Some time ago my team and I came in to accelerate a  software company that had been started by a group of developers.  The Board of Directors of the company, who had brought us in to straighten things out and get their software to market, were quite upset with the company’s development team.  “We’ve invested over $4 million so far. They’ve created a product with 100 features.  When do we sell it ?”.

I quickly pointed out that what they were asking is the equivalent of asking a duck not to quack, or a dog not to bark.

The lesson here is that we each have a role – and that smart managers work and manage individual strengths, not weaknesses.  Developers , well, develop.  Attorney’s manage risk.  Accounts count.  And marketers market.

It may sound simple, but knowing and recognizing each team’s role in product development is critical.  It is then up to each individual to think outside their own role, and recognize how their actions effect others within the organization.