While helpful at times, these distinctions fail to acknowledge that the quality of the internal tooling and even the technical infrastructure can profoundly impact your customers. The tools you build for your colleagues affect the customer experience and their relationship with your company and its products.

- Outputs are the things you build. - Outcome is what’s changed for customers, have they become more successful. - Impact is the effect outcomes has on the business like decrease in support costs, increase in conversions etc.

Outcome-focus 就是指公司在乎「成果」大於「成品」的文化，比起做了什麼功能、賺了多少錢，更關注產品改動如何影響終端用戶的行為（User outcome）。

More importantly, what I like about the simple model is that it is process agnostic.  There are many different discovery processes and techniques, just as there are many different delivery processes and techniques. The higher order points to me are: the activities of discovery and delivery are happening in parallel, ongoing  – they are not “phases” in discovery the team is tackling head-on the big risks – value, usability, feasibility and viability in discovery the product team is working collaboratively to solve problems – product management, product design and engineering the product team measures itself against business results and not just shipping features it is one product team responsible for both discovery and delivery (obviously product managers and designers spend most of their time on discovery activities while engineers spend most of their time on delivery activities).

By dropping or reducing or postponing the least importantparts, we can unblock ourselves and move forward even when timeis scarce.

نرم‌افزارهای نقشه‌ی راه مانند Aha! ،ProductPlan  و Roadmunk  ابزارهای بسیار حرفه‌ای در این زمینه هستند که امکان ساخت نقشه‌های محصول جذاب برای تیم‌های مختلف را فراهم می‌کنند. همچنین با استفاده از این ابزارها و نرم افزار ها می‌توان نقشه‌ی مسیر انفرادی برای هر یک از اعضای گروه تولید درست کرد و سپس برای رسیدن به یک چشم‌انداز و هدف کامل همه‌ی آن‌ها را با یکدیگر همسان سازی کرد. در آخر بعد از انتخاب بهترین ابزار می‌توان ساخت نقشه‌ی راه را آغاز کرد.

Skills: Imagination Logic Common sense Pattern recognition Basic probability & statistics knowledge

Attitude: Strategic pessimism Non-attachment to one's ideas Confidence in one's ability to influence others

Avoid These Costly Mistakes During Web Application DevelopmentDmitryCEOCustom SoftwareHomeBlogTechnologyAvoid These Costly Mistakes During Web Application DevelopmentPublishedJan 16, 2020UpdatedJan 16, 202015 min readAccording to the Startup Genome Report, over 90% of startups fail after launch. There can be different reasons like skipping the market research, hiring wrong specialists, too early scaling, and so on. However, one of the most important elements of startup success is the product you provide. Neglecting estimates, avoiding the MVP stage, designing unnecessary functionality, and saving time on testing may become fatal errors that can result in a complete failure. In this article, we will tell you about the most costly mistakes you should avoid during web app development to succeed after product launch.

First, set clear goals and prioritize among conflicting goals (for instance, price to maximize revenue but ensure a 10 percent profit increase).Second, pick one of the three types of pricing strategies: maximization, skimming, or penetration.Third, set price-setting principles that define the rules of your monetization models, price differentiation, price endings, price floors, and price increases.Finally, define your promotional and competitive reaction principles to avoid knee-jerk price reactions.

A pricing strategy is your short- and long-term monetization plan. The best companies document their pricing strategies and make it a living and breathing document.

What monetization model do we envision for our new product? Why is it the right one, and how did we choose it?Which models did we not pick, and why?What are the most important trends in our industry? How do they affect our choice of a monetization model? How do we plan to monetize our product if customer usage varies significantly? Which price structures have we considered and why?Do we have the right capabilities and infrastructure to execute the chosen monetization model and price structure?

To have a chance at converting free customers to paid customers, you need to test what benefits they will pay for and ensure a functional free experience. You also need to know exactly how many customers will actually be willing to pay. What’s more, you must avoid giving the farm away for free because it will leave your premium offering with very little value.

Customers pay when they use or benefit from the product. This can be exceptionally successful if you can align the metric directly to how customers perceive value. This can be effective if you are adept at predicting future trends. The alternative pricing model makes sense when your innovation creates significant value to end customers but you cannot capture a fair share of that value using traditional monetization models.

Auctions — competition based pricing for goods and services. Google AdWords, eBay, and other two-sided marketplaces use auctions. Market determines price. If you can control inventory for an in demand product, you should consider this model.

Dynamic pricing — airline industries, Uber offer dynamic pricing for peak demand times. Dynamic pricing boosts the monetization of fixed and constrained capacity. Complex model requiring extensive data analytics.

Subscription —recurring revenue increases customer lifetime revenue, revenue predictability, cross-sell and upselling opportunities. Works well in online and offline services where the product is used continually, in competitive industries, and where it can reduce barriers to entry through large upfront payments.

What are the product configuration/bundles we plan to offer? Why did we pick these offers? Do they align with our key segments? If not, why not?What are the leader, filler, and killer features for the new product or service our company is developing? How did we find out?Have we explored a good/better/best approach to product configuration and bundling? What do we expect sales to be for each product configuration? Is the share of the basic product configuration lower than 50 percent? If not, why not?Have we explored bundling our new product with existing products? What would be the benefits for us and the customers?Have we considered unbundling as an opportunity? What would be the benefits to customers and our business (if any)?

Align offers with segmentsDon’t go beyond nine benefits or four productsCreate win-win bundles for you and the customerDon’t give away too much in the entry-level product. Look at customer distribution by product and upsell percentage to qualify a problemHard bundles might not work and an a la carte bundle may be betterPer product pricing needs to be higher than bundled pricingMessaging and communicating the value of the bundle is a sales opportunity depending on what product or feature they are afterBundle an integrated experience and charge a premium instead of a discountDon’t bundle for the sake of bundlingLook for inverse correlations and exploit both by including the nice to have inverse.

Establishing which features are leaders (must-haves), fillers (nice-to-haves), and killers (features that are deal killers), andCreating good/better/best options.

Product configuration and bundling are your key building blocks for designing the right products for the right segments at the right price points. Product configuration is about putting the appropriate features and functionality — those customers need, value, and are willing to pay for — into the product; this process has to be done for each identified segment. Systematic product configuration prevents you from loading too many features into a product and producing a feature shock.

Does our product development team have serious pricing discussions with customers in the early stages of the new product’s development process? If not, why not?What data do we have to show there’s a viable market that can and will pay for our new product?Do we know our market’s WTP range for our product concept? Do we know what price range the market considers acceptable? What’s considered expensive? How did we find out?Do we know what features customers truly value and are willing to pay for, and which ones they don’t and won’t? And have we killed or added to the features as a consequence of this data? If not, why not?What are our product’s differentiating features versus competitors’ features? How much do customers value our features over the competition’s features?

Did we segment before we designed the product? If not, why not?What were the segments? How did we get to these? Which ones would we serve initially? Do they represent a sizable market?What criteria were they based on? How different are these segments in their WTP? Can we respond differently to each segment? If so, how?How did we describe the segments? What observable criteria do we have in these descriptions? Do our descriptions and observable criteria on each segment pass our sales team’s sniff test?How many segmentation schemes do we have in our company? Can we consolidate to one segmentation across product, marketing, and sales?Who in our company is responsible for segmentation? At what point in the innovation cycle does this person (or people) get involved?

Do Segmentation Right:Begin with WTP data — By clustering individuals according to their WTP, value, and needs data, you will discover your segments — groups of people whose needs, value, and willingness to pay differ.Use common sense — Practicality and common sense are as important as statistical indicators.Create fewer segments, not more — Serving each new segment adds significant complexity for sales, marketing, product and service development, and other functions. Smart companies start with a few segments — three to four — and then expand gradually until they reach the optimal number.Don’t try to serve every segment — The products and services you develop should match your company’s overall financial and commercial goals. A segment must deliver enough customers — and enough money — to make the investment worthwhile.Describe segments in detail in order to address them — Investigate whether each segment has observable criteria for customizing your sales and marketing messages to them.

The message here is clear: You need to create segments in order to design highly attractive products for each segment. And you must base your segmentation on customers’ needs, value, and WTP. This way, segmentation becomes a driver of product design and development, not an afterthought.

OKRs in Product Management

Using integrations with other tools in the product stack such as Jira and GitHub, progress on specific items can be viewed directly from the digital product roadmap, offering an accurate view of how well things are sticking to the schedule

Translating these concepts into attractive visual product roadmaps that connect with a diverse set of internal stakeholders,

Similarly, we use an opportunity algorithm to quantify which of the customer’s desired outcomes are unmet, and to what degree. A desired outcome statement is a uniquely defined need statement that describes how customers measure success when getting a job done. We assign a number to a desired outcome that indicates whether products or services used in a given market adequately or inadequately serve it.

Yet many teams struggle to achieve a unified way of evaluating what they’ve delivered. Only 1 in 10 have a process for assessing the success or failure of newly-launched products and features.

For the product teams lacking a systematic way of logging these feature requests, pain points, and other bits of user feedback, a lot of valuable information ends up slipping through the cracks.

This last characteristic may be the easiest to evaluate. Unless the position is very junior, I’ll usually hire product managers who’ve actually shipped a product. I mean from start to finish, concept to launch. Nothing is a better indication of someone’s ability to ship great products than having done it before. Past performance is an indication of future success

I always insist that at a minimum, representatives from engineering, design, and marketing meet a potential PM candidate.

I often joke that much of the time your job is to be the advocate for whoever isn’t currently in the room - the customer, engineering, sales, executives, marketing. That means you need to be capable of doing other people’s jobs, but smart enough to know not to. Great PMs know how to channel different points-of-view. They play devil’s advocate a lot. They tend to be unsatisfied with simple answers.

So what do I look for in a PM? Most importantly, raw intellectual horsepower. I’ll take a wickedly smart, inexperienced PM over one of average intellect and years of experience any day. Product management is fundamentally about thinking on your feet, staying one step ahead of your competitors, and being able to project yourself into the minds of your colleagues and your customers.

2. Develop specific superpowers — don’t just rely on being a smart generalist.

Whatever the future intentions of the PM, one thing remains for certain: this position is at the intersection from where founder strategy, user feedback, development team management, and market awareness come together. From what’s been said, it certainly appears that this is not a role that you “fall” into, but rather could aspire to be in.

What’s more, to be a good PM, individuals also need to understand that it’s all about the bigger picture. Great managers “win” games, meaning that it’s not about getting a product out the door, but by ensuring that over the long-term, the team helps solve a larger problem. Nash says it’s not about getting an “E for effort” and brush off things that don’t work.

The product manager isn’t the one that’s just sitting around overseeing the various teams and seeing whether it’s on track to meet the scheduled delivery or launch date. They are the ones who need to understand the market and that means knowing who the competitors are, what consumers want, and being able to help the marketing and sales teams better target them.

More tactically,helping your team often means being the person who writes and summarizes notes after a long meeting, or writing a spec to make sure you have captured the team’s consensus and plan in written form.

A lot of people describe a product manager as a CEO of the product or the “owner” of the spec, but I think that over-ascribes influence and authority to the product manager. The best teams operate in a way where the team collectively feels ownership over the spec and everyone has had input and been able to suggest and promote ideas. The best product managers coordinate the key decisions by getting input from all team members and are responsible to surface disagreements, occasionally break ties, and gather consensus (or at least ensure that everyone commits to a plan) when decisions get made.

Great product managers understand the very tricky balance between getting it right and getting it out the door.

While shipping matters, the best product managers help the team make sure it’s the right product. Building something that doesn’t exist yet is always fun, but never a slam dunk.

More importantly, once shipped, the best product managers can measure whether the product shipped is the right one. They should work closely with the team to make sure the right moments in the product are measurable, and that the hard questions about whether people are really using the product can be answered.

Great product managers listen to user feedback all the time — whether it’s from usability tests, meeting users in the field, reading support emails or tweets, or working with the people in your company who do all of those things on a daily basis.

Don’t overpromise

But your customers are not the exclusive source of product feedback. Some of the most valuable suggestions for improvement can also appear during initial sales calls with prospects, internal evaluation of new features in your organization, and during design research and quality assurance motions.

how organizations evolve to pursue a clear product strategy.

“Say you’re trying to test whether people like pizza. If you serve them burnt pizza, you’re not getting feedback on whether they like pizza. You only know that they don’t like burnt pizza. Similarly, when you’re only relying on the MVP, the fastest and cheapest functional prototype, you risk not actually testing your product, but rather a poor or flawed version of it.”

product manager as a technical, user-focused team leader working closely with engineers and designers to guide products

Now, in the long run great product management usually makes the difference between winning and losing, but you have to prove it. Product management also combines elements of lots of other specialties - engineering, design, marketing, sales, business development. Product management is a weird discipline full of oddballs and rejects that never quite fit in anywhere else. For my part, I loved the technical challenges of engineering but despised the coding. I liked solving problems, but I hated having other people tell me what to do. I wanted to be a part of the strategic decisions, I wanted to own the product. Marketing appealed to my creativity, but I knew I’d dislike being too far away from the technology. Engineers respected me, but knew my heart was elsewhere and generally thought I was too “marketing-ish.” People like me naturally gravitate to product management.

frame the purposes and value of education in purely economic terms

wring out every ounce of performance