Drucker on Product | The Aim of Product Management
"Indeed, selling and marketing are antithetical rather than synonymous or even complementary. There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself." --Peter Drucker, Management: Tasks, Responsibilities, Practices That final sentence is so important to Product Management and the definition of market focus. The aim of Product Management is to know and understand the customer (the market) so well. And going back to a few days ago and you need to engage the entire organization and help them understand the customer, making product management permeate. https://twitter.com/DruckerProduct/status/1480549942561280004?s=20 When you can do this, the chances of success go through the roof, as you can then design and deliver products that fit the customer/market and sell themselves. This means you have aligned the value proposition you deliver, with the value proposition they desire. Uniquely. This is the goal, the aspiration for Product Management. To enable the entire company to understand the customer so well, that your product fits the customer and market. This is how you get to product-market fit. And if you can do this, it makes everything else easier. The better job you do at the strategic and sharing your knowledge and understanding of the customer with the team, the easier you make it for all the stakeholders to do their job. I don't discount (and I don't think Drucker) discounts the value of selling and sales, but if Product Management does its job well, it should reduce a lot of friction in the selling process. We target the right customers, who value our differentiation. We understand their problems to solve, and the value to the customer to solve them. We partner and collaborate with the organization to deliver a product that fits them, uniquely. You can see the 🧵at https://twitter.com/DruckerProduct/status/1481655602975686657?s=20 Follow along on Twitter, and get my updates on here and in the Product Growth Leaders Community.