By Marty Cagan · svpg.com · LinkedIn
Marty Cagan and Martina Lauchengco argue that the terms "product" and "solution" are often misused, especially in enterprise and infrastructure software. They define a real product as one customers pay for, that works across multiple installations, can be sold and supported, and that the company stands behind. A solutions product builds on that foundation by solving a business-level problem, often for a specific vertical, using pre-integrated components. The authors distinguish this from repackaged instructions or custom scripts, and they show how solutions marketing focuses on business value and customer success stories rather than technical specs. The piece matters because blurred labels dilute credibility and confuse buyers.
01Key takeaways
- Only call software a product once multiple customers pay for it and use it successfully.
- Define solutions around business problems customers care about, not the underlying technology.
- Pre-integrate components and certify partner configurations so customers know what is supported.
- Avoid repackaging instructions or custom scripts and calling them solutions; they are unsupportable.
- Market solutions through vertical business value and proven customer success stories rather than spec sheets.
02Key sections
- The problem with loose labels
- Many vendors call their software a platform or solution without meeting the standard, which muddies the market. The authors note they focus mostly on consumer internet but see the issue widely in enterprise software.
- What makes something a product
- A product has a distinct value that people pay for, works across many customers, can be sold and supported, and can be installed and customized by others. Software that has not yet proven this with multiple customers is only a wannabe product.
- What makes a solutions product
- A solutions product is a real product that addresses a business-level problem, often for specific industries, and may integrate several component products, including partner products, into a pre-tested package.
- What a solutions product is not
- Usage instructions for existing products and field-built customizations or scripts do not qualify, since they are unsupportable and customers will not pay for them. Cobbling these together only delays the moment a competitor offers a true solution.
- Solutions marketing
- This marketing centers on business problems, vertical industry needs, live customer success stories, and how products, services, and best practices combine to produce results, rather than technical data sheets.
03From the post
“A partnership dedicated to teaching best practices to product teams and product leaders”
04Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.