8/27/12 How Product Management Can Break or Make Your Company

8//27//12 How Product Management can Make
8 27 12 How Product Management can Make
Or Break Your Company

GLOBAL PRODUCT MANAGEMENT TALK
http://www.prodmgmttalk.com @ProdMgmtTalk
Podcast: http://bit.ly/Pz12fA

Links: http://bit.ly/NX1e7Y

David says, "The Global Product Management Talk is a great vehicle
for discussing the product management foundations (process, people
and information) a company must provide, to build great products and
services. Looking forward to joining in the conversation to share my
view!"

David Fradin, President, Digital Enterprises, spoke at the weekly Global Product
Management Talk on Monday, August 27, 2012 about Product Management
Factors That Produce Substantially More Successful Products

Multiple studies show that products fail 70% to 90% of the time. Nearly 98% of all
patents fail to break even and only 56% of new product introductions achieve their
financial goals. Why do products fail? They fail not because they don’t function, but
often because they do not address a big enough customer need at a price people
will be eager to pay. They were the wrong products to develop --- or the right
product, delivered to the wrong customer or positioned to target the wrong need.
This talk will explore the vital role of product management and what factors must
be present in building insanely great product that are substantially more
successful.

David Fradin, President, Digital Enterprises, @dfradin
discussed How Product Management Can Break or Make
Your Company with host, Cindy F. Solomon
@cindyfsolomon & co-host, Adrienne Tan @brainmates

Visit our sponsor, The Association of International Product Marketing & Management http://www.aipmm.com
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Sponsor us & Reach >10K Listeners/week! http://bit.ly/gF0Tt3
@prodmgmttalk www.prodmgmttalk.com


Each week, The Global Product Management Talk features an expert guest
discussing pre-posted questions with the co-hosts and Twitter participants
broadcast live over BlogTalkRadio. The transcript of Tweets and podcast are
available following the event for on-demand consumption on the web, iTunes,
Google Play and mobile devices.

Get reminders and listen live by following

http://www.blogtalkradio.com/prodmgmttalk

About Today’s Speaker, David Fradin

David Fradin, has over 30 years of product management, product marketing management and
senior management experience. Over the years, he has been responsible for 70+ products
representing over $250M in revenue (actually dollars).
He is currently writing a book entitled: Building Insanely Great Products through Optimal
Product Management: How Product Management Can Break or Make your Company.
His domain expertise covers enterprise, consumer technology products and services, mobile
advertising, cell phone games, , SaaS, eCommerce, Internet, software, hardware and video
markets. He has brought to market a number of industry firsts including the first or some of the
first:
· Hard disk drive for a personal computer (Apple)
· Electronic manufacturing documentation revision, control and shop floor delivery system
· Desktop video editing system (AVID)
· Computer and web based training (Agilent, DBM, HP, Symantec, Ross Dress for Less Unisys)
· Web based employee satisfaction surveys: Cisco, Oracle, Applied Materials
· Cell phone advertising (MauiGames)
As the former Associate Director of Personal Computer Industry Service at Dataquest, one of
his core competencies is primary and secondary market research.
Some of his most recent clients have been Cisco, Cognizant, Diebold, GameStop, Infosys,
Kaiser, Pitney Bowes, the Country of Singapore and You Send It.
Frequently mentors VPs and Directors of Product Management on industry best
practices for product life cycle process, people and information.
Contact
Website: http://www.digitalenterprises.com/
Email: davidfradin at digitalenterprises.com
Twitter: @dfradin
LinkedIn: www.linkedin.com/in/davidfradin

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------------------------------------
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------------------------------------
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Want to reach target audience of Product Professionals? Sponsor Global Product Management
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Join us at http://tweetchat.com/room/prodmgmttalk automatically appends hashtag
Our format: we post questions Q1, Q2, Q3 Please answer using A1, A2, A3

Questions for Discussion:

PreQ: Please introduce yourself, where you are tweeting from & your involvement with
#prodmgmt

Q1 What are the foundations that companies must have in order for a product
manager to do their job?

Q2 70 to 90% of products fail: what can a Product manager do to reduce that
failure rate?

Q3 How much can the failure rate of new products be reduced?

Q4 What drives your company and how does that affect product development?

Q5 If you manage products and someone at a cocktail party asks you what you
do...what do you say?

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Tweet Chronology

aipmm RT @ProdMgmtTalk: #ProdMgmtTalk How Product Management Can Break or Make
Your Company w/ @dfradinhttp://t.co/4lZmV0Da #prodmgmt #prodmrktg -11:50 AM Aug 27th,
2012

PCAustin RT @cindyfsolomon: #ProdMgmtTalk today! (8/27/12 How Product Management Can
Break or Make Your Company w/ David Fradin) http://t.co/zE17u58O -11:56 AM Aug 27th, 2012

justcallmelloyd “@ProdMgmtTalk: What is #ProdMgmtTalk? http://t.co/OeksKiFn #prodmgmt
#projmgmt #brand #content#chat” -3:30 PM Aug 27th, 2012

ProdMgmtTalk Welcome @justcallmelloyd ! We appreciate your weekly participation!
#prodmgmttalk -3:44 PM Aug 27th, 2012

ProdMgmtTalk PreQ: Please introduce yourself, where you are tweeting from, involvement
with #prodmgmt #prodmgmttalk http://t.co/enfuL8uR #prodmgmttalk -3:44 PM Aug 27th, 2012

ProdMgmtTalk Today's background & questions:http://t.co/enfuL8uR How #prodmgmt Can
Break or Make Your Company with @dFradin #prodmgmttalk -3:45 PM Aug 27th, 2012

ProdMgmtTalk Please follow host @cindyfsolomon co-host Adrienne @brainmates speaker
@dfradin for today's discussion!#prodmgmttalk -3:46 PM Aug 27th, 2012

ProdMgmtTalk Our speaker @dfradin >30 years of #prodmgmt#prodmrktg management and
senior management exp, >70 products $250 mil revenue #prodmgmttalk -3:48 PM Aug 27th,
2012

ProdMgmtTalk Love Us? Show us! Donate $ to help us forward visibility of #prodmgmt
worldwide! https://t.co/z8k3jxqT#prodmgmttalk -3:50 PM Aug 27th, 2012

brainmates RT @ProdMgmtTalk: Today! #Prodmgmttalk How Product Management Can Break
or Make Your Company with David Fradin @dfradin #prodmgmt http://t.co/enfuL8uR -4:06 PM
Aug 27th, 2012

ProdMgmtTalk PreQ: Please introduce yourself, where you are tweeting from involvement
with #prodmgmt #prodmgmttalk http://t.co/enfuL8uR #prodmgmttalk -4:06 PM Aug 27th, 2012

ProdMgmtTalk Q1 What foundationsmust be in place for a product manager to do their
job? #prodmgmt #prodmgmttalk http://t.co/enfuL8uR #prodmgmttalk -4:07 PM Aug 27th, 2012

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ProdMgmtTalk A1 @dfradin says clear set of values & vision for product & biz in order
for #prodmgmt to succeed #prodmgmttalk-4:08 PM Aug 27th, 2012

ProdMgmtTalk A1 @dfradin is writing a book, Building Insanely Great Products was recently in
Singapore 157K people in IT moving to product #prodmgmttalk -4:08 PM Aug 27th, 2012

ProdMgmtTalk A1 combination of values & culture aligned with company/product vision is
necessary for product success#prodmgmt #prodmgmttalk -4:09 PM Aug 27th, 2012

the280group #prodmgmttalk david was presenting for the 280 Group in Singapore -4:09 PM
Aug 27th, 2012

MyBizMarketer RT @ProdMgmtTalk: Q1 What foundations must be in place for a product
manager to do their job? http://t.co/eAicn3X8 #prodmgmttalk #prodmgmt -4:10 PM Aug 27th,
2012

ProdMgmtTalk HP until 1998 (split into Agilant) 50 years followed formula HP Way & vision
statement #prodmgmt provided quality & growth #prodmgmttalk -4:10 PM Aug 27th, 2012

ProdMgmtTalk Carly Fiorina dropped HP Way as set of values, now Meg Whitman announced
27K layouts (because they lost their vision) #prodmgmttalk -4:10 PM Aug 27th, 2012

ProdMgmtTalk Welcome @the280group @MyBizMarketer (nice new twitter
pic!) #prodmgmttalk -4:11 PM Aug 27th, 2012

ProdMgmtTalk RT @the280group: #prodmgmt david was presenting for the 280 Group in
Singapore #prodmgmttalk -4:11 PM Aug 27th, 2012

ProdMgmtTalk @dfradin presented product plan in 1983 @Apple - marcom mgr suggested
comparing 5 alternative decisions against Apple values #prodmgmttalk -4:12 PM Aug 27th,
2012

ProdMgmtTalk There were 1800 Apple dealers in 1983 - @dfradinlet market decide based on
customer empathy & Apple values#prodmgmttalk -4:13 PM Aug 27th, 2012

ProdMgmtTalk Adrienne @brainmates asking how #prodmgmt can embody biz values into daily
actionable goals #prodmgmttalk -4:14 PM Aug 27th, 2012

ProdMgmtTalk says @dfradin A1 ex. Pricing goals - what is your strategy? matched with biz
goals & mission? #prodmgmttalk -4:15 PM Aug 27th, 2012

ProdMgmtTalk the criteria against which the decisions of pricing is made - if confusion over
values & vision of company - diff prices set#prodmgmttalk -4:15 PM Aug 27th, 2012

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MyBizMarketer Thank You :D @ProdMgmtTalk @the280group#prodmgmttalk -4:16 PM Aug
27th, 2012

ProdMgmtTalk Adrienne @brainmates is grilling the speaker on question 1! #prodmgmt

ProdMgmtTalk @dfradin says need process to handle product lifecycle - w/o process u create
culture of blame - must have vision consensus #prodmgmttalk -4:17 PM Aug 27th, 2012

ProdMgmtTalk @dfradin says Racey chart or Dacey chart? not everyone has to be leader,
informed or decision maker...#prodmgmttalk -4:18 PM Aug 27th, 2012

ProdMgmtTalk Need a product counsel to sign off on plans & product road map - & have exit
criteria for each phase of AIPMM 7 phases#prodmgmttalk -4:19 PM Aug 27th, 2012

ProdMgmtTalk DACI - Decision Approver ReCommender Informed decision matrix is described
on Wikipedia #prodmgmt#prodmgmttalk -4:20 PM Aug 27th, 2012

the280group DACI #prodmgmttalk Decision maker, approver, Contributor, Informed. -4:20 PM
Aug 27th, 2012

ProdMgmtTalk @dfradin says every org - no matter what size - need these kinds of decision
charts - even #startups#prodmgmttalk -4:21 PM Aug 27th, 2012

ProdMgmtTalk @the280group Thanks! DACI #prodmgmt Decision maker, approver,
Contributor, Informed. #prodmgmttalk -4:21 PM Aug 27th, 2012

ProdMgmtTalk Thanks Melissa @the280group for listening & contributing regularly! @dfradin
says you're smarter than him!#prodmgmttalk -4:23 PM Aug 27th, 2012

ProdMgmtTalk Q2 70 to 90% of products fail: what can a Product manager do to reduce that
failure rate? #prodmgmt http://t.co/enfuL8uR #prodmgmttalk -4:25 PM Aug 27th, 2012

the280group #prodmgmttalk you must have an optimal product process http://t.co/npdRCy5H -
4:25 PM Aug 27th, 2012

ProdMgmtTalk A2 #prodmrktg has to make sure there is channel, product congruent w/ brand,
etc, etc, - a lot! #prodmgmttalk -4:26 PM Aug 27th, 2012

ProdMgmtTalk A2 first 7 things is #prodmgmt last 4 things is#prodmrktg (1941 started brand
management at P&G w/budget for research & adv) #prodmgmttalk -4:27 PM Aug 27th, 2012

ProdMgmtTalk Over years, #prodmgmt lost authority & budget but not responsibility...in 70's
tech prodmgmt got into marketing - lost VOC #prodmgmttalk -4:28 PM Aug 27th, 2012

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ProdMgmtTalk Getting a history of product management discipline within companies from
@dfradin #prodmgmttalk -4:28 PM Aug 27th, 2012

ProdMgmtTalk Its not Silicone Valley....but the rolling foot hills can remind you of certain
things.... #prodmgmttalk -4:31 PM Aug 27th, 2012

ProdMgmtTalk Early on, Apple had issues between marketing and engineering - Jobs put back
in - its all about the product...#prodmgmttalk -4:32 PM Aug 27th, 2012

ProdMgmtTalk IBM was manufacturing driven until they turned around. @DFradin says in future
- Only market driven companies will succeed #prodmgmttalk -4:33 PM Aug 27th, 2012

ProdMgmtTalk @Brainmates asks which companies are market driven? @DFradin says
everything that starts with "Virgin" Branson is a genius #prodmgmttalk -4:33 PM Aug 27th, 2012

ProdMgmtTalk Q3 How much can the failure rate of new products be
reduced? #prodmgmt http://t.co/enfuL8uR #prodmgmttalk -4:34 PM Aug 27th, 2012

ProdMgmtTalk @dfradin has a list of 200 market driven companies - says he'll share next
week! #prodmgmttalk -4:35 PM Aug 27th, 2012

ProdMgmtTalk Companies perform well after they have a market focus (one of Apple culture
things - next bench syndrome...)#prodmgmttalk -4:36 PM Aug 27th, 2012

ProdMgmtTalk Intel is market driven, AMD, @dfradin says @Adobehas lost its way since
purchasing @Macromedia #prodmgmttalk -4:37 PM Aug 27th, 2012

ProdMgmtTalk @brainmates asks how to classify companies as market
driven... #prodmgmttalk -4:37 PM Aug 27th, 2012

ProdMgmtTalk Market driven companies show it thru their attention to customer service &
heeding voice of the customer#prodmgmttalk -4:40 PM Aug 27th, 2012

ProdMgmtTalk Both B2C & B2B companies can be market and customer focused.... General
Motors lost it when they became manufacturing focusd #prodmgmttalk -4:41 PM Aug 27th,
2012

ProdMgmtTalk Q3 How much can the failure rate of new products be reduced?
http://t.co/enfuL8uR At least 50% w/ good#prodmgmt !!! #prodmgmttalk -4:41 PM Aug 27th,
2012

urshz @ProdMgmtTalk Heeding the voice of the customer: @Telstra have taken steps towards
this #prodmgmttalk -4:43 PM Aug 27th, 2012

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ProdMgmtTalk If #prodmgmt reduces failure rate by >50% = why don't companies get on it? A:
they are preoccupied w/ KPIs & shareholders #prodmgmttalk -4:43 PM Aug 27th, 2012

ProdMgmtTalk Welcome @urshz ! #prodmgmttalk -4:43 PM Aug 27th, 2012

ProdMgmtTalk RT @urshz: @ProdMgmtTalk Heeding the voice of the customer: @Telstra have
taken steps towards this#prodmgmttalk -4:44 PM Aug 27th, 2012

ProdMgmtTalk Companies lose their way when they pay more attention to shareholders than
their customers! #prodmgmt#prodmgmttalk -4:44 PM Aug 27th, 2012

ProdMgmtTalk Good #prodmgmt will solve the problems of our sluggish economy says
@dfradin! #prodmgmttalk -4:45 PM Aug 27th, 2012

ProdMgmtTalk We need to SCREAM that #ProdMgmt is essential to successful profitable
products! That's why we do this weekly!#prodmgmttalk -4:45 PM Aug 27th, 2012

ProdMgmtTalk Adrienne @brainmates on a roll about gov't and politics.... and @dfradin is
happy to discuss political party issues....#prodmgmttalk -4:46 PM Aug 27th, 2012

brainmates RT @urshz: @ProdMgmtTalk Heeding the voice of the customer: @Telstra have
taken steps towards this #prodmgmttalk-4:47 PM Aug 27th, 2012

justcallmelloyd “@ProdMgmtTalk: Good #prodmgmt will solve the problems of our sluggish
economy says @dfradin! #prodmgmttalk”-4:47 PM Aug 27th, 2012

justcallmelloyd @ProdMgmtTalk: We need to SCREAM that#ProdMgmt is essential to
successful profitable products! That's why we do this weekly! #prodmgmttalk -4:47 PM Aug
27th, 2012

justcallmelloyd “@ProdMgmtTalk: Companies lose their way when they pay more attention to
shareholders than their customers!#prodmgmt #prodmgmttalk” -4:48 PM Aug 27th, 2012

ProdMgmtTalk A4 what drives your company? engineering? marketing? sales? technology?
shareholders? #prodmgmttalk -4:48 PM Aug 27th, 2012

ProdMgmtTalk RT @justcallmelloyd: “@ProdMgmtTalk: Good#prodmgmt will solve problems of
our sluggish economy says@dfradin! #prodmgmttalk” #prodmgmttalk -4:48 PM Aug 27th, 2012

aipmm RT @ProdMgmtTalk: A4 what drives your company? engineering? marketing? sales?
technology? shareholders?#prodmgmttalk -4:48 PM Aug 27th, 2012

justcallmelloyd “@ProdMgmtTalk: Market driven companies show it thru their attention to
customer service & heeding voice of the customer #prodmgmttalk” -4:48 PM Aug 27th, 2012

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justcallmelloyd “@ProdMgmtTalk: Intel is market driven, AMD,@dfradin says @Adobe has lost
its way since purchasing@Macromedia #prodmgmttalk” -4:49 PM Aug 27th, 2012

aipmm RT @ProdMgmtTalk: need to SCREAM that #ProdMgmt is essential to successful
profitable products! That's why we do this weekly! #prodmgmttalk -4:49 PM Aug 27th, 2012

justcallmelloyd “@ProdMgmtTalk: Companies perform well after they have a market focus (one
of Apple culture things - next bench syndrome...) #prodmgmttalk” -4:49 PM Aug 27th, 2012

justcallmelloyd “@ProdMgmtTalk: Early on, Apple had issues between marketing and
engineering - Jobs put back in - its all about the product.. #prodmgmttalk” -4:49 PM Aug 27th,
2012

ProdMgmtTalk There's also a chat happening on thehttp://t.co/Fwuvgf6g site #prodmgmttalk -
4:50 PM Aug 27th, 2012

ProdMgmtTalk Q5 If you manage products and someone at a cocktail party asks you what you
do-what do you say? #prodmgmthttp://bit.ly/NX1e7Y #prodmgmttalk -4:51 PM Aug 27th, 2012

ProdMgmtTalk @dfradin says we need a 5 word statement for what we do as #prodmgmt
people #prodmgmttalk -4:51 PM Aug 27th, 2012

ProdMgmtTalk Responsible for development of successful products....! #prodmgmttalk -4:52
PM Aug 27th, 2012

justcallmelloyd “@ProdMgmtTalk: Responsible for development of successful products....!
#prodmgmttalk” -4:54 PM Aug 27th, 2012

ProdMgmtTalk Next Sept 10: Global Product Management Talk On Gestalt Product Strategy
with Prabhakar Gopalan @pgopalanhttp://t.co/G3LGZz2c #prodmgmttalk -5:00 PM Aug 27th,
2012

ProdMgmtTalk Thank you Adrienne for co-hosting today@brainmates and David Fradin for
speaking @dfradin#prodmgmttalk -5:01 PM Aug 27th, 2012

ProdMgmtTalk Thank you tweeters: @aipmm @cindyfsolomon @brainmates @the280group
@justcallmelloyd @mybizmarketer@pcaustin @urshz #prodmgmttalk -5:03 PM Aug 27th, 2012

ProdMgmtTalk Today's quickie stats: 104 tweets generated 203,437 impressions, reaching an
audience of 16,786 followers#prodmgmttalk -5:03 PM Aug 27th, 2012

ProdMgmtTalk Follow Us on BlogTalkRadio http://t.co/rgViu7aT Like Us on Facebook
http://t.co/ppUBptJB #prodmgmttalk -5:04 PM Aug 27th, 2012

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ProdMgmtTalk Listen on iTunes http://t.co/j02TOPNR Android App http://t.co/4owrgJup

ProdMgmtTalk Save the date: Thursday, Feb 7, 2013 Startup Product Summit #prodmgmttalk -
5:04 PM Aug 27th, 2012

ProdMgmtTalk Thanks to Startup Product Talks SF participants for joining the listening
audience today! #prodmgmttalk -5:05 PM Aug 27th, 2012

justcallmelloyd “@ProdMgmtTalk: Today's quickie stats: 104 tweets generated 203,437
impressions, reaching an audience of 16,786 followers #prodmgmttalk” -5:09 PM Aug 27th,
2012

johnpeltier MT @prodmgmttalk: We need to SCREAM that#ProdMgmt is essential to successful
profitable products!#prodmgmttalk -6:18 PM Aug 27th, 2012

ProdMgmtTalk RT @johnpeltier: MT @prodmgmttalk: We need to SCREAM that #ProdMgmt is
essential to successful profitable products! #prodmgmttalk -6:29 PM Aug 27th, 2012

StewartRogers RT @ProdMgmtTalk: Companies lose their way when they pay more attention
to shareholders than their customers! #prodmgmt #prodmgmttalk -8:24 PM Aug 27th, 2012

Great tweeters! @aipmm @cindyfsolomon @brainmates @the280group
@justcallmelloyd @mybizmarketer @pcaustin @urshz @PCAustin

Today’s Stats: 104 tweets generated 203,437 impressions,
reaching an audience of 16,786 followers

Thank you to our sponsor @AIPMM
Subscribe to the AIPMM News & Views newsletter:
http://www.aipmm.com/subscribe

Join #ProdMgmtTalk next on September 10 for Global Product
Management Talk On Gestalt Product Strategy with Prabhakar
Gopalan @pgopalan http://bit.ly/RSY8rr

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8/27/12 How Product Management Can Break or Make Your Company