Product Management for Business Analysts

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Kevin BrennanChief Business Architect

Aligned Outcomes Corporationkevin.brennan@alignedoutcomes.com

IIBA Edmonton Chapter

March 25, 2021

Product Management for Business Analysts

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Business Analysts, Product Managers, and Product Owners”Product” can mean:1. Anything that can be offered to a

customer for attention, acquisition, use, or consumption that might satisfy a need.

2. A thing that is the result of an action or process.

• Product Management uses the first meaning, Product Ownership the second.

• A Product Manager is a role in the business, a Product Owner is a role on a Scrum Team.

Product Owner

Business Analyst

Product Manager

Outward FocusInward FocusTeam Focus

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What Do Product Managers Do?

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Understand the CustomerIf there’s one thing a product manager must be able to do, it’s to see the world (and their product) from the perspective of their customers.

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The Sammy Value ModelA Person is any stakeholder who uses or interacts with something we’re concerned about (a “thing”).A Thing can be a solution, product, service, process, application or system.The Context represents any circumstances that are relevant to the interaction.Value is subjective and exists for a particular person under specific circumstances.A “need” is a gap between perceived and desired value. “Change” can affect people, things, or the context.

Model ©2020 Julian Sammy, licensed under CC-BY 4.0

Person Thing

Value

Context

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“ JOB TO BE DONE:THE PROGRESS A CUSTOMER IS TRYING TO MAKE IN A PARTICULAR CIRCUMSTANCE.”CLAYTON M. CHRISTENSEN, TADDY HALL, KAREN DILLON, AND DAVID S. DUNCAN, COMPETING AGAINST LUCK

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Applying JTBDA “job” is a change that the customer (or user) is trying to make in their current situation. It represents movement towards a solution. Your product should help them do that better than alternatives.We can only define jobs in a specific context. Context clarifies the needfrom the general to the specific and determines the nature of the change.The value of any solution depends on its functional, social, and emotional dimensions.

Jobs aren’t tasks, they’re experiences.

Context is more important than customer characteristics.

Good solutions address needs that previously had poor or no solution.

Jobs-to-be-done have functional, social, and emotional dimensions.

Remove obstacles that prevent the customer from making the change they want to see.

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Value Proposition Canvas

Gains

Pains

Gain Creators

Pain Relievers

Customer Jobs

http://businessmodelgeneration.com

Products & Services

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Acting Across HorizonsProduct Management takes place simultaneously across multiple horizons: strategic, tactical and operational.

Today’s discussion will focus on the most important piece: understanding the value proposition.

If you don’t know what your value proposition is, success at anything else will be blind luck.

Strategic Horizon

Tactical Horizon

Operational Horizon

• Value Proposition• Market Positioning

• Roadmaps and Plans• Customer Experience• Competitive Analysis

• Product Development• Value Stream

Management• Data and Feedback

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“ A GOOD PRODUCT MANAGER IS THE CEO OF THE PRODUCT. A GOOD PRODUCT MANAGER TAKES FULL RESPONSIBILITY AND MEASURES THEMSELVES IN TERMS OF THE SUCCESS OF THE PRODUCT.”BEN HOROWITZ, “GOOD PRODUCT MANAGER/BAD PRODUCT MANAGER”

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KEVIN BRENNAN

Kevin Brennan is a business architecture and product management consultant. He was formerly the EVP, Product Management and Development at IIBA Global where he led the creation and development of the Guide to the Business Analysis Body of Knowledge (BABOK® Guide) and IIBA’s other professional development programs. At Aligned Outcomes, Kevin is building the Business Architecture team and guiding the formal development of AO’s Team Enabled Transformation (TEnT) methodology and training programs.

Email: kevin.brennan@alignedoutcomes.com

Twitter: @bakevin

CHIEF BUSINESS ARCHITECTCBAP, PMP, PSPO I, PSM II