Presentation to Cambridge Product Management Network (CPMN) by Ian Lunn (Product Focus), made on 11-Jan-2021

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Cambridge Product Management Network
Leading Product Management
Ian Lunn, Product Focus
Thanks to our sponsors

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Product Focus
Leading Product Management
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Ian Lunn
◼ Over 25 years of product management and marketing
experience with technology-based companies
◼ Following degree in Computing started life working in IT
consultancy – then moved into Software and Telecoms
◼ Head of marketing in a digital start-up and senior product
roles in large multi-nationals
◼ Co-founded Product Focus 15 years ago
◼ Published widely and delivered training and consulting to
hundreds of companies
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Global thought leaders
Europe’s leading product management training and consulting business
Product Focus
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Free resources on best practice
23,000 readers
Sign-up at: https://www.productfocus.com/product-management-resources/
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TBH
◼ I’m doing some discovery tonight!
◼ We’re developing a course for anyone leading (or aiming to lead) a
product management function, department or team
◼ So, I want to use your collective brains to see if we’ve on the right track
with a couple of models we plan to use in the course ☺
◼ It’s a sneak preview for you
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Some fun product management leader personas
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HiPPO (Highest Paid Person’s Opinion) ZEBRA (Zero Evidence But Really Arrogant/Aggressive)
RHINO (Really Here In Name Only)
Source for WOLF, RHINO https://ochronus.online/four-dangerous-animals-of-product-development/
WOLF (Working On the Latest Fire)

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Product Management Leader Personas
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Which are you (or your boss) (or a previous boss)?
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Questions
Anyone know a
Rising Star?
What resonates?
What doesn’t or is
missing?

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Questions
Anyone know a Safe
Hands?
What resonates?
What doesn’t or is
missing?

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Questions
Anyone know a
Proven Performer?
What resonates?
What doesn’t or is
missing?

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Questions
Anyone know an
Emperor?
What resonates?
What doesn’t or is
missing?

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Things to think about as a product leader
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Things to think about as a product leader
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Product Activities Framework
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Insight DirectionAnalysis
Strategic Product Activities
working out what the right product is for the business
Inbound Activities
helping the business to deliver the product
Outbound Activities
helping the business to sell the product
Market research
Customer research
Competitive research
Product performance
Segmentation
Propositions
Positioning
Business cases
Product & portfolio strategy
Vision & evangelizing
Roadmaps
Pricing
Discovery & design
Requirements
Project & partner management
Operational readiness & trials
Launch
Product promotion
Sales & marketing content
Sales support

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Things to think about as a product leader
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The team
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Question
Anything missing?

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Key stakeholders
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Question
Anything missing?

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Yourself
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Question
Anything missing?

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The portfolio of products
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Question
Anything missing?

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How product management is done
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Question
Anything missing?
Product Management
Maturity Model

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What’s missing?
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Download the infographic from our website
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https://www.productfocus.com/for-leaders/product-leader-training/
https://www.productfocus.
com/product-
management-
resources/infographics/

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Live online training for Product Leaders
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◼ Become more effective
◼ Immersive experience
◼ Gain confidence and insight
◼ Improve your profile in your business
◼ Quiz expert instructors
◼ Improve product management performance
◼ First course runs 22-25 Feb
(Mon to Thu, 08.00 – 13.00 UK time)
◼ Live online course using Adobe
Connect
◼ For leaders of product
management (function,
department or team)
◼ If you’re interested let me know
and I’ll offer an additional CPMN
discount

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How do your job, pay and experiences compare?
◼ Find out by taking part in our 2021 Product Management Industry Survey.
◼ It takes 10 to 15 minutes and you will need to complete it by the end of Jan.
◼ Everyone who takes part will get the 2021 report with insights on roles,
salary levels, product management issues, and tools.
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◼ You will also be entered into a draw to win one of these prizes:
• A free place on either of our industry-leading online courses (3
prizes)
Product Management and Product Marketing for technology-based products
or Leading Product Management
• 6 months’ free access to our online Toolbox (20 prizes)
This industry-leading resource is packed with content and best
practice. It includes all our proprietary tools, templates, and checklists;
our 15 Product Management Journals, infographics, book reviews,
and more than 40 videos exploring important product topics.
https://www.productfocus.com/product-management-resources/reports/

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Free webinars
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Rich Mironov
https://www.productfocus.com/product-management-resources/product-management-webinars/

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How we can help?
Live online public courses
 A thorough grounding and immersive online experience
Private online training
 Focused on your issues built on a library of best-practice content
Product Management Audits (can easily be done over webcams)
 Practical recommendations on how to implement world class product management
Product Leader Mentoring
 Providing support, inspiration, well-being and confidence as well as offering practical advice
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Q&A
www.productfocus.com
+44 (0) 207 099 567
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Ian.Lunn@productfocus.com