The spirit of the pursuit of perfection, are now we call the "spirit" craftsmen, ultimate lifetime to build expertise, mentoring, and serve all he was the inheritance, rules not disorderly, "ningjin" brand is not standard, etc.Or even a grave, have not touch gold chicken calls, a tomb go once, one at a time of a guild regulations strictly, out of respect for MuZhuRen, peers and offspring leave rice mouth, also leave room for yourself and with a little dignity.In the end, it is a fear of heart of nature and the pursuit of truth, knowledge of inheritance and development of human society need dedication.
As time goes by, things change.We first people didn't think of, this "spirit" craftsmen today it needs us to learn from Japan, Germany, and become a number of products packaging publicity stunt, but few really pursue truth in reality, and instead of being habitual cachinnation is not reality, not on the way or idealism.
Social change, the value of circulation.We become selfish, began to constantly overdraw the civilization inheritance bonuses: more we just saw, rapid growth, rapid success, efforts to counter attack.The real to do can be dedicated to human knowledge inheritance are few and far between, the development of science and technology, driven by business is more even for commercial interests can go to hide and distort the truth.
Is typical of a purely domestic Internet industry.This is a rapidly developing industry, we seldom stood a large pattern of thinking, see only the immediate business objectives: concept, packaging, financing, users, on the market.Very objectively speaking, most of the domestic Internet innovation, business practices, in essence is not what great things, but since the hi to a seemed to change the world, and established some ridiculous rule.
The origin of the trial and error and optimization
Every Internet people, especially entrepreneurs, product design staff, will put the "trial and error" and "optimization" and has become the Internet industry of common products and innovation on the basis of the design concept.We rarely think about "trial and error" and "optimization" and the logic behind the origin, as these are the basic approach of the Internet and the specification, if you to question, reply is to occupy the industry the moral high ground of the sentence "what do you understand do not understand the Internet?".
But if we seriously to fastidious: why do you want to go to trial and error optimization, however, few people are able to answer.So what is the logic behind it, trial and error and optimization to solve exactly is what problem, we abstracted the story of a simple model:
Any s, long time ago, the central plains a two men in the village, flowers two each table a: small family craft a Fried dough sticks, honesty pragmatic, learn and began to follow their parents at the age of 10, it erects, pan, heat oil feeding, technique, water temperature, oil temperature, Fried dough sticks can learn yourself case, also already in the early 20 s.Skill training for more than ten years, let the small a completely pass the family craft, Fried Fried dough sticks SuCuiXiang solid, melt in your mouth, with free soya-bean milk, economical and practical.Small a food stand became the villagers of the home of one of the few good things, good and early to rise makes a man far away to the little of the house of a food stand to buy Fried dough sticks.
Small m is another rhythm: except idle since childhood, but also have a smart, everything in the village day escape his eyes, which widows half lit the lamp, whose young chickens at the beginning of the egg, which the sheep Eva numeracy good humiliate you can steal a sheep, which is under the tree of honeycomb keep ready to eat.From the age of 10 mouth began to constantly find their own food, in the early 20 s, or very seriously but everywhere with bright, life is good too.
This year, due to the diversion canal, officer ship grain transportation, the new terminal, suddenly become a north-south traffic hub, the village people busy, bustling, formed a very large terminal market.This is good to let the villagers are very happy, children to see a lively buy goods, the old man find out some news of the outside world.As a small a and m close to 30, nature has a consideration.
Small a course set up in the terminal market of Fried dough sticks, stream, start in the morning with noodles, hot pot.Have been sold to early at noon, the business is thriving.Small m, also began to move the brain: themselves have no workmanship, with so many years of market experience, in the terminal market for mouth eat not difficult also.But what to do?Don't know, this "all to the user as the center", and "reasonable business model" also have profit is enough big, like a little a day is not a solution.
Small m began fumbling, the profits is a brothel, opium, gambling, but the risk that these services have the too big, not by government check is not a son, small m tried several times to just forget about it.A tea stand a few deck of CARDS to receive a table was good, but the cao cao butyl husband temper too, easily smashed a son.Try to try to, you have to sell goods.But what is a problem?Don't like a small a craft, it can only continue to try.In traffic, a groceries, no matter what strange thing, also can be sold.
But not for long, because of the prosperity of the market, leading to terminal market of building cost is higher and higher cost of (traffic), looks the bustling crowd, but not anyone can in terminal market.Soon, little a it found himself has been hard to make money, leaving the terminal market in again back to the village to sell the Fried dough sticks, this paragraph of time large passenger flow and new guest change more accumulated a small a craft, innovation, improved some details, with excellent workmanship and word of mouth, business is getting better and better.
But little m, m no craft and survival skills and can only rely on their own "innovation" to eat, so small m continue to start his own trial and error: penny's dessert printed verses out of ten, these concepts let cao ding, hangzhou tea drink, etc., there is a profitable try ten times as good, but small m cost is low, with each attempt unquestioning, rapid iteration, see wrong, plus is a stream of water, grain transportation once a year didn't repeat business, there is no opportunity cost.Finally, everything comes to him who waits, small m found introduce cao ding village widows ways of the chip.But though this way to make money, also not profiteering ah, how many cao ding, the widow was that a few.
Small m an optimization of its own: let the prostitutes as a widow, solve the problem of rapid expansion, also avoid competing with traditional industry, and introduces a new concept.Small m's business grew, even some squire began investing in, and led to the perimeter of various economic concept of "grain transportation" hot.Small m has become a "newly attained significant innovation", complete the counter attack, also realized every morning to go to small dreams of a food stand eating Fried dough sticks.
The story model actually everybody to think about it, if it is not uncommon.In the final analysis, the two young people have very different ideas, is the difference between "craftsmen" and "business", not quality.But "innovation" in both of these ideas on the implementation of the is completely different, trial and error and the optimization of the former is more of a cost, and the latter is more of a methodology.
The nature of the trial and error and optimization
Before the development of the Internet in the software industry, requirements for the design of the product is very high, the main reason is that the product cost of iteration.Such as Microsoft's operating system or software for office use, each version of the design research and development to after a few years time, product iteration speed slow, once the design of the major failure, will seriously affect the brand image and the user.In this kind of traditional software development, spread and designers to the design specification, a whole requirement is very high, such as some of Microsoft's an example of a shutdown interface to design for half a year.
This example in the Internet age turns to be a joke and a cautionary tale, light because of Internet product size, the relative cost of distribution is extremely low, and needs to be deployed on the client side, let gray released (selected users, only part of the user to see the new version), then the optimization - > gray released - > trial-and-error upgrading model of loop optimization - > - > release, also become the standard of the upgrading of the Internet.
This kind of trial and error and optimize the way is avoid influence more users as the closed beta version of the software product distribution, the preview of the truth, is just a way to reduce costs: narrow the scope of the potential risks, get the user feedback as soon as possible, improve the level of the quality of the final product.In the domestic some Internet companies will be called small flow test or gray moderate, is a kind of means.
Released through the gray level of trial and error and optimization is very scientific method, under this kind of method of errors in the "trial and error", belongs to the risk cost, anyway this is a very shameful thing: upgrade effect is not as good as a new version of the old version, this upgrade work of potential failure.If in the traditional software industry, it is need someone responsible, to "the dead".
But in the Internet industry, due to the cost of trial and error is very low, even for some of the big Internet companies can come to the point where negligible, so don't have to so serious on this matter.And to develop a good compared to the cost of the product designers, it is better to get a batch of all backgrounds, constantly trying, there is always some can be successful.
It also led to the vast majority of gray level after the release effect of contrast, is not better than before, or even worse.This is the Internet means that most products internal upgrade, finally ended in failure, only a few can succeed.But this kind of situation for large Internet company, at the tactical level, is not a bad thing.
"Trial and error, it is because they don't know how to try" one of the three largest Internet company product director when chat with TOMsInsight analyst says: "Internet product design requirement is very high, but the overall industry too impetuous, few people can go to well-honed skills, superior and too expensive, one thousand be poached the risk is too big, my team more than 100 product manager with an average age of only 25 years old, those far-fetched ideas collide down, there will always be a few year successful upgrade, if I catch up with a successful new product again, that's like winning the lottery happy. But for me, it is the lowest cost."
"The earliest time we just copy to foreign products, finished began to copy the copying of domestic excellent products, change is optimized, but once in a certain extent, who also don't know how to get to the next, only is feeling the stones, try a little bit of it, time is long, there is always a kind of optimization method. Small flow testing, data to talk, is really just validation method, because everyone didn't grasp the" director of the product are also very helpless.If the "trial and error" and "optimization" just by big companies that use, is the practice of science.
But not everyone can see, some of the "birth will change the world" product manager, left the big company, with a magic weapon of the two feel taken for granted, began to viral replication.
The proliferation of trial and error and optimization
For a large company, trial and error and optimization is just a tactical approach.This practice continues to spread, but slowly everyone feel taken for granted, even become: "the Internet must be trial and error", it let us think of the "Chinese man only 37 seconds of the average time of self similar argument of comfort.
Most of the domestic Internet business innovators, starts from the idea rather than accumulation, most ideas only to direct indirect to make money, and with rapid trial and error to evaluate the possibility of making money, fast optimization to meet the users to obtain more direct indirect profits.
Purpose of entrepreneurship is like the inside of the story before small m, innovation becomes a speculation, trial and error and optimization into a methodology rather than cost problem, this is the logic behind: how fast try, can find opportunities to coin money overnight.We are also very heartache to see a lot of the young man courageously to enter this industry, do the meaningless things, disrupt the market, the harassment of the users, and ultimately caused great social and industry waste of resources.
The ethos of entrepreneurs, and even exaggerated, all in the name of "traditional industry" rough use traffic advantage and capital of thrust, in a variety of traditional industry "ShiCuoXing innovation", excessive attention to "user needs" but without further demand, tasted, to test, until you find a kind of highly profitable model.As a commercial behavior, in order to make money for the purpose of entrepreneurial innovation in itself is not wrong, the problem is that if the whole industry was in such an atmosphere, can form some very accustomed to the established strange phenomenon:
Such as: how do we in the study of a large number of hospital a few hundred dollars in CPA under the network promotion fee for improvement of the guest unit price.Our media habits by stunt title tabloid Revelations beauty and so on to get attention;The cheap Chinese manufacturing packaging concept becomes the intelligent hardware;As long as can bring users about guns or private photos or anonymous gossip is excellent innovation;Our Internet marketing information and pseudoscience, almost can't see any valuable content...And so on.Low floor brush again and again.
Slowly, the conventional escalated: everything for innovators to the user as the center, the user feel comfortable that is good, with users can packaging concept, to take investment, the investment will have money, money is success.For investors, the investment rate of return is the key, also accept and booster.In each other, driven by the domestic Internet innovation become myopic and reality, and innovators is transformed from the "craftsmen" businessmen "speculation".
Vicious cycle, we also is not to change the world, we this group of smart people just do the meaningless things, into the long tail of innovation, in the full competition points with limited user, for the traditional manufacturing industry increased a sales channel (electricity), coaxing the youth (game), stickers psoriasis (ads), which are packaged into domestic Internet industry instead of various concepts, inspire more smart people, waiting in the lottery than lower counter attack opportunities in life.
In a sense, we stood in a bigger dimension of the observation, the industry competition "" innovation" banner to crazy looking for benefit maximization model, sooner or later by market regulation.But this kind of mode of the absurd "trial and error" "optimization" and so on the various methodologies, it will affect the longer, also let us the development of the industry more detours, even in the history, such as those famous activities as fodder.
Give us enlightenment
Once a lot of things become established, few people to think deeply about which contains the meaning or essence, and only in surface.But the rules of this convention is not truth, but most of the time are on the other side of the truth, just repeats ideas, or in a specific phase is in the interests of a particular class.
This is one of the best times, is also the worst of times.In the long river of history, we have more care about the truth, most of the time just thinking in their own interests.The myopia is at first glance seem no problem, even agree with the values of social mercantilist.But, after all, in the end, to the development of the human society is accumulation and inheritance.
And our life will not be used for trial and error, just choose the only optimization scheme.
From: TOMsInsight, insight into the depth of the focus on China's Internet data analysis, the part to join their opinion, not represent the author's opinions, only for reference
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