Without a product to market and sell, you have nothing. It is the second most important ingredient to a small business success—next to your customer.

Many businesses generate a great product idea and then lock into that concept without first considering the best product manager of all—yes, again—the customer. If you let your customer determine what products and services you sell, then half the battle is won. The people who reach into their wallets and spend money on your product do so because they like what they see and then buy what they need. Your product or service has something that others did not, and thus you have a fan—at least for that purchase. Just because you sell your product once is no guarantee you will sell it again. Repeat sales are a gold mine if you can accomplish that consistent feat.

World-class product management is what fuels repeat customers. It is the starting point of the product life cycle and is the brain, muscle, and monitor of all successful products and services.

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