When the vision is not pulled up or the cognition is not deep, it is easy to repeat on the elephant level

When the field of vision is not pulled up or the cognition is not deep, it is easy to repeat at the elephant level.

See micro-letter fire, that product most important, see Ali Fire, that platform is the most important. In fact, a more obvious fact is that without the awl-like product, you will not be able to fire; Of course, some people will say that the platform is also a product, but with humans and monkeys are primates, is actually still two species, where the difference is more worthy of attention than the common.

The relationship between product, operation and strategy

Product Pie

The product manager has been deified as a success in creating a range of products, and the success of domestic Zhangxiaolong and micro-letters reinforces this perception, which then becomes a major genre.

Lei stressed screaming, Zhou in "My Internet methodology" to emphasize the single point of extreme, shanyou in the "subversive innovation" in the emphasis on products, community, self-organization, etc. are put products in a very critical position. With this kind of cognition, all kinds of books about product managers and sharing began to come to the front desk. The product manager is starting to get a little deified.

It is worth mentioning that the product pie in fact with the positioning of the same, single point of the ultimate way to build products, it is the ultimate success of the user's mental resources to seize the means.

Operation Faction

As opposed to emphasizing products, another view is that operations are more important. At first glance this is contradictory to the emphasis on the product, but it is not, in fact, complementary. The implicit logic here is that if you can really create an iphone that is far beyond the age of products, it is undoubtedly the most important products, but just like Steve Jobs, most of the time the legendary product is not replicable, we are ordinary people, so often can only create products that are not bad. Still not bad products may be neat, a little characteristic, but absolutely not stunning, at this time in order to make the product to success, of course, to use ordinary people can use the method, and operation although hard, but it is a successful way to replicate.

There is no doubt that the operation is more realistic than the emphasis on the product manager. Genius is not a genius if it is not scarce, and many of our product managers are probably far away from the realm of genius, so in reality most of the time it is really more important to operate. Therefore, the emphasis on products and the emphasis on the operation of these two seemingly contradictory views, in fact, is complementary.

Strategic and Platform faction

The last voice emphasizes the strategy and platform, the representative of the figure is Ma Yun, more representative of the book is "Platform strategy." Emphasis on strategy to emphasize the layout, emphasis on ecological building.

Compared with the above two ideas, this is the weakest one, because it and lean, and the future unpredictable assumptions in the bones a little contradictory, but in fact this is the most practical resources to mobilize the idea of a variety of acquisitions, investments, new products are basically related to this. You are very difficult to say that millet do smart home, Baidu Acquisition 91 and so just suddenly rise, but not a global consideration. Here things are very contradictory, on the one hand, the future in the black box, random and difficult to test, on the one hand, we must imagine a future, knowing that it does not have to rely heavily on the results of the forecast to deploy resources.

Emphasis on strategy will lead to even at the starting point is not only to consider products, but also have platform thinking. Compared to millet and Huawei can better understand the difference between the two ideas. If the mobile phone is defined as the center of Communication and Entertainment, the mobile phone is a single product, in this way the mobile phone will be more prominent product attributes (App Store is the performance of the platform, but does not lead to differences). But if you define the phone as the entrance to the smart home, the mobile phone, air purifier, router, TV, etc. will form a phalanx, mobile phone (perhaps to add a router) is equivalent to build a platform, other smart home products are equivalent to the platform of users, this time the mobile phone is injected into the properties of the platform.

From the reality, the survival of a very good enterprise is basically platform-type, Ali, Baidu, Ctrip, the United States, the starting point, such as needless to say, even the micro-letter is also actively to the Platform for transformation. The biggest revelation here is that entrepreneurship may be the product, but it is estimated that finally the platform, otherwise in the environment of the princes are not able to make enough for their own living space.

Single to the platform is bound to be slaughtered, the key is the network effect, once someone relies on the mobile phone to form a platform to create a network effect, that on the phone will become a spartan phalanx of soldiers, the latter is difficult to win. This seems to be the traditional positioning of the blind spot, recently seen Linderon batch millet has this problem.

Start and end of business

After a systematic review of these three ideas: products, operations and strategy, we will find that the common method is very simple.

Die Knock Products

If you think you really are a genius at the intersection of technology and humanities, you can die at the beginning. In particular, standing in the intersection of science and technology can have two meanings, grasp any one should be able to create a successful product.

A heavy meaning is about aesthetics. The aesthetic is undoubtedly a bridge between people and things, and it is true that it can inject unique value-added into the product and provide users with a special satisfaction and pleasure. It's hard, but the iphone and Tesla did. Chinese enterprises to do this is inherently difficult, because the product into the aesthetic ingredients in fact there are two key points, one is there is no injection, one is injected after everyone recognize. In the latter part of our historical stage we have set up a barrier, which is not a short-term change in the mental space, so the clothing, jewelry even the very Chinese enterprises have to work hard and European relations.

A heavy meaning is about desire. This is more obvious, no longer say, look at the MO will know.

As long as you can find a unique point of entry in the above two focuses, it may be a dead knock on the product. The limit of the die-knock product is whether it can be sufficiently obvious to differentiate, which is very different from the mature period of the new technology which has been universally recognized.

When the phone just came out, we still do not know exactly how to get mobile phone applications, manufacturing this difference is undoubtedly easy, but when the app's UI is basically standardized, and then want to make the difference has become very difficult, this time the product will be more likely to die. Specifically in today's app has flooded the premise, if still just can let some function coordination in a product, that even if not have to rely solely on products to conquer the qualification. This is the time to consider the operation and bitter.

Bitter operation

Today if some people still think that the early success of Millet is a product of success, it is confused with the publicity of the enterprise surface. "Sense of participation," a book is the essence of how to operate a product, of course, the premise is that your product can not be too bad, preferably in a certain aspect to have their own characteristics.

Platform

Once the product relies on operational opening, the next obvious two paths are either to have their own communities or to platform them. Without these two living space is very easy to be slaughtered Lamb, Tencent such companies can almost instantaneous seconds to kill you.

Platform thinking must have, once the product depends on the operation to open the situation, it is necessary to make efforts to platform, to support their own living space. But platform thinking in the initial stage should not be too much, if not focus on one side, with the product to get through it, but up is the platform thinking, that start-up cost is too high, entrepreneurs are usually uncertain, this is often said cold start.

For example, the recruitment site, there is no corporate information there will be no attention, and no one concerned that there will be no enterprises to actively increase information. At this time can only focus on one side to build products, such as the collection of good enough open enterprise recruitment information, to create features to attract users, back to attract more enterprises to take the initiative to come.

The extra point is that there is also logic in the country that only organizations with no products in the community, if working with such communities, are likely to break the ice-priming dilemma. At this point in Dann's money. The teacher told a very interesting idea: if you want to remove the real estate intermediary, it will also need real listings and users, and this kind of situation is suitable for logical thinking of the community to do cold start, such a community can produce a lot of information instantly.

Build the community in the previous article mentioned, this is no longer unfolding. The additional need to add is that the product does have a natural pattern, not all products can be platform or build around their own community, ink this is. This kind of congenital pattern of limited products, the most realistic way is to quickly sell after success, and the above ideas are not related.

Conclusion

Recently Linderon, gold wrong knife for positioning, millet and so is very controversial, there are brothers said I hope I also write something to talk about their views. I am not too willing to focus on the debate itself, but also to explore the positioning, product, operation, strategy, and even the relationship between the community. After all, understanding this relationship can have its own methodology to judge right and wrong, and simply emphasize positioning is more like elephant.

Hegel said: In the scale already contains the essence, this in the product, the operation, the strategic emphasis manifests very good.