Video: Delivering a Pure Product

BY Martin Eriksson ON DECEMBER 4, 2013

There are some products you love. Some you even have a slightly unhealthy relationship with. Things you’re completely in love with, whether they’re apps, services or products. At Mind the Product 2013 Aziz Musa posited that these products are pure products, and that pure products is what we should all aim to build.

99% of the hundreds of products you use every day – from the desk you’re sitting at to the coffee you’re drinking – you aren’t consciously aware of, you don’t notice. 1% you will notice, but 99% for a bad reason – the coffee’s cold, the desk is wobbly – which leaves just 0.01% of the total the products you notice because you love them.

In this rip-roaring talk Aziz deconstructs these pure products and what it takes to build them.

Aziz runs the Digital Consulting arm of Pegasus, an award winning specialist agency. Previously of PhotoBox, and RBI, Aziz has held just about every product role that exists from Product Owner to Global Product Strategy Director. Aziz presents at various conferences using psychology, philosophy and empirical study to demonstrate the importance of creating beautiful products whilst driving core KPIs.

Martin Eriksson


Martin Eriksson

Martin Eriksson has 20+ years experience building world-class online products in both corporate and start-up environments for global brands such as Monster, Financial Times, Huddle, and Covestor. He is the Founder of ProductTank, the Co-Founder and Curator of Mind the Product, and an Executive in Residence at leading private equity and venture capital fund EQT. He is also the author of best-seller Product Leadership, How Top Product Leaders Launch Great Products and Build Successful Teams (O'Reilly, 2017).