The Importance of Failing

The Importance of Failing

失败的价值

Recently a friend of mine sent me a link to this short video from totally outside of the technology field (自己想办法去看啊,呵呵。 http://www.youtube.com/watch?v=HhxcFGuKOys). The video is called “Why You Need to Fail” and it’s by Derek Sivers. Even though the examples are from very different domains, I thought that this short video very eloquently made one of the most important points in creating great products, and I strongly encourage all of you to watch it (especially the second half).

近日,我的一个朋友从完全的技术领域之外发给了我一个关于短视频的链接。视频的名字是“你为什么需要失败”,来自Derek Sivers。尽管这个例子来自完全不同的领域,但是我认为这个短视频非常有说服力地指出了在创建伟大产品上最重要的一点,我强烈地鼓励所有的朋友都去看看它(尤其是第二部分)。

Really. Go watch it and then come back.

真的。看完后再回来。

I argue with product owners and designers about this all the time. I’m constantly pushing them to just take their ideas and get them in front of users and customers, and to do this quickly – generally much more quickly than they are comfortable with. I’ve written many times about this fundamental concept.

一直以来,我都在和产品经理和设计师针对这进行讨论。我经常推动他们去获得他们的想法并让他们呈现在用户和客户面前,快速地去做-那么一般要多快他们才是舒服的。我曾经针对这些基本概念写了很多次了。

Note that I’m not suggesting they ship what they’ve come up with in only a few days (although sometimes I do), but rather, I know that the real learning starts once you put your ideas in front of real users. And all this time we spend trying to get it just right takes away from the time we have for real learning, and mostly we’re just digging a deeper hole.

注意,我不是建议他们在短短的几天里就交付他们的想法(尽管有时我这么做了),确切地说,我知道真正的学习开始于一旦你把你的想法呈现在真正的用户面前。我们花费所有时间去试图让它减少我们已经真正学习的时间,大多数情况下,我们正在挖一个深深的洞。

There are some people that get hung up on the “fail fast” wording because they think it gives people encouragement to give up fast. When I read his article it was actually April 1 and I thought he was joking, but unfortunately he wasn’t. And this is a smart guy so I don’t doubt him when he says that he has met entrepreneurs that are confused by this. But of course the whole point is that by failing fast we can actually dramatically increase our chances of getting to success.

有些人全神贯注于“fail fast”这个词汇,因为他们认为它鼓励人们放弃快速。当我读到他的文章时,恰好是在4月1日,我认为他在开玩笑,但是不幸的是,他不是。这是一个聪明的家伙,因此我没有怀疑他,当他说他曾经遇到一些企业家在此纠结。但是事情的关键在于通过快速的失败我们确实能够戏剧般地增加获得成功的机会。

I personally prefer the language around “learning fast” but when you tell product people they need to fail fast it does help to prepare them to show their ideas early, and understand that it is normal that it takes several attempts before they can expect to have a solution that actually works for the users.

我个人更喜欢还是围绕“快速学习”来表达,但是当你告诉产品人员他们需要快速失败去帮助准备他们去早点显示他们的想法,并理解它是正常的,它会带来几种尝试,在他们能够期待有一个解决方案确实是为了用户之前。

In the UX community we have long had some old-school people out there that didn’t quite buy this, for various lame reasons. So I was very happy to see that Jared Spool recently published a very clear, compelling and what will be for many of his readers a controversial piece acknowledging their findings of where the real learning happens.

在UX组织中,我们长期以来就有一些老派的人不去买这些,因为各种各样无说服力的原因。因此,我非常高兴地看到Jared Spool近来发布一个非常清晰、引人注目,对于他的大多数读者,一种颇具争议承认他们正在发现真正的学习将发生在这里。

If you are on one of the many teams that I work with, you already know that my biggest hot button is when I find that a user test happened and the product owner and designer were not present at the test, or if they were, if they were not allowed to interact directly with the user.

如果你是和我工作的许多团队中的一个,你已经知道我最大的热点按钮是当我发现一个用户测试发生并且这个产品经理和设计师没有提出这个测试,或者他们做了,或者他们没有被允许和用户存在互动。

I am hoping that Jared’s article puts the final nail in the coffin for the long obsolete concept of not including product owners or designers at user tests.

我希望Jared的文章把老旧的观点最后顶死在棺材里,不包括在用户测试上的产品经理或者设计师。

There has never been a better time to work on products. The technology, the platforms, techniques from lean startups, customer discovery, product discovery, and agile development are all combining to help a capable product team learn faster than ever, and converge on our ultimate goal which is to create a product we can be proud of and that our customers love.

从来没有一个更好的时间去做产品。技术、平台、技巧来自于学习的开始,客户发现,产品发现,和敏捷开发都完全结合去帮助一个有能力的产品团队比以前更快地学习,聚合于我们最终的目标上,这个目标就是创造一个我们能够为之骄傲和客户热爱的产品。

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