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Building a Customer-Driven Product Team is Product Management

David Cancel, CEO of Drift and formerly Chief Product Officer at Hubspot, shares how to structure product teams and how autonomy increases employee retention and customer-centricity.


  • Why does David think hiring people who are customer-driven is the key to a successful product team? (5:44)
  • What does a feedback loop directly between the engineers and customers look like? (8:40)
  • How does David get buy-in and build a culture around this customer-driven approach? (14:55)
  • David says introducing unnecessary process can create barriers to customer centricity. But, is some process necessary? What processes does David incorporate? (23:00)
  • What metrics should product teams and engineers be guided by? (28:46)

David Cancel

CEO of Drift and formerly Chief Product Officer at Hubspot

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