Upload
upup-labs
View
53
Download
0
Embed Size (px)
Citation preview
Curing Shiny Object Syndrome
Setting Goals & Priorities for Success
UpUp Labs
Shiny Object Syndrome
pursuing every idea that seems good without prioritizing, seeing it through to a reasonable return on investment,
or deciding to abandon it when it doesn’t deliver
20+ years in product development, Product Manager, Scrum Master, Development Manager, Designer, VP, CPO, Coach & Mentor, Founded 3
companies, Acquired (3x), Acquirer (3x), Currently beta testing Reqqs, the smart roadmapping tool for product people, sports car & craft beer enthusiast
Flip Over Your Business Card
Write 1-3 goals on the backHand it up to me
UpUp Labs
4-Part CureVision
Strategy
Goals
Prioritized Ideas
UpUp Labs
The leading supplier of landscape equipment and
materials to affluent Americans
Vision =
What we want to be when we grow up
UpUp Labs
The go-to source for tweens and teenage girls around the world for fun
collectibles
Vision =
What we want to be when we grow up
UpUp Labs
The #1 source of B2B contact information for
marketers
Vision =
What we want to be when we grow up
UpUp Labs
Strategy =
How you will achieve your vision
Leverage crowd-sourcing to develop the largest and most-accurate B2B contact
database
The #1 source of B2B contact information for
marketers
UpUp Labs
Goals =How you will measure execution of your strategy
UpUp Labs
3 Drivers / 10 GoalsSustainable
DifferentiationSupport your core value
Create barriers to competition
GrowthGrow market shareFulfill more demandDevelop new marketsImprove recurring revenue
ProfitSupport higher pricesImprove lifetime valueLower costsLeverage existing assets
Ends vs. Means• HTML5 Redesign• Social Integration• Customer Requests• Revenue• Scalability• Transformational
Ideas
Grow recurring revenueGrow market shareCompetitive barriersGrow market shareFulfill more demandLeverage assets
GoalsThe largest and most-accurate B2B contact database• Fulfill more demand by growing the database by X%• Create competitive barriers by raising accuracy by Y
%
The #1 source of B2B contact information for marketers• Grow revenue by Z% this year by fulfilling more
demand• Test potential new sources of future growth & profit
by leveraging existing assets
Bad Ways to Rank IdeasYour CEO’s gut No longer in touchAnalyst opinions
Mostly backward-looking
Popularity Most customers are small
Sales requests Change every weekServices requests Mostly incremental
Bad Ways to Rank IdeasYour CEO’s gut No longer in touchAnalyst opinions
Mostly backward-looking
Popularity Most customers are small
Sales requests Change every weekServices requests Mostly incremental
Bad Ways to Rank IdeasYour CEO’s gut No longer in touchAnalyst opinions
Mostly backward-looking
Popularity Most customers are small
Sales requests Change every weekServices requests Mostly incremental
Bad Ways to Rank IdeasYour CEO’s gut No longer in touchAnalyst opinions
Mostly backward-looking
Popularity Most customers are small
Sales requests Change every weekServices requests Mostly incremental
Bad Ways to Rank IdeasYour CEO’s gut No longer in touchAnalyst opinions
Mostly backward-looking
Popularity Most customers are small
Sales requests Change every weekServices requests Mostly incremental
Bad Ways to Rank IdeasYour CEO’s gut No longer in touchAnalyst opinions
Mostly backward-looking
Popularity Most customers are small
Sales requests Change every weekServices requests Mostly incremental
Goals + Math = Better
UpUp Labs
Value / Effort = Priority
Value = expected contribution to goals
Effort = work the organization must do to realize value
UpUp Labs
Measuring Contribution• Exact numbers• 1-10• 1-100• Fibonacci• 1 to 5 stars• 0,1,2
Estimating EffortDo NOT ask Engineering for an
estimateDo it yourself
NOT person-monthsNOT sprints
0-5 scale
Some Types of Effort• Development• Investigation• Support• Sales• Partnership / OEM / Acquisition• Market Research• Merchandising
UpUp Labs
Value / Effort = Priority
(G1+G2+G3) / (E1+E2) x Confidence = P
Confidence = Your certainty that your scores are accurate
Idea G1 G2 E Raw C Score
A 1 1 2 1 75% 0.75
B 1 0 2 0.5 90% 0.45
C 2 -1 1 1 40% 0.4
(G1+G2) / E = Raw
((G1+G2) / E) * C = Score
UpUp Labs
4-Part CureVision
Strategy
Goals
Prioritized Ideas
UpUp Labs
Everything is a Hypothesis
• How can you test your assumptions before you implement?
• How can you test your assumptions with an MVP?
• How can you verify your results after your ship?
• What will you do if you fail?
Bruce McCarthy• Chief Product Person,
UpUp Labs• [email protected]• @d8a_driven• www.productpowers.c
om• www.reqqs.com• www.slideshare.net/
bmmccarthy• www.sohelpful.me/
brucemccarthy