What has product development got to do with communication?
Product management is about dealing with the relative balance of desirability, feasibility, and viability when it comes to developing a product. Desirability refers to the features and functionality that customers want, feasibility refers to the technical and practical aspects of producing the product, and viability refers to the financial sense of developing the product for the company and its potential success.
But it’s not just about these three factors. Equally important is considering the communication concept that will carry our product and its value offered to the target market. Strong communication concepts can help effectively convey a product's benefits and value to potential users, which can be crucial in generating interest, building trust, and ultimately driving sales.
The aspect of considering the communication concept early on becomes even more important when the product itself is not based on novel technology, but rather using established technology to solve a problem for a niche market and getting paid for that. Here, it is of vital importance that the product managers consider the communication aspects of the value proposition that the product offers, very early on.
Take the example of Apple’s iPhone or Nike’s FuelBand. Both companies recognized the importance of good communication in driving the success of their products, and as a result, developed messaging and designs that effectively communicated their products’ unique value proposition to their target audiences.
Everyone knows the iPhone story and the role communication around simplicity played when the product was launched. However, Nike´s fuel band is lesser known.
The Nike FuelBand was a fitness tracker that measured a user’s physical activity and converted it into a metric called “NikeFuel.” The communication concept behind the FuelBand was centered around the idea of gamification and making fitness fun. Nike marketed the FuelBand as a way to turn everyday activities into a game, where users could track their progress, compete with friends, and set goals for themselves.
The communication concept of gamification helped to differentiate the FuelBand from other fitness trackers on the market and appeal to a wider audience, particularly younger people who were looking for a more engaging way to stay active. This focus on fun and motivation also influenced the design of the FuelBand, which was designed to be lightweight, stylish, and easily worn all day.
In this case, the communication concept played a key role in driving the development and success of the Nike FuelBand, demonstrating once again the importance of good communication in product development.
So, as product managers, let’s not forget the power of good communication in our product development strategy. Let’s ensure our products are functional and appealing and effectively communicated to the target audience. Balancing desirability, feasibility, and viability with effective communication can make all the difference in the success of our product!
One of my go-to articles, describing the problem-solving for product managers is The problem-solvers playbook.