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Can you see Jenn the marketer opening an app on her i Phone while sitting on a subway car? Your team can too and they can also then start thinking about what the perfect (not just good) solution would be for them.Write out as many use cases as you feel are needed.
I also try to rank the problems, so that the most important issues get the most attention.
Top problems may be because it affects the most people or functionality issues like the feature crashing constantly.
You will gain the full respect of your designers and engineers if they know you always have a customer story and/or data to back up everything they may ask you about in the Thesis.
Every company, and especially startups, are resource constrained.
When I’ve had multiple KPIs for a feature they’ve been things like: You will fail sometimes, but by forcing yourself to quantify what you expect to happen, you will keep you and your team honest.
By setting a number that you must hit you can also know when you should go back and iterate.
The biggest crime product managers can commit against their team and their profession is to make up answers to critical decisions. If you don’t know the answer to one of the sections in the Thesis, go find out.
Dive into your analytics, talk to customers, run a survey, talk to your sales/account management/support teams that interact with customers regularly.
This section is all about avoiding hearing from engineering, Balancing the present and the future is a constant struggle for a product.
The best thing you can do for your team is give them the key information you know so they can do their best to balance their work against the present and future as well.