Product Managers Need to Know Things No One Else Knows. How?
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Slides Jordan Bergtraum recently used in his discussion w/ mentees of The Product Mentor. Synopsis: Rock star product managers need to know things about their company & product no one else in the company knows. This requires some serious research and then leveraging this research into game-changing knowledge. This presentation will discuss why this is so important, how to performing the research, and analyzing the research. This positions any PM to be a hero! The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People. Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community. http://TheProductMentor.com
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Product Managers Need to Know Things No One Else Knows. How?
- 1. The Product Mentor Presents: PMs Need to Know Things No One Else Knows. How? Jordan Bergtraum Product Management Consultant
- 2. Who is Jordan Bergtraum?
- 3. Who is Jordan Bergtraum? 7 years leading Product Management teams
- 4. Who is Jordan Bergtraum? Education, Manufacturing, Pharma, Legal, and Facilities Management verticals
- 5. Who is Jordan Bergtraum? 10+ years of B2B SaaS experience
- 6. Who is Jordan Bergtraum? Twice introduced Product Management to an organization
- 7. Who is Jordan Bergtraum? In-bound market research and outbound product marketing
- 8. What to expect from this presentation?
- 9. What to expect from this presentation? What “knowing more” means
- 10. What to expect from this presentation? What “knowing more” means Why “knowing more” is important
- 11. What to expect from this presentation? What “knowing more” means Why “knowing more” is important How to “know more” than everyone
- 12. Do I need to know more than…
- 13. Do I need to know more than… …my boss?
- 14. Do I need to know more than… …my boss?
- 15. Do I need to know more than… …the Head of Client Success?
- 16. Do I need to know more than… …the Head of Client Success?
- 17. Do I need to know more than… …the Head of Sales?
- 18. Do I need to know more than… …the Head of Sales?
- 19. Do I need to know more than… …the CEO?
- 20. Do I need to know more than… …the CEO?
- 21. Do I need to know more than… …the CEO? You get the idea
- 22. What does “knowing more” mean?
- 23. What does “knowing more” mean? Knowing your market / product space better than anyone
- 24. What does “knowing more” mean? Greater depth
- 25. What does “knowing more” mean? Greater breadth
- 26. What does “knowing more” mean? Know your customers & prospects better
- 27. What does “knowing more” mean? Having more data
- 28. What does “knowing more” mean? Understanding what the competition is up to
- 29. What does “knowing more” mean? A greater aggregate knowledge
- 30. Why is “knowing more” important?
- 31. Why is “knowing more” important? Build the “right” product. It’s Hard.
- 32. Why is “knowing more” important? Defend the “right” product. Even Harder.
- 33. Why is “knowing more” important? The product needs to be “Right”. You do not.
- 34. Why is “knowing more” important? “Wrong” = a great idea at the wrong time
- 35. Why is “knowing more” important? “Right” = the great idea most valuable to the company
- 36. Why is “knowing more” important? “Knowing more” instills confidence
- 37. Why is “knowing more” important? “Knowing more” = defend the “right” product
- 38. Why will I need to defend my roadmap?
- 39. Why will I need to defend my roadmap? You will be challenged by… …Sales. Client Success. The CEO.
- 40. Why will I need to defend my roadmap? They have their needs… …and biases
- 41. Why will I need to defend my roadmap? Sales, Client Success, and the C-level will have different ideas of “right”
- 42. Why will I need to defend my roadmap? Defend what you know is “right” for the business
- 43. Why will I need to defend my roadmap? Defend with facts & data. Not opinions.
- 44. What’s wrong with opinions? I value my opinion!
- 45. What’s wrong with opinions? I value my opinion! Opinions have little value… …and hence are always challenged
- 46. What’s wrong with opinions? I value my opinion! Title trumps opinions
- 47. What’s wrong with opinions? I value my opinion! Breadth, depth & data trump ALL
- 48. What’s wrong with opinions? I value my opinion! A roadmap based on breadth, depth & data is easy to defend
- 49. What’s wrong with opinions? I value my opinion! This allows you to stick to the “right” product
- 50. What’s wrong with opinions? I value my opinion! Building the “right” product makes you a “Rock Star”
- 51. What’s wrong with opinions? I value my opinion! Building the “right” product makes you a “Rock Star” “Rock Stars” get acknowledged
- 52. What’s wrong with opinions? I value my opinion! Building the “right” product makes you a “Rock Star” “Rock Stars” get acknowledged “Rock Stars” get promoted
- 53. Can I “know more” leveraging internal knowledge?
- 54. Can I “know more” leveraging internal knowledge? Not really
- 55. Can I “know more” leveraging internal knowledge? Internal knowledge is what your company already knows
- 56. Can I “know more” leveraging internal knowledge? It’s possible to know more by aggregating
- 57. Can I “know more” leveraging internal knowledge? But that’s not as valuable as knowing things no one internally knows
- 58. Can I “know more” leveraging internal knowledge? PMs are researchers… not order takers
- 59. Can I “know more” leveraging internal knowledge? PMs are researchers… not order takers Order takers are a dime-a-dozen
- 60. Can I “know more” leveraging internal knowledge? PMs are researchers… not order takers Order takers are a dime-a-dozen Order takers don’t often get recognized
- 61. How do I “know more”?
- 62. How do I “know more”? Research
- 63. How do I “know more”? Research your market / customer / users More often More depth More variety
- 64. How do I “know more”? Advisory Boards Know the ideas of your thought leaders Collect data on priorities
- 65. How do I “know more”? Know your prospects Attend sales engagements
- 66. How do I “know more”? Know your prospects Win/Loss analysis
- 67. How do I “know more”? Know your prospects Talk to more prospects
- 68. How do I “know more”? Know your prospects Go deeper
- 69. How do I “know more”? Research Competition
- 70. How do I “know more”? Conferences
- 71. How do I “know more”? Aggregate all this info Have the most holistic view
- 72. The Summary
- 73. The Summary Opinions have little value
- 74. The Summary Breadth, depth & data trump all
- 75. The Summary Breadth, depth & data allow you to create the “right” roadmap
- 76. The Summary Breadth, depth & data allow you to defend the “right” roadmap
- 77. The Summary The “right” roadmap = the “right” product
- 78. The Summary The “right” product makes you a HERO!