A 3-step process for building better products
summary
Three-step, practical process: first do problem discovery by mapping the old way and running 10–20 interviews until patterns emerge about triggers, consideration sets and firing criteria; second design a solution using trade-offs (Kano model, desirability/feasibility/viability) that deliberately causes a switch from the old way; third package a mafia offer and use a demo sell build approach to get tangible commitments (paid signups or early-access lists) before heavy engineering.
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chapters (23)
- 0:00Introduction and welcome
- 0:14Product management landscape
- 1:06Challenges in modern products
- 2:06The risk of throwing solutions
- 3:48Avoiding the build trap
- 4:52Focusing on real learning
- 6:11Continuous innovation process
- 7:05The innovator's gift model
- 8:29Old solutions, new problems
- 9:35The story of innovation
- 11:55Positioning your product
- 12:41Applying the principles
- 13:57Uncovering user stories
- 15:27Three acts of user research
- 16:56Redesigning for the switch
- 18:53Mapping research to design
- 20:22Desirability and feasibility
- 21:13The mafia offer approach
- 22:43Validating with commitments
- 23:24Demo, sell, then build
- 23:53Mindset and habit change
- 25:30Frontloading risk management
- 26:23Q&A session
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