Main takeaways: - What is the JOB that your product is hired for? Why does it matter? - How Product Managers personally benefit from structured communication of customer needs - Real market example of what we discovered while using these approaches

1. www.productschool.com
What Forces Drive Towards Product
Innovation by Realeyes PM

2. Join 35,000+Product
Managers on
Free Resources
Discover great job
opportunities
Job Portal
prdct.school/PSJobPortalprdct.school/events-slack

3. C O U R S E S
Product
Management
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a Product Manager job

4. C O U R S E S
Coding
for Managers
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technical knowledge to lead
software engineers

5. C O U R S E S
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analytics, SQL and machine learning
concepts

6. C O U R S E S
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7. C O U R S E S
UX Design
for Managers
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users and deliver an exceptional end-to-
end experience

8. C O U R S E S
For experienced Product Managers
looking to gain strategic skills needed
for top leadership roles
Product
Leadership

9. C O U R S E S
Corporate
Training
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Management skills

10. Gabor Mayer
T O N I G H T ’ S S P E A K E R

11. What is innovation?
Complex
problems
Customer
problems
Create
something new
Satisfy a large
unmet need
Fund future
invention
Build sustainable
business
Create a patent Create wealth
Inventor Innovator
Pursuit
Solve
Goals
Result

12. What is your product hired for?
Look for the Job To Be Done!
How do I know where to innovate?

13. Jobs to be done
What kind of jobs are there?
- Functional
- Emotional / Social
- Emotional / Personal

14. The 4 forces progress:
Source: Alan Klement https://jtbd.info/the-forces-of-progress-
4408bf995153

15. 4 forces interview in
practice

16. Sales funnel 4 forces analysis
What top three problems are customers seeking a solution for?
- “Better understand in market performance”
- “Exact actions points (no lifting required their end)”

17. Sales funnel 4 forces analysis
What are the top 3 reasons of last minute change of mind?
- “Not convinced this solution is right for us”
- “We realized that the need was never really there”

18. “There is nothing more an engineer hates -
let alone any person - than to work on
something that doesn’t “make sense”
(“making sense” typically translates to
financial success). “
PMs’ benefits - short term
Source: Peter Krmpotic (Director of Product, Saleforce)

19. Fall in love with a problem and solve it!
Source: https://www.mindtheproduct.com/2019/01/whats-the-secret-to-becoming-a-great-product-manager/
PMs’ benefits - long term

20. Gabor Mayer
Product Manager
/in/mayergabor/
Ronny Reader, CFO Abby Author, CTO Berry Books, CPO
Think creatively by combining new
or existing ideas in a new way.
Understand the forces that drive
customers’ decisions.
Remember to fall in love with
the problem (the customer job).
What Forces Drive Towards Product Innovation

21. www.productschool.com
Part-time Product Management, Coding, Data Analytics, Digital
Marketing, UX Design, Product Leadership courses and
Corporate Training