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How to create a
product culture?
You can do this!
@maa1ProductTank Amsterdam, Feb ‘17
What is product culture?
Customer understanding
Value proposition
Business model & position @maa1
@maa1
Product culture components:
Shared vision, mission & values
Product mindset
Customer centric
Clear goals
Great people
Continuous learning
What I found on my 1st day:
Very successful business
‘Build it and they will come’
What is UX or product!? @maa1
@maa1
Asking “why?”
That’s where product
culture starts
@maa1
Leading without authority
Developers want Agile
Stakeholders want Gantt charts
People living in ‘peace time’
Safe to experiment and fail?
Don’t be a bulldozer!
@maa1
Pick your battles!
@maa1
Start small but
targeted:
Product vision
Mission statement
Manifesto
OKRs
Data
Customers
@maa1
Our product vision:
“Making international
growth simple”
@maa1
For (target customer)
Who (statement of the need or opportunity)
The (product name) is a (product category)
That (key benefit, compelling reason to buy)
Unlike (primary competitive alternative)
Our product (statement of primary differentiation)
Mission statement:
Which problems are we solving NOW?
@maa1
Hilton Hotels example:
Vision / Mission / Values @maa1
Aspirational
Long term
This is what
we are doing
NOW
Embody these values in
everything we do
Hire and fire accordingly
@maa1
Values underpinning a
product culture:
Curious
Courageous
Inventive
Open
Experiment
Learn
@maa1
Our team values and principles:
@maa1
“IT mindset”
Scale and execution
Doing what “the business”
wants
@maa1
“Product mindset”
It’s about the customer
stupid!
Constant innovation
@maa1@maa1
@maa1
How do we become more
customer centric?
5 customers every fortnight
Team based user research
‘Exposure Hours’
Feel what users feel
‘Product Retrospectives’
@maa1
People:
Hire and fire for the right
values and behaviours
‘Product Janitors’
@maa1
@maa1
Netflix aren’t afraid to
hire and fire
@maa1
Clear goals:
“Acquire better,
process better”
Individual OKRs for “Acquire
better, process better”
@maa1
Objective 4 - Improve on core metrics constantly and iteratively
Results:
1. Ensure that those clients who complete the registration form become 6 out of
every 10 by the end of December ’17.
2. Create a bespoke onboarding experience for our Asian clients, and increase
registration completion to 60% by end of December ’17 from 40% currently.
3. Work toward reducing the onboarding error rate by 10% globally by end of
June ’17.
Continuous learning:
Measurable
Data driven hypotheses
Full transparency
@maa1
@maa1
Iterative improvements and
innovation
You can drive product culture!
1. Create and share your product vision
2. Bring the customer into the building and share!
3. Facilitate product retrospectives
@maa1
https://www.kennorton.com/newsletter/2016-05-10-bringing-the-donuts.html
http://svpg.com/product-vs-it-mindset/
http://www.slideshare.net/RauwCC/social-media-week-rotterdam-wouter-de-bie-spotify
http://uxmag.com/articles/creating-a-shared-vision-that-works
http://blog.invisionapp.com/ux-principles-to-guide-your-product-design/
http://www.slideshare.net/reed2001/culture-1798664/23-Were_a_team_not_a
https://medium.com/@maa1/my-product-management-toolkit-16-how-not-to-become-a-
product-janitor-330db290334a#.39kz0xe7z
Links for further learning
@maa1
Slide 2 - http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/
Slide 3 - http://www.theboardgamefamily.com/wp-content/uploads/2014/02/LEGOs.jpg
Slide 4 - http://sustainablejill.com/the-importance-of-good-focus/magnifying-glass/
Slide 5 - https://parabolasales.com/2016/07/24/why-do-we-do-it-this-way/
Slide 6 - http://www.clipartbest.com/warning-signs-danger
Slide 7 - https://hostted.com/bulldozer-clipart/
Slide 8 - https://upload.wikimedia.org/wikipedia/commons/3/35/Battle_of_New_Orleans.jpg
Slide 9 - http://www.business2community.com/online-marketing/do-you-want-to-succeed-online-start-
small-01292881
Slide 10 - https://plus.google.com/+worldfirst/videos
Slide 12/13 - http://www.hiltonworldwide.com/about/mission/
Slide 14 - https://thefinancialbrand.com/4410/banks-core-values/
Slide 16 - http://www.touchfinancial.co.uk/scaling-up-your-business/
Slide 17 - http://www.atlascorps.org/blog/?p=13712
Slide 18 - http://agilesyndicate.blogspot.co.uk/2012/08/inspect-and-adapt-your-retrospective.html
Slide 19 - https://www.lego.com/en-gb/minifigures/characters/
janitor-4e9937bd82524499bdd36f44705f08c3
Slide 20 - http://www.slideshare.net/reed2001/culture-1798664/23-Were_a_team_not_a
Slide 21 - http://x-seed.in/customer-acquisition-cost-the-masked-killer/
Slide 23 - http://www.keepcalm-o-matic.co.uk/p/keep-quiet-and-let-the-data-speak/
Slide 25 - http://www.driversedguru.com/drivers-ed-training-exercises/stage-1/stage-1-steering-methods/
Image credits
@maa1

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