Do a product manager is not easy, often prone to make mistakes. This paper describes the product managers often make the top ten mistakes. Product manager, technical director, entrepreneur, can learn. Product managers need to create products. God is also a product manager, he created man this product. Make a successful product is very difficult, in addition to the need for resources, the timing and other issues outside the bigger factor in the product manager. Good product managers to coordinate resources, to seize the opportunity. But product managers themselves often make mistakes. Recently I look at the previous records and found a senior product specialist Marty Cagan mentioned a similar view. Marty Cagan served as vice president of Netscape, eBay senior vice president in charge of the product, there have been a very rich experience in product design and product management. No trick also participated Marty Cagan product training, so I no trick to Marty Cagan summary basis, coupled with our understanding of product design, sorting out the article for everyone to share. Error 1: The user demand for the product needs of most confusing product manager of workflow is: After collecting user requirements, start writing product requirements documents, and technical personnel to develop, the next track project progress, coordination of resources, inspection results, and finally release products. The entire process is not wrong, error-prone place is that how to determine the demand for products. Taobao internal product manager, too, often needs students directly translated into operational documents, to the technical personnel to develop. The final result is a functional point products more and more complex products, become a hodgepodge. From product design must be thinking in terms of demand, the user's needs into a product needs. In the train did not appear when you ask most users want? Users will say, I want a horse run faster. The needs of users seems to be to a good horse, but in fact is transformed into product demand, the need for faster transport speeds. The user needs is a question raised, product demand is a viable option to solve this problem. So when the user needs to be expressed as a solution to explore the hidden problem behind it. A better solution to the problem is to: strengthen the feasibility analysis and needs assessment. Error 2: The boss needs to confuse the demand for the product which may be a lot of heart pain product manager for most Taobao PD should be met over the size of the boss needs to mention, obviously do not fly even if demand is not good rebuttal only arrange development. Vision boss boss, with his exclusive information and experience, as well as his rights. Be sure to listen to the needs of the owner, Nike shoes online the boss is one of the user, he needs also to user needs, but do not listen to come directly as product demand. The demand for the boss, but also to strengthen the requirements traceability. From here, boss-depth understanding of his needs come from, what kind of scene and what kind of user-based, there is no specific instance. Most bosses demand is reasonable, but the priority is not so high. We can use delaying tactics to deal with: the boss, ah, you this demand is reasonable, and is in place, I plan good plan to look at the next version, this version of the feature points have been more, and developers too little, ah, boss, Can you help me fight more than two development engineer ...... wait for the next version when the boss often forgotten his needs. If he remembers, to help him achieve a good part of the function, or to give the face. Error 3: invention (invention) in order to create confusion (innovation) to engage in this innovative product managers, is the problem often encountered. Especially the inexperienced, have a strong sense of mission, product manager often will a idea, a mission as a direct implementation of innovations. The invention is a laboratory, where the creation of industrial applications. Laboratory stuff is something new, but define the preconditions, but also in commercial validation, marketing, and other aspects of the scale will not think too clearly in advance. Creating the industry level is a change that can commercialize, to feed the team, to scale, the user can truly arrived and user acceptance. The most unacceptable is that, for a new product, the outlook is Air Max for Men very good, made a very long planning and design, put a lot of engineers to develop, over half a year to come out a lot of defective products, but also unable to market; and this time the market has produced some Lebron James Shoes 2013 Air Jordan 4 (IV) Retro changes, but also then changed product demand, while also improving the product before. This product finally die. We should Nike Shoes Global focus on the core issue of the minimum, to solve the core issue, the completion of small but beautiful features, and rapid iteration, the user first. To be able to feed the team, so the team members a better life. Otherwise, even if the company kept the project, the team will lose morale. Error 4: to replace their needs needs of the majority of users, product manager, communication capacity is relatively strong, but also relatively strong. When product managers anxious time, or can not find the target user, over ahead of time, easy YY some product requirements. They do not find the target user authentication core issues and solutions to take for granted the idea to describe the product story (user scenarios and user problems). Situation Many people emphasized the importance of data, but also easy for product managers to ignore the customer, because they handle every data, put his customers replaced. I was in charge of search products, often speaking with search product manager, put the user as human beings, not as a data watch. Data is important, but the data is easy to conceal user needs of humanity. Product managers should learn to listen to different points of view, more and those who dare to criticize their views of communication. Whether it is a small amount of the product users or large amounts of product users, we must take the time to understand the real user's needs and feelings, even chatting with them, you will be able to find some of the ideas are not the same conclusions before. Error 5: 'Creating the right products,' as 'the right to create products,' which with 'doing things right and doing the right thing' is a reason. Many people are accustomed to be arranged, and then follow the process to do something, I do not want this thing in the end how to do, whether it is done. Product Manager also easily so, to the post, received a mandate to complete a function, and then follow the process to do it, and finally the product is perfectly done, but basically no one is using. In large companies, rigorous company easier out of this problem. In particular subdivision work platform to streamline the operation of the environment, the product manager can easily become an executor under the rules. For example, if a product manager receiving the task is to design a Web site to promote the company's technology brand. 180-159220 Nike LeBron 7 VII Soldier White Black Running Shoes Product Manager The most common approach is to design the website of each module, content, and even designed a forum, formed document, then pay and development. Things done, this site is well, but found no flow, totally technical Air Jordans Men's brand will not achieve its effect. This example is how the right approach should be like? You can think about their own. We should encourage product managers to realize their dream, the team may also consider vertical integration, one can improve efficiency, on the other hand can avoid many mistakes. Error 6: 'Add Features' as a 'product improvement' of any product needs to constantly add new features, on the one hand to meet the needs of more users, and the need to adapt to environmental changes. Product managers often add functionality as the products increased, a phenomenon in a mature products in both team will be more obvious, conventional thinking and assessment indicators is often caused by continuous homogenization, constantly adding nice to have function. But add functionality, not necessarily the product improved. How to determine whether the 'product improvement'? Determine a reasonable measure of the product is very important. A reasonable measure of product, it is easy to have a negative effect on the product. Taobao there are many such examples, constantly scan cargo launch products to deal conversion rates, and bring overall turnover to measure the success of the new features. Sina Weibo has a similar function, change the background image and the template, gifts and gift guess recommended activities concerned, etc., are based on the number of internal users should be involved in the measure. If Taobao search to search conversion rates as a measure, the final result is likely to cause explosion models cheap and prevalent; Weibo to user participation as a measure, there will be concern everywhere recommended Air Jordan 11 functional modules, allowing users easy objectionable; last year Dangdang to do one thing, to encourage users to send book reviews, internal should be a measure of how many people were involved in the evaluation, the results of the final result is that a large number of spam generated, so that the original has been submerged particularly good book review Lost. If you want to solve to solve this problem, we need to really think about the problem from the user's point of view, to develop a reasonable measure. Some measure of mutual restraint, such as a measure of Taobao there is a search for the Gini coefficient, used to ensure the flow distribution can not be too concentrated. How to develop a reasonable measure, different business will be very different, a comprehensive thinking. Error 7: Unable to distinguish between 'exciting' and 'There is also good' function. The sixth point of the error and error is somewhat similar. The development of wireless Internet, allowing users of the products more and more critical, if not some 'exciting' feature makes it easy for users to forget this product. But product managers often spend too much energy to create some 'there are also good' function. If a user reaches hundreds of thousands of products, any of these functions, can meet part of the needs of users, but also has some users in use. Similar functional requirements will always be endless, sustained, will make the product more complex. Micro letter in this Nike Shoes respect a good example. The largest micro-channel function is to communicate, although micro-channel can do many things, including the media, circle of friends, etc., but the main line of micro-channel products or in the communication, the communication function is very convenient to do, intercom function design is an exciting Features. Micro letter also made some good features, such as: voice reminder. It looks good, in fact, not many people use. Resources are always limited, product manager should focus on the main path, continue to ask yourself is typical users of the product, whether users really like really urgently need this feature? An exciting design features, far more than 10 have also provided nice feature is more important. Error 8: the pursuit of impressive requirements document, rather than the pursuit of moving goods write a good PRD (Product Requirements Document), really important, because it can help clarify ideas, product manager, at the same time letting the technician know the product design details. But I've been doing technology, see PRD will not be too careful, do not know the place will go to look, as we usually deal with the same electrical specification. In addition, PRD Air Jordan 1 and then deep, the target user can not really perceive the product design. So to write PRD, it should be good enough. The best way is with technology, design staff to communicate effectively together, before the official launch of the product achieve full dynamic fidelity prototypes to get user acceptance, the user's perception of the voices. Pure products or data mining algorithms products might be difficult at this point, you can use real data analysis to express the kind of product design. Error 9: the product release as a success of this error is not only easy to make, product manager, many Air Jordan 10 company bosses also easy to make this mistake. In some large companies, we released a small product, and even released a small function, there will be thousands of words of good news eloquent messages. This message is to boost morale, but can not be a successful product launch as a product. A seemingly very simple truth, but doing it is not so easy. Many product managers eager to release their products, resulting in product experience is very bad, even if the subsequent rapid improvement, it is difficult to restore the loss of customers and reputation. There are a lot of products have started to implement the invitation of the test pattern. Such as micro-channel 5.0 beta, micro-channel public account menu functions; microblogging media account test; micro Amoy invitation test participation; Taobao search function on the line a lot, also with 5% of the traffic do first test. These practices are designed to avoid the temerity to publish product or functionality. Product launches, means that the user really started, , but see whether users really like. To do users really like the product release is just beginning. Error 10: Go to 'feed the beast' model what is feeding the beast? Beast never enough to eat, we need to take things to keep feeding. A product manager, and sometimes did not want to function better in the end what should be done, but need to give the corresponding technical team has sufficient workload, they had to find a bunch of small feature that allows them to develop. Many companies have a similar situation, often hear technician or designers say: Here you work less, you work here no fresh things to learn, I do not have a sense of accomplishment, affected my promotion, I'm going to ...... bigger project. This time product manager if you need to secure these resources, we must provide more than enough, big enough demand to make the appropriate team to develop, given the needs of the constantly developed and designed to feed the stomach. Demand is what is not important, it is important to support Air Max for Women this product will not be snatched away other product resources. Do harm is obvious, not just a waste of corporate 2012 Cheap Nike Air Jordan 1 High Heels For Sale Beige Pink resources, and more importantly, make the whole product is not logical, functional bloated, last or become a mediocre product, or require bigger subtraction operation. But a product easy to do addition, subtraction very difficult. Any subtraction would damage part of the user's habits. This error is generated, sometimes unconsciously, or even not aware of our own. To avoid this error, one needs from the company's organization to give reasonable time to cultivate products, but also give enough confidence product manager, product manager, should have enough self-reflection; on the other hand consider the team's vertical, let the technical staff and Product personnel all together, either together exciting, or lonely together. More than 10 top-level error is Marty Cagan summed Air Jordan 12 up based on his ten years of product management experience in Air Jordan 13 the development of Internet products is worth considering. In particular, some of the big Internet companies, a number of product lines, technical division of labor is getting smaller, similar errors on more and more. Marty Cagan wrote the original Top wrong product design, the paper into a product manager here, would be suitable for a number of conditions. Of course, different people summed up the top ten errors may be different, If I had to sum up, there may be some other error. These errors are referred to herein are not applicable to all companies, if you are interested in the product design, or you would have is a product manager, you can put this article covered up, each over a period of time out to look at, control what whether they had made the same mistake. Ten errorproduct manager