Use the pyramid principle to operate your product well!
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During the Spring Festival, I used my free time to read Barbara's " The Pyramid Principle " again. The last time I read this book was when I had just graduated from college. I read it quickly after hearing many people recommend it. Perhaps because of my limited experience, I didn’t understand a lot of it, but subconsciously I still felt that this was a good book. I picked it up and read it again. From the logic of expression to the logic of thinking to how to solve the problem, it seems not difficult to understand. However, there are many things to learn from the logic of action and the logic of solving and analyzing problems. It is especially good news for those who are engaged in operations . Because now many people who are engaged in operations are clinging to the concept of operations and trapping themselves in the dead end of their thinking. Their understanding of operations remains at the level of doing miscellaneous and non-skilled work. My understanding of operations is nothing more than a problem-solving process: discovering problems - analyzing problems - providing solutions to problems, which is the pyramid principle and also your thinking logic for solving problems. This is also the reason why I answered on Zhihu what is the core competitiveness of an operation. What is the concept of the pyramid principle? I believe that many newcomers to the workplace, and even veteran employees who have been in the workplace for a long time, have heard people around them recommend "The Pyramid Principle". I also believe that most people (of course there are still a few people) have only heard of the benefits of this book, but have not actually read it, read it completely, and analyzed why this book is so good? Here, Brother Xiaoyu will tell you what is good about this book and what it can bring to our product operations ? First, let me briefly summarize the definition of the pyramid principle and what problems it can solve. The pyramid principle is that anything can be summarized into a central argument, and this central argument can be supported by three to seven arguments. These first-level arguments can themselves be arguments, supported by three to seven second-level arguments, and so on, extending like a pyramid . The middle step, from top to bottom or from bottom to top, is a process of analyzing and solving problems. It mainly helps us to have clear logic and distinct levels when thinking and doing things, and to have clear views, prominent key points, and simple and easy to understand in communication, so that the audience will be interested, understand and remember. In short, one word: logic Let's look back at the whole book. As shown in the picture above, we can see that the book is mainly divided into four chapters: ●Logic of expression ●Logic of thinking ●Logic for problem solving ●Demonstration logic The logic of expression The first section introduces the basic concept of pyramid structure and how to use this principle to build a basic pyramid structure. The content of this article is enough for you to understand and apply simple official document writing skills. The logic of thinking This chapter explains how to grasp the details of thinking in depth and detail to ensure that the sentences you use truly and clearly present the ideas you want to express. This article cites many examples to highlight the importance of forcing oneself to "think calmly" in order to clearly express one's thoughts. Logic for problem solving This section is the focus of the book and provides a lot of methodological guidance for us in approaching problems at work. and those who need to analyze complex problems and draw conclusions to make decisions. This article introduces how to use multiple frameworks to organize the analysis process at different stages of the problem-solving process, so that your thoughts are actually pre-organized, making it easier to apply the pyramid principle. Demonstration logic It mainly introduces how to make the presentation more specific in writing, PPT and between the lines. For example, when writing an article, you can use multi-level headings , line indents, underlines and numbers to highlight the overall structure of the article and the transition between the main combinations in the pyramid structure. It also shows the transition between the main idea groups in the pyramid structure. We have talked about so many concepts and ways of thinking about the pyramid principle above, so how do we apply it to our product operations? Anyone who has read this book knows that Barbara wrote this book in order to enable people in the workplace to work and communicate with clearer thinking. We have heard the saying: "A man of culture is naturally elegant" , which means that only when we have accumulated enough knowledge can we have the capital to express ourselves, and the ideas and opinions we express will have depth and meaning. So when you understand these guiding methods, you will be able to use them more freely when operating your product. For example, we all know that product operation is to use all available resources and tools to make your products (services) better connect with your target users . And this process is a process of constantly discovering and solving problems. For example, a few days ago, a friend asked me, "We are now preparing to launch an e-commerce APP. Do you have any suggestions on marketing and promotion ?" Later I also answered this question on Zhihu . Of course, when I answered this question, I first regarded myself as a member of the product team and made suggestions. Here are some of my suggestions, translating the approximate meaning of the speech into plain language (there are some differences, but the general meaning remains the same): 1. Product positioning 2. Target Users 3. Product Operation 3.1 Early and mid-term: content operation , event operation , channel promotion 3.2 Later stage: user operation , community operation , business cooperation, points mall First, I will list a framework. When I am asked to promote this product, I have already generated a framework in my mind. Because according to the pyramid principle, the result comes first and the process comes second. I must have a marketing plan for this product in my mind. If this product has been formed, the first thing to do is to clarify your product positioning. According to the prompts given, I roughly know that this product is an e-commerce APP, and it sells daily necessities. Secondly, if I want to achieve a cold start of the product, I need to find out where my target users are? Because only when you know where your target users are can you place targeted advertisements and tap into potential users. The most important point is when you know where the users are? Only then can you "hit wherever you point", this is the strategy. Later, I will start to operate a series of products. I divide this process into early, middle and late stages. In the early and middle stages, I mainly focus on content operation, event operation, and channel promotion. Because the product is "poor and blank" in the early stage, channel optimization is particularly important at this time . In addition, the content presentation format of the product needs to be planned. These are the most direct reasons for users to use your product or not. However, this can also be used to operate some activities, but it is not the main thing. The later stage will focus on event operation, user operation and business cooperation. Because when the product has accumulated a certain amount, it is necessary to put user operation in a primary position. This group of users is the key point for your product nuclear explosion and product conversion. Also, you should do some business cooperation at this time, whether it is online or offline, and you need to plan and follow up. The blank period of a product's online promotion is mainly like this. Of course, I have mainly talked about some ideas here, and the specific operations still need to be planned and implemented. Here, I mainly want to talk about the pyramid principle, which is actually very important in guiding us in product operations. Next, I will talk about how to combine the three pillars of operations (activities, content, and users) with the pyramid principle to easily carry out our operations work. Application of Pyramid Principle in Activity Operation We can see from the above picture that when we plan an online event, we must have a thinking framework for this event. This thinking framework is what we need to complete from before the event to the end of the event. The advantage of doing this is that people can clearly see the process of the event. Thinking framework for event operations The first step is to establish the goal of this activity. According to the basic structure of the pyramid principle, the conclusion comes first. Only by knowing the results of this activity can we allocate appropriate resources to achieve this goal. It will not deviate from the original intention of this event. The second step is to determine the time and place. Let's talk about time here. In fact, the time for an event should be inseparable from three aspects. The first is to take advantage of the trend and plan some corresponding activities based on some hot spots; the second is to do some marketing activities on some festivals; the third is to create festivals by yourself or plan some online activities according to your own business type, just like Tmall Double Eleven , JD 's 618 and so on. The third step is to determine the type of your event , that is, what form do you want to use to present your event? Using H5? Or plan a topic event with big Vs on Weibo? Or something else? This is something you need to discuss with your team. What I want to talk about here is what is the highlight of this event? You have a rich prize? Or fun and interesting? Because if an event is too ordinary and fails to highlight the marketing goals of the event, the final effect can be imagined. For example, every marketing campaign of Durex is just right, thus triggering others to comment and forward. When you have the time, place and topic ready, the project can begin. Start designing and producing materials. At this time, the project manager and product operations must follow up on the progress of the project and confirm the completion time of each material. The fifth step is the publicity channel for this event. In fact, this requires a plan before the event begins, which is about the promotion channel of the event. We generally divide promotional channels into on-site and off-site channels. The on-site channels mainly include the resource location and push notifications of our products; the off-site channels mainly include channels with some media, as well as collaborations with some celebrities. The sixth step is to prepare a backup plan for this event . The backup plan is risk control. We need to minimize the risk of each event, so we must prepare for it. The backup plan will mainly involve technology, promotion channels, laws, cheating loopholes and other aspects. After the activity goes online, we must always pay attention to the dynamic direction of the activity . There are two things we do for a long time in the activity. One is data. The data we monitor in the background is real-time. Once we get this data, we need to analyze it to guide the continuous improvement of the activity. Finally, after the event, we have to review it. In fact, I can imagine that a company will do a summary after each event. Many companies are more casual and just talk about the good and bad of this event, and then just let it go. How to improve or avoid bad things from happening again in the future is discussed in a more general way. After the event is over, we need to review it, looking at the background, goals, results and shortcomings of the event, and finally make an improvement plan. Improvement is an important part of this event, as it can prevent some mistakes from being made again. Many people say that they have no idea what to do every time they organize an online event. If you can list out the things that need to be done every time you organize an event, it will not only help you sort out your thoughts but also shorten the time of event planning . Application of Pyramid Principle in Content Operation Content operation is what we come into contact with the most, and it is also the first module that many newcomers to the operation industry come into contact with. For example, editors, editors, and new media operations are all subcategories of content operation. Thinking framework for content operations If you were asked to be responsible for the content of a product before it goes online, how would you start? In fact, after working in a certain module of an operation for a long time, you will feel overwhelmed if you are suddenly asked to be in charge of a slightly larger project. Because I don’t know where to start. So this is where you need to use the pyramid to organize your thoughts. When we first launch a product, we still have to start with our own product positioning . Only when we are clear about the positioning of this product can we create suitable content and push it to the right users. The second step is to know where your users are? Are your users post-00s from the 2D world? Whether they are the new white-collar workers in the workplace or college students, you have to investigate them clearly. If you don’t even know where your users are, you cannot carry out your promotion at all. Now that you know where your audience is and the positioning of your product, you need to know whether the content is officially produced or produced by your users. If it is an official output, the advantage is that the timing and quality of the content can be controlled to achieve the purpose of meeting user needs and conveying product tone; the disadvantage is that the labor cost is high and it is not suitable for mass production. If it is user-generated, you need to design your user incentive mechanism and community norms mechanism to improve the quality of user-generated content. The fourth step is push. Push may be a trivial function for users, but it is a point that many operators do not master well in operation. Because it is impossible to push accurately, it will cause harassment to users to a great extent. If the content is pushed well, all indicators will improve. If the push is not good, it may directly lead to user loss. Some apps now have personalized push notifications enabled. That is, when a new user registers for the app, the app will first ask you to select some topics that interest you. Then, when the official push notification is sent, the background will automatically identify whether you are following such topics. If so, it will push notifications. If not, it will not bother you. I won’t go into more details about push here. If you are interested, go to Zhihu and search for push, you will find many answers from experts. The last thing is data monitoring. In fact, data is the basis of some operations. Without data, many things cannot be carried out scientifically. So when you are in charge of a product, a data monitoring system is essential. If you want to build a content data system, what data must we monitor? I mainly divide data monitoring into behavioral data, traffic data and business data. Behavioral data mainly refers to the user's actions in the product, such as usage time, number of launches, etc. Traffic data mainly includes pv, uv, etc. The business data mainly includes the total number of users, conversion rate , etc. After we get the data, the most important thing is to analyze it. After the analysis, we need to provide feedback, continuously improve, and produce content that users prefer. Application of Pyramid Principle in User Operation User operation is one of the operations that focuses on psychology. Here I will take a community product as an example and combine the pyramid principle to explain how to build a user incentive system for this community product. A thinking framework for establishing a user incentive system Here I would like to recommend a good answer from Zhihu @杨国庆Larus, "How to design a relatively complete user incentive system with user stickiness?" ”, which mentioned that the user incentive system is the design of the game , which is nothing more than grasping the eight core driving forces of users, namely: ●Epic Meaning & Calling: Do something bigger than yourself! ● Development & Accomplishment: Make progress and achieve success ●Empowerment of Creativity & Feedback: Creativity, instant feedback! ● Ownership & Possession: The desire to own more things is greedy! ● Social Influence & Relatedness: Social Psychology! ●Scarcity & Impatience (Rare & Impatience): What you can’t get will always make you restless! ●Unpredictability & Curiosity: Curiosity kills the cat and the mouse! ●Loss & Avoidance: Fear, fear, and all negative emotions that you want users to do what you want them to do have a set of formulas: B (behavior) = M (mov) A (ability) T (trigger) ——Behavior = motivation * ability * trigger. Do you feel a little inspired after reading this? So when you want to establish a user incentive system, you must first understand what users want? At this point we can start building our user incentive system. First of all, you still have to establish the goal of this system, whether it is to increase conversion rate, increase page views, attract new customers , or all of them, because everything we do has a purpose, so listing your purpose will help you carry out the next tasks. The second step is to identify your users, know what type of users they are and what they like. What don't you like? Do they like to stay at home or go out? Because only by understanding their habits can you know what kind of motivation you need to use next? The third step is to define the user's expected behavior . How to explain this sentence? Users have expectations when using a product. From discovering the product to becoming familiar with it, it is a process. When we design the product's incentive system, we need to know what behaviors users will perform when using our products and what we expect. We also need to have a guess. For example, when a user uses a product, he or she will generally go through the process of discovery, getting started, familiarity, and activity. For example, I learned about the product Zhihu from a friend, and then I would use it. I will register first and then browse the contents. That’s the beginning. Then I found that the quality of the content was very high, and I would go in and browse the content every day, no matter whether it was to improve myself or to kill time, Zhihu just attracted me deeply. One day I started trying to answer some questions, and also wanted to get some recognition and vanity from this product. At this point, it shows that Zhihu has been a success and its business logic is in line with the expected behavior of early users. The final step is to define the incentives and rewards for this product. It is mainly divided into material incentives and spiritual incentives. First, let’s talk about material accumulation. Material incentives are generally not recommended because they are not suitable for use in some community products. An example will make it clear. For example, one of your incentives is that as long as you post a message, you can win 1 dollar in cash. At this point, users’ focus is no longer on making friends or showing off their vanity, but on actual rewards. In fact, your community has changed. Therefore, material incentives are not recommended. Spiritual motivation is what we should promote when operating a community. Spiritual motivations mainly include points, medals, rankings, etc., and these spiritual motivations are actually the second of the eight core drivers mentioned above: progress and sense of accomplishment. A person needs to be praised. At this time, in the product, as long as you continue to motivate users, and users continue to interact and produce content, your product can have the possibility of continuing to operate. The three operational pillars of users, content, and activities mentioned above all operate based on the basic principles of the pyramid principle, from top to bottom, conclusions first, top-down control, logical progression, and framework first and details later. The advantage of doing this is that when we are doing product operations, we will not perform operations poorly due to confusion or unclear goals and processes. If we adopt pyramid thinking to build a good framework, we can make the whole thing clearer, with clearer layers and more focused. It is very clear what to do first, what to do next, and what to do next. This is why I so advocate the use of pyramid thinking for product operations! If you pay close attention to my articles, you will find that each of my articles has the shadow of a pyramid. This is why I say that I use plain language to explain the principles of product operation so that everyone can quickly understand the central theme. Key points 1. The understanding of operations is nothing more than a problem-solving process: discovering problems - analyzing problems - providing solutions to problems, which is the pyramid principle and also your thinking logic for solving problems. 2. The pyramid principle is that anything can be summarized into a central argument, and this central argument can be supported by three to seven arguments. These first-level arguments can themselves be an argument, supported by three to seven second-level arguments, and so on, extending like a pyramid. The middle step, from top to bottom or from bottom to top, is a process of analyzing and solving problems. 3. It mainly helps us to have clear logic and distinct levels when thinking and doing things, and to have clear views, prominent key points, and easy-to-understand communication methods, so that the audience can be interested, understand, and remember. In short, just one word: logic 4. Demonstration of pyramid thinking in activities, content, and users’ actual work Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @艺林小宇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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