Essence and thoughts of 30 lectures on product thinking

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After reading liangning fairy Boss's thinking about products 30 Talk about David, Combined with my personal feelings, I made the following records

One 、 Good product manager

1.1 Personal character

        Not afraid of attack , Don't be afraid of being diss, I make complaints about it . We may have countless overthrows and starts again , You become strong when you are hit . We should cultivate the ability to resist setbacks and blows .
        When you should talk , Be sure to defend your ideas and decisions , Stick to your ideas . Good at thinking with the right brain , Strong sensibility （ Self - ）.（ Combined with their own situation , Sometimes they are weak , What people say is what they say , When I calmed down, I figured out how to strengthen my position . After constant struggle with oneself , I find that I have gradually strengthened my mind , If you don't get the result you want , Then keep repeating and practicing , Until you are satisfied .）

7 A necessary ability
The transformation from dependent personality to independent personality ： When you encounter problems, you first think of ：1. I can solve this problem by myself .2. This is my responsibility . Learn three habits ： active （ Find the target of attention , Focus on what you can control ）、 Start with the end 、 want First thing .

Transformation from independent personality to interdependent personality ： One can walk very fast , But a group of people can go further . Learn three habits ： Win win thinking , Know the other and understand yourself , Comprehensive overall effect （ Respect differences ）

Knowing the enemy and understanding yourself is a good understanding ：

A perfect conversation , At last the son said more . They build a good communication bridge . See the picture below

Constantly updated ： Let yourself continue to spiral up , Achieve overall success . For example, with “ Cross Perspective ” Cross border innovation eg: Go to the zoo and see chicks hatch and invent baby incubators （ It has greatly reduced the infant mortality rate ）

        Your appearance represents the road you have walked , Books I've read , Pay attention to image （ Recently, I have also asked myself , Although we should focus on learning , But you have to dress appropriately , You have to pay attention to your image ！）

        The choice of life is far more important than hard work （ This is what I mentioned in combination with myself , After one failure after another , Reflect after every failure , Where did you fail , Many things go back to the source because they didn't like this choice at the beginning , The reason for choosing it is that most people choose it , But I don't know that this choice is not suitable for me .）

1.2 Design product version

        Judge whether a product manager is very good , Just look at the first version of her design , How direct , How simple is it? , There are many ways to cut into the main points and reach the heart （ For example, the development history of wechat ）. Why do many product managers plan their first version so high ( It feels like the whole Internet )？ Because he is not confident . For example, at the beginning of the birth of wechat , have only 3 、4 Features , Now wechat , It's really incredible .

1.3 With the help of external potential energy

        Front end box and system , It must be the system that plays a decisive role . On wechat and micchat （ initial stage ）, Wechat has a powerful server , There are more than one meter chat users , It's going to cause you to get stuck . The strategic choice of point, line and surface ： No point will generate too much revenue （ No matter how hard you work, it's still a little ）, With the help of face , The rise of the body .

        Find a trend with potential energy ： Seek for potential , Don't blame people .——《 Sun Tzu's art of war 》 Look for external potential energy to empower your organization .

        Don't let your emotions control you , Force yourself to leave this point that affects your emotions , To judge the direction of the line , To infer the period of the line , Where is your point in the cycle , Then which side is empowering itself , External potential energy is very important . For example, fighting on the plains , It can only be a one-on-one fight , But we have the advantage of climbing high and throwing stones at them . As a general, I want to say "go ahead" , Instead of letting their own soldiers go ahead , Because everyone is afraid of death , Since I want to be a general , We should shoulder our own responsibilities .

1.4 reflection

Ask yourself questions ：

1. What problems have my product solved ？ Pain points 、 Itchy or cool , What is the significance? ？
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. at present , What are most of the solutions ？ Competitive analysis .
5. Why can my competition plan win in the market competition ？
6. In what scenario will users trigger emotions ？
7. What kind of names do users think of when they encounter this scenario ？

Products connect with the objective world 、 Past and future , Rational use of resources .
Look at the microcosm of the product 、 Middle view 、 Macroscopic .

Two 、 Customer first

We only recognize one product ： User needs
eye ： insight
hand ： The hands of action for change
heart ： Insight into the human heart

Look at products as if you were looking at a person
Perception layer ： The first sight of a person , Looks , figure , clothes
You can't just focus on the perception layer when looking at products , That is, you can't just grasp the surface data
It's like a girl chooses her boyfriend only to see if she has money , It is impossible to establish a deep relationship with others , It depends on the inner motivation of this person .

2.1 User psychology

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

        Reflect from the perspective of users , Mi chat was sending messages , The message has been delivered , read , This setting is not available on wechat （ Mr. Ma's sense of experience of user pressure is quite good ）,

        General app To let people upgrade is to prompt them to upgrade , Or if you don't upgrade, you won't be allowed to enter app（ Users are really annoyed ）, But wechat once thought of the war of airplanes , Upgrade comfortably , This is the difference ！

        Map the user experience ： Don't just look at the data , From the user's point of view, it is necessary to tell the scenario story 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 、 Final value
There must be bad experiences and good experiences in the user's memory , But we should grasp the peak value of key points （ Fastigium ）、 Final value （ At the end ）. For example, a one dollar ice cream will be set at the exit of a furniture store , It seems that businesses do not make money , But in fact, users will look at the furniture of the whole furniture store for the one dollar ice cream at the end , It gives users a pleasant feeling at the end , So I will have a good impression of this furniture store , The next time I choose furniture, I will give priority to this store .

The name is cultural assets , a suitable 、 A good name is a business card

2.2 User experience

Five levels of user experience
Perception layer （ Product appearance ）
Character frame layer （ Product role framework , For example, we Baidu CSDN, The first one will appear CSDN Its official website , It's definitely not the second one ）
Resource structure layer （ For the product , What resources are available to us , Apply these resources to products ）
Capability range layer （ For the product , What are we going to do , What we don't do ）
Strategic presence （ What can we get from this product , What users can get from this product , Why do users rely on us ）

Enterprises in the tuyere do not go to the end by luck .

2.3 Great point 、 Pain points 、 Itch point （ a key ）

Preface ： What you never tire of is your talent , This is what the operating system God has initialized you with . Acquired knowledge , Logic , Skills , In fact, it's equivalent to app, And the inner emotion is the operating system , So some people's bad life is not acquired knowledge , But because of the operating system .

（ Great point ） Contentment makes one happy , It will inspire him to feel good about the product . There are many healing videos on Tiktok , I still want to see it because my heart is satisfied ！ For example, the addiction mechanism ： User incentive system . Complete the scheduled action , Give it satisfaction . The level of a game , In fact, it is the ability to grasp users' emotions

（ Pain points ） Fear can control a person's hands and feet , When you try hard to persuade someone to do what you think is very right , The other side doesn't move , It's not that he doesn't understand the truth , It's the fear inside him , His inner fear could not be shaken off , He doesn't want to tell you . Let me give you a simple chestnut , For example, why medical beauty is so popular ？ Because they are afraid of aging , The nature of a girl ; Why education costs so much money ？ Because everyone doesn't want to be beaten down in this competitive era ！

        Fear is the driving force , Fear is a pain point , Fear and Pleasure Can inspire a person's potential , Do the product , So it is with . We need to feel our emotions , And then think about the products .

（ Itch point ） Let me take a simple chestnut , I 20 On your birthday , Bought a princess dress , Why would I buy it , Because I saw a foreign model dressed like a fairy on the Internet , I just think I'm about her height , Just buy it and wear it , But on my birthday, it doesn't look so good , But I have a feeling that I am her , She is the way I imagined myself .

Pain points （ Fear ）、 Itch point （ Satisfy your virtual self ）、 Great point （ Satisfy ） It's all product opportunities

2.4 Specific analysis of specific problems

        Different grasslands are given for different sheep , Provide different products for different users .

        The design of the product should include the product scenarios , If you build a scene that can't affect other people's emotions , Can not form a trigger for other people's emotions , In fact, it is not a scene , The traffic entry can really trigger the user scenario . Think of the scene , I thought I had seen a scenic spot before , Every scenic spot in those scenic spots seems to have a story , I was wondering at that time , Why so many stories , And there are so many people watching it with relish ？ Later, I thought that this was the scene , These scenes will move people , It resonates with you , It also stimulates your emotions .

        Provide users with a sense of certainty , There is no certainty , Users cannot rely on you , Will not use loyal users , All the iron powder , In fact, they all depend on your certainty . This also reminds me of JD , Many users prefer JD to buy electronic products , It's because President Liu said ：“ We only sell genuine goods .” Recall that I bought a USB flash disk on a certain platform last year , What Mingming bought was “ gold Scholar Ton ”, When I got there, I found something fishy , It was called “ gold soil Ton ” . Is it safe to use it ？ No doubt they returned the goods angrily .

3、 ... and 、 market

1. Focus on Xiaomi's efficiency revolution

2. The project manager needs to have the awareness of risk avoidance

3. use “ User value formula ” Measuring innovation
   User value = New experience - Old experience - Replacement cost
   Small businesses had better be innovative , Leave the stock market , Open up the incremental market （ Because they can't earn big name enterprises , I can't wring my arm ）
   It depends on the environment , Rely on opportunities , Rely on the general trend , Relying on resources ( That is to say, with the help of external potential energy )

4. From new elements to new species （1. On the existing basis, new technologies and other new elements are used to optimize the user experience or change the cost structure 2. The industry of our society is upgrading as a whole , We can use new elements in other fields to change the logic of our own business ）

5. In depth explanation of Internet dimensionality reduction （ It seems that the point of making money is not here ）
   The three-stage rocket of Internet companies
   first stage ： High frequency head flow
   Level second ： Precipitate user's business scenarios
   Level third ： Close business loop

https://blog.csdn.net/hanhanwanghaha Treasure girl Your attention is welcome ！
Welcome to WeChat official account. ： Treasure girl's Growth Diary
If reproduced , Please indicate the source （ If not indicated , Whoever steals will be prosecuted ）