The Heart of the Matter

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Creating customer-centric products while using influence, building consensus and collaborating across the enterprise

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The Heart of the Matter

  1. 1. The Heart of the MatterCreating customer-centric products while using influence, buildingconsensus and collaborating across the enterpriseCalvin Marshall
  2. 2. My Background
  3. 3. Your opinion, although interesting, isirrelevant – Steve Johnson, April, 2000
  4. 4. Online formPoint APoint BOperationsPricingServiceDeliveryLine HaulEtc…Shipping Label
  5. 5. Latin America& CaribbeanPMFeeMgmtSalesCust.SrvcPMOWebDesignMktgCommsOpsLineHaulPricingPMPMCanadaUnited States
  6. 6. Parable of the blind men and the elephant
  7. 7. So….how do Product Managers workwith these disparate groups when, aspreviously stated, their opinion isirrelevant?
  8. 8. HumilityCan’t weall just getalong?FocusOn TheCustomerBringOthersAlongGive UpSomeControlInfluenceWithoutAuthority
  9. 9. InfluenceWithoutAuthorityFive Types of Power(Coercive, Reward, Legitimate, Expert, Referent) Features and functionality Customers in the office? Data, please!
  10. 10. Reach across the aisle to build consensus Understand to be understood Thanks for the invitation Find the keeper of the knowledgeCan’t weall just getalong?
  11. 11. BringOthersAlongCreate opportunities to build partnerships At work in the field Sharing is caring
  12. 12. They’re experts, too. Let a player play Seek opinion and input They’re pushing your agendaGive UpSomeControl
  13. 13. Know when to hold ‘em Intellectual curiosity Ask for helpHumility
  14. 14. Products are created to satisfy customers (or potentialcustomers) existing or latent needs. How does it impact the customer? Functionality, feature richness, overall experience? Reality Check: sometimes, its really a business needFocusOn TheCustomer
  15. 15. PMPMPMWhen you’re dealing with this….
  16. 16. ……or worse, this…..
  17. 17. Your CompetitionYour Team
  18. 18. Calvin MarshallLinked In: http://www.linkedin.com/in/calvinmTwitter: co_marshallWebsite: http://www.fourpeasconsulting.com

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