Good, Better Bet Product Management (Seattle Product Camp keynote)
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Transcript of Good, Better Bet Product Management (Seattle Product Camp keynote)
Product Management: Good, Better, Best
Rich Mironov
25 October 2014
1 © Rich Mironov, 2014
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• Veteran product manager/executive
• 6 startups, including as CEO
• “The Art of Product Management”
• First Product Camp, first product tracks at Agile conference
ABOUT RICH MIRONOV
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market information, priorities, requirements, roadmaps, epics,
user stories, backlogs, personas, MRDs…
product bits
strategy, forecasts, commitments, roadmaps, competitive intelligence
budgets, staff, targets
Field input, Market feedback
Segmentation, messages, benefits/features, pricing,
qualification, demos…
Markets & Customers Development
Marketing& Sales
Executives
Product Management
WHAT DOES A PRODUCT MANAGER DO?
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• Focus on deliverables and processes
• Engineering and Marketing see promptness, not quality
• But great product management >> deliverables
• We earn our pay by making hard decisions
HARD TO QUANTIFY PRODUCT MANAGEMENT EXCELLENCE
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REQUIRED SPORTS ANALOGY: [1] LEARN THE BASICS
[2] TECHNICAL MASTERY
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[3] BRILLIANCE >> TECHNIQUE
• “Minimally viable product manager” • Learn the tools, keep the product process flowing
• Technical mastery • Best practices, efficient processes, successful products
• Strategic brilliance • Creative solutions, competitive advantage,
seeing around corners
GOOD, BETTER, GREAT PRODUCT MANAGEMENT
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1. Market insight
2. Agile
3. Pricing
4. Organizational thinking
FOUR ASPECTS
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“Daddy said that customers will want this.”
MINIMALLY VIABLE MARKET INSIGHT
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TECHNICAL MASTERY: KNOWN MARKETS, UNDERSTOOD NEEDS
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DEEPLY CHANNELING CUSTOMER NEEDS
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• Choose a model
• Play your part
• Make some music
MINIMALLY VIABLE AGILE PRODUCT OWNERSHIP
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• Teamwork
• Right-sized stories
• Groomed backlog
• Harmony
• Assigned roles
TECHNICAL MASTERY OF AGILE PRODUCT OWNERSHIP
• Whole team contributes to market insights
• “Customer problems we are solving” instead of “what customers asked for”
TRANSCENDING TEXTBOOK PROCESSES
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We have a price • Matches competition
• Doesn’t delay launch
MINIMALLY VIABLE PRICING
B2B: $20 per month per user
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Apply well-known models correctly
TECHNICAL MASTERY OF PRICING
Basic
Expa
nded
Advanced
Core feature #1 √ √ √ Core feature #2 √ √ √ Core feature #3 √ √ √ Baseline support (5*8, email) √ √ √ Baseline capacity √ √ √ Monthly newsleFer √ √ √ Major upgrade feature √ √ Cool feature √ √ Extra capacity √ √ Expanded service hours (6*12) √ √ Professional feature √ Tons of capacity √ Concierge service (24*7, phone) √ Golf with sales rep √ CEO welcome leFer √
New pricing model changes basis of competition
STRATEGIC MARKETPLACE DISRUPTION THROUGH PRICING
• Plays well with others
• Sales is willing to invite to customer meetings
MINIMALLY VIABLE ORGANIZATIONAL SKILLS
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• Knows what motivates stakeholders and team
• Smoothly leads without authority
• Understands org charts and organizational structures
TECHNICAL MASTERY OF ORGANIZATIONAL MODELS
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• Sorts roles from personalities, anticipates behaviors
• Coaches across all levels and functions
• Given our executive team, how should we be structured?
STRATEGIC INSIGHT INTO PEOPLE AND ORGANIZATIONS
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Deeply understands customer needs…
Can quantify the value of solutions…
Partners to get great product built…
Gently manages the organization…
Helps customers discover/appreciate/buy
SO A GREAT PRODUCT MANAGER…
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WELCOME TO PRODUCT CAMP SEATTLE!
Rich Mironov San Francisco, CA 94102
RichMironov
@RichMironov
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