The Buyer Is Not the User
Who this book is for
Người làm sản phẩm ở doanh nghiệp Việt Nam: product manager, product owner, trưởng nhóm sản phẩm ở công ty phần mềm, ứng dụng di động, sàn thương mại điện tử, fintech và bộ phận số của doanh nghiệp truyền thống; làm việc hằng ngày với kỹ sư, thiết kế, đội bán hàng và chăm sóc khách, thường không có đội nghiên cứu người dùng hay phân tích dữ liệu riêng.
Sound familiar?
- Contracts are won on reporting features while daily staff hate the product.
- Feature requests come through sales, never from the people who use it.
- Renewals are weak and nobody knows if users left or the buyer changed.
- Every large client demands its own customisation.
After reading, you can
Help B2B product people balance buyers, approvers and daily users.
Each chapter answers one question
Chapter 1: Is the customer one person or a whole department?
In my largest customer, who buys, who approves, and who uses?
An enterprise customer is many people with different jobs.
Chapter 2: Is the person who signs the person who uses it?
How can I talk with real users when the contract is in someone else's hands?
Daily users are rarely asked, because the buyer stands in between.
Chapter 3: Do features that sell also make customers stay?
Which features help me sign, and which help customers stay?
The features that win contracts and the features that win renewals are usually not the same.
Chapter 4: Is building for one big client still building a product?
Is this one customer's request a need shared by many customers?
Every customisation for one customer is a product branch you must maintain forever.
Chapter 5: Do customers leave in the last month, or day one?
How do I learn early that a customer is about to not renew?
The renewal decision forms throughout the year, not in the final month.