Differences in product concept and specificity

When designing a product, catch a concept.

The concept can come from drinking, brainstorming, new technology created, or user research.

Well, you can start with these questions.

How about having the mail delivered through the computer?

How about having them share information with each other in multiple locations?

How about creating your own web page?

How about having them call each other face to face?

What if I could record everything in my daily life and make it visible?

How about allowing individuals to share their knowledge and experiences?

What if I let you find a restaurant?

Starting with this idea, you get the concept of a product or service that can do something to people.

Usually these questions start with what the user will benefit from.

Of course, you can also start with marketability, not user usefulness.

We make prototypes with the concept of the product, or materialize the concept through research and brainstorming.

In this article, I do not intend to talk about the process from concept to market launch of a product.


It's a story about a good idea, a good concept, but the concreteness doesn't meet the concept.

They say that there is nothing new in the world.

Maybe it really isn't that many people in the world see new things and say, "Oh, there's such a thing." You don't know how hard it is to create something new.

But even if it's not new enough to venture out, people can come up with ideas.

The problem is that there is as much difference between the concept and concreteness as the sky and the earth.

It is said that genius and dunjae are a blank sheet of paper, but that single sheet distinguishes genius from dunjae, so the difference in concept and concreteness may be that blank sheet of paper, or maybe the difference between the sky and the earth.

The difference between the goal of user-centered design and its specificity I mentioned it in , but I don't know how difficult it is to achieve the goal of making products that are easy for people to use.

In my opinion, the purpose of creating a product is simple.

To make things useful, valuable, easy to use, and want to use, to enrich people's lives and achieve their goals. So it makes life more enjoyable for those who use it. And I make money too.

Others may think differently.

But how many products or services do you have that accomplish this purpose?

Vision, strategy, concept, etc. are all good, but there are so many smart people that they are all similar.

Rather, there is often a big difference between concreteness and practice.

I can't give an example of a real product, so let's take a simple example.

“Isn’t it something to do with stock prices and news?” or “Will the news affect stock prices?” You can plan a product with a concept of wanting to show stocks and news together by asking questions about it.

I don't usually do stocks, so I don't know for sure, but I thought there might be a connection between stock prices and news. The public and businesses engage in advertising, product, and public relations, public relations and communication. Among them, publicity is through the media, and people can make corporate investment decisions through it.

Internet financial services also provide information related to stocks.

The contents of the services currently being displayed can be specifically placed on the stock graph link or button, and links to news newspapers in the same place,
You can also place articles next to the stock price graph of a specific company.

This is what it has been doing so far.

in my view View news articles and stock prices from Google Finance is the same as the original purpose, but the specificity is very different.

You can see the point where the stock price fluctuates in relation to the time of the news article.

The stock price starts to go up from the beginning of the article where Apple introduces the iPhone. It is the part D in the figure. in reality Apple stock rose 8.31% There seems to be a relationship between news articles and stock prices.

mashup Some people may not find this method of showing as new. People seem to have a tendency not to think that something that can be guessed at is new.

However, in my opinion, although the purpose of providing news and stock information to people is the same, the specificity is a very different example.

There is also leadership.

Vision, goals and objectives, and strategies and actions to achieve them.

Everyone asks the leader to give him a vision, and what is his purpose, goal, or strategy?

I think competitiveness may be a specific strategy and content to achieve a goal.

I suddenly said a different story, but I think the concept and specificity of the product are similar.

The gap between the concept and the prototype when planning a product, or the difference between the product brochure or product introduction for investment and the reality.

It seems that it is not the concrete products that are touched and used for a long time, but the wrapping paper and horses that wrap them.

Steve Jobs' truth about 'users don't know what they want' We talked about this, but I think Steve Jobs' amazing marketing ability lies in the demonstration of the product.

It does not just decorate the concept with beautiful words, but allows you to experience indirectly using it as in home shopping. showed a few days ago Introduction of iPhone like that.

Of course, it's not the first time you see it, but it's possible to get a proper evaluation after the actual required time has passed.

A product or service may make a greater difference not only in the concept or idea, but also in the specificity of realizing it.

There are places in the world that make money only with the concept and ideal.
As far as I know, the most representative is the NeXT, which, coincidentally, was created by Steve Jobs after he was kicked out of Apple. It is said that the stock price went up quite a bit by marketing the concept without a specific product.

One of the things I learned while doing research related to concept testing was:


A breakthrough idea is important to the success of a product, but, to allow users to embrace the original concept as they use and experience such ideas. Specificity is also importantis that

그리고 Companies must have people innovating to fill those specificities..

Someone I know said that when he became CEO, he would use the service for 30 minutes every day in front of the service team. He thought that the product would gradually become more user-centric. But I think this is possible when there is someone to fill it.

Also, even when making business decisions about products or services In addition to visions and ideas, it is necessary to look at the difference between what is actually implemented and what is concrete.I think.

Made by someone on youtube.com today Junphone ad in response to Microsoft's response to Apple's iPhone .

It's a sarcastic content for Microsoft, but I'm posting it because I thought I might see a difference between the concept and its concreteness.

ZunePhone Ad: Microsoft's answer to Apple's iPhone


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