One Knight in Product

Why Product Managers Should Care About Behavioural Science (with Yael Mark, Behavioural Design Product Consultant)

Yael Mark is a behavioural scientist turned product manager, who is passionate about helping others unlock the power of user-centred product design by embracing behavioural science. She believes that understanding human behaviour and cognitive biases can drive better product decisions and stakeholder alignment, as well as make sure we do it ethically.
Episode highlights:
 
1. Behavioural science helps product managers design for real-world users
Behavioural science is the study of how people think, act, and interact with their environments. By understanding human "bugs" and irrational behaviours, product managers can create products that align with user needs, addressing pain points inside and outside the app.
2. Ethics matter when applying behavioural science
It's important to align behavioural tactics with user goals. Ethical applications, like encouraging language learning with Duolingo streaks, contrast with manipulative design patterns that exploit users for profit without delivering real value.
3. Cognitive biases can be leveraged for better product outcomes
Cognitive biases are the shortcuts our brains take to help us make decisions. Common biases like anchoring, cognitive dissonance, and the sunk cost fallacy have an impact in product decisions. For example, Amazon Prime uses cognitive dissonance to encourage consolidated deliveries, appealing to users' environmental consciousness while reducing costs.
4. AI offers opportunities and challenges in behavioural science
AI can accelerate behavioural research by simulating user responses, though it is not yet capable of replicating cognitive biases fully, even when told to exhibit them. However, biases in AI training data may introduce new challenges, requiring vigilance in its application.
5. You can prove the ROI of behavioural science through small wins
Some people will be sceptical, so it's important to tie behavioural science theory to measurable KPIs and you can use A/B testing to demonstrate value. Not everything has to be a big development effort. Even reworking copy to focus on gains instead of losses can drive changes in user behaviour.
Contact Yael
You can find Yael and learn more on YouTube at ProductBS or connect with her on LinkedIn
Related episodes you should like:
Valentine's Special! A Love Letter to Problems, not Solutions (Uri Levine, Founder @ Waze & Author "Fall in Love with the Problem, not the Solution")
Understanding & Interrupting Cognitive Biases in Product Design (David Dylan Thomas, Author "Design for Cognitive Bias")
Using Solution Tests to Make Sure You're Building Products Users Want (Jim Morris, Founder @ Product Discovery Group)
Standing up for User Research... and User Researchers (Debbie Levitt, CXO @ DeltaCX and Author "Customers Know You Suck")
Building Life-Centred Products with Collaborative Product Discovery (Sophia Höfling, Co-founder & Head of Product @ Saiga)
Betting on the Value of Product Design at the Organisational Poker Table (Andy Budd, Executive & Design Leadership Coach & Founder @ Clearleft)
Moving Beyond Survival and Paying Off Your Vision Debt (Radhika Dutt, Consultant and Author "Radical Product Thinking")
Bjarte Rettedal's Hot Take - AI Models Should Be Under Public Ownership or Completely Transparent (Bjarte Rettedal, UX Designer)

Commercialize! Get your Productized Services to Market (with Eisha Armstrong, Author "Commercialize", "Fearless" and "Productize")

Returning guest Eisha Armstrong is the co-founder of Vecteris and author of books like "Productize" and "Fearless", which talk about that tricky journey from a professional services to product organisation. She's back to talk about her latest book, "Commercialize", which gives us the skinny on how to monetise, sell, and market productised offerings in transforming B2B professional services firms.
Episode highlights:
 
1. Product strategy is the heart of successful commercialisation
A successful product commercialisation strategy needs five key elements: Clear market understanding, monetisation approach, marketing strategy, sales process and plan for renewability. More than anything, company leaders need to think about this stuff upfront and not just wing it.
2. Selling to existing customers is often the most effective strategy for B2B services companies
The data shows that selling products to existing service customers, especially as bundles, is typically more successful than trying to enter new markets. It's tempting to try to go downmarket with cheaper, standardised offerings, but this is challenging due to lack of brand recognition and relationships.
3. Packaging is more critical than pricing for success
Many leaders focus on pricing, but packaging is often the bigger challenge. Packages should be designed around market segment needs rather than defaulting to simple "good, better, best" tiers without clear rationale. There must be a clear story for why customers would upgrade from one package to another.
4. Companies need to invest in new capabilities for product success
A common mistake is trying to commercialise products using existing service-oriented sales and marketing teams. Organisations need to plan and budget for different kinds of capabilities and talent, rather than expecting current staff to develop new skills while maintaining their existing responsibilities.
5. Moving to recurring revenue requires organizational change
Shifting from one-time service engagements to recurring product revenue requires changes in how companies measure success, moving from annual revenue targets to customer lifetime value. This transition typically takes several years and requires sustained leadership commitment to stay the course.
Buy "Commercialize"
"More and more professional services firms are “productizing” their services to grow and scale. But successfully marketing and selling standardized services or products is very different from marketing and selling traditional professional services. Commercialize, a follow-on book to Productize, explores why commercializing new ideas is the most significant stall point when B2B services organizations productize. The book then outlines how the most successful firms commercialize packaged services and new products and get to revenue impact fast and efficiently."
Check it out on Amazon or the book's website.
Contact Eisha
You can find Eisha and learn more on the Vecteris website or connect with her on LinkedIn (mention you heard her on the podcast when connecting!)
Related episodes you should like:
Survive the Feature Factory by Applying Product Thinking to Product Thinking (John Cutler, Product Evangelist & Coach @ Amplitude)
The Seven Deadly Mistakes of Productization (Eisha Armstrong, Co-founder @ Vecteris & Author "Productize")
Making Sure you REALLY Know your Customers and Pulling out of Growth Stalls (Adrienne Barnes, Founder @ Best Buyer Persona)
Fearlessly Defeating the Four Horsemen of a Product-Friendly Culture (Eisha Armstrong, Co-founder @ Vecteris & Author "Productize" & "Fearless")
OKIP LIVE! Is Product/Market Fit Really Dead, or Just Resting? (Andrea Saez & Dave Martin, Right To Left)
Chris Locke's Hot Take - Product Leaders Need to Adopt a VC Mindset (Chris Locke, CEO @ Aspire)
Jeremy Kirouac's Hot Take - Founders Need Product Management Training (Jeremy Kirouac, Fractional Product Leader)
Servitising Product Management & Setting Up Product Teams For Success (Jas Shah, Product Consultant)

Solving the Growth Equation to Derive Product/Market Fit (with Andy Budd, Author "The Growth Equation")

Andy Budd is a designer-turned-venture partner who founded one of the UK's first UX agencies before pivoting to help early-stage startup founders make good product decisions and get to product/market fit. He's recently released "The Growth Equation", a book that distils some of the common themes he sees across early-stage companies and aims to give them the best chance of success. We spoke all about the themes from the book, as well as where product management fits into the early-stage equation.
Episode highlights:
1. The Growth Equation is made up of a combination of factors that both drive and drag growth efforts
Driving factors include audience size, audience motivation, speed of value delivery, stickiness and virality. Dragging factors include friction and competitive pressure. There's no specific solution to the Growth Equation, it's about optimising the factors to deliver startup success.
2. Most founders massively overestimate the scale of their MVP, and it could kill their company
What founders think is "minimal" often isn't. Startups burn months and months on what they think is a minimal solution, but it rarely is. There are stories of startups spending 18 months getting their first version out, getting excited, seeing no traction, and then repeating the doom loop. It's important to get stuff out there and into people's hands quickly to see if you can get traction rather than get stuck building things that no one wants.
3. Targeting sophisticated ICPs too early is a death trap
Early-stage founders often aim to attack a broad Ideal Customer Profile, believing that it gives them the best chance of getting traction. They make the mistake of tackling sophisticated, mature customers with a never-ending list of "yes, but also..." requests. It's important for early founders to target beach-head customers so you can land and expand. You also need to ensure that you can respond and adapt your early ICP based on real-world feedback.
4. Founders might not enjoy things like Sales or Marketing, but they've got to do what's right for the company
Being a startup founder means you get to do things you love, like building a product, but you're also responsible for getting it to market. Early sales efforts must be led by the founders; it's a mistake to hire experienced salespeople too soon and expecting them to build your GTM playbook, and external SDR agencies are not going to get your target customers excited about your vision.
5. In early-stage companies, the product manager is generally a project manager and has to bide their time
It's a common problem: A startup founder is encouraged to hire a product manager, but they're still too close to the vision to want someone to join and start challenging everything. They just need to get the ideas out of their head and into the world. "Proper" product management can come later, developed over time, rather than arguing the toss upfront and never getting anywhere.
Buy "The Growth Equation"
"The Growth Equation is your roadmap to early-stage growth, designed specifically for founders navigating the toughest part of the journey: from zero to one. Finding your first customers, figuring out your go-to-market strategy, and scaling your revenue can feel overwhelming when you're up against limited resources and conflicting advice. That's why this book provides clear, actionable steps to help you break through those barriers and take your startup to its first $1M in revenue and beyond."
Check it out on Amazon or the book's website.
Contact Andy
You can catch up with Andy on LinkedIn. You can also check his website.
Related episodes you should like:
Moving Beyond Founder-Led Product Development & Setting PMs up for Success (Jennifer Yang-Wong, VP of Product @ Contrary)
Nailing your Product/Market Fit Strategy by Focusing on the Mission Critical (Maja Voje, Growth Strategy Expert & Author "Go-To-Market Strategist")
The Big Pivot to Reinvent Product Management (Yana Welinder, Founder & CEO @ Kraftful)
Building Great Companies through Community-Led Growth (Lloyed Lobo, Author "From Grassroots to Greatness")
Nailing your Brand Marketing by Embracing your Zone of Genius (Orly Zeewy, Brand Strategy Consultant & Author "Ready, Launch, Brand")
Helping Superhero Startup Founders Stay Away from their Kryptonite (Richard Blundell, Founder @ Vencha & Co-author "The Go To Market Handbook for B2B SaaS Leaders")
Upping Your Odds of BEATING the LinkedIn Algorithm (Ivana Todorovic, CEO @ AuthoredUp)
Jeremy Kirouac's Hot Take - Founders Need Product Management Training (Jeremy Kirouac, Fractional Product Leader)

Jas Shah's Hot Take - Product Management isn't as Glamorous as People Think (with Jas Shah, Fintech Product Consultant)

Jas Shah is a fintech product consultant based in London who helps small startups and management services organizations build winning products, whilst keeping his pulse on the fintech scene.
His hot take? That product management is one of the least glamorous functions in an organisation. It's often portrayed as a sexy role where you're the "CEO of the product" with autonomy and responsibility, but for most product managers, the role is arduous and grating, involving invisible work like coordinating between teams, dealing with competing interests, and working with less authority than expected.
Find Jas on LinkedIn or check out his newsletter, Fintech R&R.
If you'd like to appear on Hot Takes, please grab a time!
Related episodes you should like:
Survive the Feature Factory by Applying Product Thinking to Product Thinking (John Cutler, Product Evangelist & Coach @ Amplitude)
John Cutler's Hot Take - The Instagram-ification of Product Management is Driving us Crazy (John Cutler, Product Educator & Author @ The Beautiful Mess)
The Five Dysfunctions of Product Management Teams (Saeed Khan, Founder @ Transformation Labs)
Practice Makes Perfect: Embracing the Messy Reality of Product Management (Matt LeMay, Product Management Consultant & Author "Product Management in Practice")
Applying Product Management Principles to Life (Miloš Belčević, Author "Build Your Way")
Dean Peters' Hot Take - There's More to be Said About the Instagram-ification of Product Management (Dean Peters, Principal Consultant & Trainer @ Productside)
May Wong's Hot Take - Product Management is a Team Sport (May Wong, Product Operations Consultant & Coach)
Chris Butler's Hot Take - Product Managers DON'T Need to be Technical (Chris Butler, Staff Product Operations Manager @ GitHub)

Victoria Sakal's Hot Take - You're Either Paying the Research Tax or the Stupid Tax (with Victoria Sakal, Growth, Strategy, & Research Leader)

Victoria Sakal is a growth and go-to-market expert who loves to turn customer, market and competitor insight in product, brand and business growth strategies.
Her hot take? That companies are either paying the "research tax" - spending too much time and money on research and never making a move - or the "stupid tax" - making decisions based purely on gut feel and no evidence. Both of these taxes can get your organisation in trouble, and the best path is to strike the right balance of speed and quality.
Find Victoria on LinkedIn.
If you'd like to appear on Hot Takes, please grab a time!
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Standing up for User Research... and User Researchers (Debbie Levitt, CXO @ DeltaCX and Author "Customers Know You Suck")
Getting into the Habit of Continuous Discovery (Teresa Torres, Author "Continuous Discovery Habits")
Making Sure You Make an Impact through User Research (Steve Portigal, User Research Consultant & Author "Interviewing Users")
Product Leadership Principles for Tumultuous Times (Giff Constable, Author "Talking with Humans" & "Testing with Humans")
How to Deploy Empathy to Truly Understand User Needs (Michele Hansen, Author "Deploy Empathy")
Chinese Startup Culture & Putting the Minimum into MVP (Carlos Lastres, Creative & Marketing Director @ Kaiyan Medical)
Reducing Waste by Only Spending Time on Really Good Ideas (Julia Shalet, Author "The Really Good Idea Test")
Retail Product Management in a Global Pandemic (Rhiana Matthew, Senior Product Manager @ Publicis Sapient)

Boluwaji Alepaye's Hot Take - Western Product Teaching Doesn't Work in Nigeria (with Boluwaji Alepaye, Product Manager @ Moniepoint)

Boluwaji Alepaye is a product manager who works for Moniepoint, a Nigerian fintech firm that aims to power financial dreams in emerging markets. He's also an active mentor, aiming to help Nigerian product managers thrive.
His hot take? That the classic product management advice that comes out of the US and Western Europe just doesn't apply to Nigeria, where market dynamics mean that you have to make very different product decisions, and even the local training courses are dominated by Western voices.
Find Boluwaji on LinkedIn.
If you'd like to appear on Hot Takes, please grab a time!
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Making our Product Teams Stronger through Building Communities of Practice (Petra Wille, Author "Strong Product People" and "Strong Product Communities")
From Physiotherapist to Product Manager (Samuel Ogunkoya, Product Manager @ ProducteevTech)
Challenges & Opportunities for Africans Making Products for Africans (Abisoye Falabi, Senior Product Manager @ TradeDepot)
Product Management in Africa & Dreams of an African Silicon Valley (Layo Ogunbanwo, Founder @ Practical Product)
Product Processes & the Importance of Work / Life Balance (Busayomi Omotosho, Product Manager @ Softcom)
Transforming your Organisation to the Product Operating Model (Marty Cagan, Author "Inspired", "Empowered" and "Transformed")

How to Present Yourself (And Why You Should) (with Danielle Barnes & Christina Wodtke, Authors of "Present Yourself")

Christina Wodtke and Danielle Barnes join me to talk about their new book "Present Yourself" and their work with Women Talk Design, an organisation aimed at increasing diversity in public speaking. We went deep on public speaking, the importance of authenticity, storytelling, and finding your unique voice as a speaker. We also talked about the value of diverse perspectives in public speaking and the power of sharing personal stories to connect with audiences.
Key takeaways:
 
1. It's important to embrace your unique voice
Don't try to fit a stereotypical mould of a "good speaker" - authenticity resonates more with audiences.
2. Before you start speaking, make sure you know your "why"
Everyone has their own motivation for public speaking, and anyone can fall in love with it if they're doing it for a reason they care about.
3. Share your unique perspective with the world
Even if you feel that other people are already talking about your topic, or that it's all been said before, go and say it anyway. You're the only you.
4. Humans are hardwired to respond to stories
You can make your presentations more engaging and memorable by incorporating stories, even in stuffy business settings. Your audience will thank you for it.
5. It doesn't matter if you're talking to a big crowd, as long as you're talking to the right crowd
You don't need to be a big name to make a big impact. You just need to find the people who need to hear what you have to say. You can still make a difference.
6. Everyone has a bad talk but this is fine as long as you learn from the experience
Every speaking opportunity is a learning experience. Some of them will go great, some of them will go terribly, but you can learn something from all of them.
Check out "Present Yourself"
"Present Yourself is for everyone who has ever fought for an equal shot at the spotlight. Christina Wodtke, Danielle Barnes, and a diverse group of accomplished speakers share stories that will inspire you to communicate with authority. This self-guided, step-by-step framework features practical, actionable advice for authentic and effective public speaking."
Check it out on Amazon or the book website.
Contact Danielle & Christina
Catch up with Danielle on LinkedIn or check out Women Talk Design.
Catch up with Christina on LinkedIn or check out Elegant Hack for details of all the other books she's written.
Related episodes you should like:
Diving into the Deep End as a Woman in Product (Darby Maloney, Product Manager @ Divvy & Occasional Swimming Pool User)
Closing the Gender Pay Gap and Hiring Diverse Product Teams (Chris Mason, Co-Founder @ Intelligent People)
Standing Up for Diversity & Inclusion When No One Looks Like You (Merina Khanom, Product Manager @ BBC iPlayer)
Maintaining a Collaborative & Inclusive Product Culture at Scale (Anna Curzon, CPO @ Xero)
Defeating Bias, Prejudice and Bullying in the Workplace (Kim Scott, Author "Radical Candor" & "Just Work")
Building Your Product Muscles & Developing Strong Product Teams (Petra Wille, Product Leadership Coach)
Product Management in Africa & Dreams of an African Silicon Valley (Layo Ogunbanwo, Founder @ Practical Product)
Building Data Driven Products & Dodging Unsolicited Advice (Emily Reid, Product Manager @ FCT)

Mark Gray's Hot Take - We Shouldn't Be Prioritising By Effort (with Mark Gray, Senior Product Manager @ Nexford University)

Mark Gray is a product manager with nearly 12 years of experience across various roles in the UK and Europe. He has worked in both B2B and B2C sectors, progressing from delivery-focused product owner roles to more strategic product management and leadership positions.
His hot take? Product managers should stop defaulting to prioritisation through value divided by effort, which he argues can stifle innovation. Value and effort aren't unimportant, but they're just part of the puzzle. He believes the path to deciding what to build next should emerge from discussions with smart, diverse teams, focusing on the desired outcomes and business goals.
Find Mark on LinkedIn.
If you'd like to appear on Hot Takes, please grab a time!
Related episodes you should like:
OKRs: The Gateway Drug to Agility & Good Product Management (Jeff Gothelf, Product Management Consultant & Co-author "Lean UX" )
Adventures in Product Management (Dan Olsen, Author "The Lean Product Playbook")
Fighting Fires in B2B Product Management (Rich Mironov, Author "The Art of Product Management")
Your Product is a Joke - How to use Improv Comedy Principles in Product Management (Amogh Sarda, Co-founder @ Eesel)
Putting Customers at the Heart of your Product Decisions (Hubert Palan, Founder @ Productboard)
Servitising Product Management & Setting Up Product Teams For Success (Jas Shah, Product Consultant)
Jordan Dalladay's Hot Take - We Should Build Roadmaps Of Risks, Not Features (Jordan Dalladay, Product Consultant @ inherent ventures)
Build Better Products at Scale with Product Operations (Melissa Perri & Denise Tilles, Product Consultants & Co-authors "Product Operations")