Steven Sinofsky: What should I do when someone doubts your product?

Steven Sinofsky is the former president of Microsoft's Windows department. Last year, he left Microsoft and became a sensation. Because he is in charge of Microsoft's most profitable product: Windows.

Sinofsky created the myth of Microsoft's Microsoft Office and led Microsoft out of the quagmire when Microsoft fell into a crisis due to its poor performance in Windows Vista. In addition, in the 1990s s, he was also the right arm of gates.

Therefore, Sinofsky's suggestions are worth considering.

Sinofsky recently told entrepreneurs about how to deal with new products when they question them.

Sinofsky believes that people usually question new products through the following five aspects, and entrepreneurs should learn to deal with these questions:

1. This product has appeared:

There are few absolutely innovative products. In general, even if a product is absolutely innovative, it solves the problems that other products have already solved. In reality, if you consider a large range, you can find old products similar to it for almost all new products. Even Velcro, swiffer, Facebook, and Instagram are all innovative products that use the latest technology, however, it only solves problems that have been solved by some old products. The difference is that they provide users with a better way to solve these problems. You should also have this spirit when running your own products. You only need to pay attention to the value of the product. Can it provide users with a better way to solve problems.

2. It is just a new function:

In the technology industry, we often encounter a situation where a new product appears, people will always describe the product as "only one more feature ". This is true, but the new features are the soul of new products. As a consumer, we don't need every new product or service to completely subvert the use experience of previous products. For enterprises, we cannot use valuable resources and funds for full innovation, especially when such innovation violates the company's revenue targets. What entrepreneurs need to do is to find a balance between innovation and revenue, and add some distinctive features to new products so that innovation does not violate the interests of business operations.

3.No one wants such a product:

The biggest goal for enterprises to develop new products is, of course, to obtain the most users and benefit from them. To do this, entrepreneurs need to stick to their own judgment. If you let others influence your thoughts, just because they say, "No one wants such a product. ", You choose to retreat, so even if you have the best idea, it can only be a creative. Entrepreneurs need to take financing on their own, and decide whether to use the idea of a product. The right is in your own hands. You should urge yourself to keep moving forward, do not be influenced by others' ideas. If you have such concerns, you need to think like an entrepreneur. Your concerns may be a problem or an opportunity. You need to find a solution. If the product fails, you will always have the opportunity to retreat, but if you do not feel so bad, do not give up when the product is not released.

4.Incorrect pricing:

Pricing of all new products is almost problematic, either too high or too low. If you produce a new device, the device is priced very high when it enters the market. As we all know, the pricing of all products in this industry is determined by the market. A new service or application will always face a choice, namely the revenue model. Fees should be charged to users, or free downloads should be provided, and advertisements should be used for revenue. Product pricing is too high or too low, which is inevitable and will always happen. Rather than simply ignoring these questions or adopting a re-pricing, you might as well elaborate on the reasons you have made the price for this product.

5.Not in line with the company's strategy:

if you work for a large enterprise, when you propose a new product idea, someone will say to you: "Your product startup is not in line with the company's strategy." Such a simple sentence may lead to an excellent product idea. You may choose to throw your anger, or you may say that your creativity is "High and Low". You can also blame the company's bureaucratic style for suffocation. But most importantly, after hearing this sentence, you need to carefully understand these so-called strategies of the enterprise. Because enterprise strategies are fundamental to the survival of large enterprises, they rely on these strategies to provide consumers with unique services. Large enterprises focus not on the quantity of products, but on the internal correlation between products. In this case, you may need to adjust your creativity so that your product creativity can meet the company's strategy.