go your own way | the path of product company | wordcamp tampa 2014
DESCRIPTION
A brief look into the history of Virtuous Giant and IgnitionDeck. Lessons learned building and growing a product company in the WordPress ecosystem.TRANSCRIPT
![Page 1: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/1.jpg)
Go Your Own Way The Path of a Product Company
Nathan Hangen
![Page 2: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/2.jpg)
Nathan Hangen @nhangen
Psyop Sergeant Runner & Triathlete Coach Soccer Addict Brewmaster Entrepreneur
![Page 3: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/3.jpg)
![Page 4: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/4.jpg)
![Page 5: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/5.jpg)
![Page 6: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/6.jpg)
![Page 7: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/7.jpg)
![Page 8: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/8.jpg)
![Page 9: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/9.jpg)
![Page 10: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/10.jpg)
![Page 11: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/11.jpg)
![Page 12: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/12.jpg)
![Page 13: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/13.jpg)
IgnitionDeck.com | @IgnitionDeck
![Page 14: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/14.jpg)
2.5
5
7.5
10
2011
Launch
![Page 15: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/15.jpg)
35
70
105
140
2011 2012
46x
![Page 16: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/16.jpg)
35
70
105
140
2011 2012 2013
90% Product
![Page 17: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/17.jpg)
100
200
300
400
2011 2012 2013 2014
200%
![Page 18: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/18.jpg)
300
600
900
1200
2011 2012 2013 2014 2015
?
![Page 19: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/19.jpg)
Generating Ideas
![Page 20: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/20.jpg)
– Derek Sivers
“Ideas are a just a multiplier of execution”
![Page 21: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/21.jpg)
Characteristics of a Successful Product
• Redefines an Existing Market
• 10x Improvement on Existing Market Leader
• Defines a New Market
• Fills a Gap in the Market
![Page 22: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/22.jpg)
– Peter Theil
“The most successful businesses have an idea for the future that's very different from the present”
![Page 23: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/23.jpg)
GYOW: We Build Products That Empower Entrepreneurs
![Page 24: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/24.jpg)
Build Baby Build
![Page 25: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/25.jpg)
– Mark Zuckerberg
“Move fast and break things. Unless you are breaking stuff, you are not moving fast enough.”
![Page 26: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/26.jpg)
GYOW: Build for testing, not for perfection
![Page 27: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/27.jpg)
Testing Product Market Fit
![Page 28: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/28.jpg)
– Steve Blank
“No plan survives first contact with a customer”
![Page 29: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/29.jpg)
Soft Launch
![Page 30: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/30.jpg)
Shelving vs Killing
![Page 31: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/31.jpg)
GYOW: Customer feedback is the only feedback that matters
![Page 32: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/32.jpg)
![Page 33: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/33.jpg)
– Jack Welch
“If you don’t have a competitive advantage, don’t compete”
![Page 34: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/34.jpg)
Choosing a Model
![Page 35: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/35.jpg)
Pricing
![Page 36: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/36.jpg)
GYOW: Choose the Model that allows you to build a sustainable business
![Page 37: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/37.jpg)
![Page 38: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/38.jpg)
– Steve Jobs
“…there’s just a tremendous amount of craftsmanship in between a great idea and a great product.”
![Page 39: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/39.jpg)
GYOW: The future of WordPress is independent from its history
![Page 40: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/40.jpg)
We’re all making it up as we go along
![Page 41: Go Your Own Way | The Path of Product Company | WordCamp Tampa 2014](https://reader034.vdocuments.us/reader034/viewer/2022051817/547e40aab37959492b8b5466/html5/thumbnails/41.jpg)
– Morpheus
“There is a difference between knowing the path and walking the path”