Dan RockwellProgram Manager of theSoftware Prototyping CenterOhio State TechnologyCommercialization & KnowledgeTransfer OfficeCo-Founder at Big Kitty Labs28 concepts, 7 startups, 3 yearsfun with SPEED and code
We’re all delusional until we get our asses kicked.
ownershipvision vs productprototype’s purposestrategybuild itparallel processingspeed is kinglie, cheat, stealevolvefeedback cyclethe tale of traction
divvy up the rolespick a product leadgrant them ownershipget out of their waythe product will die if no one owns itownership
Vision is timeless, unlimited budget and composed of inﬁnitepossibilities- a product has 120 days to be real.vision and product don’t mixat least not right nowyour mission is momentummaking something is momentumthe sales guy preaches vision, you execute itVision speaks to who you could be,product is what you wake up to the next morning.vision vs product
everything you do as the product leadshould be focused on going fastbuild your creative execution cycle tomaximize SPEEDeliminate barriers and choke points(rubber necking, ownership, delegating, design, ux, data collection, code, project management,knowing what’s happening and what’s next)be the ﬁrst to forgive yourself when theproduct sucksSPEED
SPEEDTHE PRODUCTTHE SPLASHThe ﬁrst brand we’re comfortable with.prototype, building it, accept that it is never endinginitial PR piece that tells people you’recoming,A/B test ground for vision andmarketing messages, feature alignment72 hours120 days to beta3 weeksthe brand you all eventually agree upon
SPEEDTHE PRODUCTdiscoveryjust thinking product...2 weeks120 days to betaiteration 15 daysfeed cycle3 daysiteration 22.5 weeksiteration 32.5 weeks
Build what matters, not- logins, useraccounts, payment systems, socialsharing components, about us pages.Steal from everyone.98% of your effort should be focusedon realizing your idea.Dressing isn’t traction. Traction is core conceptfailing miserably over multiple iterations todecent momentum.lie, cheat, steal
1st iteration is crap, barely works, looks like hell but your dateis still interested, its built in 5 days with crushing allnighters, massive brainstorms, sweet ah ha’s and poundingmusic. It is the ﬁrst time the team feels alive.It sets the pace of what’s to come.evolve2nd iteration is better, bit changes complete, addingsome sauce, cleaning the core. Adding little extras whilewe get some feedback.3rd iteration after decent feedback is progressive. The thing isshow-able more so than the ﬁrst. Its no joke, its working.
Feedback is the bane and the lifeblood of the product lead.You learn to love and hate feedback. You must collect it all,analyze for patterns and avoid rubbernecking at all costs.As the product lead you have authority to say no to dumbfeedback, especially if it takes you off course.Likewise you have the authority to tell team members, not yet.You are judged by the collective outcome of product,traction and momentum.feedback
let’s get some feedbackapprenticealoud protocolgoal scenariosavoid biaslet them stumbletell me morewhy
the worst feedbackits nicei think other peoplewould love this
bad feedback turquoise makes methink of my mother inthe wintertins? who has tins?sacla is a horrible brandlogo makes me think ofpants and my assicon for meat should be a cowsainsbury, who goes there?could be darker
feedback you can use i dont know if i canclick these are not, arethey buttons?pricing should be in $based off my accountpreferencessearch should capturecomments, descriptionssainsbury doesnt stand out as much asmost popular, i’m not sure where i’m atis that a drop down?
the productfeedbackcollectedand heardmore oftenfeedbackwith nopatterniterativeoperationalfeedback20minutesto ﬁxvisionorientatedfeedbackyou cantaddressrubberneckvillespeed
build for productbuild for team synergybuild is tractiontraction is attractivetale of tractionenable your story- lessons learned- give back- document it
so let’s recapown itlead it- be the product not the visionunderstand the prototypes purposewhat are you buildingparallel process, pr vs product, you can do bothtech doesn’t matterSPEED, SPEED, SPEEDdo not build crap that doesn’t matterevolve through iterationsget feedback, analyze, act onthe tale story of how you’re making it happen
thanks,questions?presented for Ohio University - Innovation Engine Accelerator 2013