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/

1. Steve Johnson
Under10 Consulting
steve@under10consulting.com
@sjohnson717
Is agile breaking
product management?

3. With today’s methods,
we can build the wrong
product faster than
ever.
© 2015 Under10 Consulting

5. You need a formal process
Agile methods are not product
management methodologies
Strategic product management
is about the future

6. “ The biggest waste of all in
product development is
building something that
absolutely no one wants.
Eric Ries
Business of Software, 2010

8. http://www.flickr.com/photos/andyde/4762081047/

9. “My father walked
away from home
and we can’t find
him.”

10. So, we’re in
complete
agreement?

12. ?

13. ?

15. “ 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

16. DESIGN & DELIVER REFINEDEFINE
© 2015 Under10 Consulting
?

17. DESIGN & DELIVER REFINEDEFINE
BEFORE: FOCUS ON PRODUCT
© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services

18. DESIGN & DELIVER REFINEDEFINE
NOW: EXTEND YOUR VIEW
© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services

19. DESIGN & DELIVER REFINEDEFINE
© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services

20. “ 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

21. 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

22. 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

23. “ 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

29. © 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

30. ??Has agile broken
product management?
30

31. DESIGN & DELIVER REFINEDEFINE
© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services

32. 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