Talk, Talk, Talk
Why is it so important to talk about your product all the time? Because how else are you going to get to know it better than anyone else?
You have to talk about your product(s) constantly, with as many people as possible, and try to keep the conversation on an applicable path, and the things you learn will be immense.
For example, working with prospects will divulge details such as: a) things they are looking the product to do b) how they are feeling about your pricing and if you really trust them c) how they react to your roadmap and d) how they really feel about other options they are evaluating in the market.
This doesn’t only go for prospects of course, but your actual customers. I like to treat those customers that I am able to build a relationship as design partners of sorts. Bounce ideas off them, see how things you have on the roadmap would impact their business. If they are really into what you are doing, and you have a strong relationship there, they aren’t going to start holding you to promises and acting like an ass.
Once of the things that I like to have worked out with Marketing is gathering this type of market data. In order to products to be successful, you have to have more than just yourself working for the customer, and the market at large. If they aren’t, you are going to miss key things, and a PM can’t be in more than 1 place at a time.
Everyone needs to know what to look for, and I recommend wrapping this up into product training, along with other key fundamentals (how your release cycle works and why, product plans, communications, etc…).
Remember — to a PM, calling on customers and talking to prospects about things they are looking for and feeling my seem like a natural thing to do. But for someone that’s not really immersed in that concept / culture / notion may not think of it. To them, certain things like this may seem inconsequential, when it fact, they can make or break a product — and ultimately, a company.
