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JULY 28TH
ProductCamp
2012
JULY 28
TED ROGERS SCHOOL OF MANAGEMENT,
RYERSON UNIVERSITY
www.productcamptoronto.wordpress.com
2
John Milburn jmilburn@pragmaticmarketing.com
1001
Slide 2
BGN2 2010 copyright; lawyer notice
Barbara Nelson, 2/11/2010
Where did it all Begin?
•Development…
•Underestimated Sizing
•Slipped Scope
•Missed their Dates
And they Reacted
•It’s 3x what we really believe
•I’ll only commit to a subset
X•I’ll only commit to a subset
•Quarter, Half, Year, Decade
X
But it’s gotten better !
•Sizing
•T-Shirt, Relative Size, Planning Poker, Velocity
•Scope
•Burn-down/up, Scrums, Communication
•Time
•Iterations
Where does Product Mgt get Blamed?
•Revenue
•Quality
•Usability•Usability
•Innovation / Competitiveness
•Poor Prioritization
•Cost, Scope, Time….
And we Reacted…
•We “Sell it ourself”
•We Run/write tests, QA, Beta
•We design the UI•We design the UI
•We become the Designer
•We “MSU”
•We Project Manage……
But, what about ….?
Pricing
Buy, Build
or Partner
Business
Plan
Product
Profitability
Win/Loss
Analysis
Distinctive
Competence
Market
Problems
Marketing
Plan
Customer
Acquisition
Customer
Retention
Program
Effectiveness
Buying
Process
Buyer
Personas
User
Personas
Positioning
Product
Portfolio
Market
Definition
Distribution
Strategy
Strategic
Tactical
Strategic
Tactical
Innovation
Competitive
Landscape
Technology
Assessment
Lead
Generation
Thought
Leadership
Referrals &
References
Launch
Plan
Use
Scenarios
Requirements
Status
Dashboard
Product
Roadmap
Presentations
& Demos
Event
Support
“Special”
Calls
Channel
Support
Channel
Training
Sales
Process
Collateral
Sales
Tools
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Strategic
Tactical
BusinessMarket ProgramsPlanningStrategy SupportReadiness
Strategic
Tactical
Why?
How ?
•Where we came from
•How we are paid
•Who we work for
•Recognize the Problem
•CommunicateHow ?
What ? •Teaming
•Partnership
•Delegating
•Knowing and doing your job!
•Communicate
•Accountability
•Get out of the office
•Action Plans
Credit to Simon Sinek – Start with Why

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ProductCamp Toronto 2012 Legacy of Blame

  • 1. JULY 28TH ProductCamp 2012 JULY 28 TED ROGERS SCHOOL OF MANAGEMENT, RYERSON UNIVERSITY www.productcamptoronto.wordpress.com
  • 3. Slide 2 BGN2 2010 copyright; lawyer notice Barbara Nelson, 2/11/2010
  • 4. Where did it all Begin? •Development… •Underestimated Sizing •Slipped Scope •Missed their Dates
  • 5. And they Reacted •It’s 3x what we really believe •I’ll only commit to a subset X•I’ll only commit to a subset •Quarter, Half, Year, Decade X
  • 6. But it’s gotten better ! •Sizing •T-Shirt, Relative Size, Planning Poker, Velocity •Scope •Burn-down/up, Scrums, Communication •Time •Iterations
  • 7. Where does Product Mgt get Blamed? •Revenue •Quality •Usability•Usability •Innovation / Competitiveness •Poor Prioritization •Cost, Scope, Time….
  • 8. And we Reacted… •We “Sell it ourself” •We Run/write tests, QA, Beta •We design the UI•We design the UI •We become the Designer •We “MSU” •We Project Manage……
  • 9. But, what about ….? Pricing Buy, Build or Partner Business Plan Product Profitability Win/Loss Analysis Distinctive Competence Market Problems Marketing Plan Customer Acquisition Customer Retention Program Effectiveness Buying Process Buyer Personas User Personas Positioning Product Portfolio Market Definition Distribution Strategy Strategic Tactical Strategic Tactical Innovation Competitive Landscape Technology Assessment Lead Generation Thought Leadership Referrals & References Launch Plan Use Scenarios Requirements Status Dashboard Product Roadmap Presentations & Demos Event Support “Special” Calls Channel Support Channel Training Sales Process Collateral Sales Tools BusinessMarket ProgramsPlanningStrategy SupportReadiness Strategic Tactical BusinessMarket ProgramsPlanningStrategy SupportReadiness Strategic Tactical
  • 10. Why? How ? •Where we came from •How we are paid •Who we work for •Recognize the Problem •CommunicateHow ? What ? •Teaming •Partnership •Delegating •Knowing and doing your job! •Communicate •Accountability •Get out of the office •Action Plans Credit to Simon Sinek – Start with Why