Product Management 2.0 focuses on continuous learning and innovation to deliver maximum customer value. It involves: 1) Understanding customer needs through observation and empathy, not just requirements gathering. 2) Developing products iteratively based on customer insights rather than laundry lists of features. 3) Ensuring the development team stays focused on the essential by saying "no" to unnecessary features and technical debt.

2. Know IT Technology Management
Product Management 2.0 – A Process of Learning
Pär Hammarström
Senior Mgmt Consultant
Know IT Technology Management
par.hammarstrom@knowit.se
072 202 62 77

3. Lean Product Mgmt
• Strategy and Funding
• Requirements Mgmt
Technology Management

4. Product Development is Learning
Real World
Information
Decision
Feedback
Reflection
Decision making rules
Mental Model
Technology Management

5. Ladder of Inference
I take Actions based on my beliefs
I adopt Beliefs about the world
The Reflexive Loop
(our beliefs affect what I draw Conclusions
data we select next time)
I make Assumptions based on the
meanings I added
Observable data
Technology Management

6. The Nature of Innovation
Creative Destruction
In capitalist reality as distinguished from its
textbook picture, it is not [price] competition
which counts but the competition from the new
commodity, the new technology, the new
source of supply, the new type of
organization…– competition which commands
a decisive cost or quality advantage and which
strikes not at the margins of the profits and the
outputs of the existing firms but at their
foundations and their very lives
Joseph Schumpeter
Technology Management

7. Agility?
Technology Management

8. Product Manager
Regulations
Innovation
Customers
Technology Management

9. The Product Management Dilemma
Product Managers are assumed to be
omniscient and telepathic
Always present for the team
Always out in the field
Technology Management

10. Reality: Strategy by Laundry Lists
Technology Management

11. Reality: Wishful Thinking
Innovation
Technology Management

12. Product Mgmt 2.0
Technology Management

13. Waste Eats Value
Innovation
Interest to Technical Debt
Support
Technology Management

14. The Biggest Waste– Unused Features
64% of features are typically never used
Standish Group CHAOS report 2006
You have 64% of
your development
capacity available to
understand what
you really should
do!
Technology Management

15. Most Requirements are just Design done by Amateurs
“The worst scenario I can imagine is when we allow real
customers, users, and our own salespeople to dictate ‘functions
and features’ to the developers, carefully disguised as ‘customer
requirements’. Maybe conveyed by our product owners. If you
go slightly below the surface of these false ‘requirements’
(‘means’, not ‘ends’), you will immediately find that they are not
really requirements. They are really bad amateur design for the
‘real’ requirements….” - Tom Gilb

16. Waste Eats Value
Innovation
Promises to Customers
Regulations/Standards
Interest to Technical Debt
Support
Technology Management

17. Customer Insight Driven – Not Customer Driven
Abstract
Insight Ideas
Figure out the story
Ask why 5 times Describe the benefits
Tell a new story
Analysis Synthesis
Prototype and evolve a minimum
Observe how a job is done
desirable, viable and feasible product
Context Artifacts
Concretete

18. Entrepreneurial Product Leader
Behind every brilliant
product is a leader with:
- Great empathy for the
customer
- Insight into what is
technically possible
- The ability to see what
is essential and what is
incidential
“Innovation is saying ‘no’ to 1,000
things.”
- Steve Jobs
Technology Management

19. Think Products, Not Projects
Projects have an end – successfull software does not
- Up-front funding
- Scope fixed
- Success = cost, schedule, scope
Successfull Products don’t end – Team stays with the Product
- Incremental funding
- Scope evolves
- Success = profit/marketshare
Technology Management

20. Summary – Product Mgmt 2.0
• Continuous Innovation
• Customer Value
• Design Thinking
• Product Leaders
• Whole Team
Technology Management