What Does A Head of Product Do?

WHAT DOES A HEAD OF PRODUCT DO?

Updated: Oct 10, 2025 - The Head of Product leads the strategic planning and execution of the product roadmap, aligning cross-functional stakeholders and ensuring alignment with market needs and regulatory standards. The role involves managing the end-to-end product lifecycle, from concept through development to successful commercialization, while prioritizing features, conducting proof of concepts, and monitoring key product performance indicators. This position also drives a data-informed product development process and fosters strong cross-team collaboration through effective leadership of the product team.

A Review of Professional Skills and Functions for Head of Product

1. Head of Product Roles and Details

Product Strategy: Work closely with the CEO and VP of Engineering on the long-term product strategy.
Product Discovery: Drive product discovery with the designer to explore and validate new ideas.
Team Collaboration: Work hand in hand with the five-person software engineering team to ensure product delivery.
Design Feasibility: Balance design considerations with technical feasibility.
Business Analysis: Understand business needs and translate them into effective product decisions.
Feature Planning: Coordinate the timeframe for implementing new features.
Feedback Management: Collect insights and prioritize features based on internal and external feedback.
Team Building: Build the product and design team almost from scratch.

2. Head of Product Key Accountabilities

Product Vision: Set and own strategy and vision for the product roadmap.
Stakeholder Alignment: Work with the leadership team to align on priorities and business objectives.
Product Definition: Define the why, when, and what of the core product.
Market Analysis: Analyze market and competitive conditions.
User Engagement: Engage with users and anticipate their needs.
Roadmap Ownership: Own the product roadmap as well as release management.
Metrics Management: Define, analyze, and oversee key metrics to drive constant improvement to product and user experience.
Feature Management: Determine, prioritize, and manage the implementation of features and improvements.
Idea Development: Foster the creative process of generating, developing, and curating new ideas.
Cross-Functional Coordination: Coordinate with engineering, marketing, sales, and support teams.

3. Head of Product General Responsibilities

Portfolio Management: Manage and review the existing portfolio of products and rationalise any duplication.
Portfolio Strategy: Develop a strong portfolio strategy that drives lifetime customer value with a strong focus on increasing product count per customer.
Financial Assessment: Provide recommendations to the business on the financial viability of new products, markets, and customer opportunities.
Pricing Strategy: Develop pricing models and associated bundle offers across the product portfolio.
Growth Achievement: Achieve profitable growth across the entire product portfolio and increase SMB acquisition and customer retention.
Team Leadership: Provide leadership and direction to the existing product manager.
Marketing Collaboration: Work with the marketing team to develop appropriate product tools and value propositions to support the product offering.
Sales Alignment: Work collaboratively with sales to ensure a common understanding of product goals and business objectives.

4. Head of Product Role Purpose

Production Oversight: Oversee the whole production, including RTW, shoes, accessories, and objects.
Cost and Quality Ownership: Take full ownership over costings, delivery, margin, quality, and product sourcing.
Production Excellence: Ensure production always exceeds quality expectations, is on time, and margin.
Manufacturing Trends: Understand trends in manufacturing and proactively plan accordingly.
Factory Relations: Establish and maintain strong relationships with new and existing factories and producers.
Material Sourcing: Manage the planning and sourcing of raw materials, especially leather.
Cost Analysis: Oversee the costing process and analyze margins per product category to determine negotiation strategies with suppliers.
Delivery Management: Manage delivery dates in collaboration with the production team and maintain close cooperation with the logistics department for product deliveries.
CSR Implementation: Develop and implement a CSR strategy across the production chain.
Supplier Evaluation: Evaluate each season and assess the performance of each supplier to ensure compliance with agreements.
Creative Collaboration: Work closely with the Creative Director to understand trends and needs for upcoming collections.
System Development: Take responsibility for system development related to the production process.
Calendar Ownership: Own the product development calendar and ensure the timely delivery of all steps.

5. Head of Product Essential Functions

Marketplace Innovation: Build a radically new and disruptive marketplace product to facilitate an extraordinary user experience for customers and marketplace partners alike.
Scalable Model Development: Work hand in hand with the business to build an ultra-scalable marketplace model with partners across the globe.
Roadmap Strategy: Drive the roadmap by working with customers and stakeholders to analyze needs and align strategy with business goals while keeping the "why" in mind.
Backlog Ownership: Own the product backlog by developing scope, splitting into sprints, and defining backlog items that guide the development team.
Priority Assessment: Assess backlog priorities according to business needs and necessary technology effort.
Problem Specification: Help the business prioritize needs and specify problem statements.
Specification Quality: Ensure the product development team delivers excellent product specifications.
Agile Process Leadership: Drive the agile process for the best engineering outcomes.
KPI Monitoring: Continuously monitor and improve the KPI framework.
Data-Driven Planning: Use a data-driven approach to communicate product impact and plan next steps.

6. Head of Product Additional Details

Team Leadership: Build and lead a product team.
Roadmap Management: Create the product roadmap and development process, ensure that everything is tracked properly in Jira, and maintain up-to-date documentation.
Requirements Gathering: Collaborate with internal teams and customers to gather product and feature requirements and prepare product requirement documents.
Cross-Functional Delivery: Work with design and development teams to ensure smooth and timely delivery.
Product Evaluation: Ensure new products and features are evaluated for usability and facilitate performance and certification testing.
Launch Leadership: Lead product launches in collaboration with Sales and Account Management teams.
Product Accountability: Take responsibility for product success and KPI performance.
Regulatory Compliance: Work with internal teams to ensure all game offerings are compliant with all relevant regulations.
Cross-Team Collaboration: Act as a bridge between development, IT, operations, sales, and marketing teams to ensure good collaboration across the company.

7. Head of Product Roles

Discipline Leadership: Lead the craft and grow the discipline by leveraging product expertise to inspire others, provide guidance, and build a high-performing product team.
Lean Strategy: Utilize a lean start-up approach to build minimum viable businesses and go-to-market strategies through hypothesis-driven iterations.
Team Direction: Provide direction and be hands-on by building and leading a small team of product managers working on projects.
Mentorship: Guide and mentor entrepreneurs to explore alternative problem-solving approaches and navigate challenges.
Process Development: Create tools, processes, and systems that promote transparency, alignment, and direction.
Multidisciplinary Leadership: Lead multidisciplinary teams of designers and developers through ideation, technical development, and product or service launch.
Metrics Analysis: Define and analyze metrics that inform the product roadmap and integrate qualitative and quantitative user research and market analysis to achieve product-market fit.
Cross-Functional Collaboration: Collaborate with engineering, design, and program designers to ensure projects are well-defined, impactful, and successfully executed.
Knowledge Sharing: Work closely with other leads to constantly share ideas and learnings.
Office Coordination: Work locally from the main office and travel occasionally to the secondary office.
Adaptive Leadership: Design and lead in ambiguity by remaining nimble and adaptable to evolving contexts and inspiring the team to reach their milestones.

8. Head of Product Tasks

Market Analysis: Execute market analysis to understand initial and secondary market opportunities.
Customer Assessment: Conduct detailed and regular assessments of customer needs.
Segmentation Strategy: Create and use customer segmentation in the service of product strategy.
Competitive Tracking: Track the competitive landscape to understand opportunities to gain an advantage.
Roadmap Delivery: Deliver a roadmap based on input from the CEO and other key leaders, market information, customer segments, financial implications, and strategic vision.
Vision Communication: Articulate and maintain the product vision and roadmap both internally and externally.
Specification Translation: Work closely with stakeholders to translate the product roadmap into accurate specifications and timelines.
Marketing Alignment: Work with marketing to ensure they can represent the product and vision in customer-facing messaging and communications.
Customer Advocacy: Continually build relationships with customer support and directly with customers, and represent their voice to internal stakeholders.
Feature Execution: Work with engineering teams to define, prioritize, and adapt through the execution of feature development.
Decision Practice: Practice and educate the company on best practices in product decision making.
Cross-Functional Leadership: Lead cross-functional teams to define and execute on product vision.
Priority Management: Confidently communicate and manage tradeoffs in product decision making to set clear priorities.
Team Development: Identify, hire, and coach the product team needed to create and meet the product vision.
External Representation: Represent the product and the company with business partners and investors.

9. Head of Product Details and Accountabilities

Vision and Roadmap: Define product vision and roadmap with clarity on feasibility, time, cost, and impact.
User Experience Ownership: Own end-to-end user experience.
Strategy Development: Create end-to-end product and service strategies that will result in differentiated offerings that allow customers and the organization to create and sustain value.
Requirements Definition: Work closely with a cross-functional team to define requirements and design features with the goal of securing product market fit and growth.
Customer Advocacy: Act as the voice of the customer with a deep understanding of user personas, pain points, and customer journeys.
Analytical Implementation: Design and implement analytical tools and user testing frameworks.
Insight Sharing: Gain and share insights with the Executive Team, Tech, Sales and Marketing, and others to continue improving the product and the business.
Feature Prioritization: Effectively prioritize and define product features so that the Tech team and others can collaboratively design and execute.
Collaborative Innovation: Collaborate with a multidisciplinary team, stakeholders, and shareholders in a fast-paced environment to scope, design, concept test, and deliver innovative solutions.
Client Retention Strategy: Work closely with Sales and Marketing to drive a comprehensive client retention strategy.
Roadmap Communication: Communicate and present product roadmaps to various team members, stakeholders, and shareholders.

10. Head of Product Overview

Product Ownership: Be responsible for the company’s flagship product.
Vision and Strategy: Create and champion the product vision, strategy, and roadmap leading to positive short, mid, and long-term outcomes for each team.
Team Collaboration: Foster a collaborative team culture, enabling us to implement industry-leading product discovery and development.
User Experience Partnership: Join forces with UX/UI to ensure a best-in-class user experience.
Technology Engagement: Engage with development to leverage best-in-class technology.
Agile Implementation: Implement a lean and agile approach to testing hypotheses and features.
Marketing Support: Assist in planning marketing activities to increase brand visibility across international markets in multiple acquisition channels.
Brand Strategy Contribution: Actively help to create content and brand strategy.
Issue Navigation: Navigate issues that may impede the team from hitting financial, technical, or strategic goals.
Team Leadership: Lead a team and foster a culture of growth-mindset and accountability, whilst focusing on outcomes over output.
P&L Accountability: Accountability for the overall profit and loss of the products.
Scalable Product Design: Build a product that scales into new verticals, markets, and niches.
Stakeholder Engagement: Engage with stakeholders on acquisitions and onboarding as part of an M&A strategy.

11. Head of Product Job Description

Product Prioritization: Establish, maintain, and broadly communicate high-level product priorities and release strategy.
User Journey Development: Develop an understanding of and build towards a unified view of the user journey.
Data-Driven Decisions: Utilize and balance qualitative and quantitative metrics to understand and communicate the value of one initiative over another and drive prioritization through data-driven decisions.
Agile Mindset: Promote an iterative and agile product mentality to drive continuous improvement and reach company-level goals.
Vision Execution: Partner closely with designers and engineers to bring the product vision to life, both as a manager and a contributor.
Tactical Problem Solving: Solve tactical problems through mentorship and process evolution.
Team Empowerment: Mentor and empower product managers and other product team members to collaboratively establish processes that drive individual ownership and cross-team alignment.
Org Design Optimization: Identify and evolve the team’s organizational design to encourage collaboration and reduce dependencies.
Partner Engagement: Spend time with partners to better understand how to improve their experience and journey.
Stakeholder Collaboration: Collaborate with internal stakeholders to understand their product needs and communicate delivery expectations effectively.
Executive Partnership: Serve as a thought partner to other executives in delivering high-level company objectives.
Market Strategy Contribution: Contribute to significant initiatives involving pricing, packaging, positioning, and go-to-market strategy.
KPI Definition: Define a standard set of product metrics and KPIs to understand the health of the merchant and manufacturing experience.

12. Head of Product Functions

Product Leadership: Spearhead all product-related initiatives, ultimately defining and executing overall product strategy and roadmap.
Vision Alignment: Help set the company vision in partnership with the management team and the board.
Cross-Functional Coordination: Coordinate and organize the cross-functional execution needed to accomplish team goals and further develop the platform.
Innovation Enablement: Promote continuous innovation that enables rapid testing and learning.
Success Measurement: Measure product success using metrics such as improvement in Net Promoter Score.
Product Culture Development: Nurture a product culture that aligns with the company’s collaborative, mission-driven culture.
Team Development: Grow and develop a world-class product team.
Feature Definition: Define new product features.
User Experience Quality: Ensure consistency and quality in the user experience of the product.

13. Head of Product Accountabilities

Product Ownership: Own and drive a disruptive product line from strategy to production.
Team Building: Build a team of world-class product managers who focus on every engagement with the product offering.
Innovation Leadership: Help drive innovation.
Strategic Roadmapping: Build a vision and strategy and own a multi-year product roadmap for highly iterative delivery of demonstrable business value while managing various risks.
Team Engagement: Lead engagement with internal and external teams.
Growth Leadership: Be a key part of the management team, driving growth.
Stakeholder Collaboration: Work closely with key stakeholders to drive growth and expansion.
Vision Communication: Set the product vision and strategy, and communicate it to stakeholders.
Idea Curation: Collect and curate product ideas and feedback.

14. Head of Product Job Summary

Team Leadership: Lead a product management team.
Roadmap Scheduling: Map out the go-live schedule for the entire project, along with the subsequent product roadmap and corresponding go-live times.
Cross-Team Coordination: Coordinate across teams to ensure smooth commercialization of the entire product, including marketing, legal, compliance, operations, and business development.
Competitive Analysis: Understand the competitive landscape and identify opportunities to reinforce the company’s differentiation and position in the market.
Stakeholder Communication: Communicate relevant KPIs, OKRs, and product updates to key stakeholders.
Customer Journey Influence: Collaborate with the company leadership team to influence impactful updates across the entire customer journey.
Process Improvement: Find opportunities to improve processes with a focus on providing solutions and delivering results.
Scalability Enablement: Enable the company to scale effectively in delivering products to market.

15. Head of Product Responsibilities

Stakeholder Collaboration: Work with internal and external stakeholders to make decisions about what gets built next.
Roadmap Planning: Plan a flexible roadmap that aligns with strategic goals while continuously improving user experiences.
Goal Alignment: Partner with key leaders to define the overall roadmap and goals for the product team.
Process Development: Build upon the existing project management process for the product team.
Obstacle Removal: Clear obstacles to ensure the product team operates smoothly.
Partner Liaison: Act as a liaison to external partners contributing to supply and informing overall product requirements.
Focus Management: Limit work in progress and keep the product team focused on current goals.
Customer Insight: Gather deeper feedback from clients and drive clarity around customer needs and motivations across various segments by spending significant time in front of customers.

16. Head of Product Details

Roadmap Planning: Successfully plan the roadmap of products and get buy-in across internal and external stakeholders.
Requirements Management: Manage and write the market needs and product requirements from high-level concept to detailed requirements, and act as the product subject matter expert to all stakeholders.
Lifecycle Management: Drive the product life cycle from ideation to launch and successful commercialization.
Feature Prioritization: Manage and prioritize features and requirements while adhering to regulatory requirements and work with R&D, engineering, and operations to execute the product roadmap.
Proof of Concept: Partner with R&D and engineering teams to conduct proof of concepts for new initiatives.
KPI Monitoring: Monitor and analyze the products’ KPIs.
Team Leadership: Lead the product team and build positive relationships and trust with other teams through strong cross-team interactions.
Product Development Process: Define the data-driven product development process from user research to ideation, design, development, launch, and evaluation.

17. Head of Product Duties

eCommerce Strategy: Lead the overall eCommerce strategy, identify site improvement opportunities, and establish a roadmap through prioritization of the highest impact projects.
Tech Stack Ownership: Own and manage all aspects of the ecommerce tech stack.
Team Coordination: Manage development agencies, web developers, UX designers, and platform application managers to deliver on the product roadmap.
Conversion Optimization: Drive onsite optimization and bring best-in-class UX practices to drive conversion rate, including cross-selling, SEO, landing page optimization, checkout, and payments.
Data Utilization: Leverage available data and insights to inform merchandising, marketing, product optimization, and recommendations.
KPI Reporting: Establish site reporting and KPIs to ensure that progress is made against objectives and communicate back to the organization.
Testing and QA: Plan and execute multivariate and A/B testing and UAT.
Website Management: Manage all website operations and site updates, and oversee front-end and back-end engineering functions.
Roadmap Implementation: Define and implement the future-facing roadmap in partnership with cross-functional partners and drive rapid experimentation and enhancements, from improvements in UX/UI functionality to changes in pricing, assortment, operations, and service.
Trend Monitoring: Closely monitor strategic market trends, digital development, and customer insights while working cross-functionally to translate them into future enhancements and new experiences.
ROI Maximization: Be responsible for maximizing the ROI of all merchandising-centric applications, including product recommendations, ratings and reviews, and subscriptions.

18. Head of Product Responsibilities and Key Tasks

Technical Mentorship: Act as an expert advisor, coach, and mentor across the technology organization on the latest principles and practices.
Career Development: Assess skills and build career development plans for direct reports, identifying areas of improvement and conducting regular one-on-one meetings with engineers.
Performance Metrics: Establish metrics and processes for team member assessment and continuous improvement.
Training Implementation: Create and implement training programs for engineers and establish processes to support career development.
Engineering Culture: Build a healthy engineering culture by planning and facilitating technical events and technical learning curricula.
Roadmap Planning: Ideate, scope, plan, estimate, coordinate, and derisk roadmaps for consumer-facing experiences.
Iterative Planning: Participate in an iterative planning process to estimate, prioritize, and roadmap the development of new features and applications.
Technical Escalation: Act as a point of escalation for teams facing complex technical challenges.
Technology Assessment: Collaborate with the appropriate departments to assess and recommend technologies that support the company’s strategic goals.
Strategic Execution: Work closely with members of the engineering team to direct the development of the strategic technology vision and execute against the product and technical roadmap.
Platform Architecture: Determine the long-term architecture of the platform and be responsible for implementing the company’s product development vision.

19. Head of Product Duties and Roles

KPI Definition: Define KPIs, objectives, and targets for measuring and improving the quality, security, scalability, maintainability, cost, and time to market of custom software solutions.
Process Governance: Establish processes and controls to ensure objectives are achieved, risks are managed appropriately, and organizational resources are used responsibly, particularly in software development.
Capacity Balancing: Balance the work within the engineering team to include capacity allocation for new features, tech debt, architecture improvements, and innovation prototypes.
Deadline Management: Ensure software delivery deadline commitments are met and manage risks and dependencies.
Continuous Improvement: Identify bottlenecks and opportunities for continuous improvement in the design, development, configuration, testing, deployment, monitoring, and operation of cloud platforms.
Standards Enforcement: Ensure that technology standards and best practices are maintained across the organization.
Technical Issue Resolution: Resolve company technical roadblocks in a timely and cost-effective manner.
Team Empowerment: Create a challenging, innovative, and supportive environment for team members to grow and produce their best work.
Technology Adoption: Drive adoption of new technology and processes across the engineering team.
Technical Architecture: Create technical requirements and application designs to govern the security, scalability, sustainability, cost, and overall quality of infrastructure, systems, content, and data.
Innovation Opportunity Assessment: Identify opportunities for delivering the company's services as a leader in consumer advocacy, including competitive services, innovation opportunities, and assessment of marketplace obstacles and technical hurdles.

20. Head of Product Management Roles and Responsibilities

Team Development: Build, coach, and mentor a world-class team that leads and inspires their colleagues across the organization.
Strategy and Roadmap: Develop product strategy and roadmap based on market intelligence, customer feedback, differentiating capabilities, and close collaboration with Engineering and Design teams.
Project Prioritization: Understand and prioritize projects from various inputs (customer feedback, business need, and technology capabilities) so the team is always working on the most impactful projects.
Cross-Functional Collaboration: Collaborate with Engineering and Design on timelines and scope of product priorities.
Success Metrics: Define quantitative and qualitative success metrics and constantly evaluate if solutions have solved the business problem or created business value through these metrics, both before and after their release.
Executive Communication: Deliver insightful product recommendations to business leaders and the executive team persuasively and thoughtfully.
Prioritization Analysis: Responsible for business case development, cost-benefit analysis, and ROI analysis to help in product prioritization efforts.
Product Launch Management: Oversee the launch of all products and develop processes and documentation to educate both internal and external clients and stakeholders on product features.
Market Research: Conduct market research.
Thought Leadership: Provide thought leadership on the product inside and outside of the organization.

21. Head of Product Key Accountabilities

Strategic Leadership: Establish the firm’s strategy internally and in the marketplace.
Opportunity Identification: Identify opportunities that support the business and drive the short- and long-term roadmap to deliver on that strategy.
Lifecycle Ownership: Own the entire product lifecycle, including development, design, and go-to-market operational metrics.
Engineering Collaboration: Cooperate with the engineering leadership team on all development efforts.
Regulatory Compliance: Guarantee product compliance with relevant consumer privacy and financial services regulations.
Go-to-Market Strategy: Interact closely with sales and marketing to develop comprehensive launch and growth strategies.
Customer Advocacy: Champion the needs of customers within the organization and provide the why behind their asks so the value of the product truly resonates.
Functional Leadership: Lead the entire product function's day-to-day, which comprises product leads, product managers, and designers.
Pricing Tool Development: Lead efforts on the development of transaction pricing tools, leveraging tech and research teams.

22. Head of Product General Responsibilities

Strategy Evangelism: Establish and evangelize the company’s strategy internally and in the marketplace.
Opportunity Roadmapping: Identify opportunities that support the business and drive the short- and long-term roadmap to deliver on that strategy.
Lifecycle Management: Own the product lifecycle, including design, development, go-to-market, and operational metrics.
Engineering Collaboration: Collaborate with engineering leadership on all development efforts to ensure functional specifications evolve into tested, stable, scalable software.
Resource Management: Manage prioritization, scheduling, and resourcing.
Regulatory Compliance: Ensure product compliance with relevant consumer privacy and financial services regulations.
Launch Strategy: Work closely with sales and marketing to develop comprehensive launch and growth strategies.
Vision Execution: Steer product development to execute on the vision and become an indispensable tool for engineers around the world.
User Understanding: Acquire an excellent understanding of both customers and suppliers through user interviews.
Risk Analysis: Create risk analysis frameworks for new product inquiries.

23. Head of Product Roles

Team Leadership: Lead a team of designers and engineers in setting the strategy to build out the digital experience for providers.
Roadmap Prioritization: Effectively prioritize the product roadmap and communicate product needs.
Success Metrics Execution: Establish product success metrics and execute against them.
User Insight Analysis: Dive into user research and quantitative analysis to identify the biggest problems and pain points for users.
Experience Optimization: Work on building out and optimizing the current digital experience, including the marketing site, quiz, patient telehealth portal, and patient management system.
Product Development: Build new products such as the app for providers and the pairing of care providers to patient homes based on availability and zip code.
Team Coaching: Manage and coach product teams.
Vision Building: Build a compelling product vision to empower teams to work on the right projects.
Pricing Research: Drive the research agenda for pricing methodology improvements and implementation into tools.
Support Enablement: Enable the team to create the best possible product support experience for customers, making smooth tech support as accessible as email.

24. Head of Product Overview

Technical Ownership: Have the technical ownership of the patient interface and doctor platform.
Requirement Delivery: Own the creation and delivery of technical requirements for new feature requests.
Stakeholder Alignment: Create and align various stakeholders on the product roadmap.
Backlog Management: Manage the backlog and prioritize features in line with the quarterly roadmap.
Privacy Compliance: Work with a dedicated team of developers, understanding regulatory and data security requirements to ensure customer-centric product development with the highest standard of privacy and security.
Cross-Team Collaboration: Work closely with user research and customer service teams to leverage technical knowledge and translate feature requests into engineering tickets.
Vision and Strategy: Along with the chief product officer, establish a product vision and strategy, as well as own metrics and goals to measure success.
Roadmap Development: Develop product roadmaps and ensure alignment across cross-functional partners and the executive team.
Market Innovation: Lead efforts on products that the company can propose proactively to meet market needs for new sustainability-linked insurance products.

25. Head of Product Functions

Strategy and Roadmapping: Set product strategy and create roadmaps.
Division Management: Manage the product and technology division, including development and product management.
M&A Collaboration: Work with the mergers and acquisitions team to incorporate new features and partnerships.
Technology Representation: Serve as the face of technology, supporting sales, marketing, and customer success.
Market Assessment: Identify product opportunities and vulnerabilities within the market and help create a strategic plan.
Policy Development: Create supportive policies and growth opportunities for the product and technology division.
Cross-Team Collaboration: Work closely with origination, transaction structuring, and portfolio steering teams to build and deliver quality portfolios for investors and provide insights into how they work.
Vision Setting: Set the product vision in close collaboration with engineering, sales, and the AI team, define new features for products, and manage the flow of ideas from within and outside the company.
Data-Driven Insight: Analyze product usage data to generate insights and solicit feedback directly from customers and end users to understand what is happening, what’s working, and where to direct the team’s efforts.

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