产品经理的42个原则-原则10:Focus on the Needs of Your Market, Not Just Individ:专注于你的市场需求,而不仅仅是个体的需求!

Product management seems to start out so easily—you identify a need for a product, you build it, and you start getting customers. Then things get complicated. Current customers start asking for changes to existing features. Sales starts creating a list of “must haves” for the product that will help them close that elusive next deal.

Competitors start popping up, copying your product but also adding new features that threaten to steal your user base. Executives come up with “brilliant” ideas that they want included in the next release.

产品管理似乎很容易就开始了——你确定了对产品的需求,你构建了它,并开始得到客户。然后事情就变得复杂了。当前的客户开始要求对现有特征进行更改。销售开始为产品创建一个“必须要有”的列表,这将帮助他们关闭难以捉摸的下一笔交易。

竞争对手开始出现,复制你的产品,但也增加了一些新特征,威胁要夺走你的用户群。高管们提出了他们希望在下一个版本中包含的“聪明”的想法。

On an almost daily basis, product managers face requests for new features and product changes.

几乎每天,产品经理都会面临新特征和产品变更的要求。

Attempting to address or even track all of them is an uphill battle that no product manager can hope to win. We are conditioned by pithy phrases like, “The customer is always right,” and mantras like, “customer focused,” to assume that everything a customer requests is reasonable, and that not reacting to it is a capital offense.

Unfortunately, this mentality just compounds the problem.

试图处理甚至追踪所有这些问题是一场仰攻,没有一个产品经理能够希望获胜。我们习惯于“顾客永远是对的”这样简洁的短语,比如“顾客至上”之类的咒语,认为顾客的要求是合理的,而不去回应则是一种重要犯罪。

不幸的是,这种心态只会加剧问题。

Product managers succeed when they stop responding to specific demands from individual customers and start listening to the market as a whole.

当产品经理停止对单个客户的具体需求做出反应,并开始倾听整个市场的时候,产品经理就会成功。

Current customers are an incredibly important constituency— though not the only one. It’s very easy to find out what they like and dislike—in fact, it’s sometimes hard to avoid hearing what they think! The only problem is that they’re already your customers, and, undoubtedly, you have more potential customers than you have current customers. How are you going to grow revenue by just serving your existing base? How are you going to expand into new markets when you’re not focusing on what those customers need?

当前的客户们是一个非常重要的支持者——尽管不是唯一的一个。很容易发现他们喜欢什么和不喜欢什么——事实上,有时候很难避免听到他们的想法!唯一的问题是,他们已经是你的客户了,毫无疑问,你的潜在客户比你现有的客户要多。你将如何通过仅仅服务现有的客户群来增加收入?当你没有关注那些客户需要什么的时候,你将如何开拓新的市场?

As a product manager, I’ve always learned a lot more about what can be done to improve my product by talking to people who are not buying it, and people who are buying it and then not using it. When you ask a current customer what they don’t like about your product, they’ll likely point to things they don’t like which they think should be added or fixed—things they discovered after purchasing it and which they feel should be improved “for free.” Talk to a competitor’s customer, however, and they’ll tell you why they didn’t buy your product, and what you would have to do to your product to make it worth purchasing. Talk to a customer in a totally new market segment, and they’ll tell you what their problems are and how much they’d pay to have them resolved. That’s practically money in the bank!

作为一名产品经理,我一直在学习如何通过与不买它的人,以及购买了但是却没有使用的人交流,这会有助于改善我的产品。当你问一个当前的客户针对你的产品,他们不喜欢什么的时候,他们很可能会指出他们的不喜欢之处,他们认为应该添加或修复——他们在购买后发现的东西,他们觉得应该“免费”改进。然而,与竞争对手的客户交谈,他们会告诉你为什么他们不买你的产品,以及你需要对你的产品做些什么来让它值得购买。在一个全新的细分市场中与客户交谈,他们会告诉你他们的问题是什么,以及他们愿意花多少钱让他们解决问题。这事实上就是银行里的钱!

When you start looking at the market as a whole, you start identifying opportunities to really identify solutions that will provide value.

当你开始把整个市场看作一个整体时,你就会开始寻找机会去真正地找到能够提供价值的解决方案。

Rather than just making an improvement that will address a specific pain point for a few customers, you start to find opportunities to grow your business and make you relevant to a much bigger potential customer base.

你不只是要做一个改进,解决几个客户的具体痛点,你应该开始寻找机会来发展你的业务,让你与一个更大的潜在客户建立联系。

Current users will tell you where their pain points are today, though they won’t tell you where their pain points will be three years from now.

现在的用户会告诉你他们的痛点在哪里,尽管他们不会告诉你在三年后他们的痛点会在哪里。

They can’t tell you about the problems facing another industry; they won’t be able to tell you about what upcoming technology innovations will change their operations; and they don’t know why people aren’t buying from you. Requests from your existing customer base are not to be ignored, especially when you are dependent on them for ongoing revenue (e.g., subscription based products, software-as-a-service). However, evaluate them in the bigger context of the market as a whole.

他们不能告诉你另一个行业面临的问题;他们将无法告诉你即将到来的技术创新将会改变他们的运作;他们不知道为什么人们不买你的东西。来自现有客户群的要求不能被忽略,特别是当您依赖于它们作为持续收入的时候(例如,基于订阅的产品,SAAS)。但是,评估它们要在一个更大,作为整体的市场中进行。



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