Create a minimal product
which satisﬁes the job
Build less to get product in customer’s hands sooner and you’ll learn more faster.
28. Go Where Customers Are!
Create Your Playbook
and requirements are just a
few ways to make the tasks
people do in your company
repeatable and scalable.
Write the process down so
it’s easier next time
Product processes aren’t repeatable unless they’re documented.
41. One way I have worked around my
engineering deﬁciencies has been to hire the
skills onto the marketing team. For example,
in my last long-term VP Marketing role I
hired a front-end designer/engineer to design
and code landing pages and a dedicated DBA
to build reports and run ad hoc queries.
SEAN ELLIS (VP OF MARKETING, LOGMEIN 2003-2007) HTTP://KISS.LY/SEANENG
Old School A/B Testing
44. First Generation A/B Testing
Required engineering eﬀort so it took days to
get experiments started.
Marketers were unable to run enough
People who ﬁgured out how to experiment
faster, got more growth.
48. Second Generation A/B Testing
experiments start in seconds.
Marketers can now run many types of
experiments on their own.
Fast growth is becoming more common.
49. Top 5 A/B Testing Platforms
The results of
59. When You’ve Already Got Usage, Analyze It.
What percentage of your
customers or users have
adopted each feature?
Intercom on Product Management
Seek out data before you
take any action.
Whether you have data already or not, ﬁnding it and analyzing it to determine your next steps is critical.
61. 1. Always Start With Customers
2. Continuously Improve
3. Think Deeply
4. Use Data
Five Product Habits
62. Small teams mean fewer distractions,
less risk of ge ing mired in pet rocks,
and a singular shared focus on the
customer problem at hand.
David Cancel, Dri t / HubSpot / Performable / Ghostery / Compete