Growth Terminology Wiki

“A/B Test” is a method of comparing two versions of a product or marketing campaign to determine which performs better. In a product management context, A/B testing can be used to evaluate different design or feature options, or to compare the effectiveness of different marketing messages or approaches.

“AARRR Metrics” is a framework for tracking the key metrics that drive the growth of a product or business. The acronym stands for Acquisition, Activation, Retention, Revenue, and Referral. These metrics are used to measure the effectiveness of a product and inform strategy and decision-making.

“Accessibility” refers to the design of products and services that can be used by people with disabilities. This includes features like high contrast text, keyboard accessibility, and audio descriptions for visual content. Ensuring accessibility can help increase the reach and usability of a product for a wider audience.

“Accountability Group” is a group of people who hold each other accountable for achieving specific goals. This group can support and motivate team members to stay focused and make progress on tasks and responsibilities. They often meet regularly to discuss progress, challenges, and strategies for success.

“Acquisition” refers to the process of acquiring new customers or users for a product or service. In product management, acquisition strategies might include marketing campaigns, partnerships, or other efforts to reach and attract new users. The goal of acquisition is to increase the customer base and drive growth for the product.

“Activation” refers to the process of converting new users or customers into active and engaged users of a product or service. In product management, activation strategies might include onboarding processes, engagement campaigns, or other efforts to help new users get started with a product and become fully engaged with it. The goal of activation is to increase the number of active users and drive long-term usage and retention.

Ad fatigue occurs when your audience sees your ads so often that they either get consciously bored or subconsciously start ignoring it. Both scenarios reduce effectiveness.

“Agile” is a project management approach that emphasises flexibility, collaboration, and iterative development. In product management, agile methodologies can be used to quickly respond to changes in customer needs or market conditions, and to deliver high-quality products in short development cycles. Agile practices often involve frequent feedback and iteration, and a focus on delivering small increments of value to users on a regular basis.

“Alpha Release” is an early version of a product or software that is made available to a small group of testers for the purpose of gathering feedback and identifying any issues. In product management, alpha releases can be an important part of the development process, allowing teams to get early insights and make adjustments before a wider rollout.

“B2B” refers to businesses that sell products or services to other businesses. In product management, a B2B product might focus on meeting the needs of specific industries or customer segments, and may require a different marketing and sales approach than a consumer-facing product.

“B2C” refers to businesses that sell products or services directly to consumers. In product management, a B2C product might focus on meeting the needs and preferences of individual consumers, and may require a different marketing and sales approach than a business-facing product.

“Beta Release” is a later version of a product or software that is made available to a larger group of testers or users for the purpose of gathering further feedback and identifying any remaining issues. In product management, beta releases can be an important part of the development process, allowing teams to gather more in-depth insights and make final adjustments before a full launch.

A blended [metric] is the sum of that [metric] across all related marketing channels. A blended CAC accounts for all different types of marketing channels including the ones you don’t pay for directly (i.e.: content marketing). It’s the total acquisition cost for a period / total customers acquired in that period.

“Bootstrapping” refers to building and growing a business with minimal outside funding or resources. In product management, a bootstrapped product might rely on self-funding, cost-saving measures, and other strategies to sustain and grow the business.

“Bounce” refers to a user leaving a website or product without taking any desired action (such as making a purchase or signing up for a service). In product management, tracking and analyzing bounce rates can help teams identify issues with user experience or product value, and make improvements to reduce churn and increase conversion.

“Brainwriting” is a brainstorming technique in which a group of people write down their ideas individually, rather than discussing them out loud. In product management, brainwriting can be a useful way to encourage diverse thinking and avoid groupthink, and can be an effective way to generate and evaluate ideas.

“Brand Script” is a document that outlines the key elements of a brand’s messaging, positioning, and values. In product management, a brand script can be used to guide the development and marketing of a product and ensure that it aligns with the overall brand strategy.

“Break-even Point” is the point at which a product or business is generating enough revenue to cover its costs. In product management, understanding the break-even point can be important for making informed decisions about pricing, resource allocation, and business strategy.

“Bubble” refers to a period of rapid and often unsustainable growth in an industry or market, often fueled by hype or speculation. In product management, a bubble can present both opportunities and risks, and teams may need to carefully evaluate the sustainability of their product and market before making long-term commitments.

“Burn Rate” is the rate at which a business is using up its available resources (such as cash or other assets). In product management, tracking burn rate can be important for understanding the sustainability of a product and for making informed decisions about resource allocation and funding.

“Business Angel” is an individual who provides financial investment and mentorship to help support the growth of a startup or early-stage business. In product management, a business angel can provide valuable resources and expertise to help a product succeed in the market.

“Business Model Canvas” is a visual tool for mapping out and evaluating the key components of a business model, including value proposition, customer segments, channels, revenue streams, and key resources and partners. In product management, the business model canvas can be a useful tool for developing and testing different approaches to generating value and revenue.

“Cash Flow” is the movement of money into and out of a business. In product management, tracking cash flow can be important for understanding the financial health and sustainability of a product, and for making informed decisions about financing and resource allocation.

“Cash flow positive” refers to a business or product that is generating more cash than it is consuming, indicating that it is financially sustainable. In product management, achieving cash flow positive status can be a key goal for many businesses, as it can provide the resources needed to support growth and expansion.

Catch-22 is a dilemma or difficult circumstance from which there is no escape because of mutually conflicting or dependent conditions.

“Chasm” refers to the gap that can exist between early adopters of a product or technology and the broader market. In product management, crossing the chasm can be a challenging but crucial step for many products, as it involves expanding beyond a small group of enthusiasts and building a broader base of mainstream users.

“Churn” refers to the loss of customers or users over a given period of time. In product management, tracking and reducing churn can be important for improving customer retention and maintaining the long-term growth and viability of a product.

“Churn Rate” is the percentage of customers or users who leave a product or service over a given period of time. In product management, tracking and analysing churn rate can help teams understand the reasons for customer attrition and identify opportunities for improvement.

“Clickdummy” is a simplified prototype of a website or product that is used to test basic user interactions and navigation. In product management, clickdummies can be a useful tool for gathering early feedback and testing usability without the time and effort required to build a full prototype.

“Commitment Device” is a strategy or tool that helps people commit to a goal or behavior. In product management, commitment devices can be used to motivate and support team members in achieving specific objectives, or to encourage users to adopt certain behaviors or habits.

“Competitive Advantage” refers to the unique value or advantage that a product or business has over its competitors. In product management, identifying and leveraging competitive advantage can be important for differentiating a product in the market and for driving success.

“Concierge MVP” is a type of minimum viable product (MVP) in which a product or service is manually delivered or provided on an individual basis, rather than being fully automated or scalable. In product management, a concierge MVP can be a useful way to test a product concept or value proposition with a small group of users without incurring the costs and risks of building a full product.

“Content Marketing” is a marketing strategy that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately drive profitable customer action. In product management, content marketing can be an effective way to build brand awareness, engage users, and drive product adoption.

“Conversion” refers to the percentage of users who take a desired action (such as making a purchase or signing up for a service) on a website or product. In product management, tracking and improving conversion rates can be important for driving revenue and user engagement.

“Cost per Acquisition (CPA)” is the cost of acquiring a new customer or user. In product management, tracking CPA can help teams understand the efficiency and effectiveness of marketing and sales efforts, and make informed decisions about resource allocation and strategy.

“Cost per Lead (CPL)” is the cost of generating a potential customer or user. In product management, tracking CPL can help teams understand the efficiency and effectiveness of marketing and sales efforts, and make informed decisions about resource allocation and strategy.

“Cottage Business” is a small-scale business that is operated from home or a small office, often by a single person or a small team. In product management, a cottage business may be a suitable model for products that require little upfront investment or that can be operated with limited resources.

“Cross-selling” is a sales technique that involves promoting related or complementary products or services to existing customers. In product management, cross-selling can be an effective way to increase customer lifetime value and revenue per customer.

“Crowdfunding” is a way of raising funds for a project or business by soliciting small contributions from a large number of people, typically via the internet. In product management, crowdfunding can be a useful way to test product demand and gather early adopters, and can also provide a source of funding for product development and marketing.

“Crowdsourcing” is the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, especially from the online community. In product management, crowdsourcing can be a useful way to gather feedback, ideas, and support for a product, and can also be a way to engage with and build a community around a product.

“Customer Acquisition Cost (CAC)” is the cost of acquiring a new customer or user. In product management, tracking CAC can help teams understand the efficiency and effectiveness of marketing and sales efforts, and make informed decisions about resource allocation and strategy.

“Customer Creation” refers to the process of identifying and targeting new customer segments or markets for a product or service. In product management, customer creation can involve identifying untapped demand or new opportunities for growth, and developing strategies to reach and engage these customers.

“Customer Development” is the process of building and testing a product or service with the goal of identifying a scalable and repeatable business model. In product management, customer development involves working closely with customers to understand their needs and preferences, and using this feedback to refine and improve the product.

“Customer Discovery” is the process of gathering insights and feedback from potential customers to validate and refine a product or business idea. In product management, customer discovery can involve conducting interviews, surveys, and other research to understand customer needs, problems, and preferences, and using this information to guide product development.

“Customer Forces Canvas” is a tool for identifying and analysing the key factors that impact customer behaviour and decision-making. In product management, the customer forces canvas can be a useful tool for understanding customer motivations and needs, and for developing strategies to address them.

“Customer Journey” refers to the series of interactions and experiences that a customer has with a product or service over time. In product management, understanding the customer journey can be important for identifying pain points and opportunities for improvement, and for designing and improving the overall user experience.

“Customer Lifetime Value (CLV/CLTV/LTV)” is a measure of the total value that a customer is expected to generate over the course of their relationship with a product or service. In product management, tracking and maximising CLV can be important for maximising the long-term profitability and success of a product.

“Customer Problem Stack Ranking” is a method for prioritising customer problems or needs based on their importance or impact. In product management, problem stack ranking can be a useful tool for identifying and prioritising opportunities for product improvement and innovation.

“Customer Relationship Management (CRM)” is the practice of managing and optimising customer interactions and relationships in order to increase customer loyalty and retention. In product management, CRM can involve the use of tools and processes to track and manage customer interactions and data, and to facilitate better communication and service.

“Customer Validation” is the process of testing and verifying that a product or service meets the needs and preferences of its target customers. In product management, customer validation can involve collecting feedback and data from potential customers, and using this information to refine and improve the product.

“Decision Making Matrix” is a tool for organising and evaluating options or alternatives based on predetermined criteria. In product management, a decision making matrix can be a useful tool for making informed decisions about product development, marketing, and other strategic issues.

“Definition of Done” (DOD) is a set of criteria that must be met before a product increment, or a piece of work, is considered complete. It helps ensure that all necessary tasks have been completed and the quality of the work meets the required standards. In product management, the Definition of Done helps establish clear expectations and helps ensure that work is completed efficiently and effectively.

“Demographic” refers to the characteristics of a population, such as age, gender, income, education level, and geographic location. In product management, understanding the demographics of a target market can be important for segmenting and targeting customers, and for developing marketing and sales strategies.

“Design Thinking” is a creative problem-solving approach that involves empathising with users, defining their needs and problems, ideating potential solutions, prototyping and testing ideas, and iterating based on feedback. In product management, design thinking can be a useful tool for developing and improving products that are user-centered and innovative.

“Desk Research” is the process of gathering information from existing sources rather than collecting primary data through fieldwork or experimentation. In product management, desk research can be a useful way to gather background information and insights about a market, product, or industry, and can include sources such as industry reports, news articles, and online databases.

“Digital Nomad” refers to a person who works remotely and travels frequently, often using technology and the internet to do so. In product management, digital nomads may be particularly well-suited to working on products or services that are delivered online or that can be accessed from anywhere.

“Dilution” refers to the reduction in the ownership percentage or control of a company by an individual or group as a result of issuing additional shares or equity. In product management, dilution can be an important consideration when raising funding or bringing in new investors, as it can impact the ownership and control of a company.

"Disagree and Commit" is a management principle which states that individuals are allowed to disagree while a decision is being made, but that once a decision has been made, everybody must commit to it.

“Disruption” refers to the process of introducing a new product or service that significantly changes or disrupts an existing market. In product management, disruptive products or business models can be particularly challenging to develop and bring to market, but can also be very successful if they meet a significant unmet need or solve a problem in a new or innovative way.

Eating your own dog food or “dogfooding” is the practice of using one’s own products or services. This can be a way for an organisation to test its products in real-world usage using product management techniques.

“Dragon” is a term referred to a very small number of startups that raise over one billion dollars in one single round of funding. Uber is one of those companies.

“Dropshipping” is a business model in which a company sells products that it does not keep in stock, instead purchasing the products from a third party and having them shipped directly to the customer. In product management, dropshipping can be a useful way to test the market for a product or service without having to invest in inventory or fulfilment infrastructure.

“Due Diligence” is the process of carefully and thoroughly evaluating a business or investment opportunity in order to assess its potential risks and rewards. In product management, due diligence can be an important step in evaluating the feasibility and potential of a product or business idea, and may involve reviewing financial documents, market research, and other relevant information.

“E-commerce” refers to the buying and selling of goods and services over the internet. In product management, e-commerce can be an important channel for selling products or services, and may involve developing and managing an online store or platform.

“Early Adopter” is a term used to describe a person or organisation that is among the first to adopt a new product or technology. In product management, early adopters can be valuable sources of feedback and insights, and may be more willing to take risks on untested or innovative products.

“EBITDA” stands for “Earnings Before Interest, Taxes, Depreciation, and Amortisation,” and is a measure of a company’s profitability that excludes these non-cash expenses. In product management, EBITDA can be a useful metric for evaluating the financial performance of a product or business, as it provides a clearer picture of its operating profit.

“Ecosystem” refers to the interconnected network of organisations, people, and systems that work together to support a particular product or service. In product management, understanding the ecosystem in which a product or business operates can be important for identifying opportunities and challenges, and for developing strategies to succeed within it.

“Eisenhower Matrix” is a tool for prioritising tasks or actions based on their urgency and importance. In product management, the Eisenhower Matrix can be a useful tool for organising and prioritising tasks and projects, and for identifying the most important or pressing issues to focus on.

“Elevator Pitch” is a short, persuasive pitch or presentation that is designed to be delivered in the time it takes to ride an elevator. In product management, an elevator pitch can be a useful tool for explaining a product or business idea quickly and effectively, and for generating interest and support from potential investors or partners.

“Entrepreneur” refers to a person who starts and runs their own business, typically taking on financial risk in the process. In product management, entrepreneurs often play a key role in developing and bringing new products or services to market, and may be responsible for identifying opportunities, raising funding, and managing the growth and success of a business.

“Equity” refers to the ownership interest in a company, typically represented by shares of stock. In product management, equity can be an important consideration when raising funding, as it represents a stake in the ownership and success of a company.

“Executive Summary” is a brief overview of a larger document or report, typically highlighting the main points or key takeaways. In product management, an executive summary can be a useful tool for summarising the key features, benefits, and potential of a product or business idea, and for providing a clear and concise overview to investors or other stakeholders.

“Exit” refers to the process of selling or transferring ownership of a business, often as part of an exit strategy. In product management, exits can be important considerations for entrepreneurs and investors, as they represent the realisation of the value of a business or product.

“Exit strategy” refers to a plan for exiting or disposing of a business, often including the sale of the company or the transfer of ownership. In product management, exit strategies can be important considerations for entrepreneurs and investors, as they provide a roadmap for realising the value of a business or product.

“Experiment Design” refers to the process of designing and conducting experiments or tests in order to gather data and inform decision-making. In product management, experiment design can be a useful tool for testing and validating assumptions about a product or business idea, and for gathering data to inform product development and marketing efforts.

“Fail fast, fail cheap” is a phrase that refers to the idea of quickly and cheaply testing the viability of a product or business idea, and failing early if it is not successful, rather than investing a lot of time and resources into a potentially unviable concept. In product management, the fail fast, fail cheap approach can be a useful way to minimise risk and focus on ideas that have the greatest potential for success.

“Fake Door MVP” is a type of minimum viable product (MVP) that involves creating a dummy or placeholder version of a product or service, in order to gauge customer interest and validate assumptions about demand. In product management, fake door MVPs can be a useful tool for testing the market without committing significant resources to building a fully-functional product.

“Feasibility” refers to the likelihood that a particular product or business idea can be successfully developed and brought to market. In product management, feasibility assessments can be an important step in evaluating the potential of a product or business, and may involve reviewing market data, analysing financial projections, and considering technical or logistical constraints.

“Feature Factory” (term coined by John Cutler) describes a team with a focus on building features for the sake of building them rather than solving problems for customers. This can result in a product with a large number of features that may not all be necessary or useful, and can distract from the core value the product is intended to provide.

“First Mover Advantage (FMA)” refers to the advantage that a company or product may have by being the first to enter a particular market or industry. In product management, first mover advantage can be an important consideration when developing and launching a new product, as it can provide a head start over competitors and establish a brand or market position.

“Franchise” refers to a business model in which a company licenses its brand and operating systems to individual business owners, who agree to follow certain rules and guidelines in exchange for the use of the company’s name and intellectual property. In product management, franchises can be an important way to expand a business or product into new markets, and may involve developing and managing a network of franchisees.

“Freemium” is a business model in which a product or service is offered for free, but additional features or capabilities are available for a fee. In product management, freemium models can be a useful way to attract users or customers, and may involve offering a basic version of a product for free, while charging for premium or premium versions.

“Fundraiser MVP” is a type of minimum viable product (MVP) that is specifically designed to generate funding or investment for a product or business idea. In product management, fundraiser MVPs may involve creating a prototype or proof of concept that demonstrates the potential of a product or business, and that can be used to attract funding or investment.

“Funnel” refers to a marketing or sales process in which a large number of potential customers or leads are funnelled through a series of stages, with the goal of converting a portion of them into paying customers. In product management, funnels can be an important tool for understanding and optimising the customer journey, and may involve identifying key touchpoints or stages in the customer journey, and developing strategies to convert leads into paying customers at each stage.

“Gamification” refers to the use of game-like elements or mechanics in non-game contexts, in order to engage and motivate users or customers. In product management, gamification can be a useful tool for enhancing the user experience, increasing engagement, and encouraging desired behaviours.

“Go-to-market Strategy (GTM)” refers to a plan or strategy for bringing a product or service to market, and may involve identifying target customers, developing marketing and sales channels, and identifying key differentiators and competitive advantages. In Product Marketing and Product Management, building a comprehensive go-to-market strategy can be an important tool for successfully launching and growing a product or business.

“Golden Circle” is a framework for understanding and communicating the purpose, values, and principles of a product or business. Developed by Simon Sinek, the Golden Circle consists of three elements: “why,” “how,” and “what.” In product management, the Golden Circle can be a useful tool for developing a clear and compelling vision for a product or business, and for communicating that vision to customers, employees, and other stakeholders.

A supporting structure providing a pattern-based explanation to a system or a concept that covers identifying a problem, formulating a hypothesis, a prioritisation approach, the planning and building of a testable solution approach, the testing (also referred to as "Growth experimentation") and the analysis of the outcome.

The Pirate Funnel is a framework to cut a company into pieces to show where the focus should be. Developed by Dave McClure it is called Pirate Funnel because the first letters spell AARRR for Awareness, Acquisition, Activation, Retention, Referral, and Revenue.

(see also “AARRR Metrics”)

“Growth Hacking” refers to the use of creative and data-driven marketing techniques and strategies to drive rapid growth and customer acquisition and was coined by Sean Ellis in his book "Hacking Growth".

What is Growth? In Growth Marketing and Product Management, growth hacking can be a useful tool for identifying and leveraging opportunities for growth, and may involve experimenting with different marketing channels, targeting strategies, and pricing models in order to find the most effective approach.

"Growth Hacking" as term is often negatively associated with connotations that hint at an unstructured approach that achieves quick wins while Growth (without the "hacking" suffix) refers to a systematic approach that is consistent, repeatable and predictable. 

Acquisition, retention, and monetisation.

Loops are closed systems where the inputs through some process generate more of an output that can be reinvested in the input. Types of loops:

• Viral loops
• Paid loops
• Sales loops
• Content loops

Describes which tactic is accountable for a successful outcome in the growth lever:

• Marketing-led growth (MLG)
• Sales-led growth (SLG)
• Product-led growth (PLG)

“Guerrilla Marketing” refers to unconventional and low-cost marketing tactics that are designed to generate maximum impact with minimal resources. In product management, guerrilla marketing can be a useful tool for reaching and engaging customers, and may involve using unconventional or unexpected marketing techniques to grab attention and drive sales.

“Hackathon” refers to a collaborative event or competition in which participants work together to develop new ideas, products, or solutions over a short period of time, often under time pressure. In product management, hackathons can be a useful tool for generating new ideas, prototyping products, and identifying potential solutions to specific problems or challenges.

“Hacker” refers to a person who is skilled in finding and exploiting vulnerabilities or weaknesses in computer systems or networks. In product management, hackers may be involved in identifying and fixing bugs or vulnerabilities in software products, or in developing new tools or techniques for improving the security or performance of products.

“Hockey Stick” refers to a graph or chart that shows exponential growth or change over time, with the shape of the curve resembling a hockey stick. In product management, the hockey stick curve can be a useful tool for tracking and predicting the growth of a product or business, and may be used to identify key drivers of growth and to assess the potential for future success.

“ICE Prioritisation” is a method for prioritising tasks or features based on their impact, confidence, and ease of implementation. In product management, ICE prioritisation can be a useful tool for identifying and prioritising the most valuable and achievable tasks or features, and for balancing long-term and short-term goals.

“Ikigai" (生き甲斐, lit. 'a reason for being') is a Japanese concept that refers to the sense of purpose or meaning that drives an individual’s actions and motivations. In product management, understanding and aligning with an individual’s ikigai can be a useful tool for creating a sense of purpose and meaning in work, and for building a strong and motivated team.

“Inbound Marketing” refers to marketing strategies and tactics that involve attracting and engaging potential customers through content and other forms of value, rather than through traditional advertising or interruptive marketing techniques. In product management, inbound marketing can be a useful tool for building relationships with customers and for driving engagement and sales.

“Income” refers to the money that a business or individual earns from various sources, such as sales, investments, or rent. In product management, understanding and maximising income can be a key goal, and may involve identifying and targeting high-value customers, optimising pricing and revenue models, and minimising costs.

“Incubator” refers to a program or organisation that helps startups and early-stage businesses to develop and grow by providing support, resources, and networking opportunities. In product management, incubators can be a useful tool for accessing expertise and resources, and for building a network of contacts and potential partners.

“Innovation” refers to the development and implementation of new ideas, products, or processes that create value or improve upon existing ones. In product management, innovation can be a key focus, and may involve identifying and developing new ideas, products, or features, as well as testing and refining existing ones.

“Intellectual Property (IP)” refers to legal rights and protections that are granted to creators and owners of original works, inventions, and other forms of intellectual property. In product management, understanding and protecting IP can be a key consideration, and may involve securing patents, trademarks, or copyrights, as well as developing strategies for licensing or commercialising IP assets.

“Intrapreneur” refers to a manager within a company who promotes innovative product development and marketing

“Iteration” refers to the process of repeating a task or process in order to improve upon it or to achieve a desired outcome. In product management, iteration can be a key approach to product development, and may involve testing and refining different ideas or prototypes in order to identify the most effective solutions.

“Joint venture” refers to a business partnership or collaboration in which two or more companies or individuals work together on a specific project or venture. In product management, joint ventures can be a useful tool for accessing new markets, resources, or expertise, and for building relationships with partners or customers.

“Kaizen” is a Japanese concept that refers to a continuous process of improvement, involving small but incremental changes that lead to significant improvements over time. In product management, kaizen can be a useful approach to product development, and may involve making small but consistent changes to processes, products, or features in order to improve efficiency, quality, or customer satisfaction.

“Kanban” is a method of visual project management that uses cards or other visual elements to represent tasks or stages of a project, and to track progress and identify bottlenecks or inefficiencies. In product management, kanban can be a useful tool for tracking and managing workflows and for identifying and addressing issues that may be hindering progress.

“Key Performance Indicator (KPI)” refers to a measurable value or metric that is used to track and evaluate the performance of a business, product, or process. In product management, KPIs can be a useful tool for tracking and measuring the effectiveness of different strategies or initiatives, and for identifying areas for improvement.

“Kill your Company” is a phrase that refers to the idea of making difficult but necessary decisions to change or discontinue a product, service, or business in order to improve overall performance or achieve a specific goal. In product management, the concept of “kill your company” can be a useful tool for reassessing and refocusing efforts, and for making tough but necessary decisions in order to achieve success.

“Laggards” refers to customers, users, or adopters of a product or service who are slower to adopt or engage with it than others. In product management, laggards can be a key consideration, and may require different strategies or approaches in order to drive adoption or engagement.

“Landing page” refers to a specific web page that is designed to be the entry point for a website or online campaign, and is typically focused on a specific topic or goal. In product management, landing pages can be a useful tool for driving traffic, leads, or sales, and may involve testing and optimising different elements such as headlines, images, or calls to action in order to improve performance.

“Launch” refers to the process of introducing a new product, service, or initiative to the market. In product management, launch can be a key focus, and may involve developing and executing a launch plan, creating marketing and communications materials, and coordinating with different teams or stakeholders to ensure a successful rollout.

“Lean” refers to a philosophy or approach to business that emphasises continuous improvement and the elimination of waste, in order to increase efficiency, reduce costs, and improve customer value. In product management, lean principles can be a useful tool for identifying and addressing inefficiencies, and for streamlining processes in order to improve product development and delivery.

“Lean Canvas” is a visual tool used to help businesses and startups develop and communicate their business models. It consists of a one-page diagram that helps to identify and prioritise key elements such as value proposition, customer segments, channels, revenue streams, and key metrics. In product management, the lean canvas can be a useful tool for developing and communicating product strategies, and for identifying and prioritising key areas for focus.

“Lean Startup” refers to a methodology or approach to business development that emphasises rapid experimentation, learning, and iteration in order to validate and improve business ideas and models. In product management, the lean startup approach can be a useful tool for developing and testing new products or features, and for adapting and adjusting strategies in response to customer feedback or market conditions.

“Letter of Intent (LoI)” refers to a written document that outlines the terms and conditions of a proposed business transaction or agreement. In product management, an LoI can be a useful tool for outlining the key elements of a product or service offering, and for communicating expectations and requirements to potential partners or customers.

“Level 1 & 2 Decisions” refer to different types of decisions that businesses and organisations may need to make in order to achieve their goals. Level 1 decisions are typically high-impact and long-term, and may involve significant resources or commitments. Level 2 decisions are typically lower-impact and shorter-term, and may involve smaller investments or commitments. In product management, understanding the different types of decisions that need to be made, and the level of impact or resources they require, can be a useful tool for prioritising and managing work.

“Liabilities” refer to obligations or debts that a business or organisation has, such as loans, leases, or contracts. In product management, understanding and managing liabilities can be important for ensuring financial stability and sustainability, and for identifying and addressing potential risks or challenges.

“Licensing” refers to the process of granting permission to use or access intellectual property or other assets, typically in exchange for a fee or other consideration. In product management, licensing can be a useful tool for monetising products or services, and for establishing partnerships or collaborations with other businesses or organisations.

“Liquidity” refers to the ability of a business or organisation to meet its financial obligations as they come due, typically by having sufficient cash or other readily-convertible assets. In product management, understanding and managing liquidity can be important for ensuring financial stability and sustainability, and for identifying and addressing potential risks or challenges.

“Loss leader pricing” refers to the practice of setting prices for a product or service below the cost of production or delivery, in order to attract customers or drive sales of other products or services. In product management, loss leader pricing can be a useful tool for driving traffic, leads, or sales, but can also present risks if not managed carefully.

“Low Hanging Fruit” refers to opportunities or actions that are relatively easy to pursue or achieve, and that offer significant potential benefits or returns. In product management, identifying and focusing on low hanging fruit can be a useful tool for maximising efficiency and impact, and for prioritising efforts and resources.

“Main Street Business” refers to small, locally-owned businesses that serve the needs of a specific community, as opposed to large, national or multinational corporations. In product management, understanding the needs and preferences of main street businesses can be important for developing products or services that meet their needs and expectations.

“Merger” refers to the combination of two or more businesses or organisations into a single entity. In product management, understanding the implications of a merger, and the potential impact on products, services, or markets, can be important for planning and strategy.

“Microsite” refers to a small, standalone website that is focused on a specific topic or purpose, and that is typically accessed through a link from another website. In product management, microsites can be a useful tool for promoting or showcasing specific products, services, or initiatives, and for capturing leads or driving conversions.

“Minimum Viable Product (MVP)” refers to a version of a product or service that has the minimum set of features or functionality required to be viable, and that can be used to gather feedback or validate assumptions. In product management, MVPs can be a useful tool for developing and testing new products or features, and for gathering data or insights that can be used to refine or improve the product or service.

“Mission Statement” refers to a statement of purpose or guiding principles that outlines an organisation’s values, goals, and objectives. In product management, understanding and aligning with an organisation’s mission statement can be important for developing products or services that align with the organisation’s values and goals.

“Monetisation” refers to the process of generating revenue or income from a product or service. In product management, understanding and identifying monetisation opportunities can be important for maximising the value or impact of a product or service, and for ensuring financial sustainability.

“Monthly Recurring Revenue (MRR)” refers to the amount of revenue that a business or organisation receives on a regular, recurring basis, typically on a monthly basis. In product management, understanding and managing MRR can be important for forecasting revenue, identifying trends or patterns, and for managing financial stability or growth.

“Multilevel Marketing (MLM)” refers to a type of marketing or sales strategy that relies on a network of independent distributors or salespeople to promote and sell products or services. In product management, understanding the unique characteristics and challenges of MLM can be important for developing and marketing products or services that align with this model.

“Network Marketing” refers to a type of marketing or sales strategy that relies on building and leveraging a network of personal relationships or connections to promote and sell products or services. In product management, understanding the role and importance of network marketing can be important for developing and marketing products or services that align with this model

“Networking” refers to the process of building and maintaining professional or personal relationships or connections with other people or organisations. In product management, networking can be a useful tool for identifying opportunities, building partnerships or collaborations, and for gathering insights or feedback.

“Niche” refers to a specialised or defined market or segment within a larger market or industry. In product management, understanding and targeting specific niches can be important for developing and marketing products or services that meet the unique needs or preferences of these segments.

“No Code” refers to the concept of developing software or applications without writing code, typically by using pre-built platforms, templates, or tools. In product management, understanding the capabilities and limitations of no code tools can be important for developing and launching products or features quickly or with limited resources.

“Non-Disclosure Agreement (NDA)” refers to a legal document that outlines the terms and conditions under which one party agrees to protect the confidentiality or proprietary information of another party. In product management, NDAs can be useful for protecting sensitive or proprietary information during the development or launch of a product or service.

“North Star Metric” refers to a key performance indicator (KPI) that represents the most important or impactful metric for a business or organisation. In product management, understanding and aligning with the north star metric can be important for developing products or features that contribute to the overall success or growth of the business.

The north Star Metric is also sometimes wrongly referred to be synonymous with "The One Metric That Matters (OMTM)". OMTM is a short-term metric (generally used for two to six months) and tends to be departmental.

“One Sentence Pitch” refers to a concise, compelling summary of a product, service, or idea, typically presented in a single sentence. In product management, developing a strong one sentence pitch can be important for communicating the value or benefits of a product or service, and for capturing the attention or interest of potential customers or stakeholders.

The opportunity cost of a decision is what you miss out on by choosing to invest in one product, service, event, resource, etc. over the alternatives.

“Opportunity Solution Tree” (by Teresa Torres) is a product management tool that helps map potential opportunities and solutions to business goals by mapping out dependencies in a tree-like structure. This helps prioritise and analyse different options to determine the best course of action. It can also be used to visualise and communicate ideas to stakeholders.

“Other people’s money (OPM)” refers to the concept of using external funding or investment to finance a business or project, rather than relying on personal or internal resources. In product management, understanding the options and considerations for raising OPM can be important for scaling or growing a business or product.

“Outbound Marketing” refers to marketing strategies or tactics that involve actively reaching out to or interacting with potential customers or clients, often through channels such as advertising, direct mail, telemarketing, or cold-calling. In product management, understanding the role and effectiveness of outbound marketing can be important for generating leads or driving sales.

“Pareto Principle” (also known as the “80/20 rule”) refers to the concept that a small proportion (e.g. 20%) of a group or population (e.g. customers, products, etc.) typically generates a disproportionate amount (e.g. 80%) of the outcomes (e.g. revenue, value, etc.). In product management, understanding and applying the Pareto Principle can be useful for identifying and prioritising opportunities or resources.

“Performance Marketing” refers to marketing strategies or tactics that are focused on achieving specific, measurable results, such as leads, sales, or conversions. In product management, understanding and leveraging performance marketing can be important for driving revenue or growth.

“Persona” refers to a fictional character or user archetype that represents the needs, goals, or characteristics of a target audience or user group. In product management, creating and using personas can be a useful tool for understanding and designing for the needs of specific user groups.

A phased product launch is a progressive roll-out of the new product or feature to the market. Usually, this period is used to iterate on the product and fine-tune it.

“Pinocchio MVP” refers to a type of minimum viable product (MVP) that uses fake or simulated functionality to test or validate a product concept or idea. In product management, using a Pinocchio MVP can be a useful strategy for testing or verifying assumptions or hypotheses about a product or service without incurring the time or cost of building a fully functional MVP.

“Pirate Metrics” refers to a framework for measuring and tracking the growth of a business or product, developed by Dave McClure of 500 Startups. The pirate metrics framework includes the following five stages: Acquisition (A), Activation (A), Retention (R), Revenue (R), and Referral (R). In product management, understanding and using pirate metrics can be useful for tracking and optimising the growth and performance of a product or business.

“Pitch” refers to a presentation or argument that is made to persuade or convince someone (e.g. an investor, customer, etc.) to support or take action on an idea or product. In product management, developing and delivering a strong pitch can be important for attracting support or investment for a product or business.

“Pitch Deck” refers to a presentation or slide deck that is used to support a pitch or presentation, typically including information about the product, business, market, team, etc. In product management, developing a compelling pitch deck can be important for communicating the value and potential of a product or business to potential investors or partners.

“Pivot” refers to the process of significantly changing or altering the direction or focus of a product, business, or strategy, often in response to feedback, data, or market conditions. In product management, understanding when and how to pivot can be important for adapting and remaining competitive in a changing market.

“Pomodoro Technique” refers to a time management method that involves working on a task or project in focused, 25-minute intervals, separated by short breaks. In product management, using the Pomodoro Technique can be useful for increasing productivity and reducing distractions.

“Pretotype” refers to a lightweight prototype or mockup of a product or idea that is used to test assumptions or gather feedback without investing significant time or resources. In product management, creating pretotypes can be useful for quickly and cheaply testing and refining ideas before building a full prototype or launching a product.

“Problem-Solution Fit” refers to the degree to which a product or solution addresses a specific customer problem or need. In product management, achieving problem-solution fit is important for ensuring that a product is valuable and desirable to its target audience.

Product awareness is the degree of knowledge that customers have about a product.

“Product Discovery” refers to the process of identifying, validating, and prioritising product ideas or opportunities that align with the needs and goals of the business or market. In product management, product discovery involves researching and understanding customer needs, evaluating potential solutions, and defining the features and benefits of a product.

A product requirements document (PRD) defines the requirements of a particular product, including the product’s purpose, features, functionality, and behaviour. It serves as a guide for business and technical teams to help build, launch, or market the product.

Product viability refers to the business potential of a specific product. How relevant and interesting is the product to your target buyer personas? Viable products need to be profitable, implementable, and scalable.

“Product Vision Board” refers to a visual representation of the long-term goals and desired outcomes of a product or business, often including elements such as target market, value proposition, key features, and target metrics. In product management, creating a product vision board can be useful for communicating the direction and potential of a product to stakeholders and team members.

“Product-Led Growth” refers to a business model or strategy in which the product itself is the primary driver of customer acquisition, retention, and revenue, often through a freemium or self-service model. In product management, adopting a product-led growth approach can be useful for attracting and retaining users through a compelling and valuable product experience.

“Product-Market Fit” refers to the degree to which a product meets the needs and preferences of its target market, resulting in customer satisfaction and adoption. In product management, achieving product-market fit is critical for the success of a product and can be influenced by factors such as pricing, marketing, and product features.

“Proof of Concept” (POC) refers to a prototype or demonstration that is used to test the feasibility or viability of an idea or concept. In product management, creating a POC can be useful for quickly and cheaply assessing the potential of an idea or solution before investing significant time or resources.

“Prototype” refers to a preliminary version or mockup of a product or idea that is used to test and validate concepts or gather feedback. In product management, creating prototypes can be useful for testing assumptions, refining ideas, and gathering feedback before building a final product.

“Public Relations (PR)” refers to the practice of managing communication and relationships between a company or organisation and its stakeholders, including customers, media, and the general public. In product management, PR can be useful for promoting products, managing brand reputation, and building relationships with key stakeholders.

Qualitative user research includes research methods like user interviews and field studies and helps you collect qualitative data through the direct observation and study of participants. Qualitative data yields an understanding of the motivations, thoughts, and attitudes of people (Maze).

Quantitative user research is the process of collecting and analysing objective, numerical data from various types of user testing. Quantitative research utilises large sample numbers to produce bias-free, measurable data about a user population. (Careerfoundry)

“Ramen Profitable” refers to a business or product that is generating enough revenue to cover basic living expenses, but not much more. In product management, achieving ramen profitability can be a key milestone on the way to more sustainable and scalable revenue streams.

“Referral” refers to the practice of promoting a product or service through word-of-mouth recommendations by satisfied customers. In product management, referrals can be an effective marketing strategy, as people are more likely to trust recommendations from friends or colleagues than traditional advertising.

“Relabel MVP” refers to the practice of using an existing product or service as a minimum viable product (MVP), rather than building a new one from scratch. In product management, relabelling an existing product as an MVP can be a cost-effective way to test a new market or business model without incurring the time and expense of developing a new product.

“Resources” refer to the various inputs and assets that are needed to create, produce, and deliver a product or service. In product management, managing and allocating resources effectively is critical for maximising efficiency and minimising costs.

“Retention” refers to the ability of a company or product to retain customers over time. In product management, retention is an important metric to track, as maintaining a loyal customer base can be more cost-effective than constantly acquiring new customers.

“Return on Investment” (ROI) refers to the measure of the profit or benefit generated from an investment, expressed as a percentage of the original cost. In product management, calculating ROI can be useful for evaluating the potential profitability of different product or business strategies and decisions.

“Revenue” refers to the total income generated by a business or product, typically from the sale of goods or services. In product management, revenue is an important metric to track, as it is a key indicator of the performance and profitability of the business.

“Reverse Trial” refers to a marketing strategy in which a product or service is initially offered for free, with the option to upgrade to a paid version later. In product management, reverse trials can be an effective way to generate initial interest and build a customer base, while still providing value to the customer.

“Run rate” refers to the projected or expected performance of a business or product over a given period of time, based on current trends or data. In product management, run rate can be used to predict future performance and make informed decisions about the business.

“Runway” refers to the amount of time a company has before it runs out of funding or capital. In product management, managing the runway effectively is important for ensuring that the business has enough resources to achieve its goals.

“SaaS” (Software as a Service) refers to a business model in which a company provides software as a service to customers, typically on a subscription basis. In product management, SaaS products can be a cost-effective and scalable way to deliver software to customers, as they do not require upfront costs or installations.

SaaS product demos are a crucial phase in the middle and lower parts of the lead funnel and help sell cloud-based software-as-a-service (SaaS) applications. Live demonstrations are generally conducted either in-person or online with focus on connecting relevant features, functionality, and benefits with the prospect's ('lead') needs and jobs-to-done. 

“Scalability” refers to the ability of a business or product to grow or expand without requiring significant additional resources or effort. In product management, scalability is an important factor to consider when designing and developing products, as it can help the business to grow and adapt to changing market conditions.

“Scrum” is a framework for managing and completing complex projects, typically in the field of software development. In product management, Scrum can be used to break down large projects into smaller, more manageable tasks and prioritise them based on importance and value.

“Search Engine Marketing” (SEM) refers to the practice of promoting a website or product through paid advertising on search engines. In product management, SEM can be an effective way to drive targeted traffic to a website or product and increase visibility and sales.

“Search Engine Optimization” (SEO) refers to the practice of optimising a website or product to improve its ranking in search engine results. In product management, SEO can be an important aspect of driving organic traffic to a website or product, as it helps to increase visibility and attract potential customers.

“Serial Entrepreneur” refers to an individual who has started and run multiple businesses or ventures over the course of their career. In product management, serial entrepreneurs often have a wealth of experience and knowledge that can be applied to the development and management of successful products.

“Side Hustle” refers to a secondary job or business that an individual engages in alongside their primary source of income. In product management, a side hustle can be a way for individuals to explore new business ideas and gain practical experience in product development and management.

A skill gap analysis assesses the disparity between the skills required for a [project / team / role] and the skills already covered with currently available resources. The outcome helps evaluating whether the organisation needs to provide additional support or training to the team or if they want to hire new resources.

“Skill Set” refers to the set of skills and knowledge that an individual has acquired through education and experience. In product management, a strong skill set may include problem-solving, analytical thinking, communication, and leadership.

“Skin in the Game” refers to the idea that an individual has a personal stake or investment in the outcome of a project or venture. In product management, having skin in the game can motivate individuals to work harder and take more ownership over the success of a product.

“Social Entrepreneur” refers to an individual who uses business strategies and practices to address social and environmental problems. In product management, social entrepreneurs may focus on developing products that serve a specific social or environmental need and generate profits to support their mission.

“Social Proof” refers to the idea that people are more likely to adopt a behaviour or product if they see others doing the same. In product management, social proof can be an effective way to increase adoption and sales of a product by leveraging endorsements, reviews, and other forms of social influence.

“Soft Launch” refers to the practice of introducing a product or service in a limited or discreet way, typically to a small group of users, before a full-scale launch. In product management, a soft launch can be used to gather feedback, test market demand, and identify any issues before a wider launch.

“Solopreneur” refers to an entrepreneur who runs a business by themselves, without any employees or partners. In product management, a solopreneur may be responsible for all aspects of product development and management, including ideation, marketing, sales, and operations.

In product management, A/B tests (also referred to as split tests) are used to identify the best-performing variation of a product feature or update.

“Stakeholder” refers to an individual or group that has an interest or concern in something, especially a business. In product management, stakeholders may include customers, employees, shareholders, and other parties that are impacted by the success or failure of a product.

“Start-up” refers to a new business that is in the early stages of operation. In product management, start-ups often focus on developing and testing new products or business models, with the goal of achieving growth and sustainability.

In the context of AB testing experiments, statistical significance is how likely it is that the difference between your experiment’s control version and test version isn’t due to error or random chance. For example, if you run a test with a 95% significance level, you can be 95% confident that the differences are real.

“Stealth Mode” refers to a state of secrecy in which a company or project operates quietly and without public awareness. In product management, stealth mode can be used to protect intellectual property and keep competitors in the dark about a company’s plans.

“Storytelling” refers to the practice of using stories to communicate ideas or information. In product management, storytelling can be used to engage and persuade customers, create emotional connections with a product, and communicate the value and benefits of a product.

“Strategic Alliance” refers to a partnership or collaboration between two or more companies that aims to achieve mutual benefits and achieve shared goals. In product management, strategic alliances can be used to access new markets, share resources and expertise, and reduce costs.

“Stripped Tease MVP” refers to a minimum viable product that only includes the essential features and functionality needed to solve a specific problem. In product management, a stripped tease MVP can be used to quickly test an idea or concept and gather feedback from potential customers.

“Sweat Equity” refers to the value or contribution that an entrepreneur or employee brings to a business through their hard work and effort, rather than through financial investment. In product management, sweat equity can be used to compensate individuals who contribute to the development of a product or business, but do not have the financial resources to invest.

“SWOT Analysis” refers to a tool used to assess the strengths, weaknesses, opportunities, and threats of a product, company, or project. In product management, a SWOT analysis can be used to identify the internal and external factors that may impact the success or failure of a product, and to develop strategies to address these factors.

“T-Shaped Personality” refers to an individual who has a broad range of skills and expertise, but also has a deep level of knowledge and expertise in a specific area. In product management, a T-shaped personality is someone who is able to contribute to various aspects of product development, but also has a specialised skill set that they can bring to bear on specific challenges or problems.

T-shirt sizing helps estimate and plan capacity by tagging each project’s relative effort or time from XS to XXL. The “size” represents scope, complexity, effort, hours – whatever aligns to your tracking needs. It’s a simple way to gauge initiatives.

“Target Market” refers to the specific group of customers that a product or business is trying to reach and sell to. In product management, identifying and understanding the target market is critical to developing a product that meets the needs and preferences of that specific group.

“Technical Debt” refers to the accumulation of technical problems or shortcuts that a product or system has taken in order to meet deadlines or achieve specific goals. In product management, technical debt can impact the long-term viability and scalability of a product, and should be carefully managed to ensure that it does not become a burden on the business.

“Technology Adoption Cycle” refers to the stages that customers go through when adopting a new product or technology. In product management, understanding the technology adoption cycle can help to identify the most effective marketing and sales strategies for different stages of the adoption process.

“Term Sheet” refers to a document that outlines the terms and conditions of an investment or partnership. In product management, a term sheet can be used to outline the details of a product development project, including the scope of work, timeline, budget, and any other relevant terms.

“The Mom Test” refers to a customer research method that focuses on gathering honest and unbiased feedback from potential customers. In product management, the Mom Test involves asking open-ended questions and avoiding leading or biased language in order to get a clear understanding of customer needs and preferences.

“The Right It” (Book by Rob Fitzpatrick) refers to the practice of focusing on solving the right problems, rather than simply trying build software. In product management, this means prioritising the most impactful and valuable problems to solve, and avoiding getting sidetracked by less important issues.

“Thought Leader” (Book by Alberto Savoia) refers to an individual or organisation that is recognised as an expert in their field and is often sought out for their insights and ideas. In product management, thought leaders can be a valuable source of inspiration and guidance, and may also be useful for building credibility and thought leadership within the industry.

“Time-to-Market” refers to the amount of time it takes to bring a product or service to market. In product management, reducing time-to-market can be a key factor in achieving a competitive advantage and maximising the potential of a product.

“Total Addressable Market” (TAM) is a measure of the potential size of a product or service in a specific market. It represents the maximum potential revenue that a company can generate in that market. In product management, understanding the TAM helps to inform market sizing and potential revenue projections.

“Total cost of ownership” (TCO) is a measure of the full cost of owning and operating a product or service over its lifetime. In product management, understanding TCO can help to inform pricing and profitability decisions.

“Traction” refers to the progress and adoption of a product or service by its users. In product management, tracking traction can help to identify and analyse customer behaviour and demand.

“Traction model” is a framework for understanding and predicting the growth of a product or service. In product management, a traction model can help to inform marketing and product development efforts.

A trade-off is a kind of compromise that involves giving up something in return for getting something else.

“Traffic” refers to the number of visitors or users that a product or service receives. In product management, tracking traffic can help to understand user engagement and customer behaviour.

“Turnover” refers to the rate at which employees leave a company or the rate at which customers abandon a product or service. In product management, tracking turnover can help to identify and address issues with employee retention or customer satisfaction.

“Unicorn” refers to a privately held startup company valued at over $1 billion. In product management, a unicorn company is often seen as a high-growth, successful business with a strong product and market fit.

“Unique Selling Proposition” (USP) refers to the unique benefit or advantage that a product or service offers to customers. In product management, a USP is used to differentiate a product from its competitors and convince customers to choose it over alternatives.

“Unique Value Proposition” (UVP) refers to the unique value or benefit that a product or service offers to customers. In product management, a UVP is used to differentiate a product from its competitors and communicate its value to potential customers.

“Unit Economics” refers to the financial performance of a single unit or product, typically measured in terms of revenue, cost, and profitability. In product management, unit economics can be used to assess the viability of a product or business model and determine pricing strategies.

“Upselling” refers to the practice of selling additional products or services to a customer, typically by suggesting higher-priced or more advanced options. In product management, upselling can be used to increase customer value and revenue.

“Usability” refers to the ease of use and learnability of a product or service. In product management, usability is an important consideration as it impacts the user’s ability to interact with and use the product effectively.

“User Experience” (UX)refers to the overall experience of a user when interacting with a product or service, including how easy or enjoyable it is to use. In product management, UX is an important consideration as it impacts the user’s satisfaction and likelihood to continue using the product.

“User Interface” (UI) refers to the interface or design of a product or service, including the layout, graphics, and controls. In product management, UI is an important consideration as it impacts the user’s ability to interact with and use the product effectively.

“User Journey” refers to the steps or actions that a user takes when interacting with a product or service, from discovery to purchase and beyond. In product management, understanding the user journey can help inform product design and marketing efforts.

“Validation” refers to the process of verifying that a product or idea meets the needs and expectations of its intended users. In product management, validation is often carried out through customer research and testing to ensure that the product is viable and meets market demand.

“Validation Plan” is a visual canvas by Ash Maurya outlining the steps and methods to be used to validate a product or idea. In product management, a validation plan can help ensure that the validation process is thorough and effective in verifying that the product meets the needs and expectations of its intended users.

“Valley of Death” refers to the stage in a product’s development when funding or resources are scarce and there is a risk of the product failing or being abandoned. In product management, identifying and addressing potential challenges and risks during the valley of death stage can help ensure the product’s success.

“Valuation” refers to the process of determining the worth or value of a product or company. In product management, valuation can be used to assess the potential return on investment or to compare different products or options.

“Value Capture” refers to the process of converting the value created by a product or service into revenue or other forms of value. In product management, understanding how to capture value is an important consideration when developing and marketing a product.

“Value Discovery” refers to the process of identifying and understanding the value that a product or service creates for its users. In product management, value discovery can help inform product design and marketing efforts, as well as inform pricing and monetisation strategies.

“Value Proposition” refers to the unique benefits or value that a product or service offers to its customers. In product management, a strong value proposition can help differentiate the product from competitors and attract potential customers.

“Value Proposition Canvas” (VPC) is a tool used to visualise and define the value proposition of a product or service. In product management, the VPC can be used to align the product’s features and benefits with the needs and desires of its target market.

“Venture Capital” refers to financial investment made in a start-up or small business with high growth potential. In product management, venture capital can provide the funding and resources needed to develop and scale a product.

“Viability” refers to the ability of a product or business to be successful and sustainable in the long term. In product management, assessing the viability of a product can help ensure that it has the potential to meet its goals and generate value for its stakeholders.

“Viral Marketing” refers to the use of social networks and other forms of online communication to promote a product or service through word-of-mouth marketing. In product management, viral marketing can be an effective way to generate buzz and increase brand awareness.

“Vision Statement” refers to a statement that outlines the long-term goals and aspirations of a company or organisation. In product management, a vision statement can guide the development and direction of a product and help ensure that it aligns with the overall mission and values of the organisation.

“Wantrepreneur” is a term used to describe an individual who talks about starting a business or pursuing entrepreneurial ventures but does not take any action towards making it a reality. In product management, wantrepreneurs may struggle with moving from idea generation to execution and may benefit from strategies and tools that help them focus on taking concrete steps towards building a product.

“Wireframe” refers to a visual representation of a user interface or website that shows the layout, organisation, and hierarchy of elements. In product management, wireframes can be used to prototype and test the user experience of a product before it is fully developed.

“Wizard of Oz MVP” refers to a type of minimum viable product (MVP) where the product appears to be fully functional, but behind the scenes, a team is manually fulfilling requests or tasks. In product management, a Wizard of Oz MVP can be used to test market demand and gather feedback without building a fully functional product.

“XYZ Hypothesis” (by Alberto Savoia) refers to a framework for identifying and testing assumptions about a product or business idea. X stands for a threshold, Y for a group of users and Z for a specific action they take.