20160627 building great products
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Transcript of 20160627 building great products
![Page 1: 20160627 building great products](https://reader034.fdocuments.us/reader034/viewer/2022042706/58a656131a28ab1c5b8b4961/html5/thumbnails/1.jpg)
WHAT DOES IT TAKE TO BUILD GREAT PRODUCTS?
Yoav Shapira / June 27th, 2016
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NO PAIN, NO GAIN• “Pain” = some problem that
someone really appreciated your solving.
• Slow, cumbersome, manual, costly, expensive things are painful.
• Duct tape ~= pain.
• “We can build something cool” != pain.
• ^ pain = $$$.
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WHILE PAIN IS ~FIXED, SOLUTION IS FLEXIBLE.
• Keep an open mind, listening to your customers/users and to the market.
• Starbucks started out selling espresso makers, but realized people wanted coffee more than a machine.
• Nokia (paper mill), Flickr (game), Instagram (checkins), Avon (books), etc etc.
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FAITH IT’LL GET BETTER
“The device that Jobs actually took onto the stage with him was actually an incomplete prototype. It would play a section of a song or video, but would crash if a user tried to play the full clip.”
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SHOW AND TELL (MARKETING)
• Marketing is often under-rated by techies. Why?
• A good product usually does not sell itself. (Common mistake.)
• Your product will never be “ready,” much less “perfect.” Don’t wait.
• Coca Cola, an established iconic brand, has been growing marketing by ~$100M/year for many years.
• 1.9B Coke servings / day
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GET OUTSIDE THE BUILDING• Opinions are inside the
building, truth outside.
• Everyone should talk to customers / users regularly. Not just sales / support.
• Don’t forget churn and closed/lost analysis. Ask people why they left.
• Listen well, act on feedback.
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TIME TO WOW• Wow = pain reduced.
• Shorten the time to wow / delight / solution as much as possible.
• A version of Tylenol that works in 1 instead of 30 minutes…
• Reverse funnels, mini-WOWs, other tactics…
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YOU NEED A TEAM• Recruiting is its own topic, many
people’s #1 question.
• It’s everyone’s job, not HR/recruiter’s.
• Sell the mission, the vision. That’s your best (only?) chance.
• Figure out where your target audience hangs out, then go…
• Speed wins here too, just like in building products.
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STICK WITH IT