（中英附文稿）客户为什么选你，而不是别人？从目标客户、竞争替
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | So you can't tell just using, you know, what I would call the grandmother test, you know, would your grandmother understand this? | 所以,你看不出来只是使用,你知道,什么 我会叫祖母测试,你知道, 你祖母会明白这一点吗? |
| 0:07 | Well, unless you're selling to grandmothers, it doesn't matter if I'm selling a specialized thing to specialized buyers | 好吧,除非你卖给奶奶, 这不重要,如果我卖 专门的东西给专业的买家 |
| 0:12 | It just needs to resonate with them | 它只是需要和他们共鸣 |
| 0:14 | It's okay | 没关系 |
| 0:14 | if it doesn't resonate with them. | 如果它不与他们共鸣。 |
| 0:16 | The most common way that tech companies successfully position is they find an | 技术公司成功定位的最常见方式是 |
| 0:23 | underserved | 服务不足 |
| 0:24 | Subsegment of the market and then they attempt to dominate that subsegment and then push out from there | 市场分解,然后他们试图控制 分解,然后从那里推出去 |
| 0:30 | What are the most interesting mistakes you've seen people make when it comes to positioning? | 在定位方面你所看到的最有趣的错误是什么? |
| 0:35 | So many things | 这么多事 |
展开字幕全文（180 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | So you can't tell just using, you know, what I would call the grandmother test, you know, would your grandmother understand this? | 所以,你看不出来只是使用,你知道,什么 我会叫祖母测试,你知道, 你祖母会明白这一点吗? |
| 2 | Well, unless you're selling to grandmothers, it doesn't matter if I'm selling a specialized thing to specialized buyers | 好吧,除非你卖给奶奶, 这不重要,如果我卖 专门的东西给专业的买家 |
| 3 | It just needs to resonate with them | 它只是需要和他们共鸣 |
| 4 | It's okay | 没关系 |
| 5 | if it doesn't resonate with them. | 如果它不与他们共鸣。 |
| 6 | The most common way that tech companies successfully position is they find an | 技术公司成功定位的最常见方式是 |
| 7 | underserved | 服务不足 |
| 8 | Subsegment of the market and then they attempt to dominate that subsegment and then push out from there | 市场分解,然后他们试图控制 分解,然后从那里推出去 |
| 9 | What are the most interesting mistakes you've seen people make when it comes to positioning? | 在定位方面你所看到的最有趣的错误是什么? |
| 10 | So many things | 这么多事 |
| 11 | The first mistake is I want to start with the basics. | 第一个错误是我想从基础开始。 |
| 12 | What is positioning? | 定位是什麽? |
| 13 | It's interesting | 这很有趣 |
| 14 | I so I'm a positioning expert and when I started out as a consultant being a positioning expert | 所以我是定位专家 一开始做顾问是定位专家 |
| 15 | The worst part about that is nobody really knows what positioning is | 最糟糕的是 没人真正知道什么是定位 |
| 16 | They think they do so people will say positioning that's just like messaging. | 他们认为他们这样做,人们会说定位 就像信息。 |
| 17 | Isn't it? | 是吗? |
| 18 | I'm like actually no, it's not quite that or they'll say | 我其实不是那样的 否则他们会说 |
| 19 | Positioning is like a tagline. | 定位就像标记线 |
| 20 | и璶т tag | |
| 21 | No, there's a lot of things that we do that aren't tagline related | 不,有很多事情我们做的 与标签线无关 |
| 22 | My personal pet peeve is when people talk about brand positioning that drives me nuts | 我的宠物尿尿是当人们谈论 品牌定位让我发疯 |
| 23 | There is positioning and there's branding those two things are actually really separate | 有定位,有品牌 这两件事其实是分开的 |
| 24 | So most of the things that we confuse with positioning are actually things we do with positioning | 因此我们与定位混淆的事物 大多是定位的事物 |
| 25 | Once we're done with it, but positioning is an input | 一旦我们完成了它,但定位是一个输入 |
| 26 | So if you think about it this way if everything we do in marketing and sales is the house | 所以如果你这样想的话 如果我们在营销和销售中所做的一切都是房子 |
| 27 | Positioning is the foundation upon which the house is built | 定位是建房子的基础 |
| 28 | So my definition of positioning goes like this positioning defines | 我对定位的定义是这样定义的 |
| 29 | How your product is the best in the world at delivering something some value? | 你的产品如何是世界上 提供某种价值的最佳产品? |
| 30 | That a well-defined set of customers cares a lot about now | 一套定义明确的顾客现在很在意 |
| 31 | That's a bit of a mouthful a lot of the folks that I work with are not marketing people | 我和很多人一起工作 却不推销人 |
| 32 | They're CEOs of tech companies, so they don't have a background in this stuff | 他们是科技公司的首席执行官,所以他们没有这个背景 |
| 33 | So I think the best way to think about it is it's like context setting for products. | 所以,我认为最好的思考方式是 它就像产品的背景设定。 |
| 34 | It's the context. | 这是背景。 |
| 35 | I position my product in | 我把我的产品放在 |
| 36 | Such that customers kind of have an idea like what is this thing? | 顾客有这种想法,这是什么? |
| 37 | What's it all about? | 这到底是怎么回事? |
| 38 | Why should I care? | 我为什么要在乎? |
| 39 | It's a starting point for a conversation with a customer. | 这是与客户对话的起点. |
| 40 | Can you give me an example when? | 你能给我个例子吗? |
| 41 | One of the things that really stuck out to me | 真正让我心烦意乱的东西之一 |
| 42 | I was always trying to explain to tech company CEOs with a tech company example | 我一直想用技术公司的例子 向技术公司的首席执行官解释 |
| 43 | And whenever I did that the tech company CEOs would say well, that's a database, you know | 每当我这样做,技术公司CEO 会说得好, 这是一个数据库,你知道 |
| 44 | And we're not like a database. | 我们不像一个数据库。 |
| 45 | So I thought I need some examples that have nothing to do with technology | 所以我想我需要一些与科技无关的例子 |
| 46 | They're really simple. | 他们真的很简单。 |
| 47 | So I was trying to come up with example and I was on my way to work and I went to Tim Horton's | 所以我想举个例子 我在上班的路上 我去了Tim Horton家 |
| 48 | Coffee shop in Canada. | 加拿大咖啡店. |
| 49 | So I'm standing in line and the guy in front of me is ordering breakfast | 所以我排队 前面那个家伙在叫早餐 |
| 50 | It's 8 a.m. And he orders this thing, which is a double chocolate salted caramel | 现在是早上8点 他订购了这个东西, 这是一个双巧克力盐焦糖 |
| 51 | Muffin and I was like that is some genius marketing stuff right there. | 玛芬和我就像是一些天才营销的东西 |
| 52 | So | 这么说 |
| 53 | I've got a piece of cake. | 我有一个蛋糕。 |
| 54 | It is double chocolate caramel cake | 这是双份巧克力焦糖蛋糕 |
| 55 | But if I put it in the muffin format and I call it a muffin | 但如果我把它在松饼格式 我称之为松饼 |
| 56 | Everything about that is different the whole context around it is different | 这一切不同 周围的环境不同 |
| 57 | It is socially acceptable to our to order double chocolate caramel | 买双份巧克力焦糖是社会上可以接受的 |
| 58 | Whatever if you say it's a muffin because I'm now comparing it differently. | 不管你怎么说,它是一个松饼 因为我现在比较它的不同。 |
| 59 | So if I said it was cake, what's cake? | 如果我说这是蛋糕,什么是蛋糕? |
| 60 | Cake competes with all the things that are like dessert | 蛋糕跟甜点一样的东西竞争 |
| 61 | It competes with ice cream and tiramisu and other things you would order for dessert. | 它与冰激凌和蒂拉米苏 以及其他你点的甜点竞争 |
| 62 | What does cake cost? | 蛋糕要多少钱? |
| 63 | Well, if you're in a restaurant, it's ten dollars fifteen dollars | 好吧,如果你在餐厅,这是10美元15美元 |
| 64 | Where do I get it? | 我从哪弄来的? |
| 65 | I might go to a bakery but I get it at a restaurant too | 我可能去一家面包店 但我在餐厅也买到的 |
| 66 | What I'm talking about muffin. | 我说的是松饼 |
| 67 | Well muffins totally different a muffins breakfast. | 松饼和早餐完全不同 |
| 68 | It competes with a bagel and a doughnut | 它与百吉饼和甜甜圈竞争 |
| 69 | What do I charge for a muffin? | 松饼要多少钱? |
| 70 | I charge a dollar two dollars for a muffin the whole context around it is different | 松饼我收两块钱 周围的环境不一样 |
| 71 | The product however is the same like that thing that you're eating | 不过产品和你吃的一样 |
| 72 | It's a piece of cake whether whether it's in cake form or muffin form | 不管是蛋糕还是松饼,都是小菜一碟 |
| 73 | So I can choose to position it as a muffin | 所以我可以选择把它定位为松饼 |
| 74 | It's the same product but the assumptions about that the competitors are different. | 同样的产品,但关于竞争者是不同的假设. |
| 75 | Your value is different | 你的价值不同 |
| 76 | The assumptions that customers have about that product are different because I placed it in a different context | 顾客对这个产品的假设是不同的 因为我把它放在了不同的背景 |
| 77 | What are the most common misperceptions about positioning that companies have? | 关于公司定位的最常见误解是什么? |
| 78 | I would say the most companies just don't think about positioning at all | 我想说,大多数公司 只是不考虑定位 |
| 79 | In the vast majority of cases the companies that I work with the positioning feels obvious | 在绝大多数情况下,我与定位合作的公司感觉很明显 |
| 80 | It feels like you couldn't possibly position it as anything else | 感觉你不可能把它定位为其他东西 |
| 81 | So it started like this the founder woke up one morning and said, you know, what sucks email sucks | 所以开始是这样的,创始人醒来 一天早上,说, 你知道,什么烂邮件 |
| 82 | We're gonna make way better email. | 我们会做更好的电子邮件。 |
| 83 | It's gonna be fantastic and it's gonna fix all these things | 会很棒的,会解决这一切 |
| 84 | I hate about email and then they launch it and customers say I like this part. | 我讨厌电子邮件,然后他们推出 顾客说我喜欢这个部分。 |
| 85 | I don't like this part | 我不喜欢这个 |
| 86 | They change it it evolves over time maybe the whole market evolves if we fast forward two years from now | 它们会改变它,它会随着时间演变 也许整个市场会演变 如果我们在两年后快速前进 |
| 87 | The founder and everybody inside of the company still says email we're building this email thing | 创始人和公司内部的所有人 都说要建邮件 |
| 88 | But maybe that product actually looks more like chat | 但也许那个产品看起来更像聊天 |
| 89 | Because that's kind of like email too | 因为那也有点像电子邮件 |
| 90 | And so we'll start having this disconnect where the customer | 然后我们开始把客户断开 |
| 91 | Sees it and the company is saying well, this is email. | 公司说得好,这是电子邮件 |
| 92 | Look at our amazing email and the customer's like | 看看我们惊人的电子邮件 顾客就像 |
| 93 | I don't know that kind of feels like chat you're calling an email | 我不知道那种感觉 像聊天 你打电话电子邮件 |
| 94 | I feel like maybe it's chat and now i'm confused and I don't really know what this thing is anymore | 我觉得也许这是聊天 现在我很困惑 我真的不知道这是什么了 |
| 95 | When the company figures out they have a problem | 当公司发现他们有一个问题 |
| 96 | Like oh, maybe this isn't email. | 也许这不是邮件 |
| 97 | Maybe we should reposition it. | 也许我们应该重新定位它。 |
| 98 | Nobody knows what to do at that point because they never | 没人知道该怎么做,因为他们从来没有 |
| 99 | Deliberately positioned it or did a thing to decide it was email in the first place. | 特意定位它 或者做了一件事来决定它 首先是电子邮件。 |
| 100 | It was just obvious | 很明显 |
| 101 | Of course, it's email. | 当然,这是电子邮件。 |
| 102 | That was our idea. | 这是我们的想法。 |
| 103 | That's what we're gonna do product positioning is basically | 这就是我们要做的产品定位 |
| 104 | Shaping the environment in the consumer's mind by which they draw comparisons and know what to expect | 将环境塑造在消费者的脑海中,通过这些环境来进行对比,并知道期望什么 |
| 105 | That's a good way to describe it. | 这是很好的描述方法。 |
| 106 | It's a bit like the opening scene of a movie | 有点像电影的开场戏 |
| 107 | So you walk into the movie. | 所以你走进电影。 |
| 108 | Let's say you're going to movie theater walking to the movie theater | 假设你要去电影院 步行到电影院 |
| 109 | You know a little bit about it. | 汝略知此义. |
| 110 | You bought a ticket | 你买了一张票 |
| 111 | But the job of the opening scene in the movie is to set context for the movie because you have these big questions | 但电影开场戏的工作就是为电影设定背景 因为你有这些大问题 |
| 112 | Where are we? | 我们在哪? |
| 113 | What time frame is this? | 这是什么时候? |
| 114 | Who are these characters? | 这些角色是谁? |
| 115 | What is the vibe of this whole movie? | 这整部电影的氛围是什么? |
| 116 | You need to get these big questions answered before you can settle in and pay attention to the details of the story | 要先解答这些大问题 才能安顿下来 注意故事的细节 |
| 117 | Um, so if we take I usually use apocalypse now as the example of a great opening scene the opening scene of apocalypse now | 嗯,所以如果我们采取,我通常使用启示录 现在作为一个伟大的开场戏的例子 现在的启示录开场戏 |
| 118 | Starts with a shot of the beach. | 从沙滩开始 |
| 119 | It's palm trees. | 是棕榈树 |
| 120 | It's all nice. | 都不错 |
| 121 | It's lovely you walk in and you might think | 你走进来会觉得很可爱 |
| 122 | You know, I know it's called apocalypse now, but maybe it's not apocalypse right now | 你知道,我知道它现在叫做启示录, 但也许它不是启示录 现在 |
| 123 | Maybe it's apocalypse 30 minutes from now | 也许30分钟后是启示录 |
| 124 | So you walk in but suddenly this thing changes like the music gets a little bit more intense | 所以,你走进来,但突然 这件事情变化 像音乐得到一点点更激烈 |
| 125 | We see this thing. | 我们看见了 |
| 126 | It looks like | 看起来像 |
| 127 | Smoke dust and you're like, oh, it's actually smoke | 烟尘你就像,哦,其实是烟 |
| 128 | Helicopters go goes by and boom the beach is on fire and all of a sudden | 直升机飞过去 冲上海滩 突然着火了 |
| 129 | We're in the middle of the vietnam war and then the scene changes and it's martin sheen. | 我们正处于维特南战争中 然后场景就变了 是玛丁谢恩 |
| 130 | He's in his hotel room | 他在旅馆房间 |
| 131 | He's drinking smoking. | 他在抽烟 |
| 132 | He's clearly in distress | 他显然陷入困境了 |
| 133 | He walks over the window. | 他走过窗户 |
| 134 | He peeks out the blinds and we get the first line of dialogue | 他偷看百叶窗 我们得到第一线的对话 |
| 135 | Which is actually his thoughts of the movie. | 这其实是他对电影的想法。 |
| 136 | He looks out and he says saigon shit | 他看着外表,说"赛贡狗屎" |
| 137 | I'm still only in saigon every time I think i'm going to wake up back in the jungle | 每次我想回丛林醒来,我还是只在赛贡 |
| 138 | so here we are we're three minutes into a | 所以现在我们只有三分钟了 |
| 139 | Three and a half hour movie and we know a lot | 三个半小时的电影,我们知道很多 |
| 140 | Where are we? | 我们在哪? |
| 141 | We're in the middle of the vietnam war specifically. | 我们正处在维埃特南战争中 |
| 142 | We're in saigon. | 我们在赛贡。 |
| 143 | Our lead character has been there before | 我们的主角以前去过那里 |
| 144 | It didn't go so well. | 事情没有这么顺利 |
| 145 | 他已经发作了 He has ptsd. | |
| 146 | This movie is not going to be funny. | 这电影不会很有趣。 |
| 147 | It's going to be kind of intense | 会很激烈的 |
| 148 | Now I can settle in and pay attention to the details of the story | 现在我可以安顿下来 并关注故事的细节 |
| 149 | positioning works the same way if I | 定位原理与我相同 |
| 150 | Walked up in shark tank or I forget what we call it here in canada. | 或者我忘了我们在加拿大叫它什么 |
| 151 | What's it called dragon's den? | 何谓龙穴? |
| 152 | So let's say we have weirdo dragon's den | 假设我们有怪人龙穴 |
| 153 | And i'm not allowed to give you my whole pitch for something. | 我不能给你我的全部投注的东西。 |
| 154 | I'm just going to talk about | 我只想谈谈 |
| 155 | The market category so the category that the product is positioned in | 市场类别使得产品处于 |
| 156 | So I walk out and I say i've got this amazing thing. | 所以我走出去说 我有一件很棒的事 |
| 157 | It's revolutionary next generation thing, but it's crm customer relationship management | 这是革命性的下一代的事情, 但它是crm客户关系管理 |
| 158 | If you're tech people and you know what a crm is | 如果你是技术人 你知道什么是硬币 |
| 159 | You will make a whole bunch of assumptions about that product just because I called it a crm | 你会对这个产品做出很多假设 只是因为我把它叫做cum |
| 160 | So you'll say well, you must compete with salesforce. | 所以你会说得好, 你必须与销售力量竞争。 |
| 161 | They're the absolute leader in that market the girl in that market | 他们就是那个市场里那个女孩的绝对领袖 |
| 162 | So I will just assume that you compete there | 所以我假设你在那里竞争 |
| 163 | I will make assumptions about what that product does I will assume that it track tracks deals across a pipeline | 我将假设产品是什么样的 我将假设它追踪管道交易的轨迹 |
| 164 | I will assume who the buyer of that is i'll assume it's the head of sales vice president of sales | 我假定买家是销售总监 销售副总裁 |
| 165 | I'll even make an assumption about the pricing | 我甚至会假设价格 |
| 166 | Even though I said nothing about what that thing is or who the expected customers are of that thing | 虽然我根本没说那东西是什么 和预期的顾客是谁 |
| 167 | But if you assume that salesforce is my big competitor because they're the absolute leader in that | 但如果你假设销售力量是我的大竞争者 因为他们是绝对领先者 |
| 168 | Space | 空间 |
| 169 | {\fn黑体\fs22\bord1\shad0\3aHBE\4aH00\fscx67\fscy66\2cHFFFFFF\3cH808080}我收的不是销售费 | |
| 170 | So this is how this works. | 这就是这个方法。 |
| 171 | What it does is i'd position that product | 它所做的是,我会定位 该产品 |
| 172 | In a market category that market category has set off a set of assumptions | 在市场类别中,市场类别触发了一套假设 |
| 173 | In the customer's mind about that product if I do this well | 如果我做得好 顾客会想着那个产品 |
| 174 | It sets off a set of assumptions about that product that are true and that's great | 它为这个产品设定了一套 真实的和伟大的假设 |
| 175 | Now i've saved marketing and sales a whole lot of time energy effort | 现在,我已经节省了营销和销售 很多的时间能量努力 |
| 176 | I don't have to tell you exactly who my competitors are it's assumed | 我不需要告诉你我的竞争对手是谁 |
| 177 | I don't have to list every single feature a lot of that stuff is considered table stakes in the category | 我不必列出每一个特征 很多那些东西都被认为是 类中的台柱 |
| 178 | But it works the same way if I do a terrible job of it | 但是,它的作用一样 如果我做一个可怕的工作它 |
| 179 | So if I do a terrible job of it | 所以,如果我做了一个可怕的工作它 |
| 180 | I position my product I do a terrible job of it. I position my product I position my product I position my product I position my product I do a terrible job of | 我定位我的产品 我做了一个可怕的工作。 我定位我的产品 我定位我的产品 我定位我的产品 我定位我的产品 |
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