Dear Product Team

September 16, 2009

I know you worked hard on it. You scoped it, you managed it, you built it, you released it. You’re rightfully proud of it.

But the fact that a Product team built it doesn’t, in itself, make it a ‘product’.

It’s a product when the value can be packaged in such a way that a customer will pay money (or exchange value in some other way, like attention or loyalty) for it. Without that element, it’s not a product. It may be a fantastic enhancement, solve a thorny problem with an existing product, or just be really cool. Good stuff. Just not a product.

If you want to be sure you’re building a product, have a good conversation at the start about how that value will be packaged. Make a small note about that in the upper left-hand corner of your whiteboard. Glance up and to the left anytime scope creeps or requirements shift.

If you’ll do that, it helps me help you. And I want to help in any way I can.

Love,

Marketing

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One Response to “Dear Product Team”

  1. John Cathey Says:

    Amen…let the brother testify!


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