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不过是旧的故事 2017-01-30 Weekly Newsletter

  • Authorjackzhong
  • Date 29 January 2017
  • CategoryPM

Edition #36 weekly newsletter


INSPIRING QUOTES

“我们总会被生活打败,因为生活绝不会因为你的胆小、怯懦、什么都没干而饶了你。”

WEEKLY ARTICLES

The Startup Idea Matrix

给创业者的一份礼物:这是一份细分领域x对应商业模式的矩阵。对于那些想创业但不知道该干什么的创业者来说再好不过了。即使暂时不想创业,时刻对市场的每一格矩阵里保持关注也是提升竞争力好方法——至少当某一种商业模式x细分领域的奇点来临,你可以敏锐的嗅到它。

Of course that is where the real work begins: auditing the industry, talking to customers, learning about its history, and understanding the pain points to validate the idea.

What’s next in growth?

创业浪潮拍打至今,Growth Hack之后该怎么做?先来看看现在常用的几种方法:

  • 用户间的referral
  • 病毒式内容
  • Bootstrapping

这三种方式是互联网时代独创的吗?并不是:

  • 用户referral的原型是“chain letter”, “抄写这封信并交给5个朋友,否则将遭遇厄运“,就是QQ时代的”今天是马化腾的生日,转发10个好友获得10个太阳“;
  • 病毒式营销的原型诞生于150年前。“penny press revolution”的出现让报纸行业的印刷成本一下子下降,新闻的传播变得异常容易。这时纽约一家原本默默无闻的”The SUN”报纸依靠一篇“在月球上发现了生命”的假新闻迅速走红——听起来是不是很熟悉?
  • Bootstrapping的原型则是杂货市场的growth问题:怎么从零开始把杂货市场做起来?怎么吸引供应商和消费者在他们的市场里交易?他们选择了用coupons——红包既刺激了用户来购买的欲望,又用这些数据来提前验证了买方的需求,从而让卖方更精准的进货。这个提前验证市场的故事,现在叫Kickstarter。

你总能在历史中发现改头换面的现代故事。下图是百年以来美国的科技发展速度及普及率,电话和电力花费了几乎50年时间才达到顶峰,而互联网只用了10年。新的平台不断涌现,旧的故事还会上演。

科技总在进步,而人性还是那样的人性。

Technology changes, but people stay the same. Human beings and our brains have been unchanged for a long time, which is why behavioral economics is so interesting

I can say with full certainty that growth opportunities will come from taking classic strategies – the stuff that’s been around for 100 years – that are fundamentally anchored on human behavior, and anchoring them on new platforms while executing well.

The rapid pace of technology adoption means that more and more platforms will be coming our way. And with each new platform, new opportunities will arise if we apply classic strategies and execute well.

THE GREAT UNBUNDLING

过去所有媒体的商业逻辑都是捆绑式售卖的——内容+广告,整合一下再由distributor分发售卖出去。

  • 内容的组合+广告=报纸
  • 新音乐+过往作品=唱片
  • 节目的组合+广告=电视

捆绑式售卖的逻辑在于运营方的利益最大化。比如把运动频道和历史频道的电视节目综合在一起捆绑售卖:运动爱好者虽然不愿意看历史频道,但因为捆绑销售的逻辑也就勉强接受了价格的提升——哪怕他其实根本不看历史频道的节目。

然而互联网的出现让这些分发商的垄断走到了尽头。这些内容可以直接通过各种方式到达端用户,用户则无需再被捆绑售卖所束缚:

iTunes及Spotify让你“听一首买一首”,而不需要再为了“一首主打歌”而购买整张专辑。Google和Facebook则让广告商有机会直接接触用户,而不需要被插入各种电视节目之间。而电视报纸所承载的功能则被细化成了各种服务。

这些服务就是目前的互联网巨头——他们要么直接向用户订阅收费(netflix),要么通过广告盈利,用户付费更精准,服务商挣的也更精准。

A consistent theme on Stratechery is that perhaps the most important consequence of the Internet, at least from a business perspective, was the reduction of the cost of distribution to effectively zero.

The shift of both escapism and story-telling away from traditional TV are noteworthy in their own rights; equally important, though, is that they are happening at the same time.

the new winners have models that look a lot like the one that destroyed the publishing industry: by owning end users these companies either capture revenue directly (Netflix) or have compelling platforms for advertisers; content producers, meanwhile, are commoditized.

all four jobs were unbundled by different services, which is another way of saying there is no more bundle. That, by extension, means that one of the most important forces holding the TV ecosystem together is being sapped of its power.

WEEKLY PRODUCT

Bartender

Mac通知栏的插件——解决一个非常小的需求:通知栏图标太多。

你可以把平时用不着的通知栏icon整理到bartender的单个图标中,这样通知栏看起来会更加清爽。你还可以对通知栏的图标挪动排序。

你可以免费使用4周,再决定要不要买它:售价15美金。

WEEKLY MUSIC

Imagine

Imagine theres no heaven

Its easy if you try

No hell below us

Above us only sky

Imagine all the people

Living for today…

Imagine theres no countries

It isnt hard to do

Nothing to kill or die for

And no religion too

Imagine all the people

Living life in peace…

You may say Im a dreamer

But Im not the only one

I hope someday youll join us

And the world will be as one.


> Thank you for stopping by

> Today is2016/01/30

> I’mTianjie Zhong | Jack

> #Live a life you will remember

> My life: jackztj.com

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