Six principles of needs analysis (1) Never appear to be smarter than the customer
1. The first principle of demand analysis: Never appear to be smarter than the customer.
Cleverness is wronged by cleverness. There are too many such things. Our product managers are all wise people, not smart people.
2. The first point of principle: understand the needs, not criticize the customer.
Product managers are not critics, they must attach importance to customers psychologically, respect customers in actions, and treat every customer equally.
3. The second point of principle: The customer is more familiar with the business environment than you.
The product manager is only familiar with the product itself, but what the product manager does is not only the product itself.
4. The third point of principle: Only customers know the real problems, and what we have to do is to make customers willing to speak out.
Customers will give you feedback, but some of these feedbacks are true and some are perfunctory. If you want to be true or perfunctory, please refer to the first point of the principle.
Six principles of needs analysis (2) Respect the user’s realistic choices
1. The second principle of demand analysis: Respect the actual choices of users.
The product is objective, the user is objective, the use is objective, the demand is also objective, and everything is realistic.
2. The first point of principle: the customer is always right.
Customers are not our enemies. Customers will not harm us. The demands put forward by customers seem to embarrass us, but in essence it is for customers to use products better. Therefore, customers will not embarrass themselves.
3. The second point of principle: Provide the most suitable solution, not the best or most expensive solution.
What we can do is not necessarily the best. What we don’t want to do is sometimes what customers need most. Finding the most suitable customers, not the most suitable for us.
4. The third point of principle: Don’t treat customers as fools.
There are no fools in this world. People who think they are fools are really fools. Don’t fool your customers, don’t deceive customers. If you have to add a deadline before this, I hope it will be “forever”.
Six principles of needs analysis (3) The person who relays the needs is also the customer
1. The third principle of demand analysis: third parties are also our customers.
As long as it is a demand for our products and business, it is our customer and should be treated equally.
2. The first point of principle: third parties generally think of themselves as designers.
They may be familiar with the product, but may not be familiar with the entire business, so they cannot become a designer.
3. The second point of principle: the third party may omit or supplement some additional requirements.
Everyone expects the product to be good. This kind of strong success psychology can easily make people feel dizzy and affect our selection of needs.
4. The third point of the principle: Do not complain or be angry about the free play of third parties, but treat them as customers.
Customers are first, and they are our customers. Therefore, we should treat their ideas calmly, no matter if these ideas are for public or private reasons.
Six principles of demand analysis (4) Customers and users should be treated differently
1. The fourth principle of demand analysis: customers and users should be treated differently.
Customers are customers and users are users. Sometimes they are consistent and sometimes separated. This is the first thing we have to figure out.
2. The first point of principle: The product is designed for the end user, and the required function is determined by the end user’s use requirement.
The user decides the product, and our needs work is based on the user, starts with the user, and belongs to the user.
3. The second point of principle: Seek value demand for customers.
Customers are diverse, and value orientation is also diverse. Whether our products can carry diversified customer value determines whether the products can achieve the ultimate exchange.
4. The third point of principle: The interests of users are above all else.
The final value of the product is reflected by the user. If the product is separated from the user, it is “the skin does not exist, the hair will be attached.”
Six principles of needs analysis (5) Use the simplest writing tool to record needs
1. The fifth principle of demand analysis: record demand with the simplest writing tool.
The customer is not troublesome, and the demand is not complicated. The trouble is that we make everything too complicated.
2. The first point of the principle: the things that everyone can understand are the least prone to errors.
No one likes complicated things, and demand is no exception.
3. The second point of principle: things that do not need to be learned are the least prone to errors.
A product is a manifestation of demand. No one likes a complex product. To do this, start with demand.
4. The third point of principle: Don’t expect customers to spend more time to understand the prototype after the requirement conversion.
If I spend some work, the customer can save some trouble, and if the customer saves it, we will save it in the end.
5. The fourth point of principle: Maintaining smooth communication is the guarantee of understanding needs
To achieve clear requirements, we must achieve repeated communication.
Six principles of needs analysis (6) There is no free lunch in the world
1. The sixth principle of needs analysis: There is no free lunch in the world.
If you want to get it, you have to pay. The amount paid is not necessarily the same as the amount you get. As a product manager, you want customers to pay as little as possible and get as much as possible, but it will never be free.
2. The first point of principle: customers never have unreasonable demands.
Customer needs are realistic and reasonable, because these needs are objective, but we are usually accustomed to subjectively to objective.
3. The second point of the principle: customer requirements can be achieved.
There are no unachievable needs, only the needs that we don’t understand deeply enough.
4. The third point of principle: We can do this-this is the cost required.
Cost first or demand first, the customer left this problem to us, we use our wisdom to solve this problem.
