{"entry_id": "48f372a1-2485-4194-b0a2-637e6d4de91e", "infos": [{"txt": "奶昔困境、技术狂热者陷阱和JTBD（1）", "language": "chinese", "position": {"atoms": [{"position_id": 0, "txt": "奶昔困境、技术狂热者陷阱和JTBD（1）", "x": ""}]}, "tags": [], "label": "O", "web_segment_id": 0, "global_sentence_id": 0, "edu_l1_label": "EDU_O"}, {"txt": "            奶昔困境、技术狂热者陷阱和JTBD（1）          ", "language": "chinese", "position": {"atoms": [{"position_id": 280, "txt": "\n            \n奶昔困境、技术狂热者陷阱和JTBD（1）\n          ", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/h1"}]}, "tags": ["h1"], "label": "article_title", "web_segment_id": 37, "global_sentence_id": 1, "edu_l1_label": "BOT"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2wpqWM2j1KgQ1eCZxB1Vt5iC.jpeg", "language": "chinese", "position": {"atoms": [{"position_id": 54, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2wpqWM2j1KgQ1eCZxB1Vt5iC.jpeg", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[1]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 39, "global_sentence_id": 2, "edu_l1_label": "EDU_O"}, {"txt": "前段时间看了小马宋推荐的《与运气竞争》这本书，作者是写过《创新者窘境》的克里斯坦森。", "language": "chinese", "position": {"atoms": [{"position_id": 282, "txt": "前段时间看了小马宋推荐的《与运气竞争》这本书，作者是写过《创新者窘境》的", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[3]/span"}, {"position_id": 284, "txt": "克里斯坦森。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[3]/span/span"}]}, "tags": [], "label": "content", "web_segment_id": 40, "global_sentence_id": 3, "edu_l1_label": "BOS"}, {"txt": "克里斯坦森提出了一个悖论性的问题：", "language": "chinese", "position": {"atoms": [{"position_id": 286, "txt": "克里斯坦森提出了一个悖论性的问题：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[5]/span/span[1]"}]}, "tags": [], "label": "content", "web_segment_id": 41, "global_sentence_id": 4, "edu_l1_label": "IOS"}, {"txt": "为什么在对创新越来越重视的今天，创新的成功率和几十年前相比，却没有明显的上升？", "language": "chinese", "position": {"atoms": [{"position_id": 287, "txt": "为什么在对创新越来越重视的今天，创新的成功率和几十年前相比，却没有明显的上升？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[5]/span/span[1]"}]}, "tags": [], "label": "content", "web_segment_id": 41, "global_sentence_id": 5, "edu_l1_label": "IOS"}, {"txt": "《与运气竞争》这本书就尝试去回答我们应该如何科学创新。", "language": "chinese", "position": {"atoms": [{"position_id": 289, "txt": "《与运气竞争》这本书就尝试去回答我们应该如何科学创新。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[5]/span/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 41, "global_sentence_id": 6, "edu_l1_label": "IOS"}, {"txt": "我最大的收获是重新理解了用户需求，从用户需求的表象，开始深度挖掘用户需求冰山下面的底层动机。", "language": "chinese", "position": {"atoms": [{"position_id": 291, "txt": "我最大的收获是重新理解了用户需求，", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[7]/span"}, {"position_id": 293, "txt": "从用户需求的表象，开始深度挖掘用户需求冰山下面的底层动机。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[7]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 42, "global_sentence_id": 7, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/1JjXMb2a8S8r32hsWq228DnZ.png", "language": "chinese", "position": {"atoms": [{"position_id": 76, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/1JjXMb2a8S8r32hsWq228DnZ.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[8]/span/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 43, "global_sentence_id": 8, "edu_l1_label": "EDU_O"}, {"txt": "奶昔窘境", "language": "chinese", "position": {"atoms": [{"position_id": 295, "txt": "奶昔窘境", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[10]/strong/span"}]}, "tags": ["strong"], "label": "title1", "web_segment_id": 44, "global_sentence_id": 9, "edu_l1_label": "BOS"}, {"txt": "这本书最有名的是‘奶昔困境’的故事：", "language": "chinese", "position": {"atoms": [{"position_id": 297, "txt": "这本书最有名的是‘奶昔困境’的故事：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[11]/span"}]}, "tags": [], "label": "content", "web_segment_id": 45, "global_sentence_id": 10, "edu_l1_label": "IOS"}, {"txt": "有个快餐连锁店为了提升奶昔的销量，依照消费者的反馈做了很多创新尝试，但几个月后什么也没发生。", "language": "chinese", "position": {"atoms": [{"position_id": 298, "txt": "有个快餐连锁店为了提升奶昔的销量，依照消费者的反馈做了很多创新尝试，但几个月后什么也没发生。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[11]/span"}]}, "tags": [], "label": "content", "web_segment_id": 45, "global_sentence_id": 11, "edu_l1_label": "IOS"}, {"txt": "克里斯坦森参与项目后，则开始思考这个问题：", "language": "chinese", "position": {"atoms": [{"position_id": 300, "txt": "克里斯坦森参与项目后，则开始思考这个问题：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[13]/span"}]}, "tags": [], "label": "content", "web_segment_id": 46, "global_sentence_id": 12, "edu_l1_label": "IOS"}, {"txt": "“  这些消费者的生活中出现了什么样的任务，才会促使他们来到这家餐厅雇佣奶昔？ ”。", "language": "chinese", "position": {"atoms": [{"position_id": 301, "txt": "“  这些消费者的生活中出现了什么样的任务，才会促使他们来到这家餐厅雇佣奶昔？ ”。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[13]/span"}]}, "tags": [], "label": "content", "web_segment_id": 46, "global_sentence_id": 13, "edu_l1_label": "IOS"}, {"txt": "他们发现，在早上购买奶昔的顾客，他们还不太饿，但要开很长时间的车去上班，估计到了公司就会饿。", "language": "chinese", "position": {"atoms": [{"position_id": 303, "txt": "他们发现，在早上购买奶昔的顾客，他们还不太饿，但要开很长时间的车去上班，估计到了公司就会饿。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[15]/span"}]}, "tags": [], "label": "content", "web_segment_id": 47, "global_sentence_id": 14, "edu_l1_label": "IOS"}, {"txt": "于是他们想在开车时喝点什么，一方面可以给无聊的通勤时间增加点乐趣，一方面也可以抵挡上午的饥饿。", "language": "chinese", "position": {"atoms": [{"position_id": 305, "txt": "于是他们想在开车时喝点什么，一方面可以给无聊的通勤时间增加点乐趣，一方面也可以抵挡上午的饥饿。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[15]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 47, "global_sentence_id": 15, "edu_l1_label": "IOS"}, {"txt": "参与完成此项任务的竞品有很多，但都存在一些问题：", "language": "chinese", "position": {"atoms": [{"position_id": 307, "txt": "参与完成此项任务的竞品有很多，但都存在一些问题：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[17]/span"}]}, "tags": [], "label": "content", "web_segment_id": 48, "global_sentence_id": 16, "edu_l1_label": "IOS"}, {"txt": "香蕉几口就吃完了，不到10 点，你就又会饿了;", "language": "chinese", "position": {"atoms": [{"position_id": 309, "txt": "香蕉几口就吃完了，不到", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[1]/li[1]/p/span"}, {"position_id": 311, "txt": "10", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[1]/li[1]/p/span/span"}, {"position_id": 313, "txt": " 点，你就又会饿了;", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[1]/li[1]/p/span/span"}]}, "tags": ["li"], "label": "content", "web_segment_id": 49, "global_sentence_id": 17, "edu_l1_label": "IOS"}, {"txt": "甜甜圈的面包屑太多，会让消费者的手指变得黏黏的，让他们在边吃边开车的过程中把衣服和方向盘弄脏", "language": "chinese", "position": {"atoms": [{"position_id": 315, "txt": "甜甜圈的面包屑太多，会让消费者的手指变得黏黏的，让他们在边吃边开车的过程中把衣服和方向盘弄脏", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[1]/li[2]/p/span"}]}, "tags": ["li"], "label": "content", "web_segment_id": 50, "global_sentence_id": 18, "edu_l1_label": "IOS"}, {"txt": "贝果面包 则大多又干又没味，让开车的人不得不一边用膝盖转方向盘，一边往面包上涂抹奶酪和果酱。", "language": "chinese", "position": {"atoms": [{"position_id": 317, "txt": "贝果面包 则大多又干又没味，让开车的人不得不一边用膝盖转方向盘，一边往面包上涂抹奶酪和果酱。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[1]/li[3]/p/span"}]}, "tags": ["li"], "label": "content", "web_segment_id": 51, "global_sentence_id": 19, "edu_l1_label": "IOS"}, {"txt": "早餐就吃甜点实在太罪恶了；", "language": "chinese", "position": {"atoms": [{"position_id": 319, "txt": "早餐就吃甜点实在太罪恶了；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[1]/li[4]/p/span"}]}, "tags": ["li"], "label": "content", "web_segment_id": 52, "global_sentence_id": 20, "edu_l1_label": "IOS"}, {"txt": "相比之下，奶昔算是其中的最优选项：", "language": "chinese", "position": {"atoms": [{"position_id": 321, "txt": "相比之下，奶昔算是其中的最优选项：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[19]/span"}]}, "tags": [], "label": "content", "web_segment_id": 53, "global_sentence_id": 21, "edu_l1_label": "IOS"}, {"txt": "用纤细的吸管喝完一杯浓稠的奶昔需要花很长时间，而且奶昔还能帮助抵挡上午10点左右袭来的饥饿。", "language": "chinese", "position": {"atoms": [{"position_id": 322, "txt": "用纤细的吸管喝完一杯浓稠的奶昔需要花很长时间，而且奶昔还能帮助抵挡上午10点左右袭来的饥饿。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[19]/span"}]}, "tags": [], "label": "content", "web_segment_id": 53, "global_sentence_id": 22, "edu_l1_label": "IOS"}, {"txt": "所以基于以上洞察，为了帮助用户完成这个任务，奶昔产品的迭代方向应该是：", "language": "chinese", "position": {"atoms": [{"position_id": 324, "txt": "所以基于以上洞察，为了帮助用户完成这个任务，奶昔产品的迭代方向应该是：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[21]/span"}]}, "tags": [], "label": "content", "web_segment_id": 54, "global_sentence_id": 23, "edu_l1_label": "IOS"}, {"txt": "应该更浓稠、分量更足，可以让开车上班的人在路上慢慢享用，还能扛饿；", "language": "chinese", "position": {"atoms": [{"position_id": 326, "txt": "应该更浓稠、分量更足，可以让开车上班的人在路上慢慢享用，还能扛饿；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[2]/li[1]/p/span"}]}, "tags": ["li"], "label": "content", "web_segment_id": 55, "global_sentence_id": 24, "edu_l1_label": "IOS"}, {"txt": "水果块甚至巧克力块可以让消费者在习惯性地吸食每口奶昔的时候得到一点儿小“惊喜”，这可以持续为旅途带来乐趣；", "language": "chinese", "position": {"atoms": [{"position_id": 328, "txt": "水果块甚至巧克力块可以让消费者在习惯性地吸食每口奶昔的时候得到一点儿小“惊喜”，这可以持续为旅途带来乐趣；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[2]/li[2]/p/span"}]}, "tags": ["li"], "label": "content", "web_segment_id": 56, "global_sentence_id": 25, "edu_l1_label": "IOS"}, {"txt": "不必考虑把奶昔做得更健康，因为这不是奶昔被‘雇佣’的原因；", "language": "chinese", "position": {"atoms": [{"position_id": 330, "txt": "不必考虑把奶昔做得更健康，因为这不是奶昔被‘", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[2]/li[3]/p/span"}, {"position_id": 332, "txt": "雇佣", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[2]/li[3]/p/span/span"}, {"position_id": 334, "txt": "’的原因；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/ul[2]/li[3]/p/span/span"}]}, "tags": ["li"], "label": "content", "web_segment_id": 57, "global_sentence_id": 26, "edu_l1_label": "IOS"}, {"txt": "技术狂热者陷阱", "language": "chinese", "position": {"atoms": [{"position_id": 336, "txt": "技术狂热者陷阱", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[23]/strong/span"}]}, "tags": ["strong"], "label": "title1", "web_segment_id": 58, "global_sentence_id": 27, "edu_l1_label": "BOS"}, {"txt": "上面的故事告诉我们准确理解用户动机的重要性，没有准确的洞察就不会有对的持续的创新。", "language": "chinese", "position": {"atoms": [{"position_id": 338, "txt": "上面的故事告诉我们准确理解用户动机的重要性，没有准确的洞察就不会有对的持续的创新。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[24]/span[1]"}]}, "tags": [], "label": "content", "web_segment_id": 59, "global_sentence_id": 28, "edu_l1_label": "IOS"}, {"txt": "同样的，没有准确的洞察，可能我们会陷入虚假繁荣的陷阱。", "language": "chinese", "position": {"atoms": [{"position_id": 340, "txt": "同样的，没有准确的洞察，可能我们会陷入虚假繁荣的陷阱。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[24]/span[2]/strong"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 59, "global_sentence_id": 29, "edu_l1_label": "IOS"}, {"txt": "没有准确理解用户的动机而做出的产品，会有人买，正如上面的快餐连锁店，当初卖奶昔可能只是因为一个灵光一闪的想法。", "language": "chinese", "position": {"atoms": [{"position_id": 342, "txt": "没有准确理解用户的动机而做出的产品，会有人买，正如上面的快餐连锁店，当初卖奶昔可能只是因为一个灵光一闪的想法。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[26]/span[1]"}]}, "tags": [], "label": "content", "web_segment_id": 60, "global_sentence_id": 30, "edu_l1_label": "IOS"}, {"txt": "更进一步讲，任何一个概念或产品都可能找到1000个用户，比如在几年前的‘大众创业万众创新’的年代，通过众筹可以快速积累用户。", "language": "chinese", "position": {"atoms": [{"position_id": 344, "txt": "更进一步讲，任何一个概念或产品都可能找到1000个用户，比如在几年前的‘大众创业万众创新’的年代，通过众筹可以快速积累用户。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[26]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 60, "global_sentence_id": 31, "edu_l1_label": "IOS"}, {"txt": "在众筹玩法里面，可能还没有产品，只有一个视频或者PPT，很多新奇特的概念都会找到一部分支持者。", "language": "chinese", "position": {"atoms": [{"position_id": 346, "txt": "在众筹玩法里面，可能还没有产品，只有一个视频或者PPT，很多新奇特的概念都会找到一部分支持者。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[28]/span"}]}, "tags": [], "label": "content", "web_segment_id": 61, "global_sentence_id": 32, "edu_l1_label": "IOS"}, {"txt": "但是，这里会有一个陷阱，我自己称之为’技术狂热者陷阱’。", "language": "chinese", "position": {"atoms": [{"position_id": 347, "txt": "但是，这里会有一个陷阱，我自己称之为’技术狂热者陷阱’。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[28]/span"}]}, "tags": [], "label": "content", "web_segment_id": 61, "global_sentence_id": 33, "edu_l1_label": "IOS"}, {"txt": "《跨越鸿沟》这本书把用户分为技术狂热者、远见者、实用主义者等5个类别。", "language": "chinese", "position": {"atoms": [{"position_id": 349, "txt": "《跨越鸿沟》这本书把用户分为技术狂热者、远见者、实用主义者等5个类别。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[30]/span"}]}, "tags": [], "label": "content", "web_segment_id": 62, "global_sentence_id": 34, "edu_l1_label": "IOS"}, {"txt": "部分众筹成绩不错的新奇特产品团队，看到预售的漂亮数据之后，会认为这个产品已经大卖，后面肯定会有光明的未来，而这样就掉入到这个’技术狂热者陷阱’里面。", "language": "chinese", "position": {"atoms": [{"position_id": 350, "txt": "部分众筹成绩不错的新奇特产品团队，看到预售的漂亮数据之后，会认为这个产品已经大卖，后面肯定会有光明的未来，而这样就掉入到这个’技术狂热者陷阱’里面。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[30]/span"}]}, "tags": [], "label": "content", "web_segment_id": 62, "global_sentence_id": 35, "edu_l1_label": "IOS"}, {"txt": "原因在于，技术狂热者对于新奇特的产品和技术都会很好奇以至于下单购买，但是如果产品没有帮助远见者以及实用主义者的完成他们的任务（Jobs），则产品的定位出现问题。", "language": "chinese", "position": {"atoms": [{"position_id": 352, "txt": "原因在于，技术狂热者对于新奇特的产品和技术都会很好奇以至于下单购买，但是如果产品没有帮助远见者以及实用主义者的完成他们的任务（Jobs），则产品的定位出现问题。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[32]/span[1]"}]}, "tags": [], "label": "content", "web_segment_id": 63, "global_sentence_id": 36, "edu_l1_label": "IOS"}, {"txt": "这意味着这类产品很可能无法从技术狂热者走到远见者，更不用说到实用主义者，后续的业务增长肯定乏力。", "language": "chinese", "position": {"atoms": [{"position_id": 354, "txt": "这意味着这类产品很可能无法从技术狂热者走到远见者，更不用说到实用主义者，后续的业务增长肯定乏力。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[32]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 63, "global_sentence_id": 37, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/1DVlHg4junIQ1dN8Pg4skvsZ.png", "language": "chinese", "position": {"atoms": [{"position_id": 169, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/1DVlHg4junIQ1dN8Pg4skvsZ.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[34]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 64, "global_sentence_id": 38, "edu_l1_label": "EDU_O"}, {"txt": "注：", "language": "chinese", "position": {"atoms": [{"position_id": 356, "txt": "注：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[35]"}]}, "tags": [], "label": "content", "web_segment_id": 65, "global_sentence_id": 39, "edu_l1_label": "EDU_O"}, {"txt": "技术狂热者就是图中的Innovator(2.5%)。", "language": "chinese", "position": {"atoms": [{"position_id": 358, "txt": "技术狂热者就是图中的Innovator(2.5%)。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[35]/span"}]}, "tags": [], "label": "content", "web_segment_id": 65, "global_sentence_id": 40, "edu_l1_label": "EDU_O"}, {"txt": "我自己也曾是技术狂热者，也干过盲目支持众筹产品的事情。", "language": "chinese", "position": {"atoms": [{"position_id": 360, "txt": "我自己也曾是技术狂热者，也干过盲目支持众筹产品的事情。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[37]/span"}]}, "tags": [], "label": "content", "web_segment_id": 66, "global_sentence_id": 41, "edu_l1_label": "IOS"}, {"txt": "当时有一个朋友做电动滑板，看完预售视频之后我觉得太酷了，所以就花了钱买了电动滑板，但后面买了之后其实也没有怎么玩过，因为这个滑板对我的生活没有什么帮助。", "language": "chinese", "position": {"atoms": [{"position_id": 361, "txt": "当时有一个朋友做电动滑板，看完预售视频之后我觉得太酷了，所以就花了钱买了电动滑板，但后面买了之后其实也没有怎么玩过，因为这个滑板对我的生活没有什么帮助。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[37]/span"}]}, "tags": [], "label": "content", "web_segment_id": 66, "global_sentence_id": 42, "edu_l1_label": "IOS"}, {"txt": "这个电动滑板团队看到众筹数据不错，就开始租新办公室，批量生产，后面这个项目是失败的，我估计是陷入到了‘技术狂热者陷阱’里面了，像我这种人在购买者的比例中太多了。", "language": "chinese", "position": {"atoms": [{"position_id": 363, "txt": "这个电动滑板团队看到众筹数据不错，就开始租新办公室，批量生产，后面这个项目是失败的，我估计是陷入到了‘", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[39]/span[1]"}, {"position_id": 365, "txt": "技术狂热者陷阱", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[39]/span[2]"}, {"position_id": 367, "txt": "’里面了，像我这种人在购买者的比例中太多了。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[39]/span[3]"}]}, "tags": [], "label": "content", "web_segment_id": 67, "global_sentence_id": 43, "edu_l1_label": "IOS"}, {"txt": "类似的现象很多，Segway的案例其实也是类似的。", "language": "chinese", "position": {"atoms": [{"position_id": 369, "txt": "类似的现象很多，Segway的案例其实也是类似的。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[41]/span"}]}, "tags": [], "label": "content", "web_segment_id": 68, "global_sentence_id": 44, "edu_l1_label": "IOS"}, {"txt": "技术很酷，但不实用，无法跨越各种鸿沟。", "language": "chinese", "position": {"atoms": [{"position_id": 370, "txt": "技术很酷，但不实用，无法跨越各种鸿沟。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[41]/span"}]}, "tags": [], "label": "content", "web_segment_id": 68, "global_sentence_id": 45, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/4EEQYI30RFsW2e64U0aBhyK.jpeg", "language": "chinese", "position": {"atoms": [{"position_id": 191, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/4EEQYI30RFsW2e64U0aBhyK.jpeg", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[42]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 69, "global_sentence_id": 46, "edu_l1_label": "EDU_O"}, {"txt": "所以有人购买我们的产品，并不意味着我们的产品会大卖，会有高速的增长。", "language": "chinese", "position": {"atoms": [{"position_id": 372, "txt": "所以有人购买我们的产品，并不意味着我们的产品会大卖，会有高速的增长。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[44]/span"}]}, "tags": [], "label": "content", "web_segment_id": 70, "global_sentence_id": 47, "edu_l1_label": "IOS"}, {"txt": "尤其是高科技产品，很可能只是满足了技术狂热者的好奇心而已，等这批用户被收割完毕之后，就会后继无人。", "language": "chinese", "position": {"atoms": [{"position_id": 373, "txt": "尤其是高科技产品，", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[44]/span"}, {"position_id": 375, "txt": "很可能只是满足了技术狂热者的好奇心而已，等这批用户被收割完毕之后，就会后继无人。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[44]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 70, "global_sentence_id": 48, "edu_l1_label": "IOS"}, {"txt": "Jobs to be done（JTBD）", "language": "chinese", "position": {"atoms": [{"position_id": 377, "txt": "Jobs to be done（JTBD）", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[46]/strong/span"}]}, "tags": ["strong"], "label": "title1", "web_segment_id": 71, "global_sentence_id": 49, "edu_l1_label": "BOS"}, {"txt": "了解购买我们产品的用户类型很重要，同样的，准确洞察这些用户的购买动机也很重要。", "language": "chinese", "position": {"atoms": [{"position_id": 379, "txt": "了解购买我们产品的用户类型很重要，同样的，准确洞察这些用户的购买动机也很重要。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[47]/span[1]"}]}, "tags": [], "label": "content", "web_segment_id": 72, "global_sentence_id": 50, "edu_l1_label": "IOS"}, {"txt": "如何洞察用户需求和动机？", "language": "chinese", "position": {"atoms": [{"position_id": 381, "txt": "如何洞察用户需求", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[47]/span[2]"}, {"position_id": 383, "txt": "和动机？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[47]/span[3]"}]}, "tags": [], "label": "content", "web_segment_id": 72, "global_sentence_id": 51, "edu_l1_label": "IOS"}, {"txt": "克里斯坦森在《与运气竞争》这本书提出了Jobs to be done（JTBD）理论。", "language": "chinese", "position": {"atoms": [{"position_id": 384, "txt": "克里斯坦森在《与运气竞争》这本书提出了Jobs to be done（JTBD）理论。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[47]/span[3]"}]}, "tags": [], "label": "content", "web_segment_id": 72, "global_sentence_id": 52, "edu_l1_label": "IOS"}, {"txt": "这里的Jobs（任务）就是类似用户的购买动机，比如上面奶昔的案例中，用户购买奶昔是为了给无聊的通勤时间增加点乐趣，也可以抵挡上午的饥饿。", "language": "chinese", "position": {"atoms": [{"position_id": 386, "txt": "这里的Jobs（任务）就是类似用户的购买动机，比如上面奶昔的案例中，用户购买奶昔是为了给无聊的通勤时间增加点乐趣，也可以抵挡上午的饥饿。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[49]/span"}]}, "tags": [], "label": "content", "web_segment_id": 73, "global_sentence_id": 53, "edu_l1_label": "IOS"}, {"txt": "如果不理解这一点，持续加功能并不能得到好的增长。", "language": "chinese", "position": {"atoms": [{"position_id": 387, "txt": "如果不理解这一点，持续加功能并不能得到好的增长。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[49]/span"}]}, "tags": [], "label": "content", "web_segment_id": 73, "global_sentence_id": 54, "edu_l1_label": "IOS"}, {"txt": "‘’Jobs to be done（JTBD）理论的本质是理解用户购买行为背后的真实动机。", "language": "chinese", "position": {"atoms": [{"position_id": 389, "txt": "‘’Jobs to be done（JTBD）理论的本质是理解用户购买行为背后的真实动机。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/blockquote/section[1]/section"}]}, "tags": [], "label": "content", "web_segment_id": 74, "global_sentence_id": 55, "edu_l1_label": "IOS"}, {"txt": "靠大数据得出的相关性无法看出用户为什么作出这样的选择，很难为创新指明方向。", "language": "chinese", "position": {"atoms": [{"position_id": 390, "txt": "靠大数据得出的相关性无法看出用户为什么作出这样的选择，很难为创新指明方向。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/blockquote/section[1]/section"}]}, "tags": [], "label": "content", "web_segment_id": 74, "global_sentence_id": 56, "edu_l1_label": "IOS"}, {"txt": "只有搞清楚了用户的具体待办任务，并帮助用户更好地完成这个任务，才有可能提升创新的成功率。", "language": "chinese", "position": {"atoms": [{"position_id": 391, "txt": "只有搞清楚了用户的具体待办任务，并帮助用户更好地完成这个任务，才有可能提升创新的成功率。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/blockquote/section[1]/section"}]}, "tags": [], "label": "content", "web_segment_id": 74, "global_sentence_id": 57, "edu_l1_label": "IOS"}, {"txt": "‘’", "language": "chinese", "position": {"atoms": [{"position_id": 392, "txt": "‘’", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/blockquote/section[1]/section"}]}, "tags": [], "label": "content", "web_segment_id": 74, "global_sentence_id": 58, "edu_l1_label": "IOS"}, {"txt": "《与运气竞争》", "language": "chinese", "position": {"atoms": [{"position_id": 394, "txt": "《与运气竞争》", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/blockquote/section[2]/span"}]}, "tags": [], "label": "content", "web_segment_id": 75, "global_sentence_id": 59, "edu_l1_label": "EDU_O"}, {"txt": "下一篇讲具体聊聊Jobs to be done（JTBD）理论。", "language": "chinese", "position": {"atoms": [{"position_id": 396, "txt": "下一篇讲具体聊聊Jobs to be done（JTBD）理论。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[50]/span"}]}, "tags": [], "label": "content", "web_segment_id": 76, "global_sentence_id": 60, "edu_l1_label": "EDU_O"}, {"txt": "以上。", "language": "chinese", "position": {"atoms": [{"position_id": 398, "txt": "以上。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[52]/span"}]}, "tags": [], "label": "O", "web_segment_id": 77, "global_sentence_id": 61, "edu_l1_label": "EDU_O"}, {"txt": "欢迎关注", "language": "chinese", "position": {"atoms": [{"position_id": 400, "txt": "欢迎关注", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[54]/span/strong"}]}, "tags": ["strong"], "label": "O", "web_segment_id": 78, "global_sentence_id": 62, "edu_l1_label": "EDU_O"}, {"txt": "本文作者周慧明，产品经理一枚。", "language": "chinese", "position": {"atoms": [{"position_id": 402, "txt": "本文作者周慧明，产品经理一枚。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[55]/span"}]}, "tags": [], "label": "author", "web_segment_id": 79, "global_sentence_id": 63, "edu_l1_label": "EDU_O"}, {"txt": "欢迎关注公众号，多多交流。", "language": "chinese", "position": {"atoms": [{"position_id": 403, "txt": "欢迎关注公众号，多多交流。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[55]/span"}]}, "tags": [], "label": "O", "web_segment_id": 79, "global_sentence_id": 64, "edu_l1_label": "EDU_O"}, {"txt": "推荐阅读", "language": "chinese", "position": {"atoms": [{"position_id": 405, "txt": "推荐阅读", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[57]/strong"}]}, "tags": ["strong"], "label": "O", "web_segment_id": 80, "global_sentence_id": 65, "edu_l1_label": "EDU_O"}, {"txt": "清华产品课笔记之高科技产品营销入门", "language": "chinese", "position": {"atoms": [{"position_id": 407, "txt": "清华产品课笔记之高科技产品营销入门", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[58]/a"}]}, "tags": [], "label": "O", "web_segment_id": 81, "global_sentence_id": 66, "edu_l1_label": "EDU_O"}, {"txt": "                        小明的产品笔记                      ", "language": "chinese", "position": {"atoms": [{"position_id": 409, "txt": "\n                        小明的产品笔记                      ", "x": "/html/body/div[4]/div[2]/div[2]/div[1]/div[1]/div/div/div/div/div[2]/div/div"}]}, "tags": [], "label": "O", "web_segment_id": 99, "global_sentence_id": 67, "edu_l1_label": "EDU_O"}], "type": "WEB"}
#             奶昔困境、技术狂热者陷阱和JTBD（1）          
## 奶昔窘境
## 技术狂热者陷阱
## Jobs to be done（JTBD）
