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5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group
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5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group

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Brian says, "The Global Product Management Talk is providing a unique and extremely valuable service to the Product Management community. We are VERY excited to contribute to efforts that educate …

Brian says, "The Global Product Management Talk is providing a unique and extremely valuable service to the Product Management community. We are VERY excited to contribute to efforts that educate product managers and move the profession forward."

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  • 1. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr Podcast: http://bit.ly/JaCNC2 Links: http://bit.ly/KT7soc From our sponsor:Brian says, "The Global First Time in San Francisco!Product Management Talk isproviding a unique and June 20, 2012 One Day Intensive w/working lunch:extremely valuable service to Creating Successful Productsthe Product Management http://t.co/4s9NwstCcommunity. We are VERYexcited to contribute to efforts June 21-22, 2012that educate product managers Two Day Intensive:and move the profession Product Innovation Leadershipforward." 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
  • 2. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: 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 webinars: 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. Overhaul European Product Management Certification Wednesday, May 16, 2012 9:00 AM EDT/06:00 AM PDT http://bit.ly/IUkAa5 As product management certification becomes ever-more relevant and critical for success in the field, it is also now gaining increased awareness and importance throughout the world. This webinar will discuss becoming a Certified Product Manager(R) in Europe, including the details of the certifications, benefits of becoming certified, course and exam options, the worldwide standard ProdBOK(R) Seven Phase Product Lifecycle and any other questions you may have about how to use certification to move your career forward. Also discussed will be some of the key differences between product management in Europe versus the rest of the world, and how this applies to certification. Hosted by Brian Lawley, CEO and Founder of 280 Group 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
  • 3. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrBrian Lawley, CEO and Founder, 280 Group & Author of 5 Books, Discussed The SevenPhase Standard Product LifeCycle: What You Must Know For Your Products To Succeed onMay 14, 2012 on the Global Product Management Talk using the hashtag #ProdMgmtTalkINTROHow can businesses make their products DRAMATICALLY more successful? There is a processthat companies can implement to ensure success and avoid disastrous mistakes commonly made.There are critical decisions that must be made in order for a product to succeed. Ignore thesedecisions and you risk product failure. By understanding the seven phases that every productpasses through, product managers can guarantee that shipped products will better meetcustomers needs and deliver increased revenues and profits.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.Host, Cindy F. Solomon @CindyFSolomon is joined by co-host Nick Coster @NickCoster of @brainmatesABOUT BRIAN LAWLEYBrian Lawley is the CEO and Founder of the 280 Group. He is the author five product managementand marketing books, The Phenomenal Product Manager, Expert Product Management, 42 Rulesof Product Management, 42 Rules of Product Marketing and Optimal Product Process and. Brian isa former President of the Silicon Valley Product Management Association and was awarded theAssociation of International Product Marketing Management award for Thought Leadership inProduct Management. He is the editor of the Product Management 2.0 blog and newsletter andalso writes guest articles for publications such as the Software Development Forum newsletter,Softletter and the SVPMA newsletter.Prior to founding and running the 280 Group Brian spent many years working on innovativeproducts at companies including Digidesign (acquired by Avid), Apple (Product Manager for theMacOS human interface), Claris, Symantec and Whistle Communications. Mr. Lawley holds anundergraduatedegree in Management Science from the University of California at San Diego witha minor in Music Technology and an MBA from San Jose State University. 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
  • 4. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrPRE-POSTED QUESTIONSPreQ: Please introduce yourself, where you are tweeting from & your involvement with #prodmgmtQ1 What is the Seven Phase Product Lifecycle Process?Q2 What phases are most often overlooked or ignored in companies?Q3 How do the roles of product management and product marketing fit into the standard productprocess?Q4 How does innovation come into play in the process?Q5 What corresponding documents are recommended as best practices to follow the process?Q6 How can I implement this process at my company to improve our product management?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/8WzU7LSfmelissa280_says Today at 4:00 PST What You Must Know for Your Products ToSucceed http://t.co/gSNFdZyP Listenhttp://t.co/Gwiuk4Hy #prodmgmt #prodmgmttalk -3:31PM May 14th, 2012ProdMgmtTalk Today, @NickCoster of @brainmates joins us as co-host w/ BrianLawley @the280group http://t.co/cnpeLEfg #prodmgmttalk -3:31 PM May 14th, 2012melissa280_says DL @BrianLawleys Optimal Product Process book w/ the 7 Phase ProductLifeCycle: http://t.co/8cJgmeQ0 #prodmgmt #prodmgmttalk -3:42 PM May 14th, 2012ProdMgmtTalk Attempting to connect @the280group and @NickCoster tostart! #prodmgmttalk -3:58 PM May 14th, 2012nickcoster Here comes the weekly Product Management Talk via Twitter.Visit http://t.co/7mo8icC0 to participate or follow #prodmgmttalk -4:02 PM May 14th, 2012nickcoster If you are tweeting today with the #prodmgmttalkyou can win copies of BrianLawlEys @the280group books! get involved and win. -4:05 PM May 14th, 2012brainmates Hi Erika great to see you on todays talk on the "Seven Phase Standard ProductLifeCycle" with @the280group.#prodmgmttalk -4:06 PM May 14th, 2012brainmates Q1 What is the Seven Phase Product Lifecycle Process? #prodmgmttalk -4:08 PMMay 14th, 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
  • 5. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Welcome @the280group covering what is the 7 phase product lifecycle?conceive, plan, develop, qualify, launch, market, retire #prodmgmttalk -4:08 PM May 14th, 2012ProdMgmtTalk Todays participants can win one of @the280group books!http://t.co/N1QzX8nT #prodmgmttalk-4:09 PM May 14th, 2012ProdMgmtTalk PreQ: Please introduce yourself, where you are tweeting from & yourinvolvement with #prodmgmt#prodmgmttalk -4:09 PM May 14th, 2012brainmates A1) conceive, plan, develop, qualify, launch, market, deliver. #prodmgmttalk -4:09 PM May 14th, 2012ProdMgmtTalk Q1 What is the Seven Phase Product Lifecycle Process? @the280groupanswers here: http://t.co/N1QzX8nT #prodmgmt #prodmgmttalk -4:09 PM May 14th, 2012ProdMgmtTalk 7 phases on #prodmgmt conceive, plan, develop, qualify, launch, market,deliver Brian @the280group talking fast! #prodmgmttalk -4:10 PM May 14th, 2012brainmates A1) Conceive: @the280group - Review and explore possible ideas that couldevolve in to larger business case.#prodmgmttalk -4:11 PM May 14th, 2012ProdMgmtTalk If you have an existing product - youre coming up w/ new features w/inplanning phase, feature prioritization new releases #prodmgmttalk -4:11 PM May 14th, 2012brainmates A1) There are 8 key documents that support the 7 stage process.#prodmgmttalk -4:12 PM May 14th, 2012ProdMgmtTalk 8 key documents across the 7 phases -http://t.co/33IfouYQ ProductManagement LifeCycle Process Methodology @the280group #prodmgmttalk -4:12 PM May 14th,2012brainmates A1) Planning: @the280group prepare a business case and update the roadmapto see here the idea may fit#prodmgmttalk -4:13 PM May 14th, 2012ProdMgmtTalk The 7 phase product lifecycle looks like a waterfall process - also appliesto #Agile dev first 4-5 phases rapid iteration #prodmgmttalk -4:13 PM May 14th, 2012brainmates A1) @the280group the 7 stage process can be applied to both Waterfall or Agilemethodologies.#prodmgmttalk -4:14 PM May 14th, 2012ProdMgmtTalk Launch goal - generate as much awareness as possible to get revenue, getfeedback for next iterations:@the280group launchkit #prodmgmttalk -4:15 PM May 14th, 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
  • 6. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Next phase: market or deliver and last: retire - many companies forget untiltheres a problem - dont want to hurt brand #prodmgmttalk -4:16 PM May 14th, 2012melissa280_says RT @brainmates: A1) Planning:@the280group prepare a business caseand update the roadmap to see here the idea may fit #prodmgmttalk -4:16 PM May 14th, 2012brainmates Phew! Trying to keep up with Brians rundown of the 7 stage Product lifecyclemodel. He is already on to Retire!#prodmgmttalk -4:16 PM May 14th, 2012brainmates The @280group 7 phase cycle covers everything from Conceive to Retire.#prodmgmttalk -4:17 PM May 14th, 2012ProdMgmtTalk Optimal Product Process - how to divide docs & decisions betw #prodmgmtbuild products that delight customers & #prodmrktg #prodmgmttalk -4:17 PM May 14th, 2012ProdMgmtTalk @the280group resources: the product management manifesto URL tofollow #prodmgmttalk -4:18 PM May 14th, 2012ProdMgmtTalk #ProdMgmt manifesto http://t.co/SuKA3Myu#prodmgmttalk -4:19 PM May 14th,2012brainmates Brian Lawley suggests that we all review the Product Management Manifesto - http://t.co/yhYOcImZ #prodmgmttalk -4:20 PM May 14th, 2012ProdMgmtTalk @CindyFSolomon Q to @NickCoster re:@the280group Is the business casethe same as the marketing requirements document? #prodmgmttalk -4:21 PM May 14th,liz_blink RT @brainmates: Brian Lawley suggests that we all review the ProductManagement Manifesto -http://t.co/yhYOcImZ #prodmgmttalk -4:21 PM May 14th, 2012ProdMgmtTalk RT @CindyFSolomon finally figured out how to mute the train....LOL!....helpsto have 2 computers to produce this event! #prodmgmttalk -4:22 PM May 14th, 2012PCampUtah Want to continue your #pcamputah experience? Follow/Listen to#prodmgmttalk now. http://t.co/TKQwpUb3 http://t.co/qLhnLwrB -4:23 PM May 14th, 2012VFigatelix Hello! Happy to join from Peru! #prodmgmttalk -4:23 PM May 14th, 2012ProdMgmtTalk Welcome @PCampUtah @VFigate @liz_blink @ErikaLAndersen@melissa280_says @brainmates resources:http://t.co/N1QzX8nT still onQ1 #prodmgmttalk -4:24 PM May 14th, 2012ProdMgmtTalk So Nice to see you again! RT @VFigatelix: Hello! Happy to join fromPeru! #prodmgmttalk -4:24 PM May 14th, 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
  • 7. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrbrainmates The Optimal Product Process is designed to avoid content duplication across the8 Key supporting documents.#prodmgmttalk -4:25 PM May 14th, 2012ProdMgmtTalk Welcome @PCampUtah @VFigatelix @liz_blink @ErikaLAndersen Todaysresources http://t.co/N1QzX8nT #prodmgmttalk -4:25 PM May 14th, 2012ProdMgmtTalk Tweeters today entered to win 1 of@the280group books! #prodmgmttalk -4:25 PM May 14th, 2012ErikaLAndersen @the280group: Roadmap is important because you must know strategicallywhere youll be 3-5 years out#prodmgmttalk -4:26 PM May 14th, 2012brainmates In conceive phase the vital docs are the Roadmap and the Market Strategy.#prodmgmttalk -4:26 PM May 14th, 2012ProdMgmtTalk Market strategy document is critical but not included until too late...#prodmgmttalk -4:26 PM May 14th, 2012sarah_donovan RT @ProdMgmtTalk: #ProdMgmt manifesto http://t.co/SuKA3Myu#prodmgmttalk -4:26 PM May 14th, 2012VFigatelix which are the 8 supporting documents? please help? @brainmates#prodmgmttalk -4:27 PM May 14th, 2012Hillyla RT @brainmates: In conceive phase the vital docs are the Roadmap and the MarketStrategy. #prodmgmttalk -4:28 PM May 14th, 2012brainmates Roadmap - Can we be successful in this market place, relative to the othercompeting alternatives.#prodmgmttalk -4:28 PM May 14th, 2012ProdMgmtTalk @VFigatelix Thanks for asking! Brian@the280group will speak to the docssoon Are you listening? http://t.co/cnpeLEfg #prodmgmttalk -4:29 PM May 14th, 2012brainmates Market Strategy - Even if the product is awesome there needs to be a strategicplan for Channel for getting to Market #prodmgmttalk -4:30 PM May 14th, 2012ProdMgmtTalk Welcome @Hillyla @sarah_donovan Todays resources:http://t.co/N1QzX8nT @the280group still answ Q1#prodmgmttalk -4:31 PM May 14th, 2012the280group RT @nickcoster: If you are tweeting today with the #prodmgmttalk you canwin copies of Brian Lawlys@the280group books! get involved and win. -4:31 PM May 14th, 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
  • 8. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrVFigatelix @ProdMgmtTalk @the280group thanks! if possible do you have a link where Ican read? #prodmgmttalk -4:31 PM May 14th, 2012ProdMgmtTalk RT @brainmates: Market Strategy - Even if product is awesome-needs to bea strategic plan for Channel for getting to Market #prodmgmttalk -4:31 PM May 14th, 2012liz_blink Nice"@brainmates: The Optimal Product Process is designed to avoid contentduplication across the 8 Key supporting documents. #prodmgmttalk" -4:31 PM May 14th, 2012brainmates Launch Planning - does not start just before launch. Launch needs to beeffectively planned before hand and funded. #prodmgmttalk -4:32 PM May 14th, 2012brainmates Q2) What phases are most often overlooked or ignored in companies?#prodmgmttalk -4:33 PM May 14th, 2012the280group @VFigatelix You can read the 8 supporting docs in this free book, OptimalProduct Process, found here: http://t.co/YbyuirQ8 #prodmgmttalk -4:33 PM May 14th, 2012brainmates A2) @280group - Conceive is often not completed formally. Can degenerate into the loudest voice.#prodmgmttalk -4:34 PM May 14th, 2012cindyfsolomon Go to http://t.co/XyUvqhtG "Optimal Product Process" heres free link todownload book w/8 docs http://t.co/ocjaHfie #prodmgmttalk -4:34 PM May 14th, 2012liz_blink Funding for launch often forgotten in bus case.@brainmates: Launch needs to beeffectively planned before hand and funded. #prodmgmttalk -4:35 PM May 14th, 2012cindyfsolomon Whoops - forgot to unmute! Thanks @NickCosterfor carrying questionsto @the280group forward #prodmgmttalk-4:35 PM May 14th, 2012brainmates A2) @280group "Planning" - rigor is skipped and the pet project is pushedforward. #prodmgmttalk -4:35 PM May 14th, 2012cindyfsolomon RT @liz_blink: Funding for launch often forgotten in biz case @brainmates:Launch needs effectively planned & funded #prodmgmttalk -4:36 PM May 14th, 2012cindyfsolomon Discussing Apple approach to launching products (got thru 35 mins w/omention of Apple!) #prodmgmttalk w/@the280group & @brainmates -4:37 PM May 14th, 2012brainmates A2) @280group - "Launch" at Apple there was a dedicated launch team thatfollowed a tried and tested checklist #prodmgmttalk -4:37 PM May 14th, 2012cindyfsolomon Not a lot of companies are good at retiring products (Microsoft tries to beclear about retiring version of Windows) #prodmgmttalk -4:37 PM May 14th, 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
  • 9. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon @NickCoster asking re: Q4 How does innovation come to play in theprocess? Orgs need to innovate quickly...#prodmgmttalk -4:38 PM May 14th, 2012brainmates @280group How does a Product Management Process work withInnovation"? #prodmgmttalk -4:39 PM May 14th, 2012cindyfsolomon In answer, @the280group says the Optimal Product Process works for anycompany/culture/product situation... #prodmgmttalk -4:39 PM May 14th, 2012VFigatelix A2) In my experience: the design/investigation phase and the post-launch phase(i.e. lack of monitoring)#prodmgmttalk -4:39 PM May 14th, 2012brainmates @brainmates @280group says that the process can be done as a light weightapproach but still asks the impt questions. #prodmgmttalk -4:41 PM May 14th, 2012brainmates Back to Q3) How do the roles of product management and product marketing fitinto the standard product process? #prodmgmttalk -4:41 PM May 14th, 2012cindyfsolomon The word "process" scares companies - but it can be lightweight intended tobe effective and efficient where there is none #prodmgmttalk -4:41 PM May 14th, 2012cindyfsolomon Q3 How do the roles of product management and product marketing fit intothe standard product process?#prodmgmttalk -4:42 PM May 14th, 2012liz_blink Do we have a copy of the Apple checklist?@brainmates: A2) @280group - launchteam that followed a tried and tested checklist #prodmgmttalk" -4:42 PM May 14th, 2012cindyfsolomon A3 #prodmgmt on the front 4 phases of the process & #prodmrktg tends tobe on the later 3 phases of Optimal Product Process #prodmgmttalk -4:42 PM May 14th, 2012cindyfsolomon Q: how can startups implement this process when theres only 1 persondoing #prodmgmt across all phases? #prodmgmttalk -4:43 PM May 14th, 2012brainmates @liz_blink re Apple Launch Checklist - no. But having a checklist that is one ofthe best ways to ensure prod is launch ready #prodmgmttalk -4:43 PM May 14th, 2012VFigatelix A3) what is the standard product process? #waterfall? #agile? #RCooper?#prodmgmttalk -4:44 PM May 14th, 2012cindyfsolomon A: look at white paper section under resources at http://t.co/iRPhL5N6explains differences betw #prodmgmt &#prodmrktg #prodmgmttalk -4:44 PM May 14th, 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
  • 10. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon @VFigatelix 7 phases on #prodmgmt conceive, plan, develop, qualify,launch, market, deliverhttp://t.co/ocjaHfie explained #prodmgmttalk -4:45 PM May 14th, 2012brainmates @280group - it is hard to find people who are great at both product marketingand product management.#prodmgmttalk -4:45 PM May 14th, 2012cindyfsolomon @VFigatelix @the280group has many resources in answer & Brian isspeaking in depth to your question re: how Agile syncs #prodmgmttalk -4:47 PM May 14th, 2012cindyfsolomon RT @brainmates: @280group - it is hard to find people who are great atboth product marketing and product management. #prodmgmttalk -4:48 PM May 14th, 2012brainmates @the280group - 7 phase process on Agile - same process, just smaller chunksmore frequently with minimal documentation. #prodmgmttalk -4:48 PM May 14th, 2012cindyfsolomon Optimal Product Process is a framework that allows for both Agile & Waterfall- its a way to be on the same page in discussing #prodmgmttalk -4:49 PM May 14th, 2012cindyfsolomon Q4 How does innovation come into play in the process? #innovation occursin first phase of the Seven Phase Standard LifeCycle #prodmgmttalk -4:50 PM May 14th, 2012brainmates Q5 What corresponding documents are recommended as best practices tofollow the process?#prodmgmttalk -4:50 PM May 14th, 2012cindyfsolomon A5 First - biz case - is this viable product strategically for our company?competition? core competencies? stats? #prodmgmttalk -4:51 PM May 14th, 2012NolanMatthew RT @brainmates: @280group - it is hard to find people who are great atboth product marketing and product management. #prodmgmttalk -4:51 PM May 14th, 2012brainmates A5) most important is the Business Case it asks and answers the mostimportant questions that will support the idea. #prodmgmttalk -4:51 PM May 14th, 2012cindyfsolomon A5 Second: personas, use cases, actual cust needs, what trying to solve -what cust job to be done - engineer can solve #prodmgmttalk -4:51 PM May 14th, 2012cindyfsolomon Product description or product requirements doc PRD - here is feature thatmaps back to particular need - not tech spec #prodmgmttalk -4:52 PM May 14th, 2012cindyfsolomon PRD is a description of need outlined in Market Needs doc.. 2 other docs:product road map (many ways to depict - themes, etc) #prodmgmttalk -4:53 PM May 14th, 2012ErikaLAndersen RT @brainmates: A5) most important is Business Case: asks/answers mostimportant questions that support idea. #prodmgmttalk -4:53 PM May 14th, 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
  • 11. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon Product Roadmap sketches vision for product in future - roadmap depictshow to get there in steps/paths/releases #prodmgmttalk -4:53 PM May 14th, 2012cindyfsolomon market strategy doc - outlines how to enter market, what channels, UniqueSelling Prop, Pricing Strategy - critical early #prodmgmttalk -4:54 PM May 14th, 2012cindyfsolomon 4 Tactical docs: beta program (early cust) plan - how many customers, whatgoals, how measure success, how know when to ship? #prodmgmttalk -4:54 PM May 14th, 2012cindyfsolomon Product Launch Plan - reaffirm initial thinking from early plan - finalpositioning, what vehicles to reach which target markt #prodmgmttalk -4:55 PM May 14th, 2012brainmates A5) There are 4 strategic documents and 4 tactical documents to be consideredand reviewed. #prodmgmttalk -4:55 PM May 14th, 2012ErikaLAndersen RT @cindyfsolomon: market strategy doc - entering market, whatchannels, Unique Selling Prop, Pricing Strategy; critical early #prodmgmttalk -4:56 PM May 14th,2012cindyfsolomon Marketing Plan - ongoing programs: online, trade shows, press activities,direct mail, email? Realistic actionable tasks to $ #prodmgmttalk -4:56 PM May 14th, 2012cindyfsolomon Time so quick - last question: Q6 How can I implement this process at mycompany to improve our product management? #prodmgmttalk -4:57 PM May 14th, 2012brainmates Q6 How can I implement this process at my company to improve our productmanagement? #prodmgmttalk-4:57 PM May 14th, 2012cindyfsolomon What is best thing to do for #prodmgmt limited resources? emailcontact@280group.com presentation re: why process necessry? #prodmgmttalk -4:58 PM May14th, 2012cindyfsolomon Pitch both peers & director as well as Execs on why a #prodmgmt processwill enable growth & product success (w/o swirl) #prodmgmttalk -4:58 PM May 14th, 2012brainmates A6) 1 - Sell the importance of an effective ProdMgmt to the business, includingpeers, executives and other stakeholders. #prodmgmttalk -4:58 PM May 14th, 2012brainmates Thanks Brain (@the280group) for the fantastic overview of the 7Phase ProductLifecycle Process.#prodmgmttalk -5:00 PM May 14th, 2012ProdMgmtTalk @the280group: Todays twitter stats: 172 tweets generated 294,456impressions, reaching an audience of 20,893 followers #prodmgmttalk -5:04 PM May 14th, 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
  • 12. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Congrats! Winners @the280group books: @erikalandersen @liz_blink@vfigatelix @hillyla @equintanilla @sarah_donovan @PCampUtah #prodmgmttalk -5:08 PM May14th, 2012ProdMgmtTalk Thank you Brian Lawley @the280group for speaking today! Thank you@NickCoster of @brainmates for co-hosting! #prodmgmttalk -5:09 PM May 14th, 2012ProdMgmtTalk Everyone today gets free download: Worldwide Standard ProductManagement LifeCycle Process & Methodologyhttp://t.co/33IfouYQ #prodmgmttalk -5:10 PMMay 14th, 2012ProdMgmtTalk Thank you to our sponsor @AIPMM Please visit http://t.co/0vIDTERK infoabout certification, education, training & membership #prodmgmttalk -5:11 PM May 14th, 2012ProdMgmtTalk Tuesday Webinar: Overhaul Your User Interface Without Upsetting Usershttp://t.co/kejie6K8 @the280group @Macadamian @AIPMM #prodmgmttalk -5:12 PM May 14th,2012ProdMgmtTalk Wednesday webinar: European #ProdMgmt Certificationhttp://t.co/CjO12BD4 benefits, course, exam options- worldwide standard#prodmgmttalk -5:13 PM May 14th, 2012Thank you @AIPMM for sponsoring #ProdMgmtTalk!Thank you Brian Lawley @the280group for SPEAKING today! Thank you Nick Coster@NickCoster of @brainmates for co-hosting!Thank you tweeters! @equintanilla @cindyfsolomon @ErikaLAndersen @brainmates @roadmapwarrior@AIPMM @liz_blink @vfigatelix @hillyla @sarah_donovan @nolanmatthew @pcamputah @nickcoster@the280group @melissa280_saysToday’s stats: Todays stats: 172 tweets generated 294,456 impressions, reaching anaudience of 20,893 followersJoin us next week May 21, 2012 @prodmgmttalk #prodmgmttalk with Leon Malalel@LeonMalalel Product management expert, consultant, trainer and speaker _______________________________________________________________________________________________ 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
  • 13. Transcript from May 14, 2012: Global Product Management Talk Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books Seven Phase Standard Product LifeCycle MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr 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 #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/ 13

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