It's a marathon not a sprint, says Intercom's Greg Davis.
In Summary: Most product launches aren’t highly targeted. They generate record traffic days, but the bulk of that traffic comes from people who don’t end up buying.
It’s a common mistake to take your foot off the pedal when you get a product or feature into the hands of customers.
Instead, continual crafting of the perfect message, pricing and user experience should continue in small, thoughtful steps throughout the life of the product.
Start crafting experiences instead says Arjun Pisharody from MyPlanet.
In Summary: Product strategy is, for many, based on increasing features. Instead of focusing on building more functions, Arjun says, we should focus on building a better customer experience. Improving customer experience shifts the focus to the emotions and the desires of the end customer which are more enduring.
Providing customers with great experiences is how brands cut through the clutter and capture customer attention. By showing that our brand really cares and listens to its customers, you create positive space in a consumer’s mind.
Think problems not predictions, says ProdPad's Andrea Saez.
In Summary: As a product manager, you’re going to be wrong a lot. Yet product managers don’t change directions as often as they need to. This is mainly because, as Jeff Gothelf observed "Changing directions means admitting you were wrong. And most companies don’t reward being wrong.”
Planning for new features on a quarterly basis without anticipating change will cause your product to crumble. By focussing instead on the problems you plan to solve, and utilising a theme-based product roadmap in place of a date based one, you can adapt to change without sacrificing your commitments in the eyes of the team.
Part 3 in a great product series from Charles Du.
Charles' analysis of product insights from the CEOs of Silicon Valley Unicorns (Marissa Mayer, Brian Chessky so far) has been a consistently great read. In #3, he summarises Eric Schmidt's recollection of his time at the helm at Google.
Eric highlights the danger of scaling a product prematurely, the importance of building products that you love internally (no one at Google actually used Google Wave) and the long term benefits of being a high-margin vs a low margin business as the standout lessons learnt.
Pawel Grabowski from Smashing Copy on the mistakes that blow us up.
In Summary: Did you know AT&T launched a 'picturephone' in 1970 or that Google launched its own version of Second Life? Nope? That's because, even now, 30 to 45% of new products fail to deliver any meaningful financial return.
Pawel lists poor product / market fit, a failure to understand customer needs (or fixing a non-existing problem), and a lack of internal capabilities amongst other systemic reasons for failure.
Jim Semick from Product Plan on how to surprise and delight when presenting your Product Roadmap.
In Summary: How you say something is as important as what you say, and so it goes with gaining buy-in to your Product Roadmap.
Considering the specific interests of different stakeholders (from executives to engineers), talking in terms of value, backing up your decisions with evidence and using visual tools (instead of a spreadsheet) are ways you can secure engagement from stakeholders.