Product champion

What is a product champion?

A product champion is an influential individual within an organization who actively advocates for a product, driving its adoption and success. Unlike formal product roles, champions often emerge organically from any department based on their belief in the product's value. They serve as internal evangelists who promote the product's benefits, help overcome resistance to adoption, and provide valuable feedback for improvement. Product champions use their credibility and relationships to build support across teams, creating momentum for new products or features even when they lack formal authority to mandate usage.

Why are product champions important to product success?

Product champions significantly impact success by bridging the gap between product development and actual user adoption. They translate technical capabilities into real-world business value, making abstract benefits concrete for potential users. By demonstrating enthusiasm and sharing personal success stories, champions create social proof that encourages colleagues to embrace new tools or methods. They also provide crucial frontline feedback, identifying usability issues or feature gaps before they become widespread problems. In organizations resistant to change, champions serve as trusted voices who can address concerns authentically, helping products overcome the "valley of death" between launch and widespread adoption.

What qualities make an effective product champion?

Effective product champions combine domain expertise with strong interpersonal skills. They thoroughly understand both the product's capabilities and their colleagues' daily challenges, allowing them to articulate relevant benefits rather than generic features. Strong communication skills enable them to adjust their message for different audiences, from technical teams to executives. Persistence is essential, as champions must maintain enthusiasm despite inevitable setbacks or resistance. The most influential champions possess natural credibility within their organization, built through demonstrated competence and trustworthiness. They also show genuine curiosity about improving workflows and solving problems, rather than simply promoting technology for its own sake.

How do you identify and develop product champions?

Identifying potential champions starts with looking for early adopters who show unusual enthusiasm or ask insightful questions about new products. Pay attention to individuals who proactively share their positive experiences or suggest improvements without prompting. Once identified, nurture champions by giving them early access to features, responsive support, and recognition for their contributions. Equip them with the knowledge and materials they need to effectively advocate, including talking points that address common objections. Create opportunities for champions to connect with each other, forming a community that strengthens their commitment and expands their influence. The most successful champion programs formalize this support without over-structuring it, preserving the authentic enthusiasm that makes champions effective.

What's the difference between a product champion and a product manager?

While product managers and champions both support product success, they differ significantly in role and perspective. Product managers hold formal responsibility for the product's strategy, roadmap, and business outcomes. They make decisions about features, prioritization, and resources based on market research and business objectives. In contrast, product champions advocate from the user perspective, often serving as the voice of their department or function. Champions typically maintain their primary job responsibilities while supporting the product voluntarily, whereas product management is a dedicated role. Product managers need champions to drive adoption and gather authentic feedback, while champions rely on product managers to incorporate their input into future development. This complementary relationship creates a powerful feedback loop that improves both the product and its adoption.