How to publicize your enterprise product concept?

If we ask an Apple user, "Why do you love apples so much?" The answer we usually get is: "Apple products are so powerful, stable, stylish, and very useful." "But contrary to popular public belief, this is not the reason people love Apple." True, Apple's design is stylish and robust, but so are many other products in the world. So why is Apple's users so extreme? Design and beauty alone are not enough to explain why Apple users are willing to stand in the cold for a night, just to line up to the front of the team to buy a new product. Design and beauty alone cannot explain why Apple users don't want to do anything with PCs, even if newer PCs offer better features at cheaper prices.

The reason why Apple users will become the evangelist of Apple is not because of the fashion and beauty of the product, but because of the idea of all the Apple products: different people think different. Have you ever seen an Apple ad? Apple rarely even makes a product show. What it shows people is sharing Apple's faith, showing how Apple is challenging the status quo. It shows users who are "different". More importantly, Apple's products are a reflection of this belief. Through constant innovation, Apple has been offering things that are really "different" than mainstream products.

It is no coincidence that Apple's corporate leaders are pursuing a belief that they are consistent with the company. Jobs is a man who is out of tune with the mainstream. What he has done all his life is repeating the creed of "different wants". In fact, you can even say that this belief is one of the reasons for his death. He has never agreed with the mainstream of society and is unwilling to treat his own cancer through conventional therapies, and he believes that vegan diets are good for treating their own illnesses. Everything that Jobs has done in his life is challenging the status quo, and everyone knows it. As a result, every employee of Apple understands jobs ' ideas and makes sure that each of Apple's products really challenges the status quo. IPhone, IPad, even Apple II, all the same. They are just different products, and they embody a completely consistent concept.

What I want to say is that if you want to turn a client into a preacher, make sure that everything you do and what you create is aligned with the company's goals. If you are the leader of the company, every employee and every customer in the company really believes that all the decisions you make are in line with the company's goals.

If you are a company leader who leads a life of corporate significance while ensuring that all corporate decisions are reflected in this creed, users will slowly join your journey. Users will begin to help you advertise and sincerely believe that your company is the representative of their personalities and that you can always represent their best interests, even without asking you. Such loyalty has nothing to do with design or identity, but only with the innate needs of social species (human beings)-to join groups representing their values. That's why people are extremely proud to open their own Apple laptops at the airport and are happy to show it to the world. For these users, Apple is more than just a company, but also a symbol of who they are. These users feel they belong to a group that challenges the status quo simply because everything Apple produces is a reflection of that goal.

Why most companies never have followers

The problem is that most corporate leaders do not really understand what will lead to real long-term growth. Most companies see short-term sales gains, growth, and good product features, so they think: "Wow, as long as I keep doing this, my company will grow and eventually have a strong user base." "This may work in the short term, but if you want to develop a loyal customer base, this is no long-term solution." In fact, it only brings the opposite effect. Once you get to the end of sales and growth, you will see that users are no longer buying the company's products, or worse, that users will resent your company for sudden price increases.

The easiest way to further understand this idea is to examine other companies that turn users into preachers.

Anything Y-combinator:paul Graham does is a reflection of his personal convictions. His company revolves around how to help start-ups succeed in their business. His blog also provides advice on how to help start-ups. God, even his wife is a promoter of the entrepreneurial community. Paul Graham is eating, breathing, and dreaming around himself to help create a company to change the world's faith. It doesn't matter what kind of product you create. What do you think will happen if Y-combinator releases a DVD tomorrow to help start-ups expand? Thousands of start-up bosses will not hesitate to buy it. Why? Because they trust Paul Graham, and it's a great idea to believe in his intentions. Paul's actions have told us again and again that his life is a reflection of this creed. Everything he does is consistent with the belief that "help startups".

Does this mean that Paul's DVDs have more valuable information for startups than any other DVD in the world? But it doesn't matter to the start-up bosses. They trust Paul and believe that he always has the best starting point. So even if someone else is going to make one of the most wonderful DVDs to help startups grow, people will still recommend Paul, not others, because they know what Paul stands for.

Quora: I want to say that I am a Quora preacher myself. Whenever someone asks me "How do I do X" or "What happens when y occurs?" I almost always say, "Take a look at Quora." "In fact, even if people didn't ask me questions, I would let them see Quora and gain some valuable insights," he said. Does this mean that Quora can give the best answer to all possible problems? Not at all. But it doesn't matter to me. I trust Quora because everything the company does is consistent with its beliefs. Quora will force folded false answers, through strict system restrictions can ask questions of the type, they even have moderators in the occasional edit user questions. All these are the different manifestations of the same goal, and this goal is to bring the most intelligent to the user to explore and reply. Sometimes it is unpleasant to see moderators modify their own problems, but the company is doing so in line with the big goal of creating the arena with the most intelligent information.

Although not working in Quora, I am also convinced that Adam D ' Angelo and Charlie Cheever will constantly reaffirm to the team what the company's goals are. That's the company's starting point. You first need to communicate to the team what the goal of the company's efforts is. This way, even if you're not there, employees know what to make. I'm sure Quora's moderators will look at a question and say, "Man, Adam won't allow that." "It's just like Apple's designer will look at a product and say," Man, Steve won't allow this design. ”

Amazon: The company has millions of preachers (I'm one of them). How did they do that? In the early days of the company, Jeff Bezos was severely criticized for allowing users to comment negatively on books. People told Bezos it was crazy to allow this negative feedback to appear on the site. Critics say if he allows users to leave a bad comment on a book, no one will want to buy anything from Amazon. For Bezos, however, it doesn't matter, because he doesn't care about how to get the biggest sales in the simplest way; he cares about providing accurate and honest details to help customers make the most reliable decisions. Guess what? The user slowly began trusting Amazon. Users are becoming aware that Bezos is the best defender of their interests; he's not the kind of money-hungry CEO who cheats on orders. This trust is critical to Amazon, which makes it possible for Amazon to launch a variety of services (EC2, mechanical Turk, payment, etc.). They are able to win on so many products because users have always trusted them and believe that the company still represents their best interests. All the features of Amazon's products, none of which reflects the company's intention to create a smooth shopping experience (recommended engine, Amazon Prime, integrity evaluation, 1C, etc.).

I've been on Amazon for 8 years and never experienced delays or lost parcels. Low prices and excellent customer service make Amazon the preferred platform for many people to buy online. In terms of operations, Bezos is also impeccable. Whatever product features are intended to achieve, he will ensure that the "let the customer benefit" concept is at the heart of every new service. I trust Amazon more than any other company in the world, and this is only because Bezos proves again and again that the only thing he cares about is providing the safest, easiest online shopping experience.

How to turn users into preachers

Jobs, Adam D ' Angelo and Jeff Bezos are visionary people, but they can't build a successful company with loyal clients. To turn a client into a preacher, one must first turn an employee into a preacher.

If you are creating a company, consider starting with the following steps.

Establish the company's goals (if the goal is to make as much money as possible, the client will never become a preacher). What is the reason for the company's struggle? Develop a reason why users can join.

Eat your goals, breathe your goals, and focus on your goals. Every product you create, every decision you make, every service you provide is consistent with the goal of supporting the company. Whether you're writing a blog or creating an electronic product, your goals should be consistent.

Keep communicating your ideas to everyone. Includes partners, employees, and users. Let everyone know what you represent and what the company's big picture is. The CEO's life should be the activity symbol of the company's goal.

Never betray your employees and your customers. You must lead by example. Once you lose your trust, it's harder to get it back (if it's possible). Groupon and LivingSocial two companies offer the same services, why Groupon is more bitter than livingsocial? That's because no one believes Groupon can actually help a small business, because its actions run counter to its goals ( Hiring highly-worded salesmen to harass small businesses, and when business is behind it is bad customer service, a rebate from an IPO ....

It is not easy to turn users into preachers. Usually it takes years to make the right decision, and then the user will open up and trust a company completely. With the growth of startups and the increasing number of team members, it will be more and more difficult to insist on the value concept set up when the company was founded. However, everything begins with leadership. A company leader must live a life that is consistent with the company's goals, and decisions must be made in full compliance with the company's goals. After that, the company's leaders must continue to convey to everyone the goals that the company is striving for.

If your life can be a symbol of your company's goals and you continually reaffirm your goals to partners and employees, the team will be able to make the right decisions even if you are not present. This company can grow to thousands of people and uphold the value of consistency. By doing so, Apple's employees can make high-level decisions without the need for jobs to guide them step-by-step. Customers will be able to gradually join your journey and begin to publicize your goals. You can turn users into preachers.

Article from: How did you convert your users into evangelists

Author Rohan Jain,2010, a B.A. in economics from UC Berkeley, has extensive experience in data analysis, risk management and sales, and hopes to help startups develop products that users love. He is currently a risk analyst for the mobile payment company, Square.