Get - logical thinking
No doubt, the success of logical thinking, for the subsequent development of the get a sizable number of users, but also for the core users "photographed", and get the core competitiveness of the fact that it is really ready-made, the clever Uncle Luo fat early found the The first thing I'd like to say is that I don't know what to do.
We know that nowadays knowledge-based products, the crowd is concentrated in two main battlefields, Zhihu and get. I can't help but ask what exactly is knowledge? Knowledge can bring considerable cash value and dividends? The trend is to make it a little more difficult to find the best way to get the most out of your life.
Analysis and positioning of paid users (end users)
1. The significance of the existence of knowledge is greater than itself
Knowledge itself does not have much value, and the value of knowledge lies in the process of generating it.
What is knowledge? Knowledge is what is produced by human beings through thinking, tentatively called 'fruit', and the process of production is recorded as 'thinking'.
The value of the fruit itself is limited and unsustainable, and it can also be said that the fruit is a consumable, disposable product with no life cycle. The essence of the existence of the fruit is its intrinsic causation, that is, the meta that induces us to think, the seeds within the fruit for later sustainable consumption.
The inducement of the fruit spawns the growth of the seed in thinking, which builds a complete framework of correct thinking, leading to a new fruit, or fruit tree, of its own. And compared to it, the initial fruits play a minimal role.
2 Human Nature and Knowledge Hedge
Carnegie has been talking about the weaknesses of human nature over and over again for many times, but there are not many people who really use it or will use it, and Uncle Fatty counts as one.
From the weakness of human nature for the time being extracted out of three points: profit desire inertia.
People's needs such as Maslow's needs five layers, there are horizontal and vertical as well as cross-steps, but the human tendency to profitability is indeed not hierarchical, to put it bluntly, everything is for the benefit of profit, and for the knowledge, such as the general public perception, as long as the A know the more, the higher your achievement B either go to the book, or go to the trip C bestsellers, success story, biographies of celebrities, not to be interested in the book, but sheer interested in how people succeed. The purpose is to tend to profit, only as knowledge as a tool, or fruit.
The simple desire to know, and the deeper desire and pursuit of a higher life, to fulfill one's own desires. The fast pace of life, only to give us the right to slow, when you want to rush to the same thing in a hurry, that you have lost interest in this, you just desperately want to get the results, compared to the thinking process of the long painful difficult boring metamorphosis, directly to get the fruits of the seemingly extraordinarily easy, and a brief sense of fullness and sense of accomplishment, the formation of 'thinking comfort zone '. Most people still like to get the established fruit, and avoid the tasteless thinking.
3 Hotbed of knowledge payment
The thirst for knowledge stimulates the desire to get knowledge. Crowds are in awe of the power of knowledge, keen on knowledge, greatly reducing the lower limit on knowledge acquisition.
Society, after all, the proportion of ordinary people is high, they have a great number, although each individual's assets but not much, and this, most of the recent decade for the college students, and they will become the main driving force of the consumption of the crowd, so what do they care? Ordinary college students, four years of college life of chaos, creating their confusion, they are also the most easy to blindly follow and be guided by a group of people.
From the ivory tower of the university, the face of the cruel reality, so that the thinking of the chaos of the three defective, they become restless, they long for the upper class life, but lamented the social unfairness, the body is not long; they are difficult to think, difficult to implement, their number of horrifyingly large, and will occupy the main market, they are still young, do not want to finish the whole life of the mediocrity, what do they need the most? What do they need most? I feel that they need a way to vent their insecurities and anxieties, unwillingness and pain, they long for a redemption, but this redemption must bypass their weaknesses, or is also to take advantage of their weaknesses, to achieve this self-constructed, self-directed and self-acted, a self-created "comfort zone", self-absorption.
Their parents, who lacked independent thinking, would have strongly favored or even joined them, because they were their projections and they were 'in awe' of knowledge. What is money compared to knowledge? Isn't that what everyone thinks?
Highlights
1. Thirsty for knowledge without shortcuts - mobile Internet (APP, public, lectures, offline activities, etc.)
2. Lack of knowledge, eager to learn, accurate and easy to understand information - 60 seconds to get XX skills. Two months from scratch to become a full-stack engineer cocoon, etc., time + characteristics (optimal) + target format
3. weak implementation capacity --- paid daily subscription, money to do oriented urging to learn, punching cards. External forces passive implementation.
4. No ability and perseverance, to avoid the thinking process, straight to the fruit --- between the fragmented years, does not require itself to pay too much endurance. Masters explain, how esoteric things can make you easy to understand, and concise, so that you think on the feeling of satiety, sense of accomplishment, and thus willing to buy more, and recommended to others.
5. Labeling, tell others about my learning status, show off and vanity --- sharing, free lessons, certificates, milestones
6. Get the "get" in the fast food is not --- fine book recommendations, selling books, and so on. --- Fine book recommendations, selling books. Loss of users must be transformed: to get aesthetic fatigue, the user will go to buy books, after, compared to the direct fruits, the thinking process is painful and bitter, away from the 'comfort zone', the user will slowly feel slow, boring, tasteless, and finally will join the queue to get the fruits, because this is very easy to learn, and the user will be able to get the fruits of the process. It's simple, concise, and it works fast.
Scarcity of hungry people, only fast food, where the food comes from is not important, and how to fine and not fine? If, the source is safe and the content is exquisite, it is unattainable!!!! If you don't share it with others, it's a loss to them, and even more so to you - moral abduction can also be used.
The above analysis, positioned to get the dead powder, but also 20% of the 80% of the value of the group, get the product and the idea is still good, will be used to learn a lot of things to make up for their own short boards, but, in the business world.
And such products, Zhihu get and so on, its function is not in the product, but in the user itself, for the information and knowledge of the self-filtering system for the establishment of the system, which requires a certain degree of thinking ability as well as the ability to digest, and these people are also to get the value of the 80% of the 80% of the creation of 20% of the users in the part of the value of the business value created by them, obviously, is minimal.
This article was originally published by @ZongWangYangTao in everyone is a product manager. Reproduction without permission is prohibited.
Title image from unsplash, based on CC0 protocol