How to be a good product manager

Did you have a gun today?

The author is from the Marketing public relations circle of people to change the way that is the PR circle, yes, PR is a "cheat" of the abbreviation, show you a group of comparisons you will know, why said is deceptive. Advertising is always telling others you are good, marketing is telling others you are good, PR is through a third party to tell others you are very good. Three effective combination to form their own brand. Know PR is how to deceive, sometimes from the black can let oneself more sober.

PM is a synonym for product managers, in my opinion, the PM as a "cannon", from a peripheral angle is so understanding. Reverse thinking backwards, when a product comes out, no doubt is to make money, the last step to achieve profitability is that your users are willing to spend money on your products, why willing to spend money, because your product to meet the needs of users, your products generate trust and dependence, and experience is also very cool; The reason for the experience is that users begin to like the fact that you trust you to experience you, because like behind there are a lot of likes and dislikes, trust and distrust to do the basis, so that there is a large number of users to do the basis, as the saying goes, the big tree is also from the small seedlings out, your core users where? Where is your user's circle? Everything is to win more users, so say bubble to "chick" is the premise, the other is pull bastard, so it is easy to understand pm= bubble horse abbreviation. PM Do you agree? If the product manager has not been about the cannon, please learn about cannon, please hurry up, thank you!

The first step: insight into human nature is the premise of grasping users (analysis of gun Friends psychology)

I feel like a qualified product manager takes at least two days a week to personally go to different places to gain insight into the user's psychological characteristics, behavior, gender, age, income, and so on. For example, in the subway crowd during the peak of the psychological and performance, can not be stopped by the way to catch a few salty pig hands, to Sha County snack Shanxi noodle Shop to see those cargo, eat what to say what to do, to Starbucks, to see those poets hands of the new things are the country, talking about the content and B-Lattice index has no explosion. Go to the market, look at the small white collar to buy vegetables and vegetables aunt for five cents to fight to struggle to tangle mood. Go to Zhongguancun, look at the technical apes there are changes in the eye sluggish index. Also go to a variety of Bath centers to study those customers finish the account of the casual moment of posture. Why study the Johns, because Bath Center is (day does not fall) business, why is (day does not fall) business under the oneself want to go. In the evening to go to three Li Tun feel under the itch (notice is not the kind of itch), after midnight with tick or quick back to their home road and driver to discuss the trend of car Internet, haha. Dear PM, have you done this?

So, someone asked your mother eggs, analysis of these and do products, about cannon have Mao relationship, in fact, I would like to say, these are the user's real life, insight into human nature, first from insight into life, this will be the development of product mining user demand at the bottom of the insight. This is also to find gun friends the most basic market research gun friend's preferences and psychology, can "Mas dish."

The second step: Trial and error, a better experience of foreplay (first flirt and then find G point)

A journalist once asked Steve Jobs, "Where does your intelligence come from?" Mr. Jobs replied: "From the precise judgment, the journalist asked," Where does the precise judgment come from? "Jobs answered: the accumulation of experience. The reporter asked again: "Where did your experience come from?" answered Mr. Jobs in good faith: from countless false judgments. Without countless mistakes, no one can climb the pinnacle of success.

When you see Apple, 360, Weibo, micro-letter, ink weather, singing bar and other products so popular with users, we just see the bright side, I think each product before the market and testing phase and users in the "flirting" in the position, in order to let the user experience more cool, more exciting, This product manager is burdened with not only the product itself, but also bear the feelings of the product can not be mixed with the user's feelings, but also to give products a technology and emotional blending. It's easy to say behind the scenes. Complex research and development and product managers to product marketing, marketing, experience, design and other integrated control capabilities. If flirting are not good, gun friends are not interested in, no interest, do not contact, the market so many competing products gun friends can not be carried away by other gunners. Trial and error is not terrible, terrible is wrong dare not try again. Gunners, come on.

Step three: Make use of (FA) household (Sheng) tip (Guan) called (xi)

Simplification: Do not challenge the user's patience, really have no time to talk to you.

I remember last year at the end of a mobile handheld tutor's app, my company is to do network integration marketing PR, is not the channel, not the platform, each time with this app and channel to talk about when partners say you this app is too complex to use, interactive experience is very poor, We have not seen such a complex process to promote so many apps, it will be difficult to promote, this is the channel and platform to say the exact words. This small example shows that no matter your marketing public relations and channels are strong, the product itself does not attract users, no user-friendly, the final result will not be too good. In the face of the outbreak of mobile Internet, the user's time is fragmented, the user's sliding habits have been developed, so your product must be simple, of course, simple is also based on demand, I think users have four kinds of requirements: instant, fixed long, explicit, invisible demand; Whether it is any sexual requirement, as long as you can not meet the user's most basic simplification, challenging the user's patience, your product will be replaced by competitors. In other words, through the front of the Insight analysis after the error, to direct simple, do not muddy, or the gun friends will be lost, lose patience. In other words: "When you're a hooker, you don't have a memorial." To be simple and direct. Refuse to pretend!

Happiness, make the user's pleasure, can share you, can long play.

Happy, different from simplicity is the basis of the product, happiness is the user through experience after the results, is a user emotional output, happiness itself to be reflected in product planning, happy to share can reduce marketing costs, the essence of happiness to meet the needs of the user's emotional appeal. In the Entertainment Society at present, under the intense pressure work, in the society more and more unfamiliar situation, the happiness is the most can experience a person to live the significance and the value, does not have the happiness to have the mood better life and the work. Self-sense of happiness is any product will have, because people's inner needs, this is the user's implicit demand, the product not only to meet the user's explicit needs, since the relationship, it depends on your time persistence, gimmick index, is not to let the gun friends to reach the climax. When these requirements are met, it will be much easier next time. To achieve high viscosity.

Practical: To meet the needs of users and influence the formation of habits, not out of business nature, the boss will not want. (Can you really make me orgasm?)

In the marketing of a classic case, is about buying chili, a asked hawkers: chili spicy not spicy? A: Very spicy! A: Eat too spicy! B: Hot and spicy? A: not spicy! b: not spicy call what chili! C: Spicy? A: I don't know. C: Neuropathy. It is not difficult to understand the user's needs is the beginning of the product. It is the user's demand that leads us to make the corresponding products, rather than our own products to generate customer response needs. Therefore, the utility must be based on the user's fundamental needs. In other words, when you can not meet the most basic experience and stimulation of the cannon, you are not far away from cannon fodder, see gun friends easy, artillery, please weigh AH.

I think it's a pretty good product. One is 360 boot assistant, this product is the great thing is that he can cultivate the user's perception, so that users feel nervous and panic, but also to help you solve, solve the same time also filter out competing products software. Finally prompted you to beat the number of users nationwide, a sense of honor spontaneously, rely on! This set from psychological intimidation to practical solutions to get the honor to achieve emotional sharing, 360 boot assistant coherent, users want to run can not run away. In the PC to see the most of the best products, let me incredibly is, a certain time in the company elevator door, colleagues asked me, big treasure your computer boot fast, quickly help open my mailbox to see something, customers worry. I said it is OK, this time suddenly came out a: you do not use 360 boot small assistant? Most let me marvel from the corridor cleaning Aunt mouth. Little Helper, you're so popular, Zhou you know? warm-hearted Aunt your whole family are using 360 to turn on the small assistant? But 360 in the mobile end need refueling Ah!

From micro-bo, micro-letter, Taobao each product view, there are any products can not be replaced by the practical gene, Weibo's practical gene is news and dissemination. The practical gene of micro-letter is social communication, the practical gene of Taobao is the sale of electricity quotient. A product is prosperous because of the practical gene can not be replaced, these three are now who can not replace who, users can only be interactive integration, and so on. Nokia's decades of prosperity were due to Nokia's communications and price genes, at the same time to meet the different classes of people, why was the apple a home health, after all, Nokia was replaced by Apple's innovative genes, so that the practical need to have innovative genes to meet the changing needs of the user's impulsive demand changes, Users to buy your account. The boss will be happy.

Fourth step: EQ Business product manager with a powerful (switch between the gun friends)

EQ The term is not much explanation, how to say this, give a very simple example, if the product manager is a bearing, product team is a big chrysanthemum, then EQ Business is the product manager of Vaseline. What happens next, think about how passionate it will be. Of course it's a joke. In this way, I understand that the product manager has to withstand the boss's various pressures from time to time at the same time, like the boss to get more resources, you have to be able to roar research and development, to enable them to follow the node to complete the task, you have to be able to drive the design, because I contact the design people tend to indulge in their own world, Self-interaction design is always good, good design must be from your perspective to the user's point of view. You still have to be in town. Operation, when operating in the output of your product value process, must provide accurate and effective data analysis to assist product improvement, the town does not live bird you, lose accurate data impact products. In my humble words, EQ's product managers will be very comfortable with the team's various roles to communicate and coordinate. In other words, if you want to experience the search for different gun friends and get stimulated, you have to switch back and forth between the different gun friends, do not affect each other, synergy if you come to 3P then I worship you as a teacher.

Fifth step: The good product manager is the team security Guardian

The word security defender is inspired by 360 (I don't have 360 cents) for a computer phone, Trojan killing, system repair, optimization acceleration, computer/Mobile phone cleaning, etc. these are the safety and health of computer or mobile phone security and efficient operation, want to better play more exciting computer mobile, and constantly download new applications to meet new needs, At this time for the enhancement of their own to eliminate the need to clear what is not necessary to apply and shut down which applications do not have the necessary functions, to real-time changes according to the situation. Plainly good gunners are self-learning optimization masters, in order to shake off the other competitors, after all, a good product manager must be a comprehensive (yue) (PAO) (GAO) strong (Shou) talent. However, the reality is very cruel, in this fan-era, there is no loyal users and fans, we can do is to continuously explore the needs and lasting to meet user needs.

Summary：

Good production (PAO) product (Shou) Manager has a few big conditions

1: Insight into Human nature: insight is the basis of all products born

2: Trial and Error: Keep trying, feedback, the goal is to find the right posture.

3: Let the user scream three-theory

3.1: Simplification: Do not challenge the user's patience, really no time to talk to you.

3.2: Happiness: Make the user's pleasure, can share you, can long play.

3.3: Practical: To meet the needs of users and form a habit, not out of commercial nature.

4: With EQ: If dry chrysanthemum did not encounter Vaseline is how painful thing.

5: Team Security Defender: Good team optimization and must optimize their own.

Code This article, is purely a hobby, can only prove that I am a love to think about learning, and finally I borrow the famous Internet erotic experts sharp knife in the end of the word: "In fact, girls than entrepreneurial difficult"! Your product managers are on the road and guns and cherish.