产品经理最容易犯的12个错误.pdf

The Top 12 Product Management Mistakes 由NordriDesign提供 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 0.提纲目录 1. 概述 - 为什么产品人员会容易犯错误 2. 产品管理中产品人员最愿意犯的12个错误 I. Confusing Customer Requirements with Product Requirements II. Confusing Innovation with Value III.Confusing Yourself with Your Customer IV. Confusing the Customer with The User V. Confusing Features with Benefits VI. Confusing Building Right Product with Building Product Right VII.Confusing Good Product with Good Business Model VIII.Confusing Inspiring Features with “Nice-to-Have” Features IX. Confusing Adding Features with Improving Product X. Confusing Impressive Specifications with an Impressive Product XI. Confusing a Complete Product with a Sellable Product XII.Confusing Product Launch with Success 3. 总结, QA 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 The Top 12 Product Management Mistakes 1. 概述 - 为什么产品人员会容易犯错误 2. 产品管理中产品人员最愿意犯的12个错误 I. Confusing Customer Requirements with Product Requirements II. Confusing Innovation with Value III.Confusing Yourself with Your Customer IV. Confusing the Customer with The User V. Confusing Features with Benefits VI. Confusing Building Right Product with Building Product Right VII.Confusing Good Product with Good Business Model VIII.Confusing Inspiring Features with “Nice-to-Have” Features IX. Confusing Adding Features with Improving Product X. Confusing Impressive Specifications with an