Product Management Rule #28 from the best-selling book, 42 Rules of Product Management, was written by Nick Coster, Director, brainmates pty ltd
A lot of people come up with new ideas all the time. Unfortunately, most of these ideas never make it to market because the underlying problem has not been clearly thought out and communicated. It may seem obvious that we would want to understand a potential problem before launching a product to solve it. Sadly, the reality is quite different.
A better approach is to invest time to clearly describe the problem you have identified and then imagine a world where it has been solved. Observe your target market trying to complete tasks and ask yourself ridiculous questions that smash the limits of their current expectations.
Find Market Problems That Are Worth Solving
This is often the hardest part of our job. We can get so close to our products that we no longer have the wide view to see market problems that are bigger than problems that are currently being addressed. Instead, we see the world through our products and often add new features to further enhance solutions to problems that have already been adequately solved. For a product manager, it is not the value of the technology that will add value to the business, it is the value of solving the market problem.
How do we find market problems worth solving?
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