Selling the ProjectConnecting to Stakeholder

Value

About Me• Currently: Director Product Management

• 19 years building products• 10 years product management• Company sizes: 18 – 60,000 • Financial services, education; B2B, B2C

Connectingto

Stakeholder

Value

Agenda• Value

• Stakeholders

• Connecting

Connectingto

Stakeholder

Value

Value

“Far and away the best prize that life has to offer is the chance to work hard at work worth doing.”

-- Theodore Roosevelt

Uncover the Value• Who benefits

• Corporate strategy

• Lean

• Objectives & goals

• Measuring

Who benefits?

Shareholder

Customer

User

Porter’s Five Forces

Business Model Canvas

Measure Shareholder ValueBenefi

ts Costs

Revenue

Growth

Reduce costs

Improve efficiency

Project

Marketing & Operations

Opportunity cost

Measure User Value• Customer Satisfaction

• Net Promoter

• Substitutes

“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”

-- Zig Ziglar

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Stakeholder

Value

Identify Stakeholders

Decision makers

Influencers

• Your boss• Your boss’ boss• CEO

• Sales• Marketing• Engineering• Customer support• Operations

• Colleagues

Find Allies

"Geography has made us neighbors. History has made us friends. Economics has made us partners, and necessity has made us allies."

-- John F. Kennedy

Consider Motivation• Revenue

• Growth

• Reduce costs

• Improve efficiency

• Visibility

• Status

• Influence

• Success

• Credibility

Stakeholders

"We have two ears and one mouth so that we can listen twice as much as we speak."

-- Epictetus

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Stakeholder

Value

Communicate the value

“Everyone lives by selling something.” -- Robert Louis

Stevenson

Selling It• Formulate

• Structure

• Deliver

Take AIM

• Audience

• Intent

• Message

Make Your Point Early

Source: http://blog.iqpolls.com/en/posts/460-attention-span-your-chance-to-keep-your-audience-interested

… And Often

Source: http://blog.iqpolls.com/en/posts/460-attention-span-your-chance-to-keep-your-audience-interested

Be ready

Adapt

“A mediocre idea that generates enthusiasm will go further than a great idea that inspires no one.”

-- Mary Kay Ash

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Stakeholder

Value

Resources

Business Model GenerationAlex Osterwalder

Ash Mauryaleanstack.comRunning Lean

Guide to PresentationsMary Munter, Lynn Russell

Porter’s Five ForcesMichael Porter

Connect

https://www.linkedin.com/in/jonathanberg2