5 Shifts That Changed How Teams Build Products
Over the years, I’ve noticed a pattern working with startups, global brands, and middle-market manufacturers.
The best product teams don’t follow a rigid playbook. They build from a strong foundation and adapt with clarity and flexibility.
I’ve come back to these five themes again and again. They’ve helped my clients focus, accelerate time to market, and bring products to market that make an impact for both customers and the business.
Maybe they’ll help you do the same.
1. Start with Impact, Not Activity
It’s easy to confuse “busy” with “productive.”
I see development teams overloaded with projects and feeling real pressure to deliver on aggressive timelines. But when everything is urgent, it’s hard to tell which work actually moves the business forward.
Instead of measuring progress by how many features ship or how many projects are in motion, focus on the outcomes that matter most, such as revenue growth, market traction, and stronger margins.
Great teams get things done, but they stay disciplined to get the right things done.
Tip: Before kicking off any new project, write down the specific outcome you expect for the customer and the business. If you can’t define both, it’s not ready to start.
2. Get Closer to the Customer
Real customer clarity rarely comes from behind a desk. It happens by being where customers are, seeing their challenges firsthand, and understanding how your product fits into their world.
I’ve seen teams completely shift their priorities after spending a day on a customer site. Observing workflows, asking thoughtful questions, and listening without rushing to solve gives insights you’ll never find in an internal meeting or from secondhand opinions.
Great teams make this a regular habit. They know staying close to customers helps them make better decisions, avoid costly missteps, and build products that truly solve problems.
Tip: Schedule customer visits or calls every quarter and protect that time like a key deadline.
3. Build Together, Not in Silos
The best products come from teams that work side by side, not in isolated departments. When engineering, sales, marketing, and operations share the same context, they make faster, better decisions.
I’ve seen roadmaps shift constantly because teams weren’t aligned from the start. Without clear communication, priorities change midstream and progress stalls. Bringing teams together early to frame the problem and explore solutions creates shared ownership and keeps everyone moving in the same direction.
Great teams don’t just hand work off. They stay connected through the entire process. That collaboration builds trust, keeps momentum high, and ensures everyone is aiming at the same goal.
Tip: Start key initiatives with a cross-functional workshop to align on the problem, customer needs, and definition of success.
4. Make Small Bets Before Big Ones
When teams are aligned, the next challenge is deciding what to build and how to build it. Great teams resist the urge to commit fully before they have evidence they’re on the right track.
I’ve seen companies invest months into a launch only to discover customers didn’t want it. Small tests, like a prototype, pilot program, or even a single conversation with the right customer, can reveal whether the idea holds up in the real world.
Starting small doesn’t slow you down. It helps you move faster because you avoid the cost and frustration of building the wrong thing.
Tip: Before committing resources, define the smallest test you can run to validate your assumptions and gather feedback.
5. Lead with Clarity and Courage
Even the best strategy falls apart without leadership that inspires trust and direction. Teams work best when they know where they are going, why it matters, and how their work connects to the bigger picture.
I have seen product managers hesitate to make decisions, hoping more information will make the choice easier. But indecision can stall a team faster than a wrong decision. Clear direction, even if it needs adjusting later, keeps momentum alive.
Strong leaders communicate the vision, clear roadblocks, and create space for their team to do their best work. They are not afraid to make hard calls and stand by them.
Tip: At the start of every project, clearly state the objective, success criteria, and why it matters. Revisit this often so the team stays aligned and confident.
Which One Resonates Most With You?
These five shifts can change how your team builds and delivers products. I’ve seen them turn stalled projects into momentum and help teams work with more clarity and confidence.
Which shift would make the biggest impact for your team right now?
If you are working through one and want to talk it through, send me an email. I’d be glad to hear what you are seeing and help you think about next steps.
Posted in Improve Product Managers | Tagged Communication, Behavioral Changes, Leadership
