The Practical Innovator's Guide to Customer-Centric Growth

The Practical Innovator's Guide to Customer-Centric Growth

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The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
Heads of Product focus on surface level pain points...

Heads of Product focus on surface level pain points...

...without truly understanding the Universe of Customer Needs

Mike Boysen's avatar
Mike Boysen
May 03, 2024
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The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
Heads of Product focus on surface level pain points...
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Most Heads of Product 😕 lack clarity on innovation problems

  • They release features that add cost and complexity to an overserved market segment 📈 or completely miss the market altogether

  • They blame marketing and sales for not hitting their numbers 📉

  • They use backward-looking behavioral data that doesn’t account for non-customers 🔙who are also trying to solve a problem

  • They obsess over competitor features - as though their competitors have a crystal ball or something 🤔

They treat pain points but don’t understand the root customer problem 🚑

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They focus on surface-level problems because their cognitive dissonance is too extreme to easily overcome. Blaming external factors is an easy escape. 🏃‍♂️💨

  • "Let's fire the influencers and industry analysts, they have no clout" 🔫

  • "The Sales team couldn’t close a deal if their life depended on…

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