The Intersection of Shipping as a Feature and Viral Marketing in Product Development

The Intersection of Shipping as a Feature and Viral Marketing in Product Development

Introduction:
Building a successful product requires a combination of effective decision-making, understanding customer needs, and maximizing growth potential through viral marketing. In this article, we will explore the common points and connections between the principles of shipping as a feature and the lessons learned from viral marketing. By incorporating these guiding principles and strategies, product managers can enhance their ability to create products that not only meet customer expectations but also achieve rapid growth through viral adoption.

Shipping as a Feature:
When it comes to product development, the ultimate goal is to create a product that "just works" and does what it is supposed to do. However, achieving this level of functionality is not easy. Every product goes through iterations and changes based on customer feedback and evolving market demands. This is why shipping, or releasing a product, is considered a feature in itself. It allows product managers to gather data, learn from real-world usage, and iterate on future versions.

Actionable Advice 1: Embrace Iteration and Continuous Improvement:
Regardless of the development timeline, the motion of shipping, learning, and iterating remains the same. By continuously improving the product based on real-world feedback, product managers can ensure that the product aligns with customer needs and expectations. Embrace a mindset of continuous improvement to deliver a product that truly resonates with the target audience.

Actionable Advice 2: Develop a Clear Point of View:
As a product manager, it is crucial to bring a clear and focused worldview to the product. While collaboration and different perspectives are valuable, decisions must be made to move forward. Not everyone will agree on every aspect, but the key is to have a point of view and make decisions based on it. A well-run team understands that reaching compromises is essential, especially when dealing with complex choices that affect multiple stakeholders.

Actionable Advice 3: Consider the Context and Impact of Changes:
When deciding what to prioritize in future iterations, it is essential to consider the context of the product, team skills, business realities, and the potential impact of changes. Incremental improvements may seem tempting, but they can sometimes create unnecessary hurdles for existing and new customers. Make informed decisions that balance the desire for improvement with the potential risks and benefits involved.

Lessons Learned from Viral Marketing:
Viral marketing relies on the concept of exponential growth through customer referrals and sharing. Two key parameters drive viral growth: the Viral Coefficient and the Viral Cycle Time. The Viral Coefficient represents the number of new customers each existing customer successfully converts, while the Viral Cycle Time signifies the time it takes for this conversion cycle to complete.

Actionable Advice 4: Focus on Viral Cycle Time:
Although the Viral Coefficient is important, the Viral Cycle Time has a more significant impact on growth. Shortening the cycle time dramatically increases customer growth. To achieve viral growth, the Viral Coefficient must be greater than 1. Products that thrive on viral adoption are those that are inherently shareable and provide value through social interactions. Consider how you can make your product more social and incentivize customers to share it with others.

Actionable Advice 5: Create a Compelling Value Proposition:
To encourage customers to share your product, it is crucial to ensure that the value proposition is compelling enough for them to share it willingly. Consider what unique benefits or features your product offers that would make customers want to recommend it to others. Additionally, incentivize both the referrer and the recipient to create a mutually beneficial sharing experience.

Conclusion:
Incorporating the principles of shipping as a feature and leveraging viral marketing strategies can significantly enhance the success of product development. By continuously iterating, making informed decisions, and focusing on both the Viral Coefficient and the Viral Cycle Time, product managers can create products that not only meet customer expectations but also achieve rapid growth through viral adoption.

Actionable Advice Summary:

1. Embrace iteration and continuous improvement to align the product with customer needs.
2. Develop a clear point of view and make decisions based on it, while considering the importance of compromise.
3. Consider the context and impact of changes to prioritize improvements effectively.
4. Focus on shortening the Viral Cycle Time to drive exponential growth through customer referrals.
5. Create a compelling value proposition that incentivizes customers to share your product with others.