Product Manager Secret Weapon

Wen/Jinguo knife (micro-letter public number Ijincuodao)

This is October 18 i in 2013 Internet Product Conference (IXDC) on a keynote speech, the scene about thousands of product managers, because the time is relatively short, focus on two key words: 1, destroy three views; 2, micro-innovation.

Micro-Innovation is a user-centric application innovation, it has three characteristics, small hard need, small focus, small iterations. Micro-innovation is not an internet company's patent, but it is the most extreme Internet, because the Internet companies have a professional fencing group, that is: Product manager. Most of the time to face the problem, we have to first torture: your product really to power?

= = = Micro-Innovative Split line:

Dictation: Golden Wrong knife

Just now Li Mingshun is very interesting, see his theme is very surprised, a former with the financial sector did not have a half Mao, also killed into the banking sector. By what? In fact, it is also a core of what we are talking about today.

Today a large number of laymen have been killed by the experts, relying on the micro-innovation of the Internet. Li Mingshun said a little bit did not speak too clearly, good credit net to all of you here the biggest pain point is what? can let me get 5 times times, 10 times times income or what. Before I give a speech before speaking, micro-innovative thinking can solve the biggest pain point is what you can grasp this weapon, individual wages at least doubled, start-up companies can get 10 times times the level of growth. Why do you say that?

Today's theme is "micro-innovative thinking: Product Managers the first secret weapon." I want to do a simple survey before you speak, and everyone here is the product manager's hand, almost half. Today we want to share a theme of micro-innovation thinking, but also the product manager of the first secret weapon, not one.

Why destroy the three views?

We're in the background of a big change, and we actually have a problem: who robbed my cheese, in other words, who I can Rob, and what to rob. We know that now internet companies are killing a lot of traditional areas, product managers are actually a behind-the-scenes killer.

I want to bring you today two keywords: the first keyword is to destroy the three concepts. Because our environment, our users, our world, the Internet has brought us great changes, as a product manager we should first destroy the three concepts.

Why do you say that? Want to tell you a word, called "Wu Mo Sorrow Curse". You know who won the last Chinese sound? Liangbo. Many people at the scene know, but I investigate a lot of small white users do not know, they think is Wu Mo worry, users may not remember the first, but will remember the only. Another example is Apple's tyrants gold, which we know Apple has launched 5 C, 5S. In fact, Apple's product manager, he felt that they design the biggest breakthrough is 5C, a variety of colors, but Apple himself did not think, tyrants Gold will become its biggest bright spot. This is the Wu Mo curse, the user think and we think is not the same. In other words, we worked hard to make a product design, to the user there is no feeling at all.

We can also look at another spell: the Nokia spell. Nokia has been the King of global mobile phones in the past, and in four years, Nokia has been overturned. Nokia's market capitalisation evaporated in four years. Nokia has just been sold to Microsoft for 7 billion dollars, and millet is now worth 10 billion dollars. This is also with the designers, product managers to deeply reflect on the issue, Nokia is a special focus on the design, special attention to users of the company, but was soon killed. Why is that?

Look at a few figures, Nokia four years ago the global market share of nearly 40%, now is about 6%. , our world does have a lot of things that destroy the three. A survey of the previous period, Nokia since installed Windows Phone system, in the three or four-line city, many shop assistants do not want to recommend Nokia, because the shop assistants themselves will not operate. Nokia used to be a synonym for ease of use, what is going on now, why not the user.

A very important change over the years is the Internet subversion. Internet subversion We know that the biggest subversion is the rise of internet companies, electric business websites, but this is not the most important, the important thing is the user's consumption behavior has changed dramatically. The three views of our users have been destroyed. For example, Chinese consumers now have 40% to buy goods offline just to experience, they buy is online solution, this is the change of consumer behavior.

Another important change is the roaring of the mobile internet, which has now become a traditional enterprise, and the mobile internet has made a huge difference in user behavior. We are now many of you do design as product Manager, our users have changed, our methodology will also change accordingly. Mobile Internet has changed our world completely, before we use hand, now we all use mobile phone.

The user behavior changes greatly, the danger is very big, the opportunity also is very big, in recent years some product rapid rise, like millet. Why? Just because they hold the new wave.

The methodology of micro-innovation

Some of these companies have been overturned, some companies have been destroyed, in fact, all behind all have behind them: micro-innovation. Micro-innovation is actually a local concept, I put forward four years ago, a concept, about micro-innovation has a lot of ideas and statements, today want to make a radical, what is real micro-innovation, but also I want to bring you the second keyword micro-innovation.

Micro-innovation is the first secret weapon in the Internet to subvert the market, why do you say so? We look at a product. It is important for us to look at its micro-innovation. "If America can learn from China about the essentials of micro-innovation, there will be a turnaround or a crushing defeat," says one observer in Silicon Valley. Especially in the Internet sector, multinationals have been completely defeated in China. Whether it is Google, Yahoo, or MSN, what is the important point? The most important and most important thing for Chinese companies to do with multinationals is to understand users more deeply. I want to tell you a word, why Nokia was killed by the Apple, because Nokia is only to understand the user, in the world to understand the user is not enough, we have to do a deep understanding of users. What is a deep understanding of the user? This requires our Product manager.

Behind the micro-innovation is a deep understanding of the user, but it is particularly difficult to do. We know QQ is to kill MSN, a very important reason is because Tencent is better at micro-innovation. For example, QQ took a small flash mode. The flash mode is in the bottom of our screen, on the left is called the Big Flash, on the right is called the small flash. MSN to take is a flash, of course, many people do not realize this problem, many people say big flash and small flash What is the difference? But I'm telling you, big Flash and flash are very important to a lot of people in China, Chinese and American users are not the same, Chinese bosses like to look at their employees ' computers, If your computer is flashing a chat tool, what kind of image do you think you are in the company?

This small micro-innovation is behind what it is, behind only the depth of user understanding. If you can not understand the user, you cannot find such innovative points, we said that MSN died a little injustice, because he in China can not understand the depth of users. In the present world, simply understand the user is not enough, because your opponent will understand the user more deeply than you, if the opponent deeply understand the user, you will die very miserably.

Micro-innovation is not a decade of technological innovation, today there are technical engineers, technology is not unimportant, especially important, but now micro-innovation is greater than technological innovation, micro-innovation behind the application of innovation, and we do not use this decade to grind a sword, the way to run small steps.

Micro-innovation is not a minor improvement, it is innovation, it is the application of innovation.

Micro-innovation is not a trick to eat the day first, it is continuous innovation, good micro-innovation must be sustainable, we speak very strong and lasting.

Micro-innovation is not a copycat, shanzhai plagiarism is not a micro-innovation, have the ability to your cottage a stranger try, you cottage a micro-letter try, not so simple, because the understanding of the user is a huge threshold.

What is the essence of micro-innovation? The essence of micro-innovation is a needle stabbed in the sky. Through the product a burst of days, we must find the product's biggest pain point and bright spot, our products even if the user is very small to solve a hard need, it can produce huge energy. What do we say about micro-innovation?

Micro-Innovation is a user-centric application innovation, it has three characteristics, small hard need, small focus, small iterations. Micro-innovation is not an internet company's patent, but it is the most extreme Internet, because the Internet companies have a professional group, micro-innovation of the fencing: Product managers. I have been advocating the spirit of product managers, we also hope that the Internet company's product manager of the culture of other industries to promote.

What are the unspoken rules of Internet companies? Behind all the companies are product managers. The success of Millet particularly destroyed three views, why destroy the three? Because Millet took a completely different way: the Internet phone. Heard this morning Li Vanchang once said Millet, millet represents what is it? Represents a phenomenon, the layman to kill into the expert, let the expert Shing. For example, the recent balance of treasure, banks are particularly nervous. In the past, traditional companies have seen internet companies as saying "impossible". Of course, internet companies look at the traditional enterprise is also a word "hello soil." Millet such companies appear, so that the traditional enterprises particularly scary, so that they used to think that the impossible things, in today nothing impossible. Internet enterprises to kill into the traditional enterprise energy so strong, if you understand micro-innovation, do not mix in the Internet field, because the Internet area too Red Sea, you go to see the traditional enterprise a blue sea, eyeful are pain points. Although the traditional enterprises themselves feel that the competition is very tragic, a different angle to the world completely different.

Millet actually gives us a particularly big inspiration, Micro is big, tiny thing can produce huge energy instead. I do not know that everyone recently look at every guest, where the guests have encountered a great setback, where the recent company also reflect, I recently happened to see a guest of the executive, where the customer is to start a transformation of the culture of millet learning, what to learn? products. I once wrote a thing, aging must reshape the spirit of product manager. Aging is a product manager spirit of the people, because the early every customer's many products are old to do, such as canvas shoes, but today with every guest's growing up, he forgot products and users of the origin, and now back to such a origin point.

Just want to say a word to you: one of the main axis of micro-innovation is that everything is user-centric and others are coming in. Supporting a needle stabbed the day, is my micro-innovation three-point method, a painful point of thinking, the second scream point of thinking, the third explosion point of thinking.

Although today is just a simple beginning, but also hope that you can find their own a needle stabbed a day of things, find their users pain point. Finally speaking of my personal pain point, my micro-letter public account called Jinguo Knife, you add this micro-signal hair three words: micro-task, you can see me and Cang jing empty reality photos.