"you got the roadmap. now get buy in", avi latner @producttank tlv, march 2017
TRANSCRIPT
PowerPoint Presentation
You got the roadmap. Now get buy-in.Avi LatnerHead of Product, [email protected]
Key points: When it comes to strategy and product strategy, Ive had and we all have solid frameworks to build on: Product strategy Porter (competitive analysis), Clay Kristerson (disruptive innovation),Mark Anderson (product market fit)
Process of building software and delivery are also established on frameworks: Eric Riess - lean startup, agile manifesto
But the process getting the organization behind the roadmap and wistending pressure was not part of my toolbox when I started PM
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Agenda
PROCESS
ME
PRINCIPLES
PREMISE
Me
Premis
Principles
Process2
About me
Utterback & Abernathy
3
About me
Provides tools to help storytellers tell engaging stories
You got to product byBeing a good communicator
Taking on extra requirements
Having a tendency to say YES
But as a group product manager
Its not just your time. Its the whole development and product group
Its your responsibility to also say NO
People think focus is saying yes to the thing youve got to focus on. But it really means saying NO to the other hundred good ideas. Steve Jobs - Roadmaps are evidence of strategy. Not a list of features. Steve JohnsonThe essence of strategy is choosing what NOT to do. Michael Porter
Being empowered to say noThe power to say no comes from building the right ROADMAP with the right PROCESS
Roadmap Principles
VisionDerived from companys vision
Product Strategy as a Subset of Company Strategy
InclusiveBe inclusive in gathering ideas. Exclusive in prioritizing.
Measurablepass/fail criteria deadlineConnected to stakeholders business goal
Good: 15% increase in customer life-time-value by EOQ achieved by personalizing in-app promotions
Not as good: build a recommendation engine to personalize in-app promotions
ConciseExternalize the benefit. Not the feature set.
Simple. Big items only. Up to 7, no one will remember more.
TransparentCommit publicly
Have everyone hear it
Hold yourself and your team accountable to the company
So whats the process1 month before quarter starts
Add a summary slide
Be aware of signoff (also the developers)Tips
Examples for each one...16
Quick Tips and SummaryKeeping FOCUS is the most important part of your job
Have realistic goals you are on the hook
No one should be surprised in an all hands meeting. Especially not the Developers.
THANKSAvi LatnerHead of Product, [email protected]
Key points: When it comes to strategy and product strategy, Ive had and we all have solid frameworks to build on: Product strategy Porter (competitive analysis), Clay Kristerson (disruptive innovation),Mark Anderson (product market fit)
Process of building software and delivery are also established on frameworks: Eric Riess - lean startup, agile manifesto
But the process getting the organization behind the roadmap and wistending pressure was not part of my toolbox when I started PM
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