The Decision Stack

The Decision Stack

A presentation on the decision stack needed in product management - from setting a clear product vision, through strategy, to objectives, and principles. At each step clarity helps you and your team make better decisions, faster.

99dfbdebe3ce383a0faa9957c109294b?s=128

Martin Eriksson

May 22, 2019
Tweet

Transcript

  1. @BFGMARTIN THE DECISION STACK VISION, STRATEGY, OBJECTIVES, & PRINCIPLES

  2. HOW DO WE KNOW WHAT TO BUILD? @BFGMARTIN

  3. HOW DO WE KNOW WHY WE’RE BUILDING THIS? @BFGMARTIN

  4. HOW DO WE KNOW HOW WE’RE BUILDING THIS? @BFGMARTIN

  5. THERE’S A DISCONNECT BETWEEN LONG TERM AND SHORT TERM @BFGMARTIN

  6. THERE’S A DISCONNECT BETWEEN HIGH LEVEL AND DETAIL @BFGMARTIN

  7. GREAT VISION NO EXECUTION @BFGMARTIN

  8. NO VISION GREAT EXECUTION @BFGMARTIN

  9. GREAT VISION ? GREAT EXECUTION @BFGMARTIN

  10. DECISIONS @BFGMARTIN

  11. Decisions from latin: decidere “to cut off" @BFGMARTIN

  12. WHAT SHOULD WE DO? WHY ARE WE DOING IT? HOW

    ARE WE DOING IT? @BFGMARTIN
  13. @BFGMARTIN VISION STRATEGY THE DECISION STACK OBJECTIVES EPICS EPICS OBJECTIVES

    EPICS EPICS NOT DOING THIS NOT DOING THIS NOT DOING THIS NOT DOING THIS NO NO PRINCIPLES
  14. @BFGMARTIN VISION STRATEGY THE DECISION STACK OBJECTIVES EPICS EPICS EPICS

    OBJECTIVES EPICS EPICS EPICS How? How? How? Why? Why? Why? PRINCIPLES How? Why?
  15. VISION STRATEGY OBJECTIVES @BFGMARTIN DECISIONCEPTION VISION STRATEGY OBJECTIVES OBJECTIVES VISION

    STRATEGY OBJECTI E E OBJECTI E E VISION STRATEGY OBJECTI E E OBJECTI E E
  16. WHY @BFGMARTIN

  17. @BFGMARTIN VISION TO BE THE (LEADING/BEST) (PROVIDER/SUPPLIER) OF (CUSTOMER FOCUSED/MARKET

    DRIVEN) (SOLUTIONS/PRODUCTS/SERVICE)
  18. @BFGMARTIN VISION THERE IS NO FILL-IN-THE-BLANK VISION STATEMENT

  19. 75% OF VENTURE BACKED STARTUPS FAIL NUMBER 1 REASON? LACK

    OF FOCUS HARVARD BUSINESS SCHOOL @BFGMARTIN VISION = FOCUS
  20. @BFGMARTIN VISION = MOTIVATION “TO MOTIVATE EMPLOYEES BEYOND BASIC TASKS,

    GIVE THEM AUTONOMY, MASTERY, AND PURPOSE - THE DESIRE TO DO SOMETHING THAT HAS MEANING AND IS IMPORTANT.” DANIEL PINK, THE SURPRISING TRUTH ABOUT WHAT MOTIVATES US
  21. @BFGMARTIN VISION = ALIGNMENT

  22. @BFGMARTIN GOOD VISION ▸ Is customer-centric ▸ Is concise and

    clear ▸ Sets an audacious goal ▸ Avoids detail
  23. @BFGMARTIN BAD VISION ▸ Is company centric ▸ Doesn’t tackle

    challenges ▸ Mistakes goals for strategy ▸ Sets bad strategic objectives
  24. @BFGMARTIN “Our vision is to create a better everyday life

    for many people.” IKEA “Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)” NIKE “A computer on every desk and in every home.” MICROSOFT “To help bring creative projects to life.” KICKSTARTER “A world without poverty.” OXFAM
  25. WHAT @BFGMARTIN

  26. @BFGMARTIN STRATEGY VISION STRATEGY OBJECTIVES OBJECTIVES EPICS EPICS EPICS EPICS

  27. @BFGMARTIN STRATEGY “TACTICS WITHOUT STRATEGY IS THE NOISE BEFORE DEFEAT”

    SUN TZU, THE ART OF WAR
  28. @BFGMARTIN STRATEGY SWOT | Strengths, Weaknesses, Opportunities, Threats SCORE |

    Strengths, Challenges, Options, Responses, and Effectiveness SOAR | Strengths, Opportunities, Aspirations, and Results NOISE | Needs, Opportunities, Improvements, Strengths, and Exceptions
  29. @BFGMARTIN STRATEGY YOUR CURRENT SITUATION THE OUTCOME YOU’RE AIMING FOR

    POSSIBLE ACTIONS + + OPPORTUNITIES TO LEVERAGE +
  30. @BFGMARTIN WHAT IS YOUR SITUATION? CUSTOMERS, MARKET, CONTEXT

  31. @BFGMARTIN WHAT ARE THE CHALLENGES? COMPETITION, CHANGING BEHAVIOUR

  32. @BFGMARTIN WHAT ARE THE OPPORTUNITIES? MARKET, TECHNOLOGIES, TRENDS

  33. @BFGMARTIN WHAT ACTIONS CAN WE TAKE? VALUABLE, USABLE, FEASIBLE

  34. $ @BFGMARTIN VALUABLE FOR CUSTOMERS + YOUR BUSINESS

  35. @BFGMARTIN GOOD STRATEGY ▸ Is based on your current reality

    ▸ Tackles challenges ▸ Outlines the value chain ▸ Includes coherent actions ▸ Emphasizes focus over compromise
  36. @BFGMARTIN BAD STRATEGY ▸ Is full of meaningless fluff ▸

    Doesn’t tackle challenges ▸ Mistakes goals for strategy ▸ Sets bad strategic objectives
  37. @BFGMARTIN A SERIES OF PRODUCT/MARKET FITS GEOGRAPHIES SEGMENTS PERSONAS CHANNELS

    PRODUCT VALUE CHAIN NEW BUSINESS OPPORTUNITIES DE DACH UK EU US
  38. @BFGMARTIN STRATEGY IS ART + SCIENCE STRATEGY IS JUST LIKE

    A SCIENTIFIC HYPOTHESIS - AN INDUCTIVE LEAP THAT MUST BE SUBJECTED TO THE SAME LOGICAL AND EMPIRICAL TESTS BEFORE IT CAN BE VALIDATED
  39. @BFGMARTIN STRATEGY IS ▸ About making tough choices ▸ Providing

    focus for the organisation ▸ Outlining the actions needed to achieve the vision ▸ An exercise in problem-solving
  40. WHAT NEXT @BFGMARTIN

  41. @BFGMARTIN DECLARE INTENT GIVE AUTONOMY ▸ Socialise vision and strategy

    with your organisation and team ▸ Let them work out how they can help achieve it in their areas
  42. COMPANY GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS

    TEAM GOALS TEAM GOALS @BFGMARTIN CONTROL
  43. TEAM A OBJECTIVES INDIVIDUAL OBJECTIVES INDIVIDUAL OBJECTIVES TEAM B OBJECTIVES

    INDIVIDUAL OBJECTIVES INDIVIDUAL OBJECTIVES STRATEGY GAP @BFGMARTIN COMMITMENT VISION GOALS
  44. SCRAP IT @BFGMARTIN Value PARK IT BUILD IT TEST IT

    Risk
  45. @BFGMARTIN OBJECTIVES ▸ Qualitative and Inspirational ▸ Time Bound ▸

    Actionable KEY RESULTS ▸ Quantify the objective ▸ How do we know if we’ve succeeded? ▸ Max 3 metrics
  46. HOW @BFGMARTIN

  47. @BFGMARTIN “IT’S NOT HARD TO MAKE DECISIONS WHEN YOU KNOW

    WHAT YOUR VALUES ARE.” ROY E. DISNEY
  48. @BFGMARTIN PRODUCT PRINCIPLES DESIGN PRINCIPLES VALUES ▸ Framework for decision

    making ▸ Should help all the tiny decisions you and your team have to make every day ▸ Specific, actionable “rules”
  49. @BFGMARTIN “Focus on the user and all else will follow”

    GOOGLE “Conversion trumps profitability optimisation” KLARNA “Job Seekers come first - Recruiters will follow” MONSTER
  50. @BFGMARTIN GOOD PRINCIPLES ▸ Make decisions easy ▸ Describe how

    you want to build your product ▸ Are specific to your company ▸ Are easy to remember ▸ Evolve over time
  51. @BFGMARTIN DECISION MAKING VELOCITY ▸ Principles are there to help

    maximise decision making velocity and reduce minor conflicts
  52. COHERENT @BFGMARTIN

  53. @BFGMARTIN VISION STRATEGY CONNECTING THE DOTS OBJECTIVES EPICS EPICS EPICS

    VISION STRATEGY OBJECTIVES EPICS EPICS EPICS VISION STRATEGY OBJECTIVES EPICS EPICS EPICS CORPORATE VISION PRINCIPLES PRINCIPLES PRINCIPLES
  54. @BFGMARTIN VISION STRATEGY CONNECTING THE DOTS OBJECTIVES EPICS EPICS EPICS

    VISION STRATEGY OBJECTIVES EPICS EPICS EPICS VISION STRATEGY OBJECTIVES EPICS EPICS EPICS CORPORATE VISION to make the world around you universally accessible and useful PRINCIPLES PRINCIPLES PRINCIPLES
  55. @BFGMARTIN VISION STRATEGY CONNECTING THE DOTS OBJECTIVES EPICS EPICS EPICS

    VISION STRATEGY OBJECTIVES EPICS EPICS EPICS VISION STRATEGY OBJECTIVES EPICS EPICS EPICS CORPORATE VISION to make the world’s information universally accessible and useful PRINCIPLES PRINCIPLES PRINCIPLES
  56. @BFGMARTIN VISION STRATEGY CONNECTING THE DOTS OBJECTIVES EPICS EPICS EPICS

    VISION STRATEGY OBJECTIVES EPICS EPICS EPICS VISION STRATEGY OBJECTIVES EPICS EPICS EPICS CORPORATE VISION to create a home that takes care of the people inside it and the world around it PRINCIPLES PRINCIPLES PRINCIPLES
  57. @BFGMARTIN VISION STRATEGY CONNECTING THE DOTS OBJECTIVES EPICS EPICS EPICS

    VISION STRATEGY OBJECTIVES EPICS EPICS EPICS VISION STRATEGY OBJECTIVES EPICS EPICS EPICS CORPORATE VISION to give everyone a voice and to show them the world PRINCIPLES PRINCIPLES PRINCIPLES
  58. @BFGMARTIN VISION STRATEGY CONNECTING THE DOTS OBJECTIVES EPICS EPICS To

    organize the world's information and make it universally accessible and useful Leverage unrivalled store of data to better understand the content and serve the user with fast, accurate results PRINCIPLES Improve crawl rate to capture more data Improve ranking algorithm to better “understand” content Fast Accurate Secret Improve speed of search result computation
  59. WHO @BFGMARTIN

  60. @BFGMARTIN OPEN LEADERSHIP ▸ Strategy = Leadership ▸ You have

    the overview, the insight, and the experience to make the intuitive leaps to good strategy ▸ But everyone owns the outcome, so don’t do it behind closed doors
  61. @BFGMARTIN “IF YOU TELL PEOPLE WHERE TO GO, BUT NOT

    HOW TO GET THERE, YOU’LL BE AMAZED AT THE RESULTS” GEORGE S. PATTON
  62. @BFGMARTIN Detail Leadership Team Vision BALANCE The team is always

    involved At some point leadership gets out of the way
  63. COMMUNICATION @BFGMARTIN

  64. @BFGMARTIN CLARITY= TRANSPARENCY + UNDERSTANDING JOHN MAEDA

  65. @BFGMARTIN ACHIEVE CLARITY ▸ Over-communicate your vision and strategy -

    you can’t repeat it enough ▸ Print it on the walls ▸ Repeat it at every all-hands and progress update meeting
  66. @BFGMARTIN MISSION CLARITY AUFTRAGSKLÄRUNG

  67. CHANGE @BFGMARTIN

  68. @BFGMARTIN CHANGE “WE VALUE RESPONDING TO CHANGE OVER FOLLOWING A

    PLAN” AGILE MANIFESTO
  69. @BFGMARTIN VISION STRATEGY CHANGE OBJECTIVES EPICS EPICS EPICS OBJECTIVES EPICS

    EPICS EPICS Static Constant Flux
  70. @BFGMARTIN CHANGE “STUBBORN ON THE VISION, FLEXIBLE ON THE DETAILS.”

    JEFF BEZOS
  71. Progress Check @BFGMARTIN 2019 2020 2019 Plan Q1 Review Q2

    Review Q3 Review Q4 Review 2019 Results Progress Check Progress Check Progress Check Progress Check Progress Check Progress Check Progress Check Progress Check Progress Check Progress Check Progress Check Build a cadence for learning - are we making progress towards our goals? - what have we learned that might change our strategy? CADENCE OF IMPROVEMENT
  72. @BFGMARTIN GREAT VISION GREAT STRATEGY GREAT EXECUTION NOW WE KNOW

    WHAT TO BUILD, WHY, AND HOW
  73. @BFGMARTIN VISION STRATEGY KEEP ASKING QUESTIONS OBJECTIVES EPICS EPICS EPICS

    OBJECTIVES EPICS EPICS EPICS How? How? How? Why? Why? Why?
  74. THIS IS WHAT WE’RE DOING THIS IS WHY WE DO

    IT THIS IS HOW WE DO IT @BFGMARTIN
  75. FURTHER READING: THANK YOU! @BFGMARTIN