Product Decisions in Crisis Mode

Are you feeling an urgency to make immediate changes to your product? Or trying to resist the urge to react to this current crisis? Are leaders in your organization bombarding you with ideas about how you should be responding? We’ve talked to dozens of product managers and product leaders over the past 2-3 weeks and we’ve heard many stories: teams undergoing complete pivots – scrapping all their current work and radically changing what they’re working on responding to immediate customer needs…to pulling up products with launch dates that were 6+ months ahead because they now seem to be much more relevant…to staying the course and adopting a wait-and-see attitude.

Now, more than ever, it seems critical to us that teams have to focus on core product principles to make decisions that aren’t just knee-jerk reactions, but based on real understanding. Before you stop reading because you can’t deal with yet one more thing to have to do…this core work can be done easily and quickly – and we believe can make all the difference. At least take 5 minutes to finish reading this before you completely change what your team works on.

Here’s a quick recap on the three steps that we describe as core foundations:

  1. What problem are you solving? Don’t just throw around new feature or product ideas – identify and discuss the actual customer problem. Get your team on the same page what’s the customer experiencing and why. Write it down so everyone is on the same page.
  2. Who is the customer? Is this a current customer, and if so, what’s changed in their attitudes, ability to pay, access in relation to your product. What do you know, vs what’s a hypothesis that can be tested. If this a potential new customer – how much do you understand them? Create a quick persona and build some empathy so that your solution ideas can be tested, before you start building something new.
  3. Validate with scrappy research. We know it’s hard to get to execs right now if you’re b2b, most leaders are completely unreachable. But think about who you might use as a proxy, test your thinking with someone you know who has a similar position – even if it’s in your own company. If you’re b2c, there’s a lot of people staying-in-place who are easy to access for a quick 10-15 chat – especially if you can offer a small stipend. Even if you contact just 5 customers (or prospects) – at least you’re getting out of your own head and testing your ideas.

We feel so strongly about teams needing to go back to basics that we’re offering up our foundations course for free to all product teams. This online course is less than 3 hours, usually people take this over a week, but you can cram it all into a morning. If you pick just one area to check out – refresh on the problem statement. Making radically different decisions can be justified if you have these basics in place.

Even in this crisis, let’s stay true to solving real customer problems that we understand.

Product Rebels is a product management training and coaching firm run by long term product executives for companies like Intuit and Mitchell International. We have trained over 200 companies small and enterprise level in the skills and frameworks that help product management leaders and product managers deliver kick-ass customer experiences.    We have a passion finding efficient ways of infusing customer insight into everything product teams do in pursuit of experiences that customers love …that drive growth.  Join us in the Product Rebels Community on Facebook or the Product Rebels Community on LinkedIn.

Take a look at our very practical training courses and coaching programs that give you practical tools, frameworks, and support you can use tomorrow in becoming a more effective product leader.  www.productrebels.com

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