Chapter 5. DEFINING THE PRODUCT

At its core, a product definition is not a knowledge or resource issue; it is a relationship issue. When you and your development team build strong relationships with marketing staff and with your customers, defining the product becomes much simpler. Open and regular communication with members of other teams can help you align your development goals with company goals. In addition, developing trust among corporate divisions as well as between the company and its customers can result in a quicker consensus on the most appropriate product definition.

Some of the most difficult relationship strains occur between marketing and development teams. Establishing a positive relationship between these teams can be challenging, ...

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