Taming your Assumptions Mammoth II

The Noise Factor in Product signals

Lets revisit our signal equation

  • Overfitting and Availability: Noise in customer signals introduced from listening only to specific customer audiences while ignoring others. For example, hearing from your most active users and not actively pursuing the customers who have churned or dormant. Another flavor of this is availability bias i.e. magnifying signals that are easier to access. A common one is PMs who over-rely on customer support tickets. Note, in many cases overfitting is helpful for example when you are creating a version 0 product for your early adopters.
  • Misreading: Perhaps the most common and undetected source of customer noise. Is often introduced by non-perfect listening and stems from a poor understanding of UX research. Manifests through wrong/misleading customer interviews, interpreting feedback incorrectly. There’s a whole universe of biases that creep in UX (confirmation bias being the big one)
  • Goal-driven distortion: Watch out for Signals from other teams that could be distorted by impending goals or individual success metrics. A very common one is the “too-early gotcha” by sales teams. In an effort to get that next big client through the door, product teams are often asked to build solutions that scratch only surface level problems. PMs need to dedicate enough time and energy to understand deeper pain points before jumping onto a signal and related execution.
  • Assumption magnification : Perhaps the most fatal one that sinks teams and companies are unidentified feedback loops in ecosystems. This deserves a much deeper treatment but in short, watch out for channels of communication between all signal sources. This cross talk ends up magnifying the same signal over and over again, leading to abnormally inflated multipliers. More to come on this soon.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Aditya Mishra

Aditya Mishra

I love drawing connections from different subjects in a hope to simplify the world of product management. https://www.linkedin.com/in/adityarsmishra/