Featured Post

Build a Product-Driven Company

July 20th, 2012   |   by Frank Addante

If you want to manage a hyper-growth company, start with a great product. Here’s how.

The best product wins. Period.

With a great product comes great customers, and with customers comes revenue and profit, which in turn can be used to build more great products.  It’s a continuous cycle.

That’s why I believe so strongly in a product-driven organization.  That is, a company that focuses all functions on the product.  Sales and marketing become the channels to take that product to market and everything else in the organization-finance, human resources, IT-are there to support the product and those who work on it.

In a product-driven organization, management teams oversee products as if they are each independent businesses.  A product manager is like the CEO of the product, the engineering lead like the CTO, and the top marketer the CMO.  Each one needs dedicated resources for his respective functions and needs control over those resources to drive the plan.  Together, as a product leadership team, they live and breathe their product every day.  The product is their life, their passion.

This team measures its product just like a standalone business.  It strives to meet and balance short-term revenue and profit goals, as well as long-term strategic objectives.   Just like a healthy top-level management team, its members all need to be in constant communication, and always 100% in sync, driving to the same goals.  They may initially differ on direction, but always need to be committed to executing the same plan.  They need to work together as a tight unit-always committed to each other, always working together.  I would never walk into a board meeting out of sync with my management team and would never point a finger at a member of my team in a board meeting; a product leadership team needs to behave the same way.

Scaling and turning one product into multiple products sold in multiple regions is the challenge.  Great companies master this, average companies grow beyond one product, and those who lose sight of it fail.  If you try to manage multiple products with a horizontal company structure (sales, engineering, product management, and marketing are separate silos), you’ll force decision-making in two directions: up to the top of those department and across to the product leads.  No one will have clear ownership, and autonomy becomes impossible.

It’s also very difficult for a company to grow from a single product to multiple products if the company also has to shift from a horizontal organization to one that has multiple product leadership teams.  The challenge will always be decentralizing a common platform or code base, and assigning team members who wear multiple hats to one team.  If you wait for that all to untangle, you’ll never get there.  Rip it apart, make the commitment to a product-by-product managed organization, and you will force untangling to happen.

Great companies like Amazon, Google, and Apple have adopted product-driven structures very successfully.  Jeff Bezos, Founder and CEO of Amazon, walked into the office one day and demanded that everything be separated and run as an independent service.

The team at Apple that built the iTouch is a separate team than the one that built the iPhone.  Though they appear to be similar products, the iTouch team woke up every day thinking about how it could get more people to buy and use the iTouch more often.  That team’s members likely thought about video, music, entertainment, games, which resulted in the creation of the AppStore.  Meanwhile, the iPhone team likely thought about battery life, wireless network connectivity, and email and calendar integration.  If these were the same products, I doubt Apple would have built the iPhone as quickly as it did, and the iPhone probably wouldn’t have been able to launch with the AppStore.  The two teams would have iterated on original products, and in the face of competitive pressure, would have been slower to take big leaps.  Instead, the two products helped each other.

Ironically, the iTouch and the iPhone are also competitors.  The iPhone’s sales cannibalized the iTouch.  But all in all, Apple as a company won and is now the most valuable technology company in the world, known for building the greatest products.  The perfect example of a product-driven organization.



  • alibaba trade manager client download
  • christina milian am to pm download free mp3
  • borderlands modded character download
  • adrian minune omul norocos download
  • aborting video microsoft codec download page
  • bethel live dvd download
  • brenda lee sweet nothings download free
  • bharat sharma vyas songs download
  • ceramic destroyer game download
  • buddha bar music download
  • a r rahman vande mataram video download
  • busybox android download to pc
  • buzzer beat ep 7 download
  • champaign shower lmfao download
  • cartella download windows explorer
  • asus n16 manual download
  • catan a stAdte & ritter download
  • apostila direito constitucional download gratis
  • 3com 3c905 tx driver download windows 7
  • baki b3 zovi mp3 download
  • brincar com o fogo download
  • busybox download to pc
  • baby giggle ringtone download
  • animacje do gothic multiplayer download
  • acrobat reader full download
  • astral projection i doser download
  • boski A?igolo lektor pl download
  • bibi blocksberg staffel 1 download
  • adat shadmehr download mp3
  • canon c300 driver download
  • ain't no way mp3 download
  • 100 ?????? ???N? mp3 download
  • apparat album 2011 download
  • activar modo download samsung galaxy s2
  • baixar filme homem aranha 4 download
  • anonymous os x download
  • angel haze download mp3
  • audio book kindle download
  • asus o'play air firmware download
  • blessings laura story free download mp3
  • bio medical books free download
  • asus p5vdc mx drivers download for xp
  • apics dictionary 13th edition download
  • antes que termine download dublado
  • aAYk yeniden mp3 download
  • atozmp3 telugu free download songs
  • bewafai album songs download free 2010
  • celine dion mp3 free download
  • asus p5n e sli manual download
  • brush download illustrator cs5
  • ambani telugu songs download
  • anya your voice download zippy
  • capella reader mac download
  • android lock ipad download
  • anatomy of reanimation blitzkid download
  • age de glace 4 download fr
  • besplatna muzika za download mp3
  • buffy l'ammazzavampiri stagione 5 download
  • chennai 60028 songs download 123musiq
  • cd dvd druckerei 7 download crack
  • andala rakshasi songs download 320kbps
  • cassia eller para download
  • aarti om jai jagdish download free
  • alejandro dave aude remix download
  • bonus rpk dwie wiadomoAci download
  • autoroute freeware kostenlos download
  • cds de vaquejada para download
  • business plan pro download and crack
  • authentec fingerprint software download windows 7
  • 20 poucos anos download
  • andrea bocelli download romanza
  • astral projection burning up download
  • chilly cha cha music download
  • acero puro hd download
  • caAadores de emoAAes download legendado
  • attitude student's book 3 download
  • adobe acrobat x pro download portable
  • canon sx1 firmware download
  • addictive drums fl studio download
  • bank gothic download for free
  • 7.62 high calibre game download
  • battle realm 2 download
  • android lock iphone download free
  • carbide.ui symbian theme editor 4.0 download
  • ambiance a l'africaine free mp3 download
  • ahmet kaya yemen tA?rkA?sA? download
  • badrinath south mp3 download
  • cam hack download v1.2
  • acer aspire 7730 software download
  • chama negra download tenses
  • blackberry gps software download
  • 2A17 know thy enemy download
  • club dogo download album gratis
  • castellan fisico quimica download portugues
  • cant download bully xbox 360
  • anabela ne zovi me download
  • cliq xt recovery image download
  • canon mp560 treiber download mac
  • canon mx300 driver download windows xp
  • che la luna mp3 download
  • britain's got talent 2008 download
  • bo wodke trzeba pic download mp3
  • arial mt extra bold download
  • camel in action source code download
  • aplikacije za lg p350 download
  • apocalyptica noten kostenlos download
  • caramelldansen download english version
  • canon mx 320 download driver
  • alien vs predator 1 download full
  • chibi vampire vol 6 download
  • canon lbp 3000 software download
  • cinematic orchestra ma fleur download free
  • addison groove bad things download
  • accenture office communicator download
  • brother mfl pro suite mfc 290c download
  • acrobat x pro trial download for mac
  • anas younus free mp3 download
  • canon lbp 3000 driver download winxp
  • a usurpadora download dublado rmvb
  • 38 spec no more download
  • businessplan kostenlos download excel
  • brokencyde dying to live download
  • cartman poker face download
  • barA?o de munchausen download livro
  • autocad structural detailing 2011 download
  • apple airplay utility download
  • arcade fire sprawl soulwax download
  • atmosphere keep steppin mp3 download
  • almanaque abril download gratis
  • bully scholarship edition zip download
  • broadcom 802 11b g driver download
  • a riqueza das naAAes download mcconnell
  • ant smasher download para celular
  • akhiyan nu rehn de mp3 free download
  • alice maciel musicas download
  • amigo fura olho download mp3
  • cancion del mariachi download mp3
  • btoes 2.0 x micro driver download
  • band master complete download
  • achtung die ecke download
  • call of juarez 1 download full game
  • battlefield 3 reloaded free download
  • christmas carols english download
  • alicia a natale puoi download gratis
  • business plan template download word
  • appalaraju songs free download from southmp3
  • businessman sir osthara mp3 download
  • 4shared download kotak kecuali kamu
  • canon pixma mg3150 driver download
  • buika el ultimo dragon download free
  • apostila do stm para download