Produktledardagen 2012:             Product Management              Observations from                Silicon Valley       ...
About Rich Mironov Veteran product manager/exec/strategist    Organizing product organizations    Business models, pric...
Agenda1. What do product managers   Produktledar                                 dagen:   do?                             ...
Our Challenge Technical product management in Silicon  Valley for 40+ yearsBut… Inconsistent titles Responsibility > au...
We Are Now A Community Ten years ago…   Very few PM articles, books, thought leaders   SVPMA was the only face-to-face ...
What Does a Product Manager Do? For commercial technology (HW/SW/Services)   PM drives delivery and market    acceptance...
What Does a Product Manager Do?                        budgets, staff,                           strategy, forecasts,     ...
Product Mgmt Planning Horizons                                         many years                             Strategy    ...
Nature of Product Role No natural sequence for PM   Must work all aspects in parallel   Entire planning onion Intensel...
The ideal candidate                               for a tough job…10 - PRODUKTLEDARDAGEN 2012                         www....
Agenda1. What do product managers    Produktledar                                  dagen:   do?                           ...
Product Managers Should Love Agile We all want better/faster development Agile = collection of software best practices ...
“small p” product owner                                   Executives  priorities, requirements,  personas, user stories…  ...
Product Owner Failure Modes Weak on market realities   Pricing, packaging, selling,    upgrades, service models,    disc...
PO/PM Organizational Map                         GM - VP PM - VP Eng/CTO                                Product           ...
Agenda1. What do product managers    Produktledar                                  dagen:   do?                           ...
Blank & Ries Every entrepreneur in Silicon Valley  has read these books Focus on product/market fit Early testing and q...
Agenda1. What do product managers    Produktledar                                  dagen:   do?                           ...
Product Management Take-Aways We need to drive clarity and appreciation of  product management Great product management ...
Contact Information                 +1-650-315-7394                 rich@mironov.com                 www.mironov.com      ...
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Produktledardagen Keynote, March 2012

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Keynote for March 2012 Product Leadership Days ("Produktledardagen") in Stockholm, hosted by Tolpagorni's Magnus Billgren. A 2-day event with 60+ product mgrs/execs from Sweden & northern Europe.

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  • Hewlett-Packard Company co-founder William R. (Bill) Hewlett (right) talking with an HP Labs employee at the workbench in February 1956.
  • Pragmatic and 280 Group are from late 1990’s. Steven Haines’ PM Desk Reference. SVPMA is 10 years old.Blogs: Tyner-Blain, Cranky PM, ONPM blogroll http://onproductmanagement.net/resources/blogroll/ has 87 PM + PMM and othersRecruiters recognize the title
  • No natural sequence for PMMust work all aspects in parallelPlanning onion as simultaneous equationBottoms-Up Shapes Top-DownCustomer visits inform market viewCompetitive price points drive business modelFeature complexity shapes release planTop-Down Shapes Bottoms-UpMarket segmentation determines customer selection and benefitsProduct strategy drives backlogProduct Management provides strategy, judgment and integration as well as executionOwning market success is an unbounded problem
  • Produktledardagen Keynote, March 2012

    1. 1. Produktledardagen 2012: Product Management Observations from Silicon Valley Rich Mironov Stockholm 22 March 20121 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    2. 2. About Rich Mironov Veteran product manager/exec/strategist  Organizing product organizations  Business models, pricing, agile 5 startups, including as CEO/founder “The Art of Product Management” Founded Product Camp, chaired first product stage at Agile conference 2 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    3. 3. Agenda1. What do product managers Produktledar dagen: do? Product2. Impact of Agile Management trends3. Lean Startup is Hot4. Take-Aways 3 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    4. 4. Our Challenge Technical product management in Silicon Valley for 40+ yearsBut… Inconsistent titles Responsibility > authority Parent organization (Eng  Marketing) People problems > technical problems 4 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    5. 5. We Are Now A Community Ten years ago…  Very few PM articles, books, thought leaders  SVPMA was the only face-to-face network Now…  27 Product Camps in 2011  90+ blogs, LinkedIn groups, Twitter…  Formal classes (2-day, 5-day, 20-day) More respect, more networks, more recruiters 5 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    6. 6. What Does a Product Manager Do? For commercial technology (HW/SW/Services)  PM drives delivery and market acceptance of whole products  PM targets market segments, not individual customers For strategic internal development  PM resolves competing priorities  PM drives acceptance and adoption 6 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    7. 7. What Does a Product Manager Do? budgets, staff, strategy, forecasts, commitments, roadmaps, targets competitive intelligence Executives market information, priorities,requirements, roadmaps, MRDs, Field input, personas, user stories… Product market feedback Management Mktg & Markets & Development Sales Customers product Segmentation, messages, benefits/features, pricing, qualification, demos… 7 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    8. 8. Product Mgmt Planning Horizons many years Strategy years Exec Portfolio many mons Product PM Release 2-9 mon Sprint 2 wk Dev Team Daily Time scale depends on8 - PRODUKTLEDARDAGEN 2012 product and sales cycle www.mironov.com
    9. 9. Nature of Product Role No natural sequence for PM  Must work all aspects in parallel  Entire planning onion Intensely interrupt-driven Bottom-up meets top-down Product Management must provide strategy, judgment and integration as well as execution 9 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    10. 10. The ideal candidate for a tough job…10 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    11. 11. Agenda1. What do product managers Produktledar dagen: do? Product2. Impact of Agile Management trends3. Lean Startup is Hot4. Take-Aways 11 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    12. 12. Product Managers Should Love Agile We all want better/faster development Agile = collection of software best practices Product Owner: how engineers see product management IMHO, a tragedy for revenue products… 12 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    13. 13. “small p” product owner Executives priorities, requirements, personas, user stories… product owner Marketing/Sales Development Customers product13 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    14. 14. Product Owner Failure Modes Weak on market realities  Pricing, packaging, selling, upgrades, service models, discounting, competition Not connected to Marketing/Sales Trades off company-wide strategy for product features Confuses showcase customers with broader market 14 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    15. 15. PO/PM Organizational Map GM - VP PM - VP Eng/CTO Product Management Organization product owners more market-focused more technical15 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    16. 16. Agenda1. What do product managers Produktledar dagen: do? Product2. Impact of Agile Management trends3. Lean Startup is Hot4. Take-Aways 16 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    17. 17. Blank & Ries Every entrepreneur in Silicon Valley has read these books Focus on product/market fit Early testing and quick pivots Fail Fast IMHO, much better results with seasoned product managers 17 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    18. 18. Agenda1. What do product managers Produktledar dagen: do? Product2. Impact of Agile Management trends3. Lean Startup is Hot4. Take-Aways 18 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    19. 19. Product Management Take-Aways We need to drive clarity and appreciation of product management Great product management can be invisible PM leaders work on organizational and strategy issues PM must drive company-wide improvements: agile, lean, strategy 19 - PRODUKTLEDARDAGEN 2012 www.mironov.com
    20. 20. Contact Information +1-650-315-7394 rich@mironov.com www.mironov.com @RichMironov www.linkedin.com/in/richmironov20 - PRODUKTLEDARDAGEN 2012 www.mironov.com

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