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Escaping the Build Trap

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Mind the Product 2017 SF

Published in: Technology
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Escaping the Build Trap

  1. 1. @lissijean Escaping The Build Trap Melissa Perri @lissijean Produx Labs #mtpcon
  2. 2. @lissijean KEEP CALM AND MANAGE THE PRODUCT
  3. 3. @lissijean@lissijean@lissijean
  4. 4. @lissijean@lissijean
  5. 5. @lissijean
  6. 6. @lissijean AGILE
  7. 7. @lissijean
  8. 8. @lissijean EVERYTHING YOU EVER WANTED!
  9. 9. @lissijean DO NOT WANT @lissijean
  10. 10. @lissijean The Build Trap @lissijean
  11. 11. @lissijean + =
  12. 12. @lissijean Customers Businesses problems wants needs products or services $$$$
  13. 13. @lissijean Solving big problems for customers creates big value for businesses. @lissijean
  14. 14. @lissijean On Wednesdays we wear pink. @lissijean
  15. 15. @lissijean STRATEGYPROCESS CULTURE
  16. 16. @lissijean PROCESS
  17. 17. @lissijean@lissijean
  18. 18. @lissijean Scrum tells you how to build, not what to build.
  19. 19. @lissijean + =
  20. 20. @lissijean We keep adding to the backlog and never take away.
  21. 21. @lissijean@lissijean
  22. 22. @lissijean What is all this shit? @lissijean
  23. 23. @lissijean Scrum doesn’t have a brain. @lissijean
  24. 24. @lissijean Creating new products is full of uncertainty. @lissijean
  25. 25. @lissijean PROCESS To escape the Build Trap, we need to reduce the risk of failure in the market by using the right processes at the right time.
  26. 26. @lissijean Start with the goal @lissijean
  27. 27. @lissijean Uncertainty Research & Analysis Problem Validation Solution Validation Solution Optimization Product Management is about choosing the right processes at the right time.
  28. 28. @lissijean If you are uncertain about the customer problem… Use Market Research &/or Data to inform your direction and then talk to your customers. @lissijean
  29. 29. @lissijean If you are uncertain about how to solve the problem… Experiment to validate that you understand and can solve the problem. @lissijean
  30. 30. @lissijean If you are uncertain about what the best solution is… Test a few options and then decide. @lissijean
  31. 31. @lissijean If you are uncertain about adoption in the market… Build the first version and get it out to customers. @lissijean
  32. 32. @lissijean Uncertainty decreases every step of the way. 0 25 50 75 100 Analysis Problem Validation Solution Validation Solution Optmization
  33. 33. @lissijean Ingredients and recipes shipped to your door. @lissijean
  34. 34. @lissijean “The price is too high, we should lower it.” “The photos are not enticing.” “We need to rebrand the sign up funnel to the new design.” “We should be offering sign up gifts.” “They cannot try it for free!”
  35. 35. @lissijean Increase conversion rate by X%
  36. 36. @lissijean Obstacle: We don’t understand why people are leaving. @lissijean
  37. 37. @lissijean Learned: The top reasons people are leaving. 0% 10% 20% 30% 40% Reason Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
  38. 38. @lissijean@lissijean
  39. 39. @lissijean FAQS HELPFDS @lissijean
  40. 40. @lissijean FDS FDS @lissijean
  41. 41. @lissijean Product Managers choose the right processes for the right situations.
  42. 42. @lissijean PROCESS
  43. 43. @lissijean STRATEGY
  44. 44. @lissijean Teams are all in motion but not going anywhere. @lissijean
  45. 45. @lissijean@lissijean
  46. 46. @lissijean STRATEGY To escape the Build Trap, drive high alignment through a good strategy framework.
  47. 47. @lissijean STRATEGY “Strategy is a deployable decision making framework, enabling action to achieve desired outcomes, constrained by current capabilities, coherently aligned to the existing context” - Stephen Bungay @lissijean
  48. 48. @lissijean ALIGNMENT @lissijean
  49. 49. @lissijean Defines the company’s business, it’s objectives, and how it plans to reach those objectives. MISSION STATEMENT
  50. 50. @lissijean VISION STATEMENT A defined direction for the company or product on what it wants to become long term.
  51. 51. @lissijean “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” VISION
  52. 52. @lissijean “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” MISSION
  53. 53. @lissijean Echo Makes it easier to buy things you never meant to. @lissijean
  54. 54. @lissijean “Be stubborn on vision, flexible on details.” -Jeff Bezos @lissijean
  55. 55. @lissijean Feature Product Business Line Corporate How What & Why How How What & Why What & Why What & Why
  56. 56. @lissijean Product leaders help provide clear direction and vision for their teams to be effective. @lissijean
  57. 57. @lissijean “Delight customers through hard to copy, margin-enhancing ways. Optimize retention and cost.” -VP of Product 2005 - 2010, Gibson Biddle
  58. 58. @lissijean PERSONALIZATION We want to make discovering and ordering an appealing DVD easier and faster for users through personalization. We know that we retain users at a higher rate the faster they order their next DVD and enjoy it. At the moment, we have no way of knowing what content users have enjoyed or not, so we cannot recommend the right movies to them.
  59. 59. @lissijean PERSONALIZATION We want to make discovering and ordering an appealing DVD easier and faster for users through personalization. We know that we retain users at a higher rate the faster they order their next DVD and enjoy it. At the moment, we have no way of knowing what content users have enjoyed or not, so we cannot recommend the right movies to them.
  60. 60. @lissijean PERSONALIZATION We want to make discovering and ordering an appealing DVD easier and faster for users through personalization. We know that we retain users at a higher rate the faster they order their next DVD and enjoy it. At the moment, we have no way of knowing what content users have enjoyed or not, so we cannot recommend the right movies to them.
  61. 61. @lissijean PERSONALIZATION We want to make discovering and ordering an appealing DVD easier and faster for users through personalization. We know that we retain users at a higher rate the faster they order their next DVD and enjoy it. At the moment, we have no way of knowing what content users have enjoyed or not, so we cannot recommend the right things to them.
  62. 62. @lissijean
  63. 63. @lissijean@lissijean
  64. 64. @lissijean@lissijean
  65. 65. @lissijean STRATEGY
  66. 66. @lissijean CULTURE
  67. 67. @lissijean Fear legal and compliance when experimenting.
  68. 68. @lissijean Not allowed to contact customers.
  69. 69. @lissijean Too busy to try something new.
  70. 70. @lissijean@lissijean
  71. 71. @lissijean CULTURE To escape the Build Trap, create a customer-centric organization that rewards learning and reaching outcomes.
  72. 72. @lissijean We all need to be able to fail sometimes. @lissijean
  73. 73. @lissijean WHAT DO YOU MEAN THIS WASN’T VALIDATED? @lissijean
  74. 74. @lissijean “The greatest successes come from having the freedom to fail.” -Mark Zuckerberg @lissijean
  75. 75. @lissijean We need space and time to learn and reduce uncertainty. @lissijean
  76. 76. @lissijean@lissijean
  77. 77. @lissijean “Our highest priority is to satisfy the customer through early and continuous delivery
 of valuable software.”“
  78. 78. @lissijean@lissijean
  79. 79. @lissijean What can Product Managers do? @lissijean
  80. 80. @lissijean PROCESS Use the right processes at the right time, and communicate why with the rest of the company.
  81. 81. @lissijean STRATEGY Create a strategy for your part of the product, and work with your manager to set goals.
  82. 82. @lissijean CULTURE Talk about what you’ve learned as often as what you’ve built.
  83. 83. @lissijean@lissijean
  84. 84. @lissijean Melissa Perri melissa@produxlabs.co m produxlabs.com melissaperri.com @lissijean Learn great Product Management online. Take 15% off with MTPCON. productinstitute.com Coming Late 2017! Melissa Perri melissa@produxlabs.com melissaperri.com produxlabs.com twitter: @lissijean

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