高階的產品經理是什麼樣的？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"每一個APP背後至少有一個產品經理和一個程序員。絕大多數公司產品具體長什麼樣子，都是由產品經理主導的。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"產品經理的工作非常重要。目前來說，產品經理入門的門檻很低，但競爭十分激烈。但工作3、5年之後，產品經理的能力分化會很嚴重。想要更進一步，主要看個人的天賦、眼界以及知識儲備。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我自己感覺，那些剛剛入門的產品經理很容易被自己的認知所禁錮，每次都習慣用同樣的思考方式去考慮需求。我認爲如果你想要晉升，必須突破自己的認知邊界，成爲一個跨界高手。你得了解用戶、瞭解市場。所以你需要懂經濟學、懂心理學。不只是淺嘗，而是精通。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在工作中，有兩個能力對產品經理要求是非常高的，一個是需求洞察力，需求洞察要求你必須深刻理解用戶的真實需求，更進一步的是，拆分出用戶在不同場景下的需求，精確捕捉用戶的“痛點、爽點和癢點”，這樣才能做出一款真正的好產品。不用懷疑，高段位的產品經理都是洞察人性的大師。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另一個能力是對用戶的體驗高度敏感。我們的目標不僅要滿足用戶的需求，還要讓用戶在被滿足的過程中擁有正向激勵的效果。而且在用戶規模足夠大的情況下，任何一個小的改進都能給你帶來巨大的回報。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"《俞軍產品方法論》裏面有講產品經理需要掌握兩個知識模型。一個是用戶模型，另一個是交易模型。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"用戶模型是指用戶的個人偏好和行爲反應模式。簡單理解就是產品經理想象出的消費者的樣子。不同用戶之間消費決策並不相同，甚至在不同場景下的決策也不一樣，同樣是購物，他有時候會去拼多多，有時候會去京東。一個能力強的產品經理，是可以在產品迭代之後，精準預判出用戶行爲的變化。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"交易模型是指產品經理要搞清楚各利益相關方在交易中的利害得失，畢竟如何分餅決定了餅的大小。然後還需要創造有利可圖的用戶價值。俞軍在書裏用了一個簡單的公式來概括：用戶價值=新體驗-舊體驗-替換成本。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"高階的產品經理，必須要考慮用戶價值和商業價值的閉環，也就是：在洞察用戶需求的同時，考慮成本和收益；反過來，在考慮成本和收益的同時，重視用戶利益和長期發展。產品經理的核心能力，其實就是在用戶價值、商業價值、社會價值等多個領域的複雜要素面前，做正確的權衡取捨。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最後奉上俞軍產品經理十二條：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1、產品經理首先是用戶","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2、站在用戶角度看待問題","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3、用戶體驗是一個完整的過程","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"4、追求效果，不做沒用的東西","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"5、發現需求，而不是創造需求","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"6、決定不做什麼，往往比決定做什麼更重要","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"7、用戶是很難被教育的，要迎合用戶，而不是改變用戶","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"8、關注最大多數用戶，在關鍵點上超越競爭對手，快速上線，在實踐中不斷改進","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"9、給用戶穩定的體驗預期","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"10、如果不確定該怎麼做，就先學別人是怎麼做的","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"11、把用戶當作傻瓜，不要讓用戶思考和選擇，替用戶預先想好","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"12、不要給用戶不想要的東西，任何沒用的東西對用戶都是一種傷害","attrs":{}}]}]}