In reverse chronological order
#pmfest Jonathan Rochelle from google closes his Keynote – the final event of the #pmf13 thanks to everyone who joined. It was fantastic
#pmfest product manager have to be stupid, optimistic and ambitious to be innovative
#pmfest funding at google: 70-20-10 rule – invest 70% in the core product, 20% in near product measures, 10% in real innovation
#pmfest a major skill of product managers is to win the people who can build the product
#pmfest “from Innovation to launch – inside google product management” – thats the closing keynote at the #pmf13
#pmfest product planner and product architect are interfaces between divers product management teams
#pmfest product planner writes the mrd he is the market expert. Product architect derives the prd. The (lead) developer defines the technology specs.
#pmfest establish product management as an autonomous function in the company with solid lines to the CEO
#pmfest product manager is responsible for the buyer and the user – he is a problem solver, he is not an engineer who is responsible for the solution
#pmfest 670’000 enquiries a month on google “what is product management/product manager?”
#pmfest for 96% of the users the BBC Sport olympic media features met their expectations
#pmfest next exercise: list major features for upcoming releases… what themes could you give these releases?
#pmfest what about the theme? E.g. BBC Sport for the olympics 2012: “Never Miss a Moment”
#pmfest … ASK yourself what is changing for your customers and your products, e.g. Social Media and BBC Sport concerning the olympics
#pmfest now let’s talk about the plot…why products have to evolve? What is thrilling about your product?
#pmfest great idea: Write a tweet from your persona about the positive and a frustrating experience about the usage of the product
#pmfest exercise: explain how and why your persona uses the product. And List alternatives
#pmfest setting the scene: you have to know the needs of your customers. Play undercover Boss 😉
#pmfest next exercise: introduce your product, persona and segment to the audience – makes fun 🙂
#pmfest first exercise: build a relevant persona upon a key segment
#pmfest storytelling in product management is a very powerful technique and should be based on relevant personas and segments
#pmfest you have to feed the cow before you milk it! Just great how Michael Eckhardt inspired the audience
#pmfest in the “Bowling alley” most segments gonna fail. But some mature. Focus on those first and not the mainstream and the tornado takes off
#pmfest Key: 100% whole product is needed to cross the chasm. Welcome to the “bowling alley” ufff…
#pmfest … market strategy tool kit
#pmfest there are 9 critical questions addressing the product strategy and its positioning in the market. And it includes The 4 Ps …
#pmfest example for highly volatile technology patterns/cycles: nokias market share in China 5 years ago=60% today=6%
#pmfest …and product managers are not easily to be exchanged between these patterns since competencies differ
#pmfest there’s a difference between product managers who are involved in an early entrepreneurial phase and those who are in mature markets
#pmfest in technology industry there is a cycle every 2-4 years e.g. Oracle – where is it going to be in 4 years from now?
#pmfest Michael Eckhardt Keynote “Lessons from Silicon Valley”
#pmfest 4 years from now = being an officially recognized Professional Occupation. Support is needed from every product Manager
#pmfest Steven Haines = most important product management person 2013
#pmf13 #pmfest welcome to everyone who joins the 2nd day of the pmf. And also to those following our tweets
#pmfest the 1st conference day ends. Very good tracks, perfect organization, new insights into product management and confirmation of the things we already do
#pmfest the agile product owner is accountable for prioritization and customer value focus
#pmfest and business product owner is the product manager. He is responsible for profit and loss
#pmfest business product owner is not the agile product owner
#pmfest 5. Tools and processes – measurement and maintenance, process check, communication – justify your position every day
#pmfest 4. Dealing with resistance – choose the optimal sponsor
#pmfest best place for product manager is an own product management function/department. Without an own domain the question rises who owns the product
#pmfest 3. Managing organizational change is about shifting responsibilities = hell
#pmfest 2. build a product management team with clearly defined roles
#pmfest three phases in order to build an organization – 1. Build a product Management methodology – consistency, holism, practicality
#pmfest more roles: Sales engineers, MarCom manager, product planner, product marketer…. if all roles come together in one person it’s a startup
#pmfest 90% is about role definition along with processes and team building…
#pmfest how to build a product management organization?
#pmfest 10% of so called product managers are real product managers – product managers: Get Out of The Building 😉
#pmfest the product management domain: buyers want value – users want functionality
#pmfest what we need: leadership alignment, data, teams, profession, people, processes…
#pmfest how the role of product management has to change… “outside in” instead of “inside out”? For me both is relevant “in&out Streaming”
#pmfest opinion Battle is great: 5 min talking each on the future of product management
#pmfest @ellengott thank you for this great track on product roadmaps
#pmfest what competencies we need in order to do road mapping: product-, project-, and requirements management know how
#pmfest product elements are visualized in an options board, physically on paper and communicate, communicate, communicate…
#pmfest roadmap elements: what – who – how – when
#pmfest planning views for roadmaps: now – today = wants / pre – 2 month = needs / big pic – 2 years + = visions
#pmfest road mapping = features over time, pragmatic, lean and agile
#pmfest product roadmaps help to collaborate with customers, stakeholders and helps deliver value. It evolves as a decision framework
#pmfest good tool to focus on the main questions but keep it physically on paper for everyone available
#pmfest the product canvas template: you gonna find it on Roman Pichlers website
#pmfest … detail stories in the product detail block only for the next iterations
#pmfest techniques: personas, scenarios, storyboards, workflows, customer journey map, epics, constraint story, design mock ups, …
#pmfest 3 building blocks: target group, big picture (ux, features, ui), product details (just the for the next iterations planned)
#pmfest common questions about your products but how to visualize them in an agile compact way – It’s a solution validation tool
#pmfest now starting the product canvas by Roman Pichler
#pmf13 and #pmfest keeps you informed
#pmfest thank you Marty Cagan – this was just great and his book is a recommendation for everyone who loves products
#pmfest 10. Value creation over value capture
#pmfest 9. Customers over stakeholders and competitors
#pmfest please, no customer focus groups but reference customers they are priceless
#pmfest 8. Customer discovery over business cases and market research. Business cases mostly are ridiculous
#pmfest do not ask customers about requirements but involve them into testing
#pmfest 7. User experience (UX) design over features. Interaction between product manager, engineer and customer
#pmfest 6. Collaboration over consensus. The customers do not know what’s possible. You know – not management not the account manager
#pmfest 4. Embrace the data – build your daily scorecard
#pmfest 3. Outcome over output. It’s about succeeding in a market with a few kpi – embrace them
#pmfest Waterfall is out – agile is state of the art. 10-15 iterations a week at least in software product management. It’s about solutions
#pmfest 2. Discovery over roadmaps and requirements. Just a few ideas really work for customers
#pmfest rules for product managers: 1. Leadership over management
#pmfest the problem of failed products is not the market but the wrong product manager role – it’s not about team building, it is leadership
#pmfest the product manager role is a hard job. It is not a junior role. He is responsible not the team
#pmfest Cagan has 30 years of experience in software product management
#pmfest Marty Cagan talks about commercial products not for internal use but to make money – product marketing is not product management
#pmfest 13 organisations behind the pmf – non-profit and independent
#pmfest round about 300 people from all over the world
#pmfest live from the 1st PM-Festival in Zürich
