What's a Product Manager?

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C. Todd Lombardo :: Chief Design Strategist :: Fresh Tilled Soil :: @iamctodd

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Se vende: Calcetines. Tres. Colores differentes.

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¿Valorado 15M€?

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¿Qué es un ‘product manager’?

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

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¿Qué gestiona un product manager?

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Solo todo. Nada más.

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All the responsibility. No authority.

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Where are we going?

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Crear Una Vision del Product GUIDING PRINCIPLES

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McCarthy-Baron Strategic Pyramid

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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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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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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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¿Cómo priorizar?

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Prioritization is hell. Boaz Katz CEO, BIZZABO

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

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

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

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¿Como alinear tu equipo?

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Shuttle Diplomacy

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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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Make a Table

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

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

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Who is right? vs What is right?

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¿Cómo hace todo?

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Es tu mente

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DESIGNER SCIENTIST EMPATHIC MAKER FORWARD LOOKING RIGOROUS EXPERIMENTAL HYPOTHESIS DRIVEN

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Designtist

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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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Ni tu mente… creencia!

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Title (H1)

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

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¿Qué es un Design Sprint?

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SCIENTIFIC METHOD DESIGN PROCESS AGILE PHILOSOPHY design sprint

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

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The Design Sprint UNDERSTAND DIVERGE BUILD ✓ X TEST CONVERGE

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Answers Prototype

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Lean Startup? Lean UX? Design Sprint? WTF?

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LEARN BUILD MEASURE PRODUCT DATA IDEAS

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BUILD BUILD BUILD PRODUCT PRODUCT PRODUCT Credit: Wolf Bruening

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LEARN BUILD MEASURE PRODUCT DATA IDEAS START HERE?

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

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} } } 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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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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[email protected]