7. Existing Challenges
With product briefs today
A Writing Framework
Inclusive to all stakeholders
A Prioritization Framework
To identify the right deliverables to work on
A Planning Framework
To prepare effective briefs every quarter
Reflections & Considerations
from our team
Hi.
8. Umm, what’s a product brief?
Product requirements document
Product Spec
Product opportunity review
Product Proposal
It depends .
9. Privileged & Confidential
Product Brief (noun):
the primary artefact actors can
use to identify a clear business
goal, the actors involved in
achieving that goal, and
deliverables to achieve that goal.
10. Existing
Challenges
Every product manager uses a different
format. That makes it hard to grasp the
TLDR each time.“
It often seems only relevant to the team
who is building the product. So I don’t
know why or how I am useful to it, or how
it is useful to me.
“
I’m not sure when I’m supposed to write
the brief. If you write before planning it
changes, when you write it after planning it
changes.
“
11. Our Approach
Content Control | Creator Marketplace | Spotify
the attempt to create a product brief for any audience
14. Creators can easily control their catalog on
Spotify, to reach as many fans across the
globe as possible.
Step 2
MAU
Growth
Creator
Livelihood
15. Actors that can
influence this goal
Artists
Labels
Spotify Licensing
S4A Team
artists
artist and label marketing
local governments
labels
spotify licensing team
creator engineering
new markets teams
growth opportunities team
spotify-4-artists team
...
Step 3
16. Impact these
actors can
make
Artists can…
Communicate with their fans in specific market(s)
Y
z
Labels can…
Ensure the artists catalog is available to stream globally
Y
z
Spotify Licensing can…
Sign global rights with our biggest content providers
Y
z
S4A Team can…
Provide artists with ways to communicate with their fans around
the world
Y
z
Step 4
17. Deliverables to
create that impact
Step 5
If the S4A team can provide artists with ways to
communicate with their fans around the world, then...
1. S4A can offer translation services on descriptions
and liner notes.
If artists can communicate with their fans in specific
market(s), then...
1. Artists can send notifications about a new release
to fans in a specific market.
18. Reach Number of customers impacted
Prioritization Framework.
Choosing the right deliverables to pursue and scope.
Impact on the customer, and the business
Cost of not choosing this solution
Effort required from the accountable actor
Social Responsibility
Eco Sustainability
S4A offers translation
services on descriptions
and liner notes.
19. Prioritizing with stakeholders.
Evaluating a few options with your stakeholders can help achieve buy in.
Reach Number of customers impacted
Impact on the customer, and the business
Cost of not choosing this solution
Effort required from the accountable actor
Via shared sessions, user research and interviews etc.
21. Impact and prioritized
deliverables look a lot
like objectives and key
results.
Brainstorming your deliverables with
your stakeholders early provides more
time and clarity on how to measure
success.
OKR Planning
x%
metric
y%
metric
S4A offers translation
services on descriptions
and liner notes.
z%
metric
22. The Planning Framework.
Our timeline for OKR planning, and required
briefs, for Q1 of 2020.
Impact
Mapping
Workshop
Prioritization and
Stakeholder
Review
Select OKRs
Learnings
and Revision
Monthly Rolling OKR
Check InQ1
Distribute
Product Brief
Prioritization and
Stakeholder
Review
Learnings
and Revision
Q4
Company Goals
(Re) Set
Update
Product
Brief
23. Every product manager uses a different
format. That makes it hard to grasp the
TLDR each time.“It often seems only relevant to the team
who is building the product. So I don’t
know why or how I am useful to it, or how
it is useful to me.
“
I’m not sure when I’m supposed to write
the brief. If you write before planning it
changes, when you write it after planning it
changes.
“ Planning Framework
Prioritization Framework
Writing Framework
24. The more disciplines you have involved, the better.
If you already have a solution mind, put it aside (for now).
Avoid any single point of failure.
Have a concrete feedback loop for learnings and revisions.
Once you try it, share it.
Reflections
and things
to Consider.
If you’re interested to connect with other Product Managers, aspiring PMs, or those within tech, join our Slack community of over 40,000 professionals. It’s a great place to network and to find interesting content. We host a weekly AMA through our Slack channel on Tuesdays from 11:15am - 12pm PST. We have also recently launched the Job Portal where you can find the latest Product Management opportunities! As members of the Product School community, we'd like to provide you with these resources at your disposal.
Product School’s Product Management Certificate Path comprises of 3 part-time courses for professionals with strong technical or business background who want to further explore Product Management at software-based companies.
During Product Management Training you will first learn Product Management fundamentals to understand the software product lifecycle and what it takes to successfully transition into a product management role.
You’ll then be trained to retrieve data, understand its value and make impactful decisions with SQL, data visualization and Tableau. Learn to understand your users to deliver exceptional UX/UI design and develop a robust digital marketing plan. During the Full Stack Product Management Training, you will deep dive into the technical knowledge to enhance your ability to work with agile teams.
Finally, Product Leadership Training will elevate your product knowledge to become an effective Product Leader. You'll do an in-depth analysis on how to implement best PM practices on a strategic level to significantly impact your company’s portfolio and revenue. Learn the soft skills to manage product teams and manage stakeholders to deliver performing products.
As well as individual courses we provide corporate training across the world! If you’d like to upskill your product team this is the best option for you. We have trained employees from multiple companies such as Deloitte, Salesforce, JP Morgan, Bank of America amongst many other companies across all industries.