Discover our latest Product Management Articles

Introducing a customer-centric approach to product management is crucial for enhancing customer experiences and fostering loyalty and long term product success. Asking customers about the features they require mostly leads to bad product performance and is not the way to go to become a customer-centric product manager or company. David J Bland’s infamous „Product Death Cycle” illustrates precisely this issue. Many people quote Henry Ford, “If I had asked people what they wanted, they would have said faster horses,” suggesting that you should not listen to your customers. In contrast, Lean Startup, Design Thinking, Customer Development, and other innovation methods suggest that you do exactly this – talk and listen to your customers. While that sounds like a paradox, this article aims to help you decide which customer feedback to consider and which one to filter out.

As product managers, we keep hearing that it would be useful for us to learn coding or SQL, or that we should understand how code works, or... But is that true? We also give you tips on what you should really understand technically as a better PM.

Curious about what a product marketing manager (PMM) does? A PMM ensures products meet market needs and drive success by blending product development, marketing, and sales strategies. This guide explores PMM responsibilities, key skills, and paths to advance your career in this dynamic role.

PSPO vs CSPO vs Product Masterclass: Which certification suits you better? We compare the most important aspects of the Professional Scrum Product Owner (PSPO), the Certified Scrum Product Owner (CSPO) certifications and the Product Masterclass, including costs, validity and training requirements.

A product owner is indispensable for digital product development. They define the product vision, manage the product backlog and ensure that the team works to create the greatest added value for customers and the company.

A Scrum Master is central to the success of agile teams. They ensure that scrum practices are applied correctly and support the team in working efficiently and overcoming obstacles. In this article, you will find out exactly what a scrum master does, what their tasks are and what challenges they have to overcome.

What is the difference between "output outcome impact"? And why is it important? Output, outcome and impact play a central role in project and product management. Outputs are the immediate results of your activities, outcomes measure the benefits of these results, and impacts show the long-term effects on your company or users/customers. Understand these differences to improve your products more effectively and achieve sustainable success.

Would you like to certify your skills as a Product Owner and improve your career opportunities? In this article, you will learn all about the different product owner certification options, their benefits and how you can best prepare for them.

Digital transformation refers to the integration of digital technologies into all areas of a company. This is fundamentally changing how companies work and how they offer their customers added value. But what exactly makes digital transformation so crucial for today's companies? In this article, you will learn what digital transformation is, what its goals are and why no company can do without it anymore.