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The Decoy Effect in Product Design: How an Extra Choice Influences Decisions
Have you ever visited a pricing page and noticed three subscription plans, where the middle option suddenly looks like the most attractive deal? That might not be accidental. Product teams sometimes introduce an additional option to influence how customers evaluate existing choices. This psychological principle is known as the Decoy Effect. It is widely used…
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Building Effective Sales Enablement Material: Helping Sales Teams Sell Product Value
A product can solve a meaningful customer problem and still struggle to gain traction in the market. Sometimes, the challenge is not the product itself but how effectively its value is communicated during the sales process. Sales teams are often the first point of contact for potential customers. They need to understand what the product…
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The Anatomy of a Product Launch: What Happens Beyond the Release Date?
A product launch is often associated with a single date. Teams prepare announcements, publish release notes, update documentation, and make the product available to customers. But the actual launch is only one moment in a much larger process. A successful product launch requires coordination across product, engineering, marketing, sales, customer success, and support. More importantly,…
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Building Messaging for Different Customer Segments: One Product, Multiple Value Propositions
A product can serve multiple customer segments, but that does not mean every customer values it for the same reasons. Consider a project management platform. A team lead might value better task visibility, an executive might care about operational efficiency, and an IT administrator might prioritise security and integration capabilities. The product remains the same,…
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Value-Based Pricing for Digital Products: Charge for the Value You Create
Pricing is one of the most consequential decisions in product management, yet it is often approached as a competitive exercise. Teams look at what competitors charge, estimate development costs, add a margin, and arrive at a price. But there is another way to think about pricing: What is the product actually worth to the customer?…