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The second translation article, this issue is the abstract of TED's speech article. The author sorted out the opinions and suggestions of nine speakers on the work of product managers for your reference.

In this era of "everyone is a product manager", product manager seems to be a very powerful title. However, product manager is not an easy position. After all, the product manager should be fully responsible for the product or product line, and every milestone in the product life cycle requires the product manager to invest his own efforts and energy.

If you are a product manager who is looking for new ideas and creativity to improve work performance, and if you are eager to be a successful product manager, then TED's speech can provide you with a lot of inspiration and motivation. We carefully selected nine secrets of success from the great god ted.

1. Become a team leader

Josh Elman, a former Twitter product manager, also worked on Facebook and linked, and is currently one of the founders of Greylock. He believes that product managers can help companies and teams communicate products to target users. He doesn't think the product manager is a CEO, but he emphasizes that the product manager is more like a team leader. The product manager helps and leads the team to better let the actual users use the products and enjoy the benefits of the products. The advantage of product manager is to strike an effective balance between making correct products and creative thinking.

Guide inspiration

Adam Nash, former CEO of Fortune Group and vice president of linkedin products, also expounded the view that product managers are team leaders in a speech held by Google Ventures. He also believed that product managers should understand the bigger business vision and long-term goals. A good product manager understands that the success of a product depends on the continuous efforts of the whole team, not just individual performance. Craig Walker, founder of @dialpa, a company that provides online meetings and cloud communication services for enterprises, added that product managers should communicate more with engineers, designers and marketers. Therefore, the product manager must encourage and motivate every member of the product team with the same rhythm, so that product research and development will develop in the right direction.

3. Understand your product with your heart.

Former vice president of Google, now vice president of Android? Johanna Wright also mentioned in the discussion with Nash and Walker that product managers should really know their products and users. This is not only to know how to make products, but also to know the functions and specifications of products, as well as all relevant technical information. Product managers should know, appreciate and understand their products with heart. It would be better if the product managers themselves are real users, which will help them to have more contact with the target market.

4. Clear product objectives

Simon Sine k, a marketing consultant and best-selling author, mentioned the golden circle theory in his TED speech-an enterprise or business needs to define a three-tier concept, the core of which is to understand "why to do it", followed by "how to do it" and finally "what to get"

Sinek believes that to make the company better, the most important thing is to establish business from the core layer to the outer layer. The answer to "why" becomes the fundamental value of the company. As Sinek said, "People won't buy what you make. They bought you off. Why did you do this? " The purpose of the company is to put everything in the enterprise in the position of its own application. Product managers and other relevant personnel must keep this in mind when planning products, understand the significance of the existence of companies and products, regard this significance as the soul and core values of products, and let it take shape in the process of designing products.

5. Choose your target market correctly

Pepsi or Coca-Cola? Regular coke or diet coke? What is your choice?

Sheena Iyengar, a psychological economist, had an interesting discussion on how people choose and achieve their goals. She cited three common choices made by Americans as examples. It is best to make your own choices in life. The more choices you have, the more likely you are to make the best choice. Never choose.

She believes that the reason why Americans have such a view of choice is related to the specific cultural characteristics of American society and will have a certain impact on consumers' consumption behavior. Product managers may find Iyengar's view of analyzing the value of consumer behavior. After all, your users have specific cultural backgrounds, and you must understand these cultural backgrounds, the reasons why they buy your products or the possibility of buying your services. Understanding consumer behavior and its influence on decision-making can help product managers understand how to sell products, so that product managers can adopt appropriate methods to promote and let users use products.

6. Be frugal and innovative, and make good use of limited resources

Navi Radjou, an innovation consultant, said in his TED talk that innovation practice often faces the headache of limited resources, and he put forward the concept of frugal innovation. He pointed out that product managers should pay attention to these three key points: first, products should be concise; Second, make full use of existing resources; Third, comprehensive consideration. These three points will help product managers create more valuable products with limited resources. Thrifty innovation will push you to actively recognize limitations and see them as opportunities rather than just difficulties. Radjou said, "frugality and innovation are not for doing things, but for doing things better." He stressed that it is always possible to find a suitable way to create more value at lower cost and do more things at lower cost. Finally, users will get more value from products and services, not just the creation value of products and services.

7. Grab the user's attention

No matter what your product is, no matter what added value you provide to your customers, if people don't know this, it will be a blank sheet of paper. Seth Godin, an influential entrepreneur and marketer, said that sliced bread came out between 65438 and 2005, because no one knew it, so no one cared about it. He also pointed out that people today are faced with too many choices, but too little time, which forces them to ignore these choices. Therefore, in order to get attention, you must become a purple cow among ordinary cows.

In his speech, Godin put forward three golden rules for product managers:

1. Create some great products;

2. It's not enough to have a standard product, but also make people shine.

3. Sell products to people who care about them. They will discuss the importance of spreading product ideas and help you find your target customers.

8. Don't ignore the details

When Margaret Gould Stewart, vice president of Facebook product design, discussed product design, no detail was ignored because it was too small. One example is rebuilding Facebook's "Like" button, and it took the designer 280 hours to get a satisfactory design. Stewart also reminded designers that "design should consider the target users, and how to design it so that users can use it better, not just yourself or your own preferences".

One example is the redesign of Facebook's favorite button. Stewart also reminded designers: "This is not about you or your portfolio, but about the people you are designing and how your work can help them live a better life."

9. Let users fully understand your products.

Different users have different perspectives on how to look at and understand new products, and different users have different needs and understandings of product functions. This requires product managers, designers and manufacturers to take this into account when designing new products. You need to let your users fully understand your product and its value; As a product manager, you need to make sure that there is no obvious gap between your users and products.