{"id":15490,"date":"2016-03-03T19:32:03","date_gmt":"2016-03-03T19:32:03","guid":{"rendered":"https:\/\/productcollective.com\/?p=15490"},"modified":"2019-06-17T10:25:07","modified_gmt":"2019-06-17T10:25:07","slug":"product-brief-12-when-rules-work-and-when-they-dont","status":"publish","type":"post","link":"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/","title":{"rendered":"When Rules Work and When They Don&#8217;t"},"content":{"rendered":"<p><strong>How words build a product.<\/strong> &#8220;If you change every plank in a ship while it\u2019s on its journey, is it still the same ship when it returns?&#8221; The words that we use in every part of our products, from buttons and dialogs to marketing copy might shape\u00a0<em>what\u00a0<\/em>is the product. The Intercom team\u00a0<a href=\"https:\/\/blog.intercom.io\/how-words-build-a-product\/\">has adopted a very deliberate process<\/a> of deciding what words to use in their product and how they are organized.<\/p>\n<p><strong>Discovery sprints.<\/strong>\u00a0<a href=\"https:\/\/www.amazon.com\/Sprint-Solve-Problems-Test-Ideas-ebook\/dp\/B010MH1DAQ\/ref=tmm_kin_swatch_0?_encoding=UTF8&amp;qid=&amp;sr=\">SPRINT<\/a>, the new book from the Google Ventures team has yet to be released but it&#8217;s already getting a lot of attention. Marty Cagan, he himself a bestselling product-book author, <a href=\"https:\/\/www.svpg.com\/discovery-sprints\/\">reviewed it recently and something jumped out at me<\/a> &#8212;\u00a0<em>discovery coaches.\u00a0<\/em>It&#8217;s the first time I&#8217;ve heard this term for product people who are guiding\u00a0organizations through practical working sessions to discover\u00a0important things about their product (or what it is). I suspect that this will be a well known practice before long.<\/p>\n<p><strong>Starting fires on purpose \u2014 when and how leaders need to\u00a0break the rules.<\/strong> Although perhaps taking the fire metaphor often heard in the corporate world a little too literally, former Huffington Post CTO Paul Berry <a href=\"https:\/\/firstround.com\/review\/starting-fires-on-purpose-when-and-how-leaders-need-to-break-the-rules\/\">has described how your team can rapidly compete<\/a> by ripping up the rulebook for a period of time. So, do you want to be the fire starter, bonfire manager or ember tender?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How words build a product. &#8220;If you change every plank in a ship while it\u2019s on its journey, is it still the same ship when it returns?&#8221; The words that we use in every part of our products, from buttons and dialogs to marketing copy might shape\u00a0what\u00a0is the product. The Intercom team\u00a0has adopted a very [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When Rules Work and When They Don&#039;t - Product Collective | Organizers of INDUSTRY: The Product Conference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Rules Work and When They Don&#039;t - Product Collective | Organizers of INDUSTRY: The Product Conference\" \/>\n<meta property=\"og:description\" content=\"How words build a product. &#8220;If you change every plank in a ship while it\u2019s on its journey, is it still the same ship when it returns?&#8221; The words that we use in every part of our products, from buttons and dialogs to marketing copy might shape\u00a0what\u00a0is the product. The Intercom team\u00a0has adopted a very [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/\" \/>\n<meta property=\"og:site_name\" content=\"Product Collective | Organizers of INDUSTRY: The Product Conference\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/productcollective\" \/>\n<meta property=\"article:published_time\" content=\"2016-03-03T19:32:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-17T10:25:07+00:00\" \/>\n<meta name=\"author\" content=\"Paul McAvinchey\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul McAvinchey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/\",\"url\":\"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/\",\"name\":\"When Rules Work and When They Don't - Product Collective | Organizers of INDUSTRY: The Product Conference\",\"isPartOf\":{\"@id\":\"https:\/\/productcollective.com\/#website\"},\"datePublished\":\"2016-03-03T19:32:03+00:00\",\"dateModified\":\"2019-06-17T10:25:07+00:00\",\"author\":{\"@id\":\"https:\/\/productcollective.com\/#\/schema\/person\/f34ceda9eb6237e864633ca033061c0b\"},\"breadcrumb\":{\"@id\":\"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/productcollective.com\/product-brief-12-when-rules-work-and-when-they-dont\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/productcollective.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"When Rules Work and When They Don&#8217;t\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/productcollective.com\/#website\",\"url\":\"https:\/\/productcollective.com\/\",\"name\":\"Product Collective | Organizers of INDUSTRY: The Product Conference\",\"description\":\"For people who build, launch and scale world-class software products.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/productcollective.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/productcollective.com\/#\/schema\/person\/f34ceda9eb6237e864633ca033061c0b\",\"name\":\"Paul McAvinchey\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/productcollective.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/productcollective.com\/wp-content\/uploads\/2020\/12\/PLnHr3Hu_400x400-150x150.jpg\",\"contentUrl\":\"https:\/\/productcollective.com\/wp-content\/uploads\/2020\/12\/PLnHr3Hu_400x400-150x150.jpg\",\"caption\":\"Paul McAvinchey\"},\"description\":\"For over 20 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. 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