Entrepreneurship is to open up a new world, but also live in the arena. Once started, wartime forever. Hammer CEO Roe Yong-ho in the "2018 Feng Rui Capital CEO Annual Meeting" shared their entrepreneurial hammer technology experienced tragedy and gain experience and growth since the six years. Six years, Hammer technology breakthrough in entrepreneurial adversity, experienced from sad to happy, Luo Yonghao conscientiously summed up the five entrepreneurial insights. The following road show bacteria will share his entrepreneurial insights for everyone, I hope for your inspiration. 1 Warning! You should go out to talk about people! As an entrepreneur, the first big mistake I made was a serious under-investment in finding people, except for technology-driven companies, or founders who were scientists themselves, or at least 30% -50% of the time the CEO was looking for People on. Hammer Technology was initially heavily involved in this area, not because I did not understand the truth, but because I had serious social phobia. If there are six people in a dinner, four of which I do not know, my pressure will be very large, it is possible to find an excuse not to go.This is my personal problem.If you do not have such a problem, More should be devoted to finding people. As long as you find a key executive-level people, TA can prop up a sky. Zhang Tao, the founder and CEO of Dianping.com, said in an interview before: We sometimes think that a company is particularly awesome in one respect and think of the reason for it is very complicated and profound, but the real reason In fact, that the boss found a right person. In October 2016, at the Smartisan M1 series conference, Luo Yonghao introduced Wu Dezhou, vice president of hardware research and development for the new Hammer Technology product line. This is what I have learned in the past few years, and it took me more than eight months to find Wu Teh-chou, the current CTO of the hammer, who, on average, saw him once a month for eight months After the hammer in the hardware research and development from the previous third-rate industry to enhance the industry's first-class level. This time, I'll be going back and ready to invite one of my calligrapher friends to write a "Warning! You should go out and talk to people" on the opposite of my desk. Hopefully you can also take warnings and promise Talk about people at least 30% of the time. 2 Do not over-overestimate the merits of your own A person who dares to venture out of business at an early age usually has some extraordinary skills that tend to over-overestimate their own merits. Note that I'm not saying that I'm overestimating my strengths, there's a difference between them, and it's not overemphasized how good our strengths are, but it's horrifying to overestimate how those benefits can be achieved in building a business The difference is so subtle that you have to guard against it. For example, when a hammer was first used as a mobile phone, reference was made to some industry statistics: When 40% of users bought a cellphone, the first thing they looked at was the appearance of the cellphone. In our own opinion, the hammer's industrial design team was the world's most One of the best industrial design teams. Since 40% of people value the appearance most, we have absolutely no counterpart in China, and our team took almost all the industrial design awards in the world to prove that we had no problem evaluating our own merits, but why we The conversion is not so good? We reflect on the fact that 40% of the users are most concerned about whether the appearance of the phone is beautiful or not, and the number is not a problem, but the beautiful standard is hard to say. Most people seem to be choosing their own favorite things, This is especially true. In China, selling a good phone in general are copying the iPhone looks like. Everyone's aesthetic has been aligned to the iPhone. We use other designs, it will lead to some problems. This is what we over-estimated Industrial design can play a role in the success of our business. Luo Yonghao reflection, the hammer once overestimated the role of leading industrial design in the achievements of the cause.
Another example is that many people say that now everyone is doing the same level of hardware, the user is more concerned about the software experience. We in the early days, but also think they do human-computer interaction is invincible .If Jobs is still alive, we may not blow the cow .But today, looking ahead, we are in the design and experience of human-computer interaction It is certainly the best in the world. But after the actual operation, we found that in the process of converting mobile phone users, this advantage can play a very limited role, the process is very slow.Although the user is easy to produce sticky, but the problem is that he from the beginning Do not want to try. It is very difficult to realize the software in the hardware, especially the Internet video broadcasting and communication will not last more than 30 seconds, and we can hardly use this 30 seconds to clearly understand how the software interaction is excellent. Let me cite these two examples as an illustration that even if we hold the full, correct and rational grasp of our strengths, it is still possible to over-overestimate our own merits. Business success is a systematic project, not that you know that you really exist A certain advantage can be done. 3 Product Manager is always greedy But entrepreneurs pay attention to "focus" If you happen to be a product manager type entrepreneur, you may make a serious mistake, that is, want to do too much, which is the so-called "greedy product manager." For example, my wife bought a humidifier at home, saying that Beijing air is too dry, and often the sky is not bright, the water in the humidifier tank is dry, can we change a humidifier with a large water tank? I immediately bought the largest water tank in Jingdong, and when I bought it, I found that the water tank was too big, and it was very difficult for me to move it myself, and every time I had to help, but I often did not go home at night, and she was very pain. I studied it and found that almost all the water tanks in the humidifier had to be inverted and filled with water.As a product manager, how can one accept the inconveniences that make women feel so inconvenient? I would like to solve this problem, spent a week working with our engineers to study and ponder over three different schemes of directly adding water from above, all kinds of comparative advantages and disadvantages. Then that week, all my serious work was delayed In the first three years of my business, this kind of thing happened frequently. Product manager entrepreneurs always face the temptation to "do too much". The more you know, the more you are good at making a product, in his eyes, the world is full of defects. The most touching thing here is that Steve Jobs was unconscious for more than a week before he died in a week before his death. When struggling to wake up, he said to the family with him that the transfusion shelf Design how unscientific. As a product manager, I really like this story.If no accident, I will in the future all the things in the ward to study all over, but also to change it, dying also open eyes to see if each device is changed It's However, the process of entrepreneurship, pay attention to the concept of a "focus." You must pay attention to the greed of this product manager. I do not know how many detours to go, how much valuable time wasted, especially in the field of software, We often do a lot of things before we find this demand deviated from the business line. Start-ups have limited manpower and can not do anything, you must be restrained. Learned this lesson or the year before we talked about cooperation with millet, Lei Jun taught me that the Internet Gangster almost all unsuccessful in the hardware, only the hardware made by Xiaomi almost every success, thanks to Lei Jun is a genius The product manager, he knows these. 4 Into the Red Sea It is "less effective" and multiplied by ten If you want to ask what the biggest problem the hammer has encountered in the past five and a half years, I think it should be: We have entered a Red Sea. In 2012, when we started with 9 million RMB, the cellphone was still on the so-called outlet, and I did not rush to go in. I just wanted to make a mobile phone. But I was a background of " Contacts and resources, it is very difficult to cooperate with people in the hardware field. We all say that 9 million yuan can only be a mobile phone shell, not a cell phone.In such a did not eat pork, pigs have not even seen the case ran, we want to make the phone, at least two or three years time. At that time, many people advised me not to do, including Feng-Feng Li Feng students. He strongly supported me in switching from English learning to something else, but added that the handset supply chain is long and complex, the capital threshold to operate, the technical threshold are very high, not suitable for me today, in retrospect, this is But I did not like him after he said that at this time. This is a mistake many startup CEOs make because you think it's your mission, your ideal, your life's ambition, your future, who came out to advise you not to do, and say it all for hello , You are psychologically difficult to accept. Start-ups in the Red Sea, a lot of effort will be diluted out. It turns out that they advised me to be right, and few outlets last up to five years, and when we made a phone call into the market again, the outlet was over. At first I only knew I had a very lofty ideal, want to be the best operating system in this era, the largest platform I think even if we do the phone too late, can also be used as training, you can go meet the next platform s arrival. However, strategically speaking, it is very unwise for start-up companies to enter the Red Sea. What actually happened was even worse than the worst result I ever imagined. In many years we have done very well in many places, In this sea of blood, all the efforts have been diluted 7788. There is a saying called "less effective," and if a start-up chooses to enter the Red Sea, it will be "twice as productive" and then multiplied by ten. 5 Only revolutionary products can break the deadlock Getting into the Red Sea brings us another problem: It has always been very difficult for us to go financed, and for a long time I have been wondering how many projects that seem like ordinary projects get money, and why do we have to spend so much money? Especially in times of unfavorable growth, I think I'm a bit sorry for the shareholders who have already invested in us. They wait left and right, and we do not seem to have any sign of making money. Although I have always believed that the rewards they receive will ultimately outweigh their expectations, unless you have other good ways to tackle the problems of sustainable development, financing in the Red Sea must have been very difficult. You must do that Ready. In addition to making money difficult, there will be a sad thing in the Red Sea hard work: Even if you work hard every day, but on the whole, you do not create value for the world.Other people are struggling in the chaos, you are also struggling Everyone did not make revolutionary innovations. In this process, you win a bit here, and there's a little lost, essentially zero-sum game, which is the most exciting and exciting place. In this environment, the hammer as a product-driven company, the only way out and the way to break the deadlock, is to make a revolutionary and disruptive product, which is also the way we firmly believe in going from the very beginning. . It may not be a 100% good choice, but once you've made it, the rewards will be considerable. In the Red Sea, we do 30%, 40%, 50% better than our competitors, and are better than rivals 300% -500% Caixing. Finally, I want to share with you a good news.After five and a half years of difficult journey, we subconsciously accumulated a large number of things, and finally ushered in a huge turning point in the product. May 15 this year, we will release a Absolutely revolutionary, disruptive products. Welcome to the time to witness. Thank you.
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