5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group

Transcript from May 14, 2012: Global Product Management Talk
Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books

Seven Phase Standard Product LifeCycle
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Upcoming webinars:

Overhaul Your User Interface Without Upsetting Users
Tuesday, May 15, 2012
12:00 PM EDT/09:00 AM PDT
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Companies with successful software products often know when their user interface could be
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Overhaul European Product Management Certification
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As product management certification becomes ever-more relevant and critical for success in the field,
it is also now gaining increased awareness and importance throughout the world. This webinar will
discuss becoming a Certified Product Manager(R) in Europe, including the details of the certifications,
benefits of becoming certified, course and exam options, the worldwide standard ProdBOK(R) Seven
Phase Product Lifecycle and any other questions you may have about how to use certification to move
your career forward. Also discussed will be some of the key differences between product
management in Europe versus the rest of the world, and how this applies to certification.

Hosted by Brian Lawley, CEO and Founder of 280 Group






Brian Lawley, CEO and Founder, 280 Group & Author of 5 Books, Discussed The Seven
Phase Standard Product LifeCycle: What You Must Know For Your Products To Succeed on
May 14, 2012 on the Global Product Management Talk using the hashtag #ProdMgmtTalk

INTRO

How can businesses make their products DRAMATICALLY more successful? There is a process
that companies can implement to ensure success and avoid disastrous mistakes commonly made.
There are critical decisions that must be made in order for a product to succeed. Ignore these
decisions and you risk product failure. By understanding the seven phases that every product
passes through, product managers can guarantee that shipped products will better meet
customers' needs and deliver increased revenues and profits.

Each week, The Global Product Management Talk features an expert guest speaker who asks questions of
the participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast their comments
over BlogTalkRadio. The transcript of Tweets and podcast are available after the live event.

Host, Cindy F. Solomon @CindyFSolomon is joined by co-host Nick Coster @NickCoster of @brainmates

ABOUT BRIAN LAWLEY
Brian Lawley is the CEO and Founder of the 280 Group. He is the author five product management
and marketing books, The Phenomenal Product Manager, Expert Product Management, 42 Rules
of Product Management, 42 Rules of Product Marketing and Optimal Product Process and. Brian is
a former President of the Silicon Valley Product Management Association and was awarded the
Association of International Product Marketing Management award for Thought Leadership in
Product Management. He is the editor of the Product Management 2.0 blog and newsletter and
also writes guest articles for publications such as the Software Development Forum newsletter,
Softletter and the SVPMA newsletter.

Prior to founding and running the 280 Group Brian spent many years working on innovative
products at companies including Digidesign (acquired by Avid), Apple (Product Manager for the
MacOS human interface), Claris, Symantec and Whistle Communications. Mr. Lawley holds an
undergraduatedegree in Management Science from the University of California at San Diego with
a minor in Music Technology and an MBA from San Jose State University.






PRE-POSTED QUESTIONS
PreQ: Please introduce yourself, where you are tweeting from & your involvement with #prodmgmt
Q1 What is the Seven Phase Product Lifecycle Process?
Q2 What phases are most often overlooked or ignored in companies?
Q3 How do the roles of product management and product marketing fit into the standard product
process?
Q4 How does innovation come into play in the process?
Q5 What corresponding documents are recommended as best practices to follow the process?
Q6 How can I implement this process at my company to improve our product management?

TWEET CHRONOLOGY
What is #ProdMgmtTalk? http://bit.ly/AlLEbN
Join Global Product Management Talk! http://linkd.in/jRmwRx
Never participated in a twitter chat? FAQs http://t.co/Qr2s1o0O
Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZflo
Learn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSf

melissa280_says Today at 4:00 PST What You Must Know for Your Products To
Succeed http://t.co/gSNFdZyP Listenhttp://t.co/Gwiuk4Hy #prodmgmt #prodmgmttalk -3:31
PM May 14th, 2012

ProdMgmtTalk Today, @NickCoster of @brainmates joins us as co-host w/ Brian
Lawley @the280group http://t.co/cnpeLEfg #prodmgmttalk -3:31 PM May 14th, 2012

melissa280_says DL @BrianLawley's Optimal Product Process book w/ the 7 Phase Product
LifeCycle: http://t.co/8cJgmeQ0 #prodmgmt #prodmgmttalk -3:42 PM May 14th, 2012
ProdMgmtTalk Attempting to connect @the280group and @NickCoster to
start! #prodmgmttalk -3:58 PM May 14th, 2012

nickcoster Here comes the weekly Product Management Talk via Twitter.
Visit http://t.co/7mo8icC0 to participate or follow #prodmgmttalk -4:02 PM May 14th, 2012

nickcoster If you are tweeting today with the #prodmgmttalkyou can win copies of Brian
LawlEy's @the280group books! get involved and win. -4:05 PM May 14th, 2012

brainmates Hi Erika great to see you on todays talk on the "Seven Phase Standard Product
LifeCycle" with @the280group.#prodmgmttalk -4:06 PM May 14th, 2012

brainmates Q1 What is the Seven Phase Product Lifecycle Process? #prodmgmttalk -4:08 PM
May 14th, 2012






ProdMgmtTalk Welcome @the280group covering what is the 7 phase product lifecycle?
conceive, plan, develop, qualify, launch, market, retire #prodmgmttalk -4:08 PM May 14th, 2012
ProdMgmtTalk Today's participants can win one of @the280group books!
http://t.co/N1QzX8nT #prodmgmttalk-4:09 PM May 14th, 2012
ProdMgmtTalk PreQ: Please introduce yourself, where you are tweeting from & your
involvement with #prodmgmt#prodmgmttalk -4:09 PM May 14th, 2012

brainmates A1) conceive, plan, develop, qualify, launch, market, deliver. #prodmgmttalk -
4:09 PM May 14th, 2012

ProdMgmtTalk Q1 What is the Seven Phase Product Lifecycle Process? @the280group
answers here: http://t.co/N1QzX8nT #prodmgmt #prodmgmttalk -4:09 PM May 14th, 2012

ProdMgmtTalk 7 phases on #prodmgmt conceive, plan, develop, qualify, launch, market,
deliver Brian @the280group talking fast! #prodmgmttalk -4:10 PM May 14th, 2012

brainmates A1) Conceive: @the280group - Review and explore possible ideas that could
evolve in to larger business case.#prodmgmttalk -4:11 PM May 14th, 2012

ProdMgmtTalk If you have an existing product - you're coming up w/ new features w/in
planning phase, feature prioritization new releases #prodmgmttalk -4:11 PM May 14th, 2012

brainmates A1) There are 8 key documents that support the 7 stage process.
#prodmgmttalk -4:12 PM May 14th, 2012

ProdMgmtTalk 8 key documents across the 7 phases -http://t.co/33IfouYQ Product
Management LifeCycle Process Methodology @the280group #prodmgmttalk -4:12 PM May 14th,
2012

brainmates A1) Planning: @the280group prepare a business case and update the roadmap
to see here the idea may fit#prodmgmttalk -4:13 PM May 14th, 2012

ProdMgmtTalk The 7 phase product lifecycle looks like a waterfall process - also applies
to #Agile dev first 4-5 phases rapid iteration #prodmgmttalk -4:13 PM May 14th, 2012
brainmates A1) @the280group the 7 stage process can be applied to both Waterfall or Agile
methodologies.#prodmgmttalk -4:14 PM May 14th, 2012
ProdMgmtTalk Launch goal - generate as much awareness as possible to get revenue, get
feedback for next iterations:@the280group launchkit #prodmgmttalk -4:15 PM May 14th, 2012

_______________________________________________________________________________________________





ProdMgmtTalk Next phase: market or deliver and last: retire - many companies forget until
there's a problem - don't want to hurt brand #prodmgmttalk -4:16 PM May 14th, 2012
melissa280_says RT @brainmates: A1) Planning:@the280group prepare a business case
and update the roadmap to see here the idea may fit #prodmgmttalk -4:16 PM May 14th, 2012
brainmates Phew! Trying to keep up with Brian's rundown of the 7 stage Product lifecycle
model. He is already on to Retire!#prodmgmttalk -4:16 PM May 14th, 2012

brainmates The @280group 7 phase cycle covers everything from Conceive to Retire.

ProdMgmtTalk Optimal Product Process - how to divide docs & decisions betw #prodmgmt
build products that delight customers & #prodmrktg #prodmgmttalk -4:17 PM May 14th, 2012

ProdMgmtTalk @the280group resources: the product management manifesto URL to
follow #prodmgmttalk -4:18 PM May 14th, 2012

ProdMgmtTalk #ProdMgmt manifesto http://t.co/SuKA3Myu#prodmgmttalk -4:19 PM May 14th,
2012

brainmates Brian Lawley suggests that we all review the Product Management Manifesto -
http://t.co/yhYOcImZ #prodmgmttalk -4:20 PM May 14th, 2012

ProdMgmtTalk @CindyFSolomon Q to @NickCoster re:@the280group Is the business case
the same as the marketing requirements document? #prodmgmttalk -4:21 PM May 14th,

liz_blink RT @brainmates: Brian Lawley suggests that we all review the Product
Management Manifesto -http://t.co/yhYOcImZ #prodmgmttalk -4:21 PM May 14th, 2012

ProdMgmtTalk RT @CindyFSolomon finally figured out how to mute the train....LOL!....helps
to have 2 computers to produce this event! #prodmgmttalk -4:22 PM May 14th, 2012

PCampUtah Want to continue your #pcamputah experience? Follow/Listen to
#prodmgmttalk now. http://t.co/TKQwpUb3 http://t.co/qLhnLwrB -4:23 PM May 14th, 2012

VFigatelix Hello! Happy to join from Peru! #prodmgmttalk -4:23 PM May 14th, 2012
ProdMgmtTalk Welcome @PCampUtah @VFigate @liz_blink @ErikaLAndersen
@melissa280_says @brainmates resources:http://t.co/N1QzX8nT still on
Q1 #prodmgmttalk -4:24 PM May 14th, 2012

ProdMgmtTalk So Nice to see you again! RT @VFigatelix: Hello! Happy to join from
Peru! #prodmgmttalk -4:24 PM May 14th, 2012
_______________________________________________________________________________________________





brainmates The Optimal Product Process is designed to avoid content duplication across the
8 Key supporting documents.#prodmgmttalk -4:25 PM May 14th, 2012
ProdMgmtTalk Welcome @PCampUtah @VFigatelix @liz_blink @ErikaLAndersen Today's
resources http://t.co/N1QzX8nT #prodmgmttalk -4:25 PM May 14th, 2012

ProdMgmtTalk Tweeters today entered to win 1 of@the280group books! #prodmgmttalk -
4:25 PM May 14th, 2012

ErikaLAndersen @the280group: Roadmap is important because you must know strategically
where you'll be 3-5 years out#prodmgmttalk -4:26 PM May 14th, 2012
brainmates In conceive phase the vital docs are the Roadmap and the Market Strategy.

ProdMgmtTalk Market strategy document is critical but not included until too late...

sarah_donovan RT @ProdMgmtTalk: #ProdMgmt manifesto http://t.co/SuKA3Myu

VFigatelix which are the 8 supporting documents? please help? @brainmates
Hillyla RT @brainmates: In conceive phase the vital docs are the Roadmap and the Market
Strategy. #prodmgmttalk -4:28 PM May 14th, 2012

brainmates Roadmap - Can we be successful in this market place, relative to the other
competing alternatives.#prodmgmttalk -4:28 PM May 14th, 2012

ProdMgmtTalk @VFigatelix Thanks for asking! Brian@the280group will speak to the docs
soon Are you listening? http://t.co/cnpeLEfg #prodmgmttalk -4:29 PM May 14th, 2012

brainmates Market Strategy - Even if the product is awesome there needs to be a strategic
plan for Channel for getting to Market #prodmgmttalk -4:30 PM May 14th, 2012

ProdMgmtTalk Welcome @Hillyla @sarah_donovan Today's resources:
http://t.co/N1QzX8nT @the280group still answ Q1#prodmgmttalk -4:31 PM May 14th, 2012

the280group RT @nickcoster: If you are tweeting today with the #prodmgmttalk you can
win copies of Brian Lawly's@the280group books! get involved and win. -4:31 PM May 14th, 2012

_______________________________________________________________________________________________





VFigatelix @ProdMgmtTalk @the280group thanks! if possible do you have a link where I
can read? #prodmgmttalk -4:31 PM May 14th, 2012
ProdMgmtTalk RT @brainmates: Market Strategy - Even if product is awesome-needs to be
a strategic plan for Channel for getting to Market #prodmgmttalk -4:31 PM May 14th, 2012

liz_blink Nice"@brainmates: The Optimal Product Process is designed to avoid content
duplication across the 8 Key supporting documents. #prodmgmttalk" -4:31 PM May 14th, 2012

brainmates Launch Planning - does not start just before launch. Launch needs to be
effectively planned before hand and funded. #prodmgmttalk -4:32 PM May 14th, 2012

brainmates Q2) What phases are most often overlooked or ignored in companies?

the280group @VFigatelix You can read the 8 supporting docs in this free book, Optimal
Product Process, found here: http://t.co/YbyuirQ8 #prodmgmttalk -4:33 PM May 14th, 2012

brainmates A2) @280group - 'Conceive' is often not completed formally. Can degenerate in
to the loudest voice.#prodmgmttalk -4:34 PM May 14th, 2012

cindyfsolomon Go to http://t.co/XyUvqhtG "Optimal Product Process" here's free link to
download book w/8 docs http://t.co/ocjaHfie #prodmgmttalk -4:34 PM May 14th, 2012

liz_blink Funding for launch often forgotten in bus case.@brainmates: Launch needs to be
effectively planned before hand and funded. #prodmgmttalk -4:35 PM May 14th, 2012

cindyfsolomon Whoops - forgot to unmute! Thanks @NickCosterfor carrying questions
to @the280group forward #prodmgmttalk-4:35 PM May 14th, 2012
brainmates A2) @280group "Planning" - rigor is skipped and the pet project is pushed
forward. #prodmgmttalk -4:35 PM May 14th, 2012

cindyfsolomon RT @liz_blink: Funding for launch often forgotten in biz case @brainmates:
Launch needs effectively planned & funded #prodmgmttalk -4:36 PM May 14th, 2012
cindyfsolomon Discussing Apple approach to launching products (got thru 35 mins w/o
mention of Apple!) #prodmgmttalk w/@the280group & @brainmates -4:37 PM May 14th, 2012
brainmates A2) @280group - "Launch" at Apple there was a dedicated launch team that
followed a tried and tested checklist #prodmgmttalk -4:37 PM May 14th, 2012

cindyfsolomon Not a lot of companies are good at retiring products (Microsoft tries to be
clear about retiring version of Windows) #prodmgmttalk -4:37 PM May 14th, 2012
_______________________________________________________________________________________________





cindyfsolomon @NickCoster asking re: Q4 How does innovation come to play in the
process? Orgs need to innovate quickly...#prodmgmttalk -4:38 PM May 14th, 2012
brainmates @280group How does a Product Management Process work with
'Innovation"? #prodmgmttalk -4:39 PM May 14th, 2012

cindyfsolomon In answer, @the280group says the Optimal Product Process works for any
company/culture/product situation... #prodmgmttalk -4:39 PM May 14th, 2012

VFigatelix A2) In my experience: the design/investigation phase and the post-launch phase
(i.e. lack of monitoring)#prodmgmttalk -4:39 PM May 14th, 2012

brainmates @brainmates @280group says that the process can be done as a light weight
approach but still asks the impt questions. #prodmgmttalk -4:41 PM May 14th, 2012

brainmates Back to Q3) How do the roles of product management and product marketing fit
into the standard product process? #prodmgmttalk -4:41 PM May 14th, 2012

cindyfsolomon The word "process" scares companies - but it can be lightweight intended to
be effective and efficient where there is none #prodmgmttalk -4:41 PM May 14th, 2012

cindyfsolomon Q3 How do the roles of product management and product marketing fit into
the standard product process?#prodmgmttalk -4:42 PM May 14th, 2012

liz_blink Do we have a copy of the Apple checklist?@brainmates: A2) @280group - launch
team that followed a tried and tested checklist #prodmgmttalk" -4:42 PM May 14th, 2012

cindyfsolomon A3 #prodmgmt on the front 4 phases of the process & #prodmrktg tends to
be on the later 3 phases of Optimal Product Process #prodmgmttalk -4:42 PM May 14th, 2012
cindyfsolomon Q: how can startups implement this process when there's only 1 person
doing #prodmgmt across all phases? #prodmgmttalk -4:43 PM May 14th, 2012

brainmates @liz_blink re Apple Launch Checklist - no. But having a checklist that is one of
the best ways to ensure prod is launch ready #prodmgmttalk -4:43 PM May 14th, 2012
VFigatelix A3) what is the standard product process? #waterfall? #agile? #RCooper?
cindyfsolomon A: look at white paper section under resources at http://t.co/iRPhL5N6
explains differences betw #prodmgmt &#prodmrktg #prodmgmttalk -4:44 PM May 14th, 2012

_______________________________________________________________________________________________





cindyfsolomon @VFigatelix 7 phases on #prodmgmt conceive, plan, develop, qualify,
launch, market, deliverhttp://t.co/ocjaHfie explained #prodmgmttalk -4:45 PM May 14th, 2012
brainmates @280group - it is hard to find people who are great at both product marketing
and product management.#prodmgmttalk -4:45 PM May 14th, 2012
cindyfsolomon @VFigatelix @the280group has many resources in answer & Brian is
speaking in depth to your question re: how Agile syncs #prodmgmttalk -4:47 PM May 14th, 2012

cindyfsolomon RT @brainmates: @280group - it is hard to find people who are great at
both product marketing and product management. #prodmgmttalk -4:48 PM May 14th, 2012

brainmates @the280group - 7 phase process on Agile - same process, just smaller chunks
more frequently with minimal documentation. #prodmgmttalk -4:48 PM May 14th, 2012

cindyfsolomon Optimal Product Process is a framework that allows for both Agile & Waterfall
- its a way to be on the same page in discussing #prodmgmttalk -4:49 PM May 14th, 2012

cindyfsolomon Q4 How does innovation come into play in the process? #innovation occurs
in first phase of the Seven Phase Standard LifeCycle #prodmgmttalk -4:50 PM May 14th, 2012

brainmates Q5 What corresponding documents are recommended as best practices to
follow the process?#prodmgmttalk -4:50 PM May 14th, 2012

cindyfsolomon A5 First - biz case - is this viable product strategically for our company?
competition? core competencies? stats? #prodmgmttalk -4:51 PM May 14th, 2012

NolanMatthew RT @brainmates: @280group - it is hard to find people who are great at
both product marketing and product management. #prodmgmttalk -4:51 PM May 14th, 2012
brainmates A5) most important is the Business Case it asks and answers the most
important questions that will support the idea. #prodmgmttalk -4:51 PM May 14th, 2012

cindyfsolomon A5 Second: personas, use cases, actual cust needs, what trying to solve -
what cust job to be done - engineer can solve #prodmgmttalk -4:51 PM May 14th, 2012
cindyfsolomon Product description or product requirements doc PRD - here is feature that
maps back to particular need - not tech spec #prodmgmttalk -4:52 PM May 14th, 2012

cindyfsolomon PRD is a description of need outlined in Market Needs doc.. 2 other docs:
product road map (many ways to depict - themes, etc) #prodmgmttalk -4:53 PM May 14th, 2012

ErikaLAndersen RT @brainmates: A5) most important is Business Case: asks/answers most
important questions that support idea. #prodmgmttalk -4:53 PM May 14th, 2012
_______________________________________________________________________________________________





cindyfsolomon Product Roadmap sketches vision for product in future - roadmap depicts
how to get there in steps/paths/releases #prodmgmttalk -4:53 PM May 14th, 2012
cindyfsolomon market strategy doc - outlines how to enter market, what channels, Unique
Selling Prop, Pricing Strategy - critical early #prodmgmttalk -4:54 PM May 14th, 2012
cindyfsolomon 4 Tactical docs: beta program (early cust) plan - how many customers, what
goals, how measure success, how know when to ship? #prodmgmttalk -4:54 PM May 14th, 2012

cindyfsolomon Product Launch Plan - reaffirm initial thinking from early plan - final
positioning, what vehicles to reach which target markt #prodmgmttalk -4:55 PM May 14th, 2012

brainmates A5) There are 4 strategic documents and 4 tactical documents to be considered
and reviewed. #prodmgmttalk -4:55 PM May 14th, 2012

ErikaLAndersen RT @cindyfsolomon: market strategy doc - entering market, what
channels, Unique Selling Prop, Pricing Strategy; critical early #prodmgmttalk -4:56 PM May 14th,
2012

cindyfsolomon Marketing Plan - ongoing programs: online, trade shows, press activities,
direct mail, email? Realistic actionable tasks to $ #prodmgmttalk -4:56 PM May 14th, 2012
cindyfsolomon Time so quick - last question: Q6 How can I implement this process at my
company to improve our product management? #prodmgmttalk -4:57 PM May 14th, 2012

brainmates Q6 How can I implement this process at my company to improve our product
management? #prodmgmttalk-4:57 PM May 14th, 2012

cindyfsolomon What is best thing to do for #prodmgmt limited resources? email
contact@280group.com presentation re: why process necessry? #prodmgmttalk -4:58 PM May
14th, 2012

cindyfsolomon Pitch both peers & director as well as Execs on why a #prodmgmt process
will enable growth & product success (w/o swirl) #prodmgmttalk -4:58 PM May 14th, 2012
brainmates A6) 1 - Sell the importance of an effective ProdMgmt to the business, including
peers, executives and other stakeholders. #prodmgmttalk -4:58 PM May 14th, 2012

brainmates Thanks Brain (@the280group) for the fantastic overview of the 7Phase Product
Lifecycle Process.#prodmgmttalk -5:00 PM May 14th, 2012

ProdMgmtTalk @the280group: Today's twitter stats: 172 tweets generated 294,456
impressions, reaching an audience of 20,893 followers #prodmgmttalk -5:04 PM May 14th, 2012

_______________________________________________________________________________________________





ProdMgmtTalk Congrats! Winners @the280group books: @erikalandersen @liz_blink
@vfigatelix @hillyla @equintanilla @sarah_donovan @PCampUtah #prodmgmttalk -5:08 PM May
14th, 2012

ProdMgmtTalk Thank you Brian Lawley @the280group for speaking today! Thank you
@NickCoster of @brainmates for co-hosting! #prodmgmttalk -5:09 PM May 14th, 2012

ProdMgmtTalk Everyone today gets free download: Worldwide Standard Product
Management LifeCycle Process & Methodologyhttp://t.co/33IfouYQ #prodmgmttalk -5:10 PM
May 14th, 2012

ProdMgmtTalk Thank you to our sponsor @AIPMM Please visit http://t.co/0vIDTERK info
about certification, education, training & membership #prodmgmttalk -5:11 PM May 14th, 2012

ProdMgmtTalk Tuesday Webinar: Overhaul Your User Interface Without Upsetting Users
http://t.co/kejie6K8 @the280group @Macadamian @AIPMM #prodmgmttalk -5:12 PM May 14th,
2012

ProdMgmtTalk Wednesday webinar: European #ProdMgmt Certification
http://t.co/CjO12BD4 benefits, course, exam options- worldwide standard

Thank you @AIPMM for sponsoring #ProdMgmtTalk!

Thank you Brian Lawley @the280group for SPEAKING today! Thank you Nick Coster
@NickCoster of @brainmates for co-hosting!

Thank you tweeters! @equintanilla @cindyfsolomon @ErikaLAndersen @brainmates @roadmapwarrior
@AIPMM @liz_blink @vfigatelix @hillyla @sarah_donovan @nolanmatthew @pcamputah @nickcoster
@the280group @melissa280_says

Today’s stats: Today's stats: 172 tweets generated 294,456 impressions, reaching an
audience of 20,893 followers

Join us next week May 21, 2012 @prodmgmttalk #prodmgmttalk with Leon Malalel
@LeonMalalel Product management expert, consultant, trainer and speaker

_______________________________________________________________________________________________





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5/14/12 Seven Phase Standard Product LifeCycle w/Brian Lawley @the280group

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