14. HTTP://KISS.LY/WORKBACK
We try to work backwards
from the customer, rather
than starting with an idea
for a product and trying to
bolt customers onto it.
Ian McAllister, Amazon
Working Backwards
15. TODO:
Write a launch blog post
before you start any
product development
It’ll force you to start with the customer and find their problems.
16. Focusing on outcome,
rather than category,
industry, or product type,
lets you understand your
real competitors.
Intercom on Product Management
HTTP://KISS.LY/PRODUCTBOOK
Jobs to be Done
27. TODO:
Create a minimal product
which satisfies the job
Build less to get product in customer’s hands sooner and you’ll learn more faster.
28. Go Where Customers Are!
HTTP://KISS.LY/PLAYBOOKS
Create Your Playbook
Checklists, guidelines,
screencasts, specifications
and requirements are just a
few ways to make the tasks
people do in your company
repeatable and scalable.
Write It
Down.
29. TODO:
Write the process down so
it’s easier next time
Product processes aren’t repeatable unless they’re documented.
37. 1. Always Start With Customers
2. Continuously Improve
3. Think Deeply
4. Use Data
5. Focus
Five Product Habits
38. Click. Click.
Awesome.
Many of the best ideas come
from deeply thinking about
how to make things easier
for other people.
HTTP://KISS.LY/EASYTWEET
39. TODO:
Figure out how to reduce the
number of steps
Help people accomplish their goal with the least amount of steps. A ention spans are short. Every step counts.
41. One way I have worked around my
engineering deficiencies has been to hire the
skills onto the marketing team. For example,
in my last long-term VP Marketing role I
hired a front-end designer/engineer to design
and code landing pages and a dedicated DBA
to build reports and run ad hoc queries.
SEAN ELLIS (VP OF MARKETING, LOGMEIN 2003-2007) HTTP://KISS.LY/SEANENG
Old School A/B Testing
44. First Generation A/B Testing
Required engineering effort so it took days to
get experiments started.
Marketers were unable to run enough
experiments.
People who figured out how to experiment
faster, got more growth.
48. Second Generation A/B Testing
A single line of JavaScript installed once and
experiments start in seconds.
Marketers can now run many types of
experiments on their own.
Fast growth is becoming more common.
49. Top 5 A/B Testing Platforms
Adobe
3%
SiteSpect
4%
Google
8%
VWO
8%
Optimizely
77%
The results of
deep thinking!
51. TODO:
Take the time to do
thorough research up front
It’s faster to research than to write code. Upfront depth prevents you from building the wrong things.
58. Before You Build Anything, Make an Educated Guess.
HTTP://KISS.LY/OPTDATADNA
59. When You’ve Already Got Usage, Analyze It.
What percentage of your
customers or users have
adopted each feature?
Intercom on Product Management
HTTP://KISS.LY/PRODUCTBOOK
60. TODO:
Seek out data before you
take any action.
Whether you have data already or not, finding it and analyzing it to determine your next steps is critical.
61. 1. Always Start With Customers
2. Continuously Improve
3. Think Deeply
4. Use Data
5. Focus
Five Product Habits
62. Small teams mean fewer distractions,
less risk of ge ing mired in pet rocks,
and a singular shared focus on the
customer problem at hand.
David Cancel, Dri t / HubSpot / Performable / Ghostery / Compete
64. A company can only do one thing
at a time.
Arjun Sethi, Founder and Troublemaker
65. TODO:
Are you are working on the
right thing, right now?
If you can’t answer this question, you should stop and reassess everything you are doing.
66. SIMPLE RULE OF BUSINESS GROWTH
Easy to understand. Difficult to execute.
Focus +Sequence = Speed
How fast you growWhat you choose to do The order in which you do those things