When we talk about user growth, what are we talking about? WeChat fission, private domain traffic, advertising, new promotion, conversion retention, these are all under the scope of user growth.
User growth is complex, and it uses a variety of complex ways to achieve the goal of product user growth. However, user growth can also be simple, so we need to switch to a system perspective to look at user growth, and use the knowledge of system dynamics to evolve user growth.
The earliest contact with system dynamics was through the sharing of Liu Xinhua, a partner of Gaorong Capital and former chief growth officer of Kuaishou. He suggested that students who are deeply interested in user growth should understand learning system dynamics. Since then, I have learned the main theories of system dynamics in many aspects, combined with user growth experience, and gained more cognition and experience.
In the follow-up, I will share the theoretical knowledge and application methods of system dynamics and user growth with you through a number of articles, and discuss with you the system logic and potential energy of user growth. As the first article in a series of articles, this article will introduce you to the system first.
1. System dynamics and user growth
System dynamics (system dynamics) is a young discipline. It was proposed by Forrest, a professor at the Massachusetts Institute of Technology in the United States in 1956. It was initially mainly used in industrial production, and the scope of application was gradually expanded after research and development. has an important guiding role.
System class dynamics respects the system science idea that "every system must have a structure, and the system structure determines the system function". According to the feedback characteristic that the internal components of the system are mutually causal, we can find the root cause of the problem from the internal structure of the system, and then guide the follow-up. problem-solving decisions.
So what is a system? Simply put, a system is a set of interconnected elements, and the main content is system elements and connections. Systems are everywhere. Ecosystems, human systems, and business systems are all systems. The power of system dynamics lies in abstracting the main features and laws of different systems to help us understand and change systems.
User growth is the long-term goal of Internet products. Its core is to understand and change the system composed of products and users, and to influence the user growth system to optimize and evolve according to the expected direction, so as to achieve continuous growth in user scale and value. The application of system dynamics is very suitable for user growth. How to disassemble the product and user elements in the system, and discover the connection between products and users, as well as the connection between users and users, is country email list the key to applying system dynamics knowledge to evolve user growth.
Moreover, user growth is built under the product system, the product system is built under the company system, the company system is built under the industry system, and the industry system is built under the market system. The ubiquitous system contains and influences This also makes the understanding and application of the system have unlimited value and potential. We can not only use the system to explore the nature and potential of user growth, but also jump out of user growth and find the external trends and macro dividends of user growth from a higher-level system.
2. Multiple splits and continue to understand the system
As mentioned earlier, a system is a set of interconnected elements. All systems can be abstracted into system elements and connection relationships. The elements in the system are uncertain and will change with the operation of the system, which can be called variables; and connection relationships include four types: causal chain, reinforcement loop, adjustment Loops and hysteresis effects.