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最近有一句话特别流行, “一切产业皆媒体产业”,语出自媒体人罗振宇。

这种振聋发聩式的标题,试图给人醍醐灌顶的效果,但结果还是知者自知,不知者终究混沌。类似的说法还有“一切产业都是娱乐业”,“一切产业都是创意业”等。

这种句式很像“一树一菩提,一沙一世界”,“道在屎溺”,你总是可以在寻常生活中发现真理,很多人声称在喝茶中悟出了道,也有人通过嗑药打开天眼。我也相信很多时候,专注和静思是需要借助道具的,达摩一个人在山洞中面壁九年,不是普通人可以做到的,但道具本身并不会提供思想,要说有,也只是我们内心的映射,毛姆说“即使剃刀里面也有哲学”,就是这个意思。

说一切产业皆媒体产业肯定是太绝对了,但细究起来,还是有道理的。

1、我们在评价一个产品好不好的时候,经常会说到它能不能形成口碑传播,这种口碑传播的效应就是产品或服务里面的媒体属性在发挥作用。

2、产品的媒体属性来自于极致。最近风头正劲的googleglass、特斯拉电动车都是这样的产品。这种颠覆性产品太难?那就看看把普通路由器改造成为一款上网神器的极路由,或者看看黄太吉煎饼、野兽派花店、南食召这样小而美的东西。

3、这些产品的共同特点是创新。在说到创新的时候,我们一般总是把苹果手机、特斯拉电动车这样的革命性产品视为创新,却忽略了南食召这样的创新。从无到有是创新,无需到有序是创新,混搭和跨界也是创新,野兽派和南食召就是很典型的混搭或跨界式创新。

4、 所谓混搭和跨界,就是科技和人文的交互。说起来很容易,但背后却是两种认知世界的方式(这个可参考B座12楼文章《我很好奇,乔布斯有没有看过这本书?》),设计产品的功能需要理性的认知,让人爱不释手则需要浪漫的认知,两者要结合,对乔布斯这样的天才也并不容易。

5、产品的功能指向了用户的痛点,产品的人文内涵指向我们的情感,在体验经济时代,产品本身只是道具,独特和愉悦的作用越来越突出。

6、产品和服务,一旦在功能之外还能获得消费者在情感上的认同,就有了自传播的可能,这种可能也就是它的媒体属性。

我们做投资的在看项目的时候,经常会用性不性感来评价,而性感,其实是顺乎自然使人愉悦的另一种表达方式。


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