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Introducing The Guide To The Product Management Body of Knowledge, ProdBOK

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The ProdBOK® Guide Is Available for Purchase on Amazon here: http://amzn.to/15nSR2L

Today the product management community is a robust, thriving community of very intelligent and talented people that are rarely ever content with the status quo and who strive to change their industries and their organizations for the better. We face significant business challenges every day and develop thick skin and laser-like focus – necessary traits for success. Successful product managers have to be smart, flexible, and savvy leaders in spite of the fact, that unlike other professions, there is little academic training for product managers, so we are forced to learn as we go, and there is no industry consensus on what product management is and does.

For the last three years approximately sixty of the industry’s leading product professionals banded together and contributed to the development of the ProdBOK Guide. The goal? To distill a collaborative cornerstone that can be built upon to ensure that the product management profession better supports the needs of the product community at large.

Greg says, "It’s been a tremendous privilege to collaborate with a wide swath of industry thought leaders inside and outside of the product management community. Delighted to celebrate the publication of the ProdBOK with the global product talk community!"

Replay of webcast: http://bit.ly/1aDT7fN
Listen to Global Product Management Talk broadcast discussion: http://bit.ly/17jR2jg
Accompanying storify bit.ly/18MFbKP tweets bit.ly/1azNZta

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Introducing The Guide To The Product Management Body of Knowledge, ProdBOK

  1. 1. Greg Geracie, President, Actuation Consulting Introducing the Product Management Body of Knowledge Guide (ProdBOK) 09.09.2013 http://StartupProduct.com
  2. 2. Moderator, Cindy F. Solomon, is host of the Global Product Management Talk broadcast and founder of the Startup Product movement for product excellence. @cindyfsolomon Speaker Greg Geracie, President, Actuation Consulting Editor in chief of the Guide to the ProdBOK Author, Take Charge Product Management @greggeracie http://StartupProduct.com
  3. 3. http://StartupProduct.com
  4. 4. © 2011 Actuation Consulting, LLC Propel forward. The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) A Conversation with Greg Geracie,
  5. 5. © 2011 Actuation Consulting, LLC Propel forward. 5 The material contained in this presentation is protected under the copyright laws of the United States. This material may not be reproduced in any form or by any means without the express written permission of Actuation Consulting. Any infringement of these copyrights or trademarks will be prosecuted to the full extent of the law. © Actuation Consulting. All rights reserved. The product management body of knowledge (ProdBOK)® is the property of The Association of International Product Marketing and Management ©
  6. 6. © 2011 Actuation Consulting, LLC Propel forward. 6 Greg Geracie • President, Actuation Consulting • Author of the global best seller Take Charge Product Management • Adjunct Professor at DePaul University’s College of Computing and Digital Media • Editor-in-Chief of The Guide to the Product Management and Marketing Body of Knowledge© ©
  7. 7. © 2011 Actuation Consulting, LLC Propel forward. 7 Steven D. Eppinger • Professor Management Science and Innovation at MIT • Holds the General Motors Leaders for Global Operations Chair • Teaches interdisciplinary product development courses • Co-author of another leading textbook entitled Product Design and Development (5th edition) McGraw-Hill • ProdBOK Guide co-editor
  8. 8. © 2011 Actuation Consulting, LLC Propel forward. 8 What is the ProdBOK Guide? • About Body’s of Knowledge • Other well-known BOK’s Why is a ProdBOK Guide Needed? • Blurry boundary lines • Support the profession’s evolution Who was Involved in the BOK’s Development? • Contributors Today’s Topics ®
  9. 9. © 2011 Actuation Consulting, LLC Propel forward. What is the ProdBOK Guide? 9
  10. 10. © 2011 Actuation Consulting, LLC Propel forward. A Cornerstone • The language of the profession • Process groups used to accomplish work • Information and tools that help practitioners improve their effectiveness 10 Body’s of Knowledge establish: BOKs are living documents that evolve along with the profession.
  11. 11. © 2011 Actuation Consulting, LLC Propel forward. 11 Universal Prerequisites of a BOK
  12. 12. © 2011 Actuation Consulting, LLC Propel forward. 12 Three Conditions • A BOK must be sponsored by an industry association • A BOK needs to incorporate a wide variety of industry voices to ensure a representative view of the profession • BOKs typically require multi-year development efforts
  13. 13. © 2011 Actuation Consulting, LLC Propel forward. Other Well-Known BOKs 13 PMBOK BABOK SWEBOK
  14. 14. © 2011 Actuation Consulting, LLC Propel forward. The Benchmark for All BOKs 14 • Dominant standard for the project management profession • Over 3 million copies in circulation • Professional membership has increased to over 334,000 Fueled the growth of the project management profession
  15. 15. © 2011 Actuation Consulting, LLC Propel forward. Why is a ProdBOK Guide Needed? 15 Source: Take Charge Product Management © by Greg Geracie. All rights reserved.
  16. 16. © 2011 Actuation Consulting, LLC Propel forward. 16 Poor Academic Adoption
  17. 17. © 2011 Actuation Consulting, LLC Propel forward. Rite of Passage: Trial by Fire 17
  18. 18. © 2011 Actuation Consulting, LLC Propel forward. Fragmented Profession 18
  19. 19. © 2011 Actuation Consulting, LLC Propel forward. Examples • Top ten product management books on Amazon written from one person’s perspective – Haines, Geracie, Cagan, Pichler, Gorchels, Mironov, Lawley, McGrath, Dver • Lack of a standard definition for basic things • Rite of passage means practitioners need to continuously reinvent the wheel • Confusion on which product management skills are transferrable (from one vertical to the next) 19
  20. 20. © 2011 Actuation Consulting, LLC Propel forward. The Result? Obstacles… 20 Source: Take Charge Product Management © by Greg Geracie. All rights reserved.
  21. 21. © 2011 Actuation Consulting, LLC Propel forward. Who Was Involved in the Guides Development? 21 Source: Take Charge Product Management © by Greg Geracie. All rights reserved.
  22. 22. © 2011 Actuation Consulting, LLC Propel forward. Broad Industry Participation A wide variety of contributors: • Sponsor: The Association of International Product Marketing and Management (AIPMM) • Principle Editors: Greg Geracie and MIT professor Steven D. Eppinger • Contributors: 60 industry participants spanning: – Academics, analysts, associations, authors, bloggers, consultants, thought leaders, and practitioners 22 These contributions have come from around the world.
  23. 23. © 2011 Actuation Consulting, LLC Propel forward. Academic Representation Participation from academics at leading universities • Including: – Cambridge University – DePaul University – The Massachusetts Institute of Technology (MIT) – University of Calgary – University of Wisconsin 23
  24. 24. © 2011 Actuation Consulting, LLC Propel forward. Product Management 24 Generous contributions from the global product management community. Greg Cohen Tom Grant Linda Gorchels Steve Johnson Jeff Lash Linda Merrick Therese Padilla Roman Pichler Scott Sehlhorst Cindy F. Solomon Adrienne Tan Don Vendetti And there are many, many more…
  25. 25. © 2011 Actuation Consulting, LLC Propel forward. Cross-Discipline Participation • Project Management – Duggal, Goff, Hanley, Heerkens, Lambert, Rothman, Saladis, and Starke • Business Analysis – Brennan, Heidt, Hilty, Larson, and McWhorter • User Experience – Gunther, Smith, and Van Tyne 25 Incorporated thought leaders from the adjoining professions too: Tremendous participation and support!
  26. 26. © 2011 Actuation Consulting, LLC Propel forward. Contributor Comments 26 “I immediately recognized the value to create an international standard to guide our profession, much as PMBOK has for the field of project management and BABOK has for the discipline of business analysis.” - Greg Cohen, 280 Group “This document will become a vital addition to every project manager’s library and will sit proudly on the shelf next to the PMBOK.” - Lee Lambert, CEO, Lambert Consulting Group “…aligning terms and language between the ProdBOK, BABOK, and PMBOK will help the industry (at large).” - Richard Larson, President, Watermark Learning “ We think that it's very important for the product management community to have a common reference point for the roles and responsibilities of product management. We expect it to help provide additional credibility to the product management function in organizations.” - Nick Coster, Partner, Brainmates
  27. 27. © 2011 Actuation Consulting, LLC Propel forward.Summary 27 • Honor to have led this industry-wide effort • Thankful for the strong support of so many talented and dedicated professionals • Tackles several of the key challenges facing the profession - Academic adoption - Lexicon - Portability of skills Get your copy.
  28. 28. © 2011 Actuation Consulting, LLC Propel forward. Now Available at Amazon! 28
  29. 29. © 2011 Actuation Consulting, LLC Propel forward. Greg Geracie 312.775.2373 Greg@ActuationConsulting.com www.ActuationConsulting.com Contact Information
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  31. 31. It starts with October 10 Product Bootcamp Workshop Day for people to get real product chops from understanding the competitive space to building great products the lean startup way. http://startupproduct.com/workshop-day/ 8:30AM-12Noon Going Beyond Google: Building Competitive Insights with Sean Campbell of Cascade Insights 1:00PM-6:00PM Building Great Products The Lean Startup Way with Dan Olsen, Product Ninja October 10, 2013 Product Bootcamp Workshops
  32. 32. October 11 is Startup Product Summit SF2 - a full day of lightning talks with product leaders, experts and visionaries sharing what they've learned to forward audience members in standing on their shoulders to propel their products and companies forward. Best price, register before Sept 15: http://bit.ly/1dbARcn http://startupproduct.com/startup-product-summit/
  33. 33. October 12 is Product Camp San Francisco! Everyone is invited to propose topics, give presentations, network, and create value throughout the day. Register: http://bit.ly/14Z9QIn http://pcampsf.com @productcampsf
  34. 34. Press, sponsorship & more information, contact: info@startupproduct.com http://StartupProduct.com Join the movement for product excellence.

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