Purpose driven leadership for the new digital product organisation

Transcript

1. Purpose driven leadership for digital product organisations ©ThoughtWorks 2019 Ben Melbourne
2. Scientific management ©ThoughtWorks 2019 Image source: http://digital.library.louisville.edu/cdm/landingpage/collection/cs/
3. ©ThoughtWorks 2019 Scientific management today Image source: www.flickr.com/photos/silverfuture/5910254991
4. ©ThoughtWorks 2019 Deluxe Car Co. Image source: https://topsten.com/2017/07/12/expensive-luxurious-cars-interiors/
5. WHAT HAS CHANGED Business agility is more important than long-term planning Mistakes can be fixed quicker Big upfront design is now the riskier option ©ThoughtWorks 2019
6. ©ThoughtWorks 2019 Times are changing
7. PURPOSE DRIVEN LEADERSHIP ©ThoughtWorks 2019 A set of practices that focus on defining a purpose and then aligning autonomous teams to work towards it.
8. PURPOSE DRIVEN LEADERSHIP ©ThoughtWorks 2019 PURPOSE ALIGNMENT EMPOWERMENT
9. PURPOSE DRIVEN LEADERSHIP ©ThoughtWorks 2019 PURPOSE ALIGNMENT EMPOWERMENT
10. ©ThoughtWorks 2019 PURPOSE | SHIFT #1 Define & communicate your purpose
11. PURPOSE DRIVEN LEADERSHIP ©ThoughtWorks 2019 PURPOSE? ALIGNMENT EMPOWERMENT
12. ©ThoughtWorks 2019 PURPOSE Why you exist, your reason for being VISION What you would like the future to look like MISSION How you will accomplish your Vision STRATEGY A plan to beat the competition to achieve your Mission
13. “Martin Luther King gave the ‘I have a Dream’ speech. Not the ‘I Have a Plan’ speech.” SIMON SINEK Start With Why simonsinek.com ©ThoughtWorks 2019
14. ©ThoughtWorks 2019 WHY (PURPOSE) Luxury in motion HOW (MISSION) Provide the Deluxe Car owning community with exclusive and luxurious mobility experiences.
15. ©ThoughtWorks 2019 Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online. Amazon To connect the world’s professionals to make them more productive and successful. LinkedIn A world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights instruments. Amnesty International The only motorcycle manufacturer that makes big, loud motorcycles for macho guys (and "macho wannabes") mostly in the United States who want to join a gang of cowboys in an era of decreasing personal freedom. Harley Davidson To build the web's most convenient, secure, cost-effective payment solution. PayPal To empower creators to make their best work and get it in front of the audience they deserve. Tumblr To organize the world's information and make it universally accessible and useful. Google
16. PURPOSE DRIVEN LEADERSHIP ©ThoughtWorks 2019 PURPOSE ALIGNMENT EMPOWERMENT
17. ©ThoughtWorks 2019 STRATEGIC GOALS PURPOSE (WHY) GOAL (WHAT) GOAL (WHAT) GOAL (WHAT) GOAL (WHAT) MISSION (HOW) GOAL (WHAT)
18. ©ThoughtWorks 2019 PURPOSE Luxury in motion GOAL 1 The car is more comfortable than the home. GOAL 2 Owners have an unfair advantage getting around. GOAL 3 Owners go for a drive just for the sheer pleasure of it. GOAL 4 Owners buy our cars just to be part of the community. GOAL 5 Make charging easy. MISSION Provide the Deluxe Car Co. owning community with exclusive and luxurious mobility experiences.
19. INITIATIVE ©ThoughtWorks 2019 INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE PURPOSE Luxury in motion GOAL 1 The car is more comfortable than the home. GOAL 2 Owners have an unfair advantage getting around. GOAL 3 Owners go for a drive just for the sheer pleasure of it. GOAL 4 Owners buy our cars just to be part of the community. GOAL 5 Make charging easy. MISSION Provide the Deluxe Car Co. owning community with exclusive and luxurious mobility experiences.
20. ©ThoughtWorks 2019 ALIGNMENT | SHIFT #2 Give teams a problem to tackle (i.e. a goal)
21. PURPOSE Luxury in motion GOAL 1 The car is more comfortable than the home. GOAL 2 Owners have an unfair advantage getting around. GOAL 3 Owners go for a drive just for the sheer pleasure of it. GOAL 4 Owners buy our cars just to be part of the community. GOAL 5 Make charging easy. MISSION Provide the Deluxe Car Co. owning community with exclusive and luxurious mobility experiences. INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE
22. “Love the problem, not the solution.” ASH MAURYA Scaling Lean leanstack.com ©ThoughtWorks 2019
23. ©ThoughtWorks 2019 ALIGNMENT | SHIFT #3 Measure outcomes, not outputs
24. KEY RESULT OBJECTIVE OKRs Objectives & Key Results KEY RESULT ©ThoughtWorks 2019 KEY RESULT INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE INITIATIVE Where do you want to go? How will I know if I’m getting there? Projects that will help me get there.
25. # drivers using Deluxe digital services GOAL 2 Owners have an unfair advantage getting around. Deluxe OKRs % journeys where digital services are used ©ThoughtWorks 2019 # active users of Deluxe portal INITIATIVE INITIATIVE INITIATIVE Priority parking services Deluxe only charging spots Early traffic updates Car share INITIATIVE INITIATIVE
26. KPIs ≠ OKRs ©ThoughtWorks 2019 Measuring the output of an existing process or activity. Measuring the gap between where you are now and where you want to be in the future.
27. PURPOSE DRIVEN LEADERSHIP ©ThoughtWorks 2019 PURPOSE ALIGNMENT EMPOWERMENT
28. ©ThoughtWorks 2019 EMPOWERMENT | SHIFT #4 Embrace Servant Leadership
29. ©ThoughtWorks 2019 SERVANT LEADERSHIP TRADITIONAL MANAGEMENT
30. ©ThoughtWorks 2019 EMPOWERMENT | SHIFT #5 Set up autonomous product teams
31. PRODUCT TEAMS Setting them up for success All the skills needed to pick-up and deliver an idea. Cross-functional Design Thinking, Lean and Agile methods. Product Thinking Setup to act independently, not told what to do. Autonomy ©ThoughtWorks 2019 Give them a problem to own and solve. A problem
32. “Don't move information to authority, move authority to information.” DAVID MARQUET Turn That Ship Around www.davidmarquet.com ©ThoughtWorks 2019
33. ©ThoughtWorks 2019 EMPOWERMENT | SHIFT #6 Teams need to broadcast their progress & learnings
34. I intend to... ©ThoughtWorks 2019 Image source: https://blog.koan.co/koan-book-club-turn-the-ship-around-ca21eeb1444d
35. ©ThoughtWorks 2019 Aspirational customer journey Product Hypothesis Design Experiments User story map Data/feedback Image source: https://www.mindtheproduct.com/2017/09/understanding-design-thinking-lean-agile-work-together/
36. ©ThoughtWorks 2019 EMPOWERMENT | SHIFT #7 Build a learning culture
37. “Gaining new knowledge first requires unlearning knowledge that is no longer of use or that has become an obstacle in the way of our progress.” BARRY O’REILLY Unlearn barryoreilly.com ©ThoughtWorks 2019
38. BUILDING A LEARNING CULTURE Give and seek feedback Celebrate failures Don’t be shy to say we don’t know ©ThoughtWorks 2019
39. ©ThoughtWorks 2019 Embrace uncertainty Image source: https://www.videoblocks.com/
40. Ben Melbourne PRODUCT STRATEGY & DESIGN thoughtworks.com 1. Define & communicate your purpose 2. Give teams a problem to tackle 3. Measure outcomes, not outputs 4. Embrace Servant Leadership 5. Setup autonomous product teams 6. Teams need to broadcast their progress & learnings 7. Build a learning culture ©ThoughtWorks 2019 PURPOSE ALIGNMENT EMPOWERMENT PURPOSE DRIVEN LEADERSHIP