Startups, those pits.

Yesterday afternoon, I received from a number of Henan University of Finance and Politics college student representatives of the interview, I was sharing the theme of "Heaven Is not paid," which means that the choice is more important than the absence of diligence. After sharing, a classmate weak weak said, just interview the last topic is "Tiandaochouqin". I cannot help but worry that their little universe will collapse. Will it really ruin their three views?

In the evening I also in the mobile Internet Innovation competition for entrepreneurs to do a theme, Nature is my old topic "Heaven is not paid", I really think that the heaven changed, diligence does not necessarily lead to your success. So how do you choose the road? I think micro-innovation is the current Internet entrepreneurship first methodology.

Micro-innovation is a needle stabbed in the sky

What is micro-innovation? First to tell you a little story, Millet TV 2 has a micro-innovation very exotic, what is called? is to help you find the remote, several founders told me that there is a small function I would like to buy the TV, because they find the remote control is a particularly painful experience. But why do TV manufacturers do 30 of years of television products, have not found this small user experience point, why?

Since I proposed micro-innovation 5 years ago, micro-innovation has formed a genre, should be said to be the most practical, the most problem-solving schools. Micro-innovation is the application innovation centered on user experience. Not ten years to wear a sword of great innovation, not a recruit fresh eat all day. Micro-Innovation has three keywords, but also three "micro", the first is the small hard need, the second is small focus, and the third is a small iteration. Micro-Innovation If the use of a word to describe, is a needle stabbed broken days, is now a spell dad's era, but also a product of the era, the product must be a needle stabbed broken days.

Why is millet successful? In fact, Millet is to do a needle stabbed in the sky.

Millet is a needle stabbed in the sky is super cost-effective, ultra-high performance, ultra-low prices, hardware and software separation, millet do all the products, whether it is to do TV, or do mobile phones, do flat, do the millet box, it has done a very high performance, but almost half of the price is knocked off, Millet is relying on this trick to subvert the TV, mobile phones, Subversion of the tablet and even subversion of mobile power, millet mobile phones in China has become the largest mobile phone shipments of the brand, it took less than three years.

A needle to pierce the day is also I tortured many entrepreneurial enterprise's core, can find a user's core pain point, focus to die to do. What does it mean to die? is to make this product to the extreme, super extreme, let oneself all fondle admiringly.

Give an example drop a taxi, we know that drop a taxi overturned the Chinese people's taxi habit, but in the drop of a taxi before a lot of taxi software is not really fire up, why is the drop of a taxi? Drop a taxi success is to rely on a needle stabbed to the sky, it's a pin what? is fast. Everyone knows a user to take a taxi when his longest endurance habit is two minutes, if the time is too long he will feel this software is not good, then drop a taxi to do a core focus, is how to let users within 90 seconds to quickly take a taxi, in order to achieve this a small core function, They put a lot of effort into running drivers and boosting drivers ' activity and goodwill.

How to stab the day with a needle? We say we must find a pain point, the first pain point is the user's most painful demand point, many startups the biggest failure is not to find a level of pain point. For example, we have a lot of students to do mobile power, they do a lot of micro-innovation, such as tyrants gold, such as private customization, plus Lakara. However, the Millet mobile power out, 10400 Ma 69 yuan, suddenly for many companies are devastating impact. Why? Because the Millet mobile power only has made one point, is the ultra high performance ratio, this is the level pain point. Tyrants gold in front of a pain point weak burst.

It's really hard to find a level of pain for an entrepreneur. I ask you again, we may all like to eat crayfish, our micro-innovation president of the camp has a case discussion, a student is a very well-known catering enterprises, they want to do a product called "spicy crayfish", They found that a lot of people eat crayfish a big pain point is not feel clean, they spent a lot of money to solve the problem, and then went to Dongting Lake to find a kind of the cleanest crayfish, break the gills are white, but I would like to ask you a question, clean really eat spicy crayfish of the first level pain point? No, Spicy crayfish of the first level of pain is not clean but spicy taste, is a heavy taste.

3 Big pits that entrepreneurs must be wary of

It is not easy to find a level of pain, there are three large pits for entrepreneurs is very alarming, we see many entrepreneurs fall into this big hole.

What's the first pit? Is that we have to find the pain point demand rather than find the demand for the force, many entrepreneurs they are particularly easy to find a demand for the installation. What is the demand for force? It is not starting from the user, but starting from their own, they feel that such a demand is very important.

What's the second pit? The second big Pit is not to find their core seed users, but a come up to the big deal, a want to get all the users, do the product must first deal with a small number of seed users, we call the snowball mode, like a snowball roll the bigger. In fact, you will find that all popular products in the beginning is a niche products, the first to do a good job of the public.

What's the third pit? It's what we call expert thinking. I used to say don't think like an expert, think like a brain residue. Because the highest standard of user experience is brain residue, a foreign book called "Don" makes me think (don't let me thinking), if I translated into Chinese should be turned into "brain residue", we do not like experts to do the problem, but to stand in the user's point of view, like the brain residual like the problem.

Some people ask: what is the biggest difference between micro-innovation and disruptive innovation?

Micro-innovation methodology and tools, but also internet companies in China to subvert the market's unspoken rules, many companies through micro-innovation to achieve a large subversion, subversive innovation many times for many companies are a big misunderstanding.

Disruptive innovation in the industrial era occurs frequently, its essence is "non-linear change", Intel's former chairman, Grove, made a brilliant summary: "I want to invoke a concept in physics to describe the difference between the two strategic actions." If the effect of a company's strategic action changes its own competitive position rather than the environment, the action is linear. On the contrary, a non-linear strategic action would change the environment, and the company and its rivals must cope with the change. "In today's business world, it's hard to see a company with a technology that makes non-linear changes, and internet companies create a lot of disruptive non-linear changes, but the most important weapon for Google, Tencent, and Millet is to continue fast iterations," he said. Even the most devastated Tesla is the fastest iteration of the past 10 years.

I want people to think about a problem, do we do business in the textbook or in the market? We look at the Internet companies around us, the successful Chinese companies around us, which is successful by subversive innovation, who can give an example? Micro-innovation success of the company a lot, grow lush, barbaric growth, such as Tencent, It is the king of China's micro-innovation.

I would like to remind that innovation is not for innovation and innovation, we are to solve the user's pain point and innovation, is to achieve the user's good life and innovation.