Successful products and value creation are built upon a strong understanding of customers in a targeted market.  It’s vital for product managers to convey and develop this understanding with the product team. A Market Requirement Document is the common tool that product managers use for this purpose. However, MRDs fall short in imparting a holistic view of the customer that is needed to develop and commercialize a product. In this PSN Webcast, we discussed the 12 tools, beyond MRD’s, that leading practitioners in our network are using to achieve a shared, holistic understanding of customers.