How do you decide what to build when growth is flattening and you're facing intense competition from free products? When Aleks Bass joined Typeform as Chief Product Officer, she was faced with this exact challenge.

In this repeat episode, we cover:

• The "Feature Constellation" Concept: How combining features can unlock exponential customer value and willingness to pay.


• Prioritization at Scale: How Typeform used a MaxDiff survey to rank 86 features and find a 75% overlap in what all their user segments wanted.


• Research-Driven Strategy: The step-by-step process for turning deep customer insights into a clear, actionable product roadmap that aligns the entire company.


• Identifying Your True ICP: How the research revealed three distinct customer groups and helped Typeform prioritize marketers, who had bigger budgets and a higher willingness to pay for less mature features.


• Balancing Data and Intuition: Why deep domain expertise is a product manager's superpower and how to use research to bolster, not replace, your gut instinct.

Find part two of this episode here: https://youtu.be/iNHArB4q2TU

Links

LinkedIn: https://www.linkedin.com/in/aleksbass/

Typeform: https://www.typeform.com/

Resources

How To Say "Not Yet" To Enterprise | Deepti Mendiratta, VP Of Products (HungerRush) | LaunchPod: https://youtu.be/WHapWGbuS0Q

Chapters

00:00 How Combining Features Creates 10x Value

02:26 The Challenge: Flattening Growth & Hyper-Competition at Typeform

04:45 The Danger of "Incrementalization" in a Horizontal Product

07:50 Reigniting Growth with a Customer-Centric Strategy

11:50 The Research Plan: How to Figure Out What to Build, Fast

15:15 The Methodology: Using a MaxDiff Survey to Prioritize 86 Features

19:00 Surprising Discovery: 75% of Features Were Wanted by Everyone

24:30 Why Feature Maturity Matters for Different Personas

33:35 Unlocking Exponential Value with "Feature Constellations"

34:30 Case Study: Why "Video Answers" + "AI Analysis" is a 10x Combination

38:30 How to Use Research to Drive Company-Wide Alignment

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Special Guest: Aleks Bass.