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New products developed for only a few people

   For a while, a group of young people could be seen everywhere on the streets of the United States holding questionnaires and asking passers-by to rate the two cars. As you can see, the A models on the questionnaire are soft and gentle, while the B models are wild and unrestrained. Soon, passers-by gave scores to the two cars according to their own preferences.

  A few days later, a young man named Phoebe compiled the questionnaire data from these young people and submitted it to his boss, Robert A. Lutz, vice president of product development at General Motors. It turns out that General Motors Corporation of the United States has just developed a car with superior performance, but the company's top executives have formed two different opinions on the model. Some people think that this car should be equipped with a soft and gentle appearance, while others I think the wild and unrestrained look is more marketable. In the case of indecision, Lutz proposed to let the public choose and decide the model of the new car.

  The survey data provided by assistant Phoebe to Lutz is clear at a glance - out of 10 points, the average score of the A car is 7.5 points, and the average score of the B car is 5 points. Lutz glanced at the total data, then took the thick stack of questionnaires in Phoebe's hand and looked through them one by one.

  Looking at it, he smiled happily. Phoebe asked: "Did you decide to launch a car with a 7.5?"

  Unexpectedly, Lutz firmly replied: "No! We are going to launch this car with an average score of 5."

  Phoebe looked puzzled With an expression on his face, Lutz spread out the score sheets in his hand to him: "Look at the car that scored 5 points, many people gave it 9 points and 10 points, and many people gave it 1 point or even 1 point. It is 0 points, which means that some people like it wildly, and some people hate it very much; and the models with 7.5 points are almost always 6 points, 7 points, and 8 points in the questionnaire, which means that no one hates it, but No one is very passionate about it either. The auto industry is very competitive now, the market has become very crowded, so only the enthusiastic few are most likely to buy our new car. Those who give the B car a 9, a 10 The people who are divided are the potential customers we want to tap!"

  Soon, General Motors launched a wild and unrestrained new car in accordance with Lutz's idea of ​​"developing new products for a few people". Lutz's vision is really precise and unique. This new car has been enthusiastically sought after by some people as soon as it was launched, and the sales volume is gratifying.

  In the niche age, general approval is more meaningless than criticism. To win the screams of the market, we must break away from the inertia of finding commonalities and tap the individual pain points of customers.


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