For the beginning “src=”https://pic.36krcnd.com/201910/30062917/crxb40vfxdnw170c!1200” data-img-size-val=”720,288″>
▲ Figure 1: Example of decomposition of a building bridge
Step 2: Reverse push generation step
After the final output is clear, the next step is to start from the “final” and reverse the steps to generate the results.
This is essentially a kind of “pre-release” on paper. Before the formal hands-on, the steps of the work are decomposed according to the time dimension, and the process indicators for measuring each step are set.
With this step of paper deduction, you can avoid detours and do a lot less useless work.
Continue to take the bridge as an example.
To build a bridge, you have to stitch the left and right columns together.
The column may not be ready-made, so find the blocks needed to splicing the column from a large pile of blocks.
Also find the blocks that can be used as bridge decks from a large pile of bricks.
After this pushback, the steps to build a bridge with bricks come out:
Step 1: Find the building blocks used as bridge decks
Step 2: Find the building blocks needed to splicing the columns
Step 3: Splicing Columns
Step 4: Splicing columns and decks
Step 3: Determine the necessary input
After the steps of doing things are generated, we can’t do it right away.
Compared to the usual way of doing things, the steps that are generated from the beginning have a big advantage: you will be very clear about what input is required for each step in order to generate the final result.
Also take the bridge as an example.
After the step of launching the bridge, you can roughly estimate it. It takes 7 blocks to build a bridge: 3 short blocks for each of the left and right columns, and 1 long block for the bridge. As shown below:
▲ Figure 2: 7 blocks required for bypassing
The two types of seven blocks are the inputs needed to build a bridge.
After knowing the input required for each step, we can continue to analyze which ones are already there and which ones are not.
This allows us to avoid unwanted orThe existing content wastes time and resources, but invests valuable time and resources in the necessary work.
In the case of a bridge, these 7 blocks are not currently available, so we need to find out from a lot of Lego blocks.
Step 4: Monitor each step difference
Steps in the second step, and the inputs identified in step three contain a lot of assumptions. In actual implementation, there will always be situations that are different from what we have assumed.
Moreover, in the final working method, the deviation of each step will directly lead to the deviation of the final result, so you have to monitor whether the work of each step has reached the expected level, if not, it is necessary to take timely adjustment measures. .
We also take the bridge as an example.
When you look for long blocks used as bridge decks from the piles, you may find that there are not enough blocks.
At this point, you need to make adjustments in time to replace the long blocks in the original plan with two half-length blocks (7 and 9 in the figure below) and a connected block (8 in the figure below).
▲ Figure 3: Replace a block with a bridge of three blocks
The above are the four major steps from the end. In order to let you really master the application method from the end, I will give you two different examples to help you deepen your understanding.
03Application Example 1: Research
We take customer research as an example.
When the average person does research, the first is to develop a research plan, then follow the plan to interview, and finally organize the research report.
This kind of practice often finds that some questions are not asked when the research report is issued. There is a lot of unnecessary and repeated questions, which wastes time and the quality of the research report is not guaranteed. .
But if you use the four steps to do customer research, the situation is completely different.
Step 1: Defining the output
The output of the survey is the research report, so the first step is to clear the requirements of the research report.
The best way to do this is to come up with a complete research report and refer to it, and break down the content structure of the report.
Step 2: Reverse push generation step
After the requirements of the research report are clear, the second step is to gradually launch the data according to the content of the research report.What to do.
First of all, to complete the filling of the research report content, you must collect the various input information you need.
Secondly, to collect this information (interview records, and collected information), you must have the appropriate interviewer and the person who provided the information list.
Finally, there must be an interview outline for different people, as well as a data collection list, in order to collect all the required information.
After the simple reversal above, a rough research process came out:
1. Prepare an interview outline and a data collection list
2. Develop a research plan
3. Interviews and collection materials
4. Produce research report
Step 3: Determine the necessary input
The steps of the survey, as well as the input required for each step, are sorted out and we can analyze which data is available and which ones are not.
1What information we already have
For example, the company’s name, time of establishment, address, and operating income can be seen in the company’s public financial report, so there is no need to spend time collecting.
2What information needs to be added or updated
For example, we have not had performance appraisal for all employees. This should be added.
Also, the company’s 13th Five-Year Plan, although we have one, but because it has been two years, we need to collect the latest strategic implementation updates.
After the above, we have excluded all the unnecessary things and determined the information that must be interviewed and collected.
Step 4: Monitor each step difference
Although our research plan is based on the reverse push method, the quality of the research plan is much higher than that of the Shun push method, but it still contains a lot of assumptions, which may be inconsistent with the actual implementation.
Therefore, you have to monitor whether each step of the survey has achieved expectations, and if not, take timely measures to adjust.
For example, after you interviewed two people, you found that they are unable to provide insight into the development of the industry. At this time, you should promptly add other interviewers, find industry analysis reports or interview peers to supplement.
The above is the four steps to do customer research from the end. With this method of work, you can spend less time and produce higher quality research reports.
04Application Example 2: Ground Push Activity
Customer research is a work of outputting a certain kind of document. It can be applied to any scene that needs to output a specific product (such as real objects, videos, pictures, documents, etc.).
Below, let’s look at another job that does not have a specific product, and how it is used.
We take the push activity as an example.
Step 1: Defining the output
The “final” of the push activity is not one or a few products, but one or several indicators that measure the effect.
For example, in our example of this push activity, the measure is “Keep 5,000 people in the WeChat group within one month.”
Because of a WeChat group, the upper limit of the scan code into the group is 100 people, so we need to further decompose this metric: to make 60 hundred people, an average of 84 people per group (because each group Certainly someone is lost).
Step 2: Reverse push generation step
As a measure of “final” is clear, we are going to reverse the steps to achieve this indicator.
First of all, to retain 60 groups of not less than 84 people, you need 60 groups to operate for one month, and the retention rate should not be lower than 84%.
Secondly, it is necessary to attract 6,000 people and enter 60 groups separately.
Third, the group is scanned automatically into the group. According to the prediction, the scanning rate is 60%, so at least 10,000 people need to be attracted to the group’s QR code.
Fourth, because it is a push, the QR code of the group is printed on the card. According to the prediction, about 50% of the people who get the card are willing to scan the code, so at least 20,000 cards need to be issued. .
Five, the card issue will be missed, lost, or confiscated by the city management. According to the forecast, there will be a loss rate of about 20%, so at least 25,000 cards need to be printed.
Based on the above reversal, we can draw up the promotion steps of the first draft and the process indicators of each step. As shown below:
Step 3: Determine the necessary input
The main steps, as well as the process metrics for each step, are measured and we can analyze which steps are required for the inputs we have and which ones need to be re-prepared.
Like this push, we have the material and process of operation within the group, but lack of copywriting, lack of cards, lack of staff, lack of QR code, and lack of group guidance process.
After this sorting out, we don’t need to waste time and resources in the group, but focus on other matters and material preparation.
Step 4: Monitor each step difference
After the first three steps, they are still in the planning stage.
When the actual execution begins, it is necessary to monitor the process data of each step in time. Once an abnormality is found, it is necessary to analyze the reason in time for adjustment.
Because the final indicator is directly affected by these process indicators, as long as one process indicator does not meet the standard, if the other indicators remain unchanged, the final indicator will not meet the standard.
For example, when we actually pushed it, we found that the card-issuing part-time job took 1,000 cards, but only 50 people scanned the code in one morning. The scan rate was only 5%, which was far lower than we expected. 50%.
So, we quickly stopped the original card issuance plan, without part-time, changed to our own with 1000 cards to the subway.
I found out that few people would pick up the cards we issued.
So, we made two adjustments in time:
1, added a step, and added a monitoring indicator: the card takeover rate.
2, I bought 6 sets of cool cartoon clothes, let part-time wear cartoon clothes to issue cards
After this adjustment, the card takeover rate has soared to 80%, far exceeding our expectations. Even the aunts who have been beside us are only staring at the cartoon performance, forgetting to call “invoice again.” …invoice…”.
The above is the four steps to push from the end. With this method of work, even a novice can make a wonderful push.
05 Summary
The essence of the beginning is to start from the results to be output, and always do the necessary work around this achievement.
Therefore, it will not only make your work better, but also help you greatly reduce the detours and useless work in your work, and greatly improve your work efficiency.
It’s easy to start with the end, as long as you follow the four steps below:
Step 1: Defining the output
Step 2: Reverse push generation step
Step 3: Determine the necessary input
Step 4: Monitor each step difference