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The 4 phases of product management

Antonio Castiglione
3 min readMar 23, 2023

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Image by Pixabay

The start of each phase of product management can vary depending on the specific product being developed and the approach taken by the product team. However, generally, the phases are four know as 4D and follow a logical sequence as follows:

  1. Discover: This involves researching and understanding the market, the users, and their needs. It is important to gather insights through market research, customer interviews, and analyzing user data to identify opportunities for new products or improvements to existing ones.
  2. Define: This involves defining the product strategy, setting goals and objectives, and creating a roadmap. This stage involves outlining the features and functionality of the product, prioritizing them based on user needs, and developing a plan for how the product will be brought to market.
  3. Develop: This involves building the product and testing it to ensure it meets the needs of users. It is important to involve designers, developers, and other stakeholders in the development process to ensure the product is built to specification and meets the needs of users.
  4. Deliver: This involves launching the product and promoting it to the target audience. It is important to have a clear plan for how the product will be launched, how it will be marketed, and how it will be supported after launch. This stage…

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Antonio Castiglione
Antonio Castiglione

Written by Antonio Castiglione

Product Manager, Innovation, Project Management, startups @AboutASicilian https://www.linkedin.com/in/antoniocastiglione/

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