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Editor's Notes
- The product’s lasting inherent value, both real and perceived, comes in the subsequent building of layers. Product Managers don’t really select the Science upon which they will operate, but it’s good to remember that it is an ABSOLUTE bounding reality. Selecting a Technology upon which to build or exapnd a product line should be a provisional and iterative process. If the Product Manager and company cannot come up with a winning and sustaining Concept, from which to build a strong Architecture and Feature set, then engineering elegance applied to a Technology's building blocks still comes up an eventual loser. The Concept is that binding of a Technology to an application and field or use - for a long cycle of various changes - and includes both the generic form (e.g. digital image delivery) and elements of style or personality that add marketable value. The more basic the technology in question, the more has to be said about the Concept to support the upper layers of the FACTS pyramid. For much desktop computer software the generic part of the concept (what the software does) is increasingly commoditized, leaving stylistic and deep operating parts of the Concept, and the upper layers for differentiation and value-adding. The Architecture is both artistic and technical in nature, and critical to support - over multiple releases - increasing functionality, increasing quality, increasing performance, and sustained value and “feel” for the repeat, or subscribed, customer/licensee. It is the logical - and very generalized - arrangement of functions and elements that not only subserves the current implemented feature set, but also enables manageable, efficient growth. While generally considered within the prerogatives of the developers, Architecture should be carefully considered, with its own set of special *requirements*, by the Product Manager. Features do have a dramatic impact on current sales, but fixation on Features alone will put the Product Manager and Company in an unwinable game of leap frog.