PCT2010 - Why Driven Doadmap

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Product Managers frequently struggle to develop, communicate, and stay on strategy as expressed in a product roadmap. Demands from sales and changing tides in executive opinions can side track the best laid plans. The key to staying on track is to avoid feature wars and start with "why"; why your product, why this release, why this strategy, and why this roadmap. This talk will present that argument, drawing on the best-selling leadership book "Start with Why", and will include practical tools to translate the idea into a product development setting.

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PCT2010 - Why Driven Doadmap

  1. 1. The Why-Driven Roadmap<br />Setting direction and staying on track<br />Alan Armstrong<br />Managing Director<br />Eigenworks, Inc.<br />aa@eigenworks.com<br />May 30, 2010<br />
  2. 2. What is this session really about?<br />
  3. 3. What is this session really about?<br />
  4. 4. Additional Resources<br />Articles: www.onproductmanagement.net<br />Win/Loss Services (www.eigenworks.com)<br />Podcasts: <br />Resilient Relationship<br />http://bit.ly/rrelationship<br />Michael Papanek<br />Disruptive business models<br />http://bit.ly/sweetlew<br />
  5. 5. Great Product Managers start with WHY<br />http://bit.ly/sww-intros<br />
  6. 6. Starting with WHY<br />“WHY” is Market Centric<br />Give us a narrative<br />Values and social impact<br />Users and what’s at stake<br />Nothing about <br />Your company<br />Your product<br />
  7. 7. Starting with WHY<br />Apple iPhone: <br />Everyone needs a phone<br /> Smart phones suck<br />Other examples:<br />Social values under threat<br />Huge social opportunity<br />Competitive weaknesses<br />Unserved needs<br />
  8. 8. What is the WHY of …<br />Your company?<br />Your product?<br />Your current job?<br />Your career?<br />
  9. 9. HOW we compete<br />weak<br />pass<br />strong<br />
  10. 10. HOW we compete<br />weak<br />category <br />strength<br />pass<br />strong<br />
  11. 11. HOW we compete<br />product<br />strength<br />weak<br />pass<br />strong<br />
  12. 12. HOW we plan releases<br />Release Goals: <br /><ul><li>Widen differentiation
  13. 13. Close competitive gap
  14. 14. Cover business basics</li></li></ul><li>HOW we address the market<br />
  15. 15. HOW we manage our portfolio<br />
  16. 16. HOW we manage our portfolio<br />
  17. 17. What are we releasing?<br />
  18. 18. The why-driven roadmap<br />
  19. 19. Roadmapping is a process,<br />Roadmap is the output<br />
  20. 20. Roadmaps signal intent<br />Contracts legally bind<br />
  21. 21. Expect your competitors to see<br />whatever give to sales or analysts<br />
  22. 22. Great Product Managers start with WHY<br />http://bit.ly/sww-intros<br />
  23. 23. What is the WHY of …<br />Your company?<br />Your product?<br />Your current job?<br />Your career?<br />
  24. 24. The Why-Driven Roadmap<br />Setting direction and staying on track<br />Alan Armstrong<br />Managing Director<br />Eigenworks, Inc.<br />aa@eigenworks.com<br />May 30, 2010<br />

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