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What's a Product Manager?

What's a Product Manager?

Talk given at Product Lab in Madrid 10-March-2017

C. Todd Lombardo

March 10, 2017
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  1. C. Todd Lombardo :: Chief Design Strategist :: Fresh Tilled Soil :: @iamctodd

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  2. Se vende: Calcetines.
    Tres. Colores differentes.

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  3. ¿Valorado 15M€?

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  4. ¿Qué es un ‘product manager’?

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  5. TECH BIZ
    UX
    estás aquí
    ¿ES POSIBLE? ¿HAY VALOR?
    ¿USUARIOS LO NECESITA?

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  6. ¿Qué gestiona un product manager?

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  7. Solo todo. Nada más.

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  8. All the responsibility.
    No authority.

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  9. Where are we going?

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  10. Crear Una Vision del Product
    GUIDING PRINCIPLES

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  11. McCarthy-Baron Strategic Pyramid

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  12. When: at a time when ___________
    What: [our product] is the only ___________
    How: that _____________
    Who: for ______________
    Where: in ______________
    Why: who ____________
    Source: Janna Bastow

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  13. Example
    At a time when travel is frequent, but travelers plan less…
    Trip Advisor has the only international restaurant recommendation engine…
    that gives immediate recommendations based on location and review…
    for the everyday traveler…
    from countries all over the world…
    who need to save time and energy on finding local eateries.

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  14. Ten Universal Business Objectives
    Product–Market Fit & Differentiation
    • Support core value
    • Create barriers to competition
    Growth: Scaling Grow market share
    • Enter or develop a new market
    • Increase revenue
    • Increase fulfillment capacity
    Profit: Reaping the Value Support
    • Higher pricing
    • Lower costs
    • Increase lifetime value
    • Leverage existing assets

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  15. ¿Cómo priorizar?

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  16. Prioritization is hell.
    Boaz Katz
    CEO, BIZZABO

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  17. Best Prioritization Methods
    The CEO’s gut Not close enough
    Analyst opinions Mostly backward-looking
    Popularity Most customers are small
    Sales requests Change every week
    Services requests Mostly incremental
    Worst
    Credit. Bruce McCarthy

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  18. Feasibility

    (technical)
    Desirability
    (human)
    Viability
    (business)
    Engineering
    Design
    Sales
    Marketing
    Product Managers
    Executives
    Source: IDEO

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  19. Feasibility
    (technical)
    Desirability
    (human)
    Viability
    (business)
    TOTALS
    Restaurant reviews 5 5 5 15
    User expertise rating 3 4 4 11
    Find restaurant by
    cuisine
    2 4 3 9
    Auto-populate search 5 2 2 9
    Order of
    priority
    Example

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  20. P= V/E*C
    P = PRIORITY
    V = VALUE
    E = EFFORT
    C = CONFIDENCE

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  21. Light. Cheap. Fast.
    Pick two.
    Keith Bontrager
    BICYCLE PRODUCT DESIGNER

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  22. ¿Como alinear tu equipo?

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  23. Shuttle Diplomacy

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  24. G.R.O.W.
    ○ Goals—What are they trying to
    accomplish in the next XX months?
    ○ Reality—What’s on their plate now?
    What’s recent?
    ○ Options—What have they thought
    will help them achieve those goals?
    What options have you already
    discussed that need to be
    revisited?
    ○ Way-forward—Which of the options
    help them achieve the goals they
    described earlier in the
    conversation? Which options are at
    the top of their list and why?

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  25. Make a Table

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  26. What do they believe?
    NEED BELIEF ACTION RESULT
    Source: Liminal Thinking: D. Gray

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  27. Title (H1)
    Source: Liminal Thinking: D. Gray

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  28. Who is right?
    vs
    What is right?

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  29. ¿Cómo hace todo?

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  30. DESIGNER SCIENTIST
    EMPATHIC
    MAKER
    FORWARD LOOKING
    RIGOROUS
    EXPERIMENTAL
    HYPOTHESIS DRIVEN

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  31. Hay aqua en el suelo —> Limpiarlo
    Tubo con fugas —> Reemplace el tubo
    Demasiada presión —> Reduzca la presión más baja
    Regulador de presión —> Reemplace el regulador
    Programa de mantenimiento —> Inspeccionar más frecuente
    ¿POR QUÉ?
    ¿POR QUÉ?
    ¿POR QUÉ?
    ¿POR QUÉ?
    ¿Cual es el problema?

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  32. Ni tu mente… creencia!

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  33. Life is too short to build
    something nobody wants.
    Ash Maurya
    AUTHOR, RUNNING LEAN

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  34. ¿Qué es un Design Sprint?

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  35. SCIENTIFIC
    METHOD
    DESIGN
    PROCESS
    AGILE
    PHILOSOPHY design
    sprint

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  36. A design sprint is a flexible time-boxed
    PROBLEM SOLVING framework that increases
    the chances of making something people want

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  37. The Design Sprint
    UNDERSTAND DIVERGE BUILD

    X
    TEST
    CONVERGE

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  38. Answers
    Prototype

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  39. Lean Startup?
    Lean UX?
    Design Sprint?
    WTF?

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  40. LEARN
    BUILD MEASURE
    PRODUCT
    DATA
    IDEAS

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  41. BUILD
    BUILD BUILD
    PRODUCT
    PRODUCT
    PRODUCT
    Credit: Wolf Bruening

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  42. LEARN
    BUILD MEASURE
    PRODUCT
    DATA
    IDEAS
    START HERE?

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  43. It’s a tool. Treat it as such.
    (TOOLBOX)

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  44. }
    }
    }
    DESIGN SPRINT
    INTERVALS
    AGILE DEVELOPMENT
    Understand
    Diverge
    Prototype
    Test
    Converge
    WEEK 1
    Refine
    Build
    Test
    WEEK 2
    Refine
    Build
    Test
    WEEK 3
    Refine
    Build
    Test
    WEEK 4
    Refine
    Build
    Test
    WEEK n

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  45. Why you do this job I don’t know,
    but it does explain all the beer.
    Product Manager’s Spouse
    Credit. Bruce McCarthy

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