In his talk, Erez teaches us how understanding your target audience’s needs is the basis for creating a product that users will want, buy (or download), use and love. However, while the process in itself is simple enough, doing it right is a challenge. In this presentation Erez discussed methods for product management, through examples from real life.

1. What YOU see
Is what THEY get
Erez Na’aman
CTO @Scopio

4. What does it mean?

5. Understand the market
Most failures start here –
Misunderstanding your target market leads to the wrong product

6. Listen carefully
Your users know themselves well. Most of what you need to
know is in their answers (If you ask the right questions)

7. Read between the lines
The complicated part is listening to what they don’t
say/understanding when not to listen to what they do say

8. Look at the Big Picture
Start from what is most important, what will make or break your
product. “killer app” is better than a “killer feature”.

9. Details & Features
A good product is in the details (along with the devil)

10. Re-examine
Step by step might lead from a great start to a so-so product.
Always use where you want to be vs. where you are as a compass

11. •Learn the market
•Listen carefully
•Read between the lines
•Look at the Big picture
•Details & features
•Re-examine

12. Thank you! Erez Na’aman
CTO @Scopioerez@scopiolabs.com