产品经理的42个原则-原则14:Creativity Opens Up More Possibilities:创造性开启更多可能!

Although apparently at odds with the relatively linear process that product managers follow to manage their products at different stages of the product cycle, creativity is an important aspect of the job.  Simple creativity techniques can be used to deal with problems on a day-to-day operational level.  They can be applied when trying to solve more complex business issues such as understanding the needs of your target market and how you can address their unmet needs, and ultimately increase market share for your product.

尽管表面上看,产品经理在管理产品生命周期的阶段是有差异的,与之相关的线性过程也是有争议的,但创新力是工作的一个重要方面。简单的创新力技巧能够用来处理日常操作层面的问题。当试图解决更复杂的商业问题时,它们可以被应用,比如了解目标市场的需要,以及如何解决它们未满足的需要,以及最终增加产品的市场份额。

As product managers, we all have tough expectations to meet to make the products we manage be the most competitive in the market and to deliver the highest possible usage rates and revenue growth; and we have to do all this with limited resources and tight timelines.  Allowing yourself to tap into your creative instincts can give you the edge to help you successfully deliver on your goals.

作为产品经理,我们都有严格的期望,要让我们管理的产品成为市场上最具竞争力的产品,并完成尽可能高的使用率和收入的增长;我们必须用有限的资源和紧迫的时间线来完成这一切。让自己利用你的创造性本能可以让你有优势,帮助你成功地实现你的目标。

One of my favorite tools for problem solving as both a designer and product manager is mind mapping.

作为设计人员和产品经理,我最喜欢的解决问题的工具之一就是思维导图。

Start off with a blank sheet of paper and summarize part of the problem you are trying to solve in just one word.  This is your starting point for developing multiple associations with the keyword. This simple act of distilling the problem into just one word not only enables you to focus on just one aspect at a time, but also forces you to break down the key drivers of the problem.

从一张空白的纸开始,用一个词总结一下你要试图解决的部分问题。这是使用关键字开发多个关联的起点。这个简单的方法将问题提炼成一个词,不仅能让你一次只专注于一个方面,还能迫使你分解问题的关键驱动因素。

With each keyword or concept that you start mind mapping, develop as many branches and sub-branches of keywords associated with the original keyword as possible. This stage of the mind mapping aids the process of fundamentally shifting the way you view the issue at hand.  You’ll be surprised with the number of concepts you can come up with in a very short amount of time if you let your mind explore all the possibilities that may be totally unrelated to the broader issue that you are trying to solve.  Associations on the various branches can be metaphorical.  The metaphorical associations are often the source of inspiration for fresh approaches.

用每个关键字或概念开始你的思维导图,尽可能多地开发与原始关键字相关的关键字的分支和子分支。思维导图的这一阶段,有助于从根本上改变你看待问题的方式。如果你让你的大脑去探索所有可能与你想要解决的更广泛的问题无关的可能性,你会惊讶于你能在很短的时间内提出的概念的数量。不同分支的关联可以是隐喻性的。隐喻性的联想通常是新方法的灵感来源。

When trying to approach more complex problems, mind map as many aspects of the problem as required and select the keywords on the sub-branches that are conceptually strong enough for you to investigate further. The further the sub-branch concepts are from the original keyword, the better.

当尝试处理更复杂的问题时,请根据需要将问题映射到问题的许多方面,并在子分支中选择关键字,这些子分支在概念上足够强大,足以让您进一步研究。子分支的概念来自于原始的关键字,越好。

An alternative to developing new concepts and solutions may be studying parallel universes that are completely unrelated to the product you manage, or even your industry sector. It may be an area of expertise you have in other aspects of your life or an established body of knowledge that you can tap into further through research.

开发新概念和解决方案的另一种选择可能是研究与你管理的产品完全无关的平行宇宙,甚至是你所在的行业区域。它可能是你生活的其他方面的专业知识,或者是你可以通过研究进一步深入了解的知识体系。

I recently referred to parallel universes when I was developing new market opportunities. I tapped into my role as a mother, considering the unmet needs of parents when it comes to child development, as well as my knowledge of the abundance of educational products that are available to Japanese children that are not available in my local market. The result of this exercise is the initiation of a dialogue with a potential new business partner.

最近,当我在开发新的市场机会时,我提到了平行宇宙。我试图把自己当成一个母亲的角色,考虑到父母在儿童发展方面的需要未得到满足,在我本地市场上,我的丰富的教育产品的知识是有用的,但是对于日本孩子却是没用的。这一做法的结果是启动了与潜在的新业务伙伴的对话。

The technique described above can be used individually or collaboratively for problem solving.

上面描述的技术可以单独使用或协作来解决问题。

It’s a great way to guide teams to explore all possibilities, without people feeling ridiculed by thinking “outside the square.”  It enables people to build on each other’s ideas constructively, coming up with multiple solutions that you may not have been able to come up with so easily on your own.

这是指导团队探索各种可能性的好方法,没有人会因为“在广场之外”而感到被嘲笑。“它使人们能够建设性地建立彼此的想法,想出多种解决方案,而这些解决方案可能是你自己无法轻易做到的。”

Like anything, creativity is developed through practice. Continually practicing methods such as mind mapping and researching parallel universes when trying to come up with original ways of approaching a problem will open up many untapped possibilities.  It is an efficient way of discovering alternative approaches and fresh marketing messaging, as well as delivering unique solutions during the problem solving process—all critical aspects of the product manager’s role.

像任何事情一样,创造力是通过实践来发展的。当试图找到解决问题的独特方法时,不断地练习诸如思维导图和研究平行宇宙的方法将会打开许多未被开发的可能性。这是一种有效的方法,可以发现替代方法和新的营销消息,并在解决问题的过程中提供独特的解决方案——这是产品经理角色的所有关键方面。



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