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Product Culture Needs Time

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Warum es kein „von 0 auf 100“ bei Produktkultur gibt!

Die Geschwindigkeit mit der sich die digitale Landschaft und Produktwelt ändert, nimmt weiterhin rasant zu.
Aber ein Sprichwort hat bis heute bestand: „Gut Ding will Weile haben“ und das trifft insbesondere auf die Entwicklung einer Produktkultur zu. Produktkultur entwickelt sich kontinuierlich und in Stadien. Abkürzungen gibt es nicht, denn jede Phase baut aufeinander auf und nur dank den gemachten Fehlern und Erfahrungen kann man den nächsten Schritt nach vorne gehen.

Aber was ist denn nun eigentlich diese ominöse „Produktkultur“? Welche Phasen müssen durchlaufen werden und welche Charakteristika weisen diese auf? Woher weiß man, in welcher Phase man sich befindet und wie kommt man dem Ziel einer innovations-getriebenen Produktkultur näher.

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Product Culture Needs Time

  1. 1. PRODUCT CULTURE NEEDS TIME Marcel Semmler, working products, 30. Juni 2018
  2. 2. Marcel Semmler Chief Product Officer @ Bauer Xcel Media Working at the interface between product, marketing and technology. @marcelsemmler /Marcel_Semmler /marcelsemmler @marcelsemmler
  3. 3. The global umbrella for all digital activities of the Bauer Media Group. OUR APPROACH Advancing the media industry by applying user-driven strategies to deliver cutting edge news and to build original, innovative products and services.
  4. 4. PRODUCT CULTURE
  5. 5. A good, idea, method, information, object or service created as a result of a process and serves a need or satisfies a want. It has a combination of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers a buyer for purchase. - Oxford Dictionary product …
  6. 6. The ideas, customs, and social behaviour of a particular people or society - Oxford Dictionary the way of life, especially the general customs and beliefs, of a particular group of people at a particular time - Cambridge Dictionary culture…
  7. 7. Organizational culture Product culture
  8. 8. WHAT DEFINES A CULTURE?
  9. 9. The established set of attitudes held by someone - Oxford Dictionary a person's way of thinking and their opinions - Cambridge Dictionary mindset…
  10. 10. a certain culture a certain mindset requires
  11. 11. a product culture a product mindset requires
  12. 12. THE PRODUCT MINDSET
  13. 13. Essentials of a Product Mindset Empathy Ownership Intuition Making decisions Holistic View Asking questions Being curiuous Solving problems Product point of view Alignment w/ future Market sense Taking action
  14. 14. Product culture No product manager / project culture The Road Towards Product Culture A group of product manager
  15. 15. PROBLEM SOLVED. RIGHT?
  16. 16. NOPE
  17. 17. The focus is only on PRODUCT PEOPLE The focus is only on PRODUCT PEOPLE
  18. 18. The product is becoming MORE COMPLEX
  19. 19. The audience & user groups are getting MORE FRAGMENTED & LARGER
  20. 20. The product is everything. EVERYTHING IS PART OF THE PRODUCT
  21. 21. Challenges & Trends Role of the Product Owner IN SEARCH FOR THE AVENGERS
  22. 22. Product culture No product manager / project culture The Road Towards Product Culture A group of product manager
  23. 23. A group of product managers Everyone is a product manager Product culture No product manager / project culture1. 2. 3. 4. The Road Towards Product Culture
  24. 24. WHAT IS THE SHARED PRODUCT MINDSET?
  25. 25. PRINCIPLES
  26. 26. #1 EVERYTHING WE DO IS PART OF OUR PRODUCT PLATFORM
  27. 27. #2 BECAUSE EVERYTHING IS PRODUCT, EVERY TEAM OWNS PARTS OF THE PRODUCT PLATFORM
  28. 28. #3 BECAUSE EVERY TEAM OWNS PARTS OF THE PRODUCT PLATFORM, ALL TEAMS ARE DIRECTLY INVOLVED IN PRODUCT PROCESSES
  29. 29. Editorial Audience Dev Sales DevCreation Project Mgmt Business Owner Brand Owner Video Product OwnerUser FROM
  30. 30. Editorial Audience Dev Sales Dev Creation Project Mgmt Business Owner Brand Owner Video Product Owner User TO
  31. 31. #4 THE NEW ROLE OF THE INITIAL PRODUCT TEAM: ‚HOLISTIC VIEWER‘, ‚GUIDE‘ & ‚ENABLER‘
  32. 32. A/B </>
  33. 33. #5 THE NEW PROFILE OF THE INITIAL PRODUCT TEAM: ‚YOUR COMPANY IN A NUTSHELL‘
  34. 34. #6 THERE IS MORE TO INNOVATION THAT MEETS THE EYE
  35. 35. Radical innovations in new business areas Radical innovations in existing business models and processes Incremental innovations in existing business models and processes
  36. 36. #7 A SHARED PRODUCT MINDSET REQUIRES A SHARED VISION
  37. 37. #8 IT IS AN EVER CHANGING CULTURE BASED ON TRANSPARENCY, RESPONSIBILITY & ENABLEMENT
  38. 38. THERE IS ONE MORE THING
  39. 39. Group of product managers Everyone is a product manager Product culture No product manager1. 2. 3. 4. The Road Towards Product Culture
  40. 40. BAUER XCEL MEDIA MESSBERG 1 POSTFACH 4550 20077 Hamburg Germany THANK YOU VERY MUCH

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