How IT services companies who want to build non linear growth models need to make the necessary shifts internally to be able to innovate in product creation

1. SERVICES TO NON-LINEAR
GROWTH MODELS
PROJECT MANAGEMENT TO PRODUCT LEADERSHIP
Prof. Shah
Institute of Product Leadership
www.productleadership.in

2. www.productleadership.in
B-school for techies
Experiential | Relevant | Practitioners

3. Agenda
Understanding Careers
Project vs Product Mindset
5 Ways of transitioning into
a Product Leader
5 Steps to Productizing
Process
Q&A

4. SHIFT IN RISK APPETITE
o Longer ROI
Cycles
o Inadequate Role
Models
o Org Patience
o Investments in
Market
Insighting

5. SHIFT IN MINDSET
Client
Delight
Market
Delight

6. SHIFT IN SKILLSETS
Project
Mgmt
Product
Mgmt

7. India
Product Manager
#1 Don’t confuse Product
Management Role with Title
#2 Product Manager is
expected to have a
“healthy” balance of
a. Domain skills
b. Functional Skills
c. Leadership Skills
#3. Build a “demonstrable”
portfolio of competencies
before you interview

8. #1. Always Start with
Customer Context

9. Sometimes smart folks can miss it!

10. Poll
Why didn’t many others get the
point of Salt March?
[ ] Didn’t have a real pulse of the public
[ ] Didn’t really think Gandhi was serious
about it
[ ] There were already many unexecuted
“good” ideas

11. Develop Deeper Context
Customer
Buyer vs User
Market Problems
Value
Competitive
Alternatives?
Do more vs Do
Differently
Innovate
Business
How are we making
money?
Monetizing the Value
Delight

12. Case Study: Can we disrupt?

13. #2. Innovation through
Operations!
Which of the following are “inventive” companies?

14. Poll Multichoice
Which of the following
companies are “inventive”?
( ) Flipkart
( ) Dell
( ) IndiGo
( ) None of Above
( ) All of the Above

15. #3. Identify the “real”
market problems

16. Case Study

17. Poll Multichoice
Which of the following reasons made
the product a “killer” success?
( ) 30% energy savings since you can see through
(don’t have to open the door)
( ) Lighter Titanium Body with 10x durability
( ) New Features at Competitive Price
( ) Mobility with easy wheels
( ) Bottom Freezer for lighter load on cooling

18. Case Study

19. #4. User Experience
(“delight”)
is the new
differentiation!

20. Anything wrong?

21. Delight happens by
breaking mental
models

22. Case Study: Whats common with these?
• Hint: They are all Apple products

23. #5. More is NOT better

24. #1. Always Start with Customer Context
#2. Focus on Invention but don’t forget
Innovation!
#3. Identify the “real” market problems
#4. User Experience (“delight”)
is the new Innovation!
#5. More is NOT better
5 ways to transition into a
Product Leader!

25. Mastering the Productizing Process
• Customer
Value
Modeling
Understanding
Value
• Define
products
Creating
Value • Value
based
Pricing
Capturing
Value
• Positioning
Value Prop
Communicating
Value
• Value
Channels
Network
Delivering
Value
Productizing = Value Management
Project Managers need to evolve mindset and skillsets for
managing the Productizing Process!

26. Phases of “Productizing” : Interlock
Conceive Plan Develop Qualify Launch Deliver
Market
Analysis
Choosing
to Build
Strategic
Planning
Building
Profitably
Product
Planning
Building it
right
Go To
Market
Marketing
it right
Enabling
Selling,
Operationalizing
Understand
the Problem
Needs/
Wants
Feasibility
Competition
Business Plan
- P&L
Strategic
Roadmap
Market
Requirement
Product
Requirement
, Definitions,
Prioritizations
Change
Control
Project
Execution
Requirements
Testing
User
Acceptance
Feedback
control
Compelling
Value
Proposition
Messaging &
Comm.
Channels
Creating
Awareness &
Demand
Transition to
Operations
Sales &
Channel
Setup
Product
Mgr
BA
Product
Mgr
BA
BA,
Project Mgr
BA,
Project
Mgr, PM
Prod Mgr,
Prod Mktg
Mgr
BA, Proj Mgr
Prod Mgr, PMM
Understand
the Problem
Needs/
Wants
Feasibility
Competition
Business Plan
- P&L
Strategic
Roadmap
Market
Requirement
Product
Requirement
, Definitions,
Prioritizations
Change
Control
Project
Execution
Understand
the Problem
Needs/
Wants
Feasibility
Competition
Business Plan
- P&L
Strategic
Roadmap
Market
Requirement
Requirements
Testing
User
Acceptance
Feedback
control
Product
Requirement
, Definitions,
Prioritizations
Change
Control
Project
Execution
Understand
the Problem
Needs/
Wants
Feasibility
Competition
Business Plan
- P&L
Strategic
Roadmap
Market
Requirement
Compelling
Value
Proposition
Messaging &
Comm.
Channels
Creating
Awareness &
Demand
Requirements
Testing
User
Acceptance
Feedback
control
Product
Requirement,
Definitions,
Prioritizations
Change
Control
Project
Execution
Understand
the Problem
Needs/
Wants
Feasibility
Competition
Business Plan
- P&L
Strategic
Roadmap
Market
Requirement

28. Deliver Delight across Productizing Process

29. http://bitly.com/infosessionfeedback
Your feedback
www.productleadership.in
twitter: @prodleader
engage@productleadership.in
Bangalore | San Francisco | Pune

30. Ready to Productize?
www.productleadership.in
twitter: @prodleader | engage@productleadership.in
Bangalore | San Francisco | Pune