Aug 15: Maintaining a Product Road Map w/Matt Howell

Transcript from Aug 15/16, 2011:
Maintaining a Product Road Map
Global Product Management Talk with Matt Howell, Product Manager, WBIE
http://www.prodmgmttalk Subscribe: http://bit.ly/ouZN8J FB: http://on.fb.me/ncKUD8
Listen to speaker & co-hosts! http://www.blogtalkradio.com/prodmgmttalk

According to Matt Howell, “This session will be an open discussion to uncover best practices in roadmap
maintenance, with the goal of surfacing new successful patterns among the variety of industries
represented by #ProdMgmtTalk's community.”

Questions for Discussion:

Q1 Where to start in defining a roadmap for a new product?

Q2 What level of detail is essential for a productive roadmap?

Q3 What is the best format for managing and distributing a roadmap?

Q4 How often should you update your roadmap?

Q5 What is the biggest challenge to integrating your roadmap with the rest of your company's strategy?

Q6: We assumed a Road Map is necessary - is it?

mhowell RT @cindyfsolomon: Join us today! Talk About Maintaining a Road Map
w/ @mhowell http://t.co/bZDR7sV #prodmgmt#prodmgmttalk -3:18 PM Aug 15th, 2011

lmckeogh RT @ProdMgmtTalk: Repercussions from "Know Your Enemy" -
#ProdMgmtTalk: http://t.co/KCOse3d -3:26 PM Aug 15th, 2011

ProdMgmtTalk Listen during live tweeting in 1/2 hr: Maintaining a Product Roadmap w/Matt Howell 08/15
Blog Talk Radiohttp://t.co/mEMfWdP #prodmgmttalk -3:32 PM Aug 15th, 2011

brainmates RT @mhowell: RT @cindyfsolomon: Join us today! Talk About Maintaining a Road Map
w/ @mhowell http://t.co/R3G4vW3#prodmgmt #prodmgmttalk -3:48 PM Aug 15th, 2011

Sponsor us http://bit.ly/gF0Tt3 and visit our sponsor link below!

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Centercode = Better Beta Tests


nickcoster I am about to start chatting about roadmaps in the#prodmgmttalk See http://t.co/QYPSnym -
3:51 PM Aug 15th, 2011

ProdMgmtTalk Never participated in a twitter chat? FAQs -http://t.co/qAlqUPX Join us! #prodmgmttalk -
3:54 PM Aug 15th, 2011

ProdMgmtTalk How to participate in Global Prod Mgmt Talk?http://t.co/m4ujDpo #prodmgmttalk -3:54 PM
Aug 15th, 2011

ProdMgmtTalk Tweeting Best Practices FAQs - http://t.co/TtvJyze#prodmgmttalk -3:54 PM Aug 15th, 2011

ProdMgmtTalk Have a product management related announcement, event, resource? Please direct
message @cindyfsolomon & tweet at end #prodmgmttalk -3:55 PM Aug 15th, 2011

cindyfsolomon RT @ProdMgmtTalk: RT @mhowell: RT@cindyfsolomon: Join us today! Talk About
Maintaining a Road Map w/ @mhowell http://t.co/9B220cU #prodmgmt #prodmgmttalk -3:56 PM Aug
15th, 2011

ProdMgmtTalk See a list of all the twitter chats: 478 and growing! Twitter Chat
Schedule http://t.co/vIU6g24 #prodmgmttalk -3:58 PM Aug 15th, 2011

ProdMgmtTalk Join us now for a #prodmgmttalk TweetChat at:http://t.co/X1yF5yC #prodmgmttalk -3:58
PM Aug 15th, 2011

ProdMgmtTalk Discussion questions from each talkhttp://t.co/bMnKkao Today’s
questions: http://t.co/sapG6I9#prodmgmttalk -3:58 PM Aug 15th, 2011

ProdMgmtTalk Collection of blog postings from community members about product
roadmaps: http://pack.li/2M#prodmgmttalk -3:59 PM Aug 15th, 2011

ProdMgmtTalk Please introduce yourself: where you're tweeting from, your involvement w/product
management when you come in!#prodmgmttalk -3:59 PM Aug 15th, 2011

ProdMgmtTalk This is Cindy, your co-host, tweeting from across the bay from San
Francisco #prodmgmttalk -3:59 PM Aug 15th, 2011

ProdMgmtTalk If you're NOT showing up in twitter search, follow these
instructions http://t.co/Cj7wIvx #prodmgmttalk -4:00 PM Aug 15th, 2011


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ProdMgmtTalk Today: Please follow @mhowell @prodmgmttalk@cindyfsolomon @brainmates and use
hashtag #prodmgmttalk#prodmgmttalk -4:00 PM Aug 15th, 2011

ProdMgmtTalk Our format: we post questions Q1, Q2, Q3 please answer using A1, A2, A3 #prodmgmttalk -
4:00 PM Aug 15th, 2011

ProdMgmtTalk Maintaining a Product Roadmap w/Matt Howell 08/15 by ProdMgmttalk | Blog Talk
Radio http://t.co/mEMfWdP#prodmgmttalk -4:00 PM Aug 15th, 2011

lmckeogh Hi, Larry checking in from Boulder for this afternoon's#prodmgmttalk -4:01 PM Aug 15th, 2011

ProdMgmtTalk Please welcome today's speaker Matt Howell@mhowell Product Manager, at WBIE
gt #prodmgmttalk -4:02 PM Aug 15th, 2011

ProdMgmtTalk Intro speaker Matt Howell @mhowell joining us from Boston area where he just
relocated #prodmgmttalk -4:02 PM Aug 15th, 2011

ProdMgmtTalk @mhowell 15+ years experience in product development, design, & strategy from
healthcare to gaming#prodmgmttalk -4:03 PM Aug 15th, 2011

ProdMgmtTalk @mhowell recently joined Warner Brothers Interactive Entertainment in Boston,
MA #prodmgmttalk -4:03 PM Aug 15th, 2011

ProdMgmtTalk @mhowell previously drove product roadmap for VoxOx.com consumer VOIP
service #prodmgmttalk -4:03 PM Aug 15th, 2011

mhowell Joining @ProdMgmtTalk @cindyfsolomon @brainmates for#prodmgmttalk -4:03 PM Aug 15th,
2011

SonnyJohns RT @nickcoster I am about to start chatting about roadmaps in
the #prodmgmttalk See http://t.co/a331Xmr #pcatx -4:03 PM Aug 15th, 2011

ProdMgmtTalk @mhowell previously Producer w/Sony Online's Platform team, supporting Everquest/II,
Planetside, & Facebook game dev #prodmgmttalk -4:04 PM Aug 15th, 2011

mhowell RT @SonnyJohns: RT @nickcoster I am about to start chatting about roadmaps in
the #prodmgmttalk Seehttp://t.co/bZDR7sV #pcatx #prodmgmttalk -4:04 PM Aug 15th, 2011

ProdMgmtTalk Welcome @SonnyJohns @lmckeogh ! #prodmgmttalk-4:04 PM Aug 15th, 2011


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ProdMgmtTalk @mhowell graduated Loyola Marymount U in LA: BA BizAdmin, 2X major:ComputerIS &
Business Law #prodmgmttalk -4:04 PM Aug 15th, 2011

ProdMgmtTalk Today's resource links for this talk: http://pack.li/2M#prodmgmttalk -4:05 PM Aug 15th,
2011

pete_dudchenko Checking out "Maintaining a Product Roadmap"
by@ProdMgmttalk http://t.co/z3BjI6y #prodmgmttalk -4:06 PM Aug 15th, 2011

nickcoster I am having fun listening to the Audio Channel as well via http://t.co/xMSqFZR #prodmgmttalk -
4:06 PM Aug 15th, 2011

ProdMgmtTalk Welcome @pete_dudchenko @nickcoster#prodmgmttalk -4:06 PM Aug 15th, 2011

brainmates RT @pete_dudchenko: Checking out "Maintaining a Product Roadmap"
by @ProdMgmttalk http://t.co/R3G4vW3#prodmgmttalk -4:06 PM Aug 15th, 2011

baltomel Melanie chatting from Baltimore for #prodmgmttalk#prodmgmttalk -4:07 PM Aug 15th, 2011

ProdMgmtTalk Welcome @baltomel Melanie from Baltimore#prodmgmttalk -4:07 PM Aug 15th, 2011

lmckeogh @nickcoster : yes the chatter adds color to the tweets at the same time. #prodmgmttalk -4:07
PM Aug 15th, 2011

jidoctor jennifer lurking dinner dinner from Minneapolis on#prodmgmttalk -4:07 PM Aug 15th, 2011

ProdMgmtTalk Starting off with Q1 Where to start in defining a roadmap for a new
product? #prodmgmttalk -4:08 PM Aug 15th, 2011

ProdMgmtTalk Welcome @jidoctor #prodmgmttalk -4:08 PM Aug 15th, 2011

ErikaLAndersen Hi all! Erika Andersen from Salt Lake City.#prodmgmttalk -4:08 PM Aug 15th, 2011

lmckeogh @jidoctor what's for dinner? -- and yes I can hear you...#prodmgmttalk -4:08 PM Aug 15th, 2011

ProdMgmtTalk Background: @StewartRogers Roadmap: Product Vision Statement » Strategic Product
Manager http://t.co/dEgV48L #prodmgmttalk -4:08 PM Aug 15th, 2011


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jurylady RT @pete_dudchenko: Checking out "Maintaining a Product Roadmap"
by @ProdMgmttalk http://t.co/z3BjI6y #prodmgmttalk -4:09 PM Aug 15th, 2011

mhowell Q1: For Platform products, you need to balance your internal strategy against the needs
introduced by your customers#prodmgmttalk -4:09 PM Aug 15th, 2011

brainmates Ohhh gosh better keep my silly comments to a minimum RT @lmckeogh: yes I can hear
you... #prodmgmttalk -4:09 PM Aug 15th, 2011

ProdMgmtTalk Welcome @ErikaLAndersen @jurylady #prodmgmttalk -4:09 PM Aug 15th, 2011

rkelly976 I am joining an exciting web event page hosted by @ProdMgmtTalk for #prodmgmttalk
http://t.co/LttZ87h Join us!! -4:10 PM Aug 15th, 2011

jidoctor @lmckeogh simple night because of #prodmgmttalk, bagels & lox for me & @bdoctor -4:10 PM
Aug 15th, 2011

bdoctor Barry from Minneapolis is here now #prodmgmttalk -4:10 PM Aug 15th, 2011

ProdMgmtTalk Welcome @rkelly976 @bdoctor ! #prodmgmttalk -4:10 PM Aug 15th, 2011

brainmates Starting off with Q1 Where to start in defining a roadmap for a new product? #prodmgmttalk -
4:10 PM Aug 15th, 2011

mhowell Welcome @bdoctor @jidoctor @rkelly976 #prodmgmttalk -4:11 PM Aug 15th, 2011

nickcoster RT @ProdMgmtTalk: Q1 Where to start in defining a roadmap for a new

ErikaLAndersen Would you please repost the list of questions?#prodmgmttalk -4:12 PM Aug 15th, 2011

cindyfsolomon Start w/product vision, mission, MRD! A1 Where to start in defining a roadmap for a new

ProdMgmtTalk Discussion questions from each talkhttp://t.co/bMnKkao Today’s
questions: http://t.co/sapG6I9#prodmgmttalk -4:12 PM Aug 15th, 2011


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lmckeogh +1 RT @cindyfsolomon: Start w/product vision, mission, MRD! A1 Where to start in defining a
roadmap for a new product?#prodmgmttalk -4:12 PM Aug 15th, 2011

mhowell RT @cindyfsolomon: Start w/product vision, mission, MRD! A1 Where to start in defining a
roadmap for a new product?#prodmgmttalk -4:12 PM Aug 15th, 2011

bdoctor A1 I start with customer requests filtered by a vision and any tech limitations #prodmgmttalk -4:13
PM Aug 15th, 2011

jidoctor agree w/ @cindyfsolomon, #roadmap def starts when you put together business
case #prodmgmttalk -4:13 PM Aug 15th, 2011

ErikaLAndersen Yes, I'm listening. Great conversation on Blog Talk Radio http://t.co/Tk2WHF8
#prodmgmttalk -4:13 PM Aug 15th, 2011

brainmates RT @jidoctor: agree w/ @cindyfsolomon, #roadmap def starts when you put together business
case #prodmgmttalk -4:13 PM Aug 15th, 2011

nickcoster A1) Need to identify where the product is today and think about where it wants to be in the
future (the vision).#prodmgmttalk -4:14 PM Aug 15th, 2011

ProdMgmtTalk RT @ErikaLAndersen: Yes, Im listening. Great conversation on Blog Talk Radio
http://t.co/mEMfWdP #prodmgmttalk -4:14 PM Aug 15th, 2011

Ycnt_ibdonlyjen There's audio now?! #prodmgmttalk -4:14 PM Aug 15th, 2011

brainmates RT @nickcoster: Need to identify where the product is today and think about where it wants to
be in the future (the vision). #prodmgmttalk -4:14 PM Aug 15th, 2011

ProdMgmtTalk @mhowell talking about platform products that aren't consumer facing #prodmgmttalk -
4:14 PM Aug 15th, 2011

brainmates Yes :) We're on radio RT @Ycnt_ibdonlyjen: Theres audio now?! #prodmgmttalk -4:14 PM Aug
15th, 2011

brainmates RT @ProdMgmtTalk: Great conversation on Blog Talk Radio http://t.co/xpxRwNX

ProdMgmtTalk @Ycnt_ibdonlyjen Blog Talk Radiohttp://t.co/mEMfWdP audio w/ speaker @mhowell and
co-hosts@cindyfsolomon @brainmates #prodmgmttalk -4:15 PM Aug 15th, 2011


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nickcoster A1) (cont) The roadmap will provide the steps (and other factors) that will get the product closer
to meeting it's vision. #prodmgmttalk -4:15 PM Aug 15th, 2011

baltomel Including the problem/issue/need being met. RT@cindyfsolomon: Start w/product vision, mission,
MRD! A1#prodmgmttalk -4:15 PM Aug 15th, 2011

ProdMgmtTalk RT @nickcoster A1) (cont) The roadmap will provide steps (& other factors) that get the
product closer to meeting its vision. #prodmgmttalk -4:15 PM Aug 15th, 2011

mhowell RT @nickcoster: A1) Need to identify where the product is today and think about where it wants
to be in the future.#prodmgmttalk -4:16 PM Aug 15th, 2011

brainmates RT @nickcoster: The roadmap will provide the steps (and other factors) that will get the
product closer to meeting its vision. #prodmgmttalk -4:16 PM Aug 15th, 2011

ErikaLAndersen A1: What if building brand new product? Start with mrd for specific product or /w
roadmap? #prodmgmttalk -4:16 PM Aug 15th, 2011

ibagrak @nickcoster product vision is essential. i think of it as a mini-MRD or MRD precursor that
crystallizes everything#prodmgmttalk -4:16 PM Aug 15th, 2011

cindyfsolomon @mhowell "A1 start w/big picture of product - MRD or vision statement essential for
platform, B2B consumed by external party" #prodmgmttalk -4:17 PM Aug 15th, 2011

brainmates Consider a vision statement before an MRD. RT @ErikaLAndersen: A1: What if building brand
new product? #prodmgmttalk -4:17 PM Aug 15th, 2011

jidoctor @mhowell are there there are different roadmap rules when you are talking services that are NOT
platform products?#prodmgmttalk -4:17 PM Aug 15th, 2011

ProdMgmtTalk Welcome @ibagrak #prodmgmttalk -4:17 PM Aug 15th, 2011

mhowell .@ErikaLAndersen I would suggest that you start with a vision statement, even before the
MRD. #prodmgmttalk -4:17 PM Aug 15th, 2011

PSJournal Right on RT @cindyfsolomon: Start w/product vision, mission, MRD! A1 Where to start in
defining a roadmap for a new product? #prodmgmttalk -4:18 PM Aug 15th, 2011

nickcoster A1) defining the vision can relate to a number of objectives. eg business objectives, customer
outcomes, competitive impacts #prodmgmttalk -4:18 PM Aug 15th, 2011


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jidoctor doesn't matter what the product is, it all starts w/ the biz case that states the prob BEFORE u may
have a clear prod vision#prodmgmttalk -4:19 PM Aug 15th, 2011

ProdMgmtTalk Welcome @PSJournal ! Lots of first timers today - we applaud your
participation! #prodmgmttalk -4:19 PM Aug 15th, 2011

brainmates Acc @mhowell Difference btwn platform product & consumer products. Platform product has
an internal stakeholders as customers #prodmgmttalk -4:19 PM Aug 15th, 2011

bagrak @jidoctor exactly #prodmgmttalk -4:19 PM Aug 15th, 2011

jidoctor @mhowell - humbly disagree, all roadmaps have internal stakeholders/customers BEFORE they go
ext #prodmgmttalk -4:20 PM Aug 15th, 2011

mhowell @jidoctor I think the key here is what stakeholders will consume the service. A service that is
focused externally needs MRDs #prodmgmttalk -4:20 PM Aug 15th, 2011

ErikaLAndersen You should start doing persona research as you're creating the product
vision? #prodmgmttalk -4:20 PM Aug 15th, 2011

brainmates Agree RT @jidoctor: doesnt matter what product is, all starts w/ biz case that states the prob
BEFORE u have clear prod vision #prodmgmttalk -4:20 PM Aug 15th, 2011

ProdMgmtTalk RT @jidoctor: @mhowell - humbly disagree, all roadmaps have internal
stakeholders/customers BEFORE they go ext #prodmgmttalk -4:20 PM Aug 15th, 2011

nickcoster A1) Each bizcase + MRD will describe how the products steps towards the vision. The roadmap
shows these steps with time. #prodmgmttalk -4:20 PM Aug 15th, 2011

bdoctor RT @jidoctor: doesnt mtr what the prod is, it all starts w/ the biz case that states the prob B4 u
may have a clear prod vison #prodmgmttalk -4:20 PM Aug 15th, 2011

jidoctor services need to manage the same as the more traditionally view products, from roadmap process
to mrd to execution #prodmgmttalk -4:21 PM Aug 15th, 2011

mhowell Agreed! RT @ErikaLAndersen: You should start doing persona research as youre creating the
product vision? #prodmgmttalk -4:21 PM Aug 15th, 2011

Ycnt_ibdonlyjen RT @nickcoster: A1) defining the vision can relate to a number of objectives. eg business
objectives, customer outcomes, competitive impacts #prodmgmttalk -4:21 PM Aug 15th, 2011


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ProdMgmtTalk Good points - Moving on Q2 What level of detail is essential for a productive

ElizINTUIT how about participatin in Global#ProductManagementTalk ?! http://t.co/9EPhXZm

ibagrak i tend not to think of internal products as products. product is sthing that is sold, so unless you sell
to other teams..#prodmgmttalk -4:22 PM Aug 15th, 2011

nickcoster RT @ProdMgmtTalk: Q2 What level of detail is essential for a productive roadmap?

ProdMgmtTalk Welcome @ElizINTUIT ! how about participating in Global #Product Management
Talk ?! http://t.co/m4ujDpo #prodmgmttalk -4:22 PM Aug 15th, 2011

jidoctor for clarification, we're only tlkg about the #prodmgmtroadmap here today, right? ('cuz there is
a #prodmktg roadmap as well!) #prodmgmttalk -4:22 PM Aug 15th, 2011

crizzcoxx RT @ProdMgmtTalk: Welcome @ElizINTUIT ! how about participating in
Global #ProductManagementTalk ?! http://t.co/m4ujDpo #prodmgmttalk -4:23 PM Aug 15th, 2011

ErikaLAndersen A2: Using personas, you need clear view of the archtype, goals, needs, etc. Need
immediately? Long term? #prodmgmttalk -4:23 PM Aug 15th, 2011

brainmates Acc @mhowell its impt to add key industry events, show team commitments on the roadmap
as well. #prodmgmttalk -4:23 PM Aug 15th, 2011

mhowell A2: Decisions are often made without all relevant data. I think it is important to track industry
events with your roadmap .#prodmgmttalk -4:24 PM Aug 15th, 2011

ElizINTUIT Jump on an participate in Global #ProdunctManagementTalk ! http://t.co/9EPhXZm

ProdMgmtTalk Welcome @crizzcoxx #prodmgmttalk -4:24 PM Aug 15th, 2011

brainmates @mhowell likes this suggestion RT @ErikaLAndersen: A2: Using personas, you need clear view
of the archtype, goals, needs #prodmgmttalk -4:24 PM Aug 15th, 2011

ErikaLAndersen Clarify: Does the customer need long term or immedately? #prodmgmttalk -4:24 PM Aug
15th, 2011


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ProdMgmtTalk @mhowell sees value to adding personas definitions to roadmap @ErikaLAndersen

mhowell I really like @ErikaLAndersen suggestion of adding Personas! #prodmgmttalk -4:25 PM Aug 15th,
2011

jidoctor i think the roadmap is iterative in detail depending on what u learn as product becomes viable -
from mkt know 2 int 2 ext. #prodmgmttalk -4:26 PM Aug 15th, 2011

brainmates A2: The level of detail on the roadmap depends on the horizon. If its within next 6 months,
need more detail.#prodmgmttalk -4:26 PM Aug 15th, 2011

jidoctor the roadmap grows and changes as you learn more, and is relevant to the diff aud. i never use one
roadmap fit all! #prodmgmttalk -4:26 PM Aug 15th, 2011

ErikaLAndersen @mhowell How do you use a mindmap in creating the roadmap? #prodmgmttalk -4:26 PM
Aug 15th, 2011

nickcoster A2) Idea from #pcampsyd - Time Horizons: Set time horizons to define undserstod levels of detail
vs Time http://t.co/IKpJ77d #prodmgmttalk -4:27 PM Aug 15th, 2011

ProdMgmtTalk A2: there are diff levels of detail on the roadmap for diff stakeholders - not everyone sees
same details - its strategic #prodmgmttalk -4:27 PM Aug 15th, 2011

brainmates Depends on the customer RT @ErikaLAndersen: Clarify: Does the customer need long term or
immedately? #prodmgmttalk-4:27 PM Aug 15th, 2011

baltomel Agree! @brainmates A2 The level of detail on the roadmap depends on the horizon. If its w/in
next 6 months, need more detail #prodmgmttalk -4:27 PM Aug 15th, 2011

jidoctor i have successfuly used 1 for sales (to share out) 1 for execs and 1 for dev - simultaneously. diff aud
= diff details #prodmgmttalk -4:28 PM Aug 15th, 2011

ProdMgmtTalk RT @nickcoster A2) #pcampsyd Time Horizons: Set time horizons 2 define undserstod levels
detail vs Time http://t.co/HMiw7ZI #prodmgmttalk -4:28 PM Aug 15th, 2011

bdoctor @nickcoster Not only time horizons, but also detail level appropriate to the audience - customer,
execs, dev, etc...#prodmgmttalk -4:29 PM Aug 15th, 2011


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mhowell I use mindmaps to trace the complexity between products or other managers prior to building out
my doc @ErikaLAndersen #prodmgmttalk -4:29 PM Aug 15th, 2011

ProdMgmtTalk Moving on: Q3 What is the best format for managing and distributing a

brainmates RT @bdoctor: @nickcoster Not only time horizons, but also detail level appropriate to the
audience - customer, execs, dev, #prodmgmttalk -4:29 PM Aug 15th, 2011

brainmates A3: Acc @mhowell - we tend to resort to excel #prodmgmttalk -4:30 PM Aug 15th, 2011

jidoctor Q3 -doesn't it matter what audience is receiving it? talk with your audience, not AT
them #prodmgmttalk -4:30 PM Aug 15th, 2011

nickcoster A2) re time horizons: TH1- <6 mths, High Detail, High Reliability; TH2- 6-to12 mths, medium
detail, may change, ...#prodmgmttalk -4:30 PM Aug 15th, 2011

ProdMgmtTalk @mhowell A3 "always resort back to excel, no matter what expensive tool is implemented-
# reasons (excel viewed on ipad)" #prodmgmttalk -4:30 PM Aug 15th, 20

brainmates Acc to @mhowell - excel can be viewed on iPad for execs #prodmgmttalk -4:30 PM Aug 15th,
2011

brainmates Agree! RT @jidoctor: Q3 -doesnt it matter what audience is receiving it? talk with your
audience, not AT them #prodmgmttalk -4:30 PM Aug 15th, 2011

ProdMgmtTalk RT @jidoctor: Q3 -doesnt it matter what audience is receiving it? talk with your audience,
not AT them #prodmgmttalk -4:30 PM Aug 15th, 2011

jidoctor q3 - format is less relevant than content, if it's right; if content is wrong, format never
matters #prodmgmttalk -4:30 PM Aug 15th, 2011

brainmates RT @nickcoster: A2) re time horizons: TH1- <6 mths, High Detail, High Reliability; TH2- 6-to12
mths, medium detail, may change #prodmgmttalk -4:31 PM Aug 15th, 2011

pete_dudchenko A3: PPT for us. Better for external presos too .#prodmgmttalk -4:31 PM Aug 15th, 2011

mhowell Q3: Excel has the added bonus of being viewable on an iPad #prodmgmttalk -4:31 PM Aug 15th,
2011


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brainmates Wise words! RT @jidoctor: q3 - format is less relevant than content, if its right; if content is
wrong, format never matters #prodmgmttalk -4:31 PM Aug 15th, 2011

ErikaLAndersen Empathy key here RT @jidoctor: Q3 -doesnt it matter what audience is receiving it? talk
with your audience, not AT them #prodmgmttalk -4:31 PM Aug 15th, 2011

PSJournal @prodmgmttalk Just caught a great tweet from @cindyfsolomon that was worth passing on. Off
to spend time with family. #prodmgmttalk -4:31 PM Aug 15th, 2011

nickcoster A2) (Cont) re time horizons: TH3- 12+ mths, low detail, all subject to change. #prodmgmttalk -
4:31 PM Aug 15th, 2011

jidoctor thanks @mhowell *blushing* #prodmgmttalk -4:32 PM Aug 15th, 2011

ErikaLAndersen @jidoctor listening too! #prodmgmttalk -4:32 PM Aug 15th, 2011

JamievdH @JamievdH checking in from MN via Memphis (layover).#ProdMgmtTalk -4:32 PM Aug 15th,
2011

mhowell @PSJournal Thanks for attending! #prodmgmttalk -4:33 PM Aug 15th, 2011

ProdMgmtTalk Moving on: Q4 How often should you update your roadmap? #prodmgmttalk -4:33 PM Aug
15th, 2011

nickcoster Dang, gotta run to a client meeting.. See you next week.. #prodmgmttalk -4:33 PM Aug 15th,
2011

jidoctor hey #prodmgmttalk - welcome @jamievdH...a good #prodmgmt guy to engage #prodmgmttalk -
4:33 PM Aug 15th, 2011

ProdMgmtTalk Welcome @JamievdH ! Thanks for tuning in! Today’s questions: http://t.co/sapG6I9

jidoctor q4 - depends on how often market, product, and industry change; and how often audience
EXPECTS it #prodmgmttalk -4:34 PM Aug 15th, 2011

mhowell Q4: Tell me what you think, but I think this differs by industry. Quarterly is a given, but in gaming
you need more frequency. #prodmgmttalk -4:34 PM Aug 15th, 2011


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saeedwkhan A4 -- Update your roadmap as often as needed :-)#prodmgmttalk #prodmgmt -4:34 PM Aug
15th, 2011

JamievdH Thx @jidoctor glad to finally join (albeit briefly) #ProdMgmtTalk -4:34 PM Aug 15th, 2011

MindMapTweets RT @mhowell: I use mindmaps to trace complexity prior to building out my
doc @ErikaLAndersen #prodmgmttalk -4:34 PM Aug 15th, 2011

jidoctor there is no set rhythm to an update that can be replicated by all; too many factors to consider that
are unique to co #prodmgmttalk -4:34 PM Aug 15th, 2011

ErikaLAndersen A4: Agile makes a difference. Also where you are in product cycle, like launch, growth,
maturity, etc #prodmgmttalk -4:35 PM Aug 15th, 2011

ProdMgmtTalk Welcome @MindMapTweets #prodmgmttalk -4:35 PM Aug 15th, 2011

brainmates A4: Depends on company & level of #prodmgmtleadership #prodmgmttalk -4:36 PM Aug 15th,
2011

brainmates RT @saeedwkhan: A4 -- Update your roadmap as often as needed :-) #prodmgmttalk
#prodmgmt #prodmgmttalk -4:36 PM Aug 15th, 2011

JamievdH For Q4, as often as necessary. In stable enviro, less frequent than dynamic market/opp
enviro. #ProdMgmtTalk -4:36 PM Aug 15th, 2011

mhowell RT @brainmates: A4: Depends on company & level of #prodmgmt leadership #prodmgmttalk -
4:36 PM Aug 15th, 2011

jidoctor @erikaLAndersen, don't think it's about empathy as much as talking in same language w/ same
goals and objs #prodmgmttalk -4:36 PM Aug 15th, 2011

brainmates RT @JamievdH: For Q4, as often as necessary. In stable enviro, less frequent than dynamic
market/opp enviro. #prodmgmttalk -4:37 PM Aug 15th, 2011

baltomel A4 Definitely driven by industry. For ex: in financial services industry would not need to update as
frequently as quarterly #prodmgmttalk -4:37 PM Aug 15th, 2011

jidoctor but not all roadmaps SHOULD be changed & shared immed, it's about knwoing your timing of the
audience #prodmgmttalk -4:37 PM Aug 15th, 2011


13



ErikaLAndersen that makes sense RT @jidoctor: @erikaLAndersen, dont think about empathy as much as
talking same language w/ same goals/objs #prodmgmttalk -4:37 PM Aug 15th, 2011

mhowell How do you determine a stable environment? @JamievdH #prodmgmttalk -4:37 PM Aug 15th,
2011

pmfoundations RT @rkelly976: I am joining an exciting web event page hosted
by @ProdMgmtTalk for #prodmgmttalk http://t.co/LttZ87h Join us!! -4:37 PM Aug 15th, 2011

brainmates RT @jidoctor: but not all roadmaps SHOULD be changed & shared immed, its about knwoing
your timing of the audience #prodmgmttalk -4:38 PM Aug 15th, 2011

ErikaLAndersen Cracking up at the tax talk on the radio #prodmgmttalk -4:39 PM Aug 15th, 2011

ProdMgmtTalk Welcome @saeedwkhan @pmfoundations ! #prodmgmttalk -4:39 PM Aug 15th, 2011

ProdMgmtTalk Today's questions: Maintaining a Product Road Map w/ @mhowell Matt
Howell http://t.co/euZO46t #prodmgmttalk -4:40 PM Aug 15th, 2011

ProdMgmtTalk Also talking about Massachusetts having dry towns - Aussies would never
survive! #prodmgmttalk -4:41 PM Aug 15th, 2011

ProdMgmtTalk Last question: Q5 What is the biggest challenge to integrating your roadmap with the rest of
your company's strategy? #prodmgmttalk -4:41 PM Aug 15th, 2011

JamievdH @mhowell Stability = mature, predictable or not volatile. We deal in bank regs; used to be stable
now very dynamic .#ProdMgmtTalk -4:41 PM Aug 15th, 2011

mhowell Very exciting :) RT @ErikaLAndersen: Cracking up at the tax talk on the radio #prodmgmttalk -4:41
PM Aug 15th, 2011

ibagrak @ProdMgmtTalk selling it to execs #prodmgmttalk -4:42 PM Aug 15th, 2011

jidoctor Q5 - biggest challenge, no team is on same page at same time w/ same objectives. can't make it all
fit at same time #prodmgmttalk -4:42 PM Aug 15th, 2011

brainmates A5: Ideally the roadmap should be reflective of the company's strategy. #prodmgmttalk -4:42
PM Aug 15th, 2011


14



JamievdH AMEN! RT @jidoctor: but not all roadmaps SHOULD be changed & shared immed, it's about
knwoing your timing of the audience #prodmgmttalk -4:42 PM Aug 15th, 2011

ProdMgmtTalk @mhowell "disruptions to roadmaps often come from 2 places: other PMs or
bizdev" #prodmgmttalk -4:42 PM Aug 15th, 2011

lmckeogh +1 RT @jidoctor: Q5 - biggest challenge, no team is on same page at same time. cant make it all

brainmates Agree RT @JamievdH Stability = mature, predictable or not volatile. We deal in bank regs; used
to be stable now very dynamic. #prodmgmttalk -4:43 PM Aug 15th, 2011

mhowell Q5: I find that the biggest disruptions come from other PMs and business
development #prodmgmttalk -4:43 PM Aug 15th, 2011

jidoctor Q5-it's not about changing to meet other needs, it's that no two teams align at same time with
same future.#prodmgmttalk -4:43 PM Aug 15th, 2011

bdoctor RT @ProdMgmtTalk: @mhowell "disruptions to roadmaps often come from 2 places: other PMs or
bizdev" (& sometimes sales 2) #prodmgmttalk -4:43 PM Aug 15th, 2011

brainmates Q5 What is the biggest challenge to integrating your roadmap with the rest of your company's
strategy? #prodmgmttalk-4:44 PM Aug 15th, 2011

ErikaLAndersen "bizdev" in terms of sales team or what's happening outside your
control? @ProdMgmtTalk @mhowell #prodmgmttalk -4:44 PM Aug 15th, 2011

jidoctor q5-should be about complimentary not integration when looking at roadmaps #prodmgmttalk -
4:44 PM Aug 15th, 2011

wapolanco A5 - #prodmgt personnel have to be skilled in selling. Sell the roadmap and getting teams on
board. #prodmgmttalk -4:44 PM Aug 15th, 2011

ProdMgmtTalk RT @jidoctor: Q5-its not about changing to meet other needs, its that no two teams align at
same time with same future. #prodmgmttalk -4:44 PM Aug 15th, 2011

wapolanco RT @jidoctor: Q5 - no team is on same page at same time w/ same objectives. cant make it all

ProdMgmtTalk Welcome @wapolanco #prodmgmttalk -4:45 PM Aug 15th, 2011


15



brainmates RT @wapolanco: A5 - #prodmgt personnel have to be skilled in selling. Sell the roadmap and
getting teams on board.#prodmgmttalk -4:45 PM Aug 15th, 2011

JamievdH Q5: "Bright shiny objects" are the biggest impediment to roadmap integration. #prodmgmttalk -
4:45 PM Aug 15th, 2011

jidoctor & don't forget 2 include #prodmktg roadmap & #mktgplans which impact strategy-not always
about tech/product plans. think biz! #prodmgmttalk -4:45 PM Aug 15th, 2011

bdoctor RT @JamievdH: Q5: "Bright shiny objects" are the biggest impediment to roadmap
integration. #prodmgmttalk -4:45 PM Aug 15th, 2011

jidoctor @jamievdH - bright, shiny objects are the biggest impediment to #prodmgmttalk! #prodmgmttalk -
4:45 PM Aug 15th, 2011

wapolanco Agreed. Distractions = worst enemy RT @JamievdH: Q5: "Bright shiny objects" are the biggest
impediment to roadmap integration. #prodmgmttalk -4:46 PM Aug 15th, 2011

mhowell We call it SOS Shiny Object Syndrome RT @JamievdH: "Bright shiny objects" are the biggest
impediment to roadmap integration. #prodmgmttalk -4:46 PM Aug 15th, 2011

brainmates RT @wapolanco: Agreed. Distractions = worst enemy to roadmaps #prodmgmttalk -4:46 PM
Aug 15th, 2011

jidoctor avoiding feature creep is one element of why to create but main reason is to align direction with
business #prodmgmttalk -4:47 PM Aug 15th, 2011

cindyfsolomon Is SOS a sensitive spot? We all have our war stories... #prodmgmttalk -4:47 PM Aug 15th,
2011

ErikaLAndersen Does having a clear idea of users/personas help reduce SOS? #prodmgmttalk -4:48 PM Aug
15th, 2011

ProdMgmtTalk New Q: Q6: we assumed a Road Map is necessary - is it? #prodmgmttalk -4:48 PM Aug 15th,
2011

mhowell RT @jidoctor: avoiding feature creep is one element of why to create but main reason is to align
direction with business #prodmgmttalk -4:48 PM Aug 15th, 2011


16



jidoctor a prod roadmap may not be necessar, but a statement of direction IS #prodmgmttalk -4:48 PM Aug
15th, 2011

ErikaLAndersen RT @jidoctor: avoiding feature creep is one element of why to create but main reason is to
align direction with business #prodmgmttalk -4:48 PM Aug 15th, 2011

wapolanco Challenge: Get tech teams to understand business/value prop and getting biz side to
understand tech limitations/capabilities #prodmgmttalk -4:49 PM Aug 15th, 2011

ProdMgmtTalk RT @jidoctor: a prod roadmap may not be necessar, but a statement of direction
IS #prodmgmttalk -4:49 PM Aug 15th, 2011

jidoctor w/o direction, we don't know where we are heading #prodmgmttalk -4:49 PM Aug 15th, 2011

JamievdH Agree! Top-down helps/hurts most! RT @saeedwkhan: Q5 - biggest challenge is having a clear
and stable company strategy. :-) #prodmgmttalk -4:49 PM Aug 15th, 2011

saeedwkhan Q5 - biggest challenge is having a clear and stable company strategy. :-) i.e. some companies
change strategies too often #prodmgmttalk -4:49 PM Aug 15th, 2011

ErikaLAndersen Need a clear vision, but not necessarily steps to get there. RT @jidoctor: a prod roadmap
may not be necessar...#prodmgmttalk -4:49 PM Aug 15th, 2011

ibagrak @ProdMgmtTalk that's one of the ways you communicate your plans to the customer
base! #prodmgmttalk -4:49 PM Aug 15th, 2011

jidoctor a statement includes a goal and end objective (where we commit to be), a roadmap includes more
details #prodmgmttalk -4:50 PM Aug 15th, 2011

lmckeogh A6: Yes. Provides an artifact that is visible to everyone. W/ that in place you can adjust as
needed. W/O its too fungible #prodmgmttalk -4:50 PM Aug 15th, 2011

haigtweets @prodmgmttalk A6: IMHO, absolutely. #prodmgmttalk #prodmgmt -4:50 PM Aug 15th, 2011

jidoctor +1 @saeedwkhan: Q5 - biggest chlng is having a clear & stable company strategy. :-) i.e. some cos
change strategies 2 often #prodmgmttalk -4:50 PM Aug 15th, 2011

JamievdH Q6: to hammer something from @jidoctor Depends on the customer. Big B2B requires roadmap
for buying and capitalization #prodmgmttalk -4:52 PM Aug 15th, 2011


17



mhowell A6: A roadmap is needed to set the focus for other functional teams in the company. MarCom, PR,
exec, etc.#prodmgmttalk -4:52 PM Aug 15th, 2011

jidoctor knew I liked you @JamievdH ! yes, it's about the market & audience! #prodmgmttalk -4:53 PM Aug
15th, 2011

lmckeogh A6: The roadmap is mktg collateral to all the prod stakeholders. Nothing worse than a vision in
your head but no one else's #prodmgmttalk -4:53 PM Aug 15th, 2011

bdoctor RT @JamievdH: Q6: to hammer something from @jidoctor Depends on the cust. Big B2B requires
roadmap for buying & capitalization #prodmgmttalk -4:53 PM Aug 15th, 2011

brainmates A6: Market growth requires some sort of plan. Roadmaps are essentially plans for growth. So
yeah! We need one #prodmgmttalk -4:53 PM Aug 15th, 2011

ProdMgmtTalk Welcome @haigtweets #prodmgmttalk -4:53 PM Aug 15th, 2011

jidoctor @mhowell, other teams have own plans w/ own inputs. the prod one is just 1 element. don't
assume its importance is same 4 all #prodmgmttalk -4:53 PM Aug 15th, 2011

JamievdH #prodmgmttalk can be best summed up with "it depends". ;) -4:54 PM Aug 15th, 2011

ProdMgmtTalk @mhowell "A lot of times roadmap required for generating investment capital for
staratups" #prodmgmttalk -4:54 PM Aug 15th, 2011

brainmates RT @mhowell: A6: A roadmap is needed to set the focus for other functional teams in the
company. MarCom, PR, exec, etc. #prodmgmttalk -4:54 PM Aug 15th, 2011

jidoctor RT @JamievdH: #prodmgmttalk can be best summed up with "it depends". ;) -4:54 PM Aug 15th,
2011

mhowell Great point! RT @JamievdH: Q6: @jidoctor Depends on the customer. Big B2B requires roadmap
for buying and capitalization #prodmgmttalk -4:54 PM Aug 15th, 2011

ErikaLAndersen that and "Beer!" RT @JamievdH: #prodmgmttalkcan be best summed up with "it depends".
;) #prodmgmttalk -4:54 PM Aug 15th, 2011

jidoctor @erikaLandersen wins! beer! #prodmgmttalk -4:54 PM Aug 15th, 2011


18



wapolanco AMEN! RT @lmckeogh: The rdmp is mktg colltrl to all the prod stkhldrs. Nothing worse than
vision in your head but no one elses #prodmgmttalk -4:55 PM Aug 15th, 2011

bdoctor RT @ErikaLAndersen: that and "Beer!" RT @JamievdH:#prodmgmttalk can be best summed up
with "it depends". ;)#prodmgmttalk -4:55 PM Aug 15th, 2011

mhowell You had me at beer! RT @ErikaLAndersen: that and "Beer!" @JamievdH: #prodmgmttalk can be
best summed up with "it depends". ;) #prodmgmttalk -4:55 PM Aug 15th, 2011

jidoctor but apparently @mhowell, not in Needham #prodmgmttalk-4:55 PM Aug 15th, 2011

wapolanco @ProdMgmtTalk @mhowell in this sense your roadmap is an integral part of your business
plan. #prodmgmttalk -4:56 PM Aug 15th, 2011

ProdMgmtTalk LOL! He likes "dark and stormy" rum...RT @jidoctor: but apparently @mhowell, not in
Needham #prodmgmttalk -4:56 PM Aug 15th, 2011

JamievdH #prodmgmttalk Sorry for the drive-by tonight. I'm heading off again. Maybe a little go-go inflight
later. Thanks y'all! -4:56 PM Aug 15th, 2011

jidoctor we're sharing bar recipes=good ending point. g'nite all. thanks for a good talk #prodmgmttalk -4:57
PM Aug 15th, 2011

ProdMgmtTalk Today's transcript immediately available: Aug 15: Transcript
Cleaning http://t.co/FgoytEI #prodmgmttalk -4:57 PM Aug 15th, 2011

ProdMgmtTalk Thank you @mhowell for speaking today! Everyone's participation
appreciated! #prodmgmttalk -4:57 PM Aug 15th, 2011

ProdMgmtTalk Please blog about your insights to today's talk to be reposted
at http://t.co/RlNJ0mw #prodmgmttalk -4:58 PM Aug 15th, 2011

bdoctor @mhowell Thx to all, go Redsox and send some Dunkin' Coffee to us in Mpls #prodmgmttalk -4:58
PM Aug 15th, 2011

ProdMgmtTalk Like us on facebook http://t.co/hZmJOac #prodmgmttalk -4:58 PM Aug 15th, 2011

ProdMgmtTalk Follow us on LinkedIn http://t.co/nXZe6sW Join LinkedIn
group http://t.co/s21EmtS #prodmgmttalk -4:58 PM Aug 15th, 2011


19



lmckeogh Yes, thanks for the information. Off to get my own dinner. #prodmgmttalk -4:58 PM Aug 15th,
2011

jidoctor +1000 !!! RT @bdoctor: @mhowell Thx to all, go Redsox and send some Dunkin' Coffee to us in
Mpls #prodmgmttalk -4:58 PM Aug 15th, 2011

mhowell @JamievdH Thanks for joining us tonight. #prodmgmttalk-4:58 PM Aug 15th, 2011

ProdMgmtTalk Contribute to the Global Product Management Talk
blog http://t.co/4crTipw #prodmgmttalk -4:59 PM Aug 15th, 2011

mhowell @bdoctor @jidoctor I like your style :) #prodmgmttalk -4:59 PM Aug 15th, 2011

jidoctor @mhowell then do share...PLEASE! we no get DD here! at all! #prodmgmttalk -5:00 PM Aug 15th,
2011

JamievdH Thx for hosting tonight! Great discussion RT @mhowell:@JamievdH Thanks for joining us
tonight. #prodmgmttalk -5:00 PM Aug 15th, 2011

ProdMgmtTalk Please join us next week for Deepak Gupta, Founder & VP Marketing, PR #prodmgmttalk -
5:01 PM Aug 15th, 2011

mhowell Thanks to @prodmgmttalk @brainmates @cindyfsolomonfor putting together another great
discussion #prodmgmttalk -5:01 PM Aug 15th, 2011

ProdMgmtTalk Today's new episode Maintaining a Product Roadmap w/ @mhowell Matt Howell at
http://t.co/jgVJUHt #BlogTalkRadio #prodmgmttalk -5:01 PM Aug 15th, 2011

ProdMgmtTalk Global Product Management Talk Speaker Schedule http://t.co/ElkNRJC #prodmgmttalk -
5:02 PM Aug 15th, 2011

ProdMgmtTalk Subscribe to our newsletter (coming soon!) http://t.co/LfMGCHb #prodmgmttalk -5:02 PM
Aug 15th, 2011

mhowell Don't forget that everyone can tune in to #BlogTalkRadio during the event to listen to the
discussion live. #prodmgmttalk -5:02 PM Aug 15th, 2011

ProdMgmtTalk Please read: Tweeting Best Practices FAQs -#ProdMgmtTalk http://t.co/TtvJyze


20



ProdMgmtTalk Repercussions from "Know Your Enemy" -#ProdMgmtTalk http://t.co/3ia5wXS

wapolanco Thx everyone. Sorry I missed the first half. ahh the joys of the #prodmgmt profession. Double
booked and always running late! #prodmgmttalk -5:09 PM Aug 15th, 2011

ProdMgmtTalk @wapolanco Always great whenever you join in! Transcript posted here Aug 15: Transcript
Cleaning http://t.co/FgoytEI #prodmgmttalk -5:11 PM Aug 15th, 2011

clivelam boo ... missed this morning's #prodmgmttalk -5:18 PM Aug 15th, 2011

ProdMgmtTalk Links from today's discussion w/ @mhowell : includes transcript, press, background, audio:
http://pack.li/2M #prodmgmttalk -5:20 PM Aug 15th, 2011

ProdMgmtTalk @clivelam we missed you too! http://pack.li/2M #prodmgmttalk -5:20 PM Aug 15th, 2011

ProdMgmtTalk Today's stats: 285 tweets generated 321,558 impressions, reaching an audience of
25,426 #prodmgmttalk -5:26 PM Aug 15th, 2011


21


Aug 15: Maintaining a Product Road Map w/Matt Howell

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