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Medium
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On Becoming an Influential Designer
- The article discusses the author's experience as a product manager at mParticle.
- mParticle is a CDP, a system of pipes that collects, cleans, and moves data around.
- At mParticle, the author built a self-service analytics product to help marketers transform billions of customer events into actionable insights.
- To capture market share in the product analytics market, the author and their team needed to innovate.
- Developing features that competitors already offered wouldn’t move the needle.
- The strategic opportunity for mParticle was to combine the analytics product with the CDP into a single system, so that the value of the system is greater than the sum of its parts.
- To convince others of the strategic opportunity, the author evaluated the net present value (NPV) and reported on the usage data which showed strong demand.
- The breakthrough came when talking to users and understanding the end-to-end journey.
- The author found an opportunity to improve the product’s positioning and increase revenue by syncing segments from analytics.
- Knowing the right thing to do, from a value and strategic perspective wasn’t as challenging as getting the buy-in to actually pursue these initiatives.
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