Excellent article! One question: Who is your real customer, and how do you balance or even reconcile the needs of the client (buyer) with those of the users?
How you balance the needs of the buyer and the end-user is usually driven by your business and product strategy. For example, if you are a B2B product that is fueled by product-led growth like a freemium business model (e.g. Slack, Zoom, Hubspot) than you need to focus more on the end users. You cannot ignore the economic buyer as they have needs to. Often this is around showing some beneficial outcomes and meeting all their procurement requirements. They still have the power of the purse.
For hw+sw products, on-premises software, or other cloud based products that require substantial deployment investment before they can be used -- you will lean in favor of the economic buyer. This is unfortunate for the end-users usually.
The magic happens when you can align you investments in great UX with addressing the expectations of the buyers. This is the art of product management.
Awesome read! How to determine whether a customer request falls under your strategy? Is it as simple as comparing the list of problems your strategy allows to solve with the problem underlying the request?
Excellent article! One question: Who is your real customer, and how do you balance or even reconcile the needs of the client (buyer) with those of the users?
How you balance the needs of the buyer and the end-user is usually driven by your business and product strategy. For example, if you are a B2B product that is fueled by product-led growth like a freemium business model (e.g. Slack, Zoom, Hubspot) than you need to focus more on the end users. You cannot ignore the economic buyer as they have needs to. Often this is around showing some beneficial outcomes and meeting all their procurement requirements. They still have the power of the purse.
For hw+sw products, on-premises software, or other cloud based products that require substantial deployment investment before they can be used -- you will lean in favor of the economic buyer. This is unfortunate for the end-users usually.
The magic happens when you can align you investments in great UX with addressing the expectations of the buyers. This is the art of product management.
Awesome read! How to determine whether a customer request falls under your strategy? Is it as simple as comparing the list of problems your strategy allows to solve with the problem underlying the request?
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