Presenter: Steve Johnson In this session, author Steve Johnson shares his new experience managing a product after 20+ years of product management consulting. He introduces a nimble idea-to-market process with strong emphasis on personal experience with customers. From business planning to product launch, this approach for managing products empowers your product team to work smarter and collaborate better with colleagues and customers. Steve Johnson is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team.

1. Steve Johnson
steve@under10consulting.com
@sjohnson717
http://www.under10playbook.com/prodcamp
CREATE YOUR PRODUCT ADVENTURE

2. © 2012-2017 Under10 Consulting
“ In theory, there is no
difference between theory
and practice. In practice,
there is.
attributed to Yogi Berra

3. What would you say you do here?

4. http://www.flickr.com/photos/medevac71/5557687409/
46% of time
spent in
unplanned activity

5. © 2012-2017 Under10 Consulting
Define Evaluate Describe Schedule Release Launch Enable Analyze
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn

6. © 2012-2017 Under10 Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn

7. © 2012-2017 Under10 Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
Define the
who and
why, not
how

8. © 2012-2017 Under10 Consulting
Persona: Meghan, the Product Manager
What templates should I
use in this organization?
Where do I put all the
information about my
products?
What’s the status of my
product?

9. © 2012-2017 Under10 Consulting
Persona: Alan, the VP of Product
I want to standardize my
team with proven methods
and templates
I need a place to store our
product assets that isn’t in
someone head
I want my team’s output to
look the same, regardless
of who created them

10. © 2012-2017 Under10 Consulting
Under10 Playbook: Market problems
Consolidation
Everything about
your products
in one place
Consistency
All views and reports
look the same,
regardless of creator
Coaching
Guide your team
through a nimble,
standard workflow

11. © 2012-2017 Under10 Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
Make
time for
briefing
teams

12. Meghan needs a roadmap report
for the executives so she can show
the status of major deliverables
92

13. Ron Jeffries advocates the form of “Card,
Conversation, Confirmation“ for stories.

15. © 2012-2017 Under10 Consulting
Planning
Ready Working Accepted
Released
Visible to development

17. © 2012-2017 Under10 Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER
learn
Make
time for
briefing
teams

18. ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL Do they tell their friends?
Do they pay you?
Do they come back?
Do they sign up?
Do customers find you?
Based on Dave McClure’s “Pirate Metrics”

19. Focus your
promotions on
significant drop-offs.

20. © 2012-2017 Under10 Consulting
DESCRIBE
DEFINE
EVALUATEMARKET
BUILD
DELIVER

22. © 2012-2017 Under10 Consulting
Product leaders systematically turn ideas into businesses
They do this by:
envisioning solutions to
widespread problems
shared by distinct groups
of people,
inspiring and empowering
organizations to deliver
their vision, and
monitoring key metrics and
adjusting priorities to refine
their vision.
Product Leaders lead!
Product leaders are
business-focused
Product leaders are driven
by facts, not opinions

23. © 2012-2017 Under10 Consulting
Product leaders must
choose: do you want
to put out fires or put
out products?

24. For more, get
Turn Ideas Into Products,
available now on Amazon.
TurnIdeasIntoProducts.info

26. © 2012-2017 Under10 Consulting