have we leaned too far? steve johnson at business of software 2014
DESCRIPTION
Presented at Business of Software 2014, Steve Johnson (Under10.com) starts the debate - is Lean really the best principle for product development in software?TRANSCRIPT
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Steve JohnsonUnder 10 Consulting
HAVE WE LEANED TOO FAR?
http://www.under10consulting.com/public/bos2014
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Big companies can be agile too!“ ”
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With today’s methods, we can build the wrong
product faster than ever.
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Under 10 Consulting: look beyond the product
“ ”“ ”The biggest waste of all in
product development is building something that
absolutely no one wants.
Eric RiesBusiness of Software, 2010
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where does innovation begin?
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observation is the key
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“this side up”http://www.flickr.com/photos/andyde/4762081047/
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So, we’re in complete
agreement?
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?
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?
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Under 10 Consulting: look beyond the product
“ ”“ ”Minimum Viable Product: n. A set of product functionality
that can best be described by the following phrase:
“Well, it’s the least we could do.”
Saeed Khanonproductmanagement.net
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?
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REFINEDESIGN & DELIVERDEFINE
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REFINEDESIGN & DELIVERDEFINE
Product
Promotion
Sales
Support
Business
Market
Business
Market
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Under 10 Consulting: look beyond the product
Before: focus on product
REFINEDESIGN & DELIVERDEFINE
Product
Promotion
Sales
Support
Business
Market
Business
Market
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Under 10 Consulting: look beyond the product
Now: extend your view
REFINEDESIGN & DELIVERDEFINE
Promotion
Sales
Support
Business
Market
Business
Market
Product
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REFINEDESIGN & DELIVERDEFINE
Product
Promotion
Sales
Support
BusinessGoals
MarketGoals
BusinessResults
MarketResults
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Under 10 Consulting: look beyond the product
“ ”“ ”If you can’t describe what you are doing as a
process, you don’t know what you are doing.
W. Edwards Deming
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REFINEDESIGN & DELIVERDEFINE
PERSONALExpertiseBusinessMarketTechnologyOperationsDomain
CommunicationSpeaking truth to powerInfluence through authorityInfluence through reasonInfluence through passion
PRODUCTExpertise: Technology
PROMOTIONExpertise: Market
SELLINGExpertise: Market
SUPPORT & OPERATIONSExpertise: Operations
Prepared for:
By:
BUSINESS RESULTSExpertise: Business
CORPORATE LEVERAGEExpertise: BusinessRoles & responsibilitiesStrategy Canvas (BOS)Growth-Share Matrix (BCG)Three Horizons (TCG)Product/Market matrix (Ansoff)
CompetenciesAuthoritySystemsPassionInnovationResearchExpertise
MARKET GOALSExpertise: Market
BUSINESS GOALSExpertise: Business
MARKET RESULTSExpertise: Market
1408 Copyright © 2012-2014 Under10 Consulting, LLC
Under10 Playbook Canvas
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REFINEDESIGN & DELIVERDEFINE
PERSONALExpertiseBusinessMarketTechnologyOperationsDomain
CommunicationSpeaking truth to powerInfluence through authorityInfluence through reasonInfluence through passion
PRODUCTExpertise: TechnologyProduct stories & personas
Feature priority listProduct plan
PROMOTIONExpertise: MarketMarket stories & personas
Promotional priority list
Launch planSELLINGExpertise: MarketPricing & discounting schedules
Sales enablement priority list
Battle cardsSUPPORT & OPERATIONSExpertise: OperationsDelivery planSupport planOperations plan
Prepared for:
By:
BUSINESS RESULTSExpertise: BusinessProcess retrospectiveBusiness review
CORPORATE LEVERAGEExpertise: BusinessRoles & responsibilitiesStrategy Canvas (BOS)Growth-Share Matrix (BCG)Three Horizons (TCG)Product/Market matrix (Ansoff)
CompetenciesAuthoritySystemsPassionInnovationResearchExpertise
MARKET GOALSExpertise: MarketFeasibility assessmentCompetitive landscapeSuccess metrics
BUSINESS GOALSExpertise: BusinessBusiness canvasPortfolio roadmapBusiness goals
MARKET RESULTSExpertise: MarketSuccess profilesMarket review
1408 Copyright © 2012-2014 Under10 Consulting, LLC
Under10 Playbook Canvas
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Under 10 Consulting: look beyond the product
Areas of expertise
Domain Expert
Business Expert
Technology Expert
Market Expert
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Product
Promotion
Sales
Support
Market results(share)
Business results(profit/loss)
Corporate goals
Market goals
Business goals
Copyright © 2013 Under 10 Consulting LLC
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Product
Promotion
Sales
Support
Market results(share)
13%
Business results(profit/loss)
$42m
192 user stories delivered17 sprints
Marketing plan: $4m1284 leads delivered
53% of sales team trained; all of SEs
Capacity: 300 new sites
Corporate goals
Launch new product line
Market goals
Improve share from 8% to
11%
Business goals
Achieve $40M in revenues
Copyright © 2013 Under 10 Consulting LLC
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Under 10 Consulting: look beyond the product
“ ”“ ”If you always do what you've always done, then you'll always get what you
always got.
Aerosmith
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It was never just about thermostats. At its core, Nest has always been about the home. We reinvent unloved home products to create simple, beautiful, thoughtful things.
—Tony Fadell CEO & Founder, Nest
“”
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Under 10 Consulting: look beyond the product
What’s the next innovation?
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REFINEDESIGN & DELIVERDEFINE
Product
Promotion
Sales
Support
Business
Market
Business
Market
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Under 10 Consulting: look beyond the product
“ ”“ ”Many entrepreneurs are like the chef who prepares dishes based on the available ingredients rather creating a meal that
customers want to buy.
Steve Johnson37
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For more, getLook Beyond the Product, available now on Amazon.
LookBeyondtheProduct.com
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Under 10 Consulting: look beyond the product