Category Archives: Product Management

Articles that relate to product management, or are of particular interest to product managers.

You Won’t Believe What These Five Lenses Can Show You About Your Product

three priorities of product management - desirability, feasibility, viability

Fundamentally, product management requires you to assess, synthesize, and prioritize the needs which drive the creation of your product in the context of three main objectives: desirability, viability, and feasibility.  While laudable, these objectives are too abstract to be actionable.  That’s where the five lenses come in (I could not resist the Buzzfeed-styled title).

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Features do not a Product Roadmap Make

list of features

Last month, Mike Smart of Egress Solutions and I gave a webinar for Pragmatic Marketing on product roadmapping when working in agile environments. We had a great turnout of over 1500 people in the session – with not nearly enough time to answer all of the questions.

One attendee asked, “Please explain how a prioritized list of features is not a roadmap?

A fantastic question, which we did not see in time to answer during the call.

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You Don’t Know Jack (or Jill)

Candles

You’ve got some shiny new segmentation data about prospective customers; how much they earn, where they are located, how old they are. How does that help you make decisions about your product? You know this information, but you don’t really know your audience, or why they might become your customers.

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Why Not What – An Example

Obscenely complicated WW2 U-Boat controls

Forbes quoted Steve Jobs as saying “I’m as proud of what we don’t do as I am of what we do.”  This is a really enlightened perspective – and a way to enforce focus from the top down.  Before you can drive a “this goal is more important than that goal” focus, you have to make sure you’re actually focusing on the goals.

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Opposite Views of a Product Roadmap

Spinning cat optical illusion - different people see it spinning in opposite directions, some people can switch

Your product roadmap is a view of what you are building right now, in the near future, and in the more distant future.  Or is your roadmap a view of why you are building whatever you’re building right now, in the near future, and in the more distant future?

Your roadmap is both – but one is more important than the other – and product managers need to be able to view the roadmap both ways.

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Classifying Market Problems

amphicar

Theodore Levitt may have developed the whole product model to help companies compete more effectively with their products.  We wrote about the whole product game based on Mr. Levitt’s work.  Recently, I’ve been using a variant of this model as a way to view a product and upcoming roadmap items.  It is a powerful way to share a perspective on your product with the rest of the team, and frame conversations about where best to invest.

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