Make products, first pinpoint the location of the product and then start

Before making a product, you need to find out the location of the product. This is an absolutely correct nonsense. But I still want to write this article, then remind myself. Because of this problem, basically I should have considered it twice.

Once in my first year to do product design for about 1 year, cottage was born, no one taught, while listening to the boss's talk, while crazy subscription product related blog, experience one after another website. At that time, be regarded as getting started. At the same time in a small company is responsible for a new product.

At that time to do more product attention is interactive, pay attention to the interface, concerned about the product features itself attractive to users. At that time every day to constantly look at similar sites, see their new module, the new design, want to move to their own site as long as it is interesting. Young, passionate, do not think there is any problem, a group of people happily in full swing six months. Of course, the outcome is not good, but left a beautiful memories. A buddy in the team, who is technical, chatted a few days ago and talked about him about the project. He said that at that time he was in fact a bit confused and that the many functions we did looked very useful for each and every function. A function also has a clear positioning, but what is the positioning of our entire site? Where is our target user? What is the core attraction to users?

I was slowly aware of these issues during the few months after the project failed. At that time, we were always concerned about functional appeal but forgotten the two more important words. The core attraction Force, the core user. In the popular phrase, we've made a website that can not be explained in a single word. As for what is the core needs of users, how to analyze, how to make products to meet the core needs of these skills is that I went to have some worse. Baidu PM is notoriously strong, I among them accounted for a lot of Xian Qi, though not much to learn, still grateful.

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There are also now heard not very good news, Mingyuan left, there ah look like transformation. The first ah is a core positioning, Taobao's core positioning is what ah is what. Unfortunately, only by "large search flow import + excellent product design (rules) + a lesson" or not enough to compete with Taobao. Although Taobao has a burden, but more than a group of people who have practical experience in e-commerce, there are first mover advantages, there are ah undeniable massive investment.
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Back to the status quo, say the same mistake myself may have to Fan once again. Obviously know why then again Fan? The reason for another example is not cognition. It may come from the mentality - the responsibility of the small staff of a large company, the loss of ownership consciousness and, of course, more likely to be caused by some objective factors of a large company.

In a big company, in general the leader wants to be about equal, and you want to get better without the knowledgeable leaders (it seems a little bit flattering), and we just press Planning implementation is good.

In large companies, the product is not what we have the final say we are considered the most recommended products do wrong to do partial, the final exit in the leader of this layer. Sometimes more than one leader. There is more than one leader in leader

In large companies, the division of labor is clearer, and operations and products at most will meet in the intersection of the first part of a clear, clear division of labor even finished. In the overall coordination with smaller companies so unanimous.

In large companies, the front-line drawing of the wireframe of our title is good point is the product manager, what the product is indeed determined by the prototype, but in fact the product and UI, research and development have the same products already belong to the second process . The first procedure - the core positioning of the product (finally said the core positioning of the word, ha ha) is almost at the time handed over to us. This is actually quite terrible, especially with a reliable leader of the authority, we are less concerned about the core product positioning problem. If one time, the leader did not clear positioning, it is estimated to make mistakes.

No clear product positioning leader, this matter in the big company I guess the probability of occurrence should not be low. Large companies do products, often not from the needs of users to start, the product is often just companies need this product. There are many, many useless resources in a company, and a product that requires the company's resources to be integrated. So, the idea of ​​the product came, the idea is beautiful, the product is also very high, a small company's PM dreaming of unexpected resources in front of you. Step back and say, even if you have a clear positioning of the PM at the beginning, but suddenly a lot of those who do not simply count the crime in front of you, you are using or not? ! Moreover, sometimes have to use.

To do such a project, the product is easily lost, with more and more resources being grafted, more and more plates, and more involved departments involved in the project. In the end, you, even your leader, have lost control of the product. Fortunately, large companies still have the advantages of the new product, the first product that the direction of the decision is generally basically in line with the trend, not too bad. When the product on the line can still be bright and beautiful, fireworks everywhere, coming and going, but this one is often not brilliant from the product itself.

May often ask yourself to remove tens of millions of operational inputs, easy access to resources for cooperation, already a huge user base and user habits, the product itself is still directed at the power of the people, the product is to create value or cash value.

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Written and said, I found a little write partial, in fact, I started to say:

The school through the personal space, the campus list, seize the students in school needs of school girls and students successfully precipitated the relationship between the precipitation and the establishment of the relationship between the app srote. Happy Network through the car spaces, trading friends, to seize the office workers happy ambiguous (friendship) needs also successfully precipitated the relationship between colleagues, followed by a variety of APP to retain users and become a promising socialization Relationship network marketing. QQ also through the Internet chat this function, to seize the demand for online chat with others accumulated a large number of real / non-real, normal / abnormal relations, and on the basis of this relationship to establish a huge Tencent empire. But why only the watercress has created a more unique community atmosphere in the Chinese network, but still no one can learn it and take it away.

What kind of function to meet what kind of demand, what kind of people to attract, what kind of user relationship accumulated, and finally what kind of platform achievements are linked at every step. Products should be aware of their positioning from the beginning, according to this positioning should be what kind of function should be good, not what kind of function.

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