In America, with the popularity of pop culture (such as rock and hip-hop), fewer and fewer people go to listen to classical music. The marketing manager of the symphony orchestra believes that appreciating classical music is everyone's "potential demand", so we only need to let them in once, and they will be conquered by the powerful charm of classical music, and this "potential demand" will be awakened. However, it backfired.
Nine symphony orchestras in the United States decided: don't guess, look at the data. They hired a professional team to do the research, and everyone was surprised when the results came out. 9 1% The decisive reason why new visitors don't come for the second time is actually that parking is inconvenient.
Second, the concept: de-averaging
There is no such thing as an average customer. Looking for demand under the guidance of "the myth of ordinary customers" can only lead to excess functions (providing functions that many people don't need), or lack of functions (ignoring the functions that people actually need, such as convenient parking), or pure mistakes (choosing functions according to guess and approximation, not according to reality).
"Classical music" is the average demand, and "classical music+parking convenience" is the differentiated demand of "new listeners". What about the old audience? As a result of the survey, old audiences like to watch young people come to classical concerts.
"Classical music" is the average demand, and "classical music+successors" is the differentiated demand of "old listeners". Although you really want to meet everyone's needs. We can't do "every category", but we can do it, adding one category at a time and constantly enriching it.
Use:
Version de-averaging. Provide differentiated product versions.
Service to average. A platform for providing third-party differentiated services.
Industry de-averaging. Provide solutions for different industries. .
Average individually. Provide personalized customized products based on data.
Tissue de-averaging. Establish a new department or company to serve different types of customers. .
Third, think.
1. Summary: No general users. There is no need to applaud everything. No product is called satisfying all imaginations. Looking for requirements under the guidance of the "myth of general users" can only lead to excess functions, lack of functions and pure mistakes. Remember five points: version average, service average, industry average, individual average and organization average.
Thinking:
Which products have you seen are de-averaged to meet the differentiated needs?
The personal business in the bank is better, which is China Merchants Bank. The account manager will remind you to reinvest after your financial management expires. If there are good products, they will communicate in time. Distinguish from other banks. Take the APP I use as an example. It is also online education, and the focus of each platform is different. Is Chaos University taking innovative and universal education? What you get is the universal education of famous teachers, and the financial business takes the universal education of financial business. What characteristics should I average myself?