Getting Down with OPP, Competitive Products

A party jam - you down with other people’s products?

O.P.P., how can I explain it? I'll take it, frame by frame it
To have y'all all jumpin', shoutin', sayin' it
O is for "other," P is for "peoples'," scratch your temple
The last P, well, that's not that simple…

I know what you’re thinking, the last p stands for product. You down with Other People’s Products?

Brand and product management requires an attention to, and passion for, your own product and business. You must know the ins and outs of your product features, costs and value to the customer.

However, like driving a car - you occasionally need to look in the rearview and side mirrors. That’s where OPP comes into play.

Great brand and product managers don’t just think about their own products, they are constantly considering other people’s products.

I am not advocating for a “me too” mentality when it comes to product. No. Paying attention to the competition does not mean copying features and marketing materials. Rather, getting down with other people’s products allows you to -

1. Better communicate what makes your product different

2. Better evaluate which competitors pose a real threat

3. Better understand the customer’s set of considerations

Getting down with OPP should be like the song, a party - a great opportunity to bring the team together and take a break from the ppt. and excel. Here’s how -

1. Organize a quarterly outing to competitors inside and adjacent to your category

   • If you work for a big coffee brand, visit a brewery, co-work space or fast service restaurant

2. Bring in competitive product to a team meeting

   • Lead a side-by-side tasting using a newly launched product or an established competitor

3. Share links and a few bullets on the key takeaways on the team list-serve

   • What caught your eye, why it is important, how this product impacts your business for better or worse