As product people, we’re first and foremost in the idea business. We have to come up with great ideas and then make them a reality. While this takes skill and practice, the main ingredient is something that I don’t know how to teach. We depend on smart people for the smart ideas. Sometimes these ideas come from ourselves, but if we depend only on ourselves for the smart ideas, we’re severely limiting our potential.
If your company is like many, there's some natural tension between marketing and product. One often controversial topic is the appropriate role in product creation of market research tools and techniques such as focus groups, customer surveys, site analytics, site visits, usability testing/field testing and competitive analysis. Unfortunately I think this is an area of significant confusion, fueled in part by the various camps – those from a marketing background that may see the benefits of these tools, and those from product that see the limitations. The results is that some product teams miss out because they don’t take advantage of the information these tools and techniques can offer, and other teams go astray because they depend on these techniques to answer questions the tools are incapable of.