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A product or service that will no doubt be of great value to customers and will shift the revenue trajectory of the business! The idea has matured into a collection of theories about getting customers to see so much value, they are willing to part with hard-earned dollars for the product. Which theory to test first?
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The team says technology is the riskiest assumption and wants to prototype right away. This should raise a red flag: Technical feasibility is NEVER the biggest risk I repeatedly see product teams gravitate to testing the technology first.
It is a red-flag, an anti-pattern in good product development practice, and you should set is as a trigger in your mind: Why start with the step that has a high labor and opportunity cost? Especially early in product development, there are market tests that require less time than prototyping.
In the early stages of product development, efforts should be focused on exercises that build an understanding of the problem. Otherwise, you are building on shifting sand. So why do teams do this? It is not developed on a whiteboard in some glass tower. This is most often about the experience of the team.
Perhaps they are limited in their industry or customer contacts. Diagnosing the capacity of the team will identify solutions. Introduce them to current customers, get them to industry events, integrate them in business development activities… throw them in the deep end.
Sometimes the pathway is blocked — another group or function owns the market interaction. Perhaps marketing thinks of this as market research, or business development insists on all customer and market contact.
Incorporate this group in your efforts. Above all, do whatever it takes to get real market interaction. Especially if the prototyping involves wire-framing and user experience.
This can be a symptom that the product development team is tilted towards build staff, and they are just going to what they know and excel at. You can adjust the team composition, or you can train that build staff in product development methods.
This is suggestive of the same types of issues and misunderstandings, just at a different level. Resolution is a longer game of training those backers on what to value — real market validation and feedback. This makes decisions clear and avoids the impression that their project is the one exception.
Ultimately this is not about whether an exception exists, it is about which muscle you must develop in product development — the market validation muscle. Do you need better build and prototyping skills?
No, you need better market validation skills. That is the muscle you are developing when you turn down technical feasibility early.A common question: Should you add degrees or credentials after your name on your resume and LinkedIn profile?
Because you are marketing yourself in the job market, be careful how you present yourself so your target employers see you as a viable candidate. The ACT test is a curriculum-based education and career planning tool for high school students that assesses the mastery of college readiness standards.
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