How to create tech products customers love
INSPIRED introduces basic concepts of product management. It describes the role of a product manager, their relation to developers and designers and leads us through steps of discovery and delivery processes.
To enhance our discovery process, we can engage a group of reference customers to work with us.
They are our beta testers and subject matters experts. If we can make them really happy, then we probably can make the broad market happy.
Not only they are decent beta-testers, but after we launch the product, we’ll already have a group of users who can advocate for us and refer us.
Good reference customers are those who:
It’s important not to ask them to pay for the product or pay them for being part of the group - it builds a slightly different relationship. Treat them like colleagues - we need each other equally.
We need a team of missionaries - people on a mission to solve problems and make people’s lives better, not a group of mercenaries - people paid to deliver features.
A key aspect of building such a team is product evangelism. It’s “selling the dream” - helping people imagine the future and inspiring them to help create that future. To sell the dream, we should:
It’s sometimes hard to explain what ‘discovery’ really is. Marty gives it an interesting perspective - the ultimate goal of product discovery is to de-risk by getting a positive answer to the following questions:
While delivery is about creating the solution, discovery is about de-risking the solution.
There are four fundamental areas a good PM must be knowledgeable about
Testing value on interviews is tricky - people are generally trying to be nice. Look for proof of value:
Building product culture in a company is hard. Tactics to get started:
Questions for assessing opportunities: