Convenience is the most important force driving business progress

The young people nowadays may not know exactly what the 1970s computer is like. At that time the computer was a giant, bulky, but it seemed very weak and had to be placed inside the machine room. People want to use a computer, you have to put on slippers, put on a white coat. And when you do not make an appointment, you have to wait in line.

I remember Steve Jobs's biography saying he took a rudimentary, rough PC to HP and declined by Hewlett-Packard because at Hewlett-Packard it was mostly a toy. Indeed, at that time the huge IBM mainframe computing power is very strong, Jobs's personal computing power is very weak, immeasurably. But it has the advantage that the mainframe is out of the question anyway, that is: convenience.

Convenience, this thing is too important, I think it is the most important force to promote business progress.

For example, if you buy a car, you have to learn the principle of the engine and grasp the mechanical principle to open it. So it is impossible for the automobile industry to develop today. Today, the Internet is becoming more and more popular. Compared with the Internet ten years ago, it is getting simpler and simpler. If the phone is a must-have person with communication skills to operate, the phone will always be a lab product.

I found that all innovation is from the human point of view. People are born lazy, all innovations are from the lazy body to start.

Kodak's film camera was eventually subverted by digital cameras, but the digital camera just came out at a resolution of only 30 million pixels, even at 100 million pixels, its imaging there are still many problems. If you wash it, the picture quality appalling. However, although it had many shortcomings at the time, it took ten years to make improvements through continuous improvement. Today, the market for film cameras has been completely overturned.

Digital cameras, while successfully subverting the film camera market, have had to face the reality that digital cameras are themselves being overturned by smartphones, and that the reason that smartphones subvert digital cameras is the same as the digital camera that revolutionizes film cameras Is: convenient.

Imagine: If you are a photography enthusiast, you will go out to back a DSLR digital camera. But for ordinary users, if the home also bought a SLR camera, but he would go out with it? Instead, they take a cell phone to take pictures. To put it plainly, because the phone is more convenient than the SLR. If the rational analysis, of course, I know the SLR camera image quality than cell phone photos. However, as an ordinary consumer, we tend to be irrational. When you want to go out, you will subconsciously touch your cellphone in your pockets for a while, instead of looking at your back with a SLR.

So, here is one point I want to convey: Innovation is not as sophisticated as everyone thinks it is, as advanced. In many cases, innovation starts with a small thing, and I call it micro-innovation. Micro-innovation continues, and finally the power to subvert the existing market.

Blogs have also been popular for some time, many people write the beginning, but the vast majority of people did not persevere. The reason is simple, because it does not meet the humanity, unless it is playing mahjong, play the game, or who do not want to have been sitting there. And writing articles is more thought-provoking, more lonely thing Yeah. I think except Jin Yong, no one can insist on writing two thousand words a day. However, in 2008, the sudden appearance of Twitter made it easier to write blogs, and later Sina Weibo further flourished. As long as you write a short message you will write a micro-Bo, anyway, is 140 words, literary talent can be good or bad, the threshold suddenly lower. It's easy to write microblogs for people who write. People who read microblogging, read only 140 words, but also easy. As a result, the lazy people who are not willing to write long article blogs and the lazy people who are reluctant to read long articles have all joined the microblogging army, which has led to the increasing popularity of Weibo and subverted the traditional way of information dissemination.

Before the smart phone came out, I feel the most painful thing is to download a software to the phone, the results can not find a long time where. Even if found, the installation is a troublesome thing. However, the Apple phone made a good example, you download the software, it does not ask you in the end to save which disk, a progress bar is finished installing, directly generated on the screen. If you are in the Window environment, you have to click Next along the way.

Twitter and microblogging changed the rules of information transmission, smart phones have changed the traditional way of installing software, but you think back, what patents did they really invented? No, they are based on the accumulation of past technology, the complex Things become simple, cumbersome things become more convenient.

If you always talk about strategy, but ignore the details of the user experience on the product, then these strategies will eventually become a castle on the air. If, however, you meet the human needs of your product improvement from the perspective of the consumer, if such improvement continues, if magnified it can become a huge subversive force.

Products become simple, will have more people to use, more people use to have interaction, in order to establish a brand. Therefore, to simplify the complex things, to complete the subversive innovation. This thing seems quite small to say, but the simple power is huge.