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Scott Cook: “市场领头羊”言过其实 – 译学馆
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Scott Cook: “市场领头羊”言过其实

Scott Cook: 'Market Leader' Means Nothing

这里有多少人每月支付账单? 请举手
How many people here pay bills sometime in a month? Raise your hand.
那么你们大部分人一定有好室友来给你们付清剩下的了
Most of you must have good roommates who pay the rest of them.
有多少人记账或者做资产负债表?
How many of you do graphs of your finances or balance sheets?
请举手
Raise your hand.
很好 大概有一两位嘛
Yes, that’s one or two.
所以人们只坚持做有必要的事情
So people stick with the basics because
因为他们不喜欢做这种琐事
they don’t like doing this stuff.
这就是本次采访的调查结果中所表明的
That’s what the research showed in the interviews.
这也证实了我的想法
So that confirmed what I was thinking.
但有一个关于竞争对手的棘手的问题
But then there was this pesky problem of competitors.
这不是新的想法
This was not a new idea.
市场上已经有数不清的产品了——我指的是软件产品
There were a couple dozen products already on the market– software products
苹果二代计算机上的软件会做个人理财
that ran on Apple II computers that would do personal finance.
他们将把这些软件提供给IBM公司
And then they were being ported to the IBM.
所以我买下了市场上的领先产品
And so I bought the market leader,
一个价格公道的产品
a product that sold reasonably well,
我认为 人们最想得到的好处
and my theory was that the big benefit people
就是——我们的生活品质得到了哪些提升?
wanted– what’s the improvement in our life?
你们一直在问
You always got to ask what’s the improvement
顾客在生活中最想提高什么?
in the customer’s life they most want?
我认为是节省时间 解决麻烦
My theory was it was to eliminate the time and hassle.
我买了这个产品 并且试用了一下
I bought this product, tried it.
它几乎可以叫做家庭会计师
It was probably called Home Accountant.
而且名字取得很好
And it was well named.
我相信会计人员会喜欢这个称呼
I think accountants would’ve loved it.
但是它让问题变得处理起来更慢 更难
But it made the problem, slower, harder.
需要做更多工作
It took more work.
这比手写记账还难
It was harder to use than doing it by hand.
这与人们所追求的大相径庭
And I said, this is the reverse of what people want,
对我来说也一样
so it seemed to me.
至少我在电话中了解到的
Or at least there’s an incongruity between what I learned
与这款产品真实反映的不同
on the phone calls and what this product does.
非常模糊 而且晦涩难懂
It was obscure and hard.
如果你想将你的租金分类
Like if you wanted to categorize your rent
放到一个叫做租金的类别里
payment to a category called rent,
你就必须记住租金的代码
you had to remember a code number for
而不是仅仅把租金两个字打上去
rent instead of just typing rent.
这就导致了一个问题 我也没法解决两难之局
So this led to a problem where I couldn’t square the circle between the
消费者的言行不一致
inconsistency of what consumers said and what their behavior was.
不断有人在购买这款产品
They were buying this product.
它成了畅销产品
It was on best seller lists.
然后我就和它的用户进行了一番沟通
So I then went to talk to users.
为了找到用户 我去找了电脑店里的人
Now to find users, I went to people in computer stores,
他们的员工 还有那些在计算机刊物工作的人
employees, people in the computer publications,
拜访了他们中的一部分人
and interviewed a bunch of them.
第一个问题是 你尝试过
First question was, have you tried any
个人理财的软件吗?
personal finance software product?
65%的人表示尝试过
65% said yes.
然后我问 你还在使用个人理财的软件吗?
Then I asked, do you use any personal finance software product?
4%的人表示使用过
4% said yes.
这个数据表明了什么呢?
So what does that data tell you?
他们不喜欢用这些软件
That they didn’t like it.
他们喜欢具体的建议 而讨厌产品
They liked the proposition, they hated the product.
这款产品 你使用后出现了问题
You got a product problem.
然后我问你 为什么放弃使用?
Then I asked why did you quit?
然后答案铺天盖地 它太难了
And the overwhelming response was, oh, it was too hard,
而且太慢 它浪费了太多时间 体现不出它的价值
too slow, took more time than it was worth.
这就是我从这次调查中
So it was a direct confirmation of the theory
得到的确切的结论
that I developed from the research.

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