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HAVE WE LEANED TOO FAR? 
Steve Johnson 
Under 10 Consulting 
@sjohnson717 
steve@under10consulting.com 
http://www.under10...
Big companies 
can be agile too! “ 
”
With today’s methods, 
we can build the wrong 
product faster than ever.
The biggest waste of all in 
product development is 
building something that 
absolutely no one wants. 
Under 10 Consultin...
where does innovation begin?
observation is the key
“this side up” 
http://www.flickr.com/photos/andyde/4762081047/
So, we’re in 
complete 
agreement?
?
?
Minimum Viable Product: n. 
A set of product functionality 
that can best be described by 
the following phrase: 
“Well, i...
?
DEFINE DESIGN & DELIVER REFINE
Product 
Promotion 
Sales 
Support 
Business 
Market 
Business 
Market 
DEFINE DESIGN & DELIVER REFINE
Before: focus on product 
DEFINE DESIGN & DELIVER REFINE 
Under 10 Consulting: look beyond the product 
Product 
Promotion...
Now: extend your view 
DEFINE DESIGN & DELIVER REFINE 
Under 10 Consulting: look beyond the product 
Promotion 
Sales 
Sup...
Product 
Promotion 
Sales 
Support 
Business 
Goals 
Market 
Goals 
Business 
Results 
Market 
Results 
DEFINE DESIGN & DE...
If you can’t describe what 
you are doing as a 
process, you don’t know 
what you are doing. 
Under 10 Consulting: look be...
Prepared for: 
By: 
BUSINESS RESULTS 
Expertise: Business 
 
 
 
 
 
PERSONAL 
Expertise 
Business 
Market 
Techn...
Prepared for: 
By: 
BUSINESS RESULTS 
Expertise: Business 
Process retrospective 
Business review 
PERSONAL 
Expertise ...
Areas of expertise 
Under 10 Consulting: look beyond the product 
Domain 
Expert 
Business 
Expert 
Technology 
Expert 
Ma...
Product 
Promotion 
Sales 
Support 
Market results 
(share) 
Business results 
(profit/loss) 
Market goals 
Business goals...
Product 
Promotion 
Sales 
Support 
Market results 
(share) 
13% 
Business results 
(profit/loss) 
$42m 
192 user stories ...
If you always do what 
you've always done, then 
you'll always get what you 
always got. 
Under 10 Consulting: look beyond...
It was never just about 
thermostats. At its core, Nest has 
always been about the home. We 
reinvent unloved home product...
What’s the next innovation? 
Under 10 Consulting: look beyond the product
Product 
Promotion 
Sales 
Support 
Business 
Market 
Business 
Market 
DEFINE DESIGN & DELIVER REFINE
Many entrepreneurs are like the chef who 
prepares dishes based on the available 
ingredients rather creating a meal that ...
For more, get 
Look Beyond the Product, 
available now on Amazon. 
LookBeyondtheProduct.com
CONTACT 
Steve Johnson 
Under 10 Consulting 
@sjohnson717 
steve@under10consulting.com
Under 10 Consulting: look beyond the product
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
Have we Leaned too far? Steve Johnson at Business of Software 2014
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Have we Leaned too far? Steve Johnson at Business of Software 2014

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Presented at Business of Software 2014, Steve Johnson (Under10.com) starts the debate - is Lean really the best principle for product development in software?

Published in: Business
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Have we Leaned too far? Steve Johnson at Business of Software 2014

  1. 1. HAVE WE LEANED TOO FAR? Steve Johnson Under 10 Consulting @sjohnson717 steve@under10consulting.com http://www.under10consulting.com/public/bos2014
  2. 2. Big companies can be agile too! “ ”
  3. 3. With today’s methods, we can build the wrong product faster than ever.
  4. 4. The biggest waste of all in product development is building something that absolutely no one wants. Under 10 Consulting: look beyond the product Eric Ries Business of Software, 2010
  5. 5. where does innovation begin?
  6. 6. observation is the key
  7. 7. “this side up” http://www.flickr.com/photos/andyde/4762081047/
  8. 8. So, we’re in complete agreement?
  9. 9. ?
  10. 10. ?
  11. 11. Minimum Viable Product: n. A set of product functionality that can best be described by the following phrase: “Well, it’s the least we could do.” Under 10 Consulting: look beyond the product Saeed Khan onproductmanagement.net
  12. 12. ?
  13. 13. DEFINE DESIGN & DELIVER REFINE
  14. 14. Product Promotion Sales Support Business Market Business Market DEFINE DESIGN & DELIVER REFINE
  15. 15. Before: focus on product DEFINE DESIGN & DELIVER REFINE Under 10 Consulting: look beyond the product Product Promotion Sales Support Business Market Business Market
  16. 16. Now: extend your view DEFINE DESIGN & DELIVER REFINE Under 10 Consulting: look beyond the product Promotion Sales Support Business Market Business Market Product
  17. 17. Product Promotion Sales Support Business Goals Market Goals Business Results Market Results DEFINE DESIGN & DELIVER REFINE
  18. 18. If you can’t describe what you are doing as a process, you don’t know what you are doing. Under 10 Consulting: look beyond the product W. Edwards Deming
  19. 19. Prepared for: By: BUSINESS RESULTS Expertise: Business      PERSONAL Expertise Business Market Technology Operations Domain Communication Speaking truth to power Influence through authority Influence through reason Influence through passion Under10 Playbook Canvas PRODUCT Expertise: Technology      PROMOTION Expertise: Market      SELLING Expertise: Market      SUPPORT & OPERATIONS Expertise: Operations      MARKET GOALS Expertise: Market      BUSINESS GOALS Expertise: Business      CORPORATE LEVERAGE Expertise: Business Roles & responsibilities Strategy Canvas (BOS) Growth-Share Matrix (BCG) Three Horizons (TCG) Product/Market matrix (Ansoff) DEFINE DESIGN & DELIVER REFINE Competencies Authority Systems Passion Innovation Research Expertise MARKET RESULTS Expertise: Market      1408 Copyright © 2012-2014 Under10 Consulting, LLC
  20. 20. Prepared for: By: BUSINESS RESULTS Expertise: Business Process retrospective Business review PERSONAL Expertise Business Market Technology Operations Domain Communication Speaking truth to power Influence through authority Influence through reason Influence through passion Under10 Playbook Canvas PRODUCT Expertise: Technology Product stories & personas Feature priority list Product plan PROMOTION Expertise: Market Market stories & personas Promotional priority list Launch plan SELLING Expertise: Market Pricing & discounting schedules Sales enablement priority list Battle cards SUPPORT & OPERATIONS Expertise: Operations Delivery plan Support plan Operations plan MARKET GOALS Expertise: Market Feasibility assessment Competitive landscape Success metrics BUSINESS GOALS Expertise: Business Business canvas Portfolio roadmap Business goals CORPORATE LEVERAGE Expertise: Business Roles & responsibilities Strategy Canvas (BOS) Growth-Share Matrix (BCG) Three Horizons (TCG) Product/Market matrix (Ansoff) DEFINE DESIGN & DELIVER REFINE Competencies Authority Systems Passion Innovation Research Expertise MARKET RESULTS Expertise: Market Success profiles Market review 1408 Copyright © 2012-2014 Under10 Consulting, LLC
  21. 21. Areas of expertise Under 10 Consulting: look beyond the product Domain Expert Business Expert Technology Expert Market Expert
  22. 22. Product Promotion Sales Support Market results (share) Business results (profit/loss) Market goals Business goals Corporate goals Copyright © 2013 Under 10 Consulting LLC
  23. 23. Product Promotion Sales Support Market results (share) 13% Business results (profit/loss) $42m 192 user stories delivered 17 sprints Marketing plan: $4m 1284 leads delivered 53% of sales team trained; all of SEs Capacity: 300 new sites Market goals Improve share from 8% to 11% Business goals Achieve $40M in revenues Corporate goals Launch new product line Copyright © 2013 Under 10 Consulting LLC
  24. 24. If you always do what you've always done, then you'll always get what you always got. Under 10 Consulting: look beyond the product Aerosmith
  25. 25. It was never just about thermostats. At its core, Nest has always been about the home. We reinvent unloved home products to create simple, beautiful, thoughtful things. —Tony Fadell CEO & Founder, Nest “ ”
  26. 26. What’s the next innovation? Under 10 Consulting: look beyond the product
  27. 27. Product Promotion Sales Support Business Market Business Market DEFINE DESIGN & DELIVER REFINE
  28. 28. Many entrepreneurs are like the chef who prepares dishes based on the available ingredients rather creating a meal that customers want to buy. Under 10 Consulting: look beyond the product Steve Johnson 37
  29. 29. For more, get Look Beyond the Product, available now on Amazon. LookBeyondtheProduct.com
  30. 30. CONTACT Steve Johnson Under 10 Consulting @sjohnson717 steve@under10consulting.com
  31. 31. Under 10 Consulting: look beyond the product

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