SlideShare una empresa de Scribd logo
1 de 64
Descargar para leer sin conexión
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT DOES A PRODUCT
MANAGER DO
(AND NOT DO)?
WORKING PRODUCTS CONFERENCE, HAMBURG 2019
@JOCKBU
JOCK BUSUTTIL
PRODUCT PEOPLE LIMITED
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
ABOUT JOCK
@JOCKBU
Freelance head of product
Writer, speaker, mentor and trainer
Author of The Practitioner’s Guide To Product
Management
amzn.to/2tnHacR
INTERIM PRODUCT MANAGEMENT
MENTORING, COACHING & TRAINING
WWW: productpeo.pl
BLOG: imanageproducts.uk
@jockbu
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
SOME QUESTIONS FOR YOU
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT IS A PRODUCT?
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
To have a great
mortgage rate?
To have affordable
monthly capital
repayments?
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
OR:
To allow people to
save money on rent?
To live closer to work?
To have space to start
a family?
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
A PRODUCT...
... SOLVES
USER PROBLEMS
... ADDRESSES
USER NEEDS
@JOCKBU
... HELPS THE USER TO
ACHIEVE A GOAL
... IS THE MEANS
NOT THE END
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
DIGITAL
PHYSICAL
PERSONAL
SERVICE
WHAT YOU BUILD
COMPLEMENTARY,
NEEDED ELEMENTS
WHOLE PRODUCT
CORE
PRODUCT
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT IS PRODUCT
MANAGEMENT?
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
amzn.to/2lol98D amzn.to/2tnHacR amzn.to/2CsRwdK
The job of the product
manager is to identify the
minimal possible product
that meets the objectives –
valuable, usable and
feasible – while
minimising time to market
and user complexity.
MARTY CAGAN
AUTHOR OF INSPIRED
Photo: Mind The Product
I’ve always defined product
management as the
intersection between
business, technology and
user experience.
MARTIN ERIKSSON
CO-FOUNDER, MIND THE PRODUCT Photo: Mind The Product
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
UX
TECH
BUSINESS
Source: Martin Eriksson / Mind The Product
YOU ARE
HERE
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
Source: Martin Eriksson / Mind The Product
UX
TECH
BUSINESS
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
UX
TECH
BUSINESS
Source: The Practitioner’s Guide To Product Management
LATIN
ANCIENT GREEK
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT DOES A PRODUCT
MANAGER DO?
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
DIVERSE TECHNICAL SKILLS
@JOCKBU
Credit: I Manage Products – How to
measure product manager performance
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
DIVERSE ‘SOFT’ SKILLS
@JOCKBU
Credit: I Manage Products – How to
measure product manager performance
EMPATHY
COMMUNICATION
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
T-SHAPED (OR π-SHAPED) PERSON
@JOCKBU
“My background is in
this area, but I’m
familiar with all
these other things”
GENERALIST
SPECIALIST
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
COLLABORATING WITH A TEAM OF SPECIALISTS
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
USER
NEEDS
BUSINESS
NEEDS
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT DOES A PRODUCT
MANAGER NOT DO?
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not a project manager
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not a programme
manager either
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not ‘just’ a product
owner
(Scrum role)
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not the ‘tweak the
website’ person
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not ‘sales support’
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not chief QA tester
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not ‘tech support’
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not the spreadsheet
wrangler
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Not a replacement for
absent specialists
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHY DO WE NEED PRODUCT
MANAGEMENT?
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
USER NEEDS EVOLVE
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Think about...
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
PRODUCTS THAT ANNOYED YOU
@JOCKBU
Source: GrumpyCats.com
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
PRODUCTS THAT DELIGHTED YOU
@JOCKBU
Source: Warner Brothers Studios
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
Attention to detail
Solving your
problems before you
even know you had
them
Truly understanding
your needs
Treating you like a
human
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
USERS ALWAYS HAVE A CHOICE
@JOCKBU
Source: Warner Bros. Studios
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT MAKES A
GOOD PRODUCT MANAGER?
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
EGO
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Guesses &
assumptions
Solution before
problem
Will lead to
failure (usually)
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Everything is an
experiment
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
Data / user research
shows that:
Users don’t like typing passwords
on their mobile phone
So if we try:
Sending an email with a one-time
login button
And measure:
Time to log in on mobile
User stress levels while logging in
We should see this
change:
>75% reduction in login time
Significant drop in stress levels
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
10%
tech
@JOCKBU
90% people
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Team and
stakeholder needs
are not always
aligned with user
needs
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
A PRODUCT MANAGER ALIGNS THE TEAM
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
NO VISION EVERYONE ALIGNED TO A
SHARED PRODUCT VISION
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
DIVIDED THINKING
@JOCKBU
SHORT TERM LONG TERM
FINE DETAIL BIG PICTURE
CREATIVE ANALYTICAL
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
However
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Product management can
also be challenging
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
Credit: Jock Busuttil
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
Photo: Michelle Bates CC BY-SA 4.0
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
ETHICAL PRODUCT MANAGEMENT
@JOCKBU
Photo credit: Google
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Consider how your
product could be
misused or abused
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Just because you can
create a product
doesn’t mean you
should
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Do no harm
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
RECAP
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
A product manager is at the
centre of UX, the organisation
and technology
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
A product manager is a
generalist who collaborates with
specialists
@JOCKBU
COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
A good product manager
considers the ethics of their
product
@JOCKBU
THANKS!
INTERIM PRODUCT MANAGEMENT,
COACHING AND TRAINING
WWW: productpeo.pl
BLOG: imanageproducts.uk
@jockbu amzn.to/2tnHacR
QUESTIONS?
INTERIM PRODUCT MANAGEMENT,
COACHING AND TRAINING
WWW: productpeo.pl
BLOG: imanageproducts.uk
@jockbu amzn.to/2tnHacR

Más contenido relacionado

Similar a What Does a Product Manager Do (And Not Do)? - Working Products Conference 2019

What is Your Product? Making Large-Scale Product Development Work
What is Your Product? Making Large-Scale Product Development WorkWhat is Your Product? Making Large-Scale Product Development Work
What is Your Product? Making Large-Scale Product Development WorkEBG Consulting, Inc.
 
Mobile apps presentation - Mobile App Development Services
Mobile apps presentation - Mobile App Development ServicesMobile apps presentation - Mobile App Development Services
Mobile apps presentation - Mobile App Development ServicesRosa Aguiar Catraio
 
Tips for Effectively Applying the Product Owner Role
Tips for Effectively Applying the Product Owner RoleTips for Effectively Applying the Product Owner Role
Tips for Effectively Applying the Product Owner RoleRoman Pichler
 
Presentación Loni Stark, Director of Product & Industry Marketing, Adobe
Presentación Loni Stark, Director of Product & Industry Marketing, AdobePresentación Loni Stark, Director of Product & Industry Marketing, Adobe
Presentación Loni Stark, Director of Product & Industry Marketing, AdobeIAB México
 
Stand Out Customer Experience
Stand Out Customer ExperienceStand Out Customer Experience
Stand Out Customer ExperienceAdobe
 
The Product Owner Role
The Product Owner RoleThe Product Owner Role
The Product Owner RoleRoman Pichler
 
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Margot Bloomstein
 
SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013
SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013
SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013Nick Roshon
 
Product Owner and Strategy
Product Owner and StrategyProduct Owner and Strategy
Product Owner and StrategyRoman Pichler
 
Product Strategy Success Factors
Product Strategy Success FactorsProduct Strategy Success Factors
Product Strategy Success FactorsRoman Pichler
 
Successful Employee Engagement through Sharepoint OOTB tools
Successful Employee Engagement through Sharepoint OOTB toolsSuccessful Employee Engagement through Sharepoint OOTB tools
Successful Employee Engagement through Sharepoint OOTB toolsPrageeth Sandakalum
 
Social Media for automotive professionals
Social Media for automotive professionalsSocial Media for automotive professionals
Social Media for automotive professionalsRicardo Oliveira
 
Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...
Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...
Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...DUCTU
 
Prototyping workshop
Prototyping workshopPrototyping workshop
Prototyping workshopAhmed Bilal
 

Similar a What Does a Product Manager Do (And Not Do)? - Working Products Conference 2019 (20)

What is Your Product? Making Large-Scale Product Development Work
What is Your Product? Making Large-Scale Product Development WorkWhat is Your Product? Making Large-Scale Product Development Work
What is Your Product? Making Large-Scale Product Development Work
 
Cómo atraer talento tecnico
Cómo atraer talento tecnicoCómo atraer talento tecnico
Cómo atraer talento tecnico
 
Mobile apps presentation - Mobile App Development Services
Mobile apps presentation - Mobile App Development ServicesMobile apps presentation - Mobile App Development Services
Mobile apps presentation - Mobile App Development Services
 
Developing your business idea
Developing your business ideaDeveloping your business idea
Developing your business idea
 
For developers
For developersFor developers
For developers
 
Tips for Effectively Applying the Product Owner Role
Tips for Effectively Applying the Product Owner RoleTips for Effectively Applying the Product Owner Role
Tips for Effectively Applying the Product Owner Role
 
Presentación Loni Stark, Director of Product & Industry Marketing, Adobe
Presentación Loni Stark, Director of Product & Industry Marketing, AdobePresentación Loni Stark, Director of Product & Industry Marketing, Adobe
Presentación Loni Stark, Director of Product & Industry Marketing, Adobe
 
Stand Out Customer Experience
Stand Out Customer ExperienceStand Out Customer Experience
Stand Out Customer Experience
 
What is our Product?
What is our Product?What is our Product?
What is our Product?
 
The Product Owner Role
The Product Owner RoleThe Product Owner Role
The Product Owner Role
 
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!Content Strategy: Up to the Test!
Content Strategy: Up to the Test!
 
GIBO
GIBOGIBO
GIBO
 
SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013
SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013
SEO: The Good, The Bad, and How to Get More Out of It #BOLO2013
 
Product Owner and Strategy
Product Owner and StrategyProduct Owner and Strategy
Product Owner and Strategy
 
Product Strategy Success Factors
Product Strategy Success FactorsProduct Strategy Success Factors
Product Strategy Success Factors
 
Successful Employee Engagement through Sharepoint OOTB tools
Successful Employee Engagement through Sharepoint OOTB toolsSuccessful Employee Engagement through Sharepoint OOTB tools
Successful Employee Engagement through Sharepoint OOTB tools
 
Social Media for automotive professionals
Social Media for automotive professionalsSocial Media for automotive professionals
Social Media for automotive professionals
 
Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...
Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...
Xp days 2018 - ‘How to make SAP dance’ “Simulation Agility Experience" a cas...
 
BMRA Webinar: Lean Principles for Building Reuse
BMRA Webinar:  Lean Principles for Building ReuseBMRA Webinar:  Lean Principles for Building Reuse
BMRA Webinar: Lean Principles for Building Reuse
 
Prototyping workshop
Prototyping workshopPrototyping workshop
Prototyping workshop
 

Último

HR for Non HR_Learning and Development.
HR for Non HR_Learning  and Development.HR for Non HR_Learning  and Development.
HR for Non HR_Learning and Development.azischin
 
Applying the PDCA Cycle: A Blueprint for Continuous Improvement
Applying the PDCA Cycle: A Blueprint for Continuous ImprovementApplying the PDCA Cycle: A Blueprint for Continuous Improvement
Applying the PDCA Cycle: A Blueprint for Continuous ImprovementCIToolkit
 
Forget Fiverr : Fractional Employment the ins and outs
Forget Fiverr : Fractional Employment the ins and outsForget Fiverr : Fractional Employment the ins and outs
Forget Fiverr : Fractional Employment the ins and outsStephan Koning
 
A3 Thinking: A Structured Approach to Problem Solving
A3 Thinking: A Structured Approach to Problem SolvingA3 Thinking: A Structured Approach to Problem Solving
A3 Thinking: A Structured Approach to Problem SolvingCIToolkit
 
Analyzing and Monitoring Processes through Time Value Mapping
Analyzing and Monitoring Processes through Time Value MappingAnalyzing and Monitoring Processes through Time Value Mapping
Analyzing and Monitoring Processes through Time Value MappingCIToolkit
 
An Important Step Toward Process Improvement
An Important Step Toward Process ImprovementAn Important Step Toward Process Improvement
An Important Step Toward Process ImprovementCIToolkit
 
Test_document_upload_SQL_minimum_fourteen
Test_document_upload_SQL_minimum_fourteenTest_document_upload_SQL_minimum_fourteen
Test_document_upload_SQL_minimum_fourteenolgaz9
 
Value Stream Map: A Visual Approach to Process Optimization
Value Stream Map: A Visual Approach to Process OptimizationValue Stream Map: A Visual Approach to Process Optimization
Value Stream Map: A Visual Approach to Process OptimizationCIToolkit
 
Making Sense of Multiple Ideas with Affinity Diagrams
Making Sense of Multiple Ideas with Affinity DiagramsMaking Sense of Multiple Ideas with Affinity Diagrams
Making Sense of Multiple Ideas with Affinity DiagramsCIToolkit
 
Improving Operations through Observation and Gemba Walks
Improving Operations through Observation and Gemba WalksImproving Operations through Observation and Gemba Walks
Improving Operations through Observation and Gemba WalksCIToolkit
 
ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...
ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...
ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...AgileNetwork
 
Empowering Resilience & Strategic Growth: Insights for Emerging Leaders
Empowering Resilience & Strategic Growth: Insights for Emerging LeadersEmpowering Resilience & Strategic Growth: Insights for Emerging Leaders
Empowering Resilience & Strategic Growth: Insights for Emerging LeadersMahmoud Rabie
 
Performance Management Notes for MBA Students
Performance Management Notes for MBA StudentsPerformance Management Notes for MBA Students
Performance Management Notes for MBA StudentsManickam Gajapathy
 
From Command Line to Reporting Line: The Diary of a First-Time EM
From Command Line to Reporting Line: The Diary of a First-Time EMFrom Command Line to Reporting Line: The Diary of a First-Time EM
From Command Line to Reporting Line: The Diary of a First-Time EMGloria Chow
 
The Role of Fishbone Diagram in Analyzing Cause and Effect
The Role of Fishbone Diagram in Analyzing Cause and EffectThe Role of Fishbone Diagram in Analyzing Cause and Effect
The Role of Fishbone Diagram in Analyzing Cause and EffectCIToolkit
 
What is 5S principles of trainers for training institutions.pdf
What is 5S principles of trainers for training institutions.pdfWhat is 5S principles of trainers for training institutions.pdf
What is 5S principles of trainers for training institutions.pdfBALASUNDARESAN M
 
Tackling Fake Agility w/ Johanna Rothman
Tackling Fake Agility w/ Johanna RothmanTackling Fake Agility w/ Johanna Rothman
Tackling Fake Agility w/ Johanna RothmanStefan Wolpers
 
How the Heck do you Teach Level Design? Educating in the Studio
How the Heck do you Teach Level Design? Educating in the StudioHow the Heck do you Teach Level Design? Educating in the Studio
How the Heck do you Teach Level Design? Educating in the StudioChristopher Totten
 
Organizations in a Future with Generative AI
Organizations in a Future with Generative AIOrganizations in a Future with Generative AI
Organizations in a Future with Generative AIKye Andersson
 

Último (20)

HR for Non HR_Learning and Development.
HR for Non HR_Learning  and Development.HR for Non HR_Learning  and Development.
HR for Non HR_Learning and Development.
 
Applying the PDCA Cycle: A Blueprint for Continuous Improvement
Applying the PDCA Cycle: A Blueprint for Continuous ImprovementApplying the PDCA Cycle: A Blueprint for Continuous Improvement
Applying the PDCA Cycle: A Blueprint for Continuous Improvement
 
Forget Fiverr : Fractional Employment the ins and outs
Forget Fiverr : Fractional Employment the ins and outsForget Fiverr : Fractional Employment the ins and outs
Forget Fiverr : Fractional Employment the ins and outs
 
A3 Thinking: A Structured Approach to Problem Solving
A3 Thinking: A Structured Approach to Problem SolvingA3 Thinking: A Structured Approach to Problem Solving
A3 Thinking: A Structured Approach to Problem Solving
 
Analyzing and Monitoring Processes through Time Value Mapping
Analyzing and Monitoring Processes through Time Value MappingAnalyzing and Monitoring Processes through Time Value Mapping
Analyzing and Monitoring Processes through Time Value Mapping
 
Capacity2 - Briefing and Facilitation training slides
Capacity2 - Briefing and Facilitation training slidesCapacity2 - Briefing and Facilitation training slides
Capacity2 - Briefing and Facilitation training slides
 
An Important Step Toward Process Improvement
An Important Step Toward Process ImprovementAn Important Step Toward Process Improvement
An Important Step Toward Process Improvement
 
Test_document_upload_SQL_minimum_fourteen
Test_document_upload_SQL_minimum_fourteenTest_document_upload_SQL_minimum_fourteen
Test_document_upload_SQL_minimum_fourteen
 
Value Stream Map: A Visual Approach to Process Optimization
Value Stream Map: A Visual Approach to Process OptimizationValue Stream Map: A Visual Approach to Process Optimization
Value Stream Map: A Visual Approach to Process Optimization
 
Making Sense of Multiple Ideas with Affinity Diagrams
Making Sense of Multiple Ideas with Affinity DiagramsMaking Sense of Multiple Ideas with Affinity Diagrams
Making Sense of Multiple Ideas with Affinity Diagrams
 
Improving Operations through Observation and Gemba Walks
Improving Operations through Observation and Gemba WalksImproving Operations through Observation and Gemba Walks
Improving Operations through Observation and Gemba Walks
 
ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...
ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...
ANIn Coimbatore March 2024 | Agile & AI in Project Management by Dhilipkumar ...
 
Empowering Resilience & Strategic Growth: Insights for Emerging Leaders
Empowering Resilience & Strategic Growth: Insights for Emerging LeadersEmpowering Resilience & Strategic Growth: Insights for Emerging Leaders
Empowering Resilience & Strategic Growth: Insights for Emerging Leaders
 
Performance Management Notes for MBA Students
Performance Management Notes for MBA StudentsPerformance Management Notes for MBA Students
Performance Management Notes for MBA Students
 
From Command Line to Reporting Line: The Diary of a First-Time EM
From Command Line to Reporting Line: The Diary of a First-Time EMFrom Command Line to Reporting Line: The Diary of a First-Time EM
From Command Line to Reporting Line: The Diary of a First-Time EM
 
The Role of Fishbone Diagram in Analyzing Cause and Effect
The Role of Fishbone Diagram in Analyzing Cause and EffectThe Role of Fishbone Diagram in Analyzing Cause and Effect
The Role of Fishbone Diagram in Analyzing Cause and Effect
 
What is 5S principles of trainers for training institutions.pdf
What is 5S principles of trainers for training institutions.pdfWhat is 5S principles of trainers for training institutions.pdf
What is 5S principles of trainers for training institutions.pdf
 
Tackling Fake Agility w/ Johanna Rothman
Tackling Fake Agility w/ Johanna RothmanTackling Fake Agility w/ Johanna Rothman
Tackling Fake Agility w/ Johanna Rothman
 
How the Heck do you Teach Level Design? Educating in the Studio
How the Heck do you Teach Level Design? Educating in the StudioHow the Heck do you Teach Level Design? Educating in the Studio
How the Heck do you Teach Level Design? Educating in the Studio
 
Organizations in a Future with Generative AI
Organizations in a Future with Generative AIOrganizations in a Future with Generative AI
Organizations in a Future with Generative AI
 

What Does a Product Manager Do (And Not Do)? - Working Products Conference 2019

  • 1. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT DOES A PRODUCT MANAGER DO (AND NOT DO)? WORKING PRODUCTS CONFERENCE, HAMBURG 2019 @JOCKBU JOCK BUSUTTIL PRODUCT PEOPLE LIMITED
  • 2. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ABOUT JOCK @JOCKBU Freelance head of product Writer, speaker, mentor and trainer Author of The Practitioner’s Guide To Product Management amzn.to/2tnHacR
  • 3. INTERIM PRODUCT MANAGEMENT MENTORING, COACHING & TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu
  • 4. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SOME QUESTIONS FOR YOU @JOCKBU
  • 5. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT IS A PRODUCT? @JOCKBU
  • 6. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
  • 7. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU To have a great mortgage rate? To have affordable monthly capital repayments?
  • 8. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU OR: To allow people to save money on rent? To live closer to work? To have space to start a family?
  • 9. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A PRODUCT... ... SOLVES USER PROBLEMS ... ADDRESSES USER NEEDS @JOCKBU ... HELPS THE USER TO ACHIEVE A GOAL ... IS THE MEANS NOT THE END
  • 10. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU DIGITAL PHYSICAL PERSONAL SERVICE WHAT YOU BUILD COMPLEMENTARY, NEEDED ELEMENTS WHOLE PRODUCT CORE PRODUCT
  • 11. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT IS PRODUCT MANAGEMENT? @JOCKBU
  • 12. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU amzn.to/2lol98D amzn.to/2tnHacR amzn.to/2CsRwdK
  • 13. The job of the product manager is to identify the minimal possible product that meets the objectives – valuable, usable and feasible – while minimising time to market and user complexity. MARTY CAGAN AUTHOR OF INSPIRED Photo: Mind The Product
  • 14. I’ve always defined product management as the intersection between business, technology and user experience. MARTIN ERIKSSON CO-FOUNDER, MIND THE PRODUCT Photo: Mind The Product
  • 15. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU UX TECH BUSINESS Source: Martin Eriksson / Mind The Product YOU ARE HERE
  • 16. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Source: Martin Eriksson / Mind The Product UX TECH BUSINESS
  • 17. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU UX TECH BUSINESS Source: The Practitioner’s Guide To Product Management LATIN ANCIENT GREEK
  • 18. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT DOES A PRODUCT MANAGER DO? @JOCKBU
  • 19. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DIVERSE TECHNICAL SKILLS @JOCKBU Credit: I Manage Products – How to measure product manager performance
  • 20. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DIVERSE ‘SOFT’ SKILLS @JOCKBU Credit: I Manage Products – How to measure product manager performance EMPATHY COMMUNICATION
  • 21. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL T-SHAPED (OR π-SHAPED) PERSON @JOCKBU “My background is in this area, but I’m familiar with all these other things” GENERALIST SPECIALIST
  • 22. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL COLLABORATING WITH A TEAM OF SPECIALISTS @JOCKBU
  • 23. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU USER NEEDS BUSINESS NEEDS
  • 24. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT DOES A PRODUCT MANAGER NOT DO? @JOCKBU
  • 25. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not a project manager @JOCKBU
  • 26. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not a programme manager either @JOCKBU
  • 27. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not ‘just’ a product owner (Scrum role) @JOCKBU
  • 28. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not the ‘tweak the website’ person @JOCKBU
  • 29. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not ‘sales support’ @JOCKBU
  • 30. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not chief QA tester @JOCKBU
  • 31. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not ‘tech support’ @JOCKBU
  • 32. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not the spreadsheet wrangler @JOCKBU
  • 33. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not a replacement for absent specialists @JOCKBU
  • 34. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHY DO WE NEED PRODUCT MANAGEMENT? @JOCKBU
  • 35. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU USER NEEDS EVOLVE
  • 36. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Think about... @JOCKBU
  • 37. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL PRODUCTS THAT ANNOYED YOU @JOCKBU Source: GrumpyCats.com
  • 38. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL PRODUCTS THAT DELIGHTED YOU @JOCKBU Source: Warner Brothers Studios
  • 39. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Attention to detail Solving your problems before you even know you had them Truly understanding your needs Treating you like a human
  • 40. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL USERS ALWAYS HAVE A CHOICE @JOCKBU Source: Warner Bros. Studios
  • 41. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT MAKES A GOOD PRODUCT MANAGER? @JOCKBU
  • 42. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL EGO @JOCKBU
  • 43. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Guesses & assumptions Solution before problem Will lead to failure (usually) @JOCKBU
  • 44. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Everything is an experiment @JOCKBU
  • 45. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Data / user research shows that: Users don’t like typing passwords on their mobile phone So if we try: Sending an email with a one-time login button And measure: Time to log in on mobile User stress levels while logging in We should see this change: >75% reduction in login time Significant drop in stress levels
  • 46. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL 10% tech @JOCKBU 90% people
  • 47. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Team and stakeholder needs are not always aligned with user needs @JOCKBU
  • 48. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A PRODUCT MANAGER ALIGNS THE TEAM @JOCKBU
  • 49. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU NO VISION EVERYONE ALIGNED TO A SHARED PRODUCT VISION
  • 50. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DIVIDED THINKING @JOCKBU SHORT TERM LONG TERM FINE DETAIL BIG PICTURE CREATIVE ANALYTICAL
  • 51. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL However @JOCKBU
  • 52. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Product management can also be challenging @JOCKBU
  • 53. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Credit: Jock Busuttil
  • 54. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Photo: Michelle Bates CC BY-SA 4.0
  • 55. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ETHICAL PRODUCT MANAGEMENT @JOCKBU Photo credit: Google
  • 56. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Consider how your product could be misused or abused @JOCKBU
  • 57. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Just because you can create a product doesn’t mean you should @JOCKBU
  • 58. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Do no harm @JOCKBU
  • 59. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL RECAP @JOCKBU
  • 60. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A product manager is at the centre of UX, the organisation and technology @JOCKBU
  • 61. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A product manager is a generalist who collaborates with specialists @JOCKBU
  • 62. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A good product manager considers the ethics of their product @JOCKBU
  • 63. THANKS! INTERIM PRODUCT MANAGEMENT, COACHING AND TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu amzn.to/2tnHacR
  • 64. QUESTIONS? INTERIM PRODUCT MANAGEMENT, COACHING AND TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu amzn.to/2tnHacR