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iPod之父法德尔亲口讲述Nest诞生记|凤凰彩票app
2021-01-17 [50844]
本文摘要:Tony fa Dell,a former apple AAPL-1.03% executive who went on to co-found nest(which recently sold to Google goog 0.26% foog haap)托尼法德尔多次辞去苹果公司(Apple)高管职务后,他以创造性的思维和颠覆性的技术被比作史蒂夫乔布斯和拉里佩奇。

Tony fa Dell,a former apple AAPL-1.03% executive who went on to co-found nest(which recently sold to Google goog 0.26% foog haap)托尼法德尔多次辞去苹果公司(Apple)高管职务后,他以创造性的思维和颠覆性的技术被比作史蒂夫乔布斯和拉里佩奇。《Following our Recent Feature Story About him in the June 30》,2014年,issue of Fortune Magazine-as Wellhis Recent Appearance at the Fortune Brate2014年6月30日发行的《财富》杂志上刊登了关于法德尔的特写。

他还参加了最近在加利福尼亚拉古纳尼古尔举行的《财富》绿色头脑风暴会议。以下是杂志目前报道中没有收录的法德尔的想法。

《财富》: tell meyour' aha!Moment 'in starting Nest,with its first product being a thermostat . 《财富》:你成立了Nest,开发公司的第一个产品3354恒温器。告诉我你那时候闪耀的启蒙时刻。

Fa Dell : well、first、I asked、was there a good product idea?And I thought,“yeah,there's a good product idea.okay,there ' s none out there . I can research everything on the wewei know I canAnd then I asked,“how many are being sold a year?What's the total available market?法德尔:首先,我回答了自己。这个产品构思好吗?我的问题是:“这个产品构思很好,在市场上还不像产品。

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我可以在网上做任何事。但是市场上没有与产品相似的东西。然后我回答说:“这个事业没有商业价值吗?我说我可以开发产品,但这是好生意吗?我继续问道。

"这个产品的年销售量是多少?整个市场有多大?单击“And when I started doing the research,I was like,”wait a second . there ' s a quarter of a million thermostats in the u . s . as will,if thereand I looked and it was over 10 million a year for just residential and light commercial thermostats . I was like,“wait a second . 10mm That ' s mook”That's more than washers,dryers,stoves,and ovens。that's a big market。"we ' redying to find big markets So what else is out there?Bicycles are about the same.now,people might not perceive it as such . it was just like when we were doing the ipod,people were like。

“there ' s no money in CD players . it ' s commoditized . there ' s nothing there . move on!”the number of units is stagnant,and the price drops every year . that ' s the kind of market that ' s usually ripe for innovation。“那么那个修正率怎么样呢?”我发现广州住宅和商用恒温器每年更换1000多万只。我想。“天啊,一千万个?这比游戏机还多!比洗衣机、烘干机、灶台、烤箱还要多。

这是一个大市场单击。我们想找一个大市场。对吧?那么,还有哪些是大市场呢?自行车市场的规模与它很相似。只是人们可能不是真的。

这是一个大市场只是我们玩IPOD的时候,很多人说:“在CD播放器市场借了钱赚了。”已经建立了商品化。没有话剧。我们去打蜡吧!单击产品销售量下降,产品价格仍在上涨。

这种市场往往到了这个创意的时候。so you had an idea you liked . then what?所以你有自己讨厌的想法。

然后呢?Then I looked at the competition,and I said,“let ' s look who can do what it takes to make this next-generation thermostat”。I went down all the current incumbents,And tried to look for startups that were doing it。and every time I looked,I was like,“wait a second。

if there was true innovation hat I would be seeing it。”it didn’t seem like there was any activity . and then I looked further and I learned that about 70% of thermostts Ough wholesale . so they weren’然后调查了竞争对手。

“让我们想想有能力开发新一代恒温器的人。”我研究了所有主要的恒温器企业,以找到正在开发新的恒温器的初创企业。我想。

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“如果我知道在这个领域有创意,我同意我能看到。”但是可能没有任何动静。通过更熟悉的研究,我发现大约70%的恒温器是通过食品销售的。

因此,它不是以用户为中心的设计。过去,恒温器设计为允许安装者安装和销售尽可能多的产品。也就是说,这一切几乎与消费者无关。

所以我对自己说“这个市场思维被切断,消费者无法真正理解产品。竞争对手固执地自居,不想要星际舰队。此外,这个领域没有任何想法。

”it reminded me of when we were looking at the smart phone business . sure,there was lots of competition,But they were being designed for the careThen,can you supply services to the thermostat?and that ' s when we get into the energy services . and I was like," okay . this totally reminds me of the MP3 player revolution and the smart phone“手机市场显然当时有很多竞争产品,但运营商设计为不考虑用户的想法,向用户销售手机。另外,我对自己说:“有销售服务业务的潜力吗?“第一,恒温器是好事业吗?第二,能得到恒温器服务吗?我们就这样转入能源服务领域。我想。

“它让我想起了MP3播放器革命和智能手机革命。两者都是从原始设备开始用创新的硬件和软件。

然后迅速扩展到服务和应用程序。单击At apple,you weren ' t responsible for marketing,but as CEO of nest you knew that needed to be in your toolkit,right?你在苹果的时候不负责营销管理,但作为Nest的CEO,你对自己说,你不应该没有营销的能力。对吧?(威廉莎士比亚,Northern Exposure(美国电视剧),)Let ' s be Clear . there ' s product Marketing,and then there ' s marketing and commeting我想更具体一点。

产品营销和营销和交流是两码事。产品营销我全参与了。但是营销和交流的不同之处在于,将具体的原则、差异等转换为营销和信息,同时通过大量的纸媒和数字媒体发表。

I would work very closely with Product marketing,but again,Product marketing didn ' t know what could be created . so what I would try to do iotypically product marketing specs something and throws it over the wall the engineering . engineering says,“I can ' t .”and they redayI tried to take the fine line betweenThe two to push marketing,saying,“no,we can do a little bit more here on the marketing side . let ' s get bold”。and to enne“let ' s get bold . but let ' s not get too bold that we ' ve added so much risk to the project that it may never ship”我与产品营销部门密切合作,所以我认为消费者认为的产品和工程师仍然在努力融合这两者。在营销过程中,我在努力理解将哪些差异作为卖点。

试图理解哪些产品真的很难让消费者理解,或者能给他们带来感官体验的经验,以及在一定的价位下能大量生产哪些产品。(约翰f肯尼迪,产品名言)()一般来说,产品营销部门明确提出方案后,扔给工程设计师。

工程设计师说:“这是不现实的。因此,变更或删除方案后,送回了产品营销部门。产品营销部门不得不说。"我们不能做这个。

“我试图在两者之间找到中间路线。营销部门说:“不,营销方面可以再做一些。“我想说。

我们可以把勇气放大一点。”对工程设计师来说,我想说:“我们的胆量会更大一些。

但是不要太过分,不要减少项目中的太多风险,结果是不能明确的。


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