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BUILDING AWESOME PRODUCT TEAMS @BFGMARTIN #PRODUCTTANK

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@BFGMARTIN 25 YEARS 195 CITIES

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@BFGMARTIN

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@BFGMARTIN

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@BFGMARTIN

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2010 @BFGMARTIN

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2010 @BFGMARTIN

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WHAT IS PRODUCT MANAGEMENT? @BFGMARTIN

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@BFGMARTIN “THE ROLE OF A PRODUCT MANAGER IS TO DISCOVER A PRODUCT THAT IS VALUABLE, USABLE, AND FEASIBLE” MARTY CAGAN

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You are here Customer Technology Business @BFGMARTIN

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Customer Technology Business @BFGMARTIN

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Customer Technology Business @BFGMARTIN

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Customer Technology Business @BFGMARTIN

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Customer Technology Business @BFGMARTIN

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Customer Technology Business @BFGMARTIN

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@BFGMARTIN

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@BFGMARTIN ASSEMBLE YOUR TEAM 1 #PRODUCTTANK

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DIVERSE Customer Technology Business Work Experience Industry Knowledge Creativity Life Experience Culture @BFGMARTIN

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DIVERSE Customer Technology Business Work Experience Industry Knowledge Creativity Life Experience Culture @BFGMARTIN

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DIVERSE Customer Technology Business Work Experience Industry Knowledge Creativity Life Experience Culture @BFGMARTIN

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DIVERSE @BFGMARTIN DIVERSE TEAMS ARE BETTER AT SOLVING PROBLEMS SCIENTIFIC AMERICAN, UNIVERSITY OF MICHIGAN, NORTHWESTERN UNIVERSITY, and many more

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DIVERSE Customer product team empathy @BFGMARTIN

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DIVERSE @BFGMARTIN DIVERSE COMPANIES ARE 35% MORE LIKELY TO OUTPERFORM MCKINSEY, 2018

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PRODUCT IS A TEAM SPORT @BFGMARTIN

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WE ALL OWN THE PRODUCT @BFGMARTIN

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“IF YOU’RE ONLY USING YOUR ENGINEERS TO CODE, YOU’RE ONLY GETTING HALF THEIR VALUE ” @BFGMARTIN MARTY CAGAN

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CROSS-FUNCTIONAL UX Product Devs @BFGMARTIN

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CROSS-FUNCTIONAL Solution Space Problem Space Opportunity for Great Products @BFGMARTIN

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FRICTION @BFGMARTIN

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CROSS-FUNCTIONAL @BFGMARTIN UX Product Devs ? ?

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CROSS-FUNCTIONAL @BFGMARTIN

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@BFGMARTIN

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FRICTION @BFGMARTIN

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FRICTION @BFGMARTIN IMAGINE MAKING A BUSINESS CASE FOR THE RESEARCH YOU NEED FOR A BUSINESS CASE

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@BFGMARTIN TRUST AND MOTIVATION 2 #PRODUCTTANK

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WHAT MAKES A TEAM SUCCESSFUL? @BFGMARTIN

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PROJECT ARISTOTLE @BFGMARTIN

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KEYS TO TEAM SUCCESS @BFGMARTIN

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PSYCHOLOGICAL SAFETY More likely to admit mistakes take on new roles & challenges harness new, diverse ideas challenge the status quo @BFGMARTIN

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WHAT MAKES A TEAM MOTIVATED? @BFGMARTIN “NO D!#KHEADS” GILBERT INOKA @BFGMARTIN

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WHAT MAKES A TEAM MOTIVATED? @BFGMARTIN

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MOTIVATION @BFGMARTIN DANIEL PINK

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MOTIVATION Autonomy Mastery Purpose @BFGMARTIN DANIEL PINK

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MOTIVATION Autonomy Mastery Purpose Our desire to be self directed - increases engagement over compliance @BFGMARTIN

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MOTIVATION Autonomy Mastery Purpose The urge to get better skills - and master our craft. @BFGMARTIN

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MOTIVATION Autonomy Mastery Purpose The desire to do something that has meaning and is important. @BFGMARTIN

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WHAT IS THE BEST WAY TO LEAD? @BFGMARTIN

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LEADERSHIP Authoritative Participative Delegative @BFGMARTIN

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LEADERSHIP Authoritative Participative Delegative Clear expectations Decisions with little input Task driven @BFGMARTIN

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LEADERSHIP Authoritative Participative Delegative Works well when labor is low skilled and leader has all the knowledge and experience @BFGMARTIN

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LEADERSHIP Authoritative Participative Delegative Hands on guidance Gets input but makes final decision Collaboration driven @BFGMARTIN

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LEADERSHIP Authoritative Participative Delegative Modern management theory, where workers have some knowledge but retains decision making at top. @BFGMARTIN

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LEADERSHIP Authoritative Participative Delegative High level guidance Autonomous decisions People driven @BFGMARTIN

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LEADERSHIP Authoritative Participative Delegative Autonomy works well for creative jobs and knowledge workers. @BFGMARTIN

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AUTONOMY = DELEGATIVE LEADERSHIP @BFGMARTIN

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AUTONOMY Autonomy motivates better scales better is quick and nimble @BFGMARTIN

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AUTONOMY Your team is smarter than you closer to the customer than you has more information than you @BFGMARTIN

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AUTONOMY “IF YOU TELL PEOPLE WHERE TO GO, BUT NOT HOW TO GET THERE, YOU’LL BE AMAZED AT THE RESULTS” @BFGMARTIN GEORGE S. PATTON

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IS AUTONOMY ANARCHY? @BFGMARTIN

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ALIGNED AUTONOMY @BFGMARTIN

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@BFGMARTIN AUTONOMY WITH ACCOUNTABILITY

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SETTING GOALS COMPANY GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS TEAM GOALS TEAM GOALS @BFGMARTIN

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SETTING GOALS TEAM A GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS TEAM B GOALS INDIVIDUAL GOALS INDIVIDUAL GOALS VISION COMPANY GOALS GAP @BFGMARTIN

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3FOCUS ON THE PROBLEM #PRODUCTTANK @BFGMARTIN

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FOCUS ON PROBLEMS “PEOPLE DON'T WANT A QUARTER-INCH DRILL, THEY WANT A QUARTER-INCH HOLE.” @BFGMARTIN THEODORE LEVITT

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DIG DEEPER @BFGMARTIN Why? Why? Why? Aha! I want a quarter inch drill I want a quarter inch hole I want to run a cable through the wall I want music in my bedroom

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SOLVE THE PROBLEM “UNDERSTAND THE PROBLEM AT A DEEP LEVEL. THEN SUCCESS IS EASY TO ARTICULATE, BECAUSE YOU KNOW WHAT IT'S LIKE WHEN THAT PROBLEM IS SOLVED.” @BFGMARTIN KEN NORTON

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FALL IN LOVE WITH THE PROBLEM SOLUTIONS CHANGE, PROBLEMS DON’T @BFGMARTIN

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FALLING IN LOVE WITH THE PROBLEM MAKES YOU PRACTICE CONTINUOUS DISCOVERY @BFGMARTIN

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“THERE IS NOTHING QUITE SO USELESS AS DOING WITH GREAT EFFICIENCY SOMETHING THAT SHOULD NOT BE DONE AT ALL.” @BFGMARTIN PETER DRUCKER

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DISCOVERY VS DELIVERY Agile Lean Six Sigma Prince II Waterfall Kanban Scrum @BFGMARTIN

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DISCOVERY VS DELIVERY @BFGMARTIN

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Ethnographic Research DISCOVERY VS DELIVERY Agile Lean Six Sigma Prince II Waterfall Kanban Scrum Design Thinking Design Sprints Discovery Sprints Dual-track Agile @BFGMARTIN

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DISCOVERY VS DELIVERY Build the thing right Build the right thing @BFGMARTIN

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BEWARE THE DOGMA @BFGMARTIN

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“WE VALUE RESPONDING TO CHANGE OVER FOLLOWING A PLAN” @BFGMARTIN THE AGILE MANIFESTO

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PRODUCT IS ABOUT PEOPLE @BFGMARTIN #PRODUCTTANK

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“DON’T FORGET THAT PEOPLE MAKE THE STUFF BUT RELATIONSHIPS MAKE THE BIGGER STUFF. GET THE RELATIONSHIPS AND PEOPLE PART RIGHT, FIRST. THE REST WILL FOLLOW.” @BFGMARTIN JOHN MAEDA

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1. ASSEMBLE YOUR TEAM DIVERSE, CROSS-FUNCTIONAL, CO-LOCATED 2. SET THEM UP FOR SUCCESS PSYCHOLOGICAL SAFETY, AUTONOMY, PURPOSE 3. FOCUS ON THE PROBLEM BALANCE DISCOVERY VS DELIVERY @BFGMARTIN

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1. HIRE SMART PEOPLE WHO WORK WELL TOGETHER 2. GET OUT OF THE WAY 3. FOCUS ON GOALS, NOT HOW YOU GET THERE 13 2 @BFGMARTIN

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GREAT. NOW WHAT? @BFGMARTIN

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THINK BIG START SMALL @BFGMARTIN

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1. WHO’S IN THE ROOM? 2. DO YOU KNOW WHAT YOUR TEAM/COMPANY VISION, MISSION, AND OBJECTIVES ARE? 3. DO YOU KNOW WHAT PROBLEM YOU’RE SOLVING FOR YOUR CUSTOMER? @BFGMARTIN

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FOLLOW ME ON @BFGMARTIN GET THE BOOK AT PRODUCTLEADERSHIPBOOK.COM READ MORE AT MINDTHEPRODUCT.COM THANK YOU! “If you build products, you need this book.” DES TRAYNOR, CO-FOUNDER of INTERCOM “invaluable for leveling up your execution” RYAN FREITAS, FACEBOOK “the leadership guide I never had" KEN NORTON, GOOGLE VENTURES @BFGMARTIN