In this episode, Isaak and Bruno tackle a loaded question that is guaranteed to ruffle product managers’ feathers, but is nevertheless the single most important question that anyone in a product-focused business, regardless of team role, should be able to answer: why should anyone buy your product?

Bruno and Isaak emphasize the importance of having open discussions, even when faced with uncertainty or lack of knowledge. To illustrate this point, Isaak shares his personal experience of using spreadsheets to document and communicate sales pitches for various products. He notes that it’s essential to acknowledge what you don’t know and prioritize finding answers to these questions. The hosts highlight the value of iterative development and the need to peel back layers of complexity to uncover the underlying story or value proposition behind a product.

The conversation turns to the importance of requirements management, which is not just about bureaucratic document management but rather a knowledge management activity that helps teams link their work to customer needs. Isaak shares a personal anecdote about a company where a business unit head encouraged all team members to be able to answer what the value proposition was, regardless of their function.

The episode concludes with a reminder that answering the question “Why should anybody buy your product?” requires relinquishing power and involving more people in the process. The hosts encourage listeners to share their own questions and experiences, highlighting the importance of ongoing learning and improvement.