The word positioning has a lot of content, and words related to positioning can be written down a large piece of paper in operational knowledge. Let’s take a look at how the author answered us: I talked about the topic of operational knowledge system before, and it’s time to star

The word positioning has a lot of content. Words related to positioning in operational knowledge can be written down a large piece of paper. With so many positioning, how should operators find the positioning of their operational work? Let’s take a look at how the author answered us:

I talked about the topic of operational knowledge system before, and it’s time to start some relevant practical practices.

When each of us operators comes into contact with a new product, we can never avoid the task of "positioning". There are many types of positioning - product positioning, user positioning, market positioning, brand positioning, operation positioning, competitive positioning, target customer positioning, etc. A series of various nouns derived from positioning can simply be positioned.

Understand positioning techniques and clarify the goals and directions of each work through positioning, so that the work effect is more directed. This is indeed the right idea. However, if you don’t grasp the positioning, you will fall into the circular circle of positioning and cannot extricate yourself in the swamp of concepts.

So today we try to talk about this topic: how to overcome the pit of positioning.

1. Positioning from marketing

First of all, from the information I personally know, the word "positioning" did not appear with the birth of the Internet. Now we can see that the most well-known description of the concept of positioning comes from "Positioning: The largest concept of marketing and marketing in the United States in history". As can be seen from the title of the book, the term positioning comes from marketing, and its purpose is to make the brand unique in the minds of potential customers. The sentence

illustrates several points:

1. understands our potential customers and their minds;
2. chooses a unique positioning in the existing mind;
3. gets our brand positioning.

Based on this logic, when we position a certain product, can we obtain the "correct" product (brand) positioning as long as we have prepared a potential user profile and through competitive analysis?

logic is correct, but it is not the case.

2. User portrait is a double-edged sword

First of all, if we want to understand users, or even potential users, we will be exposed to user portraits, user positioning and product positioning at the beginning. In the process of obtaining product positioning from user portraits (positioning), many problems will arise:

1. The real positioner of the product

. Generally speaking, product design is responsible for product positioning, but for some operations that have never been exposed to product design, they do not know that there are two ways to design product:

1. UCD (User Centered Design) - user-centered design
2. BCD (Boss Centered Design) - Boss-centered design

User-centered is certainly something that every product design is very happy to do, but due to the existence of the company, perhaps due to the market environment, financial pressure, etc., not every product design simply meets user needs. Moreover, if you pursue users too much and go to the extreme, although the opportunities are great, risks coexist. If you accidentally do not have a good business, it will become unpleasant in front of users, and you will become empty and full of feelings.

So, the real positioner of the product must be clear.

2. The positioner of the product is not the product

At this time, some people will say that since the decision-making power is not on ourselves, can we position the user well to assist the product?

is OK. But in fact, you can see that product positioning is just a result. We want to do such a thing. What really plays a role is user positioning, because users decide on the product.

If that's the case, it should be a user-centric design.

is not actually, it should be:

1. UCP (User CenteredPosition) - Positioning from the user's perspective
2. BCP (Boss CenteredPositioning) - Positioning from the boss's perspective

So, whether it is the product form (product positioning) that the boss has already clearly defined, or a group of people (user positioning) that the boss has already encircled (user positioning).The real positioner must be clear, especially those who do operations, which can easily become a positioning decision-maker with "empathy" and instead steal the boss's job.

"If positioning is no longer about your own business, is there any meaning in user portrait?"

's positioning described earlier is mostly from the perspective of product design. As an operation, when we know that all work is centered around users, user portraits are actually a concrete continuation of user positioning and support for operational work.

Today, the Internet has three very outstanding products that promote our lives:

The user portraits that many products now have are derived from big data. Borrowing big data, we can have more accurate perceptions of users, but have you ever thought about a problem - the essence of big data is to eliminate people.

If everyone uses common data to identify it, as an individual, will the uniqueness of a person be eliminated by default? When you are labeled with this tag, do you have to receive the corresponding tag information by default?

If that is the case, is our user portrait just useless?

For example:

User portrait of a certain product:

Gender: female

Age: 18-45

City: First-tier cities

Occupation: White-collar

Hobbies: Shopping, shopping, gossip

Portraits like this, how many billions of people can you find in China?

From one side to one side of a thousand people

Thousands of people

Thousands of people html is Alibaba's user algorithm. Compared with colleagues around you, the same gender, the same age, the same city, the same hobbies, and the same opening of the Taobao app on the mobile phone, are the recommended products in it the same?

is not.

If you follow the user portrait in the previous example, the different thousand people should see the same picture, but now they have achieved different thousand people and seen different thousand faces. What does this is that the data granularity of the user portrait is extremely small.

data granularity is mainly aimed at the calculation range of the data. The particle size is large, for example, 18-45 years old, and with accuracy to each year, it can cover 28 age groups; if it is accurate to the constellation, there will be 28*12=336 results. From the constellation to the ascending constellation, the calculation range of the available is much larger.

Only when your product can support a very small granularity can your operations achieve refined operations. Otherwise, general user portraits can only support general operations. The product positioning and user positioning in

1. positioning really seem to be directly involved in the operation. The granularity of the user portrait of
2. is not enough, and it is not very helpful to the operation.

So how do we get through this pit of positioning in our operations?

3. Is positioning a noun or verb

For the boss mentioned above, positioning is a noun and a certain position; and for our operations, positioning is a verb, we need to set this position. The statement

is a bit abstract. Simply put, operations must understand the differentiation through the positioning of market industries and competitors.

Through:

1. , the understanding of the market industry is obtained, and the ranking of the product is obtained. According to dimensions such as the number of active users, hierarchical
2. lists the industry leader, the front competitors in the echelon, and the potential competitors behind
3. . Their respective positionings are

talent:

1. Find differentiated vacancy
2. communicate with real positioning decision makers, get consensus on operation
3. operation forms an endorsement for this vacancy
4. concentrates company resources to create this vacancy

For example:

Late Night Posting Official Account Introduction is a fashion account that does not install.

• Through positioning, we can create a medical account that does not pretend across industries; for the same industry as
• , we must avoid not pretending, and maybe we can make a very pretend (of course it is a bit of a blatant provocation), or a non-functory or toxic, etc.

Remember: Positioning is just a process of understanding, and the most important thing is to reach an operational consensus.Positioning, decision makers will have answers in their minds, but being a passive operator is definitely not what they want.

4. You are the best portrait

has been shared before. The operation has developed to this day, which is the stage that will inevitably go through after the full stack operation is proposed.

We need to introduce a concept here - we will definitely subdivided after a long time. Combination refers to the skills required to become comprehensive, but the subdivision requires subdividing the skill sector and vertical fields:

• In addition to managers who achieve high-level operations, initial operations must have contact with various operating means, and then gradually form the skills you are best at. The era of general operations has passed.
• Secondly, the current products are also in deep vertical industries. If you don’t have a high degree of compatibility with the product, it will be difficult to improve.

Just like some of my friends who have children change jobs to maternal and child products after giving birth, how does the user portrait work?

accumulates this way for a period of time, and when the operation achieves results, it is also reached a consensus with the positioning decision makers in advance, and it is not impossible to propose development tools to assist operations. In this way, the stupid method has become an operational advantage over others: it is also a development and operation tool, but you are more aware of its process.

. The operational expansion from this and that is like a saying, if you want to move others, you must first move yourself.

For example, if I do content, I am not a very powerful operational expert. Perhaps the young operator who can resonate with me is the one who starts with my own characteristics.

For example, if I do activities, what I know best is 1992, June, Cancer, boys, and basketball. Although the dimension is small, the design cycle of my activity can be short, and it is also OK to change another zodiac sign next month. However, the above five related users can be indirectly judged from the activity data or effects, and gradually the user can be understood more thoroughly.

Ps: Some people will say whether this will become a self-interesting operation. Self-healthy operation refers to the pursuit of form and so-called creativity. It looks very noble and actually has nothing, and the operator itself is not the user of the product. Such operations will become distorted and will also become hyperplasia operations. The second is to peel off the particle size from the operator itself and use the fine particle size to connect with users, rather than simply personal preferences.

5. Use positioning with caution

. Finally, go back to the original question - "How to get past the positioning pit". For operating

, the role of positioning must be clear, otherwise positioning is a big hole dug for yourself.

1. product positioning and user positioning are determined by the real positioner. Operators can do the same thing, and reaching an operation consensus with them becomes active operation.
2. user portraits should pursue granularity, that is, refinement of operations. Whether it is your own efforts or splitting it with your own granularity, it can promote the meticulousness of operational behavior.

Author: nicknamed 英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英英Reproduction of

without permission is prohibited. The title image from Unsplash is based on CC0 protocol