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Product Vision as a Toolin everyday Agile work
Vision is a powerful thing...
IntroductionWho am I?
What is my Vision?
PO/PMs are overwhelmed with details
Need = strategic AND practical
Make vision a widespread iterative tool
Lots of Examples...one constraint
Problem for Agile is customer proxies that lack vision
OverviewDeveloping a product vision
Communicating your ideas and plans
Using vision everyday
When vision meets reality
Markets are Conversations
So what do you have to
say?
Social Media ascendent - SXSW - extreme interest
Markets are conversations - Cluetrain (1999) - Do not “target”, interact instead
What to convey? - This is my product?? - This is ME. This is what I think.
Developing a Product Vision
A vision should be an opinion.
Should be expressible on an elevator ride
If it is unique it separates you from the pack
“Leading Provider...”
“Increase ROI”
“Be a market leader”
“To be recognized”
= “I want to win”
= “... more money”
= “... be successful”
= “...be important”
Typical Visions
How do you see the world?
Who else sees things the way I do?
Worldview : What do you believe?
What does the future look like?
Given your worldview, what is needed and most important?
“Earthrise” Apollo 8 - Christmas Eve 1968 - A new view of the world! A new type of environmentalism begins
Your view of the “world” has a tremendous effect on your customers! What are the issues of importance?! What things are going to change?! What do you think are the real problems?! Where are you going?!
Who sees things the way you do? That is your market.
!
Thinking DifferentNot enough to have an opinion, it needs to stand out.
Sometimes be a contrarian!
What makes you capable/interesting?
Partners rather than competitors?
Cluetrain
Companies attempting to position themselves should take a position.
Optimally it should relate to something the market actually cares about.
Bombastic boasts do not = a position
Examples:
Activerse - users in complete control of “Presence” - Release 1.0 story
ParcPlace/Oracle/Java - Portability is key - Story = Hardware swiftly changing, avoid lock-in, move as needed
What are you doing about what you believe?
Building the product that is needed
Your Worldview builds the case
What product or services SUPPORT your opinions?
Prioritize vs ignore vs outsource
Examples
Envisions a handgun that emphasizes reliability and light weight over looks
Solution: Polymer Glock 17 with 50% fewer parts than competitors
Changed perceptions
- A Gun is a Tool
Examples
Envisions a connected world with people having many devices
Solution: Seamless and effortless syncing and backup across devices
Demonstrated Cloud utility
- Simple Sync
Communicating
Who and How
Many kinds of people: customers, supporters, investors, partners
Drawing your Worldview
Statements, Papers, Talks, Screencasts, Demos
Thought leaders, Communities, Reviews
Vision ExamplesDataHero Brings Analytics to Everyone
Organize the world’s information and make it universally accessible and useful. - ??
Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take towards product design demonstrates a bias for simplicity and utility. - ??
A place where incredibly talented individuals are empowered to put their best work into the hands of millions of people, with very little in their way. - ??
DataheroGooglePatagoniaValve
Vision as a Tool
Motivation - Eyes on the prize
Prioritization and evaluation
Integration and Testing
DevOps & Continuous Delivery
MotivationVision needs to be reinforced!
Every planning meeting
Start with big picture -> current sprint
Other reminders - flags, posters, talks
Prioritization
If this process is mysterious you have a problem <- smell
Break priority apart - Offense, Defense, Cost,...
Does it support your Worldview? - upgrade
Be creative about focusing on your vision!
Minimizing effort on everything else
Scientific Method for Development
Customer Development
Validated Learning
Integration and TestQ: Do your tests PROVE your vision?
Example: “The future of education is a custom learning plan for every child.”
Tests (focus of testing your core assumptions)
Practical for one teacher to create 20-30 plans?
Assign and track?
Schools managing hundreds of plans?
Parent communication? Support?
DevOps, Continuous Delivery
Presents its own vision of software development without complex and risky releases
Small incremental features delivered as they are built - always integrating and testing
Build your vision in small steps rather than all at once
This is win since your vision is likely to evolve
Minimize Up front investment
When Vision meets Reality
Market ReactionsYour own Sales force - help them tell the tale
Customers, Partners, Upper Mgmt
Press, Analysts
They want a “story”, give them yours
Wild-eyed supporters and trolls
Productive use of feedback
Dealing with “Events”
You won’t always be the freshest idea out there
Others will always make claims that they have it all “figured out”
Easy to panic...
Go back to your Worldview
Are your assumptions still valid?
Do you still believe in your story?
Ok to change and evolve - pivot
