An immensely valuable discussion to hold with your key product stakeholders (like the Product, Sales, and Marketing leaders) involves a critical assessment of two essential ingredients of ascertaining your product/market fit: the product â€œvalue propositionâ€ and the customerâ€™s goals. Alignment between these two increases the likelihood of achieving a fit that enables business success (hey, thereâ€™s no guarantees!) but how to get there? First, ask basic questions among your stakeholders, all together if possible, for full transparency.
a) What is the productâ€™s value prop…and how is that being messaged in the corporate website, as well as in the current application interface? Just jot down a key phrase or two, not some long-winded Dilbertian mission statement full of buzzwords! This is about the productâ€™s purpose, raison dâ€™Ãªtre if you will. Chances are, various members of the product & company leadership team have varying perspectivesâ€¦which is fine, as that speaks to a range of potential, but need to find the focus and identify any divergence or contradictions.
b) What are the customerâ€™s goals? Actually, the antecedent assumption to this is identifying who exactly is the targeted customer per utility and revenue. Perhaps thereâ€™s a range or a single targetâ€”just be clear and fully in agreement. Then, via the devices of user profiles, contextual analyses, and personas, ascertain the aspirations and goals sought from using this product. What lifestyle qualities are enhanced? Which emotions are evoked and sustained? Who else benefits in terms of the â€œsocial life of informationâ€ extending from the product itself, but the broader ecosystem?
Capturing the responses to these basic yet critical questions will help determine if thereâ€™s mutual inter-dependence or crucial conflict in arriving at an appropriate product satisfying customers and driving business value.