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hey in today's video let's talk about
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what product development is proud
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development is typically the process of
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bringing a new product into the market
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to your customers to your users and it
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includes everything from the very
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beginning when you are doing the
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discovery of what is the problem that
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you're going to try to solve with your
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product all the way to the planning and
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execution of the product and including
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things like delivery potentially
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marketing and maintenance and evolution
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or modifications that you are going to
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do in the future to that product I hope
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that you are not hearing all the sound
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that I hear in the background hopefully
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the microphone is not picking that up
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typically in the beginning what you want
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to do is that you want to discover what
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is the problem that you want to solve
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with your product you just don't want to
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come up with a hope that people need it
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you want to try to solve a problem or a
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need from your users you might want to
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solve a problem by saving them time when
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they are trying to achieve something or
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maybe you are trying to create a product
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by entertaining them so for example
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movies you could think about movies
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being a product you can think about this
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channel being once you have done your
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Discovery you are going to have to
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figure out who are the persons or the
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personas that you are going to provide
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this product for who are your user
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personas your Target customers your
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target audience your users however you
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want to call them and there are going to
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be many things that are critical to do a
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proper product development first of all
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you have to make sure that you
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understand how to build products that's
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typically what is known as product
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management
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second you are going to have to
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understand how users are going to
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interact with your products this is
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going to be typically what your
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designers are going to be doing then you
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actually had to build your product here
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usually you are going to work with your
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engineers who are going to define or
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work in the features that are defined
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together by the people that are involved
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in planning the product not necessarily
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just the engineers not necessarily just
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the problem managers I'm not necessarily
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just the product designers but they
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should be working together to be able to
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define those features and then execute
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them you say this is the role that the
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the engineers are going to be doing then
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you have to be able to Monitor and
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understand how people engage with your
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product here you're going to have people
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from data so data scientists data
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Engineers who are going to be working on
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being able to monitor how people
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interact with your product how they
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behave when they are finding value on it
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and when they're failing to find value
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or how they're getting lost then of
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course you want to make this product
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into some kind of a market opportunity
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you want to be able to address a problem
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that is sizable that there's enough
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people without problem out there so you
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can build a product in a business around
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that product that is profitable and here
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depends on the company there's going to
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be many people working in different in
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this area but what you're thinking about
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the promotion and how to reach the
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market typically this is what is going
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to be driven by marketing to a certain
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degree in some cases also sells things
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might be doing this as well and of
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course as always I'm thinking this from
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a tech product point of view or a tech
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company point of view typically when
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you're doing this product development
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you are going to start with a kind of a
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seed product initial product that is not
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necessarily going to be perfect and it's
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not going to be able to do everything
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that you think that it should be doing
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in the future that's fine what you have
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to do is that you make sure that you are
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able to launch a first product that is
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bringing value to your chosen user
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Persona so to those users that you are
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targeting without first version of the
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product and that you are giving then a
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good experience so that they can find
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the value and they can actually benefit
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from the product that you are building
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and also that it has some key
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differentiation compared to whatever
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other products that are in the market
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that are doing something similar which
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most likely there's got to be some of
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them now there once you launch the
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product you have to see how can you make
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sure that you are not just maybe
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targeting that initial audience that
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might be a relatively small one and how
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can you enlarge and can you reach out to
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other customers in the future or how can
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you bring more value to that first
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initial audience that you've chosen
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depends a little bit on the project
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You're Building you might take one
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direction or another one the reality is
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that most likely what you want to do is
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that you want to grow your product and
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you want to make it that is a profitable
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product that is not losing money of
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course you want to continue building the
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pro and making the solutions that you're
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building better for your customers so
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you have happy customers usually happy
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customers translates into people that
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are going to be willing to pay for the
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value that you are delivering them so
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what you are going to do next is that
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you are going to iterate and iterating
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means that you are going to have to work
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a lot with your customers to understand
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what is that they need where are they
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finding roadblocks in the current
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product and how can you remove this one
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so they can find the value that they
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need to have as soon as possible and in
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some cases you might have Target a very
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small set of features in your product
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you might want to be expanding those
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ones in the future so how can you make
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sure that you are building new
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capabilities in your product without
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making it too complicated this is going
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to be very key for your product to be
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successful because nowadays design a
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user experience are key for products to
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succeed so working with your designers
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working with your user researches for
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them to understand how to solve those
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problems from the users it's going to be
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key and finally you had to launch your
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product this is something that many
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companies maybe Overlook and they just
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throw a pro out there and hold for the
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best and this is not maybe the best
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approach something that's very
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complicated and you can see it in many
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places and in many different situations
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where there are a ton of apps out there
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in the App Store that get very little
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downloads because nobody ever hears
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about them and this is not necessarily
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just about promotion but in many ways
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it's related to promotion obviously but
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how are you going to do your go-to
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Market how are you going to make sure
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that people discover first your product
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how do you make sure that they start
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considering your product as a potential
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alternative for them to take into use
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how can you help them consider in even
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purchasing your product how do you make
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it easy for them to take into use that
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product how can you make sure that they
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when they start using that product they
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don't get lost and they go to some other
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product and keeping them as customers
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for the long term this is typically go
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to market and the customer Journey that
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you have to take into account from the
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very early stages of planning your
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product because in many cases nowadays
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part of this customer Journey it happens
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within the product something that you
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have to plan from the very early stages
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and I forgot to say in the beginning
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when you are planning your product in
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the very early stages you have to make
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sure that you include your potential
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customers your potential users from the
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get-go you want to get their feedback
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and you want to validate that the
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problem that you are trying to solve
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with your product is the problem that
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they are having you don't want to be
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solving a problem that users don't have
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plus you also want to validate the
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prototypes that you are doing initially
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you want to make sure that what you are
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building Towers is something that the
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customers are expecting you to build
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because you don't want to again build up
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shiny new product that nobody
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understands how to use or nobody knows
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how to take the value out of it that
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usually will be a disaster for your
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product because usually when you lose
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customers in the beginning it is very
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difficult for them to get trust again in
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those products people usually try
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something if it doesn't work you just
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drop it move to the next one forget
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about it that is what happens usually so
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just that's something that you have to
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make sure that first impressions that
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you're building or that you are creating
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for your customers are something that is
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going to stick with them and that they
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are going to find that value and that
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they are going to see the vision that
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you are trying to achieve with your
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product so very quickly who is involved
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in product development there's going to
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be a ton of people and ton of estate
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holders involved but typically this is
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going to include different disciplines
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like product management product design
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engineering agile or agile coaching
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however you want to call it data data
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engineering data science data analysts
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it's going to you include user research
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problem marketing potentially program
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boarding however you want to call it a
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hardware you do it in your company how
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do you doing like learning and people
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helping people to learn how to use your
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product sometimes documentation it can
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be many different forms quality
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assurance devops and product growth are
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also some of the traits that are going
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to be included in a nutshell you won't
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include anybody from the get-go that is
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involved in the creation of that product
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and put them to work together helping
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them collaborate and making sure that
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they are able to deliver
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those products that solve your customers
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problems so product development is no
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problem management and neither is
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product design if you want to hear more
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about product management go check out
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this video if you want to hear more
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about product design go check out this
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one I will see you in the next one and
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remember stay safe
