产品经理的42个原则-原则28-Find Market Problems Worth Solving:发现值得解决的市场问题!

Visioning allows the product manager to see beyond what is currently considered possible and to start to think of completely new possibilities.

远景允许产品经理看到当前认为可能的事情之外的事情,并开始考虑全新的可能性。

A lot of people come up with new ideas all the time. Unfortunately, most of these ideas never make it to market because the underlying problem has not been clearly thought out and communicated. It may seem obvious that we would want to understand a potential problem before launching a product to solve it. Sadly, the reality is quite different.

很多人总是能想出新点子。不幸的是,这些想法中的大多数都无法推向市场,因为根本性的问题没有被清晰地考虑和沟通。很明显,在发布解决问题的产品之前,我们希望了解潜在的问题。遗憾的是,现实是完全不同的。

A better approach is to invest time to clearly describe the problem you have identified and then imagine a world where it has been solved. Observe your target market trying to complete tasks and ask yourself ridiculous questions that smash the limits of their current expectations.

一个更好的方法是花时间清楚地描述你已经确定的问题,然后想象这些问题已经解决的世界。观察你的目标市场,试着完成任务,问自己一些可笑的问题,打破他们目前期望的限制。

Find Market Problems That Are Worth Solving

发现值得解决的市场问题

This is often the hardest part of our job. We can get so close to our products that we no longer have the wide view to see market problems that are bigger than problems that are currently being addressed. Instead, we see the world through our products and often add new features to further enhance solutions to problems that have already been adequately solved. For a product manager, it is not the value of the technology that will add value to the business, it is the value of solving the market problem.

这通常是我们工作中最困难的部分。我们可以如此接近我们的产品,以至于我们不再有广阔的视野去看到比当前正在解决的问题更大的市场问题。相反,我们通过我们的产品看到世界,并经常添加新特征,以进一步增强已经得到充分解决的问题的解决方案。对于一个产品经理来说,为业务增加价值的不是技术的价值,而是解决市场问题的价值。

How do we find market problems worth solving?

我们如何发现值得解决的市场问题?

Watch people. See what they do and what frustrates them, wastes their time or money, or otherwise prevents them from completing a task that they are trying to perform. Listen to see if this is a pain point for other people.

看人。看看他们做了什么,什么让他们沮丧,浪费了他们的时间和金钱,或者阻止他们完成他们想要完成的任务。听听看看这是不是其他人的痛点。

James Dyson, for example, observed that vacuums were constantly getting clogged with dust and were losing suction. This was a problem for anyone wanting to quickly and effectively clean their house. After over five thousand failed attempts, he created the Dyson vacuum cleaner—a bagless vacuum that doesn’t lose suction as it picks up dust.

例如,詹姆斯•戴森(James Dyson)观察到,吸尘器经常被灰尘堵塞,并且正在失去吸力。对于那些想要快速有效地打扫房间的人来说,这是一个问题。在超过5000次失败的尝试之后,他发明了戴森真空吸尘器——一种不会因为吸入灰尘而失去吸力的真空吸尘器。

Describe the pain point that you find, tell a story about it, and describe the specific target market “persona,” then step them through the way that they currently try to complete their task. It should be as specific as possible and highlight the impact of their current “solution” in these current usage scenarios.

描述你发现的痛点,讲述一个关于它的故事,描述一个特定的目标市场“角色”,然后逐步通过他们当前努力完成他们任务的方式步骤化它们。它应该尽可能具体,并强调在这些当前使用场景中对解决方案的影响。

Imagine A World Where The Problem Has Already Been Solved

想象一个世界,这个世界中的问题已经被解决

This is the core of most good science fiction. Take a problem that has been solved by some advanced technology and explore the resulting world or environment.

这是大多数优秀科幻小说的核心。以一个已经被一些先进技术解决的问题为例,探索由此产生的世界或环境。

Apply the usage scenario where the pain point was identified and imagine the experience where it has been removed. What is that worth to the target market? Does it create a valuable change in these people’s lives? If it does, then there may be merit in actually finding a solution to the problem.

应用确定痛点的使用场景,并想象删除痛点的体验。这对目标市场有什么价值?它是否为这些人的生活带来了有价值的改变?如果是这样的话,那么找到解决问题的办法可能是有价值的。

Don’t Be Discouraged If The Solution Seems Impossible

如果解决方案看上去不可能,不要气馁

Most of the products that we use trivially today have been considered im- possible at some stage in the past. You may need to sell the vision to stakeholders to get their commitment. If the vision is clear enough, you will find people who want to work with you rather than tell you what can’t be done.

我们今天使用的大多数产品在过去的某个阶段都被认为是不可能的。您可能需要向利益相关者推销远景以获得他们的承诺。如果愿景足够清晰,你就会找到愿意与你合作的人,而不是告诉你什么是做不到的。

The benefit however of knowing that you have a valuable problem that is worth solving is that any effort that you do direct towards creating something new will have a clear market when it is solved and will minimize wasted effort.

然而,知道你有一个值得解决的有价值的问题的好处是,你所做的任何直接创造新事物的努力在它被解决时都会有一个明确的市场,并将浪费的努力降到最低。

Solving problems like this will create new value for the customer, make it difficult for the competition to catch up and create financial opportunities for the business.

解决这样的问题将为客户创造新的价值,使竞争对手难以追赶并为企业创造财务机会。



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