IT DEPENDS
DISCLAIMER: THE ANSWER TO EVERYTHING IS
@iamctodd
Slide 4
Slide 4 text
A QUIZ:
ROADMAP?
OR NOT?
Slide 5
Slide 5 text
No content
Slide 6
Slide 6 text
No content
Slide 7
Slide 7 text
No content
Slide 8
Slide 8 text
No content
Slide 9
Slide 9 text
No content
Slide 10
Slide 10 text
BLINDED CLIENT WORK
Slide 11
Slide 11 text
BLINDED CLIENT WORK
Slide 12
Slide 12 text
BUFFER.COM
Slide 13
Slide 13 text
BUFFER.COM
Slide 14
Slide 14 text
No content
Slide 15
Slide 15 text
ATLASSIAN
Slide 16
Slide 16 text
ATLASSIAN
Slide 17
Slide 17 text
Figure 1-1. Product roadmaps can take many forms, and aren’t necessarily a single artifact or document. In fact, it’s
really not about creating artifacts at all—it’s about creating a shared understanding of where you’re going and why.
Kanban board Slide deck Spreadsheet Other
THEY TAKE MANY FORMS
Slide 18
Slide 18 text
HOW-TO
ROADMAP
IN 30 SECONDS
Slide 19
Slide 19 text
1. GATHER
INPUTS
@iamctodd
Slide 20
Slide 20 text
1. GATHER
INPUTS
2. ORGANIZE &
PRIORITIZE
THEMES
@iamctodd
Slide 21
Slide 21 text
NOW NEXT FUTURE
1. GATHER
INPUTS
2. ORGANIZE &
PRIORITIZE
3. PLACE INTO TIMEFRAMES
ON YOUR ROADMAP
THEMES
@iamctodd
Slide 22
Slide 22 text
NOW NEXT FUTURE
1. GATHER
INPUTS
2. ORGANIZE &
PRIORITIZE
3. PLACE INTO TIMEFRAMES
ON YOUR ROADMAP
4. MAP TO SPRINT
OR / RELEASE PLAN
THEMES
@iamctodd
Slide 23
Slide 23 text
IF IT’S THAT EASY
THEN WHY AM I SO…
Slide 24
Slide 24 text
No content
Slide 25
Slide 25 text
No content
Slide 26
Slide 26 text
No content
Slide 27
Slide 27 text
EITHER I’M GOING TO
DISAPPOINT YOU BY GIVING
YOU EXACTLY WHAT WE
THOUGHT SIX MONTHS
AHEAD OF TIME WAS THE
BEST SOLUTION WHEN
IT’S NOT, OR BY CHANGING
COURSE AND HAVING
LIED TO YOU.
— David Cancel, CEO, Drift
“
Slide 28
Slide 28 text
No content
Slide 29
Slide 29 text
No content
Slide 30
Slide 30 text
ZOMG, THINGS WILL CHANGE!?
Slide 31
Slide 31 text
HOW TO DEAL WITH SHORT TERM-itis
Slide 32
Slide 32 text
HOW TO CONVINCE STAKEHOLDERS
Slide 33
Slide 33 text
HOW TO TAILOR FOR DIFFERENT AUDIENCES
Slide 34
Slide 34 text
FOR INNOVATION AND STARTUPS… IS IT NECESSARY?
Slide 35
Slide 35 text
WHAT *IS* A
ROADMAP?
Slide 36
Slide 36 text
NOT A RELEASE
PLAN OR A
PROJECT PLAN
A ROADMAP IS…
@iamctodd
Slide 37
Slide 37 text
A STRATEGIC
COMMUNICATION
TOOL
A ROADMAP IS…
@iamctodd
Slide 38
Slide 38 text
A PRODUCT ROADMAP IS
A PROTOTYPE OF YOUR
PRODUCT STRATEGY.
Janna Bastow, CEO ProdPad
WHAT SHE SAID
Slide 39
Slide 39 text
A STATEMENT OF
INTENT AND
DIRECTION
A ROADMAP IS…
@iamctodd
Slide 40
Slide 40 text
No content
Slide 41
Slide 41 text
NOT A LIST
OF FEATURES
WITH DATES
A ROADMAP IS…
@iamctodd
Slide 42
Slide 42 text
Source: wodify.com/roadmap
Slide 43
Slide 43 text
Source: wodify.com/roadmap
Slide 44
Slide 44 text
Source: wodify.com/roadmap
Slide 45
Slide 45 text
Source: wodify.com/roadmap
Slide 46
Slide 46 text
Source: wodify.com/roadmap
Slide 47
Slide 47 text
FEATURES ON A
ROADMAP ARE
OK. SOMETIMES.
HOWEVER…
@iamctodd
Slide 48
Slide 48 text
WHHAAAAAAT!?
Slide 49
Slide 49 text
LEVEL OF MATURITY A ROADMAP LOOKS LIKE
LOW: JUST STARTING FEATURES, MAYBE DATES
MEDIUM: AT THIS A WHILE FEATURES, BROAD TIMESCALES
HIGH: WE’RE EXPERTS THEMES, BROAD TIMESCALES
Slide 50
Slide 50 text
WHAT MAKES
UP A ROADMAP?
Slide 51
Slide 51 text
FIVE PRIMARY
COMPONENTS
Slide 52
Slide 52 text
PRODUCT VISION
BUSINESS OBJECTIVES
TIMEFRAMES
THEMES
DISCLAIMER
@iamctodd
Slide 53
Slide 53 text
vempathy.com
Slide 54
Slide 54 text
vempathy.com
Slide 55
Slide 55 text
vempathy.com
Slide 56
Slide 56 text
BLINDED CLIENT WORK
TIMEFRAMES
Slide 57
Slide 57 text
MANAGES
OUTCOMES
MANAGES
OUTPUTS
Slide 58
Slide 58 text
No content
Slide 59
Slide 59 text
WE REMOVE
FEATURES
AND DATES!?
WAITAMINUTE. WHAT HAPPENS WHEN…
@iamctodd
Slide 60
Slide 60 text
@iamctodd
Slide 61
Slide 61 text
WTF ARE THEMES?!?
@iamctodd
Slide 62
Slide 62 text
WTF ARE THEMES?!?
PROBLEM +
@iamctodd
Slide 63
Slide 63 text
WTF ARE THEMES?!?
PROBLEM +
USER OUTCOME +
@iamctodd
Slide 64
Slide 64 text
WTF ARE THEMES?!?
PROBLEM +
USER OUTCOME +
BIZ OUTCOME +
@iamctodd
Slide 65
Slide 65 text
WTF ARE THEMES?!?
PROBLEM +
USER OUTCOME +
BIZ OUTCOME +
OUTPUT
@iamctodd
Slide 66
Slide 66 text
No content
Slide 67
Slide 67 text
THE
PROBLEM
Majority support
tickets are for
billing & invoicing
issues
Slide 68
Slide 68 text
THE
PROBLEM
Majority support
tickets are for
billing & invoicing
issues
Less customer
issues with
billing
USER
OUTCOME
Slide 69
Slide 69 text
THE
PROBLEM
Majority support
tickets are for
billing & invoicing
issues
Less customer
issues with
billing
USER
OUTCOME
BIZ
OBJECTIVE
Reduce support
tickets related to
billing
Slide 70
Slide 70 text
THE
PROBLEM
Majority support
tickets are for
billing & invoicing
issues
POSSIBLE
OUTPUTS
Shared payments
Recurring Invoices
Membership
payments
Less customer
issues with
billing
USER
OUTCOME
BIZ
OBJECTIVE
Reduce support
tickets related to
billing
Slide 71
Slide 71 text
THE
PROBLEM
Majority support
tickets are for
billing & invoicing
issues
POSSIBLE
OUTPUTS
Shared payments
Recurring Invoices
Membership
payments
Less customer
issues with
billing
USER
OUTCOME
BIZ
OBJECTIVE
Reduce support
tickets related to
billing
Improve Invoicing Options or Expand Payment Types
THEMES
Slide 72
Slide 72 text
WE ACCEPT THAT WE DON’T
KNOW WHICH SPECIFIC FEATURES
WE’RE GOING TO BUILD, AND WE
GIVE THE TEAMS THE FREEDOM.
[ TO FIGURE IT OUT ]
Elli Rego, Product Manager @ Wodify
WHAT SHE SAID
Slide 73
Slide 73 text
WAIT.
WHAT ARE WE
GOING TO BUILD?!
Slide 74
Slide 74 text
DELIVERY
≠
DISCOVERY
BUILD THE RIGHT THING BUILD THE THING RIGHT
Slide 75
Slide 75 text
WE SHIP THE
WRONG THINGS
@iamctodd
Slide 76
Slide 76 text
Always
7%
Often
13%
Sometimes
16%
Rarely
19%
Never
45%
STANDISH GROUP
ALMOST
HALF OF
WHAT WE
SHIP IS
NEVER USED
Slide 77
Slide 77 text
BUT.. LEAN STARTUP!?
Slide 78
Slide 78 text
LEARN
BUILD MEASURE
PRODUCT
DATA
IDEAS
Slide 79
Slide 79 text
BUILD
BUILD BUILD
PRODUCT
PRODUCT
PRODUCT
THANKS: W. BRÜNING
Slide 80
Slide 80 text
THIS ASSUMES
YOU KNOW WHAT
PRODUCT TO BUILD
Slide 81
Slide 81 text
OUTPUTS
OUTCOMES
IMPACT
I DON’T THINK YOU MEAN WHAT YOU THINK IT MEANS…
@iamctodd
Slide 82
Slide 82 text
YOU’LL SHIFT FROM THE
STANDARD APPROACH OF ‘LOOK
AT US AND WHAT WE CAN DO’ TO
‘WE UNDERSTAND WHAT YOU’RE
DEALING WITH AND WE CAN
HELP YOU.’ ROADMAPS WILL BE
YOUR COMPANY’S COMPETITIVE
STRATEGIC ADVANTAGE.
Jared Spool
CEO of UIE
“
Slide 83
Slide 83 text
UNIVERSAL BUSINESS OBJECTIVES
THREE DRIVERS AND TEN OBJECTIVES
GROWTH
Improve recurring revenue
Grow market share
Fulfill more demand
Develop new markets
PROFIT
Support higher prices
Improve lifetime value
Leverage assets
Lower costs
VALUE
Support core value
Barriers to competition
Slide 84
Slide 84 text
THINK IN
PROBLEMS NOT
SOLUTIONS
Slide 85
Slide 85 text
No content
Slide 86
Slide 86 text
THE FLOOR IS WET
Slide 87
Slide 87 text
THE FLOOR IS WET
I NEED A MOP
Slide 88
Slide 88 text
THE FLOOR IS WET
I NEED A MOP
KEEP THE FLOOR DRY
OBJECTIVE
PROBLEM
NEED
Slide 89
Slide 89 text
PROBLEM SOLUTION
THANKS: W. BRÜNING!
AKA — FEATURES!
Slide 90
Slide 90 text
PROBLEM SOLUTION
Water on the floor Mop it up
THANKS: W. BRÜNING!
AKA — FEATURES!
Slide 91
Slide 91 text
PROBLEM SOLUTION
Water on the floor Mop it up
WHY? Leaky pipe Fix the pipe
THANKS: W. BRÜNING!
AKA — FEATURES!
Slide 92
Slide 92 text
PROBLEM SOLUTION
Water on the floor Mop it up
WHY? Leaky pipe Fix the pipe
WHY? Too much pressure Lower pressure
THANKS: W. BRÜNING!
AKA — FEATURES!
Slide 93
Slide 93 text
PROBLEM SOLUTION
Water on the floor Mop it up
WHY? Leaky pipe Fix the pipe
WHY? Too much pressure Lower pressure
WHY? Pressure regulator Replace regulator
THANKS: W. BRÜNING!
AKA — FEATURES!
Slide 94
Slide 94 text
PROBLEM SOLUTION
Water on the floor Mop it up
WHY? Leaky pipe Fix the pipe
WHY? Too much pressure Lower pressure
WHY? Pressure regulator Replace regulator
WHY? Maintenance schedule More frequent inspection
THANKS: W. BRÜNING!
AKA — FEATURES!
Slide 95
Slide 95 text
STRATEGIC
HIERARCHY
Slide 96
Slide 96 text
COMPANY
VISION
STRATEGIC HIERARCHY
@iamctodd Inspired by: Teresa Torres
Slide 97
Slide 97 text
COMPANY
VISION
PRODUCT A
VISION
PRODUCT B
VISION
STRATEGIC HIERARCHY
@iamctodd Inspired by: Teresa Torres
Slide 98
Slide 98 text
COMPANY
VISION
PRODUCT A
VISION
PRODUCT B
VISION
OBJECTIVE
OBJECTIVE
OBJECTIVE
STRATEGIC HIERARCHY
@iamctodd Inspired by: Teresa Torres
Slide 99
Slide 99 text
COMPANY
VISION
THEME
PRODUCT A
VISION
PRODUCT B
VISION
OBJECTIVE
OBJECTIVE
OBJECTIVE
THEME
THEME
THEME
THEME
THEME
STRATEGIC HIERARCHY
@iamctodd Inspired by: Teresa Torres
Slide 100
Slide 100 text
COMPANY
VISION
THEME
PRODUCT A
VISION
PRODUCT B
VISION
OBJECTIVE
OBJECTIVE
OBJECTIVE
FEATURE
THEME FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
THEME
THEME
THEME
THEME
STRATEGIC HIERARCHY
@iamctodd Inspired by: Teresa Torres
COMPANY
VISION
THEME
PRODUCT A
VISION
PRODUCT B
VISION
OBJECTIVE
OBJECTIVE
OBJECTIVE
THEME
EXPERIMENT
FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
THEME
THEME
THEME
THEME
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
STRATEGIC HIERARCHY — WITH EXPERIMENTS!
FEATURE
FEATURE
EXPERIMENT
FEATURE
FEATURE
EXPERIMENT
ROADMAP
@iamctodd Inspired by: Teresa Torres
COMPANY
STRATEGY
PRODUCT
STRATEGY
Slide 105
Slide 105 text
COMPANY
VISION
THEME
PRODUCT A
VISION
PRODUCT B
VISION
OBJECTIVE
OBJECTIVE
OBJECTIVE
THEME
EXPERIMENT
FEATURE
FEATURE
FEATURE
FEATURE
FEATURE
THEME
THEME
THEME
THEME
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
EXPERIMENT
STRATEGIC HIERARCHY — WITH EXPERIMENTS!
FEATURE
FEATURE
EXPERIMENT
FEATURE
FEATURE
EXPERIMENT
ROADMAP
@iamctodd Inspired by: Teresa Torres
RELEASE PLAN
COMPANY
STRATEGY
PRODUCT
STRATEGY
Slide 106
Slide 106 text
SHORT TERM-itis
Slide 107
Slide 107 text
WAIT. WHAT’S A
PRODUCT VISION!??
Slide 108
Slide 108 text
YOUR TIMELINES MAY VARY!
Slide 109
Slide 109 text
No content
Slide 110
Slide 110 text
No content
Slide 111
Slide 111 text
No content
Slide 112
Slide 112 text
PathCheck Foundation
Started w/ TWO products, crafting a vision they
realized they had THREE different products.
SafePaths
SafePlaces
Slide 113
Slide 113 text
@iamctodd
“We help [type of customer] to
[improve in some way] by
[what we do best]”
Slide 114
Slide 114 text
ZOMG, THINGS WILL CHANGE!?
Slide 115
Slide 115 text
IF WE JUST HAD MORE
ENGINEERS & DESIGNERS,
PRIORITIZATION WOULD
BE EASY!!
Slide 116
Slide 116 text
IT’S NOT A RESOURCE
PROBLEM. IT’S A
PRIORITIZATION
PROBLEM
“BUT IF WE ONLY HAD MORE RESOURCES..”
@iamctodd
Slide 117
Slide 117 text
VALUE / EFFORT = PRIORITY
Slide 118
Slide 118 text
VALUE / EFFORT = PRIORITY
The time and resources
required to execute the
initiative
Slide 119
Slide 119 text
VALUE / EFFORT = PRIORITY
The time and resources
required to execute the
initiative
Expected contribution to
customer needs and
business objectives
Slide 120
Slide 120 text
VALUE / EFFORT = PRIORITY
The time and resources
required to execute the
initiative
Expected contribution to
customer needs and
business objectives
(BO1+BO2+BO3..)*(CI1+CI2..)
Slide 121
Slide 121 text
VALUE / EFFORT = PRIORITY
The time and resources
required to execute the
initiative
Expected contribution to
customer needs and
business objectives
(E)
Slide 122
Slide 122 text
(V / E) * C = PRIORITY
CONFIDENCE
How certain are you?
Slide 123
Slide 123 text
No content
Slide 124
Slide 124 text
No content
Slide 125
Slide 125 text
LIGHT. CHEAP.
FAST. PICK TWO.
Keith Bontrager
YOU CAN’T HAVE YOUR CAKE (OR YOUR BIKE) AND EAT IT TOO
Slide 126
Slide 126 text
THE ELASTIC TRIANGLE
ALL ARE INTERRELATED
Quality
Schedule
Scope Resources
(inverse)
Slide 127
Slide 127 text
REDUCTION IN SCHEDULE
CHANGE ANY, QUALITY WILL BE AFFECTED
Quality
Schedule
Scope Resources
(inverse)
Slide 128
Slide 128 text
ADD MORE RESOURCES?
CHANGE OF TWO MAY NOT MAKE UP A DIFFERENCE
Quality
Schedule
Scope Resources
(inverse)
Slide 129
Slide 129 text
CONVINCING STAKEHOLDERS
Slide 130
Slide 130 text
ALIGNMENT:
BE A CRISIS
NEGOTIATOR
Slide 131
Slide 131 text
STAKEHOLDERS (ONLY)
LOVE THE ROADMAP
WHEN THEIR FAVORITE
THING IS ON IT
WHERE’S MY FEATURE?
@iamctodd
Slide 132
Slide 132 text
HOW ARE WE
GOING DO THAT?
SAY ‘NO’ WITHOUT SAYING ‘NO’
@iamctodd
Stolen from: Never Split the Difference by Chris Voss
Slide 133
Slide 133 text
“THAT’S RIGHT”
IS BETTER THAN
“YOU’RE RIGHT”
IT AIN’T ABOUT YOU
@iamctodd
Stolen from: Never Split the Difference by Chris Voss
Slide 134
Slide 134 text
FORGET ‘YES’
GET TO ‘NO’
YES? NO.
@iamctodd
Stolen from: Never Split the Difference by Chris Voss
Slide 135
Slide 135 text
SHUTTLE
DIPLOMACY
Slide 136
Slide 136 text
Core Team
Product Owner
Design
Engineering
Operations
Customers
Executives
Research
Customer
Support
Production
Finance
Vendors
& Partners
Sales
Marketing
& PR
Other
Product Teams
STAKEHOLDER ATOM