When do you need a BA and when do you need a Product manager? why is it critical to get it right?
Whenever I write about anything connected to product development or systems implementation, I am acutely aware of the amount of critically important stuff that I have to gloss over or ignore in order to stay readable and this is no exception.
In broad terms, it is very easy to make a distinction between a product and an internal system. The internal system is being rolled out to the workforce and there is not normally much option about whether it can be adopted and used by the target audience, that is, unless it fails to deliver.
The product, on the other hand has to be launched to a public audience who must be sufficiently convinced that it meets a compelling need or solves a pressing problem, to part with their cash and use the product.
There’s a world of difference between investigating a business problem, creating a business case and designing a solution to this problem and identifying a market sized need, establishing a product problem and designing a compelling solution with confidence that you will have a success on your hands.
The stages we go through are remarkably similar and almost interchangeable, but the big difference is in how we engineer and verify requirements.
Although many products begin as an idea in the mind of a director and are driven forward by this vision, at some point a professional product manager has to establish a strategy for verifying these requirements with the intended purchasers and developing a compelling value proposition that will sell the product.
Faced with defining requirements that will motivate users to pay for your new product, you will need a lot of new consultation and communication techniques that are generally well beyond the scope of a Business Analyst, you will also need deep knowledge of the marketplace to assess not only how well your product may be received, but how the competition will compare and how they will react to your offering.
It is remarkable how often this fundamental truth is ignored by government and public agencies who believe or assume that they have a captive audience for their brainwave, when in fact the public often remain unimpressed and find alternatives or ignore it altogether. A simple product management methodology and the use of more appropriate skill sets could save many of the costly blunders in e-government and deliver dramatically more benefits for most of the remainder.