This presentation was given at devlink 2012-03-15. It is about product management in a lean and agile environment.

2. Know IT Technology Management
Product Management 2.0 – A Process of Learning
Pär Hammarström
Senior Mgmt Consultant
Know IT Technology Management
par.hammarstrom@knowit.se
072 202 62 77

3. Agenda
• Strategy and Funding
• Program Mgmt
• Requirements Mgmt
Technology Management

4. Product Development is Learning
Real World
Decision
Information
Feedback ?
Decision making rules
Disruptive
change
Mental Model
Technology Management

5. 4 Mental Models of Innovation
Business as usual Let’s fire all the managers
Continuous innovation as the bottom line
80/20
Technology Management
Based on: Gary Hamel ”What Matters Now”

6. Agility?
Technology Management

7. Product Manager
Regulations
Innovation
Customers
Technology Management

8. The Product Management Dilemma
Product Managers are assumed to be
omniscient and telepathic
Always present for the team
Always out in the field
Technology Management

9. Reality: Strategy by Laundry Lists
Technology Management

10. Reality: Wishful Thinking
Innovation
Technology Management

11. Product Mgmt 2.0
Technology Management

12. Waste Eats Value
Innovation
Interest to Technical Debt
Support
Technology Management

13. The Biggest Waste– Unused Features
64% of features are typically never used
Standish Group CHAOS report 2006
You have 64% of
your development
capacity available to
understand what
you really should
do!
Technology Management

14. Most Requirements are just Design done by Amateurs
“The worst scenario I can imagine is when we allow real
customers, users, and our own salespeople to dictate ‘functions
and features’ to the developers, carefully disguised as ‘customer
requirements’. Maybe conveyed by our product owners. If you
go slightly below the surface of these false ‘requirements’
(‘means’, not ‘ends’), you will immediately find that they are not
really requirements. They are really bad amateur design for the
‘real’ requirements….” - Tom Gilb

15. Waste Eats Value
Innovation
Promises to Customers
Regulations/Standards
Interest to Technical Debt
Support
Technology Management

16. Customer Insight Driven – Not Customer Driven
Abstract
Insight Ideas
Figure out the story
Ask why 5 times Describe the benefits
Tell a new story
Analysis Synthesis
Prototype and evolve a minimum
Observe how a job is done
desirable, viable and feasible product
Context Artifacts
Concrete

17. Entrepreneurial Product Leader
Behind every brilliant
product is a leader with:
- Great empathy for the
customer
- Insight into what is
technically possible
- The ability to see what
is essential and what is
incidential
“Innovation is saying ‘no’ to 1,000
things.”
- Steve Jobs
Technology Management

18. Think Products, Not Projects
Projects have an end – successfull software does not
- Up-front funding
- Scope fixed
- Success = cost, schedule, scope
Successfull Products don’t end – Team stays with the Product
- Incremental funding
- Scope evolves
- Success = profit/marketshare
Technology Management

19. Product Development Framework
Portfolio Backlog
Portfolio
Business Epics
Product Mgmt
Investment
Themes Architectural Runway
System Architects
Program Backlog
Release Train
Program
Release
Planning
Program Mgmt
Version Version ++
Backlog Backlog
Team A Team
Team
Team
Team B
Iterations Iterations
Technology Management Inspired by: Dean Leffingwell ”Scaling sw Agility”

20. Summary – Product Mgmt 2.0
• Strategy and Funding
– Disturbing Innovation => Continuous Innovation
– Economic Value (NPV) => Customer Value (e.g. Net
Promoter Score)
• Program Mgmt
– Capacity => Flow
• Requirements Mgmt
– Requirements => Design Thinking
Technology Management