https://github.

com
/cornelltech
/product-management
 CLASS I: THE PHANTOM PRODUCT

Turmoil has engulfed the Tech Company. The delivery of features

to Early Adopters is in dispute.

Hoping to resolve the matter with a waterfall of project

management processes, the risk-averse Management has delayed
all launches to the small Initial Audience.

While the Board of Directors endlessly debates this alarming chain

of events, the Head of Product has secretly dispatched two Product
Managers, the champions of narrative and agility in the Ecosystem,
to settle the conflict....
 COURSE OUTLINE
1. PRODUCT + MANAGEMENT: ‘THE PHANTOM PRODUCT’
2. PRODUCT + DATA: ‘ATTACK OF THE DATA’
3. PRODUCT + DESIGN: ‘REVENGE OF THE USERS’

4. PRODUCT + DEVELOPMENT I: ‘A NEW PRODUCT’

5. PRODUCT + DEVELOPMENT II: ‘THE CODE STRIKES BACK’

6. PRODUCT + DEVELOPMENT III: ‘RETURN OF THE PRODUCT MANAGER’

7. PRODUCT + THE WORLD: ‘THE PRODUCT MANAGER AWAKENS’
8. PRODUCT + PRODUCT MANAGERS: ‘THE LAST PRODUCT MANAGER’
COURSE FORMAT

LECTURE

EXERCISE

HOMEWORK & READINGS

 GRADING

TEAM ARTIFACTS (50%)

Based on timely completion and

instructor review of artifacts in
Artifact sheet

INDIVIDUAL PARTICIPATION (50%)

Based on attendance, exercises,

and quizzes
YOUR INSTRUCTORS

LELAND RECHIS
Google, Etsy, Twitter, Yahoo!
lrechis@cornell.edu

JOSH HARTMANN
Travelocity, Intent Media, Amplify, Plusgrade
jhartmann@cornell.edu
THE 4 D’s
Bringing thoughtfulness to the land

DATA
DESIGN
DEVELOP
DECIDE
BE THE DOT

NOT THE
LINE
 Your end user-experience

Product + Management
CS 5093

Your day to day

PMs VIEW OF THE WORLD

← Boat Direction
DIRECTIONALITY
TWO PRODUCT JOURNEYS

Brute force approach Thoughtful approach

(Junior PM) (Seasoned PM)
You may feel like this...
Don’t do this
Your Job is to land the plane
WHY THE FOG?
XENO’S PARADOX
MODELING
FOR HIGH
IMPACT
UNDERSTANDING YOUR AUDIENCE
UGC 1 - 9 - 90 Rule

Your audience may ...but they have this much ...and they tend to affect
look like this... impact on your system... each other.
How your audience changes

Early adopter
Once you get traction,
you will start to see
other audience choices
Choosing the one with emerge.
You might have lots the most initial traction
of segments to reach might not be the largest Some might go away
Pop Quiz: Who is your audience?
TECH 5200: Audiences and Relationships:
PM Audience Map

Name:

NetID:

1. List our your audiences

2. How do they relate to each other
Pop Quiz: Who is your audience?

Email a picture
To: asj79@cornell.edu
Subject: TECH 5200 Exercise 1
Who are early adoptors
And then
Discuss:
Where is Facebook now?
How is their audience impacted?
NCP = Narrative Complete Product
System diagram for Google

Searchers
Webmasters
Keywords

Web Pages
Crawler
Ranking
Links Index

Results
CREATING
A
WEDGE
Wedges for Google

Searchers
Webmasters
Keywords

Web Pages
Crawler
Ranking
Links Index

PageRank

Results

Speed!
Discuss:
Where is Google now?

Exercise:
Who is your audience?
Where do you start?
 TECH 5200: Map:
PM System Mind Map

Name:

NetID:

1. Fill out your Mind Map of your System and

Audiences
2. Find a wedge where you might have most
impact. Circle your primary audience
3. Define possible goals to meet your
audience needs
Goals
Homework
Create artifacts!
Add your artifacts to the
artifacts sheet
We will email a link to the
artifacts sheet after class
1. Take your project (BigCo or Startup)
a. Hold a Audience Workshop with
your team
2. Create an Audience Map with your team
3. Create your Narrative
4. Create the initial version of your System
Mind Map & Wedge
5. Define a Market Size & Initial Audience
Where to be at the end of the class

1. Understand the approach needed to be an

effective PM
2. Practice pieces of this approach in class
exercises
3. Apply PM to Startup/BigCo Studio and
Projects
4. Reflect!
Email: lrechis@cornell.edu,
Email: jhartmann@cornell.edu
Subject: TECH 5200