Steve Jobs was too young. What great things would he have achieved if he could live a little longer? It doesn’t matter what; he did a lot of great product-related stuff in his short time on the planet. Even more important, Steve left us some fantastic advice that we product managers can learn from.
Break the Rules – Pretty Much
The press closely followed Steve Jobs. In the hope that his words would inspire business leaders, they recorded every word. One of his most famous quotes was, “… We do not conduct market research…
This statement can be confusing for product managers who spend their time developing product definitions. We all know how successful Steve’s company, Apple, was with its products. Is this a sign that we are wasting time on market research for our products?
Steve’s real message to product managers was that with some research, we could find marketing tools and product management procedures that we can use for our product. These processes should not be used to stop us from reaching the goals we have set for our products. If we discover that a rule or procedure is keeping us from reaching the destination we want, we can break it and ensure that our product achieves the goals we have set. If you do this correctly, you will have something to add to the product manager’s resume.
You know your customer better than anyone else.
Anyone can create a product. Product managers who are successful make products that meet a customer’s need in a way they never imagined. Apple learned this lesson from Steve Jobs: Know your customer.
Product managers need to spend time getting to know their customers. This means that you must create buyer personas. When you make a product or feature, you should ensure that it meets the needs of this persona.
Steve was a great example of what Steve meant to us all. Customers often don’t know what their needs are. As a product manager, you cannot ask your customers, “What’s the next big thing my company can do for you?” Instead, you should go analyze the market data you can collect and understand your customers’ actual needs.
What does all of this mean for you?
Steve Jobs made history. Steve Jobs’ drive and determination led to the creation of many products that have had a profound impact on our lives. Today’s product managers can take his advice and learn from him.
Steve believed that rules should be broken. It is essential to know what he meant when he said that. Steve pointed to say that we must be able to reach our product goals. If our product marketing process is preventing us from achieving this, then we must break down those walls and reach our goals. Steve believed in the importance of getting to know your customers so that you could understand their needs and recommend products.
Steve has left us, and we won’t get any more advice. If we take the time and study his words before he went us, we can still learn a lot about how to make a product successful, even if it isn’t in our product manager job descriptions. If you listen to his message and follow his advice, your product may be as successful as his.
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