PCT 2010 - 5 min- Product Management Axioms

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Saeed Khan explains 4 fundamental rules that all Product Managers should follow to improve their odds of success in their role.

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PCT 2010 - 5 min- Product Management Axioms

  1. 1. Product Management Axioms<br />Rules to Follow for Product Management Success<br />Saeed Khan<br />Twitter: @saeedwkhan, @onpm<br />http://www.onproductmanagement.net<br />
  2. 2. Every Activity is part of a Sale<br />Axiom # 1<br />
  3. 3. Product Management is cross-functional<br />It is a matrixed role<br />Product Managers must influence those around them to achieve desired results<br />What do people say?<br />
  4. 4. How can you INFLUENCE others to help you achieve your goals?<br />
  5. 5. Gain people’s trust<br />
  6. 6. Understand their needs and objectives<br />
  7. 7. Know why they will block you<br />
  8. 8. Know their influencers and allies<br />
  9. 9. Know what is competing for their time<br />
  10. 10. Convince them you can help them<br />
  11. 11. Gain people’s trust<br />Understand their needs and objectives<br />Know why they will block you<br />Know their influencers and allies<br />Know what is competing for their time<br />Convince them you can help them<br />Sounds like a sales process to me<br />
  12. 12. Nail it, then Scale it<br />Axiom # 2<br />
  13. 13. Provide value to one group or segment of customers, achieve your goals (revenue, profit, etc.) THEN expand, expand, expand<br />
  14. 14. Two short case studies<br />1. Webvan<br />2. Craigslist<br />
  15. 15. Webvan – How not to run a business<br />
  16. 16. Webvan – started in SF Bay Area<br />
  17. 17. Webvan – started in SF Bay Area<br />First location was not profitable<br />
  18. 18. Webvan – expanded to many cities<br />
  19. 19. Webvan – expanded to many cities<br />New locations were also unprofitable <br />
  20. 20. Webvan – How not to run a business<br />Founded in 1999 <br />Within 18 months spent $1,000,000,000 ($1 Billion) on warehouses, trucks etc.<br />Rapidly expanded into multiple US cities<br />Raised almost $500,000,000 by going public and bought out one of its largest rivals, HomeGrocer. <br />By 2001, declared bankruptcy, firing 2,000 employees in the process. <br />
  21. 21. Craigslist – started small & simple (1999)<br />
  22. 22. Evolved slowly (May 2000)<br />
  23. 23. Scaled once patterns were clear (July 2000)<br />
  24. 24. Continued Scaling (Dec 2000)<br />
  25. 25. Today – 100’s of Cities – Same Interface<br />
  26. 26. Craigslist today – Top 10 in US-Top 50 WW<br />
  27. 27. Change is a process, not an event<br />Axiom # 3<br />
  28. 28. You are an agent…<br />
  29. 29. …of change!<br />
  30. 30. Change is never easy…<br />
  31. 31. Nor does it happen overnight…<br />
  32. 32. The Change Cycle – truly a process<br />Point of initial awareness<br />Peak of Elation and Relief <br />Slope of Understanding<br />Plateau of Acceptance <br />Trough of Anxiety and Confusion<br />See http://wp.me/pXBON-1D3 for more info <br />
  33. 33. Think horizontally, act vertically<br />Axiom # 4<br />
  34. 34. A view of Product Management<br />
  35. 35. Another view of Product Management<br />
  36. 36. Product Management looks across silos…<br />
  37. 37. But works with each individually to foster change<br />
  38. 38. Every Activity is part of a Sale<br />Nail it, then Scale it<br />Change is a process, not an event<br />Think horizontally, act vertically<br />Product Management Axioms<br />
  39. 39. Get your favourite Axiom on a Mug!<br />http://www.zazzle.com/onpm44<br />
  40. 40. Rules to Follow for Product Management Success<br />Saeed Khan<br />Twitter: @saeedwkhan, @onpm<br />http://www.onproductmanagement.net<br />Product Management Axioms<br />

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