Why Do Products Fail – Solving the Wrong Problems

There are many reasons that a product might fail in the market.  One of those reasons is that your product solves the wrong problems.  There are many ways to solve the wrong problems.  This article continues the series on sources of product failure, exploring the idea that your product may be trying to solve the wrong problems.

Quick Recap of Product Failure

In an earlier article on why products fail, I framed the problem as a root-cause analysis, using an Ishikawa diagram to categorize the sources of product failure (in the market).

[larger version]

There’s a great discussion in the comments on the first article – focused mostly on “picked the wrong market” and interpretations of positioning.  The initial article frames the reasons for product failure as being discoverable by exploring one or more of the following branches of the Ishikawa:

  • Business Case is Flawed
  • Picked the Wrong Market
  • Takes Too Long to Enter Market
  • Doesn’t Solve the Right Problems – the focus of this article
  • Positioning & Sales Approach is Wrong
  • Product is Not Good Enough

In this article, the focus is on solving the right problems.

[larger version]

Solving the Right Problems

How do you know if your product is solving the right problems?  There are two questions – did you pick the right problems to try to solve, and did you succeed in solving those problems?  The focus of this article is entirely on the selection of the right problems, not on how effective your solution is at solving them.  The “Product is not good enough” branch would capture scenarios where you picked the right problem, but then your solution failed to deliver a valuable solution.

[larger image]

Broadly classified, there are 6 reasons that your product may not be solving the right problems.  All of these branches represent a failure to make the right decisions based on external factors – being market driven, or outside-in in your perspective about what needs to be done.

  • Doesn’t enable user personas to realize value – the focus of this article
  • Doesn’t address buyer persona’s perception of problems
  • Doesn’t align with (customer) company’s strategy for competing in their market
  • Is not differentiated from alternative solutions
  • Did not solve the problems in the right order
  • Did not solve enough problems – or solve the problems enough

Enabling User Personas to Realize Value

One aspect of being market-driven is being user-centric.  To do that, you have to identify who your user personas are, and what they care about.  Users have goals, and user personas are archetypes designed to help you create products for groups of users that share common goals.

When you’re developing consumer products, creating user personas is sufficient for describing groups of users.  When you’re creating B2B products, you’re trying to address the needs of people that operate within an organization – and often there is a lot of complexity within that organization.  You can organize your insights into which people within your customer (company) perform which roles using actor hierarchies – a common tool for mapping use cases to particular roles.

For example, a call center manager will make sure calls don’t wait in the queue for too long, while a call center employee will make sure that each call is handled efficiently.  However, not all call center employees are the same either.  Often there are multiple roles, or tiers, of call center employees – designed to reflect levels of expertise.  Since most calls are straightforward, newer or less experienced employees are often tasked with handling the incoming calls, and then redirecting them to more experienced or specialized experts only when needed.  This allows a company to more efficiently utilize the time of the (more expensive) experts.  All of these employees will share some goals and tasks, but the more specialized employees will have additional tasks and goals.

You may also use hierarchies to reflect variations in roles – see this article on using actor hierarchies to address regional differences in a global business.

It isn’t sufficient to identify who your users are, you have to also identify what they care about.  The combination of “for whom” and “why they care” sums it up.  In an earlier series on comparing products, my point of view builds around the idea that your framework for comparison – if you want to be honest – should come from your customers.  That approach and series has a lot of overlap with this article.  After identifying the personas for your product, the next step was identifying the problems that are important to them to solve.

From that series – a view of the problems that Tim, a niche-content consumer, cares about when considering a mobile content consumption device:

[larger image]

If you don’t understand that Tim is your customer, and you don’t understand what Tim cares about, the only way that your product will satisfy Tim’s goals is through a happy accident.  If you aren’t being intentional, then definitely explore this branch as a reason why your product may have failed.

Summary

Just setting the framework for figuring out if you’re solving the wrong problems for the wrong users took a little more writing than I expected.  The next article in this series will continue exploring understanding if you’ve got the right customers in mind.

In the first article of this series, you gave some fantastic insights and poked at the framework very effectively.  Does anything jump out at you as missing, errant, or broken with this branch of the root-cause analysis?  Chime in below!

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This article was published on Tuesday, July 17th, 2012 at 8:21 am and is filed under Business Analysis, Ishikawa Diagram, Product Management, Requirements, Requirements Models.
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24 Trackbacks

  1. By Roger L. Cauvin on July 17, 2012 at 2:24 pm

    RT @sehlhorst: Why Do Products Fail 2? http://t.co/fb3M4KPE next in the root-cause analysis of failed products on Tyner Blain #prodmgmt

  2. By Roger L. Cauvin on July 17, 2012 at 2:29 pm

    I like the phrase, "Enabling User Personas to Realize Value". http://t.co/WYLOuRhA @sehlhorst #prodmgmt

  3. By bishoph on July 17, 2012 at 2:32 pm

    Read this! Why Do Products Fail 2? http://t.co/MMIImb8y next in the root-cause analysis of failed products – via @sehlhorst

  4. By Geoffrey Anderson on July 17, 2012 at 3:01 pm

    RT @sehlhorst: Why Do Products Fail 2? http://t.co/NuY2ZZYv next in the root-cause analysis of failed products on Tyner Blain #prodmgmt

  5. By The Dude on July 17, 2012 at 3:01 pm

    RT @sehlhorst: Why Do Products Fail 2? http://t.co/rjAANwdq next in the root-cause analysis of failed products on Tyner Blain #prodmgmt

  6. By TXTNLRN Dan on July 17, 2012 at 3:20 pm

    RT "@rcauvin: I like the phrase, "Enabling User Personas to Realize Value". http://t.co/k7mV44Id @sehlhorst #prodmgmt"

  7. By Mark Stephan on July 17, 2012 at 3:21 pm

    RT @sehlhorst: Why Do Products Fail 2? http://t.co/NuY2ZZYv next in the root-cause analysis of failed products on Tyner Blain #prodmgmt

  8. By Vasily M. Komarov on July 17, 2012 at 4:17 pm

    Why Do Products Fail – Solving the Wrong Problems part 1 http://t.co/Vp8Z9KTV

  9. By Alan Kleber on July 17, 2012 at 5:39 pm

    By @sehlhorst: Why Do Products Fail – Solving the Wrong Problems part 1 http://t.co/2tbaPYXm

  10. By 3.0 on July 17, 2012 at 5:54 pm

    Por que uma grande parte dos produtos lançados são um fracasso? http://t.co/2I6xaAp4

  11. By Alltop Agile on July 17, 2012 at 6:04 pm

    Tyner Blain – Scott Sehlhorst: Why Do Products Fail – Solving the Wrong Problems part 1 http://t.co/ovvoP4DV

  12. By Kaerynne Nakamura on July 17, 2012 at 11:04 pm

    RT @sehlhorst: Why Do Products Fail 2? http://t.co/rjAANwdq next in the root-cause analysis of failed products on Tyner Blain #prodmgmt

  13. By Marino Fadda on July 18, 2012 at 8:35 am

    By @sehlhorst: Why Do Products Fail – Solving the Wrong Problems part 1 http://t.co/OrOAHSrC

  14. By Jennifer Bubriski on July 18, 2012 at 1:36 pm

    If you don't know for whom you're creating product & why they care, your product will fail #prodmgt http://t.co/14dNothz

  15. By SolutionsIQ on July 18, 2012 at 6:20 pm

    Why Do Products Fail – Solving the Wrong Problems http://t.co/Kx37J6XY Enabling user personas to realize value

  16. By Simo Salminen on July 18, 2012 at 8:03 pm

    Why Do Products Fail – Solving the Wrong Problems http://t.co/Kx37J6XY Enabling user personas to realize value

  17. By philippe de alberti on July 19, 2012 at 5:07 am

    Why Do Products Fail – Solving the Wrong Problems http://t.co/Kx37J6XY Enabling user personas to realize value

  18. By Geoff on July 19, 2012 at 4:08 pm

    RT @sehlhorst: Why Do Products Fail 2? http://t.co/3SbLTKAE next in the root-cause analysis of failed products on Tyner Blain #prodmgmt

  19. By VasilyKomarov RSS on July 20, 2012 at 5:18 pm

    Why Do Products Fail – Solving the Wrong Problems part 1 http://t.co/frLhg0Cg

  20. By Wade Armstrong on July 20, 2012 at 8:56 pm

    Your product failed because you solved the wrong problem http://t.co/jUtfXOwQ Smart framework for failure analysis!

  21. By Matt Badgley on July 22, 2012 at 1:19 pm

    Good read on solving problems around product failure … http://t.co/0F8octDM

  22. [...] Companies in the same market segment could be trying to solve different problems [...]

  23. By Sven Peters on August 21, 2012 at 12:30 pm

    Why do products fail? Solving the wrong problems http://t.co/XncDsuSu yy @sehlhors

  24. [...] Must-Read Post: Why Do Products Fail – Solving the Wrong Problems Part 1 [...]

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