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How IT services companies who want to build non linear growth models need to make the necessary shifts internally to be able to innovate in product creation
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SERVICES TO NON-LINEAR GROWTH MODELSPROJECT MANAGEMENT TO PRODUCT LEADERSHIP
Prof. ShahInstitute of Product Leadershipwww.productleadership.in
www.productleadership.in
B-school for techies
Experiential | Relevant | Practitioners
AgendaUnderstanding CareersProject vs Product Mindset5 Ways of transitioning into a Product Leader5 Steps to Productizing ProcessQ&A
SHIFT IN RISK APPETITE
o Longer ROI Cycles
o Inadequate Role Models
o Org Patienceo Investments
in Market Insighting
SHIFT IN MINDSET
Client Delight
Market Delight
SHIFT IN SKILLSETS
Project Mgmt
Product Mgmt
India Product Manager#1 Don’t confuse
Product Management Role with Title
#2 Product Manager is expected to have a “healthy” balance ofa. Domain skillsb.Functional Skillsc.Leadership Skills
#3. Build a “demonstrable” portfolio of competencies before you interview
#1. Always Start with Customer
Context
Sometimes smart folks can miss it!
PollWhy didn’t many others get the point of Salt March?
[ ] Didn’t have a real pulse of the public[ ] Didn’t really think Gandhi was serious about it
[ ] There were already many unexecuted “good” ideas
Develop Deeper Context
CustomerBuyer vs User
Market ProblemsValue
CompetitiveAlternatives?
Do more vs Do Differently
Innovate
BusinessHow are we making money?
Monetizing the ValueDelight
Case Study: Can we disrupt?
#2. Innovation through Operations!
Which of the following are “inventive” companies?
Poll MultichoiceWhich of the following companies are “inventive”?
( ) Flipkart( ) Dell
( ) IndiGo( ) None of Above( ) All of the Above
#3. Identify the “real” market
problems
Case Study
Poll MultichoiceWhich of the following reasons
made the product a “killer” success?
( ) 30% energy savings since you can see through (don’t have to open the door)
( ) Lighter Titanium Body with 10x durability( ) New Features at Competitive Price
( ) Mobility with easy wheels( ) Bottom Freezer for lighter load on cooling
Case Study
#4. User Experience (“delight”)
is the new differentiation!
Anything wrong?
Delight happens by breaking mental models
Case Study: Whats common with these?• Hint: They are all Apple products
#5. More is NOT better
#1. Always Start with Customer Context#2. Focus on Invention but don’t forget Innovation!#3. Identify the “real” market problems#4. User Experience (“delight”)is the new Innovation!#5. More is NOT better
5 ways to transition into a Product Leader!
Mastering the Productizing Process
• Customer Value Modeling
Understanding Value
• Define products
Creating Value • Value
based Pricing
Capturing Value
• Positioning Value Prop
Communicating Value • Value
Channels Network
Delivering Value
Productizing = Value Management
Project Managers need to evolve mindset and skillsets for managing the Productizing Process!
Phases of “Productizing” : Interlock
Conceive Plan Develop Qualify Launch Deliver
Market AnalysisChoosing to Build
Strategic
PlanningBuilding
Profitably
Product Plannin
gBuilding it right
Go To Market
Marketing it right
Enabling
Selling, Operationalizing
Understand the Problem
Needs/ Wants
Feasibility Competition
Business Plan - P&L
Strategic Roadmap
Market Requirement
Product Requirement, Definitions, Prioritizations
Change ControlProject Execution
Requirements Testing
User Acceptance
Feedback control
Compelling Value PropositionMessaging & Comm. ChannelsCreating Awareness & Demand
Transition to Operations
Sales & Channel Setup
Product MgrBA
Product MgrBA
BA, Project Mgr
BA, Project Mgr, PM
Prod Mgr, Prod Mktg Mgr
BA, Proj Mgr
Prod Mgr, PMM
Understand the Problem
Needs/ Wants
Feasibility Competition
Business Plan - P&L
Strategic Roadmap
Market Requirement
Product Requirement, Definitions, Prioritizations
Change ControlProject Execution
Understand the Problem
Needs/ Wants
Feasibility Competition
Business Plan - P&L
Strategic Roadmap
Market Requirement
Requirements Testing
User Acceptance
Feedback control
Product Requirement, Definitions, Prioritizations
Change ControlProject Execution
Understand the Problem
Needs/ Wants
Feasibility Competition
Business Plan - P&L
Strategic Roadmap
Market Requirement
Compelling Value PropositionMessaging & Comm. ChannelsCreating Awareness & Demand
Requirements Testing
User Acceptance
Feedback control
Product Requirement, Definitions, Prioritizations
Change ControlProject Execution
Understand the Problem
Needs/ Wants
Feasibility Competition
Business Plan - P&L
Strategic Roadmap
Market Requirement
Deliver Delight across Productizing Process
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Your feedback
www.productleadership.in twitter: @prodleader
engage@productleadership.in Bangalore | San Francisco | Pune
Ready to Productize?
www.productleadership.in
twitter: @prodleader | engage@productleadership.in Bangalore | San Francisco | Pune
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