In this episode of the Productized Podcast, host André Marquet speaks with Julia Bastian, a product leader, innovation strategist, and coach specialising in B2B product discovery. With a background in business psychology, UX research, and innovation consulting, Julia has played a pivotal role in scaling product teams and leading research-driven strategies at Alasco, a Munich-based PropTech company. Throughout her career, she has empowered organisations to make data-driven product decisions, optimize insight management, and explore AI's transformative role in product management (PM). In this conversation, Julia delves into the nuances of B2B product discovery, the complexities of customer insights, and the delicate balance between innovation and its execution in product-led organisations.
In this episode, Julia covered:
The key differences between B2B and B2C product discovery
How to integrate customer insight management into product decisions
The role of AI in shaping the future of product development
Strategies for balancing product exploration and execution
How to empower product teams through structured discovery processes
Some Takeaways from Julia:
Gut feeling is a valid factor in product decision-making. Data and customer feedback are essential, but experienced product leaders should also trust their intuition. Julia argues that product sense, sometimes labeled as "gut feeling," is actually the brain processing complex patterns based on accumulated knowledge. Product managers must learn to analyze and refine these instincts to make fast yet informed decisions.
Synthesizing insights is more valuable than simply summarizing them. One of the biggest challenges in B2B discovery is identifying meaningful patterns from fragmented customer feedback. Julia emphasizes that many product teams fall into the trap of summarizing interviews instead of synthesizing them. The latter involves drawing connections across multiple data points to uncover trends that drive impactful product decisions.
Product teams must structure insight management to avoid being sales-driven. In B2B environments, sales teams often control customer relationships and influence the roadmap. Julia advocates for implementing a structured insight management system where product teams systematically gather and analyze feedback, ensuring that decisions are made based on aggregate insights rather than provisional customer requests. This approach shifts the organization towards a more product-led culture.
Balancing product exploration and execution requires dedicated innovation teams. As startups mature, they naturally shift toward gradual improvements rather than breakthrough innovations. Julia shares how Alasco tackled this challenge by creating "speedboat teams"—small, independent teams tasked with exploring new technologies like AI. These teams operate outside standard quarterly cycles, enabling them to move fast and experiment without disrupting core business operations.
AI is reshaping SaaS into "Service as Software." Julia highlights how generative AI is fundamentally altering the way businesses approach product development. Instead of focusing solely on software, companies are now leveraging AI-driven services that automate workflows and decision-making processes. This shift will accelerate digital transformation across industries, including traditionally slow-moving sectors like construction and PropTech.
Visual thinking is a critical skill for product leaders. Complex systems require clear frameworks to align stakeholders and drive effective decision-making. Julia underscores the importance of visual methods like user story mapping and opportunity solution trees. These techniques help teams translate abstract ideas into applicable strategies, improving collaboration and reducing uncertainty in product development.
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Where to find Julia Bastian:
LinkedIn: linkedin.com/in/julia-bastian
Topics covered in this episode:
[00:00] Introduction to product challenges and opportunities
[06:32] Innovation in B2B and Product Discovery
[14:42] Structuring insight management for product teams
[20:46] Balancing exploration and execution in product development
[26:10] AI’s role in the future of product management
[35:38] How to develop a product-led culture in B2B
[40:59] The importance of visual thinking in complex product decisions
[50:26] Closing thoughts and Julia’s future plans
Referenced:
Understanding Product Management: Product Management
Key Differences Between B2B and B2C: https://www.uschamber.com/co/start/strategy/b2b-vs-b2c#:~:text=B2B%20and%20B2C%20are%20two,individual%20as%20the%20end%20customer.
Julia Bastian’s Company: https://www.alasco.com/
Approach to Lean UX: Lean UX
AI and Product Management: https://www.svpg.com/ai-product-management-2-years-in/
Agile Methodology in Product Development: Agile Product Development
The Importance of Insight Management: https://www.digitalalchemy.global/marketings-new-game-changer-insight-management/
SaaS Evolution with AI: https://medium.com/@khan.shoaib/the-saas-evolution-you-cant-afford-to-miss-how-ai-is-redefining-everything-3fbfe8923d59
Design Thinking for Problem-Solving and Product Management: https://productschool.com/blog/user-experience/design-thinking-product-management
Mapping User Stories Effectively: https://community.atlassian.com/t5/App-Central-articles/Understanding-Structure-of-the-User-Story-Map/ba-p/2863853#:~:text=Building%20an%20Effective%20User%20Story%20Map%20Structure&text=Define%20User%20Personas%3A%20Start%20by,things%20users%20need%20to%20accomplish.
Using Opportunity Solution Trees: https://www.productplan.com/glossary/opportunity-solution-tree/
Developing Product Sense: https://www.svpg.com/product-sense-demystified/
Future of AI in SaaS: https://www.mailmunch.com/blog/ai-in-saas
Setting Objectives with OKRs: https://www.atlassian.com/agile/agile-at-scale/okr
Psychological Aspects of Product Management: https://hey-vipin.medium.com/seven-psychology-principles-for-product-managers-52bcdd9f4c5b
The Product-Led Growth Movement: https://www.productled.org/foundations/what-is-product-led-growth
Julia’s Keynote Event: Push UX Conference
Deep Dive into B2B Product Discovery: https://swkhan.medium.com/behind-the-scenes-on-a-b2b-product-discovery-effort-0fbcd65e7bb1
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