Make products, need to get out of the world of self

Last October, the author went to the United States to visit Tesla, which was already very hot in Silicon Valley. Later on, often can see Tesla on the street, no longer a concept car, but Huo.

People in their company told me that they designed the car with Apple's mind. What is Apple's mind? It is a minimalist design that is extreme at every point of experience.

I wonder why Tesla was born in Silicon Valley instead of Detroit? It's actually a clash between the two cultures. Why should Tesla be able to make a car before all the automakers? Because the best car-building talent is concentrated in the traditional automotive industry. In fact, this is the same as the same as the millet phone. We think that Millet does not understand mobile phones, but the internet is the essence of the pursuit of a single point of extreme, and millet did. The recent rally in Tesla has also proved this, and I think it will soon surpass many traditional carmakers. Because it is in a different way of thinking to make cars, not electric cars.

Making cars is the same as making Internet products. Tesla's popularity did bring me a lot of inspiration, I'll briefly talk about:

1th, think about the real needs of users. I used to do the product when also often fascinated by a concept of their own, feel to change the world, every time to talk about the concept of dancing. But now I often ask myself or others: does the user really need it? What is the core requirement for users?

In this impetuous age, we can easily be touched by a concept. Do you really think that Tesla's success is because it's an electric car? It's really not. To be exact, it's a cool, super-running, practical, stylish, inexpensive, least expensive car. Therefore, it is very important to really understand the needs of users, users will not pay for a so-called "electric" concept.

Tesla believes that there are three levels of demand: high-end requirements, midrange requirements, and low-end requirements. He thinks that the first thing to do is to take high-end demand, find the most favorite car, and then form the entire user spread. I have expressed this view on many occasions. I think that all the products at the beginning of the whole is for the niche design. If you come up with a car that everyone likes, it's going to be over. You're going to end up with a phone that everyone likes, and trying to get a browser like everyone else is going to be a bust.

So, the beginning is mainly for the small number of high-end users to create the ultimate reputation, this thing in many points have been confirmed. Including our Cheetah browser is very cool, why the first choice of black skin, before there is no popular software with black skin. Because I think the first stage is called high-end users of Word-of-mouth spread, and then to the middle end, into radiation transmission, and then down to infiltrate the traditional industry, and so they really began to consider Tesla's time, it has begun to spread to the general public users. So, Tesla's initial position was very accurate, in order to make a comparable to the French rally sports car's cool car.

2nd, the user experience is more important than the concept. This means that you have to rely on technology to bring the user experience advantage, not by concept. For example, electric is a concept, but the electric car brings you to the trouble of charging everywhere, so the first thing Tesla has to solve is the problem of charging.

I remember the U.S. voltage is 110 volts, lower than our voltage, how to charge under this low pressure? They boldly made the entire backplane into a battery, which had hardly been done before by any electric vehicle. However, it is thought that Tesla's battery is extremely cow, and it gives the user a convenient and ultimate experience in detail.

So no matter how strong the technology is, it's important to know that technology is the core, like every time the technical colleagues to tell me how strong the code, I will repeatedly cross-examine, this to the user in the end there is no use, your technical code again strong, if the user did not experience, in fact, is to become suffocated in their own mind a thing of the sea.

Of course, some people say that we need to pursue innovation, yes, that's true. I remember Chowa said: Innovation is 1% innovation plus 99% execution. We used to think that innovation was a work of art, and later found out that it was actually a job.

Therefore, the product must have a customer needs to meet the positioning, rather than your mind a certain concept of the sea. Moreover, sometimes we think that the demand, in essence, may be a pseudo demand. It is a very complex process to get a real feel for the user's needs.

In the past, when I was training for the product manager, one of the important chapters was how to make sure you really understood the needs of the users. You know, all the great ideas are not in the bathtub suddenly remembered, that kind of inspiration is the accumulation. If you have enough contact with users, think deep enough, think and explore, you will have the opportunity to make the right decision one day.

Besides contacting the user, how to use oneself is also very important. If you don't use it hard, you can't say it's really a user requirement. Microsoft Development has a word is "own dog excrement oneself eats", actually makes the product is this.

Of course, there are some principles to adhere to, that is, you can not simply become the user's opinion of the collector, if only to become the user's voting options, it is too simple. We still need to continue to think deeply in the product, in some seemingly ordinary points do not the same, but this is not the same must rely on "single point into", rather than by "more" to complete. The key is how to go deep, along with user behavior, how to the user's real behavior and its scene combination, let it become a perceptual software, in the market to establish a real competitive barrier.

In general, is that we have to constantly challenge ourselves, asking ourselves, constantly think of which place is wrong, can not do what I often say, "The fifth monkey", to be able to find a point of extreme depth, the other people accustomed to, numb things to do extraordinary.