#16: How to Ship Effectively with Drift’s VP of Product

On today’s episode of Build, Maggie sits down with Drift’s VP of Product, Craig Daniel, to discuss how to ship product – what it takes to hit your dates (and the importance of committing to them publicly), using tracer bullets to de-risk features, “good / better / best” tiering to scope features and the importance of naming conventions. Also in this episode, how Product Managers can progress in their careers and how to get features built by your team if you’re not on product. Hint: Talk to customers! Before you go leave a ⭐⭐⭐⭐⭐⭐ review and share the pod with your friends! Be sure to check out more insights on the Drift blog at drift.com/blog and find us on Twitter @maggiecrowley, @drift, @seekingwisdomio and @craigdaniel.

On today’s episode of Build, Maggie sits down with Drift’s VP of Product, Craig Daniel, to discuss how to ship product – what it takes to hit your dates (and the importance of committing to them publicly), using tracer bullets to de-risk features, “good / better / best” tiering to scope features and the importance of naming conventions.

Also in this episode, how Product Managers can progress in their careers and how to get features built by your team if you’re not on product. Hint: Talk to customers!

Before you go leave a ⭐⭐⭐⭐⭐⭐ review and share the pod with your friends! Be sure to check out more insights on the Drift blog at drift.com/blog and find us on Twitter @maggiecrowley, @drift, @seekingwisdomio and @craigdaniel.

In this episode:

0:19 - Introduction of this episode’s topic: shipping products
0:35 - Craig Daniel shares his background in the industry
2:45 - How to ship product, Craig shares the formula
3:24 - The constraints that matter: commit to a date, name the product you’ll ship, and tell a story
5:50 - Craig explains what a “tracer-bullet” in production is
7:12 - What is the “Good, Better, Best” framework
9:16 - Naming a product and telling a story is really important, Craig shares why
11:11 - Shipping on a promised date and the realistic logistics and challenges of it
12:29 - Drift built in collecting social proof as part of their marketing system and Maggie shares why she believes Drift made this rule
13:44 - Drift now has a cultural norm of believing in and sticking to a hard deadline
14:59 - A hard and fast deadline and dedication to meeting that deadline shows transparency and builds credibility amongst the team
15:44 - Advice to product managers on how they can implement this model on their team
18:15 - Craig gives three amazing pieces of advice for new product managers
19:46 - Craig shares two ways on how to get your feature built
All rights reserved. Drift 2019.