If you want to create an obsessive product, you have to drive everyone crazy
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Hello everyone, I am Li Haoyang. Previously, as the CEO of a national K12 education company (Only International Education), he opened more than 2,000 schools in more than 1,000 cities across the country, with 1 million students each year. The renewal rate of his independently developed teaching products reached 92%. After the restructuring and listing, his market value reached a maximum of 14 billion, ranking first among his peers. In 2015, he founded two more companies. One of them, "Friends Impression", is a social networking company that received investments from SoftBank and Tencent. Its viral infection rate of 17 million PVs in 5 hours is a growth miracle in the global mobile Internet industry. It was included as a typical case analysis in the third edition of Xu Zhibin's "Social Dividends". In the first half of the year, it was the only social company in the top 100 mini-programs list released by 36Kr , and ranked 27th. Another artificial intelligence company is called "Yixue Education", which uses AI to simulate special teachers giving one-on-one lessons to students. This product is unique in China. It was just launched this year and has achieved a 70 to 80 percent class renewal rate and more than 200 million in angel round financing . For a company, products are the lifeblood of the company! The question of how to continuously create successful products has become a proposition that everyone is pursuing tirelessly! When I started looking for the masters' methodologies on how to create perfect products, I found that there were so many different opinions and no consensus. Everyone's views were so messy and mysterious: ● Elon Musk : If you are a co-founder or CEO, you have to personally handle every detail of the product. If you don’t do the annoying things, your company will have a hard time succeeding. ● Zuckerberg : When making products, we must face directly the people we want to serve. If we don't understand their society's needs and wants, we can't make products that satisfy them. ● Jobs : To design a product perfectly, you must first be familiar with it, invest a huge amount of time and passion in it, chew it over and over again, and truly understand it. ● Zhou Hongyi: In terms of product direction, we must first learn to subtract rather than add. You must first find the right point and do it to the extreme. Otherwise, even if you add all the functions, in the end none of them will stand out and there will be no clear selling point. ● Ma Huateng : Product managers must conduct 10 user surveys, follow 100 user blogs, and collect feedback on 1,000 user experiences every month. This method may seem a bit stupid, but it works. ● Shi Yuzhu: As long as it is a consumer-oriented business, you have to study consumers. This kind of consumer psychology relies on trial and error, and trial and error. ● Zhang Xiaolong : We must maintain sufficient sensitivity and focus on making the product refined, while ensuring that the product has the ability to iterate quickly. After reading so much, you may not remember anything and don’t know what to do next. So, is there a profound but clear and actionable methodology that allows us to create (I replaced Lei Jun ’s ultimate product with a more concrete term) products that users are obsessed with? I reviewed the experience of working together as a team in the past, analyzed the practices of dozens of well-known companies, and sorted out 6 clear methodologies. I believe that these can help most entrepreneurs and companies that have not achieved these six points to achieve earth-shaking optimization effects on their products. After reading this article and following these six steps, I believe each of you can create a product that is five or ten times better than before. First, understand 100 competitors thoroughly. 90% of the founders I met can’t even write down 100 competitors, let alone the word “thoroughly understand”. What does “understand thoroughly” mean? What should we do to “understand thoroughly”? We not only attended their classes and poached their executives, we also joined them. That year, the Only Group invested 6 million to join two EF companies. It was not enough to just study at EF, because EF is a European company and may not understand the Chinese mentality. So we joined two of the three major education chains in Taiwan - Jiayin and Gigolo, and studied at each of them for two years. Later I still felt it was not enough, so I found another company called Kumon Education. Most people haven't heard of this company because it only has more than 300 stores in China, but has 28,000 stores worldwide. Every time I talk about Kumon-style education, my Chinese education colleagues have never heard of it. I believe that you often miss out on the best overseas peer companies in your industry like this. After we joined Kumon, we found that we still didn’t fully understand it. what to do? So I sent the wife of our company's vice president (who is also our company's director) to work there. Every time we met secretly, we acted like thieves. We would never let her come to our company. Instead, we would find a coffee shop where there were not many people. Later, we simply met in a mahjong room every week to chat, just like in "Infernal Affairs". Originally I was supposed to be undercover for three months, but I ended up studying for three months and then three more months. In the end I still hadn't learned enough, so I kept coming back. In the end I studied for nearly two years. It can be said that the Kumon education has continued to influence me until now. I was able to raise more than 200 million in angel round funding, and one third of the credit can be attributed to Kumon. Why? Because when I looked into it more deeply, I found something really incredible. It develops franchises and does not have a single directly-operated store. All of its 28,000 stores worldwide are franchise stores. How much of the sales revenue of franchise stores does it take? 40%. The profit of a franchise store is 20%. New Oriental has gone public and achieved sales of tens of billions, but only made a profit of 2.5 billion. Then if you charge 40% to franchise stores, can you survive? If they can't survive, your business will die too. This company has maintained good and rapid development for more than half a century. There is a ranking in the United States called the Top 500 Global Chains, and there are only 6 Chinese companies on the list. However, Kumon Education has made it into the top 500 chain stores and is ranked 37th. It has opened 1,700 stores in the United States in the past five years. In the past, you got 20% of the profits, and I took 5%, 8%, or 10%, which meant I took almost half of the profits from my partners. So your partners even had a somewhat hostile relationship with you. All schools under Kumon Education do not need teachers, thus saving 40% of teacher costs. They do not take away 1% of the franchisee's profits but only take the cost savings. Therefore, not only is there no hostility between them, but a symbiotic and prosperous relationship. But what would an educational institution be like without teachers? So after two years of joining the company, I discovered a problem that I didn't fully understand. It was not until we studied and analyzed the problem in depth that we really learned the various secrets and knew how to build an unmanned teaching system from research and development to sales to student services. So when we saw artificial intelligence education three years ago, when everyone still didn’t understand and look favorably upon AI, and still saw the immaturity and various problems of AI, we knew clearly and deeply in our hearts that this was the ultimate solution to all the problems that we had been searching for for thousands of times and that we couldn’t solve! If you understand all your competitors thoroughly, you will become God. I understand each company's advantages and characteristics, the reasons for each company's success, and each company's internal secrets. Before we started Friends Impression, we spent nine months with our co-founder Wei Zhicheng, who was born in 1987, researching more than 170 social software programs around the world. Logically, do companies like DingTalk and Maimai have anything to do with us? No, it is about business, we are about life; does Xiaohongshu have anything to do with us? No, because it is community e-commerce and we are social. But there was content generated in it, so we studied it all, even many apps that were short-lived and only lasted for a year. After reading it, I had a feeling as if I had mastered the Nine Yin Scriptures and opened up my Ren and Du meridians. Suddenly, I saw the world of social media as omniscient and omnipotent. When you understand all your competitors thoroughly, you can use all the skills at your fingertips. When martial arts reaches the highest level, one can be as skilled as flying flowers and picking leaves, and there is no distinction between factions. At that time, when we were working on social networking, we not only dug out its strengths, but also a lot of its problems, because only by digging out the problems could we know how to make changes. So after looking at all the social media, we decided on six things: Open up second-degree connections, use artificial intelligence to match friends, make it real, not fake like Momo, not closed like WeChat which limits friends to each other. You can find people by entering keywords, you can find people by entering Softbank, tattoo, good girlfriends, etc. As for structured information, I can proudly say that many entrepreneurs have changed their BPs three or four times within one and a half years of starting a business, and their main business has changed. Not only have we not changed, but we have continued to create hits, because we saw through that point at the time. After you have seen countless ups and downs, you will know what is eternal and what is the most important. Before I started Xxue Education, I spent nearly ten years traveling around the world to study and research online education. In the United States, I met a billion-dollar company that had just raised $300,000 in financing; in Germany, I watched how online education implements non-standard quality education; I talked for three days and three nights with the founder of Megastudy, the first online education listed company in Asia Pacific with a sales volume of 1 billion, which both New Oriental and Future wanted to cooperate with in South Korea but was rejected; I signed a cooperation agreement with a giant in Japan that monopolized 90% of the local online examination market; I meditated with the CEOs of more than 30 online education companies that Future Education invested in the earliest at Longquan Temple in Beijing (I was the only one who was not included in the investment); in Taiwan, I went deep into the hinterland of Taichung to visit a genius who could use technology to detect knowledge points to the extreme... More importantly, these are not my "mastery". The most extreme thing is that I opened up the network of Only Education to hundreds and later thousands of schools across the country ten years ago, and cooperated with more than 30 online education companies around the world, including in China, to let them come in through my own channels . The condition is that the developers of their online education R&D team and the developers of our R&D department need to form a special R&D group to develop and transform products according to user needs, from Aleqi (formerly known as Shuobaotang), Bafang (Weizhi Academy), riverdeep (Rise's American parent company), leapfrog ( NASDAQ -listed company), Taiwan's MyET, Japan's JIEM, South Korea's Megastudy, to Pearson and Cengage Group's online digital products, etc. Through joint R&D, we have a deeper understanding of the creation process of online education products than Good Future, which has invested in dozens of online education institutions, as well as students' reactions when using various types of products: like, disgust, irritability, confusion, etc. We are like Li Shizhen making medicine for himself by making Compendium of Materia Medica, observing the clinical reactions of students in experimental classes in dozens of cities across the country when using dozens of online education products over a period of seven or eight years. Therefore, we have a clearer and deeper understanding than most of what online education should and should not do. Walmart founder Sam Walton wrote in his famous book Made in America that he was able to build the world's most powerful retail company almost entirely by taking advantage of all his competitors' good ideas. “A lot of the work I’ve done has precedent,” he wrote in the book. In the 1940s, one of Sam Walton's important jobs was to be a franchisee of "Ben Franklin Store". At that time, in addition to running the store, he would hang out at competitors on nearby streets every day. Sam's wife Helen Walton recalled in the book, "What really attracted Sam was the entire competitive environment. He would always look at competitors' prices, layout and anything he wanted to know." Later, when Sam Walton established the predecessor of Walmart, almost everything was copied from the Ben Franklin store of that year - whether it was the checkout system or the shelves and layout. Second, the key word to mine 1,000 user needs is “mining”. Who is responsible for exploring user needs? It must be done by the founders and executives. Many people asked McKinsey to do work, but all of them died when they came back. For the same demand, the results obtained by founders and executives versus survey companies will be completely different, or even opposite. Although he is not a sustainable entrepreneur, Shi Yuzhu is an expert at discovering user needs. He once made a worthless product, Melatonin, sell very well. If a person can sell a product of zero value and generate billions of sales, then he must have explored user needs to the extreme. So, how did Shi Yuzhu discover the needs of Nongfu Spring users? He personally went to prefecture-level cities and county-level cities such as Wuxi and Yixing to find all kinds of people, including old ladies and little girls, and asked them what their needs were. Finally, he discovered an essential need: everyone does not want to grow old, everyone wants to become younger. Therefore, Melatonin uses "making people younger" as its core selling point. Let’s take an example of how we explored user needs when we were at Only. At that time, Angli was not a listed company, and many parents were not familiar with it. They even insulted us: Don’t enroll your child with it, otherwise your child will be ruined because it sells fake drugs. (In those years, Jiaotong University’s Angli No. 1 went from heavy advertising to demise. In the minds of consumers, health products have a negative reputation as selling fake drugs, and the name Angli gives people a particularly bad impression.) So, how can a new brand let parents know that a new product is different? It is very difficult. But when we are exploring user needs, we often hear parents say: My child attends EF, but I don’t know how much he has improved. Every time I ask my baby what he has learned, he can’t figure it out after a long while. So I came up with the concept of “education visualization”. How to play visualization? So, we adapted each chapter of the textbook into a fairy tale play. The teacher taught English while teaching performance in class, and the children learned. A three-year-old child would study at Anli for half a year, and at the end of the semester he could perform English fairy tale plays in kindergarten. However, EF, an English education company with sales of 40 billion RMB and which has been in existence for more than half a century, has children from three to eight years old who still cannot perform fairy tales. Later, the news spread among many parents, bringing word of mouth and a large number of students. But after a period of development, parents said that although the children could perform fairy tales, they could not communicate with foreign teachers and their oral skills were not strong. Therefore, we adapted 60-70% of the fairy tale play and integrated it into daily conversations, allowing the children to communicate with foreigners. The quality-oriented education has become perfect. Now the problem arises again. Parents want quality education but also exam-oriented education, and they feel their children’s test scores are not high. At that time, a large number of exam-oriented education institutions grew rapidly and acquired most of the market. We also decided to take the exam, and the R&D department was driven crazy because the exam was completely contrary to our ideas and practices of quality education. Finally, we came up with a solution. We extracted the vocabulary, sentence patterns, grammar and other knowledge points from the first, second and third grade of elementary school, and all the teaching content was arranged in line with the examination syllabus. In this way, our products are completely different from others, and meet all the demands of parents, achieving the highest efficiency in the market. Therefore, we listened carefully to consumers and made up our minds to take into account both test-taking needs and quality needs, while all competitors in the market could only meet one of them. This enabled us to stand out from tens of thousands of brands in K12 education and become a leading brand in the segment. In addition, I found that if the user demand mining does not reach the level of one thousand, the cognition will be very superficial, and you will often be disturbed by some noise. Only when the quantity is large, the signal will automatically emerge slowly. So when I was making Friend Impression, I dug out the UGC of thousands of users from more than 170 social softwares, and carefully thought about and analyzed the psychological demands behind them. As a result, we discovered more than a hundred needs, including abnormal needs such as mania, depression, anxiety, fantasy, etc. And we found that just six demands accounted for 80% of sales. I studied abnormal psychology in college, so I know that everyone has more than a hundred abnormal psychological characteristics, but the degree varies. If more than 60% of them are likely to cause a disease. For example, mania. Some people cannot control their emotions. There is also hallucination. A former executive of mine had mild delusions and often forgot the difference between reality and the outside world while talking. I am also an amateur psychologist. When I was in high school, I read the English version of Freud's "The Interpretation of Dreams" five times, and also built a dream interpretation model to help my classmates interpret their dreams. When I was in college, I falsified Maslow's theory of psychological needs hierarchy and rebuilt a model. I was also invited to Peking University HSBC Business School and National Taiwan University to talk about this model to MBA students. I found that the demand for social products ultimately comes down to the following points: Showing off: WeChat Moments was born for showing off. However, it can only show off instantly, while friend impressions can not only show off instantly, but also break the time limit, publish the essence of past experiences, and display them in different categories through tags. It is called "a systematic tool for showing off" by users born after 1995; Hormones: Momo, Tantan and even QQ all satisfy people's hormonal needs; Lyricism: What is lyricism? It's just whining without any reason. What is the best product to use for lyric? WeChat. For example, our friend circles are filled with content such as "Today there is smog, and the CCTV building is invisible again; I took you on a plane, and I haven't returned home yet in the middle of the night..." These contents have no nutritional value, but they satisfy people's lyrical psychology of "humming a few lines for no reason"; Venting: For example, Weibo is filled with a large number of cyber mobs venting; Loneliness: Loneliness accompanies everyone throughout their lives, and the people who can comfort loneliness are not those fans who praise you, but those who understand you and resonate with you. Instrumentality : Friends Impression hopes to become the Baidu of people. All content posted by people on any platform can be loaded into Friends Impression. Of course, it is impossible for everyone to be a psychological expert, but if you are an industry expert in your field, when you are exploring user needs, always think about what the demands behind them are, and then you will dig deeper and clearer. When you dig into user needs, many flowers will naturally fall, and the real fruits will stand out. Therefore, founders must do this themselves and should treat it as a pleasure. Only when you keep pondering, will you have the feeling of constantly making breakthroughs. Wang Xiaochuan once shared his story of creating Sogou Input Method . In that era, download sites were very popular. The first downloaded item on the download sites was QQ, and the second downloaded item was input method, so he discovered that input method was in great demand among users. But the input method was not easy to use. At that time, the Ziguang and ABC input methods on the market were difficult to use. Therefore, Sogou released the Sogou Input Method in June 2006. "As soon as it came online, Sohu was in an uproar. There was also a lot of feedback from netizens, and netizens began to applaud, and some people even sent us banners." Third, brainstorm 10,000 unreliable ideas. The first two points are simple, even a fool can do it, but the third point is how to refine the essence of what even a fool can do, which is to increase the order of magnitude. I often tell my colleagues “quality over quantity”. What's the meaning? When quality cannot be confirmed, but ensuring quality is extremely important, high-quality completion is guaranteed by significantly increasing the quantity. For example, when recruiting , I told the HR department that I needed a vice president. Instead of looking for two or three candidates, find me 30 people. When you look for 30 people, the probability of finding a great person increases, and the probability of meeting a great person who happens to like me also increases. The vice president is such an important position. If he fails to do well in this job, it will ruin the company for at least three years, and all the departments of the company will be dragged down by him. Therefore, you must balance quantity with quality, and the same applies to products. Products are the only lifeline of your company. What to do when you have no good ideas? Come up with 10,000 seemingly unreliable ideas, and don’t easily reject any idea. In the end, you will find that there are many sparks of good ideas. This is our unchanging secret. When your brain explodes with 10,000 ideas, your brain is pushed to a limit, and you have to think of some abnormal and unconventional means to solve the problem. Because it is impossible for you to stand out through normal means, our company has used this method to overcome many life-and-death moments. It's not just products. For all seemingly unsolvable problems, when you think of ten thousand ways, maybe the perfect answer will appear at the hundredth one, and the perfect answer is often the least reliable at the beginning. For example, when we were doing visual education and fairy tale plays, we found that children could speak them out, but the stage effect of the performance was particularly poor. After all, the children were not professionally studying dance and performance, so what should we do? It actually seems simple now, but at the time it really took us three or four months to figure it out. Later we found someone with strong stage playwriting skills to make a set of arrangements for each of our books, including the entire stage, choreography, expressions, movements, and so on. Then teach this arrangement to each teacher, and each teacher teaches it to each student. You see, others cram at the last minute, planning a fairy tale for performance in a week or two, but we spend half a year, two hours in each class, teaching children to practice fairy tale plays. We must be the best. Moreover, not only did the child practice well, but his personality also became more and more cheerful, with rich expressions and body movements, and strong communication skills. So when we feel it is impossible, we start to think of all kinds of solutions. Later, someone suddenly said, why don’t we find the best person in China to program it for us, like a program code. After editing, replicate it across the country? Later I thought, why not let the teacher copy it first? The teacher teaches students in every class, and there is no need to teach them after class or before the performance competition. Therefore, the effect of teaching in class is much higher than that after class. But the beginning was the most difficult. Someone asked Columbus, saying that discovering the New World was so easy that anyone could do it. All he had to do was sail westward across the Atlantic Ocean. At that time, Columbus took an egg and asked how to make the egg stand upright? No one knew how to do it, so he knocked on it and it stood up, saying, "I am the first person to discover it." But the whole process can be solved by brainstorming 10,000 ideas. The same was true when we were creating the social hit "Friends' Impression". You can search my name on Baidu, which has been banned six times, or on the social software that Tencent cannot kill. When our hit product soared to 75,000 PV, it was banned by Tencent at once, and dropped to zero in two hours. Moreover, in October of that year, Tencent had an H5 that was particularly widely circulated at their Global Partner Conference. As a typical case, they said that they had made a particularly cool H5 that spread 5 million UVs. It also used a big IP, Kris Wu, and used a fake news title . Fake news titles are of course easy to spread. Fake news headlines were originally banned by Tencent, but they used it themselves, saying that Kris Wu had joined the army. I'm sure every fan would want to see what happened. If I publish a piece of fake news saying that Trump was assassinated, it will immediately spread to 50 million UVs. This is a completely unfair victory. We achieved 7 million UVs in the same month without using any fake news or big IPs. So, some people say that we understand social networking better than Tencent. We don't think so. The biggest reason why we can get these hot products is that we keep coming up with ideas. Zhicheng, the CEO of Friends Impression, often says that he needs to look for inspiration in various occasions and to find ideas from the circle of friends of three girls whose WeChat accounts are all born in the 1990s and 1995s. Of course, when my partner and I first started doing WeChat marketing , he thought that WeChat was not capable of viral marketing because a big V on Weibo could influence 10 million people, and everyone has the habit of forwarding messages; on WeChat, each person can only influence 5,000 people at most, and people don’t have the habit of forwarding messages. When we were doing the research, we brainstormed countless ideas, and the mortality rate was extremely high in the beginning; but now, 3 out of every 10 ideas will explode, almost all of them will explode. In the industry, there are more than a dozen cases of Weibo marketing every month, but there are only one or two organizations that can carry out viral marketing on WeChat each month, and no organization has created more than two hit products in total. In fact, they just haven’t brainstormed 10,000 ideas. I had the same problem when I was thinking about the AI product Xue Education. Every child has a different starting point and end point when studying in primary and secondary school classrooms. A child who scores 50 points starts at 50 points, so it would be good if he ends with 65 points; a child who scores 70 points needs to walk to 79 points; and a child who scores 90 points needs to walk to 94 points. However, when the teacher is teaching, the content of each class can only take into account the majority of children. There is only one line to teach, and there is no "special car to pick you up". If the teacher teaches one-on-one, the cost will be very high. So, in order to solve this problem, we spent several years brainstorming various ideas, and even thought of using an eye tracking system to solve the problem of children's inattention when watching online courses. Until the end we discovered that artificial intelligence is actually the ultimate solution to these problems. For example, if you need to learn 50 nano-level knowledge points this month, you don’t have to learn every knowledge point once as in the past. You only need to find 5 of the 50 knowledge points that you don’t know, and then teach these 5 knowledge points. This will save 9 times the learning time. Therefore, if Xueer can achieve artificial intelligence detection, it can increase the efficiency of education by 5-10 times, which is an incredible thing. We thought at the time that positioning was the first priority. If we could succeed in positioning, we would definitely succeed. We thought of hundreds of ways to position ourselves. We looked into all the theories we could think of and didn't think of, both understood and not understood, including knowledge space theory, information theory, educational measurement, probabilistic graphical models, Bayesian theory, and we studied how different companies did things. Finally, we found the ultimate solution, which combines the advantages of various effective methods and makes very few necessary compromises to achieve the ultimate effect. We took all the measurement methods from various companies and finally combined them into a comprehensive solution to arrive at the optimal measurement method. Jobs' autobiography wrote that every Wednesday afternoon, Jobs would hold an unscheduled meeting with the marketing and advertising departments. In unplanned meetings, Jobs didn't like the department to use PPT. Instead, he liked to brainstorm and debate with his employees at this meeting on Wednesday afternoons, and think about everything "unplugged." It was also mentioned in the biography of Steve Jobs that every year Jobs would take his most valuable employees on an off-site brainstorming meeting to decide the most important things for the company each year. Fourth, hold discussions with 10 unique users every month. After you have fully understood all your competitors and peers and conducted large-scale systematic exploration of user needs, you still need to maintain the highest level of sensitivity to the latest things in the industry. This is what keeps an old enterprise alive. Intel is aging because it did not spend a lot of money to acquire Qualcomm, AR M and Nvidia when they were small. A big reason why Google did not lose the mobile side is that it acquired Android. The reason why Facebook did not lose the younger generation is that it acquired WhatsApp and Instagram and madly copied its rival Snapchat . Momo has done the most bizarre thing now. It changed its homepage into eight grids. It used to be People Nearby, and then it copied Tinder and Inke Live , and now it has copied Flash Chat, Houseparty, Werewolf and everything else and put them on the homepage. This is how sensitive it is to its competitors. Similarly, when your business starts operating , the most important thing is to maintain personal interviews with 10 unique users every month, so that you can always stay sensitive to user needs, competitive conditions, the emergence of new things, changes in user trends, and the advantages and disadvantages of your own products. Be sure to find the most unique users. I often look for several types. One type is the particularly obsessed users. I will ask them why they are so obsessed. According to a friend, there is a girl born in 1999 who said she hasn’t used WeChat Moments for three months. Why is she so obsessed? The girl said, "I think Friend Impression is a systematic tool for showing off." I said we can use this as our advertising slogan. Every time I raise funds, I tell venture capitalists this. Why are we a systematic pretentious tool? Because showing off is what social interaction wants to express the most. Our page is structured and matrix-style, so our tags are no longer Facebook, LinkedIn, and QQ tags or friend impression evaluations. Instead, we make tags the “themes” that guide content (impressions). Commonly used tags are "Memorable places I've visited", "Best restaurants", and " Movies I liked". The girl said that one day she posted a tag called "skirt" in her friend's impression, and then posted more than 80 impressions of skirts under the tag "skirt". Because most high school girls only have 8 skirts, and 18 is already considered a lot, but she is a rich second-generation and has more than 80 skirts. Her classmates found it incredible after seeing it, so they all rushed to watch it on their friends' impressions page, which made her suddenly feel very satisfied. She said that if I post more than 80 skirts on my Moments, I will definitely be blocked, and my friends may even think that I am mentally ill, or that I am a micro-businessman, and that the scene is inappropriate; but the structured page of Friends' Impressions can fully satisfy the desire to show off and will not be disliked by friends. Inspired by the conversation with this user, we later operated and promoted a large number of tags that allow users to show off in a systematic way, do things that are inconvenient to do on other social apps , and record their own lives. For example, someone posted nearly 100 five-star hotels across the country under the tag "Hotels I've Stayed In", a traveler posted photos of his trips to Peru, Iceland, Kenya, Montenegro, Polynesia, Iran and other places behind the tag "Travel Footprints". Later, a well-known Chinese investor , in the impression of our friends, created a tag called "My Collection of Calligraphy and Paintings", and posted more than 40 of them. This kind of thing cannot be posted on WeChat Moments, but he was able to do it through our system. Let me give you another example. We once discovered the concept of "loneliness" when we were exploring user needs. I talked to a user and he said that when he feels lonely he would like to use the impression of his friends. Why lonely? Because I just broke up. I found that when people break up, they feel the most lonely and need some time to connect. So, because of this, we also organized an event for heartbreak. One of the topics is, if you are heartbroken, what would you do with the gifts your ex-boyfriend/ex-girlfriend gave you? Because of this incident, there is an art venue called Tianzifang, which held a joint event with us called the Museum of Broken Relationships. Everyone put things they didn't want after a breakup in the museum and wrote their own story. Therefore, when you communicate with these unique users, you will find many highlights, and then you can polish these points to the extreme. I talked to a girl once. She said that the friendship was like bringing together two people with similar interests in the vast darkness. At that time she suddenly asked, do you know Liao Yimei? I said at the time that she was divorced from Meng Jinghui. She said, "Oh, really?" I said yes, I believed that after the divorce, Meng Jinghui would never be able to produce a good drama again. What does she want to tell me? She wanted to use the words said by Liao Yimei, which she thought was a classic sentence that impressed her friends. This is what I call our weird users. "In this world, it is not rare to encounter love or sex. What is rare is to encounter understanding." My friend's impression is that he hopes to match understanding with people who understand him. I said that I knew this sentence, but didn't know it was said by Liao Yimei. I said if you like Liao Yimei, I recommend you a movie that you will definitely like, called "Rodin's Lover". She said at the time, I have watched it five times. She said that it was because of this movie that she fell in love with Isabelle Adjani, and they couldn't stop chatting. So, the match is very accurate. But when we were interviewing weird users, some of them particularly disliked their friend's impression and said, "Nonsense, your matching is not accurate at all!" We later found out why it was not accurate. For example, a user traveled to Suzhou from another place, and wrote the following under our "Travel Footprints" label: "I went to Suzhou and visited the Eslite Bookstore. It felt like a maze, with light music echoing in the building. It felt like a pilgrimage." We matched him with someone who likes pilgrimage and enjoys it. Can we chat with him? There is no way to talk, the two of them are completely different. Some people also had the impression that the word "maze" was written in it, but after we captured and matched them, they still had no common language. The person who matched him with the keyword "light music" couldn't start a conversation either. So where is our difficulty? Be sure to grasp the right keywords from here. To be honest, we are in a very painful situation now. Sometimes we are very accurate, sometimes we are not. Most of the time we are not accurate because it is very difficult to find the precise word through semantic analysis. Look at this guy, the Eslite Bookstore feels great, the things are very expensive, and yet the two of them can start chatting. They even took photos from almost the same angle. It was different when I matched with the right person, and we both started chatting happily right away. They ran a thousand kilometers and went to Suzhou for a trip. They didn't go to see any gardens, but went to Eslite Bookstore to show that they had matching points. People with resonance points and resonance have solved their loneliness and can easily chat, and they will definitely be better than those of Momo and Tantan. Today's Toutiao is pushing up the frequency. We found that high frequency is ineffective in socializing, so we must push low frequency. If you push two people with pop music, you can't play one piece, and 80% of children like pop music. But you can see what we recommend this. What does this boy like? Back shake, both have back shakes. "The backshake is the night of despair and the sea of hope that breeds hope. The backshake is an inconspicuous little emotion and a true feeling of the bottom. The backshake is a person's loneliness and a carnival for the resonators." It is a great writing, this is a boy. The girl said, "It turns out that when I listen to metal, I hope everyone can share it with me, and share his emotions across him. After entering the world of Housha, I unconsciously began to no longer expect anyone to resonate with me. Sharing gradually became my own viewing, and even if I listened alone, I was very happy. Housha was not sensational tragedy, but overflowing loneliness." Do you think these two people were having fun together? Just like my hundred years of loneliness, I definitely have a lot of fun. So you see, we later found that those weird users have the greatest value to you. It finds all your problems, especially those who abandon you. When you are talking to them, you know where your business will die. Later we talked about some social experts. He has played more than 80 social software and gave us a suggestion: Don’t be as relevant to the keywords as Baidu, Sogou, and Toutiao. Instead, we need to do a cluster so that a group of people will be willing to communicate and can chat together. It is these weird users who have given us a lot of help. Tencent has more than 3,400 products. How can Ma Huateng control these products? Driven by Ma Huateng, Tencent has formed a "10/100/1000 rule": product managers must do 10 user surveys every month, follow 100 user blogs, and collect feedback on 1,000 user experiences. They must "dive" at various product forums every day. Not only that, they also need to search for Weibo, blog, and RSS subscriptions, because high-end users don't bother asking questions on the forum, but those who make products must take the initiative to chase them out, search, and then actively contact and solve them. Fifth, use the third eye to look at the data. All Internet people will look at the data, and then analyze a large amount of data to solve the product problems. Through product improvement, see if the data is performed well. But I think sometimes you should look at the data from a reverse perspective, that is, you may have to look at the data from a completely different perspective and pattern. For example, the very important argument between me and my partner was last year. In the process of matching the friend's impression, there was a question. My partner thought that everyone should write the answer first and then you could slide the answers from others, just like Tantan. Of course, the difference is that Tantan is scratching the face, and we are scratching the content. We have a variety of questions, such as: What is the craziest thing you have ever done? What lyrics do you sound most obsessed with? What kind of life is what you long for? Can you forgive your cheating partner? You have to write the answer first before you can see other people's answers. Like Tantan. If you like other people's answers and others also mark your answer right, then you two can have real names in both directions. At that time, I had a point of view, sometimes I didn’t want to write it first, I wanted to read it first. But my partner said that if everyone reads it first, then no one will write it, and fewer people will write it. The data at that time also showed that if you don’t force it to be written first, you can read it, and the number of people who write the answers will be significantly reduced. So at that time, this matter was denied based on the data performance. Later, I thought it was wrong again and again, so when I communicated with various users, I found that many users were also disgusted with writing the answers first, and from the content, I found that some users just made up the word count and did not write high-quality content at all. Later, after a debate with partners and teams and everyone’s brainstorming, we found a way out of various ideas, which indeed led to a significant increase in data. The number of new answers in October increased by 169% compared with September, and the user matching success rate increased by 500%. What method was used? When users start to read other people's content, they do not need to force the answer to write first, but if they look at ten answers, they will give a prompt, which means that you will not be able to match others without writing. Of course, you can also eliminate this prompt and continue reading, but every ten views will continue to give a prompt. Why not force writing, and the number of people who write in the end will increase sharply? Because the more users read, the more they hope to match with other people they are interested in. The more they read, the more they know how to write stories to be more quality and attractive. So looking at the data with the third eye means that you should not get stuck in the data, nor do you think this path is not working just because the data denies you. More often, where does product decisions come from? In fact, it is not from the data, but from the previous three things. What does the competitor do, it must make sense for him to do this. Momo must be unable to understand why he put all the things from his eight competitors on it. He doesn't know which one can win. If he knows which one can win, just put one, that is, WeChat will definitely succeed in the future. Of course you have to dig through when you don’t understand. Let’s take an example. Both websites A and B operate similar businesses and have a stable user base. They all have similar website interface revisions. After the revision, Website A did not receive praise from users, but was scolded by many users; while Website B neither praised it nor scolded it. Judging from the data, the revision of website B should be relatively successful, because no users expressed dissatisfaction. But that's not the case. Although Website A has been criticized by many users, it means that many users care about it; for Website B, users no longer care about it. Website A refers to Facebook, and Website B is Live Space under Microsoft. Sixth, drive everyone crazy. To create an obsessive product, you must do this. "Turning crazy" means pushing everyone to their own limits. I'm better at pushing everyone around me to the edge of a cliff and catching him up when he's about to fall. Of course, I will consider the limits of everyone. Some people have strong ability to bear, so I will force them to insult them to death; some people have weak ability to bear, so I will force them to relax a little. Why do I do this? Because people's potential is forced out, and the best way to force a person is to insult him mentally. After you have insulted, his position is not as high as yours and he can't resist you, so he thinks that he must do it for you to show it, so he succeeds; if he is forced away by you, he is a coward, because awesome people can withstand insults and persecution. For example. When I was in Angli, because my headquarters was in Shanghai, our products were made according to the Shanghai syllabus, and the Shanghai children's test scores were particularly good. However, we found that different provinces use different textbooks, and even different cities use different versions, and there are 37 versions in China. But the funding for each set of textbook research and development is 20 million to 50 million. If we make 37 versions, the company will go bankrupt. what to do? I decided to make a version that allows students across the country to improve their scores, but the R&D department went crazy and thought it was impossible. But then we had all kinds of ideas and "driven everyone crazy" and finally came up with an idea. We drew the knowledge points of each version of the textbook into a circle and found that there is a lot of overlap of the knowledge points, and the more core the area, the higher the overlap, and the less core the area, the lower the overlap. Therefore, we put the core test points with the highest overlap as the parent version (including four major test points for words, sentence patterns, grammar, and functions) into the textbook. Therefore, the word and sentence grammar in our textbooks matches 80% to 90% of the teachings in various places, and the matching degree in core provinces is even 100%. At that time, many of our competitors were about to go bankrupt after making seven or eight sets of textbooks, so we simply did not expand. We could only use one set of products to fight across the country and successfully. So, when you drive everyone crazy, you actually make a unique product. Moreover, people feel a sense of pleasure after being driven crazy, and they enjoy this feeling very much, and the entire team is more combat-oriented. Let me give you another example. Our friends remembered that they had invested in SoftBank. SoftBank founding partner Song Anlan once wrote a friend's impression that "Han Ye Guests come to tea as wine, and the bamboo soup boils and fire is just red." This made us a little confused. Should we help him match the keywords "Han Ye", "tea" or "wine"? It seems that none of them are suitable, and it really will drive our team crazy. I studied this case alone for several months, and finally found the pattern. We think: when you cook a pot of tea, the water is startling when it boils, it is surprising. I wait patiently for the torment of tea and water, and finally hold a cup and taste it calmly. This is not a practice about life. Therefore, what we helped him match was "taking the world as the temple, the world as Bodhi, giving birth to a fire of fate, and cooking a pot of clouds and water to the Zen mind." He felt very accurate and shocked. For example, when some users use their friends’ impressions, they hope to match a kind person. But ten thousand people may have ten thousand descriptions of kindness. Some people think that being brave, earning money, and being enthusiastic about helping others is kindness; some people think that respecting parents, respecting others, and loving life is kindness; some people think that loving love to all things in the world is kindness; some people say that the world kisses me with pain, and I repay the world with songs is kindness... So how should we match kindness? At that time, we were really going to be driven crazy. Later, we found several AI experts, crawled all the methods that described kindness in social data, labeled them as kindness, and tried to match them continuously, and then gradually created a clearer and clearer user portrait . After continuous training, it may take one year, two or even three years to make our push more accurate. I believe that in three years, our product will definitely be the product in the world that understands each of you the most and makes everyone obsessed. With Jobs' departure, the Apple headquarters, which had been designed and built for 11 years, was finally put into use. Jobs used his paranoid personality and pursued perfection with an almost perverted pursuit, which made this building go through twists and turns that ordinary people could not imagine. In order to build a building, he forced two contractors to leave in four years, claiming to be the most Virgo Party in history. Just installing the door handles made the contractor rework for a year and a half. By the time the other party's person in charge left. The company's greening has bought all the greening trees in two states in the United States, resulting in no trees for other companies to buy. The most demanding thing is that the Party A also requires that when the final work is completed, a slight fingerprint cannot be left behind, and everyone must work with gloves. Even the office walls, Jobs kept pressuring: he hoped that the wood he used would be cut down in winter and the best in January, because the wood contained the lowest sap and sugar at that time. It forced a group of gray-haired architects to sit in front of him and shouted, "Holy shit!" Finally, I hope that you can see the end of this article in my article. You can truly stick to these six iron laws, and believe that you can persist more thoroughly than myself, and create a product miracle that far exceeds everyone's imagination in your industry! Make users obsessed with your product! The author of this article @Li Haoyang is compiled and published by (Qinggua Media). Please indicate the author’s information and source when reprinting! Product promotion services: APP promotion services, information flow advertising, advertising platform |
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