An article I read recently talked about the concept of a demand ladder, which is a simple and effective tool created by product people. It combines Simon Sinek's best ideas in his book "Starting with Why" and the classic system of Clay Christensen's "Work to Do" framework.

So, how to determine the' why' behind the product?

To quote Jeff Bezos, president of Amazon:

We should find out what they have in common, because change always exists.

Here are four models that apply to almost all consumer experiences and products. These viewpoints are not mutually exclusive and overlap in many aspects, but one of them can better echo the others.

What is the scarcest resource for customers now? It is the three elements of money, time and energy.

I came across such a meme, which is a good product framework.

When I was a child, I was full of energy and time. I just need to finish my homework every day, but I have no financial ability. Most of them come from my parents. In their youth, they have a certain economic ability and good energy, but they don't have much time. At this time, most people are struggling for their careers and jobs. When you get old, when you retire, you don't have to be busy making money for your work and career, but you don't have more energy and physical strength.

Through this mim, Bezos answered "After 10 years, what else is the same in the world". Amazon customers always want lower prices (money) and more efficient express delivery (time). Amazon's strategy is built by focusing on the needs of these core customers.

This concept is Anthony? Robin pointed out that he was a successful tutor. When mentioning his name, people usually answer two camps, either "I love him, he is great" or "he is a cult leader and a pyramid scheme". No matter what your personal opinion is, the framework system of six core human needs mentioned in his book is still classic.

Interestingly, Anthony believes that any experience, product or behavior will be addictive if your product embodies three core points.

For example, Facebook, a social software, has solved and satisfied the following problems: (1) Love and connection: establishing emotional connection with friends through the Internet; (2) Importance: the published content has been given feedback or praised. (3) Diversity: Customers never know what will appear in the feed stream.

It is also applicable to other fields.

I believe many people are familiar with the seven deadly sins. There are many descriptions in movies or literary works, and many products have also solved one of the seven deadly sins:

As long as the product is aimed at one of these seven deadly sins, it may be addictive. In this system framework, Facebook solves arrogance; Uber and Amazon solved laziness and greed; Mizijun, the king of the big stomach, eats 30 pounds of crayfish live to reflect overeating and so on. There are also some cases and hot spots of social phenomena, you can try to refer to them and see what else meets the requirements, but don't try on the edge of the law (smile).

Finally, some psychologists provide a framework for the meaning of life:

A key principle of behavior change and cognitive deviation behind people is to seek happiness and avoid pain. This has always been a good starting point when designing a product experience.

We have seen the rise of some products and services, which focus on seeking the meaning of life for customers, such as decompression and facing emotions. Mindfulness meditation belongs to this category, and there is also an information flow that generates feedback for customers.