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Nate Walkingshaw - Mowing your Product Lawn

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We've been historically focused on outputs from our work, but Nate Walkingshaw from Pluralsight discusses how to reframe our thinking and work backwards from desired outcomes to build more effective teams. In this presentation from SaaSFest 2017, Nate manages to find a meaningful metaphor for outcome-based teams in the unlikely setting of a mowed lawn.

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Nate Walkingshaw - Mowing your Product Lawn

  1. 1. Paramed First company First acquisition Software startup 2nd acquisition 90 year old company Growth startup EMS $7.14 / hour
  2. 2. “Healthy product heart” NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW • DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM Co-create “Trust” Vision Strategy Output & Outcome based Product Confidence (80%) Knowledge transfer (GTM Velocity) Output PM UX Dev Content Customer Sales Marketing Support Finance Workstyle Collection of knowledge Cross-functional + Autonomous + Accountable Measure Outcome
  3. 3. “Healthy product heart” NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW • DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM Co-create “Trust” Vision Strategy Output & Outcome based Product Confidence (80%) Knowledge transfer (GTM Velocity) Output PM UX Dev Content Customer Sales Marketing Support Finance Workstyle Collection of knowledge Cross-functional + Autonomous + Accountable Measure Outcome Output & Outcome based
  4. 4. OF TECHNOLOGY FOUNDED PRODUCTS THE PAGES OF A NEW ERA WE ARE AUTHORING
  5. 5. FOCUSED ON OUTPUTS HISTORICALLY
  6. 6. TAKE ON OUTCOMES NATE WALKINGSHAW’S
  7. 7. YOU DON’T FIND THIS HELPFUL… IF, AT ANY POINT IN TIME,
  8. 8. CREATING THE WHOLE PRODUCT STORY NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  9. 9. THE STORY OF A LAWN MOWER NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  10. 10. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  11. 11. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  12. 12. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM TEAM TEAM TEAM TEAM TEAM TEAM TEAM TEAM
  13. 13. BUILDING TEAMS AROUND AN OUTCOME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  14. 14. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  15. 15. DESIGNER CO-LOCATED, CROSS FUNCTIONAL, SHARED OUTCOME, SHARED NARRATIVE ENGINEER PRODUCT MANAGER TEAM DESIGN NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  16. 16. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  17. 17. CONNECTING USE WITH LIFECYCLE NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  18. 18. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  19. 19. SHARING THE USER STORY AND THE LIFE OF A MOWER NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  20. 20. THE NARRATIVE UNDERSTANDING
  21. 21. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  22. 22. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  23. 23. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  24. 24. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1, 2 and then 3 times during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  25. 25. AND OUTLIERS CORNER CASES
  26. 26. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  27. 27. Outliers may be adjacencies Outliers may be adjacencies Focusing on a segment of the extreme Covers 80% of your market NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  28. 28. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM EXAMPLE AS LIVED
  29. 29. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  30. 30. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM NOTICE ANYTHING MISSING? THIS IS COLBY
  31. 31. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  32. 32. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM SEE THE DIFFERENCE? THIS IS DANTE
  33. 33. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM W/OUT BAG W/BAG
  34. 34. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  35. 35. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM THE BAG GETS CAUGHT ON THIS TRANSITION AND SENDS GRASS EVERYWHERE CORNER CASE
  36. 36. SPECIFIC PERSONA GROUPS CORNER CASE 1 Mows with a bag to leave paths clean CORNER CASE 2 Mows without a bag due to flagstones SERVICE PROVIDER Provides service to all users. MANUFACTURER Builds products with intention for each user NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  37. 37. OUTCOME = HAPPINESS OVER TIME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  38. 38. 1 2 80% 0% 0 hrs 12,000 hrs HAPPINESS TIME NUMBER OF SERVICES IN LIFECYCLES HAPPINESS CURVE MFG RECOMMENDED 4 2 0 NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM 1 2 3 4
  39. 39. YOU CAN COUNT ON ONE THING
  40. 40. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM PEEPS BE DOIN’ WEIRD THINGS
  41. 41. VERSIONINGV2 NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  42. 42. 1 80% 0% 0 hrs 12,000 hrs HAPPINESS TIME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM V1 The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1 time during the mow. They finish mowing and clean up. They top off of the fuel and put the mower away.
  43. 43. V2 The user opens the garage to retrieve the mower. They roll the mower out and turn the throttle to choke. They place their foot on the mower and pull the string. The mower starts and the user starts mowing. They empty the bag 1 time during the mow. They finish mowing and clean up. They top off of the fuel with gloves on and then put the mower away. 2 80% 0% 0 hrs 12,000 hrs HAPPINESS TIME NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  44. 44. A SUMMARY FOR SOFTWARE NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM
  45. 45. SOFTWARE PLATFORM EXAMPLE
  46. 46. TIME TO EFFECTIVE APPLIED LEARNING MY INTENTION
  47. 47. DO YOU HAVE YOUR INTENTION?
  48. 48. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM SOFTWARE PLATFORM EXAMPLE CORNER CASE PERSONA A
  49. 49. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM SOFTWARE PLATFORM EXAMPLE OUTCOME C PERSONA C OUTCOME A PERSONA B OUTCOME B PERSONA A GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL GOAL OVERALLOUTCOME SHARED SHARED SHARED SHARED SHARED SHARED SHARED SHARED CORNER
 CASE TTL
  50. 50. NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM V2 VERSIONING Increasing happiness and retention MEASURING HAPPINESS & RETENTION Retention curves show key indicators of user success SHARED OUTCOMES AND NARRATIVES Team members ORGANIZING TEAMS Lead by product intention, outcomes and narratives LEADING WITH INTENTION & OUTCOMES Identifying the intended outcome WRAP UP
  51. 51. THANKS! NATE WALKINGSHAW • CXO PLURALSIGHT • TWITTER / MEDIUM: @NWALKINGSHAW DIRECTEDDISCOVERY.COM • PRODUCTLEADERSHIPBOOK.COM

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