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World-class product management
provided by Under10 Consultinghttp://www.under10consulting.com
http://www.flickr.com/photos/ftoms/756630464/
We’re losing clients and we don’t
know why.
We’re winning deals and we don’t
know why.
How should we measure
success?
What is product
management anyway?
http://www.flickr.com/photos/medevac71/5557687409/
48% of time spent in
unplanned activity
Companies can be agile too!
But with agile methods, we can now build the wrong product faster
than ever.
“ ”“ ”Development is about building the product right. Product
management is about building the right product.
Steve Johnson
Under10 Consulting
Working with other teams
Product management
Exec
How large should a product
management team be?
Sales
Mktg
Dev
product marketing manager
sales engineerbusiness analyst
or product owner
Who is hiding their
headcount in the
product management
budget?
Bill Campbell
Chairman, Intuit
“A guiding thing for me would be [to hire]
the best Product Marketing guy, somebody that
understands how to apply technology in
the market.”
AlwaysOn Summit at Stanford University, July 2009
Just enough process
RefineDesign & deliverDefine
Product
Promotion
Sales
Operations
Business
Market
Business
Market
Before: focus on product
RefineDesign & deliverDefine
Product
Promotion
Sales
Operations
Business
Market
Business
Market
RefineDesign & deliverDefine
Now: extend your view
Product
Promotion
Sales
Operations
Business
Market
Business
Market
Deciding what not to do is as important as deciding
what to do. That's true for companies, and it's true
for products.
5 fundamental principles
Do it right (once), so you don’t do it over
Look at everything from the buyer’s view
Create a few living documents
Re-use methods whenever possible
Do more of what’s working, and stop the rest
http://www.flickr.com/photos/30160115@N04/4326672445/
http://www.flickr.com/photos/thomashawk/2442371176/
People must know why they’re changing1 People must have
the skills, tools, and coaching to change2 People they respect
must support the change3
Create a world-class product organization Define effective
organizational structures
Assign roles and responsibilities
Audit existing process and artifacts
Most organizations need a small number of living documents—fewer than 10 Define your idea-to-
product and go-to-market processes
Steven Johnson
steve@under10consulting.com
http://www.under10consulting.com
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