Lean and concentrated version (translated by Dr. Zhang from lean entrepreneurship practice (2nd)

Everyone knows that lean has its own understanding of lean. Of course, lean is not derived from the stone. It must be inherited and developed. Since it is based on other theories, there will certainly be some original things. So what is new about lean? What is the most important and part of lean concentration and purification?

In the process of translating the book running lean, I am going to talk to my mother about lean in the spirit of Bai Juyi and see what she thinks-no challenge, no pleasure, my other goal is to teach the 80-year-old man who has never been familiar with computers how to program in C ++. My mother is 50 years old. She only understands operations and English for computers and electronic products, but her mind is flexible. Of course, she does not know agility or lean.

As we walked, I kept explaining to her what the practice of lean entrepreneurship was. She patiently listened and said, isn't it just a market investigation? I have a speech. We can use many terms, such as customer exploration, interviews, dedicated service products, and transformation ...... However, the onlookers know that these are just a systematic theory that develops market research. I don't know how to explain it. It is not a waste of time to do things that produce value for the most customers. These are guiding ideology. They generally refer to "The sun is round". They refer to the principle of "telling the truth, it does not make much sense if it is not implemented.

But is it true that only 2.0 of market research is implemented? Is there nothing new about lean?

Yes. In fact, unlike all previous market surveys, the true core of lean lies in the thinking model from the customer's perspective. Note that this is not from the perspective of the solution, but from the perspective of the customer.

You may say that Xuan is coming again. Isn't that a guiding ideology? What's new? Yes, and yes. This should begin with the development of entrepreneurship.

Initially, entrepreneurship was a very simple task. Most people start with solutions. Why? There are too many problems. One night is black, or else a lamp is lit, with high costs and weak lighting. After several hundred kilometers, like several centuries, the horse is very expensive and needs to be carefully cared. So cloud. These are all problems. Every life goes through the endless question of "why?" and "How can this happen. Start a business is very simple. A solution can always solve a problem.

Later, it became difficult to start a business because all the problems were solved almost, not just using a solution. Entrepreneurs began to pay attention to issues. What problems need to be solved? Are these problems serious? Analyze the requirements, investigate the market, start with the problem, and find the appropriate problem for a solution.

Now, entrepreneurship has changed. Now it is hard to find a pure blue ocean, a completely unsolved problem, and some are just different degrees of solution. And the pace is getting faster and faster. In the past, when you invented something and made a very good product, you could make the company bigger and stronger into a hundred-year-old store for a lifetime. Now, not only is there almost no way to find an undeveloped market, but the new company's initial speed is almost the same as that of the old and large companies, getting faster and faster.

Therefore, entrepreneurship should be regarded as a career, less, and more as a career. What is a professional entrepreneur? Professional entrepreneurs, also known as continuous entrepreneurs, refer to entrepreneurs who make a living from entrepreneurship. This group of people often start their own businesses multiple times and quit or sell them when the company is the most valuable. This requires that entrepreneurs must use the most objective indicators and the most scientific method to start a business and maximize success rates.

You will say, isn't it so rational? It's too cold. Everything is digital, scientific, and objective. Actually not. The two poles are connected, the most rational and the most emotional. So we need to talk about the true meaning of "starting from the customer.

Starting from a customer means that you love your customers. What does customer love mean? Wang Lihong has a song that sings well-love yourself. People who really love customers can look at the problem through the customer's eyes and think about the problem through the customer's heart.

Here is an example of what I like most.

The most primitive reason is that people are not full. People will always like it if you test it or do anything. Otherwise, how can someone know that the tofu is delicious after it stinks? How can someone know that cheese is delicious after it is moldy? (Joke) in any case, at this stage, as long as you make a meal, someone will always eat it. You just need a solution (the food you make.

Later, people will be able to eat. So you start from the problem. Do people like sweets? You are more sweet. If you like to endure hardships, you can add bitterness. You start to analyze people's tastes, cater to people's needs, and see what is most popular.

Then, more and more food, whether you like sweet or sour, bitter or bitter, or sweet, bitter, what taste of food have. How do you choose? How to start a business?

Therefore, you must find the customers that urgently need you to save, that is, the customers with the most serious problems. Haha, didn't you go back to the previous step? Isn't that the customer survey? No, the key is that, if you still look at the problem from the perspective of "customer requirement analysis", you may not be able to analyze anything, or even worse, you may analyze the error.

What is the analysis? Basically, you treat the customer as a third person. In this way, you may not be able to see the problem clearly. Of course, it is better to see it clearly. You may feel that you will not do it without a market. What's more troublesome is that you may be mistaken.

For example, if you target poor children and analyze them, they may like food. Then you start to study the solution and drill into the details: is it enough to put 25 grams of cream in the meal or 22 grams? Your perfectionist makes you feel that you must solve this problem and make the perfect taste.

But have you considered how poor children feel? When you put a French chef's performing cooking in front of a group of children who have never been full, let them watch the chefs carefully adjust the taste of the food and continue to swallow the water-this can only be explained, you do not love your customers. You love your solution, and you love the problem you want to solve, not the customer.

If you are in conflict with the souls of poor children, you will find that your stomach is as hungry as it is, and your saliva may not stop flowing out, or even cause pain in the oral gland ...... At this time, if you are him, do you care about 25 grams or 22 grams?

You won't.

This example may be exaggerated, but it is a true portrayal of many entrepreneurs. After all, do you care about your customers? Do you love them? This is the surging entrepreneurs, but the era of sharp drop in problems, the most scarce entrepreneurial temperament.

To put it bluntly, lean entrepreneurship is actually a scientific entrepreneurial method developed in line with the new era and based on the love for customers. I think this is the essence and essence of lean entrepreneurship.

PS: many entrepreneurs think they can succeed if they have the help of a good method ............ This is not the case. There are a lot of chatbots and chatbots in the world, but no one can find a girl on the road to make her love you in 10 minutes, it's impossible to do the best. Therefore, selecting the right target is very important. If the target customer is wrong, what is the purpose of loving the customer?

 

Related books

 Lean entrepreneurship practice (version 2nd)