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How to build amazing Products through
Customer Feedback
/Productschool @ProdSchool /ProductmanagementNY
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Eli Holder
- Product Leader, Designer and
Entrepreneur
- Founder of Notch.me and Unblab
www.productschool.com
How to build...

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Good Qs,
Good
P’s.31 Good Questions Product Managers
can ask to build Good Products.
by Eli Holder
eli.holder@nodd.co

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Related Product Q’s.
Who are we? What’s our mission? What’s our aligning metric? What are our organizational objectives fo...

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Related Product Q’s.
Who are we? What’s our mission? What’s our aligning metric? What are our organizational objectives for the quarter/year (OKRs)? Who are
the stakeholders? What are their goals? Why invest more in the product (e.g. instead of sales?) Who’s going to be building it? What are their
personal goals and interests? What are their strengths and weaknesses? How much of their time do we have (e.g. are they cross functional? do
they have other projects? are there churn risks?) What are the team’s strengths and weaknesses? What are people’s expected communication
styles? What’s the organization’s culture (e.g. Risk tolerance)? What’s the organization’s perceived brand? What are the expectations for a
product manager? What’s the (target) business model? What stage is the company at? What’s the prevailing role within the company? Who are
the other companies in the space? How is your company different? Tech advantages / debt? Design advantages / debt? Data advantages? What
are the religious issues that everyone’s tired of discussing? External requirements? Whats your support team like? How do you (think) you make
money? Who’s our audience? What do our users think about on the subway? Who are our primary (and secondary) users? What does a
typical day look like for them? What problems are they currently experiencing? (What are the 5 whys for the problems? What are they doing now
to solve them? What do they like about the current solution? What do they dislike about the current solution? What are they feeling?) What are
the most important dimensions to describe them? (e.g. demographics? behavior? company role? values? physical attributes? ) Who are the
extreme users? What do our users value? What are their goals? What are their obligations? What are their frustrations? What are their
stresses? What gets them excited? Who are the people in their lives? How do they typically interact with them? What’s the users value to us?
What language do they use to describe their experiences? What other products / tools are they using? What are they reading? Who are they
following? How do they find / buy related products? How do they fit into purchasing decisions? What can they spend? When do they spend?
What’s their organization’s culture like? How do they fit in? What’s their organization’s business model? How do competitors perceive them?
What does academia think about them? What problem are we solving? (value prop) What problems are incidental (non-goals)? For
whom do we solve this problem? (target market) How big is the opportunity? (market size) How will we measure success? (metrics)
What alternatives are out there now? (competitors) Why us? What’s our differentiator? Why now? (market window) Why might this a
bad idea? How will we market this? Other considerations for success? How should we solve this? What are all the different ways we
could possibly solve this? How are our competitors solving this? How have academics solved this? How have people solved similar problems in
different industries? Which solution is the best for us to pursue? Which solution is most interesting to the team? Which solution has the most
learning potential? Is it technically feasible? (What’s the relative complexity?) Is it consistent with the behavior / data we’ve collected so far?

Related Product Q’s.
Who are we? What’s our mission? What’s our aligning metric? What are our organizational objectives for the quarter/year (OKRs)? Who are
the stakeholders? What are their goals? Why invest more in the product (e.g. instead of sales?) Who’s going to be building it? What are their
personal goals and interests? What are their strengths and weaknesses? How much of their time do we have (e.g. are they cross functional? do
they have other projects? are there churn risks?) What are the team’s strengths and weaknesses? What are people’s expected communication
styles? What’s the organization’s culture (e.g. Risk tolerance)? What’s the organization’s perceived brand? What are the expectations for a
product manager? What’s the (target) business model? What stage is the company at? What’s the prevailing role within the company? Who are
the other companies in the space? How is your company different? Tech advantages / debt? Design advantages / debt? Data advantages? What
are the religious issues that everyone’s tired of discussing? External requirements? Whats your support team like? How do you (think) you make
money? Who’s our audience? What do our users think about on the subway? Who are our primary (and secondary) users? What does a
typical day look like for them? What problems are they currently experiencing? (What are the 5 whys for the problems? What are they doing now
to solve them? What do they like about the current solution? What do they dislike about the current solution? What are they feeling?) What are
the most important dimensions to describe them? (e.g. demographics? behavior? company role? values? physical attributes? ) Who are the
extreme users? What do our users value? What are their goals? What are their obligations? What are their frustrations? What are their
stresses? What gets them excited? Who are the people in their lives? How do they typically interact with them? What’s the users value to us?
What language do they use to describe their experiences? What other products / tools are they using? What are they reading? Who are they
following? How do they find / buy related products? How do they fit into purchasing decisions? What can they spend? When do they spend?
What’s their organization’s culture like? How do they fit in? What’s their organization’s business model? How do competitors perceive them?
What does academia think about them? What problem are we solving? (value prop) What problems are incidental (non-goals)? For
whom do we solve this problem? (target market) How big is the opportunity? (market size) How will we measure success? (metrics)
What alternatives are out there now? (competitors) Why us? What’s our differentiator? Why now? (market window) Why might this a
bad idea? How will we market this? Other considerations for success? How should we solve this? What are all the different ways we
could possibly solve this? How are our competitors solving this? How have academics solved this? How have people solved similar problems in
different industries? Which solution is the best for us to pursue? Which solution is most interesting to the team? Which solution has the most
learning potential? Is it technically feasible? (What’s the relative complexity?) Is it consistent with the behavior / data we’ve collected so far?

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