NIHITO: Nothing Interesting Happens Inside the Office

Occasionally someone will ask me: “What’s the most important piece of advice you give to Product Managers?” So, I decided to write a short blog post about it.

In the dynamic world of product management, there’s a piece of advice I find myself continually emphasizing to newcomers (and even not-so-newcomers) in the field: there are plenty of product experts in your company, the real scarcity – and the real value – is in being a market and customer expert.  In every company I’ve worked for or with, there are never enough customer experts; this is where your focus as a new product manager should lie.

In most organizations, there’s an inherent bias towards internal product knowledge. We're surrounded by teams who know every feature and function of the products we create. However, this internal focus can create a blind spot - an in-depth understanding of the customer's actual needs and experiences.

The key for new product managers is to bridge this gap by actively engaging with customers. This isn't about casual interactions or surface-level feedback. It's about immersing yourself in the customer's environment, understanding their daily challenges, and seeing the world through their eyes. This insight goes beyond mere data points; it's about empathy and connection.

This customer-centric approach does more than just inform product development. It shapes a mindset that prioritizes the customer's voice in every decision. By understanding their pain points, frustrations, and desires, you can guide your product to not just meet but exceed their expectations.

But how do you cultivate this deep customer understanding? Start by spending substantial time where your customers are. Participate in customer service calls, visit their workplaces, and engage in forums where they discuss their needs. Then watch, listen, and learn; each interaction is an opportunity to learn and understand more deeply.

Remember, your expertise in the product will grow with time and experience. But the insights you gain from being a customer expert are invaluable. They are the compass that will guide your product decisions, ensuring they resonate with the market and genuinely address customer needs.

So, to all aspiring and current product managers: Embrace the role of a customer explorer. It's in these uncharted territories that you'll find the insights that truly drive innovation and success in product management.