NO.1085 創業一定要懂的拉力框架｜中英對照
讓顧客迫切的需求帶你創業成功
The Power of Pull
What You Need to Know About Customer Demand to Build a Successful Startup (and Why Most Founders Get It Wrong)

羅伯．施耐德 Rob Snyder

★哈佛商學院企管講座教授Tom Eisenmann等名人推薦
★亞馬遜網路書店排行榜暢銷書

重點導讀　Main Idea
讓顧客迫切的需求帶你創業成功
What You Need to Know About Customer Demand to Build a Successful Startup
新創事業之所以成功，不是因為打造了出色的產品，而是因為發現顧客迫切的需求，也就是「拉力」，並打造出與這股需求契合的解決方案。你的任務不是說服人們想要你的產品，而是找出他們早就迫切想完成的事，然後讓這件事變得更容易。
Startups do not succeed because they build great products. They succeed because they discover an urgent customer demand ("PULL") and build a solution that fits it. Your job is not to persuade people to want your product. Your job is to find what they are already desperate to accomplish and make it easier.

Chapter 1 看懂顧客需求
LEARN CUSTOMER DEMAND
成功的事業始於顧客需求，而不是出色的產品。別再想著如何創造需求，開始去解決人們早就迫切想解決的問題。
Successful businesses begin with customer demand, not great products. Stop trying to create demand and start solving problems people are already desperate to solve.

Chapter 2 打造產品之前，先找到拉力
FIND PULL BEFORE YOU BUILD A PRODUCT
弄清楚顧客想完成什麼、為什麼非得現在做，以及目前的解決方案為什麼不夠好。圍繞既有需求打造產品，而不是試圖製造需求。
Discover what customers are trying to accomplish, why it matters now and why current solutions fall short. Build around existing demand instead of trying to manufacture it.

Chapter 3 找到「太好了，我要！」顧客
FIND YOUR "HELL YES" CUSTOMER
把每一次顧客對話都當成學習的機會。真正的需求會透過顧客行為和購買決定顯現出來，而不是透過意見、問卷或市場調查。
Treat every customer conversation as an opportunity to learn. Real demand is revealed through customer behavior and buying decisions, not opinions, surveys or market research.

Chapter 4 把他們變成成功案例
TURN THEM INTO A SUCCESS STORY
專注在那些能立刻看出你價值的顧客。別再追著猶豫不決的買家跑，圍繞那些本來就需要你所提供之物的人打造事業。
Focus on customers who immediately recognize your value. Stop chasing reluctant buyers and build your business around people who already need what you provide.

Chapter 5 透過成功案例來銷售
SELL THROUGH THAT SUCCESS STORY
出色的銷售，始於了解顧客的專案、急迫性與替代方案。當你的解決方案真正契合需求時，銷售就會從說服變成幫忙。
Great sales begin with understanding the customer's project, urgency and alternatives. When your solution fits genuine demand, selling becomes helping rather than persuading.

Chapter 6 不斷偵錯，直到顧客主動拉到你的方案
DEBUG UNTIL CUSTOMERS PULL
當銷售停滯時，先診斷真正的問題，再改動產品或行銷。驗證假設、快速學習，讓顧客需求引導每一次改善。
When sales stall, diagnose the real problem before changing your product or marketing. Test assumptions, learn quickly and let customer demand guide every improvement.

Chapter 7 打造成功案例工廠
BUILD A SUCCESS STORY FACTORY
在追求快速成長之前，先建立可以重複複製的顧客成功模式。當你能持續替真正有需求的顧客解決重要問題時，規模化的效果最佳。
Build repeatable customer success before pursuing rapid growth. Scaling works best when you consistently solve an important problem for customers with genuine demand.

Chapter 8 圍繞需求打造你的公司
BUILD YOUR COMPANY AROUND IT
成功來自服務顧客，不是讓自己看起來像個創業家。讓真實需求塑造你的事業，成長自然會成為解決重要問題之後的結果。
Success comes from serving customers, not by looking like an entrepreneur. Let real demand shape your business, and growth becomes the natural result of solving meaningful problems.

延伸閱讀 Extended Reading 從顧客需求出發
DRIVEN BY CUSTOMER NEEDS
企業必須了解客戶真正的需求及背後的影響因素，才能找出隱藏的商機，進而規畫產品與服務、新的目標市場、擬定品牌屬性或廣告主題，讓產品與服務成功上市。
To capture hidden business opportunities and successfully bring products and services to market, companies must understand their customers' true needs and the underlying factors driving them. Only then can they effectively design offerings, identify new target markets, and establish brand attributes or advertising themes.

電子書閱讀方式

您所購買的電子書，系統將自動儲存於「我的電子書櫃」，您可透過PC（Windows / Mac）、行動裝置（手機、平板），輕鬆閱讀。

• Ｗindows / Ｍac 電腦
• 請先安裝瀏覽器，→並以Chrome開啟我的電子書櫃後，點選『線上閱讀』，即可閱讀您已購買的電子書。建議使用 Chrome、Microsoft Edge有較佳的線上瀏覽效果。
• 手機／平板
• 請先安裝 電子書APP後，依照提示登入「會員中心」→「電子書管理」→「電子書APP通行碼/載具管理」，取得APP通行碼再登入APP，下載您所購買的電子書。完成下載後，點選任一書籍即可開始離線閱讀。 APP 適用版本：iOS 14.2 或以上版本，Android 9.0(含) 以上版本。

注意事項：
使用讀冊生活電子書服務即為同意讀冊生活電子書服務條款。
下單後電子書可開啟閱讀的時間請參考：不同的付款方式，何時可開啟及閱讀電子書?
因版權保護，您在TAAZE所購買的電子書/雜誌僅能以TAAZE專屬的閱讀軟體開啟閱讀，無法以其他閱讀器或直接下載檔案。
退換貨說明：電子書、電子雜誌商品，恕不提供10天猶豫期退貨，若您對電子書閱讀有疑慮，建議您可於購買前先行試讀。並於訂購本商品前請務必詳閱電子書商品退換貨原則。