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Product Management 101 - How to Ask Questions
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Transcript of Product Management 101 - How to Ask Questions
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How to Ask questions
Connie KwanHead of Product, Ecosystem @ Atlassian
Presented at ProductSchool, SF
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+startups RealMealz, SourceMap, ImpactIQ
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How to Ask questions
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User studiesPriority & Planning
Mgmt reviews
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Bonus: Negotiations
Interviews
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User studies
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User studiesGoal: Learn
1. Don't ask, observe.2. Ask open, non-leading
questions3. Ask why. Learn their
stories.
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Questions for LearningLeading vs non-leading:
● Were you happy? Vs How did you feel?
Ways to ask Why:
● How come? Why was that? Walk me through it. How did that make you feel? How did you respond? Tell me more about that.
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User studiesGoal: Learn
1. Don't ask, observe.2. Ask open, non-leading
questions3. Ask why. Learn their
stories.
Let’s Try it!1. Learn your neighbor’s childhood story. 2. Measure of success: How well can you recount it?3. 1 min learning, swap, 1 min to recount, swap. 2 min Feedback.
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Priority & Planning
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Priority & PlanningGoal: Understand
1. Leave no stones unturned.2. Draw people out.3. Encourage conflict.
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Questions for UnderstandingLeave no stones unturned:
● Are there other ways of looking at this issue? ● So the group has raised various challenges to this
proposal. Does anyone want to speak in it's favor?Draw People out:
● Are there comments from anyone who hasn't spoken for a while?
● Did you want to add anything?, You look as if you might be about to say something …
Encourage Conflict:● Can anyone play devil’s advocate it for a few
minutes?● OK we have heard where many people stand on this matter.
Does anyone else have a different opinion?
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Priority & PlanningGoal: Understand
1. Leave no stones unturned.
2. Draw people out.3. Encourage conflict.
Let’s Try it!1. Find a passion conflict area with your neighbor (Guns, Health care, H v T) 2. Measure of success: How well does your neighbor feel understood? 3. 90s understanding, 60s recount, 30s feedback; swap.
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Management reviews
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Management reviewsGoal: Make decisions
1. Align on overarching goals.
2. Ask tough questions.3. Converge or postpone.
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Questions for Making DecisionsAlign on goals:
● What part of our John’s idea doesn't work for you?● What did you hear Jim say?● Can you Restate Jim's words remarks in different words?● Do you feel that Alan understand what you said?● I wonder if we're getting your point, can someone
summarize?”
Ask tough questions:● It looks like you're having a reaction to that. ● I'm guessing you're frustrated. Am I close?● In your tone of voice, you seem pleased. Is it true?● You sounded a bit worried, is that accurate
Converge or Postpone:● Are we able to make a decision today? ● Do we need more information to make a decision?
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Bonus: Negotiations
Interviews
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Negotiations
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NegotiationsGoal: Move forward
1. Build trust.2. Seek to understand.3. Breathe.
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To clarify, … …. … … … , did i understand you correctly?
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InterviewsGoal: Sell your brain
1. Be passionate2. Be curious3. Be smart
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Questions for Selling your BrainBe passionate, Be curious:
● What segment of customers are responding well to your product?
● How is your company solving the problem of <relevant industry issue>?
● How is the team structured? What’s missing in the team to get the company to the goal?
● What is your experience in this company? What are you working on?
Be smart: ● Improvise questions based on info they share.
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InterviewsGoal: Sell your brain
1. Be passionate2. Be curious3. Be smart
Let’s Try it!1. Interview your neighbor for a PM job at your most recent company. 2. Measure of success: Rate 1-5 on projected passion, curiosity and smarts 3. 30s explain the company, 5 min interviewing, 1 min feedback; swap.
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