I’ve spent many years now analysing how technology companies big and small attempt to make a name for themselves and take their product to market. I’ve seen it from many angles, I worked for large enterprise software companies around the world and also worked the due diligence of many mergers and acquisitions of such products. Bringing tech products to market is a continual interest to me and that’s why I continue to love helping companies with product transformation, content production and strategic analysis.
One of the main things I’ve observed is that technology products are successful when the technology behind them is not the key focus. The focus needs to be primarily on what’s in it for the customer, in other words, what problem is the product solving.
It’s easy to make the differentiation. Let me give you a tech example.
In a tech buying world, it is very unusual for the buying process to start with someone wanting to buy “SAML authentication” for example, but they have wanted to buy a product that is “A solution that allows a user to use one password to sign into everything they have rights to”