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Using Playbooks to Drive
Innovation
DeVaris Brown
Director of Product
• What is a playbook
• What are plays
• Why it’s important to develop a playbook for your org
• How to create your own playbook
What You’ll Learn Today
Stephen Covey
“Most leaders would agree that they’d be better off
having an average strategy with superb execution than a
superb strategy with poor execution”
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
2001
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
How Do You Build A New Product?
• Customer Segment
• Budget
• Timing
• Competitive Pressure
• Team Availability
• Etc...
It Depends...
Introducing Product Playbooks
“Scripting is planning; it’s
contingency planning.The
fewer decisions to be made
during the game, the better.
You don't want to live by
your instincts. It’s isolating
each situation that comes
up and establishing what
comes up.” - Bill Walsh
1. one or more plays in book form
2. a notebook containing diagrammed football plays
3. a stock of usual tactics or methods
What is a Playbook?
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
• Document how you build products in your organization
• Shared language reduces confusion
• Understand how to handle situations with tools and
processes that have worked well in the past
Why Use a Playbook?
• A play is an agreed upon set of actions the team takes
in a given situation
• Plays provide a framework
• Plays are not a step by step instruction manual
What is a Play?
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
How Do You Build A New Product?
• Customer Segment
• Budget
• Timing
• Competitive Pressure
• Team Availability
• Etc...
It Depends...
Using Playbooks to Drive Innovation - DeVaris Brown (Heroku)
Creating a Playbook
• What situations do you find yourself repeating the same
process?
• Kicking off a new feature/project
• Releasing feature to customers under a beta
• Handling customer feedback
• Measuring feature failure/success
• Deprecating a feature
Scenarios First
• Give it a descriptive name
• Detail the scenario on when to use
• Detail why you would use this play
• Account for edge cases
Creating Plays
Heroku Feature Delivery Playbook
• Instill a culture of leaving artifacts
• Make it highly visible and easily searchable
• When new scenarios occur encourage people to add
their own plays to the playbook
• Each org and team should have their own playbooks
• Measure effectiveness of the plays and adjust if
necessary
Playbook Best Practices
In Closing
• What is a playbook
• What are plays
• Why it’s important to develop a playbook for your org
• How to create your own playbook
What You Learned Today
Thank You

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  • 1. Using Playbooks to Drive Innovation DeVaris Brown Director of Product
  • 2. • What is a playbook • What are plays • Why it’s important to develop a playbook for your org • How to create your own playbook What You’ll Learn Today
  • 3. Stephen Covey “Most leaders would agree that they’d be better off having an average strategy with superb execution than a superb strategy with poor execution”
  • 14. How Do You Build A New Product?
  • 15. • Customer Segment • Budget • Timing • Competitive Pressure • Team Availability • Etc... It Depends...
  • 17. “Scripting is planning; it’s contingency planning.The fewer decisions to be made during the game, the better. You don't want to live by your instincts. It’s isolating each situation that comes up and establishing what comes up.” - Bill Walsh
  • 18. 1. one or more plays in book form 2. a notebook containing diagrammed football plays 3. a stock of usual tactics or methods What is a Playbook?
  • 20. • Document how you build products in your organization • Shared language reduces confusion • Understand how to handle situations with tools and processes that have worked well in the past Why Use a Playbook?
  • 21. • A play is an agreed upon set of actions the team takes in a given situation • Plays provide a framework • Plays are not a step by step instruction manual What is a Play?
  • 23. How Do You Build A New Product?
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  • 27. • What situations do you find yourself repeating the same process? • Kicking off a new feature/project • Releasing feature to customers under a beta • Handling customer feedback • Measuring feature failure/success • Deprecating a feature Scenarios First
  • 28. • Give it a descriptive name • Detail the scenario on when to use • Detail why you would use this play • Account for edge cases Creating Plays
  • 30. • Instill a culture of leaving artifacts • Make it highly visible and easily searchable • When new scenarios occur encourage people to add their own plays to the playbook • Each org and team should have their own playbooks • Measure effectiveness of the plays and adjust if necessary Playbook Best Practices
  • 32. • What is a playbook • What are plays • Why it’s important to develop a playbook for your org • How to create your own playbook What You Learned Today