From Projects to Products: Why a 'Product Team' Approach is the Way to Go

"You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new." - Steve Jobs, co-founder of Apple

Introduction to 'Product' Development

In the world of software development, delivering products that customers love is kind of a big deal. That's why companies are ditching the old project-centric approach and jumping on the product bandwagon. It's all about putting the customer's needs first and delivering real value through your product, not just checking off boxes on a project plan. And let's face it, nobody wants to be stuck with a failed project and a bunch of unhappy customers. So, let's explore the world of 'product teams'.

The Project centric way

The project-centric approach is like a rollercoaster ride - it's thrilling at first, but it can quickly become a nightmare. This approach is all about completing a project within a specified timeline and budget, regardless of the outcome. It's like building a car without knowing where you're going to drive it. At the start of a project, everyone is excited, and the team is working towards a common goal. But as time passes, reality sets in, and the team starts to realize that they are not building a product that anyone wants or needs. They are just following a set of instructions and hoping for the best. The problem with the project-centric approach is that it's too focused on completing tasks rather than creating value. The team is so busy meeting deadlines that they forget about the end goal - delivering a product that solves a problem for the users. In the end, the project-centric approach can lead to a lot of frustration and wasted effort. It's like building a sandcastle that gets washed away by the first wave. Sure, it might look impressive for a moment, but it's ultimately pointless. So, if you want to avoid the rollercoaster ride of the project-centric approach, it's time to switch to a product team.

From project team to product teams

Say goodbye to the days of endless projects that never seem to end. A product team is all about putting the customer at the center of everything you do. Instead of focusing on short-term goals, you prioritize building a product that will delight your customers in the long run.

Benefits of a Product Team:

• Focus on long-term goals: It's like the age-old adage says, "slow and steady wins the race." A product team allows you to keep your eye on the prize and make sure that every step you take is in the right direction.
• Outcome over output: Accountable to deliver business results (outcomes) rather than shipping features (output)
• Adaptability and flexibility: The world is constantly changing, and your product needs to change with it. With a product team model, you're always thinking about how to adapt and evolve your product to meet new challenges and opportunities.
• Continuous improvement and innovation: It's not enough to just build a great product – you need to keep making it better. With a product team, you're always looking for ways to improve and innovate, whether it's through new features, better user experience, or smarter marketing.

In short, a product team is all about building something that lasts. It's about creating a product that not only solves your customers' problems but also evolves with them over time. So, if you want to build a product that truly makes a difference, then it's time to shift your focus from project teams to product teams!

Marty cagan’s approach?

Marty Cagan is a legend in the world of product development. And his approach is nothing short of revolutionary.

So, what are the key principles of Marty's approach? Well, first off, you need a strong product team. No product can be successful without the right people behind it. Next, you need a clear product strategy. This means knowing exactly what you want to achieve and how you're going to get there. But it's not just about the plan, it's also about the execution. That's why Marty stresses the importance of focusing on outcomes, not just output. And finally, you need to be continuously discovering and delivering. This means constantly learning from your customers and adapting your product to meet their needs.

In short, Marty's approach is all about building products that solve real problems for real people. And if that's not a worthy goal, then what is?

Product over project mindset

When it comes to software development, the traditional project-centric approach has long been the norm. However, as companies start to prioritize innovation and customer satisfaction over simply delivering a project on time and on budget, the product team has become increasingly popular.

The product approach is all about prioritizing the end product and its success over the process of completing the project. It's about focusing on long-term goals, understanding customer needs, and continuously adapting and improving the product.

Why choose product over project mindset? Simply put, a successful product means happy customers and a thriving business. By focusing on the product and its long-term success, companies can ensure that they're delivering a solution that truly meets the needs of their customers and drives revenue.

So, if you're still stuck in a project-centric mindset, it might be time to shift your focus to the product. After all, isn't it more satisfying to deliver a product that truly solves a problem and brings value to your customers, rather than just completing a project on time and on budget?

Teamwork matters

Gone are the days of the lone developer working in isolation, churning out code without any input or feedback from others. Today, successful product development requires a team of experts from different fields, all working together towards a common goal. Designers, developers, product managers, and other stakeholders all have a role to play in creating a product that delivers real value to the customer.

But it's not just about having a team. The true power of collaboration comes from working together in a way that leverages everyone's strengths and expertise. It's about open communication, brainstorming, and sharing ideas. It's about listening to feedback and incorporating it into the product. It's about holding each other accountable and working towards a shared vision.

Product Team Approach in Software Development Agencies

In the world of software development, it's easy to get lost in the endless sea of projects and deadlines. But let's be real, who wants to be known for delivering projects that just meet deadlines? We want to be known for delivering products that blow our clients' minds and make them come back for more.

That's why software development agencies that prioritize a product team approach are the real MVPs. These agencies understand that building great products requires more than just checking off boxes on a project management tool. It takes a deep understanding of the customer, constant experimentation, and a willingness to adapt and pivot.

At the end of the day, a product-team approach is all about collaboration and partnership. It's about working closely with our clients to understand their vision and goals, and using our expertise to turn that vision into a reality. Choosing the right product development agency is always important because The Best Product Need The Best Partners.

Challenges of Adopting a Product Team Approach in Development Agencies

Switching to a product team approach in software agencies is not always a walk in the park. In fact, it can be a challenging journey that requires commitment, patience, and flexibility. Here are some of the challenges that organizations face when adopting a product team approach:

• Making the shift: Changing from a project team approach to a product team one requires a significant shift in mindset, processes, and culture. Resistance to change can hinder adoption, so it's crucial to communicate the benefits of the new approach and involve the team in the transition process.
• Upfront Investment: The product team approach requires a more significant upfront investment in research, design, and development. This investment may not show immediate returns, which can be challenging to manage in terms of resource allocation and budgeting.
• Continuous Learning: Adopting a product team approach requires a commitment to continuous learning and improvement. Teams must be willing to embrace new technologies, methodologies, and best practices to stay ahead of the curve.
• Time Management: Prioritizing product features and tasks can be a daunting task, especially when multiple stakeholders are involved. A product roadmap, regular team meetings, and clear communication channels can help manage time effectively.

Despite these challenges, organizations that embrace a product team approach in software development can reap immense benefits, such as increased customer satisfaction, higher-quality products, and improved team morale. The key is to remain committed to the approach and navigate the challenges with flexibility and adaptability.

NeoITO's Approach: From Idea to Valuable Usable Feasible Viable Products?

At NeoITO, we know that the key to success in software development is to focus on the customer's needs. That's why we've adopted a product team approach that puts the customer at the center of everything they do. Here are some of the key elements of our product team:

1. We're always discovering: We understand that customers' needs are constantly changing. That's why we use continuous discovery to stay on top of the latest trends and make sure our products are always meeting our customers' needs.
2. We're all in this together: NeoITO builds cross-functional teams that include designers, developers, and product managers. This way, everyone is working together to deliver the best possible product.
3. It's all about the outcome: We focus on product outcomes, not just completing projects. This means that we're always looking for ways to improve our products and make sure we're delivering the most value to our customers.
4. We're agile: We use agile development methodologies to ensure that we're able to quickly adapt to changing customer needs and deliver high-quality products.
5. We measure what matters: We measure success based on product value and customer satisfaction. We know that happy customers are the key to long-term success.

Why the product team? Here's our story...

Once upon a time, NeoITO was all about delivering projects on time and within budget, like clockwork. We were working hard, but there was always something missing in our projects. We began to experience various symptoms that indicated our current approach was not working as intended.

We brought our problems to the table (wake-up call):

• We were tired of playing Whack-a-Mole with scope creep.
• We discovered that product discovery is like a treasure hunt, and we kept losing the map.
• We realized that collaboration is like a superpower, and we were missing out.
• Our team members were so focused on tasks, they forgot about the bigger picture - the product!
• We couldn't help but feel like our solutions were a bit too...well, self-centred.
• The "silo syndrome" - when teams work in isolation from stakeholders and the result is a product that misses the mark
• and many more

But as they say, "Change is the only constant in life" (or was it Heraclitus?), and we realized that we needed to change to stay ahead in the game. Instead of solving these problems one by one, we decided to dig deep and uncover the root of our troubles. We realized that our fundamental problem was that we were operating in a project-centric approach, where the focus was on completing specific tasks within a given time frame, rather than on delivering a valuable product to our clients.

Who doesn't love a good pivot?

We began to invest more time and resources into continuous product discovery, ensuring that we were always building the right product that would add value to our clients. We also formed cross-functional teams, with members from various departments, to ensure that all aspects of the product were being considered.

This shift in mindset has allowed us to overcome the setbacks we previously faced and has enabled us to deliver more successful products to our clients.

Of course, making the switch was no easy feat. It required a whole new mindset, a cultural shift within the company, and a willingness to collaborate more closely with clients. But, as the saying goes, "no pain, no gain." And, in this case, the gain was the ability to create products that deliver long-term value to our clients. Talk about a win-win situation!

Parting Thoughts

So there you have it - NeoITO's journey towards adopting a product team approach. It wasn't easy, but we're glad we made the switch. By focusing on creating products that deliver long-term value to our clients, we've been able to stay ahead of the game in the ever-evolving software development industry. And hey, it doesn't hurt that we've become the cool kids on the block with our new approach. So, here's to the product team - it's not just a mouthful, it's the way forward!

Sources of Inspirations

1. Eric Ries. (2011). The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Business. Link
2. Simon Sinek. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action. Portfolio. Link
3. Teresa Torres. (2018). Continuous Discovery Habits. Product Talk. Link
4. Marty Cagan. (2017). Inspired: How to Create Tech Products Customers Love. John Wiley & Sons. Link
5. Roman Pichler. (2017). Strategize: Product Strategy and Product Roadmap Practices for the Digital Age. Self-published. Link
6. Silicon Valley Product Group. (n.d.). Articles. Link
7. "Empowered: Ordinary People, Extraordinary Products" by Marty Cagan and Chris Jones - Link
8. "Product Roadmaps Relaunched: How to Set Direction while Embracing Uncertainty" by C. Todd Lombardo, Bruce McCarthy, and Evan Ryan - Link
9. "User Story Mapping: Discover the Whole Story, Build the Right Product" by Jeff Patton and Peter Economy - Link
10. "The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback" by Dan Olsen - Link
11. "Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days" by Jake Knapp, John Zeratsky, and Braden Kowitz - Link
12. "The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail" by Clayton M. Christensen - Link
13. "Lean Analytics: Use Data to Build a Better Startup Faster" by Alistair Croll and Benjamin Yoskovitz - Link