Basic vast majority of products are the same, the only means of competition is price, relentless price battle, struggling hard to force in the Red Sea; Practice has proved that the four-dimensional value innovation law Blue Ocean Strategy, give hard to force the company to bring light get rid of the Red Sea, into the blue ocean market.
A road has three successful products: business model innovation, differentiation, cost advantage ; in fact, the success of millet phone contains content business model innovation, in the past OPPO, Lenovo, HTC and other phones are sold through the dealer channel, resulting in back long period of payment, distribution cycle is long, because the channel you want to get more benefits, resulting in high prices, the majority of smartphone brand in terms of the Cock wire elusive desires, and millet through the Internet, fan sales model, cut intermediate costs, the majority of the Cock wire to bring tangible benefits berserk is inevitable; as for differentiation, cost advantage, through the following 4-dimensional method to achieve value innovation, "reduce", "reject" the purpose to achieve cost advantages ; "increase", "create" complete differentiation of mission .
"Reduce" to reduce the part exceeding customer needs in order to achieve simplicity of design, reduce costs; numerous Nokia phone model year, what the meeting mode, outdoor mode, local mode, strong light mode, etc., the user to completely get confused , iphone directly reduce these silly things, leaving only a silent mode;
"Culling" , U disk era arrived, the notebook no longer have a CD, and we think about cars now are equipped with a CD, or even what the 6-disc, but it is estimated that most people have for a long time without a CD, so the future car CD will also be removed.
"Increase" smartphone from 300,000 pixels, has been increased to the current 800 million, or even the future will increase auto-zoom capability, now shoot cameras have increasingly been replaced by smartphones.
"Create" , Apple has created Appstore, greatly enhance the user gets the convenience of music, which is the ability of the original phone are not available.
When the leadership team to create bronze RDM, for schedule management, we are faced with the competition with Microsoft Project, Project is a very good product, a high degree of customer awareness, but also a great disadvantage Project, mainly two aspects: Complex , it is difficult to get started, many companies do not have project plan, and plan to do with Excel, a core reason is project too complex; followed by more of a single project management, while enterprises are facing more problems is how to achieve multi-project coordination .
As a latecomer, how the value of innovation, create differentiated problem is the focus of our thinking, below is our 4-dimensional innovation;
For example, "reduce" , Project tasks association of four kinds, namely: start - start, end - the beginning of the end - the end of the beginning - the end of a very complex set it! The actual 99% of customers do not need so complex, so we only keep the end - start, simplifies operation, convenient for users.
For the "excluded" , at least 60% of the Project function, 90% of customers never use, such as: on-line save, save the environment, save as web page, and so, too, so for these features, Without exception, all removed, we only function Project 90% of users are used, after excluding, bronze RDM operation is more refreshing, does not need to achieve professional training can quickly get started.
For the "increase" , for example, a page, an increase of filtering, sorting capability to automatically screened this week, this month, the task out, can be screened in accordance with those responsible, these elements are greatly facilitate the tracking program; increasing the status of the task , from initialization, ongoing, pending, have been completed, so as to make the plan more clearly track; increased task completion of the evaluation mechanism, not just a completion rate also includes the completion of quality, thus supporting the performance evaluation;
For the "creation" , a plan to create a layered mechanism, Project leadership to focus on core tasks and common task mixed together, the management level is not clear, change control is not convenient, bronze RDM by milestones and general planning phase separation, leaders need only milestone plans to focus, as the underlying execution plan, only more attention to the project manager.
(Author: Dong Kyu, bronze RDM product manager, Hicheng consultation and co-founder, co-founder of software bronze, focused R & D and innovation management research, practice the third generation of R & D management philosophy, to create an integrated research and innovation management platform Sina meager: @ Dong Kui Tiger)
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