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Product Vision as a Tool in Agile Work
 

Product Vision as a Tool in Agile Work

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My Presentation from Agile 2012 in Dallas

My Presentation from Agile 2012 in Dallas

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  • Vision is a powerful thing...\n
  • Problem for Agile is customer proxies that lack vision\n
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  • Social Media ascendent - SXSW - extreme interest\n\nMarkets are conversations - Cluetrain (1999) - Do not “target”, interact instead\n\nWhat to convey? - This is my product?? - This is ME. This is what I think.\n\n
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  • Examples:\n\nActiverse - users in complete control of “Presence” - Release 1.0 story\n\nParcPlace/Oracle/Java - Portability is key - Story = Hardware swiftly changing, avoid lock-in, move as needed\n\n\n\n\n\n\n\n\n\n\n\n
  • “Earthrise” Apollo 8 - Christmas Eve 1968 - A new view of the world\nA new type of environmentalism begins\n\nYour view of the “world” has a tremendous effect on your customers\nWhat are the issues of importance?\nWhat things are going to change?\nWhat do you think are the real problems?\nWhere are you going?!\n\nWho sees things the way you do? That is your market.\n\n\n
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  • Datahero\nGoogle\nPatagonia\nValve\n
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Product Vision as a Tool in Agile Work Product Vision as a Tool in Agile Work Presentation Transcript

  • Product Vision as a Tool in everyday Agile work
  • IntroductionWho am I?What is my Vision? PO/PMs are overwhelmed with details Need = strategic AND practical Make vision a widespread iterative toolLots of Examples...one constraint
  • IntroductionWho am I?What is my Vision? PO/PMs are overwhelmed with details Need = strategic AND practical Make vision a widespread iterative toolLots of Examples...one constraint
  • OverviewDeveloping a product visionCommunicating your ideas and plansUsing vision everydayWhen vision meets reality
  • Markets are Conversations So what do you have to say?
  • Developing a Product Vision A vision should be an opinion. Should be expressible on an elevator ride If it is unique it separates you from the pack
  • Typical Visions“Leading Provider...”“Increase ROI”“Be a market leader”“To be recognized”
  • Typical Visions“Leading Provider...” = “I want to win”“Increase ROI”“Be a market leader”“To be recognized”
  • Typical Visions“Leading Provider...” = “I want to win”“Increase ROI” = “... more money”“Be a market leader”“To be recognized”
  • Typical Visions“Leading Provider...” = “I want to win”“Increase ROI” = “... more money”“Be a market leader” = “... be successful”“To be recognized”
  • Typical Visions“Leading Provider...” = “I want to win”“Increase ROI” = “... more money”“Be a market leader” = “... be successful”“To be recognized” = “...be important”
  • Typical Visions“Leading Provider...” = “I want to win”“Increase ROI” = “... more money”“Be a market leader” = “... be successful”“To be recognized” = “...be important”
  • CluetrainCompanies attempting to positionthemselves should take a position.Optimally it should relate to somethingthe market actually cares about.Bombastic boasts do not = a position
  • How do you see the world? Who else sees things the way I do?
  • How do you see the world?Worldview : What do youbelieve? Who else sees things the way I do? What does the future look like? Given your worldview, what is needed and most important?
  • Thinking DifferentNot enough to have an opinion, it needs tostand out. Sometimes be a contrarian! What makes you capable/ interesting?Partners rather thancompetitors?
  • What are you doingabout what you believe?Building the product that is needed Your Worldview builds the case What product or services SUPPORT your opinions? Prioritize vs ignore vs outsource
  • Examples
  • Examples - A Gun is a Tool
  • Examples - A Gun is a ToolEnvisions a handgun that emphasizesreliability and light weight over looksSolution: Polymer Glock 17 with 50%fewer parts than competitorsChanged perceptions
  • Examples
  • Examples - Simple Sync
  • Examples - Simple SyncEnvisions a connected world with peoplehaving many devicesSolution: Seamless and effortless syncingand backup across devicesDemonstrated Cloud utility
  • ExamplesEnvisions a connected world with peoplehaving many devicesSolution: Seamless and effortless syncingand backup across devicesDemonstrated Cloud utility
  • Examples
  • CommunicatingWho and How Many kinds of people: customers, supporters, investors, partnersDrawing your Worldview Statements, Papers, Talks, Screencasts, Demos Thought leaders, Communities, Reviews
  • Vision ExamplesDataHero Brings Analytics to EveryoneOrganize the world’s information and make ituniversally accessible and useful. - ??Our values reflect those of a business started by aband of climbers and surfers, and the minimalist stylethey promoted. The approach we take towards productdesign demonstrates a bias for simplicity and utility.- ??A place where incredibly talented individuals areempowered to put their best work into the hands ofmillions of people, with very little in their way. - ??
  • Vision as a ToolMotivation - Eyes on the prizePrioritization and evaluationIntegration and TestingDevOps & Continuous Delivery
  • Motivation
  • Motivation
  • Motivation
  • MotivationVision needs to be reinforced!
  • MotivationVision needs to be reinforced!Every planning meeting
  • MotivationVision needs to be reinforced!Every planning meeting Start with big picture -> current sprint
  • MotivationVision needs to be reinforced!Every planning meeting Start with big picture -> current sprintOther reminders - flags, posters, talks
  • PrioritizationIf this process is mysterious you have a problem<- smellBreak priority apart - Offense, Defense, Cost,... Does it support your Worldview? - upgrade Be creative about focusing on your vision! Minimizing effort on everything else
  • Scientific Method for Development Customer Development Validated Learning
  • Integration and Test Q: Do your tests PROVE your vision? Example: “The future of education is a custom learning plan for every child.” Tests (focus of testing your core assumptions) Practical for one teacher to create 20-30 plans? Assign and track? Schools managing hundreds of plans? Parent communication? Support?
  • DevOps, Continuous DeliveryPresents its own vision of software development withoutcomplex and risky releases Small incremental features delivered as they are built - always integrating and testingBuild your vision in smallsteps rather than all atonce This is win since your vision is likely to evolve Minimize Up front investment
  • When Vision meets Reality
  • Market ReactionsYour own Sales force - help them tell the taleCustomers, Partners, Upper MgmtPress, Analysts They want a “story”, give them yours Wild-eyed supporters and trolls Productive use of feedback
  • Dealing with “Events”You won’t always be the freshest idea out there Others will always make claims that they have it all “figured out” Easy to panic...Go back to your Worldview Are your assumptions still valid? Do you still believe in your story? Ok to change and evolve - pivot
  • Thanks!BTW Valtech is just starting to work in Hawaii... kelly.looney@valtech.com
  • Thanks!BTW Valtech is just starting to work in Hawaii... kelly.looney@valtech.com
  • Gain Attention
  • Avoid Hecklers
  • Be Thought-Provoking
  • Avoid
  • Goal