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Melissa Perri is the CEO of Produx Labs and Author of Escaping the Build Trap:\xa0How effective product management creates value.\xa0She believes that as companies scale, they lose track of what makes them successful and they just \u201cship.\u201d\xa0Companies forget to bring products back to the overall strategy and talk with their customers.\xa0Brian Ardinger, Inside Outside Innovation Founder, talks with Melissa about getting out of the build trap and having a customer-centric culture.\xa0\n\n\nCompanies in the Build Trap\n - Software startup - Growing and trying to exit.\xa0Look for product managers early.\xa0Can get out of build trap.\xa0\n - Enterprises - Haven\u2019t scaled through software. Brings in others to be product managers. A new discipline. Struggles with build trap.\xa0\n\n\nAs companies scale, they are close to the customer. As they execute, they forget to talk to the customer. Athena Health developed a portal for user research with its customers.\xa0\n\n\nEscaping the Build Trap Takeaways\n - Explains how to think about Product Management\n - Step-by-Step processes\n - Helps people understand what Product Management is and how to set it up.\xa0\n - Helps managers implement a system.\n\n\nProduct Trends\n - More people understand discipline\n - Silicon Valley thought - You own software, streamline, talk to customers, and turn ideas into business models\n - Agile school of thought - Product owner vs. product managers - Similar roles\n\n\nProduct Manager Role\n- Has authority on how to build, and sometimes on what to build.\n- Teaches product managers to question why.\xa0Can the team build it in a better way?\xa0Push back.\xa0Show why it should be different.\n\n\nFor More Information:\n\n\nFor more information on product management or to connect with Melissa, see http://www.produxlabs.com, https://melissaperri.com or on https://twitter.com/lissijean.\xa0You can find her book, Escaping the Build Trap on Amazon.\n\n\nIf you enjoyed this podcast, you might also enjoy:\xa0Ep. 119 \u2013 Voltage Control\u2019s Douglas Ferguson on Inside Innovation, Ep. 99 \u2013 Ryan Jacoby with Machine & Author of Making Progress, and Ep. 90 \u2013 Teresa Torres with Product Talk.\n\n\nFind this episode of\xa0Inside Outside Innovation at\xa0insideoutside.io. You can also listen\xa0on\xa0Acast,\xa0iTunes,\xa0Sticher, Spotify, and\xa0Google Play\n\n\n\n\nFREE INNOVATION NEWSLETTER\n\n\nGet the latest episodes of the Inside Outside Innovation podcast, in addition to thought leadership in the form of blogs, innovation resources, videos, and invitations to exclusive events. SUBSCRIBE HERE For information regarding your data privacy, visit acast.com/privacy