产品经理最容易犯的12个错误.ppt

The Top 12 Product Management Mistakes 第一页，共三十四页。 Pre:简单的介绍 关于本次交流 经验交流，互相启发，发扬分享精神 为产品人员争取更多理解与支持 引玉，希望是更多内部交流的开始 关于本文档 Martin Cagan – Silicon Valley Product Group 第二页，共三十四页。 0.提纲目录 概述 - 为什么产品人员会容易犯错误 产品管理中产品人员最愿意犯的12个错误 Confusing Customer Requirements with Product Requirements Confusing Innovation with Value Confusing Yourself with Your Customer Confusing the Customer with The User Confusing Features with Benefits Confusing Building Right Product with Building Product Right Confusing Good Product with Good Business Model Confusing Inspiring Features with “Nice-to-Have” Features Confusing Adding Features with Improving Product Confusing Impressive Specifications with an Impressive Product Confusing a Complete Product with a Sellable Product Confusing Product Launch with Success 总结, Q&A 第三页，共三十四页。 1.0. 概述 - 为什么产品人员会容易犯错误 我们活在一个充斥着各种各样各行各业糟糕产品和服务的世界 假冒伪劣，山寨产品横行 餐厅的服务员态度很差 中国移动 国有银行 西直门地铁换乘站 H … … 我们的产品人员很多情况不知道彼岸在哪里 “老板让我这么做的” “因为别人这样做” “我以前就是这么做的” 从业人员功课做得不够多，不够好 Junior太多，鱼龙混杂 产品人员对各互联网公司很重要，但各公司对产品人员培养和选拔做得不够重要 第四页，共三十四页。 The Top 12 Product Management Mistakes 概述 - 为什么产品人员会容易犯错误 产品管理中产品人员最愿意犯的12个错误 Confusing Customer Requirements with Product Requirements Confusing Innovation with Value Confusing Yourself with Your Customer Confusing the Customer with The User Confusing Features with Benefits Confusing Building Right Product with Building Product Right Confusing Good Product with Good Business Model Confusing Inspiring Features with “Nice-to-Have” Features Confusing Adding Features with Improving Product Confusing Impressive Specifications with an Impressive Product Confusing a Complete Product with a Sellable Product Confusing Product Launch with Success 总结, Q&A 第五页，共三十四页。 1.Confusing Customer Requirements with Product Requirements 谁动了你的产品？ 产品人员需要重视，尊重，但要小心应对的几种角色 他们很多情况是产品人员的Customers 他们都有很多需求 他们会不断地给产品人员提建议 他们会根据自己的想法来评估产品开发时间 他们会不断地改变想法 Marketing Sales User Boss 怎么办！？ 第六页，共三十四页。 1.Confusing Customer Requirements with Product Requirem