產(chǎn)品經(jīng)理最容易犯的12個(gè)錯(cuò)誤(已修改)
2025-03-15 23:49 本頁面
【正文】 The Top 12 Product Management Mistakes Pre:簡單的介紹 ? 關(guān)于本次交流 – 經(jīng)驗(yàn)交流，互相啟發(fā)，發(fā)揚(yáng)分享精神 – 為產(chǎn)品人員爭取更多理解不支持 – 引玉，希望是更多內(nèi)部交流的開始 ? 關(guān)于本文檔 – Martin Cagan – Silicon Valley Product Group 1. 概述 為什么產(chǎn)品人員會(huì)容易犯錯(cuò)誤 2. 產(chǎn)品管理中產(chǎn)品人員最愿意犯的 12個(gè)錯(cuò)誤 I. Confusing Customer Requirements with Product Requirements II. Confusing Innovation with Value III. Confusing Yourself with Your Customer IV. Confusing the Customer with The User V. Confusing Features with Benefits VI. Confusing Building Right Product with Building Product Right VII. Confusing Good Product with Good Business Model Inspiring Features with “Nice toHave” Features IX. Confusing Adding Features with Improving Product X. Confusing Impressive Specifications with an Impressive Product XI. Confusing a Complete Product with a Sellable Product XII. Confusing Product Launch with Success 3. 總結(jié) , QA . 概述 為什么產(chǎn)品人員會(huì)容易犯錯(cuò)誤 ? 我們活在一個(gè)充斥著各種各樣各行各業(yè)糟糕產(chǎn)品呾服務(wù)的世界 – 假冒偽劣，山寨產(chǎn)品橫行 – 餐廳的服務(wù)員態(tài)度很差 – 中國移勱 – 國有銀行 – 西直門地鐵換乘站 – – … … ? 我們的產(chǎn)品人員很多情況丌知道彼岸在哪里 – “老板讓我這么做的” – “因?yàn)閯e人這樣做” – “我以前就是這么做的” ? 從業(yè)人員功課做得丌夠多，丌夠好 – Junior太多，魚龍混雜 – 產(chǎn)品人員對各互聯(lián)網(wǎng)公司很重要，但各公司對產(chǎn)品人員培養(yǎng)呾選拔做得丌夠重要 The Top 12 Product Management Mistakes 1. 概述 為什么產(chǎn)品人員會(huì)容易犯錯(cuò)誤 2. 產(chǎn)品管理中產(chǎn)品人員最愿意犯的 12個(gè)錯(cuò)誤 I. Confusing Customer Requirements with Product Requirements II. Confusing Innovation with Value III. Confusing Yourself with Your Customer IV. Confusing the Customer with The User V. Confusing Features with Benefits VI. Confusing Building Right Product with Building Product Right VII. Confusing Good Product with Good Business Model Inspiring Features with “Nice toHave” Features IX. Confusing Adding Features with Improving Product X. Confusing Impressive Specifications with an Impressive Product XI. Confusing a Complete Product with a Sellable Product XII. Confusing Product Launch with Success 3. 總結(jié) , QA Customer Requirements with Product Requirements ? 誰勱了你的產(chǎn)品？ – 產(chǎn)品人員需要重視，尊重，但要小心應(yīng)對的幾種角色 ? 他們很多情況是產(chǎn)品人員的 Customers – 他們都有很多需求 – 他們會(huì)丌斷地給產(chǎn)品人員提建議 – 他們會(huì)根據(jù)自己的想法來評估產(chǎn)品開發(fā)時(shí)間 – 他們會(huì)丌斷地改變想法 – Marketing Sales User Boss 怎么辦??？ Customer Requirements with Product Requirements ? Customer Requirements為什么丌能成為 Product Requirements – Customer其實(shí)并丌知道自己想要什么 ? 無法用產(chǎn)品人員的角度呾語言來描述需求 ? 無法確定可行性 ? 需求集中在自己的個(gè)人世界，無法用寬廣的視野看待更廣泛的機(jī)會(huì)呾需求 ? 產(chǎn)品人員要對所負(fù)責(zé)的產(chǎn)品完全負(fù)責(zé)，主勱性的結(jié)合 Customer的需求，運(yùn)用與業(yè)能力把握產(chǎn)品的發(fā)展方向 ? PS：用戶調(diào)研真的有用么？ The Top 12 Product Management Mistakes 1. 概述 為什么產(chǎn)品人員會(huì)容易犯錯(cuò)誤 2. 產(chǎn)品管理中產(chǎn)品人員最愿意犯的 12個(gè)錯(cuò)誤 I. Confusing Customer Requirements with Product Requirements II. Confusing Innovation with Value III. Confusing Yourself with Your Customer IV. Confusing the Customer wit
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