Here are the key functions of a Product Manager:
- Listening to customers, users, and the market continuously to understand problems, needs, and opportunities
- Synthesizing market research and feedback to define clear customer segments and user personas
- Prioritizing the product backlog based on business strategy and customer needs
- Ensuring the product team stays focused on building solutions that create value for target customers and users
The Product Manager is responsible for understanding the market from the customer's perspective and guiding the product development process based on market realities, not just internal opinions. They connect business strategy to customer needs.
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The Hole in Agile.
Build Software Products
that People Want to Buy
Codemotion Rome 3/22/2013
Donato Mangialardo
@donatomm
donatomm@markt-driven.it
6. •
We are AGILE!
•
We are efficient, independent
•
Quality and Deadlines now meet!
•
But… our customers aren’t buying our
product! What’s wrong!?
7. “We have well executed a plan
Eric Ries
to achieve failure”
Reducing waste is great. A product nobody
wants is the ultimate waste
Eric Ries (sort of)
“Hand gliding is lots of fun, but only if
you actually land” Joe Costello(*)
(*) http://www.edac.org/htmfiles/KaufmanAward/JoeCostello.htm
9. 90% of New Product Launch Fails
Source: Google free search
10. After marketing professionals have spent
MILLIONS to understand what their
customers wanted.
Or, after sales professionals have spent
MILLIONS into an army of salespeople to
create a need that customers did not have.
11. •
Or in most cases, by spending MILLIONS
into a PRODUCT nobody wanted
12. What happened?
Market researchers aren’t smart enough?
Advertising agencies aren’t creative enough?
Developers have forgotten hove to build software
products?
Customers have become too difficult to
13. •
We have become much too good at creating
products that don’t help customers do the jobs
they need to get done
Segway Webvan Motorola Iridium
$200M $700M $ 2,000 M
14. People don’t want to buy a quarter-inch drill.
They want a quarter-inch hole!
15. We all agree but…
•
When it’s time to put that in to practice, we
always think in terms of drills…
Clayton M. Christensen, Scott Cook, and Taddy Hall – The Harvad Business Review OnPoint
17. Una Storiella
Un bel giorno un brillante software architecth,
Paolo, lascio’ il suo lavoro per lavorare a tempo
pieno sulla sua idea innovativa.
18. Paolo creo’ un prodotto di cui aveva la profonda
certezza che a molti interessasse.
19. •
Paolo aveva ragione.
•
L’azienda cresce, Paolo assume ex colleghi
come VP di questo e di quello. L’azienda
cresce ancora.
20. •
Un giorno Luigi, VP of Sales disse: “ma noi
siano Technology-Driven. Dovremmo essere
Customer-Driven!”
•
La cosa suono’ bene, e cosi’ si fece.
21. •
Eccetto che… ogni nuovo cliente richiedeva
un progetto speciale da mettere in roadmap
•
La voce del’ultimo cliente dominava sempre il
piano del prodotto.
•
“Hey, lo chiedono in Ducati! Fallo e basta”.
Oppure; “Se non lo facciamo non vendiamo!”
22. •
“Ma no, cosi’ non va!“ urlarono in molti.
•
Un membro illuminato della proprieta’,
Enrico, tuono’: “Siamo diventati una Sales-
Led company. Basta. Dobbiamo essere
Marketing-Driven!”
23. •
Venne quindi deciso di assumere un Top
Marketing Executive.
•
Fu presa Amelie come VP of marketing.
•
Ed ecco un nuovo scintillante logo,
tradeshows con un booth impressionante,
eventi spettacolari con gran folla ed awards,
brand impeccabile, grande raccolta di
collateral, brochures, logo su ogni t-shirt etc.
24. •
Un anno e 3 mesi dopo…zero incremento
delle vendite. “Eh, il brand! Te lo do io il
Brand” era la battuta ricorrente.
•
[ Niente da dire su Amelie ed il Brand. Le e'
stato chiesto l'impossibile. ]
25. •
Allora il CFO, che fino a quel momento era
stato zitto, sussurro’ nell’orecchio del CEO:
“non e’ ora che controlliamo un po’ i costi?”
•
Quindi l’azienda divento’ Cost-Driven
•
Vennero tagliati viaggi, cene premio,
supporto, bonus etc.
•
“E il marketing? Cosa fanno esattamente?”
Chiese il CFO al CEO.
•
Nessuno ebbe una buona risposta e quindi
26. •
Alla fine il presidente e Paolo il fondatore
dissero:
•
Siamo partiti engineering (tech)-driven
•
Poi Customer-driven
•
Poi Sales-Led
•
Poi Marketing-Driven
•
Poi Cost-Driven
•
Le abbiamo provate tutte!
•
… E’ ora di tornare Engineering-driven!
27. •
Finche’ un giorno qualcuno disse:
•
Ma perche’ non diventiamo Market-Driven?
•
Cioe’ perche’ non ascoltiamo il mercato invece
che solo noi stessi?
28. •
Peccato che il grosso incredibile nuovo aereo
che avevano costruito era arrivato alla fine
della pista di decollo…
•
“Bye Bye” disse il Board
30. Cosa ci dice questa
storiella?
•
Big Product “Upfront” gettato sul mercato
•
Non va? Profumiamolo! Ci pensa Amelie!
•
Product-Centric
•
“WE” – centric
•
“Building”-Centric
•
Ma quale era il vero problema?
•
Non vedete l’elefante nella stanza?
31. L’elefante nella stanza:
IL MERCATO !
Potenziali Buyers
Problemi di tali Buyers
Che vogliono risolvere presto
Users
Clienti esistenti
32. So, how do we build product
customers will buy?
34. The Boss
Sales People
The Software
The Customer
The User
The Market Marketing People
The Scrum Master
The UX designer
35. The Market
Problems. Buyers. Perceptions
“marketing”
BUILD SELL
Development Sales Consultants
Quality Assurance Direct Sales
Indirect sales (Partners)
36. The Market
Problems. Buyers. Perceptions
“marketing”
BUILD SELL
Development Sales Consultants
Quality Assurance Direct Sales
Who listens to the market?
Indirect sales (Partners)
37. The Market
Problems. Buyers. Perceptions
“marketing”
BUILD SELL
Development Sales Consultants
Quality Assurance Direct Sales
Indirect sales (Partners)
38. The Market
Problems. Buyers. Perceptions
“marketing”
BUILD SELL
Development Sales Consultants
Quality Assurance Product Product/Biz Direct Sales
Indirect sales (Partners)
Owner Manager
39. The Market
Problems. Buyers. Perceptions
“marketing”
BUILD SELL
Development Sales Consultants
Quality Assurance
Product Product Direct Sales
Management Marketing Indirect sales (Partners)
40. Who is …
•
Listening to the market every day?
•
Finding/Validating Problems many buyers
want to solve and will pay for?
•
Finding Patterns?
•
Developing Buyer’s knowledge
•
Synthesizing User Personas?
•
Bringing Facts to the table facilitating
Is it
informed decisions vs. debate of opinions?
41. Who is …
•
Listening to the market every day?
•
Finding/Validating Problems many buyers
want to solve and will pay for?
•
Finding Patterns?
•
Developing Buyer’s knowledge
•
Synthesizing User Personas?
•
Bringing Facts to the table facilitating
Is it
informed decisions vs. debate of opinions?
42. •
Someone is doing it anyway
•
Be it either a bossy manager, sales or
development
•
Are they up to the challenge?
Do they spend most of their time outside the
building?
50. •
Why marketing executives last ½ than other
execs? That is, <12 months?
•
Because they are asked for the impossible:
•
Creating the need of a product with an
unclear benefit for an unknown customer
(buyer)
Source: pragmaticmarketing.com, Article by Steve Johnson
52. Dev and Marketing ??
•
The same is asked to the DEV and MKTG
team
•
They have to GUESS or MAKE UP contents,
features Unknown Users, Unknown Buyers
and Unknown Problems
•
They produce well-written, professional copy
or code, but…. For whom? To whom they are
talking to?
53. Unfortunately, buyers don’t need
what they don’t need!
•
Creating software, integrated solutions,
messages, events, campaigns, websites,
SEO/SEM without knowing TO WHOM
you are talking to and WHAT they really
care about is total waste
54. There is no amount of perfume that
can cover the stench of a tech product
that no one needs
56. Ma come parliamo coi ns
buyers?
PLM SaaS(Cloud):
Tramite il nostro ERP deliverato via SaaS
…che è il “vero” SaaS, il vero “Cloud” –non e’
“On-Premise”
Soluzione scalabile basata su una istanza
unica ma multi-tenant
Alta ridondanza e 2 colocation facilities in 2
stati diversi,
Uptime del 99.95% …
57. E’ come se “Amadori”
dicesse:
“Vorreste acquistare dei
pezzi di pollo morto
impacchettati?”
Noi offriamo una
The Secrets of Tuned In Leaders: How technology company CEOs create success (and why most fail)
58. SaaS(Cloud):
•
Tech Language •
Buyer Language
•
SaaS •
Basso costo di
•
Single Instance, ingresso ai benefici
multi-tenant del prodotto
•
Redundancy
•
Basso rischio, prova
ROI prima, poi
•
Colocation facilities investi.
•
Uptime •
Espandi e riduci
•
Cloud secondo il bisogno,
61. Il prodotto non è il prodotto!
Niente di questo
•
Che problema risolviamo? è “Il Software”
•
Per chi?
•
Lo facciamo in modo unico?
•
Quali sono le alternative possibili per I
buyers?
•
Siamo capaci di costruire soluzione
“minime” per “proof of concept” (MVP)?
•
Che strategia abbiamo per la Piattaforma
technologica ?
62. Il prodotto è il business
model
Modellazione tramite Lean Canvas
63. Quasi tutto il feedback del mercato arriva
DOPO la 1.0
Metodo Classico
Buyer Feedback
64. Quando si è gia’ speso quasi tutto il
budget!
Metodo Classico Rework
Overhead
Spese
Dev Mktg Mktg
Sales Sales
Dev
65. Invece noi …
Market Unique Buyer
Revenue Cost
Problem Value /User
Model Structure
Prop Persona
66. Minimal Viable Product
•
Understand the smallest feature set (product
set) customers will pay for in the first release
67. Cicli di test, learn e measure
sul MVP
MVP1 MVP2 MVP3
Real, Measurable Progress
68. There are new ways to do things
that until 2 years ago sounded like jokes
70. So what are we talking
about here?
We are talking about how to build products
people want to buy
How do I effectively
develop and use the
1. AGILE knowledge of my
potential customers ?
2. LEAN
3. MARKET-DRIVEN
72. Il Problema
•
Spesso elusivo
•
Non è quello che il cliente chiede
•
Non guardiamo il prodotto per primo
•
Spesso crediamo di averlo capito e la
chiudiamo lì
•
SINTOMI – SOLUZIONE - PROBLEMA
73. Customer says...
Too many alerts!
The system shall flag actions requiring human
intervention as soon as possible
74. Tina says...
Too many alerts
I want to sort alerts by sender. Also, I need to
sort by attributes. Sender must be the first
column. How is it possible you cannot sort
alerts?
75. Il Problema
Too many alerts
Throughout the day, Tina gets alerts on her
console but she only needs to know about the
ones requiring action on her part
SO THAT she does not miss important ones by
browsing among hundreds of them.
• Adesso capiamo cosa significa “Too many”
?
• Ne capiamo l’importanza is T ina
o
Wh
76. Describe problems like a
user story
•
Describe a user that needs to resolve a problem
so that he gets a benefit
(In a given scenario)
As a technical reviewer,
As a <Persona> •
I want to access the information I am asked to
I want to <Intent> review in an univocal manner. I don’t want to
so that <Valuable> fish for the files I need every time.
•
So that I have the required time to review them
before submission and save costly errors
Frequency?
77. •
The deeper the problem (root)
•
The more innovative the solution can be
•
INNOVATIVE?
82. Attenzione!
•
Il prodotto non è il prodotto!
•
Il prodotto è il Business Model
–
Come attirare clienti
–
Come differenziarsi
–
Modelli di Pricing e Ricavi
–
Modello di Costi
–
Value Proposition
–
Canali
83. 9 Aree
1. PROBLEM
•
I principali problemi che la nostra iniziativa
risolve
2. CUSTOMER SEGMENTS
•
Chi sono i clienti che vogliamo attirare
•
Buyer Personas
84. 9 Aree
3. UNFAIR ADVANTAGE
•
Qualcosa del ns business plan che non puo’
essere facilmente copiato, emulato o
acquistato dalla concorrenza
4. SOLUTION
•
Le 3 funzionalità principali (descritte in
termini di Primary User Persona)
85. 9 Aree
5. UNIQUE VALUE PROPOSITION
Un singola, chiaro ed attraente messaggio che
dichiara perchè siamo diversi e perchè siamo
senza ombra di dubbio la scelta giusta
86. 9 Aree
6. CHANNELS
Percorso, connessione tra noi ed il cliente
7. KEY METRICS
Attività chiave che vogliamo misurare (es.
Crescita sottoscrizioni al variare
dell’otttimizzazione del sito web, cohort
analysis)
87. 9 Aree
8. COST STRUCTURE
Costi di acquisizione clienti, distribuzione,
hosting people etc.
7. REVENUE STREAM
Revenue Model, Lifetyme Value, Revenue,
Gross Margin
88. Work Smarter not Harder
The question is not
"Can this product be built?"
Instead, the questions are:
1. "Should this product be built?"
2. "Can we build a sustainable business
around this set of products and services?"
90. SHIP DATE PERSONAS
RECALLS
Primary Buyer persona: Brad VP
of Operations
ERRORS I want my product out the door on time
and at the right cost, maintaining
quality standards.
I WANT TO Brian needs the product record updated as
BE AN
ENGINEER!often as possible. The information
provided by engineer forms the
foundation for many of his decisions and
forecasts. Therefore any barriers to
adoption or use of the tool he can
91. Buyer Persona (summary)
Brad, Responsabile delle Operazioni (VP Of Operations).
“Sono costantemente sotto pressione affinche’ il prodotto venga
consegnato ai clienti nei tempi stabiliti e con la qualita’ stabilita”. Non
dormo bene di notte perche’ so che che il minimo errore potrebbe
costarmi la carriera nel caso di un recall.
Brad deve essere certo che tutti I dati del prodotto, dalle specifiche funzionali alla lista di fornitori
certificati siano sempre aggiornati
L’informazione creata a manuntenuta dai tecnici ed ingegneri che usano svariati sistemi CAD e di
data management sono la base di molte delle decisioni che prendiamo ogni giorno, tecniche e non.
Se queste non sono accurate o sono particolarmente prone ad errore umano, certamente non
dormo sogni tranquilli.
L’ultima cosa che voglio vedere succedere e’ che il prodotto venga ritirato dal mercato causando il
fallimento dell’azienda e la cassa integrazione per I dipendenti.
92. Primary User Persona: Matt This new product will
get in my way!
I don’t want and need
to use it.
Mechanical Design Engineer
His company produces Tablets (eBook-like)
I am an engineer and
want to be an
engineer!
Matt’s Business Goals:
•
Develop products that meet functional requirements, delivered on time, maximize part
reuse, meet cost targets and regulatory compliance etc.
Matt’s Personal Goals
•
Matt thrives on designing parts, resolving all sort of technical challenges and conflicting
constraints, and he excels at that.
•
Matt wants to get work done more easily. Matt has a family and even a life. He wants to
get the job done during “normal hours” to spend time with his family.
•
Matt hates spending time in activities that not only are tedious, labor-intensive and error-
prone, but that also can pose risks in accomplishing his assigned objectives.
•
Matt is not familiar and non-versed in data crushing and cleanup through spreadsheets
Environment
• 92
Team of 15 Mech engineers on MCAD and xPDM and 3 locations around the world (US,
93. Primary User Persona: Matt This new product will
get in my way!
I don’t want and need
to use it.
Mechanical Design Engineer
His company produces Tablets (eBook-like)
I am an engineer and
want to be an
engineer!
Matt’s Daily Activitiy
•
Matt is a power user of MCAD. He lives and breathes in MCAD. He enjoys designing with
MCAD, which he believes it’s the best CAD product available in the market today.
Matt’s Nightmare
•
Last year his team was responsible of an alleged design mistake which caused the product
to ship one month past the deadline. Too bad that the fierce competitors did not miss the
launch window for Xmas shopping.
•
Matt does not know how much that loss was in terms of money and missed opportunity for
his company, but he remembers very well the faces of the management team, including
his boss.
What will happen to me if that happens again? Besides, it’s not
even under my control. It is about data errors, not design
shapes or physical constraints 93
94. The Power of personas
•
The product team understands whether a
feature should be implemented for power or
ease-of-use
•
The team members will focus on delighting
personas instead of themselves.
Dev1:This is so cool. Customers will like it
Dev2: Mike does not need that. Mike needs this!
Dev1: Right, But it would have been cool?
Dev2: true, but let’s make Mike happy first!
95. Primary User Persona: Matt This new product will
get in my way!
I don’t want and need
to use it.
Mechanical Design Engineer
His company produces Tablets (eBook-like)
I am an engineer and
want to be an
engineer!
Matt’s Personal Goals
•
Matt thrives on designing parts, resolving all sort of
technical challenges and conflicting constraints, and he
excels at that.
•
Matt wants to get work done more easily. Matt has a family
and even a life. He wants to get the job done during “normal
hours” to spend time with his family.
•
Matt hates spending time in activities that not only are
tedious, labor-intensive and error-prone, but that also can
pose risks in accomplishing his assigned objectives.
95
96. Brad, Responsabile delle Operazioni (VP Of Operations).
“Sono costantemente sotto pressione affinche’ il prodotto venga
consegnato ai clienti nei tempi stabiliti e con la qualita’ stabilita”. Non
dormo bene di notte perche’ so che che il minimo errore potrebbe
costarmi la carriera nel caso di un recall.
97. Persona:
•
Un ritratto composito di un gruppo di persone
reali, che viene visto come una persona vera.
•
Una descrizione “umanizzata”, non un
semplice elenco di attributi.
•
Devi poter vedere il mondo attraverso i suoi
occhi
98. La chiave
•
Una persona è la “personificazione” di dati
provenienti da una ricerca
•
Ovvero, una serie di esperimenti da cui
impariamo sistematicamente
•
Il valore aggiunto delle personas e’ fornito
dalla “vivificazione” dei dati.
•
Il risultato è una persona vera, che ti parla,
che ha un nome, un volto, problemi e
necessità, desideri e doveri, punti dolenti e
99. La chiave
•
E’ immediatamente riconoscibile,
internalizzabile, comunica da sola, ci
permette di vedere il mondo con i suoi occhi
•
E’ una tecnica di modellazione della realta’,
che esiste indipendentementa da nostro
prodotto
100. The Power of personas
•
The product team understands whether a
feature should be implemented for power or
ease-of-use
•
The team members will focus on delighting
personas instead of themselves.
Dev1:This is so cool. Customers will like it
Dev2: Mike does not need that. Mike needs this!
Dev1: Right, But it would have been cool?
Dev2: true, but let’s make Mike happy first!
“PERSONIFICATION”
103. HOW?
•
At this point you may be able to take
advantage from surveys
•
for quantitative data to get answers to the
right questions
•
“Interview 5, survey 100”
104. Process
•
Ricerca, assunzioni, elementi chiave
•
Start with something (MVP)
•
Test
•
GET Outside the Building
•
Iterate (LOOP) – persevere/pivot
•
Brad 1.0 – use it, share it, see if others
recognize him
•
Iterate (LOOP) – persevere/pivot
105. Details about the persona
discovery process
Just like a “Product
Requiremnent
Document” is not a
useful final
deliverable, Personas
106. Ricerca (prima, dopo e
durante)
•
Read everything they read
•
Attend seminars they attend
•
Monitor conference topics
•
Talk with Sales people
•
Gain info from winloss analysis
•
Use your website to capture persona info (who
looks for what, how much time etc)
•
Interview where they work
107. Se avete gia’ clienti …
•
Potete parlarci direttamente (BEST)
•
Leggere i logs del customer support
•
Usate i vs social media
•
Intervistate le vendite (!)
•
Conducete Win-Loss Interviews (BEST)
Attenzione: il vostrop focus NON sono i
clienti che gia’ avete. Sono quelli che
NON avete ancora!
108. Se non li avete
•
Operate in modo startup.
•
Fate assunzioni ma state abbastanza
“larghi”
•
Leggete quello che leggono
•
Frequentate eventi che frequentano
•
Partecipate a discussioni a cui partecipano
•
Leggete i loro blogs
•
Rifinite le assunzioni
109. LIVE INTERVIES
•
E’ semplicemente il metodo piu’ efficace ed
efficiente
•
NO focus groups
•
NO surveys
•
NO sales interviews only
•
Abbiamo detto LIVE INTERVIEW
•
Potenziali clienti nel loro ambiente lavorativo
110. LIVE INTERVIES
•
Non andate a mostrare un prodotto né un
idea (anche se lo potete usare come pretesto)
•
Il Prodotto (MVP) lo facciamo vedere dopo
•
Andate per imparare, imparare, imparare.
•
Capire quello che non sapete di non sapere
•
Avere delle sorprese e’ un buon indicatore di
questo tipo di learning
111. LIVE INTERVIES
•
Non chiedete “quello che vogliono”
•
Ascoltate ma deviate se cominciano a
“confessarsi”.
•
Assecondate ego anzi usatelo per l’ultima
domanda sotto
•
Girate larghi e poi chiudete la rete!
–
Priority initiatives
–
Dove vanno gli investimenti
–
112. Elementi da catturare
•
Priority Initiatives
•
Sleep deprivation
•
Success Factors
•
Perceived Barriers
•
Buying Process
•
Decision Criteria
•
Personal drivers (not hygienic drivers)
113. Non e’ Facile
•
Un giro di interviste deve avere gli stessi
obiettivi per poter poi comparare i risultati e
trovare PATTERNS
•
L’abilita’ di individuare PATTERNS e’
fondamentale
•
Il management deve capire e dare la giusta
priorita’ a questa attivita’. Sta a voi!
•
ESEMPIO: JEFF
•
(fatelo anche di nascosto)
114. Sleep
•
What keeps your buyer’s awake at night?
•
Why?
•
Why?
•
Why again?
Always ask why. Several times. Don’t accept “because” as an answer
115. Success Factors
•
To understand the buyer ’s approach to a
Priority, identify what tangible or
intangible rewards she associates with
success.
–
Grow revenue by X, cut costs by Y.”
–
Getting fired or demoted if …
–
The real story may be about ego inflation or the
desire to “get rid” of rivals.
Note: Personal objectives are often stronger than “corporate” ones
They always must be taken into account
(Who would not want to grow revenue by X?)
116. Ma non c’e’ un modo piu’
veloce?
•
Basta chiedere alle vendite !
•
Ma facciamo un focus group!
•
Facciamo dei gran surveys!
117. Resist this temptation
•
Surveys are useful when you know what the
question is.
•
Focus groups can get people to choose the best
of three alternatives.
•
But these techniques are OK for validating
what you already know.
•
The buyer persona interview process goes
deeper to identify the questions you don’t
120. The Power of Personas
•
Quando abbiamo la persona “in pugno”
accadono cose meravigliose
•
The dev team…
–
Understands requirements with less detail and
specification
–
Makes good, reasonable implementation
decisions independently
–
Raises valid concerns and opportunities
–
Stays focused on the real requirements and
121. The Power of Personas
The marketing Team knows what language to
use and what topics are more valuable when:
•
Writing anything in the website
•
Setting up a campaign
•
Writing whitepapers
•
Organizing events
•
Design the social platform
•
Design the content marketing process and
122. Management Team
•
The Management team understands better
what we are doing and why
•
It’s easier to “convince” if needed
•
Knows we know what we are doing
•
Knows who they should invite or visit, read
about.
•
Knows why a painful decision has been
made (see Adele’s example)
124. Market + Vision/Strategy
Business Case
Il Management da la direzione ma non riesce ad
avere la visibilita’ necessaria a capire come vanno
le cose. Troppi tecnicismi e dettagli
Specifiche
Funzionali
125. Market + Vision/Strategy
Business Case
Chi sviluppa non ha sufficiente contesto, ha molte
domande e deve spesso indovinare (scegliendo cosa
gli piace piu’ fare)
127. Bisogni delmercato
Visione e Strategia
Aziendale
Market +
Vision/Strategy
Business drivers Business Case
I DIAMANTI Collegano il Business
con le Specifiche
Sono Misurabili, Visibili, Comunicabili
Il Come
La Soluzione
128. Diamanti
•
Requisiti ad alto livello, solution-free, che:
•
Dicono cosa fare in modo chiaro ed
incontrovertibile
•
Legano il business case con le specifiche
funzionali
•
Forniscono a tutti un linguaggio comune -
dal cliente al venditore
•
Sono piu’ semplici da comunicare e
130. Conclusion
•
How can you build something buyers will
buy, users will use, if nobody knows them?
1. Get to know your Buyers, Users and their Problems
(market-driven: PROBLEM-PERSONAS)
2. The product is the whole thing (LEAN CANVAS)
3. Put it in the loop! (LEAN)
132. Sources and
acknowledgments
Pragmaticmarketing.com – The Buyer Personas Institute
The lean Startup, Eric Ries
Running Lean, Ash Maurya
Management 3.0, Jurgen Appelo
The buyer persona institute, Adele Ravella
The Inmates Are Running the Asylum, Alan Cooper
The New Rules of Marketing and PR, David Meerman Scott
Tuned-in, C.Stull, P.Myers, D.Scott
Market-driven.it, Donato Mangialardo
Malcolm McDonald, http://www.malcolm-mcdonald.com/biog.htm
133. More Sources
•
Mary and Tom Poppendiecks
•
Allan Cooper
•
joelonsoftware.com
•
productpersonas.com
•
Rally software
•
Sinan Si Alhir
•
Ken Schwaber
•
Mike Cohn