Ron Brown Discusses Marketing Side of Agile Teams

Transcript from Feb 6, 2012: Global Product Management Talk
Ron Brown, CEO & Author @browncompany
The Marketing Side of Agile: Secrets For Success
MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr

Ron Brown, CEO & Author spoke about Secrets
Leading Companies Know That You Probably Don't At
The Global Product Management Talk On Twitter on
February 6, 2012 using the hashtag #prodmgmttalk.

The 5 most active tweeters today received Ron’s book,
Anticipate. The Architecture of Small Team Innovation
and Product Success

“I'm really looking forward to my discussion with the Global Product Management Talk
community using Twitter," said Ronald Brown, Managing Partner at Brown & Company LLC.
"What could be faster and more efficient?"

INTRO
Leading companies bring in over twice the revenue from new products as their less-successful peers. What do
they know that the rest of us do not?

Successful companies spend much more time figuring out how to be more innovative. Small Agile development
teams have emerged as a cornerstone strategy - their organizational design, which encourages discovery,
experimentation, and self-governance, produces significant benefits, not least of which is speed. When Agile
teams are employed, parent companies (or investors) get more innovation attempts per dollar. But in leading
companies, Agile-like teams are only the start, not the end, of the pursuit of innovation. New product
development leaders have recognized that Agile teams still lack critical knowledge about what makes products
successful from a marketing standpoint. No surprise; these Agile teams are made up of developers, who are
mostly engineers.

Each week, The Global Product Management Talk is a real time event featuring an expert guest speaker who
asks questions of the participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast their
audio comments over BlogTalkRadio. The transcript of Tweets and podcast are available after the live event
online and as a mobile application in the Android and iTunes marketplaces.

 Podcast: http://bit.ly/yzWgcb
 Links: http://bit.ly/zYROOe

This event occurred on the year anniversary of the first Global Product Management Talk. It was sponsored
by the AIPMM, The Association of International Product Marketing and Management (AIPMM)
http://www.aipmm.com

_______________________________________________________________________________________________
Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com

Sponsor us http://bit.ly/gF0Tt3 Thank you.

@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 1


QUESTIONS FOR DISCUSSION
Q1 Please introduce yourself, where you are tweeting from & your involvement w/ #prodmgmt #prodmgmttalk
Q2 What is the definition of a "leading company"?
Q3 How do Agile teams fit into their strategy?
Q4 What is the most important skill a developer can have?
Q5 How do you determine what customers need?
Q6 What is the most important business skill for the 21st century?
Q7 What is the reason Agile is gaining in popularity in large companies?
Q8 Where do you look for ideas internally?
Q9 What is the "surprise element" of business models?

TWEET CHRONOLOGY
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Can't participate on Twitter? Listen to the podcast! Follow Us on BlogTalkRadio http://t.co/rgVn1HbN
Put it on your calendar! #prodmgmt Speaker Schedule (through April!) http://t.co/xJ9kLkSb
What is the Global Product Management Talk? http://t.co/WxgIN6Oz
When is the best time/day for you to participate on Twitter? http://t.co/Wzt7Lb96

ProdMgmtTalk Mrktg Side of Agile @edbeaux @johnnewbury_ @johnpeltier @brioneja @rcauvin Pls
Note Time for #prodmgmttalkhttp://t.co/Bt1fwOET #prodmgmt -7:11 PM Feb 5th, 2012

nickcoster RT @brainmates: Tomorrow marks 1 year anniversary of#prodmgmttalk - a global discussion
forum abt #prodmgmt. Join us at 9AM Sydney 7 Feb on Twitter. -7:44 PM Feb 5th, 2012

paulalexgray RT @brainmates: Tomorrow marks 1 year anniversary of #prodmgmttalk - a global discussion
forum abt #prodmgmt. Join us at 9AM Sydney 7 Feb on Twitter. -7:47 PM Feb 5th, 2012

ProdMgmtTalk Thanks for RTs! @paulalexgray @brainmates Look forward to @nickcoster co-hosting &
chance to win book!http://t.co/clkLh4aY #prodmgmttalk -8:10 PM Feb 5th, 2012

brainmates @mishymash Thanks very much. Its been a lot of fun co-hosting #prodmgmttalk
with @cindyfsolomon -9:13 PM Feb 5th, 2012

product_anon congrats!! RT @brainmates: Tomorrow marks 1 year anniv of #prodmgmttalk - a global
discussion forum abt#prodmgmt. 9AM Sydney 7 Feb -4:40 AM Feb 6th, 2012

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ProdMgmtTalk Global Product Management Talk thanks @AIPMM sponsoring
today's @ProdMgmtTalk w/ @browncompany http://t.co/3h7bntqq @plancast #prodmgmttalk -10:11 AM
Feb 6th, 2012

ProdMgmtTalk Please welcome http://t.co/58WifxYj who joins #ProdMgmtTalk as a sponsor in celebration
of 1 year birthday! -11:53 AM Feb 6th, 2012

johnnewbury_ Any UK product managers out there fancy a nightcap? 10pm GMT - Join The Marketing Side
of #Agile#ProdMgmttalk http://t.co/WxqNLo0h -12:07 PM Feb 6th, 2012

ProdMgmtTalk @anish337 Try this link: The Marketing Side of #Agile #ProdMgmttalk
http://t.co/e4lQ3d8s #prodmgmt w/@browncompany #prodmgmttalk -12:42 PM Feb 6th, 2012

ProdMgmtTalk @johnnewbury_ Participants get mentioned in podcast http://t.co/e4lQ3d8s & entered to
win book! ttp://t.co/clkLh4aY #prodmgmt #prodmgmttalk -12:45 PM Feb 6th, 2012

errandmanagers RT @ProdMgmtTalk: You're mentioned! @mjm_pm @johnnewbury_ @Beta_Boy
@errandmanagers Podcast re: New Class Of B2B prodmgmt #prodmgmttalk http://t.co/rENlh4Vx -12:49
PM Feb 6th, 2012

aipmm Happy 1 Year birthday Global Product Management Talk!#prodmgmt Delighted to sponsor The
Marketing Side of Agile today! #prodmgmttalk -1:46 PM Feb 6th, 2012

ProdMgmtTalk For today's chat, pls follow spkr Ron Brown@browncompany co-
host @nickcoster & @cindyfsolomon & today's sponsor @aipmm #prodmgmttalk -1:51 PM Feb 6th, 2012

aipmm Resources for today's talk http://t.co/D89rysHq #prodmgmtMarketing Side of
Agile #prodmgmttalk -1:57 PM Feb 6th, 2012

ProdMgmtTalk Today's co-host @nickcoster of @brainmates joins @cindyfsolomon
and @browncompany to discuss Marketing Side of Agile #prodmgmt #prodmgmttalk -1:59 PM Feb 6th,
2012

johnnewbury_ Congratulations @cindyfsolomon @prodmgmttalk - 1 year of
great #prodmgmttalk #prodmgmttalk -2:03 PM Feb 6th, 2012

ProdMgmtTalk RT @johnnewbury_: Congratulations @cindyfsolomon@prodmgmttalk - 1 year of
great #prodmgmttalk #prodmgmttalk-2:05 PM Feb 6th, 2012
_______________________________________________________________________________________________




brainmates Please join me for our weekly Product Management Talk at http://t.co/ld4cw6yG (there will be
many tweets).#prodmgmttalk -2:09 PM Feb 6th, 2012

ProdMgmtTalk Q1 Please introduce yourself, where you are tweeting from & your involvement
w/ #prodmgmt #prodmgmttalk#prodmgmttalk -2:09 PM Feb 6th, 2012

brainmates @brainmates - Tweeting from Sydney Australia where the summer weather could be better.
(raining outside)#prodmgmttalk -2:11 PM Feb 6th, 2012

ProdMgmtTalk Today's speaker @browncompany wrote book Anticipate. The Architecture of Small Team
Innovation and Product Success #prodmgmt #prodmgmttalk -2:11 PM Feb 6th, 2012

ProdMgmtTalk Today's prolific tweeters can win a signed
book!http://t.co/LPK2041i #prodmgmt #Agile #prodmgmttalk -2:12 PM Feb 6th, 2012

johnnewbury_ A1 John from Leicestershire (call it 'Lestersheer'!), UK, Product Manager for non-tech
product manufacturer#prodmgmttalk -2:12 PM Feb 6th, 2012

ProdMgmtTalk Welcome to our speaker @browncompany successful startup CEO with an extensive
background in technology and consumer marketing #prodmgmttalk -2:12 PM Feb 6th, 2012

ProdMgmtTalk RT @brainmates: @brainmates - Tweeting from Sydney Australia where the summer
weather could be better. (raining outside) #prodmgmttalk -2:12 PM Feb 6th, 2012

ProdMgmtTalk @browncompany discussing Agile Manifestohttp://t.co/e4lQ3d8s #prodmgmt efforts
designed to move quickly & lead w/customer in #prodmgmttalk -2:13 PM Feb 6th, 2012

brainmates @browncompany Does the agile methodology extend beyond the development team in your
model? #prodmgmttalk -2:13 PM Feb 6th, 2012

ProdMgmtTalk Companies outside software incl. hardware are investigating #Agile concepts = customer
first, accomodate changes quickly #prodmgmttalk -2:14 PM Feb 6th, 2012

ProdMgmtTalk RT @brainmates: @browncompany Does the agile methodology extend beyond the
development team in your model?#prodmgmttalk -2:14 PM Feb 6th, 2012

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ProdMgmtTalk @nickcoster of @brainmates discussing #Agile teams & methodologies #prodmgmttalk -
2:15 PM Feb 6th, 2012

ProdMgmtTalk Q2 What is the definition of a "leading company"?#prodmgmttalk -2:15 PM Feb 6th, 2012

ProdMgmtTalk @browncompany defines leading company as generates >$ from NEW products to
grow #innochat #innovation#prodmgmttalk -2:15 PM Feb 6th, 2012

brainmates @browncompany Agile is a way of thinking as much as a collection of specific
methodologies. #prodmgmttalk -2:16 PM Feb 6th, 2012

Beta_Boy @ProdMgmtTalk Richard from Sydney #prodmgmttalk -2:16 PM Feb 6th, 2012

ProdMgmtTalk Look at how much revenue company gets from NEW products for Metrics on leading
companies - X2 compared to non-leading #prodmgmttalk -2:16 PM Feb 6th, 2012

ProdMgmtTalk RT @Beta_Boy: @ProdMgmtTalk Richard from Sydney #prodmgmttalk -2:16 PM Feb 6th,
2012

brainmates @Beta_Boy Hi there Richard, thanks for joining.#prodmgmttalk -2:17 PM Feb 6th, 2012

ProdMgmtTalk Welcome @Beta_Boy @AIPMM ! Today's questions &
resources http://t.co/3rkylfCH #prodmgmttalk -2:17 PM Feb 6th, 2012

johnnewbury_ A2 We're measuring the KPI innovation as % of sales that @browncompany mentioned - less
focus on traditional measurements #prodmgmttalk -2:17 PM Feb 6th, 2012

ProdMgmtTalk Thank you @AIPMM for sponsoring today's event in honor of our 1 year
birthday! http://t.co/jTMSC7e5 #prodmgmttalk-2:18 PM Feb 6th, 2012

ProdMgmtTalk RT @johnnewbury_: A2 measuring KPI innovation as % of
sales @browncompany mentioned - less focus on traditional measurements #prodmgmttalk -2:18 PM Feb
6th, 2012

ProdMgmtTalk #Agile = innovation = leading/healthy companies basic structure of
approach #prodmgmttalk -2:19 PM Feb 6th, 2012

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brainmates @browncompany Agile is a pathway to innovation as it focuses on delivering new products to
market. #prodmgmttalk -2:19 PM Feb 6th, 2012

ProdMgmtTalk @johnnewbury_ @browncompany says YES, be all/end all for most companies to measure
new products.#prodmgmttalk -2:20 PM Feb 6th, 2012

ProdMgmtTalk Leading companies those that lead in innovation, productive innovation turn into real
products purchased by customers w/ROI #prodmgmttalk -2:20 PM Feb 6th, 2012

ProdMgmtTalk You can hear us live! http://t.co/e4lQ3d8s#prodmgmt #prodmgmttalk -2:21 PM Feb 6th,
2012

ProdMgmtTalk Q3 How do Agile teams fit into their strategy?#prodmgmttalk -2:21 PM Feb 6th, 2012

imusicmash @johnnewbury_ @browncompany how is "innovation" calculated in that innovation as % of
sales metric? #prodmgmttalk-2:21 PM Feb 6th, 2012

ProdMgmtTalk Agile Teams are main ingredient - how they organize, focus, stay on track, role of Snr Mgmt,
how they evaluate performance... #prodmgmttalk -2:21 PM Feb 6th, 2012

brainmates @browncompany Agile helps deliver 'Real Innovation" by stoking the innovation funnel faster
and learning from the market.#prodmgmttalk -2:21 PM Feb 6th, 2012

ProdMgmtTalk Welcomd @imusicmash! #prodmgmttalk -2:22 PM Feb 6th, 2012

ProdMgmtTalk @imusicmash Ans from @browncompany #innovationis component of successful product;
how many new products & how successful? #prodmgmttalk -2:23 PM Feb 6th, 2012

johnnewbury_ @imusicmash e.g. how many $$$ sales are generated from products launched in the last 24
months compared to $$$ total sales #prodmgmttalk -2:23 PM Feb 6th, 2012

ProdMgmtTalk @imusicmash function of new product sales - lots of definitions for innovation - in
book http://t.co/LPK2041i#prodmgmttalk -2:23 PM Feb 6th, 2012

ProdMgmtTalk RT @johnnewbury_: @imusicmash e.g. how many $$$ sales generated from products
launches last 24 months compared $$$ total sales #prodmgmttalk -2:24 PM Feb 6th, 2012

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ProdMgmtTalk Lots of Apple examples - 3M, Google, lots of companies innovative - Mgmt decides
innovative if generate sales & new markets #prodmgmttalk -2:24 PM Feb 6th, 2012

ProdMgmtTalk @johnnewbury_ @browncompany agrees! Exactly - obviously for Apple more than just
iPhone - transformed from computer to phone.. #prodmgmttalk -2:25 PM Feb 6th, 2012

brainmates @johnnewbury The assumption here is that a new product = Innovation. Ron, is this what you
are saying?#prodmgmttalk -2:25 PM Feb 6th, 2012

ProdMgmtTalk Q3 How do Agile teams fit into the leading companies' strategy? #prodmgmttalk -2:25 PM
Feb 6th, 2012

ProdMgmtTalk A3 because of success of #Agile in startups - lrg cos not usually good at innovation...alth Snr
Mgmt values#innovation - gap #prodmgmttalk -2:26 PM Feb 6th, 2012

brainmates @browncompany "Large companies are not good at innovation, but they want to
be." #prodmgmttalk -2:26 PM Feb 6th, 2012

ProdMgmtTalk #innovation always desired by Large Cos - but not good - try to emulate tech centers
like #SV - they want #Agileteams... #prodmgmttalk -2:27 PM Feb 6th, 2012

ProdMgmtTalk Part of being #Agile in large company - given fair amt of autonomy - must be able to figure it
out w/o micromgmt#prodmgmttalk -2:27 PM Feb 6th, 2012

hanneshelander @hanneshelander joining from a Shanghai just waking up. #prodmgmttalk -2:28 PM Feb
6th, 2012

ProdMgmtTalk @nickcoster is asking - in terms of use of #Agile - using it as verb prior
to #Agile movement #prodmgmttalk -2:28 PM Feb 6th, 2012

johnnewbury_ True value of agile team in large co's is allowing innovation to progress fast enough to meet
corp/shareholder payback demands #prodmgmttalk -2:28 PM Feb 6th, 2012

ProdMgmtTalk Welcome back @hanneshelander delighted to have you join us with your morning
coffee! http://t.co/3rkylfCH#prodmgmttalk -2:29 PM Feb 6th, 2012

ProdMgmtTalk RT @johnnewbury_: True value of agile in large cos is allowing innovation fast enough to
meet corp/shareholder payback demand #prodmgmttalk -2:29 PM Feb 6th, 2012
_______________________________________________________________________________________________




ProdMgmtTalk Large companies equate #Agile with being entrepreneurial - @browncompany says it helps
them emulate small startup teams #prodmgmttalk -2:29 PM Feb 6th, 2012

ProdMgmtTalk If Agile has 3 legs to stool - 1. speed 2. willing to respond to unforseen obstacles 3.
committed to customers for answers #prodmgmttalk -2:30 PM Feb 6th, 2012

ProdMgmtTalk This is how Senior Managers understand #Agile - applies to even non-
products #prodmgmttalk -2:30 PM Feb 6th, 2012

ProdMgmtTalk Q4 What is the most important skill a developer can have? #prodmgmttalk -2:31 PM Feb
6th, 2012

ProdMgmtTalk @browncompany says IBM study end of 2010 re: 1500 CEOs survey 30 industries 60
countries study - What most critical need? #prodmgmttalk -2:32 PM Feb 6th, 2012

brainmates @browncompany "Agile Pilllars - Built for Speed / Embracing change / Testing with Real
Customers" #prodmgmttalk-2:32 PM Feb 6th, 2012

ProdMgmtTalk Result of study - above anything, Need Creativity for future! Most important skill for
developers - Creativity! Engineers are! #prodmgmttalk -2:32 PM Feb 6th, 2012

Beta_Boy RT @brainmates: @browncompany "Agile Pilllars - Built for Speed / Embracing change / Testing
with Real Customers"#prodmgmttalk -2:33 PM Feb 6th, 2012

johnnewbury_ A4 - Most important skill for the agile developer? Creativity. Quoted from IBM study, 2010
via @browncompany#prodmgmttalk -2:33 PM Feb 6th, 2012

ProdMgmtTalk Engineers trained in critical analysis thinking skills vs. creative thinking skills - Agile teams
need support, tools, freedom#prodmgmttalk -2:34 PM Feb 6th, 2012

brainmates @browncompany Creative Developers - solution creative or Problem
creative? #prodmgmttalk -2:34 PM Feb 6th, 2012

ProdMgmtTalk Most creative teams are the most successful - creativity needs to be unleashed. Developers
have or not - may have suppressed #prodmgmttalk -2:34 PM Feb 6th, 2012

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ProdMgmtTalk @nickcoster says #prodmgmt think problem/solution & straddle both sides -
#prodmgmttalk -2:35 PM Feb 6th, 2012

ProdMgmtTalk Does Agile developer embrace both sides?@browncompany says YES - must stay close to
customer to solve relevant problems #prodmgmttalk -2:35 PM Feb 6th, 2012

ProdMgmtTalk BBDO created "problem detection study" in early '70s - prior used focus groups & asked
questions - not good input...#prodmgmttalk -2:36 PM Feb 6th, 2012

ProdMgmtTalk @browncompany says #Agile dev is as much about finding the problem as finding solution
since customers may not know what it is #prodmgmttalk -2:38 PM Feb 6th, 2012

johnnewbury_ How often does this actually happen?RT@Prodmgmttalk Agile teams need support, tools,
freedom to be creative via @browncompany #prodmgmttalk -2:39 PM Feb 6th, 2012

ProdMgmtTalk Diff between Agile developer & Agile Team - role of developer is creative solutions & also
attune to customer problems#prodmgmttalk -2:39 PM Feb 6th, 2012

hanneshelander I found another useful approach is "Job-To-Be-Done" as introduced by @ulwick and
@claychristensen. Works fine with Agile. #prodmgmttalk -2:40 PM Feb 6th, 2012

ProdMgmtTalk #PRodmgmt has to be part of #Agile development team says @browncompany i.e. in
finance - unit charted w/innovative product dev #prodmgmttalk -2:41 PM Feb 6th, 2012

brainmates @browncompany "The Product Manger needs to be part of the broader Agile
team."#prodmgmttalk -2:41 PM Feb 6th, 2012

ProdMgmtTalk @browncompany says problem w/ #Agile - developed by engineers in reaction but
corporations don't provide right tools for teams #prodmgmttalk -2:42 PM Feb 6th, 2012

brainmates @hanneshelander I also love the @ulwik methodology for describing jobs, needs opportunities.
#prodmgmttalk -2:43 PM Feb 6th, 2012

ProdMgmtTalk MRDs can be 50 pgs documented - never completed always iterating - need doc tools
for #Agile environment (Atlassian...) #prodmgmttalk -2:43 PM Feb 6th, 2012

Beta_Boy #prodmgmttalk easy for Agile teams to lose sight of Customer problem during implementation
and development (Prod Mgr to keep it on point) -2:44 PM Feb 6th, 2012
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ProdMgmtTalk @browncompany says tools may be too sophisticated for non-software development
product teams...#prodmgmttalk -2:44 PM Feb 6th, 2012

ProdMgmtTalk Agencies use 1 page document called "creative brief" suggests implementing brevity to
restrict & force prioritization #prodmgmttalk -2:45 PM Feb 6th, 2012

brainmates RT @Beta_Boy: Easy for Agile teams to lose sight of Cust probl during implementation and dev
(Prod Mgr to keep it on point) #prodmgmttalk -2:45 PM Feb 6th, 2012

ProdMgmtTalk Mgmt must define vision but #Agile must figure out how to create the product to achieve
the vision - hands off mgmt!#prodmgmttalk -2:45 PM Feb 6th, 2012

hanneshelander We need to have tight and Agile working topmgmt-prodmgmt-dev
teams. #prodmgmttalk -2:46 PM Feb 6th, 2012

Beta_Boy #prodmgmttalk Amazon start by writing a press release, listing benefits to the customer, build to
the press releasehttp://t.co/paaw74WA -2:46 PM Feb 6th, 2012

ProdMgmtTalk @browncompany likes "Job To be Done" on single page serves team - someone needs to
know # & details - not dev to start #prodmgmttalk -2:46 PM Feb 6th, 2012

Beta_Boy RT @hanneshelander: We need to have tight and Agile working topmgmt-prodmgmt-dev
teams. #prodmgmttalk -2:47 PM Feb 6th, 2012

ProdMgmtTalk @hanneshelander speaker @browncompany agrees with Job to be Done approach! shades
of grey - but MRDs too complex #prodmgmttalk -2:47 PM Feb 6th, 2012

ProdMgmtTalk Often confusion betw what biz wants (biz problem) vs what customer problem is (customer
problem) says @nickcoster#prodmgmttalk -2:48 PM Feb 6th, 2012

Beta_Boy #prodmgmttalk Market info and strategy should come from marketing, prod mgr work on
solution, Agile team work on delivery IMO -2:48 PM Feb 6th, 2012

ProdMgmtTalk RT @Beta_Boy:Amazon starts by writing a pr listing benefits to the customer, build to the
press releasehttp://t.co/OnPejutk #prodmgmttalk -2:48 PM Feb 6th, 2012

_______________________________________________________________________________________________




brainmates @browncompany "don't restrict the creativity of the agile developers. Clearly state the job to
be done an let go."#prodmgmttalk -2:49 PM Feb 6th, 2012

ProdMgmtTalk Did we already answer: Q5 How do you determine what customers need? #prodmgmttalk -
2:49 PM Feb 6th, 2012

ProdMgmtTalk Q6 What is the most important business skill for the 21st century? #prodmgmttalk -2:49 PM
Feb 6th, 2012

nickcoster RT @Beta_Boy: #prodmgmttalk Amazon start by writing a press release, listing benefits to the
customer, build to the press release http://t.co/paaw74WA -2:49 PM Feb 6th, 2012

Beta_Boy #prodmgmttalk, innovation and creativity still needs to be focused on the customer problem.
Needs to be clear and concise. For team and cust -2:49 PM Feb 6th, 2012

johnnewbury_ Absolutely @Beta_Boy Market info & strategy should come from marketing, prod mgr work
on solution, Agile team work on delivery #prodmgmttalk -2:50 PM Feb 6th, 2012

ProdMgmtTalk Benefits over product features! (but we love developing new features =
fun!) #prodmgmttalk -2:50 PM Feb 6th, 2012

ProdMgmtTalk A startup team's decks have info about market - but once agree on opptnity - then focus on
problem more than market in SV #prodmgmttalk -2:51 PM Feb 6th, 2012

ProdMgmtTalk @browncompany agrees with @Bet_Boy and@johnnewbury_ #prodmgmttalk -2:51 PM Feb
6th, 2012

ProdMgmtTalk Q7 What is the reason Agile is gaining in popularity in large companies? #prodmgmttalk -
2:52 PM Feb 6th, 2012

ProdMgmtTalk @browncompany agrees
with @Beta_Boy and@johnnewbury_ #prodmgmt #prodmgmttalk -2:52 PM Feb 6th, 2012

johnnewbury_ RT @Beta_Boy: Market info and strategy should come from marketing, prod mgr work on
solution, Agile team work on delivery IMO #prodmgmttalk -2:52 PM Feb 6th, 2012

ProdMgmtTalk A7 used to be companies would acquire solution w/traction - but lrge companies trying to
be > #innovation #prodmgmttalk -2:53 PM Feb 6th, 2012
_______________________________________________________________________________________________




Beta_Boy #prodmgmttalk Q7 Speed to market is critical, competition is fierce, Agile can get you across the
line -2:53 PM Feb 6th, 2012

ProdMgmtTalk Its fadish to talk about #Agile - they're serious & its been popular for >3 years - not all
successful implementation#prodmgmttalk -2:53 PM Feb 6th, 2012

nickcoster A6 I believe that the most important business skill is IMAGINATION. It supports the 'Problem side
"of equation.#prodmgmttalk -2:54 PM Feb 6th, 2012

ProdMgmtTalk IF the answer to question - "How to be >competitive?" is "innovation products" Agile
provides that best #prodmgmttalk -2:54 PM Feb 6th, 2012

nickcoster A6 Creativity supports the Solution side of the product.#prodmgmttalk -2:54 PM Feb 6th, 2012

saeedwkhan @ProdMgmtTalk a7 -- Agile is the shiny new (but not really that new) thing and who doesn't
want to be "Agile". :-) #prodmgmttalk -2:55 PM Feb 6th, 2012

johnnewbury_ A7 - Large co's recognise that traditional development approaches under deliver -
using #agile now to improve the strike rates #prodmgmttalk -2:55 PM Feb 6th, 2012

ProdMgmtTalk Once offshore dev in China avail - all mfg went there - no cost savings advantage:
ClayChristenson only cost ldrship & innov #prodmgmttalk -2:55 PM Feb 6th, 2012

hanneshelander A6 - I would like to add EMPATHY as a critical skill. It support truly understanding the
painpoints of the customer or user. #prodmgmttalk -2:55 PM Feb 6th, 2012

ProdMgmtTalk Welcome @saeedwkhan ! #prodmgmttalk -2:55 PM Feb 6th, 2012

saeedwkhan Here here! RT nickcoster: A6 Creativity supports the Solution side of the
product. #prodmgmttalk -2:56 PM Feb 6th, 2012

johnnewbury_ A7 - Traditional prod development approach not delivering shareholder returns fast enough
to be acceptable -#agile = fastrack #prodmgmttalk -2:56 PM Feb 6th, 2012

ProdMgmtTalk Imagination allows you to imagine solving impossible products - then creativity enables
working to solve #prodmgmttalk-2:56 PM Feb 6th, 2012

_______________________________________________________________________________________________




saeedwkhan @prodmgmttalk A7 It's very imp. to differentiate between Agile process & Agile culture.
process w/o culture = fail#prodmgmttalk -2:57 PM Feb 6th, 2012

ProdMgmtTalk Creative experts draw distinction betw imagination & ideas - Seeing big picture, identifying
direction & vision important!#prodmgmttalk -2:57 PM Feb 6th, 2012

saeedwkhan Agreed! RT hanneshelander: A6 - I would like to add EMPATHY as a critical
skill. #prodmgmttalk -2:58 PM Feb 6th, 2012

ProdMgmtTalk Note - coming to end of hour but will continue to answer questions! Q8 Where do you look
for ideas internally?#prodmgmttalk -2:58 PM Feb 6th, 2012

Beta_Boy Q8 always customer services (I love hearing why people are no longer
customers) #prodmgmttalk -2:59 PM Feb 6th, 2012

ProdMgmtTalk @saeedwkhan speaker responding - "having freedom to fail big part of Agile culture"
freedom to experiment necessary#prodmgmttalk -2:59 PM Feb 6th, 2012

brainmates RT @saeedwkhan: A7 Its very imp. to differentiate between Agile process & Agile culture.
process w/o culture = fail (agree) #prodmgmttalk -2:59 PM Feb 6th, 2012

ProdMgmtTalk RT @saeedwkhan: @prodmgmttalk A7 Its very imp. to differentiate betw Agile process &
Agile culture. process w/o culture = fail #prodmgmttalk -2:59 PM Feb 6th, 2012

ProdMgmtTalk Don't know how fast new product will gain traction. More innovative - more risk - must be
able to try #prodmgmttalk-2:59 PM Feb 6th, 2012

ProdMgmtTalk RT @Beta_Boy: Q8 always customer services (I love hearing why people are no longer
customers) #prodmgmttalk -3:00 PM Feb 6th, 2012

saeedwkhan @ProdMgmtTalk A8 - Ideas are rarely found internally. Must look to potential users or market
for problems to be solved#prodmgmttalk -3:00 PM Feb 6th, 2012

ProdMgmtTalk @browncompany A8 ideas all over company incl. customers! #prodmgmttalk -3:00 PM Feb
6th, 2012

brainmates Need a culture where failure = Learning and improvement. This supports an Agile
team. #prodmgmttalk -3:00 PM Feb 6th, 2012
_______________________________________________________________________________________________




ProdMgmtTalk @browncompany walks around lrg companies & hears great ideas never implemented bec.
of corp culture inability to give freedom #prodmgmttalk -3:01 PM Feb 6th, 2012

johnnewbury_ A8 - Suppliers can be a valuable, and often underutilised, source of innovation
ideas. #prodmgmttalk -3:01 PM Feb 6th, 2012

ProdMgmtTalk Often handful of ideas inside companies shld be dev immediately - can get ideas
everywhere says @browncompany Davinci's notes #prodmgmttalk -3:02 PM Feb 6th, 2012

ProdMgmtTalk @browncompany wants engineers to be allowed to be more creative in large
companies... #prodmgmttalk -3:02 PM Feb 6th, 2012

Beta_Boy RT @brainmates: Need a culture where failure = Learning and improvement. This supports an
Agile team. #prodmgmttalk -3:02 PM Feb 6th, 2012

ProdMgmtTalk @browncompany ex. supplier innovation = Toyota worked w/outside suppliers to build car
biz after WWII#prodmgmttalk -3:04 PM Feb 6th, 2012

saeedwkhan @MarketingMel Having iterations and burndown charts are not meaningful if you need 6
months to address a 3 day feature. #prodmgmttalk -3:04 PM Feb 6th, 2012

ProdMgmtTalk Discussing examples of big corps getting ideas from franchisees & suppliers - indeed - it all
comes from customer interaction #prodmgmttalk -3:04 PM Feb 6th, 2012

ProdMgmtTalk Q9 What is the "surprise element" of business models? #prodmgmttalk -3:05 PM Feb 6th,
2012

ProdMgmtTalk A9 Biz models have 2 parts - 1 is financial 2 is story of product...2nd part not thought of
usually. Joan MacGredda...#prodmgmttalk -3:06 PM Feb 6th, 2012

brainmates Thanks everyone. It has been a great chat today and one where there are a lot of great
opportunities to embrace innovation. #prodmgmttalk -3:06 PM Feb 6th, 2012

ProdMgmtTalk Harvard innovation initiative - biz model framework for developing product story always
missing & important - need new disc #prodmgmttalk -3:06 PM Feb 6th, 2012

_______________________________________________________________________________________________




hanneshelander One more important Agile principle before the talk is finished! Constant learning and
improvement of how you do things. #prodmgmttalk -3:07 PM Feb 6th, 2012

ProdMgmtTalk Bottom line - how you talk about a product is as important as the product
itself! #prodmgmttalk -3:07 PM Feb 6th, 2012

ProdMgmtTalk Thanks every1 for your participation! Unedited transcript will be posted
here: http://t.co/AljTZhl3 #prodmgmttalk-3:10 PM Feb 6th, 2012

ProdMgmtTalk Today's winners: @johnnewbury_ @beta_boy @saeedwkhan @hanneshelander
@aipmm of @browncompany signed book! #prodmgmttalk -3:12 PM Feb 6th, 2012

ProdMgmtTalk Thank you to today's sponsor @AIPMM please check out upcoming webinar on ProdBok
http://t.co/jTMSC7e5 #prodmgmt #prodmgmttalk -3:14 PM Feb 6th, 2012

ProdMgmtTalk Thank you @browncompany for speaking! Please come back to discuss in more depth all
points we just touched upon! #prodmgmttalk -3:15 PM Feb 6th, 2012

ProdMgmtTalk Today marks our 2nd year! Converse with us #prodmgmttalk http://t.co/y07kOGpk Follow
Us on BlogTalkRadio http://t.co/rgVn1HbN #prodmgmttalk -3:16 PM Feb 6th, 2012

ProdMgmtTalk Like Us on Facebook http://t.co/ppUFX3Kv Join Us on
LinkedIn http://t.co/2SwZRb9y Speaker Schedule http://t.co/xJ9kLkSb #prodmgmttalk -3:17 PM Feb 6th,
2012

ProdMgmtTalk iTunes http://t.co/j02YmpOL Android App http://t.co/4owvOjDz
Newsletter http://t.co/3bSifQnj Recaps http://t.co/Vpu05U2Z #prodmgmttalk -3:17 PM Feb 6th, 2012

ProdMgmtTalk Congratulations! @johnnewbury_ @beta_boy @saeedwkhan @hanneshelander winners of
book http://t.co/r4NcfewB #prodmgmttalk -3:19 PM Feb 6th, 2012

ProdMgmtTalk RT @hanneshelander: One more important Agile principle: Constant learning and
improvement of how you do things ! #prodmgmttalk -3:21 PM Feb 6th, 2012

ProdMgmtTalk @browncompany shared 10 Proven Strategies of High-Performance Teams [INFOGRAPHIC]
http://t.co/54mGhXj4 #prodmgmt #innochat #prodmgmttalk -3:34 PM Feb 6th, 2012

_______________________________________________________________________________________________




Thank you Ron Brown @browncompany for SPEAKING today! Thank you Nick Coster @brainmates for co-
hosting!

Todays stats: 185 tweets generated 238,690 impressions, reaching an audience of 19,250 followers

Join us next week Feb 13 for Fallacious Product Management w/ Travis Jensen @softwaremaven

Global Product Management TalkTM is a weekly mini-product camp Socratic discussion
of pre-posted questions with live audio of thought leader and co-hosts commenting.

Converse with us #prodmgmttalk http://bit.ly/i4EihK

Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr

Like Us on Facebook http://on.fb.me/lR0RNP

Join Us on LinkedIn http://linkd.in/jRmwRx

Speaker Schedule http://t.co/R3OL7BDj

Listen on iTunes http://bit.ly/silH98

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Blog http://bit.ly/eOFmB6

_______________________________________________________________________________________________



Ron Brown Discusses Marketing Side of Agile Teams

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