In today’s world, what makes a good product great isn’t just about delivering the bare minimum. It’s about exceeding expectations and offering more value. Here are the top five qualities that product managers and business owners should aim for to achieve product success.
1. Exceptional value
Every successful product in the market, whether it’s digital products like Apple’s iPhone or a simple grocery service, starts with a single mission — to solve a user’s problem. But in the crowd of multiple solutions, your product or service needs to stand out. Offering a unique solution that significantly improves a user’s life is what distinguishes a great product from a good one.
For instance, when Dyson introduced their bagless vacuum cleaners, they didn’t just solve the problem of cleaning; they also eliminated the recurring cost and inconvenience of replacing bags. Similarly, Uber revolutionized the transportation industry by solving the problem of booking a taxi with a simple tap on your phone, which was a game-changer in urban commutes.
What to do:
- Understand your user needs thoroughly.
- Engage with your target audience, conduct surveys, and listen to their problems.
- Design your product in a way that not only solves their problem but also does it in a unique and better way than the competition.
2. Exceptional value proposition
Your product’s value proposition is the key reason why a customer would choose your product over others. It’s all about the significant value that your product brings into the customers’ lives, something they wouldn’t get elsewhere.
A value proposition explains why prospects should buy your product instead of your competitor’s. It is a concise, compelling description of your product, your customers, and your market.
A prime example of this is Amazon Prime. By offering fast, free shipping, access to Prime Video, and a host of other benefits in one package, Amazon provides significant value to customers, making it hard to resist. On the other hand, Spotify offers a value proposition of unlimited access to music and podcasts from around the world, which sets it apart from traditional music platforms.
What to do:
- Clearly articulate your product’s unique selling points in your product messaging.
- Highlight the benefits and how it can enrich the daily lives of your customers.
- Make sure your marketing plan consistently communicates this value proposition to your specific audience.
3. Superior customer service
Even a product with high potential can fail because of poor customer service. Great products are backed by exceptional customer service, which ensures that the user need and queries are addressed promptly and efficiently.
Companies like Zappos have built their brand around extraordinary customer service, going above and beyond to meet customer needs, even if it means directing them to a competitor. Similarly, Ritz-Carlton empowers its employees to provide exceptional service, even providing a discretionary budget to resolve customer complaints or enhance their stay.
What to do:
- Invest in a dedicated customer service team.
- Implement customer feedback systems.
- Regularly review and update your service protocol to meet evolving customer needs.
4. Intuitive and user-friendly
No matter how sophisticated the information technology behind a product, if it isn’t easy to use, it won’t have mass appeal. Great products are intuitive and make the user’s life simpler, not more complex.
Think about Apple products; they are celebrated for their intuitive design. Despite being powerful, they’re easy enough for anyone to use, which has been key to their mass appeal. Similarly, Google’s suite of products, including Google Search, Google Docs, and Gmail, are user-friendly, which has helped them gain widespread adoption.
What to do:
- Design your product with user requirements in mind.
- Conduct usability tests and continuously iterate based on feedback.
- Remember, a great product manages to be both powerful and easy to use.
5. Continually evolving
The needs and preferences of users change with time. A great product never stops evolving to meet these changing demands and trends. It continually adapts, improves, and innovates to offer more product value.
Netflix started as a DVD rental service, but as customer preferences evolved, so did they. They moved to online streaming, and now, they are leading content creators themselves. Likewise, Microsoft has consistently evolved its product portfolio, from a pure operating system provider to a full-fledged cloud solution provider, adapting to the changing needs of the technology landscape.
What to do:
- Always keep an eye on market trends and feedback.
- Regularly update your product to keep it relevant and valuable.
- Encourage a culture of innovation and improvement in your team.
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Conclusion
Making a product successful is about understanding and fulfilling your user’s needs better than anyone else. It’s about providing significant value, prioritizing customer service, and continually evolving to enhance the user’s life in today’s ever-changing world.
