The document discusses the product management lifecycle which includes phases like innovation, analysis, development, go-to-market, and end-of-life. It provides questions product managers should consider in each phase to ensure they are gathering customer insights, validating ideas, building iteratively, and continuously improving the product. Personas like the producer, stabilizer, innovator, and unifier are described which represent different styles product managers may have in balancing structure and pace, as well as a focus on parts or the whole system.

1. Product Management
Approaches, Personas & Influences

2. Product Management Lifecycle - 1
2
LEARN
Observe the Symptoms.
Listen. Look. Ask. Learn
EXPLORE
Define the problem
VALIDATE
ideas, assumptions
with prototypes &
solution options
EXECUTE
Build Iteratively &
Incrementally
REFINE
Build Feedback loops.
Improve by delivering
frequently
L
E
V
E
R

3. Product Management Lifecycle - 2
3
End of LifeField LIfeGo-to-marketDevelopmentAnalysisInnovation
Investigation
?
Start
Development?
Build More? Ready to
Launch?
Develop next
version?
Generate &
collate ideas
Prioritize
Validate market
need
Justify
Investment
Develop
Requirements
Design &
Develop
Solution
Demonstrate
Capability
Validate market
fit
Finalize &
Prepare for
launch
Sell
Evaluate
adoption, usage
& fix issues
L
a
u
n
c
h
Innovation
• Do you have enough
customer insight?
• Do you have insight into
disruptive tech and
business models?
• Do you collate, evaluate &
prioritize ideas?
Analysis
• Are reps from tech,
finance, operations, and
user experience involved?
• Is there a clear decision
making on process on buy,
build or partner?
• Do we engage customers
in reviewing ideas?
Development
• Is Product Mgmt involved
in trade off’s on scope,
budget & time?
• Are engineering processes
working efficiently &
effectively?
• Is the role of Product
Mgmt clear and agreed
upon with Engineering?
Go-To-Market
• Is Product Mgmt involved in the
decision to launch?
• Are the mktg programs, tools &
processes in place to enable
customers to buy, setup, use, pay
and get support?
• Are short-term, post-launch
objectives established?
In LIfe
• Is Product Mgmt work balanced
between strategic & tactical?
• Are engineering processes
working efficiently & effectively?
• Is Product Mgmt give sufficient
influence over activities that
impact commercial success of
the product?
• Are market insights used to feed
decisions on future versions?
End-of-Life
• Do you regularly assess is
EOL is the best option?
• Have you thought of how
to engage valuable
customers to stay?
• Is there a standard plan for
EOL that includes relevant
process & stakeholder
management?

4. Product Management Lifecycle - 2
Innovation/
New Idea
Evaluation
New Product
Development
Introduction

5. Product Management & Life Cycle in a
company scaling up

6. What kind of persona are you?

7. Styles
Producer
• What to do now?
• High Drive, Energy
• Fast pace, short term view
• Shape the environment
• Structured approach
• “get it done quickly”
Stabilizer
• How to do things?
• Slower pace, short term view
• Respond to the environment
• Highly organized, analytical
• High attention to detail
• Process oriented,
Innovator
• Why not?
• Focused on Whole System
• Fast pace, long term view
• Un-Structured approach
• Drives change
• New ideas, ways
• Dynamic, creative
• Big picture person
Unifier
• Who is involved?
• Focused on Whole System
• Long term view
• Un-Structured approach
• In-tune with people
• Likeable, warm

8. Styles & Forces
Unstructured
Approach
Structured
Approach
Short View
Long View
Slower Pace Faster Pace
Process Oriented Results Oriented
Parts
ShapeRespond
Whole
How to do things?
Why not this? Or
that?
Who needs to be
involved?
What to do now?
✓ Organizers
✓ Quality
Control
✓ Rapport
Builder
✓ “We” Focused
✓ Hard Worker
✓ Fighter
✓ Creative
✓ Cutting Edge

9. An Approach