The Importance of Shipping and Decision-Making in Product Management

The Importance of Shipping and Decision-Making in Product Management

Introduction:
In the fast-paced world of product management, the ability to ship a product successfully is crucial. Customers value products that simply work and do what they are supposed to do. However, achieving this can be challenging as the dynamics of design often work against it. In this article, we will explore the guiding principles for product managers who build things, emphasizing the importance of shipping, decision-making, and the value of context.

The Significance of Shipping:
Shipping is not just a process; it is a feature. It is the ultimate goal of product development because it allows the product to reach the hands of the customers. Every product manager knows the importance of shipping, but it is also one of the hardest things to get right. Throughout the development process, it is common for ideas and plans to change. This is why shipping, learning, gathering data, and iterating are essential. Whether it takes three years or three months to develop a product, the motion of shipping remains the same.

The Power of Decision-Making:
As a product manager, one of your primary responsibilities is to make decisions. Whether it's deciding to include a feature or not, you bring a unique perspective to the product. A great product manager has a clear, focused worldview, just like a person with strong convictions. However, decision-making can be challenging when multiple people are involved. It is essential to remember that not everyone will agree, and reaching a compromise may not make anyone happy. The bigger the team and the more diverse the customers, the more complex the decision-making process becomes.

The Temptation of Incremental Improvement:
After shipping a product, the temptation to tweak and improve things may arise. While incremental improvements might seem beneficial in the short term, it is crucial to consider the impact on existing and new customers. Sometimes, these incremental changes can create speed bumps and hinder user experience. As a product manager, it is essential to assess whether touching the code again is worth the risk. Context is everything in decision-making, and weighing the skills and experience of the team, the business's current state, and execution capabilities are critical factors.

The FreeMarkets Legacy and Lessons Learned:
The FreeMarkets acquisition serves as a valuable lesson for product managers. FreeMarkets focused on optimizing the offline sourcing process and transitioned it into competitive reverse auctions online. However, their failure to transform their success into a sustainable enterprise software or SaaS business model proved to be Ariba's gain. Ariba acquired FreeMarkets and its intellectual property, benefiting from the Pittsburgh shared-services center and customer-facing executives. This highlights the importance of adapting business models to ensure long-term success.

Actionable Advice:

1. Embrace the iterative process: Ship, learn, gather data, and iterate. This approach allows for continuous improvement and helps adapt to changing customer needs.
2. Emphasize the importance of context: Consider the skills and experience of the team, the business's current state, and execution capabilities when making decisions.
3. Evaluate the impact of incremental changes: Before making incremental improvements, assess whether they genuinely enhance the user experience or create unnecessary obstacles.

Conclusion:
Shipping and decision-making are fundamental aspects of product management. The ability to ship a product successfully and make informed decisions greatly impacts a product's success. By embracing an iterative process, considering context, and evaluating the impact of incremental changes, product managers can navigate the complexities of building and improving products effectively. Remember, shipping is not just a process; it is a feature that brings value to customers and drives the success of your product.