How to treat the barbaric growth from the media?

Undoubtedly, the success of logical thinking has provided considerable users for the subsequent development, and also "photographed" its core users, and the core competitiveness obtained is actually ready-made. The clever uncle Luo Pang discovered the mystery earlier.

As we know, the crowd of knowledge-based products are mostly concentrated in the two main battlefields of Zhihu and acquisition. I can't help asking what knowledge is. Can knowledge bring considerable realization value and dividends? Is this a trend?

Analysis and positioning of paying users (end users)

1. The existence of knowledge is more meaningful than itself.

Knowledge itself is of little value, and the value of knowledge lies in its production process.

What is knowledge? Knowledge is what human beings produce through thinking, which is called' fruit' for the time being, and the process of production is recorded as' thinking'.

The value of fruit itself is limited and unsustainable. It can also be said that fruit is actually a consumable, a disposable product, and has no life cycle. The essence of fruit existence is its internal inducement, that is, the element that induces us to think, the seeds inside the fruit, for the sustainable consumption in the later period.

The induction of fruit promotes the growth of seeds in thinking, thus constructing a complete and correct thinking framework and obtaining new fruits, or fruit trees. In contrast, the first fruit has little effect.

2 hedge between human nature and knowledge

Carnegie talked about the weakness of human nature many times, but not many people really use it or will use it. Fat uncle is one.

Pick out three points from the weakness of human nature for the time being: greed and laziness.

People's needs, like Maslow's five-level needs, are horizontal and vertical, but people's pursuit of profit is indeed non-hierarchical. To put it bluntly, everything is for the benefit. As for knowledge, as is generally recognized by the public, as long as A knows more, your achievements will be high. B will either read books or travel. C Best-selling books, successful studies and biographies of celebrities are not interested in books, but are purely interested in how people succeed. The purpose is to seek profit, and only regard knowledge as a tool or fruit.

Simple thirst for knowledge and deep yearning and pursuit for a higher life satisfy their own desires. Fast-paced life gives us the right to slow down. When you want to rush into something quickly, it means that you have lost interest in it, and you are just eager to get the result. Compared with the long, painful and boring transformation of thinking process, it is particularly easy to get the fruit directly, and it has a short sense of fulfillment and accomplishment, forming a' thinking comfort zone'. Most people still prefer to get their own fruits and avoid boring thinking.

3 hotbed of knowledge payment

The thirst for knowledge has aroused people's yearning for knowledge. People are afraid of the power of knowledge and are keen on it, which greatly reduces the lower limit of knowledge acquisition.

After all, the proportion of ordinary people in society is very high, and the number is huge. Although everyone's assets are small, most of them are college students in the past ten years and will become the main consumer in the future. So what do they care about? Ordinary college students, the confusion of four years of college life, have created their confusion, and they are also the most easily blindly followed and guided.

Coming out of the ivory tower of the university, facing the cruel reality, they become restless and eager for the life of the upper class, but they lament the social injustice and get nothing; They are difficult to think about and implement. Their number is terrible and they will occupy the main market in the future. They are still young and don't want to live a mediocre life. What do they need most? What is the core? I think they need a way to vent their anxiety, unwillingness and pain. They long for a kind of redemption, but this redemption must bypass their weaknesses, or use their weaknesses to achieve this self-directed and self-created "comfort zone."

And their parents who lack independent thinking will strongly agree or even join, because they are their projection and they are more' awed' by knowledge. What is money compared with knowledge? Doesn't everyone think so?

Get a bright spot

1. There is no shortcut to curiosity-mobile Internet (APP, official WeChat account, lectures, offline activities, etc. )

2. Lack of knowledge, eagerness for success, accurate and easy-to-understand information-acquiring XX skills in 60 seconds, becoming a full-stack engineer from scratch in two months, and so on. , time+feature (optimal)+target format.

3. Weak execution-daily subscription and payment, money-oriented supervision and learning to punch in. Passive execution by external force.

4. Without ability and perseverance, avoid the thinking process and take the fruit directly-fragments, without much endurance. The master explained how profound things can make you easy to understand, concise, and give you a sense of fulfillment and accomplishment in your mind, so that you are willing to buy more and recommend them to others.

5. Tags, telling others about my study status, showing off and sharing vanity, attending classes, certificates, milestones.

6. Get fast food that is not within the scope of "getting"-recommend good books and sell them. Some transformation of losing users: users will buy books after gaining aesthetic fatigue. After that, the process of thinking is painful compared with getting the fruit directly. Away from the' comfort zone', users will gradually feel slow, boring and boring, and finally join the queue to get fruit, because it is easy to learn, concise and quick to get results.

People who are short of food and hungry just want to eat fast food. It doesn't matter where the food comes from. How can it be exquisite? If the source is safe and the content is exquisite, it can't be met! ! ! If you don't share it with others, it's someone else's loss, and it's also your loss-moral kidnapping can also be done.

The above analysis is aimed at the group of people who get the dead powder and 20% of the 80% value created. The products and ideas they get are still good. People who can use it can learn a lot and make up for their own shortcomings, but in business.

And such products, such as Zhihu get, etc. Its function lies not in the product, but in the users themselves, who need certain thinking ability and digestion ability to establish the self-filtering system of information knowledge, and these people are also part of 80% users who create 20% value. Obviously, the commercial value they create is minimal.

This article was originally published by @ jingjing jingjing jingjing jingjing. Everyone is a product manager. Reprinting is prohibited without permission.

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