经理访谈:周鸿祎,小版本成就大产品

9月2日,周鸿祎做客腾讯科技《新产品经理》系列访谈,期间他将自己多年的产品心得和盘托出,甚至访谈中都不需要腾讯科技发问。

不得不说,这场访谈也是在《新产品经理》系列访谈中最精彩的对话之一。

前言少叙,以下为周鸿祎访谈精彩观点及文字实录,以飨网友与众产品人。

精彩观点:
  • 打动用户的需求,这个话题好像很废话,但是最质朴.
    有很多产品他们并不是在真正打动用户需求,他们是在发明用户需求甚至幻想用户需求,甚至逆着用户需求在做,在一小群高端用户里获得一种认可,就以为获得成功。
  • 互联网产品是一个需要不断运营、不断持续打磨的一个产品。
    人家说好的产品是运营出来的,不是开发出来的。
  • 好的互联网产品有两个特性:
    首先,它要能在一个点上打动用户。第二,它一定是一个靠持续改进、持续运营出来的东西。
  • 今天微软如果还拿做软件这种几年磨一剑的思路做互联网,而不是用运营的思路,这叫缘木求鱼,
    等于你没有按照互联网产品的规则里做,你的产品自然不成功。所以最后微软也明白不能再用原来自己的文化来做,来找雅虎的人做,一定要用互联网的规则来做。
  • 今天在互联网上大部分的产品都是免费的,用户把你抛弃的成本就是用户点一下,
    而且搜索引擎提供了很多便利性,让你找到很多同类的东西。所以在这种情况下,用户对产品变得更加挑剔。反过来这个产品激发了用户的很多需求。
  • 无论你的想法高明或者不高明,都不如用户的选择高明,
    所以任何美妙的想法,不如先把它简单地做出一点点,就拿到市场上做实验。
    因为一旦对了,你马上能看到增长,你能迅速跟进。一旦不对,你调整的成本也很低。
    这样的话,你用用户来作为你的试金石,集小胜为大胜,通过点点滴滴的进展最后来获得成功。
  • 都说要做到专注和极致,但是怎么进一步理解?我的感觉是伤其十指,不如断其一指。
    在产品方向上一定要先学会做减法,而不是做加法。
    很多产品经理第一个阶段是学会加法,希望在自己的产品里做很多功能,其实这往往违背了互联网的规则。
  • 反正产品是持续改进的,所以不要期望某一个版本做到革命,是靠很多个小版本来做到革命。
  • 我要求自己首先是个大产品经理。事实证明,丁磊也好,马化腾也好,他们到现在都不脱离产品岗位,你搞所谓抽象的管理,你就容易失去所谓的方向感。所以我们还是要靠一个产品团队在做。
  • 特别强大的推广,有时反而成为了一个把自己眼睛蒙蔽住的东西,让你没有意识到当时面临的危机。
以下为现场对话文字实录:

全文链接:http://tech.qq.com/a/20090903/000183.htm

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