AIPMM Webinar Series                         http://www.aipmm.com  © AIPMM 2013Friday, February 1, 13
© AIPMM 2013           http://www.aipmm.comFriday, February 1, 13
© AIPMM 2013           http://www.aipmm.comFriday, February 1, 13
Founded 1998                         Largest Product Management professional                           group              ...
Today’s Speakers         Moderator:                  Cindy F. Solomon, CPM, CPMM                  Founder, Global Product ...
Stay on To Win!               •Keep your Chat box open!               •Post your Questions in the Questions box during    ...
Product Innovation Leader                   February 5, 6, 7, 2013 8:30 AM - 5:00 PM  Special Package Price:  $1797.00    ...
FEATURED PRESENTATION  © AIPMM 2013                          http://www.aipmm.comFriday, February 1, 13
Informing Product                         Decisions: How To Move                         Faster With Less Process         ...
• Early employee at three startups ranging                           from bootstrapped to venture funded.                 ...
About Joe Stump                         •   Early employee at three                             startups ranging from     ...
Warring FactionsFriday, February 1, 13
Business                                       PMs        Makers                    Stakeholders                         F...
Check Your EgoFriday, February 1, 13
EVERYONE IN YOUR                   COMPANY IS                   CAPABLE OF                 HAVING A GREAT                 ...
Business StakeholdersFriday, February 1, 13
Quickly                         Correctly             CheaplyFriday, February 1, 13
YOU CAN’T HAVE                         YOUR CAKE AND                           EAT IT TOO.Friday, February 1, 13
“Want to increase                    innovation? Lower the cost                            of failure.”                   ...
ALLOW ENGINEERS                    TO INVEST IN                   AUTOMATION &                     TESTING.Friday, Februar...
Why?                         • Iterating on your product is all about                           shortening feedback loops ...
“The best products in                         the world start out as                               features.”             ...
Implementing vision                               takes time              Inception                      Your brain       ...
Questions?Friday, February 1, 13
MakersFriday, February 1, 13
“You should get a CS                degree. Its the only degree               that automatically makes you                ...
MAKERS ARE NOT                 EXPERTS IN SALES,                  MARKETING, NOR                     BUSINESS             ...
A Sampling of Non-                  Technical Product TODOs                         •   Financial model creation for      ...
SIMPLEGEO’S                   PRODUCT LAUNCH                   CHECKLIST HAD 41                   NON-ENGINEERING         ...
Friday, February 1, 13
Friday, February 1, 13
Friday, February 1, 13
ENGINEERS ARE NOT              DESIGNERS.          (SERIOUSLY. THAT IS                UGLY.)Friday, February 1, 13
DEVELOPERS ARE NOT           THE TARGET CUSTOMER.            (NO, REALLY, NOBODY                CARES ABOUT               ...
“Focus on the problem. If           you’re only excited about the            solution, you’ll lose interest           when...
Questions?Friday, February 1, 13
Delivering ProductFriday, February 1, 13
“If you’re not embarrassed                      when you ship your first                       version you waited too      ...
Product is Trench WarfareFriday, February 1, 13
BE MILITANT IN                         YOUR MINIMALLY                         VIABLE PRODUCT                              ...
Approaching Product                         1. Focus on a single use case that addresses                            the pr...
Iterating on Your                                   Product                         1. Have a great idea                  ...
Seriously?Friday, February 1, 13
Oh, whoops.                         • Turns out static mockups are ... static                         • Engineers implemen...
INVOLVE                      ENGINEERING IN                       THE PRODUCT                     DESIGN PROCESS.Friday, F...
Why would I do that?                         • Nobody knows your data better than your                           engineers...
Iterating the Yardsale                                   Way™                         1. Choose guiding rules based on the...
Promote                           Ownership                         Yay!Friday, February 1, 13
Why is this better?                         • Designer’s time is not lost on features that                           are n...
Process InterruptsFriday, February 1, 13
PRODUCTS ARE                           EITHER DATE-                            DRIVEN OR                         FEATURE-D...
Non-Blocking Development                           (NBD)                         1. No sprints, milestones, or dates are t...
Why is this better?                         • Shares reactive qualities of Kanban                         • Velocity metri...
“You can’t ship process.”                             VP of Product, Live Nation LabsFriday, February 1, 13
Questions?Friday, February 1, 13
About Joe Stump                         •   Early employee at three                             startups ranging from     ...
Please Join Us Again!                                     AIPMM Webinar Series:   Friday Feb 15                         DI...
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Webcast: Informing Product Decisions: How To Move Faster With Less Process

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There is often a wide gap between the priorities of projects within the development organization, the priority of the project in the view of the overall business, and the priority of the project in the eyes of the requester.

"I look at the Product Manager's job to run down the objective signals throughout the company, synthesize/distill them, and then use those signals to inform product decisions. Our big thing is that you can tell a lot more about how things are going from the information streams (or lack thereof) than from process management in itself," says Joe Stump, CEO, Sprint.ly

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February 7, 2013, San Francisco
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Moderated by Cindy F. Solomon, CPM, CPMM
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http://www.prodmgmttalk.com
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Transcript of "Webcast: Informing Product Decisions: How To Move Faster With Less Process "

  1. 1. AIPMM Webinar Series http://www.aipmm.com © AIPMM 2013Friday, February 1, 13
  2. 2. © AIPMM 2013 http://www.aipmm.comFriday, February 1, 13
  3. 3. © AIPMM 2013 http://www.aipmm.comFriday, February 1, 13
  4. 4. Founded 1998 Largest Product Management professional group Provides professional development , training and certification • Certified Product Manager • Certified Product Marketing Manager • Agile Certified Product Manager •Certified Innovation Leader © AIPMM 2013Friday, February 1, 13
  5. 5. Today’s Speakers Moderator: Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk Producer, Startup Product Summit http://startupproduct.com @cindyfsolomon @ProdMgmtTalk @startupproduct Presenter: Joe Stump Co-Founder, Sprint.ly © AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.comFriday, February 1, 13
  6. 6. Stay on To Win! •Keep your Chat box open! •Post your Questions in the Questions box during the session for Joe to answer during the Q&A at the end! Participants who ask questions will be entered into the drawings to win 6 Months Free Access to Sprint.ly AND free ticket to the San Francisco Startup Product Summit! All Winners will be announced at the end of the session! © AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.comFriday, February 1, 13
  7. 7. Product Innovation Leader February 5, 6, 7, 2013 8:30 AM - 5:00 PM  Special Package Price:  $1797.00  Product Innovation Leadership Training February 5 & 6, 2013 / 8:30 AM - 5:00 PM The course includes 2 Day Intensive Training ($1697 value), Certified Innovation Leader (CIL®) certification exam fee ($395 value), and a 1 year premium AIPMM membership ($175 value). This course also offers 16 PDUs for PMI® certified Project Management Professionals (PMP®).  http://aipmm.myshopify.com/     Startup Product Summit  February 7, 2013 / 8:30 AM - 5:30 PM 1-Day Conference: Discover how to work together to develop amazing products.   ($349 value) bringing together everyone who touches product at a company to talk frankly with a healthy mix of product managers, engineers, marketers and designers speaking from their experiences about products from every angle, including prototyping, roadmapping and marketing. Additional PDUs available. http:// startupproduct.com Startup Product Talks February 7, 2013 6:30 PM – 10 PM San Francisco meetup networking event included as part of Developer Week ($10+ value includes refreshments, beer & wine) © AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.comFriday, February 1, 13
  8. 8. FEATURED PRESENTATION © AIPMM 2013 http://www.aipmm.comFriday, February 1, 13
  9. 9. Informing Product Decisions: How To Move Faster With Less Process Joe Stump, CEO of Sprint.lyFriday, February 1, 13
  10. 10. • Early employee at three startups ranging from bootstrapped to venture funded. • Angel investor in three startups. • Advisor to seven venture funded startups. • Cofounder of three venture funded startups (SimpleGeo, attachments.me, & Sprint.ly).Friday, February 1, 13
  11. 11. About Joe Stump • Early employee at three startups ranging from bootstrapped to venture funded. • Angel investor in three startups. • Advisor to seven venture funded startups. • Cofounder of three venture funded startups (SimpleGeo, attachments.me, & Sprint.ly). • @joestump or joe@stu.mpFriday, February 1, 13
  12. 12. Warring FactionsFriday, February 1, 13
  13. 13. Business PMs Makers Stakeholders Faction A Mediators Faction BFriday, February 1, 13
  14. 14. Check Your EgoFriday, February 1, 13
  15. 15. EVERYONE IN YOUR COMPANY IS CAPABLE OF HAVING A GREAT IDEA.Friday, February 1, 13
  16. 16. Business StakeholdersFriday, February 1, 13
  17. 17. Quickly Correctly CheaplyFriday, February 1, 13
  18. 18. YOU CAN’T HAVE YOUR CAKE AND EAT IT TOO.Friday, February 1, 13
  19. 19. “Want to increase innovation? Lower the cost of failure.” Joi ItoFriday, February 1, 13
  20. 20. ALLOW ENGINEERS TO INVEST IN AUTOMATION & TESTING.Friday, February 1, 13
  21. 21. Why? • Iterating on your product is all about shortening feedback loops • Continuous deployment allows you to ship on code commit • Automated testing allows for aggressive refactoring with confidenceFriday, February 1, 13
  22. 22. “The best products in the world start out as features.” Kevin Systrom, CEO of InstagramFriday, February 1, 13
  23. 23. Implementing vision takes time Inception Your brain Funding v1.0Friday, February 1, 13
  24. 24. Questions?Friday, February 1, 13
  25. 25. MakersFriday, February 1, 13
  26. 26. “You should get a CS degree. Its the only degree that automatically makes you an expert on politics, finance, religion, and economics.” @thejayfieldsFriday, February 1, 13
  27. 27. MAKERS ARE NOT EXPERTS IN SALES, MARKETING, NOR BUSINESS DEVELOPMENT.Friday, February 1, 13
  28. 28. A Sampling of Non- Technical Product TODOs • Financial model creation for pricing • Messaging • Documentation • Customer development • Copywriting • Screencasts & Videos • Marketing plan for launch • Marketing materials • Public relations • Capturing requirements • Support • Business development • Community development • Funnel analysis • Sales training • Market research • Managing beta testers • Blog announcement • Contract negotiation • Newsletter announcementFriday, February 1, 13
  29. 29. SIMPLEGEO’S PRODUCT LAUNCH CHECKLIST HAD 41 NON-ENGINEERING ITEMS ON IT.Friday, February 1, 13
  30. 30. Friday, February 1, 13
  31. 31. Friday, February 1, 13
  32. 32. Friday, February 1, 13
  33. 33. ENGINEERS ARE NOT DESIGNERS. (SERIOUSLY. THAT IS UGLY.)Friday, February 1, 13
  34. 34. DEVELOPERS ARE NOT THE TARGET CUSTOMER. (NO, REALLY, NOBODY CARES ABOUT KEYBOARD SHORTCUTS.)Friday, February 1, 13
  35. 35. “Focus on the problem. If you’re only excited about the solution, you’ll lose interest when your solution doesn’t fix the problem. ” Adil Wali, CTO of ModClothFriday, February 1, 13
  36. 36. Questions?Friday, February 1, 13
  37. 37. Delivering ProductFriday, February 1, 13
  38. 38. “If you’re not embarrassed when you ship your first version you waited too long.” Reid Hoffman, Founder of LinkedInFriday, February 1, 13
  39. 39. Product is Trench WarfareFriday, February 1, 13
  40. 40. BE MILITANT IN YOUR MINIMALLY VIABLE PRODUCT (MVP).Friday, February 1, 13
  41. 41. Approaching Product 1. Focus on a single use case that addresses the problem 2. Start with a minimal core set of features 3. Release and listen to your users 4. Question your initial assumptions based on feedback 5. Rinse and repeatFriday, February 1, 13
  42. 42. Iterating on Your Product 1. Have a great idea 2. Wireframe in Balsamiq (or whatever) 3. Designer creates a static mockup 4. Static mockup is thrown “over the wall” to engineering to implementFriday, February 1, 13
  43. 43. Seriously?Friday, February 1, 13
  44. 44. Oh, whoops. • Turns out static mockups are ... static • Engineers implement it only to find out the UX is terrible • Engineering is unable to implement critical featuresFriday, February 1, 13
  45. 45. INVOLVE ENGINEERING IN THE PRODUCT DESIGN PROCESS.Friday, February 1, 13
  46. 46. Why would I do that? • Nobody knows your data better than your engineers • You likely aren’t an expert at data algorithms • They are your company’s best technologistsFriday, February 1, 13
  47. 47. Iterating the Yardsale Way™ 1. Choose guiding rules based on the problem 2. Have a great idea 3. Wireframe in Balsamiq (or whatever) 4. Engage engineering to build a vanilla prototype (e.g. Default Bootstrap or iOS/Android UI components) 5. Play, tweak, rinse, repeat 6. Once UX is nailed have a designer polish to perfectionFriday, February 1, 13
  48. 48. Promote Ownership Yay!Friday, February 1, 13
  49. 49. Why is this better? • Designer’s time is not lost on features that are not shippable • Timelines will not be disrupted by unforeseen technical hurdles • Avoids angering the engineersFriday, February 1, 13
  50. 50. Process InterruptsFriday, February 1, 13
  51. 51. PRODUCTS ARE EITHER DATE- DRIVEN OR FEATURE-DRIVEN.Friday, February 1, 13
  52. 52. Non-Blocking Development (NBD) 1. No sprints, milestones, or dates are tracked by engineering 2. Items are scored, velocity is tracked 3. Each developer works on an item to completion in a feature branch 4. Pull request via GitHub for review 5. Feature deployed immediately upon approval via continuous deploymentFriday, February 1, 13
  53. 53. Why is this better? • Shares reactive qualities of Kanban • Velocity metrics allow you to do reasonable capacity planning • Features ship in real-time as they’re completedFriday, February 1, 13
  54. 54. “You can’t ship process.” VP of Product, Live Nation LabsFriday, February 1, 13
  55. 55. Questions?Friday, February 1, 13
  56. 56. About Joe Stump • Early employee at three startups ranging from bootstrapped to venture funded. • Angel investor in three startups. • Advisor to seven venture funded startups. • Cofounder of three venture funded startups (SimpleGeo, attachments.me, & Sprint.ly). • @joestump or joe@stu.mpFriday, February 1, 13
  57. 57. Please Join Us Again! AIPMM Webinar Series: Friday Feb 15 DIFFERENCES BETWEEN PROJECT MANAGEMENT & PRODUCT MANAGEMENT http://aipmm.com/aipmm_webinars/ Global Product Management Talk Monday Feb 4 w/ Mariya Yao Product Strategist http://www.blogtalkradio.com/prodmgmttalk ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 3 Day Product Innovation Training, Certification Credential & Conference San Francisco, CA PRODUCT INNOVATION LEADER STARTUP PRODUCT SUMMIT http://aipmm.myshopify.com/ startupproduct.com February 5 & 6, 2013 February 7, 2013 +++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ++++++++++++++ Stay Informed! © AIPMM 2013 @AIPMM http:// www.aipmm.comFriday, February 1, 13

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