Listicles — a simple technique for benchmarking your value proposition against alternatives

I have a killer product idea! It will be the “most awesomest” product out there. It will have this cool feature and this shiny interface, and blockchain, and AI, and a gravity gun, and blackjack, and... you know...

Should my team go build it? Or should I first test if someone cares enough to buy it?

Ok, the books say I must validate the demand first, so let's be the diligent Senior Product Manager we should be and test if people want it before we build it.

We need to make sure that:

oof, that's a lot of work! I'd rather just go build it, but fine.

What options for demand testing techniques do I have? Well, there are qualitative and quantitative methods, and I need both.

Qualitative method is relatively straightforward - I just need to interview enough people from the target market to dig into their jobs to be done, struggles and needs. They can also tell me about the alternative solutions they currently use to have their jobs done.

Quantitative method, on the other hand, is a bit tricky. I can always do a landing page test, but there are a few challenges with it:
1. Driving traffic to such a page is difficult and expensive, especially in a competitive market.
2. It's as much of a test for my ad, as it is for my product, and getting the ad right, considering its small size, is quite difficult and is a distraction.
3. But most importantly - I won't know how my solution can be compared to the available alternatives. There is no benchmark for the results I will get.

I have an idea though...

You know these "Top N something something" kind of articles? Like:

They are often referred to as "listicles" - articles presented in the form of a list.

They basically help you bypass doing your own research of possible solutions to a problem and present you with the best solutions to choose from.

They also offer an objective impartial analysis, rather than giving you a sales pitch designed to overstate benefits and downplay the drawbacks.

I love them - they make picking a new phone, a movie to watch, an app to install much easier. I also use them at work all the time while looking for solutions to everyday challenges.

So what if we use one of them to benchmark our product against best available alternatives?

Ok, here's my plan:

I already see benefits of disciplining my thinking just from writing this article.

Once I have this listicle up and getting traffic, here are possible outcomes:

I believe listicles have a huge potential for testing demand hypotheses.

Have you tried using listicles for your demand validation? If so - let us know in the comments how this worked for you.

Meet the author: Aleksei Badianov

Aleksei Badianov is a highly accomplished professional in the realm of Product Management, renowned for his outstanding contributions and exceptional leadership. With a laser focus on building cutting-edge delivery route optimisation products, Aleksei has served as a catalyst for success in hundreds of delivery and distribution companies across 12 countries. His innovative solutions have revolutionised the industry, optimising a staggering volume of over 100,000 deliveries per day and resulting in a substantial reduction of 1,631,320 kg of CO2 emissions annually.

Beyond the tangible results, Aleksei's influence extends far beyond the numbers. He has been a driving force behind transformative change within prominent market-leading organizations and groundbreaking unicorn startups. Aleksei's unwavering dedication to continuous learning and professional growth has propelled him to the forefront of the rapidly evolving field of Product Management.

Throughout his remarkable journey, Aleksei has consistently showcased his exceptional leadership prowess, skillfully guiding teams of varying sizes—ranging from agile startup groups to corporate powerhouses. With his deep understanding of Product Management principles and his visionary approach, Aleksei has achieved remarkable milestones and delivered successful outcomes time and time again.

Aleksei's contributions and expertise have garnered widespread recognition from esteemed Product Management communities, prestigious educational institutions, and prominent mentoring platforms. He has become a trusted advisor and mentor, generously sharing his wealth of knowledge and insights to empower aspiring Product Managers and guide them along their own professional paths.

With an unwavering commitment to continuous improvement and an unyielding passion for driving innovation, Aleksei Badianov stands as a highly sought-after professional within the realm of Product Management. His exceptional contributions, groundbreaking solutions, and unwavering dedication to personal growth serve as a testament to his extraordinary abilities and his resolute commitment to making a profound and positive impact within the industry.