Produktledardagen Keynote, March 2012

Produktledardagen 2012: Product Management Observations from Silicon Valley Rich Mironov Stockholm 22 March 20121 - PRODUKTLEDARDAGEN 2012 www.mironov.com

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

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

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

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

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

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

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

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

The ideal candidate for a tough job…10 - PRODUKTLEDARDAGEN 2012 www.mironov.com

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

“small p” product owner Executives priorities, requirements, personas, user stories… product owner Marketing/Sales Development Customers product13 - PRODUKTLEDARDAGEN 2012 www.mironov.com

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

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

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

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

Contact Information +1-650-315-7394 rich@mironov.com www.mironov.com @RichMironov www.linkedin.com/in/richmironov20 - PRODUKTLEDARDAGEN 2012 www.mironov.com

Produktledardagen Keynote, March 2012

by Rich Mironov on Apr 08, 2012

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