Sept 12: Building the Case for a Market-Focused Approach w/ Greg White
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The document is a transcript from a discussion on building a market-focused approach to product management. Greg White, co-founder of Product Camp SoCal, was interviewed. He discussed an experience where he had to convince an executive that a proposed product idea focused on RSS news feeds would not resonate with customers in credit management. Through understanding customer needs, he was able to show the idea was misaligned and resources were redirected elsewhere. The discussion then focused on questions around understanding target markets and defending business cases.
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Sept 12: Building the Case for a Market-Focused Approach w/ Greg White
- 1. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk Listen to today’s podcast: http://bit.ly/o4lAjN Greg White says, "This discussion assumes that the audience is familiar with business cases. It's about steering the direction of the company and business cases are one of the tools to do that. Another is a clear vision of the future in the form of a good product roadmap." The success of a business is often determined by the products to which it chooses to dedicate valuable development resources. A product that resonates with the target market will exhibit strong growth soon after launch, while a product that doesn’t address the pain points of the target market is destined for mediocrity or outright failure. For companies that lack the resources to launch several products simultaneously with the expectation that some will succeed and some will fail, the opportunity cost of providing a square-peg product to a round-hole market can cost people jobs or kill the company altogether. For those companies that have to pick their shots, it’s imperative that the product they decide to develop is one that will be accepted by customers willing and able to pay for it. It’s also essential that the products a company develops are aimed at the right market segment. New product ideas can come from many places. A customer may request a specific solution to address a business challenge. A competitor may introduce a new game-changing concept that needs to be answered. New regulations may cause a need for which there is no solution yet. An executive may have a pet idea that they’ve fallen in love with and want to bring to life. An observed overall market trend may point to an emerging need. These ideas should all result in the development of business cases. The responsibility of creating the business case usually falls on the shoulders of the product manager. Whether the idea is the brainchild of the product manager or not, it’s the product manager who must make the case. If the product fails, it’s often the product manager who takes the blame. Therefore, product managers need to be the voice of reason when a not-so-great idea introduced by an influential person in the company doesn’t look like it’s going to fly with the target market as conceived. Questions asked by Greg White to stimulate discussion: Q1 How important is understanding your target market to the success of your product? Q1A Have you had to defend a business case, and if so, how? Q2 What are some ways you have gained insights into your target market’s needs? Q3 How do you respond to executive direction that you know is not going to be a successful model? Q4 Have you ever had to create a no-go business case? Q5 How important is a product roadmap to aligning your product with market needs? Q6 Have you ever built a product that no customers specifically asked for? Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 1 San Francisco co-working space http://www.parisoma.com
- 2. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk ProdMgmtTalk Sept 12: Building The Case For A Market-Focused Approach w/ @GregWhiteOC questions for discussionhttp://t.co/C9YmqAa #prodmgmttalk -6:39 PM Sep 11th, 2011 cindyfsolomon Looking forward to having Erika as co-host today @ErikaLAndersen Expect lively conversation w/ @GregWhiteOC #prodmgmttalk -2:18 PM Sep 12th, 2011 ProdMgmtTalk Discussion questions from each talk http://t.co/qZEkjJy Today’s questions: http://t.co/CU8t0vx #prodmgmttalk ProdMgmtTalk Never participated in a twitter chat? FAQs -http://t.co/kZIM6Mt Join us! #prodmgmttalk -3:57 PM Sep 12th, 2011 ProdMgmtTalk How to participate in Global Prod Mgmt Talk?http://t.co/CnyxSci #prodmgmttalk -3:57 PM Sep 12th, 2011 ProdMgmtTalk Tweeting Best Practices FAQs - http://t.co/Q4ZBLbG#prodmgmttalk -3:58 PM Sep 12th, 2011 ProdMgmtTalk Have a product management related announcement, event, resource? Please direct message @cindyfsolomon & tweet at end #prodmgmttalk -3:58 PM Sep 12th, 2011 ProdMgmtTalk See a list of all the twitter chats: over 500 and growing! Twitter Chat Schedule http://t.co/N3xljSE #prodmgmttalk-3:58 PM Sep 12th, 2011 ErikaLAndersen Hi all, checking into #prodmgmttalk from Salt Lake City co-hosting with @cindyfsolomon #prodmgmttalk -3:59 PM Sep 12th, 2011 cindyfsolomon Please introduce yourself: where you're tweeting from, your involvement w/product management when you come in! #prodmgmttalk -4:02 PM Sep 12th, 2011 GregWhiteOC Hello to everyone who is "tuning into" Product Management Talk! #prodmgmttalk -4:03 PM Sep 12th, 2011 cindyfsolomon Today: Please follow @GregWhiteOC @prodmgmttalk @cindyfsolomon @allopps and use hashtag #prodmgmttalk -4:03 PM Sep 12th, 2011 cindyfsolomon Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3. #prodmgmttalk -4:04 PM Sep 12th, 2011 lmckeogh Larry checking in from Boulder and looking forward to today's discussion (feeling the shakes subside all ready) #prodmgmttalk -4:04 PM Sep 12th, 2011 ErikaLAndersen Hi Larry! Larry came to @PCampUtah this weekend, gave a great session on You==Product. #prodmgmttalk -4:05 PM Sep 12th, 2011 cindyfsolomon Please welcome @GregWhiteOC joining us from Southern California #prodmgmttalk -4:06 PM Sep 12th, 2011 charlieoliver Charlie checking in here in Salt Lake City for#prodmgmttalk -4:06 PM Sep 12th, 2011 cindyfsolomon @GregWhiteOC Co-Founder and Executive Director at Product Camp Southern California #prodmgmttalk -4:06 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 2 San Francisco co-working space http://www.parisoma.com
- 3. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk cindyfsolomon @GregWhiteOC passionate about growing revenue with a market-driven focus #prodmgmttalk -4:06 PM Sep 12th, 2011 cindyfsolomon Welcome @charlieoliver how was @pcamputahfor you? #prodmgmttalk -4:07 PM Sep 12th, 2011 ErikaLAndersen Another @pcamputah attendee; first to sign up - RT @charlieoliver: Charlie checking in here in Salt Lake City for #prodmgmttalk -4:07 PM Sep 12th, 2011 cindyfsolomon @GregWhiteOC 13 years of product management & marketing experience companies like RealtyTrac, FICO, Experian & Alta Vista #prodmgmttalk -4:07 PM Sep 12th, 2011 cindyfsolomon Today's unedited transcript of tweets:http://t.co/ysNLquB Today's questions are at http://t.co/S3R3o9V #prodmgmttalk -4:07 PM Sep 12th, 2011 charlieoliver @cindyfsolomon Pretty fantastic actually, great conversation, great connections. Looking forward to more of it! #prodmgmttalk #pcamputah -4:08 PM Sep 12th, 2011 PCampUtah Hey all...want to get a great follow up to #PcampUtah. Come to #prodmgmttalk, a tweet chat starting now.-4:08 PM Sep 12th, 2011 cindyfsolomon Background for today's talk w/ @GregWhiteOC http://t.co/RntPRK6 #prodmgmttalk -4:09 PM Sep 12th, 2011 GregWhiteOC Has everyone had a chance to review the thought-starters? Any questions? #prodmgmttalk -4:09 PM Sep 12th, 2011 lmckeogh Yes, got to meet @ErikaLAndersen & @charlieoliver IRL. Glad to have made the drive. #prodmgmttalk -4:09 PM Sep 12th, 2011 cindyfsolomon Q1 How important is understanding your target market to the success of your product? #prodmgmttalk - 4:12 PM Sep 12th, 2011 rcauvin A1: Understanding your market of course helps in #prodmgmt. But don't forget to formulate & test hypotheses. #prodmgmttalk -4:14 PM Sep 12th, 2011 cindyfsolomon Lots of talk about product camps today! Map product camps http://t.co/fX3bqz7 Product Camp Radio http://t.co/IAzsTI6 #prodmgmttalk -4:14 PM Sep 12th, 2011 lmckeogh A1: should have a general understanding. Think it is better to understand customer's problems that may/may not jive w/ a market #prodmgmttalk -4:14 PM Sep 12th, 2011 GregWhiteOC: Wants to start a discussion about how we guided discussion in company, about how we did business cases #prodmgmttalk -4:15 PM Sep 12th, 2011 Ycnt_ibdonlyjen RT @rcauvin: A1: Understanding your market of course helps in #prodmgmt. But don't forget to formulate & test hypotheses. #prodmgmttalk -4:15 PM Sep 12th, 2011 lmckeogh @rcauvin : seek to debunk hypothesis rather than confirm them #prodmgmttalk -4:15 PM Sep 12th, 2011 GregWhiteOC: Have you had to defend a business case, and if so, how? #prodmgmttalk -4:16 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 3 San Francisco co-working space http://www.parisoma.com
- 4. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk thebuddygroup Jumping in #prodmgmttalk to join our Buddy@gregwhiteoc! @TheBuddyGroup here -- evangelists of great products through digital engagement. -4:18 PM Sep 12th, 2011 cindyfsolomon Both questions now to answer: Q1A. Have you ever had to defend a business case, and if so, how? #prodmgmttalk -4:18 PM Sep 12th, 2011 GregWhiteOC We've all developed business cases. There can be influences & agendas within the company to pursue a particular direction. #prodmgmttalk -4:18 PM Sep 12th, 2011 ErikaLAndersen I think we're doing both. Q1 and Q1a (ever had to defend a business case?) #prodmgmttalk -4:19 PM Sep 12th, 2011 GregWhiteOC Yea! @thebuddygroup, a sponsor of @prodcampsocal. #prodmgmttalk -4:19 PM Sep 12th, 2011 GregWhiteOC: Sharing the experience behind the impetus for this talk #prodmgmttalk -4:19 PM Sep 12th, 2011 lmckeogh Yes. The strength of defending the business case comes from the data used. Data is the great equalizer. #prodmgmttalk -4:20 PM Sep 12th, 2011 cindyfsolomon Welcome @Ycnt_ibdonlyjen @rcauvin @thebuddygroup #prodmgmttalk -4:20 PM Sep 12th, 2011 rcauvin A1a: Sure, formulating & defending a biz case is a common strategic #prodmgmt activity. #prodmgmttalk -4:20 PM Sep 12th, 2011 ErikaLAndersen @GregWhiteOC: no-go business case. Worked with an exec who wanted to pursue direvction that wouldn't work with customers #prodmgmttalk -4:20 PM Sep 12th, 2011 cindyfsolomon Greg's superior wanted to build trigger based alert system based on RSS news feeds. Target: credt mgmt personnel in B2B #prodmgmttalk -4:20 PM Sep 12th, 2011 lmckeogh When defending the biz case, lay out the options and compare all of them equally. Remember to include option to do nothing #prodmgmttalk -4:21 PM Sep 12th, 2011 thebuddygroup Thanks for the warm welcome, @gregwhiteoc @cindyfsolomon @prodcampsocal is going to be a hit! #BuddyUp #prodmgmttalk -4:21 PM Sep 12th, 2011 GregWhiteOC: His customers needed to get pulse of custs; some of that was news (indictments, fires) that wouldn't show up #prodmgmttalk -4:21 PM Sep 12th, 2011 GregWhiteOC: On surface sounded appealing, but reality produced football scores, personal info #prodmgmttalk -4:22 PM Sep 12th, 2011 rcauvin A1a: But in addition to "defending" spell out your plan for testing the the business case. #prodmgmt #prodmgmttalk -4:22 PM Sep 12th, 2011 GregWhiteOC: Had to convince exec that customers would not appreciate. They listend, put resources elsewhere #prodmgmttalk -4:22 PM Sep 12th, 2011 lmckeogh When creating biz case, try to identify risks, their probability, and impact. Also any plans to mitigate them #prodmgmttalk -4:23 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 4 San Francisco co-working space http://www.parisoma.com
- 5. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk cindyfsolomon Greg convinced them bad tactics wouldn't be appreciated by customers - fortunately they listened & put resources elsewhere #prodmgmttalk -4:23 PM Sep 12th, 2011 ErikaLAndersen RT @lmckeogh: When defending the biz case, lay out options & compare all equally. Remember to include option to do nothing #prodmgmttalk -4:23 PM Sep 12th, 2011 rcauvin A1a: Business case should draw upon both strategic marketing principles & market information. #prodmgmt #prodmgmttalk -4:23 PM Sep 12th, 2011 wapolanco RT @lmckeogh: When defending biz case, lay out the options and compare them equally. Remember to include option to do nothing #prodmgmttalk -4:23 PM Sep 12th, 2011 GregWhiteOC: Your biz case must be quantifiable. Hard, fast data, not opinions. #prodmgmttalk -4:23 PM Sep 12th, 2011 cindyfsolomon "Biz case must be quantifiable, hard & fast data NOT opinions (regardless of where they originate)" says @gregwhiteOC #prodmgmttalk -4:24 PM Sep 12th, 2011 GregWhiteOC: Unfortunately, opinions matter all too much. exec teams, key cust opinions. #prodmgmttalk -4:24 PM Sep 12th, 2011 GregWhiteOC: Need metrics instead of just "I think this will happen." Put into model and see if flies.#prodmgmttalk - 4:24 PM Sep 12th, 2011 thebuddygroup Agreed. Data > guesstimates. RT @erikalandersen: A1a: Your biz case must be quantifiable. Hard, fast data, not opinions. #prodmgmttalk -4:24 PM Sep 12th, 2011 lmckeogh When creating biz case for unknown/new market hard data is not always available. Call out assumptions and gut decisions. #prodmgmttalk -4:24 PM Sep 12th, 2011 wapolanco LOL listening loud and clear #prodmgmttalk -4:25 PM Sep 12th, 2011 GregWhiteOC What are some ways you have gained insights into your target market’s needs? #prodmgmttalk -4:25 PM Sep 12th, 2011 rcauvin A1a: For marketing principles, turn to Ries & Trout's THE 22 IMMUTABLE LAWS OF MARKETING. #prodmgmt #prodmgmttalk -4:25 PM Sep 12th, 2011 Ycnt_ibdonlyjen RT @lmckeogh: When defending the biz case, lay out the options and compare all of them equally. Remember to include option to do nothing #prodmgmttalk -4:25 PM Sep 12th, 2011 cindyfsolomon Q2 What are some ways you have gained insights into your target market’s needs? #prodmgmttalk - 4:26 PM Sep 12th, 2011 lmckeogh You Can't Analyze Your Way to Growth http://t.co/ujLduLc past doesn't include opps that exist but have not yet happened #prodmgmttalk -4:26 PM Sep 12th, 2011 ErikaLAndersen Erika: A2 Personas! (must say at least once each tweetchat) #prodmgmttalk -4:27 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 5 San Francisco co-working space http://www.parisoma.com
- 6. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk GregWhiteOC Larry, what are the assumptions and gut decisions based on? There must be some facts involved. #prodmgmttalk -4:27 PM Sep 12th, 2011 rcauvin A2: prospect interviews, surveys, ethnographic studies, and put real stuff in front of them to test my assumptions.#prodmgmt #prodmgmttalk -4:27 PM Sep 12th, 2011 thebuddygroup A2: Surveys, but most importantly, studying the heartbeat -- the convos -- of our target market to see what they want & need #prodmgmttalk -4:27 PM Sep 12th, 2011 GregWhiteOC: Take concept, throw it against the wall, see if sticks #prodmgmttalk -4:27 PM Sep 12th, 2011 lmckeogh Analysis excludes ways to serve customers that have not been tried or imagined or ways to turn non- customers into customers. #prodmgmttalk -4:28 PM Sep 12th, 2011 GregWhiteOC: Put out a landing page, do some A/B testing, see if it works. #prodmgmttalk -4:28 PM Sep 12th, 2011 GregWhiteOC: This doesn't work for projects that take 60-90 days or more #prodmgmttalk -4:28 PM Sep 12th, 2011 Mack_McCoy Too many companies do this now. RT @ErikaLAndersen: @GregWhiteOC: Take concept, throw it against the wall, see if sticks #prodmgmttalk -4:28 PM Sep 12th, 2011 lmckeogh @GregWhiteOC : talking to customers & listening to their problems &creating sln rather than creating sln & trying to find mkt #prodmgmttalk -4:29 PM Sep 12th, 2011 thebuddygroup @rcauvin Nice answer! Like @GregWhiteOC wrote, A/B Testing is a great way to watch your hypotheses play out#prodmgmttalk -4:30 PM Sep 12th, 2011 ErikaLAndersen @GregWhiteOC DOES NOT ADVOCATE the throw against the wall approach...example of what NOT to do #prodmgmttalk -4:30 PM Sep 12th, 2011 cindyfsolomon Welcome @Mack_McCoy ! "whole point of biz case & market focused approach is to combat throwing it against the wall" #prodmgmttalk -4:30 PM Sep 12th, 2011 Mack_McCoy RT @lmckeogh @GregWhiteOC: talking to customers & listening ... &creating sln rather than creating sln & trying to find mkt #prodmgmttalk -4:30 PM Sep 12th, 2011 lmckeogh @ErikaLAndersen @Mack_McCoy @GregWhiteOC : when throwing against the wall, use small bits, ala Amazon approach#prodmgmttalk -4:30 PM Sep 12th, 2011 GregWhiteOC The whole point of a business case and using a mkt focused approach is NOT THROWING against a wall.#prodmgmttalk -4:30 PM Sep 12th, 2011 Mack_McCoy Hi! I figured that's where you were coming from @GregWhiteOC. :) #prodmgmttalk -4:30 PM Sep 12th, 2011 thebuddygroup Unless it's pasta #yum RT @erikalandersen: A2 @GregWhiteOC DOES NOT ADVOCATE the throw against the wall approach...#prodmgmttalk -4:31 PM Sep 12th, 2011 lmckeogh "Strategy is about taking many small risks" Jeff Bezos bit.ly/n5u2a1 #prodmgmttalk -4:31 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 6 San Francisco co-working space http://www.parisoma.com
- 7. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk ErikaLAndersen RT @lmckeogh: @GregWhiteOC : talking to custs & listening problems &creating sln rather thn creating sln & trying to find mkt #prodmgmttalk -4:31 PM Sep 12th, 2011 Mack_McCoy @lmckeogh That's true. It could work for features or subsets, but for an entire product is incredibly risky.#prodmgmttalk -4:31 PM Sep 12th, 2011 rcauvin A2: Focus not on what customers say they WANT, but on what PROBLEM it would solve, and what they DO. #prodmgmt #prodmgmttalk -4:31 PM Sep 12th, 2011 Mack_McCoy True. This works for something like AMZN. RT @lmckeogh: "Strategy is about taking many small risks" Jeff Bezos bit.ly/n5u2a1 #prodmgmttalk -4:32 PM Sep 12th, 2011 lmckeogh No, Jeff doesn't. Amazon is a disruptor that is flying beneath the radar #prodmgmttalk -4:32 PM Sep 12th, 2011 cindyfsolomon Q3 How do you respond to executive direction that you know is not going to be a successful model? #prodmgmttalk -4:33 PM Sep 12th, 2011 Mack_McCoy YES!! RT @rcauvin: A2: Focus not on what customers say they WANT, but on...PROBLEM it would solve, & what they DO. #prodmgmt #prodmgmttalk -4:33 PM Sep 12th, 2011 ErikaLAndersen @rcauvin Customers know life experience, but not how to design products to meet needs. Thus, have no clue what they want. #prodmgmttalk -4:34 PM Sep 12th, 2011 GregWhiteOC: can go with biz case for particular product, OR... #prodmgmttalk -4:34 PM Sep 12th, 2011 cindyfsolomon A3: respond very diplomatically with lots of butter & honey.... #prodmgmttalk -4:34 PM Sep 12th, 2011 lmckeogh A3: This is where your metal as product manager gets proven. If you cannot sell an idea may want to find other line of work #prodmgmttalk -4:34 PM Sep 12th, 2011 cindyfsolomon Greg says "Biz case! ex. built significant product for 1 leading customer for intended contract. Mgmt wanted to get vertical" #prodmgmttalk -4:35 PM Sep 12th, 2011 GregWhiteOC: Built sig product for pilot customer with sig contract with this client. #prodmgmttalk -4:35 PM Sep 12th, 2011 Mack_McCoy A3: Diplomatically, but also don't be shy. You're paid to make successful products, not exec's vision. Depending on...#prodmgmttalk -4:35 PM Sep 12th, 2011 thebuddygroup Hopefully the execs have their own version of a cabinet, whose opinions and input they value #BuddyUp #prodmgmttalk -4:35 PM Sep 12th, 2011 GregWhiteOC: Sr mgmt wanted us to go after 5 big bank peers. But this was easier said then done #prodmgmttalk- 4:36 PM Sep 12th, 2011 lmckeogh A3: Going back to data as the great equalizer, sit w/ exec show the data & ask to see theirs. If yours is wrong rethink it. #prodmgmttalk -4:36 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 7 San Francisco co-working space http://www.parisoma.com
- 8. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk Mack_McCoy A3: ...the org, will determine how you approach. Some orgs are data driven, so you'll have to go that route. Others prefer... #prodmgmttalk -4:36 PM Sep 12th, 2011 cindyfsolomon Greg cont: There was no actual vertical, all required customized solutions not transferable from original product feature set #prodmgmttalk -4:36 PM Sep 12th, 2011 thebuddygroup A3 Hopefully the execs have their own version of a cabinet, whose opinions and input they value #BuddyUp #prodmgmttalk -4:36 PM Sep 12th, 2011 GregWhiteOC: Each bank had different models, strengths, was not 1-size-fits-all #prodmgmttalk -4:36 PM Sep 12th, 2011 Mack_McCoy A3: ...stories or persona or "real customer" feedback. It all depends. #prodmgmttalk -4:36 PM Sep 12th, 2011 thebuddygroup A3 If you see holes in the strategy, propose a solution, don't just point out the issue or you're causing a problem, as well #prodmgmttalk -4:36 PM Sep 12th, 2011 GregWhiteOC: But there was a significant need one tier down. Still intl/big companies #prodmgmttalk -4:37 PM Sep 12th, 2011 wapolanco A3: I'm a big advocate of "the answer is in the numbers" stats will always prove or disprove a case. #prodmgmttalk -4:37 PM Sep 12th, 2011 lmckeogh @thebuddygroup : yes, use an organic approach and bubble idea up through the ranks. Sheer peer pressure works too #prodmgmttalk -4:37 PM Sep 12th, 2011 GregWhiteOC: Pushed to add'l customers, other banks, utilities, manftg #prodmgmttalk -4:37 PM Sep 12th, 2011 GregWhiteOC: Built a biz case to after the partclr mkt, had to align with feature set of roadmap #prodmgmttalk -4:38 PM Sep 12th, 2011 lmckeogh a3: it is not really exec's job to truly know what to do, they rely on others around them for advice and direction. #prodmgmttalk -4:38 PM Sep 12th, 2011 cindyfsolomon Greg built biz case model to expand Mrkt 2 go after extended channel aligned w/road map feature plans - opened new markets #prodmgmttalk -4:38 PM Sep 12th, 2011 GregWhiteOC: As we built the roadmap/biz case that paralleled a devp path. #prodmgmttalk -4:38 PM Sep 12th, 2011 wapolanco Also, an effective PM can get top clients to comment/opine on roadmap. Sometimes that alone will persuade execs. #prodmgmttalk -4:38 PM Sep 12th, 2011 GregWhiteOC: Had to go to diff biz units, get their buy-in. #prodmgmttalk -4:39 PM Sep 12th, 2011 cindyfsolomon Greg had to essentially sell "door to door" to each exec to get buy in (politics - essential pm skill) #prodmgmttalk -4:39 PM Sep 12th, 2011 Mack_McCoy A3: Good 4-part article. Overcoming Organizational Resistance to Change: http://t.co/ZmLgWRw #prodmgmttalk -4:39 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 8 San Francisco co-working space http://www.parisoma.com
- 9. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk lmckeogh RT @wapolanco: Also, an effective PM can get top clients to comment/opine on roadmap. Sometimes that alone will persuade execs #prodmgmttalk -4:39 PM Sep 12th, 2011 ErikaLAndersen @GregWhiteOC: Result: Instead of 5 customers with small revenue target, 19 customers with much higher revenue target #prodmgmttalk -4:39 PM Sep 12th, 2011 Mack_McCoy If only that were true! ;) RT @lmckeogh: a3: it is not really execs job to truly know what to do, they rely on others....#prodmgmttalk -4:39 PM Sep 12th, 2011 thebuddygroup @lmckeogh Or negate input & enforce dictator leadership... whatever works in transmitting a half- baked idea! #prodmgmttalk #BuddyDown #jk -4:40 PM Sep 12th, 2011 ErikaLAndersen RT @lmckeogh: a3: not really execs job to truly know what to do, they rely on others around them for advice and direction. #prodmgmttalk -4:40 PM Sep 12th, 2011 GregWhiteOC Interesting challenge doing a verbal interview that becomes a tweet stream and text discussion! #prodmgmttalk -4:40 PM Sep 12th, 2011 ErikaLAndersen RT @Mack_McCoy: If only that were true! ;) RT @lmckeogh: a3: it is not really execs job to know what to do, they rely others.. #prodmgmttalk -4:40 PM Sep 12th, 2011 ErikaLAndersen RT @lmckeogh: @thebuddygroup : yes, use an organic approach and bubble idea up through the ranks. Sheer peer pressure works #prodmgmttalk -4:41 PM Sep 12th, 2011 ErikaLAndersen YES!!! RT @GregWhiteOC: Interesting challenge doing a verbal interview that becomes a tweet stream and text discussion! #prodmgmttalk -4:41 PM Sep 12th, 2011 lmckeogh A3: how you couch the proposal is also important. Don't put exec in a meeting, hit them cold and expect a favorable decision #prodmgmttalk -4:42 PM Sep 12th, 2011 cindyfsolomon Q4 Have you ever had to create a no-go business case? #prodmgmttalk -4:42 PM Sep 12th, 2011 reinfluence @ErikaLAndersen @Mack_McCoy @lmckeogh execs make the decisions, using fact and input from their direct reports. #prodmgmttalk #prodmgmttalk -4:42 PM Sep 12th, 2011 lmckeogh A4: Yes on both. Showed 5 options that all logically built to doing nothing. Net ROI didn't get us any further ahead so why #prodmgmttalk -4:43 PM Sep 12th, 2011 cindyfsolomon Welcome Tom @reinfluence Welcome @chrisboothe #prodmgmttalk -4:44 PM Sep 12th, 2011 rcauvin @reinfluence @lmckeogh Some of the best execs empower a TEAM to make decisions. #prodmgmt #prodmgmttalk -4:44 PM Sep 12th, 2011 ErikaLAndersen RT @lmckeogh: A4: Yes on both. Showed 5 options that all logically built to doing nothing. Net ROI got us no further ahead... #prodmgmttalk -4:44 PM Sep 12th, 2011 ErikaLAndersen YES!!! RT @rcauvin: @reinfluence @lmckeogh Some of the best execs empower a TEAM to make decisions#prodmgmttalk -4:45 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 9 San Francisco co-working space http://www.parisoma.com
- 10. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk GregWhiteOC Wouldn't we all love to work for the best execs! @rcauvin: Some of the best execs empower a TEAM to make decisions. #prodmgmt #prodmgmttalk -4:46 PM Sep 12th, 2011 thebuddygroup Sometimes you need to swat out the options to ideate RT @cindyfsolomon: Q4 Have you ever had to create a no-go business case? #prodmgmttalk -4:46 PM Sep 12th, 2011 ErikaLAndersen Team: becomes collaboration with best of what ppl have to offer #prodmgmttalk -4:46 PM Sep 12th, 2011 rcauvin RT @ErikaLAndersen: Team: becomes collaboration with best of what ppl have to offer #prodmgmttalk #prodmgmt -4:46 PM Sep 12th, 2011 ErikaLAndersen Plus, everyone becomes stakeholder #prodmgmttalk -4:46 PM Sep 12th, 2011 chrisboothe RT @lmckeogh: A3: This is where your metal as product manager gets proven. If you cannot sell an idea may want to find other line of work #prodmgmttalk -4:46 PM Sep 12th, 2011 reinfluence @rcauvin @lmckeogh Yes to empowerment! But they don't make the executive's decisions. #prodmgmttalk -4:46 PM Sep 12th, 2011 wapolanco @rcauvin: @reinfluence @lmckeogh Some of the best execs empower a TEAM to make decisions. Means moving frm mgr to leader! #prodmgmttalk -4:47 PM Sep 12th, 2011 CindyFSolomon: When working for Apple sub, would allow downloads without registration #prodmgmttalk -4:47 PM Sep 12th, 2011 CindyFSolomon: Exec said wasn't using all info now, did not want to waste info #prodmgmttalk -4:47 PM Sep 12th, 2011 rcauvin @reinfluence @lmckeogh Some execs do in fact empower the team to make decisions. #prodmgmttalk #prodmgmt #leadership -4:47 PM Sep 12th, 2011 GregWhiteOC You need to do a lot of education and lobbying. #prodmgmttalk -4:48 PM Sep 12th, 2011 cindyfsolomon Q5 How important is a product roadmap to aligning your product with market needs? #prodmgmttalk - 4:48 PM Sep 12th, 2011 CindyFSolomon: made biz case for gathering info; learned a lot since becoming prod mgr #prodmgmttalk -4:48 PM Sep 12th, 2011 GregWhiteOC The product roadmap supports the business case and is a great tool for socializing your vision. #prodmgmttalk -4:49 PM Sep 12th, 2011 Mack_McCoy Yes! Roadmap is key piece of internal communication & political selling. #prodmgmttalk -4:50 PM Sep 12th, 2011 wapolanco A5: Roadmap is essential in communicating the alignment between pm/org/industry. #prodmgmttalk -4:50 PM Sep 12th, 2011 Mack_McCoy Yes! RT @GregWhiteOC: The product roadmap supports the business case and is a great tool for socializing your vision. #prodmgmttalk -4:50 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 10 San Francisco co-working space http://www.parisoma.com
- 11. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk ErikaLAndersen Challenge is that even though want start exciting idea immediately, must get buy-in or idea killed #prodmgmttalk -4:50 PM Sep 12th, 2011 rcauvin A5: A product roadmap is provisional but important for expressing & testing hypotheses. #prodmgmt #prodmgmttalk -4:50 PM Sep 12th, 2011 thebuddygroup A5 A roadmap is very important. Know where you need to go, including budget & resource allocation, but prepare for bumps #prodmgmttalk -4:51 PM Sep 12th, 2011 Mack_McCoy @GregWhiteOC It's also a critical piece for alignment to reduce duplicate work and set the stage for the development effort. #prodmgmttalk -4:51 PM Sep 12th, 2011 GregWhiteOC Everyone has their own reasons for buying into a concept. #prodmgmttalk -4:51 PM Sep 12th, 2011 Mack_McCoy Absolutely. RT @wapolanco: A5: Roadmap is essential in communicating the alignment between pm/org/industry. #prodmgmttalk -4:51 PM Sep 12th, 2011 thebuddygroup RT @mack_mccoy: Also a critical piece for alignment to reduce duplicate work and set the stage for the development effort. #prodmgmttalk -4:51 PM Sep 12th, 2011 ErikaLAndersen Figure out reason for each stakeholder RT@GregWhiteOC: Everyone has their own reasons for buying into a concept. #prodmgmttalk -4:52 PM Sep 12th, 2011 cindyfsolomon Q6 Have you ever built a product that no customers specifically asked for? #prodmgmttalk -4:52 PM Sep 12th, 2011 Mack_McCoy lol. Thanks @GregWhiteOC. We make a great team.#prodmgmttalk -4:53 PM Sep 12th, 2011 ErikaLAndersen A6: One well-known example, Ford built Car even though customers wanted faster horses #prodmgmttalk -4:53 PM Sep 12th, 2011 lmckeogh A6: Yes. Customers exist in the problem space not the solution space. Understanding their problem can build a solution to it #prodmgmttalk -4:54 PM Sep 12th, 2011 Mack_McCoy A6: You can find that everywhere. People often fall in love with tech for tech's sake & build sol'n THEN look for a market.#prodmgmttalk -4:54 PM Sep 12th, 2011 ErikaLAndersen @GregWhiteOC: Initially, no one wanted smart phones; but iPhone came out, and devs built apps #prodmgmttalk-4:54 PM Sep 12th, 2011 rcauvin A6: Yes, the decision to launch my @Dadnab service a few years ago was based on market research but not requests.#prodmgmttalk -4:54 PM Sep 12th, 2011 ErikaLAndersen @GregWhiteOC: Now people finding ways to use apps to serve needs, ordering burrito from chipotle #prodmgmttalk-4:55 PM Sep 12th, 2011 cindyfsolomon RT @Mack_McCoy: A6: You find that People often fall in love with tech for techs sake & build soln THEN look for a market. #prodmgmttalk -4:55 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 11 San Francisco co-working space http://www.parisoma.com
- 12. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk wapolanco Very true RT @Mack_McCoy: A6: People often fall in love with tech for techs sake & build soln THEN look for a market.#prodmgmttalk -4:55 PM Sep 12th, 2011 thebuddygroup Analyze the negative space for a positive! RT@lmckeogh: A6: Yes. Understanding [your customers'] problem can build a solution #prodmgmttalk -4:55 PM Sep 12th, 2011 lmckeogh @ErikaLAndersen : actually Ford never made that quote http://t.co/iFA1wHw. #prodmgmttalk -4:55 PM Sep 12th, 2011 GregWhiteOC Early phone apps were "toys" but now you can order a burrito or do your banking with an app. #prodmgmttalk -4:55 PM Sep 12th, 2011 rcauvin A6: Part of the reason for focusing on market problems rather than requests is to truly innovate. #prodmgmt #prodmgmttalk -4:55 PM Sep 12th, 2011 GregWhiteOC Product enhancement for TweetChat: [Enter] = update #prodmgmttalk -4:56 PM Sep 12th, 2011 lmckeogh RT @Mack_McCoy: People often fall in love with tech for techs sake & build soln THEN look for a market. So true. #prodmgmttalk -4:56 PM Sep 12th, 2011 reinfluence @rcauvin @lmckeogh Sure, inverting the pyramid, pushing decisions 2 team. http://t.co/zedqLN6 But not all want to share power #prodmgmttalk -4:56 PM Sep 12th, 2011 ErikaLAndersen Cool. Never liked that quote but comes up a lot RT@lmckeogh: @ErikaLAndersen : actually Ford never made that quote #prodmgmttalk -4:57 PM Sep 12th, 2011 GregWhiteOC @rcauvin also to create a solution for a "market", not a "customer" #prodmgmttalk -4:57 PM Sep 12th, 2011 wapolanco @Mack_McCoy Twitter itself is an example of this. Tool was built first, market(s) determined later. Still being defined today #prodmgmttalk -4:57 PM Sep 12th, 2011 ErikaLAndersen Yes! RT @rcauvin: A6: Part of the reason for focusing on market problems rather than requests is to truly innovate. #prodmgmt #prodmgmttalk -4:57 PM Sep 12th, 2011 ErikaLAndersen Totally agree RT @GregWhiteOC: Product enhancement for TweetChat: [Enter] = update #prodmgmttalk -4:57 PM Sep 12th, 2011 thebuddygroup RT @gregwhiteoc: @rcauvin also to create a solution for a "market", not a "customer" #prodmgmttalk - 4:57 PM Sep 12th, 2011 lmckeogh @reinfluence : no, not all want to make decisions, but find the key influencers. They'll share an opinion #prodmgmttalk -4:57 PM Sep 12th, 2011 reinfluence So true. RT @lmckeogh @Mack_McCoy: People often fall in love with tech for techs sake & build soln THEN look for a market. #prodmgmttalk -4:58 PM Sep 12th, 2011 GregWhiteOC: Need to solve problem for mkt, not ind customers, otherwise run around solve each cust's needs #prodmgmttalk -4:58 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 12 San Francisco co-working space http://www.parisoma.com
- 13. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk rcauvin @ErikaLAndersen @lmckeogh I like the Henry Ford quote, whether or not he said it. http://t.co/3KlFRMB #prodmgmt #prodmgmttalk -4:59 PM Sep 12th, 2011 Mack_McCoy @wapolanco I kinda disagree. Twitter was in response to the pain of group txt'ing. Granted, that's not where it ended up. :) #prodmgmttalk -4:59 PM Sep 12th, 2011 thebuddygroup @wapolanco Great example. If your prototype offers insight for a great product line, you've won. Just don't waste it #prodmgmttalk -4:59 PM Sep 12th, 2011 ErikaLAndersen Examples? RT @Mack_McCoy: People often fall in love with tech for techs sake & build soln THEN look for a market. #prodmgmttalk -4:59 PM Sep 12th, 2011 ErikaLAndersen Agree. RT @thebuddygroup: @wapolanco If prototype offers insight for great product line, youve won. Just dont waste it #prodmgmttalk -5:00 PM Sep 12th, 2011 thebuddygroup @lmckeogh Thanks for your insight -- you truly helped shape a great convo. Looking forward to chatting in the future! #prodmgmttalk -5:00 PM Sep 12th, 2011 ErikaLAndersen Time FLEW by. Always happens when having fun, learning lots #prodmgmttalk -5:01 PM Sep 12th, 2011 cindyfsolomon Alliance of Product Professionals - Coming Soon! http://t.co/AEYw2K0 via @AlloPPs #prodmgmttalk - 5:01 PM Sep 12th, 2011 GregWhiteOC People often fall in love with tech for techs sake & build soln THEN look for a market. -- I saw a lot of this at FICO #prodmgmttalk -5:01 PM Sep 12th, 2011 cindyfsolomon Today's unedited transcript of tweets: http://t.co/ysNLquB #prodmgmttalk -5:01 PM Sep 12th, 2011 ErikaLAndersen Thanks to @GregWhiteOC for leading a great #prodmgmttalk -5:01 PM Sep 12th, 2011 weharvie RT @rcauvin: @ErikaLAndersen @lmckeogh I like the Henry Ford quote, whether or not he said it. http://t.co/3KlFRMB #prodmgmt #prodmgmttalk -5:01 PM Sep 12th, 2011 cindyfsolomon Thank you @GregWhiteOC for speaking today and @ErikaLAndersen for co-hosting! Everyone's participation appreciated! #prodmgmttalk -5:01 PM Sep 12th, 2011 thebuddygroup @mack_mccoy Kinda glad @Twitter steered off course! Otherwise, we all may never be in the same conversations #grouptext #prodmgmttalk -5:02 PM Sep 12th, 2011 GregWhiteOC At FICO, our customers kept telling us they don't need more analytics. They need ways to manage the analytics we've given them #prodmgmttalk -5:02 PM Sep 12th, 2011 cindyfsolomon Why Twitter for this discussion? http://t.co/XNKLpfA #prodmgmttalk -5:02 PM Sep 12th, 2011 Mack_McCoy That's because @GregWhiteOC rocks!! ;-) #prodmgmttalk -5:02 PM Sep 12th, 2011 cindyfsolomon Join us next week for @Johnpeltier with co-host @rcauvin #prodmgmttalk -5:03 PM Sep 12th, 2011 Mack_McCoy Perfect example of PM's adding features for feature's sake. RT @GregWhiteOC: At FICO, our customers kept telling us they... #prodmgmttalk -5:03 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 13 San Francisco co-working space http://www.parisoma.com
- 14. Transcript from Sept 12, 2011: Building the Case for a Market-Focused Approach Global Product Management Talk w/ Greg White, Co-Founder Product Camp SoCal Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8 Site: http://www.prodmgmttalk.com Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk wapolanco Thanks for the excellent convo all. Enlightening as usual! #prodmgmttalk -5:04 PM Sep 12th, 2011 cindyfsolomon Please blog about your insights to today's talk to be reposted at http://t.co/M9OHkq6 #prodmgmttalk - 5:05 PM Sep 12th, 2011 thebuddygroup Thx for the great input; lookin' fwd to more convo @erikalandersen @GregWhiteOC @cindyfsolomon @mack_mccoy @wapolanco @rcauvin #prodmgmttalk -5:05 PM Sep 12th, 2011 cindyfsolomon Listen to Product Camp Radiohttp://t.co/IAzsTI6 Like us on facebook http://t.co/RAT9IOm #prodmgmttalk -5:05 PM Sep 12th, 201 cindyfsolomon Follow us on LinkedIn http://t.co/oHqHAj7 Join LinkedIn group http://t.co/suySIm2 #prodmgmttalk -5:05 PM Sep 12th, 2011 GregWhiteOC If you are in SoCal, come to ProductCamp on Oct 15!!! #prodmgmttalk -5:05 PM Sep 12th, 2011 Mack_McCoy Very true! RT @wapolanco: Thanks for the excellent convo all. Enlightening as usual! #prodmgmttalk - 5:05 PM Sep 12th, 2011 Mack_McCoy Care about Facebook?! Come on @CindyFSolomon. It's the biggest gorilla on the block. ;) #prodmgmttalk -5:06 PM Sep 12th, 2011 cindyfsolomon Contribute to the Global Product Management Talk blog http://t.co/w1M3qLx Speaker Schedule http://t.co/w1vaquv #prodmgmttalk -5:06 PM Sep 12th, 2011 cindyfsolomon Subscribe to our newsletter (coming soon!) http://t.co/Fpt4rea #prodmgmttalk -5:06 PM Sep 12th, 2011 GregWhiteOC Thanks to @cindyfsolomon and @erikalandersen for this opportunity. Thank you all for your contribution.#prodmgmttalk -5:07 PM Sep 12th, 2011 GregWhiteOC @Mack_McCoy Do you think Facebook would be a better platform for these discussions? #prodmgmttalk -5:08 PM Sep 12th, 2011 GregWhiteOC If you're in SoCal, see Paul Young from Pragmatic Marketing and PC Austin at OC Product Managers 9/20. #OCPM#prodmgmttalk -5:10 PM Sep 12th, 2011 ErikaLAndersen My pleasure RT @cindyfsolomon: Thank you to@ErikaLAndersen for co-hosting today! #prodmgmttalk -5:10 PM Sep 12th, 2011 Mack_McCoy @GregWhiteOC Intriguing question. I don't think FB is quite right. I'd be tempted to use Google+. A hangout would be a blast. #prodmgmttalk -5:10 PM Sep 12th, 2011 Prodmgmttalk Unedited transcript http://bit.ly/rbLuOi Today’s stats 304 tweets generated 279,547 impressions, reaching an audience of 12,010 followers #prodmgmttalk -5:15 PM Sep 12th, 2011 Prodmgmttalk RT @cindyfsolomon: Join us next week for @Johnpeltier with co-host Roger Cauvin @rcauvin http://bit.ly/qMMDVp #prodmgmttalk -5:16 PM Sep 12th, 2011 Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor below! 14 San Francisco co-working space http://www.parisoma.com