Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© 2011-2016 280 Group LLC.
Earned Influence & Authority
20120715
Pro-duct Man-a-ger
noun
• Someone with all of the respons...
© 2011-2016 280 Group LLC. 2
• 25 years of product management, management and product marketing
experience worldwide
• 280...
© 2011-2016 280 Group LLC. 3
We help companies and
individuals do GREAT Product
Management and Product
Marketing using our...
© 2011-2016 280 Group LLC. 4
• Optimal Product Process™
• Complete Solution
• Customized for You
• Result: Fully Optimized...
© 2011-2016 280 Group LLC. 5
DownloadThe Phenomenal Product Manager!
http://go.280group.com/pcamp-ppm
© 2011-2016 280 Group LLC. 6
Source: CBS News2013poll of corporate executives
• CEO
• Senior Executives
• General Manager
...
© 2011-2016 280 Group LLC. 7
Growth Sequence
• Your passion and drive
• Determining direction
• Business and strategy
• In...
© 2011-2016 280 Group LLC. 8
Full Product Manager Skill Set
Introduction
Personal Brand
Communication
Challenging
Situatio...
© 2011-2016 280 Group LLC. 9
PM
Sales
Customers
Support
Channel
Operations
ExecutivesPartners
Finance
Engineering
Marketin...
© 2011-2016 280 Group LLC. 10
PMs and PMMs have no authority – only influence
• Process Model requires agreement on
conten...
© 2011-2016 280 Group LLC. 11
Product Janitor
Achieving Results
© 2011-2016 280 Group LLC. 12
• PMs ask for change to move product forward
– Change generates stress
• One individual PM v...
© 2011-2016 280 Group LLC. 13
Communication with Stakeholders
Foundation Skills
© 2011-2016 280 Group LLC. 14
Find all the
Stakeholders
Clarify the
vision
Build
ownership
Build
alignment
Maintain
motiva...
© 2011-2016 280 Group LLC. 15
Tell People What You Do – and Don’t Do
Foundation Skills
© 2011-2016 280 Group LLC. 16
DACI: Example
Decision
Executive
Management
Product
Management
Product
Marketing
Corporate
M...
© 2011-2016 280 Group LLC. 17
Speaking & Writing
Foundation Skills
Great
presentations
Get to the Point
• Briefly summariz...
© 2011-2016 280 Group LLC. 18
Source: http://blogs.hbr.org/2013/06/the-1-minute-trick-to-negotiat/
• Focus on what you wan...
© 2011-2016 280 Group LLC. 19
Understanding People
Influence
© 2011-2016 280 Group LLC. 20
Others’ needs
Social styles
Organizational structure
Business metrics
Personal background
Co...
© 2011-2016 280 Group LLC. 21
Human Motivation: Maslow’s Hierarchy of Needs
Influence
Source: http://www.teach-nology.com/...
© 2011-2016 280 Group LLC. 22
Social Style
(Wilson Learning)
Source: Wilson Learning
Influence
EmotesControlsemotions
 ...
© 2011-2016 280 Group LLC. 23
Influence
Influence
Personal Brand
Communication
Challenging
Situations Influence Leadership...
© 2011-2016 280 Group LLC. 24
Shortcuts to understand what is important
• Reciprocity: I give you something, you feel an o...
© 2011-2016 280 Group LLC. 25
• What are you going to give them?
– Knowledge and information?
– Time?
– Concern?
• Why mak...
© 2011-2016 280 Group LLC. 26
• Market Research supplies social proof
• Precedence
– “We always do it this way”
• Printed ...
© 2011-2016 280 Group LLC. 27
• Be the expert: perceived or believed
– Technical knowledge, specialized skill, experience
...
© 2011-2016 280 Group LLC. 28
• Celebrate the wins
• Let them take the credit
– Ideas
– Success
• Leaders take the blame
G...
© 2011-2016 280 Group LLC. 29
Mirror them to establish affinity
• People like those who are similar to
themselves
• Clothi...
© 2011-2016 280 Group LLC. 30
Other ways to build rapport
Foundation Skills
© 2011-2016 280 Group LLC. 31
Leadership
Leadership
Personal Brand
Communication
Challenging
Situations Influence Leadersh...
© 2011-2016 280 Group LLC. 32
Leadership Grid
TheBlake and Mouton Managerial Grid, also known as the LeadershipGrid (1985)...
© 2011-2016 280 Group LLC. 33
Leadership Impact
TheBlake and Mouton Managerial Grid, also known as the LeadershipGrid (198...
© 2011-2016 280 Group LLC. 34
Playing to Win vs. Playing Not to Lose
Playing to Win
Start Obstacle
Discomfort!
Resolve Dis...
© 2011-2016 280 Group LLC. 35
• Stay
Accept the discomfort zone rather than running away
– The “Enough” Mandate
– Accept I...
© 2011-2016 280 Group LLC. 36
Growth Sequence
• Your passion and drive
• Determining direction
• Business and strategy
• I...
© 2011-2016 280 Group LLC. 37
PM Growth Path
Next Steps
• Supporting your career
• Plan your next step
© 2011-2016 280 Group LLC. 38
Download Your Copy At: http://280.gr/challenges-pm
What are your challenges?
- Most comprehe...
© 2011-2016 280 Group LLC. 39
Upcoming SlideShare
Loading in …5
×

Earned Influence and Authority for Product Managers

57 views

Published on

Ever wonder how you can be more effective as a Product manager? This presentation has been a extremely well attended event 2 years in a row at PCamp in Silicon Valley.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Earned Influence and Authority for Product Managers

  1. 1. © 2011-2016 280 Group LLC. Earned Influence & Authority 20120715 Pro-duct Man-a-ger noun • Someone with all of the responsibility and little or no authority • A person who loves bringing great products to life • The one person who has the ability to dramatically affect a product’s success or failure
  2. 2. © 2011-2016 280 Group LLC. 2 • 25 years of product management, management and product marketing experience worldwide • 280 Group Sr. Consultant and Trainer since 2012 • Established companies – Apple, Sun Microsystems, Adaptec • Small companies and startups – Gridstore, EloTouch, own companies • Mechanical Engineer, UC San Diego; MBA, Columbia School of Business • AIPMM Certifications – Certified Product Manager, Certified Product Marketing Manager, Agile Certified • Twitter: @pamelaschure; Email: pam@280group.com Pamela Schure
  3. 3. © 2011-2016 280 Group LLC. 3 We help companies and individuals do GREAT Product Management and Product Marketing using our Optimal Product Process™ framework. Mission 280 Group Overview
  4. 4. © 2011-2016 280 Group LLC. 4 • Optimal Product Process™ • Complete Solution • Customized for You • Result: Fully Optimized Product Management Uniquely Qualified to Help Your Company 280 Group Overview
  5. 5. © 2011-2016 280 Group LLC. 5 DownloadThe Phenomenal Product Manager! http://go.280group.com/pcamp-ppm
  6. 6. © 2011-2016 280 Group LLC. 6 Source: CBS News2013poll of corporate executives • CEO • Senior Executives • General Manager • Product Manager Fourth MOST Important in Corporate America Introduction
  7. 7. © 2011-2016 280 Group LLC. 7 Growth Sequence • Your passion and drive • Determining direction • Business and strategy • Influencing towards a goal Leading others • Understanding others • Developing systems • Holding others accountable • Influencing to accomplish tasks Managing others • Productivity • Skills • Attitude • Accountable Self Management Introduction ProductManagerGrowthpath
  8. 8. © 2011-2016 280 Group LLC. 8 Full Product Manager Skill Set Introduction Personal Brand Communication Challenging Situations Influence Leadership Achieving Results Product Management and Marketing Skills
  9. 9. © 2011-2016 280 Group LLC. 9 PM Sales Customers Support Channel Operations ExecutivesPartners Finance Engineering Marketing Press/Analysts • Central point of communication • Whole product • Define Product Strategy • Define Go-To-Market Strategy • Gather requirements • Guide engineering • Guide Sales and Marketing Unique Position or PM and PMM Achieving Results
  10. 10. © 2011-2016 280 Group LLC. 10 PMs and PMMs have no authority – only influence • Process Model requires agreement on content of deliverables • Deliverables drive decision-making and marketplace success • Process Model and DACI does not define how to get agreement • PMs and PMMs must achieve agreement with Key Stakeholders – Engineering – Manufacturing – Finance – Sales – Corporate Marketing – Executive Staff Working Across the Organization Achieving Results How do you get to an agreement – with no implicit authority?
  11. 11. © 2011-2016 280 Group LLC. 11 Product Janitor Achieving Results
  12. 12. © 2011-2016 280 Group LLC. 12 • PMs ask for change to move product forward – Change generates stress • One individual PM vs. larger organizations • Lots of Stakeholders involved – They all need to be convinced Why Do PMs Face Challenging Situations? Challenging Situations
  13. 13. © 2011-2016 280 Group LLC. 13 Communication with Stakeholders Foundation Skills
  14. 14. © 2011-2016 280 Group LLC. 14 Find all the Stakeholders Clarify the vision Build ownership Build alignment Maintain motivation Build Collaborative Relationships Influence Stakeholder Product Manager
  15. 15. © 2011-2016 280 Group LLC. 15 Tell People What You Do – and Don’t Do Foundation Skills
  16. 16. © 2011-2016 280 Group LLC. 16 DACI: Example Decision Executive Management Product Management Product Marketing Corporate Marketing Public Relations Sales Development Product pricing A D C C I C I Product Launch Schedule C C C C I A D Marketing Budget A C D C I I I Market Needs A D C I I C I Product features C C I I I A D Business Model A D C I I C I Marketing mix C C D A I C I Competitive Positioning A D C I I C I Localization Strategy C D C C C A I PR strategy A I C C D C I Advertising Strategy A I C D I C I Customer Training Strategy I D I I I A I Achieving Results Key: D = Driver A = Approver C = Contributor I = Informed
  17. 17. © 2011-2016 280 Group LLC. 17 Speaking & Writing Foundation Skills Great presentations Get to the Point • Briefly summarize the situation • State a few selected facts • State what you need, want or demand OR • Tell a story
  18. 18. © 2011-2016 280 Group LLC. 18 Source: http://blogs.hbr.org/2013/06/the-1-minute-trick-to-negotiat/ • Focus on what you want • Ignore fear of loss • This is very successful in negotiations Starting a Discussion Successfully Negotiation Promotion (more successful) Prevention (less successful) Think of something you fear and then create a positive vision.
  19. 19. © 2011-2016 280 Group LLC. 19 Understanding People Influence
  20. 20. © 2011-2016 280 Group LLC. 20 Others’ needs Social styles Organizational structure Business metrics Personal background Company vision, values culture and processes Understanding Others Influence Do they believe that you understand and acknowledge them?
  21. 21. © 2011-2016 280 Group LLC. 21 Human Motivation: Maslow’s Hierarchy of Needs Influence Source: http://www.teach-nology.com/tutorials/teaching/whatareneeds.html Self-fulfillment needs Psychological needs Basic needs
  22. 22. © 2011-2016 280 Group LLC. 22 Social Style (Wilson Learning) Source: Wilson Learning Influence EmotesControlsemotions  Asks Tells  Analytical Driver Amiable Expressive Critical Indecisive Stuffy Picky Moralistic Conforming Unsure Pliable Dependent Awkward Pushy Severe Tough Dominating Harsh Manipulative Excitable Undisciplined Reacting Egotistical StrongWilled Independent Practical Decisive Efficient Ambitious Stimulating Enthusiastic Dramatic Friendly Industrious Persistent Serious Exacting Orderly Supportive Respectful Willing Dependable Agreeable
  23. 23. © 2011-2016 280 Group LLC. 23 Influence Influence Personal Brand Communication Challenging Situations Influence Leadership Achieving Results • Behavior, needs & styles • Negotiation
  24. 24. © 2011-2016 280 Group LLC. 24 Shortcuts to understand what is important • Reciprocity: I give you something, you feel an obligation to give back. – What information can you give to the people you are trying to influence so that they are more likely to work positively with you? • Social Proof: If X does it, then you should too – Market research is useful for providing Social Proof • Authority: A person in a position of authority is more likely to have their ‘orders’ followed – If you are authoritative (not authoritarian), then you will be more easily believed • Liking: If I like you, I will be more likely to agree with you – Use mirroring and work on being authentically likable. There are benefits. Influence for Product Managers Influence Robert Cialdini “Influence: the Psychology of Persuasion” 1984
  25. 25. © 2011-2016 280 Group LLC. 25 • What are you going to give them? – Knowledge and information? – Time? – Concern? • Why making sure the other party gives you something (time, information, move chairs, hands you coffee) is also important. – Their ‘gift’ means that you are worthy of their consideration. Reciprocity to build community Negotiation
  26. 26. © 2011-2016 280 Group LLC. 26 • Market Research supplies social proof • Precedence – “We always do it this way” • Printed information creates stronger compliance • Documented product management process • Templates Social Proof to reinforce influence Negotiation How do you counteract Social Proof used by other party?
  27. 27. © 2011-2016 280 Group LLC. 27 • Be the expert: perceived or believed – Technical knowledge, specialized skill, experience – Market and customer knowledge – Gently establish credentials and background early – If you are NOT the expert on a topic, ask questions • Look the part • Speak and act the part Authority Negotiation
  28. 28. © 2011-2016 280 Group LLC. 28 • Celebrate the wins • Let them take the credit – Ideas – Success • Leaders take the blame Give Credit to Others Foundation Skills Safe Space Are you creating or destroying their ‘safe space’?
  29. 29. © 2011-2016 280 Group LLC. 29 Mirror them to establish affinity • People like those who are similar to themselves • Clothing, stance, speed of talking, language • Avoid topics which demonstrate that this isn’t true • Be friendly: voice and manner • Language – Reuse the other party’s terms unless they are prejudicial to your cause • i.e. “Obamacare” • Reinforce that you believe that they are honest and reliable Specifics of “Liking” to gain influence Negotiation
  30. 30. © 2011-2016 280 Group LLC. 30 Other ways to build rapport Foundation Skills
  31. 31. © 2011-2016 280 Group LLC. 31 Leadership Leadership Personal Brand Communication Challenging Situations Influence Leadership Achieving Results • Qualities, Styles,Values • Growth path
  32. 32. © 2011-2016 280 Group LLC. 32 Leadership Grid TheBlake and Mouton Managerial Grid, also known as the LeadershipGrid (1985) Leadership Defined • Authoritarian • strong on tasks, weak on people skills • Country Club • strong on people skills, weak on tasks • Impoverished • weak on tasks, weak on people skills • Team Leader • strong on tasks, strong on people skills ConcernforPeople Concern for Results Country Club Team Leader Impoverished Authoritarian High 9 8 7 6 5 4 3 2 1 Low Low 1 2 3 4 5 6 7 8 9 High 1,9 9,9 9,11,1 5,5 Middle of the Road Where are you now?
  33. 33. © 2011-2016 280 Group LLC. 33 Leadership Impact TheBlake and Mouton Managerial Grid, also known as the LeadershipGrid (1985) Outcome Creation from Self ConcernforPeople Concern for Results People Like You People Trust You People Don’t NoticeYou People Fear You High 9 8 7 6 5 4 3 2 1 Low Low 1 2 3 4 5 6 7 8 9 High 1,9 9,9 9,11,1
  34. 34. © 2011-2016 280 Group LLC. 34 Playing to Win vs. Playing Not to Lose Playing to Win Start Obstacle Discomfort! Resolve Discomfort Playing Not to Lose (comfort zone) Accept Discomfort Playing to WIN (discomfort zone) Desired Outcome
  35. 35. © 2011-2016 280 Group LLC. 35 • Stay Accept the discomfort zone rather than running away – The “Enough” Mandate – Accept Imperfection • Play • Engage the situation, trust yourself, and do what you’re afraid to do Stay and Play to win “Stay andPlay”
  36. 36. © 2011-2016 280 Group LLC. 36 Growth Sequence • Your passion and drive • Determining direction • Business and strategy • Influencing towards a goal Leading others • Understanding others • Developing systems • Holding others accountable • Influencing to accomplish tasks Managing others • Productivity • Skills • Attitude • Accountable Self Management Introduction ProductManagerGrowthpath
  37. 37. © 2011-2016 280 Group LLC. 37 PM Growth Path Next Steps • Supporting your career • Plan your next step
  38. 38. © 2011-2016 280 Group LLC. 38 Download Your Copy At: http://280.gr/challenges-pm What are your challenges? - Most comprehensive PM survey every conducted - 850 PM professionals - Compare your team and company to others
  39. 39. © 2011-2016 280 Group LLC. 39

×