Thought Leaders Are Good Story-Tellers

Since there's no systematized, look-it-up-in-your-economics-textbook definition of thought leadership, people generally lapse into metaphor when they try to describe the concept. The language usually gets very Joseph Campbell-ish. Thought leaders might be visionaries, Delphic conduits into some shared future. Or, they might be heroic trailblazers, clearing a path into places that no one knew existed, or they were afraid to venture.

Our recent research into thought leadership points to a different metaphor. Thought leaders are not seers, like Cassandra or the Sibyl. They're closer to trailblazers or founders, like Romulus or (less mythologically) Alexander the Great. But even that's not exactly right, since thought leadership depends critically on communication. Alexander got a lot of good press; Cyrus the Great, the founder of the Achaemenid Persian Empire, got much less (at least in the West). As a result, people are still sifting through Alexander's career for nuggets about successful leadership. Cyrus the Great? Not so much.

Thought leaders are, to a big extent, more like Homer than the people whom Homer chronicled. They're good story-tellers, which demands far more than relating a collection of incidents.

Just ask anyone reading a success story on a tech vendor's web site.

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Why Requirements Are Like Journalism

Earlier this month, the Silicon Valley Product Management Association kindly invited me to participate in a panel discussion about the state of PM as a profession. Since the role has wide responsibilities, the conversation ranged widely, but we did dwell a great deal on requirements. One participant asked, "If you could pick only one source of information for requirements, what would it be?" My response was a little tart: I hate that question, because there's no way to answer it.

First, no single type of information will be sufficient to answer a substantive question. Requirements are an exercise in triangulation. Is it worth pursuing a project? You could count the number of people who have asked for it, but that's hardly a reliable basis for making a potentially expensive investment. The next logical questions -- Why do they want it? How important is it? Do we really understand the request? -- require a conversation with at least a couple of potential consumers of this technology.

Second, the question determines the type of information needed to answer it. One type of market development question, such as, is there opportunity for us? requires market-level data. A different market development question, do people in this market need a different mix of functionality in our product? leads to an investigation of potential use cases.

The people responsible for requirements -- product managers, in the tech industry -- have no training in selecting the questions to ask, or the right way to ask them. Which is odd, because you might define the PM role as the questions person, delving into markets, users, competitors, stakeholders, business problems, and a towering pile of other topics.

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