A recent light consulting client is in the "reading club" link of internal self-study in the project of "comprehensively improving the organization's product capabilities".
In order to "apply to learn" instead of "apply to learn", I gave them a seemingly simple question-introduce the product I am in charge of.
A few days ago, the team selected several excellent assignments to show me, and found some common problems, let me tell you about them.
1. When introducing the product, the plan is very detailed, but the description of the problem (user needs) is too simple.
2. Many people think of competing product analysis, but they only analyze the differences in product functions, without digging into the problems that the products need to solve, such as the differences in target users.
3. With the problem analysis, but I can't see how the subsequent plan is derived. It seems that the problem is a problem, and the plan is a plan, and each talks about its own.
4. Thinking about internal (company) and external (users) often lacks one side. For example, why do you want to make this product? ——Because the company needs it (what about user value?); or "Why do you want to do this?" ——Because the user experience is better (what about the cost? What about the company's capabilities?).
5. The keywords of product positioning/definition are not reflected in the subsequent plan, such as "high-end, safe, and convenient", which are all piled up in the positioning, but they are not seen in the plan.
6. For a one-sentence concept about a product, it is common to use internal professional language, such as "a YY platform/system/solution for XX". The "speaking skills" of potential users, especially products for non-professional users.
7. If there are more than 3 types of user roles involved in the product (this is often the case with 2B products), it is recommended to draw a picture to show the relationship between them. Words are not as good as tables, and tables are not as good as pictures.
The less words you can use to introduce your products clearly, the clearer your thinking.
So, what content should be included in a general product introduction?
I think it's problem + solution.
The expansion of the problem is: target users + demand scenarios ; the expansion of the solution is: product concept + competitive advantage .
Of course, there is a lot to be said for further development of each point. Other content can be added specifically depending on who you want to introduce the product to.
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Su Jie (iamsujie), product innovation consultant, author of "Everyone is a Product Manager" series of 4 books, former Ali product manager for 8 years, head of the Group's product university, and founding partner of Liangcang Incubator.
If you need training and consulting services in product manager/product thinking/product innovation related fields, please contact this WeChat (13758212411).