The essence and thoughts of "30 Lectures on Product Thinking"

After reading Liang Ning Fairy’s 30 talks about product thinking and David, combined with my personal feelings, I made the following records

1. Excellent product manager

1.1 Personal character

       Don't be afraid of blows, don't be afraid of being dissed and complained. We may have countless overthrows, and you will become strong in the blow. We must cultivate the ability to resist frustration and shock.
       When you should speak, you must defend your ideas and decisions and stick to your ideas. Good at thinking with the right brain, strong feeling (self). (Combined with my own situation, sometimes I am very weak, what others say is what others say, and when I calm down, I figure out how to strengthen my position. After constantly fighting with myself, I find that I have gradually become firm Your own ideas, if one thing does not get the results you want, then keep repeating and practicing until you are satisfied.)

7 necessary abilities The
transformation of dependent personality to independent personality: When encountering a problem, the first thought is: 1. I can solve this problem by myself. 2. This matter is my responsibility. To learn three habits: proactive (to find the target of attention, focus on those things within its power and can control), with end in mind , we want to do first .

Independence personality transforms to mutual dependent personality: one person can go fast, but a group of people can go further. Three habits must be learned: win-win thinking , knowing the enemy and understanding oneself , and comprehensive and effective (respect for differences)

A good understanding of knowing the enemy and understanding oneself is:

A perfect conversation, and finally the son said more things. They build good communication bridges. See below

Constantly update : Let yourself continue to spiral upward and achieve overall success. For example, using "cross perspective" cross-border innovation eg: go to the zoo to see the chicks hatch and invent the baby incubator (greatly reduce the infant mortality rate)

       Your appearance represents the road you have traveled, the books you have read, and the image you have read (recently, I have also asked myself to ask for it. Although learning is important, you must also dress appropriately. You must pay attention to your image!)

       The choice of life is actually far more important than hard work (this is what I mentioned in combination with myself. After one failure, I reflect on each failure. Where did I fail? Many things go back to the source because I didn’t like it at the beginning. This choice, and the reason for choosing it is because most people choose it, but don't know that this choice is not suitable for them.)

1.2 Design product version

       To judge whether a product manager is very powerful, it depends on how straightforward, simple, and accessible to the point of the first version she designed (for example, the development history of WeChat). Why do many product managers plan their first version so tall (it feels like they want to do the entire Internet)? Because he is not confident. For example, when WeChat was born, there were only 3 or 4 functions, and now WeChat is really incredible.

1.3 With the help of external potential energy

       If the front-end box and the system are compared, the system must be the decisive role. Regarding WeChat and Mi Chat (initial stage), WeChat has a powerful server, but when Mi Chat has more users, it will cause a freeze. The strategic choice of point, line and body: Any point will not generate too much profit (no matter how hard you are, it is still a point), and the rise of the body must be used.

       Find the trend with potential energy: Seek the trend, not blame others. -"The Art of War by Sun Tzu" Look for external potential energy to empower your organization.

       Don’t let your emotions control yourself, force yourself to leave this point that affects your emotions at the moment, to judge the direction of the line, to guess the cycle of the line, where your point is in the cycle, and which side is empowering yourself, external The potential energy is very important. For example, fighting in the plains can only be one-on-one, but we will have an advantage when we climb to high places and hit rocks. As a general, you have to rush to the front, and you can’t let your soldiers go ahead, because everyone is afraid of death, and since you want to be a general, you have to shoulder your own responsibilities.

1.4 Reflection

Questions to ask yourself:

1. What problem does my product solve? What is the point of pain, itching or refreshing?
2. Who am I solving this problem for?
3. How many people need to solve this problem? This is a question of market size.
4. What are the most current solutions? competition analysis.
5. Why can my competition plan win in the market competition?
6. In what scenarios will users trigger emotions?
7. What name do users think of when they encounter this scene?

Products connect the objective world, the past and the future, and make rational use of resources.
Look at the micro, meso, and macro of the product.

Second, the user is supreme

For the product, we only recognize one thing: user needs,
eye: insight,
hand: the hand of action to initiate change,
heart: insight into human heart

Look at the product as if you look at a person.
Perceptual layer: See a person’s first glance, appearance, figure, clothes.
Look at the product. You can’t just focus on the perception layer, that is, you can’t just grasp the surface data.
Just like a girl chooses a boyfriend. It is impossible to establish a deep relationship with others depending on whether you have money or not. It depends on the person's inner motivation.

2.1 User psychology

       Don't be fooled by words, but see what users really think. What a product has to do is actually to conform to the user's subconscious. The familiar feeling is actually the feeling of security. With certainty, the security defense will not be triggered. The product should make users feel that they are taking advantage as much as possible.

       Reflecting from the user’s point of view, when Michao sends a message, it will show that the message has been delivered and read, but this setting is not available on WeChat (the experience of user pressure is still in place for Mr. Ma).

       Generally, an app that allows people to upgrade is a reminder to upgrade, or if you don’t upgrade it will not let you enter the app (the user is really annoying), but the previous WeChat thought of the aircraft war, which makes people comfortable to upgrade. This is simply a gap!

       Draw a map of the user experience: Don’t just look at the data. From the user’s point of view, tell the story of the scene that the user understands. From some micro things, really explore step by step from the user’s use of the product.

       The core elements of the service blueprint: peak value and final value
. There must be a bad experience and a good experience in the user's memory, but the key points should be grasped at the peak (peak period) and final value (at the end). For example, the export of a furniture store will set up ice cream for a dollar. It seems that the business is not making money, but in fact, the ice cream for a dollar for the end of the user will see the entire furniture store’s furniture, giving the user a pleasant feeling at the end. Therefore, you will have a good impression of this furniture store, and you will give priority to this store next time you choose furniture.

A name is a cultural asset, a suitable and good name is a business card

2.2 User experience

The five levels of user experience
Perception layer (product appearance)
role framework layer (product role framework, such as our Baidu CSDN, the first one will appear on the official website of CSDN, definitely not found in the second)
resource structure layer (for Products, which are the resources we can use, and apply these resources to the product)
Capability level (for products, what we do and what we don’t do)
Strategic existence level (what we can get through this product, users through this What can the product get and why do users rely on us)

The enterprises on the tuyere do not reach the last by luck.

2.3 Refreshing points, pain points, itching points (emphasis)

Foreword: The place where you take the trouble is your talent, which is the characteristic of the operating system that God initializes for you. Acquired knowledge, logic, and skills are actually equivalent to apps, and inner emotions are the operating system, so some people’s lives are not due to acquired knowledge, but the operating system.

( Refreshing point ) Satisfaction makes a person's spirits happy and will stimulate his good emotions towards this product. There are a lot of healing videos on Douyin, and I still want to watch it because I am satisfied with the duck! For example, addictive mechanism: user incentive system. Complete the predetermined action and give it satisfaction. The level of a game is actually the ability to grasp user emotions

( Pain points ) Fear controls a person’s hands and feet. When you try to persuade a person to do what you think is very right, the other person does not move. It is not that he does not understand the truth, but the fear in his heart. Fear cannot be shaken off, and he is unwilling to tell you. Let me give another simple chestnut, for example, why is medical beauty so popular? Because they are afraid of aging, the nature of girls; why do education spend so much money? Because everyone does not want to be beaten down in this highly competitive era!

       Fear is motivation, fear is pain point. Fear and pleasure can stimulate a person's potential, and the same is true for products. We need to experience our emotions, and then think about products.

( Itchy point ) Let me give you a simple chestnut. On my 20th birthday, I bought a princess dress. Why did I buy it? Because I saw a foreign model on the Internet who dressed very well. I thought I was about the same height as her, so I bought it to wear it, but the effect of wearing it on my birthday was not so good, but I would have a feeling that I am her, and she is what I imagined myself to be.

Pain points (fear), itching points (satisfying your virtual self), refreshing points (satisfaction) are all product opportunities

2.4 Specific analysis of specific issues

       Provide different grasslands for different sheep, and different products for different users.

       When designing a product, you must include the product scenario. If the scenario you structure does not affect other people’s emotions or triggers other people’s emotions, it is actually not a scenario. It is traffic that can really trigger the user scenario. Entrance. Thinking of the scene, I think of a scenic spot that I have seen before. Every scenic spot in those scenic spots seems to have a story. I was wondering at that time, why are there so many stories, and so many people enjoy it? Later, I thought that these are the scenes, these scenes will move people, resonate with you, and at the same time stimulate your emotions.

       Provide users with a sense of certainty. Without certainty, users cannot rely on you, so they will not use loyal users. All iron fans are actually dependent on your certainty. This also reminds me of JD.com. Many users prefer JD.com to buy electronic products because Mr. Liu said: "We only sell genuine products." Recalling that I bought a USB flash drive on a certain platform last year. Shi Dayton ", the result after I discovered the transmission of the disease, originally called it the" Golden earth Dayton. " Can you rest assured with this? No doubt returned angrily.

3. Market

1. Focus on Xiaomi's efficiency revolution

2. Project managers need to have risk aversion awareness

3. Use the "user value formula" to measure innovation.
   User value = new experience-old experience-replacement cost.
   Small companies are best to innovate, leave the stock market and open up the incremental market (because they can't earn big-name companies, and their arms can't twist their thighs)
   rely on the environment. Rely on opportunities, rely on the general situation, rely on resources (that is, the use of external potential energy mentioned above)

4. From new elements to new species (1. Use new technologies and other new elements on the existing basis to optimize user experience or change the cost structure. 2. The industry in our society is upgrading as a whole. We can use new elements in other fields to transform us Own business logic)

5. In-depth explanation of the Internet’s dimensionality reduction crackdown (seems to make money but the point of making money is not here)
   Internet companies’ three-stage rockets
   Level 1: High-frequency head traffic
   Level 2: Precipitating users’ business scenarios
   Level 3: Completing business closed loops

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