Top athletes duke it out to outperform their opponents; usually only winning by a slim margin. That margin is what matters, and part of having a competitive edge means having high-value information on what your competitors are doing. Crayon offers competitive intelligence and product marketing to its customers, and Erica Jenkins, their Chief Product Officer, shares that doing this well requires great communication.

Main Takeaways

• Data Insight Helps Create Magical Products: There are a million different problems and a million different software products that could help solve them, but resources are limited. Using data to help determine where the needs are greatest can help you as a product leader to guide your team towards the most profitable product solutions. 
• You Need to Repeat Yourself: Some would say repeating yourself, even often, is necessary. Repetition helps other people remember important information and act correspondingly if acting is required. For Erica, rephrasing her ideas is a way to know if her message is being communicated correctly.  
• You Need to Spell It Out: Don’t assume that just because the product you’ve built looks shiny and seems intuitive, people will readily understand how to use it. Even if it is painstakingly user-friendly, it never hurts to spell things out. Take advantage of creating walk-through tutorials for your products. It creates more value for your customers and highlights the features of the product. 

IT Visionaries is brought to you by the Salesforce Platform - the #1 cloud platform for digital transformation of every experience. Build connected experiences, empower every employee, and deliver continuous innovation - with the customer at the center of everything you do. Learn more at salesforce.com/platform

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