There is a god in every product manager's heart - Steve Jobs. Why Steve Jobs can create world-class excellent products? Xu Kaiwen, a professor of psychology at Peking University, believes that "the reason why Steve Jobs was able to create the great product of the iPhone is because he is more sensitive to uncomfortable feelings and he has a higher demand for perfection." On October 18, in the No. In the class of "User Insights", the first module of the fifth waterdrop product evolution camp, Mr. Xu Kaiwen taught the students the methodology of understanding users and understanding human nature from the perspective of psychology with the title of "Who Creates Products That Change the World". Mr. Xu Kaiwen first shared some psychological theories and data with the students, and expounded the relationship between trauma and creation, and then deeply explored the psychological characteristics of Jobs and the reasons for the formation of these psychological characteristics. The following is Kevin Xu's sharing and sorting out (excerpts) in the fifth phase of the Water Drop Product Evolution Camp: Trauma and Creation Today, the theme I want to discuss with you is "Who Made the Products That Change the World". To a large extent, Jobs fulfilled his promise to change the world. The smartphone that everyone uses now, in the exact sense, started with Apple. I personally have a more extreme view: if you are not good enough now, maybe it is because you are not crazy enough. There is a link between human creativity and more extreme mental conditions. Let's take a look at Steve Jobs, the man who was abandoned by the world and changed the world. He was abandoned by his parents at birth, and his mother asked a white Catholic couple with a bachelor's background to adopt his son. She herself is the daughter of a wealthy businessman. When she had to abandon her son, she also mentioned that she did not dare to get along with Jobs. After giving birth to Jobs, she was afraid that she would not be able to leave him if she fell in love with her own child, so she was cruel abandon him. At first, a couple of lawyers met Jobs' mother's demands, but they sent Jobs back to the orphanage a month after they brought him home. Before Jobs knew what was going on, he was dumped twice. Jobs' adoptive parents were blue-collar workers, and Jobs' biological mother was unwilling, and they also filed a lawsuit for it. Jobs' childhood was filled with abandonment and trauma. In his youth, Jobs dropped out of college and went to a very humble university. Psychology has a very important word called projection. Projection refers to what we have in our hearts will be reflected in our preferences, in our choices, we seem to be a free will person, but in fact we will be affected by Their own family, growth environment, etc. have a great influence and shape. People are irrational. If people were completely rational, the world would be boring. you think about it, if If we invest in stocks according to the theory of economists, there is a high probability that we will lose money. The starting point of economics is that people are rational, and people will make decisions according to their own best interests. But the reality is that we chase when the stock market is rising, sell when the stock market is falling, buy when the price is high, and sell when the price is low. Therefore, people are more controlled and influenced by their own emotions. You can be aware of some emotions, such as depression, anger, and guilt, but more often, you don’t know what kind of emotions you are being affected by. Influence or manipulation, that's human nature. Think about it carefully, everyone, the greatest achievements in human history were not created out of happiness. None of us are willing to experience trauma, and I also hope that my life will be plain and ordinary, but great inventions seem to be made only in extreme circumstances, and trauma will stimulate the greatest energy and wisdom. So if we're not good enough now, maybe it's because we're not crazy enough; if we're not successful enough now, maybe because we haven't experienced enough failures and traumas. What is trauma? I generalize it a bit: our past experiences, our lives, especially childhood, childhood means that you are a blank sheet of paper, and the chapter you start to write on this blank sheet of paper may It will have a vital impact on your life. If you think about it, when we first came into this world, we were very powerless, with little strength and resources. People must be cared for and loved to grow. This is not chicken soup, it is a fact, and this kind of caring and love will affect a person’s brain development, and affect a person’s character, emotions, and even empathy. Our family is what we grew up in as a child, almost everything in our lives that imprints us and affects us. This effect will also affect our intimate relationships, our careers, our products, and our jobs. Why Jobs Demanded Perfection Jobs demanded perfection because he spent his life overcoming his early traumatic experiences. He has a strong self-identity, but also a strong self-denial. Behind narcissism is inferiority, and behind inferiority is trauma. People have no memory before the age of 3, because the brain has not yet matured, which is the characteristic of human brain development. It wasn't until Jobs was 6 that he knew he had been abandoned. I think his reaction was like being struck by lightning, maybe at that moment he realized he didn't know where he came from and suddenly realized that he was worthless. A person's childhood experiences are templates for adult behavior that influence and shape people. From a psychological point of view, this is inevitable. Is it possible for psychology to gain insight into the human heart? Mind-reading is unlikely, but it is perfectly possible to predict what choices a person will make at some big moment, when a big decision is made. The most fundamental underlying human need is intimacy, and the loss of intimacy will make people the most desperate in this world. If we don't know where we came from, where do we see our worth and meaning? Jobs' family environment had a decisive influence on his psychological impact, the development of his character, his views on the world, his views on people, his sense of security, and his basic trust in people, which determined the first half of his life. A good family environment will give you the most basic sense of security and make you less prone to anxiety, because we know that we have enough love and support by our side, we have not experienced trauma and pain, so we think the world is safe. But if a person is born abandoned by his parents, beaten by his parents, and constantly denied and degraded by his parents, will he feel safe in this world? If your parents don't trust you and will hurt you, who in the world will trust you? The reason we are who we are is often the very person who hurts and controls us, making us the person we least want to be. Why? Because only when you become the person you least want to be has a better chance of surviving and you can balance yourself. When a person abuses and hurts me, I think it is wrong for him to do so. I will fight against him, even if I choose to forbear, but my heart is conflicted. But if I think you should hurt me, I'm scum, I'm trash, I'm worthless, then my inner conflict will be gone. Like him, I will hurt others, and think that hurting others is right. Only at this time can I achieve inner balance. Therefore, people who are hurt often end up hurting others, which is the identification of the attacker. Because of such changes in cognitive attitudes, after we have had traumatic experiences, our brain function will be impaired, especially childhood traumatic experiences, which make our emotions particularly easy to lose control. The loss of a psychological connection with a person, or the destruction of a person's ability to want to trust and care for others, is the cause of problems in relationships, and it can manifest in family relationships, marriage relationships, and friendships. Jobs himself had problems with all of these relationships. He has a manifestation of a personality disorder, and he makes a frantic effort to avoid the real and the phenomenal being abandoned. His way of dealing with avoiding being abandoned again by others is to abandon others first, and he has such a self-fulfilling prophecy, because everyone will hurt me, so I hurt first If you hurt others, you won't be hurt. He will try to avoid being abandoned in various ways and eventually become a self-fulfilling prophecy. He thinks that others will hurt me, he takes the initiative to attack and hurt others, when he takes the initiative to attack and hurt others, he will definitely be attacked and hurt by others, so it proves that others will hurt and attack me. in cycle. Soothe the inner unease and create an Apple product Why is the back cover of an Apple phone difficult to open? Why is Apple's system a unique closed system, not compatible with others? Why did most of Jobs' close relationships fall apart? Quite simply, because he was abandoned by his parents since he was a child. I was particularly impressed by a line from Jobs' famous Stanford speech, which roughly means: I can only sleep peacefully every night when I go to bed thinking, I've made the best product in the world. Jobs had to pursue the ultimate perfection in order to appease his inner unease. There are all kinds of geniuses in Apple. All Apple's technologies have long been available, but Jobs made these technologies into a product that is really recognized by the world. The question is why does he have this ability? Where does his ability come from? Talent is an ambiguous word. What gene did God give him to have the talent to make iPhones? Why did Jobs make a product with such a perfect user experience? Trauma brings alertness to dangerous information. Jobs is more sensitive to uncomfortable feelings. He will notice at a glance that the technology of the watch is great, but this watch has a dangerous feeling. If the dangerous feeling is not solved, the product made will have problems. But this insecurity, and the quest for it, can make us more sensitive to the human experience. Jobs was arrogant, sarcastic, denial and belittled others, and the extreme sense of control was due to loss of control. If a person had not experienced the fear of losing control, he would not have the need to control others so strongly, the more because he lacked a sense of security in his heart. It will be like this. The problem is that belittling, denying, and attacking others will lead to negative attacks on you, so relationships are prone to break down. Because his parents abandoned him, he doesn't trust anyone else. Behind all Apple products, there are strong traces of Jobs. What are his successes and failures? In psychology, his failure stems from his character traits, and his success is also due to his experience and character traits. Why did Jobs demand perfection? The engineer showed him a picture of a shark on the PPT, and he was satisfied only when he picked the 39th picture. The friends around him collapsed, and he couldn't see the difference between the 39th picture and the 1st picture. do not. Most people can't see the difference, but Jobs can see that he has a higher demand for perfection. Why is Jobs reluctant to thank the Apple II team? Psychologically, we defend against the part of me that may feel inferior and inferior by being good enough and good enough. The Lisa computer led by Jobs was not so successful, but he did not have the success of the Apple II led by him. Although this success is still related to him, Jobs believes that the success of others is a negation of him. Where does this jealousy come from when we strive for perfection? In the end, because of lack of self-confidence in yourself, the success of others will turn into devaluation of yourself. Jobs is precisely because of the strong trauma and inferiority in his heart. For him, if others are stronger than me, it means that he will be killed, so he needs to do the best to make himself feel safe.
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