Comments on Cauvin: Who "Owns" the Product?

Thanks for the question, Samantha. I use the term...

2011-12-30T11:13:56.342-06:00

Thanks for the question, Samantha.

I use the term "marketing principle" to refer to a universal principle that guides strategy for any product or brand. These marketing principles are often counter-intuitive.

The best reference I've seen for these principles is The 22 Immutable Laws of Marketing, by Al Ries and Jack Trout.

Great article! I just want to clarify for myself w...

2011-12-30T10:59:51.197-06:00

Great article!
I just want to clarify for myself what exactly you mean by "marketing principles" in "She does so by leading the process of eliciting and sharing market knowledge and applying marketing principles to form the basis for sound product decisions".
Thanks.

Thanks for this timely post Roger. Many points in ...

2011-12-07T09:16:52.521-06:00

Thanks for this timely post Roger. Many points in here struck a chord with me and my new PM gig at a new company. I have found that each member of the team has strengths and plays roles that contribute to the team effort, and ultimately to market acceptance and product profits. They all feel visibly accountable for the success of the product and the team. As such, each is continuously looking for ways to improve both the product and the process surrounding its development. To this end, the company has a great vibe and is doing reasonably well.

The other nice part of team effort is the coverage that occurs. There isn't the finger pointing and saying it's not my job. Someone realizes the need and picks up the slack. It is team ownership.

Great article - and I think your "imagine you...

2011-12-06T08:48:11.490-06:00

Great article - and I think your "imagine you disagree with the designer" example really crystallizes the ownership labeling issue.

Either you "own" the product or you don't.

I do, personally, like the notion of personal accountability - I personally feel accountable for the success of my products, even if I don't "own" all of the decisions. Everyone on the team can feel this way - and you're right, wow does it make a difference when they do.

Really great points here. I think I'm done using the "president of the product" phrase too.