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What is Your Product?

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To be product-aligned and customer-focused, everyone in your product development ecosystem needs to agree on the answer to the question, “What is Your Product?”

Many organizations don’t have clarity on what their product or products are. Ambiguity and disagreement on the answer contribute to slow response to changing customer and market needs and less than satisfying product outcomes. It thwarts your efforts to scale agile product development and causes a plethora of organizational and communication woes.

In this keynote, Ellen shares share why this question is so vital to your product success and ways she’s helped organizations co-discover the answer to the question, “What is Your Product?”

Published in: Technology
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What is Your Product?

  1. 1. What is Your Product? Agile Cincy | 29 April 2019 © 2019 by EBG Consulting, Inc. Ellen Gottesdiener www.ebgconsulting.com www.DiscoverToDeliver.com @ellengott #AgileCincy
  2. 2. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 2
  3. 3. Ellen Gottesdiener Founder, CSM, CSPO, CPF Ellen is an Product Coach and CEO of EBG, focused on helping product and development communities create valuable outcomes through product agility. She is known in the agile community as an instigator and innovator for collaborative practices for agile product discovery and using skilled facilitation to enable healthy teamwork and strong organizations. twitter: @ellengott blog: ebgconsulting.com/blog linkedIn: ellengottesdiener tips newsletter: www.ebgconsulting.com EBG is a global leader in agile product management and ownership and collaborative practices for technology products. EBG helps organizations amplify discovery to accelerate delivery. Volunteer: Agile Product Open ~ Boston (Co-Founder, Producer) Agile Product Management Initiative (Director,Agile Alliance)
  4. 4. props & appreciations to Andy Repton [ @reptonandy | https://www.linkedin.com/in/andyrepton/ ] for collaborating with me on an earlier workshop version of what evolved into this keynote
  5. 5. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 4
  6. 6. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Is / Is Not / ? 3 5
  7. 7. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Is / Is Not / ? macbook 6
  8. 8. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Is / Is Not / ? keyboard 7
  9. 9. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Is / Is Not / ? earphones 8
  10. 10. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com context is everything 9
  11. 11. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com “a software application, system, device, service, or combination that provides value to customers and business partners” Gottesdiener and Gorman, Discover to Deliver 10 product
  12. 12. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com so… what is your product? 11
  13. 13. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 12
  14. 14. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 13
  15. 15. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 14
  16. 16. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com why does it matter? 15
  17. 17. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 16 backlog customers metrics that matter strategy and roadmap org design, team alignment decision making PMs or POs impact
  18. 18. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com criteria for defining “product” customer’s view short lived spans customer journey includes services and components defined as narrowly as possible can have multiple product backlogs TRUE or FALSE? 17
  19. 19. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com principles for defining your product 18
  20. 20. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com principle #1 19
  21. 21. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 2004 20
  22. 22. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 21
  23. 23. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Pick one, go deep - product canvas
  24. 24. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 23
  25. 25. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 24
  26. 26. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 25
  27. 27. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 26
  28. 28. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com outside-in 27
  29. 29. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com principle #2 28
  30. 30. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 29
  31. 31. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 30 product lifecycle
  32. 32. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 31 Introduction Growth Maturity Decline Time Profit Sales Based on: Kotler & Keller, Marketing Management, 2012 product lifecycle
  33. 33. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 32 Introduction Growth Maturity Decline Time Profit Sales Based on: Kotler & Keller, Marketing Management, 2012 product lifecycle
  34. 34. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Pick one, go deep - product canvas
  35. 35. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 34 look out for new ‘products’ being defined that are actually innovations for existing capability
  36. 36. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Pick one, go deep - product canvas
  37. 37. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com product management product ownership product development strategic tactical external internal customer code market making business technology discover deliver discovery and delivery discover deliver 36 Source:“Am I a Product Manager or a Product Owner” (Part 1 and 2), EBG’s blog
  38. 38. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 37 shift left-er
  39. 39. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com the art of the long view 38
  40. 40. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com principle #3 39
  41. 41. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 40 what is the effect of how narrowly or broadly you define your product?
  42. 42. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 41 The product backlog tends to have more technical items: narrow or broad ?
  43. 43. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 42 Shared components are worked on by multiple cross-functional teams: narrow or broad ?
  44. 44. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 43 There is often a need for coordinator roles: narrow or broad ?
  45. 45. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 44 prioritization is simpler narrow or broad ?
  46. 46. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 45 Features tend to get duplicated: narrow or broad ?
  47. 47. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 46 dependency resolution is easier: narrow or broad ?
  48. 48. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com External Entity: person (role), system or device Interface (giving or getting) The area of study or the product 48
  49. 49. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 49
  50. 50. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 51 features vs. components
  51. 51. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com as broad as possible 52
  52. 52. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com principle #4 53
  53. 53. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com Source: Bonkers World 54
  54. 54. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 55 “…organizations which design systems …. are constrained to produce designs which are copies of the communication structure of these organization.” Melvin Conway, 1968. Paper available at: www.melconway.com conway’s law
  55. 55. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 56
  56. 56. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com “How Misconceptions About the Scrum Product Owner Role HarmYour Organization and What To Do About It” ~ Michael James (MJ) onYouTube 57
  57. 57. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 58 local vs. system optimization
  58. 58. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 59 Larman's 5th Law of Organizational Behavior Culture follows structure. http://www.craiglarman.com/wiki/index.php?title=Larman%27s_Laws_of_Organizational_Behavior
  59. 59. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com = 60 +
  60. 60. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com structure follows product 61
  61. 61. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com principle #5 62
  62. 62. Experiments from inside a ‘Product thinking’ workshop IMAGE: big workshop photo DAY 1 What is Product Initial definition DAY 2 Product deep dives Naming and refinement Org implications DAY 3+ Product deep dives Naming and refinement Product Discovery experiments from product thinking workshops size: 15-20 makeup: execs running org of 500 to 1K people 3 days recommended facilitators design agenda participants have accountability for outcomes 63 © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 63
  63. 63. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com product thinking meta pattern WTF? kahoot glossary is/is not/?? feature vs component unconscious incompetence conscious incompetence conscious competence customer interviews role maps product canvas context diagrams name the product umm! got it! sh*t now gets real ! DtD exercise team structure oh ok <shrug> whatever ! 64
  64. 64. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com the glossary is gold dust write it use it refine it
  65. 65. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com product thinking meta pattern WTF? kahoot glossary is/is not/?? feature vs component unconscious incompetence conscious incompetence conscious competence customer interviews role maps product canvas context diagrams name the product umm! got it! sh*t now gets real ! DtD exercise team structure oh ok <shrug> whatever ! 66
  66. 66. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com is | is not | ? 67 simple sorting exercise use existing components, features and solutions
  67. 67. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 68
  68. 68. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com product thinking meta pattern WTF? kahoot glossary is/is not/?? feature vs component unconscious incompetence conscious incompetence conscious competence customer interviews role maps product canvas context diagrams name the product umm! got it! sh*t now gets real ! DtD exercise team structure oh ok <shrug> whatever ! 69
  69. 69. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com prep with it walkthrough it refine it product canvas 70
  70. 70. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 71 Read more: Gottesdiener “Decide How to Decide: Empowering Product Ownership” (EBG blog) introduce decision making
  71. 71. Experiments from inside a ‘Product thinking’ workshop IMAGE: big workshop photo DAY 1 What is Product Initial definition DAY 2 Product deep dives Naming and refinement Org implications DAY 3+ Product deep dives Naming and refinement Product Discovery after the workshop product canvas improvement backlog organizational realignment training liftoffs coaching discovery sessions 72 © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 72
  72. 72. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com collaborate 73
  73. 73. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com principles for defining your product 74
  74. 74. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com outside-in the art of the long view as broad as possible structure follows product collaborate 75
  75. 75. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 76
  76. 76. www.ebgconsulting.com Events, course outlines, services, resources Tips newsletter: http://bit.ly/ebgNews www.ebgconsulting.com/blog www.DiscoverToDeliver.com DtoD resources, Discovery Board, Visual Language for download Twitter @ellengott | LinkedIn linkedIn YouTube EBGConsulting SlideShare ellengott stay connected! 3

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