Very few things unite us as global citizens. Unhappiness tops the list. We humans believe that the route to contentment, comfort, satiety, warmth, peace and happiness passes through right choices, decisions and experiences.
According to psychologists, Seeking new, making progress, getting recognized are self therapies we seek to overcome inabilities and discontentment.
Are you wondering “Why are we talking psychology ?”
A product is a mechanism to transfer visionary efficiencies to other people and help them overcome constraints impeding progress.
A product is a bundle of distinct experiences a customer would like to ideally have in a specific context as they go about with their lives.
A product is a tool to connect human beings and facilitate progress in their lives. It is an intermediary between the people who create it and the people who consume it.
A product represents different things to different groups of individuals.
Each of these stakeholders are looking to fulfill the objectives of their job
“Our job is to figure out what customers are going to want before they do.” – Steve Jobs.
World is filled with only 2 kinds of people. Proactives and Reactives.
Reactives are those who care because they need to. Proactives are those who care because they want to.
As a customer you are defined by the need. It’s ok to be reactive.
As a creator you are defined by the want. Be Proactive.
We build products to satiate the needs of our customer’s (decider and user).
We don’t build products to satisfy our stakeholders (investors, employees).
“We start with a customer need and work backwards” – said Jeff Bezos of Amazon.
Successful products are made by integrated teams with a sole mission to please particular types of people with same needs.
To fulfill their needs in exclusion of everything else. Ultra successful companies like Amazon call it as customer obsession,
Customer Obsession is the Science and Art of being proactive with your customer. Anticipating their needs and innovating on their behalf.
Customer obsession is about tireless listening to their verbal and non verbal feedback.
Customer obsession is about grasping their unpredictable behavior.
Customer obsession is about identifying outlier patterns within populations.
Customer obsession is about anticipating and eradicating friction in their process, tasks, activities.
There are many ways for an organization to flourish.
You can be very successful company by being product obsessed, competitor obsessed, technology obsessed, business model obsessed and market obsessed. Any of the above methods can help you achieve your business goals.
Customer Obsession empowers you to reach market leadership in a healthier way.
Customer Obsession Prepares you to adapt against constantly changing needs, wants and expectations.
Customer Obsession propagates the attitude, structure and processes to invent and pioneer on behalf of the customer.
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” – Steve Jobs,
All companies claim to be customer obsessed. Reality is different. Aspiration is good. Sustained customer centric action is the only way to a higher share of revenues.
A mindset that is attuned to always deliver deliver disproportionate value to the customer An attitude that goes beyond the obvious, anticipates expectations and sets customer delight as the pursuit.
A leadership that measures performance based on strengths of relationships as indicated by customer engagement, customer retention, customer advocacy and customer churn.
A culture of leveraging persistent user research and user feedback to gather insights and develop new ideas for the customer.
A knowledge base that accumulates the minutest of customer details into customer maps so as to grasp the full customer journey.
A process that is instituted to pursue sustained Listening, ruthless Experimentation, rigorous Invention and Continuous Validation.
A team that is comfortable with change, nimble in its structure and is organized to adapt to customer evolution.
An Operation that is capable of collecting full spectrum customer interaction data, armed with tools to analyze strategic and tactical perspectives and a decision making pipeline that prioritizes these insights across the organization.
Addressing real buyer pain points, is the only way to develop products customers love.
This is possible only when we can infuse customer voice at every step of the product development process.
In fact, companies like amazon go to the extent of having an empty chair reserved for customers in meetings as they seek to imbibe customer consciousness among product leaders.
A Product Manager holds forte as the voice of the customer. Unbiased advocate of the customer needs based on different types of User Research.
Leverages insights from Qualitative, Quantitative and Behavioral methods to grasp customer context. Combines inquiry with observation to unearth the underlying pain.
Getting to know your users is a never ending task. It is the only activity that lasts the whole cycle of discovery, definition, development and Delivery.
Structuring a mechanism to collect, organize and act on feedback. Ability to distinguish signal from noise is a key skill for Product Managers.
Product Managers rely on insights from design research studies like contextual inquiry, market research like surveys, customer feedback through support centers, customer engagement through web analytics and embedded software usage analytics from the product to inform product management decisions.
Uses these information to Identify and Validate the strategic priority of needs. Categorizes them tactically along unworkable, unavoidable, urgent and underserved buckets so as to figure out the desirability.
Funnel that knowledge to remove status quo and establish a new normal by building a new product or improving an existing product.
Product Manager are keen to get to detailed analysis of the decision making process.
They break down the customer monolith into its constituent parts. They are sensitive to the idea of Decision Making Unit of customers. They grasp various customer roles of Influencer, Decider, Buyers and Users to gain a better perspective.
Product managers ask a lot of questions wherein they seek to narrow down the common denominator of shared interest with customer DMU’s.
A Product Manager is a key role in a company. Some industry leaders also refer to themas the CEO of the product.
They are accountable for building the right product and delivering the product right. For both effectiveness and efficiency.
In the process they are also responsible for the vision, strategy, roadmap, and feature definition of the product or portfolio.
Depending on size of the company, stage of its growth, maturity of the product, business model and organizational structure the roles and responsibilities of PM vary dramatically
A Product Manager is the hub of a wheel that holds the internal organization together. A People Person. He is obsessed with assembling best teams, evangelizing their needs and empowering them with resources to excel in their spheres.
Every organization is structured differently. Functional, program oriented, and Skill driven teams are typical examples. Irrespective of how they are organized, each individual operates with personal and professional goals tied to their context.
Brimming with ideas, suggestions, requests and complaints, they seek to and need to have a say in how products are built.
A product manager gets to interact with legal, sales, marketing, industry analysts, business development, technology, CXO’s, data analysts, user researchers, user experience designers, security experts, customer success, customer support and finance on various disciplines that will impact the product launch.
A product manager compiles, consolidates and cross pollinates ideas from all disciplines of the organization.
As a master facilitator, product manager brings together ideas from various stakeholders and disciplines. possess the capability to
As a general manager of the product, he is expected to assemble the right team and empower them with frameworks, models, process, tools and techniques.
As a Problem Solver, you are expected to spend time thinking through the problem and then convert them into a problem hypothesis statement that resonates with the wider organization.
Irrespective of what you do on a day to day basis, The Heart Of Product Management Is Finding and Solving Problems
Day in the life of a Product Manager entails many things depending on the growth of organization.
You might be managing existing product or portfolio, You might be working to improve revenue via an optimal pricing strategy. You might be tasked to Provide realistic customer acquisition forecast. You might be working with design and business teams to create presentations & data sheets.
Some of the common day to day activities are
Digital Product Management Training and Leadership Tools
be a product rockstar.
We accelerate digital product success by enabling people, establishing process and facilitating product development
Product Excellence. Simplified