Interview with everyone is another form of knowledge sharing and exchange that is attempted

People into the product desperation, grief do, but the road where? Repeated stagger to do the article, a tired body bag, He Runcheng long?

Demand packing boxes, customers are strong, the boss is also strong. Long cooperation to share, the prototype to be busy, busy progress.

Column Su Su to visit, hot turn the crowd, the group soared. Question how many products wall, thick around the will, thin push.

When the visit to the deep emotional passionate, asked several parties, there are several parties to answer. Summer cool breeze to send scholarly, interconnected net, fat clothes.

We will continue to invite well-known predecessors in the field of product managers at home and abroad to come to our site: Everyone is a product manager QQ7 group (group number: 7661422), to share with you the knowledge and experience of product managers, I hope everyone likes.

We are honored to be interviewed by our first product manager, Alibaba.

About Su Jie

Mr. Su Jie entered Alibaba after graduating from Zhejiang University in 2006 as a product manager. From the end of 2011, he was responsible for learning and growth system of product manager of Ali Group, building support system, promoting foreign cooperation and promoting the preparation of "Taobao product history."

After years of accumulation, he wrote the book, "Everyone is a product manager," and I believe most of them have read and become a must-read book for many introductory product managers.

Teacher Su Jie created his blog in 2009: Everyone is a product manager - iamsujie (http://iamsujie.com/), insisting that at least one weekly blog post about product managers.

After the creation of the network virtual team - seven Indian tribes, is committed to the translation of various types of video, blog, books, "Revelation" "four-step business law" and other four books are listed, interested students are welcome to buy reading. (You can also pay attention to Sina Weibo @ Seven Indian tribes Oh ~)

Su Jie teacher from 2007 to write the experience of the work, in fact, the earliest boss asked (product manager's weekly, you need to write something to do product experience), until now. So we have the book we really like. Well years, Su Jie teacher will come out a book to write Taobao product story over the past decade. Look forward to ~

Lieutenants Tell me, write weekly, daily newspaper is a very good summary, insist write something very important, in fact, is written to myself, maybe one day you also write a book oh ~

Product new words

Su Jie teacher has some new experience recently, the product is the most important passion, sustained passion. There is passion, any other obstacles will be your breakthrough.

If you really want to graduate to do the product, I suggest you do something that can be called "product" before graduation.

With product ideas, to do a website Ye Hao, Ye Hao to create a community, Ye Hao to open a shop, can learn a lot from, and then sum up, and constantly optimize the product, the so-called product, in fact, is to solve a A certain group of people's needs can be physical or intangible services. The most afraid is that when you job products job, only tell each other how you want to be product manager, read what books, what website, these, in fact, we do not care, we hope to see is that you want to do so Driven by the passion of the product, exactly what the "product" is doing is, in short, it is important to do something, not to think of it all the time.

Product Manager's Road to Growth

How to quickly grow new product? Personal feeling, as a rookie, we must first find a good environment for themselves, if possible, find a good industry, a good company, a good boss, a good product, of course, not necessarily so lucky, their own The efforts are also important, some dirty work must be done.

Get started, spend as much time as you can to quickly understand the variety of information about your industry, your competitors, and your own products. Familiar with the technical framework of their products (not familiar with the details), the team and so on, anyway, is a variety of information, to understand how much to understand how much, this time, you are at work, the performance of various scenarios, will make our colleagues scrutinize.

Such as a meeting, we asked a certain data, you blurted out, we mentioned a new feature, you immediately say that certain competitors have had several times, you can certainly get more opportunities.

In general, try to find a good environment for yourself, and then tie it into the next kung fu.

Positive energy cultivation practice product manager what specific knowledge, skills vary from person to person, different products are different, the most basic there are some aspects, a form for everyone:

This is a typical task for a product manager, but it does not mean that everybody has to do at some point, depending on your current level, industry type, product type, and surrounding team support. As an example, a product manager who is new to the market may need to do more analysis. Senior product managers do more business planning and each stage has different focuses.

Demand is right and wrong

Identify the real demand According to the product manager's idea, any point of view is not done, only to determine the user and the scene later, to determine the right or wrong.

In practical work, we take the responsibility to meet the needs of users, through various channels to collect user feedback, the feedback is user requirements, but the user requirements, not necessarily the user really want. Therefore, what are the differences between user requirements and user requirements? How to extract user requirements from user requirements?

In fact, this question is to ask how to identify the fake demand and how to analyze what kind of product function should be done from various user needs. In Q group interviews, everyone asked Su Jie teacher for color, plus underline, are "user needs." With the product manager's thinking analysis, behind the "user's purpose", in fact, all kinds of talking too much, hoping to easily identify his speech, easy to identify, is the real demand. Then, Su Jie teacher gave his solution, that is, product features - to increase font size. He does not want to change color, but also to meet everyone, so seemingly did not meet everyone's request for color, underlined, but by increasing the size, to meet the purpose of the user's essence: hopeful eye-catching. It can be seen that the final product function is a compromise between user needs and the company's own business needs.

User requests, many of which are pseudo-demand, direct satisfaction may be a problem. Faced with user needs, not only to listen to users how to say, but also how users do.

The pros and cons of demand The above mentioned to get the real demand, then there will be some problems encountered, for example, whether these needs to be met? How to deal with different sources of demand? How to focus on the needs of the boss?

In fact, what is involved here is how to judge the priority of the demand. First of all, the demand is used to cut down and can not meet all the requirements. Simply put, sometimes some of the requirements are contradictory at first and the priority is to be met. Must be a high priority, which depends on the value of the user's judgment.

Any one product, we must define the target user, there are several categories, and then they must also have a priority, each type of user, we also have some problems we want to help them and the scene, and these problems The scene also needs a sort, which is part of the "product principles" of the product you're making and must be agreed upon by the entire team, including the boss.

If a product team, we want to give priority to solve the product what people, under what scenarios are not the same, then it is impossible to work. In this context, the demand came, judging with the product principle just fine. Even if it is the boss's needs, as long as your premises are the same, I believe reasonable boss, but also to discuss. Of course, the actual situation may not be so ideal, especially for newcomers, I have a more practical advice, if you do not have strong reason to believe that the boss does not fly, may wish to do his needs, after all, he is more experienced than you can do The boss's seat is also his powerful.

There is also a smart way to define the principle of the product, the boss is also defined as a broad user, and arrange a priority to him. Look at the boss's style.

Demand changes in the actual work, inevitably there will be changes in demand, for changes in demand, how to communicate with various departments to reduce the information is not synchronized or understand the impact of inconsistencies?

In fact, the changing needs of the usual thing, the key is to see the reasons for change, if the external changes, resulting changes, we all understand, if the product manager did not think clearly, put forward changes, but had to go Someone else change, and sometimes open when the demand for review technology can do, but the actual time can not do it, this situation is not to force the technology. However, when the product is also reflected in the value of this time, if you can think of alternative solutions to bypass the technical problems, but also considered a great product, good products and technology should be time to solve the program, rather than complain. Change, who trouble things, who is responsible, so a simple principle. In short to see the reasons for change, different treatment.

Some customers are very anxious demand, too late to develop, often can not shorten the time to add people, the most classic example is a woman can give birth to a child in 10 months, but adding people is useless, depending on the task The specific circumstances, whether people can join to shorten the time.

On demand management, in fact, the need for online document management is a good choice, so that we can see is the same one, are the latest, such as the wiki is also OK, such as tower.im is not bad.

How to plan your own product road

Say product manager is a road of no return, in the product this way, we must have encountered many product managers, how they plan their own career? How to plan it?

Product manager This road is not easy to go, do two years of development, or design re-turn product may be a good choice, if we have a chance, the beginning to do the product, a little way of feeling, because an inexperienced person , What you want to do from the start, where you go, it's easy to make mistakes.

One way is to develop what is to be done for two years first. Because it is a post for paranoid practice, you can first cultivate the feeling of a product by making a clear task. The difference between the two positions is whether one is doing or not one is thinking. First do two years, go think, will be more reliable, very understandable realizable.

Another way to do things inside the product "partial" thing, do purely demand analysis, writing documents, work with the project, to do some time, and after a long time to do the product, and then later, basically go to a business leader The direction has gone, the product becomes a "big product" concept, you need to be responsible for all aspects of an entire business, that is, a small ceo.

Product manager wants the process, or do you need to do some death kung fu, understanding of the user, understanding of the market or something, must have been done. A certain depth, a large number of accumulated, and began to do product and business planning.

Good product manager, it is best to have some cross-border experience, vision, innovation is very helpful, this post needs the overall situation, such as only a single area of ​​products, the field of vision will be narrow. For example, done the traditional retail, to do electricity supplier products, we can touch the analogy.

What kind of product manager is successful?

Talking about the entry of new product growth, finished talking about the needs of the right and wrong, finished talking about the product road planning, then, what kind of product manager is an excellent product manager? What qualifications they have?

Su Jie teacher believes that the most important quality is passion for the product, continued passion, we must continue to find new excitement.

In the face of others, there is passion (motivated, persuasive), but when a person can be calm (logic, the overall situation, risk awareness) is the most important, so why not worry it unsuccessful?

Message to product new people

Su Jie teacher believes that new products for the mentality is very important, product manager will encounter a lot of hard things to force, because:

You will be "raped", for example, is a very strong operating classmates, being forced to do their own unrecognized demand;

You will be on the line after the product, was countless users scold his face scolded, "This is what SB to do, and you are that SB;

You will be frustrated to roll back and find a small detail I did not expect, resulting in the product can only return to a few months ago version;

You will be forced by the boss for 2 weeks, and then be informed of the development at least 2 months;

You suddenly know that the project was canceled, and then the boss asked you to tell the news of those gangs work overtime until 12 o'clock brother;

You will be thrown to a messy flats product, you all have no morale other than you;

You will find that the boss and boss boss inconsistent view, the final program but you have to decide;

You will quarrel with other product managers, the boss grotesque praise you, saying that this is a job requirement;

You will publish overnight, and then pull the classmates to dinner - is the breakfast;

...

When you see your product online, someone uses it, praises you, all the bitterness is worth it, and it really is a job that can change the world.

Not everyone can take the product manager as a business, but the product manager is actually a type of person. His ideas and methods of doing things can solve many practical life problems. As long as you can identify the problem and describe it clearly, turn it into a demand, turn it into a task, win support, launch a group of people, accomplish this task, and continue to keep track of and keep the product as a master. Then You are the product manager. At least, you are already your own product manager, and that's what it means to be "a product manager for everyone."