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Building Product in Large Enterprise
Emily Tate
@thedailyem
Everything’s
Coming up Dilbert!
@thedailyem
New Profile
One
Payment
Partner
Agency
Commission
Use
Mapquest
Maps
Restrict
Corporate
Customers
2 Releases a
Year
Support IE6
Corporate
Policies
Don’t Make
Car Co’s
Mad
Drivers
from Limo
Partners?
Add to Air
Booking
PathAuto-send
receipts to
expense
Allow
Corporate
Branding
@thedailyem
@thedailyem
@thedailyem
@thedailyem
@thedailyem
How Did We Get Here?
@thedailyem
Complexity
@thedailyem
Complexity grows with a
company’s size
@thedailyem
vs
@thedailyem
Complexity grows with a
company’s experiences
@thedailyem
@thedailyem
@thedailyem
Complexity grows as a
company adapts
@thedailyem
“Software is
eating the world”
Marc Andreessen
@thedailyem
1. Walmart
2. Berkshire Hathaway
3. Apple
4. Exxon Mobil
5. McKesson
6. UnitedHealth
7. CVS Health
8. General Motors
9. AT&T
10. Ford Motors
@thedailyem
@thedailyem
Challenges Start At
The Top @thedailyem
Your Funding Model is
Broken
@thedailyem
Brainstorm a list of projects
Estimate project effort and timelines
Submit to Executive Committee
Wait
Find out what projects have been approved
Downsides of Traditional Funding
Leaves no room for discovery
Removes product autonomy
Success is measured in outputs -
“On time and on budget”
@thedailyem
Change Can Start From
Within @thedailyem
-1-
Advocate for Outcome-
Driven Prioritization
@thedailyem
https://roadmunk.com/blog/product-roadmaps-sales/
@thedailyem
[A feature-based roadmap]
does create a sense of certainty.
It does tell the rest of your team
what you are releasing and
when, allowing them to plan
their activities and set
expectations with customers.
But it does this based on a foundation of lies.
Teresa Torres
ProductTalk
@thedailyem
@thedailyem
20%
How much of my date-driven,
feature-based roadmap actually
got completed in a given year?
@thedailyem
Instead, Use:
Outcome-based goals
Theme-based roadmaps
Research backlogs
@thedailyem
-2-
Push to Remove
Customer Proxies
@thedailyem
Research is Good
@thedailyem
@thedailyem
@thedailyem
@thedailyem
@thedailyem
NOT Your
Users
Proxies view customer
needs through their own
bias
@thedailyem
Proxies lose the
nuance of real user
needs and behaviors
@thedailyem
@thedailyem
Your users want to talk
to you
@thedailyem
Just go talk to them
@thedailyem
-3-
Fight the
“Mysterious They”
@thedailyem
“I’d like to,
but They
won’t let me."
@thedailyem
Skeptical Cat Says
Who is
“THEY”?
@thedailyem
The Power of “They”
It deflects responsibility
It gives the appearance of thoughtful decisions
It is an easy conversation ender
@thedailyem
Push Back
@thedailyem
Getting past false
roadblocks will enable
real conversations and
collaboration
@thedailyem
Change is Hard.
@thedailyem
You can’t do it all at
once. @thedailyem
That’s okay.
@thedailyem
In large enterprises,
we have a unique
opportunity
@thedailyem
@thedailyem
Don’t Be Afraid Of
Leadership Roles@thedailyem
We can bring modern
practices into large
enterprises
@thedailyem
Emily Tate
@thedailyem
Thank You!

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