Most companies ignore their markets – and they will struggle to survive. Some companies listen to their markets – and they have an opportunity to succeed. You have the opportunity to understand your market, and transform it into your market – but you can’t get there just by listening.
Don’t listen to your market, understand your market.
“For what one idea do you want your product to stand in the mind of your customer?” I heard Roger Cauvin ask that question at the most recent ProductCamp Austin [correction – he said it here – thanks Roger], and the quote has been jumping to the front of my mind almost daily ever since. Maybe by writing about it I can exorcise the demon and get back to using the idea instead of being haunted by it.
Continue reading The One Idea of Your Product
Consistency in writing requirements is important on two levels – strategic and tactical. Tactically, you need to write your requirements with grammatical consistency, so that potentially ambiguous statements will be interpreted similarly. You also need to write requirements that are logically consistent, so that you avoid “impossible” requirements and gaps of unspecified meaning. Strategically, your requirements need to reflect a focus on markets and problems that are consistent with your business objectives and the vision your company is manifesting