The role of a product manager is critical to the success of a product. The first responsibility of a product manager is to discover and understand the needs of the customer. This is where the concepts of “Start With Why” and “Jobs To Be Done” (JTBD) come into play.
Start with WHY
“Start With Why” is a book written by Simon Sinek that emphasizes the importance of understanding the purpose and motivation behind why we do what we do. The book argues that by starting with the “why” of a product or company, we can create a sense of loyalty and engagement from customers and employees alike. This concept is critical in the process of discovering customer needs.
Jobs to be done
The “Jobs To Be Done” framework is a concept that was popularized by Clayton Christensen, a Harvard Business School professor, which focuses on the job that a customer is trying to do, rather than the product itself. The idea is that customers are not just buying products, but are using them to achieve a specific outcome or job. Understanding this job is essential in discovering customer needs.
As a product manager, it is important to start with why and understand the purpose behind the product or company. By doing this, the product manager can create a clear vision and purpose that is communicated to the entire team. This vision can then be used to guide the team’s efforts in discovering customer needs that align with the company’s mission.
Once the why is established, the product manager can use the JTBD framework to identify the jobs that customers are trying to do. This requires a deep understanding of the customer’s pain points, goals, and motivations. By focusing on the job that the customer is trying to do, rather than the product itself, the product manager can identify areas where the current product is falling short or where new opportunities exist.
Build the right product
The product manager can then work with the team to develop a product that meets the needs of the customer and aligns with the company’s mission. This may involve identifying new features, improving existing features, or creating an entirely new product.
The role of a product manager in driving the team to discover customer needs is critical to the success of a product. By starting with why and using the JTBD framework, the product team can identify the jobs that customers are trying to do and develop a product that meets their needs. This requires a deep understanding of the customer’s pain points, goals, and motivations and a clear vision and purpose for the company. By focusing on these areas, the product manager can help the team create a product that not only meets the needs of the customer but also creates a sense of loyalty and engagement from customers and employees alike.
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