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What is Your Product? Making Large-Scale Product Development Work

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These are slides from the workshop presented by Ellen Gottesdiener and Andy Repton on August 8, 2019, at Agile Development 2019:

The first step for large enterprises transitioning toward a product-aligned and customer-focused operating model is to get shared agreement on this simple yet challenging question: "What is our product?"

Your answer is one of the most important ones you make. It powers all aspects of product development including product management roles, team organization, and product activities. The implications are vast and deep, especially in a large enterprise.

Based on ongoing work inside a large global technology infrastructure organization, Andy and Ellen provide techniques for enabling product development leaders and communities to define their product using an “outside-in”, customer-focused perspective—and do so with a product management mindset.

You will find the techniques we share useful, even for products that are mid-size or even smaller, because they help instill product-thinking and shared understanding.

Learning Outcomes:
On completion of the workshop, the learner will be able to
• Describe key principles—and their rationale—for defining your product
• Identify practical techniques to use in a product definition facilitated workshop
• Explain the mindsets and points of view that thwart product thinking, and ways to overcome them.
• Implement a collaborative process for helping people reflect, repeal, and reveal what their product is

Published in: Technology
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What is Your Product? Making Large-Scale Product Development Work

  1. 1. What is Your Product? Making Large-Scale Product Development Work © 2019 by EBG Consulting, Inc. and Andy Repton @ellengott @reptonandy #Agile2019 #Product
  2. 2. 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)
  3. 3. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 3 Andy Repton Organizational Improvement Coach at JP Morgan Chase AKA: Culture Hacker Coaching technology executives to adopt authentic leadership Background: engineering and operating large scale technology infrastructure platforms Mission: create work places that inspire Motto:“Inspire Pull” Favorite App: Untappd twitter: @reptonandy linkedIn: andyrepton untappd: repton3 JUST AN IDEA IN PROGRESS NOT EVEN THOUGHT OF YET Books
  4. 4. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Human Histogram please stand (or raise your hand) if the answer is “yes” or “true”….. 5
  5. 5. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy for the product (or products) I work on, my product org is… 30 or less people 30-100 people 100-500 people 500+ people
  6. 6. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy please stay standing if you relate to any the following challenges…?
  7. 7. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy lots of backlogs prioritization difficulty lots of cross-dependencies teams not necessarily working on right things from business perspective
  8. 8. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 8
  9. 9. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 1. Open a web browser 2. go to: kahoot.it 3. Enter the game pin 4. Sign in !
  10. 10. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 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? 10
  11. 11. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy “a software application, system, device, service, or combination that provides value to customers and business partners” Gottesdiener and Gorman, Discover to Deliver 11 product
  12. 12. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy principles for defining your product 12
  13. 13. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy principle #1 13
  14. 14. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 2004 14
  15. 15. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 15
  16. 16. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy principle #1 16 adopt outside-in thinking
  17. 17. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy let’s try… 10
  18. 18. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Is / Is Not / ? 18
  19. 19. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Is / Is Not / ? Agile 2019 website 19
  20. 20. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Is / Is Not / ? sched 20
  21. 21. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Is / Is Not / ? authorize.net 21
  22. 22. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Is / Is Not / ? mailchimp 22
  23. 23. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 23 Context = Agile 2019
  24. 24. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy context is everything 24
  25. 25. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy is | is not | ? 25
  26. 26. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy technique sampler…
  27. 27. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Pick one, go deep - product canvas
  28. 28. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 28
  29. 29. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 29
  30. 30. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 30
  31. 31. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy principle #2 31
  32. 32. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 32
  33. 33. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 33 product lifecycle
  34. 34. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 34 Introduction Growth Maturity Decline Time Profit Sales Based on: Kotler & Keller, Marketing Management, 2012 product lifecycle
  35. 35. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy my product is in…? introduction growth maturity decline 35 1
  36. 36. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy take the long view principle #2 36
  37. 37. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy Pick one, go deep - product canvas
  38. 38. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 38 look out for new ‘products’ being defined that are actually innovations for existing capability
  39. 39. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy technique sampler…
  40. 40. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy product management product ownership product development strategic tactical external internal customer code market making business technology discover deliver discovery and delivery discover deliver 40 Source:“Am I a Product Manager or a Product Owner” (Part 1 and 2), EBG blog
  41. 41. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 41 product work activity "Doing the Right Things, Not Everything: Product Management and Ownership”: www.ebgconsulting.com/blog
  42. 42. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 42 state diagram
  43. 43. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy principle #3 43
  44. 44. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy let’s try… (worksheet) 3
  45. 45. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 46 what is the effect of how narrowly or broadly you define your product?
  46. 46. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy The product backlog tends to have more technical items narrow or broad ?
  47. 47. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy components are developed by multiple teams narrow or broad ?
  48. 48. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy There is greater need for coordinator roles narrow or broad ?
  49. 49. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy prioritization is more complex narrow or broad ?
  50. 50. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy higher likelihood of feature duplication narrow or broad ?
  51. 51. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy dependency resolution is easier narrow or broad ?
  52. 52. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy define your product as broadly as practical principle #3 53
  53. 53. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy technique sampler…
  54. 54. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy External Entity: person (role), system or device Interface (giving or getting) The area of study or the product 56
  55. 55. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 57
  56. 56. © 2019 by EBG Consulting | @ellengott www.ebgconsulting.com | www.DiscoverToDeliver.com 59 features vs. components
  57. 57. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy bringing it together…
  58. 58. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy 61 outside-in broad as practical long lived define your product…
  59. 59. Component C Component B Feature X Feature Y Feature Z Is ??Is Not MYTH or FACT?
  60. 60. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy techniques & implications… 15
  61. 61. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy as broad as practical outside-in the long view 1. place implication inside theVenn 2. place the technique inside theVenn
  62. 62. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy WTF? kahoot glossary is/is not/?? feature vs component unconscious incompetence conscious incompetence conscious competence empathy map role maps product canvas context diagram state diagram umm! got it! sh*t now gets real ! DtD exercise org design (structure follows product) oh ok <shrug> whatever ! product thinking meta pattern
  63. 63. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy personal reflection… 1. what reinforced what you already knew? 2. what did you learn that is new? 3. what can you use leaving this session? 2
  64. 64. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy thank you! please complete the online eval @reptonandy (Andy Repton) @ellengott (Ellen Gottesdiener)
  65. 65. © 2019 by EBG Consulting and Andy Repton @ellengott | @reptonandy https://www.ebgconsulting.com/blog/what-is-your-product/ some readings https://www.ebgconsulting.com/blog/using-the-product-canvas-to-define-your-products-core-requirements/ https://www.ebgconsulting.com/blog/using-product-canvas-define-product-getting-started/ https://www.ebgconsulting.com/blog/right-things-not-everything-product-management-ownership/ What is your Product? Using the Product Canvas to DefineYour Product: Getting Started Using the Product Canvas to DefineYour Product’s Core Requirements Do the Right Things, Not Everything: Product Management & Ownership

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