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Bruce McCarthy (Founder, Product Culture) - Prioritization: Saying No To Good Ideas

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Bruce McCarthy (Founder, Product Culture) - Prioritization: Saying No To Good Ideas

  1. 1. SAYING NO TO GOOD IDEAS Prioritization
  2. 2. @prodculture Bruce McCarthy Founder, Product Culture ORACLE ATG IMARKET D&B NETPROSPEX NUANCE LOCALYTICS SKYHOOK WIRELESS VISTAPRINT ZIPCAR HOBSONS JOHNSON & JOHNSON ENERNOC SCHNEIDER ELECTRIC ONCAM EVARIANT HUAWEI INTRALINKS IMOTIONS ROUNDCORNER HEALTHWISE BPMA PRODUCT MANAGER DIRECTOR VP CHIEF PRODUCT PERSON PRESIDENT CEO STRATEGIC PARTNERSHIPS ENGINEERING MANAGER UX DESIGNER DATA ANALYST MARKETING SALES SCRUM MASTER ENTERPRISE COACH STARTUP ADVISOR TRAINER AUTHOR SPEAKER
  3. 3. @prodculture WWW.PRODUCTROADMAPPING.COM
  4. 4. MY FIRST MONTH AS VP
  5. 5. @prodculture
  6. 6. WHY IS IT IMPORTANT? WHERE DO YOU STRUGGLE?
  7. 7. “My priority list is soooooooo long!”
  8. 8. “My challenge is to actually finish a task and not just slot something as a higher priority and start working on the new one.”
  9. 9. Product Roadmaps Relaunched, O’Reilly 2017
  10. 10. Clark and Wheelwright (1993)
  11. 11. https://www.infoq.com/articles/how-kanban-works
  12. 12. ASSUME YOU’LL HAVE TO STOP AT ANY TIME Prioritization Rule #1
  13. 13. CHERRY PICK 10X IDEAS SAY NO TO THE MERELY GOOD FOCUS ON OUTCOMES, NOT OUTPUTS
  14. 14. CUSTOMER PROBLEMS SOLUTIONS / FEATURES NEW PRODUCT IDEAS ASSUMPTIONS
  15. 15. Bad Ways to Rank Ideas Your CEO’s gut No longer in touch Analyst opinions Mostly backward-looking Popularity Most customers are small Sales requests Change every week Services requests Mostly incremental
  16. 16. Bad Ways to Rank Ideas Your gut No longer in touch Analyst opinions Mostly backward-looking Popularity Most customers are small Sales requests Change every week Services requests Mostly incremental
  17. 17. Bad Ways to Rank Ideas Your gut No longer in touch Analyst opinions Mostly backward-looking Popularity Most customers are small Sales requests Change every week Services requests Mostly incremental
  18. 18. Bad Ways to Rank Ideas Your gut No longer in touch Analyst opinions Mostly backward-looking Popularity Most customers are small Sales requests Change every week Services requests Mostly incremental
  19. 19. Bad Ways to Rank Ideas Your gut No longer in touch Analyst opinions Mostly backward-looking Popularity Most customers are small Sales requests Change every week Services requests Mostly incremental
  20. 20. Bad Ways to Rank Ideas Your gut No longer in touch Analyst opinions Mostly backward-looking Popularity Most customers are small Sales requests Change every week Services requests Mostly incremental
  21. 21. @prodculture
  22. 22. Delighters
 (wows) Satisfier s
 Basic
 Expectations 
 (musts) Satisfaction Did it very wellDidn’t do it at all Kano Must Haves Should Haves Could Haves Won’t Haves MoSCoW Feasibility Desirability Viability Engineering Manufacturing Supply Chain UX Design Research Sales & Marketing Customer Support Product Owner Executives Founders FVD
  23. 23. Kano Delighters MoSCoW Communicating Scope DVF Quick Screening Critical Path MVPs ROI Scorecard Multiple Factors, Long Lists
  24. 24. OBJECTIVES DRIVE PRIORITIES
  25. 25. MEANS VS ENDS HTML5 Redesign Social Integration Customer Requests Revenue Scalability Transformational Ideas Grow lifetime value Grow market share Competitive barriers Grow recurring revenue Fulfill more demand Leverage assets
  26. 26. @prodculture UNIVERSAL BUSINESS OBJECTIVES 3 DRIVERS / 10 OBJECTIVES GROWTH Improve recurring revenue Grow market share Fulfill more demand Develop new markets PROFIT Support higher prices Improve lifetime value Leverage assets Lower costs VALUE Support core value Barriers to competition Pre-Product-Market Fit Growth Phase Maturity
  27. 27. @prodculture
  28. 28. COMPANY MISSION, PRODUCT VISION, AND OKRS TIE TOGETHER EXAMPLE FROM SPACE-X Company Mission: Make going to Mars a reality in this lifetime. Product Vision: Create a high efficiency, low cost space travel vehicle that can seat multiple civilian passengers. Objective: Reducing the cost of space travel to what an average American family can afford. Key Result: A target cost for travel to Mars under $200,000.
  29. 29. @d8a_driven
  30. 30. CLEAR OBJECTIVES SIMPLE MATH GOOD DISCUSSION + _________________ ALIGNED PRIORITIES
  31. 31. VALUE / EFFORT = PRIORITY The time and resources required to execute the initiative Expected contribution to customer needs and business objectives ROI Scorecard Define both “bang” and “buck” to ensure you do the most leveraged things first. @prodculture
  32. 32. VALUE / EFFORT = PRIORITY The time and resources required to execute the initiative Expected contribution to customer needs and business objectives (V1+V2+V3) ROI Scorecard @prodculture
  33. 33. VALUE / EFFORT = PRIORITY The time and resources required to execute the initiative Expected contribution to customer needs and business objectives (E1+E2) ROI Scorecard @prodculture
  34. 34. VALUE / EFFORT = PRIORITY(V / E) * C Confidence Certainty that your scores are accurate ROI Scorecard @prodculture
  35. 35. @prodculture Theme Value to Objective 1 Value to Objective 2 Value to Objective 3 Effort Raw Confidence Priority Full reusability 2 2 2 1 6 75% 4.5 Refueling in orbit 2 1 2 1 5 85% 4.25 Propellent production on Mars 1 1 0 2 1 25% 0.25 Right propellant 0 0 2 2 1 10% 0.1 Order of priority V / E = Raw-2 to +2 Scale
  36. 36. 0,1,2
  37. 37. NOW WHAT? Ok, you have a scorecard…
  38. 38. @prodculture SHUTTLE DIPLOMACY @prodculture
  39. 39. @prodculture Core Team Product Owner Design Engineering Operations Customers Executives Research Customer Support Production Finance Vendors & Partners Sales Marketing & PR Other Product Teams
  40. 40. @prodculture
  41. 41. TEAM AFTER1:1 FIRST @prodculture
  42. 42. “I’ve got a draft set of priorities. Would you help me refine it?”
  43. 43. @prodculture
  44. 44. “I’ll present our priorities at the leadership meeting on Friday” Collaboration
  45. 45. MY FIRST MONTH AS VP
  46. 46. CLEAR OBJECTIVES SIMPLE MATH GOOD DISCUSSION + _________________ ALIGNED PRIORITIES
  47. 47. @prodculture To learn more:
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