DEFINING SUCCESS
Having worked on different kinds of product and with different teams, there are certain commonalities that surround great projects regardless of the space. Teams that create great performance footwear and teams that create great casual / lifestyle footwear share a principle that I call the “definition of success.”
As a product triad (development, product management, design, etc.), naturally every function arrives to the table with a different vision for the outcome of a project. Even without conscious thought, each member of a product team has an unspoken goal for how they evaluate a successful outcome, and I have found that being upfront and direct with addressing each members’ goal helps transform good product into great product.
Below is a snapshot for how I like to begin work on each project, which often involves delving into the triad with exercises aimed at contextualizing a common definition for success.
CO-BRIEF CREATION
Understanding that each leg of the product triad carries weight for a successful outcome means that each individual owns a share of responsibility for the direction of the product. I find it motivating and liberating for each member of the triad to take an ownership stake in mapping out the geography of a brief so that a product brief ultimately aligns with each members definition of success.
Aligning on common success metrics is a challenge. There can be many interfering priorities from the triad that conflict. Embracing these perspectives and owning them as a team help to rally the effort and move towards excellence.
