(1) The product capability will give you confidence;
(2) The product capability is to train you to: judge the information, seize the key points, integrate the limited resources, package your value into a product to deliver to the world, and get the return.
(3) The process of ordinary people becoming product people is the process of learning to build a cognitive framework.
(4) Product people recognize only one thing - user-driven.
(5) Product thinking in the end what
1) teach you how to observe, how to judge;
2) how to establish a systematic ability to deliver a certainty to the user;
3) how to establish the ability to interact, and then in the continuous connection and iteration, to deepen the relationship between you and the user.
(6) Through this course, I hope to help you have
1) a pair of keen eyes to find pain points and breakthroughs;
2) a pair of hands to optimize and start to change;
3) a pair of empathy to understand human nature.
Looking at a person, or looking at a product, you can make observations and judgments from the surface to the inside of the five layers: the perception layer, the role layer, the resource layer, the circle of competence and the sense of existence.
(1) biological emotions: pleasure, displeasure, anger, fear
1) acquired knowledge skills reasoning logic are one App
2) internal pleasure, fear is the operating system
(2) a very important word - satisfaction
1 ) whether a product is good or not
2) whether your relationship with a person is good or not
3) what you know about yourself - where you don't get bored is where your talent lies
(3) Pleasure and Displeasure
1) Pleasure is to be satisfied
2) Displeasure Then it's unpleasant
(1) Anger
1) Feeling that one's boundaries are being violated
2) One's boundaries are the boundaries of one's own sense of being
(2) Fear
1) Essentially, anger, anxiety, and shame are all a form of fear
2) Fear is the boundary that traps one
3) Fear is motivation
4) Fear is a pain point
Either make a product that is pleasurable to the point of euphoria, or make a product that can help people resist fear
(3) How to find an access point for a product / How to change your life?
Facing fear head on
(1) Why do users talk out of turn?
People will selectively say what they feel is right based on the role they play, the scenario they are in, and their personal cognitive judgment.
(2) The beginning of a good product manager
1) Experience the emotions and subconsciousness of various people
2) Not be confused by what a person says based on role-based communication
3) See the real choices that people make based on their subconsciousness
4) Sales is to break down the user's defenses, and a product manager does not let the user activate the defenses at all
5) The user's defenses are not always in place, and the product manager does not let the user activate the defenses at all
6) The user's defenses are not always in place. Defense
(3) the product is a passive art
1) because the product can not be like a real person to educate the user, to persuade the user, can only be static waiting for the user's choice
2) so, to do with the user's subconscious product, do not let the user think, do not stimulate the user's defense.
(4) How is the subconscious formed?
1) Childhood: childhood patterns of interaction with those close to you pretty much dictate lifelong patterns
2) Hypnosis: smile and repeat to bypass defenses
(1) How are we trained to be characters?
1) Define the goal: only pee on the mat
2) Establish fearful boundaries: peeing elsewhere will get you reprimanded
3) Put in clear markers: peeing on the mat is the right thing to do
4) Give bonuses to create path dependency: peeing on the mat is rewarded
5) Repeat over and over again
(2) Product managers How personas should be viewed
1) Abandon role-based expectations of users
2) Abandon envisioning what users are "supposed" to do
3) Zhang Xiaolong: the goal of a good user experience is to be natural. Establish new observations
③ Difficult to control emotions, passionate, charismatic
④ Poor sense of time, egotistical and selfish
(2) Ego and Self-Regulation
1) People motivated by pleasure tend to be egotistical
2) People motivated by fear tend to be self-disciplined
3) Egotistical people are concerned with themselves, and self-disciplined people are concerned with external boundaries and rules
4) Ego people are better suited for products
5) Creativity is an extension of the ego, control is an extension of self-discipline
(1) Difference between ordinary people and rich people
1) Ordinary people are hard-working and calculating, and care about every point in the moment
2) Rich people are adept at the rise with the help of facets and bodies
3) Who is this surface competing with, and how can it unfold?
4) What economy is this face on?
5) This economy, is it rising fast, or is it sinking?
(1) girls dating three suggestions
1) dress to be feminine
2) do not try to show themselves, plain as water can be
3) when appropriate, take the initiative to end the date, such as the other party does not renew the appointment, give up
(2) seek the potential, not to blame
1) to do a thing does not lie in how strong you are, and lies in the You have to go with the flow, push a thousand pounds of stone on top of ten thousand feet
2) The choice of life is far more important than the effort
(1) pain point
hit people's fears
(2) cool point
what the user needs, you can instantly satisfy him
(3) itch point
to meet the user's imaginary self
(3) the point of
to meet the user's imaginary self
(1) Sheep and grass
1) First there must be the first sheep
2) This sheep is having a good time and gets instant gratification
3) More sheep can be brought in, i.e., the product can be promoted
(2) Daming, Dum Dum, and Xiaolong
1) Baidu serves Daming, with a clear need that's sensitive to price
2) Taobao service Dumbo, nothing to do to shop
3) Tencent service Xiaolong, to help you pass the time
(1) scene
1) a field is time plus space
2) the scene is the scenario and interaction
3) only can trigger the user's emotions, the scene, is the entrance to the traffic
4) the core of the Internet business competition
(2) 7 questions to ask when planning a product
1) What problem does my product solve? Is it a pain point, a pleasure point or an itch point?
2) Who am I solving this problem for? Is he getting instant gratification? This is the question of user profiling.
3) How many people need to solve this problem? This is the question of market size.
4) How are people currently solving this problem? This is the question of competitive analysis.
5) Why is my competitive solution winning the market competition? You do not simply look at the competitiveness of a single point, but look at the dots, lines, and bodies, and who empowers you.
6) What kind of scenarios will users trigger emotions? Need to immediately go to solve the problem, this is the scene problem.
7) When the user encounters a problem, which name will come to mind?
(1) Overall process and certainty
1) Users don't need a hole-punching machine, they need a hole in the wall;
2) Think about what you can offer the user
3) The key: consistently provide certainty that the user can rely on
(2) Certainty in the ATM
The first thing is that you have a product in the First, where does your product fit into the "dots, lines, planes, and bodies"?
Second, what kind of certainty are you providing?
Third, in order to ensure the stable provision of certainty, what are the system capabilities you need to include? And do you have the capital and capacity to support them?
(1) Business is a product of the efficient division of labor in society, and the only thing that can be done is fast.
(2) The competition of enterprises in the Internet era is actually a competition of efficiency.
(3) Lei Jun: Internet thinking is the most critical two points: user experience, efficiency.
(1) the first product version try to design a simple function, straight to the heart;
(2) product complexity reflects the product manager's lack of self-confidence;
(3) the product design should find the kernel, small steps, fast iteration, not to hold back the big move.
(1) iteration, the core function is the most important
(2) a product, a company, a city are the product of iteration;
(3) today you are in a point of what kind of position is not so important, the important thing is that you choose to how to iterate;
(4) from a good kernel to start, and to do a good job once a tiny iteration, you can accomplish Your product, your life.
(1) Alibaba: Leadership is the ability to lead people through life and death;
(2) In the face of the test of life and death, we can only rely on leadership;
(3) The core of leadership is to identify the "key tasks", and then mobilize people to go through life and death.
(1) Strategic presence layer
1) What do we want to get from this product?
2) What do our users want with this product? Why do they rely on us
?
(2) Capability Circles
1) What are we trying to do, and what kind of certainty are we specifically trying to provide?
2) What are the things we don't do, and what are the things we are determined not to touch.
(3) Resource Structure Layer
Mao Zedong: who is our enemy, who is our friend
(4) Role Framework Layer
For the website is the framework, for the human world is the role;
(5) Perception Layer
(1) User Experience Map: by drawing a map, in a storytelling way, from a specific user's point of view, to record the complete process of his contact, access and interaction with the product or service.
(2) How to draw a UX map
1) a complete portrait of the persona
2) a clear description of the user's goals and expectations
3) service touchpoints
4) the user's use path
5) the user's emotional curve
(3) two core ideas
1) the story is more important than the data
1) the story is the most important thing. is more important than data
2) A good product starts with a good story
(1) Service blueprints address the resource structure and role framework
1) User experience maps are centered on user emotions
2) Service blueprints are centered on service processes
(2) What a service blueprint actually does
1) At a glance: The first time to let the user see their goals at a glance
2) a path: the product should have a clear path
3) three points: peak, end value and tolerance bottom line
(1) the design of the mechanism of addiction to the user is to incentivize the user with the product;
(2) intrinsic and extrinsic incentives need to be alternated;
(3) the main point lies in lowering the threshold and giving users a sense of accomplishment.
(1) The name is a mantra, a good name can summon the feelings of the human heart;
(2) Lei Jun said that word of mouth is to do things over the top;
(3) word of mouth, is to design a sentence for the consumers to say when they pass on the word of mouth.
(1) The Internet is not a stock competition, but an incremental competition;
(2) Yu Jun's formula for user value: user value = new experience - old experience - replacement cost; (3) In the stock competition, the big companies are more dominant, and the entrepreneurs can only innovate;
(4) The new company has to look for the blue ocean market, and look for the incremental market where there is no big brother, and where the user experience is zero.
(1) The future is here, it's just unevenly distributed;
(2) The important thing about innovation is to face the pain and get up and go;
(3) If you are in pain about something, you might as well go around to other areas.
(1) There are two kinds of new elements
1) On the basis of the existing experience, the use of new elements, such as the latest technology, to enhance the user experience, or change the cost structure.
2) Using new elements in other fields generated by the upgrading of the entire social economy and industrial upgrading to change the inherent business logic.
(2) the flow of physical business innovation
1) good location can be obtained through the cooperation of the franchise, the Internet company for the "landlord" empowerment;
2) the use of crowdfunding to turn the simple "consumer" into a loyal "investment consumer". "
3) IP cooperation, bring their own traffic.
(1) The three-stage rocket of the Internet company
1) the first level, the head traffic;
2) the second level, precipitating a certain type of user's business scenario;
3) the third level, to complete the commercial closed loop.
(2) the necessary conditions to play the three-stage rocket
1) the first stage of the rocket must be used in a high frequency;
2) after obtaining a large number of users through the first stage of the rocket, it is necessary to quickly develop a commercial scene that can precipitate the users;
3) the person who is in charge of the three-stage rocket must be a person who has accumulated a certain degree of potential energy.
(1) a business, success is also a value network, failure is also a value network;
(2) there are three roles in the value network: customers, rivals, investors, they will not only achieve you, but also bind you;
(3) a business will form their own way of thinking about the problem of the positive special, that is, the organization of the mind, once formed, it is difficult to change.
People's ability is divided into three
1) mesoscopic set: from the big company to learn to do the tricks;
2) microcosmic sense: long practice, practicing the judgment of the master;
3) macro capabilities: the ability to lead a large team to fight a big battle.
(1) Make the lesson into a set of playing cards
1) The king of hearts is certainty, the king of minors is dependence;
2) The king of hearts is uncertainty, and the king of spades is a dotted line.
(2) Jack Ma's view of organizations
1) Third-level organizations are *** with rules;
2) Second-level organizations are *** with interests;
3) First-level organizations are *** with beliefs, such as the story of the early days of the ****-producing party;
4) Top-level organizations are the most affectionate, such as the Peach Garden.
(3) The logic of life is greater than the logic of business
1) Business is profit-centered, life is meaning-centered;
2) Do what you have inner certainty.
(1) The era of the Internet is over;
(2) After 2018, the new opportunity belongs to the technology companies and new brand companies with the Internet as the infrastructure;
(3) The era of China's native brands blowing up, may you be in the bureau.
(1) money-making, the core is the current spread, cash spot, will be the capital to seek profit;
(2) worth the money, the core is the structural value, which is realized in the time of a certain future;
(3) the strategic ability: to be able to see a larger space and time, the pattern of the industrial structure and even the social structure of the pattern of change;
(4) to do to make money, or to do things worthwhile. (4) to do money, or to do valuable things, there is a window period, the times are always changing;
(5) to make money is difficult to stop; valuable things, it is difficult to see the future of the new industrial structure, and then go all out to build out the fastest speed.
(1) Origin: the most important thing is to find your true origin, and find what kind of things make you happy.
(2) **** the same body: how to lead to success? First of all, you have to not collapse, and secondly, you have to establish a mutual trust mechanism with others.
(3) four layers: action layer (to complete the action, optimize efficiency), task layer (to coordinate the action, to complete the target), strategy layer (to implement the strategy, allocation of resources), vision layer (to develop a strategy, get the resources).
(4) Dots, Lines, and Bodies: All of your life's happiness comes from self-acceptance, and even if you lose everything, you can start over from square one.
I learned this course of study is very utilitarian, is trying to seek a Internet product specialist position, want to enter the door in the field of product, unfortunately, after I finished learning, I think I'm too much difference, a kind of heavy and far feeling, want to switch to the product, is not an overnight can be completed? Most of the enthusiasm at the beginning is just the mentality of "ignorance is fearless". But this course really reconstructed my cognitive framework.