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Product Management: 
Good, Better, Best 
Rich Mironov 
25 October 2014 
1 
P C a m p S E A 2 5 O c t 2 5 
© 
Rich 
Mironov, 
2014
ABOUT RICH MIRONOV 
• Veteran product manager/executive 
• 6 startups, including as CEO 
• “The Art of Product Management” 
• First Product Camp, first product tracks 
at Agile conference 
P C a m p S E A 2 5 O c t 2 5
WHAT DOES A PRODUCT MANAGER DO? 
market information, priorities, 
requirements, roadmaps, epics, 
user stories, backlogs, 
personas, MRDs… 
Marketing 
& Sales 
Development Customers 
product 
bits 
strategy, forecasts, 
commitments, roadmaps, 
competitive intelligence 
budgets, staff, 
targets 
Field input, 
Market feedback 
Markets & 
Segmentation, messages, 
benefits/features, pricing, 
qualification, demos… 
Executives 
Product 
Management 
P C a m p S E A 2 5 O c t 2 5 3
HARD TO QUANTIFY PRODUCT 
MANAGEMENT EXCELLENCE 
• Focus on deliverables 
and processes 
• Engineering and 
Marketing see 
promptness, not 
quality 
• But great product management >> deliverables 
• We earn our pay by making hard decisions 
P C a m p S E A 2 5 O c t 2 5
REQUIRED SPORTS ANALOGY: 
[1] LEARN THE BASICS
[2] TECHNICAL MASTERY 
P C a m p S E A 2 5 O c t 2 5
[3] BRILLIANCE >> TECHNIQUE
GOOD, BETTER, GREAT 
PRODUCT MANAGEMENT 
• “Minimally viable product manager” 
• Learn the tools, keep the product process flowing 
• Technical mastery 
• Best practices, efficient processes, successful products 
• Strategic brilliance 
• Creative solutions, competitive advantage, 
seeing around corners 
P C a m p S E A 2 5 O c t 2 5
FOUR ASPECTS 
1. Market insight 
2. Agile 
3. Pricing 
4. Organizational thinking 
P C a m p S E A 2 5 O c t 2 5
MINIMALLY VIABLE MARKET INSIGHT 
“Daddy said that 
customers will 
want this.” 
P C a m p S E A 2 5 O c t 2 5
TECHNICAL MASTERY: KNOWN 
MARKETS, UNDERSTOOD NEEDS 
P C a m p S E A 2 5 O c t 2 5
DEEPLY CHANNELING 
CUSTOMER NEEDS 
P C a m p S E A 2 5 O c t 2 5
MINIMALLY VIABLE 
AGILE PRODUCT OWNERSHIP 
• Choose a model 
• Play your part 
• Make some music 
P C a m p S E A 2 5 O c t 2 5
TECHNICAL MASTERY OF 
AGILE PRODUCT OWNERSHIP 
• Teamwork 
• Right-sized 
stories 
• Groomed 
backlog 
• Harmony 
• Assigned 
roles
TRANSCENDING TEXTBOOK PROCESSES 
• Whole team contributes to market insights 
• “Customer problems we are solving” instead of 
“what customers asked for” 
P C a m p S E A 2 5 O c t 2 5
MINIMALLY VIABLE PRICING 
We have a price 
• Matches competition 
• Doesn’t delay launch 
B2B: 
$20 
per 
month 
per 
user 
P C a m p S E A 2 5 O c t 2 5
TECHNICAL MASTERY OF PRICING 
Apply well-known 
models 
correctly 
Basic 
Expanded 
Advanced 
Core 
feature 
#1 
√ 
√ 
√ 
Core 
feature 
#2 
√ 
√ 
√ 
Core 
feature 
#3 
√ 
√ 
√ 
Baseline 
support 
(5*8, 
email) 
√ 
√ 
√ 
Baseline 
capacity 
√ 
√ 
√ 
Monthly 
newsleFer 
√ 
√ 
√ 
Major 
upgrade 
feature 
√ 
√ 
Cool 
feature 
√ 
√ 
Extra 
capacity 
√ 
√ 
Expanded 
service 
hours 
(6*12) 
√ 
√ 
Professional 
feature 
√ 
Tons 
of 
capacity 
√ 
Concierge 
service 
(24*7, 
phone) 
√ 
Golf 
with 
sales 
rep 
√ 
CEO 
welcome 
leFer 
√
STRATEGIC MARKETPLACE 
DISRUPTION THROUGH PRICING 
New pricing model changes basis of competition
MINIMALLY VIABLE 
ORGANIZATIONAL SKILLS 
• Plays well with others 
• Sales is willing to invite 
to customer meetings 
P C a m p S E A 2 5 O c t 2 5
TECHNICAL MASTERY OF 
ORGANIZATIONAL MODELS 
• Knows what motivates 
stakeholders and team 
• Smoothly leads without 
authority 
• Understands org charts and 
organizational structures 
P C a m p S E A 2 5 O c t 2 5
STRATEGIC INSIGHT INTO 
PEOPLE AND ORGANIZATIONS 
• Sorts roles from personalities, 
anticipates behaviors 
• Coaches across all levels 
and functions 
• Given our executive team, 
how should we be structured? 
P C a m p S E A 2 5 O c t 2 5
SO A GREAT PRODUCT MANAGER… 
Deeply understands customer needs… 
Can quantify the value of solutions… 
Partners to get great product built… 
Gently manages the organization… 
Helps customers discover/appreciate/buy 
P C a m p S E A 2 5 O c t 2 5
WELCOME TO 
PRODUCT CAMP 
SEATTLE! 
Rich Mironov 
San Francisco, CA 94102 
Rich@Mironov.com 
RichMironov 
@RichMironov 
P C a m p S E A 2 5 O c t 2 5

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Good, Better Bet Product Management (Seattle Product Camp keynote)

  • 1. Product Management: Good, Better, Best Rich Mironov 25 October 2014 1 P C a m p S E A 2 5 O c t 2 5 © Rich Mironov, 2014
  • 2. ABOUT RICH MIRONOV • Veteran product manager/executive • 6 startups, including as CEO • “The Art of Product Management” • First Product Camp, first product tracks at Agile conference P C a m p S E A 2 5 O c t 2 5
  • 3. WHAT DOES A PRODUCT MANAGER DO? market information, priorities, requirements, roadmaps, epics, user stories, backlogs, personas, MRDs… Marketing & Sales Development Customers product bits strategy, forecasts, commitments, roadmaps, competitive intelligence budgets, staff, targets Field input, Market feedback Markets & Segmentation, messages, benefits/features, pricing, qualification, demos… Executives Product Management P C a m p S E A 2 5 O c t 2 5 3
  • 4. HARD TO QUANTIFY PRODUCT MANAGEMENT EXCELLENCE • Focus on deliverables and processes • Engineering and Marketing see promptness, not quality • But great product management >> deliverables • We earn our pay by making hard decisions P C a m p S E A 2 5 O c t 2 5
  • 5. REQUIRED SPORTS ANALOGY: [1] LEARN THE BASICS
  • 6. [2] TECHNICAL MASTERY P C a m p S E A 2 5 O c t 2 5
  • 7. [3] BRILLIANCE >> TECHNIQUE
  • 8. GOOD, BETTER, GREAT PRODUCT MANAGEMENT • “Minimally viable product manager” • Learn the tools, keep the product process flowing • Technical mastery • Best practices, efficient processes, successful products • Strategic brilliance • Creative solutions, competitive advantage, seeing around corners P C a m p S E A 2 5 O c t 2 5
  • 9. FOUR ASPECTS 1. Market insight 2. Agile 3. Pricing 4. Organizational thinking P C a m p S E A 2 5 O c t 2 5
  • 10. MINIMALLY VIABLE MARKET INSIGHT “Daddy said that customers will want this.” P C a m p S E A 2 5 O c t 2 5
  • 11. TECHNICAL MASTERY: KNOWN MARKETS, UNDERSTOOD NEEDS P C a m p S E A 2 5 O c t 2 5
  • 12. DEEPLY CHANNELING CUSTOMER NEEDS P C a m p S E A 2 5 O c t 2 5
  • 13. MINIMALLY VIABLE AGILE PRODUCT OWNERSHIP • Choose a model • Play your part • Make some music P C a m p S E A 2 5 O c t 2 5
  • 14. TECHNICAL MASTERY OF AGILE PRODUCT OWNERSHIP • Teamwork • Right-sized stories • Groomed backlog • Harmony • Assigned roles
  • 15. TRANSCENDING TEXTBOOK PROCESSES • Whole team contributes to market insights • “Customer problems we are solving” instead of “what customers asked for” P C a m p S E A 2 5 O c t 2 5
  • 16. MINIMALLY VIABLE PRICING We have a price • Matches competition • Doesn’t delay launch B2B: $20 per month per user P C a m p S E A 2 5 O c t 2 5
  • 17. TECHNICAL MASTERY OF PRICING Apply well-known models correctly Basic Expanded Advanced Core feature #1 √ √ √ Core feature #2 √ √ √ Core feature #3 √ √ √ Baseline support (5*8, email) √ √ √ Baseline capacity √ √ √ Monthly newsleFer √ √ √ Major upgrade feature √ √ Cool feature √ √ Extra capacity √ √ Expanded service hours (6*12) √ √ Professional feature √ Tons of capacity √ Concierge service (24*7, phone) √ Golf with sales rep √ CEO welcome leFer √
  • 18. STRATEGIC MARKETPLACE DISRUPTION THROUGH PRICING New pricing model changes basis of competition
  • 19. MINIMALLY VIABLE ORGANIZATIONAL SKILLS • Plays well with others • Sales is willing to invite to customer meetings P C a m p S E A 2 5 O c t 2 5
  • 20. TECHNICAL MASTERY OF ORGANIZATIONAL MODELS • Knows what motivates stakeholders and team • Smoothly leads without authority • Understands org charts and organizational structures P C a m p S E A 2 5 O c t 2 5
  • 21. STRATEGIC INSIGHT INTO PEOPLE AND ORGANIZATIONS • Sorts roles from personalities, anticipates behaviors • Coaches across all levels and functions • Given our executive team, how should we be structured? P C a m p S E A 2 5 O c t 2 5
  • 22. SO A GREAT PRODUCT MANAGER… Deeply understands customer needs… Can quantify the value of solutions… Partners to get great product built… Gently manages the organization… Helps customers discover/appreciate/buy P C a m p S E A 2 5 O c t 2 5
  • 23. WELCOME TO PRODUCT CAMP SEATTLE! Rich Mironov San Francisco, CA 94102 Rich@Mironov.com RichMironov @RichMironov P C a m p S E A 2 5 O c t 2 5