产品经理的42个原则-原则20:Clarify Product Positioning:清晰产品定位!

An essential starting point for solving many product management problems is a clear positioning statement

解决许多产品管理问题的一个基本出发点是一个清晰的定位声明

In every company there is a constant dialogue of ideas from sales, marketing, and development on how to improve sales, handle changes in the market, and beat competitors. Combine this situation with limited resources and you are forced to figure out the best set of trade-offs. Most of the ideas will have some merit in isolation, so you need a good filter through which to keep, modify, and discard ideas. The positioning statement provides the first filter because it defines what you are and any idea either needs to reinforce that identity or move you down a path defined by your vision. Everything else is a distraction, or the basis for a new product.

在每一家公司中,都有针对提升销售、处理市场变化和击败竞争对手的关于销售、市场营销和开发的理念的持续对话。将这种情况与有限的资源结合起来,您就必须找出最佳的,可以权衡的方案。孤立的看,大多数的想法都是价值的,所以你需要一个好的过滤器来保存、修改和丢弃想法。定位声明提供了第一个过滤器,因为它定义了你是什么,以及任何需要加强一致性的想法,或者将您跟随你的愿景沿着定义好的路径前行。其他的一切都是一种干扰,或者是一种新产品的基础。

The positioning statement is what you say if someone with a minimal understanding of your industry asks what your product is

定位声明就是你所说的是否有一些人以最低限度的理解你的行业并问你产品是什么

If you had to answer in one sentence the positioning statement for McDonald’s, it would be the “world’s largest fast food chain.” From those five words my listener knows that it is a restaurant chain, but not high-end, the company is all about market reach, it is not a specialty chain, it competes internationally, and it is number one in market share. At this point, the listener has the big picture and everything else I say fills in details.

如果你必须用一句话来回答麦当劳的定位声明,那它将是“世界上最大的快餐连锁店”。“从这个声明中,我的听众知道这是一家连锁餐厅,但不是高端的,公司到达各个市场,它不是一个有特色的连锁店,它在国际上竞争,它在市场份额上排名第一。”在这一点上,听众就有了一个整体的画面,我说的其他内容都包含了细节。

Creating a positioning statement forces you to figure out what you are best at, where you are in the hierarchy, and exactly what you are selling

创建一个定位声明会迫使你找出你最擅长的,你在等级中的位置,以及你所销售的东西

If you don’t like your answer for any of those three elements then you have a good idea where you need improvement. A good statement also helps you filter all the ideas that need to be taken seriously and which should be rejected. This includes pricing, promotions, target market, partnerships, feature sets, etc. Once you know where your weakness is, then you know where to focus attention.

如果你不喜欢针对这三个要素中的任何一个你的回答,那么你就需要有好的想法去改进它。一个好的声明也可以帮助你过滤掉所有需要认真对待的想法,哪些应该被拒绝。这包括定价、促销、目标市场、合作伙伴、特征集等等。一旦你知道你的弱点在哪里,你就知道在哪里需要集中注意力。

It is likely you are already using this process intuitively, but doing it more explicitly will help you defend your decisions, especially if you are rejecting an idea that sounds good in general but does not feel right for your particular product. Chasing mediocre ideas is always a drain on resources, but it is hard to reject them unless you have a better idea or can show that they will not solve the real problem.

很可能你已经在直观地使用这个过程了,但是更明确地做这件事将有助于你捍卫你的决策,尤其是如果你拒绝一个听起来不错,但是对特定产品感觉不太好的的想法。追逐平庸的想法总是会消耗资源,但除非你有更好的想法,或者表明他们不会解决真正的问题,否则很难拒绝它们。

To write a good statement, start with the following questions:

要写一个好的声明,首先要回答以下问题:

Where do you provide value?

你提供的价值在哪里?

What are you the best at in the industry?

在行业中你最好的是什么?

What exactly do you sell?

你到底销售什么?

Now write the long version of the positioning statement, a couple paragraphs if necessary. This gets the idea into writing and captures the important elements. Next, start refining it to a few sentences and finally one sentence. The longer versions will be useful, so keep them. The exercise will generally force you to think about your vision, your limitations, the market, and your competitors. If sales are lackluster, there is a good chance you are in a weak market or your rank in a good market is too low to thrive. Your goal is to position yourself as number one in some market segment, a position of strength from which you can grow.

现在,写一下定位声明的长版本,如果有必要的话,会有几段。这就把这个想法变成了写作并捕捉到重要的元素。接下来,开始将它精炼成几个句子,和最后一个句子。较长的版本是有用的,所以要保留它们。这个练习通常会迫使你去思考你的愿景,你的边界,市场,和你的竞争对手。如果销售低迷,你很有可能在一个疲软的市场,或者你在一个好的市场上的排名太低,而无法繁荣起来。你的目标是把你自己定位成一个市场细分的第一,你可以在这个有力的定位上成长。



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