The Difference Between 0→1 and 1→N Product Management

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Sep 17, 2023
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The Difference Between 0→1 and 1→N Product Management
Introduction:
In the world of product management, there are two distinct phases: 0→1 and 1→N. Each phase requires a different approach and focus from the product manager. Understanding these differences is crucial for success in both phases.
0→1 Phase:
In the 0→1 phase, the product manager's main goal is to achieve Product-Market Fit (PMF) as quickly as possible. This phase is all about iterating rapidly and embracing the PDCA (Plan-Do-Check-Act) cycle. The product manager needs to strive to make the product not just 10% or 20% better but aim for a 10X improvement. The focus in this phase should be on gaining confidence that the product can be scaled in the 1→N phase, rather than solely focusing on user numbers or revenue.
1→N Phase:
Once PMF is achieved, the product enters the 1→N phase. In this phase, the goal is to scale the product and aim for a hockey-stick growth curve. To achieve this, the product manager needs to further enhance the unique value proposition or strengths of the product. Companies like Netflix investing heavily in content and Amazon focusing on logistics are examples of efforts to enhance their value proposition.
Trends in App Onboarding:
App onboarding is an important aspect of product management, and understanding the trends in UX can greatly impact user adoption and retention. According to recent trends, the traditional approach of tutorials with multiple screens explaining the app's features is becoming outdated. Instead, a single image or illustration on the initial screen that conveys the app's purpose has become a popular trend. This minimalist approach catches the user's attention and avoids overwhelming them with too much information at once.
The Rise of Tooltips:
In contrast to the traditional tutorials, tooltips have emerged as the main guiding force in app onboarding. Tooltips provide contextual guidance and help users navigate through the app's features seamlessly. They are concise, interactive, and ensure a smooth user experience. The rise of tooltips indicates a shift towards more interactive onboarding methods, which can be challenging to design but are highly effective in engaging users.
Actionable Advice:
- 1. Embrace rapid iteration: In the 0→1 phase, focus on iterating quickly to achieve PMF. Don't be afraid to pivot or make significant changes to the product if it helps in achieving a 10X improvement.
- 2. Enhance the unique value proposition: In the 1→N phase, invest in further enhancing the product's strengths and unique value proposition. This will differentiate the product from competitors and enable scalability.
- 3. Adopt interactive onboarding methods: Stay up-to-date with the latest trends in app onboarding and incorporate interactive elements like tooltips. These methods provide a more engaging user experience and improve user retention.
Conclusion:
Understanding the differences between the 0→1 and 1→N phases of product management is essential for success in each phase. While the 0→1 phase focuses on achieving PMF and rapid iteration, the 1→N phase aims to scale the product and enhance its value proposition. In the ever-evolving world of app onboarding, the trend is shifting towards minimalist designs and interactive elements like tooltips. By incorporating these trends and following the actionable advice provided, product managers can effectively navigate both phases and drive the success of their products.
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