Build Great Software: Know Your Target

The Foundation of Building a Successful Technology-Based Products

Welcome to the first instalment of my series, which is about building successful technology-based products. Throughout this series, I will guide you through every critical stage of the journey—from the initial idea to the final launch and beyond. Whether you’re an entrepreneur, a product manager, a part of a development team, or a Subject Matter Expert (SME) with an idea, this series is designed to provide you with the insights and guidance needed to bring your vision to life.

Today, we’re starting with the first part of a solid foundation—knowing your target subject and industry. Understanding these elements deeply is crucial for any product’s success. This instalment will lay the groundwork for everything that follows.

The Importance of Subject Matter Expertise

When developing a technology-based product, having subject matter experts—commonly known as SMEs—on your team or readily available is essential. These experts bring invaluable insights that help shape your product to meet real-world needs.

However, relying on just one expert can be limiting. Every expert has their own perspective, and if your product is based solely on one viewpoint, you risk creating something that’s too narrow in scope. That’s why it’s critical to involve multiple SMEs, each bringing a different angle, ensuring your product addresses a broader range of needs within your industry.

Challenging Your Own Knowledge

Even with experts on your side, it’s important to challenge your own knowledge. Be open to the possibility that you—and even your SMEs—might not know everything about your target industry. The landscape is always evolving, and what was true yesterday might not be true today.

Embracing this mindset of continuous learning and adaptability is key. It’s not about admitting that you don’t know; it’s about recognising that the more you learn, the better positioned you are to build a product that truly resonates with your audience.

Engaging with Your Industry

To build a product that hits the mark, you need to understand your industry’s broader context. What are the problems, drivers, and motivations of your potential users?

I recommend strategies like conducting surveys, interviewing key industry figures, and observing industry trends. This engagement isn’t just about gathering data—it’s about understanding the pain points that your product could address. The deeper you go, the more valuable insights you’ll uncover.

Learning Industry Standards and Practices

Understanding industry standards and practices is another crucial step. These standards often dictate how users interact with technology, and aligning with them can significantly enhance product adoption.

Take the time to map out the existing processes within your industry. This includes looking at any deviations or variations in these processes—understanding why different operators might do things differently can reveal opportunities for innovation. By aligning your product with established norms, while also exploring where you can introduce improvements, you position your product for greater success.

Community Engagement and Continuous Learning

Engagement doesn’t stop at just understanding your industry—it’s an ongoing process. Staying connected with your industry through events, meetups, conferences, and publications is vital.

Networking with industry authorities and participating in community events not only keeps you informed of the latest developments but also offers opportunities to test and refine your assumptions. It’s about continuously validating your ideas and ensuring your product remains relevant in a fast-moving landscape. As an added bonus, people in your industry will get to know what you are up to, allowing you to build up a list of potential clients and early adopters that you can sell to before you even have a product.

Conclusion and Teaser for Next Instalment

So, let’s recap: Knowing your subject and audience isn’t just the first step—it’s the foundation on which everything else is built. Be open to learning, engage deeply with your industry, and ensure you have the right expertise. This is not a once-off activity; it will be ongoing throughout the initial development of your product and beyond.

In our next instalment, we’ll dive into “Why Build It.” We’ll explore the motivations behind product development and how to ensure your product idea is truly worth pursuing. Thanks for joining us, and I look forward to continuing this journey with you.

Remember, understanding your subject and audience is not just about gathering information—it’s about building a strong, informed foundation that will guide your product to success. See you in the next episode!