1. “Product
Brain,
So/ware
Brain”
A
Story
in
Quadrants
David
Quimby
/
Chandra
Kallakuri
Product
Camp
MN
10/19/13
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
1

2. Converging
Toward
the
Magic
Quadrant
Project
Model
Nonlinear
Methodology
Product
Model
So#ware
Engineering
(current
state)
Product
Development
/
So#ware
Engineering
(future
state)
Linear
Methodology
Product
Development
(current
state)
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
2

3. En;ty
Model
A9ribute
Project
Model
Product
Model
focus
delivery
speed
Jme
to
market
customer
/
market
/
business
(growth
/
cost
/
profitability)
responsibility
technical
organizaJon
business
organizaJon
accountability
mulJple
single
scope
/
Jmeline
defined
undefined
collaboraJon
discrete
/
funcJonal
integrated
/
cross-­‐funcJonal
orientaJon
internal
external
typical
metrics
Jmely
delivery
accuracy
/
precision
cost
/
variance
Jme
to
market
product
profitability
market
share
user
experience
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
3

4. Process
Methodology
A9ribute
Linear
Methodology
Nonlinear
Methodology
organizing
principle
scope-­‐based
(fixed
scope
/
variable
schedule)
schedule-­‐based
(fixed
schedule
/
variable
scope)
rhythm
monolithic
(single-­‐cycle)
iteraJve
/
incremental
(mulJ-­‐cycle)
funcJonal
orientaJon
serial
(funcJonal
/discrete)
parallel
(cross-­‐funcJonal
/
integrated)
documentaJon
weight
/
emphasis
heavy
light
goal
accuracy
/
precision
speed
/
flexibility
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
4

5. so1ware
engineering
Individual
Configura;ons
10
0
0
“Product
Brain,
So1ware
Brain”
10
©
2013
Adap;ve
Avenue
Associates,
Inc.
product
development
5

6. so1ware
engineering
Organiza;onal
Configura;ons
10
0
0
“Product
Brain,
So1ware
Brain”
10
©
2013
Adap;ve
Avenue
Associates,
Inc.
product
development
6

7. “Normal”
Configura;on
for
SE
and
PD
current
state
process
methodology
10
nonlinear
not
effec;ve
/
efficient
(not
do
the
right
things
/
do
the
things
right)
not
effec;ve
/
not
efficient
(not
do
the
right
things
/
not
do
the
things
right)
linear
effec;ve
/
efficient
(do
the
right
things
/
do
the
things
right)
effec;ve
/
not
efficient
(do
the
right
things
/
not
do
the
things
right)
0
0
product
project
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
10
en;ty
model
7

8. “Normal”
Configura;on
for
SE
and
PD
historical
/
futuris;c
path
process
methodology
10
nonlinear
linear
0
0
product
project
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
10
en;ty
model
8

9. Organiza;onal
Configura;ons
for
SE
and
PD
current
state
process
methodology
10
nonlinear
linear
0
0
product
project
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
10
en;ty
model
9

10. Organiza;onal
Configura;ons
for
SE
and
PD
historical
/
futuris;c
path
process
methodology
10
nonlinear
linear
0
0
product
project
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
10
en;ty
model
10

11. En;ty
Model
A9ribute
Project
Model
Product
Model
focus
delivery
speed
Jme
to
market
customer
/
market
/
business
(growth
/
cost
/
profitability)
responsibility
technical
organizaJon
business
organizaJon
accountability
mulJple
single
scope
/
Jmeline
defined
undefined
collaboraJon
discrete
/
funcJonal
integrated
/
cross-­‐funcJonal
orientaJon
internal
external
typical
metrics
Jmely
delivery
accuracy
/
precision
cost
/
variance
Jme
to
market
product
profitability
market
share
user
experience
terminate
iniJate
“gap
analysis”
between
current
state
/
future
state
“change
management
plan”:
idenJfy
two
specific
behaviors
to
iniJate
or
terminate
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
11

12. Process
Methodology
A9ribute
Linear
Methodology
Nonlinear
Methodology
organizing
principle
scope-­‐based
(fixed
scope
/
variable
schedule)
schedule-­‐based
(fixed
schedule
/
variable
scope)
rhythm
monolithic
(single-­‐cycle)
iteraJve
/
incremental
(mulJ-­‐cycle)
funcJonal
orientaJon
serial
(funcJonal
/discrete)
parallel
(cross-­‐funcJonal
/
integrated)
documentaJon
weight
/
emphasis
heavy
light
goal
accuracy
/
precision
speed
/
flexibility
terminate
iniJate
“gap
analysis”
between
current
state
/
future
state
“change
management
plan”:
idenJfy
two
specific
behaviors
to
iniJate
or
terminate
“Product
Brain,
So1ware
Brain”
©
2013
Adap;ve
Avenue
Associates,
Inc.
12