Create Successful Products by ‘Getting in the Van’

Create Successful Products by ‘Getting in the Van’

走出去,创建成功的产品


I was going to write an article titled “The Soul of a Product” this week emphasizing the importance of design. But then, my plans changed as I went to an event organized by the Silicon Valley Product Management Association this past week.

我这周正在写一篇名为“产品的灵魂”的文章,该文强调的是设计的重要性。但是,上周我参加了SVP组织的一个活动后,我改变了我的计划。

In that event, Michael Sippey, the VP of Products at Six Apart (a blogging software company whose product ‘Movable Type’ powers my blog) gave an excellent speech on product management.

在那个活动中,Six Apart的VP,Michael Sippey就产品管理做了一个非常精彩的演讲。

The best way I can think of to summarize his speech is: “Get everybody in the van, and do a DILO”! Actually I can think of better ways – but this is a pretty catchy way (I think!) to get you to read further so you can understand what the heck that means.

我认为他的演讲简而言之就是:“Get everybody in the van, and do a DILO”。的确,我能想到好一些的方法,但是,这是一个相当让人印象深刻的方法(我认为)去阅读后面的内容,也会让你明白heck意味着什么。

It is well worth it, so let us get going.

这是非常有价值的,因此,让我们开始吧!

Getting Everybody in the Van

把每个人都塞进厢式货车里

Michael’s speech was focused on how things have changed dramatically from the beginning of his career at companies that made packaged software, to now – where he is managing a hosted software product (TypePad).

Michael演讲的焦点在于,他的职业生涯在公司内始于套装软件,而现在在公司内,他则在管理托管软件(TypePad),这其中的变化是如何戏剧性的发生的。

Michael talked about how much many of the product practices have changed – such as 24-month release cycle vs 2-week release cycle, extensive specification documents vs lightweight specifications using wikis, building a product vs iterating a service, etc. He said the one thing that hasn’t changed at all is “Getting everybody in the van”. What did he mean by that?

Michael谈到许多产品实务已经发生改变-例如24个月的发布周期相对于2星期的发布周期,广泛的规格文档相对于使用wiki的轻巧说明书,构建一个产品相对于重复一种服务,等等。他说到,有一件事情还没根本改变,就是“Getting everybody in the van”。这句话的意思是什么呢?

When he started his career in a successful financial software company, one of the key lessons he learned was the importance of understanding customer needs. The way that company did this is by visiting customers at their offices and observing them work. They would get the product manager, engineering manager, and other relevant personnel into a van and drive to the customer sites.

当他在一家成功的财务软件公司开始职业生涯的时候,他学到的关键一课就是理解客户需要的重要性。公司的做法是通过到客户的办公室拜访他们,并观察他们的工作。他们将产品经理、技术经理以及相关的人员装到厢式货车里,然后开车到客户的地方。

Once there, they would watch them work and ask them questions to understand what needs they have – which ones are being met by their products and which ones are not. This practice enabled them to constantly enhance their products to keep their market lead, as well as create successful new products by unearthing unmet needs.

到了那里,他们就会观察客户工作,问客户问题来了解他们需要什么-他们的产品已经满足了哪些,没有满足哪些。这个实务能够让他们不管改善他们的产品来保持他们市场上的领导地位,同时也能够发现未满足的需要从而成功创造新的产品。

When they had a new idea, Michael said (I’m paraphrasing):

当他们有一个新的想法的时候,Michael 说道:

“When we had a new idea, we had to call and set up meetings with 30 prospects. If you don’t get 30 prospects to agree to a meeting about a product idea, you don’t have much of a product idea.”

Well said Michael! All high-tech companies would be well advised to practice this.

“当我们有一个新的想法的时候,我们只有有了30个潜在客户的时候才会去召集开会。如果你没有30个潜在客户就同意针对产品想法开会,你也不会有什么了不起的想法。” Michael说得太棒了!所有的高科技公司都应该被建议采用该实务。

I’ve seen many high-tech companies, both startups and large companies, first create a product because a VP or founder thought it was cool (“I want to do something that uses AJAX”), and then start looking for a problem it happens to solve! Then many of their competitors copy it and pretty soon all of them have got a product looking for a problem.

我看到许多高科技公司,包括刚起步的和大型的公司,开发一个产品的首要原因是因为VP或者创建者认为这个产品是cool的(“例如,我想用AJAX做些事情”),然后开始寻找出现的问题去解决!然后他们的许多竞争者开始模仿,很快,他们都得到了一个面对一个问题的一个产品。

What is a DILO?

DILO是什么?

Now to the bonus part of this article, where you will be learning a cool new thing called DILO. What is it, you ask?

接下来是本文的额外部分,你将要学到的一个酷的,新的,被称为DILO事物。你会问,这是什么?

Well, it is a totally cool sounding FLA (which itself stands for ‘Four Letter Acronym’!) guaranteed to impress your friends! And if you happen to be in consulting, it is guaranteed to pull in 2X hourly rates. I’m so confident about this that I’ll refund 100% of your subscription fee to my free blog if you don’t get this result, okay?!

没错,这四个字母缩写听起来很酷,保证会给你留下深刻的印象!并且如果你恰巧正在咨询,保证会提高2倍的工作效率。

DILO = Day In the Life Of

生活中的每一天

It refers to understanding the “Day in the life of” a customer. The best way to do this is to “get everybody in the van” – and observe customers using your product in context, and asking them questions.

它指的是要了解一个客户的“生活中的每一天”。最好的方式就是“把每个人都装进厢式货车里”-观察你的客户都在什么样的环境里用你的产品,然后问他们问题。

Get the Van Started

Now that you know what “Getting everybody in the van” means, start implementing this into your own product practices. Those of you in product management and product marketing should especially spearhead this. Check out this earlier article for some concrete steps you can take, and get the ball rolling.

现在你明白”Getting everybody in the van”的意思了吧,开始把它贯彻到你自己的产品实务中去吧。在你的产品管理和产品营销中尤其应该率先采用。

As Thomas Huxley, the 19th century British biologist wrote:

“The great end of life is not knowledge but action.”

19世纪英国的生物学家托马斯.赫胥黎说过:

人生的伟大目的不在于知而在于行。

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