The Four People Who Will Tell You How To Build a Successful Product

And the four people you shouldn’t be listening to

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A quick discussion of the evolution of the product-driven organization

Software as a Service, two-sided marketplaces, subscription pricing models, eService, direct-to-consumer, and the concept of Minimum Viable — all of these phenomena owe their existence to the evolution of startups from sales-driven to product-driven organizations over the last decade or so.

Customers

I’m not dropping any secrets here — always listen to your customers. So instead I’ll tell you how to do that and what can go wrong.

The Market and the Industry

Your product team takes a reactive role in responding to your customers’ needs. But to get to new happy customers, your product team must also take a proactive role in identifying market trends and industry advancements that your company can capitalize on.

The Technologists

Call it engineering, call it manufacturing, call it science or whatever it is that builds the product you’re selling. Your tech team should be chasing features and enhancements that no one has ever thought of — because those things are just now becoming possible.

The Money

This last one is also no secret — always build where the money is coming in, whether that’s what your board is telling you, what your investors are telling you, or what your biggest customers and customer prospects want.

I’m a multi-exit, multi-failure entrepreneur. Building Precision Fermentation & Teaching Startup. Former Spiffy & Automated Insights. More at joeprocopio.com

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