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Building Your Business Case (Part 2): Understanding Your Customers and the Market

In Part 1 of this series, we explored how Product Managers can apply Lean Principles to uncover and flesh out new opportunities to deeply satisfy their customers.  

But now, how do you prove that it will truly delight customers, and meet your company’s strategic and financial goals? In this second part of a three-part series, we will discuss the critical tools and skills product managers must use to gain a deep understanding of their customers, and the markets they serve. With these tools, product managers can develop their product and marketing strategy based on facts, not gut feel and opinions, to better ensure product success.  

Part 3 of this series will bring together the results of the first two parts of the series to build a compelling Product Roadmap and Business Case that will pass muster with your executive team.