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Designing Great Products: The Power
of Design and Leadership
by Chief Designer at Beats, by Dre
productschool.com
Level Up Your Team’s
Product Management Skills
Product Manager
Certification™
Product Leader
Certification™
Companies We Train
Product Marketing Manager
Certification™
Team Training
Level Up Your Team’s
Product Management Skills
productschool.com
Resources
Free Product Management Resources
Events Courses Podcasts
Newsletters Communities eBooks and
Reports
productschool.com/resources
MAKING GREAT STUFF
WHAT’S
WHAT’S WORTH
WHAT’S WORTH DESIGNING
WHAT’S WORTH DESIGNING IN THE
WHAT’S WORTH DESIGNING IN THE FIRST
WHAT’S WORTH DESIGNING IN THE FIRST PLACE?
WHAT TAKES DESIGN FROM GOOD TO GREAT?
Objectives
GOOD (DOES THE JOB WELL)
Usable
Useful
Desirable
Attractive
Functional
Competitive
Manufacturable
Attainable
Opportunity
Talent
Tools
Process
Experience, etc
GREAT (MOVES THE NEEDLE)
Inspiring
Empowering
Transformative
Challenges norms
Culturally relevant
A portal to something
bigger
Socially positive
Creates high value
World View
Empathy
Clarity in Vision
Commitment
Tenacity
Fluid intelligence
IT IS ALMOST ALWAYS ABOUT LEADERSHIP
Ammunition Confidential
Objectives
3 THINGS
Ammunition Confidential
Objectives
3 THINGS
GREAT LEADERS KNOW
TECHNOLOGYENABLES
BUTDESIGNESTABLISHES
HAVING AMAZING TECHNOLOGY DOES NOT MATTER
IF NOBODY GETS IT, NEEDS IT, OR WANTS IT.
JACK DORSEY
Ammunition Confidential
Objectives
IT’S NOT ABOUT WHAT ENABLES IT.
IT’S ABOUT HOW IT’S ACCESSED
AND UNDERSTOOD, AND THE VALUE AND
BENEFIT IT CAN PROVIDE.
CRAFTMANSHIP
MATTERS
YOU SHOULD CARE ABOUT THE QUALITY
OF EVERYTHING YOU DO
SAHAND DILMAGHANI
Ammunition Confidential
Objectives
BUILDING GREAT PRODUCTS REQUIRES AN
ALMOST MANIACAL COMMITMENT TO
QUALITY AND EXCELLENCE.
THE LOVE AND CARE OF THE CREATOR
SHOULD BE APPARENT.
IT’S THE IDEA
NOT THE OBJECT
MOST SUCCESSFUL PRODUCTS ARE
BASED ON AN IDEA, NOT JUST THEIR
FORM AND FUNCTION.
JIMMY IOVINE
DR. DRE
1. DRE: PEOPLE ARE NOT HEARING MY MUSIC
1. DRE: PEOPLE ARE NOT HEARING MY MUSIC
2. HEADPHONES ARE WORN ON THE BODY
AND SHOULD BE DESIGNED AS SUCH
1. DRE: PEOPLE ARE NOT HEARING MY MUSIC
2. HEADPHONES ARE WORN ON THE BODY
AND SHOULD BE DESIGNED AS SUCH
3. MAKE THE HEADPHONE THE STAR
Ammunition Confidential
Objectives
CULTURE IS WHERE ART AND COMMERCE MEET
Ammunition Confidential
Objectives
IT’S THE IDEA!
WHAT IS THE CORE IDEA? HOW WILL IT CHANGE
THINGS?
WHAT IT IS THAT YOU ARE REALLY DELIVERING?
HOW DOES IT FIT INTO CULTURE? AND WHAT
ABOUT IT MATTERS?
WHAT’S WORTH DESIGNING IN THE FIRST PLACE?
SOMETHING GREAT, OF COURSE
ACHIEVING GREATNESS:
KNOW YOUR MISSION AND THE NON-NEGOTIABLE BOUNDARIES
UNDERSTAND YOUR AUDIENCE AND BUILD A RELATIONSHIP
CREATE A TEAM CULTURE THAT EMBRACES CHALLENGE
BUILD CULTURAL AWARENESS OF WHAT YOU ARE REALLY DELIVERING
BE DESIGN RELIGIOUS THROUGH COMMITMENT AND RELENTLESSNESS
MANAGE COMPROMISE AND FIGHT THE DEATH OF 1000 CUTS
ENJOY THE RIDE AND REMEMBER: IT’S A PRIVILEGE TO BE DOING THIS
THANK YOU!
@robertdbrunner @ammunitiongroup
Part-time Product Management
Training Courses
and Team Training
productschool.com

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