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Product Management Axioms Rules to Follow for Product Management Success Saeed Khan Twitter: @saeedwkhan, @onpm http://www.onproductmanagement.net
Every Activity is part of a Sale Axiom # 1
Product Management is cross-functional It is a matrixed role Product Managers must influence those around them to achieve desired results What do people say?
How can you INFLUENCE others to help you achieve your goals?
Gain people’s trust
Understand their needs and objectives
Know why they will block you
Know their influencers and allies
Know what is competing for their time
Convince them you can help them
Gain people’s trust Understand their needs and objectives Know why they will block you Know their influencers and allies Know what is competing for their time Convince them you can help them Sounds like a sales process to me
Nail it, then Scale it Axiom # 2
Provide value to one group or segment of customers, achieve your goals (revenue, profit, etc.) THEN expand, expand, expand
Two short case studies 1. Webvan 2. Craigslist
Webvan – How not to run a business
Webvan – started in SF Bay Area
Webvan – started in SF Bay Area First location was not profitable
Webvan – expanded to many cities
Webvan – expanded to many cities New locations were also unprofitable
Webvan – How not to run a business Founded in 1999  Within 18 months spent $1,000,000,000 ($1 Billion) on warehouses, trucks etc. Rapidly expanded into multiple US cities Raised almost $500,000,000 by going public and bought out one of its largest rivals, HomeGrocer.  By 2001, declared bankruptcy, firing 2,000 employees in the process.
Craigslist – started small & simple (1999)
Evolved slowly (May 2000)
Scaled once patterns were clear (July 2000)
Continued Scaling (Dec 2000)
Today – 100’s of Cities – Same Interface
Craigslist today – Top 10 in US-Top 50 WW
Change is a process, not an event Axiom # 3
You are an agent…
…of change!
Change is never easy…
Nor does it happen overnight…
The Change Cycle – truly a process Point of initial awareness Peak of Elation and Relief  Slope of Understanding Plateau of Acceptance  Trough of Anxiety and Confusion See http://wp.me/pXBON-1D3 for more info
Think horizontally, act vertically Axiom # 4
A view of Product Management
Another view of Product Management
Product Management looks across silos…
But works with each individually to foster change
Every Activity is part of a Sale Nail it, then Scale it Change is a process, not an event Think horizontally, act vertically Product Management Axioms
Get your favourite Axiom on a Mug! http://www.zazzle.com/onpm44
Rules to Follow for Product Management Success Saeed Khan Twitter: @saeedwkhan, @onpm http://www.onproductmanagement.net Product Management Axioms

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