Many operators I know often discuss the relationship between operations and products with me. The main arguments are as follows:
How does the chemistry between good products and operations happen?
Is the root of all growth really the product?
What industry/product operation can you do with less effort?
Why is it so difficult for our company's products to operate?
In this chapter, I want to discuss some thoughts about products with you in one update. I was fortunate enough to share with you about " In the process of thinking about "new species", some cognitive loopholes have been gradually patched up. In fact, most of the content of this article today comes from the sorting and supplementation of this internal sharing manuscript.
My three fates with the new species
In fact, barley himself has three very Latest Mailing Database profound experiences with regard to new species:
For the first time in 2012, due to a serious misjudgment of the trend of new things, the company's transformation at the most critical moment missed the window period, which also ended my long-term 5-year entrepreneurial career;
The second time was in 2017 when I joined the company I am currently working for. The specific business will not be introduced in detail in this article. If you are interested, you can chat privately;
The third time, in the form of a consultant, I witnessed a team that only survived for half a year due to misjudgment of needs
Therefore, due to these three experiences, I also have some thoughts on the new species.
(Considering that this article is a random talk, not a rigorous academic discussion, it is necessary to set a premise for the definition of new species. This definition is only used in this article, and may not be the same concept as "new species" in other articles. Readers are advised to treat it rationally. )
I think a brand-new product form, or a brand-new design concept, as long as it is not in history, can all be classified into the category of new species.
The new product form refers to:
People used to rely on horse-drawn carriages and stationery to transmit information, but now they all rely on e-mail, so the computer is a new species.
The new design concept refers to:
Computers used to refer to desktop PCs, but now they are gradually becoming handheld terminals, so mobile phones are the new species.
If you are an operator, when the mobile computing tide comes, you are still running the business on the PC side, then you will actually feel very difficult!
Take the Red Envelope War of the Spring Festival in 2019 as an example. Although there is no professional data, in fact, if you are an operator, you must know that Baidu’s retained and uninstalled data will definitely be ugly. The fundamental reason is that in the mobile tide misjudgment.
So how do new species generally arise?
Among them, the emergence of new species generally has the following two directions, which can be briefly summarized as: technology-driven and demand-driven.
What is technology driven?
Technology-driven inner logic: solving old problems with new solutions.
I remember when the iPhone was first released, a lot of critics said that Jobs had discovered a new need and solved it, and then Jobs was dead. Of course I'm a Steve Jobs fan too, but I've always felt that there's something wrong with this statement.
Because it will mislead entrepreneurs. Everyone is going to cobble together some products, and then assume that in some scenarios, these products will work. to create new demands.
If you often look at Jingdong crowdfunding and Taobao crowdfunding, you will find that many products are inexplicably done, and there are too many examples.
But actually my opinion is quite the opposite. I don't think the iPhone is a new species based on demand. The iPhone is actually a technology-driven product. Due to Moore's Law, the computing power of the device is getting stronger, the volume is getting smaller and the price is getting lower and lower, and eventually it will be The desktop computer became a portable computer, and this computer was given the function of making a phone call.