The Heart of the Matter

•

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Calvin Marshall

Creating customer-centric products while using influence, building consensus and collaborating across the enterprise

Business Career

The Heart of the Matter
Creating customer-centric products while using influence, building
consensus and collaborating across the enterprise
Calvin Marshall

Your opinion, although interesting, is
irrelevant – Steve Johnson, April, 2000

Online form
Point A
Point B
Operations
Pricing
Service
Delivery
Line Haul
Etc…
Shipping Label

Latin America
& Caribbean
PM
Fee
Mgmt
Sales
Cust.
Srvc
PMO
Web
Design
Mktg
Comms
Ops
Line
Haul
Pricing
PM
PM
Canada
United States

Parable of the blind men and the elephant

So….how do Product Managers work
with these disparate groups when, as
previously stated, their opinion is
irrelevant?

Humility
Can’t we
all just get
along?
Focus
On The
CustomerBring
Others
Along
Give Up
Some
Control
Influence
Without
Authority

Influence
Without
Authority
Five Types of Power
(Coercive, Reward, Legitimate, Expert, Referent)
 Features and functionality
 Customers in the office?
 Data, please!

Reach across the aisle to build consensus
 Understand to be understood
 Thanks for the invitation
 Find the keeper of the knowledge
Can’t we
all just get
along?

Bring
Others
Along
Create opportunities to build partnerships
 At work in the field
 Sharing is caring

They’re experts, too.
 Let a player play
 Seek opinion and input
 They’re pushing your agenda
Give Up
Some
Control

Know when to hold ‘em
 Intellectual curiosity
 Ask for help
Humility

Products are created to satisfy customers (or potential
customers) existing or latent needs.
 How does it impact the customer?
 Functionality, feature richness, overall experience?
 Reality Check: sometimes, its really a business need
Focus
On The
Customer

PM
PM
PM
When you’re dealing with this….

Calvin Marshall
Linked In: http://www.linkedin.com/in/calvinm
Twitter: co_marshall
Website: http://www.fourpeasconsulting.com

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The Heart of the Matter

1. The Heart of the Matter Creating customer-centric products while using influence, building consensus and collaborating across the enterprise Calvin Marshall

2. My Background

3. Your opinion, although interesting, is irrelevant – Steve Johnson, April, 2000

4. Online form Point A Point B Operations Pricing Service Delivery Line Haul Etc… Shipping Label

5. Latin America & Caribbean PM Fee Mgmt Sales Cust. Srvc PMO Web Design Mktg Comms Ops Line Haul Pricing PM PM Canada United States

6. Parable of the blind men and the elephant

7. So….how do Product Managers work with these disparate groups when, as previously stated, their opinion is irrelevant?

8. Humility Can’t we all just get along? Focus On The CustomerBring Others Along Give Up Some Control Influence Without Authority

9. Influence Without Authority Five Types of Power (Coercive, Reward, Legitimate, Expert, Referent)  Features and functionality  Customers in the office?  Data, please!

10. Reach across the aisle to build consensus  Understand to be understood  Thanks for the invitation  Find the keeper of the knowledge Can’t we all just get along?

11. Bring Others Along Create opportunities to build partnerships  At work in the field  Sharing is caring

12. They’re experts, too.  Let a player play  Seek opinion and input  They’re pushing your agenda Give Up Some Control

13. Know when to hold ‘em  Intellectual curiosity  Ask for help Humility

14. Products are created to satisfy customers (or potential customers) existing or latent needs.  How does it impact the customer?  Functionality, feature richness, overall experience?  Reality Check: sometimes, its really a business need Focus On The Customer

15. PM PM PM When you’re dealing with this….

16. ……or worse, this…..

17. Your Competition Your Team

18. Calvin Marshall Linked In: http://www.linkedin.com/in/calvinm Twitter: co_marshall Website: http://www.fourpeasconsulting.com