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Lars Rosengren - Finding Your True North - Productized15

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Product management is inherently complex, as it spans skills across multiple domains and over the past few years, especially digital product development frameworks, job titles etc. have been in constant flux. When dealing with complex problems it sometimes helps to zoom out, to understand what remains constant when the world around us change.
This talk takes a meta view on leading product development and will focus on three ingredients that drive success and failure in most projects. Based on experience from many projects across different disciplines at ustwo, we want to share an approach that balances focus and flexibility to consistently deliver quality products.

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Lars Rosengren - Finding Your True North - Productized15

  1. 1. FINDING YOUR TRUE NORTH Productized — October 2015 Lars Rosengren @larsrose Anatomy for Good Product Development
  2. 2. Lars Rosengren @larsrose Product Lead @Ustwo LARS 2
  3. 3. Lars Rosengren @larsrose Product Lead @Ustwo LARS 2 I care about… People Sustainability Crafts & Culture Photography
  4. 4. WE’RE A DIGITAL PRODUCT STUDIO 4 230 26 Studios People Nationalities
  5. 5. JOURNEY 4 Part 1: Failures
  6. 6. Document title and date CONFUSED… 5
  7. 7. Photo by: Michael Button BUSINESS SCHOOL
  8. 8. Photo by: Michael Button TECHNOLOGY VENTURES
  9. 9. A GRAND VISION 9
  10. 10. Document title and date 10 BAD DESIGN?
  11. 11. DISTRACTIONS
  12. 12. Source: reddit.com
  13. 13. ENVIZIO LABS
  14. 14. Document title and date CALIFORNIA Mobile payments (~2009) Partner with Wells Fargo & Target Well balanced team 15 CONTEXT
  15. 15. FORGOT TO ASK ‘WHY’…
  16. 16. LEARNINGS 18
  17. 17. LEARNINGS Ventures funnel passion & dedication 18
  18. 18. LEARNINGS Ventures funnel passion & dedication It’s fragile 18
  19. 19. LEARNINGS Ventures funnel passion & dedication It’s fragile The ‘why’ matters more than ‘what’ 18
  20. 20. JOURNEY Part 2: Inspirations
  21. 21. JAPAN Calligraphy by Ishizaki Keisui
  22. 22. I've never once hated this job. I fell in love with my work and gave my life to it. Even though I'm eighty five years old, I don't feel like retiring. That's how I feel. “
  23. 23. DESIGN 23 — Bringing a Point of View
  24. 24. “You have to care!… You cannot do superior work, if you are indifferent” — William Albert Allard 24
  25. 25. “Why are we here? I think many people assume, wrongly, that a company exists solely to make money. Money is an important part of a company’s existence, if the company is any good. But a result is not cause. We have to go deeper and find the real reason for our being. — David Packard 29
  26. 26. PURPOSE MATTERS 30
  27. 27. PURPOSE MATTERS Purpose can be the goal 30
  28. 28. PURPOSE MATTERS Purpose can be the goal Point-of-view 30
  29. 29. PURPOSE MATTERS Purpose can be the goal Point-of-view Our reason for being 30
  30. 30. — Raison d’être
  31. 31. “Invest As much time in designing your business as you do in designing your product.. 33
  32. 32. WHY ARE YOU IN BUSINESS?
  33. 33. DOES YOUR CUSTOMER CARE?
  34. 34. PEOPLE & CULTURE
  35. 35. VENTURE CORPORATION
  36. 36. PURPOSEPEOPLE CULTURE
  37. 37. Navigating your True north PRODUCT
  38. 38. 40 AgileCanvases Product/Market fit WHAT & HOW?
  39. 39. STRATEGY & VISION PURPOSE
  40. 40. PURPOSE… BUT HOW?
  41. 41. PURPOSE… BUT HOW? Ask yourself ‘why?’, not only ‘what?’
  42. 42. PURPOSE… BUT HOW? Ask yourself ‘why?’, not only ‘what?’ Have a point of view
  43. 43. PURPOSE… BUT HOW? Ask yourself ‘why?’, not only ‘what?’ Have a point of view Show that you care …about something
  44. 44. FRAMEWORKS Lean Startup Scrum Communication Tools etc.
  45. 45. “What defines great teams is not avoiding drama, but how you interact with drama. — David Storkholm DRAMA
  46. 46. Define who you are Align team around why PURPOSEPEOPLE CULTURE PURPOSE FRAMEWORKS DRAMA SHAPE YOUR BUSINESS LEAD YOUR PRODUCT
  47. 47. “Life’s too short to build something that nobody wants. 
 - Ash Maurya “Life is short, so make everything you build matter 
 - Lars
  48. 48. THANKS! Lars Rosengren lars@ustwo.com @larsrose

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