I have 15+ years of experience in technology and product management in startup and scale-up companies. My experience spread across insurtech, adtech, retail-tech and social media, ranging from B2C to enterprise B2B. I am currently the Head of Product and Engineering and a founding member at Relay Platform, which led the product company to an exit early this year.
My Mentoring Topics
- Product Discovery and Validation
- Startup
- Product Leadership
- Product and Engineering Team Management and Organization
- Innovation
- Software Development Leadership
- Product Design
- User Research
O.
28.September 2023Great session with Edmund, answered questions I had with respect to his expertise; product management. He also shared a few helpful resources.
M.
24.March 2023Thank you, Edmund for your time. The session helped me understand product management a little better and provided me with enough information to start travelling in the right direction. I would like to keep in touch with you and discuss further in future. Thanks again for taking the time to meet me.
The Mom Test - How to talk to customers & learn if your business is a good idea when everyone is lying to you
Rob Fitzpatrick
Key Facts and Insights from The Mom Test: Everyone is lying to you: Not necessarily out of malice, but because they want to be supportive, encouraging, or polite. This is why it's not always wise to rely on friends and family for honest feedback about your business ideas. The Mom Test: A set of rules to help entrepreneurs get honest feedback. It involves asking about the person's life rather than their opinions about your idea. The test is passed if it gives valuable insight, regardless of whether the person knows about your idea or not. Focus on the problems: It's important to not just talk about your solution, but to also understand the problems that your potential customers are facing. This understanding is key to developing a product or service that truly meets their needs. Ask good questions: The quality of the feedback you get largely depends on the quality of the questions you ask. Avoid compliment-seeking, future hypothetical, and generic questions. Look for commitment or advancement: People's actions speak louder than words. Look for indications that they're willing to commit time, reputation, or money to your idea. Don't pitch your idea right away: Instead, have conversations about their life, challenges, and needs. This will help you to see if your idea fits into their life. Iterative learning: There's continuous learning involved in customer conversations. Each conversation should help you refine your idea and improve your understanding of your customers. Ask for concrete facts from the past: Instead of asking what they would do in the future, ask for specific instances in the past. This will give you a more accurate picture of their habits and needs. Don’t forget to follow-up: The conversation doesn't end once you've gathered information. Follow-up to clarify doubts, validate your assumptions, and maintain the relationship. Take notes and stay organized: Keep track of your conversations and learnings. This will help you see patterns, make connections, and track progress over time. In-depth Summary and Analysis "The Mom Test" by Rob Fitzpatrick provides a practical guide for entrepreneurs to validate their business ideas by talking to potential customers. The book's name comes from the idea that if you ask your mom whether your business is a good idea, she would most likely say yes to encourage you. But such kind of feedback, while well-intentioned, can lead to false positives and potentially result in business failure. Everyone is lying to you, not with the intention to deceive but to encourage or be polite. Friends and family, in particular, will often tell you what you want to hear, which makes their feedback untrustworthy. This is why Fitzpatrick introduces The Mom Test, a set of rules designed to get honest and useful feedback from anyone. The test entails asking about the person's life rather than their opinions about your idea. It's passed if it gives you good insights, regardless of whether they know about your idea or not. Understanding the problems that your potential customers are facing is as important as developing your solution. This perspective aligns with the principles of design thinking, a problem-solving approach that starts with understanding the user's needs. It's easy to fall in love with our ideas and ignore the problem we're trying to solve, but the real value lies in solving a problem that's significant to the customers. Asking good questions is key to getting valuable feedback. Fitzpatrick advises against asking for flattery, hypothetical questions about the future, and generic questions. Instead, we should ask about specifics in the person's life, their problems, and their needs. This concept is reminiscent of the Socratic method, a form of cooperative argumentative dialogue to stimulate critical thinking and to draw out ideas and underlying presumptions. Commitment and advancement are the real indicators of interest. People's actions are more reliable than their words. If they're willing to invest their time, reputation, or money in your idea, it's a good sign that they value it. This is in line with the Lean Startup methodology, which emphasizes the importance of validated learning and real customer feedback. Don’t pitch your idea right away, Fitzpatrick advises. Start by having conversations about their life, challenges, and needs. This is a form of customer discovery, a process used in Lean Startups to understand customer problems and needs. By exploring these areas first, you can see if your idea is a fit for their life. Iterative learning is integral to the process. Each conversation should help you refine your idea and improve your understanding of your customers. This aligns with the scientific method and the idea of forming a hypothesis, testing it, analyzing the results, and refining the hypothesis based on the findings. Asking for concrete facts from the past instead of future predictions can give you a more accurate picture of their habits and needs. This is because people are notoriously bad at predicting their own behavior, a concept known in psychology as the intention-behavior gap. Following up is crucial to validate your assumptions, clarify doubts, and maintain the relationship. This is similar to the concept of customer relationship management, which emphasizes the importance of maintaining a continuous relationship with customers. Finally, taking notes and staying organized is important to keep track of your conversations, see patterns, and track progress over time. This is akin to data management practices in research, which emphasize the importance of organizing and managing data for accuracy and reliability. In conclusion, "The Mom Test" provides practical, actionable advice for entrepreneurs to validate their business ideas. The book's principles align with established methodologies like Lean Startup, design thinking, and the scientific method. By applying these principles, entrepreneurs can avoid false positives, understand their customers better, and increase their chances of business success.
ViewProduct-Led Onboarding: How to Turn New Users Into Lifelong Customers
Ramli John
Key Facts and Insights from the Book Product-led onboarding is a fundamental strategy for any business that aims to convert new users into lifelong customers. The book emphasizes the importance of first impressions in product usage, stating that the first user experience can significantly impact a customer's long-term relationship with a product or a brand. It outlines a step-by-step process for creating an effective onboarding process, starting from understanding the needs and motivations of new users to implementing a data-driven approach for continuous improvement. The book also explains the role of behavioral psychology in user onboarding, offering insights into how understanding user behavior can enhance the onboarding experience. Onboarding is not a one-time event, but an ongoing process. The book emphasizes the need for continuous product improvements based on user feedback and changing market conditions. The author introduces the concept of 'Aha!' moments, those instances during the onboarding process when a user realizes the value of a product, and suggests strategies to guide users towards them. The book provides real-world examples and case studies from successful companies that have implemented product-led onboarding strategies. It emphasizes the importance of cross-functional collaboration in developing and executing a successful onboarding strategy. The book also introduces the Onboarding Performance Score (OPS), a metric to measure the effectiveness of your onboarding process. The author discusses the role of technology in enhancing the onboarding process, including the use of automation and personalization tools. Finally, it provides practical tips for implementing the theories and concepts discussed, making it a useful guide for both startups and established businesses. Deep-Dive Analysis and Conclusions In Product-Led Onboarding, Ramli John offers a comprehensive guide on how to turn new users into lifelong customers. The book provides a fresh perspective on the onboarding process, placing the product at the center of the strategy. The author starts by explaining the importance of first impressions and how the initial user experience can significantly influence a customer's long-term relationship with a product or brand. This aligns with the adage, "You never get a second chance to make a first impression," which is highly relevant in today's competitive market. Ramli John presents a step-by-step process for creating an effective onboarding process. This systematic approach begins with understanding the needs and motivations of new users. It's crucial to identify the problems your product solves for the customer and communicate this effectively during onboarding. The book’s insights into behavioral psychology can be a game-changer for businesses. By understanding user behavior, companies can tailor the onboarding experience to meet users' specific needs and preferences, thereby increasing engagement and retention rates. One of the standout concepts in the book is the idea of 'Aha!' moments. These are the moments during the onboarding process when a user realizes the value of a product. By effectively guiding users towards these 'Aha!' moments, businesses can drastically increase the chances of users becoming lifelong customers. The author also emphasizes that onboarding is an ongoing process. To stay competitive, businesses need to continuously adapt their products based on user feedback and changing market conditions. The real-world examples and case studies provided in the book offer valuable insights into how successful companies have implemented product-led onboarding strategies. These examples serve as practical guides for other businesses aiming to improve their onboarding process. Cross-functional collaboration is another key theme in the book. The author stresses the importance of different departments working together to develop and execute a successful onboarding strategy. The introduction of the Onboarding Performance Score (OPS) is a valuable addition. This metric can help businesses measure the effectiveness of their onboarding process and identify areas for improvement. Lastly, the book discusses the role of technology in enhancing the onboarding process. From automation tools to personalization techniques, businesses have a range of technologies at their disposal to create a seamless and engaging onboarding experience. In conclusion, Product-Led Onboarding is a must-read for any business aiming to convert new users into lifelong customers. It provides a comprehensive guide to building an effective onboarding strategy that is centered around the product and the user. The book’s practical tips, real-world examples, and the introduction of the OPS make it a valuable resource for both startups and established businesses. By implementing the concepts discussed in the book, businesses can not only improve their onboarding process but also enhance customer retention and long-term growth.
ViewThe Five Dysfunctions of a Team - A Leadership Fable
Patrick M. Lencioni
Key Facts and Insights: The fundamental premise of the book is that teams often fail due to five common dysfunctions, which are: Absence of Trust, Fear of Conflict, Lack of Commitment, Avoidance of Accountability, and Inattention to Results. The book uses a business fable approach to convey the message, following a fictional company and its new CEO who identifies and resolves these five dysfunctions. The first dysfunction, Absence of Trust, is rooted in the team members’ unwillingness to be vulnerable and open with each other. This leads to a lack of trust and a fear of making mistakes. The second dysfunction, Fear of Conflict, arises from the team's inability to engage in unfiltered, passionate debate about things that matter, leading to inferior decision-making. Lack of Commitment is the third dysfunction, where team members, due to lack of clarity or buy-in, fail to fully commit to decisions, causing ambiguity about direction and priorities. Next is the Avoidance of Accountability, where team members hesitate to call out peers on their actions and behaviors that can potentially harm the team. The final dysfunction is Inattention to Results, where team members put their individual needs (such as ego, career development, or recognition) above the collective goals of the team. Through the fable, Lencioni provides practical advice for overcoming these dysfunctions. He suggests building trust through vulnerability, encouraging constructive conflict, gaining commitment through clarity and buy-in, holding team members accountable, and focusing on collective results. The book is not just about identifying the dysfunctions but also provides a model and actionable steps to overcome these dysfunctions and build a cohesive and effective team. At the heart of the book lies the idea that success in any team is dependent on overcoming these dysfunctions and working together towards a common goal. An In-Depth Summary and Analysis: "The Five Dysfunctions of a Team - A Leadership Fable" by Patrick M. Lencioni is an insightful book that unveils the reasons why teams often fail and offers practical advice on how to overcome these issues. Lencioni uses a business fable, a unique approach that combines storytelling with business principles, to illustrate his points and make the book relatable and engaging. The first dysfunction, Absence of Trust, is linked to the unwillingness of team members to be vulnerable and open with each other. This lack of transparency creates a culture of fear, where team members are afraid to make mistakes or take risks. As a long-standing academic in this field, I've seen how this lack of trust can paralyze a team, stifling creativity and innovation. Overcoming this dysfunction requires creating a safe environment where individuals feel comfortable expressing their thoughts, ideas, and potential misgivings. The second dysfunction, Fear of Conflict, stems from the team's inability to engage in meaningful, passionate debate about things that matter. This fear of conflict often leads to artificial harmony, where team members pretend to agree even when they have differing opinions. This avoidance of conflict can result in poor decision-making, as not all perspectives are considered. I believe that constructive conflict is a crucial component of a high-performing team. Encouraging open, honest debate ensures that all viewpoints are heard and considered, leading to better, more informed decisions. Lack of Commitment is the third dysfunction, where team members don't fully commit to decisions due to lack of clarity or buy-in. This lack of commitment can lead to ambiguity about the team's direction and priorities. In my experience, clear communication and the inclusion of all team members in the decision-making process can help overcome this dysfunction. The fourth dysfunction, Avoidance of Accountability, occurs when team members hesitate to call out peers on their actions and behaviors that could potentially harm the team. This avoidance often stems from a desire to maintain personal relationships and avoid conflict. However, holding each other accountable is crucial for maintaining high standards and achieving the team's collective goals. The final dysfunction, Inattention to Results, happens when team members prioritize their individual needs above the collective goals of the team. This can lead to a lack of focus on the desired results and a failure to achieve the team's objectives. Focusing on collective results and rewarding team success rather than individual achievements can help overcome this dysfunction. In conclusion, "The Five Dysfunctions of a Team - A Leadership Fable" is an insightful book that provides practical advice on overcoming common team dysfunctions. It highlights the importance of trust, constructive conflict, commitment, accountability, and a focus on results in creating a successful team. As a professor with years of experience in this field, I can attest to the effectiveness of Lencioni's methodology in transforming dysfunctional teams into high-performing ones. This book is an essential read for anyone looking to build or improve their team.
ViewEMPOWERED - Ordinary People, Extraordinary Products
Marty Cagan
Key Insights from "EMPOWERED - Ordinary People, Extraordinary Products" by Marty Cagan Transformation from ordinary to extraordinary: The book emphasizes that ordinary people can produce extraordinary products when empowered with the right tools, knowledge, and environment. Product teams: Cagan emphasizes the importance of autonomous, cross-functional product teams for creating innovative products. Leadership role: The book highlights the role of leadership in empowering teams and fostering a conducive environment for innovation. Product vision: Cagan underscores the significance of a clear, compelling product vision as a guiding light for product teams. User-centric approach: The book promotes a deep understanding of users, their needs, and their problems as key to creating valuable products. Risks and failures: Cagan discusses the importance of embracing risks and learning from failures in the product development process. Continuous learning: The book advocates for continuous learning and improvement both at the individual and team level. Role of technology: Cagan emphasizes the crucial role of leveraging technology to create innovative solutions. Product discovery: The book details the process of product discovery as a means to validate ideas before development. Product delivery: Cagan outlines the importance of efficient product delivery mechanisms for successful product development. Detailed Analysis and Summary "EMPOWERED - Ordinary People, Extraordinary Products" by Marty Cagan is a compelling read that delves into the nuances of creating extraordinary products. The book's central theme is the idea that ordinary people can produce extraordinary products when provided with the right tools, knowledge, and environment. This concept resonates with my years of research and teaching in product development, where I've witnessed the transformative effect of empowerment on individuals and teams. One of the key concepts that Cagan discusses is the importance of autonomous, cross-functional product teams in the innovation process. In my experience, this approach fosters collaboration, allows for diverse perspectives, and accelerates the product development cycle. Cagan goes a step further to discuss the role of leadership in empowering these teams. The book argues that leaders should not merely manage but inspire, mentor, and create an environment conducive to innovation. This aligns with the transformational leadership theory, a concept I frequently reference in my lectures. Another critical insight from the book is the import of a clear, compelling product vision. According to Cagan, this vision serves as a guiding light for product teams, providing direction and fostering alignment. This concept is deeply rooted in goal-setting theory, which emphasizes the significance of clear, challenging goals in driving performance. At the heart of Cagan's approach to product development is a user-centric approach. The book promotes a deep understanding of users, their needs, and their problems as the key to creating valuable products. This aligns with the principles of user-centered design and human-computer interaction, topics I frequently delve into during my lectures. Cagan also discusses the importance of embracing risks and learning from failures in the product development process. This aspect resonates with the concept of a learning organization, where failure is seen not as a setback but as an opportunity for learning and improvement. On the topic of learning, the book advocates for continuous learning and improvement both at the individual and team level. This idea echoes the principles of continuous improvement and lifelong learning, which are foundational to personal and professional growth. Cagan also emphasizes the crucial role of leveraging technology to create innovative solutions. The book points out that technology isn't just a tool but a source of product innovation when used creatively and strategically. Lastly, the book details the processes of product discovery and product delivery. Product discovery involves validating ideas before development, while product delivery focuses on bringing these validated ideas to life. These concepts align with the lean startup methodology and agile development practices, which advocate for iterative development and continuous feedback. In conclusion, "EMPOWERED - Ordinary People, Extraordinary Products" by Marty Cagan offers invaluable insights into the process of product development. It presents a compelling case for empowering individuals and teams, fostering a user-centric approach, embracing risks and failures, and leveraging technology for innovation. In doing so, it provides a comprehensive guide for anyone involved in product development, from beginners to seasoned professionals.
ViewINSPIRED - How to Create Tech Products Customers Love
Marty Cagan
Key Insights from "INSPIRED: How to Create Tech Products Customers Love" Emphasizes that product management is a team sport, advocating for a cross-functional team approach. Illuminates the importance of discovering the right product to build before diving into the development. Reveals the role of product managers as the discoverers of the product, not simply project managers. Encourages adopting an outcome-based rather than output-based approach to product development. Highly recommends the application of prototyping and testing techniques to validate ideas before committing to full development. Asserts the necessity of continuous product discovery for sustainable success. Advises on how to establish a customer-centric culture in a tech organization. Reinforces the value of learning from product failures, not just successes. Insists on the importance of strong leadership in product management. Underlines the need for strategic alignment between the product team and the larger organization. Stresses on the significance of a shared product vision within the team. Deeper Analysis of the Book "INSPIRED: How to Create Tech Products Customers Love" by Marty Cagan, a Silicon Valley product management veteran, is a veritable guide for tech entrepreneurs, product managers, and those aspiring to create successful tech products. Starting with the assertion that product management is a team sport, Cagan underscores the necessity of collaboration among cross-functional teams. This aligns with the concept of Collective Ownership in Agile methodologies, where everyone in the team is responsible for the quality and success of the product. The book extensively discusses the role of product managers, distinguishing them from project managers. Cagan positions product managers as the discoverers of the product. This involves understanding customer needs, exploring market opportunities, and working closely with the product team to create a product that aligns with the business objectives and customer expectations. One of the notable principles that Cagan advocates for is an outcome-based approach over an output-based one. This shift in focus from simply delivering features to achieving desired outcomes is a core tenet of modern product management, emphasizing on value creation rather than just activity. In "INSPIRED", Cagan also emphasizes the importance of continuous product discovery. This is about constantly seeking to understand customers, experimenting with solutions, and validating ideas before committing to full-scale development. The principle resonates with the Lean Startup methodology, particularly the Build-Measure-Learn feedback loop. Prototyping and testing are other key aspects that Cagan discusses. He advises product teams to validate their ideas with low-fidelity prototypes, conduct usability tests, and gather feedback to refine the product. This aligns with the principle of Fail Fast, Fail Often in Agile, which encourages learning through quick experiments and iterations. An essential part of creating tech products that customers love, according to Cagan, is establishing a customer-centric culture. This involves prioritizing customer needs and feedback in the product development process, which is a fundamental principle of Human-Centered Design. Cagan also acknowledges that not all product initiatives will succeed. He encourages teams to learn from product failures and to leverage these learnings to improve future products. This resonates with the concept of a Learning Organization, where failure is seen as an opportunity for learning and growth. Underpinning all these principles, Cagan stresses the importance of strong leadership in product management. He insists that leaders should inspire, guide, and empower their teams to do their best work, which aligns with the concept of Servant Leadership in Agile. Lastly, Cagan highlights the need for strategic alignment and a shared product vision. This implies that all efforts of the product team should be directed towards achieving the strategic goals of the organization, and everyone on the team should understand and be committed to the product vision. In conclusion, "INSPIRED: How to Create Tech Products Customers Love" is a comprehensive guide that offers invaluable insights and practical advice on how to create successful tech products. It should be a must-read for anyone involved in product management, as it encapsulates the collective wisdom of one of the most experienced product managers in the tech industry.
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T.
28.November 2023Thank you Edmund for your time, I truly enjoyed our chat. Edmund is very down-to-earth and open to sharing his experience. I gained a lot of tips and actionable strategies. Hope we keep in touch.