Author: Jock Busuttil

Jock Busuttil is a product management and leadership coach, product leader and author. He has spent over two decades working with technology companies to improve their product management practices, from startups to multinationals. In 2012 Jock founded Product People Limited, which provides product management consultancy, coaching and training. Its clients include BBC, University of Cambridge, Ometria, Prolific and the UK’s Ministry of Justice and Government Digital Service (GDS). Jock holds a master’s degree in Classics from the University of Cambridge. He is the author of the popular book The Practitioner’s Guide To Product Management, which was published in January 2015 by Grand Central Publishing in the US and Piatkus in the UK. He writes the blog I Manage Products and weekly product management newsletter PRODUCTHEAD. You can find him on Mastodon, X (formerly Twitter) and LinkedIn.
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A go-to-market strategy isn’t something you tack on as an afterthought to an upcoming product launch. Instead it’s about understanding where value exchanges occur, and figuring out how to make them more frequent, consistent and predictable.

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» In complex human systems the constraint is often policy, mindset, or coordination, not a single bottleneck

» Being the “human in the loop” means having genuine authority, time to think, and understanding the bigger picture well enough to question the system

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» With AI, shipping a product is not ‘done’, it’s the start of testing whether its behaviour is acceptable

» Staff-facing products are about tasks, decisions and protection

» Operating models are shifting because of AI; during the transition communication and collaboration need to change

Startup to Scale-up Club - Product and Tech - 181

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» Structuring analytics for user engagement

» Defining an MVP in the AI era

» When to use genAI and when to use machine learning (ML)

» Product differentiation in a crowded market

» Implementing reusable components and designs

and more

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» Communicating your differentiated value consistently works better than a custom pitch every time

» For go-to-market without a PMM, aim to fill some of the gaps, not to take over the whole role

» Traditional marketing-generated leads involve telling the customer the value; product-led growth shows the value instead