Building Market Authority with Jim Holland transcript

#prodmgmttalkwthashtag.com/prodmgmttalk Transcript from February 21, 2011 to February 21, 2011<br />All times are Pacific Time<br /> February 21, 2011 2:23 am brainmates: Join @cindyfsolomon, @jim_holland weekly #prodmgmttalk 10 AM Sydney time tomorrow. Topic: Building Market Authority http://bit.ly/hYnGiQ 5:43 am bradlytaylor: RT @brainmates: Join @cindyfsolomon, @jim_holland weekly #prodmgmttalk 10 AM Sydney time tomorrow. Topic: Building Market Authority http://bit.ly/hYnGiQ 9:46 pm brainmates: [ACT] My fav day of week. #prodmgmttalk at 10AM. This week we have @jim_holland leading discussion on building mkt authority 10:11 pm cindyfsolomon: RT @leonardkish: RT @brainmates: Join @cindyfsolomon, @jim_holland on weekly #prodmgmttalk. This week all abt Building Market Authority http://bit.ly/hYnGiQ 10:15 pm ProdMgmtTalk: RT @MikeBoudreaux: RT @onpm: Join @saeedwkhan and @jim_holland on Twitter for upcoming #prodmgmt talks http://wp.me/pXBON-285 #prodmgmttalk (@prodmgmttalk) 10:15 pm ProdMgmtTalk: RT @awarmstrong: RT @onpm @prodmgmttalk ? Join @saeedwhan and @jim_holland on Twitter for upcoming #prodmgmt talks http://wp.me/pXBON-285 #prodmgmttalk 10:31 pm nickcoster: We just added the talk to the brainmates newsletter. Short notice but lets see who turns up! #prodmgmttalk 10:31 pm equintanilla: RT @leonardkish: @brainmates: Join @cindyfsolomon, @jim_holland on #prodmgmttalk. This week: Building Market Authority http://bit.ly/hYnGiQ 10:40 pm brainmates: We're starting soon! @jim_holland to lead us on Building Market Authority #prodmgmttalk 10:50 pm ProdMgmtTalk: RT @brainmates: We're starting soon! @jim_holland to lead us on Building Market Authority #prodmgmttalk 10:52 pm ProdMgmtTalk: @equintanilla @leonardkish @brainmates: Join @cindyfsolomon @jim_holland Building Market Authority http://bit.ly/hYnGiQ #prodmgmttalk 10:57 pm ProdMgmtTalk: Skyping with Adrienne @brainmates @sehlhorst Starting soon! http://www.twebevent.com/prodmgmttalk #prodmgmttalk 10:58 pm ProdMgmtTalk: Today's Focus: Building Market Authority Review Questions http://on.fb.me/fT1kvs #prodmgmttalk 10:58 pm sehlhorst: RT @Jim_Holland: RT @ProdMgmtTalk: RT @brainmates: We're starting soon! @jim_holland to lead us on Building Market Authority #prodmgmttalk 11:00 pm ProdMgmtTalk: Welcome @Jim_Holland to our Skype background audio during the talk! #prodmgmttalk 11:01 pm brainmates: RT @ProdMgmtTalk: Welcome @Jim_Holland to our Skype background audio during the talk! #prodmgmttalk 11:01 pm rcauvin: To follow the @ProdMgmtTalk discussion starting now, do a real-time search on the #prodmgmttalk hash tag. #prodmgmt 11:02 pm brainmates: RT @rcauvin: To follow the @ProdMgmtTalk discussion starting now, do real-time search on the #prodmgmttalk hash tag. #prodmgmt #prodmgmttalk 11:02 pm sehlhorst: If you're using tweetchat.com - don't forget to change the refresh speed to 5sec #prodmgmttalk 11:02 pm ProdMgmtTalk: Ta da!!!! The time has come for our 3rd weekly Global Management Talk discussion! Welcome @Jim_Holland ! #prodmgmttalk 11:02 pm ProdMgmtTalk: Welcome product managers! Please introtweet yourself and where you're from! #prodmgmttalk 11:03 pm brainmates: Adrienne from Sydney #prodmgmttalk 11:03 pm rcauvin: @ProdMgmtTalk I'm Roger L. Cauvin, a product strategist in Austin, Texas. #prodmgmttalk #prodmgmt #austin 11:03 pm sehlhorst: Scott from Austin, here :) #prodmgmttalk 11:04 pm johnpeltier: John Peltier from Atlanta GA, USA (til battery runs out!) RT @ProdMgmtTalk Please introtweet yourself #prodmgmttalk 11:04 pm ProdMgmtTalk: Welcome @sehlhorst @rcauvin @cindyfsolomon #prodmgmttalk 11:04 pm roadmapwarrior: Jen from the Kansas City area #prodmgmttalk #prodmgmttalk 11:04 pm nickcoster: Nick from brainmates in Sydney. #prodmgmttalk 11:05 pm ProdMgmtTalk: Welcome @johnpeltier @roadmapwarrior and live skype audience in Australia! #prodmgmttalk 11:05 pm brainmates: Welcome everyone! #prodmgmttalk 11:05 pm saeedwkhan: Saeed Khan from Toronto - #prodmgmttalk 11:05 pm DavidWLocke: David from San Antonio #prodmgmttalk 11:05 pm jidoctor: Jennifer from Minneapolis (freshly snowed in once again Minneapolis) #prodmgmttalk 11:05 pm sehlhorst: @Jim_Holland is resolving some tech issues - hold on folks.... #prodmgmttalk 11:05 pm ProdMgmtTalk: Welcome @saeedwkhan So glad to get your twitter name correct! #prodmgmttalk 11:06 pm ProdMgmtTalk: Welcome @DavidWLocke @jidoctor (background tech issues getting everyone in sync) #prodmgmttalk 11:07 pm ProdMgmtTalk: Waiting to get @Jim_Holland on board in tweet room Questions to ponder today: http://on.fb.me/fT1kvs #prodmgmttalk 11:08 pm ProdMgmtTalk: @Jim_Holland moved to a different machine Q1: 1. How does Market Authority(or the lack of it) impact your organization? #prodmgmttalk 11:09 pm brainmates: I am not quite sure how to answer. What do we mean by Market Authority? #prodmgmttalk 11:09 pm sehlhorst: @sehlhorst @Jim_Holland stuff showing up in tweetdeck, but not tweetchat - he's changing now... #prodmgmttalk 11:09 pm ProdMgmtTalk: For me, I want to define exactly what Market Authority is for my product and industry #prodmgmttalk 11:09 pm sehlhorst: RT @Jim_Holland: Greetings all. Working out a few glitches #prodmgmttalk 11:09 pm nickcoster: Re Q1 - What do you mean by 'market authority'? #prodmgmttalk 11:10 pm ProdMgmtTalk: Hi @nickcoster! glad to see I'm on the same page with wanting to define the terminology, market authority #prodmgmttalk 11:10 pm ErikaLAndersen: Erika from the Rocky Mountains #prodmgmttalk 11:10 pm simplybastow: Janna Bastow here, from London UK #prodmgmttalk. Nice to meet you folks ;) 11:10 pm sehlhorst: RT @Jim_Holland: Market Authority was a topic I came across at a clients late last year. #prodmgmttalk 11:11 pm rcauvin: Are we talking about "authority" to make product decisions w/in an organization, or influence/leadership in the market? #prodmgmttalk 11:11 pm saeedwkhan: Here's a post from Jim on Market Authority - http://onproductmanagement.net/2010/12/20/market-authority/ #prodmgmttalk 11:11 pm brainmates: Welcome @simplybastow & @ErikaLAndersen. #prodmgmttalk 11:11 pm jidoctor: or, being the authority on the market? #prodmgmttalk 11:11 pm ProdMgmtTalk: RT @saeedwkhan: Heres a post from Jim on Market Authority - http://onproductmanagement.net/2010/12/20/market-authority/ #prodmgmttalk 11:11 pm ProdMgmtTalk: RT @brainmates: Welcome @simplybastow & @ErikaLAndersen. #prodmgmttalk 11:12 pm ProdMgmtTalk: RT @rcauvin: Are we talking about "authority" to make product decisions w/in organization, or influence/leadership in market? #prodmgmttalk 11:12 pm simplybastow: +1... define before debate? RT @nickcoster Re Q1 - What do you mean by 'market authority'? #prodmgmttalk 11:12 pm johnpeltier: Thought: Should we assume that deep market knowledge is the currency of "authority" or is more required? #prodmgmttalk 11:12 pm ProdMgmtTalk: RT @simplybastow: +1... define before debate? RT @nickcoster Re Q1 - What do you mean by market authority? #prodmgmttalk 11:13 pm brainmates: Acc to @jim_holland mrkt authority goes beyond customer, industry, competition #prodmgmttalk 11:13 pm saeedwkhan: Market Authority involves a clear understanding of your markets, products, competitors, buyers and users #prodmgmttalk 11:13 pm rcauvin: @jidoctor Yes, sounds like we're taking about "authority on the market", leading to influence in making product decisions. #prodmgmttalk 11:13 pm ProdMgmtTalk: Market Authority: do you know your products, your market, your competition, buyer & users, selling process & connections w/in #prodmgmttalk 11:13 pm johnpeltier: This was my interpretation. RT @jidoctor or, being the authority on the market? #prodmgmttalk 11:13 pm sehlhorst: @rcauvin I think they are both interpretations worth discussing (market authority internal v external) #prodmgmttalk 11:14 pm jidoctor: so, does market authority mean you inherently have domain expertise or can it be acquired? #prodmgmttalk 11:14 pm brainmates: Acc to jim_holland its also abt understanding the connections between all of those (competition, buyers, users etc) #prodmgmttalk 11:14 pm rcauvin: @jidoctor And leading to smart product decisions. #prodmgmttalk #prodmgmt 11:14 pm VFigatelix: #prodmgmttalk can you give us an example of a Market Authority? 11:14 pm ProdMgmtTalk: Good question! RT @jidoctor: so, does market authority mean you inherently have domain expertise or can it be acquired? #prodmgmttalk 11:15 pm brainmates: Mrkt authority can be acquired... otherwise no opportunity to grow #prodmgmttalk 11:15 pm ProdMgmtTalk: Welcome @VFigatelix ! #prodmgmttalk 11:15 pm sehlhorst: RT @Jim_Holland: I see domain expertise (product) as a component of market authority #prodmgmttalk 11:16 pm roadmapwarrior: Should always back up claims w/ evidence & w/o "I think" - esp. true for those of us in regulated industries #prodmgmttalk #prodmgmttalk 11:16 pm ProdMgmtTalk: Jim is on audio @jim_holland thanks for RT @sehlhorst #prodmgmttalk 11:16 pm rcauvin: @jidoctor Market authority in an industry is hereditary and can't be acquired :-) #prodmgmttalk #prodmgmt 11:16 pm johnpeltier: Absolutely, or my new boss just made a bad hire ;) RT @brainmates Mrkt authority can be acquired... #prodmgmttalk 11:16 pm sehlhorst: @rcauvin you are teasing, right? :) #prodmgmttalk 11:16 pm ProdMgmtTalk: @rcauvin - are you teasing? Hard to tell in text! #prodmgmttalk 11:16 pm sehlhorst: RT @Jim_Holland: Who is showing market authority? #prodmgmttalk 11:17 pm jidoctor: @rcauvin but, somewhere there is a start to market authority...not EVERYone can inherit. (or there'd be no movement) #prodmgmttalk 11:17 pm ProdMgmtTalk: @johnpeltier were you the new acquired market authority? #prodmgmttalk 11:17 pm rcauvin: @jidoctor @sehlhorst Haven't they located a market authority gene for each industry? :-) #prodmgmttalk #prodmgmt 11:17 pm sehlhorst: RT @Jim_Holland: I see adobe, the Online Marketing business as one that has built/building and showing this #prodmgmttalk 11:17 pm brainmates: @jidoctor @rcauvin Agree!there is a start to market authority...not EVERYone can inherit. (or there'd be no movement) #prodmgmttalk 11:18 pm saeedwkhan: Market Authority is to #prodmgmt as deep technical understanding is to engineering #prodmgmttalk 11:18 pm ProdMgmtTalk: From @jim_holland "I see Adobe in online marketing show authority - 1. requirement as org to entire PMrktng team understand #prodmgmttalk 11:18 pm sehlhorst: RT @saeedwkhan: Market Authority is to #prodmgmt as deep technical understanding is to engineering #prodmgmttalk 11:18 pm brainmates: RT @saeedwkhan: Market Authority is to #prodmgmt as deep technical understanding is to engineering. Too True! #prodmgmttalk 11:18 pm saeedwkhan: It's the foundation for a systematic approach to our work. #prodmgmttalk 11:18 pm sehlhorst: @saeedwkhan AWESOME analogy! #prodmgmttalk 11:18 pm ProdMgmtTalk: From @jim_holland Adobe PMs understand the entire market influences & use as way to deepen & enrich understanding of customers #prodmgmttalk 11:19 pm johnpeltier: No, I am the acquirer/sponge. RT @ProdMgmtTalk @johnpeltier were you the new acquired market authority? #prodmgmttalk 11:20 pm brainmates: RT @jim_holland Use market authority to make good business decisions #prodmgmttalk 11:20 pm rcauvin: @saeedwkhan And the foundation for making product decisions that are informed rather than arbitrary. #prodmgmttalk #prodmgmt 11:20 pm ProdMgmtTalk: From @jim_holland: Biz side plays into mrkt authority to guide, understand & make good biz decisions #prodmgmttalk 11:20 pm sehlhorst: RT @Jim_Holland: We often see #prodmgmt as a technical authority and not a business authority #prodmgmttalk 11:20 pm roadmapwarrior: @jim_holland do you think market authority is what drives Adobe's many acquisitions? #prodmgmttalk #prodmgmttalk 11:20 pm ErikaLAndersen: RT @sehlhorst: RT @saeedwkhan: Market Authority is to #prodmgmt as deep technical understanding is to engineering #prodmgmttalk 11:21 pm DavidWLocke: @Jim_Holland Since we are building a technology, product, biz, and market, technical authority is not enough. #prodmgmt #prodmgmttalk 11:21 pm ProdMgmtTalk: @johnpeltier Got it! Sponge up everything in this talk - lots of experience & expertise represented! #prodmgmttalk 11:21 pm rcauvin: Market authority isn't enough, however. To make informed product decisions, we apply universal marketing principles. #prodmgmttalk #prodmgmt 11:21 pm benjamingaines: booyah RT @Jim_Holland: I see adobe, the Online Marketing (#omniture) business as one that has built/building and showing this #prodmgmttalk 11:21 pm brainmates: RT jim_holland Markt Authority must come with evidence #prodmgmttalk 11:21 pm sehlhorst: RT @roadmapwarrior: @jim_holland do you think market authority is what drives Adobe's many acquisitions? #prodmgmttalk 11:21 pm saeedwkhan: @rcauvin -- yes, agree. Informed decisions vs. arbitrary or emotional. #prodmgmttalk 11:21 pm roadmapwarrior: agreed! RT @saeedwkhan: Market Authority is to #prodmgmt as deep technical understanding is to engineering #prodmgmttalk 11:21 pm sehlhorst: RT @Jim_Holland: market authority comes with evidence, validation and an active participation with #prodmgmt #prodmgmttalk 11:22 pm ProdMgmtTalk: From @jim_holland takes more than technical understanding of products - req. broad understanding of mrkt, evidence & out reach #prodmgmttalk 11:22 pm brainmates: RT Jim_Holland Market Authority requires evidence #prodmgmttalk 11:22 pm johnpeltier: RT @rcauvin [Mkt Auth is] the foundation for making product decisions that are informed rather than arbitrary. #prodmgmttalk 11:22 pm jidoctor: mkt auth comes w/ evidence, validation & an active participation w/ #prodmgmt - #prodmktg 2 they know buyer behavior in mkt #prodmgmttalk 11:22 pm ProdMgmtTalk: Welcome @benjamingaines #prodmgmttalk 11:22 pm VFigatelix: @Jim_Holland evidence of a Market Authority: How do you measure that? #prodmgmttalk 11:23 pm brainmates: RT @johnpeltier @rcauvin [Mkt Auth is] the foundation for making product decisions that are informed rather than arbitrary. #prodmgmttalk 11:23 pm ProdMgmtTalk: From @jim_holland You can not just drive tech by having a tech understanding. Do you know your products, markets... #prodmgmttalk 11:23 pm sehlhorst: from @jim_holland - you have to know the competitive landscape #prodmgmttalk 11:23 pm ProdMgmtTalk: From @jim_holland must know competitive landscape to achieve market authority & really understand buyers AND users #prodmgmttalk 11:23 pm rcauvin: Books like Ries & Trout's 22 IMMUTABLE LAWS OF MARKETING teach timeless, universal marketing principles. #prodmgmttalk #prodmgmt #prodmktg 11:24 pm ProdMgmtTalk: Distinction that buyers are NOT always users, and must understand the different process involved for both #prodmgmttalk 11:24 pm roadmapwarrior: mkt auth also depends on knowing who your mkt actually is, definitions in a company are often too broad #prodmgmttalk #prodmgmttalk 11:24 pm ProdMgmtTalk: RT @rcauvin: Books like Ries & Trouts 22 IMMUTABLE LAWS OF MARKETING teach timeless, universal marketing principles. #prodmgmttalk 11:24 pm jidoctor: RT @ProdMgmtTalk: Distinction that buyers are NOT always users & must understand the diff process for both #prodmgmttalk #prodmktg...AMEN! 11:24 pm johnpeltier: @ProdMgmtTalk I need a staff to do everything mentioned here :) || Got it! Sponge up everything in this talk #prodmgmttalk 11:25 pm ProdMgmtTalk: From @jim_holland must have good knowledge also of the process of buying, using & the day in life of user #prodmgmttalk 11:25 pm sehlhorst: rt @jim_holland AND also an understanding of how they buy, and 'day in the life' #ux of a user #prodmgmttalk 11:25 pm rcauvin: Competitive landscape greatly affects proper choice of positioning of your product. #prodmgmttalk #prodmgmt #prodmktg 11:25 pm sehlhorst: rt @jim_holland - you have to understand the economic buyer as well as the persona #prodmgmttalk 11:25 pm flowchainsensei: RT @rcauvin: Books like Ries & Trout's 22 IMMUTABLE LAWS OF MARKETING teach timeless, universal marketing principles. #prodmgmttalk #prodmgmt #prodmktg 11:25 pm ProdMgmtTalk: From @jim_holland must go beyond user experience into standing in the shoes of the buyer AND the user #prodmgmttalk 11:25 pm johnpeltier: RT @ProdMgmtTalk: From @jim_holland must know competitive landscape to achieve market authority & really understand buyers AND users #prodmgmttalk 11:25 pm ProdMgmtTalk: Welcome @flowchainsensei ! #prodmgmt #prodmktg #prodmgmttalk 11:25 pm ErikaLAndersen: RT @sehlhorst: rt @jim_holland - you have to understand the economic buyer as well as the persona #prodmgmttalk 11:25 pm saeedwkhan: Given Mkt. Auth has many components, how can it be efficiently mapped or communicated? #prodmgmttalk 11:26 pm sehlhorst: RT @rcauvin: Competitive landscape greatly affects proper choice of positioning of your product. #prodmgmt #prodmktg #prodmgmttalk 11:26 pm ProdMgmtTalk: RT @saeedwkhan: Given Mkt. Auth has many components, how can it be efficiently mapped or communicated? #prodmgmttalk 11:26 pm nickcoster: Hmmm Poor Jim. Twitter is hobbling him. Read his tweets at @jim_holland we can't work out why his don't show here. #prodmgmttalk 11:26 pm ProdMgmtTalk: RT @ErikaLAndersen: RT @sehlhorst: rt @jim_holland - you have to understand the economic buyer as well as the persona #prodmgmttalk 11:26 pm flowchainsensei: Bob from London - Hi there :) #prodmgmttalk 11:26 pm johnpeltier: @rcauvin Do you have a list of recommended titles? #prodmgmttalk 11:27 pm leonardkish: Hi, Leonard Kish in Denver. Took a while to mention users. Yes, a full spectrum of perspectives needed(buyer, user, stkhldrs) #prodmgmttalk 11:27 pm brainmates: RT Jim_Holland Need to be bottom up and top down communicator #prodmgmttalk 11:27 pm ProdMgmtTalk: From @jim_holland re: communications: market auth communicates bottom up and top down (connection, alliance w/Exec influenc) #prodmgmttalk 11:27 pm rcauvin: @johnpeltier The Ries & Trout book I mentioned is fantastic. #prodmgmttalk #prodmgmt 11:27 pm sehlhorst: RT @leonardkish: Yes, a full spectrum of perspectives needed(buyer, user, stkhldrs) #prodmgmttalk 11:27 pm ErikaLAndersen: Between economic buyer and persona -- is on more important? #prodmgmttalk 11:28 pm sehlhorst: RT @ErikaLAndersen: Between economic buyer and persona -- is on more important? #prodmgmttalk 11:28 pm rcauvin: @ErikaLAndersen You can (and generally should) compose personas for buyers and users. #prodmgmttalk #prodmgmt 11:28 pm ProdMgmtTalk: From @jim_holland PM stands at bottom and yells out loud and no one hears going up to top (screaming in a field alone or peers #prodmgmttalk 11:28 pm VFigatelix: @Jim_Holland how do you know is the evidence needed for Mkt Auth is relevant? #prodmgmttalk 11:28 pm brainmates: RT Jim_Holland Product Management stands up at the bottom & no one hears them at the top #prodmgmttalk 11:28 pm jidoctor: @ErikaLAndersen imho - NO! understading all the personas & buyers is necessary for mkt authority. #prodmgmttalk #prodmktg #prodmgmt 11:28 pm leonardkish: It can be mapped using all stakeholders and the constraints that they provide. Some are in opposition, need to find middle. #prodmgmttalk 11:28 pm sehlhorst: @ErikaLAndersen I think of buyer persona as critical to _this_ sale, and user persona critical to _the next_ sales #ux #prodmgmttalk 11:29 pm roadmapwarrior: @saeedwkhan mkt auth comms need to paint picture - personas, clear defs of target segments, lots of "why" #prodmgmttalk #prodmgmttalk 11:29 pm jidoctor: @johnpeltier i have a bunch of resources listed here as well: http://bit.ly/evMNuy #prodmgmttalk 11:29 pm ProdMgmtTalk: From @jim_holland must have broadbased connections w/entire organization to communicate and receive vital market info #prodmgmttalk 11:29 pm ProdMgmtTalk: Welcome @leonardkish #prodmgmttalk 11:30 pm sehlhorst: RT @brainmates: RT Jim_Holland Product Management stands up at the bottom & no one hears them at the top #prodmgmttalk 11:30 pm bdoctor: Hi, Barry from Minneapolis joining in a bit late... #prodmgmttalk 11:30 pm ErikaLAndersen: RT @jidoctor: @ErikaLAndersen imho - NO! understading all the personas & buyers is necessary for mkt authority. #prodmgmt #prodmgmttalk 11:30 pm brainmates: @jidoctor @ErikaLAndersen Agree! If we only appeal to users, product may not be sold #prodmgmttalk 11:30 pm ProdMgmtTalk: discuss Question 2: Does your organization use any methods to build and maintain market authority? #prodmgmttalk 11:30 pm ErikaLAndersen: RT @sehlhorst: I think of buyer persona as critical to _this_ sale, and user persona critical to _the next_ sales #ux #prodmgmttalk 11:31 pm johnpeltier: I like this distinction RT @sehlhorst buyer persona as critical to this sale, and user persona critical to NEXT sales #ux #prodmgmttalk 11:31 pm ProdMgmtTalk: Welcome @bdoctor #prodmgmttalk 11:31 pm roadmapwarrior: examples? @jim_holland must have broadbased connections w/entire organization... #prodmgmttalk #prodmgmttalk 11:31 pm sehlhorst: RT @Jim_Holland: @ProdMgmtTalk - what type of methods do you see most often? #prodmgmttalk 11:32 pm ProdMgmtTalk: (Note: @jim_holland and @nickcoster tweets are only hitting tweetdeck, not tweetchat) #prodmgmttalk 11:32 pm brainmates: @roadmapwarrior @jim_holland Nick from Brainmates says Beer! increases your influence :) #prodmgmttalk 11:32 pm jidoctor: #prodmgmttalk...market visits (w/ reports) & shared team learnings are 2 methods 11:32 pm rcauvin: #prodmgmt can take the lead in setting up database of prospects that have bought in to being interviewed, surveyed, etc. #prodmgmttalk 11:32 pm sehlhorst: @roadmapwarrior I've seen the horribly slow "interlock" done as 'better than nothing' in large corps #prodmgmttalk 11:32 pm nickcoster: @roadmapwarrior @jim_holland Beer, coffee and lots of tolerance. #prodmgmttalk 11:33 pm jidoctor: but only if market visits are not a "one-time" event, but rather a cycle that is required...& where they take on a life #prodmgmttalk 11:33 pm ProdMgmtTalk: Breaking news: PMs have humor (despite being intensely focussed!) #prodmgmttalk 11:33 pm sehlhorst: RT @nickcoster: @roadmapwarrior @jim_holland Beer, coffee and lots of tolerance. [I see this in more informal orgs] #prodmgmttalk 11:33 pm sehlhorst: RT @Jim_Holland: beer could be good, if pizza were included and the right people were in the room #prodmgmttalk 11:33 pm leonardkish: User research combined with market research and user interviews, stakeholder interviews. Business model design methods. #prodmgmttalk 11:33 pm jidoctor: @sehlhorst you'd have someone who is lactose intolerant ruin the party #prodmgmttalk 11:34 pm bdoctor: RT @Jim_Holland: beer could be good, if pizza were included and the right people were in the room #prodmgmttalk 11:34 pm VFigatelix: @rcauvin isn't that a BI role? #prodmgmttalk 11:34 pm roadmapwarrior: RT @ProdMgmtTalk: Breaking news: PMs have humor (despite being intensely focussed!) #prodmgmttalk 11:34 pm sehlhorst: RT @Jim_Holland: Listening is critical. Being invited or showing up in the right conversations...more? #prodmgmttalk 11:34 pm ProdMgmtTalk: beer, coffee, pizza...Is this the answer to Q2: Does your organization use any methods to build and maintain market authority? #prodmgmttalk 11:34 pm johnpeltier: We are doing this RT @rcauvin #prodmgmt can set up database of prospects that have bought in to being interviewed etc. #prodmgmttalk 11:34 pm bdoctor: RT @Jim_Holland: Listening is critical. Being invited or showing up in the right conversations...more? #prodmgmttalk 11:34 pm sehlhorst: @VFigatelix I've only seen BI people 'crunch the numbers', not define the questions to ask #prodmgmttalk 11:34 pm rcauvin: Important part of #prodmgmt is to set up the *infrastructure* for continuously improving understanding of the market. #prodmgmttalk 11:35 pm ProdMgmtTalk: RT @johnpeltier: We are doing this RT @rcauvin set up database of prospects that have bought in to being interviewed etc. #prodmgmttalk 11:35 pm ProdMgmtTalk: Agreed - they're analysts RT @sehlhorst: @VFigatelix only seen BI people crunch the numbers, not define the questions to ask #prodmgmttalk 11:35 pm bdoctor: @Jim_Holland Too many PMs talk more than listen. That can get them excluded from the conversation #prodmgmttalk 11:35 pm sehlhorst: RT @rcauvin: Important part of #prodmgmt is to set up the *infrastructure* for cont improve understanding of the market. #prodmgmttalk 11:35 pm johnpeltier: Hello to the "you tweet more than anyone I know!" segment of my followers. Apologies for the flood. #prodmgmttalk 11:35 pm brainmates: @rcauvin By infrastructure do you mean roadshows, presentations, meetings.... #prodmgmttalk 11:35 pm sehlhorst: RT @Jim_Holland: this needs to be shared in a #prodmgmt portal for everyone to see and know. #prodmgmttalk 11:36 pm VFigatelix: @VFigatelix @rcauvin isn't that a Business Intelligence role? don'T we PM want to do too much? #prodmgmttalk 11:36 pm sehlhorst: RT @VFigatelix: @VFigatelix @rcauvin isn't that a Business Intelligence role? don'T we PM want to do too much? #prodmgmttalk [always!] 11:36 pm sehlhorst: RT @Jim_Holland: Most Market Authority is built on active engagement inside and outside the org #prodmgmttalk 11:36 pm rcauvin: When #prodmgmt sets up infrastructure for understanding the market, it is true leadership - enabling the team. #prodmgmttalk 11:36 pm ProdMgmtTalk: Difficult to achieve balance: RT @bdoctor: @Jim_Holland Too many PMs talk more than listen. can get excluded from conversation #prodmgmttalk 11:36 pm ProdMgmtTalk: Yes! RT @VFigatelix: @VFigatelix @rcauvin isnt that a Business Intelligence role? donT we PM want to do too much? #prodmgmttalk 11:36 pm sehlhorst: RT @Jim_Holland: @VFigatelix @rcauvin Data/info. isn't always a BI role. #prodmgmttalk 11:36 pm ProdMgmtTalk: RT @sehlhorst: RT @Jim_Holland: Most Market Authority is built on active engagement inside and outside the org #prodmgmttalk 11:37 pm brainmates: RT @rcauvin: When #prodmgmt sets up infrastructure for understanding the market, it is true leadership - enabling the team. #prodmgmttalk 11:37 pm HITweet: RT @leonardkish: User research combined with market research and user interviews, stakeholder interviews. Business model design methods. #prodmgmttalk 11:37 pm sehlhorst: @brainmates @rcauvin huge value in creating clarity of communication about market understanding in giant siloed orgs #prodmgmttalk 11:37 pm johnpeltier: Even Sharepoint works RT @sehlhorst RT @Jim_Holland: shared in a #prodmgmt portal for everyone to see and know. #prodmgmttalk 11:37 pm JVocell: RT @saeedwkhan: Market Authority is to #prodmgmt as deep technical understanding is to engineering #prodmgmttalk 11:37 pm sehlhorst: RT @Jim_Holland: @ProdMgmtTalk @bdoctor @Jim_Holland Agree that #prodmgmt forgets they have one mouth and two ears. #prodmgmttalk 11:38 pm ProdMgmtTalk: Q2 Answers: 1. Active engagement inside & out, 2. Infrastructure: wikis, trade, talk #prodmgmttalk 11:38 pm rcauvin: @VFigatelix Hmm, why wouldn't #prodmgmt lead the understanding of the market? #prodmgmttalk #prodmgmt 11:38 pm ProdMgmtTalk: Welcome @JVocell ! #prodmgmttalk 11:38 pm brainmates: Need to share information actively so demonstrate Mrkt Authority. No good having info sit on wikis etc #prodmgmttalk 11:38 pm sehlhorst: RT @Jim_Holland: Mrkt Auth. - 1) external connections 2) Active listening events, 3) PM Wiki 4) central access to data Others? #prodmgmttalk 11:38 pm sehlhorst: @brainmates also need to share _interpretation_ of market info - e.g. what is relevant, what is red herring #prodmgmttalk 11:39 pm roadmapwarrior: for me, "infrastructure" incl. comm channels w/i the org, regular insight mtgs w/ sales & SMEs, review of bizdev #prodmgmttalk #prodmgmttalk 11:39 pm johnpeltier: Quantify to show anecdote is really a trend RT @sehlhorst RT @Jim_Holland: Data/info. isn't always a BI role. #prodmgmttalk 11:39 pm ProdMgmtTalk: RT @Jim_Holland: Mrkt Auth 1) external connections 2) Active listening events, 3) PM Wiki 4) central access to data Others? #prodmgmttalk 11:39 pm sehlhorst: RT @johnpeltier: Quantify to show anecdote is really a trend RT @sehlhorst RT @Jim_Holland: Data/info. isn't always a BI role. #prodmgmttalk 11:39 pm bdoctor: RT @Jim_Holland: Most Market Authority is built on active engagement inside and outside the org #prodmgmttalk 11:40 pm VFigatelix: @Jim_Holland @ProdMgmtTalk would it be worth to have a role in the org just to set the infrastruture to keep being a Mkt Auth?#prodmgmttalk 11:40 pm johnpeltier: RT @sehlhorst: RT @Jim_Holland: Mrkt Auth. - 1) external connections 2) Active listening events, 3) PM Wiki 4) central access to data Others? #prodmgmttalk 11:40 pm brainmates: @sehlhorst Sure! We estb that market insights requires interpretation #prodmgmttalk 11:40 pm sehlhorst: @VFigatelix I think it depends on how you define 'infraastructure'. I don' #prodmgmttalk 11:40 pm ProdMgmtTalk: Moving on to Q3: What elements of market authority do you find most relevant? #prodmgmttalk 11:40 pm rcauvin: @VFigatelix Good idea, but I think that role would be more of a support/administrative role. #prodmgmttalk #prodmgmt 11:40 pm brainmates: RT @roadmapwarrior: "infrastructure" incl. comm channels w/i org, regular insight mtgs w/ sales & SMEs, review of bizdev #prodmgmttalk 11:40 pm bdoctor: RT @Jim_Holland: @ProdMgmtTalk @bdoctor @Jim_Holland Agree that #prodmgmt forgets they have one mouth and two ears. #prodmgmttalk 11:41 pm sehlhorst: @VFigatelix oops. ...don't care about the platform - I care about the conceptual framework used for insights and decisions #prodmgmttalk 11:41 pm ProdMgmtTalk: Hope our tweet mates are having as much fun as we are on Skype! #prodmgmttalk 11:41 pm DavidWLocke: @VFigatelix @Jim_Holland @ProdMgmtTalk Well, you get disrupted by not listening beyond your market. #prodmgmttalk 11:41 pm sehlhorst: RT @ProdMgmtTalk: Hope our tweet mates are having as much fun as we are on Skype! #prodmgmttalk you bet! 11:41 pm rcauvin: @VFigatelix Agreed that the product manager shouldn't get bogged down in the technical aspects of creating wikis, etc. #prodmgmttalk 11:41 pm ProdMgmtTalk: RT @DavidWLocke: @VFigatelix @Jim_Holland @ProdMgmtTalk Well, you get disrupted by not listening beyond your market. #prodmgmttalk 11:42 pm sehlhorst: RT @DavidWLocke: @VFigatelix @Jim_Holland @ProdMgmtTalk Well, you get disrupted by not listening beyond your market. #prodmgmttalk 11:42 pm brainmates: @rcauvin @VFigatelix Or perhaps even populating wikis! #prodmgmttalk 11:42 pm leonardkish: Trust, need 3 aspects for authority: 1.Competence (Knowledge, actions & engagement)2.Consistency 3.Allegiance(shared goals) #prodmgmttalk 11:42 pm sehlhorst: RT @Jim_Holland: What elements of market authority do you find most relevant? #prodmgmttalk - For me, REAL INF? (cont) http://deck.ly/~ZWYfA 11:42 pm VFigatelix: @Jim_Holland @ProdMgmtTalk Pls: examples of multiple validation points? #prodmgmttalk 11:42 pm ProdMgmtTalk: RT @sehlhorst: @VFigatelix dont care about platform - I care about the conceptual framework used for insights and decisions #prodmgmttalk 11:43 pm roadmapwarrior: Q3: most important is knowing actual problems not assumptions, all else should speak to that #prodmgmttalk #prodmgmttalk 11:43 pm ProdMgmtTalk: @leonardkish Excellent! #prodmgmttalk 11:43 pm johnpeltier: Organizing the content, though, perhaps... RT @brainmates @rcauvin @VFigatelix Or perhaps even populating wikis! #prodmgmttalk 11:44 pm ProdMgmtTalk: @VFigatelix multiple data points that support your premise #prodmgmttalk 11:44 pm ProdMgmtTalk: RT @roadmapwarrior: Q3: most important is knowing actual problems not assumptions, all else should speak to that #prodmgmttalk #prodmgmttalk 11:44 pm sehlhorst: @VFigatelix multiple data points that support your market interpretation / premise (@jim_holland agrees :) #prodmgmttalk 11:44 pm ProdMgmtTalk: RT @leonardkish: Trust, need 3 aspects for authority: 1.Competence (Knowledge, actions & engagement)2.Consistency #prodmgmttalk 11:44 pm brainmates: RT @leonardkish: Trust, need 3 aspects for authority: 1.Competence (Knowledge) 2.Consistency 3.Allegiance(shared goals) #prodmgmttalk 11:44 pm ProdMgmtTalk: RT @leonardkish: Trust, need 3 aspects for authority: 3.Allegiance(shared goals) #prodmgmttalk 11:45 pm leonardkish: @ProdMgmtTalk Thanks! I'd also say transparency (could include 2.0 tools, sharing) enables all. #prodmgmttalk 11:45 pm sehlhorst: RT @Jim_Holland: @roadmapwarrior "knowing" the problem or understanding the problem. I want to understand first, know second #prodmgmttalk 11:45 pm ProdMgmtTalk: @jim_holland responding directly, but not showing up in stream #prodmgmttalk 11:45 pm sehlhorst: RT @Jim_Holland: @brainmates @leonardkish - Absolutely agree that TRUST is a key element. for both internal and external #prodmgmttalk 11:46 pm ProdMgmtTalk: RT @Jim_Holland: @roadmapwarrior "knowing" the problem or understanding the problem. I want to understand first, know second #prodmgmttalk 11:46 pm ProdMgmtTalk: RT @leonardkish: @ProdMgmtTalk Thanks! Id also say transparency (could include 2.0 tools, sharing) enables all. #prodmgmttalk 11:46 pm ErikaLAndersen: RT @Jim_Holland: @roadmapwarrior "knowing" the problem or understanding the problem. I want to understand first, know second #prodmgmttalk 11:46 pm jidoctor: trust can be earned after credibility is established #prodmgmttalk 11:46 pm rcauvin: Whole picture is important: how prospect probs, competitive landscape, etc. fit w/ positioning & marketing principles. #prodmgmttalk 11:46 pm sehlhorst: RT @jidoctor: trust can be earned after credibility is established #prodmgmttalk 11:46 pm ProdMgmtTalk: Achieving transparency requires multiple touch points & tools to communicate relevant & timely data #prodmgmttalk 11:47 pm brainmates: RT @jidoctor: trust can be earned after credibility is established #prodmgmttalk 11:47 pm roadmapwarrior: explain the diff? @Jim_Holland: "knowing" the problem or understanding the problem. I want to understand first, know second #prodmgmttalk 11:47 pm sehlhorst: @jidoctor trust can also be lost (a) by faking data, (b) making bad interpretations, (c) all the 'std' interpers. faux pas #prodmgmttalk 11:47 pm johnpeltier: Well put RT @jidoctor trust can be earned after credibility is established #prodmgmttalk 11:47 pm ProdMgmtTalk: Specifically, Q4: What communications do you use to connect with Executives? Development? Marketing? #prodmgmttalk 11:48 pm sehlhorst: RT @Jim_Holland: @jidoctor - Agree. You have to have the "street credibility" How often does #prodmgmt use domain expertise #prodmgmttalk 11:48 pm ProdMgmtTalk: RT @johnpeltier: Well put RT @jidoctor trust can be earned after credibility is established #prodmgmttalk 11:48 pm jidoctor: @roadmapwarrior imho: knowing = gathering info; understanding = taking problem thru all implications for full effect/impact #prodmgmttalk 11:48 pm bdoctor: @Jim_Holland IMHO street cred is very different from domain expertise #prodmgmttalk 11:49 pm saeedwkhan: Multiple channels of communication (direct and indirect) are needed for all parties. Depends on the msg and objectives #prodmgmttalk 11:49 pm rcauvin: Q4: Using decision facilitation along the lines of what @sharondrew teaches is helpful 4 getting buy-in 4 product decisions. #prodmgmttalk 11:49 pm sehlhorst: RT @Jim_Holland: @roadmapwarrior @Jim_Holland I see the understanding as a basis for discovery. #prodmgmttalk 11:49 pm saeedwkhan: With Execs, it has to align with their objectives and probs. Does it help them move forward? If not it's no value to them #prodmgmttalk 11:50 pm ProdMgmtTalk: RT @saeedwkhan: Multiple channels of communication (direct & indirect) are needed for all parties. Depends on msg & objectives #prodmgmttalk 11:50 pm ProdMgmtTalk: Massive amounts of dialogue and side conversations w/in our group talk today! #prodmgmttalk 11:50 pm johnpeltier: RT @jidoctor imho: knowing = gathering info; understanding = taking problem thru all implications for full effect/impact #prodmgmttalk 11:51 pm sehlhorst: @saeedwkhan also - telling stories & premise for forecasting helps w/ execs. data + anecdotes #prodmgmttalk 11:51 pm ProdMgmtTalk: RT @johnpeltier @jidoctor imho knowing=gathering info; understanding = taking problem thru all implications for effect/impact #prodmgmttalk 11:51 pm brainmates: @aussiegoldy We're using #prodmgmttalk - Join in the conversation! 11:52 pm sujamthe: @Jim_Holland tell us more about 'inside and outside the org' #prodmgmttalk 11:52 pm ProdMgmtTalk: RT @rcauvin: Q4: Using decision facilitation along lines of what @sharondrew teaches helpful 4 get buy-in 4 prod decisions. #prodmgmttalk 11:52 pm JVocell: @sehlhorst @saeedwkhan not just telling stories - but telling actual user stories. #prodmgmttalk 11:52 pm ProdMgmtTalk: Welcome @aussiegoldy ! #prodmgmttalk 11:52 pm roadmapwarrior: @Jim_Holland: i guess to me knowing = awareness of issue through evidence, understanding = seeing issue's trickle-down #prodmgmttalk 11:53 pm ProdMgmtTalk: We've been discussing 4 Questions with @jim_holland http://on.fb.me/fT1kvs #prodmgmttalk 11:53 pm sehlhorst: RT @JVocell: @sehlhorst @saeedwkhan not just telling stories - but telling actual user stories. #prodmgmttalk 11:53 pm sehlhorst: RT @Jim_Holland: Yes! RT @saeedwkhan: Multiple channels of communication (direct/indirect) are needed for all parties. #prodmgmttalk 11:54 pm ProdMgmtTalk: Welcome @sujamthe #prodmgmttalk 11:54 pm ProdMgmtTalk: Hope people are getting DMs from @jim_holland answering their questions #prodmgmttalk 11:55 pm brainmates: RT @roadmapwarrior i guess to me knowing = awareness of issue through evidence, understanding = seeing issues trickle-down #prodmgmttalk 11:55 pm leonardkish: @JVocell @sehlhorst @saeedwkhan Yes, user stories really help visualize and direction. Generating empathy is key. #ux #prodmgmttalk 11:55 pm sehlhorst: RT @Jim_Holland: Internally, you need to understand personalities, positive/negative influences, who's guiding the ship, etc. #prodmgmttalk 11:55 pm roadmapwarrior: communicate early & often - cover every stage from initial kernel of market prob through opp analysis, dev, GTM #prodmgmttalk 11:55 pm ProdMgmtTalk: Time for salient take away points from today's talk re: Building Market Authority w @jim_holland #prodmgmttalk 11:55 pm sehlhorst: @leonardkish agreed! generating empathy IS key #ux #prodmgmttalk 11:55 pm sehlhorst: RT @Jim_Holland: #prodmgmt often "thinks" they know who are internal influencers, but misses the hidden or underlying drivers. #prodmgmttalk 11:55 pm rcauvin: @Jim_Holland Also need to know how to work through others to build consensus. #prodmgmttalk 11:55 pm JVocell: @saeedwkhan agree. Often it's better to have more than just Email. Yammer, an internal wiki, IM are all useful tools. #prodmgmttalk 11:55 pm bdoctor: RT @Jim_Holland: #prodmgmt often "thinks" they know who are internal influencers, but misses the hidden or underlying drivers. #prodmgmttalk 11:55 pm ProdMgmtTalk: RT @roadmapwarrior: communicate early & often, cover evry stage from initial kernel of market prob thru opp analysis, dev, GTM #prodmgmttalk 11:56 pm sehlhorst: RT @rcauvin: @Jim_Holland Also need to know how to work through others to build consensus. +1 #prodmgmttalk 11:56 pm brainmates: RT @roadmapwarrior:comm early & often, cover every stage from initial kernel of market prob through opp analysis, dev, GTM #prodmgmttalk 11:56 pm roadmapwarrior: 1 thing i've seen: better to over-communicate w/ org to prevent being thought of as ivory-tower #prodmgmttalk 11:56 pm ErikaLAndersen: RT @leonardkish: @saeedwkhan Yes, user stories really help visualize and direction. Generating empathy is key. #ux #prodmgmttalk 11:56 pm johnpeltier: Don't forget silos! RT @Jim_Holland: personalities, positive/negative influences, who's guiding the ship, etc. #prodmgmttalk 11:56 pm sehlhorst: @JVocell @saeedwkhan i've seen campfire work really well for small teams too #prodmgmttalk 11:57 pm sehlhorst: RT @roadmapwarrior: 1 thing ive seen: better to over-communicate w/ org to prevent being thought of as ivory-tower #prodmgmttalk 11:57 pm brainmates: @roadmapwarrior But there must be a limit. Otherwise people start to ignore you #prodmgmttalk 11:57 pm sehlhorst: @roadmapwarrior great contributions to this discussion! #prodmgmttalk 11:57 pm bdoctor: RT @Jim_Holland: #Prodmgmt often is buried in deep domain conversations and forgets to engage early and often with others. #prodmgmttalk 11:57 pm sehlhorst: RT @Jim_Holland: #Prodmgmt often is buried in deep domain conversations and forgets to engage early and often with others. #prodmgmttalk 11:58 pm sehlhorst: @brainmates only when your communication is not valuable to them #prodmgmttalk 11:58 pm ProdMgmtTalk: Read transcript from today posted at http://bit.ly/fGIcqD under Background Info also at http://bit.ly/eHBupd #prodmgmttalk 11:58 pm roadmapwarrior: valid point RT @brainmates: But there must be a limit. Otherwise people start to ignore you #prodmgmttalk 11:58 pm roadmapwarrior: @sehlhorst thanks! #prodmgmttalk 11:58 pm sehlhorst: RT @Jim_Holland: consensus is critical. @rcauvin. building and guiding with real info and not conjecture/gut instinct. #prodmgmttalk 11:58 pm ProdMgmtTalk: All participants will be included in a tweet list! #prodmgmttalk 11:59 pm johnpeltier: Predictable comm. helps, IMHO RT @roadmapwarrior better to over-communicate to prevent ivory-tower perception #prodmgmttalk 11:59 pm brainmates: RT @sehlhorst: only when ur communication is not valuable to them. True but if you communicate too much it becomes white noise #prodmgmttalk 11:59 pm brainmates: Don't forget to join us same time next week for @rcauvin speaking on #innovation & #prodmgmt #prodmgmttalk 11:59 pm sehlhorst: If you're lurking - sign-in/off here at the end so Cindy can know you were listening :) TIA #prodmgmttalk <br />Powered by WTHashtag, A Microblink Property | Contact <br />

Building Market Authority with Jim Holland transcript

by Global Product Management Talk on May 15, 2011

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Building Market Authority with Jim Holland transcript Document Transcript