Hi there. Since our Webinar What is Product Success? A Look at Key Metrics That Everyone Can Buy Into earlier this month, I have found the importance of good goal setting cropping up in a lot of conversations. So in today’s newsletter, we’ll take a look at why goal setting is important and some of the ways in which it can be done. I’ve included a TL;DR version for those of you who are short of time.
As always, reach out to me at firstname.lastname@example.org with any questions, ideas, or anything at all you’d like to share.
Why goal setting can be seen as the most important piece of product
Previously, we’ve touched upon communication and the importance of speaking the same language of other departments. One of the best ways to do this is to have mutually defined and agreed upon goals. Language is important; numbers are more tangible.
The main importance of goal setting at the most senior levels is that you want everyone pulling in the same direction. It’s fairly obvious. However it can be overlooked or, more frequently, multiple goals are set, which can be interpreted in different ways.
Dow Jones articulated this well in the following slide on why data is the key to transforming the company’s products:
I can’t count the anecdotal stories I have heard about incredible products and services that have been built but haven fallen flat because they don’t meet company goals. For example, this week I heard about ... CONTINUE READING
Our colleagues are our customers. Find out what their goals are.
Department goals should wrap up into company goals to ensure everyone is pulling in the same direction.
Define the metrics that will be used to measure goals and ensure there is trust/respect for the underlying proof points and data.
Consider using an established framework such as OKRs.
Knowledge share: Do you have a product achievement to share?
Designing for goals
In a previous newsletter I shared this tweet to mull over:
It spoke to me because I love how seamless Apple’s products and service are. And Amazon drives me mad with it’s clutter, even though I use it almost every day.
Guarav Sachdeva, chief product officer at Singapore Press Holdings, recently told me he had also been thinking about this tweet and why it didn’t sit well with him. It’s because ... CONTINUE READING
- Gannett: Relationships Trump Everything Else: Forbes CXO series speaks with INMA member Gannett about the intersection of product and marketing. A 20-minute discussion that lays out the importance of relationships and getting incentives to align within an organisation.
- Digital transformation at The Times of London by INMA member Alan Hunter: We can learn so much from looking back, and Alan gives an excellent account fresh from his tenure. I particularly enjoyed his journey from editorial to product.
- How Apple Is Organized for Innovation in HBR: An excellent take on how Apple is organised: “Apple relies on a structure that centers on functional expertise. Its fundamental belief is that those with the most expertise and experience in a domain should have decision rights for that domain.“
- Camera Obscura: Beyond the lens of user-centered design on the limitations of user-centered design.
About this newsletter
Today’s newsletter is written by Jodie Hopperton, based in Los Angeles and lead for the INMA Product Initiative. Jodie will share research, case studies, and thought leadership on the topic of global news media product.