106 / Using Atomic Networks to Find Product-Market Fit, with Neha Bansal

Product and UX professionals want their product to be ‘the next big thing.’ Right? But Google’s Neha Bansal reminds us that designing a product with everyone in mind ignores the adage, “aim small, miss small.” Instead, Neha recommends narrowing your target market to what Andrew Chen calls atomic networks.

“The broader your market, the harder it is to find product-market fit,” Neha says. “Starting small allows you to analyze the root cause when something isn’t working; when you have a small base of users – an atomic network – you can pick up the phone and ask about what you can do better.”

Neha Bansal is a product leader, angel investor, and mentor to dozens of startups. She currently heads Merchant Growth and Monetization for Google’s B2B commerce business. In this episode, Neha and Paul discuss Chen’s The Cold Start Problem and how product leaders can apply the atomic network mindset to find product-market fit.

Atomic networks help you gain traction and work through problems, Neha explains. When you know your audience intimately, it is easier to connect with them and work through the barriers and frustrations they are experiencing. Neha describes this as turning ‘zero’ moments into ‘magic’ moments.

Catch the entire episode to hear Neha describe how Facebook, Uber, and Bank of America identified and expanded their atomic networks first to find product-market fit on their way to becoming household names. Neha also shares key metrics that will let you know when you’ve discovered your own.

Jesse James Garrett and Rich Mironov to keynote at ITX Product + Design Conference 2023. June 22-23, in Rochester, NY. Early-bird tickets available until April 21. Learn more!

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