Suits you?

Last night I went to a ‘Product Tank Birmingham’ workshop on ‘Empathy Mapping’. As an exercise, we looked at ‘a product meeting group’ and tried to identify its customers. There was a brief discussion about ‘Product Owners’ (from agile software development) and ‘Product Managers’ who often have a more marketing-led approach. Someone then commented on what ‘Product people’ think. I found I didn’t agree. I reflected on the difference between Product Owners (in this context: me), who care about giving people the product they want and Product Managers, who seem to care more about people’s relationship with the product.

I realised there is a half-way house and I have not, to date, worked in it. My experience in agile software development has been about “custom” development of software products for small teams with a shared view of what they want. I’ve realised for a while that my experience is very different to those Product Owners who have to develop a more generic product to ‘optimise’ across a set of potential or actual customers who have differing needs. There is an extra role there which is far more like my understanding of Product Management. I think the key difference is the need to correctly judge the closeness of fit needed to achieve mass market appeal vs the bespoke tailoring trade that I’ve worked in.

Early in my career, I worked as a programmer on a software package for pharmaceutical companies. We coded to specifications provided by 2 people, a salesman and our technical manager, who both travelled the world visiting customers’ sites. Looking back, I think the salesman was much better at identifying the features that would be valued by most customers. Is marketing USEFUL?

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