5/7/12 #ProdMgmtTalk How To Develop A Compelling Value Proposition

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author How To Develop A Compelling Value PropositionMAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr Podcast: http://bit.ly/J3L8ZZ Links: http://bit.ly/IZgYp6 From our sponsor: Jeff says, First Time in San Francisco! "This is the second time Im speaking June 20, 2012 on the Global Product Management One Day Intensive w/working lunch: Talk. It’s a great opportunity to Creating Successful Products connect in real time with the product http://t.co/4s9NwstC management community on Twitter and Im looking forward to the added June 21-22, 2012 component of the live broadcast to Two Day Intensive: talk about one of the most vital aspects of building successful Product Innovation Leadership products.” http://t.co/0z2acqdQ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 1

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author How To Develop A Compelling Value PropositionMAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr Please visit our sponsor @AIPMM http:/www.aipmm.com Upcoming webinar: Overhaul Your User Interface Without Upsetting Users Tuesday, May 15, 2012 12:00 PM EDT/09:00 AM PDT http://bit.ly/JQaAxK Companies with successful software products often know when their user interface could be improved, but are concerned that any sort of major change might upset their user base. Indeed, GOOGLE, TWITTER, AND FACEBOOK caused quite a stir recently by making dramatic changes to their user interfaces. BUT for every example of design gone wrong, there is a success story of a company blasting ahead of its competitors by reinventing its product design. Hosted by Brian Lawley, CEO and Founder of 280 Group and Mary Piontkowski, Director, User Experience, Macadamian, this webinar gives key lessons on how to approach a major design update.Jeff Lash @JeffLash discussed How To Develop A Compelling Value Proposition on May 7,2012 on the Global Product Management Talk using the hashtag #ProdMgmtTalkINTRODeveloping a compelling value proposition is one of the most important aspects of productdevelopment. A value proposition is a short summary of the value which a product will deliver tocustomers. Without it, product managers and product teams struggle to define what theyrebuilding, for whom, why that matters, and how that can be translated into product success. Thistalk will focus on how to develop a strong value proposition for new and existing products alike.Each week, The Global Product Management Talk features an expert guest speaker who asks questions ofthe participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast their commentsover BlogTalkRadio. The transcript of Tweets and podcast are available after the live event. Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 2

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author How To Develop A Compelling Value PropositionMAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrHost, Cindy F. Solomon @CindyFSolomon is joined by co-hosts Roger Cauvin @RCauvin and Erika L.Andersen @ErikaLAndersenABOUT JEFF LASHJeff is a product management leader with 10+ years of experience in development of web-basedproducts and services with companies including Elsevier, MasterCard International, and XPLANE.He is author of the popular blog How To Be a Good Product Manager(www.goodproductmanager.com), has been published in the books "42 Rules of ProductManagement" and "42 Rules of Product Marketing," and is a co-founder of Product Camp St.Louis. Jeff currently is Vice President, Product Portfolio Management within the Clinical DecisionSupport division of Elsevier.PRE-POSTED QUESTIONSQ1 What are some of the challenges faced in developing a value proposition?Q2 How does a value proposition fit into the idea of being lean/agile?Q3 Who "owns" the value proposition -- product manager, product marketer, executive?Q4 How do you know if you have a "good" or "compelling" value proposition?Q5 Who should be involved in creating/validating a value proposition?TWEET CHRONOLOGYWhat is #ProdMgmtTalk? http://bit.ly/AlLEbNJoin Global Product Management Talk! http://linkd.in/jRmwRxNever participated in a twitter chat? FAQs http://t.co/Qr2s1o0OLearn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZfloLearn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSfjefflash Join me today 4pm ET here (or http://t.co/QaJ6AteI) for #ProdMgmtTalk on Value Propositions:infohttp://t.co/ixcthxT4 #prodmgmt #prodmgkt -6:30 AM May 7th, 2012annua RT @cindyfsolomon: #ProdMgmtTalk How To Develop A Compelling Value Propositionw/ @JeffLash @RCauvin@ErikaLAndersen #prodmgmt Today! http://t.co/vOu7czVt -9:34 AM May 7th, 2012baltomel RT @ProdMgmtTalk: RT @jefflash: Someone hating on competitors product doesnt mean theyll loveyours.#prodmgmt #prodmgmttalk http://t.co/LGp2funh -9:44 AM May 7th, 2012roadmapwarrior #innochat & #brandchat ppl should join us MT#ProdMgmtTalk How To Develop A Compelling ValueProposition - Today 4pm ET http://t.co/iAudrXKV -10:26 AM May 7th, 2012hmdelcastillo Accelerate your career, attend the @aipmmsessions by #prodmgmttalk at @pcamputah & save $on#prodmgmt & #prodmktg ce…http://t.co/SttLMKQ3 -10:34 AM May 7th, 2012 Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 3

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk http://t.co/W9BMnzIQ Welcome, Nitin! Heres background information & qyestions fortodays #ProdMgmtTalkdiscussion:... -10:51 AM May 7th, 2012ProdMgmtTalk #PCampDFW Date change: June 23rd @ UT Dallas School of Management http://t.co/DH9ixG8h#pcamp#prodmgmt #prodmgmttalk -10:59 AM May 7th, 2012rcauvin Looking forward to todays #prodmgmttalk w/@JeffLash on compelling value propositions. #prodmgmt -11:12 AMMay 7th, 2012equintanilla RT @rcauvin: Looking forward to todays#prodmgmttalk w/ @JeffLash on compelling valuepropositions.#prodmgmt -11:12 AM May 7th, 2012pranavdesai RT @cindyfsolomon: RT @rcauvin: Looking forward to todays #prodmgmttalk w/ @JeffLash on compellingvalue propositions. #prodmgmt Join us! http://t.co/vOu7czVt -11:13 AM May 7th, 2012ProdMgmtTalk In sync w/todays #prodmgmttalk ! RT@brainmates: getting ready for executive breakfast w/ DeanneWeir re: value of #prodmgmt to c suite -12:21 PM May 7th, 2012jefflash Get ready for a bunch of #prodmgmt tweets coming your way. If youre getting em via SMS you may want toturn that off for now #prodmgmttalk -12:57 PM May 7th, 2012ProdMgmtTalk @RCauvin cares about Q4 Most! How do you know if you have a "good" or "compelling" valueproposition?#prodmgmttalk -12:58 PM May 7th, 2012ProdMgmtTalk Todays resources with questions for discussion:http://t.co/28qVCSqF How To Develop A CompellingValue Proposition @JeffLash #prodmgmttalk -12:59 PM May 7th, 2012jefflash Lets get this discussion going: What are some of the challenges faced in developing a valueproposition?#prodmgmttalk -1:02 PM May 7th, 2012d8a_driven Id say the hardest is knowing your customer#prodmgmttalk -1:04 PM May 7th, 2012d8a_driven Surveys are easy, good interviews harder, cross-connecting them to produce a working persona thehardest#prodmgmttalk -1:05 PM May 7th, 2012jefflash @d8a_driven Is the hard part really just "knowing" your customer, or figuring out what they value / would payfor?#prodmgmttalk -1:06 PM May 7th, 2012roadmapwarrior One challenge (dunno if biggest) is helping org understand value prop & feature list are not the samething#prodmgmttalk -1:07 PM May 7th, 2012d8a_driven Yes, the hardest question to get a straight answer to is: would you buy this? #prodmgmttalk -1:07 PM May 7th,2012milasgai Understanding what their needs are and aligning your product to those needs #prodmgmttalk -1:08 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 4

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrErikaLAndersen Welcome @roadmapwarrior and @d8a_driven to #prodmgmttalk -1:08 PM May 7th, 2012ProdMgmtTalk Welcome @d8a_driven @roadmapwarrior@ErikalAndersen @milasgai @cindyfsolomon todaysresources http://t.co/28qVCSqF #prodmgmttalk -1:08 PM May 7th, 2012d8a_driven @roadmapwarrior is this usually a problem with marketers? I usually face it withengineering. #prodmgmttalk-1:08 PM May 7th, 2012cindyfsolomon First question ( @JeffLash talks fast! Q1 What are some of the challenges faced in developing a valueproposition? #prodmgmttalk -1:09 PM May 7th, 2012johnnewbury Losing sight of target persona is a really great way to ruin your value proposition - drifting to a pleaseeveryone result. #prodmgmttalk -1:09 PM May 7th, 2012Brioneja @jefflash The biggest problem that I have found is that companies are not used to talking in terms ofvalue#prodmgmttalk -1:09 PM May 7th, 2012cindyfsolomon #ProdMgmtTalk live Listen http://t.co/erqUgBcnJoin tweeters @ProdMgmtTalk @JeffLash @RCauvin@CindyFSolomon @ErikaLAndersen -1:09 PM May 7th, 2012Brioneja @jefflash They continue to talk about features and cost. #prodmgmttalk -1:09 PM May 7th, 2012d8a_driven @milasgai Agree! #prodmgmttalk -1:10 PM May 7th, 2012roadmapwarrior @d8a_driven can be both #prodmgmttalk -1:10 PM May 7th, 2012ProdMgmtTalk Welcome @johnnewbury and @Brioneja !@RCauvin asking "how do you know when you have a goodvalue proposition? #prodmgmt #prodmgmttalk -1:10 PM May 7th, 2012Brioneja @jefflash In many cases, they dont understand what they sell. i.e. Think they sell product when in fact theysell service #prodmgmttalk -1:10 PM May 7th, 2012roadmapwarrior RT @johnnewbury: Losing sight of target persona is a really great way to ruin your valueproposition#prodmgmttalk -1:11 PM May 7th, 2012ErikaLAndersen @cindyfsolomon: they sell the experience that the user has #prodmgmttalk -1:11 PM May 7th, 2012d8a_driven @roadmapwarrior I see this a lot. Focus is hard in the face of this weeks deal. #prodmgmttalk -1:12 PM May 7th,2012ErikaLAndersen @jefflash: You must know more about the problem the customer actually faces - will they pay to haveit solved? #prodmgmttalk -1:12 PM May 7th, 2012ProdMgmtTalk @JeffLash says "value prop way of saying - heres problem were solving by providing this(product/experience) value #prodmgmttalk -1:13 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 5

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @RCauvin asking Why is a compelling product value proposition important -fundamentally #prodmgmttalk-1:13 PM May 7th, 2012ErikaLAndersen @rcauvin: What does a compelling value proposition do for you? #prodmgmttalk -1:13 PM May 7th, 2012ProdMgmtTalk WHY IS A GOOD VALUE PROPOSITION IMPORTANT for success of your product? @JeffLash core forproviding #prodmgmt direction #prodmgmttalk -1:14 PM May 7th, 2012ErikaLAndersen @jefflash: the value proposition will give direction to engineering, design, etc. Gives sense ofpurpose#prodmgmttalk -1:14 PM May 7th, 2012d8a_driven Right. Good value prop promotes focus internally with all departments. #prodmgmttalk -1:14 PM May 7th, 2012ProdMgmtTalk Good value prop - gives sense of purpose, articulates what customer cares about, gets senior mgmtsupport & funding/investors #prodmgmttalk -1:15 PM May 7th, 2012d8a_driven You can speak directly to a customer in their terms.#prodmgmttalk -1:15 PM May 7th, 2012ProdMgmtTalk RT @d8a_driven: Right. Good value prop promotes focus internally with all departments.#prodmgmttalk-1:15 PM May 7th, 2012Brioneja @ProdMgmtTalk Value proposition is critical to long term commercial success. No value proposition =undifferentiated product #prodmgmttalk -1:15 PM May 7th, 2012ErikaLAndersen @jefflash: Helps give focus, gets everyone on the same page, provides some excitement for thevision#prodmgmttalk -1:15 PM May 7th, 2012ProdMgmtTalk Thank you to @AIPMM for sponsoring todays talk! Check out upcoming webinars &trainingshttp://t.co/0vIDTERK #prodmgmttalk -1:15 PM May 7th, 2012ErikaLAndersen RT @d8a_driven: You can speak directly to a customer in their terms. #prodmgmttalk -1:16 PM May 7th, 2012ProdMgmtTalk RT @ErikaLAndersen: RT @d8a_driven: You can speak directly to a customer in theirterms. #prodmgmttalk -1:16 PM May 7th, 2012ErikaLAndersen RT @Brioneja: Value proposition is critical to long term commercial success. No value proposition =undifferentiated product #prodmgmttalk -1:16 PM May 7th, 2012cindyfsolomon RT @ProdMgmtTalk: Thank you @AIPMM for sponsoring todays talk! Check out upcoming webinars &trainings http://t.co/baDFTpP0 #prodmgmttalk -1:16 PM May 7th, 2012roadmapwarrior Having a clear value prop makes your solution the only answer to the buyers problem in hismind.#prodmgmttalk -1:16 PM May 7th, 2012johnnewbury A great value proposition is essential before Prod Mgrs can secure the resources / funding / buy-in theyneed to develop #prodmgmttalk -1:16 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 6

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk RT @roadmapwarrior: Having a clear value prop makes your solution the only answer to the buyersproblem in his mind. #prodmgmttalk -1:17 PM May 7th, 2012d8a_driven Its also a reality check: can we articulate something that sounds valuable to someone specific in adifferentiated way #prodmgmttalk -1:17 PM May 7th, 2012coconuteclipse RT @ErikaLAndersen: @jefflash: the value proposition will give direction to engineering, design, etc.Gives sense of purpose #prodmgmttalk -1:17 PM May 7th, 2012ErikaLAndersen @jefflash: even if you dont do anything with the value proposition externally, its great to get the teamon board #prodmgmttalk -1:17 PM May 7th, 2012d8a_driven @roadmapwarrior nice! #prodmgmttalk -1:17 PM May 7th, 2012ProdMgmtTalk RT @johnnewbury: A great value proposition is essential before Prod Mgrs can secure resources /funding / buy-in to develop #prodmgmttalk -1:17 PM May 7th, 2012ErikaLAndersen To save characters, VP ==> Value Proposition#prodmgmttalk -1:18 PM May 7th, 2012ProdMgmtTalk Excellent! RT @ErikaLAndersen: To save characters, VP ==> Value Proposition #prodmgmttalk#prodmgmt -1:18 PM May 7th, 2012cindyfsolomon Excellent! RT @ErikaLAndersen: To save characters, VP ==> Value Proposition #prodmgmttalk#prodmgmt -1:18 PM May 7th, 2012jefflash Your value proposition answers the "Why?" Why are we doing this? Why would the market care? Why shouldthe #proddev team care? #prodmgmttalk -1:18 PM May 7th, 2012ErikaLAndersen The VP allows the external people (marketing/sales) to the internal (design/engineering)#prodmgmttalk -1:19 PM May 7th, 2012roadmapwarrior @ErikaLAndersen getting team on board esp. true for #agile. I want all the team to feel like co-ownersof solving the problem. #prodmgmttalk -1:19 PM May 7th, 2012cindyfsolomon RT @jefflash: Your VP answers "Why?" Why are we doing this? Why would the market care? Whyshould the #proddev team care? #prodmgmttalk -1:19 PM May 7th, 2012milasgai Good VP “sells” your idea on why a prod will add value to cust, what issues it will solve, why those issues needto be solved. #prodmgmttalk -1:20 PM May 7th, 2012roadmapwarrior RT @cindyfsolomon: Excellent! RT@ErikaLAndersen: To save characters, VP ==> ValueProposition #prodmgmttalk #prodmgmt #prodmgmttalk -1:20 PM May 7th, 2012jefflash What about value propositions (VPs) changing over time? How does VP fit into beinglean/agile? #prodmgmttalk-1:20 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 7

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrd8a_driven Too true. Many projects happen by momentum rather than sense #prodmgmttalk -1:20 PM May 7th, 2012ProdMgmtTalk New question: Q2 How does a value proposition fit into the idea of being lean/agile? #prodmgmttalk -1:20 PM May 7th, 2012ErikaLAndersen @rcauvin: Going through exercise of VP will force company to consider what theyre doing and building#prodmgmttalk -1:20 PM May 7th, 2012ProdMgmtTalk Welcome @milasgai @coconuteclipse !#prodmgmttalk -1:21 PM May 7th, 2012ErikaLAndersen Q2 How does a value proposition fit into the idea of being lean/agile? #prodmgmttalk -1:21 PM May 7th, 2012d8a_driven Customer development means your notion of what the market needs is evolving all thetime #prodmgmttalk -1:21 PM May 7th, 2012ProdMgmtTalk RT @d8a_driven: Customer development means your notion of what the market needs is evolving allthe time #prodmgmttalk #prodmgmt -1:21 PM May 7th, 2012cindyfsolomon RT @jefflash: What about value propositions (VPs) changing over time? How does VP fit into beinglean/agile? #prodmgmttalk #prodmgmt -1:21 PM May 7th, 2012ErikaLAndersen Were talking about Value Propositions, using VP as the acronym. #prodmgmttalk -1:22 PM May 7th, 2012ProdMgmtTalk Great discussion today! Listen http://t.co/8VgG0rrA Join tweeters @ProdMgmtTalk@JeffLash@RCauvin @ErikaLAndersen #prodmgmt #prodmgmttalk -1:22 PM May 7th, 2012roadmapwarrior All goals/epics in your #agile plan should track back to VP #prodmgmttalk -1:22 PM May 7th, 2012jefflash @d8a_driven Yes though Ive seen a lot of people use "agile" as an excuse for NOT having a value prop & juststarting building #prodmgmttalk -1:22 PM May 7th, 2012milasgai will keep your product focused, will avoid waste of features #ProdMgmtTalk -1:23 PM May 7th, 2012ProdMgmtTalk @RCauvin document value prop, problems to solve, key activities, basic solution in lean/agile process:examine assumptions #prodmgmttalk -1:23 PM May 7th, 2012ErikaLAndersen @rcauvin: With lean startup, you document the problems being solved, user activities, and examinehypos/assumptions #prodmgmttalk -1:23 PM May 7th, 2012d8a_driven Agile/lean do not mean you dont have a vision or that you dont keep trying to zero in on aVP #prodmgmttalk-1:23 PM May 7th, 2012d8a_driven Just the opposite #prodmgmttalk -1:24 PM May 7th, 2012roadmapwarrior #agile or lean may be the best fit if theres a chance your VP will change (e.g., making a move into anadjacent mkt) #prodmgmttalk -1:24 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 8

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrErikaLAndersen @rcauvin: can make predictions as to customers registered at web site, then test assumptions andpivot accordingly #prodmgmttalk -1:24 PM May 7th, 2012ProdMgmtTalk Make predictions re product usage - what % will complete/register, etc - figure out quickest way to buildagainst assmpt... #prodmgmttalk -1:24 PM May 7th, 2012johnnewbury Competitor activity - even shift in market conditions - can wipe out your value proposition in an instant.VP must be agile. #prodmgmttalk -1:24 PM May 7th, 2012d8a_driven Pivoting is correcting course toward something#prodmgmttalk -1:24 PM May 7th, 2012ErikaLAndersen @rcauvin: Many times you WONT get the VP right at first. You must test your assumptions, then pivotas nec. #prodmgmttalk -1:25 PM May 7th, 2012cindyfsolomon RT @jefflash: @d8a_driven Yes though seen people use "agile" as an excuse for NOT having a valueprop & just starting building #prodmgmttalk -1:25 PM May 7th, 2012Brioneja @jefflash unfortunately Agile tends to be used more for incremental innovations/product line extensions#prodmgmttalk -1:25 PM May 7th, 2012ProdMgmtTalk RT @roadmapwarrior: All goals/epics in your#agile plan should track back to VP #prodmgmttalk#prodmgmt-1:25 PM May 7th, 2012d8a_driven @ErikaLAndersen yeah! #prodmgmttalk -1:25 PM May 7th, 2012cindyfsolomon RT @Brioneja: @jefflash unfortunately Agile tends to be used more for incremental innovations/productline extensions #prodmgmttalk -1:25 PM May 7th, 2012roadmapwarrior Every time I hear "pivot" I think of Ross moving the couch #friendsquotes #prodmgmttalk -1:26 PM May7th, 2012ChrisMakiuchi Value propositions must have the adaptive capacity to process new experience and embrace newopportunities #prodmgmttalk -1:26 PM May 7th, 2012jefflash Theres also the (bad) opposite of lean, developing a value prop & sticking to it regardless of what the marketsays#prodmgmttalk -1:27 PM May 7th, 2012ErikaLAndersen Hee! @roadmapwarrior Every time I hear "pivot" I think of Ross moving the couch #friendsquotes#prodmgmttalk #prodmgmttalk -1:27 PM May 7th, 2012d8a_driven @Brioneja I dont see why agile is restricted to incremental work. Agile is just about small batch size (IMO)#prodmgmttalk -1:27 PM May 7th, 2012ProdMgmtTalk Practice Trumps Theory http://t.co/vhn1AwsDbook Running Lean says @RCauvin #prodmgmttalk -1:27 PMMay 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 9

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk RT @jefflash: Theres also (bad) opposite of lean, developing a value prop & sticking to it regardless ofwhat the market says #prodmgmttalk -1:28 PM May 7th, 2012ErikaLAndersen RT @d8a_driven: @Brioneja I dont see why agile is restricted to incremental work. Agile is just aboutsmall batch size (IMO) #prodmgmttalk -1:28 PM May 7th, 2012coconuteclipse LOL me too! @roadmapwarrior Every time I hear "pivot" I think of Ross moving thecouch #friendsquotes #prodmgmttalk -1:28 PM May 7th, 2012ProdMgmtTalk Welcome @ChrisMakiuchi todays background http://t.co/28qVCSqF listen http://t.co/8VgG0rrA#prodmgmttalk -1:28 PM May 7th, 2012ErikaLAndersen Must test VP RT @jefflash: Theres also (bad) opposite of lean, developing a value prop & sticking to itregardless of market #prodmgmttalk -1:29 PM May 7th, 2012ProdMgmtTalk @JeffLash VP and positioning go hand in hand - Reese & Trout help w/positioning & benefit of good VPis figuring out positiong #prodmgmttalk -1:30 PM May 7th, 2012ErikaLAndersen @jefflash: VP and market positioning go hand in hand #prodmgmttalk -1:30 PM May 7th, 2012jefflash Who "owns" the value proposition -- product manager, product marketer, executive? #prodmgmttalk -1:30 PM May7th, 2012ProdMgmtTalk @JeffLash unfortunately product built on limited understanding of market & positioning is anafterthought (UGH!) #prodmgmt #prodmgmttalk -1:30 PM May 7th, 2012ErikaLAndersen moving on to Q3: Who "owns" the value proposition -- product manager, product marketer, executive?#prodmgmttalk -1:31 PM May 7th, 2012ProdMgmtTalk Next question: Q3 Who "owns" the value proposition -- product manager, product marketer, executive?#prodmgmttalk -1:31 PM May 7th, 2012ErikaLAndersen @jefflash: everyone has a handle on it, but one person should own it #prodmgmttalk -1:31 PM May 7th, 2012d8a_driven Product Manager owns the value prop but needs to facilitate consensus #prodmgmttalk -1:31 PM May 7th, 2012d8a_driven No PM is an island #prodmgmttalk -1:31 PM May 7th, 2012milasgai Product Manager would own everyone else would contribute #prodmgmttalk -1:31 PM May 7th, 2012ErikaLAndersen @cindyfsolomon: many times user experience gets involved too late #prodmgmttalk -1:32 PM May 7th, 2012ProdMgmtTalk @JeffLash ultimately #prodmgmt needs to own Value Proposition! its lynchpin connecting prodmgmt&#prodmrktg #prodmgmttalk -1:32 PM May 7th, 2012ErikaLAndersen RT @d8a_driven: No PM is an island#prodmgmttalk -1:32 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 10

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrroadmapwarrior I think Q3 may be the toughest. PM should own product/portfolio VP but it must tie to corporate VP,which may come from exec #prodmgmttalk -1:32 PM May 7th, 2012d8a_driven What Jeff said #prodmgmttalk -1:33 PM May 7th, 2012ErikaLAndersen @JeffLash: product marketers dont always do customer development, they do more outboundcommunications #prodmgmttalk -1:33 PM May 7th, 2012ProdMgmtTalk RT @roadmapwarrior: I think Q3 may be toughest. PM should own product/portfolio VP but must tie tocorporate VP from exec #prodmgmttalk -1:33 PM May 7th, 2012ProdMgmtTalk Team all needs to feel ownership, says@RCauvin - every1 must be aligned & excited about VP -panacea? easier said than done #prodmgmttalk -1:34 PM May 7th, 2012ErikaLAndersen @rcauvin: to have the most effective prod team; ALL feel ownership. Everyone be aligned and excited#prodmgmttalk -1:34 PM May 7th, 2012pg5150 @ProdMgmtTalk @jefflash persevering the plane into the ground #prodmgmttalk -1:34 PM May 7th, 2012milasgai @roadmapwarrior agreed! VPs should be aligned, if company goals change the Prod VP will change#prodmgmttalk-1:34 PM May 7th, 2012jefflash @d8a_driven Is it really consensus or alignment (as@rcauvin mentioned). Market should weigh heaviest, moreso than internal #prodmgmttalk -1:34 PM May 7th, 2012d8a_driven Agree on shared ownership but someone needs to finalize or formalize or resolve disagreements#prodmgmttalk-1:34 PM May 7th, 2012ProdMgmtTalk LOL! @d8a_driven thats why we broadcast simultaneously! Too deep to capture all on twitter!#prodmgmttalk -1:34 PM May 7th, 2012coconuteclipse Product Team should feel shared ownership.@d8a_driven Product Manager owns the value prop butneeds to facilitate consensus #prodmgmttalk -1:35 PM May 7th, 2012ProdMgmtTalk RT @pg5150: @ProdMgmtTalk @jefflashpersevering the plane into the ground #prodmgmttalk -1:35 PMMay 7th, 2012d8a_driven Alignment is a better teram. Agree. #prodmgmttalk-1:35 PM May 7th, 2012ErikaLAndersen @rcauvin: #prodmgmt plays lynchpin role, but should facilitate excitement fromeveryone #prodmgmttalk -1:35 PM May 7th, 2012ProdMgmtTalk Discussing what consensus means - ultimately market drives direction of VP says @JeffLash every1 shldown but not drive #prodmgmttalk -1:36 PM May 7th, 2012Brioneja @d8a_driven It is not restricted. It has simply gravitated in that direction. #prodmgmttalk -1:36 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 11

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrd8a_driven I also use the term "buy in" #prodmgmttalk -1:36 PM May 7th, 2012ProdMgmtTalk Welcome! @pg5150 todays questions:http://t.co/28qVCSqF #prodmgmttalk -1:36 PM May 7th, 2012MarieBe #prodmgmttalk Youre trying to sell me a pen, but youre holding up a pencil -1:36 PM May 7th, 2012ProdMgmtTalk LOL - cant get thru 1 conversation about product w/o mention of Apple or Jobs! #prodmgmttalk -1:37 PMMay 7th, 2012d8a_driven @Brioneja Agree. Ive seen that, too, sometimes.#prodmgmttalk -1:37 PM May 7th, 2012ErikaLAndersen @rcauvin: Steve Jobs was not known for building consensus in a Kumbaya fashion; much more forcefulthan that #prodmgmttalk -1:37 PM May 7th, 2012ProdMgmtTalk Welcome @MarieBe #prodmgmttalk -1:37 PM May 7th, 2012ProdMgmtTalk Next question: Q4 How do you know if you have a "good" or "compelling" value proposition?#prodmgmttalk -1:38 PM May 7th, 2012ErikaLAndersen Q4 How do you know if you have a "good" or "compelling" value proposition? #prodmgmttalk -1:38 PMMay 7th, 2012ProdMgmtTalk Laughing about how often Jobs & Apple mentioned - we got thru 35 minutes first! #prodmgmttalk -1:39PM May 7th, 2012jefflash So how do you know if you have a "good" or "compelling" value proposition? Is there a way to measure/testit? #prodmgmttalk -1:39 PM May 7th, 2012cindyfsolomon RT @jefflash: So how do you know if you have a "good" or "compelling" value proposition? Is there away to measure/test it? #prodmgmttalk -1:39 PM May 7th, 2012d8a_driven IMO, theres no substitue for testing #prodmgmttalk -1:39 PM May 7th, 2012ErikaLAndersen World record? RT @ProdMgmtTalk: Laughing about how often Jobs & Apple mentioned - we got thru35 minutes first! #prodmgmttalk -1:39 PM May 7th, 2012cindyfsolomon Agree - but must have something to test against RT @d8a_driven: IMO, theres no substitue for testing#prodmgmttalk #prodmgmt -1:40 PM May 7th, 2012d8a_driven Can test 2-3 VPs against each other, but the real test is asking for the order #prodmgmttalk -1:40 PM May 7th, 2012ErikaLAndersen @jefflash: Good VP? Someone reads and they agree. Compelling? I want it now. #prodmgmttalk -1:40 PMMay 7th, 2012ProdMgmtTalk Discussing what compelling VP means - 1st level: understandable 2nd level: creates desire #startup#prodmgmt #prodmgmttalk -1:40 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 12

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrmilasgai @d8a_driven agree - Focused User Research is a good way to test your idea, I would think #prodmgmttalk -1:41PM May 7th, 2012ProdMgmtTalk RT @d8a_driven: Can test 2-3 VPs against each other, but the real test is asking for the (sales) order#prodmgmttalk -1:41 PM May 7th, 2012getmoreclarity @erikalandersen Put it in front of 20 people and see how many of them will pay you for the productright now. #prodmgmttalk -1:42 PM May 7th, 2012ProdMgmtTalk @CindyFSolomon How do you measure compellingness of VP? (Net promoter?) #prodmgmttalk -1:42 PMMay 7th, 2012cindyfsolomon RT @getmoreclarity: @erikalandersen Put in front of 20 people and see how many of them will pay youfor the product right now. #prodmgmttalk -1:42 PM May 7th, 2012ProdMgmtTalk Welcome @getmoreclarity #prodmgmttalk -1:43 PM May 7th, 2012NomadicPm @roadmapwarrior Yes, there must be alignment and take direction from corporate VP. Alignment may beyour greatest challenge! #prodmgmttalk -1:44 PM May 7th, 2012ProdMgmtTalk @RCauvin circling back "What does a good VP do for you?" Internally aligns #prod/dev team for marketplace value #prodmgmttalk -1:44 PM May 7th, 2012ProdMgmtTalk Welcome back @NormadicPM! #prodmgmttalk-1:44 PM May 7th, 2012d8a_driven Measure internal value of the VP by meeting length!#prodmgmttalk -1:45 PM May 7th, 2012ErikaLAndersen RT @getmoreclarity: @erikalandersen Put it in front of 20 ppl & see how many of them will pay you forthe product right now. #prodmgmttalk -1:45 PM May 7th, 2012ProdMgmtTalk @RCauvin says VP enables quick association betw #product & brand & value - must be quick referencew/in brain recognition #prodmgmttalk -1:46 PM May 7th, 2012milasgai @d8a_driven Define KPIs for your VP :)#prodmgmttalk -1:46 PM May 7th, 2012ErikaLAndersen @rcauvin: You cant VP overly complicated. One word or single idea that representsVP #prodmgmttalk -1:46 PM May 7th, 2012ProdMgmtTalk RT @milasgai: @d8a_driven Define KPIs for your VP :) #prodmgmttalk -1:47 PM May 7th, 2012ErikaLAndersen @JeffLash: Just because you have internal alignment on a VP, doesnt mean its compelling#prodmgmttalk -1:47 PM May 7th, 2012ErikaLAndersen Were talking about Value Propositions (VPs)#prodmgmttalk -1:48 PM May 7th, 2012ProdMgmtTalk @JeffLash discussing retrospective on developing VP for iPod - "for people listening to music on the go,unlike other mp3..." #prodmgmttalk -1:48 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 13

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrd8a_driven @milasgai KPIs: arguments/week, avg mtg length, # of proposed features that dont match the VP persprint :)#prodmgmttalk -1:48 PM May 7th, 2012ProdMgmtTalk RT @d8a_driven: @milasgai KPIs: arguments/week, avg mtg length, # of proposed features that dontmatch the VP per sprint :) #prodmgmttalk -1:48 PM May 7th, 2012ErikaLAndersen @JeffLash: The beauty is not always in the words to discuss the VP, but in the object itself. MP3 playervs. iPod #prodmgmttalk -1:49 PM May 7th, 2012jefflash Maybe you cant tell the difference btw a good & compelling value prop with just the value prop; need a demo,prototype, etc. #prodmgmttalk -1:49 PM May 7th, 2012ProdMgmtTalk @d8a_driven what do you mean by meeting length for measuring KPI for VP? #prodmgmttalk -1:50 PM May7th, 2012d8a_driven Was really jk ;) but a good VP should help reduce or settle internal arguments #prodmgmttalk -1:50 PM May 7th,2012ProdMgmtTalk @RCauvin "Law of Focus" from Reese & Trout - a VP owning territory in the prospects mind to drivesales w/o expensive mrktg #prodmgmttalk -1:50 PM May 7th, 2012ErikaLAndersen @rcauvin: Owning a word (the VP) in the prospects mind is very powerful. #prodmgmttalk -1:51 PM May7th, 2012ProdMgmtTalk @JeffLash says KPIs & measurements must tie back to extent of VP potential to occupy mindshare#prodmgmttalk -1:51 PM May 7th, 2012ProdMgmtTalk @JeffLash discussing "Crossing the Chasm" G Moore - what is #product differentiation? i.e. Volvo ownssafety#prodmgmttalk -1:52 PM May 7th, 2012ErikaLAndersen @JeffLash: What form does a VP take? If you think "Safe Car", you think Volvo. #prodmgmttalk -1:52 PMMay 7th, 2012ProdMgmtTalk @JeffLash suggesting define the Value Proposition before building the product... #prodmgmttalk -1:52 PMMay 7th, 2012ErikaLAndersen When you think cute vaders, you think VW.#prodmgmttalk -1:52 PM May 7th, 2012d8a_driven @jefflash VP should be compelling *if true* Demo should allow you to prove it. #prodmgmttalk -1:53 PM May7th, 2012ProdMgmtTalk Must know who youre solving problem for before articulating the value of a solution -@CindyFSolomon mentioned Chris Yeh #prodmgmttalk -1:54 PM May 7th, 2012ErikaLAndersen @JeffLash: You have to know whore trying to solve the problem for, then build something solveit#prodmgmttalk -1:54 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 14

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @JeffLash says if you cant articulate who the market is, cant articulate VP for that segment - diffproblems/diff markets #prodmgmttalk -1:55 PM May 7th, 2012milasgai @d8a_driven @jefflash create your VP --> Prototype it --> Define which KPIs it needs to meet --> Go test withusers#prodmgmttalk -1:55 PM May 7th, 2012ProdMgmtTalk Next question: Q5 Who should be involved in creating/validating a value proposition? #prodmgmttalk -1:55 PM May 7th, 2012ErikaLAndersen Q5 Who should be involved in creating/validating a value proposition? #prodmgmttalk -1:55 PM May 7th, 2012Brioneja @ProdMgmtTalk @jefflash Absolutely! VP and market segmentation go hand in hand. Cannot have onewithout the other #prodmgmttalk -1:56 PM May 7th, 2012ProdMgmtTalk says @JeffLash Or rather - Who should NOT be involved creating/validating value proposition? (dontover focus on sales input) #prodmgmttalk -1:56 PM May 7th, 2012ErikaLAndersen @rcauvin: You should get many people involved. Focus on new problems versus pre-existing problems#prodmgmttalk -1:56 PM May 7th, 2012ProdMgmtTalk RT @Brioneja: @ProdMgmtTalk @jefflashAbsolutely! VP & market segmentation go hand in hand.Cannot have one without the other #prodmgmttalk -1:57 PM May 7th, 2012ErikaLAndersen @rcauvin: Sales is just one voice.#prodmgmttalk -1:57 PM May 7th, 2012d8a_driven @milasgai yes, lean approach #prodmgmttalk -1:57 PM May 7th, 2012ProdMgmtTalk @JeffLash re: #startups Person w/vision for#product might focus too much on tech/engineering rathrthan focus on market needs #prodmgmttalk -1:57 PM May 7th, 2012milasgai @ErikaLAndersen whoever has a take in the product#prodmgmttalk -1:57 PM May 7th, 2012d8a_driven Everyone internally needs to be involved but hard to develop one thats not more than a hypothesiswithout market input #prodmgmttalk -1:58 PM May 7th, 2012coconuteclipse RT @ErikaLAndersen: @JeffLash: You have to know whore trying to solve the problem for, then buildsomething solve it #prodmgmttalk -1:58 PM May 7th, 2012ErikaLAndersen @rcauvin: Entrepreneurs often have vision for prod, but must watch for whether eng or cust drivingthe VP#prodmgmttalk -1:58 PM May 7th, 2012ErikaLAndersen @rcauvin: good #prodmgrs have marketing knowledge, and must play key role in developingVP#prodmgmttalk -1:59 PM May 7th, 2012ProdMgmtTalk @RCauvin says sales cares about certain customers, whereas #prodmgmt looks at market & trained tosynthesiz mrkt/ #prodmgmttalk -1:59 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 15

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrErikaLAndersen Time flies when youre having a great time#prodmgmttalk -2:00 PM May 7th, 2012ProdMgmtTalk @JeffLash blogs How to be a Good Product Manager & Ask a Good ProductManager http://t.co/zYa2r6Ckhttp://t.co/2Pb50IVy #prodmgmttalk -2:00 PM May 7th, 2012milasgai @ErikaLAndersen whoever has a stake in the product and that will depend on what is your product allabout#prodmgmttalk -2:00 PM May 7th, 2012ErikaLAndersen RT @milasgai: @ErikaLAndersen whoever has a stake in the product and that will depend on what isyour product all about #prodmgmttalk -2:01 PM May 7th, 2012ProdMgmtTalk #Agile dev - articulate VP first! Bring in customers/usrs w/ #prodmgmt, #UX & Dev to refine/direct &validate/test at start #prodmgmttalk -2:01 PM May 7th, 2012ProdMgmtTalk Wow - were hot in the conversation (dont look at time!) @RCauvin & @JeffLash re: Agile and ValueProp http://t.co/8VgG0rrA #prodmgmttalk -2:03 PM May 7th, 2012ProdMgmtTalk @JeffLash discussing #product games to imagine designing & identifying name, logo, description &VP#prodmgmttalk -2:03 PM May 7th, 2012ProdMgmtTalk Stay in touch between talks! Converse with ushttp://t.co/y07kOGpk Follow Us on BlogTalkRadiohttp://t.co/rgVn1HbN #prodmgmttalk -2:05 PM May 7th, 2012milasgai Create a RACI for your VP, you will be able to identify who should ownt, review, and ultimately approve yourVP#prodmgmttalk -2:05 PM May 7th, 2012ProdMgmtTalk Yes - Innovation Games Luke Hohlman - to understand what kinds of product decisions you should bemaking #prodmgmttalk -2:05 PM May 7th, 2012Brioneja @ProdMgmtTalk @JeffLash I tackle the issue of Value Proposition & segmentation in thispreso http://t.co/7u2F4rQX#prodmgmttalk #prodmgmt -2:07 PM May 7th, 2012ProdMgmtTalk Closing remarks by @JeffLash - we spend too much time on details; this is what #prodmgmt shouldspend more time thinking #prodmgmttalk -2:07 PM May 7th, 2012d8a_driven Thanks Jeff! #prodmgmttalk -2:08 PM May 7th, 2012ErikaLAndersen Looks like I got @rcauvin and @jefflashconfused a lot. Many apologies. #prodmgmttalk -2:08 PM May 7th,2012jefflash A good #innovation game to play to help develop your value prop: http://t.co/mmvsZOAX #prodmgmttalk -2:08PM May 7th, 2012ProdMgmtTalk Thank you @JeffLash and @RCauvin and@ErikaLAndersen for contributing great discussiontoday!@CindyFSolomon appreciates #prodmgmttalk -2:08 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 16

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrNomadicPm @ErikaLAndersen @rcauvin Should value props change over time to adjust to new problems, or do theyoften become sticky? #prodmgmttalk -2:08 PM May 7th, 2012ErikaLAndersen #PcampUtah coming May 12 in Bluffdale UT. Meet and learn from your fellowPMs! http://t.co/Y2M1Mc7f #prodmgmt #prodmgmttalk -2:08 PM May 7th, 2012d8a_driven Thanks, Roger! #prodmgmttalk -2:09 PM May 7th, 2012rcauvin @NomadicPm @ErikaLAndersen @JeffLash If market changes, you need to create a new brand & associatednew value prop. #prodmgmttalk #prodmgmt -2:11 PM May 7th, 2012coconuteclipse Awesome #prodmgmttalk! Thanks, @jefflash A good #innovation game to play to help develop yourvalue prop: http://t.co/w0cXILic #prodmgmttalk -2:11 PM May 7th, 2012ProductMantra RT @jefflash: A good #innovation game to play to help develop your value prop: http://t.co/mmvsZOAX#prodmgmttalk -2:12 PM May 7th, 2012ProdMgmtTalk RT @ErikaLAndersen: #PcampUtah May 12 in Bluffdale UT. Meet and learn from your fellow PMs!http://t.co/2qmuhEJx #prodmgmt #prodmgmttalk -2:12 PM May 7th, 2012ProdMgmtTalk Wow! Todays stats: 258 tweets generated 334,308 impressions, reaching an audience of 37,255followersProdMgmtTalk Todays Top tweeters: @erikalandersen @d8a_driven @jefflash @roadmapwarrior @brioneja@milasgai @coconuteclipse @johnnewbury #prodmgmttalk -2:14 PM May 7th, 2012ProdMgmtTalk Thank you @AIPMM for sponsoring this weeks talk! Check out upcoming webinars & trainingshttp://t.co/0vIDTERK #prodmgmttalk -2:15 PM May 7th, 2012cindyfsolomon Accelerate your career, attend @aipmm sessions by #prodmgmttalk at @pcamputah & save $on #prodmgmt & #prodmktg http://t.co/aApDCyDv -2:16 PM May 7th, 2012ProdMgmtTalk Next week Brian Lawley of @the280group "Seven Phase Standard Product LifeCycle: What you MUSTknow for yr products to succeed" #prodmgmttalk -2:17 PM May 7th, 2012ProdMgmtTalk Check out @AIPMM Friday 9 AM PT webinars! http://t.co/0vIDTERK follow @AIPMM for more info!#prodmgmttalk -2:18 PM May 7th, 2012ProdMgmtTalk Join Us on LinkedIn http://t.co/2SwZRb9y Listen on iTunes http://t.co/j02YmpOL Curationshttp://t.co/9elis0xy #prodmgmttalk -2:19 PM May 7th, 2012ProdMgmtTalk Get weekly reminders & details: follow http://t.co/IWpWal3c #prodmgmt #prodmrktg #content#prodmgmttalk -2:19 PM May 7th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 17

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Todays tweets: http://t.co/uPcqri5r Follow http://t.co/gDkLZXTF for transcripts of #prodmgmt,#pcamp, #tech events #prodmgmttalk -2:25 PM May 7th, 2012ProdMgmtTalk Follow our co-host Roger Cauvins blog @RCauvinhttp://t.co/qFXjyBHA #prodmgmttalk -2:27 PM May 7th, 2012ProdMgmtTalk 5/16 Startup Product Talks meetuphttp://t.co/x7hS2tBv How do you define #prodmgmt? What does itmean to be a product manager? #prodmgmttalk -2:28 PM May 7th, 2012ProdMgmtTalk If you missed today, listen to past talks while todays broadcast is edited & posted to iTunes!http://t.co/j02YmpOL #prodmgmttalk -2:30 PM May 7th, 2012ProdMgmtTalk Register June 20: Creating Successful Products June 21-22: Product Innovation Leadership Intensive #SFhttp://t.co/KlCA3hkM #prodmgmttalk -2:32 PM May 7th, 2012ProdMgmtTalk Awesome! @getmoreclarity @equintanilla@coconuteclipse @brioneja @jefflash @cindyfsolomon@rcauvin @baltomel @ErikaLAndersen #prodmgmttalk -2:35 PM May 7th, 2012ProdMgmtTalk Bravo! @ProductMantra @d8a_driven@NomadicPm @milasgai @roadmapwarrior @johnnewbury@pranavdesai @annua @baltomel @jefflash #prodmgmttalk -2:37 PM May 7th, 2012ProdMgmtTalk Our speakers excellent blogs: Ask A Good Product Manager: Your product management questionsanswered http://t.co/zYa2r6Ck #prodmgmttalk -2:38 PM May 7th, 2012ProdMgmtTalk Our speakers other blog "How to be a Good Product Manager" http://t.co/2Pb50IVy#prodmgmt#prodmgmttalk -2:39 PM May 7th, 2012ProdMgmtTalk this Saturday! @PCampUtah! #PCampUtah Global Map of ProductCamps http://t.co/6U5tjOVS#prodmgmt #pcamp http://t.co/1VvBVct4 #prodmgmttalk -2:41 PM May 7th, 2012ProdMgmtTalk More awesome #prodmgmt tweeters today! @jasebell @utollwi @brainmates @pg5150 @johnpeltier@allthings_BA @jonathanfleming #prodmgmttalk -2:57 PM May 7th, 2012ProdMgmtTalk RT @Brioneja @ProdMgmtTalk @JeffLash I tackle issue of Value Proposition &segmentationhttp://t.co/rVEQVy4P #prodmgmt #prodmgmttalk -3:09 PM May 7th, 2012aipmm Accelerate your career, attend @aipmm sessions by#prodmgmttalk at @pcamputah & save $#prodmgmt &#prodmktg http://t.co/TocK1Vub -3:12 PM May 7th, 2012cindyfsolomon RT @ProdMgmtTalk: Thank you @AIPMM for sponsoring Check out upcoming webinars &trainingshttp://t.co/baDFTpP0 #prodmgmttalk -3:12 PM May 7th, 2012aipmm RT @ProdMgmtTalk: Thank you @AIPMM for sponsoring Check out upcoming webinars &trainings http://t.co/8RATcFbh#prodmgmttalk -3:12 PM May 7th, 2012cindyfsolomon join us again next week @prodmgmttalk #prodmgmttalk! _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 18

Transcript from May 7, 2012: Global Product Management Talk Jeff Lash, Product Management Thought Leader & Author, "How To Be a Good Product Manager" How To Develop A Compelling Value Proposition MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrThank you Jeff Lash @JeffLash for SPEAKING today! Thank you Roger Cauvin @RCauvinand Erika Andersen @ErikaLAndersen for co-hosting!Thank you tweeters! @getmoreclarity @equintanilla@coconuteclipse @brioneja @jefflash @cindyfsolomon @rcauvin@baltomel @ErikaLAndersen @jasebell @utollwi @brainmates @pg5150 @johnpeltier @allthings_BA@jonathanfleming @ProductMantra @d8a_driven@NomadicPm @milasgai @roadmapwarrior @johnnewbury@pranavdesai @annua @baltomel @AIPMMToday’s stats: Todays stats: 258 tweets generated 334,308 impressions, reaching an audience of37,255 followersJoin us next week May 14, 2012: "Seven Phase Standard Product LifeCycle: What you MUSTknow for yr products to succeed" with Brian Lawley @the 280group TM Global Product Management Talk is a weekly mini-product camp Socratic discussion of pre-posted questions with live audio of thought leader and co-hosts commenting. Converse with us #prodmgmttalk http://bit.ly/i4EihK Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr Like Us on Facebook http://on.fb.me/lR0RNP Join Us on LinkedIn http://linkd.in/jRmwRx Speaker Schedule http://t.co/R3OL7BDj Listen on iTunes http://bit.ly/silH98 Android App http://bit.ly/tEeWFx Newsletter http://t.co/IVVFirUe Recaps http://bit.ly/slnpP2 Blog http://bit.ly/eOFmB6 Reach a global audience http://t.co/XTteZ8AW Follow for Reminders! http://bit.ly/nbw9Yr Crowdsourced content of live product, tech, startup & SF events http://bit.ly/JQoUpTFor Product Managers that don’t get a chance to leave their desk and participate in Product Talks in person,we’ve brought Product Talks to you via podcast and twitter #prodmgmttalkJoin us in San Francisco monthly! _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 19

5/7/12 #ProdMgmtTalk How To Develop A Compelling Value Proposition

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5/7/12 #ProdMgmtTalk How To Develop A Compelling Value Proposition Document Transcript