I think not only Internet practitioners can benefit from it, but also entrepreneurs and enterprise digital upgrade teams can find ways of thinking worth learning from.
When I heard a point about product requirements and functions, I suddenly found that the ideas here may help companies think about how to do digital operations, so I shared and discussed them.
In the book, the author specially uses a small chapter to remind product designers in the "Insights into Requirements" section: the difference between functions and requirements; this question is actually the author reminding product designers that when designing products, do not pay attention to product functions. Instead, focus on the actual needs of users.
When we often talk about product functions and needs on a daily basis, the most classic example is: consumers say I want a faster horse, and a car is the best solution.
The car is a solution and a function; and his demand is - more efficient travel efficiency.
The book takes an ATM machine as an example. When we design an ATM machine, what functions do we see? Withdrawals, deposits, logins, inquiries, etc…
But in fact, in the entire service process of the ATM machine, what the user sees is only a contact point; and in the entire banking system, the ATM machine carries the important task of improving the efficiency of cash flow. This is the real need.
How much cash can be put in the ATM machine can not only ensure the efficiency of cash flow, but also ensure that the user can always have enough money when withdrawing money? How many machines on how many sites? What is the service worker plan for each machine? Wait, this is a complete solution, and the final requirement can be achieved through systematic thinking.
This is the difference between requirements and functions.
With this way of thinking, we can discuss what are the ultimate needs of enterprises when they are doing digital upgrades? What is a complete digital solution?
1. Why digitize?
Why do companies need to digitally upgrade? Starting from the company's strategic level, it is necessary to do:
1. In order to develop in the long term, an enterprise must do
Under the digitalization trend of the whole industry, under the full promotion of government policies, all enterprises in the future must be digital enterprises; if enterprises do not follow the trend, they are going backwards; the realization of digital upgrading of enterprises is a decision at the strategic level.
We get on the bus first when we can’t understand it; finally, we can understand it, learn it, and do it well; we can gain an advantage in the next stage of competition.
2. The digital operation of private domain traffic is a battle for territory, and it has to be done
The C-side public domain traffic dividend has disappeared, and the battle for refined operation of private domain traffic has filled the air.
If you don’t do a good job in private domain traffic operation, there will be no good traffic foundation in the future market battle, and the foundation is not solid; for the sake of competitive advantage, private domain operation country email list should be done.
3. Enterprise digital organization, soon to be done
The popularity of digital stores and the rapid growth of digital operation talents; future consumption patterns and sales patterns will undergo earth-shaking changes. Enterprises do not follow the trend to learn and progress, and there are no talents and mechanisms for digital operation within the enterprise. In the future, the attraction of talents will be greatly improved lose advantage.
Therefore, to gain a firm foothold in the market competition, compete for territory, and gain a competitive advantage; these reasons are the basic strategic issues that have always existed in the survival of enterprises. In order to grow and develop, digital upgrades must be done.