introducing the guide to the product management body of knowledge, prodbok
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The ProdBOK® Guide Is Available for Purchase on Amazon here: http://amzn.to/15nSR2L Today the product management community is a robust, thriving community of very intelligent and talented people that are rarely ever content with the status quo and who strive to change their industries and their organizations for the better. We face significant business challenges every day and develop thick skin and laser-like focus – necessary traits for success. Successful product managers have to be smart, flexible, and savvy leaders in spite of the fact, that unlike other professions, there is little academic training for product managers, so we are forced to learn as we go, and there is no industry consensus on what product management is and does. For the last three years approximately sixty of the industry’s leading product professionals banded together and contributed to the development of the ProdBOK Guide. The goal? To distill a collaborative cornerstone that can be built upon to ensure that the product management profession better supports the needs of the product community at large. Greg says, "It’s been a tremendous privilege to collaborate with a wide swath of industry thought leaders inside and outside of the product management community. Delighted to celebrate the publication of the ProdBOK with the global product talk community!" Replay of webcast: http://bit.ly/1aDT7fN Listen to Global Product Management Talk broadcast discussion: http://bit.ly/17jR2jg Accompanying storify bit.ly/18MFbKP tweets bit.ly/1azNZta ---------------------- PRODUCT BOOTCAMP SAN FRANCISCO! October 10 Workshop Day - get product chops in lean, UX and competitive strategy October 11 Startup Product Summit SF2 - one track, lightning talks and Afterparty October 12 ProductCampSF unconference - present your product, prototype, vote for topics & presentations Register today for best price at Startup Product Summit SF2 http://bit.ly/11fNVcU Product Bootcamp & Summit bundled options: http://bit.ly/1dbARcn ProductCamp SF Oct 12 standalone: $25 http://bit.ly/14Z9QIn Site: http://startupproduct.comTRANSCRIPT
Greg Geracie, President, Actuation Consulting
Introducing the Product Management Body of Knowledge Guide (ProdBOK)
09.09.2013
http://StartupProduct.com
Moderator, Cindy F. Solomon, is host of the Global Product Management Talk broadcast and founder of the Startup Product movement for product excellence. @cindyfsolomon
Speaker Greg Geracie, President, Actuation ConsultingEditor in chief of the Guide to the ProdBOKAuthor, Take Charge Product Management @greggeracie
http://StartupProduct.com
© 2011 Actuation Consulting, LLC
Propel forward.
The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®)
A Conversation with Greg Geracie,
© 2011 Actuation Consulting, LLC
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The material contained in this presentation is protected under the copyright laws of the United States. This material may not be reproduced in any form or by any means without the express
written permission of Actuation Consulting. Any infringement of these copyrights or trademarks will be prosecuted to the full
extent of the law.
© Actuation Consulting. All rights reserved.
The product management body of knowledge (ProdBOK)® is the property of The Association of International Product Marketing
and Management
©
© 2011 Actuation Consulting, LLC
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Greg Geracie
• President, Actuation Consulting• Author of the global best seller
Take Charge Product Management
• Adjunct Professor at DePaul University’s College of Computing and Digital Media
• Editor-in-Chief of The Guide to the Product Management and Marketing Body of Knowledge
©
©
© 2011 Actuation Consulting, LLC
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Steven D. Eppinger• Professor Management Science
and Innovation at MIT• Holds the General Motors Leaders
for Global Operations Chair• Teaches interdisciplinary product
development courses• Co-author of another leading
textbook entitled Product Design and Development (5th edition) McGraw-Hill
• ProdBOK Guide co-editor
© 2011 Actuation Consulting, LLC
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What is the ProdBOK Guide?• About Body’s of Knowledge • Other well-known BOK’s
Why is a ProdBOK Guide Needed?• Blurry boundary lines• Support the profession’s evolution
Who was Involved in the BOK’s Development?• Contributors
Today’s Topics
®
© 2011 Actuation Consulting, LLC
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What is the ProdBOK Guide?
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© 2011 Actuation Consulting, LLC
Propel forward. A Cornerstone
• The language of the profession• Process groups used to
accomplish work • Information and tools that
help practitioners improve their effectiveness
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Body’s of Knowledge establish:
BOKs are living documents that evolve along with the profession.
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Universal Prerequisites of a BOK
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Three Conditions
• A BOK must be sponsored by an industry association
• A BOK needs to incorporate a wide variety of industry voices to ensure a representative view of the profession
• BOKs typically require multi-year development efforts
© 2011 Actuation Consulting, LLC
Propel forward.Other Well-Known BOKs
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PMBOK BABOK SWEBOK
© 2011 Actuation Consulting, LLC
Propel forward.The Benchmark for All BOKs
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• Dominant standard for the project management profession
• Over 3 million copies in circulation
• Professional membership has increased to over 334,000
Fueled the growth of the project management profession
© 2011 Actuation Consulting, LLC
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Why is a ProdBOK Guide Needed?
15Source: Take Charge Product Management © by Greg Geracie. All rights reserved.
© 2011 Actuation Consulting, LLC
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Poor Academic Adoption
© 2011 Actuation Consulting, LLC
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© 2011 Actuation Consulting, LLC
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© 2011 Actuation Consulting, LLC
Propel forward.Examples
• Top ten product management books on Amazon written from one person’s perspective– Haines, Geracie, Cagan, Pichler, Gorchels,
Mironov, Lawley, McGrath, Dver • Lack of a standard definition for basic things• Rite of passage means practitioners need to
continuously reinvent the wheel• Confusion on which product management
skills are transferrable (from one vertical to the next)
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© 2011 Actuation Consulting, LLC
Propel forward.The Result? Obstacles…
20Source: Take Charge Product Management © by Greg Geracie. All rights reserved.
© 2011 Actuation Consulting, LLC
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Who Was Involved in the Guides Development?
21Source: Take Charge Product Management © by Greg Geracie. All rights reserved.
© 2011 Actuation Consulting, LLC
Propel forward.Broad Industry Participation
A wide variety of contributors:• Sponsor: The Association of International
Product Marketing and Management (AIPMM)
• Principle Editors: Greg Geracie and MIT professor Steven D. Eppinger
• Contributors: 60 industry participants spanning: – Academics, analysts, associations, authors,
bloggers, consultants, thought leaders, and practitioners
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These contributions have come from around the world.
© 2011 Actuation Consulting, LLC
Propel forward.Academic Representation
Participation from academics at leading universities
• Including:– Cambridge University– DePaul University– The Massachusetts Institute of
Technology (MIT)– University of Calgary– University of Wisconsin
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© 2011 Actuation Consulting, LLC
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Generous contributions from the global product management community.
Greg CohenTom Grant
Linda GorchelsSteve Johnson
Jeff LashLinda Merrick
Therese PadillaRoman PichlerScott Sehlhorst
Cindy F. Solomon
Adrienne TanDon Vendetti
And there are many, many more…
© 2011 Actuation Consulting, LLC
Propel forward.Cross-Discipline Participation
• Project Management– Duggal, Goff, Hanley, Heerkens, Lambert, Rothman, Saladis, and Starke
• Business Analysis– Brennan, Heidt, Hilty, Larson, and
McWhorter• User Experience
– Gunther, Smith, and Van Tyne
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Incorporated thought leaders from the adjoining professions too:
Tremendous participation and support!
© 2011 Actuation Consulting, LLC
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“I immediately recognized the value to create an international standard to guide our profession, much as PMBOK has for the field of project management and BABOK has
for the discipline of business analysis.” - Greg Cohen, 280 Group
“This document will become a vital addition to every project manager’s library and will sit proudly on the shelf next to the PMBOK.” - Lee Lambert, CEO, Lambert
Consulting Group
“…aligning terms and language between the ProdBOK, BABOK, and PMBOK will help the industry (at large).” - Richard Larson, President, Watermark Learning
“ We think that it's very important for the product management community to have a common reference point for the roles and responsibilities of product management. We expect it to help provide additional credibility to the product management function in
organizations.” - Nick Coster, Partner, Brainmates
© 2011 Actuation Consulting, LLC
Propel forward.Summary
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• Honor to have led this industry-wide effort • Thankful for the strong support of so many
talented and dedicated professionals• Tackles several of the key challenges facing
the profession- Academic adoption- Lexicon- Portability of skills
Get your copy.
© 2011 Actuation Consulting, LLC
Propel forward.
Greg Geracie312.775.2373
om
Contact Information
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