What You Need To Know To Be A Great Product Innovator

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Today’s Speaker
Moderator:
Hector Del Castillo, CPM, CPMM @hmdelcastillo
Presenter:
Chad McAllister, PhD
Innovation Hacker
chad@TheEverydayInnovator.com
www.linkedin.com/in/chadmcallister
www.TheEverydayInnovator.com
www.ProductInnovationEducators.com

WHAT YOU NEED TO KNOW TO BE
A PRODUCT DEVELOPER, MANAGER,
AND INNOVATOR

THANK YOU FOR PARTICIPATING!
EVERYONE – RECEIVE PRODUCT INNOVATION EBOOK…

Every person in a product role
should know
the 3-part innovation model
because it creates
market-winning products

WHY YOU NEED TO KNOW THE 3-PART MODEL
It provides scaffolding
It emphasizes the right
work at the right time
It clarifies roles
1
2
3

SETTING THE STAGE – WHY TALK ABOUT THIS NOW
1. Interviews
2. Product management matters
3. Who needs the innovation model

SETTING THE STAGE - INTERVIEWS
RV road trip + interviewing innovators,
product professionals, and business owners
Blog: www.TheEverydayInnovator.com

INTERVIEWS – HEDGEHOG PRINCIPLE
Innovation ?

PRODUCT MANAGEMENT: MATTERS, BIG TIME
“Because the purpose of business is to
create a customer, the business enterprise
has two—and only two—basic functions:
marketing and innovation.
Marketing and innovation produce results;
all the rest are costs.”
–Peter Drucker
Source: The late Peter Drucker, widely considered the
most influential business thinker yet

PRODUCT MANAGEMENT: TITLES
– Product Manager
– Business Analyst
– Development Manager
– Engineer
– Product Manager
– Product Marketing Manager
– Product Owner
– Program Manager
– Project Manager
– User Experience Professional
– Other
Source: The Study of Product Team Performance,
2013, by Actuation Consulting

POLL: WHAT IS YOUR CURRENT TITLE?
a) Product Manager or Product Marketing Manager
b) Business Analyst
c) Developer/Engineer
d) Project Manager
e) Other

Product Management: Influence
• Last 7 Proctor & Gamble CEOs
• Steve Ballmer, CEO Microsoft
• Marissa Mayer, CEO Yahoo
• David Filo, co-founder of Yahoo!
• Scott Cook, founder of Intuit
• Marc Andreessen, co-founder of
Netscape
• Jeff Bezos, founder of Amazon
• Steve Case, co-founder of AOL
• Michael Dell, founder of Dell
• Larry Ellison, co-founder of Oracle
• Bill Gates, co-founder of Microsoft
• Steve Jobs, co-founder of Apple
• Pierre Omidyar, founder of eBay
• Larry Page, co-founder of Google
• David Packard, co-founder of HP
• Fred Smith, founder of FedEx

Product Management: Influence
• Last 7 Proctor & Gamble CEOs
• Steve Ballmer, CEO Microsoft
• Marissa Mayer, CEO Yahoo
• David Filo, co-founder of Yahoo!
• Scott Cook, founder of Intuit
• Marc Andreessen, co-founder of
Netscape
• Jeff Bezos, founder of Amazon
• Steve Case, co-founder of AOL
• Michael Dell, founder of Dell
• Larry Ellison, co-founder of Oracle
• Bill Gates, co-founder of Microsoft
• Steve Jobs, co-founder of Apple
• Pierre Omidyar, founder of eBay
• Larry Page, co-founder of Google
• David Packard, co-founder of HP
• Fred Smith, founder of FedEx
…your name here…

Who Needs the Innovation Model
Employees moving into a
product role.

Who Needs this Information
Employees moving into a
product role.
CEOs, leaders, and
managers responsible for
products

Poll: Which best describes your situation?
a) Would like to move into a product role
b) Currently in a product role for 1 year or less
c) Have been in a product role for more than 1 year
d) Responsible for supporting several products

SETTING THE STAGE – WHY TALK ABOUT THIS NOW
Interviews – product development, management, and
innovation
Product management matters – now more than ever
Who needs the innovation model – product teams and
leaders

SCAFFOLDING…FRAMEWORK1

FRAMEWORK
3-Part Innovation Model

“Eureka” moments are guided through the Managed
Front End, resulting in viable product concepts.

Product concepts take shape in New Product
Development through a structured process and
eventually transform into products that can then be
launched to a market.

Once in the market, available to customers, the
product manager focuses on maximizing the
product’s performance through the Product
Lifecycle

3-Part Innovation Model

RIGHT WORK AT RIGHT TIME2

GENERATING IDEAS

GENERATING IDEAS
Structure + Process + Inspiration

GENERATING IDEAS
• Classic Ideation
– Is there a critical need for the product?
– Is it a product idea you're excited about?
• What happened
– 1700 individual contributions
– 35 well-formed concepts emerged
– Viability ranking: "Can our organization do this?"
– Top 20 concepts ranked on two dimensions: (1) excitement for the
concept, and (2) feasibility for the organization
– Supporters ranked the concepts by: (1) critical need for the product,
and (2) willingness to provide financial support for the project.

LEARN, MEASURE,
BUILD, MEASURE, LEARN

RIDE THE WAVE

POLL: IF YOU COULD ONLY WORK IN ONE AREA?
a) Managed Front End
b) New Product Development
c) Product Life Cycle
d) Other

CLARIFIES ROLES3

PRODUCT MANAGEMENT MATTERS: TITLES
– Product Manager
– Business Analyst
– Development Manager
– Engineer
– Product Manager
– Product Marketing Manager
– Product Owner
– Program Manager
– Project Manager
– User Experience Professional
– Other
Source: The Study of Product Team Performance,
2013, by Actuation Consulting

NUMEROUS ROLES IN PRODUCT INNOVATION
(Trias De Bes & Kotler, 2011)
A
Activators
B
Browser
C
Creators
D
Developers
E
Executors
F
Facilitators
Top management
(GM or Chief
Innovation officer)
Market research
department
Advertising
agency
R&D Current marketing
department (shared
team)
Top management
(GM or Chief
innovation officer)
Employees Market research
supplies
Creativity
agency
New products
department
Current sales department
(shared team)
Financial director
Suppliers Sociologists Marketing Operations Dedicated marketing
team
New projects
committee
Distributors Marketing Creative
types
Manufacturing New division Chief innovation
officer
Clients Sales R&D External
suppliers
New company Board
Investors Opinion leaders Clients Marketing Third party alliances Shareholders
See “Winning at Innovation” by Trias De Bes and Kotler
for the complete table.

How to Learn More
What
• Provides foundation of
product development,
management, and
innovation.
• Shows how successful
teams develop new
products consumers love.

How to Learn More
Who
• Moving into product
development, management, or
innovation role
• Leader of a development group
• Better understand the
discipline of product
management

How to Learn More
Why
• Interviews, teaching,
training
• Not proprietary
• Reflects body of knowledge
• Short, concise guide –
practical information

How to Learn More
Praise
"This guide is a must-have for
everyone entering the field of
product development and
management. Experienced product
managers will also find it helpful to
their success. It distills complicated
innovation concepts into a simple-
to-apply framework. If you want to
know what product managers
should be doing, start with this
book." - Therese Padilla. President of
the Association of International
Product Marketing & Management
(AIPMM).

Speaker Info:
• Bio on LinkedIn…
– Electrical Engineering
– Software Development
– Project Manager
– Product Manager
– Project, Product, Innovation Certifications
(PMI, PDMA, AIPMM)
– PhD – Requirements and Expectations
– Educator
– www.ProductInnovationEducators.com

Q & A
Moderator:
Hector Del Castillo, CPM, CPMM @hmdelcastillo
Presenter:
Chad McAllister, PhD
Innovation Hacker
chad@TheEverydayInnovator.com
www.ProductInnovationEducators.com

Upcoming Courses
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AIPMM is offering several scholarships to these courses to reach
those who are serious about learning skills to lead innovation
efforts, but have budget constraints. For more information visit:
http://bit.ly/CILCourse.

Download Your Free Copy
Get it Free Today Only(Apr 25, 2014)
• http://www.amazon.com/Turning
-Ideas-into-Market-Winning-
Products-ebook/dp/B00J7A6IB4
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What You Need To Know To Be A Great Product Innovator

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