Why Products Fail

Startups often find themselves in a perplexing predicament: they build exceptional products that fail to resonate in the market. The architecture is robust, features are powerful, and the design is elegant, yet these products stumble when faced with a critical inquiry from potential customers: “What will this change in my business in the next 90 days?” 

This query is a litmus test that separates successful products from those that languish in obscurity. When posed with this question, teams frequently slip into a mode of listing features: dashboards, automations, AI capabilities, and other impressive functionalities. While these features are indeed valuable, they fail to address the core of what customers truly seek—tangible business outcomes. 

Customers do not buy tools; they invest in outcomes. They are looking for solutions that will deliver measurable results, improvements, or efficiencies they can present to their CFO, COO, or board. They want to know how a product will impact their bottom line, enhance productivity, or drive revenue. When product teams cannot clearly articulate the business outcome their product delivers, they risk losing the very audience they aim to serve.

This leads us to an uncomfortable truth that many product teams must confront: If you cannot convince yourself of the business outcome your product delivers, it is time to reassess your product and your organization. 

This shortfall does not stem from a lack of impressive features; rather, it is a failure to establish a strong, clear, and believable outcome—even internally. When teams are unable to articulate the value of their product in terms of business impact, they create a disconnect that can derail even the most promising initiatives.

The transformation begins when teams adopt an outcome-first approach to positioning their products. Shifting the focus from features to outcomes can dramatically alter the trajectory of a product’s market acceptance. Here are several ways this shift can enhance product success:

1. **Products Become More Focused**: By centering the development process around desired outcomes, teams can prioritize features that directly contribute to achieving those goals. This leads to a more streamlined product that meets customer needs more effectively.

2. **Sales Conversations Become Sharper**: When sales teams are equipped to discuss outcomes rather than just features, they can engage in more meaningful conversations with prospects. This alignment with customer priorities helps establish a stronger connection and builds trust.

3. **Stakeholders Align Faster**: A clear articulation of business outcomes fosters alignment within the team and among stakeholders. When everyone understands the goals and value proposition, collaboration becomes more fluid, leading to better decision-making.

4. **Roadmaps Get Cleaner**: With a focus on outcomes, product roadmaps can be more concise and impactful. Teams can prioritize initiatives that drive the most significant value, avoiding distractions from less impactful features.

5. **Customers Instantly Understand Why the Product Matters**: When a product is framed around measurable business outcomes, customers can quickly grasp its relevance to their operations. This clarity aids in their decision-making process and increases the likelihood of adoption.

In your next pitch, challenge yourself to skip the feature tour. Instead, lead with one measurable business outcome that resonates with your customer’s core concerns. This shift in perspective can transform how your product is perceived in the market.

As you reflect on your experiences in product management, consider this: How do you frame your product for maximum impact? What strategies have you employed to ensure your team articulates outcomes rather than features? Engaging in this dialogue can lead to valuable insights and foster a culture of outcome-driven thinking within your organization.