Practical Product Ep 8: How to Write Product Specs Your Team & Executives Actually Want to Read

Are your product specs high quality? Do they succinctly and clearly convey what you’re working on, why you chose them, and what your engineering and design partners need to do their jobs well?

Or are they kind of random, with each one different than the last?

I’ve helped dozens of PMs improve their product specs, and I’ve been lucky to learn from one of the best how to make a great product spec. Which is why I knew I needed to do an episode on the subject to help everyone improve their product specs.

Today, we cover:

  • The most common mistakes PMs make in their product specs
  • How I learned the right way to make a spec
  • The key, fundamental concepts underlying good product specs
  • and most importantly: Exactly what goes into a great product spec (aka- Product Thesis)

How to Write Product Specs Your Team Actually Wants to Read (AKA – The Product Thesis)

Everyone writes product specs regularly in their job as a PM, but few do a great job with them. These poorly constructured specs then cause all kinds of problems on product teams including:

  • Engineers and designers confused and uninspired about what they’re making
  • Delays in shipping due to misunderstandings and miscommunication about priorities
  • Disappointed execs who don’t get what they expect

And a lot more. Yet, it keeps happening because PMs don’t realize that the root cause in their specs that:

  • Do not cover the right topics
  • Are wayyyyy too long, and filled with fluff
  • Tend to be overly prescriptive on the solution instead of collaborating with your team on it
  • Lack data to back up your decision
  • Fail to share an inspiring WHY to motivate your and convince your team
  • Are inconsistent spec to spec making it harder to read and digest

That’s why we need to hit the reset button and reshape how you make product specs with something called The Product Thesis. Listen in to learn more about it:

Highlights of the episode include discussing:

  • (0:49) – Mistakes made on the average Product Spec
  • (3:17) – Introducing you to The Product Thesis 
  • (10:06) – What goes into a Product Thesis?
  • (12:05) – Section 1: Why are we working on this next?
  • (14:57) – Section 2: When and how do people use this feature? (Aka – what are the use cases?)
  • (18:24) – Section 3: What problems do we need to solve, and in what priority?
  • (24:19) – Section 4: How much time is budgeted for this project? When does this need to be completed by?
  • (25:56) – Section 5: What are the future considerations that must be accounted for?
  • (27:28) – Section 6: What is our KPI or metric for this thesis?
  • (29:59) – Optional: For larger companies: Who are the stakeholders and how/when do they need to be involved?
  • (31:14) – Optional: What kind of launch or marketing/sales efforts go with this feature?
  • (32:27) – Section 8: Further Reading

Key Show Notes & Further Reading:

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