Patricia Morizio shares lessons learned from building at scale in a company transitioning from a project to product mindset. She talks about the challenges and opportunities of not just building tech, but also changing user behavior and perception of your product.

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8. Patricia Morizio
TONIGHT’S SPEAKER

9. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Dealing With
Constant Change
Transitioning From a Project to
Product Mindset
September 5, 2018

10. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Overview
1. Define shift from project to product mindset
2. Approaching this (or any cultural) change
3. What we’ve learned
10

11. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 11
What is a digital business?Digital companies deliver technology
with an obsessive focus on, and deep
understanding of, their users.

12. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 12
Fortune 500 Brand Snapshot

13. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 13
Shift in Organizational Mindset
Culture: Top-down, Waterfall IT project mindset Flat, customer-centric product
mindset
Planning: Funding feature list (outputs) Goal-oriented
roadmaps (outcomes)
Development Approach: One-and-done releases Iterative releases
Team Structure: Functional silos Data-driven, cross-
functional teams
Accountability: Serving “the business” Serving your customers (within
business constraints)
Project
Product

14. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
We’ve Had Our Fair Share of Changes
14

15. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15
75%
of customers leave
call center interactions
frustrated*
*Across Industries; Source: ContactEngine 2018

16. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
The Solution:
“Digital
Transformation”

17. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Digital Transformation
Enhancing Value
Building a Product Culture
1717

18. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Step #1
Realign Teams Around a Clear Vision
(Autonomy, Mastery, Purpose)
1818

19. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Business Owner
(“Client”)
Designers &
Developers
(“Resources”)
Project
Manager
(Cat Herder)
Product
Manager
Product
Designer
Product
Engineer
Call Center
Agents
Data
Analysts
Command-
and-
Control
Silos
User-Centric
Cross-
Functional
Pods
Cultural Growing Pains
2016
2018

20. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Step #2
Mix Top-down and Bottom-up Support
& Give Tangible Examples
2020

21. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Step #3
Empathize with Your Stakeholders
2121

22. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Essentials of stakeholder relationship management:
1. Commonality
2. Reciprocity
3. Empathy
4. Difference
5. Trust
22
“CREDiT” Model (Whitney)

23. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Step #4
Design Organization to Combat
Reversion to Status Quo
2323
Source: Tony Stubblebine, betterhumans.coach.me

24. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Step #5
Acknowledge that Lasting
Change is an Evolution
2424

25. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 25
Acknowledge Success Highlight How Far You Have To Go
Minjung Koo & Ayelet Fishbach

26. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 2626

27. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Takeaways to becoming a change agent
27
1) Product culture beats digital transformation any day
2) Clear mission, team structure, and shared terminology matter
3) Importance of stakeholder relationship management (CREDiT)
4) Need to combat reversion to the status quo (Change Elements)
5) It’s a marathon, not a sprint

28. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Thank you.

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