So You Want to be Market-Driven?

What Do You Do?

Jim PayneComputer Software and

Hardware Product Manager

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Definitions

Town Hall – Guided Open Discussion Markets – Clearly Defined Based on

Your Distinctive Competence in Your Industry

Driven – Product Definition Market-Driven – Focused Product

Definition Based on Market Facts

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Markets

Based on Your Distinctive Competence Start by Articulating the Problems that

Your Product Solves Identify Segments – Based on what

Criteria? How About a Common Set of Problems?

Target Segments With the Most Potential

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Driven

Product DefinitionRequirementsUse CasesUser PersonasBuyer Personas

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Market-Driven Establish Credibility Collect Market Facts

CustomersChannelManagementDevelopment / Engineering / Product ExpertsAnalysts

Be on the Team Lead the Team A Word About Discipline – This is a Continuing

Process

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Conclusions

Establish Credibility Know What You are Looking for When

You Gather Market Facts –Relevance – “…product value is always determined

by the customer, not by the company or its technology.” Gabriel Steinhardt

“The Key to Actually Be Market-Driven – To Replace Personal Opinions with Market Facts.” Steve Johnson