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Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany
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Feb 6: The Marketing Side of Agile: Secrets For Success w/ Ron Brown @browncompany

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  • 1. Transcript from Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr Ron Brown, CEO & Author spoke about Secrets Leading Companies Know That You Probably Dont At The Global Product Management Talk On Twitter on February 6, 2012 using the hashtag #prodmgmttalk. The 5 most active tweeters today received Ron’s book, Anticipate. The Architecture of Small Team Innovation and Product Success “Im really looking forward to my discussion with the Global Product Management Talk community using Twitter," said Ronald Brown, Managing Partner at Brown & Company LLC. "What could be faster and more efficient?"INTROLeading companies bring in over twice the revenue from new products as their less-successful peers. What dothey know that the rest of us do not?Successful companies spend much more time figuring out how to be more innovative. Small Agile developmentteams have emerged as a cornerstone strategy - their organizational design, which encourages discovery,experimentation, and self-governance, produces significant benefits, not least of which is speed. When Agileteams are employed, parent companies (or investors) get more innovation attempts per dollar. But in leadingcompanies, Agile-like teams are only the start, not the end, of the pursuit of innovation. New productdevelopment leaders have recognized that Agile teams still lack critical knowledge about what makes productssuccessful from a marketing standpoint. No surprise; these Agile teams are made up of developers, who aremostly engineers.Each week, The Global Product Management Talk is a real time event featuring an expert guest speaker whoasks questions of the participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast theiraudio comments over BlogTalkRadio. The transcript of Tweets and podcast are available after the live eventonline and as a mobile application in the Android and iTunes marketplaces.  Podcast: http://bit.ly/yzWgcb  Links: http://bit.ly/zYROOeThis event occurred on the year anniversary of the first Global Product Management Talk. It was sponsoredby the AIPMM, The Association of International Product Marketing and Management (AIPMM)http://www.aipmm.com_______________________________________________________________________________________________ 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrQUESTIONS FOR DISCUSSIONQ1 Please introduce yourself, where you are tweeting from & your involvement w/ #prodmgmt #prodmgmttalkQ2 What is the definition of a "leading company"?Q3 How do Agile teams fit into their strategy?Q4 What is the most important skill a developer can have?Q5 How do you determine what customers need?Q6 What is the most important business skill for the 21st century?Q7 What is the reason Agile is gaining in popularity in large companies?Q8 Where do you look for ideas internally?Q9 What is the "surprise element" of business models?TWEET CHRONOLOGYJoin 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/8WzU7LSfCant participate on Twitter? Listen to the podcast! Follow Us on BlogTalkRadio http://t.co/rgVn1HbNPut it on your calendar! #prodmgmt Speaker Schedule (through April!) http://t.co/xJ9kLkSbWhat is the Global Product Management Talk? http://t.co/WxgIN6OzWhen is the best time/day for you to participate on Twitter? http://t.co/Wzt7Lb96ProdMgmtTalk Mrktg Side of Agile @edbeaux @johnnewbury_ @johnpeltier @brioneja @rcauvin PlsNote Time for #prodmgmttalkhttp://t.co/Bt1fwOET #prodmgmt -7:11 PM Feb 5th, 2012nickcoster RT @brainmates: Tomorrow marks 1 year anniversary of#prodmgmttalk - a global discussionforum abt #prodmgmt. Join us at 9AM Sydney 7 Feb on Twitter. -7:44 PM Feb 5th, 2012paulalexgray RT @brainmates: Tomorrow marks 1 year anniversary of #prodmgmttalk - a global discussionforum abt #prodmgmt. Join us at 9AM Sydney 7 Feb on Twitter. -7:47 PM Feb 5th, 2012ProdMgmtTalk Thanks for RTs! @paulalexgray @brainmates Look forward to @nickcoster co-hosting &chance to win book!http://t.co/clkLh4aY #prodmgmttalk -8:10 PM Feb 5th, 2012brainmates @mishymash Thanks very much. Its been a lot of fun co-hosting #prodmgmttalkwith @cindyfsolomon -9:13 PM Feb 5th, 2012product_anon congrats!! RT @brainmates: Tomorrow marks 1 year anniv of #prodmgmttalk - a globaldiscussion forum abt#prodmgmt. 9AM Sydney 7 Feb -4:40 AM Feb 6th, 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/ 2
  • 3. Transcript from Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Global Product Management Talk thanks @AIPMM sponsoringtodays @ProdMgmtTalk w/ @browncompany http://t.co/3h7bntqq @plancast #prodmgmttalk -10:11 AMFeb 6th, 2012ProdMgmtTalk Please welcome http://t.co/58WifxYj who joins #ProdMgmtTalk as a sponsor in celebrationof 1 year birthday! -11:53 AM Feb 6th, 2012johnnewbury_ Any UK product managers out there fancy a nightcap? 10pm GMT - Join The Marketing Sideof #Agile#ProdMgmttalk http://t.co/WxqNLo0h -12:07 PM Feb 6th, 2012ProdMgmtTalk @anish337 Try this link: The Marketing Side of #Agile #ProdMgmttalkhttp://t.co/e4lQ3d8s #prodmgmt w/@browncompany #prodmgmttalk -12:42 PM Feb 6th, 2012ProdMgmtTalk @johnnewbury_ Participants get mentioned in podcast http://t.co/e4lQ3d8s & entered towin book! ttp://t.co/clkLh4aY #prodmgmt #prodmgmttalk -12:45 PM Feb 6th, 2012errandmanagers RT @ProdMgmtTalk: Youre mentioned! @mjm_pm @johnnewbury_ @Beta_Boy@errandmanagers Podcast re: New Class Of B2B prodmgmt #prodmgmttalk http://t.co/rENlh4Vx -12:49PM Feb 6th, 2012aipmm Happy 1 Year birthday Global Product Management Talk!#prodmgmt Delighted to sponsor TheMarketing Side of Agile today! #prodmgmttalk -1:46 PM Feb 6th, 2012ProdMgmtTalk For todays chat, pls follow spkr Ron Brown@browncompany co-host @nickcoster & @cindyfsolomon & todays sponsor @aipmm #prodmgmttalk -1:51 PM Feb 6th, 2012aipmm Resources for todays talk http://t.co/D89rysHq #prodmgmtMarketing Side ofAgile #prodmgmttalk -1:57 PM Feb 6th, 2012ProdMgmtTalk Todays co-host @nickcoster of @brainmates joins @cindyfsolomonand @browncompany to discuss Marketing Side of Agile #prodmgmt #prodmgmttalk -1:59 PM Feb 6th,2012johnnewbury_ Congratulations @cindyfsolomon @prodmgmttalk - 1 year ofgreat #prodmgmttalk #prodmgmttalk -2:03 PM Feb 6th, 2012ProdMgmtTalk RT @johnnewbury_: Congratulations @cindyfsolomon@prodmgmttalk - 1 year ofgreat #prodmgmttalk #prodmgmttalk-2:05 PM Feb 6th, 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
  • 4. Transcript from Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrbrainmates Please join me for our weekly Product Management Talk at http://t.co/ld4cw6yG (there will bemany tweets).#prodmgmttalk -2:09 PM Feb 6th, 2012ProdMgmtTalk Q1 Please introduce yourself, where you are tweeting from & your involvementw/ #prodmgmt #prodmgmttalk#prodmgmttalk -2:09 PM Feb 6th, 2012brainmates @brainmates - Tweeting from Sydney Australia where the summer weather could be better.(raining outside)#prodmgmttalk -2:11 PM Feb 6th, 2012ProdMgmtTalk Todays speaker @browncompany wrote book Anticipate. The Architecture of Small TeamInnovation and Product Success #prodmgmt #prodmgmttalk -2:11 PM Feb 6th, 2012ProdMgmtTalk Todays prolific tweeters can win a signedbook!http://t.co/LPK2041i #prodmgmt #Agile #prodmgmttalk -2:12 PM Feb 6th, 2012johnnewbury_ A1 John from Leicestershire (call it Lestersheer!), UK, Product Manager for non-techproduct manufacturer#prodmgmttalk -2:12 PM Feb 6th, 2012ProdMgmtTalk Welcome to our speaker @browncompany successful startup CEO with an extensivebackground in technology and consumer marketing #prodmgmttalk -2:12 PM Feb 6th, 2012ProdMgmtTalk RT @brainmates: @brainmates - Tweeting from Sydney Australia where the summerweather could be better. (raining outside) #prodmgmttalk -2:12 PM Feb 6th, 2012ProdMgmtTalk @browncompany discussing Agile Manifestohttp://t.co/e4lQ3d8s #prodmgmt effortsdesigned to move quickly & lead w/customer in #prodmgmttalk -2:13 PM Feb 6th, 2012brainmates @browncompany Does the agile methodology extend beyond the development team in yourmodel? #prodmgmttalk -2:13 PM Feb 6th, 2012ProdMgmtTalk Companies outside software incl. hardware are investigating #Agile concepts = customerfirst, accomodate changes quickly #prodmgmttalk -2:14 PM Feb 6th, 2012ProdMgmtTalk RT @brainmates: @browncompany Does the agile methodology extend beyond thedevelopment team in your model?#prodmgmttalk -2:14 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @nickcoster of @brainmates discussing #Agile teams & methodologies #prodmgmttalk -2:15 PM Feb 6th, 2012ProdMgmtTalk Q2 What is the definition of a "leading company"?#prodmgmttalk -2:15 PM Feb 6th, 2012ProdMgmtTalk @browncompany defines leading company as generates >$ from NEW products togrow #innochat #innovation#prodmgmttalk -2:15 PM Feb 6th, 2012brainmates @browncompany Agile is a way of thinking as much as a collection of specificmethodologies. #prodmgmttalk -2:16 PM Feb 6th, 2012Beta_Boy @ProdMgmtTalk Richard from Sydney #prodmgmttalk -2:16 PM Feb 6th, 2012ProdMgmtTalk Look at how much revenue company gets from NEW products for Metrics on leadingcompanies - X2 compared to non-leading #prodmgmttalk -2:16 PM Feb 6th, 2012ProdMgmtTalk RT @Beta_Boy: @ProdMgmtTalk Richard from Sydney #prodmgmttalk -2:16 PM Feb 6th,2012brainmates @Beta_Boy Hi there Richard, thanks for joining.#prodmgmttalk -2:17 PM Feb 6th, 2012ProdMgmtTalk Welcome @Beta_Boy @AIPMM ! Todays questions &resources http://t.co/3rkylfCH #prodmgmttalk -2:17 PM Feb 6th, 2012johnnewbury_ A2 Were measuring the KPI innovation as % of sales that @browncompany mentioned - lessfocus on traditional measurements #prodmgmttalk -2:17 PM Feb 6th, 2012ProdMgmtTalk Thank you @AIPMM for sponsoring todays event in honor of our 1 yearbirthday! http://t.co/jTMSC7e5 #prodmgmttalk-2:18 PM Feb 6th, 2012ProdMgmtTalk RT @johnnewbury_: A2 measuring KPI innovation as % ofsales @browncompany mentioned - less focus on traditional measurements #prodmgmttalk -2:18 PM Feb6th, 2012ProdMgmtTalk #Agile = innovation = leading/healthy companies basic structure ofapproach #prodmgmttalk -2:19 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrbrainmates @browncompany Agile is a pathway to innovation as it focuses on delivering new products tomarket. #prodmgmttalk -2:19 PM Feb 6th, 2012ProdMgmtTalk @johnnewbury_ @browncompany says YES, be all/end all for most companies to measurenew products.#prodmgmttalk -2:20 PM Feb 6th, 2012ProdMgmtTalk Leading companies those that lead in innovation, productive innovation turn into realproducts purchased by customers w/ROI #prodmgmttalk -2:20 PM Feb 6th, 2012ProdMgmtTalk You can hear us live! http://t.co/e4lQ3d8s#prodmgmt #prodmgmttalk -2:21 PM Feb 6th,2012ProdMgmtTalk Q3 How do Agile teams fit into their strategy?#prodmgmttalk -2:21 PM Feb 6th, 2012imusicmash @johnnewbury_ @browncompany how is "innovation" calculated in that innovation as % ofsales metric? #prodmgmttalk-2:21 PM Feb 6th, 2012ProdMgmtTalk Agile Teams are main ingredient - how they organize, focus, stay on track, role of Snr Mgmt,how they evaluate performance... #prodmgmttalk -2:21 PM Feb 6th, 2012brainmates @browncompany Agile helps deliver Real Innovation" by stoking the innovation funnel fasterand learning from the market.#prodmgmttalk -2:21 PM Feb 6th, 2012ProdMgmtTalk Welcomd @imusicmash! #prodmgmttalk -2:22 PM Feb 6th, 2012ProdMgmtTalk @imusicmash Ans from @browncompany #innovationis component of successful product;how many new products & how successful? #prodmgmttalk -2:23 PM Feb 6th, 2012johnnewbury_ @imusicmash e.g. how many $$$ sales are generated from products launched in the last 24months compared to $$$ total sales #prodmgmttalk -2:23 PM Feb 6th, 2012ProdMgmtTalk @imusicmash function of new product sales - lots of definitions for innovation - inbook http://t.co/LPK2041i#prodmgmttalk -2:23 PM Feb 6th, 2012ProdMgmtTalk RT @johnnewbury_: @imusicmash e.g. how many $$$ sales generated from productslaunches last 24 months compared $$$ total sales #prodmgmttalk -2:24 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Lots of Apple examples - 3M, Google, lots of companies innovative - Mgmt decidesinnovative if generate sales & new markets #prodmgmttalk -2:24 PM Feb 6th, 2012ProdMgmtTalk @johnnewbury_ @browncompany agrees! Exactly - obviously for Apple more than justiPhone - transformed from computer to phone.. #prodmgmttalk -2:25 PM Feb 6th, 2012brainmates @johnnewbury The assumption here is that a new product = Innovation. Ron, is this what youare saying?#prodmgmttalk -2:25 PM Feb 6th, 2012ProdMgmtTalk Q3 How do Agile teams fit into the leading companies strategy? #prodmgmttalk -2:25 PMFeb 6th, 2012ProdMgmtTalk A3 because of success of #Agile in startups - lrg cos not usually good at innovation...alth SnrMgmt values#innovation - gap #prodmgmttalk -2:26 PM Feb 6th, 2012brainmates @browncompany "Large companies are not good at innovation, but they want tobe." #prodmgmttalk -2:26 PM Feb 6th, 2012ProdMgmtTalk #innovation always desired by Large Cos - but not good - try to emulate tech centerslike #SV - they want #Agileteams... #prodmgmttalk -2:27 PM Feb 6th, 2012ProdMgmtTalk Part of being #Agile in large company - given fair amt of autonomy - must be able to figure itout w/o micromgmt#prodmgmttalk -2:27 PM Feb 6th, 2012hanneshelander @hanneshelander joining from a Shanghai just waking up. #prodmgmttalk -2:28 PM Feb6th, 2012ProdMgmtTalk @nickcoster is asking - in terms of use of #Agile - using it as verb priorto #Agile movement #prodmgmttalk -2:28 PM Feb 6th, 2012johnnewbury_ True value of agile team in large cos is allowing innovation to progress fast enough to meetcorp/shareholder payback demands #prodmgmttalk -2:28 PM Feb 6th, 2012ProdMgmtTalk Welcome back @hanneshelander delighted to have you join us with your morningcoffee! http://t.co/3rkylfCH#prodmgmttalk -2:29 PM Feb 6th, 2012ProdMgmtTalk RT @johnnewbury_: True value of agile in large cos is allowing innovation fast enough tomeet corp/shareholder payback demand #prodmgmttalk -2:29 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Large companies equate #Agile with being entrepreneurial - @browncompany says it helpsthem emulate small startup teams #prodmgmttalk -2:29 PM Feb 6th, 2012ProdMgmtTalk If Agile has 3 legs to stool - 1. speed 2. willing to respond to unforseen obstacles 3.committed to customers for answers #prodmgmttalk -2:30 PM Feb 6th, 2012ProdMgmtTalk This is how Senior Managers understand #Agile - applies to even non-products #prodmgmttalk -2:30 PM Feb 6th, 2012ProdMgmtTalk Q4 What is the most important skill a developer can have? #prodmgmttalk -2:31 PM Feb6th, 2012ProdMgmtTalk @browncompany says IBM study end of 2010 re: 1500 CEOs survey 30 industries 60countries study - What most critical need? #prodmgmttalk -2:32 PM Feb 6th, 2012brainmates @browncompany "Agile Pilllars - Built for Speed / Embracing change / Testing with RealCustomers" #prodmgmttalk-2:32 PM Feb 6th, 2012ProdMgmtTalk Result of study - above anything, Need Creativity for future! Most important skill fordevelopers - Creativity! Engineers are! #prodmgmttalk -2:32 PM Feb 6th, 2012Beta_Boy RT @brainmates: @browncompany "Agile Pilllars - Built for Speed / Embracing change / Testingwith Real Customers"#prodmgmttalk -2:33 PM Feb 6th, 2012johnnewbury_ A4 - Most important skill for the agile developer? Creativity. Quoted from IBM study, 2010via @browncompany#prodmgmttalk -2:33 PM Feb 6th, 2012ProdMgmtTalk Engineers trained in critical analysis thinking skills vs. creative thinking skills - Agile teamsneed support, tools, freedom#prodmgmttalk -2:34 PM Feb 6th, 2012brainmates @browncompany Creative Developers - solution creative or Problemcreative? #prodmgmttalk -2:34 PM Feb 6th, 2012ProdMgmtTalk Most creative teams are the most successful - creativity needs to be unleashed. Developershave or not - may have suppressed #prodmgmttalk -2:34 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @nickcoster says #prodmgmt think problem/solution & straddle both sides -#prodmgmttalk -2:35 PM Feb 6th, 2012ProdMgmtTalk Does Agile developer embrace both sides?@browncompany says YES - must stay close tocustomer to solve relevant problems #prodmgmttalk -2:35 PM Feb 6th, 2012ProdMgmtTalk BBDO created "problem detection study" in early 70s - prior used focus groups & askedquestions - not good input...#prodmgmttalk -2:36 PM Feb 6th, 2012ProdMgmtTalk @browncompany says #Agile dev is as much about finding the problem as finding solutionsince customers may not know what it is #prodmgmttalk -2:38 PM Feb 6th, 2012johnnewbury_ How often does this actually happen?RT@Prodmgmttalk Agile teams need support, tools,freedom to be creative via @browncompany #prodmgmttalk -2:39 PM Feb 6th, 2012ProdMgmtTalk Diff between Agile developer & Agile Team - role of developer is creative solutions & alsoattune to customer problems#prodmgmttalk -2:39 PM Feb 6th, 2012hanneshelander I found another useful approach is "Job-To-Be-Done" as introduced by @ulwick and@claychristensen. Works fine with Agile. #prodmgmttalk -2:40 PM Feb 6th, 2012ProdMgmtTalk #PRodmgmt has to be part of #Agile development team says @browncompany i.e. infinance - unit charted w/innovative product dev #prodmgmttalk -2:41 PM Feb 6th, 2012brainmates @browncompany "The Product Manger needs to be part of the broader Agileteam."#prodmgmttalk -2:41 PM Feb 6th, 2012ProdMgmtTalk @browncompany says problem w/ #Agile - developed by engineers in reaction butcorporations dont provide right tools for teams #prodmgmttalk -2:42 PM Feb 6th, 2012brainmates @hanneshelander I also love the @ulwik methodology for describing jobs, needs opportunities.#prodmgmttalk -2:43 PM Feb 6th, 2012ProdMgmtTalk MRDs can be 50 pgs documented - never completed always iterating - need doc toolsfor #Agile environment (Atlassian...) #prodmgmttalk -2:43 PM Feb 6th, 2012Beta_Boy #prodmgmttalk easy for Agile teams to lose sight of Customer problem during implementationand development (Prod Mgr to keep it on point) -2:44 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @browncompany says tools may be too sophisticated for non-software developmentproduct teams...#prodmgmttalk -2:44 PM Feb 6th, 2012ProdMgmtTalk Agencies use 1 page document called "creative brief" suggests implementing brevity torestrict & force prioritization #prodmgmttalk -2:45 PM Feb 6th, 2012brainmates RT @Beta_Boy: Easy for Agile teams to lose sight of Cust probl during implementation and dev(Prod Mgr to keep it on point) #prodmgmttalk -2:45 PM Feb 6th, 2012ProdMgmtTalk Mgmt must define vision but #Agile must figure out how to create the product to achievethe vision - hands off mgmt!#prodmgmttalk -2:45 PM Feb 6th, 2012hanneshelander We need to have tight and Agile working topmgmt-prodmgmt-devteams. #prodmgmttalk -2:46 PM Feb 6th, 2012Beta_Boy #prodmgmttalk Amazon start by writing a press release, listing benefits to the customer, build tothe press releasehttp://t.co/paaw74WA -2:46 PM Feb 6th, 2012ProdMgmtTalk @browncompany likes "Job To be Done" on single page serves team - someone needs toknow # & details - not dev to start #prodmgmttalk -2:46 PM Feb 6th, 2012Beta_Boy RT @hanneshelander: We need to have tight and Agile working topmgmt-prodmgmt-devteams. #prodmgmttalk -2:47 PM Feb 6th, 2012ProdMgmtTalk @hanneshelander speaker @browncompany agrees with Job to be Done approach! shadesof grey - but MRDs too complex #prodmgmttalk -2:47 PM Feb 6th, 2012ProdMgmtTalk Often confusion betw what biz wants (biz problem) vs what customer problem is (customerproblem) says @nickcoster#prodmgmttalk -2:48 PM Feb 6th, 2012Beta_Boy #prodmgmttalk Market info and strategy should come from marketing, prod mgr work onsolution, Agile team work on delivery IMO -2:48 PM Feb 6th, 2012ProdMgmtTalk RT @Beta_Boy:Amazon starts by writing a pr listing benefits to the customer, build to thepress releasehttp://t.co/OnPejutk #prodmgmttalk -2:48 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrbrainmates @browncompany "dont restrict the creativity of the agile developers. Clearly state the job tobe done an let go."#prodmgmttalk -2:49 PM Feb 6th, 2012ProdMgmtTalk Did we already answer: Q5 How do you determine what customers need? #prodmgmttalk -2:49 PM Feb 6th, 2012ProdMgmtTalk Q6 What is the most important business skill for the 21st century? #prodmgmttalk -2:49 PMFeb 6th, 2012nickcoster RT @Beta_Boy: #prodmgmttalk Amazon start by writing a press release, listing benefits to thecustomer, build to the press release http://t.co/paaw74WA -2:49 PM Feb 6th, 2012Beta_Boy #prodmgmttalk, innovation and creativity still needs to be focused on the customer problem.Needs to be clear and concise. For team and cust -2:49 PM Feb 6th, 2012johnnewbury_ Absolutely @Beta_Boy Market info & strategy should come from marketing, prod mgr workon solution, Agile team work on delivery #prodmgmttalk -2:50 PM Feb 6th, 2012ProdMgmtTalk Benefits over product features! (but we love developing new features =fun!) #prodmgmttalk -2:50 PM Feb 6th, 2012ProdMgmtTalk A startup teams decks have info about market - but once agree on opptnity - then focus onproblem more than market in SV #prodmgmttalk -2:51 PM Feb 6th, 2012ProdMgmtTalk @browncompany agrees with @Bet_Boy and@johnnewbury_ #prodmgmttalk -2:51 PM Feb6th, 2012ProdMgmtTalk Q7 What is the reason Agile is gaining in popularity in large companies? #prodmgmttalk -2:52 PM Feb 6th, 2012ProdMgmtTalk @browncompany agreeswith @Beta_Boy and@johnnewbury_ #prodmgmt #prodmgmttalk -2:52 PM Feb 6th, 2012johnnewbury_ RT @Beta_Boy: Market info and strategy should come from marketing, prod mgr work onsolution, Agile team work on delivery IMO #prodmgmttalk -2:52 PM Feb 6th, 2012ProdMgmtTalk A7 used to be companies would acquire solution w/traction - but lrge companies trying tobe > #innovation #prodmgmttalk -2:53 PM Feb 6th, 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 Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrBeta_Boy #prodmgmttalk Q7 Speed to market is critical, competition is fierce, Agile can get you across theline -2:53 PM Feb 6th, 2012ProdMgmtTalk Its fadish to talk about #Agile - theyre serious & its been popular for >3 years - not allsuccessful implementation#prodmgmttalk -2:53 PM Feb 6th, 2012nickcoster A6 I believe that the most important business skill is IMAGINATION. It supports the Problem side"of equation.#prodmgmttalk -2:54 PM Feb 6th, 2012ProdMgmtTalk IF the answer to question - "How to be >competitive?" is "innovation products" Agileprovides that best #prodmgmttalk -2:54 PM Feb 6th, 2012nickcoster A6 Creativity supports the Solution side of the product.#prodmgmttalk -2:54 PM Feb 6th, 2012saeedwkhan @ProdMgmtTalk a7 -- Agile is the shiny new (but not really that new) thing and who doesntwant to be "Agile". :-) #prodmgmttalk -2:55 PM Feb 6th, 2012johnnewbury_ A7 - Large cos recognise that traditional development approaches under deliver -using #agile now to improve the strike rates #prodmgmttalk -2:55 PM Feb 6th, 2012ProdMgmtTalk Once offshore dev in China avail - all mfg went there - no cost savings advantage:ClayChristenson only cost ldrship & innov #prodmgmttalk -2:55 PM Feb 6th, 2012hanneshelander A6 - I would like to add EMPATHY as a critical skill. It support truly understanding thepainpoints of the customer or user. #prodmgmttalk -2:55 PM Feb 6th, 2012ProdMgmtTalk Welcome @saeedwkhan ! #prodmgmttalk -2:55 PM Feb 6th, 2012saeedwkhan Here here! RT nickcoster: A6 Creativity supports the Solution side of theproduct. #prodmgmttalk -2:56 PM Feb 6th, 2012johnnewbury_ A7 - Traditional prod development approach not delivering shareholder returns fast enoughto be acceptable -#agile = fastrack #prodmgmttalk -2:56 PM Feb 6th, 2012ProdMgmtTalk Imagination allows you to imagine solving impossible products - then creativity enablesworking to solve #prodmgmttalk-2:56 PM Feb 6th, 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
  • 13. Transcript from Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrsaeedwkhan @prodmgmttalk A7 Its very imp. to differentiate between Agile process & Agile culture.process w/o culture = fail#prodmgmttalk -2:57 PM Feb 6th, 2012ProdMgmtTalk Creative experts draw distinction betw imagination & ideas - Seeing big picture, identifyingdirection & vision important!#prodmgmttalk -2:57 PM Feb 6th, 2012saeedwkhan Agreed! RT hanneshelander: A6 - I would like to add EMPATHY as a criticalskill. #prodmgmttalk -2:58 PM Feb 6th, 2012ProdMgmtTalk Note - coming to end of hour but will continue to answer questions! Q8 Where do you lookfor ideas internally?#prodmgmttalk -2:58 PM Feb 6th, 2012Beta_Boy Q8 always customer services (I love hearing why people are no longercustomers) #prodmgmttalk -2:59 PM Feb 6th, 2012ProdMgmtTalk @saeedwkhan speaker responding - "having freedom to fail big part of Agile culture"freedom to experiment necessary#prodmgmttalk -2:59 PM Feb 6th, 2012brainmates RT @saeedwkhan: A7 Its very imp. to differentiate between Agile process & Agile culture.process w/o culture = fail (agree) #prodmgmttalk -2:59 PM Feb 6th, 2012ProdMgmtTalk RT @saeedwkhan: @prodmgmttalk A7 Its very imp. to differentiate betw Agile process &Agile culture. process w/o culture = fail #prodmgmttalk -2:59 PM Feb 6th, 2012ProdMgmtTalk Dont know how fast new product will gain traction. More innovative - more risk - must beable to try #prodmgmttalk-2:59 PM Feb 6th, 2012ProdMgmtTalk RT @Beta_Boy: Q8 always customer services (I love hearing why people are no longercustomers) #prodmgmttalk -3:00 PM Feb 6th, 2012saeedwkhan @ProdMgmtTalk A8 - Ideas are rarely found internally. Must look to potential users or marketfor problems to be solved#prodmgmttalk -3:00 PM Feb 6th, 2012ProdMgmtTalk @browncompany A8 ideas all over company incl. customers! #prodmgmttalk -3:00 PM Feb6th, 2012brainmates Need a culture where failure = Learning and improvement. This supports an Agileteam. #prodmgmttalk -3:00 PM Feb 6th, 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
  • 14. Transcript from Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @browncompany walks around lrg companies & hears great ideas never implemented bec.of corp culture inability to give freedom #prodmgmttalk -3:01 PM Feb 6th, 2012johnnewbury_ A8 - Suppliers can be a valuable, and often underutilised, source of innovationideas. #prodmgmttalk -3:01 PM Feb 6th, 2012ProdMgmtTalk Often handful of ideas inside companies shld be dev immediately - can get ideaseverywhere says @browncompany Davincis notes #prodmgmttalk -3:02 PM Feb 6th, 2012ProdMgmtTalk @browncompany wants engineers to be allowed to be more creative in largecompanies... #prodmgmttalk -3:02 PM Feb 6th, 2012Beta_Boy RT @brainmates: Need a culture where failure = Learning and improvement. This supports anAgile team. #prodmgmttalk -3:02 PM Feb 6th, 2012ProdMgmtTalk @browncompany ex. supplier innovation = Toyota worked w/outside suppliers to build carbiz after WWII#prodmgmttalk -3:04 PM Feb 6th, 2012saeedwkhan @MarketingMel Having iterations and burndown charts are not meaningful if you need 6months to address a 3 day feature. #prodmgmttalk -3:04 PM Feb 6th, 2012ProdMgmtTalk Discussing examples of big corps getting ideas from franchisees & suppliers - indeed - it allcomes from customer interaction #prodmgmttalk -3:04 PM Feb 6th, 2012ProdMgmtTalk Q9 What is the "surprise element" of business models? #prodmgmttalk -3:05 PM Feb 6th,2012ProdMgmtTalk A9 Biz models have 2 parts - 1 is financial 2 is story of product...2nd part not thought ofusually. Joan MacGredda...#prodmgmttalk -3:06 PM Feb 6th, 2012brainmates Thanks everyone. It has been a great chat today and one where there are a lot of greatopportunities to embrace innovation. #prodmgmttalk -3:06 PM Feb 6th, 2012ProdMgmtTalk Harvard innovation initiative - biz model framework for developing product story alwaysmissing & important - need new disc #prodmgmttalk -3:06 PM Feb 6th, 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
  • 15. Transcript from Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrhanneshelander One more important Agile principle before the talk is finished! Constant learning andimprovement of how you do things. #prodmgmttalk -3:07 PM Feb 6th, 2012ProdMgmtTalk Bottom line - how you talk about a product is as important as the productitself! #prodmgmttalk -3:07 PM Feb 6th, 2012ProdMgmtTalk Thanks every1 for your participation! Unedited transcript will be postedhere: http://t.co/AljTZhl3 #prodmgmttalk-3:10 PM Feb 6th, 2012ProdMgmtTalk Todays winners: @johnnewbury_ @beta_boy @saeedwkhan @hanneshelander@aipmm of @browncompany signed book! #prodmgmttalk -3:12 PM Feb 6th, 2012ProdMgmtTalk Thank you to todays sponsor @AIPMM please check out upcoming webinar on ProdBokhttp://t.co/jTMSC7e5 #prodmgmt #prodmgmttalk -3:14 PM Feb 6th, 2012ProdMgmtTalk Thank you @browncompany for speaking! Please come back to discuss in more depth allpoints we just touched upon! #prodmgmttalk -3:15 PM Feb 6th, 2012ProdMgmtTalk Today marks our 2nd year! Converse with us #prodmgmttalk http://t.co/y07kOGpk FollowUs on BlogTalkRadio http://t.co/rgVn1HbN #prodmgmttalk -3:16 PM Feb 6th, 2012ProdMgmtTalk Like Us on Facebook http://t.co/ppUFX3Kv Join Us onLinkedIn http://t.co/2SwZRb9y Speaker Schedule http://t.co/xJ9kLkSb #prodmgmttalk -3:17 PM Feb 6th,2012ProdMgmtTalk iTunes http://t.co/j02YmpOL Android App http://t.co/4owvOjDzNewsletter http://t.co/3bSifQnj Recaps http://t.co/Vpu05U2Z #prodmgmttalk -3:17 PM Feb 6th, 2012ProdMgmtTalk Congratulations! @johnnewbury_ @beta_boy @saeedwkhan @hanneshelander winners ofbook http://t.co/r4NcfewB #prodmgmttalk -3:19 PM Feb 6th, 2012ProdMgmtTalk RT @hanneshelander: One more important Agile principle: Constant learning andimprovement of how you do things ! #prodmgmttalk -3:21 PM Feb 6th, 2012ProdMgmtTalk @browncompany shared 10 Proven Strategies of High-Performance Teams [INFOGRAPHIC]http://t.co/54mGhXj4 #prodmgmt #innochat #prodmgmttalk -3:34 PM Feb 6th, 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
  • 16. Transcript from Feb 6, 2012: Global Product Management Talk Ron Brown, CEO & Author @browncompany The Marketing Side of Agile: Secrets For Success MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrThank you Ron Brown @browncompany for SPEAKING today! Thank you Nick Coster @brainmates for co-hosting!Todays stats: 185 tweets generated 238,690 impressions, reaching an audience of 19,250 followersJoin us next week Feb 13 for Fallacious Product Management w/ Travis Jensen @softwaremaven Global Product Management TalkTM is a weekly mini-product camp Socratic discussionof 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_______________________________________________________________________________________________ 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

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