In the realm of product management, understanding the true essence of a product is crucial. A significant failure mode in product management arises when product managers get caught up in the interplay between feasibility and viability, often neglecting the dimension of desirability. This article explores why a product is never just a product and emphasizes the importance of solving the right problems and adopting innovative approaches.
Desirability: The Heart of Product Management
A common pitfall for product managers is focusing excessively on feasibility and viability, attempting to cram more features into a product and managing its economics. This approach often leads to failure. Instead, the focus should be on desirability—creating something compelling for the customer and constantly improving upon it. Good product managers understand this and prioritize desirability in their strategies.
Finding the Right Problem
The first step for any product manager should be to ensure they are solving the right problems. It's essential to know what's truly important to your customers, not just in terms of the product you currently have but in terms of the overall experience you aim to provide. For example, in the early days of portable digital music, Apple identified and solved the broader problems associated with loading and buying music, rather than just focusing on playing music on the go. This approach led to the massive success of the iPod and iTunes.
Innovation vs. Scale: The Cyclist’s Compass Example
Product development can be approached in two ways: scale-friendly and innovation-friendly. The traditional scale-friendly method involves extensive planning, budgeting, and optimization, which often results in low success rates. Conversely, the innovation-friendly approach emphasizes observation and iterative development. For instance, developing a talking bicycle compass would involve observing cyclists, understanding their needs, and creating a prototype. Iterative feedback ensures the final product resonates with users, providing a valuable solution.
A product is not merely a collection of features; it is a solution that delivers a complete experience. Understanding the entire customer journey—from beginning to end—is essential. This holistic approach ensures that the product integrates seamlessly into the customer’s life, addressing their needs comprehensively. We need to start by solving the right problem and iterating to the right solution.
Agile Development: Iterating to Success
To achieve true desirability, most innovative teams use agile methodologies. Agile allows for iterative development, enabling teams to refine the product based on continuous feedback and ensuring it meets customer needs effectively. This iterative process is crucial for hitting the mark on desirability, which ultimately drives product success.
Conclusion
A product is never just a product; it's a solution designed to deliver a compelling experience. By focusing on desirability, solving the right problems, and embracing innovative, agile methodologies, product managers can create solutions that not only meet but exceed customer expectations. Understanding and integrating the full customer journey ensures that products are not only viable and feasible but also highly desirable.
References
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