Product Brief - The Primary Artefact by Spotify Product Manager
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Product Management Event at #ProductCon NY on how to create Product Brief by Morgan Brown, Product Manager Creator Marketplace, Spotify.
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Product Brief - The Primary Artefact by Spotify Product Manager
- 1. www.productschool.com Product Brief The Primary Artefact.
- 2. Join 40,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
- 3. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
- 4. Corporate Training Level up your team’s Product Management skills
- 5. Morgan Brown S P E A K E R
- 6. Creator Apparel Hack 1.0 Product Brief The Primary Artefact. Morgan Brown | Product Manager | Spotify
- 7. Existing Challenges With product briefs today A Writing Framework Inclusive to all stakeholders A Prioritization Framework To identify the right deliverables to work on A Planning Framework To prepare effective briefs every quarter Reflections & Considerations from our team Hi.
- 8. Umm, what’s a product brief? Product requirements document Product Spec Product opportunity review Product Proposal It depends .
- 9. Privileged & Confidential Product Brief (noun): the primary artefact actors can use to identify a clear business goal, the actors involved in achieving that goal, and deliverables to achieve that goal.
- 10. Existing Challenges Every product manager uses a different format. That makes it hard to grasp the TLDR each time.“ It often seems only relevant to the team who is building the product. So I don’t know why or how I am useful to it, or how it is useful to me. “ I’m not sure when I’m supposed to write the brief. If you write before planning it changes, when you write it after planning it changes. “
- 11. Our Approach Content Control | Creator Marketplace | Spotify the attempt to create a product brief for any audience
- 13. MAU Growth Subscription Revenue Creator Livelihood Listener Engagement etc. Step 1
- 14. Creators can easily control their catalog on Spotify, to reach as many fans across the globe as possible. Step 2 MAU Growth Creator Livelihood
- 15. Actors that can influence this goal Artists Labels Spotify Licensing S4A Team artists artist and label marketing local governments labels spotify licensing team creator engineering new markets teams growth opportunities team spotify-4-artists team ... Step 3
- 16. Impact these actors can make Artists can… Communicate with their fans in specific market(s) Y z Labels can… Ensure the artists catalog is available to stream globally Y z Spotify Licensing can… Sign global rights with our biggest content providers Y z S4A Team can… Provide artists with ways to communicate with their fans around the world Y z Step 4
- 17. Deliverables to create that impact Step 5 If the S4A team can provide artists with ways to communicate with their fans around the world, then... 1. S4A can offer translation services on descriptions and liner notes. If artists can communicate with their fans in specific market(s), then... 1. Artists can send notifications about a new release to fans in a specific market.
- 18. Reach Number of customers impacted Prioritization Framework. Choosing the right deliverables to pursue and scope. Impact on the customer, and the business Cost of not choosing this solution Effort required from the accountable actor Social Responsibility Eco Sustainability S4A offers translation services on descriptions and liner notes.
- 19. Prioritizing with stakeholders. Evaluating a few options with your stakeholders can help achieve buy in. Reach Number of customers impacted Impact on the customer, and the business Cost of not choosing this solution Effort required from the accountable actor Via shared sessions, user research and interviews etc.
- 20. Put it all in the product brief!
- 21. Impact and prioritized deliverables look a lot like objectives and key results. Brainstorming your deliverables with your stakeholders early provides more time and clarity on how to measure success. OKR Planning x% metric y% metric S4A offers translation services on descriptions and liner notes. z% metric
- 22. The Planning Framework. Our timeline for OKR planning, and required briefs, for Q1 of 2020. Impact Mapping Workshop Prioritization and Stakeholder Review Select OKRs Learnings and Revision Monthly Rolling OKR Check InQ1 Distribute Product Brief Prioritization and Stakeholder Review Learnings and Revision Q4 Company Goals (Re) Set Update Product Brief
- 23. Every product manager uses a different format. That makes it hard to grasp the TLDR each time.“It often seems only relevant to the team who is building the product. So I don’t know why or how I am useful to it, or how it is useful to me. “ I’m not sure when I’m supposed to write the brief. If you write before planning it changes, when you write it after planning it changes. “ Planning Framework Prioritization Framework Writing Framework
- 24. The more disciplines you have involved, the better. If you already have a solution mind, put it aside (for now). Avoid any single point of failure. Have a concrete feedback loop for learnings and revisions. Once you try it, share it. Reflections and things to Consider.
- 25. Creator Apparel Hack 1.0 Thanks!Try it out, let me know what you think.
- 26. www.productschool.com Part-time Product Management Training Courses and Corporate Training
Editor's Notes
- If you’re interested to connect with other Product Managers, aspiring PMs, or those within tech, join our Slack community of over 40,000 professionals. It’s a great place to network and to find interesting content. We host a weekly AMA through our Slack channel on Tuesdays from 11:15am - 12pm PST. We have also recently launched the Job Portal where you can find the latest Product Management opportunities! As members of the Product School community, we'd like to provide you with these resources at your disposal.
- Product School’s Product Management Certificate Path comprises of 3 part-time courses for professionals with strong technical or business background who want to further explore Product Management at software-based companies. During Product Management Training you will first learn Product Management fundamentals to understand the software product lifecycle and what it takes to successfully transition into a product management role. You’ll then be trained to retrieve data, understand its value and make impactful decisions with SQL, data visualization and Tableau. Learn to understand your users to deliver exceptional UX/UI design and develop a robust digital marketing plan. During the Full Stack Product Management Training, you will deep dive into the technical knowledge to enhance your ability to work with agile teams. Finally, Product Leadership Training will elevate your product knowledge to become an effective Product Leader. You'll do an in-depth analysis on how to implement best PM practices on a strategic level to significantly impact your company’s portfolio and revenue. Learn the soft skills to manage product teams and manage stakeholders to deliver performing products.
- As well as individual courses we provide corporate training across the world! If you’d like to upskill your product team this is the best option for you. We have trained employees from multiple companies such as Deloitte, Salesforce, JP Morgan, Bank of America amongst many other companies across all industries.