Editor’s note: Junping Yokai, the father of GB and the early backbone member of Nintendo, has made great contributions to Nintendo’s hegemony. This article accepts his product philosophy in Nintendo: for product development, you’d better choose a cheap technology and use it in a new way, rather than looking for the most cutting-edge future technology. By Adam ghahramani. However, one of the greatest innovators in the field of video games, Nintendo’s core idea of product research and development is to abandon the creation of new technologies and seek to give new life to old things. < / P > < p > the man in the picture above is Nintendo’s gunpei Yokoi, the founder of many of the company’s iconic inventions, such as Gameboy and d-pad. Although he has made a series of achievements in software, hardware and toys, Yokoi’s most lasting contribution may be his product concept, which is often translated as “lateral thinking with old technology”. The genius behind the concept of < / P > < p > is that for product development, you’d better choose a cheap technology and use it in a new way, rather than looking for the most cutting-edge technology of the future. Most of the product concepts are the result of iteration. For example, they are thinner, faster, or different colors than competitors. You can predict what will happen to the next generation of products. In contrast, horizontal products are bold and innovative. < / P > < p > take the iPod shuffle. While many analysts predicted Apple would release a low-end music player, no one thought they would cancel the screen and design the device to look like a pack of gum. Horizontal products don’t mind giving up the functions and paradigms of industry standards. < / P > < p > iterative products may be the most difficult to implement, but horizontal products are often the most difficult to conceive. To create a horizontal product, we should choose a starting point, a category or a technology. Because most of us work in specific markets and don’t know much about technology, let’s talk about categories first. < / P > < p > imagine you work for a beverage company, making a new soda. It’s easy to come up with the idea of developing a new flavor, upgrading an ingredient, or getting a brand license. However, these ideas are not horizontal, because you just replace one product function with another. And lateral thinking, you have to look at soda in a different way structurally. Here are two strategies you might use. < / P > < p > focusing on the fundamental purpose of your product gives you the ability to discard all the assumptions you’ve accumulated and allow you to take a new approach. < p > < p > in a rare interview, gunpei Yokoi was asked what he thought of the game at the time. His answer reflects what a good “soul dive” is: < / P > < p > “there are many kinds of game machines now, but most of them are not real” games “to me. The word “game” means something competitive, where you may win or lose. When I look at recent games, I find that the quality of games has been declining, and I’m seeing more and more games that want to bring you a short story or cinematic experience. ” < / P > < p > to continue with the assumption, in the case of the beverage industry, we might ask, “what is the real purpose of soda water?” One idea might be that soda is designed to get people hydrated quickly, so a horizontal move is to reduce carbonation and additives, which is the bottled water market. < / P > < p > combine your product category with a randomly selected idea. If it doesn’t, give up the idea and repeat the process until you find a crazy enough combination that works. < / P > < p > when I started doing stockpicker, I combined my ideas about the Internet with my ideas about new hedge funds. The best ideas always come from combining. Take Hollywood, for example, when they come up with an idea, they never say “I have this idea.” they always use a combined saying: “this film is James Bond and Titanic.”. A good example of this is vitamin water. A more creative drink might be a combination of soda and music so that the bottle can be used as an instrument when drunk. < / P > < p > one should bear in mind that cross-border matching is an interesting method, but it can also be too divergent. So, to avoid this, gunpei Yokoi often works under the constraints of what he calls “old technology.”. The challenge with this approach is that it’s hard to get the cutting edge to work well in the first place. Because there are too many risks and unknowns, it will eventually lead to compromise, insufficient budget and even complete cancellation. The competition is also fierce. Everyone is colliding with each other and trying to surpass the competitors. < / P > < p > therefore, although it is attractive to develop a new soda sweetener that can reduce 20% calories, there is also a hidden danger of what the military calls “known unknown”. During the development process, a shortage of supply may cause your costs to soar or have undesirable side effects on some people. Even if all goes well, you may still be asked by a large number of consumers to change back to the original formula. According to gunpei Yokoi, the return on cutting-edge technology is not necessarily proportional to the effort required. That’s why he’s trying to limit himself to old technology. What’s more, it should be noted that the “old” used by him does not refer to old or outdated technology. It is a poor translation of the original Japanese text, which is closer to “experiencing the vicissitudes of life” in spirit. < / P > < p > “old” technologies are rich, easy to understand, and cheap. For example, AA battery, aluminum can or python programming language. So for soda water, high fructose corn syrup is “old” and organic tequila syrup is cutting-edge technology. < / P > < p > the cost savings can keep people-friendly prices, and the resources saved can let you focus on product innovation. The time saved allows you to launch products quickly and frequently. Sufficient supply can make products sold all over the world. The constraints of “old” technology will promote your creativity, but it can also lead you to scale-up success. Unfortunately, gunpei Yokoi suffered the biggest product Waterloo of his career two years before his death. Despite Yokoi’s protest that his lab’s virtual reality game console is not ready to enter the market, Nintendo launched the virtual boy, which failed miserably and sold poorly. It has been speculated that this eventually led to his resignation. When oculus rift was acquired by Facebook for $2 billion and brought VR to the public, oculus rift was built on the concept of Yokoi, which is also a poetic rectification. < / P > < p > although you may think VR is cutting-edge technology, the two most important parts of oculus rift are a cheap smartphone screen and a pair of cheap lenses. These two “old” components make oculus rift cheap and allow the team to work on peripheral innovation, such as reducing latency and improving location tracking. If they use customized parts, they may get higher quality products, but at a high price. < / P > < p > most people tend to think that new products are driven by new technologies. Gunpei Yokoi, on the other hand, has a different idea. He looks at the existing technology and packages it into new products. The advantage of this approach is that it is not only about business success, but also fun. This process is more creative, and there are fewer technical headaches. The final result is easier to attract people’s attention and more likely to succeed in the market. gather and watch! Huawei P40 Pro evaluation: excellent mobile phone photography elegant design, do you like it?