work in B2B SaaS?
something I've learned, and re-learned over and over -- at @Amplitude_HQ especially talking to so many teams.
It is vital -- absolutely vital -- to understand your product in the *broader landscape* of a customers workplace.
Why? 1/n
something I've learned, and re-learned over and over -- at @Amplitude_HQ especially talking to so many teams.
It is vital -- absolutely vital -- to understand your product in the *broader landscape* of a customers workplace.
Why? 1/n
...when talking to a customer about your product, you will always trigger the instinct for them to be helpful and provide information about YOUR product. Which is good...
...but also a challenge.
The reality is that your product is a tiny part of their world. 2/n
...but also a challenge.
The reality is that your product is a tiny part of their world. 2/n
"What problems are you having?"
Customer: "Um, well, [some task related to your product]"
(remembering to focus on goals)
"Oh no, what is your GOAL?"
Customer: "Um, well, [some goal related to your product]"
All good, except, again, this is a tiny part of their world. 3/n
Customer: "Um, well, [some task related to your product]"
(remembering to focus on goals)
"Oh no, what is your GOAL?"
Customer: "Um, well, [some goal related to your product]"
All good, except, again, this is a tiny part of their world. 3/n
Meanwhile, have you learned how they spend the other 95% of their week? Incentives? Their career aspirations? Collaboration patterns? Where else the company is spending money? The demands on them work-wise, and personal-wise?
If not....you'll be missing SO much.
4/n
If not....you'll be missing SO much.
4/n
You are very likely to construe lack of adoption, lack of retention, etc. as maybe an education problem (if they just knew...) or a discovery problem (they can't find...) or a feature-parity problem (we need)
When it is highly likely the big challenges are elsewhere
5/n
When it is highly likely the big challenges are elsewhere
5/n
this is especially important in B2B products that are "optional" for the most part.
Because when we tap into this broader context we can solve big demand issues vs. little optimizations.
It is (almost) never just about your product or a use-case
end
Because when we tap into this broader context we can solve big demand issues vs. little optimizations.
It is (almost) never just about your product or a use-case
end
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