Why Leading Innovation Is Essential For Product Managers - H. Del Castillo - ProductCamp Austin 9

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Thanks everyone who attended the sessions offered by the Association of International Product Marketing and Management (AIPMM) at ProductCamp Austin 9.

With members in over 65 countries, the AIPMM is the worldwide certifying body of product team professionals. It is the hub of all things product management. It is where product professionals go for answers.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

The Association of International Product Management and Marketing is creating a culture of mentoring within the product management professions
— to assist current product professionals in successfully confronting obstacles in their day to day efforts
— to facilitate rising product professionals in gaining experience and becoming successful product management leaders in their organizations
— to forward the profession, individual practitioners and product teams in successfully bringing products through the entire product lifecycle process

AIPMM Premium Membership provides the foundation for building your own product professional mentor network with access to member-only mentor matching, mentor/protégé facilitation, leadership trainings and opportunities for continuing education, as well as the potential to join the distinguished AIPMM Product Management Ambassadors Council.

AIPMM also offers training courses that prepare product management and marketing teams to take the CPM® and/or the CPMM® certification exam(s).

AIPMM's Certified Product Manager (CPM®) and Certified Product Marketing Manager (CPMM®) programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Contact Hector Del Castillo at http:/linkd.in/hdelcastillo for information about AIPMM membership benefits, certification courses in your area, or for help aligning your business and product strategy.

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Why Leading Innovation Is Essential For Product Managers - H. Del Castillo - ProductCamp Austin 9

  1. 1. Hector Del Castillo linkd.in/hdelcastillo August 18, 2012© AIPMM 2012
  2. 2. © AIPMM 2012
  3. 3. I want to thank everyone who attended the AIPMM sessions at ProductCamp Austin 9. I welcome your feedback regarding this topic. Contact me with any comments or questions. I look forward to seeing you again soon.© AIPMM 2012
  4. 4. Tweet About Us! Hector: @hmdelcastillo AIPMM: @AIPMM ProdMgmtTalk: #ProdMgmtTalk 280 Group: @the280Group PC Austin: @PCAustin, #PCATX© AIPMM 2012
  5. 5. Hector Del Castillo • Senior consultant with over 10 years of experience transforming products to profit for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 27+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE© AIPMM 2012 5
  6. 6. © AIPMM 2012
  7. 7. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
  8. 8. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
  9. 9. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
  10. 10. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach© AIPMM 2012
  11. 11. AIPMM Overview • With members in 65 countries, the AIPMM is the worldwide certifying body of product team professionals. • The only organization that addresses the entire product lifecycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia. • Membership benefits include eligibility for the Certification Programs, discounts to AIPMM conferences, and access to the Career Center, peer Forums, tools, templates and publications.© AIPMM 2012
  12. 12. • Network with experts Why Our Members Join and thought leaders • Learn best practices, proven strategies and methodologies • Expand their knowledge and soft skills. • Sharpen their leadership and influential skills • Validate their expertise with internationally recognized certifications. • Obtain tools to enhance their productivity© AIPMM 2012
  13. 13. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®)© AIPMM 2012
  14. 14. What We Will Discuss • What is innovation? • Why your company needs it • Implementing an innovation strategy • Tips to foster innovation • Ways to reduce risk© AIPMM 2012
  15. 15. What are the biggest barriers for innovation within your company? • Poor management • Insufficient investment • Lack of innovative people • Inadequate planning • Cannot afford the risk© AIPMM 2012
  16. 16. What Is Innovation?© AIPMM 2012
  17. 17. Benefits of InnovationIncreased Improvedproduct value profitability forfor customers your company© AIPMM 2012
  18. 18. Where can innovation happen? • Technology • Methodologies • Packaging • Operations • Tools • Distribution • Product Design • Business Models • Production • Pricing • Processes • Marketing© AIPMM 2012
  19. 19. Innovation Funnel Ideas • Generate • Explore • Analyze • Synthesize • Test • Screen Outcomes • Implement© AIPMM 2012
  20. 20. ”A strategy is like a roadmap. It’s useful only when you know where you are and where you want to go.”© AIPMM 2012
  21. 21. Fortune’s Most Admired Companies Rank Company Industry Industry Rank 1 Apple 1 Computers 2 Google 1 Internet Services & Retailing 3 Amazon.com 2 Internet Services & Retailing 4 Coca-Cola 1 Beverages 5 IBM 1 IT Services 6 FedEx 2 Delivery 7 Berkshire Hathaway 1 Property and Casualty 8 Starbucks Coffee 2 Food Services 9 Procter & Gamble 1 Soaps and Cosmetics 10 Southwest Airlines 3 Airlines Source: FORTUNE Magazine, 19 Mar 2012© AIPMM 2012
  22. 22. TIPS FOR IMPLEMENTING AN INNOVATION STRATEGY SUCCESSFULLY© AIPMM 2012
  23. 23. 1. Discover Insights© AIPMM 2012
  24. 24. Identify Customer Segments Needs; e.g., Demographics; e.g., Problems/pain points Industry Applications/uses addressed Function Key functionality/attributes Geography Degree of sophistication/quality/… Age/gender/income Drives Product/Solution Strategy Other personal/business characteristics Drives Outreach Strategy Behaviors and Attitudes; e.g., Risk appetite/adoption Psychographics (lifestyle/personality) Stated/unstated values Usage patterns Vendor/brand loyalty Drives Adoption Strategy© AIPMM 2012
  25. 25. Discover Unmet Customer Needs© AIPMM 2012
  26. 26. Know Your Competitive Landscape© AIPMM 2012
  27. 27. 2. Align Strategies With Needs Focus on creating and delivering value-added Customer products to target customers based on their unmet needs. Product (Value) Business Market © H. Del Castillo, AIPMM, Product Management Triple Constraint, 2011© AIPMM 2012
  28. 28. Create Alignment Align business, marketing and product strategies with unmet market needs.© AIPMM 2012
  29. 29. Communicate Strategic Objectives Financial How much investment is needed? How soon will we break even? Learning & Growth Customer What key resources are Product What are the unmet needs? needed? Vision & Mission Who are the customers? What knowledge and skills are needed? Who’s most likely to buy? Business Processes What key activities and deliverables are needed?© AIPMM 2012
  30. 30. 3. Mind Your Company’s Culture Cultivate a culture that Process fosters innovation and collaboration to create & deliver great products. People Culture© AIPMM 2012
  31. 31. Focus on Structure Source: McKinsey 7S Framework© AIPMM 2012
  32. 32. Eliminate organizational silos© AIPMM 2012
  33. 33. 4. Adopt A Product Planning Process Product Management Framework (PMF) Source: © AIPMM, 1998-2012, All Rights Reserved.© AIPMM 2012
  34. 34. Integrate Innovation© AIPMM 2012
  35. 35. Leverage The Product Life Cycle© AIPMM 2012
  36. 36. Identify Key Resources© AIPMM 2012
  37. 37. Define Key Deliverables© AIPMM 2012
  38. 38. 5. Deliver Value, Success Will Follow© AIPMM 2012
  39. 39. Polish your value proposition Creating and delivering value to customers, executives and investors is essential for a successful business.© AIPMM 2012
  40. 40. Direct the Internal Value Chain© AIPMM 2012
  41. 41. 6. Align Your Business Model© AIPMM 2012
  42. 42. Adopt Leading Productivity Tools Source: Why AIPMM Membership Boosts Your Productivity© AIPMM 2012
  43. 43. Make Your Business Case© AIPMM 2012
  44. 44. Key Takeaways 1 • Discover insights 2 • Align strategies with needs 3 • Mind your company’s culture 4 • Adopt a product planning process 5 • Deliver value, success will follow 6 • Align your business model© AIPMM 2012
  45. 45. Useful Links • Website: http://www.aipmm.com • LinkedIn: http://www.linkedin.com/company/2614343 • Ambassador’s Council: http://www.aipmmambassadors.com/ • Newsletter: http://bit.ly/News081712 • Articles: http://www.aipmm.com/html/newsletter/article.php • Blogs: http://aipmm.com/anthropology/ • Webinars: http://aipmm.com/aipmm_webinars/ • Certification: http://aipmm.com/html/certification/ • Product Management Framework Brochure: http://www.aipmm.com/brochures/AIPMM_PMF.pdf© AIPMM 2012
  46. 46. References • Why AIPMM Membership Boosts Your Productivity, http://slidesha.re/LVPotE • Why Exceptional Product Managers Have Many Mentors and How to Create Your Own Mentor Network, http://slidesha.re/OWWuSx • Why Get CPM® or CPMM® Certification, http://slidesha.re/QyagYG • Professional Growth Plan Template, http://slidesha.re/IvnYI3© AIPMM 2012
  47. 47. Join AIPMM AIPMM Premium Membership Price: $175 per year With members in 65 countries, AIPMM is the world’s largest association focused on connecting product team professionals with each other and providing educational opportunities, reference materials, and tools to make you more effective and boost your productivity. Here are some key benefits you get by joining: • Eligible for AIPMM Certification Exams • Personalized membership certificate • Eligibility for AIPMM education scholarship • Access to private AIPMM LinkedIn® group • Access to AIPMM Career Pathfinder powered by JibberJobber • Premium level membership at DemandMetric.com with access to 350+ templates and videos for 1 year. (valued at $497 USD) • Choice of 1 product management toolkit valued at $99 USD from AIPMM partner, 280 Group™ • $100 USD discount on Product Management Office™ Professional (valued at $399 USD) from AIPMM partner, 280 Group™ • An electronic copy of The Phenomenal Product Manager book from AIPMM partner, 280 Group™ • An electronic copy of The Optimal Product Process book from AIPMM partner, 280 Group™ • Eligible for Mentor Matching program Join today! PCamp Austin participants pay only $150 (Save $25) when you join by Sep 7th. Use promo code: 25PCA9. For information: http://bit.ly/JoinAIPMM or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  48. 48. AIPMM Mentor Matching Program 1. Become an AIPMM Premium member: Membership Info. 2. Mentors must apply for Ambassador Council: Submit Request. 3. Apply for Mentor Matching program by Sep 14, 2012, 3PM EDT. Apply here. Selected applicants will be notified via email by Sep 24, 2012.© AIPMM 2012
  49. 49. UPCOMING EVENTS© AIPMM 2012
  50. 50. Global Product Management Talk Bringing Product Talks to you via Twitter Chat & Podcast! Mondays Follow: @ProdMgmtTalk Use #ProdMgmtTalk Register: http://www.prodmgmttalk.com Listen: http://www.blogtalkradio.com/prodmgmttalk Aug 20 Product Marketing Methodology w/ Bill Reed, Managing Director & Co-Founder @Aventigroup 4:00 PM Pacific Time, 6 PM CST Chicago, and 7 PM ET Boston© AIPMM 2012
  51. 51. Upcoming Webcast Key Tips To Prepare For An AIPMM Certified Product Manager (CPM®) Or Certified Product Marketing Manager (CPMM®) Certification Exam Date: Wednesday, August 22, 2012 Time: 12 noon EDT/ 9:00 a.m. PDT Register/Archive: [Register here] This webcast will discuss all you need to know about the CPM® and CPMM® certification exams and preparation courses. The prep courses provide a thorough review of key strategies, concepts and terminology to help participants prepare to take an AIPMM certification exam. They cover the strategy for answering the exam questions and a Q&A for anything else participants want to review. They fully prepare participants to take the Certified Product Marketing Manager (CPM®) or Certified Product Marketing Manager (CPMM®) certification exam. Who Should Attend This is for all product team professionals who want to distinguish themselves, accelerate their careers by mastering strategies, methodologies and tools to plan, manage and market successful products, improve their productivity, and fully prepare to sit for and successfully pass the CPM® or CPMM® Certification Exam.© AIPMM 2012
  52. 52. Upcoming Webcast How To Prepare For The AIPMM Certified Product Manager (CPM®) Certification Exam Date: Wednesday, August 29, 2012 Time: 12noon EDT/ 9:00 a.m. PDT Register/Archive: [Register Here] This webcast will review all you need to know about the CPM® preparation course and the certification exam. The course provides a thorough review of key strategies, concepts and terminology to help participants prepare to take the exam to earn the prestigious AIPMM Certified Product Manager (CPM®) credential. It covers the strategy for answering the exam questions and a Q&A for anything else participants want to review and fully prepares participants to take the Certified Product Marketing Manager (CPM®) certification exam.© AIPMM 2012
  53. 53. Upcoming Courses Dates and Upcoming Courses Location Optimal Product Management & CPM® Certification Exam Sep 2012 from the 280 Group Austin, TX Course Information: [Information] Dallas, TX McLean, VA Product Innovation Leadership (16 PDUs) Sep 24-25, 2012 Course Information: [Information] McLean, VA Creating Value Through Collaboration (16 PDUs) Sep 26-27, 2012 High Performance Project Management McLean, VA Course Information: [Information] For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com.© AIPMM 2012
  54. 54. COURSE PREVIEW© AIPMM 2012
  55. 55. Upcoming Training Courses The following training courses from the 280 Group and AIPMM will be offered in the Austin, Dallas and DC metro areas in Sept and Oct. Contact me if you’re interested in registering for these courses and need additional information.© AIPMM 2012
  56. 56. 280 Group: Optimal Product Management & Marketing (OPM) Date: Sep & Oct 2012 Time: 8:30 AM – 5:30 PM EDT Place: Austin & Dallas, TX, McLean, VA Price: $1,995* per person (regularly $2,995) This three day training course from the 280 Group allows participants to master the core knowledge and skills that are necessary to be highly effective. It also provides students with the foundation to prepare for the worldwide-standard AIPMM Certified Product Manager (CPM®) exam. The course price includes printed course materials and slides, a reference handbook, certificate of completion, single user license for nine templates that cover strategy and execution and option to register to take the Certified Product Manager (CPM®) exam. Register for the optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when you order with Optimal Product Management & Product Marketing. This will help you review strategies and concepts to increase your chance of passing the exam. PCA participants pay only $1,895 (Save $100). To take advantage of this offer, please register online by September, 7 2012 and use the coupon code: 100PCAMPTX or 100VA12DC. For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  57. 57. Optimal Product Management Day One: Foundation Day Two: Product Management Overview Process and Product Life Day Three: Product Marketing Conceive Cycle Business Cases Market Research Strategy Requirements Competitive Analysis Forecasting Roadmaps Pricing Beta Program Launches Marketing End of life© AIPMM 2012
  58. 58. 280 Group: CPM® Exam Intensive Prep Date: Sep & Oct 2012 Time: 8:30 AM – 5:00 PM EDT Place: Austin & Dallas, TX, McLean, VA Price: $795* per person (regularly $1,295) This review course is offered on the morning of the same day of the Certification Exam. It provides an intensive review of the Association of International Product Marketing & Management (AIPMM) body of knowledge (ProdBOK®) to help participants prepare to take the exam to earn the prestigious Certified Product Manager (CPM®) credential. Participants review the key concepts and terminology used in the exam as well as strategies for answering exam questions and a Q&A for anything else they want to review. Price includes certification exam fee ($395 savings). Register for this optional fourth day CPM® Intensive Prep & Exam and receive a $500 discount when you order with Optimal Product Management & Product Marketing. This will help you review strategies and concepts to increase your chance of passing the exam. For more information: www.280group.com or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  59. 59. CPM® Exam Intensive Prep Course Morning Afternoon Introduction What is Product Management? Marketing Mix Product Life Cycle Product Positioning Understanding Goods and Services Value Creation Product Decisions Exam Review Strategic Planning Guidelines Q&A CPM® Certification Exam© AIPMM 2012
  60. 60. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Date: Sep 24-25, 2012 Time: 8:30 AM – 5:30 PM EDT Place: Teqcorner, McLean, VA Price: $1,697 per person This course covers best practices and proven methodologies to lead innovation efforts in order for your company to gain or maintain a competitive advantage using a sustainable approach. You will learn knowledge, skills, and tools to integrate and align strategic objectives with a managed and purposeful innovation culture. This course fully prepares you to take the Certified Innovation Leader (CIL) certification exam, which is administered at the end of day two. Price includes training, certification exam fee, AIPMM premium membership, and access to over 350 templates from the AIPMM ProdBOK® Productivity Tools. * PCamp Austin participants pay only $1,497 (Save $200) per person when you register by Sep 7th. Use promo code: 200PCA9. Group discount of $300 per person when you register 5 people. For information: http://bit.ly/CILCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  61. 61. Product Innovation Leadership - Igniting innovation and business growth (16 PDUs) Day 1 Day 2 Introduction & Overview Strategic Innovation Leverage and Phase 2: Plan Alignment (SILA) Phase 3: Develop Project Identification Phase 4: Develop Business Case Development Phase 5: Qualify Phase 1: Conceive Phase 5: Launch Practice Questions Exam Review Certified Innovation Leader (CIL®) Certification Exam© AIPMM 2012
  62. 62. Creating Value Through Collaboration - High Performance Project Management (16 PDUs) Date: Sep 26-27, 2012 Time: 8:30 AM – 5:30 PM EDT Place: Teqcorner, McLean, VA Price: $997 per person This course is designed by Lee Lambert of the Lambert Consulting Group and Greg Geracie of Actuation Consulting. This course teaches project managers what to expect from product management and vice versa, how to discover blind spots and risks within the product development process, and how to change the critical product management relationship from a collision course to a powerful partnership. This course offers 16 PDUs for PMI® certified Project Management Professionals (PMP®). * PCamp Austin participants pay only $897 (Save $100) per person when you register by Sep 7th. Use promo code: 100PCA9. Group discount of $200 per person when you register 5 people. For information: http://bit.ly/CVCourse or Hector Del Castillo at hmdelcastillo [at] aipmm.com© AIPMM 2012
  63. 63. Creating Value Through Collaboration - High Performance Project Management (16 PDUs) Learning Objectives • Clearly illustrate how the project lifecycle integrates with and compliments the overall product management lifecycle. This will help you: – Increase your value by making you a more strategic project manager and give you a deeper understanding of the core business needs – Become aware of risks and “blind spots” that can negatively impact your project and the success of the product – Understand the factors that improve your odds for project and product success • Demonstrate how aligning product and project management leads to more effective teamwork and increased efficiency. This will help you: – Understand that the product management and project lifecycles are deeply intertwined – Define your company’s production process and ensure that the major product and project deliverables are in place – Deploy shared incentives, performance objectives, an success criteria • Increase your ability to control project and product results by: – Expanding your product “domain” knowledge – Improving your core team’s performance and collaboration – Ensuring robust and thoughtful planning, risk mitigation, and communication© AIPMM 2012
  64. 64. For More Information About • AIPMM membership benefits • Certification courses in your area • How to prepare to take a certification exam • Defining the right product strategy & process to grow your business • Aligning your business model with your product strategy© AIPMM 2012
  65. 65. Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo [at] aipmm.com +1-301-523-9478© AIPMM 2012
  66. 66. © AIPMM 2012

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