How to Influence the Business
summary
Product managers apply the desirability/viability/feasibility lens to the whole business model canvas, not just the UI, and start experiments by start with learn rather than building first. Practical experiments include landing page tests and intercept interviews, supplier interviews plus letter of intent to capture commitment, and back-end checks via Wizard of Oz or concierge runs; Clearly Canadian made $155M in 1993 and later revives via crowdfunding, illustrating product desirability but fragile distribution and feasibility.
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chapters (11)
- 0:00Introduction to product
- 1:37Case study: Clearly Canadian
- 3:48Product manager's role
- 5:24The business model canvas
- 7:04The build-measure-learn loop
- 9:22Adopting a learning mindset
- 10:42Validation experiments
- 14:11Physical validation methods
- 15:30Wizard of Oz technique
- 17:43Sequencing experiments
- 19:55Conclusion
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