One of the biggest challenges I’ve seen for teams with the modern SDLC is losing sight of the larger goals. Too early we flip a switch and turn into a feature factory focused on making a specific thing. Its like everyone outside the factory is hanging out in these cool open floor plan offices, but those who are making things are still being treated and trying to do it exactly the same way we make cars. This workshop walks through setting vision, defining metrics for success, roadmapping with those goals, and testing your way towards those outcomes.

1. GOAL-DRIVEN
DEVELOPMENT
A workshop for makers

2. Ben Newell
strategy | culture | agile | UX | product | leadership
photography | travel | vinyl | Mavs | interior design
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Ben is a product mgmt leader with
20 years experience in travel,
ecommerce, and influencer
marketing. With TripCase and
LIKEtoKNOW.it he has experience
launching and growing mobile
apps from babies to teenagers.
He cares a lot about HOW we make
things.

3. WHAT IS
GOAL-DRIVEN
DEVELOPMENT?
Your journey starts with
you the farthest from the
target and the path you
take is iterative, but
constantly getting closer,
like the hyperbolic
funnel.
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4. 1.
STRATEGY &
VISION
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5. ““Building a visionary
company requires one
percent vision and 99
percent alignment.”
—Jim Collins and Jerry
Porras, Built to Last
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6. START WITH
THE PRESS
RELEASE
The press release forces
you to distill your ideas
into something people
can quickly grab onto
and pushes “why?”.
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7. A NEW
VISION IS
FRAGLE
Inspire Me
Address My Doubts
Show it to Me
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8. YOUR GOALS PLACEMAT
Press Release
Startup Newbee
has revolutionized
travel by making
it truly social.
Friends and
families can now
ideate and
organize the joy of
traveling together.
Outcomes Tests
Roadmaps | 1 | 2 | 3 | 4 |
Team 1
Team 2

9. 2.
METRICS FOR
SUCCESS
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10. OUTCOMES
over
OUTPUTS
Define the outcomes that will have helped
you achieve the vision and set those as
your goals
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11. GOOD OUTCOME CRITERIA
Measurable
Without a measure
you don’t have a
goal, you just have a
wish, or a hope.
Time-Bound
Use time periods
that are shorter and
can be measured
immediately to
encourage
“scoreboarding”.
Brief
Watch out for
taglines that aren’t
descriptive enough.
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12. YOUR GOALS PLACEMAT
Press Release
Startup Newbee
has revolutionized
travel by making
it truly social.
Friends and
families can now
ideate and
organize the joy of
traveling together.
Outcomes
● Drive 50 new RU each day
● 25% of new customers add at least 4
friends within first session
● 60% of recommended trips receive
‘comments’ within 2 weeks
● 5% of full ideabooks convert to travel
Tests
Roadmaps | 1 | 2 | 3 | 4 |
Team 1
Team 2

13. 3.
ROADMAPPING
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14. THE
OUIJA
BOARD
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15. PHYSICAL
ROADMAPPING
Physical roadmaps
encourage:
▸ Transparency
▸ Fluidity
▸ Trade-Offs
▸ Conversation
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16. Problem or Outcome
Define outcomes you
want to achieve in
the near-term,
problems you want
to solve in the
long-term
AVOID FEATURE LISTS
Size them together
“Could we make
progress on that with
this much investment?”
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17. YOUR GOALS PLACEMAT
Press Release
Startup Newbee
has revolutionized
travel by making
it truly social.
Friends and
families can now
ideate and
organize the joy of
traveling together.
Outcomes
● Drive 50 new RU each day
● 25% of new customers add at least 4
friends within first session
● 60% of recommended trips receive
‘comments’ within 2 weeks
● 5% of full ideabooks convert to travel
Tests
Roadmaps | 1 | 2 | 3 | 4 |
Team 1
Team 2
Get new
Users
Add
Friends
Start Interacting
Build some trips that will convert
Add
Friends

18. 4.
PROVE IT!
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19. PROVE YOUR IDEAS WILL WORK
Research
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Interviews
Analytics
In-App
Feedback
A/B Testing
Smoke
Testing
Diary Study
Walk a Mile
Landing Page
Build It

20. YOUR GOALS PLACEMAT
Press Release
Startup Newbee
has revolutionized
travel by making
it truly social.
Friends and
families can now
ideate and
organize the joy of
traveling together.
Outcomes
● Drive 50 new RU each day
● 25% of new customers add at least 4
friends within first session
● 60% of recommended trips receive
‘comments’ within 2 weeks
● 5% of full ideabooks convert to travel
Tests
● Facebook advertising to a landing
page
● Use iOS share capabilities for
sharing
● Use Public events to create best
times to travel to certain places
● Enable users to comment on trips
via a simple message board
Roadmaps | 1 | 2 | 3 | 4 |
Team 1
Team 2
Get new
Users
Add
Friends
Start Interacting
Build some trips that will convert
Add
Friends

21. 5.
SHARE
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22. WHY SHARING IS KEY
Get Help
Not every problem
has to be solved by
the product &
engineering team
Visible Outputs
Eventually, someone
will want to see
outputs and this is
the way to do it.
Present!
Public speaking and
persuasion are
skills that every PM
should be focused
on.
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23. THANKS!
Any questions?
You can find me @bennewelldallas or
www.linkedin.com/in/bennewelldallas
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