Nazarin kujera #73. Zamanin iPhone, Nokia ko Motorola?

Ina tafiya cikin wurin shakatawa a Peterhof, na ci karo da wani ra'ayi don fitowar Sofa Analytics na gaba. Kusa da wani ƙaramin rafi a bakin tekun, ana ɗaukar hotunan mutane akai-akai, wurin ya cika da ciyayi, bishiyar birch ɗin da ke bayanta. Wata yarinya ta zauna a kan dutse, kuma ba da son rai ba na fashe: "Alyonushka!". Wani hoto mai ban mamaki ya fito da kansa kuma ya bayyana abin da na gani a fili - dutse, rafi, yarinya. Babu wata uwa a cikin tatsuniyar da ta dauki hoton yaron, amma hoton kanta da ƙungiyar sun tashi ta atomatik kuma ban da sha'awata. Dawowa bakin rafin, na sake wucewa ta wannan rafi, na ji dai-daita maganar wasu mutane, wata yarinya ta dauki hoton selfie a wannan wuri, sai wani da ke wucewa ya kira ta Alyonushka. Dukanmu mun haɗu da gaskiyar cewa muna da sararin al'adu guda ɗaya, kuma hoton Alyonushka yana aiki a matsayin archetype, an buga shi a cikin fahimtarmu. Ba za mu iya tunawa da hoton Vasnetsov ba, ba mu san cewa ya zana shi ba, ba shi da wani ilimin game da wannan batu, amma archetype kanta yana da tabbaci a cikin fahimtarmu, mun san cewa yarinyar da ke zaune a bakin rafi shine Alyonushka. wanda ke jiran ɗan'uwansa Ivanushka.

Armchair Analytics #73

Akwai adadi mai yawa na irin waɗannan archetypes a cikin zukatanmu, wasu suna da yanayi (ina kake kai mu, Susaning-hero?) Kuma ba su da wani nuni na hoto, kawai na ilimin tauhidi, wasu kuma suna da alaƙa kai tsaye ga yanayin biyu. da kuma matsayin jarumai. Alal misali, za ka iya tuna da hoton "Again a deuce", wanda aka kunshe a cikin daya daga cikin makaranta litattafan, ko dai Rasha harshen ko wallafe-wallafe, da kuma dalibai kullum tuntube a kan shi a lokacin aji. Wannan hoton an buga mana sosai ta yadda idan yaro marar rai ya dawo gida daga makaranta, mukan yi amfani da jumla iri ɗaya, amma tare da yin tambayoyi. Yana da ban sha'awa cewa da farko Reshetnikov ya zana hotuna game da yara makaranta masu farin ciki, aikin farko na zagayowar Tecno T528 a Kenya "Ya iso hutu" kamar haka, wani ɗan farin ciki ya miƙe a gaban kakansa yana ba da rahoton isowarsa. Amma ba mu san wannan hoton ba, ba a cikin tunaninmu, tun da ba a cikin manhajar makaranta ba, ba ya cikin duniyar yau da kullum ta ƴan makaranta.

Ba wani mai rai da zai iya cewa ya kubuta daga rukunan tarihi kuma ba a cikin zuciyarsa. Ko mun so ko ba mu so, ana samun su a tsawon rayuwa, wasu sun tabbata, wasu kuma na ɗan lokaci. Yin amfani da misalin zanen "Again a deuce", wanda zai iya fahimtar cewa archetypes sun tashi lokacin da wani abu mai mahimmanci ya shafi, kuma makaranta kamar haka ga yawancin mu, da kuma motsin rai maras kyau (iyaye za su tsauta). Haka nan yana bukatar bayyani mai girma, wato yawan maimaita abubuwan da aka yi a baya, ta yadda wani muhimmin bangare na al’umma ya tuna da shi, ta fara gudanar da rayuwarta, ta koma wani yanayi na zamantakewa.

Idan muka yi magana game da kasuwa, to, na'urorin da aka fi sani sun zama archetype, wani abu wanda ya keɓance duka nau'in. Offhand, za mu iya tuna Xerox, wanda ya halicci copier da aka hade kawai da shi, da iPod, wanda evokes bayyananne ƙungiyoyi da music, da kuma a Amurka kusan duk dijital 'yan wasan da ake kira iPod, wanda wani lokacin sauti m - "Na yi. iPod daga irin wannan kamfani kuma." Amma ba kasafai ake yin magana akan sifofin zane-zane na archetype ba, wanda shine bangarensa babu shakka, daya daga cikin bangarorin fahimtarsa.

Idan duk abin da yake kusan bayyananne tare da zanen Alyonushka da Vasnetsov, to yaya game da samfuran kasuwanci? Bari mu ɗauka cewa ba su kai matakin juyin halitta ba lokacin da kowa ya yi magana game da su kawai, kuma hoton su ya zama ma'auni kuma yana haifar da ƙungiyoyi marasa ma'ana. Bari mu kalli abin da ya faru a baya, wanda al'ummomin yanzu suka manta da ɗan lokaci. Hoton ya nuna gilashin biyu, wane irin abin sha ne suke yi?

Armchair Analytics #73

Da dalili, ya ɗan zamba, ya gabatar da gilashin da ba su da siffar gargajiya, amma na tabbata yawancin sun dafa kafaɗunsu sun amsa, waɗannan gilashin champagne ne. Bari mu tambayi matsala mafi wuya, me ke cikin hoto na gaba?

Armchair Analytics #73

Gilashin Brandy! Kuma mu kara rikita junanmu, me ke cikin hoto na gaba?

Armchair Analytics #73

Wannan babban gilashin shampagne ne wanda ya samo asali. Kuma kawai sai aka sami dogayen tabarau masu tsayi, waɗanda cikin sauƙin gane su. Wannan kuma wani bangare ne na ka'idojin al'adunmu, wanda muka manta gaba daya a inda kuma, mafi mahimmanci, dalilin da yasa wadannan archetypes suka tashi. Muna gane hotunan daidai, muna danganta su da yanayi da samfurin, amma ba mu san asalinsu ba. Mu gyara wannan lahani.

A mafi yawancin lokuta, masu yin giya suna ƙirƙirar gilashin wani nau'i na nau'in giyar su da sauran kayan aikinsu bisa dalilai na tallace-tallace, kodayake a wancan lokacin babu irin wannan kalmar. Sun bayyana cewa an fi bayyana abin sha a cikin gilashin wani nau'i, don haka daidai ne a yi amfani da irin waɗannan tasoshin. Sabili da haka a yau muna sha Bordeaux daga gilashin Bordeaux, lokaci-lokaci don ja, idan babu "daidai". Zan yi sacrilege kuma in ce ka'idar al'ada da ta wanzu don giya da ruhohi wani bangare ne na tarbiyyarmu, mun fara amfani da shi a matsayin "daidai." Amma idan kun yi tunanin duniyar da ake shayar da wiski da ƙanƙara a cikinta ba daga faɗuwar gilashi masu kauri ba, amma daga sarewa na champagne, to babu wani dalili da za a yi tunanin cewa a irin wannan duniyar mutane ba sa ɗaukar zaɓin irin waɗannan kayan gilashin. kawai gyara daya kuma kada ku bayyana dalilin da ya sa haka kawai, kuma ba a bayyana ɗanɗanon abin shansu ta wata hanya dabam.

Tabbas, tallace-tallace, wanda ba zato ba tsammani ya zama wani muhimmin bangare na wayewa, yana da kyau, amma ba shi da amfani a aikace saboda gazawar rayuwarmu, kuma sau da yawa mutane suna canza ayyuka lokacin da sauran da yawa a gaba. sakamakon. Koyaya, archetypes sau da yawa suna fitowa azaman salo iri-iri, suna zama na yau da kullun a cikin shekarun da suka gabata har sai wani igiyar ruwa ta maye gurbinsu. Kamfanonin da samfuransu suka zama wani ɓangare na irin wannan kayan tarihi tabbas suna samun nasara, yayin da suke karɓar tallace-tallace kyauta kuma akai-akai, sun zama wani ɓangare na hoton.

Zaku iya la'akari da bullowar kayan tarihi na wucin gadi akan misalin wayoyin hannu. Da zarar na'urar farko a cikin aji ta bayyana akan kasuwa mai yawa, kuma wannan ita ce Motorola DynaTac, ana tallafawa ta hanyar talla daga kamfanin iyaye. Wannan samfuri ne mai mahimmanci, juyin juya hali, wanda babu shakka a ciki.

Armchair Analytics #73

Kuma nan take guguwar bugu a kafafen yada labarai suka fara fitowa, wayar salula na iya gane su cikin sauki saboda haka, sai ta koma wani abu. Kuna iya cire rubutun Motorola, amma mutane za su gaya muku ainihin abin da kuke da shi a hannunku. A cikin tallace-tallace na samfurori daban-daban, wayar hannu ta DynaTac ta bayyana, amma sunan kamfanin iyaye ba a amfani da shi a ko'ina, kasancewar wayar wani ɓangare na hoton, ya kamata ya jaddada matsayin samfurin da aka yi. A bayyane yake cewa ana yin duk wannan ba tare da sani da izinin Motorola ba.A cikin fim din Wall Street, jarumin yana da DynaTac iri ɗaya, kuma a cikin fim na biyu, lokacin da Gekko ya fita daga kurkuku, wannan lokacin ne darektan ya buga shi, wanda ake zaton ya koma wani relic, kamar wayarsa - mu ne. An nuna yadda, lokacin karbar kayanmu, ya nemi waya kuma an sanya babbar DynaTac akan tebur. A wannan lokacin, wannan wayar ta riga ta zama abin tunawa a cikin wayewar jama'a, kasuwa ta tashi sama da shekaru ashirin da ƙarni goma sha biyu kuma ta canza sosai. A bayyane yake cewa DynaTac shi ma ya bace daga tallan wani da sauri, ya haskaka a cikinta tsawon shekaru 5-10, bayan haka kuma ya maye gurbinsa da wasu jarumai.

Ku tuna da shekarun 90 a Rasha, a zahiri a kowane mataki akwai shagunan sayar da wayoyin hannu, suna da alamomi daban-daban, amma, a ka'ida, Nokia 3200, daga baya Nokia 3310, an nuna su a bango. kayayyaki ba tare da ambaton Nokia ba, amma silhouette ɗin ya kasance sananne kuma yana da sauƙin karantawa, wannan shine yadda aka haɓaka ƙarni na Nokia a Rasha, mutanen da suka kasance da aminci ga alamar har ma a wasu lokatai da aka daina samar da samfuran masu kyau. /p>

Armchair Analytics #73

Anan muna ma'amala da bayyani iri ɗaya, la'akari da shi tallan zamantakewa ne, lokacin da aka nuna muku samfur ba tare da alamun ganowa ba, kuma kuna gane shi ba da gangan ba. Kwakwalwar ku tana yin ƙungiya kuma tana yin wasan zato, a cikin ɗan ɓoyayyiyar hoto, tana gane ainihin abu. Me ake nufi? Don haka wannan abu ne mai sauqi qwarai, yayin da kuke ci karo da irin waɗannan hotuna masu ɓarna a cikin mujallu, a cikin alamu a kan tituna, akan yanar gizo, yawan nauyin wannan abu yana samun, kuma ba tare da nufin ku ba. A cikin kasuwar lantarki, ceto shine cewa tsararraki na na'urori da ƙirar su suna canzawa sau da yawa, don haka gyare-gyare na dogon lokaci yana da wuyar gaske. Amma har zuwa wani lokaci, Apple yayi ƙoƙari ya yi amfani da wannan dabarar, don haka ba sa canza zane sau da yawa, amma kokarin ci gaba da zagayowar shekaru biyu (akwai wasu dalilai, ba kawai wannan ba, a gaba ɗaya, duk abin ya yi aiki da kyau). kuma an haɗa shi cikin samfur guda ɗaya).

Nemi tallace-tallacen da ba su da alaƙa da Apple ta kowace hanya, suna nuna iPhone a cikin tsari ko kuma ba ta da kyau sosai.

Armchair Analytics #73 analytics couch #73

Kuma kafin iPhone, za ku iya tunawa da lokacin RAZR a tsakiyar shekarun 2000, ya sadu da tallace-tallace na asibitocin hakori (!), Hukumomin talla da makamantansu waɗanda ba su da alaƙa da wayoyi. Har ila yau, an ba da shi a matsayin alamar shaguna da ayyuka masu aiki da kayan lantarki.

Ko kuma a nan akwai wani misali na archetype mai saukin karantawa, akwai tambayar da ake yi a gidan rediyon da aka ba ka damar lashe wayoyin zamani na zamani na shida. Idan aka yi la’akari da cewa iPhone 6 ya bayyana a kasuwa a wannan lokacin, kamanceceniya suna da sauƙin karantawa.

Tsarin tarihi da abin da ya faru, har ma da yuwuwar yiwuwar faruwar haka, kai tsaye ya dogara da abubuwa da yawa:

  • Muhimmancin zamantakewar samfurin kuma, a sakamakon haka, shahara;
  • Kamfanonin masana'antu da hannayen jarin kasuwa;
  • bayyana (talla kai tsaye kuma, mahimmanci, kaikaice, lokacin da aka nuna ɓangaren samfurin, amma ba a kiransa).

Ana ɗaukar lokaci kafin wani nau'i na archetype ya fito, a cikin na'urorin lantarki kusan ba zai yiwu ba a halin yanzu, lokacin da ƙarni na na'urori ke canzawa kusan kowace shekara. Irin wannan bayyani ya ɓace a nan, amma a cikin motoci guda, inda canjin zamani da jiki ba ya faruwa da sauri, komai ya kasance akasin haka. Yawancin ya dogara da girma da mahimmancin kamfanin kera, tun da archetype na iya tasowa ne kawai idan abin da ya faru ya kasance mafi girma, wato, kasuwar kamfani da / ko shahararsa kafin samfurin ya bayyana ya isa sosai. Alal misali, Tesla, duk da dukan shahara da kuma m jarida ɗaukar hoto, har yanzu ba zai iya haifar da wani archetype na lantarki mota, tun da mafi yawan mutane ba su hade da irin wannan motoci da kamfanin, ba zai iya tunanin shaci Model S ko wasu model. Mai yiyuwa ne a nan gaba lamarin ya zama akasin haka, amma a halin yanzu abin ya kasance.

Ga wani misali kuma, dubi kwalaben Coca-Cola kamar yadda suka canza a tsawon lokaci. Masu zanen kaya sun yi ƙoƙari su ci gaba da ci gaba har ma da canza girman kwalabe da kayan da aka yi. Don me? Dalilin shi ne daidai, Coca-Cola ya dade ya zama archetype na soda, yana da sauƙin ganewa, kuma yawancin masana'antun suna ƙirƙirar nasu nau'in irin wannan ruwa tare da prefix Cola. Wannan shi ne cin zarafin wani da farin jinin wani da ya yi a cikin al'umma.

Armchair Analytics #73

Abin mamaki, akwai ƙananan kamfanoni a cikin duniya waɗanda da gangan suke ƙoƙari su ƙirƙira kayan tarihi don samfuran su, suna tsara wasan shekaru da yawa. Yawancinsu suna ba da kayan aikin su ga makarantu don yara su haɗa wasu na'urori da su, zabar su don gida. Akwai duka biyun gajere da kuma dogon lokaci. A cikin ƙirƙirar archetypes, ƙirar samfurori ko abubuwan da suka dace suna taka muhimmiyar rawa. Wannan wani bangare yana bayyana sadaukarwar kamfanoni ɗaya ba wai kawai ga tambarin su ba, har ma da mafita waɗanda suka bayyana daɗe. Ba su koma baya kwata-kwata, amma suna ƙoƙari su gina dabarunsu ta yadda za su ƙirƙiri nau'in kayan tarihi.

Idan muka yi la'akari da ƙoƙarin kamfanoni a matsayin wani tsari na ayyuka, wanda yake da nisa daga ko da yaushe lamarin, to, yana da kyau a tuna cewa samfurori da sunayen samfurori suna taka muhimmiyar rawa. Amma sun yi ƙasa sosai a cikin tsarin talla fiye da ƙirƙirar archetypes. Koyaya, zaku iya karanta game da sunayen samfuran da yadda kamfanoni ke ƙoƙarin sanya su abin tunawa a cikin ɗayan batutuwan Binciken Sofa.

Armchair analytics #68

Tunawa da nau'ikan kayan tarihi daban-daban yana da sauƙi, misali, yi ƙoƙarin duba agogon birni da wane nau'in sifofi da aka nuna akan tallace-tallacen titi da fastoci, na tabbata za ku ɗan yi mamakin rashin yawan iri iri. Kuma yadda irin waɗannan silhouettes suka shahara a cikin sabis na mota, da kuma masu kera na'urorin mota daban-daban.

analytics couch #73

Ina fata kuna son ɗan ɗan yawon buɗe ido a cikin rayuwar bayan fage na manyan kamfanoni waɗanda ke da ikon ƙirƙirar yanayin zamantakewa da son rai ko kuma ba da gangan ba, kuma ƙananan ƴan wasa suna taimaka musu a cikin wannan. Na tabbata cewa za ku tuna da yawa archetypes da kuma halayen ku zuwa gare su. Raba abubuwan lura a cikin sharhi. Kuma kyakkyawan yanayi a gare ku!

Nazarin kujera #73. Zamanin iPhone, Nokia ko Motorola?

Ina tafiya cikin wurin shakatawa a Peterhof, na ci karo da wani ra'ayi don fitowar Sofa Analytics na gaba. Kusa da wani ƙaramin rafi a bakin tekun, ana ɗaukar hotunan mutane akai-akai, wurin ya cika da ciyayi, bishiyar birch ɗin da ke bayanta. Wata yarinya ta zauna a kan dutse, kuma ba da son rai ba na fashe: "Alyonushka!". Wani hoto mai ban mamaki ya fito da kansa kuma ya bayyana abin da na gani a fili - dutse, rafi, yarinya. Babu wata uwa a cikin tatsuniyar da ta dauki hoton yaron, amma hoton kanta da ƙungiyar sun tashi ta atomatik kuma ban da sha'awata. Dawowa bakin rafin, na sake wucewa ta wannan rafi, na ji dai-daita maganar wasu mutane, wata yarinya ta dauki hoton selfie a wannan wuri, sai wani da ke wucewa ya kira ta Alyonushka.Dukanmu mun haɗu da gaskiyar cewa muna da sararin al'adu guda ɗaya, kuma hoton Alyonushka yana aiki a matsayin archetype, an buga shi a cikin fahimtarmu. Ba za mu iya tunawa da hoton Vasnetsov ba, ba mu san cewa ya zana shi ba, ba shi da wani ilimin game da wannan batu, amma archetype kanta yana da tabbaci a cikin fahimtarmu, mun san cewa yarinyar da ke zaune a bakin rafi shine Alyonushka. wanda ke jiran ɗan'uwansa Ivanushka.

Armchair Analytics #73

Akwai adadi mai yawa na irin waɗannan archetypes a cikin zukatanmu, wasu suna da yanayi (ina kake kai mu, Susaning-hero?) Kuma ba su da wani nuni na hoto, kawai na ilimin tauhidi, wasu kuma suna da alaƙa kai tsaye ga yanayin biyu. da kuma matsayin jarumai. Alal misali, za ka iya tuna da hoton "Again a deuce", wanda aka kunshe a cikin daya daga cikin makaranta litattafan, ko dai Rasha harshen ko wallafe-wallafe, da kuma dalibai kullum tuntube a kan shi a lokacin aji. Wannan hoton an buga mana sosai ta yadda idan yaro marar rai ya dawo gida daga makaranta, mukan yi amfani da jumla iri ɗaya, amma tare da yin tambayoyi. Yana da ban sha'awa cewa da farko Reshetnikov ya zana hotuna game da yara makaranta masu farin ciki, aikin farko na zagayowar Tecno T528 a Kenya "Ya iso hutu" kamar haka, wani ɗan farin ciki ya miƙe a gaban kakansa yana ba da rahoton isowarsa. Amma ba mu san wannan hoton ba, ba a cikin tunaninmu, tun da ba a cikin manhajar makaranta ba, ba ya cikin duniyar yau da kullum ta ƴan makaranta.

Ba wani mai rai da zai iya cewa ya kubuta daga rukunan tarihi kuma ba a cikin zuciyarsa. Ko mun so ko ba mu so, ana samun su a tsawon rayuwa, wasu sun tabbata, wasu kuma na ɗan lokaci. Yin amfani da misalin zanen "Again a deuce", wanda zai iya fahimtar cewa archetypes sun tashi lokacin da wani abu mai mahimmanci ya shafi, kuma makaranta kamar haka ga yawancin mu, da kuma motsin rai maras kyau (iyaye za su tsauta). Haka nan yana bukatar bayyani mai girma, wato yawan maimaita abubuwan da aka yi a baya, ta yadda wani muhimmin bangare na al’umma ya tuna da shi, ta fara gudanar da rayuwarta, ta koma wani yanayi na zamantakewa.

Idan muka yi magana game da kasuwa, to, na'urorin da aka fi sani sun zama archetype, wani abu wanda ya keɓance duka nau'in. Offhand, za mu iya tuna Xerox, wanda ya halicci copier da aka hade kawai da shi, da iPod, wanda evokes bayyananne ƙungiyoyi da music, da kuma a Amurka kusan duk dijital 'yan wasan da ake kira iPod, wanda wani lokacin sauti m - "Na yi. iPod daga irin wannan kamfani kuma." Amma ba kasafai ake yin magana akan sifofin zane-zane na archetype ba, wanda shine bangarensa babu shakka, daya daga cikin bangarorin fahimtarsa.

Idan duk abin da yake kusan bayyananne tare da zanen Alyonushka da Vasnetsov, to yaya game da samfuran kasuwanci? Bari mu ɗauka cewa ba su kai matakin juyin halitta ba lokacin da kowa ke magana game da su, kuma hoton su ya zama ma'auni kuma yana haifar da ƙungiyoyi marasa ma'ana. Bari mu kalli abin da ya faru a baya, wanda al'ummomin yanzu suka manta da ɗan lokaci. Hoton ya nuna gilashin biyu, wane irin abin sha ne suke yi?

Armchair Analytics #73

Da dalili, ya ɗan zamba, ya gabatar da gilashin da ba su da siffar gargajiya, amma na tabbata yawancin sun dafa kafaɗunsu sun amsa, waɗannan gilashin champagne ne. Bari mu tambayi matsala mafi wuya, me ke cikin hoto na gaba?

Armchair Analytics #73

Gilashin Brandy! Kuma mu kara rikita junanmu, me ke cikin hoto na gaba?

Armchair Analytics #73

Wannan babban gilashin shampagne ne wanda ya samo asali. Kuma kawai sai aka sami dogayen tabarau masu tsayi, waɗanda cikin sauƙin gane su. Wannan kuma wani bangare ne na ka'idojin al'adunmu, wanda muka manta gaba daya a inda kuma, mafi mahimmanci, dalilin da yasa wadannan archetypes suka tashi. Muna gane hotunan daidai, muna danganta su da yanayi da samfurin, amma ba mu san asalinsu ba. Mu gyara wannan lahani.

A mafi yawancin lokuta, masu yin giya suna ƙirƙirar gilashin wani nau'i na nau'in giyar su da sauran kayan aikinsu bisa dalilai na tallace-tallace, kodayake a wancan lokacin babu irin wannan kalmar. Sun bayyana cewa an fi bayyana abin sha a cikin gilashin wani nau'i, don haka daidai ne a yi amfani da irin waɗannan tasoshin. Sabili da haka a yau muna sha Bordeaux daga gilashin Bordeaux, lokaci-lokaci don ja, idan babu "daidai". Zan yi sacrilege kuma in ce ka'idar al'ada da ta wanzu don giya da ruhohi wani bangare ne na tarbiyyarmu, mun fara amfani da shi a matsayin "daidai." Amma idan kun yi tunanin duniyar da ake shayar da wiski da ƙanƙara a cikinta ba daga faɗuwar gilashi masu kauri ba, amma daga sarewa na champagne, to babu wani dalili da za a yi tunanin cewa a irin wannan duniyar mutane ba sa ɗaukar zaɓin irin waɗannan kayan gilashin. kawai gyara daya kuma kada ku bayyana dalilin da ya sa haka kawai, kuma ba a bayyana ɗanɗanon abin shansu ta wata hanya dabam.

Tabbas, tallace-tallace, wanda ba zato ba tsammani ya zama wani muhimmin bangare na wayewa, yana da kyau, amma ba shi da amfani a aikace saboda gazawar rayuwarmu, kuma sau da yawa mutane suna canza ayyuka lokacin da sauran da yawa a gaba. sakamakon. Koyaya, archetypes sau da yawa suna fitowa azaman salo iri-iri, suna zama na yau da kullun a cikin shekarun da suka gabata har sai wani igiyar ruwa ta maye gurbinsu. Kamfanonin da samfuransu suka zama wani ɓangare na irin wannan kayan tarihi tabbas suna samun nasara, yayin da suke karɓar tallace-tallace kyauta kuma akai-akai, sun zama wani ɓangare na hoton.

Zaku iya la'akari da bullowar kayan tarihi na wucin gadi akan misalin wayoyin hannu. Da zarar na'urar farko a cikin aji ta bayyana akan kasuwa mai yawa, kuma wannan ita ce Motorola DynaTac, ana tallafawa ta hanyar talla daga kamfanin iyaye. Wannan samfuri ne mai mahimmanci, juyin juya hali, wanda babu shakka a ciki.

Armchair Analytics #73

Kuma nan take guguwar bugu a kafafen yada labarai suka fara fitowa, wayar salula na iya gane su cikin sauki saboda haka, sai ta koma wani abu. Kuna iya cire rubutun Motorola, amma mutane za su gaya muku ainihin abin da kuke da shi a hannunku. A cikin tallace-tallace na samfurori daban-daban, wayar hannu ta DynaTac ta bayyana, amma sunan kamfanin iyaye ba a amfani da shi a ko'ina, kasancewar wayar wani ɓangare na hoton, ya kamata ya jaddada matsayin samfurin da aka yi. A bayyane yake cewa ana yin duk wannan ba tare da sani da izinin Motorola ba.A cikin fim din Wall Street, jarumin yana da DynaTac iri ɗaya, kuma a cikin fim na biyu, lokacin da Gekko ya fita daga kurkuku, wannan lokacin ne darektan ya buga shi, wanda ake zaton ya koma wani relic, kamar wayarsa - mu ne. An nuna yadda, lokacin karbar kayanmu, ya nemi waya kuma an sanya babbar DynaTac akan tebur. A wannan lokacin, wannan wayar ta riga ta zama abin tunawa a cikin wayewar jama'a, kasuwa ta tashi sama da shekaru ashirin da ƙarni goma sha biyu kuma ta canza sosai. A bayyane yake cewa DynaTac shi ma ya bace daga tallan wani da sauri, ya haskaka a cikinta tsawon shekaru 5-10, bayan haka kuma ya maye gurbinsa da wasu jarumai.

Ku tuna da shekarun 90 a Rasha, a zahiri a kowane mataki akwai shagunan sayar da wayoyin hannu, suna da alamomi daban-daban, amma, a ka'ida, Nokia 3200, daga baya Nokia 3310, an nuna su a bango. kayayyaki ba tare da ambaton Nokia ba, amma silhouette ɗin ya kasance sananne kuma yana da sauƙin karantawa, wannan shine yadda aka haɓaka ƙarni na Nokia a Rasha, mutanen da suka kasance da aminci ga alamar har ma a wasu lokatai da aka daina samar da samfuran masu kyau. /p>

Armchair Analytics #73

Anan muna ma'amala da bayyani iri ɗaya, la'akari da shi tallan zamantakewa ne, lokacin da aka nuna muku samfur ba tare da alamun ganowa ba, kuma kuna gane shi ba da gangan ba. Kwakwalwar ku tana yin ƙungiya kuma tana yin wasan zato, a cikin ɗan ɓoyayyiyar hoto, tana gane ainihin abu. Me ake nufi? Don haka wannan abu ne mai sauqi qwarai, yayin da kuke ci karo da irin waɗannan hotuna masu ɓarna a cikin mujallu, a cikin alamu a kan tituna, akan yanar gizo, yawan nauyin wannan abu yana samun, kuma ba tare da nufin ku ba. A cikin kasuwar lantarki, ceto shine cewa tsararraki na na'urori da ƙirar su suna canzawa sau da yawa, don haka gyare-gyare na dogon lokaci yana da wuyar gaske. Amma har zuwa wani lokaci, Apple yayi ƙoƙari ya yi amfani da wannan dabarar, don haka ba sa canza zane sau da yawa, amma kokarin ci gaba da zagayowar shekaru biyu (akwai wasu dalilai, ba kawai wannan ba, a gaba ɗaya, duk abin ya yi aiki da kyau). kuma an haɗa shi cikin samfur guda ɗaya).

Nemi tallace-tallacen da ba su da alaƙa da Apple ta kowace hanya, suna nuna iPhone a cikin tsari ko kuma ba ta da kyau sosai.

Armchair Analytics #73 analytics couch #73

Kuma kafin iPhone, za ku iya tunawa da lokacin RAZR a tsakiyar shekarun 2000, ya sadu da tallace-tallace na asibitocin hakori (!), Hukumomin talla da makamantansu waɗanda ba su da alaƙa da wayoyi. Har ila yau, an ba da shi a matsayin alamar shaguna da ayyuka masu aiki da kayan lantarki.

Ko kuma a nan akwai wani misali na archetype mai saukin karantawa, akwai tambayar da ake yi a gidan rediyon da aka ba ka damar lashe wayoyin zamani na zamani na shida. Idan aka yi la’akari da cewa iPhone 6 ya bayyana a kasuwa a wannan lokacin, kamanceceniya suna da sauƙin karantawa.

Tsarin tarihi da abin da ya faru, har ma da yuwuwar yiwuwar faruwar haka, kai tsaye ya dogara da abubuwa da yawa:

  • Muhimmancin zamantakewar samfurin kuma, a sakamakon haka, shahara;
  • Kamfanonin masana'antu da hannayen jarin kasuwa;
  • bayyana (talla kai tsaye kuma, mahimmanci, kaikaice, lokacin da aka nuna ɓangaren samfurin, amma ba a kiransa).

Ana ɗaukar lokaci kafin wani nau'i na archetype ya fito, a cikin na'urorin lantarki kusan ba zai yiwu ba a halin yanzu, lokacin da ƙarni na na'urori ke canzawa kusan kowace shekara. Irin wannan bayyani ya ɓace a nan, amma a cikin motoci guda, inda canjin zamani da jiki ba ya faruwa da sauri, komai ya kasance akasin haka. Yawancin ya dogara da girma da mahimmancin kamfanin kera, tun da archetype na iya tasowa ne kawai idan abin da ya faru ya kasance mafi girma, wato, kasuwar kamfani da / ko shahararsa kafin samfurin ya bayyana ya isa sosai. Alal misali, Tesla, duk da dukan shahara da kuma m jarida ɗaukar hoto, har yanzu ba zai iya haifar da wani archetype na lantarki mota, tun da mafi yawan mutane ba su hade da irin wannan motoci da kamfanin, ba zai iya tunanin shaci Model S ko wasu model. Mai yiyuwa ne a nan gaba lamarin ya zama akasin haka, amma a halin yanzu abin ya kasance.

Ga wani misali kuma, dubi kwalaben Coca-Cola kamar yadda suka canza a tsawon lokaci. Masu zanen kaya sun yi ƙoƙari su ci gaba da ci gaba har ma da canza girman kwalabe da kayan da aka yi. Don me? Dalilin shi ne daidai, Coca-Cola ya dade ya zama archetype na soda, yana da sauƙin ganewa, kuma yawancin masana'antun suna ƙirƙirar nasu nau'in irin wannan ruwa tare da prefix Cola. Wannan shi ne cin zarafin wani da farin jinin wani da ya yi a cikin al'umma.

Armchair Analytics #73

Abin mamaki, akwai ƙananan kamfanoni a cikin duniya waɗanda da gangan suke ƙoƙari su ƙirƙira kayan tarihi don samfuran su, suna tsara wasan shekaru da yawa. Yawancinsu suna ba da kayan aikin su ga makarantu don yara su haɗa wasu na'urori da su, zabar su don gida. Akwai duka biyun gajere da kuma dogon lokaci. A cikin ƙirƙirar archetypes, ƙirar samfurori ko abubuwan da suka dace suna taka muhimmiyar rawa. Wannan wani bangare yana bayyana sadaukarwar kamfanoni ɗaya ba wai kawai ga tambarin su ba, har ma da mafita waɗanda suka bayyana daɗe. Ba su koma baya kwata-kwata, amma suna ƙoƙari su gina dabarunsu ta yadda za su ƙirƙiri nau'in kayan tarihi.

Idan muka yi la'akari da ƙoƙarin kamfanoni a matsayin wani tsari na ayyuka, wanda yake da nisa daga ko da yaushe lamarin, to, yana da kyau a tuna cewa samfurori da sunayen samfurori suna taka muhimmiyar rawa. Amma sun yi ƙasa sosai a cikin tsarin talla fiye da ƙirƙirar archetypes. Koyaya, zaku iya karanta game da sunayen samfuran da yadda kamfanoni ke ƙoƙarin sanya su abin tunawa a cikin ɗayan batutuwan Binciken Sofa.

Armchair analytics #68

Tunawa da nau'ikan kayan tarihi daban-daban yana da sauƙi, misali, yi ƙoƙarin duba agogon birni da wane nau'in sifofi da aka nuna akan tallace-tallacen titi da fastoci, na tabbata za ku ɗan yi mamakin rashin yawan iri iri. Kuma yadda irin waɗannan silhouettes suka shahara a cikin sabis na mota, da kuma masu kera na'urorin mota daban-daban.

analytics couch #73

Ina fata kuna son ɗan ɗan yawon buɗe ido a cikin rayuwar bayan fage na manyan kamfanoni waɗanda ke da ikon ƙirƙirar yanayin zamantakewa da son rai ko kuma ba da gangan ba, kuma ƙananan ƴan wasa suna taimaka musu a cikin wannan. Na tabbata cewa za ku tuna da yawa archetypes da kuma halayen ku zuwa gare su. Raba abubuwan lura a cikin sharhi. Kuma kyakkyawan yanayi a gare ku!

Nazarin kujera #73. Zamanin iPhone, Nokia ko Motorola?

Ina tafiya cikin wurin shakatawa a Peterhof, na ci karo da wani ra'ayi don fitowar Sofa Analytics na gaba. Kusa da wani ƙaramin rafi a bakin tekun, ana ɗaukar hotunan mutane akai-akai, wurin ya cika da ciyayi, bishiyar birch ɗin da ke bayanta. Wata yarinya ta zauna a kan dutse, kuma ba da son rai ba na fashe: "Alyonushka!". Wani hoto mai ban mamaki ya fito da kansa kuma ya bayyana abin da na gani a fili - dutse, rafi, yarinya. Babu wata uwa a cikin tatsuniyar da ta dauki hoton yaron, amma hoton kanta da ƙungiyar sun tashi ta atomatik kuma ban da sha'awata. Dawowa bakin rafin, na sake wucewa ta wannan rafi, na ji dai-daita maganar wasu mutane, wata yarinya ta dauki hoton selfie a wannan wuri, sai wani da ke wucewa ya kira ta Alyonushka.Dukanmu mun haɗu da gaskiyar cewa muna da sararin al'adu guda ɗaya, kuma hoton Alyonushka yana aiki a matsayin archetype, an buga shi a cikin fahimtarmu. Ba za mu iya tunawa da hoton Vasnetsov ba, ba mu san cewa ya zana shi ba, ba shi da wani ilimin game da wannan batu, amma archetype kanta yana da tabbaci a cikin fahimtarmu, mun san cewa yarinyar da ke zaune a bakin rafi shine Alyonushka. wanda ke jiran ɗan'uwansa Ivanushka.

Armchair Analytics #73

Akwai adadi mai yawa na irin waɗannan archetypes a cikin zukatanmu, wasu suna da yanayi (ina kake kai mu, Susaning-hero?) Kuma ba su da wani nuni na hoto, kawai na ilimin tauhidi, wasu kuma suna da alaƙa kai tsaye ga yanayin biyu. da kuma matsayin jarumai. Alal misali, za ka iya tuna da hoton "Again a deuce", wanda aka kunshe a cikin daya daga cikin makaranta litattafan, ko dai Rasha harshen ko wallafe-wallafe, da kuma dalibai kullum tuntube a kan shi a lokacin aji. Wannan hoton an buga mana sosai ta yadda idan yaro marar rai ya dawo gida daga makaranta, mukan yi amfani da jumla iri ɗaya, amma tare da yin tambayoyi. Yana da ban sha'awa cewa da farko Reshetnikov ya zana hotuna game da yara makaranta masu farin ciki, aikin farko na zagayowar Tecno T528 a Kenya "Ya iso hutu" kamar haka, wani ɗan farin ciki ya miƙe a gaban kakansa yana ba da rahoton isowarsa. Amma ba mu san wannan hoton ba, ba a cikin tunaninmu, tun da ba a cikin manhajar makaranta ba, ba ya cikin duniyar yau da kullum ta ƴan makaranta.

Ba wani mai rai da zai iya cewa ya kubuta daga rukunan tarihi kuma ba a cikin zuciyarsa. Ko mun so ko ba mu so, ana samun su a tsawon rayuwa, wasu sun tabbata, wasu kuma na ɗan lokaci. Yin amfani da misalin zanen "Again a deuce", wanda zai iya fahimtar cewa archetypes sun tashi lokacin da wani abu mai mahimmanci ya shafi, kuma makaranta kamar haka ga yawancin mu, da kuma motsin rai maras kyau (iyaye za su tsauta). Haka nan yana bukatar bayyani mai girma, wato yawan maimaita abubuwan da aka yi a baya, ta yadda wani muhimmin bangare na al’umma ya tuna da shi, ta fara gudanar da rayuwarta, ta koma wani yanayi na zamantakewa.

Idan muka yi magana game da kasuwa, to, na'urorin da aka fi sani sun zama archetype, wani abu wanda ya keɓance duka nau'in. Offhand, za mu iya tuna Xerox, wanda ya halicci copier da aka hade kawai da shi, da iPod, wanda evokes bayyananne ƙungiyoyi da music, da kuma a Amurka kusan duk dijital 'yan wasan da ake kira iPod, wanda wani lokacin sauti m - "Na yi. iPod daga irin wannan kamfani kuma." Amma ba kasafai ake yin magana akan sifofin zane-zane na archetype ba, wanda shine bangarensa babu shakka, daya daga cikin bangarorin fahimtarsa.

Idan duk abin da yake kusan bayyananne tare da zanen Alyonushka da Vasnetsov, to yaya game da samfuran kasuwanci? Bari mu ɗauka cewa ba su kai matakin juyin halitta ba lokacin da kowa ya yi magana game da su kawai, kuma hoton su ya zama ma'auni kuma yana haifar da ƙungiyoyi marasa ma'ana. Bari mu kalli abin da ya faru a baya, wanda al'ummomin yanzu suka manta da ɗan lokaci. Hoton ya nuna gilashin biyu, wane irin abin sha ne suke yi?

Armchair Analytics #73

Da dalili, ya ɗan zamba, ya gabatar da gilashin da ba su da siffar gargajiya, amma na tabbata yawancin sun dafa kafaɗunsu sun amsa, waɗannan gilashin champagne ne. Bari mu tambayi matsala mafi wuya, me ke cikin hoto na gaba?

Armchair Analytics #73

Gilashin Brandy! Kuma mu kara rikita junanmu, me ke cikin hoto na gaba?

Armchair Analytics #73

Wannan babban gilashin shampagne ne wanda ya samo asali. Kuma kawai sai aka sami dogayen tabarau masu tsayi, waɗanda cikin sauƙin gane su. Wannan kuma wani bangare ne na ka'idojin al'adunmu, wanda muka manta gaba daya a inda kuma, mafi mahimmanci, dalilin da yasa wadannan archetypes suka tashi. Muna gane hotunan daidai, muna danganta su da yanayi da samfurin, amma ba mu san asalinsu ba. Mu gyara wannan lahani.

A mafi yawancin lokuta, masu yin giya suna ƙirƙirar gilashin wani nau'i na nau'in giyar su da sauran kayan aikinsu bisa dalilai na tallace-tallace, kodayake a wancan lokacin babu irin wannan kalmar. Sun bayyana cewa an fi bayyana abin sha a cikin gilashin wani nau'i, don haka daidai ne a yi amfani da irin waɗannan tasoshin. Sabili da haka a yau muna sha Bordeaux daga gilashin Bordeaux, lokaci-lokaci don ja, idan babu "daidai". Zan yi sacrilege kuma in ce ka'idar al'ada da ta wanzu don giya da ruhohi wani bangare ne na tarbiyyarmu, mun fara amfani da shi a matsayin "daidai." Amma idan kun yi tunanin duniyar da ake shayar da wiski da ƙanƙara a cikinta ba daga faɗuwar gilashi masu kauri ba, amma daga sarewa na champagne, to babu wani dalili da za a yi tunanin cewa a irin wannan duniyar mutane ba sa ɗaukar zaɓin irin waɗannan kayan gilashin. kawai gyara daya kuma kada ku bayyana dalilin da ya sa haka kawai, kuma ba a bayyana ɗanɗanon abin shansu ta wata hanya dabam.

Tabbas, tallace-tallace, wanda ba zato ba tsammani ya zama wani muhimmin bangare na wayewa, yana da kyau, amma ba shi da amfani a aikace saboda gazawar rayuwarmu, kuma sau da yawa mutane suna canza ayyuka lokacin da sauran da yawa a gaba. sakamakon. Koyaya, archetypes galibi suna fitowa azaman salo iri-iri, suna zama na yau da kullun a cikin shekarun da suka gabata har sai wani igiyar ruwa ta mamaye. Kamfanonin da samfuransu suka zama wani ɓangare na irin wannan kayan tarihi tabbas suna samun nasara, yayin da suke karɓar tallace-tallace kyauta kuma akai-akai, sun zama wani ɓangare na hoton.

Zaku iya la'akari da bullowar kayan tarihi na wucin gadi akan misalin wayoyin hannu. Da zarar na'urar farko a cikin aji ta bayyana akan kasuwa mai yawa, kuma wannan ita ce Motorola DynaTac, ana tallafawa ta hanyar talla daga kamfanin iyaye. Wannan samfuri ne mai mahimmanci, juyin juya hali, wanda babu shakka a ciki.

Armchair analytics #73

Kuma nan take guguwar bugu a kafafen yada labarai suka fara fitowa, wayar salula na iya gane su cikin sauki saboda haka, sai ta koma wani abu. Kuna iya cire rubutun Motorola, amma mutane za su gaya muku ainihin abin da kuke da shi a hannunku. A cikin tallace-tallace na samfurori daban-daban, wayar hannu ta DynaTac ta bayyana, amma sunan kamfanin iyaye ba a amfani da shi a ko'ina, kasancewar wayar wani ɓangare na hoton, ya kamata ya jaddada matsayin samfurin da aka yi. A bayyane yake cewa ana yin duk wannan ba tare da sani da izinin Motorola ba.A cikin fim din Wall Street, jarumin yana da DynaTac iri ɗaya, kuma a cikin fim na biyu, lokacin da Gekko ya fita daga kurkuku, wannan lokacin ne darektan ya buga shi, wanda ake zaton ya koma wani relic, kamar wayarsa - mu ne. An nuna yadda, lokacin karbar kayanmu, ya nemi waya kuma an sanya babbar DynaTac akan tebur. A wannan lokacin, wannan wayar ta riga ta zama abin tunawa a cikin wayewar jama'a, kasuwa ta tashi sama da shekaru ashirin da ƙarni goma sha biyu kuma ta canza sosai. A bayyane yake cewa DynaTac shi ma ya bace daga tallan wani da sauri, ya haskaka a cikinta tsawon shekaru 5-10, bayan haka kuma ya maye gurbinsa da wasu jarumai.

Ku tuna da shekarun 90 a Rasha, a zahiri a kowane mataki akwai shagunan sayar da wayoyin hannu, suna da alamomi daban-daban, amma, a ka'ida, Nokia 3200, daga baya Nokia 3310, an nuna su a bango. kayayyaki ba tare da ambaton Nokia ba, amma silhouette ɗin ya kasance sananne kuma yana da sauƙin karantawa, wannan shine yadda aka haɓaka ƙarni na Nokia a Rasha, mutanen da suka kasance da aminci ga alamar har ma a wasu lokatai da aka daina samar da samfuran masu kyau. /p>

Armchair Analytics #73

Anan muna ma'amala da bayyani iri ɗaya, la'akari da shi tallan zamantakewa ne, lokacin da aka nuna muku samfur ba tare da alamun ganowa ba, kuma kuna gane shi ba da gangan ba. Kwakwalwar ku tana yin ƙungiya kuma tana yin wasan zato, a cikin ɗan ɓoyayyiyar hoto, tana gane ainihin abu. Me ake nufi? Don haka wannan abu ne mai sauqi qwarai, yayin da kuke ci karo da irin waɗannan hotuna masu ɓarna a cikin mujallu, a cikin alamu a kan tituna, akan yanar gizo, yawan nauyin wannan abu yana samun, kuma ba tare da nufin ku ba. A cikin kasuwar lantarki, ceto shine cewa tsararraki na na'urori da ƙirar su suna canzawa sau da yawa, don haka gyare-gyare na dogon lokaci yana da wuyar gaske. Amma har zuwa wani lokaci, Apple yayi ƙoƙari ya yi amfani da wannan dabarar, don haka ba sa canza zane sau da yawa, amma kokarin ci gaba da zagayowar shekaru biyu (akwai wasu dalilai, ba kawai wannan ba, a gaba ɗaya, duk abin ya yi aiki da kyau). kuma an haɗa shi cikin samfur guda ɗaya).

Nemi tallace-tallacen da ba su da alaƙa da Apple ta kowace hanya, suna nuna iPhone a cikin tsari ko kuma ba ta da kyau sosai.

Armchair Analytics #73 analytics couch #73

Kuma kafin iPhone, za ku iya tunawa da lokacin RAZR a tsakiyar shekarun 2000, ya sadu da tallace-tallace na asibitocin hakori (!), Hukumomin talla da makamantansu waɗanda ba su da alaƙa da wayoyi. Har ila yau, an ba da shi a matsayin alamar shaguna da ayyuka masu aiki da kayan lantarki.

Ko kuma a nan akwai wani misali na archetype mai saukin karantawa, akwai tambayar da ake yi a gidan rediyon da aka ba ka damar lashe wayoyin zamani na zamani na shida. Idan aka yi la’akari da cewa iPhone 6 ya bayyana a kasuwa a wannan lokacin, kamanceceniya suna da sauƙin karantawa.

Tsarin tarihi da abin da ya faru, har ma da yuwuwar yiwuwar faruwar haka, kai tsaye ya dogara da abubuwa da yawa:

  • Muhimmancin zamantakewar samfurin kuma, a sakamakon haka, shahara;
  • Kamfanonin masana'antu da hannayen jarin kasuwa;
  • bayyana (talla kai tsaye kuma, mahimmanci, kaikaice, lokacin da aka nuna ɓangaren samfurin, amma ba a kiransa).

Ana ɗaukar lokaci kafin wani nau'i na archetype ya fito, a cikin na'urorin lantarki kusan ba zai yiwu ba a halin yanzu, lokacin da ƙarni na na'urori ke canzawa kusan kowace shekara. Irin wannan bayyani ya ɓace a nan, amma a cikin motoci guda, inda canjin zamani da jiki ba ya faruwa da sauri, komai ya kasance akasin haka. Yawancin ya dogara da girma da mahimmancin kamfanin kera, tun da archetype na iya tasowa ne kawai idan abin da ya faru ya kasance mafi girma, wato, kasuwar kamfani da / ko shahararsa kafin samfurin ya bayyana ya isa sosai. Alal misali, Tesla, duk da dukan shahara da kuma m jarida ɗaukar hoto, har yanzu ba zai iya haifar da wani archetype na lantarki mota, tun da mafi yawan mutane ba su hade da irin wannan motoci da kamfanin, ba zai iya tunanin shaci Model S ko wasu model. Mai yiyuwa ne a nan gaba lamarin ya zama akasin haka, amma a halin yanzu abin ya kasance.

Ga wani misali kuma, dubi kwalaben Coca-Cola kamar yadda suka canza a tsawon lokaci. Masu zanen kaya sun yi ƙoƙari su ci gaba da ci gaba har ma da canza girman kwalabe da kayan da aka yi. Don me? Dalilin shi ne daidai, Coca-Cola ya dade ya zama archetype na soda, yana da sauƙin ganewa, kuma yawancin masana'antun suna ƙirƙirar nasu nau'in irin wannan ruwa tare da prefix Cola. Wannan shi ne cin zarafin wani da farin jinin wani da ya yi a cikin al'umma.

Armchair Analytics #73

Abin mamaki, akwai ƙananan kamfanoni a cikin duniya waɗanda da gangan suke ƙoƙari su ƙirƙira kayan tarihi don samfuran su, suna tsara wasan shekaru da yawa. Yawancinsu suna ba da kayan aikin su ga makarantu don yara su haɗa wasu na'urori da su, zabar su don gida. Akwai duka biyun gajere da kuma dogon lokaci. A cikin ƙirƙirar archetypes, ƙirar samfurori ko abubuwan da suka dace suna taka muhimmiyar rawa. Wannan wani bangare yana bayyana sadaukarwar kamfanoni ɗaya ba wai kawai ga tambarin su ba, har ma da mafita waɗanda suka bayyana daɗe. Ba su koma baya kwata-kwata, amma suna ƙoƙari su gina dabarunsu ta yadda za su ƙirƙiri nau'in kayan tarihi.

Idan muka yi la'akari da ƙoƙarin kamfanoni a matsayin wani tsari na ayyuka, wanda yake da nisa daga ko da yaushe lamarin, to, yana da kyau a tuna cewa samfurori da sunayen samfurori suna taka muhimmiyar rawa. Amma sun yi ƙasa sosai a cikin tsarin talla fiye da ƙirƙirar archetypes. Koyaya, zaku iya karanta game da sunayen samfuran da yadda kamfanoni ke ƙoƙarin sanya su abin tunawa a cikin ɗayan batutuwan Binciken Sofa.

Armchair analytics #68

Tunawa da nau'ikan kayan tarihi daban-daban yana da sauƙi, misali, yi ƙoƙarin duba agogon birni da wane nau'in sifofi da aka nuna akan tallace-tallacen titi da fastoci, na tabbata za ku ɗan yi mamakin rashin yawan iri iri. Kuma yadda irin waɗannan silhouettes suka shahara a cikin sabis na mota, da kuma masu kera na'urorin mota daban-daban.

analytics couch #73

Ina fata kuna son ɗan ɗan yawon buɗe ido a cikin rayuwar bayan fage na manyan kamfanoni waɗanda ke da ikon ƙirƙirar yanayin zamantakewa da son rai ko kuma ba da gangan ba, kuma ƙananan ƴan wasa suna taimaka musu a cikin wannan. Na tabbata cewa za ku tuna da yawa archetypes da kuma halayen ku zuwa gare su. Raba abubuwan lura a cikin sharhi. Kuma kyakkyawan yanayi a gare ku!

Nazarin kujera #73. Zamanin iPhone, Nokia ko Motorola?

Ina tafiya cikin wurin shakatawa a Peterhof, na ci karo da wani ra'ayi don fitowar Sofa Analytics na gaba. Kusa da wani ƙaramin rafi a bakin tekun, ana ɗaukar hotunan mutane akai-akai, wurin ya cika da ciyayi, bishiyar birch ɗin da ke bayanta. Wata yarinya ta zauna a kan dutse, kuma ba da son rai ba na fashe: "Alyonushka!". Wani hoto mai ban mamaki ya fito da kansa kuma ya bayyana abin da na gani a fili - dutse, rafi, yarinya. Babu wata uwa a cikin tatsuniyar da ta dauki hoton yaron, amma hoton kanta da ƙungiyar sun tashi ta atomatik kuma ban da sha'awata. Dawowa bakin rafin, na sake wucewa ta wannan rafi, na ji dai-daita maganar wasu mutane, wata yarinya ta dauki hoton selfie a wannan wuri, sai wani da ke wucewa ya kira ta Alyonushka.Dukanmu mun haɗu da gaskiyar cewa muna da sararin al'adu guda ɗaya, kuma hoton Alyonushka yana aiki a matsayin archetype, an buga shi a cikin fahimtarmu. Ba za mu iya tunawa da hoton Vasnetsov ba, ba mu san cewa ya zana shi ba, ba shi da wani ilimin game da wannan batu, amma archetype kanta yana da tabbaci a cikin fahimtarmu, mun san cewa yarinyar da ke zaune a bakin rafi shine Alyonushka. wanda ke jiran ɗan'uwansa Ivanushka.

Akwai adadi mai yawa na irin waɗannan archetypes a cikin zukatanmu, wasu suna da yanayi (ina kake kai mu, Susaning-hero?) Kuma ba su da wani nuni na hoto, kawai na ilimin tauhidi, wasu kuma suna da alaƙa kai tsaye ga yanayin biyu. da kuma matsayin jarumai. Alal misali, za ka iya tuna da hoton "Again a deuce", wanda aka kunshe a cikin daya daga cikin makaranta litattafan, ko dai Rasha harshen ko wallafe-wallafe, da kuma dalibai kullum tuntube a kan shi a lokacin aji. Wannan hoton an buga mana sosai ta yadda idan yaro marar rai ya dawo gida daga makaranta, mukan yi amfani da jumla iri ɗaya, amma tare da yin tambayoyi. Yana da ban sha'awa cewa da farko Reshetnikov ya zana hotuna game da 'yan makaranta masu farin ciki, aikin farko na Tecno T528 a cikin sake zagayowar Kenya "Ya iso don Hutu" shine kawai, wani ɗan farin ciki ya shimfiɗa a gaban kakansa, yana ba da rahoto game da isowarsa. Amma ba mu san wannan hoton ba, ba a cikin tunaninmu, tun da ba a cikin manhajar makaranta ba, ba ya cikin duniyar yau da kullum ta ƴan makaranta.

Akwai adadi mai yawa na irin waɗannan archetypes a cikin zukatanmu, wasu suna da yanayi (ina kuke kai mu, Susaning-hero?) Kuma ba su da wani nunin hoto, kawai na ma'ana, wasu kuma suna da alaƙa kai tsaye ga yanayin da matsayin. na haruffa. Alal misali, za ka iya tuna da hoton "Again a deuce", wanda aka kunshe a cikin daya daga cikin makaranta litattafan, ko dai Rasha harshen ko wallafe-wallafe, da kuma dalibai kullum tuntube a kan shi a lokacin aji. Wannan hoton an buga mana sosai ta yadda idan yaro marar rai ya dawo gida daga makaranta, mukan yi amfani da jumla iri ɗaya, amma tare da yin tambayoyi. Yana da ban sha'awa cewa da farko Reshetnikov ya zana hotuna game da yara masu farin ciki, aikin farko a cikin sake zagayowar. Tecno T528 a Kenya Tecno T528 a Kenya "Ya iso hutu" shine daidai, wani ɗan farin ciki ya miƙe a gaban kakansa yana ba da rahoton isowarsa. Amma ba mu san wannan hoton ba, ba a cikin hayyacinmu ba, tunda ba a cikin tsarin karatun makaranta ba, ba ya cikin duniyar yau da kullun ta yara.

Ba wani mai rai da zai iya cewa ya kubuta daga rukunan tarihi kuma ba a cikin zuciyarsa. Ko mun so ko ba mu so, ana samun su a tsawon rayuwa, wasu sun tabbata, wasu kuma na ɗan lokaci. Yin amfani da misalin zanen "Again a deuce", wanda zai iya fahimtar cewa archetypes sun tashi lokacin da wani abu mai mahimmanci ya shafi, kuma makaranta kamar haka ga yawancin mu, da kuma motsin rai maras kyau (iyaye za su tsauta). Haka nan yana bukatar bayyani mai girma, wato yawan maimaita abubuwan da aka yi a baya, ta yadda wani muhimmin bangare na al’umma ya tuna da shi, ta fara gudanar da rayuwarta, ta koma wani yanayi na zamantakewa.

Idan muka yi magana game da kasuwa, to, na'urorin da aka fi sani sun zama archetype, wani abu wanda ya keɓance duka nau'in. Offhand, za mu iya tuna Xerox, wanda ya halicci copier da aka hade kawai da shi, da iPod, wanda evokes bayyananne ƙungiyoyi da music, da kuma a Amurka kusan duk dijital 'yan wasan da ake kira iPod, wanda wani lokacin sauti m - "Na yi. iPod daga irin wannan kamfani kuma." Amma ba kasafai ake yin magana akan sifofin zane-zane na archetype ba, wanda shine bangarensa babu shakka, daya daga cikin bangarorin fahimtarsa.

Idan duk abin da yake kusan bayyananne tare da zanen Alyonushka da Vasnetsov, to yaya game da samfuran kasuwanci? Bari mu ɗauka cewa ba su kai matakin juyin halitta ba lokacin da kowa ke magana game da su, kuma hoton su ya zama ma'auni kuma yana haifar da ƙungiyoyi marasa ma'ana. Bari mu kalli abin da ya faru a baya, wanda al'ummomin yanzu suka manta da ɗan lokaci. Hoton ya nuna gilashin biyu, wane irin abin sha ne suke yi?

Da dalili, ya ɗan zamba, ya gabatar da gilashin da ba su da siffar gargajiya, amma na tabbata yawancin sun dafa kafaɗunsu sun amsa, waɗannan gilashin champagne ne. Bari mu tambayi matsala mafi wuya, me ke cikin hoto na gaba?

Gilashin Brandy! Kuma mu kara rikita junanmu, me ke cikin hoto na gaba?

Wannan babban gilashin shampagne ne wanda ya samo asali. Kuma kawai sai aka sami dogayen tabarau masu tsayi, waɗanda cikin sauƙin gane su. Wannan kuma wani bangare ne na ka'idojin al'adunmu, wanda muka manta gaba daya a inda kuma, mafi mahimmanci, dalilin da yasa wadannan archetypes suka tashi. Muna gane hotunan daidai, muna danganta su da yanayi da samfurin, amma ba mu san asalinsu ba. Mu gyara wannan lahani.

A mafi yawancin lokuta, masu yin giya suna ƙirƙirar gilashin wani nau'i na nau'in giyar su da sauran kayan aikinsu bisa dalilai na tallace-tallace, kodayake a wancan lokacin babu irin wannan kalmar. Sun bayyana cewa an fi bayyana abin sha a cikin gilashin wani nau'i, don haka daidai ne a yi amfani da irin waɗannan tasoshin. Sabili da haka a yau muna sha Bordeaux daga gilashin Bordeaux, lokaci-lokaci don ja, idan babu "daidai". Zan yi sacrilege kuma in ce ka'idar al'ada da ta wanzu don giya da ruhohi wani bangare ne na tarbiyyarmu, mun fara amfani da shi a matsayin "daidai." Amma idan kun yi tunanin duniyar da ake shayar da wiski da ƙanƙara a cikinta ba daga faɗuwar gilashi masu kauri ba, amma daga sarewa na champagne, to babu wani dalili da za a yi tunanin cewa a irin wannan duniyar mutane ba sa ɗaukar zaɓin irin waɗannan kayan gilashin. kawai gyara daya kuma kada ku bayyana dalilin da ya sa haka kawai, kuma ba a bayyana ɗanɗanon abin shansu ta wata hanya dabam.

Tabbas, tallace-tallace, wanda ba zato ba tsammani ya zama wani muhimmin bangare na wayewa, yana da kyau, amma ba shi da amfani a aikace saboda gazawar rayuwarmu, kuma sau da yawa mutane suna canza ayyuka lokacin da sauran da yawa a gaba. sakamakon. Koyaya, archetypes galibi suna fitowa azaman salo iri-iri, suna zama na yau da kullun a cikin shekarun da suka gabata har sai wani igiyar ruwa ta mamaye. Kamfanonin da samfuransu suka zama wani ɓangare na irin wannan kayan tarihi tabbas suna samun nasara, yayin da suke karɓar tallace-tallace kyauta kuma akai-akai, sun zama wani ɓangare na hoton.

Zaku iya la'akari da bullowar kayan tarihi na wucin gadi akan misalin wayoyin hannu. Da zarar na'urar farko a cikin aji ta bayyana akan kasuwa mai yawa, kuma wannan ita ce Motorola DynaTac, ana tallafawa ta hanyar talla daga kamfanin iyaye. Wannan samfuri ne mai mahimmanci, juyin juya hali, wanda babu shakka a ciki.

Kuma nan take guguwar bugu a kafafen yada labarai suka fara fitowa, wayar salula na iya gane su cikin sauki saboda haka, sai ta koma wani abu. Kuna iya cire rubutun Motorola, amma mutane za su gaya muku ainihin abin da kuke da shi a hannunku. A cikin tallace-tallace na samfurori daban-daban, wayar hannu ta DynaTac ta bayyana, amma sunan kamfanin iyaye ba a amfani da shi a ko'ina, kasancewar wayar wani ɓangare na hoton, ya kamata ya jaddada matsayin samfurin da aka yi. A bayyane yake cewa ana yin duk wannan ba tare da sani da izinin Motorola ba. A cikin fim din Wall Street, jarumin yana da DynaTac iri ɗaya, kuma a cikin fim na biyu, lokacin da Gekko ya fita daga kurkuku, wannan lokacin ne darektan ya buga shi, wanda ake zaton ya koma wani relic, kamar wayarsa - mu ne. An nuna yadda, lokacin karbar kayanmu, ya nemi waya kuma an sanya babbar DynaTac akan tebur. A wannan lokacin, wannan wayar ta riga ta zama abin tunawa a cikin wayewar jama'a, kasuwa ta tashi sama da shekaru ashirin da ƙarni goma sha biyu kuma ta canza sosai. A bayyane yake cewa DynaTac ya bace daga tallan wani da sauri, ya haskaka a cikinta tsawon shekaru 5-10, bayan haka kuma aka maye gurbinsa da wasu jarumai.

Ku tuna da shekarun 90 a Rasha, a zahiri a kowane mataki akwai shagunan sayar da wayoyin hannu, suna da alamomi daban-daban, amma, a ka'ida, Nokia 3200, daga baya Nokia 3310, an nuna su a bango. kayayyaki ba tare da ambaton Nokia ba, amma silhouette ɗin ya kasance sananne kuma yana da sauƙin karantawa, wannan shine yadda aka haɓaka ƙarni na Nokia a Rasha, mutanen da suka kasance da aminci ga alamar har ma a wasu lokatai da aka daina samar da samfuran masu kyau. /p> Anan muna ma'amala da bayyani iri ɗaya, la'akari da shi tallan zamantakewa ne, lokacin da aka nuna muku samfur ba tare da alamun ganowa ba, kuma kuna gane shi ba da gangan ba. Kwakwalwar ku tana yin ƙungiya kuma tana yin wasan zato, a cikin ɗan ɓoyayyiyar hoto, tana gane ainihin abu. Me ake nufi? Don haka wannan abu ne mai sauqi qwarai, yayin da kuke ci karo da irin waɗannan hotuna masu ɓarna a cikin mujallu, a cikin alamu a kan tituna, akan yanar gizo, yawan nauyin wannan abu yana samun, kuma ba tare da nufin ku ba. A cikin kasuwar lantarki, ceto shine cewa tsararraki na na'urori da ƙirar su suna canzawa sau da yawa, don haka gyare-gyare na dogon lokaci yana da wuyar gaske. Amma har zuwa wani lokaci, Apple yayi ƙoƙari ya yi amfani da wannan dabarar, don haka ba sa canza zane sau da yawa, amma kokarin ci gaba da zagayowar shekaru biyu (akwai wasu dalilai, ba kawai wannan ba, a gaba ɗaya, duk abin ya yi aiki da kyau). kuma an haɗa shi cikin samfur guda ɗaya).

Nemi tallace-tallacen da ba su da alaƙa da Apple ta kowace hanya, suna nuna iPhone a cikin tsari ko kuma ba ta da kyau sosai.

Kuma kafin iPhone, za ku iya tunawa da lokacin RAZR a tsakiyar shekarun 2000, ya sadu da tallace-tallace na asibitocin hakori (!), Hukumomin talla da makamantansu waɗanda ba su da alaƙa da wayoyi. Har ila yau, an ba da ita a matsayin alamar shaguna da sabis na aiki tare da kayan lantarki.

Ko kuma a nan akwai wani misali na archetype mai saukin karantawa, akwai tambayar da ake yi a gidan rediyon da aka ba ka damar lashe wayoyin zamani na zamani na shida. Idan aka yi la’akari da cewa iPhone 6 ya bayyana a kasuwa a wannan lokacin, kamanceceniya suna da sauƙin karantawa.

Tsarin tarihi da abin da ya faru, har ma da yuwuwar yiwuwar faruwar haka, kai tsaye ya dogara da abubuwa da yawa:

  • Muhimmancin zamantakewar samfurin kuma, a sakamakon haka, shahara;
  • kamfanin kera da kasuwar kasuwa;
  • bayyana (talla kai tsaye kuma, mahimmanci, kaikaice, lokacin da aka nuna ɓangaren samfurin, amma ba a kiransa).

Ana ɗaukar lokaci kafin wani nau'i na archetype ya fito, a cikin na'urorin lantarki kusan ba zai yiwu ba a halin yanzu, lokacin da ƙarni na na'urori ke canzawa kusan kowace shekara. Irin wannan bayyani ya ɓace a nan, amma a cikin motoci guda, inda canjin zamani da jiki ba ya faruwa da sauri, komai ya kasance akasin haka. Yawancin ya dogara da girma da mahimmancin kamfanin kera, tun da archetype na iya tasowa ne kawai idan abin da ya faru ya kasance mafi girma, wato, kasuwar kamfani da / ko shahararsa kafin samfurin ya bayyana ya isa sosai. Alal misali, Tesla, duk da dukan shahara da kuma m jarida ɗaukar hoto, har yanzu ba zai iya haifar da wani archetype na lantarki mota, tun da mafi yawan mutane ba su hade da irin wannan motoci da kamfanin, ba zai iya tunanin shaci Model S ko wasu model. Mai yiyuwa ne a nan gaba lamarin ya zama akasin haka, amma a halin yanzu abin ya kasance.

Ga wani misali kuma, dubi kwalaben Coca-Cola kamar yadda suka canza a tsawon lokaci. Masu zanen kaya sun yi ƙoƙari su ci gaba da ci gaba har ma da canza girman kwalabe da kayan da aka yi. Don me? Dalilin shi ne daidai, Coca-Cola ya dade ya zama archetype na soda, yana da sauƙin ganewa, kuma yawancin masana'antun suna ƙirƙirar nasu nau'in irin wannan ruwa tare da prefix Cola. Wannan shi ne cin zarafin wani da farin jinin wani da ya yi a cikin al'umma.

Abin mamaki, akwai ƙananan kamfanoni a cikin duniya waɗanda da gangan suke ƙoƙari su ƙirƙira kayan tarihi don samfuran su, suna tsara wasan shekaru da yawa. Yawancinsu suna ba da kayan aikin su ga makarantu don yara su haɗa wasu na'urori da su, zabar su don gida. Akwai duka biyun gajere da kuma dogon lokaci. A cikin ƙirƙirar archetypes, ƙirar samfurori ko abubuwan da suka dace suna taka muhimmiyar rawa. Wannan wani bangare yana bayyana sadaukarwar kamfanoni ɗaya ba wai kawai ga tambarin su ba, har ma da mafita waɗanda suka bayyana daɗe. Ba su koma baya kwata-kwata, amma suna ƙoƙari su gina dabarunsu ta yadda za su ƙirƙiri nau'in kayan tarihi.

Idan muka yi la'akari da ƙoƙarin kamfanoni a matsayin wani tsari na ayyuka, wanda yake da nisa daga ko da yaushe lamarin, to, yana da kyau a tuna cewa samfurori da sunayen samfurori suna taka muhimmiyar rawa. Amma sun yi ƙasa sosai a cikin tsarin talla fiye da ƙirƙirar archetypes. Koyaya, zaku iya karanta game da sunayen samfuran da yadda kamfanoni ke ƙoƙarin sanya su abin tunawa a cikin ɗayan batutuwan Binciken Sofa.

Tunawa da nau'ikan kayan tarihi daban-daban yana da sauƙi, misali, yi ƙoƙarin duba agogon birni da wane nau'in sifofi da aka nuna akan tallace-tallacen titi da fastoci, na tabbata za ku ɗan yi mamakin rashin yawan iri iri. Kuma yadda irin waɗannan silhouettes suka shahara a cikin sabis na mota, da kuma masu kera na'urorin mota daban-daban.

Ina fata kuna son ɗan ɗan yawon buɗe ido a cikin rayuwar bayan fage na manyan kamfanoni waɗanda ke da ikon ƙirƙirar yanayin zamantakewa da son rai ko kuma ba da gangan ba, kuma ƙananan ƴan wasa suna taimaka musu a cikin wannan. Na tabbata cewa za ku tuna da yawa archetypes da kuma halayen ku zuwa gare su. Raba abubuwan lura a cikin sharhi. Kuma kyakkyawan yanayi a gare ku!