Excellent product and core team imagination

1,

08 I in NetEase Portal, Sina at that time exerting force news thread, challenge NetEase news thread. Sina on a function, so that every time the "top thread" user behavior to generate a new thread, so the number of threads quickly overtook NetEase, we are under great pressure.

To this end, NetEase director of the meeting discussed several times, we should not follow, do not automatically generate a thread. Everyone is hesitant, not only worried about the momentum of being suppressed by Sina, when the only leading four portals of the thread products fell downwind, and feel "automatic generation" bad bar ...

Last bite, not with.

After a few months, Sina itself canceled the automatic generation of thread function. Although the figures look good, but the front row information Repeat, thread page is completely without readability, over time, China.

So we all breathed a sigh of relief.

2,

For a while, NetEase portal advocates biting opponents and defeating opponents in every competition.

I remember a department baogong said, in the industry summit, we have exclusive interview with more than 100 industry leaders, the number of interviews to win the competition, Sina only interviewed ... Sohu only interviewed ... Our editors have won the Battle of the Year.

They were immediately highly praised.

I think there is something wrong, after the meeting to check the data, the more than 100 interviews, most of the views only dozens of. You're right, there's only two digits. And the quality of mediocre, most of the industry leaders repeated the answer n more than a regular question.

Laugh without words.

3,

Do not remember about 10 or 11, reviews have not been so powerful, Ali Department of Word-of-mouth Network and reviews, once bit very tightly. Once I stroll to the network of Word-of-mouth, frighten a big jump, I do not focus on the food reviews before? Now how to start a whole category, food only accounted for a small piece of the home page, a variety of life services to the entrance dazzling.

I do, there are internet cafes reviews.

I do, and home economics reviews.

I'm a damn. I'm going to die.

I guess, someone in the high-level meeting complacent report, reviews have xx category, we have xxx category, more than comments xxx%, the total repression opponents.

After a big six months, the whole category of Word-of-mouth withdrew, back to the main road of food reviews.

Another year or two, the Word-of-mouth team dissolved.

This is not ahead, it is to find death.

4,

Keep on talking about the story.

Comments on the friend said that last year, made a lot of "buy after the comments earn points" activities, comments rose, but the quality of the comments are very water, had to use a variety of algorithms to the low quality comments down.

I said, commenting on the body has always been high-quality comments and commentators, how do you play digital tricks ah?

He said that the United States Group's comments on the number of quickly, there is pressure chant.

I sighed.

5,

TripAdvisor is the travel industry giant, the market value of billions of U.S. dollars, travel poi comments more than 200 million.

I have tried to use it to comment on a hotel, the limit must write 50 characters above, must write "title" and "Visiting type", do not write all don't let hair. Mother eggs, this is much trouble ah, on the number of reviews KPI is how much harm ah.

However, TripAdvisor is the world's largest and most prestigious travel reviews product, and dumped the second hundreds of street.

6,

Big companies ' superstitions about product numbers are scary.

The scary thing is that most executives don't understand the product business, or have no time to focus on the details, only to abstract the "numbers" that he can easily understand. But the number is complex, the number will be deceptive, if you can not clear the intricacies of the doorway, simple and rough pursuit of digital KPIs, the result is bound to go to the door, punching KPI.

The numbers look good, and the ugly result is a particularly common thing.

You know, the user experience is hard to quantify.

Even product competitiveness is difficult to quantify.

I have always believed that happy net and everyone's decline, the root is the "reprint" component of the popular, forwarding information full of timeline, personal record by the entire submerged. In a year or more, this greatly stimulates the Dau KPI and destroys the social network's own body. Sigh is, happy net to "reprint" component made very clever creative improvement, let reprint efficiency greatly enhance, accelerate KPI growth and product decline.

I once said on Weibo that the core of a new product is the core team's unique understanding of the product, in his head, the product "should grow to look like". From this unique imagination, and then grow out of function/interaction/vision.

I also said that the best products come from the core team's unique understanding and imagination in this field, his intuition and taste, arbitrariness and bigotry.

All of these are not related to digital KPIs.