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Steve Johnson - Is Agile breaking Product Management?

Steve Johnson - Product Management Expert and Author, Under 10 Consulting.
Topic: Is Agile Breaking Product Management?
Website: http://under10consulting.com/
Blog: http://under10consulting.com/blog/

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Steve Johnson - Is Agile breaking Product Management?

  1. 1. Steve Johnson Under10 Consulting steve@under10consulting.com @sjohnson717 Is agile breaking product management?
  2. 2. With today’s methods, we can build the wrong product faster than ever. © 2015 Under10 Consulting
  3. 3. You need a formal process Agile methods are not product management methodologies Strategic product management is about the future
  4. 4. “ The biggest waste of all in product development is building something that absolutely no one wants. Eric Ries Business of Software, 2010
  5. 5. http://www.flickr.com/photos/andyde/4762081047/
  6. 6. “My father walked away from home and we can’t find him.”
  7. 7. So, we’re in complete agreement?
  8. 8. ?
  9. 9. ?
  10. 10. “ 90% of our best performers have a clear, defined product development process that guides from idea to launch. Robert G. Cooper and Scott J. Edgett, Best Practices in the Idea-to-Launch Process, April 2012
  11. 11. DESIGN & DELIVER REFINEDEFINE © 2015 Under10 Consulting ?
  12. 12. DESIGN & DELIVER REFINEDEFINE BEFORE: FOCUS ON PRODUCT © 2015 Under10 Consulting Business Market Business Market Product Promotion Sales Services
  13. 13. DESIGN & DELIVER REFINEDEFINE NOW: EXTEND YOUR VIEW © 2015 Under10 Consulting Business Market Business Market Product Promotion Sales Services
  14. 14. DESIGN & DELIVER REFINEDEFINE © 2015 Under10 Consulting Business Market Business Market Product Promotion Sales Services
  15. 15. “ Simply having a formal process is itself a best practice. Robert G. Cooper and Scott J. Edgett, Best Practices in the Idea-to-Launch Process, April 2012
  16. 16. DESIGN & DELIVER REFINEDEFINE BUSINESS Idea definition & vision Strategic alignment Domain leverage Technology approach Market priorities Competitive landscape PRODUCT Product roadmap (when) User profiles (who) Requirements (what) Specifications (how) User experience design Feature acceptance MARKET Market definition Market stories Competitive positioning Market forecast Market portfolio Innovation PROMOTION Launch plan Promotional plan Buyer profiles Market messaging Market content Product content BUSINESS Financial review Market penetration Revenue performance Sales effectiveness Process review Quality metrics SALES Product sales training Competitor battle cards Sales process (documented) Sales enablement tools Pricing model & discounting Win/Loss reporting (one) SUPPORT Support definition Services definition Implementation planning Product expertise support Product training Customer lifecycle DEFINE YOUR PRODUCT PLANNING CANVAS © 2015 Under10 Consulting MARKET Win/Loss analysis (many) Customer experience Satisfaction metrics Customer retention Success stories Product refinements
  17. 17. MARKET DEFINITION v Expertise: Market ❑ Market personas and stories ❑ ❑ ❑ ❑ PRODUCT ❖ Expertise: Product ❑ Product personas and stories ❑ ❑ ❑ ❑ MARKET GOALS & RESULTS ❖ Expertise: Market ❑ ❑ ❑ ❑ ❑ BUSINESS LEVERAGE v Expertise: Business ❑ ASPIRE competencies ❑ Business model ❑ ❑ ❑ PROMOTION ❖ Expertise: Market ❑ Positioning and messaging map ❑ ❑ ❑ ❑ BUSINESS GOALS & RESULTS ❖ Expertise: Business ❑ ❑ ❑ ❑ ❑ SELLING ❖ Expertise: Market ❑ Sales enablement plan ❑ Competitive battle cards ❑ ❑ ❑ SERVICE ❖ Expertise: Product ❑ Service personas and stories ❑ ❑ ❑ ❑ DEFINE DESIGN AND DELIVER REFINE Prepared for ByUnder10 Playbook Canvas™ 1511 © 2012-2015 Under10 Consulting, LLC
  18. 18. “ Minimum Viable Product: n. A set of product functionality that can best be described by the following phrase: “Well, it’s the least we could do.” Saeed Khan onproductmanagement.net
  19. 19. © 2015 Under10 Consulting It was never just about thermostats. At its core, Nest has always been about the home. We reinvent unloved home products to create simple, beautiful, thoughtful things. Tony Fadell CEO & Founder, Nest
  20. 20. ??Has agile broken product management? 30
  21. 21. DESIGN & DELIVER REFINEDEFINE © 2015 Under10 Consulting Business Market Business Market Product Promotion Sales Services
  22. 22. Software for product managers under10playbook.com My blog under10consulting.com/blog My book Look Beyond the Product under10consulting.com/reading My iTunes album notExactlySteve.com

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