principle 1: never appear smarter than your customers
understand the needs, not criticize the customer. you are familiar with the product and technology, and the customer customer is more familiar with the business environment than you are, the customer always knows where the problem is, your job is to make them willing to say it themselves, and to dig deeper into the essence of the problem and the potential needs of the customer. product managers should have the awareness to gradually become domain experts, so that the business and product can truly match.
principle 2: respect the user's realistic choices
customers are always right, and the needs of many customers are marked as "unrealistic" and "impossible" after our artificial filtering. ideas must be based on objectivity. because our products are objective, the use of users is also objective, their ideas are also objective, objective must exist, the existence must be reasonable. we should not easily deny the needs of users, and do not easily say to users: your idea is wrong. as things stand, we need to provide the most appropriate solution, not the best or most expensive one. what we can do is not necessarily the best, and what we don't want to do is sometimes what customers need most, find the most suitable customer, rather than the most suitable for us. don't fool your customers. there are no fools in this world, and the people who think that the other party is a fool are really fools, don't fool customers, don't deceive customers, if you have to add a deadline in front of this, i hope it is "forever".
principle 3: the person who relays the need is also the customer
as long as there is a demand for our products and business, it is our customers who should be treated equally. the paraphrasing generally imagines themselves as designers, but they may be familiar with the product, but they may not be familiar with the business as a whole, so they cannot be designers. therefore, it is important to take into account that third parties may miss or supplement some additional needs. everyone expects the product to do well, and this strong psychology of success is easy for people to have a dizziness psychology, which affects our screening of needs.
principle 4: customers and users should be treated differently
the customer is the customer, the user is the user, sometimes consistent, sometimes separated, this is the first thing we have to figure out. the product is designed for the end user, and the required functions are translated into the use requirements of the end user. the user decides the product, and our needs work based on the user, starting with the user and attributing it to the user. customers are diverse, value-oriented is also diverse, whether our products can carry diversified customer value determines whether the product can achieve the final exchange. therefore, it is necessary to always consider that the product truly realizes customer value. the final value of the product is reflected by the user, and the product that is separated from the user is "the skin does not exist, and the hair will be attached".
principle 5: document requirements with the simplest textual tools
what everyone can understand, the least likely to make mistakes; what does not need to be learned, the least likely to make mistakes; do not expect customers to spend more time understanding the model after the transformation of requirements; keeping communication smooth is the guarantee of understanding the needs.
principle 6: there is no such thing as a free lunch
to get it must pay, the amount of pay is not necessarily equal to the amount of get, as a product manager, is to let the customer as little as possible to pay, as much as possible to get, but will never be free. the needs of customers are realistic and reasonable, because these needs are objective, but we are usually accustomed to looking at objectivity with subjectivity. customer requirements are achievable, there is no unattainable demand, only we understand the needs that are not deep enough. cost first or demand first, the customer handed this problem to us, we use our wisdom to solve this problem. we can do it – that's the cost required.
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