This document discusses how to say no confidently in a customer-centric way as a product manager. It recommends segmenting and targeting customers by conducting deep interviews to understand who the strategic customers are. It also advises determining where and how to create deeper strategic value for customers rather than just adding value. An impact assessment framework is presented to evaluate potential ideas based on metrics, markets, financial impact, and estimated rollout. An iterative roadmap process is outlined that involves rapid experimentation, stakeholder alignment, and prioritizing ideas based on customer focus and strategic impact. The document emphasizes the importance of focus and saying no to most ideas in order to concentrate on the most important customer needs.

1. Saying No with Confidence - The
Customer Centric Way by
TIER Mobility VP of Product & Growth
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5. SAYING NO WITH
CONFIDENCE
- The Customer Centric Way

6. Moving from Jack of all
trades to a master of all
Steve Jobs is
my superhero

7. The Challenge
Product is everyone's concern -
No is not an option
Frameworks don’t work in isolation

8. Change Mobility for Good.
350k+ e-scooters, e-mopeds & e-bikes
Active in 560+ cities in 31 countries
380m+ rides taken by 24m+ customers
We are the largest global multi-modal micromobility player

9. The Mantra
That's been one
of my mantras -
focus and
simplicity.
Steve Jobs
(WWDC'97)
What? Where?
& When? to
simplify
Who? & Why?
to focus
Don’t forget
the people

10. Segment & Target
Customer (Who?)
Know who is not your target
customer
Focus on the Pareto customer
Conduct deep interviews
Strategic Ideal Others Churned Lost leads

11. Strategic Value Creation (Why?)
Use a Strategy canvas also known
as Value curve analysis
Don’t ADD value
You create DEEPER value
Score
Us Competition
0
1
2
3
4
5
6
7
8
9
Need #1 Need #2 Need #3 Need #4 Need #5 Need #6 Need #7 Need #8 Need #9 Need #10
Know where not to create value

12. Strategic
Alignment
Steve Jobs
(WWDC’97)
You've got to
say 'no, no, no'
and when you
say 'no,' you
piss off people
Align on your
strategy with
your stakeholders
Segment Target
Product
intake
mechanism
Positioning

13. Impact Assessment (What? Where? & When?)
Team Epics or
Problems
Metric %Impact Markets Uplift EBITDA Estimated
Rollout
Cool ABC Acquisition +5% DE/ES/AT +$3.8m (S*) $1.1m Q1
Cool XYZ MAU
-2%
Baseline
EU
-$1.8m
Baseline
(NS*)
- Q2
Hot PQR Retention 1% EU $1.5m (S*) $1.1m Q1
Hot Efficiency Q2
Hot Cost Q3
* S=Strategic, NS=Non-Strategic

14. Roadmap Iteration
Rapid
experimentation
Product
ideas intake
mechanism
Stakeholder
alignment
01 02 03
Team Epics or
Problems
Metric %Impact Markets Uplift EBITDA Estimated
Rollout
Cool ABC Acquisition +5% DE/ES/AT +$3.8m (S*) $1.1m Q1

15. Recap
Segment & Target
Positioning
Intake Process
Impact Canvas
Stakeholder Alignment
01
02
03
04
05
WHO
WHAT
WHERE
WHEN
WHY

16. I’m actually as proud of the things we haven’t done
as the things I have done. Innovation is saying ‘no’
to 1,000 things. You have to pick carefully.
It’s only by saying no that you can concentrate on
the things that are really important.
Steve Jobs [BW’04]
"Focusing is
about saying no"
- Steve Jobs
(WWDC'97)
THANK YOU

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