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iDoNews 小牛注:产品经理,看上去好像大多数人都能做,之前还有人人都是产品经理的说法,但真正能做出用户真心觉得不错的好产品的少之又少,很多都是天马行空,对于做产品,作者郭子威认为必须要深刻了解目标市场和产品背景。

前段时间发了篇博客,末尾透露出想和营销专家聊聊天,请教一二的意思。

不久后,真有几位来找我。聊的比较多的一位陌生同行,先听我讲蝉游记的产品背景,营销尝试,这个过程中不断提问,了解更多情况,然后我们再交换一些想法,提出各种思路并分析其可行性。

就在这周,另一位陌生同行也找到我,开口就说:

“考虑一下招商模式,chanyouji有什么核心资源可以拿出来交换?”

我一愣,反问:

“你是谁?”

“你不是找推广chanyouji的人吗?我是一个看热闹的人。”

我顿时哑然,想了想,似乎只能回复“呵呵”,遂无下文。

这样讲,肯定会被骂“既有忧患,何足傲慢”。对于这类批评,也得回复“呵呵”,如果被逼急了可能还会反问几句:

你知道蝉游记的产品定位和营销目标吗?

你知道我们在营销上做了哪些尝试,有什么收获与挫折吗?

你知道蝉游记的产品特质会影响到哪些常规做法南橘北枳,或事倍功半吗?

是的,你都不知道。但脱离了这些信息背景,直接告诉我可以这么那么做,好吗?

这让我想起在微博上,曾说要融资后加强营销,立刻被人讽刺为“轻浮,膨胀,这就打算烧钱大推了”。我本应回复他“加强营销”和“烧钱大推”未必是一回事儿,但也只是“呵呵”笑了两声而已。

脑补是不可战胜的。

我认识一个很严谨的产品经理叫@柳浪闻猫 ,有时QQ上问他一些产品设计问题,总是这样回答我:

我不是这个功能的受众啊。

我对你们的目标用户群不太了解。

我不知道你的全局性思路,所以也不是很好判断。

然后说一些很模糊的看法。

但是有次我去他家里,聊到一项“多对多关联”的交互设计,有时间把前因后果讲得清清楚楚。于是我们在白板上(对,这家伙居然在家里也挂白板)涂来画去,上蹿下跳,大喊大叫,激动地讨论了半个多小时。

他是我认识的最好的产品经理之一。

又有一次,一个朋友请我为她们的网站提意见。我不是其受众,但一定得帮忙,就花了个把小时看网站架构,互动内容,统计可见的数据。见到她之后,首先讲我的观察结果是怎样怎样的,然后小心翼翼地问,你认为正确吗?

她说,大部分是对的。

我又问,那你们的发展目标是什么呢?既然我对你们的垂直市场缺乏研究,如果不知道目标,就更没法给出扎实的建议来了。

她反问,你猜呢?

我想了一会儿,老老实实说,猜不到。基于错误的目标预测,多半会得出错误的方法,你这样是在钓鱼啊你知道吗。至于对界面交互的意见,那只是产品皮毛,我能讲不少,却不会真的帮到你。

后来我们聊过不少次产品,我提意见之前,一定会讲出如下的口头禅:

因为我对你们的产品了解不足,所以我的判断很可能是错误的。

因为我不是你们的目标人群,只能提供一些粗浅的看法。

因为我不清楚你们的市场背景,接下来的判断完全出于直觉,但那是不靠谱的。

单听这些话,外人可能会认为我是个蹩脚的,不自信的二杆子产品经理吧。

嘿,还真不自信。

信心不是天上掉下来的,也不是一拍脑袋嗡一下散发出来的。如果没有足够的信息背景,没有对目标市场,目标人群作充分的了解,或是对产品规划,产品生态作基本的了解,我就不可能自信地blablabla。仅仅从外部观察,只能看到局部和表象,这时若对着人家产品指点迷津,便是我轻浮,膨胀了。

五一回成都,见到彩程的老沈,我是他家tower.im的忠实用户,非常之铁杆,几乎到了tower要是不运营,就得暗杀老沈泄愤的地步。即便如此,我一开口也只能讲作为单个用户的使用意见,如A处的交互体验,B处的功能需求。这些话都很浅,也无足轻重,如果让我为tower建议更多,那就得先提一大堆的问题:

tower的发展目标是什么?想解决哪些方面的问题?

tower新推出的,我个人无感的一些功能,是针对怎样的用户群与市场需求?

tower有哪些需求是强烈但未能满足的,为什么?

这时,一定有人说,你知道这么多以后,会不会画个框框把自己套进去了,反而束缚了发散思维?答:产品分析又不是写小说……

根据个人经验,无视产品背景的“意见”以站着说话不腰痛居多,南辕北辙居多,天马行空但不现实居多。真能发散并启发的,十不存一,有这点空余时间拿来补瞌睡多好~

我曾经想过,如果哪天混不下去了,又不想去北京,北京之外的城市又找不到我愿意待的公司,干脆回老家成都,给别的公司做远程顾问。一个月收5000块钱,帮着做做市场调研,策略建议,设计点评啥的。做三四家客户,在成都就能生活得很好了。

后来仔细想了想,怕是不行。

如果我不能掌握足够的背景信息,就没法给出靠谱的意见。但既然是远程顾问,充分交流就算不存在信任问题,沟通成本也是极高的。我相信愿意请我顾问的公司,不会在乎这5000元月薪,但沟通成本怕是数倍于此。

换句话说,贵CEO很可能一开始觉得,5000元买纯银的建议很划算啊;但很快会发现,用这么多通话的力气才能换回这么些具体的建议(别把我当老军医),很不划算啊。

没办法,我跟你讲空话废话,东拉西扯却落不了地的话,也没意思对不对。

所以后来就没考虑做顾问这条出路,真穷途末路了,开个公众号发些产品局部分析,卖小广告,甚至是为传统媒体写几篇活泼的生活随笔,还现实一些。

最后用@我的病人家属是极品 发的一条微博作为本文结尾吧,道理是相通的。

『当初我在门诊上班的时候,帮一位老中医排号

一患者心脏有毛病,老中医让他做个心电图和心脏彩超,患者当时就急了,说我看的是中医,你还让我做西医的检查,真是庸医

然后非要退了挂号费,还投诉

老中医当时气坏了,来了一句:“我是医生,又不是神仙!”』

是的,你多半不愿意相信手指一搭脉,不作任何化验检查就能开方子的“名老中医”,却愿意相信对目标市场与产品背景缺乏了解,一张口就能拓展你思路的“行业专家”,是何道理呢?

因为他是神仙。

作者微博:@纯银V

http://weibo.com/cicada


69条评论

  1. 坚定了我学习市场营销的决心~
    我是网络营销,目标是网站运营~~
    在运营网站的过程中,经常能够感受到我缺少大环境、系统的市场认识。。。
    只沉浸在网络中太片面了~我应该多学习些战略方面的东西~哈~~
    学习~

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