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HTTP://KISS.LY/WORKBACK We try to work
backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it. Ian McAllister, Amazon Working Backwards
TODO: Write a launch blog
post before you start any product development It’ll force you to start with the customer and find their problems.
Focusing on outcome, rather than
category, industry, or product type, lets you understand your real competitors. Intercom on Product Management HTTP://KISS.LY/PRODUCTBOOK Jobs to be Done
TODO: Create a minimal product
which satisfies the job Build less to get product in customer’s hands sooner and you’ll learn more faster.
Go Where Customers Are! HTTP://KISS.LY/PLAYBOOKS
Create Your Playbook Checklists, guidelines, screencasts, specifications and requirements are just a few ways to make the tasks people do in your company repeatable and scalable. Write It Down.
TODO: Write the process down
so it’s easier next time Product processes aren’t repeatable unless they’re documented.
Click. Click. Awesome. Many of
the best ideas come from deeply thinking about how to make things easier for other people. HTTP://KISS.LY/EASYTWEET
TODO: Figure out how to
reduce the number of steps Help people accomplish their goal with the least amount of steps. A ention spans are short. Every step counts.
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
First Generation A/B Testing Required
engineering effort so it took days to get experiments started. Marketers were unable to run enough experiments. People who figured out how to experiment faster, got more growth.
Second Generation A/B Testing A
single line of JavaScript installed once and experiments start in seconds. Marketers can now run many types of experiments on their own. Fast growth is becoming more common.
Top 5 A/B Testing Platforms
Adobe 3% SiteSpect 4% Google 8% VWO 8% Optimizely 77% The results of deep thinking!
TODO: Take the time to
do thorough research up front It’s faster to research than to write code. Upfront depth prevents you from building the wrong things.
When You’ve Already Got Usage,
Analyze It. What percentage of your customers or users have adopted each feature? Intercom on Product Management HTTP://KISS.LY/PRODUCTBOOK
TODO: 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.
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
TODO: Are you are working
on the right thing, right now? If you can’t answer this question, you should stop and reassess everything you are doing.
SIMPLE RULE OF BUSINESS GROWTH
Easy to understand. Difficult to execute. Focus +Sequence = Speed How fast you growWhat you choose to do The order in which you do those things