YOUR PRODUCT WON’T CHARM CONSUMERS FOREVER: WHAT ARE THE SKILLS NEEDED TO MOVE IT FORWARD?

We all have products that keep us coming back for more. For you, it might be a simple fitness app like Strava, Instagram’s endless feed of engaging photos, or your flashy Beats by Dr Dre headphones.

What these products have in common is their addictive nature – and that they’re not addictive by chance. Businesses invest huge resources across design, product and marketing to make sure their product not only wins the customer, but keeps them. That’s the reason for the constant product updates, push notifications, and loyalty schemes.

Unfortunately, in Australia, product development lags behind some of its global counterparts. I say this having spent a large portion of my career at eBay and in Silicon Valley where time and again, I saw that just because a product has initial interest or uptake, that doesn’t mean it’s going to charm the consumer forever.

Product needs to move forward, and you need the skills to take it there.

If you’re responsible for product, it’s not enough to be a project manager, product marketer or similar. Success as a product manager means a track record of positive and tangible business results. The outputs you need to focus on are strong execution, and, for more senior leaders, solid product strategy.

Here are the key skills that product experts need to hone to ensure they create more successful solutions, not simply more products: Read more

Petra Gross - Dynamic Business - 12 May 2017

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