Posts tagged "Product Strategy"

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ChatGPT Is Becoming the Interface

3 min read

Sam Altman outlines how OpenAI plans to turn ChatGPT into the internet’s next interface, powered by apps, commerce, and global infrastructure growth.

When Sam Altman spoke with Stratechery this week, one idea stood out from the flurry of announcements and partnerships. OpenAI wants ChatGPT to be the single interface that connects people to everything else they do online. Altman described a clear vision. OpenAI aims to build one capable system that people can use across their entire lives, from work to learning to entertainment. That mission explains the company’s focus on three fronts: research, product, and infrastructure....
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OpenAI’s App Store Moment and the Future of Product Boundaries

2 min read

OpenAI’s new ChatGPT app store redefines how users interact with products — shifting from interfaces to intent.

Yesterday, OpenAI launched its own app store — a full ecosystem for third-party apps that live inside ChatGPT. Spotify, Canva, Figma, Zillow, and Coursera are already in. At first glance, this might feel like another platform milestone. But if you zoom out, it’s something deeper: a redefinition of where products “live” and how users experience them. The interface is dissolving For years, we’ve built products around distinct interfaces — apps, dashboards, websites—each one with its...
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From Competitive Moats to Collaborative Bridges

3 min read

In the AI era, the strongest products don’t build walls — they build bridges. Here’s why connectivity, not isolation, defines modern defensibility.

The AI ecosystem is moving too fast for moats. Every closed advantage leaks. Every walled garden gets mapped. What used to protect you now isolates you. The defensible position today isn’t the highest wall — it’s the bridge everyone else depends on to cross. For years, defensibility meant isolation. Own the data. Control the stack. Lock down the ecosystem. Those strategies worked when products were discrete and distribution was finite. You could draw boundaries around...
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The Feedback Loop Fallacy in AI Products

2 min read

AI feedback loops can lie. Learn why engagement metrics fail and how product managers can rebuild truth-centered measurement systems.

For years, product managers have lived by a simple gospel: ship, measure, learn. The faster your feedback loop, the quicker your product improves. But AI is quietly breaking this law of motion. The feedback loops we’ve trusted for decades no longer tell the truth. When feedback starts lying In traditional software, user behavior is a reliable proxy for value. If conversion rates increase or churn decreases, the product has likely improved. With AI, that assumption...
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Platform Products Need to Earn Their Keep

8 min read

Platform products need empathy and accountability. Treat them like external products — measure impact, earn trust, and prove real value.

Every company wants to build platforms. Few succeed. The promise sounds irresistible: build it once, reuse it across teams, and move faster forever. But inside most enterprises, “platform” has become a buzzword attached to sprawling systems that no one loves and everyone tolerates. Some of these platforms thrive because they are built with empathy and clarity. Others limp along as corporate mandates — used begrudgingly, updated reluctantly, and funded indefinitely. I’ve seen both ends of...
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The Shift from SEO to AEO Is Redefining Visibility Online

3 min read

The rise of answer engine optimization (AEO) marks a shift from SEO. Visibility in AI-driven answers is now the key to discovery.

When Reddit’s stock tumbled this week on concerns about traffic and AI exposure, headlines focused on the numbers. Stock prices fluctuate all the time. But the more interesting story is not Reddit’s market cap. It is the shifting landscape of how people and platforms connect to knowledge in the age of Answer Engine Optimization (AEO). >Promptwatch reportedly showed that on September 30, Reddit content was cited in just 2 % of ChatGPT responses — down...
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Sora 2 Changes the Video Play

3 min read

Sora 2 pushes AI video into mainstream use. Here’s what it enables now, who gets disrupted, and why B2B teams should pay attention.

OpenAI’s Sora 2 is not just a model upgrade. It’s text-to-video with sound, physics that make sense, and a social app where anyone can remix clips. That shifts AI video from a lab demo to something that can spread in the wild. The following screenshot is from the video generated realistically with this prompt (shared by the Sora team): "A person is standing on 2 horses with legs spread. make it not slowmo also realistic....
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AI Platforms as the New Distribution Layer

4 min read

OpenAI’s Instant Checkout turns ChatGPT into a commerce channel. Here’s what product managers need to know about AI-native distribution.

Seven hundred million people use ChatGPT every week. That’s not just a user base, that’s a distribution channel that makes traditional retail look small. With its new Instant Checkout feature, OpenAI isn’t just adding payments. It’s signaling that AI platforms are on their way to becoming full-blown storefronts. For product strategists, this marks a shift as significant as the arrival of the App Store. Distribution itself is being rebuilt inside AI platforms. From Infrastructure to...
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Rethinking Product, Market, Channel, and Model for AI Era

6 min read

How Brian Balfour’s Four Fits framework has been updated for the AI era, and what product leaders can learn from the shift.

Frameworks that endure disruption are rare. Brian Balfour’s original Four Fits framework has long been a foundational lens for growth strategy. He recently released The Four Fits: A Growth Framework for the AI Era to capture how AI is shifting the constraints inside each dimension. The Four Fits have always been about scaling companies to $100M+ revenue at venture speed. To succeed, all four fits must align simultaneously. In this article, I explore the evolution...
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From Architect to Gardner to Orchestrator: The AI-era Product Leader

3 min read

How AI transforms product leadership from building to conducting. The rise of the Orchestrator mindset in product management.

Last year, I wrote about two product management mindsets: the Architect who blueprints everything upfront, and the Gardener who plants seeds and discovers what grows. That framework made sense when humans did all the work. Not anymore (or not very soon). AI is changing the game. It can architect better than architects—generating requirements, writing specs, and creating test cases. It can garden better than gardeners—running thousands of experiments, adapting in real-time, finding patterns we'd never...
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From Product-Led to Product-Agentic Growth in B2B

7 min read

Product-Agentic Growth reframes how B2B software must evolve: AI agents doing work for users, reshaping PLG with autonomous workflows, predictive expansion, and real ROI.

Picture this: A procurement manager signs up for your B2B marketplace. Within 30 minutes, your product has analyzed their company's spending patterns, identified $2M in potential savings, and pre-vetted 15 suppliers that match their compliance requirements. It drafted three RFPs based on their historical templates and scheduled demos with the right stakeholders. The procurement manager didn't do any of this. The product did. This isn't just good onboarding. It's not even personalization in the traditional...
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The Massive AI Opportunity Hiding on Your Home Screen

7 min read

Most 'AI products' aren't AI-native. Use the Home Screen Test to spot the billion-dollar opportunities hiding in plain sight.

Right now, stop reading and look at your phone's home screen. Count how many apps are built specifically for AI—not regular apps that added AI features, but products designed from the ground up for the AI era. ChatGPT probably makes the list. Maybe a few others. But for most of us, the answer is surprisingly close to zero. This observation comes from Andrew Chen's recent piece on how AI will change startup building, where he...
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Platform vs Product: The AI Era Convergence

4 min read

AI is collapsing the line between platforms and products. The winners will master both, balancing ecosystems and user experiences.

“In technology, whoever controls the platform controls the narrative,” as several strategic analysts have observed. The rise of AI is testing that maxim in new ways. A single large language model can be both the underlying platform that developers build on and the end-user product millions adopt directly. For companies in the AI era, the question is no longer whether to be a platform or a product, but how to navigate being both at once....
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Atlassian's Browser Move

3 min read

Atlassian’s $610M bet on The Browser Company is bold. Here’s why it makes sense, and the big risks that could derail it.

Atlassian, the company behind Jira and Confluence, is spending $610 million to acquire The Browser Company, the maker of Arc and the newer AI-forward browser, Dia. That sounds strange at first. Atlassian makes collaboration software, not browsers. Chrome and Edge dominate the market. Why on earth would they want to own a browser? But once you look closer, it starts to make sense. The browser as a starting point Brian Balfour puts it well in...
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AEO is the New SEO?

3 min read

A quick look at Answer Engine Optimization (AEO), why it matters for both consumers and businesses, and how it differs from SEO.

Most product and marketing teams already know SEO. Search engine optimization has been the backbone of digital visibility for decades. But a new acronym is creeping into conversations: AEO, or Answer Engine Optimization. I’m still digging into it, but here’s what I’ve learned so far—and why it matters. From Search Engines to Answer Engines SEO is about ranking high in search engine results. When a buyer types a question into Google, the goal is to...
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Apple’s Sugar Water Trap

4 min read

Apple’s iPhone 17 shows the sugar water trap risk as AI reshapes tech. A lesson for product managers on balancing incremental progress with bold bets.

Steve Jobs once asked John Sculley, “Do you want to sell sugar water for the rest of your life or come with me and change the world?” That question pushed Sculley to leave Pepsi for Apple, and it has lingered ever since as a reminder of the difference between comfortable success and transformative ambition. The launch of the iPhone 17 makes the metaphor newly relevant. On paper, Apple delivered a strong upgrade: a Promotion display...
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GTM Playbook for Feature Products in the Platform and AI Era

9 min read

A GTM playbook for feature products competing with platforms in the AI era, focused on delight, speed, and switching costs before the bundle arrives.

Clubhouse and Twitter Spaces. Zoom and Microsoft Teams. Dropbox and Google Drive. The pattern is not about who shipped first or who had the clever feature. The pattern is that platforms with native distribution absorb features, then win on adoption. In 2025, AI accelerates that cycle. Features can be cloned in months, not years, and updates land on millions of seats overnight. This is not a reason to stop innovating. It is a call to...
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APIs are the Strategic Foundation for Agentic AI and Beyond

7 min read

APIs are not small. They are the backbone of digital growth and the foundation of agentic AI and MCP orchestration.

(Expanding on my earlier quick-thought piece on APIs) APIs Hidden in Plain Sight APIs are often dismissed as “technical plumbing,” invisible to most business leaders. Yet they quietly power nearly every digital interaction, from mobile payments to streaming recommendations. Some of the most valuable companies in the world—Amazon, Stripe, Twilio—built their fortunes by turning APIs into products. Now, APIs are entering an even more strategic chapter. They are becoming the backbone of agentic AI and...
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The Token Squeeze is Real

3 min read

AI isn’t getting cheaper. Token demand is exploding, and flat-rate subscriptions are doomed. What pricing models can survive the squeeze?

AI should feel like it's getting cheaper. After all, compute costs fall, models get optimized, and every year brings new claims of a 10x drop in inference prices. But as Ethan Ding argues in Tokens Are Getting More Expensive, the opposite is true: the economics of AI subscriptions are in a squeeze. Ding’s Core Argument The paradox is simple. While yesterday’s models do get cheaper, users don’t want them. Demand instantly shifts to the latest...
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When AI Bots Rule the Web

2 min read

AI crawlers dominate web traffic, but most don’t send users back. Here’s what product managers need to know about training bots, referrals, and strategy.

Most of the traffic hitting websites today is no longer human. Cloudflare’s AI Insights dashboard makes this clear: the majority of crawling comes from AI bots, and the balance of power among those bots is shifting fast. For product managers, that reality changes how we think about traffic, attribution, and strategy. !AI Insights Cloudflare Training bots dominate Close to 80% of AI crawler traffic serves training purposes. These bots pull content to feed large language...
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Nano Banana and the Future of AI Image Editing

4 min read

Google’s Nano Banana is redefining AI image editing. Here’s what it means for creativity, platforms, and trust in the digital age.

When Google teased three bananas in a post from CEO Sundar Pichai, the internet buzzed with curiosity. The reveal—Nano Banana (aka Gemini 2.5 Flash Image), a new AI image editing model. It was more than a quirky codename. It signals a shift in how we think about digital creativity. Unlike earlier AI tools that struggled to maintain consistency or required heavy post-editing, Nano Banana delivers precise, natural-language edits while keeping subjects unmistakably themselves. This is...
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What Makes a Real Data Moat

4 min read

Data moats are the key to AI defensibility. Tesla and Stripe show what makes them real and how product teams can build them.

The age of generative AI has created a strange paradox. On one hand, anyone can plug into models like GPT and build features quickly. On the other hand, defensibility has never been more elusive. If everyone has access to the same foundation models, what stops a competitor from copying your product? The strongest answer is the data moat. Done right, it’s the most durable form of AI advantage a company can build. Done wrong, it’s...
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Agentic Browsers Meet Their Hardest Test: Security

2 min read

Agentic browsers face significant security risks, such as prompt injection, but early defenses demonstrate why security will be the true differentiator.

Claude for Chrome (now in pilot), Perplexity’s Comet, and Dia are all pushing the idea of a browser that doesn’t just display pages but acts within them. But as soon as you let an AI click, type, and execute, the hardest problem comes into view: security. The quiet threat of prompt injection Anthropic deserves credit for going deep on vulnerabilities in its Claude for Chrome pilot. “Some vulnerabilities remain to be fixed before we can...
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The Big Squeeze in B2B and the Challenge of Lasting Defensibility

5 min read

In B2B, escape velocity isn’t enough. Startups must turn rapid distribution into lasting defensibility before incumbents close the window.

AI has created the fastest-scaling companies we’ve ever seen. Lovable, for instance, hit $100 million ARR just eight months after launch. As Brian Balfour observes in The Big Squeeze, “Escape velocity elevated Lovable from obscurity to household name. And now the company has a real chance to build a large and successful business. But there’s no guarantee they’ve found long-term defensibility or can turn this wave of interest into a sustainable business.” That tension—between speed...
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Agentic AI Needs APIs to Act

2 min read

Agentic AI can reason, but it needs APIs to act. APIs are the execution layer that makes AI autonomy real.

APIs are often seen as back-office plumbing, but in the emerging world of agentic AI, they are the execution layer that makes autonomy possible. Without APIs, AI remains stranded in theory—able to reason, but unable to act. From Copilots to Agents The last wave of AI adoption has been copilots—tools that help users write emails, summarize documents, or draft code. These copilots assist, but they don’t take initiative. Agentic AI is different. Agents can plan,...
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Why Customer Success Belongs at the Start of Product Strategy

7 min read

Shift-left Customer Success by embedding it early in product strategy, design, and GTM to boost retention and drive SaaS growth.

Customer Success (CS) is one of the most misunderstood roles in SaaS. As Saahil Karkera wrote in a widely shared LinkedIn post, one quarter CS teams are heroes; the next, they're blamed for churn, adoption drops, and burnout. This volatility exists because CS sits at the fault lines of Product, Sales, and Customer expectations. The solution isn’t hiring “miracle CSMs.” It’s treating Customer Success as a shift-left strategy—designed into product, GTM, and organizational incentives, not...
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Build, Buy, or AI-Build

4 min read

Vibe-coding opens a new AI-build path, but Marty Cagan’s point on business rules shows its limits. Can AI ever capture this hidden and complex logic?

In my recent post on build vs buy in the age of vibe-coding, I argued that the classic binary is breaking down. Thanks to generative AI tools, teams now face a third option: AI-build. Instead of waiting for engineering capacity or relying entirely on vendors, product managers can prototype, test, and even wire together solutions themselves using natural language. Marty Cagan just published a piece on build vs buy in the age of AI. He...
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Vibe-Coding Is Early But Already Changing SaaS

3 min read

Vibe-coding is still early, but already empowers non-technical builders while pressuring SaaS vendors to deliver leverage beyond features.

In a recent Every article, Dan Shipper highlights people who replaced expensive SaaS tools with AI-built alternatives. The stories aren’t just about cost-cutting. They show how quickly software creation is becoming accessible to people who never considered themselves builders. This is still early days. Vibe-coding — natural language prompting to generate working tools — is in the first phase of its maturity curve. It often takes a few iterations to get things right, as Shipper’s...
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How Product Leaders Can Adapt and Thrive in the AI Era

5 min read

Practical playbooks for product leaders to adapt and thrive in the AI era using wedge expansion, jobs-to-be-done, and dual transformation.

In the first post of this series, we looked at why AI disruption affects startups, giants, and companies with product-market fit differently. We saw that structural forces—like scale economies, network effects, and capability stacks—shape who adapts and who stalls. This post turns from why to how. The real challenge for product leaders is not predicting disruption but navigating it. While AI is reshaping every industry, companies that apply structured playbooks are better positioned to adapt...
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The Informal Committees Behind B2B Buying

3 min read

B2B buying isn’t decided by end users alone. Informal committees shape decisions, and product managers must map their jobs-to-be-done.

When we think about product adoption, the focus usually falls on the end user. Product managers map user needs with frameworks like jobs-to-be-done (JTBD), ensuring the product fits a real workflow. But in B2B, adoption doesn't always equal purchase. Deals often hinge on an informal buying committee — a shifting group of individuals who influence or approve decisions, even if they never use the product directly. This isn’t a boardroom-style committee. It’s a loose network...
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Why Startups Struggle and Giants Stall in the AI Era

7 min read

Why AI disruption challenges startups and giants while firms with product market fit adapt faster, explained through proven strategy frameworks.

Sam Altman has observed that both startups and large companies face unique struggles during the current wave of AI disruption, while firms that already have product-market fit often adapt more effectively (OfficeChai). Startups, despite their speed, often lack the foundation to scale. Giants, despite their resources, get trapped in bureaucracy. Companies with strong user adoption and proven fit, on the other hand, can use AI to deepen their advantage. This raises an important question for...
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Making Product Decisions with a Bets Mindset

3 min read

How leading product teams use betting principles to make smarter decisions, test ideas fast, and adapt quickly to real-world results.

When you build products, you’re making bets — not certainties. The best product teams don’t pretend to know the answer or wait until all data clears the fog. Instead, they “think in bets.” That means approaching each decision like a poker player, not a chess grandmaster. Most people treat product roadmaps as if they’re a set of sure things: follow steps A, B, and C, and you’ll win. But real product work faces incomplete data...
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Start with Product and Target for Effective Distribution, Not Channel

3 min read

Learn why smart product managers match channels to product and target, not trends, with a simple hospital software example.

When it comes to getting your product into the hands of customers, many new product managers start with the channel. They ask, “Should we sell through partners, go viral, or build a sales team?” Ben Horowitz puts it simply: “A properly designed sales channel is a function of the product that you have built and the target … that you wish to pursue.” In other words, the product and the target market come first. The...
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AI Risks to SaaS Companies

3 min read

Generative + Agentic AI is accelerating feature commoditization; read the room and adapt.

The press around AI putting pressure on well-established SaaS companies is gaining some momentum. Note: We are not discussing specific stocks and valuations. Our focus is on the impact of AI on software companies. Analyst Ratings Published 08/11/2025… "Melius Research downgraded Adobe… warns of ongoing multiple compression for software-as-a-service companies… ‘AI is eating software’ …” AI isn’t a shiny add-on anymore. It’s like a sneaky wave that’s pushing SaaS valuations lower. Investors see that and...
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The Power of an Anchor - Warby Parker's Pricing Strategy

3 min read

Warby Parker's playbook for product managers. Learn how the company uses pricing strategy, vertical integration, and innovation to grow.

From WSJ piece on Warby Parker: >Many things have gotten pricier in the past 15 years. Not Warby Parker's most affordable glasses, which have cost $95 since the brand’s inception in 2010. Warby Parker grew 14% last year. It did this while keeping its hero $95 price point. This shows that a focused value proposition can thrive even with inflation. The company used a few key strategies. It controlled its supply chain. It created a...
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When AI Becomes Your Medical Translator

8 min read

How AI LLMs are transforming healthcare by empowering patients with PhD-level medical knowledge and reshaping the entire industry ecosystem.

Picture this: You receive an email from your doctor with three different cancer diagnoses. Your heart stops. The medical jargon feels like it's written in a foreign language. But instead of spiraling into a Google rabbit hole of worst-case scenarios, you take a screenshot and upload it to ChatGPT. Within seconds, you have a clear, understandable explanation of what you're facing. This isn't a hypothetical scenario—it's exactly what happened to Carolina, one of the patients...
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The Winner's Curse: Rhyming History in the AI Era

3 min read

Why AI disruption differs from past paradigm shifts: faster cycles, probabilistic computing, and why today's tech winners face an accelerating curse.

Ben Thompson's latest piece hits on something crucial: when computing paradigms shift, yesterday's winners often become tomorrow's strugglers. >The risk both companies are taking is the implicit assumption that AI is not a paradigm shift like mobile was. In Apple’s case, they assume that users want an iPhone first, and will ultimately be satisfied with good-enough local AI; in AWS’s case, they assume that AI is just another primitive like compute or storage that enterprises...
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Architect vs. Gardner: Product Development Mindsets

5 min read

Product leaders must know when to act as Architects and when to act as Gardeners. Learn how to balance precision and adaptability in product development.

Product development demands vision and execution. But the mindset you bring to the work often shapes outcomes as much as strategy or process. Two powerful metaphors illustrate this tension: the Architect and the Gardener. Both have value. Both can lead to success. But knowing when to adopt one mindset over the other—and how to balance them—can mean the difference between building structures that endure and nurturing products that adapt. The Architect Mindset Architects design with...
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How to Make OKRs Work

3 min read

Practical tips to make OKRs work: writing strong objectives, measurable key results, and avoiding common pitfalls in execution.

This is Part 2 of a two-part series on OKRs inspired by John Doerr’s book Measuring What Matters. You can read Part 1 here: Why OKRs Matter. OKRs are simple to understand, but deceptively hard to get right. Many teams write OKRs once, post them in a slide deck, and never look back. Others confuse them with KPIs or use them as a laundry list of tasks. The result is disappointment: OKRs become busywork rather...
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Love the Problem, Solution will Follow

6 min read

Fall in love with the problem, not the solution. Learn seven techniques to uncover customer needs and build products that create lasting impact.

When you’re building a product, it’s easy to get excited about the “how.” The sleek design, the advanced tech stack, the long feature list. But here’s the hard truth that separates great products from forgettable ones: don’t fall in love with the solution; fall in love with the problem. This mindset shift can be the difference between a product that thrives and one that just exists. Albert Einstein once said, “If I had an hour...
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Why OKRs Matter

3 min read

Learn why OKRs matter, how they align teams, and the four superpowers that make them a proven framework for execution.

This is Part 1 of a two-part series on OKRs inspired by John Doerr’s book Measuring What Matters. In Part 2, we’ll explore how to make OKRs work in practice. Most organizations don’t fail because of a lack of effort. They fail because energy is scattered across too many priorities. Objectives and Key Results, or OKRs, provide a way to channel focus toward what truly matters. An OKR has two parts: Objective: a clear, inspiring...
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Beyond the Deliverable - The Strategic Product Mindset

4 min read

Learn how to move beyond delivery and adopt a strategic product mindset with practical steps, proven frameworks, and customer-first thinking.

"Strategic thinking." Sounds lofty, doesn’t it? The kind of thing we expect from leaders, not just order-takers. But here’s the truth: it’s not an inborn talent. It’s a skill that can be developed with deliberate practice. Like learning to ride a bike, or in our world, learning to ship something that truly matters. Too often, what gets labeled as “strategy” is really just a diagnosis or a broad policy statement. What’s missing are the coherent...
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Making Better Product Decisions

2 min read

Great product leaders know not all decisions are equal. Learn how to apply the one-way vs. two-way door lens to improve decision speed and quality.

Great product leaders aren’t defined by their roadmaps, but by the decisions that shape them. Roadmaps shift. Markets change. But decision quality compounds over time. One useful lens comes from Jeff Bezos: the idea of one-way vs. two-way doors. One-way doors are irreversible. Once you step through, it’s costly to turn back. These require deliberation, diverse perspectives, and often leadership involvement. Two-way doors are reversible. If the decision doesn’t work out, you can step back...
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Jobs-to-be-Done - Demand Reducers and Systems Thinking

5 min read

Explore the demand reducers in Jobs-to-be-Done—Inertia and Anxiety—and how systems thinking helps overcome hidden barriers to product adoption.

In Part 1, we explored the forces that generate demand: the push of dissatisfaction with the status quo and the pull of a better future. Together, they explain why customers look for change and what attracts them to a solution. But even when push and pull are strong, adoption isn’t guaranteed. Hidden forces often prevent products from being hired. These are the demand reducers: Inertia and Anxiety. As Alan Klement describes, these forces are as...
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Jobs-to-be-Done and the Forces that Create Product Demand

5 min read

Learn how Jobs-to-be-Done explains the forces that create product demand—Push and Pull—and why progress, not features, drives adoption.

We hear a lot about being “customer-centric.” It’s on slides, in strategy decks, and peppered into pitches. But too often it’s a buzzword. The real test is this: do we truly understand why customers choose our products—or why they don’t? The Jobs-to-be-Done (JTBD) framework, shaped by thinkers like Alan Klement, offers a clearer lens. Customers don’t buy products because of features alone. They “hire” them to make progress in their lives. That progress is the...
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The Questions Great Product Leaders Ask

2 min read

Great product leaders don’t rely on perfect foresight. They ask sharper questions that cut through ambiguity and lead to better decisions.

Great leaders aren’t the ones with all the answers. They’re the ones who know which questions matter. Nowhere is this truer than in product decision-making. When facing ambiguity, strong product leaders resist the urge to rush into solutions. Instead, they slow down just enough to ask sharper questions that cut through noise. A few that consistently elevate decision quality: Do we have the expertise to make this decision? If not, who needs to be in...
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