A quick guide on how to avoid building products no one wants.

1. I thought it was a good idea
the hazards of product management
Mike Sniezek

2. or how not to build something nobody wants

3. hypothesis
Mothers have trouble getting their
babies adequate fresh air and sunshine.
Particularly in urban areas.

4. hypothesis
have more than one and make it your job to try and
disprove them.
What a great idea!

5. investigate
Ask open ended questions to
find out if you are solving a real
problem and to investigate if
there are other problems.

6. Questions
Does your baby like fresh air? (not open ended)
Does your baby get enough fresh air? (not open ended)
Would you hang your baby out of the window in a steel cage?
(never asked because it sounds awful)
What are the biggest problems you have taking care of your baby?
Listen – Number one answer – constantly washing diapers

7. proof
Nothing wrong in going back to the drawing board – the
earlier the better

8. ask a lot of potential users

9. they want a solution to all those
diapers

10. market
Are they ready to pay for it and how many?
Will the user pay for it or someone else?
Who will object and why?

11. pass or fail
A problem
A solution
A user
A buyer
A cost benefit

12. features through testing

13. market ready

14. keep listening – problems change
Pros of reusable:
• Significantly cheaper
• Create less trash
• Children learn to use the
toilet about three months
sooner
Cons of reusable:
• More hands-on poop time
• Extra laundry
• Added costs for laundry
detergent, water, and
electricity or gas
Pros of disposable:
• Easier to travel with because
finding a washer dryer is not a
concern
• Refresh your supply at any
superstore, warehouse,
drugstore or grocer
Cons of disposable:
• More expensive
• Each child creates a half ton of
diaper garbage per year that goes
into a landfill
• Either way, that’s a lot of smelly
diapers.

15. Oh yeah that more sunshine problem
Do you run or walk?

16. www.mikesniezek.com