What's the difference between advanced operation and ordinary operation?

One is how to treat and understand "operation", the other is the difference between primary operation and advanced operation, and the third is how junior players may grow into advanced players.

One,

"Operation" itself is a very broad concept. Different people may have different interpretations of this word, and different companies and teams will divide the operational functions differently. I don't think there is absolute right or wrong in this matter. You just need to find an interpretation that you think can help you clarify the problem and business process.

I personally share the following three points about how to look at and understand operation.

First of all, the three elements of business are products, users and operations. The role of operation is to make the relationship between the first two more harmonious, and even to completely knead the three into a whole (which can be done by advanced operations);

Second,

When considering the functional division of operation, it may focus on the user's point of view or the product's point of view.

If we divide the operation functions from the user-centered perspective, what the operation should do is nothing more than to establish, maintain and promote the relationship between users and products, which is, in adult words, innovation, retention and promotion activities. This hammer brother said a lot. I wrote a short article a while ago: What does operation do? For reference only, I won't go into details.

If we consider the problem with the product as the center and divide the operation functions, the things that we should pay attention to in operation may become what my product wants to see, what it can be used by users, where the user groups of the product come from, where they want to go, how to stay, play more High, cool and lasting, etc., that is, content operation, product function operation and user operation.

This perspective has many intersections and connections with the above, but it will be two different perspectives. More often, operators may need to switch frequently between the two when considering a specific problem.

Third,

If it is bigger, "operation" can also be divided into big operation and small operation. Small operation may be "operation" in "product, technology and operation" mentioned by Brother Hammer, while large operation is based on the overall operation process of enterprises and businesses. From this big perspective, "products" and "technology" are only part of the big operation. For example, the chief operating officer should pay more attention to how to find the current core issues in the whole business process, and drive the whole business process to be smoother and more natural through process reengineering, optimization of key links or resource redistribution.

Of course, this requires a deep understanding of product architecture, users and business processes, so I won't show it here.

Say it again.

Let me talk about the difference between junior players and advanced players from two angles of personal understanding. One is "what can be done" and the other is "relationship with products and users".

Say "what can I do" first. From this perspective, I divide operators into four parts-

Players in stage 0 are pure white, and can only do some pure execution, such as data entry, filling, transportation, forum filling, and helping to do some maintenance and execution affairs when doing activities. The player in paragraph 0 is very vague and full of doubts about the word "operation".

The operators at 1 section have been able to grasp the execution of one or several links by themselves, and have been able to do a certain kind of specific work, such as planning an activity that makes everyone have a good time, such as writing a lot of jokes that can be widely spread, such as data analysis and project management. The players of 1 can be regarded as a relatively qualified operation, although they still can't explain clearly what "operation" is.

At the beginning of the second stage, players can look at and understand "operation" with a structured, streamlined and holistic thinking, and can hold a bigger situation. For example, whatever he does, he can do it himself.

At the same time, he also needs to have a certain product thinking, at least when analyzing the needs and discussing solutions with children's shoes, he can already make a clear statement, at least not to make PM people constantly despise and look down upon it.

Finally, some stage 2 players have begun to show some unique talents, such as some are good at grasping data, some are good at interacting with users, and some have strong driving force to fully integrate resources for their own use.

The three-stage player can start to connect the whole operation process in series. For example, he can already treat "innovation, retention and promotion" as one thing, not three independent things.

At the same time, the three contestants must have a deep understanding of their users, products and business processes. At least, you should be able to remember these questions, such as what kind of typical roles your users have, what are their most typical needs and pains, and what are the connections and differences between these user roles. At the same time, you should at least be able to explain the logical structure of your product and the key nodes of the whole business process clearly.

At the same time, these three contestants can often fully combine their talents and abilities. For example, an operator who is good at analyzing data will certainly find the most urgent problem to be solved from a lot of complicated data, and work out a set of solutions that can drive the overall situation around this problem. An operation that is extremely sensitive to content and user relationship can rely on specific content and user relationship to help create a certain atmosphere and culture among its products and user groups.

Let's talk about the relationship between operation and products and users. From this perspective, the operation of different teams and different product lines may play different roles. Usually, the operation is product-driven, and it needs to be popularized, promoted and informed to users according to the established product planning and design ideas.

But in any case, I think one of the highest pursuits of operating children's shoes must be: operation drives users to become a part of products and realizes the harmony and unity of products, users and operations.

Your user group can become a part of your product, which is one of the biggest differences between the Internet industry and the traditional industry, and it is also the best way for an Internet operator to realize its value.

Therefore, another dimension to judge the operator's position may evaluate the extent to which he or she can do this.

The extreme of this matter may be Xiaomi's "rice noodles".

I want to add here that I think operation is the only function that can promote the transformation and change of the whole business process completely user-centered. For example, if Xiaomi wants to play "sense of participation", its starting point must be on the operating side. There is a simple reason. Only the operation is the person closest to the user, the person who interacts with the user most frequently, and the person who is most likely to influence the user.

This is what I said. "Because it is often the person closest to the user, there are unlimited possibilities for operation."

Finally, the growth of operations.

I won't talk about this problem from a technical point of view. Brother hammer and others have basically mentioned a lot, so it is of little significance for me to go on.

Let me tell a story from another angle. I just told this story to a little girl with some kind of talent last week-

Some people learn to play the piano by learning the functions, fingering and music scores of all keys, while others pursue certain skills, such as "let you learn to play a tune in an hour".

The problems of these two learning methods are obvious. The first learning method, completely guided by knowledge system and structure, is too far from "practice" and relatively boring. And the latter, the biggest problem is: skill is a thing that may be addictive. When it took me 1 hour to learn to play a piece of music for the first time, it was hard for you to make me spend a few more weeks learning and understanding those key combinations, music scores and so on.

But there is another kind of person who will learn to play the piano in a special way.

Such people may learn the piano with only a few keys, and they will fully understand and feel what will happen when these keys are put together, and which parts of them may have a special driving force for themselves and others … and so on.

When they know enough about these three or five keys, they will add other key combinations to their piano world. At this time, wonderful things will happen. At this time, they will easily find some special connections between the old combination keys and the newly added keys. Even, he will cultivate a lot of special feelings about "learning the piano" in this process. With these feelings, he will gradually be able to play only by intuition.

Their piano learning world will become rich and colorful, and this process will become extremely natural for them.

In the end, in this final piano world, they will be able to find countless similar combinations and present them, playing beautiful and moving music.

After the story is finished, what I want to say is that, in fact, operation, like learning the piano, is a complex skill composed of countless basic movements.

Therefore, the growth path of an operation, it is best to be able to fully grasp those basic actions first, and know them by heart.

To a certain extent, even if you go to NB to do an operation project, you will find that what really plays a huge role in the project process is the most basic small moves, such as-

How to tell a touching story;

How to interact well with users and build trust;

How to write some copywriting that can directly trigger user actions;

How to analyze and think about a problem;

How to do a good job of internal communication and advance the project as expected;

……

If you are fully familiar with these basic tips, what you may need to do in the future is to find out the potentially interesting relationships and laws between them, cultivate some special feelings about "operation" and form your own working methods and methodologies.

As for some methods and skills beyond these connections, laws and feelings, they are relatively easy to master and learn, and I think those things are not so profound.