Using Market Insights Effectively

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Transcript of February 14, 2011 Global Product Management Talk on Using Market Insights Effectively with Scott Sehlhorst of Tyner Blain http://www.prodmgmttalk.com

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Using Market Insights Effectively

  1. 1. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn810:37 cindyfsolomon: Skyping with @brainmates and @sehlhorst in preparation for #prodmgmttalk in 13 minutes!pm #prodmgmttalk10:39 ProdMgmtTalk: Welcome @nickcoster http://bit.ly/dTTbk8 #prodmgmttalkpm10:40 twchat: RT @ProdMgmtTalk: Welcome @nickcoster http://bit.ly/dTTbk8 #prodmgmttalkpm10:40 brainmates: Is #prodmgmt an isolating job? via @cindyfsolomon #prodmgmttalkpm10:42 ProdMgmtTalk: Who else in the org/biz has the wholistic view of the market & product issues besides #prodmgmt?pm #prodmgmttalk10:44 ProdMgmtTalk: RT @twchat: RT @ProdMgmtTalk: Welcome @nickcoster http://bit.ly/dTTbk8 #prodmgmttalkpm10:47 brainmates: RT @rcauvin: RT @ProdMgmtTalk: Questions starting 1 hour #ProdMgmtTalk bypm @sehlhorst Using Market Insights Effectively http://on.fb.me/hj6sqA #prodmgmt10:48 ProdMgmtTalk: Welcome @Ycnt_ibdonlyjen ! Will start countdown soon! #prodmgmttalkpm10:48 nickcoster: Looking forward to this weeks #prodmgmt talk with Scott Sehlhorst. #prodmgmttalk #prodmgmttalkpm10:50 nickcoster: Was impressed with Amazon customer service yesterday. Had a kindle PC problem. They called mepm and fixed it immediately. #prodmgmttalk10:53 ProdMgmtTalk: 9 minutes to start of weekly twitter chat w/Scott Sehlhorst! Join uspm at http://bit.ly/dTTbk8 #prodmgmttalk10:54 sehlhorst: RT @sehlhorst: #prodmgmttalk info overload http://twitpic.com/3zwaqfpm10:55 ProdMgmtTalk: @sehlhorst Excellent branding on your screens! http://twitpic.com/3zwaqf can you video the twitterpm stream when we start?! #prodmgmttalk10:57 ProdMgmtTalk: Countdown 4 minutes to start discussing Market Insights and Collaboration wpm @sehlhorsthttp://bit.ly/heaNoV #prodmgmttalk10:59 brainmates: Who is following #prodmgmttalk? @sehlhorst about to start #prodmgmttalkpm10:59 ProdMgmtTalk: 1 minute countdown: please introduce yourselves! This is @cindyfsolomon delighted to be here frompm foggy SF bay #prodmgmttalk11:01 ProdMgmtTalk: 10, 9, 8, 7, 6, 5, 4, 3, 2, 1 Ta daaa! Welcome to the 2nd weekly Global Product Management talk!pm #prodmgmttalk11:01 brainmates: I am here from Sydney. Its a grey wet day #prodmgmttalkpm
  2. 2. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:01 ErikaLAndersen: Erika Andersen in Provo, UT missing the foggy SF Bay. Looking forward to this. #prodmgmttalkpm11:01 sehlhorst: Hey everyone! Welcome to week 2 - episode 1.5 of the product management talk grouppm #prodmgmttalk11:02 brainmates: @ErikaLAndersen Welcome! Thanks for joining #prodmgmttalkpm11:02 ProdMgmtTalk: Welcome @ErikaLAnde3rson #prodmgmttalkpm11:02 sehlhorst: This is Scott Sehlhorst, here in sunny Austin TX - everyone shout out and say howdy #prodmgmttalkpm11:02 cascade_alan: Im in Chester, UK #prodmgmttalkpm11:02 rcauvin: Roger L. Cauvin, product strategist in Austin, Texas, joining in the #prodmgmttalk discussion.pm11:03 nickcoster: I am Nick Coster from brainmates in Sydney Australia. 10am Tuesday. Yes we live in the future.pm #prodmgmttalk11:03 brainmates: @rcauvin Hey Roger! Welcome #prodmgmttalkpm11:03 brainmates: @cascade_alan Welcome to our weekly talk #prodmgmttalkpm11:03 ProdMgmtTalk: Welcome @ErikaLAndersen @rcauvin @cascade_alan #prodmgmttalkpm11:04 sehlhorst: Last week was awesome - this week, wanted to dive deeper, extending the convo from last weekspm great disc w/ @steven_haines #prodmgmttalk11:04 ProdMgmtTalk: 4 Questions were discussing today http://on.fb.me/hj6sqA #prodmgmttalkpm11:04 brainmates: @DavidWLocke Will you be joining us for #prodmgmttalk?pm11:04 equintanilla: RT @ProdMgmtTalk: Welcome @ErikaLAnde3rson #prodmgmttalk - Look forward to this chat!pm11:04 ProdMgmtTalk: Q1 When youre developing insights about your markets - how do you predict what your markets willpm look like in the future? #prodmgmttalk11:05 DavidWLocke: @brainmates Im on TweetDeck is that enough? Is there a better client? #prodmgmttalkpm11:05 ProdMgmtTalk: Q2 How far into the future do you try and anticipate markets - and why that length of time?pm #prodmgmttalk11:05 MikeBoudreaux: @ProdMgmtTalk Mike Boudreaux here. Product Manager for industrial automation products inpm Austin, TX. #prodmgmttalk
  3. 3. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:05 ProdMgmtTalk: Q3 How do you update your perspective on your markets? #prodmgmttalkpm11:05 ProdMgmtTalk: Q4 How do your insights impact your products and activities? #prodmgmttalkpm11:06 DavidWLocke: Present. #prodmgmttalkpm11:06 ProdMgmtTalk: Welcome @MikeBoudreaux @DavidWLocke @equintanilla #prodmgmttalkpm11:06 ProdMgmtTalk: @DavidWLocke @brainmates try http://tweetchat.com/room/prodmgmttalk it automatically adds thepm hashtag #prodmgmttalk11:07 sehlhorst: So - diving into Q1 - trying to understand ur market: do you try and predict future of your market orpm focus on the present? #prodmgmttalk11:07 ProdMgmtTalk: Q1 When youre developing insights about your markets - how do you predict what your markets willpm look like in the future? #prodmgmttalk11:08 ProdMgmtTalk: Such a tough question! I try to capture competitive space as a starter #prodmgmttalkpm11:08 rcauvin: Of course well want to get into getting beyond customer requests and look at what insights lie behindpm them. #prodmgmttalk11:08 sehlhorst: Ill chime in - but want to hear other folks responses. I start w/ a model of market as coll. ofpm segments... #prodmgmttalk11:08 DavidWLocke: @sehlhorst The market moves in predictable ways depending on where you begin. This independentpm of competition. #prodmgmttalk11:09 rickwatson: ?@brainmates: Is #prodmgmt an isolating job? via @cindyfsolomon #prodmgmttalk? > one of thepm most participatory I think.11:09 nickcoster: While markets change quickly, people dont. We are all trying to do pretty much the same things thatpm we always have. #prodmgmttalk11:09 davidjeade: Morning all. David Eade here in sunny Brisbane, Australia for #prodmgmttalkpm11:09 brainmates: Initially focus on the present and then look into the future. If you dont solve todays problems, youpm wont solve future pblms #prodmgmttalk11:09 sehlhorst: ...grouping personas who share problems (and share how they view / value the problems). thats mypm def. of market #prodmgmttalk11:10 sehlhorst: @davidjeade welcome! #prodmgmttalkpm11:10 brainmates: @davidjeade Welcome David. I am so pleased #prodmgmttalkpm11:10 cascade_alan: by innovating we can shape the future of the market #prodmgmttalkpm
  4. 4. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:10 MikeBoudreaux: @ProdMgmtTalk Need to consider economic, social, technological trends in the market.pm #prodmgmttalk#prodmgmttalk11:10 nickcoster: Looking to the future is looking to see how markets are failing to solve customers current problemspm effectively. #prodmgmttalk11:10 rcauvin: Solutions to current problems often create the problems of the future. #prodmgmt #prodmgmttalkpm11:10 ErikaLAndersen: When you say "understanding", are we talking qualitative or quantitative? #prodmgmttalkpm11:10 sehlhorst: Ive had good success using Kano analysis to group how people think about individ problems ...pm #prodmgmttalk11:11 sehlhorst: ...(e.g. more is better, must have, delighter, indifference) #prodmgmttalkpm11:11 brainmates: RT @nickcoster: Looking to the future is looking to see how markets r failing to solve customerspm current problems effectively. #prodmgmttalk11:11 MikeBoudreaux: @ProdMgmtTalk Future trends are important for segmentation, targeting, and positioning.pm #prodmgmttalk #prodmgmttalk11:12 sehlhorst: RT @rcauvin: Solutions to current problems often create the problems of the future.pm #prodmgmt#prodmgmttalk11:12 nickcoster: RT @rcauvin: Solutions to current problems often create the problems of the future.pm #prodmgmt#prodmgmttalk11:12 ProdMgmtTalk: RT @nickcoster: Look to the future is looking to see how markets are failing to solve customerspm current problems effectively. #prodmgmttalk11:12 brainmates: @rcauvin I agree #prodmgmttalkpm11:12 sehlhorst: @rcauvin exactly - a more-is-better solution today causes the market to change, and it becomes apm must-have for tomorrow #prodmgmttalk11:13 speakhub: Hi guys. Rob Swanwick from SpeakHub #prodmgmttalkpm11:13 brainmates: @rcauvin But you still have to solve todays problems #prodmgmttalkpm11:13 nickcoster: what is Kano - http://tynerblain.com/blog/2009/09/28/kano-analysis-for-product-managers/pm #prodmgmttalk11:13 rcauvin: @brainmates Agreed. Part of the reason we solve todays problems is so we can probe & discover thepm problems of the future. #prodmgmttalk11:14 ProdMgmtTalk: Welcome Rob @speakhub Q1 When developing insights about markets - how predict what yourpm markets will look like in the future? #prodmgmttalk11:14 brainmates: @speakhub Welcome to our chat Rob. #prodmgmttalkpm
  5. 5. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:15 davidjeade: Not seen this before - looks interesting ... RT @nickcoster: what is Kano -pm http://bit.ly/IZ3GZ#prodmgmttalk11:15 sehlhorst: A cpl links on Kano (for later consumption) http://bit.ly/e0qIDH plus what Nick sent #prodmgmttalkpm11:16 ProdMgmtTalk: RT @davidjeade: Not seen this before - looks interesting ... RT @nickcoster: what is Kano -pm http://bit.ly/IZ3GZ #prodmgmttalk11:16 MikeBoudreaux: @ProdMgmtTalk Need to consider technology adoption and buying trends if you are targetingpm emerging markets. #prodmgmttalk #prodmgmttalk11:16 sehlhorst: @rcauvin @brainmates agreed - and also to create new prob for our competitors by making it hardpm for them to satisfy our custs #prodmgmttalk11:17 rcauvin: Example: invention of cars created all sorts of problems & product opportunities.pm #prodmgmt#prodmgmttalk11:17 sehlhorst: @davidjeade @nickcoster thanks! #prodmgmttalkpm11:17 ProdMgmtTalk: RT @sehlhorst: A cpl links on Kano (for later consumption) http://bit.ly/e0qIDH plus what Nick sentpm #prodmgmttalk11:18 sehlhorst: @MikeBoudreaux talk more about that - positioning and buying trends is interesting! I thinkpm positioning can change market #prodmgmttalk11:18 ProdMgmtTalk: RT @nickcoster: RT @rcauvin: Solutions to current problems often create the problems of the future.pm #prodmgmt #prodmgmttalk11:18 ProdMgmtTalk: RT @rcauvin: Example: invention of cars created all sorts of problems & product opportunities.pm #prodmgmt #prodmgmttalk11:19 rcauvin: @MikeBoudreaux Need a convergence of research into technology adoption/buying trends & solvingpm todays problems. #prodmgmttalk #prodmgmt11:20 ProdMgmtTalk: Does positioning actually change the market, or the perception of the product in it? #prodmgmttalkpm11:20 MikeBoudreaux: @sehlhorst Mature markets vs. emerging markets can impact the positioning of your product - highpm value vs. low cost #prodmgmttalk11:20 sehlhorst: #prodmgmttalk overload http://t.co/ZgOzZOrpm11:20 ProdMgmtTalk: @MikeBoudreaux can you say more about your point? #prodmgmttalkpm11:21 sehlhorst: @MikeBoudreaux what about innov. dilemma - mature market for you, missing differing needs ofpm "emergent" mkt #prodmgmttalk11:22 ProdMgmtTalk: Q2 How far into the future do you try and anticipate markets - and why that length of time?pm #prodmgmttalk11:22 DavidWLocke: @ProdMgmtTalk Positioning filters messages, messages filter prospects/customers/marketpm #prodmgmttalk
  6. 6. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:22 rcauvin: @ProdMgmtTalk A product that uniquely embodies compelling positioning redefines the market.pm #prodmgmttalk #prodmgmt11:22 equintanilla: RT @ProdMgmtTalk @rcauvin: Example: invention of cars created all sorts of problems & productpm opportunities. #prodmgmt #prodmgmttalk11:22 sehlhorst: on Q2 - should you look 1 or 2 product cycles out? or something else? #prodmgmttalkpm11:22 brainmates: @ProdMgmtTalk I think it can do both. Positioning can change the perception of product and canpm also change mkt #prodmgmttalk11:23 sehlhorst: RT @rcauvin: @ProdMgmtTalk A product that uniquely embodies compelling positioning redefinespm the market. #prodmgmttalk #prodmgmttalk11:23 barrypaquet: Building on mkt, industry, tech trends, I look 4 the disrupter (technology, business model, etc.). Mostpm dangerous + valuable #prodmgmttalk11:23 ProdMgmtTalk: RT @rcauvin: @ProdMgmtTalk A product that uniquely embodies compelling positioning redefinespm the market. #prodmgmt YES #prodmgmttalk11:23 MikeBoudreaux: @ProdMgmtTalk You need to consider where you want to sell your product and maybe tier offeringspm or focus your targets. #prodmgmttalk11:23 DavidWLocke: @ProdMgmtTalk Market change across adoption, rather than sales time frames require architecturalpm solution. #prodmgmttalk11:24 sehlhorst: @barrypaquet exlnt. how do you know what the disrupter will be? #prodmgmttalkpm11:24 brainmates: @barrypaquet What tool do you use to do this? #prodmgmttalkpm11:24 ProdMgmtTalk: RT @barrypaquet Build on mkt, industry, tech trnds, look 4 disrupter (technology, business model,pm etc) Mst dangrous + valuable #prodmgmttalk11:25 sehlhorst: @MikeBoudreaux true for segmenting (snaphot) - but what about evolving demands of the samepm market? #prodmgmttalk11:25 MikeBoudreaux: @ProdMgmtTalk Consider the expected duration of product lifecycle phases - Introduction, growth,pm maturity, decline. #prodmgmttalk11:25 brainmates: RT @rcauvin A product that uniquely embodies compelling positioning redefines the market.pm #prodmgmttalk #prodmgmt #prodmgmttalk11:25 barrypaquet: current + .5 #prodmgmttalk #visionpm11:25 ProdMgmtTalk: How future you project depends on product type and current lifecycle of product #prodmgmttalkpm11:26 sehlhorst: @MikeBoudreaux any particular warning signs that product is maturing? declining? #prodmgmttalkpm11:26 nickcoster: market anticipation depends on investment horizon. This should drive lower cost innovation now topm guide progress for future. #prodmgmttalk
  7. 7. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:26 ProdMgmtTalk: @barrypaquet .5 years, quarters ? #prodmgmttalkpm11:26 sehlhorst: @ProdMgmtTalk what about how agile your competition is as a factor? #prodmgmttalkpm11:27 MikeBoudreaux: @sehlhorst Need to consider the evolving demands. The world is changing at an accelerating rate.pm Todays products are old. #prodmgmttalk11:27 rcauvin: Part of the #agile philosophy is to get solutions out there so you can discover the problems they willpm create. #prodmgmttalk #prodmgmt11:27 sehlhorst: RT @nickcoster: market anticipation depends on investment horizon. This drive lower costpm innovation to guide progress 4future. #prodmgmttalk11:28 MikeBoudreaux: @sehlhorst Sign of maturity - sales are flattening. Sign of decline, well sales are ... :-) #prodmgmttalkpm11:28 sehlhorst: RT @rcauvin: Part of #agile is to get slons out so you can discover the problems they will create.pm #prodmgmttalk #prodmgmt #prodmgmttalk11:28 brainmates: @rcauvin Great philosophy :) #prodmgmttalkpm11:29 sehlhorst: @rcauvin agreed - also to be opportunistic at expense of competitors, or to benefit of customerspm #agile#prodmgmt #prodmgmttalk11:29 nickcoster: Guessing the market is like guessing the weather. Short term is easy. Long term accuracy ispm impossible but you can see trends. #prodmgmttalk11:29 MikeBoudreaux: @sehlhorst Another sure sign of maturity - you start extending to other markets to grow.pm #prodmgmttalk11:29 sehlhorst: @MikeBoudreaux any diff between maturing market, and saturating / penetration of market? how topm tell? #prodmgmttalk11:29 DavidWLocke: @MikeBoudreaux @sehlhorst Many products start out mature. #prodmgmttalkpm11:30 rcauvin: Thinking #agile, you shouldnt get too far ahead of yourself since anticipatory thinking will likely bepm wrong or incomplete. #prodmgmttalk11:30 sehlhorst: RT @nickcoster: Guessing the market is like guessing the weather. st is easy. lt accuracy ispm impossible but you can see trends #prodmgmttalk11:30 ProdMgmtTalk: Can you afford to do a prod launch develpm cycle w/out customer validation & market feedback?pm #prodmgmttalk11:30 ProdMgmtTalk: RT @sehlhorst: @MikeBoudreaux any diff between maturing market, and saturating / penetration ofpm market? how to tell? #prodmgmttalk11:30 MikeBoudreaux: @nickcoster Depends on your target markets. For industrial markets, some trends are clear: Oil,pm wind, chemicals, power... #prodmgmttalk11:30 brainmates: @sehlhorst @MikeBoudreaux As simple as length of time in market #prodmgmttalkpm
  8. 8. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:31 sehlhorst: @nickcoster but market problems are easier to project #prodmgmttalkpm11:31 sehlhorst: @rcauvin agreed - #prodmgmt has to be a balance of both prediction and discovery #prodmgmttalkpm11:31 nickcoster: @rcauvin I am trying desperately not to get drawn into an #agile debate! #prodmgmttalkpm11:31 ProdMgmtTalk: RT @MikeBoudreaux: @sehlhorst Another sure sign of maturity - you start extending to otherpm markets to grow. #prodmgmttalk11:31 brainmates: @rcauvin But doesnt excuse the fact that you should look into the future. Everyone does it.pm #prodmgmttalk11:32 ProdMgmtTalk: Q3 How do you update your perspective on your markets? #prodmgmttalkpm11:32 sehlhorst: ok - so, how do you capture / maintain these insights? #prodmgmttalkpm11:33 DavidWLocke: @ProdMgmtTalk No, but no market when looking for validation does not me do not launch. Itpm requires a diff approach to adoption #prodmgmttalk11:33 MikeBoudreaux: @sehlhorst @nickcoster Heres an example: baby-boomers are retiring. There will be apm skills/knowledge gap. This is a problem. #prodmgmttalk11:33 sehlhorst: RT @ProdMgmtTalk: RT @MikeBoudreaux: @sehlhorst Another sure sign of maturity - you startpm extending to other markets to grow. #prodmgmttalk11:33 rcauvin: @brainmates Yes, #agile hypothesizes about the future, tests the hypotheses with product releases,pm revises accordingly. #prodmgmttalk11:34 sehlhorst: I use mind maps, sticky notes, visio diagrams, lots of notes (in evernote). really pretty adhoc. haventpm found good tool yet #prodmgmttalk11:34 rcauvin: @MikeBoudreaux Baby-boomer example is crystal clear. Good one. #prodmgmttalkpm11:35 DavidWLocke: @rcauvin @brainmates Minimal marketable functionality delivers small amounts of functionality, sopm you get quicker validation. #prodmgmttalk11:36 brainmates: @rcauvin Does it though? #agile. Its a way for orgs just to say "ive released something to thepm market" #prodmgmttalk11:36 ProdMgmtTalk: Got @sehlhorst to verbalize diff of using #agile in software vs. hardware environmentspm #prodmgmttalk11:36 MikeBoudreaux: @sehlhorst Same here. I use MS OneNote because of integration with Office. #prodmgmttalkpm11:36 sehlhorst: RT @MikeBoudreaux:Heres an example: baby-boomers are retiring. There will be apm skills/knowledge gap. This is a problem. #prodmgmttalk11:36 rcauvin: @sehlhorst Heh, there doesnt seem to be a holy grail of capturing tools, does there? #prodmgmttalkpm
  9. 9. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:36 ProdMgmtTalk: RT @sehlhorst: I use mind maps, sticky notes, visio diagrams, lots of notes (in evernote). reallypm pretty adhoc. #prodmgmttalk11:37 ProdMgmtTalk: (I use mindjet - will export into word doc, pdf or website for proj mgmt & wireframing)pm #prodmgmttalk11:37 brainmates: @DavidWLocke @rcauvin But thats not about predicting the future. It tests for small changes only.pm #prodmgmttalk11:37 rcauvin: @brainmates Yikes. Not good to release just for the sake of bragging. #prodmgmttalkpm11:37 sehlhorst: @rcauvin oddly, started tyner blain with intent of eventually creating that tool. got distracted bypm solving real problems :) #prodmgmttalk11:37 barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mkt validationpm #prodmgmttalk11:37 MikeBoudreaux: @ProdMgmtTalk I read, read, read... looking for big events that change behavior and consider theirpm long-term impact. #prodmgmttalk11:38 rcauvin: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mktpm validation #prodmgmttalk11:38 ProdMgmtTalk: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mktpm validation #prodmgmttalk11:38 sehlhorst: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mktpm validation [love it] #prodmgmttalk11:38 brainmates: @rcauvin Less about bragging but more about ticking stuff of a project plan #prodmgmttalkpm11:39 nickcoster: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mktpm validation #prodmgmttalk11:39 brainmates: @MikeBoudreaux @ProdMgmtTalk We try to stay engage with what people do and how theypm behave #prodmgmttalk11:39 ProdMgmtTalk: @barrypaquet winning the retweet stats contest...! #prodmgmttalkpm11:40 rcauvin: @brainmates The purposeful use of #agile for uncovering market problems & opportunities requirespm great discipline. #prodmgmttalk #prodmgmt11:40 MikeBoudreaux: @ProdMgmtTalk For B-to-B, talk to customers about their long term vision and continue thepm discussion on a regular basis. #prodmgmttalk11:40 sehlhorst: anyone use video to capture sessions / thoughts? Cockburn talked about it when he launched Crystal,pm but I never tried #prodmgmttalk11:40 brainmates: RT @barrypaquet: Iterate: assumptions =>create/refine hypotheses => customer discovery and mktpm validation #prodmgmttalk11:40 DavidWLocke: @brainmates Technology adoption lifecycle lays out the future. Products move at the speed of thepm adoption of the technology. #prodmgmttalk
  10. 10. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:40 DavidWLocke: @brainmates Its not just a matter of validating. You have to lead the customer. #prodmgmttalkpm11:41 DavidWLocke: @brainmates Important to know when phase is changing, b/c you need a completely new PM.pm #prodmgmttalk11:41 ProdMgmtTalk: Off topic - some discussions require verbal interaction - there are tools to enable a ProdMgmtTalkpm live audio as well #prodmgmttalk11:41 brainmates: @sehlhorst Ive seen organisations use video to create personas #prodmgmttalkpm11:41 rcauvin: @sehlhorst Want to create an environment of creativity & willingness to make mistakes. Challengingpm with video. #prodmgmttalk #prodmgmt11:42 MikeBoudreaux: @DavidWLocke Very true! Must consider technology adoption lifecycle. Might not launch yourpm final vision in R1. #prodmgmttalk11:42 DavidWLocke: @brainmates You hire a new PM, b/c continuing to listen to your customer base will kill you. Nextpm phase to different. #prodmgmttalk11:42 sehlhorst: RT @ProdMgmtTalk: some discussions require verbal interaction - there are tools to enable apm ProdMgmtTalk live audio as well #prodmgmttalk11:42 brainmates: @rcauvin I agree with that! And whilst the philosophy is sound, the practice is not diligentpm #prodmgmttalk11:42 ProdMgmtTalk: RT @brainmates: @sehlhorst Ive seen organisations use video to create personas #prodmgmttalkpm11:43 MikeBoudreaux: @DavidWLocke Very true! #prodmgmttalkpm11:44 ProdMgmtTalk: Ive seen org create personas with their own blogs #prodmgmttalkpm11:45 MikeBoudreaux: @ProdMgmtTalk Good talk. Time for dinner. Im dropping off. :-) #prodmgmttalkpm11:45 ProdMgmtTalk: Q4 How do your insights impact your products and activities? #prodmgmttalkpm11:45 ErikaLAndersen: @ProdMgmtTalk @brainmates @sehlhorst Using video during research process or final workpm product? #prodmgmttalk11:45 sehlhorst: would love to hear examples about how insights have disrupted _your_ roadmap. eg chnged whatpm you were about to go do.... #prodmgmttalk11:46 sehlhorst: @MikeBoudreaux later - thanks for coming! #prodmgmttalkpm11:46 DavidWLocke: The technology adoption lifecycle introduces head snapping non-linearities into product managementpm processes. #prodmgmttalk11:46 ProdMgmtTalk: @MikeBoudreaux Thanks for joining & valuable contributions! See you next week for Jim Hollandpm #prodmgmttalk
  11. 11. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:46 barrypaquet: @DavidWLocke @brainmates I know what u mean. Just becareful abt "leading" customer. Besides,pm we need 2 sale something today :) #prodmgmttalk11:47 sehlhorst: @ErikaLAndersen I was thinking in terms of sharing vision, how strategy > requirements > roadmappm > execution. internal comm. #prodmgmttalk11:47 rcauvin: @sehlhorst Some insights have rendered feature ideas obsolete and replaced w/ entirely new ways ofpm solving problems. #prodmgmttalk11:47 ProdMgmtTalk: @ErikaLAndersen for me: video used to observe direct user experience #prodmgmttalkpm11:47 DavidWLocke: @barrypaquet I have something to sell every quarter. Im not worried. And, you can lead, butpm between the lines. #prodmgmttalk11:48 brainmates: @ErikaLAndersen Initial research process. Video as a way to capture your user/buyer personas topm guide u through requirements #prodmgmttalk11:48 sehlhorst: anyone faced the its too late to change, execs have already approved challenge when wanting topm change roadmap? #prodmgmttalk11:48 DavidWLocke: @barrypaquet Just dont let me catch sales selling tomorrow. Sell today. #prodmgmttalkpm11:48 brainmates: @sehlhorst All the time! #prodmgmttalkpm11:48 ProdMgmtTalk: RT @sehlhorst: anyone faced the its too late to change, execs have already approved challenge whenpm wanting to change roadmap? #prodmgmttalk11:48 sehlhorst: @rcauvin 100% agree! also - innovative tech from impl. team can obsolete previously mapped outpm approaches #prodmgmttalk11:48 ErikaLAndersen: @ProdMgmtTalk Thats how Ive used video #prodmgmttalkpm11:49 ProdMgmtTalk: RT @sehlhorst: @rcauvin 100% agree! also - innovative tech from impl. team can obsoletepm previously mapped out approaches #prodmgmttalk11:50 brainmates: @ErikaLAndersen @ProdMgmtTalk Video was a way to bring the persona to life #prodmgmttalkpm11:50 DavidWLocke: @sehlhorst @rcauvin If inno tech is going to invalidate roadmap, what are you there for? Might aspm well not have a PM. #prodmgmttalk11:50 sehlhorst: @rcauvin also exposes another risk of focus on features - churn & misalignment with requirementspm #prodmgmt #prodmgmttalk11:50 barrypaquet: @DavidWLocke My experience suggests most organization cant plot themselves on the TALC.pm Always a good starting point #prodmgmttalk11:52 ProdMgmtTalk: RT @barrypaquet: My experience suggests most organization cant plot themselves on the TALC.pm Always a good starting point #prodmgmttalk11:52 DavidWLocke: @barrypaquet @DavidWLocke Its not just an organization. Its the whole industry. Usually wrong.pm #prodmgmttalk
  12. 12. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:52 rcauvin: @sehlhorst Good reason to have system tests that test problems have actually been solved.pm #prodmgmttalk #prodmgmt11:52 sehlhorst: hopefully others have the Q too - whats TALC? #prodmgmttalkpm11:53 DavidWLocke: @sehlhorst Technology Adoption Lifecycle #prodmgmttalkpm11:53 barrypaquet: @sehlhorst Worse! Roadmaps driven by board tied to financing #nightmare #prodmgmttalkpm11:53 sehlhorst: RT @rcauvin: @sehlhorst Good reason to have system tests that test problems have actually beenpm solved. #prodmgmttalk #prodmgmt #prodmgmttalk11:53 sehlhorst: @DavidWLocke thanks! #prodmgmttalkpm11:54 ProdMgmtTalk: RT @DavidWLocke: @sehlhorst Technology Adoption Lifecycle #prodmgmttalkpm11:54 sehlhorst: @barrypaquet ugh! #prodmgmttalkpm11:54 ProdMgmtTalk: http://bit.ly/eGXLvV #prodmgmttalkpm11:55 ProdMgmtTalk: 5 minute Warning! Get your salient points in now! #prodmgmttalkpm11:55 brainmates: @barrypaquet @sehlhorst Agree. Seen many roadmaps tied to Board approvals #prodmgmttalkpm11:55 ProdMgmtTalk: Promotion: Follow @ProdMgmtTalk on twitter: http://twitter.com/#!/prodmgmttalk Like us atpm Facebook:http://on.fb.me/fCZoLS #prodmgmttalk11:56 sehlhorst: any difference in how startups and bigcos should approach market definition? #prodmgmttalkpm11:56 DavidWLocke: @brainmates @barrypaquet @sehlhorst Thats not good governance is it? #prodmgmttalkpm11:57 brainmates: @DavidWLocke No its not but it happens #prodmgmttalkpm11:57 DavidWLocke: @sehlhorst Big co.s are affraid to inno, b/c of risk. Startups dont have the sys, cost structure, nor thepm policy structure. #prodmgmttalk11:58 ProdMgmtTalk: 3 minutes to end of official Global Product Management Talk (happy valentines day!)pm #prodmgmttalk11:58 DavidWLocke: @sehlhorst Big co. mgmt is the risk, not the inno. #prodmgmttalkpm11:58 sehlhorst: Looks like 4.5 questions would have been the perfect amount for today. :) #prodmgmttalkpm
  13. 13. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn811:58 ProdMgmtTalk: RT @sehlhorst: any difference in how startups and bigcos should approach market definition? HUGEpm DISCUSSION! #prodmgmttalk11:58 StewartRogers: @sehlhorst probably. maybe only in depth though. #prodmgmttalkpm11:58 brainmates: @sehlhorst Market definition is a process that should be done by startups and big biz. Both may notpm define their mkt #prodmgmttalk11:59 sehlhorst: @DavidWLocke I think the main issue is rationalizing sunk costs and existing orgs. reading _innovspm dilemma_ now #prodmgmttalk11:59 rcauvin: Time for dinner w/ my Valentine. Gnite all. #prodmgmttalkpm11:59 sehlhorst: @StewartRogers hey - welcome! #prodmgmttalkpm11:59 ProdMgmtTalk: Welcome @StewartRogers #prodmgmttalkpm11:59 DavidWLocke: @StewartRogers @sehlhorst Thats b/c product mgmt is part of the big co approach. #prodmgmttalkpmFebruary 15, 2011 nickcoster: Big companies act that there is lots to lose. Start-ups act like they have nothing to lose. #prodmgmttalk ProdMgmtTalk: Check out the site http://bit.ly/ijzJl9 for speaker, preparation for next weeks talk & updates #prodmgmttalk brainmates: RT @ProdMgmtTalk: Check out the site http://bit.ly/ijzJl9 for speaker, preparation for next weeks talk & updates #prodmgmttalk12:01 joshua_d: looks like a great #prodmgmttalk today with @sehlhorst . Will have to review the Tweets tonight.am12:01 sehlhorst: RT @nickcoster: Big companies act that there is lots to lose. Start-ups act like they have nothing toam lose. #prodmgmttalk12:01 sehlhorst: Thanks all for attending and the great insights! #prodmgmttalkam12:01 ProdMgmtTalk: Thank you @sehlhorst! Thank you all participants! Excellent insights/possibilities for much more inam depth discussion & topics #prodmgmttalk12:01 sehlhorst: @joshua_d lurker! #prodmgmttalkam12:02 DavidWLocke: @sehlhorst Easy to rationalize sunk cost. Stay=Die. #prodmgmttalkam12:02 ProdMgmtTalk: Welcome @joshua_d Transcript from todays talk will be posted at http://bit.ly/ijzJl9 later todayam #prodmgmttalk
  14. 14. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn812:02 brainmates: Speak to you all next week. We have @jim_holland joining us! #prodmgmttalkam12:02 DavidWLocke: @sehlhorst Ive seen our partners die from sticking with the old, listening to VOC to the very end.am #prodmgmttalk12:03 ProdMgmtTalk: Thank you Adrienne, Nick, @brainmates @sehlhorst and in person audience here in SF Bayam #prodmgmttalk12:03 sehlhorst: everyone have a good one - signing off. #prodmgmttalkam12:03 sehlhorst: RT @ProdMgmtTalk: Thank you Adrienne, Nick, @brainmates and in person audience here in SFam Bay #prodmgmttalk12:03 leonardkish: Next time. RT @ProdMgmtTalk: @joshua_d Transcript from todays talk will be postedam athttp://bit.ly/ijzJl9 later today #prodmgmttalk12:05 ProdMgmtTalk: hello @leonardkish #prodmgmttalkam12:05 HakanKilic: RT @sehlhorst: everyone have a good one - signing off. #prodmgmttalk Thanks @sehlhorst!am12:05 ProdMgmtTalk: Transcript now available from http://wthashtag.com/Prodmgmttalk #prodmgmttalkam12:06 ProdMgmtTalk: Immediate link to transcript http://bit.ly/fxs28b #prodmgmttalkam12:07 ProdMgmtTalk: Thanks for joining @leonardkish @HakanKilic #prodmgmttalkam12:08 ProdMgmtTalk: Check out the site http://bit.ly/ijzJl9 for speaker, preparation for next weeks talk & updatesam #prodmgmttalk12:09 ProdMgmtTalk: Planning to speak at Global Product Management Talk? Fill out speaker infoam form: http://bit.ly/ecxFr7#prodmgmttalk12:25 speakhub: @ProdMgmtTalk @nickcoster Hey guys. Sorry, I got pulled away right after I joined. I look forwardam to attending #prodmgmttalk soon1:04 am TrendsAustin: #prodmgmttalk is now trending in #Austin http://trendsmap.com/us/austin3:48 am joshua_d: @sehlhorst guilty. Will try to get out oearlier next week for #prodmgmttalk3:52 am MikeBoudreaux: Quora: What is the best way to predict what a market will look like in the future? Answer:http://qr.ae/5SiJ #ProdMgmtTalk3:55 am MikeBoudreaux: Quora: How far into the future should product managers try and anticipate markets? Answer:http://qr.ae/5SeD #ProdMgmtTalk5:08 am brainmates: Going through #prodmgmttalk transcripts. Saw good quote fr @sehlhorst #prodmgmt has to be a balance of both prediction and discovery5:29 am brainmates: Using Market Insights Effectively http://bit.ly/fCM0sQ summary #prodmgmttalk discussion by @sehlhorst @cindyfsolomon
  15. 15. Transcript from February 14/15, 2011 Using Market Insights Effectively Global Product Management Talk with Scott Sehlhorst http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/fcNFn85:29 am davidjeade: So true! RT @brainmates: Going through #prodmgmttalk transcripts: @sehlhorst #prodmgmt has to be a balance of both prediction and discovery5:31 am brainmates: @davidwlocke @rcauvin @barrypaquet @mikebordreaux Hope I captured your words accurately #prodmgmttalk http://bit.ly/fFQtkk6:35 am ProdMgmtTalk: RT @brainmates: Using Market Insights Effectively http://bit.ly/fCM0sQ summary #prodmgmttalkdiscussion by @sehlhorst @cindyfsolomon6:39 am cindyfsolomon: RT @brainmates Using Market Insights Effectively http://bit.ly/fCM0sQ recap #prodmgmttalk #prodmgmt#prodmrktg7:19 am dominickgalang: RT @nickcoster: Guessing the market is like guessing the weather. Short term is easy. Long term accuracy is impossible but you can see trends. #prodmgmttalk1:43 pm DavidWLocke: @brainmates Thanks for the mention in in the Brainmates blob post "Using Market Insights Effectively,"http://bit.ly/fFQtkk #prodmgmttalk2:53 pm ProdMgmtTalk: RT @barrypaquet Technology Adoption Lifecycle (TALC) ? Product Lifecycle (PLC) #prodmgmt#prodmgmttalk11:35 cindyfsolomon: @rickwatson please join next week using hashtag #ProdMgmtTalk so everyone can viewpm comments!http://bit.ly/fGIcqD #prodmgmt @ProdMgmtTalk

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