用創意賦能商業創新 打造有影響力的品牌｜歐賽斯外籍創意總監Aleksandra專訪
歐賽斯精英訪談｜共同的成長 傾聽員工的心路歷程
員工訪談是企業文化中不可忽略的。每一位公司人員都是企業發展的DNA，它決定了公司的性格和命運。他們也許只是員工中普通的一員，但他們用工作表現與態度詮釋著企業文化與理念。
在歐賽斯優秀企業文化的激勵下，涌現出了許許多多的愛崗敬業的優秀員工！他們把活力獻給歐賽斯，將激情燃燒在工作上，給我們樹立了值得借鑒和學習的榜樣！為此，歐賽斯開展了定期的「員工訪談」活動，分享小伙伴們在歐賽斯這些年的成長之路，分享他們對工作對事業的職場感悟，以及關于品牌、市場營銷等的看法和想法。
本期出場的是歐賽斯外籍創意總監Aleksandra Ikonomova。
個人簡介：通過敏銳的流行趨勢嗅覺提升品牌DNA。在IT、醫療保健和汽車行業等領域的市場策劃、企業設計和品牌重塑方面有10年以上的國際經驗，及海外遠程領導團隊工作經驗。曾任New Men’s Business Accelerator （中歐私立大學，獲美國航天局認可）設計教授。
服務過的客戶：Novartis, Pfizer, Allergopharma, Geuder, Alere, Philips Respironix, Alcon, RegDesk, Asseco, ShadowGrid, Cartier, Kenzo, Lakme, OWAY, InSight Organic, Chopard, Tag Heuer, Misaki Monte Carlo, Chloe, Depileve, Servpro, Sino Engineering and many others.
OSENS：你來自馬其頓共和國，國內人很多都沒聽過。請先跟大家介紹下你的家鄉吧。Well, you came from Republic of Macedonia， most of the Chinese people haven’t heard of it. Would you please describe about your hometown?
Aleksandra：Macedonia timeless. At least this was my country`s slogan when I left. Feels like “Frozen in time”. This place you can find deep moral values that world has forgotten. People are religious, honest, unusually friendly and very direct: on their face you can read how they really feel, being polite is not our virtue.
If I may allow myself to compare for Chinese friends to understand, our lifestyle is alike Sichuan, and the city looks like Wuxi. Kids grow up in mud, bugs and water streams, and passengers talk with strangers as their next-door neighbors. Top water is drinkable, and the food is organic. Each fruit has different shape and color and food smells like village. The education is free.
永恒的馬其頓，這是我離開的時候我們國家的形象口號，就像“時間凝結”了一樣的意思。在馬其頓你會發現人們仍保留著很深的傳統道德價值觀，而這早已被全世界很多人丟棄。這里的人們有宗教信仰，真誠，通常都很直接和友善：可以從他們的臉上知道他們的喜怒哀樂，形式性禮貌不是我們的美德。
為了中國朋友更好地理解，請允許我用中國城市做下對比，我們的生活方式跟四川人很像，城市的話跟無錫很像。小朋友們在抓泥土、玩昆蟲、蹚小河的游蕩玩耍中慢慢長大。廚房水龍頭的水是可以喝的。食物是天然有機的。各式各樣顏色的水果，食物聞起來有鄉野味道。教育是免費的。
斯科普里已經變成了投資天堂，去年我們斯科普里市被認定為歐洲IT行業最具性價比的城市。我們國家位列全球最容易做生意的國家前十名已經好幾年了（世界銀行發布）。我不在的日子里，我的國家發展得非常好。
Now Skopje became investment paradise, last year my city was classified as the most cost-efficient city in Europe for doing business in IT and several years already we are in the world TOP10 countries Easy for Doing business (by the World’s Bank). My homies are doing a great job without me J
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OSENS：您什么時候來的中國？當時來中國是因為？When did you come to China? For what reason?
Aleksandra： Progress. “One billion customers” market and Digital Society is enough reason to taste how the future looks like. The marketplace is very colorful and super-sensitive, every district have unique behavior and it needs deep analysis and complex planning to utilize market`s great absorption power.
I came 2 years ago. My country has a very smalland homogeneous 2 million people market. And the market is homogeneous because all costumers behave the same，same mindset，same environment， same religion，It’s like one target market. And majority of the businesses are franchises.
Here we work“ad hoch”projects, made from scratch. And I like the feeling “First time right”.
是因為中國的發展。十多億的消費者市場和數字化社會足以讓人想知道未來會是什么樣。市場豐富多彩，而且非常敏感，每個地區的人們都有其獨特的行為，需要深入的分析和復雜的計劃才能利用這具有巨大吸引力的市場。
我是兩年前來到中國的。我們國家只有200萬人口，市場很小而且非常同質化。市場同質化是因為人們的偏好相同，同樣的思維，同樣的環境，同樣的信仰，就像一個目標市場。
大多數企業都是特許經營企業。
在這里，我們工作都是一階段一階段的，從頭開始做起，我第一次有了正確的感覺。
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OSENS：什么原因促使你留在中國發展？What were the reason that lead you stay in China and pursue your career?
Aleksandra：I didn`t came to stay. I came on a project. But as I can see no one leaves Shanghai. This city is pure elixir of life, diversity and fresh energy. I love the local mentality, people are warm and flexible, they respect your personal space and there is a general feeling of positive anxiety that push you to dream high.
I`m embarrassed to say, but when I get back home for holidays, I miss Chinese food.
Companies are working, the market is functioning, and most impressive part is how fast the government reacts on emergencies and manage to digitalize all the processes online in “no time”. Mobile payments, face recognition, strong cyber security, everything works here and works super-fast. Money are not problem: here we buy time!
我本來沒有留下的打算。我參與了一個項目。但據我所知，來過的人，沒有離開上海的。這個城市很有生命力、多元化、且很鮮活。 我喜歡當地人的性格，人們待人熱情，頭腦靈活，他們尊重你的個人空間，有一種普遍的正向的焦慮，讓你夢想飛得更高更遠。
不太好意思講，當我度假回家時，我非常想念中餐。
企業在發展，市場在運行，最令人印象深刻的部分是政府對緊急情況做出反應的速度非常快，并設法“即時”將所有流程線上化、數字化。移動支付、面部識別、強大的網絡安全性，任何事情都可以在這里發生，并且發生地非常快。錢在這里不是問題，人們用錢買時間！
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OSENS：作為一個外籍創意總監，在工作中或者與客戶的交流中，是否遇到過什么困難和挑戰？As a foreigner creative director, have you ever met some difficulties and challenges in your work or in your communication with the clients?
Aleksandra：China is a new world. We are like black and white: Our taste is different, our expectations are different, the way we express feelings is different. Understanding of local market behavior is a real challenge and I read mountains of books, watch hours of video tutorials and talk to locals to understand the “local mindset “and compare.
Please allow me to say few simple examples:
We like cat eyes, you like double eye lid
We like chocolate skin, you like pale
We like small nose, you like bridge nose …
（Image: Difference in buyer`s tastes between western and Chinese market）
（圖片：中西方市場消費者品味的差異）
To not even mention “How you buy products”.
The work style is also very different. Chinese go deep and wide, Westerners work concentrated and simple, also we both appreciate “fast”.
中國是一個新世界。與客戶的溝通交流就像黑與白：我們的品味不同，期望不同，表達的方式也不同。了解本地市場行為是一個真正的挑戰，我閱讀了大量書籍，觀看了很多的視頻教程，并且與本地人交談以了解“本地人的心態”并進行對比。請允許我用以下的例子來說明：
我們喜歡單眼皮，你們熱愛雙眼皮，
我們喜歡巧克力膚色，你們推崇白色膚色，
我們喜歡小鼻子，你們熱愛高鼻梁。
更別提如何購買產品的途徑和方式。
工作風格也非常不同。中國人喜歡發散和延伸，西方人喜歡聚焦和簡單，我們都喜歡“快”。
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OSENS：創意如何給商業帶來價值？How creativity brings value to business？
Aleksandra： Today being different and necessary is a matter of “Life or death”. The highest form of creativity is when the brand manages to position as Opinion leader on the market and influence the behavior of the whole industry. This way competitors cannot copy, they can only follow what you do. Your brand will become a trend setter, decision maker and“No better option”in the industry, as long as you do the things right. The moment you stop being creative, the competition eats you, the brand slowly vanish, and people forget you. You stop being “The one”.
The process of producing an Opinion leader is delicate and requires not only mad creativity, but deep scanning of the market, experience-intensive work and precise forecasting of the future trends. It`s a dreaming based on math.
今天，與眾不同和不可或缺是“生死攸關”的問題。創造力的最高形式是品牌要設法在市場上成為意見領袖，并影響整個行業的行為。這樣，競爭對手就無法復制，他們只能跟隨你，你做什么，他們做什么。只要您做了正確的事（歐賽斯稱之為找到井口：做正確的事），您的品牌就會成為行業的潮流引領者，決策者和“第一選擇”。 當您停止創造力的那一刻，競爭就會吞噬您，品牌慢慢消失，人們會忘記您。您將不再是“第一和唯一”。
產生意見領袖的過程非常微妙，不僅需要瘋狂的創造力，還需要對市場進行深入的掃描，需要大量的實踐經驗工作以及對未來趨勢的精確預測。這是基于數學的夢想。
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OSENS：你在歐賽斯工作有兩年了，首先，非常感謝，你工作很棒！我想問的是，歐賽斯吸引并留住你的原因是？
It’s already two years now since the time you started working in Osens and we are grateful to you for all your amazing work. And my question is why you choose and stay at Osens?
Aleksandra：I love my colleagues. We are so many; the interaction is really easy, and we understand each other. Especially after they established the new administration management, each individual is taken seriously, and we trace the personal growth of each colleague in a direction to maximize his output, depending on what he is passionate about.
We redesigned the offices in Biophilic style, feels as you`re working outside in nature, the offices are very bright with natural light and purified oxygen; we work on latest equipment; use best recourses and the company pays serious attention on ergonomic environment. The in-house training center (of experienced practitioners and professors) does unbelievable job in upgrading our skills on a daily basis. Remunerations are very stimulating, and you can feel strong sense of belonging.
Clients list covers companies TOP3 in their industry and working with serious budgets allows us higher creative freedom and better results. I`m also proud to say we maybe are the first Full-case branding digital agency in China.
我愛我的同事們。公司有不少同事；互動很簡單，我們彼此了解。尤其是建立了新的行政管理部門之后，每個人都受到重視。我們追蹤每個人的成長，以便激發他們的最大潛能，當然會根據每個同事的興趣和熱情出發。
我們重新設計了親自然風格的辦公室，感覺就像你在外面的大自然中工作一樣。辦公室窗明幾凈，自然光線充足，空氣新鮮。我們使用最新的辦公設備；使用最佳資源，公司對培訓非常重視。內部培訓中心（由經驗豐富的項目組人員和歐賽斯內部專家組成），每天在提升我們的工作技能方面，做得令人難以置信。薪酬非常可觀，你會感到強烈的歸屬感。
客戶名單涵蓋了各行業中的TOP3公司，在預算充足的情況下，我們可以享有更大的創作自由并探索更好的結果。我也很自豪地說我們可能是中國第一家全案數字化品牌戰略咨詢公司。
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OSENS：說說在歐賽斯工作以來，最大的感觸或收獲吧。 Tell about the greatest feeling or harvest since you worked for Osens.
Aleksandra：I work in the Empowerment center. My job is to (1) Inject ideas into teams, (2) Workflow facilitation and (3) Consistency control. We try to make the workflow more simple, faster and automatize all repetitive activities. We analyze all documents, we find what is most often used, then converting repetitive patterns into “Easy to use” template.
Issuing the two books “100 Brand New Lessons”and “OSENS Brand Toolkit” for busy leaders was a real relief. The market is the most honest feedback we can get. I remember the moment when a friend send me emoji by WeChat that OSENS just released. People really like our work and it gone viral.
From recently we cooperate with a library that sells future trends, and now we can offer clients an ultra-modern visuals, 1-2 years before the trends are released in public.
我在賦能中心工作。 我的職責是（1）將想法注入團隊（2）簡化工作流程，以及（3）進行一致性控制。 我們試圖使工作流程更簡單、更快，并使所有重復活動自動化。 我們分析所有文檔，找到最常用的文檔，然后將重復模式轉換為“易于使用”模板。
（歐賽斯911超級品牌日的時候）我幫助忙碌的領導發行了兩本書“ 100個品牌摯識點”、“ OSENS品牌工具包”，（對我自己來說）是很大的安慰。市場是我們可以獲得的最真實的反饋，我還記得當初OSENS剛剛發布（這兩本書）的時候，一個朋友通過微信發送給我表情包的那一刻。人們真的很喜歡我們的工作成果，并且它被廣為傳播。
從最近開始，我們與出售未來趨勢的圖書館有了合作，我們可以在趨勢公開發布之前的1-2年為客戶提供超現代的視覺效果。
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OSENS：現在的全球美學流行趨勢是什么？歐賽斯如何把握創新？What are the current trends in global pop aesthetics? How does OSENS grasp innovation?
Aleksandra：
The latest trend inspection we did, shows 3 main directions:
(1) Easy Life - People will strive for rich experiences instead of possessing material goods and saving time for life pleasures will be in first plan.
Non-ironing materials and multi-functional 360 interior concepts (work/ live/ sleep) that fit in the new micro-apartments.
(2) Biophilia – Imitating the nature, we will adjust the living space to look as we are living outside in nature. Abundance of daily sunlight, oxygen purifying plants, natural furniture, water fountains, stones, fire candles and unprocessed glass indoors.
(3) Emotional Design - Home is a living testament of your life: Souvenirs, children artwork, freestyle doodles, and stain of color. Memories placed with pride. Technology is moving away from screens into products which simulate a “hug” or a “heartbeat” of a loving person.
OSENS in future will provide the user more offline products for people to connect and an escape from the industrial world. New materials will be cozy and easy to clean, to fit the modern super-busy lifestyle. Your products will look like it’s not “Out of Catalogue”, very personal and warm. New findings promise “Back to habitat” designs and materials.
我們最近做得趨勢研究，表明主要有3個方向：
（1）輕松生活-人們追求豐富的人生體驗，而不是物質財富，節省時間以享受生活樂趣將是首要計劃。
適用于新微型公寓的非熨燙材料和多功能360室內概念（工作/生活/睡眠）。
（2）親自然設計–模仿自然，我們將調整生活空間，使其看起來像我們生活在室外的大自然之中。室內有大量的日光，有空氣凈化設備，天然家具，噴泉，石頭，蠟燭和未加工的玻璃等。
（3）情感設計- 家里是您生活的有力證明：紀念品，兒童藝術品，自由式涂鴉和彩色污漬。值得自豪的回憶。科技正在讓“回憶”消逝，通過利用屏幕模擬愛人的“擁抱”或“心跳”。
未來，OSENS將為用戶提供更多線下產品，以供人們連接的同時可以逃離工業世界。新材料將舒適且易于清潔，以適應現代超繁忙的生活方式。您的產品看起來像不是“目錄外”，而是非常個性化和熱情。新發現的設計和材料有望實現“回到棲息地”的感覺。
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OSENS：說說你對品牌咨詢的理解。About brand consulting, talk about your opinion and comprehend.
Aleksandra：See the brand as a real person:
(1) “His Character” is the Quality of the brand;
(2) “His Look” is the Design part;
(3) “His Friends” are the Costumers.
If you want to marry this person, OSENS did a really good job.
In short, we trigger feelings (blend Oxytocin & Dopamine and you get a social brain cocktail for making decisions without thinking). As an influencer company, who dictate market trends, we bear great responsibility. Today in modern societies, in absence of religion, people believe in movies and advertising, because they need a standard “How to behave”. We have to be very careful what we serve to the audience.
將品牌視為真實人物的話：
（1）“他的品格”是品牌的品質；
（2）“他的外觀”是設計部分；
（3）“他的朋友”是顧客。
如果你想嫁給這個人，OSENS做得很好（品牌戰略咨詢方面）。
簡而言之，我們會觸發感覺（將催產素和多巴胺混合，您會得到社交大腦的幫助，無需思考就可以做出決定）。作為一個引領市場趨勢的，有影響力的公司，我們責任重大。 今天，在現代社會中，由于沒有宗教信仰，人們相信電影和廣告，因為他們需要標準的“行為方式”。我們必須非常謹慎地為消費者提供服務。
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OSENS：哪件事或者哪個人對你的思維方式影響最大？Which thing or Which person influenced you the most?
Aleksandra：My colleagues from the Empowerment center are my new HEROES in life. Wenwen and Pang act as firefighters, when we struggle with time and the deadlines are burning. They stay warm and calm so as project go smooth and make the team feel unbeatable sense of belonging in OSENS.
I cannot forget my mom who is the bridge between home and here and so much tries to make my life here easier. And since I`m struggling with self-discipline, I found my role model into the Chinese military, even keep a photo of a solider on my desk, just as a reminder.
賦能中心的同事是我心目中的新英雄。當我們在趕時間并且截止日期越來越緊迫時，雯雯和張鵬充當消防員（哪里需要上哪里）。他們溫暖、鎮定，協助項目順利進行，并使團隊對OSENS擁有極強的歸屬感。
我不能忘記我的媽媽，她是家里和這里之間的橋梁，還有很多嘗試使我在這里的生活更輕松。 而且由于我正在與自律作斗爭，我發現了中國軍人是自己的榜樣，甚至在辦公桌上留了一個士兵的照片（小編偷偷地告訴大家，其實是王一博的軍裝照?），以提醒自己。
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OSENS：除了工作之外，你還有哪些興趣愛好？Except the work , what are your hobbies and interests ?
Aleksandra：I read as much as I can, mainly books related with the differences between East and West, Medicine, Technology, Innovations, Human Behaviour and Art.
我會讀盡可能多地閱讀，主要是關于東西方的差異的書，像醫學、科技、創新、人的行為以及藝術等有關的書。
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OSENS：你未來的計劃是什么？What are your future goals?
Aleksandra： I live here, rational step was to learn the Chinese language. From 2 months ago I started taking intensive classes after work, so I can feel more local.
I feel my job in OSENS requires better understanding of the modern human lifestyle in digital society. So, I’m about to sign pHD on Fudan university for Social Engineering. It`s a newfound skill that treats the Human element and involves understanding how human make decisions, what motivates them, and how to control your own emotions while exploring those same processes in others.
I really want to get closer our world with China. We notice nowadays, western people are behaving more like Asians, and Asians are westernizing so I wish as a digital branding agency, OSENS can influence more in breaking culture barriers and finding common ground in two opposite tastes.
We are working on it.
我住在這里，理性的計劃當然是學習中文。從2個月前開始，我下班后開始密集上課，以便讓自己感覺更加本地化。
我覺得我在OSENS的工作需要更好地了解數字社會中的現代人類生活方式。 因此，我準備讀個復旦大學社會工程學的博士。它是一種新發現的技能，可以處理人的行為因素，包括理解人如何做出決定，如何激勵他們以及如何控制自己的情緒，同時探索其他人的過程。
我真得很希望我們的世界與中國的聯系能更加密切。我們注意到，如今，西方人的行為越來越像亞洲人，而亞洲人正在西化，所以我希望，作為數字化品牌戰略咨詢公司，OSENS能夠在打破文化障礙和在兩種截然不同的文化中探尋共同點方面發揮更大的影響。
我們正在做這件事。
