- One common misconception about b2b product teams is that they should spend most of their time thinking about the buyer (e.g. an executive, IT decision maker) rather than the individuals using the product every day. This misconception arises because in business settings, everyday users sometimes don’t have much choice in the tools they use. However, product teams who focus too much attention on the buyer and not enough on everyday users often end up building products that may get some initial traction, but ultimately become the products teams love to complain about, and in the long run, will stop using.
- We focus on making the individual experience of Asana as easy and delightful as possible, so that everyone using the product can see and feel how it’s making work less effortful every day – even if they’re not the person signing the check.
- Earning customer love and trust at every level creates a solid foundation for growing your relationship and your business. Moreover, B2B customers increasingly expect and review analytics of how their teams are using products, and if it’s clear that the folks at their organizations are highly engaged with a product and love using it, they’re much more likely to remain customers.
