About The Speaker Cindy F. Solomon founded the Global Product Management Talk, a top 10 podcast on the BlogTalkRadio business network reaching 20K listeneners weekly, available on iTunes, Stitcher, and other podcast venues. She created the ProdMgmtTalk Android mobile app. Cindy started the Startup Product movement for product excellence with the Startup Product Summit in San Francisco and organizes Startup Product Talk meetups and digital events for product professionals. She is a contributing writer for the SVPMA, 42 Rules of Product Marketing and the forthcoming ProdBOK. Solomon brings more than 15 years of web development, services and software product marketing and management at such companies as Apple, Vadem, NetObjects and startups in Silicon Valley. She's a startup and product management coach and maintains the global map of product camps and twitter archives. Listen at http://www.blogtalkradio.com/prodmgmttalk Follow on Twitter @CindyFSolomon @ProdMgmtTalk @StartupProduct http://startupproduct.com Contact cfsolomon@gmail.com --------------------------------------- AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php

1. © AIPMM 2013
AIPMM Webinar Series
http://www.aipmm.com

2. © AIPMM 2013 http://www.aipmm.com

3. © AIPMM 2013
Founded 1998
Largest Product Management professional group
Provides professional development and certification
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
• Certified Innovation Leader

4. © AIPMM 2013
Today’s Speakers
Moderator:
Hector Del Castillo, PMP, CPM, CPMM
Presenter:
Cindy F. Solomon
Founder, Global Product
Management Talk
@ProdMgmtTalk @startupproduct @cindyfsolomon
http://www.aipmm.com
@AIPMM #prodmgmt

5. © AIPMM 2013 www.aipmm.com
• 12-month AIPMM premium membership
(US$175 value)
• Product Camp Silicon Valley T-Shirt
Participate and Win!
Participate by asking Questions using the
Questions box for the Q&A Session to be
entered into a Raffle to win one of the
following:

6. © AIPMM 2013
FEATURED PRESENTATION
http://www.aipmm.com

7. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
How to Create a Culture
for Product Excellence
At Your Company

8. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
How to Create a Culture
for Product Excellence
Who?
Why?
What?
How?

9. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
• Founder, Global Product Management Talk. Organizer, Startup Product
Talks. Producer, Startup Product Summit.
• Pioneering Socratic format for Twitter Chats to cultivate global knowledge
communities. Instigating Startup Product movement for product excellence
through cross-discipline collaboration and holistic product perspective.
• Contributing writer for the SVPMA, 42 Rules Product Marketing, and
forthcoming ProdBOK
• >15 years of web development, services, and software product marketing
and management at Apple, Vadem, NetObjects and start-ups in Silicon
Valley. www.linkedin.com/in/cfsolomon/
Cindy F. Solomon, CPM, CPMM

10. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
The Global Product Management Talk
• started with a tweet that traveled 7400 miles
• Pioneered Socratic Twitter Chat Format
• Discovered difficult to tweet & discuss complex
issues
• Started recording thought leaders via Skype
• Became top 10 business podcast on BlogTalkRadio
• 2 years, 100 chats, 20,000 listeners/week
• Spawned in-person community >1100 members
• Conference: Startup Product Summit

11. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Archives
http://www.blogtalkradio.com
/prodmgmttalk
Listen on iTunes
http://bit.ly/silH98
Android App
http://bit.ly/tEeWFx
RSS http://bit.ly/IyCnJD
Twitter @ProdMgmtTalk
Sponsor: http://bit.ly/gF0Tt3
Speak: http://bit.ly/f4xAIW
Contact:
info@prodmgmttalk.com

12. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Global Product Management Talk
Archive of tweets from product camps worldwide
http://www.prodmgmttalk.com
http://storify.com/prodmgmttalk

13. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Startup Product Talks
http://www.meetup.com/StartupProductTalks/

14. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT

15. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
http://startupproduct.com

16. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT

17. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
http://startupproduct.com
Startup Product,
a movement for product excellence through
cross-discipline collaboration and holistic
product perspective.

18. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
http://www.meetup.com/startupproduct

19. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Questions
• Who’s here?
• What do YOU want?
• What does it take to create a product
centric focus in your organization?
• How do you raise visibility, respect
and product leadership for increasing
product success?

20. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
1.RECOGNIZE WHO IS IN THE
ROOM (who)
2. ESTABLISH CONTEXT (why)
3. DEFINE TERMS (what)
4. SOLVE PAIN / PROVIDE VALUE
(how)

21. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
PRODUCT
MANAGEMENT
Building a successful product management
organization requires not only developing the
skills of your product managers, but making
sure they know how to work effectively with
the rest of the product team, as a key part of
your company’s overall product development
organization and product development
process, and knowing how to create the type
of products your company requires, and
knowing how to compete successfully in the
markets you play in.
Marty Cagan, SVPG
PRODUCT
MANAGEMENT -
NOUN
BUSINESS
FOUNDATION

22. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Product
Management
Product
Management
- Verb
Product-specific (inbound) responsibilities:
•Product strategy development (high level vision for how the product
drives the business model and competes against competition)
•Requirements and use case gathering and development (both
internal and external customers)
•Requirement prioritization
•Create specification (detailed to address requirements)
•Product life cycle management (including release definitions,
roadmap development, etc.)
•Project management - manage the day-to-day execution of the
product team (QA, development, design, copy, etc.)
Market-specific (outbound) responsibilities:
•Product positioning and marketing messaging
•Competitive monitoring and analysis
•Collateral development explaining product and features
•Training and education of internal and external customers on new
product and features
•Launch campaign development and support - e.g. PR campaigns,
tradeshows, webinars, social media marketing, etc.
General business responsibilities:
P/L management
Organization Function

23. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
The PRODUCT
MANAGEMENT - thing
Department,
Group
Product Manager,
Product Marketing Manager,
Product Owner,
Scrum Master
Agile Project Manager
Program Manager ?
Strategic?
Execution?
Customer driven?
Sales driven?
Technology driven?

24. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
PRODUCT MANAGEMENT
You
job, position, career, profession,
identity Your Personal Value –
what you’re providing and
what you’re getting from
being or doing product
management
PRODUCT MANAGEMENT
Professional People

25. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Solomon says
“Product Managers create context for
the product within the company, within
the development process, with all the
stakeholders and within the industry,
market, channel and end-user
community.”

26. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
• identifying the questions that no one else is
recognizing which need to be asked,
• asking effective questions that impact the
conversation and
• creating the framework to generate the desired,
intended results, i.e. launched products, highly
functioning teams, satisfied customers, increased
revenue streams, lean organizations, net profit.
Being a great product manager and
product marketing leader requires:

27. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
1.RECOGNIZE WHO IS IN THE
ROOM (who)
2. ESTABLISH CONTEXT (why)
3. DEFINE TERMS (what)
4. SOLVE PAIN / PROVIDE VALUE
(how)

28. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
How Do You
Define Culture?

29. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
http://bit.ly/113MZVV
HubSpot Culture Code:
152 Slides
CultureCode.com
Creating A Company We Love, Dharmesh Shah

30. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
http://bit.ly/113MZVV
HubSpot Culture Code
CultureCode.com
Here are some of the highlights from the HubSpot Culture Code:
1) Culture is to recruiting as product is to marketing.
2) Whether you like it or not, you're going to have a culture. Why not make it one
you love?
3) Solve For The Customer -- not just their happiness, but also their success.
4) Power is now gained by sharing knowledge, not hoarding it.
5) "Sunlight is the best disinfectant."
6) You shouldn't penalize the many for the mistakes of the few.
7) Results should matter more than when or where they are produced.
8) Influence should be independent of hierarchy.
9) Great people want direction on where they're going -- not directions on how to
get there.
10) "Better a diamond with a flaw than a pebble without."
11) We'd rather be failing frequently than never trying.

31. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
How Do You
Define Product
Excellence?

32. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
"Above all else, align with customers.
Win when they win. Win only when
they win.“
—Jeff Bezos, 2012

33. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Product Excellence Depends
on where you’re touching

34. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
1.Business, organization view
2.Product Management functional view
3.Personal (team member) view
How You Define Product Excellence
Depends on Where You’re Looking

35. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
What Makes A Product Great
Depends…

36. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
• On who you’re asking
• On where you’re looking
• On what you’re touching
• On where it is in the Product
Lifecycle
• On who’s using it, etc.

37. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
How Do You Define Product
Excellence?

38. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
The Invisible Computer
Donald Norman mapped
lifecycle of products
why good products can fail…

39. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
lifecycle of products
“In its early days, a technology cannot meet all the needs of its
customers.
Early adopters need the technology and they are willing to suffer
inconvenience to get it.
With time, the technology matures, offering better performance
and higher reliability.
When the technology exceeds the basic needs of most of its
customers, there is a major change in customer behavior.
Emotional reaction, pride of ownership, and pleasurability all can
become major selling points.”
The Invisible Computer Donald Norman

40. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT

41. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
http://www.lukew.com/ff/entry.asp?618

42. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Product Excellence is
measured differently in Each
Stage

43. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Stage 1
Pure function is all that
matters: If the one thing it
does is the only option
available, people will be
happy with it.

44. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Stage 2 Feature Wars
The number of features matters because
frequently the buyer doesn't understand
what each feature actually means.
Later in this phase, specific features do
make a difference as people are looking
for certain features to make their
purchase decisions.

45. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Stage 3 Experience Wars
The experience and total cost of
ownership matters most. Products
with fewer -but better- features will
trump the more feature-laden
winners of Stage 2.

46. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
The actual item becomes absorbed
into a larger product mix.
Individual features of the technology
no longer matter,
but become a price/performance
issue for the integrator.
Stage 4 Commodities

47. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
There is a lifecycle that every
product, startup, idea and project
passes through to be realized that
parallels the “creative process”

48. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Focusing on where the product is in
its lifecycle enables a conversation
that brings us all together on what
will serve the product most to arrive
at product/market fit, sustain growth
and generate revenue streams.

49. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Identify Where The Product
Is in the lifecycle
AIPMM Product Management Lifecycle Framework

50. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Become Expert At Speaking “Product”
DELIVER RESULTS ACROSS ALL PHASES
AIPMM Product Management Lifecycle Framework

51. 
Innovation
www.ProductInnovationEducators.com
CERTIFIED INNOVATION LEADER
• Managed Front End
– Innovation Strategic Alignment
– Ideation Management
– Business Case Development
• New Product Development
– Knowledge Creation
– Project Planning
– Innovation Development
– Innovation Qualification
– Product Launch
• http://bit.ly/JWE6bQ

52. 
Innovation
www.ProductInnovationEducators.com
Innovation Big Picture
SILA
Project
Identification
1.
Conceive
2.
Plan
3.
Develop
4.
Qualify
5.
Launch
Managed
Front
End
Innovation
Business
Case
Development
New
Product
Development
(AIPMM)

53. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
ProdBOK
ProdBOK is the Product
Management and
Marketing Body of
Knowledge , an industry-
wide effort to standardize
the practice of product
management sponsored
by the Association of
International Product
Management and
Marketing (AIPMM)
http://bit.ly/ZPbdH6

54. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
How Do You Drive Alignment
of Product perspective
across all functions?

55. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT

56. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Listen: http://bit.ly/JX15Oq
Attributes of High Performing
Product Teams

57. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Ask Questions, Listen &
Learn Their Language

58. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Listen
• What are their concerns, issues, focus?
• What motivates them?
• How do they define and measure product success?
• What do they need to guarantee success of the product?
• What can you provide them that forwards their success?

59. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Ask Questions, Listen &
Learn Their Language
Translate the Road Map
For Various Audiences

60. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Practice The Art Of Product Management
LISTEN: http://bit.ly/14a95K4

61. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Gain Respect of Developers
LISTEN: http://bit.ly/T2hEOy

62. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Understand What Sales Needs
LISTEN: http://bit.ly/RDnbtF

63. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Put Humans First
LISTEN: http://bit.ly/17a6dNl

64. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Embrace UX
LISTEN: http://bit.ly/NNHc2V

65. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Become A Better Leader
Dave Kerpen is the New York
Times bestselling author of two
books, Likeable Social
Media and Likeable Business.
http://bit.ly/ZqO6va

66. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
http://excellencenow.com/part-4/

67. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Cindy F. Solomon
510-499-6955
cfsolomon@gmail.com
LinkedIn! www.linkedin.com/in/cfsolomon
Twitter and skype @cindyfsolomon
Join the Startup Product movement for product excellence!
@startupproduct #startupproduct
http://startupproduct.com
http://www.meetup.com/StartupProductTalks/
http://www.meetup.com/StartupProduct/
Founder, Global Product Management Talk
http://www.blogtalkradio.com/prodmgmttalk
Broadcast discussion of vital issues affecting professionals passionate about
products, business process, product management, startups, marketing,
innovation and excellence.
@prodmgmttalk #prodmgmttalk
Be showcased on the show! http://bit.ly/f4xAIW

68. © Cindy F. Solomon
cfsolomon@gmail.com
@STARTUPPRODUCT
# STARTUPPRODUCT
Thank you!
Join me weekly on Global Product Management Talk
And on Twitter:
@cindyfsolomon
@prodmgmttalk
@startupproduct
@productcampsf October 12, 2013
Please connect with me on linkedin!
www.linkedin.com/in/cfsolomon/

69. © AIPMM 2013 www.aipmm.com
Upcoming Courses
Course & Location Dates Days Time
ACPM® Certification Prep Course & Exam
McLean, VA May 13, 2013 M 8:30 am – 5 pm
CPM® Certification Prep Course & Exam
McLean, VA May 14-15, 2013 T, W 8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
McLean, VA May 16-17, 2013 Th, F 8:30 am – 5 pm
Register for these courses here: http://bit.ly/Y9val2.
Additional courses are available in Austin, San Jose, and Seattle.

70. © AIPMM 2013 www.aipmm.com
Upcoming Courses
Course & Location Dates Time
CPM® Certification Prep Course & Exam
Amman, Jordan
Singapore
May 6-7, 2013
May 27-29, 2013
8 am – 5 pm
8 am – 5 pm
CPMM® Certification Prep Course & Exam
Amman, Jordan
Singapore
May 8-9, 2013
May 30-Jun 1, 2013
8 am – 5 pm
8 am – 5 pm
Follow the links provided to get more information regarding these courses.

71. © AIPMM 2013 www.aipmm.com
For More Information About
• AIPMM membership benefits
• Certification courses in your area
• How to prepare to take a certification exam
• Defining the right product strategy &
innovation strategy to grow your business
Hector Del Castillo, PMP, CPM, CPMM
Transforming products to wealtht for technology-based organizations.TM
Product Marketing Director
hmdelcastillo [at] aipmm.com

72. © AIPMM 2013
Please Join Us Again!
AIPMM Webinar Series: Friday April 12
USING VALUE-BASED INNOVATION FOR NEW PRODUCT INTRODUCTIONS
http://aipmm.com/aipmm_webinars/
Global Product Management Talk: Monday April 15
How to Do Product Marketing Without Marketing Your Product with
Dennis Shiao, Director of Product Marketing at INXPO
http://www.blogtalkradio.com/prodmgmttalk
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