Creating products that are easy to sell is wrong.
- Per Lindstedt
- Mar 16
- 2 min read
As product developers and organizations, we've all been there: market size or margins are dropping, marketing and sales are pushing for new products, and we're under pressure to deliver. In the heat of the moment, it's easy to get caught up and create the product that sales and marketing want. But is this really the right approach?
I've spent nearly 40 years in product development, and I've seen firsthand how an inside-out perspective not only holds us back but also leads to failure. We start with our own needs, goals, and assumptions. But what if we flipped that on its head?
Instead of asking "How can we sell more?", let's ask "How can we make our customers buy more?" This shifts the focus from the sales process to the customer purchasing process.
Instead of asking "How can we make the product cheaper?", let's ask "How can we create a product that merits a higher price?" This encourages us to think about value, not just cost.
Instead of asking "How should we respond to the competitor's latest product?", let's ask "What is it that matters most to our customers?" This forces us to create something authentic that reflects our brand and resonates with our audience.
In conclusion, shifting our focus from an inside-out to an outside-in perspective is crucial for product development success. By asking the right questions, you will develop products customers love, which will make your business thrive. In my experience, creating products that are easy to sell will not even make sales and marketing happy.
Per Lindsedt
Creating products that are easy to sell is wrong. You should create products that are easy to buy.
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