什么是价值，如何为产品定义价值？

In the digital product world, however, we encounter a unique challenge. While many frameworks and methodologies are available — frameworks that serve to organise and direct our efforts — few speak to the heart of what truly matters in this context: value. Years ago, I set out to explore how the concept of value could be applied to the digital domain. I sought inspiration from established industries, particularly the FMCG and automotive sectors, whose frameworks for defining value have evolved over decades. Yet, I quickly realised that these frameworks, though insightful, could not be directly transplanted into the world of digital products. The dynamics of digital product development, characterized by the rapid pace of change in technology and user behavior, and the often fluid nature of user engagement, demand a different approach, one more attuned to the digital age’s complexities.

然而，在数字产品的世界中，我们面临着一个独特的挑战。虽然有许多框架和方法论可供选择——这些框架旨在组织和引导我们的努力——但很少有框架真正触及在这种情况下最重要的核心：价值。多年前，我开始探索如何将价值的概念应用于数字领域。我从成熟的行业中寻找灵感，特别是快速消费品和汽车行业，这些行业定义价值的框架经过数十年的演变。然而，我很快意识到，这些框架虽然富有洞察力，却无法直接移植到数字产品的世界中。数字产品开发的动态特征，受技术和用户行为快速变化的影响，以及用户参与的流动性，要求我们采取一种不同的方法，更加适应数字时代的复杂性。

During this exploration, I stumbled upon Peter Doyle’s Value-Based Marketing, a framework that resonated deeply with the needs of digital product teams. Doyle’s approach focuses not on the features and benefits of a product but on the values of the customer — the ethical, emotional, and psychological drivers that shape their decisions. It is a significant shift from a business-centric approach, which often gets mired in the minutiae of features, to a customer-centric one, which places the customer’s values at the centre of the product development process. In Doyle’s vision, marketing and product strategy are inseparable; a company’s message, brand identity, and how it builds and markets its products must be infused with the values that resonate with its audience.

在这次探索中，我偶然发现了 Peter Doyle 的基于价值的营销，这是一个与数字产品团队需求深度共鸣的框架。Doyle 的方法关注的不是产品的特性和好处，而是客户的价值——塑造他们决策的伦理、情感和心理驱动因素。这是从...