My professional journey took a pivotal turn one scorching summer day in Atlanta. As I sat in a dull corporate office, struggling to concentrate amidst the heat, a colleague posed a question that caught me off guard: "Why are we creating this product? What is its purpose?"

I was momentarily stunned, my mind racing for an answer. Profit? Expanding our customer base? While these were factual, they lacked excitement and meaning. The expression on the product manager's face signaled that she was seeking deeper insight, not just a standard corporate response.

Though I understood the company's mission, I had never considered the purpose behind the product beyond the customer problem it aimed to solve. Time seemed to freeze as I wrestled with my thoughts, visibly shaken by the unexpected inquiry. Rather than fabricate a response, I did what consultants often do: I asked a question in return.

"What does this product signify for you?"

This sparked an enlightening, multi-hour discussion that transitioned from me to us, as we explored the true purpose behind our product and how it aligned with the company's broader mission. Ultimately, we crafted a meaningful purpose that we could present to leadership, customers, and our team—something we genuinely believed in.

This experience taught me a critical lesson: avoid building products solely for profit or to address a problem; instead, develop them to fulfill a meaningful purpose.

# Start with the why, not the what

Have you ever questioned the purpose of your work as a product manager while bringing a product to life? If so, you're likely missing the essential element—a clear "why" behind your efforts.

For those of us involved in creation, having a purpose is vital. It imbues products with meaning and significance. Without purpose, a product is merely a collection of features. Purpose creates a narrative that gives products life.

For product teams, the "why" manifests as an inspiring, achievable north star. Prioritizing "why" over "what" is crucial for several reasons:

• Product managers must guide the team's focus on what's best for the product and be prepared to say no to distractions. Purpose serves as this guiding star.
• Determining what is worthwhile to build requires a standard against which to measure opportunities—the purpose.
• Product managers need to articulate what success looks like and motivate the team to realize that vision.
• By concentrating on the "why," product managers ensure they are developing products that meet customer needs and align with business objectives.

# An Example — Fairphone

While many products possess a strong purpose, consider Fairphone, a smartphone created by a Dutch social enterprise. Its mission is clear: to produce a device that is ethical and environmentally sustainable.

The smartphone industry often faces scrutiny for its adverse social and ecological effects. Founded in 2013, Fairphone seeks to challenge this narrative and demonstrate that ethical practices are attainable.

Fairphone distinguishes itself through its commitment to core ethical principles: using conflict-free minerals, ensuring fair labor conditions, promoting longevity and repairability, and aiming for full recyclability to minimize e-waste.

Each Fairphone model is designed for easy user repair, encouraging longer usage and reducing the demand for new devices. By offering a more ethical alternative, Fairphone embodies a powerful purpose: to instigate change in the industry and demonstrate that sustainable practices are viable.

Fairphone has launched several models and continues to make waves in the tech sector, selling over 400,000 devices in a competitive market.

# Purpose is the secret behind successful products

Research, including findings from Accenture, indicates that products with a clear purpose significantly outperform those without. Key points include:

• 91% of consumers are likely to switch to brands that support good causes if the price and quality are comparable. Additionally, 74% expect brands to take a stand on important issues.
• Purpose enables brands to emotionally connect with their audience, inspiring customer advocacy.
• Employees at purpose-driven companies tend to thrive and find motivation in their mission, which extends to the products they create.
• Today's consumers seek brands that make a positive impact, not just those that offer products or services.
• A strong purpose fosters loyalty and trust among otherwise fickle consumers.

Not every product needs a purpose that aims to improve the world, but it should possess a clear, meaningful intention beyond merely generating profit for shareholders.

What are the consequences of lacking purpose? In my experience, products without a defined purpose encounter numerous challenges:

1. Difficulty gaining traction: Without a clear purpose, attracting customers can prove challenging.
2. Struggles with differentiation: In saturated markets, uniqueness is vital. A product lacking distinct purpose may blend in with competitors.
3. Ineffective marketing: Marketing a product without a clear purpose can be daunting. If its benefits are not easily articulated and memorable, it won't resonate with potential customers.
4. Lack of direction in development: Without purpose, product development can become unfocused, leading to wasted efforts.
5. Short-lived success: While a product without clear purpose might achieve temporary success, its appeal may diminish over time without ongoing motivation.

Purpose serves as a catalyst for customers, stakeholders, teams, and organizations.

Are you ready to embrace this?

# Conveying purpose through your product roadmap

Recent discussions have highlighted that a product roadmap should be viewed as a means of communicating purpose rather than a mere plan. Many product managers mistakenly equate a roadmap with what to build, how to build it, and when it should be available. This perspective is misguided.

Think of a product roadmap as a GPS for your product's journey. It's not solely about the destination, route, or estimated arrival time; it's about understanding the purpose of the journey and ensuring that everyone involved comprehends it.

Thus, a product roadmap transcends a checklist of features and timelines. It is a strategic document that communicates the "why" behind your product.

# Another inspiring example of purpose in product

In the fast-paced world of tech startups, Tiny Speck, the developer of the game Glitch, faced challenges with their product's performance. Amid this uncertainty, they recognized the potential of an internal tool designed to enhance team communication and collaboration.

Realizing the tool's value, Tiny Speck shifted focus, driven by a clear purpose: to improve and simplify people's work lives through efficient communication. This pivot led to the creation of Slack, a tool that has since revolutionized workplace collaboration.

Transitioning from a game to a productivity tool required a complete strategic overhaul, a deep understanding of a new user base, and unwavering commitment to their purpose. The team concentrated on developing a user-friendly, visually appealing product that integrated smoothly with existing tools. Their dedication paid off; upon launching in 2014, Slack was embraced by teams worldwide, illustrating the enduring power of a clear purpose in achieving product success.

# Bringing it home

In a marketplace saturated with products, those grounded in purpose stand out. Addressing a problem or pursuing profits alone is insufficient.

While it's tempting to prioritize speed to market over purpose, this can be a costly error. Though establishing purpose may take time and affect speed, the long-term benefits far outweigh the initial investment.

Remember, a product's purpose acts as a guiding star, infusing meaning into every feature and function, and guiding teams through challenging times. Fairphone and Slack exemplify how purpose-driven products can transform industries.

Before diving into the "what," take a moment to reflect on the "why." Within purpose lies the promise of enduring success and inspiration that mere profits cannot offer.

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