Jeremy Britton of ZURB design consultancy thinks your product strategy may have too many features. And if you listen to his theory (which he’ll present at Web 2.0 Expo San Francisco this year), you’ll learn how you can chop your plans for one product into bits – and into multiple successful and clean products.

Jeremy’s talk (Add a Feature? No. Make a New Product.) features his own company’s experience as the center case study. Instead of reworking ZURB’s flagship product Notable to update a core screenshot annotation feature, the team created a new product – Bounce - from the idea, and have been overwhelmed with the positive results.

We recently spoke with Jeremy and ZURB’s Marketing Lead Dmitry Dragilev about their product/feature strategy and what to expect from his presentation. Check out the audio interview here:

Included in this interview are the team’s thoughts on

• Gradual Engagement: Bringing a customer in slowly but effectively
• Determining when to make a feature its own product, and when not to
• Why starting fresh makes it easier on your developers
• How marketing fits in to this strategy
• Keeping the customer’s needs in mind through it all

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Kaitlin Pike is the Web 2.0 Expo community manager. She can be reached @w2e or @kcpike. To see Jeremy speak, register for Web 2.0 Expo SF now with  discount code websf11bl20 to save 20%.

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