Kong benmao's Childlike Innocence and Steve Jobs's rebellion-cultural genes behind Design Philosophy (published in the second issue of programmer magazine 08)

 Nintendo's handheld game machine ndsl has a dog-raising game called GIWA, which suddenly interests me a pet who is not very interested in real dogs. A pen can touch a dog in different ways. Different Ways of touch will make the dog cute action. Through speech recognition technology, I can give the dog a name, you can use your speech to train the dog to "Sit down, stand up" and perform other actions. You can also train the dog to participate in various competitions. The dog has a soap bubble and the player needs to blow it with his mouth, blow a bubble to a dog on the screen. This game also has a "call mode", that is, it will use the wireless function of the game to let the dog's host find another person who owns the game in some public places, then the system will transfer the dog files of the two to each other so that the two dogs can play together on the screen. I didn't play that game for a few days. Then I went into the game and found that my puppy was in a bad state. I was so thirsty and hungry. Of course, this was automatically prompted by the system through time. 3D animation, touch screen, speech recognition, somatosensory, wireless, and other very common technologies are naturally associated with the dog-raising experience. Ndsl has a lot of interesting games, but this example shows that the use of technology can be meaningful only through human activity. Since its launch in October 2004, ndsl has sold 50 million units and has become the largest game machine in sales in the past few years. It relies on Gong benmao's design philosophy of "Childlike Innocence. Gong benmao extends the design philosophy of ndsl. His Wii game system features somatosensory and fitness is attractive. In the first wave of sports games, such as tennis and golf, the competition was so successful that the loss of one billion dollars in the past Christmas due to off-sale. I remember when my colleague suggested that I buy a Wii game, I emphasized the keyword "family ". Wii is not a game machine for professional gamers. professional gamers always play games with more realistic video effects and complex experience, game consoles such as PS3 with a "heavy technology" such as Blu-ray, or virtual reality that drowned online games. Both of the other two have resulted in human loneliness and alienation. The success of Wii was a little surprising. Sony and Microsoft, both of their rivals, had a wealth of money and looked at the digital boxes in the living room for many years. However, Gong benmao uses "childlike innocence" and "health" to find a different path, changing the views of ordinary people on games. When I watched the Wii tennis screen for the first time, I was not comfortable with its character animation mode. I realized that "I" is more important than the villain in it, this is the opposite of PS games. The Wii gamepad uses somatosensory technology to perceive the movements of gamers. This design has several direct consequences: first, all the movements of players in the real world can be directly translated, even if the Japanese menu is not difficult, the Wii game system and buttons are aimed at people's sports habits, so there is almost no need to learn. Its low learning threshold makes it easy for children, elderly people, and women to join and enjoy a simple game. Second, Wii is a standing game. Waving your arm is more physical than holding your fingers and pressing the buttons. People have more parts of their bodies, so they are much healthier. The newly released Wii fitness board has a precise center of gravity sensing function that can be used for hula hoop, walking wire, yoga, and other activities. A commercial comment said that Microsoft, Intel, sony's digital giant talked about the living room battlefield for many years and did not expect Nintendo to take the lead, but also as a fitness equipment. In the Wintel architecture, Sony continues to upgrade its capabilities and plug-ins. Sony is busy using Blu-ray DVDs to lock the patent profits of the next media standard, there may be no time to think about what the current consumer needs. Gong benmao said Sony and Microsoft are playing a wrong war in the competition for game consoles. This war has led to the indifference of most people to the game. I have totally agreed to this opinion as an author of PS, ps2, and PSP players. In addition to those dazzling games, I can feel the loneliness behind the game process every time I enter the PS2 game. I have a hard time thinking about this kind of gameplay. Apple's success continued to reach the iPhone last year, setting off the sinking of other mobile phone giants. In the past five years, like Intel, Microsoft, and Sony, Nokia, Ericsson, Motorola, and Motorola mentioned earlier, although there are many products with brand extensions, but none of them are excited by the iPhone wow and Wii. There is nothing to say about the value definitions that bring health and fashion to consumers. Steve Jobs's design philosophy is parallel to Miyamoto Mao. The success of iPod was evaluated as the success of the iPod + itune business model, and everyone could feel the sense of industrial design and fashion. However, the replicasers do not seem to realize that Steve Jobs's cultural genes are the core behind these coats. The release of the "think different" brand marks that jobs has been selling a "Young Culture" that can be traced back to the youth movement in Europe and America in the 1960s S. It was Bob Dylan, the Beatle, the Bohemian rebellion marked by anti-war games. Apple's advertisements best reflect the nature of "youth culture", which are rebellious, alternative, rock, self, changeable, and subversive. These are the unreproducible halo attached to Apple products. Similarly, Gong benmao's design philosophy is derived from some unique aspects of Japanese business culture. In an animation-dominated street life, housewives have made minor inventions. The country began to advocate a country with a national happiness index more important than GDP. It is also a matter of course for game producers like Miyamoto Mao. Ndsl and Wii reflect Gong benmao's deep understanding of social psychology. The digital and internet age has resulted in a differentiation of consumption psychology. One is the cool generation represented by Apple fans, another is that more people begin to return to simplicity and family after experiencing the freshness of the Internet age. Through two game consoles, Gong benmao began to let people find the simple joy that the game should have. "childlike innocence", this culture is just in parallel with Steve Jobs's "youth culture. The excellent character of Japanese Industrial Products: human nature, simple, meticulous, considerate, considerate. These design philosophy also reflect the body of Miyamoto Mao. If Gong benmao and jobs' design philosophy have something in common, it should be in these aspects. First, they always have a way of life first, and then choose technology, therefore, technology is linked through the way people live. Second, they all reflect the values of life, the vitality of youth culture, or their childlike innocence and family life. Third, they all take the customer experience as the core of the design philosophy. With these deeper things, managing the business model recently discussed in the magazine is actually not the most fundamental thing. Compare Google's ten creden, such as focusing on customer experience, believing in network democracy, and not doing evil. These values have deep connections with Nintendo and apple. Perhaps the gap between cultural genes and the masters of Design Philosophy makes these three companies a model of new value. For innovative enterprises such as the Internet in China, Nintendo's design philosophy may be easier to work with than the maverick Steve Jobs and the Google of the elite culture.