Product Management
& The Holy Grail As Seen Through The Eyes of Monty Python
Tom Evans
Lûcrum Marketing
@compellingmktr
In Search of the Holy Grail
Who Made You King?
Product Management is an Influence Role
1- set a clear vision of the product and goal
2- set a clear process and roles for the team
3- get the team involved by eliciting ideas or suggestions
4- get people to volunteer for roles and responsibility
5- take ownership of final decision
6- keep reiterating the vision and keep the team involved
7- thank and celebrate team success
John Wu – via Product Management LinkedIn Group -
http://www.linkedin.com/groupAnswers?viewQuestionAndAnswers=&discussionID=144735903&gid=42629&commentID=
91420696&trk=view_disc&ut=2B5r6MYmjz4Bo1
What Happens Now?
Strategy & Execution
• Plan the strategy
• Communicate it
• Know how to execute it
• Do it
She’s a Witch!
Make Decisions Based Upon Facts
• Market Research
• Voice-of-the-Customer
• Competitive Analysis
• Market Tests
http://blog.kitetail.com/wp-content/uploads/2006/11/imgdecisionqualitychain.png
Welcome to the Castle Anthrax!
Don’t Get Seduced Away From Your Mission
• Stick to and support the mission of your company
• Commit to your target market segments
• Define & defend your product positioning & strategy
We Want ….. A Shrubbery!
Beware of the Wild-Goose Chase!
• A futile search or fruitless errand, a task inordinately
complex relative to its outcome
• A demanding/complaining customer
• CEO or salesperson with the opportunity dujour
• Customer with one-off need
• Exec or customer that always changing their mind
What is the Airspeed Velocity of an
Unladen Swallow?
Discover the Underlying Issue
• Ask questions
• 7 “elements of circumstance” (Hermagoras of Temnos)
– Quis, quid, quando, ubi, cur, quem ad modum, quibus
adminiculis.
– (Who, what, when, where, why, in what way, by what
means)
• Tell me more
Just a Flesh Wound!
What, Behind the Rabbit?
Know Thy Competition!
• Do your competitive analysis
• Do not underestimate them
I’m Not Dead!
If a Product Is a Dog, Kill It!
http://www.maxi-pedia.com/BCG+matrix+model
What, Ridden On A Horse?
They See the Coconuts, Not the Horse!
• To your prospects
• To your customers
• To your teammates
• To your management
Lying v. Embellishment
Which PM Are You?
• Sir Lancelot the Brave
• Sir Gallahad the Pure
• Sir Robin the not-quite-so-brave-as-Sir-Lancelot
• Sir Not appearing-in-this-film
Copyright 2012 - LÛCRUM MARKETING
Thank You!
Tom Evans
Lûcrum Marketing
+1.512.961.5267
@compellingmktr
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