Product is more than just an app

Focus on the customer

“Product” is generally associated with a technology solution. “Product Managers” have existed for much longer than the tech product boom of the past two decades and in tech they are relatively new roles. The role is critical. It bridges the technical and business/marketing side. It is all about understanding the market and solving their problems. Yet I often see a lack of broad thinking about the product.

To me product is more than just the application. Product is everything associated with your business that interacts with the outside world and everything that impacts those interactions.

As an example, a phone call into a customer service representative is part of your product offering. The experience a customer has on the call will affect their views of your company over all.

Another example is recruiting. Many companies, especially startups, drop the ball with candidates. Making sure that when candidates apply to your company they have an excellent experience is very important. The candidates that don’t receive a job offer will speak positively of the experience and will have a positive opinion of the company. Candidates who do get an offer will perhaps consider their experience in the process of deciding whether to accept the offer or not. I know I would have reservations about a company that can’t manage a recruiting process well. How would I be confident they will be more dedicated to other tasks?

The company is one brand. One team. Everyone needs to align. That is how you build products that win.