Reflections on "product managers must read: five classic innovative thinking models"

Share 5 Classic Innovative thinking model .

1. Three key words of innovation ： demand 、 product 、 Ability , All the innovations , It all comes from “ demand ” .
2. Demand is not created , Just found out . Because demand is always there , Just after being found , Meet your needs in different ways .
3. The product is not the demand itself , Products are tools used to meet the needs . therefore , Is the product the core competitiveness of the enterprise .
4. Doing business is equivalent to raising a chicken , I will lay you a golden egg every day , Then you take it to the market in exchange for profits . and Golden egg is the product we mentioned , Products are just the medium for us to exchange value to society , and How to raise this chicken , Give him enough food and clothing , Let him lay bigger and better golden eggs , Is the core competitiveness of enterprises , And this process , That's what we're talking about “ innovation ”！
5. Demand will change. , Constant desire . Demand will change. , Human nature does not change .

One 、 Efficiency innovation

Efficiency innovation ： The essence is you Can we use standardization 、 Differentiated methods , Increase of efficiency , lower production cost ？ If you can , You will be rewarded , Reward is profit ！

Example ： Can you think of a way , take 1 The cost of yuan is reduced to 0.5 element , Even 0.1 element , Reduced costs and 2 The difference between the selling prices of Yuan , That's your real profit .
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such as , Before, charging treasure was sold 199,299 element , But Xiaomi found a cheaper supplier , Use the leftover laptop battery as a power bank , The price has come down to 69 element , So Xiaomi got a lot of competitors , At the same time, I also made profits , This is efficiency innovation ！

Buffett proposed profits Divided into four parts —— Intangible assets 、 Cost advantage 、 Network effect 、 Costs of migration .

• Intangible assets ： patent 、 brand

such as , Pharmaceutical and design industries , You can use patents to protect your profits ; For example, the consumer goods industry , You can build a brand , Occupy consumption and mind , So as to have the pricing power

• Cost advantage ： scale 、 management

such as , One way to reduce costs , Is mass production , Reduce production costs through large-scale production ; such as , Improve process efficiency with management , Others use 5 Genius can be used by you 1 Days to finish ;

• Network effect ： user 、 ecology

such as , The tried and true weapon of the Internet industry , By pulling more users , Make the value higher , The two form a positive cycle , And then become an ecosystem , A big family ;

• Costs of migration ： habit 、 assets

such as , It's difficult to use Android phones after getting used to them. Go to Apple phones ; such as , When you save it in Xiaomi's online disk 10TB Information , It's too troublesome to transfer to Baidu , You just keep using Xiaomi . therefore , remember , The way to keep profits is ： Create a moat that suits you ！

Two 、 Mode innovation

Mode innovation ： The essence is to reduce Transaction costs .

The famous economist Coase put forward a “ Transaction costs ” theory , It means , As long as there is a deal , In this process, there will be losses , If there is loss, there will be cost , This is the transaction cost . Simple understanding , It is what we often call information asymmetry ！

for instance ： A product , The production cost in the factory only needs 1 element , If his profit margin is 100%, that , The price should be 2 element . But the reality is , Consumers may need to spend 10 Only yuan can buy the product , And the extra 8 element , Transaction costs .

that , Where are the transaction costs ？ Generally speaking , There will be these losses ：

• Before buying ： Search costs 、 Compare costs
• In purchase ： Test cost 、 Negotiation cost 、 Payment costs
• After purchase ： transportation cost 、 After sales cost

meanwhile , In the middle 8 The existence of Yuan transaction cost , It also brings opportunities for innovation —— That is, the opportunity to create profits ！ If you can 8 The transaction cost of Yuan , Compress to 5 element , Even lower , The rest is your profits ！

When you buy a pair of shoes or a bag in an offline mall , After you try it on , Immediately open your mobile phone and place an order on the e-commerce platform , Enter the product name in the search box , Thousands of sellers jump in front of you , You don't have to ask your friends where they can sell this product , This is saving Search costs .
Tens of thousands of sellers , Who is the cheapest ？ A price sorting button tells you the answer . This is saving Compare costs .
I like this product , How do I pay ？ WeChat 、 Alipay 、 Net silver …… Mobile payment , Economize Payment costs .
Compared with physical stores, e-commerce platforms , Less expensive rent and labor costs , You don't even have to press the goods , This is much less than the cost of physical stores , That is to say “8 element ” Transaction costs have been compressed , So under the premise of the same quality , Can sell lower than physical stores ！
Consumers' transaction costs have been reduced , So sales increased , So physical stores were hit by the Internet , Namely Mode innovation The impact of ！

This is it. “ Mode innovation ” The power of ！

3、 ... and 、 Product innovation

Product innovation ： The essence is to reduce User costs . Do you want to Think about whether you can make a good product , Truly meet the needs of users , The more money you save users , You can make more money by yourself .

such as ： Your flower 2 Yuan , Buy a rag , Come and wash the dishes , And the story of spending hundreds of yuan to buy a dishwasher to wash dishes .

Four 、 System innovation

Product innovation ： The essence is to use the same ability to meet the different needs of users . Specifically, there are five strategies 「 Subtraction strategy 」、「 Division strategy 」、「 Multiplication strategy 」、「 Task planning strategy 」、「 Attribute dependency policy 」 To achieve .

5、 ... and 、 Disruptive innovation

Disruptive innovation ： Through technology 、 Technological innovation , Make the same needs be met by different capabilities .

such as , Also from A To B The earth , We can walk to , You can also fly 、 automobile 、 ship 、 Even the aircraft arrived , But efficiency and convenience are different

Last , We are right. 5 An innovative thinking model , Make a simple summary .

If you want to make profits through innovation , We should think about ： Where are you in the model , Which position do you want to reach ？

Find your own 1 Cm width , Do a deep 1 km , Innovation will surely bring you huge profits and returns .

Reference link ： Product manager must read ： Five classic innovative thinking models