Sharing stories from three different products, three different companies and three different points on the product life cycle curve, product management experiences and the lessons learned are discussed.
3. A Recurring Challenge
Features or functionality launched without
gathering sufficient customer or market
information
Customer needs may or may not be met
Individual Customers and their singular needs
Non-customer facing groups drive the process
8. Lessons Learned
A Recurring Challenge
Rather than an inward (company) focus, the
focus should be external (customer/market)
Input from all stakeholders in decisions
concerning product strategy
Utilize a variety of methods to gain insight into
the needs of your customers (or the market)
12. Betting The Farm
New
Product
• Growth…..then a change in focus
• Acquisition of a competitor
• Product overlap, integration and redirection
• Promotional campaigns trump product harmonization
13. Lessons Learned
Betting The Farm
A pilot program: small sample of customers
with a minimum viable product (MVP), will
enable a team to be agile
Understand to be understood in order to gain
credibility
Launching promotional activities without fully
addressing product issues is a recipe for
absolute disaster
15. Fist of Two
Closed fist: I will block the idea/approach from moving forward.
One finger: I have major concerns, we shouldn’t move forward.
Two fingers: I have some reservations to discuss.
Three fingers: I can support this action.
Four fingers: I will work to implement it.
Five fingers: I support and can champion or lead this effort.
17. Fist of Two
Director
Vice Presidents
Sponsorship
Product
Manager
15 Unique, SelfContained Projects
• Create a core team, sub-teams
• Identify problem areas
• Address several of the issues, however….
• Several ‘showstopping’ issues prevented the re-launch
18. Lessons Learned
Fist of Two
Real commitment from team members, and/or
leadership, ensures success
For enterprise wide solutions where there’s a
strong sales component, the commission
structure is key to driving product placement
If no one owns ultimate accountability, no one
takes responsibility
19. Lessons Learned - Recap
External focus: the customer and the market
Gather input from all stakeholders
Utilize a variety of methods to gain customer insight
Consider launching a MVP/pilot program
Gain credibility through knowledge
Address product issues before heavy promotion
Obtain a real commitment from the team
Sales commission can drive product placement
Accountability: One throat to choke