无形价值”的过程中，要打赢市场战，则需要“创意，项目，沟通”三种人才的紧密配合，才能取得“市场战”甚至“企业战”的胜利。
“创意，项目，沟通”到底是什么？你是否拥有这三种能力？能学会吗？带着三个问题，我们继续。
1、
创意，毋庸置疑是市场部最重要的构成之一，其作用可谓举足轻重，一个连创意都驾驭不了的公司，最终也定是泯然众人矣。
创意能天马行空的解决问题，好的创意有时是奇兵，奇兵能在企业在发展困难的时候给上油门，例如Gmail的好友邀请制，网易云音乐的乐评地铁。在这里创意的范畴不仅仅是指营销，甚至是产品上的创意，企业管理上的创意，甚至战略转型也都要有创意（因为最基本是要能“想到”）。
创意能出其不意的攻城略地，神州专车的“Beat U”，让一个资源没有优势的小公司从“滴滴、快递、Uber、易道”这四家巨头手里抢走了“安全专车”的细分市场。锤子科技的愚人节视频广告，以“超魔幻”的方式夺得了所有人的注意力，同时为 515 发布会的新产品做了预热。
关于创意，华与华说的很对，创意是把资源的力量发挥4倍，同样的资源，你能卖出一个产品，但好的创意，能让你多卖三个，这等好事，还不值得多花点心思？
2、
“项目”从字面意思理解，就是如何组合使用手里有限资源，使之发挥出最大的作用。
举一个我们每个人都知道例子，假如你流落到一个荒岛上，你手里有4个干粮，2瓶水，你的目标是在这个岛上呆够五天时间，五天后才有可能获救。这种情况下，有的人就是一口气吃掉所有干粮，顺便喝光两瓶水，然后剩下的4天就把命运交给别人。有的人可能会稍微精明一点点，会把这些干粮和水平均分成五份，每天在固定的时间补充能量，以保证有最低保障能量摄入。还有人可能会考虑到未来几天的体力下降情况，进行不等份分配，保证在最需要能量的时候，身体能跟随自己的意志行动。
成熟的“项目”管理者可能会先把这些水和干粮放起来，先从生存最基本的角度出发，先找其他水源，或通过其他方法可以得到可饮用水，然后在夜晚来临前要尽量的生起火，接下来几天在合理分配仅有的干粮和水的同时，也要尽可能去寻找其他能补充能量的动植物。
毋庸置疑，越有经验的项目人才，越懂得“好钢用在刀刃上”的原理。例如每个企业经营都有成本，但不知道的是，成本也分成两种，一种是无价值成本，这种成本一般是公司的打印机，打印纸等等，这种成本的典型特征是无法产生营业额，另一种是有价值成本，这种成本的特征是可以产生营业额，例如投放广告，拓展销售渠道等，面对这两种成本，在资源有限的情况下就肯定要保住有价值成本，放弃无价值成本，因为这样你才能“活”下去，你才能有机会提升无价值成本带来的好处。
任何一个系统性的事情，都需要通过最优组合来发挥它的最大价值，最优组合都是有利有弊，但只要保证基于目标完成的情况下，作出利大于弊的平衡就好。
“项目”人才最常见的就是技能就是制作项目排期表，执行甘特图，主要从三个维度来完整的把整个项目做下来，分别是“什么时间，做什么事情，谁负责做”，要严丝合缝，一丝不苟，奖惩分明，甚至铁面无私。面对大的压力来临的也要保持理智和客观，对项目负责，对结果负责。
3、
沟通，沟通并不是字面意思理解的那样，而是“内部价值观连接”“外部价值观链接”。
出于人的本性，大部分人都各司其职，他们并不真正理解，自己所做事情的意义在哪，自己所做的事情放在全局上，到底有什么意义。所以，内部价值观连接的本意是在于跟内部员工说清楚为什么你要做这件事情？重要程度如何？这件事情在整个项目中起到的作用是什么？要达到什么目的？
历史上以少胜多的例子往往都是大家都知道自己为谁而战，所做的事情有何意义和价值，然后才充满信心，充满热血和动力，努力奋斗，最终获得胜利。例如英国首相温斯顿·丘吉尔在敦刻尔克大撤退后那段著名的演讲：这次战役尽管我们失利，但我们决不投降，决不屈服，我们将战斗到底，我们将在法国战斗，我们将在海洋上战斗，我们将充满信心在空中战斗！我们将不惜任何代价保卫本土，我们将在海滩上战斗！在敌人登陆地点作战!在田野和街头作战！在山区作战！我们任何时候都不会投降。即使我们这个岛屿或这个岛屿的大部分被敌人占领，并陷于饥饿之中，我们的由英国舰队武装和保护的海外帝国也将继续战斗，直到新世界在神认为恰当的时候，拿出它所有的力量来拯救和解放这个旧世界。【附录1】
这段演讲中，丘吉尔就充当了“内部价值观连接”的人，他所做的工作虽然没有一发炮弹打的真实，但力量是深入人心的，让所有人明确目标、充满斗志、重拾理想。
“外部价值观链接”指的是，告诉消费者，告诉用户，我们的产品为什么要比其他同类产品体验好，有情怀（即使是水这种撕掉包装毫无差别的商品，也会有消费者长期忠诚的品牌），同时把消费者的消费倾向，行业技术变革，市场趋势带回团队，这部分的工作往往是市场部最重要的工作，甚至是全公司最重要的工作。
例如：乔布斯的iPhone发布会，重新定义了什么叫智能手机，雷军的小米发布会，重新定义了什么叫国产好手机,NIKE的“JUST DO IT”一打三十年，激励了无数年轻人。这种链接往往是离成功最近的道路，一旦敢走，并且走对了，那就达到目标了。这种工作一般由“项目经理”或“团队领导”完成，一般主要以演讲、沟通为主要技能，能清晰的向别人阐述我们为何不同，为何伟大。
以上是从企业市场部的角度来说，“创意、项目、沟通”三种能力是多么重要和必要。有意思的是，一般人很难同时拥有这三种能力，像乔布斯这等优秀的人也只是在“沟通”“创意”上有很深的见解，项目能力则交由其他人。
附录1：
When, a week ago today, I asked the House to fix this afternoon as the occasion for a statement, I feared it would be my hard lot to announce the greatest military disaster in our long history. I thought-and some good judges agreed with me-that perhaps 20,000 or 30,000 men might be re-embarked. But it certainly seemed that the whole of the French First Army and the whole of the British Expeditionary Force north of the Amiens-Abbeville gap would be broken up in the open field or else would have to capitulate for lack of food and ammunition. These were the hard and heavy tidings for which I called upon the House and the nation to prepare themselves a week ago. The whole root and core and brain of the British Army, on which and around which we were to build, and are to build, the great British Armies in the later years of the war, seemed about to perish upon the field or to be led into an ignominious and starving captivity.
The enemy attacked on all sides with great strength and fierceness, and their main power, the power of their far more numerous Air Force, was thrown into the battle or else concentrated upon Dunkirk and the beaches. Pressing in upon the narrow exit, both from the east and from the west, the enemy began to fire with cannon upon the beaches by which alone the shipping could approach or depart. They sowed magnetic mines in the channels and seas; they sent repeated waves of hostile aircraft, sometimes more than a hundred strong in one formation, to cast their bombs upon the single pier that remained, and upon the sand dunes on which the troops had their eyes for shelter. Their U-boats, one of which was sunk, and their motor launches took their toll of the vast traffic which now began. For four or five days an intense struggle reigned. All their armored divisions-or what Was left of them-together with great masses of infantry and artillery, hurled themselves in vain upon the ever-narrowing, ever-contracting appendix within which the British and French Armies fought.
Meanwhile, the Royal Navy, with the willing help of countless merchant seamen, strained every nerve to embark the British and Allied troops; 220 light warships and 650 other vessels were engaged. They had to operate upon the difficult coast, often in adverse weather, under an almost ceaseless hail of bombs and an increasing concentration of artillery fire. Nor were the seas, as I have said, themselves free from mines and torpedoes. It was in conditions such as these that our men carried on, with little or no rest, for days and nights on end, making trip after trip across the dangerous waters, bringing with them always men whom they had rescued. The numbers they have brought back are the measure of their devotion and their courage. The hospital ships, which brought off many thousands of British and French wounded, being so plainly marked were a special target for Nazi bombs; but the men and women on board them never faltered in their duty.
Meanwhile, the Royal Air Force, which had already been intervening in the battle, so far as its range would allow, from home bases, now used part of its main metropolitan fighter strength, and struck at the German bombers and at the fighters which in large numbers protected them. This struggle was protracted and fierce. Suddenly the scene has cleared, the crash and thunder has for the moment-but only for the moment-died away. A miracle of deliverance, achieved by valor, by perseverance, by perfect discipline, by faultless service, by resource, by skill, by unconquerable fidelity, is manifest to us all. The enemy was hurled back by the retreating British troops. He was so roughly handled that he did not hurry their departure seriously. We must be very careful not to assign to this deliverance the attributes of a victory. Wars are not won by evacuations. But there was a victory inside this deliverance, which should be noted. It was gained by the Air Force. Many of our soldiers coming back have not seen the Air Force at work; they saw only the bombers which escaped its protective attack. They underrate its achievements. I have heard much talk of this; that is why I go out of my way to say this. I will tell you about it.
This was a great trial of strength between the British and German Air Forces. Can you conceive a greater objective for the Germans in the air than to make evacuation from these beaches impossible, and to sink all these ships which were displayed, almost to the extent of thousands? Could there have been an objective of greater military importance and significance for the whole purpose of the war than this? They tried hard, and they were beaten back; they were frustrated in their task. We got the Army away; and they have paid fourfold for any losses which they have inflicted.
When we consider how much greater would be our advantage in defending the air above this Island against an overseas attack, I must say that I find in these facts a sure basis upon which practical and reassuring thoughts may rest. I will pay my tribute to these young airmen. The great French Army was very largely, for the time being, cast back and disturbed by the onrush of a few thousands of armored vehicles. May it not also be that the cause of civilization itself will be defended by the skill and devotion of a few thousand airmen?There never has been, I suppose, in all the world, in all the history of war, such an opportunity for youth. The Knights of the Round Table, the Crusaders, all fall back into the past-not only distant but prosaic; these young men, going forth every morn to guard their native land and all that we stand for, holding in their hands these instruments of colossal and shattering power, of whom it may be said that:
Every morn brought forth a noble chance
And every chance brought forth a noble knight,
deserve our gratitude, as do all the brave men who, in so many ways and on so many occasions, are ready, and continue ready to give life and all for their native land.
Nevertheless, our thankfulness at the escape of our Army and so many men, whose loved ones have passed through an agonizing week, must not blind us to the fact that what has happened in France and Belgium is a colossal military disaster. The French Army has been weakened, the Belgian Army has been lost, a large part of those fortified lines upon which so much faith had been reposed is gone, many valuable mining districts and factories have passed into the enemy’s possession, the whole of the Channel ports are in his hands, with all the tragic consequences that follow from that, and we must expect another blow to be struck almost immediately at us or at France. We are told that Herr Hitler has a plan for invading the British Isles. This has often been thought of before. When Napoleon lay at Boulogne for a year with his flat-bottomed boats and his Grand Army, he was told by someone. “There are bitter weeds in England.” There are certainly a great many more of them since the British Expeditionary Force returned.
I have, myself, full confidence that if all do their duty, if nothing is neglected, and if the best arrangements are made, as they are being made, we shall prove ourselves once again able to defend our Island home, to ride out the storm of war, and to outlive the menace of tyranny, if necessary for years, if necessary alone. At any rate, that is what we are going to try to do. That is the resolve of His Majesty’s Government-every man of them. That is the will of Parliament and the nation. The British Empire and the French Republic, linked together in their cause and in their need, will defend to the death their native soil, aiding each other like good comrades to the utmost of their strength.
We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our Island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender, and even if, which I do not for a moment believe, this Island or a large part of it were subjugated and starving, then our Empire beyond the seas, armed and guarded by the British Fleet, would carry on the struggle, until, in God’s good time, the New World, with all its power and might, steps forth to the rescue and the liberation of the old.
June 4, 1940
(节选自WinstonChurchill.org.提供的演讲文稿)
