What is intention? If you have worked hard to save hundreds of thousands of down payment for buying a house, spend a lot of time searching online every day. You go to the building materials city every day to fight with people who sell building materials, and you know exactly what tiles, lamps, toilets, furniture, prices, materials, types, etc. I believe it won't be long before you become an expert in decoration, because this is your own house. As long as you have it in your heart? Ownership, as long as you work hard, even a layman can become an expert. I believe that if a person can come up with such a spirit to make products, then there is no reason why he should not be an excellent product manager.

If it wasn't in my heart? Ownership means treating yourself as a part-time job and working for bosses and leaders. As long as they nod, they will never be an excellent product manager. You might say, then I'll do something else. I don't have a grandfather here, but I have my own place to raise him, but as long as you work part-time, you can only hang around. If you want to be outstanding, you can only wait for a lifetime.

A good product manager has a big ego in his heart. He is not responsible to the boss, but to the products and users. He may even regard this product as his own child. For example, if you are a designer, besides beautifying, polishing and making plans, do you also try your best to understand what this product is all about? What kind of people are users? Why do users use this product? What scene did he use? What value has this product created for users? If a technical engineer is only satisfied with piling up a bunch of codes to realize a product function, but never thinks that the product can be improved a lot by actively participating in this process, or he is unwilling to raise his own objection to what he thinks is wrong, such a technical engineer should not complain that he is? IT migrant workers, because of this way of thinking, are destined to be an IT migrant worker.

2. Take care of yourself and learn to look at the problem from the user's point of view.

An excellent product manager not only has a big ego in his heart and dares to take responsibility, but also has a small ego, even selfless, that is, he takes care of himself as a user and looks at the problem from the user's point of view. The word user experience is very popular in recent years, but why is it called user experience instead of product manager experience or boss experience? Because we make products, no matter how good the technology and design are, it is the users, not the product manager, not the boss, who will finally evaluate whether they are good or not. The reasons why bosses, product managers and industry experts choose a product are quite different from those of users. Users don't necessarily buy products that you think are good. How to learn to think from the user's point of view is a very simple thing to say, but it is actually difficult to do. Because everyone, whether successful or not, will accumulate their own life experience and experience, and their thinking will become more and more inertial, so it is difficult to break through the existing thinking mode. Generally speaking, this is that the ego is too strong. Making products under this powerful self, products have become for themselves.

To break through this inertia thinking, my suggestions are: First, read more books, read more newspapers, communicate more with people, and break the box in your mind with a brand-new thinking force from the outside. I suggest that when reading newspapers and magazines, product managers should read less high-end magazines and more magazines for ordinary users, such as computer fans, computer enthusiasts and computer software. The above contents may be ridiculous to technicians, but they are indeed problems encountered by ordinary users. Reading more such publications can help you see the problem from the user's point of view. I said at the activity of Geek Park in June 20 12 that only by doing so can you find real innovation from the needs of users.

Second, we should suffer from schizophrenia moderately. Take myself as an example. It stands to reason that I am a programmer, have made products and know technology, and any software is fine. However, when I watch 360 software, I will unconsciously become another person, an ordinary user who doesn't understand computers and has no patience. If I feel a little uncomfortable or can't find the function I want, I will drop the mouse and keyboard and have an impulse to rush over and unload. This is my valuable experience in practice for many years, and I think anyone can actually do it. Considering the problem from the user's point of view is not a problem of ability for many people, but also a problem of mentality. Therefore, I educate many people in my company to "think like idiots and act like experts". This requires the product manager of 360 to look at the problem from the perspective of ordinary users who know nothing about computers, and take action as quickly as a technical expert after discovering the problem.

3. Pay attention everywhere and look for opportunities to improve the user experience.

For excellent product managers, opportunities to improve the user experience are everywhere. An excellent product manager has an open mind and his vision is not limited to his own industry and products. A few years ago, I unfortunately broke my leg and ran up and down on crutches. I had to find a lot of people to find the department and run a lot of roads to complete these things. There is also the famous Xizhimen overpass in Beijing. When the driver got on the bridge, he followed the jungle. When you know you are wrong, it is too late. It can be said that these are all bad user experiences. In daily life, user experience is everywhere. We are product managers, but outside the office, we are users of other products. But we don't want to be a complaining user, we should upgrade to a higher level. After complaining, we should think about whether other people complain like us and how we can improve. You might say, hey, these things are none of my business, and it's no use talking about them. Who said that? How do you know if you don't try? Moreover, this is a kind of thinking training. I believe that if you can see many bad places, such as roads, traffic, remote control, car driver's panel and so on. You will definitely find the place where your product needs to be improved.

4. Thick-skinned, not afraid of scolding, heartless.

The most important quality of an excellent product manager is that he has a strong psychological quality, is not afraid of scolding, and is good at finding opportunities to improve products from scolding. Although the best products can solve users' problems, they are not perfect. There is no product without defects. Excellent product managers pursue perfection, not perfection. In other words, making products must be the best at some points that impress users, so that even competitors are far behind, and even desperate to stop catching up. At this time, real users will complain and scold if they are not satisfied with the product; Competitors will also hire many people to imitate the tone of users' scolding. In the face of overwhelming abuse, some product managers will have fear and feel that the product is in the wrong direction. At this time, I will encourage the team to say that the competitor is our grindstone, and even the opponent's gun draft should find inspiration to improve the product in negative information. Be sure to study their abuse, think about what can be improved in the product, and finally let him scold. In this way, our competitors have become our grindstones, sharpening their knives more and more, and we can cut the enemy under the horse when we start cutting.

Unintentional means not afraid of failure. Because good products are constantly polished, a good user experience is definitely not in place at one time. Really innovative products must be rough and ugly when they first come out. Look at the first generation of Apple computers, early versions of Windows, Apple's first mobile phone and so on. It doesn't matter if they are rough and ugly, but they can be improved. The key is to solve the user's problems.

The ultimate success of a product is not to defeat the enemy by one move, nor can it be an instant hit. Constantly polishing, failing, trying for at least three or five years. Without perseverance, it is difficult for a product manager to make a good product. Some people say that making products should be like making works of art, but works of art can only be seen by a few people, and even works of art are appreciated by artists and made for themselves. However, judging whether a product is successful or not depends on its commercial success, so it must be recognized by the public. Therefore, product managers must communicate with the public and tolerate suggestions from various users, no matter how abnormal they seem; You should be able to tolerate the scolding of your competitors, even if it is a rumor. There is a saying in Disciples Rules: "I am afraid of being famous, but I am overjoyed." Such a high moral requirement is difficult for us ordinary people to achieve. But as product managers, we can treat criticism with a happy attitude, because we all know that criticism has the opportunity to improve products.