After defining our product personas and before proceeding with other product development activities, we want to make sure that the problem or the desire we are addressing at the feature, product or company level exists! Otherwise, we will end up with a software or features that nobody cares about.

As a product manager, you want to avoid just adding features to the product because you will run into many situations where every stakeholder has a “killing” feature to add and will make your product awesome, specially salespeople 🙂

The alternative is being diligent and observant about our users and what they really care about, and to create problem scenarios and alternatives pairs. To illustrate, I will give an example from my current position at work: Continue reading →