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本课的主讲人是Alex Schultz，主要谈了关于产品的用户增长问题。首先演讲者认为，对于网站，用户留存率是最重要的，而这则取决于产品的好坏，因此先要做好产品。第二，要选对增长目标，制造激动时刻，比如Facebook的激动时刻就是看到你的朋友也在使用它。此外，演讲者还讲到了诸如病毒式营销，搜索引擎优化，电子邮件、短信、推送通知等可以促进增长的方式。
v. 定义，解释，限定，规定
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- They always benchmark themselves against how many nights booked they have compared to the largest hotel chains in the world.
- 他们公司总是与世界上最大的连锁酒店的预定晚数进行比较
- They have, each of these companies, a different north star.
- 不同的公司有不同的北极星
- The north start doesn't have to be monthly active users for every different vertical.
- 北极星不一定是月度活跃用户数
- For eBay, when I was there, it was gross merchandised volume.
- 对于eBay来说，最关心的是成交额
- How much stuff did people actually buy through eBay.
- 即顾客在eBay上实际买了多少钱的东西
- Everyone externally tends to judge eBay based on revenue.
- 局外人倾向于用收入来评价eBay
- Actually, Benedict Evans has done this amazing breakdown of Amazon's business.Which is really interesting.
- 实际上Benedict Evans将Amazon的市场进行了完美的分析很有意思
- To look at their marketplace business versus their direct business.
- 将第三方业务与自营业务进行对照
- EBay is all marketplace business, right.
- EBay全是第三方业务
- So eBay's being judged by its revenue when it actually has ten times, or whatever more gross merchandised volume going through the site.
- 虽然外界以收入来评判eBay但eBay实际的成交额是其十倍甚至以上
- And that was the number that eBay looked at when I was inside there, and optimized for.
- 成交额才是eBay内部关注并以此为奋斗目标的
- So every different company when it thinks about growth needs a different north star.
- 关于增长，不同的公司有不同的"北极星"
- But when you are operating for growth, it is critical that you have that north star and you define it as a leader.
- 在增长的操作过程中拥有并定义"北极星"是很重要的
- The reason this matters is.
- 北极星重要的原因是
- The second you have more than one person working on anything, you cannot control what everyone else is doing. Right?
- 一旦公司的人数不止你一个你就不能够控制其他每个人的行为
- I promise you, having now might have hit 100 people I'm managing, I have no control.
- 我可以很确定地跟你讲，我现在管理着100个人我根本没法控制他们每个人
- It's all influence. Yes, I can say to one person, do this one thing.
- 我可以给一个员工分配具体的任务
- But then the other 99 are gonna do whatever the hell they want.
- 但是其他的99名员工该干什么就干什么
- And the thing is, it's not clear to everybody what the most important thing is a for a company.
- 什么对于公司至关重要大家并不明确
- It would be very easy inside eBay for people to say, you know what?
- 对于eBay来讲
- We should focus on revenue.
- 大家可以关注收入
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