When it comes to Product Management, not even the most complete set of tools and frameworks is enough to tell you what to build. You can still follow the rules and fail. Product Management is much more creativity and art than science.

2. PM
WTF?
Aha!
WTF??
?????
?

3. Aha!
User story
mapping
Jobs to be
done
Customer
interview
Usability
test
Cohort
analysis
A/B
test
Competitor
analysis
Feature
matrixConcierge
Beta test
PO vs PM
Expectation
rate
Subject Matter
Expert
Business
Analysis
User Voice
Product
Hunt
NPS
AnalyticsFunnels
Focus
groups

5. “Look at how Spotify is doing!
Google
Apple
Elon

7. We didn’t do anything wrong,
but somehow, we lost.
(Tales of Product Discovery)
Raphael Farinazzo

8. 1 on 1 Customer Interviews

9. First things first
 Customers want faster horses
 “I would use it” = a big lie
 Personas are for storytelling

10. Case
“Help customers post more
(and better) on Social Media”

11. 30+ customer interviews
 “I don’t know what to post”
 “I don’t have time” <- customer gets lost and gives up
 “I keep forgetting”
 “Please tell me what to do”

13. Engagement
Engagement Linear (Engagement)
Old habits
die hard

14. If you are going to interview...
 Ask for real stories
 Dig deeper into one single story
 Understand the current habits...
 ...and the cost of change.
 If you can anticipate an answer, you might be asking the wrong
question.

15. Subject Matter Expert

16. First things first
 They are not product experts
 They will want to tell you what to do
 Don’t say yes
 Don’t say no

17. Case
“Help customers
to buy media”

18. Facebook Ads Expert
 Presented 2 talks to our team
 2+ hours/week of consulting
 Prototype validation

20. Weekly Active Users
WAU Linear (WAU)

21. If you are talking to SME...
 Use them to learn about their specialty.
 Turn them into real advocates.
 But don’t forget it’s your responsibility to ship a great product.

22. Quantitative analysis

23. First things first
 “If you torture the data long enough, it will confess.” (Ronald Coase)
 Statistics is way harder than it looks
 External events may contaminate your sample
 A correlation is not a cause

24. Case
“Feature A”

25. Churn rate
Uses Feature A Doesn't use feature A

26. Let’s “growth hack”
Feature A usage!

27. Churn rate
Uses Feature A Uses Feature A (after growth hacking) Doesn't use feature A

28. If you are using data...
 Ask questions before the first database query
 Be very, very careful when exploring wildly
 Never trust only on data

29. Competitor analysis

30. First things first
 Don’t do feature comparison
 Please don’t do feature comparison
 Have I asked you not to do...?

31. Case
“Let’s increase adoption of
our Social Media feature”

32. Figuring out what to do:
 It will help customers to succeed
 Competitors don’t have it
 It’s easy for us and hard for them to have it

34. If you are doing competitor analysis...
 Make sure you are losing sales / customers because of that
 Find out what does the competitor product do
 Figure out how to make your competitor obsolete
 (...or just copy it and move on!)

35. What now?

36. It’s comforting to
 ...use the same tools everyone else uses.
 ...use the same processes that innovative companies uses.
 ...have an established framework to use.

37. but no one will tell you
what to do

40. Know your tools
Use them properly
And SHIP IT

41. RAPHAEL FARINAZZO
/rfarinazzo
medium.com/@rfarinazz
raphael@farinazzo.com.br