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13 tweets,
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1/ When you create your own market no one is looking for you.
"They think they want something different (if they think they want anything at all). They definitely are not looking for Slack. (But then no-one was looking for Post-it notes or GUIs either.)"
"They think they want something different (if they think they want anything at all). They definitely are not looking for Slack. (But then no-one was looking for Post-it notes or GUIs either.)"
1a/ In that case marketing on gets you so far, you need a product to make them stay.
"but even the best slogans, ads, landing pages, PR campaigns, etc., will fall down if they are not supported by the experience people have when they hit our site"
"but even the best slogans, ads, landing pages, PR campaigns, etc., will fall down if they are not supported by the experience people have when they hit our site"
1b/ "Therefore, 'understanding what people think they want and then translating the value of Slack into their terms' is something we all work on."
2/ The relationship can be symbiotic
"the product itself and the way people use it should suggest new ways of articulating the value — and refinements to how we communicate the value should lead to principles which clarify decision-making around product features and design."
"the product itself and the way people use it should suggest new ways of articulating the value — and refinements to how we communicate the value should lead to principles which clarify decision-making around product features and design."
3/ Innovation isn't features it's movements.
"The best — maybe the only? — real, direct measure of “innovation” is change in human behaviour."
"That’s why what we’re selling is organizational transformation. The software just happens to be the part we’re able to build & ship"
"The best — maybe the only? — real, direct measure of “innovation” is change in human behaviour."
"That’s why what we’re selling is organizational transformation. The software just happens to be the part we’re able to build & ship"
4/ Grow the market to raise market share instead of squeezing out the latter
"Or, they could sell horseback riding. Being successful at selling horseback riding means they grow the market for their product while giving the perfect context for talking about their saddles."
"Or, they could sell horseback riding. Being successful at selling horseback riding means they grow the market for their product while giving the perfect context for talking about their saddles."
5/ If you believe in the product as-is you have to define a market that fits it.
"Because the best possible way to find product-market fit
is to define your own market."
"Because the best possible way to find product-market fit
is to define your own market."
5a/ By defining what customers will become
"A central thesis is that all products are asking things of their customers"
"we need to (1) offer them a reward big enough to justify their effort and (2) do an exceptional, near-perfect job of execution."
hbr.org/product/who-do…
"A central thesis is that all products are asking things of their customers"
"we need to (1) offer them a reward big enough to justify their effort and (2) do an exceptional, near-perfect job of execution."
hbr.org/product/who-do…
6/ The execution is required for users to stay on the journey
"Every bit of grace, refinement, and thoughtfulness on our part will pull people along. Every petty irritation will stop them and give the impression that it is not worth it."
"Every bit of grace, refinement, and thoughtfulness on our part will pull people along. Every petty irritation will stop them and give the impression that it is not worth it."
6a/ Ruthless, clear-eyed self-evaluation is the best path to near-perfection.
"We need to look at our own work from the perspective of a new potential customer and actually see what’s there."
"Be harsh, in the interest of being excellent."
"We need to look at our own work from the perspective of a new potential customer and actually see what’s there."
"Be harsh, in the interest of being excellent."
6b/ "well-run restaurants (or hotels, or software companies) serve with a quality that is measured by its attention to detail. This is a perfect model for us to emulate."
7/ Tying back to 4/ above:
"We are an exceptional software development team. But, we now also need be an excellent customer development team. That’s why, in the first section of this doc, I said 'build a customer base' rather than 'gain market share'"
"We are an exceptional software development team. But, we now also need be an excellent customer development team. That’s why, in the first section of this doc, I said 'build a customer base' rather than 'gain market share'"
