Telling stories which matter.

The Trap of the "Loudest Voice"

In B2B, it’s easy to let your largest enterprise client dictate the entire roadmap because their contract value is astronomical. However, building bespoke features for one "whale" often leads to a fragmented product that doesn't scale for the rest of the market. I once saw a team spend six months on a custom integration that only one company ever used, effectively stalling growth for their core user base. Real insight comes from finding the common pain points that bridge the gap between your smallest and largest customers.

Selling to the Buyer, Building for the User

One of the harshest lessons in B2B is realizing that the person who signs the check is rarely the person using the software daily. The "Buyer" wants ROI dashboards and security compliance, while the "User" just wants a tool that doesn't make their job miserable. If you ignore the user, your churn rates will spike as soon as the contract is up for renewal. Success requires a delicate dance of satisfying the executive's strategic goals while maintaining a seamless UX for the frontline employee.

The Illusion of the "Standard" Implementation

We often pitch B2B products as "plug and play," but the reality of enterprise ecosystems is a tangled web of legacy tech. I worked on a project where we assumed a standard API connection would take two weeks, only to find the client was using a database version from 2008. These technical hurdles aren't just engineering problems; they are product problems that require flexible scoping. Anticipating the messiness of "the real world" is what separates junior PMs from seasoned veterans.

The Feedback Loop of False Positives

Sales teams are incredible at bringing back feedback, but that feedback is often filtered through the lens of "what will close this deal today." A PM must learn to translate "The client needs X" into "The client is struggling with Y." I once spent weeks investigating a request for a complex data export tool, only to realize the client just needed a better way to print a weekly report. Validating the "why" behind a request prevents you from building expensive solutions to simple misunderstandings.

Feature Parity vs. Value Innovation

In competitive RFPs, it is tempting to chase "feature parity" by matching every single button your competitor has. This reactive approach turns your product into a bloated Swiss Army knife that excels at nothing. One startup I advised gained a 20% market share simply by removing features and focusing on a single, lightning-fast workflow. Sometimes the best product insight is knowing what to leave on the cutting room floor to ensure the core value shines.

The Complexity of User Permissions

Nothing kills a B2B product's momentum faster than a rigid "one-size-fits-all" permission structure. Enterprises have complex hierarchies where a regional manager needs different visibility than a local supervisor. Early in my career, we built a flat permission model that forced us to completely re-architect the backend six months later. Thinking about "Roles and Permissions" as a core product pillar rather than an afterthought is essential for mid-market and enterprise success.

Stability is a Feature

For a B2C app, a 30-minute outage might be a social media joke; for a B2B platform, it can cost a client millions of dollars in lost productivity. In the enterprise world, "boring" qualities like 99.9% uptime, data integrity, and SOC2 compliance are more than just checkboxes. I’ve seen products with inferior UI win major contracts simply because their infrastructure was perceived as "bank-grade" stable. Never underestimate the marketing power of a system that never breaks.

Measuring Success Beyond the Login

In B2B, a high "Daily Active User" count doesn't always mean your product is successful; it might actually mean your tool is inefficient. If a user has to spend four hours a day in your platform to finish a simple task, they aren't "engaged"—they are frustrated. The ultimate B2B insight is focusing on "Time to Value" and "Jobs to be Done" rather than vanity engagement metrics. When your software fades into the background because it works so well, you’ve truly won.