effective agile.

challenge everything

The Product Management Vacuum

Don McGreal / Ralph Jocham
effective agile.
 Don.McGreal@improving.com
linkedin.com/in/donmcgreal
Dallas, Houston, Minneapolis, Cleveland, Columbus, Calgary @donmcgreal

effective agile.
Switzerland / Europe
Ralph.Jocham@effectiveagile.com
challenge everything
linkedin.com/in/ralphjocham
@rjocham
3
Let’s start with…

Follow the instructions on your handouts.

4 minutes!

4 3 2 1 0

effective agile.
Summer Meadows Exercise
Draw this: Where do Draw a beautiful summer meadow with
you suppose blue and red flowers in green grass, some
these specs cows and birds under a shining sun.
10 blue flowers with 5 petals each
5 blue flowers with 6 petals eachcame from?
13 red flowers with 6 petals each This scene reminds our customer of their
childhood growing up on a farm.
2 cows with 3 black spots
1 cow with 5 black spots
What is
2 cows with 4 black spots What would
this?
2 birds to reside in the upper left corner you do
differently
3 birds in the middle next time?
1 sun to the right with 5 sun beams How did
this affect
Your success will be measured by how you Your success will be measured by
how closely you match the specs. worked? how happy your customer is with it.

effective agile.
The Bigger Picture
Company Vision

Business Strategy
Focus on… Over…

Vision Product
Product Vision Project Charters
Project Plans
Value Management
Product Strategy
(time, budget, scope)

Validation Vacuum
Release Plan
Milestones

Sprint
Plan

Daily
Plan

effective agile.
Vision

effective agile.
Boiler Plate Warning

Boiler plate vision

statements tend to be
ignored.

Try pragmatic,
real, & emotional.

effective agile.
A Vision should have…

1. Clear Customer Segment

2. Clear Value Proposition
3. Emotion
4. Practicality
5. Pervasiveness
effective agile.
Techniques For Modeling Business Strategy

Business Model Canvas

The original business strategy canvas

Lean Canvas
A simple problem/solution approach targeted for
entrepreneurs and startups Have you used
Value Proposition Canvas
Helps design product and services your customers
any others?
want to buy

effective agile.
Business Model Canvas for LinkedIn

Networking News Professionals

Find
Candidates Recruiters

Advertising
Branding Companies

businessmodelgeneration.com

©2008-2017 Improving Enterprises, Inc effective agile.

effective agile.
effective agile.
Innovation Games® Product Box

Front
• Product Name
• Image(s)
• Clear Target Customer
• Clear Value Proposition

Back
• Sub-features

effective agile.
Techniques For Creating A Product Vision

Product/Vision Box
A collaboration tool for identifying the most
important features and a vision for a product

Have you used

Elevator Pitch Template
A popular template to help organize thoughts any others?
about the vision

effective agile.
Product Vision Template

FOR … [target audience]

WHO … [need, want]
[product name] IS A … [market category]

THAT … [one key benefit]

UNLIKE … [competition or current situation]
OUR PRODUCT … [competitive advantage]

* From “Crossing the Chasm” Geoffrey Moore

effective agile.
A Vision should have…

1. Clear Customer Segment

2. Clear Value Proposition
3. Emotion
4. Practicality
5. Pervasiveness
effective agile.
Two Brains

High
the
Speeds upne
Happy munda u
CPAs! work so yoome
can get h er
for dinn
Emotional

O ptim
Workfl ize Speeds up
for CPAow workflow
s
Low

Low High
Practical

Source: http://gamestorming.com/2-brains-tell-it-sell-it/ effective agile.

A Vision should have…

1. Clear Customer Segment

2. Clear Value Proposition
3. Emotion
4. Practicality
5. Pervasiveness
effective agile.
Value

effective agile.
1-2-4 (Table) Exercise

What is value?

1 - 30 secs 2 - 60 secs Table – 1:30 secs

3 2 1 0

effective agile.
For People, Value is…

effective agile.
For Organizations, Value is…

FOR-PROFIT ORGANIZATIONS NOT-FOR-PROFIT ORGANIZATIONS

The benefit to the organization, The benefit to society, not

represented in money terms, that necessarily represented in money
results from the use of a product or terms, that results from the use of a
service. product or service.

effective agile.
Creating Value

What is the only way for a

Scrum Team to create value?

effective agile.
A Release Is Needed To Realize Value

Analyzing the industry and competition

Auditing resultsIdentifying customers and their needs
Forecasting and feasibility
Creating the business case
Strategic product planning
Product Launch
Identifying requirements Release Value
Release execution
Release planning Product retirement
Sustaining the product
Creating a roadmap

effective agile.
Traditional Development Delays Value
Value

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Months

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Business Value Over Time

Scrum

Waterfall

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Validation

effective agile.
Project vs Product Exercise
What makes a What makes a
project successful? product successful?

4 minutes!

4 3 2 1 0

Your success will be measured by Your success will be measured by

process compliance the validation of value delivered

effective agile.
Product Owners Have a Product Mindset

Project Mindset Product Mindset

Success upfront defined Scope Success continuously
inside out: driven by business metrics
• Scope outside in:
• Time • User adoption/retention
• Budget • Revenue
• Cost savings per feature

Leads to less
Leads to less waste,
business
Budget Time more creativity,
involvement, more
task management. and more releases.
Focus on P a l u e l e ads
rojects lea V
to P ro c e s s ds Focus on V a l i d a tio n
C o m p lia n c
o F r e q u ent
e t
effective agile.
Business Value Over Time

Scrum

Waterfall

Release
effective agile.
Business Value Over Time – Optimized

Release Release Release

effective agile.
Two Forms of Validation

t is e
er
E xp
2. 1.
Re
al
it y

Everything is
a guess until
this happens!

effective agile.
Minimal Viable Product (MVP)

• Has enough value that people

are willing to use it or buy it

• Demonstrates enough future

benefit to retain early adopters

• Provides a feedback loop to

guide future development
Kano Model

effective agile.
MVP Patterns

• Single Feature

• Promotional MVP

• Mining MVP

• Landing Page

• Wizard of Oz Kano Model

effective agile.
Measuring the Three Vs
Putting it all together

effective agile.
 Delivery Metrics Owner Metrics

Pizzas Delivered per Trip Revenue

Time taking an order Investments/Costs
Time for Delivery Customer Satisfaction
Miles per Delivery Repeat Customers
Fuel Used Employee Satisfaction
Order Accuracy (Quality) Growth
Route Efficiency Market Drivers & Trends
Orders per Driver Market Share

Circumstantial Direct

effective agile.
 Delivery Metrics Owner Metrics

Velocity Revenue
Number of Tests Per Release
Code Coverage Per Employee
Defects Investments/Costs
Coupling Customer Satisfaction
Cohesion Employee Satisfaction
Code Complexity Lead & Cycle Time
Build Failures Innovation Rate
Process Adherence Customer Usage
Circumstantial Direct

effective agile.
Tracking Metrics

Cost:
$50k/Sprint

Sales

Employee Satisfaction

effective agile.
 Wildly
Important
Goal

1. Focusing on the Wildly Important Goal

2. Acting on Lead Measures
3. Keeping a Compelling Scoreboard
4. Creating a Cadence of Accountability
Yes, We Do Scrum. And Our Product Owner Is A…
ng
Expected In i ti a ti
benefits

i ng
c e iv
Re

Scribe Proxy Business Sponsor Entrepreneur Product

Not Representative
Scrum Yes, And… Owner Role

effective agile.55
 Don.McGreal@improving.com
linkedin.com/in/donmcgreal
Dallas, Houston, Minneapolis, Cleveland, Columbus, Calgary @donmcgreal

effective agile.
Switzerland / Europe
Ralph.Jocham@effectiveagile.com
challenge everything
linkedin.com/in/ralphjocham
@rjocham

Thank You!