Get comfortable with this unusual objective for product launches
There’s a major pitfall companies fall into when engaging in productization projects.
Once they have their prototype of Minimum Viable Product, they expect that customers to come flooding in. They also anticipate that scaling will follow soon after.
To reach that stage, they immediately - and heavily - invest in marketing and sales or, on the contrary, hope that “built it and they will come” works for them. (Real life disproves this saying time and again.)
Once they have their prototype of Minimum Viable Product, they expect that customers will come flooding in. They also anticipate that scaling will follow soon after.
The problem is that the product mindset is based on a different set of principles. At its core, it's driven by continuous learning and improvement.
As a result, the purpose of your prototype or MVP is to learn. These are your tools to test the market and understand what actually works instead of pushing products onto the market wishing they worked.
Once you’ve gained this deep understanding, you can launch into strong marketing and sales campaigns to drive growth and mass adoption.
A product always changes. Evolution never stops and you can see that all great companies keep updating and optimizing their products years after launching them.
This is how they maintain their competitive edge and how you can do it too.
At the end of the Product Release phase, we will have:
A constantly evolving product that real customers use and provide feedback about
A clear process for collecting and integrating feedback to improve the product
The habit of looking at product development from a fresh, unbiased perspective.