We’ve all heard stories of amazing product successes: the brilliant college kid who started a business in his dorm room; the team who built a business from the back of a napkin with just a few friends and sold it for millions. Yet for every amazing success story, there are thousands of stories of products that went nowhere.
For most of us, we’re not looking at billion-dollar valuations; we’re not even looking for an exit. Instead we have a few ideas — some innovative, some not — and we’re trying to determine which to pursue. Likely, you’re working for a company today and you need a step-by-step approach to turn ideas, regardless of their source, into businesses.
In his new book, author Steve Johnson introduces a nimble idea-to-market process with strong emphasis on personal experience with customers. From business planning to product launch, this approach for managing products empowers your product team to work smarter and collaborate better with colleagues and customers.
ASPIRE to your Capabilities
So you’ve got an idea for a company or a product. Most often, the first step is to estimate the costs and revenues to see if you can deliver it profitably. But before you start running the financials, ask yourself, “Is this product a good fit for my organization?”
Expertise in Product Management
Product managers are overwhelmed with too many responsibilities that require too many areas of expertise. One part of the company expects domain expertise while another values market expertise. How do you organize your team for success?
Customer Interviews: A Field Guide
Every marketing person will tell you that customer interviews provide deep insights on the product, its promotion, your sales team effectiveness, and your company strategy. What they often fail to do is explain, exactly, how to conduct an interviewing program.