Tag Archives: IT

Launch a Product – Step 1: Define it

Today starts a series of blogs on launching a product.  If you have heard me speak or been around me for 10 minutes, then you have heard me say thatdefine we recently launched 6 products in less than 3 years.  I talk about it so much because I am so proud of this organization for accomplishing such an awesome feat.  What does it take to launch a product? You have to define it.  That sounds pretty basic, huh?  Who would have a product that they couldn’t define?  But the devil is in the details and there are several ways that products need to be defined.  Let’s look at the nuances to better understand why this is harder than it looks.

Define for IT (Engineering)

You have to articulate each feature in detail so IT (Engineering) knows what to build.  This could be a prioritized list of 10-15 things or perhaps 100 small features.  The point is that Product and IT need to be on the same page as to the critical features, and what are the nice additions to be added, time and resources permitting.  But for product management, the product definition doesn’t end there.