Picking sharp problems, increasing virality, and unique product frameworks | Oji Udezue (Typeform)

Oji Udezue is Chief Product Officer at Typeform and has held leadership roles at Twitter (Head of Product for Creation and Conversation), Calendly (CPO), and Atlassian (Head of Product for communication tools). He is well-known for bringing a product-led-growth (PLG) mindset to the companies he joins. Additionally, Oji mentors startups, is a Managing Partner at the Kernel Fund, and writes online about product management. In this episode, we discuss:
• Oji’s “Where to Fish to Land a Unicorn” and “Zone of Benefit” frameworks
• Why you need to find the “sharpest” problem
• How to operationalize continuous customer discovery
• Tips on optimizing onboarding flows
• Freemium vs. gated offerings in PLG
• Tactical strategies for making your product more viral
• The concept of “forest time” and how it can provide clarity in your work
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Brought to you by Jira Product Discovery-Atlassian’s new prioritization and roadmapping tool built for product teams: atlassian.com/lenny/?...
Find the full transcript at: www.lennyspodcast.com/picking...
Where to find Oji Udezue:
• Twitter/X: / ojiudezue
• LinkedIn: / ojiudezue
• Substack: substack.com/@ojiudezue
Where to find Lenny:
• Newsletter: www.lennysnewsletter.com
• Twitter/X: / lennysan
• LinkedIn: / lennyrachitsky
In this episode, we cover:
(00:00) Oji’s background
(03:38) Oji’s “Where to Fish to Land a Unicorn” framework
(05:26) Workflow quadrants
(09:30) How product people can push frequency
(12:28) Oji’s “Zone of Benefit” framework
(14:49) How to find your ICPs
(15:33) ICPs at Twitter
(20:20) Oji’s philosophy on frameworks
(22:31) Oji’s upcoming book
(24:34) An explanation of “sharp problems”
(28:31) Signs your problem is “sharp enough”
(31:17) Discovery vs. continuous conversations
(35:08) Customer listening
(38:31) Onboarding fundamentals
(43:49) Activated user milestones
(45:47) The power of network effects
(50:15) An explanation of virality and how to increase it
(56:32) How to use “forest time” to zoom out and see problems in a new way
(1:00:53) Lessons from Oji’s time at Bridgewater Associates
(1:05:07) Why R&D teams need a larger system beyond Agile and design
(1:06:57) Lightning round
Referenced:
• Where to fish to land a unicorn: / where-to-fish-to-land-...
• Coda: coda.io/
• Atlassian: www.atlassian.com/
• Finding high-frequency customers (use cases): / finding-high-frequency...
• Evernote: evernote.com/
• Industry PM conference: www.industryconference.com/
• Typeform: www.typeform.com/
• Build better products with continuous product discovery | Teresa Torres: www.lennyspodcast.com/videos/...
• Pendo: www.pendo.io/
• Amplitude: amplitude.com/
• Dan Hockenmaier on Twitter: / danhockenmaier
• Seth Godin’s blog: seths.blog/
• A key ritual: Forest time: ojiudezue.substack.com/p/a-ke...
• Principles: www.principles.com/
• Dot Collector: principlesus.com/dot-collecto...
• The Halo Effect:... and the Eight Other Business Delusions That Deceive Managers: www.amazon.com/Halo-Effect-Bu...
• Dune: www.amazon.com/Dune-Penguin-G...
• Foundation: www.amazon.com/Foundation-3-B...
• Foundation on AppleTV+: tv.apple.com/us/show/foundati...
• Unlox: unlox.it/
Production and marketing by penname.co/. For inquiries about sponsoring the podcast, email [e-mail].
Lenny may be an investor in the companies discussed.

[@jank1707]

20min into the podcast: So many inspiring aspects 🤯 I really love how well structured Oji is actually explaining his superb knowledge.

[@francescoredaelli5917]

O.M.G. I am speechless. This is gold. Wow. I loved it and listened to it 3 times.

[@AlicinChristensen]

He is BRILLIANT!! Thank you for introducing me to Oji WOW

[@Kilian0007]

Damn, I like how this man thinks..A Product Manager indeed, so much wisdom in this episode Lenny! This made my day!

[@ChesheerTheZver]

It's crazy, but it is the first time in my life, when the ad is really useful :D Thanks Lenny and Atlassian.

[@NazimRagimov]

I stopped this podcast twice bc somehow it gave me interesting insights about our platform. great interview! Thanks Lenny and Oji!

[@PhuongNguyen-bb9fw]

Damn i love a speaker way of framing how things work, espcially with behaviour science with two books as counter examples!!!

[@Oliver-cn5xx]

I've been following this awesome podcast and newsletter for so long and I never knew there were videos. So awesome!

[@LennysPodcast]

Welcome!

[@u8elover]

Spotify for podcasters rolling out the video feature has been awesome, too! I only found out about it recently...

[@Drackomass]

Easily your best episode this year.

[@KaivanDave]

I love this episode. so much insight.

[@user-bj4pg6vd9p]

My takeaway from this is I will try pepper soup and plantain beef stew. Just kidding, great insights from Oji!

[@mohibquadri4053]

Too Good ! Bro could you also help with - at the early stage of career how to combine our skills and create a rare combination of skills which adds value to another which are both useful in company's growth & also sky rocketing our progress ? I have heard about it skill stacking so was keen to know how is it done properly to work at our advantage..

[@julyferreira]

Great podcast. Too many acronyms!