Master coach instructor, creator of Metacognitive Programming, a coaching and therapeutic technique. Founder and CEO of Think Meta.
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The majority of those who work on product creation do so by following a set of principles. These principles are usually framed as statements and guidelines for product-related decision-making. People often ask me whether I have any principles I rely on while creating my products. I have eight such principles and will share them with you here.
1. Marketing research is of little use.
Researching the market may provide valuable insights into current or past market trends. Yet, marketing research does not speak about future trends. In other words, marketing research may help you find out what happened before and what is happening now, but it cannot help you find out what will happen in the future. And the future is what we are interested in the most.
So instead of doing marketing research, create products based on your vision—create a product you believe will be valuable.
2. Continue to test your product.
See how your product behaves when confronted with different issues. Observe what happens. If it breaks or in any way reacts poorly, make it better. Repeat the process a thousand times.
3. Do not rest until the last problem has been solved.
This principle is related to the previous one and may sound fairly similar, but the previous principle emphasizes functionality, whereas this principle highlights constant innovation.
Specifically, some people create a particular product and consider the job done. I am not one of those people. As product creators, I believe we should live in a constant state of innovation. It hardly ever happens that the first version of your product is so good that nothing can be done to improve it further. Revise until you have truly created the ideal.
Perfection exists and is a signature of excellence.
4. The product must be expressive.
The design itself should be open and delightful. It should be inviting. And it should speak to the consumers.
5. Let the market show you rather than tell you.
Do not put much faith into verbal feedback regarding your product’s success, whether that feedback comes from random people or critics. Instead, let the market show you. If your product sells, you have done a good job, and you do not need anyone to confirm or dispute that. (Note, however, that I am not saying you should not listen to anyone commenting on your product overall.)
6. Seek product development advice only from those who have already built something meaningful.
As I said, the market will speak about your product’s success. However, I do sometimes listen to people commenting on my products and consider whether I resonate with what I hear from them. Sometimes their comments help me come up with new ideas.
Yet, when I need help or advice, I carefully choose whom to seek it from. I look for qualified people who have already created something meaningful—something better than what I have created so far. I do not waste my time on anyone else. Not everyone can offer valuable, constructive advice, so choose those who have demonstrated their quality.
7. Challenge every doctrine.
Many people blindly believe—in heroes, legends, theories, certain principles, etc. Let them have their "religions" but do not blindly follow any of these. Be curious and question everything. Remember, you can stay free.
8. There is no need to be super smart—being obsessive will suffice.
The biggest myth of all is that you must be brilliant if you want to create a great product. It is simply wrong. Based on my own experiences and those of many other people, you do not have to be a genius to create something extraordinary. Being obsessive about what you do and what you aim to create is more than enough.
Conclusion
I use these eight principles as guidelines when creating products in my niche.
If I had to use only a few words to describe the principles I rely on, I would say: Believe in what you are about to create and your ability to create something excellent. Challenge your product and yourself. Let the product speak of itself, and the market speak of its value.
Hopefully, some of my principles will prove to be of value to you as well. However, do not follow these principles blindly. Instead, think about them—take what aligns with you and your company and ignore what does not. After all, one size hardly ever fits all.
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