Mental Models for the web strategy: what do you think to make better decisions?

As "Web Strategist", have you ever felt this way ... like stuck in the same problem circuit? The well -planned website project "escalated" in time. Or the most painful is "Finished ... but not producing results" that customers expect

We sit and brainstorm day. Arguing about the latest colors, buttons or technology But finally returned to the same point is "uncertainty" and "wrong decision" that we realized when it's too late ... If you are nodding, this article is the "tool box" that will upgrade your "brain operating system".

Real problems in life: Why are "good web people" decide to miss?

It is a familiar image in the digital world. We all have encountered ... feelings are like solving complex numbers with traditional thinking. But expecting new answers The classic situation that the web strategy must encounter until headaches from:

• The whirlpool of the solution at the end of the cause: the website is slow downloading? Went to compress the conversion? Went to fix the button color Which we have never stopped asking "What is the root of the real problem?"
• Falling in love "Ideas" rather than "results": Customers or teams want the exceptional feature with animation, striking without anyone asking "Will this help the user achieve his goals better?" Or "How will it create long -term care?"
• Fear of watching "unknown": in a meeting room that is full of experts Many times, we choose to nod in instead of being the only one who raised his hand to ask the "stupid" question (which is actually the most important question) because of fear of losing credibility.
• Assessment of the complexity is too low: "Just adding a 2 language system should not be difficult." This simple sentence may hide the enormous costs and complexity behind the scenes. Both in terms of marketing techniques and maintenance

These problems are not because we are not good or not diligent, but because our "thinking" may not have a "structure" that is strong enough to deal with the complexity of the digital world.

-Prompt for illustrations-

A picture of a web strategy sitting in front of the White Board that is full of post -It, which is a vignette and a chaotic diagram. Conveys complexity and confusion in decision making

Why is that problem: an invisible idea trap

Human brain is designed to save energy. So it often chooses to use "Mental Shortcut" (which we call "bias" to make a decision faster Which in everyday life is also very useful But in the complex strategy These shortcuts often take us down to the abyss.

The main reason why we make a decision from:

• Linear Thinking: We tend to see that if the Action A will cause Result B, but in the world of the website, which is a complex system (Complex System). Action A may affect the C, D, E ... in a way that we can't expect at all.
• Adherence to things that have been accomplished (Confirmation Bias): We look for information that confirms our original beliefs. "This method used to work with the previous project. This project must work. "Without considering that the context may be completely changed.
• Supervised thinking (Surface-Level Analysis): We jumped into "How" (How) or "What to do" (What) immediately, without enough time to understand. deeply understands this part through the process like Is the heart of the correct start
• Social proof: "Everyone, they do." "The competitors have this feature. We must have some. "The decision based on what others do. Instead of based on our own goals and resources Is one of the most dangerous traps

The lack of "thought frame" or "Mental Models" is like a navigation in the ocean without compass and map. We may be rowing very fast. But may be pies in the wrong direction

-Prompt for illustrations-

Simple infographic images Showing a brain with many ways But there is a sign indicating the "shortcut" or "the easiest way" while the route looks more complicated but correct, being ignored

If left, how will it affect?: The cost is more expensive than just "money".

The wrong decision to make a web once It's not just a waste of money and then separated, but it creates a more terrifying "Domino Effect".

• Waste budget: This is the most obvious thing. Money paid with unused features Or a new design that does not help increase conversion. It is the cost that is sank into the sea and to find a reason to support the budget to overhaul the new website. Will be more difficult
• Waste of business and business opportunities: The time when the team has to lose with the endless solution. Is the time that should be used to develop new things To create growth Your competitors may release features that meet customers better than when you are busy with "fire extinguishing".
• Burnout: Nothing can destroy the team as much as having to dedicate your heart to the project that they know that it is "wrong way" or "meaningless". Fatigue and conflicts within the team will definitely follow.
• Relationship with customers collapse: delayed delivery Not as expected Or not creating business results will destroy "trust", which is the most important foundation of business relationships.
• The website becomes a "burden", not "property": instead of the website as a tool to make money and attract customers. It turned out to be a "Cost Center" that pumped endless money and energy in care.

Letting the "traditional way of thinking" continue to eat our work. Is like allowing water to leak from a small pipe Until finally it eroded all the structures until it collapsed

-Prompt for illustrations-

The graph of the bar is shown. "Expected budget" is a short bar and "actual budget" is a much higher rod. Along with a picture of a worker that looks tired and the clock that rotates quickly beside

Is there any way to fix: install "Mental Models" upgrade the brain operating system.

The solution is not working harder, but "think smarter" and the tools that can help us do that is "Mental Models" or "thought model".

What is Mental Models? Speaking in a house, it is "thought frame" or "lens" that we use to see the world and various problems. It is the principle that has been proven and filtered to help us understand the complexity. Better decision And see what others can't see As if the carpenter had a saw hammer and a strategist, it was necessary to have a Mental Models in the tool box as well.

And where will it start? You don't have to try to learn every model at once. Start with the 7 most powerful basic models first and then slowly practice using it one by one with the real problem you are encountering:

1. First-Principles Thinking: The separation of problems into the most basic components.
2. Second-Order Thinking: Thinking of the effects of the effects
3. INATERION: Back in the target
4. Pareto Principle (80/20 Rule): Finding powerful leverage
5. Circle of Compence: Knowing what we know and do not know anything.
6. Jobs-to-Be-Done (JTBD): Understanding "work" that customers want to accomplish
7. OCCAM's Razor: choosing the easiest explanation

The beginning of the practice of Mental Models is like starting the gym on the first day. May feel forced And unfamiliar But the more often you practice using it Your "brain muscles" will be even stronger. And the sharp decision will become your own nature The best source of information that you should study is the Farnam Street and James Clear , the Master in this regard.

-Prompt for illustrations-

Transparent human head image Inside, there are icons of various tools such as compass, glasses, gear lever, which means Mental Models, which is a tool for thinking.

Examples from the real thing that used to be achieved: when Mental Models flip the project that is about to fall.

Imagine: One agency has received a problem for the E-Commerce website for the growing clothing brand. Breeze customers come with Reference, many world -class websites. "I want this ... There is an animation like this ... and must connect to all the systems that we have." The team started to follow the brief immediately, but after 2 months, the project returned. And the team began to conflict with each other

The web strategist of this project decided to "press the stop button" and call everyone a new meeting, but this time he didn't start with the question: "How can we finish the X features?" But he uses Mental Models to help:

• Use First-Principles Thinking: He asked, "What is the most fundamental 'of this project? One: We want to increase sales online 30% within 6 months. Second: Our main target group is teenagers who use mobile phones in three main: we have a limited budget and time. "The return of the core makes everyone see the same image that the luxury reference that customers want. May not be an answer
• Using Inversion: He asks a new question: "Okay ... if we want this project to be ruined 'without doubt What do we have to do? "The answer is:" Make a website to load slowly on mobile phones. " When he saw a clear disaster The team immediately knew what to "avoid".
• Use Second-Order Thinking: When someone suggests "We should do 3D Product Viewer". He asked, "Okay, the first result (first order) is that the website will look very cool. And what is the second result (Second Order)? "The answer is" The file is very heavy. Causing the website to load the most slow Especially on mobile phones. "And" The cost of creating 3D models for all clothes will be enormous. "Just this, everyone sees that it is not worth it.

Results: The team decided to "leave" all unnecessary features. Then turn to the resources to the best "basic": make the website the fastest on mobile, design, check out procedures as easily as possible, and take the most beautiful and clear products Projects that almost collapsed Can be released in time and in the budget And most importantly ... within 3 months, sales online through 40% of the target. This is the power of stop "do" and come back to "think" correctly.

-Prompt for illustrations-

The picture of the Before & After work process is a messy whiteboard (from item 1). After is the newly organized whiteboard, only 3-4 main points that have been stated by the band. With an arrow pointing to the clear goal "Sales increase"

If wanting to follow, what to do: 7 Mental Models that the web strategy must have.

Ready to actually use the Mental Models? Let's get to know this 7 important models. With examples of application in the world of web

1. First-Principles Thinking: Separate the problem to see the essence.

What is it: not accepting the "hypothesis" or "practices that follow each other" but will break the wall of the problem until only "Basic truth" that cannot be separated again And then create a solution from that point
How to use with the web:

• Instead of asking: "Should we have a Chatbot on the website?"
  Ask: "What is the basic goal? Is 'answering the most common questions as soon as possible to reduce the burden' and what is the most direct and easiest way to do that? Maybe it's just a FAQ page that is designed well. "

2. Second-order Thinking: Think for "the impact of the effect"

What is it: Overlooking the first step (what everyone sees) to the results that will follow in the second and fourth stage. Most decisions tend to fail because we only look at the short -term effects.
How to use with the web:

• Decisions: "We will reduce the price of 50% web service to attract new customers."
  First Order: Get new customers rapidly.
  Second results (Second Order): The profit per project is reduced, the team must work harder to support more customers, customers may be a group that focuses on cheap and quality.
  Third Order (Third Order): The team runs out of fire, the quality of work, the reputation of the brand is damaged in the long run.

3. Invertion: Thinking back to find a disaster

What is it: instead of thinking about what to do Try to think back that "How to definitely fail" and try to avoid all those routes. It's easier than creating success. Rather than avoiding obvious failure
How to use with the web:

• Target:
  Release REDESIGN website successfully." 2. There is no definite scope of work (scope) 3. Do not do Discovery Phase 4. Choose the wrong technology ... Then just create a process to prevent these things from happen.

4. Pareto Principle (80/20 Rule): Find 20% that produces 80% results.

What is it: in many systems, most results (80%) are usually due to the cause or minority (20%). Our work is to find "20%important" and then dedicated to resources there.
How to use with the web:

• Analysis: Open Google Analytics and find answers, "20% of the webpage that creates 80% of Traffic or Conversion?" Or "20% of the 80% of 80% of the users regularly" and then focus on those improvements first.

5. Circle of Compence: I know myself "I don't know."

What is it: Everyone has their own knowledge and expertise as their "circle", the best decision is caused by the "interior" action and the awareness when going out "go out" a circle to ask for help from those who know the truth.
How to use with the web:

• Situation: The web strategy may be expert in UX and Conversion, but do not know deeply about server infrastructure. When deciding to choose between the platform like Shopify or WooCommerce, the comparison of only features may not be enough. But must admit that we are outside the Circle of Competence in the TOO (TOTAL COST OF OWNERSHIP) about Server and should consult a developer.

6. Jobs-to-Be-Done (JTBD): Customers do not buy "drill".

What is it: looking at customers that do not "buy" our products or services, but they "hire" it to do some "work" in his life, giving away, understanding the true "work" Will change the way we design and communicate everything
How to use with the web:

• Instead of thinking: "We have to make a website to sell online courses"
  to use JTBD. Think: "Customers' hires our website to do 'work', may be a 'job' named" Help me feel more stable in the career "or" help me to change the work. " This is Job to Be Done Framework.

7. Occam's Razor: The easiest answer Usually the most accurate

What is it: when there are many explanations that are possible for a problem Explanation that requires the least hypothesis (Or the most simple) is usually the correct explanation.
How to use with the web:

• Problems: "Why is the number of membership on the Landing Page page?"
  The complex explanation: "Maybe because our message has not yet conveyed the subconscious mind of the target audience. Or the color that we use does not stimulate the emotions according to the psychology of the color ... "
  OCCAM's Razor: " ... or maybe because of the button Our 'membership' is small and faded until people can't find it? "To always start checking and editing from the easiest assumption first.

-Prompt for illustrations-

The 7-channel infographic conclusion, each Mental Model, with icons that convey the meaning of that model, such as first-principles. (Separate blog), inversion (upside down arrow), 80/20 (round graph), JTBD (drill picture and hole on the wall)

Questions that people tend to wonder And the answers that are cleared

Question: Mental Models sounds very theory, so how can it be used in a busy actual work? Answer: Actually, it is a tool that "Can be practiced" the most. The trick is not to try to use it all at one. Choose only 1 model that matches the problem you are encountering, such as in the next project plan. Try to use "Invertion" to ask everyone in the team that "If this project will break What do we have to do? "This will change all the views immediately. It's not an increase in work. But it is a change in the "quality" of thinking. Is it necessary to remember the name and details of every model? The goal is not a memorizing for the exam, but it is "absorbed" its principles in the mind. Try choosing the model you like the most 2-3 and then put on the desk. When encountering problems Try picking it up as a "lens" in looking at the training problems so often that it becomes a part of your natural way of thinking. Question: In addition to reading Is there any way to train Mental Models to be better? Answer: The best way is "Write". Try to find a decision journal (Decision Journal). Whenever you have to make important decisions. Try writing out: What is the situation? 2. What is the Mental Models that should be involved? 3. When using that model, what do you see? 4. Decide what to do ... Writing will force your mind to slow down and have more structures. In addition, follow -up from teachers such as Farnam Street and James Clear regularly will help you see a more variety of and sharper usage samples.

-Prompt for illustrations-

Images of people are writing in the notebook With the question icon (?) Become a light bulb (!) Above the head Conveys changing doubts into clear understanding

Summary to be easy to understand + want to try to do

Being a great web strategy Not measured that you know how latest tools or technology, but measured at "the quality of decisions" under uncertainty and complexity.

Mental Models is not a magic medicine that can be solved in every problem, but it is a "operating system" that helps your brain to process better data. Helps you separate the "signal" from the "noise" and help you see the "leverage" that others overlook. Time investment to study and practice these ideas. Is the highest investment in your career career

Do not let this article be just the knowledge that has been read. I want to challenge you to try "do it" immediately:

Choose a problem with the web that you are having a headache and select 1 Mental Model from this article. Try using it as a "glasses". Looking at that problem. And see what you see, change?

The greatest change Starting from always improving our own thoughts It's time to change from just "web people" to become a "thinker and strategist" that creates true results.

If you find that your website or project is addicted to the same problems and want "partner" that uses these principles to lay the strategy and Revive your website back to create excellent results. Our team is ready to give advice.

-Prompt for illustrations-

Inspiration image Showing a picture of a person standing on the top of the hill Looking at the path that stretches out With the Mental Models icon (gear, compass) floating around like a aura of wisdom

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