There is often a wide gap between the priorities of projects within the development organization, the priority of the project in the view of the overall business, and the priority of the project in the eyes of the requester. "I look at the Product Manager's job to run down the objective signals throughout the company, synthesize/distill them, and then use those signals to inform product decisions. Our big thing is that you can tell a lot more about how things are going from the information streams (or lack thereof) than from process management in itself," says Joe Stump, CEO, Sprint.ly 3 Day SF Product Innovation Leader: February 5,6,7 includes 2 day intensive, CIL credential, exam, and Summit Register: http://bit.ly/W0Tyor Become a Product Leader! 2 Day Intensive: Product Innovation Leadership February 5 & 6, San Francisco http://www.aipmm.com/html/certification/strategic-innovation.php Startup Product Summit Discover how to work together to develop amazing products. February 7, 2013, San Francisco startupproduct.com Register now! http://productsummit.eventbrite.com info@startupproduct.com Subscribe to updates: http://bit.ly/WtN2oY AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php Moderated by Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk @ProdMgmtTalk http://www.prodmgmttalk.com http://bit.ly/nbw9Yr

1. AIPMM Webinar Series
http://www.aipmm.com
© AIPMM 2013
Friday, February 1, 13

2. © AIPMM 2013 http://www.aipmm.com
Friday, February 1, 13

3. © AIPMM 2013 http://www.aipmm.com
Friday, February 1, 13

4. Founded 1998
Largest Product Management professional
group
Provides professional development , training
and certification
• Certified Product Manager
• Certified Product Marketing Manager
• Agile Certified Product Manager
•Certified Innovation Leader
© AIPMM 2013
Friday, February 1, 13

5. Today’s Speakers
Moderator:
Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk
Producer, Startup Product Summit http://startupproduct.com
@cindyfsolomon @ProdMgmtTalk @startupproduct
Presenter:
Joe Stump
Co-Founder, Sprint.ly
© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
Friday, February 1, 13

6. Stay on To Win!
•Keep your Chat box open!
•Post your Questions in the Questions box during
the session for Joe to answer during the Q&A at the
end!
Participants who ask questions will be entered into
the drawings to win 6 Months Free Access to
Sprint.ly AND free ticket to the San Francisco
Startup Product Summit!
All Winners will be announced at the end of the
session!
© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
Friday, February 1, 13

7. Product Innovation Leader
February 5, 6, 7, 2013 8:30 AM - 5:00 PM Special Package Price: $1797.00
Product Innovation Leadership Training February 5 & 6, 2013 / 8:30 AM - 5:00 PM
The course includes 2 Day Intensive Training ($1697 value), Certified Innovation
Leader (CIL®) certification exam fee ($395 value), and a 1 year premium AIPMM
membership ($175 value). This course also offers 16 PDUs for PMI® certified Project
Management Professionals (PMP®).
http://aipmm.myshopify.com/
Startup Product Summit February 7, 2013 / 8:30 AM - 5:30 PM
1-Day Conference: Discover how to work together to develop amazing products.
($349 value) bringing together everyone who touches product at a company to talk
frankly with a healthy mix of product managers, engineers, marketers and designers
speaking from their experiences about products from every angle, including
prototyping, roadmapping and marketing. Additional PDUs available. http://
startupproduct.com
Startup Product Talks February 7, 2013 6:30 PM – 10 PM
San Francisco meetup networking event included as part of Developer Week
($10+ value includes refreshments, beer & wine)
© AIPMM 2013 @AIPMM #prodmgmt http://www.aipmm.com
Friday, February 1, 13

8. FEATURED PRESENTATION
© AIPMM 2013 http://www.aipmm.com
Friday, February 1, 13

9. Informing Product
Decisions: How To Move
Faster With Less Process
Joe Stump, CEO of Sprint.ly
Friday, February 1, 13

10. • Early employee at three startups ranging
from bootstrapped to venture funded.
• Angel investor in three startups.
• Advisor to seven venture funded startups.
• Cofounder of three venture funded
startups (SimpleGeo, attachments.me, &
Sprint.ly).
Friday, February 1, 13

11. About Joe Stump
• Early employee at three
startups ranging from
bootstrapped to venture
funded.
• Angel investor in three
startups.
• Advisor to seven venture
funded startups.
• Cofounder of three venture
funded startups (SimpleGeo,
attachments.me, & Sprint.ly).
• @joestump or joe@stu.mp
Friday, February 1, 13

12. Warring Factions
Friday, February 1, 13

13. Business
PMs Makers
Stakeholders
Faction A Mediators Faction B
Friday, February 1, 13

14. Check Your Ego
Friday, February 1, 13

15. EVERYONE IN YOUR
COMPANY IS
CAPABLE OF
HAVING A GREAT
IDEA.
Friday, February 1, 13

16. Business Stakeholders
Friday, February 1, 13

17. Quickly
Correctly Cheaply
Friday, February 1, 13

18. YOU CAN’T HAVE
YOUR CAKE AND
EAT IT TOO.
Friday, February 1, 13

19. “Want to increase
innovation? Lower the cost
of failure.”
Joi Ito
Friday, February 1, 13

20. ALLOW ENGINEERS
TO INVEST IN
AUTOMATION &
TESTING.
Friday, February 1, 13

21. Why?
• Iterating on your product is all about
shortening feedback loops
• Continuous deployment allows you to ship
on code commit
• Automated testing allows for aggressive
refactoring with confidence
Friday, February 1, 13

22. “The best products in
the world start out as
features.”
Kevin Systrom, CEO of Instagram
Friday, February 1, 13

23. Implementing vision
takes time
Inception Your brain
Funding v1.0
Friday, February 1, 13

24. Questions?
Friday, February 1, 13

25. Makers
Friday, February 1, 13

26. “You should get a CS
degree. It's the only degree
that automatically makes you
an expert on politics,
finance, religion, and
economics.”
@thejayfields
Friday, February 1, 13

27. MAKERS ARE NOT
EXPERTS IN SALES,
MARKETING, NOR
BUSINESS
DEVELOPMENT.
Friday, February 1, 13

28. A Sampling of Non-
Technical Product TODOs
• Financial model creation for
pricing
• Messaging
• Documentation
• Customer development
• Copywriting
• Screencasts & Videos
• Marketing plan for launch • Marketing materials
• Public relations • Capturing requirements
• Support • Business development
• Community development • Funnel analysis
• Sales training • Market research
• Managing beta testers • Blog announcement
• Contract negotiation • Newsletter announcement
Friday, February 1, 13

29. SIMPLEGEO’S
PRODUCT LAUNCH
CHECKLIST HAD 41
NON-ENGINEERING
ITEMS ON IT.
Friday, February 1, 13

30. Friday, February 1, 13

31. Friday, February 1, 13

32. Friday, February 1, 13

33. ENGINEERS ARE NOT
DESIGNERS.
(SERIOUSLY. THAT IS
UGLY.)
Friday, February 1, 13

34. DEVELOPERS ARE NOT
THE TARGET CUSTOMER.
(NO, REALLY, NOBODY
CARES ABOUT
KEYBOARD
SHORTCUTS.)
Friday, February 1, 13

35. “Focus on the problem. If
you’re only excited about the
solution, you’ll lose interest
when your solution doesn’t fix
the problem. ”
Adil Wali, CTO of ModCloth
Friday, February 1, 13

36. Questions?
Friday, February 1, 13

37. Delivering Product
Friday, February 1, 13

38. “If you’re not embarrassed
when you ship your first
version you waited too
long.”
Reid Hoffman, Founder of LinkedIn
Friday, February 1, 13

39. Product is Trench Warfare
Friday, February 1, 13

40. BE MILITANT IN
YOUR MINIMALLY
VIABLE PRODUCT
(MVP).
Friday, February 1, 13

41. Approaching Product
1. Focus on a single use case that addresses
the problem
2. Start with a minimal core set of features
3. Release and listen to your users
4. Question your initial assumptions based on
feedback
5. Rinse and repeat
Friday, February 1, 13

42. Iterating on Your
Product
1. Have a great idea
2. Wireframe in Balsamiq (or whatever)
3. Designer creates a static mockup
4. Static mockup is thrown “over the wall” to
engineering to implement
Friday, February 1, 13

43. Seriously?
Friday, February 1, 13

44. Oh, whoops.
• Turns out static mockups are ... static
• Engineers implement it only to find out the
UX is terrible
• Engineering is unable to implement critical
features
Friday, February 1, 13

45. INVOLVE
ENGINEERING IN
THE PRODUCT
DESIGN PROCESS.
Friday, February 1, 13

46. Why would I do that?
• Nobody knows your data better than your
engineers
• You likely aren’t an expert at data
algorithms
• They are your company’s best technologists
Friday, February 1, 13

47. Iterating the Yardsale
Way™
1. Choose guiding rules based on the problem
2. Have a great idea
3. Wireframe in Balsamiq (or whatever)
4. Engage engineering to build a vanilla prototype (e.g.
Default Bootstrap or iOS/Android UI components)
5. Play, tweak, rinse, repeat
6. Once UX is nailed have a designer polish to
perfection
Friday, February 1, 13

48. Promote
Ownership
Yay!
Friday, February 1, 13

49. Why is this better?
• Designer’s time is not lost on features that
are not shippable
• Timelines will not be disrupted by
unforeseen technical hurdles
• Avoids angering the engineers
Friday, February 1, 13

50. Process Interrupts
Friday, February 1, 13

51. PRODUCTS ARE
EITHER DATE-
DRIVEN OR
FEATURE-DRIVEN.
Friday, February 1, 13

52. Non-Blocking Development
(NBD)
1. No sprints, milestones, or dates are tracked by
engineering
2. Items are scored, velocity is tracked
3. Each developer works on an item to
completion in a feature branch
4. Pull request via GitHub for review
5. Feature deployed immediately upon approval
via continuous deployment
Friday, February 1, 13

53. Why is this better?
• Shares reactive qualities of Kanban
• Velocity metrics allow you to do reasonable
capacity planning
• Features ship in real-time as they’re
completed
Friday, February 1, 13

54. “You can’t ship process.”
VP of Product, Live Nation Labs
Friday, February 1, 13

55. Questions?
Friday, February 1, 13

56. About Joe Stump
• Early employee at three
startups ranging from
bootstrapped to venture
funded.
• Angel investor in three
startups.
• Advisor to seven venture
funded startups.
• Cofounder of three venture
funded startups (SimpleGeo,
attachments.me, & Sprint.ly).
• @joestump or joe@stu.mp
Friday, February 1, 13

57. Please Join Us Again!
AIPMM Webinar Series: Friday Feb 15
DIFFERENCES BETWEEN PROJECT MANAGEMENT & PRODUCT MANAGEMENT
http://aipmm.com/aipmm_webinars/
Global Product Management Talk Monday Feb 4 w/ Mariya Yao Product
Strategist
http://www.blogtalkradio.com/prodmgmttalk
++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
3 Day Product Innovation Training, Certification Credential & Conference
San Francisco, CA
PRODUCT INNOVATION LEADER STARTUP PRODUCT SUMMIT
http://aipmm.myshopify.com/ startupproduct.com
February 5 & 6, 2013 February 7, 2013
+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
++++++++++++++
Stay Informed!
© AIPMM 2013 @AIPMM http://
www.aipmm.com
Friday, February 1, 13