从甲方到乙方，整整二十年，曾服务两任中国首富，数家世界、中国五百强企业，数十位国内知名企业家，收获赞誉颇丰。他是中国广告界一位颇具话题性的人物，非科班出身，却叱咤策划江湖。缘系基因中的善缘，感恩实践中的得益，他决定燃烧一把，为更多民族企业的发展尽绵薄之力。2016年12月12日，本刊记者面对面对话张默闻，近距离感受他的“用创意燃烧自己”，以及“只为福报而生”的张默闻中美联合商学院。

Admen：张默闻老师您好，首先恭喜您即将开始张默闻中美联合商学院的第一课。谈到商学院，请您为我们分享一下您的创办初衷？

张默闻：记得二十年前我告别母亲，离开家乡，走向茫茫人海的时候，我特别想去高等学府接受教育，武装自己。每次经过学堂或是学校，我都特别感动、特别冲动、特别激动，特别想推开门进去，特别想站到讲台上告诉世界自己很优秀。应该说，这种传统的、本能的习惯从二十岁就开始了。我觉得自己这些年最发光、最闪亮、最快乐的时光就是在给客户提案的时候，我觉得那个时候我就活过来了，整个人是一种满血复活的状态。我觉得这是一种基因，里面携带着对教育的执迷。闯荡江湖策划创意二十年，从1996年到2006年，从美国上市公司到独立创业，这个梦想从来没有被剔除过，相反，它越来越浓烈，就像心里着了火一样，我怎么样想把这团火灭掉都不行。因此我觉得，与其努力灭掉，不如就让它燃烧吧！

在我骨子里还有两个想法支撑着我。第一，我认为国家要强大首先要企业强大，企业要强大首先要企业家强大，企业家要强大首先要用人强大，我觉得这一点特别重要，这也是我做商学院最大的动力之一；第二，我认为创立商学院能够将自己积淀下来的很多想法传递出去，我觉得这本身就是一种福报。

张默闻策划集团在中国是以自己的实力服务中国超大企业的，特别是在服务了恒大集团、娃哈哈集团、天能集团、通威集团等企业之后，我觉得整个策划集团积累了非常丰富的实战经验。同时，策划集团的发展和客户的成长再一次激发了我对教育的冲动和热情，在这种情况下，我决定启动张默闻中美联合商学院。商学院的美国总部在洛杉矶，我们是在整合中美资源的基础上，共同去做好这件事情。目前的商学院是以实战培训为核心，但是不久的将来，这个商学院会迎来美国著名大学和全球著名的教授，未来，它一定会成为中国商学院的最佳平台之一。我相信在未来的中国，大家会记住长江商学院、中欧商学院，也会记住张默闻中美联合商学院。

Admen：作为创始人，请您为我们解读一下张默闻中美联合商学院的核心价值和院训有哪些？

张默闻：我们的核心价值观是“绝对忠诚”，这四个字在我心里是非常重的。为什么会突然提到“绝对忠诚”？因为在今天这个商业社会里，“忠诚”这个词已经在浮躁的各个行业里变得越来越不重要了。人们都在挥洒着自己的自由，仿佛一切都是自由的，而正是这种自由破坏了商业的规则。日本、德国的很多企业能够生存上百年就是因为它们有自己的商业道德和准则。

习近平总书记曾经强调：“坚持对党绝对忠诚，必须对党高度信赖，做到热爱党、拥护党、永远跟党走。”对此，我的理解是：忠诚是本分，绝对忠诚是一种态度。员工和老板之间也需要相互忠诚：员工要忠诚于老板，老板也要忠诚于对员工的爱护、培养、支持。除此之外，老板更需要对自己的事业绝对忠诚，否则很难做大、做强。很多企业家都爱说一句话：我的内心是被委屈撑大的。企业家为什么会受委屈？是因为他们对自己事业的绝对忠诚和热爱。所以说，我们做创意的人要对创意绝对忠诚，才能做出好的创意卖点；我们的设计人员要对设计绝对忠诚，才会有好的作品。总而言之，谁掌握了“绝对忠诚”，并且让更多的人掌握“绝对忠诚”的核心价值观，谁的事业才能长久。

我们的院训是“进攻是最好的防守”。只有进攻才会强大：秦始皇并吞六国，天下大统；汉武帝攘夷拓土，国威远扬。进攻是最重要的，但不是盲目的，要做好充足的准备。决定侵吞某个市场时必须全力以赴，所以进攻是态度，也是智慧。中国人非常聪明，中国的企业家都具有卓越的智慧。为什么有的人没有成功？因为每个企业家的经历不一样。有的企业家自保自安，有的企业家却胸怀天下。企业走多远，走多久，做多大，做多强，完全取决于企业家的格局。那么谁帮助企业家建立这种格局？我想我们在这方面有强大的优势，让小品牌变成大品牌，大品牌变成强品牌，强品牌变成超级品牌。

在整个过程中，我们首先要打造超级企业家，其次要打造超级市场，第三要打造超级销量，最后要打造超级品牌。而如何打造四个“超级”，打破企业家格局并让其焕发更大能量，正是张默闻中美联合商学院的要旨所在。

Admen：众所周知，中国有很多的商学院，那么张默闻中美联合商学院和它们相比有哪些优势？我们的核心竞争力体现在哪里？

张默闻：我们尊重每一个商学院，因为它们那里名师荟萃，学员也都是人杰翘楚。但是如果一定要问张默闻中美联合商学院和其他商学院有什么不一样，我觉得三个地方不一样。

第一，我们的商学院是以张默闻策划集团创始人张默闻命名的一个商学院。这里边带有浓厚的策略思想，具有很强烈的个人符号。张默闻中美联合商学院具有极强的实战性，因为张默闻二十年来始终在做策划，并且服务过两任中国首富——不是服务一年，不是服务一个产品，而是服务多个品类和产品。所以我经常说：你服务中国最有能力的人，你必须跟他一样有能力。所以我们跟别人不一样的地方，就是我们超级实战，我们了解企业的酸甜苦辣，知道企业家所面临的艰难困苦，我们能够解决问题。

第二，我们的目标是“听课2小时，发展快3年”。为什么会提出这样一个目标？因为大多数商学院解决的是思想问题、行为问题、观念问题，甚至是灵魂深处的一些东西，而我们要解决的就是企业的品牌问题、营销问题、强大问题、执行力问题、创意问题，我们觉得这些问题才能真正帮助到企业。我们不想给别人灌太多鸡汤，我们只给有小毛病的企业家开一剂营养的良方，我们会补充一些健康有效的营养让他们立即恢复最佳状态。

第三，我们不是带着别人去参观这个企业，而是实实在在地坐下来为企业诊断，了解它的情况，并出台配套的方案。我认为，解决企业家的一个问题并不能解决所有的问题，只有解决企业家及其团队的所有问题，这个商学院的存在才有意义。我们最大的竞争力就是接地气，听完之后就能用，听完之后能打仗。我们给到的是真正解决问题的方法，而不是放之四海皆准的大道理。

Admen：我们商学院的授课模式会是怎样的？是线上授课还是线下授课？讲师是只有您一个人，还是以您为主，会联合其他大咖一起授课？

张默闻：张默闻中美联合商学院未来将有两种授课模式，一种是面对面授课，另一种是网络授课，这两种模式都是我们正在使用的。因为受时间、地域的限制，在今天我们要拥抱互联网，更要尊重面对面交流的机会。每一次开课，张默闻都是主场，都会提出独特的观点。每一次课程内容都不会重复，除非应学院邀请，点播某场课程。除此以外，我们还会在世界名校、中国顶级企业中找那些平时只闻其声，难见其人的业界高手、大咖、英雄来为大家讲课。张默闻中美联合商学院是一个平台，希望这个平台汇聚更多导师，培育更多学员，共同推动中国商业教育的发展。

Admen：我们的主要课程有哪些？旨在提升广告主哪些方面的技能？解答他们在哪些方面的困惑？

张默闻：其实，在之前的提案和演讲中，不少企业家都给出了这样的评价：张默闻的课听起来过瘾，用起来更过瘾。这其实反映了两个问题：一方面，大家的抬爱证明了我们确实有这方面的能力；另一方面，就是我们的策划很实战。张默闻策划集团二十年来服务了多个知名企业，这是我们的经验，也是我们的资本。前面我提到过，我们要讲的不是放之四海皆准的大道理，而是基于二十年丰富实践基础上的拳拳到肉的“良方”。在此基础上，我们的课程包括了这几大方面：品牌、营销、创意、管理、整合营销传播、媒体规划等，此外还有一些针对企业高管的私密课。我们每一期的课程都不一样，会结合一些时事观点、热点事件进行更新。

Admen：对于中国的广告主们，您有哪些话想对他们说？作为张默闻中美联合商学院的创始人，您将如何为自己代言？

张默闻：其实用自己的名字办商学院的风险是最大的，所以我就是张默闻中美联合商学院的最佳代言人。我认为我们的商学院非常了解中国的企业家、中国市场、中国品牌、中国营销、中国创意等。因此，我认为中国广告主目前最缺四样东西：

第一，缺乏品牌做大做强的经验或者说快速做大做强的经验。“做大做强”也可以很缓慢地进行，但是今天的市场机会不会留给你太长的时间；

第二，广告主缺乏建立企业真正的文化，包括管理文化、品牌文化、创意文化、营销文化等。而这些文化的建立恰恰是我们的强项，我们可以跟企业共同量身定制这些文化，从而让企业不再孤独，让所有人在共同价值观的引导下朝前走，这就是我们的信仰；

第三，在媒体碎片化时代，中国广告主对媒体的使用有诸多困惑，因为布局不当导致浪费。我们能够为广告主提出更加有效的广告媒体投放模式，可以进行深层次的探讨；

第四，策划与创意。因为张默闻既是一名策划人，又是一名创意人，企业在品牌营销过程中最重要的也是这两个方面。当培训完成之后，张默闻中美联合商学院相当于带给广告主一个强大的市场部，他们可以按照一个全新的思维模式来推进整个品牌营销工作，让广告主的整个品牌价值得到快速成长，让整个品牌创意队伍、核心队伍掌握策划创意核心方法。

Admen：从张默闻策划集团到张默闻中美联合商学院，“张默闻”这三个字俨然成为了一个品牌。很多人说，“张默闻”是中国策划界的奇迹，更是一面旗帜，对此，您有哪些感受和我们分享？

张默闻：在中国的营销策划界，流传着这样两句话：第一句话是十年前我提到的“北有叶茂中，南有张默闻”；第二句话是2015年我提到的“致力于成为中国排名第二的策划公司”。大家一定好奇，为什么会有这么两句话。

首先是第一句。叶茂中先生在中国策划界品牌名号之大，影响之深远，罕有匹亚。我跟叶先生两个人是非常好的兄弟，又都对策划有着天职般的热爱，都有代表作品，也有共同的友谊。所以说“北叶南张”留给了中国策划界、广告界、营销界很多美好的想象。我也想利用这个机会对叶先生表示感谢，也希望彼此在不同的岗位和战场共同努力，致力于中国品牌、营销的发展，也为中国品牌走向世界提供更多的智慧支持。

其次是第二句。“致力于成为中国排名第二的策划公司”，这说的是我们的态度：“第二”是要给自己留有上升空间，我们只要在第二的位置，就还有奋斗的动力，会朝着第一的目标奋进！

Dream seeker Mowen Zhang use ideas to burn himself

Business school combat action only born for the blessing

From Party A to Party B, for twenty years, has served two terms of Chinese richest men, several world, national top 500 enterprises, dozens national well-known entrepreneurs, got a lot of praise. He is a topic character in the Chinese advertising industry, not from a college, but master the industry. Because of the good genes, gets benefits from the daily practice, he decides to burn himself for contributing to the development of more national enterprises. On December 12, 2016, the reporter face to face Mowen Zhang, close to feeling his “creative burn himself”, as well as “born for the blessing” ZMW China-US United Business Institutes.

Admen: Hello Teacher Zhang, first if all I want to congratulate the first class of ZMW China-US United Business Institutes. When it comes to business school, I want you to share your original intention.

Mowen Zhang: I remember twenty years ago when I left home, left my mother, walking towards the people crowds, I want to go to the university to get higher educated, arm myself. Every time, when I passing through class or school, I am very touched, very impulsive, very excited, especially want to push open the door into the station to the podium, particularly want to tell the world I am very outstanding. It should be said that this traditional and instinctive habit began at the age of twenty. I feel these years the most luminous, the brightest, the happiest time is when the client proposal, I think that when I come back to live, the whole body is a full of blood back to life. I think this is a kind of gene, which carries on the education of creative planning obsession. Make a living away from home for twenty years, from 1996 to 2006, from the United States listed companies to do pioneering work independently, this dream has never been eliminated, on the contrary, it is more and more powerful, like the heart In a fire, how much do I want to destroy this fire will not work. So I think, rather than trying to exterminate, let it burn!

In my heart there are two ideas to support me. First, I think to be a strong country first the enterprise need strong, to be powerful enterprises the entrepreneurs should be strong, I think this is a particularly important point, this is one of my biggest motivation to do this business school; second, I think the creation of business school can transfer a lot accumulated ideas out, I think this is a blessing.

ZMW China-US United Business Institutes depends on his own strength to service Chinese large enterprises, especially in the service of the Hengda Group, Wahaha Group, the day after group, Tongwei group and other companies, I think the whole planning group has accumulated very rich experience. At the same time, the planning group development and customer growth once again aroused my educational impulse and passion, in this case, I decided to start ZMW China-US United Business Institutes. ZMW China-US United Business Institutes headquartered in Los Angeles, United States, we are on the basis of the integration of China Resources, work together to do the thing well. The core of the school is combat training right now, but in the near future the school will usher in lots American and worldwide famous professors. It will become one of the best platforms for Chinese business school in the future. I believe that in the future Chinese will remember Cheung Kong Graduate School of Business, China Europe International Business School, they will also remember ZMW China-US United Business Institutes.

Admen: As a founder, can you explain for us the core values and the mottos of ZMW China-US United Business Institutes?

Mowen Zhang: Our core value is "absolute loyalty", these four words are very heavy in my heart. Why I suddenly mentioned “absolute loyalty”? Because in today's business world, the word "loyalty" has been in various industries, the impetuous become more and more important. People are also showing the freedom of them own, it seems like everything is freedom, and this freedom it undermines the business rules. Many enterprises in Japan, Germany can live for hundreds of years because they have their own business ethics and standards.

The former general secretary Xi Jinping stressed: adhere to the absolute loyalty to the party, the party must be a high degree of trust, to love the party, support the party, follow the party forever. " To this, my understanding is that loyalty is a duty, loyalty is a kind of attitude. Between employees and bosses also need mutual loyalty: employee loyalty to the boss, the boss to be loyal to the care for employees, training and support. In addition, the boss needs absolute loyalty to his own business, otherwise it is difficult to get bigger, stronger. Many entrepreneurs love to say a word: my heart was put up big enterprises. Why is wronged? Because of their absolute loyalty to their career and love. So, when we do creative we need absolutely loyalty to our creative, to make a good creative point; absolute loyalty to our designers, will have good works. Overall, who mastered the “Absolute loyalty”, and let more people grasp the core values of "absolute loyalty", whose career can be long.

Our school motto is "Attack is the best defense”. The only attack will strong: Qin Shihuang annexation of the six countries, the world united; Han Wudi expel and extension, famous nationwide. The attack is the most important, but cannot blindly, to fully prepare a market decision. When deciding to misappropriation a market needs to do best, so the attack is the attitude, and also the wisdom. Chinese very clever, China entrepreneurs have outstanding wisdom. Why do some people did not succeed? Because every entrepreneur's experience is not the same. Some entrepreneurs self-security, some entrepreneurs are minded the world. How far, how long, how big, how strong the enterprises can develop entirely depends on the entrepreneur's pattern. Who helps entrepreneurs build this pattern? I think we have a strong advantage in this respect, let the brand into big brands, big brands into a strong brand, strong brand into a super brand.

In the whole process, we must first create a super-entrepreneurs, secondly to build a supermarket, third to build the super sales, and finally to build a super brand. And how to build those “ super four”, breaking the pattern of entrepreneurs and let it radiate more energy, it is the gist of ZMW China-US United Business Institutes.

Admen: As everyone knows, there is a lot of Chinese business school, what is the advantages of ZMW China-US United Business Institutes when you compared with them? Where is our core competitiveness? 

Mowen Zhang:  We respect every business school, where there are outstanding leaders, so as the talent students. But if you want to know the differences between ZMW China-US United Business Institutes and another business school, I think there are three different places.

First, our school is named after the founder Mowen Zhang who is the founder of ZMW planning company. Here has a strong ideological strategy, has a very strong personal symbol. ZMW China-US United Business Institutes has a very strong combat ability, because Mowen Zhang did planning for twenty years, and served 2 terms of Chinese richest people-not only serviced one year, one product,  but serviced various categories and products. So I often said: you service the most ability person in China, you must have the same power as them. So we are different than other people, this is our super combat, we understand the business sour, sweet, bitter, hot, we know the difficulties and hardships that the entrepreneurs facing, we can solve the problem.  

Second, our goal is to "2 hours of lectures, the development of nearly 3 years faster." why would such a target? Because most schools solve the ideological problems, behavior problems, concept, or even something deep in the soul, and we want to solve the problem of brand, is the company's marketing problems, we stronger the problem, the problem of execution, a creative problem, we think these problems can really help enterprises. We don't want to pour too much chicken soup to others, we only want to prescribe one nutritional medicine to the enterprises have small problems, we will add some healthy and effective nutrition to let them immediately recover the best state.

Third, we are not with others to visit the enterprise, but the real sat down for the enterprise diagnosis, understanding of the situation, and the introduction of supporting the plan. I think, solve one problem of entrepreneurs cannot solve all the problems, only to solve all the problems of entrepreneurial and the team, this business has its existence significance. Our biggest competitiveness is down to earth, we can use after we listen, we can flight after we listen. We give the real solution to solve the problems, instead of the universal theories. 

Admen: What is the teaching mode of our school of business? Is online teaching or offline teaching? You are the only one give a lecture, or manly you, will combine with other famous people together?

Mowen Zhang: ZMW China-US United Business Institutes will have two types of teaching modes, one is face to face teaching, the other is network teaching, we are using these two models. Because we are affected by time, geographical restrictions, we should embrace the Internet today, but also to respect the opportunity to communicate face to face each. Each class, Mowen Zhang is the home court, he will bring a unique perspective. Each course content will not be repeated, unless the school should be invited, on demand a course. In addition, we will find world famous elites, heroes from the Chinese top enterprises to give us classes. ZMW China-US United Business Institutes is only a platform, hope this platform brings together more mentors, cultivate more students, and jointly promote the development of Chinese business education.

Admen: what are the main course we have? What are some of the skills of advertises want to promote? In what ways are they confused?

Mowen Zhang: In fact, before the previous proposals and speeches, many entrepreneurs have given such an evaluation: Mowen Zhang’s class is interesting and useful. This actually reflects two problems: one hand, everybody’s love proved that we do have the capacity in this area; on the other hand, our planning is very combated. ZMW China-US United Business Institutes serviced many famous enterprises in this twenty years, this is our experience, also our capital. As I mentioned, we're not just talking about universal truths, but based on twenty years of extensive practice on the basis of the key recipes. Based on this, our courses include those aspects: branding, marketing, creativity, management, integrated marketing communication, media planning, besides those we have some private class focus on the business executives. Each of our courses is not the same, will be combined with some current views, hot events updated.

Admen: For Chinese advertisers, what do you have to say to them? As the founder of ZMW China-US United Business Institutes, how will you speak for yourself?

Mowen Zhang: In fact, there is a lot risk I use my own name to do the business school, so I am the best spokesperson of ZMW China-US United Business Institutes. I think our business school is very understanding China entrepreneurs, China market, brand marketing, Chinese planning marketing, Chinese creativity. Therefore, I think Chinese advertisers currently most lack those four things:

First, lack of brand bigger and stronger experience or the experience of how to get bigger and stronger. "bigger and stronger" can also be very slow, but today's market opportunities will not leave you too much time;

Second, advertisers lack a true enterprise culture, include management culture, brand culture, creative culture, marketing culture. And the cultural establishment is our strength, we can follow the common enterprise culture so that enterprises tailored to these, enterprises no longer lonely, let the people have common values under the guidance go ahead. This is our belief;

Third, in the era of media fragmentation, China advertisers on the media using a lot of confusion, because of the layout due to improper waste. We can provide more effective advertising media delivery mode, in order to have a deep discussion;

Fourth, planning and creative. Because Zhang is not only a planner, the two most important aspects of enterprises in the process of brand marketing. When the training is completed, ZMW China-US United Business Institutes is equivalent to give advertisers a strong market, they can according to a new mode of thinking to promote the brand marketing work, allowing advertisers based on the brand value grow fast, make the whole brand creative team, the core team master the  planning method and core ideas.

Admen: from ZMW planning company to  ZMW China-US United Business Institutes, “ZMW” this three words is becoming a brand, many people said, “Mowen Zhang” is the miracle of Chinese planning industry, it is a banner, which you have to share with us?

Mowen Zhang: In Chinese marketing planning industry, there are two sentences: the first sentence I mentioned ten years ago, “ North Ye Maozhong, South Zhang Mowen ".  The second sentence which I  mentioned in 2015 “ Committed to becoming Chinese ranked second company in the planning industry." We must wonder why we have those two sentences.

The first sentence. Mr. Maozhong Ye is the very famous in the Chinese planning industry, very influence, no other people can compare, me and Mr. Ye are a very good brother, we both love planning as our duty, and both have representative works, there is also common friendship. So, “ North Ye Maozhong, South Zhang Mowen ",  left to the Chinese planning, advertising, marketing, a lot of good imagination. I also want to use this opportunity to thanks Mr. Ye, also hope we can joint efforts of the battlefield in different positions, making effort in Chinese branding, marketing development, also provides more intellectual support for Chinese brands to the world.

Then is the second sentence.  “ committed to becoming Chinese second largest planning company”, this is our attitude: “ second” is leave our room to rise,  as long as we are in the second position, there still the power for struggle, will move toward the first goal!

改变是一场未知的冒险 

而我们把冒险变成保险 

2017年1月8日

由张默闻中美联合商学院集团创始人张默闻老师

潜心打造的张默闻商学院第一期将在

中国最美乡村安吉开课啦！

在这里，我们拒绝忽悠

以最实战的案例，最系统的课程，助力企业发展

让你真正的实现

听课两小时  发展快三年

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