用创意赋能商业创新｜欧赛斯外籍创意总监Aleksandra专访
欧赛斯
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员工访谈是企业文化中不可忽略的。每一位公司人员都是企业发展的DNA，它决定了公司的性格和命运。他们也许只是员工中普通的一员，但他们用工作表现与态度诠释着企业文化与理念。
欧赛斯精英访谈
共同的成长 倾听员工的心路历程
在欧赛斯优秀企业文化的激励下，涌现出了许许多多的爱岗敬业的优秀员工！他们把活力献给欧赛斯，将激情燃烧在工作上，给我们树立了值得借鉴和学习的榜样！为此，欧赛斯开展了定期的「员工访谈」活动，分享小伙伴们在欧赛斯这些年的成长之路，分享他们对工作对事业的职场感悟，以及关于品牌、市场营销等的看法和想法。
本期出场的是欧赛斯外籍创意总监Aleksandra Ikonomova。
个人简介：通过敏锐的流行趋势嗅觉提升品牌DNA。在IT、医疗保健和汽车行业等领域的市场策划、企业设计和品牌重塑方面有10年以上的国际经验，及海外远程领导团队工作经验。曾任New Men’s Business Accelerator （中欧私立大学，获美国航天局认可）设计教授。
服务过的客户：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：你来自马其顿共和国，国内人很多都没听过。请先跟大家介绍下你的家乡吧。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.
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 :-)
永恒的马其顿，这是我离开的时候我们国家的形象口号，像“时间凝结”了一样的意思。在马其顿你会发现人们仍保留着很深的传统道德价值观念，而这早已被全世界很多人丢弃。这里的人们有宗教信仰，真诚，通常都特别友善和直接：你可以从他们的脸上知道他们的喜怒哀乐。形式性礼貌不是我们的美德。
为了中国朋友更好地理解，请允许我用中国城市做下对比，我们的生活方式跟四川人很像，城市的话跟无锡很像。小朋友们在抓泥土、玩昆虫、蹚小河的游荡玩耍中慢慢长大。厨房水龙头的水是可以喝的。食物是天然有机的。各式各样颜色的水果，食物闻起来有乡野味道。教育是免费的。
斯科普里已经变成了投资天堂，去年我们斯科普里市被认定为欧洲IT行业最具性价比的城市。我们国家位列全球最容易做生意的国家前十名已经好几年了（世界银行发布）。我不在的日子里，我的国家发展得非常好。
OSENS：您什么时候来的中国？当时来中国是因为？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”.
是因为中国的发展。十多亿的消费者市场和数字化社会足以让人想知道未来会是什么样。市场丰富多彩，而且非常敏感，每个地区的人们都有其独特的行为，需要深入的分析和复杂的计划才能利用这具有巨大吸引力的市场。
我是两年前来到中国的。我们国家只有200万人口，市场很小而且非常同质化。市场同质化是因为人们的偏好相同，同样的思维，同样的环境，同样的信仰，就像一个目标市场。
大多数企业都是特许经营企业。在这里，我们工作都是一阶段一阶段的，从头开始做起，我第一次有了正确的感觉。
OSENS：什么原因促使你留在中国发展？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!
我本来没有留下的打算。我参与了一个项目。但据我所知，来过的人，没有离开上海的。这个城市很有生命力、多元化、且很鲜活。我喜欢当地人的性格，人们待人热情，头脑灵活，他们尊重你的个人空间，有一种普遍的正向的焦虑，让你梦想飞得更高更远。
不太好意思讲，当我度假回家时，我非常想念中餐。
企业在发展，市场在运行，最令人印象深刻的部分是政府对紧急情况做出反应的速度非常快，并设法“即时”将所有流程线上化、数字化。移动支付、面部识别、强大的网络安全性，任何事情都可以在这里发生，并且发生地非常快。钱在这里不是问题，人们用钱买时间！
OSENS：作为一个外籍创意总监，在工作中或者与客户的交流中，是否遇到过什么困难和挑战？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）
（图片：中西方市场消费者品味的差异）
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”.
中国是一个新世界。与客户的沟通交流就像黑与白：我们的品味不同，期望不同，表达的方式也不同。了解本地市场行为是一个真正的挑战，我阅读了大量书籍，观看了很多的视频教程，并且与本地人交谈以了解“本地人的心态”并进行对比。
请允许我用以下的例子来说明：
我们喜欢单眼皮，你们热爱双眼皮，
我们喜欢巧克力肤色，你们推崇白色肤色，
我们喜欢小鼻子，你们热爱高鼻梁。
更别提如何购买产品的途径和方式。
工作风格也非常不同。中国人喜欢发散和延伸，西方人喜欢聚焦和简单，当然我们都喜欢“快”。
OSENS：创意如何给商业带来价值？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，与众不同和不可或缺是“生死攸关”的问题。创造力的最高形式是品牌要设法在市场上成为意见领袖，并影响整个行业的行为。这样，竞争对手就无法复制，他们只能跟随你，你做什么，他们做什么。只要您做了正确的事（欧赛斯称之为找到井口：做正确的事），您的品牌就会成为行业的潮流引领者，决策者和“第一选择”。当您停止创造力的那一刻，竞争就会吞噬您，品牌慢慢消失，人们会忘记您。您将不再是“第一和唯一”。
产生意见领袖的过程非常微妙，不仅需要疯狂的创造力，还需要对市场进行深入的扫描，需要大量的实践经验工作以及对未来趋势的精确预测。这是基于数学的梦想。
OSENS：你在欧赛斯工作有两年了，首先，非常感谢，你工作很棒！我想问的是，欧赛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, with proper input you can go 20% up every quarter.
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.
我爱我的同事们。公司有不少同事；互动很简单，我们彼此了解。尤其是建立了新的行政管理部门之后，每个人都受到重视。我们追踪每个人的成长，以便激发他们的最大潜能，当然会根据每个同事的兴趣和热情出发。
我们重新设计了亲自然风格的办公室，感觉就像你在外面的大自然中工作一样。办公室窗明几净，自然光线充足，空气新鲜。我们使用最新的办公设备；使用最佳资源，公司对人因环境（员工成长）非常重视。内部培训中心（由经验丰富的项目组人员和专家组成），每天在提升我们的工作技能方面，做得令人难以置信。薪酬非常可观，做得好的话，每年可以涨薪20%。
客户名单涵盖了各行业中的TOP3公司，在预算充足的情况下，我们可以享有更大的创作自由并探索更好的结果。我也很自豪地说我们（可能）是中国第一家全案数字化品牌战略咨询公司。
OSENS：说说在欧赛斯工作以来，最大的感触或收获吧。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.
我在赋能中心工作。我的职责是（1）将想法注入团队（2）简化工作流程，以及（3）进行一致性控制。我们试图使工作流程更简单、更快，并使所有重复活动自动化。我们分析所有文档，找到最常用的文档，然后将重复模式转换为“易于使用”模板。
（欧赛斯911超级品牌日的时候）我帮助忙碌的领导发行了两本书“ 100个品牌挚识点”、“ OSENS品牌工具包”，（对我自己来说）是很大的安慰。市场是我们可以获得的最真实的反馈，我还记得当初OSENS刚刚发布（这两本书）的时候，一个朋友通过微信发送给我表情包的那一刻。人们真的很喜欢我们的工作成果，并且它被广为传播。
从最近开始，我们与出售未来趋势的图书馆有了合作，我们可以在趋势公开发布之前的1-2年为客户提供超现代的视觉效果。
OSENS：现在的全球美学流行趋势是什么？欧赛斯如何把握创新？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.
我们最近做的趋势研究，表明主要有3个方向：
（1）轻松生活-人们追求丰富的人生体验，而不是物质财富，节省时间以享受生活乐趣将是首要计划。
适用于新微型公寓的非熨烫材料和多功能360室内概念（工作/生活/睡眠）。
（2）亲自然设计–模仿自然，我们将调整生活空间，使其看起来像我们生活在室外的大自然之中。室内有大量的日光，有空气净化设备，天然家具，喷泉，石头，蜡烛和未加工的玻璃等。
（3）情感设计- 家里是您生活的有力证明：纪念品，儿童艺术品，自由式涂鸦和彩色污渍。值得自豪的回忆。科技正在让“回忆”消逝，通过利用屏幕模拟爱人的“拥抱”或“心跳”。
未来，OSENS将为用户提供更多线下产品，以供人们连接的同时可以逃离工业世界。新材料将舒适且易于清洁，以适应现代超繁忙的生活方式。您的产品看起来像不是“目录外”，而是非常个性化和热情。新发现的设计和材料有望实现“回到栖息地”的感觉。
OSENS：说说你对品牌咨询的理解。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.
将品牌视为真实人物的话：
（1）“他的品格”是品牌的品质；
（2）“他的外观”是设计部分；
（3）“他的朋友”是顾客。
如果你想嫁给这个人，OSENS做得很好（品牌战略咨询方面）。
简而言之，我们会触发感觉（将催产素和多巴胺混合，您会得到社交大脑的帮助，无需思考就可以做出决定）。作为一个引领市场趋势的，有影响力的公司，我们责任重大。今天，在现代社会中，由于没有宗教信仰，人们相信电影和广告，因为他们需要标准的“行为方式”。我们必须非常谨慎地为消费者提供服务。
OSENS：哪件事或者哪个人对你的思维方式影响最大？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.
赋能中心的同事是我心目中的新英雄。当我们在赶时间并且截止日期越来越紧迫时，雯雯和张鹏充当消防员(哪里需要上哪里)。他们温暖、镇定，协助项目顺利进行，并使团队对OSENS拥有极强的归属感。
我不能忘记我的妈妈，她是家里和这里之间的桥梁，还有很多尝试使我在这里的生活更轻松。而且由于我正在与自律作斗争，我发现了中国军人是自己的榜样，甚至在办公桌上留了一个军人的照片，以提醒自己。
OSENS：除了工作之外，你还有哪些兴趣爱好？Except the work , what are your hobbies and interests ?
Aleksandra：I have a new addiction since i live in Shanghai, long walks by the bay of the river Huang Pu, or discovering old Shanghainese streets, how local people live and listening their life stories.
I read as much as I can, mainly books related with the differences between East and West, Medicine, Technology, Innovations, Psychology and Art.
I always wanted to have a small garden in Shanghai, because of the challenge of the urban living space. And I found a small place on the roof top of my building where I plant flowers, fruits and vegetable. And watch them how they grow.
I feel lucky I live here, because Shanghai is city of the Future and we are feed with fresh information on a daily basis.
自从生活在上海之后，我有了一个新的爱好，我喜欢沿着黄浦江散步，或者我会去探寻上海的老弄堂，体验老上海的市井生活，倾听人们的生活故事。
我会读尽可能多地阅读，主要是关于东西方的差异的书，像医学、科技、创新、人的行为以及艺术等有关的书。
因为都市居住空间的有限，我总梦想着在上海可以拥有一个小花园。我在我居住的小区楼顶上，发现了一小块地方，可以种花，水果、蔬菜，我看着它们一点点长大。
很幸运可以生活在这里，因为上海是一座未来之城，信息技术的发展日新月异。
OSENS：你未来的计划是什么？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.
我住在这里，理性的计划当然是学习中文。从2个月前开始，我下班后开始密集上课，以便让自己感觉更加本地化。
我觉得我在OSENS的工作，需要更好地了解数字社会中的现代人类生活方式。因此，我准备读个复旦大学社会工程学的博士。它是一种新发现的技能，可以处理人的行为因素，包括理解人如何做出决定，如何激励他们以及如何控制自己的情绪，同时探索其他人的过程。
我真的很希望我们的世界与中国的联系能更加密切。我们注意到，如今，西方人的行为越来越像亚洲人，而亚洲人正在西化，所以我希望，作为数字化品牌战略咨询公司，OSENS能够在打破文化障碍和在两种截然不同的文化中探寻共同点方面发挥更大的影响。
我们正在做这件事。
E / N / D
欧赛斯