Sept 12: Building the Case for a Market-Focused Approach w/ Greg White
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Sept 12: Building the Case for a Market-Focused Approach w/ Greg White

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A product that resonates with the target market will exhibit strong growth soon after launch, while a product that doesn’t address the pain points of the target market is destined for mediocrity or ...

A product that resonates with the target market will exhibit strong growth soon after launch, while a product that doesn’t address the pain points of the target market is destined for mediocrity or outright failure.

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Sept 12: Building the Case for a Market-Focused Approach w/ Greg White Sept 12: Building the Case for a Market-Focused Approach w/ Greg White Document Transcript

  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk Listen to today’s podcast: http://bit.ly/o4lAjNGreg White says, "This discussion assumes that the audience is familiar with business cases. Its about steering thedirection of the company and business cases are one of the tools to do that. Another is a clear vision of the future inthe form of a good product roadmap."The success of a business is often determined by the products to which it chooses to dedicate valuable developmentresources. A product that resonates with the target market will exhibit strong growth soon after launch, while a productthat doesn’t address the pain points of the target market is destined for mediocrity or outright failure. For companiesthat lack the resources to launch several products simultaneously with the expectation that some will succeed andsome will fail, the opportunity cost of providing a square-peg product to a round-hole market can cost people jobs or killthe company altogether. For those companies that have to pick their shots, it’s imperative that the product they decideto develop is one that will be accepted by customers willing and able to pay for it. It’s also essential that the products acompany develops are aimed at the right market segment.New product ideas can come from many places. A customer may request a specific solution to address a businesschallenge. A competitor may introduce a new game-changing concept that needs to be answered. New regulationsmay cause a need for which there is no solution yet. An executive may have a pet idea that they’ve fallen in love withand want to bring to life. An observed overall market trend may point to an emerging need.These ideas should all result in the development of business cases. The responsibility of creating the business caseusually falls on the shoulders of the product manager. Whether the idea is the brainchild of the product manager ornot, it’s the product manager who must make the case. If the product fails, it’s often the product manager who takesthe blame. Therefore, product managers need to be the voice of reason when a not-so-great idea introduced by aninfluential person in the company doesn’t look like it’s going to fly with the target market as conceived.Questions asked by Greg White to stimulate discussion:Q1 How important is understanding your target market to the success of your product?Q1A Have you had to defend a business case, and if so, how?Q2 What are some ways you have gained insights into your target market’s needs?Q3 How do you respond to executive direction that you know is not going to be a successful model?Q4 Have you ever had to create a no-go business case?Q5 How important is a product roadmap to aligning your product with market needs?Q6 Have you ever built a product that no customers specifically asked for? Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 1 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkProdMgmtTalk Sept 12: Building The Case For A Market-Focused Approach w/ @GregWhiteOC questions fordiscussionhttp://t.co/C9YmqAa #prodmgmttalk -6:39 PM Sep 11th, 2011cindyfsolomon Looking forward to having Erika as co-host today @ErikaLAndersen Expect lively conversation w/@GregWhiteOC #prodmgmttalk -2:18 PM Sep 12th, 2011ProdMgmtTalk Discussion questions from each talk http://t.co/qZEkjJy Today’s questions: http://t.co/CU8t0vx#prodmgmttalkProdMgmtTalk Never participated in a twitter chat? FAQs -http://t.co/kZIM6Mt Join us! #prodmgmttalk -3:57 PM Sep12th, 2011ProdMgmtTalk How to participate in Global Prod Mgmt Talk?http://t.co/CnyxSci #prodmgmttalk -3:57 PM Sep 12th,2011ProdMgmtTalk Tweeting Best Practices FAQs - http://t.co/Q4ZBLbG#prodmgmttalk -3:58 PM Sep 12th, 2011ProdMgmtTalk Have a product management related announcement, event, resource? Please direct message@cindyfsolomon & tweet at end #prodmgmttalk -3:58 PM Sep 12th, 2011ProdMgmtTalk See a list of all the twitter chats: over 500 and growing! Twitter Chat Schedule http://t.co/N3xljSE#prodmgmttalk-3:58 PM Sep 12th, 2011ErikaLAndersen Hi all, checking into #prodmgmttalk from Salt Lake City co-hosting with @cindyfsolomon#prodmgmttalk -3:59 PM Sep 12th, 2011cindyfsolomon Please introduce yourself: where youre tweeting from, your involvement w/product management whenyou come in! #prodmgmttalk -4:02 PM Sep 12th, 2011GregWhiteOC Hello to everyone who is "tuning into" Product Management Talk! #prodmgmttalk -4:03 PM Sep 12th,2011cindyfsolomon Today: Please follow @GregWhiteOC @prodmgmttalk @cindyfsolomon @allopps and use hashtag#prodmgmttalk -4:03 PM Sep 12th, 2011cindyfsolomon Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3. #prodmgmttalk -4:04 PMSep 12th, 2011lmckeogh Larry checking in from Boulder and looking forward to todays discussion (feeling the shakes subside allready) #prodmgmttalk -4:04 PM Sep 12th, 2011ErikaLAndersen Hi Larry! Larry came to @PCampUtah this weekend, gave a great session on You==Product.#prodmgmttalk -4:05 PM Sep 12th, 2011cindyfsolomon Please welcome @GregWhiteOC joining us from Southern California #prodmgmttalk -4:06 PM Sep12th, 2011charlieoliver Charlie checking in here in Salt Lake City for#prodmgmttalk -4:06 PM Sep 12th, 2011cindyfsolomon @GregWhiteOC Co-Founder and Executive Director at Product Camp Southern California#prodmgmttalk -4:06 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 2 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkcindyfsolomon @GregWhiteOC passionate about growing revenue with a market-driven focus #prodmgmttalk -4:06PM Sep 12th, 2011cindyfsolomon Welcome @charlieoliver how was @pcamputahfor you? #prodmgmttalk -4:07 PM Sep 12th, 2011ErikaLAndersen Another @pcamputah attendee; first to sign up - RT @charlieoliver: Charlie checking in here in SaltLake City for #prodmgmttalk -4:07 PM Sep 12th, 2011cindyfsolomon @GregWhiteOC 13 years of product management & marketing experience companies like RealtyTrac,FICO, Experian & Alta Vista #prodmgmttalk -4:07 PM Sep 12th, 2011cindyfsolomon Todays unedited transcript of tweets:http://t.co/ysNLquB Todays questions are at http://t.co/S3R3o9V#prodmgmttalk -4:07 PM Sep 12th, 2011charlieoliver @cindyfsolomon Pretty fantastic actually, great conversation, great connections. Looking forward to moreof it! #prodmgmttalk #pcamputah -4:08 PM Sep 12th, 2011PCampUtah Hey all...want to get a great follow up to #PcampUtah. Come to #prodmgmttalk, a tweet chat startingnow.-4:08 PM Sep 12th, 2011cindyfsolomon Background for todays talk w/ @GregWhiteOC http://t.co/RntPRK6 #prodmgmttalk -4:09 PM Sep 12th,2011GregWhiteOC Has everyone had a chance to review the thought-starters? Any questions? #prodmgmttalk -4:09 PMSep 12th, 2011lmckeogh Yes, got to meet @ErikaLAndersen & @charlieoliver IRL. Glad to have made the drive. #prodmgmttalk -4:09PM Sep 12th, 2011cindyfsolomon Q1 How important is understanding your target market to the success of your product? #prodmgmttalk -4:12 PM Sep 12th, 2011rcauvin A1: Understanding your market of course helps in #prodmgmt. But dont forget to formulate & test hypotheses.#prodmgmttalk -4:14 PM Sep 12th, 2011cindyfsolomon Lots of talk about product camps today! Map product camps http://t.co/fX3bqz7 Product Camp Radiohttp://t.co/IAzsTI6 #prodmgmttalk -4:14 PM Sep 12th, 2011lmckeogh A1: should have a general understanding. Think it is better to understand customers problems that may/maynot jive w/ a market #prodmgmttalk -4:14 PM Sep 12th, 2011GregWhiteOC: Wants to start a discussion about how we guided discussion in company, about how we did businesscases #prodmgmttalk -4:15 PM Sep 12th, 2011Ycnt_ibdonlyjen RT @rcauvin: A1: Understanding your market of course helps in #prodmgmt. But dont forget toformulate & test hypotheses. #prodmgmttalk -4:15 PM Sep 12th, 2011lmckeogh @rcauvin : seek to debunk hypothesis rather than confirm them #prodmgmttalk -4:15 PM Sep 12th, 2011GregWhiteOC: Have you had to defend a business case, and if so, how? #prodmgmttalk -4:16 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 3 San Francisco co-working space http://www.parisoma.com View slide
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkthebuddygroup Jumping in #prodmgmttalk to join our Buddy@gregwhiteoc! @TheBuddyGroup here -- evangelists ofgreat products through digital engagement. -4:18 PM Sep 12th, 2011cindyfsolomon Both questions now to answer: Q1A. Have you ever had to defend a business case, and if so, how?#prodmgmttalk -4:18 PM Sep 12th, 2011GregWhiteOC Weve all developed business cases. There can be influences & agendas within the company to pursuea particular direction. #prodmgmttalk -4:18 PM Sep 12th, 2011ErikaLAndersen I think were doing both. Q1 and Q1a (ever had to defend a business case?) #prodmgmttalk -4:19 PMSep 12th, 2011GregWhiteOC Yea! @thebuddygroup, a sponsor of @prodcampsocal. #prodmgmttalk -4:19 PM Sep 12th, 2011GregWhiteOC: Sharing the experience behind the impetus for this talk #prodmgmttalk -4:19 PM Sep 12th, 2011lmckeogh Yes. The strength of defending the business case comes from the data used. Data is the great equalizer.#prodmgmttalk -4:20 PM Sep 12th, 2011cindyfsolomon Welcome @Ycnt_ibdonlyjen @rcauvin @thebuddygroup #prodmgmttalk -4:20 PM Sep 12th, 2011rcauvin A1a: Sure, formulating & defending a biz case is a common strategic #prodmgmt activity. #prodmgmttalk -4:20PM Sep 12th, 2011ErikaLAndersen @GregWhiteOC: no-go business case. Worked with an exec who wanted to pursue direvction thatwouldnt work with customers #prodmgmttalk -4:20 PM Sep 12th, 2011cindyfsolomon Gregs superior wanted to build trigger based alert system based on RSS news feeds. Target: credtmgmt personnel in B2B #prodmgmttalk -4:20 PM Sep 12th, 2011lmckeogh When defending the biz case, lay out the options and compare all of them equally. Remember to includeoption to do nothing #prodmgmttalk -4:21 PM Sep 12th, 2011thebuddygroup Thanks for the warm welcome, @gregwhiteoc @cindyfsolomon @prodcampsocal is going to be a hit!#BuddyUp #prodmgmttalk -4:21 PM Sep 12th, 2011GregWhiteOC: His customers needed to get pulse of custs; some of that was news (indictments, fires) that wouldntshow up #prodmgmttalk -4:21 PM Sep 12th, 2011GregWhiteOC: On surface sounded appealing, but reality produced football scores, personal info #prodmgmttalk -4:22PM Sep 12th, 2011rcauvin A1a: But in addition to "defending" spell out your plan for testing the the business case. #prodmgmt#prodmgmttalk -4:22 PM Sep 12th, 2011GregWhiteOC: Had to convince exec that customers would not appreciate. They listend, put resources elsewhere#prodmgmttalk -4:22 PM Sep 12th, 2011lmckeogh When creating biz case, try to identify risks, their probability, and impact. Also any plans to mitigate them#prodmgmttalk -4:23 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 4 San Francisco co-working space http://www.parisoma.com View slide
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkcindyfsolomon Greg convinced them bad tactics wouldnt be appreciated by customers - fortunately they listened & putresources elsewhere #prodmgmttalk -4:23 PM Sep 12th, 2011ErikaLAndersen RT @lmckeogh: When defending the biz case, lay out options & compare all equally. Remember toinclude option to do nothing #prodmgmttalk -4:23 PM Sep 12th, 2011rcauvin A1a: Business case should draw upon both strategic marketing principles & market information. #prodmgmt#prodmgmttalk -4:23 PM Sep 12th, 2011wapolanco RT @lmckeogh: When defending biz case, lay out the options and compare them equally. Remember toinclude option to do nothing #prodmgmttalk -4:23 PM Sep 12th, 2011GregWhiteOC: Your biz case must be quantifiable. Hard, fast data, not opinions. #prodmgmttalk -4:23 PM Sep 12th,2011cindyfsolomon "Biz case must be quantifiable, hard & fast data NOT opinions (regardless of where they originate)"says @gregwhiteOC #prodmgmttalk -4:24 PM Sep 12th, 2011GregWhiteOC: Unfortunately, opinions matter all too much. exec teams, key cust opinions. #prodmgmttalk -4:24 PMSep 12th, 2011GregWhiteOC: Need metrics instead of just "I think this will happen." Put into model and see if flies.#prodmgmttalk -4:24 PM Sep 12th, 2011thebuddygroup Agreed. Data > guesstimates. RT @erikalandersen: A1a: Your biz case must be quantifiable. Hard,fast data, not opinions. #prodmgmttalk -4:24 PM Sep 12th, 2011lmckeogh When creating biz case for unknown/new market hard data is not always available. Call out assumptionsand gut decisions. #prodmgmttalk -4:24 PM Sep 12th, 2011wapolanco LOL listening loud and clear #prodmgmttalk -4:25 PM Sep 12th, 2011GregWhiteOC What are some ways you have gained insights into your target market’s needs? #prodmgmttalk -4:25PM Sep 12th, 2011rcauvin A1a: For marketing principles, turn to Ries & Trouts THE 22 IMMUTABLE LAWS OF MARKETING.#prodmgmt #prodmgmttalk -4:25 PM Sep 12th, 2011Ycnt_ibdonlyjen RT @lmckeogh: When defending the biz case, lay out the options and compare all of them equally.Remember to include option to do nothing #prodmgmttalk -4:25 PM Sep 12th, 2011cindyfsolomon Q2 What are some ways you have gained insights into your target market’s needs? #prodmgmttalk -4:26 PM Sep 12th, 2011lmckeogh You Cant Analyze Your Way to Growth http://t.co/ujLduLc past doesnt include opps that exist but have notyet happened #prodmgmttalk -4:26 PM Sep 12th, 2011ErikaLAndersen Erika: A2 Personas! (must say at least once each tweetchat) #prodmgmttalk -4:27 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 5 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkGregWhiteOC Larry, what are the assumptions and gut decisions based on? There must be some factsinvolved. #prodmgmttalk -4:27 PM Sep 12th, 2011rcauvin A2: prospect interviews, surveys, ethnographic studies, and put real stuff in front of them to test myassumptions.#prodmgmt #prodmgmttalk -4:27 PM Sep 12th, 2011thebuddygroup A2: Surveys, but most importantly, studying the heartbeat -- the convos -- of our target market to seewhat they want & need #prodmgmttalk -4:27 PM Sep 12th, 2011GregWhiteOC: Take concept, throw it against the wall, see if sticks #prodmgmttalk -4:27 PM Sep 12th, 2011lmckeogh Analysis excludes ways to serve customers that have not been tried or imagined or ways to turn non-customers into customers. #prodmgmttalk -4:28 PM Sep 12th, 2011GregWhiteOC: Put out a landing page, do some A/B testing, see if it works. #prodmgmttalk -4:28 PM Sep 12th, 2011GregWhiteOC: This doesnt work for projects that take 60-90 days or more #prodmgmttalk -4:28 PM Sep 12th, 2011Mack_McCoy Too many companies do this now. RT @ErikaLAndersen: @GregWhiteOC: Take concept, throw itagainst the wall, see if sticks #prodmgmttalk -4:28 PM Sep 12th, 2011lmckeogh @GregWhiteOC : talking to customers & listening to their problems &creating sln rather than creating sln &trying to find mkt #prodmgmttalk -4:29 PM Sep 12th, 2011thebuddygroup @rcauvin Nice answer! Like @GregWhiteOC wrote, A/B Testing is a great way to watch yourhypotheses play out#prodmgmttalk -4:30 PM Sep 12th, 2011ErikaLAndersen @GregWhiteOC DOES NOT ADVOCATE the throw against the wall approach...example of what NOTto do #prodmgmttalk -4:30 PM Sep 12th, 2011cindyfsolomon Welcome @Mack_McCoy ! "whole point of biz case & market focused approach is to combat throwing itagainst the wall" #prodmgmttalk -4:30 PM Sep 12th, 2011Mack_McCoy RT @lmckeogh @GregWhiteOC: talking to customers & listening ... &creating sln rather than creatingsln & trying to find mkt #prodmgmttalk -4:30 PM Sep 12th, 2011lmckeogh @ErikaLAndersen @Mack_McCoy @GregWhiteOC : when throwing against the wall, use small bits, alaAmazon approach#prodmgmttalk -4:30 PM Sep 12th, 2011GregWhiteOC The whole point of a business case and using a mkt focused approach is NOT THROWING against awall.#prodmgmttalk -4:30 PM Sep 12th, 2011Mack_McCoy Hi! I figured thats where you were coming from @GregWhiteOC. :) #prodmgmttalk -4:30 PM Sep 12th,2011thebuddygroup Unless its pasta #yum RT @erikalandersen: A2 @GregWhiteOC DOES NOT ADVOCATE the throwagainst the wall approach...#prodmgmttalk -4:31 PM Sep 12th, 2011lmckeogh "Strategy is about taking many small risks" Jeff Bezos bit.ly/n5u2a1 #prodmgmttalk -4:31 PM Sep 12th,2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 6 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkErikaLAndersen RT @lmckeogh: @GregWhiteOC : talking to custs & listening problems &creating sln rather thncreating sln & trying to find mkt #prodmgmttalk -4:31 PM Sep 12th, 2011Mack_McCoy @lmckeogh Thats true. It could work for features or subsets, but for an entire product is incrediblyrisky.#prodmgmttalk -4:31 PM Sep 12th, 2011rcauvin A2: Focus not on what customers say they WANT, but on what PROBLEM it would solve, and what they DO.#prodmgmt #prodmgmttalk -4:31 PM Sep 12th, 2011Mack_McCoy True. This works for something like AMZN. RT @lmckeogh: "Strategy is about taking many small risks"Jeff Bezos bit.ly/n5u2a1 #prodmgmttalk -4:32 PM Sep 12th, 2011lmckeogh No, Jeff doesnt. Amazon is a disruptor that is flying beneath the radar #prodmgmttalk -4:32 PM Sep 12th,2011cindyfsolomon Q3 How do you respond to executive direction that you know is not going to be a successful model?#prodmgmttalk -4:33 PM Sep 12th, 2011Mack_McCoy YES!! RT @rcauvin: A2: Focus not on what customers say they WANT, but on...PROBLEM it wouldsolve, & what they DO. #prodmgmt #prodmgmttalk -4:33 PM Sep 12th, 2011ErikaLAndersen @rcauvin Customers know life experience, but not how to design products to meet needs. Thus, haveno clue what they want. #prodmgmttalk -4:34 PM Sep 12th, 2011GregWhiteOC: can go with biz case for particular product, OR... #prodmgmttalk -4:34 PM Sep 12th, 2011cindyfsolomon A3: respond very diplomatically with lots of butter & honey.... #prodmgmttalk -4:34 PM Sep 12th, 2011lmckeogh A3: This is where your metal as product manager gets proven. If you cannot sell an idea may want to findother line of work #prodmgmttalk -4:34 PM Sep 12th, 2011cindyfsolomon Greg says "Biz case! ex. built significant product for 1 leading customer for intended contract. Mgmtwanted to get vertical" #prodmgmttalk -4:35 PM Sep 12th, 2011GregWhiteOC: Built sig product for pilot customer with sig contract with this client. #prodmgmttalk -4:35 PM Sep 12th,2011Mack_McCoy A3: Diplomatically, but also dont be shy. Youre paid to make successful products, not execs vision.Depending on...#prodmgmttalk -4:35 PM Sep 12th, 2011thebuddygroup Hopefully the execs have their own version of a cabinet, whose opinions and input they value#BuddyUp #prodmgmttalk -4:35 PM Sep 12th, 2011GregWhiteOC: Sr mgmt wanted us to go after 5 big bank peers. But this was easier said then done #prodmgmttalk-4:36 PM Sep 12th, 2011lmckeogh A3: Going back to data as the great equalizer, sit w/ exec show the data & ask to see theirs. If yours iswrong rethink it. #prodmgmttalk -4:36 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 7 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkMack_McCoy A3: ...the org, will determine how you approach. Some orgs are data driven, so youll have to go thatroute. Others prefer... #prodmgmttalk -4:36 PM Sep 12th, 2011cindyfsolomon Greg cont: There was no actual vertical, all required customized solutions not transferable from originalproduct feature set #prodmgmttalk -4:36 PM Sep 12th, 2011thebuddygroup A3 Hopefully the execs have their own version of a cabinet, whose opinions and input they value#BuddyUp #prodmgmttalk -4:36 PM Sep 12th, 2011GregWhiteOC: Each bank had different models, strengths, was not 1-size-fits-all #prodmgmttalk -4:36 PM Sep 12th,2011Mack_McCoy A3: ...stories or persona or "real customer" feedback. It all depends. #prodmgmttalk -4:36 PM Sep 12th,2011thebuddygroup A3 If you see holes in the strategy, propose a solution, dont just point out the issue or youre causing aproblem, as well #prodmgmttalk -4:36 PM Sep 12th, 2011GregWhiteOC: But there was a significant need one tier down. Still intl/big companies #prodmgmttalk -4:37 PM Sep12th, 2011wapolanco A3: Im a big advocate of "the answer is in the numbers" stats will always prove or disprove a case.#prodmgmttalk -4:37 PM Sep 12th, 2011lmckeogh @thebuddygroup : yes, use an organic approach and bubble idea up through the ranks. Sheer peerpressure works too #prodmgmttalk -4:37 PM Sep 12th, 2011GregWhiteOC: Pushed to addl customers, other banks, utilities, manftg #prodmgmttalk -4:37 PM Sep 12th, 2011GregWhiteOC: Built a biz case to after the partclr mkt, had to align with feature set of roadmap #prodmgmttalk -4:38PM Sep 12th, 2011lmckeogh a3: it is not really execs job to truly know what to do, they rely on others around them for advice anddirection. #prodmgmttalk -4:38 PM Sep 12th, 2011cindyfsolomon Greg built biz case model to expand Mrkt 2 go after extended channel aligned w/road map featureplans - opened new markets #prodmgmttalk -4:38 PM Sep 12th, 2011GregWhiteOC: As we built the roadmap/biz case that paralleled a devp path. #prodmgmttalk -4:38 PM Sep 12th, 2011wapolanco Also, an effective PM can get top clients to comment/opine on roadmap. Sometimes that alone willpersuade execs. #prodmgmttalk -4:38 PM Sep 12th, 2011GregWhiteOC: Had to go to diff biz units, get their buy-in. #prodmgmttalk -4:39 PM Sep 12th, 2011cindyfsolomon Greg had to essentially sell "door to door" to each exec to get buy in (politics - essential pm skill)#prodmgmttalk -4:39 PM Sep 12th, 2011Mack_McCoy A3: Good 4-part article. Overcoming Organizational Resistance to Change: http://t.co/ZmLgWRw#prodmgmttalk -4:39 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 8 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalklmckeogh RT @wapolanco: Also, an effective PM can get top clients to comment/opine on roadmap. Sometimes thatalone will persuade execs #prodmgmttalk -4:39 PM Sep 12th, 2011ErikaLAndersen @GregWhiteOC: Result: Instead of 5 customers with small revenue target, 19 customers with muchhigher revenue target #prodmgmttalk -4:39 PM Sep 12th, 2011Mack_McCoy If only that were true! ;) RT @lmckeogh: a3: it is not really execs job to truly know what to do, they relyon others....#prodmgmttalk -4:39 PM Sep 12th, 2011thebuddygroup @lmckeogh Or negate input & enforce dictator leadership... whatever works in transmitting a half-baked idea! #prodmgmttalk #BuddyDown #jk -4:40 PM Sep 12th, 2011ErikaLAndersen RT @lmckeogh: a3: not really execs job to truly know what to do, they rely on others around them foradvice and direction. #prodmgmttalk -4:40 PM Sep 12th, 2011GregWhiteOC Interesting challenge doing a verbal interview that becomes a tweet stream and textdiscussion! #prodmgmttalk -4:40 PM Sep 12th, 2011ErikaLAndersen RT @Mack_McCoy: If only that were true! ;) RT @lmckeogh: a3: it is not really execs job to knowwhat to do, they rely others.. #prodmgmttalk -4:40 PM Sep 12th, 2011ErikaLAndersen RT @lmckeogh: @thebuddygroup : yes, use an organic approach and bubble idea up through theranks. Sheer peer pressure works #prodmgmttalk -4:41 PM Sep 12th, 2011ErikaLAndersen YES!!! RT @GregWhiteOC: Interesting challenge doing a verbal interview that becomes a tweetstream and text discussion! #prodmgmttalk -4:41 PM Sep 12th, 2011lmckeogh A3: how you couch the proposal is also important. Dont put exec in a meeting, hit them cold and expect afavorable decision #prodmgmttalk -4:42 PM Sep 12th, 2011cindyfsolomon Q4 Have you ever had to create a no-go business case? #prodmgmttalk -4:42 PM Sep 12th, 2011reinfluence @ErikaLAndersen @Mack_McCoy @lmckeogh execs make the decisions, using fact and input from theirdirect reports. #prodmgmttalk #prodmgmttalk -4:42 PM Sep 12th, 2011lmckeogh A4: Yes on both. Showed 5 options that all logically built to doing nothing. Net ROI didnt get us any furtherahead so why #prodmgmttalk -4:43 PM Sep 12th, 2011cindyfsolomon Welcome Tom @reinfluence Welcome @chrisboothe #prodmgmttalk -4:44 PM Sep 12th, 2011rcauvin @reinfluence @lmckeogh Some of the best execs empower a TEAM to make decisions. #prodmgmt#prodmgmttalk -4:44 PM Sep 12th, 2011ErikaLAndersen RT @lmckeogh: A4: Yes on both. Showed 5 options that all logically built to doing nothing. Net ROIgot us no further ahead... #prodmgmttalk -4:44 PM Sep 12th, 2011ErikaLAndersen YES!!! RT @rcauvin: @reinfluence @lmckeogh Some of the best execs empower a TEAM to makedecisions#prodmgmttalk -4:45 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 9 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkGregWhiteOC Wouldnt we all love to work for the best execs! @rcauvin: Some of the best execs empower a TEAM tomake decisions. #prodmgmt #prodmgmttalk -4:46 PM Sep 12th, 2011thebuddygroup Sometimes you need to swat out the options to ideate RT @cindyfsolomon: Q4 Have you ever had tocreate a no-go business case? #prodmgmttalk -4:46 PM Sep 12th, 2011ErikaLAndersen Team: becomes collaboration with best of what ppl have to offer #prodmgmttalk -4:46 PM Sep 12th,2011rcauvin RT @ErikaLAndersen: Team: becomes collaboration with best of what ppl have to offer #prodmgmttalk#prodmgmt -4:46 PM Sep 12th, 2011ErikaLAndersen Plus, everyone becomes stakeholder #prodmgmttalk -4:46 PM Sep 12th, 2011chrisboothe RT @lmckeogh: A3: This is where your metal as product manager gets proven. If you cannot sell an ideamay want to find other line of work #prodmgmttalk -4:46 PM Sep 12th, 2011reinfluence @rcauvin @lmckeogh Yes to empowerment! But they dont make the executives decisions.#prodmgmttalk -4:46 PM Sep 12th, 2011wapolanco @rcauvin: @reinfluence @lmckeogh Some of the best execs empower a TEAM to make decisions. Meansmoving frm mgr to leader! #prodmgmttalk -4:47 PM Sep 12th, 2011CindyFSolomon: When working for Apple sub, would allow downloads without registration #prodmgmttalk -4:47 PMSep 12th, 2011CindyFSolomon: Exec said wasnt using all info now, did not want to waste info #prodmgmttalk -4:47 PM Sep 12th,2011rcauvin @reinfluence @lmckeogh Some execs do in fact empower the team to make decisions. #prodmgmttalk#prodmgmt #leadership -4:47 PM Sep 12th, 2011GregWhiteOC You need to do a lot of education and lobbying. #prodmgmttalk -4:48 PM Sep 12th, 2011cindyfsolomon Q5 How important is a product roadmap to aligning your product with market needs? #prodmgmttalk -4:48 PM Sep 12th, 2011CindyFSolomon: made biz case for gathering info; learned a lot since becoming prod mgr #prodmgmttalk -4:48 PMSep 12th, 2011GregWhiteOC The product roadmap supports the business case and is a great tool for socializing your vision.#prodmgmttalk -4:49 PM Sep 12th, 2011Mack_McCoy Yes! Roadmap is key piece of internal communication & political selling. #prodmgmttalk -4:50 PM Sep12th, 2011wapolanco A5: Roadmap is essential in communicating the alignment between pm/org/industry. #prodmgmttalk -4:50PM Sep 12th, 2011Mack_McCoy Yes! RT @GregWhiteOC: The product roadmap supports the business case and is a great tool forsocializing your vision. #prodmgmttalk -4:50 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 10 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkErikaLAndersen Challenge is that even though want start exciting idea immediately, must get buy-in or idea killed#prodmgmttalk -4:50 PM Sep 12th, 2011rcauvin A5: A product roadmap is provisional but important for expressing & testing hypotheses. #prodmgmt#prodmgmttalk -4:50 PM Sep 12th, 2011thebuddygroup A5 A roadmap is very important. Know where you need to go, including budget & resource allocation,but prepare for bumps #prodmgmttalk -4:51 PM Sep 12th, 2011Mack_McCoy @GregWhiteOC Its also a critical piece for alignment to reduce duplicate work and set the stage for thedevelopment effort. #prodmgmttalk -4:51 PM Sep 12th, 2011GregWhiteOC Everyone has their own reasons for buying into a concept. #prodmgmttalk -4:51 PM Sep 12th, 2011Mack_McCoy Absolutely. RT @wapolanco: A5: Roadmap is essential in communicating the alignment betweenpm/org/industry. #prodmgmttalk -4:51 PM Sep 12th, 2011thebuddygroup RT @mack_mccoy: Also a critical piece for alignment to reduce duplicate work and set the stage forthe development effort. #prodmgmttalk -4:51 PM Sep 12th, 2011ErikaLAndersen Figure out reason for each stakeholder RT@GregWhiteOC: Everyone has their own reasons forbuying into a concept. #prodmgmttalk -4:52 PM Sep 12th, 2011cindyfsolomon Q6 Have you ever built a product that no customers specifically asked for? #prodmgmttalk -4:52 PMSep 12th, 2011Mack_McCoy lol. Thanks @GregWhiteOC. We make a great team.#prodmgmttalk -4:53 PM Sep 12th, 2011ErikaLAndersen A6: One well-known example, Ford built Car even though customers wanted faster horses#prodmgmttalk -4:53 PM Sep 12th, 2011lmckeogh A6: Yes. Customers exist in the problem space not the solution space. Understanding their problem canbuild a solution to it #prodmgmttalk -4:54 PM Sep 12th, 2011Mack_McCoy A6: You can find that everywhere. People often fall in love with tech for techs sake & build soln THENlook for a market.#prodmgmttalk -4:54 PM Sep 12th, 2011ErikaLAndersen @GregWhiteOC: Initially, no one wanted smart phones; but iPhone came out, and devs built apps#prodmgmttalk-4:54 PM Sep 12th, 2011rcauvin A6: Yes, the decision to launch my @Dadnab service a few years ago was based on market research but notrequests.#prodmgmttalk -4:54 PM Sep 12th, 2011ErikaLAndersen @GregWhiteOC: Now people finding ways to use apps to serve needs, ordering burrito from chipotle#prodmgmttalk-4:55 PM Sep 12th, 2011cindyfsolomon RT @Mack_McCoy: A6: You find that People often fall in love with tech for techs sake & build solnTHEN look for a market. #prodmgmttalk -4:55 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 11 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkwapolanco Very true RT @Mack_McCoy: A6: People often fall in love with tech for techs sake & build soln THEN lookfor a market.#prodmgmttalk -4:55 PM Sep 12th, 2011thebuddygroup Analyze the negative space for a positive! RT@lmckeogh: A6: Yes. Understanding [your customers]problem can build a solution #prodmgmttalk -4:55 PM Sep 12th, 2011lmckeogh @ErikaLAndersen : actually Ford never made that quote http://t.co/iFA1wHw. #prodmgmttalk -4:55 PM Sep12th, 2011GregWhiteOC Early phone apps were "toys" but now you can order a burrito or do your banking with an app.#prodmgmttalk -4:55 PM Sep 12th, 2011rcauvin A6: Part of the reason for focusing on market problems rather than requests is to truly innovate. #prodmgmt#prodmgmttalk -4:55 PM Sep 12th, 2011GregWhiteOC Product enhancement for TweetChat: [Enter] = update #prodmgmttalk -4:56 PM Sep 12th, 2011lmckeogh RT @Mack_McCoy: People often fall in love with tech for techs sake & build soln THEN look for a market.So true. #prodmgmttalk -4:56 PM Sep 12th, 2011reinfluence @rcauvin @lmckeogh Sure, inverting the pyramid, pushing decisions 2 team. http://t.co/zedqLN6 But notall want to share power #prodmgmttalk -4:56 PM Sep 12th, 2011ErikaLAndersen Cool. Never liked that quote but comes up a lot RT@lmckeogh: @ErikaLAndersen : actually Fordnever made that quote #prodmgmttalk -4:57 PM Sep 12th, 2011GregWhiteOC @rcauvin also to create a solution for a "market", not a "customer" #prodmgmttalk -4:57 PM Sep 12th,2011wapolanco @Mack_McCoy Twitter itself is an example of this. Tool was built first, market(s) determined later. Stillbeing defined today #prodmgmttalk -4:57 PM Sep 12th, 2011ErikaLAndersen Yes! RT @rcauvin: A6: Part of the reason for focusing on market problems rather than requests is totruly innovate. #prodmgmt #prodmgmttalk -4:57 PM Sep 12th, 2011ErikaLAndersen Totally agree RT @GregWhiteOC: Product enhancement for TweetChat: [Enter] = update#prodmgmttalk -4:57 PM Sep 12th, 2011thebuddygroup RT @gregwhiteoc: @rcauvin also to create a solution for a "market", not a "customer" #prodmgmttalk -4:57 PM Sep 12th, 2011lmckeogh @reinfluence : no, not all want to make decisions, but find the key influencers. Theyll share an opinion#prodmgmttalk -4:57 PM Sep 12th, 2011reinfluence So true. RT @lmckeogh @Mack_McCoy: People often fall in love with tech for techs sake & build solnTHEN look for a market. #prodmgmttalk -4:58 PM Sep 12th, 2011GregWhiteOC: Need to solve problem for mkt, not ind customers, otherwise run around solve each custs needs#prodmgmttalk -4:58 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 12 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkrcauvin @ErikaLAndersen @lmckeogh I like the Henry Ford quote, whether or not he said it. http://t.co/3KlFRMB#prodmgmt #prodmgmttalk -4:59 PM Sep 12th, 2011Mack_McCoy @wapolanco I kinda disagree. Twitter was in response to the pain of group txting. Granted, thats notwhere it ended up. :) #prodmgmttalk -4:59 PM Sep 12th, 2011thebuddygroup @wapolanco Great example. If your prototype offers insight for a great product line, youve won. Justdont waste it #prodmgmttalk -4:59 PM Sep 12th, 2011ErikaLAndersen Examples? RT @Mack_McCoy: People often fall in love with tech for techs sake & build soln THENlook for a market. #prodmgmttalk -4:59 PM Sep 12th, 2011ErikaLAndersen Agree. RT @thebuddygroup: @wapolanco If prototype offers insight for great product line, youve won.Just dont waste it #prodmgmttalk -5:00 PM Sep 12th, 2011thebuddygroup @lmckeogh Thanks for your insight -- you truly helped shape a great convo. Looking forward tochatting in the future! #prodmgmttalk -5:00 PM Sep 12th, 2011ErikaLAndersen Time FLEW by. Always happens when having fun, learning lots #prodmgmttalk -5:01 PM Sep 12th,2011cindyfsolomon Alliance of Product Professionals - Coming Soon! http://t.co/AEYw2K0 via @AlloPPs #prodmgmttalk -5:01 PM Sep 12th, 2011GregWhiteOC People often fall in love with tech for techs sake & build soln THEN look for a market. -- I saw a lot ofthis at FICO #prodmgmttalk -5:01 PM Sep 12th, 2011cindyfsolomon Todays unedited transcript of tweets: http://t.co/ysNLquB #prodmgmttalk -5:01 PM Sep 12th, 2011ErikaLAndersen Thanks to @GregWhiteOC for leading a great #prodmgmttalk -5:01 PM Sep 12th, 2011weharvie RT @rcauvin: @ErikaLAndersen @lmckeogh I like the Henry Ford quote, whether or not he saidit. http://t.co/3KlFRMB #prodmgmt #prodmgmttalk -5:01 PM Sep 12th, 2011cindyfsolomon Thank you @GregWhiteOC for speaking today and @ErikaLAndersen for co-hosting! Everyonesparticipation appreciated! #prodmgmttalk -5:01 PM Sep 12th, 2011thebuddygroup @mack_mccoy Kinda glad @Twitter steered off course! Otherwise, we all may never be in the sameconversations #grouptext #prodmgmttalk -5:02 PM Sep 12th, 2011GregWhiteOC At FICO, our customers kept telling us they dont need more analytics. They need ways to manage theanalytics weve given them #prodmgmttalk -5:02 PM Sep 12th, 2011cindyfsolomon Why Twitter for this discussion? http://t.co/XNKLpfA #prodmgmttalk -5:02 PM Sep 12th, 2011Mack_McCoy Thats because @GregWhiteOC rocks!! ;-) #prodmgmttalk -5:02 PM Sep 12th, 2011cindyfsolomon Join us next week for @Johnpeltier with co-host @rcauvin #prodmgmttalk -5:03 PM Sep 12th, 2011Mack_McCoy Perfect example of PMs adding features for features sake. RT @GregWhiteOC: At FICO, ourcustomers kept telling us they... #prodmgmttalk -5:03 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 13 San Francisco co-working space http://www.parisoma.com
  • Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCalSubscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalkwapolanco Thanks for the excellent convo all. Enlightening as usual! #prodmgmttalk -5:04 PM Sep 12th, 2011cindyfsolomon Please blog about your insights to todays talk to be reposted at http://t.co/M9OHkq6 #prodmgmttalk -5:05 PM Sep 12th, 2011thebuddygroup Thx for the great input; lookin fwd to more convo @erikalandersen @GregWhiteOC @cindyfsolomon @mack_mccoy @wapolanco @rcauvin #prodmgmttalk -5:05 PM Sep 12th, 2011cindyfsolomon Listen to Product Camp Radiohttp://t.co/IAzsTI6 Like us on facebook http://t.co/RAT9IOm#prodmgmttalk -5:05 PM Sep 12th, 201cindyfsolomon Follow us on LinkedIn http://t.co/oHqHAj7 Join LinkedIn group http://t.co/suySIm2 #prodmgmttalk -5:05PM Sep 12th, 2011GregWhiteOC If you are in SoCal, come to ProductCamp on Oct 15!!! #prodmgmttalk -5:05 PM Sep 12th, 2011Mack_McCoy Very true! RT @wapolanco: Thanks for the excellent convo all. Enlightening as usual! #prodmgmttalk -5:05 PM Sep 12th, 2011Mack_McCoy Care about Facebook?! Come on @CindyFSolomon. Its the biggest gorilla on the block. ;)#prodmgmttalk -5:06 PM Sep 12th, 2011cindyfsolomon Contribute to the Global Product Management Talk blog http://t.co/w1M3qLx Speaker Schedulehttp://t.co/w1vaquv #prodmgmttalk -5:06 PM Sep 12th, 2011cindyfsolomon Subscribe to our newsletter (coming soon!) http://t.co/Fpt4rea #prodmgmttalk -5:06 PM Sep 12th, 2011GregWhiteOC Thanks to @cindyfsolomon and @erikalandersen for this opportunity. Thank you all for yourcontribution.#prodmgmttalk -5:07 PM Sep 12th, 2011GregWhiteOC @Mack_McCoy Do you think Facebook would be a better platform for these discussions?#prodmgmttalk -5:08 PM Sep 12th, 2011GregWhiteOC If youre in SoCal, see Paul Young from Pragmatic Marketing and PC Austin at OC Product Managers9/20. #OCPM#prodmgmttalk -5:10 PM Sep 12th, 2011ErikaLAndersen My pleasure RT @cindyfsolomon: Thank you to@ErikaLAndersen for co-hosting today!#prodmgmttalk -5:10 PM Sep 12th, 2011Mack_McCoy @GregWhiteOC Intriguing question. I dont think FB is quite right. Id be tempted to use Google+. Ahangout would be a blast. #prodmgmttalk -5:10 PM Sep 12th, 2011Prodmgmttalk Unedited transcript http://bit.ly/rbLuOi Today’s stats 304 tweets generated 279,547 impressions,reaching an audience of 12,010 followers #prodmgmttalk -5:15 PM Sep 12th, 2011Prodmgmttalk RT @cindyfsolomon: Join us next week for @Johnpeltier with co-host Roger Cauvin @rcauvinhttp://bit.ly/qMMDVp #prodmgmttalk -5:16 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 14 San Francisco co-working space http://www.parisoma.com