This document summarizes Cindy Solomon's presentation on how to create a culture for product excellence. She defines product excellence differently depending on where a product is in its lifecycle. Early on, excellence means the product works as intended, while later it means the user experience and integration with other products. To drive alignment across functions, she recommends understanding other perspectives, gaining respect, translating roadmaps, and delivering results. The goal is to have all functions see success through a product lens.
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Presentation for Rocky Mountain Product Camp
1. How To Create A
Culture For Product
Excellence
November 10, 2012 Presentation
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
2. Cindy F. Solomon
Cindy F. Solomon, CPM, CPMM is the voice of product professionals!
Listen weekly to Global Product Management Talk at
http://www.blogtalkradio.com/prodmgmttalk
Solomon hosts StartUPTalk Radio, produces Startup Product events, and
created the ProdMgmtTalk mobile application. She is an innovator, early
adopter, serial entrepreneur, product management evangelist, content
marketing & social media strategist, and contributing author to several books,
including "42 Rules of Product Marketing".
Solomon brings over 15 years of web development, services, and software
product marketing and management at Apple, Vadem, NetObjects and start-
ups in Silicon Valley. She holds AIPMM CPM/CPMM certification.
Cindy F. Solomon, CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk 2
3. Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
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4. Worldwide map of product camps
and Storify content archives
bit.ly/phwTS1
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
5. Sfproducttalks.com
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
6. Startupproduct.com
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
7. Questions
• Who’s here?
• What do YOU want?
• What does it take to create a
product centric focus in your
organization?
• How do you raise visibility, respect
and product leadership for
increasing product success?
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
8. 1. How Do You Define Product Excellence?
"Above all else, align with customers.
Win when they win. Win only when
they win.“
—Jeff Bezos, 2012
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
9. What Makes A Product Great Depends on where
it is in the Product Lifecycle
The Invisible Computer: Donald Norman mapped lifecycle of products
“In its early days, a technology cannot meet all the needs of its
customers.
Early adopters need the technology and they are willing to suffer
inconvenience to get it. With time, the technology matures, offering
better performance and higher reliability.
When the technology exceeds the basic needs of most of its customers,
there is a major change in customer behavior.
Emotional reaction, pride of ownership, and pleasurability all can
become major selling points.”
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
11. Product Excellence is measured differently
in Each Stage
Stage 1: product excellence is measured by
function alone.
Stage 2: product excellence is measured by
feature inclusion and integration.
Stage 3: product excellence is measured by
the overall user experience.
Stage 4: product excellence is measured by
integration into other products.
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
13. Stage 1 Pure function is all that matters: If the one thing it does is the
only option available, people will be happy with it.
Stage 2 Feature Wars: The number of features matters because
frequently the buyer doesn't understand what each feature actually
means. Later in this phase, specific features do make a difference as
people are looking for certain features to make their purchase
decisions.
Stage 3 Experience Wars: The experience and total cost of ownership
matters most. Products with fewer -but better- features will trump the
more feature-laden winners of Stage II.
Stage 4 Commodities: The actual item becomes absorbed into a larger
product mix. Individual features of the technology no longer matter,
but become a price/performance issue for the integrator.
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
14. 2. How Do You Drive Alignment of Product
perspective across all functions?
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
15. Ask Questions, Listen & Learn Their
Language
• What are their concerns, issues, focus?
• What motivates them?
• How do they define and measure product success?
• What do they need to guarantee success of the product?
• What can you provide them that forwards their success?
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
16. Gain Respect of Developers
READ:
http://www.managingtheunmanageable.net/
LISTEN: http://bit.ly/T2hEOy
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
17. Understand What Sales Needs
READ: http://amzn.to/UfxBQ6
LISTEN: http://bit.ly/RDnbtF
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
19. Identify Where The Product Is in the lifecycle
AIPMM Product Management Lifecycle Framework
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
20. Translate the RoadMap For Various Audiences
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
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Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
21. Become Expert At Speaking “Product” And
DELIVER RESULTS ACROSS ALL PHASES
AIPMM Product Management Lifecycle Framework
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
21
Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
22. Thank you!
Join weekly on Global Product Management Talk
Search: CindyFSolomon and ProdMgmtTalk
http://www.CindyFSolomon.com
@cindyfsolomon
@prodmgmttalk
Presentation sponsored by The Association of International
Product Marketing and Management (AIPMM)
http://www.aipmm.com
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
22
Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
23. AIPMM Webinar Series Fridays
Nov 16 Torpedo Product Marketing Strategies
Global Product Management Talk #ProdMgmtTalk Google Hangout
Nov 12 Product Management Titles w/ Steve Johnson, CMO, Primary
Intelligence
Follow http://www.blogtalkradio.com/prodmgmttalk
Newsletter: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification/
Cindy F. Solomon , CPM/CPMM cindy@prodmgmttalk.com @cindyfsolomon
23
Founder, Global Product Management Talk http://www.prodmgmttalk.com @prodmgmttalk
Editor's Notes
The "Global Product Management Talk" was initially conceived as a virtual forum where people who manage products situated globally could interact in real time with product management thought leaders. The Global Product Management Talk raises the bar for what is possible to accomplish in a real time, open platform event on Twitter by encouraging participants to expand their knowledge base with each event, utilize new products in real time as we introduce and beta test various products for participating, enable participants to showcase their knowledge and share resources, and crowdsource educational content for product people to stay apprised of new developments, thinkers, and events in the practice of managing products from inception to market and innovation.Mission:Engage Product people in regularly scheduled, real-time discussionShowcase Product Management experts, speakers, bloggers, thought leaders and practitionersEvangelize Product related job titles as exciting, challenging & rewarding career endeavorsRaise important issues that all Product Management professionals confrontExtend shared resources across industries and bordersFacilitate on-going dialogue, networking, mentoring & support beyond weekly eventsEnable global community around product management knowledge Educate & defend the value of the product professional
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Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
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Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you in-person today and daily online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you today and online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!
Everyone is throwing information at you today and online.Without intention, without a goal and a strategy to achieve it, you’re wasting valuable resources – the most valuable is your time.What is the most valuable information you want to take away from spending time together?Always be asking the markets, the customers, the competition, the stakeholders, the PRODUCT!Every interaction is an opportunity to learn, to give, to sell!