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This article will explain in detail how to use the pyramid principle to do a good job in product operation. The editor thinks it is very practical, so I share it with you as a reference. I hope you can get something after reading this article.

What kind of concept is the pyramid principle?

I believe that many newcomers who have just entered the workplace, even the old workplace where battlefield has been fighting for a long time, have heard about the "Pyramid principle" recommended by people around them, and I am more convinced that most people (and of course a small number of people) have only heard of the benefits of this book. however, I have not really read it, read it completely and analyze why this book is good.

Here, Brother Yu will tell you what is good about this book and what it can bring to us as a product operator.

First of all, let me briefly summarize the definition of pyramid principle and what problems it can solve.

The pyramid principle is that anything can be summed up into a central argument, and this central argument can be supported by three to seven arguments, and these first-level arguments can also be an argument themselves, supported by three or seven second-level arguments, so extended, like a pyramid. And the middle from top to bottom, or from bottom to top, is a process of analyzing and solving problems.

It mainly helps us to think and do things with clear logic, clear layers, and in the way of communication, to be clear-cut, focused, easy to understand, so that the audience is interested, can understand, and remember. In short, there is only one word: logic.

When we look back at the book, as shown in the picture above, we can see that the book is mainly divided into four chapters:

The logic of ● expression

The Logic of ● 's thinking

● 's problem-solving logic

Logic of ● demonstration

Logic of expression

The first section introduces the basic concepts of the pyramid courtyard and how to use this principle to construct the basic pyramid structure. The content of this article is enough to enable you to understand and apply simple document writing skills.

The logic of thinking

This chapter introduces how to grasp the details of thinking in depth and detail to ensure that the sentences you use truly and clearly present the ideas you want to express. This article gives many examples to highlight the importance of forcing yourself to "think calmly" to articulate your thoughts.

The logic of solving the problem

This section is the focus of this book and has a lot of methodological significance for us to approach our work. And people who need to analyze complex issues and draw conclusions in order to make decisions. This article introduces how to use a variety of frameworks to organize the analysis process at different stages of the problem-solving process, so that your ideas are actually organized in advance, so that the pyramid principle can be applied more easily.

Logic of the demonstration

It mainly introduces how to make the presentation more specific in writing, PPT and between the lines of your words. For example, when writing an article, you can use multi-level headings, line indentation, underlining and numbering methods to highlight the overall structure of the article, the transition between the main combinations in the pyramid structure, the transition between the main thought groups in the pyramid structure.

There are so many concepts about pyramid principles and some ways of thinking, how can they be applied to our product operations?

Anyone who has read this book knows that Barbara wrote the book to enable people in the workplace to work and communicate more clearly. We have heard such a saying: "the belly is poetic and bookish", that is, only when we accumulate enough knowledge, can we have the capital to express, and the views and ideas expressed can have depth and meaning. So when you understand these guidelines, you will be able to use the product more freely.

For example, we all know that product operation is the use of all available resources and tools to enable your product (service) to better relate to your target users. In this process, it is a process of finding and solving problems constantly. For example, a few days ago, a small partner asked me, we are now ready to launch an e-commerce APP, do you have any suggestions on marketing promotion.

Later, I also answered this question on the value, of course, when I answered this question, I first thought of myself as a member of the team of this product to make suggestions. Here are some of my suggestions to translate the general meaning of pronunciation into vernacular (somewhat different, but the general idea remains the same):

1. Product positioning

two。 Target user

3. Product operation

3.1 early and medium term: content operation, event operation, channel promotion

3.2 later stage: user operation, community operation, business cooperation, bonus mall

First of all, I listed a framework, that is, when I was asked to promote this product, I already had a framework in mind, because according to the pyramid principle, it is the result before the process, and I must have a marketing plan for this product in mind.

If this product has been formed, first of all to find out their own product positioning, according to the tips given, I probably know that this product is an e-commerce APP, and sells daily necessities.

Secondly, if I want to achieve the cold start of the product, I need to find out where my target user is? Because only by knowing where the target users are, can you target ads and tap potential users. The most important thing is when you know where the user is? Only then can you "point where and where to fight". This is the strategy.

After that, I will begin to carry out a series of product operations. I divide this process into the early, middle and late stages, and in the early and middle stages, I mainly focus on content operation, activity operation, and channel promotion.

Because in the early stage, when the product is "poor and white", it is particularly important to optimize the channel, and what kind of content presentation form of the product needs to be planned. these are the most direct reasons for users not to use your products directly. But this is also possible to do some activities to operate, but not the main.

In the later stage, it is mainly based on activity operation, user operation and business cooperation, because when the product accumulates a certain amount, it is necessary to put user operation in the main position, and this group of users is the key point for you to carry out product nuclear explosion and product transformation. and at this time, we should do some business cooperation, whether online or offline, need to plan and follow up.

The blank period of the online promotion of a product is mainly like this, of course, I mainly talked about some ideas here, and the specific operation still has to be planned and implemented.

Here, I am mainly talking about the guiding significance of a pyramid principle for us to do product operation.

Next, I will from the operation of the troika (activities, content, users) to how to combine the pyramid principle to easily do our operation work.

The Application of Pyramid principle in activity Operation

We can see from the picture above that when we plan an online activity, we must have a thinking framework for doing this activity, which is what we need to complete from the beginning of the activity to the end of the activity. the advantage of this is that people can see the process of this activity clearly.

The first step is to establish the goal of this activity, according to the basic mechanism of the pyramid principle, the conclusion comes first. Only by knowing the results of this activity can we allocate the appropriate resources for this event to achieve this goal. Will not deviate from the original intention of this event.

The second step is to establish the time and place. Let's talk about time here. In fact, the time for doing activities should be inseparable from three. The first is to take advantage of the opportunity to plan some corresponding activities according to some hot spots; the second is to do some marketing activities in some festivals and festivals; the third is to create your own festivals or plan some online activities according to your own business types, such as Tmall's Singles' Day, JD.com 's 618, and so on.

The third step is to determine the type of your activity, that is, what form are you going to use to present your event? Is it using H5? Or plan a topic event in Weibo and Big V? Or something else? It's all for you to discuss with the team.

Here is one point, that is, where is the highlight of this activity? Is this a big prize? Or is it fun? Because if an activity is too ordinary to highlight the marketing goal of this activity, the final effect can be imagined. For example, every borrow marketing campaign of Durex will be just right, which will cause others to comment and retweet.

When your time, place and theme are all right, this is when the project needs to begin. At the beginning of the design and production of materials, the project manager and product operation have to follow up the progress of the project and implement the completion time of each material.

The fifth step is the publicity channel of this activity, in fact, this needs to have a plan before the start of the activity, that is, the promotion channel of the activity. We generally divide the publicity channels into in-station and off-site. The on-site channel is mainly the resource location of our products and push push; the off-site channel is mainly with some media channels, as well as the association of some celebrities, and so on.

The sixth step is to make a good backup plan for this activity. When the backup plan is opened, it is risk control. We need to minimize the risk of each activity, and then we should prepare in advance. The backup plan will mainly involve technology, promotion channels, law, cheating loopholes and so on.

After the activity is online, we should always pay attention to the dynamic trend of the activity. There are two things we have done for a long time in the activity. One is the data. The data we monitored in the background are real-time. To get these data, we need to do analysis to guide the continuous improvement of the activity.

Finally, after the end of the activity, we would like to have a review. In fact, I can imagine that it is not good for an enterprise to make a summary after each activity. Many enterprises are relatively casual just to talk about the good and bad this time. Then it is quite general to talk about how to improve or avoid the recurrence of bad things in the future. After the end of the activity, we should review the background, objectives, results and disadvantages of the activity, and finally we need to make an improvement plan. Improvement is an important part of this activity, and it can avoid some mistakes not to be made again.

Many people say that every time you do an online activity, you don't have a clue. If you can make a list of what needs to be done every time you do an activity, you can not only sort out your thoughts, but also shorten the time for event planning.

The Application of Pyramid principle in content Operation

Content operation is the module that we have the most contact with, and it is also the first module for many newcomers who have just entered the operation industry, such as editor, editor and new media operation, which all belong to the subcategory of content operation.

If you are in charge of what a product needs to do online, how should you do it at this time?

In fact, after working in an operational module for a long time, it will be at a loss to put you in charge of a slightly larger project. Because I don't know where to start. So you have to use pyramids to sort out your ideas.

When we first launch a product, we still have to start with our own product positioning. Only when we have a clear positioning of this product can you make suitable content and push it to the right users.

The second step is to know where your users are. What if your users are post-00 in QR? Or now the new white-collar workers in the workplace or college students and so on, you have to investigate these, if you do not even know where your users are, your promotion can not be carried out at all.

Now that you know where your audience is and where the product is located, you need to know whether the content is officially produced or produced by your users. If it is an official output, the advantage is that it can control the timing and quality of the content to meet the needs of users and transfer the tone of the product; the disadvantage is that the labor cost is high and is not suitable for mass production. If it is user output, you should design your user incentive mechanism and community regulation mechanism to improve the quality of user-generated content.

The fourth step is push push. Push push may be a trivial feature for users to open, but it is not well mastered by many operators in the operation, because it is impossible to achieve accurate push, so it will cause harassment to users to a large extent. If the content push is good, all indicators will be improved, and if push is not good, it may directly lead to the loss of users. At present, some APP have opened personalized push, that is, when a new user signs up for APP, he or she will first ask you to choose some topics that you are interested in, and then in the official push, the backend will automatically identify whether you are following such topics. If so, push it, and if not, it will not disturb you. More about push will not be expanded here. Interested to go to Zhihu search push (push), there are many experts to answer.

The last is the monitoring of the data, in fact, the data is the basis of some operations, without the data, many things can not be carried out scientifically. So when you are in charge of a product, the data monitoring system is indispensable. So if you want to build a data system of content, which data we have to monitor, I mainly divide data monitoring into behavior data, traffic data and business data.

The behavior data are mainly the actions of the user in the product, such as the duration of use, the number of starts, etc.

Traffic data mainly include pv, uv and so on.

The business data are mainly the total number of users, conversion rate and so on.

When we get the data, the most important thing is to analyze the data, and after the analysis, we need to make feedback, constantly improve, and produce the content that users prefer.

Application of Pyramid principle in user Operation

User operation is more like to grasp psychology in the operation. Here, I take a community product as an example, combined with the pyramid principle how to build the user incentive system of this community product.

Here first recommend a good answer @ Yang Guoqing Larus, "how to design a relatively complete user incentive system with user stickiness? It is said that the user incentive system is the design of the game conversation, which is nothing more than grasping the eight core driving forces of the user, which are:

● Epic Meaning & Calling (epic meaning & sense of mission): do something more important than yourself!

● Development & Accomplishment: make progress and achieve success

● Empowerment of Creativity & Feedback (creativity play & feedback): creation, instant feedback!

● Ownership & Possession (sense of ownership & sense of possession): have more things, greedy desire!

● Social Influence & Relatedness (Social influence & connection): social Psychology!

● Scarcity & Impatience (rarity & impatience): what you can't get is always a commotion!

● Unpredictability & Curiosity: curiosity kills cats and mice!

● Loss & Avoidance: fear, fear, all negative emotions

There is a formula for getting users to do what you want them to do:

B (behavior) = M (mov) A (ability) T (trigger)-behavior = motivation * ability * inducement.

Is it a bit of a revelation to see here, so when you want to build a user incentive system, you need to know what the user wants?

At this point, we can start to build our user incentive system.

First of all, we have to set the goal of the system, whether to increase the conversion rate or the number of page views or customer access, or all of them, because everything we do is purposeful, so list your purpose. to help you with the next project.

The second step is to make sure that your users know what types of users they are and what they like. What don't you like? Do you like to stay at home or go out, because only by knowing their habits can you know what you need to use for the next motivation?

The third step is to define the user's expected behavior. How do you explain this sentence? That is, users have expectations for using a product, and it is a process from discovering this product to being familiar with it. When we design the incentive system of the product, we need to know what behavior users will do when they use our product. We also need to have a guess about what we expect.

For example, a user who uses a product will generally be active from discovery-entry-familiarity.

For example, I learned that there is a Zhihu product from a friend, and then I will use it. I will register first, and then browse the contents. This is the introduction.

Then I found that the content is of high quality, and I will go in and browse it every day, whether it is to improve myself or kill time. Anyway, Zhihu is deeply attracted to me. One day I began to try to answer some questions, and I also wanted to get some recognition and vanity from this product.

At this point, it shows that Zhihu this product has been successful, and its business logic is also in line with the expected behavior of the initial users.

The final step is to define the incentives and rewards for this product. It is mainly divided into material motivation and spiritual motivation. First of all, when you talk about material accumulation, material incentives are generally not recommended, because material incentives are not suitable for use in some communities. For example, one of your incentives is like this. As long as you post a post, you can win 1 yuan in cash. At this point, the focus of users is not on making friends and vanity, but on the actual reward, and your community has actually changed. So material incentives are not recommended.

And spiritual motivation is what we should advocate when we run the community. Spiritual incentives are mainly points, medals, rankings, and so on, and these spiritual incentives are actually the second of the above eight core drivers: progress and sense of achievement.

A person needs to be praised, at this time in the product, as long as you constantly motivate users, users continue to interact and produce content, your product can continue to operate.

The three carriages of users, content and activities mentioned above all operate the basic principles of top-down, conclusion first, above unification, logic progression, frame first and then detail in the pyramid principle.

The advantage of this is that when we do product operation, we will not be unable to operate well because we do not have a clue or do not have a clear goal and process. If we adopt pyramid thinking to make a good framework, we can make the whole thing more clear, hierarchical, focused, what to do first and then what to do. This is why I think highly of using pyramid thinking to do product operation! If there is a little friend who pays close attention to my article, every article has the shadow of a pyramid, which is why I use vernacular to explain the principle of product operation, so that everyone can quickly understand the central theme.

Review of the main points

1. The understanding of the operation is nothing more than a problem-solving process: the process of finding the problem-analyzing the problem-providing a solution to the problem, that is, the pyramid principle, is also your logic of thinking to solve the problem.

two。 The pyramid principle is that anything can be summed up into a central argument, and this central argument can be supported by three to seven arguments, and these first-level arguments can also be an argument themselves, supported by three or seven second-level arguments, so extended, like a pyramid. And the middle from top to bottom, or from bottom to top, is a process of analyzing and solving problems.

3. It mainly helps us to think and do things with clear logic, clear layers, and in the way of communication, to be clear-cut, focused, easy to understand, so that the audience is interested, can understand, and remember. In short, there is only one word: logic.

4. The display of pyramid thinking in activities, content and users' actual work

This is the end of the article on "how to use the pyramid principle to do a good job in product operation". I hope the above content can be of some help to you, so that you can learn more knowledge. if you think the article is good, please share it for more people to see.

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