Product Road, Road Learning, Product Manager Road

All things to push the road is to settle down for the life of ambitious ambition; the last time you share a share of Ono Erlang's sushi, we share the meeting on the 20th, Obama ran to Japan on the 24th to Ono Jiro store ate sushi What does this mean ? Is the United States listening to China ? Of course, this is just my imagination.

Afterwards, both online and in some foreign media outlets, they reported separately that Obama complained about the unpleasantness of sushi. In fact, this tells us to do an important reason for people who make products, no matter how good the product has been selected by the user, leaving the product attributes to select users, the consequences are very embarrassing ah.

Although the way of doing things is the direction, but how to achieve depends on the surgery. So today to share with everyone is the product manager often encountered some problems, and we deal with the operation.

What is surgery

Now that we are discussing the art of breaking the wall, we must, of course, first of all understand clearly what the art is for the first question.

Traditional "surgery" is a line plus surgery, the initial explanation of the path, the streets, the meaning of the road, after the extension of the way, method. When I was a kid, I was actually a very capable child. I heard that if one earthworm cut into the middle, it would become two. At that time, it felt very magical, so I found the experiment and the result failed twice. When I ran and talked about it, I realized that it was actually a crosscut.

So the method is wrong, and you will not get the result you expected.

What is the bureau

The Chinese are made up of all sorts of bureaux throughout their lives. The bureau has become inextricably linked with our lives. Often we hear the following: wine bureaus, dinner bureaus, card bureaus, bureau bureaus, gambling bureaus, job hunting, good deeds Called a group of bureau, a bad thing called set a bureau, do a good job called a good start, so who will be called into the game, let out who roll out, the middle of some trouble, screamed, regardless of the final is the draw, draw, die Council, all come together into a word called: ending.

When we find that we can not do without these offices, we learn and learn, strategies for stabilizing the situation, ways for controlling the government, techniques for turning the board, skills for spoiler, training for ending, etc.

First of all, we must first learn to analyze a problem by first solving a problem. In this logic, I personally think that there are three basic elements in forming a bureau: people, things and the environment. As long as any one parameter changes, the whole becomes a new office. Obviously, the product manager is the one with the most contacts in a company. Therefore, we can think of a company's product manager as having the most roles in various offices. Let's take a look at some of the games and coping skills that product managers typically encounter.

1, the mess

Of course, when you step into a new environment or take over a new job, most of you face a piece of mess, a situation where everyone encounters, such as when you start a new company or take over something left over from someone else, Today, what we are mainly discussing is the response under such circumstances. Therefore, we will not discuss the causes and the non-mess situation for the time being.

The first one to talk about my personal experience, when I first went to Sohu, I was only responsible for a project, but after going to 3,4 projects at the same time put me here, to be honest indeed a bit by surprise, There is no way but to bite the bullet in order to mix, and then spent about a week, first to understand the ins and outs of these projects, and found that there is a project that Charles is more concerned about, so things get easier, I I think it's more valuable to get Zhang Chaoyang than to get other people, so we put our best efforts on this project. Because we seized this project, it became the magic weapon in our hands. We won the time to take over other projects and steadily stabilized the situation . Of course, if I go to pick one I'm good at doing is not wrong, but if you think you want to carry all the problems at the same time, it is estimated that either your ability to super, or is not far from the ball rolling.

When product managers encounter this mess, what they have to do is find the focus and solve the first problem.

On this mess, Father Joe also gave me a classic case, Apple is not always so Niubi, especially in the ten years that Jobs was banished, the company every day, until December 17, 1996 Day "Apple acquired Next, Steve Jobs back to Apple" awakened this great company for the second time. It is also a rather interesting topic about Steve Jobs being exiled, and we will discuss it later.)

The face of the decline of apples, Jobs said: "The company did not focus, each team is doing something the same thing," "If Apple's survival, we must cut more projects, we have Focus, do what we're good at. "To do this, Jobs canceled hundreds of software projects and most of the hardware projects, including monitors, printers and the most controversial Newton handheld project. Father Joe then realized that it was easy to use computers for mass consumers and creative professionals. To create maximum value for consumers, optimize the experience,

In 1997 Apple introduced iMac, innovative color transparent shell design makes the product sold, and let Apple spend the financial crisis. And then to success.

2, dilemma

In fact, this is a product manager most often encountered a problem, the boss is too concerned about your product, the result becomes progress every day, everywhere blind command; and in the Internet industry has a "natural law": as long as the company boss attention to the project More than half are hard to make, Sohu I do not speak; talk about we all see, when Sina Weibo fire, the major portals have also joined the fray, Tencent Marcos announced that microblogging is a strategic level Products, everywhere around the big V users, but take a look at today, not only did not exceed Sina Weibo it, their own WeChat engaged in the dead.

Instead, weChat is derived from a small project that was not concerned by the year. Like we say this is happening every day in the Internet circle, so little horse, the horse did not escape the curse. When Ali and Yahoo cooperation, Ma attaches great importance to, or even personally involved in Yahoo China home page color, style design, the results of Yahoo China soon folded, and this kind of thing seems to be worthless once Ma Ma, there is a called Ma network of word-of-mouth also followed play together, the result is obvious.

In the face of this situation product manager how to do, if the boss's idea is okay, at least not let you blame, but if it is below the vice president, director of the flow of people most product managers will become the shield of others . In fact, encountered this time, the product manager first to figure out what your boss wants, find his core needs, such as: Some directors are concerned about the quality of the project is not the time, because he also wrote Weekly ah ~ ~ Oh! Or you let this be the one, in fact, the purpose is nothing more than to improve the conversion rate, you can listen to while throwing, as long as the final conversion rate to engage in ok. And this time is also probably due to your lack of experience and ability, so you agree with the part of the well, do not agree with the part more to learn, research, analysis, even if it fails to be honest, there are When people learn to dare to admit lack of time, is the time you can grow.

Of course, it does have its own mind chaos, and then blind command, out of trouble and take you to thunder leadership, this time I can only say that you congratulate you, you can recognize this goods, one day earlier to leave to you It is not a bad thing.

3, deadlock

Stalemate is often not because you did something wrong, but because many factors have sent changes, but you did not make the appropriate response. Recently, many Internet companies crash news, including rice system network really makes me feel very pity, is it really help the rice system to do the site? Unfortunately, I saw a lot of comments, just know what is the world state of cold ah, These so-called commentators have started to make all sorts of bluffs, analyzed internalities, and analyzed externalities. Everyone analyzes them so that you have already done so long ago. Point of my personal really appreciate Lao Luo, at least the hammer cell phone prove that Lao Luo not only by the most can make the real thing (of course, I personally have a hammer cell phone reservations, later slowly to share with you).

Not far away, come back to talk about rice system network. In fact, the problem in fact the first two or three years ago, once I went to the river outside the city, the results of the meal network booking seats only Paul Bao does not guarantee the position, but also get the same discount not only meal network, such as China Merchants Bank credit card The same discount, so I started slowly without the system network, and later found in the water outside the city has begun self-marketing canceled all of these drainage. Slowly with the development of wireless Internet, rice system is still no big move, in fact, today is just a matter of time.

If you are doing a business, or do a product, in the face of this problem, what should you do?

In fact, our ancestors have told us: poor change, change the pass, the general rule for a long time.

It is because some internal and external parameters change, we adapt to change the choice of change, with today's popular words to have the Internet thinking, re-examine your target user to see what changes have taken place, what has changed , Then change your product.

4, dead end

The deadlock should not be dealt with Finally, the dead end. The root cause of many dead end is that the parties are too stubborn, you may have done nothing wrong, that is, your paranoid and persistent put yourself into a dead end.

Talk about a NikeFree story.

Americans Like Running Everyone knows that there was a colleague who came back to the United States for a dozen years ago to tell me that running sports are actually part of American life. I heard that there is a documentary called Forrest Gump, Hey hey

2013 US Population Total (315.2 million) In 2013, the United States had 142.6 million people and 45.23% of the sports population. Among them, running was the most popular with about 30% (29.3%).

In 2012, China's total population (13.5405 billion) and smokers (350 million) 25.85%.

This is equivalent to the fact that you did not see a person smoking in a Chinese population in China. You could make a big move into a U.S. move. There may be two people running in the crowd. Think about this scene, by the way different lifestyle will definitely lead to different quality of life (not to discuss the matter of haze).

Americans run a large population, followed by another problem is that loss of running frequently occurs, most people who run suffer from a kind of foot tendinitis disease. Nike has always wanted to be a shoe that will better protect your feet from damage. But no matter how to do protection and protection, never reduce the incidence of tendinitis in the foot, which is the entire running shoes industry we all know the secret.

Behind Nike found that many people running barefoot running injuries are very small, so put forward a theory, the stronger the protection of shoes, but the more vulnerable to change the foot, because of the protection of shoes, the foot muscles no need to play a role in the passage of time to provide The tiny muscles of natural stability are gradually shrinking, but the footsteps are more likely to be injured. Based on this theory, Nike produced a simple shoe that protects the foot from external abrasion and tearing, allowing the foot to play its proper function freely, NikeFree was born. Free Series 1-10 distinction, the smaller the number closer to barefoot.

I would like to tell people who love to get the best tips through this story. I often come back to the starting point and think about the purpose of your departure. There is no need to be persistent and a certain path. Our ancestors left us a Idioms called different ways.

5, chaos

When it comes to the chaos, we may all still remember what happened in the Hundred Regiments of the previous two years and indeed what magical things would happen on this magical land in China. I observed a phenomenon, or that it was The development of an indisputable fact that there is only one Facebook in foreign Internet companies, Twitter only one, Google has only one, can be in us, the portal to engage in four, microblogging Sina, Sohu, Tencent, Netease, Baidu Copy others google, Sogou, search search another copy Baidu.

My point is not that we can not have similar products, but I can not imagine that all products are a virtue. This is the C2C (Copy to China) model in China. When a Groupon comes out, there is a beauty group, glutinous rice, , 24 groups, although that year greatly promoted the demand for product managers, but also greatly reduced the overall quality of product managers, product manager Sambo left that year: cottage, revision, and then tumbled. At that time, there was simply no one who did research on user research business, and researched the value of the product. Instead, he looked up the competing products. What did people do? We copied OK. Now that there are a few group buying websites? Living around the case.

Encounter this chaos, as a product manager, the more you want to know why to do, for whom the problem. Why do not why do not do it. In fact, I myself, or very much agree with the mode of group buy, just entered China did help a lot of offline companies did a lot of drainage work, but today still is the set of upgraded painting thinking, and even Buys a house all to begin to have when buying, I knew that this kind of goods already started to flicker the user, but not provides the user with the better service and the bigger value.

A popular phenomenon in the mid-and late buy a phenomenon, many restaurants, for the beginning of the group buy customers have different services, which seriously affected the feelings of consumer users, but come back to think, buy network by sacrificing the interests of businesses to attract Users, and consumers have come after businesses not only to provide services, as well as this very low profit redistribution to buy part of the site, this time how they may smile to serve you. The middle of this sale is bloody, this bloody way is clearly to be done soon. When the business is no longer pay for the drainage when the buy site can really consider if you talk about users become repeat consumers, to increase the user secondary consumption is actually more than simply to the value of business diversion.

And if we analyze the problem from the point of view, we will find there is no difference between a group of products or services to provide a person and one hundred individuals, buy or have considerable vitality, such as buy movie tickets, buy a net sacrifice a Some of the cinema's profits, to bring more traffic to the cinema; Or a different point of view is the cinema to find a cheaper price to buy outlets to sell the remaining seats, which by no means is not a good thing for businesses. So if the real product manager to do buy, more time to analyze and study your users, including two, one is the direct consumption of users, one is to provide you with the resources of business users.

All in chaos, only find your own direction, do something, you can not go further.

6, the game

Product and technology, the direct design of the segment has always been a lot; product manager was tied, blindfolded, shocked: "want to do?", The other side without words, whipping, product manager mercy: "Do not fight, money?" Another whip, "One Hundred Thousand Suffice?" Another whip, "One Million?" Another whip. Product manager collapses: "What do you want to do with TMD?" "What do I need? I help you to do the project, design, write the code and I really want to know what you want in the end TMD!" These sounds quite fun paragraph, in fact It's the day every product manager walks through. There are many reasons for this confrontation, but it is also well understood that this is the result of part of the causes of too much egoism in human nature.

Frivolous technology. The old think that technology is the root cause of all the problems (this point, products that Baidu worked on should be well aware of).

Design loneliness. Think of others as ordinary youth, product managers are two forcing young, only the design is the soul of a product (I found that Old Luo has the tendency in this regard).

Products loaded force. Most people mistakenly believe that the product is the godfather of the product, others are only nurse, talking always a leader in doing things. Of course there are many operations, markets, sales, etc., we do not list them all.

In fact, this is one-sided, a good product is a decision of the whole is not a partial decision, if the product is like a child, your boss is the child's father, the company is the product of the pro-mother. Most product managers are small nannies at most, so only if everyone can make concerted efforts to make the product a success, your position as a small nanny can be long.

Only at this time the product manager's ability to coordinate communication is the largest manifestation. 36Kr has a female PM wrote an article, which also has her how to deal with research and development strategy, such as research and development to eat, talk about yellow Duanzi, and then often to a low chest, black wire and the like. I think it is definitely useful. Individuals do not object, but do not agree. Because of this approach for a long time may produce a self-contradictory and stress-sensitive issues.

In fact, this matter is still to communicate this from the inside out, the mouth is the heart of the portal; learn to empathy questions, the following seek small, high demand. From this point of view, it is all-encompassing and omnipresent. Can be said that people can be said that the family can be said that the world can be said. If only from their own point of view to see the problem, just as a thin body will never feel the fat when standing on the scale of sadness, that fat man can never understand the thin when it was pushed down desolate.

Say popular point, since we are all in the same boat, more standing in the perspective of others, with others can understand, like to listen to the way communication can go farther. And then a little more popular is to see people talking, ghost talkative, where the song where to sing, where the river off which shoes.

7, gamble

In fact, life is a big gamble. No matter what we do, in fact, there are gambling mentality in them, or for a good argument, because we also have the ideal, so just get gambling tomorrow.

I was consulting and consulting with a friend company for a while before, and they were doing value-added business before. For various reasons, we did not elaborate, and the company had to be forced to make a transition. After spending 3,4 months first, Wechat platform-based products, just finished, not listed on the decadent, but also to do the real estate industry APP applications. Obviously this is definitely a negative textbook.

In fact, gambling is not terrible gambling lose is not terrible; terrible do not know why the gambling, do not know why lose; if we sometimes have to plug the time, I think a big gamble split into small Of the gamble, even lose one or two local battlefield, at least give you the space for adjustment, will not immediately lose the entire war. As the saying goes, a small gratitude, big ghastly body.

November 12, 1987 KFC opened its first store in Beijing. For a mysterious place just opened, KFC is not gambling, so their strategy of entering China is very simple. Step run, the first store opened in China, initially only the original flavor chicken, mashed potatoes, vegetable salad, bread, cola, seven hi, the United States, beer, and other 8 kinds of products

11 in 1992 and 50 in 1995. In 2000, it exceeded 400, and now it has developed to 5,315 towns and villages in 566 cities across the country. Therefore, it is still a weak burst to see what Internet lean startups, four-step startups, micro-innovation, agile development and rapid iteration. And is finished blasting. People in traditional industries have played such people for so many years. Nowadays the Internet has developed. What kind of Internet thinking is set up?

In fact, not only the traditional industries but also the Confucianism of Chinese people have this kind of thinking. When the Southern Song Dynasty criticizes Confucianism, they say "Do not blame the sky, not the people, go to school, and go step by step." Learning so And so is work.

Goal split, refinement, within the limits of your ability to keep up with the current situation to adjust the number of bets, may not necessarily make you win the most, but not to lose out immediately. Ma Yun said today is cruel, Tomorrow is cruel, the day after tomorrow is very good, so everything is the first principle of eternal life. How to practice your technique

Actually speaking so much, I do not mean to give everyone something to learn from. Instead, I want to give you some enlightenment and reflection. On the issue of surgery, there is never the best and the worst difference. Today, I recall the previous work In the bit by bit, I always think that if I do it now there will be a better way to do him, obviously I can not get back to the past, but if there is no such thing as done before, I will not have today These practices are the practice of practice; that is, we must dare to try and dare to go according to your ideas and actions; the so-called adversity is easy, so many things, relying on ideas that we can never figure out.

Conclusion

I hope everyone in the product of this road to find themselves, follow this idea to work hard to practice, to win their own sky, industry expertise in hard work, shortage of play; row into thinking, ruined by.

Self-confidence comes from strength, trust from the results. Blacksmith need its own hardware.