Are you communicating with your customers on a regular basis? Do you know how to manage and prioritize customer feedback once you’ve gathered it? When it comes to building a great product, a great team, and a great brand, relying solely on the opinions of internal stakeholders will get you nowhere. The key to achieving HYPERGROWTH is being customer-driven. So if you’re ready to start putting your customers first, keep reading...
What You’ll Learn: A New Approach to Product Management and Developing SaaS Products People Love
Today, there’s no excuse for not communicating with customers on a daily basis. Messaging has exploded, new generations are focused on 1:1 communication by default, and artificial intelligence is finally coming so we can deliver 1:1 at scale. So why would you build a product, or a company, without leaning into the advantages of that ecosystem?
In his new book, HYPERGROWTH, serial entrepreneur and Drift co-founder/CEO David Cancel shares a modern approach for building products and structuring teams that makes customer communication a central priority. The book tells the story of how Cancel’s customer-driven approach started out as a test with a product team (Performable), transformed an entire organization (HubSpot), and sparked a new movement (Drift).
What’s Inside: Practical Advice and Frameworks for Becoming Customer-Driven and Growing Your Business
Responsive Development (RD): a new approach to building products that adds the customer back into the equation
The Burndown Framework: a framework for implementing Responsive Development that’s faster and more flexible than Agile.
The Three-Person Team: the customer-driven way to structure engineering teams. Each team consists of a tech lead who manages two other engineers.
Getting Rid of Roadmaps: through building a culture of transparency and accountability and working closely with internal customers, you can release product updates more rapidly and iteratively.
The Spotlight Framework: a framework for helping you focus on the right parts of customer feedback so you can take the appropriate next steps. The framework breaks feedback down into three main categories: user experience issues, product marketing issues, and positioning issues.
Who This Book Is For: Entrepreneurs, Startup Founders, Product Managers, Product Teams, Marketing Teams … Entire Companies!
Every part of your business can benefit from being customer-driven.
With the rise of SaaS and the on-demand economy, customer expectations have changed.
Customers expect their voices to be heard. They find value in being part of a community, and being part of that journey of creating the product.
So stop running your business like we’re still living in the 2000s. It’s time to take a customer-driven approach.
Here’s what people are saying about the book:
“David Cancel is one of the best when it comes to building products that customers love. And now he’s sharing his wisdom and writing the book explaining how he does it. This is a must read for any entrepreneur or business owner.” -MARK ROBERGE Senior Lecturer, Harvard Business School, Former SVP of Sale and Services at HubSpot
”When it comes to building business software, there’s no one better than David Cancel, and I saw first-hand how his customer-driven approach to building products made an impact at HubSpot. I’m glad he’s finally putting all of his insight in one place.” -MIKE VOLPE CMO, Cybereason / Former CMO, HubSpot
About the Author: David Cancel • 5x Founder / 2x CEO • CEO/Co-Founder, Drift • CPO, HubSpot • CEO/Co-Founder, Performable • Owner/Founder, Ghostery • CTO/Co-Founder, Compete • Investor/Advisor/Director to Various Companies and VC Funds