产品与差异化篇精选
Selected Quotes on Products & Differentiation
💡 Core Golden Quotes
- “Differentiation: something users need that other competitors cannot satisfy”
- “In the long run, low cost is unreliable; differentiation is most important; focus is the foundation of differentiation”
- “No one can knock others down—those who fall down do so on their own”
- “I’ve always believed our biggest competitor is ourselves”
- “After running businesses for 20 years, I still haven’t found any tricks”
❓ Selected Q&A
Q: What does differentiation mean?
A: Differentiation is actually about customer needs that others fail to satisfy. Never simply understand it as being different. Good differentiated products generally result from long-term accumulation and sudden breakthroughs. Of course there’s occasionally an element of luck, but in the long run, the luck component can be ignored. (2011-08-16)
Q: Among low cost, differentiation, and focus, which is most important?
A: In the long run, low cost is unreliable; differentiation is most important; focus is the foundation of differentiation. (2011-08-03)
Q: Why does Apple make so much money from phones while other phone companies don’t?
A: Simply put, products without differentiation find it very hard to earn big money over the long term. The reason Apple makes big money is because Apple sells iPhones—the same applies to others. Let me simply explain differentiation: it’s something users need that other competitors can’t satisfy. (2018-11-05)
Q: Why can’t airlines make money while cereal companies can?
A: I think the determining factor is differentiation. Take airlines for example: since their products can hardly be differentiated, in the end they can only compete on price. But cereal after all is food—different brands taste differently, and buyers won’t switch flavors just because of a 5% discount. (2012-05-02)
Q: How should we understand “iPhone might actually be the cheapest phone”?
A: The iPhone might actually be the cheapest phone—you just need to look at all those unused phones in your drawer to understand. The reason people used to change phones frequently was because the differentiation between phones was actually very small, so new features and designs would attract people to switch. (2012-05-02)
Q: How should we understand “No one can knock others down”?
A: No one can knock others down—those who fall down do so on their own. (2016-10-12)
Q: Who is our biggest competitor?
A: I’ve always believed our biggest competitor is ourselves. Actually, ranking isn’t something we pursue. Making products users like is what we pursue. (2010-06-08)
Q: Are there any tips for researching companies?
A: After running businesses for 20 years, I still haven’t found any tricks. (2010-05-04)
Q: How did you discover a company’s product mission?
A: From a product perspective, you figure it out gradually through trial and error—if you discover something’s wrong, stop immediately. Take Apple’s charger for example—it was talked about for a year but didn’t launch this year. If it didn’t launch, there must have been an unsolved problem. Don’t launch until solved. (2018-09-30)
Q: What are good companies generally like?
A: Good companies are generally those that can continuously find user needs for “differentiation.” If they can’t find “differentiated” things, then products that “dare to follow but aim to lead among followers” will become tragedies. (2011-01-10)
🔗 Related Notes
Related Concepts Differentiation · Moat · Business Model · Corporate Culture Related People Duan Yongping Related Companies Apple · OPPO · BBK Related Topics How to Judge a Good Company · Criteria for Good Companies
产品与差异化篇精选
💡 核心金句
- “差异化：就是用户需要但其他竞争对手满足不了的某些东西”
- “长期来讲，低成本是靠不住的，差异化最重要，专一是产生差异化的基本点”
- “没有人可以把别人打趴下，趴下的都是自己趴下的”
- “我一直认为我们最大的竞争对手就是我们自己”
- “做了20年企业，一直找不到技巧”
❓ 精选问答
问：差异化是什么意思？
答：差异化其实就是顾客需要但别人没能满足的需求。千万别简单地理解成不一样。差异化的好产品一般都是长期积累厚积薄发出来的，当然偶尔也有运气的成分，但长期来讲，运气的成分可以忽略。（2011-08-16）
问：低成本、差异化和专一化，哪个最重要？
答：长期来讲，低成本是靠不住的，差异化最重要，专一是产生差异化的基本点。（2011-08-03）
问：为什么苹果靠手机赚很多钱，而其他手机公司不行？
答：简单讲，没有差异化的产品是很难长期赚到大钱的。苹果之所以赚到大钱，是因为苹果是卖iphone的，其他同理哈。简单讲一下差异化：就是用户需要但其他竞争对手满足不了的某些东西。（2018-11-05）
问：为什么航空公司赚不到钱，而麦片公司能赚钱？
答：我觉得决定因素是差异化。比如航空公司，由于产品几乎没办法差异化，最后只能靠价钱。而麦片毕竟是吃的东西，不同牌子的东西口味不一样，买的人不会因为5%的折扣就换口味。（2012-05-02）
问：iphone有可能会是实际上最便宜的手机，这句话怎么理解？
答：iphone有可能会是实际上最便宜的手机，你只要看看你抽屉里那些已经不用了的手机就明白了。以前人们常换手机的原因是因为各手机之间的差异化其实非常小，所以新的功能和外观会吸引人们去换。（2012-05-02）
问：没有人可以把别人打趴下，这句话怎么理解？
答：没有人可以把别人打趴下，趴下的都是自己趴下的。（2016-10-12）
问：我们最大的竞争对手是谁？
答：我一直认为我们最大的竞争对手就是我们自己。实际上，排名不是我们要追求的东西。能做出用户喜欢的产品才是我们的追求。（2010-06-08）
问：研究公司方面有什么技巧？
答：做了20年企业，一直找不到技巧。（2010-05-04）
问：你是怎么找到公司的产品mission（使命）的？
答：产品角度，是慢慢摸索出来的，发现不对，赶紧停。比如苹果的充电器，说了一年了，今年没推出来。没推出来，肯定是有问题没解决。没解决就不推。（2018-09-30）
问：好的公司一般来讲是什么样的？
答：好的公司一般来讲就是能够持续找到用户”差异化”需求的那些公司吧。如果找不到”差异化”的东西，那”敢为天下后”的产品就会成为悲剧。（2011-01-10）
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