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Stop Segmenting B2B Customers by Company Size. Start Looking at How They Use Your Product
One of the first things I noticed while working on B2B products was how quickly we defaulted to company size when talking about customers. Enterprise. Mid-market. SMB. It was easy to understand and even easier to put into a spreadsheet. But over time, I realized something important. Two companies with 5,000 employees could use the…
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Building a Discovery Culture: Making Curiosity Part of How Teams Work
I’ve worked in product teams where discovery was treated as a phase. We would conduct interviews. Write requirements. Validate an idea. Then move on to delivery. It looked like a healthy product process. But over time, I noticed something. The teams that consistently made better product decisions weren’t necessarily doing more discovery. They had simply…
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Progressive Disclosure: Don’t Show Users Everything on Day One
One of the easiest mistakes to make during onboarding is trying to explain too much. I’ve seen onboarding flows where new users are introduced to dashboards, settings, integrations, advanced features, permissions, reports, and shortcuts before they’ve even completed their first task. The intention is understandable. We want users to know everything the product can do.…
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Product Tours: Helpful Guide or Just Another Thing to Skip?
I’ve lost count of how many times I’ve seen a product tour appear immediately after signing up. “Welcome to the platform.” “Here’s your dashboard.” “Here’s where you manage settings.” “Here’s our latest feature.” “Click Next.” By the fifth or sixth screen, I usually want to click Skip. And that made me wonder: Do product tours…
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Smoke Tests: Learn Before You Build
One of the most expensive mistakes in product management is building something customers never wanted. It sounds obvious, but it happens more often than we like to admit. A team can spend weeks designing a feature, months developing it, and significant effort launching it, only to discover that customer interest is far lower than expected.…