Entrepreneurs’ business thinking and product thinking: In addition to paying attention to super users, we also need to segment monopolies
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I still remember that in the early morning of October 28, 2018, I rushed to the National Taiwan University Conference Center in the mansion and made a special trip to listen to the “Business Thinking and Product Thinking of Entrepreneurs” course taught by Lin Mingzhang (MJ). I am really happy to see old friends such as Teacher Breathing Cat, Teacher Shary, Teacher Haoyun, Teacher Meifen, Teacher Chengxiang, Junhua and Dr. Chengyi also come to study together.
It was just past nine o’clock in the morning, and the entire conference hall was already bustling with people. It showed how popular this class and Mr. MJ were. Even before the class started, I knew that the NPS must be very high! The reason why the course “Business Thinking and Product Thinking for Entrepreneurs” came into being is of course similar to “Liang Ning. Product Thinking 30 Lectures》This online course has a lot to do with it, but the reason why today’s class is able to attract so many people is because I think it is also due to Teacher MJ’s personal charm and rich entrepreneurial experience.
Who is Liang Ning? Hailed as the “Zhongguancun Talented Woman” by Lei Jun, the founder of Xiaomi Technology, she has worked as a senior executive for well-known companies such as Lenovo and Tencent. Her work experience spans BAT, and she has had long-term and in-depth exchanges with companies such as JD.com, Meituan and Xiaomi. She is currently the academic director of the product module of Hupan University and a Baidu consultant.
Making a product is your practice, because in this process, you need to understand the world and you need to understand people’s weaknesses. You need to recognize your true nature and not challenge it. You need to understand the nature of your partner and know how to communicate across cultures.
Liang Ning is generally praised by the outside world for her profound thoughts and strong insights, but based on the articles and discussions she has published in the past, I think her dismantling and summarizing skills are even more impressive! “[Liang Ning. “30 Lectures on Product Thinking” (https://m.igetget.com/share/course/pay/detail/36/7)” draws on the systems, routines and frameworks of many scholars and experts, but it can use easy-to-understand metaphors to bring meso-level routines, micro-senses and macro-vision to readers.
This course wants to bring you a kind of ability - product ability. Almost all Internet tycoons and new brand entrepreneurs call themselves product managers. What exactly is the “product capability” that so many successful people emphasize? In fact, product ability is a basic ability in life.
As of that day, 179,609 people had learned the methodology of this product from Liang Ning through the “Get” App. To put it bluntly, even though it has been several years since I left the media industry, the label of being a media person still seems to stick to me. Many people don’t know that I actually started out as a product manager—from a search engine company, a portal website, to a game app company…
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Therefore, I am reading “Liang Ning. Product Thinking 30 Lectures” was actually very touching, and I couldn’t help but wonder how Mr. MJ would continue to carry forward this existing system?
Teacher MJ mentioned at the beginning that entrepreneurs do not do things within a box, which also reminded me of my recent reading of “[Blitzscaling](https://www.books.com.tw/exep/assp.php/vista/products/F014269369?utm_s ource=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202005)” (The Chinese version is called “[Blitzscaling: How leading companies take smart risks and unlock the secrets of rapid growth from 1 to 1 billion](h ttps://www.books.com.tw/exep/assp.php/vista/products/0010825216?utm_source=vista&utm_medium=ap-books&utm_content=recomme nd&utm_campaign=ap-202005)”), as well as the Chinese idol drama “Entrepreneurial Era” that I am currently watching. The so-called “Blitzscaling” is actually what you do when you need to grow at an extremely fast speed, and this also echoes what He Feipeng, CEO of City State Publishing Group, said in “[Self-Slowness 10: 18 Practices](https://www.books.com.tw/e “Do it quickly, make mistakes quickly, and change things quickly” mentioned in the book
Blitzscaling is what you do when you need to grow extremely fast. It’s the science and art of quickly building a company to serve a broad, often global market, with the goal of becoming a pioneer at scale.
He also quoted from “Wanwei Steel. Elite Daily Course” reminds everyone that ordinary teams rely on stars, excellent teams rely on leaders, and if you want to become a top team, you must rely on the system. Teacher MJ also pointed out that we must keep our mission, vision and core value in mind when starting a business. Pain points and pleasure points are the key points that entrepreneurial teams should pay attention to. Either make a product that makes people happy or feel good, or develop a product that can help people resist fear.
Simply put, making products is about building relationships through products. When all enterprises become service industries, if you miss something, you really miss it, and it is difficult to have the opportunity to start over; therefore, the essence of serving users is to make users feel satisfied.
Teacher MJ also introduced Amazon’s Reverse Working Method, which allows you to establish the North Star of the product in advance through the press release of an imaginary product. This method originated from Amazon founder Bezos. He believes that providing customers with a good user experience is something that a company can persist in forever. When it comes to product planning, we must first figure out what customers want? Then, perform reverse operation.
If you are interested in this methodology, you can refer to the article written by Zheng Yiting.
When the project is established, the product manager must first write an internal press release to announce the launch of this product. The target audience for a press release is the customers of the new product, which can be either product customers or internal users of the tool or technology. This press release focuses on the problems customers have, how current solutions (internal or external) are failing, and how new products will replace existing solutions.
In other words, if you want to understand the feasibility of a new product in the future, you only need to use reverse thinking and do a Sales Page (Landing Page) to test it first. To be honest, I not only knew this set of reverse working methods before, but also knew how to write press releases and design sales pages. I even held regular classes and publicly taught “[Media Communication and Press Release Writing] (https://www.writing.vc/2020/02/how-to-write-a-press-release.html)”. But today I heard Teacher MJ’s interpretation, which indeed gave me a lot of inspiration.
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After a whole day of classes, I learned a lot! In addition to listening to Mr. MJ’s lectures, I also formed a “Product Thinking Run Group” with several classmates (in order to facilitate everyone to communicate using a “common language”, currently only partners who have taken this class are allowed to participate). Partners from different industries communicated through LINE, and they also benefited a lot!
This class not only refreshed my product thinking, but also inspired business thinking. For example, Teacher MJ repeatedly mentioned the importance of [super users] (https://www.books.com.tw/exep/assp.php/vista/products/0010795462?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campa ign=ap-201810), but also Segmented Monopoly, which is particularly touching.
This also reminds me of “[The Age of Super Users]” (https://www.books.com.tw/exep/assp.php/vist) that I am reading recently with my friends from G5+ Reading Club a/products/0010795462?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202005)” by Eddie Yin Yoon clearly summarized the five characteristics of super users:
- Not just “users”: value participation and be willing to spend big money.
- Regardless of product: Each product has its own super user.
- Be an advocate yourself: The power of word-of-mouth marketing to attract customers is beyond imagination.
- Emotionally invested: Summarize purchasing behavior and find more value from products.
- Highly identifiable: You can easily find them through the community and systematic classification.
Several well-known entrepreneurial mentors such as Li Kaifu, Wang Hua and Fu Sheng wrote in “[Entrepreneurship is about subdividing monopoly]” In the book “ommend&utm_campaign=ap-202005)”, it is also mentioned that a monopolist must have advantages in four aspects: technology, network effect, brand and economies of scale, in order to truly achieve a monopoly.
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This is true when you think about it. The “Get” App only serves 1.5% of China’s population (as of October 21, 2018, the total number of users exceeded 24 million people). Who can underestimate it? When making products, don’t follow the trend. Only by paying attention to the user experience can you find a sustainable way to operate.
Overall, entrepreneurs must adhere to the spirit of small-step iteration and rapid updates, and they must concentrate their firepower and resources to solve users’ pain points one at a time - don’t always want to subvert the world, why not start by improving your own products bit by bit!
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